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Top 3 things
1. Do your HW before you write...research
talk to cliens...why did you buy? Why didn't you?  Browse competitors to see what people say about why they are/are not buying.
2. Squash every objection in ads, in talking, etc. Way more expensive NOT to invesr. It's not hard.
3. Throw rocks at all other options. Biggest competitor is not gym down the street. It's them doing nothing. Say how has doing nothing worked for you so far?
Wouldn't it be great to hear all your friends tell you how awesome you look?

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1. Create new ads weekly
2. Once an offer is a winner, rarely change it
3. Different look and feel of creative but same core offer
4. Measure after 72 hours and 7 days
5. There are always eyeballs
There are always far more people in your market than you are able to service...you only need 200
-Run different male and female ads
use "because" or "here's why"...sets the expectation and they believe it
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airplanes
-used web search
-quick team nurturing process
-steal for admin meeting...building the plane in the air
-meaningful conversations build powerful relationships
-lead through example by having same relationships with employees
-text effective way to reach a lot
-treat a lead as a person who is wanting to change their life

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segment audiences
-in-market audience
defined by search behavior
can define and build your own in a few months, like going to Hawaii in 2 weeks
-will be able to turn off those that aren't working and scale up in the ones that are
-affinity audience
always looking for that stuff, or hobbies
-shopaholics convert well
CPL $6-12. right now

Landing page must also look beautiful

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-broadened 10, 12, 15 miles. 7, 12 didn't work. 10 was sweet spot for conversion rate.

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Aim -viewer's goal connection
Difficulty- bring in the biggest obstacle they face
(as gyn owner you know more than they do) still need to connect with what they are thinking

Understand- make sure they know you understand...I know it can feel like this sometimes...
Crediblility-position yourself as an expert who can help them as a guide so viewer can become the hero of the story
Action Plan-
Teach - how it works
Exit- offer

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Tom Breeze
-can target the moments that matter, when people are already looking for information
-google collects info on searches and key words and points to youtube. FB can't target anything more than a general interest
-FB interest targeting, YT Inerest+Intent targeting
-very little ad fatigue vs FB
-once you get a good ad, can probably change only once/quarter
-need QUALITY production
Targeting:
-search can't be too restricting.
Audiences and demographics...females and ages but lead cost too high
Lowering CPL
-increasing production quality from FB ad made it YT friendly. FB grabs attenention but then people read more than watch the ad. YT is video only.
-Video has to do all the heavy lifitng (no text surround)
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-Doing boring swtuff makes you $$
-repetition makes you better
-in all labor there is profit
-lifitng and business-
"nothing has changed, I just keep getting bigger"

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-Lead gen
-Lead nurture
-Sales
-Fulfillment
-Resell

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-example: don't start a side online business
-be in your gyms
-love your clients

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-acquire knowledge, go all in to 1,000,000X
-Don't need to fail to succeed
-Buy the principles used by people who succeeded, failed, and rebuilt
-If you suck ar something, find people who used to suck at it and became successful

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Read to every employee you hire

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The number of people who leave your business each month is fewer than the number who join

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Why don't you spend more on the ads?  With systems in place you make more.
-Leverage network
-Pay down debt to see net worth increase
-track daily (or at level 0)
-net worth increase steady
-Level 5
written morning and evening routine (exercise, nutrition, hydration, sleep, expense--minimum monthly spend
-Passive income greater than expenses