📝 Summary

Welcome to the Wellness Operator newsletter, it's Simeon.

In today's newsletter, we are going to cover:

• A deep dive into how to create ads that work and will decrease you ad cost by a minimum of 50% (step by step)

• 3 simple strategies you can implement today for more sales

• Social media tips & 8 examples of Instagram Marketing for wellness brands

• The biggest shift in the health & wellness industry

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🎯 Actionable Tip

What? The easiest way to boost sales is to contact your past clients with a reactivation offer.

Why? Acquiring new clients is often expensive, time intensive, and requires human resources. You’ve already built trust with past members and have goodwill working in your favor (hopefully)

How? Do these three things before launching your campaign:

1. Create an exciting come-back offer (We’ve seen seasonal challenges, hybrid programs and campaigns work best)

2. Clean up your list (you don’t want to message current clients or people who were customers a decade ago).

   • Keep it past 365 days max.

   • Members who haven’t attended in 2 or more months.

3. Prepare a week's worth of reactivation text/email blasts and prepare your staff or yourself to handle the volume of inbound conversations and calls. Make sure you open up your schedule to book people in.

📰 Deep Dive:

The Complete Guide to Facebook & Instagram Video Ads for Health & Fitness Businesses

If you want to grow your health & wellness business with paid acquisition, you need to be great at Meta (Facebook/Instagram) ads. And to do that you need to be able to put great creatives.

UGC videos are by far the best-performing Meta ad creative style. Plus, they work for all the major ad placements on Instagram/Facebook – feeds, stories, and reels.

Here’s the formula I used to create videos that have generated 20,000+ leads for my clients:

Step 1 - Find a Spokesperson

I recently recorded a video breaking down the entire process of setting up campaigns that work, but will simplify it here.

As an operator or owner, the best spokesperson is the founder, but sometimes we are not blessed with charisma or video presentation skills. With that out of the way, we can hire someone else to be a spokesperson for our facility (EVEN remotely)

The TLDR is: Use Fiverr.

Fiverr is the fastest and easiest way to find actors to make your video ads. It’s cheap ($50-$150 per video) and on-platform payment will save you time negotiating with creators and paying invoices.

The downside of Fiverr is there are a ton of actors that suck. The videos they make sound robotic and will never convert viewers to subscribers.

Avoid Fiverr gigs that call themselves “spokesperson videos”. Instead, look for “UGC videos”. These UGC video actors sound natural and authentic - which is what you want in a video ad. Also, try to find a UGC creator that will be relatable to the demographic you will target with your ads. If you target seniors, don’t use a 20-year-old influencer.

Make sense?

For the best results on Fiverr, do this:

• Search for “UGC video” to find actors

• Look at the example videos the actor made for clients. This is a better indicator of their work than the first video you see on their gig page which is usually an “ad” for their service.

• If they don’t have examples of videos they made for clients (or not enough examples to see if they’re worth ordering from), send them a message and ask for more. 90%+ will send you a folder with more examples of their work.

• Their videos should look and feel authentic. Like they’re telling a friend about a product. They should not “sound” like an ad.

• Don’t order on their gig page. Instead, click “contact seller” and send them a message with a link to your script and ask for a custom offer.

Step 2 - Write instructions for the actor

Actors on Fiverr need a script to work with. They also need instructions that explain what you want, how the video will be used, the goal of the video, and examples of other videos you want them to emulate.

Don’t forget to include clear instructions! This will save you time and money on revisions.

Here’s my template for instructions. Make a copy of this doc and fill in the blanks.

Step 3 - Write scripts for the actor

This is the hardest and most important part. Even the best actor can’t make a bad script into a good video ad.

Here’s how to make a good script:

1. Make the reading time 15-25 seconds long. 

About 90 words or less.

I rarely see a video ad that's longer than 30 seconds work.

Use this tool to estimate the reading time.

2. The 4-step “HPPA” framework to structure your video script:

Part 1 - The hook

One sentence to grab viewers' attention - Ex. “Women of ____ City”

Part 2 - The product and promise

Introduce the offer (your current promotion ex. 21-day challenge, 14-day boot camp, etc.) and explain how it helps your ideal target customer.

Focus on one big benefit. Or show how your offer solves a problem for the client.

Also, show that it takes very little (or zero) time, effort, and money to get the benefit.

“Easy to follow 14-day cleanse challenge for new moms, that will get you back in your old clothes, sign up for a free wellness evaluation”

Part 3 - The proof

Back up your promise with proof. Make it believable. Show logically that the viewer actually can get the benefit. Remove doubt and cover objections here.

A great way to do this is with social proof and authority.

Social proof means consensus - “200+ women trust our studio in CITY NAME”

Authority means that people follow the advice and actions of legitimate experts.

If you specialize in something in your facility and you're an expert in something - show that in your ad.

You can also show the authority of your members. “Over 500 people trust our gym including busy executives from Goldman Sachs, Apple, Amazon, and more”.

Part 4 - The ask

This is your call to action. Here you need to tell the viewer clearly what you want them to do. Keep it short and simple.

Also, if your initial offer is free - mention that here.

“Click the link to book a free consultation”

“Join our upcoming challenge, get a free wellness evaluation”

“Click the link to sign up - to get a complimentary assessment”

3. Find video ads for inspiration

Use the Facebook ad library and search for the Facebook pages of gyms, fitness studios (and other wellness businesses) you want to spy on.

Look for videos that have been live for multiple months. Those ads are likely working best.

Swipe ideas from those videos. Don’t copy them word for word. Instead, make a different and better version of the script using my framework above.

This will also give you ideas on video edits and effects.

Here are a few company ad libraries I would check out:

• F45

• Fit Body Bootcamp

• Anytime Fitness

• Radiance Med Spa

• V/O Med Spa

• Barre3

Are these the best advertisers? Not really, but you have franchisors with 100s of locations trying to get their locations to be profitable and growing. They have marketing inhouse teams and people innovating and testing offers that work.

Sure, some of the campaigns look a bit bland and corporate, but it could be a good starting point for you to just get a feel of what’s working in your industry.

Step 4 - Edit the videos

First off, use Kapwing. It’s by far the easiest to use and has all the features you need.

Then once you get the video(s) from the actor add these elements:

1. Background music

Check Instagram and Tiktok to find trending music without lyrics. Pick a track that fits your video and download the mp3.

Add it to your video and make sure the background isn’t too loud. You should clearly hear the actor, not the music. About 15%-25% volume works best.

2. Subtitles

Use Kapwings autogenerated subtitles. Works in 120+ Languages for the international folks here.

Check for spelling errors.

Use a font that looks native to FB and IG - I recommend Montserrat or Roboto.

Reduce the characters per line so there are only 3-6 words per line. You don’t want big blocks of text on the screen.

Use animations that highlight each word as the actor says it.

3. Add b-roll and images

Add images or b-roll footage of what the actor is talking about. For example, when they start talking about the offer, add an image or video of your club, community, members, the package, etc.

Every 3-5 seconds there should be a new image or video on the screen. You’ll lose viewers' attention if they don’t see something new within 5 seconds.

No one wants to watch a person just talking to the camera.

That’s it!

Those edits can be done in ~15 minutes. Or you can get it done for you on Fiverr.

Now you’ve got videos you can use for Facebook and TikTok ads.

🔗 Best Links

Here are some of the best resources I’ve found since the last newsletter:

📈 Sales

• Proven Sales System To Turn Strangers Into High-Paying Clients - deep dive into the methods of converting cold prospects to high-paying members on a first visit (YouTube)

🎤 Marketing

• Big Picture Overview: Health & Wellness Advertising - Trends to Follow in 2024 (Read More)

📱 Social Media

• 8 Examples of Instagram Marketing for Health and Wellness Brands (Check Them Out)

🤖 AI, Tech & Tools

• Tool of the week: Riverside.fm - create high-quality, professional videos and podcasts effortlessly for your wellness business and repurpose them into social media clips with the AI-powered features

🫂 Community Building

• What are some ideas for your member community building initiatives members ACTUALLY appreciate (Reddit)

📺 News

• Trends Shaping the 1.8 TRILLION USD Wellness Industry (Article)

🤝 How I Can Help You

If you like this newsletter and want to work with me, here are a few ways we can collaborate:

1. You can apply to work with my Agency, Digital Wellness Partners ( → Apply here).

2. Need AI to handle inbound/outbound calls and communication? We can help you set up AI-powered agents. (→ See Demo)

3. Take your client experience to the next level with AI-powered fitness, nutrition, habit-coaching, plus in-app messaging, progress tracking, and more. (→ See Demo)

Or, simply reply to this email. I reply to everyone who reaches out.

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