1
00:00:00.000 --> 00:00:14.749
Zach Forrest, PushPress: So, welcome to another Push Start webinar. My name is Zach Forrest. I am a gym owner, and a lot like you, I've had to figure out whether or not paid ads are worth it, whether it's worth my time to learn, whether it's worth spending money on.
2
00:00:14.910 --> 00:00:24.079
Zach Forrest, PushPress: whether I need to go out and hire an agency to do this stuff, I just need to learn more about it to understand whether or not paid advertising in today's day and age is worth it.
3
00:00:24.920 --> 00:00:26.969
Zach Forrest, PushPress: Today, we're gonna break…
4
00:00:27.110 --> 00:00:45.790
Zach Forrest, PushPress: the entire topic down so that you guys can walk away with a good understanding of how to leverage paid ads at wherever you're at with the gym. My guest today is Rob Schwartz. He's owned a gym, spent a few years on the agency side, he's managed over $5 million in ad spend across a ton of fitness businesses, which is
5
00:00:45.820 --> 00:00:51.260
Zach Forrest, PushPress: If you have no reference, that's very impressive. And now, luckily, thankfully.
6
00:00:51.500 --> 00:01:14.920
Zach Forrest, PushPress: We're honored to have him on our team at PushPress. He knows this topic, this subject, in and out, from every angle. So today, my job is mostly to ask good questions and stay out of his way. But selfishly, Rob, I am here to learn from you, because we opened up Work Ethic, and that's the name of the gym, in Kansas City about two and a half months, almost?
7
00:01:15.020 --> 00:01:22.049
Zach Forrest, PushPress: Two and a half months ago, and I'm dabbling in paid ads, and I am looking forward to leveraging all this information
8
00:01:22.120 --> 00:01:45.649
Zach Forrest, PushPress: towards growing our business. I do want to give Garrett his due. We also have Garrett Scales. He'll be running the chat for any push-press-specific questions, so if something comes up for you guys while Rob and I are talking, use the Q&A button at the bottom of the screen, or just throw it in chat. Garrett's gonna chime in and either make sure that it's answered live, or he's gonna save it for the end.
9
00:01:45.650 --> 00:01:49.890
Zach Forrest, PushPress: when we have our official live Q&A. So, with that being said.
10
00:01:50.340 --> 00:01:52.380
Zach Forrest, PushPress: Rob, take it away, let's get into it.
11
00:01:52.820 --> 00:02:07.349
Robert Schwartz: Thanks so much, Zach. Thanks for the intro, and thank you, everybody, for taking the time out of your day to join us on this very important topic. It's a topic that I'm extremely passionate about in many, many ways, and I'm really excited to share some knowledge and answer some questions with you guys today.
12
00:02:07.570 --> 00:02:25.240
Robert Schwartz: Really quick before we get started, just a quick overview of everything that we're going to be covering today. So, first and foremost, we're going to talk about foundations, right? We want to make sure that we have the systems and processes in place before we start advertising, because it's so important. If you don't have those in place, it could be like drinking from a fire hydrant.
13
00:02:25.240 --> 00:02:27.910
Robert Schwartz: So we want to make sure that we get a great foundation.
14
00:02:28.070 --> 00:02:43.630
Robert Schwartz: Then next, we're going to talk about agencies, what they do, when they're worth it, and the red flags that you should watch for when working with an agency. We'll also cover the DIY side of it, what it actually takes to run your own ads well. Hopefully, I'll give you guys some really good, things to look for in that.
15
00:02:43.730 --> 00:02:50.110
Robert Schwartz: We'll talk about making that decision, how to decide which path fits best for you, and where you are right now.
16
00:02:50.320 --> 00:03:03.069
Robert Schwartz: I'm gonna do a quick little demo as well, on the Grow side of things, just to show you how some people who are currently running ads within Grow are doing it themselves, just so that you can actually put a visual on what that actually looks like.
17
00:03:03.250 --> 00:03:06.160
Robert Schwartz: And then we'll save some time for a live Q&A at the end.
18
00:03:07.580 --> 00:03:23.430
Robert Schwartz: So, really quick, just some quick background on me. So, Zach kind of gave you guys an overview. Just like you guys here today, I was a gym owner. I was a gym owner for 10 years. When I came to Push Press, and before I started advertising, I was 7 years in, making barely about 20K MRR.
19
00:03:23.950 --> 00:03:33.770
Robert Schwartz: And those of you that know what making 20K MRR means, it means you're paying your bills, but you're probably not paying yourself. And if you are, it's probably not that much fun, let's be honest. And…
20
00:03:34.230 --> 00:03:50.649
Robert Schwartz: One of the things that absolutely helped me in growing to eventually 50, 60, and 80K in MRR and becoming a multi-location gym was hiring an agency and doing paid ads. So I am very passionate about it. Whenever somebody asks me, Rob, should I advertise through paid ads? Yes.
21
00:03:50.920 --> 00:03:56.689
Robert Schwartz: Absolutely. A business without a sign is a sign of your business, and I'll talk about that a little bit later, okay?
22
00:03:57.170 --> 00:04:13.769
Robert Schwartz: after working in my gyms, growing and scaling, I believed and was so passionate in that, that I went to the agency side, where I worked as a CSR, a CSM, and a COO. So I was under the hood of a couple of different agencies, where I had the opportunity to build, scale, and work with teams doing media buying.
23
00:04:13.770 --> 00:04:20.499
Robert Schwartz: Pulling in data, looking at millions of data points, and understanding truly what making advertising works… looks like.
24
00:04:21.260 --> 00:04:34.189
Robert Schwartz: And now, of course, I am here working with our wonderful PushPress clients in the growth side of things, which is our CRM that is essentially the engine behind how you automate and really make these ads work for you.
25
00:04:34.190 --> 00:04:52.070
Robert Schwartz: So, a little bit about my background. I did, actually work for, when I was working the agency Space, just a little caveat, that was from everything from little tiny boutique gyms all the way up to Anytime Fitness's D1s, CrossFits, F45s, and Orange Theory, so I have a unique background in understanding how those guys
26
00:04:52.170 --> 00:05:00.429
Robert Schwartz: use their ad spend, how much they spend, how they target their ads, and things like that, so hopefully I'll be able to answer a few questions for you guys about that as well.
27
00:05:02.440 --> 00:05:19.870
Robert Schwartz: Something that I want to make very, very clear on this is that this isn't a sales pitch for either path. My goal in this is to give you guys all of the information straight from the horse's mouth, good, bad, and indifferent, on both sides of the spectrum, from hiring an agency to doing it yourself, and hopefully you'll walk away here with
28
00:05:20.080 --> 00:05:36.229
Robert Schwartz: the… the knowledge to be able to do either or successfully, and protect yourself, and your business, and your money. Because there's two things every gym owner needs, time and money, and both are very scarce. So, let's try to preserve both of those by giving you guys as much knowledge as possible.
29
00:05:37.750 --> 00:05:42.860
Robert Schwartz: Alright, every gym hits the same wall, right? Organically, it's slowed down.
30
00:05:43.160 --> 00:05:50.319
Robert Schwartz: Referrals plateau, word of mouth caps, the next obvious move feels like just run some ads, right?
31
00:05:50.710 --> 00:06:10.160
Robert Schwartz: If that's how you're feeling right now, that's a valid feeling, right? Everybody gets there. You can only do so much with organic, and I've seen gyms who have great organic and great referrals, but they only go so far, right? And, oh, Robert, I get 10,000 views on my Facebook Reel. Great. How many of those views actually converted into a lead that came in and learned more about your gym?
32
00:06:10.210 --> 00:06:11.300
Robert Schwartz: use…
33
00:06:11.530 --> 00:06:20.600
Robert Schwartz: going organic, all that stuff is great, word of mouth is amazing, but we also want to create systems and levers that actually take that… those views into converting
34
00:06:20.900 --> 00:06:23.999
Robert Schwartz: High-intent individuals who actually want to join your gym.
35
00:06:24.340 --> 00:06:26.060
Robert Schwartz: But, however.
36
00:06:26.520 --> 00:06:32.550
Robert Schwartz: not knowing the next move is kind of normal, like, what do I do next? But the biggest mistake that people make in running ads
37
00:06:32.820 --> 00:06:47.050
Robert Schwartz: it's… they're not ready to run ads yet. I mentioned this before, drinking from a fire hydrant. So, I want to make sure that I start this with making sure that you guys understand what those foundations look like to prepare yourself for running ads.
38
00:06:48.450 --> 00:07:05.669
Robert Schwartz: I want to share this example. I call it the leaky funnel concept, alright? The biggest ad budget in the world won't fix a slow follow-up problem or a bad onboarding, okay? So, take a look here, right? If you spent $1,000 on ads, and you get 100 clicks.
39
00:07:06.000 --> 00:07:11.209
Robert Schwartz: But of those 100 clicks, only 30 people actually fill out the form, so they become a genuine lead.
40
00:07:11.310 --> 00:07:22.480
Robert Schwartz: And of those 30 people, only half of them actually get followed up on, right? So now you've contacted 15 people. And of those 15 people, only half book an appointment.
41
00:07:22.990 --> 00:07:24.269
Robert Schwartz: I got 7.
42
00:07:24.790 --> 00:07:29.739
Robert Schwartz: And of those half… of those people that book an appointment, only half show. Three? Three and a half?
43
00:07:30.630 --> 00:07:37.780
Robert Schwartz: And… close, maybe two? So, by the time the leaks compound, you've spent a thousand bucks.
44
00:07:37.980 --> 00:07:40.309
Robert Schwartz: To acquire two members.
45
00:07:41.510 --> 00:07:43.920
Robert Schwartz: And it's not that ads didn't work.
46
00:07:44.110 --> 00:07:46.970
Robert Schwartz: It's just that the funnel didn't work.
47
00:07:47.110 --> 00:07:59.710
Robert Schwartz: So, before we move into my next slide, a couple of things where I want to stop here and just talk about those foundations. So, how do you fix this problem? How do you make sure that you're set up to address these? First and foremost, everybody running ads needs to have a CRM.
48
00:08:00.280 --> 00:08:03.179
Robert Schwartz: Right? You need to have a grow, a go high level.
49
00:08:03.310 --> 00:08:20.760
Robert Schwartz: a hubstaff, a Salesforce. You need to have a way to automate and reach out to leads, and make this process really, really tight, okay? It is impossible. All of you guys say, oh, I'm gonna reach out, I hear this all the time, I'm gonna reach out to all my leads. No, you're not.
50
00:08:21.030 --> 00:08:24.280
Robert Schwartz: Let's be honest, right? You're wearing 50 hats.
51
00:08:24.440 --> 00:08:37.810
Robert Schwartz: I've blocked out an hour of time to contact my leads. Oh no, the toilet's leaking. Oh no, a coach called out, and now I have to coach class. Next thing you know, two days later, you circle back, now you've got 50 leads that haven't been touched.
52
00:08:37.940 --> 00:08:41.389
Robert Schwartz: And 75, and then 100, and you feel like you're drowning.
53
00:08:41.480 --> 00:08:59.820
Robert Schwartz: So, having a CRM in place that will automate outreach so that people are getting message and work down through your funnel is super, super important. You can't possibly reach out to leads with enough touchpoints by yourself without automating those touchpoints to make sure that everybody's getting reached out to.
54
00:08:59.920 --> 00:09:02.959
Robert Schwartz: They're getting nudged, and they're getting moved through your pipeline.
55
00:09:04.300 --> 00:09:08.929
Robert Schwartz: I'll stop here. Are there any… any questions on foundational
56
00:09:09.270 --> 00:09:14.239
Robert Schwartz: tools, anything that we're… that I've talked about so far that anybody has a direct question about.
57
00:09:14.730 --> 00:09:15.580
Robert Schwartz: Garrett?
58
00:09:17.380 --> 00:09:18.760
Robert Schwartz: Anything come up yet.
59
00:09:20.170 --> 00:09:22.440
Garrett Scales: Nothing… nothing yet.
60
00:09:22.440 --> 00:09:23.030
Robert Schwartz: Great.
61
00:09:23.500 --> 00:09:24.020
Garrett Scales: Yeah.
62
00:09:24.020 --> 00:09:33.550
Zach Forrest, PushPress: This is… this is good stuff. I think, this is… you're… you're hitting the nail on the head with where I was missing in assuming that if I,
63
00:09:33.810 --> 00:09:48.639
Zach Forrest, PushPress: if I just started running paid ads, that they would eventually turn into closed sales, and what you're talking about is having a structured way of making sure that you're in control of every step of the journey for someone that clicks on the ad.
64
00:09:49.290 --> 00:10:07.179
Robert Schwartz: Correct. Listen, let me give you guys give you guys some industry standard numbers right now, okay? So, industry standard numbers for the gym industry is about 10% lead to close. So, if you get 100 leads, across the board, the industry standard is 10% will become your members, right?
65
00:10:07.180 --> 00:10:07.660
Zach Forrest, PushPress: Wow.
66
00:10:07.950 --> 00:10:10.580
Robert Schwartz: That's a very low percentage, am I right?
67
00:10:11.630 --> 00:10:15.899
Zach Forrest, PushPress: Is that… Rob, do you know if… is that, industry standard for…
68
00:10:16.340 --> 00:10:22.619
Zach Forrest, PushPress: like, boutique gyms? Like, small business, like, mom and pop, like, locally owned, or is that also, like, gym chains, like, 24-hour in there?
69
00:10:22.620 --> 00:10:41.350
Robert Schwartz: That's a great… that's a great question. That is actually the fitness industry as a whole across the board, so obviously your big box gyms are gonna weigh that down. Now, if you want to get really granular, the boutique gyms, the ones that I worked with specifically, we would average about 16% to 20%, so a little bit better.
70
00:10:41.610 --> 00:10:42.479
Zach Forrest, PushPress: It's almost doubled.
71
00:10:42.480 --> 00:10:49.479
Robert Schwartz: Of course it is. Wow. And one of the things that we followed that was really, really important is
72
00:10:49.900 --> 00:11:01.100
Robert Schwartz: pack to LTV. And that's what this really boils down to for you guys. If there's anything that you walk away with, whether it's choosing an agency, or whether it's working on your own.
73
00:11:01.570 --> 00:11:07.209
Robert Schwartz: Understanding CAC to LTV is truly the KPI that you want to focus on.
74
00:11:07.280 --> 00:11:21.809
Robert Schwartz: as it pertains to, are you running successful ads? Are you ready to scale? Or do you need to circle back and look at this process from another angle before, and maybe put your ads on pause until you fix some of the leaky bucket
75
00:11:22.780 --> 00:11:37.380
Robert Schwartz: change in the pipeline before you turn ads back on again. So, I want to just take a quick second. Hopefully, who here knows CAC to LTV? Show of hands, or you can just say yes in the chat. Do you understand, or have you heard CAC to LTV before?
76
00:11:39.120 --> 00:11:40.470
Garrett Scales: Hey, Rob, we got a question.
77
00:11:41.380 --> 00:11:50.220
Garrett Scales: Yeah, should the landing page go straight to a GrowForm core landing page, or should it nurture funnel and then ask for another call to action?
78
00:11:50.690 --> 00:11:55.830
Robert Schwartz: That's a great question. So, that… what you're talking about is what we call a web conversion ad.
79
00:11:56.670 --> 00:12:07.179
Robert Schwartz: I love to create web conversion ads because they create higher intent, individuals, and just really quick, so what a web conversion ad is, is essentially your ad is posted on the same meta.
80
00:12:07.400 --> 00:12:16.830
Robert Schwartz: quick ad, you know, hey, you know, this is what we're doing, we're looking for folks in this area to do a 90-day resolution reset program, right? They click on the ad.
81
00:12:16.880 --> 00:12:27.940
Robert Schwartz: and it says, find out, learn more. The call to action is learn more. When they click learn more, it then opens up a web format, or as we talk about it in Grow or GHL, a funnel.
82
00:12:28.110 --> 00:12:32.390
Robert Schwartz: And it is essentially another webpage where you put more details and information.
83
00:12:32.830 --> 00:12:37.050
Robert Schwartz: For a Grow user, I highly recommend you create those directly in Grow.
84
00:12:37.240 --> 00:12:51.630
Robert Schwartz: Because everything that you create directly in Grow, especially if you have Facebook integrated, and I'll show you in my live demo later, if you have Facebook integrated, especially with Ads Manager, those forms are gonna automatically be mapped and synced directly into your Grow or GHL.
85
00:12:51.630 --> 00:12:57.869
Robert Schwartz: Which gives you the… you don't have to worry about any additional steps of floor mapping and making sure that your leads are coming directly.
86
00:12:58.440 --> 00:13:00.780
Robert Schwartz: I would definitely run, so, LEAD,
87
00:13:01.140 --> 00:13:07.209
Robert Schwartz: So add, clicks ad, submits information, goes to your landing page or funnel created directly in Grow.
88
00:13:07.480 --> 00:13:27.080
Robert Schwartz: they learn more information, raise high levels of intent, and the next call to action is your actual CTA. So if it's book a discovery call, book a free intro, if it's a discovery call, I personally like to keep all of my leads in Grow before bringing them to core. So I would… my discovery call calendar was created directly in Grow.
89
00:13:27.360 --> 00:13:34.400
Robert Schwartz: We'd book that discovery call, and then do my no-sweat intro, and then from there, they would become members, and then would move to core.
90
00:13:34.950 --> 00:13:36.440
Robert Schwartz: So, that's it.
91
00:13:37.340 --> 00:13:38.160
Robert Schwartz: funnel.
92
00:13:38.420 --> 00:13:45.549
Robert Schwartz: funnel CTA to your CTA, if your CTA is free intro, then that would be your quote page. There's also a way, by the way, I don't know…
93
00:13:45.550 --> 00:14:00.159
Robert Schwartz: get too in the weeds on this, but there's also a way, if you're creating those, you're embedding your Facebook pixel directly in there, and you're going to be able to see those conversion metrics in your data pools, because Grow and GHL has a Facebook conversion API.
94
00:14:00.160 --> 00:14:06.910
Robert Schwartz: So you can actually circle that. So if you send people out to core to make a purchase of a free intro or a free trial.
95
00:14:06.949 --> 00:14:23.810
Robert Schwartz: you can create a Facebook conversion API, which will essentially, once that person creates that core plan, it's then synced to grow. Facebook will pick that up as a conversion, feed that back into Facebook, and you'll be able to build lookalike audiences based off of people who are actually converting to your ads.
96
00:14:24.090 --> 00:14:26.630
Zach Forrest, PushPress: This is some Jedi-level shit, Rob.
97
00:14:27.050 --> 00:14:27.380
Robert Schwartz: I don't.
98
00:14:27.380 --> 00:14:29.109
Zach Forrest, PushPress: This is going above and beyond. That's…
99
00:14:29.520 --> 00:14:34.290
Zach Forrest, PushPress: That's pretty cool. Are you gonna show… you probably won't show that part, but that's pretty cool.
100
00:14:34.290 --> 00:14:40.309
Robert Schwartz: No, I won't show that part, but maybe it's something we do another day, or maybe I create a GoHub doc on that, but…
101
00:14:40.310 --> 00:14:56.569
Zach Forrest, PushPress: I love it. I did have a real quick question on… so the only math that actually matters. I know lifetime value, LTV, is displayed directly in core reporting, and that's a really simple metric. It's how much someone's given you revenue-wise, and as they leave, right? It's a very simple division.
102
00:14:56.570 --> 00:15:01.239
Zach Forrest, PushPress: How does a gym owner find out customer acquisition cost? What factors go into that?
103
00:15:01.240 --> 00:15:14.289
Robert Schwartz: That's a great question. So, in customer acquisition costs, especially if you're running paid ads, so your customer acquisition cost is essentially the price that you're spending on ad spend divided by how many people you acquired as members.
104
00:15:14.460 --> 00:15:23.260
Robert Schwartz: for that ad spend. So, if you spent $1,000 on ads, and you got 10 members, your customer acquisition cost is $100.
105
00:15:23.600 --> 00:15:26.969
Robert Schwartz: caveat. Asterisk on that. The asterisk is…
106
00:15:27.120 --> 00:15:39.809
Robert Schwartz: If you're doing this yourself, then your true customer acquisition cost is ad spend. If you're working with an agency, you do have to factor in your agency fees into part of that customer acquisition cost, which I will talk about in a sec.
107
00:15:39.810 --> 00:15:41.800
Zach Forrest, PushPress: Okay, cool, alright, that makes sense.
108
00:15:41.940 --> 00:15:50.440
Robert Schwartz: So, customer acquisition cost is capped, right? How much it costs for you to acquire one client, lifetime value, how much that value that client has.
109
00:15:50.510 --> 00:16:10.369
Robert Schwartz: Understanding CAC to LTV and making sure that the math maths is going to be your key, whether you're working with an agency or whether you're doing this on yourself, to know if you're actually making money through ads, if you're breaking even, and maybe you can scale a little bit to kind of push that number up, or again, like I said, if you need to circle back to that funnel, maybe take a break.
110
00:16:10.370 --> 00:16:14.679
Robert Schwartz: Fix some of those holes in the bucket, and then come back to it once you've done that.
111
00:16:14.790 --> 00:16:18.630
Robert Schwartz: I'm gonna do a quick little walkthrough here, right? So.
112
00:16:19.100 --> 00:16:34.199
Robert Schwartz: Essentially, if it costs you… what I put here is $150 as a customer acquisition cost. I use this because this is a KPI that I was held to at the agency standard. Our goal was to get our clients a $150 customer acquisition cost or less.
113
00:16:34.200 --> 00:16:52.730
Robert Schwartz: Think about you guys on the boutique side, right? Your average… your average lifetime value of a client, you take what their monthly is times your, you know, 6 months or a year, your average lifetime value is between $18 and $2,400 for just a general group fitness or CrossFit membership. That keeps the ratio 12 to 1, that math is excellent.
114
00:16:52.730 --> 00:16:54.860
Robert Schwartz: That's where you're really making money.
115
00:16:54.870 --> 00:17:05.019
Robert Schwartz: Okay? I've seen lower, and I've seen astronomically higher. I've seen both ends of this spectrum, but truly understanding this is really key to understanding where you're at.
116
00:17:05.140 --> 00:17:23.429
Robert Schwartz: Okay? So, industry rule… industry rule of thumb is 3 to 1. Anything below that, you can't continue to run at. So, if you're less than a 3 to 1 on your LTV, you're not making money, you're losing money, and if you continue to go this route, you're going to be in a really bad spot.
117
00:17:23.570 --> 00:17:25.609
Robert Schwartz: Anything above 5 to 1?
118
00:17:25.660 --> 00:17:37.989
Robert Schwartz: is really… it's… that's where you can scale. If you're in a 5 to 1 cap to LTV, that's when you hit the gas and say, okay, I spent a thousand bucks this month. If that holds, I can bump up to $1,500.
119
00:17:37.990 --> 00:17:46.880
Robert Schwartz: $1,750, $2,000. This is the same math that I use, because when I started working on paid ads as a gym owner, I started with $750 a month.
120
00:17:47.280 --> 00:17:50.430
Robert Schwartz: And my cap to LTV was around 12 to 1.
121
00:17:50.530 --> 00:17:52.140
Robert Schwartz: And I was like, let's go.
122
00:17:52.440 --> 00:18:08.590
Robert Schwartz: And I went from $750 to $1,500, from $1,500 to $2,000, and by the end of my gym ownership, I was spending about $2,500 in paid ads. And I was maintaining around an 8 to 1, 10 to 1 cocktail TV, because we were making really good money on those paid ads.
123
00:18:08.590 --> 00:18:25.079
Robert Schwartz: Also, a little asterisk, 90% of the sales that I was doing on the front end through paid advertising was more on the higher ticket side, so that cap to LTV was a little bit sweeter, because most… our average client value at time of sale was between $450 and $700 for their first initial down payment.
124
00:18:25.080 --> 00:18:28.979
Robert Schwartz: So that does help when you're spending $2,500 a month in ad spend.
125
00:18:29.610 --> 00:18:30.210
Zach Forrest, PushPress: I have…
126
00:18:30.210 --> 00:18:31.339
Robert Schwartz: I see you had a question.
127
00:18:31.340 --> 00:18:43.140
Zach Forrest, PushPress: I'm gonna… I'm gonna be selfish. I'm gonna take up some people's time, because I have an issue where we've only been open for 2 months, so I don't have an established LTV. Like, I haven't had any members leave.
128
00:18:43.200 --> 00:18:55.919
Zach Forrest, PushPress: Right? But we don't have… so should I… do you think in the situation of a new, established business, should they just guess, or should they just go off of a one year? What would you recommend, best standard practice?
129
00:18:56.180 --> 00:19:03.379
Robert Schwartz: So, for me, I'd rather you be really conservative. I would start… I would start with the worst case scenario, say 6 months.
130
00:19:03.760 --> 00:19:23.750
Robert Schwartz: Because you don't really have long-term data to really kind of pool off of. But I would start with 6 months. I would start with worst-case scenario. You're a brand new gym, I would start as small as possible, and continue to evaluate that on a month-to-month basis. If you're capped LTV at a 6-month LTV continues to stay at at least 5 to 1, keep scaling.
131
00:19:23.750 --> 00:19:27.460
Robert Schwartz: If you start to get around that 3 to 1 or less, hold.
132
00:19:27.510 --> 00:19:31.999
Robert Schwartz: Hold for a month or two, see how that works, and then if you start dipping below that.
133
00:19:32.150 --> 00:19:36.010
Robert Schwartz: That's when I would take a pause, circle the wagons, and re-evaluate.
134
00:19:36.700 --> 00:19:37.600
Garrett Scales: Do you
135
00:19:38.600 --> 00:19:44.629
Garrett Scales: When it comes to paid in fulls, do you calculate that differently, or do you put that into your 12 to 1 ratio?
136
00:19:44.810 --> 00:19:50.529
Robert Schwartz: No, you're paid in full, that is your LTV. So if you sell a 6-month agreement or a 12-month agreement, that is your LTV.
137
00:19:51.190 --> 00:19:56.390
Robert Schwartz: You can't count… you can't… you can't count LTV on renewals, because renewals aren't guaranteed, right?
138
00:19:57.080 --> 00:20:02.670
Garrett Scales: And are you… are you only using ad spend as your… your… your… your CAC, or what are you using?
139
00:20:02.670 --> 00:20:20.430
Robert Schwartz: So, in a scenario where you are just running ads yourself, your ad spend would be your true customer acquisition cost. In an agency space, you have to factor in your monthly agency fees plus your ad spend, so you add those two together and divide it by your customers that you've acquired that month to get your true count.
140
00:20:21.100 --> 00:20:23.120
Robert Schwartz: I'm gonna talk about this here in the next slide.
141
00:20:23.790 --> 00:20:29.620
Robert Schwartz: So… Alright, strong opinion alert on this, guys. CPL is a vanity lead.
142
00:20:29.680 --> 00:20:46.679
Robert Schwartz: Alright? Cost per lead is what CPL stands for, and it is a vanity lead. It's something that when you're running things on your own, you can pat yourself on the back, oh my god, I'm getting $8 leads! And it's something that agencies love to use as well to make you feel like, hey man, this work is amazing. I'll get you $10 leads, man.
143
00:20:46.950 --> 00:21:01.890
Robert Schwartz: They can drive a low CPL, but with a bad creative and broad targeting, that doesn't necessarily mean that your leads are closing, right? Anybody ever run ads on their own, or run ads through an agency, and they get 50 leads for a $10 lead, but
144
00:21:01.990 --> 00:21:06.719
Robert Schwartz: They don't have a car, They… they don't have $5.
145
00:21:07.060 --> 00:21:14.329
Robert Schwartz: they're not the right fit for your gym, so cost per lead is an extreme vanity metric. It doesn't really…
146
00:21:14.570 --> 00:21:33.840
Robert Schwartz: it doesn't really expose the true value of your clients and your success of your advertising, so I want to make sure that we're very clear that CPL is 100% a vanity metric. When you're working with yourself, or when you're working with an agency, you must force the question, what is my customer acquisition cost?
147
00:21:33.870 --> 00:21:45.670
Robert Schwartz: And what is my LTV? What did 30 days of working on these ads actually get me in real revenue? If you can't answer it, or if your agency can't answer it.
148
00:21:45.920 --> 00:21:53.309
Robert Schwartz: we got a problem, right? So, this is really, really important. I'm gonna talk about what the real… a packed LTB is great, but
149
00:21:53.360 --> 00:22:06.159
Robert Schwartz: I'll talk a little bit more about some metrics, but seriously, whether you're working with an agency or working with yourself, know your CAC, know your LTV, understand those numbers, because that's truly the metric of if advertising is truly working for you.
150
00:22:08.370 --> 00:22:10.670
Robert Schwartz: Let's talk about agencies, alright?
151
00:22:10.880 --> 00:22:12.010
Robert Schwartz: Legitless.
152
00:22:12.050 --> 00:22:29.419
Robert Schwartz: and experience. Agencies do real work, and they do work, okay? This is what you're paying for. They're gonna build and launch your ads for you. They're gonna test and optimize. The last agency that I worked for, we had media buyers working in people's ad accounts two to three times a day.
153
00:22:29.420 --> 00:22:42.269
Robert Schwartz: So, talking about tons of optimizations, they're doing all the work, they're gonna set up data tracking and KPIs, and they're gonna report on performances. They're gonna meet with you once a month, once a week. I met with my clients once a week.
154
00:22:42.280 --> 00:22:50.469
Robert Schwartz: Alright, weekly KPIs. Here's what's going on, here's the numbers. Based on what I'm seeing, this is where we need to go next, okay?
155
00:22:50.550 --> 00:23:07.739
Robert Schwartz: they're dropping leads into your CRM, maybe they're even providing you a CRM. Most agencies, if you don't have one, will provide one for you. I know at my agencies, if you didn't have a CRM, you do now when you work with us, because like I said in the beginning, you have to have a CRM in order to really automate these processes and make things work.
156
00:23:09.210 --> 00:23:20.980
Robert Schwartz: Again, though, right, that CRM is great, but make sure the foundations are strong, make sure that your process is good, make sure that you're making money and you're able to convert from these leads that they're sending you.
157
00:23:21.890 --> 00:23:29.539
Robert Schwartz: When agencies are worth every dollar, right? Personal story. I told you this earlier. I was working with an agency
158
00:23:29.790 --> 00:23:32.909
Robert Schwartz: I was at 20K MRR. I was stuck.
159
00:23:33.250 --> 00:23:45.780
Robert Schwartz: How do I get more people into my gym? Boosted posts aren't working, word of mouth isn't working, I'm not… I'm getting 3 to 4 new people every month, and I've been open 7 years. I have scrape Google reviews, I'm the best community, why isn't anybody coming in the door?
160
00:23:45.830 --> 00:24:03.829
Robert Schwartz: Because I was a business without a sign, and that was a sign of no business, right? Working with an agency and running paid ads is gonna get your advertising in front of the people that don't already know about you, that don't already follow your Facebook posts, that don't know Shelly, who's been working out in your gym. It reaches out, it helps them identify a problem that you solve.
161
00:24:03.830 --> 00:24:11.760
Robert Schwartz: And it gets them interested in working with you. It tells them a story, okay? I couldn't have done that, and I couldn't have scaled without actually working.
162
00:24:11.940 --> 00:24:25.579
Robert Schwartz: with an agency to help drive leads and really, truly get people into my gym. They did things I literally could not have done well alone. I didn't know anything about running ads at that time. All I knew was that I needed people, alright?
163
00:24:25.850 --> 00:24:34.259
Robert Schwartz: Caveat, though, I did have a great foundation in place. I had a great onboarding, I had a great sales process, I was really excited to nurture these leads.
164
00:24:34.260 --> 00:24:48.880
Robert Schwartz: I was meeting with folks one-on-one. I was doing everything that I could. I had a very high sales conversion. I closed 90% of people that came in. I had a high show rate. I had a 75% to 80% show rate on NSIs, and that's because I had a great process. Discovery call.
165
00:24:48.880 --> 00:25:05.840
Robert Schwartz: Right? I wasn't just sending people in for a free intro and hoping they showed. They were booking a call with me same day, next day. I was getting on a call, I was asking 5 very targeted questions. We weren't talking about price. We weren't talking about, oh, yeah, I got the best room of equipment, come on and check it out. I was talking about them. What are you struggling with right now?
166
00:25:06.130 --> 00:25:20.970
Robert Schwartz: How long have you been struggling with this? What's been going on? What have you done to try to change things? Where have you been working out? Hey, what would success look like for you? If I get you to come into the gym and work out 3 to 4 times a week, you start eating better, paint a picture for me, 3 to 6 months from now.
167
00:25:21.310 --> 00:25:23.790
Robert Schwartz: How are you gonna feel? What's gonna be different for you?
168
00:25:24.140 --> 00:25:37.999
Robert Schwartz: I'm not having a transactional conversation, I'm having a transformational conversation. And once I get them to that place where they can imagine what success would look like for them, great. Would you like to come in today or tomorrow so we can meet together and we can really get going on a plan that's gonna make you successful?
169
00:25:38.070 --> 00:25:50.509
Robert Schwartz: That's how I got a high show rate. Personal interaction and a conversation brought them in very quickly, because in… as you guys know, the trans-theoretical model of change and transformation, right, when people opt into an ad.
170
00:25:50.510 --> 00:26:04.670
Robert Schwartz: They're in pre-contemplation or contemplation. They're thinking about it, or they're thinking about thinking about it, but they're not ready to take action. They need you to step in, and they need you to help push them forward before they roll all the way back to the couch into pre-contemplation.
171
00:26:04.670 --> 00:26:06.219
Zach Forrest, PushPress: What was… what was the model?
172
00:26:06.940 --> 00:26:10.870
Robert Schwartz: The trans-theoretical model of transformation and change.
173
00:26:10.870 --> 00:26:21.989
Zach Forrest, PushPress: Trans-theoretical. I'm gonna Google the shit out of this right now. This is genius. I feel like you… it's not like you want to know that to help people purchase a membership, but it sounds like something that coaches could leverage.
174
00:26:22.200 --> 00:26:23.729
Robert Schwartz: A hundred, 100%.
175
00:26:23.730 --> 00:26:24.450
Zach Forrest, PushPress: results.
176
00:26:24.450 --> 00:26:42.449
Robert Schwartz: Understanding the psychological profile of the people we're trying to reach, listen, I always imagine, just a quick personal story, I always imagine that the people that are clicking our Facebook ads are sitting on their couch at 11 o'clock, they got the beer in one hand, the Doritos crumbs on their belly, and they're like, oh, I really need to do something.
177
00:26:42.470 --> 00:26:49.280
Robert Schwartz: But that's just a… it's just a feeling. It's a very small feeling, and if they don't take action on this quick.
178
00:26:49.470 --> 00:26:53.839
Robert Schwartz: they're gonna roll all the way back to the couch. So they click on the ad, they dust off the chips.
179
00:26:53.850 --> 00:27:11.389
Robert Schwartz: They read my story on my funnel, they put the beer down, they book a discovery call, they stand up. Now it's my job on that call to ask a couple of really good targeted questions and get them out of the house and into my gym before they come all the way back to the couch, grab the chips.
180
00:27:11.550 --> 00:27:14.410
Robert Schwartz: Grab the beer, and forget all about that feeling again.
181
00:27:15.580 --> 00:27:24.039
Garrett Scales: When you're working with an agency, especially the first time, how much did you expect to pay that agency, and maybe what did you pay for your first agency?
182
00:27:24.210 --> 00:27:27.909
Robert Schwartz: Yeah, great question. So, the first agency that I worked with.
183
00:27:28.570 --> 00:27:34.349
Robert Schwartz: They were… the agency fees were $1,400 a month, plus $750 in ad spend.
184
00:27:35.350 --> 00:27:49.179
Robert Schwartz: That is pretty much an agency standard of $7.50 a month in ad spend, and the reason is, is that works out to about $25 a day. $25 a day in ad spend is a really good number to get.
185
00:27:49.320 --> 00:27:56.090
Robert Schwartz: leads coming into your gym. If you're working with a really great agency who's managing ad spend by the day and not by the month.
186
00:27:56.090 --> 00:28:04.479
Robert Schwartz: we're able to meet once a week, and we can make changes by the week, by the day. I'm saying things are going well, I'm scaling your ad spend for you, right?
187
00:28:04.480 --> 00:28:16.170
Robert Schwartz: I know you're converting people, I'm not even waiting for a call. I see it, I see the numbers, I'm gonna scale your ad spend. Another 3 bucks, another 5 bucks, I'm gonna get you 5 more leads, because your cocktail TV is fantastic right now.
188
00:28:16.170 --> 00:28:30.399
Robert Schwartz: On the other hand, when I meet with you next week, and we see that we're not converting, I'm gonna scale back your asset. So, that $7.50 a month is just kind of a blanket. You can roll and scale up and scale down based on what they're seeing in the metrics.
189
00:28:30.410 --> 00:28:31.410
Robert Schwartz: Good question.
190
00:28:32.090 --> 00:28:44.440
Garrett Scales: I may be jumping ahead here, but when it comes to working with the agency and the type of ads you want to run, do you… have you seen video versus picture ads run better when it comes to the social media ads, or…
191
00:28:44.440 --> 00:28:45.729
Robert Schwartz: That's a great question.
192
00:28:45.730 --> 00:28:47.970
Garrett Scales: Add face, or when they enter the funnel.
193
00:28:48.220 --> 00:29:08.229
Robert Schwartz: A year or two ago, static images used to still be really the biggest winner. Static images and Canva creatives, where we would Canva overlay over static images. We also used to pull granular data on, like, which images. So, like, women doing a TRX row would perform better than a man doing a barbell deadlift.
194
00:29:08.270 --> 00:29:20.050
Robert Schwartz: And when we're talking about working with an agency, this is the granular data that you're going to pay them for. You want to work with an expert who's pulling data from millions of data sources who can come to you and say, hey, Zach.
195
00:29:20.090 --> 00:29:34.799
Robert Schwartz: Listen, I love this image that you got of this guy doing a barbell deadlift, but what I'm seeing right now across the agency is that I can get you a better cact to LTV right now and higher conversions if you can give me an image with a woman doing a TRX row instead.
196
00:29:34.800 --> 00:29:48.389
Robert Schwartz: But this is a year ago. In today's industry, with AI, you could give me the image of dude doing a barbell deadlift, and I can go over to my AI agent and simply convert him into a dude doing a TRX row, and you'd never know the difference. So…
197
00:29:49.020 --> 00:29:52.090
Robert Schwartz: Yeah, mind-blowing stuff right there. You can actually have AI…
198
00:29:52.380 --> 00:29:53.310
Zach Forrest, PushPress: Come on!
199
00:29:53.310 --> 00:30:07.280
Robert Schwartz: I could actually have AI take dude doing a barbell as a static image and say, animate, and it'll turn dude doing into a barbell static image into dude now actually doing the deadlift motion with video, just through AI in about 30 seconds.
200
00:30:08.930 --> 00:30:09.950
Zach Forrest, PushPress: We're doomed.
201
00:30:10.100 --> 00:30:12.039
Zach Forrest, PushPress: Or not, I don't know yet.
202
00:30:12.040 --> 00:30:12.670
Robert Schwartz: My…
203
00:30:12.670 --> 00:30:14.760
Zach Forrest, PushPress: That's pretty… that's pretty amazing, though.
204
00:30:14.780 --> 00:30:32.550
Robert Schwartz: Alright, 3 red flags, alright? So, definitely want to make sure that you understand some of the red flags of working with an agency, okay? Number 1, red flags of working with an agency, they're only bringing you those vanity metrics, right? Hey, Rob, just, you're doing great this month, check it out, dude, you've got 20 leads at $10 cost per lead, everything's going great.
205
00:30:32.970 --> 00:30:42.249
Robert Schwartz: what's my CAC to LTV? Tell me about my CTRs. How are my ads performing? Show me the targeting, right? If they can't provide you some of this information, huge red flag.
206
00:30:42.370 --> 00:30:43.560
Robert Schwartz: Number 2.
207
00:30:43.700 --> 00:30:45.350
Robert Schwartz: Long contracts.
208
00:30:45.510 --> 00:30:47.120
Robert Schwartz: I hate contracts.
209
00:30:47.770 --> 00:30:48.930
Robert Schwartz: You know what?
210
00:30:49.120 --> 00:31:07.209
Robert Schwartz: I didn't like them as a gym owner. I feel like I should earn your business every month, and I should hold you accountable. Partnerships. Partnerships hold everybody accountable. My job is I'm gonna close the leads with a great follow-up process. Your job is to deliver leads. If one of us starts to fail on our process, somebody should be able to exit the agreement.
211
00:31:07.720 --> 00:31:22.429
Robert Schwartz: Agencies often have at least an initial 90 days, 4 months, some have 6 months, some have year contracts. Be really, really, really careful when engaging in those. I would tell anybody that's working with an agency, try them at least for 90 days.
212
00:31:22.430 --> 00:31:29.380
Robert Schwartz: Right? Give me a 90-day out clause. Let's work together for 90 days, let's see if you can do what I asked you to do, and let's see if I can do what you asked me to do.
213
00:31:29.460 --> 00:31:34.289
Robert Schwartz: And if this is a successful partnership, I feel comfortable continuing with you. But if it's not.
214
00:31:34.600 --> 00:31:39.370
Robert Schwartz: We should mutually have the option to end the partnership and go our separate ways.
215
00:31:39.989 --> 00:31:44.219
Robert Schwartz: And then, of course, some agencies also have hidden markups.
216
00:31:44.370 --> 00:31:48.979
Robert Schwartz: So agencies will often add a 10-25% markup on top of your ad spend.
217
00:31:49.980 --> 00:31:55.969
Robert Schwartz: I am… I've worked with an agency that used to just say, give me $7.50, or give me $1,000,
218
00:31:56.620 --> 00:32:10.830
Robert Schwartz: they would run ads through their ad account. So there was never really any real accounting for where my ad spend was going and how it was being used, and if it was actually being spent at $7.50 or $1,000. I did not like that.
219
00:32:11.610 --> 00:32:21.960
Robert Schwartz: Work with an agency that will build ads and create ads in your own ads manager, so that way you can go in and see that yourself, how much is being spent.
220
00:32:22.150 --> 00:32:30.679
Robert Schwartz: And I actually prefer that method, because then you'll handle your own ad and manage your own ad spend, and then you know you spent $7.50 this month. You know you spent $1,000, and then it went to you.
221
00:32:30.920 --> 00:32:35.089
Robert Schwartz: So those are my three biggest red flags in working with an agency. Any questions?
222
00:32:36.880 --> 00:32:38.170
Zach Forrest, PushPress: No, all that stuff…
223
00:32:38.540 --> 00:32:50.839
Zach Forrest, PushPress: makes total sense, and I agree. And now that I understand CPL as a vanity metric, that's very obvious. The 6-12 month walk-up, I would probably…
224
00:32:51.150 --> 00:33:00.560
Zach Forrest, PushPress: Venture to guess that agencies would be like, well, you're gonna… you're not gonna see results immediately, so we want to make sure that you're committed for a certain amount of time for us to show you that you're gonna get results.
225
00:33:00.560 --> 00:33:01.310
Robert Schwartz: 90 days.
226
00:33:01.310 --> 00:33:14.209
Zach Forrest, PushPress: Yeah, that's probably the line that they're gonna feed you. But this hidden ad spend markup, yeah, I would never have guessed, probably because I give people the benefit of the doubt, I'm a little bit naive, I'm optimistic, I like to believe the good in people, but that sounds…
227
00:33:14.480 --> 00:33:18.629
Zach Forrest, PushPress: For lack of a better term, phrasing, forgive me, that sounds shitty.
228
00:33:18.630 --> 00:33:42.749
Robert Schwartz: It's definitely a practice I didn't like, and so I was very happy that the last agency that I worked for, we used to say we do all of our work in the light, so instead of running ads on our own ads manager account and telling you what we did, we would run our ads through your ad manager account, so you would always see what we were doing, you always knew everything that was going on, you could see the ad spend, you could see the metrics.
229
00:33:42.750 --> 00:33:53.660
Robert Schwartz: I couldn't fake anything. I couldn't show up with fake metrics, I couldn't show up with fake whatever. This is the metrics, you can see it yourself, you can compare apples to apples, and everything is in the light, so…
230
00:33:53.660 --> 00:33:54.960
Zach Forrest, PushPress: Yep, I like that. That sounds good.
231
00:33:54.960 --> 00:34:02.290
Robert Schwartz: Be careful. There's a lot of great agencies out there. There are some not so great, but do your homework, right? These are a couple of things to look for, for sure.
232
00:34:02.590 --> 00:34:03.090
Robert Schwartz: When it…
233
00:34:03.090 --> 00:34:05.000
Garrett Scales: When it comes to… oh, sorry.
234
00:34:05.060 --> 00:34:05.910
Robert Schwartz: Oh, what?
235
00:34:05.910 --> 00:34:17.709
Garrett Scales: And I… going right to your next slide here, ad spend. When it comes to ad spend, like, 2K total, like, $1,400 for the agency, $750 for the ad spend, that can seem like a lot of money up front for most gyms.
236
00:34:17.710 --> 00:34:18.060
Robert Schwartz: Yes.
237
00:34:18.060 --> 00:34:27.840
Garrett Scales: Is there a recommended ad spend based off your current monthly revenue? So maybe I take 5% of my revenue, or 10% and spend on ads.
238
00:34:28.150 --> 00:34:45.450
Robert Schwartz: Yeah, that's actually a… that's actually a really great question. So, you should be spending 3-5% of your gross revenue on marketing, right? So, that's a great way for you to think about it. So, if I have… if my… if my MRR is 10,000 bucks, right? So, if you're 10,000 MRR,
239
00:34:45.510 --> 00:34:59.790
Robert Schwartz: 3-5% is $300 to 500 bucks a month on ads, and that's something that we're going to talk about. Your MRR sometimes prices you out of working with any agency, because if you go all in and you don't have success… let's be honest, if you've got 10,000 MRR,
240
00:34:59.900 --> 00:35:16.340
Robert Schwartz: and you take an ad agency for $1,000, and then you're $7.50 in ad spend, you're overspending your budget, and you are hoping that things work immediately, because you will be in the red month number one if you do not have a great pack to LTV.
241
00:35:16.380 --> 00:35:28.910
Robert Schwartz: Oftentimes, in the agency side of things, I would meet with gyms, and I would be very honest, because I'm a gym owner and I do this to try to help people, I would be very honest. I would say, listen, I don't think that we should work together, and I…
242
00:35:28.910 --> 00:35:38.339
Robert Schwartz: And it's not because I don't think that we can do great work, it's because I don't want to put myself and my agency in a position where, if it doesn't work month one, you can't pay your rent.
243
00:35:39.470 --> 00:35:40.270
Robert Schwartz: Right?
244
00:35:40.790 --> 00:35:43.489
Robert Schwartz: And I always felt like that's gonna work. My boss might not.
245
00:35:43.490 --> 00:35:43.880
Zach Forrest, PushPress: I like that.
246
00:35:43.880 --> 00:35:44.330
Robert Schwartz: it.
247
00:35:44.330 --> 00:35:54.389
Zach Forrest, PushPress: You mean you're trying to help gym owners do better and not just take their money? It's like you actually care about your customers, Robert? Like, Robert, why would you even… like, that's amazing to me.
248
00:35:54.390 --> 00:36:08.420
Robert Schwartz: My boss might not have always liked it, but at the end of the day, if you do work in the light and you take care of people, when somebody that has 10K MRR and you tell them the truth, and I would just leave them with 3 things to do. Hey, do this, do this, do this. When you get up to about 16, give me a call.
249
00:36:08.440 --> 00:36:14.480
Robert Schwartz: And I'll find a way to work with you. And you know what? I feel like if you do that, you're gonna be the first call when they get there.
250
00:36:14.820 --> 00:36:15.990
Robert Schwartz: Take care of people.
251
00:36:16.170 --> 00:36:34.469
Robert Schwartz: Really quick, let's just go over the math, right? So, really quick, and we just kind of touched on this, say you're paying $1,000 plus on a retainer, ad spend, a little much, $1,500, but that, you know, to be honest with you, a lot of gyms are there, $1,500 a month. You're, you know, maybe a little bit of markup, you could be about $3,000, $4,000 all in.
252
00:36:34.600 --> 00:36:39.919
Robert Schwartz: do the math. Does your math support this? If you can sustain this for 3 to 6 months.
253
00:36:40.500 --> 00:36:57.399
Robert Schwartz: you're ready to work with an agency, okay? If you can't, if this is a really big stretch, you really have to ask yourself, what happens if? Not everybody's gonna hit a home run right out the park. Not every first month is going to be a plus-positive.
254
00:36:57.460 --> 00:37:02.630
Robert Schwartz: So, can you sustain this payment for 3 months
255
00:37:02.760 --> 00:37:06.449
Robert Schwartz: And still pay your rent, pay your, pay your, your salaries.
256
00:37:06.600 --> 00:37:10.040
Robert Schwartz: And… and be okay. And if you can't, please don't.
257
00:37:10.350 --> 00:37:14.750
Robert Schwartz: Please, please don't. I am… I am seeing folks in positions where
258
00:37:15.060 --> 00:37:21.180
Robert Schwartz: they have overextended themselves, and then they show up on a call and say, Robert, I can't pay my rent this month.
259
00:37:21.300 --> 00:37:31.500
Robert Schwartz: I need ads to come in, because we don't know what to do when we have to pay rent next week. If you're solely relying on paid ads to pay your rent, we're in a bad spot, so…
260
00:37:31.730 --> 00:37:43.699
Robert Schwartz: Just wanted to share that with you guys, making sure that you understood exactly where you should be before you start engaging with an agency level, and hopefully you guys got all the really good do's and don'ts before you do that.
261
00:37:44.780 --> 00:37:46.880
Robert Schwartz: I'm gonna move on to the DI, DIY, alright?
262
00:37:47.980 --> 00:37:48.830
Robert Schwartz: Listen.
263
00:37:49.230 --> 00:38:07.539
Robert Schwartz: I'm not gonna sugarcoat this, DIY, it can be extremely rewarding, but there is a time investment. Thanks to AI and automations and CRMs, the time investment is not what it used to be. So the DIY sector is actually becoming more and more feasible.
264
00:38:07.680 --> 00:38:13.509
Robert Schwartz: to more gym owners, and thanks to AI, You can create, generate.
265
00:38:13.620 --> 00:38:16.530
Robert Schwartz: and even have an AI agent that will
266
00:38:16.580 --> 00:38:34.069
Robert Schwartz: work with your leads, and nurture them for you, and converse with people. So this is becoming more and more appealing. Also, just like I shared, it can generate creatives that will actually work for you. Turn static images into video images, and create anything that you possibly could want, so you can do this faster and more efficiently.
267
00:38:34.490 --> 00:38:35.510
Robert Schwartz: However.
268
00:38:35.550 --> 00:38:54.379
Robert Schwartz: It is going to require your inputs and your work to do it. So, you're going to have to create the ad setup and audience targeting. You need to know your audience and who you're targeting. You need to know how to set these guys up on Ads Manager or on Google Ads. You need to… you're completely responsible for coming up with the copy and creating. Not everybody has a marketing background.
269
00:38:54.380 --> 00:38:56.219
Robert Schwartz: I didn't have a marketing background.
270
00:38:56.220 --> 00:39:15.539
Robert Schwartz: But, thanks to AI, you can give it some really good inputs. You can have an interview about your gym, connect it to your website, have it truly understand the people that you're looking for, and AI can really help you come up with some marketing that can actually be super, super effective, and I've seen this in real life. And in the agency space, actually, as well, where we put AI against
271
00:39:15.540 --> 00:39:19.120
Robert Schwartz: are real human media buyers, and see it perform as good, if not better.
272
00:39:19.590 --> 00:39:33.379
Robert Schwartz: Facebook also has its own AI, because believe it or not, Mark Zuckerberg likes money, so he has AI that will help make your ads run smoother, so remember when I shared with you that we had media buyers running two to three times a day in ad accounts?
273
00:39:33.380 --> 00:39:50.509
Robert Schwartz: No longer do you need to do that to be successful. After the Andromeda release last year, it actually works better when you place an ad and set and forget for several… 7 to 10, even 14 days, because the AI in Facebook will actually get better
274
00:39:50.510 --> 00:40:08.320
Robert Schwartz: in targeting and conversions by just letting it run and do its thing. It's collecting tons of data, it's watching what people are doing, because, again, Mark Zuckerberg likes money, so he wants to make sure that your ads convert so that he can spend your ad spend, so he can get you to spend more. So he just bought himself a nice new $45 million mansion in
275
00:40:08.320 --> 00:40:12.270
Robert Schwartz: polite, and that's not gonna pay for it by itself, so…
276
00:40:12.750 --> 00:40:17.790
Robert Schwartz: Lead nurture and follow-up, right? Automation through CRM, deploying AI agents.
277
00:40:18.270 --> 00:40:34.629
Robert Schwartz: Understanding tracking and data attribution, knowing how things are working, understanding your ad metrics, what's working, what's not, what to turn on, what to turn off, what you should redo completely, and then also coming all the way back down to your CAC to LTEV, all right?
278
00:40:36.240 --> 00:40:42.140
Robert Schwartz: when DII was… is the right call. You're under 5K a month in MRR, or 10K.
279
00:40:42.420 --> 00:40:45.059
Robert Schwartz: Well, 12K, really, okay?
280
00:40:46.040 --> 00:40:59.009
Robert Schwartz: you can't afford the agency fees plus ad spend, but you can get marketing with some ad spend when you're there, right? You talk about that 3-5%, you can put $300 to $500 a month into ads if you're converting, and as long as your cap to LTB makes sense, you'll be good to go.
281
00:40:59.550 --> 00:41:01.880
Robert Schwartz: If you like marketing and want to learn it.
282
00:41:02.370 --> 00:41:16.510
Robert Schwartz: this is for you. I worked with plenty of people on the agency side who were like, Robert, tell me more about what you're doing. I was like, you're trying to learn this stuff. He's like, yeah, I really want to know how to do this myself. If you're a data nerd, if you want to learn this stuff yourself, and you have the time to do it, this is free.
283
00:41:17.160 --> 00:41:27.220
Robert Schwartz: If your foundations aren't really ready yet, if you're ready to stress test your foundations, but you're not sure if you're where you need to be, start with a DIY model.
284
00:41:27.500 --> 00:41:43.989
Robert Schwartz: Create some ads, put some money into it, and test your systems. Are you getting high conversions? Are you converting 10-20% of your leads into paying members? And what does your pack to LTV look like? Before I get into bed with an agency who will take this over for me, if you truly understand your data, you'll be able to go into that partnership
285
00:41:43.990 --> 00:41:51.599
Robert Schwartz: really informed, and you'll have… and you'll know exactly what needs to happen. So you'll know once you hire that agency how they're performing compared to what you've done.
286
00:41:51.880 --> 00:41:54.779
Robert Schwartz: Or… Where a lot of people are.
287
00:41:55.280 --> 00:42:05.239
Robert Schwartz: They just want full control and transparency, right? I don't want somebody else writing ad copy for me. This doesn't speak to my gym. I don't want somebody dropping in cookie-cutter creatives. These are not my people.
288
00:42:05.360 --> 00:42:14.889
Robert Schwartz: I just want full control of this entire process, tip to tails, because I want to control exactly my brand's voice, my brand's message, and I just want to control everything.
289
00:42:15.270 --> 00:42:17.789
Robert Schwartz: I bet a lot of you on this call are there.
290
00:42:18.350 --> 00:42:22.700
Robert Schwartz: I bet that's important. Zach, what about you? Is that something that's important to you, controlling your brand and messaging?
291
00:42:22.700 --> 00:42:25.129
Zach Forrest, PushPress: 100%, and we're…
292
00:42:25.380 --> 00:42:33.639
Zach Forrest, PushPress: Yes. The short answer is yes. I don't need full control. I definitely need transparency, because it helps me make decisions. I…
293
00:42:33.640 --> 00:42:45.619
Zach Forrest, PushPress: I would put myself in two of these four buckets. I… I don't necessarily like marketing, but I… I know it's a weakness of mine, and I want to learn it, because I think I don't like it because I'm not good at it.
294
00:42:45.620 --> 00:42:51.940
Zach Forrest, PushPress: And I want to learn it so I can become good at it, and then I think I'll like it. But yeah, I need…
295
00:42:51.940 --> 00:43:06.740
Robert Schwartz: You're the guy, you're the guy in the gym who comes to the coach when he's got the PVC pipe for, for, snatches, and I'm like, why aren't you lifting weight? I don't like snatch, why don't you like snatch? And then you ask a few questions, and it's just because they don't understand it, and then once you get them to understand.
296
00:43:06.740 --> 00:43:07.210
Zach Forrest, PushPress: Sanitize.
297
00:43:07.210 --> 00:43:13.720
Robert Schwartz: technique behind the snatch, then they do it, and two weeks later, they start asking you about the open. You're like, didn't you just tell me you didn't want to…
298
00:43:13.720 --> 00:43:19.759
Zach Forrest, PushPress: Rob, why are you calling me out like that? That's exactly what I'm like. Yeah, you know, you're right. No, that's exactly what it is. Yeah.
299
00:43:19.940 --> 00:43:20.439
Robert Schwartz: Well, hold on.
300
00:43:20.440 --> 00:43:21.130
Garrett Scales: Right when…
301
00:43:21.130 --> 00:43:21.730
Robert Schwartz: Yeah, go ahead, Derek.
302
00:43:21.730 --> 00:43:29.399
Garrett Scales: Sorry. I'm saying, what are your recommendations for somebody who wants to dive deeper outside this webinar for, like, DIY learning?
303
00:43:29.780 --> 00:43:47.040
Robert Schwartz: Yeah, so there's a lot of really great resources out there on the web. I think starting first with, like, going to Meta. So, Meta really wants you to spend money there, right? So if you're thinking about Meta or Google Pay-Per-click, which also works equally great, I want to make sure that I'm putting both of those in that bucket. Meta and Google Pay-Per-Click.
304
00:43:47.040 --> 00:43:54.430
Robert Schwartz: Both platforms offer full tutorials on how to place run ads and how to understand your ad metrics.
305
00:43:54.430 --> 00:44:04.119
Robert Schwartz: They want you to feel comfortable to give them your money. So, there's a lot of great resources directly in Meta and Google that will walk you through this.
306
00:44:04.390 --> 00:44:22.809
Robert Schwartz: I'm also creating for our PushPress clients, I'm also creating, because now, and I didn't share this with you guys earlier, we have the ability to pull your Ads Manager directly into Grow, so you can actually create these ads and run them, place them, see all the data, do all the media buying, pull all the data, and truly understand it.
307
00:44:22.810 --> 00:44:24.440
Robert Schwartz: directly and grow.
308
00:44:24.440 --> 00:44:39.100
Robert Schwartz: And I think more and more gym owners will find this as a useful tool, so I'm actually creating a series of help docs and videos that will actually walk me through this process, so that way you can feel comfortable doing this on your own. And then number 3, AI, baby, if I haven't said it enough.
309
00:44:39.130 --> 00:44:45.420
Robert Schwartz: use AI, Claude, ChatGPT, Grow actually has a couple of AI interfaces, but
310
00:44:45.780 --> 00:44:53.290
Robert Schwartz: Give it some great inputs. Make it learn your gym. Make it learn your voice. Make it understand your target demographic. Know your person.
311
00:44:53.300 --> 00:45:13.019
Robert Schwartz: and tell them what you want to do and who you want to attract. And they will write to you Facebook copy, headlines, they will give you suggested creatives, and it's a great place to start. It saves so much time, you don't have to worry about it, you just go ahead, copy it into Ads Manager, turn your ads on, and then just watch the data roll in and see what happens.
312
00:45:13.750 --> 00:45:16.070
Garrett Scales: Is that Ad Manager live and grow?
313
00:45:16.480 --> 00:45:22.609
Robert Schwartz: So, it is only live in Grow, if you ask me to turn it live for you, so it is not stock live in Grow, but.
314
00:45:22.610 --> 00:45:25.700
Zach Forrest, PushPress: Rob, you're gonna throw yourself under the bus here. You're gonna, you're gonna get into.
315
00:45:25.700 --> 00:45:26.750
Garrett Scales: 1,000 emails.
316
00:45:26.750 --> 00:45:27.450
Zach Forrest, PushPress: Yeah.
317
00:45:27.450 --> 00:45:40.449
Robert Schwartz: Well, fortunately, it's just a little button that I push on the back end, and then you got it. So, we will talk about that, and also, I will, you know, if you send us an email afterwards, and you say, hey, I want Ads Manager in my grow, just send us an email.
318
00:45:40.450 --> 00:45:58.269
Robert Schwartz: or let us know in the chat, we'll pull it out, and I'll make sure that all of you get Ads Manager by the end of this week, so that you have it, and you can have that there. If anything else, if you're running ads, what having Ads Manager pulled into your Grow really does for you is there is great data analytics reporting within Grow that will pull all of your key metrics.
319
00:45:58.270 --> 00:46:12.540
Robert Schwartz: from Facebook, and we'll actually feed it to you in a beautiful report, so you can take that, you can compare it to your core profits and all of your sales, and you can get TrueCap to LTV, you can understand all of your KPIs and your advertising, and know exactly what looks to make matters.
320
00:46:12.980 --> 00:46:19.060
Garrett Scales: And just to confirm, you can take your current ads you may be running in Meta or whatnot, and pull them into Grow.
321
00:46:19.170 --> 00:46:22.750
Robert Schwartz: Anything that's in your Ads Manager, once you connect it, will be right there for you.
322
00:46:22.750 --> 00:46:23.430
Garrett Scales: Perfect.
323
00:46:23.700 --> 00:46:25.009
Robert Schwartz: That's so cool. I love it.
324
00:46:25.040 --> 00:46:44.690
Robert Schwartz: Alright, where you get stuck? Where a lot of DIY owners come to me for help, inconsistency, right? Not a bunch of, like, I don't know where to go, life gets busy, I haven't been sticking out this long, so again, if this is something that you want to do, make sure that you dedicate. I had to talk with Zach ahead of time. How much time would I really need?
325
00:46:44.730 --> 00:46:55.909
Robert Schwartz: before you get really, like, when you first start out, you probably need a couple of hours to really build your ads, to understand it. You probably need about a couple hours a month to dedicate this.
326
00:46:55.910 --> 00:47:08.819
Robert Schwartz: to dedicate to this. Once you start doing it, after, like, month 3, you should be able to write ads, start ads, launch ads, media buy, with about an hour and a hour and a half worth of time total
327
00:47:08.940 --> 00:47:18.369
Robert Schwartz: A month. 15 to 20 minutes a week, spend in there, understanding your data, making moves, adding or subtracting creatives, about an hour, hour and a half at a time. Each month.
328
00:47:18.790 --> 00:47:20.290
Robert Schwartz: As long as you're successful.
329
00:47:20.640 --> 00:47:26.020
Robert Schwartz: No testing discipline, right? Launching one ad to one audience, leave it on for a month, don't do anything.
330
00:47:26.400 --> 00:47:29.399
Robert Schwartz: That's where you can also get stuck. As a rule of thumb.
331
00:47:29.570 --> 00:47:42.860
Robert Schwartz: whenever I launch an ad, I launch one ad copy between two headlines, so two opposing headlines, and again, going to the psychology. Usually, one is a positive or a neutral headline, the other is a…
332
00:47:42.860 --> 00:47:49.799
Robert Schwartz: Pain-based headline. 9 times out of 10, pain-based works. Unfortunately, that's the world that we live in. Pain-based headlines work.
333
00:47:49.840 --> 00:48:09.019
Robert Schwartz: 9 times out of ten. Now, some places are very happy. There are parts of the country that are very happy, and so those positive, neutral headlines work. So, one ad copy, two headlines, six to eight creatives. Back in the day, it was four. Now, because of Andromeda, we try to do 6 to 8 creatives with a mixture of video and static.
334
00:48:09.020 --> 00:48:11.200
Robert Schwartz: 8 out of 10 times video wins.
335
00:48:11.200 --> 00:48:35.950
Robert Schwartz: 9 out of 10 times a pain-based headline wins, but you follow that data. I let… I put it out there, I let it run about 7 to 10 days, and then I go in and I see my data. I can see what's working and what's not, based on the CTRs and the CPCs, my conversion metrics, and then I'll start turning off things. I can get a winning headline, narrow that down, I get 2 or 3 winning creatives, and then what that does is that funnels all your ad spend to your winning headline and creative, and then I get, like, 2 weeks
336
00:48:35.950 --> 00:48:42.049
Robert Schwartz: where it's, like, common. Two weeks of just great metrics, we get some great conversion, and usually towards the end.
337
00:48:42.100 --> 00:48:45.040
Robert Schwartz: I have to either come back in and bring a new headline or refresh.
338
00:48:45.400 --> 00:48:53.099
Robert Schwartz: As a whole, every 30 to 45 days, it's a new message, just to keep new message, new creatives, just to keep things fresh.
339
00:48:53.910 --> 00:48:56.419
Garrett Scales: What's an example of a pain-based headline?
340
00:48:57.720 --> 00:49:00.159
Robert Schwartz: A pain base headline.
341
00:49:00.270 --> 00:49:03.280
Robert Schwartz: You said that this was the year you were gonna do it.
342
00:49:03.280 --> 00:49:07.949
Zach Forrest, PushPress: Yeah, that's like when you address a pain point for a customer, right? Like.
343
00:49:09.790 --> 00:49:16.999
Zach Forrest, PushPress: Yeah, you said that this was the year that you're gonna… or you said, like, hey, you said you were gonna make this a habit.
344
00:49:17.440 --> 00:49:18.919
Zach Forrest, PushPress: Something like that, yeah.
345
00:49:19.180 --> 00:49:26.790
Robert Schwartz: Right. Remember in January, you said this was gonna be the year? That's a pain-based headline. That hits you right in the stomach, right? Oh, what?
346
00:49:27.380 --> 00:49:30.849
Zach Forrest, PushPress: stop paying for a membership when you're not going, something like that.
347
00:49:30.870 --> 00:49:42.759
Robert Schwartz: The opposite side of that spectrum is 2026. This is the year you're gonna do it. That's the opposing psyche, right? So, 2026, you said this was gonna be the year.
348
00:49:42.940 --> 00:49:51.589
Robert Schwartz: For 2026, this is gonna be the year, right? Two different opposing psychological profiles. Nine times out of 10, the paid base works.
349
00:49:52.390 --> 00:50:02.589
Robert Schwartz: Last one, tracking confusion, right? Not having pixels, not having UTMs, no attribution. Again, not a plug for Grow, it's also GHL, as long as you have a CRM and it's connected.
350
00:50:02.850 --> 00:50:08.490
Robert Schwartz: We'll have all of that data already laid out for you, the data reports are already there, you'll be able to see all of those things.
351
00:50:10.180 --> 00:50:12.570
Robert Schwartz: Let's talk about it. Simple way to choose your path.
352
00:50:12.940 --> 00:50:30.179
Robert Schwartz: Alright, let's wrap this up. Are your foundations dialed in? You've got a great onboarding flow, you've got great lead follow-up, you've got a great conversion sequence. Yes, move forward with working… with doing ads. If you don't, fix it first, right? Neither path is going to work for you. So, again, foundations are key.
353
00:50:30.230 --> 00:50:36.290
Robert Schwartz: Understand your clients, have a great follow-up system, have a CRM, have great conversions, right?
354
00:50:36.510 --> 00:50:41.809
Robert Schwartz: Next. Can you commit $2,500 a month for at least 3 months? We talked about this a few slides ago.
355
00:50:42.160 --> 00:50:44.790
Robert Schwartz: If yes, agency is on the table.
356
00:50:44.950 --> 00:50:48.019
Robert Schwartz: If no, DIY is where you're gonna start.
357
00:50:48.790 --> 00:51:06.390
Robert Schwartz: And then finally, do you have 5 to 10 hours a week and the desire to learn ads? Yes, DIY is on the table. No, definitely hire the agency. Again, I think 5 to 10 is a little much, Zach. I think that… I think that initially, when you start, I would say a couple of hours a week dedicated to this.
358
00:51:06.390 --> 00:51:21.689
Robert Schwartz: And then it will get a little bit easier, but I think that was very… I think that was very good to say, hey, maybe just depending on your level of knowledge, depending on your tech skills, maybe initially it is 5 hours a week that you're working on this to really dial in.
359
00:51:24.860 --> 00:51:36.279
Robert Schwartz: I'm gonna skip my live demo, and I'm going to just bring it to the Q&A, because the live demo could take us down a rabbit hole, and I do want to make sure that I have some time to answer your guys' questions before we wrap this.
360
00:51:36.750 --> 00:51:45.589
Robert Schwartz: I don't know, Zach, I feel like maybe there might be another opportunity for us to do something like this again, because it seems like a lot of people… I can just look at the chat, seems like we got a lot of stuff here, so…
361
00:51:45.590 --> 00:51:54.610
Zach Forrest, PushPress: 100%. I definitely think, because I'd rather dedicate another webinar, another time slot, to actually giving people,
362
00:51:54.610 --> 00:52:07.829
Zach Forrest, PushPress: the views and the, the working knowledge of what you're doing behind the scenes and going into Grow and seeing it, I'd rather give, like, good focus on that than just to brush over it and frustrate people.
363
00:52:07.830 --> 00:52:08.230
Robert Schwartz: For sure.
364
00:52:08.230 --> 00:52:13.589
Zach Forrest, PushPress: Because then they'll go in, they'll try to do it themselves, and they'll just get upset. So, let's plan to have.
365
00:52:13.590 --> 00:52:19.349
Robert Schwartz: I'm gonna shoot my… I'm gonna shoot myself in the foot. Of course, you push press clients, know that you guys all can book a 30-minute
366
00:52:19.770 --> 00:52:23.400
Robert Schwartz: live demo with me anytime that you want, so if you are a push press…
367
00:52:27.280 --> 00:52:29.129
Zach Forrest, PushPress: Nope, did we lose Rob?
368
00:52:33.660 --> 00:52:36.910
Zach Forrest, PushPress: Oh, for a second, I thought I paused. Are you still there, Garrett? That's good.
369
00:52:36.910 --> 00:52:37.589
Garrett Scales: I'm still here.
370
00:52:37.590 --> 00:52:41.570
Zach Forrest, PushPress: Well, Rob, we can just…
371
00:52:41.570 --> 00:52:43.610
Garrett Scales: He's got Flora… he's got that Florida internet.
372
00:52:43.610 --> 00:52:49.169
Zach Forrest, PushPress: Yeah. We'll wait for him to come back, but let's go through the questions, and let's see,
373
00:52:50.050 --> 00:52:59.929
Zach Forrest, PushPress: what we got going on. Let's see, oh, we got that one. Have signed off. Tom, we're gonna get that to him. Do we have anything in the QA directly? Oh, we did. Let's see.
374
00:52:59.930 --> 00:53:13.330
Garrett Scales: Yeah, you know, one of the questions came in about the flow, so they come in, they email based off their answers, as far… from social media. Rob is back. Oh, there you go. Hey, Rob, I got a question for you that came in.
375
00:53:14.590 --> 00:53:23.679
Garrett Scales: So, they're a small boutique women's gym. They confer about 95% of the people from organic leads from social media.
376
00:53:23.680 --> 00:53:24.140
Robert Schwartz: Okay.
377
00:53:24.140 --> 00:53:31.240
Garrett Scales: They have an ad that people fill out, questionnaire, they email in based off their answers, but no one ever answers their emails, they said.
378
00:53:31.410 --> 00:53:31.950
Robert Schwartz: Yeah.
379
00:53:32.190 --> 00:53:42.180
Garrett Scales: Ai creates the email, then we send it out. It's probably only 20 leads a week. Do you have any suggestions for this, or something they could change in their flow?
380
00:53:42.610 --> 00:53:53.880
Robert Schwartz: Yeah, this goes back to that transtheoretical model of transformation and change, right? At that moment in Facebook, they see whatever you've created, whether it's your post or whatever, and they get this, hey, fill out this questionnaire, and they do it.
381
00:53:54.050 --> 00:54:02.630
Robert Schwartz: Because that's that moment, they're excited about it, and then they get an email, and then there's additional steps to follow up, and there's just… there's just no more intent behind that.
382
00:54:02.720 --> 00:54:06.789
Robert Schwartz: Right? So, a couple of things that you could do. So, number one, help raise intent.
383
00:54:06.810 --> 00:54:21.500
Robert Schwartz: You can always direct them. We talked to… we talked about that landing page or funnel that you can create, where instead of just instantly sending them a form to fill out, maybe create a little bit more higher of intent by sending them to a landing page or a funnel where they learn more about their business.
384
00:54:21.500 --> 00:54:27.720
Robert Schwartz: And you touch on some more key pain points that would raise that level of intent and get them more excited before they fill out that form.
385
00:54:27.720 --> 00:54:30.099
Robert Schwartz: That's number one. Number two.
386
00:54:30.100 --> 00:54:45.889
Robert Schwartz: Email follow-up is really tough on, essentially, what I would call a cold lead, right? So, if you hear what I shared earlier, my direct CTA was always to get them to book a call, so rather than have them send an email, or, you know, rather than have them fill out an email and then get a follow-up email.
387
00:54:45.910 --> 00:54:47.589
Robert Schwartz: I would much rather see them
388
00:54:47.670 --> 00:55:02.150
Robert Schwartz: fill out the form, and then once they fill out that form, be directed to book a quick call, or to take some sort of additional action. Because once… once you do that, now you've got them locked at least into something, whether that's a scheduled time to get on a conversation.
389
00:55:02.150 --> 00:55:14.579
Robert Schwartz: Whether that's a free intro, and look, let's be honest, the industry standard from there is only a 50% show rate, right? So if you get 10 people to book a call with you, if you get 5 to show up, you're doing great.
390
00:55:14.970 --> 00:55:18.670
Robert Schwartz: You really are doing great, because again, that transceoretical model.
391
00:55:19.110 --> 00:55:30.020
Robert Schwartz: they're still in pre-contemplation, contemplation, until they have a personal interaction with you or your staff. So, until that personal interaction happens, you raise that level of intent and get them into
392
00:55:30.450 --> 00:55:32.870
Robert Schwartz: Action or preparation phase.
393
00:55:33.070 --> 00:55:40.160
Robert Schwartz: They're gonna roll all the way back to pre-contemplation, contemplation, back to the couch, chips are out, food's on the hand.
394
00:55:41.120 --> 00:55:46.350
Garrett Scales: And do you… and do you have any recommendations on agencies to use, real quick?
395
00:55:46.820 --> 00:55:54.540
Robert Schwartz: I'm gonna keep that as… I'm gonna say, no, I'm not gonna recommend any singular agency, because I don't…
396
00:55:54.540 --> 00:55:55.650
Garrett Scales: in Switzerland.
397
00:55:55.650 --> 00:56:08.980
Robert Schwartz: I'm gonna stay very Switzerland, because if somebody sees this, why did you recommend mine? You know, I'll get some hate mail from some of the other folks in the agency space, because they do know me. So I'll keep it neutral. But what I'll say to you is this. If you want to work with an agency, I would shop
398
00:56:09.160 --> 00:56:23.709
Robert Schwartz: I wouldn't just get in the bed with the first one that sounds great to you. I would shop them, and I would take your time. I would ask to… I would ask them to show you their KPIs as an agency, and I would ask to understand their process, and I would make sure that they understood that you were a savvy buyer.
399
00:56:23.710 --> 00:56:37.159
Robert Schwartz: Also, don't get locked into those contracts, right? A 90-day is not a bad… again, like I shared, if you can't do this for 90 days, don't hire an agency. So to get locked in for 90 days, sure, but don't get locked into it. If they're pushing an annual contract right away.
400
00:56:37.160 --> 00:56:55.770
Robert Schwartz: red flag, let's eject right away, and not move forward. But if you can get an initial 90 days, that's great. Most agencies, I know the one that I worked for last, I showed up to calls with our agency KPIs, and I would review it, and I would share those with our potential clients. Like, this is what we're doing right now as an agency, and then I would show them
401
00:56:56.770 --> 00:57:11.820
Robert Schwartz: So, say they were a CrossFit. I would show them other CrossFit similar to them, and I would show them month-to-date, year-to-date, what we were doing in specifically those accounts, so everything was transparent to them, so they could make an informed buying decision. And if they're not willing to share that with you, red flag.
402
00:57:12.330 --> 00:57:23.120
Zach Forrest, PushPress: Yep. Nice. Dude, Rob, this has been phenomenal. There are a couple other questions, but I think what we're gonna end up doing is setting another webinar to address everything that you,
403
00:57:23.490 --> 00:57:32.119
Zach Forrest, PushPress: that you want to with the live demo and getting into Grow and running the ads through there on the DIY side? Are you down for that?
404
00:57:32.120 --> 00:57:41.649
Robert Schwartz: Absolutely, I… if you can't tell, I love talking about this, and the more gym owners that we can give information to and empower, that's my mission, make gym owners as possible.
405
00:57:41.650 --> 00:57:45.980
Zach Forrest, PushPress: I love it. So, ladies and gentlemen, for today, that is a wrap.
406
00:57:45.980 --> 00:58:10.930
Zach Forrest, PushPress: This replay is gonna go out to everyone who registered, so share it. If you know a gym owner who needs this information, or you think would appreciate this information, send it to them as well. And then look for a follow-up email that has a registration for, I'm gonna call it Part 2 DIY with Rob. Also, if you're part of the Push Press Facebook group, both Rob and Garrett and myself, we're all in there.
407
00:58:10.930 --> 00:58:15.020
Zach Forrest, PushPress: So if you have any questions that pop into your head after the fact.
408
00:58:15.100 --> 00:58:32.409
Zach Forrest, PushPress: put them in the Facebook group, and we'll answer them for everyone to see. Our next webinar, which is 2 weeks from today, is about running and hosting community events that bring value to your members and your business. So, it'll be on May 21st, and everyone that's listening, you will also get the registration link to that
409
00:58:32.410 --> 00:58:35.220
Zach Forrest, PushPress: in the follow-up email. Rob, any final words?
410
00:58:35.880 --> 00:58:40.239
Robert Schwartz: Yes, paid advertising does work, just make sure it's gonna work for you.
411
00:58:40.240 --> 00:58:44.319
Zach Forrest, PushPress: Hell yeah, I love it. Thank you, everyone, for coming out, we will see you next time.
412
00:58:44.320 --> 00:58:45.230
Robert Schwartz: Thanks, guys.
.png)
.webp)