I run a lor of ads for clients and have done so for many years now so I see in real time the ads that work really well. The difference, usually, between ads that do well and those that flop is the offer. It's definitely true that a good offer with poor copy and ad set up will outperform a terrible offer with great marketing elements. So what makes a good offer? Well, it's not the stuff you out into it, although that can help. It's more to do with the prospects current situation. You've probably heard about what keeps them up at night is the thing you should speak to in your marketing. They don't lie awake at night thinking about their body transformation in 12 weeks time. They think about how thet feel NOW and the cost of not fixing that. That leaves us with a problem in fitness because fitpros need a minimum amount of time to effect change. The prospect may be feeling like they have had enough and that the fact they cannot play with their kids on the trampoline is hurting them and that they understand if they don't fix it soon their kids will be all grown up and they will miss it. They want to fix the pain now not in 8 or 12 weeks time. But we can offer to work out an achieveable plan to get there that includes small milestones along the way. We can show them how that looks and that others like them solved it. Often, feeling like you have the answers to your problems feels like a weight off ('scuse the pun). There is a concept of hell island - where they are and heaven island where they want to get to (Travis Sago writes about this is his brilliant books) - there are obstacles in the water to get from one to the other. Hell island - they tried it before, it didn't work, they lost money, they lost time, they lost status Heaven Island - it's a believable plan, it's simple, it works, it promises AND delivers. Help them with each obstacle in your offers rather than the whole picture Example - Your offer could help them to form habits required for change through a challenge