The fitness industry is quite a competitive one and people are more skeptical than ever, so we had to make sure that his Instagram looked top notch and conveyed a sense of expertise, community and results. The easiest way for people to purchase from you is when you got the KLT formula down, “Know”, “Like” and “Trust” so, with that in mind we developed a content plan to create our “Instagram Funnel” but instead of focusing on everyone, we focused on women only since they were the biggest chunk of clients Javier had in the past, this way we could make the content a lot more relevant. 

After we got the “base” ready, it was time to run ads, we used our most engaged organic posts to warm up the cold traffic and then hit them with a Instagram DM campaign with a limited offer, so we could close them through messages. 

It makes it 100x easier to close a lead in messages because we can tailor the offer to their needs and problems. 

But after a couple of weeks our ads were profitable but only at a 1.5x ROAS, we quickly diagnosed that the problem was in the conversation so, we put together a sales messaging framework that would help: diagnose, empathize and close in just a couple of minutes. 

After implementing our new framework, our ROAS jumped up to 200%! 

Now it was time to start scaling with a lot more creatives and testing the different variables and pricing models for the program, while using the live feedback from the leads to optimize as much as possible. 

Now the program is signing up over 500+ members every month and Javier went from 15k followers to now over 100k followers