Soul Punch: case file

Two eras

Who booked

Every booked call came from a woman aged 45 or over. The campaign still targets 25 to 65.

The previous agency's winner

"Image Ad-3" ran $2,500 for 362 sign-ups at $6.90, mostly to the "personal development" audience. It opened with a business outcome: "Launch a women's safety business earning 1.5K to 3K/month in as little as 60 days", then a trainer testimonial and a free Saturday training. Our ads dropped the business outcome completely (and the income figure, which is a Meta risk).

The paused campaign

One promise from ad to booking?

Small number clashes

• Trainers: 92 (methodology page) vs 87 (onboarding) vs 50+ (old ads).
• Gloria: "more than 30 years teaching women" vs 18.5 years in law enforcement (fine if both true, but say it the same way everywhere).
• The stat counters on the landing page read "0+" until they animate. On a slow phone, the first thing a visitor sees is "0 women trained".
• The success page's hidden SEO data still describes a sales-training program. Google can show it in results.

Soul Punch (Gloria Marcott)

Numbers

• $1,201 total, 669 landing page views, 105 applications, 17 booked calls.
• Booked calls at $30 each once tracking worked, against a $2,997 to $3,997 sale. One sale pays for roughly 3 months of ads.
• Paused by the client with the cost per call still falling.

Root cause 1 · we can't see past the booking

Our framework's levels go calls, then cash, then scale. Soul Punch passed the calls level. Nobody has told us how many of the 17 showed up, how many bought, or why the campaign was paused. Gloria's onboarding claim was an 80% show rate and 8 to 9 out of 10 closed. If that held, 17 calls would be over $40,000 in sales, and nobody would pause that. So something on the calls is different from what we were told: the wrong women, women who can't afford it, or no follow-up. That is the first thing to find out.

Root cause 2 · the ads sell the mission, not the reason to pay

Our framework's rule: a curious lead is a bad lead. The ads are moving and on-brand, and they attract women who care about safety. But the buyer of a $3,997 certification is a woman who wants to do something with it: run classes, earn from it, change direction in her 40s, 50s or 60s. The old winner led with that. Ours don't mention it. That can fill the calendar with women who love the idea but were never going to pay.

Root cause 3 · targeting still pays for women who never book

$6,011 has gone to women under 45 across the account's life, for zero bookings. Audience Network is still on. Both are cheap fixes.

Selling a service and a skill, so raise both kinds of belief

Our framework splits belief in two. Belief in Gloria is strong (18.5 years law enforcement, 10,000+ women). Belief in herself is what the buyer lacks: "could I really teach this?" Jamie (26-year teacher, no background) is the best answer, and Ad A uses her well. Add the first-class guarantee and the step-by-step trainer journey (6 weeks online, 3 days in person, curriculum and scripts included) to every ad.

The fix, in order

1. Today: ask Gloria why she paused it, and get the outcome of every one of the 17 calls (showed, bought, reason not).
2. Before restarting: age 45+, Audience Network off. Keep $50/day and Schedule optimisation (17 bookings is enough signal).
3. Restart with: Video B, the "Every woman" text, and a new third text that adds the "what you can do with it" outcome (below). Keep "Become Peacefully Fierce".
4. Add one qualifying question to Calendly: "This is a paid certification. Are you in a position to invest in yourself if it's the right fit?" so the calls are with buyers.
5. Clean up: delete the "7 Steps to Sales Mastery" SEO data on /success, set the counters to show real numbers at rest, use one trainer count everywhere.
6. If calls don't close: add a short bridge video on /success (acknowledge, excite, what we'll cover, what to have ready) and a reminder sequence. Our framework puts show and close fixes at level 2, before more spend.

Can we pass the Plain Words Test?

Questions for Gloria (from our Question Bank)

1. Why did you pause the campaign on 23 October?
2. Of the 17 women who booked, how many showed, how many bought, and why didn't the others?
3. Describe the last 3 women who bought. Age, job, what was going on in their life?
4. Who is NOT a fit? (Wants self-defense for herself only? Can't afford it?)
5. How many calls a week can you take, and who takes them?
6. Is it 87 or 92 certified trainers today?
7. When does the next 6-week cohort start? A real start date gives the ads honest urgency.
8. If we get ONE thing working in the next 30 days, what should it be?

A third text for the restart

Built with the 4 proven booked-call hooks. Rules: no income figures, no "you" plus personal attributes, no fear-based claims about attacks, women 45+ in mind. Keep the two current texts. Add this one to test the "what you can do with it" angle.

The 4 hooks (first lines)

Full text (Ad C)

Compliance check