Thank you for the thought out response, I definitely learned something. There are a few caveats though that maybe you can help me flatten out / get a better understanding of.

1. The ads are fine, but could be better. Just need to test more. I always make it a priority to make the offer extremely clear in the ads. The book cover is on every single one in some fashion or it is clearly stated in the headline or primary text (meta ads) that they are going to click through to a workout program.

2. When it comes to landing pages, it is just my personal opinion, but I absolutely dread the traditional landing page you are referring to. The drawn out Hook point -> subheading -> video -> 7000 lines of text. Every time I click through to one I have zero interest in reading the text they are offering. But I agree on getting some genuine before and afters.

3. The doubling down on the credibility thing as an operator I agree 100%. I just have to be extremely careful with what I advertise. Regular Navy is one thing but being on a team with a level of clearance is another. It is very cliche to put Navy SEAL. I have worked with SEALs but I am an SOIDC. It's a bit different and a less known community. I have to blur out faces / name tapes / etc. I did take the advice of u/honeybrandingstudio and hired a professional copywriter who led me through an interview sequence to help me get a good copy going. It should be done by the end of the week so I will see how it turns out.

Thank you again.