Day: April 24, 2024

Facebook Ads Optimization Strategies for a 5-Day Challenge

Facebook Ads Optimization Strategies for a 5-Day Challenge

Micheal O'Neill

Facebook Ads Optimization Strategies for a 5-Day Challenge

Discover powerful strategies to optimize your Facebook ads for a successful 5-day challenge. Learn how to drive registrations, boost conversions, and maximize results with these effective optimization techniques.
Facebook Ads Optimization Strategies for a 5-Day Challenge

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Analyzing Successful Facebook Ad for a 5-Day Workshop

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This video ad is from Kelly Roach leading into her Scale with Simplicity, 5-Day Workshop.

Some key takeaways:

  • I’m not a fan of the direct callout “For Coaches & Consultants who want….”. This is a lazy approach to copywriting. I prefer a problem/solution or pain/pleasure approach to capture attention in the opening hook of an ad. This can either be in the form of a question, statement, or quote.
  • The hook is specific – 7 figures in 12 months. The more specific your copy, the more interest will be invoked, and the more people will pay attention.
  • Kelly establishes authority quickly. One improvement here is to flip the order of the 2nd paragraph. Put the customers first. People don’t care that Kelly has built an 8 figure business. They want to know if she can help them build a 7 figure business. But they need to know that Kelly has the experience and knowledge to help them do what she is promising.
  • Kelly provokes desire at a good point with a short, easy-to-understand question. Will you be next? Questions are an essential element of Ad copy. Make sure you include, so questions to draw people deeper into the conversation.
  • The “what” of the primary promise is strong. From “Overwhelmed owner-operators to visionary CEOs”.
  • The transformational promise is good but could be improved by making it more specific. For example, what could you see people doing when they have abundance and freedom?
  • The ad rounds out a direct CTA. I prefer using a transformational CTA. Click the link below to scale to 7-figures this year.
  • A big improvement would be to include some information about how they are going to help people achieve the primary promise. What is the offer of the ad?

Pre-Launch Opt-In Page for Your 5-Day Challenge/Workshop

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Kelly Roach has opened up registration for her pre-launch, a 5-day challenge/workshop.

Some key takeaways:

  • A beautifully clean and simple opt-in page.
  • I always like to test an image of the creator on a pre-launch opt-in page. It begins the relationship-building process, which is needed during the offer phase. 
  • Note that Kelly didn’t include a logo. Logos don’t move people to action. Brand building can come after the opt-in. The only goal is to get people to click the link and register for the workshop.
  • The primary promise is clear from the headline and subhead. Undoubtedly this opt-in page will convert well for Kelly as she has an established track record. However, there is nothing unique about her proposition or her mechanism. Without a big name or a track record, she would have to work harder to show how she is different to everyone else, offering something similar.
  • She could also do a better job of painting the transformation. What will life be like when you have a multi-million.
  • It is important for a challenge or a live launch that you give people some idea of the dates. Too much or too little info will lower your conversion rate. I like how Kelly has outlined the schedule. This is something you can copy directly from her page – 

Free 5-day workshop starting
January 23rd at 12:00pm EST

  • “Learn the proven process” is a staple copywriting technique to give people certainty that not alone do you know how to do something but you can help them achieve the same outcome. If you have a process, then anyone can follow it and get the same results.
Optimize Your Facebook Ads for Mini Offer Success

Optimize Your Facebook Ads for Mini Offer Success

Micheal O'Neill

Optimize Your Facebook Ads for Mini Offer Success

Unlock the potential of your Facebook ads by optimizing them for mini offer success. Discover key strategies to enhance conversion rates and maximize your ROI on mini offer campaigns.
Optimize Your Facebook Ads for Mini Offer Success

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The problem with direct-to-offer ads

Do you always need to run ads to a lead magnet?

 

No, absolutely not.

 

But if you’re running cold traffic to a paid offer, you better have your ducks in a row!

 

Here at LAUNCH, we love front-end mini products.

 

The method we teach our students looks something like this:

 

Ad > Lead Magnet Opt-In > Mini Product Upsell > Profit Maximising Upsell

 

The beauty of this model is if someone doesn’t purchase the upsell, you still get their email.

 

Think of an email address as an asset.

 

Even if you don’t make money straight off the bat, you’ve got plenty more opportunities.

 

Driving paid traffic to a cold offer is a much more challenging play.

 

Even if your offer page converts at 10%, 90% of people slip through the net.

 

And remember a 10% conversion rate on an offer page is off the charts.

 

On the other hand, a high-converting opt-in page could convert 60%-70% of visitors.

 

So why would someone consider sending cold traffic to an opt-in page?

 

Well, by simplifying the funnel and process, you make it easy for people to buy.

 

And with a direct offer, you can tailor your ad copy to the offer. 

 

This will result in a higher conversion rate than when we make the offer on the lead magnet upsell page.

 

My advice for mini products is to test and optimize your offer, driving people to a lead magnet first.

 

Once you see a strong upsell conversion rate, test sending people directly to the offer page. 

Your high-converting ad copy framework

Speaking of Meta ads directly to mini offers, let’s look at an ad from Colin Boyd.

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The opening hook is what we refer to as a “bold statement.”

 

Does every successful coach know they need a signature story?

 

I’d doubt it, but if you are a coach and you see this, you will be intrigued.

 

I love the use of caps in “super” and “need”. 

 

It’s a pattern interrupt that instantly draws attention to the ad.

 

The second line explains why a signature story is important. 

 

It sets the stakes for the reader. What’s at risk?

 

The pitfall follows the risk. The hazard that’s hiding in plain view. 

 

This is classic storytelling. 

 

In our AIDA framework, Colin has ticked the first two boxes – Attention & Interest.

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Objections don’t just prevent people from buying your offers.

 

They also prevent people from engaging with your content and ads.

 

I don’t see this very often, but I love how Colin calls out 3 big objections in this ad.

 

Often, people are afraid to call out objections.

 

But calling them out has the direct opposite impact you think it might.

 

It shows people you understand them. 

 

And, it shows that you’ve thought about where they are and the challenges they face.

 

We’ll definitely be testing this copy strategy across our ad accounts this week. 

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And finally, we have the call to action.

Colin works in the transformation nicely here.

The ad contains all the necessary elements to get people to take action.

Here’s a nice ad copy framework for you to take away and test this week:

Hook > Stakes > Pitfalls > Solution > Objections > Transformation > CTA

But for the love of all that is good, please pay attention to your url’s.

https://www.conversionstoryformula.com/fbsales-page

Is just LAZY. Come on Colin!

It’s visible in your ad. Anything else will do…..

  • /craft-your-conversion-story
  • /my-conversion-story
  • /get-started
  • /find-your-story

Facebook Ad Swipe Files

A simple but effective sales page format

So, let’s take a look at Colin’s offer.

Structurally, this is a very simple sales page built in Clickfunnels.

 

Colin’s 13-minute VSL does most of the heavy lifting when it comes to the sale.

 

It’s a $47 offer with a $27 offer bump and a $297 one-time offer.

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The primary promise is clear:  

How to sell people into your programs using your conversion story.

He uses the [Primary Promise] without [Primary Frustration] headline format.

Colin also shows that you don’t need to worry about long headlines. 

At 29 words in the primary headline and 10 in the sub-headline this is a mouthfull

Colin relies heavily on social proof from a lot of the “big” names in the online world.

The offer page is short (or comparably short to a lot of the pages we review).

But I like it. Even in its shortened form, it ticks all the boxes.

  • Connect
  • Problem
  • Solution
  • Your Solution
  • Bonuses
  • Transformation
  • Objections
  • Price reveal
  • FAQ’s

The only thing I don’t see is a guarantee, which is unusual but perfectly acceptable with a low-ticket offer.

Sales Page Swipe Files

How to Boost Conversion Rates for Your Lead Magnet Opt-in Page

How to Boost Conversion Rates for Your Lead Magnet Opt-in Page

Micheal O'Neill

How to Boost Conversion Rates for Your Lead Magnet Opt-in Page

Learn effective strategies to increase conversion rates for your lead magnet opt-in page. Discover key insights from high-converting examples and optimize your page and ads for better results.
How to Boost Conversion Rates for Your Lead Magnet Opt-in Page

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How to Boost Your Facebook Ad Conversion Rates

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Anytime you can take something complex and distill it into 1-page, it’ll be a hit.

Especially if it is something big like productivity.

With a simple and powerful promise, you don’t need many words to get people to act.

There are few entrepreneurs who haven’t stressed over productivity.

Most systems take longer to implement than they could ever save you.

But Brendon is making it simple. Everything on 1 page.

 

Facebook Ad Swipe File

Analyzing a High-Converting Lead Magnet Opt-in Page

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A self-quote will probably only work if you are as well-known as Brendon.

But that one underlined sentence is the key to conversion on this page.

It’s specific, it’s odd, it’s unusual, it’s not overhyped (100X), and it’s got me hooked.

Even if it doesn’t help me get 3 times more work done if it even gets me to 1.5X it’s worth it.

Lead Magnet Opt-in Page Swipe File

Crafting a Successful Pre-Launch Facebook Ad Strategy

Crafting a Successful Pre-Launch Facebook Ad Strategy

Micheal O'Neill

Crafting a Successful Pre-Launch Facebook Ad Strategy

Discover the key elements of a successful pre-launch Facebook ad strategy. Learn from a case study analyzing a high-converting Facebook ad for an online course pre-launch. Gain valuable insights to craft your own effective pre-launch ad campaigns.
Crafting a Successful Pre-Launch Facebook Ad Strategy

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Analyzing the Tactics Behind a Pre-Launch Workshop Ad

Who would have thought one of the worlds leading actors would dive head first into launching an online course.

Well, that’s exactly what Matthew “don’t half-ass it” McConaughey has just done.

And, boy, did he pull it off! 

Let’s take a look at the Facebook Ad for his pre-launch workshop.

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Honestly, if this ad wasn’t by Matthew McConaughey for an event co-hosted with Tony Robbins, Dean Graziosi, and Marie Forleo, I would bet good money the ad would have bombed. 

The primary promise is to turn red lights into green lights. Vague at best. 

“Creating a life that’s happier, more connected and more meaningful, and a whole lot more fun” yeah, it sounds good on paper, but we’ve heard this a million times before.

But let’s look for some positives….

  • Even though the open hook is bland, it will undoubtedly get people to nod and say yes in their head. 
  • “Imagine this: all of us comin’ together to revive…” I bet you read this in Matthew’s voice, didn’t you? While not groundbreaking, this is definitely in Matthew’s voice. It also sets up an “Us” against the world dynamic. At a time when people are experiencing more division and feelings of isolation, extending an invitation to join a movement is an attractive offer.
  • Honesty, even if counter to your argument, can trigger trust and compel people to take action. “And look, I don’t have all the answers” Extensive research on ads that pointed out the flaws of the product being sold shows they performed better than ads that only highlighted the positive attributes. 

Facebook Ads Swipe File

 

Crafting a Winning Pre-Launch Opt-In Page Strategy

The Art Of Livin’ was a pre-launch workshop for his course Roadtrip priced at $397.

Here’s the crazy thing. 2.4 million people registered for the event.

Now, I don’t have exact numbers for the launch revenue, but by piecing together some info, we can come up with some round figures.

50 meals were donated through Feeding America on behalf of everyone who purchased the course.

They reported that 1.2 million meals were donated.

If you run the numbers, this means that 240,000 people purchased the course.

So Mr. alright, alright, alright brought in $9.5 million in sales.

And, remember that isn’t including the VIP upgrades on the front end. 

Not bad for your first launch!

Let’s dive into the Art Of Livin’ opt-in page:

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The copy is irrelevant. The image does all the heavy lifting. Now we may not be able to pick up our phone and call Tony Robbins to get him to co-present on our pre-launch workshop. Still, the question you should be asking is:

  • Who could I work with that has an established audience, is complementary but not a direct competitor, and would instantly elevate my status? 

If you are not “A” level yet, that’s ok. Start building a network of people a couple steps ahead of you.

Opt-in Page Swipe File

Leveraging Lead Magnets for Profitable Membership Launches

Leveraging Lead Magnets for Profitable Membership Launches

Micheal O'Neill

Leveraging Lead Magnets for Profitable Membership Launches

Discover how to leverage lead magnets effectively for profitable membership launches. Explore strategies for optimizing lead magnet opt-in pages and crafting compelling Facebook ads. Learn from successful examples and gain valuable insights for maximizing your membership launch success.
Leveraging Lead Magnets for Profitable Membership Launches

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Simple Lead Magnet Opt-in Page for Your Next Launch

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Not all opt-in pages need to be a work of art.

Especially if you are everyone’s favorite Rich Dad…..

…let’s take a look at Robert Kiyosaki’s crypto membership funnel.

Wait, did I just mention the disgusting “C” word. Hell yeah, I did.

And you better get used to hearing about it because 2021’s hot topic is about to resurface.

Anyway, that’s a topic for a different newsletter!

Robert started talking about crypto and, more specifically, Bitcoin in 2020.

That’s important when we come to some social proof on the sales page.

Robert definitely falls into the “expert” who makes money online.

Rather than the slick marketer who sells knowledge online.

As his name precedes him, he doesn’t need all the fills.

This is a super simple opt-in page built in Kartra.

3 Elements To Inspire Your Offer Page:

 

This is a basic page, but Robert hit the fundamentals –

  • Headline
  • Sub-head
  • Body + 3/4 Bullet points
  • Image
  • CTA

 

  • Headline

I love the headline “Decrypting Crypto”. 

Robert speaks to potential investors’ primary fear, frustration and desire. All in just two words.

 

  • Upside-down opt-in form

Traditionally, the opt-in form is below the body copy.

In this case, Robert keeps the form at the top of the right-hand column.

Looking at the page, the two big selling points are i) Robert Kiyosaki ii) free.

With a strong brand and clear offer, giving people the option to opt-in as quickly as possible is a great idea.

Something we can definitely test on our opt-in pages. 

Opt-in Page Swipe File

 

Decoding Facebook Ad Strategies for Lead Magnets

ad to lead magnet

3 Elements To Inspire Your Facebook Ads:

 

  • The power of questions

Questions work on many levels. 

Firstly, they engage the reader. 

We are conditioned to respond to questions. This is one of the great copywriting hacks.

If you match the questions in your audience’s head, they will instantly think you understand them and will feel drawn to you.

They start conversations in your audience’s head and lead them deeper into the rabbit hole.

“How do you begin to profit from them?” 

As a question, this is far more powerful than telling someone they could profit from Bitcoin.

 

  • Stoke the pain, promise the pleasure

Problem, problem, problem…..

But 

“It can be profitable once you understand them”

“It’s not hard once you learn the basics”

“…profit in the new world of crypto.”

Remember, an undisturbed prospect will not take action, no matter how glorious the positive upside is.

 

  • Make digital physical

If you are offering an eBook or digital product, it is always a good idea to depict it as a physical product. This may be in the form of a book or a box.

This makes the intangible tangible and increases the value proposition.

 Facebook Ads Swipe Files

 

Membership Sales Page Optimization Strategies

Membership Sales Page Optimization

3 Elements To Inspire Your Sales Page:

 

  • Quick links

There are 15 sections every sales page should have.

3 or 4 of these pages are high priority. Link to these pages from the header of your sales page.

Make it easy for a prospect to find the information they need.

Always have a header link to jump straight to the pricing block so people who are ready to buy can do so quickly.

Then FAQ’s, pricing, success path, and your bio are all possible sections to link to.

 

  • Social proof

Remember as I said above, Robert only started talking about Crypto in 2020. 

His membership now has 3,500 members paying $87 per month.

$3.65 million a year in 3 years is a spectacular growth rate.

The subtle inclusion of the 3,500 members and 5/5 Star Rating is a great use of non-testimonial social proof.

 

  • Highlight keywords

Use bold and color to highlight keywords and phrases.

No one is ever going to read your entire sales page.

Make it easy for skimmers to understand key messages and points.

Robert does this in the headline with “Biggest Wealth Transfer”

That’s the dream of Crypto. 

Every couple of generations, there is an opportunity to get in on the ground level of something big and for the small guy to win big. (or so, the dream is sold!)

This is the primary promise of the membership.

This membership will share the tricks and hacks to create generational wealth without starting with a trust fund.

 Sales Page Swipe Files

 

The Power of Paid Workshops for Membership Launches

The Power of Paid Workshops for Membership Launches

Micheal O'Neill

The Power of Paid Workshops for Membership Launches

Discover the power of using paid workshops to launch your membership successfully. Learn how to leverage paid pre-launch workshops to increase the quality of leads, engagement, and conversions for your membership program. Explore strategies for crafting compelling workshop offers and optimizing your membership launch.
The Power of Paid Workshops for Membership Launches

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How to Get Paid to Launch Your Membership

paid launch strategy

Who said you have to give stuff away for free to get leads?

Well, almost everyone, but that doesn’t mean you must follow it mindlessly.

And, here’s a “non-big name marketer” doing just that. 

Patty Palmer gives us a great example of how to get paid to launch your membership.

She charged a token fee of $37 for her 3 Day Virtual Workshop.

Does this mean that far fewer people register for your pre-launch workshop?

Absolutely….

Does this mean that far fewer people will sign up for your launch?

No, not at all….

The reduction in the quantity of people in your launch will be offset by the quality of the people.

Adding friction to registration means attendees will be:

  • better qualified
  • invested in learning and taking action
  • more interactive
  • more likely to get results
  • more likely to sign up for your membership/program

That all sounds great, BUT there is a word of caution.

It places a premium on your copy and offer for the pre-launch workshop.

Now, instead of making one offer, you’re making two. 

That means two sales pages. That means two email sales campaigns.

If you screw the pooch with your pre-launch offer, you’re in big trouble for your launch.

Now, to be fair, if you do a shitty job on the offer for your free workshop, you’re also in trouble.

But because it’s free, you have a little leeway.

With a paid pre-launch offer, you better sharpen your pencil and get down to serious copywriting.

Check out the offer structure for the paid pre-launch workshop in the swipe file. 

Patty does a great job of positioning her argument as to why people should attend.

Whether you are running a paid pre-launch or not, this is how you should think of your launch. 

Offer Page Swipe File

From Ads to a Profitable Launch

paid launch strategy

Simple hooks can work a treat.

 

The number one job of your hook is to get a response. 

 

People are conditioned to respond to questions. 

 

Here’s an opening hook everyone can use – “Ever caught yourself thinking this?”

 

The next line is crucial because it has to produce a big YES from your audience.

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Another simple hook but highly effective hook is: 

“Curious about {primary desire}? But don’t know where to begin?

I like the next line Patty used. “Let’s take away the uncertainty and swap it for a plan.”

People are looking to you to take away confusion and overwhelm. To show them the shortcut.

People want to feel secure, and they are on the shortest path to success.

These two examples are far less complex than many of the open hooks we have studied.

But I am confident that these ads did great for Patty.

Oh and check out the swipe files to see how Patty structured the transformation people will achieve once they have registered for her paid launch. Top marks!

 Facebook Ads Swipe Files

 

Crafting an Irresistible Membership Offer Page

Membership Offer Page

This is a Waitlist version of the offer page. 

 

What captured my attention on this offer page was the Success Path description.

 

Being a disciple of Stu McLaren, Patty was always going to have a strong success path.

 

But how she worked it into her offer page is sheer genius.

 

First we have the introduction:

Membership Offer Page

Memberships are a tough sell. You’re often asking people to sign up for an: 

  • undefined length of time
  • undefined amount of money
  • undefined outcome
  • undefined timeline to outcome

 

A success path brings specificity to what can otherwise be a very abstract offer.

 

Dream It – Plan It – Teach It – Grow It

 

Simple, but as a prospective member, I instantly know the path I will follow.

 

But then there is the real knockout punch:

 

Want to see the wins you’ll celebrate at each stage?

 

Many people struggle with making concrete promises for their membership.

 

Patty nails it in a very simple and easy to understand way:

Membership Offer Page
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Do yourself a huge favor, download and study this offer page.

There is solid gold here in creating a clear, concise, and compelling offer for a membership.

Membership Offer Page Swipe File

 

Unconventional Tactics for Course Launches Exposed

Unconventional Tactics for Course Launches Exposed

Micheal O'Neill

Unconventional Tactics for Course Launches Exposed

Explore innovative strategies for course launches in this insightful post. Learn how leveraging paid bootcamps can elevate launch confidence and attract highly qualified leads. Discover effective masterclass Facebook ad strategies and unconventional tactics for maximizing course launch success. Gain valuable insights into overcoming objections, nurturing leads, and driving conversions in your course launch journey.
Unconventional Tactics for Course Launches Exposed

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Paid Bootcamp Strategy: Elevate Your Launch with Confidence

If you’e ever asked yourself – “Should I do a paid launch Bootcamp?”

The answer is yes.

If you’ve never asked yourself the question. Now is the time.

No one said you have to give stuff away for free to generate leads for your launch.

Sure it is easier and cheaper. 

You now need two high converting offers and killer copy for two sales campagins.

But if you’re confident in your back end conversions it’s a massive thumbs up!

And this is exactly what Amy Porterfield is smack bang in the middle of right now.

Last year Amy tested running a paid Bootcamp in the run up to the launch of her signature program Digital Course Academy.

She called her Bootcamp – Course Confident.

If we think of the journey her audience are on, I love the name – Course Confident.

People need to believe three things before they buy:

  • I can do this
  • I like you and you can do this
  • You have a proven path for me to follow

The Course Confident Bootcamp is set up to achieve all 3, as well as erradicate doubt and objections to joining Digital Course Academy.

It’s elevating people to a position where they are ready to buy Amy’s signature program.

What could you do within your topic that would achieve the same outcome?

Plus getting people to pull out their wallets and pay a small fee in advance of a bigger ask triggers one of the strongest psychological triggers – Consistency.

People need to maintain a sense of consistency with their previous decisions. 

People who buy anything from you will be more likely to buy from you again.

The Course Confident Bootcamp was priced at $47.

But the real beauty in Amy’s approach is that Amy doesn’t just limit herself to selling to people on the Bootcamp.

She also does a traditional webinar launch of Digital Course Academy directly after the Bootcamp.

That means she has a group of highly qualified ready to buy people coming through the Bootcamp. 

And then with the free masterclass she also picks up all the people who didn’t commit to the Bootcamp.

Sometimes people are looking for a solution but they feel that a $47 bootcamp won’t solve they problem they face.

Below are two of Amy’s facebook ads for Course Confident:

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Facebook Ads Swipe File

Masterclass Facebook Ad Strategy Unveiled

Do yourself a favor. 

Hop on over to the Meta Ad Library and check out Amy’s recent ads. 

It’s awesome to see the big names go all out with their ad campaigns.

But here is one in particular that caught my attention for.

This ad is prompting Amy’s free Masterclass which was scheduled directly after the pre-launch Bootcamp.

Masterclass Facebook Ad Strategy

The opening hook straight away starts answering objections to launching a course:

  • Easy
  • Low-stress
  • Without big budget
  • Without big team

This is a great way to grab attention.

Then Amy goes into the big questions that people ask when considering creating a course…

(and if you don’t have real questions check out the A.I. Prompt above!)

“How will I find the people who need this course?”

“What if the tech is over my head?”

“What happens if I go through all of the trouble of creating a digital course, but no one even wants it?!” 

Then the resolution:

  • Not alone will I answer the question I’ll give you a NO-FAIL PLAN.

I now push all my clients to develop a workbook or guide to support their live launches.

This satiates people’s need for immediate gratification. 

People don’t like delaying the dopamine hit. 

This gives them something to hang their hopes on while they wait for the live element.

Facebook Ads Swipe File

Unconventional Course Launch Strategic Move Revealed

Brave move here by Amy, counter to what 99% of the big names do.

She has offered people free access to Module 1 of Digital Course Academy during her launch.

course launch

Amy knows her content is top-notch, so she isn’t worried people will see it and not like it.

 

The risk is people will get in for free and then get stuck in implementation mode or get overwhelmed before the cart closes.

 

Obviously, Amy has thought about this, so I would imagine that she has moved most of her old Pre-Launch Content into Module 1 or made this module heavily mindset-focused.

 

This is the first time I’ve seen a big-name launcher do this, so hat tip to Amy.

 

She is a model for trying new shit. I’d love to see this crush for her.

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I’m not the biggest fan of Amy’s Offer Page headline.

It is generic and bland. 

Now don’t get me wrong, Amy’s launch will gross over $5,000,000.

But she and her team are copy geniuses, and I expect more.

Revenue simplified doesn’t mean anything.

And people don’t lie awake at night in pain wondering how they will “untie their earnings from their hours”

Yes, I know the point they are going for that that isn’t how people would talk about the problem they are facing.

But hey, when you’ve put in the pre-work with your audience and build anticipation and desire with a killer Bootcamp and Masterclass, your headline doesn’t have to shoulder all the burden of conversion. 

Launch Swipe Files