Day: April 30, 2024

Challenge Funnels Optimization Strategies for Course Sales

Challenge Funnels Optimization Strategies for Course Sales

Micheal O'Neill

Challenge Funnels Optimization Strategies for Course Sales

Explore effective strategies for optimizing challenge funnels to boost course sales. Discover proven techniques and tips to maximize your funnel's performance and drive more conversions for your courses.
Challenge Funnels Optimization Strategies for Course Sales

Here's what we have for you today

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Turning Organic Instagram Posts into Profitable Ads

One size does not fit all. 

Proof that there is more than one way to skin a cat this week with an interesting approach from Mastin Kipp.

Mastin is a well-known personal development coach. He has a range of online courses, live events, and retreats.

I spotted he is running a 10-day challenge from May 17th – 25th. 

I decided to investigate! 

Mastin has a large Instagram following of 280k people. 

But, I knew from an earlier funnel deep dive that Facebook Ads weren’t his #1 way of promoting his business.

Here’s what I found:

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This is clearly an organic Instagram post being run as an ad. Because there is no call to action button, it is likely a boosted post. I strongly advise against this method, but that’s a topic for another day. We can tell the ad is being run solely on Instagram as it doesn’t have a link in the copy, and it directs people to Click the link in the bio for further information.

3 Elements To Inspire Your Ad Campaigns:

  • If you spend time and money creating content, why not put some ad spend behind it? One simple strategy is to take your 3 best-performing organic posts every week and put $10 – $20 behind them. It will grow your audience, following, and reach. Social may be free, but creating content isn’t. So if you calculate the cost of creating posts spending an additional $60 per week to get the most return from them just makes sense.
  • Engagement can reduce your CPM significantly. If you have a lead generation or sales ad you know will perform well, run it with an engagement objective first to get likes and comments (bonus points if you can target your existing customers). Then, use the ad/post ID in a lead or purchase conversion ad.
  • Try different things. I don’t think this ad will directly result in many Challenge registrations. However, I think it will bring many new people into Mastin’s world. If Mastin has a deliberate strategy to convert people from Instagram followers to clients, this is a great strategy. I am a big fan of following best practices…. until I don’t. If you are experimenting, do it with a limited budget and never have a financial outcome dependent on an experiment.

Facebook Ad Swipe Files

Uncover the Keys to an Effective Challenge Opt-In Page

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One of the biggest problems for people in the Personal Development space is making their promise concrete and specific. Healing your past, aligning with your purpose, and unlocking your potential is great, but I don’t really know what that means.

 

Further, there is no transformation anywhere in the above-the-fold section. This leaves it up to my audience to imagine what life will be like for them once they achieve all these things.

 

From a positioning and messaging perspective, this message will only resonate with solution or product-aware people. And that is fine if you have a big audience, but if you have a small audience, it’s possible you won’t have enough of those people to make it work.

 

Mastin is massively successful, and I know he will fill this challenge and get massive results for the people who attend. And I also feel for the people who don’t have Mastin’s audience and struggle to get the results they want.

 

If Mastin was here, he would argue that to be any more specific would devalue and dilute the magic of what he makes possible for people.

 

The takeaway for you if you are in the Personal Development space. How can you make your promises as concrete and specific as possible while holding true to your principles and mission?

 

Oh, and I love this section for the bottom of a free opt-in page where the “Buy Now” block would normally go on a sales page!

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Challenge Funnel Swipe Files

Virtual Event Funnel Breakdown for Your Next Launch

Virtual Event Funnel Breakdown for Your Next Launch

Micheal O'Neill

Virtual Event Funnel Breakdown for Your Next Launch

Discover the essential elements of a successful virtual event funnel in this comprehensive breakdown. Whether you're planning your next launch or looking to optimize your current strategy, this guide has everything you need to succeed.
Virtual Event Funnel Breakdown for Your Next Launch

Here's what we have for you today

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Sale Ads: Decoding Effective Ad Strategies

This week’s Funnel deep dive is for none other than the big dog himself, Tony Robbins.

Tony has transitioned from a live event model to a virtual event and digital-first model. 

The first UPW Virtual event had over 30,000 people join the event.

This doesn’t happen by chance, and you need an epic funnel to hit those numbers.

That was 3 years ago. Let’s look at what Tony is doing for his 2023 UPW event.

Ad Version 1 – Long Form

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Ad Version 2 – Short Form

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3 Elements To Inspire Your Ad Campaigns:

  • Both ads open up with a Negative > Positive, one-two punch hook. Connecting with someone’s pain will capture their attention quicker than promising them their dream outcome. However, most people don’t like to rub their audience’s face in it. The quick transition from pain to pleasure is a good way to capture attention and lead people into your ad copy.
  • The sparing use of emojis in Ad 1 draws attention to key elements of the ad without distracting from the message. Also, look at the mix of positions for the emojis. Many ads we study place all the emojis at the start or end of the lines. This can reduce the impact of the emojis. Mix your emojis up between the start, middle, and end of sentences in your ads. This will keep your audience engaged for longer.
  • Using “all caps” can be a good way to draw attention to specific words or phrases. “FATE”, “STEP UP”, “MORE”. The human brain subconsciously scans for difference. When we see something different, we focus on it. Be sparing with your use of “all caps” however, neither Facebook nor your audience are fans of shouting. Be strategic with your “all caps” words when read together try to have them combine into a stand-alone message or instruction. Most readers will subconsciously absorb this message almost instantly. Use this to good effect in your ad copy.

3 Elements We’d Test:

  • Tony has a massive budget, so I’d test spinning specific challenges into different ads and see which ones produce the most event registrations. I’d draft opening hooks for Financial, Relationship, Career, Loss, Health, Focus & Direction. When you try to solve multiple problems in your ad copy, you reduce the impact of the message. 
  • UPW is a unique event, it solves an incredibly wide range of problems. That is fine when you have the brand reputation and authority of Tony Robbins. If I didn’t know who Tony Robbins is, I would struggle to know what I will get from UPW based on the ad copy. Neither ad describes the transformation or what life will be like for people once they return from UPW. One simple way to do this is to include testimonials from previous attendees.
  • “Adversity comes in many flavors:…”. I don’t think this is the language that most people would use. I would try some variations like – “We never know what challenges lie around the corner”, “Difficult times hit us in different ways,” “We never know our next challenge,” and “No matter what challenges you face”.  

Facebook Ad Swipe Files

Boost Online Sales: Unveiling Sales Page Optimization

Section 1 – Objection Crushing

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It’s customary for bonuses to be listed close to the offer stack and price reveal 75% of the way down the offer page. Screenshot 1 above is just below the hero section. This is telling me that two of the biggest objections to people joining UPW are 1) I don’t have the money, 2) I don’t have the confidence to implement what I will learn. Think about what objections you need to address to get people to read on and pay attention to what you have to offer. If you are sure of your data, you can answer them early, and by doing so you will keep them on the offer page for longer.

 

Section 2 – Program At A Glance

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I especially love the one-line overview of each day. It tells you exactly what to expect for each day. – Create your breakthrough, Leverage the power of momentum, Create lasting transformation, and Embrace your new future. It feels like a well throughout journey. And this is exactly what it should feel like. This is for a live event. How can you do this for each module of your course or success path stage for your membership?

Section 3 – Next Level Proof + Social Proof

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Ok…Ok…Not everyone can have Stanford University study and analyze participants at their events. This is a massive flex by Tony. However, stats, studies, and findings provoke interest. Find evidence that backs up your claims. Facts make your content stickier. It draws people into your content. Plus, you will get the social proof boost of including a logo and name of a well-known university or source on your sales page. Even if they have no connection with your course or membership, you will benefit from the halo effect.

 

Sales Page Swipe Files

4 Framework Meta Ad Drafting AI Prompt For High Converting Ads

Launch Newsletter Issue #00085

Micheal O'Neill

Launch Newsletter Issue #00085

Hey, hey, it’s L.A.U.N.C.H., we’re like that one friend who always has the juiciest gossip — except ours is all about online business growth and totally legit.

Here's what we have for you today

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If this was shared with you, register here to receive your weekly edition of the L.A.U.N.C.H. Newsletter, so you can discover the secrets to profitable Facebook ad campaigns and online launches.

And, if you think L.A.U.N.C.H. is awesome, why not spread the love. Share it with your online business owner friends.

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L – Leads

A simple $50,000 mastermind book-a-call funnel

I landed in this beauty of a funnel from Ryan Deiss earlier this week.

Ryan is everyone’s favorite marketer, as founder and CEO of Digital Marketer.

In recent years, Ryan has focused on building Scalable.co

Scalable offers a couple of low-ticket and free products, but its primary offer is a $50,000 per year mastermind.

The funnel we’re reviewing today is for the mastermind.

So you’d think a funnel for a $50,000 offer would be all singing and dancing.

And I think that’s where people get sidetracked.

But with the right message and offer, you don’t need a fancy funnel.

So, let’s take a look at Ryan’s funnel.

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Remember, Ryan is not looking for volume. 

He is looking to pre-qualify leads and attract only the right people.

The kind of people that have $50,000 to spend on a mastermind.

Therefore, he isn’t optimizing the opt-in page to make it as easy as possible to opt-in.

Friction, or making things harder, is generally seen as a negative in marketing.

But in some cases, it is an invaluable screening tool.

Especially if you are running a book-a-call or application funnel.

3 Elements We Like:

  • Clean and simple hero

Despite my comments above, Ryan makes the hero section clear and easy to understand.

Within 3 seconds, you have all the information you need. Is this for you or not?

Headlines are one of the most important elements of an opt-in page.

And I love – “The Science of Scaling a Business”

People need reassurance that there is substance behind what you are offering.

This is why containers like Blueprint, Method, and Formula are so common.

Science is similar. It speaks to a repeatable, proven formula. A set of specific steps.

  • Offer a shortcut

The primary offer here is a shortcut.

A roadmap – our proven blueprint – all our proprietary methodologies and systems – copy and paste our magic success formula.

These are massively attractive because everyone is looking for a shortcut.

Everyone is looking to make their life easier.

Anytime we can offer to copy and paste success, people will jump at the opportunity.

When running ads, we like to make the landing page text as easy to scan as possible.

We use short sentences, lots of bullet points, and no paragraphs of text.

In general, this is the correct approach.

But if you are a 7-figure business owner looking to scale to 8-figures, you are likely experiencing a lot of pain.

The payoff and the pain are so big you will invest more time and effort in finding a solution.

And sometimes, when your promise is big, you must provide evidence to support your claims.

And that’s what Ryan has done here.

Yes, he is bending some of the rules of landing pages. 

But he is doing so for a reason.

Webinar Opt-in Page Swipe File

 

A – A.I. Growth Prompts

AI Prompting 101: The blueprint for crafting prompts that deliver

AI ain’t going anywhere. 

If you are reading this and use AI at least once a week, you are ahead of the game.

But, it feels like we are in a lull at the moment. 

AI in its current form is of limited use to us as online business owners.

Open AI has yet to release ChatGPT 4.5 or 5.

Mark is making noise at Meta but LLAMA 3, but he hasn’t fully rolled it out yet.

But the next wave won’t be an incremental improvement. It will be a massive leap forward.

So hang in there, and keep experimenting and playing with AI.

Your goal is to be perfectly positioned to leverage AI when the next wave hits.

Like everything in your business, you should have a process for generating your AI prompts.

Having a consistent, prompt structure is a huge help. 

Here is an approach I take:

  1. Start with Role and Goal

Lay the foundation by clarifying the overarching aim and purpose. It’s about setting the stage, and pointing the LLM in the right direction. 

Example: “Your role is to act as an expert direct response copywriter crafting an engaging email promoting our new online course for entrepreneurs.”

  1. Provide Context and Background

Next, delve a bit deeper by offering relevant background information or context. It’s about painting a fuller picture to guide the task. We will normally provide details of our avatar and the outcome that you want to achieve.

Example: “The course teaches proven strategies for growing an online business. The target audience is online entrepreneurs, both established and aspiring. We want to highlight the course’s hands-on activities and personal coaching components.”

  1. Clearly Define the Task  

Then, make your expectations explicit by detailing the specific task or output needed. Ensure there is a clear connection between the task and the initial role and goal.

Example: “Please draft a 300-word email copy promoting the online course. The email should spark curiosity, convey key benefits, and encourage the reader to click through to the sales page.”

  1. Finish with Content and Rules

Lastly, furnish any existing content to include, use, or expand upon. 

The course name is – {XYZ}

The url is – {XYZ.com}

Please avoid the use of the following words: {skyrocket, crush, etc}

Please write at 5th-grade level in a fun, informal, human voice undetectable to any AI verification software.

U – Uplevel Ads

The simple 5-minute copy-and-paste ad format for higher conversions

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3 Elements We Like:

  • A simple image that says a lot

I love this image. 

Firstly, I love it because it takes less than 5 minutes to create.

Secondly, I love it because you get to call out your audience’s two biggest objections and their #1 desire.

Thirdly, I love it because it can be applied to almost every ad campaign no matter the topic.

  • The anti-call out

Have you ever told someone – Oh, I don’t think you would be interested in this?

9/10, they become very interested in what you are talking about.

This concept is known as Reactance. And it is a powerful psychological device.

It’s like saying… This is only for successful business owners.

Now, no one wants to think of themselves as an unsuccessful business owner, so this will generate initial desire in most people. 

  • The qualifying headline

Warning: For advanced 7-figure & above entrepreneurs only.

Firstly, this provides massive assistance to Meta as to who they should target the ads at.

Secondly, it instantly positions the audience. 

It tells the audience who the ad is for and who it isn’t for.

And, yes, it certainly will also get a lot of 6 figure business owners who want to step to 7 figures interested. 

However, when we look at the next step, Ryan has an excellent way of filtering out the people he doesn’t want to book a call with.  

Facebook Ad Swipe Files

 

N – Now Launching

Book A Call Funnel – What’s Your One Pre-Qualification Screening Question

Book A Call Funnel – What’s Your One Pre-Qualification Screening Question

Here’s a question for you.

What is the one question you can ask to determine whether it’s worthwhile to get on a call with someone?

(Hint: If you say it’s $$$’s, that’s ok!)

Before we get to the webinar (video) page, let’s look at the opt-in pop-up.

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Ryan wants to get as many qualified people into the funnel as possible.

But, he knows that only a small percentage of the business owners will meet his criteria.

While leads below the criteria won’t be wasted because he has smaller offers for business owners with lower revenue levels.

Ryan wants to avoid his closers getting on calls with people who are not qualified.

One of the ways you can do that is through qualification questions in the opt-in form.

People can be sent to different pages depending on the answer provided. 

This means they may see the option to book a call or not.

Alternatively, as is the case in this funnel, the closers can follow up with only the people who have the qualifying annual revenue.

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One of the issues with a Webinar > Book-a-Call funnel is most people don’t see the offer for the call at the end of the webinar because they leave early.

There are a couple of key things I want you to note on this page.

  1. The video (webinar) is only 21 minutes long
  2. The apply button is right there, visible from the very start
  3. People are told to view the webinar before applying, but they can apply at any time
  4. Ryan tells people at the very start if you are under seven figures, this is not for you
  5. Lovely use of scarcity – We can only take 7 new clients per week

And remember this is an offer for a $50,000 mastermind.

Webinar Opr-in TY Swipe Files

 

C – Conversion Optimization

4 ways to get a better return on your ad spend

No one likes overspending on Facebook ads.

Yet that’s how most online course and membership business owners feel.

Here are 4 ways to get a better return on your ad spend 

(without mentioning copy or creative)

  1. Use the right objectives:

The best top-of-funnel results will come from the video views objective. Middle of the funnel, you’ll get the best results from Leads. Bottom of funnel use purchases. Only use reach for retargeting campaigns and traffic is rarely a good option.

  1. Analyze past winners:

We all have winning ads that we’ve forgotten about. Go back through your past campaign performance. What copy, creative, and audience has worked in the past? How can you reuse it or inspire your current campaigns? 

  1. Have a testing plan:

Until your ads are profitable, test new copy and creative every 3-5 days. When you are profitable, you still should be testing every week. But go about it in a systematic way. Have a plan for what you want to test and why. And, make sure you keep a test journal. 

  1. Don’t only rely on Facebook reports:

Blend Facebook reports with data from your CRM and sales platform. You don’t need third-party platforms like Hyros or Triple Whale when starting, but as spending increases, they will be a consideration.

H – Hot Take

Talk about bad timing!

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(TIL = Today I Learned)

Poor Marie!

 

 

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