Day: May 9, 2024

Trend Surfing - How to Use Market Trends To Catch Big Waves For Your Business

Trend Surfing – How to Use Market Trends To Catch Big Waves For Your Business

Micheal O'Neill

Trend Surfing – How to Use Market Trends To Catch Big Waves For Your Business

Learn how to craft compelling ad copy by driving straight to the pain, addressing objections, breaking the traditional ad frame, and offering valuable incentives.
Trend Surfing - How to Use Market Trends To Catch Big Waves For Your Business

Here's what we have for you today

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I’ll admit I’d never heard of Anik Singal before.

A quick Google and I found out he’s a digital marketer, copywriter, angel investor, speaker, and author.

Anik has testimonials from Les Brown, Daymond John & Robert Kiyosaki, so it looks like he’s rubbing shoulders with the “big boys”.

When I saw his ad on Facebook, I thought to myself….. How f**king smart.

There have been a couple of big names in the online world sued by the Federal Trade Commission in the US for making misleading money-making claims.

There are a lot of online business owners in the money-making space who are now sweating buckets over their offers and what they can and can’t say.

Anik is the first marketer I’ve seen to jump on this trend, catching the wave of concern and confusion created by the FTC cases, and offer guidance to online businesses.

Let’s take a look at Anik’s ad.

Problem Focused Meta Ad Opening Hook

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4 Things We Like About This Meta Ad

  • Amplify the pain

Anik drives straight to the pain. “Fed up of hearing what you CAN’T say in your marketing”.

This is a great opener because it also goes against the grain.

Instead of telling you what you can’t say, we are going to tell you what you can say.

So in just 3 lines, Anik has:

  • positioned the reader
  • identified a top-of-mind pain point
  • promised to deliver a primary desire
  • let people know the format – Masterclass
  • told people that it’s free

 

  • Tackle objections

But what’s someone’s objection likely to be if they can’t make big claims anymore?

That their conversions will plummet.

Anik tackles this objection in the very next line – “how to market compliantly AND convert incredibly well.”

Ignored objections will kill your conversions. The earlier you address them, the better.

 

  • Break The Frame

I love this little copywriting frame break:

Writing in all caps and splitting each word onto a separate line draws people into the ad and pulls them down the copy to the CTA at the end of the ad.

This frame break will definitely keep people’s attention on the ad for longer and build intrigue and curiosity.

 

  • A Bribe Within A Bribe

We will be LIVE

We will answer Questions

In a world where automated evergreen webinars and heavily scripted sales webinars are the norm, this is smart.

This is a nuanced topic.

Everyone will want to know specifical how it relates to their business.

Bribe #1 is – come to our free Masterclass.

Bribe #2 is – we will answer your questions

Showing up live will always bring about better results.

If you are doing something live, make sure you promote that to your attendees.

 

Facebook Ad Swipe Files

 

The “You’re Wrong” Webinar Opt-in Page Headline 

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3 Things We Like About This Webinar Opt-in Page

 

  • Raise and Crush A Fear

I don’t normally like telling my audience they are wrong, but it works so well in this case.

In fact, I am going to test this on an opt-in page today.

Repeating your audience’s biggest fears or misconceptions is a great setup for pre-headline.

And then use the headline to provide the solution to their fear or misconception.

 

  • So that + So that

A great way to write a strong headline is to ask so that question.

In this headline, Anik has doubled down. (So that)squared 

“I help you attract quality leads from Facebook ads”

So that?

“You can run profitable online course and membership launches”

So that?

“You can achieve the time, financial, and lifestyle freedom you desire”

 

  • Video Overlay CTA

Don’t leave it to chance.

If you have a video on your opt-in page.

Which BTW, I don’t normally encourage.

Don’t assume your visitor will hit play.

Upload a still cover image that highlights and asks visitors to click the play button.

– Click here to play the video

Opt-in Page Swipe Files

PS. After a little further investigation, I think I uncovered how Anik developed his expertise in this area. Let’s just say he may be familiar with the FTC’s work.

Fair play, that’s the ultimate in – getting given lemons and making lemonade.

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My Simple 4-Step Framework For Writing High-Converting Meta Ads

Micheal O'Neill

My Simple 4-Step Framework For Writing High-Converting Meta Ads

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Here's what we have for you today

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When I first started running Facebook ads, I hated drafting ad copy.

It was as if the pressure sucked every creative idea out of my brain, paralyzing me.

I knew that every word I typed would either increase or decrease my costs.

Staring at a blank page was what I hated the most.

Many years later, when I started coaching people to run their own ads and training new ad managers for my ad agency, I realized it wasn’t just me. Most people struggle with this.

Well, I discovered having a framework to write ad copy is the key to writing high converting ad copy.

Over the years, I’ve tried and tested many different ad frameworks, but the one I keep coming back to time and time again is A.I.D.A.

So, if you’re running meta ads (or want to in the future), here is your A.I.D.A. cheatsheet to churn out high-converting ad copy quickly, efficiently, and with the stress.

Let’s get into it:

A – Attention

Your first objective is to grab your audience’s attention.

People scrolling through Facebook and Instagram are 100% wrapped up in their own worlds. You need to snap them out of their trance. You do this by highlighting a major pain point or desire, asking an interesting question, or making a bold statement.

I spend 75% of my time crafting my opening hook.

I – Interest

Now that you have their attention, you have to win their interest.

The best way to do this is by saying something interesting – share a story, fact, study, or trend. Introduce a counterintuitive insight or share a solution to the #1 problem they face. You want them to think, “Huh, I never thought about that”

Capturing someone’s attention buys you a few seconds, trigger their interest, and they’ll read the rest of your ad.

D – Desire

Now that you have them focused, it’s time to show them what their life could be like.

Help them imagine what they will see, hear, do, and feel now that they have solved their #1 pain point. What will their life look like?

Don’t leave it to their imagination. You need to spell it out in detail.

A – Action

Finally, tell them exactly what you want them to do and when. 

Here are my 3 CTA rules:

Rule #1 – Making them transformation-based. “Say goodbye to {pain point} today”, “Get {primary desire} today”.

Rule #2 – Include urgency. Give them a reason to act today.

Rule #3 – Include a link to your landing page in your CTA.

The second I started using the A.I.D.A, my ad copy improved, and I started enjoying the ad drafting process.

If you want a copy of the A.I.D.A. ad copy drafting template we use with all our clients, drop me a comment below, and I will send it to you.

AI isn’t the enemy

AI isn’t the enemy

Micheal O'Neill

AI isn’t the enemy

AI isn’t the enemy

Here's what we have for you today

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Every Friday, I meet up with a group of mates.

There are some seriously smart guys in the group. One in particular is convinced that AI will destroy society, stealing billions of jobs and causing massive unemployment.

Now, I wouldn’t count myself an AI expert. 

But I’m a tech geek, and I’ve been using AI every day for over 6 years. AI is as much a part of my workday as my trusty MacBook Pro.

So here’s my take on what AI means for the future of business:

Looking backward to look forwards

This isn’t the first time we have encountered a transformative technology.

We’ve survived electrification, mass production, computerization, and the internet. Each one threatened to put millions of people out of work. Instead, each one increased the quality of the jobs in the industry and spawned many more jobs in parallel industries. 

Technology elevates workers to higher levels of creativity and customer-focused service.

Transition will take time

Every step forward in technology makes the next step faster.

The world of AI is moving at breakneck speed, but economies don’t move as fast. As AI evolves the pioneers will lead the charge, but there will be laggards. Remember, there are still State employees sitting in rubber rooms, from 9-5, not working because it isn’t in their contracts to use computers.

The time it takes businesses to implement AI to its full potential will allow people who don’t want to or who are not able to work with AI to move into different roles or retire. 

What if AI and robots do all the work?

Let’s suppose Sam Altman cracks AGI, and in 30 years, we live in a world where AI and robotics perform every human working role.

If this is the case, there will most certainly be a universal income. Instead of this being a bad thing, I see it as an opportunity. I see an explosion of creativity and innovation. What would you do if you never had to worry about putting food on the table? 

If AGI and robots were to run the world, I see it as truly liberating. 

In my mind, we are living through the most exciting time the world has ever experienced. 

I see AI as a technology that frees us to do work that truly inspires us and those we serve.

Yes, there are risks. 

Yes, there will be many bumps along the way. 

But, I’m looking forward to the ride.

3 Reasons Why Your Sales Funnel Isn't Converting

3 Reasons Why Your Sales Funnel Isn’t Converting

Micheal O'Neill

3 Reasons Why Your Sales Funnel Isn’t Converting

3 Reasons Why Your Sales Funnel Isn't Converting

Here's what we have for you today

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Are you struggling to turn leads into sales for your online course or membership? 

There is no feeling worse than looking at your ad campaign, running up your credit card bill, and having 0 sales to show for it.

I get asked to review underperforming funnels all the time. 

And of the hundreds of funnels I’ve reviewed, I’ve identified 3 primary reasons why the funnels are not converting and what to do about it.

Let’s get into it:

Reason 1: The problem the offer solves is unclear

Your offer needs to solve a #1 top-of-mind pain point for your perfect-fit client.

Generic promises like “double your profit” will never inspire people to buy. Be specific about the problem you solve and the pain you will remove from your perfect-fit client’s life when they buy your course or join your membership. 

The more specific you are about the problem you solve, the easier it will be for your perfect-fit client to say yes.

Reason 2: The primary promise of the offer is weak

You can’t out-market a weak offer. 

The outcome you promise has to be so compelling that your perfect-fit client would feel stupid saying no to it. Crafting an offer like that comes down to 1) knowing what your perfect-fit client wants and 2) creating a proven process to help them achieve their dream outcome. 

The more specific you are around the problem you solve, the more specific and appealing you can make your primary promise.

Reason 3: The funnel or offer is confusing

A confused mind always says no. 

People need to flow effortlessly through your funnel. They need to know the next step they need to take and why. Ask them to do one thing and one thing only. Condense your offers into 3-7 day windows, and only send them content related to the offer during that window.

Noise and distractions are the enemy of sales. Keep them focused.

Remember, fixing a funnel isn’t a once-and-done job.

The key to highly profitable funnels and offers is continuous optimization and refinement.

But commit to the process, and you will reap the rewards.