Crafting Profitable Facebook Ads for Webinar Opt-Ins

Crafting Profitable Facebook Ads for Webinar Opt-Ins

Facebook ads for course creators and membership site owners

When you crack your primary promise, the copy writes itself.

Everything that we discussed in the Leads section applies here.

Notice how closely the ad copy language mirrors the opt-in page copy.

The first ad I draft for a new opt-in campaign always uses the majority of the copy of the opt-in page with very little else added.

The feedback loop on Facebook is faster than your opt-in page.

If an ad containing your opt-in page copy flops, you know your opt-in page won’t convert, and you need to go back to the drawing board.

On the other hand, if the ad is getting good engagement on Facebook, you know you’ve got something to work with.  

Facebook Ads Swipe Files

 

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Post-Webinar Sales Page Strategies for Your Next Launch

Post-Webinar Sales Page Strategies for Your Next Launch

Sales page optimization

Grant brings an energy and enthusiasm to his webinar that is hard to beat.

 

We may roll our eyes at his message and his brash style, but his audience loves him and hangs on every word he says.

 

He has an infectious confidence. 

 

He believes 110% in his own abilities and his ability to get you the result you want.

 

By the time the sales page link is shared at the end of the webinar, he knows there are people who are ready to buy.

 

And if you have people you know are ready to buy the last thing you should do is make them work to do so.

 

And that’s why I believe Grant’s upside-down sales page works.

 

When drafting a traditional sales page, we want to bring people on a journey.

 

On a journey from objection-filled, disinterested, skeptic to enthusiastic buyer.

 

On a traditional sales page, we map that journey as:

  1. Position
  2. Problem
  3. Pain
  4. Prescription
  5. Pivot
  6. Product
  7. Product Details
  8. Price
  9. Promotion
  10. Purchase Details  

 

You can see here Product Details and Price are right at the bottom.

 

Grant flips the script on this, placing these two items at the very top of the page.

 

This would be disastrous if Grant were sending cold traffic to the sales page.

 

They would make their decision based on cost alone.

 

However, as he has whipped his audience into a frenzy during the webinar, it makes sense to put it front and center.

 

And remember, they have already seen the offer block and the price on the webinar.

 

And look how he stacks the value further down the page in the pricing section:

Sales page optimization for online courses

Positioning the done-for-you option so close in pricing to the do-it-yourself option will push the majority of purchases to the higher price option.

We can achieve the opposite effect by making the done-for-you option $1,497.

In this case, $1,497 would provide a positive price anchor for $497 and make it seem even better value.

This is definitely a sales page to study in full for your next offer:

Sales Page Swipe Files

Mastering Facebook Ad Reporting for Course Creators

Mastering Facebook Ad Reporting for Course Creators

Mastering Facebook Ad Reporting for Course Creators

Mastering Facebook Ad Reporting for Course Creators

Facebook ad reporting and analysis can be a real pain in the ass.

But, without good reporting, you’ll never run profitable Facebook ads.

And, you’ll struggle to grow your online course or membership business.

Here’s your Facebook Ad reporting cheatsheet

Ad reporting and analysis is the key to unlock the full potential of your Facebook campaigns. Dive deep into data, identify patterns, and optimize for future success! Here are 4 actionable steps to nail it.

Step 1 – Set up custom dashboards: Create custom dashboards in Facebook Ads Manager, tailored to your goals. Here are my go-to metrics to track – CPM, CTR All, Outbound CTR, CPL, CPA & ROAS.

Step 2 – Review copy and creative performance: Study your top-performing ads, breaking it down by Headline, Creative & Body Copy. Form theories for why each component is performing so well and document both winning elements and winning combinations

Step 3 – Review audience performance: When starting, use Ad Set Budget optimization to test different audiences. Start with at least 3 audiences. Make notes of which ones perform best and which creative elements work best within each audience.

Step 4 – Always be testing: Always have a number of structured tests running at all times. You will rarely hit a home run straight out the gate. Be methodical and structured. Formally report your hypothesis and results for each test.

Step 5 – Optimize based on results: Identify the winning combination of ad creatives, copy, and targeting. Allocate budget to high-performing ad sets and make incremental improvements to underperforming ones. BE PATIENT. Great campaigns take time.

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High-Converting Webinar Opt-In Page Strategies

High-Converting Webinar Opt-In Page Strategies

Hate him or love him. (and you probably hate him!) Grant Cardone is one of the world’s top marketers.

 

His marketing style is brash and loud with private jets and lambos.

 

This isn’t our cup of tea. And if you’re reading L.A.U.N.C.H., it probably isn’t yours.

 

But that doesn’t mean we can’t learn from Grant.

 

In fact, some of the best lessons we can learn are from people at the polar opposite of our marketing style.

 

What I love about Grant is he knows his audience. 

 

Every campaign, promise, word, and image he delivers is fully aligned with the audience he serves.

Webinar opt-in page optimization

Before we get into the review can we just stand back and applaud the social proof.

 

“Grant Cardone – Certified Billionaire”

 

Firstly, I am pretty sure there is no Billionaire certification program. 

 

(Not that it isn’t something I’ve had to research just yet!)

 

But it takes a certain type of person to put this on an opt-in page. Bravo, Grant 👏👏👏👏 

 

OK, back into the opt-in page structure and what we can learn and implement in our own funnels.

 

There are two versions of this headline

 

  1. “How I did X” 
  2. “How Student Z did X”

 

Both of these are powerful mechanisms.

 

In both cases, “X” is the primary desire of your audience. 

 

Primary desires need to be specific. In this case, it is earning $5,000,000.

 

But not just making $5,000,000. It’s making it in 90 days with 0 contacts and just $100.

 

Bounding your primary promise with a timeline for attainment will always increase the appeal.

 

The next two elements are key because they answer two primary objections.

 

“Well, of course, Grant can make $5,000,000 in 90 days, but I don’t have his network or his money.” 

 

Everyone who lands on our opt-in page has a number of objections.

 

If we don’t answer the most common objections there and then it will kill our conversion rate.

 

This mechanism can be equally powerful to demonstrate how you achieved your audience’s primary desire or how a student of yours has achieved the primary desire.

 

Remember, people need to believe 3 things before they buy from you:

  1. You have the skills and knowledge to help them achieve their primary desire
  2. You have a process that guarantees they can achieve their primary desire
  3. You are the person they want to lead them to their primary desire

 

Both of these style webinars or lead magnets can work exceptionally well to instill these 3 beliefs before making an offer.

 

The pre-header is also a common and highly effective mechanism you can implement on your next opt-in page:

 

FREE (Training, Guide, Plan, Cheatsheet) Reveals

 

Opt-in Page Swipe Files

 

Unlock the Power of AI Chatbots for Course Creators

Unlock the Power of AI Chatbots for Course Creators

Unlock the Power of AI Chatbots for Course Creators

Unlock the Power of AI Chatbots for Course Creators

 

Over the past 3 to 4 months I’ve been experimenting with Poe.com.

Poe.com is an AI Chatbot similar to ChatGPT.

Here at L.A.U.N.C.H., we try to prevent subscription creep at all times, but this is definitely a low-cost subscription that we think you may love.

The big benefit of Poe.com is that it gives you access to the majority of the popular language models.

Each language model has certain limitations placed on it by its developers.

This means that some services are better at writing marketing copy while others are better at writing long-form copy, and others have stronger content filters, which makes their outputs more generic.

When you log into Poe.com, you can select the model you want to chat with.

So now, with a little research, you can make sure you are using the best tool for the job.

Poe.com also lets you create CustomGPTs and lets you share your GPTs with others.

Poe.com has turned this into an extensive library of highly specialized bots for you to explore and use.  

Just some of the models Poe.com gives you access to include:

  • GPT-4 
  • Claude100k (75,000 words)
  • DALL-E-3
  • StableDiffusionXL
  • ChatGPT4
  • ChatGPT4-32k (24,000 words)
  • Llama2

Poe.com is the swiss army knife of AI Chatbots. And at the same monthly price as ChatGPT it’s well worth checking out.

We’ve been very impressed with its useability and outputs.

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Launch Newsletter Issue #00075

Launch Newsletter Issue #00075

Hey, hey, it’s L.A.U.N.C.H., where we serve up online business growth knowledge like a master barista — hot, strong, and to the point

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.

For daily strategies showing you how to run profitable Facebook ad and launch campaigns connect with Mícheál:

L – Leads

The “How I (Achieved Primary Promise)” Headline

Hate him or love him. (and you probably hate him!) Grant Cardone is one of the world’s top marketers.

 

His marketing style is brash and loud with private jets and lambos.

 

This isn’t our cup of tea. And if you’re reading L.A.U.N.C.H., it probably isn’t yours.

 

But that doesn’t mean we can’t learn from Grant.

 

In fact, some of the best lessons we can learn are from people at the polar opposite of our marketing style.

 

What I love about Grant is he knows his audience. 

 

Every campaign, promise, word, and image he delivers is fully aligned with the audience he serves.

Webinar opt-in page optimization

Before we get into the review can we just stand back and applaud the social proof.

 

“Grant Cardone – Certified Billionaire”

 

Firstly, I am pretty sure there is no Billionaire certification program. 

 

(Not that it isn’t something I’ve had to research just yet!)

 

But it takes a certain type of person to put this on an opt-in page. Bravo, Grant 👏👏👏👏 

 

OK, back into the opt-in page structure and what we can learn and implement in our own funnels.

 

There are two versions of this headline

 

  1. “How I did X” 
  2. “How Student Z did X”

 

Both of these are powerful mechanisms.

 

In both cases, “X” is the primary desire of your audience. 

 

Primary desires need to be specific. In this case, it is earning $5,000,000.

 

But not just making $5,000,000. It’s making it in 90 days with 0 contacts and just $100.

 

Bounding your primary promise with a timeline for attainment will always increase the appeal.

 

The next two elements are key because they answer two primary objections.

 

“Well, of course, Grant can make $5,000,000 in 90 days, but I don’t have his network or his money.” 

 

Everyone who lands on our opt-in page has a number of objections.

 

If we don’t answer the most common objections there and then it will kill our conversion rate.

 

This mechanism can be equally powerful to demonstrate how you achieved your audience’s primary desire or how a student of yours has achieved the primary desire.

 

Remember, people need to believe 3 things before they buy from you:

  1. You have the skills and knowledge to help them achieve their primary desire
  2. You have a process that guarantees they can achieve their primary desire
  3. You are the person they want to lead them to their primary desire

 

Both of these style webinars or lead magnets can work exceptionally well to instill these 3 beliefs before making an offer.

 

The pre-header is also a common and highly effective mechanism you can implement on your next opt-in page:

 

FREE (Training, Guide, Plan, Cheatsheet) Reveals

 

Opt-in Page Swipe Files

 

A – A.I. Growth Prompts

Poe.com – A kick-ass, swiss army knife, ChatGPT killer, AI Chatbot

Over the past 3 to 4 months I’ve been experimenting with Poe.com.

 

Poe.com is an AI Chatbot similar to ChatGPT.

 

Here at L.A.U.N.C.H., we try to prevent subscription creep at all times, but this is definitely a low-cost subscription that we think you may love.

 

The big benefit of Poe.com is that it gives you access to the majority of the popular language models.

 

Each language model has certain limitations placed on it by its developers.

 

This means that some services are better at writing marketing copy while others are better at writing long-form copy, and others have stronger content filters, which makes their outputs more generic.

 

When you log into Poe.com, you can select the model you want to chat with.

 

So now, with a little research, you can make sure you are using the best tool for the job.

 

Poe.com also lets you create CustomGPTs and lets you share your GPTs with others.

 

Poe.com has turned this into an extensive library of highly specialized bots for you to explore and use.  

 

Just some of the models Poe.com gives you access to include:

  • GPT-4 
  • Claude100k (75,000 words)
  • DALL-E-3
  • StableDiffusionXL
  • ChatGPT4
  • ChatGPT4-32k (24,000 words)
  • Llama2

 

Poe.com is the swiss army knife of AI Chatbots. And at the same monthly price as ChatGPT it’s well worth checking out.

 

We’ve been very impressed with its useability and outputs.

 

U – Uplevel Ads

The very first Facebook ad I write for every new campaign

Facebook ads for course creators and membership site owners

When you crack your primary promise, the copy writes itself.

Everything that we discussed in the Leads section applies here.

Notice how closely the ad copy language mirrors the opt-in page copy.

The first ad I draft for a new opt-in campaign always uses the majority of the copy of the opt-in page with very little else added.

The feedback loop on Facebook is faster than your opt-in page.

If an ad containing your opt-in page copy flops, you know your opt-in page won’t convert, and you need to go back to the drawing board.

On the other hand, if the ad is getting good engagement on Facebook, you know you’ve got something to work with.  

Facebook Ads Swipe Files

 

N – Now Launching

The upside down sales page

Sales page optimization

Grant brings an energy and enthusiasm to his webinar that is hard to beat.

 

We may roll our eyes at his message and his brash style, but his audience loves him and hangs on every word he says.

 

He has an infectious confidence. 

 

He believes 110% in his own abilities and his ability to get you the result you want.

 

By the time the sales page link is shared at the end of the webinar, he knows there are people who are ready to buy.

 

And if you have people you know are ready to buy the last thing you should do is make them work to do so.

 

And that’s why I believe Grant’s upside-down sales page works.

 

When drafting a traditional sales page, we want to bring people on a journey.

 

On a journey from objection-filled, disinterested, skeptic to enthusiastic buyer.

 

On a traditional sales page, we map that journey as:

  1. Position
  2. Problem
  3. Pain
  4. Prescription
  5. Pivot
  6. Product
  7. Product Details
  8. Price
  9. Promotion
  10. Purchase Details  

 

You can see here Product Details and Price are right at the bottom.

 

Grant flips the script on this, placing these two items at the very top of the page.

 

This would be disastrous if Grant were sending cold traffic to the sales page.

 

They would make their decision based on cost alone.

 

However, as he has whipped his audience into a frenzy during the webinar, it makes sense to put it front and center.

 

And remember, they have already seen the offer block and the price on the webinar.

 

And look how he stacks the value further down the page in the pricing section:

Sales page optimization for online courses

Positioning the done-for-you option so close in pricing to the do-it-yourself option will push the majority of purchases to the higher price option.

 

We can achieve the opposite effect by making the done-for-you option $1,497.

 

In this case, $1,497 would provide a positive price anchor for $497 and make it seem even better value.

 

This is definitely a sales page to study in full for your next offer:

 

Sales Page Swipe Files

 

C – Conversion Optimization

Facebook Ad reporting cheatsheet

Facebook ad reporting and analysis can be a real pain in the ass.

 

But, without good reporting, you’ll never run profitable Facebook ads.

 

And, you’ll struggle to grow your online course or membership business.

 

Here’s your Facebook Ad reporting cheatsheet

 

Ad reporting and analysis is the key to unlock the full potential of your Facebook campaigns. Dive deep into data, identify patterns, and optimize for future success! Here are 4 actionable steps to nail it.

 

Step 1 – Set up custom dashboards: Create custom dashboards in Facebook Ads Manager, tailored to your goals. Here are my go-to metrics to track – CPM, CTR All, Outbound CTR, CPL, CPA & ROAS.

 

Step 2 – Review copy and creative performance: Study your top-performing ads, breaking it down by Headline, Creative & Body Copy. Form theories for why each component is performing so well and document both winning elements and winning combinations

 

Step 3 – Review audience performance: When starting, use Ad Set Budget optimization to test different audiences. Start with at least 3 audiences. Make notes of which ones perform best and which creative elements work best within each audience.

 

Step 4 – Always be testing: Always have a number of structured tests running at all times. You will rarely hit a home run straight out the gate. Be methodical and structured. Formally report your hypothesis and results for each test.

 

Step 5 – Optimize based on results: Identify the winning combination of ad creatives, copy, and targeting. Allocate budget to high-performing ad sets and make incremental improvements to underperforming ones. BE PATIENT. Great campaigns take time.

 

H – Hot Take

The simple solution to a big problem conundrum

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The trick in the online world is to acknowledge your avatars big problem. 

 

Console them and show them that you understand how frustrated they must be.

 

Then show them how your simple solution gives them a big outcome with the least amount of work on their behalf.

 

Simplicity is the key.

 

 

P.S. If you like this newsletter and want to support it, you can:

1) Join the waitlist for Lead2Launch next enrollment date here: https://michealoneill.com/join-the-waitlist
2) Forward this newsletter to a friend with an invitation to subscribe right here: https://michealoneill.com/launch 

How to create your own CustomGPT

How to create your own CustomGPT

How to create your own CustomGPT

How to create your own CustomGPT

Less than a year after OpenAI launched ChatGPT, they released a feature that instantly makes ChatGPT 1,000 times more powerful.  

That’s the ability to build your own CustomGPT and train ChatGPT specifically on your content, audience, and what’s working for you and your competitors.

This opens up massive opportunities when optimizing your ads, opt-in, and sales pages.

If you haven’t set up a custom GPT yet, here are some simple steps to get you started.

  • Set up a training folder

Create a folder to store all the files related to your CustomGPT. This includes Facebook ad data, opt-in page copy, sales sequence email copy, email stats, sales page copy, other high converting ad, landing page, and sales page copy.

Save everything as a .csv or .txt file to make it as easy as possible for the CustomGPT to read, understand, and learn your data.

  • Creat your GPT
  •  Click Explore under the ChatGPT logo in the top left hand corner of ChatGPT.
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  • Then Create a GPT
  • On the next screen, click Configure
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  • Give you GPT a name
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  • Then tell it what you want it to do
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Here are some sample instructions:

 

I want you to act as an expert copywriter and funnel CRO specialist.

 

You will be asked to draft and optimize copy for Facebook ads, opt-in pages, and sales pages

 

Your job is to maximize the profitability of the funnel while scaling the ad spend.

 

The primary audience is {enter audience details}

 

Always start first with the data provided in the knowledge section.

 

Where gaps exist in the data around the primary pain points, key motivators, and ultimate goals, please use your external knowledge to improve the profitability of the funnel.

 

Here are some guidelines to follow:

If you need more information or context, please ask.

If you run out of tokens, divide up your task into smaller chunks without losing the context of your tasks.

Offer advice and guidance if the user needs it, always providing relevant options.

Please draft all content in the voice of the copy supplier. 

If you see an opportunity to improve the funnel, please suggest it to the user with a brief overview of your proposal. 

If the user wants more information, they will ask you to comment further.

 

 

  • You can ignore conversation starters for now
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  • Upload your .csv and .txt files to the knowledge section
  • In Capabilities, select all 3 options
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  • Now go back to the top of the page and click on the + in the circle
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  • Select use DALL.E and create an icon for your CustomGPT
  • Then click Save and “Only me” or “Only people with a link”
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And BINGO that’s your CustomGPT set up and ready to go.

Like anything, a GPT will only be as good as the data it is trained on.

If you have years of Facebook ad data, extensive copy, and lots of client surveys, it will start producing great results straight away.

And, if you don’t have these yet, well, now is the best time to start gathering them.

Mini-Products

Supercharge Your List Building with Mini-Products

Supercharge Your List Building with Mini-Products

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If you have an online course or membership business, you need to grow your email list.

 

The quickest and easiest way to grow your email list is with Facebook ads.

 

But……Facebook ads cost money.

 

And it can be scary pumping cash into your ads and waiting until your next launch to figure out if you’ll get a return on your investment.

 

Enter the Front End Mini-Product.

 

The funnel looks like this:

 

If you are a long-time follower of L.A.U.N.C.H., you will know this is one of our favorite funnels.

 

In fact, helping people launch profitable Front End Mini-Products is a huge part of the work we do in our Ad Agency and the Lead2Launch Coaching program.

 

And, here is a beautifully simple example of a Front End Mini Product from Stu McLaren.

 

This is Stu’s primary evergreen lead gen funnel.

 

No hype, no crazy claims, just some A+, straight-talking, problem-solving, avatar-focused copy.

 

As I always say, the bigger you get, the less specific your primary promise needs to be.

 

But as big as Stu is, his ads will still end up in the feeds of people who have no clue who he is.

 

And, as these ads run all year round the opt-in and upsell must be converting.

 

In some ways, this goes against a lot of best practices.

 

It isn’t specific about the number of steps.

 

Apart from “profitable” it doesn’t have a specific defined primary promise, 

 

It isn’t wrapped in an attractive “container” (blueprint, step guide, cheatsheet).

 

It doesn’t give a timeline for implementation.

 

And it doesn’t explain how once you possess this knowledge, you will get the result you want easier and quicker than otherwise.

 

He does, however, use language that will instantly resonate with his audience:

  • Launch a successful and profitable membership site
  • build a successful membership around what you already know, love, and do.
  • reclaim your time and attract a community of paying members?

 

Sometimes, simple works. 

 

This is definitely an opt-in page template to stick up on your wall for your next funnel optimization session.

Opt-in Page Swipe Files:

 

Facebook Ads for Lead Magnets

Minimalist Approach in Facebook Ads for Lead Magnets

Minimalist Approach in Facebook Ads for Lead Magnets

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Minimalist ad here from Stu. A minimalist ad for a minimalist funnel. 

Again, it’s almost as if this ad shouldn’t work. 

Like something a bored intern would throw together during their first week on the job.

And, yet, this ad has been running for just shy of a month. So, it must be doing something right.

The opening hook is strong. It signals who should pay attention, and it offers a desirable outcome.

Then, it skips right to the CTA.

A good hook can fill the A (Attention) & I (Interest) of AIDA. 

In this case, the D (Desire) is “scaling your membership”.

So, on a basic level, it still ticks all the boxes.

Every time I launch a Facebook ad campaign, I kick off with 3 lengths of ads.

  • Short (0 – 50 words)
  • Medium (50 – 100)
  • Long (100+)

Over multiple rounds of optimizations, my best-performing ads have always ended up either long medium or long-form copy.

But your mileage may vary.

Show short form copy some love and give this a try in your next round of copy.

Facebook Ads Swipe Files:

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The Art of Copy in Your Front End Mini Product Sales Page

The Art of Copy in Your Front End Mini Product Sales Page

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While the design of the Front End Mini Product sales page is simple, the copy kicks into top gear.

I love the headline – “Will Your Idea For A Profitable Membership Site Actually Work?”

Talk about striking right to the very core fear of anyone considering launching a membership.

And the 4 positioning bullets are beautiful. 

The headline lands a punch, with the overarching fear.

Then, the positioning bullets get more specific with the internal dialogue that expresses that fear.

If you are thinking about launching a new membership, one of these 4 fears, dressed up as questions, will be rolling around your head.

 

Headlines are the most valuable real estate on your sales page.

In the Lead2Launch Sales Page Blueprint, there are 15 sections every sales page should have.

That’s a lot of sections. However, I believe you should spend as long drafting your headlines (or longer) than you do drafting the copy for the 15 sections.

People don’t read every section of your sales page.

They scan the page, reading primarily the headings.

When they see a heading that is most relevant to them they dive in and read that section before getting back to scanning the page.

The headlines throughout Stu’s sales page are fantastic:

  • So, How Do You Ensure Your Membership Is A Success Right From The Get Go?
  • Learn The Secrets To Instantly Attracting Your Perfect Buyer

(Get My Proven Framework To Help You Explain What You Do So That People Buy)

This is definitely one for the swipe files:

Sales Page Swipe Files: