Author: Micheal O'Neill

What Should Your Facebook Ad Budget Be?

Micheal O'Neill

What Should Your Facebook Ad Budget Be?

This is one of the most common questions I get asked.

 

Here is the formula to work out your optimal budget 

 

First off. There is no ideal budget. If you are just getting started, ask yourself how much would you be willing to spend without any return. Pick that and run with it. Look at your initial ad spend as an investment in the development of your skills.

 

If you have experience, we can get more specific. We are going to base our calculations on the cost to exit learning. This is a hotly disputed topic. Facebook says it is essential, but I have lots of campaigns running profitably in learning. It gives us a target, however.

 

Why is exiting learning important? Facebook states, when you exit learning, your cost per action will decrease. This is a good thing. The Facebook logic is once they know who you are looking for, they can find more people just like them. 

 

How do you exit learning? Facebook states that once you receive 50 of your chosen events in 7 days, you will exit learning. If you are running a lead gen campaign, it’s 50 leads if you are running a sales campaign, it’s 50 sales. I’ve campaigns exit learning before 50 events. 

 

So what’s the budget formula? So if you know your CPL or your CPA, the formula for your minimum daily budget is (target CPL/CPA X 50)/7), for example, if your target CPL is $2.50 then ($2.50 * 50)/7 = $17.85.

 

If you are unsure of your target CPL or CPA, make a best estimate or use an industry standard. The only thing you can be guaranteed is that you won’t be bang on, so if in doubt, stick to a daily budget you are happy with even if you don’t see the result you want immediately.

Creating Engaging Webinar Ads & Opt-In Pages for Success

Creating Engaging Webinar Ads & Opt-In Pages for Success

Micheal O'Neill

Creating Engaging Webinar Ads & Opt-In Pages for Success

Unlock the secrets to success with expert strategies for creating engaging webinar ads and opt-in pages. Discover proven tactics to drive conversions and maximize attendance for your courses. Elevate your webinar marketing game with persuasive ad campaigns and high-converting opt-in pages.
Creating Engaging Webinar Ads & Opt-In Pages for Success

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Ads for Course Creators: Facebook Ad to Webinar Strategy

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This week’s Facebook ad deep dive is for Stu McClaren’s Plan It Build It webinar funnel.

It’s great to see an evergreen webinar funnel in the wild. Unfortunately, this endangered species has almost been driven to extinction. Let’s hope Stu can bring it back from the brink.

Inspiration for your ads:

  • At just 73 words, this ad is short and to the point – Still classified as medium-form ad copy, but just about!
  • Shorter ads work better for people who are further along their problem-solution path. 
  • If you are retargeting, using Lookalike audiences, or have a very defined audience, medium-form ad copy converts well.
  • If you are targeting broader audiences who do not know you as well, you need more words to build trust, connect with their pain points and convince them that you can solve their problem.
  • Everyone likes to feel like they are in the “know”. The opening hook captures attention by creating curiosity.
  • “Psst… Let me let you in on a little secret.” This is a line you use as the opening hook for any ad.  
  • Again we can see the AIDA approach to ad writing in play.
  • “Big changes coming” triggers interest – what are the changes, and what will I miss out on if I don’t prepare for them.
  • This is followed by the Desire – “i’ll share what they are… tips to stay relevant and help people get better results.
  • Rounded out with the CTA – Save your seat.
  • It’s always a good idea to include a link to your landing page in the ad copy itself. In fact, we always aim for two links.

What we’d test:

  • There are lots of areas for testing with this ad.
  • The primary promise of the webinar could be stronger.
  • Our optimization process always starts with the primary promise or offer.
  • You can’t “out-market” a poor offer. Even if that offer is giving something away for free.
  • People don’t want to “stay relevant” They want to grow their business, they want to make more money, they want to have a greater impact.
  • People don’t want tips. They want proven strategies, processes, or case studies. Tell them what works and what doesn’t work. 
  • If you are not confident enough to be bold with your claims, work to build a book of evidence to build confidence in your process.
  • Stu has an endless number of case studies and debriefs. Introducing these as the foundation for the 5 key trends would lend specificity and weight to the core promise.
  • After registration Stu gives you a workbook. I would test introducing this in the ad. You may get a small percentage of people who sign up just for the workbook and don’t attend the webinar but at least you have their email address and you can follow up with them in the future.

Swipe:

Webinar Registratio Page: Blueprint for Maximum Impact

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Hands up who loves a clean and simple webinar registration page. Here at Kelso Digital we are huge fans of clean. Stu sticks to the proven blueprint here:

Inspiration for your opt-in pages:

  • Stu follows our 5 Part Landing Page Formula – Headline, Sub/Pre Headline, Body Copy, Image & CTA
  • Selective use of bold draws readers’ eyes to certain points. When done correctly you should be able to scan the headings and bolded words and be compelled to register.
  • We like to keep bold sections to 3-4 words max. Remember their purpose is to help people quickly scan.
  • In text heavy pages like this I would also bold the following words – $100 billion – opportunity – selling and delivering digital products – incredible innovations – amazing results for you
  • By just scanning the headline and the words listed above, if you have a course or membership, you should be sold on attending.
  • Stu uses the trusty 3/5/7 in the heading. Specificity will drive conversions.

What we’d test:

  • I’m a huge fan of Stu’s and this isn’t his best funnel. 
  • The text on the page feels too blocky and hard to read.
  • Our 5 Part Landing Page Formula encourages people to use 1-2 lines of text and 3-4 bullet points to get your message across. Yes, you have to work harder to condense your message and keep its punch but you will be rewarded with higher conversion rates
  • The Register Now button is small and tucked away in a low eye traffic part of the page.
  • We would test flipping the image and the copy to opposite sides of the page
  • The blue button also blends in with the page. I would make this brighter so that it stands out more. Remember branding has nothing to do with on page conversions.

Swipe Files:

Crafting High-Converting Webinar Ads & Opt-In Pages

Crafting High-Converting Webinar Ads & Opt-In Pages

Micheal O'Neill

Crafting High-Converting Webinar Ads & Opt-In Pages

Unlock the secrets to crafting high-converting webinar ads and opt-in pages with expert strategies. Discover tactics for maximizing conversions, driving sign-ups, and boosting attendance for your courses. Learn proven optimization techniques and persuasive methods to elevate your webinar marketing success.
Crafting High-Converting Webinar Ads & Opt-In Pages

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Strategies for Effective Webinar Ads on Social Media

When it comes to plant-powered health there are few organizations bigger than The Food Revolution Network with over 700,000 members. John & Ocean Robbins combine subject matter expertise with incredible business and marketing acumen and implementation.

Today we are going to look at a Facebook ad for one of their many evergreen webinar funnels. Let’s dive in. 

Ad Version 1 – Medium Form – Tackling Type 2 Masterclass

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3 Elements To Inspire Your Ad Campaigns:

  • Look at that opening hook; “Each year, type 2 diabetes claims more than a million lives…” What an attention grabbing line. If you have type 2 diabetes or if you are worried that your lifestyle will lead you to type 2 diabetes, there is no way you will skim past this without paying attention. Now there are no fingers being pointed here. People are not being called out over their health but a real problem is surfaced and people are forced to ask…. Could this be me in the future?
  • They immediately move to tackling an objection. “We often treat it with medication….” It is important to join the conversation that your audience is having in their head and lead them where you want them to go. The best marketing set up an enemy, someone or something to throw stones at, to blame. To create an us v them feeling. Once you establish an enemy you want to discredit them. No I’m not talking about a mudslinging political campaign. I’m talking about establishing why your solution is superior to the alternative – “serious side effects, are expensive and often don’t work”
  • “That’s why this message is so urgent” Remember this is an evergreen campaign, but that still doesn’t mean that you can instill urgency. Remember urgency will drive more people to take action, scarcity will drive people to pay more for a solution.

Swipe:

 

Webinar Registration Optimization: Strategies Behind Webinar Opt-In Pages

 

Webinar Opt-In Page – Above The Fold

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Webinar Opt-In Page – Pop Up

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Webinar Opt-In Page – Registration Bucketing Question

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3 Elements To Inspire Your Ad Campaigns:

  • Attack Conventional Wisdom. Counter cultural arguments are extremely powerful. Even non-conspiracy theorists love when conventional wisdom is wrong. People respect others who challenge the status quo. People also hate when they feel they have been lied to or there is some hidden truth that has been kept from them. This headline is very compelling. They have triggered curiosity, suspicion, and FOMO. This is one of the best ways you can get people to register for your webinar or lead magnet.
  • This Masterclass is absolutely FREE and plays in your local time – I love how they have verbalized the evergreen nature of the webinar and portrayed a potential negative in a positive light.
  • Once you enter your contact details there is a 2nd step to the registration process. If this question was asked up front it would reduce the conversation rates significantly. As people have already entered their contact details and committed to the process there will be very little fall off with the request for extra info. However, that info is massively valuable. Based on people’s answers you can now have 3 different sales sequences which focus on the specific situation of each avatar. Everything from hooks, challenges, emotional drivers, outcomes and testimonials can be tailored to speak to the specific avatar. This is guaranteed to increase your sales during your follow up sequence.

3 Elements We’d Test:

  • We’d test removing the support and login menu. Any distraction is likely to reduce conversion.
  • There is some debate as to whether video increases or decreases on page conversion rates. It is likely that Ocean has tested the registration page with and without the video trailer. If you are including video on your registration page I would definitely test: Voomly https://www.voomly.com/. There are plenty of tools with similar functionality but this pops a registration form when a video gets to a certain point. 
  • I’d test with and without the social sharing icons in the header and sidebar. Unless you are getting a significant number of shares and these shares are producing registrations I would take these off. They are not driving people to register for the webinar. I would set up a test that removes them from the opt-in page but adds them to the thank you page. People will be more likely to share once they have registered. One question I have is….How many people are willing to admit having or being worried about type 2 diabetes and sharing it openly on their social channels?

Swipe:

Webinar Funnel Optimization for Course Sales

Webinar Funnel Optimization for Course Sales

Micheal O'Neill

Webinar Funnel Optimization for Course Sales

Discover expert strategies to optimize your webinar funnel for higher course sales success. From crafting compelling ads to irresistible opt-in pages and converting leads into Perfect-Fit Client, learn how to maximize conversions and drive revenue with webinar funnel optimization for course sales.
Webinar Funnel Optimization for Course Sales

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Opt-In Page for Webinar Registration: Objections Crushing Strategy

Opt-In Page for Webinar Registration

Who doesn’t love a good webinar?

Here’s an above-the-fold view from a Codie Sanchez webinar registration page.

Codie has seen exponential growth over the past few years building her email list to over 400,000.

People love steps and frameworks. 

They want a silver bullet that will make their dreams come true with 0 work.

We know (most times) that’s not possible but we have to meet them where they are.

I love the headline. It is clear and teases an extraordinary promise.

Buy a business in just 10 steps that throws off free cashflow from day 1.

Everyone knows that buying a business is complicated. 

But Codie breaks it down into just 10 steps. And who can’t follow 10 simple steps?

The sub-headline introduces the concept of “volatile markets” 

Even a casual observer of markets knows that’s when the most opportunity exists.

But then Codie introduces an awesome twist.

A “Boring Business” is an antidote to “volatile markets”. 

The contrast here stokes interest and curiosity.

Your audience will always have objections. Make sure you deal with them front and centre.

Codie does this nicely with “FREE” and “No prior experience needed”.

A great question to ask yourself.

What objections does my audience have to registering for my webinar or lead magnet?

Opt-in Page Swipe File:

 

Facebook Ad to Free Webinar – Analyzing a Profitable Strategy

Facebook ad to free webinar

Simple ad format here from Codie. She lets the Creative do the talking.

There’s lots of debate as to whether a native image without any test performs better than an ad style image.

The truth is they both work. And, they can both work even in the same account and the same campaign.

Your job is to test both in every campaign and see which one gets the best results for you.

This image has a massive hook.

Learn how to buy successful businesses with other people’s money.

Oh, my word. While buying a successful business is awesome. 

Buying a successful business with OPM is the ultimate hack.

She then backs this up with some massive social proof…..

Join 20,000+ people.

And our most popular word used in lead gen ads….. FREE.

Facebook Ad Swipe Files:

Course Offer Page – In Alignment with Your Launch Webinar

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And then onto the offer page.

“Learn How To Buy Your First Small Business in Just 30 Days”

It’s clear. It’s specific. It’s time-bound. It aligns perfectly with the topic of the launch webinar.

But what she’s really selling is “Financial Freedom”

Codie amps up how difficult it is to start a business.

She is offering you a “fool-proof”, step-by-step, approach to shortcut all the hassle and risk.

To take the “Unconventional” counter-intuitive approach that will make all your dreams come true without the pain and struggle.

Did someone say silver bullet???

Course Offer Page Swipe Files

Optimizing Membership Conversion: From Webinar to Offer Page

Optimizing Membership Conversions: From Webinar to Offer Page

Micheal O'Neill

Optimizing Membership Conversions: From Webinar to Offer Page

Unlock the secrets to optimizing your webinar funnel and skyrocket membership conversions with expert strategies. From crafting compelling opt-in pages to mastering irresistible sales copy, learn how to transform leads into committed members
Optimizing Membership Conversion: From Webinar to Offer Page

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Webinar Opt-in Page Mastery Unveiled

Did someone say romance?

Hey….”love” needs funnels too.

Let’s dive into a Funnel by “Get The Guy” Matthew Hussey.

The funnel kicks off with a free training – Dating WIth Results.

This super clean registration page is a masterclass in copy.

webinar opt-in page

The promise is right there in the title “Dating With Results” 

 

But it’s the pre-header and body copy I love.

 

“Transform Your Love Life and Start Turing Chemistry Into Commitment”

 

“Turn Chemistry Into Commitment” is a beautiful line. 

 

Take every opportunity you can to introduce alliteration or rhyming into your copy.

 

Matthew uses bold to draw attention to keywords in the copy. 

 

Remember, people scan, not read your opt-in page. 

 

Help them pick out the most important words on your page with bold.

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Take some time to study the 6 bullet points outlining the content of the free training.

 

Each one is strong enough to stand alone as an opt-in page headline. 

 

And that’s how you should think when drafting your copy.

 

Matthew builds curiosity and excitement. 

 

He introduces frameworks, stages and 4-word scripts. He talks to pain points and desires.

 

Finally, he wraps up with avatar callouts to position his audience.

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This is one hell of an opt-in page.

And best of all…. simple to recreate for your topic…

Opt-in Page Swipe File:

SWIPE FILE – 0065 – Matthew Hussey – Webinar Registration Page 

Facebook Ad to a Free Webinar

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Short and sweet today.

And I’m not going to ruin it by over-explaining this…..

ARE YOU AFRAID YOU’LL STAY SINGLE FOR THE REST OF YOUR LIFE?

Facebook Ad Swipe File:

SWIPE FILE – 0065 – Matthew Hussey – FB ad to Free Workshop

Mastering Irresistible Sales Page Copy

Membership Offer Page

Matthew’s excellent copy follows through to his sales page.

DISCOVER THE 3-STEP FORMULA FOR CREATING THE COMMITTED RELATIONSHIP YOU DESERVE.

Simple and to the point. 

Promises his avatar the number 1 thing they want – a committed relationship.

Makes it sound simple – “What, there are only three steps?”

Provides a guarantee via a “formula”.

Highlights that people will get 3 free bonuses worth $447 when they sign up.

This is a great price anchor for a membership costing $69.95 per month or an annual sub costing $41 per month.

Offer Page Swipe File:

SWIPE FILE – 0065 – Matthew Hussey – Membership offer page

Responsive Webinar Funnel Optimization for Your Next Launch

Responsive Webinar Funnel Optimization for Your Next Launch

Micheal O'Neill

Responsive Webinar Funnel Optimization for Your Next Launch

Discover key strategies to optimize your webinar funnel, and maximize engagement with expert tips and techniques tailored for success.
Responsive Webinar Funnel Optimization for Your Next Launch

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Webinar Registration Page Design

Mobile Optimization

Up to 80% of visitors to your opt-in pages will be on mobile.

 

If you want to succeed online today, you’ve gotta think mobile first. 

 

I’ve been banging on about this for years.

 

But this is the first time I’ve seen a double hero.

 

When I landed on Jenna’s (desktop) opt-in page, my first thought was… boy this is cluttered.

 

It wasn’t until I switched to mobile view that I saw the genius of what she had done.

Mobile Optimization

The top banner of the desktop page becomes the mobile above the fold section complete with.

  • Headline
  • Body Copy
  • CTA
  • Image
  • Scarcity (Countdown timer)

 

And then when the visitor scrolls, they have a second hero section.

 

One thing that stands out when looking at the desktop version is how little space you have on mobile.

 

Looks like we all better get good at saying a lot with as few words as possible!

 

Opt-in Page Swipe Files


 

Persuasive Facebook Ad Journey to a Free Webinar

Persuasive Facebook Ad

Is launching a successful Podcast as easy as 3 Simple Steps?

 

No, of course, it isn’t, but if most people knew how hard it was, they would never try.

 

Is Jenna a “bad person” for painting a podcast launch much easier than it is?

 

No. Not at all. She knows how powerful a podcast can be in driving online business growth.

 

Her job is to convince as many people as possible to launch a podcast so they can have the same growth she has.

 

And how do you do that? You make it seem effortless.

 

You break it down into simple steps and give people what they want: a silver bullet.

 

Her job is to get people to take just one step. 

 

One step forward toward their ultimate goal. One step into Jenna’s world.

 

Because once they are in Jenna’s world, she can help them take the next step.

 

Create a framework, give people simple steps, and show them the shortcut.

 

To get them to take their first step, make it feel effortless and guarantee their success.

 

 Facebook Ads Swipe File


 

Offer page template for your next launch

offer page template

Speaking of keeping things simple.

 

Here is an offer page hero template for your next launch. 

 

Introducing Your Complete A-Z {Your Topic} Roadmap

 

Get my proven, 5-step stress-busting system to {primary outcome} in just 30 days.

 

I love the phrase “5-step stress-busting” so much alliteration and consonance.

 

 Sales Page Swipe Files


 

Optimizing Webinar Funnels for Maximum Conversions

Optimizing Webinar Funnels for Maximum Conversions

Micheal O'Neill

Optimizing Webinar Funnels for Maximum Conversions

Unlock the secrets to maximizing conversions in your webinar funnels with expert optimization strategies for course creators.
Optimizing Webinar Funnels for Maximum Conversions

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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

 

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

 

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

Unlock expert strategies and tactics to maximize your webinar effectiveness and drive revenue for your course offerings.

How to Use Webinars to Sell Your Course Online

Micheal O'Neill

How to Use Webinars to Sell Your Course Online

Unlock expert strategies and tactics to maximize your webinar effectiveness and drive revenue for your course or membership.
Unlock expert strategies and tactics to maximize your webinar effectiveness and drive revenue for your course offerings.

Here's what we have for you today

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How to be an overnight rockstar (like you aren’t already!)

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What I love:

 

  • Great use of space. This page has a lot of content, but it doesn’t feel like it. Using vh100%, Susie uses space to draw attention to the key points.
  • Great use of bold to highlight keywords and phrases. Bold makes the content easy to scan and helps the reader understand the key points. 
  • The subhead gives you everything you need to know about the webinar. The “attract new clients” part is hugely important, as it describes the transformation that having these new skills will help you achieve.

 

What I’d test:

  • I’m allergic to “skyrocket.” It is overused and, in my mind, lazy, especially in the age of turgent AI copywriting. 
  • The CTA button is lost on the page. I would make it bigger and brighter. To do this, “Overnight Rockstar” could be reduced by 30%. 
  • The header banner is the most valuable area of an opt-in page. Everyone sees it and reads it. There is a lot of wasted real estate there at the moment. I would expand on FREE WORKSHOP to include some of the benefits of attending.

 

LEADS – Opt-in Page Swipe Files:

 

A counterintuitive open hook that provides instant audience positioning

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What I love:

  • Counterintuitive Opening Hook – Going against the grain is a great way to grab attention
  • Audience Positioning – Within the first 14 words, someone knows if they are in the right place or not. Want to be featured in the media? Well, read on.
  • Inferred Authority – People ask me all the time who my publicity team is. This is inferring that Susie gets lots of media attention and you should pay attention to her.

 

What I’d test:

  • Susie has lot’s of ad copy variations in the ad library but they all use the same ad copy. Even if you have found your unbeatable ad you should always be testing. You never know whey your winning ad will keel over and die.
  • I’d break up the text to make it easier to read. Aim for one line of text max, and never go over two. Single lines make it easier to read.
  • The image above is only ⅓ of the ad. I’d test shorter ads formats as it give Meta an opportunity to follow up and show people a variety of ads. Remember, not everyone is ready to register straight away. 



UPLEVEL ADS – Ad Swipe Files:

 

Price anchoring an evergreen offer to drive sales

If you are launching an evergreen webinar, a question that will quickly come up is:

Should I promote the offer I’m selling through my evergreen funnel on my website?

The answer is yes, but the level of detail on your sales page depends.

Susie uses one of my favorite approaches.

She uses her always-available sales page to price anchor her evergreen offer.

People aren’t stupid. 

When you make them an evergreen offer, they will do their research.

This means you can make them feel like the evergreen offer is a steal.

In this case, Susie has her course listed on her website for $2,997.

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However, when you go through her webinar funnel, you can buy it for $497.

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This will result in a massive conversion bump for your evergreen funnel.

 

Of course, you can still sell your full-priced course during your live launches.

 

The price difference is normally justified by an element of live coaching which isn’t offered on Evergreen.

 

NOW LAUNCHING – Offer Page Swipe Files:

 

0083-s2-colin-boyd-mini-offer

A Simple But Effective Sales Page Format

Micheal O'Neill

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.

0083-s2-colin-boyd-mini-offer

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.

 

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