Author: Micheal O'Neill

How to Craft Successful Launch Strategies

Micheal O'Neill

How to Craft Successful Launch Strategies

The key to a successful launch is having a rabid audience that’s whipped into a frenzy.

 

An audience waiting impatiently for an opportunity to buy something from you.

 

So the question becomes, how do we whip our audience into a buying frenzy?

 

The answer; We show them a future so good it makes their wildest dreams look dull.

 

It might sound easy, but it’s not.

 

The key is painting a future beyond their wildest dreams that they believe they can achieve.

 

Sure, we can make massive promises, but how do we make people believe this time will be different? 

 

How do we show them this time they will get the promised results?

 

We do this by: 

  1. Understanding their current pain points and frustrations and what’s stopping them from moving forward
  2. Being able to speak accurately about their primary goals, dreams, and ambitions. 
  3. Showing them a set of simple steps to take them from where they are to where they want to go.
  4. Proving you have a proven framework to get them to where they want to go.
  5. Proving you are the person they want to lead them to where they want to go.

 

Let’s dive into Stu’s funnel.

 

Most launch funnels start with the promotion of a pre-launch workshop or webinar.

Stu starts well in advance with not just 1 lead magnet but multiple lead magnets.

 

The lead magnets align with the awareness and experience levels of the different avatars who will go onto to purchase his course.

 

Looking through the Meta Ad Library, I have found 4 different lead magnet offers:


 

This is aimed at the least aware people. 

 

They like the idea of an online business but have no idea where to start.

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This is aimed at people who have considered membership and who Stu wants to get excited about the revenue opportunity of launching their membership.

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This is aimed at people who are ready to launch their membership and want to discover the best way possible to do it.

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This is aimed at existing membership site owners who want to scale and grow and existing membership.

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These clearly line up with the 4 potential avatars:

  • Can I leave my 9-5 or build an online business?
  • I want to launch an online business, but will I make enough money?
  • I have an idea for a membership, but how do I launch it?
  • How do I scale my membership?

 

If you have a digital offer, you are going to have multiple avatars who will purchase.

 

How are you supporting each of them based on where they are today?

 

How are you showing them that you understand their pain points and their primary frustrations?

 

How are you tailoring your messaging to show them that you understand their primary goals and desires?

 

Each of the 4 lead magnets lead beautifully into the:

 

 

This is Stu’s pre-launch workshop leading to his course – The Membership Experience.

 

After people opt-in for any of the lead magnets they are immediately offered a seat on the Membership Workshop.

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This is a great example of meeting people where they are, giving them a tiny step to take that solves a key pain point, and then giving them a simple next step to take.

Do yourself a favour and click on any of the links above and register for Stu’s Membership Workshop. You won’t be disappointed!

Opt-in Page Swipe Files:

4 Framework Meta Ad Drafting AI Prompt For High Converting Ads

Launch Newsletter Issue #00079

Micheal O'Neill

Launch Newsletter Issue #00079

Hey, hey, it’s L.A.U.N.C.H., your online business growth espresso – a small shot with a massive launch wake-up punch.

Grab your popcorn, slip on your comfy pants, and settle in for a blockbuster launch.

This isn’t an ordinary launch. 

No, Siree! This is one of the biggest course launches of the year.  

There’s so much to learn, I’m going to break this into 3 phases.

  • Phase 1 – Launch Awareness
  • Phase 2 – Pre-Launch Engagement
  • Phase 3 – Offer Delivery

My first recommendation is you go and register for this launch straight away:

Why would I recommend this?

  1. You will learn more about how to launch by studying the best in the business launching than you will by taking a $1,997 course.
  2. I want you to study each email from Stu to see how you can improve your launch and sales emails.
  3. I want you to geek out over how Stu structures his workshops and offers.
  4. You will learn a hell of a lot about how to build a profitable membership

Stu is world-class at two things – Helping people build memberships and launching.

And it just so happens it’s time to see him do both.

The best way to learn about launching is to experience one in action.

This is your chance to grab a front-row ticket to one of the best launches each year.

And then check back in with LAUNCH as we break down each step in Stu’s launch.

Sharing the insider secrets to Stu’s launch and what you can do to make your next launch a massive success. 

Register For Stu’s Membership Workshop
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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:

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L – Leads

The key to a successful launch is having a rabid audience that’s whipped into a frenzy.

 

An audience waiting impatiently for an opportunity to buy something from you.

 

So the question becomes, how do we whip our audience into a buying frenzy?

 

The answer; We show them a future so good it makes their wildest dreams look dull.

 

It might sound easy, but it’s not.

 

The key is painting a future beyond their wildest dreams that they believe they can achieve.

 

Sure, we can make massive promises, but how do we make people believe this time will be different? 

 

How do we show them this time they will get the promised results?

 

We do this by: 

  1. Understanding their current pain points and frustrations and what’s stopping them from moving forward
  2. Being able to speak accurately about their primary goals, dreams, and ambitions. 
  3. Showing them a set of simple steps to take them from where they are to where they want to go.
  4. Proving you have a proven framework to get them to where they want to go.
  5. Proving you are the person they want to lead them to where they want to go.

 

Let’s dive into Stu’s funnel.

 

Most launch funnels start with the promotion of a pre-launch workshop or webinar.

Stu starts well in advance with not just 1 lead magnet but multiple lead magnets.

 

The lead magnets align with the awareness and experience levels of the different avatars who will go onto to purchase his course.

 

Looking through the Meta Ad Library, I have found 4 different lead magnet offers:


 

This is aimed at the least aware people. 

 

They like the idea of an online business but have no idea where to start.

blank

 

This is aimed at people who have considered membership and who Stu wants to get excited about the revenue opportunity of launching their membership.

blank

 

This is aimed at people who are ready to launch their membership and want to discover the best way possible to do it.

blank

This is aimed at existing membership site owners who want to scale and grow and existing membership.

blank

These clearly line up with the 4 potential avatars:

  • Can I leave my 9-5 or build an online business?
  • I want to launch an online business, but will I make enough money?
  • I have an idea for a membership, but how do I launch it?
  • How do I scale my membership?

 

If you have a digital offer, you are going to have multiple avatars who will purchase.

 

How are you supporting each of them based on where they are today?

 

How are you showing them that you understand their pain points and their primary frustrations?

 

How are you tailoring your messaging to show them that you understand their primary goals and desires?

 

Each of the 4 lead magnets lead beautifully into the:

 

 

This is Stu’s pre-launch workshop leading to his course – The Membership Experience.

 

After people opt-in for any of the lead magnets they are immediately offered a seat on the Membership Workshop.

blank

This is a great example of meeting people where they are, giving them a tiny step to take that solves a key pain point, and then giving them a simple next step to take.

Do yourself a favour and click on any of the links above and register for Stu’s Membership Workshop. You won’t be disappointed!

Opt-in Page Swipe Files:

 

 

U – Uplevel Ads

Running Facebook ads to a fixed date launch workshop in the future normally increases  your cost per lead.

 

The biggest reason for this is delayed gratification.

 

People want to feel all their problems will be solved when they hit the submit button.

 

Waiting for a live workshop decreases this feeling and lowers your conversion rate.

 

Lining up immediately available lead magnets in front of your launch workshop will both decrease your front-end cost per lead and increase your workshop opt-in rates.

 

When someone takes action towards a goal by opting in for a lead magnet, there is an immediate dopamine hit.

 

If that is followed by a free offer that takes them one more step closer to their goals, the dopamine wave will carry them to opt-in before they can even think about it.

 

But even if it doesn’t, you now have their email address and the opportunity to get them excited about your pre-launch workshop.

 

Let’s take a look at Stu’s ads for each of his lead magnets:


 

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This is where we start to see the real power of having multiple lead magnets.

 

Stu can customize his ad copy to target the specific challenges and fears of that avatar.

 

The amazing thing about Meta is it can hunt down and display ads to people who are in this phase.




 

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We can see Stu stepping up his messaging in this ad to talk more about the potential of your membership business.

 

Calculators are fantastic lead magnets that produce low CPLs and are massive link-building SEO assets. 

 

If you are just considering memberships as an option talking about 6, 7, or 8-figure businesses will not resonate with you. 

 

But it’s sure to capture people’s attention who have put some thought into their membership. 


 

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Again, we see the progression in the copy from calculating how much you could make in your membership to creating and scaling your membership.


 

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And finally, to existing membership site owners. 

And the real key to business growth – Retention.

Facebook Ad Swipe Files:

 

N – Now Launching

But Stu doesn’t kick back and put his feet up there. 

 

There’s money to be made before he even launches his course.

 

More and more, the big launchers are moving towards liquidating the cost of their ads before they open the doors to their paid products.

 

In this case, Stu has a lovely little $47 VIP upsell package for his free pre-launch workshop. 

 

Once you opt-in for The Membership Workshop you are offered a VIP Fast Pass.

 

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Like all good upsells, it offers a shortcut.

 

In this case a shortcut to go from learning to implementation to quick, profitable results.

 

“Start building your membership with confidence”

 

VIP Upsell Swipe Files:

C – Conversion Optimization

Facebook ads are complex. 

 

Many factors impact the success of your campaign.

 

Writing copy that gets people to take action, however, is your greatest lever.

 

Here’s the key to writing persuasive Facebook Ad copy.

 

Persuasive copywriting is the #1 skill you need to develop to crack Facebook ads.

Yes, creative, audience, and setup are important, but if you give Facebook killer copy and a broad audience, you will see results. Here are 6 ways to write copy that gets people to take action. 

 

Craft a killer headline: Make it intriguing, benefit-driven, and focused on your audience’s pain points. A great headline grabs attention and gets them to read further.

 

Address their pain points: Speak to their challenges and how your product can help alleviate them.

 

Demonstrate the transformation: Don’t talk about benefits or features. Show people how their lives will be better. Pain a vivid picture of their future life once they have implemented your solution.

 

Use social proof: Incorporate stories, testimonials, and case studies to build trust and credibility with potential customers.

 

Create a sense of urgency: Deadlines, limited-time offers, and disappearing bonuses will nudge prospects to get off the fence and take action.

 

End with a clear call-to-action (CTA): Make it simple and direct. Tell them exactly what to do next to access your product.

 

H – Hot Take

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Just about sums it up….

 

 

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

Forward this newsletter to a friend with an invitation to subscribe right here: https://michealoneill.com/launch 

Facebook Ad Drafting Tip

Writing Persuasive Ad copy: Facebook Ad Drafting Tip

Micheal O'Neill

Writing Persuasive Ad copy: Facebook Ad Drafting Tip

 

Facebook ads are complex. 

Many factors impact the success of your campaign.

Writing copy that gets people to take action, however, is your greatest lever.

Here’s the key to writing persuasive Facebook Ad copy 

Persuasive copywriting is the #1 skill you need to develop to crack Facebook ads.

Yes, creative, audience, and setup are important, but if you give Facebook killer copy and a broad audience, you will see results. Here are 6 ways to write copy that gets people to take action. 

Craft a killer headline: Make it intriguing, benefit-driven, and focused on your audience’s pain points. A great headline grabs attention and gets them to read further.

Address their pain points: Speak to their challenges and how your product can help alleviate them.

Demonstrate the transformation: Don’t talk about benefits or features. Show people how their lives will be better. Pain a vivid picture of their future life once they have implemented your solution.

Use social proof: Incorporate stories, testimonials, and case studies to build trust and credibility with potential customers.

Create a sense of urgency: Deadlines, limited-time offers, and disappearing bonuses will nudge prospects to get off the fence and take action.

End with a clear call-to-action (CTA): Make it simple and direct. Tell them exactly what to do next to access your product.

 

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2 High Converting Landing Pages for Maximizing Conversions

Micheal O'Neill

2 High Converting Landing Pages for Maximizing Conversions

 

#1 Revive your list and increase your sales

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I’m 50/50 on “better-than-tv” 

I’m sure he means people would prefer to read your emails than look at TV.

But the fact that I am asking the question is enough.

The rest of the copy is on the money, though.

“Unlimited Story Diven Emails At Your Fingertips

……

Plan and write entire email sequences in the time it currently takes you to write just one email.”

Great use of simple visuals, and one of the cleanest heroes I’ve seen in a long time.

This format is definitely worth a test for your next offer page.

SWIPE FILES

 

 

#2 Get 3x more done every week

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

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

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

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

SWIPE FILES

 

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Sales Copywriting Secrets Revealed with 3 Killer Facebook Ads

Micheal O'Neill

Sales Copywriting Secrets Revealed with 3 Killer Facebook Ads

3 Killer Facebook Ads

#1. Danger Sensitive Content

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I love this ad creative.

We’ve got a “secret” so effective it has been designated as sensitive. 

If you want to popularize anything, get it banned.

The second people feel they can’t have something, they want it all the more.

SWIPE FILES

#2. Stories Sell

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Simplicity is the key to a hot offer.

 

It’s easy to write ad copy for a hot offer. 

 

That’s because 90% of a high-converting ad comes before a single letter is typed.

 

  • Story Sells (So do these emails!)

 

In just 6 words, Bill hits the pain point, the promise, and the desired transformation.

 

If you run an online business writing emails that sell keeps you awake at night.

 

Problem solved.

 

SWIPE FILES

 

#3 The 1 Page Promise

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

Especially if it is something big like productivity.

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

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

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

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

SWIPE FILES

4 Framework Meta Ad Drafting AI Prompt For High Converting Ads

Launch Newsletter Issue #00078

Micheal O'Neill

Launch Newsletter Issue #00078

Hey, hey, it’s L.A.U.N.C.H., we make growing your online business as easy as tying your shoes – loop, swoop, and pull!

 

We’re switching up the format today. Going for the old 3…2…1… approach.

 

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:

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3 Killer Facebook Ads

#1. Danger Sensitive Content

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  • I love this ad creative.

     

    We’ve got a “secret” so effective it has been designated as sensitive. 

     

    If you want to popularize anything, get it banned.

     

    The second people feel they can’t have something, they want it all the more.

     

    SWIPE FILES

#2. Stories Sell

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Simplicity is the key to a hot offer.

 

It’s easy to write ad copy for a hot offer. 

 

That’s because 90% of a high-converting ad comes before a single letter is typed.

 

  • Story Sells (So do these emails!)

 

In just 6 words, Bill hits the pain point, the promise, and the desired transformation.

 

If you run an online business writing emails that sell keeps you awake at night.

 

Problem solved.

 

SWIPE FILES

 

#3 The 1 Page Promise

blank

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

Especially if it is something big like productivity.

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

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

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

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

SWIPE FILES

 

2 High Converting Landing Pages

 

#1 Revive your list and increase your sales

blank

I’m 50/50 on “better-than-tv” 

I’m sure he means people would prefer to read your emails than look at TV.

But the fact that I am asking the question is enough.

The rest of the copy is on the money, though.

“Unlimited Story Diven Emails At Your Fingertips

……

Plan and write entire email sequences in the time it currently takes you to write just one email.”

Great use of simple visuals, and one of the cleanest heroes I’ve seen in a long time.

This format is definitely worth a test for your next offer page.

SWIPE FILES

 

 

#2 Get 3x more done every week

blank

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

 

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

 

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

 

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

 

SWIPE FILES

1 Facebook Ad Drafting Tip

Facebook ads are complex. 

 

Many factors impact the success of your campaign.

 

Writing copy that gets people to take action, however, is your greatest lever.

 

Here’s the key to writing persuasive Facebook Ad copy 

 

Persuasive copywriting is the #1 skill you need to develop to crack Facebook ads.

 

Yes, creative, audience, and setup are important, but if you give Facebook killer copy and a broad audience, you will see results. Here are 6 ways to write copy that gets people to take action. 

 

Craft a killer headline: Make it intriguing, benefit-driven, and focused on your audience’s pain points. A great headline grabs attention and gets them to read further.

 

Address their pain points: Speak to their challenges and how your product can help alleviate them.

 

Demonstrate the transformation: Don’t talk about benefits or features. Show people how their lives will be better. Pain a vivid picture of their future life once they have implemented your solution.

 

Use social proof: Incorporate stories, testimonials, and case studies to build trust and credibility with potential customers.

 

Create a sense of urgency: Deadlines, limited-time offers, and disappearing bonuses will nudge prospects to get off the fence and take action.

 

End with a clear call-to-action (CTA): Make it simple and direct. Tell them exactly what to do next to access your product.



H – Hot Take

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Mark knocking it out the park once again!

 

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

Forward this newsletter to a friend with an invitation to subscribe right here: https://michealoneill.com/launch 

Advanced Strategies for Setting Facebook Ad Goals

Advanced Strategies for Setting Facebook Ad Goals

Micheal O'Neill

Advanced Strategies for Setting Facebook Ad Goals

Advanced Strategies for Setting Facebook Ad Goals

 

Ever feel like Facebook ads have you chasing your tail?

Growing your online course or membership business doesn’t need to be frustrating. 

The key to effortless growth is a rock-solid plan.

Here is how to set practical KPIs and goals for your Facebook ad campaigns. 

Set SMART objectives: Ensure your goals are Specific, Measurable, Achievable, Relevant, and Time-bound. These will give your campaigns a clear direction and purpose. Remember to include input and output objectives. What you want, and what you have to do to get it.

Choose the right KPIs: Pick metrics that align with your objectives. For conversions, focus on cost-per-conversion, conversion rate, and ROI. For lead generation, track CPL, post opt-in engagement and ultimately post opt-in conversion rates.

Implement tracking tools: You can use the Facebook Pixel to track your conversions and monitor your ad performance initially. If you are scaling, you may need Hyros, RedTrack, Triple Whale or Wicket Reports.

Analyze and optimize: Regularly evaluate your performance versus your KPIs. Check if you’re on track to meet your objectives. You will rarely get your KPIs right the first time around. Adjust them to reflect reality but always strive to improve and optimize.

Continuous learning: Stay up-to-date on industry trends, follow experts, attend webinars, and invest in your development. Knowledge is power in the ever-evolving world of Facebook ads.

 

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The tricky evergreen deadline conversation

Micheal O'Neill

The tricky evergreen deadline conversation

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The upsell from the lead magnet is to a $97 product reduced to $58.

Depending on how digital marketing savvy your audience is, be careful with the “only valid today” 40% discount.

It creates urgency and will drive conversions, but if a buyer sees the discount is still available in 3 months, they may start questioning your marketing morals.

This is a regular conversation I have with my clients. 

Evergreen funnels need some form of deadline.

Often, I will use my email follow-up sequence to create the deadline.

Other people use a series of disappearing bonuses. 

Others let the offer do the talking and don’t add a deadline.

Every time I’ve tested this, the version with the discount ending tonight has outperformed every other option.

The sales page copy does a great job of telling their story while making it relatable and outlining the transformation.

I’m Glen, and 5 short years ago, my partners Meg, Con and I were dirt broke, and struggling to get out of ‘200 view jail’ on TikTok and Reels.

But every day, we woke up early to shoot and stayed up late to edit. 

We did this 7 days a week for months on end.

Then, one day, we had a video go viral.

We realized we could take what worked about that video and apply it to the next one.   

So that’s what we did, again and again and again. 

Until we were able to get 100 million views in just 3 months on our channel @megandglen.

Check out the sales page swipe file.

It’s built on Kajabi, so it’s nothing fancy or crazy from a design perspective. 

But it does a great job of making this feel like a no-brainer offer. 

Offer Page Swipe Files:

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Mastering the Art of Persuasive Ad Copywriting

Micheal O'Neill

Mastering the Art of Persuasive Ad Copywriting

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Out of their entire funnel, I was most impressed with One Peak Creatives’ ads.

 

You can check out one of their ads here: 

 

But back to their ad copy for now.

 

I love the opening hook – How even a dog can go viral on TitTok and Instagram in 2024.

 

Let’s break it down:

  • It’s unexpected
  • It’s interesting
  • It opens a loop
  • It’s unique
  • It positions the audience
  • It tackles an objection (it’s harder to go viral in 2024).

 

The hook is paired with the still frame in the video. “If he can do it, so can you.”

 

The ad then goes on to deliver some value. As you read it, you feel like you are learning something.

 

Teaching is a good way to stoke interest and engage people with your ads.

 

They start the desire section with a mini case study explaining the hook and fill it with examples of people who have gotten the promised result.

 

The final section is beautiful. They tackle two big objections:

  1. How much will this cost?
  2. How long will it take me?

 

But they do it in a creative way using an analogy.

 

It takes less than a weekend and costs less than a tank of gas.

 

(Although, if they knew how much it costs to fill a “tank of gas” in Ireland, they might have used a different analogy.) 

 

Facebook Ad Swipe Files:

Your 3-part leverage triangle defining AI prompt

Your 3-part leverage triangle defining AI prompt

Micheal O'Neill

Your 3-part leverage triangle defining AI prompt

Your 3-part leverage triangle defining AI prompt

 

Leverage is one of the keys to getting people to take action.

Leverage can be used for good and for bad.

In the LAUNCH NOW Framework, we only use leverage to get people to take the actions they know they need to.

The best way to understand leverage is by spending time face-to-face with your perfect-fit client.

But often, that is not possible. For the times that it isn’t, then ChatGPT can be the next best thing.

Here is a 3 part prompt to start building your Leverage Triangle.

Prompt Objective:

To identify our perfect-fit clients’ key pain points and desires and create the circumstances necessary for them to take action and move toward their goals.  

Prompt Outline:

All 3 prompts should be entered one at a time into the same chat. 

Prompt 1: 

I want you to be an expert customer profiler and direct response marketer.

I will ask you to identify my perfect-fit client’s primary pain points and desires so I can draft compelling copy for my marketing and sales funnels.

My avatar are {insert avatar description}

I help them {insert description of what you help them achieve}

What are the top 5 pain points that keep my perfect-fit clients awake at night?

Prompt 2: 

If my perfect-fit client does not take action and solve their primary pain point, what will their life and business look like in 10 years?

Prompt 3: 

If my perfect-fit client takes action and solves their primary pain point, what will their lives look like in 10 years?

I completed this prompt series in ChatGPT, Claude-2, Gemini-Pro (Bard) and LLaMA. Here is how I ranked their outputs:

  1. Claude-2
  2. ChatGPT
  3. LLaMA
  4. Gemini-Pro