Author: Micheal O'Neill

Facebook Ad to Quiz Funnel

Optimizing Facebook Ad to Quiz Funnel: A Comprehensive Review

Micheal O'Neill

Optimizing Facebook Ad to Quiz Funnel: A Comprehensive Review

Facebook Ad to Quiz Funnel

The AIDA copywriting technique is employed beautifully here.

 

ATTENTION

The language is a bit wooden for my liking. 

 

“Discover the path to regain your power over your drinking habits in 8 weeks”

 

Often simple copy will convert better.

 

“Discover the simple formula to control your drinking habits in 8 weeks”

 

In this case I think the second paragraph would serve as a better hook.

 

What if I told you could control your drinking habits WITHOUT saying goodbye to your beloved wine evenings forever?

 

INTEREST

Introducing stats, figures, studies or intriguing approaches will capture people’s interest.

 

Especially if it demonstrates how they can avoid their primary pain or achieve their desires.

 

We can also see the positioning kick into full force here with “we’ve assisted 100 ambitious business-owners, entrepreneurs”

 

This could be made even more appealing by including an odd number like 107 or 197.

 

The word over makes me question if they have indeed helped a hundred people or do they even know how many people they have helped.

 

DESIRE

The desired section will normally be the longest part of your ad.

 

Here you can introduce short client success stories or as the OYNB team did explain what these 100+ people experienced.

 

You want to position yourself as a guide but I never like seeing the word “guide” in ad copy.

 

From:

 

As an experienced guide who has empowered thousands of women worldwide

 

To:

 

I’ve helped hundreds of women all over the world shift their relationship with alcohol and I can assure you….

 

ACTION

I’ve found that including in copy links will increase your outbound CTR. Don’t leave it to the very end of the ad to include a link and don’t rely solely on the “Learn More” button.

 

Within the AIDA framework I like to include a link early in the copy after the Interest section or early in the Desire section.

 

Many experts argue that in the age of TikTok people don’t read copy and that short ads are the way to go.

 

I disagree, nearly all of my best performing ads for knowledge commerce are medium to long form.

 

However, if someone reads the first line of an ad and is ready to go, I want them to see a link and click it. 

 

 Facebook Ads Swipe Files

 

 

Book-a-Call Sales Page

Optimizing the Book-a-Call Sales Page for Course Creators

Micheal O'Neill

Optimizing the Book-a-Call Sales Page for Course Creators

Book-a-Call Sales Page
Book-a-Call Sales Page

Making headline claims specific and tangible is one of the activities I spend a lot of time with my clients.

 

It’s a real struggle, especially with personal development offers to give people specific outcomes.

 

But it doesn’t mean you shouldn’t try.

 

I would love to see optimal health and peak performance defined.

 

The problem is OYNB can’t tell people they will double their profits or cut their marathon time by 35 minutes.

 

Sometimes this happens because people try to uplevel the problem they are solving and make  their deliverable broader.

 

It is easy to say – 

Quit Drink In 8 Weeks And Never Look Back

 

People don’t want to quit drinking, they want what’s possible when they quit drinking.

 

This is a never ending cycle, however, on the OYNB sales page the proposition is anchored in the second section where Complete Control is defined.

 

Perhaps even the words Complete Control could make the headline stronger as a unique mechanism.

 

“Discover the Complete Control Method to unlock optimal health and peak performance in your business, well-being and life in just 8 weeks.”

 

 Sales Page Swipe Files


 

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Mastering Facebook Ads for Course Creators: 5 Key Metrics for Sales Success

Micheal O'Neill

Mastering Facebook Ads for Course Creators: 5 Key Metrics for Sales Success

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Growing your online course or membership business can be a pain in the ass.

 

Sometimes it can feel like you’re wasting all your profits on your Facebook Ads?

 

The key to success on Facebook is optimization.

 

Here are the 5 most important metrics, and how to optimize for each

 

Metric 1 – Relevance Score: Relevance score is a ranking of how much Facebook thinks your ad is adding to the experience of its users. Improve your relevance score by ensuring your ad copy and creative match your target audience. Your ad should add value.

 

Metric 2 – CPM: Is the cost to display your ad to 1,000 Facebook users. CPM is a combination of relevance, audience value, and competition. The narrower your audience, the more expensive your CPM will be. Keep your audiences broad and your messaging valuable.

 

Metric 3 – Unique Outbound CTR: is the % of people who see your ad and click on the link to visit your landing page. This is a measure of how effective your ad copy and visuals are. Highlight a pain point or goal. Promise them a desirable solution and make a strong CTA.

 

Metric 4 – On Page Conversion: Your on-page conversion rate will dictate the success of your campaign. Promise a desirable transformation in your headline. Be specific about the expected outcome. Provide evidence to back up your claims and have a compelling CTA.

 

Metric 5 – Cost Per Lead: Your CPL is a multiple of CPM, Outbound CTR, and On-Page Conversion Rate. Optimize for these three metrics and see your CPL drop.

 

Metric 6 – Cost Per Acquisition: If you are using a mini-frontend product, your CPA is a multiple of your CPL, and your upsell conversion rate. You’ll get the biggest conversion rate increase by focusing on your offer. How can you make it a no-brainer?

4 Framework Meta Ad Drafting AI Prompt For High Converting Ads

Launch Newsletter Issue #00070

Micheal O'Neill

Welcome to LAUNCH; we’re like a slice of pizza – you can enjoy it any time of the day. Breakfast, lunch, dinner, midnight snack – doesn’t matter.

 

Here’s what we’ve got 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 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 goal is never to get the cheapest leads possible.

 

Your objective is to attract the people with the highest likelihood of purchasing your offer at the most financially beneficial rate possible.

 

$0.50 leads are great and all but if they don’t purchase you are throwing money away.

 

A $50 lead may make your eyes water but if they convert you would take them all day.

 

In funnel marketing we spend a lot of time focused on removing friction from our prospects.

 

In high ticket sales, especially if there is a need for a sales call we may want to add friction.

 

If you are going to invest time talking to someone you want to make sure they are qualified to purchase your high ticket offer.

 

Namely they have the financial means, will and motivation to take action and purchase.

 

Here’s a very simple high ticket, book a call funnel from Ruari Fairbairns and the team over at One Year No Beer.

quiz opt-in pages

They really followed the blueprint with this headline.

 

  1. Position the audience

 

Instantly you can tell whether or not this offer is for you. 

 

Are you an entrepreneur or high-achieving professional?

 

If yes, read on. If no, keep moving.

 

The qualification process has also begun. If you are an entrepreneur or high-achieving professional you will probably have the budget for the program. 

 

  1. Identify the primary pain point

 

Do you struggle with your drinking?

 

If yes, read on. If no, keep moving.

 

  1. Identify the dream outcome

 

Would you like to have effortless control over your drinking? 

 

If yes, read on. If no, keep moving.

 

  1. Timebound

 

You can have your result in just 8 weeks

 

  1. Without the primary frustrations

 

In a counterintuitive spin they declare – without giving up alcohol.

 

Well that will pique readers attention.

 

And then the elephant in the room – without willpower.



Here’s the formula……

 

How {position primary audience} go from {primary pain} to {dream outcome} in just {time frame} without {primary frustrations}

 

Let’s look how we can spin something up for your next opt-in or offer page in the A.I. Growth Prompt below.

 

Opt-in Page Swipe File


 

A – A.I. Growth Prompts

Prompt Objective:

 

Create a high converting opt-in page or sales page headline using a proven 

 

Prompt Outline

Prompt Part 1:

 

I want you to act as an expert direct-response copywriter.

 

I am going to ask you to draft a series of high-converting opt-in or sales page headlines using a proven template.

 

Your goal is to maximize the on-page conversion rate.

 

I will provide data for the primary pain, desired outcome, and frustrations, but I want you to make copy suggestions based on your research and knowledge of my primary audience.

 

Here is your initial data:

 

{primary audience}:

 

{primary pain}:


{dream outcome}:

 

{time frame}:

 

{primary frustrations}:

 

Here is the headline format I want you to use when drafting your copy:

How {position primary audience} go from {primary pain} to {dream outcome} in just {time frame} without {primary frustrations}


Here is a sample headline drafted in the desired format:
How entrepreneurs and high-achieving professionals go from struggling with their drinking to effortless control in just 8 weeks—without giving up alcohol or relying on willpower

 

Please give me 20 headline variations to start with.

 

←end prompt→

 

Prompt Part 2:

 

Please redraft these headlines to:


  • highlight massive frustrations
  • Highlight dream outcomes
  • make them more emotive
  • increase the conversion rate

 

Please draft options in the voice, tone and style of:

  • Gary Halbert
  • David Ogivly
  • Eugene Schwartz
  • Dan Kennedy
  • Todd Brown



Here is a sample prompt I entered into ChatGPT.

 

I want you to act as an expert direct-response copywriter.

 

I am going to ask you to draft a series of high-converting opt-in or sales page headlines using a proven template.

 

Your goal is to maximize the on-page conversion rate.

 

I will provide data for the primary pain, desired outcome, and frustrations, but I want you to make copy suggestions based on your research and knowledge of my primary audience.

 

Here is your initial data:

 

{primary audience}: Online course creators and membership site owners

 

{primary pain}: they want to run profitable Facebook ads, but they are overwhelmed by the challenges of getting started or getting their ads and funnel to convert 

 

{dream outcome}: running profitable, high-converting, easy-to-run Facebook ad campagins

 

{time frame}: 8 weeks

 

{primary frustrations}: wasting time, wasting money, ad account shutdowns, spending years learning Facebook ads, 

 

Here is the headline format I want you to use when drafting your copy:

How {position primary audience} go from {primary pain} to {dream outcome} in just {time frame} without {primary frustrations}

 

Here is a sample headline drafted in the desired format:

How entrepreneurs and high-achieving professionals go from struggling with their drinking to effortless control in just 8 weeks—without giving up alcohol or relying on willpower

 

Please give me 20 headline variations to start with.

 

U – Uplevel Ads 

Facebook Ad to Quiz Funnel

The AIDA copywriting technique is employed beautifully here.

 

ATTENTION

The language is a bit wooden for my liking. 

 

“Discover the path to regain your power over your drinking habits in 8 weeks”

 

Often simple copy will convert better.

 

“Discover the simple formula to control your drinking habits in 8 weeks”

 

In this case I think the second paragraph would serve as a better hook.

 

What if I told you could control your drinking habits WITHOUT saying goodbye to your beloved wine evenings forever?

 

INTEREST

Introducing stats, figures, studies or intriguing approaches will capture people’s interest.

 

Especially if it demonstrates how they can avoid their primary pain or achieve their desires.

 

We can also see the positioning kick into full force here with “we’ve assisted 100 ambitious business-owners, entrepreneurs”

 

This could be made even more appealing by including an odd number like 107 or 197.

 

The word over makes me question if they have indeed helped a hundred people or do they even know how many people they have helped.

 

DESIRE

The desired section will normally be the longest part of your ad.

 

Here you can introduce short client success stories or as the OYNB team did explain what these 100+ people experienced.

 

You want to position yourself as a guide but I never like seeing the word “guide” in ad copy.

 

From:

 

As an experienced guide who has empowered thousands of women worldwide

 

To:

 

I’ve helped hundreds of women all over the world shift their relationship with alcohol and I can assure you….

 

ACTION

I’ve found that including in copy links will increase your outbound CTR. Don’t leave it to the very end of the ad to include a link and don’t rely solely on the “Learn More” button.

 

Within the AIDA framework I like to include a link early in the copy after the Interest section or early in the Desire section.

 

Many experts argue that in the age of TikTok people don’t read copy and that short ads are the way to go.

 

I disagree, nearly all of my best performing ads for knowledge commerce are medium to long form.

 

However, if someone reads the first line of an ad and is ready to go, I want them to see a link and click it. 

 

 Facebook Ads Swipe Files

 

 

N – Now Launching

Book-a-Call Sales Page
Book-a-Call Sales Page

Making headline claims specific and tangible is one of the activities I spend a lot of time with my clients.

 

It’s a real struggle, especially with personal development offers to give people specific outcomes.

 

But it doesn’t mean you shouldn’t try.

 

I would love to see optimal health and peak performance defined.

 

The problem is OYNB can’t tell people they will double their profits or cut their marathon time by 35 minutes.

 

Sometimes this happens because people try to uplevel the problem they are solving and make  their deliverable broader.

 

It is easy to say – 

Quit Drink In 8 Weeks And Never Look Back

 

People don’t want to quit drinking, they want what’s possible when they quit drinking.

 

This is a never ending cycle, however, on the OYNB sales page the proposition is anchored in the second section where Complete Control is defined.

 

Perhaps even the words Complete Control could make the headline stronger as a unique mechanism.

 

“Discover the Complete Control Method to unlock optimal health and peak performance in your business, well-being and life in just 8 weeks.”

 

 Sales Page Swipe Files


 

C – Conversion Optimization

Making headline claims specific and tangible is one of the activities I spend a lot of time with my clients.

 

It’s a real struggle, especially with personal development offers to give people specific outcomes.

 

But it doesn’t mean you shouldn’t try.

 

I would love to see optimal health and peak performance defined.

 

The problem is OYNB can’t tell people they will double their profits or cut their marathon time by 35 minutes.

 

Sometimes this happens because people try to uplevel the problem they are solving and make  their deliverable broader.

 

It is easy to say – 

Quit Drink In 8 Weeks And Never Look Back

 

People don’t want to quit drinking, they want what’s possible when they quit drinking.

 

This is a never ending cycle, however, on the OYNB sales page the proposition is anchored in the second section where Complete Control is defined.

 

Perhaps even the words Complete Control could make the headline stronger as a unique mechanism.

 

“Discover the Complete Control Method to unlock optimal health and peak performance in your business, well-being and life in just 8 weeks.”

 

 Sales Page Swipe Files


H – Hot Take

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Nothing to add…. just 🤣🤣🤣🤣🤣

 

 

 

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 

Membership Offer Page

Crafting an Irresistible Membership Offer Page

Micheal O'Neill

Crafting an Irresistible Membership Offer Page

Membership Offer Page

This is a Waitlist version of the offer page. 

 

What captured my attention on this offer page was the Success Path description.

 

Being a disciple of Stu McLaren, Patty was always going to have a strong success path.

 

But how she worked it into her offer page is sheer genius.

 

First we have the introduction:

Membership Offer Page

Memberships are a tough sell. You’re often asking people to sign up for an: 

  • undefined length of time
  • undefined amount of money
  • undefined outcome
  • undefined timeline to outcome

 

A success path brings specificity to what can otherwise be a very abstract offer.

 

Dream It – Plan It – Teach It – Grow It

 

Simple, but as a prospective member, I instantly know the path I will follow.

 

But then there is the real knockout punch:

 

Want to see the wins you’ll celebrate at each stage?

 

Many people struggle with making concrete promises for their membership.

 

Patty nails it in a very simple and easy to understand way:

Membership Offer Page
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Do yourself a huge favor, download and study this offer page.

There is solid gold here in creating a clear, concise, and compelling offer for a membership.

Membership Offer Page Swipe Files:

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High-Converting Opt-in Page Headlines ChatGPT Prompt

Micheal O'Neill

High-Converting Opt-in Page Headlines ChatGPT Prompt

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Prompt Part 1:

I want you to act as an expert direct-response copywriter.

I am going to ask you to draft a series of high-converting opt-in page headlines.

The opt-in page is requesting people to sign up for this lead magnet:

 

{Upload lead magnet}.

Please don’t take any action yet. Simply review the lead magnet and get ready for further prompts.

Prompt Part 2:

The target audience for this lead magnet is:

 

{Describe your target audience here}

The primary promise of lead magnet is: 

{What is the main benefit or outcome that your lead magnet provides?}

Here are your instructions:

Research the key pain points and desired transformation of the target audience.

Generate at least 25 opt-in page headlines in a variety of formats, using the following formulas:

Problem-Agitate-Solve (PAS): Identify a problem or challenge that the target audience is facing, agitate it to make them feel the pain more acutely, and then offer your lead magnet as the solution.

Before-After-Bridge (BAB): Describe the target audience’s current situation (before), paint a picture of their desired future state (after), and then introduce your lead magnet as the bridge that will help them get from one to the other.

Intrigue-Curiosity-Gap (ICG): Start with a statement that piques the target audience’s curiosity, then introduce a gap in their knowledge or understanding, and finally offer your lead magnet as the way to fill that gap.

Testimonial-Guarantee-Call to Action (TGC): Share a testimonial from a satisfied customer, offer a guarantee to reduce risk, and then include a strong call to action.

Scarcity-Urgency-Limited Time Offer (SUL): Create a sense of urgency by emphasizing the limited availability of your lead magnet or the time-sensitive nature of the offer.

Tips:

Make sure your headlines are relevant to your target audience and the lead magnet you are offering.

Speak directly to the audience, highlighting their fears, challenges, frustrations, dreams, desires and ambitions.

Use strong, persuasive language that will grab attention and generate curiosity.

Be specific about the benefits and outcomes that your lead magnet provides.

Use a variety of headline formats to keep your audience engaged.

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Ad Performance Optimization: 5 Steps to Grow Your Business

Micheal O'Neill

Ad Performance Optimization: 5 Steps to Grow Your Business

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Not getting the leads and sales you want from your Facebook ads? 

 

Tired of seeing your competitors crush it while you’re stuck in the mud? 

 

Here are 5 steps to profitably grow your online course and membership business 

 

Facebook Ads are still the #1 way to scale your online business. While we love TikTok, YouTube, and Google Ads, Facebook is still your best bet. Yes, it’s much more difficult than it was 5 years ago, but with the right approach, you can win big.

 

Step 1: Start with a clear goal. How many leads do you want to attract, how many sales do you want to make? Remember, we can’t directly control the results. Include input and output goals in your plan. Set goals for the actions you will take as well as the results.

 

Step 2: Define the problem you solve. Knowledge of your audience is key. If you are not solving a #1 top-of-mind, major pain point for your audience, they will ignore you. When you can guarantee to solve 1 massive problem for your audience, that’s when campaigns take off. 

 

Step 3: Write ad copy that speaks to the pain. When we demonstrate we understand the problem our audience face, they will also believe we know the solution. Identify the problem and then paint a vivid picture of what their life will look like once solved.

 

Step 4: Use eye-catching visuals to capture attention. People are bombarded with thousands of ads a day. What can you do to stand out? The goal of your visual is to stop your perfect-fit client scrolling. It buys you a split second in which they read your headline.

 

Step 5: Test, test, test! Create multiple versions of your Facebook ads and test them against each other to see which ones perform best. At the end of each test, create multiple  variations of the winning ad and repeat the process.

 

paid launch strategy

Paid Launch Strategy: From Ads to a Profitable Launch

Micheal O'Neill

Paid Launch Strategy: From Ads to a Profitable Launch

paid launch strategy

Simple hooks can work a treat.

 

The number one job of your hook is to get a response. 

 

People are conditioned to respond to questions. 

 

Here’s an opening hook everyone can use – “Ever caught yourself thinking this?”

 

The next line is crucial because it has to produce a big YES from your audience.

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Another simple hook but highly effective hook is: 

“Curious about {primary desire}? But don’t know where to begin?

I like the next line Patty used. “Let’s take away the uncertainty and swap it for a plan.”

People are looking to you to take away confusion and overwhelm. To show them the shortcut.

People want to feel secure, and they are on the shortest path to success.

These two examples are far less complex than many of the open hooks we have studied.

But I am confident that these ads did great for Patty.

Oh and check out the swipe files to see how Patty structured the transformation people will achieve once they have registered for her paid launch. Top marks!

 Facebook Ads Swipe Files

 

paid launch strategy

Paid Launch Strategy – Get Paid to Launch Your Membership

Micheal O'Neill

Paid Launch Strategy – Get Paid to Launch Your Membership

paid launch strategy

Who said you have to give stuff away for free to get leads?

Well, almost everyone, but that doesn’t mean you must follow it mindlessly.

And, here’s a “non-big name marketer” doing just that. 

Patty Palmer gives us a great example of how to get paid to launch your membership.

She charged a token fee of $37 for her 3 Day Virtual Workshop.

Does this mean that far fewer people register for your pre-launch workshop?

Absolutely….

Does this mean that far fewer people will sign up for your launch?

No, not at all….

The reduction in the quantity of people in your launch will be offset by the quality of the people.

Adding friction to registration means attendees will be:

  • better qualified
  • invested in learning and taking action
  • more interactive
  • more likely to get results
  • more likely to sign up for your membership/program

That all sounds great, BUT there is a word of caution.

It places a premium on your copy and offer for the pre-launch workshop.

Now, instead of making one offer, you’re making two. 

That means two sales pages. That means two email sales campaigns.

If you screw the pooch with your pre-launch offer, you’re in big trouble for your launch.

Now, to be fair, if you do a shitty job on the offer for your free workshop, you’re also in trouble.

But because it’s free, you have a little leeway.

With a paid pre-launch offer, you better sharpen your pencil and get down to serious copywriting.

Check out the offer structure for the paid pre-launch workshop in the swipe file. 

Patty does a great job of positioning her argument as to why people should attend.

Whether you are running a paid pre-launch or not, this is how you should think of your launch. 

Offer Page Swipe File:

 

4 Framework Meta Ad Drafting AI Prompt For High Converting Ads

Launch Newsletter Issue #00068

Micheal O'Neill

Welcome to LAUNCH; we’re the DoorDash of online business growth. We bring the best conversion and launch strategies directly to your doorstep.

 

Here’s what we’ve got 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 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

paid launch strategy

Who said you have to give stuff away for free to get leads?

 

Well, almost everyone, but that doesn’t mean you must follow it mindlessly.

 

And, here’s a “non-big name marketer” doing just that. 

 

Patty Palmer gives us a great example of how to get paid to launch your membership.

 

She charged a token fee of $37 for her 3 Day Virtual Workshop.

 

Does this mean that far fewer people register for your pre-launch workshop?

 

Absolutely….

 

Does this mean that far fewer people will sign up for your launch?

 

No, not at all….

 

The reduction in the quantity of people in your launch will be offset by the quality of the people.

 

Adding friction to registration means attendees will be:

  • better qualified
  • invested in learning and taking action
  • more interactive
  • more likely to get results
  • more likely to sign up for your membership/program

 

That all sounds great, BUT there is a word of caution.

 

It places a premium on your copy and offer for the pre-launch workshop.

 

Now, instead of making one offer, you’re making two. 

 

That means two sales pages. That means two email sales campaigns.

 

If you screw the pooch with your pre-launch offer, you’re in big trouble for your launch.

 

Now, to be fair, if you do a shitty job on the offer for your free workshop, you’re also in trouble.

 

But because it’s free, you have a little leeway.

 

With a paid pre-launch offer, you better sharpen your pencil and get down to serious copywriting.

 

Check out the offer structure for the paid pre-launch workshop in the swipe file. 

 

Patty does a great job of positioning her argument as to why people should attend.

 

Whether you are running a paid pre-launch or not, this is how you should think of your launch. 

 

Offer Page Swipe File:


 

A – A.I. Growth Prompts

Prompt Part 1:

 

I want you to act as an expert direct-response copywriter.

 

I am going to ask you to draft a series of high-converting opt-in page headlines.

 

The opt-in page is requesting people to sign up for this lead magnet:

{Upload lead magnet}.

 

Please don’t take any action yet. Simply review the lead magnet and get ready for further prompts.

 

Prompt Part 2:

 

The target audience for this lead magnet is:

{Describe your target audience here}

 

The primary promise of lead magnet is: 

 

{What is the main benefit or outcome that your lead magnet provides?}

 

Here are your instructions:

 

Research the key pain points and desired transformation of the target audience.

 

Generate at least 25 opt-in page headlines in a variety of formats, using the following formulas:

 

Problem-Agitate-Solve (PAS): Identify a problem or challenge that the target audience is facing, agitate it to make them feel the pain more acutely, and then offer your lead magnet as the solution.

 

Before-After-Bridge (BAB): Describe the target audience’s current situation (before), paint a picture of their desired future state (after), and then introduce your lead magnet as the bridge that will help them get from one to the other.

 

Intrigue-Curiosity-Gap (ICG): Start with a statement that piques the target audience’s curiosity, then introduce a gap in their knowledge or understanding, and finally offer your lead magnet as the way to fill that gap.

 

Testimonial-Guarantee-Call to Action (TGC): Share a testimonial from a satisfied customer, offer a guarantee to reduce risk, and then include a strong call to action.

 

Scarcity-Urgency-Limited Time Offer (SUL): Create a sense of urgency by emphasizing the limited availability of your lead magnet or the time-sensitive nature of the offer.

 

Tips:

Make sure your headlines are relevant to your target audience and the lead magnet you are offering.

Speak directly to the audience, highlighting their fears, challenges, frustrations, dreams, desires and ambitions.

Use strong, persuasive language that will grab attention and generate curiosity.

Be specific about the benefits and outcomes that your lead magnet provides.

Use a variety of headline formats to keep your audience engaged.

 

U – Uplevel Ads 

paid launch strategy

Simple hooks can work a treat.

 

The number one job of your hook is to get a response. 

 

People are conditioned to respond to questions. 

 

Here’s an opening hook everyone can use – “Ever caught yourself thinking this?”

 

The next line is crucial because it has to produce a big YES from your audience.

blank

Another simple hook but highly effective hook is: 

 

“Curious about {primary desire}? But don’t know where to begin?

 

I like the next line Patty used. “Let’s take away the uncertainty and swap it for a plan.”

 

People are looking to you to take away confusion and overwhelm. To show them the shortcut.

 

People want to feel secure, and they are on the shortest path to success.

 

These two examples are far less complex than many of the open hooks we have studied.

 

But I am confident that these ads did great for Patty.

 

Oh and check out the swipe files to see how Patty structured the transformation people will achieve once they have registered for her paid launch. Top marks!

 

 Facebook Ads Swipe Files

 

 

N – Now Launching

Membership Offer Page

This is a Waitlist version of the offer page. 

 

What captured my attention on this offer page was the Success Path description.

 

Being a disciple of Stu McLaren, Patty was always going to have a strong success path.

 

But how she worked it into her offer page is sheer genius.

 

First we have the introduction:

Membership Offer Page

Memberships are a tough sell. You’re often asking people to sign up for an: 

  • undefined length of time
  • undefined amount of money
  • undefined outcome
  • undefined timeline to outcome

 

A success path brings specificity to what can otherwise be a very abstract offer.

 

Dream It – Plan It – Teach It – Grow It

 

Simple, but as a prospective member, I instantly know the path I will follow.

 

But then there is the real knockout punch:

 

Want to see the wins you’ll celebrate at each stage?

 

Many people struggle with making concrete promises for their membership.

 

Patty nails it in a very simple and easy to understand way:

Membership Offer Page
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Do yourself a huge favor, download and study this offer page.

 

There is solid gold here in creating a clear, concise, and compelling offer for a membership.

 

Membership Offer Page Swipe Files:


 

C – Conversion Optimization

Not getting the leads and sales you want from your Facebook ads? 

 

Tired of seeing your competitors crush it while you’re stuck in the mud? 

 

Here are 5 steps to profitably grow your online course and membership business 

 

Facebook Ads are still the #1 way to scale your online business. While we love TikTok, YouTube, and Google Ads, Facebook is still your best bet. Yes, it’s much more difficult than it was 5 years ago, but with the right approach, you can win big.

 

Step 1: Start with a clear goal. How many leads do you want to attract, how many sales do you want to make? Remember, we can’t directly control the results. Include input and output goals in your plan. Set goals for the actions you will take as well as the results.

 

Step 2: Define the problem you solve. Knowledge of your audience is key. If you are not solving a #1 top-of-mind, major pain point for your audience, they will ignore you. When you can guarantee to solve 1 massive problem for your audience, that’s when campaigns take off. 

 

Step 3: Write ad copy that speaks to the pain. When we demonstrate we understand the problem our audience face, they will also believe we know the solution. Identify the problem and then paint a vivid picture of what their life will look like once solved.

 

Step 4: Use eye-catching visuals to capture attention. People are bombarded with thousands of ads a day. What can you do to stand out? The goal of your visual is to stop your perfect-fit client scrolling. It buys you a split second in which they read your headline.

 

Step 5: Test, test, test! Create multiple versions of your Facebook ads and test them against each other to see which ones perform best. At the end of each test, create multiple  variations of the winning ad and repeat the process.



H – Hot Take

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What can Mario teach us about sales?

 

EVERYTHING!

 

 

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