Author: Micheal O'Neill

The best way to learn how to launch an online course or membership

The best way to learn how to launch an online course or membership

Micheal O'Neill

The best way to learn how to launch an online course or membership

Discover the best way to launch an online course or membership with these essential resources. Get ready for your next successful launch!
The best way to learn how to launch an online course or membership

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I love learning all the latest strategies and tactics for launching offers online.

 

Unfortunately, when I first got interested in selling digital products and services online, I had a hard time figuring out where to start.

 

So, if you’re interested in learning more about selling online, here’s the best way to get started.

Read This Book: 

LAUNCH by Jeff Walker

https://a.co/d/68JxIVK 

When it comes to launching, Jeff is the OG. 

 

Jeff’s book LAUNCH will give you a start-to-finish overview of the key principles of launching a digital product. If you have ever been through a big online launch, the chances are the person learned how to launch from Jeff or someone who learned from Jeff. 

 

I launched my very first digital product based on this book, and it brought in $180,000 in seven days, so it’s fair to say I’m a massive fan of the book.

 

Watch This YouTube Video: 

How To Plan An Online Launch (For Courses & Memberships)

https://youtu.be/c8642zpN86M?si=jlYt83qJTdrILHyJ 

 

I created this video to give you a detailed overview of the 5 phases of an online launch.

 

I share the planning tools, processes, and approaches I have used to deliver over 100 online product launches and sell over $10 million in digital products. I also share 5 tips to maximize your launch revenue and profitability.

 

This video will give you everything you need to plan and deliver your next online launch.

 

Subscribe to this Newsletter: 

L.A.U.N.C.H. Newsletter

https://michealoneill.com/launch

 

If you are anything like me, you probably learn more from seeing something in action rather than reading about it. 

 

That’s exactly why I created the L.A.U.N.C.H. Newsletter. Each week, I break down the funnels and launch strategies of the biggest names in the online world. You’ll get backstage access to multi-million dollar launches as I take you full-funnel, all the way from Facebook ads and opt-in pages to upsells and offer pages. 

 

And, you’ll walk away with downloadable swipe files every week to inspire your next launch.

 

With these 3 resources, you will be one step closer to that life-changing launch.

 

Have I left anything out? Drop me a comment below if there is anything you would include in the list.

3-Step Framework for Building Profitable Lead Generation Funnels

3-Step Framework for Building Profitable Lead Generation Funnels

Micheal O'Neill

3-Step Framework for Building Profitable Lead Generation Funnels

3-Step Framework for Building Profitable Lead Generation Funnels

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Lead generation isn’t easy. 

But it doesn’t need to be as hard as most online business owners make it.

Without a dependable source of leads, your online business will die.

The quicker you crack the lead generation, the easier your life will be.

I’ve built lead generation funnels that have generated hundreds of thousands of leads and millions in revenue with funnels for my clients.

Here’s my simple 3-step framework to build profitable lead generation funnels.

Step 1 – Create a highly attractive and valuable freebie

It all starts with a highly desirable freebie.

People will do more to avoid pain than gain pleasure. The best freebies solve a #1 top-of-min pain point for your perfect-fit client. The bigger the pain point you can solve with your freebie, the more attractive your perfect-fit client will find it.

The best freebies solve problems that keep your perfect-fit client awake at night.

Step 2 – Generate a consistent source of traffic

Now that you have your freebie, you need people to see it.

If you want to go quickly, use paid ads. If you’ve got more time than cash, go organic. Organic traffic sources like social media, blogs, podcasts, and YouTube are fantastic, but they take a long time to get up and running. Paid ads will shortcut the process. 

One way or another, an investment is required. You either pay with money or time.

Step 3 – Make a mini-offer immediately

The best way to ensure a profitable funnel is to offer a front end mini-product immediately after people opt-in for your lead magnet.

The goal of a front end mini product is to cover the costs of your ad campaigns. With your ad costs covered, everything you make after is pure profit. Imagine what your business would look like with unlimited free leads. 

Having a front-end mini product is the unfair advantage you need over your competitors.

Building a profitable lead generation funnel isn’t complicated with the right approach. 

But it is the biggest gift you can give your business.

And it is the edge you need to succeed.

Inside an A++ Evergreen Membership Funnel

Inside an A++ Evergreen Membership Funnel

Micheal O'Neill

Inside an A++ Evergreen Membership Funnel

Unlock the secrets behind an Evergreen Membership Funnel and learn the 60-second sales copywriting hook formula, discover a high-converting story-based ad format, and explore an A++ evergreen membership offer page. Swipe files included!
Inside an A++ Evergreen Membership Funnel

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Your 60-second sales copywriting hook formula

Your 60-second sales copywriting hook formula

I love big-name copywriter funnels.

Yes, their copy will be awesome (you’d hope….right!).

But they’re close enough to the funnel game to have cracked their funnel structure too.

Let’s dive into a cheeky little membership funnel for one of the biggest names in copy.…

….Kevin Rogers – Copy Chief.

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Discover How To Convert Skeptics Into Raving Fans In One Minute Or Less

 

A 60-Second Sales Hook… 

 

Need I say more?

 

Every marketer knows how important a strong hook is.

 

And most have spent hours trying to draft the perfect hook for an opt-in page or ad.

 

So yes the promise is clear and the problem being solved is a #1 pain point.

 

But what I love most about both the pre-head and headline is that it is timebound.

 

Now in the pre-header, it is time-bound for the subject. 

 

Your reader will be converted into a raving fan in one minute or less.

 

I read the headline as I will be able to create a sales hook in 60 seconds.

 

In both cases, we are being made feel as if this is a massive shortcut. 

 

It’s quick and easy and it removes a major pain point from our life.

 

And the real knockout punch is the quote from legendary copywriter John Charlton.

 

“Kevin is the GREATEST copywriter I know” 

 

This goes to show us that you don’t need a massive volume of social proof. 

 

You just need the right social proof.

 

Here’s the below-the-fold section. Painfully simple and impactful.

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This page has instantly jumped into my top 5 opt-in pages I’ve reviewed.

It packs a punch but is simple and feels light.

There is some much you can take away from this for your opt-in page design.

Make sure you download the swipe files here:

Lead Magnet Opt-in Page Swipe File

 

A high converting story-based ad format

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Yes, your ad copy should always focus on your audience.

 

But that doesn’t mean you can’t tell your story.

 

Especially when your story reflects the struggles and ambitions of your audience.

 

I love how this is almost a mini-hero’s journey story.

 

  • I was a dead broke comedian, 
  • I discovered a joke formula that works as a sales hook
  • I thought it to others
  • Now, I earn more in a month than I did in a year
  • And I would like to show you to do the same

 

We can all follow this storytelling approach in our ads.

 

What story are you going to tell?

 

And here is a bonus, super short-form ad from Kevin. 

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This is next-level copywriting.

 

For every lead magnet and offer, our goal should be to distill it down into 1 sentence.

 

A sentence that positions our audience describes the problem that it solves and the transformation it provides.

 

So much pain and disappointment could be solved if online business owners did this exercise before they ever launched a promotion, campaign, or offer.

 

Facebook Ad Swipe Files

An A++ evergreen membership offer page

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This is a low-key funnel. 

 

There is no big push or pressure on the upsell. 

 

In fact, after opt-in for the lead magnet you are redirected to a thank you page.

 

On the thank you page, there is a button to find out more about the membership.

 

If I had one point for testing on this funnel, it would be to send people directly to the offer.

 

For me, this doesn’t do any harm, but it maximizes your conversion surface area.

 

Such a huge part of marketing is understanding the fears and frustrations of your audience.

 

Kevin does a great job of this below the call to action button.

 

He lists the 3 major frustrations and then gives the reader the alternative.

 

And instead, you want to walk the proven path to becoming a CONFIDENT, RESPECTED, PRO COPYWRITER, whose calendar stays booked solid with qualified, collaborative clients who respect both the craft and the copywriter… then, please, read on…

 

A proven path – booked solid – qualified clients – respect.

 

4 massive things that copywriters are looking for.

 

None of this is fancy copy. Look at how simple it is.

 

It’s power is how it displays a deep understanding and intimate knowledge of his audience.

 

Take a minute to do this exercise for your business now.

 

  • What are the three biggest frustrations of your audience (1 line description)
  • What is the dream outcome for your audience? (2-3 lines)

 

This is 80/20, $10,000 per hour work.

 

Crack this and you go a long way to building a profitable and rewarding online business.

 

Offer Page Swipe Files:

 

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

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

Micheal O'Neill

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

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

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

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

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

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

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

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

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

Let’s take a look at Anik’s ad.

Problem Focused Meta Ad Opening Hook

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4 Things We Like About This Meta Ad

  • Amplify the pain

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

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

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

So in just 3 lines, Anik has:

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

 

  • Tackle objections

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

That their conversions will plummet.

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

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

 

  • Break The Frame

I love this little copywriting frame break:

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

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

 

  • A Bribe Within A Bribe

We will be LIVE

We will answer Questions

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

This is a nuanced topic.

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

Bribe #1 is – come to our free Masterclass.

Bribe #2 is – we will answer your questions

Showing up live will always bring about better results.

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

 

Facebook Ad Swipe Files

 

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

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3 Things We Like About This Webinar Opt-in Page

 

  • Raise and Crush A Fear

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

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

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

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

 

  • So that + So that

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

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

“I help you attract quality leads from Facebook ads”

So that?

“You can run profitable online course and membership launches”

So that?

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

 

  • Video Overlay CTA

Don’t leave it to chance.

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

Which BTW, I don’t normally encourage.

Don’t assume your visitor will hit play.

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

– Click here to play the video

Opt-in Page Swipe Files

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

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

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

Micheal O'Neill

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

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

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

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

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

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

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

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

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

Let’s get into it:

A – Attention

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

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

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

I – Interest

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

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

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

D – Desire

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

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

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

A – Action

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

Here are my 3 CTA rules:

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

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

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

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

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

AI isn’t the enemy

AI isn’t the enemy

Micheal O'Neill

AI isn’t the enemy

AI isn’t the enemy

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

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

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

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

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

Looking backward to look forwards

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

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

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

Transition will take time

Every step forward in technology makes the next step faster.

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

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

What if AI and robots do all the work?

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

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

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

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

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

Yes, there are risks. 

Yes, there will be many bumps along the way. 

But, I’m looking forward to the ride.

3 Reasons Why Your Sales Funnel Isn't Converting

3 Reasons Why Your Sales Funnel Isn’t Converting

Micheal O'Neill

3 Reasons Why Your Sales Funnel Isn’t Converting

3 Reasons Why Your Sales Funnel Isn't Converting

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

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

I get asked to review underperforming funnels all the time. 

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

Let’s get into it:

Reason 1: The problem the offer solves is unclear

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

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

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

Reason 2: The primary promise of the offer is weak

You can’t out-market a weak offer. 

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

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

Reason 3: The funnel or offer is confusing

A confused mind always says no. 

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

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

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

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

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

AI Prompt for Course Creators to Draft Your Unique Value Proposition

AI Prompt for Course Creators to Draft Your Unique Value Proposition

Micheal O'Neill

AI Prompt for Course Creators to Draft Your Unique Value Proposition

Learn how to leverage AI prompts to define what sets your course apart and attract your ideal audience. Dive into expert insights and a step-by-step guide on using AI to create compelling value propositions tailored to your target market's needs and preferences.
AI Prompt for Course Creators to Draft Your Unique Value Proposition

AI Prompt Purpose:

Get AI to draft your unique value proposition.

If there is one thing that I’ve seen online business owners struggle with the most, it’s defining their unique value proposition.

A unique value proposition is the reason someone should buy from you over anyone else.

And it isn’t just when it comes to making a purchase. This also applies to your lead magnets.

What makes you different? What makes your lead magnet different? 

And, most importantly, why is that difference in value for your perfect fit client?

So, let’s ask our AI buddy for a bit of assistance.

For best results, use this prompt in a CustomGPT that has all of your marketing copy and content.

AI Prompt Outline:

Prompt 1

Please create a summary of my landing page that {purpose of landing page (helps people x,y,z)}

My primary avatar is {insert primary avatar description}

The outcome that my primary avatar will be able to achieve is {outcome after taking action}

Here is the copy from the landing page:

{landing page copy}

Prompt 2

Please write a detailed and unique value proposition for the outcome promised.

It must reflect the offer or elements in the summary of the landing page that you supplied in the previous chat. 

Please use everything that you know about my avatar to make my unique value proposition relevant and engaging for my avatar.