Launch Newsletter Issue #00053

June 15, 2023January 15, 2024 Micheal O'Neill

You’re viewing an email archive of The L.A.U.N.C.H. newsletter.

Join free to receive the weekly newsletter keeping course creators and membership site owners in the know-how.

L – Latest News

Google is launching a new filter called “perspectives” in mobile search results.

It’s like taking a dive into a pool of subjective takes and internet rants—perfect for those who love a good virtual popcorn session while searching for answers.

>>> Read more

ChatGPT is leveling up on iPad, adding Siri and Shortcuts support

Plus, drag and drop messages like a boss and watch as ChatGPT dominates the App Store charts, leaving imposters in the dust!

>>> Read more

Reddit, the land of advice, recommendations, and honest conversations, is stepping up its advertising game.

With Contextual Keyword Targeting, advertisers can jump into active discussions, align keywords with their brand, and impress the helpful, anonymous strangers who roam this wild digital frontier.

>>> Read more

A – A.I. For Growth

A.I. Prompt of the Week

Prompt Objective:

Lead2Launch ChatGPT Facebook Ad Drafting Prompt Series – Step 3

Continue in the same chat as Step 2.

Today’s prompt is:

Step 3 – What are my audience’s greatest dreams and ambitions

Prompt Outline:

I want you to act as an expert Facebook ad copywriter.

My product/membership is {NAME}, and it helps people do {PRIMARY OUTCOME}.

My avatar is {AVATAR DETAILS}

Your job is to create high-converting Facebook ad copy that attracts and positions our audience so they are ready to buy our product.

Before we draft the Facebook ads, I want you to research the dreams and ambitions of my audience.

What will their life look like when they achieve their primary outcome?

List the dreams and ambitions in order of importance.

Prompt Use Case

Step 3 in the Lead2Launch ChatGPT Facebook ad drafting process

Latest A.I. Tools

The ultimate PDF wizardry!

Just upload your document, and this ChatGPT-powered tool will learn everything inside, letting you have a hilarious Q&A session with your PDFs.

>>> Read more

Unleash your divine spreadsheet powers with Formula God!

No more wrestling with complex formulas—let AI do the heavy lifting while you sit back and bask in your newfound sheets supremacy.

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Turn your videos into global superstars, one language at a time!

TranslateAudio takes your content to new horizons, making it accessible to people who would otherwise be clueless about your awesomeness. It’s like giving your videos a multilingual passport, without the hassle of airport security.

>>> Read more

U – Uplevel Ads

Let’s talk about hooks.

Hooks are one of the most important elements of your ad.

A strong hook gets buy-in and commitment.

If your hook captures someone’s attention for even 2 seconds, they’re on the slippery slope.

Most people don’t test enough hooks.

Let’s look at Ryan Levesque’s approach to testing hooks:

Hook 1:

Hook 2:

Hook 3:

Hook 4:

Hook 5:

Hook 6:

Hook 7:

Hook 8:

Hook 9:

What we learn from Ryan’s hook testing strategy:

Test more. These are just 9 of Ryan’s hook tests for his workshop
All the hooks are focused on the prospect
All the hooks call out the prospect (without saying, Attention coaches and consultants!)
All the hooks are pain or frustration focused
The hooks are short and to the point. Only one is over two lines of text
8/9 hooks are questions
Many ads use different hooks but the same body copy

I’m not saying this is the only way to write a hook, but this is a very good framework to apply when you are writing hooks for your next campaign.

SWIPE FILE – 0053 – Ryan Levesque – Facebook Ad 1 to Lead Magnet
SWIPE FILE – 0053 – Ryan Levesque – Facebook Ad 2 to Lead Magnet
SWIPE FILE – 0053 – Ryan Levesque – Facebook Ad 3 to Lead Magnet
SWIPE FILE – 0053 – Ryan Levesque – Facebook Ad 4 to Lead Magnet
SWIPE FILE – 0053 – Ryan Levesque – Facebook Ad 5 to Lead Magnet
SWIPE FILE – 0053 – Ryan Levesque – Facebook Ad 6 to Lead Magnet
SWIPE FILE – 0053 – Ryan Levesque – Facebook Ad 7 to Lead Magnet
SWIPE FILE – 0053 – Ryan Levesque – Facebook Ad 8 to Lead Magnet
SWIPE FILE – 0053 – Ryan Levesque – Facebook Ad 9 to Lead Magnet

N – Now Launching

I love this Workshop Funnel with a twist from Ryan Levesque.

The biggest problem with launch workshops or challenges is they happen in the future.

People want their problems solved now. They don’t want to wait.

Immediacy is a critical factor in getting people to take action.

To solve this, Ryan focuses his lead generation on an instantly available download.

The Complete Hybrid Expert™ Blueprint For Getting More Clients

This guarantees a higher conversion rate and a lower cost per lead than a workshop opt-in.

Once someone opts in for the lead magnet, Ryan makes an offer for his week-long workshop.

The Hybrid Expert™ Workshop

This promises a deep dive on the lead magnet that someone has requested.

The psychological principle of consistency will drive people to register for the workshop as they have already committed to the lead magnet.

No one wants to feel like they didn’t make a good decision.

Also, notice the discount from $100 to free.

Pricing the workshop, even if it is being offered for free, increases the perceived value.

And it also makes you feel like you are getting a great deal.

SWIPE FILE – 0053 – Ryan Levesque – Lead Magnet Opt-in Page
SWIPE FILE – 0053 – Ryan Levesque – Lead Magnet Upsell to Workshop

C – Conversion

Are you struggling to attract leads and make sales with your Facebook ads?

Mastering these 7 crucial conversion psychology principles will take you from getting by to unstoppable online sales

Want to discover what they are? Keep reading!

1 in 4 businesses fails within their first year of operation.

7 out of 10 fail within 5 years.

Don’t let yours be one of them!

Here are 7 conversion principles to boost your Facebook ad performance and hit your revenue goals.

1️. Understand and leverage your audience’s pain points, fears, and desires

2️. Use social proof to build trust with potential customers

3️. Use deadlines to create a sense of urgency and encourage action

4️. Provide a clear and compelling value proposition

5️. Use persuasive language and visual cues to guide your audience toward the desired action

6️. Use scarcity to create a sense of exclusivity and increase desire

7️. Use reciprocity to encourage people to take action by offering something of value in return

Don’t forget to test and optimize your ads and landing pages for the best results.

By mastering these 7 key aspects of conversion psychology, you’ll be on your way to unstoppable online sales.

To get started, pick one principle to focus on and implement it in your next Facebook ad campaign.

H – Hot Take

Even overnight successes take time. Keep going….

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

Scaling Facebook Ads for Course Creators Decoded

June 8, 2023January 15, 2024 Micheal O'Neill

Scaling Facebook Ads for Course Creators Decoded

Struggling to scale your Facebook ad campaigns?

I get it. You’re pouring time and money into ads, but it seems like nothing is working.

And all those so-called “experts” claiming to have the secret formula?

They’re full of it. I’ve been there, but I figured it out.

Ready to learn the fundamental secrets to scale your campaigns and achieve your sales goals? I will cover everything you need to know to take your course and membership sales campaigns to the next level.

The key to success on Facebook is to focus on scaling the ads that are already working. It’s not about reinventing the wheel with every new campaign. You need to put in the work, test, and tweak until you have a winning ad formula.

Analyze your ad data: Find the ads that are driving conversions and scale them.

Create a lookalike audience: Use Facebook’s algorithm to find people who are similar to your best customers.

Use custom audiences: Target ads to people who already know and trust your brand.

Refresh your creative: Keep your ads fresh (copy & images) to prevent fatigue.

Implement the “3X3” strategy: Test t3 different ads with 3 different audiences to find winning ad combos.

Raise budget slowly: Increase your ad spend gradually to avoid overwhelming your audience.

Use retargeting: Target people who have already interacted with your brand.

Leverage social proof: Use reviews and testimonials to build trust and credibility.

Monitor and optimize: Continuously monitor your campaigns and make adjustments to improve performance.

To summarize, scaling Facebook ads is all about using data to find what’s already working and expanding on it. Now it’s time to put these fundamentals into practice and watch your sales soar.

Optimize Your Course Sales Page with Ad-ons

June 8, 2023May 2, 2024 Micheal O'Neill

Optimize Your Course Sales Page with Ad-ons

The 14 Day Film Maker Program is a $48 offer.
The offer has a $19 order bump and a $67 upsell.
Being generous, that means an AOV of $60.
While Paul has a wide potential audience (targeting smartphone users), my guess is he’s breaking even at best or going negative on the front end.
In addition to his Facebook ads, Paul has a highly engaged YouTube audience with almost 100k subscribers.
He could be using the organic sales from YouTube to subsidize his audience building from paid traffic.
Here is a link to Paul’s offer page:
https://www.contentcreator.com/14-day-filmmaker-fb

3 Elements To Inspire Your Offer Page:

Offer pages don’t need to be a work of art. Paul uses 3 background colors and one call to action color. All the images are from the course content. There is nothing fancy or spectacular. He lets the copy do the talking.
The primary promise is simple – Learn Professional Content Creation In Just 14 Days. My only criticism of the above-the-fold section is that there is no description of the transformation. The closest he gets is – “produce cinematic & emotional videos without wasting months” This proves that if you are selling a program that solves a big problem for people (knockout offer), you don’t need to work as hard with your copy.
Gets straight to the proof. Similarly to the Facebook ad, Paul gets straight to the social proof. This is especially effective for low-ticket offers.

Swipe:

The Power of Facebook Ads for Course Sales Success

June 8, 2023March 19, 2024 Micheal O'Neill

The Power of Facebook Ads for Course Sales Success

From short form last week to long form this week.

Let’s look at a Paul Xavier ad for his $48, 14-Day Film Maker Course.

And boy, do these long-form ads convert.

There are versions of this ad running since August 2022.

Paul has a big budget behind this campaign.

These two factors tell me this ad is absolutely crushing it.

This week I will break the ad into 3 sections:

Countercultural or controversial hooks are a solid way to open an ad. People love an underdog. They love it when the majority get it wrong. It creates a sense of us against them, and we’re in the know. It’s like a secret handshake for a club.
14 days is specific; it feels short and immediate but also long enough to learn something worthwhile.
Straight away, Paul dives into the program’s benefits and the specific outcomes you will achieve in 14 days.
My only comment for improvement is to reduce the first block to 3 points or a single line. Cinematic videos, 14 days, just your cellphone.

Then we have a social proof section. Succinct and to the point. As course creators, one of the biggest hurdles we must overcome is – “I purchased something like this before, and it was crap”
All 3 testimonials deal with this head-on. Not all glowing testimonials are equal. Work with your clients to get the testimonials that will have the greatest impact. Know the objections you must overcome and interview your clients to get the testimonials to address them.

Finally, we have the stuff and details section. Ordinarily, I leave the product price out of the ad. In this case, as it is heavily discounted and just $48, it’s worth a try and obviously working for Paul.

Part of the reason I believe this works is the compelling offer. Ordinarily, I would expect to pay $198 for a course that offers all this. So when I see the discounted price, it makes it even more appealing.

Step 2 – Audience’s Biggest Pain Points ChatGPT Prompt

June 8, 2023January 15, 2024 Micheal O'Neill

Step 2 – Audience’s Biggest Pain Points ChatGPT Prompt

Step 1 – ChatGPT Facebook ad drafting process

Step 2 – What are my audience’s biggest pain points

Step 3 – What are my audience’s greatest dreams and ambitions

Step 4 – Opt-in page drafting

Step 5 – Ad variation drafting

Step 6 – Campaign structure and audience identification

Step 7 – Use ChatGPT Code Interpreter to analyze your campaign results

Prompt Objective:

ChatGPT Facebook Ad Drafting Prompt Series – Step 2

Continue in the same chat as Step 1.

Today’s prompt is:

Step 2 – What are my audience’s biggest pain points

Prompt Outline:

I want you to act as an expert Facebook ad copywriter.

My product/membership is {NAME}, and it helps people do {PRIMARY OUTCOME}.

My avatar is {AVATAR DETAILS}

Your job is to create high-converting Facebook ad copy that attracts and positions our audience so they are ready to buy our product.

Before we draft the Facebook ads, I want you to research the primary pain points of my audience.

What are the biggest challenges holding them back from getting the desired result?

List the challenges in order of importance.

Prompt Use Case

Step 2 in the ChatGPT Facebook ad drafting process

Latest News 060823

June 8, 2023August 11, 2023 Micheal O'Neill

TikTok is testing an AI chatbot named ‘Tako’ to answer your burning questions and suggest new videos.

Plus, find out how TikTok’s bot is giving other companies serious FOMO, leading them to ban AI chatbots to protect their confidential data. It’s like watching a viral dance battle between tech giants, but with AI instead of dancers!

>>> Read more

Get the inside scoop on YouTube’s algorithm and why it’s time to ditch manipulation tactics.

Discover the secrets to audience satisfaction, long-term relationships, and how emerging technologies will shape the future of content discovery. If you want to crack the YouTube code and become the next big thing, this blog post is your backstage pass to success!

>>> Read more

The metaverse was the cool kid on the block, until generative AI swooped in and stole the spotlight.

But don’t write off the interconnected virtual worlds just yet, because they’re still kicking and ready to prove the naysayers wrong. So put on your VR headset, grab your cartoonish avatar, and get ready to explore a world that’s not quite “mehtastic” yet.

>>> Read more

Launch Newsletter Issue #00052

June 8, 2023January 15, 2024 Micheal O'Neill

You’re viewing an email archive of The L.A.U.N.C.H. newsletter.

Join free to receive the weekly newsletter keeping course creators and membership site owners in the know-how.

L – Latest News

TikTok is testing an AI chatbot named ‘Tako’ to answer your burning questions and suggest new videos.

>>> Read more

Get the inside scoop on YouTube’s algorithm and why it’s time to ditch manipulation tactics.

>>> Read more

The metaverse was the cool kid on the block, until generative AI swooped in and stole the spotlight.

>>> Read more

A – A.I. For Growth

A.I. Prompt of the Week

Prompt Objective:

ChatGPT Facebook Ad Drafting Prompt Series – Step 2

Continue in the same chat as Step 1.

Today’s prompt is:

Step 2 – What are my audience’s biggest pain points

Prompt Outline:

I want you to act as an expert Facebook ad copywriter.

My product/membership is {NAME}, and it helps people do {PRIMARY OUTCOME}.

My avatar is {AVATAR DETAILS}

Your job is to create high-converting Facebook ad copy that attracts and positions our audience so they are ready to buy our product.

Before we draft the Facebook ads, I want you to research the primary pain points of my audience.

What are the biggest challenges holding them back from getting the desired result?

List the challenges in order of importance.

Prompt Use Case

Step 2 in the ChatGPT Facebook ad drafting process

Latest A.I. Tools

Custom Market Intel

Get market research reports tailored just for you, powered by the genius of Plus AI. So go ahead, give your business the edge it deserves and let Plus AI do the market research magic for you. Because let’s face it, you’re too fabulous to settle for anything less.

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The no-code tool that automates your data collection.

Say goodbye to manual scraping and hello to accurate, customizable, and lightning-fast results. Plus, with customizable options and accurate results, you’ll feel like a data-wrangling wizard without breaking the bank.

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Unleash your creative beast and make the world go “wow” with the click of a button

It’s like having Picasso, Banksy, and Bob Ross in your pocket, ready to sprinkle artistic brilliance on your mundane ideas.So, stop scrolling and start painting the digital canvas of your imagination with Freepik’s text-to-image generator. Your talent deserves to be set free!

>>> Read more

U – Uplevel Ads

From short form last week to long form this week.

Let’s look at a Paul Xavier ad for his $48, 14-Day Film Maker Course.

And boy, do these long-form ads convert.

There are versions of this ad running since August 2022.

Paul has a big budget behind this campaign.

These two factors tell me this ad is absolutely crushing it.

This week I will break the ad into 3 sections:

Countercultural or controversial hooks are a solid way to open an ad. People love an underdog. They love it when the majority get it wrong. It creates a sense of us against them, and we’re in the know. It’s like a secret handshake for a club.
14 days is specific; it feels short and immediate but also long enough to learn something worthwhile.
Straight away, Paul dives into the program’s benefits and the specific outcomes you will achieve in 14 days.
My only comment for improvement is to reduce the first block to 3 points or a single line. Cinematic videos, 14 days, just your cellphone.

Then we have a social proof section. Succinct and to the point. As course creators, one of the biggest hurdles we must overcome is – “I purchased something like this before, and it was crap”
All 3 testimonials deal with this head-on. Not all glowing testimonials are equal. Work with your clients to get the testimonials that will have the greatest impact. Know the objections you must overcome and interview your clients to get the testimonials to address them.

Finally, we have the stuff and details section. Ordinarily, I leave the product price out of the ad. In this case, as it is heavily discounted and just $48, it’s worth a try and obviously working for Paul.
Part of the reason I believe this works is the compelling offer. Ordinarily, I would expect to pay $198 for a course that offers all this. So when I see the discounted price, it makes it even more appealing.

Swipe:

SWIPE FILE – 0052 – Paul Xavier – Facebook Ad to Mini-Product

N – Now Launching

The 14 Day Film Maker Program is a $48 offer.

The offer has a $19 order bump and a $67 upsell.

Being generous, that means an AOV of $60.

While Paul has a wide potential audience (targeting smartphone users), my guess is he’s breaking even at best or going negative on the front end.

In addition to his Facebook ads, Paul has a highly engaged YouTube audience with almost 100k subscribers.

He could be using the organic sales from YouTube to subsidize his audience building from paid traffic.

Here is a link to Paul’s offer page: https://www.contentcreator.com/14-day-filmmaker-fb

3 Elements To Inspire Your Offer Page:

Offer pages don’t need to be a work of art. Paul uses 3 background colors and one call to action color. All the images are from the course content. There is nothing fancy or spectacular. He lets the copy do the talking.
The primary promise is simple – Learn Professional Content Creation In Just 14 Days. My only criticism of the above-the-fold section is that there is no description of the transformation. The closest he gets is – “produce cinematic & emotional videos without wasting months” This proves that if you are selling a program that solves a big problem for people (knockout offer), you don’t need to work as hard with your copy.
Gets straight to the proof. Similarly to the Facebook ad, Paul gets straight to the social proof. This is especially effective for low-ticket offers.

Swipe:

C – Conversion Psychology