Author: Micheal O'Neill

Create High-Converting Offers Effortlessly with Simplicity

Create High-Converting Offers Effortlessly with Simplicity

Micheal O'Neill

Create High-Converting Offers Effortlessly with Simplicity

Learn how to craft high-converting offers effortlessly by embracing simplicity. Discover the power of simple, yet compelling, offer pages and increase your sales with ease.
Create High-Converting Offers Effortlessly with Simplicity

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Crafting Compelling Facebook Ads That Convert with Ease

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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.

Facebook Ad Swipe Files

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.

Sales Page Swipe File

How to Grow Your Course Audience Using Book Sales

How to Grow Your Course Audience With Book Sales

Micheal O'Neill

How to Grow Your Course Audience With Book Sales

Discover effective strategies for using book sales to expand and grow your course audience. Learn how to leverage book sales to attract more students to your course and increase your online influence.
How to Grow Your Course Audience Using Book Sales

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The Best Approach in Facebook Ads for Book Sales

When the elite marketers discuss the greatest direct response copywriters of all time there is one name that comes up every time – Brian Kurtz.

Brian ticks all the boxes. He has penned masterful campaigns that have generated billions in revenue for clients. Built an iconic publishing company to over $150 million. And, now teaches his timeless fundamentals to others spawning the next generation of direct response copywriters.

Many years ago Brian bought the rights to one of the most influential copywriting books from his mentor and friend Eugene Schwartz. Brian has incorporated this famous book intp a front end funnel for his copywriting course and mastermind.

Let’s dive in and take a look at two of the ads for the book funnel.

Ad Version 1 – Short Form

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Ad Version 2- Short Form

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3 Elements To Inspire Your Ad Campaigns:

  • Know Your Audience: These ads are targeted at a narrow segment of marketers. They are people who are at least aware of Breakthrough Advertising, Eugene Schwartz, the power of copywriting and another copywriting G.O.A.T. Gary Halbert. It is unquestionable that this narrow targeting makes these expensive ads to run so if you are adopting this strategy you better have a funnel that works and some high ticket items to seel on the back end.
  • Leverage Social Proof: Both ads make use of testimonials or quotes from reputable figures to establish credibility and trust. In Ad 1, it’s the claim that Breakthrough Advertising is one of the most important books ever written in its field. In Ad 2, it’s a quote from the late Gary Halbert, a renowned copywriter. To apply this technique to your own ads, consider including quotes or testimonials from experts, influencers, or satisfied customers that relate to your product or service.
  • Create a Sense of Urgency & Scarcity: We can break the CTA into 3 sections “Click the button below” “today” “and get it at the lowest price available”. Not a sylable is wasted. The first part tells people what to do. The section part tells them exactly when they should do it. The third part gives them a resons to do it. This creates a sense of both urgency and scarcity, which can motivate potential customers to take action. For your own ads, consider incorporating phrases that prompt immediate action, such as “limited time offer,” “act now,” or “before the promotion ends.”

3 Elements We’d Test:

  • Creative Mix: Both the ads feature video creative. Video is a phenomenal conversion booster but only when it has been refined and tested. Early in a campaign often images will produce a higher conversion rate. One way or another its always a good idea to have a mix of video and images. Different people respond favorably to different creative mediums.
  • Widen The Audience (a little): Very few marketers will spend $125 dollars (or $199 for the plus bundle) on a book. As a result the ads should appeal to a very select audience. If we were running the ads we would expand the appeal of the ads to a slightly wider audience. As the copy stands if you haven’t heard about Breakthrough Advertising, Eugene Schwartz or Gary Halbert the ad won’t resonate with you. This is a deliberate strategy. Potentially there are people willing to purchase the book outside this very knowledgeable audience. It is at least worth a test.
  • Include Transformation: If we were testing a broader audience it would be important to expand the copy and introduce an element of transformation. What will a copywriter experience once they understand and can apply what they have learned in Breakthrough Advertising? How have the lives of Brian’s previous customers changed once they implemented Breakthrough Advertising principles. If someone is “Your Solution Aware” you can be direct. If they are only “Problem Aware” or “Solution Aware” then you have to provide more evidence for them to elevate them through the stages.

Facebook Ad Swipe Files

Lessons from Effective Sales Page Strategies

This is an absolute beast of a sales page. A true masterpiece of direct response copywriting. Do yourself a favor and flip through the page here.

Below is an extract featuring the above the fold section:

Sales Page – Above The Fold

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3 Elements To Inspire Your Sales Page:

  • Top Menu: Having a site wide menu on a sales or opt-in page is a big no no. But, when you have a long sales page with lots of sections it is smart to provide internal anchor links to key sections on the sales page. It makes it easy for potential buyers to find what they are looking for. 
  • Social Proof: The big claim (the most important book ever written….) is backed up by a simple testimonial from another big name Ramit Sethi. Brian goes counterintuitive with the testimonial copy. “Be warned: This is an extremely dense read…but beneath the verbiage are profound insights that have stood the test of time.”   Normally it is a negative to tell potential customers that what they are about to do is difficult. But considering Brian is targeting a very select group of elite marketers I think this is smart. He is appealing to people who value intellectual prowess. Triggering them to buy to prove they are more intelligent than Ramit.
  • Exit Intent Pop-Up Opt-in: Facebook doesn’t like sending their users to a page with an exit intent pop-up but Brian seems to be getting away with it. When you go to exit the page a pop-up displays offering you a free chapter from the book. If an exit intent pop-up doesn’t have a massive impact on your CPM or Campaign delivery then this is a smart strategy. If you were sufficiently interested enough to visit the sales page you are going to want a free chapter. This gives Brian an opportunity to get you into a dedicated sales email sequence.

Sales Page Swipe File

Supercharge Your Facebook Ads for Your Course Launch

Supercharge Your Facebook Ads for Your Course Launch

Micheal O'Neill

Supercharge Your Facebook Ads for Your Course Launch

Discover effective strategies to supercharge your Facebook ads for your course launch. From retargeting tactics to optimizing ad copy, learn how to maximize engagement, increase conversions, and drive sales for your online course.
Supercharge Your Facebook Ads for Your Course Launch

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How to Optimize Retargeting Ads for Higher Conversions

Your Facebook ads shouldn’t stop when you close registration for your pre-launch workshop.

Nope, that’s the exact point they should kick into overdrive.

Today’s Facebook Ad examples are from an open cart Facebook ad campaign for Bonnie Christine’s, Immersion course 

This is a once a year launch for a $1,997 course. B

Bonnie has just wrapped up her pre-launch and has now entered that magical open cart period.

I have picked two ads to review today. 

Ad 1 is a sales page retargeting ad.

Ad 2 is a retargeting people who registered for or interacted with her pre-launch content. 

Let’s dive in….

Ad 1 

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Ad 2

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3 Elements To Inspire Your Ad Campaigns:

  • When using retargeting you are in control of who sees your ad based on the actions they have taken. Make the most of what you know about them. Make them feel like you are talking directly to them.
    Ad 1 opens with – “Cold feet about joining the Surface Design Immersion class of 2023? That’s okay, my pattern-loving friend. 💕”. If someone has checked out your sales page but has not purchased this is a great way to connect with them. To a cold audience this would be a horrible hook.

    Ad 2 opens with – “Hello, creative friend! Let’s keep the momentum flowing”. Again this would be a horrible opening hook to a cold audience but for someone who has experienced the excitement, energy and momentum of the pre-launch this is bound to capture their attention. 


Remember you can stack triggered events to tailor ads specifically for people who have visited all 3 pages of a pre-launch funnel or people who have visited just one. Again this gives you plenty of interesting messaging options.

Don’t be afraid to call out objections in your ad copy especially for bottom of funnel retargeting ads to drive sales. Take a look at Section 2 of Ad 1. People who are in the purchase consideration phase have lots of questions. In general most people have very similar questions. Bonnie calls out these objections – Time, Money, Self-Belief. In just one section she hits on 3 of the 5 primary objections to buying anything. (hit reply and I’ll tell you the other 2!)

Use testimonials in your ads. Having 50 brilliant testimonials on your sales page is useless unless people see them. Don’t just use testimonials to make the sale. Use testimonials to get people interested in visiting your sales page. Christine does this to great effect in the desire section of Ad 1.

3 Elements We’d Test:

  • Avoid vague and flowery language. A headline in Ad 1 reads – “🌿Building a brand that embodies their essence . . .” I have no idea what this means. It may be something that a client said once but it isn’t very concrete. You need to land the plane for people.
    …..Build a unique and profitable business

    Also try to avoid words that end with “ing”. “Build a brand” is a stronger than “Building a brand”.

     

  • Avoid telling people your course is transformative. Show them. We are told our programs should change people’s lives so everyone says their course or membership is transformative. Your customers don’t know what that means. Be specific about how their life will change. Otherwise you are just using fluffy filler words.

     

  • Testimonial Carousel. Across this campaign Bonnie has used video to great effect. I would also test image carousels. Create nice graphics of each testimonial. Stack the best 6 and create a testimonial carousel ad. After every second testimonial include a promo image for the program but include an arrow to tell viewers that there are more testimonials to come. 

Facebook Ads Swipe Files

Sales Page Optimization: A Deep Dive into Design Strategies

Ok. So let’s dive into Bonnie’s sales page. In particular, I am going to focus on the lead section.

The phrase lead originates in the newspaper industry. It was the introductory paragraph or two that hooked readers into reading the rest of the article. It is normally 150 – 300 words in length, and it is a self-contained argument as to why someone should sign up for your offer. Someone should be able to make the decision to buy or not based on the lead.

The purpose of the rest of your sales page is to provide evidence to back up the argument in your lead.

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3 Elements To Inspire Your Sales Page:

  • The aesthetics are beautiful. There is lots of space. The design is simple but interesting. Most of all, it is warm and welcoming. There are some design elements out of the shot above (which you can see in the swipe file), but the simplicity of this page is a key part of its beauty. Don’t feel you need to cram lots of design features onto a sales page. Let the copy do the talking. The purpose of the design is not to get in the way.
  • I am a huge fan of positioning statements, especially when they are kept to 3. Bonnie introduces this in the “Whether you want to:” section This section should feature on every sales page. Split your perfect-fit clients into 3 categories and describe each one’s dream outcome. I especially love “Hello, curious creative”… “Hello, side hustle!”… “Hello, full-time designer” Naming your avatar categories makes it super powerful. 
  • Don’t be afraid to use language differently if it reflects your audience “​​BUILD AN ENTIRE BREATHTAKING CAREER FROM YOUR HOME.” The majority of people would have gone with “Build an entire breathtaking business from your home” As this is in such a prominent position, I am sure the word “career” is not random. It could be that Bonnie’s perfect-fit client is coming from a corporate background. It could be that for many of Bonnie’s audience, the thought of starting a business is scary, but building a career from home is less scary. Know your audience and use the language that will best resonate with them. 

3 Elements We’d Test:

  • There is a lot of dead space in the most important part of the page – the hero. No, I am a fan of space, but you have to use your highest-traffic areas to maximum effect. It isn’t about getting rid of space it is about getting the greatest return per pixel possible. I think the hero could move the sales process on better.
  • Make your hero about your audience’s outcome. Now I have mentioned this before, sometimes when a course or membership becomes so big and well-known, the rules that apply to mere mortals no longer apply. The hero is all about the course – Immersion. There is no mention of what it can do for the reader. It could be that this course is so well known it has become a benefit in its own right, but I would definitely test including the core premise and expected transformation as a short headline and subheadline.
  • Bring your creative dreams to life. This is a little vague for me. Sure, I can understand what it means but it is not painting a picture of what my life will be like with my creative dreams come true. Headlines like – “Build Your Profitable Design Career From Home Today”. “Your Profitable Home Career Starts Today” “Start Your Dream Design Career From Home Today” may add more weight. The biggest killer of strong headlines is casting a wide audience net. The wider your target audience, the less specific you can be.

Sales Page Swipe Files

Successful Online Course Launch Strategy

Successful Online Course Launch Strategy

Micheal O'Neill

Successful Online Course Launch Strategy

Discover the secrets to a successful online course launch strategy. From building anticipation with quizzes to mastering Facebook ads, learn how to launch your online course with confidence and maximize your impact.
Successful Online Course Launch Strategy

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Quiz Opt-in Page: Inside a Quiz to Launch Strategy

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The countdown is on to one of the big launches in the Online Course world. Amy Porterfield is limbering up for her Digial Course Academy Launch. What a great time to be a launch voyeur!

Closer to the launch, Amy will likely use a traditional pre-launch opt-in. But, for now, her list-building efforts are focused on her “Discover Your Ambition Archetype” quiz.

Archetype or Type is one of the 3 (and possibly most common) quiz types.

  • Type
  • Killer
  • Score

Amy has followed the Ask Method to the tee with this quiz and uses Bucket.io as her quiz builder.

Some key takeaways:

  • Immediately your eyes are drawn to “Free Quiz” across the top. As quizzes are still a relative novelty for front-end users, the combination of Free and Quiz is strong.
  • One of the strongest trigger lines on the page is “Discover Your Ambition Archetype” – Discover is one of my favorite opt-in page words. It builds curiosity and intrigue. Most entrepreneurs are “ambition” and competitive-focused, which will pique their interest. We love finding out how we fit into the world, which is why Archetypes are so powerful. 
  • Ready to get clear on exactly how you can make more cash, impact, and space to do what you love, your way? Amy touches directly on the 2 of the 3 freedoms here with Financial and Time. Impact is also closely related to the 3rd freedom, which is lifestyle. 
  • An interesting question to ask is do we really want impact for what it does for others or do we want “impact” for how it makes us feel about our own significance. (Could be a good one to journal on!) 

Quiz Opt-in Page Swipe File

 

Facebook Ad Optimization: Reviewing Effective Quiz Ads

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If you launch a Quiz you will need traffic at scale. 

Before I dive into one of Amy’s ads, jump over to the Facebook Ad Library and look at the scale of the campaign that Amy has launched.

Amy has 17 Ad variations running for her Quiz. Some of these ads appear 35 times across different campaigns and ad sets. 

There is a mix of medium and long-form ad copy centered around 2-3 key themes. 

These are matched with static and video creatives. 

If you study the copy and creative, you realize you don’t need lots of ideas. 

You just need 2-3 strong ideas and then iterate to produce many ad variations.

This is especially important if you are running a time condensed campaign for something like a launch where you have a large budget being spent over a relatively short period of time.

Some key takeaways:

  • Amy grabs attention with “New Quiz!” Emojis are a great way to catch people’s eyes in ads. 
  • Straight away Amy calls out her primary avatar, which is a corporate professional looking to start an online business. “allergic to a “typical” career path”. 
  • After grabbing their attention Amy connects with their fears and the internal nagging voice that exists within the head of her avatar. “Moving up in WHOSE world”
  • Then she moves into connecting with their dreams – “creating a business and life that aligns with your values”
  • She then links the outcome people want to the quiz.
  • Take a few minutes to answer this 7-question quiz and get to know which of the 4 Ambition Archetypes you are. Few minutes – 7-questions – 4 Ambition Archetypes. Gets specific, makes it feel quick, and makes it feel easy. Remember the value formula – Accentuate the primary promise, guarantee the outcome, reduce the time to attainment and reduce the effort required.
  • Study the fascination bullet points. In fact take 5 minutes now, grab a note pad and write these out. Often we feel compelled to tell people what they need to do or what they will get. Notice the way Amy creates real curiosity and teases the outcome without giving any real detail.

✅ How your natural strengths nudge you towards the business style you’ll be most successful at⁣

✅ One potential setback based on your archetype that might nip at your Achilles heel on the journey to business and lifestyle freedom 

✅ Other leaders, makers, and status-quo-shakers that share your archetype and prove that a business outside the status quo is not only possible, it’s worth getting uncomfortable for 

✅ What to do next to leverage all of the above, lean into your archetype, and take a flying leap towards the specific lifestyle you’re dreaming of⁣

Facebook Ad Swipe Files

 

Launch Waitlist – Avatar Call out

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Well will you look at that… It’s an Amy Porterfield clean sweep…

I love following a launch from start to finish. So much happens before that first bit of pre-launch content is released. Here we see the waitlist for the Digital Course Academy page.

Amy has more detail than is commonly seen on a waitlist page. Remember that Amy has lots of launch reps and conversion data to work with. If you are starting out recommend keeping it simple.

One feature of the waitlist page that I want to focus on is the Avatar call out.

Every online business owner should have a well developed and accurate Avatar call out.

Most online businesses will have 3-4 specific segments within their target market. These are the people who will gain the most from working with you or which you help most frequently. 

The model Amy uses is simple but effective.

  • If you are a specific person
  • Who has this specific problem
  • And your dream is
  • Then this is for you 

Why not take 5 minutes for the following exercise:

  1. Identify the 3-4 key avatar segments within your business
  2. Idenitfy the biggest pain point for each segment
  3. Identify the common dream for each segment

Your online business is the answer to the question: 

  • How do you help each segment eliminate their biggest pain and make their dreams come true?

 

Launch Waitlist Swipe Files

The Blueprint for Crafting Prompts that Deliver

The Blueprint for Crafting Prompts that Deliver

Micheal O'Neill

The Blueprint for Crafting Prompts that Deliver

Unlock the secrets to crafting AI prompts that deliver results. Prepare for the next wave of AI advancements by mastering the art of prompt creation. Learn a structured approach to generating effective prompts, including role clarification, context setting, task definition, and content guidelines. Stay ahead of the game and maximize the potential of AI in your online business.
The Blueprint for Crafting Prompts that Deliver

AI ain’t going anywhere. 

If you are reading this and use AI at least once a week, you are ahead of the game.

But, it feels like we are in a lull at the moment. 

AI in its current form is of limited use to us as online business owners.

Open AI has yet to release ChatGPT 4.5 or 5.

Mark is making noise at Meta but LLAMA 3, but he hasn’t fully rolled it out yet.

But the next wave won’t be an incremental improvement. It will be a massive leap forward.

So hang in there, and keep experimenting and playing with AI.

Your goal is to be perfectly positioned to leverage AI when the next wave hits.

Like everything in your business, you should have a process for generating your AI prompts.

Having a consistent, prompt structure is a huge help. 

Here is an approach I take:

  1. Start with Role and Goal

Lay the foundation by clarifying the overarching aim and purpose. It’s about setting the stage, and pointing the LLM in the right direction. 

Example: “Your role is to act as an expert direct response copywriter crafting an engaging email promoting our new online course for entrepreneurs.”

  1. Provide Context and Background

Next, delve a bit deeper by offering relevant background information or context. It’s about painting a fuller picture to guide the task. We will normally provide details of our avatar and the outcome that you want to achieve.

Example: “The course teaches proven strategies for growing an online business. The target audience is online entrepreneurs, both established and aspiring. We want to highlight the course’s hands-on activities and personal coaching components.”

  1. Clearly Define the Task  

Then, make your expectations explicit by detailing the specific task or output needed. Ensure there is a clear connection between the task and the initial role and goal.

Example: “Please draft a 300-word email copy promoting the online course. The email should spark curiosity, convey key benefits, and encourage the reader to click through to the sales page.”

  1. Finish with Content and Rules

Lastly, furnish any existing content to include, use, or expand upon. 

The course name is – {XYZ}

The url is – {XYZ.com}

Please avoid the use of the following words: {skyrocket, crush, etc}

Please write at 5th-grade level in a fun, informal, human voice undetectable to any AI verification software.

Challenge Funnels Optimization Strategies for Course Sales

Challenge Funnels Optimization Strategies for Course Sales

Micheal O'Neill

Challenge Funnels Optimization Strategies for Course Sales

Explore effective strategies for optimizing challenge funnels to boost course sales. Discover proven techniques and tips to maximize your funnel's performance and drive more conversions for your courses.
Challenge Funnels Optimization Strategies for Course Sales

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Turning Organic Instagram Posts into Profitable Ads

One size does not fit all. 

Proof that there is more than one way to skin a cat this week with an interesting approach from Mastin Kipp.

Mastin is a well-known personal development coach. He has a range of online courses, live events, and retreats.

I spotted he is running a 10-day challenge from May 17th – 25th. 

I decided to investigate! 

Mastin has a large Instagram following of 280k people. 

But, I knew from an earlier funnel deep dive that Facebook Ads weren’t his #1 way of promoting his business.

Here’s what I found:

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This is clearly an organic Instagram post being run as an ad. Because there is no call to action button, it is likely a boosted post. I strongly advise against this method, but that’s a topic for another day. We can tell the ad is being run solely on Instagram as it doesn’t have a link in the copy, and it directs people to Click the link in the bio for further information.

3 Elements To Inspire Your Ad Campaigns:

  • If you spend time and money creating content, why not put some ad spend behind it? One simple strategy is to take your 3 best-performing organic posts every week and put $10 – $20 behind them. It will grow your audience, following, and reach. Social may be free, but creating content isn’t. So if you calculate the cost of creating posts spending an additional $60 per week to get the most return from them just makes sense.
  • Engagement can reduce your CPM significantly. If you have a lead generation or sales ad you know will perform well, run it with an engagement objective first to get likes and comments (bonus points if you can target your existing customers). Then, use the ad/post ID in a lead or purchase conversion ad.
  • Try different things. I don’t think this ad will directly result in many Challenge registrations. However, I think it will bring many new people into Mastin’s world. If Mastin has a deliberate strategy to convert people from Instagram followers to clients, this is a great strategy. I am a big fan of following best practices…. until I don’t. If you are experimenting, do it with a limited budget and never have a financial outcome dependent on an experiment.

Facebook Ad Swipe Files

Uncover the Keys to an Effective Challenge Opt-In Page

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One of the biggest problems for people in the Personal Development space is making their promise concrete and specific. Healing your past, aligning with your purpose, and unlocking your potential is great, but I don’t really know what that means.

 

Further, there is no transformation anywhere in the above-the-fold section. This leaves it up to my audience to imagine what life will be like for them once they achieve all these things.

 

From a positioning and messaging perspective, this message will only resonate with solution or product-aware people. And that is fine if you have a big audience, but if you have a small audience, it’s possible you won’t have enough of those people to make it work.

 

Mastin is massively successful, and I know he will fill this challenge and get massive results for the people who attend. And I also feel for the people who don’t have Mastin’s audience and struggle to get the results they want.

 

If Mastin was here, he would argue that to be any more specific would devalue and dilute the magic of what he makes possible for people.

 

The takeaway for you if you are in the Personal Development space. How can you make your promises as concrete and specific as possible while holding true to your principles and mission?

 

Oh, and I love this section for the bottom of a free opt-in page where the “Buy Now” block would normally go on a sales page!

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Challenge Funnel Swipe Files

Virtual Event Funnel Breakdown for Your Next Launch

Virtual Event Funnel Breakdown for Your Next Launch

Micheal O'Neill

Virtual Event Funnel Breakdown for Your Next Launch

Discover the essential elements of a successful virtual event funnel in this comprehensive breakdown. Whether you're planning your next launch or looking to optimize your current strategy, this guide has everything you need to succeed.
Virtual Event Funnel Breakdown for Your Next Launch

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Sale Ads: Decoding Effective Ad Strategies

This week’s Funnel deep dive is for none other than the big dog himself, Tony Robbins.

Tony has transitioned from a live event model to a virtual event and digital-first model. 

The first UPW Virtual event had over 30,000 people join the event.

This doesn’t happen by chance, and you need an epic funnel to hit those numbers.

That was 3 years ago. Let’s look at what Tony is doing for his 2023 UPW event.

Ad Version 1 – Long Form

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Ad Version 2 – Short Form

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3 Elements To Inspire Your Ad Campaigns:

  • Both ads open up with a Negative > Positive, one-two punch hook. Connecting with someone’s pain will capture their attention quicker than promising them their dream outcome. However, most people don’t like to rub their audience’s face in it. The quick transition from pain to pleasure is a good way to capture attention and lead people into your ad copy.
  • The sparing use of emojis in Ad 1 draws attention to key elements of the ad without distracting from the message. Also, look at the mix of positions for the emojis. Many ads we study place all the emojis at the start or end of the lines. This can reduce the impact of the emojis. Mix your emojis up between the start, middle, and end of sentences in your ads. This will keep your audience engaged for longer.
  • Using “all caps” can be a good way to draw attention to specific words or phrases. “FATE”, “STEP UP”, “MORE”. The human brain subconsciously scans for difference. When we see something different, we focus on it. Be sparing with your use of “all caps” however, neither Facebook nor your audience are fans of shouting. Be strategic with your “all caps” words when read together try to have them combine into a stand-alone message or instruction. Most readers will subconsciously absorb this message almost instantly. Use this to good effect in your ad copy.

3 Elements We’d Test:

  • Tony has a massive budget, so I’d test spinning specific challenges into different ads and see which ones produce the most event registrations. I’d draft opening hooks for Financial, Relationship, Career, Loss, Health, Focus & Direction. When you try to solve multiple problems in your ad copy, you reduce the impact of the message. 
  • UPW is a unique event, it solves an incredibly wide range of problems. That is fine when you have the brand reputation and authority of Tony Robbins. If I didn’t know who Tony Robbins is, I would struggle to know what I will get from UPW based on the ad copy. Neither ad describes the transformation or what life will be like for people once they return from UPW. One simple way to do this is to include testimonials from previous attendees.
  • “Adversity comes in many flavors:…”. I don’t think this is the language that most people would use. I would try some variations like – “We never know what challenges lie around the corner”, “Difficult times hit us in different ways,” “We never know our next challenge,” and “No matter what challenges you face”.  

Facebook Ad Swipe Files

Boost Online Sales: Unveiling Sales Page Optimization

Section 1 – Objection Crushing

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It’s customary for bonuses to be listed close to the offer stack and price reveal 75% of the way down the offer page. Screenshot 1 above is just below the hero section. This is telling me that two of the biggest objections to people joining UPW are 1) I don’t have the money, 2) I don’t have the confidence to implement what I will learn. Think about what objections you need to address to get people to read on and pay attention to what you have to offer. If you are sure of your data, you can answer them early, and by doing so you will keep them on the offer page for longer.

 

Section 2 – Program At A Glance

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I especially love the one-line overview of each day. It tells you exactly what to expect for each day. – Create your breakthrough, Leverage the power of momentum, Create lasting transformation, and Embrace your new future. It feels like a well throughout journey. And this is exactly what it should feel like. This is for a live event. How can you do this for each module of your course or success path stage for your membership?

Section 3 – Next Level Proof + Social Proof

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Ok…Ok…Not everyone can have Stanford University study and analyze participants at their events. This is a massive flex by Tony. However, stats, studies, and findings provoke interest. Find evidence that backs up your claims. Facts make your content stickier. It draws people into your content. Plus, you will get the social proof boost of including a logo and name of a well-known university or source on your sales page. Even if they have no connection with your course or membership, you will benefit from the halo effect.

 

Sales Page Swipe Files

4 Framework Meta Ad Drafting AI Prompt For High Converting Ads

Launch Newsletter Issue #00085

Micheal O'Neill

Launch Newsletter Issue #00085

Hey, hey, it’s L.A.U.N.C.H., we’re like that one friend who always has the juiciest gossip — except ours is all about online business growth and totally legit.

Here's what we have for you today

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L – Leads

A simple $50,000 mastermind book-a-call funnel

I landed in this beauty of a funnel from Ryan Deiss earlier this week.

Ryan is everyone’s favorite marketer, as founder and CEO of Digital Marketer.

In recent years, Ryan has focused on building Scalable.co

Scalable offers a couple of low-ticket and free products, but its primary offer is a $50,000 per year mastermind.

The funnel we’re reviewing today is for the mastermind.

So you’d think a funnel for a $50,000 offer would be all singing and dancing.

And I think that’s where people get sidetracked.

But with the right message and offer, you don’t need a fancy funnel.

So, let’s take a look at Ryan’s funnel.

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Remember, Ryan is not looking for volume. 

He is looking to pre-qualify leads and attract only the right people.

The kind of people that have $50,000 to spend on a mastermind.

Therefore, he isn’t optimizing the opt-in page to make it as easy as possible to opt-in.

Friction, or making things harder, is generally seen as a negative in marketing.

But in some cases, it is an invaluable screening tool.

Especially if you are running a book-a-call or application funnel.

3 Elements We Like:

  • Clean and simple hero

Despite my comments above, Ryan makes the hero section clear and easy to understand.

Within 3 seconds, you have all the information you need. Is this for you or not?

Headlines are one of the most important elements of an opt-in page.

And I love – “The Science of Scaling a Business”

People need reassurance that there is substance behind what you are offering.

This is why containers like Blueprint, Method, and Formula are so common.

Science is similar. It speaks to a repeatable, proven formula. A set of specific steps.

  • Offer a shortcut

The primary offer here is a shortcut.

A roadmap – our proven blueprint – all our proprietary methodologies and systems – copy and paste our magic success formula.

These are massively attractive because everyone is looking for a shortcut.

Everyone is looking to make their life easier.

Anytime we can offer to copy and paste success, people will jump at the opportunity.

When running ads, we like to make the landing page text as easy to scan as possible.

We use short sentences, lots of bullet points, and no paragraphs of text.

In general, this is the correct approach.

But if you are a 7-figure business owner looking to scale to 8-figures, you are likely experiencing a lot of pain.

The payoff and the pain are so big you will invest more time and effort in finding a solution.

And sometimes, when your promise is big, you must provide evidence to support your claims.

And that’s what Ryan has done here.

Yes, he is bending some of the rules of landing pages. 

But he is doing so for a reason.

Webinar Opt-in Page Swipe File

 

A – A.I. Growth Prompts

AI Prompting 101: The blueprint for crafting prompts that deliver

AI ain’t going anywhere. 

If you are reading this and use AI at least once a week, you are ahead of the game.

But, it feels like we are in a lull at the moment. 

AI in its current form is of limited use to us as online business owners.

Open AI has yet to release ChatGPT 4.5 or 5.

Mark is making noise at Meta but LLAMA 3, but he hasn’t fully rolled it out yet.

But the next wave won’t be an incremental improvement. It will be a massive leap forward.

So hang in there, and keep experimenting and playing with AI.

Your goal is to be perfectly positioned to leverage AI when the next wave hits.

Like everything in your business, you should have a process for generating your AI prompts.

Having a consistent, prompt structure is a huge help. 

Here is an approach I take:

  1. Start with Role and Goal

Lay the foundation by clarifying the overarching aim and purpose. It’s about setting the stage, and pointing the LLM in the right direction. 

Example: “Your role is to act as an expert direct response copywriter crafting an engaging email promoting our new online course for entrepreneurs.”

  1. Provide Context and Background

Next, delve a bit deeper by offering relevant background information or context. It’s about painting a fuller picture to guide the task. We will normally provide details of our avatar and the outcome that you want to achieve.

Example: “The course teaches proven strategies for growing an online business. The target audience is online entrepreneurs, both established and aspiring. We want to highlight the course’s hands-on activities and personal coaching components.”

  1. Clearly Define the Task  

Then, make your expectations explicit by detailing the specific task or output needed. Ensure there is a clear connection between the task and the initial role and goal.

Example: “Please draft a 300-word email copy promoting the online course. The email should spark curiosity, convey key benefits, and encourage the reader to click through to the sales page.”

  1. Finish with Content and Rules

Lastly, furnish any existing content to include, use, or expand upon. 

The course name is – {XYZ}

The url is – {XYZ.com}

Please avoid the use of the following words: {skyrocket, crush, etc}

Please write at 5th-grade level in a fun, informal, human voice undetectable to any AI verification software.

U – Uplevel Ads

The simple 5-minute copy-and-paste ad format for higher conversions

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3 Elements We Like:

  • A simple image that says a lot

I love this image. 

Firstly, I love it because it takes less than 5 minutes to create.

Secondly, I love it because you get to call out your audience’s two biggest objections and their #1 desire.

Thirdly, I love it because it can be applied to almost every ad campaign no matter the topic.

  • The anti-call out

Have you ever told someone – Oh, I don’t think you would be interested in this?

9/10, they become very interested in what you are talking about.

This concept is known as Reactance. And it is a powerful psychological device.

It’s like saying… This is only for successful business owners.

Now, no one wants to think of themselves as an unsuccessful business owner, so this will generate initial desire in most people. 

  • The qualifying headline

Warning: For advanced 7-figure & above entrepreneurs only.

Firstly, this provides massive assistance to Meta as to who they should target the ads at.

Secondly, it instantly positions the audience. 

It tells the audience who the ad is for and who it isn’t for.

And, yes, it certainly will also get a lot of 6 figure business owners who want to step to 7 figures interested. 

However, when we look at the next step, Ryan has an excellent way of filtering out the people he doesn’t want to book a call with.  

Facebook Ad Swipe Files

 

N – Now Launching

Book A Call Funnel – What’s Your One Pre-Qualification Screening Question

Book A Call Funnel – What’s Your One Pre-Qualification Screening Question

Here’s a question for you.

What is the one question you can ask to determine whether it’s worthwhile to get on a call with someone?

(Hint: If you say it’s $$$’s, that’s ok!)

Before we get to the webinar (video) page, let’s look at the opt-in pop-up.

0085-s2b-scalableco-webinar-opt-in-popup

Ryan wants to get as many qualified people into the funnel as possible.

But, he knows that only a small percentage of the business owners will meet his criteria.

While leads below the criteria won’t be wasted because he has smaller offers for business owners with lower revenue levels.

Ryan wants to avoid his closers getting on calls with people who are not qualified.

One of the ways you can do that is through qualification questions in the opt-in form.

People can be sent to different pages depending on the answer provided. 

This means they may see the option to book a call or not.

Alternatively, as is the case in this funnel, the closers can follow up with only the people who have the qualifying annual revenue.

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One of the issues with a Webinar > Book-a-Call funnel is most people don’t see the offer for the call at the end of the webinar because they leave early.

There are a couple of key things I want you to note on this page.

  1. The video (webinar) is only 21 minutes long
  2. The apply button is right there, visible from the very start
  3. People are told to view the webinar before applying, but they can apply at any time
  4. Ryan tells people at the very start if you are under seven figures, this is not for you
  5. Lovely use of scarcity – We can only take 7 new clients per week

And remember this is an offer for a $50,000 mastermind.

Webinar Opr-in TY Swipe Files

 

C – Conversion Optimization

4 ways to get a better return on your ad spend

No one likes overspending on Facebook ads.

Yet that’s how most online course and membership business owners feel.

Here are 4 ways to get a better return on your ad spend 

(without mentioning copy or creative)

  1. Use the right objectives:

The best top-of-funnel results will come from the video views objective. Middle of the funnel, you’ll get the best results from Leads. Bottom of funnel use purchases. Only use reach for retargeting campaigns and traffic is rarely a good option.

  1. Analyze past winners:

We all have winning ads that we’ve forgotten about. Go back through your past campaign performance. What copy, creative, and audience has worked in the past? How can you reuse it or inspire your current campaigns? 

  1. Have a testing plan:

Until your ads are profitable, test new copy and creative every 3-5 days. When you are profitable, you still should be testing every week. But go about it in a systematic way. Have a plan for what you want to test and why. And, make sure you keep a test journal. 

  1. Don’t only rely on Facebook reports:

Blend Facebook reports with data from your CRM and sales platform. You don’t need third-party platforms like Hyros or Triple Whale when starting, but as spending increases, they will be a consideration.

H – Hot Take

Talk about bad timing!

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(TIL = Today I Learned)

Poor Marie!

 

 

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

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Discover the Formula Behind $6,418,323 in Online Launches

Discover the Formula Behind $6,418,323 in Online Launches

Micheal O'Neill

Discover the Formula Behind $6,418,323 in Online Launches

Unlock the secrets to launching a successful online business with insights into the proven formula that generated $6,418,323 in online launches. Learn from experts and discover actionable strategies to propel your business forward.
Discover the Formula Behind $6,418,323 in Online Launches

Here's what we have for you today

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Strategies for Maximizing Conversions in Your Ads

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What to copy:

  • Brilliant use of specificity to capture attention in the opening hook
  • The numbers “211” and “$6,418,323” are unusual and stand out
  • The opening hook also establishes authority and credibility
  • The same hook also leverages social proof
  • Any time you can combo multiple psychological triggers into one line its a big win
  • The second line establishes credibility and uniqueness. Counterintuitive or counter culture mechanisims are a great way to set up “us against them” it also works well in mature markets where people are skeptical of claims
  • Playing on the same theme – cold hard data sets this apart from other competitors teaching “theories and strategies”
  • From there they set up the conflict…. Never been easier to start an online business BUT there’s more competition. This establishes why people need to pay attention.
  • The basic premise of the ad offer is strong as it’s promising “what’s working right now”. This theme is reinforced throughout the ad. In rapidly changing niches this is always a strong offer when you have access to data
  • “highest-level coaching students” this is smart on many levels. First it sets up the authority of the results. Second it pre-sells the program that will be sold on the workshop
  • Great use of urgency throughout. The more urgency you can introduce to your ads the better:
    • …“right now”
    • …”register NOW”
    • …”annual Launch Lab”
    • …”working now”
    • …”while you still can”
  • The problem with free is that it devalues the training. If someone doesn’t value the trainingthey will be less likely to interact and participate in it. Pricing the workshop at $100 and then providing a 100% voucher increases the value proposition. This may lead to higher conversion rates and a higher show up rate. The impact of this approach will reduce over time and if the audience realize that everyone is offered a 100% discount they may start to question your integrity.
  • We have found a CTA sandwich around an in ad url increases outbound click through rates. You can see this deployed in the final 3 lines of the ad

What we’d test:

  • The ad copy above is likely targeting or retargeting a warm audience. For someone to engage with this ad they would have to know who Jeff Walker is and what problem a “launch” is a solution to. To expand the potential audience for this ad I would test both positive and negative framed hooks to position people as to the problem and solution.
  • This version of the ad had 4 video versions. 2 X 1:25 mins + 2 X 1:59. Each had slight variatios of the opening hook. For lead generation you will get better results with videos of 30 – 45 seconds. We’d test shorter videos that simply anser the questions – How are you going to help me make more money?
  • The “evil” the hero of our ad needs to overcome is “there is more competition than ever”. What’s at stake is no very high. Everyone knows this to be true. It’s true of all businesses. Using their knowledge of the challenges launchers face I would test 2-3 unique problems people face launching a course of membership.
  • Using “FREE” in the headline is always test worthy
  • Educating in your lead generation ads is always a good thing. I would test including and or teasing some of the findings. There is an opportunity to trigger curiosity, intrigue and recripriocity

Unveiling the Secrets of a High-Performing Launch Sales Page

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Some key takeaways

  • Specific and Quantifiable Results: The headline of the sales page mentions the specific number of launches that brought in a specific amount of revenue. This not only helps to establish credibility but also creates a sense of urgency by making the reader wonder what these successful launches have in common.
  • Social Proof: Mentioning that the strategies and tactics were distilled from successful launches among their highest-level coaching students serves as social proof of the effectiveness of their methods.
  • Scarcity: The use of language such as “It’s happening on January 11th and 12th, 2023” creates a sense of scarcity, making the reader feel that they need to act fast to take advantage of this opportunity.
  • Urgency: The use of phrases such as “this is what you need to know going into 2023” and “Ignore these lessons at your own peril” creates a sense of urgency, making the reader feel that they need to join the lab to avoid missing out on critical information.
  • Authority: The use of personal pronouns such as “I” and “my” helps to establish the authority of the speaker and makes the reader feel that they are learning from an expert.
  • No Fluff: The use of phrases such as “no theory here” and “no puffery or predictions” helps to establish that the lab is based on real-world, actionable strategies, rather than theoretical concepts.
  • Call to action: The page includes several clear calls to action, such as “Join me in the Launch Lab!” and “Register now” that encourage readers to take the desired action (signing up for the event).
Understanding the Secrets of a Successful Launch Strategy

Understanding the Secrets of a Successful Launch Strategy

Micheal O'Neill

Understanding the Secrets of a Successful Launch Strategy

Dive deep into the intricacies of crafting a successful launch strategy with expert insights. Explore the key elements and hidden secrets behind launching your product or service effectively. Unlock the strategies that drive results and propel your business forward.
Understanding the Secrets of a Successful Launch Strategy

Here's what we have for you today

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Effective Strategies in Facebook Ads for a 3-Part Workshop

It’s fight night, and the Mr Miyagi of the launch world has stepped into the ring, “Let’s get ready to rumble!” Jeff Walker is warming up for a fascinating 3 phase launch process. 

More on that in the Now Launching segment, but let’s dive into one of Jeff’s Facebook Ads.

This ad is driving people to a registration page for, yes, you guessed it, a 3-part workshop – Countdown To Launch – Free 3-Day Live Challenge.

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3 Elements To Inspire Your Ad Campaigns:

  • Join the conversation: Jeff immediately joins the conversation in people’s heads. “If you’ve been sitting on a great business idea…. But have no idea if people will pay for it or not”. A lot is going on in this one sentence. Jeff hits a pain point. So many people want to start a business and believe they have a great idea but don’t know what to do next. Jeff shows that he understands his audience by voicing inner feelings, thoughts and conversations his audience is having. Jeff also calls out their big challenge. Even if my idea is good, how will I get people to pay for it?

     

  • Take A Counter Intuitive Stance: Next, Jeff builds interest by introducing a “crucial” (hidden, secret, missing) step. This step will bring you from where you are stuck (idea phase) to your dream state (profitable business). But it’s not what you would expect. It’s what makes people “BELIEVE” in a product or service. To an aspiring entrepreneur, this opens up a host of new opportunities. It wasn’t that their idea was wrong. They just hadn’t found this secret sauce that would make people believe in their product and buy it. This is why they failed before. This is why it will be different this time.

     

  • Tackle Objections: “If you’ve got an idea for a transformation product, program or course, you don’t have to have an MBA, wait for the “perfect” time, or have a flawlessly polished offering” What holds people back the most are feeling like they need to learn more or now is not the right time, or they need things to be perfect. It’s the exact same for your audience. Call this out but the key is to tell them what the magic antidote is to help them move forward with confidence. 

3 Elements We’d Test:

  • Simplify The Language: “then I’ve got exactly the key information you’ve been missing” Sometimes, we feel the need to stack adjectives and adverbs into our copy. Often this can detract from our message and lose our audience. It would be interesting to see if “then I’ve got the critical information you’ve been missing”. It’s only a change of two words but sometimes that can have a big impact on results.
  • Simple URLS: The URL’s in the body copy are very long and complex. https://productlaunchformula.com/PLFLive2023/challenge/. It would be interesting to test if the url https://productlaunchformula.com/challenge/ performs better. The less unnecessary information we give our audience to process, the higher the conversion rate. It could be that Jeff wants to pre-introduce PLFLive through the url, but that may be trying to be too smart. Goal #1 is to get people off Facebook to your landing page.
  • Formatting: This is something small but it still plays into the vision your audience creates of you. Make sure to review your ads before they go live. We can see the url in the middle of the ad has fallen off its bullet point. This will have a tiny impact on conversion rates if any but it is still worth noting. Make sure to review your ads before you hit publish. After doing all the work sometimes all you want to do is hit that publish button and go live but always stand back. Take a mental break and come back to review your ad copy and creative later with fresh eyes. You’ll be surprised what you’ll pick up. (PS. Deliberate mistakes and errors can result in higher conversion rates. It’s a risky strategy and one I would only attempt after every other avenue was explored!) 

Facebook Ad Swipe File

Analyzing a Successful 3-Part Pre-Launch Strategy

So onto Jeff’s launch strategy. Jeff is running a 3-Part Challenge as a pre-launch for PLF Live.

At PLF Live, Jeff will offer Launch Club. 

This makes Countdown to Launch a pre-launch for the pre-launch of Launch Club.

The structure is as follows:

(JV, FB Ads, Email) > Countdown to Launch Opt-in > VIP Upsell ($47) > PLF Live ($397) > Launch Club ($12,000)

3 day live events are the #1 way to sell high-ticket programs. Since COVID forced people to move there events online, people across the board are seeing significant decreases in event costs, increases in events registrations and high conversion rates to their in event offers. 

The three primary methodologies for launching a virtual live event are webinar series, challenge or multi-part workshop.

Jeff is rolling out a multi-part workshop….but here is the interesting part. He isn’t just doing it once. He is delivering the workshop live and then rolling out a recorded version of it each week for 3 weeks up until PLF Live. 

This gives plenty of opportunity for his JV partners to pick the most opportune time to email and his team time to scale their Facebook Ad campaigns.

Here is an above the fold screen shot of the opt-in page.

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3 Elements To Inspire Your Opt-in Page:

  • Follow the proven model: There are 5 key above-the-fold components of an opt-in page. Headline, Subhead/Prehead, Image, Body Copy, CTA. Not alone is Jeff following the proven model structurally. He is following it from a copy perspective too. Free is used twice (Prehead & CTA). Clear primary promise (Launch Your Online Course, Member Ste, or Coaching Program). Make it feel easy (3 simple steps). Then the body copy backs up your claims and provides evidence as to how people will achieve the primary promise of your headline. Deviate from this model, and you risk a much lower conversion rate.
  • Make it easy: People are busy. They don’t read your copy. They scan it. I love how Jeff has highlighted key phrases and sentences using bold. This helps people take away 80% of the message in your copy at a glance without reading all the words. This is one of the reasons I love bullet points. Bullet points force you to say what you want to say concisely. They also draw the reader’s attention to the points and force them to slow down.
  • Mobile optimization: Below is a screenshot of the mobile version of the opt-in page. If you are running ads 60%-80% of your traffic will come from mobile. If you’re driving email traffic, your mobile percentage might be a little lower, but it will still make up over 50%. Look how Jeff moves the opt-in button up directly below the headline to make sure it shows up above the fold. If you download the pdf of the mobile opt-in page you will also notice the image has moved to the very bottom of the above-the-fold section from the desktop version. There is nothing worse to arriving on a mobile opt-in page and being hit with an image that takes up 75% of your screen. Ain’t no one got time to be scrolling past images on their mobile! 
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Launch Opt-in Page Swipe Files