Author: Micheal O'Neill

Boost Online Sales: Unveiling Sales Page Optimization

Micheal O'Neill

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.

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Sale Ads: Decoding Effective Ad Strategies

Micheal O'Neill

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”.  
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New A.I. Tools To Grow Your Online Busines

Micheal O'Neill

New A.I. Tools To Grow Your Online Business

Turn lecture slides to cheat sheets

Transforming lecture slides into cheat sheets is like turning a five-course meal into a deliciously deceptive snack – it’s all about condensing the important bits without losing the flavor!

>>> Read more

Stop wasting hours editing your audio

Quit playing ‘Whack-a-Mole’ with those pesky filler sounds, stutters, and mouth noises in your recordings! Let Cleanvoice’s AI handle the dirty work and free up your editing hours for more important tasks, like perfecting your victory dance.

>>> Read more

Don your mental superhero cloak and unlock your brain’s lightning-fast processing

It’s like having a witty robot sidekick who can explain complex concepts using pop culture references and metaphors that even your grandma would understand. 

>>> Read more

4 Steps To Crafting Effective ChatGPT Prompts

While many look at ChatGTP as a copywriting guru, it’s best to consider it a talented intern. It has massive potential, but without the right training and guidance, it will be as useful as a snowplow in the Sahara! Here are 4 steps to unlock ChatGTP’s genius….. 

  1. Identify the purpose and focus of the conversation. Before writing your prompt, it’s essential to have a clear understanding of what you hope to achieve through the conversation. Do you want to provide information, answer a question, or engage in casual conversation? By identifying the purpose and focus of the conversation, you can craft a prompt that is specific and relevant, leading to a more engaging and informative conversation with ChatGPT.
  2. Use specific and relevant language. To make sure that ChatGPT understands your prompt and can provide an appropriate response, it’s crucial to use specific and relevant language. Avoid using jargon or ambiguous language that may cause confusion or misunderstandings. Instead, strive to be as clear and concise as possible, using language that is relevant to the topic at hand.
  3. Avoid using open-ended or overly broad prompts. While it may be tempting to ask open-ended or overly broad questions in an attempt to get a more comprehensive response, these types of prompts can often result in disjointed or unfocused conversations with ChatGPT. Instead, aim to be as specific as possible in your prompts, defining a clear purpose and focus for the conversation.
  4. Review and revise your prompt. Before sending your prompt to the ChatGPT, take a moment to review and revise it to ensure that it is clear and easy to understand. Consider whether the language is specific and relevant and whether the prompt is focused and avoids ambiguity.

By following these steps, you can craft effective ChatGPT prompts that drive engaging and informative conversations. 

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Latest News 030223

Micheal O'Neill

L – Latest News

Facebook just dropped their quarterly Widely Viewed Content Report

Get ready to upgrade your ad game and learn the secrets behind Facebook’s distribution systems. Don’t miss out on this juicy intel!

>>> Read more

Google Ads is shaking things up with changes to their location targeting settings! 

Say goodbye to low-impact options and hello to a more intuitive targeting experience. If you’re looking to simplify your campaigns, read on to learn more about the changes and how they’ll affect you. Don’t miss out on the chance to improve your targeting game!

>>> Read more

LinkedIn is expanding their interest targeting options

So, if you want to easily reach your B2B audience with tailored content while their interest is still hot, don’t miss out on the chance to serve ads directly to people who may be ready to learn more about your product or services!

>>> Read more

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Launch Newsletter Issue #00038

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

Facebook just dropped their quarterly Widely Viewed Content Report

Get ready to upgrade your ad game and learn the secrets behind Facebook’s distribution systems. Don’t miss out on this juicy intel!

>>> Read more

Google Ads is shaking things up with changes to their location targeting settings! 

Say goodbye to low-impact options and hello to a more intuitive targeting experience. If you’re looking to simplify your campaigns, read on to learn more about the changes and how they’ll affect you. Don’t miss out on the chance to improve your targeting game!

>>> Read more

LinkedIn is expanding their interest targeting options

So, if you want to easily reach your B2B audience with tailored content while their interest is still hot, don’t miss out on the chance to serve ads directly to people who may be ready to learn more about your product or services!

>>> Read more

A – A.I. For Growth

Turn lecture slides to cheat sheets

Transforming lecture slides into cheat sheets is like turning a five-course meal into a deliciously deceptive snack – it’s all about condensing the important bits without losing the flavor!

>>> Read more

Stop wasting hours editing your audio

Quit playing ‘Whack-a-Mole’ with those pesky filler sounds, stutters, and mouth noises in your recordings! Let Cleanvoice’s AI handle the dirty work and free up your editing hours for more important tasks, like perfecting your victory dance.

>>> Read more

Don your mental superhero cloak and unlock your brain’s lightning-fast processing

It’s like having a witty robot sidekick who can explain complex concepts using pop culture references and metaphors that even your grandma would understand. 

>>> Read more

4 Steps To Crafting Effective ChatGPT Prompts

While many look at ChatGTP as a copywriting guru, it’s best to consider it a talented intern. It has massive potential, but without the right training and guidance, it will be as useful as a snowplow in the Sahara! Here are 4 steps to unlock ChatGTP’s genius….. 

  1. Identify the purpose and focus of the conversation. Before writing your prompt, it’s essential to have a clear understanding of what you hope to achieve through the conversation. Do you want to provide information, answer a question, or engage in casual conversation? By identifying the purpose and focus of the conversation, you can craft a prompt that is specific and relevant, leading to a more engaging and informative conversation with ChatGPT.
  2. Use specific and relevant language. To make sure that ChatGPT understands your prompt and can provide an appropriate response, it’s crucial to use specific and relevant language. Avoid using jargon or ambiguous language that may cause confusion or misunderstandings. Instead, strive to be as clear and concise as possible, using language that is relevant to the topic at hand.
  3. Avoid using open-ended or overly broad prompts. While it may be tempting to ask open-ended or overly broad questions in an attempt to get a more comprehensive response, these types of prompts can often result in disjointed or unfocused conversations with ChatGPT. Instead, aim to be as specific as possible in your prompts, defining a clear purpose and focus for the conversation.
  4. Review and revise your prompt. Before sending your prompt to the ChatGPT, take a moment to review and revise it to ensure that it is clear and easy to understand. Consider whether the language is specific and relevant and whether the prompt is focused and avoids ambiguity.

By following these steps, you can craft effective ChatGPT prompts that drive engaging and informative conversations. 

U – Uplevel Ads 

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

blank

  • 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”.  

    N – Now Launching

    Section 1 – Objection Crushing

blank
  • 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

blank
  • 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

blank
  • 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.

C – Conversion Psychology 

Want low-cost, high-quality, profitable leads… 

 

…that snap up your offers?

 

This is the most powerful psychological principle you can trigger.

 

It’s called Reciprocity and here’s how to use it…

 

  1. Reciprocity is the foundation of modern direct-response marketing. when someone does something nice for you, you naturally feel obliged to return the favor, right? 🤗 That’s the power of reciprocity in action! 💪
  2. Reciprocity is one of our deepest evolutionary instincts. One of the keys to our ancestors dominating the wild. The more benefit people got from the pack, the more they wanted to contribute 🦍
  3. Step 1 – Attract 🧲 – Share a high-value lead magnet. Design the lead magnet to solve a big problem. The Bigger the pain points the more attractive. The bigger the pain point, the more reciprocity triggered.
  4. Step 2 – Nurture 💆‍♀️ – Send opt-ins an email sequence showing them how to get the result they want. 5-7 emails are perfect. But remember no one cares about you. They only care about themselves and their problem. Help them solve it. 
  5. Step 3 – Mini-Offer 🤏- Make an offer for a mini product ($17 – $49). You’ve delivered value. You’ve demonstrated your understanding of their pain and how you can help them. You’ve earned the opportunity to make a small ask.
  6. Step 4 – Engage 😍 – enter them in your ongoing email sequence. Share client success stories and case studies. Show them that you care, understand, and want to help them. Make lodgements into your relationship bank account.
  7. Step 5 – Launch 🚀- Deliver a free masterclass or webinar. Build lots of anticipation and expectation in advance. Demonstrate you are the person to help them achieve their dreams. Max out reciprocity and make your primary offer. 

 

H – Hot Take

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This one doesn’t need an explanation….


Do it…..You know you want to…. https://godly.website

 

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 

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Latest News 230223

Micheal O'Neill

L – Latest News

Elon Musk is tweeting again, and this time he’s suggesting that Twitter might just open-source its algorithm next week! 

Who knows if it’s a joke, but if it’s true, get ready to be disappointed at first and then amazed as the algorithm improves rapidly.

>>> Read more

Experience the ultimate level of social media protection, visibility, and support with Meta’s new subscription bundle, Meta Verified. 

Say goodbye to account verification, security, and support worries—Meta Verified has it all. Plus, increased visibility and reach for your account for just $11.99 a month, it’s a no-brainer!  

>>> Read more

TikTok has released a new feature in their Creative Center – Top Products

With TikTok Top Products, you’ll be well-equipped to analyze, plan, and adjust your campaigns for maximum success. If you’re serious about marketing your business on TikTok, you must check out this amazing new feature.

>>> Read more

5 Ways to Use Stories to Sell Your Course Online

5 Ways to Use Stories to Sell Your Course Online

Micheal O'Neill
5 Ways to Use Stories to Sell Your Course Online

5 Ways to Use Stories to Sell Your Course Online

Long before Facebook ads and email… 

..in small tribes, elders would share stories around the fire.

It was how knowledge was shared and relationships built.

We have evolved, but storytelling is just as important today.

Here are 5 ways you can use stories to grow your online business.

  1. Make your clients the hero of your stories. Outline the challenges they faced, how they overcame them (with your help) and how their life is now different. You will get far more credit using this approach rather than shouting about how great you are.
  2. The Hero’s Journey framework is used by many hit movies. You can use it to craft compelling stories for you and your clients. The hero is called to adventure, meets a mentor, crosses a threshold and faces challenges, wins the battle and returns reborn called to help others.
  3. You need structure if you are going craft a compelling story that draws people in. Here are seven of the key elements: the hook, the premise, the characters, the inciting incident, the rising action, the climax, and the resolution.
  4. Some story models you can use are: before and after, overcoming obstacles, expert journey, case studies, behind the scenes. The key is to make sure your story is relatable, honest and authentic to your audience.
  5. For a story to be gripping the stakes need to be high. The best stories get to a point of conflict quickly. Create tension and drama to draw your audience in get them invested in the outcome. The best stories are the ones which your audience can see themselves in. 
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Sales Page Optimization: A Deep Dive into Design Strategies

Micheal O'Neill

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.

    Swipe:

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How to Optimize Retargeting Ads for Higher Conversions

Micheal O'Neill

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. 

Swipe:

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New A.I. Tools To Grow Your Online Busines

Micheal O'Neill

New A.I. Tools To Grow Your Online Business

Bring your wildest dreams to life without ever leaving your keyboard

With this text-to-video platform, you can create animations that will blow your viewers’ minds. So go ahead, let your imagination run wild – the only limit is your creativity.

>>> Read more

Turn your scattered thoughts into a coherent story in seconds 

Plus, with its AI-generated narratives and slides, you’ll feel like you hired a team of ghostwriters for the price of a latte. So why settle for mediocrity when you can have Elaborate.ai?

>>> Read more

Transform your pantry chaos into culinary creativity with this recipe generator

Turn those random ingredients into a delicious meal that will make even Gordon Ramsay jealous. So put down that burnt pot and pick up your phone – it’s time to join the Bad Cook Club.

>>> Read more