Author: Micheal O'Neill

Ads for Course Creators: Facebook Ad to Webinar Strategy

Micheal O'Neill

Ads for Course Creators: Facebook Ad to Webinar Strategy

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  • This week’s Facebook ad deep dive is for Stu McClaren’s Plan It Build It webinar funnel.

    It’s great to see an evergreen webinar funnel in the wild. Unfortunately, this endangered species has almost been driven to extinction. Let’s hope Stu can bring it back from the brink.

    Inspiration for your ads:

    • At just 73 words, this ad is short and to the point – Still classified as medium-form ad copy, but just about!
    • Shorter ads work better for people who are further along their problem-solution path. 
    • If you are retargeting, using Lookalike audiences, or have a very defined audience, medium-form ad copy converts well.
    • If you are targeting broader audiences who do not know you as well, you need more words to build trust, connect with their pain points and convince them that you can solve their problem.
    • Everyone likes to feel like they are in the “know”. The opening hook captures attention by creating curiosity.
    • “Psst… Let me let you in on a little secret.” This is a line you use as the opening hook for any ad.  
    • Again we can see the AIDA approach to ad writing in play.
    • “Big changes coming” triggers interest – what are the changes, and what will I miss out on if I don’t prepare for them.
    • This is followed by the Desire – “i’ll share what they are… tips to stay relevant and help people get better results.
    • Rounded out with the CTA – Save your seat.
    • It’s always a good idea to include a link to your landing page in the ad copy itself. In fact, we always aim for two links.

    What we’d test:

    • There are lots of areas for testing with this ad.
    • The primary promise of the webinar could be stronger.
    • Our optimization process always starts with the primary promise or offer.
    • You can’t “out-market” a poor offer. Even if that offer is giving something away for free.
    • People don’t want to “stay relevant” They want to grow their business, they want to make more money, they want to have a greater impact.
    • People don’t want tips. They want proven strategies, processes, or case studies. Tell them what works and what doesn’t work. 
    • If you are not confident enough to be bold with your claims, work to build a book of evidence to build confidence in your process.
    • Stu has an endless number of case studies and debriefs. Introducing these as the foundation for the 5 key trends would lend specificity and weight to the core promise.
    • After registration Stu gives you a workbook. I would test introducing this in the ad. You may get a small percentage of people who sign up just for the workbook and don’t attend the webinar but at least you have their email address and you can follow up with them in the future.

    Swipe:

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New A.I. Tools To Grow Your Online Business

Micheal O'Neill

New A.I. Tools To Grow Your Online Business

Get your course content written faster and more effectively with ChatSonic!

ChatSonic is the ultimate AI writing assistant for course creators. Forget manual writing; ChatSonic can create content that’s witty, irreverent and funny, all while producing high-quality content in no time. So why not trust the robotic writing masters and let ChatSonic do your writing for you? It’ll be a hoot – and you know it!

Make your courses unforgettable with VoiceQ’s AI-driven technology! 

VoiceQ is the perfect tool for course creators who want to make their content stand out from the crowd. With its easy to use AI-driven technology, VoiceQ can help you add a unique and humorous spin to your content that will delight learners and make your courses truly unforgettable.

The ultimate solution for busy course creators who want their content to soar to the top of search engine rankings 

Say goodbye to tedious keyword research and hello to Mai Tais on the beach while your optimized content brings in the millions. Why use Surfer SEO? Cause let’s be real, who wants to spend hours combing through keyword data when you could be sipping Mai Tais on a beach with a laptop, making millions with content that’s optimized to the max thanks to Surfer SEO.

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Launch Newsletter Issue #00035

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

Meta goes all in: Zuckerberg bets on AI and metaverse to reverse Q4 revenue slump

Zuckerberg is going all in on AI and the metaverse. Will the bet pay off or will he lose his shirt?

Google launched its AI chatbot tool “Bard” in an attempt to rival OpenAI’s ChatGPT

I would never bet against Google. Hell, they invested $300 million in OpenAI and OpenAI uses the language model Google developed to train ChatGTP. All the same…. They need a big play to keep up to speed with ChatGTP and Microsoft. Here’s what they are planning. 

Oh NO….Google AI chatbot Bard gets answer wrong in promo video… Not the start they were looking for…

Chat A.I. is not an all seeing Oracle. It’s a language model. It predicts the next string of words after being fed a previous string of words. It doesn’t know anything. But still Google should really have fact checked this promo video – Blushes all round…. and 9% wiped off its stock valuation.

Revitalizing social media with Artifact – A personalized newsfeed that revolutionizes discussions!

Like TikTok but for text. Not exactly the groundbreaking start up I would have expected from the founders of Instagram. And yet, here we are. Think of it like an algorithmic news feed. The longer you spend reading an article the more articles like that you are shown. There are some similar apps in Asia which have gone mainstream. It will be interesting to see how this plays out.

A – A.I. For Growth

Get your course content written faster and more effectively with ChatSonic!

ChatSonic is the ultimate AI writing assistant for course creators. Forget manual writing; ChatSonic can create content that’s witty, irreverent and funny, all while producing high-quality content in no time. So why not trust the robotic writing masters and let ChatSonic do your writing for you? It’ll be a hoot – and you know it!

Make your courses unforgettable with VoiceQ’s AI-driven technology! 

VoiceQ is the perfect tool for course creators who want to make their content stand out from the crowd. With its easy to use AI-driven technology, VoiceQ can help you add a unique and humorous spin to your content that will delight learners and make your courses truly unforgettable.

The ultimate solution for busy course creators who want their content to soar to the top of search engine rankings 

Say goodbye to tedious keyword research and hello to Mai Tais on the beach while your optimized content brings in the millions. Why use Surfer SEO? Cause let’s be real, who wants to spend hours combing through keyword data when you could be sipping Mai Tais on a beach with a laptop, making millions with content that’s optimized to the max thanks to Surfer SEO.

U – Uplevel Ads

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This week’s Facebook ad deep dive is for Stu McClaren’s Plan It Build It webinar funnel.

It’s great to see an evergreen webinar funnel in the wild. Unfortunately, this endangered species has almost been driven to extinction. Let’s hope Stu can bring it back from the brink.

Inspiration for your ads:

 

  • At just 73 words, this ad is short and to the point – Still classified as medium-form ad copy, but just about!
  • Shorter ads work better for people who are further along their problem-solution path. 
  • If you are retargeting, using Lookalike audiences, or have a very defined audience, medium-form ad copy converts well.
  • If you are targeting broader audiences who do not know you as well, you need more words to build trust, connect with their pain points and convince them that you can solve their problem.
  • Everyone likes to feel like they are in the “know”. The opening hook captures attention by creating curiosity.
  • “Psst… Let me let you in on a little secret.” This is a line you use as the opening hook for any ad.  
  • Again we can see the AIDA approach to ad writing in play.
  • “Big changes coming” triggers interest – what are the changes, and what will I miss out on if I don’t prepare for them.
  • This is followed by the Desire – “i’ll share what they are… tips to stay relevant and help people get better results.
  • Rounded out with the CTA – Save your seat.
  • It’s always a good idea to include a link to your landing page in the ad copy itself. In fact, we always aim for two links.

What we’d test:

  • There are lots of areas for testing with this ad.
  • The primary promise of the webinar could be stronger.
  • Our optimization process always starts with the primary promise or offer.
  • You can’t “out-market” a poor offer. Even if that offer is giving something away for free.
  • People don’t want to “stay relevant” They want to grow their business, they want to make more money, they want to have a greater impact.
  • People don’t want tips. They want proven strategies, processes, or case studies. Tell them what works and what doesn’t work. 
  • If you are not confident enough to be bold with your claims, work to build a book of evidence to build confidence in your process.
  • Stu has an endless number of case studies and debriefs. Introducing these as the foundation for the 5 key trends would lend specificity and weight to the core promise.
  • After registration Stu gives you a workbook. I would test introducing this in the ad. You may get a small percentage of people who sign up just for the workbook and don’t attend the webinar but at least you have their email address and you can follow up with them in the future.

Swipe:

N – Now Launching

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Hands up who loves a clean and simple webinar registration page. Here at Kelso Digital we are huge fans of clean. Stu sticks to the proven blueprint here:

Inspiration for your opt-in pages:

  • Stu follows our 5 Part Landing Page Formula – Headline, Sub/Pre Headline, Body Copy, Image & CTA
  • Selective use of bold draws readers’ eyes to certain points. When done correctly you should be able to scan the headings and bolded words and be compelled to register.
  • We like to keep bold sections to 3-4 words max. Remember their purpose is to help people quickly scan.
  • In text heavy pages like this I would also bold the following words – $100 billion – opportunity – selling and delivering digital products – incredible innovations – amazing results for you
  • By just scanning the headline and the words listed above, if you have a course or membership, you should be sold on attending.
  • Stu uses the trusty 3/5/7 in the heading. Specificity will drive conversions.

What we’d test:

  • I’m a huge fan of Stu’s and this isn’t his best funnel. 
  • The text on the page feels too blocky and hard to read.
  • Our 5 Part Landing Page Formula encourages people to use 1-2 lines of text and 3-4 bullet points to get your message across. Yes, you have to work harder to condense your message and keep its punch but you will be rewarded with higher conversion rates
  • The Register Now button is small and tucked away in a low eye traffic part of the page.
  • We would test flipping the image and the copy to opposite sides of the page
  • The blue button also blends in with the page. I would make this brighter so that it stands out more. Remember branding has nothing to do with on page conversions.

Swipe:

C – Conversion Psychology 

Unlock the Secret to Selling More Digital Products: 5 Proven Strategies that Trigger Commitment and Consistency

Hands up 🙌…if you want to sell more digital products.

Whether you want to reach more people… 

…or scale your sales from 6-7 figures… 

…use this principle to move people to action.

Here are 5 ways to trigger Commitment & Consistency.

  1. Use micro-commitments: People want to remain consistent with their previous decisions. Ask for small commitments before bigger commitments. This is why lead magnets and mini-front-end offers work. Even getting a “yes” when people read your copy is a win. 
  1. Use social proof: Use testimonials, case studies, and success stories to show how others have already committed to your course or membership. This can help to create a sense of validation and encourage others to do the same. Think of it as a domino effect.
  2. Use urgency and scarcity: Offer limited-time bonuses, early birds and limit the number of spots available. It’s all about creating a sense of exclusivity, FOMO and making people commit before they miss out.
  3. Use free trials or money-back guarantees: Nobody likes to take a big risk. A free trial or money-back guarantee reduces the perceived risk of committing to your course or membership and encourages people to give it a try.
  4. Use outcome statements: Communicate how your course or membership aligns with the personal values and goals of your audience. Show them how you will help them achieve their goals. This will make your offer feel consistent with their past decisions and actions.

H – Hot Take

You don’t always have to do it on “hard mode”. Every day ask yourself the question:

  • What would this look like if it was easy?
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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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New A.I. Tools To Grow Your Online Business

Micheal O'Neill

New A.I. Tools To Grow Your Online Business

From a presentation zero to a presentation hero 

Say goodbye to boring slide decks and hello to professional presentations in seconds. With just a few clicks and no credit card required, you’ll be ready to impress with your newfound presentation prowess

The future of video creation has arrived! 

Say goodbye to hiring a crew and renting a studio, with Yepic you can turn your text into a professional video in just 4 easy steps. Choose an avatar, type your script, customize it and voila! Get your video ready in minutes. Try it now with a 14-day risk-free trial.

Get ready to unleash your inner Spielberg with Pictory’s Video Course Creator! 

This bad boy takes the boring out of creating courses by letting you edit videos with text, choose from 3 million+ stock assets, and brand your content like a boss – all in minutes! Say goodbye to shaky camera shots and hello to lightning-fast productivity.

Ad Copy Secrets for Course Creators

Persuasive Ad Copy Secrets for Course Creators

Micheal O'Neill
Ad Copy Secrets for Course Creators

Persuasive Ad Copy Secrets for Course Creators

Ever wonder why some copy grabs you and compels you to action?

One of the strongest psychological triggers you fire is LOSS AVERSION. 

Here’s the 30 second overview of what it is and how to use it…

  1. So, what is loss aversion? It’s the idea that we’re more motivated to avoid losses than to acquire gains. The fear of losing something is more powerful than the desire to gain something. Twice as powerful to be exact (we’ll do more to avoid losing $500 than make $1,000) 
  2. How do you use this to your advantage? Simple – communicate the potential losses from inaction clearly in your copy. Don’t just focus on the benefits of your course or membership; focus on the problems or struggles people will face if they don’t sign up.
  3. Facebook ads? Highlight the loss of valuable information, skills, or resources if someone doesn’t follow through with your CTA. Opt-in pages and sales pages? Focus on the loss of time, money, or opportunity.
  4. Email copy? Use subject lines that focus on a specific problem or challenge your audience faces. Like “Unlock the solution to [problem]” or “Say goodbye to [problem]” “Eliminate [problem] for good”.
  5. And don’t forget to use social proof – testimonials or success stories – to show the losses people avoided by taking action. Like “John saved $10,000 by enrolling in our course” or “Mary went from dead-end job to thriving business owner 3 months after joining” 
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Latest News 230202

Micheal O'Neill

Here’s the skinny on the new Facebook updates

We’re only 30 days into 2023, and Facebook have already released 4 updates to the ad platform. Here’s an overview of all 4 updates and thier impact on you the advertiser. 

>>> Read more

Don’t sleep on Twitter ads… In Elon we trust!

It’s like they read our minds and knew we needed a way to reach those high-intent Twitter users. So, if you’re an advertiser on Twitter, don’t miss out on this opportunity to step up your game and get your message in front of the right people at the right time. 

>>> Read more

Capture email address direct from your Instagram profile

Instagram just added a new ‘Lead Form’ option to your IG business profile CTA buttons, giving you new ways to caputre emails from youor profile. You can now choose between a standard data collection CTA or add custom questions to better understand your followers and gather more information for follow-up and planning. 

It’s time to check your IG CTA options and see how you can use this new feature to your advantage!

>>> Read more

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Launch Newsletter Issue #00034

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

Here’s the skinny on the new Facebook updates

We’re only 30 days into 2023, and Facebook have already released 4 updates to the ad platform. Here’s an overview of all 4 updates and thier impact on you the advertiser. 

Don’t sleep on Twitter ads… In Elon we trust!

It’s like they read our minds and knew we needed a way to reach those high-intent Twitter users. So, if you’re an advertiser on Twitter, don’t miss out on this opportunity to step up your game and get your message in front of the right people at the right time. 

Capture email address direct from your Instagram profile

Instagram just added a new ‘Lead Form’ option to your IG business profile CTA buttons, giving you new ways to caputre emails from youor profile. You can now choose between a standard data collection CTA or add custom questions to better understand your followers and gather more information for follow-up and planning. 

It’s time to check your IG CTA options and see how you can use this new feature to your advantage!

A – A.I. For Growth

From a presentation zero to a presentation hero 

Say goodbye to boring slide decks and hello to professional presentations in seconds. With just a few clicks and no credit card required, you’ll be ready to impress with your newfound presentation prowess

The future of video creation has arrived! 

Say goodbye to hiring a crew and renting a studio, with Yepic you can turn your text into a professional video in just 4 easy steps. Choose an avatar, type your script, customize it and voila! Get your video ready in minutes. Try it now with a 14-day risk-free trial.

Get ready to unleash your inner Spielberg with Pictory’s Video Course Creator! 

This bad boy takes the boring out of creating courses by letting you edit videos with text, choose from 3 million+ stock assets, and brand your content like a boss – all in minutes! Say goodbye to shaky camera shots and hello to lightning-fast productivity.

U – Uplevel Ads

This week’s deep dive: Don Millar’s Business Made Simple Coach Certification Funnel! 

So buckle up buttercup and let’s explore a multi-million $$$$ funnel.

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  • What to copy:

    • Don’t be afraid to experiment with short ad copy. I always start my campaigns with short, medium, and long-form ad copy. Having reviewed hundreds of Don’s ads, he is a fan of short/medium form copy.
    • Drafting short-form copy forces you to distill your primary promise into its most potent form. I start with short form and then expand rather than cutting down my long-form copy.
    • Don opens with a question, this is a good hook mechanism. It instantly positions your audience and grabs their attention. The questions speaks to the primary pain point of most coaches.
    • Raising a counterintuitive / countercultural point is a useful copy mechanism to provoke interest. I love how simple Don’s message is here – exposing the build it, and they will come fallacy.
    • Great use once again of the 3/5/7 Secrets/Steps

    What we’d test:

    • Overall this is a solid ad. I have no doubt it is converting well for Don. A word of caution, however, if you don’t have Don’s brand and guru status, you may need to work harder.
    • There is very little in the way of transformation in this ad. Profitable, sustainable growth is abstract. I would test copy that connects with the life a Business Made Simple Coach would like to live.
    • While the ad calls out the primary pain point, it could be more powerfully positioned through a story. For example, tell the story of a coach or even from Don’s early days in business when he didn’t have a proven process or model to follow.
    • Insert a quote from a frustrated coach who was struggling to make ends meet
    • The CTA is wrapped up with the primary promise. I would prefer to split these out and add an additional line with a more prominent CTA. People need direct instruction. Tell them the steps they need to take. 
    • Go negative with the headline – Avoid These 3 Mistakes

    Swipe:

    N – Now Launching

    The funnel structure is:

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What to copy:

  • This is a very simple above the fold opt-in page
  • The CTA is clear
  • Outlining the “on-demand” nature seeks to appease peoples need for immediate gratification

What we’d test:

  • Unusually Don uses video on the opt-in page. I would test versions with and without video. In my experience video ont he opt-in page reduces conversion reates.
  • The Business Coaches Cheklist PDF, eventhough valuable, is confusing and leads people in another direction. Stick to one call per action per landing page. I would test a seperate funnel for the checklist or inlcude the checklist as a bonus for registering for the webinar.
  • Deliver a proven curriculum is a strong proposition. Scale your coaching business and get serious results for your clients are vague. Either the topic for the webinar needs to change or more specific hooks need to be found to explain how coaches lives will change once they have implemented what they learn in this video.
  • Add a subheadline, 1-2 lines of text and 3-5 bullet points in place of the video to get coaches excited about will be possible for them registering.

Swipe:

C – Conversion Psychology

Want the secret sauce to getting more leads and sales?

Ever wonder why some copy grabs you and compels you to action?

One of the strongest psychological triggers you fire is LOSS AVERSION. 

Here’s the 30 second overview of what it is and how to use it…

  1. So, what is loss aversion? It’s the idea that we’re more motivated to avoid losses than to acquire gains. The fear of losing something is more powerful than the desire to gain something. Twice as powerful to be exact (we’ll do more to avoid losing $500 than make $1,000) 
  2. How do you use this to your advantage? Simple – communicate the potential losses from inaction clearly in your copy. Don’t just focus on the benefits of your course or membership; focus on the problems or struggles people will face if they don’t sign up.
  3. Facebook ads? Highlight the loss of valuable information, skills, or resources if someone doesn’t follow through with your CTA. Opt-in pages and sales pages? Focus on the loss of time, money, or opportunity.
  4. Email copy? Use subject lines that focus on a specific problem or challenge your audience faces. Like “Unlock the solution to [problem]” or “Say goodbye to [problem]” “Eliminate [problem] for good”.
  5. And don’t forget to use social proof – testimonials or success stories – to show the losses people avoided by taking action. Like “John saved $10,000 by enrolling in our course” or “Mary went from dead-end job to thriving business owner 3 months after joining” 

H – Hot Take

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Hahahhahah… Nice one Charlie! 

But seriously, what story are you telling yourself that is keeping you from making progress?

What you do matters. 

Keep going.

The world needs you.

Micheal

 

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 230126

Micheal O'Neill

Want to know the secret to TikTok’s success?

It’s not just the dancing, lip-syncing, and comedic skits- it’s the fact that advertisers can’t get enough of it. Even during a slowdown, ad spending on the platform continues to rise, proving that TikTok is the future of advertising, and you don’t want to miss the train. 

Read this article to find out why TikTok is taking over the ad world and how you can hop on board..

>>>> Read more

It’s time to step up the game, Google

Google is feeling the heat from OpenAI’s ChatGPT, because they’re planning to launch over 20 AI products this year, including a demo of their own search chatbot. Looks like they’re finally ready to play with the big dogs. 

But let’s hope they don’t release any AI’s that will try to take over the world…again.

>>>> Read more

Hold on to your hats, folks! 

Facebook is changing the game with their latest update to Accounts Center. They’re renaming “people” to “Account Center accounts” in their Ad metrics. But don’t worry, they’re not changing the math, just the name. 

So, don’t panic, just read the blog post and be ahead of the curve.

>>>> Read more