Author: Micheal O'Neill

Webinar Funnel Strategies That Work

Webinar Funnel Strategies That Work

Micheal O'Neill

Webinar Funnel Strategies That Work

Explore effective strategies for crafting high-converting webinar funnels that drive engagement and boost sign-ups. Learn actionable insights and proven tactics to optimize your webinar funnel for maximum success.
Webinar Funnel Strategies That Work

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Winning Ad Copy for Webinar Opt-in Conversions

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

Facebook Ad Swipe File

Driving Webinar Opt-in Excellence for Coaches

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.

Webinar Funnel Swipe Files

 

Strategies for High-Converting Quiz Funnels for Coaches

Strategies for High-Converting Quiz Funnels for Coaches

Micheal O'Neill

Strategies for High-Converting Quiz Funnels for Coaches

Discover proven strategies for crafting high-converting quiz funnels tailored specifically for coaches and online course creators. Learn how to optimize your lead generation process and drive more qualified leads to your coaching business.
Strategies for High-Converting Quiz Funnels for Coaches

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Crafting High-Converting Quiz Opt-In Pages

The goal is never to get the cheapest leads possible.

Your objective is to attract the people with the highest likelihood of purchasing your offer at the most financially beneficial rate possible.

$0.50 leads are great and all but if they don’t purchase you are throwing money away.

A $50 lead may make your eyes water but if they convert you would take them all day.

In funnel marketing we spend a lot of time focused on removing friction from our prospects.

In high ticket sales, especially if there is a need for a sales call we may want to add friction.

If you are going to invest time talking to someone you want to make sure they are qualified to purchase your high ticket offer.

Namely they have the financial means, will and motivation to take action and purchase.

Here’s a very simple high ticket, book a call funnel from Ruari Fairbairns and the team over at One Year No Beer.

quiz opt-in pages

They really followed the blueprint with this headline.

  • Position the audience

Instantly you can tell whether or not this offer is for you. 

Are you an entrepreneur or high-achieving professional?

If yes, read on. If no, keep moving.

The qualification process has also begun. If you are an entrepreneur or high-achieving professional you will probably have the budget for the program. 

  • Identify the primary pain point

Do you struggle with your drinking?

If yes, read on. If no, keep moving.

  • Identify the dream outcome

Would you like to have effortless control over your drinking? 

If yes, read on. If no, keep moving.

  • Timebound

You can have your result in just 8 weeks

  • Without the primary frustrations

In a counterintuitive spin they declare – without giving up alcohol.

Well that will pique readers attention.

And then the elephant in the room – without willpower.

Here’s the formula……

How {position primary audience} go from {primary pain} to {dream outcome} in just {time frame} without {primary frustrations}

Let’s look how we can spin something up for your next opt-in or offer page in the A.I. Growth Prompt below.

Opt-in Page Swipe File

 

Optimizing Facebook Ad to Quiz Funnel

Facebook Ad to Quiz Funnel

The AIDA copywriting technique is employed beautifully here.

ATTENTION

The language is a bit wooden for my liking. 

“Discover the path to regain your power over your drinking habits in 8 weeks”

Often simple copy will convert better.

“Discover the simple formula to control your drinking habits in 8 weeks”

In this case I think the second paragraph would serve as a better hook.

What if I told you could control your drinking habits WITHOUT saying goodbye to your beloved wine evenings forever?

INTEREST

Introducing stats, figures, studies or intriguing approaches will capture people’s interest.

Especially if it demonstrates how they can avoid their primary pain or achieve their desires.

We can also see the positioning kick into full force here with “we’ve assisted 100 ambitious business-owners, entrepreneurs”

This could be made even more appealing by including an odd number like 107 or 197.

The word over makes me question if they have indeed helped a hundred people or do they even know how many people they have helped.

DESIRE

The desired section will normally be the longest part of your ad.

Here you can introduce short client success stories or as the OYNB team did explain what these 100+ people experienced.

You want to position yourself as a guide but I never like seeing the word “guide” in ad copy.

From:

As an experienced guide who has empowered thousands of women worldwide

To:

I’ve helped hundreds of women all over the world shift their relationship with alcohol and I can assure you….

ACTION

I’ve found that including in copy links will increase your outbound CTR. Don’t leave it to the very end of the ad to include a link and don’t rely solely on the “Learn More” button.

Within the AIDA framework I like to include a link early in the copy after the Interest section or early in the Desire section.

Many experts argue that in the age of TikTok people don’t read copy and that short ads are the way to go.

I disagree, nearly all of my best performing ads for knowledge commerce are medium to long form.

However, if someone reads the first line of an ad and is ready to go, I want them to see a link and click it. 

 Facebook Ads Swipe File

 

Optimizing the Book-a-Call Sales Page for Course Creators

Book-a-Call Sales Page
Book-a-Call Sales Page

Making headline claims specific and tangible is one of the activities I spend a lot of time with my clients.

It’s a real struggle, especially with personal development offers to give people specific outcomes.

But it doesn’t mean you shouldn’t try.

I would love to see optimal health and peak performance defined.

The problem is OYNB can’t tell people they will double their profits or cut their marathon time by 35 minutes.

Sometimes this happens because people try to uplevel the problem they are solving and make  their deliverable broader.

It is easy to say – 

Quit Drink In 8 Weeks And Never Look Back

People don’t want to quit drinking, they want what’s possible when they quit drinking.

This is a never ending cycle, however, on the OYNB sales page the proposition is anchored in the second section where Complete Control is defined.

Perhaps even the words Complete Control could make the headline stronger as a unique mechanism.

“Discover the Complete Control Method to unlock optimal health and peak performance in your business, well-being and life in just 8 weeks.”

 Sales Page Swipe Files

 

Optimizing Your Book-a-call Funnel for Conversions

Optimize Your Book-a-call Funnel for Conversions

Micheal O'Neill

Optimize Your Book-a-call Funnel for Conversions

Discover proven strategies for optimizing your book-a-call funnel to maximize conversions and drive sales. Learn actionable insights and techniques to enhance engagement and increase the effectiveness of your coaching business's lead generation process.
Optimizing Your Book-a-call Funnel for Conversions

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The Ultimate Book-a-Call Opt-In Page Template

Here at L.A.U.N.C.H. we believe simple is beautiful.

And, it doesn’t get any more simple than this Taki Moore “book-a-call” funnel. 

{Sidenote: The full funnel is built on GoHighLevel. I’m using GHL with several clients and I love it. More and more people in KnowledgeCom move to GHL. Watch this space!}

Let’s take a “taki” look at the opt-in page:

“book-a-call” funnel

Immediately you are hit with a big social (results based) proof claim. 

151 coaches have used this to cross the $1million mark since 2011.

You might not have as big a claim to make but what claims can you make.

The more concrete the better – “151”, “+$1m”, “2021”.

They say a picture paints a thousand words and it’s definitely true in this case.

What’s in the picture is not as important as demonstrating you have a system or process.

Attract, Convert, Deliver is hardly rocket science but stick a few ™’s around sexy titles and you are off to the races.

And then, just cause you can’t leave it to chance… 

Taki spells out exactly what you get when you watch the 6 min demo.

3 highly desirable outcomes – clients every day – 80% close rate – 2 offers for recurring revenue

Just 61 words in total.

Book-a-call Opt-in Page Swipe Files

Facebook Ad to Book-a-Call Funnel Using the PAS Framework

When used properly the PAS Framework is as sweet as Luo Han Guo.  

What’s PAS? – Problem Agitate Solution 

And, don’t forget when using PAS in your ads to stick a CTA at the end!

No sour faces here in L.A.U.N.C.H. HQ when we reviewed Taki’s ad copy this week.

Facebook Ad to Book-a-Call Funnel

Identifying problems people are facing isn’t negative or manipulation.

It’s meeting them in their world and showing them you understand.

Being able to put your finger on your audience’s top of mind pain points is a superpower.

As a coach I can either relate to or fear everything in Taki’s opening list.

A ninja trick Taki could use to scale is to draft a unique opening hook for each pain point.

This would give Taki 6 ads from one. Run them head to head and scale the winners.

Ok back to the copy….

People are lazy and they get comfy doing what they’ve always done.

If you want them to take action you can just rely on pointing out their pain points.

That’s where the agitated part comes into play. 

If you don’t solve your problem this is what the future could look like. 

Fans of Tony Robbins will recognize this from his Dickens Process.

Once we have people invested in eliminating their pain points we then show them the solution.

I love how Taki has ™’d The System…. Really, I’d love to see you argue that.

But most people confuse ™ with R. You can stick ™ after anything to make it look important.

And this isn’t an hour long webinar. It’s just 6 minutes. Even better. 

“I’m going to see everything I need to solve all my issues and build an unstoppable coaching business in just 6 minutes. Sign me up….”

As silly as it sounds, this is what people want. So give it to them. 

Make it easy for them to take one step forward.

Facebook Ad Swipe Files

Book-a-call Funnel – Mastering the Art of Conversion

book-a-call opt-in page

The ultimate in simplicity. 

Headline, 7 min video and a button to book a scale session.

The bulk of the video are case studies of coaches Taki has helped cross the +$1m mark.

Before people take action they need to believe you can help them, you have a process, and they can achieve the outcome you promise.

Case Studies are a fantastic way of ticking all 3 boxes.

Book A Call Video & Registration Swipe File

Proven Tactics for Course Creators' Book-a-Call Funnels

Proven Tactics for Course Creators’ Book-a-Call Funnels

Micheal O'Neill

Proven Tactics for Course Creators’ Book-a-Call Funnels

Discover proven tactics to optimize book-a-call funnels for course creators, driving conversions and maximizing sales opportunities. Unlock strategies to enhance engagement and boost your business's growth potential.
Proven Tactics for Course Creators' Book-a-Call Funnels

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Persuasive Facebook Ad Tips for Course Creators

Controversy gets attention.

And no one causes controversy on Facebook and Instagram like Aleric Heck.

Aleric has a YouTube ad agency and coaching program.

And he loves pointing out that YouTube Ads are superior to Facebook Ads on…..

Yep, you’ve guessed it Facebook and Instagram.

Let’s dive into one of his ads.

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Then we move into the body of the ad.

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This is where things start hotting up. This section is clear, concise, and compelling. Each point is an answer to an objection that someone may have getting started with Facebook ads. 

 

More stuff isn’t the goal. It’s how you layout your argument and leave no objection unanswered to make saying yes a “no-brainer” decision.

 

But the creative is where this ad comes alive…

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First Aleric positions the audience: COACHES.

I’m not a fan of including “Attention Coaches” in the first line of ad copy, but I do like calling them out directly in the image.

And then the hammer blow – YouTube Ads Beat Facebook Ads Everytime.

This is highly evocative, especially as the ad is on Facebook. There is no question but this ad is going to draw lots of attention and comments.

Facebook ads Swipe File

Optimizing Your Book-a-Call Funnel for Conversions

The ad above leads people into a book-a-call funnel for Aleric’s YouTube Ads coaching program.

Let’s start off with the opt-in page.

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Simple single-screen structure with all info above the fold.

 

Headline, body copy, form, image, and CTA. AKA my favorite layout.

Remember, the goal is to get qualified people to book a call.

 

Including the phone number and industry will reduce the on-page conversion, but it will increase the quality of people entering the funnel.

 

I love the “Free Bonus Gift”. 

 

Remember, people don’t know they have entered a book-a-call funnel.

 

Aleric positions the call as the free bonus. This is a wonderful reframe, which will work a treat. 

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On the next page, Aleric tells you the Free Bonus is worth $850. 

 

He doesn’t disclose this on the landing page, as he doesn’t want people who are only interested in getting $850 of free stuff.

 

Remember, people don’t know that the free bonus is a strategy call yet.

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On the final step of the funnel Aleric tells you what your $850 free bonus is….

….A YouTube Ads Implementation Call with an Advisor.

At this stage, Aleric has 

From Step 1:

  • Name
  • Email
  • Mobile
  • Business type

From Step 2:

  • Current monthly revenue
  • Desired monthly revenue
  • Monthly ad spend

Even if people don’t book a call at this stage, they have more than enough info to follow up and make a compelling case for you to sign up for their coaching program.

Oh wait…… I have to dash…… my phone is ringing…. I wonder who it could be!

 

Book-a-call Opt-in Page Swipe Files

How to Build a High-Converting Book-a-Call Funnel for Your Coaching Business

How to Build a High-Converting Book-a-Call Funnel for Your Coaching Business

Micheal O'Neill

How to Build a High-Converting Book-a-Call Funnel for Your Coaching Business

Discover the essential steps to craft a high-converting book-a-call funnel for your coaching business. Learn proven strategies and techniques to attract more clients and maximize your sales opportunities. Unlock the secrets to creating irresistible Facebook ads that drive engagement and new coaching clients.
How to Build a High-Converting Book-a-Call Funnel for Your Coaching Business

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Attention-Grabbing Open Loops in Facebook Ads for Coaches

Michael Hyatt is one of the few “gurus” who has successfully transitioned from a personality-based business to an independent brand.

Over the past few years, he has transistioned from Michael Hyatt & Co. to Full Focus.

But this doesn’t mean he can’t use personality in his ads

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What an opening to an ad.

 

  • An open loop is established with the first line and a direct call out to the avatar. Everyone wants to know what their “Achilles Heel” is. Especially as most people’s Achilles Heel’s high in plain sight. In our AIDA framework, with just 8 words, we can tick off the “A” for attention.
  • Then boom….. I had a heart attack. But this is amplified by the specificity – August 2022. From an AIDA perspective, this builds massive Interest and lures us down the slippery slope. To build our interest, Michael then draws us in with his story leading to his hear attack.

 

The ad then continues…..

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Micheal tells you that he thought he was doing everything right. Working out and eating properly, but there was a hidden sub-particle that caused his heart attack. He then transitions, asking you if there is a hidden sub-particle in your business that could lead to it blowing up. The solution….. Take my assessment to discover the hidden traps that could kill your business.

This is such a smart ad copy. 

Word of warning:

No matter how attention-grabbing the intro is, I don’t recommend causing yourself a heart attack to give you copy ammunition.

But you can certainly apply this to lesser-impact outcomes.

 

Facebook Ads Swipe Files

Strategies to Attract More Coaching Clients for Your Business

Let’s look at Michael’s simple Book-a-Call Funnel structure.

The final product being sold is one-on-one coaching with a Full Focus Coach who has been trained in Michael’s methodologies.

The goal of the funnel is to get you to book a call.

The starting point is a Business Health Assessment.

Once the assessment is completed, you are then offered a free Business Growth Coaching Call.

Let’s break down the steps:

 

Assessment Opt-in Page

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The assessment grades your business across 7 key metrics and helps you “Unmask hidden profit killers in only two minutes” to give you clarity on the health and scalability of your business. The promise is clear and unambiguous. After just 2 minutes, you will get your results and, with it, have identified what is holding you back from scaling.

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On your assessment results page, you are asked to schedule a results call. Book-a-call funnels and assessments are made to go with each other. The biggest problem I have seen with the book-a-call funnel is the purpose of the call doesn’t align with the next steps of the person opting in. With an assessment, you can offer a deep dive into the results, plus from a sales perspective, you have all the data you need to close the person into a coaching program.

Every program, membership, or course should be broken down into 5-7 key areas. For each area, you should have a description of what excellent, good, average, and poor look like. Building an assessment to ask people which description best describes their reality is simple using a quiz builder like surveyfunnel.io. 

Book-a-call Opt-in Page Swipe Files

Copywriting Strategies for Webinar Conversions

Copywriting Strategies for Webinar Conversions

Micheal O'Neill

Copywriting Strategies for Webinar Conversions

Learn effective copywriting strategies for boosting webinar conversions. Discover proven techniques to craft compelling webinar copy that captivates your audience and drives action.
Copywriting Strategies for Webinar Conversions

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How to Capture Attention and Increase Conversions with Ad Copy

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What to copy:

  • This ad has a text book implementation of the A.I.D.A approach to copy.
  • First, it captures Attention simply and effectively – “Getting a nudge that a side hustle is in your future? ✨”. Talking to a future dream of your audience is a great opening hook for an ad.
  • This instantly positions your audience. It lets them know they are in the right place.
  • The attention is maintained by describing key elements of the future dream. Getting into specific details – “finest pair of yoga pants”, “Investing your time in your dreams instead of someone else’s”, “feeling excited to check your bank account”. 
  • When you describe, in detail, your audience’s deepest dreams, you draw them into your story and set them up to want to take the action you desire
  • Next up is the Interest section. People find stats and numbers interesting. This is also a good section to establish authority. Amy achieves this by telling us she started her side hustle 13 years ago and has helped 46,000 entrepreneurs build the business of their dreams.
  • In addition to provoking interest, Amy establishes authority but also provides us with social proof.
  • Great use of emojis throughout the ad. Emojis make the ad more exciting and easy to read. Avoid overuse, but a liberal sprinkle of well throughout emojis will increase your ads’ conversion rates.
  • Scarcity established with “new limited-time course”
  • Next, Amy builds Desire. I love this line – “Ready to trade daydreams for a proven step-by-step process for less than it costs to order take out on your lunch break?”
  • From fluffy to concrete – daydreams to a proven step-by-step process. People want proven step-by-step processes. This is a phrase we use a lot in our ad copy to great effect.
  • “less than it costs to order take out on your lunch break”. Every time you can position a cost relative to a perceived low-cost daily item, it will increase conversions.
  • And finally, Action. Amy is very clear about what people get once they register, the timelines to delivery, and a bonus that answers the specific objection of “I don’t know how to quit my job”. The two link sandwich is an approach we implement in most ads. Give them a direct Call To Action, reiterate some key elements of the offer, and then provide another call to action.

You can download the ad copy and creative for your swipe file here: 

 

Facebook Ad Swipe File

Mastering the Art of Upselling in Book Launches

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This is the above-the-fold screen grab of Amy Porterfield’s Side Hustle Success Path Free Masterclass. This is part of Amy’s, Two Weeks Notice book launch.

To support her book launch, Amy created a low-ticket, but comprehensive online course called the Side Hustle Starter Kit. 

Two thumbs up for this strategy as it will serve as a bonus and an upsell profit maximizer on book sales. 

It also serves as a way to capture the email addresses of people who buy the book from retail outlets and online stores. This will allow Amy to proactively build her audience through her book sales and maximize the LTV of book purchasers.

What to copy:

  • I love simple, clean opt-in pages. Amy follows the formula here. Pre-head > headline > 1-2 lines body copy > CTA.
  • Notice how small the logo is. Even though Amy is a big brand, the logo is tiny and does not distract from the one and only action people should take on this page
  • In all the tests we have run, removing the logo has increased conversions, especially if they are more prominent.
  • I love the CTA in the top header. Eye-tracking experiments have shown that almost all visitors to the page will scan that second of the page immediately. It is arguable that the only reason they included the logo on the left side was to fill the space in the head to facilitate the CTA. If that is the case, I am on board 👍.
  • The pre-head immediately connects with the pain – “undervalued & overwhelmed”. This is the purpose of avatar research. It is less important to know the age and demographics of your audience than to know how they feel disrespected and their primary pain point.
  • Amy is a “positive marketer”, but look how she introduces the pain subtly.
  • The body copy packs punch – 5 Signs You’re Ready to Start a Side Hustle – Use of odd number between 3 – 7 ✅. She is clear on the audience for this Masterclass. Don’t fudge the lines. Pick a specific persona and answer their big concerns
  • …for more Flexibility, Financial Freedom, and Fun. Illeteration and rythming works. Anywhere you an work it into your copy do. People love it.
  • …(Even If You’re short on Time and Have No Idea Where to Start). This is a great framework for opt-in pages and copy in general. (Get something big your really want) without (big objection or thing that’s holding you back)
  • If you are not testing a professionally taken photo of you on your opt-in pages you should be.​​

What we’d test:

  • The CTA buttons are weak. We would test making them more prominent in size and colour
  • The CTA phrase “Save My Seat” could be improved. In tests we have found that transformative CTA’s get a higher conversion reate – Start Your Side Hustle →
  • There is no urgency in the body CTA. We would test including words like “Now” and “Today”
  • A sticky header. Having the “Save My Seat” button in the header is great. We would test making the header sticky so when you scroll down you always have an option to register.
  • Urgency is missing from the opt-in page. This is a pre-recorded masterclass but people still need a reason to act now. We would test adding some reason for people to register today.
  • The opt-in form converts everything to upper case. This is only a small element, however, this may lead to some drop off in conversions. A common belief amongst people is that capital letters make a difference when in email addresses. People will try to uncapitalize them. This is an unnecessary friction. We would revert to lower case
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You can download the landing page for your swipe file here: 

Offer page swipe files

How to Sell Your Course Through Webinars

How to Sell Your Course Through Webinars

Micheal O'Neill

How to Sell Your Course Through Webinars

Learn effective strategies for selling your course through webinars. Discover tips for crafting compelling webinar opt-in pages, maximizing Facebook ads, and optimizing offer pages to drive sales.
How to Sell Your Course Through Webinars

Here's what we have for you today

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Free Workshop Opt-in Page Optimization

4 weeks ago, we reviewed a Challenge Funnel from Marisa Murgatroyd.

You can check out that funnel review here:

It’s always interesting to see how people stack launches. 

The high-level overview of her Challenge Funnel was:

 

  • (Lead Magnet) 
    • The 20 Most Profitable Online Course Mega-Niches
  • (Challenge) 
    • Crack Your Course Idea

Now we have her Signature Product Funnel:

  • (Free Workshop) 
  • (Signature Program) 
    • Experience Product Masterclass – Skyrocket Your Income With A New Kind Of High-Impact Online Course
Free Workshop Opt-in Page Optimization

Do me a favor. I know you are busy, but take 10 minutes for a simple exercise.

Step 1 – Study Marisa’s Roadmap

  • Put yourself in the shoes of someone who wants to start an online business. What is keeping them awake at night? What is the first problem they face….
  • Problem 1 – What’s a good topic for my course? 
  • Solution 1 – The 20 Most Profitable Online Course Mega-Niches
  • Problem 2 – Ok I know my niche but how do I come up with my “Big Idea”
  • Solution 2 – Crack Your Course Idea Challenge
  • Problem 3 – How do I make sure my course is profitable
  • Solution 3 – Free Workshop – Ultra Profitable Course
  • Problem 4 – How do I scale my course?
  • Solution 4 – Experience Product Masterclass

Notice how each stage solves the #1 top-of-mind problem for someone at that level.

Then, the solution perfectly positions them to step to the next level.

Step 2 – Map Your Perfect-Fit Client’s Journey From Nubie to Master

  • Pick someone at the very start of their journey. What’s their #1 problem?
  • Once they have solved that problem, what’s the next challenge they will run into
  • What are all the stages and steps (problems they need to overcome) to get from where they are today to where they want to be? 

Step 3 – Map Your Value Ascension Roadmap

  • What can you offer (free and paid) at each level to help them solve the problem they face and prepare them to take their next steps?

This could be the most valuable 10 minutes you’ll ever spend in your business.

Opt-in Page Swipe File

Course Creator Strategies – Ad to Free Workshop

ad to free workshop

Sometimes, it’s best just to give people all the information they need to decide up front.

 

There is an interesting touch here promoting two workshops per day over three days at different times.

 

This will maximise the number of people attending at least one of the sessions.

 

However, it may mean that fewer people will attend all three sessions.

 

I would love to see Marisa’s data on % of attendees who view all three sessions.

 

I love the simplicity of the ad format:

  • Hook (self-interest – your course sells)
  • Details (it’s convenient)
  • No. 1 reason you should attend
  • What you’ll learn
  • Why you should register now
  • CTA

 

Oh and just because you’ve delivered the workshops doesn’t mean you have to stop your ads.

 

The “Access All Areas” pass is a great reason to run ads to your opt-in up to the last day or two of your launch.

ad to free workshop

In fact often, these ads will perform better because of a sense of immediate gratification.

Facebook Ad Swipe Files

Avoid Common Pitfalls and Optimize Your Offer Page

offer page

I hate the word “Skyrocket”. It’s meaningless waffle. 

It doesn’t give your audience any indication of the measure of the transformation possible.

Overall I am not a fan of the headline. 

It lacks any form of specificity or transformation. 

But weak headlines will be overcome when you have a large, loyal, well-primed and positioned audience.

I do love Marisa’s support and FAQ section at the very top of the page.

It’s clear one of the key questions they get is….”What is an Experience Product?”

As “experience product” is vague it makes sense to answer the question right away rather than leave it as an unanswered objection in the mind of your audience.

Offer Page Swipe Files

Profitable Launch Strategies for Membership Success

Profitable Launch Strategies for Membership Success

Micheal O'Neill

Profitable Launch Strategies for Membership Success

Unlock the secrets to profitable launch strategies for membership success in this comprehensive guide. Dive deep into proven techniques for building anticipation, creating buzz, and maximizing conversions. Whether you're a seasoned pro or just starting out, this post will equip you with the tools and insights you need to launch your membership with confidence and achieve lasting success.
Profitable Launch Strategies for Membership Success

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How to Craft Successful Launch Strategies

The key to a successful launch is having a rabid audience that’s whipped into a frenzy.

An audience waiting impatiently for an opportunity to buy something from you.

So the question becomes, how do we whip our audience into a buying frenzy?

The answer; We show them a future so good it makes their wildest dreams look dull.

It might sound easy, but it’s not.

The key is painting a future beyond their wildest dreams that they believe they can achieve.

Sure, we can make massive promises, but how do we make people believe this time will be different? 

How do we show them this time they will get the promised results?

We do this by: 

  1. Understanding their current pain points and frustrations and what’s stopping them from moving forward
  2. Being able to speak accurately about their primary goals, dreams, and ambitions. 
  3. Showing them a set of simple steps to take them from where they are to where they want to go.
  4. Proving you have a proven framework to get them to where they want to go.
  5. Proving you are the person they want to lead them to where they want to go.

Let’s dive into Stu’s funnel.

Most launch funnels start with the promotion of a pre-launch workshop or webinar.

Stu starts well in advance with not just 1 lead magnet but multiple lead magnets.

The lead magnets align with the awareness and experience levels of the different avatars who will go onto to purchase his course.

Looking through the Meta Ad Library, I have found 4 different lead magnet offers:

 

This is aimed at the least aware people. 

They like the idea of an online business but have no idea where to start.

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This is aimed at people who have considered membership and who Stu wants to get excited about the revenue opportunity of launching their membership.

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This is aimed at people who are ready to launch their membership and want to discover the best way possible to do it.

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This is aimed at existing membership site owners who want to scale and grow and existing membership.

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These clearly line up with the 4 potential avatars:

  • Can I leave my 9-5 or build an online business?
  • I want to launch an online business, but will I make enough money?
  • I have an idea for a membership, but how do I launch it?
  • How do I scale my membership?

 

If you have a digital offer, you are going to have multiple avatars who will purchase.

 

How are you supporting each of them based on where they are today?

 

How are you showing them that you understand their pain points and their primary frustrations?

 

How are you tailoring your messaging to show them that you understand their primary goals and desires?

 

Each of the 4 lead magnets lead beautifully into the:

 

 

This is Stu’s pre-launch workshop leading to his course – The Membership Experience.

 

After people opt-in for any of the lead magnets they are immediately offered a seat on the Membership Workshop.

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This is a great example of meeting people where they are, giving them a tiny step to take that solves a key pain point, and then giving them a simple next step to take.

Do yourself a favour and click on any of the links above and register for Stu’s Membership Workshop. You won’t be disappointed!

Opt-in Page Swipe Files

Workshop Opt-ins: Advanced Facebook Ad Techniques

Running Facebook ads to a fixed date launch workshop in the future normally increases  your cost per lead.

The biggest reason for this is delayed gratification.

People want to feel all their problems will be solved when they hit the submit button.

Waiting for a live workshop decreases this feeling and lowers your conversion rate.

Lining up immediately available lead magnets in front of your launch workshop will both decrease your front-end cost per lead and increase your workshop opt-in rates.

When someone takes action towards a goal by opting in for a lead magnet, there is an immediate dopamine hit.

If that is followed by a free offer that takes them one more step closer to their goals, the dopamine wave will carry them to opt-in before they can even think about it.

But even if it doesn’t, you now have their email address and the opportunity to get them excited about your pre-launch workshop.

Let’s take a look at Stu’s ads for each of his lead magnets:

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This is where we start to see the real power of having multiple lead magnets.

 

Stu can customize his ad copy to target the specific challenges and fears of that avatar.

 

The amazing thing about Meta is it can hunt down and display ads to people who are in this phase.




 

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We can see Stu stepping up his messaging in this ad to talk more about the potential of your membership business.

 

Calculators are fantastic lead magnets that produce low CPLs and are massive link-building SEO assets. 

 

If you are just considering memberships as an option talking about 6, 7, or 8-figure businesses will not resonate with you. 

 

But it’s sure to capture people’s attention who have put some thought into their membership. 


 

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Again, we see the progression in the copy from calculating how much you could make in your membership to creating and scaling your membership.


 

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And finally, to existing membership site owners. 

And the real key to business growth – Retention.

 

Facebook Ads Swipe Files

Monetizing Pre-Launch Workshops: VIP Upsell Mastery

But Stu doesn’t kick back and put his feet up there. 

There’s money to be made before he even launches his course.

More and more, the big launchers are moving towards liquidating the cost of their ads before they open the doors to their paid products.

In this case, Stu has a lovely little $47 VIP upsell package for his free pre-launch workshop. 

Once you opt-in for The Membership Workshop you are offered a VIP Fast Pass.

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Like all good upsells, it offers a shortcut.

In this case a shortcut to go from learning to implementation to quick, profitable results.

“Start building your membership with confidence”

 

VIP Upsell Swipe Files

 

Maximizing Sales Page Conversions with Facebook Ads

Maximizing Sales Page Conversions with Facebook Ads

Micheal O'Neill

Maximizing Sales Page Conversions with Facebook Ads

Discover expert strategies for maximizing conversions on your sales pages using Facebook ads. Learn proven tactics to drive targeted traffic, engage your audience effectively, and boost sales for your course or membership. Unlock the potential of Facebook advertising to optimize your sales page conversions and achieve greater ROI for your business.
Maximizing Sales Page Conversions with Facebook Ads

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Facebook Ad Strategies for Increased Sales and Conversions

Buying high-quality traffic is not the challenge.

The challenge is crafting an offer that converts at a profit.

This week we are looking at a campaign from Susie Moore.

Susie is currently in the middle of a webinar launch.

When I went looking for her ads, I got a surprise.

Susie’s entire ad library focused on her evergreen launch.

Most ads have been live since Nov 2022. (AKA these ads are killing it!)

But that wasn’t the surprise. Check out the Now Launching section for the surprise.

So enough chit-chat. Let’s get down to the ad copy.

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I had to pick this ad as it features my good friend Andrew Woodward. What up Woody!

Social proof is one of the strongest psychological conversion tools we can use. 

Social proof takes many forms.

In this ad (as in 90% of her other ads) Susie uses the before and after frame.

It provides social proof that Susie’s methods work. 

And more importantly, paints a picture of what someone’s life looks like after her program.

First the ad connects with the frustration and the pain.

“Andrew was about to give up on his financial coaching business” 

(never let the truth get in the way of good ad copy!)

Then he took my program, and now this is how his life has changed.

The real trick with transformation is to make it as specific as possible.

Susie does a great job of connecting media exposure to the ultimate goal….

…increased conversion rates and sales….

Facebook Ads Swipe Files:

 

High-Converting Evergreen Webinar Strategy

Let’s leave the “Live Launch” to one side for a moment.

The first thing I noticed about the ads was how long most of them had been running for.

A couple were published in July 2023 but the majority of ads had been running since Nov 2022.

This is a sign that the ads are killing it.

But my surprise came when I clicked the link in the ad to access the webinar replay.

I was expecting to land on an opt-in or webinar registration page.

But I landed on a sales page with the webinar replay video at the top.

This is a 1h 33m webinar.

Susie has her ads split into top-of-funnel and bottom-of-funnel.

The top-of-funnel ads drive people to the sales page. 

The ads running from November 22 retarget people who have visited the sales page.

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This isn’t for the faint hearted.

Driving cold traffic from Facebook to a $497 offer is HARD.

Don’t even attempt this if the conversion rate for your offer isn’t off the charts.

My guess is the webinar completion rate is low. It’s just the lure people to the page.

You need to have a knock-out offer and killer copy to pull this off.

Swipe Files:

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How to Create a Profitable Evergreen Webinar Funnel

Micheal O'Neill

How to Create a Profitable Evergreen Webinar Funnel

Discover expert strategies for creating a profitable evergreen webinar funnel. Learn proven tips to maximize revenue, optimize for profitability, and drive sales and course enrollment. Craft an effective strategy to boost membership sign-ups and maximize ROI with your evergreen webinar funnel.
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Decoding Success in the Evergreen Webinar Ad Strategy

Let’s talk about the evolution of a Facebook Ad. 

The biggest mistake we see advertisers make is not testing enough ad variations. 

Today instead of reviewing a single Facebook Ad, I want to take you behind the scenes and show you the evolution of a Facebook Ad.

The Ad in question is for James Wedmore’s front end webinar funnel 

The first version of this ad was published in August 2022. 

There is a valuable lesson here in its own right. You are better focusing on scaling one funnel instead of building many funnels. Many large online businesses have been built on the back of just one lead magnet.

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In December 2022 an updated variation of this ad was published.

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Then in February 2023, we see a host of new ad variations published. I have chosen two for you below:

February 2023 Ad v1

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February 2023 Ad v2

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Inspiration for your ads:

  • If you find a winner, ride it all the way home (until it collapses and dies!) Despite testing multiple versions the fact that James is still running an ad from August 2022 means that it is outperforming the latest tests.
  • Facebook is not always rational! Even inferior ads (copy and image) can outperform superior ads if Facebook gets into a groove and finds the perfect segment of an audience. Never make any changes to an ad that is performing well.
  • It is important to test different themes. We can see all of the above ads are leading people to the same point from different directions. When starting out with a new campaign I like to come up with at least 4 different themes. These themes are then tested over time.
  • Look at the ads. Which do you think will convert best? In the long run I am sure the February ads will outperform the earlier ads. “..flying off the shelves” is not a stong proposition. “Your Sales Page isn’t converting because it contains AT LEAST 1 of these 5 Major Mistakes” is soooo much more powerful.
  • Your “X” isn’t “Y” because its making AT LEAST 1 of these “#” major mistakes” is an opening hook that can be adapted for almost any ad.
  • I avoided emojis for a long time in my ads, however, cringy as they may be, they work. Especially in opening two lines of the body copy. My hypothesis is that they act as a pattern interrupt while people are scrolling rather than people loving emojis.
  • You can’t natively bold text in Facebook ads. However, if you use a service like: https://yaytext.com/ you can enter you text and apply hundreds of effects. Again this will make your ad stand out.

Facebook Ads Swipe Files:

 

Evergreen Webinar Funnel – Opt-in Page Optimization

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A little bit more “happening” on this opt-in page compared to the last few we have reviewed. 

For the 3rd week in a row (and not by design) we are reviewing an evergreen webinar opt-in page. 

Now remember a good opt-in page is a good opt-in page whether you are getting people to sign up for a webinar, launch workshop, lead magnet or newsletter. The language may differ but the conversion principles remain the same.

 Inspiration for your landing page:

  • Let’s zoom out for a second. If you have a digital product or program (or are thinking about launching one) you know how important your sales page is. With this webinar James is solving a top 1% problem for online business owners. This is an incredibly smart play. Oftentimes the success of your funnel will be dictated before you ever draft a line of copy for your opt-in page or ads. Choose wisely. What’s a top 1% problem for your audience?
  • A personal photo. Eyes connecting with the audience and smiling. This is my go to starting image for an opt-in page. Also notice how James finger leads your eyes directly to the “Register Now” button.
  • We are hit straight away with “>>>>> FREE TRAINING!<<<<<”. Now some people argue that “Free” attracts a certain kind of person but the conversion stats don’t lie. Including free in both Facebook ads and landing pages can increase your conversions. As with everything testing is important but I like to start with free and then test it’s absence rather than the other way around. 
  • This is a strong headline “5 Sales Page Hacks” – We have specificity in the 3,5,7,9 series which you know I’m a fan of. Everyone wants a short cut, they want a guarantee that all their dreams will come true, immediately, without doing any work. “Hacks” promise all this in one word. Again there is a certain type of person to whom hacks will appeal. But it is the vast majority of people.
  • The sub head paints the desired future outcome – “get your digital program or product into the hands of thousands” – “high-converting sales page”
  • “You’re About to Discover” What you will discover is much more powerful than “What you will learn”. It makes it sound exciting and an adventure. It is also future paces you past registering. It is a soft form of an embedded command.
  • How my client Erika made an extra $30,000 simply by adding this one element to her sales page is the strongest line on the page. You need to hunt for results like this in your business to use them for this very purpose. This one line could sell the webinar in it’s own right. 
  • This is an evergreen webinar so there is no time deadline. The next best psychological trigger to a deadline is scarcity. As this is evergreen, using “limited seats” is questionable, however, I am sure there is a cap on the maximum number of concurrent users on the system.  

Webinar Opt-in Page Swipe Files: