Membership Reviews - Mícheál O'Neill https://michealoneill.com/category/blog/funnel-and-ad-reviews/membership/ Helping you build a scaleable online business that enables you to live the life you want and create the impact in the world that only you can. Fri, 10 May 2024 08:54:11 +0000 en-US hourly 1 https://michealoneill.com/wp-content/uploads/2020/09/Asset-1@250-100x100.png Membership Reviews - Mícheál O'Neill https://michealoneill.com/category/blog/funnel-and-ad-reviews/membership/ 32 32 Inside an A++ Evergreen Membership Funnel https://michealoneill.com/inside-an-a-evergreen-membership-funnel/ Fri, 10 May 2024 08:53:23 +0000 https://michealoneill.com/?p=21377 Unlock the secrets behind an Evergreen Membership Funnel and learn the 60-second sales copywriting hook formula, discover a high-converting story-based ad format, and explore an A++ evergreen membership offer page. Swipe files included!

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Inside an A++ Evergreen Membership Funnel

Unlock the secrets behind an Evergreen Membership Funnel and learn the 60-second sales copywriting hook formula, discover a high-converting story-based ad format, and explore an A++ evergreen membership offer page. Swipe files included!
Inside an A++ Evergreen Membership Funnel

Here's what we have for you today

Your 60-second sales copywriting hook formula

Your 60-second sales copywriting hook formula

I love big-name copywriter funnels.

Yes, their copy will be awesome (you’d hope….right!).

But they’re close enough to the funnel game to have cracked their funnel structure too.

Let’s dive into a cheeky little membership funnel for one of the biggest names in copy.…

….Kevin Rogers – Copy Chief.

Discover How To Convert Skeptics Into Raving Fans In One Minute Or Less

 

A 60-Second Sales Hook… 

 

Need I say more?

 

Every marketer knows how important a strong hook is.

 

And most have spent hours trying to draft the perfect hook for an opt-in page or ad.

 

So yes the promise is clear and the problem being solved is a #1 pain point.

 

But what I love most about both the pre-head and headline is that it is timebound.

 

Now in the pre-header, it is time-bound for the subject. 

 

Your reader will be converted into a raving fan in one minute or less.

 

I read the headline as I will be able to create a sales hook in 60 seconds.

 

In both cases, we are being made feel as if this is a massive shortcut. 

 

It’s quick and easy and it removes a major pain point from our life.

 

And the real knockout punch is the quote from legendary copywriter John Charlton.

 

“Kevin is the GREATEST copywriter I know” 

 

This goes to show us that you don’t need a massive volume of social proof. 

 

You just need the right social proof.

 

Here’s the below-the-fold section. Painfully simple and impactful.

This page has instantly jumped into my top 5 opt-in pages I’ve reviewed.

It packs a punch but is simple and feels light.

There is some much you can take away from this for your opt-in page design.

Make sure you download the swipe files here:

Lead Magnet Opt-in Page Swipe File

 

A high converting story-based ad format

Yes, your ad copy should always focus on your audience.

 

But that doesn’t mean you can’t tell your story.

 

Especially when your story reflects the struggles and ambitions of your audience.

 

I love how this is almost a mini-hero’s journey story.

 

  • I was a dead broke comedian, 
  • I discovered a joke formula that works as a sales hook
  • I thought it to others
  • Now, I earn more in a month than I did in a year
  • And I would like to show you to do the same

 

We can all follow this storytelling approach in our ads.

 

What story are you going to tell?

 

And here is a bonus, super short-form ad from Kevin. 

This is next-level copywriting.

 

For every lead magnet and offer, our goal should be to distill it down into 1 sentence.

 

A sentence that positions our audience describes the problem that it solves and the transformation it provides.

 

So much pain and disappointment could be solved if online business owners did this exercise before they ever launched a promotion, campaign, or offer.

 

Facebook Ad Swipe Files

An A++ evergreen membership offer page

This is a low-key funnel. 

 

There is no big push or pressure on the upsell. 

 

In fact, after opt-in for the lead magnet you are redirected to a thank you page.

 

On the thank you page, there is a button to find out more about the membership.

 

If I had one point for testing on this funnel, it would be to send people directly to the offer.

 

For me, this doesn’t do any harm, but it maximizes your conversion surface area.

 

Such a huge part of marketing is understanding the fears and frustrations of your audience.

 

Kevin does a great job of this below the call to action button.

 

He lists the 3 major frustrations and then gives the reader the alternative.

 

And instead, you want to walk the proven path to becoming a CONFIDENT, RESPECTED, PRO COPYWRITER, whose calendar stays booked solid with qualified, collaborative clients who respect both the craft and the copywriter… then, please, read on…

 

A proven path – booked solid – qualified clients – respect.

 

4 massive things that copywriters are looking for.

 

None of this is fancy copy. Look at how simple it is.

 

It’s power is how it displays a deep understanding and intimate knowledge of his audience.

 

Take a minute to do this exercise for your business now.

 

  • What are the three biggest frustrations of your audience (1 line description)
  • What is the dream outcome for your audience? (2-3 lines)

 

This is 80/20, $10,000 per hour work.

 

Crack this and you go a long way to building a profitable and rewarding online business.

 

Offer Page Swipe Files:

 

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]]> Strategies to Offset Your Pre-Launch Webinar’s Facebook Ad Costs https://michealoneill.com/strategies-to-offset-your-pre-launch-webinars-facebook-ad-costs/ Fri, 26 Apr 2024 12:44:10 +0000 https://michealoneill.com/?p=21020 Discover effective strategies to cover the costs of Facebook ads for your pre-launch webinar. Learn how to maximize ROI and ensure profitability for your next membership launch.

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Strategies to Offset Your Pre-Launch Webinar’s Facebook Ad Costs

Discover effective strategies to cover the costs of Facebook ads for your pre-launch webinar. Learn how to maximize ROI and ensure profitability for your next membership launch.
Strategies to Offset Your Pre-Launch Webinar's Facebook Ad Costs

Here's what we have for you today

Mastering the Art of Membership Launch Ads

Well, look at what popped up in my Facebook feed today! 

There are two launches I get excited about every year…

One is Jeff Walker’s Product Launch Formula, and the other is Stu McLaren’s Membership Experience.

Now other launches may make more money, but these two are by far and away the best to learn from when it comes to applying the principles of launching.

Stu’s TME Launch is not scheduled until 20 April 2023, so imagine my surprise when an ad popped up on Facebook today.

Now before I delve into the ad and landing page there is a massive learning straight off the bat.

It’s 9 March today. The launch is not until 20 April. Stu isn’t focused on signing people up for his launch this early. No, he has created a long runway to test his ad copy, creative, and opt-in page conversion rates.

There are big challenges when it comes to running ads for a launch. By the time you have figured out your winning combo of ads and creative, the launch is over. It is incredibly hard to scale quickly and hit an attractive Cost Per Lead.

For any fixed-date event, there is an optimum window of time where you can start promotion and keep early registrants engaged.

Open registration too late, and you won’t have enough time to fill the event. Open it too early, and people will forget they have registered.  

2 weeks tends to be the sweet spot. But it is hard to scale an ad campaign to tens of thousands of $’s a day in just 2 weeks.

My reading of Stu going so early with his ads is to figure out the winning ads and run a couple of rounds of optimizations on the opt-in page. 

This means when it comes time to scale the campaign, they can do so cost-effectively.

Just to give you an idea of the scale of this campaign….

In total, there are 27 variations of ads in the Facebook Ad Library, which include the url membershipworkshop.com. These ads appear in between 4 and 15 ad sets. This is a significant test.

The best part of all is you have a ring-side seat for the next month and a half.

Ok let’s dive into the ads:

Ad Version 1 – Medium Form – TME Launch

3 Elements To Inspire Your Ad Campaigns:

  • This is such a simple ad. Simple is beautiful. Simple is effective. The ad targets one pain point and one pain point only. Cashflow and business stability. This is always a top 3 problem for an entrepreneur. Something that keeps Stu’s perfect-fit client awake at night. So here is my question for you. What is a “top 3” problem that keeps your perfect-fit client awake at night that you can help them solve? The bigger and more painful the problem you can solve, the quicker people will flock to you for a solution.
  • Hooks don’t always have to be crushing pain points or wild promises. Sometimes a simple pattern interrupt can do the trick. The simple “Hello there” is an interesting approach. Other ads published for the Membership Workshop open with “I’m Stu McLaren”… “What time is it???”…. “Patty started with a super simple idea.”. It will be interesting to see how these opening hooks fare over the duration of the campaign.  
  • The image is what drew me to review this ad. I love the screenshot approach. Almost everyone can test this option in their campaigns – My To-Do List – Complete the thing on offer. For an event / date-based launch, it also gives you an opportunity to prominently include the date. Notice how the action is transformative. Don’t just say download the lead magnet or register for the workshop. Paint the transformation someone will achieve when they take the action you prescribe. Oh, and a sneak two-for here! Notice the “all caps” FREE X 2. Free sells…

3 Elements We’d Test:

  • The URL in the body copy is formatted in bold and italics to draw attention to it, which is great. I would want to test if there was any uptake in the outbound click-through rate if this was entered as a live link. I always include at least one live link in the body of every conversion ad.
  • The headline Stu, Stu, Who The Heck is Stu? While interesting will possibly only resonate with people who know Stu. Now this version of the ad could be to warm traffic. It wasn’t one of the ads which appeared in 15 ad sets. However, I would test this ad with a headline that was focused on the avoidance of pain or attainment of pleasure. In this case, something like – Looking for more stability in your business? [FREE TRAINING] Proven Path To Membership Success
  • While the single line “hello there” is a pattern interrupt partially due to the empty space, I would test including more text directly after it. You only have 140 characters to convince people they should click on the “See more” and read the rest of your body copy. You want to make sure it packs a punch and gives them a reason to read on.

Facebook Ad Swipe Files

 

Crafting Effective Launch Opt-In Pages with an Upsell

TME Launch Opt-in Page

TME Launch Opt-in Page Pop-up

TME Launch Opt-in VIP Upsell

3 Elements To Inspire Your Landing Pages:

  • TME Launch Opt-in Page – Single page, everything above the fold, opt-in page here for Stu. If it’s good enough for Stu with a launch he will be hoping will bring in over $5mill, it can work for your launch. Brilliant use of scarcity and deadline – This live training only happens 1X a year. Notice FREE Workshop. Despite being a multi day training only the first date is mentioned. This keeps it simple and doesn’t drive people into overwhelm. 
  • TME Launch Opt-in Pop-up – Notice the inclusion of the phone number. Text message marketing is extremely powerful. Yes, there is a cost associated, but with Twillio’s low rates and high text message engagement rates, you will get a positive ROI.
  • TME Launch Opt-in VIP Upsell – An upsell is powerful from several perspectives. 1) it gives you an opportunity to scale your ad spend. At $47, it is somewhat realistic for Stu to break even on the costs of ads for his launch. This gives him massive confidence to scale his ad spend. 2) People who purchase a VIP package will be more like to engage with the launch. People who are more engaged will be more likely to buy. 3) The psychological principle of consistency means that people who have already paid an amount earlier in the process will be more likely to feel internally compelled to purchase when the primary offer is made for TME.

3 Elements We’d Test:

  • Paid launches are steadily rising in popularity. Those who have tested the model have seen far a far lower number of people partaking in their launch but get a far higher conversion rate during the launch and are reporting higher launch revenue. People have become used to opt-in for launches and then not taking part. It is a big scary test but one I would love to see on a launch of this scale.
  • I always test the text on the left and right sides of the page. There are two entrenched schools of thought on this. 1) your eyes always end up on the right side of the page, and this is where you should place the text. 2) your eyes scan the top of the page, hit the right side, and then travel diagonally from the top right-hand corner to the middle right in a Z pattern. Therefore your should place your headline along the top and your important text on the right side of the page. I have tested both and don’t have conclusive evidence for one approach or the other. I have seen switching sides, either way, result in a big jump in conversions, so it is always worth testing.
  • Getting a phone number is a good idea, but I would like to know how much it hurts the overall conversion rates. I would run 3 tests over a limited period of time: 1) no phone number collected 2) phone number on the secondary screen after opt-in 3) Phone number not optional. The real test is the impact on purchases for The Membership Experience. As a result, we want the opt-in sample sizes to be around the same size and be able to calculate the total spent per test.

Membership Launch Swipe Files

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]]> Take Your Membership Launch to the Next Level https://michealoneill.com/take-your-membership-launch-to-the-next-level/ Fri, 26 Apr 2024 12:00:28 +0000 https://michealoneill.com/?p=21006 Level up your membership launch strategy with expert insights and free swipe files that will help you elevate your approach to launching with confidence and success.

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Take Your Membership Launch to the Next Level

Level up your membership launch strategy with expert insights and free swipe files that will help you elevate your approach to launching with confidence and success.
Take Your Membership Launch to the Next Level

Here's what we have for you today

Crafting Powerful Facebook Ad Strategies for Free Training

Cool strategy this week from Stu McLaren. You may remember a couple of weeks agao I shared ads for his upcoming annual launch of The Membership Experience. 

If you are interested in experiencing a top level launch or you want to learn about growing an online membership I would strongly recommend you register for the this workshop. Sign up for Stu’s free Membership Guide here and you will join the launch.

Anyhoo, I was looking at how Stu’s ad strategy was evolving and I came across a little gem.

 3 Elements To Inspire Your Ad Campaigns:

  • Make Your Ads Valuable: Not alone does Stu do an excellent job of teasing the value of registering for the FREE training. He shares two funnels in the ad itself. But he doesn’t go into detail. He shares the snappy name, and then he demonstrates how people applied the strategy and the results they have achieved. This makes the promise of the lead magnet real, concrete and specific without making it sound sleazy or you’re making stuff up – “How to make 6 figures a month in less than a year”
  • Make Your Clients The Hero Of Your Story: Sharing your client’s success stories will instantly build your authority without sounding big-headed. This shouldn’t be something you only think of when you start to write your ad copy. Instead, you should be continuously recording and refining your client success stories. Your goal is to build a database of success stories to pull from when the need arises.
  • Keep Things Simple: 9 funnels are a lot. Your audience could flip quickly into overwhelm. But Stu does something brilliant at the end of the ad. He simplifies it. “But here is what I want you to do. Watch the video, then pick just ONE.” This flips any possible overwhelming to – “Surely 1 of the 9 funnels will definitely work for me.”

Facebook Ad Swipe Files

Conversion Optimization: Free Training Opt-in Page Strategy

“But wait”……. I hear you say. Isn’t Stu in the middle of his big annual launch? Why is he running ads to a separate opt-in? Well, this is where the strategy becomes interesting.

Here is the opt-in page you land on from the ad.

The primary promise here is clear. Register, and your will “Watch the Free Video Now”.

One of the big challenges running Facebook ads for a launch that happens in the future is delayed gratification. People opt-in, but they have to wait to have their problem solved until some time in the future and ain’t no one got time for that. I want all my problems solved right now (preferably without having to do any work!)

So let’s take a look at the opt-in thank you page:

Immediately after opt-in, people get an “upsell” to the free launch Workshop.

Even if they don’t take the follow-up CTA to save their seat on the Workshop, they will be added to the launch list and receive the launch email sequence.

One of the keys to pulling this strategy off is ensuring that the immediate freebie is closely aligned with the workshop topic. If you are interested in Funnels to grow your membership, you will also be interested in this Workshop.

Free Immediate Gratification > Free Delayed Gratification works on the same principle as Freebie > Mini Product. It takes resources to pull it off, and there is a chance that the conversion rate to the product being sold is lower; however, it should result in a lower cost per lead.

Opt-in Page Swipe Files

How to structure your Pre-Launch Workshop

You know we love nothing more than a good launch around here.

And they don’t come any better than Stu McLaren’s Membership Workshop launch.

Stu’s once-a-year launch is a masterpiece.

Let’s look at the lineup for Stu’s workshop.

Part 1 – The Membership Movement (Thursday, April 4 at 3 pm ET)

  • The 3 characteristics of a great membership market
  • Is your market suited to a membership?
  • A powerful tool to determine if your membership idea will flop or fly

Register for Part 1 Now

Part 2 – The Success Path (Monday, April 8 at 3 pm ET)

  • The simple but most important element of any membership site
  • The 4 real reasons why people will join your membership
  • What hooks your members to stay and keep paying month after month

Register for Part 2 Now

Part 3 – The Membership Blueprint (Thursday, April 8 at 3 pm ET)

  • Stu’s proven step-by-step for starting a low-stress, highly profitable membership
  • What you need to attract the right members and keep them for the long haul
  • The most important steps that can make or break any membership business

Register for Part 3 Now

If you want to attract leads or sell stuff online, you need to pay attention to this launch. 

A couple of weeks ago, we looked at Phase 1 – Launch Awareness.

Today, we’re going to look at Phase 2 – Pre-Launch Engagement.

Stu’s running with a traditional 3 part workshop launch.

Stu’s launch follows Jeff Walker’s PLF model closely with a couple of Stu’y tweaks.

If you’ve been online for over 5 minutes, you’ve probably experienced a PLF Launch.

The “explain it to me like I’m 5”, version of a PLF launch is 

  • Run 3 workshops over 3/7 days (Pre-Launch)
  • Then make an offer for people to join your program for 4/7 days (Open Cart)

Nice and simple in theory……..BUT……

The biggest mistake I see people (even experienced launchers) make is sequencing.

Just teaching 3 random topics in your workshop isn’t going to move people to buy.

Pay attention to how Stu structures and sequences his workshop topics.

Let’s put ourselves into the shoes of Stu’s perfect-fit client.

Maybe you have an existing coaching, service, or bricks-and-mortar business.

Or maybe you are working a 9-to-5.

You know you need to make a change. 

Maybe your cash flow is lumpy, or you’re sick of working 80 hours a week. 

You know there is a better way to make money and live your life.

You’ve heard of memberships before, but you are not sure if they are for you.

What’s your #1 question or pain point?

Can a membership work for me? Will my idea work? Do people want it?

And that’s exactly what Stu answers in his first Workshop.

We have to meet our perfect-fit client where they are. 

Stu goes all in on the big opportunity in Workshop 1.

Now, if you have bought into the opportunity, the very next question you’ll have is:

What will I include in my membership? Will people buy it? Will people stay in it?

And that’s what Stu covers in Workshop 2.

Then, finally, in Workshop 3, Stu outlines the entire process of building a profitable membership business.

So, in Workshop 1, we get people excited about the opportunity and show them it is possible for them to achieve. 

In Workshop 2, we show people how they could make that a reality and help them connect with what that reality would look like for them.  

Finally, we show them that we have a plan to get them from where they are today to where they want to go.

First, we’ve got to get our audience to commit to mastering the process.

Then we need to instill the belief that they can achieve the promised outcome.

And finally we demonstrate that we have a pathway to get them where they want to go.

No one does this better than Stu.

And if you want to see the master in action, so you can model his launch for yourself….

Make sure you don’t miss the first Workshop today:

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]]> Getting More Clients for Your Membership with Free Trial Strategies https://michealoneill.com/getting-more-clients-for-your-membership-with-free-trial-strategies/ Fri, 26 Apr 2024 09:52:03 +0000 https://michealoneill.com/?p=20982 Discover effective strategies to attract more clients to your membership site using free trials. Learn how to leverage the power of free trials to boost sign-ups and maximize membership growth.

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Getting More Clients for Your Membership with Free Trial Strategies

Discover effective strategies to attract more clients to your membership site using free trials. Learn how to leverage the power of free trials to boost sign-ups and maximize membership growth.
Getting More Clients for Your Membership with Free Trial Strategies

Here's what we have for you today

Ads for Mastermind: Insights into Effective Free Trial Strategies

Dean Graziozi is a multiple New York Times best-selling author, entrepreneur, and investor, best buddy of Tony Robbins, and one hell of a marketer.

Dean and Tony pulled off the biggest digital product launch in history in 2020 at the height of the pandemic with The Knowledge Business Blueprint.

This paved the way for Dean and Tony to launch Mastermind. Mastermind is an “all-in-one” online business-building platform and online business growth coaching product.

Let’s step inside Dean’s funnel for Mastermind, starting with his Facebook Ad:

 3 Elements To Inspire Your Ad Campaigns:

  • I like this opening – “Who else is looking for answers? Answers to the really hard questions, like -” Sure, it is vague, but it is curiosity building. Aren’t we all looking for answers? We want the opening lines of our ad to reel in our perfect-fit client. One powerful way to do this is to get them to answer a question and trigger a conversation in their head. Even getting your Perfect-Fit Client to say yes (or sometimes no) can lure them onto the edge of our slippery copy slope.
  • Dean then brings them deep into what those “hard questions” are. Notice how nothing in the ad so far talks about building a course or selling a digital product. Dean goes right to the core desires and pain points. The questions that keep his Perfect-Fit Client awake at night – Protecting loved ones – Become the person we know we wanna be – To thrive instead of survive. He’s connecting with the ultimate outcome first. If you can show people you can read their minds, they will believe your solution will get them what they want.
  • Your #1 mechanism for selling a SAAS Product is the free trial. Get people using your platform, and get them to invest time, effort, and energy in setting up and rolling out your solution. By the time it comes to the end of their free trial your goal is for their “sunk cost” effort to outweigh the monthly fee. Dean adds a brilliant twist. He charges $1. Dean is a direct-response marketer. He knows that people who go to the effort of pulling out their credit card will be more likely to follow through and take action. He also knows that it will trigger the principle of consistency, which means people who pay $1 will feel internal pressure to validate their initial commitment by signing up for membership. The icing on top. The $1 goes to charity. Who isn’t going to feel even better about themselves and the business they are dealing with when they are supporting a worthy cause through their actions.

Facebook Ad Swipe File

Demystifying a $1 Trial Mastermind Sales Page

Here is the above-the-fold section of Dean’s Mastermind $1 sales page. Make sure you download the swipe file and study the full page. Clean, simple, and filled with emotional and logical triggers.

3 Elements To Inspire Your Ad Campaigns:

  • For simplicity to work, your messaging has to be on point. In the words of Mark Twain – “I apologize for such a long letter – I didn’t have time to write a short one.” The headline simply lays out the primary promise – “Everything You Need to Finally Sell What You Know”. It helps that the Mastermind founders are two of the best know people in the online business and personal development space. Of course, you are going to trust that they know what you need and that they have the plan to help you achieve that. We meer mortals may need to try a little harder!
  • Talk about a knockout offer. You will give me access to “Everything I Need to Finally Sell What You Know”, worth over $4,022 per year, for 14 days for only $1, and that $1 will be donated to charity. How easy is that to say yes to?
  • “The path to success is to take massive, determined action.” Ok Tony. I better sign up now. Sarcasm aside, how can your messaging set your audience up for action. We can’t all be the world’s number 1 personal development guru. Still, we can use positive and negative positioning and quotes to orientate people toward action.

Sales Page Swipe Files

The post Getting More Clients for Your Membership with Free Trial Strategies appeared first on Mícheál O'Neill.

]]> How to Launch Your Membership with a Front-End Funnel https://michealoneill.com/how-to-launch-your-membership-with-a-front-end-funnel/ Fri, 26 Apr 2024 08:27:31 +0000 https://michealoneill.com/?p=20960 Learn how to successfully launch your membership site using a simple front-end funnel strategy. Discover the power of Facebook ads and front-end funnels to attract and convert your audience into loyal paying members.

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How to Launch Your Membership with a Front-End Funnel

Learn how to successfully launch your membership site using a simple front-end funnel strategy. Discover the power of Facebook ads and front-end funnels to attract and convert your audience into loyal paying members.
How to Launch Your Membership with a Front-End Funnel

Here's what we have for you today

Crafting Profitable Facebook Ads for Membership Site Owners

Let’s dive into a simple front-end funnel for Chalene Johnson.

InstaClub Hub is Chalene’s low-ticket always open offer. 

The primary promotion method is a $7 for 14 days, then $47 per month offer.

This is an excellent approach to create urgency and a deadline for an open membership.

3 Elements To Inspire Your Ad Campaigns:

  • A strong opening hook is vital. The job of the hook is to capture your attention. If you are interested in Instagram, discovering the secrets of the big influencers will immediately reel you in. There are many types of hooks: pattern interrupts, questions, problem solution, curiosity, controversy, fun/clever, story, and value. Experiment with them all and see what works best for you.
  • After the hook, Chalene answers two big objections – I don’t have time, and the Instagram algorithm changes all the time. Your audience has objections. It may seem counterintuitive but if you don’t tackle their objections openly they won’t take action. The trick is to turn their objections into the reason why they must do what you are asking. In this case – the algorithm is always changing – That’s why we give 1 hour LIVE training every other week.
  • Clever use of the video cover screen. The video is entertaining and has lots going on to keep your attention. The most interesting thing about the video is how they position the frame with the social proof. This frame plays 85% through the video but they have also positioned this as the cover screen which means that’s the still image people will see.

Facebook Ad Swipe File

Mastering the Art of Offer Page Conversions

3 Elements To Inspire Your Ad Campaigns:

  • A headline doesn’t get much clearer than this – Convert More Followers into Paying Customers and Build Your Business on Instagram® (All In Just 5 Minutes a Day!). It’s specific, it promises you’ll make more money, it speaks to a desired outcome, and it promises you’ll get all that in 5 minutes. How simple and beautiful.
  • Countdown timers create urgency. Everyone who lands on the page gets 10 minutes. Nothing happens after the countdown timer expires. 95% of people will never question it but will feel the pressure of the ticking clock. Makes sure all your promotions have deadlines that drive urgency.
  • A $7 dollar 14-day trial fits this offer well. Everyone will get a live call which if they attend I’m sure they will keep their membership. $47 per month is under the purchase and forget about the threshold. Many people will keep memberships like this on hand as an insurance policy just in case they need it in the future. I am not a big fan of free trials as it attracts tire kickers but tripwire-level flash sales are a good idea to test.

Offer Page Swipe File

 

The post How to Launch Your Membership with a Front-End Funnel appeared first on Mícheál O'Neill.

]]> How to Launch Your Membership with a Webinar Funnel https://michealoneill.com/how-to-launch-your-membership-with-a-webinar-funnel/ Thu, 25 Apr 2024 13:08:31 +0000 https://michealoneill.com/?p=20946 This is LAUNCH. We’re your lifeboat in the sea of online business. We keep you safe in the tsunami that is the digital world. Here’s what we have for you today.

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How to Launch Your Membership with a Webinar Funnel

This is LAUNCH. We’re your lifeboat in the sea of online business. We keep you safe in the tsunami that is the digital world. Here’s what we have for you today.
How to Launch Your Membership with a Webinar Funnel

Here's what we have for you today

Crafting Irresistible Facebook Ads to a Free Webinar

Simple ads work too….

Here is a very simple retargeting ad from Tracey Harris.

3 Elements To Inspire Your Ad Campaigns:

  • We do all the hard work to drive people to our launch opt-in pages with ads, but sometimes we need to remember the easy stuff. Based on the video script, “You were checking out registering for my Instagram mastery masterclass…” this is clearly a retargeting ad. Every launch should have a campaign that retargets people who visit the opt-in page but don’t register.
  • With a solid primary promise, you don’t need a complex explanation – 3 proven secrets for turning Instagram followers into paying customers.
  • [FREE] converts well. If you are offering a lead magnet, webinar, or launch workshop, always include at least one headline option with [FREE]. I’d bet good money it will outperform other similar headlines without it.

Facebook Ads Swipe File

Unlocking the Secrets of a Membership Launch

Today we’re diving into a launch by Tracey Harris for her Social Method Society.

The Social Method Society membership is AUD $70 (USD $45) per month with an annual payment option of AUD $700 (USD $456).

Tracey is using a 3 webinar launch strategy. 

This will see her repeat the same live webinar on Tuesday, Thursday, and Friday.

This can result in a very long open and complex open cart period.

A more common option is to run the 3 webinars over 2 consecutive days.

This compresses your open cart period and keeps your email strategy simple.

Tracey is using the Demio platform to deliver her webinars which gets a big thumbs up from us.

Here is a link to Tracey’s offer page:

https://tracyharris.co/join/ 

3 Elements To Inspire Your Ad Campaigns:

  • I love the headline structure – Why you are struggling to do {TASK} and {DESIRABLE OUTCOME}, and what to do instead. The copy and structure of the opt-in page are heavily influenced by Russel Brunson. 
  • “3 Secrets” is directly from Russel’s Perfect Webinar playbook, and the mechanism works. The number 3 is magic in marketing. It is the number of points we can hold in our heads and remember. 3 seems manageable and definitive, but there is enough “value”. It also gives the person opting in confidence that even if they are doing one or two of the points, there is still value in attending.
  • Nice use of the “Minus the overwhelm, anxiety, fear and wasted time” We normally see this as part of the headline formula “Get {Primary Desire} Without {Primary Frustration}. It’s a nice addition here as a stand-alone line.

Webinar Opt-in Page Swipe Files

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]]> Leveraging Lead Magnets for Profitable Membership Launches https://michealoneill.com/leveraging-lead-magnets-for-profitable-membership-launches/ Wed, 24 Apr 2024 12:34:47 +0000 https://michealoneill.com/?p=20799 Discover how to leverage lead magnets effectively for profitable membership launches. Explore strategies for optimizing lead magnet opt-in pages and crafting compelling Facebook ads. Learn from successful examples and gain valuable insights for maximizing your membership launch success.

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Leveraging Lead Magnets for Profitable Membership Launches

Discover how to leverage lead magnets effectively for profitable membership launches. Explore strategies for optimizing lead magnet opt-in pages and crafting compelling Facebook ads. Learn from successful examples and gain valuable insights for maximizing your membership launch success.
Leveraging Lead Magnets for Profitable Membership Launches

Here's what we have for you today

Simple Lead Magnet Opt-in Page for Your Next Launch

Not all opt-in pages need to be a work of art.

Especially if you are everyone’s favorite Rich Dad…..

…let’s take a look at Robert Kiyosaki’s crypto membership funnel.

Wait, did I just mention the disgusting “C” word. Hell yeah, I did.

And you better get used to hearing about it because 2021’s hot topic is about to resurface.

Anyway, that’s a topic for a different newsletter!

Robert started talking about crypto and, more specifically, Bitcoin in 2020.

That’s important when we come to some social proof on the sales page.

Robert definitely falls into the “expert” who makes money online.

Rather than the slick marketer who sells knowledge online.

As his name precedes him, he doesn’t need all the fills.

This is a super simple opt-in page built in Kartra.

3 Elements To Inspire Your Offer Page:

 

This is a basic page, but Robert hit the fundamentals –

  • Headline
  • Sub-head
  • Body + 3/4 Bullet points
  • Image
  • CTA

 

  • Headline

I love the headline “Decrypting Crypto”. 

Robert speaks to potential investors’ primary fear, frustration and desire. All in just two words.

 

  • Upside-down opt-in form

Traditionally, the opt-in form is below the body copy.

In this case, Robert keeps the form at the top of the right-hand column.

Looking at the page, the two big selling points are i) Robert Kiyosaki ii) free.

With a strong brand and clear offer, giving people the option to opt-in as quickly as possible is a great idea.

Something we can definitely test on our opt-in pages. 

Opt-in Page Swipe File

 

Decoding Facebook Ad Strategies for Lead Magnets

ad to lead magnet

3 Elements To Inspire Your Facebook Ads:

 

  • The power of questions

Questions work on many levels. 

Firstly, they engage the reader. 

We are conditioned to respond to questions. This is one of the great copywriting hacks.

If you match the questions in your audience’s head, they will instantly think you understand them and will feel drawn to you.

They start conversations in your audience’s head and lead them deeper into the rabbit hole.

“How do you begin to profit from them?” 

As a question, this is far more powerful than telling someone they could profit from Bitcoin.

 

  • Stoke the pain, promise the pleasure

Problem, problem, problem…..

But 

“It can be profitable once you understand them”

“It’s not hard once you learn the basics”

“…profit in the new world of crypto.”

Remember, an undisturbed prospect will not take action, no matter how glorious the positive upside is.

 

  • Make digital physical

If you are offering an eBook or digital product, it is always a good idea to depict it as a physical product. This may be in the form of a book or a box.

This makes the intangible tangible and increases the value proposition.

 Facebook Ads Swipe Files

 

Membership Sales Page Optimization Strategies

Membership Sales Page Optimization

3 Elements To Inspire Your Sales Page:

 

  • Quick links

There are 15 sections every sales page should have.

3 or 4 of these pages are high priority. Link to these pages from the header of your sales page.

Make it easy for a prospect to find the information they need.

Always have a header link to jump straight to the pricing block so people who are ready to buy can do so quickly.

Then FAQ’s, pricing, success path, and your bio are all possible sections to link to.

 

  • Social proof

Remember as I said above, Robert only started talking about Crypto in 2020. 

His membership now has 3,500 members paying $87 per month.

$3.65 million a year in 3 years is a spectacular growth rate.

The subtle inclusion of the 3,500 members and 5/5 Star Rating is a great use of non-testimonial social proof.

 

  • Highlight keywords

Use bold and color to highlight keywords and phrases.

No one is ever going to read your entire sales page.

Make it easy for skimmers to understand key messages and points.

Robert does this in the headline with “Biggest Wealth Transfer”

That’s the dream of Crypto. 

Every couple of generations, there is an opportunity to get in on the ground level of something big and for the small guy to win big. (or so, the dream is sold!)

This is the primary promise of the membership.

This membership will share the tricks and hacks to create generational wealth without starting with a trust fund.

 Sales Page Swipe Files

 

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]]> The Power of Paid Workshops for Membership Launches https://michealoneill.com/the-power-of-paid-workshops-for-membership-launches/ Wed, 24 Apr 2024 09:48:44 +0000 https://michealoneill.com/?p=20777 Discover the power of using paid workshops to launch your membership successfully. Learn how to leverage paid pre-launch workshops to increase the quality of leads, engagement, and conversions for your membership program. Explore strategies for crafting compelling workshop offers and optimizing your membership launch.

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The Power of Paid Workshops for Membership Launches

Discover the power of using paid workshops to launch your membership successfully. Learn how to leverage paid pre-launch workshops to increase the quality of leads, engagement, and conversions for your membership program. Explore strategies for crafting compelling workshop offers and optimizing your membership launch.
The Power of Paid Workshops for Membership Launches

Here's what we have for you today

How to Get Paid to Launch Your Membership

paid launch strategy

Who said you have to give stuff away for free to get leads?

Well, almost everyone, but that doesn’t mean you must follow it mindlessly.

And, here’s a “non-big name marketer” doing just that. 

Patty Palmer gives us a great example of how to get paid to launch your membership.

She charged a token fee of $37 for her 3 Day Virtual Workshop.

Does this mean that far fewer people register for your pre-launch workshop?

Absolutely….

Does this mean that far fewer people will sign up for your launch?

No, not at all….

The reduction in the quantity of people in your launch will be offset by the quality of the people.

Adding friction to registration means attendees will be:

  • better qualified
  • invested in learning and taking action
  • more interactive
  • more likely to get results
  • more likely to sign up for your membership/program

That all sounds great, BUT there is a word of caution.

It places a premium on your copy and offer for the pre-launch workshop.

Now, instead of making one offer, you’re making two. 

That means two sales pages. That means two email sales campaigns.

If you screw the pooch with your pre-launch offer, you’re in big trouble for your launch.

Now, to be fair, if you do a shitty job on the offer for your free workshop, you’re also in trouble.

But because it’s free, you have a little leeway.

With a paid pre-launch offer, you better sharpen your pencil and get down to serious copywriting.

Check out the offer structure for the paid pre-launch workshop in the swipe file. 

Patty does a great job of positioning her argument as to why people should attend.

Whether you are running a paid pre-launch or not, this is how you should think of your launch. 

Offer Page Swipe File

From Ads to a Profitable Launch

paid launch strategy

Simple hooks can work a treat.

 

The number one job of your hook is to get a response. 

 

People are conditioned to respond to questions. 

 

Here’s an opening hook everyone can use – “Ever caught yourself thinking this?”

 

The next line is crucial because it has to produce a big YES from your audience.

Another simple hook but highly effective hook is: 

“Curious about {primary desire}? But don’t know where to begin?

I like the next line Patty used. “Let’s take away the uncertainty and swap it for a plan.”

People are looking to you to take away confusion and overwhelm. To show them the shortcut.

People want to feel secure, and they are on the shortest path to success.

These two examples are far less complex than many of the open hooks we have studied.

But I am confident that these ads did great for Patty.

Oh and check out the swipe files to see how Patty structured the transformation people will achieve once they have registered for her paid launch. Top marks!

 Facebook Ads Swipe Files

 

Crafting an Irresistible Membership Offer Page

Membership Offer Page

This is a Waitlist version of the offer page. 

 

What captured my attention on this offer page was the Success Path description.

 

Being a disciple of Stu McLaren, Patty was always going to have a strong success path.

 

But how she worked it into her offer page is sheer genius.

 

First we have the introduction:

Membership Offer Page

Memberships are a tough sell. You’re often asking people to sign up for an: 

  • undefined length of time
  • undefined amount of money
  • undefined outcome
  • undefined timeline to outcome

 

A success path brings specificity to what can otherwise be a very abstract offer.

 

Dream It – Plan It – Teach It – Grow It

 

Simple, but as a prospective member, I instantly know the path I will follow.

 

But then there is the real knockout punch:

 

Want to see the wins you’ll celebrate at each stage?

 

Many people struggle with making concrete promises for their membership.

 

Patty nails it in a very simple and easy to understand way:

Membership Offer Page

Do yourself a huge favor, download and study this offer page.

There is solid gold here in creating a clear, concise, and compelling offer for a membership.

Membership Offer Page Swipe File

 

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]]> Profitable Launch Strategies for Membership Success https://michealoneill.com/profitable-launch-strategies-for-membership-success/ Fri, 19 Apr 2024 10:31:49 +0000 https://michealoneill.com/?p=20493 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.

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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

Here's what we have for you today

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.

 

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

 

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

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

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.

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:

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.




 

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. 


 

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


 

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.

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

 

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]]> How to Create a Profitable Evergreen Webinar Funnel https://michealoneill.com/how-to-create-a-profitable-evergreen-webinar-funnel/ Fri, 19 Apr 2024 08:38:05 +0000 https://michealoneill.com/?p=20453 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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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.
Here's what we have for you today

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.

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

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

February 2023 Ad v1

February 2023 Ad v2

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

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:

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