We’re diving into a cracking little funnel this week…

…a case study in solving a primary pain point or desire keeping your audience awake at night.

And backing up your claims with very specific metrics.

Remember, the more specific your promise is, the higher the conversion rate.

Let’s look at this Front End Mini Product Funnel from One Peak Creative.

Nathania Stambouli has taken the yoga world by storm with her Yogi Flight School.

Yogi Flight School is a perfect example of solving a very specific top-of-mind issue.

Nathania teaches people how to do arm balances and inversions.

Will a beginner yogi be interested in this? No.

Will every experienced yogi be interested in this? No.

But, for a specific type of yogi, arm balances and inversions are their #1 pain point and dream. 

Yogi Flight School is exactly what they have been looking for.

Because Nathania solves a very specific problem, she can use incredibly specific language that instantly resonates with, attracts, and converts her perfect-fit clients.

The biggest trap online business owners fall into is being too broad, generic, and general.

Often, we are afraid to niche down and get specific because we’ll lose customers.

When in reality, the direct opposite is true. 

Solving a high-value, high-pain, specific issue is the key to online business success.

A lot of Nathania’s success comes down to the specificity of her front-end messaging.

Now, don’t think she only teaches Arm Balances and Inversion.

Once she has you in her world, she goes way broader, even beyond yoga teaching. 

But she keeps her front-end messaging to make sure she attracts her perfect-fit client.

A couple of weeks back, Nathania ran her big annual launch. 

Let’s take a look at her launch funnel.

Here’s her free bootcamp opt-in page.

Hate him or love him. (and you probably hate him!) Grant Cardone is one of the world’s top marketers.

His marketing style is brash and loud with private jets and lambos.

This isn’t our cup of tea. And if you’re reading L.A.U.N.C.H., it probably isn’t yours.

But that doesn’t mean we can’t learn from Grant.

In fact, some of the best lessons we can learn are from people at the polar opposite of our marketing style.

What I love about Grant is he knows his audience. 

Every campaign, promise, word, and image he delivers is fully aligned with the audience he serves.

If you have an online course or membership business, you need to grow your email list.

The quickest and easiest way to grow your email list is with Facebook ads.

But……Facebook ads cost money.

And it can be scary pumping cash into your ads and waiting until your next launch to figure out if you’ll get a return on your investment.

Enter the Front End Mini-Product.

The funnel looks like this:

• FB Ad > Lead magnet > Mini-Product Upsell ($27 – $99)

If you are a long-time follower of L.A.U.N.C.H., you will know this is one of our favorite funnels.

In fact, helping people launch profitable Front End Mini-Products is a huge part of the work we do in our Ad Agency and the Lead2Launch Coaching program.

And, here is a beautifully simple example of a Front End Mini Product from Stu McLaren.

This is Stu’s primary evergreen lead gen funnel.

No hype, no crazy claims, just some A+, straight-talking, problem-solving, avatar-focused copy.

As I always say, the bigger you get, the less specific your primary promise needs to be.

But as big as Stu is, his ads will still end up in the feeds of people who have no clue who he is.

And, as these ads run all year round the opt-in and upsell must be converting.

In some ways, this goes against a lot of best practices.

It isn’t specific about the number of steps.

Apart from “profitable” it doesn’t have a specific defined primary promise, 

It isn’t wrapped in an attractive “container” (blueprint, step guide, cheatsheet).

It doesn’t give a timeline for implementation.

And it doesn’t explain how once you possess this knowledge, you will get the result you want easier and quicker than otherwise.

He does, however, use language that will instantly resonate with his audience:

• Launch a successful and profitable membership site
• build a successful membership around what you already know, love, and do.
• reclaim your time and attract a community of paying members?

Sometimes, simple works. 

This is definitely an opt-in page template to stick up on your wall for your next funnel optimization session.

Opt-in Page Swipe Files:

• SWIPE FILE: 0074 Stu McLaren – Lead Magnet Opt-in Page

This week instead of teaching by example I am going to show you the lead generation mistakes to avoid.

Normally L.A.U.N.C.H. features a big-name marketer with a funnel to die for. They have killer hooks, awesome ads, seductive opt-in pages, and A+ offer pages. I do the analysis and give you 3-7 key elements you can implement in your funnel to reduce your lead generation cost per lead and  increase your conversion rates and ultimately make more $$$$’s.

There I was searching for a killer funnel to review when an ad popped up – 

• Learn how to rewire your brain

As a marketer I am obsessed with psychology and the brain so I was instantly hooked.

Into the funnel, I dove. 

On the surface, it looked the part. 

But the further I explored, the more cracks I discovered 

It was then I realized this is the poster child for KnowledgeCom funnel mistakes.

So let’s get stuck in.

As a L.A.U.N.C.H. subscriber you know we love a good Quiz opt-in page. Well, Amy Porterfield has just launched a new Quiz so we had to dive in.

So here’s a good Quiz opt-in page example. Interesting approach here from Amy. 

The primary promise of the Quiz is to discover if you are one of the 3 types of people who could replace their income with a Digital Course.

Then as the main above-the-fold image, she blurs out the three types.

This is sure to build curiosity. Which will drive people to sign up for the quiz.

It is also potentially a big waste of really valuable above-the-fold real estate.

I’m going to go out on a limb and say this page will convert really well for Amy but I would urge caution with this approach.