3 Things We Like About This Webinar Opt-in Page

• Raise and Crush A Fear

I don’t normally like telling my audience they are wrong, but it works so well in this case.

In fact, I am going to test this on an opt-in page today.

Repeating your audience’s biggest fears or misconceptions is a great setup for pre-headline.

And then use the headline to provide the solution to their fear or misconception.

• So that + So that

A great way to write a strong headline is to ask so that question.

In this headline, Anik has doubled down. (So that)squared 

“I help you attract quality leads from Facebook ads”

So that?

“You can run profitable online course and membership launches”

So that?

“You can achieve the time, financial, and lifestyle freedom you desire”

• Video Overlay CTA

Don’t leave it to chance.

If you have a video on your opt-in page.

Which BTW, I don’t normally encourage.

Don’t assume your visitor will hit play.

Upload a still cover image that highlights and asks visitors to click the play button.

– Click here to play the video

Opt-in Page Swipe Files

• SWIPE FILE – 0087 – Anik Singal – Webinar Opt-in Page

• SWIPE FILE – 0087 – Anik Singal – Webinar Opt-in Thank You Page

3 Elements To Inspire Your Ad Campaigns:

• When using retargeting you are in control of who sees your ad based on the actions they have taken. Make the most of what you know about them. Make them feel like you are talking directly to them.
  Ad 1 opens with – “Cold feet about joining the Surface Design Immersion class of 2023? That’s okay, my pattern-loving friend. 💕”. If someone has checked out your sales page but has not purchased this is a great way to connect with them. To a cold audience this would be a horrible hook.
  
  Ad 2 opens with – “Hello, creative friend! Let’s keep the momentum flowing”. Again this would be a horrible opening hook to a cold audience but for someone who has experienced the excitement, energy and momentum of the pre-launch this is bound to capture their attention. 

Remember you can stack triggered events to tailor ads specifically for people who have visited all 3 pages of a pre-launch funnel or people who have visited just one. Again this gives you plenty of interesting messaging options.

Don’t be afraid to call out objections in your ad copy especially for bottom of funnel retargeting ads to drive sales. Take a look at Section 2 of Ad 1. People who are in the purchase consideration phase have lots of questions. In general most people have very similar questions. Bonnie calls out these objections – Time, Money, Self-Belief. In just one section she hits on 3 of the 5 primary objections to buying anything. (hit reply and I’ll tell you the other 2!)

Use testimonials in your ads. Having 50 brilliant testimonials on your sales page is useless unless people see them. Don’t just use testimonials to make the sale. Use testimonials to get people interested in visiting your sales page. Christine does this to great effect in the desire section of Ad 1.

3 Elements We’d Test:

• Avoid vague and flowery language. A headline in Ad 1 reads – “🌿Building a brand that embodies their essence . . .” I have no idea what this means. It may be something that a client said once but it isn’t very concrete. You need to land the plane for people.
  …..Build a unique and profitable business
  
  Also try to avoid words that end with “ing”. “Build a brand” is a stronger than “Building a brand”.

   

• Avoid telling people your course is transformative. Show them. We are told our programs should change people’s lives so everyone says their course or membership is transformative. Your customers don’t know what that means. Be specific about how their life will change. Otherwise you are just using fluffy filler words.

   

• Testimonial Carousel. Across this campaign Bonnie has used video to great effect. I would also test image carousels. Create nice graphics of each testimonial. Stack the best 6 and create a testimonial carousel ad. After every second testimonial include a promo image for the program but include an arrow to tell viewers that there are more testimonials to come. 

Facebook Ads Swipe Files

• SWIPE FILE – 0037 – Bonnie Christine – Facebook Ad to Sales Page v1

• SWIPE FILE – 0037 – Bonnie Christine – Facebook Ad to Sales Page v2

3 Elements To Inspire Your Ad Campaigns:

• Both ads open up with a Negative > Positive, one-two punch hook. Connecting with someone’s pain will capture their attention quicker than promising them their dream outcome. However, most people don’t like to rub their audience’s face in it. The quick transition from pain to pleasure is a good way to capture attention and lead people into your ad copy.

• The sparing use of emojis in Ad 1 draws attention to key elements of the ad without distracting from the message. Also, look at the mix of positions for the emojis. Many ads we study place all the emojis at the start or end of the lines. This can reduce the impact of the emojis. Mix your emojis up between the start, middle, and end of sentences in your ads. This will keep your audience engaged for longer.

• Using “all caps” can be a good way to draw attention to specific words or phrases. “FATE”, “STEP UP”, “MORE”. The human brain subconsciously scans for difference. When we see something different, we focus on it. Be sparing with your use of “all caps” however, neither Facebook nor your audience are fans of shouting. Be strategic with your “all caps” words when read together try to have them combine into a stand-alone message or instruction. Most readers will subconsciously absorb this message almost instantly. Use this to good effect in your ad copy.

3 Elements We’d Test:

• Tony has a massive budget, so I’d test spinning specific challenges into different ads and see which ones produce the most event registrations. I’d draft opening hooks for Financial, Relationship, Career, Loss, Health, Focus & Direction. When you try to solve multiple problems in your ad copy, you reduce the impact of the message. 

• UPW is a unique event, it solves an incredibly wide range of problems. That is fine when you have the brand reputation and authority of Tony Robbins. If I didn’t know who Tony Robbins is, I would struggle to know what I will get from UPW based on the ad copy. Neither ad describes the transformation or what life will be like for people once they return from UPW. One simple way to do this is to include testimonials from previous attendees.
• “Adversity comes in many flavors:…”. I don’t think this is the language that most people would use. I would try some variations like – “We never know what challenges lie around the corner”, “Difficult times hit us in different ways,” “We never know our next challenge,” and “No matter what challenges you face”.  

Facebook Ad Swipe Files

• SWIPE FILE – 0038 – Tony Robbins – UPW -FB ad 1
• SWIPE FILE – 0038 – Tony Robbins – UPW -FB ad 2

Boost Online Sales: Unveiling Sales Page Optimization

Section 1 – Objection Crushing

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

• SWIPE FILE – 00039 -Stu McLaren – Ad to Workshop Opt-in Page
• SWIPE FILE – 00039 -Stu McLaren -Membership Workshop FB Ads Library

Crafting Effective Launch Opt-In Pages with an Upsell

TME Launch Opt-in Page