Category: Launch

The one Meta ad objective you should never use for profitable ad campaigns (and what to use instead)

Micheal O'Neill

The one Meta ad objective you should never use for profitable ad campaigns (and what to use instead)

Here's what we have for you today

A villain lurks in plain sight.

Ready to steal ad spend from advertisers that don’t know better.

Promising cheap clicks that make your ad metrics look good.

But their only purpose is to burn your cash and give you nothing in return.

If you run Meta ads to grow your online course, membership, or service business…

Or, an agency runs them for you…

There is one ad objective you never want to see inside your ad campaigns.

The Meta Ad Objective You Should Never Use

Avoid the traffic objective at all costs.

In all my years of advertising online, I’ve never found a good use case for the traffic objective. Sure, traffic campaigns will send lots of people to your website. But Meta shows your ads to people who like to click links, not people who opt-in for lead magnets or buy digital products online.

You’d be better off taking your hard-earned cash and lighting a bonfire with it in your back garden. 

Here are 3 objectives to use instead:

#1 The Video View Objective

You can build some exciting campaigns based on the video view objective.

Launch a series of videos optimized 15-second views. Build custom audiences based on view percentages and retarget your most engaged viewers with ads for your lead magnet or offer. 

This strategy works especially well for new accounts where Meta doesn’t have a lot of pixel

#2 The Lead Objective

Use the lead objective if you want people to opt in for your lead magnet.

I often see new advertisers try to trick Meta into getting a lower cost per lead by using the traffic objective. This method always backfires. There is a problem with cheap traffic – it’s low intent, cheap traffic!

Don’t try to outsmart Meta. 

#3 The Sales Objective

If your ultimate goal is to generate sales within 5-7 days, even if the first step is free opt-in, use the sales objective.

The sales objective targets Meta’s highest-value users – people who have made or are likely to make a purchase online. Yes, you will pay a higher cost per lead for these people. But, they will be more likely to buy your digital product, which will lead to a higher return on ad spend.

Because all that matters is your return on ad spend.

For all my gripes, Meta has built a phenomenal advertising platform. 

Don’t try to outsmart it or trick it.

Tell Meta the action you what you and they will deliver the people who are most likely to take that action.

Happy advertising.

blank

How a membership changed my life

Micheal O'Neill

How a membership changed my life

Here's what we have for you today

Back in 2015, my business was exhausting.

Every evening I shut the door, I knew I’d have to wake up and make more sales the next day. 

I was like a hunter going from kill to kill.

Sure, I had repeat clients, but I was continuously in sales mode.

That was until the day I launched my first membership.

That launch changed my life. 

And I’ve seen hundreds of my students and clients experience the same feeling when they launched their membership or subscription. 

Here’s why I believe memberships are the best way to grow your revenue and your profitability.

#1 Experience the joy of recurring revenue

There is no greater joy than selling once and getting paid over and over.

Recurring revenue gives you cash flow stability, certainty, and confidence. And even more importantly, it’s compounding. Every subscription or membership launch adds new sales to your past sales, which triggers compunding.

Compounding is the most powerful force you can harness in your business.

#2 Stop leaving money on the table

For every 100 people who buy from you, 20 would be happy to spend 5 times more.

This is the 80/20 law applied to sales. Most businesses don’t have a continuation offer to make to people willing to spend more. A membership or subscription is the perfect backend offer, increasing your customer lifetime value and your profitability.

With a membership or subscription, you always have a next-step offer for your best clients.

#3 Build a community around your business 

Community is the new hot topic in marketing and business growth.

There is no better way to build a community than around a membership or subscription. Not only is a community attractive for existing clients, but it will also bring new prospects into your world. So, your membership will act as a lead generation machine for your existing business.

Your clients are looking for a space to belong; give it to them.

I believe memberships today are to business, what websites were in the 1990’s.

Very few businesses have one…. 

….early adopters make a killing.

….and soon, every business will have one.

blank

How To Figure Out If People Want Your Digital Product Before You Invest Time and Money Developing It

Micheal O'Neill

How To Figure Out If People Want Your Digital Product Before You Invest Time and Money Developing It

Here's what we have for you today

You have an idea for an online course or membership, but what if nobody buys it?

The last thing you want to do is invest valuable time, effort, and money in creating a program that no one buys.

I’ve helped hundreds of people launch their first online course and membership.

And this is the process I’ve used to help them to quickly figure out if their audience wants their digital product before they build it.

It’s called a founding member’s launch, and it’s the best way to profitably launch your first digital product without wasting money on building something people don’t want.

Here are 3 steps to deliver your founding member’s launch: 

Create your online course or membership outline.

Start by outlining the key modules of your course or your membership success path.

People need to know that you have a proven path they can follow. Your outline is the roadmap to their desired destination. You wouldn’t jump on a ship with a captain who didn’t know where they were going, nor would your audience.

Each step on the journey should be clear and should excite your audience.

Identify the transformation you can help people achieve

Next, describe your audience’s life when they implement your digital product.

What will they see, hear, do, and feel differently than they do today? While you can launch a digital product before you build it, you need to know your process works, and it will get them the results they want. Your job is to describe what the result looks like in the life of someone who has implemented your digital product.

Steps 1 and 2 are the foundation of your offer.

Offer access at a special founding members rate.

The final step is to launch our founding member offer.

Be clear with your audience that you intend to build the digital product with your founding members. Position it as a positive that you will seek their feedback and create content to answer their questions. In addition, they also get access to your course or membership at a much lower rate than people who buy in the future.

The founding member launch is a win-win all around.

Never invest in building a program before you find out if people want it.

Not alone could it be a giant waste of time, effort, and money.

But, it’s also doing a disservice to your students.

When you “build with” your founding members, you will discover many challenges and problems you never knew existed.

Using a founding member launch helps build a stronger digital product that will help future members achieve an even greater result faster.

AI Prompt for Course Creators to Draft Your Unique Value Proposition

AI Prompt for Course Creators to Draft Your Unique Value Proposition

Micheal O'Neill

AI Prompt for Course Creators to Draft Your Unique Value Proposition

Learn how to leverage AI prompts to define what sets your course apart and attract your ideal audience. Dive into expert insights and a step-by-step guide on using AI to create compelling value propositions tailored to your target market's needs and preferences.
AI Prompt for Course Creators to Draft Your Unique Value Proposition

AI Prompt Purpose:

Get AI to draft your unique value proposition.

If there is one thing that I’ve seen online business owners struggle with the most, it’s defining their unique value proposition.

A unique value proposition is the reason someone should buy from you over anyone else.

And it isn’t just when it comes to making a purchase. This also applies to your lead magnets.

What makes you different? What makes your lead magnet different? 

And, most importantly, why is that difference in value for your perfect fit client?

So, let’s ask our AI buddy for a bit of assistance.

For best results, use this prompt in a CustomGPT that has all of your marketing copy and content.

AI Prompt Outline:

Prompt 1

Please create a summary of my landing page that {purpose of landing page (helps people x,y,z)}

My primary avatar is {insert primary avatar description}

The outcome that my primary avatar will be able to achieve is {outcome after taking action}

Here is the copy from the landing page:

{landing page copy}

Prompt 2

Please write a detailed and unique value proposition for the outcome promised.

It must reflect the offer or elements in the summary of the landing page that you supplied in the previous chat. 

Please use everything that you know about my avatar to make my unique value proposition relevant and engaging for my avatar.

The Blueprint for Crafting Prompts that Deliver

The Blueprint for Crafting Prompts that Deliver

Micheal O'Neill

The Blueprint for Crafting Prompts that Deliver

Unlock the secrets to crafting AI prompts that deliver results. Prepare for the next wave of AI advancements by mastering the art of prompt creation. Learn a structured approach to generating effective prompts, including role clarification, context setting, task definition, and content guidelines. Stay ahead of the game and maximize the potential of AI in your online business.
The Blueprint for Crafting Prompts that Deliver

AI ain’t going anywhere. 

If you are reading this and use AI at least once a week, you are ahead of the game.

But, it feels like we are in a lull at the moment. 

AI in its current form is of limited use to us as online business owners.

Open AI has yet to release ChatGPT 4.5 or 5.

Mark is making noise at Meta but LLAMA 3, but he hasn’t fully rolled it out yet.

But the next wave won’t be an incremental improvement. It will be a massive leap forward.

So hang in there, and keep experimenting and playing with AI.

Your goal is to be perfectly positioned to leverage AI when the next wave hits.

Like everything in your business, you should have a process for generating your AI prompts.

Having a consistent, prompt structure is a huge help. 

Here is an approach I take:

  1. Start with Role and Goal

Lay the foundation by clarifying the overarching aim and purpose. It’s about setting the stage, and pointing the LLM in the right direction. 

Example: “Your role is to act as an expert direct response copywriter crafting an engaging email promoting our new online course for entrepreneurs.”

  1. Provide Context and Background

Next, delve a bit deeper by offering relevant background information or context. It’s about painting a fuller picture to guide the task. We will normally provide details of our avatar and the outcome that you want to achieve.

Example: “The course teaches proven strategies for growing an online business. The target audience is online entrepreneurs, both established and aspiring. We want to highlight the course’s hands-on activities and personal coaching components.”

  1. Clearly Define the Task  

Then, make your expectations explicit by detailing the specific task or output needed. Ensure there is a clear connection between the task and the initial role and goal.

Example: “Please draft a 300-word email copy promoting the online course. The email should spark curiosity, convey key benefits, and encourage the reader to click through to the sales page.”

  1. Finish with Content and Rules

Lastly, furnish any existing content to include, use, or expand upon. 

The course name is – {XYZ}

The url is – {XYZ.com}

Please avoid the use of the following words: {skyrocket, crush, etc}

Please write at 5th-grade level in a fun, informal, human voice undetectable to any AI verification software.

4 Framework Meta Ad Drafting AI Prompt For High Converting Ads

Launch Newsletter Issue #00085

Micheal O'Neill

Launch Newsletter Issue #00085

Hey, hey, it’s L.A.U.N.C.H., we’re like that one friend who always has the juiciest gossip — except ours is all about online business growth and totally legit.

Here's what we have for you today

blank
blank

If this was shared with you, register here to receive your weekly edition of the L.A.U.N.C.H. Newsletter, so you can discover the secrets to profitable Facebook ad campaigns and online launches.

And, if you think L.A.U.N.C.H. is awesome, why not spread the love. Share it with your online business owner friends.

For daily strategies showing you how to run profitable Facebook ad and launch campaigns connect with Mícheál:

blank
blank
blank
blank
blank
blank

L – Leads

A simple $50,000 mastermind book-a-call funnel

I landed in this beauty of a funnel from Ryan Deiss earlier this week.

Ryan is everyone’s favorite marketer, as founder and CEO of Digital Marketer.

In recent years, Ryan has focused on building Scalable.co

Scalable offers a couple of low-ticket and free products, but its primary offer is a $50,000 per year mastermind.

The funnel we’re reviewing today is for the mastermind.

So you’d think a funnel for a $50,000 offer would be all singing and dancing.

And I think that’s where people get sidetracked.

But with the right message and offer, you don’t need a fancy funnel.

So, let’s take a look at Ryan’s funnel.

0085-s2-scalableco-webinar-opt-in

Remember, Ryan is not looking for volume. 

He is looking to pre-qualify leads and attract only the right people.

The kind of people that have $50,000 to spend on a mastermind.

Therefore, he isn’t optimizing the opt-in page to make it as easy as possible to opt-in.

Friction, or making things harder, is generally seen as a negative in marketing.

But in some cases, it is an invaluable screening tool.

Especially if you are running a book-a-call or application funnel.

3 Elements We Like:

  • Clean and simple hero

Despite my comments above, Ryan makes the hero section clear and easy to understand.

Within 3 seconds, you have all the information you need. Is this for you or not?

Headlines are one of the most important elements of an opt-in page.

And I love – “The Science of Scaling a Business”

People need reassurance that there is substance behind what you are offering.

This is why containers like Blueprint, Method, and Formula are so common.

Science is similar. It speaks to a repeatable, proven formula. A set of specific steps.

  • Offer a shortcut

The primary offer here is a shortcut.

A roadmap – our proven blueprint – all our proprietary methodologies and systems – copy and paste our magic success formula.

These are massively attractive because everyone is looking for a shortcut.

Everyone is looking to make their life easier.

Anytime we can offer to copy and paste success, people will jump at the opportunity.

When running ads, we like to make the landing page text as easy to scan as possible.

We use short sentences, lots of bullet points, and no paragraphs of text.

In general, this is the correct approach.

But if you are a 7-figure business owner looking to scale to 8-figures, you are likely experiencing a lot of pain.

The payoff and the pain are so big you will invest more time and effort in finding a solution.

And sometimes, when your promise is big, you must provide evidence to support your claims.

And that’s what Ryan has done here.

Yes, he is bending some of the rules of landing pages. 

But he is doing so for a reason.

Webinar Opt-in Page Swipe File

 

A – A.I. Growth Prompts

AI Prompting 101: The blueprint for crafting prompts that deliver

AI ain’t going anywhere. 

If you are reading this and use AI at least once a week, you are ahead of the game.

But, it feels like we are in a lull at the moment. 

AI in its current form is of limited use to us as online business owners.

Open AI has yet to release ChatGPT 4.5 or 5.

Mark is making noise at Meta but LLAMA 3, but he hasn’t fully rolled it out yet.

But the next wave won’t be an incremental improvement. It will be a massive leap forward.

So hang in there, and keep experimenting and playing with AI.

Your goal is to be perfectly positioned to leverage AI when the next wave hits.

Like everything in your business, you should have a process for generating your AI prompts.

Having a consistent, prompt structure is a huge help. 

Here is an approach I take:

  1. Start with Role and Goal

Lay the foundation by clarifying the overarching aim and purpose. It’s about setting the stage, and pointing the LLM in the right direction. 

Example: “Your role is to act as an expert direct response copywriter crafting an engaging email promoting our new online course for entrepreneurs.”

  1. Provide Context and Background

Next, delve a bit deeper by offering relevant background information or context. It’s about painting a fuller picture to guide the task. We will normally provide details of our avatar and the outcome that you want to achieve.

Example: “The course teaches proven strategies for growing an online business. The target audience is online entrepreneurs, both established and aspiring. We want to highlight the course’s hands-on activities and personal coaching components.”

  1. Clearly Define the Task  

Then, make your expectations explicit by detailing the specific task or output needed. Ensure there is a clear connection between the task and the initial role and goal.

Example: “Please draft a 300-word email copy promoting the online course. The email should spark curiosity, convey key benefits, and encourage the reader to click through to the sales page.”

  1. Finish with Content and Rules

Lastly, furnish any existing content to include, use, or expand upon. 

The course name is – {XYZ}

The url is – {XYZ.com}

Please avoid the use of the following words: {skyrocket, crush, etc}

Please write at 5th-grade level in a fun, informal, human voice undetectable to any AI verification software.

U – Uplevel Ads

The simple 5-minute copy-and-paste ad format for higher conversions

0085-s1-scalableco-fb-ad-to-webinar

3 Elements We Like:

  • A simple image that says a lot

I love this image. 

Firstly, I love it because it takes less than 5 minutes to create.

Secondly, I love it because you get to call out your audience’s two biggest objections and their #1 desire.

Thirdly, I love it because it can be applied to almost every ad campaign no matter the topic.

  • The anti-call out

Have you ever told someone – Oh, I don’t think you would be interested in this?

9/10, they become very interested in what you are talking about.

This concept is known as Reactance. And it is a powerful psychological device.

It’s like saying… This is only for successful business owners.

Now, no one wants to think of themselves as an unsuccessful business owner, so this will generate initial desire in most people. 

  • The qualifying headline

Warning: For advanced 7-figure & above entrepreneurs only.

Firstly, this provides massive assistance to Meta as to who they should target the ads at.

Secondly, it instantly positions the audience. 

It tells the audience who the ad is for and who it isn’t for.

And, yes, it certainly will also get a lot of 6 figure business owners who want to step to 7 figures interested. 

However, when we look at the next step, Ryan has an excellent way of filtering out the people he doesn’t want to book a call with.  

Facebook Ad Swipe Files

 

N – Now Launching

Book A Call Funnel – What’s Your One Pre-Qualification Screening Question

Book A Call Funnel – What’s Your One Pre-Qualification Screening Question

Here’s a question for you.

What is the one question you can ask to determine whether it’s worthwhile to get on a call with someone?

(Hint: If you say it’s $$$’s, that’s ok!)

Before we get to the webinar (video) page, let’s look at the opt-in pop-up.

0085-s2b-scalableco-webinar-opt-in-popup

Ryan wants to get as many qualified people into the funnel as possible.

But, he knows that only a small percentage of the business owners will meet his criteria.

While leads below the criteria won’t be wasted because he has smaller offers for business owners with lower revenue levels.

Ryan wants to avoid his closers getting on calls with people who are not qualified.

One of the ways you can do that is through qualification questions in the opt-in form.

People can be sent to different pages depending on the answer provided. 

This means they may see the option to book a call or not.

Alternatively, as is the case in this funnel, the closers can follow up with only the people who have the qualifying annual revenue.

blank

One of the issues with a Webinar > Book-a-Call funnel is most people don’t see the offer for the call at the end of the webinar because they leave early.

There are a couple of key things I want you to note on this page.

  1. The video (webinar) is only 21 minutes long
  2. The apply button is right there, visible from the very start
  3. People are told to view the webinar before applying, but they can apply at any time
  4. Ryan tells people at the very start if you are under seven figures, this is not for you
  5. Lovely use of scarcity – We can only take 7 new clients per week

And remember this is an offer for a $50,000 mastermind.

Webinar Opr-in TY Swipe Files

 

C – Conversion Optimization

4 ways to get a better return on your ad spend

No one likes overspending on Facebook ads.

Yet that’s how most online course and membership business owners feel.

Here are 4 ways to get a better return on your ad spend 

(without mentioning copy or creative)

  1. Use the right objectives:

The best top-of-funnel results will come from the video views objective. Middle of the funnel, you’ll get the best results from Leads. Bottom of funnel use purchases. Only use reach for retargeting campaigns and traffic is rarely a good option.

  1. Analyze past winners:

We all have winning ads that we’ve forgotten about. Go back through your past campaign performance. What copy, creative, and audience has worked in the past? How can you reuse it or inspire your current campaigns? 

  1. Have a testing plan:

Until your ads are profitable, test new copy and creative every 3-5 days. When you are profitable, you still should be testing every week. But go about it in a systematic way. Have a plan for what you want to test and why. And, make sure you keep a test journal. 

  1. Don’t only rely on Facebook reports:

Blend Facebook reports with data from your CRM and sales platform. You don’t need third-party platforms like Hyros or Triple Whale when starting, but as spending increases, they will be a consideration.

H – Hot Take

Talk about bad timing!

blank

(TIL = Today I Learned)

Poor Marie!

 

 

P.S. If you like this newsletter and want to support it, you can:

Forward this newsletter to a friend with an invitation to subscribe right here: https://michealoneill.com/launch 

4 Framework Meta Ad Drafting AI Prompt For High Converting Ads

Launch Newsletter Issue #00084

Micheal O'Neill

Launch Newsletter Issue #00084

Hey, hey, it’s L.A.U.N.C.H., where we make understanding online business as easy as explaining why you need another coffee – it’s essential, no further questions.

Here's what we have for you today

blank
blank

If this was shared with you, register here to receive your weekly edition of the L.A.U.N.C.H. Newsletter, so you can discover the secrets to profitable Facebook ad campaigns and online launches.

And, if you think L.A.U.N.C.H. is awesome, why not spread the love. Share it with your online business owner friends.

For daily strategies showing you how to run profitable Facebook ad and launch campaigns connect with Mícheál:

blank
blank
blank
blank
blank
blank

L – Leads

What scary movies teach us about marketing

The fear of the unknown is far greater than the fear of the known.

What scary movies teach us about marketing

High-converting opt-in pages don’t need to be complicated.

 

This is a simple lead magnet opt-in page from Sean Ferres.

 

Before we jump in….. 

 

Have you ever noticed in scary films that you often don’t see the bad guy until way into it?

 

Well, that’s because our minds will turn an unknown demon into something scarier than any movie producer can create.

 

It’s important to remember this in marketing, too. 

 

And Sean does this brilliantly in the copy for this landing page. 

 

3 Elements We Like:

 

1 – The visitor is immediately positioned

 

The opt-in page immediately positions the visitor with “Cash Money Copywriters.” 

 

If you are a copywriter, you know you are in the right place.

 

Every opt-in page must let their perfect fit client know they are in the right place.

 

2 – Doubt and intrigue created

 

While Clients on Command is a strong opener, it isn’t the knockout punch.

 

The standout piece of copy is the first bullet point.

 

“Discover the One Common Piece of Toxic Client-Getting Advice that instantly turns high level biz owners off” – 

 

This opens a massive loop in the prospect’s head. 

 

I especially love “Toxic Client Getting Advice”

 

What if there is one thing I’m doing that turns high-level business owners off?

 

No matter your niche or lead magnet, you have an equivalent to this in your business.

 

Use this mechanism as often as you can. It will drive conversions.

 

  1. Promise to make their lives easy

 

The 3rd bullet is a beauty.

 

Copy and paste this script to sign your next high-paying client within a week (even during a recession)

 

We’re all looking for a shortcut. There is no shortcut better than copy and paste.

 

Always look to make your perfect-fit client’s life as easy as possible.

 

But not just that…. take this shortcut and get a result within a week.

 

When we make timebound promises, they are even more powerful.

 

And then, to cap it off…. a big objection is handled… (even during a recession).

 

You can include an objection or major frustration. 

 

People will come up with all sorts of excuses not to take action.

 

It’s important you take them off the table by highlighting them.




3 Elements We’d Test:

 

  1. Optimize the header

 

There is a lost opportunity to increase conversion with the header.

 

First off, I always like to include FREE. We want to make that clear from the outset.

 

I also like including something that speaks to the transformation. For example:

 

FREE CHEATSHEET

How to sign your next high paying Copywriting client in 7 days or less

 

  1. Optimize the image

 

I like iPad, computer, or 3D book images of a lead magnet. They convert well.

 

This one could do with a little work.

 

“SEND MESSAGE – GET CLIENT” is great, but the red “2024” breaks the flow, and you have to read it a number of times.

 

It is also out of line with the other top and bottom titles.

 

I would split-test this page with an image of Sean holding a print version of the lead magnet.

 

  1. Optimize the CTA

 

“Download Now” is a bit mehhh. I like including transformational CTA’s

 

In this case, it could be…

 

Get your next client in 7 days or less

Close high-paying copywriting clients today

Land $$$ copywriting clients today

 

Opt-in Page Swipe Files

 

A – A.I. Growth Prompts

A copy and paste AI prompt to draft your unique value proposition

AI Prompt Purpose:

 

Get AI to draft your unique value proposition.

 

If there is one thing that I’ve seen online business owners struggle with the most, it’s defining their unique value proposition.

 

A unique value proposition is the reason someone should buy from you over anyone else.

 

And it isn’t just when it comes to making a purchase. This also applies to your lead magnets.

 

What makes you different? What makes your lead magnet different? 

 

And, most importantly, why is that difference in value for your perfect fit client?

 

So, let’s ask our AI buddy for a bit of assistance.

 

For best results, use this prompt in a CustomGPT that has all of your marketing copy and content.

 

AI Prompt Outline:

 

Prompt 1

Please create a summary of my landing page that {purpose of landing page (helps people x,y,z)}

 

My primary avatar is {insert primary avatar description}

 

The outcome that my primary avatar will be able to achieve is {outcome after taking action}

 

Here is the copy from the landing page:

{landing page copy}

 

Prompt 2

Please write a detailed and unique value proposition for the outcome promised.

 

It must reflect the offer or elements in the summary of the landing page that you supplied in the previous chat. 

 

Please use everything that you know about my avatar to make my unique value proposition relevant and engaging for my avatar.

U – Uplevel Ads

Grab attention with AI images in your Facebook ads

blank

It’s worth a trip to Sean’s Facebook Ad library.

Dude is testing creative like crazy.

He has gone all-in on AI creative.

Now, I wouldn’t have published all of the options you can see in the library.

I’m all on for quirkiness, but some don’t make sense.

I don’t know what a Tortoise on a toilet or reading a newspaper has to do with copywriting.

Grab attention with AI images in your ads

Sure, it will grab attention, but your image has to be relevant to your audience, the message, and the action you want your audience to take.

In Sean’s case, he only wants to grab the attention of copywriters.

This is why I picked the image of a Jack Russell at an old-school typewriter in the ad for review.

Now, a dog at a typewriter is still a broad blanket.

Sean will probably attract journalists, retired secretaries, and copywriters, but at least there is some positioning.

AI image generators have been slow to help advertisers create images for their ads. 

The top 3 general image generators are:

The main issue is that once they generate an image, it isn’t yet possible to edit it.

And often, if you ask the AI to edit the image, it will discard the bits you like.

There is no doubt that in the coming months and years, AI will output images in layers that we can edit and move around. 

But until then, if you want to leverage AI for your ads, check out this custom tool.

I’ve been massively impressed with this tool.

It’s no replacement for a highly skilled graphic designer, but it helps with high-volume creative testing.

 

Facebook Ads Swipe Files

 

N – Now Launching

How to grow your email list and FB group at the same time page format

Not quite an offer today but an upsell of sorts.

After opting in for the Lead Magnet, we land on a thank you page.

blank

We stay on this page for a couple of seconds to allow the lead event of the Meta Pixel to fire.

Then we are redirected to the Facebook group.

 

How to grow your email list and FB group at the same time

It’s common to put a button to join your Facebook group on the thank you page of your lead magnet.

But this takes it a step further.

In the follow-up email, the primary call to action is to join the group to get access to the lead magnet.

However, they also include a direct link to download.

Facebook finally opened up the option to run ads directly to your Facebook group but the issue with these ads is you may not get an email address too.

With this strategy, you are getting a 2-for-1 deal. 

Email address and Facebook Group member.

From a user experience perspective, the second step makes the process feel harder than it needs to be.

This is a strategy I’m probably not going to implement.

Thank you Page Swipe Files

 

C – Conversion Optimization

5 steps to crack the code to success

Michael Hyatt says, “You’ll never change your life until you change something you do daily.  The secret of your success is found in your daily routine.” 

If you want success, make the practices that bring you success your priority every day.

Here are 5 steps to crack the code.

Transforming your online business requires a mix of personal development, strategic planning, and a growth mindset. Let’s explore a daily routine that empowers you as an entrepreneur and turns your brand into a powerhouse!

Step 1: Reflect & journal: Dedicate time each day for self-reflection, gratitude, and journaling. Cultivate a positive mindset and boost your creativity.

Step 2: Learn & grow: Create a learning plan based on your goals. But remember, if your behavior doesn’t change, what you have learned is useless. Learn, implement, change, and repeat.

Step 3: Visualize & measure: Break down your vision into specific, measurable, achievable, relevant, and time-bound goals. Track progress & adjust as needed. Always be working towards a specific goal that excites you.

Step 4: Prioritize and do: Identify the specific daily tasks that move you closer to your goals. Only do these. Be ruthless, even if you enjoy certain tasks, if they are not the fastest path to your goals, ditch them.

Step 5: Evaluate & improve: Every day, week, month, quarter, and year assess your progress toward your goals. Score yourself out of 10. If you’re consistently hitting 10s and off track, reassess your goals. Otherwise, modify your daily habits until you do.

H – Hot Take

The secret to endless opportunities

0084 hot take

Stay curious……

 

 

P.S. If you like this newsletter and want to support it, you can:

Forward this newsletter to a friend with an invitation to subscribe right here: https://michealoneill.com/launch 

Why you need to get ahead of this AI trend

Why you need to get ahead of this AI trend

Micheal O'Neill

Why you need to get ahead of this AI trend

Text-to-video AI is coming. And you better be ready when it does.

OpenAI released a beta version of its video platform Sora, to a handful of external people.

OpenAI is also rolling out a text-to-speech model.

This model speaks exactly like you after being fed a 15-second clip.

And, OpenAI isn’t the only one working on text-to-video.

People love videos, especially short form. Every social platform is moving to video first.

Even LinkedIn is about to introduce a short-form video feature.

It’s safe to say the next couple of years are going to be a crazy ride for creators. 

And, the sooner you get started, the better positioned you’ll be to take advantage of the opportunity.

One of the first movers in this space was Runway.

You can sign up for free and start playing with text to video immediately.

I love how simple and easy this tool is.

You are currently limited to 4 seconds of video output but can extend videos.

The thing I was most impressed with was the image-to-video model.

You can upload a base image and then animate elements of the image to turn it into a video.

Like most things AI. 

Text-to-video will be massively overhyped in the short term and underestimated in the long term.

There is a first-movers advantage to understanding how these models work.

Give yourself the gift of 3 or 4 hours to play with this.

4 Framework Meta Ad Drafting AI Prompt For High Converting Ads

Launch Newsletter Issue #00083

Micheal O'Neill

Launch Newsletter Issue #00083

Hey, hey, it’s L.A.U.N.C.H., where we give you online business growth strategies like you were sitting in the best seats at the movies – it’s the perfect view of all the action.

Here's what we have for you today

blank
blank

If this was shared with you, register here to receive your weekly edition of the L.A.U.N.C.H. Newsletter, so you can discover the secrets to profitable Facebook ad campaigns and online launches.

And, if you think L.A.U.N.C.H. is awesome, why not spread the love. Share it with your online business owner friends.

For daily strategies showing you how to run profitable Facebook ad and launch campaigns connect with Mícheál:

blank
blank
blank
blank
blank
blank

L – Leads

The problem with direct-to-offer ads

Do you always need to run ads to a lead magnet?

 

No, absolutely not.

 

But if you’re running cold traffic to a paid offer, you better have your ducks in a row!

 

Here at LAUNCH, we love front-end mini products.

 

The method we teach our students looks something like this:

 

Ad > Lead Magnet Opt-In > Mini Product Upsell > Profit Maximising Upsell

 

The beauty of this model is if someone doesn’t purchase the upsell, you still get their email.

 

Think of an email address as an asset.

 

Even if you don’t make money straight off the bat, you’ve got plenty more opportunities.

 

Driving paid traffic to a cold offer is a much more challenging play.

 

Even if your offer page converts at 10%, 90% of people slip through the net.

 

And remember a 10% conversion rate on an offer page is off the charts.

 

On the other hand, a high-converting opt-in page could convert 60%-70% of visitors.

 

So why would someone consider sending cold traffic to an opt-in page?

 

Well, by simplifying the funnel and process, you make it easy for people to buy.

 

And with a direct offer, you can tailor your ad copy to the offer. 

 

This will result in a higher conversion rate than when we make the offer on the lead magnet upsell page.

 

My advice for mini products is to test and optimize your offer, driving people to a lead magnet first.

 

Once you see a strong upsell conversion rate, test sending people directly to the offer page. 

A – A.I. Growth Prompts

Why you need to get ahead of this AI trend

Text-to-video AI is coming. And you better be ready when it does.

 

OpenAI released a beta version of its video platform Sora, to a handful of external people.

 

OpenAI is also rolling out a text-to-speech model.

 

This model speaks exactly like you after being fed a 15-second clip.

 

And, OpenAI isn’t the only one working on text-to-video.

 

People love videos, especially short form. Every social platform is moving to video first.

 

Even LinkedIn is about to introduce a short-form video feature.

 

It’s safe to say the next couple of years are going to be a crazy ride for creators. 

 

And, the sooner you get started, the better positioned you’ll be to take advantage of the opportunity.

 

One of the first movers in this space was Runway.

 

You can sign up for free and start playing with text to video immediately.

 

I love how simple and easy this tool is.

 

You are currently limited to 4 seconds of video output but can extend videos.

 

The thing I was most impressed with was the image-to-video model.

 

You can upload a base image and then animate elements of the image to turn it into a video.

 

Like most things AI. 

 

Text-to-video will be massively overhyped in the short term and underestimated in the long term.

 

There is a first-movers advantage to understanding how these models work.

 

Give yourself the gift of 3 or 4 hours to play with this.

U – Uplevel Ads

Your high-converting ad copy framework

Speaking of Meta ads directly to mini offers, let’s look at an ad from Colin Boyd.

0083-s1a-colin-boyd-fb-ad-to-mini-offer

The opening hook is what we refer to as a “bold statement.”

 

Does every successful coach know they need a signature story?

 

I’d doubt it, but if you are a coach and you see this, you will be intrigued.

 

I love the use of caps in “super” and “need”. 

 

It’s a pattern interrupt that instantly draws attention to the ad.

 

The second line explains why a signature story is important. 

 

It sets the stakes for the reader. What’s at risk?

 

The pitfall follows the risk. The hazard that’s hiding in plain view. 

 

This is classic storytelling. 

 

In our AIDA framework, Colin has ticked the first two boxes – Attention & Interest.

blank

Objections don’t just prevent people from buying your offers.

 

They also prevent people from engaging with your content and ads.

 

I don’t see this very often, but I love how Colin calls out 3 big objections in this ad.

 

Often, people are afraid to call out objections.

 

But calling them out has the direct opposite impact you think it might.

 

It shows people you understand them. 

 

And, it shows that you’ve thought about where they are and the challenges they face.

 

We’ll definitely be testing this copy strategy across our ad accounts this week. 

blank

And finally, we have the call to action.

 

Colin works in the transformation nicely here.

 

The ad contains all the necessary elements to get people to take action.

 

Here’s a nice ad copy framework for you to take away and test this week:

 

Hook > Stakes > Pitfalls > Solution > Objections > Transformation > CTA

 

But for the love of all that is good, please pay attention to your url’s.

 

https://www.conversionstoryformula.com/fbsales-page

 

Is just LAZY. Come on Colin!

 

It’s visible in your ad. Anything else will do…..

  • /craft-your-conversion-story
  • /my-conversion-story
  • /get-started
  • /find-your-story

 

UPLEVEL ADS – Ad Swipe Files:

 

 

N – Now Launching

A simple but effective sales page format

So, let’s take a look at Colin’s offer.

Structurally, this is a very simple sales page built in Clickfunnels.

 

Colin’s 13-minute VSL does most of the heavy lifting when it comes to the sale.

 

It’s a $47 offer with a $27 offer bump and a $297 one-time offer.

0083-s2-colin-boyd-mini-offer

The primary promise is clear:  

 

How to sell people into your programs using your conversion story.

 

He uses the [Primary Promise] without [Primary Frustration] headline format.

 

Colin also shows that you don’t need to worry about long headlines. 

 

At 29 words in the primary headline and 10 in the sub-headline this is a mouthfull

 

Colin relies heavily on social proof from a lot of the “big” names in the online world.

 

The offer page is short (or comparably short to a lot of the pages we review).

 

But I like it. Even in its shortened form, it ticks all the boxes.

 

  • Connect
  • Problem
  • Solution
  • Your Solution
  • Bonuses
  • Transformation
  • Objections
  • Price reveal
  • FAQ’s

 

The only thing I don’t see is a guarantee, which is unusual but perfectly acceptable with a low-ticket offer.

 

UPLEVEL ADS – Ad Swipe Files:

 

C – Conversion Optimization

What should my Facebook Ad budget be?

This is one of the most common questions I get asked.

 

Here is the formula to work out your optimal budget 

 

First off. There is no ideal budget. If you are just getting started, ask yourself how much would you be willing to spend without any return. Pick that and run with it. Look at your initial ad spend as an investment in the development of your skills.

 

If you have experience, we can get more specific. We are going to base our calculations on the cost to exit learning. This is a hotly disputed topic. Facebook says it is essential, but I have lots of campaigns running profitably in learning. It gives us a target, however.

 

Why is exiting learning important? Facebook states, when you exit learning, your cost per action will decrease. This is a good thing. The Facebook logic is once they know who you are looking for, they can find more people just like them. 

 

How do you exit learning? Facebook states that once you receive 50 of your chosen events in 7 days, you will exit learning. If you are running a lead gen campaign, it’s 50 leads if you are running a sales campaign, it’s 50 sales. I’ve campaigns exit learning before 50 events. 

 

So what’s the budget formula? So if you know your CPL or your CPA, the formula for your minimum daily budget is (target CPL/CPA X 50)/7), for example, if your target CPL is $2.50 then ($2.50 * 50)/7 = $17.85.

 

If you are unsure of your target CPL or CPA, make a best estimate or use an industry standard. The only thing you can be guaranteed is that you won’t be bang on, so if in doubt, stick to a daily budget you are happy with even if you don’t see the result you want immediately.

H – Hot Take

Swipe your “get shit done properly” delegation template

blank

https://twitter.com/david_perell/status/1777376231819735546 

P.S. If you like this newsletter and want to support it, you can:

Forward this newsletter to a friend with an invitation to subscribe right here: https://michealoneill.com/launch 

4 Framework Meta Ad Drafting AI Prompt For High Converting Ads

Launch Newsletter Issue #00082

Micheal O'Neill

Launch Newsletter Issue #00082

Hey, hey, it’s L.A.U.N.C.H., where we deliver online business growth strategies like your paperboy – right to your digital front door, wrapped up nice and tight.

 

Going the skip the L (Leads), the A (A.I) & the U (Uplevel Ads) today and get straight to the Now Launching….

blank

If this was shared with you, register here to receive your weekly edition of the L.A.U.N.C.H. Newsletter, so you can discover the secrets to profitable Facebook ad campaigns and online launches.

And, if you think L.A.U.N.C.H. is awesome, why not spread the love. Share it with your online business owner friends.

For daily strategies showing you how to run profitable Facebook ad and launch campaigns connect with Mícheál:

blank
blank
blank
blank
blank
blank

 

N – Now Launching

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:

C – Conversion Optimization

How to build a profitable mini-front-end product

Your Facebook ad bill hit your card again. 

 

Were your course or membership sales higher than your ad spend this month? 

 

If not, you need a mini-front-end product.

 

Here’s how to build a profitable mini-front-end product and why it’s critical to the future of your online business. 

 

The cost of ads will only ever increase. New platforms start off cheap, and then as more people enter the market, the cost per result increases. With a mini-front-end product, you can cover the cost of your advertising on the front end before your credit card bill is even due.

 

Step 1 – Create an attractive Lead Magnet: The best lead magnets solve one specific problem. They can be consumed within less than 15 minutes. They get people to take action and make progress quickly. The outcome is one small step taken rather than 100 imagined.

 

Step 2 – Create a follow on Mini-Product: What’s the next step for people once they have your lead magnet? Either solve the next problem they face or help them solve the problem addressed in the lead magnet quicker with less effort. The idea price point is $49 – $99.

 

Step 3 – Build your sales sequence: Draft 5 part email campaign which you send people after they opt-in for the lead magnet. Focus on what will be possible for them once they own the mini-product and how that will improve their life.   

 

Step 4 – Build your funnel: You’ll need an opt-in page. Immediately after opt-in, redirect people to a thank you page with the mini-product offer. The email sequence sends people back to a stand-alone offer page. Tools like Deadline Funnel can increase conversion rates.

 

Step 5 – Launch your ads: Start with the purchase conversion. Deliver your email sequence within 7 days to help with attribution in Facebook. Get your ads to a minimum of 1.5% unique outbound CTR. Optimize opt-in page conversion to 55%. Then optimize the offer page.

H – Hot Take

 

blank

And, what’s the best business model for a lifestyle business?

 

You’re spot on…….. Online courses, memberships, and group coaching.



P.S. If you like this newsletter and want to support it, you can:

Forward this newsletter to a friend with an invitation to subscribe right here: https://michealoneill.com/launch