Launch Newsletter Issue #00075

December 15, 2023April 18, 2024 Micheal O'Neill

Launch Newsletter Issue #00075

Hey, hey, it’s L.A.U.N.C.H., where we serve up online business growth knowledge like a master barista — hot, strong, and to the point

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.

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

L – Leads

**The “How I (Achieved Primary Promise)” Headline**

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.

Before we get into the review can we just stand back and applaud the social proof.

“Grant Cardone – Certified Billionaire”

Firstly, I am pretty sure there is no Billionaire certification program.

(Not that it isn’t something I’ve had to research just yet!)

But it takes a certain type of person to put this on an opt-in page. Bravo, Grant 👏👏👏👏

OK, back into the opt-in page structure and what we can learn and implement in our own funnels.

There are two versions of this headline

“How I did X”
“How Student Z did X”

Both of these are powerful mechanisms.

In both cases, “X” is the primary desire of your audience.

Primary desires need to be specific. In this case, it is earning $5,000,000.

But not just making $5,000,000. It’s making it in 90 days with 0 contacts and just $100.

Bounding your primary promise with a timeline for attainment will always increase the appeal.

The next two elements are key because they answer two primary objections.

“Well, of course, Grant can make $5,000,000 in 90 days, but I don’t have his network or his money.”

Everyone who lands on our opt-in page has a number of objections.

If we don’t answer the most common objections there and then it will kill our conversion rate.

This mechanism can be equally powerful to demonstrate how you achieved your audience’s primary desire or how a student of yours has achieved the primary desire.

Remember, people need to believe 3 things before they buy from you:

You have the skills and knowledge to help them achieve their primary desire
You have a process that guarantees they can achieve their primary desire
You are the person they want to lead them to their primary desire

Both of these style webinars or lead magnets can work exceptionally well to instill these 3 beliefs before making an offer.

The pre-header is also a common and highly effective mechanism you can implement on your next opt-in page:

FREE (Training, Guide, Plan, Cheatsheet) Reveals

Opt-in Page Swipe Files

SWIPE FILE 0075 – Grant Cardone – Webinar Opt-in Page

SWIPE FILE 0075 – Grant Cardone – Webinar Opt-in Thank You Page

A – A.I. Growth Prompts

Poe.com – A kick-ass, swiss army knife, ChatGPT killer, AI Chatbot

Over the past 3 to 4 months I’ve been experimenting with Poe.com.

Poe.com is an AI Chatbot similar to ChatGPT.

Here at L.A.U.N.C.H., we try to prevent subscription creep at all times, but this is definitely a low-cost subscription that we think you may love.

The big benefit of Poe.com is that it gives you access to the majority of the popular language models.

Each language model has certain limitations placed on it by its developers.

This means that some services are better at writing marketing copy while others are better at writing long-form copy, and others have stronger content filters, which makes their outputs more generic.

When you log into Poe.com, you can select the model you want to chat with.

So now, with a little research, you can make sure you are using the best tool for the job.

Poe.com also lets you create CustomGPTs and lets you share your GPTs with others.

Poe.com has turned this into an extensive library of highly specialized bots for you to explore and use.

Just some of the models Poe.com gives you access to include:

GPT-4
Claude100k (75,000 words)
DALL-E-3
StableDiffusionXL
ChatGPT4
ChatGPT4-32k (24,000 words)
Llama2

Poe.com is the swiss army knife of AI Chatbots. And at the same monthly price as ChatGPT it’s well worth checking out.

We’ve been very impressed with its useability and outputs.

U – Uplevel Ads

The very first Facebook ad I write for every new campaign

When you crack your primary promise, the copy writes itself.

Everything that we discussed in the Leads section applies here.

Notice how closely the ad copy language mirrors the opt-in page copy.

The first ad I draft for a new opt-in campaign always uses the majority of the copy of the opt-in page with very little else added.

The feedback loop on Facebook is faster than your opt-in page.

If an ad containing your opt-in page copy flops, you know your opt-in page won’t convert, and you need to go back to the drawing board.

On the other hand, if the ad is getting good engagement on Facebook, you know you’ve got something to work with.

Facebook Ads Swipe Files

SWIPE FILE 0075 – Grant Cardone – Ad to Webinar Opt-in

N – Now Launching

The upside down sales page

Grant brings an energy and enthusiasm to his webinar that is hard to beat.

We may roll our eyes at his message and his brash style, but his audience loves him and hangs on every word he says.

He has an infectious confidence.

He believes 110% in his own abilities and his ability to get you the result you want.

By the time the sales page link is shared at the end of the webinar, he knows there are people who are ready to buy.

And if you have people you know are ready to buy the last thing you should do is make them work to do so.

And that’s why I believe Grant’s upside-down sales page works.

When drafting a traditional sales page, we want to bring people on a journey.

On a journey from objection-filled, disinterested, skeptic to enthusiastic buyer.

On a traditional sales page, we map that journey as:

Position
Problem
Pain
Prescription
Pivot
Product
Product Details
Price
Promotion
Purchase Details

You can see here Product Details and Price are right at the bottom.

Grant flips the script on this, placing these two items at the very top of the page.

This would be disastrous if Grant were sending cold traffic to the sales page.

They would make their decision based on cost alone.

However, as he has whipped his audience into a frenzy during the webinar, it makes sense to put it front and center.

And remember, they have already seen the offer block and the price on the webinar.

And look how he stacks the value further down the page in the pricing section:

Positioning the done-for-you option so close in pricing to the do-it-yourself option will push the majority of purchases to the higher price option.

We can achieve the opposite effect by making the done-for-you option $1,497.

In this case, $1,497 would provide a positive price anchor for $497 and make it seem even better value.

This is definitely a sales page to study in full for your next offer:

Sales Page Swipe Files

SWIPE FILE 0075 – Grant Cardone – Post Webinar Sales Page

C – Conversion Optimization

Facebook Ad reporting cheatsheet

Facebook ad reporting and analysis can be a real pain in the ass.

But, without good reporting, you’ll never run profitable Facebook ads.

And, you’ll struggle to grow your online course or membership business.

Here’s your Facebook Ad reporting cheatsheet

Ad reporting and analysis is the key to unlock the full potential of your Facebook campaigns. Dive deep into data, identify patterns, and optimize for future success! Here are 4 actionable steps to nail it.

Step 1 – Set up custom dashboards: Create custom dashboards in Facebook Ads Manager, tailored to your goals. Here are my go-to metrics to track – CPM, CTR All, Outbound CTR, CPL, CPA & ROAS.

Step 2 – Review copy and creative performance: Study your top-performing ads, breaking it down by Headline, Creative & Body Copy. Form theories for why each component is performing so well and document both winning elements and winning combinations

Step 3 – Review audience performance: When starting, use Ad Set Budget optimization to test different audiences. Start with at least 3 audiences. Make notes of which ones perform best and which creative elements work best within each audience.

Step 4 – Always be testing: Always have a number of structured tests running at all times. You will rarely hit a home run straight out the gate. Be methodical and structured. Formally report your hypothesis and results for each test.

Step 5 – Optimize based on results: Identify the winning combination of ad creatives, copy, and targeting. Allocate budget to high-performing ad sets and make incremental improvements to underperforming ones. BE PATIENT. Great campaigns take time.

H – Hot Take

The simple solution to a big problem conundrum

The trick in the online world is to acknowledge your avatars big problem.

Console them and show them that you understand how frustrated they must be.

Then show them how your simple solution gives them a big outcome with the least amount of work on their behalf.

Simplicity is the key.

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Launch Newsletter Issue #00074

December 13, 2023April 18, 2024 Micheal O'Neill

Launch Newsletter Issue #00074

Hey, hey, it’s L.A.U.N.C.H, we’re that friend in the group that tries the hot wings first, just to make sure you don’t burn your taste buds off.

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:

L – Leads

A “no hype” opt-in page

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

A – A.I. Growth Prompts

How to create your own CustomGPT

Less than a year after OpenAI launched ChatGPT, they released a feature that instantly makes ChatGPT 1,000 times more powerful.

That’s the ability to build your own CustomGPT and train ChatGPT specifically on your content, audience, and what’s working for you and your competitors.

This opens up massive opportunities when optimizing your ads, opt-in, and sales pages.

If you haven’t set up a custom GPT yet, here are some simple steps to get you started.

Set up a training folder

Create a folder to store all the files related to your CustomGPT. This includes Facebook ad data, opt-in page copy, sales sequence email copy, email stats, sales page copy, other high converting ad, landing page, and sales page copy.

Save everything as a .csv or .txt file to make it as easy as possible for the CustomGPT to read, understand, and learn your data.

Creat your GPT

Click Explore under the ChatGPT logo in the top left hand corner of ChatGPT.

Then Create a GPT
On the next screen, click Configure

Give you GPT a name

Then tell it what you want it to do

Here are some sample instructions:

I want you to act as an expert copywriter and funnel CRO specialist.

You will be asked to draft and optimize copy for Facebook ads, opt-in pages, and sales pages

Your job is to maximize the profitability of the funnel while scaling the ad spend.

The primary audience is {enter audience details}

Always start first with the data provided in the knowledge section.

Where gaps exist in the data around the primary pain points, key motivators, and ultimate goals, please use your external knowledge to improve the profitability of the funnel.

Here are some guidelines to follow:

If you need more information or context, please ask.

If you run out of tokens, divide up your task into smaller chunks without losing the context of your tasks.

Offer advice and guidance if the user needs it, always providing relevant options.

Please draft all content in the voice of the copy supplier.

If you see an opportunity to improve the funnel, please suggest it to the user with a brief overview of your proposal.

If the user wants more information, they will ask you to comment further.

You can ignore conversation starters for now

Upload your .csv and .txt files to the knowledge section
In Capabilities, select all 3 options

Now go back to the top of the page and click on the + in the circle

Select use DALL.E and create an icon for your CustomGPT
Then click Save and “Only me” or “Only people with a link”

And BINGO that’s your CustomGPT set up and ready to go.

Like anything, a GPT will only be as good as the data it is trained on.

If you have years of Facebook ad data, extensive copy, and lots of client surveys, it will start producing great results straight away.

And, if you don’t have these yet, well, now is the best time to start gathering them.

U – Uplevel Ads

A profitable 24-word Facebook ad

Minimalist ad here from Stu. A minimalist ad for a minimalist funnel.

Again, it’s almost as if this ad shouldn’t work.

Like something a bored intern would throw together during their first week on the job.

And, yet, this ad has been running for just shy of a month. So, it must be doing something right.

The opening hook is strong. It signals who should pay attention, and it offers a desirable outcome.

Then, it skips right to the CTA.

A good hook can fill the A (Attention) & I (Interest) of AIDA.

In this case, the D (Desire) is “scaling your membership”.

So, on a basic level, it still ticks all the boxes.

Every time I launch a Facebook ad campaign, I kick off with 3 lengths of ads.

Short (0 – 50 words)
Medium (50 – 100)
Long (100+)

Over multiple rounds of optimizations, my best-performing ads have always ended up either long medium or long-form copy.

But your mileage may vary.

Show short form copy some love and give this a try in your next round of copy.

Facebook Ads Swipe Files:

SWIPE FILE: 0074 Stu McLaren – Ad to Lead Magnet Opt-in

N – Now Launching

A sales page that uses fear for good

While the design of the Front End Mini Product sales page is simple, the copy kicks into top gear.

I love the headline – “Will Your Idea For A Profitable Membership Site Actually Work?”

Talk about striking right to the very core fear of anyone considering launching a membership.

And the 4 positioning bullets are beautiful.

The headline lands a punch, with the overarching fear.

Then, the positioning bullets get more specific with the internal dialogue that expresses that fear.

If you are thinking about launching a new membership, one of these 4 fears, dressed up as questions, will be rolling around your head.

Headlines are the most valuable real estate on your sales page.

In the Lead2Launch Sales Page Blueprint, there are 15 sections every sales page should have.

That’s a lot of sections. However, I believe you should spend as long drafting your headlines (or longer) than you do drafting the copy for the 15 sections.

People don’t read every section of your sales page.

They scan the page, reading primarily the headings.

When they see a heading that is most relevant to them they dive in and read that section before getting back to scanning the page.

The headlines throughout Stu’s sales page are fantastic:

So, How Do You Ensure Your Membership Is A Success Right From The Get Go?

Learn The Secrets To Instantly Attracting Your Perfect Buyer

(Get My Proven Framework To Help You Explain What You Do So That People Buy)

Build Your Foundation For Membership Success

This is definitely one for the swipe files:

Sales Page Swipe Files:

SWIPE FILE: 0074 Stu McLaren – Mini Product Upsell Page

C – Conversion Optimization

Build ad campaigns that convert

Buying an online course or membership is a journey.

Your buyers go through 3 phases.

Look at yourself as a sherpa, guiding your customers on this journey.

Here’s how to build Facebook ad campaigns that will lead your clients to the summit

Let’s dive into the heart of your problem – not all ads serve the same purpose. It’s crucial to create ads tailored to each stage of your customer’s journey. So, let’s explore the stages, understand your audience, and build a winning strategy!

Awareness: Your potential customers are browsing. Catch their eye with engaging content, be it a video or headline. Speak to the problem you help them solve. Tip: Offer value, be relatable, and focus on building trust!
Consideration: Now they’re interested! Show them what their life will look like once they commit. Make it clear how what you offer is unique and why it will work for them. Offer testimonials, comparisons, or a freebie like a webinar.
Decision: Time to seal the deal. This is where you get into details. What they get and why that is important in helping them achieve their goals. Create a sense of urgency and make it easy for them to say yes, right now.

No one climbs Mt. Everest alone. You are your clients’ offer sherpa. Map the path they should follow, build trust and guide them to the ultimate transformation your online course or membership can help them achieve. You’re their guide to cheer them on and celebrate their wins.

H – Hot Take

Will the future be less digital?

Pssssst….. You’re on the right track….

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

Launch Newsletter Issue #00073

December 1, 2023April 18, 2024 Micheal O'Neill

Launch Newsletter Issue #00073

Hey, hey, it’s L.A.U.N.C.H, the newsletter that spices up your online business growth diet more than Franks Hot Sauce.

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:

L – Leads

How not to generate leads

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 increase your conversion rates and ultimately make more $$$$’s.

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

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.

Now this opt-in page is not part of the funnel, but it is available as a link from the hero section of the website’s home page.

If you’re launching an opt-in page please make sure it’s on your domain.

In this case, we can see they are using ConvertKit to host their opt-in page.

If you are going to invest in ads please make sure you spend the 10 minutes setting it up so your opt-in pages display on a custom domain.

It’s a small thing but these little things mount up.

ConvertKit is okay as a starting platform, but it is very limited

ConverKit has taken the creator world by storm.

Having worked with a number of clients who use ConvertKit, its landing page templates are limited and it doesn’t have a build-from-scratch option.

Before you invest in ads, invest in a landing page builder that is fit for purpose.

Formatting is important

The headline shows promise – 7 things about the brain I wish I knew When I was younger.

This is a variation of the popular Twitter kook-

7 things I know at 40 about the brain I wish I knew at 20

But for the love of god, please watch the capitalisation of your headline.

Either go with proper caps or all first letter caps. Don’t just stick one random capital letter into the headline.

Not making it about your prospect

I’m into Neuroplasticity.

I’m interested in it, but I don’t care about it. I care about what it will help me do.

I care about it because it will help me learn and adapt quickly.

But that isn’t why I really care about it.

I care about it because it will make me a better guitar player and business person.

It will help me make more money.

It will help me achieve my goals faster and give me more time to sit on the beach sipping a pina colada (if that’s what you are into!)

This opt-in page leaves me completely cold.

I don’t know who Gregory Caremans is, and I don’t care about his journey.

When someone looks at your ad, all that is going through their head is…..

What’s in this for me?

How does this solve a major pain point for me right now?

How will my life be better once I have this?

They don’t care about Gregory’s stagnations and regressions.

In the words of Jerry Maguire, “Show me the money”

Opt-in Page Swipe Files

SWIPE FILE: 0073 – Brain Academy – Lead Magnet Opt-in

A – A.I. Growth Prompts

Turn ChatGPT into a direct response legend

ChatGPT is a horrible copywriter.

There I’ve said it.

However, it is an amazing impersonator.

Next time you are asking ChatGPT for copy, give it a famous copywriter to mimic.

Let’s say you are asking ChatGPT to draft a headline for your opt-in page.

Set your prompt up as normal. Here’s the previous library to choose from:

https://michealoneill.com/category/blog/launch/a-i/

Then ask ChatGPT to refine the headlines in the voices of one of the direct response greats.

Here’s my go to list:

Eugene Schwartz
Gary Halbert
Joseph Sugarman
Claude Hopkins
David Ogilvy
Bob Bly
Clayton Makepeace
John Carlton
Ben Settle
Todd Brown
Jeff Walker
Dan Kennedy
Brian Kurtz

It’s scary to see how well ChatGPT can ape the voices of these copywriters.

The style and tone might not be right for your audience, but it is cool to see the different slants put on each headline by these legends of direct response.

U – Uplevel Ads

How not to write a boring Facebook ad

Back to the funnel at hand.

This is the ad that caught my eye.

Learn how to rewire your brain

Now you have to remember I am a convert, which brings me to mistake #1.

Be specific but don’t target too narrow an audience

I believe we can rewire our brains.

I know what’s possible when people rewire their brains, and I am looking for guidance on “how to”?

I am product-aware.

As for every other offer in the world, the solution-aware group will be the smallest cold audience group you can try to tap into.

Unless the total addressable market is massive, most cold advertising to this group will fail.

The stages of awareness that your customers fall into are as follows:

Unaware
Problem Aware
Solution Aware
Product Aware
Most Aware

Your cold ads need to target potential customers in the problem and solution-aware phases.

Lot’s of people want the benefits of neuroplasticity, but they’ve no clue what neuroplasticity is.

In this case, they’ll breeze right past this ad.

2. Don’t focus on the vehicle, focus on the destination

There is no primary promise in this ad.

This ad in no way answers the golden question… What’s in this for me?

It’s a good advertisement for neuroplasticity, but no one wants neuroplasticity.

Everyone wants what’s possible when they have a brain that can quickly learn and adapt.

And the fact is, most people don’t even care about that level.

They want what they will feel on the next level after that.

They want attention and applause as they sit around the campfire playing everyone’s favorite song on their guitar.

They want the big house in the hills when their business takes off, and they make millions.

They want a “fully booked practice” when they can teach their clients to achieve remarkable things by teaching them how to develop neuroplasticity.

3. Don’t make it about you

Yes, we want to provide social proof.

Yes, we want to provide proof that our program works.

But instead of saying how brilliant you are, make it about your clients.

Talk about the results your clients have achieved.

No one cares if this is your number 1 best-selling course.

Turn…

“Neuroplasticity: How to rewire your brain” is our number one bestselling course. Over 114,000 participants have joined us already.”

….Into (and yes, I’m going to go a little overboard, but)…

Join over 114,000 people who have discovered my step-by-step blueprint to learn any skill 242% faster, effortlessly.

From getting a promotion or building your dream business, to finding a new job or cracking your childhood dream of solving the Rubik’s Cube.

You will discover simple steps that you can apply every day to every task to hit your goals and create the life of your dreams.

4. Don’t include the price in the ad unless it’s a major selling point

Just because something is $35 doesn’t mean it is attractive to people.

Including a price in your ad should only be done if it makes it a no-brainer for people.

Let’s say you are Tony Robbins, and people know you sell a program for $1,997.

If you are selling it for $35, that is an amazing deal, and people will buy it.

Let’s say you are retargeting your email list with ads, and they know the cheapest program you offer is $1,997.

If you launch a mini program at $35, that is an amazing deal, and people will buy it.

Facebook Ads Swipe Files

SWIPE FILE: 0073 – Brain Academy – Ad to Offer

N – Now Launching

How not to write a dull sales page

Brain Academy are using a simple(but challenging) Facebook ad > Mini-Product funnel.

For a $37 product this is not unheard of.

However, it puts a massive premium on the offer and your offer page copy.

You need to be elite-level to get this to work.

Unfortunately, like the previous steps, this offer page shows a lot of common mistakes infomarketers make.

Don’t include general navigation on your sales page

This is a massive no-no.

The header section is a valuable space.

The #1 thing you need to include is a big buy now button.

You can include links, but make sure they are links to sections within the sales page.

Leading people away from the sales page back to the home page or about us page is a recipe for killing your conversion rates.

2. Don’t fluff the headline

$0.80 of your $1 is spent on your headline.

Brain Academy falls into the trap of talking about the vehicle rather than

i) the problem they solve or
ii) the ultimate promise they help people achieve.

I’m not going to repeat myself from the ad review section but despite telling people what the product does there is no away from or toward motivation imparted.

There is nothing for potential customers to get excited about and no reason for them to keep reading.

3. Don’t have a weak (and buried) primary promise

Somewhere down the page we finally come to the primary promise.

But unfortunately, it’s as weak as a 3-second dipped tea bag.

“Take life back into their own hands”

People want to be inspired. They want to imagine themselves as the heroes of their own story.

They need specifics about what their life will be like once they are endowed with their new superpower.

But they are lazy. They can’t imagine it for themselves. They need you to spell it out.

They need to know how much, by when, and how they can get a guaranteed result with as little work as possible.

This might sound like direct marketer speak, but it is true.

And your offer needs to be designed from the ground up so you can make these claims

4. Don’t turn people off buying with dull module titles

If you don’t turn every module title into a curiosity-inducing, excitement-building, benefit-laden knock-out reason to buy, don’t list them on your sales page.

Unfortunately, this is a feature of teachable that I get all my clients to switch off immediately.

Seriously who is going to buy – “Scope of this course” or “neuroplasticity-sensorial-motoric-exercises”

No one wants to sit through hours of video.

They want the greatest possible result, in the shortest possible time frame, with the least possible effort.

For titles to be inspiring they need to promise a big win.

That is what the person will be able to do when they have learned this skill or technique.

Sales Page Swipe Files

SWIPE FILE: 0073 – Brain Academy – Mini Front-end Offer Page

C – Conversion Optimization

5 powerful scarcity and urgency tactics

Scarcity and urgency are the two best ways to increase your conversion rate.

But most online business owners don’t know how to apply them for maximum effect.

Here are five powerful scarcity and urgency tactics…

…that will send you course and membership sales through the roof

Limited-Time Offer: Create a sense of urgency by providing a deadline. Set a specific date and time when your offer ends. This will encourage potential customers to act quickly, not wanting to miss out on the opportunity.
Limited Enrolment: Cap the number of people who can enroll in your course or program. This creates exclusivity and a sense of urgency. Prospective students will want to enroll quickly before the course fills up.
Limited Access: Restrict access to your course or membership. Only allow enrollment during your launches and make sure people are aware that if they miss this chance they will have to wait until you next launch if they want to sign up.
Limited Time Bonuses: Add bonuses that are only available for a limited time. These bonuses should be valuable enough to make prospective students act fast to enroll before they miss out on the extra benefits.
Early-Bird Discount: Reward your early customers with a special price. This is a time-sensitive offer that creates urgency and scarcity. Prospective students will want to enroll early to take advantage of the discount before it expires.

There you have it! Five scarcity and urgency tactics that will make your online course or membership irresistible. Start implementing these tactics today and watch your conversions grow.

H – Hot Take

Winter’s coming… are you ready?

Winter is coming. Still most likely to hit in 2026. But make sure you’re gathering wood.

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

Launch Newsletter Issue #00072

November 24, 2023April 18, 2024 Micheal O'Neill

Launch Newsletter Issue #00072

Hey, hey, hey, this is L.A.U.N.C.H, we read between the online business growth lines for you so you don’t have to make that ugly squinting face.

And, if you 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:

L – Leads

A curiosity invoking quiz opt-in page

As a L.A.U.N.C.H. subscriber you know we love a good Quiz.

Well, Amy Porterfield has just launched a new Quiz so we had to dive in.

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.

Directly below the hero section, Amy reverts to more standard practice.

In fact, if I were to see this section above the fold, I wouldn’t have asked any questions.

Amy really cuts to the core of her audience’s desire with the headline.

Could ONE Digital Course Realistically Replace Your Client Work? Your 9-5 Salary?

We’re a big fan of alliteration. However, in this headline, I would remove “Realistically”.

Could ONE Digital Course Replace Your Client Work? Your 9-5 Salary?

This version Is shorter, snappier, and easier to understand.

A word like realistically may spark skepticism in the reader. Skepticism leads to distrust.

Opt-in Page Swipe Files

SWIPE FILE: 0072 – Amy Porterfield – Quiz Opt-in Page

SWIPE FILE: 0072 – Amy Porterfield – Quiz

SWIPE FILE: 0072 – Amy Porterfield – Quiz p1

SWIPE FILE: 0072 – Amy Porterfield – Quiz p2

SWIPE FILE: 0072 – Amy Porterfield – Quiz p3

SWIPE FILE: 0072 – Amy Porterfield – Quiz p4

SWIPE FILE: 0072 – Amy Porterfield – Quiz p5

SWIPE FILE: 0072 – Amy Porterfield – Quiz p6

SWIPE FILE: 0072 – Amy Porterfield – Quiz p7

SWIPE FILE: 0072 – Amy Porterfield – Quiz p8

SWIPE FILE: 0072 – Amy Porterfield – Quiz p9

A – A.I. Growth Prompts

All the latest sca from OpenAI (you couldn’t make this up!)

A break from the prompts for this week.

How could we serve up yet another banging ChatGPT prompt when the future of ChatGPT hangs in the balance?

It has been a roller coaster week for Sam Altman, the former and current CEO of OpenAI.

On Friday, 17 November, OpenAI’s board of directors fired Sam, saying he wasn’t candid in his communications with the board.

I don’t think this would have come as a surprise to Sam.

The funny thing is he seemed to be in control of the situation from the start.

Yes, the board “heaved,” or more specifically, certain members of the board heaved.

But the moves pulled by Sam subsequently have been nothing short of genius.

We have to remember however, Sam is a boy genius.

At the age of just 29, Sam held the most coveted position in Silicon Valley as President of Y Combinator.

He left Y Combinator in 2019 to cofound OpenAI, a generation-defining company.

Let’s just say there are no flies on Sam!

On Friday, the board announced Sam was fired.

On Sunday, Sam announced he had joined Microsoft.

On Monday, Microsoft publicly offered jobs to all OpenAI employees.

Remember, Microsoft has invested more than $13 Billion in OpenAI.

Sam’s departure, sparked mutiny among the OpenAI team.

On Tuesday, 770 OpenAI employees signed a petition calling for the board’s resignation.

On Wednesday, Sam returns as the CEO with a new board of directors.

Much of the conflict between the old board and Sam was due to the “Non-Profit” nature of OpenAI and the cap on earnings for investors. (Of which many of the board members were!)

Sam is in favor of keeping OpenAI as a non-profit.

With so much upside potential, it strikes me that the old board was not as enthusiastic. Despite them all being multi-deca-millionaires and above.

Just goes to show you that no matter how much money you have, greed can kick in.

What a wild ride!

U – Uplevel Ads

Psst..want the secret to a killer opening hook?

Opening hook swipe right there!

I’ll let you in on a little secret, X to X.

I’ll let you in on a little secret, quilter to quilter.
I’ll let you in on a little secret, herbalist to herbalist.
I’ll let you in on a little secret, yogi to yogi

People love to feel they are on the inside. That they know something others don’t.

People want to feel like they are in the popular gang.

You can definitely leverage it in your ads.

This ad is more than likely a retargeting ad for Amy’s second signature program –

List Builders Society.

I say retargeting because running FB ads to a cold audience for a $497 product is a tough ask.

Even for Amy Porterfield.

Facebook Ads Swipe Files

SWIPE FILE – 0072 – Amy Porterfield – Ad to offer

N – Now Launching

A super sales page conversion boosting web app

Amy has a defined offer page layout, and I am a big fan.

Easy on-page navigation at the top.

Very prominent Enrol Now button in the header.

Image to the left. Headline, Subhead, and hero body to the right.

But what I really love and you should check out today is a widget in the middle of the offer page:

https://www.amyporterfield.com/lbssp1b/

Look for the section: Calculate How Long It Will Take To See Your Subscribers Tick Up

Depending on how many hours you can dedicate a week you can move the slider.

As you do the “You’ll be finished in” time changes.

As well as being a really cool web app. This is a very powerful psychological mechanism.

It puts the power and results of the program in the hands of the user.

The question is no longer will I get a result from this program.

The result is guaranteed. The only variable is the amount of time I put into it.

It also tells me that I can take the program in my own time.

This is especially important as we approach Christmas.

I also love how Amy has worded her payment plan:

Buy Now + Pay Monthly
Buy Now + Get An Extra Bonus

This is likely to save her lots of time and energy dealing with refund requests or payment plan stoppage requests.

Sales Page Swipe Files

SWIPE FILE – 0072 – Amy Porterfield – Offer Page

C – Conversion Optimization

3 simple steps to scale your business

Wish you could clone your best customers…

…so you can scale your online course or membership business?

Well here are 3 simple steps to do just that with Facebook Ads.

Scaling your ad campaigns shouldn’t feel like pulling teeth. With Lookalike Audiences, you tap into Facebook’s AI to find users who look most like your current customers. Here’s how to get started with Lookalike Audiences!

Step 1 – Define your “source audience.” Export your customers list. The more detail you have the better. Include purchase value amount as well as their contact details. This helps Facebook identify and prioritize them based on their spend.

Step 2 – Create your Lookalike Audience. Upload your customer list as a custom audience. Once uploaded select your custom audience and create a lookalike audience. A lookalike is a certain percentage of a selected population that looks most like your customer list.

Step 3 – Launch your Campaign. Your Lookalike audience is based on customers but it is a cold audience. They may not know you, your solution or even the problem you solve. Bring them on a journey and give them everything they need to commit to taking action.

In general Lookalike audiences may not be as powerful as they once were. Having said that in our client accounts we are still getting high ROAS from value based Lookalike audiences. This is one of our go to audiences that we test in every campaign we launch.

H – Hot Take

Who fired who? I have a sneaky suspicion Sam ousted a Bord he wasn’t happy with!

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

Launch Newsletter Issue #00071

November 16, 2023April 18, 2024 Micheal O'Neill

Hey, hey, hey, this is L.A.U.N.C.H, your “go-to” online business growth pill – easy to swallow, no bitter aftertaste, and immediate results.

Here’s what we’ve got for you today:

Super simple opt-in page review
You killer ad hook drafting AI prompt
How to use questions to spice up your ad copy
Slick social sales page proof
5 Steps to grow your online course or membership business
Your key to success

And, if you 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:

L – Leads

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:

Opt-in page structure

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

SWIPE FILE – 00071 – Robert Kiyosaki – Lead magnet opt-in page

A – A.I. Growth Prompts

Prompt Objective:

To draft multiple hooks for Facebook ads promoting a lead magnet.

Prompt Outline:

I want you to act as an expert direct-response copywriter.

Your job is to craft a compelling and high-converting opening hook for a Facebook ad.

I am going to ask you to draft 10 hooks.

Here is the data you need. If any required data is missing, please use your knowledge and all information available to you online to fill in the gaps.

[*Target Audience Description*]

{Briefly describe your perfect fit client (e.g., dreams, goals, ambitions, challenges, desires, interests).}

[*Lead Magnet Title*]

{Outline the title and subtitle of the lead magnet}

[*Lead Magnet Main Challenge or Pain Point*]

{What is the primary challenge or pain point your lead magnet addresses for this audience?}

[*Emotional Triggers*]

{Identify any specific emotions (like aspiration or frustration) that your target audience might have related to their pain points.}

[*Common Objections*]

{List common objections or hesitations your audience might have.}

[*Desired Action from Ad Viewers*]

{What is the primary action you want viewers to take after seeing the ad?}

[*Urgency or Scarcity Elements*]

{Are there any urgency or scarcity factors (like limited time offer, limited spots, etc.)?}

You can choose which combination of the following elements you use to create the hook.

Target Audience Engagement:

Use the audience description [*Your Target Audience Description*] to directly address the viewers and engage them personally.

Highlight the Main Challenge or Pain Point:

Emphasize the primary challenge or pain point [*Lead Magnet Main Challenge or Pain Point*] that your lead magnet addresses, making it relatable to the audience.

Leverage Emotional Triggers:

Utilize the identified emotional triggers [*Emotional Triggers*] to create a deeper connection and urgency.

Counter Common Objections: Tactfully counter any common objections [*Common Objections*] to alleviate concerns upfront.

Clear Call to Action: Include a clear and compelling call to action [*Desired Action from Ad Viewers*] that guides viewers on what to do next.

Incorporate Urgency/Scarcity: If applicable, add urgency or scarcity elements [*Urgency or Scarcity Elements*] to prompt immediate action.

Please ensure the hook is concise, engaging, and aligns seamlessly with the lead magnet.

Please draft it in a friendly human voice that will avoid all AI detection tests.

U – Uplevel Ads

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

SWIPE FILE – 00071 – Robert Kiyosaki – Ad to Lead Magnet

N – Now Launching

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

SWIPE FILE – 00071 – Robert Kiyosaki – Membership Sales Page

C – Conversion Optimization

I avoided these like the plague for years.

Now they are some of my best-performing Facebook ads.

The Facebook gurus are going to hate me for this…

But if you want to grow your online course or membership business…

….you need to check these out…..

If you want to reduce your cost per lead and run more profitable Facebook ads, dynamic creative is a game-changer. Dynamic creative ads, give the Facebook algorithm the power to mix and match creative elements to personalize ads for and individual user.

Step 1: Build your copy assets. Draft 3 variations of body copy and 3 variations of headlines for your campaign. Make sure that the headlines are interchangeable with the body copy. All the normal copywriting best practices apply. Give people a compelling reason to act now.

Step 2: Build your visual assets. Create 3 variations of images or videos that align with the copy and headlines created in Step 1. Your visuals should grab people’s attention so they pause for a second and read your headline. How can you stand out in a sea of sameness?

Step 3: Pick your dynamic combo. I’m a fan of the 3-3-2 method. We don’t want to give Facebook too many choices. Use any combo of assets in the ratio 3-3-2. 3 body copy, 3 headlines, and 2 images or 3 headlines, 3 images, and 2 body copy.

Step 4: Build and launch your campaign. You will end up with one dynamic creative ad per ad set. You can have as many ad sets as you like. If you want to turbo-test your assets, you can run multiple ad sets with the same audience head to head.

Step 5: Track and optimize. Log into your ad account, select your campaign, open the ad set tab and then select Breakdown, and “By dynamic creative element”. This will display the results from each asset element. Create variations of the winners and repeat the process.

H – Hot Take

SHOW UP……

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

Launch Newsletter Issue #00070

November 9, 2023April 18, 2024 Micheal O'Neill

Welcome to LAUNCH; we’re like a slice of pizza – you can enjoy it any time of the day. Breakfast, lunch, dinner, midnight snack – doesn’t matter.

Here’s what we’ve got for you today:

Opt-in page review – OYNB – Quiz
ChatGPT Prompt of the week – Create a high converting headline
Facebook ad review – OYNB – Ad to Quiz
Sales page review – OYNB – Book-a-call Sales Page
The 5 most important metrics, and how to optimize for each

And, if you 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:

L – Leads

The goal is never to get the cheapest leads possible.

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

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

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

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

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

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

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

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

They really followed the blueprint with this headline.

Position the audience

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

Are you an entrepreneur or high-achieving professional?

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

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

Identify the primary pain point

Do you struggle with your drinking?

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

Identify the dream outcome

Would you like to have effortless control over your drinking?

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

Timebound

You can have your result in just 8 weeks

Without the primary frustrations

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

Well that will pique readers attention.

And then the elephant in the room – without willpower.

Here’s the formula……

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

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

Opt-in Page Swipe File

SWIPE FILE – 00070 – OYNB – Quiz

A – A.I. Growth Prompts

Prompt Objective:

Create a high converting opt-in page or sales page headline using a proven

Prompt Outline

Prompt Part 1:

I want you to act as an expert direct-response copywriter.

I am going to ask you to draft a series of high-converting opt-in or sales page headlines using a proven template.

Your goal is to maximize the on-page conversion rate.

I will provide data for the primary pain, desired outcome, and frustrations, but I want you to make copy suggestions based on your research and knowledge of my primary audience.

Here is your initial data:

{primary audience}:

{primary pain}:

{dream outcome}:

{time frame}:

{primary frustrations}:

Here is the headline format I want you to use when drafting your copy:

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

Here is a sample headline drafted in the desired format:
How entrepreneurs and high-achieving professionals go from struggling with their drinking to effortless control in just 8 weeks—without giving up alcohol or relying on willpower

Please give me 20 headline variations to start with.

←end prompt→

Prompt Part 2:

Please redraft these headlines to:

highlight key pain points

highlight massive frustrations

Highlight dream outcomes

make them more emotive

increase the conversion rate

Please draft options in the voice, tone and style of:

Gary Halbert

David Ogivly

Eugene Schwartz

Dan Kennedy

Todd Brown

Here is a sample prompt I entered into ChatGPT.

I want you to act as an expert direct-response copywriter.

I am going to ask you to draft a series of high-converting opt-in or sales page headlines using a proven template.

Your goal is to maximize the on-page conversion rate.

I will provide data for the primary pain, desired outcome, and frustrations, but I want you to make copy suggestions based on your research and knowledge of my primary audience.

Here is your initial data:

{primary audience}: Online course creators and membership site owners

{primary pain}: they want to run profitable Facebook ads, but they are overwhelmed by the challenges of getting started or getting their ads and funnel to convert

{dream outcome}: running profitable, high-converting, easy-to-run Facebook ad campagins

{time frame}: 8 weeks

{primary frustrations}: wasting time, wasting money, ad account shutdowns, spending years learning Facebook ads,

Here is the headline format I want you to use when drafting your copy:

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

Here is a sample headline drafted in the desired format:

How entrepreneurs and high-achieving professionals go from struggling with their drinking to effortless control in just 8 weeks—without giving up alcohol or relying on willpower

Please give me 20 headline variations to start with.

U – Uplevel Ads

The AIDA copywriting technique is employed beautifully here.

ATTENTION

The language is a bit wooden for my liking.

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

Often simple copy will convert better.

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

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

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

INTEREST

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

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

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

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

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

DESIRE

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

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

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

From:

As an experienced guide who has empowered thousands of women worldwide

To:

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

ACTION

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

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

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

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

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

Facebook Ads Swipe Files

SWIPE FILE – 00070 – OYNB – Ad to Quiz

N – Now Launching

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

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

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

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

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

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

It is easy to say –

Quit Drink In 8 Weeks And Never Look Back

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

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

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

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

Sales Page Swipe Files

SWIPE FILE – 00070 – OYNB – Book-a-call Page

SWIPE FILE – 00070 – OYNB – Book-a-call Sales Page

C – Conversion Optimization

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

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

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

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

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

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

It is easy to say –

Quit Drink In 8 Weeks And Never Look Back

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

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

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

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

Sales Page Swipe Files

SWIPE FILE – 00070 – OYNB – Book-a-call Page

SWIPE FILE – 00070 – OYNB – Book-a-call Sales Page

H – Hot Take

Nothing to add…. just 🤣🤣🤣🤣🤣

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

Launch Newsletter Issue #00068

November 2, 2023April 25, 2024 Micheal O'Neill

Welcome to LAUNCH; we’re the DoorDash of online business growth. We bring the best conversion and launch strategies directly to your doorstep.

Here’s what we’ve got for you today:

Patty Parlmer’s Paid Launch Offer Page Review
A.I. Growth Prompt of the Week
Patty Parlmer’s Facebook Ad to Paid Launch Review
Patty Parlmer’s Membership Offer Review
5 steps to profitably grow your online course and membership business

And, if you 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:

L – Leads

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:

SWIPE FILE – 0068 – Patty Parlmer – Paid Launch Offer

A – A.I. Growth Prompts

Prompt Part 1:

I want you to act as an expert direct-response copywriter.

I am going to ask you to draft a series of high-converting opt-in page headlines.

The opt-in page is requesting people to sign up for this lead magnet:

{Upload lead magnet}.

Please don’t take any action yet. Simply review the lead magnet and get ready for further prompts.

Prompt Part 2:

The target audience for this lead magnet is:

{Describe your target audience here}

The primary promise of lead magnet is:

{What is the main benefit or outcome that your lead magnet provides?}

Here are your instructions:

Research the key pain points and desired transformation of the target audience.

Generate at least 25 opt-in page headlines in a variety of formats, using the following formulas:

Problem-Agitate-Solve (PAS): Identify a problem or challenge that the target audience is facing, agitate it to make them feel the pain more acutely, and then offer your lead magnet as the solution.

Before-After-Bridge (BAB): Describe the target audience’s current situation (before), paint a picture of their desired future state (after), and then introduce your lead magnet as the bridge that will help them get from one to the other.

Intrigue-Curiosity-Gap (ICG): Start with a statement that piques the target audience’s curiosity, then introduce a gap in their knowledge or understanding, and finally offer your lead magnet as the way to fill that gap.

Testimonial-Guarantee-Call to Action (TGC): Share a testimonial from a satisfied customer, offer a guarantee to reduce risk, and then include a strong call to action.

Scarcity-Urgency-Limited Time Offer (SUL): Create a sense of urgency by emphasizing the limited availability of your lead magnet or the time-sensitive nature of the offer.

Tips:

Make sure your headlines are relevant to your target audience and the lead magnet you are offering.

Speak directly to the audience, highlighting their fears, challenges, frustrations, dreams, desires and ambitions.

Use strong, persuasive language that will grab attention and generate curiosity.

Be specific about the benefits and outcomes that your lead magnet provides.

Use a variety of headline formats to keep your audience engaged.

U – Uplevel Ads

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

SWIPE FILE – 0068 – Patty Parlmer Ad 1 to Paid Launch

SWIPE FILE – 0068 – Patty Parlmer Ad 2 to Paid Launch

N – Now Launching

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:

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:

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 Files:

SWIPE FILE – 0068 – Patty Parlmer Membership Offer Page 1

SWIPE FILE – 0068 – Patty Parlmer Membership Offer Page 2

SWIPE FILE – 0068 – Patty Parlmer Membership Offer Page 3

SWIPE FILE – 0068 – Patty Parlmer Membership Offer Page 4

C – Conversion Optimization

Not getting the leads and sales you want from your Facebook ads?

Tired of seeing your competitors crush it while you’re stuck in the mud?

Here are 5 steps to profitably grow your online course and membership business

Facebook Ads are still the #1 way to scale your online business. While we love TikTok, YouTube, and Google Ads, Facebook is still your best bet. Yes, it’s much more difficult than it was 5 years ago, but with the right approach, you can win big.

Step 1: Start with a clear goal. How many leads do you want to attract, how many sales do you want to make? Remember, we can’t directly control the results. Include input and output goals in your plan. Set goals for the actions you will take as well as the results.

Step 2: Define the problem you solve. Knowledge of your audience is key. If you are not solving a #1 top-of-mind, major pain point for your audience, they will ignore you. When you can guarantee to solve 1 massive problem for your audience, that’s when campaigns take off.

Step 3: Write ad copy that speaks to the pain. When we demonstrate we understand the problem our audience face, they will also believe we know the solution. Identify the problem and then paint a vivid picture of what their life will look like once solved.

Step 4: Use eye-catching visuals to capture attention. People are bombarded with thousands of ads a day. What can you do to stand out? The goal of your visual is to stop your perfect-fit client scrolling. It buys you a split second in which they read your headline.

Step 5: Test, test, test! Create multiple versions of your Facebook ads and test them against each other to see which ones perform best. At the end of each test, create multiple variations of the winning ad and repeat the process.

H – Hot Take

What can Mario teach us about sales?

EVERYTHING!

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

Launch Newsletter Issue #00067

October 26, 2023April 25, 2024 Micheal O'Neill

Welcome to LAUNCH, the online business growth newsletter that spends all week trawling the Facebook ad library so you don’t pull a muscle in your scrolling finger.

Here’s what we’ve got for you today:

Opt-in page review -Jenna Kutcher – Free Webinar
A.I. Growth Prompt of the Week
Facebook ad Review – Jenna Kutcher – FB ad to Free Webinar
Offer page hero template for your next launch
5 simple steps to reduce your CPL and CPA

And, if you 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:

L – Leads

Up to 80% of visitors to your opt-in pages will be on mobile.

If you want to succeed online today, you’ve gotta think mobile first.

I’ve been banging on about this for years.

But this is the first time I’ve seen a double hero.

When I landed on Jenna’s (desktop) opt-in page, my first thought was… boy this is cluttered.

It wasn’t until I switched to mobile view that I saw the genius of what she had done.

The top banner of the desktop page becomes the mobile above the fold section complete with.

Headline
Body Copy
CTA
Image
Scarcity (Countdown timer)

And then when the visitor scrolls, they have a second hero section.

One thing that stands out when looking at the desktop version is how little space you have on mobile.

Looks like we all better get good at saying a lot with as few words as possible!

Opt-in Page Swipe Files

SWIPE FILE – 0067 – Jenna Kutcher – Webinar Registration Page

SWIPE FILE – 0067 – Jenna Kutcher – Opt-in Pop up

SWIPE FILE – 0067 – Jenna Kutcher – Thank You Page

A – A.I. Growth Prompts

Prompt Objective:

Last week, you used ChatGPT to help you create a high-converting lead magnet from a long-form video.

A.I. Growth Prompt of the Week – Issue #0066

This week, we’ll use ChatGPT to help draft the lead magnet opt-in page copy for your lead magnet.

Prompt Outline:

Step 1 – Upload your lead magnet

Select ChatGPT 4 > Advanced Data Analysis

In the message dialogue box, hit the plus sign and upload the lead magnet file.

Then, enter the prompt below:

Here is the content of my Lead Magnet.

Please confirm that you can read and understand the uploaded file from start to finish.

In the following conversation, I will ask you to help me create content based on the contents of this document.

Don’t take any action yet. Please just study the content of the lead magnet.

Step 2 – Opt-in page structure

Prompt:

Thank you.

I want you to act as an expert direct-response copywriter.

I want you to draft marketing copy for a high-converting opt-in page.

Your goal is to write copy that gets the maximum number of people to opt in for the lead magnet.

Please ensure that all copy aligns with the content of the lead magnet.

The opt-in page has five key sections:

Headline – (7 words approx)

Sub headline (12 words approx)

Body Copy (1 paragraph + 3-4 fascination bullet points)

Call To Action (3-5 words)

Image (please suggest an appropriate image)

Your copy should instantly answer the following questions for someone who visits the page –

Why should I pay attention to this?

Why is this important to me?

How will my life improve if I opt for this lead magnet?

Draft the copy in a friendly, human voice.

Ensure all copy passes A.I. detection tests.

Match the voice, tone, and language from the lead magnet.

Draft your copy at a 6th-grade or below level.

Please draft three versions of the opt-in page copy based on the above criteria.

Step 3 – Refinement

Prompt:

Keeping the copy aligned with the lead magnet uploaded at the start of the conversation, please redraft three versions in the style, tone, and structure of Eugene Schwartz.

Repeat as often as you like, changing the name of the copywriter. Here are some suggestions:

Gary Halbert
David Ogilvy
Todd Brown
Brian Kurtz
John Charlton
Ray Edwards
Jim Edwards
Russel Brunson
Jeff Walker
Stu McLaren

U – Uplevel Ads

Is launching a successful Podcast as easy as 3 Simple Steps?

No, of course, it isn’t, but if most people knew how hard it was, they would never try.

Is Jenna a “bad person” for painting a podcast launch much easier than it is?

No. Not at all. She knows how powerful a podcast can be in driving online business growth.

Her job is to convince as many people as possible to launch a podcast so they can have the same growth she has.

And how do you do that? You make it seem effortless.

You break it down into simple steps and give people what they want: a silver bullet.

Her job is to get people to take just one step.

One step forward toward their ultimate goal. One step into Jenna’s world.

Because once they are in Jenna’s world, she can help them take the next step.

Create a framework, give people simple steps, and show them the shortcut.

To get them to take their first step, make it feel effortless and guarantee their success.

Facebook Ads Swipe File

SWIPE FILE – 0067 – Jenna Kutcher – FB ad to Free Webinar

N – Now Launching

Speaking of keeping things simple.

Here is an offer page hero template for your next launch.

Introducing Your Complete A-Z {Your Topic} Roadmap

Get my proven, 5-step stress-busting system to {primary outcome} in just 30 days.

I love the phrase “5-step stress-busting” so much alliteration and consonance.

Sales Page Swipe Files

SWIPE FILE – 0067 – Jenna Kutcher – Podcast Lab Offer Page

C – Conversion Optimization

Do you struggle to turn leads into sales?

Maybe you are struggling to attract leads, to begin with.

The key to success with Facebook Ads lies in Funnel Optimization.

Here are 5 simple steps to reduce your cost per lead and cost per acquisition.

Step 1 – Identify your audience’s pain points and desires. You have to solve a #1 top-of-mind pain point. Perry Marshall calls this finding the “bleeding neck”. People will pay anything to solve a bleeding neck problem.

Step 2 – Create an offer that promises to solve their #1 pain point. Once you understand your audience’s #1 pain point, create an offer that guarantees to fix it for them and lead them to the ultimate goal they seek.

Step 3 – Optimize landing pages for conversions. Your headlines are key. Be specific, concise, and compelling. Call out a massive pain they want to avoid or a goal they want to achieve. The rest of your copy provides proof you can help them do it.

Step 4 – Make it easy to take the next step. Your funnel should feel like a logical set of steps on your perfect-fit client’s journey to their ultimate goal. Every step should feel like the logical next step for them to take. Bring them on a journey to success.

Step 5 – The profit is in the follow-up. Email marketing is the key to profitable customer acquisition. Yes, I’m a Facebook ads guy, but most of my client’s profits are made through a carefully planned and optimized follow-up email sequence.

H – Hot Take

hmmmmm…..what are you optimizing for?

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

Launch Newsletter Issue #00066

October 19, 2023January 15, 2024 Micheal O'Neill

Welcome to L.A.U.N.C.H., the Rosetta Stone of online business growth. We teach you the lingo so you can speak Conversion Rate Optimization like a natural.

Here’s what we’ve got for you today:

Marisa Murgatroyd – Free Workshop Opt-in Page Review
ChatGPT Prompt of the Week
Marisa Murgatroyd – FB ad to free workshop review
Marisa Murgatroyd – Offer sales page review
4 strategies to increase your sales conversion rate

And, if you 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:

L – Leads

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

You can check out that funnel review here:

Challenge Funnel Review with Marisa Murgatroyd

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

The high-level overview of her Challenge Funnel was:

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

Now we have her Signature Product Funnel:

(Free Workshop)
- The Simple Formula For Creating Ultra-Profitable Courses
(Signature Program)
- Experience Product Masterclass – Skyrocket Your Income With A New Kind Of High-Impact Online Course

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

Step 1 – Study Marisa’s Roadmap

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

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

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

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

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

Step 3 – Map Your Value Ascension Roadmap

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

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

Opt-in Page Swipe File:

SWIPE FILE – 00066 – Marisa Murgatroyd – Free Workshop Opt-in

A – A.I. Growth Prompts

Prompt Objective:

You’ve delivered a powerful workshop. Your audience goes crazy, they love it.

And you think to yourself….. Wouldn’t this make an awesome mini-product.

But what lead magnet could I use to promote my mini-product?

Well, fear not. We have the perfect prompt for you.

Prompt Outline:

Step 1 – Download the transcript of your workshop

There are plenty of ways you can do this, but the easiest is to upload the video to YouTube as a Private, Unlisted video.

Then go to your video:

Click the 3 buttons on the right side below your video > Show Transcript
Underneath the video above the description, click Show Transcript again
In the panel to the right of the video where the transcript displays, click the three dots and toggle time stamps
Copy the text of the transcript and past it into a Word or Notepad document and save the file.

Step 2 – Upload to ChatGPT

For this step you will require a premium subscription to ChatGPT.

Select ChatGPT 4 > Advanced Data Analysis.

In the message dialogue box, hit the plus sign and upload the transcript file.

Step 3 – The Prompts

Prompt 1:

(Upload transcript file)

Please confirm that you can read and understand the uploaded file from start to finish.

Prompt 2:

Thank you.

I want you to act as a master online business growth specialist and copywriting expert.

The attached file is a transcript from a video. This video will form a mini-product that we will sell for {price}.

The mini-product will be sold directly after people opt in for a lead magnet.

Based on the content of the video, we want you to design a lead magnet that will:

Be highly attractive to our audience
Will help our audience solve one major problem that is keeping them awake at night
Will get our audience to take one immediate step to solving their problem
Will position our audience so that they are ready to buy the mini-product

A good lead magnet has the following characteristics.

Solves one major pain point
Deals with one specific topic only
Provides practical, actionable steps for people to solve their problem
Promises a framework, process, cheat sheet, or step-plan people can follow
Guarantees a highly desirable outcome in the shortest time frame possible, with the least amount of work required
Makes achieving the outcome feel easy
Can be consumed and implemented within 15 minutes of downloading

The mini-product should feel like the logical next step someone will take once they opt-in for the lead magnet.

The mini-product can solve the next problem our audience faces or help them solve the same problem as the lead magnet but quicker, easier and with less effort.

Please suggest five outlines for potential lead magnets based on the above criteria.

Prompt 3:

Thank you.

Please give a detailed content outline for each of the 5 Lead Magnet ideas provided based on the criteria.

Please include headings and a synopsis of each section of the lead magnet.

Please draft it in human language that will avoid all AI detection software.

Please draft it in a friendly and relaxed voice matching the style of the transcript provided.

The copy drafted should be at a 6th-grade or below level.

It is essential that the lead magnet positions our audience to purchase the lead magnet.

Please ensure that there is still a reason for someone to purchase the mini-product once they have downloaded the lead magnet.

Prompt 4

Thank you.

Taking lead magnet outline {number best LM outline} please draft a complete lead magnet that is ready for my audience to consume.

Please keep all the criteria given previously in mind.

Prompt 5+

Based on the outputs, you will need to ask ChatGPT to refine or redraft certain sections.

Here are some of my favourite requests:

Please expand section {x}
Please redraft section {x}
Please provide a detailed step guide for {x}
Please identify the primary issues people face when attempting {x}
Please create a practical and useful checklist
Please suggest visuals to accompany each section
Please convert this into a unique acronym based framework

U – Uplevel Ads

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

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

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

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

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

I love the simplicity of the ad format:

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

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

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

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

Facebook Ad Swipe Files:

SWIPE FILE – 0066 – Marisa Murgatroyd – FB ad 1 to free workshop

SWIPE FILE – 0066 – Marisa Murgatroyd – FB ad 2 to free workshop

N – Now Launching

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

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

Overall I am not a fan of the headline.

It lacks any form of specificity or transformation.

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

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

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

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

Offer Page Swipe Files:

SWIPE FILE – 00066 – Marisa Murgatroyd – Offer sales page

C – Conversion Optimization

Want to increase sales of your online course or membership?

The biggest challenge facing online business owners is converting leads into sales.

Here are 4 strategies to increase your sales conversion rate.

Are you tired of not hitting your targets despite having a great digital product? The problem may not be the product itself but rather how you’re presenting it. In this thread, I’ll show you how to use social proof to convince people to buy from you.

1️. Use testimonials and reviews from satisfied customers. Showcase them on the sales page, email sequences, and social media. Prospective customers are more likely to trust you if they see others have achieved the results you promise.

2️. Display images of positive comments on social. When people see not just the words people use but the images of where they have posted, the impact is even stronger. Make sure to include screenshots of positive comments from social media.

3️. Feature media outlets that you have appeared on. People are more likely to trust you if they see reputable sources have featured your message. Display the logos of media outlets or link to articles in which you’ve been featured.

4️. Use case studies that show how your product has helped others. People are more likely to buy when they see how your product can solve their problem. Make sure to use real-life examples with quantifiable results.

By using these social proof strategies, you can increase your sales and profits from your digital products. But don’t take my word for it. Try them out and see the results for yourself!

H – Hot Take

Simplicity….the key…

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

Launch Newsletter Issue #00065

October 12, 2023April 25, 2024 Micheal O'Neill

Welcome to L.A.U.N.C.H., we serve online business growth insights juicier than a summer watermelon. (without all the stupid seeds).

Here’s what we’ve got for you today:

Opt-in page review – Matthew Hussey – Webinar Registration Page
A.I. Growth Prompt – Generate lead magnet ideas your audience will go wild over
Facebook ad review – Matthew Hussey – Ad to free workshop
Offer page review – Matthew Hussey – Membership offer page
5 rules to scale your ads while improving your ROI

And, if you 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:

L – Leads

Did someone say romance?

Hey….”love” needs funnels too.

Let’s dive into a Funnel by “Get The Guy” Matthew Hussey.

The funnel kicks off with a free training – Dating WIth Results.

This super clean registration page is a masterclass in copy.

The promise is right there in the title “Dating With Results”

But it’s the pre-header and body copy I love.

“Transform Your Love Life and Start Turing Chemistry Into Commitment”

“Turn Chemistry Into Commitment” is a beautiful line.

Take every opportunity you can to introduce alliteration or rhyming into your copy.

Matthew uses bold to draw attention to keywords in the copy.

Remember, people scan, not read your opt-in page.

Help them pick out the most important words on your page with bold.

Take some time to study the 6 bullet points outlining the content of the free training.

Each one is strong enough to stand alone as an opt-in page headline.

And that’s how you should think when drafting your copy.

Matthew builds curiosity and excitement.

He introduces frameworks, stages and 4-word scripts. He talks to pain points and desires.

Finally, he wraps up with avatar callouts to position his audience.

This is one hell of an opt-in page.

And best of all…. simple to recreate for your topic…

Opt-in Page Swipe File:

SWIPE FILE – 0065 – Matthew Hussey – Webinar Registration Page

A – A.I. Growth Prompts

Prompt Objective:

To generate lead magnet ideas your audience will go wild over.

Prompt Outline:

Part 1

I want you to act as an expert direct-response copywriter.

Your job today is to help me develop ideas for a lead magnet that the second my audience sees, it will instantly be something they know they must have.

We will send paid and organic traffic to opt-in for the lead magnet.

Your goal is to create a high-converting lead magnet that triggers the maximum number of opt-ins.

A high-converting lead magnet has the following characteristics:

Solves the number one pain point my audience faces
Deals with one specific topic only
Provides practical, actionable steps for people to solve their problem
Promises a framework, process, cheat sheet or step-plan people can follow
Guarantees a highly desirable outcome in the shortest time frame possible, with the least amount of work required
Makes achieving the outcome feel easy
Can be consumed and implemented within 15 minutes of downloading

I help {description of how you help your clients}

My audience are {audience description}

Their ultimate goal is {audience goal}

After they opt-in {describe the next steps in your funnel and offers that will be made}

Before suggesting ideas for lead magnets please tell me the biggest pain points that keep my audience awake at night and the challenges that they face.

Part 2

Thank you.

Based on your research, please suggest some high-converting lead magnet titles that solve our avatar’s biggest pain point, which they will instantly desire.

In addition, ensure that the titles you suggest position and prepare them so they are ready to take the next step in the funnel.

Draft your titles in the style and manner of Todd Brown, Eugene Schwartz and David Ovigly.

Please include a combination of current pain points and future desired transformation.

Please suggest 5 titles under each of the following headings

3/5/7 steps to….

3/5/7 biggest {pitfalls} and how to avoid them

How to achieve {desired outcome} without {primary pain}

Frameworks

Step plans

Processes

Cheat sheets

Checklists

Templates

Swipe files

Webinars, Workshops and Free Trainings

A.I. Growth Prompt Swipe File:

SWIPE FILE – 0065 – ChatGPT Prompt of the Week – Lead Magnet Idea Generation

U – Uplevel Ads

Short and sweet today.

And I’m not going to ruin it by over-explaining this…..

ARE YOU AFRAID YOU’LL STAY SINGLE FOR THE REST OF YOUR LIFE?

Facebook Ad Swipe File:

SWIPE FILE – 0065 – Matthew Hussey – FB ad to Free Workshop

N – Now Launching

Matthew’s excellent copy follows through to his sales page.

DISCOVER THE 3-STEP FORMULA FOR CREATING THE COMMITTED RELATIONSHIP YOU DESERVE.

Simple and to the point.

Promises his avatar the number 1 thing they want – a committed relationship.

Makes it sound simple – “What, there are only three steps?”

Provides a guarantee via a “formula”.

Highlights that people will get 3 free bonuses worth $447 when they sign up.

This is a great price anchor for a membership costing $69.95 per month or an annual sub costing $41 per month.

Offer Page Swipe File:

SWIPE FILE – 0065 – Matthew Hussey – Membership offer page

C – Conversion Optimization

Does your Facebook ad performance crash when you increase the budget?

There’s nothing worse than seeing a high-performing ad die.

Here are 5 rules to scale your ads while improving your ROI.

Scaling is one of the biggest challenges online course, and membership site owners face with Facebook ads. You finally have an ad that’s performing, you up the budget, and when you check back, the performance has plummeted. Here’s what to do instead.

Rule 1 – Never mess with a performing ad or ad set

Incremental budget increases are fine but big jumps could kill your performance. Instead, duplicate the ad set with an increased budget. No matter what happens, at least you’ve protected the winning ad.

Rule 2 – Test with ABO, Scale with CBO

When testing audiences and creative, use ABO or Ad Set Budget Optimization. When you want to scale, move the winning creative and audiences into a CBO or Advantage Campaign Budget.

Rule 3 – Your ads will fatigue quicker

Your ad creative and copy will fatigue quicker when scaling. Stay ahead of the game by constantly testing and refreshing your ad visuals and copy to keep your audience engaged and your campaigns profitable.

Rule 4 – Use horizontal and vertical scaling

Use a mix of the two scaling strategies. Horizontal scaling means selecting new audiences for your ads, creating more opportunities to spend your budget. Vertical scaling involves increasing your ad spend while keeping the same target audience.

Rule 5 – Your offer is key

Your offer may convert in a corner of your market. That doesn’t mean it’s going to appeal at scale. The biggest scaling challenges I’ve helped my clients overcome have involved optimizing the offer. This is the 20% that will get you 80% of your results.

Follow these 5 Rules for Scaling Facebook Ad Campaign and you’ll be well on your way to a profitable and rewarding online business. Don’t forget to test, test, test! Try out different ad formats, copy, and visuals to see what resonates best with your audience.

H – Hot Take

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Launch Newsletter Issue #00075

Here's what we have for you today

L – Leads

The “How I (Achieved Primary Promise)” Headline

A – A.I. Growth Prompts

Poe.com – A kick-ass, swiss army knife, ChatGPT killer, AI Chatbot

U – Uplevel Ads

The very first Facebook ad I write for every new campaign

N – Now Launching

The upside down sales page

C – Conversion Optimization

Facebook Ad reporting cheatsheet

H – Hot Take

The simple solution to a big problem conundrum

Launch Newsletter Issue #00074

Here's what we have for you today

L – Leads

A “no hype” opt-in page

A – A.I. Growth Prompts

How to create your own CustomGPT

U – Uplevel Ads

A profitable 24-word Facebook ad

N – Now Launching

A sales page that uses fear for good

C – Conversion Optimization

Build ad campaigns that convert

H – Hot Take

Will the future be less digital?

Launch Newsletter Issue #00073

Here's what we have for you today

L – Leads

How not to generate leads

A – A.I. Growth Prompts

Turn ChatGPT into a direct response legend

U – Uplevel Ads

How not to write a boring Facebook ad

N – Now Launching

How not to write a dull sales page

C – Conversion Optimization

5 powerful scarcity and urgency tactics

H – Hot Take

Winter’s coming… are you ready?

Launch Newsletter Issue #00072

Here's what we have for you today

L – Leads

A curiosity invoking quiz opt-in page

A – A.I. Growth Prompts

All the latest sca from OpenAI (you couldn’t make this up!)

U – Uplevel Ads

Psst..want the secret to a killer opening hook?

N – Now Launching

A super sales page conversion boosting web app

C – Conversion Optimization

3 simple steps to scale your business

H – Hot Take

L – Leads

A – A.I. Growth Prompts

U – Uplevel Ads

N – Now Launching

C – Conversion Optimization

H – Hot Take

L – Leads

A – A.I. Growth Prompts

U – Uplevel Ads

N – Now Launching

C – Conversion Optimization

H – Hot Take

L – Leads

A – A.I. Growth Prompts

U – Uplevel Ads

N – Now Launching

C – Conversion Optimization

H – Hot Take

L – Leads

A – A.I. Growth Prompts

U – Uplevel Ads

N – Now Launching

C – Conversion Optimization

H – Hot Take

L – Leads

**The “How I (Achieved Primary Promise)” Headline**