Launch Newsletter Issue #00085
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Here's what we have for you today
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L – Leads
A simple $50,000 mastermind book-a-call funnel
I landed in this beauty of a funnel from Ryan Deiss earlier this week.
Ryan is everyone’s favorite marketer, as founder and CEO of Digital Marketer.
In recent years, Ryan has focused on building Scalable.co
Scalable offers a couple of low-ticket and free products, but its primary offer is a $50,000 per year mastermind.
The funnel we’re reviewing today is for the mastermind.
So you’d think a funnel for a $50,000 offer would be all singing and dancing.
And I think that’s where people get sidetracked.
But with the right message and offer, you don’t need a fancy funnel.
So, let’s take a look at Ryan’s funnel.
Remember, Ryan is not looking for volume.
He is looking to pre-qualify leads and attract only the right people.
The kind of people that have $50,000 to spend on a mastermind.
Therefore, he isn’t optimizing the opt-in page to make it as easy as possible to opt-in.
Friction, or making things harder, is generally seen as a negative in marketing.
But in some cases, it is an invaluable screening tool.
Especially if you are running a book-a-call or application funnel.
3 Elements We Like:
- Clean and simple hero
Despite my comments above, Ryan makes the hero section clear and easy to understand.
Within 3 seconds, you have all the information you need. Is this for you or not?
Headlines are one of the most important elements of an opt-in page.
And I love – “The Science of Scaling a Business”
People need reassurance that there is substance behind what you are offering.
This is why containers like Blueprint, Method, and Formula are so common.
Science is similar. It speaks to a repeatable, proven formula. A set of specific steps.
- Offer a shortcut
The primary offer here is a shortcut.
A roadmap – our proven blueprint – all our proprietary methodologies and systems – copy and paste our magic success formula.
These are massively attractive because everyone is looking for a shortcut.
Everyone is looking to make their life easier.
Anytime we can offer to copy and paste success, people will jump at the opportunity.
- Think like your perfect-fit client
When running ads, we like to make the landing page text as easy to scan as possible.
We use short sentences, lots of bullet points, and no paragraphs of text.
In general, this is the correct approach.
But if you are a 7-figure business owner looking to scale to 8-figures, you are likely experiencing a lot of pain.
The payoff and the pain are so big you will invest more time and effort in finding a solution.
And sometimes, when your promise is big, you must provide evidence to support your claims.
And that’s what Ryan has done here.
Yes, he is bending some of the rules of landing pages.
But he is doing so for a reason.
Webinar Opt-in Page Swipe File
A – A.I. Growth Prompts
AI Prompting 101: The blueprint for crafting prompts that deliver
AI ain’t going anywhere.
If you are reading this and use AI at least once a week, you are ahead of the game.
But, it feels like we are in a lull at the moment.
AI in its current form is of limited use to us as online business owners.
Open AI has yet to release ChatGPT 4.5 or 5.
Mark is making noise at Meta but LLAMA 3, but he hasn’t fully rolled it out yet.
But the next wave won’t be an incremental improvement. It will be a massive leap forward.
So hang in there, and keep experimenting and playing with AI.
Your goal is to be perfectly positioned to leverage AI when the next wave hits.
Like everything in your business, you should have a process for generating your AI prompts.
Having a consistent, prompt structure is a huge help.
Here is an approach I take:
- Start with Role and Goal
Lay the foundation by clarifying the overarching aim and purpose. It’s about setting the stage, and pointing the LLM in the right direction.
Example: “Your role is to act as an expert direct response copywriter crafting an engaging email promoting our new online course for entrepreneurs.”
- Provide Context and Background
Next, delve a bit deeper by offering relevant background information or context. It’s about painting a fuller picture to guide the task. We will normally provide details of our avatar and the outcome that you want to achieve.
Example: “The course teaches proven strategies for growing an online business. The target audience is online entrepreneurs, both established and aspiring. We want to highlight the course’s hands-on activities and personal coaching components.”
- Clearly Define the Task
Then, make your expectations explicit by detailing the specific task or output needed. Ensure there is a clear connection between the task and the initial role and goal.
Example: “Please draft a 300-word email copy promoting the online course. The email should spark curiosity, convey key benefits, and encourage the reader to click through to the sales page.”
- Finish with Content and Rules
Lastly, furnish any existing content to include, use, or expand upon.
The course name is – {XYZ}
The url is – {XYZ.com}
Please avoid the use of the following words: {skyrocket, crush, etc}
Please write at 5th-grade level in a fun, informal, human voice undetectable to any AI verification software.
U – Uplevel Ads
The simple 5-minute copy-and-paste ad format for higher conversions
3 Elements We Like:
- A simple image that says a lot
I love this image.
Firstly, I love it because it takes less than 5 minutes to create.
Secondly, I love it because you get to call out your audience’s two biggest objections and their #1 desire.
Thirdly, I love it because it can be applied to almost every ad campaign no matter the topic.
- The anti-call out
Have you ever told someone – Oh, I don’t think you would be interested in this?
9/10, they become very interested in what you are talking about.
This concept is known as Reactance. And it is a powerful psychological device.
It’s like saying… This is only for successful business owners.
Now, no one wants to think of themselves as an unsuccessful business owner, so this will generate initial desire in most people.
- The qualifying headline
Warning: For advanced 7-figure & above entrepreneurs only.
Firstly, this provides massive assistance to Meta as to who they should target the ads at.
Secondly, it instantly positions the audience.
It tells the audience who the ad is for and who it isn’t for.
And, yes, it certainly will also get a lot of 6 figure business owners who want to step to 7 figures interested.
However, when we look at the next step, Ryan has an excellent way of filtering out the people he doesn’t want to book a call with.
Facebook Ad Swipe Files
N – Now Launching
Book A Call Funnel – What’s Your One Pre-Qualification Screening Question
Book A Call Funnel – What’s Your One Pre-Qualification Screening Question
Here’s a question for you.
What is the one question you can ask to determine whether it’s worthwhile to get on a call with someone?
(Hint: If you say it’s $$$’s, that’s ok!)
Before we get to the webinar (video) page, let’s look at the opt-in pop-up.
Ryan wants to get as many qualified people into the funnel as possible.
But, he knows that only a small percentage of the business owners will meet his criteria.
While leads below the criteria won’t be wasted because he has smaller offers for business owners with lower revenue levels.
Ryan wants to avoid his closers getting on calls with people who are not qualified.
One of the ways you can do that is through qualification questions in the opt-in form.
People can be sent to different pages depending on the answer provided.
This means they may see the option to book a call or not.
Alternatively, as is the case in this funnel, the closers can follow up with only the people who have the qualifying annual revenue.
One of the issues with a Webinar > Book-a-Call funnel is most people don’t see the offer for the call at the end of the webinar because they leave early.
There are a couple of key things I want you to note on this page.
- The video (webinar) is only 21 minutes long
- The apply button is right there, visible from the very start
- People are told to view the webinar before applying, but they can apply at any time
- Ryan tells people at the very start if you are under seven figures, this is not for you
- Lovely use of scarcity – We can only take 7 new clients per week
And remember this is an offer for a $50,000 mastermind.
Webinar Opr-in TY Swipe Files
C – Conversion Optimization
4 ways to get a better return on your ad spend
No one likes overspending on Facebook ads.
Yet that’s how most online course and membership business owners feel.
Here are 4 ways to get a better return on your ad spend
(without mentioning copy or creative)
- Use the right objectives:
The best top-of-funnel results will come from the video views objective. Middle of the funnel, you’ll get the best results from Leads. Bottom of funnel use purchases. Only use reach for retargeting campaigns and traffic is rarely a good option.
- Analyze past winners:
We all have winning ads that we’ve forgotten about. Go back through your past campaign performance. What copy, creative, and audience has worked in the past? How can you reuse it or inspire your current campaigns?
- Have a testing plan:
Until your ads are profitable, test new copy and creative every 3-5 days. When you are profitable, you still should be testing every week. But go about it in a systematic way. Have a plan for what you want to test and why. And, make sure you keep a test journal.
- Don’t only rely on Facebook reports:
Blend Facebook reports with data from your CRM and sales platform. You don’t need third-party platforms like Hyros or Triple Whale when starting, but as spending increases, they will be a consideration.
H – Hot Take
Talk about bad timing!
(TIL = Today I Learned)
Poor Marie!
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