Email List Building for Course Creators & Membership Owners

Discover effective strategies for course creators and membership site owners to grow your email lists. Learn how to utilize Facebook ads and Front End Mini-Products to expand your audience and maximize your ROI.
Email List Building for Course Creators & Membership Owners

Here's what we have for you today

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:

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

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


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)

This is definitely one for the swipe files:

Sales Page Swipe Files

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