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L – Leads

paid launch strategy

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?




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:


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.



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 

paid launch strategy

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



N – Now Launching

Membership Offer Page

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:

Membership Offer Page

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:

Membership Offer Page

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:


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?





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