Launch Newsletter Issue #00083

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Here's what we have for you today

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L – Leads

The problem with direct-to-offer ads

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

 

No, absolutely not.

 

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

 

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

 

The method we teach our students looks something like this:

 

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

 

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

 

Think of an email address as an asset.

 

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

 

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

 

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

 

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

 

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

 

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

 

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

 

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

 

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

 

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

 

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

A – A.I. Growth Prompts

Why you need to get ahead of this AI trend

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

 

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

 

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

 

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

 

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

 

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

 

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

 

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

 

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

 

One of the first movers in this space was Runway.

 

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

 

I love how simple and easy this tool is.

 

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

 

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

 

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

 

Like most things AI. 

 

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

 

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

 

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

U – Uplevel Ads

Your high-converting ad copy framework

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

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

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

 

Does every successful coach know they need a signature story?

 

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

 

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

 

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

 

The second line explains why a signature story is important. 

 

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

 

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

 

This is classic storytelling. 

 

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

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

 

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

 

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

 

Often, people are afraid to call out objections.

 

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

 

It shows people you understand them. 

 

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

 

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

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And finally, we have the call to action.

 

Colin works in the transformation nicely here.

 

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

 

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

 

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

 

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

 

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

 

Is just LAZY. Come on Colin!

 

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

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

 

UPLEVEL ADS – Ad Swipe Files:

 

 

N – Now Launching

A simple but effective sales page format

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

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

 

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

 

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

0083-s2-colin-boyd-mini-offer

The primary promise is clear:  

 

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

 

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

 

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

 

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

 

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

 

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

 

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

 

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

 

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

 

UPLEVEL ADS – Ad Swipe Files:

 

C – Conversion Optimization

What should my Facebook Ad budget be?

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

 

Here is the formula to work out your optimal budget 

 

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

 

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

 

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

 

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

 

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

 

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

H – Hot Take

Swipe your “get shit done properly” delegation template

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

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