Tag: ad spend optimization

blank

Launch Newsletter Issue #00051

Micheal O'Neill

You’re viewing an email archive of The L.A.U.N.C.H. newsletter.

Join free to receive the weekly newsletter keeping course creators and membership site owners in the know-how.

L – Latest News

YouTube Stories are getting kicked to the curb, but don’t worry, you’ve got alternatives.

And if you want to drive subscribers like a boss, YouTube Shorts is where it’s at. So sayonara, Stories, and hello to the future of YouTube content creation.

>>> Read more

Pinterest is taking a hilarious and innovative approach to diversifying their search and recommendations

Get insights into the practical implementation of end-to-end diversification, making your online experience more inclusive and exciting. Say goodbye to boring and hello to diverse content!

>>> Read more

Twitter has introduced picture-in-picture (PiP) video playback

Discover how this update can revolutionize your Twitter experience and potentially transform the platform into a primary source of entertainment and information.

>>> Read more

A – A.I. For Growth

A.I. Prompt of the Week

Prompt Objective: 

Over the coming weeks, I will share a complete end-to-end process of using ChatGPT to create high-converting Facebook Ad copy. 

Each week will build on the last. Today is: 

  • Step 1 – What Information Do You Need? 

Prompt Outline:

I want you to act as an expert Facebook ad copywriter. 

My product/membership is {…..}, and it helps people do {….}.

My avatar is {….}

Your job is to create high-converting Facebook ad copy that attracts and positions our audience so they are ready to buy our product.

To get started, please ask me all the questions you need answered to do your job.

Prompt Use Case

Latest A.I. Tools

Your Support team but on steroids! ChatGPT + Crisp integration

RobojinAI will be your customer service superhero, trained on all your website content, PDFs, and SOPs. Say goodbye to boring, slow responses and hello to lightning-fast, mind-blowing support

>>> Read more

Turn brain-busting content into bite-sized brilliance in the blink of an eye! 

Finally, conquer those seemingly endless videos and perplexing papers by transforming them into fun-sized educational experiences faster than a toddler devours a bag of Skittles.

>>> Read more

Turn your boring documents into an exciting adventure! 

Say goodbye to versioning chaos and tedious edits, because Macro will compare files, consolidate changes, and even automate repetitive work. So why settle for boring documents when you can Macro-fy them? Get ready to rock those files!

>>> Read more

U – Uplevel Ads 

Simple ads work too….

Here is a very simple retargeting ad from Tracey Harris.

blank

3 Elements To Inspire Your Ad Campaigns:

  • We do all the hard work to drive people to our launch opt-in pages with ads, but sometimes we need to remember the easy stuff. Based on the video script, “You were checking out registering for my Instagram mastery masterclass…” this is clearly a retargeting ad. Every launch should have a campaign that retargets people who visit the opt-in page but don’t register.
  • With a solid primary promise, you don’t need a complex explanation – 3 proven secrets for turning Instagram followers into paying customers.
  • [FREE] converts well. If you are offering a lead magnet, webinar, or launch workshop, always include at least one headline option with [FREE]. I’d bet good money it will outperform other similar headlines without it.

Swipe:

N – Now Launching

Today we’re diving into a launch by Tracey Harris for her Social Method Society.

The Social Method Society membership is AUD $70 (USD $45) per month with an annual payment option of AUD $700 (USD $456).

Tracey is using a 3 webinar launch strategy. 

This will see her repeat the same live webinar on Tuesday, Thursday, and Friday.

This can result in a very long open and complex open cart period.

A more common option is to run the 3 webinars over 2 consecutive days.

This compresses your open cart period and keeps your email strategy simple.

Tracey is using the Demio platform to deliver her webinars which gets a big thumbs up from us.

Here is a link to Tracey’s offer page:

https://tracyharris.co/join/ 

blank

3 Elements To Inspire Your Ad Campaigns:

  • I love the headline structure – Why you are struggling to do {TASK} and {DESIRABLE OUTCOME}, and what to do instead. The copy and structure of the opt-in page are heavily influenced by Russel Brunson. 
  • “3 Secrets” is directly from Russel’s Perfect Webinar playbook, and the mechanism works. The number 3 is magic in marketing. It is the number of points we can hold in our heads and remember. 3 seems manageable and definitive, but there is enough “value”. It also gives the person opting in confidence that even if they are doing one or two of the points, there is still value in attending.
  • Nice use of the “Minus the overwhelm, anxiety, fear and wasted time” We normally see this as part of the headline formula “Get {Primary Desire} Without {Primary Frustration}. It’s a nice addition here as a stand-alone line.

 

Swipe:

C – Conversion

Ready to take your Facebook ad campaigns to the next level? 

You might be writing great ad copy, but are you writing copy that CONVERTS? 

Today, I’ll share my top secrets to writing irresistible ad copy that drives conversions for course creators and membership site owners! 

Here’s the deal. Writing ad copy that converts is about tapping into your audience’s deepest desires and fears.  I’ll show you how to craft ad copy that grabs attention, speaks to your audience’s pain points, and inspires action.

Step 1: Focus on the BENEFITS. Your audience doesn’t care about your product or service, they care about what it can do for them. Identify the main benefits of what you’re offering and use them to craft your ad copy.

Step 2: Nail your UNIQUE SELLING PROPOSITION. What sets you apart from the competition? Why should someone choose YOUR course, membership or lead magnet? Highlight what makes you different and emphasize it in your ad copy.

Step 3: Use EMOTIONAL TRIGGERS to grab attention. Fear, scarcity, urgency, and curiosity are all effective triggers. Use them to write copy that will resonate with your audience and inspire action.

Step 4: Write in a CONVERSATIONAL TONE. Your audience is more likely to engage with copy that sounds like it’s coming from a friend, not a marketer. Use “you” and “I” instead of “we” and “our” to make your copy more personal.

Step 5: Keep it SIMPLE. Avoid using technical jargon or complicated language. Your audience should be able to understand your ad copy without having to think too hard.

Step 6: TEST, TEST, TEST. There’s no one-size-fits-all solution to writing ad copy that converts. The best way to find what works for your audience is to test different variations of your copy.

BONUS TIP: Use SOCIAL PROOF to build trust. Share testimonials or statistics that prove the effectiveness of your product or service.

ANOTHER BONUS TIP: Don’t forget the CALL TO ACTION. Make it clear what you want your audience to do next. Whether it’s to sign up for your lead magnet, launch, or program, include a clear CTA in your ad copy.

Writing ad copy that converts is all about tapping into your audience’s desires and fears, focusing on benefits, nailing your unique selling proposition, using emotional triggers, writing in a conversational tone, keeping it simple, testing, and using social proof and a clear call to action.

H – Hot Take

blank

Still think code and capital will get the job done…… but, if you have the audience, you can get the other two!

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

1) Join the waitlist for Lead2Launch next enrollment date here: https://michealoneill.com/join-the-waitlist
2) Forward this newsletter to a friend with an invitation to subscribe right here: https://michealoneill.com/launch 

The CPL Ceiling Strategy for Course Creators

The CPL Ceiling Strategy for Course Creators

Micheal O'Neill

The CPL Ceiling Strategy for Course Creators

The CPL Ceiling Strategy for Course Creators

“The person who can afford to spend the most to acquire a new customer, wins.” 

 

A classic Dan Kennedy quote.

 

Your 1 line online business growth strategy.

 

If you’re using Facebook ads to sell digital products using this strategy you need to understand your CPL Ceiling.

 

Let’s dive in

 

The CPL Ceiling is the maximum Cost Per Lead (CPL) you can afford while still maintaining profitability. It’s essential to know your CPL Ceiling, so you can optimize your Facebook Ads and strike the perfect balance between ad spend and profit.

 

How to calculate your CPL Ceiling? It’s simple! Divide your target profit margin by the average Customer Lifetime Value (CLV). This magic number will help you set a cap on your ad spend per lead, ensuring you stay profitable while scaling your campaigns! 

 

I know how much everyone loves math so let’s do a quick CPL Ceiling calculation! With a $3,000 LTV and a 50% profit margin, your CPL Ceiling is $50 (1,500/3,000*100). Spend up to $50 per lead while keeping profits high. 

 

So, you’ve got your CPL Ceiling. Now, it’s time to optimize! Here’s how:

 

  1. a) Test ad elements: Experiment with headlines, images, and CTAs to lower CPL. 
  2. b) Targeting: Test audiences to reach high-value prospects with lower CPL. 
  3. c) Monitor & adjust: Keep an eye on your CPL and tweak campaigns as needed.

 

Using the CPL Ceiling to drive sales of digital products:

 

  1. a) Create irresistible offers: Bundle products or offer bonuses to increase perceived value. 
  2. b) Mini-Front End Offers: Create immediate post-opt-in upsell offers for instant 
  3. c) Nurture leads: Craft high converting post opt in email sales sequences to convert leads into customers. 

 

RECAP: The CPL Ceiling is a powerful concept that helps you optimize Facebook Ads for profitability. By calculating your max CPL and adjusting campaigns accordingly, you’ll be able to scale your ads, drive sales of digital products, and win in the competitive market! 

blank
blank

Launch Newsletter Issue #00047

Micheal O'Neill

You’re viewing an email archive of The L.A.U.N.C.H. newsletter.

Join free to receive the weekly newsletter keeping course creators and membership site owners in the know-how.

L – Latest News

Love watching Reels but tired of seeing crap you’re not interested in?

Well, good news! Facebook is introducing three new features, including personalization controls that allow you to customize what you want to see more or less of.

>>> Read more

Meta has made an unannounced and rather drastic update to location targeting

This impacts advertisers who cannot ship outside of a particular location, politics, government, and schools, services for homeowners, and tourism. Although there has been no official statement as to why the change was needed, it could be due to privacy concerns, or the algorithm will sort it out.

>>> Read more

Are you tired of making ads that no one watches?

With new additions to Video reach campaigns and YouTube Select, you can maximize efficient reach, appear alongside trending Shorts, and make the long and Shorts of YouTube yours. So why not tap into the boom of short-form video and reach highly engaged audiences on YouTube?

>>> Read more

A – A.I. For Growth

A.I. Prompt of the Week

Prompt Objective: 

  • Identify and provide responses to purchase objection 

 

Prompt Outline:

I want you to act as a direct response marketing and copywriting expert.

 

My product/membership is {…..}, and it helps people do {….}.

 

My avatar is {….}

 

Please identify the 5 primary objections my avatar will have to buying my product/membership.

 

For each objection, please draft a response. 

 

Please turn each objection into a reason why they need my product/memebrship by linking it to a goal, dream or ambition they wish to achieve. 

 

Use a {fun, relaxed, informal} tone. Your response should sound human and pass all AI detection tests. 

 

Write in the style of {Gary Halbert, David Olgvily, Eugene Schwartz} 

 

Please keep each response under 200 words.

 

Prompt Use Case

  • Offer page copy
  • Launch sequence email copy
  • Launch sequence social posts
  • Social Posts
  • Social Videos

Latest A.I. Tools

Say goodbye to boring slides and hello to professional and engaging presentations with just a few clicks

With the power of AI, you can now create stunning presentation slides that will make your audience go “Wow!” in seconds. Don’t believe me? Give it a try and thank me later!

>>> Read more

Need to get your creative juices flowing?

PromptPal’s got your back with high-quality prompts that’ll take your productivity from zero to hero. Say goodbye to writer’s block and hello to your prompt superpower.

>>> Read more

Your secret weapon for effortless marketing personas

Extract personas from your competitors, generate professional texts, and paste them into all your marketing tools. It’s like cheating, but in a totally legal and hilarious way. So, save your time and sanity and GETitOUT now!

>>> Read more

U – Uplevel Ads 

A 3-day virtual event is one of the best ways to sell a high ticket offer. Now, definitions vary, but I classify high ticket as anything over $3,000.

As you ask your audience to commit 3-days of their lives to the process, offering the event for free will devalue the experience. To make sure you attract your perfect-fit clients the standard practice is to charge between $99 and $299 for the event. You can also upsell a VIP package for an addition $49 to $199.

And that is exactly what Christian Mickelsen is launching this month.

Let’s dive into his Facebook ad:

blank

3 Elements To Inspire Your Ad Campaigns:

  • Great application of the A.I.D.A copywriting approached used in this ad. A.I.D.A is one of the simplest and long standing copywriting approach but it’s one that I use everytime I sit down to draft copy. If you haven’t brushed up on your A.I.D.A in a while here is a great blog post from Neville Medhora – A.I.D.A
  • One of the best way to grab people’s attention is to call out an problem or pain point they are experiencing. “Do you feel like you’re struggling to attract clients for your coaching business?” This is such a good opening line. 1) It calls out the avatar, 2) It calls out their #1 top of mind issue, 3) The addition of “feel” makes it less confrontational than – “Are you struggling to attract clients”.
  • Once you have captured their attention you want to stoke interest. A great way of doing this is to connect with them through a positive compliment – “As a coach, you have a skill, talent, or gift that can make a huge difference in people’s lives.” Stroking someones ego is a great way to get them interested in reading further.

Swipe:

N – Now Launching

blank

3 Elements To Inspire Your Landing Pages:

  • David Ogilvy (if you don’t know who he is…look him up!) said – “On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar. Christian has a nice twist on a powerful headline formula – How to get {primary desire} even if {reasons people think it won’t work for them}. Another version of this headline formula is How to get {primary desire} without {primary pain}
  • Give them what they want – You’ll leave with a proven action plan for getting clients consistently and transforming your coaching business. Personally I am not a fan of using the word “transformation”. Yes we want to promise transformation but it’s much more powerful when we can pain the picture of what the specific transformation is for our audience. “Exponentially Grow Your Coaching Business – While Working A Fraction Of The Time” is painting the transformation. More of this please Christian!
  • If in doubt just tell people you will show them how to use A.I. Shut up…take my credit card. No copywriting skills needed!

Swipe:

 

C – Conversion Psychology 

 

“The person who can afford to spend the most to acquire a new customer, wins.” 

 

A classic Dan Kennedy quote.

 

Your 1 line online business growth strategy.

 

If you’re using Facebook ads to sell digital products using this strategy you need to understand your CPL Ceiling.

 

Let’s dive in

 

The CPL Ceiling is the maximum Cost Per Lead (CPL) you can afford while still maintaining profitability. It’s essential to know your CPL Ceiling, so you can optimize your Facebook Ads and strike the perfect balance between ad spend and profit.

 

How to calculate your CPL Ceiling? It’s simple! Divide your target profit margin by the average Customer Lifetime Value (CLV). This magic number will help you set a cap on your ad spend per lead, ensuring you stay profitable while scaling your campaigns! 

 

I know how much everyone loves math so let’s do a quick CPL Ceiling calculation! With a $3,000 LTV and a 50% profit margin, your CPL Ceiling is $50 (1,500/3,000*100). Spend up to $50 per lead while keeping profits high. 

 

So, you’ve got your CPL Ceiling. Now, it’s time to optimize! Here’s how:

 

  1. a) Test ad elements: Experiment with headlines, images, and CTAs to lower CPL. 
  2. b) Targeting: Test audiences to reach high-value prospects with lower CPL. 
  3. c) Monitor & adjust: Keep an eye on your CPL and tweak campaigns as needed.

 

Using the CPL Ceiling to drive sales of digital products:

 

  1. a) Create irresistible offers: Bundle products or offer bonuses to increase perceived value. 
  2. b) Mini-Front End Offers: Create immediate post-opt-in upsell offers for instant 
  3. c) Nurture leads: Craft high converting post opt in email sales sequences to convert leads into customers. 

 

RECAP: The CPL Ceiling is a powerful concept that helps you optimize Facebook Ads for profitability. By calculating your max CPL and adjusting campaigns accordingly, you’ll be able to scale your ads, drive sales of digital products, and win in the competitive market! 

 

H – Hot Take

blank

Whatever you are struggling with today is your pathway to a better future.

 

Get excited everytime an obstacle enters your life.

 

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

1) Join the waitlist for Lead2Launch next enrollment date here: https://michealoneill.com/join-the-waitlist
2) Forward this newsletter to a friend with an invitation to subscribe right here: https://michealoneill.com/launch 

blank

Launch Newsletter Issue #00043

Micheal O'Neill

You’re viewing an email archive of The L.A.U.N.C.H. newsletter.

Join free to receive the weekly newsletter keeping course creators and membership site owners in the know-how.

L – Latest News

Google just launched a new Ads Transparency Center

With this new hub, you’ll be able to learn all about the ads you see on Search, YouTube and Display. So, if you’re curious about the ads you’re seeing, check out the Ads Transparency Center today!

>>> Read more

Twitter’s messy attempt to wind down its legacy verified program has resulted in chaos

Legacy verified accounts don’t appear to have started disappearing yet, and technical challenges may prevent the quick removal of blue ticks at scale.

>>> Read more

Want to know how to double your audience on YouTube?

If you want to see outsized returns on your YouTube channel, check out this blog post and learn how to make the most of Shorts. It’s time to rock and roll!

>>> Read more

A – A.I. For Growth

Create a stunning website in just 20 seconds

It’s like having a personal web designer in your pocket, without the snobby attitude and expensive fees. So why settle for a mediocre website when you can have a killer one in just a few clicks? Give it a try and unleash your inner digital Picasso!

>>> Read more

Turn you into a content-creating machine faster than you can say ‘viral’.

With its powerful AI-generated content curation and engagement tools, you’ll be churning out content that’s so hot, your followers won’t know what hit ’em! Get on board with Replix AI and watch those likes and followers roll in like a digital tidal wave!

>>> Read more

Turn your ideas into a success story in a minute

With AI-powered content creation, SEO optimization, and basic analytics, you’ll have a beautiful landing page in just 60 seconds! Give it a try and start building that empire today! It’s free, it’s simple, and it’s waiting for you

>>> Read more

U – Uplevel Ads 

Cool strategy this week from Stu McLaren. You may remember a couple of weeks agao I shared ads for his upcoming annual launch of The Membership Experience. 

If you are interested in experiencing a top level launch or you want to learn about growing an online membership I would strongly recommend you register for the this workshop. Sign up for Stu’s free Membership Guide here and you will join the launch.

Anyhoo, I was looking at how Stu’s ad strategy was evolving and I came across a little gem.

blank

 3 Elements To Inspire Your Ad Campaigns:

  • Make Your Ads Valuable: Not alone does Stu do an excellent job of teasing the value of registering for the FREE training. He shares two funnels in the ad itself. But he doesn’t go into detail. He shares the snappy name, and then he demonstrates how people applied the strategy and the results they have achieved. This makes the promise of the lead magnet real, concrete and specific without making it sound sleazy or you’re making stuff up – “How to make 6 figures a month in less than a year”
  • Make Your Clients The Hero Of Your Story: Sharing your client’s success stories will instantly build your authority without sounding big-headed. This shouldn’t be something you only think of when you start to write your ad copy. Instead, you should be continuously recording and refining your client success stories. Your goal is to build a database of success stories to pull from when the need arises.
  • Keep Things Simple: 9 funnels are a lot. Your audience could flip quickly into overwhelm. But Stu does something brilliant at the end of the ad. He simplifies it. “But here is what I want you to do. Watch the video, then pick just ONE.” This flips any possible overwhelming to – “Surely 1 of the 9 funnels will definitely work for me.”

Swipe:

N – Now Launching

“But wait”……. I hear you say. Isn’t Stu in the middle of his big annual launch? Why is he running ads to a separate opt-in? Well, this is where the strategy becomes interesting.

Here is the opt-in page you land on from the ad.

blank

The primary promise here is clear. Register, and your will “Watch the Free Video Now”.

One of the big challenges running Facebook ads for a launch that happens in the future is delayed gratification. People opt-in, but they have to wait to have their problem solved until some time in the future and ain’t no one got time for that. I want all my problems solved right now (preferably without having to do any work!)

So let’s take a look at the opt-in thank you page:

blank

Immediately after opt-in, people get an “upsell” to the free launch Workshop.

Even if they don’t take the follow-up CTA to save their seat on the Workshop, they will be added to the launch list and receive the launch email sequence.

One of the keys to pulling this strategy off is ensuring that the immediate freebie is closely aligned with the workshop topic. If you are interested in Funnels to grow your membership, you will also be interested in this Workshop.

Free Immediate Gratification > Free Delayed Gratification works on the same principle as Freebie > Mini Product. It takes resources to pull it off, and there is a chance that the conversion rate to the product being sold is lower; however, it should result in a lower cost per lead.

Swipe:

C – Conversion Psychology 

Facebook ads causing headaches? 🤬Tired of your ads being ignored? 😩 Let’s talk CTR: the metric that shows how clickable your ads are! 🖱️ Discover why it’s important, what it tells you, & how to boost it! 🚀

CTR = Click-Through Rate. 📊 It’s the % of people who CLICK your ad after seeing it. Higher CTR = more people engaging with your content! 🤯 But wait! Don’t be fooled by CTR alone. Always look at it alongside other metrics like conversions & CPC. 🧐 Let’s dive in!

CTR is a window into your ad’s effectiveness, particularly your copy & design. 🖼️ A low CTR? Your ad is not interesting to your audience. Time to tweak, experiment, & optimize to make your ads impossible to resist! 🎨

⚡ TIPS to increase CTR:

  1. a) A/B test! 🧪 Experiment with headlines, ad copy, images, & CTAs to find the winning combo.
  2. b) Focus on ad relevance. 🎯 Speak to your audience’s needs & desires to grab their attention.
  3. c) Use powerful visuals. 📸 Eye-catching images & videos can make your ad stand out.

⚠️ BIG MISTAKE: People often chase high CTRs without considering the bigger picture. 🖼️ High CTR doesn’t always mean high conversions. 🔑 Always track your ultimate goal (sales, leads, etc.) to ensure your ads aren’t just getting clicks, but also bringing RESULTS! 📈

RECAP: CTR is a vital metric for Facebook ads. It reveals insights about your ad copy & design. To boost CTR, test your ads, focus on relevance, and use striking visuals. 🌟 But remember: don’t get lost in CTR alone—keep your eye on your ultimate goal! 🎯 #CTRSecrets

H – Hot Take

blank

Show don’t tell….

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

1) Join the waitlist for Lead2Launch next enrollment date here: https://michealoneill.com/join-the-waitlist
2) Forward this newsletter to a friend with an invitation to subscribe right here: https://michealoneill.com/launch 

blank

Launch Newsletter Issue #00042

Micheal O'Neill

You’re viewing an email archive of The L.A.U.N.C.H. newsletter.

Join free to receive the weekly newsletter keeping course creators and membership site owners in the know-how.

L – Latest News

Want to know what the cool kids are listening to these days?

YouTube’s got you covered with their latest ad offering that targets Gen Z based on the songs they’re vibing to. So, if you want to stay hip and connect with the youths, check out YouTube’s latest ad offering.

>>> Read more

If you advertise on Reddit, these updates will save you time, effort, and a few headaches.

The platform has just dropped a handful of new features for its Ads Manager, including automated ad creation and multi-currency support. Plus, you can now easily find targetable communities and analyze ad activity over a full year.

>>> Read more

Want to enhance your business page visibility, engage your audience, and streamline your hiring process?

LinkedIn has rolled out four new updates for business pages, including scheduling posts up to three months ahead, live audio-only conversations, automatic job posting, and following pages as a page. Don’t miss out on these innovative features that can take your LinkedIn marketing efforts to the next level.

>>> Read more

A – A.I. For Growth

Want to monetize your tweets and turn your hot takes into cold hard cash?

Look no further than Hypefury, your own personal assistant to help you grow your audience, build your email list, and sell more products. With the best techniques used by Twitter OG’s, you’ll be a social media mogul in no time!

>>> Read more

Are you tired of staring at a blank screen, struggling to come up with new ideas?

Word Spinner is here to save the day! With just one click, this AI-powered software can rewrite any sentence or paragraph in seconds, freeing up your time to focus on the important stuff. So, give your brain a break and let Word Spinner do the spinning for you.

>>> Read more

Multi-task like a pro and never miss out on the latest news and gossip.

This app lets you turn your reads into podcasts so you can listen to them on the go. So ditch the reading glasses and download this app today – your ears will thank you!

>>> Read more

U – Uplevel Ads 

It’s fight night, and the Mr Miyagi of the launch world has stepped into the ring, “Let’s get ready to rumble!” Jeff Walker is warming up for a fascinating 3 phase launch process. 

More on that in the Now Launching segment, but let’s dive into one of Jeff’s Facebook Ads.

This ad is driving people to a registration page for, yes, you guessed it, a 3-part workshop – Countdown To Launch – Free 3-Day Live Challenge.

blank

3 Elements To Inspire Your Ad Campaigns:

  • Join the conversation: Jeff immediately joins the conversation in people’s heads. “If you’ve been sitting on a great business idea…. But have no idea if people will pay for it or not”. A lot is going on in this one sentence. Jeff hits a pain point. So many people want to start a business and believe they have a great idea but don’t know what to do next. Jeff shows that he understands his audience by voicing inner feelings, thoughts and conversations his audience is having. Jeff also calls out their big challenge. Even if my idea is good, how will I get people to pay for it?

  • Take A Counter Intuitive Stance: Next, Jeff builds interest by introducing a “crucial” (hidden, secret, missing) step. This step will bring you from where you are stuck (idea phase) to your dream state (profitable business). But it’s not what you would expect. It’s what makes people “BELIEVE” in a product or service. To an aspiring entrepreneur, this opens up a host of new opportunities. It wasn’t that their idea was wrong. They just hadn’t found this secret sauce that would make people believe in their product and buy it. This is why they failed before. This is why it will be different this time.

  • Tackle Objections: “If you’ve got an idea for a transformation product, program or course, you don’t have to have an MBA, wait for the “perfect” time, or have a flawlessly polished offering” What holds people back the most are feeling like they need to learn more or now is not the right time, or they need things to be perfect. It’s the exact same for your audience. Call this out but the key is to tell them what the magic antidote is to help them move forward with confidence. 

3 Elements We’d Test:

  • Simplify The Language: “then I’ve got exactly the key information you’ve been missing” Sometimes, we feel the need to stack adjectives and adverbs into our copy. Often this can detract from our message and lose our audience. It would be interesting to see if “then I’ve got the critical information you’ve been missing”. It’s only a change of two words but sometimes that can have a big impact on results.
  • Formatting: This is something small but it still plays into the vision your audience creates of you. Make sure to review your ads before they go live. We can see the url in the middle of the ad has fallen off its bullet point. This will have a tiny impact on conversion rates if any but it is still worth noting. Make sure to review your ads before you hit publish. After doing all the work sometimes all you want to do is hit that publish button and go live but always stand back. Take a mental break and come back to review your ad copy and creative later with fresh eyes. You’ll be surprised what you’ll pick up. (PS. Deliberate mistakes and errors can result in higher conversion rates. It’s a risky strategy and one I would only attempt after every other avenue was explored!) 

Swipe:

N – Now Launching

So onto Jeff’s launch strategy. Jeff is running a 3-Part Challenge as a pre-launch for PLF Live.

At PLF Live, Jeff will offer Launch Club. 

This makes Countdown to Launch a pre-launch for the pre-launch of Launch Club.

The structure is as follows:

(JV, FB Ads, Email) > Countdown to Launch Opt-in > VIP Upsell ($47) > PLF Live ($397) > Launch Club ($12,000)

3 day live events are the #1 way to sell high-ticket programs. Since COVID forced people to move there events online, people across the board are seeing significant decreases in event costs, increases in events registrations and high conversion rates to their in event offers. 

The three primary methodologies for launching a virtual live event are webinar series, challenge or multi-part workshop.

Jeff is rolling out a multi-part workshop….but here is the interesting part. He isn’t just doing it once. He is delivering the workshop live and then rolling out a recorded version of it each week for 3 weeks up until PLF Live. 

This gives plenty of opportunity for his JV partners to pick the most opportune time to email and his team time to scale their Facebook Ad campaigns.

Here is an above the fold screen shot of the opt-in page.

blank

3 Elements To Inspire Your Opt-in Page:

  • Follow the proven model: There are 5 key above-the-fold components of an opt-in page. Headline, Subhead/Prehead, Image, Body Copy, CTA. Not alone is Jeff following the proven model structurally. He is following it from a copy perspective too. Free is used twice (Prehead & CTA). Clear primary promise (Launch Your Online Course, Member Ste, or Coaching Program). Make it feel easy (3 simple steps). Then the body copy backs up your claims and provides evidence as to how people will achieve the primary promise of your headline. Deviate from this model, and you risk a much lower conversion rate.

    • Make it easy: People are busy. They don’t read your copy. They scan it. I love how Jeff has highlighted key phrases and sentences using bold. This helps people take away 80% of the message in your copy at a glance without reading all the words. This is one of the reasons I love bullet points. Bullet points force you to say what you want to say concisely. They also draw the reader’s attention to the points and force them to slow down.

  • Mobile optimization: Below is a screenshot of the mobile version of the opt-in page. If you are running ads 60%-80% of your traffic will come from mobile. If you’re driving email traffic, your mobile percentage might be a little lower, but it will still make up over 50%. Look how Jeff moves the opt-in button up directly below the headline to make sure it shows up above the fold. If you download the pdf of the mobile opt-in page you will also notice the image has moved to the very bottom of the above-the-fold section from the desktop version. There is nothing worse to arriving on a mobile opt-in page and being hit with an image that takes up 75% of your screen. Ain’t no one got time to be scrolling past images on their mobile! 

 

blank

Swipe:

C – Conversion Psychology 

🔥Struggling with Facebook Ads? 🤔 High costs draining your budget? 💸 Cost per lead and acquisition through the roof? Well, it’s time to talk CPM! 🦸‍♂️ Discover why it’s crucial, what it tells you, and how to reduce it to make more sales for your online course or membership.

CPM = Cost Per 1,000 Impressions. It’s the 💰 you pay for 1,000 people to SEE your ad. Lower CPM = more bang for your buck! 🎯 CPM reveals a LOT about your ad’s performance, like your copy, creative, & audience. 🎨 Keep reading to learn how to optimize for a lower CPM! 🛠️

High CPMs often indicate problems with your ad’s copy, visuals, or audience targeting. 🔍 To improve your ad’s performance and reduce CPM, you need to dig deeper, experiment, and pivot until you find the right mix. 🧪 Keep reading for practical tips! 💡

💡 TIPS to reduce CPM:

  1. a) Test, test, test! 🧪 Copy, visuals, headlines: all need tweaking & refining.
  2. b) Scale up your audience. 🎯 Broad targeting = lower CPM.
    c) Analyze your competition using the Ad Library. 🕵️‍♀️ Learn from their copy & creative

Applying these tips can lead to a significant drop in your CPM and a surge in conversions. 🌊 It’s all about finding the right balance and delivering a message that resonates with your target audience. 🎯 Keep refining your strategy, and watch your results improve! 📈

RECAP: CPM optimization is a game-changer. 🔑 It tells you about the quality of your copy, creative, and audience. To reduce CPM & boost sales, test your ads, and make your copy relevant to your audience.  Apply these tips, and watch your ad performance skyrocket! 🚀 

H – Hot Take 

blank

It was hot…..I took it…..

Sometimes you need to relax, unwind and feel the sand between your toes!

 

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

1) Join the waitlist for Lead2Launch next enrollment date here: https://michealoneill.com/join-the-waitlist
2) Forward this newsletter to a friend with an invitation to subscribe right here: https://michealoneill.com/launch