Advanced Facebook ad strategies Archives - Mícheál O'Neill https://michealoneill.com/tag/advanced-facebook-ad-strategies/ Helping you build a scaleable online business that enables you to live the life you want and create the impact in the world that only you can. Thu, 18 Apr 2024 13:02:32 +0000 en-US hourly 1 https://michealoneill.com/wp-content/uploads/2020/09/Asset-1@250-100x100.png Advanced Facebook ad strategies Archives - Mícheál O'Neill https://michealoneill.com/tag/advanced-facebook-ad-strategies/ 32 32 Challenge Funnel Strategies for Course Creators and Membership Site Owners https://michealoneill.com/challenge-funnel-strategies-for-course-creators-and-membership-site-owners/ Thu, 18 Apr 2024 09:00:09 +0000 https://michealoneill.com/?p=20279 Discover expert insights and proven tactics for optimizing challenge funnel strategies tailored specifically for course creators.

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Challenge Funnel Strategies for Course Creators and Membership Site Owners

Discover expert insights and proven tactics for optimizing challenge funnel strategies tailored specifically for course creators.
Challenge Funnel Strategies for Course Creators and Membership Site Owners

Table of Contents

How to Optimize Your Challenge Opt-In Page

Love or hate his style, Russel Brunson’s copy is always on point. This is a simple above-the-fold opt-in page for a 5 Day Challenge. 

  1. The countdown timer in the header instantly creates urgency.
  2. The attention section instantly helps people identify if this is for them and answers the question, “do I belong here?”.
  3. “5 Short Days” “5 days”: tells people when exactly they can expect the promised result, and “short” gives a feeling of reducing the time delay to achieving the key promise.
  4. “Exact Step By Step Method” provides a container for how the results will be delivered. It tells you that Russel has a process. He isn’t just making stuff up on the spot. It tells you that he has helped others do it before. It tells you that if you follow the process, you too can get the promised result.
  5. Russel stresses the words “For Free” twice. This is proven to increase on-page conversions. However, some people worry that it will attract a certain sort of individual that is interested in “For Free” but may not be as interested when it comes to a “For Fee” offer.
  6. The additional bonus here is smart. Getting an opt-in for a challenge, webinar or launch is only the starting point on the path to a sale. Once you have their email address, you have to work as hard if not harder, to get them to show up for the deliverable. Russel seeds this early in play.
    Not one but two “free listing building software products” from the founder of the No.1 lead generation and sales software company in the world is a big incentive. But to get it you have to show up.
  7. The Call To Action (CTA) is strong and clear. The green is not a Clickfunnels brand color. You will also notice that it is a different green than is used in the logo and the countdown timer. The goal is to ensure that the CTA is unique and stands out on the page. Psychologically while green is associated with “GO” neon green is also associated with vitality and excitement.
  8. Subline on CTA. You will also notice the subline on the CTA. In this, Russel tells people that they need to enter their email. Some people are not eager to give up their email. So he links the giving of the email to the benefit being offered. This will reduce sign-up friction and is designed to ensure minimum drop-off from stage one of the opt-in to stage 2 of the opt-in, which is submitting your details.

Optimizing Ads for Free Challenge Opt-ins

Now that you have seen the opt-in page, you might as well look at one of the Facebook Ads Russel uses to drive traffic to his 5 Day Lead Challenge.

This is what I classify as a medium-form ad. Russel and his team are fantastic storytellers and copywriters, so most of his ads are long-form, but this one gets down to business quickly.

Some key takeaways:

Headline: 

What would you do with an extra 10, 100 or 1,000 New Leads Per Day? I love this. He has made something that is unquantifiable specific. A wide range of people will join the challenge. They will have varying goals and dreams. They will also have varying limiting beliefs. 

I usually am not a fan of casting a wide net. Specificity for the WIN! But I think this headline does a great job of appealing to a broad audience in a specific manner.

Description:  

 

Don’t be lazy. If you use the description section, don’t just repeat the headline. It looks silly. 

As the description only shows in a couple of ad formats, I have stoped using it. Sometimes I like to throw in an Easter egg but that is how I look on it.

Creative: 

Russell and his team crank out creatives like there is no tomorrow. It is not unusual to see 10-20 creative variations for a single ad.

They do a great job of creating curiosity in this image. “What’s under the post-it notes?” “What’s the magnet that is attracting all the leads?” 

I also think the handwritten flip chart brings an element of authenticity and personal touch to the ad.

Talking about personal, I’ve found that creatives with the key person or entrepreneur, can outperform stock or non-human images. When launching ad campaigns for course creators and membership site owners, I always include at least one image or video of the key person.

Body: 

A solid hook. Who doesn’t want an “endless stream of hot leads for your business”?

It could be argued that this isn’t the most imaginative hook and it certainly isn’t unique. For Russel, this is ok because he has the name and brand to carry it. For us mere mortals we may have to try a little harder.

The hook leads you into the headline from the opt-in page. When starting a lead generation campaign this is always one of the first ads I draft. The ad stats will give you immediate feedback on the effectiveness of the core promise, headline, and body copy. You can then use your ad data to optimize your opt-in.

Notice that Russel doesn’t simply list what he will talk about each day. Words like “Unlimited Leads” & “Creating Your Onepager” build curiosity and intrigue.

It is always a good idea to include links to your opt-in page in the body of your ad copy. This increases your Outbound Click-Through Rate (CTR). That’s the second critical success metric of any campaign.

All Caps is a good way of drawing attention to elements in an otherwise very plain section. Use it sparingly, however, as neither Facebook nor their users like you shouting all the time!

Bonus tip: 

If you do want to add additional formatting like bold, italics, strikethrough etc. to your body copy, check out this website: https://yaytext.com/

Again, use sparingly and be aware that your formatting might not always show up.

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]]> Facebook Ad to a Free Workshop: Decoding a Winning Strategy https://michealoneill.com/facebook-ad-to-a-free-workshop-decoding-a-winning-strategy/ Thu, 12 Oct 2023 08:36:49 +0000 https://michealoneill.com/?p=15970 Short and sweet today. And I’m not going to ruin it by over-explaining this…..

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Facebook Ad to a Free Workshop: Decoding a Winning Strategy

Short and sweet today.

And I’m not going to ruin it by over-explaining this…..

ARE YOU AFRAID YOU’LL STAY SINGLE FOR THE REST OF YOUR LIFE?

Facebook Ad to a Free Workshop Swipe File:

SWIPE FILE – 0065 – Matthew Hussey – FB ad to Free Workshop

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]]> Launch Newsletter 220715 https://michealoneill.com/launch-newsletter-220715/ Fri, 15 Jul 2022 09:26:34 +0000 https://michealoneill.com/?p=6876 Remember, Facebook Ads aren’t the only option for Lead Generation. Yes, Google Ads may be more expensive. But as the leads have shown proactive intent by searching for the keyword you target very often, the leads are of higher quality. Here is a guide showing you how to drive more high-quality leads with Google Ads.

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

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Welcome to L.A.U.N.C.H., the newsletter you look forward to seeing just like your favorite cousin at a family party. Well, we have lots of catching up and plenty of gossip, so buckle up, buttercup. Let’s dive in….

  • How to drive more high-quality leads with Google Ads
  • Are you buying the Facebook Ad dip?
  • Find out what TikTok thinks you’re interested in?
  • Instagram v TikTok – The battle rages
  • Quiz funnel to launch – Amy Porterfield quiz opt-in page
  • A Facebook ad to quiz opt-in – Amy Porterfield ad copy
  • Digital Course Academy waitlist page – Avatar call out
  • Finally, the news we have all been waiting for….
  • What’s trending on TikTok?
  • The highest form of wealth

L – Latest News

How To Drive More High-Quality Leads With Google Ads

Remember, Facebook Ads aren’t the only option for Lead Generation. Yes, Google Ads may be more expensive. But as the leads have shown proactive intent by searching for the keyword you target very often, the leads are of higher quality. Here is a guide showing you how to drive more high-quality leads with Google Ads.

Are you buying the Facebook Ad dip?

Facebook ad costs have dipped from late June to early July. This is on top of the already favorable conditions experienced in June. So let’s make hay while the sun shines! 

  • CPMs -11.38%
  • CPCs: -8.52%
  • Cost Per Purchase: -7.76%

Find out what TikTok thinks you’re interested in?

Want to see what TikTok thinks you are interested in? Ever wonder why you see the ads you do? Well, now you can see (and control) the categories for which TikTok serves you ads. Open the app and go Profile > Settings and Privacy > Privacy > Ads Personalisation > How your ads are personalized.

Instagram v TikTok – The battle rages

Instagram has more “power users” logging in daily, but TikTok users spend longer per day. A study by Sensor Tower shows that 39% of Instagram users log in daily (that blows my mind). TikTok falls behind, with just 29% of its users logging in daily. However, in “time spent on the app,” TikTok users spend on average 1.5 hours per day, almost double that of Facebook and Instagram.

A – Awesome Swipe

Quiz funnel to launch – Amy Porterfield quiz opt-in page

The countdown is on to one of the big launches in the Online Course world. Amy Porterfield is limbering up for her Digial Course Academy Launch. What a great time to be a launch voyeur!

Closer to the launch, Amy will likely use a traditional pre-launch opt-in. But, for now, her list-building efforts are focused on her “Discover Your Ambition Archetype” quiz.

Archetype or Type is one of the 3 (and possibly most common) quiz types.

  • Type
  • Killer
  • Score

Amy has followed the Ask Method to the tee with this quiz and uses Bucket.io as her quiz builder.

Some key takeaways:

  • Immediately your eyes are drawn to “Free Quiz” across the top. As quizzes are still a relative novelty for front-end users, the combination of Free and Quiz is strong.
  • One of the strongest trigger lines on the page is “Discover Your Ambition Archetype” – Discover is one of my favorite opt-in page words. It builds curiosity and intrigue. Most entrepreneurs are “ambition” and competitive-focused, which will pique their interest. We love finding out how we fit into the world, which is why Archetypes are so powerful. 
  • Ready to get clear on exactly how you can make more cash, impact, and space to do what you love, your way? Amy touches directly on the 2 of the 3 freedoms here with Financial and Time. Impact is also closely related to the 3rd freedom, which is lifestyle. 
  • An interesting question to ask is do we really want impact for what it does for others or do we want “impact” for how it makes us feel about our own significance. (Could be a good one to journal on!) 

U – Uplevel Ads 

A Facebook ad to quiz opt-in – Amy Porterfield quiz ad copy

If you launch a Quiz you will need traffic at scale. 

Before I dive into one of Amy’s ads, jump over to the Facebook Ad Library and look at the scale of the campaign that Amy has launched.

Amy has 17 Ad variations running for her Quiz. Some of these ads appear 35 times across different campaigns and ad sets. 

There is a mix of medium and long-form ad copy centered around 2-3 key themes. 

These are matched with static and video creatives. 

If you study the copy and creative, you realize you don’t need lots of ideas. 

You just need 2-3 strong ideas and then iterate to produce many ad variations.

This is especially important if you are running a time condensed campaign for something like a launch where you have a large budget being spent over a relatively short period of time.

Some key takeaways:

  • Amy grabs attention with “New Quiz!” Emojis are a great way to catch people’s eyes in ads. 
  • Straight away Amy calls out her primary avatar, which is a corporate professional looking to start an online business. “allergic to a “typical” career path”. 
  • After grabbing their attention Amy connects with their fears and the internal nagging voice that exists within the head of her avatar. “Moving up in WHOSE world”
  • Then she moves into connecting with their dreams – “creating a business and life that aligns with your values”
  • She then links the outcome people want to the quiz.
  • Take a few minutes to answer this 7-question quiz and get to know which of the 4 Ambition Archetypes you are. Few minutes – 7-questions – 4 Ambition Archetypes. Gets specific, makes it feel quick, and makes it feel easy. Remember the value formula – Accentuate the primary promise, guarantee the outcome, reduce the time to attainment and reduce the effort required.
  • Study the fascination bullet points. In fact take 5 minutes now, grab a note pad and write these out. Often we feel compelled to tell people what they need to do or what they will get. Notice the way Amy creates real curiosity and teases the outcome without giving any real detail.

✅ How your natural strengths nudge you towards the business style you’ll be most successful at⁣

✅ One potential setback based on your archetype that might nip at your Achilles heel on the journey to business and lifestyle freedom 

✅ Other leaders, makers, and status-quo-shakers that share your archetype and prove that a business outside the status quo is not only possible, it’s worth getting uncomfortable for 

✅ What to do next to leverage all of the above, lean into your archetype, and take a flying leap towards the specific lifestyle you’re dreaming of⁣

N – Now Launching

Digital Course Academy waitlist page – Avatar call out

Well will you look at that… It’s an Amy Porterfield clean sweep…

I love following a launch from start to finish. So much happens before that first bit of pre-launch content is released. Here we see the waitlist for the Digital Course Academy page.

Amy has more detail than is commonly seen on a waitlist page. Remember that Amy has lots of launch reps and conversion data to work with. If you are starting out recommend keeping it simple.

One feature of the waitlist page that I want to focus on is the Avatar call out.

Every online business owner should have a well developed and accurate Avatar call out.

Most online businesses will have 3-4 specific segments within their target market. These are the people who will gain the most from working with you or which you help most frequently. 

The model Amy uses is simple but effective.

  • If you are a specific person
  • Who has this specific problem
  • And your dream is
  • Then this is for you 

Why not take 5 minutes for the following exercise:

  1. Identify the 3-4 key avatar segments within your business
  2. Idenitfy the biggest pain point for each segment
  3. Identify the common dream for each segment

Your online business is the answer to the question: 

  • How do you help each segment eliminate their biggest pain and make their dreams come true?

C – Creator Central

Finally the news we have all been waiting for….

Just ahead of World Emoji Day (17 July) the draft list for Emoji 15.0 has been published. Due for release in September 2022, Emoji Version 15.0, will bring a host of new emojis to spice up our online marketing material. 

Proposed emojis (finally) include a Donkey, Ginger Root, Pink Heart and (the I can’t believe we have been waiting this long for) Hyacinth.

All joking aside. Don’t underestimate the power of emojis, especially in Facebook Ads.

Go back up to Amy’s Ad above. Count how many emojis are in just that one ad. That isn’t by accident. If emojis didn’t increase ad conversion rates they wouldn’t be included.

In a game of marginal gains, the novelty and potential for attention grabbing of new emojis will provide some opportunity for advertisers.

But let’s not kid ourselves. No number of emojis will turn losing copy and creative into a winner.

What’s trending on TikTok?

Want to create viral content on TikTok but don’t want to spend hours scrolling to identify what’s popular now? Well check out the TikTok’s Trend Discovery. You can sort country, Hashtag, Songs, and Creator. 

H – Hot Take

What you do matters. 

Keep going.

The world needs you.

Micheal

 

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 

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]]> Launch Newsletter #220708 https://michealoneill.com/launch-newsletter-220708/ Fri, 08 Jul 2022 13:56:41 +0000 https://michealoneill.com/?p=6779 Meta has partnered with Memberpress, a subscription management plugin for WordPress. Members who sign up through the plugin can now seamlessly be added to Facebook Groups. This also opens the door to Facebook-only membership sites with robust payment and subscription management.

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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.

Welcome to L.A.U.N.C.H. The newsletter that cracks the Piñata so you can eat that sweet, sweet online business growth candy. 

We’ve got a lot to cover today so let’s drop the chit-chat and get down to business.

  • Meta Continues Serenading Of The Creator Community
  • 10 Psychology Principles That Will Make You a Better Marketer
  • All Instagram Videos To Now Appear As Reels
  • Frank Kern Proves Less Is More
  • A Simple Hero V Villan Video Ad Format
  • Clean Webinar Registration Page (With Secondary Bribe)
  • Top Ranked Video Marketing Metrics
  • 8 Pillar Page Examples to Get Inspired By

L – Latest News

Meta Continues Serenading Of The Creator Community

Meta has partnered with Memberpress, a  subscription management plugin for WordPress. Members who sign up through the plugin can now seamlessly be added to Facebook Groups. This also opens the door to Facebook-only membership sites with robust payment and subscription management.

10 Psychology Principles That Will Make You a Better Marketer

Our job as marketers is to understand and push the psychological buttons that will influence people to take the actions we know will get them the best results. This thread gives you a 1 minute summary of key psychological mechanisms behind Robert Cialdini’s book Influence.

All Instagram Videos To Now Appear As Reels

Instagram released an update (for a limited number of accounts) that will see all videos posted to the platform appear as Reels. Instagram is in a battle royale with TikTok. It is clear they are betting their future on Reels. Hate them or love them, you better get used to Reels. They are here to stay.

A – Awesome Swipe

 

Frank Kern Proves Less Is More

You don’t need more words to convince people to take action. You need the right words.

This is one of the most economical opt-in pages we have seen here at L.A.U.N.C.H. HQ.

Yes, Frank Kern is a big name. Being a big name means you don’t have to work as hard to build trust and authority. But Frank didn’t back off on the persuasion with this opt-in page.

Some key takeaways:

  • The white space funnels our attention into the copy. There are no distractions. We don’t have to think about where to look next.
  • Frank Kern Live – Without a logo or branding, it was necessary to tell people who was behind this. This is also backed up with a small profile photo in the footer.
  • Getting to see Frank Live and possibly ask questions is a big deal in a world where pre-recorded, and evergreen content is common.
  • For your audience, you have to decide if live is positive or negative. Some people like being able to watch things in their own time. Others like being on live with the presenter. Whichever way you go, commit to it, and sell the benefit of that approach.
  • The specificity of the headline is compelling – $574K. When it is that specific, it adds an element of authenticity and believability.
  • “Last Month”, it wasn’t 6 months ago, it wasn’t one-month last year. It was last month. This tells you that it is a current trend. It makes you feel like you are going to get a jump on your competitors. This is fresh off the press. Maybe it is the silver bullet you have been searching for.
  •  The qualifier of “Email” makes this feel accessible. Everyone feels like they could send a few emails. Maybe I don’t need a complex funnel. Most people will know that they don’t have an email list as big as Frank’s, but what if, with my small email list, I could generate $20k?
  • “the opposite of what the Experts Say” Counterintuitive approaches are compelling. Going against the grain makes people feel smart. It is one of the reasons why conspiracy theories take off. People want to feel like they are more intelligent than their peers. Counterintuitive logic draws people in. 
  • Then Frank stresses the LIVE component. As it is live, Frank gives the time and date. 
  • Interesting to note California time rather than the traditional (PST). I have no idea why Frank did this. Do people find California specifically interesting? With the tech and start-up scene centered in California, could that be seen as a plus? Maybe, but if you live somewhere cool, you could test this out. I’ll ask Frank the next time I see him!

U – Uplevel Ads 

A Simple Hero V Villan Video Ad Format

Continuing on our theme of simplicity. Look at how organic and amateur this TikTok ad appears.

This ad is for MagicSpoon, a healthy breakfast cereal for adults who haven’t grown up!

What’s one of the big objections to eating our favorite childhood cereals? 

…..All the added sugar.

One of MagicSpoon’s key selling points is that it has 0g of sugar. 

To tell is one thing. To show is infinitely more powerful.

Some key takeaways:

  • The split-screen approach seems crude but is extremely effective.
  • The sugar pouring into the bowl on the right instantly conveys the message the ad is trying to land.
  • Simple text overlay that we could all do in an app like CapCut in less than 5 minutes with some additional triggers: Features: High Protein, Low Carb, 0g Sugar. Benefits: Great tasting Transformation: just like your childhood favorites… but healthier
  • Great ads don’t need to be complex. The more an ad looks “not like” an ad, the better it will do.

 

N – Now Launching

 

Clean Webinar Registration Page (With Secondary Bribe)

Mark Lack is launching his ShortenTheGap Program. 

The screenshot is an above-the-fold view of the registration page for the launch webinar.

In the second half of the page (not shown above) Mark has gone for simple testimonials and a bio section.

I always encourage people to start with a simple single-screen opt-in.

Everything people need to register should be contained on a single screen.

Once you have optimized the above-the-fold section to a conversion rate above 50%, you can start testing testimonials and bio below the fold.

Some key takeaways:

  • I love the top banner – $100 CASH giveaway on this training. $100 hardly seems worth my while, but I appreciate that you don’t want the incentive to be the only reason why someone registers and shows up. For Mark, I think that $1,000 is worth testing. For us, mere mortals, maybe a 1-on-1 strategy session or something of value that people can’t get free elsewhere.
  • In a trend that we see over and over Mark stresses the FREE training twice on the page. Many people shy away from this as they don’t want to attract people who are only interested in free stuff but I think the evidence is clear that it increases conversion rates.
  • It is interesting that Mark makes the headline about him and doesn’t flip it to “how you can”
  • Impact millions is a little vague. This is definitely an area that could be strengthened. Yes, people want to believe that they are impact-driven. This is a powerful alternative to filling your pockets with cash.
  • 30-50 clients per month is specific. However, I would also test a single number. One way to arrive at this number could be to add up all the clients attracted in a year and divide that number by 12 ((504/12) = 42). Saying how I attracted 42 clients per month is a stronger and more compelling proposition.
  • Timers work a treat the closer it gets to the deadline. If you are 7 days away from a deadline a countdown time may work against you as people think, “oh I have plenty of time. I’ll come back and make that decision later”. Countdown timers are most effective from 72 hours to the deadline.
  • Below the image, you will notice a section with the Facebook follow and share button. This is a simple piece of code that you can generate in the Meta for Developers portal and add to any page. There are a few reasons why I love this. First, if you have a large page, it is a great way of demonstrating social proof. Second, it makes it very easy for people to share. And thirdly, if you are friends with anyone who likes the page, their name will display in the widget. Seeing your friend’s name on an opt-in page will massively increase your likelihood of signing up.

 

C – Creator Central

 

Top Ranked Video Marketing Metrics

 

Psssst……. don’t tell anyone else…… but video marketing is kinda a big deal.  

If you don’t have (or plan to have) video in your marketing mix, you are missing out.

Hubspot has released its 2022 Video Marketing Report. Hubspot surveyed over 500 video marketers to identify the latest trends and their future plans. 

This Report is a must-read if you are utilizing video in your marketing.

One of the key sections of the report was the prioritization of video marketing metrics. Or, put another way, what are professional marketers optimizing their video marketing for?

  • Engagement

60% of video marketers agreed that this was their most important metric.

Often we can get captivated by the number of views a video gets, but that only tells a fraction of the story. 

Of far greater importance is how much of your video people consume. 

And this is true whether it is long-form, short-form or even video ads.

Produce video content that grabs and holds people’s attention. 

The 20% that will get you the 80% of your results is the very start of your video. (2-3 seconds short form and 5-10 seconds long form)

Hit them between the eyes and get the meat of what you have to say onto the table early in play.

That way, they will be far more likely to stick around.

  • Conversion

Every video should have a Call To Action. 

Top-of-funnel videos will have a soft call to action (like, subscribe, share). 

Middle-of-funnel videos may ask people to opt-in or initiate contact.

Bottom of funnel videos will ask people to make a purchase.

Whatever your objective, you should have a success metric defined in advance. 

Your conversion rate is the total number of people who viewed the video divided by the number of people who completed the CTA.

  • CTR

Before someone makes it to your CTA, they must first be compelled to engage.

Your thumbnail and title/caption are essential in driving this initial engagement. 

Think of this as the opt-in copy for your lead magnet. 

You could have the best lead magnet in the world, but if you can’t make a compelling case as to why people should opt-in, no one will ever see it.

On YouTube, you want to target a 4-5% CTR.

  • Follower and Subscriber Growth

These may be described as vanity metrics, but they are important nonetheless.

Pay special attention to the content that leads to follower and subscriber growth.

Analyze your video content. Double down on the content that is bringing engagement, consumption, and driving follower and subscriber growth.

  • Average View Time

The goal of every platform is 

  1. To get users to visit the platform as often as possible
  2. To get users to stay as long as possible every time they visit

Why you may ask? 

Well, simply put, these are the two metrics that enable the platform to show the highest volume of ads, which is how they make money.

As a result, creators who have a high average view time will be rewarded with increased visibility and higher organic reach.

Give the platforms what they want, and they will give you what you want.

8 Pillar Page Examples to Get Inspired By

Pillar Pages are staples for organic SEO growth.

A well-implemented Pillar Page strategy can be a lead generation, and even an evergreen sales funnel gold mine.

Think of a Pillar Page as an extensive high-level signpost page. 

It attracts people to your site and gives them a high-level introduction to a topic. 

The Pillar page then points them to more detailed content on your site that answers specific questions they have. 

Here are 8 Pillar Page examples to inspire you.

H – Hot Take

I don’t think I need to say anymore.

JUST DO IT!

What you do matters. The world needs you.

Micheal

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 post Launch Newsletter #220708 appeared first on Mícheál O'Neill.

]]> Launch Newsletter #220630 https://michealoneill.com/launch-newsletter-220630/ Thu, 30 Jun 2022 09:22:43 +0000 https://michealoneill.com/?p=6737 Meta has announced it is opening up its Instagram Reels API to 3rd party scheduling tools. This means you will eventually be able to upload reels from your favorite tools like Later, Hootsuite, Loomly, Buffer, MeetEdgar, or SocialPilot. Content creators rejoice! Big productivity problems solved.

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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.

Welcome to the L.A.U.N.C.H. Newsletter. We’re like your favorite work-from-home stretchy pants – comfortable, reliable, and always there when you need us.

Another big week in the online world; let’s dig in:

  • Meta releases Reels API
  • 150+ Content Creation Templates
  • TikTok releases attribution management for ads
  • A practical guide to NFT memberships for creators
  • An awesome re-engagement email
  • How to use emotion in your Facebook ads for better results
  • A super sales page format to inspire you
  • Do 3rd party social scheduling tools kill organic reach?

 

L – Latest News

Ok, let’s kick off with a rapid-fire buzzer round.

Meta Releases Reels API

Meta has announced it is opening up its Instagram Reels API to 3rd party scheduling tools. This means you will eventually be able to upload reels from your favorite tools like Later, Hootsuite, Loomly, Buffer, MeetEdgar, or SocialPilot. Content creators rejoice! Big productivity problems solved.

150+ Content Creation Templates

The awesome team at Hubspot has released a free download containing 150+ templates to easily create ebooks, blog posts, infographics, and more. I’ve had a look, and as usual from Hubspot, the templates are top-notch. So get it while it’s hot.

TikTok Advertisers Can Now Set Custom Attribution Windows

Knowledge Commerce brands are seeing fantastic results with TikTok ads. TikTok has just released an upgrade to allow for flexible attribution on its Ad platform to give advertisers more control when calculating Return on Ad Spend. Keep an eye on TikTok Ads. Even if you are not ready today. Be prepared for when the time is right.

A Practical Guide to NFT Memberships For Creators

You may not be a fan of badly drawn Apes or Punks. Still, you should start looking at the possible application of utility NFTs for memberships, masterminds, and courses. Here is a great place to start. 

A – Awesome Swipe

An awesome re-engagement email

Re-engagement campaigns are one of the essential cornerstones of any email strategy. 

If you continue to email people who don’t interact with you, your email deliverability will suffer. This means that the people who are interested in what you have to say will stop receiving your emails.

But we don’t want to toss away hard-won email subscribers.

The solution: a re-engagement sequence.

A re-engagement sequence is a series of emails designed for one purpose and one purpose only. To get inactive subscribers to click on a link in the email. 

When they click on a link it sends a signal to the email service providers that your content is valuable and future emails should be placed in their clients’ inboxes.

Here is a fantastic example of a re-engagement email from the Hustle.

Subject: Save our intern?

 

Some key takeaways:

  1. It oozes personality
  2. It tells a story
  3. It personalizes what many people see as an impersonal transaction
  4. It humanizes the negative outcome if you don’t interact (in a humorous way)
  5. It is simple and to the point

Honestly, even if you were not all that interested in the Hustle, they have made you smile. How could you not click the link?

The best part of the email is the link itself. 

Now I don’t want to ruin the surprise so you can click here to find out where it brings you.

You can thank me later.

U – Uplevel Ads 

How to use emotion in your Facebook ads for better results

One of the reasons why the Hustle re-engagement email is so good is because it connects with you on an emotional level.

This isn’t just a good thing for email copywriting. Bringing emotion to the copy and creative of your Facebook Ads will bring better results.

Wordstream collated 21 emotionally charged Facebook Ads and analyzed the mechanisms used in the copy. As a bonus, they threw in 97 words that you can try out in your copy.

Remember that emotion can be both positive and negative. Unfortunately, as humans, we are hardwired to do more to avoid pain than to gain pleasure. 

This means that stirring negative emotions can produce bigger results.

Loss aversion studies show that people can be motivated twice as much to avoid pain than gain a similar level of pleasure.

For example, people will do as much to avoid losing $5,000 as to gain $10,000.

Personally, I don’t like being a negative Nancy. I also am not going to try to outsmart well-established psychological principles.

The solution: draft ad copy designed to trigger both positive and negative emotions and let the stats tell you which one is more effective at getting people to take action.

Remember the most important thing is that you get people taking action and making progress. 

If I can get someone to take any action that I know will benefit them and get them the result they want then “by any means necessary”.

N – Now Launching

A super simple sales page format to inspire you

Brian and Scott Moran of Samcart are in the middle of a launch for a new online course using the Samcart digital content platform. 

Samcart has long been known as a popular way for digital creators to sell products and collect cash online. 

In the past 6 months, they have added the ability to host digital content for memberships and courses.

As a good online business does, they sat back and asked themselves: 

  • What is the biggest challenge facing our Perfect-Fit Client? 
  • What is the one thing which if we could solve for our Perfect-Fit Client would help them move forward?
  • What is the one thing holding our Perfect-Fit Client back 
  • What would a Perfect-Fit Client need to believe before they purchased our primary product (Samcart)?

But that isn’t why I am sharing this sales page today. 

Look at the very top of the page. There is a menu bar that lays out the format of their sales page.

Look how clear they make the thought process for their audience:

  1. The Problem with Traffic
  2. The Truth About Traffic
  3. Traffic Solutions For Creators
  4. Let Me Show You How It Works
  5. What You Get
  6. FAQ

If you want an outline for an effective sales page……. there you go.

Change just two words:

  • Traffic – what you are offering
  • Creators – who you are offering it to

….and you have an outline for the narrative of your sales page.

Sure there are other sales page elements like:

  • VSL – Video Sales Letter
  • Testimonials / Case Studies / Social Proof
  • Bonuses
  • Offer Stack
  • Call To Action
  • Guarantee 

But this is a great way to think of the journey that you want people to go on through your copy.

C – Creator Central

Do 3rd party social scheduling tools kill organic reach?

Meta announced earlier this week that they were opening up access to the Instagram API for Reels. 

This means that 3rd party social scheduling tools will, for the first time, be able to post reels to Instagram.

Some of the top social scheduling tools include: (in no particular order!)

But the question is. Should you use 3rd party tools to post on social media?

There are long-standing rumors/beliefs that content, (especially on Instagram), posted from 3rd party scheduling tools is throttled or shadowbanned.

This all stems back to an issue in 2011. Facebook users found that content pushed through 3rd party apps was getting lower reach.

So roll on 2022. Do we have anything to worry about using 3rd party scheduling apps?

Well, I could tell you my experience, or tell you what I heard from some randomer in a Facebook Group, but I prefer cold hard data. So I went searching…

Just from reading the headlines, you can probably see what way the argument is going.

It turns out that there is no negative downside to using a 3rd party social scheduling tools.

Granted the research conducted in 2 of the 3 articles above was done by social media scheduling tool companies…….

….. so kinda like a cow writing about the benefits of vegetarianism.

But still, the research is solid so I am going to call it!

Yet another digital marketing myth busted! 

H – Hot Take

“It’s not that I’m so smart, it’s just that I stay with problems longer.” — Albert Einstein

I believe your success is almost guaranteed over a long enough time frame.

As entrepreneurs, it is important that we are macro patient and micro impatient.

We need to be patient with our long-term goals and dreams. 

Patience will keep us showing up day after day when we feel that things are going against us.

90% of success is showing up day after day when others would give up.

We need to be impatient with the small actions on a day-to-day basis.

These actions pave the path to long-term success.

Much of business and life’s frustrations come from macro impatience. 

Keep focused, and stay patient. You’ll get there.

What you do matters. The world needs you.

Micheal  

 

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 post Launch Newsletter #220630 appeared first on Mícheál O'Neill.

]]> Launch Newsletter #220624 https://michealoneill.com/launch-newsletter-220624/ Fri, 24 Jun 2022 08:46:41 +0000 https://michealoneill.com/?p=6722 What an interesting couple of months for Twitter.

Elon offers to buy them (with some spare change he found down the back of the couch!)

Then he pulls out of the deal and plummets their share price, voicing concerns over the number of fake accounts.

The post Launch Newsletter #220624 appeared first on Mícheál 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.

Welcome to the L.A.U.N.C.H Newsletter.

We’re your buddy who explains what’s going on in the online business world.

And I mean a real buddy. Like, if your phone was plugged in charging at 15%…and our phone had 2%…we’d leave your phone plugged in. #realbuddy

We have another cracker for you today so let’s dive straight in…. 

L – Latest News

Brits To Kick GDPR To Touch

The UK Government has announced that it’s ditching GDPR regulations. 

If you are into that sort of thing, you can read the official release here.

The principles driving GDPR are essential. Especially in a world where the tech giants have a front seat, access-all-areas pass to our lives. 

It is fundamental in protecting people’s personal healthcare, finance, lifestyle, and intimate personal data. 

The practical application of GDPR for small businesses and online marketers has been a nightmare. 

A lot of annoying pop-ups and silly requirements for hairsplitting declarations that, in many cases, are unenforceable. 

Well, the UK has had enough. So they’re kicking GDPR to the curb.

They want to simplify Data Protection. 

Unfortunately, governments (not just the UK!) have a terrible track record with simplification.

The potential implication for us as online marketers is that we will need not just to comply with CCPA, CAN-SPAM, and GDPR but now some other UK Act. 

The problem occurs when you try to draft a piece of legislation that governs a company like Facebook or Google while at the same time applying to a small business.

In our case a course creator or membership site owner targeting $1m to $10m a year.

I am sure they will try their best, but this is something to keep an eye on.

Twitter Goes Long

What an interesting couple of months for Twitter.

Elon offers to buy them (with some spare change he found down the back of the couch!)

Then he pulls out of the deal and plummets their share price, voicing concerns over the number of fake accounts.

All along, Twitter is still struggling to make profits on the scale of the other big tech companies.

All that aside, from a users perspective Twitter is a gold mine.

It is where all the really smart people hang out. 

And they don’t just hang out, but they share what they do daily.

No platform holds a candle to Twitter when it comes to gaining knowledge, insight, and learning.

What’s more it’s by far and away the best platform to connect and interact with the top minds in any field.

Where other platforms are continuously coming up with new post formats to jump on the latest craze, Twitter has remained loyal to its roots.  

Twitter favors text-based posts. Their last update bumped the limits from 180 to 240 characters per post.

Well, now they are about to GO LONG.

On June 22, 2022, Twitter announced that it was merging newsletter subscriptions into @TwitterWrite and releasing Twitter Notes.

Twitter Notes will allow people to write long-form content on Twitter. 

I think this will be a massive addition to the platform. I learn so much from Twitter threads as it is, and I can’t wait to see how the Twitter community takes to Twitter Notes.

Virtual Events Defend Their #1 Title 

Events are a crucial conversion tool in the course creator and membership site owners’ toolbox.

While webinars hit their peak during the pandemic and are now in decline. Virtual events are still going strong.

Event marketers expect that almost two-thirds of their future events will be virtual or hybrid.

Speaking to the big names in our industry their virtual events are cheaper to run, cheaper to fill and convert better than their IRL in person events.

This seems like a win-win-win to me.

Definitely something you should have on your radar if you don’t have them in your marketing mix.

Hopin is a virtual event hosting platform. The platform doesn’t get much attention in the knowledge commerce space but is massive in other industries.

Hopin have released a guide to hosting virtual events in 2022 and it is well worth a read.

You can get your copy here:

A – Awesome Swipe

I love simple opt-in pages. 

People feel compelled to write loads of “stuff” to drive opt-ins and increase conversions.

Often refining the core promise and making it as attractive as possible in as few words as possible will get you a better result.

Last week when I was rooting around Ryan Levesque’s Quiz Funnel Workshop Launch I came across a secondary opt-in page.

This page was built specifically for JV Partners. 

This is a great play by Ryan. It makes it easy for partners to explain a simple value proposition, “18 Proven Quiz Funnel Templates,” rather than a multi-part Workshop.

When people opt-in for the templates, they immediately get offered the Workshop. It’s like an upsell from one “free thing” to a higher value “free thing”. 

It works best when the higher value “free thing” requires more input and effort from the requester, and there is a longer timeline to achieve the outcome.

If you can’t condense the reason, someone should opt-in to your lead magnet into a headline and 1-2 lines of text you will struggle to convert.

Some key takeaways:

  1. 18 – Use of number – makes it specific. 18 is an unusual number. This makes it seem more authentic. 
  2. PROVEN – This speaks to the likelihood of success.
  3. TEMPLATES – Also speaks to likelihood of success. And it also decreases the perceived level of work required on behalf of the optee (optee – is that really a word?! It is now!) 
  4. QUIZ FUNNEL – This opt-in page is targeted at people who are aware of the problem (I want more leads), aware of the solution (quiz funnels are suitable for lead generation), and possibly the product (I want to or I have launched a quiz funnel). As a result, I give Ryan a pass on having no transformation in his title.
  5. FREE – Notice the prominent use of the word FREE. Not only is it all caps it is also highlighted in orange
  6. BONUS CASE STUDIES: For people at this stage of awareness, finding out how other people have implemented their Quiz Funnels is extremely helpful. But guess what…. It is also a great way for Ryan to demonstrate how fantastic his coaching program and software are. This means he can sell and serve at the same time.
  7. CTA – Transformative CTA’s, in general, will convert better. Still, as there was no transformative promise in the headline or body, Get the Templates FREE!, rounds out the page nicely.

U – Uplevel Ads 

AdEspresso is a Facebook, Instagram & Google Ad management platform. They simplify the ad creation, publication, and result reporting process. Definitely not for you if you are just getting started, but if you are looking to scale your adverting efforts and budget, then it is worth taking a look.

They have just released a blog post with 20 great examples of Instagram Ads.

Mission Possible! – Your Challenge, Should You Chose To Accept It

I love playing a game: How would I improve that ad?

Take 15 minutes. 

  • 3 minutes to scan all the ads
  • 2 minutes to pick 2 ads to review
  • 5 minutes review and improve the ads

One of the best frameworks for thinking about this is: AIDA

  • A – Attention
  • I – Interest
  • D – Desire
  • A – Action

Challenge yourself to find what they did well in each of the four areas and then redraft the ad based on the framework and what you know about the product and its end user.

If you were to play this game every day for 30 days your copy skills would be dramatically better.

N – Now Launching

Another friend of the L.A.U.N.C.H Newsletter, Ross Bridgeford, has just wrapped up his Live Energized Alkaline Diet Launch.

Watching someone selling a marketing or online business growth product is a great way to learn about launching. And, I think it is equally important to watch high-grossing launchers in other industries too.

Ross has built a large and loyal following.

47.4% of his traffic is direct. This means either traffic he or his JV’s send. 45.19% of his traffic comes from organic searches.

It looks like Ross spends $0 on paid advertising. Proof that you can build a big business online without running ads. (And if you have the patience!)

The remaining traffic all comes from Facebook. Proof that you don’t need to be on all the social platforms to build an online business either.

Some key takeaways:

  1. Pre-headers are valuable. Ross packs in 3 critical bits of info. It’s FREE. It’s on-demand – let’s people know it is pre-recorded, and they don’t need to attend live. The dates of the workshop. There is no need to list the specific dates, just the range so people can prepare.
  2. He uses a version of the primary promise + (without) headline and twists it positively. Get the result you want while making it easy and enjoyable.
  3. Ross immediately calls out one of the big frustrations – “yo-yo” and “stop-start” most people will connect with this as part of their journey.
  4. I don’t think he needs to repeat the headline in the body copy – “easy achievable lifestyle”.
  5. I think he misses a trick outlining the benefits of alkalinity. There is no transformation anywhere in this section. There is a big opportunity to up conversion rates on this page. 
  6. “Click to Sign Up” is a lazy call to action. Include the outcome or transformation in your CTA for better results
  7. The below the fold section is strong. It would be stronger if it focused more on the transformation. It is primarily focused on the stuff of the workshop rather than what people’s lives will be like when they have completed the workshop. In saying that it does make me curious about what the 20% that will get me the greates results are and how I could make these habits automatic. 
  8. By the way check out Atomic Habits. If you can work the principles of this book into your program you will get massive results for your audience.

C – Creator Central

Everyone Wants To Be Like……TikTok

Or my other favorite Mike >>>

Meta has announced that your Facebook feed will become much like TikTok. 

They plan to overhaul the feed to make it content-based rather than friend-based.

This could herald a return to organic reach on Facebook, which would be a big thumbs up.

Likewise, Alphabet noted in their Q1 earnings report for YouTube that action on YouTube Shorts is through the roof.

They are adamant that there is nothing to worry about from TikTok.

This sounds a little like your drunk friend holding on to the bar for dear life at 2am in the morning, telling you they aren’t drunk…..

….or the politicians and bankers telling you the economy has never been stronger and that there is 0% chance of a recession, the day before the recession hits.

If you examine the layout of the YouTube home and feed pages, it is clear that YouTube is pushing shorts massively. 

I don’t know how much of the popularity of YouTube Shorts is down to YouTuber’s desire to consume the content or YouTube’s ability to get shorts in the way of your eyeballs. Only time will tell.

Either way, even if you are not a fan of TikTok, you better pay attention to the format and how to gain traction on the platform. Because soon, no matter which platform you favor, everyone will be playing the TikTok game.

Speaking of Games

Want to understand how the different algorithms work?

Check out this awesome breakdown of how the algorithms for eight primary social media platforms work.

Socrates said that “The beginning of wisdom is the definition of terms”.

Similarly, the starting point of success on social is understanding the algorithms.

I love how this post breaks it down for each platform in an easy-to-read and understandable way.

H – Hot Take

“Experts tell you how they did it. A master will tell you how you should do it”

For every model you create understand that just because it worked for you or it got others a result, it may not work for everyone.

What works for one person may not work for everyone.

It is as important to teach people how to think through solving their problem as it is to give them a set of steps they blindly implement.

Everyone of your students is unique. They are all coming from a different place, they all have different goals.

Respect that by creating flexible frameworks and showing them where they can be bent and where they will break down.

What you do matters. Keep going. The world needs you.

Micheal   

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 post Launch Newsletter #220624 appeared first on Mícheál O'Neill.

]]> Your Challenge, Should You Chose To Accept It https://michealoneill.com/your-challenge-should-you-chose-to-accept-it/ Fri, 24 Jun 2022 08:03:53 +0000 https://michealoneill.com/?p=7099 Challenge yourself to find what they did well in each of the four areas and then redraft the ad based on the framework and what you know about the product and its end user.

The post Your Challenge, Should You Chose To Accept It appeared first on Mícheál O'Neill.

]]>

Your Challenge, Should You Chose To Accept It

AdEspresso is a Facebook, Instagram & Google Ad management platform. They simplify the ad creation, publication, and result reporting process. Definitely not for you if you are just getting started, but if you are looking to scale your adverting efforts and budget, then it is worth taking a look.

They have just released a blog post with 20 great examples of Instagram Ads.

Mission Possible! 

I love playing a game: How would I improve that ad?

Take 15 minutes. 

  • 3 minutes to scan all the ads
  • 2 minutes to pick 2 ads to review
  • 5 minutes review and improve the ads

One of the best frameworks for thinking about this is: AIDA

  • A – Attention
  • I – Interest
  • D – Desire
  • A – Action

Challenge yourself to find what they did well in each of the four areas and then redraft the ad based on the framework and what you know about the product and its end user.

If you were to play this game every day for 30 days your copy skills would be dramatically better.

The post Your Challenge, Should You Chose To Accept It appeared first on Mícheál O'Neill.

]]> Everyone Wants To Be Like……TikTok https://michealoneill.com/everyone-wants-to-be-liketiktok/ Fri, 24 Jun 2022 08:03:42 +0000 https://michealoneill.com/?p=7098 Meta has announced that your Facebook feed will become much like TikTok. This could herald a return to organic reach on Facebook, which would be a big thumbs up.

The post Everyone Wants To Be Like……TikTok appeared first on Mícheál O'Neill.

]]>

Everyone Wants To Be Like……TikTok

Or my other favorite Mike >>>

Meta has announced that your Facebook feed will become much like TikTok. 

They plan to overhaul the feed to make it content-based rather than friend-based.

This could herald a return to organic reach on Facebook, which would be a big thumbs up.

Likewise, Alphabet noted in their Q1 earnings report for YouTube that action on YouTube Shorts is through the roof.

They are adamant that there is nothing to worry about from TikTok.

This sounds a little like your drunk friend holding on to the bar for dear life at 2am in the morning, telling you they aren’t drunk…..

….or the politicians and bankers telling you the economy has never been stronger and that there is 0% chance of a recession, the day before the recession hits.

If you examine the layout of the YouTube home and feed pages, it is clear that YouTube is pushing shorts massively. 

I don’t know how much of the popularity of YouTube Shorts is down to YouTuber’s desire to consume the content or YouTube’s ability to get shorts in the way of your eyeballs. Only time will tell.

Either way, even if you are not a fan of TikTok, you better pay attention to the format and how to gain traction on the platform. Because soon, no matter which platform you favor, everyone will be playing the TikTok game.

Speaking of Games

Want to understand how the different algorithms work?

Check out this awesome breakdown of how the algorithms for eight primary social media platforms work.

Socrates said that “The beginning of wisdom is the definition of terms”.

Similarly, the starting point of success on social is understanding the algorithms.

I love how this post breaks it down for each platform in an easy-to-read and understandable way.

The post Everyone Wants To Be Like……TikTok appeared first on Mícheál O'Neill.

]]> Launch Newsletter #220616 https://michealoneill.com/launch-newsletter-220616/ Fri, 24 Jun 2022 07:41:36 +0000 https://michealoneill.com/?p=6649 The cost of Facebook Ads is rising. Meanwhile, the video is taking off. TikTok is now the most visited website in the world ahead of google. Just let that sink in for a second. Instagram is pushing Reels like crazy. Facebook has now started showing Instagram reels on your feed. Video is no longer the future it is the here and now.

With Facebook Video Ads not alone can you tap into the popularity of video but you can also reduce the cost of your ads. If you are starting out with Facebook ads the strategies I share in this video will help you get up and running quickly and avoid the most common mistakes. And if you are an experienced advertiser you will discover the steps that have helped me and my clients get our video ads converting quickly at the lowest possible rates.

The post Launch Newsletter #220616 appeared first on Mícheál 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.

What’s up? Welcome to the L.A.U.N.C.H Newsletter.

Think of us as your friendly neighborhood…….. geek. 

We spend all week neck-deep in the bottomless swamp that is the internet. Searching for actionable steps so you can attract more leads and smash your launch goals.

But we don’t just bring you the common garden variety issues. No, the L.A.U.N.C.H Newsletter brings you the “FL” grade flawless diamond topics.

And, we break it all down into what it means for you, a course creator or a membership site owner.

Let’s dig in….

L – Latest News

New Facebook Lead Generation and Customer Acquisition Tools

Facebook is adding a range of new lead generation and customer acquisition tools. 

Facebook Lead Ads are a quick and easy way to test ad concepts and launch campaigns. The best thing about Lead Ads is that people don’t leave Facebook to opt-in for your free stuff. Instead, everything happens on the Facebook platform.

As everything is on the Facebook platform, you don’t have to worry about iOS 14.5, tracking, attribution, or landing page conversion rates.

In the (very, very, very near) future cookieless world, it is a safe bet that this type of lead generation will become ever more popular.

Facebook also knows it’s in its own best interests to make it easy for people to get started and see results quickly and easily.

The new tools will help improve your lead generation management, making it easier for you to convert leads into paying customers.

They include the following:

A Quote Request option for Instagram. You will be able to add a “Get Quote” button to your profile and stickers in Stories. The upgrade will allow you to ask pre-defined questions to streamline the quote process. If you have multiple offers or levels of membership and coaching, this could be a great way to pre-qualify new leads.

Partner integrations. Lead Ads are great, but to get your leads over to your CRM, you need a tool like Zapier, automate.io, or LeadsBridge. Now you can connect your Lead Ads directly to over 600 CRM platforms. Again making your life that little easier!

Instant Forms are getting an upgrade. You will have greater flexibility in the design, personalization, and content options. This should increase your conversion rates plus gives you lots of room to innovate
(PS Every platform rewards early adopters of new ad placements with much lower CPM. Get in there early for cheap leads) 

Filtering leads with Instant Forms. This has so many applications. You can use the answers to multiple-choice questions in Instant Forms to determine which leads may or may not be a good fit and filter them accordingly. This means you will be able to tailor your communication and offers depending on the answers given.

Gated content. Doubling down on the “everything on platform trend”. You will now be able to serve gated content directly on Facebook after a lead form has been filled out. This avoids the need to immediately pass the lead over to your CRM. Great if you want to test a concept or run a low-fuss campaign.

A – Awesome Swipe

Love or hate his style, Russel Brunson’s copy is always on point. This is a simple above-the-fold opt-in page for a 5 Day Challenge. 

Some key takeaways:

  1. The countdown timer in the header instantly creates urgency.
  2. The attention section instantly helps people identify if this is for them and answers the question, “do I belong here?”.
  3. “5 Short Days” “5 days”: tells people when exactly they can expect the promised result, and “short” gives a feeling of reducing the time delay to achieving the key promise.
  4. “Exact Step By Step Method” provides a container for how the results will be delivered. It tells you that Russel has a process. He isn’t just making stuff up on the spot. It tells you that he has helped others do it before. It tells you that if you follow the process, you too can get the promised result.
  5. Russel stresses the words “For Free” twice. This is proven to increase on-page conversions. However, some people worry that it will attract a certain sort of individual that is interested in “For Free” but may not be as interested when it comes to a “For Fee” offer.
  6. The additional bonus here is smart. Getting an opt-in for a challenge, webinar or launch is only the starting point on the path to a sale. Once you have their email address, you have to work as hard if not harder, to get them to show up for the deliverable. Russel seeds this early in play.
    Not one but two “free listing building software products” from the founder of the No.1 lead generation and sales software company in the world is a big incentive. But to get it you have to show up.
  7. The Call To Action (CTA) is strong and clear. The green is not a Clickfunnels brand color. You will also notice that it is a different green than is used in the logo and the countdown timer. The goal is to ensure that the CTA is unique and stands out on the page. Psychologically while green is associated with “GO” neon green is also associated with vitality and excitement.
  8. Subline on CTA. You will also notice the subline on the CTA. In this, Russel tells people that they need to enter their email. Some people are not eager to give up their email. So he links the giving of the email to the benefit being offered. This will reduce sign-up friction and is designed to ensure minimum drop-off from stage one of the opt-in to stage 2 of the opt-in, which is submitting your details.

U – Uplevel Ads

I promise this isn’t going to turn into a Russel Brunson super fan newsletter!

Now that you have seen the opt-in page, you might as well look at one of the Facebook Ads Russel uses to drive traffic to his 5 Day Lead Challenge.

This is what I classify as a medium-form ad. Russel and his team are fantastic storytellers and copywriters, so most of his ads are long-form, but this one gets down to business quickly.

Some key takeaways:

HEADLINE: 

What would you do with an extra 10, 100 or 1,000 New Leads Per Day? I love this. He has made something that is unquantifiable specific. A wide range of people will join the challenge. They will have varying goals and dreams. They will also have varying limiting beliefs. 

I usually am not a fan of casting a wide net. Specificity for the WIN! But I think this headline does a great job of appealing to a broad audience in a specific manner.

DESCRIPTION:  

 

Don’t be lazy. If you use the description section, don’t just repeat the headline. It looks silly. 

As the description only shows in a couple of ad formats, I have stoped using it. Sometimes I like to throw in an Easter egg but that is how I look on it.

CREATIVE: 

Russell and his team crank out creatives like there is no tomorrow. It is not unusual to see 10-20 creative variations for a single ad.

They do a great job of creating curiosity in this image. “What’s under the post-it notes?” “What’s the magnet that is attracting all the leads?” 

I also think the handwritten flip chart brings an element of authenticity and personal touch to the ad.

Talking about personal, I’ve found that creatives with the key person or entrepreneur, can outperform stock or non-human images. When launching ad campaigns for course creators and membership site owners, I always include at least one image or video of the key person.

BODY: 

A solid hook. Who doesn’t want an “endless stream of hot leads for your business”?

It could be argued that this isn’t the most imaginative hook and it certainly isn’t unique. For Russel, this is ok because he has the name and brand to carry it. For us mere mortals we may have to try a little harder.

The hook leads you into the headline from the opt-in page. When starting a lead generation campaign this is always one of the first ads I draft. The ad stats will give you immediate feedback on the effectiveness of the core promise, headline, and body copy. You can then use your ad data to optimize your opt-in.

Notice that Russel doesn’t simply list what he will talk about each day. Words like “Unlimited Leads” & “Creating Your Onepager” build curiosity and intrigue.

It is always a good idea to include links to your opt-in page in the body of your ad copy. This increases your Outbound Click-Through Rate (CTR). That’s the second critical success metric of any campaign.

All Caps is a good way of drawing attention to elements in an otherwise very plain section. Use it sparingly, however, as neither Facebook nor their users like you shouting all the time!

BONUS TIP: 

If you do want to add additional formatting like bold, italics, strikethrough etc. to your body copy, check out this website: https://yaytext.com/

Again, use sparingly and be aware that your formatting might not always show up.

N – Now Launching

Our friend Ryan Levesque and the Ask Method Company are in the middle of their primary Ask Method Launch. This launch leads to the promotion of their signature Ask Method Coaching Program.

At its core, this is a very simple opt-in format with a couple of very cool twists.

Headline, Subhead, Video/Image, Body Copy (+3-5 bullet points), CTA & Opt-in Form. Everything I teach people to do.

As the Quiz Funnel guy, you would expect Ryan to have segmentation options up front. The twist here is that you can see the segmentation upfront before clicking the opt-in button. 

It is interesting that he has stepped up from 4 buckets to 5 over the past year or two. If you have been following Ryan you will spot that “Local Small Business” is a new target for him. 

For those of us who have offline businesses too, this is something to pay attention to.

However, the most interesting element is the fact that there is a $100 fee associated with the Workshop, but they give you a discount code on the page.

I think this is genius. This allows Ryan to place a value on the training but not limit opt-ins and thus the total addressable market for his launch.

This strategy has been around for a long time in the direct marketing space, but this is the first time I have seen a big-name launcher take this approach.

Paid workshops, challenges, and launches are definitely on the rise. The strategy is easier for smaller operators to adopt, but when the revenue goal for your launch is $5m+, the thought of charging people admission is daunting. This hybrid model could be a great idea for your next launch.

C – Creator Central

If you have been paying attention, the last couple of weeks has been a variable blood bath for both Crypto and Web3. 

No one ever said the road would be smooth. Look at the adoption of any new technology, whether the railroads or the internet, and you will see similar bumps and hollows. 

A couple of bad months doesn’t change the fact that Web3 is here and it’s here to stay. 

The question then becomes, what impact will it have on us the course creators and membership site owners? 

I for one am no fan of badly drawn Apes, Punks, or Crypto Kitties. But, I believe NFTs hold the future for how creators will monetize their knowledge and experience. Specifically through utility NFTs. 

Utility NFTs can provide your members with access to content and events, and they can also provide big benefits to the holders.

Whatever the financial and regulatory treatment I see them as enabling your audience to invest in you and not just gain benefit in consuming your content but getting real-life returns and the potential for upside growth on their investment.

Keep an eye on this space. Like many things, it will happen “gradually then suddenly”. The people who are prepared and ready to move at the right time will have a massive opportunity.

Starbucks have already jumped on board and launched an NFT with unique experience and benefits. 

You can read all about it here: 

Hat tip to corporate marketing bullshit right here:

“extend its brand’s concept of the “third place” — meaning a place between home and work where people can feel a sense of belonging over coffee.”

I lie awake all night, every night, yearning for a sense of belonging over my coffee!

H – Hot Take

“You cannot get through a single day without having an impact on the world around you. What you do makes a difference, and you have to decide what kind of difference you want to make.”

Jane Goodall

As course creators and membership site owners I believe you make a bigger difference than you will ever know. 

Your course or membership isn’t just a pile of content. 

It’s a safe place for people to feel at home, to feel seen, respected, connected, belonging and part of something bigger. 

In an ever more divided world your vision and goals for your business will have an impact far beyond your Profit & Loss statement.

What you do matters. Keep going. The world needs you.

Micheal   

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 post Launch Newsletter #220616 appeared first on Mícheál O'Neill.

]]> Starbucks jumped on board and launched an NFT with unique experience and benefits https://michealoneill.com/starbucks-jumped-on-board-and-launched-an-nft-with-unique-experience-and-benefits/ Thu, 16 Jun 2022 11:44:22 +0000 https://michealoneill.com/?p=7130 Utility NFTs can provide your members with access to content and events, and they can also provide big benefits to the holders.

The post Starbucks jumped on board and launched an NFT with unique experience and benefits appeared first on Mícheál O'Neill.

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Starbucks jumped on board and launched an NFT with unique experience and benefits

If you have been paying attention, the last couple of weeks has been a variable blood bath for both Crypto and Web3. 

No one ever said the road would be smooth. Look at the adoption of any new technology, whether the railroads or the internet, and you will see similar bumps and hollows. 

A couple of bad months doesn’t change the fact that Web3 is here and it’s here to stay. 

The question then becomes, what impact will it have on us the course creators and membership site owners? 

I for one am no fan of badly drawn Apes, Punks, or Crypto Kitties. But, I believe NFTs hold the future for how creators will monetize their knowledge and experience. Specifically through utility NFTs. 

Utility NFTs can provide your members with access to content and events, and they can also provide big benefits to the holders.

Whatever the financial and regulatory treatment I see them as enabling your audience to invest in you and not just gain benefit in consuming your content but getting real-life returns and the potential for upside growth on their investment.

Keep an eye on this space. Like many things, it will happen “gradually then suddenly”. The people who are prepared and ready to move at the right time will have a massive opportunity.

Starbucks have already jumped on board and launched an NFT with unique experience and benefits. 

You can read all about it here: 

Hat tip to corporate marketing bullshit right here:

“extend its brand’s concept of the “third place” — meaning a place between home and work where people can feel a sense of belonging over coffee.”

I lie awake all night, every night, yearning for a sense of belonging over my coffee!

 

The post Starbucks jumped on board and launched an NFT with unique experience and benefits appeared first on Mícheál O'Neill.

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