Tag: digital product sales

4 Framework Meta Ad Drafting AI Prompt For High Converting Ads

Launch Newsletter Issue #00066

Micheal O'Neill

Welcome to L.A.U.N.C.H., the Rosetta Stone of online business growth. We teach you the lingo so you can speak Conversion Rate Optimization like a natural.

 

Here’s what we’ve got for you today:

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L – Leads

4 weeks ago, we reviewed a Challenge Funnel from Marisa Murgatroyd.

 

You can check out that funnel review here:

 

It’s always interesting to see how people stack launches. 

 

The high-level overview of her Challenge Funnel was:

  • (Lead Magnet) 
    • The 20 Most Profitable Online Course Mega-Niches
  • (Challenge) 
    • Crack Your Course Idea

 

Now we have her Signature Product Funnel:

  • (Free Workshop) 
  • (Signature Program) 
    • Experience Product Masterclass – Skyrocket Your Income With A New Kind Of High-Impact Online Course
Free Workshop Opt-in Page Optimization

Do me a favor. I know you are busy, but take 10 minutes for a simple exercise.

 

Step 1 – Study Marisa’s Roadmap

  • Put yourself in the shoes of someone who wants to start an online business. What is keeping them awake at night? What is the first problem they face….
  • Problem 1 – What’s a good topic for my course? 
  • Solution 1 – The 20 Most Profitable Online Course Mega-Niches
  • Problem 2 – Ok I know my niche but how do I come up with my “Big Idea”
  • Solution 2 – Crack Your Course Idea Challenge
  • Problem 3 – How do I make sure my course is profitable
  • Solution 3 – Free Workshop – Ultra Profitable Course
  • Problem 4 – How do I scale my course?
  • Solution 4 – Experience Product Masterclass

 

Notice how each stage solves the #1 top-of-mind problem for someone at that level.

 

Then, the solution perfectly positions them to step to the next level.

 

Step 2 – Map Your Perfect-Fit Client’s Journey From Nubie to Master

 

  • Pick someone at the very start of their journey. What’s their #1 problem?
  • Once they have solved that problem, what’s the next challenge they will run into
  • What are all the stages and steps (problems they need to overcome) to get from where they are today to where they want to be? 

 

Step 3 – Map Your Value Ascension Roadmap

 

  • What can you offer (free and paid) at each level to help them solve the problem they face and prepare them to take their next steps?

 

This could be the most valuable 10 minutes you’ll ever spend in your business.

 

Opt-in Page Swipe File:

 

 

A – A.I. Growth Prompts

Prompt Objective:

 

You’ve delivered a powerful workshop. Your audience goes crazy, they love it.

 

And you think to yourself….. Wouldn’t this make an awesome mini-product.

 

But what lead magnet could I use to promote my mini-product?

 

Well, fear not. We have the perfect prompt for you.

 

Prompt Outline:

 

Step 1 – Download the transcript of your workshop

 

There are plenty of ways you can do this, but the easiest is to upload the video to YouTube as a Private, Unlisted video.

 

Then go to your video:

  • Click the 3 buttons on the right side below your video > Show Transcript
  • Underneath the video above the description, click Show Transcript again
  • In the panel to the right of the video where the transcript displays, click the three dots and toggle time stamps
  • Copy the text of the transcript and past it into a Word or Notepad document and save the file.

 

Step 2 – Upload to ChatGPT

 

For this step you will require a premium subscription to ChatGPT.

 

Select ChatGPT 4 > Advanced Data Analysis.

 

In the message dialogue box, hit the plus sign and upload the transcript file.

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Step 3 – The Prompts

 

Prompt 1:

 

(Upload transcript file)

Please confirm that you can read and understand the uploaded file from start to finish.

 

Prompt 2:

 

Thank you.

 

I want you to act as a master online business growth specialist and copywriting expert.

 

The attached file is a transcript from a video. This video will form a mini-product that we will sell for {price}.

 

The mini-product will be sold directly after people opt in for a lead magnet.

 

Based on the content of the video, we want you to design a lead magnet that will:

  • Be highly attractive to our audience
  • Will help our audience solve one major problem that is keeping them awake at night
  • Will get our audience to take one immediate step to solving their problem
  • Will position our audience so that they are ready to buy the mini-product

 

A good lead magnet has the following characteristics.

  • Solves one major pain point
  • Deals with one specific topic only
  • Provides practical, actionable steps for people to solve their problem
  • Promises a framework, process, cheat sheet, or step-plan people can follow
  • Guarantees a highly desirable outcome in the shortest time frame possible, with the least amount of work required
  • Makes achieving the outcome feel easy
  • Can be consumed and implemented within 15 minutes of downloading

 

The mini-product should feel like the logical next step someone will take once they opt-in for the lead magnet.

 

The mini-product can solve the next problem our audience faces or help them solve the same problem as the lead magnet but quicker, easier and with less effort.

 

Please suggest five outlines for potential lead magnets based on the above criteria. 

 

Prompt 3:

 

Thank you.

 

Please give a detailed content outline for each of the 5 Lead Magnet ideas provided based on the criteria.

 

Please include headings and a synopsis of each section of the lead magnet.

 

Please draft it in human language that will avoid all AI detection software.

 

Please draft it in a friendly and relaxed voice matching the style of the transcript provided.

 

The copy drafted should be at a 6th-grade or below level.

 

It is essential that the lead magnet positions our audience to purchase the lead magnet.

 

Please ensure that there is still a reason for someone to purchase the mini-product once they have downloaded the lead magnet.



Prompt 4

 

Thank you.

 

Taking lead magnet outline {number best LM outline} please draft a complete lead magnet that is ready for my audience to consume.

 

Please keep all the criteria given previously in mind.



Prompt 5+

 

Based on the outputs, you will need to ask ChatGPT to refine or redraft certain sections.

 

Here are some of my favourite requests:

  • Please expand section {x}
  • Please redraft section {x}
  • Please provide a detailed step guide for {x}
  • Please identify the primary issues people face when attempting {x}
  • Please create a practical and useful checklist
  • Please suggest visuals to accompany each section
  • Please convert this into a unique acronym based framework

U – Uplevel Ads 

ad to free workshop

Sometimes, it’s best just to give people all the information they need to decide up front.

 

There is an interesting touch here promoting two workshops per day over three days at different times.

 

This will maximise the number of people attending at least one of the sessions.

 

However, it may mean that fewer people will attend all three sessions.

 

I would love to see Marisa’s data on % of attendees who view all three sessions.

 

I love the simplicity of the ad format:

  • Hook (self-interest – your course sells)
  • Details (it’s convenient)
  • No. 1 reason you should attend
  • What you’ll learn
  • Why you should register now
  • CTA

 

Oh and just because you’ve delivered the workshops doesn’t mean you have to stop your ads.

 

The “Access All Areas” pass is a great reason to run ads to your opt-in up to the last day or two of your launch.

ad to free workshop

In fact often, these ads will perform better because of a sense of immediate gratification.

 

Facebook Ad Swipe Files:

 

N – Now Launching

offer page

I hate the word “Skyrocket”. It’s meaningless waffle. 

 

It doesn’t give your audience any indication of the measure of the transformation possible.

 

Overall I am not a fan of the headline. 

 

It lacks any form of specificity or transformation. 

 

But weak headlines will be overcome when you have a large, loyal, well-primed and positioned audience.

 

I do love Marisa’s support and FAQ section at the very top of the page.

 

It’s clear one of the key questions they get is….”What is an Experience Product?”

 

As “experience product” is vague it makes sense to answer the question right away rather than leave it as an unanswered objection in the mind of your audience.

 

Offer Page Swipe Files:

 

C – Conversion Optimization

C – Conversion Optimization 

Want to increase sales of your online course or membership? 

 

The biggest challenge facing online business owners is converting leads into sales. 

 

Here are 4 strategies to increase your sales conversion rate. 

 

Are you tired of not hitting your targets despite having a great digital product? The problem may not be the product itself but rather how you’re presenting it. In this thread, I’ll show you how to use social proof to convince people to buy from you.



1️. Use testimonials and reviews from satisfied customers. Showcase them on the sales page, email sequences, and social media. Prospective customers are more likely to trust you if they see others have achieved the results you promise.

 

2️. Display images of positive comments on social. When people see not just the words people use but the images of where they have posted, the impact is even stronger. Make sure to include screenshots of positive comments from social media.

 

3️. Feature media outlets that you have appeared on. People are more likely to trust you if they see reputable sources have featured your message. Display the logos of media outlets or link to articles in which you’ve been featured.

 

4️. Use case studies that show how your product has helped others. People are more likely to buy when they see how your product can solve their problem. Make sure to use real-life examples with quantifiable results.

 

By using these social proof strategies, you can increase your sales and profits from your digital products. But don’t take my word for it. Try them out and see the results for yourself!

H – Hot Take

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Simplicity….the key…

 

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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4 Strategies to Increase Sales of Your Online Course

Micheal O'Neill
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4 Strategies to Increase Sales of Your Online Course

Want to increase sales of your online course or membership? 

The biggest challenge facing online business owners is converting leads into sales. 

Here are 4 strategies to increase your sales conversion rate. 

Are you tired of not hitting your targets despite having a great digital product? The problem may not be the product itself but rather how you’re presenting it. In this thread, I’ll show you how to use social proof to convince people to buy from you.

1️. Use testimonials and reviews from satisfied customers. Showcase them on the sales page, email sequences, and social media. Prospective customers are more likely to trust you if they see others have achieved the results you promise.

2️. Display images of positive comments on social. When people see not just the words people use but the images of where they have posted, the impact is even stronger. Make sure to include screenshots of positive comments from social media.

3️. Feature media outlets that you have appeared on. People are more likely to trust you if they see reputable sources have featured your message. Display the logos of media outlets or link to articles in which you’ve been featured.

4️. Use case studies that show how your product has helped others. People are more likely to buy when they see how your product can solve their problem. Make sure to use real-life examples with quantifiable results.

By using these social proof strategies, you can increase your sales and profits from your digital products. But don’t take my word for it. Try them out and see the results for yourself!

Optimal CPA Strategies for Course Creators

Optimal CPA Strategies for Course Creators

Micheal O'Neill

Optimal CPA Strategies for Course Creators

Optimal CPA Strategies for Course Creators

Profitable front-end Facebook Ad campaigns may be killing your business. 

 

If you sell digital products and you only focus on front-end profitability you may be destroying  your long-term growth.

 

So the question becomes, how do I pick the best Cost Per Acquisition for me?

 

Let’s dive in:

 

Course creators & membership site owners, are you ready to discover a formula to calculate the optimal Cost per Acquisition (CPA)? It’s not just about front-end profitability but also considering long-term gains. 

 

The Optimal CPA Formula:

 

Optimal CPA = (Customer Lifetime Value – Desired Profit) * Conversion Rate

 

By taking into account Customer Lifetime Value (LTV) and desired profit, you’ll find the perfect balance between initial acquisition costs and long-term revenue. 

 

Example:

 

LTV: $2,000

Desired Profit: $1,000

Conversion Rate: 5%

Optimal CPA = (2,000 – 1,000) * 0.05

Optimal CPA = 1,000 * 0.05

Optimal CPA = $50

 

In this example, the optimal CPA is $50, meaning you can spend up to $50 to acquire customers while still maintaining your desired profit. 

 

This approach helps you look beyond front-end profitability and consider the entire customer journey. By focusing on long-term revenue, you’ll be able to scale your campaigns more effectively and outpace competitors who only focus on immediate gains. 

 

RECAP: Calculating the optimal CPA helps you strike the perfect balance between acquisition costs and long-term profitability. Use the Optimal CPA Formula to make informed decisions about your ad spend and boost your digital product sales. 

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Launch Newsletter Issue #00048

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

Instagram’s changing things up and rebranding Branded Content Ads to Partnership Ads!

This means more opportunities for brands and creators to partner up and create killer content together. So, if you want to up your ad game and get those click-through rates soaring, read on! Don’t be left in the dust, join the partnership ad party!

>>> Read more

Instagram and Facebook are taking it to the next level with Reels!

They’re bringing AR Ads to Reels and Facebook Stories, making it easier for advertisers to reach their audiences with augmented reality and create unforgettable experiences! Don’t miss out on all the Reels action, read on and get ready to create some killer content!

>>> Read more

LinkedIn is at it again!

This time, they’re experimenting with generative AI prompts for posts. That means you could get AI-generated suggestions for a first draft of your next LinkedIn post.

>>> Read more

A – A.I. For Growth

A.I. Prompt of the Week

Prompt Objective: 

 

Prompt Outline:

 

I want you to act as an expert market researcher and audience profiler. 

 

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

 

My avatar is {….}

 

Please identify the 5 major pain points and frustrations experienced by my avatar.

 

For each pain point or frustration please elaborate what is keeping them stuck or preventing them from taking action.

 

Please also provide an overview of what they think the ideal solution is.

 

Prompt Use Case

  • Avatar research
  • Content creation
  • Post opt-in email sequence creation
  • Offer page copy creation
  • Pre-launch workshop content identification
  • Course and membership content creation

Latest A.I. Tools

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Your very own tailored CRM will be ready for action. Say goodbye to the headache of implementation and hello to saving time and money.

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U – Uplevel Ads 

One size does not fit all. 

 

Proof that there is more than one way to skin a cat this week with an interesting approach from Mastin Kipp.

 

Mastin is a well-known personal development coach. He has a range of online courses, live events, and retreats.

 

I spotted he is running a 10-day challenge from May 17th – 25th. 

 

I decided to investigate! 

 

Mastin has a large Instagram following of 280k people. 

 

But, I knew from an earlier funnel deep dive that Facebook Ads weren’t his #1 way of promoting his business.

 

Here’s what I found:

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This is clearly an organic Instagram post being run as an ad. Because there is no call to action button, it is likely a boosted post. I strongly advise against this method, but that’s a topic for another day. We can tell the ad is being run solely on Instagram as it doesn’t have a link in the copy, and it directs people to Click the link in the bio for further information.

 

3 Elements To Inspire Your Ad Campaigns:

  • If you spend time and money creating content, why not put some ad spend behind it? One simple strategy is to take your 3 best-performing organic posts every week and put $10 – $20 behind them. It will grow your audience, following, and reach. Social may be free, but creating content isn’t. So if you calculate the cost of creating posts spending an additional $60 per week to get the most return from them just makes sense.

 

  • Engagement can reduce your CPM significantly. If you have a lead generation or sales ad you know will perform well, run it with an engagement objective first to get likes and comments (bonus points if you can target your existing customers). Then, use the ad/post ID in a lead or purchase conversion ad.

 

  • Try different things. I don’t think this ad will directly result in many Challenge registrations. However, I think it will bring many new people into Mastin’s world. If Mastin has a deliberate strategy to convert people from Instagram followers to clients, this is a great strategy. I am a big fan of following best practices…. until I don’t. If you are experimenting, do it with a limited budget and never have a financial outcome dependent on an experiment.

 

Swipe:

 

N – Now Launching

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One of the biggest problems for people in the Personal Development space is making their promise concrete and specific. Healing your past, aligning with your purpose, and unlocking your potential is great, but I don’t really know what that means.

 

Further, there is no transformation anywhere in the above-the-fold section. This leaves it up to my audience to imagine what life will be like for them once they achieve all these things.

 

From a positioning and messaging perspective, this message will only resonate with solution or product-aware people. And that is fine if you have a big audience, but if you have a small audience, it’s possible you won’t have enough of those people to make it work.

 

Mastin is massively successful, and I know he will fill this challenge and get massive results for the people who attend. And I also feel for the people who don’t have Mastin’s audience and struggle to get the results they want.

 

If Mastin was here, he would argue that to be any more specific would devalue and dilute the magic of what he makes possible for people.

 

The takeaway for you if you are in the Personal Development space. How can you make your promises as concrete and specific as possible while holding true to your principles and mission?

 

Oh, and I love this section for the bottom of a free opt-in page where the “Buy Now” block would normally go on a sales page!

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Swipe:

C – Conversions 

Profitable front-end Facebook Ad campaigns may be killing your business. 

 

If you sell digital products and you only focus on front-end profitability you may be destroying  your long-term growth.

 

So the question becomes, how do I pick the best Cost Per Acquisition for me?

 

Let’s dive in:

 

Course creators & membership site owners, are you ready to discover a formula to calculate the optimal Cost per Acquisition (CPA)? It’s not just about front-end profitability but also considering long-term gains. 

 

The Optimal CPA Formula:

 

Optimal CPA = (Customer Lifetime Value – Desired Profit) * Conversion Rate

 

By taking into account Customer Lifetime Value (LTV) and desired profit, you’ll find the perfect balance between initial acquisition costs and long-term revenue. 

 

Example:

 

LTV: $2,000

Desired Profit: $1,000

Conversion Rate: 5%

Optimal CPA = (2,000 – 1,000) * 0.05

Optimal CPA = 1,000 * 0.05

Optimal CPA = $50

 

In this example, the optimal CPA is $50, meaning you can spend up to $50 to acquire customers while still maintaining your desired profit. 

 

This approach helps you look beyond front-end profitability and consider the entire customer journey. By focusing on long-term revenue, you’ll be able to scale your campaigns more effectively and outpace competitors who only focus on immediate gains. 

 

RECAP: Calculating the optimal CPA helps you strike the perfect balance between acquisition costs and long-term profitability. Use the Optimal CPA Formula to make informed decisions about your ad spend and boost your digital product sales. 

 

H – Hot Take

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It’s not a matter of if. It’s only a matter of when. As long as you don’t give up.

 

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 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

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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.

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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:

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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

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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

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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 

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Launch Newsletter Issue #00046

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

Twitter is requiring advertisers to pay for the privilege of spending money on their platform

The move is an attempt to “elevate the quality of content on Twitter and enhance your experience as a user and advertiser. Want to find out more? Read on, and pay up!

>>> Read more

BuzzFeed News shut down due to its “over-investment” into social media platforms

The instability of Twitter and a potential TikTok ban have made it less reliable for publishers, and the rise of short-form vertical videos has made external links back to publishers’ sites less amplified, leading to the decrease in site referrals from social media platforms.

>>> Read more

Google just made a huge announcement about ad account names!

So if you’re thinking of creating a new account or updating an old one, better think twice before breaking the new rules! Read on to find out more about why it’s important to follow these new naming conventions and avoid getting an ACTION_NOT_PERMITTED error.

>>> Read more

A – A.I. For Growth

No time to read? No problemo!

My Queue lets you save articles and listen to them while you’re out and about. And the best part? So say “goodbye” to screen time and “hello” to listening time.

>>> Read more

Tired of manually collecting data from the web?

WebscrapeAi to the rescue! Say goodbye to the drudgery of data scraping and hello to automated ease – no coding skills needed!

>>> Read more

Want to take your content game to the next level without the tedious manual work?

Get ready to unleash your creative beast and let Communion take you on a ride with their AI-powered creative command center. With 20+ templates, keyword search, and analytics, you can create, optimize and track your way to success.

>>> Read more

U – Uplevel Ads 

Who would have thought one of the worlds leading actors would dive head first into launching an online course.

Well, that’s exactly what Matthew “don’t half-ass it” McConaughey has just done.

And, boy, did he pull it off! 

Let’s take a look at the Facebook Ad for his pre-launch workshop.

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Honestly, if this ad wasn’t by Matthew McConaughey for an event co-hosted with Tony Robbins, Dean Graziosi, and Marie Forleo, I would bet good money the ad would have bombed. 

The primary promise is to turn red lights into green lights. Vague at best. 

“Creating a life that’s happier, more connected and more meaningful, and a whole lot more fun” yeah, it sounds good on paper, but we’ve heard this a million times before.

But let’s look for some positives….

  • Even though the open hook is bland, it will undoubtedly get people to nod and say yes in their head. 
  • “Imagine this: all of us comin’ together to revive…” I bet you read this in Matthew’s voice, didn’t you? While not groundbreaking, this is definitely in Matthew’s voice. It also sets up an “Us” against the world dynamic. At a time when people are experiencing more division and feelings of isolation, extending an invitation to join a movement is an attractive offer.
  • Honesty, even if counter to your argument, can trigger trust and compel people to take action. “And look, I don’t have all the answers” Extensive research on ads that pointed out the flaws of the product being sold shows they performed better than ads that only highlighted the positive attributes. 

Swipe:

N – Now Launching

The Art Of Livin’ was a pre-launch workshop for his course Roadtrip priced at $397.

Here’s the crazy thing. 2.4 million people registered for the event.

Now, I don’t have exact numbers for the launch revenue, but by piecing together some info, we can come up with some round figures.

50 meals were donated through Feeding America on behalf of everyone who purchased the course.

They reported that 1.2 million meals were donated.

If you run the numbers, this means that 240,000 people purchased the course.

So Mr. alright, alright, alright brought in $9.5 million in sales.

And, remember that isn’t including the VIP upgrades on the front end. 

Not bad for your first launch!

Let’s dive into the Art Of Livin’ opt-in page:

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The copy is irrelevant. The image does all the heavy lifting. Now we may not be able to pick up our phone and call Tony Robbins to get him to co-present on our pre-launch workshop. Still, the question you should be asking is:

  • Who could I work with that has an established audience, is complementary but not a direct competitor, and would instantly elevate my status? 

If you are not “A” level yet, that’s ok. Start building a network of people a couple steps ahead of you.

Swipe:

C – Conversion Psychology 

Want to crank up sales of your digital products with Facebook Ads?

The Cost Per Lead (CPL) Magic Quadrant is a game changer.

Without this analysis you’re wasting big time ad $$$$’s.

Let’s dive into this powerful tool to optimize ads, maximize ROI, and turn leads into sales.

The CPL Magic Quadrant is a 2×2 matrix that categorizes your ads based on their Cost Per Lead (CPL) and lead volume. By plotting your ads in this matrix, you’ll uncover unique insights into your campaign’s performance and identify growth opportunities.

Here’s how the quadrants break down:

Q1: High CPL & High Volume ➡ Popular but expensive ads. Time to optimize!

Q2: Low CPL & High Volume ➡ Top-performing ads! Keep up the great work!

Q3: High CPL & Low Volume ➡ Underperforming ads. Revamp or pause them.

Q4: Low CPL & Low Volume ➡ Hidden gems! Scale these ads for max ROI.

To leverage the CPL Magic Quadrant, start by collecting data on your ad performance (CPL & lead volume). Use this info to plot your ads and evaluate their position in the matrix. This visual aid will help you make data-driven decisions and optimize your campaigns!

With the CPL Magic Quadrant in your arsenal, you can:

  1. Identify ads that need optimization or pausing.
  2. Uncover hidden gems and scale them for maximum ROI.
  3. Allocate your ad budget more efficiently to boost overall performance.

RECAP: The CPL Magic Quadrant is a total game-changer for Facebook Ads! By sorting your ads based on CPL and lead volume, you’ll uncover valuable insights to optimize your campaigns like a pro. Give the CPL Magic Quadrant a try and get ready to see your sales skyrocket!

H – Hot Take

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Go take a walk. You’ll feel and think better.

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 

Sell More Digital Products: 5 Strategies for Course Creators

Digital Product Sales: 5 Strategies for Course Creators

Micheal O'Neill
Sell More Digital Products: 5 Strategies for Course Creators

Digital Product Sales: 5 Strategies for Course Creators

Hands up 🙌…if you want to sell more digital products.

Whether you want to reach more people… 

…or scale your sales from 6-7 figures… 

…use this principle to move people to action.

Here are 5 ways to trigger Commitment & Consistency.

  1. Use micro-commitments: People want to remain consistent with their previous decisions. Ask for small commitments before bigger commitments. This is why lead magnets and mini-front-end offers work. Even getting a “yes” when people read your copy is a win. 
  1. Use social proof: Use testimonials, case studies, and success stories to show how others have already committed to your course or membership. This can help to create a sense of validation and encourage others to do the same. Think of it as a domino effect.
  2. Use urgency and scarcity: Offer limited-time bonuses, early birds and limit the number of spots available. It’s all about creating a sense of exclusivity, FOMO and making people commit before they miss out.
  3. Use free trials or money-back guarantees: Nobody likes to take a big risk. A free trial or money-back guarantee reduces the perceived risk of committing to your course or membership and encourages people to give it a try.
  4. Use outcome statements: Communicate how your course or membership aligns with the personal values and goals of your audience. Show them how you will help them achieve their goals. This will make your offer feel consistent with their past decisions and actions.
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New A.I. Tools To Grow Your Online Business

Micheal O'Neill

New A.I. Tools To Grow Your Online Business

Get your course content written faster and more effectively with ChatSonic!

ChatSonic is the ultimate AI writing assistant for course creators. Forget manual writing; ChatSonic can create content that’s witty, irreverent and funny, all while producing high-quality content in no time. So why not trust the robotic writing masters and let ChatSonic do your writing for you? It’ll be a hoot – and you know it!

Make your courses unforgettable with VoiceQ’s AI-driven technology! 

VoiceQ is the perfect tool for course creators who want to make their content stand out from the crowd. With its easy to use AI-driven technology, VoiceQ can help you add a unique and humorous spin to your content that will delight learners and make your courses truly unforgettable.

The ultimate solution for busy course creators who want their content to soar to the top of search engine rankings 

Say goodbye to tedious keyword research and hello to Mai Tais on the beach while your optimized content brings in the millions. Why use Surfer SEO? Cause let’s be real, who wants to spend hours combing through keyword data when you could be sipping Mai Tais on a beach with a laptop, making millions with content that’s optimized to the max thanks to Surfer SEO.

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Launch Newsletter Issue #00035

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

Meta goes all in: Zuckerberg bets on AI and metaverse to reverse Q4 revenue slump

Zuckerberg is going all in on AI and the metaverse. Will the bet pay off or will he lose his shirt?

Google launched its AI chatbot tool “Bard” in an attempt to rival OpenAI’s ChatGPT

I would never bet against Google. Hell, they invested $300 million in OpenAI and OpenAI uses the language model Google developed to train ChatGTP. All the same…. They need a big play to keep up to speed with ChatGTP and Microsoft. Here’s what they are planning. 

Oh NO….Google AI chatbot Bard gets answer wrong in promo video… Not the start they were looking for…

Chat A.I. is not an all seeing Oracle. It’s a language model. It predicts the next string of words after being fed a previous string of words. It doesn’t know anything. But still Google should really have fact checked this promo video – Blushes all round…. and 9% wiped off its stock valuation.

Revitalizing social media with Artifact – A personalized newsfeed that revolutionizes discussions!

Like TikTok but for text. Not exactly the groundbreaking start up I would have expected from the founders of Instagram. And yet, here we are. Think of it like an algorithmic news feed. The longer you spend reading an article the more articles like that you are shown. There are some similar apps in Asia which have gone mainstream. It will be interesting to see how this plays out.

A – A.I. For Growth

Get your course content written faster and more effectively with ChatSonic!

ChatSonic is the ultimate AI writing assistant for course creators. Forget manual writing; ChatSonic can create content that’s witty, irreverent and funny, all while producing high-quality content in no time. So why not trust the robotic writing masters and let ChatSonic do your writing for you? It’ll be a hoot – and you know it!

Make your courses unforgettable with VoiceQ’s AI-driven technology! 

VoiceQ is the perfect tool for course creators who want to make their content stand out from the crowd. With its easy to use AI-driven technology, VoiceQ can help you add a unique and humorous spin to your content that will delight learners and make your courses truly unforgettable.

The ultimate solution for busy course creators who want their content to soar to the top of search engine rankings 

Say goodbye to tedious keyword research and hello to Mai Tais on the beach while your optimized content brings in the millions. Why use Surfer SEO? Cause let’s be real, who wants to spend hours combing through keyword data when you could be sipping Mai Tais on a beach with a laptop, making millions with content that’s optimized to the max thanks to Surfer SEO.

U – Uplevel Ads

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This week’s Facebook ad deep dive is for Stu McClaren’s Plan It Build It webinar funnel.

It’s great to see an evergreen webinar funnel in the wild. Unfortunately, this endangered species has almost been driven to extinction. Let’s hope Stu can bring it back from the brink.

Inspiration for your ads:

 

  • At just 73 words, this ad is short and to the point – Still classified as medium-form ad copy, but just about!
  • Shorter ads work better for people who are further along their problem-solution path. 
  • If you are retargeting, using Lookalike audiences, or have a very defined audience, medium-form ad copy converts well.
  • If you are targeting broader audiences who do not know you as well, you need more words to build trust, connect with their pain points and convince them that you can solve their problem.
  • Everyone likes to feel like they are in the “know”. The opening hook captures attention by creating curiosity.
  • “Psst… Let me let you in on a little secret.” This is a line you use as the opening hook for any ad.  
  • Again we can see the AIDA approach to ad writing in play.
  • “Big changes coming” triggers interest – what are the changes, and what will I miss out on if I don’t prepare for them.
  • This is followed by the Desire – “i’ll share what they are… tips to stay relevant and help people get better results.
  • Rounded out with the CTA – Save your seat.
  • It’s always a good idea to include a link to your landing page in the ad copy itself. In fact, we always aim for two links.

What we’d test:

  • There are lots of areas for testing with this ad.
  • The primary promise of the webinar could be stronger.
  • Our optimization process always starts with the primary promise or offer.
  • You can’t “out-market” a poor offer. Even if that offer is giving something away for free.
  • People don’t want to “stay relevant” They want to grow their business, they want to make more money, they want to have a greater impact.
  • People don’t want tips. They want proven strategies, processes, or case studies. Tell them what works and what doesn’t work. 
  • If you are not confident enough to be bold with your claims, work to build a book of evidence to build confidence in your process.
  • Stu has an endless number of case studies and debriefs. Introducing these as the foundation for the 5 key trends would lend specificity and weight to the core promise.
  • After registration Stu gives you a workbook. I would test introducing this in the ad. You may get a small percentage of people who sign up just for the workbook and don’t attend the webinar but at least you have their email address and you can follow up with them in the future.

Swipe:

N – Now Launching

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Hands up who loves a clean and simple webinar registration page. Here at Kelso Digital we are huge fans of clean. Stu sticks to the proven blueprint here:

Inspiration for your opt-in pages:

  • Stu follows our 5 Part Landing Page Formula – Headline, Sub/Pre Headline, Body Copy, Image & CTA
  • Selective use of bold draws readers’ eyes to certain points. When done correctly you should be able to scan the headings and bolded words and be compelled to register.
  • We like to keep bold sections to 3-4 words max. Remember their purpose is to help people quickly scan.
  • In text heavy pages like this I would also bold the following words – $100 billion – opportunity – selling and delivering digital products – incredible innovations – amazing results for you
  • By just scanning the headline and the words listed above, if you have a course or membership, you should be sold on attending.
  • Stu uses the trusty 3/5/7 in the heading. Specificity will drive conversions.

What we’d test:

  • I’m a huge fan of Stu’s and this isn’t his best funnel. 
  • The text on the page feels too blocky and hard to read.
  • Our 5 Part Landing Page Formula encourages people to use 1-2 lines of text and 3-4 bullet points to get your message across. Yes, you have to work harder to condense your message and keep its punch but you will be rewarded with higher conversion rates
  • The Register Now button is small and tucked away in a low eye traffic part of the page.
  • We would test flipping the image and the copy to opposite sides of the page
  • The blue button also blends in with the page. I would make this brighter so that it stands out more. Remember branding has nothing to do with on page conversions.

Swipe:

C – Conversion Psychology 

Unlock the Secret to Selling More Digital Products: 5 Proven Strategies that Trigger Commitment and Consistency

Hands up 🙌…if you want to sell more digital products.

Whether you want to reach more people… 

…or scale your sales from 6-7 figures… 

…use this principle to move people to action.

Here are 5 ways to trigger Commitment & Consistency.

  1. Use micro-commitments: People want to remain consistent with their previous decisions. Ask for small commitments before bigger commitments. This is why lead magnets and mini-front-end offers work. Even getting a “yes” when people read your copy is a win. 
  1. Use social proof: Use testimonials, case studies, and success stories to show how others have already committed to your course or membership. This can help to create a sense of validation and encourage others to do the same. Think of it as a domino effect.
  2. Use urgency and scarcity: Offer limited-time bonuses, early birds and limit the number of spots available. It’s all about creating a sense of exclusivity, FOMO and making people commit before they miss out.
  3. Use free trials or money-back guarantees: Nobody likes to take a big risk. A free trial or money-back guarantee reduces the perceived risk of committing to your course or membership and encourages people to give it a try.
  4. Use outcome statements: Communicate how your course or membership aligns with the personal values and goals of your audience. Show them how you will help them achieve their goals. This will make your offer feel consistent with their past decisions and actions.

H – Hot Take

You don’t always have to do it on “hard mode”. Every day ask yourself the question:

  • What would this look like if it was easy?
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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