Crafting a Successful Pre-Launch Facebook Ad Strategy

Crafting a Successful Pre-Launch Facebook Ad Strategy

Crafting a Successful Pre-Launch Facebook Ad Strategy

Discover the key elements of a successful pre-launch Facebook ad strategy. Learn from a case study analyzing a high-converting Facebook ad for an online course pre-launch. Gain valuable insights to craft your own effective pre-launch ad campaigns.
Crafting a Successful Pre-Launch Facebook Ad Strategy

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Analyzing the Tactics Behind a Pre-Launch Workshop Ad

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.


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. 

Facebook Ads Swipe File


Crafting a Winning Pre-Launch Opt-In Page Strategy

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:


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.

Opt-in Page Swipe File