Mini-Products

Supercharge Your List Building with Mini-Products

Supercharge Your List Building with Mini-Products

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If you have an online course or membership business, you need to grow your email list.

 

The quickest and easiest way to grow your email list is with Facebook ads.

 

But……Facebook ads cost money.

 

And it can be scary pumping cash into your ads and waiting until your next launch to figure out if you’ll get a return on your investment.

 

Enter the Front End Mini-Product.

 

The funnel looks like this:

 

If you are a long-time follower of L.A.U.N.C.H., you will know this is one of our favorite funnels.

 

In fact, helping people launch profitable Front End Mini-Products is a huge part of the work we do in our Ad Agency and the Lead2Launch Coaching program.

 

And, here is a beautifully simple example of a Front End Mini Product from Stu McLaren.

 

This is Stu’s primary evergreen lead gen funnel.

 

No hype, no crazy claims, just some A+, straight-talking, problem-solving, avatar-focused copy.

 

As I always say, the bigger you get, the less specific your primary promise needs to be.

 

But as big as Stu is, his ads will still end up in the feeds of people who have no clue who he is.

 

And, as these ads run all year round the opt-in and upsell must be converting.

 

In some ways, this goes against a lot of best practices.

 

It isn’t specific about the number of steps.

 

Apart from “profitable” it doesn’t have a specific defined primary promise, 

 

It isn’t wrapped in an attractive “container” (blueprint, step guide, cheatsheet).

 

It doesn’t give a timeline for implementation.

 

And it doesn’t explain how once you possess this knowledge, you will get the result you want easier and quicker than otherwise.

 

He does, however, use language that will instantly resonate with his audience:

  • Launch a successful and profitable membership site
  • build a successful membership around what you already know, love, and do.
  • reclaim your time and attract a community of paying members?

 

Sometimes, simple works. 

 

This is definitely an opt-in page template to stick up on your wall for your next funnel optimization session.

Opt-in Page Swipe Files:

 

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Funnel Optimization – 5 Steps to Reduce your CPL and CPA

Funnel Optimization – 5 Steps to Reduce your CPL and CPA

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Do you struggle to turn leads into sales?

Maybe you are struggling to attract leads, to begin with.

The key to success with Facebook Ads lies in Funnel Optimization.

Here are 5 simple steps to reduce your cost per lead and cost per acquisition

 

Step 1 – Identify your audience’s pain points and desires. You have to solve a #1 top-of-mind pain point. Perry Marshall calls this finding the “bleeding neck”. People will pay anything to solve a bleeding neck problem.

 

Step 2 – Create an offer that promises to solve their #1 pain point. Once you understand your audience’s #1 pain point, create an offer that guarantees to fix it for them and lead them to the ultimate goal they seek.

 

Step 3 – Optimize landing pages for conversions. Your headlines are key. Be specific, concise, and compelling. Call out a massive pain they want to avoid or a goal they want to achieve. The rest of your copy provides proof you can help them do it. 

 

Step 4 – Make it easy to take the next step. Your funnel should feel like a logical set of steps on your perfect-fit client’s journey to their ultimate goal. Every step should feel like the logical next step for them to take. Bring them on a journey to success.

 

Step 5 – The profit is in the follow-up. Email marketing is the key to profitable customer acquisition. Yes, I’m a Facebook ads guy, but most of my client’s profits are made through a carefully planned and optimized follow-up email sequence.

 

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Optimizing Your Book-a-Call Funnel for Conversions

Optimizing Your Book-a-Call Funnel for Conversions

The ad above leads people into a book-a-call funnel for Aleric’s YouTube Ads coaching program.

 

Let’s start off with the opt-in page.

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Simple single-screen structure with all info above the fold.

 

Headline, body copy, form, image, and CTA. AKA my favorite layout.

Remember, the goal is to get qualified people to book a call.

 

Including the phone number and industry will reduce the on-page conversion, but it will increase the quality of people entering the funnel.

 

I love the “Free Bonus Gift”. 

 

Remember, people don’t know they have entered a book-a-call funnel.

 

Aleric positions the call as the free bonus. This is a wonderful reframe, which will work a treat. 

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On the next page, Aleric tells you the Free Bonus is worth $850. 

 

He doesn’t disclose this on the landing page, as he doesn’t want people who are only interested in getting $850 of free stuff.

 

Remember, people don’t know that the free bonus is a strategy call yet.

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On the final step of the funnel Aleric tells you what your $850 free bonus is….

 

….A YouTube Ads Implementation Call with an Advisor.

 

At this stage, Aleric has 

From Step 1:

  • Name
  • Email
  • Mobile
  • Business type

 

From Step 2:

  • Current monthly revenue
  • Desired monthly revenue
  • Monthly ad spend

Even if people don’t book a call at this stage, they have more than enough info to follow up and make a compelling case for you to sign up for their coaching program.

 

Oh wait…… I have to dash…… my phone is ringing…. I wonder who it could be!

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Launch Newsletter Issue #00044

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

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

L – Latest News

Google is removing 4 attribution models for Google Ads and Analytics starting May 2023.

The change has garnered mixed reactions, but fear not – existing conversion actions will automatically convert to the data-driven attribution model. Read on for more details and get ready for some attribution modeling mayhem!

>>> Read more

Meta is set to release new generative AI ad creation options in the second half of this year

The system would allow advertisers to create entire campaigns with a few images and copy notes, leaving the heavy lifting to Meta’s AI systems. Read on to find out more about Meta’s latest AI developments.

>>> Read more

Apple may drop support for iPhone 8, 8 Plus, and iPhone X with the upcoming iOS 17 update

Despite user outrage, this decision is beneficial as these models have already received more than five years of support, which is longer than what competitors offer, and may not provide the optimal user experience.

>>> Read more

A – A.I. For Growth

The ultimate chatbot for WhatsApp

This bad boy has it all: AI assistance, image generation, and audio transcription. And guess what? No signup needed! So why wait? Start chatting now and level-up your life with Chat Bling!

>>> Read more

One-click access to a team of AI agents

Say goodbye to wasted time and hello to super-powered team members who can help you with anything from finding images to coding like a pro. Download now and unleash the power of AI!

>>> Read more

Sick of those clunky, bot-riddled meeting apps cramping your style?

With automatic transcription and summarization, Krisp will have you breezing through meetings like a boss. Plus, with free unlimited transcriptions, you’ll never have to worry about running out of storage space for all those memos. So why settle for less when you can Krisp it up? Get it now for free!

>>> Read more

U – Uplevel Ads 

Our Ad today is from a company that has shaped the world of digital marketing we see today.

Guess we should sit up and pay attention.

Introducing none other than Ryan Deiss and the team over at Digital Marketer.

What’s unusual about this ad is its simplicity.

No grandiose promises of endless profits or finding the answer to life, the universe, and everything (which we all know is 42).

The ad simply identifies a #1 pain point and promises to fix it with some very tangible outputs.

But don’t let the simplicity fool you. 

This is the starting point of an intelligent funnel! (more about that in the Now Launching section!)

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 3 Elements To Inspire Your Ad Campaigns:

  • If you have never run a marketing team, the opening hook may seem weak. But trust me as a marketing leader, this is one of your biggest headaches. What to measure, how to measure them, what info is useful, how to track them week by week, and how to design something that the team doesn’t spend half their work day measuring. Oh, and you can give it to us in a scorecard too. Well, that is just the icing on the cake. Remember the usefulness, relevance, and pain-solving potential of your Lead Magnet is far more important than any fancy copy you can write.
  • Bullet points help you say more with less. It would have taken hundreds of words to explain what they have packed into just 6 short bullet points. Again it’s the strength of the lead magnet that enables Digital Marketer to skip the explanation about why marketing departments need a scorecard.
  • As this is a practical tool, Digital Marketer produced a 1-minute walkthrough video for the ad. Sure, someone could recreate the tool based on the video walkthrough, but why bother. You can get it for free on the next page. For some lead magnets, a visual demo can be your best sales tool. Even if you have an information-based lead magnet, you could do a screencast with a video overlay and bring people through the key sections.

But the real genius of this funnel is in the next section.

Swipe:

 

N – Now Launching

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Very simple above-the-fold opt-in page. You can see that most of the copy from the ad is featured on the opt-in page.

Honestly, this is a little lazy. But hey, when you are Digital Marketer you can get away with things like this.

The video used in the ad is also used on the opt-in page.

It may be that the Facebook ad above is retargeting visitors to this page: https://www.digitalmarketer.com/blog/10-metrics-every-marketing-leader-should-be-tracking/

…or other similar pages and blog categories. 

Ok, so what’s so intelligent about this funnel.

Well, that isn’t revealed until we click on the “Build Your Scorecard (free) >>” button.

That’s when you are presented with some segmentation questions.

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Depending on which option you select you are redirected to a different thank you page.

  • One option goes to an Agency Accelerator program.
  • Two options go to a “Book a Call” page
  • One option goes to an upsell for an online course 

You can view each thank you page in the swipe files below.

If you have multiple offers at varying price points or you want to run a “Book a Call” funnel but only want to speak to the people who are suitable for your offer this is a great format to let people self-select the option that is best for them, and you.

C – Conversion Psychology 

Want to level up your Facebook Ad game? This one metric will dictate the success or failure of your campaigns. Let’s talk Outbound Click-Through Rate (OCTR). If you want to attract more leads or sell more digital products listen up… Let’s dive in…

OCTR measures the % of people who clicked a link in your ad that led them away from Facebook. Unlike CTR, which considers all clicks, OCTR zeroes in on outbound clicks. It’s crucial for gauging how well your ads drive traffic to your landing pages and offers. 🎯

A high OCTR means your ad is not only grabbing attention, but also driving action. If your OCTR is low, your ad copy or creative is not doing it’s job, or you’re targeting the wrong audienc. Time to optimize and boost that OCTR! 🛠️

Practical tips to increase OCTR:

  1. Clear & enticing CTA: Make it obvious what you want users to do (sign up, register, buy now). 📣
  2. What’s in it for them: Highlight what your audience gains by clicking through.💡
  3. Trigger emotions: Speak to your audience’s dreams and fears. Get them invested 💥

More tips for better OCTR:

  1. Experiment: A/B test headlines, ad copy, visuals, and CTAs to find what works best. 🧪
  2. Audience targeting: Refine your target audience for better ad relevance. 🎯
  3. Ad fatigue: Keep your ads fresh and update them regularly to maintain interest. 🔄

RECAP: Outbound Click-Through Rate is key for understanding how well your Facebook ads drive users to your offers. Increase OCTR by optimizing CTAs, showcasing value, targeting the right audience, and continuously experimenting. Apply these tips for better ad performance! 🚀

 

H – Hot Take

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I’ve said it before, and I’ll say it again. 

Just do you…

What anyone else thinks of you (if they think about you at all) is none of your business.

 

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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Conversion Optimization: Free Training Opt-in Page Strategy

Conversion Optimization: Free Training Opt-in Page Strategy

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

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

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

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

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

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Funnel Optimization: Strategies from an Evergreen Webinar Funnel

Funnel Optimization: Strategies from an Evergreen Webinar Funnel

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A little bit more “happening” on this opt-in page compared to the last few we have reviewed. 

For the 3rd week in a row (and not by design) we are reviewing an evergreen webinar opt-in page

Now remember a good opt-in page is a good opt-in page whether you are getting people to sign up for a webinar, launch workshop, lead magnet or newsletter. The language may differ but the conversion principles remain the same.

Inspiration for your landing page:

  • Let’s zoom out for a second. If you have a digital product or program (or are thinking about launching one) you know how important your sales page is. With this webinar James is solving a top 1% problem for online business owners. This is an incredibly smart play. Oftentimes the success of your funnel will be dictated before you ever draft a line of copy for your opt-in page or ads. Choose wisely. What’s a top 1% problem for your audience?
  • A personal photo. Eyes connecting with the audience and smiling. This is my go to starting image for an opt-in page. Also notice how James finger leads your eyes directly to the “Register Now” button.
  • We are hit straight away with “>>>>> FREE TRAINING!<<<<<”. Now some people argue that “Free” attracts a certain kind of person but the conversion stats don’t lie. Including free in both Facebook ads and landing pages can increase your conversions. As with everything testing is important but I like to start with free and then test it’s absence rather than the other way around. 
  • This is a strong headline “5 Sales Page Hacks” – We have specificity in the 3,5,7,9 series which you know I’m a fan of. Everyone wants a short cut, they want a guarantee that all their dreams will come true, immediately, without doing any work. “Hacks” promise all this in one word. Again there is a certain type of person to whom hacks will appeal. But it is the vast majority of people.
  • The sub head paints the desired future outcome – “get your digital program or product into the hands of thousands” – “high-converting sales page”
  • “You’re About to Discover” What you will discover is much more powerful than “What you will learn”. It makes it sound exciting and an adventure. It is also future paces you past registering. It is a soft form of an embedded command.
  • How my client Erika made an extra $30,000 simply by adding this one element to her sales page is the strongest line on the page. You need to hunt for results like this in your business to use them for this very purpose. This one line could sell the webinar in it’s own right. 
  • This is an evergreen webinar so there is no time deadline. The next best psychological trigger to a deadline is scarcity. As this is evergreen, using “limited seats” is questionable, however, I am sure there is a cap on the maximum number of concurrent users on the system.  

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Webinar Registration Page Optimization for Maximum Impact

Webinar Registration Page Optimization for Maximum Impact

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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.

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