Launch Newsletter Issue #00076
Hey, hey, it’s L.A.U.N.C.H., we turn online business growth into an easy-to-follow recipe.
Here's what we have for you today
If this was shared with you, register here to receive your weekly edition of the L.A.U.N.C.H. Newsletter, so you can discover the secrets to profitable Facebook ad campaigns and online launches.
And, if you think L.A.U.N.C.H. is awesome, why not spread the love. Share it with your online business owner friends.
For daily strategies showing you how to run profitable Facebook ad and launch campaigns connect with Mícheál:
L – Leads
Specificity – The key to online business success
Nathania Stambouli has taken the yoga world by storm with her Yogi Flight School.
Yogi Flight School is a perfect example of solving a very specific top-of-mind issue.
Nathania teaches people how to do arm balances and inversions.
Will a beginner yogi be interested in this? No.
Will every experienced yogi be interested in this? No.
But, for a specific type of yogi, arm balances and inversions are their #1 pain point and dream.
Yogi Flight School is exactly what they have been looking for.
Because Nathania solves a very specific problem, she can use incredibly specific language that instantly resonates with, attracts, and converts her perfect-fit clients.
The biggest trap online business owners fall into is being too broad, generic, and general.
Often, we are afraid to niche down and get specific because we’ll lose customers.
When in reality, the direct opposite is true.
Solving a high-value, high-pain, specific issue is the key to online business success.
A lot of Nathania’s success comes down to the specificity of her front-end messaging.
Now, don’t think she only teaches Arm Balances and Inversion.
Once she has you in her world, she goes way broader, even beyond yoga teaching.
But she keeps her front-end messaging to make sure she attracts her perfect-fit client.
A couple of weeks back, Nathania ran her big annual launch.
Let’s take a look at her launch funnel.
Here’s her free bootcamp opt-in page.
Nathania sticks to the script with a textbook above the fold opt-in page.
- Pre-head – (always get FREE in there)
- FREE TRAINING WEEK!
- Headline – {primary promise} without {misconception} or {frustration}
- Nail your arm balances & inversion without more strength or years of face-planing!
- Sub Headline – (evidence to back up headline claim)
- Discover the crucial principles that you don’t learn in yoga class….
- Image (transformation focus)
- Demonstrate the transformation of your primary promise
- CTA
- SIGN ME UP FOR THE TRAINING
Observations and tests I’d run:
- At first glance, it looks like there are 3 headlines of equal importance. I would test moving FREE TRAINING WEEK into the logo position and reducing the font size of Yoga Ninja Bootcamp.
- Saying there is a replay may increase registration but decrease live show-up rates. If it is a live class you want people to attend, don’t include this on the opt-in page. If your audience is global, then there is an argument for replays.
- I love the post CTA copy. It serves as body copy but reduces clutter before the CTA.
- I’d test adding transformation to the CTA – Yes, teach me to FLY today…
Opt-in Page Swipe Files:
A – A.I. Growth Prompts
Know your Perfect-Fit Client better than you know yourself
Getting specific on your front-end messaging requires intimate knowledge of your Perfect-Fit Client.
Specific messaging is only beneficial when it hits your target client right in the feels.
Let’s see how ChatGPT can help you dial in your messaging.
The next few weeks will build on each other, so make sure you bookmark the chat in ChatGPT and create a working document to save the output.
Perfect Fit Client Avatar Deep Dive
I want you to act as an expert Market Researcher and client profiler.
Your job is to draft up to 3 detailed avatar descriptions for my Perfect-Fit Client (PFC).
My business helps {avatar niche/industry (e.g. online business owners)}
The number one pain point my PFC experiences is {primary problem}
I help my clients achieve {primary outcome} without {primary frustration / negative outcome}
Please draft a detailed description of up to 3 primary avatars for my business.
In your avatar description, please outline what is at stake for my PFC if they don’t solve this problem.
Please also describe will my PFC’s life will look like when they solve their primary problem.
U – Uplevel Ads
Testing killer Meta ad hook variations
Great opening hook from Nathania; it’s short, clear, and concise.
“Imagine standing on your hands, elbows, and head with confidence.”
If you’ve been working on your arm balances and inversion practice…
…or if you’re a yogi who has stared in awe at the cool kids in the yoga class standing on their hands, elbows, and heads, this hook is going to grab your attention.
Effective copy is never about the volume of words. It’s about using the fewest “right” words.
But the only way to find the right words is to test.
I selected just a few of the opening hooks Nathania used in this campaign.
When testing, the changes from control don’t have to be massive.
The same theme with slightly different words can dramatically impact ad success.
Introducing concepts like “Yogi Flight Method” will increase curiosity and elevate the perceived value of your offer.
A unique mechanism underpins how you can help people get results where others fail.
Testing negative hooks is always a good idea.
People will do two times more work to avoid pain than gain pleasure.
I’m a positive guy, but the data tells me that negative hooks often get better results.
The resolution hook is always worth testing.
Right that’s it, this is the year for me, line drawn in the sand, I’m going to do it.
Observations and tests I’d run:
- When it comes to ads, volume wins, and Nathania went all out on this campaign. (I’ve only included a small sample of the ads for the workshop above) The more ads you test, the more likely you will have a winner.
- In the main ad I’d test moving the registration CTA from the 3rd line to below the 3 bullet points. “Secretly… your handstand and other shapes aren’t about strength…” is an interest builder. If this ad targeted cold audiences, the CTA might have been too early.
- The text in the ad looks blocky and dense. I’m a big fan of 1 / 2 line paragraphs and adding color to break the copy up. Long sentences are harder to read than short sentences.
Facebook Ad Swipe Files:
N – Now Launching
The free Chrome extension I can’t live without for high converting sales pages
Onto the sales page.
Straight up, the headline is hard to read.
You are better off with no hero image than one that interferes with your headline.
I’m going to give Nathania a break here.
I narrowed the window width to screen grab the page.
However, testing your hero in various dimensions is important.
Your hero may look perfect on your desktop, but on smaller-resolution desktops or mobiles, it may look completely different.
I use this Chrome extension nearly every day: https://www.webmobilefirst.com/.
It shows you what your landing page looks like in various formats.
iPhone 13 View
MacBook Air View
24 Inch iMac View
My approach is design for mobile, and make sure you have a CTA above the fold on all devices.
On a sales page the CTA in the hero should bring people to the offer stack near the bottom of your sales page.
This makes sure potential customers have a good grasp of the value before they see the price.
Observations and tests I’d run:
- This is a textbook sales page hero section. Specific tangible promise, linked to desirable transforamtion.
- Countdown timer for deadline urgency
- Social proof – 8,000 yogis fly upside down
- Unique method – (I’d prefer if this was named) to get primary desire with primary frustrations.
- Check out the mobile view section under the video. I love “Gravity Panic” if you can label a fear your perfect-fit client has in a cool way they are going to instantly believe you will be able to help them overcome their fear.
- Video with a crazy face still frame will trigger people to press play just to see what is going on.
- SWIPE FILE 0076 – Yogi Flight School Sales Page Mobile
- SWIPE FILE 0076 – Yogi Flight School Sales Page MacBook Air
- SWIPE FILE 0076 – Yogi Flight School Sales Page 24 Inch iMac
C – Conversion Optimization
3 ways to write high converting ads in your voice
The great Perry Marshall said:
“Marketing is merely sharing your unique perspective, expertise, and worldview in the marketplace.”
This gets lost in all the hype of hooks, frameworks, and hacks.
Here are 3 ways to make your voice shine through in your Facebook ads.
Ads that convert come from a place of authenticity & understanding your audience’s deepest desires. But how do you make your message stand out? Let’s dive into a simple yet powerful strategy that’ll turn your ads into lead-generating machines.
1 – Know your audience: Identify their pain points, dreams & goals. Talk to them, survey them, and get to know them on a deeper level. The more you understand, the easier it’ll be to create ads that resonate.
2 – Share your unique perspective: What makes your online course or membership unique? Share your story, insights, and experiences. Make your ads a genuine reflection of the transformation you help people achieve and how it will impact their lives for the better.
3 – Know the problem you solve: Be very clear about the specific problem you solve for people and how you get them a result. If you’re making broad generic promises you’ll never stand out. The more specific you are, the easier it is for people to say…YES
H – Hot Take
Please stop these people eating your dinner!
If I’ve said it once, I’ve said it a million times….
P.S. If you like this newsletter and want to support it, you can:
Forward this newsletter to a friend with an invitation to subscribe right here: https://michealoneill.com/launch
