4 Framework Meta Ad Drafting AI Prompt For High Converting Ads

Launch Newsletter Issue #00070

Welcome to LAUNCH; we’re like a slice of pizza – you can enjoy it any time of the day. Breakfast, lunch, dinner, midnight snack – doesn’t matter.

 

Here’s what we’ve got for you today:

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L – Leads

The goal is never to get the cheapest leads possible.

 

Your objective is to attract the people with the highest likelihood of purchasing your offer at the most financially beneficial rate possible.

 

$0.50 leads are great and all but if they don’t purchase you are throwing money away.

 

A $50 lead may make your eyes water but if they convert you would take them all day.

 

In funnel marketing we spend a lot of time focused on removing friction from our prospects.

 

In high ticket sales, especially if there is a need for a sales call we may want to add friction.

 

If you are going to invest time talking to someone you want to make sure they are qualified to purchase your high ticket offer.

 

Namely they have the financial means, will and motivation to take action and purchase.

 

Here’s a very simple high ticket, book a call funnel from Ruari Fairbairns and the team over at One Year No Beer.

quiz opt-in pages

They really followed the blueprint with this headline.

 

  1. Position the audience

 

Instantly you can tell whether or not this offer is for you. 

 

Are you an entrepreneur or high-achieving professional?

 

If yes, read on. If no, keep moving.

 

The qualification process has also begun. If you are an entrepreneur or high-achieving professional you will probably have the budget for the program. 

 

  1. Identify the primary pain point

 

Do you struggle with your drinking?

 

If yes, read on. If no, keep moving.

 

  1. Identify the dream outcome

 

Would you like to have effortless control over your drinking? 

 

If yes, read on. If no, keep moving.

 

  1. Timebound

 

You can have your result in just 8 weeks

 

  1. Without the primary frustrations

 

In a counterintuitive spin they declare – without giving up alcohol.

 

Well that will pique readers attention.

 

And then the elephant in the room – without willpower.



Here’s the formula……

 

How {position primary audience} go from {primary pain} to {dream outcome} in just {time frame} without {primary frustrations}

 

Let’s look how we can spin something up for your next opt-in or offer page in the A.I. Growth Prompt below.

 

Opt-in Page Swipe File


 

A – A.I. Growth Prompts

Prompt Objective:

 

Create a high converting opt-in page or sales page headline using a proven 

 

Prompt Outline

Prompt Part 1:

 

I want you to act as an expert direct-response copywriter.

 

I am going to ask you to draft a series of high-converting opt-in or sales page headlines using a proven template.

 

Your goal is to maximize the on-page conversion rate.

 

I will provide data for the primary pain, desired outcome, and frustrations, but I want you to make copy suggestions based on your research and knowledge of my primary audience.

 

Here is your initial data:

 

{primary audience}:

 

{primary pain}:


{dream outcome}:

 

{time frame}:

 

{primary frustrations}:

 

Here is the headline format I want you to use when drafting your copy:

How {position primary audience} go from {primary pain} to {dream outcome} in just {time frame} without {primary frustrations}


Here is a sample headline drafted in the desired format:
How entrepreneurs and high-achieving professionals go from struggling with their drinking to effortless control in just 8 weeks—without giving up alcohol or relying on willpower

 

Please give me 20 headline variations to start with.

 

←end prompt→

 

Prompt Part 2:

 

Please redraft these headlines to:


  • highlight massive frustrations
  • Highlight dream outcomes
  • make them more emotive
  • increase the conversion rate

 

Please draft options in the voice, tone and style of:

  • Gary Halbert
  • David Ogivly
  • Eugene Schwartz
  • Dan Kennedy
  • Todd Brown



Here is a sample prompt I entered into ChatGPT.

 

I want you to act as an expert direct-response copywriter.

 

I am going to ask you to draft a series of high-converting opt-in or sales page headlines using a proven template.

 

Your goal is to maximize the on-page conversion rate.

 

I will provide data for the primary pain, desired outcome, and frustrations, but I want you to make copy suggestions based on your research and knowledge of my primary audience.

 

Here is your initial data:

 

{primary audience}: Online course creators and membership site owners

 

{primary pain}: they want to run profitable Facebook ads, but they are overwhelmed by the challenges of getting started or getting their ads and funnel to convert 

 

{dream outcome}: running profitable, high-converting, easy-to-run Facebook ad campagins

 

{time frame}: 8 weeks

 

{primary frustrations}: wasting time, wasting money, ad account shutdowns, spending years learning Facebook ads, 

 

Here is the headline format I want you to use when drafting your copy:

How {position primary audience} go from {primary pain} to {dream outcome} in just {time frame} without {primary frustrations}

 

Here is a sample headline drafted in the desired format:

How entrepreneurs and high-achieving professionals go from struggling with their drinking to effortless control in just 8 weeks—without giving up alcohol or relying on willpower

 

Please give me 20 headline variations to start with.

 

U – Uplevel Ads 

Facebook Ad to Quiz Funnel

The AIDA copywriting technique is employed beautifully here.

 

ATTENTION

The language is a bit wooden for my liking. 

 

“Discover the path to regain your power over your drinking habits in 8 weeks”

 

Often simple copy will convert better.

 

“Discover the simple formula to control your drinking habits in 8 weeks”

 

In this case I think the second paragraph would serve as a better hook.

 

What if I told you could control your drinking habits WITHOUT saying goodbye to your beloved wine evenings forever?

 

INTEREST

Introducing stats, figures, studies or intriguing approaches will capture people’s interest.

 

Especially if it demonstrates how they can avoid their primary pain or achieve their desires.

 

We can also see the positioning kick into full force here with “we’ve assisted 100 ambitious business-owners, entrepreneurs”

 

This could be made even more appealing by including an odd number like 107 or 197.

 

The word over makes me question if they have indeed helped a hundred people or do they even know how many people they have helped.

 

DESIRE

The desired section will normally be the longest part of your ad.

 

Here you can introduce short client success stories or as the OYNB team did explain what these 100+ people experienced.

 

You want to position yourself as a guide but I never like seeing the word “guide” in ad copy.

 

From:

 

As an experienced guide who has empowered thousands of women worldwide

 

To:

 

I’ve helped hundreds of women all over the world shift their relationship with alcohol and I can assure you….

 

ACTION

I’ve found that including in copy links will increase your outbound CTR. Don’t leave it to the very end of the ad to include a link and don’t rely solely on the “Learn More” button.

 

Within the AIDA framework I like to include a link early in the copy after the Interest section or early in the Desire section.

 

Many experts argue that in the age of TikTok people don’t read copy and that short ads are the way to go.

 

I disagree, nearly all of my best performing ads for knowledge commerce are medium to long form.

 

However, if someone reads the first line of an ad and is ready to go, I want them to see a link and click it. 

 

 Facebook Ads Swipe Files

 

 

N – Now Launching

Book-a-Call Sales Page
Book-a-Call Sales Page

Making headline claims specific and tangible is one of the activities I spend a lot of time with my clients.

 

It’s a real struggle, especially with personal development offers to give people specific outcomes.

 

But it doesn’t mean you shouldn’t try.

 

I would love to see optimal health and peak performance defined.

 

The problem is OYNB can’t tell people they will double their profits or cut their marathon time by 35 minutes.

 

Sometimes this happens because people try to uplevel the problem they are solving and make  their deliverable broader.

 

It is easy to say – 

Quit Drink In 8 Weeks And Never Look Back

 

People don’t want to quit drinking, they want what’s possible when they quit drinking.

 

This is a never ending cycle, however, on the OYNB sales page the proposition is anchored in the second section where Complete Control is defined.

 

Perhaps even the words Complete Control could make the headline stronger as a unique mechanism.

 

“Discover the Complete Control Method to unlock optimal health and peak performance in your business, well-being and life in just 8 weeks.”

 

 Sales Page Swipe Files


 

C – Conversion Optimization

Making headline claims specific and tangible is one of the activities I spend a lot of time with my clients.

 

It’s a real struggle, especially with personal development offers to give people specific outcomes.

 

But it doesn’t mean you shouldn’t try.

 

I would love to see optimal health and peak performance defined.

 

The problem is OYNB can’t tell people they will double their profits or cut their marathon time by 35 minutes.

 

Sometimes this happens because people try to uplevel the problem they are solving and make  their deliverable broader.

 

It is easy to say – 

Quit Drink In 8 Weeks And Never Look Back

 

People don’t want to quit drinking, they want what’s possible when they quit drinking.

 

This is a never ending cycle, however, on the OYNB sales page the proposition is anchored in the second section where Complete Control is defined.

 

Perhaps even the words Complete Control could make the headline stronger as a unique mechanism.

 

“Discover the Complete Control Method to unlock optimal health and peak performance in your business, well-being and life in just 8 weeks.”

 

 Sales Page Swipe Files


H – Hot Take

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Nothing to add…. just 🤣🤣🤣🤣🤣

 

 

 

P.S. If you like this newsletter and want to support it, you can:

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4 Framework Meta Ad Drafting AI Prompt For High Converting Ads

Launch Newsletter Issue #00066

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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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 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

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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Launch Newsletter Issue #00063

Welcome to L.A.U.N.C.H. the online business growth newsletter with tidbits tastier than your grandma’s cookies.

 

Here’s what we have for you today:

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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 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

Here at L.A.U.N.C.H. we believe simple is beautiful.

 

And, it doesn’t get any more simple than this Taki Moore “book-a-call” funnel. 

{Sidenote: The full funnel is built on GoHighLevel. I’m using GHL with several clients and I love it. More and more people in KnowledgeCom move to GHL. Watch this space!}

 

Let’s take a “taki” look at the opt-in page:

“book-a-call” funnel

Immediately you are hit with a big social (results based) proof claim. 

 

151 coaches have used this to cross the $1million mark since 2011.

You might not have as big a claim to make but what claims can you make.

 

The more concrete the better – “151”, “+$1m”, “2021”.

 

They say a picture paints a thousand words and it’s definitely true in this case.

 

What’s in the picture is not as important as demonstrating you have a system or process.

 

Attract, Convert, Deliver is hardly rocket science but stick a few ™’s around sexy titles and you are off to the races.

 

And then, just cause you can’t leave it to chance… 

 

Taki spells out exactly what you get when you watch the 6 min demo.

 

3 highly desirable outcomes – clients every day – 80% close rate – 2 offers for recurring revenue

 

Just 61 words in total.

 

Opt-in Page Swipe File:

A – A.I. Growth Prompts

Prompt Objective:

 

Ever worry about running out of content creation ideas?

 

You might have 99 problems but after today worrying about what content to create ain’t one. 

 

Prompt Outline:

Part 1
I’m going to train you to become an Idea Generation Machine.

 

I will give you the topic and the incentive, and 30 different proven approaches for headline ideas. 

 

And you will give me back 30 written headline ideas exclusively for that same topic & incentive but applied in 30 different ways.

 

Are you ready for the topic, the incentive, and the 30 different approaches?

 

Part 2
Pick your incentive from the list below:

 

…To Get Started {Skill}

…To Learn {Skill}

…To Master {Skill}

…To Overcome {Problem}

…To Unlock {Outcome}

…To Streamline {Process}

…To Get Your First {Outcome}

…To Achieve {Big Outcome}

…So You Don’t {Worst Outcome}

…To Hire Your First {Employee}

…To Buy Your First {Valuable Asset}

…To Sell Your First {Valuable Asset}

…To Make Your First {$X}

…To Build Your First {Product/Company}

…To Improve {Task}

…To Scale Your {Business}

…To Pitch Your {Idea}

…To Help You Fix {Problem}

…To Teach You {Solution}

…To Create The Perfect {Product}

…To {Do More} Without {More Work}

…To Make Progress On {Goal}

 

Topic: {topic} 

 

Audience: {audience} 

 

Incentive: {Choose Your Incentive} 

 

30 Proven Approaches: 

Tips

Skills

Tools 

Traits

Steps

Goals

Books

Habits

Stories

Quotes

Secrets

Insights

Benefits

Lessons

Reasons

Creators

Routines

Mistakes

Podcasts

Examples

Questions

Inventions

Templates

Resources

Challenges

Companies

Data Points

Realizations

Frameworks

Presentations

U – Uplevel Ads

When used properly the PAS Framework is as sweet as Luo Han Guo.  

 

What’s PAS? – Problem Agitate Solution 

 

And, don’t forget when using PAS in your ads to stick a CTA at the end!

 

No sour faces here in L.A.U.N.C.H. HQ when we reviewed Taki’s ad copy this week.

Facebook Ad to Book-a-Call Funnel

Identifying problems people are facing isn’t negative or manipulation.

 

It’s meeting them in their world and showing them you understand.

 

Being able to put your finger on your audience’s top of mind pain points is a superpower.

 

As a coach I can either relate to or fear everything in Taki’s opening list.

 

A ninja trick Taki could use to scale is to draft a unique opening hook for each pain point.

 

This would give Taki 6 ads from one. Run them head to head and scale the winners.

 

Ok back to the copy….

 

People are lazy and they get comfy doing what they’ve always done.

 

If you want them to take action you can just rely on pointing out their pain points.

 

That’s where the agitated part comes into play. 

 

If you don’t solve your problem this is what the future could look like. 

 

Fans of Tony Robbins will recognize this from his Dickens Process.

 

Once we have people invested in eliminating their pain points we then show them the solution.

 

I love how Taki has ™’d The System…. Really, I’d love to see you argue that.

 

But most people confuse ™ with R. You can stick ™ after anything to make it look important.

 

And this isn’t an hour long webinar. It’s just 6 minutes. Even better. 

 

“I’m going to see everything I need to solve all my issues and build an unstoppable coaching business in just 6 minutes. Sign me up….”

 

As silly as it sounds, this is what people want. So give it to them. 

 

Make it easy for them to take one step forward.

 

Facebook Ad Swipe Files:

 

N – Now Launching

book-a-call opt-in page

The ultimate in simplicity. 

 

Headline, 7 min video and a button to book a scale session.

 

The bulk of the video are case studies of coaches Taki has helped cross the +$1m mark.

 

Before people take action they need to believe you can help them, you have a process, and they can achieve the outcome you promise.

 

Case Studies are a fantastic way of ticking all 3 boxes.

 

Opt-in Page Swipe File:

 

 

C – Conversion Optimization

Is picking the perfect Facebook Ad objective holding you back from launching? 

 

We’ve all been there. You’re set and ready to go. You log into your ad account…

 

…and doubt starts setting in.

 

Which objective will work best?

 

Here is a simple approach to get you moving 

 

If you are interested in growing your online business, there are only 3 objectives you should be considering >>> 

  1. Engagement/Video Views (Top Of Funnel)
  2. Lead (Middle Of Funnel)
  3. Sales (Bottom of Funnel

 

You invest time, effort, and energy creating content. Why not invest a small amount in pushing that content to a wider audience? Run engagement objective ads with your top-performing posts. You can retarget people who engaged with these ads lower in your funnel.

 

Creating retargeting audiences with the Video View objective is one of my all-time favorite audience-building hacks. Promote 30-50 second videos to broad audiences with the ThruPlay objective and then retarget people who have watched 75%+ of the video.  

 

If you want to drive people to a landing page to opt-in for a lead magnet, then use the Lead objective. Yes, the traffic objective may seem cheaper in the short term, but Facebook will send low-quality traffic to your opt-in page. We want Facebook to send us high-quality traffic.

 

If you want people to make a purchase. Even if you are driving them to an opt-in page first and then offering them an upsell or putting them into an evergreen sales campaign, then use the Sales objective. This objective unlocks Facebook’s highest-value audience.

 

These are the only 3 objectives you need to attract high-quality leads that convert like crazy so you can profitably attract new course and membership subscribers and scale your online business. So let’s make it rain….

H – Hot Take

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Are you a Cereal Entrepreneur?

 

If you don’t laugh..…. Magic Spoon

 

(because it couldn’t be my sense of humor!)

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 #00061

This is L.A.U.N.C.H., your personal online business growth captain – we guide you through the stormy Seas of Launching so you can make it safely to the Promised Land.

 

Here’s what we have for you today:

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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.

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L – Leads

There’s always more than one way to skin a cat….

Let’s dive into an interesting Challenge Launch Funnel from Marisa Murgatroyd.

Selling online is continuously evolving. 

As a launch method becomes popular, it loses its magic, and we need to innovate.

Challenge launches have been all the rage since the summer of 2020.

Getting sign-ups for a challenge was like shooting fish in a barrel.

2023 is a very different world. That doesn’t mean that challenges don’t work anymore.

It just means we need a little more ingenuity. 

The goal is to reduce our Cost Per Lead and increase our pre-launch Revenue Per Lead.

Marisa is following a trend we started to see emerge about 6-8 months ago.

I call it the double funnel launch. We’ve analyzed a similar approach by Ryan Levesque back in issue 53 of the Newsletter.

This approach splits your paid traffic between sending people directly to the opt-in for the challenge and sending people to a lead magnet opt-in that offers the challenge as your next step.

The hope here is that you can reduce your front-end lead acquisition cost, as the CPL for the lead magnet can be 25%-50% of the cost of a challenge opt-in.

Then both opt-ins offer an upsell to VIP for the challenge.

Reviewing funnels every week, it feels like the days of a fully free launch workshop are limited.

The VIP upsell is now a constant feature in most launches, and seeing the conversion stats of people with paid launches, it’s getting harder and harder to argue for the free model.

So let’s take a look at Marisa’s double funnel opt-in pages:

Lead Magnet Opt-in Page

Challenge Launch Funnel

Challenge Opt-in Page

Challenge Launch Funnel

I’m a big fan of Marisa’s clean and simple opt-in page designs.

The stand-out element of both pages is the headlines:

  • The 20 Most Profitable Online Course Mega-Niches
  • The Fast, Free, Proven Way to Make Sure Your Online Course Idea Is Profitable — Before You Create It

Fast, Free and Proven – 3 massive conversion boosting words one after another.

Both headlines deal with objections. 

I don’t know what niche to pick & I don’t know if people will buy my course.

I love how these are sequential problems. 

Marisa is casting a wide net. 

The lead magnet hooks people who want to start an online business but don’t yet know their topic.

The challenge is for people who have a topic but don’t know where to go next.

The beauty of the double funnel is that Facebook will be able to identify the perfect people for each funnel and will target them accordingly. 

Jump down to Uplevel Ads to see Marisa’s ad copy.

Opt-in Page Swipe Files:

 

A – A.I. LAUNCH Prompt

 

Prompt Objective: 

Want to drum up some revenue with a quick launch? 

Pick a mini-product or bundle together some guides and videos that achieve a specific outcome.

All you need is a simple sales page, then fire up ChatGPT and give this prompt a go…

Prompt Outline:

I want you to act as an expert email copywriter.

Please draft a 4 part email sales sequence that will be delivered over 3 days.

The email series aims to get [avatar] excited about achieving their desired [customer transformation offered].  

Each email will demonstrate why is the quickest, easiest and most cost-effective path way to achieving their goal.

Keep each email concise, valuable, and engaging.

Ensure every email has a call to action with a link to purchase the .

Insert placeholders wherever you think further customer details are needed.

The deadline to purchase the product is Day 3 of the email series. 

One email will be sent on Day 1 and Day 2. On day 3, the final 2 emails will be sent.

Utilise urgency throughout the email sequence.

Write the email series in the style of [email copywriting style]. Do not mention this person anywhere in any of the copy.

Utilize as much of the data provided below as possible.

Each email is sent by [email author name]

Product = [Insert here]

Problem Product Solves = [insert here]

Primary Avatar Frustration = [insert here]

Customer Transformation Offered = [insert here]

Avatar Description = [Insert here]

Bonuses = [insert here]

Deadline = [insert here]

Guarantee = [insert here]

Email Copywriting Style = [Gary Halbert]

Email Author Name = [insert here]

 

A.I. Tool Of The Week

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>> Read more 

 

U – Uplevel Ads

Facebook Ad For Lead Magnet Opt-in 

Launch Facebook Ads

Facebook Ad For Challenge Opt-in

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Notice how both ads open with a question. 

In A.I.D.A. framework, asking a question is one of the best ways to capture people’s attention.

Marisa leads with the problem and instantly positions who should pay attention to the ad.

In both cases, she establishes authority and credibility. 

But remember you will always be best served when your authority is based around the results you have helped others achieve.

I love the bullet points in the challenge ad.

Get out of overwhelm, stop procrastinating, and find the perfect course idea that’s right for you.

Facebook Ad Swipe Files:

 

N – Now Launching

challenge opt-in upsell

Instead of the traditional VIP package Marisa has gone with an upsell the impeccably named:
Instant Clarity Toolkit.

Not everyone wants to pay for extra calls and call recordings, but who wouldn’t want help with the most critical and challenging parts of coming up with their course idea?

I don’t think pricing this at $7 or $17 would affect the upsell conversion rate.

This is a beautifully aligned offer that encourages little step after little step in a logical and throughout way.

Facebook Ad Swipe Files:

C – Conversion Optimization

Ever feel like you’re wasting money on your Facebook ads? 

Tired of low conversions and not making the money you want from your ads? 

Here are 9 steps to more profitable Facebook Ads

You want to make sales, but it seems like everyone else is seeing better results than you. The truth is that if you’re not testing, you’re leaving money on the table. But where do you start? Here’s what you need to know. 

Step 1: Define Your Conversion Goals. Know what success looks like for your business.

(The 2 most important metrics = CPL & CPA) 

Step 2: Create a Testing Plan. Identify potential areas for testing and prioritize. 

(Areas to test – headline, creative, opening hook, body copy, audience) 

Step 3: Kill the Duds. Switch off underperforming ads. Create variations of winning ads.

(never touch a winning ad. duplicate and make changes to the copy)   

Step 4: Refine your Messaging. Leverage positive feedback loops. 

(Use what works to create a unique value proposition.)

Step 5: Optimize Your Landing Page. Often this can be your highest ROI activity.

(Key sections in order: headline, subhead, image, body copy, CTA)

Step 6: Use Heat Maps and User Recordings. Track visitor behavior and optimize based on their actions. 

Step 7: Analyze Your Results. Data is useless without interpretation. What is the data telling you? Let it inform your next steps.

Step 8: Rinse and Repeat. Most people don’t get the results they want because they quit too soon. Stay in the game. 

Now you have the tools to drive data-driven success and increase conversions. Remember to start small, and test everything. With consistent effort, you can optimize your Facebook ad campaigns and achieve the results you deserve. 

H – Hot Take

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It’s hard for normal people to understand driven people. 

While you might not yet be Elon level never shrink to others levels.

Sometimes you’ve just got to do you even if others want you to be something else. 

 

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 #00059

This is L.A.U.N.C.H., your weekly dose of online business growth caffeine – we get you hyped, energized, and ready to conquer your day.

 

Here’s what we have for you today:

  • Twitter’s Gone X-Rated!
  • ChatGPT-4’s superlative failure: from prime to not-so-prime!
  • TikTok drops the mic with its ads transparency library!
  • A.I. for growth
  • Facebook Ads Review – 5 Minute Guitar Lessons – Facebook Ad to Mini-Product
  • Landing Page Review – 5 Minute Guitar Lessons – Mini-Product Offer Page
  • 8 ways to scale your Facebook ads without killing them
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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 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 – Latest News

Twitter’s Gone X-Rated!

Brace yourself for the X-citing, X-traordinary, and X-ceptional tale of social media’s most audacious makeover!

>>> Read more

ChatGPT-4’s superlative failure: from prime to not-so-prime!

Stanford and UC Berkeley researchers unveil the alarming decline in ChatGPT’s responses! From genius prime number identification at 97.6%, it hilariously plummeted to a laughable 2.4% in just a few months!

>>> Read more

TikTok drops the mic with its ads transparency library!

It’s like a secret treasure chest full of valuable data to boost your campaigns and avoid the creative flops! Get ready to dive into the Commercial Content Library, and level up your advertising game on TikTok!

>>> Read more

A – A.I. For Growth

My worst fears are being realized. (And, it’s your big opportunity.)

 

I’m seeing a worrying trend and it needs to be discussed.

 

Advertisers are churning out the same turgent, lazy, and unimaginative ChatGTP copy.

 

You can tell ChatGPT copy a mile away and it stinks.

 

It’s dense, unemotive, and overly wordy crap.

 

I’ve been using A.I. daily in my business for over 2.5 years.

 

I love A.I. and I’m a massive believer in the opportunity it presents for online business owners.

 

The FACT is, it’s a horrible copywriter (as of today anyway!).

 

It’s great at coming up with ideas but it’s copy sucks.

 

As an online business owner good copy is your #1 asset.

 

It’s how you connect with your audience and move people to take action.

 

Yes, use A.I. to come up with ideas but the final copy needs your personal touch.

 

If you have unedited ChatGPT content anywhere in your funnel or front-end content rip it down today and redraft it.

 

Trust me you will see a big uptick in your conversions.

 

Which brings me to the opportunity.

 

We are about to be overrun by AI-generated ads, social content, and courses.

 

Far from doomsday. I think for once life is about to get easier.

 

Well-structured, engaging copy will stand out even more in a sea of ChatGPT puke.

 

Your takeaway. Become a student of great copy.

 

The best part. Your education is free. We see thousands of ads and offers every day.

 

Build your swipe file of killer copy so you’re ready the next time you need to polish some ChatGPT turd into a diamond.

 

Latest A.I. Tools

Elevate your content with the magic of AI-Powered Captions!

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Unleash the power of HD and let the pixel party begin!

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The ultimate multitasking superhero that saves you from tab-tastrophes!

Say goodbye to chaotic workspaces and hello to productivity nirvana. With five tools in one, it’s like having a Swiss Army knife for your to-do list, making you the master of organization and the conqueror of tasks.

>> Read more

 

U – Uplevel Ads

 

Here at are L.A.U.N.C.H. we love mini-products.

 

They are the number one way to attract high-quality, purchase-qualified, clients into your world.

 

Our favorite model is Paid Ad > Lead Magnet > Mini-Product Upsell.

 

The old-school way was Paid Ad > Mini-Product.

 

The challenge with the old-school model is you only have a single shot at making the sale.

 

With the Lead Magnet up front, you capture emails for up to 60% – 70% of opt-in page visitors.

 

Your mini-product is offered to everyone who opts in. 

 

And, because you have their email, you can send a 5/7 part email follow-up sales sequence.

 

Sure, you can sell directly from the ad, but it’s playing the game on hard mode.

 

And, with the rising cost of ads, we need to adapt our approach.

 

So what does the game look like on hard mode?

 

Let’s take a look at a Facebook ad driving people directly to a $47 mini-product.

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I love how clear the primary promise of the ad is. 

 

For anyone who’s never tried, (or can’t remember) learning the guitar, the early days are excruciating.

 

All you want is to be able to move fast and for the chords to sound clear.

 

Everyone tells you that practice is key, but very few people tell you how to practice.

 

The opening line is a catcall to anyone struggling to learn the guitar.

 

Next, we see a “before-after bridge”. 

 

Here are all the negative things you’re currently experiencing……

 

And once you “take the challenge,” here are all the great things you’ll experience.

 

I like the use of the open loop – And that’s just in 11 of the 14 lessons. 

 

So what’s in the other 3 lessons? This will build curiosity and memorability.

 

The ad is then wrapped up with a 300% money-back guarantee.

 

Remember, the objective of the ad is to get people to the sales page, not to sell the product.

 

This is a beautiful ad template you can easily swipe and recreate in your ad campaigns.

 

Swipe File:

 

N – Now Launching

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Here’s the above-the-fold section of the $47 sales page for the 14-day chord challenge. 

 

Let’s start with the name – 5 Minute Guitar.

 

People are lazy. 

 

They want you to guarantee their wildest dreams will come through, immediately without any work.

 

I love 5 Minute Guitar. The unspoken promise is clear. 

 

Your guitar dreams can come through doing just 5 minutes of practice.

 

The core premise of the ad is reflected on the sales page – slow and buzzy chords.

 

This is an important point. 

 

As you optimize your ads, you may find a mismatch between your ads and your landing page.

Make sure you keep the messaging aligned on both once you find your winning ad.

 

When you focus on a specific problem, it makes writing headlines easy.

 

“Confidently play with accurate, fast chord changes in just 14 days.“

 

The claim in the headline is then backed up in the subhead…

 

…“step-by-step system”….. “the ultimate practice routine”.

 

This puts people at ease that there is a proven path to follow. And that they can get the promised results.

 

If you don’t have a “Go From…To Statement”, take 15 minutes today to create a first draft.

 

Go from {undesirable state} to {desirable state}

 

Go from sounding like a beginner to confidently play the songs you love.

 

Check out the sales page swipe file for even more inspiration for your own high-converting mini-product offer page.

 

Swipe File:

 

C – Conversion

Does your Facebook ad performance crash when you try to scale?

 

There’s nothing worse. It’s finally working. Your campaign is crushing it. 

 

You decide to go all in and up the spend….only for the campaign to crash.

 

Here are 8 ways to scale your Facebook ads without killing them:

 

The problem with horizontal scaling is that it can quickly lead to a high cost per acquisition and a low return on ad spend. But vertical scaling focuses on increasing your budget to reach more people within your existing target audience.

 


1 – Master the art of dynamic creative optimization to keep your ads fresh, engaging, and high-performing.

 

2 – Conduct frequent audience research to ensure you’re messaging is triggering your Perfect-Fit Client to take action.


3 – Don’t go for the sale straight away. Design a funnel that provides value up front and win your Perfect-Fit Client’s trust. Don’t ask for marriage on the first date!

 

4 – Use lookalike audiences to reach people who are similar to your existing customers and most likely to convert.

 

5 – Test different ad placements and formats to find the ones that work best for your audience and objectives.

 

6 – Monitor your campaign performance closely and make data-driven decisions to optimize your budget and ROAS over time.

 

7 – Use retargeting ads to re-engage people who have shown interest in your product or service in during your top-of-funnel campaigns

 

8 – Consider hiring a Facebook ads expert to manage your campaigns and help you achieve your goals more efficiently.

 

So now you know the 8 steps, which one are you going to implement first? Hit reply and let me know.

 

H – Hot Take

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If in doubt, back yourself…

 

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 CPL Ceiling Strategy for Course Creators

The CPL Ceiling Strategy for Course Creators

The CPL Ceiling Strategy for Course Creators

The CPL Ceiling Strategy for Course Creators

“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! 

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Profitable Facebook Ads: 11 Key Metrics to Track

Profitable Facebook Ads: 11 Key Metrics to Track

Profitable Facebook Ads: 11 Key Metrics to Track

Profitable Facebook Ads: 11 Key Metrics to Track

Without data, you’re just an idiot with an opinion.

If you want profitable Facebook ads, you need to obsess over the data.

Here are the key metrics you need to track and what it tells you.

  1. CPM – not irrelevant by any means. It tells you how competitive the auction is and whether Facebook thinks your creative enhances their users’ experience on the platform. We can’t control CPM, but we can track it.
  2. CTR (Click-Through Rate) – Think of it like a popularity contest. The higher the CTR, the more people are interested in your ad. It shows how many clicks your ad is getting per impression.
  3. CPC (Cost Per Click) – This is the amount you’re paying for each click on your ad. Keep an eye on CPC to make sure your ad spend is staying within budget and delivering a good return on investment.
  4. Outbound Click-Through Rate (OCTR) – This metric measures the clicks on links that take people away from Facebook to your landing page. A high OCTR means your ad is successfully driving traffic outside of Facebook.
  5. Conversion Rate – This metric measures the effectiveness of your ad in getting people to take the desired action, like signing up for your email list or making a purchase. 
  6. Cost per Lead (CPL) – This metric measures the cost of acquiring a lead, like someone signing up for your lead magnet. Keep an eye on CPL to make sure your funnel can operate profitably.
  7. Cost per Acquisition (CPA) – This metric measures the cost of acquiring a customer. It helps you see the effectiveness of your campaigns in driving results and making sales. 
  8. ROAS (Return on Ad Spend) – This metric helps you see if your Facebook ad is actually making you money. It compares the revenue generated from your ad to the cost of the ad, giving you a clear picture of profitability.
  9. Relevance Score – This score is Facebook’s way of telling you how well your ad is resonating with your audience. A high score means your ad is relevant and valuable to users, leading to better ad delivery and lower costs.
  10. Frequency – This metric shows you how many times a unique user has seen your ad. A high frequency can indicate that your audience is tiring and you may need to expand your targeting.
  11. Lifetime Value – This metric measures the total value a customer brings to your business over their lifetime. It helps you see the long-term impact of your campaigns and determine if they’re worth the investment.
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Profitable Facebook Ads: Framing Your Offer in the Right Way

Profitable Facebook Ads: Framing Your Offer in the Right Way

Profitable Facebook Ads: Framing Your Offer in the Right Way

Profitable Facebook Ads: Framing Your Offer in the Right Way

Want more profitable Facebook Ads?

You gotta work on your offer.

Simple changes to how you present your offer can result in big $$$. 

This is called Framing.

Here are 6 ways you can use Framing to increase your course or membership sales.

  1. Framing is a psychological principle that refers to how the way information is presented can influence how it’s perceived. In other words, it’s all about the packaging! How the information is presented is more important than the information.
  2. For example, let’s say you’re selling a course on how to start a successful business. Instead of just listing the course features, frame it as a solution to a problem. “Are you tired of struggling to make your business work? Learn the secrets to success with our course!”
  3. When presenting your offer, don’t focus on just the deliverables. Spend 90% of your time painting a picture of what life will be like when they achieve the transformation you promise. What will they see, hear, feel and do differently? – Link this to their dreams.
  4. Another strategy is to use testimonials and success stories from previous members. This will frame your course or membership as having a proven track record of success. Now, potential buyers will be more likely to take the plunge.
  5. Don’t forget positive and negative framing. There is a big difference between a surgeon telling you you have a 90% survival rate or a 10% chance of dying. Remember we are more motivated to avoid pain than gain pleasure.
  6. Lastly, use value frames. Value frames make us feel like we are getting a better deal. For example, 20% off a $999 doesn’t look as impressive as $199 off. But it isn’t just monetary value. You can also appeal to the values of your audience. Environmentally friendly, health conscious, equal opportunity….
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