Let’s look at the above-the-fold section of Dean’s Mastermind $1 trial for his mastermind.com sales page. 

The headline simply lays out the primary promise – “Everything You Need to Finally Sell What You Know”. 

It helps that the Mastermind founders are two of the best know people in the online business and personal development space. 

Of course, you are going to trust that they know what you need and that they have the plan to help you achieve that. 

We meer mortals may need to try a little harder!

Talk about a knockout offer. 

I’ll get access to “Everything I Need to Finally Sell What You Know”, worth over $4,022 per year, for 14 days for only $1, and that $1 will be donated to charity. 

Our goal is to make it easy for people to say yes. And how easy is it to say yes to that offer?

Let’s look at a Facebook ad from Dean Graziosi sending people to a $1 trial of his $47 per month Mastermind.com membership.

I like this opening hook – 

“Who else is looking for answers? Answers to the really hard questions, like” 

It’s a little vague, but it is curiosity building. Aren’t we all looking for answers?

We want the opening lines of our ad to reel in our perfect-fit client. 

One powerful way to do this is to get them to answer a question and trigger a conversation in their head. 

Dean then brings them deep into what those “hard questions” are. 

The questions that keep his Perfect-Fit Client awake at night – Protecting loved ones – Become the person we know we wanna be – To thrive instead of survive. 

He’s connecting with the ultimate outcome his audience wants.

If you can show people you can read their minds, they will instantly believe you have the solution that will get them what they want.

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.

Let’s take a look at a Facebook ad for a Virtual Event by Christian Mickelsen.

Great application of the A.I.D.A copywriting approached used in this ad.

A.I.D.A stands for Attention, Interest, Desire, Action.

One of the best way to grab people’s attention is to call out an problem or pain point.

“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.

Let’s take a look at a Lead Magnet opt-in page for Aleric Heck.

This is a simple single-screen structure with all info above the fold.

Headline, body copy, form, image, and CTA. 

My favorite layout for an opt-in page.

The ultimate goal of the funnel is to get people to book a call.

Aleric is using the phone number to qualify people and also enable his team to follow up even if people don’t take the option to book a call.

Asking for a phone number will reduce your 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. 

Let’s take a look at the creative for a Facebook ad from Aleric Heck.

This is Part 2 of this review, I looked at the copy in part 1.

The creative is where this ad really comes alive…

Controversy gets attention and Aleric does an amazing job here.

First Aleric positions the audience: COACHES.

I’m not a fan of including “Attention Coaches” in the first line of ad copy, but I do like calling them out directly in the image.

And then the hammer blow – YouTube Ads Beat Facebook Ads Everytime.

This is highly evocative, especially as the ad is on Facebook. 

There is no question but this ad is going to draw lots of attention and comments.

I also love the contrast of the yellow and white font on the black background.

Controversy gets attention.

And no one causes controversy on Facebook and Instagram like Aleric Heck.

Aleric has a YouTube ad agency and coaching program.

And he loves pointing out that YouTube Ads are superior to Facebook Ads on…..

Yep, you’ve guessed it Facebook and Instagram.

Let’s dive into one of his ads.

A very simple opening hook. 

It positions the offer and the audience quickly and without much hype.

Then we slide into a nice problem solution path. 

Aleric identifies the primary pain point of Facebook advertisers – rising ad costs. 

And the solution – YouTube ads.

Then we move into the body of the ad.

This is where things start hotting up. This section is clear, concise, and compelling. 

Each point is an answer to an objection that someone may have getting started with Facebook ads. 

More stuff isn’t the goal. 

It’s how you layout your argument and leave no objection unanswered to make saying yes a “no-brainer” decision.

Let’s look at Michael’s simple Book-a-Call Funnel structure.

The starting point is a Business Health Assessment.

The promise is clear and unambiguous. 

After just 2 minutes, you will get your results and, with it, have identified what is holding you back from scaling.

On your assessment results page, you are asked to schedule a results call. 

Book-a-call funnels and assessments are made to go with each other. 

The biggest problem I have seen with the book-a-call funnel is the purpose of the call doesn’t align with the next steps of the person opting in. 

With an assessment, you can offer a deep dive into the results, plus from a sales perspective, you have all the data you need to close the person into a coaching program.

Let’s look at a Facebook ad from Michael Hyatt to a free assessment.

What an opening to an ad.

An open loop is established with the first line and a direct call out to the avatar. Everyone wants to know what their “Achilles Heel” is.

Especially as most people’s Achilles Heel’s high in plain sight.

Then boom….. I had a heart attack. But this is amplified by the specificity – August 2022. 

This builds massive Interest and lures us down the slippery slope. 

To build our interest, Michael then draws us in with his story leading to his heart attack.

Micheal tells you that he thought he was doing everything right but there was a hidden sub-particle that caused his heart attack. 

He then transitions, asking you if there is a hidden sub-particle in your business that could lead to it blowing up. 

The solution….. Take my assessment…

I love this Workshop Funnel with a twist from Ryan Levesque.

The biggest problem with launch workshops or challenges is they happen in the future.

People want their problems solved now. They don’t want to wait.

Immediacy is a critical factor in getting people to take action.

To solve this, Ryan focuses his lead generation on an instantly available download.

This guarantees a higher conversion rate and a lower cost per lead than a workshop opt-in.

Once someone opts in for the lead magnet, Ryan makes an offer for his week-long workshop.

This promises a deep dive on the lead magnet that someone has requested.

The psychological principle of consistency will drive people to register for the workshop as they have already committed to the lead magnet.