sales page optimization

Sales Page Optimization – How Not to Write a Dull Sales Page

Sales Page Optimization – How Not to Write a Dull Sales Page

sales page optimization

The gateway to unlocking unparalleled conversions and turning casual visitors into loyal customers is through sales page optimization. Brain Academy are using a simple (but challenging) Facebook ad > Mini-Product funnel.

For a $37 product this is not unheard of.

However, it puts a massive premium on the offer and your offer page copy.

You need to be elite-level to get this to work.

Unfortunately, like the previous steps, this offer page shows a lot of common mistakes infomarketers make. 

Sales Page Optimization Tip 1:

Don’t include general navigation on your sales page

This is a massive no-no.

The header section is a valuable space.

The #1 thing you need to include is a big buy now button.

You can include links, but make sure they are links to sections within the sales page.

Leading people away from the sales page back to the home page or about us page is a recipe for killing your conversion rates.

Sales Page Optimization Tip 2:

Don’t fluff the headline

$0.80 of your $1 is spent on your headline.

Brain Academy falls into the trap of talking about the vehicle rather than 

  1. i) the problem they solve or 
  2. ii) the ultimate promise they help people achieve.

I’m not going to repeat myself from the ad review section but despite telling people what the product does there is no away from or toward motivation imparted.

There is nothing for potential customers to get excited about and no reason for them to keep reading.

00073-s3-Brain-Academy-mini-front-end-offer-page-2-sales-page-optimization

Sales Page Optimization Tip 3:

Don’t have a weak (and buried) primary promise

Somewhere down the page we finally come to the primary promise.

But unfortunately, it’s as weak as a 3-second dipped tea bag.

“Take life back into their own hands”

People want to be inspired. They want to imagine themselves as the heroes of their own story.

They need specifics about what their life will be like once they are endowed with their new superpower. 

But they are lazy. They can’t imagine it for themselves. They need you to spell it out.

They need to know how much, by when, and how they can get a guaranteed result with as little work as possible.

This might sound like direct marketer speak, but it is true.

And your offer needs to be designed from the ground up so you can make these claims

00073-s3-Brain-Academy-mini-front-end-offer-page-3-sales-page-optimization

Sales Page Optimization Tip 4:

Don’t turn people off buying with dull module titles

If you don’t turn every module title into a curiosity-inducing, excitement-building, benefit-laden knock-out reason to buy, don’t list them on your sales page.

Unfortunately, this is a feature of teachable that I get all my clients to switch off immediately.

Seriously who is going to buy – “Scope of this course” or “neuroplasticity-sensorial-motoric-exercises”

No one wants to sit through hours of video. 

They want the greatest possible result, in the shortest possible time frame, with the least possible effort.

For titles to be inspiring they need to promise a big win.

That is what the person will be able to do when they have learned this skill or technique.

Implementing a robust sales page optimization strategy is not just about increasing conversions; it’s a dynamic process that involves understanding your audience, refining your messaging, and continually adapting to market trends. By prioritizing user experience, A/B testing, and data-driven insights, you can fine-tune your sales page to resonate with your target audience and maximize your business’s potential for sustained success.

Sales Page Swipe Files

 

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Launch Newsletter Issue #00073

Launch Newsletter Issue #00073

Hey, hey, it’s L.A.U.N.C.H, the newsletter that spices up your online business growth diet more than Franks Hot Sauce.

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 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

How not to generate leads

Normally L.A.U.N.C.H. features a big-name marketer with a funnel to die for.

 

They have killer hooks, awesome ads, seductive opt-in pages, and A+ offer pages.

 

I do the analysis and give you 3-7 key elements you can implement in your funnel to increase your conversion rates and ultimately make more $$$$’s.

 

This week instead of teaching by example I am going to show you the mistakes to avoid.

 

There I was searching for a killer funnel to review when an ad popped up – 

  • Learn how to rewire your brain

 

As a marketer I am obsessed with psychology and the brain so I was instantly hooked.

 

Into the funnel, I dove. 

 

On the surface, it looked the part. 

 

But the further I explored, the more cracks I discovered 

 

It was then I realized this is the poster child for KnowledgeCom funnel mistakes.

 

So let’s get stuck in.

Lead gen mistakes

Now this opt-in page is not part of the funnel, but it is available as a link from the hero section of the website’s home page.

 

  1. If you’re launching an opt-in page please make sure it’s on your domain.

 

In this case, we can see they are using ConvertKit to host their opt-in page.

 

If you are going to invest in ads please make sure you spend the 10 minutes setting it up so your opt-in pages display on a custom domain.

 

It’s a small thing but these little things mount up.

 

  1. ConvertKit is okay as a starting platform, but it is very limited

 

ConverKit has taken the creator world by storm. 

 

Having worked with a number of clients who use ConvertKit, its landing page templates are limited and it doesn’t have a build-from-scratch option.

 

Before you invest in ads, invest in a landing page builder that is fit for purpose.

 

  1. Formatting is important

The headline shows promise – 7 things about the brain I wish I knew When I was younger.

 

This is a variation of the popular Twitter kook- 

  • 7 things I know at 40 about the brain I wish I knew at 20

 

But for the love of god, please watch the capitalisation of your headline. 

 

Either go with proper caps or all first letter caps. Don’t just stick one random capital letter into the headline.

  

  1. Not making it about your prospect

 

I’m into Neuroplasticity. 

 

I’m interested in it, but I don’t care about it. I care about what it will help me do.

 

I care about it because it will help me learn and adapt quickly.

 

But that isn’t why I really care about it. 

 

I care about it because it will make me a better guitar player and business person.

 

It will help me make more money. 

 

It will help me achieve my goals faster and give me more time to sit on the beach sipping a pina colada (if that’s what you are into!)

 

This opt-in page leaves me completely cold.

 

I don’t know who Gregory Caremans is, and I don’t care about his journey.

 

When someone looks at your ad, all that is going through their head is…..

 

What’s in this for me? 

 

How does this solve a major pain point for me right now? 

 

How will my life be better once I have this?

 

They don’t care about Gregory’s stagnations and regressions.

 

In the words of Jerry Maguire, “Show me the money”

 

Opt-in Page Swipe Files

A – A.I. Growth Prompts

Turn ChatGPT into a direct response legend

ChatGPT is a horrible copywriter.

 

There I’ve said it.

 

However, it is an amazing impersonator.

 

Next time you are asking ChatGPT for copy, give it a famous copywriter to mimic.

 

Let’s say you are asking ChatGPT to draft a headline for your opt-in page.

 

Set your prompt up as normal. Here’s the previous library to choose from:

 

Then ask ChatGPT to refine the headlines in the voices of one of the direct response greats.

 

Here’s my go to list:

  • Eugene Schwartz
  • Gary Halbert
  • Joseph Sugarman
  • Claude Hopkins
  • David Ogilvy
  • Bob Bly
  • Clayton Makepeace
  • John Carlton
  • Ben Settle
  • Todd Brown
  • Jeff Walker
  • Dan Kennedy
  • Brian Kurtz

 

It’s scary to see how well ChatGPT can ape the voices of these copywriters.

 

The style and tone might not be right for your audience, but it is cool to see the different slants put on each headline by these legends of direct response.

U – Uplevel Ads 

How not to write a boring Facebook ad

Ad optimization

Back to the funnel at hand.

This is the ad that caught my eye.

  • Learn how to rewire your brain

Now you have to remember I am a convert, which brings me to mistake #1. 

  1. Be specific but don’t target too narrow an audience

I believe we can rewire our brains.

I know what’s possible when people rewire their brains, and I am looking for guidance on “how to”?

I am product-aware.

As for every other offer in the world, the solution-aware group will be the smallest cold audience group you can try to tap into. 

Unless the total addressable market is massive, most cold advertising to this group will fail. 

The stages of awareness that your customers fall into are as follows:

  • Unaware
  • Problem Aware
  • Solution Aware
  • Product Aware
  • Most Aware

Your cold ads need to target potential customers in the problem and solution-aware phases.

Lot’s of people want the benefits of neuroplasticity, but they’ve no clue what neuroplasticity is.

In this case, they’ll breeze right past this ad.

2. Don’t focus on the vehicle, focus on the destination

There is no primary promise in this ad.

This ad in no way answers the golden question… What’s in this for me?

It’s a good advertisement for neuroplasticity, but no one wants neuroplasticity.

Everyone wants what’s possible when they have a brain that can quickly learn and adapt.

And the fact is, most people don’t even care about that level. 

They want what they will feel on the next level after that.

They want attention and applause as they sit around the campfire playing everyone’s favorite song on their guitar.

They want the big house in the hills when their business takes off, and they make millions.

They want a “fully booked practice” when they can teach their clients to achieve remarkable things by teaching them how to develop neuroplasticity.

3. Don’t make it about you

Yes, we want to provide social proof

Yes, we want to provide proof that our program works. 

But instead of saying how brilliant you are, make it about your clients. 

Talk about the results your clients have achieved.

No one cares if this is your number 1 best-selling course.

Turn… 

“Neuroplasticity: How to rewire your brain” is our number one bestselling course. Over 114,000 participants have joined us already.”

….Into (and yes, I’m going to go a little overboard, but)…

Join over 114,000 people who have discovered my step-by-step blueprint to learn any skill 242% faster, effortlessly.

From getting a promotion or building your dream business, to finding a new job or cracking your childhood dream of solving the Rubik’s Cube. 

You will discover simple steps that you can apply every day to every task to hit your goals and create the life of your dreams. 

4. Don’t include the price in the ad unless it’s a major selling point

Just because something is $35 doesn’t mean it is attractive to people.

Including a price in your ad should only be done if it makes it a no-brainer for people.

Let’s say you are Tony Robbins, and people know you sell a program for $1,997.

If you are selling it for $35, that is an amazing deal, and people will buy it.

Let’s say you are retargeting your email list with ads, and they know the cheapest program you offer is $1,997.

If you launch a mini program at $35, that is an amazing deal, and people will buy it.

Facebook Ads Swipe Files

N – Now Launching

How not to write a dull sales page

sales page optimization

Brain Academy are using a simple(but challenging) Facebook ad > Mini-Product funnel.

For a $37 product this is not unheard of.

However, it puts a massive premium on the offer and your offer page copy.

You need to be elite-level to get this to work.

Unfortunately, like the previous steps, this offer page shows a lot of common mistakes infomarketers make

  1. Don’t include general navigation on your sales page

This is a massive no-no.

The header section is a valuable space.

The #1 thing you need to include is a big buy now button.

You can include links, but make sure they are links to sections within the sales page.

Leading people away from the sales page back to the home page or about us page is a recipe for killing your conversion rates.

2. Don’t fluff the headline

$0.80 of your $1 is spent on your headline.

Brain Academy falls into the trap of talking about the vehicle rather than 

  1. i) the problem they solve or 
  2. ii) the ultimate promise they help people achieve.

I’m not going to repeat myself from the ad review section but despite telling people what the product does there is no away from or toward motivation imparted.

There is nothing for potential customers to get excited about and no reason for them to keep reading.

00073-s3-Brain-Academy-mini-front-end-offer-page-2-sales-page-optimization

3. Don’t have a weak (and buried) primary promise

 

Somewhere down the page we finally come to the primary promise.

 

But unfortunately, it’s as weak as a 3-second dipped tea bag.

 

“Take life back into their own hands”

 

People want to be inspired. They want to imagine themselves as the heroes of their own story.

 

They need specifics about what their life will be like once they are endowed with their new superpower. 

 

But they are lazy. They can’t imagine it for themselves. They need you to spell it out.

 

They need to know how much, by when, and how they can get a guaranteed result with as little work as possible.

 

This might sound like direct marketer speak, but it is true.

 

And your offer needs to be designed from the ground up so you can make these claims

00073-s3-Brain-Academy-mini-front-end-offer-page-3-sales-page-optimization

4. Don’t turn people off buying with dull module titles

If you don’t turn every module title into a curiosity-inducing, excitement-building, benefit-laden knock-out reason to buy, don’t list them on your sales page.

Unfortunately, this is a feature of teachable that I get all my clients to switch off immediately.

Seriously who is going to buy – “Scope of this course” or “neuroplasticity-sensorial-motoric-exercises”

No one wants to sit through hours of video. 

They want the greatest possible result, in the shortest possible time frame, with the least possible effort.

For titles to be inspiring they need to promise a big win.

That is what the person will be able to do when they have learned this skill or technique.

Sales Page Swipe Files

 

C – Conversion Optimization

5 powerful scarcity and urgency tactics

Scarcity and urgency are the two best ways to increase your conversion rate.

But most online business owners don’t know how to apply them for maximum effect. 

Here are five powerful scarcity and urgency tactics… 

…that will send you course and membership sales through the roof 

  1. Limited-Time Offer: Create a sense of urgency by providing a deadline. Set a specific date and time when your offer ends. This will encourage potential customers to act quickly, not wanting to miss out on the opportunity.
  2. Limited Enrolment: Cap the number of people who can enroll in your course or program. This creates exclusivity and a sense of urgency. Prospective students will want to enroll quickly before the course fills up. 
  3. Limited Access: Restrict access to your course or membership. Only allow enrollment during your launches and make sure people are aware that if they miss this chance they will have to wait until you next launch if they want to sign up.
  4. Limited Time Bonuses: Add bonuses that are only available for a limited time. These bonuses should be valuable enough to make prospective students act fast to enroll before they miss out on the extra benefits. 
  5. Early-Bird Discount: Reward your early customers with a special price. This is a time-sensitive offer that creates urgency and scarcity. Prospective students will want to enroll early to take advantage of the discount before it expires. 

There you have it! Five scarcity and urgency tactics that will make your online course or membership irresistible. Start implementing these tactics today and watch your conversions grow.

 

H – Hot Take

Winter’s coming… are you ready?

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Winter is coming. Still most likely to hit in 2026. But make sure you’re gathering wood.

 

 

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 

sales page conversion

A super sales page conversion boosting web app

A super sales page conversion boosting web app

sales page conversion

Dive into Amy Porterfield’s high-converting sales page layout and explore the secrets behind a super-effective sales page conversion strategy. Amy has a defined offer page layout, and I am a big fan.

Easy on-page navigation at the top. 

Very prominent Enrol Now button in the header.  

Image to the left. Headline, Subhead, and hero body to the right.

But what I really love and you should check out today is a widget in the middle of the offer page:

Look for the section: Calculate How Long It Will Take To See Your Subscribers Tick Up

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Depending on how many hours you can dedicate a week you can move the slider.

 

As you do the “You’ll be finished in” time changes.

 

As well as being a really cool web app. This is a very powerful psychological mechanism.

 

It puts the power and results of the program in the hands of the user.

 

The question is no longer will I get a result from this program.

 

The result is guaranteed. The only variable is the amount of time I put into it.

 

It also tells me that I can take the program in my own time. 

 

This is especially important as we approach Christmas.

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I also love how Amy has worded her payment plan:

  • Buy Now + Pay Monthly
  • Buy Now + Get An Extra Bonus

This is likely to save her lots of time and energy dealing with refund requests or payment plan stoppage requests and will increase her sales page conversion rate.

Sales Page Swipe Files

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Launch Newsletter Issue #00071

Hey, hey, hey, this is L.A.U.N.C.H, your “go-to” online business growth pill – easy to swallow, no bitter aftertaste, and immediate results.

 

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

lead magnet opt-in page

Not all opt-in pages need to be a work of art.

 

Especially if you are everyone’s favorite Rich Dad…..

 

…let’s take a look at Robert Kiyosaki’s crypto membership funnel.

 

Wait, did I just mention the disgusting “C” word. Hell yeah, I did.

 

And you better get used to hearing about it because 2021’s hot topic is about to resurface.

Anyway, that’s a topic for a different newsletter!

 

Robert started talking about crypto and, more specifically, Bitcoin in 2020.

 

That’s important when we come to some social proof on the sales page.

 

Robert definitely falls into the “expert” who makes money online.

 

Rather than the slick marketer who sells knowledge online.

 

As his name precedes him, he doesn’t need all the fills.

 

This is a super simple opt-in page built in Kartra.

 

3 Elements To Inspire Your Offer Page:


 

This is a basic page, but Robert hit the fundamentals –

  • Headline
  • Sub-head
  • Body + 3/4 Bullet points
  • Image
  • CTA


  • Headline

 

I love the headline “Decrypting Crypto”. 

 

Robert speaks to potential investors’ primary fear, frustration and desire. All in just two words.


  • Upside-down opt-in form

 

Traditionally, the opt-in form is below the body copy.

 

In this case, Robert keeps the form at the top of the right-hand column.

 

Looking at the page, the two big selling points are i) Robert Kiyosaki ii) free.

 

With a strong brand and clear offer, giving people the option to opt-in as quickly as possible is a great idea.

 

Something we can definitely test on our opt-in pages. 

 

Opt-in Page Swipe File


 

A – A.I. Growth Prompts

Prompt Objective:

 

To draft multiple hooks for Facebook ads promoting a lead magnet.  

 

Prompt Outline:

 

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

Your job is to craft a compelling and high-converting opening hook for a Facebook ad.

I am going to ask you to draft 10 hooks. 

 

Here is the data you need. If any required data is missing, please use your knowledge and all information available to you online to fill in the gaps.

 

[*Target Audience Description*] 

{Briefly describe your perfect fit client (e.g., dreams, goals, ambitions, challenges, desires, interests).}

 

[*Lead Magnet Title*]

{Outline the title and subtitle of the lead magnet}

 

[*Lead Magnet Main Challenge or Pain Point*]

{What is the primary challenge or pain point your lead magnet addresses for this audience?}

 

[*Emotional Triggers*]

{Identify any specific emotions (like aspiration or frustration) that your target audience might have related to their pain points.}

 

[*Common Objections*]

{List common objections or hesitations your audience might have.}

 

[*Desired Action from Ad Viewers*]

{What is the primary action you want viewers to take after seeing the ad?}

 

[*Urgency or Scarcity Elements*]

{Are there any urgency or scarcity factors (like limited time offer, limited spots, etc.)?}

 

You can choose which combination of the following elements you use to create the hook.

 

  1. Target Audience Engagement

Use the audience description [*Your Target Audience Description*] to directly address the viewers and engage them personally.

 

  1. Highlight the Main Challenge or Pain Point: 

Emphasize the primary challenge or pain point [*Lead Magnet Main Challenge or Pain Point*] that your lead magnet addresses, making it relatable to the audience.

 

  1. Leverage Emotional Triggers

Utilize the identified emotional triggers [*Emotional Triggers*] to create a deeper connection and urgency.

 

  1. Counter Common Objections: Tactfully counter any common objections [*Common Objections*] to alleviate concerns upfront.

 

  1. Clear Call to Action: Include a clear and compelling call to action [*Desired Action from Ad Viewers*] that guides viewers on what to do next.

 

  1. Incorporate Urgency/Scarcity: If applicable, add urgency or scarcity elements [*Urgency or Scarcity Elements*] to prompt immediate action.

 

Please ensure the hook is concise, engaging, and aligns seamlessly with the lead magnet.

 

Please draft it in a friendly human voice that will avoid all AI detection tests.

 

U – Uplevel Ads 

ad to lead magnet

3 Elements To Inspire Your Facebook Ads:


  • The power of questions

 

Questions work on many levels. 

 

Firstly, they engage the reader. 

 

We are conditioned to respond to questions. This is one of the great copywriting hacks.

 

If you match the questions in your audience’s head, they will instantly think you understand them and will feel drawn to you.

 

They start conversations in your audience’s head and lead them deeper into the rabbit hole.

 

“How do you begin to profit from them?” 

 

As a question, this is far more powerful than telling someone they could profit from Bitcoin.


  • Stoke the pain, promise the pleasure

 

Problem, problem, problem…..

 

But 

“It can be profitable once you understand them”

“It’s not hard once you learn the basics”

“…profit in the new world of crypto.”



Remember, an undisturbed prospect will not take action, no matter how glorious the positive upside is.


  • Make digital physical

 

If you are offering an eBook or digital product, it is always a good idea to depict it as a physical product. This may be in the form of a book or a box.

 

This makes the intangible tangible and increases the value proposition.

 

 Facebook Ads Swipe Files

 

 

N – Now Launching

Membership Sales Page Optimization

3 Elements To Inspire Your Sales Page:


  • Quick links

 

There are 15 sections every sales page should have.

 

3 or 4 of these pages are high priority. Link to these pages from the header of your sales page.

 

Make it easy for a prospect to find the information they need.

 

Always have a header link to jump straight to the pricing block so people who are ready to buy can do so quickly.

 

Then FAQ’s, pricing, success path, and your bio are all possible sections to link to.


  • Social proof

 

Remember as I said above, Robert only started talking about Crypto in 2020. 

 

His membership now has 3,500 members paying $87 per month.

 

$3.65 million a year in 3 years is a spectacular growth rate.

 

The subtle inclusion of the 3,500 members and 5/5 Star Rating is a great use of non-testimonial social proof.


  • Highlight keywords

 

Use bold and color to highlight keywords and phrases.

 

No one is ever going to read your entire sales page.

 

Make it easy for skimmers to understand key messages and points.

 

Robert does this in the headline with “Biggest Wealth Transfer”

 

That’s the dream of Crypto. 

 

Every couple of generations, there is an opportunity to get in on the ground level of something big and for the small guy to win big. (or so, the dream is sold!)

 

This is the primary promise of the membership.

 

This membership will share the tricks and hacks to create generational wealth without starting with a trust fund.

 

 Sales Page Swipe Files


 

C – Conversion Optimization

I avoided these like the plague for years.

 

Now they are some of my best-performing Facebook ads.

 

The Facebook gurus are going to hate me for this…

 

But if you want to grow your online course or membership business…

 

….you need to check these out…..

 

If you want to reduce your cost per lead and run more profitable Facebook ads, dynamic creative is a game-changer. Dynamic creative ads, give the Facebook algorithm the power to mix and match creative elements to personalize ads for and individual user.

 

Step 1: Build your copy assets. Draft 3 variations of body copy and 3 variations of headlines for your campaign. Make sure that the headlines are interchangeable with the body copy. All the normal copywriting best practices apply. Give people a compelling reason to act now. 

 

Step 2: Build your visual assets. Create 3 variations of images or videos that align with the copy and headlines created in Step 1. Your visuals should grab people’s attention so they pause for a second and read your headline. How can you stand out in a sea of sameness?

 

Step 3: Pick your dynamic combo. I’m a fan of the 3-3-2 method. We don’t want to give Facebook too many choices. Use any combo of assets in the ratio 3-3-2. 3 body copy, 3 headlines, and 2 images or 3 headlines, 3 images, and 2 body copy. 

 

Step 4: Build and launch your campaign. You will end up with one dynamic creative ad per ad set. You can have as many ad sets as you like. If you want to turbo-test your assets, you can run multiple ad sets with the same audience head to head.

 

Step 5: Track and optimize. Log into your ad account, select your campaign, open the ad set tab and then select Breakdown, and “By dynamic creative element”. This will display the results from each asset element. Create variations of the winners and repeat the process.

H – Hot Take

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SHOW UP……

 

 

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 

Membership Sales Page Optimization

Membership Sales Page Optimization: Unveiling the Strategies

Membership Sales Page Optimization: Unveiling the Strategies

Membership Sales Page Optimization

3 Elements To Inspire Your Sales Page:

 

  • Quick links

There are 15 sections every sales page should have.

3 or 4 of these pages are high priority. Link to these pages from the header of your sales page.

Make it easy for a prospect to find the information they need.

Always have a header link to jump straight to the pricing block so people who are ready to buy can do so quickly.

Then FAQ’s, pricing, success path, and your bio are all possible sections to link to.

 

Remember as I said above, Robert only started talking about Crypto in 2020. 

His membership now has 3,500 members paying $87 per month.

$3.65 million a year in 3 years is a spectacular growth rate.

The subtle inclusion of the 3,500 members and 5/5 Star Rating is a great use of non-testimonial social proof.

 

  • Highlight keywords

Use bold and color to highlight keywords and phrases.

No one is ever going to read your entire sales page.

Make it easy for skimmers to understand key messages and points.

Robert does this in the headline with “Biggest Wealth Transfer”

That’s the dream of Crypto. 

Every couple of generations, there is an opportunity to get in on the ground level of something big and for the small guy to win big. (or so, the dream is sold!)

This is the primary promise of the membership.

This membership will share the tricks and hacks to create generational wealth without starting with a trust fund.

 Sales Page Swipe Files

 

Book-a-Call Sales Page

Optimizing the Book-a-Call Sales Page for Course Creators

Optimizing the Book-a-Call Sales Page for Course Creators

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


 

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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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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

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 key pain points
  • 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:

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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4 Strategies to Increase Sales of Your Online Course

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4 Strategies to Increase Sales of Your Online Course

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!

offer page

Avoid Common Pitfalls and Optimize Your Offer Page

Avoid Common Pitfalls and Optimize Your Offer Page

offer page

Avoid common pitfalls as we dissect Marisa Murgatroyd’s offer page, providing valuable insights for optimizing your own approach.

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:

Membership Offer Page

Membership Offer Page: Mastering Irresistible Sales Copy

Membership Offer Page: Mastering Irresistible Sales Copy

Membership Offer Page

Matthew’s excellent copy follows through to his membership offer page.

DISCOVER THE 3-STEP FORMULA FOR CREATING THE COMMITTED RELATIONSHIP YOU DESERVE.

Simple and to the point. 

Promises his avatar the number 1 thing they want – a committed relationship.

Makes it sound simple – “What, there are only three steps?”

Provides a guarantee via a “formula”.

Highlights that people will get 3 free bonuses worth $447 when they sign up.

This is a great price anchor for a membership costing $69.95 per month or an annual sub costing $41 per month.

Membership Offer Page Swipe File:

SWIPE FILE – 0065 – Matthew Hussey – Membership offer page