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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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For daily strategies showing you how to run profitable Facebook ad and launch campaigns connect with Mícheál:

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

Craft killer content effortlessly with Stori AI!

Wave goodbye to bland and get ready to trend with style, substance, and a dash of AI magic. Get started, because making your mark has never been this entertaining!

>> 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 #00051

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

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

L – Latest News

YouTube Stories are getting kicked to the curb, but don’t worry, you’ve got alternatives.

And if you want to drive subscribers like a boss, YouTube Shorts is where it’s at. So sayonara, Stories, and hello to the future of YouTube content creation.

>>> Read more

Pinterest is taking a hilarious and innovative approach to diversifying their search and recommendations

Get insights into the practical implementation of end-to-end diversification, making your online experience more inclusive and exciting. Say goodbye to boring and hello to diverse content!

>>> Read more

Twitter has introduced picture-in-picture (PiP) video playback

Discover how this update can revolutionize your Twitter experience and potentially transform the platform into a primary source of entertainment and information.

>>> Read more

A – A.I. For Growth

A.I. Prompt of the Week

Prompt Objective: 

Over the coming weeks, I will share a complete end-to-end process of using ChatGPT to create high-converting Facebook Ad copy

Each week will build on the last. Today is: 

  • Step 1 – What Information Do You Need? 

Prompt Outline:

I want you to act as an expert Facebook ad copywriter

My product/membership is {…..}, and it helps people do {….}.

My avatar is {….}

Your job is to create high-converting Facebook ad copy that attracts and positions our audience so they are ready to buy our product.

To get started, please ask me all the questions you need answered to do your job.

Prompt Use Case

Latest A.I. Tools

Your Support team but on steroids! ChatGPT + Crisp integration

RobojinAI will be your customer service superhero, trained on all your website content, PDFs, and SOPs. Say goodbye to boring, slow responses and hello to lightning-fast, mind-blowing support

>>> Read more

Turn brain-busting content into bite-sized brilliance in the blink of an eye! 

Finally, conquer those seemingly endless videos and perplexing papers by transforming them into fun-sized educational experiences faster than a toddler devours a bag of Skittles.

>>> Read more

Turn your boring documents into an exciting adventure! 

Say goodbye to versioning chaos and tedious edits, because Macro will compare files, consolidate changes, and even automate repetitive work. So why settle for boring documents when you can Macro-fy them? Get ready to rock those files!

>>> Read more

U – Uplevel Ads 

Simple ads work too….

Here is a very simple retargeting ad from Tracey Harris.

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3 Elements To Inspire Your Ad Campaigns:

  • We do all the hard work to drive people to our launch opt-in pages with ads, but sometimes we need to remember the easy stuff. Based on the video script, “You were checking out registering for my Instagram mastery masterclass…” this is clearly a retargeting ad. Every launch should have a campaign that retargets people who visit the opt-in page but don’t register.
  • With a solid primary promise, you don’t need a complex explanation – 3 proven secrets for turning Instagram followers into paying customers.
  • [FREE] converts well. If you are offering a lead magnet, webinar, or launch workshop, always include at least one headline option with [FREE]. I’d bet good money it will outperform other similar headlines without it.

Swipe:

N – Now Launching

Today we’re diving into a launch by Tracey Harris for her Social Method Society.

The Social Method Society membership is AUD $70 (USD $45) per month with an annual payment option of AUD $700 (USD $456).

Tracey is using a 3 webinar launch strategy

This will see her repeat the same live webinar on Tuesday, Thursday, and Friday.

This can result in a very long open and complex open cart period.

A more common option is to run the 3 webinars over 2 consecutive days.

This compresses your open cart period and keeps your email strategy simple.

Tracey is using the Demio platform to deliver her webinars which gets a big thumbs up from us.

Here is a link to Tracey’s offer page:

https://tracyharris.co/join/ 

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3 Elements To Inspire Your Ad Campaigns:

  • I love the headline structure – Why you are struggling to do {TASK} and {DESIRABLE OUTCOME}, and what to do instead. The copy and structure of the opt-in page are heavily influenced by Russel Brunson. 
  • “3 Secrets” is directly from Russel’s Perfect Webinar playbook, and the mechanism works. The number 3 is magic in marketing. It is the number of points we can hold in our heads and remember. 3 seems manageable and definitive, but there is enough “value”. It also gives the person opting in confidence that even if they are doing one or two of the points, there is still value in attending.
  • Nice use of the “Minus the overwhelm, anxiety, fear and wasted time” We normally see this as part of the headline formula “Get {Primary Desire} Without {Primary Frustration}. It’s a nice addition here as a stand-alone line.

 

Swipe:

C – Conversion

Ready to take your Facebook ad campaigns to the next level? 

You might be writing great ad copy, but are you writing copy that CONVERTS? 

Today, I’ll share my top secrets to writing irresistible ad copy that drives conversions for course creators and membership site owners! 

Here’s the deal. Writing ad copy that converts is about tapping into your audience’s deepest desires and fears.  I’ll show you how to craft ad copy that grabs attention, speaks to your audience’s pain points, and inspires action.

Step 1: Focus on the BENEFITS. Your audience doesn’t care about your product or service, they care about what it can do for them. Identify the main benefits of what you’re offering and use them to craft your ad copy.

Step 2: Nail your UNIQUE SELLING PROPOSITION. What sets you apart from the competition? Why should someone choose YOUR course, membership or lead magnet? Highlight what makes you different and emphasize it in your ad copy.

Step 3: Use EMOTIONAL TRIGGERS to grab attention. Fear, scarcity, urgency, and curiosity are all effective triggers. Use them to write copy that will resonate with your audience and inspire action.

Step 4: Write in a CONVERSATIONAL TONE. Your audience is more likely to engage with copy that sounds like it’s coming from a friend, not a marketer. Use “you” and “I” instead of “we” and “our” to make your copy more personal.

Step 5: Keep it SIMPLE. Avoid using technical jargon or complicated language. Your audience should be able to understand your ad copy without having to think too hard.

Step 6: TEST, TEST, TEST. There’s no one-size-fits-all solution to writing ad copy that converts. The best way to find what works for your audience is to test different variations of your copy.

BONUS TIP: Use SOCIAL PROOF to build trust. Share testimonials or statistics that prove the effectiveness of your product or service.

ANOTHER BONUS TIP: Don’t forget the CALL TO ACTION. Make it clear what you want your audience to do next. Whether it’s to sign up for your lead magnet, launch, or program, include a clear CTA in your ad copy.

Writing ad copy that converts is all about tapping into your audience’s desires and fears, focusing on benefits, nailing your unique selling proposition, using emotional triggers, writing in a conversational tone, keeping it simple, testing, and using social proof and a clear call to action.

H – Hot Take

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Still think code and capital will get the job done…… but, if you have the audience, you can get the other two!

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 #00050

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

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

L – Latest News

YouTube is shaking things up with 30-second unskippable ads on connected TVs

Say goodbye to those pesky 15-second consecutive ads and hello to longer, ‘richer storytelling’ that viewers at home will totally love. Plus, YouTube’s AI will help you find the perfect ad format to reach your campaign goals.

>>> Read more

OpenAI just dropped the ChatGPT iOS app, bringing all the AI-powered chatting goodness to your fingertips!

Sync your conversations, talk hands-free with voice input (although it might glitch a bit), and feel fancy with a more user-friendly interface. So, grab your iPhone, download the app, and start chatting like a boss.

>>> Read more

Montana takes a swing at TikTok, becoming the first state to ban the app

The Chinese-owned platform is shaking in its short-video boots as it faces off against cowboys and comedians in a wild showdown. Will Montana’s ban stand up in court? Stay tuned for the TikTok legal showdown!

>>> Read more

A – A.I. For Growth

A.I. Prompt of the Week

Prompt Objective: 

Ask ChatGTP to request all the information they need to undertake the task that you ask them to complete.

Prompt Outline:

I want you to act as an expert {…profession or field…} 

In a while I am going to ask you to do {..task..}. 

Before I do I would like you to ask me all the questions you need to do your job. 

Prompt Use Case

  • Every time you are running a new prompt and are unsure what data ChatGPT needs to complete the task. 

Latest A.I. Tools

The SEO Swiss Army Knife that’ll have you saying “Sayonara, competitors! in minutes.

Why settle for mediocre rankings when you can skyrocket to the top? Seodity’s powerful features let you outsmart your competition and attract organic traffic like a boss.

>>> Read more

Get your video and audio content to speak volumes with Exemplary’s AI-powered magic

Say goodbye to mind-numbing transcriptions and hello to prompt-driven brilliance that’ll make your audience laugh, cry, and wonder if you secretly hired Shakespeare’s AI cousin.

>>> Read more

Get ready to conquer the web with effortless style!

Say goodbye to hours of frustration and hello to kickass websites, all courtesy of Dora’s prompt-powered magic. Get your site up and running faster than you can say “HTML who?”

>>> Read more

U – Uplevel Ads 

Let’s dive into a simple front-end funnel for Chalene Johnson.

InstaClub Hub is Chalene’s low-ticket always open offer

The primary promotion method is a $7 for 14 days, then $47 per month offer.

This is an excellent approach to create urgency and a deadline for an open membership.

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3 Elements To Inspire Your Ad Campaigns:

  • A strong opening hook is vital. The job of the hook is to capture your attention. If you are interested in Instagram, discovering the secrets of the big influencers will immediately reel you in. There are many types of hooks: pattern interrupts, questions, problem solution, curiosity, controversy, fun/clever, story, and value. Experiment with them all and see what works best for you.
  • After the hook, Chalene answers two big objections – I don’t have time, and the Instagram algorithm changes all the time. Your audience has objections. It may seem counterintuitive but if you don’t tackle their objections openly they won’t take action. The trick is to turn their objections into the reason why they must do what you are asking. In this case – the algorithm is always changing – That’s why we give 1 hour LIVE training every other week.
  • Clever use of the video cover screen. The video is entertaining and has lots going on to keep your attention. The most interesting thing about the video is how they position the frame with the social proof. This frame plays 85% through the video but they have also positioned this as the cover screen which means that’s the still image people will see.

Swipe:

N – Now Launching

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3 Elements To Inspire Your Ad Campaigns:

  • A headline doesn’t get much clearer than this – Convert More Followers into Paying Customers and Build Your Business on Instagram® (All In Just 5 Minutes a Day!). It’s specific, it promises you’ll make more money, it speaks to a desired outcome, and it promises you’ll get all that in 5 minutes. How simple and beautiful.
  • Countdown timers create urgency. Everyone who lands on the page gets 10 minutes. Nothing happens after the countdown timer expires. 95% of people will never question it but will feel the pressure of the ticking clock. Makes sure all your promotions have deadlines that drive urgency.
  • A $7 dollar 14-day trial fits this offer well. Everyone will get a live call which if they attend I’m sure they will keep their membership. $47 per month is under the purchase and forget about the threshold. Many people will keep memberships like this on hand as an insurance policy just in case they need it in the future. I am not a big fan of free trials as it attracts tire kickers but tripwire-level flash sales are a good idea to test.

Swipe:

 

C – Conversion

Want to grow your online business… 

…but you’re tired of wasting money on Facebook ads

Here are 3 beginner mistakes you MUST avoid to succeed. 

Do you struggle to attract leads and make sales with Facebook ads? Don’t worry, you’re not alone! Many beginners make the same mistakes that cost them time and money. But fear not! I’m here to share the top solutions so you can kickstart your online business growth today!

Mistake 1: Forget what you’ve heard about targeting! Today’s Facebook ad strategy is all about broad targeting. Give Facebook’s AI a larger pool of people to pick from, and you’ll get better results.

Mistake 2: Experiment with multiple ad variations! Don’t limit yourself to just one ad when launching a campaign. Instead, create 3-4 ad variations for each Ad set. I like 2 copy variations and 2 image variations to start with 

Mistake 3: Choose the right ad objective! For lead generation, use the conversion objective to drive high-quality leads to your opt-in pages. Avoid using the traffic objective, which will drive low-quality traffic that doesn’t convert.

Now you know the top mistakes to avoid when getting started with Facebook ads. But guess what more knowledge won’t build your business. It’s time to take action and kickstart your online business growth today! 

H – Hot Take

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Still think code and capital will get the job done…… but, if you have the audience, you can get the other two!

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 #00043

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

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

L – Latest News

Google just launched a new Ads Transparency Center

With this new hub, you’ll be able to learn all about the ads you see on Search, YouTube and Display. So, if you’re curious about the ads you’re seeing, check out the Ads Transparency Center today!

>>> Read more

Twitter’s messy attempt to wind down its legacy verified program has resulted in chaos

Legacy verified accounts don’t appear to have started disappearing yet, and technical challenges may prevent the quick removal of blue ticks at scale.

>>> Read more

Want to know how to double your audience on YouTube?

If you want to see outsized returns on your YouTube channel, check out this blog post and learn how to make the most of Shorts. It’s time to rock and roll!

>>> Read more

A – A.I. For Growth

Create a stunning website in just 20 seconds

It’s like having a personal web designer in your pocket, without the snobby attitude and expensive fees. So why settle for a mediocre website when you can have a killer one in just a few clicks? Give it a try and unleash your inner digital Picasso!

>>> Read more

Turn you into a content-creating machine faster than you can say ‘viral’.

With its powerful AI-generated content curation and engagement tools, you’ll be churning out content that’s so hot, your followers won’t know what hit ’em! Get on board with Replix AI and watch those likes and followers roll in like a digital tidal wave!

>>> Read more

Turn your ideas into a success story in a minute

With AI-powered content creation, SEO optimization, and basic analytics, you’ll have a beautiful landing page in just 60 seconds! Give it a try and start building that empire today! It’s free, it’s simple, and it’s waiting for you

>>> Read more

U – Uplevel Ads 

Cool strategy this week from Stu McLaren. You may remember a couple of weeks agao I shared ads for his upcoming annual launch of The Membership Experience. 

If you are interested in experiencing a top level launch or you want to learn about growing an online membership I would strongly recommend you register for the this workshop. Sign up for Stu’s free Membership Guide here and you will join the launch.

Anyhoo, I was looking at how Stu’s ad strategy was evolving and I came across a little gem.

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 3 Elements To Inspire Your Ad Campaigns:

  • Make Your Ads Valuable: Not alone does Stu do an excellent job of teasing the value of registering for the FREE training. He shares two funnels in the ad itself. But he doesn’t go into detail. He shares the snappy name, and then he demonstrates how people applied the strategy and the results they have achieved. This makes the promise of the lead magnet real, concrete and specific without making it sound sleazy or you’re making stuff up – “How to make 6 figures a month in less than a year”
  • Make Your Clients The Hero Of Your Story: Sharing your client’s success stories will instantly build your authority without sounding big-headed. This shouldn’t be something you only think of when you start to write your ad copy. Instead, you should be continuously recording and refining your client success stories. Your goal is to build a database of success stories to pull from when the need arises.
  • Keep Things Simple: 9 funnels are a lot. Your audience could flip quickly into overwhelm. But Stu does something brilliant at the end of the ad. He simplifies it. “But here is what I want you to do. Watch the video, then pick just ONE.” This flips any possible overwhelming to – “Surely 1 of the 9 funnels will definitely work for me.”

Swipe:

N – Now Launching

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

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

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

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

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

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Immediately after opt-in, people get an “upsell” to the free launch Workshop.

Even if they don’t take the follow-up CTA to save their seat on the Workshop, they will be added to the launch list and receive the launch email sequence.

One of the keys to pulling this strategy off is ensuring that the immediate freebie is closely aligned with the workshop topic. If you are interested in Funnels to grow your membership, you will also be interested in this Workshop.

Free Immediate Gratification > Free Delayed Gratification works on the same principle as Freebie > Mini Product. It takes resources to pull it off, and there is a chance that the conversion rate to the product being sold is lower; however, it should result in a lower cost per lead.

Swipe:

C – Conversion Psychology 

Facebook ads causing headaches? 🤬Tired of your ads being ignored? 😩 Let’s talk CTR: the metric that shows how clickable your ads are! 🖱️ Discover why it’s important, what it tells you, & how to boost it! 🚀

CTR = Click-Through Rate. 📊 It’s the % of people who CLICK your ad after seeing it. Higher CTR = more people engaging with your content! 🤯 But wait! Don’t be fooled by CTR alone. Always look at it alongside other metrics like conversions & CPC. 🧐 Let’s dive in!

CTR is a window into your ad’s effectiveness, particularly your copy & design. 🖼️ A low CTR? Your ad is not interesting to your audience. Time to tweak, experiment, & optimize to make your ads impossible to resist! 🎨

⚡ TIPS to increase CTR:

  1. a) A/B test! 🧪 Experiment with headlines, ad copy, images, & CTAs to find the winning combo.
  2. b) Focus on ad relevance. 🎯 Speak to your audience’s needs & desires to grab their attention.
  3. c) Use powerful visuals. 📸 Eye-catching images & videos can make your ad stand out.

⚠️ BIG MISTAKE: People often chase high CTRs without considering the bigger picture. 🖼️ High CTR doesn’t always mean high conversions. 🔑 Always track your ultimate goal (sales, leads, etc.) to ensure your ads aren’t just getting clicks, but also bringing RESULTS! 📈

RECAP: CTR is a vital metric for Facebook ads. It reveals insights about your ad copy & design. To boost CTR, test your ads, focus on relevance, and use striking visuals. 🌟 But remember: don’t get lost in CTR alone—keep your eye on your ultimate goal! 🎯 #CTRSecrets

H – Hot Take

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Show don’t tell….

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 #00042

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

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

L – Latest News

Want to know what the cool kids are listening to these days?

YouTube’s got you covered with their latest ad offering that targets Gen Z based on the songs they’re vibing to. So, if you want to stay hip and connect with the youths, check out YouTube’s latest ad offering.

>>> Read more

If you advertise on Reddit, these updates will save you time, effort, and a few headaches.

The platform has just dropped a handful of new features for its Ads Manager, including automated ad creation and multi-currency support. Plus, you can now easily find targetable communities and analyze ad activity over a full year.

>>> Read more

Want to enhance your business page visibility, engage your audience, and streamline your hiring process?

LinkedIn has rolled out four new updates for business pages, including scheduling posts up to three months ahead, live audio-only conversations, automatic job posting, and following pages as a page. Don’t miss out on these innovative features that can take your LinkedIn marketing efforts to the next level.

>>> Read more

A – A.I. For Growth

Want to monetize your tweets and turn your hot takes into cold hard cash?

Look no further than Hypefury, your own personal assistant to help you grow your audience, build your email list, and sell more products. With the best techniques used by Twitter OG’s, you’ll be a social media mogul in no time!

>>> Read more

Are you tired of staring at a blank screen, struggling to come up with new ideas?

Word Spinner is here to save the day! With just one click, this AI-powered software can rewrite any sentence or paragraph in seconds, freeing up your time to focus on the important stuff. So, give your brain a break and let Word Spinner do the spinning for you.

>>> Read more

Multi-task like a pro and never miss out on the latest news and gossip.

This app lets you turn your reads into podcasts so you can listen to them on the go. So ditch the reading glasses and download this app today – your ears will thank you!

>>> Read more

U – Uplevel Ads 

It’s fight night, and the Mr Miyagi of the launch world has stepped into the ring, “Let’s get ready to rumble!” Jeff Walker is warming up for a fascinating 3 phase launch process. 

More on that in the Now Launching segment, but let’s dive into one of Jeff’s Facebook Ads.

This ad is driving people to a registration page for, yes, you guessed it, a 3-part workshopCountdown To Launch – Free 3-Day Live Challenge.

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3 Elements To Inspire Your Ad Campaigns:

  • Join the conversation: Jeff immediately joins the conversation in people’s heads. “If you’ve been sitting on a great business idea…. But have no idea if people will pay for it or not”. A lot is going on in this one sentence. Jeff hits a pain point. So many people want to start a business and believe they have a great idea but don’t know what to do next. Jeff shows that he understands his audience by voicing inner feelings, thoughts and conversations his audience is having. Jeff also calls out their big challenge. Even if my idea is good, how will I get people to pay for it?

  • Take A Counter Intuitive Stance: Next, Jeff builds interest by introducing a “crucial” (hidden, secret, missing) step. This step will bring you from where you are stuck (idea phase) to your dream state (profitable business). But it’s not what you would expect. It’s what makes people “BELIEVE” in a product or service. To an aspiring entrepreneur, this opens up a host of new opportunities. It wasn’t that their idea was wrong. They just hadn’t found this secret sauce that would make people believe in their product and buy it. This is why they failed before. This is why it will be different this time.

  • Tackle Objections: “If you’ve got an idea for a transformation product, program or course, you don’t have to have an MBA, wait for the “perfect” time, or have a flawlessly polished offering” What holds people back the most are feeling like they need to learn more or now is not the right time, or they need things to be perfect. It’s the exact same for your audience. Call this out but the key is to tell them what the magic antidote is to help them move forward with confidence. 

3 Elements We’d Test:

  • Simplify The Language: “then I’ve got exactly the key information you’ve been missing” Sometimes, we feel the need to stack adjectives and adverbs into our copy. Often this can detract from our message and lose our audience. It would be interesting to see if “then I’ve got the critical information you’ve been missing”. It’s only a change of two words but sometimes that can have a big impact on results.
  • Simple URLS: The URL’s in the body copy are very long and complex. https://productlaunchformula.com/PLFLive2023/challenge/. It would be interesting to test if the url https://productlaunchformula.com/challenge/ performs better. The less unnecessary information we give our audience to process, the higher the conversion rate. It could be that Jeff wants to pre-introduce PLFLive through the url, but that may be trying to be too smart. Goal #1 is to get people off Facebook to your landing page.
  • Formatting: This is something small but it still plays into the vision your audience creates of you. Make sure to review your ads before they go live. We can see the url in the middle of the ad has fallen off its bullet point. This will have a tiny impact on conversion rates if any but it is still worth noting. Make sure to review your ads before you hit publish. After doing all the work sometimes all you want to do is hit that publish button and go live but always stand back. Take a mental break and come back to review your ad copy and creative later with fresh eyes. You’ll be surprised what you’ll pick up. (PS. Deliberate mistakes and errors can result in higher conversion rates. It’s a risky strategy and one I would only attempt after every other avenue was explored!) 

Swipe:

N – Now Launching

So onto Jeff’s launch strategy. Jeff is running a 3-Part Challenge as a pre-launch for PLF Live.

At PLF Live, Jeff will offer Launch Club. 

This makes Countdown to Launch a pre-launch for the pre-launch of Launch Club.

The structure is as follows:

(JV, FB Ads, Email) > Countdown to Launch Opt-in > VIP Upsell ($47) > PLF Live ($397) > Launch Club ($12,000)

3 day live events are the #1 way to sell high-ticket programs. Since COVID forced people to move there events online, people across the board are seeing significant decreases in event costs, increases in events registrations and high conversion rates to their in event offers. 

The three primary methodologies for launching a virtual live event are webinar series, challenge or multi-part workshop.

Jeff is rolling out a multi-part workshop….but here is the interesting part. He isn’t just doing it once. He is delivering the workshop live and then rolling out a recorded version of it each week for 3 weeks up until PLF Live. 

This gives plenty of opportunity for his JV partners to pick the most opportune time to email and his team time to scale their Facebook Ad campaigns.

Here is an above the fold screen shot of the opt-in page.

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3 Elements To Inspire Your Opt-in Page:

  • Follow the proven model: There are 5 key above-the-fold components of an opt-in page. Headline, Subhead/Prehead, Image, Body Copy, CTA. Not alone is Jeff following the proven model structurally. He is following it from a copy perspective too. Free is used twice (Prehead & CTA). Clear primary promise (Launch Your Online Course, Member Ste, or Coaching Program). Make it feel easy (3 simple steps). Then the body copy backs up your claims and provides evidence as to how people will achieve the primary promise of your headline. Deviate from this model, and you risk a much lower conversion rate.

    • Make it easy: People are busy. They don’t read your copy. They scan it. I love how Jeff has highlighted key phrases and sentences using bold. This helps people take away 80% of the message in your copy at a glance without reading all the words. This is one of the reasons I love bullet points. Bullet points force you to say what you want to say concisely. They also draw the reader’s attention to the points and force them to slow down.

  • Mobile optimization: Below is a screenshot of the mobile version of the opt-in page. If you are running ads 60%-80% of your traffic will come from mobile. If you’re driving email traffic, your mobile percentage might be a little lower, but it will still make up over 50%. Look how Jeff moves the opt-in button up directly below the headline to make sure it shows up above the fold. If you download the pdf of the mobile opt-in page you will also notice the image has moved to the very bottom of the above-the-fold section from the desktop version. There is nothing worse to arriving on a mobile opt-in page and being hit with an image that takes up 75% of your screen. Ain’t no one got time to be scrolling past images on their mobile! 

 

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Swipe:

C – Conversion Psychology 

🔥Struggling with Facebook Ads? 🤔 High costs draining your budget? 💸 Cost per lead and acquisition through the roof? Well, it’s time to talk CPM! 🦸‍♂️ Discover why it’s crucial, what it tells you, and how to reduce it to make more sales for your online course or membership.

CPM = Cost Per 1,000 Impressions. It’s the 💰 you pay for 1,000 people to SEE your ad. Lower CPM = more bang for your buck! 🎯 CPM reveals a LOT about your ad’s performance, like your copy, creative, & audience. 🎨 Keep reading to learn how to optimize for a lower CPM! 🛠️

High CPMs often indicate problems with your ad’s copy, visuals, or audience targeting. 🔍 To improve your ad’s performance and reduce CPM, you need to dig deeper, experiment, and pivot until you find the right mix. 🧪 Keep reading for practical tips! 💡

💡 TIPS to reduce CPM:

  1. a) Test, test, test! 🧪 Copy, visuals, headlines: all need tweaking & refining.
  2. b) Scale up your audience. 🎯 Broad targeting = lower CPM.
    c) Analyze your competition using the Ad Library. 🕵️‍♀️ Learn from their copy & creative

Applying these tips can lead to a significant drop in your CPM and a surge in conversions. 🌊 It’s all about finding the right balance and delivering a message that resonates with your target audience. 🎯 Keep refining your strategy, and watch your results improve! 📈

RECAP: CPM optimization is a game-changer. 🔑 It tells you about the quality of your copy, creative, and audience. To reduce CPM & boost sales, test your ads, and make your copy relevant to your audience.  Apply these tips, and watch your ad performance skyrocket! 🚀 

H – Hot Take 

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It was hot…..I took it…..

Sometimes you need to relax, unwind and feel the sand between your toes!

 

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 #00041

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

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

L – Latest News

Meta is cashing in on the blue checkmark craze by rolling out Meta Verified

If you’re curious about Meta’s new offering, read on to find out how it works and what you get for your monthly fee.

>>> Read more

Meta says “adios” to digital collectibles for now

So read on to find out which companies are still NFT-crazy and which ones are breaking up with the trend faster than you can say “blockchain.”

>>> Read more

Are you tired of getting search results that leave you wanting more?

Well, Bing is here to chat! Bing Chat answers are replacing some of the answer boxes in search results, giving you the opportunity to ask more questions and get more personalized responses.

>>> Read more

A – A.I. For Growth

Create killer video scripts in a matter of minutes

And the best part? You can start for free, no login or credit card required. So quit stalling and start creating killer content today!

>>> Read more

Tired of spending hours crafting personalized LinkedIn invites that never get a response?

You can now sit back, relax, and watch the connection requests roll in.So, ditch the copy-pasting and start landing those connections today.

>>> Read more

Transform any text into a 100% human-sounding voiceover

And with the ability to choose from normal, joyful, or serious tones, your videos will never sound bland again. Plus, it works in 24 languages and with any video creation software.

>>> Read more

U – Uplevel Ads 

When the elite marketers discuss the greatest direct response copywriters of all time there is one name that comes up every time – Brian Kurtz.

Brian ticks all the boxes. He has penned masterful campaigns that have generated billions in revenue for clients. Built an iconic publishing company to over $150 million. And, now teaches his timeless fundamentals to others spawning the next generation of direct response copywriters.

Many years ago Brian bought the rights to one of the most influential copywriting books from his mentor and friend Eugene Schwartz. Brian has incorporated this famous book intp a front end funnel for his copywriting course and mastermind.

Let’s dive in and take a look at two of the ads for the book funnel.

Ad Version 1 – Short Form

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Ad Version 2- Short Form

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3 Elements To Inspire Your Ad Campaigns:

  • Know Your Audience: These ads are targeted at a narrow segment of marketers. They are people who are at least aware of Breakthrough Advertising, Eugene Schwartz, the power of copywriting and another copywriting G.O.A.T. Gary Halbert. It is unquestionable that this narrow targeting makes these expensive ads to run so if you are adopting this strategy you better have a funnel that works and some high ticket items to seel on the back end.
  • Leverage Social Proof: Both ads make use of testimonials or quotes from reputable figures to establish credibility and trust. In Ad 1, it’s the claim that Breakthrough Advertising is one of the most important books ever written in its field. In Ad 2, it’s a quote from the late Gary Halbert, a renowned copywriter. To apply this technique to your own ads, consider including quotes or testimonials from experts, influencers, or satisfied customers that relate to your product or service.
  • Create a Sense of Urgency & Scarcity: We can break the CTA into 3 sections “Click the button below” “today” “and get it at the lowest price available”. Not a sylable is wasted. The first part tells people what to do. The section part tells them exactly when they should do it. The third part gives them a resons to do it. This creates a sense of both urgency and scarcity, which can motivate potential customers to take action. For your own ads, consider incorporating phrases that prompt immediate action, such as “limited time offer,” “act now,” or “before the promotion ends.”

3 Elements We’d Test:

  • Creative Mix: Both the ads feature video creative. Video is a phenomenal conversion booster but only when it has been refined and tested. Early in a campaign often images will produce a higher conversion rate. One way or another its always a good idea to have a mix of video and images. Different people respond favorably to different creative mediums.
  • Widen The Audience (a little): Very few marketers will spend $125 dollars (or $199 for the plus bundle) on a book. As a result the ads should appeal to a very select audience. If we were running the ads we would expand the appeal of the ads to a slightly wider audience. As the copy stands if you haven’t heard about Breakthrough Advertising, Eugene Schwartz or Gary Halbert the ad won’t resonate with you. This is a deliberate strategy. Potentially there are people willing to purchase the book outside this very knowledgeable audience. It is at least worth a test.
  • Include Transformation: If we were testing a broader audience it would be important to expand the copy and introduce an element of transformation. What will a copywriter experience once they understand and can apply what they have learned in Breakthrough Advertising? How have the lives of Brian’s previous customers changed once they implemented Breakthrough Advertising principles. If someone is “Your Solution Aware” you can be direct. If they are only “Problem Aware” or “Solution Aware” then you have to provide more evidence for them to elevate them through the stages.

Swipe:

 

N – Now Launching

This is an absolute beast of a sales page. A true masterpiece of direct response copywriting. Do yourself a favor and flip through the page here.

Below is an extract featuring the above the fold section:

Book Funnel – Sales Page – Above The Fold

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3 Elements To Inspire Your Sales Page:

  • Top Menu: Having a site wide menu on a sales or opt-in page is a big no no. But, when you have a long sales page with lots of sections it is smart to provide internal anchor links to key sections on the sales page. It makes it easy for potential buyers to find what they are looking for. 
  • Social Proof: The big claim (the most important book ever written….) is backed up by a simple testimonial from another big name Ramit Sethi. Brian goes counterintuitive with the testimonial copy. “Be warned: This is an extremely dense read…but beneath the verbiage are profound insights that have stood the test of time.”   Normally it is a negative to tell potential customers that what they are about to do is difficult. But considering Brian is targeting a very select group of elite marketers I think this is smart. He is appealing to people who value intellectual prowess. Triggering them to buy to prove they are more intelligent than Ramit.
  • Exit Intent Pop-Up Opt-in: Facebook doesn’t like sending their users to a page with an exit intent pop-up but Brian seems to be getting away with it. When you go to exit the page a pop-up displays offering you a free chapter from the book. If an exit intent pop-up doesn’t have a massive impact on your CPM or Campaign delivery then this is a smart strategy. If you were sufficiently interested enough to visit the sales page you are going to want a free chapter. This gives Brian an opportunity to get you into a dedicated sales email sequence.

Swipe:

C – Conversion Psychology 

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.

H – Hot Take

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Craft and protect your beliefs at all costs….

 

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 

5 Ways to Use Stories to Sell Your Course Online

5 Ways to Use Stories to Sell Your Course Online

5 Ways to Use Stories to Sell Your Course Online

5 Ways to Use Stories to Sell Your Course Online

Long before Facebook ads and email… 

..in small tribes, elders would share stories around the fire.

It was how knowledge was shared and relationships built.

We have evolved, but storytelling is just as important today.

Here are 5 ways you can use stories to grow your online business.

  1. Make your clients the hero of your stories. Outline the challenges they faced, how they overcame them (with your help) and how their life is now different. You will get far more credit using this approach rather than shouting about how great you are.
  2. The Hero’s Journey framework is used by many hit movies. You can use it to craft compelling stories for you and your clients. The hero is called to adventure, meets a mentor, crosses a threshold and faces challenges, wins the battle and returns reborn called to help others.
  3. You need structure if you are going craft a compelling story that draws people in. Here are seven of the key elements: the hook, the premise, the characters, the inciting incident, the rising action, the climax, and the resolution.
  4. Some story models you can use are: before and after, overcoming obstacles, expert journey, case studies, behind the scenes. The key is to make sure your story is relatable, honest and authentic to your audience.
  5. For a story to be gripping the stakes need to be high. The best stories get to a point of conflict quickly. Create tension and drama to draw your audience in get them invested in the outcome. The best stories are the ones which your audience can see themselves in. 
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