Take Your Membership Launch to the Next Level
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Crafting Powerful Facebook Ad Strategies for Free Training
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.
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.”
Facebook Ad Swipe Files
- SWIPE FILE – 0043 – Stu McLaren – Facebook Ad to Free Training
Conversion Optimization: Free Training Opt-in Page Strategy
“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.
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:
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.
Opt-in Page Swipe Files
- SWIPE FILE – 0043 – Stu McLaren – Free Training Opt-in Page
- SWIPE FILE – 0043 – Stu McLaren – Free Training Opt-in Page Pop Up
- SWIPE FILE – 0043 – Stu McLaren – Free Training Opt-in Thank You Page “Upsell”
How to structure your Pre-Launch Workshop
You know we love nothing more than a good launch around here.
And they don’t come any better than Stu McLaren’s Membership Workshop launch.
Stu’s once-a-year launch is a masterpiece.
Let’s look at the lineup for Stu’s workshop.
Part 1 – The Membership Movement (Thursday, April 4 at 3 pm ET)
- The 3 characteristics of a great membership market
- Is your market suited to a membership?
- A powerful tool to determine if your membership idea will flop or fly
Part 2 – The Success Path (Monday, April 8 at 3 pm ET)
- The simple but most important element of any membership site
- The 4 real reasons why people will join your membership
- What hooks your members to stay and keep paying month after month
Part 3 – The Membership Blueprint (Thursday, April 8 at 3 pm ET)
- Stu’s proven step-by-step for starting a low-stress, highly profitable membership
- What you need to attract the right members and keep them for the long haul
- The most important steps that can make or break any membership business
If you want to attract leads or sell stuff online, you need to pay attention to this launch.
A couple of weeks ago, we looked at Phase 1 – Launch Awareness.
Today, we’re going to look at Phase 2 – Pre-Launch Engagement.
Stu’s running with a traditional 3 part workshop launch.
Stu’s launch follows Jeff Walker’s PLF model closely with a couple of Stu’y tweaks.
If you’ve been online for over 5 minutes, you’ve probably experienced a PLF Launch.
The “explain it to me like I’m 5”, version of a PLF launch is
- Run 3 workshops over 3/7 days (Pre-Launch)
- Then make an offer for people to join your program for 4/7 days (Open Cart)
Nice and simple in theory……..BUT……
The biggest mistake I see people (even experienced launchers) make is sequencing.
Just teaching 3 random topics in your workshop isn’t going to move people to buy.
Pay attention to how Stu structures and sequences his workshop topics.
Let’s put ourselves into the shoes of Stu’s perfect-fit client.
Maybe you have an existing coaching, service, or bricks-and-mortar business.
Or maybe you are working a 9-to-5.
You know you need to make a change.
Maybe your cash flow is lumpy, or you’re sick of working 80 hours a week.
You know there is a better way to make money and live your life.
You’ve heard of memberships before, but you are not sure if they are for you.
What’s your #1 question or pain point?
Can a membership work for me? Will my idea work? Do people want it?
And that’s exactly what Stu answers in his first Workshop.
We have to meet our perfect-fit client where they are.
Stu goes all in on the big opportunity in Workshop 1.
Now, if you have bought into the opportunity, the very next question you’ll have is:
What will I include in my membership? Will people buy it? Will people stay in it?
And that’s what Stu covers in Workshop 2.
Then, finally, in Workshop 3, Stu outlines the entire process of building a profitable membership business.
So, in Workshop 1, we get people excited about the opportunity and show them it is possible for them to achieve.
In Workshop 2, we show people how they could make that a reality and help them connect with what that reality would look like for them.
Finally, we show them that we have a plan to get them from where they are today to where they want to go.
First, we’ve got to get our audience to commit to mastering the process.
Then we need to instill the belief that they can achieve the promised outcome.
And finally we demonstrate that we have a pathway to get them where they want to go.
No one does this better than Stu.
And if you want to see the master in action, so you can model his launch for yourself….
Make sure you don’t miss the first Workshop today: