What’s up? Welcome to the L.A.U.N.C.H Newsletter.
Think of us as your friendly neighborhood…….. geek.
We spend all week neck-deep in the bottomless swamp that is the internet. Searching for actionable steps so you can attract more leads and smash your launch goals.
But we don’t just bring you the common garden variety issues. No, the L.A.U.N.C.H Newsletter brings you the “FL” grade flawless diamond topics.
And, we break it all down into what it means for you, a course creator or a membership site owner.
Let’s dig in….
L – Latest News
New Facebook Lead Generation and Customer Acquisition Tools
Facebook is adding a range of new lead generation and customer acquisition tools.
Facebook Lead Ads are a quick and easy way to test ad concepts and launch campaigns. The best thing about Lead Ads is that people don’t leave Facebook to opt-in for your free stuff. Instead, everything happens on the Facebook platform.
As everything is on the Facebook platform, you don’t have to worry about iOS 14.5, tracking, attribution, or landing page conversion rates.
In the (very, very, very near) future cookieless world, it is a safe bet that this type of lead generation will become ever more popular.
Facebook also knows it’s in its own best interests to make it easy for people to get started and see results quickly and easily.
The new tools will help improve your lead generation management, making it easier for you to convert leads into paying customers.
They include the following:
A Quote Request option for Instagram. You will be able to add a “Get Quote” button to your profile and stickers in Stories. The upgrade will allow you to ask pre-defined questions to streamline the quote process. If you have multiple offers or levels of membership and coaching, this could be a great way to pre-qualify new leads.
Partner integrations. Lead Ads are great, but to get your leads over to your CRM, you need a tool like Zapier, automate.io, or LeadsBridge. Now you can connect your Lead Ads directly to over 600 CRM platforms. Again making your life that little easier!
Instant Forms are getting an upgrade. You will have greater flexibility in the design, personalization, and content options. This should increase your conversion rates plus gives you lots of room to innovate
(PS Every platform rewards early adopters of new ad placements with much lower CPM. Get in there early for cheap leads)
Filtering leads with Instant Forms. This has so many applications. You can use the answers to multiple-choice questions in Instant Forms to determine which leads may or may not be a good fit and filter them accordingly. This means you will be able to tailor your communication and offers depending on the answers given.
Gated content. Doubling down on the “everything on platform trend”. You will now be able to serve gated content directly on Facebook after a lead form has been filled out. This avoids the need to immediately pass the lead over to your CRM. Great if you want to test a concept or run a low-fuss campaign.
A – Awesome Swipe
Love or hate his style, Russel Brunson’s copy is always on point. This is a simple above-the-fold opt-in page for a 5 Day Challenge.
Some key takeaways:
- The countdown timer in the header instantly creates urgency.
- The attention section instantly helps people identify if this is for them and answers the question, “do I belong here?”.
- “5 Short Days” “5 days”: tells people when exactly they can expect the promised result, and “short” gives a feeling of reducing the time delay to achieving the key promise.
- “Exact Step By Step Method” provides a container for how the results will be delivered. It tells you that Russel has a process. He isn’t just making stuff up on the spot. It tells you that he has helped others do it before. It tells you that if you follow the process, you too can get the promised result.
- Russel stresses the words “For Free” twice. This is proven to increase on-page conversions. However, some people worry that it will attract a certain sort of individual that is interested in “For Free” but may not be as interested when it comes to a “For Fee” offer.
- The additional bonus here is smart. Getting an opt-in for a challenge, webinar or launch is only the starting point on the path to a sale. Once you have their email address, you have to work as hard if not harder, to get them to show up for the deliverable. Russel seeds this early in play.
Not one but two “free listing building software products” from the founder of the No.1 lead generation and sales software company in the world is a big incentive. But to get it you have to show up.
- The Call To Action (CTA) is strong and clear. The green is not a Clickfunnels brand color. You will also notice that it is a different green than is used in the logo and the countdown timer. The goal is to ensure that the CTA is unique and stands out on the page. Psychologically while green is associated with “GO” neon green is also associated with vitality and excitement.
- Subline on CTA. You will also notice the subline on the CTA. In this, Russel tells people that they need to enter their email. Some people are not eager to give up their email. So he links the giving of the email to the benefit being offered. This will reduce sign-up friction and is designed to ensure minimum drop-off from stage one of the opt-in to stage 2 of the opt-in, which is submitting your details.
U – Uplevel Ads
I promise this isn’t going to turn into a Russel Brunson super fan newsletter!
Now that you have seen the opt-in page, you might as well look at one of the Facebook Ads Russel uses to drive traffic to his 5 Day Lead Challenge.
This is what I classify as a medium-form ad. Russel and his team are fantastic storytellers and copywriters, so most of his ads are long-form, but this one gets down to business quickly.
Some key takeaways:
What would you do with an extra 10, 100 or 1,000 New Leads Per Day? I love this. He has made something that is unquantifiable specific. A wide range of people will join the challenge. They will have varying goals and dreams. They will also have varying limiting beliefs.
I usually am not a fan of casting a wide net. Specificity for the WIN! But I think this headline does a great job of appealing to a broad audience in a specific manner.
Don’t be lazy. If you use the description section, don’t just repeat the headline. It looks silly.
As the description only shows in a couple of ad formats, I have stoped using it. Sometimes I like to throw in an Easter egg but that is how I look on it.
Russell and his team crank out creatives like there is no tomorrow. It is not unusual to see 10-20 creative variations for a single ad.
They do a great job of creating curiosity in this image. “What’s under the post-it notes?” “What’s the magnet that is attracting all the leads?”
I also think the handwritten flip chart brings an element of authenticity and personal touch to the ad.
Talking about personal, I’ve found that creatives with the key person or entrepreneur, can outperform stock or non-human images. When launching ad campaigns for course creators and membership site owners, I always include at least one image or video of the key person.
A solid hook. Who doesn’t want an “endless stream of hot leads for your business”?
It could be argued that this isn’t the most imaginative hook and it certainly isn’t unique. For Russel, this is ok because he has the name and brand to carry it. For us mere mortals we may have to try a little harder.
The hook leads you into the headline from the opt-in page. When starting a lead generation campaign this is always one of the first ads I draft. The ad stats will give you immediate feedback on the effectiveness of the core promise, headline, and body copy. You can then use your ad data to optimize your opt-in.
Notice that Russel doesn’t simply list what he will talk about each day. Words like “Unlimited Leads” & “Creating Your Onepager” build curiosity and intrigue.
It is always a good idea to include links to your opt-in page in the body of your ad copy. This increases your Outbound Click-Through Rate (CTR). That’s the second critical success metric of any campaign.
All Caps is a good way of drawing attention to elements in an otherwise very plain section. Use it sparingly, however, as neither Facebook nor their users like you shouting all the time!
If you do want to add additional formatting like bold, italics, strikethrough etc. to your body copy, check out this website: https://yaytext.com/
Again, use sparingly and be aware that your formatting might not always show up.
N – Now Launching
Our friend Ryan Levesque and the Ask Method Company are in the middle of their primary Ask Method Launch. This launch leads to the promotion of their signature Ask Method Coaching Program.
At its core, this is a very simple opt-in format with a couple of very cool twists.
Headline, Subhead, Video/Image, Body Copy (+3-5 bullet points), CTA & Opt-in Form. Everything I teach people to do.
As the Quiz Funnel guy, you would expect Ryan to have segmentation options up front. The twist here is that you can see the segmentation upfront before clicking the opt-in button.
It is interesting that he has stepped up from 4 buckets to 5 over the past year or two. If you have been following Ryan you will spot that “Local Small Business” is a new target for him.
For those of us who have offline businesses too, this is something to pay attention to.
However, the most interesting element is the fact that there is a $100 fee associated with the Workshop, but they give you a discount code on the page.
I think this is genius. This allows Ryan to place a value on the training but not limit opt-ins and thus the total addressable market for his launch.
This strategy has been around for a long time in the direct marketing space, but this is the first time I have seen a big-name launcher take this approach.
Paid workshops, challenges, and launches are definitely on the rise. The strategy is easier for smaller operators to adopt, but when the revenue goal for your launch is $5m+, the thought of charging people admission is daunting. This hybrid model could be a great idea for your next launch.
C – Creator Central
If you have been paying attention, the last couple of weeks has been a variable blood bath for both Crypto and Web3.
No one ever said the road would be smooth. Look at the adoption of any new technology, whether the railroads or the internet, and you will see similar bumps and hollows.
A couple of bad months doesn’t change the fact that Web3 is here and it’s here to stay.
The question then becomes, what impact will it have on us the course creators and membership site owners?
I for one am no fan of badly drawn Apes, Punks, or Crypto Kitties. But, I believe NFTs hold the future for how creators will monetize their knowledge and experience. Specifically through utility NFTs.
Utility NFTs can provide your members with access to content and events, and they can also provide big benefits to the holders.
Whatever the financial and regulatory treatment I see them as enabling your audience to invest in you and not just gain benefit in consuming your content but getting real-life returns and the potential for upside growth on their investment.
Keep an eye on this space. Like many things, it will happen “gradually then suddenly”. The people who are prepared and ready to move at the right time will have a massive opportunity.
Starbucks have already jumped on board and launched an NFT with unique experience and benefits.
You can read all about it here:
Hat tip to corporate marketing bullshit right here:
“extend its brand’s concept of the “third place” — meaning a place between home and work where people can feel a sense of belonging over coffee.”
I lie awake all night, every night, yearning for a sense of belonging over my coffee!
H – Hot Take
“You cannot get through a single day without having an impact on the world around you. What you do makes a difference, and you have to decide what kind of difference you want to make.”
As course creators and membership site owners I believe you make a bigger difference than you will ever know.
Your course or membership isn’t just a pile of content.
It’s a safe place for people to feel at home, to feel seen, respected, connected, belonging and part of something bigger.
In an ever more divided world your vision and goals for your business will have an impact far beyond your Profit & Loss statement.
What you do matters. Keep going. The world needs you.
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