The 90 Day Business Booster Plan
Build Your Audience, Promote Your Content
& Have a Profitable Mini-Launch
I've spent the last 3-months working with students in my new Membership, Not Your Average Membership, and we've walked them through a process to start building their list, engaging that list, and making offers to that list.
Today, I thought I would share the signature process that we have people go through to get these kinds of results...
“My leads increased 40X! In 3 weeks of running Lead Gen Ads to my same freebie, I got 1001 leads! (and still growing!)”
“$38 (US) and 159 subscribers. This is the biggest win I have had in months!”
“444 leads for 44p a lead in 11 days”
The concept is simple...
We recommend that if you're ready to infuse your business with new leads and customers, that you commit 90 days to doing the following...
Grow your email list to 500+
Engage Your Email List With an Onboarding Sequence
Make an offer for a low ticket product to your audience
The goal is to simply grow an audience, get them excited about your coming offer, and then - we'll make the offer!
So, here's how we do it! (And this is what we regularly use internally to fill our membership, coaching program, and low ticket products!)
Day 0 to 30: Create a Lead Generation Ad (to a Freebie)
In this post, I won't go in-depth into creating your freebie. But instead, focus on the concept of how we've changed our lead generation approach in 2021 and into 2022 for Facebook Advertising.
See, up to this point (pre iOS14), we always recommended using conversion ads.
Conversion ads are where you drive traffic to a landing page on your website (or on LeadPages, Kajabi, etc.) And now we recommend using "Lead Ads.”
Lead Ads actually collect the leads ON FACEBOOK without asking the user to leave the site to share their name and email.
When they click on an ad, they are sequenced through a series of form pages that looks like this:
These work VERY well because:
Facebook rewards you with a lower cost for letting people stay on their platform
It's a much lower barrier to entry to get people to opt-in (less to read, faster to opt-in, etc.)
And on the final page of the form, you can send people anywhere you'd like...
For example, we have clients that...
Send people to their YouTube channel to increase subscribers
Send people to their Instagram to follow them on Instagram
Send people to a Low Ticket Offer to get them to purchase something and become a customer
Send them to a Facebook Group to grow their engagement
And all for a MUCH lower cost than Facebook Conversion Ads.
But if people are opting-in on Facebook, are the leads quality?
Here's my logic...
Yes, there will be people that opt-in using their Facebook email or a spam email - that is going to happen (and it happens even with conversion ads).
BUT
We tend to see 40-60% LOWER costs with Lead Ads than we do with conversion ads.
And we still see GREAT open rates and engagement rates.
The reality is 50% of people are NOT going to provide bad email addresses, and even if 20% did, your cost is still lower on the quality leads.
It's a cost-benefit analysis that you have to consider.
I personally believe it's better to get MORE leads and clean your list regularly than to get fewer leads and pay more for them.
Your Goal? 400-500 Leads...
I recommend that you shoot to generate 400-500 leads over 30-60 days...
That may sound like a lot, but it really breaks down to about 10 leads/day.
Depending on your niche, that could be a few dollars to twenty dollars a day on ad spend.
I know it can be a little daunting to invest in Facebook Ads before you see a return, but here's the reality:
It's hard to sell an offer when you have no audience, but it's much easier when people are already connected to you.
Running a lead generation ad means that you're growing your email list and building your audience so that when we develop an offer in a few weeks - you have people you can promote it to.
How to run Lead Generation Ads...
Lead Generation ads are fairly simple to run because everything happens ON Facebook. So you don't have to worry about any of the changes that have come with iOS 14...
That includes worrying about tracking, your pixel, and domain verification.
When you click "create" inside the Facebook Ads Manager, all you have to do is choose Lead Ads.
That will walk you through the steps required to run your lead ad, including creating the form that I referenced above.
When it comes to where to send traffic AFTER they fill out the form if you're just getting started, I recommend sending people to follow you on your social media platform of choice.
For us, that's Instagram.
The reality is that in a few short weeks, you can add HUNDREDS of people to your email list - we've had dozens of students do it from our membership and bootcamp. It's been amazing to watch!
If you'd like a step-by-step walkthrough of writing, creating, and setting up lead ads - we do have a prerecorded bootcamp that we hosted that teaches you EXACTLY how to do it.
You can get the recordings of the bootcamp for $25 - right here.
The bootcamp is the fundamentals of lead generation ads - and the results people have gotten with their ads in just 5 short days are phenomenal...
If you want to check out the bootcamp for $25, just click here to learn more...
day 31-60: Create Your New Subscriber Sequence
I find many people miss with their new subscribers because they send them their welcome email with the freebie, and then they simply put them on their newsletter list.
This is a missed opportunity because new subscribers are actively looking for a solution to the problem they opted in for.
That means this is a prime time to send them a series of emails that warms them up to an offer or gets them on the waitlist for a future launch.
I recommend setting up a series of (5) emails that warms them up and showcases some of your free content to encourage your new subscribers to engage.
The Simple Welcome Sequence...
The welcome sequence is actually very simple...
I recommend you write the following (5) emails and send them out each day for the first 5 days they are a subscriber...
The Opt-In Delivery
The first email of the sequence is where you deliver the freebie they signed up for, but it's also an email where you tell them what to expect and ask them to take immediate action.
If you're going to be emailing them regularly with a podcast or a blog - let them know that for the next few days, you'll be sending more information around the freebie and that you will then start sending a regular newsletter.
It's also the time to ask them to follow you on socials, join your Facebook group if you have one, and if you have a product, you can link them to a sales page or waitlist for it.
The Value Bridge
The value bridge is where you connect the freebie you sent out to a piece of content you already have created (or will create) related to that topic.
For example - we had a freebie around launching with Facebook Ads - and in this email, we linked to a podcast about the big changes coming to Facebook Ads in the coming year.
The goal is to get them to...
Click on something in your email to help with your deliverability rates
Engage with some of your free content to start building trust and connection
This email is going to have a high open-rate, so make sure to link them to something REALLY juicy.
The Pitch Email
This is where things start to get fun - you can now PITCH a low ticket offer or get people on the waitlist for your signature program.
I recommend that you send people to a full information page if you're going to do a waitlist and that you have a full sales page if you're going to do a low ticket offer.
The goal is to get people clicking and self-selecting themselves to join you in your offers - and a waitlist can do that too.
For example: in our email sequence around launching with Facebook Ads - we take a moment in this email to talk about our membership.
Our membership teaches our 90-day plan (which follows this exact post outline) to grow an audience, write a sequence, and then launch to them - with trainings, templates, videos, and coaching.
So for someone who is thinking about launching something - it's a great offer to make.
The Top Tip Email
Now that you've made an offer, I recommend you jump back to a value-based email and share your BEST tip (or 2-3 tips) around the freebie they opted in for.
For example - inside our email around Facebook Ads, we share the importance of testing and tracking your results.
We then link out to a blog with the biggest mistakes people make when it comes to advertising on Facebook. So we step back from talking about the membership and continue to foster connection and showcase the value of our content.
Note: I still put a reminder about the membership offer inside the PS of the email because I want people to remember the offer, who I am, and potentially join the member.
This is where I start to fuse value with offers.
The Final CTA
The final call to action email is simply that - a final email that you're going to send about your waitlist or offer that you are making.
The goal isn't for this to be the last time they EVER see this offer, but at this point, you've talked about it in your welcome email, your pitch email, your top tip, and now this email.
If they haven't clicked or joined yet - we need to start sending value instead of just hammering them with an offer every single time.
As you continue to share content with your subscribers, they might come back to your offers at a later date.
For example - in this post (which you're reading as a subscriber), I've already made an offer to join my bootcamp - which would be a low ticket offer - and even if you didn't join when I did it live, you may consider joining now that you've listened to a podcast or two, read this blog, or just learned more about me!
The goal isn't for this to be the FINAL CTA EVER; it's simple to move them out of promo and into nurture before moving into your next live promotion.
Email Templates Anyone?
If you're a great writer and the prompts above have given you enough information to get started writing your emails - that's AWESOME!
However, if you're looking for more in-depth training on copy, including...
Email templates for the 5 emails above
Email samples for the 5 emails above
A copy walkthrough of creating your emails
Then you might want to check out Not Your Average Membership.
In October 2021, we taught our members how to write these emails and included templates and samples to help them get off to the races!
And the good news is when you join the membership, you get access to legacy content - meaning anything that we've done up to this point you get access to.
The cost to join the membership is just $49/month, and it comes with the content we've created up to this point, including...
Facebook Ads for Lead Generation (This is the bootcamp in membership form)
Writing Your Simple Email Sequence (With Templates & Samples)
Creating & Launching a Low Ticket Offer (With a Workbook & More)
day 61-90: Create & Mini-Launch a Low Ticket Offer
Now that you have an audience, I recommend that you consider creating and launching a low-ticket offer.
The thing about low ticket offers is that they are smaller, easier to create, and can be launched without the finesse of a big webinar, challenge, or video series.
We've sold thousands of low ticket offers - and often, we launch them with a simple email promotion!
What makes a low ticket offer?
For me, a low ticket offer is something priced between $17-$47 that people can buy on an impulse and then provides so much value that people want to stick with you and continue to work with you.
If you want to see an example or two...
My Facebook Ads for Lead Gen Bootcamp
My Facebook Ads for Launching Workshop
My Challenge Launch Toolkit
The point of a low ticket offer is to turn a subscriber into a customer - because customers tend to use our content more frequently and can see the value of what we create.
I recommend that your low ticket offer be under 2-3 hours of video content so that people can jump in, get the content, and take action.
How Do I Come Up With My LTO?
Creating a low ticket offer IS the big challenge, right?
I like to ask myself the question:
"What does the audience that I'm growing keep telling me that they want?"
If you're not getting a lot of feedback from the audience you're growing with your Facebook Ads (yet), simply ask them.
You can send out an email that says:
"Hey there [NAME] - I'm working on some new content. Can I ask what you need help with when it comes to [YOUR NICHE]?"
Then wait for replies!
Realistically speaking, a small percentage of people will reply, but the good news is that the people who are engaging with you are more likely to be your buyers anyway.
So simply ASK THEM!
What Does My LTO Look Like?
A low ticket offer is made up of THREE pieces...
The core offer, the order bump, and the upsell.
Core Offer - This is what you're selling for the $17-$47 on the front end of your promotion. I recommend that this be the thing that addresses their major issues from the research you've done.
Order Bump - This is an optional add-on that happens BEFORE the checkout - I recommend you price it at or below the price of your core offer. It should be something that will ENHANCE their experience of the core offer.
For example - in my Challenge Launch Toolkit (my core offer), I teach people how to launch their digital product. My order bump is a workbook to write a sales page and create their offer to presell. So it makes it easier to develop the entire flow.
The Upsell - After people complete their checkout, take them to a page with a video where you offer something that would be the NEXT STEPS for them to take after they complete your core offer.
EXAMPLE: For my challenge launch toolkit - I take people to a page where they are offered to learn how to turn their challenge evergreen after they do it live. This is great because many people desire to turn their challenge into an automated system, AND it's the logical next step after taking the training.
This is what that page looks like:
It might feel like a lot of content (and it is), but the point is to move the AOV (average order value) from just $17-47 to a higher number, so you generate more revenue AND provide more value to your audience.
We see an AOV of $55 even though our Challenge Launch Toolkit is only $37.
Over the course of our promotions, that has added about $25,000 extra in revenue.
Definitely worth the front-end work...
Launching the Low Ticket Offer
This is where things get fun - I recommend that you presell your low ticket offer for 15-20% off what you're going to sell it for retail... for a limited time!
Why?
It makes it easier for people to feel the incentive to join.
It also means that you can sell it before it's completely done and validate that the offer has legs.
I use 3-4 emails to pre-launch my low ticket offer.
I send out 1 announcing it, 2 promoting it, and 1 to let them know the price will be going up.
You can send more emails, but I wouldn't recommend sending fewer.
Keep it simple for the first launch - email, promote on social, and then let the magic happen...
The Low Ticket Laboratory...
If you want to go deeper on developing and launching your low ticket offer - we also offer The Low Ticket Laboratory for FREE to anyone that joins Not Your Average Membership.
The Low Ticket Laboratory Includes...
Mapping out your low ticket offer
Creating your low ticket offer price points
Writing your presale sales page
Writing (with templates) your presale emails
Developing your social media promotion plan
Simple advertising for a low ticket offer launch
Click Here to Learn About the Membership & Get the Low Ticket Lab FREE When You Join
The Next Steps...
Now that you have a list, an onboarding sequence, and an offer to promote, the goal is simply to keep the process going.
Continue to build your email list with regular advertising.
Give value to that list, and provide regular content in the form of blogs, podcasts, or videos.
Update your onboarding sequence as you develop new offers.
And now that you have a win under your belt, you can start developing higher-level offers. Bigger courses, coaching programs, etc.
See, starting low ticket lets you get that win, build that audience, and get your head IN THE GAME again!
Let Me Know...
In the comments below, let me know if any of this was helpful! What was your biggest takeaway?
