Welcome to another exciting episode of the podcast! In this episode, I had the pleasure of chatting with Neill Williams, a coach and business owner, who shared her secrets to successful live launches and effective Facebook and Instagram ads.
Neill, a coach and business owner, has had incredible success with her live launches, and she's here to spill the beans on her approach and the changes she made to her workshop format. Get ready to take notes because Neill drops some serious knowledge bombs!
In this episode you'll hear:
- The power of clarity in live launches: Neill explains why having a clear message and purpose is crucial for a successful live launch. She shares her strategies for simplifying content and delivering value in shorter timeframes.
- Unique aspects of Neill's live workshops: One of the things that sets Neil's workshops apart is her use of a private Slack channel for participant support. She explains how this added level of engagement and community-building has contributed to her success.
- Mastering Facebook and Instagram ads: Neill dives into the world of ads and shares her insights on campaign setup, targeting the right audience, and the importance of testing and optimizing. If you've been struggling with ads, this is the episode for you!
- The 100k Funnel program: Neill also highlights her 100k Funnel program, designed specifically for coaches who want to automate their marketing funnels. She shares how this program can help coaches drive traffic to their programs and become more visible in the online space.
So, whether you're a coach looking to level up your live launches or someone who wants to crack the code on Facebook and Instagram ads, this episode has something for you. Tune in now and get ready to take your coaching business to new heights.
Links & Resources:
- The Art of Online Business website
- DM me on Instagram
- Visit my YouTube channel
- The Art of Online Business clips on YouTube
- Full episodes of The Art of Online Business Podcast on YouTube
- The Art of Online Business Podcast website
- Check out my Accelerator coaching program
Neill William's Links:
- Listen to the 6-Figure Coach Podcast
- Check out Neill’s Website
- Follow Neill on Instagram
- Connect with Neill on Facebook
Please support the podcast by giving an honest Rating/Review for the show on iTunes!
Last year, I was really, really engaged in testing, even though I had as it worked really well, I was still really engaged in testing. And what I have found is kind of like the winning combinations that work for us and knowing that feels so empowering because even though this is a brand new campaign, it's not the same campaign that I use before because it's a different landing page. It's different assets, right? I felt pretty confident that we would have a high converting campaign because I know the creative that works. I know the creative down to like words that work really well for us. I know the ad copy hooks that work really well for us. I know the headlines that work really well for us. In fact, we just gathered all of our ads data from the entire last year before we did this campaign, and I was like, we're going to pull out the highest performing of all of this and I'm just going to take this and we're going to use this as the basis for this new campaign.
And I think that's why I have so much success, is that willingness to test, but also look at the data from those tests. We?
What's up, my friend? Welcome back to the podcast. Rick Morty here. Thanks so much for tuning in today. As always. This is episode number 710 here on the show and got a returning guest here on the podcast. She's been on more times than anybody else in the history of the podcast here. Neill Williams, she's one of our coaches inside of Accelerator and she has her own business. Neill Williams and Neill helps coaches automate leads and new customers coming into your coaching business so that you can sell out your coaching program. That's what she specializes in. And I did an episode with her a couple of episodes ago where we went through her sales funnel selling her $2,000 program and it was just an email funnel and she sells the crap out of it. And I got so many messages from people like, I want a funnel like Neill. I want to do what Neill is doing it cetera.
And so for this episode, she's been doing live launches and for that same program and she's been doing some things not only during the launch that are different than what a lot of people do and I think are super smart. But she's also getting ridiculously good lead costs from her Facebook ads. And so I asked her, I want wanted her to come on and break this down for you. Number one, what does she do during the launch in terms of she doesn't do a Facebook group, but she does a Slack channel, which is extremely effective for the launch. She does giveaways and all kinds of other things. And we break those things down for you on the episode here today. Also, what how she maps out her timeline for her launch. And then in the second half of the interview here, we get into ads and we break down. How is she getting such amazing lead costs for her live launches? She gets the same lead cost for her live launches that she does for her free lead magnets.
And I don't know too many people, myself included, who are getting those types of costs. So I wanted her to break all that down for you here today. And if you are a coach and you are, you're just getting started and you want to automate those leads and sales coming into your coaching business so that you can sell out your coaching business or your more established online coach and you still want to automate your ads and a funnel for leads and new coaching clients selling out your program, I invite you to check out her 100 K funnel course, so just go to Neill Williams. It's Neill Williams and Neill Williams and you can click right there. You can see her page for the 100 K funnel course. And so without further ado, let's go break down what she's doing for live launches. Here's Neill Williams. Neill, so I've heard from so many people about not the last episode we did, but the previous one when you were on talking about your. Funnel for selling your $2,000 program. I keep hearing like, I want to do what Neill does.
That is the the common the common sentiment. After people listen to that episode, they're like, wait a second, I want to do that. I love how she's doing it, meaning she's selling a $2,000 offer without a webinar or like just over email. I've heard that so many times. Yeah, I hear that.
Too. Someone said to me the other day, Can I just have your funnel? It's like, no, that was hard fought, that funnel.
Yeah, exactly. Lots of iterations.
And that's really what I want to talk to you about. Welcome back to the show, by the way. Thank you. That's what I want to talk to you about today. Not that specific funnel, but you have been live launching and you've been live launching for a while and tried just like that, funnel testing, different iterations and so forth. And you you really found something that you really like based on the things that you didn't like from from all the tests that you've been that you've been doing.
Yeah. And I want to have a discussion about your Facebook and Instagram ads because you do really well. With your ads from a lead cost perspective. And I think earlier this week, I mean, when we're recording this earlier this week, we were talking about and I said most people are getting lead costs for a live event, if you will, whether it's a webinar or a challenge or workshop or what have you. Somewhere in like the 12 to, you know. 16, 17, $18 range. Yeah. And you're like, What? Really? Wow. I don't. I know. Not numbers that large for my finals.
Made me feel really good about my.
Ass. Yeah, as you should. So you made some changes to this workshop? Yes. And I'd love to know, like, okay, what's the format of the workshop and what were some of the changes that you made to it? Why did you make the changes? And then I really want to start to break down your ads.
Yeah. So this will be the third or fourth live launch that we've done. I think I started this in the fall of last year. And with any marketing strategy that I do, I think it's important for everybody to understand the reason why I do it is a selfish reason. And what I mean by that is I always included my marketing strategy, the skills that I really want to be building. So for instance, like the first of last year, I wanted to get really good at creating sales calls. So I did that and I created a really amazing sales call that people had to pay for and they wanted to show up for. I had a 99% show up rate and I did like 150 of those, and I was like, okay, I'm good with that skill now. Now I want to do something else. And so this live launching thing is, is just another iteration of that of my own want and desire to build these skills for myself. So it started as a five day workshop and I really, really love to teach.
That's one of my things that I just it's just one of my favorite things and I get a lot of feedback from people that I am a really great teacher, that I can take complicated concepts and really kind of like drill them down and make them simple and easy to understand. And so I was like, It'd be really cool just to do a five day workshop where I can just like totally just like love on all these coaches and help them with their ads and their funnels. And so we started that last fall. We called it 100 K Funnel Planning week. It was really great. We did that I think three times and it was a success every single time. But the five days felt like a lot for me. So it wasn't just like five days of me delivering content. It was I also have my marketing team available. We have a private Slack channel that we put everybody in. We have additional calls that we do as Q&A to make sure that everybody gets their questions answered during the week. It's just like so much free marketing help for a whole week and it takes a lot from me.
And so after this last one, you were the one that we were asked me. You were like, Well, are you sure you want to do it this way going forward? Sounds like you're tired. Like I really am tired. And then I got a health diagnosis which has made me rethink my entire business, my business model. And so this has been part of kind of the evolution of how these live events have changed. For me. I still like the live event. I still want to build skill in it, but it's going to look a little bit different. So this one that I'm doing this go around is three days and we're going to do that. And then after that we're going to go to a slightly different model where we're just going to do one live webinar or workshop, whatever we want to call it every single week. So I'm just letting myself have more and more practice with that skill. Live launching for and in the goal is to do it for maybe like the next six months.
And so all those reasons why I've changed it. But also one of the things that you and I were talking about and and as you just mentioned, my ads do really well, so I get the same lead cost basically in a live for a live webinar or workshop, as I do with my lead magnet, which is around five bucks a lead or less. And so you were like, we should just keep those ads going all the time so I can do that with this new live launching strategy, which is one live workshop or webinar every single week. So that's kind of been the progression of the way that it's happened.
First of all, people everywhere, people everywhere who are listening right now are throwing up, saying, wait, she gets she gets lead costs, the same lead cost, whether it's a live webinar or a workshop that same as a lead magnet, which is very unheard of. So we're going to break that down. Yeah. What types of changes are you needing to make to the workshop to go from a five day to a three day? And I think it's also important to explain, like when you say workshop, everybody has a different definition of that.
What does that mean to you in this instance here?
Yeah, in in my definition of workshop, this is not just a webinar where you sit and you listen to me. Yeah, I've got you. We have workbooks, we have worksheets, we have things that we're actually doing together in the live classes. And in this particular case, what we're doing is we're helping busy coaches create their marketing plan that they can grow their business to. Figures with in working ten hours per week. So it's literally a marketing plan that they're going to walk away with. So it's not just me teaching like talking at them I am, but I'm helping them complete this plan and that's what they're going to take away with them at the end of the workshop. So in my opinion, it is it is interactive where you're actually doing work. That's what the workshop to me means.
Is it a challenge?
I necessarily call it a challenge, but I don't know what my definition of a challenge would be necessarily. Yeah. It's really to help coaches kind of get a boost, a jumpstart in their marketing efforts.
I love it. And the reason I bring that up is because you can really call it whatever you want it, whatever you want to call it. But that needs to come from the clarity of what the promise is like. All right, I'm going to do this. I'm going to do this workshop or I'm going to just launch or what have you. What's the promise of it? What do I want people to walk away with? Yeah, and you're like, they're going to walk away with a marketing blueprint to that. They could literally take and go start working on themselves. Yeah. And then you have an offer to join a hundred K funnel, which is your course.
Yeah, of course.
But it's that clarity on the promise of this workshop.
Yeah. And I think that's something that has evolved over these different live launches that I've done. That's where I was really struggling at the beginning, was to figure out like, what is the thing? Like what's the juicy thing that they get to have at the end of this? And the marketing plan, at least right now, based on our ads and all of that, seems to be converting very well.
I'd say it's converting better than any of the other launches that we have done. So yeah. What's simplified message?
Simplified? Talk more about talk more about that, because that is something that we talked about. I want to say maybe when we did talk about that funnel in the two episodes ago here where it was, it really is all about that message I just posted in the accelerator Facebook group recently where I said, you know, when it comes down to it, business is at the core of business is really simple. Yes. And it's like you have some form of expertise that you can help people with. All right. What is the problem that you solve for people? Where are those people that you can can help? Where are they hanging out so that you can be in front of them? And then the next one, I think it was number four. It's you need to be clear on your messaging to be able to communicate very, very clearly and concisely what it is that you do and how you can help them specifically.
And I think this is a really good example of you continue to evolve that message of the promise of what you're doing for them so that it is so clear and so compelling because you know your target audience so well.
Totally. And moving from the five data to three day, what what, why that was really helpful for me is I had to get even more clear and more simple, simplified on my message and when I was delivering because now I have to structure the content in that way to make sure that that's what gets delivered. So in my mind, it was like a really great mental exercise to have to do that. You start to like when you have to simplify something down into smaller and smaller timeframes. You have to just figure out what are the main levers here, like what are the most important pieces, what's the one thing? And that really, really helped me in going from the five down to the three. And I'm going to do that again as I go from the three down to just like a one hour webinar in delivering this.
What? So I know people listening right now are like, wait a minute, what is your process for doing that? Because you're basically you're condensing it.
Are you removing anything or is it just a matter of simplifying it? And I'm not trying to oversimplify what you're doing, but like, how are you getting it from down from five days to, you know, three days to eventually one day or. Yeah, one webinar?
I think it's a combination of all. I think I've done all three. So for instance, there's like day one, I always start with niche because if you're going to do advertising, if you're going to do paid ads, you have to have a niche. Like you just can't be doing general stuff and expect ads to work. So niche is number one. And I had so I had to figure out how do I make the delivery of that easier and faster. This is, I think, a great exercise for all of us as entrepreneurs. So I looked at my process and I figured out how to make it even easier.
I just did a lot of the work on the back end and simplify the process. So now when I deliver it, it's a lot faster and we can get through it a lot easier, which means I have the opportunity to teach a little bit more in that one day than I did, where before it was just the one day was just about niche. So now I get to talk about another topic in that day because I've simplified that down so much. So I think I've done both. I think I've removed some things that I think just don't necessarily need to apply. And I've looked at the main really big things and then I've simplified how I deliver it and how people can digest it and implement it. Yeah.
In addition to that, as you get down to like the three day, yeah, you do some really cool things as part of the live workshop.
Do some things that, you know, some people do, but I feel like the way that you do it and also how you are communicating with the people in the launch is also quite different.
What are some of those things that you're doing?
Yeah. So again, this is all just been like experiment and we've learned some things that worked really well and we've added some new things and take some things out. But some of the things that, that we have kept consistently, because they've worked really well, is we add a private slack channel for everybody who registers. And the reason why I like that is because this is a workshop where it's, again, like my expectation and it's not just me like delivering content and teaching at you, but you're actually doing the marketing work. We're doing it together in class and if you don't get it done during class, we have the Slack channel for you to go to and ask questions. And I'm in there. My whole marketing team is in there. And so the idea is you get your questions answered to make sure you get that marketing work done over the course of those days. So that's been super popular. People have like that's a heavy lift for me, quite honestly, because I have hundreds of slack messages to answer, but I think it's been.
Wildly valuable for everybody who is registered. And so we're just going to continue that piece as well.
Did you ever try a Facebook group?
I never did a Facebook group because I don't like Facebook groups. Okay.
Is that why you chose a Slack channel?
It is because I knew it. I already had it. It seemed easy for me to do, and it's worked out really well.
Did you ever get any feedback or pushback from people or like, I don't know, Slack or I don't have Slack?
There's been a few people, but if you know my director of operations, Kelly, she's so amazing. She'll just like she records this little video. We pin it to the top of the Slack channel. Here's how to use Slack if you're new to it. Yeah, like, you know, so and most people most I mean, we've had maybe a couple handful who haven't known how to use Slack. The majority of people do know how to use it.
What I love about I mean, we use Slack in our business every single day.
Like I'm a huge fan of Slack. And I what I love about the fact that you're holding the community in the Slack Channel is, I don't know. There's something about the simplicity of it where when people are in Slack, unlike Facebook group, Facebook group, you get all the noise coming in their feed and stuff like that. And so if they see a message, if you're doing it a community in the group, then you're lucky, you know? Whereas, yeah, somebody who uses Slack a lot, if it's still going to be like, you know, they'll still get the announcements within, you know, a different workspace in there. However, it's it's own dedicated workspace. You can see it right there. You go to it and it is like, I know why I'm here. And the discussion in this tool that I'm focused on right now is only for this workshop.
Right. And I like it. And you could obviously communicate to everybody. Yep. All at once. All at one time, Really easily.
And you're not limited to that. You're not limited to like how many times you can do that.
Yeah, yeah, yeah. So for that reason and also the other thing is I, I really want them to see like the experience of working with me and with my team and what that's like. And when they join my course, we put them in a private Slack channel. And so they already have the experience of what it's like during the workshop to have that high touch and get people answering their questions. And so to me it just seemed like a natural place to put them.
I like it. You also do.
Slack has been amazing.
Yeah, do giveaways?
We do giveaways. So we do something called a rafflecopter. So this was new. Our last launch. I didn't even know what this was, but Kelly, my director of operations, is like, Let's try this out. And I was like, okay. And so the the way that we do it is every single day we'll have them.
We like give them a link and it's on the, the workshop assets page, which has all the replays. It has the workbooks, it has all, all the things. And we post the link to the rafflecopter and they go in and they just answer some questions and it's really kind of like a checking off, like checking off the do list. Like, did you finish your niche worksheet? Did you finish your offer worksheet? Did you watch? Did you attend live? Did you watch the replay? And they get points for every single thing that they checked off. They submit their entry and then we have daily drawings, so giveaways for things. So we just go in. I go in the morning before the next live content day and I pick a winner and then I announce it on the workshop and it's super fun. I had I enjoyed it. We had a ton of engagement with those people. Loved it last time, so we're definitely going to include that again.
What are examples of things that you give away?
So we gave away first when we were like, we do like a pre workshop giveaway.
So everybody who's in in Slack, we it was like the like 24 hours in advance or 48 hours in advance, something like that. We post in Slack the Rafflecopter link, and we're like, Enter this drawing and we ask them do some things in advance. And then they got like a $50 Amazon gift card. So it was like before we even started the event to get excited and to get them knowing how to use rafflecopter and use to using that and seeing messages in Slack and, you know, kind of like training them how we're going to be doing this. Yeah. And then throughout the the days we give away like I gave away a Samsung one headset, which is the headset I use for all of my coaching calls. We've given away ads, graphics, we've given away subscriptions to some tools we've given away all like just all kinds of different things. And it's really popular. People love it.
You get hundreds of like entries for different things.
We had yeah, we had like 800 entries on one of them and like, yeah, it was very like I'm saying there was a lot of engagement with the these.
So when this is an external link that they have to go to in order to do like their check marks and stuff like that, it's not easy to do to get them to go over to another site to do this. How do you get such high engagement on that?
I don't know. I mean, it was just like the first time that we did it. I think we tried to make it really simple, right? So as soon as they opt in, even in the confirmation email, we're like, bookmark this page because this page has everything on it. And so we put the links for everything there. We also like post it in Slack and we give them like we, we pin it in Slack so it's easy for them to find. And we will also mention it during the live content portion as well, like so we remind them and then I send out a reminder email and like don't forget to enter your rafflecopter to win whatever. So there's multiple touch points. I think that if they don't see an email, then they might see the slack or they might be on live.
So I think that we have come at it from multiple places. The other thing that we do is SMS. So I did that last go around and I think that contributed to the higher show up rates and the higher engagement rates. And so we'll just send out a Texas says, Hey, did you fill out your rafflecopter? Here's the link in case you didn't. So Oh.
Okay. Yeah, I like that. Yeah. I was just going to say, so how else are you using the SMS text messaging in terms of outside of like reminder of like of today's workshop or what have you.
Yeah. So we're not really, we were really mostly just using it for reminders that we're going live, what we're going to cover, catch the replay, do your rafflecopter we did do during the last launch, I did take the group of people who was like the most engaged in Slack and if I could, if I had their text number, I just texted them a little message, okay, just to check in on them and just to see like, you know, if they had any questions about 100 K funnel course, which is what I was promoting at the end of that, just for another touchpoint with them.
What that was the only other way that we did that.
What SMS tool are you using?
We are using something called click send. Okay.
Easy to set up.
Really easy to set up. Yeah, super easy to use. You can just do a quick broadcast, you can schedule things. It's kind of like in my mind, it's like the way email CRM works, like same as similar functionality. Okay? And so for me it was pretty easy just to set up and yeah.
So you're doing the Slack Channel. Rafflecopter, which I love the name. They're not a sponsor of the show giveaways. You're doing SMS or anything else. What are you doing?
You see, I think that's it. Besides just the the live content portion. Yeah. And of course, like we're emailing or emailing reminders and, you know, things like that. So.
And everyone always loves to know, like when they hear other people's. Timeline during a live launch. What's the what's the timeline that you've been working off of?
So from like we try to do prelaunch content on the podcast about six weeks in advance.
What's the name of the podcast?
The six Figure coach podcast.
So we try to talk about topics that we're going to be covering inside of the workshop and maybe feature some student testimonials and things like that. And then two weeks in advance, we start our ads, so we give ourselves a good and this time we actually started them 16 days in advance because it was a brand new. We changed up our landing page. This time around it was different messaging, so I just wanted to give myself a little extra time in case I needed to swap some stuff out and do some testing. But it's running amazing. So two weeks ish for ads. And then we also do an email promotion to our entire list starting ten days prior to the first day of live content. Gotcha. And then of course, I have email nurture sequences going to everybody who registered, because if somebody registered two weeks in advance, I want them to have it top of mind still before I don't want them to drop off.
So this sounds like a lot of work to settle this up, which it is, Yes. But I also want to point out to people that since you're iterating and you're testing this different different elements like you do all that work up front once and then it's not as I mean, it's still a lot of work, but not as much work on the subsequent times that you're launching because you've done the majority of all that setting up and the emails and so forth the first time.
Yeah, you're just like copying what you did before. Mostly, I mean, maybe you'll swap out a headline or swap out some content or something. Yeah, but yeah, this, this time it's been the easiest so far because we've done it enough times and now I have all of the assets and I just copy and. Yeah. Reuse them mostly.
Okay, so we we have to talk about the ads. So one of.
Topics I know, that's why I'm kind of laughing right now because it's like we can geek out on this stuff.
So you just mentioned that you changed like, the landing page and stuff like that. Let's first start out with let's get super basic, like how do you set up like, what's the setup of the campaign look like? Like super tactical right now you've got a campaign, how many ad sets, how many ads? Yeah.
So I will tell you about this campaign. It's it's a little different. Of course, it's evolved because we've learned as we've gone through. So it's just at the campaign level. Obviously, I'm doing a lead campaign lead generation campaign. That's how we're setting it up. And we have one ad set that we typically start with. It's a really good like it's our good kind of like test audience that we know we can usually get pretty good results with, and then we typically have 5 to 6 different ads that we start with. So we let that run for a few days. We look for the winners and then we turn off some that are performing very well. And then after we have I think I mentioned this on on one of the other shows that we did after we have like a few days.
And again, like with a webinar registration, it's a little bit different because you have a shortened time frame here. It's not like we're just running forever. But after about four days, maybe five days worth of data, if it's converting really well, then we duplicate the ad set and we add a wide open called audience. And that then those then those ad sets are kind of like running in tandem in that campaign, kind of driving that open one is driving down the cost of the other one.
So I know people are reaching down on their phone to click rewind that 15 seconds or whatever, or they're hitting it on the screen in their car. So if when you find the winners after, say, for four days or so, you duplicate it into which kind of ad set.
So I duplicate the at the ad set level. I do portait bring over those ads because I don't want anything to change there and just have a wide open fold audience. Like literally wide open. It's like. Certain locations like the US, Canada, Australia, maybe Europe, and then I mean, don't even really do anything with age, don't do anything with gender.
The only other thing I do is I put English in the speaking part and that is literally it.
So you put all the countries in there. I mean, all the countries, but like the Big five, basically, I picked the big part.
And how does that how does that do for you?
It does really well.
So this is something I was leading Neill there. For me, listening like this is something I've talked about here on the show. The reason that that works so well, number one is Facebook's AI Facebook's algorithm has got is so smart to like, you know, you've heard me here on this talk about in this show before, the creative is the new targeting and it's not even new. I mean, this has been this way for the past couple of years, but it's have really good creative be testing creative and let the creative. Let the algorithm using the creative, I should say, find you the people that you want to be reaching. And so that's number one.
Number two is when you have within the same campaign, you have like like Neill mentioned, she's got one ad set that she knows works pretty well, like the audience is there. And so now once you get some traction there, starts duplicates the ad set wide open. Audience Now that wide open audience ad set is learning from the other ad set that's performing really well. And so that's the second element to this, of why this works so well. Totally.
And now we do this. We pretty much do this process with every single campaign that we do. Yeah, because it's worked so well for us.
How long does it take you to find that the ad set where you have the target audiences in there that, you know, worked pretty well? Like, how long did it take you to find that?
Not very long. I mean, I was testing audiences last year a lot more, and we have basically two primary ones that we know for sure work really well. So I would say we tested those, you know, maybe in a couple different campaigns that didn't take us very long to find ones that worked.
I mean, I kind of knew what ones would work. Yeah, sure. But yeah, just confirming what those campaigns. And the other thing that I want everyone to hear is. You have to understand, like I've been doing ads for a long time right now, like I've done lots of testing. And so I would even say last year I was I was really, really engaged in testing, even though I had as it worked really well, I was still really engaged in testing. And what I have found is kind of like the winning combinations that work for us. So knowing that feels so empowering because even though this is a brand new campaign, it's not it's not the same campaign that I use before because it's a different landing page. It's different assets, right. I felt pretty confident that we would have a high converting campaign because I know the creative that works. I know the creative down to like words that work really well for us. I know the ad copy hooks that work really well for us.
I know the headlines that work really well for us. In fact, we just gathered all of our ads data from the entire last year before we did this campaign, and I was like, we're going to pull out the highest performing of all of this and I'm just going to take this. And we're going to use this as the basis for this new campaign. And I think that's why I have so much success, is that willingness to test, but also look at the data from those tests.
I feel like we should. We could literally stop the episode right there because it's like that is like music to my ears. And here's the thing is, like starting two weeks out for a launch, starting two weeks out from day one of the launch to get registrations with ads is not the same as it used to be. Where you could go from like not running ads at all. And then, okay, cool. I am it used to be like nine days out, maybe ten days out, and then you would start your testing for three days and then you would start to scale and then you are hitting your your, your spiking your spend.
As you know, in the past or the last three days or so. And then you're good. Then you have all the people like it's not that doesn't work anymore. Yeah. But just to kind of reiterate what you just said, Neill, is like. This works for you and you're able to start at two weeks out because you run as regularly and you do testing. And so, you know, generally what works, like you just mentioned, you know, words that work the headlines and all that different type of stuff. Totally. It's so key. And so I just want to point that out because this is not like Neill just starting out with ads and seeing amazing results. Right? It's possible. But you've been, you know, like you said, like you spent all last year basically testing all these different types of things. And I also want to point out and I want you to share if you're cool with it, like your lead cost here in just a minute.
Oh, yeah, of course.
The reason that you and this is so important when you say looking at the data, the reason that you switched out your or changed up your landing page is that the last time you launched, you said all my numbers were really good. However, if I if I brought up the landing page conversion rate, my overall launch numbers would have been way higher. So it.
Would have double.
What? I mean, that's amazing. And so that's such great information because it's now like, oh, I don't have to I don't have to fix seven things I can focus on. All right. Let's try to bring up the landing page conversion rate, because I know that if I do that, then my overall results from the launch are going to be double, as you just mentioned in this case here.
Yeah. And the truth is, I didn't hit my head. I'd set a very big goal for last launch, which is my new goal for this launch, which will be my goal until I hit it.
And we did not have our ads, did not convert as well as we wanted. It wasn't necessarily the ads, but it was the landing page conversion rate. That was the one thing that was like the sticky point and we just didn't get it to work the way that we want it to. So we didn't have the number of registrations that I had. I had expected to have where I was planning my money goal around. Yeah. So it was totally fine. It was still wildly successful for us. I think we had like almost a ten times ROAs or lead to sale conversion like our I'm sorry, our earnings per lead was somewhere around like 75, $78. So still like no complaints whatsoever. But it's really interesting when we went back and we kind of like reflected on all the stats and we're like, Oh my gosh, if this landing page conversion rate would have been at your normal page conversion rate, all of this would have doubled. Yeah, it would have been huge, right? I would have easily hit that goal.
So and again, like it's all just learning and I was never upset about that. It's just, Oh, I guess I need a different landing page. It's time.
How is it converting now?
So now it's kind of. So before I was really struggling to get it to convert at 20% and my landing pages typically convert like 40 plus sometimes like I even had a I had one that was converting at like 97%, which is bananas. And we haven't been able to recreate that. But yeah, now this one's converting between 30 and 35% cold traffic. Cold traffic. So way closer to what my typical conversion rate is.
And what's your lead cost?
My lead cost is under $5.
It's under $5 now. Cow for a live workshop. Yes. That is like people are rolling their eyes right now. Like, I would love to see that from my free lead magnet. Yeah. So with lead costs that. Well, like that. Great. You mentioned before that you're running like five.
You start off running 5 to 6 ads in in one ad set. Now, a lot of people listening, right, right now might be like, wait a minute, Rick. You always say that's too many. Yeah. However, all perspective here right? Depends a lot in your daily budget. Yes. What you're spending what So what kind of daily budget are you looking at?
So again, I don't necessarily say that this is right for everybody, but again, I'm pretty confident in my ads at this point. So I started off with like a $250 per day budget. So to have 5 to 6 ads, totally fine. Yeah. And it wasn't.
And I wouldn't go over six. Yeah, but a mistake I see people making is that they're running ads for like $50 a day, but they have 4 to 5 ads in there, which I would I would bring that down a little bit because we have to remember that when we're running. Ad campaigns at at an ad set budget, meaning we're setting the budget at the ad set level.
And let's just say it's $50 and you have four ads in there. Well, that $50 is going to be broken up. Let's just say roughly evenly between four ads getting, say, 12. Was that $12 ish? Yeah. Per ad and which isn't.
A lot of data.
Exactly. Exactly. We're not we're not giving the algorithm, you know, substantial opportunity to gather that data and get some results so that we know whether this is actually working or not. So, yeah. Why do you think outside of all the testing and stuff, if someone's like, just boil this down for me, Neill. How you get such great results on your ads running to a live, live launch?
Yeah, well, I think it comes back to like the fundamentals of marketing is you have to understand your niche and you have to create an offer that they want. So everything that we're doing with our ads, I see people make this mistake all the time. Like ads don't work for me. And when I dig into it, I'm like, I actually don't think it's the ad, I think it's the offer in the ad that's not working right? So 5050, whether it's the offer or the ads, you know, the problem there.
Yeah. So I always say be make sure that you have something that people really want. If you're going to drive ads to it. Because if it's not something people want, it's going to be very like, I don't even know that it's possible to spend enough money to try and make it work even a little bit, like it's just not going to work. Yeah. And so I think that it goes back to being very targeted with your niche and having an offer that is really juicy and compelling to that niche. And then when you stack the ads on top of it and you've done the testing and you know what works for your people, it's just it's just a a winning combination. Yeah.
Fundamentals of marketing. It's not necessarily pressing specific buttons or what have you in ads. Manager know fundamentals of marketing that will make your ad campaign work much better.
Totally. And testing and really figuring out what are those components, what are the creative types that you're really work for yours for whatever odd reason? Me It's static or gifs.
Yeah, videos just don't work very well. I'll keep testing them, but we just don't find success. And then it's understanding like within that creative type, is there a certain images that work? Are there colors that work? Are there certain words that are like key words? You know, like those sound bites that really like your people are compelled to take action from? Yeah. And then it's the ad copy. Like, those are the main components. Yeah.
Yeah. I love it. So what is your you mentioned it before you all of this you're doing to sell your 100 K funnel program. Right. Tell us a little bit more about that.
Yeah. So my 100 final course is really a course that teaches all of this that I'm doing right. The reason why I'm able to do this is because I figured all these things out and I teach all of that inside 100 K funnel. So that course is really designed to help someone build and launch profitable ads and an automated marketing funnel in 30 days for.
Their coaching business.
For their coaching business. That's right. Yeah. So I want to make sure that I'm clear about this because my CFO pointed this out to me the other day and make sure my marketing is really spot on. This is not for someone, a coach who is like, I just want to do general coaching and have like just general life coaching. I just don't think ads enough funnel work for that type of business model. But if you're a coach who wants to create a program and is ready to niche down and really start diving into the marketing part of business, then this is a course that would benefit you. Yeah.
So what are you teaching them exactly? In in the course you mentioned ads in a funnel. Yeah. This is the missing piece for so many people. I would say this. This course is not knowing what you know, knowing what to know about the course. This is not for people who don't want to do ads. Like I just want to do this organically and build social media.
Amazing. Go for it. But it's not for that person.
Yeah, it is not.
Yeah. And this is what's worked for you. Like you're you're sharing what's worked for you and you're breaking it. You're teaching people how to do this for their coaching business.
Yeah, totally. Yeah. So we start like, we start at the very beginning from Niche again, making sure that you have a niche because it's very hard to make ads and funnels work without a marketing niche. And then we build your offer, your program offer, and then from there we build out the assets of your funnel. So that's your lead magnets. And we look at your we create your email sequences, your nurture sequence, your pitch sequence. We look at your landing pages and your ad copy and your sales pages like literally all the assets inside of the marketing funnel itself. And we help you put them all together. And then once that's built and launched, then you're in phase two. Like the the build is what we call phase one.
And then phase two people are always like, I got it, I'm done. And I'm like, Yeah, it's amazing. Like, we should totally celebrate that. You have that live and we have a whole lot of work left ahead of us, which is the phase. Yeah. And so we support you in that understanding what metrics to look at and troubleshooting like, okay, this is what's happening with my ads. What do you think I should do? This is what's happening with my email, open rates or my click rates or whatever. And this is what what do you think I should do here? So there's that whole process there as well.
Would you say this is also for coaches who maybe they have an established coaching business now, but they're not they don't have that sort of steady stream of leads and coaching clients coming in on a consistent basis.
Totally. And I would say that's probably like the sweet spot of our market is. I mean, we have a lot of people who come in who don't have a program yet, which is fine.
We have the resources to help them build that. But I think the people who find the faster success with the course are those who are already like they know who their people are. They have some some program. Almost everybody that comes in is like had a program. And I thought it was amazing. But then I watched this module on this thing and I have like a million new ideas. And so they do end up like refining it or changing it a bit, which is great. It's so fun. But then if you have that, it's just a matter of getting traffic to it, right? And that's the ads job is getting the traffic into your funnel and walking your person through that journey from not even knowing who you are to knowing you, liking you, trusting you and being ready to buy whatever the thing is that you have to sell on the back end. So that whole process.
We were talking to other day and you said something or I don't know, one of us said something. It's like you can't help people if people don't know about you.
That's right. Right. It sounds so obvious, but like, when you break it, like you think of it like that, it's like, oh, yeah, it's true. I need to let people know about me and what I do and who I am and how I help people.
Yeah. Like we don't want you to be the best kept secret on the Internet. Yeah, actually, we want people to know who you are and what you do.
Just reminds me real, real quick. My wife went over to. To tour a gym right near our house this morning because she'd never been there before. And it was one of those like, it's really, really nice, but it's a like there's no one at the front desk. It's like you have a card to get into it, like 24 hour access to it. And she mentioned like the person that gave the tour. Couldn't have cared less like it was. Is she? She said to me, she's like, I almost felt like they're trying to keep it the best kept secret.
And I was like, Well, I hope this person isn't in sales because that's not a great you know, it's not a really good sales strategy here.
So hopefully that's not their marketing or sales person.
Yeah, exactly. So where can coaches go to get the program?
So if they want a funnel course, they can go to my website at Neill Williams. And if they're not ready to buy a course, they want to listen and get some free help. Of course, I have my podcast. It's called the six Figure Coach that they could listen to as well.
Awesome. I will link those links in the show notes for today's episode. Always fun. Neill. We could talk about this stuff forever. So thank you for coming back on the show. I appreciate it.
Yeah, thanks so much for having me.
All right. If you're a coach, as I mentioned, as we were just talking about, definitely check out her program, 100 K Funnel. Go to her website, Neill Williams, click on the 100 K funnel.
Also check out her podcast, which is weekly with great content. It's the six six figure coach podcast. Always good stuff. And as you can tell, Neill is just she is a student of mastering different things and she's been working really hard on mastering the skill of ads. And I really think that she's cracked the code here and she teaches all that stuff for coaches inside of the 100 K funnel course. So really good stuff. Thank you for listening as always. I appreciate you. Until next time, my friend, be well and I'll talk to you soon.