How To Create Facebook & Instagram Ads That Grow Your Email List
For $2-$3 per lead
Today we’re doing a deep-dive on how to create ads that grow your email list for $2-$3 per lead.
Here’s what you’ll learn:
How to choose the perfect lead magnet
How to create simple static image ads that convert
How to write banger ad copy
How to create a simple opt-in page that converts at 50%+
Let’s dive in.
1/ The Lead Magnet
An ad is just a useful piece of content you’re paying to put in front of people.
The reader gives you their name and email in exchange for the content (your lead magnet). Once they’re on your email list, you can sell whatever you want without extra ad costs.
I like to use guides and mini-books for my lead magnets.
Why?
People understand books
They’re practical and useful
It pre-sells them on working with me
The most important part of your lead magnet is the headline or title. It determines the types of people you’ll attract.
It should only appeal to people you want to work with, while repelling everyone else.
Check out one of my examples:
Who do you think this will call out to?
Someone who uses sales calls to close clients
Someone who is tired of using sales calls to close clients
Someone who sells a product or service priced in the 4-5 figure range
^^^If you don’t check those boxes, it won’t be relevant to you. And most will scroll by.
So when you’re trying to figure out the perfect lead magnet topic, think about what you help with and what type of person you want to attract.
I like to keep my titles short and benefit-driven. Someone should be able to read it and immediately know the benefit of it, while being curious enough to dive deeper.
You can use ChatGPT to help you brainstorm titles.
Here’s an example prompt I used:
I'm writing a book that helps business owners who sell high-ticket products and services, to sell them without sales calls. I want a title that creates curiosity while also showing the clear benefit of the book. It should be 3 words or less. Could you give me 25 name ideas?
ChatGPT answer:
Call-Free Selling
Effortless High-Ticket
Sales-Free Revenue
No-Call Profits
Silent Conversions
Callless Cashflow
Sell Silently
Quiet Closures
Unspoken Sales
Seamless Selling
Call-Free Commerce
High-Ticket Magic
Silent High-Ticket
Speakless Sales
Sell Unseen
Invisible Deals
Quiet High-Ticket
Effortless Profits
Unheard Closures
High-Ticket Whisper
No-Call Profits
Silent Success
High-Ticket Ease
Mute Sales
Sell Secretly
I then used this prompt to come up with a sub-headline:
Awesome I like Call-Free Selling. Can you write me a short sub-headline for the book? It should follow the format of "The definitive guide on _" or "How to _"
ChatGPT answer:
"The definitive guide on closing high-ticket deals without sales calls."
"How to close high-ticket sales without ever picking up the phone."
"The definitive guide on effortless high-ticket selling without calls."
"How to boost your revenue with call-free high-ticket sales."
"The definitive guide on mastering call-free high-ticket sales."
You can outsource a lot of the thinking and ideation to ChatGPT with clear prompts like this.
2/ The Ad Image
The great thing about Facebook and Instagram ads is you can get started with a simple static created in Canva.
I’m testing new styles ongoing, but here’s a couple that have gotten me $2-$3 leads.
This is the No Sales Calls book ad image:
Just a 3D rendering of the book on a yellow background. The size is 1200x1200.
Here’s another example for my recent Email List 1K guide:
It’s a screenshot of a video where I’m going over the guide. The size is 1200x628.
As you can see I’m mid-sentence in the image, so it definitely doesn’t need to be perfect.
3/ The Ad Copy
There are countless copywriting formulas you can use. I’ll share what I’m using since that’s what I have data on.
Formula 1: Old Plan vs New Plan
[Niche]… what would you rather do?
Describe the Old Plan they’re doing now to try and solve their problem
Describe your New and different Plan on how you’ll help them solve their problem
Tell the people who like your New Plan that you have a book or guide
Tell them it’s free and where to download it
The headline is “Download The [Title] Today” with a “Learn More” CTA button.
This works because you’re creating contrast and curiosity between what they’re doing (and fed up with) now, and a new way to do it.
Formula 2: I made this for you
I put together a free [guide/book] for [niche] on how to [get result] in [time]
These are same steps that [helped myself/client get this result]
Download it here:
Link
The headline is “Download The [Title] Now” with a “Sign Up” CTA button.
This works because you’re sharing something useful and proof on how it’s helped you.
To find more proven ads:
Go to the Facebook Ads library
Set it to “All countries” and “All ads”
Type in a keyword or competitor page
Filter by “English” language and “Active” ads
Get inspiration from other ads (I like to look at ads that have been running 3+ months)
4/ The Opt-In Page
The opt-in page offers something of value (your lead magnet) in exchange for their contact info.
Here’s my No Sales Calls book example:
The headline tells them what they’re getting and the title of your guide/book
The sub-headline teases the benefit of the info
There’s an image of the guide/book on the left side
The copy calls out to the old plan vs new plan
The form collects their first name and email
This converts at 59-64%.
Notice how simple it is? No distracting links or media. The only thing they can do on this page is opt-in.
Here’s another example for my Email List 1K guide:
There’s a picture of my logo at the top
The headline says Free [guide/book]: How to [get result] in [time]
The sub-headline tells them a benefit they’ll get in addition to the guide
The form collects their first name and email
The sub-CTA text tells them to fill out the form to join 25,583+ Rainmakers and get instant access to the guide
The icons at the bottom link to my social channels
This converts at 47-57%.
You can use the Facebook Ads library to find other opt-in page ideas.
Conclusion
You just learned:
How to choose the perfect lead magnet
How to create simple static image ads that convert
How to write banger ad copy
How to create a simple opt-in page that converts at 50%+
This is exactly how I get $2-$3 leads on Facebook and Instagram.
In a future post I’ll share the funnel and monetization strategy to help you grow your list for free.
If you found this useful, please “Like” it. Share it with a friend. Comment below if you have any questions.
And make sure you subscribed so you don’t miss any future posts.
See you next time.
Your compadre,
Sean Anthony
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