Part 1: Matching Your Ideal Client with Your Ideal Offer
– Finding Your Mountain
Thursday, 4 May
11:00am – 12:30pm AEST
This part is all about beginning with the end in mind. We “reverse engineer” from here. This is where most people go wrong – they start with their lead magnet and try to build a funnel from there. The key is to build your marketing system backwards from the ultimate goal you want to achieve.
- Getting clear on WHAT is at the top of your mountain – Identifying WHAT you sell (your Ultimate Desired Conversation Activity).
- Getting clear on WHO is going to climb your mountain – Including a process for creating a buyer persona (Avatar) for each of your ideal clients. This step is so important it is at the foundation of your entire marketing system and you’ll learn why.
- Understanding your numbers – What is your goal in terms of sales (how many people need to climb this mountain)? Understanding “lifetime” value vs “transactional” value. An easy way to work out how much you can invest to attract people to your marketing system and calculate Return on Investment (ROI).
(NOTE: all Hot Seat applications close at midday on the Tuesday prior to Thursday 4 May).
Part 2: How to Use a Marketing System to Get Your Ideal Client to Buy from You
– Climbing the Mountain
Thursday, 11 May
11:00am – 12:30pm AEST
This part is all about creating your Marketing System – what is the best path to move your ideal client from the bottom of the mountain to the top?
- Understanding Funnels – The psychology of the funnel. Types of funnels. The power of “if”/”then.” Roughing out your funnel. What a marketing funnel looks like. The importance of Autoresponders. How much free content to give away? Why you need a plan for those who don’t make it all the way to the top (because they might one day).
- The “Step 2 Secret” – The powerful strategy you can easily implement, right on the thank you page of your lead magnet and works for just about every business, whether you are selling a product or a service. Sample funnel diagram.
- Marketing System Blueprint – The specific funnel blueprint that is getting results right now, whether you’re driving traffic from your own list, JV’s or paid media.
(NOTE: all Hot Seat applications close at midday on the Monday prior to Thursday 11 May).
Part 3: Growing Your List With More of Your Ideal Clients
– At the Foot of the Mountain
Thursday, 18 May
11:00am – 12:30pm AEST
This part is all about what you can do to encourage your ideal client to start the journey – how to craft a lead magnet offer that will not only get a high percentage of opt-ins, but will also pave the way for your ideal client to reach the top of the mountain.
- Your lead magnet can’t be a 30 foot cliff – How to create a lead magnet offer that is the perfect first step for your ideal client and will position them, right from the start, to buy from you (and the big mistake most people make that turns people off).
- Topic, Type and Trigger – The three T’s – how to name your lead magnet, choose the right type of lead magnet and what specific calls to action work best.
- Why thinking laterally will get you more opt-ins – Turning the “me” to “you” and truly getting to the heart of what kind of offer will work requires thinking laterally. Learn why the best way to sell is NOT selling and why you must start out with an “agnostic” mindset when it comes to presenting your product or service in your lead magnet.
(NOTE: all Hot Seat applications close at midday on the Monday prior to Thursday 18 May).
Part 4: How to Attract More of Your Ideal Clients Into Your Marketing System
– Traffic to the Mountain
Thursday, 25 May
11:00am – 1:00pm AEST
This part is all about how you get your ideal client to the mountain (promotion) and then nurture them through the “funnel”, the “bucket” and beyond (content marketing).
- Your promotional “real estate” – Discover the difference between a “squeeze page” and your website and why knowing that one thing will dramatically boost your conversions. Plus, how (and when!) to use squeeze pages, web pages and pop ups to promote your offer.
- Owned, Earned and Paid Promotion – Strategies for driving traffic to your marketing system from your blog, social media channels, JV partners, affiliates and paid advertising.
- Marketing beyond the funnel – Not everyone will make it to the top of your mountain. Here’s how you can nurture those who don’t make it to the top (because they might one day!). Nurturing and list segmentation strategies you must know to keep your list healthy and your community thriving. Plus an overview of your ongoing content marketing calendar.
(NOTE: all Hot Seat applications close at midday on the Monday prior to Thursday 25 May).
Offers That Sell: Live One-Day Event
Wednesday, 31 May
Time: 8.30am – Registration, 9.00am – 5.30pm
Location: Swissotel Sydney, 68 Market Street, Sydney
This will be a really fun, practical, hands-on day where you will learn how to position, price, brand, and name your offers so that they are totally irresistible to your clients. Michelle and I will be right there in the room to support you. Go here to find out more information
Bonus: Content Sells 90-Minute Follow up Implementation Call
Wednesday, 7 June
11:00am – 12:30pm AEST
This is a great opportunity to ask questions and share the results of implementing what you’ve learned on the Content Sells Master Course.
Introduce Yourself
