Part 1: Matching Your Ideal Client with Your Ideal Offer

– Finding Your Mountain

Tuesday, 14 January
Released 10:30am AEDT

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).

Part 2: How to Use a Marketing System to Get Your Ideal Client to Buy from You

– Climbing the Mountain

Friday, 17 January
Released 10:30am AEDT

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, Joint Ventures or paid media.

Part 3: Growing Your List With More of Your Ideal Clients

– At the Foot of the Mountain

Tuesday, 21 January
Released 10:30am AEDT

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 Ts – 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.

Part 4: How to Attract More of Your Ideal Clients Into Your Marketing System

– Traffic to the Mountain

Friday, 24 January
PRESENTED LIVE! 10:30am – 12:30pm AEDT

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, Joint Venture 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.


About the Author

HerBusiness (formerly Australian Businesswomen’s Network) is a membership community that provides education, training, resources, mentoring and support for women business owners.