Millionaire Marketing Manual by The Coaching Institute

CONTENTS Contents ..........................................................................................................................................2 Mastermind Club ............................................................................................................................4 5 Day Closed Door Session Handouts .................................................................................................. 4 Welcome To the Room ....................................................................................................................... 4 Formula for Success ........................................................................................................................... 5 Getting the most from this training .................................................................................................. 6 Psychology behind Marketing .................................................................................................... 13 The Three ‘C’’: ......................................................................................................................................... 14 Prelaunch Sequence: Part One ............................................................................................................ 15 Organisational Systems for Success: .................................................................................................. 16 Prelaunch Sequence: Part Two ............................................................................................................ 17 Niche: Part One & Two .......................................................................................................................... 19 Three Types of Niches .................................................................................................................. 21 Niche.............................................................................................................................................. 23 Niches...................................................................................................................................................... 24 How to Choose your Niche................................................................................................................... 24 Become the Expert ................................................................................................................................ 24 Getting Online in 3 Easy Steps .................................................................................................... 27 STEP ONE: Landing Page ...................................................................................................................... 27 STEP TWO: Generate Leads (Adwords) ............................................................................................... 27 STEP THREE: Communicate with them (Auto responders) .............................................................. 28 Key Messages ......................................................................................................................................... 28 Brendon Burchard Launch Sequence ................................................................................................. 47 Segment 3: Online Marketing .............................................................................................................. 49 Four Models on Online Marketing ...................................................................................................... 50 Marketing...................................................................................................................................... 51

Your Job:.................................................................................................................................................. 54 The Laws of Marketing: .................................................................................................................... 54 The Four Steps for Marketing: ......................................................................................................... 54 Thinking About Buying A Digital Camera? ..................................................................................... 54 5 Things You Need to Know Before Buying A Digital Camera: ................................................... 54 Free Report: ............................................................................................................................................ 54 The BIGGEST key to marketing and business success ..................................................................... 55 Mindset of Sharon Pearson ......................................................................................................... 73 Online Marketing Deconstruction ....................................................................................................... 74 (The American Monk) & Satellite Sites ........................................................................................... 74 Copywriting................................................................................................................................... 75 Online Marketing ......................................................................................................................... 77 55 Ways to Generate Leads... And counting... ................................................................................... 77 How to get a website launched: ...................................................................................................... 77 Building your Website: ..................................................................................................................... 78 Traffic + Conversion = List .................................................................................................................... 78 How to Generate Leads to your Website ....................................................................................... 78 Four Main Ways – ......................................................................................................................... 81 Email query: ............................................................................................................................................ 84 Offline Marketing ......................................................................................................................... 86 “How to Contribute to a Book” Template ................................................................................. 89 Ascension Model & TOV (including $50K) ................................................................................... 90 $50K Brainstorm .................................................................................................................................... 91 Ascension Model .......................................................................................................................... 92 Recap of the 7 Steps .............................................................................................................................. 94 The Ultimate System for Success in Your Business .................................................................. 96 Business Leadership ............................................................................................................................. 96 Mindset ....................................................................................................................................... 103

MASTERMIND CLUB 5 DAY CLOSED DOOR SESSION HANDOUTS

WELCOME TO THE ROOM 

15 minute introduction to your tables

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Feedback – Where are you at, Why are you here, Say your name

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Say HI <Name>

Briefly discuss the Niches people have brought to the room

All the tables

Prelaunch Guest Speakers o

Dr Natalie Green – Launch

Owen Cope – Social Media & Technology 

Positioning statements: 

Right hand man for technology

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Partner to the program

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Willing to go the extra mile and stay with you to take you through step by step

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Will be there right next to you to hold your hand whilst you implement the steps

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Taken the Mastermind system and translated it so that you can easily repeat the same steps

Kamahl Barhoush – Systems in Action

Clare Cope – Networking For Results

FORMULA FOR SUCCESS o

Willingness to challenge old thinking

Welcome different thinking

Open to feedback

Willing to take action

Connection to the speaker, not to your need to get everything recorded

Business relationships with people in the room e.g. JVs people may start together

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High-level program objectives

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Objectives for the 5 days [Schedule]

Take a look at this diagram!

You’re going to be hearing from…

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Owen Cope

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Kamahl Barhoush & Dr Natalie Green o

Both are successes in their businesses – and have applied what you’re going to be learning

GETTING THE MOST FROM THIS TRAINING They and others who have succeeded bring... 1.

Willingness to challenge old thinking

Welcome different thinking

Open to feedback

Willing to take action

Connection to the speaker, not to their need to get everything recorded

What we do... 

Give you the entire step-by-step system that turnovers in excess of $10,000,000 last year

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The environment to connect with the most determined, focused and successful members you can find

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The space to build your own successful business, on your terms and in your way

What I’ll show you... 

The mindset of a multi millionaire marketer

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How to choose a successful niche

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The keys to successful marketing

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How to build a website

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How to drive traffic to the website

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How to convert traffic

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How to market off line

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How to develop a product line using the ascension model and design a table of value

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How to ‘launch’ a product

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How to sell from stage

What would be great...   

If you become one of the speakers at one of these events If you share your successes with others If you enter the competition this year

Overview:   

High level overview of end to end Launch Process emphasizing the beginning around “PREPARATION”. 7 steps from Ideal Average Day through to Post Launch Dr Robert Cialdini – Six Laws of Influence

Prelaunch Table:

Preparation Table:

Psychology Behind Marketing:

The Educational Spectrum

PSYCHOLOGY BEHIND MARKETING

To move people from low trust, low responsiveness and low desire to a high trust, high responsiveness and high desire you must develop:  Experience  Expertise  Overlay Spiral Dynamics  Character, Content & Community

CHARACTER  Your character is the dream your Avatar has  Characters that have been monetized Jeff Walker, Tony Robbins, The Colonel, The American Monk Brian Tracy, Donald Trump, Greg Norman, Michael Jordan David Beckham, Tiger Woods, Oprah Winfrey, Mickey Mouse, Justin Bieber, Richard Branson, Steve Jobs (Inside Steve’s Mind) Ronald McDonald  Four main characters o Reluctant Hero o Home town boy done good o Us vs. Them o Authority Leaders

COMMUNITY       

Turn list into a community, everyone wants to be plugged in/connected Every single community, that can be monetized has one thing in common – they are irrationally passionate Examples: Food critics, runners, mediators, specialized networking groups , share trading groups, property investment clubs, review sites, virtual world online (second life), gaming Facebook – the biggest community on the planet Walt Disney is the ultimate community in the world Ultimate Community Elements for a Mastermind Group (from Dan Kennedy) o Elite hard entry o Has jargon o Symbols unique to group o Secrets that can’t be shared o Pride in being part of community o Sense of contribution from members and non-reliance on the leader

CONTENT 

Give your best stuff away first for free

THE THREE ‘C’’:

Character Your character is the dream your Avatar has Reluctant Hero Home Town Boy Done Good Us vs. Them Authority Leader Guru

Community Everyone wants to be “Plugged in”, “Hooked up” and “Connected” The pack is all powerful “Underdog” and “Extremist” Storyline

Content Give your best stuff away first … for FREE Create and execute your Ascension Model

PRELAUNCH SEQUENCE: PART ONE  Every 1000 Leads = $1M Turnover  Walkthrough three different models of launch sequences for respectful marketing o Educational Spectrum o Prelaunch Sequence (Jeff Walker) o Results in Advance (Frank Kern) Become the trusted advisor

ORGANISATIONAL SYSTEMS FOR SUCCESS: 1. iPad 2. Small Book to Capture thoughts and notes 3. Hard Cover A4 Book where every page is dedicated to a new idea 4. Two books for learning a. One for Jeff Walker and Frank Kern to capture transcriptions, summarizing and notes on their content “If you can write it you can own it” b. One for Randoms to capture new learning’s from other people in your market 5. Current Affairs manual to capture day to day notes and paperwork for the day Have systems and tools in place to easily capture:    

What I’m learning What I’m developing What I’m studying What I’m doing today What I need to do in the month ahead

Be Level 4 about your learning.

PRELAUNCH SEQUENCE: PART TWO Results in Advance What are the steps they need to get happy? Give them what and why but not too much of the how.. If you give them too much how they tell themselves it’s too hard, give up and do nothing Create 4 easy steps that help the individual to visualise themselves doing the steps. Balance how much you give them to ensure they continue moving forward and do not get overwhelmed with too much stuff because “if you free stuff is too much to get through how will I be able to get through the stuff I pay for” Contain your free stuff to 5 minute videos and short bursts of information.

Intent and Desire Is To Become the Trusted Advisor  Give away your best cool stuff for free  Mind read the problem of the Client, Better than They Can Do It  Three Things to consider: o How will You Map Out The Best Stuff o What Are You Going to Give Them o What is Their Biggest Objection, and How are You going to Overcome this with a give-away  Enter their mind and create the interest and give them your free stuff  In the Land Of The Blind, The One-eyed Man Is King

Frank Kern 5 Key Steps repeated over and over for a Perpetual Launch Sequence. Incorporate Educational Spectrum and Results in Advance in sequence.

NICHE: PART ONE & TWO NICHE = Focused, targetable portion of a market

Three Steps to Defining your Niche

Find the starving crowd (An irrationally passionate crowd that is big and will spend enough to make it worthwhile)    

Best Niche = Sell Money at a Discount Sell people what they want then give them what they need One message – one market – one solution To sell to that niche, opt in to competitors and blend their content

Key Criteria    

Is there a starving crowd? Can you reach them? Will they spend money? Is there at least one good direct response marketer in the niche?

Examples of Niches   

Teaching Your Parrot to Talk Russell Brunson – SpudGuns $40k per month Ryan Deiss – American Survivalists Outrageous claim

Research key words and Google trends    

Your market must be present and searching Show where Google Adwords appear Click through on the ads and you know they are most likely making money if a call to action is present Research on Google keyword tool (over 50,000 per month = good niche)

Three main types of Niches   

Spiritual – not grounded, very difficult to make money from because nothing translates into action Soft Skills – process driven skills, not measurable outcome that is quantifiable e.g. communication Hard Skills – action driven skills that result in money and outcome (IDEAL)

THREE TYPES OF NICHES

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What makes a good Niche? o How to deal with… o Learn how to… o Best niche is teaching how to make money at a discount

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Great profitable domain names contain “How To”

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Niche Review o

www.howtowriteabestseller.com  Started with a group of 10 people (inner circle) to get a bestselling book out then leveraged this success to fill workshops  Generates $250k per year  Buy 2 day training then upgrade to higher end product

o o o o

www.attractinggenuinelove.com  Authority based Teaching Your Parrot to Talk Russell Brunson – SpudGuns $40k per month Ryan Deiss – American Survivalists Outrageous claim

o www.nevercoldcallbook.com  Became unicorn (unique song to solve common problem) in the niche to generate authority  Examples of unicorn include eMyth, 4 Hour Work Week, Men are From Mars Women are From Venus

o www.horsewhisperer.com.au o www.earlytorise.com  Ezine based site; Turnover US$20M a year  Has no products – all affiliate sales  Horizontal opt-in o www.ausgolfdirect.com.au/DistanceReport/free.htm 

Most irrationally passionate group on the internet

o www.calm.com.au  

Missing cool headline Has great opt-in could be improved with quick quiz

o www.malemery.com  

Trained by Dan Kennedy Meets criteria of great website

o www.briantracy.com 

Simplest form of landing page – headline is the offer

o www.foreverlaid.com o www.scrapbookingprofits.com     

Generates $36K per year Brett McFall Develop questionnaire to uncover what people want to know about scrapbooking Put questions on elance and get people to answer them and generate an eBook Long form sales letter

o www.spiritualcinemacircle.com    o

Monthly subscriber fee to be send a motivational or spiritual dvd per month Acts like a fulfillment centre Generates around $3M per year

Tip – great to go into a low volume niche with low volume product to better manage Adwords costs

NICHE

Overview of the WHOLE system

NICHES “A focused, targetable portion of the market” All industries, one solution One industry, one solution One geographical area, one solution May want to start with an aspect of coaching and get great at attracting prospects and converting them, before spring boarding the skills you use into something unrelated to what you already know

HOW TO CHOOSE YOUR NICHE 1. They have a problem 2. They’re hungry for the solution 3. They will spend money to solve it 4. They invest in themselves 5. You can reach them 6. Someone else is a success in the Niche 7. You can stand out 8. Business to business easiest 9. Selling money at a discount easiest of all - Page 68 and 81 (for criteria for successful niche) -

BECOME THE EXPERT  You want to be seen as THE expert and go-to person in your niche  That’s why it can help going into unsophisticated marketing niches – where they are passionate about the thing, but have no clue about marketing  Page 69 – research  Key word searches o www.wordtracker.com  Clickbank  Magazines and best sellers  Page 72 – build a survey site  Page 76 – 204 hot topics

Niches that are successful            

http://www.attractinggenuinelove.com http://www.nevercoldcallbook.com http://www.briantracy.com/howtowriteabook http://www.ausgolfdirect.com.au/DistanceReport/free.htm http://www.helpwithparentingteens.com/ http://www.calm.com.au/stress_management.php http://www.meditation-music.com.au http://www.horsewhisperer.com.au/ http://www.howtowriteabestseller.com/ http://www.malemery.com/ http://www.foreverlaid.com/?hop=canada44 http://www.earlytorise.com/

Or DONT become the Expert You don’t HAVE to have one specialty – you can develop a business by entering other people’s Niches  Ideally – – Competitors – Market poorly – Top of Clickbank – if it’s there, it makes money  You could simply develop a business that is based on what people are into, such as – http://spiritualcinemacircle.com – http://easydogsystem.com/dogsites/thedogsystem.com/ – http://mindmovie.com – http://richhappyandhot.com 

Profitable Niches • • • •

www.wire-sculpture.com www.yoga-teacher-training.org www.decorate-redecorate.com www.dotcomsecrets.com

Coaching Niches • • • • • •

Small business Emerging leaders Spiritual Sales Marketing Home based business

• Relationship • Corporate • Time management

Key word Searches  http://inventory.overture.com/d/searchinventory/suggestion  www.wordtracker.com  Remember too much competition for single words, much better off using phrases  Design one page for website per key word, but don’t be hung up about it

Successful People Take the structure of what works and adapt it to suit them, their style and what they want to accomplish – everyone else searches for the “Magic Pill” (list, shortcut, templates done for them) so they don’t have to risk getting it wrong...

Goal Setting     

Harvard study Vision bigger than problem 1 year goals 90 day goals 1 week tasks

Before you Market to them • Create an ‘Avatar’ of your typical, average prospect/client • What do they want? What are their secret desires? What keeps them awake at night? How do they want to be seen? Who are they really? What motivates the

GETTING ONLINE IN 3 EASY STEPS

STEP ONE: LANDING PAGE • • • • • • • • • • • • • •

Create Landing Page using SendPepper Go to TCI.sendpepper.com Landing page key components: Logo Terms of Service Site Map Linked to a Blog Based multi-page site 4 Components of a Landing Page: Interrupt Headline – Who’s it for & What’s in it for them Engage (the Avatar) Aggravate problem You know their problems better than they know their problems Educate Tell them what they need to know – Digital camera copy example Become the trusted adviser – Not the sales person – that’s what everyone else is doing • Call to action

STEP TWO: GENERATE LEADS (ADWORDS) Four steps to Adwords    

Keywords (Avatars biggest desire/fear) Ad headline = keywords Ads and keyword must be a match. Landing page head line Offer to match – Title and value

What is social media: Explain how to use:     

YouTube Twitter Facebook LinkedIn Blo

STEP THREE: COMMUNICATE WITH THEM (AUTO RESPONDERS) Step 1: Know your Avatar   

Make them aware of what they didn’t know. Educational spectrum example of online folder give examples of how the auto responder is done. What are the three C’s Character, Content, Community

Step 2: Map out what are my 5 or 7 steps to...........  

  

What are some examples of other 5 or 7 steps that have been used in the room? How could you rename the 7 steps each with headlines? Make each of your 7 steps killer headlines all of these are in your manual. Always have a PS on the bottom even PPs they skim content but read PS When doing 7 step series ask them to respond get them to do something Give them really cool stuff and educate them with what you need them to know The next email may not be education but more of a touch base and look out for the next email. You will write email in each step with 200 or 300 words examples are in the online marketing book

Step 3: Get onto Sendpepper             

Go through the how to construct message on Sendpepper Name and descriptive Name company email Reply email put in your email and Subject line- headline make it killer headline to encourage people to open your email Preview email so you can check formatting here write your email Para 1 Para 2 Sign off PS Contact info (first name) This is the email after you have sent them the free report and you start the pre launch There will be 7 emails

KEY MESSAGES  



It does not need to be perfect just get it out!!! Stop and consider the power of this you could send up 2,3 4 months of emails and they are taken care off so you don’t need to contact them it’s all through auto responder If you get through the series and there is no response what do you do next?

BRENDON BURCHARD LAUNCH SEQUENCE Live Demonstration of how all elements of prelaunch come together

Reason why Marketing “Because You” (Increases bonding & trust) Plugged in/Hooked up Show that what you do matters, plug them into it, make it matter to them and they will want to stay. Elevate your “Thing” to more than a program – it is a vision, a movement, an experience..Take your message and elevate it to a mission.

Critiqued Landing Page for:       

Interrupt Engage Educate Offer Spiral Dynamics Opt in wording Big Promise

Critiqued Video for:  

Character Language

SEGMENT 3: ONLINE MARKETING 

Distinction between single landing page linked to Adwords and organic ad

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Ranking number one in Google will also mean you will most likely rank number one in yahoo etc

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Multi-page Websites are key to Google loving you and ranking you highly organically. Key components of multipage site include: o Logos o Relevant content o Interactivity o Updated regularly

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Traffic / SEO – how to rank organically and generate leads Backlinks(www.qualitybacklinks.com or www.backlinkwatch.com) Keyword relevance Metatags Blogs Discussion boards and Forums YouTube Twitter Facebook eZine articles Online articles that are converted into YouTube Content Network Remarketing (Google Ad Innovations) Remarketing allows you to show ads to users who’ve previously visited your website as they browse the Web. Captions around photos is the second most watched element of a website by consumers second to the headline To generate a list JV with someone that has a list or search Mailing List Brokers Australia on Google Buy list Send postcard that gives a free gift if they opt in online (approx $3 per postcard) The Brokers will buy the list back off you if you can provide more detail than what they gave you for the same price you bought it for

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FOUR MODELS ON ONLINE MARKETING 1.

Russell Brunson Way – Pay only P&H. + forced continuity.

Daryl & Andrews System

3. TCI Model – discuss a/b split testing of landing pages. Keys: Landing page /website. Educate with auto responders. Offline sales team. Shock & awe pack. Different lumpy mail touch points for different people. 4.

Will Swayne

URLs to Load: www.qualitybacklinks.com www.backlinkwatch.com www.articlemarketer.com www.uniquearticlewizard.com www.flowtown.com www.sharethis.com www.popupdomination.com www.slideup.com www.copydoodles.com www.livechat.com www.cbengine.com www.southbeachdiet.com www.sitepal.com www.traffictravis.com www.directresponselists.com www.oneclickupsell.com www.kajabi.com Remarketing – if you generate more than 500 leads, you could submit it to a remarketer site so that everywhere they go your ad will appear www.hootsuite.com Search: Mailing List Brokers Australia on Google

MARKETING

Keys to Marketing Your ability to market and then sell your product and service A minimum of 80% of your time and effort must go into these two things

You don’t have a Business Unless you market your business Marketing is not an ad in the paper – that’s a campaign Marketing is ongoing successful strategies that reach your ideal prospects and cause them to act – ideally by opting in or buying from you! “Direct Response Marketing”

Brendan Burchard

Hero’s Launch Sequence

Brendon Burchard

The Education Spectrum

YOUR JOB: Be there as their trust and educational levels rise

THE LAWS OF MARKETING:         

Reciprocity Consistency Social proof Liking Authority No risk Scarcity Urgency Free – “STACK THE COOL” - Page 125

THE FOUR STEPS FOR MARKETING:    

Interrupt Engage Educate Call to action

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THE BIGGEST KEY TO MARKETING AND BUSINESS SUCCESS Results in Advance     

When we’re joining list we’re sceptical, so to rise above all, you help them get results Milestones have to happen for prospects to reach their ultimate results Creates separate pieces of content that deliver solutions for each of these hurdles Moves them down the educational spectrum Delivers ‘positive expectancy’ – feel like they can do it, can get the results, so all objections disappear

IF COME TO CONCLUSION THEMSELVES IT’S MUCH MORE POWERFUL THAN IF YOU CONVINCE THEM Results in Advance: What are the steps they need to get happy? Create 4 easy steps that helps the individual to visualise themselves doing the steps. Each step leads to the next step – build confidence with each step Give them what and why but not too much of the how…if you give them too much how they tell themselves it’s too hard, give up and do nothing Balance how much you give them to ensure they continue moving forward and do not get overwhelmed with too much stuff because “if your free stuff is too much to get through how will I be able to get through the stuff I pay for”. Contain your free stuff to 5 minute videos and short bursts of information. One Problem = One Solution

What are the four steps or pieces of information that your market wants to move from “Not Happy” to “Happy”

MINDSET OF SHARON PEARSON

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I am my own coach/mentor

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Are your goals for you or those that you serve – my goals are for whom I serve (What’s in it for me is your market, how you serve is the market leader) o

Who do you serve

Why do you serve them

How do you serve them

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How are you providing value to your posse right now?

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Have an attitude of giving not getting

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When I’m a participant I listen from the perspective of how can I use this

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information I’m receiving to serve

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Highest value = obligation – I am driven from my desire to serve

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Immature Mind thinks about Me, Mature Mind thinks about We, and Enlightened/Advanced mind thinks about You

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I don’t question the mentor ever when I’m in a room learning

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If you’ve done it and you teach you are the legend of the community – takes certainty, courage and clarity to turn the complex into simple

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Always express your appreciation – no one owes you anything

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The more dreams you help come true – your dreams get taken care of

ONLINE MARKETING DECONSTRUCTION (THE AMERICAN MONK) & SATELLITE SITES Killer Copywriting – The American Monk Copywriting Basics 1. Who are you prospective clients? 2. How is your stuff different to everyone else’s stuff? 3. Why should your prospects have faith in your stuff? 4. What are the benefits to your stuff? 5. Why would someone reject your offer? 6. Why would they act right now? 7. What’s in it for them? 8. People are trying to say ‘No’ to you 9. Do your research 10. Speak conversationally 11. Speak with emotion and then help them justify with logic Construction of Your Sales Letter 1. Attention grabber 2. Opening 3. Problem 4. Solution 5. Offer Constructing Bullet Points 1. The How Bullet 2. The Secret Bullet 3. The Why Bullet 4. The Whatever Bullet 5. The Number Bullet Offering Bonuses

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Introducing Price

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Call To Action

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Your Guarantee

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Your Summary Table

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Incorporating Scarcity and Urgency

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Using P.S.

COPYWRITING

Killer Copywriting 1. Sales Letter 2. Bullet Points 3. Bonuses 4. Price 5. Call To Action 6. Guarantee 7. Summary Table

Online Marketing – Satellite Sites

ONLINE MARKETING

55 WAYS TO GENERATE LEADS... AND COUNTING... What we’re going to cover: 1. 2. 3. 4. 5. 6.

Launching your own website How to generate leads to your website How to get people to ‘opt in’ to your website What to do with the prospect who has opted in How to ‘launch’ a product or service One Time Offers – OTO’s

The Overview 1. They opt in to get free stuff, because they’re not ready to buy, trust is low, and they want to get educated 2. You then educate them and build trust over time using auto responders, making occasional offers and reminding them of how valuable a resource you are to them 3. You STACK THE COOL!

Examples that work: http://www.internetlifestylesystem.com/truth2/ http://www.doubleyourdating.com/ http://www.dotcomsecrets.com/ http://yourcoachingsuccess.com.au/ http://www.andrewanddaryl.com/ http://www.thecoachinginstitute.com.au http://www.shiftspeakertraining.com/ http://www.jamorama.com HOW TO GET A WEBSITE LAUNCHED: 

Buy a domain name – www.crazydomains.com – Action word domains are best – www.getridof....com – www.sellyour...com

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Build site using automatic designs – www.99designs.com – www.systemshq.com

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BUILDING YOUR WEBSITE:       

Home/About Us/ Success Stories/ Free Stuff/ Contact Us http://www.marketing-results.com.au Heading One para story Testimonials; each overcoming different objections Outline of benefits Optin to receive cool stuff

It’s all about the LIST!!

TRAFFIC + CONVERSION = LIST HOW TO GENERATE LEADS TO YOUR WEBSITE 1. Adwords 2. SEO 3. Blogging – your own blog and visiting others 4. Online articles – distribute en masses 5. Create videos for YouTube and Google distribute en masse 6. Give away something for free to another marketer 7. “Lumpy mail” to drive them to you online 8. Write a book and have links in it to free stuff available online with you 9. Joint ventures 10. Affiliate marketing ADWORDS     

The fastest and easiest way to generate targeted traffic! It’s the right-hand side ads – it’s called PPC advertising and you ONLY pay if the prospect clicks on the ad – and they’ll only click if they’re interested Most people now associate PPC with shopping The cost is a factor The steps to get an account are in your manual SEO

   

Search engine optimisation is how you ensure your site will rank as high as possible in your category It’s over rated for the returns it gets you in most categories, but still worth some focus You can get to number one instantly with Adwords – it can take longer with SEO strategies You can do it in a day using blogging! BLOGGING

 

Use wordpress only – www.wordpress.org www.wordpress.com (they host and it’s instant) You can post your own blogs or comment on other blogs

(software);

  

 

Google loves relevant content, so rewards good content with a high ranking You can embed videos and audios www.sharethis.com – attach to blog and allows readers to e-mail posts and articles to their friends as well as automatically posting them on their Facebook and other pages All in one SEO pack for search engine optimisation CommentLuv – encourages comments through giving links back to their blogs ONLINE ARTICLES

    

Ensures you score lots of ‘links back’ Important from a ranking and relevance pov, and Google will love you for it Helps establish you as the expert in your niche www.ezinearticles.com www.articlemarketer.com to distribute your articles to 3,696 sites VIDEOS ONLINE

  

www.TubeMogul.com to get distributed to all sites Use titles and keywords that are rich in the keywords that bring people to your site Always provide a link to your site in the description – gives you backlinks PODCASTS

        

www.itunes.com New Macs come with professional podcasting software – Garageband Use a Logitech USB headset and plugs directly into the computer’s USB port Use Google feedburner to add necessary elements to podcast Need a blog to host your podcast content Post podcast on blog Submit blog address to iTunes – enter the feedburner feed Go to Podcast directory in iTunes and then Submit a Podcast Use a free podcast hosting service GIVE AWAY COOL STUFF TO ANOTHER MARKETER

  

Joint venture with someone who has a client list Give them free cool stuff to give to their clients Their clients will be interested in you – they don’t want to buy just one thing – they want to buy lots from different people LUMPY MAIL TO DRIVE THEN MOVE ONLINE!



Direct mail is where all this started from

WRITE A BOOK    

Use it as a lead generator and to build your credibility with your market Compilation of different contributors End of each section has call to action Give bonuses away – money magnets JV’S

   

I JV with Dale Beaumont, Taki Moore, Daryl and Andrew Grant, Will Swayne, Bret Thomson Credibility from them helps my brand I can’t be all things to everyone – and don’t want to be Great way to hear different content OTHER WAYS TO BE KNOWN:

       

www.linkedin.com – for business connections www.facebook.com – for being known, connecting in your niche www.twitter.com – for ongoing launch progress; www.tweetag.com to get alerts for key words you’re into Find top three forums and start posting – use a simple name that’s relevant www.PRWeb.com – press releases for traffic or for being picked up by reporters www.digg.com – share what’s cool www.technorati.com – search for blogs www.ning.com – free social networking platform GETTING YOUR PROSPECTS TO OPT IN:

 

If someone visits your site you have about 7 seconds to capture their interest, and then they’re gone The more they scroll, the more chance you have that they will opt in

Choice One

Choice Two

FOUR MAIN WAYS –



Russell Brunson’s way Video entices you to enter details to get free thing etc



Daryl and Andrew’s way Front page, then the second page, then the offer



The Coaching Institute’s way Landing page opt in in exchange for free stuff



Will Swayne’s way Opt in for cool stuff on main website

Russell Brunson’s System:

Daryl & Andrew’s System:

The Coaching Institutes System:

Will Swayne’s System:

Whatever way you use... You MUST have a ‘money magnet’, ‘ethical bribe’, ‘cool free stuff’...

It’s not only about the list...   

...it’s about the relationship you have with your list They open your emails They follow what you tell them to do

Now they’re listening!  

Ask them what they want Listen to their objections o Then build into your offer what they said they want and solutions to their objections and fears, so they have no reason not to buy

EMAIL QUERY: I have a question for you... If you could have a private conversation with me, what two questions would you want to ask me? Send your question to sharon@... That’s all for now, look for your next issue very soon... To YOUR success, Sharon Pearson

Will Swayne’s series of auto responders:

How to launch a product – you need to know...     

“I’m a lot like you.” Aspiration or dream Common frustrations How you found the solution And you decided to share the solution – what does it do/what does it give them

Putting together email campaigns       

One topic only Provide value and content Include the benefit – “because...” Call to action – to download free something Write the same way you speak Write one person to one person Be interactive and have them do something Copyright © The Coaching Institute | All Rights Reserved | V2 | June 16

Putting together email campaigns       

Have the previous email link to the next Use scarcity, urgency, guarantees Use stories Inject emotion Add bullet points Bonuses Use quotes and stat’s

Putting together email campaigns     

Use the words – “because”, “this”, “If... Then”, “You...”, “Your...” Overcome objections SEE what you write – if you can’t see it, you don’t write it Strongest point goes in the P.S. Short paragraphs

Putting together email campaigns 

Use – o o o o o

What’s the problem Why hasn’t the problem been solved What’s possible? What’s different now? What should you do now?

Decision Making      

Big picture then detail Purposeful Sustainable Replicable Useful Profitable

OFFLINE MARKETING

Overview of What You Can Achieve   

Online is the easiest Offline packs more punch – if they open the mail! Great to establish yourself in their home or business

How to Generate Leads Offline           

Business cards CD’s/DVD’s Tear sheets Affiliate vouchers Ads in mag’s Articles in mag’s Local shops Referrals On stage – guest at event or own event Awards Sponsorships

Business cards   

Use both sides Back is for an offer – free It’s not about who you are, it’s about what’s in it for them.

CD’s/DVD’s    

Give content away for free Intro’s you using more senses Beats a business card for impact! Won’t go in the bin

Tear sheets       

Distribute to ‘lists’ – ie National Speakers Association ‘Interview’ you have crafted and scripted Include photo Coffee stain Ads – can be your own Tear down the left hand side Post it note

Affiliate vouchers    

Chris Howard Model Works really well if you have a tight group of clients Win win for everyone You create tickets – you show affiliates how to get their prospects/clients into your room

Ad’s in mag’s    

Use the standard – Interrupt, Engage, Educate, Invite Make sure the free offer is clear Right hand side, ideally long column Include coupon

Articles in mag’s    

A regular gig in a mag in your niche is ideal Repetition, representation, reputation Call to action at the end of every article Photo, diagrams, are best

Local shops     

Connect with related businesses in your geographic area for first speeches and workshops Free tickets to owners of shops Ad’s use same formula Discounted tickets for early bookings You want people there, rather than to make money for the seat – you can sell from stage.

Referrals  Cheapest and best form of doing business  Referral is based on value you have provided that is perceived by the client  Give gifts to the referral from the client

On stage as guest    

Speak at events where you are the invited speaker Give same content everywhere, all the time Never deviate from the message At the end, you either sell or skim

On stage at your own event   

Again, you can sell or skim Make sure make some kind of offer regardless of your nerves Give so much value for free that they know they’ll get even more value when they join you as a client

Awards  

Great for credibility, plus generates interest, articles, and phone calls Good reason to get in touch with everyone all over again

Sponsorships    

You can sponsor related events, such as networking events Everyone gets a free <BLANK> Ask if you can collect business cards for a door prize – another reason to touch base now after the event You get known

Headlines That Work 

Include – – Who would benefit – How they will benefit (the biggest benefit) – Largest font on the page – Red or blue only – First letters of each word are capitals – Use “...” – “Who Else Wants...”

“Shock and Awe”     

The pack must communicate how phenomenal it will be when the prospect chooses you FAQ’s – overcome objections Testimonials – overcome objections CD/DVD The next step for them

“HOW TO CONTRIBUTE TO A BOOK” TEMPLATE

A template members can use to ask people to contribute to their book. Hi ...., I am currently writing a book on [Topic] and would appreciate your input in the area of [Guest writers expertise]. The book will be published in [Region]. I’ve made it easy for you! all you need to do is write a [Page, chapter] on [Topic] (which is easy as you know so much about it) and you will have the benefit of being published along with other experts in their field. What great exposure for your business! As we all like giving and receiving bonuses, please feel free to provide a value bonus relative to your business. If you have any other contacts you know would be interested, please let me know and pass on this information. Here’s to a great collaboration!

Letter Questionnaire Pack – outlining key messages.

ASCENSION MODEL & TOV (INCLUDING $50K)

Ascension Model Key components to consider:  Contrast frame Stick ability  Forced continuity  Scarcity and desire Bonuses  Post Launch

Key Message: The last thing they get is your time

Table of Value   

Congruency with price points What are you prepared to do Work with someone’s TOV as an example

$50K BRAINSTORM Brainstorm $50K TOV for a mastermind participant



Product Ascension

Product Examples              

Membership site Product with ongoing support Weekend seminar Access to online library Templates Monthly CD’s Audio downloads Worksheets, spreadsheets, templates Done for you Phone consultation Access to membership areas Tele-seminar Hotseats Coaching

ASCENSION MODEL

Ascension with sales process       

7. Backend sales/OTO’s/seminars 6. Sell micro continuity membership 5. Delivery weekly content and offers 4. Optin to receive audios and report for free 3. Interview experts in niche 2. Collect testimonials and make alliances 1. Learn to coach and develop niche knowledge

Table of Value     

Delivers 3 to 10 times more value than they pay for Has bonuses that would be enough to cause someone to join Offers a mixture of products and services Is tangible Write each item in terms of benefits/outcomes

Walk through a whole Launch Sequence putting all the steps together, using a MM members business. 1. Work out the process st o 1 find out ideal average day & mind set o Always add value o Place of gratitude – DTRT o Keep Turning u o Market & Niche o Avatar – need to know surface and core o You ideal day should match you avatar 2. Become the Trusted advisor o o o

Character Community Content One solution that will solve one problem Landing page on multipage site with Opt in & Inner circle – raving fans

3. Get a Responsive List o o

Auto responders Ask questions of your list & Deliver cool things to test if they are a hit

4. Start Launch Sequence o o o o

Interest and desire, bonding, proof, samples Results in advance & Educational spectrum Run a series of free seminars Incorporate guest speaker to increase credibility

Aim is to become a market message match! Over 80% of the process is in the planning.

RECAP OF THE 7 STEPS 1. Mindset a. $ b. Action c. Value d. Servants heart e. Cause f. Lightness g. There is always a way, there is always a better way 2. Niche a. b. c. d.

Avatar Inch wide – mile deep Character, community, content Irrationally passionate, that spend

3. Lead generation a. Affiliate b. Facebook/social media c. Networking d. Tear sheets e. Business Cards, get or giving f. Adwords g. Book h. Articles i. Someone else’s event 4. Lead conversion a. Shock and awe pack 5. Ascension a. Table of value 6. Recurring income a. Membership program 7. Replace yourself a. Last thing is time with you 

4 model of lead conversion o Russell Brunson, Daryl and Andrew, The Coaching Institute o Spiral dynamics

Putting it all Together Walk me through a Launch

THE ULTIMATE SYSTEM FOR SUCCESS IN YOUR BUSINESS

Business Systems:

The only two elements you can influence in your business: Facts & Feelings

BUSINESS LEADERSHIP How to be the Leader in Your Business The Four  Quadrants to Personal Leadership  Levels of Leadership  Foundations of Performance

Your Business Systems      

Marketing Sales Finance Operations (Process & Systems) Technology Product Development

Business Planning System

GOALS: ______________

STRATEGY

MARKETING – CORE

STRATEGY

ACTIONS/DELIGATION

DEPARTENT: __________________________________

DATE: ___ / ___ / ____

PROGRESS

$$$ TARGET: ____________

WHO

WHO PROGRESS ACTIONS/DELIGATION STRATEGY

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101

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MINDSET

Your Mindset     

Will be THE most critical factor in your success There will be challenges It won’t all go your way You are going to have to grow to have your income grow If you externalise, you’ll slow your success – for every day you externalise, that’s one more day of less success

Your mindset to make this happen      

Generosity Cause and effect Responsibility J.V. Attitude You are always communicating Appreciation

The four most important decisions you can make    

What you do Where you do it Who you do it with When you do it

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Money Mindset       

There is always a way There is always a better way I can find the better way right now When I’m challenged I step up I’m a learning machine – a “F#$%@ genius” Be the solution to others Help enough people have their dreams come true and yours are taken care of

Ideal Average Day What would be your ideal average day?  What conversations would you have?  Who would you surround yourself with?  How would you spend your morning, afternoon and evening?

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THE COACHING INSTITUTE Suite 40, 37-39 Albert Road, Melbourne, VIC 3004, Australia.

Phone: +61 3 9645 9945 Fax: +61 3 9645 7002 Email: wow@thecoachinginstitute.com.au Website: www.thecoachinginstitute.com.au

SHARON PEARSON Millionaire Marketing

Edition 1 | Version 2 | June 16 Published by The Coaching Institute

Copyright 2016 © The Coaching Institute All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, mechanical or electronic, including photocopying and recording, or by information storage and retrieval system without permission in writing from the publisher. In some instances, people or companies portrayed in this book are illustrative examples based on the author’s experiences, but they are not intended to represent a particular person or organisation.

NOTE TO READERS All products and services by our company are for educational and informational purposes only. Use caution and seek the advice of qualified professionals. Check with your accountant, lawyer, professional advisor, before acting on this or any information. The publisher and author and marketing agents assume no responsibility or liability whatsoever on the behalf of any purchaser or reader of these materials.

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