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#PassionToPlatformHowtoUseYourUniqueExpertise,ExperienceandPersonalitytoStart,GrowandMonetizean

OnlineFitnessBusinesswithJillColeman+Danny-JJohnson

Welcome and Overview• Whatwe’retalking about:• Personalbrands• Trustvs.numbersbusiness• Long-gamestrategies,#CCC,incorporateitintoyourlifestyle• We’llbeastransparentaspossiblewithyou

• Whatwe’renottalking about• Weknowyouwanttohelppeople,but…• In-personbusinesses• Yourexpertspace(youshouldalreadyhaveanexpertise)• Socialmedia*• Fitness/nutritionadvice• Cussing;)

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4 Questions for Successful Personal Brands• AmIatrue expert?• 3Typesofexperts(BrendonBurchard)• Level1versusLevel2expert

• CanIbeconsistent?• Thisisakeytrust-builder• BeprolificAF,ongoingideageneration,yourcoremessages,canbeanymedia

• AmIagoodcommunicator?• Frameworks, systems,acronyms,stickysolutions (SuperpowerSolutions)• Beconcise, shouldbeabletoexplainitclearlytoa6-yearold

• What’smyXFactor?• Uniquestory,rallyingcry,uniqueknowables• Whatareyougoingtobeknownfor?What’syourpositioningintheindustry?

High Level Online Business Overview

YourMessages &FreeContentWhoyouareandwhatyouhelppeoplewith

Socialmedia,blogs,videos,emails,podcasts,etc.

YourOpt-inContentEmailLeadGenerators

Challenges,e-courses,videoseries,PDFs,webinars

YourPaidContentCourses,training,

coaching,programs,affiliates,etc.

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Overview: Your Next 12 Weeks of Implementation• WhatWe’reGoingOverTonight:• YourUniqueMessagesandBrand• MarketResearch• EmailMarketing• IntrotoProductdevelopmentandcreation• Socialmedia*

Module 1: Branding + MessagingWelcome totheTrustBusiness:• Peoplepurchasefrompeopletheyknow, likeandtrust

• Yougenerate trust4ways:1. Inboundmarketing– authority+humanity2. Consistency- #CCC3. Empathyandconnection(andinclusion)4. Solutions(paidorfree)thatwork

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Module 1: Branding + Messaging#1– InboundMarketing• Marketingneedstobeasorganicaspossible

• “Talkaboutwhatpeoplearetalkingabout.”• Wedon’tdointerruptionmarketing:

• Peopleneedtofeelgood, connectedandactually*want*tointeractwithyou,notbepersuadedortricked=InboundMarketing

• Youconsistently state:• Whoyouare(bethefriend)• Whatyoubelieve/yoursolutions/philosophy(betheteacher)

• ThePratfallEffect=authority+humanity• Letthemseeyousweat!

Module 1: Branding + Messaging#2– Consistency - #CCC• Increasesrelevancy,KLTfactor• Doyouhavetoworkeveryday?• Morevolume=morechancesforresonance(andCTAs)• Quantitybegetsquality#PressPublish

#3– Empathy+Connection• Requires:

• Transparency/authenticity– Readersaresavvy!Alsoacompliancetool!• Commentingonpeople’scommentsandconnecting• Tonsofstories– thisishowpeoplelearn(yours+yourclients’)• Impeccablecustomerserviceandfollow-up

• Formulatingyour3-5“knowables”– howwillpeoplerelatetoyou?Whatwillyougettaggedin?“Thismademethinkofyou!”

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Module 1: Branding + Messaging• #4– Solutions thatHelpPeople• Youdon’thaveabusinessifyoudon’thavethis• Yourexpertiseandcredibility• YouruniqueMESSAGES:whatyoutalkaboutandwhatyouhelppeoplewith:

• Whatyoucouldtalkaboutallday(passion)• Whatyouknowalotabout(expertise)• Whatexperiencesyou’dhad(experience)

• Uniqueframeworks,acronymsandstickysolutions

Module 1: Branding + MessagingYouhavetosaysomething different• Youcannothavea“metoo”business• HowcanyousaysomethingbrandnewORsomethingoldinanewway?• Howcanyoupivottobedifferent?

• Youneedtohaveanopinionoralineinthesand• Yourauthenticvoiceiswhatmakesyoudifferent

• Howyousaysomethingmakesyoudifferent• Yourpersonalstoriesmakeyoudifferent• Howcanyouhavesomeedgetoyou?• Howcanyoubemorepolarizing?• Howcanyouvillianize theopposite?

• Howcanpeoplebuyfromyouiftheydon’tknowwhatyoustandfor?

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HW: Branding + Messaging• “Ihelp___________do______________.”

• Whatdoyoudo?WhatdoyouNOTdo?• Yourknowables/quirks– whatwillyou“playup”online?Theseareresonance-builders• What’syourXFactor?What’syouredge?• BrainDump:• Listatleast10thingsyou’reanexpertin(eitherviacredentialsorexperience)

• Listatleast10thingsyoulovetotalkabout(cocktailpartyscenario)• Listatleast10thingsyouknowwomen(oryouraudience)arestrugglingwithrightnow+listyoursolutionsrightnexttoeach

HW: Branding + Messaging

Miscellaneous:• Whatproblemsareyouhelpingsolve?• Whatareyouthebestat?Howareyoudifferent?• Whatisthepersonalityofyourbrand(ofyou)?• Howwillsomeonecontinuetostruggleiftheydon’tworkw/you?

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HW: Branding + MessagingMonth#1+beyond- #CCC:• 1epicpieceofcontentperweek(blog,video,FBLive,audio,etc)• 1postonFB+IGperday,minimum(relatedtoepiccontent)

• #Hashtagthethemefortheweeksothatpeoplecanfollow• ProlificAF– yes,youhavetodoonesmallthingforyourbusinesseveryday:

• Bethefriend(relatedness)• Betheteacher(expert)

Module 2: Market ResearchWhat isprimary market research?• It’sgatheringresearchabout:

• Whoyoucanhelp• Whattheyarestrugglingwith,i.e. yoursolutions• Wheretheyarehangingoutonline

• Audience-to-Message Cycle:• Youhaveyourmessagesand

youare#CCC,nowwhat?• Themessagebringsintheaudience,

andthentheaudiencehelpshonethemessage,throughasking

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Module 2: Market Research• Whoisyourideal client?• Previousversionofyou?WhatwasYOURmindsetbackthen?• Whoareyourearlyadopters?Superfans?Whoiscurrentlyshowinguporreachingout?• Onlyneedahandful– findsimilarities• Creepontheirsocialmediapages,whataretheytalkingabout?

• GatheralistoftheirCornerstoneStruggles?(theirstrugglesintheirlanguage)

Module 2: Market Research• Passiveasks:• Theconversationsyouarealreadyhaving,listentolanguage• Whensomeonereachesout,digdeeper• ClosedFBgroupsaregoldmines:

• Whatgroupsmighttheybehangingoutin?Whataretheirinterests?• Watchdiscussions,notelanguage• Screenshotsand/orGoogledocforallcopy• Startwith2-5groups,spend10mins adaycreeping+addinggenuinevalue

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Module 2: Market Research• HowCanIfindoutwhatpeoplewantifIdon’tgetalotofengagementyet?

• OnlineSearchHacks:- TypeintoYouTubeorGoogleSearch• How to…• Tips for....• This vsThat..• Add “_searchterm”or“a_searchterm”• Tryasentence:“HowcanI....”“HowcanIstop....”

WhatisMYsolutionforthisproblemorquestion?

Module 2: Market Research• Activeasks: 7-DayCustomerResponseAccelerator

• 7xconversationswithactualpeople(1perdayminimum),recordonSkype,VoiceRecorder,FreeConferenceCall,etc.

• 7xindividualDMstoacquaintances– “I’mdoingresearch…canyoudomeafavorandanswerthissinglequestion?”

• 2x30minAmazonBookreviewresearch–writedownpainpoints,frustrations,what“themes”arecomingup

• 2x30minGoogleSearches,e.g.“Weightlossforbusymoms”or“Weightlossformenopausalwomen”– recordwhatcomesup,gotothosesitesandgetafeelforthe“feeling”,lookatCommentssection

• 1xBroadcaststoyourlist– howdoyouCREATECONTEXTsothatpeopleactuallywanttorespond?TellmeWHY,tellastory,honesty,usetheBenjaminFranklinEffect• CanuseSurveyMonkey.comhere

• 7xFBpageresearch– onceaday- whoarepeoplewhoLikeyourpagealsofollowing?Gotothosepages– whatarethemessages,whattypesofcontentarepeopleinteractingwith?

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Module 2: Market Research• Takeallyourresearch andwriteout:

• What“themes”keepcomingup?• Whatfrustrationsarecomingupoften?• WhatexactWORDSarepeopleusing?• WriteoutTheCornerstoneStrugglesofyourpotentialaudience(5-10),e.g.:

• “Idon’tknowwhatthebestthingtoeat formybodyisorthebestworkouttodo”• “IamsickofcountingmacrosandcaloriesbutIamscaredtostop”• “IKNOWthat Ishouldn’tbeworryingaboutthescalebutIjustcan’tseemtonotgetoniteveryday”• “IknowwhattodoandI’mgoodforawhileandthen Ifalloffthewagonandget somadatmyselfbecause Ifeel likeIhavetostartalloveragain.”

• “Balancing timeformyfamilyandtimeforme.”

• Usetheresponsestocreate:• Blogs,socialmediaposts,Q&As,emailstoyourlist(nextmodule)andleadmagnets(i.e. “freebies”)toenticeppl tosignupforyouremaillist,eventualproducts,etc.

Module 3: Email MarketingYourbuyers areyouremail newsletter subscribers

OrganiccontentwithCTAs(trust-builders)

PaidtrafficforCTAs

Freebie value-addforemailopt-in For-payproductorservice

Warmingupviamorevalue

Couldtakedaysoryears

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Module 3: Email Marketing• GetyourAweber (orMailchimp)accountsetup- $19

• Setup“PassiveCTAs”:• CTAat thebottomofeveryblog– hyperlinktheURLtoanAweber signupform• LinkinIGbiowithshortdescription• Sign-upformonyourwebsite– “Addyourname+emailforqualitycontentonfitness+nutritionweekly”

• YouTubevideos– CTAinfirst1-2linesofeveryvideodescription• FBbusinesspageSignUpbutton• CoverphotoandpinnedpostonFBwithask:

Module 3: Email Marketing• Begin“ActiveCTAs”

• Weeklyasksonsocialmedia,usea“preview”ofwhatyouwillbeemailingyourlistlaterintheweek

• Thesepostscanalsostandalone:theyarevalue-addswith1sentenceontheendaboutthenewsletter

• LeadMagnets,aka“freebies”toenticepeopletojoin:• Useyourmarketresearchandsolve1specificproblemforpeoplewiththefreebie

• Deliverymethods:• Challenge(FBorIGcommunity,hashtag,etc)• E-course(emailfollow-upseriesviaAweber)• Webinarorseries• Videoorseries• PDFdownloads– cheatsheets,resourceguides,checklists,scripts,blueprints,etc.• FBLiveswithaccompanying“workbook”

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Module 3: Email Marketing• What goesinyourweekly email broadcasts?

• Spoilyoursubscribers• Vulnerability,transparency,highestvalue,getallthefreebies• Howisthisdifferentfromablog?• EachemailhasoneCTA(refertoarecentblog,post,platform,replyback,buysomething)

• Yourfirstemail follow-up:• Thankyou• Pleasereplybackwithyour#1struggle(genuineask/favor)– marketresearchcollection• Headsupthatyou’llbehearingfrommeweekly• Infoonfreebie:attachmentorwhathappensnext• Sale?*• Makethemfeel100%takencareofandsafe!

Module 3: Email MarketingThisisongoing, never ends:

• Howoftenshouldyoucreateanewfreebie?• Creationvs.promotion

OrganiccontentwithCTAs(trust-builders)

PaidtrafficforCTAs

Freebie value-addforemailopt-in For-payproductorservice

Warmingupviamorevalue

Couldtakedaysoryears

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Module 4: Intro to Product Development• When isittime tocreateaproduct/service?• Trustbusiness• Evergreenvs.open/closedcartlaunches

• Whatproductorservicedoyouoffer? Whatyourpeoplearestrugglingwith

Whatyouarepassionate

about

Whatyouareanexpert in

Yourproductorservice

Module 4: Intro to Product Development• Typesofproducts• DIY• Coaching(accessand/orcustomization)

• Delivery:• Emailsequencedelivery/e-course(Aweber)• Videos/webinars(liveorrecorded)• One-offPDFs(Aweber orClickBank)• ClosedFBcommunityorforum• Onlineportalmembership(one-offorcontinuity)• Comprehensivecoaching(phone,email, closedgroup…)

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Module 4: Intro to Product Development• Howdoyouwanttowork?• DIY:

• Needbig(ger),responsiveplatform&lotsoftrustw/yourpeople• Affiliateopportunities• Needtocreateuniqueframeworkorproprietary“system”• Lots ofcustomers allatonce(launchmodel)

• Coaching:• Canbedonewithsmaller/high-trustaudienceswantingaccess• Troubleshootingviaongoingcustomizationandcontact• Oneclientatatime,canmanage/control• Memberships/continuity(thisisajob)• Moreviabilityforyourbusiness?

Module 4: Intro to Product DevelopmentHowdoyoubreakthroughthenoiseandcreatesomethingunique?

• Createproprietaryframeworks&tools• Randominformationisnotmemorableorusable• Acronyms• “Ifthis,thenthat”tools• Systems,blueprints,frameworks,newphrase• Taglines&hashtags(the“tweetables”)

• “SuperpowerSolutions”(Halpern)• YouCOINthissystem/tool/phrase(yes,you!)– CREATESHIT- makestuffupoutofthinair

• Sticky/memorable• Makessense• Excitingforpeopletobeapartof(rememberhowpeopleshare)

• Whataresomeexamples?

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Module 4: Intro to Product Development#1ProductivityTool:

PutYourselfontheHook

Review:• Youruniquemessagesandknowables - whatyouknow+whoyouare• Yourmarketresearch- exactstrugglespeopleneedyourhelpwith• Youremailmarketing- leadmagnets,value-adds,warmingup,ongoing• Yourproductdevelopment–whatyouwill sell,andhowyouwillsell it*

Summary:• Youcan’tskipstepsinatrust-basedbusiness,strapinforthelonghaul• Marketingisongoing,andit’saskill!• CompoundEffect• Creatingacumulativebodyofwork thatyoucancashinonlater• Speaktoandcreateforyouridealcustomer

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12-Week Game Plan• Month#1:#CCCandmarketresearch(7-dayResponseAccelerator)• Month#2:#CCCandcreateyourfirstleadmagnet• Month#3:#CCCandongoingemailmarketingandmarketresearch,brainstormingyourfirstproduct/service• Month#4andbeyond:productdevelopment,newfreebies,ongoing#CCCandmarketresearch,aaaaand repeat

QUESTIONS?