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COPYRIGHT 2015 – THE COACHING INSTITUTE PTY LTD. ALL RIGHTS RESERVED. No part of this manual 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. Published by The Coaching Institute. For further information contact: The Coaching Institute Suite 40, Albert Square, 37-39 Albert Road, Melbourne VIC 3004 Phone: + 61 3 9645 9945 | Fax: + 61 3 9645 7002 | Email: wow@thecoachinginstitute.com.au

LEGAL NOTICES DISCLAIMER While all attempts have been made to verify information provided in this publication, neither the author nor the publisher nor the marketing agents assumes any responsibility for errors, omissions or contrary interpretation of the subject matter herein. This publication is not intended for use as a legal source or accounting advice. The publisher wants to stress that the information contained herein may be subject to varying state and/or federal laws or regulations. All users of this information are advised to retain competent counsel to determine what state and /or federal laws or regulations may apply to the user’s particular business. The purchaser or reader of this publication assumes responsibility for the use of these materials and information. Adherence to all applicable laws and regulations, including federal and state and local governing professional licensing, business practices, advertising and all other aspects of doing business in Australia or any other jurisdiction is the sole responsibility of the purchaser or reader. The publisher and author and marketing agents assume no responsibility or liability whatsoever on the behalf of any purchaser or reader of these materials. Any perceived slight of specific people or organisations is unintentional.

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Table of Contents SECTION 1: ................................................................................................................................................................................ 5 AWARENESS .............................................................................................................................................................................. 7 KNOW YOURSELF ...................................................................................................................................................................... 7 AWARENESS ............................................................................................................................................................................... 8 Know Yourself ....................................................................................................................................................................... 8 1. What are your goals? ................................................................................................................................................... 9 2. What Do You Value? .................................................................................................................................................. 10 3. What Are Your Beliefs? .............................................................................................................................................. 11 Know Your Market.............................................................................................................................................................. 14 1. Who Is Your Avatar? .................................................................................................................................................. 15 Get to know your avatar… ................................................................................................................................................. 15 2. Who Are Your Competitors? ..................................................................................................................................... 20 Competitor XXXX ................................................................................................................................................................ 20 3. Where Does Your Market Congregate? ................................................................................................................... 23 Your Market: ....................................................................................................................................................................... 23 Character Match ................................................................................................................................................................. 26 1. What Type of Character Are You? ............................................................................................................................ 27 Hometown Boy Done Good .............................................................................................................................................. 27 Us Versus Them .................................................................................................................................................................. 28 Reluctant Hero .................................................................................................................................................................... 29 Expert Leader...................................................................................................................................................................... 29 2. What Are Your Dreams and Desires? ...................................................................................................................... 30 This is reality, for me, right now: ...................................................................................................................................... 30 3. What Is Your Ideal Average Day? ............................................................................................................................. 31 My Ideal Average Day… ..................................................................................................................................................... 31 Bigger stuff... ....................................................................................................................................................................... 32 Bonus Action Sheet ............................................................................................................................................................ 34 ALIGNMENT ............................................................................................................................................................................. 44 Brand Promise .................................................................................................................................................................... 44 1. What Is The Content You Will Provide? ................................................................................................................... 45 Content Analysis ................................................................................................................................................................. 45 2. What Experience Will Your Clients Have? ............................................................................................................... 46 Experience Analysis............................................................................................................................................................ 46

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3. How Will You Deliver Your Promise? ....................................................................................................................... 47 Delivery Analysis ................................................................................................................................................................. 47 1. What Is Your Method of Delivery of Cool Free Content? ...................................................................................... 51 Delivery Method of Cool Free Thing................................................................................................................................. 51 2. What Experience Will Your Clients Have? ............................................................................................................... 52 What problem are you going to solve with your cool free thing? ................................................................................ 52 What’s another problem you may solve? ........................................................................................................................ 52 3. What Is The Call To Action (CTA)? ............................................................................................................................. 53 So what is going to be YOUR cool free thing? What will they get? ............................................................................... 53 What is it called? ................................................................................................................................................................. 54 In what form is it being delivered? ................................................................................................................................... 54 Lead Generation ................................................................................................................................................................. 56 1. How Am I Being Generous? ...................................................................................................................................... 57 2. What Are The Multiple Modalities? .......................................................................................................................... 57 3. What Is The Immediate Reward For Action? .......................................................................................................... 57 Bonus ................................................................................................................................................................................... 60 ATTRACTION ............................................................................................................................................................................ 66 Valuable Conversations ..................................................................................................................................................... 66 1. Do You Run Complimentary Coaching Sessions? .................................................................................................. 67 2. Do You Run Webinars? .............................................................................................................................................. 67 3. Do You Run Workshops and Events? ...................................................................................................................... 67 Massive Conversions ......................................................................................................................................................... 70 1. Do You Offer Intangible with the Intangible? ......................................................................................................... 71 2. Do You Have Packages? ............................................................................................................................................ 71 3. Do You Have a Conversion Strategy? ...................................................................................................................... 71 Ascensions & Memberships .............................................................................................................................................. 74 1. What Access Do Your Clients Have? ........................................................................................................................ 75 2. What Experiences Do Your Clients Seek? ............................................................................................................... 75 3. What Expertise Does Your Market Seek? ................................................................................................................ 76 SECTION 2: .............................................................................................................................................................................. 81 SLIDES....................................................................................................................................................................................... 81 NOTES ................................................................................................................................................................................ 100

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SECTION 1: TEMPLATES © Copyright 2015 The Coaching Institute. All Rights Reserved. V1 25/08/2015 Copyright © The Coaching Institute

2015 | All Rights Reserved

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AWARENESS

ALIGNMENT

ATTRACTION

Know Yourself

Brand Promise

Valuable Conversations

Know Your Market

Content Marketing

Massive Conversions

Character Match

Lead Generation

Asensions & Memberships

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AWARENESS

KNOW YOURSELF 7


STEP ONE: AWARENESS Know Yourself

Know Your Market

Character Match

Know Yourself THERE ARE THREE AREAS TO KNOW ABOUT YOURSELF:

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1.

What are your goals?

2.

What do you value?

3.

What are your beliefs? (and are they aligned with business success)

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1. What are your goals?

[ 1. In your personal life? What will this give you or enable you to do? 2. In your business? What will this give you or enable you to do? 3. With your health and fitness? What will this give you or enable you to do? 4. In your friendships? What will this give you or enable you to do? 5. In your intimate relationship? What will this give you or enable you to do? 6. With your finances? What will this give you or enable you to do? 7. Emotionally? What will this give you or enable you to do?

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2. What Do You Value? Values are emotional states we want to experience consistently. There are means values (people, things and activities), and there are ends values (emotions). The values you want to experience here need to be emotions, such as:

 Acceptance

 Growth

 Playfulness

 Accomplishment

 Happiness

 Resourcefulness

 Adventure

 Honesty

 Security

 Audacity

 Humour

 Simplicity

 Awe

 Integrity

 Stability

 Belonging

 Joy

 Strength

 Bliss

 Kindness

 Thankfulness

 Certainty

 Love

 Trust

 Compassion

 Loyalty

 Uniqueness

 Connection

 Openness

 Warmth Wisdom

 Daring

 Optimism

 Vitality

 Determination

 Passion

 Freedom

 Perfection

 Gratitude

 Perseverance

What do you value the most, based on the life you’re living right now?

1.

_______________________________________________________________________________

2.

_______________________________________________________________________________

3.

_______________________________________________________________________________

4.

_______________________________________________________________________________

5.

_______________________________________________________________________________

6.

_______________________________________________________________________________

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3. What Are Your Beliefs? Beliefs are what we are certain is true, about ourselves and about our world. For example, I believe, ‘There is always a way’. This means I tend to be very persistent, tenacious and focused on solutions. Someone else may believe, ‘I don’t like to be uncomfortable or challenged’. This would produce very different results. Our beliefs determine what we will and won’t notice as opportunities; what we care about; what we consider ‘too hard’; what we dismiss as beyond our abilities; what we will attempt; what we will persist with and what we will achieve. Our efforts need the support of our beliefs if we want to achieve something.

My beliefs... 1. I believe life is about… 2. I believe success is… 3. I believe people can be… 4. I believe it’s easy to… 5. I believe it’s difficult to… 6. When it comes to setbacks, I believe… 7. I believe life is about… 8. These are my thoughts on who is responsible for my results…

9. These are my thoughts on what is holding me back…

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CHANGE ISN’T

BY CHANCE

IT’S BY CHOICE Sharon Pearson 12 |

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AWARENESS KNOW YOUR MARKET

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STEP ONE:

AWARENESS Know Yourself

Know Your Market

Character Match

Now you’ve reflected on your life and what matters to you, let’s look at the market you’re in (or want to go into). This second step is VITAL for business success.

Know Your Market THERE ARE THREE AREAS TO KNOW ABOUT YOUR MARKET:

1.

Who is your avatar?

2.

What do your competitors offer?

3.

Where does your market congregate?

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1. Who Is Your Avatar? Your avatar is the description of the single client, who if you had them, you would do business with them consistently, love doing business with them, and love helping them. They are your single dream client, who loves you, what you do, how you do it, what you stand for, and where you’re heading.

Get to know your avatar… 1. Who is your prospect? Write down a

real description. Pretend they are sitting across from you. Try to nail down the average person, in terms of likes and dislikes, income, sex and age etc.

2. What is causing them pain?

3. What’s their biggest problem?

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4. What miracle would deliver their

biggest desire whilst solving their biggest problem? It could be a product that holds their hands as the do the steps, or it could be someone else doing it for them. It could be the steps are given to them one at a time with help. 5. What are their top fears and

frustrations? What gets them mad? What gets them worried?

6. What do they want? What is the

outcome they are really after? The secret thing they want that isn’t a result that’s tangible, but a feeling or an experience?

7. What are their top wants and desires

based on what they actually say they want? What are they really after? How is that different to what they think they want?

8. What does your XXX do or give your

prospect that they doesn’t know about? What are the hidden benefits that your prospect doesn’t know about?

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9. How do they like to receive their

goodies? Email? Membership? Mailed folders? Contact with people face-toface? Contact with people on the phone? Networking?

10. What forums do they go to? What do

they write about?

11. What are they afraid will be

discovered about them? What do they want no one to know about them?

12. What would happen for them if they

got their desire?

13. Finish this sentence for your

prospect: “If I could just...”

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14. What’s your prospect’s name?

15. If I could pick them out from a crowd,

who am I looking for?

16. What do they do for a living right now?

17. What other identifying traits does this

person have? Married? Kids? Past bankruptcy?

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18. Now fill in the blanks for the next paragraph: Hi, <THEIR NAME>. I know it’s not easy being a <THEIR AGE> year old <THEIR GENDER> and <THEIR IDENTIFYING TRAIT> who’s trying to <THEIR DESIRES OUTCOME>... especially when you’re tied up most of the time working as a <THEIR JOB>. And when you think about <THEIR BIGGEST PROBLEM>, it can seem overwhelming. So I want to just take a minute and let you know everything is going to be fine. How can I say this? Because I know how you feel. Getting <THEIR DESIRED OUTCOME> wasn’t easy for me either and I sure had challenges of my own... just like you do now.

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2. Who Are Your Competitors? When deciding what market to go into, one of the easiest things to do is to study those who are already there, and doing great! Modelling excellence is the vastly superior way to know your next move. Why reinvent the wheel? Here’s an example of the spread sheet to use when doing your competitor analysis…

Competitor XXXX Website: www.XXXX.com

Facebook: XXXX

How do they market? Facebook? Google ads? Speaking gigs? Books? Other…

What colours do they use?

What’s their logo like? What does it communicate?

What do they seem to value and care about?

What Spiral level are they?

What is their free offer to get contact details?

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Who seems to be attracted to them?

What are the discussions like on FB or other forums?

What does their market seem to care about?

How would you describe their avatar?

How would you describe the competitorâ&#x20AC;&#x2122;s story in terms of character? Hometown boy done good? Us versus them? Reluctant hero? What is its value?

What problem do they seem to be solving?

What benefits are they saying their product provides?

What is the first purchase you can make? What do you get? How much is it?

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What is the guarantee?

What’s in the product? Lay out the module names, the content it contains, and how its delivered What free bonuses do they offer?

What else do they do that’s unusual or attractive?

What is their free offer in return for opt in details?

How is the free offer delivered? For example, online?

What contact details are asked for? For example, just email? Email and name? More?

What problem is the competitor attempting to solve with this free cool thing? Do you think it solves it?

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3. Where Does Your Market Congregate? Beliefs are what we are certain is true, about ourselves and about our world. For example, I believe, ‘There is always a way’. This means I tend to be very persistent, tenacious and focused on solutions. Someone else may believe, ‘I don’t like to be uncomfortable or challenged’. This would produce very different results. Our beliefs determine what we will and won’t notice as opportunities; what we care about; what we consider ‘too hard’; what we dismiss as beyond our abilities; what we will attempt; what we will persist with and what we will achieve. Our efforts need the support of our beliefs if we want to achieve something.

Your Market: 1. Where does your ideal client hang out?

2. Can you reach them easily? And cost effectively? (Do they even want to be reached?)

3. What do they discuss when they come together?

4. What matters to them when they come together? (It should match your avatar and competitor analysis)

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COMING TOGETHER IS A BEGINNING;

KEEPING TOGETHER IS PROGRESS;

WORKING TOGETHER IS

SUCCESS Henry Ford

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AWARENESS CHARACTER MATCH

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STEP ONE:

AWARENESS Know Yourself

Know Your Market

Character Match

Now you’ve reflected on your life and what matters to you, and you’re clear on what your ideal client values and seeks… Let’s look at who they aspire to work with...

Character Match THERE ARE THREE AREAS TO BE AWARE OF WHEN FIGURING OUT YOU AS A CHARACTER AND WHETHER YOU’RE A MATCH FOR THAT MARKET:

1.

What type of character are you?

2.

What are your dreams and desires?

3.

What is your ideal average day?

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1. What Type of Character Are You? People Buy Stories With Leading Characters. There are four main ‘characters’ which markets are attracted to. The type of market you want to go into, or are in, will determine the type of character that market wants. As a general rule (there are many exceptions and it’s up to us to learn more about this) the four character types cover most markets. Assess yourself on these four character types...

Hometown Boy Done Good ATTRIBUTES / STORY 

Creates a bond because they identify with you and believe you both have something in common

Ordinary person, nothing special

I was broke, down and out, whatever. I had it all and lost it.

And then I made a discovery…

This discovery turned my life around, and I’m going to share it with you

I turned it around despite the odds. And if I can, then you can, too.

Marie Forleo

Brendon Burchard

YOUR ASSESSMENT

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Us Versus Them ATTRIBUTES / STORY 

Appeals to how our minds create stereotypes

It’s not the prospect’s fault it didn’t work… they didn’t have the right X; ‘they’ held it back from them…

Absolve them from pain so it’s not their fault that it hasn’t worked so far (‘it’ being whatever is being solved)…

There are ‘secrets’ that when you know them, make you part of the elite

I’ve discovered a secret that proves that the makes the market’s problem (whatever it may be) is the fault of something else

You vow to fight for them (the market) and unite together on your mission to solve the problem, and you’re revealing the secret to help the group – it’s a crusade

By buying the product, you become one of ‘us’

Frank Kern

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YOUR ASSESSMENT

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Reluctant Hero ATTRIBUTES / STORY

YOUR ASSESSMENT

First, you stumble upon something amazing…

You try it out for yourself and it works like crazy, so as a result, you tell a few people, and word gets out

Before you know it, everyone wants to know about it

You are completely overwhelmed with requests to share your secret, so as a favour, you decide to teach it

You teach it, with the attitude of, ‘But I’m not a professional…’

Jeff Walker

Expert Leader ATTRIBUTES / STORY 

Expert and knowledgeable on all aspects of this world

Huge successes and many home runs

Completely certain and capable, no matter what

Above all scrutiny and beyond all comments because it’s/I’m just that good

Tony Robbins

Robert Kiyosaki

Zig Ziglar

Marianne Williamson

YOUR ASSESSMENT

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2. What Are Your Dreams and Desires? Here’s the thing – the market we want to go into must want the same things we HAVE. If we love spending time with our family, and writing, then that’s what our market must love. If we love helping people and making a difference, then that’s where our market wants to head, too. Whatever we aspire to achieve, or have achieved, MUST match our market’s desires. Or at least what they THINK they want.

This is reality, for me, right now: My physical appearance is… How I present myself (my clothes, my care)… My voice tonality is… I drive… I talk about the following subjects… I spend my spare time doing… When I research, it’s on… My passion is… What I show gratitude for is when… What I don’t like is… What I’m against is… What bugs me about the world is… What I love about my life is… What I wish was different about my life is…

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3. What Is Your Ideal Average Day? If you could live your ideal average day every day, what would it look like? Work through the questions below to identify your criteria for living an ideal average day. Completing this exercise will connect you with the bigger purpose you have for your business and your life.

My Ideal Average Day… Where would you live?

What would your house look like?

What would you have for breakfast?

What’s the view?

What’s the conversation?

What does the mundane stuff look like?

What would you spend the first half of your day doing? What’s for lunch?

Who’s it with?

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What do you discuss?

Who are your friends?

What do you all talk about?

What would your business be?

What do you do all day?

What are your clients like?

What do you talk about?

What do you have for dinner?

Bigger stuff... What would you do for personal fulfilment?

What life purpose would you strive towards?

What legacy would you leave?

COMING TOGETHER IS A BEGINNING; 32 |

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BONUS QUESTIONNAIRE FOR YOUR AVATAR

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Bonus Action Sheet QUESTIONNAIRE FOR YOUR AVATAR

1.

Who is your prospect? Write down a real description. Pretend they are sitting across from you. Try to nail down the average person, in terms of likes and dislikes, income, sex and age etc.

2.

What is causing them pain?

3.

What’s their biggest problem?

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4.

What miracle would deliver their biggest desire whilst solving their biggest problem? It could be a product that holds their hands as the do the steps, or it could be someone else doing it for them. It could be the steps are given to them one at a time with help.

5.

What are their top fears and frustrations? What gets them mad? What gets them worried?

6.

What do they want? What is the outcome they are really after? The secret thing they want that isnâ&#x20AC;&#x2122;t a result thatâ&#x20AC;&#x2122;s tangible, but a feeling or an experience?

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7.

What are their top wants and desires based on what they actually say they want? What are they really after? How is that different to what they think they want?

8.

What does your business do or give your prospect that they doesn’t know about? What are the hidden benefits that your prospect doesn’t know about?

9.

How do they like to receive their goodies? Email? Membership? Mailed folders? Contact with people face-to-face? Contact with people on the phone? Networking?

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10. What forums do they go to? What do they write about?

11. What are they afraid will be discovered about them? What do they want no one to know about them?

12. What would happen for them if they got their desire?

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13.

Finish this sentence for your prospect: “If I could just...”

14. What’s your prospect’s name?

15. If I could pick them out from a crowd, who am I looking for?

16. What do they do for a living right now?

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17. What other identifying traits does this person have? Married? Kids? Past bankruptcy?

18. Now fill in the blanks for this paragraph on the following page Hi, <THEIR NAME>. I know it’s not easy being a <THEIR AGE> year old <THEIR GENDER> and <THEIR IDENTIFYING TRAIT> who’s trying to <THEIR DESIRES OUTCOME>... especially when you’re tied up most of the time working as a <THEIR JOB>. And when you think about <THEIR BIGGEST PROBLEM>, it can seem overwhelming. So I want to just take a minute and let you know everything is going to be fine. How can I say this? Because I know how you feel. Getting <THEIR DESIRED OUTCOME> wasn’t easy for me either and I sure had challenges of my own... just like you do now. I remember... <HERE YOU’RE GOING TO TELL YOUR STORY, WHICH IS IN THE NEXT SECTION>...

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Hi, ____________________ . I know it’s not easy being a ____________________ year old ____________________ and ____________________ who’s trying to _______________________ ___ __________ _______________________________________________________________________________________________________ _______________________________________________________________________________________________________ _______________________________________________________________________________________________________ _____________________________________________________________ __ especially when you’re tied up most of the time working as a ____________________ _______________________________ ________________________________________________________________________________________ __ _________

And when you think about__________________________________________________________ ________ _______________________________________________________________________________________________________ _______________________________________________________________________________________________________ _______________________________________________________________________________________________________ ________________________________________________________ __ _____________________________ it can seem overwhelming. So I want to just take a minute and let you know everything is going to be fine. How can I say this? Because I know how you feel.

Getting __________________________________________________________________________________ ________ _______________________________________________________________________________________________________ _______________________________________________________________________________________________________ _______________________________________________________________________________________________________ ____________________________________________________________ ___________________________ wasn’t easy for me either and I sure had challenges of my own... just like you do now.

I remember____________________________________________________________________ _____________

_______________________________________________________________________________________________________ ________________________________________________________________________ ____ ____ _______________ _______________________________________________________________________________________________________ _______________________________________________________________________ ________ ________________ _______________________________________________________________________________________________________ _______________________________________________________________________________________________________ _______________________________________________________________________________________________________ _______________________________________________________________________________________________________ _______________________________________ _________ ___________________________________

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So if Frank Kern (online marketing legend) was doing this exercise, writing to his prospect for a beginner’s marketing product, he’d be writing to a 45 year old man named Bob who sells insurance. Bob is married with two kids who drive him nuts and his wife thinks he’s an idiot for trying this internet stuff. He’s about 10 kilo’s overweight and wears glasses. He wears a short sleeved button down shirt (white) and khaki pants. His shoes are brown leather. His biggest desire is to make enough money to quit his job, which pays him $58,000 a year. His biggest problem is he doesn’t know where to start and he gets information overload because he sees so many different promotions.

This is what Frank wrote about him using the above template:

“Hi, Bob, it’s Frank. I know it’s not easy being a 45 year old dad trying to make it online AND juggle a family... especially when you’re tied up most of the time selling insurance. And when you think about trying to piece all this stuff together and find a place to start, it can seem overwhelming. Especially since you’re getting a new “make money” email every ten minutes. So I want to just take a minute and let you know everything is going to be fine. How can I say this? Because I know how you feel? Making enough money online to quit my job wasn’t easy for me either and I sure had challenges of my own... just like you do now. I remember when I was broke back in 1994. It was bad enough that I didn’t have two nickels to rub together... but then a flood came through my home and all of my possessions. So then I was broke and homeless! I’m lucky I didn’t have my two kids to support back then because I don’t know how I would have done it. And I’m really lucky I discovered the one little thing that would change my life forever. It’s the one thing that’s let me know I’ll never have a job again and it’s called...”

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LIFE

From “Mass Control” by Frank Kern

BEGINS AT THE

END OF YOUR COMFORT ZONE

Neale Donald Walsch

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ALIGNMENT

BRAND PROMISE Copyright © The Coaching Institute 2015 | All Rights Reserved | V1 August 15

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STEP TWO:

ALIGNMENT Brand Promise

Content Marketing

Lead Generation

Now you’ve reflected on your life and what matters to you, you’re clear on what your ideal client values and seeks, and you know if you’re a match for that market… Let’s look at your brand promise...

Brand Promise THERE ARE THREE AREAS TO LOOK AT AND BE ABLE TO DELIVER WHEN IT COMES TO YOUR BRAND PROMISE:

1.

What is the content you will provide?

2.

What experience will your clients have with you?

3.

How will your promise be delivered to your clients?

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1. What Is The Content You Will Provide? What content are you going to provide? Is it your own product (take into account how long that takes to create)? Is it a licensed product? Content Analysis What is the product? How do you know this is what your market wants? (refer to the competitor analysis) What is included in the product in terms of the content? What is unique about this product? Can you deliver workshops from this product? Can you deliver coaching from this product? Can your clients access the product in their own way and in their own time? What is the price of the product? Does this product compliment your coaching offering? Is your product just coaching? If so, how is this unique? (saying you tailor make the coaching for the client is NOT unique – it’s what every single coach says who doesn’t have a way of differentiating themselves in the market) What’s the unicorn of this product? For example, famous guests appearing, Facebook group for interaction

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2. What Experience Will Your Clients Have? Whilst the market wants the content, what it values, often without knowing it, is the experience they have through being involved with whatever they buy. Involvement doesn’t mean ‘interacting with their purchase’. It means interacting with the people who also made that purchase. ‘Experience’ are the stories we get to tell because of the experience that we have. At TCI, we create experiences just like the one you’re having right now. We also do it through our Facebook groups, Coach and Connect, Wow Calls, random acts of kindness… What is it about what you offer that creates an experience for your market? For example, if you have the Your Success product, you can join your clients to the Your Success Facebook Group and let them join in the fun and learning there. If they purchase the Your Success program, they will be wowed by us, for you and can attend the Your Success training event for free.

What does your market prefer by way of experiences? Experience Analysis Facebook group Emails Group mentoring Wow calls Cards/flowers Forum Blogs Face to face training

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3. How Will You Deliver Your Promise? Part of the thinking when setting yourself up for success is to consider how your market wants their content delivered. Some don’t like online stuff. Some don’t like attending face to face training. Some don’t even know the internet is useful!

What does your market want in terms of delivery of content?

Delivery Analysis Facebook group Emails Group mentoring Wow calls Cards/flowers MP3’s DVD’s (hard copy) DVD’s (online) Interviews with cool people Online content Classes through conference calls Transcripts Workbooks Bullet point summaries CD’s (hard copy) Action Sheets

THE COACHING INSTITUTE VISION

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THE COACHING INSTITUTE VISION

Live Your Dream 48 |

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ALIGNMENT CONTENT MARKETING

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STEP TWO:

ALIGNMENT Brand Promise

Content Marketing

Lead Generation

Now we’re ready to start bringing leads to us, for us to wow, delight and to give amazing value.

Content Marketing THERE ARE THREE THINGS TO CONSIDER WHEN DELIVERING CONTENT MARKETING:

1.

What is your method of delivery?

2.

What problem does it solve?

3.

What is the Call To Action (CTA)?

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1. What Is Your Method of Delivery of Cool Free Content? Firstly, let’s consider, for your market, what delivery method they want of a cool free gift, in return for their contact details…

Delivery Method of Cool Free Thing METHOD

WHAT THEY PREFER…

Hard copy, posted E-report CD (hard copy) MP3 (online) Podcast Blog DVD (hard copy) DVD (online) Information Pack (shock and awe) Quiz Phone call Business Analysis Profiling Tool Book Registration to a webinar Registration to a free event Registration to a paid event Registration to a conference call

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2. What Experience Will Your Clients Have? Once we’re clear on how to deliver this cool free thing, we need to work out what it’s going to be. To do this, we need to land on what problem it solves for the market. It’s not an opportunity to talk about yourself, or provide a brochure that’s all about you and your services. That can be part of it, but only part. Most of it needs to be about the avatar and what they care about. Refer to your Avatar Checklist to determine this. Also, look at your Competitor Analysis. This will reveal so much about what they want, and how they want it delivered.

What problem are you going to solve with your cool free thing?

What’s another problem you may solve?

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3. What Is The Call To Action (CTA)? We’re there. We’re going to offer a cool free thing, in return for the prospect’s contact details. We’re not going to go straight to the sale. The Call to Action isn’t going to be – ‘Pay for my coaching session’. We’re going to bring together what we know and apply it, and offer them… what? What will be the Call to Action? What will they get?

For example: Opt in and receive X for free… Claim your free X here…

So what is going to be YOUR cool free thing? What will they get?

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What is it called?

In what form is it being delivered?

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ALIGNMENT

LEAD GENERATION Copyright © The Coaching Institute 2015 | All Rights Reserved | V1 August 15

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STEP TWO:

ALIGNMENT Brand Promise

Content Marketing

Lead Generation

We now have in place:

1. 2. 3. 4. 5.

Who our avatar is What they admire and aspire to Our character and story What we will offer them What our cool free thing will be to get them to opt in

Now we’re going to start attracting leads.

Lead Generation THERE ARE MANY WAYS TO GENERATE LEADS. THERE’S EVERYTHING FROM NETWORKING TO WRITING A BOOK AND WRITING ARTICLES. WHAT’S IMPORTANT IS THAT YOU CAN ANSWER THESE THREE QUESTIONS:

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4.

How am I being generous?

5.

What modalities am I delivering my free stuff in?

6.

What is the immediate reward for action?

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1. How Am I Being Generous? When asking for someone’s contact details, be generous, and ‘stack the cool’. Give free stuff away as a matter of daily business. Do it when you’re expecting nothing in return. Do it so the market gets to know you. And do it so you have the right to ask for their contact details.

2. What Are The Multiple Modalities? Offer your cool free thing in a number of modalities:  A written report  A CD or audio recording  A DVD interview  A quiz…

3. What Is The Immediate Reward For Action? The moment they opt in, ensure they receive something cool for their efforts immediately.

THE COACHING INSTITUTE MISSION

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THE COACHING INSTITUTE MISSION

Inspiring The Extraordinary 58 |

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BONUS 18 INCREDIBLE LEAD GENERATION STRATEGIES

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Bonus 18 INCREDIBLE LEAD GENERATION STRATEGIES

1.

Have a Facebook page which is clear on its character, who it’s appealing to, and offering stuff aligned with what they want  Then sometimes have a link to a blog, which has an opt in  And sometimes offer free tickets to an event

2.

Write 12 articles for one magazine, so you build a following and loyal readers, and at the end of every article have a CTA

3.

Networking  Build database; time efficient; educates others; you get educated  When networking give CD rather than business card  CD with spin title  Educate builds trust  Expands your database

4.

Strategic alliances/affiliate deals with businesses that are ahead of you on the marketing and credibility curve  You get a percentage of sales from selling their product  You get a tangible that most don’t have  You learn how to market faster and better because it’s established

5.

Blogs  Connect you to others; generates ideas; builds credibility; increase SEO; exposure  Then retarget people who visit with Facebook ads

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6.

Speaker at someone else’s event  Get business card in return for something  Access to database  Credibility

7.

Series of seminar events  Home-based Business Expo  Tickets free $197 crossed out write FREE  Provide CD  Series of guest speakers – speakers database fill the room  Inner circle seminar series  Run leaders Inner Circle event

8.

Speaker & skim room  You speak and offer to send all in the audience a free ‘something’ – they just need to give you their business card

9.

You get invited to speak at other companies tele-classes  Give free offer in return for contact details  Forced continuity – free one month membership

10.

Create own network events  Turn into a product  Lunch every month – in between develop CD with an expert and sell

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11.

Multi-speaker event  Find speakers that could solve problems for you niche  2 speakers per day  Event free – speakers don’t get paid  Speakers promote to their event  Present for 90 minutes  Great content; free stuff during presentation  Don’t hire speakers that don’t match your niche  You MC – pitch Day 2 before lunch  Make 50% of all sales  VIP in front row get lunch and free offer

12.

Write a book in your area of expertise  Credibility; authority  Builds your database if you treat it as a lead magnet  Tap into other people’s database

13.

SEO your website  Build in all criteria to Google ranks you higher  Develop relationships/links  Makes Adwords campaign cheaper

14.

LinkedIn  Professionals  Expert in Q&A’s  Free webinars

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15.

Pay-per click  Adwords – reach target market through key words  Sponsored link  Open ad words account  Rank no 1 only in key words  Want to be in top 1-3 (top left hand side)  If someone clicks I ONLY pay then  Can change at any time: how much, where, geography, location, time  MUST track what you are willing to spend per day  Need to understand Google analysts, what you are willing to bid

16.

Write an E-book  Embed more free stuff – so much come back to you  Send to people who will be interested – they can re-brand ebook but you leave your links to the site in the book

17.

Send letter with DVD  Samples of you speaking  Popcorn, DVD, letter  “This is who XXX recently used at the conference and this is what the participants had to say.....”

18.

Series of mentoring classes – to teach business owners to mentor them for free  Record and turn into product

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IF YOU ARE ALWAYS TRYING TO BE NORMAL, YOU WILL NEVER KNOW

HOW AMAZING

YOU CAN BE Stephen Covey

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ATTRACTION VALUABLE CONVERSATIONS

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STEP THREE:

ATTRACTION Valuable Conversations

Massive Conversions

Ascensions & Memberships

We now have in place:

1. 2.

Who we are (Awareness) Who our market is (Alignment)

Now we’re going to start attracting clients.

Valuable Conversations THERE ARE THREE WAYS TO GENERATE THE VALUABLE CONVERSATIONS:

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7.

Do you run complimentary coaching sessions?

8.

Do you run webinars?

9.

Do you run workshops and seminars?

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1. Do You Run Complimentary Coaching Sessions?

2. Do You Run Webinars?

3. Do You Run Workshops and Events?

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I BUILT SUCCESS IN BUSINESS WHEN I STOPPED

FOCUSING ON ME AND STARTED FOCUSING ON

HELPING OTHERS Sharon Pearson

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ATTRACTION MASSIVE CONVERSIONS

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STEP THREE:

ATTRACTION Valuable Conversations

Massive Conversions

Ascensions & Memberships

Massive Conversions THERE ARE THREE THINGS TO CONSIDER WHEN CONVERTING CLIENTS:

1.

Do you offer the intangible with the tangible?

2.

Do you have packages?

3.

Do you have a conversion strategy?

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1. Do You Offer Intangible with the Intangible?

2. Do You Have Packages?

3. Do You Have a Conversion Strategy?

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THERE ARE EIGHT STEPS IN THE ULTIMATE INFLUENCE SYSTEM WHICH WORKS EFFECTIVELY FOR ALL TYPES OF BUSINESSES:

1. Rapport – Build rapport

2. Build – Find out why they’re interested

3. Flip – Find out how what they do currently fits in with this new decision

4. Match – Match what they want to what you have

5. Recommend – Check in you’re both on the right track

6. Backtrack – Go back over what you’ve covered to ensure it’s a great fit

7. Close – Ask for the business

8. Future – Future pace for what’s going to happen next

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ATTRACTION ASCENSIONS & MEMBERSHIPS

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STEP THREE:

ATTRACTION Valuable Conversations

Massive Conversions

Ascensions & Memberships

Ascensions & Memberships Once you have attracted clients, they will want to do more with you, have more access and get more involved in what you offer! THERE ARE THREE THINGS TO CONSIDER WHEN PUTTING TOGETHER ASCENSION MODELS AND MEMBERSHIPS:

1.

What access do your clients have?

2.

What experiences do your clients seek?

3.

What expertise do your clients seek?

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1. What Access Do Your Clients Have? People who are committed to their journey will want more ____________________________________

because they want ____________________________________________________________________________

2. What Experiences Do Your Clients Seek? Based on the avatar and competitor analysis, you can determine what experiences your clients want to haveâ&#x20AC;Ś

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3. What Expertise Does Your Market Seek? As people get more involved, they realise there is more to it than they first thought, and that there is more to learn. They begin to see that they can become the____________________________

They want to acquire expertise.

What are the levels of expertise in your world, based on what you offer?

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SUMMARY OF SUMMARY OF

NINE STEPS NINE STEPS Copyright © The Coaching Institute 2015 | All Rights Reserved | V1 August 15

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Awareness CATEGORY

SELF-ASSESSMENT

ACTION STEPS

KNOW YOURSELF 

Are your goals, values and beliefs defined and designed to move you towards success?

KNOW YOUR MARKET  

Are you clear on who is your avatar? Are you clear on your competitors? What they offer? How they offer? Can you reach where does your market congregate?

CHARACTER MATCH 

Who are you as a character? Is this a match for your market? Are you their ideal character? What are your dreams and desires? Are you moving towards or living the dream life your avatar has? What is your Ideal Average Day? Is this a match to what your avatar wants to experience?

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Alignment CATEGORY

SELF-ASSESSMENT

ACTION STEPS

BRAND PROMISE 

What is the content you will provide? Is this what they want? What experience will your clients have with you? Is this what they want? How will your promise be delivered to your clients? Is this how they want to receive it?

CONTENT MARKETING 

 

What is your method of delivery of your free cool content? What problem does it solve? What is the Call to Action (CTA)? Does it solve a problem they want solved? Remember, this part is to get followers who come to know and trust you, so you can ask them to opt in to your stuff…

LEAD GENERATION    

How are you being generous? What modalities are you delivering your free stuff in? What is the immediate reward for action? Remember, now you give them even more content!

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Attraction CATEGORY

SELF-ASSESSMENT

ACTION STEPS

VALUABLE CONVERSATIONS 

  

Do you run complimentary coaching sessions? How often? Do you run webinars? How often? Do you run workshops and seminars? How often? Remember, as you’re providing these opportunities so you can offer your market your services, you continue to content market…

MASSIVE CONVERSIONS 

 

Do you offer the intangible services with the tangible products? Do you have packages? Do you have a conversion strategy?

ASCENSIONS AND MEMBERSHIPS   

What access do your clients have to you? How often? What experiences do your clients seek? What expertise do your clients seek?

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NOTES

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Profile for The Coaching Institute

Ultimate Success Manual  

Ultimate Success Manual