It’s super-easy, as a content-creator, to build a course OR write a book OR shoot a video OR launch a live event…

… and then get the messaging wrong.

🤷‍♂️

Many times we get SO enamored with what we’ve created that we begin describing THE PRODUCT rather than defining the destination and detailing the problems we help people overcome.

🤯

I’ve done it. You’ve probably done it, too.

It’s only natural.

After all, we stress over the fonts and colors and background music and posters and promotions and all the other pieces…

🧐

But people don’t buy the product JUST BECAUSE they want the product. They invest in it because of what it achieves.

They purchase the RESULT.

They buy the SOLUTION.

They give us their hard-earned cash for the OUTCOME.

⭐️

Here’s an analogy.

No one searches Expedia or Priceline or their fav travel hotline for a nice chair on a solid airplane. Rather, they search for a destination…

The seat (read: the product on the plane) is merely the means.

And your book, course, whatever…

… is also the means (read: the seat on the plane) to take them where they want to be.

✈️✈️✈️

That’s the subject of this talk.

Links:

📣 Tell us how we can best serve you— go to AmplifyOnline.info

🖥️ These lessons are included in part 2, the Media, of the Amplify course. Access the entire masterclass here: www.AmplifyOnline.info/course

📘Prefer to read about it? Grab the “Encyclopedia Brittanica” of multiplying & monetizing your message here: www.AmplifyOnline.info/BIG

🚌 Free 30-day test-drive of the Kajabi software we recommend & use = https://app.kajabi.com/r/hWkYzZYA/t/8vmvk9af

The first online promo you do will be hard. But, it WILL get easier AND you’ll get better at it.

It helps, though, if you have a list of what you need— a checklist— to work from. There are nine things you need to have in place.

You also need to determine a pricing strategy.

Generally, you can charge more when selling to a business than an individual, and you can charge more when your product / program creates a financial return for the client.

We often reference the specific numbers, listed in the podcast, (though arbitrary) to provide vision for what’s possible in the online space.

In addition, there are advantages to promoting “recurring purchases” rather than just one-time sales.

Notice the path to $100K / year with one-time purchases.

Notice, too, how the same path seems easier with recurring revenue streams.


Links:

🖥️ The launch lessons are included in part 2, the Media, of the Amplify course. Access the entire masterclass here: www.AmplifyOnline.info/course

📘Prefer to read about it? Grab the “Encyclopedia Brittanica” of multiplying & monetizing your message here: www.AmplifyOnline.info/BIG

🚀 Download the 9-point launch checklist free at www.AmplifyOnline.info/checklist

🚌 Free 30-day test-drive of the Kajabi software we recommend & use = https://app.kajabi.com/r/hWkYzZYA/t/8vmvk9af

Most online creators, book writers, coaches, and other people in the online space don’t “ramp up” or “warm up” to a new promotion. They just “throw it out there” and see who buys.

As a result, many launches— no, most— fall flat.

That’s because they neglect the three phases of a solid promotion:

1️⃣ Pre-launch (i.e., what happens BEFORE you promote the product or program)

2️⃣ Launch (this is where we usually focus our energy only)

3️⃣ Post-launch (what happens afterwards)

With the right plan in place, you can actually build anticipation in your audience such that they eagerly await for the “doors to open” for your upcoming offer.

During the pre-launch / pre-promo phase of your offer, warm up your list by sending related content (broadcasts) and tagging people.

(A CRM / email server like Kajabi can handle all of this. See the free trial link below.)

This is the time to discover who to “invite to your launch.”


Creating a launch / promo email sequence is simple. If you follow the outline included in the Sales Page training of Amplify Pro!, the work is done for you…

… and, you’ll quickly see that working through the outline for creating the webpage actually supplies you with everything you need for the email copy.

Note, too: always have an “out” for people who want to unsubscribe from the promo but want to stay on your email list.

Promoting your product or program is only half the job. After (and even during, if they buy), intentionally direct everyone who participated in some way.

First, onboard buyers (as well as offer additional opportunities to purchase)…

… through a welcome sequence.

Affirm their purchase and belief in you, as well as outline what to expect.



Second, don’t forget about non-buyers.

If you ran a pre-launch / pre-promo sequence as we teach in the Amplify course, these non-buyers have been accessing free content related to the subject of your launch. In other words, they ARE interested in the product or program— but didn’t take action.

There are numerous reasons people don’t buy (we have training in Amplify Pro! that outlines the common reasons).

Bring non-buyers in closer, and prep them for the next launch. Consider inviting them, later, to a private launches.

Remember, maintaining a good tagging system in your CRM can double your ability to market…

… as it creates a “waitlist” and “private launch” opportunity for you.



Here’s how it all fits together…

Links:

🖥️ The launch lessons are included in part 2, the Media, of the Amplify course. Access the entire masterclass here: www.AmplifyOnline.info/course

📘Prefer to read about it? Grab the “Encyclopedia Brittanica” of multiplying & monetizing your message here: www.AmplifyOnline.info/BIG

🚀 Access free launch training at www.AmplifyOnline.info/launch

🚌 Free 30-day test-drive of the Kajabi software we recommend & use = https://app.kajabi.com/r/hWkYzZYA/t/8vmvk9af

If you’re going to sell anything anywhere (whether it’s online or in a “brick & mortar”) you must let people know you’re open for business. Launching (that is, promoting) your products and program is one way to do this.

Here, we discuss two types of promotions— open and closed. And, we talk about why it might be better to go with the counter-intuitive approach of a “closed” launch.

We also discuss pricing strategies for group programs, why you shouldn’t drop the price (raise it instead), and why “free trials” are often the wrong way to go…

Ultimately, you must decide what works best for you, your business, and your clientele, but these are questions you must— at some point— consider.


Before you promote your products online, you need to create a content calendar…

It will have ALL of this in it.

Building a content calendar-- and planning weeks and even months in advance-- helps you unify your message across each of your communication streams.

It helps you earn more money.

Plus, it removes the guesswork of what to say on social media, knowing what to discuss on your podcasts and videos, what to email your subscribers, and when to do your online launches.

Furthermore, the calendar helps you distinguish between the pre-launch / pre-promotion phase, the launch phase, and post-launch / post-promo.


In this talk we discuss:

❌ Why you shouldn’t start your planning with social media

✅ What you SHOULD begin with

⭐️ Everything else that goes between

Links:

🖥️ The launch lessons are included in part 2, the Media, of the Amplify course. Access the entire masterclass here: www.AmplifyOnline.info/course

📘Prefer to read about it? Grab the “Encyclopedia Brittanica” of multiplying & monetizing your message here: www.AmplifyOnline.info/BIG

🚀 Download the 9-point launch checklist free at www.AmplifyOnline.info/checklist

🗓️ Download your free content calendar and receive additional training at https://www.amplifyonline.info/365

🚌 Free 30-day test-drive of the Kajabi software we recommend & use = https://app.kajabi.com/r/hWkYzZYA/t/8vmvk9af

Comparison CAN BE the “thief of joy,” but it can ALSO show you what’s possible. Sometimes we see in others something we can replicate for ourselves.

A few years ago I met the Oola Guys, Dave & Troy. Some of their ideas— and conversations with them— helped me see what’s possible for myself.


After discussing that chance encounter, I outline a few other concepts related to multiplying & monetizing your message….

Things like these three—

✅ The message is more important than the medium

You can repurpose your core message into numerous formats, effectively creating a “product ladder.”
And, though we assume people follow it logically, in the order we create it, everyone has a different learning style and “comes in” at a different place.


✅ Why you need to create multiple entry points into your ecosystem

Generally…

Lower ticket items are “higher” in your funnel. MORE people purchase them (because the products are cheaper, and low-commitment offers), so they have LESS access to you.

Higher ticket items are “deeper” in your funnel. LESS people purchase them (because the products are more expensive, and require a somewhat higher-commitment), so they have MORE / GREATER access to you.

If we “turn the funnel” on its side, it looks more like a target, a bull’s eye. As people pay more they move “closer” to the core of what you offer. This is where you need to spend the majority of your time.


✅ Building trust with consistency over time such that purchasing from you is a logical next step

Consistency and time create trust. You want to develop a brand that is consistently contagious, such that people look forward to working with you.



The concepts taught in this talk are super-practical.

Remember, don’t get enamored by the different forms of media you can use. They’re all just tools— resources you can use to boost your message.

Links:

📔Claim your free Process over Permission book that walks you through lessons like these: www.AmplifyOnline.info/process

✅ Need help writing your book? Go to www.AmplifyOnline.info/MMB

🖥️ These lessons are included in part 1, the Mind-shifts, of the Amplify course. Access the entire masterclass here: www.AmplifyOnline.info/course

🚌 Free 30-day test-drive of the Kajabi software we recommend & use = https://app.kajabi.com/r/hWkYzZYA/t/8vmvk9af

Years ago, a friend asked me to shoot some videos (about the compensation plan for a home-based business) for a smartphone app. I grabbed the book I wrote on the subject, carried it to the front porch of my house, and shot 16+ short videos using an iPhone.



Then, I edited them, dropping in a few slides I rebranded from the book, making the vidoes look like a one-of-a-kind offer.

We later learned how to use free opt-ins (re: lead magnets) to invite people to purchase them in other forms…

… and I learned that, especially when you’re repurposing content, it makes sense to go WAY out of your way to do it right the first time, so you can continue building upon it.

Each piece of content is an asset that can be developed and sold and re-used repeatedly— with a little foresight.



In this talk you’ll learn more about repurposing content to create a recurring revenue stream, the power of taking people on a journey of self-discovery with you…

Links:

📔Claim your free Process over Permission book that walks you through lessons like these: www.AmplifyOnline.info/process

✅ Need help writing your book? Go to www.AmplifyOnline.info/MMB

🖥️ These lessons are included in part 1, the Mind-shifts, of the Amplify course. Access the entire masterclass here: www.AmplifyOnline.info/course

🚌 Free 30-day test-drive of the Kajabi software we recommend & use = https://app.kajabi.com/r/hWkYzZYA/t/8vmvk9af

For the next few minutes I want to talk about how to repurpose content in multiple ways to bolster your online presence, an easy strategy to share free pieces of the content to drive people back to paid products, and why you don’t need to shirk back from giving your best stuff away.

I learned this tactic when I filmed The Healing Workshop about 8 years ago…


During the editing phase for the online course, I began pulling “short clips” I could transform into blog posts and social media clips. I used them to direct people back to the course.


Furthermore, I gave some of the best points and main ideas AWAY FREE.

Rather than detracting from my sales, I think it actually enhanced them. Even though we’re often nervous that “people won’t buy” if they can get it free on our website (or YouTube or wherever), the truth is that people WILL pay for convenience AND organization AND connection.

We often tell clients, “Share ALL of your ideas online for free. Just share them in small segments AND share them out of order. But don’t hide any of it…”

I explain how in this talk…

Links:

📔Claim your free Process over Permission book that walks you through lessons like these: www.AmplifyOnline.info/process

✅ Need help writing your book? Go to www.AmplifyOnline.info/MMB

⚙️FREE ACCESS = Learn the strategy of taking your talk and chopping it up to share it on social media, blogs, and more, here: https://www.amplifyonline.info/multiply

🖥️ These lessons are included in part 1, the Mind-shifts, of the Amplify course. Access the entire masterclass here: www.AmplifyOnline.info/course

🚌 Free 30-day test-drive of the Kajabi software we recommend & use = https://app.kajabi.com/r/hWkYzZYA/t/8vmvk9af

💙 Access The Healing Workshop, outlined in this talk = www.Jenkins.tvTHW

All content isn’t equal (some messages matter more than others). For example, showing someone how to find & fulfill their purpose on this planet is more important— I think— than showing them what needs to go on a website (even though I have books & courses that teach both).

Here’s what’s interesting, though: the same processes work for all content. In other words, if you learn HOW to do it in one lane, you can transfer those principles to other. Or, if you see someone doing it well, you can clone their systems.

I learned this firsthand several years ago when we began the Advance, a movement to empower men to move from where they are to where they’re designed to be…

(I’ll save the story, b/c I walk through it in this talk.)


We taught the SAME message for 10 events. And, I’m continuing to refine it even now….

I’ve also expanded it.

And, I’ve acquired better tools and tech to communicate it.

(Those are all lessons I highlighted in the previous few talks.)


Eventually, Advance expanded to an array of products and programs— all from repurposed content.

And that’s the idea behind lessons 5 & 6.

Think of repurposing your content like “Legos” for adults.



Links:

📔Claim your free Process over Permission book that walks you through lessons like these: www.AmplifyOnline.info/process

✅ Need help writing your book? Go to www.AmplifyOnline.info/MMB

🖥️ These lessons are included in part 1, the Mind-shifts, of the Amplify course. Access the entire masterclass here: www.AmplifyOnline.info/course

🚌 Free 30-day test-drive of the Kajabi software we recommend & use = https://app.kajabi.com/r/hWkYzZYA/t/8vmvk9af

➡️ The Advance resources referenced in this talk = www.Jenkins.tv/ESA