News Bulletin #28 - 9th October 2020

Knowing what you don’t know is more useful than being brilliant.” attributed to Charlie Munger

Hello <<First Name>>,

one of the many things I know very little about is marketing in a social media-dominated world. I know just enough to be terrified and overwhelmed. I think I would prefer a state of blissful ignorance, but it is too late for that now and, as with virginity, there is no going back from here. As my business was set up to conceive and deliver a largely digital product (our finance courses) achieving proficiency in digital marketing would appear to be a sine qua non - that without which nothing is possible. 

But the universe always to conspires to deliver us manna when we are in need of sustenance, if we are mindful to recognise it and so it was that I came across Julia Saxena, a german national living with her husband in Papua New Guinea, fluent in english and a talented, efficient and experienced copywriting and course marketing expert who was responsible for my learning experience as my mentor during the recent Building a Second Brain course. I have enthused about this course over the past weeks, not least because of the extraordinary amount of effort that was expended to ensure that the students all received maximum benefit from the educational product they had purchased. Julia was one of those so tasked and I was able to witness her dedication and professionalism first hand and recognised that what she excelled at was just what we needed. Long story short: she is now working with us at Good & Prosper to ensure that our first cohort, due to start at the end of this month, has the best chance of success. She has taken me and the launch process in hand and will be responsible for the whole “student experience” during the course. Manna from heaven.

The work we have been doing over the past fortnight has been transformative (and involved very early phone calls due to the inconvenient time difference between Port Moresby and Dublin) and has encompassed:

-  creating a lead magnet and affiliate marketing program 
- a complete overhaul of the curriculum
- a launch sequence, landing page and sales process

Having a professional, experienced and enthusiastic specialist is making all the difference. Julia wrote her own blog piece around the development of our first step - the creation of the lead magnet to whet potential students’ appetite for our offering  - using our work as an example. I am so thrilled by this and so pleased with the result that in the spirit of “open garage work” I am going to share it in its entirety:



You’ll see how to do that based on a real-life example: an email course I’ve developed together with Steven Wilkinson of Good & Prosper. The goal is to increase subscribers in preparation for the launch of his online course GLUE IT!, teaching entrepreneurs how to master their finances so their businesses can thrive. 

There are 5 steps to developing your email course, which you could complete in about a day. 

1. Brainstorm 
As the first step, put your thinking cap on and brainstorm … 

  • Myths about the industry you’re in or about what’s needed to succeed in your space
  • False beliefs about what’s important and who’s on your prospects’ side 
  • Misconceptions about the best way to solve their problem 
  • Limitations – self-imposed or real – that are holding them back.
    Pitfalls your audience lands in when trying to solve their problem 
This is best done as a collaborative brainstorming session. Don’t censor yourself in the beginning. Then start to organize your thoughts and group them together. Choose the top 4 to 6 to move forward.

We used Miro, a visual online whiteboard tool to brainstorm any myths, misconceptions, and limitations that business owners have with regard to managing their business finances. 

Here is a screenshot of our Miro brainstorming board:

Miro Board Example
2. Write the emails
With your 4-6 items identified and your brainstorming notes in hand, you can start to write the email for your email course. 

Here’s a 4-part framework to help you write each email:

  1. Name: Start the email by calling out the myth, misconception, or limitation your prospects are experiencing. 
  2. Agitate: Agitate it and show how this way of thinking is not serving them. 
  3. Reframe: State what’s actually true to introduce a new way of thinking.
  4. Benefits: Show how they can benefit from reframing the myth, misconception, or limitation. 
Analogies are a useful tool to help your subscribers picture a new reality. They use familiar concepts to explain something that’s still unknown. 

End each email with a short tease of what’s coming in the next one. 

3. Set up the automation in your ESP
Now you can create an automation so that your emails are delivered automatically to anyone who subscribes to your course. I’d recommend sending the emails one day apart from each other.  

Here’s how the automation for our example email course looks like in Kajabi:

Kajabi Email Sequence Example
4. Create a landing page for your audience to opt-in
Your ESP should give you the option to create a landing page to promote your email course and collect your prospect’s email addresses. 

These are the elements you should include on your landing page:

  1. Headline: What they will get in your email course.
  2. Who’s this for: Call out your audience.
  3. Bullets: Tease them with what they’re going to learn in your course.
  4. Your bio: Show why you’re the best person to teach them and why you can be trusted.
  5. Form: This is where they’ll fill in their first name and email address.
  6. Call-to-Action: The button they need to click to opt-in. Make it enticing! 
Here you can find the landing page for Steven’s email course: The 5 Business Finance Fallacies That Are Limiting Your Potential. 

Want to see more examples? 

Check out Cam Houser’s free email course about the era of video: Why now is the perfect time to leverage the power of video to grow your business and accelerate your career

Or Robbie Crabtree’s free email course about performative speaking: 5 Lessons To Wow Any Audience.

5. Promote your email course 
Without this last step, all effort was for nothing. You need to get the word out about your free email course.  

3 ways to do that:

  1. Include opt-in forms directly on your website, for example, on the homepage, and below each blog post.
  2. Promote your landing page on social media networks like Twitter and LinkedIn.
  3. Send people there manually whenever you feel someone can benefit from your course. 
We have signed up a select number of affiliate partners who are actively marketing the launch sequence in their own communities and who are enthusiastic about the value that our Practitioner course on creating confidence and fluency around the language of business will bring to their respective tribes. I am truly grateful for their support and encouragement. I would also be delighted if you were to sign up for the free email course, which will see one email outlining one of the 5 Fallacies a day for 6 days pop into your mailbox from the day you sign up. I tried it - it works.  And of course, I would love to have any feedback here, by mail, on Twitter or LinkedIn.

So after two weeks of working with Julia, I am now in the "conscious incompetence" quadrant but marginally less ignorant than I was a fortnight ago. This, I believe, is called progress and very exciting it is too.

Wishing you all a joyful weekend and with best wishes


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