WELCOME TO THE Momentum in Marketing · Welcome to the Momentum in Marketing Workshop, let’s get...

WORKSHOP

Momentum in Marketing Momentum in Marketing WELCOME TO THE

2

Momentum in MarketingMomentum in MarketingWELCOME + CONGRATULATIONS!

Welcome to the Momentum in Marketing Workshop, let’s get ready to get in gear to grow your audience!

During the next 3 days we will be getting you everything you need for success with organic Marketing, including...

Checklist

Outlining the 4 steps in The Customer Journey

An Overview of Market Research Strategies

Utilizing Your Research to Pinpoint what Your Client Wants

Copywriting best practices

Content Creation & The Hook | Story | CTA (Call To Action) Framework

Facebook LIVEPrep and Practice

Engage in Real Time Lead Generating

The Tribe Mentality & how to Nurture Your Community

Building your Audience with your Organic Marketing Calendar

Establishing how to present your Signature Solution using Ethical Persuasion

DA

Y 1

DA

Y 2

DA

Y 3

3

Outline the Four Steps in The Customer Journey

Extract Your ICA’s External and Internal Pains/Problems

Outline Your Signature Solution (Step by Step process)

Refine Your Signature Story

Overview: Market Research Strategies

Complete Market Research and Extract Wants/Needs of ICA

DA

Y 1

Goals for DayGoals for Day 1 1

4

NOTES

Day 1 SESSION 1

Pre-Framing Your MindsetPre-Framing Your MindsetWelcome

Overview

Pre-Training Review

5

Part 1

Day 1 SESSION 2

NOTES

The Customer JourneyThe Customer JourneyEstablish the Four Steps in The Customer Journey

Review Your ICA (Ideal Client Avatar)

Extract Your ICA’s External and Internal Pains/Problems

Outline Your Signature Solution (Step by Step Process)

6

Customer JourneyCustomer Journey

In the Signature Mastermind workshop, you focused on Identifying your Niche and your I.C.A. to better target the customers whom you want to serve. However, just putting your message in front of your I.C.A. isn’t enough, you have put yourself in their mindset when crafting your message so that they will feel that this is the correct path for them.

These are the 4 steps your ICA is taking along the customer journey. In this Workbook, we will be breaking down each step so that you will be able to resonate with your ICA by answering these questions for them. This will keep them moving along the path towards the end goal: presenting them with your solution (ie your mastermind) and helping them succeed.

Customer JourneyCustomer JourneySUCCESS!SUCCESS!

PAIN + PROBLEM PAIN + PROBLEM AREAAREA

Do I have what it Do I have what it takes?takes?

SOLUTIONSOLUTIONWill you go with me?Will you go with me?

AUTHORITY + AUTHORITY + CREDIBILITYCREDIBILITYWho can help me?Who can help me?

PATH TO PATH TO SUCCESSSUCCESS

Is it possible for me?Is it possible for me?

Pain & Problem

Path to Success Solution

Authority & Credibility

7


Ideal Customer AvatarCustomer AvatarSince you have already gained clarity on your I.C.A., use this page to set the foundations

for the customer journey by reviewing these touchpoints of your messaging.

Describe your ICA Below:

What is the Problem You Solve For Your ICA?

Complete Your Solution Statement:“I help (ideal client avatar)________________ achieve (desired result)__________________ through (your proprietary process)______________ without(point of resistance) ____________________.”

Example: “I help fitness instructors build successful online fitness classes through our “Build Your Online Fitness” program without any of the tech headaches.”

Pain & Problem



8


Pain/ProblemPain/ProblemINTERNAL EXTERNAL

Below, list out the external pains/problems your ICA is facing in the left column. Then in the right column, list the correlating internal pain/

problem that your ICA is really facing.

Pain & Problem



9


Using the sections and prompts below, list out the current state of your ICA in the first section and the compelling future your ICA wants to

achieve

What have they tried before that failed them or didn’t work?

What is holding them back?

What motivating reasons do they have for taking action now?

What will happen if your ICA doesn’t take action now?

How does this future affect their relationships, health, or wealth?

What will your ICA feel emotionally when they succeed?

What does your ICA gain if they do succeed?

What does your ICA have to LOSE if they don’t take action?

Where is your ICA right now relative to the problem/pain they are facing?

What are some secondary problems that arise from their primary problem?

Pain/ProblemPain/Problem

Pain & Problem



10


Your Signature Solution is the answer to your ICA’s problem. In response to their question of, “Is it possible for me?”

Outline your Signature Solution below. These are the 3-5 “steps” you will be teaching your clients inside your Mastermind to help take your ICA from where they are to where they want to go. If you attended the Signature Mastermind Workshop, you may want to reference your previous workbook where you previously outlined these steps.

Path to SuccessPath to SuccessST

EP

3

STE

P 2

STE

P 1

STE

P 4

STE

P 5

Pain & Problem



11


Compelling FutureCompelling FutureWhat is the Compelling Future your I.C.A. Wants to Have?

How does this future affect their health, wealth, & relationships?

What will your I.C.A. feel emotionally when they succeed?

What does your I.C.A. gain if they succeed?

What does your I.C.A. have to LOSE if they don’t take action?

NOTES

Pain & Problem



12

Part 2

Day 1 SESSION 3

The Customer JourneyThe Customer JourneyAuthority + Credibility

Your Solution

Pain & Problem



13


Below, you will outline your 3 ACT PLAY.This is your transformation story which will cause you to resonate with your ICA, build rapport and trust, and demonstrate why your solution is exactly what they need. If you attended the Signature Mastermind Workshop,

you can reference back to when you first did this excercise.

List below 3 characteristics to tell what your life was before:

Pivot! List below what changed & what actions were taken

Describe YOU (or a case study) today. This should be where your ideal client wants to be after your mastermind.

1

2

3

Signature StorySignature Story

Act 1

Act 2

Act 3

14

Day 1 SESSION 4

NOTES

Why Market Research is Important

How to do Market Research in Facebook

Using this information to get your I.C.A. what they need

Market ResearchMarket Research

15

Market ResearchMarket ResearchAS LONG AS YOU'RE IN A GROUP THAT IS BROADER THAN YOUR NICHE, THESE

KEYWORDS WILL PULL THE APPROPRIATE MARKET RESEARCH FOR YOU

Under your corresponding niche, brainstorm some keywords that align with your Problem or Signature Solution. Some examples of keywords for the following industries are listed below as an example:

HEALTH - TYPES OF KEYWORDS: "Weight Loss" "Frustrated" "Exhausted" "Sleep" "Tired" "Supplements" "Help" "Overwhelmed"

WEALTH - TYPES OF KEYWORDS: “Money” “Dollars” “Success” “Wealth” “Financial” “Frustrated” “Overwhelmed” “Help”

RELATIONSHIP - TYPES OF KEYWORDS: "Lonely" "Alone" "Confused" "Trust" "Lost Hope" "Problems" "Struggling" "Help" "Therapy' "Counseling"

SELECT YOUR INDUSTRY BELOW:

•

•

•

•

•

•

•

•

FILL IN 6 KEYWORDS THAT YOU WILL USE BELOW

HEALTH WEALTH RELATIONSHIPS

16

Market ResearchMarket ResearchMarket research and relationship-building is an essential component to populating your group with the right people.

The best way to attract and deliver the best products to your ICA is to understand them better than anyone.

Within the Facebook groups you've joined, you can begin conducting market research with the following methods:


The

Search BarSearch Bar1. USING THE SEARCH FIELD FOR KEY WORDS

2. POSTING PROBING QUESTIONS

USING THE SEARCH FIELD FOR KEY WORDS

Use this field to enter a keyword that pertains to

your niche

17


The right question, that hits at the center of your ICA’s needs, will grab their attention and aligns with the first step on the customer

journey of addressing their problem.

HERE ARE SOME EXAMPLES OF PROBING QUESTION POSTS FROM EACH NICHE:


Posting Probing QuestionsProbing Questions

Health ExampleExample

Wealth ExampleExample

Relationship ExampleExample

With just one question, this

has solicited 258 comments!

88 potential ICAs to respond

to and start a conversation with!

84 potential ICAs to start

the customer journey with!

18


"When was the last time you _____(enter an activity as it pertains to a problem for your ICA __________)"

"What is your biggest struggle with ____________________ ?"

"What has been your favorite ____________________ so far in your (place your niche here) _____ journey?"

"What frustrates you about ____________________ ?"

"What do you love about ____________________ ?"

"If you had a magic wand to solve one problem with _____ (common problem among your ICA) _____ , what would that be?"

The more specific and unique your line of questioning, the more engagement you’ll get. Below are some tried and true templates for

getting the response you are after.

Probing QuestionsTemplateTemplate

YOUR QUESTION

YOUR QUESTION

YOUR QUESTION

#1#2#3

19

Day 1 NotesNotes

20

Day 1 Daily WinsDaily WinsWHAT WAS YOUR BIGGEST AHA MOMENT FROM ALL DAY 1?

WHAT IS YOUR TOP TAKEAWAY THAT YOU ARE EXCITED TO IMPLEMENT GOING FORWARD?

21

Establish Copywriting “Best Practices”

Outline Hook-Story-CTA (Call To Action) Framework

Overview: Social Media Content Types

Draft Your Strategic Organic Content

Develop and Practice Facebook Live

Overview: Lead Generation + FB Specific Strategies

Implement DM (Direct Message) Strategy

DA

Y 2


22

NOTES

Day 2 SESSION 1

Overview of DayOverview of Day 1 1Framing of DayFraming of Day 2 2

23

NOTES

Day 2 SESSION 2

CopywritingCopywritingHow to create copy that works

NOTES

24

Day 2 SESSION 3

Intro to the Hook | Story | Call to Action Framework

Using Market Research to Create Content

Drafting Your First Facebook Post

Content CreationContent Creation

25


MARKET RESEARCH• Polls• Questions about struggles• Questions about which industry

they’re in• Question on what they need

right now

WRITTEN ENGAGEMENT POSTS

• Single-answer question posts• Status Updates (on project or

freebie, training or event)• Share your wins

VALUE POSTS

• Posts that tell a story with a lesson• Training within text (i.e. “Top 3

Ways to…”, “5 Best strategies for…”)• Video Trainings (live or recorded) -

Free value (and importance)• Infographics

QUOTES (on Graphic)

• Encouragement• Relevant to Business

ENTERTAINMENT• Comedy (Memes)• GIF Wars• Favorites (ice cream, movie, work

frustration, etc.)• Sharing Funny Videos

Types of PostsTypes of PostsThere are a variety of category topics you can use when you’re creating your posts.

Having variety will help ensure your audience doesn’t get bored and stays engaged with your content. Below is a list of category types to give you near-endless ideas for all the

posts you can create within your specific niche.

26

Content CreationContent CreationUsing the types of posts from the previous page, now fill in what your topic or focus point will be for each type.

As you create your posts, remember: using a photo of yourself within the post, whenever applicable, will gain more engagement than a post with a graphic or a post with text alone!

Your Post

TopicsTopicsMARKET RESEARCH

•

•

•

•

WRITTEN ENGAGEMENT POSTS

•

•

•

•

VALUE POSTS

•

•

•

•

QUOTES (ON GRAPHIC)

•

•

•

•

ENTERTAINMENT

•

•

•

•

CHALLENGES

•

•

•

•

27


PROBLEM-BASED

Hook:

Story:

CTA:

Hook:

Story:

CTA:

Hook:

Story:

CTA:

SOLUTION-BASED

Hook:

Story:

CTA:

Hook:

Story:

CTA:

Hook:

Story:

CTA:

Use the space below to prepare some posts with your Hook | Story | CTA content you’ve just created.

Put it All TogetherPut it All Together

28

Content CreationContent Creation ExamplesExamplesDean and the KBB team’s work in the Facebook group are great examples of the

HSCTA framework in action, see below to for examples of engagement that follows the customer journey mindset to really connect with his Audience:

The inclusion of a photo of what Dean did over Labor Day connects with the ICA, since coming back from a break to get back to work is both a universal feeling as well as a motivator for the excitement Dean is building.

HOOK: “Are you ready to make 2021 your comeback?”

STORY: “What have you been avoiding?...” “I have really exciting news for all of you”

CTA: “Don’t forget to mark your calendars and set your alarms…”

Here, seeing Dean with Tony, the hook is actually the photo, because Tony is so identifiable, people who follow him will stop scrolling to read the text that goes along with the photo.

Written Hook: “We make up reasons to defend out actions and stick with our old ways...”

Story: “We are created for greatness…”

CTA: “Join us tomorrow…”

By including a photo of Dean with his family the post immediately sets a motivational tone, reminding his ICA of the reason(s) why they should stay motivated, since for most of us it’s our family/the people we love.

HOOK: “The world has changed in so many ways. What direction are you heading to?”

STORY: “Create momentum…” CTA: “Show up and join us here”

CTA: “Show up and join us here!

29

NOTES

Facebook LiveFacebook LiveDay 2 SESSION 3

How HSCTA relates to Facebook LIVE

Content Creation

A Breakdown of one of Dean’s Facebook LIVES

30

Facebook LiveFacebook Live

Facebook LIVEYourYourG

RE

ETI

NG

HO

OK

STO

RY

CTA

SIG

N O

FF

31

Facebook LiveFacebook Live

To build trust and credibility you need to be consistent with your posting, especially going live, when they get to see you deliver your own message. So using the HSCTA framework,

schedule the content and dates of your next 8 Facebook LIVES.

To build trust + CredibilityTo build trust + Credibility

HOOK STORY CALL TO ACTION

SchedulingScheduling

32

NOTES

Building Your AudienceBuilding Your AudienceDay 2 SESSION 4

The audience within your own FB Group

Your ICA within your Friend’s List

Inviting ICAs outside your friend group

33

Building Your AudienceBuilding Your Audience

Lead GenerationLead Generation

DEFINITE ICAS: POTENTIAL/POSSIBLE ICAS:

In this section you’ll be creating your list of ICAs from your current Facebook friends list. You’ll be reaching out to friends that fit, or potentially fit, as ICAs and invite them directly to your group.

WRITE THE DESCRIPTION OF YOUR ICA HERE FOR REFERENCE:

34


"Hey ___________,I loved your recent post about ___________ (insert rapport building statement) ___________ that you shared the other day. I wanted to reach out to you, personally, because I felt like you might be someone who might be willing to support me in something new I'm doing. I just created a brand new Facebook group to help ___________ (insert description of ICA) ___________ with ___________ (insert solution you provide) ___________ . I'm going to be posting free trainings, going Live and sharing my best tips to help this community (insert what you help with) ___________. Is that something you'd be interested in?”

If they say, "yes", invite them to your group.

If they say, "no", you can write:

"No worries at all! I didn't want to exclude you just in case this might be helpful for you. Is there any chance you know someone who might be interested in this kind of community?"

Direct Message ScriptDirect Message ScriptThis script is for current friends you already communicate with on

social media - the purpose of this script is to start the conversation that eventually leads them to your Facebook group.

Current Friends

35


As with any real-life interaction, you want your social media interactions to be genuine and authentic. If someone ran up to you on the street and screamed, “Be my friend!”, you’d probably run the other way, so when you are adding to your list through organic engagement, you want to make sure that you take the correct steps to create a strong (and lasting) relationship with your I.C.A.

**Including a message is very important so that they have context as well as being just a polite thing to do***

Inviting New FriendsNew FriendsST

EP

1ST

EP

2ST

EP

3ST

EP

4ST

EP

5

In other people's groups, find an engagement thread that aligns with the problem you solve or your Signature Solution.

Find a commenter who is your I.C.A.

Begin a conversation with them in that same thread, by replying to their comment (usually best to respond with a question to get them to engage).

Build rapport with them through a back and forth conversation.

Once you feel that you have established enough of a connection that they will WANT to accept your invite (not ignore it), send them a friend invite with a message.

HFC Office

Highlight

36


Friend invite Message ScriptMessage ScriptHi [potential new friend’s name],

I really enjoyed our conversation on [conversation topic] from [group or page where you had the conversation]. Your comment about [something specific they said] really made me think about [related aspect of your ICA problem or solution]. Let’s stay connected!

37

Day 2 NotesNotes

38

Day 2 Daily WinsDaily WinsWHAT WAS YOUR BIGGEST AHA MOMENT FROM ALL DAY 2?

WHAT IS YOUR TOP TAKEAWAY THAT YOU ARE EXCITED TO IMPLEMENT GOING FORWARD?

39

Understand Internal Content (Within Your Group) VS External Content (Outside Your Group)

Identify and Outline Your Specific “Nurture” Content Types For Within Your Group

Create Organic Marketing Strategy For Growing Your Audience

Develop Your Organic Marketing Calendar

Learn How To Increase Your Sales Through DM (Direct Message) and 1:1 Calls

Master Ethical Persuasion To Sell Your Signature Solution (Mastermind)

DA

Y 3


40

NOTES

Day 3 SESSION 1

Overview of DayOverview of Day 1+2 1+2Framing of DayFraming of Day 3 3

41

NOTES

Building Your AudienceBuilding Your AudienceDay 2 SESSION 4

The audience within your own FB Group

Your ICA within your Friend’s List

Inviting ICAs outside your friend group

42


Lead GenerationLead Generation

DEFINITE ICAS: POTENTIAL/POSSIBLE ICAS:

In this section you’ll be creating your list of ICAs from your current Facebook friends list. You’ll be reaching out to friends that fit, or potentially fit, as ICAs and invite them directly to your group.

WRITE THE DESCRIPTION OF YOUR ICA HERE FOR REFERENCE:

43


"Hey ___________,I loved your recent post about ___________ (insert rapport building statement) ___________ that you shared the other day. I wanted to reach out to you, personally, because I felt like you might be someone who might be willing to support me in something new I'm doing. I just created a brand new Facebook group to help ___________ (insert description of ICA) ___________ with ___________ (insert solution you provide) ___________ . I'm going to be posting free trainings, going Live and sharing my best tips to help this community (insert what you help with) ___________. Is that something you'd be interested in?”

If they say, "yes", invite them to your group.

If they say, "no", you can write:

"No worries at all! I didn't want to exclude you just in case this might be helpful for you. Is there any chance you know someone who might be interested in this kind of community?"

Direct Message ScriptDirect Message ScriptThis script is for current friends you already communicate with on

social media - the purpose of this script is to start the conversation that eventually leads them to your Facebook group.

Current Friends

44


As with any real-life interaction, you want your social media interactions to be genuine and authentic. If someone ran up to you on the street and screamed, “Be my friend!”, you’d probably run the other way, so when you are adding to your list through organic engagement, you want to make sure that you take the correct steps to create a strong (and lasting) relationship with your I.C.A.

**Including a message is very important so that they have context as well as being just a polite thing to do***

Inviting New FriendsNew FriendsST

EP

1ST

EP

2ST

EP

3ST

EP

4ST

EP

5

On an OPP (other people’s pages) find an engagement thread that aligns with the problem you solve or your Signature Solution.

Find a commenter who is your I.C.A.

Begin a conversation with them in that same thread, by replying to their comment (usually best to respond with a question to get them to engage).

Build rapport with them through a back and forth conversation.

Once you feel that you have established enough of a connection that they will WANT to accept your invite (not ignore it), send them a friend invite with a message.

45


Friend invite Message ScriptMessage ScriptHi [potential new friend’s name],

I really enjoyed our conversation on [conversation topic] from [group or page where you had the conversation]. Your comment about [something specific they said] really made me think about [related aspect of your ICA problem or solution]. Let’s stay connected!

*[Your first name]

*Because this is a short, friendly message accompanying your friendrequest, the less formal, the better, which is why you don’t need a sign-off or your whole name, because your whole name will accompany therequest (given you have your full name as your profile name… which youdefinitely should).

46

Tribe MentalityTribe Mentality

WELCOME POSTThis is your post to welcome new members to your group.

•

•

•

•

•

•

FEATURES (FEATURING ONE OF YOUR MEMBERS)

To continue to nurture trust with your commu-nity, they need to feel seen, so use this post to feature one member (think of frequency and qualifications for being featured).

•

•

•

•

•

•

PERSONAL WINSThis is your opportunity to celebrate the successes of your group members.

•

•

•

•

•

•

RULESEvery group must have rules of engagement, what rules are important for your group. Think of what the core values of your community are and how to keep them strong.

•

•

•

•

•

•

Post TypesPost Typesfor Your Facebook Group

47


CREATE YOUR POST STRATEGY FOR YOUR INTERNAL FACEBOOK GROUP:

Nurture

PathingPathingThe order of these posts needs to be strategic. You accomplish this by posting in accordance with the

customer journey. Lead them down the path.

Remember, your first batch of posts should be all about the ICA's pain and problem. The next round of posts

should pertain to the path to success. The third round of content posting should be all about credibility and

authority, and the following set of posts should be about the solution you provide.

Hook:

Story:

CTA:

Hook:

Story:

CTA:

Hook:

Story:

CTA:

Hook:

Story:

CTA:

PAIN + PROBLEM

CREDIBILITY + AUTHORITY

PATH TO SUCCESS

SOLUTION

48

NOTES

Day 3 SESSION 3

Audience Building ChallengeAudience Building ChallengeContent CalendarContent Calendar

49

30 Day Content CalendarContent CalendarHere is your 30 day content calendar in which you can see an overview of what you will

be posting, where it will be posted and how you will deliver that message.

This content calendar is specifically for building your audience, so, under the “where” section, this will be in either other people’s groups/profiles or on your personal profile to

nurture your friends list.

For your “”what” refer to pages 23-26 for help in setting up more HSCTA content

Finally, the “how” refers to the type of post it will be (Live, Written, etc), which you can refer to page 48 to help make your choice on the best fit.

DATETO POST WHERE WHAT HOW

HS

CTA

HS

CTA

HS

CTA

HS

CTA

HS

CTA

HS

CTA

HS

CTA

HS

CTA

50

Content CalendarContent CalendarDATETO POST WHERE WHAT HOW

HS

CTA

HS

CTA

HS

CTA

HS

CTA

HS

CTA

HS

CTA

HS

CTA

HS

CTA

HS

CTA

HS

CTA

HS

CTA

HS

CTA

51

DATETO POST WHERE WHAT HOW

HS

CTA

HS

CTA

HS

CTA

HS

CTA

HS

CTA

HS

CTA

HS

CTA

HS

CTA

HS

CTA

HS

CTA

HS

CTA

HS

CTA

Content CalendarContent Calendar

52

Hey [recipient name],

Thanks so much for being so engaged and involved in [name of your community]. I’ve really seen you show up as someone who is providing value to everyone. You have been such a student for growth in [evidence of their engagement].

I wanted to reach out to you because I really think that it’s time to take it to the next level and feel that you would benefit so much from a free [name of your program] call. Together, we can put together a plan around [problem-focused statement] and getting to a place of [solution-focused statement].

I’d like to spend 15 minutes discussing this plan and seeing if my upcoming [name of corresponding mastermind] mastermind would be right for you.

Click here [attach link to preferred scheduling platform to the word “here”] to schedule a time that works for you if this sounds like something you’d be interested in.

Thank you so much for your work these past weeks, [insert any special brand signature copy that you use], [Your Name]

Drive to CallTemplateTemplateHere is a script that you can use to reach out with a DM to members of your free group who have been especially active prior to the launch of

your Mastermind.

Presenting Your SolutionsPresenting Your Solutions

53

Day 3 NotesNotes

54

Day 3 Workshop WinsWorkshop WinsWHAT WAS YOUR BIGGEST AHA MOMENT FROM ALL 3 DAYS?

WHAT DO YOU FEEL YOUR BIGGEST OVERALL WIN TO BE?

WHAT IS THE FIRST THING YOU ARE GOING TO DO TO IMPLEMENT WHAT YOU’VE LEARNED?

55

Bonus!Bonus!Facebook LIVE Breakdown TranscriptTranscript

Hey guys, I'm popping on, on a really odd time, a Friday; rush hour for a lot of you guys, so hopefully you can join me live here because we're going to be talking about something cool. I want to know if you think selling is evil. Is sales evil? Do sales scare you? Do you think it's a bad thing? I want you to think about that and let me know. Hit yes or no. Gut feeling, when you first watch this. If I said to you, "Is selling evil?", just gut feeling. Let me know, yes, no. Is it?

And in a moment here, I want to share three things and this will be the weekly wisdom. This is weekly wisdom number 453. 453 weeks, every single week here for you guys. I know I'm not as consistent as I used to be as far as time. I'm here every week, sometimes I come on different times, but I just had this in my heart right now and I wanted... I just had a meeting here, I'm sitting at the Royal Palms in Phoenix, Arizona. I just had a great meeting and I thought about you guys. I said, "Let me go live right here." Hopefully nobody minds. It's kind of empty here right now. Isn't this is a gorgeous place?

LIVE SCRIPT:

The post copy that accompanies the Live

Hook: “Is selling evil?”

CTA: “I want your opinion, so let me know below while I’m live!!! Watch as I also share…”

Because the story of this post is within the video of the live, the copy of the post is a condensed hook to bring people in and CTA to let them know what they can expect.

Dean extends the hook from the post copy to help incite response from the viewer, especially with a topic (sales) that a lot of his viewers (ICA) are involved in and then references something they might be having a problem with (feeling like sales is inherently bad)

Here, Dean transitions to the story, or a tease of the story addressing that he has been going live with weekly wisdome for 453 weeks, establishing trust with the viewers. He is also acknowledging his surroundings, which provides authenticity (nothing staged or stale -- it’s all in the moment)

56

So is selling evil? And I'm also going to share today what I believe are three things that can allow you to make more money. I'd love to sugar coat it and say... There's a lot of different ways. What I'm going to share with you can get you to finally start your business. What I'm going to share with you can get you to scale your business. What I'm going to share with you can get you to get a raise at your current job. It could get you a business partner or create a new business partner in your life.

Again, I appreciate you guys on, good to see you, everybody coming on right now. I know it's a tough time on a Friday, but you know what? If you watch the replay, it's just as good. So make sure if you're watching live and you like this, hit the like buttons, hit the shares, so this gets out to everybody. And even if you watch it when it's not live, when you get home tonight, if you like it, then share this. These messages shouldn't be just kept to... I think we do about 60, 70,000 people a week, watch these. I want to get it to 100. So I need your help getting there, we need more people to have these words.

So I said in the beginning, "Is selling evil?" I want to know what you think. If you click, let me know, yes or no below, if you think selling is evil, from just the first thought process. Okay, so here's what I want to tell you. When you sell, there's a lot of times we think selling is bad or selling is evil, because someone sold us a bag of goods. At one point in our life, maybe someone sold our parents in a harsh way, or a slick salesperson pushed us into something that wasn't good. Or maybe they sold you something that wasn't ethical. I get it. That can make you feel bad about sales...I like all the nos. We got some yeses, Karen said, "Yes, sometimes I think it is." Totally understand Karen.

Dean reiterates the hook, because inherent in the hook is an ICA problem (sales are bad), he then goes on to let them know that what he is going to share with them will help them move forward, past this mindset problem that his hook was referencing.

Dean shows his appreciation, as well as acknowledging the timing, which again, builds trust as well as a feeling of community. When he asks for their help in sharing and getting the message out, it is another instance of strengthening a sense of community within a call to action.

Here is where Tony gets into the meat and potatoes of the content; the story, however, he still engages simultaneously to keep the audience engaged.

CONTINUED ON NEXT PAGE

Facebook LIVE Breakdown TranscriptTranscript

57

...So let me ask you something. What version am I? Am I excited? Am I enthusiastic? Am I passionate? Do I feel alive? Are my eyes popping? Are my hands moving? Yes. And I’m selling, but I’m a best version of myself when I’m selling, as long as what you’re selling is ethical and can change someone’s life. You want to be selling all the time of the things that you want to make an impact on people’s lives.So why am I going into this today? Because I know so many people that want to start a business and they want to... Let’s say you want to be a consultant and they’re the best at what they do. Let’s say you’re a natural healer, or you’re a massage therapist. I’m just making this up. And you’re the best massage therapist in the world. What we’re delusioned to believe, is that if we are great at something, they will come. We try to think of Field of Dreams. If we build it, they will come. I’m the greatest at it. They will come. I wrote the greatest book. They’ll just buy it. I built the greatest course. They’ll just come get it. I have the best food. They’ll come to my restaurant. And the fact is I’d love that to be true, but I want to be honest with you. If you’re not selling, you’re dying. If you’re not climbing, you’re sliding. Sales is the oxygen for your business.

So if you want to run your own business, if you want to be a consultant, you want to be in real estate, you want to take your life to the next level, you want to get a promotion at your job; you have to learn the art of persuasion and be selling yourself. And selling is not bad. If you get the word evil out of your head and realize you’re the best version of yourself when you sell, if you are the best massage therapist, then become the best salesman in the world on why people should use you, because they’re not just going to come find you. So today, I wanted to talk about three things to start that business, or to scale the business you have, or to start that side income, or get a real estate deal done. How do you do that? You do that by learning how to market and sell. You can call it attraction and persuasion.

CONTINUED ON NEXT PAGE

Here is where he moves into his solution, addressing the after, or the best version of themselves while also selling, the pain point that his hook was centered around.

After a few paragraphs of “Before” or identifying with the I.C.A’s problem, Tony gets to his “Pivot” moment, when he starts to redirect towards his solution.

Facebook LIVE Breakdown TranscriptTranscript

58

You can call it storytelling, I’ve told a lot of stories today. I told the story about my children. Told a story about a food, but while I’m doing that, I was persuading you guys to think about that pasta, or think about being a parent. Or when I talk about my book, I talk about my book with passion.

So, that’s what I want you to think about this weekend. Is selling evil? Absolutely not. Could it be? Of course...The reason I went live now, and I know most of you are going to be watching this replay when you get home... Please, if you like this right now, hit the share button. This is a different one than I’ve shared in a long time. But if you like it hit share right now, let’s get this out to everybody, so when they get home from work, it’s waiting there for them. Okay?

...What’s up John Trivette? What’s up Libero? It’s good to see you guys. This is real talk...I want you to think about this weekend, if you persuaded better, if you had authenticity, more passion, more enthusiasm about whatever it is you want in your life, that thing that you strive for, that next level that you want, whether it’s income, new business, better relationship, better friends, more happiness, more joy. If you had more, you were selling yourself and selling others on a regular basis, could you make more money? Could your business thrive more? Could you start that side income? The answer is yes.

...And that’s my message for today. Think about it all weekend. Do yourself, do me a favor and think about it. Share this message if you like it. Appreciate you guys. Thank you Libero. I love the meatball analogy. Yeah. Good spaghetti and meatballs, you can’t beat it. Gail, have a good weekend. See everybody. Appreciate it. Bye.

Live Breakdown TranscriptTranscript

Dean gives a two-fold CTA here, asking them to think about what he talked about over the weekend (hence why he did it on a Friday afternoon at the end of a long week) as well as asking them to share this post, which is something that he is tying in from the beginning so that it feels organic as a part of the community action.

Dean closes out with a few more shout outs to the viewers who stayed engaged, which encourages viewers who didn’t watch it live to try to watch it live next time for a shout-out as well as deepening the sense of belonging for community members. This is also where he brings in the after, or the promise of what his audience could achieve with his help. He reiterates the CTA, shares his appreciation, gives some personal addresses in response the the comments and says goodbye with gratitude, which allows for a really genuine feel to the ending.

59


Nurture Post ExamplesExamplesPain

+ Problem

Pain + P

roblem

Credibilit

y + Author

ityCred

ibility + A

uthority

60


Nurture Post ExamplesExamplesPat

h to S

uccessPat

h to S

uccess Solution

Solution

61

WORKSHOP

Momentum in MarketingMomentum in MarketingCONGRATULATIONS!

ON COMPLETING THE:

WELCOME TO THE Momentum in Marketing · Welcome to the Momentum in Marketing Workshop, let’s get...

Documents

Transcript of WELCOME TO THE Momentum in Marketing · Welcome to the Momentum in Marketing Workshop, let’s get...