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Step One: Why

Knowing your "Why" is always the first step in crafting a solid content marketing strategy.

In this session, Brian talks about:

  • How to avoid getting stuck on tactics that don't serve your real goals
  • The most powerful way to create a "winning difference" for your product or service
  • 3 questions that will drive you to a compelling Why for your audience

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Step Two: Who

"Who is really the center of everything." - Brian Clark

No business can survive without a deep understanding of who they serve. And it's even more important for a modern digital business, with all of the personalization and targeted marketing that modern technology allows us.

In this lesson, Brian Clark will cover:

  • Personifying the prospect
  • The audience archetype
  • Identifying and documenting your core values
  • Why you are not your audience (and why that's important)
  • Using empathy mapping to create a richer view of your "Who"
  • Crafting your archetype

Remember: This is a process-driven course, so the homework is a vital component! Be sure to download and complete the worksheet and empathy map from the links provided, so you can get the full benefit of the lesson.

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The Power of a Documented Strategy

Brian Clark

In this session, Brian talks about three key overall elements of an effective content strategy. He also touches on the five-step process you’ll use to build your content strategy, no matter what kind of business or topic you’re in.

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Introductory for Crafting Strategic Content for Digital Products and Services

Brian Clark

In this session, Brian kicks off with an introductory session on mindset and how to think about your content strategy.

He talks about:

  • Why relying on data alone won’t lead you to an effective content strategy
  • The surprising marketing lesson from “Groundhog Day”
  • Why content isn’t “king” at all (and what is)

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Q&A Replay for May 11th, 2018

Sonia Simone and Chris Garrett

In this Q&A, Sonia Simone and Chris Garrett answered your individual business questions. Listen to the replay using the player above, or download the MP3 using the link provided.

Visit the forum thread for this session.

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Persuasion 101: Pricing Strategies

Sonia Simone and Chris Garrett

In this session, Sonia and Chris dive into pricing strategies. They talk about:

  • Why it’s smart to have a “diamond ring” somewhere on your website
  • How to package goods and services for better sales
  • Simple math that makes it easier for your prospect to buy
  • How branding, positioning, and differentiation can help you raise your prices
  • How to handle a prospect who says it’s too expensive

Visit the forum thread for this session.

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Persuasive Copywriting 101: Offers and Pricing

Sonia Simone and Chris Garrett

In this session, Sonia and Chris talk about:

  • The most important problem to solve when we’re selling a product or service
  • What we mean when we talk about a copywriting “offer”
  • Setting a price that your audience is happy to pay, and that you’re happy to sell
  • Why cheap can be worse than free
  • 3 techniques for successfully raising your prices
  • What to say when your prospect says you’re too expensive

Visit the forum thread for this session.

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Persuasive Copywriting 101: Copywriting Formulas (Part 2)

Sonia Simone and Chris Garrett

In this session, Chris and Sonia continued their conversation about copywriting formulas. They talked about:

  • 3 additional “letters” you can add to any sales formula
  • The best-known copywriting formula, and how to use it with 21st-century audiences
  • Ways to capture audience attention
  • The emotional drivers that lead people to buy
  • Creating a “content pachinko machine”
  • Implementing more advanced formulas

Visit the forum thread for this session.

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Persuasion 101: How to Use Copywriting Formulas

Sonia Simone and Chris Garrett

There are dozens (maybe hundreds) of copywriting formulas out there. They all have the same goal: to help you write copy that will persuade someone to do something.

In this session, Sonia and Chris cover three useful formulas you can use for your persuasive writing. They talk about:

  • How to use a formula without getting too rigid
  • The simplest persuasion formula
  • Why it’s okay to be “negative” in a persuasion piece
  • The classic copywriting formula and how to use it in content marketing

Visit the forum thread for this session.

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Persuasion and Copywriting Fundamentals

Sonia Simone and Chris Garrett

The whole point of content marketing is to inspire our audiences to do something. To make a purchase, sign up for our email list, join a movement, adopt a new lifestyle habit, make a charity contribution ...

And yet, this is the point where things can get awkward for a lot of otherwise solid content marketers.

In this session, Sonia and Chris will help you understand how to make the sale without feeling like a creep. They talk about:

  • Why selling can feel so uncomfortable
  • The “traditional” sales advice you can safely ignore
  • Before you ask: paving the way to the first sale
  • Two “magic” copywriting words that make conversion easier
  • A 2-minute fix that will help you make more sales

Visit the forum thread for this session.

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