Log In or Find Out More

You're not logged in!

You'll need to log in to get access to all of the premium content on this site.

Step Five: How

Brian Clark

Today, Brian talks about the specifics of how you communicate with your prospects.

In this lesson, Brian covers:

  • Why your Who is so important when you're thinking about How to communicate with them
  • What a controversial political figure demonstrates about connecting with a specific audience
  • Choosing references, stories, and analogies that speak to your specific Who
  • Using keyword research to understand the terminology that best resonates with your audience
  • Weaving your research and insights together into a story

Read more...

Step Three and Four: What and When

Brian Clark

Today's lesson weaves two steps together: What and When.

That's because they're inherently intertwined -- but Brian unpacks each of them separately so you have a really clear understanding.

Today, Brian talks about:

  • The timeless story structure that helps you create powerful content
  • The crucial single point to remember, no matter what kind of content story you're telling
  • Understanding the cornerstone of your "What"
  • How to use the work you've done with "Who" to map out your customer's experience path
  • Why "the most effective form of motivation is progress" (and what to do with that)
  • The elements of influential content (and why at least half of them are already baked in for you)

Read more...

Q&A Replay for June 1st, 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.

Read more...

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.

Read more...

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

Read more...

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.

Read more...

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)

Read more...

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.

Read more...

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.

Read more...

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.

Read more...