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08/10/2015
1
Teaching Business Blueprint
Week Two
Lead Generation
Flagship
University
Membership
Marketplace
Joint Venture
Virtual Conference
Mastermind
Workshop
Model 1: Lead Generation
Freelance
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2
Build a MOOC (Massive Open Online Course)
60,000 Students!
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Benefits of Lead Generation Model
Establish credibility & authority in
your market
Build your email list – Your #1
Asset
Quick way to test the market
Establish the perfect entry point to
your funnel
MOOC
Coaching Programs Services Products
Email list
Lead Generation Funnels
PURPOSE #2:
Give Value
PURPOSE #3: Position
the purchase in your
funnel
PURPOSE #1:
Build List
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Lead Generation
Flagship ($$$)
University ($$$$)
Membership ($$$)
Joint Venture ($$$$$)
Virtual Conference ($$$)
Workshop ($$)
Freelance ($$$$)
Case Example: VAClassroom.com
3% 7%
30%
30%
30%
Ideal Clients
Actively Shopping
Open to You
Aware for future
Unconscious
No
Callan Rush, Wealth through Workshops
Education Marketing …the
best kind of
Lead Generation that delivers
value and positions the
purchase!
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“When you give someone an education –
when you teach something that solves a
real-world problem in someone’s life you
instantly build an immense amount of
trust with that person… Education-Based
Marketing allows you to become, in eyes
of your potential clients, what I call a
trusted advisor!”
Callan Rush “Wealth Through
Workshops”
SIM FORMULA
Implement
Market
Strategize
10 Step Lead Generation Funnel
Define Your Niche
Identify Specific Problem to
Solve
Position Your Funnel
Identify Ideal Course Type
Design Free Course
Set-Up Platform Create Targeted Squeeze Page
Create Email Series
Promote in Free / Low Cost Channels
Test Your Market
STRATEGY
IMPLEMENT
MARKETING
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Step 1
Define Your Niche
Define Your Niche Are you 100% clear on your
specific niche?
Criteria for Selecting Your Ideal Niche
Expertise
Market Demand
Passion / Interests
1. What are you
passionate about?
2. What are your skills
& unique abilities?
3. Is there a market for
your courses & programs?
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EducationU
Expertise
Market Demand
Passion / Interests
Love for Teaching
& Education
Skills in teaching,
facilitation, e-learning
Massive Growth in
Online Education Market
Assess Market Viability
1. Are people searching for solutions in your market?
2. Are there other competitors in the marketplace?
3. Are there books, magazines and podcasts on your topic?
4. Are there Social Media conversations in your market?
5. Have you tested the market?
Action Task #1
Complete the 5 question Market
Assessment
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Step 2
Identify Specific Problem
to Solve For Your Target
Audience
Put yourself in your
client’s shoes...
“What are the most
pressing problems or
challenges they face?”
Quick Exercise
Problem
Pressing Problem
Solution
Quick Solution
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Action Task #2
Problem
How to Launch an Online Course from scratch
Solution
“12 Steps to Launch Online Course in 30 Days”
Step 3
Position Your Funnel
(Model Stack)
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MOOC
Coaching Programs Services Products
Email list
Lead Generation Funnels
Position the purchase
in your funnel!
Action Task #3
What specific program, product or
service are you positioning for
purchase through your Lead
Generation Model?
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Step 4
Identify Ideal Course Type
Three Types of Popular Free Courses
Event-Based Courses
• Live Masterclass / Webinar
• Encore replay of Class
• Great interaction
Evergreen Courses
• Series of lessons dripped out in a email sequence
• Gives a “real-time” feel
• Great Automation
On-Demand Courses
• Just-in-time
• Independent study courses
• Great value
Event-Based Courses
Make note of the Offer Stack!
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Evergreen Courses
On-Demand Courses
The Fine Art of Re-Purposing Courses
Event-Based Course
Evergreen Course
On-Demand Course
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The Fine Art of Re-Purposing Courses
10 Teaching Models Master
Class
10 Profitable Teaching Models
in 10 Days
Action Task #4
Which of the three types would best fit your
audience? Why?
Event-Based
Evergreen
On-Demand
Step 5
Design Your Free Course
Quick Course Design Steps
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Case Example:
Performance Management
Conversations
Quick Course Design Steps Define the problem(s) to
solve
Map your solutions (major themes)
Consult Subject Matter Expertise
Identify Course Learning Outcomes
Outline Lesson plans (learning modules)
Finalize a Compelling Course Title
Finalize use of medium (videos, audio, hand-outs)
Design visually engaging slide content
Finalize course delivery technology (Live, Screencast)
Mix in effective action exercises
and supplementary worksheets
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Performance Management Course Plan
Primary Problem: Supervisor’s performance management conversations
has resulted in increased workplace conflict, higher turn-over and more
incidences of reported bullying by the Supervisor!
Possible Solutions: Active Listening, Empathy, Leading with Positive,
Respectful Communication, Clear Expectations,
Subject Matter Expertise: Performance Management blogs, experts,
Ted Talks
Key Learning Outcomes: Improved PM conversations results in less
conflict, turnover and report bullying episodes
Performance Management Course Plan
Compelling Course Title: 5 Steps to Delivering Worry-Free, Win-Win
Performance Management Conversations to Your Staff!
Lesson Outline:
Lesson 1: Active Listening
Lesson 2: Empathic Understanding
Lesson 3: Leading with the Positive
Lesson 4: Respectful Communication
Lesson 5: Clear Expectations
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Action Task #5
Using the Course Design template, take a
few minutes to build your course plan.
Step 6
Set-up Platform for Free
Course
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Free Course Platform Options
Video Host
Password-Protected
WordPress Blog
3rd Party Page Builder Tools
WordPress Membership /
Learning Platforms
Social Media Group
Action Task #6
Which course platform option will you
consider to develop your course quickly and
cost-effectively?
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Step 7
Create Targeted Squeeze
Page
Compelling headline
Relevant Images (course)
Benefit-oriented Bullets
Call to Action Copy
Integration with Email Autoresponder Program
Confirmation Page with CLEAR instructions and Social media share
buttons
Video - more ideal on confirmation page
Squeeze Page Checklist
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Action Task #7
Using the checklist provided, map out the
key elements you would like to including
your squeeze page
Step 8
Create Targeted Email
Series
Select Email Program
Email Programs
Aweber
Mailchimp
Constant Contact
All-in-One Platforms
1ShoppingCart
Infusionsoft
Ontraport
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Remember this timeless truth
People buy from people (or companies)
they KNOW-LIKE-TRUST!
Course will position you as a
“trusted advisor”…
Email autoresponder sequence will
further establish the “Know” and
“Like’ factor.
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David Siteman Garland
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Quick Tips for Email Sequence
• Share your expertise
• Share your stories
• Share your mistakes
• Share your wins
• Share your life (if it is relevant)
• Share YOU
Action Task #8
Take some time and map out the content for
your first THREE emails in your sequence.
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Step 9
Promote in Free / Low
Cost Channels
Channels
Social Groups
Social Networks
Podcast
Blog FB Ads
Video Broadcast
Slideshare (HaikuDeck)
Low Cost / No Cost Channels
Action Task #9
Pick your TOP THREE content channels to
develop starting now!
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Step 10
Test & Evaluate the Market
Market Research
Content Marketing
Facebook Ads
Three Prong Approach to Testing a New Market
Facebook Ads
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Action Task #10
Take $10-$50 and set-up a small FB Ads
campaign to test your new MOOC (Freebie
Course)!
10 Step Lead Generation Funnel
Define Your Niche
Identify Specific Problem to
Solve
Position Your Funnel
Identify Ideal Course Type
Design Free Course
Set-Up Platform Create Targeted Squeeze Page
Create Email Series
Promote in Free / Low Cost Channels
Test Your Market
STRATEGY
IMPLEMENT
MARKETING
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Tutorial / Resources
• Platform Tutorial
• Squeeze Page Tutorial
• 10 Step Checklist
• Squeeze Page Checklist
• Lead Generation Tools
QUESTIONS?
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