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

08/10/2015

2

Build a MOOC (Massive Open Online Course)

60,000 Students!

08/10/2015

3

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

08/10/2015

4

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!

08/10/2015

5

“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

08/10/2015

6

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?

08/10/2015

7

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

08/10/2015

8

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

08/10/2015

9

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)

08/10/2015

10

08/10/2015

11

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?

08/10/2015

12

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!

08/10/2015

13

Evergreen Courses

On-Demand Courses

The Fine Art of Re-Purposing Courses

Event-Based Course

Evergreen Course

On-Demand Course

08/10/2015

14

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

08/10/2015

15

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

08/10/2015

16

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

08/10/2015

17

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

08/10/2015

18

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?

08/10/2015

19

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

08/10/2015

20

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

08/10/2015

21

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.

08/10/2015

22

David Siteman Garland

08/10/2015

23

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.

08/10/2015

24

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!

08/10/2015

25

Step 10

Test & Evaluate the Market

Market Research

Content Marketing

Facebook Ads

Three Prong Approach to Testing a New Market

Facebook Ads

08/10/2015

26

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

08/10/2015

27

Tutorial / Resources

• Platform Tutorial

• Squeeze Page Tutorial

• 10 Step Checklist

• Squeeze Page Checklist

• Lead Generation Tools

QUESTIONS?