Course curriculum

  • 1

    Welcome!

    • Welcome To The Program

    • How The Program Works

    • Download the Welcome Playbook (Download: Top Right of Page)

    • Thinking Time

    • T.I.C.K. Process

    • Your Open Every Day Team (Slack Group)

    • Group Call Schedule

    • Library & Resources

  • 2

    The Open Every Day System

    • WATCH ME FIRST

    • The Open Every Day System

    • Discover Your Conversion Timeline

    • Select Your Target Market

    • Draft Your Plain English Promise

    • Select Your First Project

  • 3

    Offer Engineering - The Process

    • Understanding "The Offer"

    • Offer Engineering - Introduction Playbook (Download Top Right)

    • Why Most People Fail With Their Offers

    • The Offer Engineering Process

    • The Jobs-to-be-done (JTBD) Theory

    • Clayton Christensen - Understanding the Job

    • Understanding The Job pt. 2

    • Components of a Job-to-be-done (Milkshake Breakdown)

    • The Target Market Selector - Walkthrough

    • Target Market Selector Download (Top Right)

    • Library & Resources

  • 4

    Offer Engineering - Research

    • Overview of Customer and Offer Research

    • Offer Research Playbook

    • Review of The Target Market Selector

    • Breakdown of The Research Process

    • The Customer Jobs Interview

    • The Customer Survey

    • The Customer's Primary Job

    • Understanding Jobs, Pains and Gains

    • The Jobs, Pains, and Gains Worksheets

    • Library & Resources

  • 5

    Offer Engineering - Development

    • Overview of Offer Development

    • Offer Development Playbook (Download Top Right)

    • Breaking Down The Components of "An Offer"

    • How to Get Your Offer Chosen with JTBD

    • Determining Your Core Functional Job-to-be-done

    • The Transformation

    • "A Day In The Life" - Transformation Exercise

    • Choosing Your "After Picture"

    • Developing Your Offer

    • Library & Resources

  • 6

    Offer Engineering - Validation

    • The Goal of Offer Validation

    • Playbook: Offer Validation (Download: Top Right)

    • Designing Your Email Invitation Campaign (w/ Conversational Conversion)

    • Assembling your Minimum Viable Offer (MVO)

    • Drafting the "Offer Email" Copy for your MVO

    • Drafting your "Invite Email" Copy

    • Sending your "Invite Email"

    • The Psychology of Handling Prospect Conversations

    • Responding To Your Invitation Conversations

    • Answering Questions and Objections

    • Evaluating Your Offer & Next Steps

    • Library & Resources

  • 7

    Offer Engineering - Packaging

    • Offer Packaging Overview

    • Offer Packaging Playbook (Download: Top Right)

    • What it means to "Package" your Offer

    • The Marketing Stories Your Prospect Needs To Hear

    • The "New Hope" Story

    • New Hope Story - Examples

    • Your Origin Story

    • Your Guarantee

    • Library & Resources

  • 8

    The Conversion System - Setup

    • The Throughput Problem

    • Playbook: Conversion System - Setup (Download Top-Right)

    • What Doesn't Lead To Conversion

    • 4 Key Conversion Mindsets

    • The Importance of Campaigns

    • The Conversion System

    • Your Marketing DNA

    • Your Packaging Presentation

    • Library & Resources

  • 9

    The Conversion System "Express"

    • The Game Plan

    • The Greet Phase - Express

    • The Imprint Phase - Express

    • The Nurture Phase - Express

    • The Enrollment Phase - Express

    • "Express" Enrollment Campaign Planner (Download: Top Right)

    • Walkthrough: "Express" Enrollment Campaign Planner

  • 10

    Conversion System - Greet

    • The Objective of the Greet Phase

    • The Greet Phase - Playbook (Download Top Right)

    • Your Customer's "Next Steps"

    • The Welcome Page

    • The Welcome Email

    • The Conversation Starter

    • The Invisible List Problem

    • Starting Your Conversations

    • Organizing Your Conversations

    • Selling With Conversations

    • Mapping Your Conversational Flow

    • Common Conversational Mistakes

    • Library & Resources

  • 11

    Conversion System - Imprint

    • Imprinting On Your Customers

    • Imprint Phase - Playbook (Download: Top right)

    • The Objective of the Imprint Phase

    • How The Imprinting Campaign Works

    • Your Key Positioning Messages

    • The Common Enemy

    • Examples of Common Enemies

    • Library & Resources

  • 12

    Conversion System - Nurture

    • Your Secret Weapon

    • The Nurture Phase - Playbook (Download: Top Right)

    • Objective of the Nurture Phase

    • Trust Triggers

    • Inside Your Customer's Skeptical Mind

    • The Mindset of Relationship Nurturing

    • Entertain, Educate & Motivate pt 1

    • Entertain, Educate & Motivate pt 2

    • Writing Emails That Build Trust & Belief

    • "WTF Do I Talk About??!?"

    • Weekly Communication Frequency

    • Library & Resources

  • 13

    Conversion System - Enroll

    • Let's Enroll Some Students!

    • The Enroll Phase - Playbook (Download: Top Right)

    • Objective of the Enroll Phase

    • The Enrollment Event™

    • Your Marketing Capacity

    • Enrollment Campaign Structure

    • The Conversational Enrollment™

    • The Direct to Sales Page Enrollment™

    • The Hybrid Enrollment™

    • Library & Resources

  • 14

    The Traffic System - Setup

    • The Real Value of Traffic

    • Traffic System - Setup Playbook (Download: Top Right)

    • Key Principles of Traffic

    • Right Message, Right Place, Right Time

    • The Ad Platforms pt.1 - Audiences & Creative

    • The Ad Platforms pt. 2 - Training Your Robot

    • The Ad Platforms pt. 3 - Ad Platform Campaigns

    • The Ad Platforms pt. 4 - Conversion Tracking

    • Common Tracking Problems To Avoid

    • What To Track In Your Business

    • Library & Resources

  • 15

    Traffic System - Custom Audiences

    • Your Custom Audiences (Retargeting/Remarketing)

    • Custom Audiences to Build (Download: Top Right)

    • Walkthrough: Custom Audience Assembly Station

    • Walkthrough: Creating Custom Audience (Facebook Ad Platform)

    • Walkthrough: Creating Custom Audiences (Google Ad Platform)

    • Library & Resources

  • 16

    Traffic System - The Audience Bridge

    • The Audience Bridge

    • The Audience Bridge Playbook (Download: Top Right)

    • What Goes Into A Great Book Title

    • Exercise: Brainstorming Your Title

    • Subtitle & Cover Design

    • Landing Pages That Convert

    • Key Principles of Landing Page Design

    • Library & Resources

  • 17

    Traffic System - Warm Traffic Campaigns

    • Creating Your Warm Traffic Campaigns

    • Warm Traffic Campaigns - Playbook (Download: Top Right)

    • Ad Platform Compliance

    • The Lead Magnet Reminder Campaign

    • Setup Walkthrough: The Lead Magnet Reminder

    • The Imprint Retargeting Campaign

    • Setup Walkthrough: The Imprint Retargeting Campaign

    • The 10lbs of Proof Campaign

    • Setup Walkthrough: The 10lbs of Proof Campaign

    • The Sales Page Reminder Campaign

    • Setup Walkthrough: The Sales Page Reminder Campaign

    • Library & Resources