MASTERCLASS TRAINING 3
How to Market Your Message
Facilitator Masterclass Training 3
"A man that has vision is not able to use that vision until he performs it on Earth for people to see." — Black Elk
How To Market Your Message
Description: In this masterclass, kickstart your group program by learning how to use your existing network to find the people who already want to work with you – without being pushy or annoying. You’ll get word-for-word templates for how to invite powerful community leaders to your group and how to use social media and email broadcasting to effectively position yourself as a thought-leader.
Masterclass Summary
Click the audio below to listen to the masterclass or download it to your device from the DOWNLOADS section below so you can listen on the go. Each training contains Implementation Exercises and Reflection Questions to help you put this material into practice. You’ll find the Transcript, Exercises, and Worksheets below.
In order to package your facilitation you’ll need to begin by doing these 4 things:
HOW BUYERS DECIDE:
In your marketing, you are speaking to people before they are transformed. Once they are transformed their outlook on life changes including what they want.
Ultimately, people will buy transformation from you if they love how they feel in your presence. So you want to create enticing, low risk ways for people to feel what it’s like to be in your presence as you talk about RECODE or your expanded views of the world.
MARKETING PROCESS:
In the initial stages of learning how to market your message we are going to walk you through the process of inviting people to a live event or webinar. This process has 14 elements broken down into 9 steps:
STEP 1: An RSVP Page (Your own or Eventbrite)
STEP 2: 2 Invitation Emails (minimum)
STEP 3: 2 Social Media Posts (minimum)
STEP 4: 3 Confirmation Emails
STEP 5: 1 Last Minute Social Media Post
STEP 6: Free Live Webinar or Live Event
STEP 7: Direct to Action Email & Direct to Action Posts
STEP 8: 2 Brag Posts
STEP 9: Teeing Up The Next Event
Marketing Process: 14 Elements
STEP 1: RSVP PAGE
Building your own is best so that it reflects your branding but if not use Eventbrite which can handle things like payments and confirmation emails. Do not use Facebook as it will not allow you to capture emails for followup and is unreliable in telling you who will actually be showing up.
STEP 2: INVITE EMAIL
Make sure the email#1 contains:
A subject line that builds curiosity
An irresistible title for your event that is benefit driven
It presents a unique, tangible, opportunity
Contains only 1 call-to-action but many links to that call to actionMake sure the email#2 contains:
A subject line that indicates benefit
A story of someone getting the benefit
A cliff hanger or counter-intuitive teaching point
Urgency/Scarcity – some reason to show up live at the event or webinarAdditional Invite Emails:
3 – 5 invitation emails is not too many
2 is the absolute minimum
If you don’t get the attendance you were hoping for trying sending out an additional email
STEP 3: 2 Social Media Invite Posts
Make sure to mirror your emails on Facebook, LinkedIn or any social networks where you interact with your potential audience.
Also make sure to put a link to your RSVP page in every single post for a week or so leading up to your event.
Use the subject line or cliff hanger as the content of the posts
STEP 4: 3 Confirmation Emails
People are busy. Remind anyone who RSVP’d what they signed up for and why. Send these three confirmation emails:
Email 1: Send immediately with the details and logistics they need to attend
Email 2: Send day before (event) or morning of (webinar)
Email 3: Send 15 minutes before the webinar begins or in the morning an hour before the eventAlso make sure to put a link to your RSVP page in every single post for a week or so leading up to your event.
STEP 5: Last Minute Social Media Posts
Sometimes immediate call to actions do better than invitations that require planning on the customer’s part.
STEP 6: Live Event or Webinar
5 Quick Tips
1. Teach the mindset that someone needs to have in order to want what you are selling.
2. Create a logical step-by-step process that starts with where the customers are, leads to buying your product as an intermediate step, and finally ends up with the results the customer already wants.
3. Give away your best stuff first.
4. Create a smooth transition from teaching to selling
5. Ask your customers to jump through the smallest hoops you canTeaching Format (from Alex Mandossian)
HEAD: What (Topic)
HEART: Why (Why is this important or relevant to them)
HANDS: How (How do I put this into practice)
HUMANITY: What If (What will happen in the future if we are successful)
STEP 7: Direct To Action Posts
Send a followup email and post on social media after the live event or webinar that allows people to skip ahead and go directly to the next ‘hoop’ or action in your funnel (sales page, phone call, signup page) regardless of whether they came to your event or webinar.
Make sure you have people jump through several small hoops to reduce risk and create trust rather than have them jump through 1 big hoop right away.
STEP 8: 2 Brag Posts
Post at least twice on Social Media how well the event went.
Use exact quotes of praise you got from participants
Specific results that people achieved by implementing what they learned
Statistics about attendance or even conversion rates (if they are impressive to you)
STEP 9: Tee Up Your Next Event
Don’t forget to tee up the next event you are doing so that people can get excited about continuing to participate in what you offer. Make sure you are consistently interacting with your potential audience.
Implementation Exercises
The key to getting value from any endeavor resides in your willingness to integrate what you are learning and implement it in your life. All new thought and new ideas are useless unless we act upon them. The same is true in this course.If your goal is to be the kind of person that catalyzes change for others it will require you to step just outside of what’s known and what’s comfortable to act as you breathe and accept the challenges that lie before you.“You can’t cross a sea by merely staring into the water.” — Rabindranath TagoreAs you begin to create your content for a group facilitated experience, you’ll need to begin with determining which clear story you plan on presenting and then adding engaging and transformational elements to that clear story. Complete the exercises below to create your content for a group facilitation. If you are using RECODE content to become a RECODE FACILITATOR then much of this work is done for you and it’s a matter of learning and practicing it. You’ll find that information in the RECODE WORKBOOK.Please note as a professional if you end up using our RECODE content in your non RECODE events please attribute us and this program. Do not replicate our material without attribution.Create 7 calendar appointments over the next 2 weeks that are 30 minutes long and finalize 2 out of the 14 elements in each session so that you are ready to launch your event in the next 14 days.1. STEP 1 – Create Your RSVP Page: Choose either your own page or Eventbrite and put together an RVSP page that captures the name and emails of those coming to your free event or live webinar.2. STEP 2: Write 2 Invitation Emails:Write the invitation emails to your list including the link to the RSVP page above.
3. STEP 3: Write 2 Social Media posts: Mirror those emails with social media posts that use the subject lines, cliff hangers and RSVP links to invite people to your webinar or event.
4. STEP 4: Write 3 Confirmation Emails: Write the 3 emails people will receive when they RSVP which includes the logistics for how to participate in the event, what the event is and why they should make sure to attend.
5. STEP 5: Last Minute Social Media Posts: Write 1-2 last minute social media posts inviting people to the event.
6. STEP 6: Create your Outline for your Event/Webinar: Either using the RECODE Content (Short Course Webinar or other Recode Materials) or your own content and create your outline for your webinar using what you learned in Training #2 How to Create Transformational Content and the tips and format given above.
7. STEP 7: Direct to Action Emails: Create the followup emails after the event with the direct call to action people can take to take the next step towards working with you (sales page, signup, phone calls, etc.).
8. STEP 8: Write 2 Brag Posts: Send out at least 2 brag posts which includes praise or stats from your recent event to let everyone know how well it went.
9. STEP 9: Tee Up Your Next Event:Write down the title and date of your next event and put that into your calendar.
Self Reflections
Reflections exercises are one or more questions that we’d like you to be in deep consideration of for the entire week. These are meant to be shared with your family, friends, and community so that they can offer you a more complete 360 view of yourself, your identity, and your reality.
Everyone has blind spots. These are areas where we are less developed that are outside our view. Getting reflections will point out things that you might not ever know yourself.
In addition, the more you consider these reflection questions the more likely you’ll be able to break through your current level of thinking and use the exercises to leap frog into a new level of consciousness.
Here is this weeks self reflection question.
1) When you think about putting together the 14 elements of this marketing process what negative thought patterns or resistance comes for you (if any)?
2) Which thought pattern do these thoughts fall into the I Suck! (Self) You Suck! (Others) or Life Sucks! (Outcome) category? Go back to the recode module and run the change pattern that applies to these thoughts to help you to overcome them. Journal some of your experience as something you can share with people who you are teaching this content to.