Module 2 - Activate Your Message & Expand Your Influence
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1 Module 2 - Activate Your Message & Expand Your Influence By Cindy Schulson Welcome! In this Module, you will activate your message and expand your influence. This is where we really get to dig in and set your message into action! By completing Module 2 you will: 1. Master the importance of being both authentic and strategic in how you share your message 2. Learn the 2 key approaches to activating your message and building your list - Slow & Steady, and Fast & Furious 3. Discover the most powerful strategies for each approach and be empowered to choose one strategy for each approach so you can get into confident motion. 4. Get the training and support you need to create your giveaway, landing page and Signature Speech. Part 1. Your Giveaway p. 1 Cindy Schulson
2 Message in Action Mentoring Program - Module 1 Action Guide Your Giveaway is the hook you use to get your prospective client into your world. Having a great giveaway is so important for you to build your list and community. Your Giveaway should: Address a top burning challenge or desire for your ideal client Offer immediate value Share your message and your personal story Inspire your ideal clients to take action Choosing Your Topic To be really effective, you want to choose the right topic for your giveaway. Ask yourself the following questions: What is a top-of-mind challenge or desire for your ideal client? A need is not the same thing as a want. You may know they need it, but you have to meet your ideal client where they are at now. Think of questions your clients asked you at the beginning of their journey. What speed bumps did they face when they first started working with you? What were your ideal clients most interested in getting your help with when they first came to you? Cindy Schulson
3 What topic are you an expert in? You shouldn t have to do a lot of research to create your giveaway. It should flow out of you, as the expert you are! What do other experts offer as giveaways? Is there a missing piece of the puzzle or something for which you have a unique perspective? What do you want people to do after consuming your giveaway? Your giveaway should naturally lead them to this next step. Your Call to Action Be sure you have a clear call to action that you want people to take after consuming your Giveaway. Throughout your Giveaway, you should be positioning that call to action. So that, by the time they consume your Giveaway, they are hungry and eager for the next step. That call to action might be to: invest in one of your p. 3 Cindy Schulson
4 Message in Action Mentoring Program - Module 1 Action Guide programs, listen to a webinar, apply for a strategy session, complete an assessment, etc. What call to action will you have for your Giveaway? Naming Your Giveaway When choosing a name for your Giveaway, it s more important to be clear than cute. If you use a catchy name, include a subtitle for more clarity. Choose a name that focuses on the results and benefits. Be as specific as possible, e.g. include the # of steps or keys. Specificity adds credibility. You can create curiosity by talking about secrets, myths, mistakes, etc. Another powerful approach is to talk about how to avoid a pain in the title of your giveaway. Format for Your Giveaway There are many different formats you can use for your Giveaway, such as a written report, checklist, video training, audio training, worksheet, template, blueprint, e-course. Choose the format that s easiest for you to create. If you re a strong writer, then create a written report. If you are a great speaker, then create a video or audio training. You can always transcribe the audio or video recording and create an ebook or workbook. You can create a multiple format Giveaway, such as a success kit that includes a training video and an action guide. Cindy Schulson
5 Make sure you include your branding colors, logo and style in your Giveaway. Use a conversational tone and showcase your unique personality. Above all, remember that it doesn t have to be perfect. You can always improve your Giveaway as you move forward. The important thing is to get started and get it out there! Part 2. Your Landing Page Your Landing Page is a dedicated page with one clear call to action: get your Giveaway in exchange for a name and address. A Landing Page outperforms other web pages in terms of getting opt-ins, because there are no distractions. The great thing is you can start building your list even before you have your website ready. All that you need is a great Landing Page. In fact, even after you have a website, you should send new traffic (from articles, videos, guest blog posts, etc.) to a Landing Page vs. your website if you want to increase conversions. Creating a great Landing Page is much easier when you use the right tools and follow some easy but powerful strategies. The headline on your Landing Page is what grabs the visitor s attention. It p. 5 Cindy Schulson
6 Message in Action Mentoring Program - Module 1 Action Guide should be big and bold, and hook people in with a strong message. Focus your headline on the benefits people will get from your Giveaway. What headline will you use for your Landing Page? The text on your Landing Page should be brief and concise, with short paragraphs and bullets. Focus on the benefits people will gain from your Giveaway. What s in it for them if they opt-in for your wonderful gift? Write some bullets that focus on what people will learn and how it will benefit them. Even if you don t use these exact bullets on your Landing page, it will help focus your content: Make sure your call to action is big and above the fold. Make it relevant to the specific giveaway and avoid using words like submit or subscribe. For instance, you might say Get your free Relationship Success Kit. What will you put in the call to action button: Cindy Schulson
7 You can include a Privacy Policy at the bottom of your opt-in form, but avoid using statements like we won t spam you. Instead say something like We guarantee your 100% privacy. Your information will never be shared. What will you say for your Privacy Policy? Tools to Create Your Landing Page There are different tools you can use that make creating Landing Pages very easy. Some to look at are Optimize Press, Ubounce and LeadPages. LeadPages is the industry leader and what I personally use. It makes it so easy to create great, high converting Landing Page. If you want to learn more, this is my personal affiliate link: After People Opt-In You can use a double opt-in process which means that after someone opts in, they get an that includes a link they need to click to confirm that they want to opt-in. If you do use a double opt-in, create a simple confirmation page that lets them know what to expect. Send an automated that contains the confirmation link. We will talk about autoresponder systems more in Module 3. For now, here s a link to a bonus resource guide on Aweber. This is the p. 7 Cindy Schulson
8 Message in Action Mentoring Program - Module 1 Action Guide autoresponder system I used when I first got started and it s one I can highly recommend. After they click that link, two things will happen. 1) A new tab opens that takes them to your Thank You page. This is a page where they can access your Giveaway. 2) They will automatically get a follow-up to welcome them. Be sure to include the link to your Thank You page in that Part 3. List Building Strategies There are many strategies you can use to get your message into action and build your list. It s helpful to think of these strategies as falling into one of two camps: Slow & Steady and Fast & Furious. Slow & Steady techniques give you a continuous, steady flow of prospective clients joining your list. Fast & Furious strategies can give you a huge influx in a short period of time. You don t want to get overwhelmed and try to do too many things at once. So choose one Slow & Steady technique and one Fast & Furious technique. Get good at that and then add another strategy to your list-building arsenal. You ll see much better results when your efforts are clear and focused. Slow & Steady Some of the strategies that fall under the Slow & Steady category include: article marketing, video marketing, blogging, guest blogging, SEO, and social media. See the Bonus Action Guide for a deep dive on Social Media and the Bonus Interview about SEO. Article Marketing Cindy Schulson
9 For article marketing, you ll want to choose some sites with a good reputation and a good ranking. Here s a list of some good article marketing sites to get you started. When writing articles, be sure to use keywords in the article and a brief but strong Author Resource box. This is where you include your brief Marketing Message and include a call to action to get your Giveaway. The Giveaway should be relevant to the topic of the article. Here s an example of an Author Resource Box. Cindy Schulson is the Founder of AttractYourNiche.com. She helps coaches and consultants Focus, Share and Package their unique gifts so they can build a profitable business they love. Get a free copy of her Niche Success Kit at Now it s your turn. Write your Author Resource Box: Video Marketing Video is a great way to make a personal connection and allow people to experience you in a different way. You can do either on-camera videos or off-camera videos. Most marketing videos are short - under 3 minutes. Provide valuable content and don t forget about the call to action! Don t worry about getting it perfect. Be yourself and let your personality shine through. Here are some resources to get you started with offcamera video marketing: p. 9 Cindy Schulson
10 Message in Action Mentoring Program - Module 1 Action Guide Screencapture videos - Jing, Camtasia, Camstudio Animation/Photo montage - GoAnimate, Xtranormal, Animoto, Stupeflix, OneTrueMedia, VideoMakerFX Powerpoint - Keynote (Mac), Camtasia Hosting - YouTube, AmazonS3, Screencast Blogging Blogging is a great way to drive traffic to your site and build community online. Keep blog posts brief ( words) and conversational. You can leverage existing content and review questions raised by clients, in forums and on surveys. Write 5 blog post topics you will write about: Use plugins to make it easy for people to share your blog posts (e.g. AddThis, ShareThis, Shareaholic), and to reward people for leaving comments on your blog (e.g. ReplyMe, CommentLuv). Guest Blogging Cindy Schulson
11 Writing guest blog posts for blogs that reach the same audience as you is a great way to activate your message and grow your list. Build a relationship with the blog owner and offer fresh, valuable content. Identify 5 blogs you will target for guest blog posts: Fast & Furious Some of the fast & furious ways to activate your message include: speaking, webinars, joint ventures, telesummits and giveaway events. The last two items are big projects and can be quite time consuming. If you re going to organize a Telesummit or Giveaway Event, be sure you have good VA support and a unique topic/angle. Also, make sure you give yourself plenty of time to get things set up and assemble your group of experts who will contribute their time and gifts. Review the Bonus Action Guides for Speaking, Webinars, and Joint Ventures. p. 11 Cindy Schulson
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