Let's go through the structure of the course so you can get a big picture overview of what you're about to go through.
So where you are at the moment is around in the introduction section, and once we go through a few basic ones, I'll go through a few basic videos to explain the context of what we're doing and why we're doing it, we're going to jump into some of the strategies.
Now, the strategies are some of the concepts and the understandings that allow us to build the funnels. And actually, even bigger than that, we're going to cover things like goal setting. I'm even going to cover stuff around mindset to get you started because you know what it's like. If you don't have a goal, you just end up drifting, so we don't want you drifting. We want you very focused about what you want to achieve and I've got a great little exercise to take you through that.
In terms of mindset, you have to understand how your own brain works to get the best out of it. And as well as doing marketing coach ... Actually, before I was a marketing coach, I was actually a mental skills coach, and I taught sports psychology to professional sports teams, because I was a professional sports person myself, so I was very big into the mindset.
So I'm going to take you through one simple exercise that I want you to do every day for the rest of your life, and it'll take you three or four minutes a day, but it's an exercise used by the world's greatest golfer in history. And I think if you just copy his structure, you'll be able to apply that to what we're doing here, but also everything else in your life. So, really we use [inaudible 00:01:31] around that.
Then we're going to get into the marketing stuff, and it's really important. This niche thing, this submarket or niche, is really, really important. So I'm going to go on to that and break that down for you so you'll understand what a niche is, and not only that, the importance of a niche; massive, massively important. You can't actually do marketing effectively unless you do do it niche by niche. So actually, don't make the mistake of thinking that you have to be a niche-type architect, "I can only be of this or I can only be of that because I like doing a bit of everything, it's going to disappoint me." That's not what that's about; it's about having a marketing funnel for each of the niche's that you want to target.
So it's no problem doing residential and commercial as long as you've got a residential marketing system and a commercial marketing system. And even if you just did commercial, there might be three different types of commercial niches within that, that you want to target. Well you're going to need three different types of dedicated messages and funnels for each of those, so niche is really important.
Once we understand your niche, your positioning. So I'm going to take you through, it's a very simple exercise around positioning, but sometimes it can be really tough because it actually relies on you coming up with a statement about how you want to be seen to these people, how you want to be seen to them. And some people find it really hard, even though it's one sentence, the job of this is one sentence, but it can be quite difficult.
And then finally, and there might be more than this, but this is the main ones here, is the monkey's fist. I'm going to explain, a high level, the concept of the monkey's fist, because you need to know that. This is how we're going to generate leads and inquiries, and then some of those leads and inquiries are going to turn into meetings.
Now, this will be the theory of the monkey's fist, but when we get to here, because we've been doing it for a while, we're actually going to give you a couple of monkey's fists. We're going to give you a thing call, the project planning pack and the dream team. It's handy to know the theory behind it, and that would be great if you want to create more funnels and more monkey's fists over and above what we give you, but in all honesty, you could probably do very nicely for the next 10 years just using the project planning pack and the dream team. By all means, create more fishing rods, create more monkey's fists and have more things bringing you leads if you want, but you probably don't need to.
So that then brings us to the funnels. What are the funnels? Well the funnels are the automated systems you're going to build based on the knowledge we have here. In effect, we're going to put them together for you. As long as you can fill out a form, as long as you can fill out the words on a page, then you then click submit, it comes through to us and we will put the funnels together for you. So it's more a case of customization of these funnels than actually making them. Like I said, all the theory, it's handy to know, but you almost don't even need to know it because we're going to do it for you.
So the first funnel is called, ask the expert. And this is a funnel where people book an appointment with you. And we do this one first because all the other funnels actually lead to this one. If they request your project planning pack, what will actually happen is, they pick that up and then they will be invited to book a session with you. And these are both monkey's fists. So that one there, and that there, that's also a monkey's fist, and if they like the dream team, monkey's fist, they'll also be asked to book an appointment with you. All automated when they're going through the ordering process to get that monkey's fist and to get that one as well.
And then finally, there's the LCC. And the LCC, if you want to get fast results or quick money or your desperate or something like that, this seems to be the thing that gets people money the fastest, because what it does, is it gets you paid for the pre-designed advice that you used to give away for free. So I wouldn't even blame you if you jumped straight to that one if you're able to, but it may be that the market was opened up sequentially so you may not be able to. But I mean, a lot of people ... I know one guy in England, Paul, wrote about 40,000 pounds just by doing this, just by doing that one thing here. 40,000 pounds in months, in several months just by getting paid for pre-designed advice.
Now, we're not an agency. Although we are setting these things up for you, pretty generously, so here's a big asterisk. You need to do it right first time because we don't really set up to adapt and change and adapt and adapt, so if you need to make multiple changes to this, I mean, we can do a small amount, but if it gets more than that, it would be best if you went and got your own copy of a thing called, Collect Funnels. So that's the software we use to build these funnels on, and you could make an unlimited number of these with an unlimited number of changes.
So we've got the strategies, some of the core strategies, we've got the funnels. I mean, this is the point of the whole program is to build these things and then promote them. So the promotion of that and that and that and that is what this is all about. Now, this is about 10 or 12 and we'll be adding more later, but there's things like, what do you do on your website? How do you do press releases?
So all these things we'll be promoting these things here. You might do press releases to promote the project planning pack, your email signature. You might put a link on your email signature that directs people to one of these pages here. Generous George, you'll find out about that. Circle of love, you'll find out about that. And dirty 30, probably one of my favorite lead generation strategies because it's a referral strategy. You need to be doing the dirty 30 and the circle of love. You don't need to do all of them, but circle of love, certainly, dirty 30, certainly, and then you might either do all of them or pick your favorites. So all these things, all these promotions, they're actually promoting these things here. You've got to have these things set up first.
So once you've got your funnels set up and you're selling to run your promotions and you're starting to let people know that these things are available to help them out, remember, these are helpful tools: the dream team, the project planning pack, the LCC, question and answer session with you, they're just tools to help people out. And actually, what I will say is, it's all around educating people and helping people; that's all this is. It's about helping people who need advice, information, understanding. Boom. We're not actually promoting your company. We're promoting the fact that we can help people out. Big difference.
So what happens when we have all this stuff up in place, when we run our promotions and we basically test to see what happens. So we test to see what happens and then we might adapt things. So we might adapt our promotions, you may adapt what you've got in our funnels depending on your niche. So you're constantly setting up your funnels, you're promoting them, you're seeing what happens, seeing your results you get, you're tracking it, and then based on the results you get, you might tweak a few things and keep running it. It's a never-ending process; you never finish marketing, unfortunately. I mean, I like it because I love marketing.
So you're always constantly testing and measuring things. Sometimes, something which will work early on, for some reason, doesn't work six months later. Who knows? So you're never quite sure which of these things are going to work for you, so you try a few of them, you see which works for you, and it depends. It's like fishing, isn't it? Some bait will work for some fish and others won't. Who knows? And sometimes some days you'll catch fish and sometimes you won't, but in the long run, you'll start to see trends and patterns forming and you'll start to notice what consistently works well and you'll keep doing that. And you'll see what doesn't work consistently well and you'll either change it or you'll drop it. So very much a testing process.
So those are, I guess, the four things we're going to go through. We're going to go through these ones first, and that's the structure of the program.