magnetize your audience home learning program choose …...welcome to this module in the magnetize...

Magnetize Your Audience Home Learning Program

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Choose Your Strategic Offering

Welcome to this module in the Magnetize Your Audience Home Learning Program. This is Callan Rush. In this module, I’ll be walking you through how to choose your Strategic Offering. In other words, you’ll be deciding what product, program or service your Education Based Marketing will position! What do you want your audience to invest after consumer your Education Based Marketing? Well- if you are at all fuzzy- don’t worry! You’ve actually already chosen your Strategic Offering in the previous module! It’s true. Stay tuned as I’ll reveal how shortly. But first – let’s do a quick review of EBM – and why it is the most leveraged way to market. Remember effective EBM has two elements in place. These two elements are what make it so powerful! Element #1 – First, your EBM must GIVE VALUE in the form of an education. It must be constructed so whoever consumes it will have a real world, top of mind problem solved simply by consuming the marketing.


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Giving Value right in your marketing is so powerful because it instantly establishes you in the hearts and minds of your potential client as Trusted Advisor. And remember, Trusted advisors get to bypass the sales process altogether due to their status. Once they’ve attained that role- they simply make a recommendation- and their potential client will follow it. ELEMENT #2 that must be in place is to Position a Purchase. You must make sure the Value, the education in your marketing is strategically organized so it leads your potential client to the logical conclusion that they need what you are offering – and they need it NOW! GIVE VALUE – POSITION A PURCHASE. In the Education Based Marketing Foundational Module, I shared the idea that the reason effective EBM is so leveraged is that it allows you to not only become the front runner in the highly competitive 3% of Active Shoppers in your ideal market, but it also allows you to ACCESS the huge 67% of your market that no one is talking to. I want to show you how that works specifically.


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There are many kinds of EBM – reports, teleclasses, interviews, brochures, online video etc-but let’s use your EBM Presentation for this concrete example. [slide] This represents your EBM presentation. Your presentation will have TITLE. The purpose of the title is to grab the attention of your ideal clients. Your TITLE is what will make you the front runner for the 3% of Active Shoppers, and will help you grab the attention of the 67% of nonactive shoppers. Your presentation will have CONTENT. The purpose of the content is to give a ton of value in the form of an education, while strategically positioning a purchase. Finally, your presentation will have an OFFER. The purpose of the offer is to make it as easy as possible for the people in your audience to say YES to investing in your product, program or service. Let’s walk through each piece of your presentation to see how it works. We’ll start with the title. In order to grab the attention of your ideal client, your title will include two elements-


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-your Specific Audience (named by a strongly held Egoic Label), -and your Specific Problem (named by a Top of Mind problem). Here’s how it plays out. When a member of your Specific Audience sees your title, they’ll first see the Egoic Label you use and they’ll say, “HEY! I am one of those! This must be for me!” They’ll then see the top of mind problem you’ve used and they’ll say- “WHOA! I have that problem. I was just thinking about and worrying over that problem last night!” The next thing they’ll say? “This is a sign from the Divine! I have to go to this talk!” Whether you are crafting an Education Based Presentation – or any other piece of marketing for the matter-. your SA and your SP must be in the title. One of the biggest reasons people’s marketing flops is because instead of following these guidelines it leads w/ the solution in title. For example: E.g. Get Your Massage Therapy Here!


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E.g. Meditation Weekend Coming Up! E.g. Couples Counseling! These kinds of titles may grab the attention of the 3% who are actively aware they need a specific solution and are looking for it - -but they will miss the 67% who – even though they have a problem that needs solving really aren’t thinking about solution. Therefore, solution based titles won’t even register for them. Writing a title that calls your ideal client by their name or Egoic Label, and speaks to a top of mind SP they are thinking about - is what will grab their attention, make them look! The Egoic Label you use in your Title allows your SA to identify as the person you are talking to. The Top of Mind Problem you use in the title of your EBM names an unpleasant SYMPTOM they are experiencing. Of course, you know this symptom has a deeper source or cause. Once you’ve grabbed their attention by saying, “Hey – are you experiencing this symptom?”


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Next you’ll have to use the CONTENT of your EBM, in this case your talk, to EDUCATE them as to the cause of their top of mind problem, or symptom. Again, the title grabs their attention by naming the symptom they are experiencing - and your content educates them as to the underlying cause of that symptom. The best way to understand this is to use some concrete examples. EXAMPLE 1: Let’s say you have the World’s Best Water Filter System. The solution you are offering the world is water filters. Let’s also say that you’ve studied with me and you know it is totally unleveraged to use the solution of WATER FILTERS in the title of your marketing. Instead, you know you have to use a Specific Audience named by a strongly held EGOIC LABEL- and also mention a Specific Problem named by a Top of Mind Problem – also known as a top of mind symptom. For the sake of the example, let’s use PRO WOMEN as our SA, and CHRONIC HEADACHES as our SP. One day, a member of your Specific Audience notices the women in business organization she attends each month is bringing in a speaker-namely, YOU!


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The title of the talk is about the common mistakes Professional Women Make that keep them struggling with CHRONIC HEADACHES This particular woman is constantly struggling with headaches- so the title of the talk really grabs her attention, and she makes the decision to attend. Now you, as an expert in Water Filters and Hydration, know that HEADACHES are often just a symptom of being dehydrated. So – you do your best to craft the content of your EBM talk to educate this woman that the underlying cause or SOURCE of her chronic headaches is actually DEHYDRATION! In other words, by the end of your talk on headaches, she now knows beyond a shadow of a doubt that her headaches are not the problem-they are just a symptom of dehydration. Dehydration is the real problem. Before your talk, she was only worried about her headaches. After your talk, she is now worried about how to get hydrated The content of your talk has led her to the logical conclusion that she needs to get hydrated- and FAST! She has a new top of mind problem and she’ll be very motivated to get it solved!


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Of course, the next thing you’ll do is make an OFFER for the world’s best SOLUTION to get HYDRATED. Your Water Filter System. Make sense? SYMPTOM – SOURCE – SOLUTION The TITLE grabs attention of the 67% with their Egoic label and the top of mind SYMPTOM they are experiencing. The CONTENT educates as to the source of the symptom, and leads to the understanding what the real problem is. The OFFER formally gives an opportunity to get a solution that will correct the source of their problem. Make sense? Let’s do a few more examples.

EXAMPLE 2 – This is how I do it. Our original specific audience is Workshop Leaders.

a) The top of mind problem or symptom our marketing speaks to is Empty Events. Our workshop leaders notice our marketing because they have the symptom of empty event rooms

b) After consuming the marketing, or for our purposes attending my talk, these workshop leaders now know the SOURCE or


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cause of their empty events is they don’t know how to create EBM effectively.

c) And, at the end of the talk, I offer a SOLUTION that will help them create effective EBM. My solution happens to be a workshop called Magnetize Your Audience.

EXAMPLE 2 – Here’s another example. Let’s assume the specific audience is Grocery Store Cashiers.

a) They might notice the marketing because it talks about the symptom of lower back pain- which is something they suffer from.

b) However, after consuming marketing, they now know the

SOURCE of their lower back pain is that they have bad posture. Of course, they’ll now be wondering how to correct their bad posture.

c) This is where the SOLUTION of a “Better Posture Workshop”

could be offered. Okay – are you ready to try it for yourself? Well, as I said, you’ve already done the bulk of the work! What I’d like you to do now is pause the module, and get that three step Specific Problem workshop out.


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This is the worksheet you went through to identify your solution, your solution phrased as a problem, and your problem phrases as a top of mind problem. Pause the module now to get that worksheet. Okay – got it? Let’s go through it. FIRST: Starting from the bottom of the sheet. Whatever you wrote for the TOP of MIND problem, at the bottom of sheet, (Step 3), is what you’ll use in the title of your marketing- in this case your signature talk. This is first problem you’ll solve for your potential clients. And you’ll solve it right in your education based presentation. You’ll see how this works, and how to write your title in the next module. For now, know that the Top of Mind Problem written in Step 3 is what we will use for the Title of your Talk. SECOND: STEP 2 of this Specific Problem Worksheet, the middle of your sheet-is the problem the content of your EBM will position. In other words, after they read your marketing, this will be the new problem they are thinking of. They will now be educated that this is the SOURCE of their top of mind problem or symptom.


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Again, I’ll walk you through exactly how to write your content in a future module. For now we are just getting the framework down – and building your comprehension. FINALLY – look at what you wrote in Step #1-. your SOLUTION. THIS is what you’ll offer or sell at end of your EBM presentation! Your content has now positioned this SOLUTION, and your audience will want to know how they can get it! Here is your HOMEWORK for this module. And it is very simple. All you need to do is write down exactly what you wrote in STEP 1 of your Specific Problem worksheet- and put the word SOLUTION after it. For our water filter example, If Step 1 of your Specific Problem Workshop Says- “I help my specific audience with rehydration.” Next I want you to write: My Strategic Offering is a Rehydration Solution. This means that, at the end of your talk – you’ll OFFER a SOLUTION for REHYDRATION. That solution happens to come in the form of a WATER FILTER. Meaning, your water filter is the best solution for rehydration.


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However, it is important to note – your marketing is not positioning a thing- like a water filter, or a workshop, or a program. Your marketing positions what that ‘thing’ or ‘workshop’ DOES! You water filter is a REHYDRATION SOLUTION. Let’s do another example. For my example, Step 1 of my Specific Problem worksheet says, “I help my Specific Audience create Effective Education Based Marketing.” In this step I’d write, “My strategic Offering Is an Education Based Marketing Solution”. My Education Based Marketing Solution comes in the form of a program called Magnetize Your Audience. However, I am positioning the solution of Education Based Marketing. My offer will show that the purpose of Magnetize Your Audience Program is to comprehend and create Education Based Marketing. In the example of our Posture Specialist- If step 1 of her Specific Problem Workshop sheet says, “I help my SA learn Good Posture”.


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In this step, she’d write, “My strategic offering is a Good Posture Solution.” Again, it just so happens that this solution is packaged in the form of a 1day workshop called Better Posture. Now it is your turn. For your homework, simply write down the following sentence and fill in the blank for yourself. My strategic offering is ____________________________ solution. Please note: You may already have the solution you offer packaged in the form of a program or workshop. If so, you can write the name of that program in brackets next to the sentence, and bring both to the next call. But – having an already create program with a title is NOT NECESSARY! If you don’t have a program yet, or a name for your program – just write down whatever words you chose for Step 1, and add the word Solution next to it.


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That will be sufficient for where we are at. Even if you do have a program with a title, we may be changing it! But I’ll let you in on that later. For now, complete the following sentence: “My strategic offering is ___________________ solution.” Great Job Today! Until next time- be brilliant!

magnetize your audience home learning program choose …...welcome to this module in the magnetize...

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