THE MASTERCLASS
BLUEPRINT
TABLE OF
CONTENTS
3
INTRODUCTION
4
CONTENT MARKETING
5
INDUSTRY TRENDS
6
MASTERCLASS ROADMAP
7
PROJECT WORKSHEETS SUMMARY
8
WORKSHEETS
@2019 Robin Harris -- All Rights Reserved
Created exclusively for clients of the Expert Expansion Blueprint
Introduction
Automation is not new. It's emergence
completely changed the manufacturing
industry. But for the Expert who has
painstakingly built their business over years of
offline activities, automation is the "next" thing
that will help them scale their business up
without burning out. At least that is the
promise.
The question is … can we deliver on that
promise. Let's talk about it.
24/7
There is no question that the Internet has changed
almost every facet of our lives. Still, too many
Experts are slow to take advantage of what
technology and systems can do for their business.
Two obstacles often stand in the way, technology is
not their area of expertise and they may fear losing
the humanistic aspects of their business. These are
valid concerns. But we have a solution for you that
addresses both of these concerns while also
delivering on the promise of 24/7 systems that help
you take your business to the next level.
Our perspective of automation is to provide your
clients and potential clients with a great user
experience online and offline by taking a blended
approach. The old fashion online webinar has
evolved into the new automated masterclass. I am
not talking about the online informercial that ties
up an hour with a PowerPoint sells presentation.
Your automated masterclass will take a logical
piece of your expertise and provide real value but
at the same time… lead to a next step for the
participant. This next step can be a consultation
call, an event, a purchase, goodwill, and the list
goes on.
The purpose of this guide is to help you clarify the
qualities of your ideal client, where they are as
they enter into your masterclass, what you need to
teach them so that they will want to take next step
after attending the masterclass.
The 24/7 Marketing System Promise
Thinking through the buyer's journey is the key to
creating the masterclass that will best serve your
goals and your clients' needs.
The promise of the 24/7 marketing system is
possible when you answer the question your ideal
client is asking, solve the problem they are
struggling with, and meet them where they are.
Think It Through
Marketing
System
CONTENT
MARKETING
Sales & Marketing is a critical part of any
thriving business. Without it, a business may
experience boom & bust cycles as they depend
on "luck" to sustain their business. No wonder
large companies spend billions on ads. But
here is the downside, people don't like being
"sold" to. They pay to bypass commercials on
TV and Radio. They regularly unsubscribe to
the flood of sales emails coming into their
inbox. They become blind to ads on web pages
and in their social feeds. Content Marketing is
the prescription to the ads adverse ailment.
Content
Many people are ads adverse, especially when they
don't know, trust, or like you. It's an unwelcomed
interruption that they will actually pay to avoid.
On the other hand, people are "hungry" for
information that helps them, entertains them,
inspires them, or "happily distracts" them. There is
no shortage of information online but the shear
volume can work in your favor and here's how…
Finding the best information, valid information, or
information in a format that you want to consume
it in is a huge problem for today's Internet users.
You can waste hours trying to sort through
obsolete, incorrect, or poorly created information.
Have you ever gone online to do some research and
felt completely overwhelmed as you looked
through pages and pages of old or useless results?
Quality content is actually a treasure and as an
Expert, you are someone who can create quality
content and provide it in a format that is useful,
engaging, and convenient.
The masterclass is an automated and systematic
delivery system that falls into the category of
Content Marketing.
The most important thing for you to figure out is
how to marry your deep expertise with the content
your ideal client is searching for.
Rx: Providing Valuable Content
I invite you to get a notebook, index cards, or some
system of compiling a dynamic list of content
topics your ideal client is searching for.
What are they looking for online?
What problems are they trying to solve?
What questions are they asking?
What do they want to get and what do they
want to get rid of?
Keep A List
Marketing
In your first project, we are asking you to focus on the "low hanging fruit" in
terms of your offer and who you are attempting to market to. You may have
several "Avatars" who need the same solution you offer but for different
reasons. Find the one that is most accessible to you now and begin
reframing your message to mirror their language and to speak to their pain.
As an Expert, you have to show up like a mind-reader. Knowing the question
before they have the words for it but when they hear it, a bell goes off. You
have to be willing to take your ideal client avatar on a journey but you must
always start from where they are. From there you guide them through a
progression of steps that leads to them saying "yes' to the solution.
Trends In Your Industry
You may be like many
Experts who serve more
than one "Ideal client
Avatar". Even if the
solution you have is the
same for each, how you
reach them, what you
say to them will be
different.
Experts often speak a
language that does not
resonate with their
audience. You have to
speak their language.
That means your are
most likely going to
have to have more than
one marketing message.
Speaking "Their"
Language
CONTENT
DESIGN
Track The Trends
As an Expert, you should be aware of emerging trends and you may even be
able to see what's about to come over the horizon. People may feel the impact
of a problem but not understand the source or the solution; all they know is
they feel the pain, they feel anxious, they feel something is wrong but they
won't have "technical" language for it.
As you build your credibility as an Expert they can trust, your Masterclasses
will become even more valuable to them. You can literally build your business
using the Masterclass model once you master it.
Pick one Masterclass outcome that
meets the three requirements …
Pick one, don't cheat, be faithful to
your goal. It's not marriage, but
approach it with commitment.
Complete in 8-12 week project
Meaningful cashflow potential
Value to client means easier sell
The two sides of the equation have
to match. This is something that is
often missed. Even companies with
large marketing budgets can get this
wrong.
If you don't know… ASK! Have those
crucial conversations with the people
who are your ideal client Avatars.
Immerse yourself in their world, see
the problem from their perspective.
Pick One... Just One!
Client Avatar + Their Pain +
Their Language =
Your Message + Solution
Video 1 - Expose subset Pain/Problem,
Promise Solution, Preview your expertise,
Ask them to register for Masterclass - Call
To Action (CTA1)
Masterclass Registration Page
-Video/Content expands on Video 1,
validates them, and gets them to register
(CTA2A). Thank You Video, validates
action they took and may issue a one time
offer or something else. CTA2B
Masterclass - Deliver partial solution,
validation, a quick win, invite them to a
consultation, to buy something, to attend
an event …CTA3
Mapping to Journey
Find balance between giving them a
quick win and giving them too much.
The goal is to build trust and establish
your role as the expert who can help
them by helping them solve a piece of
the complex problem.
Identify "the slice" you will provide and
the problem it solves.
Open the loop to expose the bigger
problem that requires them to take the
next step.
Issue Masterclass CTA
Incentivize taking action NOW!
Masterclass
THE MASTERCLASS FUNNEL
ROADMAP FOR SUCCESS
Avatar Msg Match
Masterclass Outcome
Marketing Video Scripts
Design Masterclass
Build & Configuration
Test, Soft & Main Launch
This is where you identify Ideal
Avatar, Pain, Language, Your
Message and Solution
List possible outcomes, offers,
then pick the one based on
the 3 requirements
Use templates to design then
script videos 1 - 3
Offer Goal, Teaching Objective,
Outline, Presentation, intro/closing
video script using templates
Easy Webinar config/registration
page, Email Sequence Automation,
Presentation (PowerPoint)
Test configuration and practice
presentation, launch to warm
audience before main launch
Project
Worksheet
Summary
7
" The primary outcome & call to action for this Masterclass is
for the participant to
_____________________________________________
___________________________________________."
Masterclass
Outcome
Masterclass Outcome & CTA
Brainstorming
Process
1
List possible Masterclass outcomes and calls to action. Pick one to focus on that meets the requirements below:I can commit to complete this project in 8-12 weeks. It has meaningful cashflow potential that will make it worth my while
The value will be evident to my ideal client avatar so saying yes will be easier
Avatar + Pain + Language =
Message +
Solution
2
Do you understand my pain
and can you talk in a way
that makes sense to me?
Soma Bodia, Your Client Avatar
Ideal ClientAvatar Name & Description
Key words phrases your ideal client Avatar would use when talking about the problem to colleagues, friends, family, or when they are having an internal dialogue with themselves.
Describe the problem or pain point
Craft your message to show that you understand who they are and what they are going through... use their language
Describe your solution in words that would pique their interest, get them considering that there really is a solution and yes, you can help them...
Masterclass
Content Breakdown
3
What is the Masterclass Topic, why is it important to your Ideal Client Avatar, and how does covering this topic lead to your offer?
Identify your introduction and "street creds" that establish you as an expert that they should listen to. 5-7 minutes What is the main problem your ideal client avatar has and what is the offer you want them to buy into that solves it?
Identify 3 to 5 teaching points you can cover in about 25-30 minutes.
----why are these points valuable to your client and how do they relate to your closing offer?
Identify client testimonial, case study, evidence, or results you can share in 5-7 minutes
CALL TO ACTION
Attend the webinar and at the end or even
before the end, this is the action I want them
to take...
Identify your closing offer in 10-15 minutes
Identify bonus offer(s) that create an urgency to take action within a short period - examples: by the end of Masterclass, within 24 hours, limited quantity ... while supplies last ...
10
Masterclass
Intro & Closing Videos
3
Masterclass Intro Video 1: Welcome, Introduce Yourself, Purpose/Overview
Welcome to the Masterclass
I am ...
Statement of Expertise but very short.... Could be just your "official title", how long you have been doing x|
I help ... this statement should be aligned with ideal client avatar and it le's them know they are in the right place
Housekeeping... invite to remove distraction and give you x minutes because ,.. you are going to share... tell them what to expect from Masterclass
REMEMBER THE CTA
Attend the webinar and at the end or even
before the end, this is the action I want them
to take...
Detailed covered in online course (Module: Masterclass Marketing Videos) .
Review content in this document where you mapped out your Masterclass components.
Action for this section is to create a high level context for your Masterclass intro & closing videos.
Masterclass Closing Video 2: Thank them for attending, reinforce urgency of the offer
Today we covered x, y, z
But obviously, in x minutes we can only cover the basics which will help you do x. If you are looking to do xxx (problem/benefit statement) we'd love to speak with your, work with you, etc ... THE CTA
Masterclass
3 Marketing Videos
4
Marketing Video 1: APP method. Agree, Promise Preview, then ... CTA
What is a common belief or understanding about the problem the Ideal Client Avatar has that is actually not true?
What can your promise as another perspective that leads to some relief, curiosity, hope?
What is short preview you can provide that ties into the details of the Masterclass where they can get more information?
CTA Option 1: cold audience that does not know, trust, or like you yet ... take the list building approach ... Invite them to register for a freebie... that gives them more information related to the promise and the preview and on the thank you page or in follow up email invite them to Masterclass.
CTA Option 2: warm audience, invite them to register for the Masterclass
Masterclass Registration Page Video 2: Pull back the cover
Expose more of problem/solution you are going to share during the Masterclass
Provide a short rehash of problem and the main benefit they will get from attending Masterclass.
Show up as the Expert who can help them get something they want or get rid of something they don't want Details covered in online course (Module: Masterclass Marketing Videos).
Review content in this document where you mapped out your Masterclass components. Action for this section is to create a high level context for your three videos.
REMEMBER THE CTA
Attend the webinar and at the end or even
before the end, this is the action I want them
to take...
Masterclass Thank You Page Video 3: Validation, Anticipation, Share
Provide a short overview of key points you will cover in the Masterclass. Create anticipation by giving them something to look forward to.
Offer them incentive material (PDF Workbook, video, audio) for sharing on Social Media.
Build & Configuration
Webinar, Email, PPT
5
Easy Webinar Configuration Reference List
(Additional information is included in online course walk-through and configured during the DWY Zoom Mentoring Session)
¹
If you are in the Gold or Platinum program we will create a custom branded Registration/Thank You Page for youRegistration Page with Video¹ Thank You Page with Video¹ Event Page
Replay Page Event Notification Event Email Integration
If avail for Email Provider: List & Tags: Contact List Name, EWReg, EWCame, EWWatchAll, EWnoShow, EWLeftEarly, EWReplay, EWQuestion
Custom Fields: EWjoinLink, EWjoinShrtLink, EWReplayLink, EWReplayShrtLink, EWWebinarDte, EWWebinarTme, EWWebinarTmeZone
Direct Email Integration - otherwise must use free third party app called Zapier
Zapier is a cloud service that allows different softwares to talk to each other when integration is not directly possible. Adding a third-party tool adds a bit of complication to your system but if you need to use it... then it is a great option. That is not something we cover because the tools we recommend do not require it.
Easy Webinar Platform
Email Automation Sequence - Active Campaign or another Email Provider PowerPoint Presentation, MAC Keynote Presentation, Other Presentation
PowerPoint presentation or Alternatives
Create your Slide Presentation. Powerpoint, PDF, and Videos may be uploaded directly to Easy Webinar. All other options can use the screen share option within the webinar.
Record your practice webinar, review your performance, and then record it again to get your final version. The online course will provide details of how to record a webinar specifically for automation AKA Evergreen.
13
Consistent Visual Brand identity
Primary Color name ________________ Hex Value #____________ Secondary Color ____________________ Hex Value #____________ Logo, HeadshotWe only support Active Campaign.
Active Campaign is our preferred email provider and the one we use with DWY or DFY programs. However, Easy Webinar supports the direct integration with the email providers on the left.
Some will work with tags and custom fields while others do not offer this deeper level of automation. If you are using an email provider not on the list, you will have to open a free account with Zapier and use that to connect the two systems. The Online Course will provide links to the Easy Webinar documentation.
Test & Launch
Masterclass Funnel
6
Easy Webinar Configuration Reference List
(Additional information is included in online course walk-through and configured during the DWY Zoom Mentoring Session)
¹
If you are in the Gold or Platinum program will test registration & thank you pageRegistration Page with Video¹ Thank You Page with Video¹ Event Page
Replay Page Event Notification Event Email Integration
If avail for Email Provider: List & Tags: Contact List Name, EWReg, EWCame, EWWatchAll, EWnoShow, EWLeftEarly, EWReplay, EWQuestion
Custom Fields: EWjoinLink, EWjoinShrtLink, EWReplayLink, EWReplayShrtLink, EWWebinarDte, EWWebinarTme, EWWebinarTmeZone
TEST Easy Webinar configuration including all links and pages
TEST Email Automation Sequence - validate content and delivery schedule
TEST Delivery of your presentation. Record it and review your performance and slide content
PowerPoint presentation or Alternatives
Slide Content
Delivery of presentation (Record & Review)
14
We only support Active Campaign.
Easy Webinar supports the direct integration with the email providers on the left. Some will work with tags and custom fields while others will not
If you are using an email provider not on the list, TEST ZAPIER INTEGRATION
Test User Experience
Testing the flow and feel of the Masterclass from the
perspective of the user. Soft launch to get feedback
from trusted inner circle prior to releasing to public.
Email Autoresponder tags, custom fields, and email sequences
Custom Fields: EWjoinLink EWjoinShrtLink EWReplayLink EWReplayShrtLink EWWebinarDte EWWebinarTme EWWebinarTmeZone Contact List NameTags: EWReg EWCame EWWatchAll EWnoShow EWLeftEarly EWReplay EWQuestion
