A Complete Marketing Plan You Can Start Using Today

Nov 29, 2023

Yesterday’s member call with my Insiders was on fire 🔥

Seriously, so much gold that I am planning to rewatch and take notes myself!

We discussed a lot, but one of the things we did was take a look at a landing page for a member’s website.

In looking at the page, the issue came up of whether to offer a 30-minute free consultation or some kind of a masterclass.

As often happens, the juices started flowing and I diatribed for probably 10 minutes or more about the marketing plan I thought she should use.

Because I’m a nice guy, I thought, ya know I bet all my people would really like to hear about this marketing plan.

So I’m gonna share the basic sketch with you.

Sound good?

But for more details, some recommendations on where and how to learn more, etc., you’ll have to listen to the member call replay as soon as it becomes available (usually a day or two later). Join up now you can check it out ASAP.

OK — on to the plan.

A few caveats:

  1. You’ll have to test this in your market. In fact, you’ll need to test a lot of things about this.
  2. You need to be comfortable on video or at least with a slide presentation.
  3. You must make sure to focus on sales, not education and teaching, in this process. There’s a time for education and a time for selling. This is selling time.
  4. You’ll probably need to be in a niche is that used to watching webinars and masterclasses online. This member is working with coaches, counselors, etc — people who are used to online marketing and business.

In a recent email, I wrote about how I would market my business if I were starting over today. The cliff notes “schedule” I landed on was:

  1. Ideally, 1-3 YouTube videos per week
  2. Daily emails promoting discovery calls, special offers, etc.
  3. Create new free offers every 3 months or so to keep things fresh
  4. Optionally, consider a sales webinar each month to push leads over the edge

With that in mind… this is basically “part 2” of what that plan would look like, with a specific focus on a masterclass/webinar.

Step 1: Start a YouTube Channel

Again, and I will continue to hammer this home for the foreseeable future, YouTube is a FORCE when it comes to marketing.

Its discoverability algorithms are incredible.

And not only that, once you have 1,000 subscribers (and a couple other small/easily achievable criteria), they allow you to monetize.

This platform is going to PAY YOU to generate leads for yourself. Let that sink in.

If you have a clearly defined niche, YouTube is arguably the best platform on the Internet available today for you.

If you don’t have a niche and/or highly personality-based channel for which YouTube can find an audience, don’t do this.

You’re better off using local networking and more traditional marketing channels.

But there’s never been a better time to get started on YouTube. It will drive results with consistent effort, commitment to quality content, and being highly relatable.

Step 2: Build Your Email List with a Masterclass

Ok, in “Part 1” I talked about creating free offers/lead magnets to get people on your email list.

(Side note/spoiler alert: I am planning to release a course next year on email marketing for web designers. 😬 Let me know if that’s something you’re looking forward to.)

The ultimate free offer is a webclass/masterclass/webinar whatever you want to call it. And yes, it kind of matters, because your niche will respond to a certain wording more than others. This is why we test.

So what you’re going to do is offer a free masterclass, which is essentially a sales-focused webinar ranging anywhere from 30-90 minutes (test, test, test — sometimes shorter works better, sometimes longer).

Depending on how fast traffic is pouring in, you can decide whether to offer these every two weeks or every month. If you have lots of traffic, every week would even be good.

I would not go longer than a month if you are going to do this. You just can’t schedule webinars out that far away, it doesn’t work. Even a month is pushing it, TBH.

Step 2B: Offer a Bonus Freebie

Since it may take a while before the webinar starts, you will need to give them something to placate them in the meantime. You want them to experience an immediate dopamine rush if possible.

Give them something very valuable they can use right away.

A checklist, a free audio or video training, something related to the upcoming training that helps them prepare for it, maximize it, etc.

Step 3: Email Them to Get Them Excited

Again, you want to build excitement for being a part of the masterclass.

Consider even recording a few video messages and placing them on landing pages for them to receive on the 2-3 days leading up to the masterclass.

Once someone signs up, they need to be getting emails almost every day until it starts, and potentially a few days after it ends.

You will make sales in the followup emails from people who didn’t convert during the masterclass itself and/or didn’t attend.

Once this campaign is over, put them on your regular broadcast email list, email them at least every week, and preferably get as close to every day as possible.

If you’re doing this right, your email list will become your “lake” in which you go fishing for new clients. You’re feeding them every day with a helpful diet of infotainment that will indoctrinate them into your ways, build a relationship with you personally, and give them immense value.

When they’re ready for the services you offer, who do you think they’re gonna call? 🙂

A decision you’ll need to make is whether you do a slightly different webinar every month or keep the same webinar.

A related decision is whether you will invite your entire prospect list to each webinar or whether you will only invite new list members to it.

There’s no wrong way to do this.

If you’re gonna invite the whole list, you probably want to consider using different hooks and teaching points with each webinar to mix it up a bit, even if the content is relatively the same.

The reason is twofold:

  1. Different hooks for different folks. You never know what hook is going to resonate with any given person on your email list. Someone may not watch the webinar the first 18 times you promote it, but watch it on the 19th time because your marketing hook drew them into seeing why it was valuable.
  2. Repetition is crucial for success. I was flattered on the call yesterday when a new member was repeating back to me things I’ve taught. He’s spent time with my content, it was obvious. And the fact is that I repeat myself a lot. That is intentional. So it’s okay if a person attends “basically” the same webinar multiple times. They need the information and, if done right, it will eventually cause them to buy.

I’m almost 1,200 words into this email (a long one, sorry!) and this doesn’t even cover everything we talked about relating to this particular strategy.

And on yesterday’s call, we talked about a lot more than this—trust me.

Please, please consider joining us.

The things you will glean from these conversations could absolutely transform your business if you apply them.

And if you wanna be on the call to ask questions, you’re welcome to, or if you’re a “lurker” and would rather just listen to or watch them afterward, that’s fine too!

But I don’t want you to miss out.

Here’s the link:


Can’t wait to meet you!