Amplify

The third step in writing your book is to Amplify it, that is, to share your message with the masses. Broadcast the thoughts of your heart and let them echo forth to others.

Whether your project takes the form of a book, a website, a podcast, a workshop, a video course, or a combination you create, we share the message with others. 

After all, that's why you created it-- to make sure others know!

Now, that might sound obvious…

But, so many content creators NEVER market their message, that is, they create it and then just “wait and see” if people stumble upon it.

Or they hope it just “organically” grows.

That’s generally a massive mistake.

In this episode we talk about when to start telling others about your book (or course or whatever), as well as what you need to do to make sure people remember the problem you’re solving and the potential you’re stepping them towards.

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Important links:

Tell us where to ship your free book, Process Over Permission: https://www.amplifyonline.info/process 

Watch the free video on How to Write a Book at https://www.amplifyonline.info/write 

Learn more about Beth’s “I’m starting with a book” book club: https://www.amplifyonline.info/bookclub 

Join Amplify Pro! = https://www.amplifyonline.info/pro 

What coaching and consulting looks like = https://www.amplifyonline.info/store 

Access to the tools we mention, including Kajabi = https://www.amplifyonline.info/tools 

Free 30 day trial on Kajabi = https://app.kajabi.com/r/hWkYzZYA/t/8vmvk9af 

The second step in writing a book is to— after you’ve aggregated the parts that will comprise the whole— assemble it.

And reassemble it.

And work it and rework it over and over, more and more…

The most inspired ideas take a bit of time. The grow a life of their own.

And that life comes to fruition as we talk through the concepts. 

In the same way you assemble and re-assemble Legos, we adjust and readjust your core concepts with you-- looking at them from different angles to see how they best fit and flow together.

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Important links:

Tell us where to ship your free book, Process Over Permission: https://www.amplifyonline.info/process 

Access the Soul Wholeness audio course mentioned in this talk at https://www.Jenkins.tv/best 

Watch the free video on How to Write a Book at https://www.amplifyonline.info/write 

Learn more about Beth’s “I’m starting with a book” book club: https://www.amplifyonline.info/bookclub 

Join Amplify Pro! = https://www.amplifyonline.info/pro 

What coaching and consulting looks like = https://www.amplifyonline.info/store 

Access to the tools we mention, including Kajabi = https://www.amplifyonline.info/tools 

Free 30 day trial on Kajabi = https://app.kajabi.com/r/hWkYzZYA/t/8vmvk9af 

In this episode we take an unplanned pause in the “How to Write a Book” series and keep talking about the book-writing process…

But, we pause and discuss why you need to heal as you write…

… as well as what happens in the process as you do.

Think about it.

Some of the most profound messages emerge from past pain-points. But, we don’t want to “leak” our wounds and ooze our hurts over our audience. Rather, we want to empower them from a position of healing and wholeness— even if we ARE still in process. 

Wounds are still open. They can become infected— and infect others.

Scars show that healing has happened— or is definitely happening. They’re proof of the past pain AND evidence of something new…

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Important links:

Tell us where to ship your free book, Process Over Permission: https://www.amplifyonline.info/process 

Access the Soul Wholeness audio course mentioned in this talk at https://www.Jenkins.tv/best 

Watch the free video on How to Write a Book at https://www.amplifyonline.info/write 

Join Amplify Pro! = https://www.amplifyonline.info/pro 

What coaching and consulting looks like = https://www.amplifyonline.info/store 

Access to the tools we mention, including Kajabi = https://www.amplifyonline.info/tools

Free 30 day trial on Kajabi = https://app.kajabi.com/r/hWkYzZYA/t/8vmvk9af

The first step (of three we’ll review) is “get it out of your head” and onto paper. Or into your computer. Or a folder. Or somewhere you can see it.

It doesn't have to look pretty at this point. In fact, it probably won't. 

But once we get it out of your head, we can work on it.

We’ll call this step “aggregate,” that is, a conglomeration of various parts… a collection…

And, as odd as it sounds, even before you craft an outline, it is where to begin.

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Important links:

Tell us where to ship your free book, Process Over Permission: https://www.amplifyonline.info/process 

Watch the free video on How to Write a Book at https://www.amplifyonline.info/write 

Join Amplify Pro! = https://www.amplifyonline.info/pro 

What coaching and consulting looks like = https://www.amplifyonline.info/store 

Access to the tools we mention, including Kajabi = https://www.amplifyonline.info/tools 

Free 30 day trial on Kajabi = https://app.kajabi.com/r/hWkYzZYA/t/8vmvk9af  

Courses and coaching can work together…

In fact, as we say in this episode, they’re “like peanut butter and jelly.”

A course is comprised of three components:

⭐️ #1 = Information

That is, you share facts and figures and data with your client.

⭐️ #2 = Insight

This is where courses begin to distinguish themselves from mere “information sharing,” however. You add your unique voice— your flavor. Often, this comes from the wisdom of your experience as well as other sources from which you’ve gleaned your content.

⭐️ #3 = Application

The course should tell the viewer “what to do” in light of what they’re learning.

(Remember, we use a framework— see the previous episode— which takes people to a destination, along a proven path, with clear mile markers along the way.)

✅

Now, this is important…

Coaching actually BUILDS on these. That is, coaching differs in that it ADDS to the best features of courses, taking them further (or, to use language from a previous episode), it goes “deeper” in the funnel.

Coaching ADDS these three components:

⭐️ #4 = Context

The personal element of coaching— whether done in a group or individually— enables the coach to help the client apply their process in each unique circumstance. In the same way that living in South Dakota throughout 2020 was different than living in California, so also is each situation different…

The personal side of coaching enables the expert (you) to speak to these unique differences, helping your client make progress.

⭐️ #5 = Accountability

Coaching also adds the element of holding someone accountable for taking action. In fact, that’s why many people want a coach.

⭐️ #6 = Access

All of this depends on access— and interaction. In other words, you enter into a professional relationship with the client.

Note: this is why it’s important to understand where coaching fits in your ecosystem. Remember, as we discussed in episode 13, the deeper people go in your funnel, the more access they have to you.

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📣 Important links:

Access the 11 Mind-shifts you need to make in order to amplify your message in the new economy at https://www.amplifyonline.info/11 

Join Amplify Pro! = https://www.amplifyonline.info/pro 

What coaching and consulting looks like = https://www.amplifyonline.info/store 

Access to the tools we mention, including Kajabi = https://www.amplifyonline.info/tools 

Free 30 day trial on Kajabi = https://app.kajabi.com/r/hWkYzZYA/t/8vmvk9af 

A lot of coaches and course creators aren’t really “coaching,” they’re just spouting out information. Coaching— and courses— are different that mere information-sharing.

In this 2-part series, we highlight how courses and coaching are similar, and how they can both work together to exchange your message.

Three current trends converge, right here and now, to make this the opportune time for you to launch a course…

✅ #1 = People can see your unique personality, and— right now— people CRAVE human interaction

✅ #2 = Current trends in online learning open the door for MORE opportunities for you…

✅ #3 = The tech is easier than it’s ever been before

(See the link below to the tools we recommend)

But…

… if you’re going to create a course you absolutely need a FRAMEWORK. Or, as Beth termed it in this episode, a “common thread.” The framework is the essential element that distinguishes true “coaching” from information-sharing.

A framework includes three components:

💥 #1 = A destination to which you lead people

Throughout the Amplify course, we teach that “your message solves a problem and/or steps people closer to their potential.”

A framework pinpoints the potential and sends people on their way….

💥 #2 = A clear path to get there which, given a commitment to do the work, actually works for the average person who takes your course

The framework provides people a “yellow brick road” to navigate their way. That is, you don’t just tell them WHERE they’re going, you also show them HOW to go… you tell them WHAT TO DO in order to make it.

💥 #3 = Objective milestones / checkpoints along the path, all of which highlight the participant’s progress…

The framework breaks the journey into manageable components. That is, you have objective— not subjective— markers whereby people can see their forward movement, celebrating how far they’ve journeyed.

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📣 Important links:

Access the 11 Mind-shifts you need to make in order to amplify your message in the new economy at https://www.amplifyonline.info/11 

Join Amplify Pro! = https://www.amplifyonline.info/pro 

What coaching and consulting looks like = https://www.amplifyonline.info/store 

Access to the tools we mention, including Kajabi = https://www.amplifyonline.info/tools 

Free 30 day trial on Kajabi = https://app.kajabi.com/r/hWkYzZYA/t/8vmvk9af 

Building on the concepts we explored in the previous episode— about categorizing your audience as either OUT, ON, or IN your funnel— we take a closer look at what happens inside the funnel.

Remember, your funnel is shaped like an upside down cone— or a tornado. The lower ticket items are at the top, and the higher ticket items are at the bottom.

Though you may have MULTIPLE layers of offers scattered up and down the funnel, in this talk we break it into three segments for the sake of clarity and ease…

🌪️

✅ At the top of the funnel…

MORE people, who pay LESS money per transaction, have LESS access to you.

Here, you’ll find books, eBooks, audio downloads, and even some mini-courses.

✅ In the middle of the funnel…

LESS / FEWER people, who pay MORE money per transaction, have SOME access to you.

This is the place you’ll find courses, most group coaching / membership options (though some might be considered closer to the top of the funnel, depending on the price point), and many live events. (Again, some could priced more, moving them lower as you segment your funnel even more.)

✅ At the bottom of the funnel….

The FEWEST people, who pay the MOST money, have “ALL” access you.

This is where you find 1:1 coaching opportunities, as well as some Masterminds and other items you may develop….

This is all more art than science— even if there are a few solid principles in play.

Here’s what architecting your funnel achieves…

🌪️ It helps you know what to charge people.

🌪️ It helps you know the amount of access you need to provide at each level— so you can serve everyone appropriately.

🌪️ It helps you create “next steps” for the people you serve…

By the way, I thought about placing potential price points on each of these areas, but several factors radically affect your pricing strategy. For instance…

💰 You can (in general) charge MORE for items that help people generate money (i.e., I can charge more for Amplify than I can for my book that helps people find their purpose— even though, arguably, discovering the reason you’re on this planet is more valuable).

💰 You can (in general) charge more when you’re selling to a business than when you’re selling to individuals. The business can write it off as an expense; the person has to take it from discretionary income.

(We teach more about this in the launch training in the Amplify course— see the modules on The Media.)

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📣 Important links:

How to grow your online audience = https://www.amplifyonline.info/summary 

Join Amplify Pro! = https://www.amplifyonline.info/pro 

What the funnel looks like, blog post = https://www.amplifyonline.info/blog/funnel 

Access to the tools we mention, including Kajabi = https://www.amplifyonline.info/tools 

Free 30 day trial on Kajabi = https://app.kajabi.com/r/hWkYzZYA/t/8vmvk9af 

A bunch of people building-out their message online talk about “the funnel.”

But what is it, really?

In this talk we break it down, highlighting THREE ways to classify people in your audience….

🎙️

💙 Some people are OUT of your funnel…. These are people who might actually watch, listen, or read your stuff, but you don’t yet have their contact info. As such, you have no way to communicate with them and invite them back to your website— or, more importantly for building your business, let them know when you have a sale!

This includes:

📻 Podcast = your podcast— particularly the show notes— can direct people to an opt-in or a low-ticket offer, but your podcast is NOT “your funnel.”

👨‍💻 Blog = your blog should do the same thing as your podcast— invite people to a “call to action,” that is a next best step. However, until they take action, they’re not yet in your funnel.

📱Social media = even though many content creators spend the majority of their time on social media, it’s not in your funnel. You can be shut down, kicked out, or eliminated from social media.

Your next step: Leverage the power of each of these to invite your audience to take a next best step, that is, a call to action, that captures their contact info (via a free opt-in or a low-ticket item.)

Again, always have a next best step, that is, a call to action.

💙 Some people are ON your funnel… These are people for whom you have contact info. But, they haven’t yet made a purchase.

This includes:

📬 Email list = Email is THE most powerful tool for communicating with your audience. However, until someone makes a purchase, they’re not “IN” your funnel. They’re just “ON” it. 

💬 Text bot = The same is true with texting— a great tech advancement that enables you to communicate via SMS much like email. Though this tool is still in its infancy, it will be a great asset in years to come. We encourage you to begin developing it now.

Your next step: It’s easier to direct people who are ON your funnel to step IN your funnel that is to move people from OUT all the way to IN…

… many times these followers simply need a nudge, a push, to tip over from ON to IN. Make sure you’re communicating regularly (and directly) about your offers.

💙 Some people are IN your funnel…. These are people who have MADE A PURCHASE with you.

This includes:

💰Anyone who has given you money on your website

Note: if they made a purchase someone else— or somewhere else— even if they bought your item, they’re not yet “IN” your funnel. You can’t contact them. This is why many book launches encourage people to submit their receipt number to a webpage in order to unlock bonus content. The authors realize that unless they drive that person to their website, effectively creating a free post-purchase opt-in, then they can’t continue moving them deeper in the funnel, which is the next step.

Your next step: Continue serving these people at a higher level. Ideally, they’ll move deeper in your funnel.

Note: we talk more about IN your funnel in the next episode. 

🌪️🌪️🌪️

What does it matter to know all of this?

Well, it gives you an accurate picture of where people actually ARE, and it shows you your next step… where you need to lead them.

👇Sometimes, you need to move people DEEPER in the funnel

👉 Other times, you need to move them to a DIFFERENT funnel altogether

🎙️

What does the “IN” of your funnel look like?

In the next episode we’ll discuss that…

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📣 Important links:

How to grow your online audience = https://www.amplifyonline.info/summary 

Join Amplify Pro! = https://www.amplifyonline.info/pro

What the funnel looks like, blog post = https://www.amplifyonline.info/blog/funnel

Access to the tools we mention, including Kajabi = https://www.amplifyonline.info/tools 

Free 30 day trial on Kajabi = https://app.kajabi.com/r/hWkYzZYA/t/8vmvk9af

Growing your online audience requires time + consistency… and a plan. Without all three, you’re waiting for lightning.

However, there is a proven plan you can run. Here it is…

🖥️ 1 = Create a website with an opt-in where you can collect visitor info.

Note: we’re definitely NOT against social media. However, we DO suggest you build your house on property you own…  

Furthermore, we encourage you to collect the contact info of people who visit your site. Do this with opt-ins, and you’ll know what they came for, as well as how to direct them towards content that’s relevant to them.

🎙️👨‍💻 🎥 2 = Generate weekly content (originally yours) on that website.

Make a plan to produce new posts and/or podcast episodes on your website regularly. Ideally, do this weekly.

You don’t need to create these from scratch. Rather, you can repurpose content you already have OR you can create content which will be repurposed into other forms of content.

📫 3 = Use email broadcasts and sequences to invite people back to your website.

First, use broadcasts to invite people BACK to your website whenever you post new content.

Second, use sequences to repurpose your old content, giving it new life, when people opt-in to a free offer. This enables you to send them on a specific path of information related specifically to what matters the most to them.

📱4 = Leverage the power of social media to invite people back to your site.

Finally, we get to the topic of social media. Use it.

But use it to direct people TO your site, rather than AWAY from your site.

Since each blog post, podcast, and other form of content has a CTA (a “call to action,” that is, an opt-in), you ALWAYS provide them with the next logical step. This means that when they connect with you… they can go deeper…

♻️ From here, you should “rinse & repeat” this process… 

Doing #4 leads people to #1 & #2, which drops them into emails (3), which leads them to return for more info….

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📣 Important links:

How to grow your online audience = https://www.amplifyonline.info/summary 

Join Amplify Pro! = https://www.amplifyonline.info/pro

Andy mentioned a few examples of opt-ins:

👉 The Advance Planner = https://www.jenkins.tv/FreePlannerPDF

👉 The “free + shipping” Purpose book = https://www.jenkins.tv/purpose

👉 The paperback Advance Planner = https://www.jenkins.tv/8 

👉 The “Best of” Soul Wholeness audio = https://www.jenkins.tv/best 

Be the first to know when Beth launches the “book club” by registering at https://www.amplifyonline.info/bookclub 

Access to the tools we mention, including Kajabi = https://www.amplifyonline.info/tools

Free 30 day trial on Kajabi = https://app.kajabi.com/r/hWkYzZYA/t/8vmvk9af

Building a content calendar-- and planning weeks and even months in advance-- helps you unify your message across each of your communication streams.

Plus, it removes the guesswork of what to say on social media, how to to discuss on your podcasts and videos, what to email your subscribers, and when to do your online launches.

You'll easily identify-- 

📣 When to launch new products 

📣 When to warm-up your list to prepare for those promotions 

📣 How to know who to promote your sale to and who not to

📣 When to go "hotter" on social media and email and when to be more quiet

📣 When you have time in your calendar to focus on creating new things and when you need to step back

In other words, the content calendar helps you "work on it" so that you can freely and more fluidly work in it. 

Most people never step back and look at the bigger picture. However, evaluating your messaging-- the what & the when & the how-- will help you work with more ease. 

After listening to this talk you’ll know:

❌ Why you shouldn’t start with social media

✅ Why you should begin by calendaring your launch(es)

⭐️ Everything else that goes between

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📣 Important links:

Video = How to Create a Content Calendar = https://www.amplifyonline.info/365

Join Amplify Pro!, and you’ll receive access to our content calendar training + the downloads and more = https://www.amplifyonline.info/pro

What coaching and consulting looks like = https://www.amplifyonline.info/store

Be the first to know when Beth launches the “book club” by registering at https://www.amplifyonline.info/bookclub 

Access to the tools we mention, including Kajabi = https://www.amplifyonline.info/tools

Free 30 day trial on Kajabi = https://app.kajabi.com/r/hWkYzZYA/t/8vmvk9af