The Leveraged Business: Earn More, Work Less, Grow Faster

Once you've landed on a great core concept, designed and created a great course, marketing your online course is the next big step to tackle.

In part 3 of my Earn Your Worth limited series, we're now focusing on marketing your online course to enrol clients consistently. When you do your research and look at what's happening in the lives and businesses of your target audience, you can come up with a core concept that's new and in demand.

In this episode, we'll look at naming, positioning and promoting your course or program. Because you can have a great course that delivers real results, but if no-one hears about it, or sees you as the authority on the topic, you won't earn any money from it and it won't have the impact you want.

You'll learn how to:

-- Market your online course in a way that highlights its relevance and value to your target audience. -

- Position your expert approach as solving a problem that differentiates you.

-- Focus your passion, skills and expertise to cultivate the demand. When you're able to identify your unique value proposition, you'll be able to attract better clients and charge higher fees.

Visit the show notes at http://jayallyson.com/podcast/ where you'll find links to further resources on the episode topic.

When you build a course around your core concept, you want to make sure it performs and people get the results that you promise. But there's a huge distinction between information, knowledge and understanding that most people do not appreciate.

Most experts don't know how to build a profitable online course. They go about course creation all wrong. Your best course design strategy is not focused on content, it's focused on helping your clients get the outcome they really want is by adding value to the knowledge base.

In part 2, of our Earn Your Worth three-part series, we're talking about what 'worth it' actually means in practice to help you build a course that delivers real value. When you create a performance boosting course, your participants will practically trip over themselves to buy and tell others about it too.

Get a free course design planner tool at https://jayallyson.com/isuccess/online-learning-design-planner/.

A core concept is the big idea that you wrap your product, program or service around, that you create a demand narrative and story, and enables you to showcase your thought leadership and earn your worth. It's something you can really lean into, and get excited about, and your audience can too.

Identifying a core concept helps you can turn your expertise, passion, skills into laser focused offer to generate a floodgate of demand so you get better clients and can charge higher fees.

Lack of a core concept is one of the single biggest mistakes consultants, coaches and other expert service providers make. In the first of three parts focused on helping you earn what you're worth, I explain why and what you can do to find your core concept for better offer positioning.

What you'll learn is:

- What is a core concept and how it helps your business grow

- Marketing's dirty little secret that an expensive distraction

- Attracting the best clients isn't about tactics.

Submit feedback at jayallyson.com/podcast/qa and/or book a free strategy discovery call with Jay Allyson via jayallyson.com/contactme/scheduler.

In this episode, we dive into the question of how we can really deliver worthwhile learning online, how to map out your learning design and how to measure it's achieving the outcomes you promise for your participants. If you're not in the information product business, how you can build a course or program that provides high quality interaction, great participation and space for application and reflection. Because this is how real transformation happens for your students or clients. First, some introduction, then we'll go through five steps, and there's a worksheet for this that you can download at jayallyson.com/isuccess/free-stuff, the link is in the shownotes – this gives you the 5 steps, so let me list those first and then first I'm going to talk you through what we're solving here. STEP 1 – The Goals Statement STEP 2 – The Outcomes

STEP 3 – The Experience

STEP 4 – The Measures

STEP 5 – The Wins

Then we'll finish up by reviewing technology to support the learning design and some final reflections on how to pre-test the design makes sense.

Grab the free 5-Step Worksheet to map out a simple online learning design and evaluation plan in a couple of hours: http://jayallyson.com/podcast/nailing-your-online-program-design/.

In this episode, we'll look at the big picture of why leverage is so intertwined with how we balance our work and life, and our achievement of success in business. Switching from 'how-to' tactics to 'why-do' strategics, we pick up some of the philosophies and principles explored in the entrepreneurial wellbeing and success mindset themes of various other episodes. Helping people move their business to an online or hybrid offer has been accelerated with the pandemic. There's certainly a few digital transformations that might otherwise have been put off until later if not indefinitely.

Working remotely has enabled us as individuals too, with many people feeling they've moved to a better work-life balance, what I call 'leveraged living' - away from the 9-5 nose-to-the grindstone monday to friday. It's brought more flexibility to interweave work, family and friends, hobbies and leisure pursuits. This concept of Leveraged Living is the preface for my book "Leveraged Consulting in the Digital Age and provides the name for our Facebook group The Leveraged Living Club. And the reason you want to join the club, well I'll share that as we go through our 30 minutes together in this episode! Here's what we're going to cover: -- Why Leveraging is So Vital to Service Business Growth

-- How Leveraged Living Fits into the Business Roadmap

-- Understanding the Mindset, Marketing and Money Model Equation

-- What Makes Leveraged Consulting or Coaching Different

- Origins of the Leveraged Business in My Life and Career

-- Leveraging Your Story to Find Your Niche

-- Leveraging Your Expert System to Help Others

-- What Does "Leveraging Living" and True Freedom Mean To You?

For resources and further support go to jayallyson.com/leveragedbusiness/.

Businesses are increasingly focusing on how the marketing and design of webinars can be improved, how content can be made more engaging, how to create a more compelling bridge into making an offer, one that converts into clients.

But the problem is that webinars just aren't working as well as they used to. In this article, we explore why and what you can do about it.

Webinars are probably more commonplace for business-to-business (B2B) marketing, but they are also excessively being used for business-to-customer (B2C) marketing as well.

There's now a shift away from webinars towards workshops. Because the problem is that where webinars were working really well a few years ago, now people have got quite wise to the fact that many webinars are essentially just disguised sales events.

In this episode, you'll learn:

- Why people are avoiding webinars nowadays

- What to do to increase webinar attendance and sales conversions

- How to leverage a self-funded lead generation system using a paid mini-offer.

Resources and support can be found in the show notes at http://jayallyson.com/podcast/why-webinars-dont-sell-and-what-to-do-about-it/.

Today, we're learning how to leverage wisdom to increase entrepreneurial wellbeing, fulfilment and resilience in a cynical, complex and chaotic world. This is the theme for my interview this episode with Dr Sunil Raheja, author of Dancing With Wisdom: A Sacred Quest to Restore Meaning, Purpose and Fun to Your Life and Work.

Sunil is a practising psychiatrist and coach who equips overwhelmed, frustrated and distracted high achievers to figure out their next best step so that they can create the life they hunger for and still have time for family, friends and fun. He also has a podcast and YouTube channel on the theme Dancing With Wisdom alongside his private practice.

Wisdom is the rich simplicity of being yourself wherever you are. And dancing with wisdom is all about embracing the gift we all have to change our perspective or our life, our relationships, our business, our world. Life's challenges can diminish, define or develop you: the choice is yours. It just takes wisdom to make wise choices.

Desiring, developing and deepening in wisdom is a path to handling life's trials, tribulations and truths in a way that encourages us to look beyond the superficial quick fix answers. It's a road to entrepreneurial wellbeing, fulfilment, and resilience.

With his blend of 25+ years as a mental health practitioner and his own personal pilgrimage, Sunil's insights are fascinating. His book is no superficial self-help manual. Written for people of faith and those of none, he invites you to join him on a quest for that which is difficult to find, by asking four fundamental questions:

• What person am I going to be?
• How do I relate to others?
• What work will make my life meaningful?
• What legacy do I want to leave behind?

Sunil takes us on a journey across three core steps to leveraging wisdom as a philosophy to increase mental resilience. The search for meaning and purpose can come upon us gradually or sometimes suddenly; and creates a pivotal point in our life.

The sudden death of one of Sunil's closest friends caused him to ask these questions of himself. He helpfully sets out the reasons why we crave wisdom, how we might grow in it, and concludes with the means for deepening in wisdom and living life in crescendo.

This is a stimulating education on how to live life well and a timely literary contribution in a moment when a global pandemic has caused many to question what gives life lasting significance.

Links and the free Workbook with practical exercises to start your own journey of dancing with wisdom is available in the episode show notes at http://leveragedbusinesspodcast.com.

Successful brand positioning is all about your credibility as an expert and sharing something of yourself too. In the digital marketplace, both are the key to a growing business. Businesses stay afloat when they gain years of experience and build their credibility with their audience.

When people buy or hire, they don't always go for the cheapest – customers are pretty discerning, they want value for money, and a brand they can trust. When you add in some thought leadership and promote yourself through education rich content, you claim expert status in your chosen niche. For some, this definitely requires a fundamental shift in mindset, and the way I approached it is from a place of generosity to put my ideas out there, embracing the whole notion of 'sharing is caring', rather than secrecy to protect your intellectual property.

You'll learn how to:

• Identify your zone of genius and become specialised

• Challenge your own assumptions and manage negative self-talk •

Create your own brand story

• Create a professional media bio

• Pick the perfect pictures

• Engage in your best audience spaces

• And more!

Becoming slightly famous is pretty important for marketing online – don't be your industry's best kept secret. You don't have to be all over social media or in the press. Even if you just get a little bit more visible, it starts to position yourself and your brand in the target market you wish to serve.

Resources and a free 10 Steps for Brand Positioning Checklist on the episode show notes page at http://jayallyson.com/podcast/showcase-your-expertise/.

If you've ever been approached by a client asking for a proposal and want to know what to consider when scoping a consulting project, this episode is really going to help you out.

Through five steps, we'll go through the key things you need to know from the client that will help you decide on your solution, your team and your pricing, and how to present that across the B2B customer journey.

You'll learn:

• What to ask the client at each stage of the process

• How to use consultative and coaching approaches to dig into their context, vision and objectives

• Why asking open-ended questions and giving real time support builds credibility, trust and value into the process

• What key information you need to get from the client before setting out a proposal and how to present the cost-benefits.

• How to remain flexible and adaptable in the follow up and negotiation to get to a final agreement.

Resources and a free consulting proposals template and guide in the show notes for this episode 62 available at leveragedbusinesspodcast.com.

Is it possible for consultants, coaches and specialists to achieve scalable delivery that feels bespoke to your client?

In this episode, part 3 of our short series on increasing consulting income without taking on more clients, we'll look at ways to be fabulously flexible.

We cover the three rookie mistakes you'll want to avoid and how you can create a core programme or service and blend in options, leveraging the common elements and layering client specific needs on top.

Further support and to book a strategy discovery call, go to the show notes available via leveragedbusinesspodcast.com.