1. Walker
1.1. PLF Module 1
1.1.1. Sequences
1.1.1.1. 1. Pre-PreLaunch
1.1.1.1.1. Your Pre-PreLaunch
1.1.1.2. 2. PreLaunch
1.1.1.2.1. Sideways Sales Letter
1.1.1.3. 3. Launch
1.1.1.3.1. The Open Cart
1.1.1.4. 4. Post-Launch
1.1.1.4.1. New Clients
1.1.1.4.2. Prospects
1.1.1.4.3. JV Partners
1.1.1.5. 5. Re-Launch
1.1.1.5.1. 'Rinse and Repeat'
1.1.1.6. 6. JV (Affiliate) Sequence
1.2. PLF Module 6
1.2.1. How to Sell
1.2.1.1. Focus on the TRANSFORMATION (Change) in their Lives
1.2.2. Sales Video Mechanics
1.2.2.1. 1. Your Offer Is All About the TRANSFORMATION, Not the 'Stuff'
1.2.2.2. 2. Length
1.2.2.2.1. Beginners
1.2.2.2.2. Intermediate
1.2.2.2.3. Expert
1.2.2.2.4. Uber-Pro
1.2.2.3. 3. Script (Sales Video)
1.2.2.3.1. Opportunity (Big Promise)
1.2.2.3.2. Show Authority (Especially Results)
1.2.2.3.3. Proof and Testimonials
1.2.2.3.4. Foreshadow Urgency (Scarcity)
1.2.2.3.5. Here's the Deal (Make the Offer)
1.2.2.3.6. Features and Benefits (Transformation!)
1.2.2.3.7. Bonuses
1.2.2.3.8. Price Reveal (and Price Justification)
1.2.2.3.9. RISK REVERSAL
1.2.2.3.10. Here's What to Do Now
1.2.2.3.11. Urgency (Scarcity = Why Should They Act NOW!)
1.2.2.3.12. CTA (Close)
1.2.2.3.13. Surprise Bonus
1.2.2.3.14. Re-close With Scarcity
1.2.2.4. 4. Notes
1.2.2.4.1. Sales Video Need to Be Complete
1.2.2.4.2. Paint the TRANSFORMATION
1.2.2.4.3. Before You Shoot the Video, MEDITATE!
1.2.2.4.4. Speak With Confidence
1.2.2.4.5. Look Into the Camera Without Staring :)
1.2.2.4.6. Talk at a Normal Pace, Not Too Fast or Too Slow
1.2.2.4.7. HIGH ENERGY (Heightened State)
1.2.2.5. 5. Mechanics
1.2.2.5.1. "Buy Now" Button Hidden Until the "Call to Action"
1.2.2.5.2. Test Hiding Video Controls
1.2.2.5.3. SCARCITY Banner Near End of Launch (Countdown)
1.2.2.5.4. Pay Attention to Checkout Page
1.2.2.5.5. Sell from POWER and Authority
1.2.3. Over-the-Shoulder Real Life Examples
1.2.4. Open Cart Considerations
1.2.4.1. 1. Leave Cart Open for 3-7 Days
1.2.4.2. 2. Favorite Opening Days
1.2.4.2.1. Tuesday through Thursday
1.2.4.3. 3. Favorite Closing Days
1.2.4.3.1. Avoid Weekeneds
1.2.4.3.2. Always at Midnight
1.2.4.4. 4. When to Send Emails
1.2.4.4.1. Cart Open Day (2 Emails)
1.2.4.4.2. One Email Every Single Day (Days 2-6)
1.2.4.4.3. Scarcity (Day 6 = 2 Emails)
1.2.4.4.4. Closing Day (2-3 Emails)
2. Burchard
2.1. EA Week 2
2.1.1. How to Create Anything
2.1.1.1. Outline
2.1.1.1.1. 1. Here's who I am and what I do...
2.1.1.1.2. 2. *Have you ever* had any of these challenges...
2.1.1.1.3. 3. Me too - here's my story of struggle...
2.1.1.1.4. 4. Here's my story of finding the solution...
2.1.1.1.5. 5. Here's my and my students results...
2.1.1.1.6. 6. Here's the old world vs the new world (myths/trends)
2.1.1.1.7. 7. Here's the solution (step-by-step system in a framework)
2.1.1.1.8. 8. Here's the most common mistakes (do's and don'ts)
2.1.1.1.9. 9. Here's the FIRST thing to do once you finish my program
2.1.1.2. Common Mistakes
2.1.1.2.1. People tell their story too soon
2.1.1.2.2. Talk to audience as if they will never talk to them again = overwhelm
2.1.1.2.3. Keep your energy consistent
2.1.1.2.4. It needs to be as long as it needs to be, but not longer
2.1.2. How to Sell Anything (Video Sales)
2.1.2.1. 1. Here's who I am and what I do...
2.1.2.2. 2. *Have you ever* had any of these challenges...
2.1.2.3. 3. Me too - Here's my story of struggle...
2.1.2.4. 4. Here's my story of finding the solution...
2.1.2.5. 5. Here's my and my students results...
2.1.2.6. 6. Here's WHAT I'm selling today (OVERVIEW)
2.1.2.7. 7. Here's WHY it's great for you (BENEFITS)
2.1.2.7.1. CLARITY
2.1.2.7.2. SHORTEN the Learning Curve
2.1.2.8. 8. Here's WHY it's different... (DISTINCTION)
2.1.2.9. 9. Here's WHY it's a great deal (PRICE JUXTAPOSITION)...
2.1.2.9.1. 10:1 Ratio
2.1.2.10. 10. Here's WHAT ELSE you get... (BONUSES)
2.1.2.10.1. 10:1 Ratio
2.1.2.10.2. 3-4 Bonuses
2.1.2.11. 11. Here's WHY here is no risk... (GUARANTEE)
2.1.2.11.1. 30-Day Money Back
2.1.2.12. 12. Here's why to buy now... (DEADLINE, SCARCITY)
2.1.2.12.1. Evergreen
2.1.2.13. 13. Here's an extra bonus to overcome your #1 objection... (SURPRISE BONUS)
2.1.2.14. 14. Here's why to buy now, again, and the full offer recap
2.1.2.14.1. Your ENERGY should be the HIGHEST at the end!!
2.1.2.14.2. You are EXCITED for them!!
2.1.3. How to Stand Out and Find Customers
2.1.3.1. Claiming Your Expertise
2.1.3.1.1. Framework
2.1.3.1.2. e.g. I help authors, speakers, coaches, and thought leaders discover, share, and monetize their content and advice so that they can earn revenue and make a difference
2.1.3.2. What Makes My Positioning the MOST Valuable?
2.1.3.2.1. 1. Your PERSPECTIVE from results, reporting, role modeling
2.1.3.2.2. 2. How well you SYNTHESIZE and SIMPLIFLY content
2.1.3.2.3. 3. How CONSISTENT you are in the marketplace
2.1.3.2.4. 4. How many PLACES you are in the marketplace
2.1.3.2.5. 5. How many RAVING FANS you have
2.1.3.2.6. 6. How CURRENT your brand feels
2.1.3.2.7. 7. What level of CLIENTELE you work with
2.1.3.2.8. 8. How LONG you've been serving
2.1.3.2.9. 9. Your ENERGY and PASSION
2.1.3.2.10. 10. Your HEART
3. McLaren
3.1. (2) Launch Video Process
3.1.1. PLF = Gold Standard
3.1.2. Four Videos
3.1.2.1. 1. Opportunity
3.1.2.1.1. BIG Vision
3.1.2.1.2. Focus on the End Point = Outcome = It is Possible
3.1.2.2. 2. Transformation
3.1.2.2.1. Success Path
3.1.2.2.2. Very Next Step to Progress = It Is Possible for *Me*
3.1.2.3. 3. Ownership Experience
3.1.2.3.1. The Blueprint = Success Path
3.1.2.3.2. List Major Steps and Milestones
3.1.2.3.3. Also Discuss
3.1.2.4. 4. Sales Video
3.1.2.4.1. How to Execute (Success Path)