T}

THE
E C RE
{S
FRAMEWORKS
MANUAL
Use these proven cheat sheets, templates and swipe files to 10x your business
with less wasted time or frustration

Copyright 2017 The Fletcher Method

BULLETPROOF BUSINESS PLAN
 YOUR BULLETPROOF BUSINESS PLAN
Copyright 2014 The Fletcher Method

Here we are. This is where we make “make it real” by documenting the specific steps you’ll be taking to double your volume of new leads and clients
in 90 days and beyond. Start with 3-year vision for your life and business and then “reverse engineer” the specific goals, strategies and actions
required to get there. Make it stick by creating a new one of these every 90 days and updating your actions every week.

3-YEAR VISION (WHY) 1-YEAR GOALS (WHAT)

90-DAY STRATEGY (HOW) THIS WEEK’S ACTIONS (NOW!)

 Metrics - sales and profit Metrics - sales and profit

Motivation - purpose and feeling

Deliverables - products and pricing
Lifestyle - leverage, balance
Capacity - ability to scale
Structure - team and exit

3 Key Projects
Launch lead magnet

Actionable (Launch!) Facebo ok Ad s Live

Measurable (100 new clients) 3 Sales Calls

The
AVATAR FRAMEWORKS
 THE TARGET MARKET MAKEOVER
Copyright 2016 The Fletcher Method

How to find your ideal target market. Use this framework to ensure that you’re “climbing the right mountain” and creating products
and programs that fill an existing need to a defined group of people that you are passionate about helping.

PERFECT AVATAR

๏ Who would you help for free?

๏ Is there an explicit need?
๏ Think of the long haul (20 years)
๏ Is there search volume?
๏ What do folks tell you you’re good at? Passion
๏ Is the market growing?
๏ What comes easy?
๏ Can you solve it better, cheaper or
faster?

En

h
wt
ga

ro
ge

G
m
๏ How easily can you target online?

ill
Pathway Problem

en

Sk
t
๏ Which social channels dominate?
๏ List interests, experts, publications,
associations and groups verage Rev
enu
ting Le e Gr
owth
M arke

Platform Growth
๏ Can they afford your solution?
๏ Can you be seen as the “go-to” ๏ Whats the size of the niche?
Presence Profit
provider? ๏ Can you quantity the ROI?
๏ How competitive is the niche? ๏ Is there potential for recurring
๏ What messaging is being used in revenue?
the market?
 THE TARGET MARKET EVALUATION TOOL
Copyright 2016 The Fletcher Method

How to find your ideal target market. Use this framework to ensure that you’re “climbing the right mountain” and creating products
and programs that fill an existing need to a defined group of people that you are passionate about helping.

PERFECT AVATAR
NICHE 1 NICHE 2 NICHE 3
Passion

๏ Who would you help for free?

๏ What do folks tell you you’re good at?
๏ What comes easy?

Problem
๏ Is there an explicit need?
๏ Is there search volume?
๏ Is the market growing?
๏ Can you solve it better, cheaper or faster?
Profit
๏ Can they afford your solution?
๏ Whats the size of the niche?
๏ Can you quantity the ROI?
๏ Is there potential for MMR or recurring revenue?

Presence
๏ Can you be seen as the “go-to” provider?
๏ How competitive is the niche?
๏ What messaging is being used in the market?
Pathway
๏ How easily can you target online?
๏ Which social channels dominate?
๏ List interests, experts, publications, associations
and groups
 AVATAR SNAPSHOT
Copyright 2016 The Fletcher Method

While this first step may seem commonplace within marketing training programs, few small businesses properly gain
clarity into their “perfect avatar’s” statistics, behaviors and interests. Doing this sets the stage for developing a powerful
message and position within your marketplace. PERFECT AVATAR

DEMOGRAPHICS (Who they are) DESCRIBE YOUR AVATAR

๏ Name* _________________________________
๏ Gender _________________________________
๏ Age _________________________________
๏ Location _________________________________
๏ Income _________________________________
๏ Marital status _______________

PSYCHOGRAPHICS (What they do)

๏ Social Media Groups _________________________________
๏ Publications _________________________________
๏ Associations _________________________________
๏ Brands _________________________________
๏ Experts (Gurus) _________________________________
๏ Tools (Software) _______________
๏ Activities
๏ Opinions, Behaviors, Events
 AVATAR GOALS GRID
Copyright 2014 The Fletcher Method

This powerful step will make every aspect of your marketing more effective. Seriously. At the end of the day, your clients’
decision to (or not to) take action boils down to their level of pain or desire for pleasure. This exercise addresses both.
Which is why it’s bad to the bone.
PERFECT AVATAR

NOW
PAINS & FRUSTRATIONS GOALS & DESIRES

Body Fat Weight Energy Muscle Mass

_________________________________ _________________________________
Depression Food Bills
_________________________________ Confidence Well-Being
_________________________________
Anxiety Stress
_________________________________ Mental Focus Strength
_________________________________
Time (in the gym)
_________________________________ Speed Performance
_________________________________
_________________________________ _________________________________
_______________ _______________

TOWARD
AWAY

FEARS & IMPLICATIONS DREAMS & ASPIRATIONS

Health Risks
_________________________________ Mobility
_________________________________
Medical Expenses
_________________________________ Longevity
_________________________________
Happiness
_________________________________
Being Alone
_________________________________
_________________________________ Be there for loved ones
_________________________________
_________________________________ _________________________________
_______________ _______________
EVENTUAL
 THE AVATAR CURRENCY CALCULATOR
Copyright 2016 The Fletcher Method

This tool is used to list all the important “currencies” or measures of value. First list your Core Currency - the primary “business you’re in”
from the Avatar Goals Grid. This will be the main category for your business “web design”, personal fitness, etc., and should not change
based on your products or campaigns. Next, list all the currencies your product increases and decreases. Finally, decide which single
currency your avatar wants to solve. And solve it! PERFECT AVATAR

MY CORE CURRENCY IS:

INCREASE Metric + Timeline DECREASE Metric + Timeline

CURRENCIES
 THE AVATAR CURRENCY CALCULATOR
Copyright 2016 The Fletcher Method

This tool is used to list all the important “currencies” or measures of value. First list the primary business you’re in (category): “web
design”, “personal fitness”, etc. Next, list all the currencies your product increases and decreases. Second, add a clear metric and
timeline. Finally, decide which single currency your avatar wants to solve. And solve it!
PERFECT AVATAR

MY CORE BUSINESS WAS Personal Training MY CORE CURRENCY IS NOW Weight loss

INCREASE Metric + Timeline DECREASE Metric + Timeline

CURRENCIES

Under 8% in 30
Body Fat
Energy 2X - 10 days days
Hard to Measure
Weight 10 lbs in 30
Muscle Mass 20 lb. in 90 days days
Depression Hard to Measure
Confidence 10X in 3 weeks
Health Risks Hard to Measure
Well-Being Hard to Measure
Food Bills $200 per month
Mental Focus Hard to Measure
Medical Expenses $200 per month
Strength Double Bench Press lower blood pressure
Stress and corset 25% in
Speed 5K in 22 Minutes 30 days
Anxiety Hard to Measure
Performance 80 Handicap in 20
complete workout
days Time (in the gym) in 10 minutes per
week
THE MILLION DOLLAR MESSAGE
 YOUR MILLION DOLLAR MESSAGE
Copyright 2016 The Fletcher Method

In this step, we need to get specific and narrow down to your Avatar’s strongest frustration, goal and desire.
This will act as the core of your marketing message and drive the creation of your product, campaign and
even your entire business model. MILLION DOLLAR MESSAGE

1 What’s your Avatar’s biggest goal or desire?

๏ Remember the Metric and Timeline

๏ Focus on the big WHY
2 What’s their greatest dream or aspiration? ๏ Be specific and relevant to your target
avatar
๏ Be complimentary when possible
๏ Start with the template before
3 What’s their single largest pain or frustration? improvising

YOUR MILLION DOLLAR MESSAGE

“I help_____________________________acheive/do_____________________________, so they can

_____________________________ without______________________________.”
 YOUR MILLION DOLLAR MESSAGE
Copyright 2016 The Fletcher Method

In this step, we need to get specific and narrow down to your Avatar’s strongest frustration, goal and desire.
This will act as the core of your marketing message and drive the creation of your product, campaign and
even your entire business model. MILLION DOLLAR MESSAGE

1 What’s your Avatar’s biggest goal or desire? Lose weight

๏ Remember the Metric and Timeline
๏ Focus on the big WHY
2 What’s their greatest dream or aspiration? Be Healthy and Happy ๏ Be specific and relevant to your target
avatar
๏ Be complimentary when possible
๏ Start with the template before
3 What’s their single largest pain or frustration? Dieting, eating improvising
flavorless food!

YOUR MILLION DOLLAR MESSAGE

Dedicated mothers Lose up to 20 lbs in 29 days so they can

“I help_____________________________acheive/do_____________________________,

Look at feel their best without______________________________.”

_____________________________ Giving up foods they love
 PROFIT PYRAMID FRAMEWORK
Copyright 2016 The Fletcher Method

Your Value Model should clearly articulate which segment of your target market your product or programs serves. This tool should allow your audience to “self select” and determine
where they are on their journey (and your Signature Solution shows them how you can help them get to the next step). Every Value model should have a currency that matters, clear
steps, symptoms and one key to success for each level

✓ TIP: Start with top/bottom extremes

✓ Are using the PRIMARY CURRENCY
of the Avatar? SYMPTOMS KEYS TO SUCCESS
✓ Are there 4 clear levels with clear
selection criteria?
✓ Do the symptoms reflect Avatar
pains?
✓ Does each level have ONE
actionable (VERB) key to success
4

E RS
TT
MA
AT
TH
CY

2
EN
RR
CU

1
THE
SIGNATURE SOLUTION
 SIGNATURE SOLUTION MILESTONES
Copyright 2014 The Fletcher Method

It’s time to define your unique “Signature Solution”. This will provide significant competitive advantages and
market distinction, as your clients will take great comfort in your unique ability to communicate and deliver the
result they’re looking for. This is the opposite of commoditization, making you a “market of one!” SIGNATURE SOLUTION

TIMELINE

FRUSTRATIONS 1 2 3 DESIRES

A B

Topic

From (Frustrations)

To (Goals)

Unique Name
 YOUR SIGNATURE SOLUTION
Copyright 2016 The Fletcher Method

It’s time to define your unique “Signature Solution”. This will provide significant competitive advantages and market distinction, as your clients will take
great comfort in your unique ability to communicate and deliver the result they’re looking for. This is the opposite of commoditization, making you a
“market of one!” SIGNATURE SOLUTION
Your Signature Solution is Called:

B GOAL
from

7 8 9

to

from to
from
4 5 6

to

to
from
from

1 2 3

to
FRUSTRATIONS A
 FM SIGNATURE SOLUTION
Copyright 2016 The Fletcher Method

It’s time to define your unique “Signature Solution”. This will provide significant competitive advantages and market distinction, as your clients will take
great comfort in your unique ability to communicate and deliver the result they’re looking for. This is the opposite of commoditization, making you a
“market of one!” SIGNATURE SOLUTION
Your Signature System is Called: The Fletcher Method
B DESIRES
TOPIC Facebook Ads Content Marketing SEO

Traffic on Publishing Ranking

Floodgates 7 8 9
demand Powerhouse Rulebook

slot machine /ATM invisible / unmissable complex / simple TRANSFORMATION

(“from x to y”)

TOPIC Sales Funnel

Uphill Selling Lead to
Magnet
from
Conversion Swim Lanes Ultimate Lead
Funnel 4 5 6
Event Funnel Magnet
Automated Army leaky bucket / airtight trickle / flood TRANSFORMATION
(“from x to y”)

to
TOPIC Customer and Market Unique Process Monetization
from

Foundation 1 Avatar 2 Message 3 Offer

anonymous / intimate commonplace unique low pay to leveraged TRANSFORMATION

FRUSTRATIONS A (“from x to y”)
THE ULTIMATE LEAD MAGNET
 One Problem

Positioning

Time-Fr i e n d ly

Inco mplete
Next Step
 THE ULTIMATE LEAD MAGNET
Copyright 2014 The Fletcher Method

Your Ultimate Lead Magnet will serve as your primary tool for generating new subscribers and leads. By definition, this piece of content
should be highly relevant and valuable to your Avatar, while still easy to consume and “advance the conversation” (move them toward
the sale).
LEAD MAGNET

CHOOSE A FORMAT: The [Avatar’s] New Guide STEP-BY-STEP

to [Specific Result]
Without [Stuff They Hate]
๏ Tool kit 1. Outline your content
๏ How to (step-by-step) guide 2. Create, proof and format
๏ E-book 3. Save as PDF (or upload video)
★ Framework milestone 1 transformation
๏ Video ★ Framework milestone 2 transformation
4. Create cover art (Fiverr)
๏ Video series ★ Framework milestone 3 transformation
5. Upload to LeadPages
๏ Cheat sheet ★ Framework milestone 4 transformation
๏ Guide (“home prices in Branson”)
๏ Test, Quiz or Survey
๏ Webinar
๏ Free Trial (software, subscription)
๏ Other:__________________ “I got this quickly without that!”
- Jane Avatar LEAD MAGNET
CHECKLIST

BEST PRACTICES TOOLS TO USE

✓ Specific (27.5 not 30)
✓ New, Breakthrough
๏ Deliver on your Big Promise ๏ Keynote or PowerPoint (videos, e-books, tip sheets) ✓ Ultra-relevant
๏ Break up into “chunks” that follow your ๏ Microsoft Word for e-books ✓ Simple (3 tools not 77)
Delivery Framework ๏ MindMeister to create mind maps ✓ Easy to consume (3 pages)
๏ Deliver great value ๏ ODesk: formatting or design work ✓ Delivers promise!
๏ Position yourself as the expert ๏ LeadPages to create landing pages ✓ Establishes authority
๏ Always advance the sale (CTA)! ๏ Fiverr for cover art ✓ Advances the sale
 THE ULTIMATE LEAD MAGNET
Copyright 2014 The Fletcher Method

The key with your Lead Magnet is to quickly convey the promise of delivering your clients from their pain (Point A) to desired outcome
(Point B). Success here lies in specificity: speaking to one avatar with one promise to one problem in a specific timeframe.
LEAD MAGNET

List 3 title ideas for your Ultimate Lead Magnet:

The [Avatar’s] New Guide ________________________________________________________________

to [Specific Result]
Without [Stuff They Hate] ________________________________________________________________

_________________________
★ Framework milestone 1 transformation
★ Framework milestone 2 transformation
★ Framework milestone 3 transformation
★ Framework milestone 4 transformation
List your 3 promise statements:

“I got this quickly without that!”

________________________________________________________________
- Jane Avatar
________________________________________________________________

_________________________
THE
AUTHORITY AMPLIFIER FRAMEWORK
 AUTHORITY AMPLIFIER
Copyright 2016 The Fletcher Method

The Authority Amplifier serves one critical purpose in your sales funnel: to quickly increase (amplify) the connection and
trust with your audience between the lead magnet and conversion event.
AUTHORITY AMPLIFIER

Traffic

FB PPC

ULTIMATE CONVERSION
LEAD MAGNET EVENT

Webinar
Video Series
Congratulate &Thank Sales Letter
Establish Authority Sales Call

Set Expectations
Walk Through
Stretch the Gap (Signature Solution)
Next Step TOOLS NEEDED
1. iPhone or Screenflow to record video
2. LeadPages to create opt-in and video pages
3. Wistia or YouTube to host videos
THE
PRODUCT LADDER
 YOUR PRODUCT LADDER
Copyright 2015 The Fletcher Method

The fastest way to create exponential increases is sales and profits is implementing an “ascension model”, offering your best clients
the opportunity to receive more value from you at higher prices. Your goal should be to segment your sales funnel into a clearly
defined pathway consisting of “baby steps” for your clients to advance through with less resistance.
PRODUCT LADDER

“5%” PRODUCT

PRODUCT PRICE DETAILS

E
IC

TY
PR
PRODUCT PRICE DETAILS

SI
N
TE

VALUE
IN

PRODUCT PRICE DETAILS

PRODUCT PRICE DETAILS

PRODUCT PRICE DETAILS

 THE PRODUCT LADDER
Copyright 2016 The Fletcher Method

The fastest way to create exponential increases is sales and profits is implementing an “ascension model”, offering your best clients
the opportunity to receive more value from you at higher prices. Your goal should be to segment your sales funnel into a clearly
defined pathway consisting of “baby steps” for your clients to advance through with less resistance.
PRODUCT LADDER

“5%” PRODUCT S
1:1 Coaching R
FFE
Masterminds O
$10,000 + JV

Formats Goals Pricing

HIGH
Membership Increase profits
PRODUCT $997-$10,000
DFY Services Automate
*Recurring
Courses Outsource

E
IC

TY
PR Pricing
Formats Goals

SI
CONVERT Book/Ebook

N
Liquidate traffic $19-$997
TE (CORE PRODUCT)

VALUE
Video Course *Recurring
Qualify customers
Webinars
IN

MAPPING/ Formats Goals Pricing

STRATEGY Consultation Needs development Free - $1000
SESSION Strategy session Generate a client
*Coaching and Consulting

Formats Goals Pricing

NURTURE AND Webinar Increase engagement Free
ENGAGE Launch Sequence Build trust
Case Study Advance the sale

Formats Goals Pricing

ATTRACT AND Cheat Sheets Generate an opt-in Free
CAPTURE Tool Kits Establish Authority
Templates Widen the gap!
 FORMULA

MARKETING FUNNELS 101

 FUNNEL ANATOMY
Copyright 2015 The Fletcher Method

Regardless of the industry or niche you’re marketing to, every sales funnel has these four core elements: A traffic source to
generate awareness and interest (get the click), a lead magnet to generate the opt-in (or sale), Authority Amplifier to increase
engagement, trust and provide context, and a Conversion Event to generate the sale.
ONE PAGE FUNNEL

FOUNDATION FLOODGATES FUNNEL PAGES

ULTIMATE AUTHORITY CONVERSION

AVATAR MESSAGE OFFER
LEAD MAGNET AMPLIFIER EVENT
EMAIL
TRAFFIC
SWIM LANES

SOURCE

People Avatar Scalable PPC (Facebook Cheat sheet Webinar

Training video
Problem Currency Measurable Ads, Google Template Strategy call
Video sales letter
Profit Metric ROI LinkedIn, Twitter) Case Study Live event
Software demo
Presence Timeline Recurring Website traffic Video Virtual event
Case study
Pathway MDM! Leveraged Email traffic Free trial (software) In-person consult
Pre-webinar training
Currency Content Free trial (membership) Shopping cart (VSL)
marketing Coupon
Offline marketing Quiz or survey
Referral traffic Contest
Checklist
Event ticket
Free book/ e-book
Webinar
 THE ONE PAGE FUNNEL
Copyright 2015 The Fletcher Method

This proven funnel schematic leverages the 5 “swim lanes” or communication modes to drive prospects through your funnel with
more efficiency and velocity. This approach ensures that your prospects get exposed to the right message in the right place at
the right time. This system is simple to comprehend and launch quickly.
ONE PAGE FUNNEL

ADS RTG RTG RTG RTG

AD AD AD AD

EMAIL

EMAIL
5 SWIM LANES

TRAFFIC PAGES
SOURCE

LEAD AUTHORITY CONVERSION

EVENT VIDEO 2
MAGNET AMPLIFIER

OUTREACH

OFFLINE
 5 MINUTE FUNNEL FINDER
Copyright 2015 The Fletcher Method

For nearly every industry, business model or niche, chances are that one, if not several people have spent countless hours and
dollars testing marketing funnels to find out what works. The good news is that you get to skip these trials and tribulations and
start with a funnel that’s already been proven to work for your product or business.
ONE PAGE FUNNEL

LIQUID LOCAL C.A.C. QUIZ WEBINAR EVERGREEN LAUNCH

FUNNEL FUNNEL FUNNEL FUNNEL FUNNEL FUNNEL

EMAIL Technical Level Easy Easy Moderate Moderate Advanced Advanced

Time and expertise
required to launch

Offer Pricing $0-$97 $0-$20k $1500-$20K - All - $500-$1500 $500-$2500

Price of the front-
end product

Business Models Profesional Services Coaching

Books/E-books - All - Online Training Online Training
(Doctors, Lawyers, Chiro) (Business and Consumer)
Products or niches
with proven track
Health and Fitness Agencies Membership sites Membership sites
record of rapid Apps and Games
(Gyms, Martial arts, Spas) (Business and Consumer)
scale using these
funnels Coaching Coaching
Food & Entertainment Consulting (Business and Consumer) (Business and Consumer)
Trial products (Business and Consumer)
(Dining, Bars, Venues )
Agencies Agencies
E-commerce Ecommerce (Business and Consumer) (Business and Consumer)

Consulting Consulting
SaaS (Business and Consumer) (Business and Consumer)
 THE LIQUID FUNNEL
Copyright 2015 The Fletcher Method

The Liquid Funnel should be used to recover or “liquidate” the cost of advertising, while creating a new buyer (customer). This
funnel is great for low priced ($0-$97) offers. Up-sells should increase the average order value by 3-4X. This is also a great
funnel to add to the front end of already-successful mid-high end funnels (webinars, C.A.C and evergreen launch funnels).
ONE PAGE FUNNEL

ADS RTG RTG RTG RTG RTG

AD AD AD AD AD

EMAIL
EMAIL
SWIM LANES

UPSELL UPSELL

OPTIN PAGE AUTHORITY ORDER FORM

AMPLIFIER

TRAFFIC
SOURCE

DOWNSELL DOWNSELL

PAGES
 THE LIQUID FUNNEL (NO OPTIN)
Copyright 2015 The Fletcher Method

The Liquid Funnel should be used to recover or “liquidate” the cost of advertising, while creating a new buyer (customer). This
funnel is great for low priced ($0-$97) offers. Up-sells should increase the average order value by 3-4X. This is also a great
funnel to add to the front end of already-successful mid-high end funnels (webinars, C.A.C and evergreen launch funnels).
ONE PAGE FUNNEL

ADS RTG RTG RTG RTG

AD AD AD AD

EMAIL
EMAIL
SWIM LANES

UPSELL UPSELL

AUTHORITY ORDER FORM

AMPLIFIER

TRAFFIC
SOURCE

DOWNSELL DOWNSELL

PAGES
 THE LOCAL FUNNEL
Copyright 2015 The Fletcher Method

This funnel is a proven sequence for driving prospects and customers to a local offer. This includes retail, services (legal,
accounting, financial), health and fitness and entertainment. This is similar to the C.A.C funnel, except with local, the key is to
create awareness with a free or low cost “irresistible offer” and let the funnel do the work. The key to success with this funnel is
you have to know your numbers! ONE PAGE FUNNEL

ADS RTG RTG RTG RTG

AD AD AD AD

EMAIL EMAIL
SWIM LANES

OPTIN PAGE AUTHORITY PROSPECT PURCHASE

AMPLIFIER FILTER

TRAFFIC
SOURCE

PAGES
 THE C.A.C. FUNNEL
Copyright 2015 The Fletcher Method

This is the go-to funnel for coaches, agencies, consultants and SaaS companies. If your business model involves human
interaction to acquire new clients (in-person, phone or web sales) this is the funnel for you. This funnel is simple to set up and
has a great deal of “forgiveness” built-in, as a moderately effective advertising strategy and content can produce a great ROI.
This funnel works best if your offer pricing is $1500-$20K+. ONE PAGE FUNNEL

ADS RTG RTG RTG RTG RTG

AD AD AD AD AD

EMAIL

EMAIL AUTHORITY PROSPECT

OPTIN PAGE FASTRACK NEW
SWIM LANES

AMPLIFIER FILTER CALL CLIENT

TRAFFIC
SOURCE

PAGES

Signature Solution Series Paid Strategy Session

 THE WEBINAR FUNNEL
Copyright 2015 The Fletcher Method

The webinar funnel is a very effective model for generating predictable sales on autopilot. This works great for those selling
courses, memberships or coaching programs. I recommend that you only attempt to automate webinars after conducting ten
or more live sessions with a desirable conversion rate 10%+, depending on your pricing.
WINNING WEBINARS

3 days 4 days
Ads >

Email >

Pages >
SWIM LANES

LEAD AA- WEBINAR WEBINAR PRE-WEBINAR LIVE WEBINAR CLOSING ORDER/ LEAD
MAGNET REGISTRATION CONFIRMATION TRAINING WEBINAR REPLAY SEQUENCE FORM

SIGN UP! SHOW UP! PAY UP!

 THE QUIZ FUNNEL
Copyright 2015 The Fletcher Method

The power of this funnel lies in relevance and segmentation. If your business model involves delivery of products based on
clearly segmented client categories, the Quiz Funnel can work like a charm. As a result of increased relevance, these funnels
can produce 2-3X greater conversion rates than their linear counterparts.
ONE PAGE FUNNEL

ADS RTG RTG RTG RTG RTG

AD AD AD AD AD

EMAIL
EMAIL
SWIM LANES

PROSPECT
QUIZ HOME FASTRACK NEW
FILTER
PAGE CALL CLIENT
OPTIN PAGE
Copy that sells the
TRAFFIC benefits of taking
SOURCE the quiz

PAGES

Authority
Amplifier

Paid Strategy Session

 THE EVERGREEN LAUNCH FUNNEL
Copyright 2015 The Fletcher Method

Made famous by Jeff Walker, the Launch strategy is still among the most effective funnels for selling mid-priced products and
programs. The core of this model is to create a “sideways sales letter” - delivering content (usually using simple screen-share
or live videos) over a period of 5-10 days. This model should be used only after generating a positive ROI with more simple
funnels (webinar or C.A.C funnels). ONE PAGE FUNNEL

ADS RTG RTG RTG RTG RTG RTG

AD AD AD AD AD AD
EMAIL
5 SWIM LANES

EMAIL

OPTIN PAGE VIDEO ONE VIDEO TWO VIDEO THREE VIDEO FOUR ORDER FORM

TRAFFIC
SOURCE

PAGES
“WHY” “HOW YOU CAN” “HOW I DID IT” “ACTION”
(BIG OPPORTUNITY) (FRAMEWORK) (PROOF) (OWNERSHIP)
 FUNNEL LINKING
Copyright 2015 The Fletcher Method

Once (and only after) you achieve positive ROI for one funnel using the funnel finder to launch the best funnel for your skill level
and business model, you can generate tremendous revenue and growth through “funnel linking” or running two or more funnels
in sequence. Using this technique almost always produces an exponential increase in LTV (lifetime value of a client).
ONE PAGE FUNNEL

C.A.C. Filter qualified prospects into

coaching agency or consulting
FUNNEL programs using direct sales

Create a profit, build core

EMAIL WEBINAR business or filter for high end
5 SWIM LANES

FUNNEL products and programs

Downsell

Generate a customer and

LIQUID finance lead generation - can
FUNNEL be at or below break-even

Downsell
 FUNNEL STACKING
Copyright 2015 The Fletcher Method

Funnel stacking is an effective strategy for re-activating leads who are stuck in some part of your funnel(s). Once you have a
single funnel that’s performing at a positive ROI, you can “stack” each phase of the funnel with additional content. Use more
lead magnets to increase engagement and conversion events to increase sales.
ONE PAGE FUNNEL

LEAD AUTHORITY
CONVERSION EVENTS
MAGNETS AMPLIFIERS

Evergreen Launch
OPTIN PAGE

EMAIL
5 SWIM LANES

Webinar Funnel
NEW
OPTIN PAGE CLIENT

Closing Sequence
Webinar Replay

C.A.C Funnel
PROSPECT
OPTIN PAGE FILTER FASTRACK
CALL
WINNING WEBINAR FRAMEWORKS
 PRE-WEBINAR PLANNER
Copyright 2015 The Fletcher Method

A little research goes a long way, and webinars are no exception. Use this Pre-Webinar planner to ensure you have crystal clear
understanding of your audience’s goals frustrations, objections and mindset. This research will greatly increase the conversion
rate of your webinar.
WINNING WEBINARS
Webinar Title: Product Description and Pricing:

FRICTION SOLUTION

What are their fears and frustrations?

How can you quantify the ROI for them (be specific)

What do they need to believe about you?

What do they need to believe about the product?

What do they need to believe about themselves?

What are their top objections:

 WINNING WEBINAR TEMPLATE
Copyright 2015 The Fletcher Method

This is the ultimate framework for an extremely engaging and effective webinar. If you follow this format, expect conversion rates of
up to 10-30% (for live webinars). There are 6 main phases to captivate, educate and motivate your audience take action. Each
bullet represents a “slide” in your webinar (use this along with my done-for-you slide template). WINNING WEBINARS
1 Frame 2 Teach 3 Shift
5 Mins 30 Mins 5 Mins

Grab immediate attention with specific currency, This is where you provide value and show Make a natural transition from teaching to selling
metric and timeline. Show why they should trust you, them the three core steps required for (the webinar shows what to do, your products or
why this is different, simple and relevant to them, and success (what, not how). programs show how you can help them get results
why they should stay until the end! in their life or business).
๏ Promise: measurable outcome
๏ Promise: measurable outcome

{
๏ Problems: 3 main obstacles ๏ Review: 3 main problems (from > to)
๏ Difference: disrupt conventional thinking
๏ Transformation: metaphor ๏ Seed: how will you get these results?
๏ Is this for me?: relevant to them
๏ Model: show them a framework ๏ Two options: DIY or with you
๏ 3 main problems: core struggles 3 ๏ Steps: break it down (what not how) ๏ Promise: your solution or program
๏
๏
Story: yours or client’s struggle
Discovery: the secret solution you’ve found
X ๏ Proof: real results (yours or clients) ๏ Takeaway - who it’s not for!
๏ Decision: the old way or new way? ๏ Ask - can I show you how I can help?
๏ Interaction: ask their biggest frustration
๏ Ask: what's your #1 takeaway?
๏ Stay: bonus for staying until the end

EDUCATE

4 SELL 5 Show 6 Ask

10 Mins 5 Mins 5 Mins

You need to sell your product. Don’t shy away from this Welcome aboard new clients with a bang - show them This is often where you’ll get the most sales.
simple truth. If you’re passionate about the results, it’s the awesomeness that awaits! Show those on the fence Restate top objections as questions. Most people
your role to motivate them to make a change! why they shouldn’t miss out. don’t buy because they don’t think it applies to them
or believe they can achieve results.

๏ Product tour: feature and why it matters ๏ Welcome: Show them next steps
๏ Objections: relevant to me, achievable
๏ Value stack: list the real itemized value ๏ Congratulate individuals by name
๏ On the fence - address main concerns
๏ Normal price: show list price (on your site) ๏ Do a tour of product or process (screen)
๏ Restate offer and risk reversal
๏ Webinar price: should be 30-50% off ๏ Re-sell the value: clear and simple
๏ Remind them of alternatives
๏ Urgency: bonus to buy now (qty. or time) ๏ Speed: show them their first win!
๏ Challenge them to make a change
๏ Call to action: logic and ROI analysis ๏ Proof: examples of clients’ results
๏ Guarantee: strong risk reversal policy
๏ Call to action: future pacing vs inaction

MOTIVATE!
 WEBINAR SLIDE TEMPLATE
Copyright 2015 The Fletcher Method

Use this “fill in the blank” template to quickly create your Winning Webinar. All you need to do is add compelling
images, customize to match your brand and add your speakers notes. This will save you hours of hard work.
WINNING WEBINARS
 WINNING WEBINAR FUNNEL
Copyright 2015 The Fletcher Method

This proven funnel schematic leverages the 5 “swim lanes” or communication modes to drive prospects through your funnel
with more efficiency and velocity. This approach ensures that your prospects get exposed to the right message in the right
place at the right time. This system is simple to comprehend and launch quickly.
WINNING WEBINARS
3 days 4 days
Ads >

Email >

Pages >

LEAD AA- WEBINAR WEBINAR PRE-WEBINAR LIVE WEBINAR CLOSING ORDER/ LEAD
MAGNET REGISTRATION CONFIRMATION TRAINING WEBINAR REPLAY SEQUENCE FORM

★ Must solve one ★ Resell value and ★ 5-20 Min. video ★ Best times: ★ Send replay to ★ 3-5 day “close cart” ★ Multiple
problem of ★ Congratulate add to calendar! to provide M,T,TH both payment
Signature System ★ Welcome ★ Email value 10:00AM or
sequence - must have close!
options
★ Formats: ★ Walk Through confirmation and ★ Should relate to
attendees and ★ Email program overview
the Lead
5:00PM (pst) non-attendees ★ Use countdown timer if ★ Recommend
checklist or cheat resell benefits, webinar, help ★ Use Winning ★ Include SamCart
sheet Magnet drive to pre- them “hit the possible!
Webinar webinar ★ Testimonials or case study ★ Testimonials
★ Use O.P.T.I.N ★ Stretch the webinar training ground
Gap!
Template transcript ★ FAQ’s (video preferred) ★ Remove
Framework ★ Email: day running” ★ Test software unnecessary
★ Landing page ★ Drive to ★ Remove ★ Sample or bonus content
before, morning ★ Provide mind ★ Use good mic fields
must have webinar of, 1 hour and 15 map, template
player ★ Use countdown timer if
★ Always record controls ★ Guarantee
promise and mins before or checklist possible!
webinar… ★ Delay offer ★ Retarget closing content via ★ Strong
METRIC webinar ★ Create and ★ Automate promise and
★ Must have (button) facebook ads
★ Use SMS “open loop” after running payoff
branding, contact reminders ★ *Second PWC 10 webinars
info and privacy whenever (FAQ’s) at 10%
policy possible ★ Drive to share! conversions!

SIGN UP! SHOW UP! PAY UP!

 WEBINAR FUNNEL PLANNER
Copyright 2015 The Fletcher Method

Use this framework to map out your webinar funnel and strategy. Be sure to include urls and/or notes for your funnel’s pages,
email and advertising strategies. Lastly, don’t forget to stay on top of your webinar ROI by adding metrics for each step of your
funnel.
WINNING WEBINARS
SIGN UP! SHOW UP! PAY UP!

LEAD AA- WEBINAR WEBINAR PRE-WEBINAR LIVE WEBINAR CLOSING ORDER/ LEAD
MAGNET REGISTRATION CONFIRMATION TRAINING WEBINAR REPLAY SEQUENCE FORM
PAGES

url
EMAIL
ADS

KNOW YOUR NUMBERS

COST METRIC
VALUE
 WEBINAR METRICS MULTIPLIER
Copyright 2015 The Fletcher Method

This proven funnel schematic leverages the 5 “swim lanes” or communication modes to drive prospects through your funnel
with more efficiency and velocity. This approach ensures that your prospects get exposed to the right message in the right
place at the right time. This system is simple to comprehend and launch quickly.
WINNING WEBINARS
Ad Spend: $1000 Revenue: $4000

GOALS Pageview Lead Registered Attended View Cart Purchase

CTR

Facebook Ad

KEY LEAD MAGNET AA WEBINAR LIVE ORDER/ LEAD ORDER

METRICS OPTIN PAGE (THANK YOU) CONFIRMATION WEBINAR FORM CONFIRMATION

Metric Click Lead Registration Attendee Cart View Customer

Rate N/A 30% 40% 40% N/A 8%

1000 120 48 N/A 4

Volume 300

Cost $1.00 $3.34 $8.34 $20.83 N/A $250

Value $4.00 $13.00 $33.00 $83.00 N/A $1000

$3000
ROI
300%
SIGN UP! SHOW UP! PAY UP!
 WINNING WEBINAR FUNNEL
Copyright 2015 The Fletcher Method

LEAD MAGNET OPTIN

WINNING WEBINARS

Eliminate all distractions and links

Consistant image Clear payoff

It’s important to keep the

“scent of information”
consistent using the same
images, branding (colors
and fonts) and promise as
your ad.

It’s also to provide a clear Actionable CTA

promise and eliminate all
options except the one call-
to-action.

Compliance info
 WINNING WEBINAR FUNNEL
Copyright 2015 The Fletcher Method

LEAD MAGNET OPTIN

WINNING WEBINARS

It’s important to keep the

“scent of information”
consistent using the same
images, branding (colors
and fonts) and promise as Restate promise
your ad.

It’s also to provide a clear

promise and eliminate all
options except the one call-
to-action. Minimum fields

Action verb CTA

 WINNING WEBINAR FUNNEL
Copyright 2015 The Fletcher Method

AUTHORITY AMPLIFIER
WINNING WEBINARS

Restate promise

It’s important to keep the

“scent of information”
consistent using the same
images, branding (colors
and fonts) and promise as
your ad.
A.A. video
It’s also to provide a clear
promise and eliminate all
options except the one call-
to-action.

Webinar opt-in
 WINNING WEBINAR FUNNEL
Copyright 2015 The Fletcher Method

WEBINAR REGISTRATION
WINNING WEBINARS

Strong promise

Above the fold opt-in

Social proof

Connection
Benefits

Scarcity

Second opt-in
 WINNING WEBINAR FUNNEL
Copyright 2015 The Fletcher Method

WEBINAR CONFIRMATION
WINNING WEBINARS

Watch video

Show up video

Event details

Connection

Calendar

Compliance
 WINNING WEBINAR FUNNEL
Copyright 2015 The Fletcher Method

PRE-WEBINAR TRAINING
WINNING WEBINARS

Watch video

Deliver framework

Connection

Download
 WINNING WEBINAR FUNNEL
Copyright 2015 The Fletcher Method

WEBINAR REPLAY
WINNING WEBINARS

Scarcity

No player controls

CTA
 WINNING WEBINAR FUNNEL
Copyright 2015 The Fletcher Method

SHOPPING CART
WINNING WEBINARS
Contact info

Risk reversal

Minimal fields
Benefits

Multiple methods

Proof

Terms/ CTA Trust icons

 5P EMAILFRAMEWORK
5P EMAIL FRAMEWORK

Copyright 2015 The Fletcher Method

Save yourself countless hours of frustration with this extremely effective and proven copy sequence. Address the problems
and pains your clients are experiencing now, and the promise of a better life or business your solution provides. Next, you’ll
demonstrate specific proof (results), foster interaction and make them an “offer they can’t refuse.”
WINNING WEBINARS

PROBLEM PROMISE PROOF PING PROMOTION

MAKE THEM THINK

Describe the pains and Reveal what life will be Real story of yourself or Create an interactive Foster a sense of urgency
frustrations of their like once they utilize your your clients with specific discussion by requesting and fear of loss by
current situation and the Transformation and tangible results. feedback or asking a compelling them to act now.
cost of not taking action. Framework (Point B): Make it real! question. Make a personal challenge
desires and aspirations. to them!

MAKE THEM FEEL

Empathy: “that’s me” Sigh of relief Trust 1:1 personal Fear of loss
Increased need to Clear path to their goals Social proof communication Urgency
change Confidence Authority Opinion matters Risk reversal
Community “Not too difficult” Reciprocity Scarcity

MAKE THEM ACT

What should they click, watch, share, download, call, purchase? And WHY SHOULD THEY?
 RETARGETING ROADMAP
RETARGETING ROADMAP
Copyright 2015 The Fletcher Method

This goal of this framework is to get you up and running quickly with retargeting so you can achieve “micro-celebrity” status
within your target market. By applying this strategy you’ll launch the consistent messaging and branding required to quickly
become the clear authority in your niche. This will accelerate sales and increase ROI.

TRACKING CONVERSION KEY

RETARGETING SEGMENTED EFFECTIVE
CODE GOALS METRICS
LISTS CAMPAIGNS ADS

Run campaigns based Create at least two ads Use your Campaign
Place simple Set up goals for each Create lists of
on a single goal and for each campaign Dashboard to measure
Javascript snippet on URL in your funnel that segments for user
platform: “Facebook and split test for key metrics including
your website or signifies completion of groups within a
newsfeed webinar performance. Be sure impressions, view-
landing pages. This a desired outcome defined stage of your
registrations”, “Google to use consistent through-conversions
will “cookie” all (thank you page after funnel: “people who
display lead magnet branding and (VTC), click-through
visitors to your site download, lead form opted in for lead
optins…” messaging with a conversions (CTC)
for retargeting or product purchase). magnet but didn’t
strong call to action
register for
webinar…”

★ Be sure to include ★ Be sure to use the ★ Create a retargeting ★ Be sure to include only ★ CLICK HERE for ★ Troubleshoot or
code on all landing wildcats “*” asterisk list for every url in the specific retargeting Facebook and eliminate poor
pages (Leadpages, at the end of goal your funnel. lists (prospects) in each display ad specs. performing campaign
Clickfunnels, etc.) URLs ★ Use clear naming phase of your sales ★ Use Photoshop and ads
★ For WordPress ★ Add an estimated for your lists funnel Elements of ★ Block under-performing
sites, use the revenue value for “Visited lead ★ Use at least 2 ads for fiverr.com to create (websites)
“header and footer” each conversion magnet option each campaign ads ★ Place greater value on
plugin goal page” ★ Start with a low budget ★ Facebook ad ideas “clicks” vs. “views”
★ Display ad ideas
 FACEBOOK ADS QUICKSTART
The TM
ONE DAY
 One Day
FACEBOOK ADS QUICKSTART
Copyright 2015 The Fletcher Method

Use this one page framework to setup your Facebook Advertising account the right way, so you can
quickly launch and scale your first successful ad campaign in one day or less! FACEBOOK ADS QUICKSTART

1 RECON 2 FUNNEL 3 SETUP

Foundation Find Your Funnel Metrics Matrix Account Setup
Use the 5 Minute Funnel Know your numbers Business Account Setup
Avatar, Million Dollar Message Finder to find your ONE before you spend a
and Signature Solution Funnel to start with dollar on ads! Pixels
5P email sequence Install on all pages (or site-wide)
Research
Landing Pages
Using Audience Insights for Recon: Goals
Interests, Experts and Brands Consistent design + style
Use standard events (or custom
Message - call out avatar with promise, conversions) to track goal steps in funnel
Swipe currency metric, timeline
Create a FB Campaign Swipe File (Evernote) Image of the cheat sheet or framework, same Audiences
as ad! Create Custom Audiences for each step in
Look at ads with social proof: time = money funnel (be sure to specify timeframe)
Compliance: TOS, Branding, Contact Info

GET READY

4 LAUNCH 5 SCALE! TOOLS

Training from
Campaigns Attribution Window: Measurement Scaling Methods Facebook
One Day Click Dashboard: Funnel
Objective: Website Conversions Ad Set Scaling: Wait Facebook’s
View Advertising Policies
Ads 3-5 days, LISC
Ad Sets Key Metrics:
Strategy Pixel Helper Chrome
Image: Cheat sheet CTR: 3%
Placements: Mobile and Desktop Feeds, One
or framework Audience Scaling: AdEspresso
placement per ad set CPC: $1-2
CPL: $1-5 Lookalikes, Locations ClickFunnels
Copy: Call out avatar
Budget: Each ad set budget should be 5-10X your and Interests
Ask question CPREG: $3-7
target conversions per day (5 leads - +/- $25) Promise with MDM ActiveCampaign
Relevance: 7-10 Bid Scaling: Manual
Headline with action Frequency: <1.5
Audience: Interests (People, Products, Ad Scaling: Images, copy, Interests spreadsheet
verb
Publications) Retargeting ad types, placements
Use single permalink and Campaign Scaling
5 P Strategy,
manage social proof! Campaign Goal Scaling Dashboard
Audience Size:100K-1M (50K+ for local) “These not Those”

GET SET GROW!

 THE
ADVERTISING METRICS MATRIX
Copyright 2015 The Fletcher Method

The primary “Golden Rule” of success with paid advertising is “know your numbers before you
spend a single dollar on paid ads.”

FACEBOOK ADS QUICKSTART

PIXELS
AUDIENCES - WCA
AUDIENCES - LOOKALIKE

GOALS

AUTHORITY PROSPECT
OPTIN PAGE FASTRACK NEW
AMPLIFIER FILTER CALL CLIENT
TRAFFIC
SOURCE

EMAIL
FUNNEL STEPS

OPT-IN THANK YOU CALENDAR STRATEGY SIGNUP

AD
PAGE PAGE PAGE SESSION PAGE

BASELINE METRICS (conversion rate) 30-40% 5% 25%

ACV: $3K-$50K
CTR: 3% VPL: VPSS x .05 VPSS: ACV x .25 annual customer value
METRICS

value per lead value strategy session CAC: $200-$1000

CPC: $1-$2
Relevance: 7+ CPL: $1-$5 CPSS $50-$200 customer acquisition cost
(cost per click) N/A
cost per lead cost per strategy Session
LTV: 1-3X ACV
Frequency: <1.5 lifetime customer value
CPREG: $3-$7
cost per registration ROAS: Revenue-Ad Spend
return on ad spend

VPL: $125 VPSS: $2,500 ACV: $10,000

YOUR METRICS $1,000
CPL: $12.5 CPSS: $250 CAC:
 THE
PERFECT AD TEMPLATE
Copyright 2015 The Fletcher Method

This simple “short copy format” template has been tested and proven to generate countless leads,
webinar signups and strategy sessions across multiple industries, both B2B and B2C. FACEBOOK ADS QUICKSTART

PAGE THUMBNAIL TOP AD CONCEPTS

Should reflect authority,
relevance, brand “[AWESOME] WITHOUT
consistency and personal [ REALLY BAD]”
engagement.
[Call Out The Avatar] Ask engaging question around problem?
AD TEXT
Call out the avatar (or Promise + metric + timeline: “Get____ in____ without____”
with case study), Ask
engaging question related “ONE THING EVERY [AVATAR]
to problem and deliver NEEDS TO GET [RESULT]”
promise in MDM format

AD IMAGE

Use the image of the

exact lead magnet (cheat
sheet, template or “X STEPS FROM A
checklist) - show them [AVATAR] TO B IN [X TIME]”
what they will get. Do not
use stock photos or
photos of you!

HEADLINE
Start with and action
verb and “what they’ll
get” - great to bundle Action Verb With Specific Deliverables FACEBOOK AD
lead magnet with SPECS
conversion event!
1. Ad dimensions 1200 x 628 px
SOCIAL PROOF 2. Use Photoshop or Canva
Use same post ID and 3. Can also use Facebook images
actively manage 4. Royalty-Free Images
comments!
 AUTHORITY
ENGINE
AUTHORITY ENGINE FRAMEWORK
Copyright 2014 The Fletcher Method

Yes, there’s a lot happening on this page. That’s because it contains everything you need to launch a high-
converting website.
Dallas Bankruptcy Lawyers
Hello Bar >> CTA
REACH ELEMENTS schedule a meeting:
THE TOOL KIT
nav | action | action
(800) 555-5555
✓ Keywords in page titles and content ๏ Genesis Framework-studiopress.com
✓ Map and exact match NAP (name, ๏ WP Engine or Bluehost
“Jim quickly helped me get a fresh financial
address, phone) on every page of the site start without stress or embarrassment” ๏ Yoast SEO and Local SEO Plugins
✓ Use WordPress with responsive (mobile- ๏ Yoast Google Analytics Plugin
CTA
friendly) theme ๏ CallRail tracking phone numbers
๏ Opt-in Monster Plugin
ENGAGEMENT ELEMENTS Trust Icons
๏ W3 Total Cache Plugin (speed)
✓ Clear USP, Ideally as a testimonial ๏ Gravity Forms (if not using email)
✓ Clear minimal navigation ๏ Akismet (anti-spam)
Your bio and actual photo or video, never stock
✓ Focus on your avatar, not your business images. You must greet them! ๏ Dig Digg social sharing bar
✓ Us at least 4 trust icons (awards & badges) ๏ Olark live chat
✓ Testimonials for social proof and trust
✓ Social media sharing toolbar
Ultimate Lead Magnet: easy to
CTA consume but advances the sale
CONVERSION ELEMENTS OPTIONAL TOOLS

✓ Hello Bar (WordPress plugin) ๏ 99 Designs- for custom WP theme

Business Name Landing Page 1
✓ Tracking phone number with CTA Exact Address Landing Page 2 ๏ Odesk- Hire a Genesis developer
✓ Strong CTA above-the-fold City, ST 00000 Landing Page 3 Live Chat or
(714) 888-9292 Landing Page 4 ๏ WP Curve (WordPress fixes)
Opt-in
✓ Ultimate Lead Magnet with CTA ๏ OptimizePress (landing pages)
✓ Live chat or Opt-in box
privacy | terms of use | contact
 CONTENT MARKETING FRAMEWORK PUBLISHING
Copyright 2014 The Fletcher Method
POWERHOUSE
This simple 6-step process can quickly produces exponential increases in the visibility, traffic and leads generated from
your content marketing efforts. The key here is to create high quality content in multiple formats and deliver that content to
your audience where they’re hanging out online, time and time again.

Mapping Production Publication

Syndication Recycling Measurement

 THE CONTENT MARKETING ROADMAP PUBLISHING
Copyright 2014 The Fletcher Method
POWERHOUSE
Think of your Content Marketing Roadmap as a simple tool for capturing your Avatar’s every question, concern and
topic of interest related to the solution(s) your business provides. Once complete, your Roadmap will serve as the
central hub from which content gets created. If done right, no can defend.

TOPICS/
PRODUCTS/
TIMELINE

TARGET
KEYWORDS

HOW TO

FAQ’s

MISTAKES
TO AVOID

TOP 10
LISTS

CASE
STUDIES

REVIEWS

CURATED
NEWS
BEST OF
 ANATOMY OF A PERFECT BLOG POST PUBLISHING
Copyright 2014 The Fletcher Method
POWERHOUSE
Nothing can be more frustrating for a blogger than being stopped dead in your tracks by the dreaded “blank white
screen.” To speed up the writing process, I recommend using this blog post template. This is a simple outline that
contains each of elements every blog post should include.

Headline: Your headline should grab your readers’ attention and make them feel like
skipping your article could be one of the worst decisions they’ve ever made! Your
headlines should contain a specific promise, spark curiosity or even controversy.

Introduction: This is where you “frame the conversation” of your blog by stating the
problems your article will solve for the reader, point out the risks of not taking action, 1 Headline That Stands Out!
and foreshadow the promise/solution your article will reveal. Introduction that
reveals the problem
Body Section: Outline the steps, points, arguments of your article in clear concise 2 and risk, and previews 4
the promise of a
fashion. Use short paragraphs, clear headings and bullet points whenever possible. solution to follow
Readers will scan your article for these before investing the time to read your content.
Image that supports
3 article
Body section that clearly explains specific
Supporting Graphic: Countless studies have revealed the effectiveness of using steps or insights into your solution. Use
photos and graphics in all forms of media. Use a photo or image in every blog post. bulleted or numbered lists for easy readability:
Ensure the photo is relevant to the article. Use Creative Commons, Free Range or Stock Headings That Break Up Content
Vault Step one
Step two
Summary: This is your opportunity to leave your readers with a “take-away” and secure Step three
your position of authority by listing additional resources for those readers looking to dig 5 Summary That Completes Your Idea
Your summary should repeat the main
more deeply into the topic of your article. This is also a great way to convey “social “takeaways” in condensed format and should
proof” by demonstrating your track record of dealing with this topic. build social proof. Include additional resources
here.
Call to Action: Every blog post you write should have a clear goal, or “next step” you 6 Call to Action and Next Steps
intend the reader to take. This could be to download an e-book, subscribe to your Tell the reader exactly what to do next: call, opt
in, or click to another page.
mailing list or contact you. It’s important to tell your reader exactly what you want them
to do and how to do it.
 CREATE YOUR OWN PERFECT BLOG PUBLISHING
Copyright 2014 The Fletcher Method
POWERHOUSE
Now it’s your turn! Select an topic from your Content Roadmap and choose your headline, introduction and body
section (bullet points will do). Next, sketch a graphic, summary with “social proof” and strong call to action:

Headline: ________________________________________________________

Introduction:
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________ 1 Headline That Stands Out!
_________________________________________________________
Introduction that
reveals the problem
Body Section: 2 and risk, and previews 4
1)___________________________________________________________________2)__ the promise of a
_________________________________________________________________3)______ solution to follow
_____________________________________________________________ Image that supports
3 article
Body section that clearly explains specific
Supporting Graphic: steps or insights into your solution. Use
bulleted or numbered lists for easy readability:

Headings That Break Up Content

Step one
Step two
Step three
5 Summary That Completes Your Idea
Your summary should repeat the main
Summary: “takeaways” in condensed format and should
_________________________________________________________________________ build social proof. Include additional resources
here.
_________________________________________________________________________
_____________________________________________________________ 6 Call to Action and Next Steps
Tell the reader exactly what to do next: call, opt
in, or click to another page.
Call to Action:
_________________________________________________________________________
_________________________________________________________________
 AWESOME BLOG POST HEADLINES PUBLISHING
Copyright 2014 The Fletcher Method
POWERHOUSE
Now that you have an unlimited reservoir of blog topics and you know how to quickly write perfect blog posts every
time, all you need is a list of proven attention-grabbing headlines. Thanks to Digital Marketer, here ya go:

GAIN HEADLINES THREAT HEADLINES

• Where [desired result] Is And How To Get It • Do You Recognize the [number] Early Warning Signs of [blank]?
• Discover The [desired result] Secret • If You Don’t [blank] Now, You’ll Hate Yourself Later
• [blank] Your Way To A [desired result] You • I've Lied to You for [time period] Now
• To People That Want To [desired result] But Can’t Get Started • The Biggest Lie In [your industry]
• You, a [desired result] • X Shocking Mistakes Killing Your [blank]
• Stop [undesired result] • Don’t Try [blank] Without [desired action] First
• You Too Can [desired result] in [time period] with [blank] • [blank] May Be Dangerous To [something precious]
• How To Become [desired result] When You [something challenging] • [blank] May Be Causing You To Lose Out On [desired result]
• here’s Big [desired result] In [blank] • At Last, The Secret To [desired result] Is Revealed
• You Don’t Have to Be [something challenging] to be [desired result] • The [blank] Risk Hiding In Your [blank]
• Little Known Ways to [blank] • Why you shouldn’t [do what I desire them to do]
• How to turn [blank] into [desired result]
• How To Build a [blank] You Can Be Proud Of
• The Lazy [blank’s] Way to [desired result] PROOF HEADLINES
• How To Make People Line Up And Beg To [blank]
• How To Get [desired result] Out Of [blank]
• Here is a Method That is Helping [world class example] to [blank]
• How To [desired result] When You’re Not [blank]
• [blank] Hacking With [world class example]
• How To Take The Headache Out Of [blank]
• Savvy|Smart|Sexy People Do XYZ
• X Questions Answered About [blank]
• Why I [blank] (And Maybe You Should Too)
• Give Me [short time period] and I’ll Give You [desired result]
• [Do something] like [world-class example]
• Answered: Your Most Burning Questions About [blank]
• The [desired result] That [world class example] Is Talking About
• Take X minutes to get started with [blank]... you'll be happy you did!
• Join [impressive number] of Your Peers that [take desired action]
• Who Else Wants [desired result]?
• [desired result] Like A [desired group or person]
• How to fast-track your [desirable result]
• How [impressive number] Got [desired result] in [time period]
• How [impressive number] Got [desired result] Without
• Like [world class example] You Can [desired result]
 VIDEO BLOGGING FRAMEWORK PUBLISHING
Copyright 2014 The Fletcher Method
POWERHOUSE
What used to require $30,000 in equipment, a producer and a film degree can now be accomplished with little more
than $200 and an hour or two to get used to this process. Given that video is 3-5x more engaging than text alone, now
is the time for you to start pumping out video blogs like the micro media mogul you are!

Tools Outline Production

๏ Camera ๏ Branding
๏ Microphone ๏ Promise ๏ Record 1280 x 720
๏ Lighting ๏ Content ๏ 2-5 minutes max

๏ Screen capture ๏ Seed ๏ Live or screen capture

๏ Editing software ๏ Call to action ๏ Keynote/PowerPoint

๏ Screenflow/Camtasia

Editing Publishing Syndication

๏ Screenflow/Camtasia ๏ Social (recurring)
๏ Youtube SEO
๏ Intro (fiverr) ๏ Email list
๏ Blog SEO (Yoast)
๏ Clip ends ๏ OneLoad
๏ Transcript (Speechpad)
๏ Encode in 1280 x 720 ๏ Vimeo, DailyMotion
๏ *Video sitemaps (Yoast)
๏ Upload to YouTube

Recycling
 LOCAL SEO FRAMEWORK RANKING
RULEBOOK
Copyright 2014 The Fletcher Method

If you own a local business (meaning clients search for and utilize your services based on “local intent”), you’re painfully
aware of how confusing and frustrating it can be to stay in compliance with Google’s ranking algorithms. The good
news is that solid SEO boils down to 6 core principles found in this Local SEO Framework.

RESEARCH LOCALIZATION ONLINE REVIEWS

๏ Ensure that your office location(s) are ๏ Quantity and quality of reviews are
๏ List competitive sites that rank for
within your target market a major ranking factor
your target keywords
๏ You must have “NAP” (Name, Address, ๏ Implement an active, measured
๏ Use SEM Rush to map keywords and
Phone) consistency on every page of your review acquisition strategy
landing pages
website, and listing across the web ๏ Send “feedback requests” in
๏ Use Soolve, Quora and Ubersuggest
๏ Ensure your site has dedicated landing sequence via email and small mail
for ideas
pages for each core keyword with local
๏ Your Content Roadmap should be
terms in titles and content
your core strategy
SEO METRICS
CONTENT ๏ Google Analytics to
DIRECTORIES measure traffic and leads
๏ Dedicated landing page for every topic
๏ Start with Google+, Facebook, Yelp & Merchant Circle ๏ CallRail to measure phone
๏ Should be 750-1000 words with FAQ’s
๏ Use MozLocal or Yext to syndicate local listings call conversions
๏ Use strong internal linking structure
๏ List your business across “vertical” directories ๏ Google Webmaster Tools
๏ use blog posts 400+ words for long tail
๏ Find and list on “hyper-local” sites like community bulletin for site indexation issues
๏ Optimize content with Yoast SEO plugin
boards, charities, business networking sites ๏ BrightLocal for search
๏ Use SEO smart links plugin
rankings and citations
 THE ONLINE MARKETING FUNNEL CAMPAIGN FILTER
MARKET
Copyright 2014 The Fletcher Method RECON
No matter what type of marketing campaigns you launch: landing pages, Facebook ads, blog posts, direct mail pieces
or bus benches, you’ll save a ton of money and heartache by using this “funnel filter” to check your work.

ALL YOUR MARKETING CAMPAIGNS

Web design Content
SHOULD PASS THE 3 STEP FILTER Listings Paid ads

SEO, using
keywords in the
Using target
keywords,
REACH Use target
keywords in
Focus
demographics
on your target
right places , listings and
syndicating to audience and
back-links and descriptions
social sites keywords
site performance

Navigation, Compelling Ad copy that

clean design,
Compelling customer- ENGAGEMENT customer-focused builds authority
focused copy, clear
trust icons, copy, clear format and promises
format and content
social proof and content solution

Urgent call
Clear call to action
Web forms, phone Call to action, to action
with offer and
numbers, calls to clear next CONVERSION with “mafia
contact information
action, offers steps offer”
 RANKING
ON-PAGE SEO CHEAT SHEET RULEBOOK
Copyright 2014 The Fletcher Method

If you have a WordPress website (and I know you do!), use the Yoast SEO plugin to keep yourself (or your staff) honest
while publishing search engine-friendly blog posts and landing pages. A little attention to detail goes a long way in
helping your site out-rank your competitors and grab the lion’s share of traffic and leads.

URL’s www.yoursite.com/wedding-invitations

Page titles Wedding Invitations Meta descriptions

Wedding Cards
Cheap Invitations
Multimedia Wedding Invites

(photos,
videos)

Headings Wedding invitations ๏Avoid over-optimization: write for your audience

(H1, H2) are limited by your ๏ Use the yoast SEO plugin
imagination and who you’re
marrying...

Body copy Internal links

yoast.com/wordpress/SEO
 RANKING
THE NINJA ONLINE REVIEWS RULEBOOK
Copyright 2014 The Fletcher Method

Obtaining a large number of high quality reviews on trusted sites like Yelp and Google+ must be a key part of your SEO
strategy. While most business owners think that reviews “just happen” as a byproduct of providing quality service, this
passive approach is not enough. You have to orchestrate reviews. Use this letter. It works.

Hi Jim, Aaron Here—Please Tell Us How We’re Doing

Dear Jim,

Hello again, it’s Aaron again from Fletcher Law Group. It’s been a few weeks since we filed your LLC and I can’t wait to hear how your new
business is coming along.

I am writing to gather some quick feedback about your experience with our firm and your level of satisfaction with our services.

We place a great deal of emphasis on getting feedback from all our customers, as this allows us to provide the best possible services, train our
staff, and remain focused on great clients such as yourself.

You’re the type of customer we want to attract and your feedback would mean the world to us.

To make it easy, I have included links to our reviews pages below. Please pick one or two and tell us how we’re doing—good or bad, we appreciate
your feedback:

> LINK TO YOUR HELP PAGE

> LINK TO YOUR GOOGLE+ PAGE
> LINK TO YOUR MERCHANT CIRCLE PAGE

Thanks,

Aaron N. Fletcher
Founder, Fletcher Law Group

P.S. - I really do appreciate your time. I’ve enclosed a Starbucks gift certificate as a small token of our appreciation. Please enjoy a hot
cup of coffee on us!
 ANATOMY OF A VIDEO BLOG PUBLISHING
Copyright 2014 The Fletcher Method
POWERHOUSE
Like any form of content, your video blogs should follow a specific format and produce a specific desired result. Instead
of “rambling on” about your topic(s) of expertise and forgetting the ever-important call to action, use this proven 5-step
video blog outline for consistent results every time.

1: BRANDING
๏ Who you are
๏ Authority (author, founder, etc.)
๏ Transformation Credo

5: CTA
๏ Leave a comment 2: PROMISE
๏ Share or like
๏ Reveal specific outcome
๏ Call or download
๏ Remember transformation
๏ NOW!

4: SEED 3: CONTENT
๏ Upcoming event ๏ Simple 3-5 steps
๏ Next post/content ๏ Easy to use tools
๏ How to get more help ๏ Immediate result
 MARKET
YOUR TOTAL MARKET ECOSYSTEM RECON
Copyright 2014 The Fletcher Method

This step is all about “zooming out” and gaining a 30,000’ perspective on your clients’ journey or typical buying
experience. What steps do your customers take before, after or even instead of using your business? This is a powerful
exercise, as it identifies insights into potential JV partners, marketing channels and campaigns.

TIMELINE

BEFORE YOUR BUSINESS AFTER

_________ _________ _________ _________

Events
REPEAT

REFER
Purchases
____________ ____________ ____________ ____________
____________ ____________ ____________ ____________
____________ ____________ ____________ ____________
________ ________ ________ ________

๏ Competitors_____________________________________
ALTERNATIVES
_

๏ Alternate

methods_________________________________

๏ Parallel

Purchases__________________________________
 THE ONLINE MARKETING TOOL KIT
Copyright 2014 The Fletcher Method

There are countless tools for every task associated with online marketing. Save yourself a ton of time and confusion
and just use these ones. Seriously.

MARKET RESEARCH OUTSOURCING WEB DEVELOPMENT

๏ oDesk general outsourcing ๏ WordPress mandatory website CMS (free)

๏ SEMrush.com competitive keyword research
๏ 99designs logos and web ๏ http://www.studiopress.com awesome WP themes *
๏ Ubersuggest.org find related keywords
๏ Soovle.com displays related keywords ๏ fiverr micro tasks (video intros) ๏ Bluehost.com solid economy hosting for WP sites

๏ Ahrefs.com site explorer & backlinks checker ๏ WP Engine premium managed hosting for WP

๏ Follow.net monitor competitive ads ๏ Wpcurve.com WordPress site tweaks for a flat fee

ONLINE VIDEO
SEO TOOLS
๏ Logitech C920 Awesome HD web cam ($65)
๏ MozLocal syndicate local business listings
๏ Canon 60D DSLR video camera ($650)
๏ Brightlocal.com monitor search rankings
๏ Rode Smartlav lapel microphone ($79)
๏ Rode Podcaster professional mic ($225)
CONTENT MARKETING ๏ Cowboy Studio Table Top Lights ($45)
๏ Mindmeister.com mind-map your ideas ๏ Screenflow editing software (Mac)
๏ Speechpad.com awesome transcription service ๏ Camtasia editing software (PC)
๏ Postplanner.com Schedules Facebook posts ๏ Keynote (Mac) or PowerPoint (PC)
๏ Socialoomph.com advanced social media tool ๏ Wistia.com best video hosting
๏ Tweetadder.com automatic Twitter mgmnt.
PRODUCTIVITY MARKETING ANALYTICS
FUNNEL CREATION ๏ Basecamp project management
๏ Google Analytics website traffic tool
๏ Leadpages.net simple opt-in and sales pages ๏ Evernote total organization
๏ Callrail.com phone tracking tool*
๏ Infusionsoft.com marketing automation and CRM* ๏ Dropbox cloud storage
 TRAFFIC PUBLISHING RANKING
ON DEMAND POWERHOUSE RULEBOOK

FLOODGATES
COMVERSION AUTHORITY ULTIMATE
EVENT AMPLIFIER LEAD MAGNET

FUNNEL
PERFECT MILLION DOLLAR PERFECT
AVATAR MESSAGE OFFER

FOUNDATION

LET’S GET GROWING.

fletchermethod.com

Copyright 2017 - The Fletcher Method | All Rights Reserved