Business Development

Chris Do shares with us how the Futur™ community is evolving. Key points include; cultivating a thriving community, leveraging collective expertise, and optimizing platforms for streamlined interaction. Using storytelling and reflection, the speaker outlines strategies to enhance collaboration and mutual learning while implementing platform updates.

Key Points
1. Human Connection and Community:
  - A recurring theme is the intrinsic human need for meaningful relationships, amplified through shared values and collaborative learning.

2. Member Empowerment and Knowledge Sharing:
  - Shifting the focus from a single leader to a collective wisdom model where members actively contribute their expertise.

3. Adapting Leadership Practices:
  - Implementing techniques inspired by successful coaches like Taki Moore to refine engagement models and teaching strategies.

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Detailed Section Analysis

1. Human Connection and Community
Definition: Building environments where members form meaningful relationships and engage on shared values.
Theory: Humans are social beings who thrive in communities reflecting their values, as highlighted by Maslow's hierarchy of needs (belongingness).
Context: The speaker reflects on retreats and group experiences to underscore why people pay premium prices for in-person connections.
Mechanism: Facilitated intimate discussions (e.g., van talks) create bonding opportunities.
Framework: Focused group settings, reflective questions to participants about goals, and structured engagements.
Cause and Effect: Higher member satisfaction leads to prolonged community participation.

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2. Member Empowerment and Decentralized Leadership
Definition: Shifting from top-down instruction to a collaborative model where members lead.
Theory: Collective intelligence theory suggests groups perform better when diverse expertise is harnessed.
Context: The speaker notes feeling like the “bottleneck” of information and advocates for member-led breakout sessions.
Mechanism: Highlighting and rewarding members with specific expertise to lead learning.
Framework: Taki Moore’s method of spotlighting three diverse contributors for breakout discussions.
Cause and Effect: Empowering members increases engagement and reduces dependency on central leadership.

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3. Technology Optimization for Unified Access
Definition: Streamlining technology systems for seamless user experience.
Theory: Cognitive load theory supports simplifying systems to improve user efficiency.
Context: The decision to migrate from fragmented tools to a unified platform like Circle.
Mechanism: Centralizing resources reduces friction and encourages engagement.
Framework: One username-password system integrated with a responsive backend.
Cause and Effect: Simplification increases participation and eases troubleshooting.

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Key Takeaway: Individuals and businesses can effectively define their niche, craft compelling offers, optimize their sales process, and leverage AI for content creation to attract high-value clients and achieve sustainable growth.

Defining Your Niche and Offer: The Foundation for Success

Finding Your Niche:
Identifying the right niche is crucial for business growth and attracting high-paying clients.

Chris Do emphasizes the importance of specialization and targeting a specific niche. He argues that struggling entrepreneurs often try to cater to everyone, leading to diluted messaging and attracting low-paying clients. Conversely, successful entrepreneurs focus on a specific type of client and tailor their services and messaging accordingly.

Action Steps:

1. Reflect on your skills, passions, and past client successes. Identify patterns or areas where you excel and have enjoyed working.
2. Research potential niches within your field. Explore industries with a need for your services and a willingness to pay premium prices.
3. Consider factors like target audience, revenue potential, and personal fulfillment. Choose a niche that aligns with your goals and aspirations.

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Crafting a Clear and Compelling Offer:
Clearly define your offer to attract the right clients and command higher prices.

Chris Do highlights that having a clear offer is crucial for attracting ideal clients and securing premium rates. He encourages participants to think about their ideal client's needs, pain points, and desired outcomes when crafting their offer. Do suggests focusing on a specific problem you solve and tailoring your services and messaging around that solution.

Action Steps:

1. Identify your ideal client's primary pain points and desired outcomes. What problems do you solve for them, and what results can they expect?
2. Develop a concise and compelling value proposition. Clearly articulate the benefits of your services and how you deliver exceptional results.
3. Package your services into clear and easy-to-understand offers. Define the scope of work, deliverables, and pricing to make it easy for clients to understand your value.

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Qualifying Leads and Optimizing Your Sales Process

Effective Lead Qualification:
Implement effective lead qualification methods to save time and focus on high-potential prospects.

Chris Do discusses the importance of qualifying leads to determine if they are a good fit before investing significant time in sales conversations. He suggests using assessments or questionnaires to gauge factors like budget, timeline, and project scope. This approach allows for efficient triage and ensures that you're only engaging with qualified leads.

Action Steps:

1. Identify your ideal client criteria. Determine the non-negotiable factors that qualify a lead as a good fit for your services.
2. Develop a lead qualification system. Implement tools like questionnaires, assessments, or specific qualifying questions during initial interactions.
3. Automate your qualification process. Utilize online forms or email sequences to streamline lead qualification and free up your time for qualified leads.

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Nurturing Leads and Building Relationships:
Implement a system for nurturing leads who are not yet ready to buy, but have potential for the future.

Chris Do stresses the importance of nurturing "maybe" leads, who may not be ready to purchase now but could become valuable clients later. He advises developing a system for staying top-of-mind with these leads through regular check-ins, valuable content, and personalized communication.

Action Steps:

1. Develop a system for segmenting and tracking your leads. Categorize leads as "yes," "no," or "maybe" based on your qualification criteria.
2. Create a nurturing email sequence for "maybe" leads. Provide valuable content, insights, and gentle reminders of your services over a specific timeframe.
3. Supplement your email sequence with personalized communication. Occasionally reach out with relevant articles, resources, or invitations to connect.

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Content Strategy and Leveraging AI for Marketing (1:05:51 - 1:46:06)

The Power of AI in Content Creation:
Utilize AI tools to streamline content creation and repurposing across different platforms.

Do explains how he uses AI tools like GPT to repurpose his existing content into various formats, such as blog posts, social media captions, and email sequences. He emphasizes the importance of training the AI on your existing work to ensure that it accurately reflects your voice and teaching style.

Action Steps:

1. Explore AI content creation tools like GPT-3 and Claude. Familiarize yourself with their capabilities and experiment with different prompts.
2. Curate a library of your existing content. Gather transcripts, articles, and presentations that represent your expertise and communication style.
3. Train the AI on your content. Provide the AI with examples of your writing to ensure that it can generate content consistent with your voice.

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Shifting Focus from Solutions to Problems:
Attract clients by focusing on their problems and positioning yourself as the guide to a solution.

Chris Do suggests that a powerful marketing approach is to focus on the client's problem instead of immediately pitching solutions. By highlighting their pain points and challenges, you create a sense of urgency and position yourself as a valuable resource.

Action Steps:

1. Identify the most common and pressing problems your ideal clients face. What keeps them up at night, and what challenges do they struggle to overcome?
2. Develop content that agitate those problems. Create blog posts, videos, or workshops that shed light on the challenges and their potential consequences.
3. Position yourself as the guide to a solution. Once you've effectively highlighted the problem, offer your services as the path to resolving it.

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Leveraging AI for Business Growth and Personal Branding

This discussion explores how professionals can strategically use and communicate their AI usage to create business opportunities and enhance their personal brand. Chris Do and other participants, share insights on incorporating AI into external communications, client presentations, and personal branding strategies.

AI as a Differentiator in External Communications
Incorporating AI into Outward-Facing Communications
Using AI as a tool to stand out in the market

Chris Do emphasizes the importance of incorporating AI into external communications to create more opportunities. He notes that AI is a significant buzzword, and by mentioning it in your outward-facing communications, you can differentiate yourself from competitors. This strategy can help you stand out, even if it's just by a small margin. The key is not just using AI internally, but actively communicating about it externally.

Action Steps:
1. Identify areas in your business where you're currently using AI
2. Craft messaging that highlights your AI usage in client communications
3. Create content (blog posts, social media updates, etc.) showcasing your AI expertise

Leveraging AI for Speaking Opportunities
Using AI expertise to secure speaking engagements

Chris shares his personal experience of being invited to speak at events specifically about AI in corporate branding. He notes that he's not an AI expert, yet these opportunities arose because he publicly discussed AI. This illustrates how positioning yourself as knowledgeable about AI can lead to new opportunities, even if you're not a deep technical expert.

Action Steps:
1. Develop a presentation or workshop on how you use AI in your field
2. Reach out to industry events or conferences offering to speak on AI applications
3. Share your AI-related insights on professional networks like LinkedIn

Chris emphasized how leveraging AI can set you apart in the marketplace, helping you attract more business opportunities. He also touched on the risks and benefits of equity deals, drawing from his own experiences with acquisitions, hiring, and client work. His advice? Focus on your strengths and short-term strategies to improve your bottom line. The team also discussed challenges with non-profit clients, particularly how their causes, communication styles, and financial commitment should align with your own business criteria for success.

The discussion on equity deals for influencers and content creators provides valuable insights into an emerging trend in influencer marketing and startup partnerships. Chris Do's experience and perspective highlight both the potential rewards and risks associated with these arrangements. Key takeaways include the importance of long-term thinking, understanding the trade-offs between cash and equity, and the need for a strategic, diversified approach to these opportunities.

For influencers considering equity deals, it's crucial to:

- Thoroughly evaluate potential partner companies
- Seek professional legal and financial advice
- Align personal goals with company objectives
- Develop a portfolio approach to spread risk
- Continuously educate oneself on business valuation and startup dynamics
- By approaching equity deals with a well-informed, strategic mindset, influencers can potentially benefit from the long-term
success of innovative companies while contributing meaningfully to their growth.

Equity Deals in Content Creation and Influencer Marketing

This discussion explores the emerging trend of equity deals between software companies and content creators or influencers. Chris Do shares his experiences and insights on how these deals are structured, their potential benefits, and associated risks.

Understanding Equity Deals
The Concept of Equity Deals for Influencers

Software companies offering equity to influencers for customer acquisition

Software as a Service (SaaS) companies are increasingly offering equity to influencers in exchange for help in acquiring new customers. This approach allows companies to tap into established audiences without spending heavily on traditional marketing. The goal is typically to reach a critical mass of satisfied customers (e.g., 200-300) before focusing on scaling. This strategy, as explained by Daniel Priestly, enables companies to align with influencers who share their core values and traits.

Action Steps:
1. Research SaaS companies in your niche that might be open to equity partnerships
2. Evaluate your audience's alignment with potential partner companies' target markets
3. Develop a clear understanding of your audience's size, engagement, and conversion potential

Structure of Equity Deals

Typical equity percentages and expectations in influencer deals

Equity deals usually involve small percentages, often 1-2% or less of the company. Instead of receiving a cash payment (which might range from $30,000 to $100,000), the influencer receives this small equity stake. The potential payoff comes if the company is sold. For example, a 1% stake in a company sold for $100 million would result in a $1 million payout. This structure encourages influencers to think long-term and align their interests with the company's success.

Action Steps:
1. Calculate potential outcomes of equity deals vs. cash payments for your typical collaborations
2. Consult with a financial advisor to understand the tax implications of equity deals
3. Develop criteria for evaluating potential equity partnerships based on company potential and your risk tolerance

Key Considerations for Equity Deals

Risk vs. Reward
Balancing the high risk and potential high reward of equity deals

Chris Do emphasizes that equity deals in startups are inherently high-risk. The potential for a significant payout exists, but many startups fail or struggle to achieve profitability. He shares his personal experience with four equity deals, highlighting that most have not resulted in successful outcomes. This underscores the importance of not relying on equity deals for immediate income needs and viewing them as potential long-term investments.

Action Steps:
1. Assess your financial stability and ability to take on high-risk investments
2. Create a diverse portfolio of collaborations, balancing cash payments with selective equity deals
3. Develop a system for tracking and evaluating the progress of companies you have equity in

Performance Metrics and Expectations
Focusing on specific customer acquisition goals rather than content deliverables

Unlike traditional influencer partnerships that focus on content deliverables (e.g., number of posts), equity deals typically center around helping the company achieve specific customer acquisition goals. The influencer has the flexibility to achieve these goals through whatever means they find most effective. This approach requires a mindset shift from being a service provider to thinking like a business partner with a vested interest in the company's success.

Action Steps:
1. Develop strategies for driving customer acquisition that go beyond your usual content creation
2. Create a system for tracking the impact of your efforts on a partner company's customer growth
3. Regularly communicate with the partner company to stay aligned on goals and progress

Mindset and Approach to Equity Partnerships

Shifting from Service Provider to Business Partner

Adopting a partnership mentality in equity deals

Chris Do emphasizes the importance of truly thinking like a business partner when entering into equity deals. This means going beyond simply fulfilling content requirements and actively engaging with the company's growth and success. It involves regularly checking in on the company's progress, offering strategic input, and being invested in the long-term outcomes. This shift in mindset is crucial for maximizing the potential of equity partnerships.

Action Steps:
1. Develop a habit of regularly reviewing and analyzing the business metrics of companies you have equity in
2. Proactively offer strategic suggestions and support to your partner companies beyond content creation
3. Network with other influencers involved in equity deals to share best practices and insights

Evaluating Potential Equity Partnerships
Criteria for selecting equity deals and assessing company potential

When considering equity deals, it's crucial to evaluate the company's potential for growth and eventual sale or profitability. Chris advises against entering equity deals out of immediate financial need. Instead, focus on companies with strong leadership, innovative products or services, and clear paths to scalability. Consider factors such as the company's current revenue, growth rate, and potential market size.

Action Steps:
1. Develop a checklist of criteria for evaluating potential equity partnerships
2. Research successful exits in the relevant industry to understand what makes a company attractive for acquisition
3. Build relationships with entrepreneurs and investors to improve your ability to assess startup potential

Financial Aspects of Equity Deals
Understanding the Trade-offs
Balancing cash payments with equity stakes

Chris Do explains the inverse relationship between cash payments and equity stakes. The more cash an influencer takes upfront, the less equity they typically receive. This presents a strategic decision for influencers: prioritize immediate income or potential long-term gains. Chris provides an example where choosing full equity (1%) over a $100,000 cash payment could result in a $1 million payout if the company sells for $100 million. However, he emphasizes that this is a high-risk scenario and should not be relied upon for immediate financial needs.

Action Steps:
1. Create a personal financial model to determine your optimal balance between cash and equity compensation
2. Set clear financial goals and timelines to guide your decision-making on equity deals
3. Develop a strategy for reinvesting cash payments to diversify your income streams

Valuation and Exit Strategies

Understanding company valuations and potential exit scenarios

Chris touches on how software companies, particularly those with subscription models, are often valued. He mentions a common "10x multiplier" on annual recurring revenue for company valuations. For instance, a company with $10 million in annual recurring revenue might be valued at $100 million. This knowledge is crucial for influencers to understand the potential value of their equity stakes and the goals the company needs to achieve for a successful exit.

Action Steps:
1. Educate yourself on basic business valuation methods, particularly for SaaS companies
2. When considering an equity deal, request information on the company's current revenue and growth projections
3. Discuss potential exit scenarios and timelines with the company before agreeing to an equity deal

Legal and Contractual Considerations
Importance of Legal Counsel

Seeking professional legal advice for equity deals

Chris emphasizes the complexity of equity deals and the importance of consulting with an attorney. He prefaces his advice by stating he's not a lawyer and that his insights are based on personal experience. This underscores the need for professional legal guidance when entering into equity agreements, as they can have significant long-term financial implications and involve complex contractual terms.

Action Steps:
1. Identify and consult with a lawyer experienced in equity compensation and startup law
2. Create a list of key questions and concerns to discuss with legal counsel before entering any equity deal
3. Establish a relationship with a legal advisor for ongoing consultation as your equity portfolio grows

Vesting and Performance Criteria
Understanding how equity is earned and vested

Chris explains that equity in these deals is typically tied to performance metrics, such as helping the company onboard a specific number of new customers. Once the influencer meets these criteria, their shares are fully vested. It's crucial to understand the specific performance expectations and vesting schedule associated with each equity deal.

Action Steps:
1. Clearly define and document the performance criteria and vesting schedule for each equity deal
2. Develop a system for tracking your progress towards meeting the agreed-upon metrics
3. Regularly communicate with the company to ensure alignment on progress and any potential adjustments to goals

Strategic Approach to Influencer Equity Deals
Long-term Thinking and Portfolio Approach

Viewing equity deals as part of a broader investment strategy

Chris advocates for a long-term, portfolio approach to equity deals. Rather than relying on a single deal, influencers should consider building a diverse portfolio of equity stakes in different companies. This approach spreads risk and increases the chances of benefiting from a successful exit. It also requires patience and the ability to withstand the potential failure of some investments.

Action Steps:
1. Set a goal for the number of equity deals you aim to participate in over a specific timeframe
2. Develop criteria for diversifying your equity portfolio across different industries or company stages
3. Create a system for regularly reviewing and rebalancing your equity portfolio

Leveraging Your Unique Value as an Influencer

Understanding and maximizing your value in equity partnerships

Chris highlights that an influencer's value in these deals goes beyond just their audience size. It's about the ability to effectively onboard new customers and contribute to the company's growth. This requires understanding your audience's behaviors, preferences, and potential alignment with the partner company's offerings. It also involves being creative and strategic in how you leverage your influence to drive customer acquisition.

Action Steps:
1. Conduct an in-depth analysis of your audience demographics, interests, and purchasing behaviors
2. Develop case studies of your most successful brand partnerships to showcase your value to potential equity partners
3. Create a unique value proposition that highlights how your influence can drive customer acquisition beyond just content creation

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Throughout this discussion, we've explored several crucial aspects of establishing and growing a successful digital marketing consultancy:

1. Defining Your Niche: We emphasized the importance of specializing in both what you do (horizontal) and who you do it for (vertical), allowing you to become a sought-after expert in your chosen field.

2. Effective Self-Introduction: We discussed moving beyond the traditional elevator pitch to more engaging, client-centric introduction techniques that immediately address your audience's pain points.

3. Leveraging Personal Background: We explored how to integrate your unique experiences and interests into your professional niche, enhancing authenticity and connection with clients.

4. Focused Business Strategy: We stressed the power of specialization and overcoming the fear of limiting opportunities, recognizing that a narrow focus often leads to greater success.

5. Marketing and Client Acquisition: We covered strategies for content marketing, networking, and showcasing results to attract ideal clients.

6. Pricing and Packaging: We discussed the shift towards value-based pricing and creating comprehensive service packages that align with client needs.

7. Building Credibility: We explored methods to establish thought leadership, leverage social proof, and share expertise through speaking engagements.

8. Scaling Your Business: We addressed strategies for growth, including productized services, team building, and creating digital products.

9. Continuous Improvement: We emphasized the importance of staying current with industry trends and actively seeking and implementing client feedback.

Implementing these strategies requires dedication, patience, and a willingness to continuously refine your approach. Remember that success in digital marketing consulting is not just about mastering the latest tools and techniques, but also about building strong relationships, delivering tangible value to clients, and constantly evolving to meet market demands.

As you move forward, focus on gradual, consistent progress rather than overnight transformation. Start by selecting one or two key areas from this discussion to implement in your business. Set specific, measurable goals and regularly assess your progress. Be prepared to adapt your strategies as you gain more experience and insight into what works best for your unique situation.

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The Importance of Specificity in Your Niche
Balancing horizontal and vertical dimensions in defining your niche

Chris Do emphasizes the need to consider both what you do (horizontal) and who you do it for (vertical) when defining your niche. This approach helps potential clients understand if you're the right fit for them. While it's often easier to define the horizontal aspect, the vertical dimension is crucial for creating a cohesive and targeted business identity.

Action Steps:
1. List out all the services you currently offer as a digital marketing consultant
2. Identify the common industries or types of clients you've worked with so far
3. Analyze which vertical(s) align best with your skills, interests, and financial goals

Identifying Your Ideal Vertical
Analyzing current clients to determine the most promising vertical

Chris guides Tahe through a process of examining his existing client base to identify patterns and potential verticals. This involves looking at the types of clients (e.g., health and wellness professionals), their specific fields (e.g., clinical psychologists, medical doctors, fitness professionals), and considering factors such as profitability and personal interest or affinity.

Action Steps:
1. Create a spreadsheet listing all your current and past clients
2. Categorize clients by industry and note the revenue generated from each
3. Reflect on which client types or industries you enjoy working with most

Factors in Choosing Your Niche
Considering financial, personal, and strategic factors in niche selection

Chris highlights several key factors to consider when choosing a niche: profitability, personal joy or satisfaction, and personal affinity or background. He encourages Tahe to think about which clients bring in the most money, which work is most enjoyable, and how personal experiences or interests might align with certain niches.

Action Steps:
1. Rank your top 3 client types based on profitability
2. List 3-5 personal interests or experiences that could relate to potential niches
3. Write a brief reflection on how your background (e.g., nursing education) could be leveraged in your marketing

The Power of Specialization
Understanding the benefits of committing to a specific niche

Chris emphasizes the importance of committing to a specific niche, even if it feels constraining at first. He explains that this specificity allows for more targeted and effective marketing, making it easier to speak directly to the needs and pain points of a particular audience. This approach is likened to writing a personalized love letter rather than a generic "to whom it may concern" message.

Action Steps:
1. Choose one specific niche to focus on for the next 3 months as an experiment
2. Research and list 5 common pain points for professionals in your chosen niche
3. Draft a brief "elevator pitch" that speaks directly to your chosen niche and their challenges

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Effective Self-Introduction Techniques

This section explores alternative approaches to the traditional elevator pitch, focusing on how to introduce yourself and your services in a more engaging and client-centric manner.

Moving Beyond the Elevator Pitch
Embracing modern, client-focused introduction methods

Chris references Michael Port's "Book Yourself Solid" approach, which aims to replace the traditional elevator pitch with more dynamic and engaging self-introduction techniques. This shift focuses on putting the client's needs and challenges at the forefront, rather than simply listing your services or qualifications.

Action Steps:
1. Research Michael Port's "Book Yourself Solid" methodology
2. Write down 3 common problems your ideal clients face
3. Practice introducing yourself by first mentioning these client problems

The "You Know How..." Technique
Using a problem-centric approach to introduce your services

Chris introduces a specific technique for self-introduction that starts with "You know how..." followed by a description of a common problem faced by the target audience. This approach immediately engages the listener by addressing a familiar pain point, making your introduction more relevant and compelling.

Action Steps:
1. Craft three different "You know how..." statements relevant to your niche
2. Test these statements with a colleague or friend for feedback
3. Incorporate the most effective statement into your LinkedIn profile or website copy

Tailoring Your Introduction to Different Time Frames
Adapting your introduction for various situations

Chris mentions that there are different versions of this introduction technique designed for various time frames - 15 seconds, 1 minute, and 3 minutes. This flexibility allows you to adapt your introduction to different social and professional contexts, ensuring you can effectively communicate your value proposition whether you have a brief moment or an extended conversation.

Action Steps:
1. Develop a 15-second version of your "You know how..." introduction
2. Expand this into a 1-minute version that includes a brief solution overview
3. Create a 3-minute version that incorporates a success story or case study

Leveraging Personal Background and Interests
This section explores how to integrate your personal experiences, interests, and background into your professional niche and marketing approach.

Aligning Personal Affinity with Professional Focus
Incorporating personal interests into your niche selection

Chris encourages Tahe to consider his personal affinities and background when defining his niche. He uses examples like enjoying fishing or the outdoors to illustrate how personal interests can naturally align with certain professional verticals, making the work more enjoyable and authentic.

Action Steps:
1. List your top 5 personal interests or hobbies
2. Brainstorm potential client types or industries that relate to these interests
3. Identify one way to incorporate a personal interest into your marketing content

Leveraging Educational Background
Using your educational history to enhance credibility and understanding

Tahe mentions his background in nursing, which Chris recognizes as a valuable asset in understanding and serving clients in the health and wellness space. This illustrates how educational background, even if not directly related to your current services, can provide unique insights and credibility in certain niches.

Action Steps:
1. Review your educational history and identify relevant courses or experiences
2. Write a brief paragraph explaining how your educational background benefits clients
3. Incorporate this information into your professional bio or "About" page

Embracing Holistic Approaches
Recognizing and aligning with emerging industry trends

Tahe expresses interest in the holistic wellness center model, where different health professionals collaborate to provide comprehensive care. This demonstrates the importance of staying aware of industry trends and aligning your services with approaches that resonate with both you and your target market.

Action Steps:
1. Research current trends in your chosen niche or industry
2. Identify how your services can support or complement these trends
3. Develop a service package or marketing message that aligns with the holistic approach in your industry

By focusing on these areas - defining your niche, crafting effective introductions, and leveraging your personal background - you can create a more targeted, authentic, and compelling digital marketing consultancy. Remember to continuously refine your approach based on client feedback and results.

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Developing a Focused Business Strategy
This section delves into the importance of narrowing your focus and developing a clear, targeted business strategy for your digital marketing consultancy.

The Power of Specialization
Understanding the benefits of a narrow focus

Chris emphasizes the importance of specializing in a specific niche or service area. He explains that while it may feel counterintuitive to narrow your focus, doing so actually makes it easier to attract clients and command higher rates. Specialization allows you to develop deep expertise, speak directly to your target audience's needs, and differentiate yourself from generalist competitors.

Action Steps:
1. Identify the top 3 services you're most skilled at or enjoy providing the most
2. Research the market demand for these specialized services in your chosen niche
3. Develop a unique selling proposition (USP) based on your specialized offerings

Overcoming the Fear of Limiting Opportunities
Addressing concerns about missing out on potential clients

Chris addresses the common fear that specializing might lead to missing out on potential clients or opportunities. He explains that while you may turn away some work that doesn't fit your niche, you'll attract more of the right clients who value your specific expertise. This approach leads to more fulfilling work and often higher profitability.

Action Steps:
1. Write down your concerns about specializing and potential missed opportunities
2. For each concern, list potential benefits of specialization that could outweigh it
3. Set a timeline (e.g., 3-6 months) to test a specialized approach and evaluate results

Aligning Services with Client Needs
Tailoring your offerings to your target market's specific challenges

Chris guides Tahe in thinking about how his digital marketing services can be tailored to address the specific needs of health and wellness professionals. This involves understanding the unique challenges and goals of these clients and framing your services as solutions to their problems.

Action Steps:
1. Conduct interviews with 3-5 ideal clients to understand their biggest marketing challenges
2. Create a list of how your services directly address these specific challenges
3. Revise your service descriptions to clearly communicate these targeted solutions

Effective Marketing and Client Acquisition Strategies
This section focuses on strategies for attracting and converting ideal clients for your digital marketing consultancy.

Leveraging Content Marketing
Using valuable content to attract and engage potential clients

Chris suggests creating content that demonstrates your expertise and provides value to your target audience. This could include blog posts, videos, or social media content that addresses common questions or challenges in your niche. By consistently sharing valuable insights, you position yourself as an authority and attract potential clients.

Action Steps:
1. Create a content calendar with topics relevant to your niche's pain points
2. Produce and publish at least one piece of valuable content per week
3. Share your content on platforms where your ideal clients are most active

Networking and Referrals
Building relationships to generate leads and referrals

Chris emphasizes the importance of networking within your chosen niche. This involves attending industry events, joining professional associations, and building relationships with complementary service providers. These connections can lead to referrals and collaborations that help grow your business.

Action Steps:
1. Identify and join 2-3 professional associations relevant to your niche
2. Attend at least one industry event or conference in the next quarter
3. Develop a referral program to incentivize clients and partners to recommend your services

Demonstrating Results Through Case Studies
Showcasing your expertise and results to attract new clients

Chris suggests creating detailed case studies that highlight the results you've achieved for clients in your niche. These case studies serve as powerful social proof, demonstrating your ability to solve specific problems and deliver measurable outcomes for businesses similar to your prospective clients.

Action Steps:
1. Select your top 3 client success stories that align with your chosen niche
2. Create detailed case studies for each, including challenges, solutions, and quantifiable results
3. Feature these case studies prominently on your website and in your marketing materials

Pricing and Packaging Your Services
This section addresses strategies for pricing your digital marketing services and creating attractive service packages.

Value-Based Pricing
Shifting from hourly rates to value-based pricing models

Chris advocates for moving away from hourly billing towards value-based pricing. This approach involves pricing your services based on the value and results you deliver to clients, rather than the time spent. Value-based pricing allows you to charge premium rates for your specialized expertise and align your incentives with your clients' success.

Action Steps:
1. List the key outcomes and benefits your services provide to clients
2. Research industry benchmarks for the value of these outcomes (e.g., increased revenue, time saved)
3. Develop a pricing structure that reflects the value you deliver rather than hours worked

Creating Service Packages
Bundling services to provide comprehensive solutions

Chris suggests creating service packages that address multiple aspects of your clients' needs. These packages can combine various digital marketing services into cohesive solutions, making it easier for clients to understand and purchase your offerings. Well-designed packages can also increase your average project value and streamline your workflow.

Action Steps:
1. Identify 3-5 core services that complement each other well
2. Create 2-3 tiered service packages that cater to different client needs and budgets
3. Develop clear descriptions and pricing for each package, highlighting the value and outcomes

By implementing these strategies - focusing your business, marketing effectively, and structuring your services and pricing - you can create a more successful and sustainable digital marketing consultancy. Remember to continuously refine your approach based on client feedback and market trends.
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Building Credibility and Authority in Your Niche

This section focuses on strategies to establish yourself as a trusted expert in your chosen niche, enhancing your ability to attract and retain high-value clients.

Developing Thought Leadership
Positioning yourself as an industry expert through content creation

Chris emphasizes the importance of consistently producing high-quality, insightful content that addresses the specific needs and challenges of your target audience. This could include blog posts, podcasts, videos, or social media content. By sharing valuable insights and staying ahead of industry trends, you position yourself as a go-to resource in your niche.

Action Steps:
1. Identify 5-10 key topics or questions that are most relevant to your niche
2. Create a content schedule to address these topics across various platforms
3. Commit to producing at least one piece of in-depth content (e.g., long-form blog post, video) per month

Speaking and Teaching Opportunities
Sharing your expertise through presentations and workshops

Chris suggests seeking out opportunities to speak at industry events, host workshops, or teach courses related to your niche. These activities not only position you as an expert but also provide valuable networking opportunities and can lead to new client relationships.

Action Steps:
1. Research upcoming conferences or events in your niche and apply to be a speaker
2. Develop a workshop curriculum on a key topic in your area of expertise
3. Reach out to local business organizations or schools to offer guest lectures or seminars

Scaling Your Digital Marketing Consultancy

This section addresses strategies for growing your business beyond individual client work, allowing for increased revenue and impact.

Developing Productized Services
Creating standardized service offerings for scalability

Chris introduces the concept of productized services - standardized offerings that can be delivered efficiently to multiple clients. This approach allows you to scale your business more effectively than custom projects, while still providing valuable solutions to your clients.

Action Steps:
1. Identify 2-3 common client needs that could be addressed with a standardized solution
2. Develop a process and pricing structure for each productized service
3. Create marketing materials to promote these standardized offerings

Building a Team or Network of Specialists
Expanding your capacity through strategic partnerships or hiring

As your business grows, Chris suggests considering ways to expand your capacity without compromising quality. This could involve hiring employees, partnering with other specialists, or building a network of freelancers. By carefully curating a team or network, you can take on more clients and offer a broader range of services.

Action Steps:
1. List the skills or services you most often need to complement your core offerings
2. Research potential partners or freelancers who specialize in these areas
3. Develop a system for vetting and onboarding new team members or partners

Creating Digital Products or Courses
Leveraging your expertise to create scalable income streams

Chris mentions the potential of creating digital products or online courses as a way to scale your impact and income. These products allow you to share your knowledge with a broader audience and generate passive income alongside your consulting work.

Action Steps:
1. Identify your most frequently asked questions or requested advice from clients
2. Outline a potential e-book or online course that addresses these common needs
3. Research platforms for hosting and marketing your digital products

Continuous Improvement and Adaptation
This final section emphasizes the importance of ongoing learning and adaptation in the fast-paced digital marketing landscape.

Staying Current with Industry Trends
Maintaining relevance through continuous learning

Chris stresses the importance of staying up-to-date with the latest trends, tools, and best practices in digital marketing. This ongoing education ensures that you can provide cutting-edge solutions to your clients and maintain your competitive edge.

Action Steps:
1. Subscribe to 3-5 reputable industry publications or newsletters
2. Set aside dedicated time each week for professional development and learning
3. Attend at least one major industry conference or training event annually

Soliciting and Acting on Client Feedback
Refining your services based on client input

Chris encourages regularly seeking feedback from your clients to understand their evolving needs and improve your services. This client-centric approach helps you refine your offerings, enhance client satisfaction, and identify new opportunities for growth.

Action Steps:
1. Develop a standardized feedback process for all client projects
2. Schedule quarterly check-ins with long-term clients to discuss their changing needs
3. Use client feedback to inform your service development and marketing strategies

By focusing on these areas - building credibility, scaling your business, and continuously improving - you can establish a thriving digital marketing consultancy that stands out in your chosen niche. Remember that success in this field requires a balance of specialized expertise, strategic thinking, and adaptability to meet the evolving needs of your clients and the market.\

---

Resources:

1. 2Bobs Podcast: https://2bobs.com/
- A highly recommended podcast for creative professionals seeking to deepen their understanding of business and strategy.

2. Jonathan's Daily List: https://jonathanstark.com/daily
- A resource for solo consultants aiming to maximize their efficiency and earnings without expanding their team.

3. Punctuation: Your Creative Firm is a Single Building with Two Rooms:
https://punctuation.com/your-creative-firm-is-a-single-building-with-two-rooms/
- An article offering insights into managing and structuring creative businesses effectively.

4. The Futur Content on Copywriting and Cold Emails
https://thefutur.com/content/copywriting-and-cold-emails)
- A guide focusing on crafting compelling copy and emails for business success.

5. 7 Strategies for Wealth & Happiness by Jim Rohn
https://www.goodreads.com/book/show/764702.7_Strategies_for_Wealth_Happiness
- A book that provides powerful ideas for achieving wealth and personal fulfillment.

---

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Designing a Subscription-Based Pricing Model for Creative Services

This session explores how to transition from project-based pricing to a subscription model for creative services, specifically in the context of graphic design and brand strategy. The discussion aims to help creative professionals increase their recurring revenue and provide consistent value to clients.

Understanding the Challenge of Subscription Models in Graphic Design

Difficulties in creating subscription models for general graphic design services

Chris Do acknowledges that developing a subscription model for general graphic design services can be challenging. This is due to the typically project-based nature of graphic design work and the varying needs of clients. However, he emphasizes that with the right approach, it's possible to create a successful subscription model that can generate significant recurring revenue.

Action Steps

1. Identify your core competencies in graphic design and related services
2. Analyze your current client base to understand their ongoing design needs
3. Brainstorm potential recurring design services that align with your skills and client demands

Defining Core Offerings and Financial Goals
Clarifying services and setting revenue targets for subscription models

The discussion begins by establishing Pik's core offerings and financial goals. Pik aims to provide general graphic design services, acting as an outsourced in-house design team for clients. She also considers offering Chief Brand Officer services. The financial goal is set at $300,000 in annual recurring revenue through the subscription model.

Action Steps

1. List all the design services you currently offer to clients
2. Set a specific annual recurring revenue goal for your subscription model
3. Identify which of your services could be packaged into a recurring offering

Focusing on Core Competencies

The importance of concentrating on primary skills rather than expanding too broadly

Chris strongly advises against adding services outside one's core competencies, such as motion graphics, unless there's a significant investment in developing those skills. He emphasizes that spreading too thin can lead to subpar work and increased competition from specialists. Instead, he recommends focusing on and showcasing the services where you excel.

Action Steps

1. Evaluate your current service offerings and identify your strongest skills
2. Remove or de-emphasize services that are not your core competencies
3. Develop a marketing strategy that highlights your expertise in your primary service areas

Understanding Current Pricing and Client Relationships

Analyzing existing pricing structures and client billing patterns

The discussion reveals that Pik's current pricing model involves monthly billing based on completed projects, with an average monthly revenue of around $10,000 per client. This insight provides a foundation for developing a subscription model that aligns with existing client expectations and spending patterns.

Action Steps

1. Calculate your average monthly revenue per client over the past 6-12 months
2. Identify patterns in client spending and project frequency
3. Use this data to inform your subscription pricing strategy

Developing a Subscription Model Framework

Creating a tiered subscription structure based on client needs and budget

Chris guides Pik through developing a tiered subscription model. He suggests creating three tiers: Bronze, Silver, and Gold. Each tier offers increasing levels of service and access to the design team. This structure allows clients to choose a package that fits their needs and budget, while providing a clear path for upselling.

Action Steps

1. Define three distinct service tiers (e.g., Bronze, Silver, Gold)
2. List specific deliverables and services included in each tier
3. Assign pricing to each tier based on the value provided and your revenue goals

Pricing Strategy for Subscription Tiers
Determining appropriate pricing for each subscription tier

Chris recommends setting the Bronze tier at $5,000 per month, Silver at $10,000, and Gold at $15,000. This pricing strategy is based on Pik's current average monthly billing of $10,000 per client. The tiered approach allows for both more affordable options and premium offerings, catering to a wider range of clients.

Action Steps

1. Set your baseline (Silver) tier price at your current average monthly billing
2. Price your Bronze tier at 50% of your Silver tier
3. Price your Gold tier at 150% of your Silver tier

Defining Service Offerings for Each Tier
Outlining specific services and deliverables for each subscription level

The discussion explores what services should be included in each tier. Bronze might offer a set number of design hours or specific deliverables per month. Silver could include more hours, additional services, or faster turnaround times. Gold might provide unlimited design work within reason, strategic input, and priority service. The key is to create clear differentiation between tiers to encourage upgrades.

Action Steps

1. List all possible services and deliverables you can offer on a recurring basis
2. Allocate these services across your three tiers, ensuring each tier offers increasing value
3. Create a clear, easy-to-understand breakdown of what's included in each tier

Addressing Client Concerns and Objections
Anticipating and overcoming potential client resistance to the subscription model

Chris and Pik discuss potential client objections to a subscription model, such as concerns about not needing design services every month. They explore strategies to address these concerns, including emphasizing the value of having a dedicated design team on call, the ability to roll over unused hours, and the long-term benefits of consistent brand management.

Action Steps

1. Compile a list of potential client objections to a subscription model
2. Develop clear, persuasive responses to each objection
3. Create a FAQ document addressing these concerns for potential clients

Transitioning Existing Clients to the Subscription Model
Strategies for moving current clients from project-based to subscription-based billing

The conversation touches on how to transition existing clients to the new subscription model. Chris suggests presenting the model as an evolution of their current relationship, highlighting the benefits such as predictable costs, priority service, and consistent brand management. He advises starting with clients who already have consistent monthly needs.

Action Steps

1. Identify clients with consistent monthly design needs as prime candidates for transition
2. Prepare a presentation outlining the benefits of the new subscription model
3. Schedule meetings with key clients to introduce and discuss the new pricing structure

Implementing a Chief Brand Officer (CBO) Service
Integrating strategic brand guidance into the subscription model

Pik mentions offering Chief Brand Officer services as part of her subscription model. Chris explores this idea, suggesting it could be a premium offering in the Gold tier or potentially a separate, higher-tier service. The CBO role would involve providing high-level strategic guidance on brand positioning, marketing strategy, and overall brand consistency.

Action Steps

1. Define the specific responsibilities and deliverables of a CBO service
2. Determine if this service should be part of the Gold tier or a separate, higher-priced offering
3. Create a detailed description of the CBO service to use in marketing materials

Focusing on Target Industries

Tailoring subscription offerings to specific industries for increased value

The discussion reveals that Pik's clients are primarily in the health tech and life science industries. Chris emphasizes the importance of leveraging this industry focus in marketing the subscription model. Specializing in these sectors allows Pik to offer more targeted, valuable services and position herself as an industry expert.

### Action Steps

1. Research the specific design and branding needs of the health tech and life science industries
2. Tailor your subscription offerings to address these industry-specific needs
3. Develop case studies and testimonials from your existing clients in these industries to showcase your expertise

## Balancing Workload and Team Capacity

### Topic Area - Managing resources effectively to deliver on subscription promises

Description: Chris and Pik discuss the importance of balancing client workload with team capacity. As the subscription model grows, it's crucial to ensure that the team can consistently deliver high-quality work to all clients. This may involve hiring additional team members or subcontractors, or carefully managing the number of clients at each tier.

Action Steps

1. Assess your current team's capacity and productivity
2. Create a plan for scaling your team as you acquire more subscription clients
3. Develop systems for tracking and managing workload across all subscription tiers

Marketing the Subscription Model
Strategies for promoting and selling the new subscription services

While not explicitly discussed in detail, the conversation implies the need for effective marketing of the new subscription model. This would involve clearly communicating the benefits of the subscription approach, showcasing the value of each tier, and highlighting the specialized industry knowledge that Pik's team offers.

Action Steps

1. Develop clear, compelling marketing materials that explain your subscription model
2. Create a comparison chart showing the benefits of each subscription tier
3. Prepare case studies demonstrating the long-term value of consistent design support

Measuring Success and Adjusting the Model

Tracking key performance indicators and refining the subscription offerings

Although not directly addressed in the transcript, it's important to implement systems for measuring the success of the subscription model and making necessary adjustments. This would involve tracking metrics such as client retention, upgrade rates, and overall revenue growth.

Action Steps

1. Identify key performance indicators (KPIs) for your subscription model
2. Set up systems to track these KPIs on a monthly and quarterly basis
3. Schedule regular reviews to assess the model's performance and make necessary adjustments

Overcoming Limiting Beliefs
Shifting mindset from project-based to subscription-based thinking

Throughout the conversation, Chris challenges Pik's initial belief that creating a subscription model for graphic design services is too difficult. He emphasizes that with the right approach and mindset, transitioning to a subscription model is not only possible but can lead to significant growth and stability in the business.

Action Steps

1. Identify and list any limiting beliefs you have about implementing a subscription model
2. Research and connect with other design professionals who have successfully implemented subscription models
3. Develop a positive affirmation or mantra to reinforce your ability to succeed with this new business model

‍

‍

Resource:

How to Ask Better Questions | The Art of Listening & Communication
https://youtu.be/KCQ7FAsZCHM?si=BBQqNt_UdHPOB34B

‍

Key Takeaways
The conversation between Chris and Pik provides valuable insights into the potential and challenges of implementing subscription-based models in service design businesses. Key takeaways include:

Shift in focus: Subscription models allow designers to redirect energy from client acquisition to producing high-quality work, potentially leading to improved outputs and increased client satisfaction.

Value creation: Successful subscription models must balance client value with business sustainability, offering clients impactful results at an attractive price point while remaining profitable for the designer.

Adaptability: While some design services (like web design) naturally lend themselves to subscription models, graphic designers can creatively adapt their services to fit this model.

Strategic pricing: Implementing gradual price increases and creating demand through limited supply can help maintain profitability and exclusivity.

Client relationships: Subscription models can foster longer-term client relationships, allowing for deeper understanding of client needs and more strategic design solutions.

Challenges: Designers must navigate issues such as defining scope, managing client expectations, and maintaining consistent value delivery over time.

Future opportunities: The subscription model opens doors for integrating new technologies, offering cross-disciplinary services, and addressing emerging client needs.

In conclusion, while transitioning to a subscription-based model presents challenges, it also offers significant opportunities for service design businesses. By focusing on ongoing value creation, strategic pricing, and adaptability, designers can create sustainable, client-centric business models that align with evolving market demands.

Successful implementation will require careful planning, clear communication with clients, and a willingness to iterate and refine the offering over time. As the design industry continues to evolve, subscription-based models may become an increasingly important way for designers to build stable, profitable businesses while delivering consistent value to their clients.

In-depth Summary:

Subscription-Based Service Design: Transforming Graphic Design Business Models

I. Introduction

Chris Do, the speaker in this transcript, addresses the challenge of transitioning from traditional project-based graphic design services to a subscription-based model. He emphasizes the importance of this shift, framing it as a crucial step for service design professionals to secure their future in the industry.

The main themes presented include:
1. The benefits of subscription-based models for both designers and clients
2. The challenges of implementing such models, particularly for traditional graphic designers
3. The need for creative problem-solving to develop valuable subscription offerings

Chris argues that dedicating 5-10% of one's efforts to designing a new business model could significantly impact a designer's career trajectory over the next decade. He positions subscription-based models as a solution to common pain points in the industry, such as the constant struggle to acquire new clients and the stress associated with project-based work.

II. Key Terminology and Concepts

1. **Subscription-based model**:
  Definition: A business model where clients pay a recurring fee for ongoing services.
 
  Chris presents this as an alternative to traditional project-based work in graphic design. He argues that this model can provide more stability for designers and consistent value for clients. "I really do believe that subscription-based models is really beneficial for you and your clients for a number of different reasons."

2. **Service design**:
  Definition: The practice of planning and organizing people, infrastructure, communication, and material components of a service to improve its quality and the interaction between the service provider and customers.
 
  Chris uses this term to encompass a broader range of design services beyond traditional graphic design. He encourages graphic designers to think of themselves as service design professionals to open up new possibilities for subscription models.

3. **K-P-Is (Key Performance Indicators)**:
  Definition: Measurable values that demonstrate how effectively a company is achieving key business objectives.
 
  Chris mentions KPIs in the context of designing subscription services: "where your clients feel they get... all the results that they want the impact. The K-p-i's that matter to them at a price that they would consider a steal."

4. **Unlimited design**:
  Definition: A service model where clients pay a fixed fee for unrestricted access to design services within a given time frame.
 
  This concept is introduced by Pik as a strategy she attempted: "A subscription 5,000, and then unlimited design, like design support Monthly."

III. Rhetorical Analysis

Chris Do employs several rhetorical strategies to persuade his audience:

1. **Appeal to long-term thinking**: Chris encourages designers to allocate mental resources to future-proofing their businesses. "I strongly encourage you to put some percentage of your brain power, maybe 5 to 10% designing your next business model that's going to carry you into the next 10 plus years."

2. **Problem-solution structure**: He first outlines the problems with traditional project-based work (stress, constant client acquisition) before presenting subscription models as a solution.

3. **Quantification**: Chris uses specific numbers to make his arguments more concrete and achievable. For example, "if you can find, I think, 8 to 20 clients on an annual basis... You can hit all of your financial goals."

4. **Contrast**: He contrasts the current model's focus on finding new clients with the proposed model's focus on doing great work, emphasizing the quality-of-life improvement for designers.

5. **Interactive approach**: By engaging directly with Pik and using her experience as a case study, Chris makes the discussion more relatable and practical for his audience.

6. **Repetition**: Chris repeatedly emphasizes the benefits of subscription models throughout the transcript, reinforcing his main argument.

The effectiveness of these strategies likely varies depending on the audience. For experienced designers frustrated with traditional models, the appeal to long-term thinking and the problem-solution structure may be particularly compelling. For newer designers, the quantification and concrete examples might be more persuasive.

IV. Key Insights and Practical Applications

1. **Shift in focus from client acquisition to quality work**

Chris argues that subscription models allow designers to redirect energy from constantly finding new clients to producing high-quality work. "You can hit all of your financial goals while focusing more of your energy and your creativity towards doing great work as opposed to finding new clients."

This insight suggests a potential transformation in the day-to-day operations of design businesses. Designers could allocate more time to skill development, creative exploration, and client satisfaction, potentially leading to higher quality outputs and increased client retention.

2. **Creating demand through limited supply**

Chris introduces the concept of creating a waitlist for services: "It's just about making sure people are aware of what you're doing, so that they that you're able to create more demand than their supply of you. So they get on a wait list, and then when a new opening happens, then they can jump in."

This approach could be implemented by:
- Regularly showcasing high-quality work on social media platforms
- Sharing client success stories and testimonials
- Creating content that demonstrates the ongoing value of the subscription service
- Limiting the number of subscription slots available at any given time

3. **Gradual price increases**

Chris suggests the possibility of slowly increasing subscription rates over time. This strategy could be applied by:
- Implementing annual rate reviews
- Communicating added value to clients before price increases
- Grandfathering existing clients at lower rates while charging new clients higher rates
- Offering tiered subscription levels with different price points and service offerings

4. **Tailoring subscription models to different design disciplines**

While Chris acknowledges that some design services (like web design) are more naturally suited to subscription models, he encourages graphic designers to think creatively about how to adapt their services. This insight could be applied by:
- Analyzing client needs for ongoing design support (e.g., social media graphics, marketing materials)
- Identifying repetitive design tasks that could be bundled into a subscription
- Exploring complementary services that could add value to a design subscription (e.g., brand strategy sessions, design education for the client's team)

5. **Balancing client value and business sustainability**

Chris emphasizes the importance of designing a service "where your clients feel they get... all the results that they want the impact. The K-p-i's that matter to them at a price that they would consider a steal." Simultaneously, he stresses that the model should be "sustainable for you."

This balance could be achieved by:
- Conducting thorough research on client needs and pain points
- Clearly defining the scope of services included in the subscription
- Implementing systems and processes to efficiently deliver recurring services
- Regularly reviewing and optimizing the service offering to maintain profitability

V. Examples, Analogies, or Case Studies

1. **Website design as an ideal subscription service**

Chris uses website design as an example of a service well-suited to subscription models: "websites seem like the ideal thing because websites are not static. There's compliance, there's security patches. There's updates, there's content. There's design changes, there's content changes all the time."

This example illustrates key characteristics of an ideal subscription service:
- Ongoing need for updates and maintenance
- Regular changes in content and design
- Technical aspects that require expert knowledge
- Continuous value delivery to the client

2. **Pik's experience with unlimited design subscriptions**

Pik shares her attempt at implementing a subscription model: "I tried to do unlimited, I tried to do... A subscription 5,000, and then unlimited design, like design support Monthly."

This case study highlights potential pitfalls in subscription model implementation:
- The challenge of defining "unlimited" in a sustainable way
- The need to carefully price services to ensure profitability
- The importance of setting clear boundaries and expectations with clients

3. **Branding and identity design as a foundation for ongoing services**

Pik describes her current service offering: "I do branding and identity design. But then, usually afterward, I help... like my client, do all kinds of marketing materials right from building the template social media website."

This example suggests a potential structure for a graphic design subscription:
- Initial branding project as an entry point
- Ongoing support for various marketing materials
- Regular updates to brand assets and templates
- Social media content creation and management

By analyzing these examples, we can identify common elements of successful subscription models in design:
- Recurring client needs
- Opportunities for ongoing optimization and improvement
- A mix of creative and technical services
- Clear value proposition for the client

VI. Strategies for Implementation

Based on the transcript, we can extract several strategies for implementing a subscription-based model in a service design business:

1. **Start with a transitional approach**

Chris suggests beginning with a hybrid model: "Maybe you start off with a regular project, and then you transition them into some kind of retainer or subscription-based model." This strategy allows for:

- Building trust with clients through traditional project work
- Demonstrating ongoing value before proposing a subscription
- Gradual adaptation for both the designer and the client

2. **Identify recurring design needs**

Chris emphasizes the importance of finding "consistent work that you can do on a recurring basis." To implement this:

- Analyze past projects for tasks that clients frequently request
- Survey existing clients about their ongoing design needs
- Look for patterns in client feedback and pain points

3. **Create tiered subscription options**

While not explicitly mentioned, this strategy is implied in the discussion about pricing and service offerings. Implementation could involve:

- Developing different service levels (e.g., basic, standard, premium)
- Clearly defining what's included in each tier
- Allowing clients to upgrade or downgrade as needed

4. **Establish clear boundaries**

Chris hints at the importance of setting limits: "You can hit all of your financial goals while focusing more of your energy and your creativity towards doing great work." To achieve this:

- Define specific deliverables for each subscription tier
- Set clear turnaround times for different types of requests
- Establish a process for handling out-of-scope work

5. **Focus on client education**

Chris mentions the need to make clients aware of the value: "It's just about making sure people are aware of what you're doing." Implement this by:

- Creating case studies showcasing the benefits of ongoing design support
- Developing educational content about the importance of consistent branding
- Offering workshops or webinars on design-related topics

6. **Implement a waitlist system**

Chris suggests creating demand through limited supply: "So they get on a wait list, and then when a new opening happens, then they can jump in." To execute this:

- Set a cap on the number of active subscriptions
- Create a simple sign-up process for the waitlist
- Regularly communicate with waitlisted prospects to maintain interest

7. **Continuously refine the offering**

While not explicitly stated, the need for ongoing improvement is implied. Implement this by:

- Regularly soliciting feedback from subscription clients
- Analyzing which services are most frequently used
- Staying updated on industry trends to add relevant new services

VII. Challenges and Limitations

1. **Resistance to change**

Chris acknowledges that shifting to a subscription model can be challenging: "I heard you say that it's going to be tough to do this as a graphic designer." Potential obstacles include:

- Client reluctance to commit to ongoing fees
- Designer hesitation to change established business practices
- Difficulty in quantifying the value of ongoing design services

2. **Defining scope and managing expectations**

Pik's experience with "unlimited design" highlights the challenge of setting boundaries. Issues may include:

- Clients expecting more than what's feasible within the subscription fee
- Difficulty in estimating time and resources needed for ongoing work
- Balancing client demands with sustainable business practices

3. **Pricing strategy**

Finding the right price point is crucial. Challenges might include:

- Setting a fee that's attractive to clients but still profitable
- Accounting for potential scope creep in ongoing projects
- Determining how to handle price increases over time

4. **Consistent value delivery**

Maintaining high-quality output over an extended period can be challenging. Potential issues:

- Avoiding creative burnout from repetitive tasks
- Ensuring that long-term clients continue to see fresh value
- Managing workload across multiple ongoing subscriptions

5. **Cash flow management**

While not directly addressed in the transcript, shifting to a subscription model can impact cash flow. Considerations include:

- Adjusting to smaller, regular payments instead of larger project fees
- Managing resources for ongoing work versus one-time projects
- Handling potential client churn and its impact on revenue

6. **Service standardization**

Creating a scalable subscription model may require standardizing services, which can be challenging in creative fields. Issues might include:

- Balancing standardization with creative customization
- Developing processes that can be consistently applied across clients
- Training team members to deliver consistent quality in a subscription model

By acknowledging and preparing for these challenges, service design professionals can develop more robust and successful subscription-based business models.

---

Zoom Whiteboard Link:
https://zoom.us/wb/doc/SrTB3WGzR02qaBa-xvj_3Q/p/73460861960192

Prompts:

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Making Content and Using AI

This call focused on providing strategies for consistently creating valuable content, gamifying the process through a "content bingo" challenge, and exploring how AI can streamline content creation workflows. The overarching goal was to help overcome inertia around content creation.

The Content Bingo Challenge  

Using a bingo board format to incentivize taking diverse content creation actions

Chris introduced a "content bingo" board with different content activities like writing a blog post, creating a video, etc. The idea was to gamify the process of consistently creating content across multiple formats and platforms. Completing a full bingo line or coverall bingo would be the goal to strive towards. This turns content creation into more of a fun challenge versus an intimidating obligation. The variety keeps things fresh and caters to different strengths.

Action Steps:
1. Print out or bookmark the content bingo board
2. Commit to crossing off at least one square per week
3. Celebrate small wins along the way towards bingo lines

Overcoming Content Creation Hurdles
Pushing past inertia and negative self-talk around content creation

Chris acknowledged that consistently creating content can feel overwhelming, especially when you're not yet seeing results from the effort involved. He aimed to reframe it as a worthwhile process of gradually building an audiences' trust and relationship with you over time. Negative self-talk like "but no one's reading/watching" can become a self-fulfilling prophecy if you let it freeze you into inaction. The bingo approach makes it feel lower-stakes and more manageable.

Action Steps:
1. List out your common negative thought patterns around content creation
2. Reframe each one into a positive affirmation (e.g. "I'm planting seeds for future growth")
3. Piggyback content creation sessions with other habits to make it feel more natural

Leveraging AI for Content Assistance
Using AI tools like ChatGPT to augment and accelerate content creation  

Chris spent time exploring the expanding capabilities of AI language models like ChatGPT for aiding in various content creation tasks. From generating content outlines and drafts to editing and repurposing existing content into new formats, AI can be a powerful force multiplier. He encouraged everyone to start experimenting with these tools and pushing the boundaries of what they think AI can handle.

The key is learning how to prompt the AI effectively to steer its output towards your desired goals, whether that's ideation, writing, analysis, or other content needs. Combining human creativity with AI's skill in rapid iteration can unlock new levels of quality and consistency.

Action Steps:
1. Sign up for a ChatGPT account (or another AI writing tool)
2. Study effective prompt engineering techniques
3. Identify 2-3 aspects of your content creation process to pilot using AI assistance

Creating for the Long Game
Adopting a patient, long-term mindset towards cultivating an audience through content

Throughout the call, Chris reiterated that building a loyal audience of any substantial size through content is a long-game endeavor. It's about planting seeds of value consistently over years, not chasing ephemeral metrics like viral hits or vanity follows. Each piece of content contributes to a body of work that showcases your expertise and viewpoint. An audience's trust gets earned gradually through the accumulated weight of that content over time.

The goal isn't any single piece going viral, but developing a self-perpetuating machine for continual audience growth. This slow burn approach may be at odds with our cultural obsession with insta-fame and get-rich-quick schemas around content creation. But true resonance and authority accrue through patient, committed effort.

Action Steps:
1. Determine your personal "why" for creating content beyond just business metrics
2. Set an audacious multi-year goal for the size of your ideal audience
3. Plan content cadences and formats you can realistically sustain long-term

Resourcefulness and Overcoming Limiting Beliefs
Developing a resourceful, "figure it out" mentality versus staying stuck in limiting beliefs

Chris challenged the group to push past self-imposed limitations and scarcity mindsets that can stunt growth as entrepreneurs. He insisted "the prize is you" - putting the onus on each person to tap into their own ingenuity and resolve to overcome obstacles.

This requires cultivating a mindset of resourcefulness, where you get scrappy about finding creative ways to solve problems and achieve goals versus making excuses. Every limit is an invention of the mind. With the right psychology and determination, you can always find a path through or around barriers.

Action Steps:
1. Write down your biggest limiting beliefs currently holding you back
2. For each one, list out alternative perspectives that empower more possibility
3. Share your limiting beliefs with the group and crowdsource resourceful solutions

The Importance of Taking Ownership
Fully owning your goals, actions and results as an entrepreneur

A key separator between entrepreneurs and others is the degree of psychological ownership they take over their activities and outcomes. As an entrepreneur, there is no boss or system to depend on - you are the entrepreneur and "chief reality creator" of your world.

This means no more amateur, half-committed efforts. You must take full ownership and responsibility for your dreams, put in the work, and be unstoppable in finding ways to create the reality you want to see. Half-measures and waiting for permission will only lead to disappointing results. Embrace being the owned of your destiny.

Action Steps:
1. Get crystal clear on your biggest goals and write them down
2. Audit where you're making amateur, de
nial-based or victim-minded excuses
3. For each goal, list out 5 "ownership actions" only you can take full responsibility for

Adopting a Long-Term Perspective
Looking past short-term losses/frustration towards your long-term vision

Building something enduring as an entrepreneur requires phenomenal patience and fortitude. Too often, temporary setbacks or chunks of time with slower progress provoke excessive self-doubt and premature quitting.

Chris emphasized the need to cement an unwavering long-term perspective internally. Turbulence and volatility are inevitable when charting a new course - the goal is to cultivate the resilience to push through the storms. Those who can stay  centered on their deeper "why" and quasi-spiritual calling amidst the noise are the ones who break through long-term.

Action Steps:
1. Write out a vividly-detailed multi-year vision for your desired future self/business
2. Identify which short-term frustrations currently cause you to feel discouraged
3. Re-commit through ceremony (vision board, personal event, etc) to your long-term path

Chris Do on Financial Planning for Business

Chris Do shares insights on how to approach financial planning for your business by examining financial records, projecting future earnings, and setting realistic and stretch goals.

Key Points:

1. Review Financial Records:
  - Look at your financial records for the first two quarters (Q1 and Q2).
  - Identify any anomalies, such as gaining or losing a significant client.
  - Understand why your numbers may differ from the expected.

2. Calculate Gross Income:
  - Determine your gross income for the first half of the year.
  - Gross income is the total earnings before expenses, not profit.

3. Project Future Earnings:
  - Take your gross income for the first half of the year and divide it by two to estimate your quarterly income.
  - Project this quarterly income for the remaining quarters of the year to get an annual projection.

4. Set Goals:
  - Use your projected annual income to set financial goals.
  - Establish a realistic goal based on your current trajectory.
  - Define stretch goals for additional motivation and potential growth.

Key Action Steps to Implemen:

1. Gather Financial Information:
  - Review your financial records for Q1 and Q2.
  - Consult with your accountant, financial planner, or a trusted advisor to gather accurate data.

2. Analyze Anomalies:
  - Identify any unusual financial activities or changes in client base that may affect your numbers.
  - Understand the reasons behind any significant financial changes.

3. Calculate Projections:
  - Divide your gross income for the first half of the year by two to find your average quarterly income.
  - Multiply this average by four to project your total annual income.

4. Set Realistic and Stretch Goals:
  - Based on your projections, set a realistic income goal for the year.
  - Establish stretch goals for potential higher earnings to motivate and challenge your business growth.

5. Track Progress:
  - Regularly review your financial progress against your goals.
  - Adjust your strategies as needed to stay on track or to achieve your stretch goals.

By following these steps, you can create a structured approach to financial planning that helps you understand your current financial position, project future earnings, and set achievable goals to drive your business forward.

Chris Do on Showing Gratitude for Client Generosity

Chris Do discusses how to appropriately express gratitude to clients who provide new opportunities and financial support, emphasizing the importance of personal effort over monetary gifts.

Key Points:

1. Visualize Client Generosity:
  - Imagine receiving tens of thousands of dollars from a client as new opportunities.
  - Think about how you would respond to such a gesture.

2. Avoid Monetary Gifts:
  - Giving money in return can be perceived as offensive or cheapening the act of generosity.
  - Instead of giving money, focus on expressing genuine gratitude through thoughtful actions.

3. Effort Over Money:
  - Effort and personal touches are more meaningful than monetary gifts.
  - Reflect on personal relationships where effort made a significant impact over financial gestures.

4. Personalized Thank You Notes:
  - Write a heartfelt, personalized thank you note on quality stationery.
  - Visit a stationary store and choose a nice card stock and envelope.
  - Use your best writing pen to craft a sincere message.

Steps to Express Gratitude:

1. Write a Personal Note:
  - Address the client by name.
  - Express sincere appreciation for their support and the new opportunities they have provided.
  - Mention how your business relies heavily on referrals and how much their support means to you.

2. Avoid Generic Gifts:
  - Be mindful of the client's preferences. Generic gifts like flowers may not always be well-received.
  - Take the time to understand what the client would genuinely appreciate.

3. Example of a Thank You Note:
  - "Dear [Client's Name], I recently heard from [Person's Name] that you had sent him my way. As a small business owner, referrals are 90% of how I get new business. From the bottom of my heart, I truly thank you. If there's ever anything I can do for you, please do not hesitate to call. This isn’t about money. This is just about my genuine appreciation for you."

4. Communicate Your Dependence on Referrals:
  - Highlight the importance of referrals to your business in your note.
  - This subtly encourages the client to continue supporting you through referrals.

By focusing on personal effort and thoughtful communication, you can effectively show gratitude and strengthen your client relationships.

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Chris Do on Setting and Monitoring Financial Goals

Chris Do discusses the importance of setting and monitoring financial goals for your business on a quarterly, monthly, and weekly basis to ensure you stay on track.

Key Points:

1. Focus on the Next Quarter:
  - Break down your annual goal into manageable quarterly, monthly, and weekly targets.
  - This helps in maintaining focus and tracking progress effectively.

2. Annual Goal Breakdown:
  - Example: If your 2024 goal is $100,000, divide it by 4 to determine your quarterly goal.
  - Quarterly goal: $25,000.

3. Quarterly to Monthly Breakdown:
  - Divide the quarterly goal by 3 to get the monthly target.
  - Monthly goal: approximately $8,333 (for simplification, Chris uses $8.5K).

4. Monthly to Weekly Breakdown:
  - Divide the monthly goal by 4 to get the weekly target.
  - Weekly goal: approximately $2,125.

5. Weekly Monitoring:
  - Track your weekly progress to ensure you are on track to meet your goals.
  - Adjust your efforts if you are falling behind or performing above target.

6. Self-Monitoring as CFO:
  - Many small business owners may not afford a CFO, so it's crucial to develop basic financial literacy.
  - Understanding and managing your finances boosts confidence and helps in achieving your goals.

Actionable Steps:

1. Set Your Annual Goal:
  - Determine your financial goal for the year (e.g., $100,000).

2. Break Down the Goal:
  - Divide the annual goal by 4 to get your quarterly target.
  - Divide the quarterly goal by 3 to get your monthly target.
  - Divide the monthly goal by 4 to get your weekly target.

3. Track Your Progress:
  - Monitor your weekly earnings to ensure they align with your target.
  - Adjust your efforts if you are behind or ahead of schedule.

4. Develop Financial Literacy:
  - Educate yourself on basic financial principles to effectively manage your business finances.
  - This knowledge empowers you to make informed decisions and stay on track with your financial goals.

By following these steps, you can systematically approach your financial targets, ensuring you stay on track throughout the year and adjust your efforts as needed to achieve your business goals.

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How to effectively establish yourself as a thought leader and create valuable content that resonates with your target audience.

1. Develop Awareness Strategies:
• Actively promote your business and expertise to make others aware of your presence.
2. Write Thought Leadership Content:
• Pretend you're being interviewed by a top industry magazine.
• Write down 10 significant questions and answer them in detail.
3. Distribute Content Across Platforms:
• Post your answers on Linkedin and repurpose them for other social media platforms.
• Aim to be present across multiple channels to reach a broader audience.
4. Engage with Your Audience:
• Monitor the traction your content receives and engage with your audience to build relationships.

Resources:
Here are the links mentioned in the chat:

1. Claude AI: https://claude.ai/
2. Pik's Instagram: https://www.instagram.com/kungpikliu/
3. Pik on LinkedIn: https://www.linkedin.com/in/kungpikliu/
4. Pik’s website: https://www.designangel.la
5. The Futur Pro Library - Lead Gen Support: https://thefutur.com/membership/pro-library/lead-gen-support
6. The Futur Content - Mastering the Language of Business Success - With Phil M. Jones: https://thefutur.com/content/mastering-the-language-of-business-success---with-phil-m-jones
7. The Futur Content - How to Write Social Media Content That Attracts Millions with Jasmin (Jay) Alic: https://thefutur.com/membership/pro-library/how-to-write-social-media-content-that-attracts-millions-with-jasmin-jay-alic

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Transitioning to a Subscription-Based Business Model

Introduce core topic of restructuring services from one-time fixed fees to recurring subscription fees. This call covers strategies for shifting from a traditional one-off project billing approach to an ongoing subscription model for generating more predictable revenue streams. Chris Do aims to help attendees reimagine their offerings through this alternative framing.

Understanding Fixed Fee Engagements  

Summarize pros and cons of fixed fee model
Evaluating tradeoffs of one-time fixed fee billing  

Chris Do opens by reviewing the familiar fixed fee approach where clients pay a single lump sum for a defined scope of work with a clear start and end. Advantages highlighted include guaranteed income, predictable revenue, client understanding of the total cost upfront, and ability to make more if work is completed efficiently. However, downsides are unpredictable lengthy gaps between projects, ongoing sales effort required to continually refill the pipeline, and potential "feast or famine" income volatility.

Action Steps:
- Audit your current services and revenue model
- List out pros and cons you've experienced with fixed fees
- Identify any client types or offerings well-suited to test subscriptions

Introducing the Subscription Model
Contrasting subscription vs. retainer agreements  

Clarifying the distinction between subscriptions and retainers

Chris Do acknowledges initial confusion around the difference between subscription fees and retainer agreements. A key distinction provided is that retainers are typically use-it-or-lose-it prepaid bank of hours, whereas subscriptions provide defined ongoing access and value delivery regardless of hours used in a given month. Subscriptions shift the mindset to providing continuous access to a role or relationship rather than nickel-and-diming customers for time. This aligns pricing with the value experienced rather than task completion.

Action Steps:
- Determine which current services could transition to a subscribe-and-access model
- Identify any unlimited, on-demand or background support aspects to bundle into subscription
- Experiment with decoupling value from time by exploring fixed monthly fees  

Benefits of the subscription model

Advantages that subscription pricing can unlock

The primary benefits covered include smoother monthly recurring revenue and better income predictability, stickier longer-term customer relationships, separating pricing from time-based outputs, packaging up smaller offerings clients couldn't justify large upfront spend on individually, and removing the disincentive for customers to minimize utilizing your services. Other pluses are increasing the total accessible market by lowering initial barriers to entry and capturing more share-of-wallet from existing customers.

Action Steps:
- Calculate your average client lifespan to model lifetime value potential  
- Forecast different revenue and market share scenarios with subscription model
- Design service bundles with more components than typically engaged for individually

Reframing Value Delivery

Shifting to continual value-added relationship

Reposititioning the engagement from project-based to ongoing support

A key mindset shift required is moving away from transactional, one-off project completion in favor of an always-available, continually value-additive relationship. Rather than doing a job and moving on, the subscription model means you are perpetually responsible for proactively improving, optimizing and enhancing results for the customer on a recurring basis. This may require up-front overdelivery to demonstrate the expanded value incorporation until renewals occur and trust is built.

Action Steps:
- Define the comprehensive scope of support a continual relationship would entail
- Outline process for regular check-ins, updates and collaborative engagement
- Develop leading indicators to demonstrate ongoing value beyond just project completion

Evolving pricing model to de-risk adoption
Using subscription model to lower barrier to entry

With the subscription model, customers can access high level premium services and expertise with a lower initial cash outlay, allowing them to derived benefit immediately before incurring the full costs of a major implementation or initiative all at once. This essentially de-risks the decision to move forward by letting clients start realizing value first before deciding to double down on a larger expansive engagement. For providers, it allows rapidly seeding the relationship and getting a foot in the door.

Action Steps:
- Identify entry-level subscription tiers for lower buy-in
- Map out natural upsell path from basic to premium levels
- Design triggers/cues for expanding scope based on proven value

Operationalizing the Subscription Model
Aligning services to subscription packaging

Restructuring offerings and pricing for recurring billing

To successfully transition to a subscription model, services need to be repackaged from one-off projects into renewable, ongoing components. This may involve breaking down larger engagements into phases, modules or productive capacities that renew continuously. Value-additive activities like monitoring, optimizing, strategic advising and on-demand support lend well to subscription-based pricing. The aim is providing defined ongoing access rather than nickel-and-diming customers for time spent.

Action Steps:
- Inventory all services, breaking them into phased components
- Identify areas providing continuous value beyond initial completion
- Package combinations of services into recurring membership tiers

Implementing the subscription operations  
Enabling the recurring billing and engagement model

From an operations standpoint, Chris Do outlines needed components like shopping cart software to sell subscriptions, payment gateways for recurring billing, delivery mechanisms for subscription fulfillment, and engagement processes to nurture ongoing relationships. Up-front work is required to build subscription-based sales funnels, marketing sequences, onboarding processes and customer success protocols. However, once established, the model runs more automatically than starting from scratch each engagement.

Action Steps:
- Research subscription management tools and payment solutions
- Map out a customer lifecycle and touchpoints from marketing to renewals
- Develop content, training and standard operating procedures for subscription delivery

Pricing subscriptions for value over time  

Determining optimal subscription fee levels and pricing strategy

Pricing subscriptions requires a shift in mindset from bill rates and project budgets to evaluating the value provided over the full subscriber lifetime. Factors to consider are competitive service equivalents, market benchmarks for similar subscriptions, willingness to pay, and projected customer lifetime value. Pricing too low leaves money on the table, while excessive costs reduce adoption. Chris Do suggests starting higher than expected, while removing friction and reinforcing value delivery.

Action Steps:
- Analyze market rates and competitor subscription pricing benchmarks
- Calculate estimated customer lifetime value based on projected renewals
- Test pricing tiers positioning and anchoring based on perceived value

Transitioning Existing Clients
Discussing subscription upgrades

Approaching existing clients about subscription model transition  

For existing clients on traditional fixed fee models, Chris Do recommends being transparent about exploring subscription offerings as an option to provide more continuous value and support. Emphasize this enhances the relationship rather than diminishing services. Existing trust and familiarity provides a springboard for testing subscription upgrades and renewals with a familiar audience before marketing more broadly. Chris Do cautions against blindly transitioning everyone overnight, but gaining buy-in adopters.

Action Steps:
- Identify existing clients and segments best suited for subscription model
- Develop talking points comparing current value to enhanced subscription
- Propose subscription upgrade for continual service on a trial basis  

Offering incentives for early subscription adoption
Providing migration benefits to convert existing clients

To accelerate transitioning the existing client base, Chris Do suggests offering incentives and grandfather privileges for being among the early subscription adopters. This could include promotional pricing, letting existing fees and agreements roll over into the new model, or providing added bonuses and extras to convey expanded value perception. The goal is reducing friction to adopt the new subscription-based model versus the comfortable status quo.

Action Steps:
- Define a special promotional pricing tier for existing customers
- Allow existing clients to migrate at renewal without disruption
- Add exclusive bonus benefits for current clients upgrading to subscription

Offer Design
Subscription
What is the primary result that the client wants?
What are they trying to avoid? What is creating a headache for them?
How much are they currently spending to solve this problem?

Additional Resources:

Pro Call #246
https://thefutur.com/membership/pro-library/premium-pricing-and-positioning

Pro Call #241
https://thefutur.com/membership/pro-library/lead-generation-support-2

Pro Call #238
https://thefutur.com/membership/pro-library/lead-gen-support

Secret to Running a $1 Million Solo Design Agency
https://youtu.be/8vwgUwgH2Js?si=xC936j3ldJg6MlYo

Pro Call #241

GPT Prompt:

I am a ____. I generally ___ _____.

For the kinds of things that I do help me to design a business model that's a subscription-based model, as described by Ronald Baker in his book Times Up.

Help me figure out my target audience, the offer, and suggest anything that is currently trending in terms of what people need and how you see that moving into the future.

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(Fill in the blank with your relevant details about your service/product and goals.)
Example:

"I am a copywriter. I generally write copy for email marketing funnels and websites. For the kinds of things that I do help me to design a business model that's a subscription base model, as described by Ronald Baker in his book Times Up.

Help me figure out my target audience, the offer, and suggest anything that is currently trending in terms of what people need and how you see that moving into the future."

‍

Transitioning to a New Niche
Izzy is transitioning her design business to focus on event branding within the cultural sector like museums, theaters, and festivals. This shift requires refining her brand positioning and messaging to attract more clients in this new niche.

Refining the Client Avatar

Clearly defining and validating the ideal client profile

To effectively market to the cultural sector, Izzy needs to solidify her client avatar - the prototypical client she wants to attract. Using AI tools like ChatGPT can help refine this persona based on research into the wants, needs, and demographics of her target audience. A well-defined client avatar allows all marketing efforts and messaging to speak directly to that ideal client.

Action Steps:
1. Research cultural institutions, their values, and their audiences to understand drivers.
2. Use ChatGPT to synthesize data into a clear, multi-dimensional client persona.
3. Get feedback from current clients to validate and iterate on the avatar.

Website Redesign
Aligning website content with the new client avatar

With a refined client avatar, Izzy can now update her website's copy and content to directly resonate with that target persona. The website is a critical marketing asset that must communicate her unique value proposition for the cultural sector. Involving a professional copywriter could further elevate and polish the messaging.

Action Steps:
1. Conduct a content audit to identify gaps between existing copy and the new avatar's needs.
2. Rewrite all website pages through the lens of the validated client persona.
3. Hire a copywriter to refine the narrative and optimize calls-to-action.  

Breaking Through Hesitation
Overcoming the reluctance to ask probing, personal questions  

Chris mentions the immense value in being willing to ask difficult, even seemingly intrusive questions to gain valuable insights. He shares a personal example of revealing his own earnings as a model of the transparency required for professional growth. Chris encourages pushing past discomfort to inquire about topics others may avoid.

Action Steps:
1. Reflect on your hesitations around asking probing questions in professional contexts.
2. Practice raising incisive questions in low-stakes conversations to build comfort.
3. When engaging someone, consciously push past inner resistance to ask for revealing details.

Genuine Curiosity Builds Rapport  
Asking thoughtful questions to deepen relationships and understanding

Chris contrasts simply interrogating someone with a genuine spirit of curiosity and desire to learn about their experience. Approaching conversations openly and warmly, without judgement, creates an environment of trust where people feel safe to share authentically. This mutual vulnerability breeds rapport.

Action Steps:
1. Before important conversations, reflect on what you truly want to understand about the other person.
2. Listen actively and allow follow-up questions to arise organically from curiosity.
3. Note when you feel tempted to make assumptions, and pivot to asking questions instead.

Evaluating Business Viability
Rigorously assessing profit potential and scalability of a business model

Chris stresses the necessity of critically analyzing whether a business model can actually generate sufficient profits and scale in a sustainable way. Many get excited about an idea without vetting its financial viability. He encourages diligence in projecting all costs and revenue potential for a realistic picture.

Action Steps:
1. Map out all potential costs and risks associated with your business model.
2. Estimate realistic revenue and profits based on market data, not optimistic assumptions.
3. Pressure test your model by playing out different growth scenarios and bottlenecks.

Leveraging Relationships for Opportunity

The Power of Introductions  
How mutual connections can facilitate beneficial new relationships

Chris illustrates the power of using existing connections to get introduced to others who may become valuable collaborators or clients. The example of his interaction with Daniel Priestley shows how an intro from a mutual acquaintance kicked off a fruitful relationship. Warm introductions provide credibility.

Action Steps:
1. Identify people in your network who could potentially introduce you to promising contacts.
2. Explain the specific value in connecting, so they understand the"why" behind an intro.
3. After the intro, follow up quickly while capitalizing on that initial context.

Having a Platform Attracts Interest
How a strong personal brand creates opportunities for collaboration

Chris notes that by intentionally building his own platform and following, he attracts interest from others looking to expand their own reach. With a large engaged audience, Chris can be selective about who he chooses to highlight through collaborations that provide mutual benefit.  

Action Steps:
1. Focus efforts on consistently creating value-driven content to grow an audience.
2. Identify potential partners whose offerings or expertise complement yours.
3. Propose collaborative content or cross-promotion that allows you both to win.

Assessing Profit and Business Viability
Rigorously evaluating all costs and revenue potential for any new business

Building on previous advice about evaluating business models, Chris stresses the need to get radically accurate about assessing profitability and viability. He illustrates how perceived profits can quickly get eaten up by under-estimated costs. A sober, data-driven projection of all expenses vs. revenue potential determines true feasibility.

Action Steps:
1. Map out all costs - personnel, equipment, overhead, insurance, etc. Don't overlook hidden costs.  
2. Don't make optimistic assumptions. Base revenue forecasts on demonstrable evidence and data.
3. Identify and stress test all key assumptions. Validate each aspect of the model.

Deprogramming Inherited Belief Systems
Questioning beliefs inherited from external authorities

Chris emphasis that many of our assumed "truths" are simply belief systems inherited from parents, culture, institutions and other authorities during our formative years. As part of self-determination, we must decide what to keep or discard.

Action Steps:
1. Make a list of your core driving beliefs/values and their origins.  
2. For any beliefs sourced from external authorities, examine if you still consciously choose them.
3. Be willing to let go of or update beliefs misaligned with your direct experience.

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Sales Training and Questioning Skills

Introducing the value of practicing specific skills to improve overall sales abilities. The focus is on learning how to ask better questions.

Importance of Asking Good Questions

Developing the skill of asking strategic, open-ended questions

Chris highlights that one of the most valuable skills in the 21st century is learning how to ask really good questions. This will help improve sales capabilities, client management, staff management, and even prompting AI language models more effectively. Good questions should be open-ended, strategic but not leading, and avoid aggressive or binary language. Practicing how to rephrase questions is crucial.

Action Steps:
1. Identify areas where you tend to ask leading, binary, or aggressive questions in client/colleague interactions.
2. Before important conversations, prepare 3 open-ended strategic questions relevant to the discussion topics.
3. Rephrase any accusatory, confrontational or closed questions into open-ended, consultative framings.

Critique of Top-Down Teaching Style

Moving towards a bottom-up, skill-building approach to training

Chris reflects that his previous top-down style of teaching core concepts may not be as effective for everyone. He aims to shift towards a bottom-up method focused on practicing specific skills through drills and exercises first. The belief is that repeatedly applying the techniques will lead participants to naturally grasp the broader principles behind them over time. This learning-by-doing approach could prove more impactful.

Action Steps:
1. Identify 2-3 specific techniques or skills you tend to struggle with related to your work.
2. Design a basic drill or exercise to practice that isolated skill repeatedly.  
3. Commit to 10 minutes per day working solely on strengthening that skill through your custom drill.

Question Rephrasing Exercise

Hands-on drill for improving questioning skills

One exercise Chris proposes is giving participants a "violent", binary, closed or leading question prompt, then having everyone rephrase it into an open-ended, strategic format repeatedly. This allows direct practice avoiding problematic question styles. The more reps people get reformulating questions, the better they'll become at naturally phrasing consultative, non-aggressive lines of inquiry in real situations.

Action Steps:  
1. List out 5 lines of unproductive questioning you tend to default to in your domain.
2. Spend 10 minutes rephrasing each one into an open, non-leading question.
3. Role play client situations with a partner, catching and rephrasing each other's suboptimal questions.

Iterative Product Development

Chris provides context around his philosophy of designing and introducing new frameworks in public as a work-in-progress.

Embracing the Iterative Process

Viewing live workshops as public "dress rehearsals" for future products

Chris sees the pro community calls as a way to develop and refine new training concepts in an iterative fashion. The messy process is done transparently, with participants acting as a live audience to pressure test ideas before they become more finalized offerings. This allows learning in public and gives members insight into how the "sausage is made" in creating Chris's curriculums. It's all part of an open design process.

Action Steps:
1. Identify one new skillset, workflow or system you want to implement in your business.
2. Schedule a series of low-stakes tryouts where you test-drive the new approach with a small sample first.  
3. Solicit candid feedback after each tryout to refine your process before scaling it wider.

Extracting Value from Messy Starts

Finding insights and lessons within failed prototypes

Even the sessions that don't go as planned can provide valuable learning experiences, according to Chris. He encourages participants to look for the"gold nuggets" and takeaways within workshops that derail or pivot in unexpected directions. The ability to find utility in rough drafts and change course is an important mindset for iterative creation. Failures aredata points.

Action Steps:
1. After your next skills practice session/workshop has a "failed" moment, spend 10 minutes writing down all potential lessons.
2. Identify 2-3 actionable changes to test in your next iteration based on the failures.
3. Implement at least one small shift in your very next practice for immediate course-correction.

Practicing Empathetic Client Listening

The second half of the call dealt with Chris role-playing a prospect interaction to allow participants to practice attentive listening and insightful questioning.

Attuning to Prospect Emotions and Context

Picking up on unspoken signals and motivations through dialogue

In his simulated prospect call, Chris purposely embedded various context clues and emotional hints within his prospect persona's responses. The exercise challenged participants to attune to these signals beyond just the words being spoken. Chris states practicing this skill of empathetic listening for underlying drivers is critical on real prospect calls. Feeling the emotional terrain being expressed allows for more nuanced, tailored communication.

Action Steps:
1. Record your next few prospect calls and review them solely for emotional fluctuations in the prospect's tone.
2. Make a list of all emotions you detect beyond just their literal responses (excitement, hesitation, confusion, etc.)
3. Brainstorm adjustments you could make in your next call to better address those underlying emotions.

Crafting Intuitive Next Questions

Formulating follow-up questions that feel natural and unscripted

Based on the particular backstory and circumstances Chris portrayed, certain follow-up questions would make more logical sense than others to explore further. This illustrated the concept of careful, intuitive listening to shape insightful continuations of the dialogue. Chris stresses that skilled questioningshould feel like an organic back-and-forth conversation, not an interrogation.

Action Steps:
1. Review recordings of your last 3 prospect calls and identify moments where your next questions felt pre-planned or disconnected.
2. Draft 2-3 more intuitive continuations you could have pursued based on realistic follow-ups to their specific statements.  
3. Role play prospect calls with those more context-aware questions until it feels natural.

I've covered the key topics, skills training, and role-play exercises from the session transcript so far. I can continue expanding on additional sections or areas from the call if you'd like me to elaborate further. Just let me know if you need any clarification or have additional instructions!

Navigating Prospect Objections

This section covers strategies for addressing potential roadblocks that may arise during sales conversations.

Reframing Objections as Opportunities

Shifting the mindset around how to view and handle objections

Chris advises against seeing prospect objections as negatives to be overcome or beaten down. Instead, he recommends reframing them as valuable data points that allow you to better understand the prospect's specific context, concerns and motivations. Objections provide openings to ask clarifying questions and demonstrate more empathy. This curiosity mindset turns obstacles into opportunities for building trust.

Action Steps:
1. Make a list of the 3 most common objections you encounter from prospects.
2. For each one, script out 2-3 open-ended questions you could ask to fully understand the root of that objection.
3. Practice your curious, consultative response when those objections are raised instead of getting defensive.

Meeting Prospects at Their Level

Adjusting communication style to match prospect's depth of knowledge

Chris underscores the importance of gauging a prospect's level of sophistication and tailoring your dialogue accordingly. Don't overwhelm a novice with excessive jargon or lingo if they operate at a basic level. Likewise, don't dumb things down unnecessarily for an advanced prospect. Meet them where they're at with context-appropriate vocabulary and specificity. This builds credibility.

Action Steps:
1. Identify pieces of expertise-level jargon you tend to overuse habitually during pitches.
2. Script out 2-3 different ways to articulate the same core concepts with increasing simplicity.
3. In your next prospect call, pay attention to signs of their comprehension level and adapt terminology as needed.

Dismantling "Think-It-Over" Stances

Strategies for keeping momentum when prospects want to "sleep on it"

The "I need to think about it" objection is a classic momentum-killer in sales. Chris outlines a blueprint for preventing these stalemates. First, directly empathize and validate their desire to be certain before deciding. Then, reframe the pause by positioning it as sorting out specific remaining concerns together in that same call, not going dark indefinitely. Continue asking questions to unpack those final hesitations and propose an appropriate next step.

Action Steps:
1. Script out an empathetic response for when prospects say they need to "think it over."
2. Prepare 3 curiosity-driven questions that reframe the pause as uncovering and handling specific remaining issues.
3. Have a menu of viable "next step" options ready to propose based on their outstanding needs.

This covers the key insights and strategies outlined in the call recording around handling objections, reframing seller/buyer dynamics, and keeping conversations progressing. Let me know if you need any clarification or have additional sections you'd like me to break down!

Positioning and Selling Premium Services

This portion focuses on strategies for confidently presenting and selling higher-end service offerings.

Overcoming Imposter Syndrome

Developing an unshakeable belief in the value you provide

Chris acknowledges the psychological hurdle of imposter syndrome that can undermine someone's ability to sell premium services confidently. He stresses the importance of truly internalizing and owning the expertise, experience and unique perspective you bring to the table. Continual upskilling and immersing yourself in your craft cultivates justifiable self-assuredness. Clients can sense authenticity.

Action Steps:
1. List out all your relevant credentials, accomplishments and differentiators that substantiate your authority.
2. Write out a personal manifesto declaring why you deserve to be compensated at premium rates.
3. Record yourself passionately delivering this manifesto and rewatch it daily to internalize the mindset.

Conveying Tangible vs Intangible Value

Articulating your complete value proposition beyond just deliverables

Chris highlights that premium services aren't just about the tangible outcomes or final deliverables produced. There is an intangible dimension of value embedded in the expertise, experience and unique creative perspective the service provider brings. He advises learning to overtly codify these intangible benefits as part of your pitch, not just listing the tangible artifacts.

Action Steps:
1. Brainstorm the intangible benefits clients derive from your experience and proprietary approach.
2. Write out case studies exemplifying how these softer benefits manifested in client results.  
3. Weave these intangible value propositions into your sales conversations alongside the tangible scope.

Mastering Value-Based Pricing

Structuring service pricing around perceived value rather than costs

The traditional model of costing out services based on labor hours and material fees is inherently flawed, according to Chris. It commoditizes offerings as transactional rather than strategic. He advocates moving toward value-based pricing, where the pricing mechanism is delinked from billable hours and instead anchored to the perceived value and measurable impact for the client's business.

Action Steps:
1. Identify the key performance metrics or business outcomes your ideal clients care most about improving.
2. Calculate the potential revenue impact or cost savings you could generate based on reasonable target improvements.
3. Use these value-driven numbers to frame and anchor new premium pricing structures appropriately.

This covers the key principles and mindsets Chris outlined around confidently selling premium-level services and positioning exceptional value.

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The most important aspect when building trust in a sales or client relationship is focusing on genuinely understanding the other person's perspective. Active listening and asking open-ended questions demonstrate care for their unique situation and goals. Reflecting back what was said verifies comprehension, while avoiding assumptions or inserting one's own analysis prematurely.

Uncovering the client's "insight moments" where they gain a new lens through respectful dialogue strengthens rapport far better than simple agreement. These "aha!" realizations that solutions exist where previously there were only challenges boost confidence in working together to succeed.

Using empathy through "I statements" instead of accusations maintains constructive discussion. Choosing neutral emotions keeps interactions calm and solution-focused, whether addressing objections, uncertainties or even pricing concerns. Understanding tangible value propositions builds confidence in proper resources and budgets.

Allowing clients to envision desired outcomes from expertise generates willingness to invest appropriately. Transparency into strategic processes and delivering incremental value at milestones reduces risk perceptions. Ensuring compatibility between provider philosophy and client priorities sustains long-term partnerships over transactional exchanges.

With patience and experience, these facilitation techniques give professionals the confidence to have courageous yet graceful conversations that move prospects from confusion to clarity and motivation. The goal is to unveil win-win insights through listening with compassionate curiosity.

9 Core Principles of Sales:

1. Help prospect gain clarity
2. Consultative Questions.
3. Ask deep follow up questions
4. Transparent/Say what you think
5. Match & Mirror
6. Talk less. Ask more.
7. Don't pitch
8. Logical progression (scaffolding)
9. Use neutral/objective language

Additional Points:
- Authenticity, logic and empathy must be present together for effective communication and trust-building.
- Reflecting back at key junctures shows understanding, but over-reflecting interrupts the natural flow.
- Asking thoughtful follow-up questions keeps clients engaged in discovery of their own needs and preferences.
- Storytelling helps convey expertise and experience in relatable ways for clients.
- Setting achievable, action-oriented objectives together creates accountability and momentum.
- Reassurance of understanding uncertainties and not rushing commitments nourishes confidence.
- Reasonable budget ramp-ups that demonstrate proof of success alleviate concerns over large initial investments.
- Establishing methods for feedback enables adjustments to meet evolving expectations.
- Regular check-ins maintain the collaborative partnership beyond the sales cycle.
- With practice, facilitating open conversations in a confident yet gracious manner becomes second nature for advisors at any experience level.

The overall aim is empowering clients through insights into their goals and situations, so they feel heard as esteemed partners in defining winning strategies.

Top 9 Action Items:

1. Focus on understanding the client's unique perspective, goals and challenges through active listening and open-ended questions. Avoid assumptions.
2. Help clients gain new insights and "aha!" moments by how you frame discussions, but don't over-analyze or insert your own views prematurely.  
3. Use "I statements" when addressing sensitive topics to de-escalate conflicts and show vulnerability to build empathy.
4. Help the client envision the positive outcomes and future state that can come from achieving their objectives with your expertise.
5. Clearly explain the specific value, benefits, strategic process and expected results for any proposed budget or solution.
6. Set achievable, measurable objectives together that create accountability and momentum over time.
7. Consider reasonable budget ramp-ups that demonstrate proof of success through milestones to alleviate concerns.
8. Establish regular feedback check-ins to maintain the collaborative partnership and adjust approaches as needed.
9. With practice, facilitate conversations with confidence, empathy and authenticity to forge trusted advisor relationships.

The overarching action is to focus on understanding the client's perspective above all else through the 9 Core Principles of Sales.

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the Whiteboard Link:
https://zoom.us/wb/doc/S5rNkQFxTgu1_mDZHOYCXg

Wiring Yourself for Wealth

This call focuses on reframing your mindset and priming yourself for success before diving into tactics. By addressing inner blocks and rewiring limiting beliefs first, you create fertile ground for wealth-building strategies to take root.

The Curse of Knowledge
Experts often struggle to relate to beginners' perspectives

Description - Chris opens by acknowledging the "curse of knowledge" - as an expert, he sometimes forgets how overwhelming the basics can feel when you're first starting out. He got feedback that his previous webinar overloaded people by jumping into advanced concepts too quickly. This self-awareness sets the stage for Chris to meet people where they really are - at step zero, before any tactics.

Action Steps:
* Reflect on your own journey and recall what felt most confusing as a beginner
* When teaching others, pause frequently to gauge their understanding  
* Ask yourself "What implicit knowledge am I assuming here?" and fill in those gaps

Cultivating Self-Belief
Overcoming insecurity and self-doubt is crucial groundwork

Through personal stories from his youth, Chris illustrates how feelings of being an outsider, insecurity about his language skills, and generalized self-doubt held him back initially. He paints a vivid picture of that mindset as a counterpoint to where he is now - this juxtaposition underscores just how pivotal an internal belief shift was for his success. The path starts with overcoming those limiting beliefs.

Action Steps:
* Write down your biggest insecurities and doubts holding you back
* For each one, re-frame it as a potential strength (e.g. "I overthink things" -> "I'm thoughtful and deliberate")
* Affirm your reframed strengths daily to build self-belief

Creating an Abundance Mindset
Shifting from a scarcity mentality to an abundance perspective  

Chris shares the pivotal realization that there is enough success and wealth for everyone - it's not a zero-sum game with losers and winners. He contrasts this abundance mindset with his youth, where he bought into scarcity narratives like only the lucky few make it big. Developing an abundance mentality opens your eyes to the opportunities all around rather than perceived obstacles. This inner shift is foundational.

Action Steps:
* Notice when you think in scarcity terms like "there's only so much to go around"
* Counter those thoughts by listing examples of runaway successes that created abundance
* Start a daily gratitude practice to tune into the abundance already in your life

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Sales and Lead Generation Foundations
- Establishing the proper mindset and skill foundations for consistently generating leads and making sales as an expert/consultant.

Lead Generation
Having a continuous flow of leads is essential for business survival.

A company's entire existence is predicated on its ability to continually create new customers. Lead generation is the critical first step that enables everything else. Before teaching strategies, the instructor wants to ensure the audience has the proper foundational mindset for attracting and converting those initial prospects.

Action Steps:
1) Conduct a self-audit of your current lead generation activities and sources  
2) Identify the top 3 channels that are delivering your best leads
3) Brainstorm 2 new lead generation campaign ideas to test

Selling Skills  
Converting warm leads into paying customers is the biggest stumbling block.

Despite the audience presumably consuming the instructor's content, when he puts them through role-playing exercises, their sales abilities are completely lacking. He sees this as a "brick wall" that must be addressed. No matter how good you are at delivery/production, if you can't sell effectively, you'll never get to share your true expertise with clients. The instructor expresses some tough love here to trigger a mindset shift around improving selling skills.

Action Steps:  
1) Record yourself conducting a mock sales conversation and critically assess your performance
2) Study 3 examples of successful sales professionals selling a similar offer  
3) Script out and practice delivering your unique selling process out loud

Delivery and Operations
Having streamlined production processes enables scaling expertise.

Compared to lead gen and selling, Chris Do sees his audience as relatively strong in this operational area of successfully delivering their expertise through products/services. However, he still wants to optimize this aspect, as you can't leverage your talents without first mastering the crucial step of customer acquisition. He acknowledges there is always room for further systematization.

Action Steps:
1) Document every step in your current delivery processes/workflows
2) Identify the top 3 bottlenecks or inconsistencies in your execution  
3) Research 2 new tools/apps to test for greater productivity

Mastering the Core Skills
Providing an overview of the 3 critical pillars required to build a thriving expert-based business.

The Mindset Foundation  
Having the proper mental framing is paramount before building true expertise.

Chris Do mentions that before getting into specific tactics, the audience must solidify their mindset around being capable of success. He references the "curse of knowledge" - the flaw of assuming others are at your level of understanding and motivation. By reframing inaccurate limiting beliefs holding people back, he can then provide substance that will be properly integrated and applied.

Action Steps:  
1) Write out your personal story of why you're called to this work
2) Identify 3 successes you've already had as proof of your potential
3) List the beliefs/thoughts that tend to hinder your self-confidence

Establishing the Proper Foundation
Having a strong, level foundation is critical before building anything else.

Drawing a powerful analogy from his former teacher, Chris Do explains that if you try to build a house on a crooked, unstable foundation, every subsequent aspect will be flawed and require constant compensation. Just as a a builder must start with a properly squared and plumb base, the audience must ensure their core ground is solidly set before piling on other strategies that will inevitably falter.

Action Steps:
1) Define the mission/purpose that will form your foundational "why"  
2) Get honest feedback from others about any perceived incongruencies
3) Establish your personal code of ethics to filter all decisions through

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Mindset For Getting Value From Consumed Content

This call covers a powerful mindset for ensuring you get real value and an "ROI" from any information products, courses, books or other learning materials you invest time and money into.  

Approach Consumption With An "Get My Money Back" Mindset

Adopt a mindset of extracting enough value to recoup your investment when consuming anything.

Chris advocates for consciously approaching any paid information or learning experience with the intent to get back the monetary value you put in, and then some. He uses the example of books behind him on his shelf - for every book he paid for, he made the investment back many times over by applying the ideas, teaching the concepts, or building something off the material. View your consumption not just as an expense, but as an opportunity to create value. Don't just take in and hold the information, but find ways to give it back out through your work.

View Creation as Generating Byproducts
The creation process naturally yields many valuable byproducts beyond the core offering.

Chris describes a mindset from the book "Rework" about finding value in the byproducts created during the development of any main creation like a course, book, product etc. For example, worksheets, self-assessments, tools and other pieces you create in the process can be extracted and turned into their own separate products to sell at lower prices. Most creators focus only on selling the main thing, but you can exponentially increase your revenue streams by selling off these byproducts.

Action Steps:

1. For your next creation, keep a list of any support tools, templates, exercises, etc. you develop along the way.
2. Identify which pieces have potential standalone value and could be packaged up to sell individually.
3. Add these byproduct offerings to your sales pipeline at lower price points to create additional revenue streams.

Staying focused on measurable goals
When reviewing examples members share, Chris steers feedback towards concrete goals the work should achieve, like lead generation or sales conversion.

Keeping objectives specific and quantifiable helps optimize strategies and assess whether they are effective. It prevents vague or vanity metrics from guiding decisions.

The copywriting framework called R.O.T stands for Results, Objections, and Time. Results refer to the outcomes or promises made in the copy, while objections address potential doubts or hesitations the audience may have. Time indicates the timeframe associated with achieving the promised results. By addressing objections and clarifying guarantees, copywriters can overcome resistance and build trust with their audience. The three stages clients go through before making a purchase are problem awareness, solution awareness, and product awareness. Homework for copywriters includes crafting clear and focused headlines, ensuring lead magnets have strong hooks, and understanding the customer journey to tailor messaging effectively. Additionally, being prepared, asking questions strategically, and practicing good hygiene are essential elements of effective participation in workshops or meetings.

Key Points:
1. ROT framework: Results, Objections, Time.
2. Address objections and clarify guarantees to overcome resistance and build trust.
3. Understand the customer journey: problem awareness, solution awareness, product awareness.
4. Craft clear and focused headlines; ensure lead magnets have strong hooks.
5. Practice good hygiene and be prepared for effective participation in workshops or meetings.

Top Action Steps:
1. Apply the ROT framework to your copywriting efforts by clearly defining promised results, addressing objections, and specifying the timeframe for achieving outcomes.
2. Analyze potential objections your audience may have and develop strategies to overcome them in your copy.
3. Tailor your messaging to align with the stages of the customer journey: problem awareness, solution awareness, and product awareness.
4. Review and refine your headlines to ensure they are clear, focused, and compelling, with strong hooks to attract your audience's attention.
5. Prioritize good hygiene and preparedness for effective participation in workshops or meetings to maximize your learning and networking opportunities.

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Overview
(email information will be below this summary)

We'll breakdown of the key concepts, frameworks, processes, mindset shifts and action steps from the webinar transcript on generating non-stop leads.

Main Concepts
1. Define Your Expert Niche
The market is who you serve (e.g. entrepreneurs in a specific industry)
Your passion is composed of things you find fun and easy to do  
Your expert niche combines your passion and serves a specific market
Defining your niche brings clarity of purpose and fulfillment

2. Email Campaign Principles
The webinar provides guidance to accompany an email campaign  
It teaches frameworks for generating leads through strategic planning

3. Personal Journey and "Why"
Sharing the speaker's personal experiences finding their niche in 2014
Understanding their motivations helps the audience find their own

4. Joining the FuturePRO Group
Details are provided on joining this coaching program
A limited-time offer is mentioned

5. Outline for Next Steps
Plans are discussed for follow-up content and support

Defining Your Expert Niche
The speaker emphasizes defining your expert niche as the most important business decision. Michael Port's book provides a framework:

1. Identify your market - a group you have something in common with
2. Reflect on your passions - things you naturally excel at and find fulfilling
3. Combine your passions to serve a narrow target market
  - This brings clarity and purpose like "sunshine"

Defining your niche this way is transformative. Jewel Kim's story demonstrates finding fulfillment through holistically addressing multiple interests.

Action Steps:
1. Complete reflection exercises on your interests and strengths
2. Research target markets you could passionately serve  
3. Draft your expert niche statement combining the two

Personal Journey and "Why"  
The speaker found their niche in social media customer service in 2014. This was a breakthrough that aligned their passions.

Sharing their experience helps attendees understand:
1. The transformative nature of defining a niche
2. How to persevere through self-discovery and change
3. The clarity, fulfillment and business focus that results

Relating a personal story makes complex frameworks more tangible and motivates taking action.

Action Steps:
1. Reflect on your own experiences with change and discovery  
2. Note any insights that could apply to defining your niche
3. Find inspiration from examples of others' journeys

Joining shows commitment when inspiration hits to transform goals into actions. Success requires systems, accountability and expertise.

Action Steps:  
1. Note the details of the limited-time offer
2. Assess if this level of support could help you succeed  
3. Consider signing up if it's a good fit

Outlining Next Steps
Future content will:
1. Address specific questions from this webinar  
2. Dive deeper into frameworks and exercises
3. Provide case studies and further inspiration

Follow-ups create structure and commitment. Receiving additional perspective helps solidify learnings.

Action Steps:  
1. Note any follow-up content you'd find most valuable
2. Mark your calendar for future sessions
3. Consider an accountability partner for motivation

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Day 1 kicks off with clarity: Defining your Ideal Client Avatar.  

Imagine waking up to a world where every marketing dollar you spend returns tenfold and where every piece of content resonates deeply with your audience. This isn’t a dream. It’s what happens when you know your ideal client avatar inside and out.Today, we’re peering into the DNA of that ideal client. This process is about bringing into sharp focus the people who will love and actively seek what you offer.

‍Here is a workbook designed to guide you through this process (please make a copy as prompted and do not edit the original), which we have broken down into 4 detailed steps:‍

Step 1: How to find your expert niche.

First, start with your target market. Who are they? What industry are they in? Get a clear picture of them in your head. Then, find the overlap with the things you are passionate about. This seems obvious, but so many of us work in a field for people we don’t care about just because it’s something we’re familiar with.The overlap between these two, target market and passion, is your expert niche.Some questions to consider as recommended by Michael Port in his book “Booked Yourself Solid.”

• What work do you do that feels more like play than work, where you lose sense of time?
• Who do you already know and are already working with?
• Which group of people do you already have a lot of personal interest or knowledge of?
• Who is actively seeking out solutions you already provide?
• What natural talents do you have?
• What comes easy to you?

Did you figure out your expert niche? Stop here if you haven’t, and put some thought into this. Everything you do moving forward will be based on clearly defining what you do, who you do it for, and why it matters.This is why author Blair Enns calls this the “Difficult Business Decision.”

Step 2: 7 Points of Differentiation by Allan Dib

I also want to introduce you to Allan Dib’s “7 Points of Differentiation,” which I learned recently while having a live call with him on LinkedIn.Take a crack at it…Differentiate or die! Undifferentiated companies compete on price, chase prospects, and are easily replaced. Differentiated companies command a premium, choose who to work with, and often have a waitlist. Pick one or more of these points to narrow who you are and what you do.

• Location/Geography: What areas/regions do you want to serve? Targeting a specific area can refine your marketing strategies. It could be Los Angeles or California. It can be the United States.
• Values: What values or beliefs are important to you? Aligning your brand with these values can create a strong connection.
• Demographic: To narrow down your ideal target, consider age, gender, income level, education, and more.
• Industry: Which industry does your client work in? Tailoring your message to industry-specific needs can increase its relevance. For example, the industry could be advertising agencies.
• Desire: What are their deepest desires about your product or service?
• Problem: Identify the main problem they face that your product or service can solve.
• Trend: Are there any current trends that affect their decisions or lifestyle? AI, automation, metaverse, Gig economy, Attention economy, social media platforms, etc.… Leverage these to make your offer more appealing.

If we combined some of the examples above, it could sound like this: I help LA-based advertising agencies create compelling short-form, vertical content for IG, YT, and TikTok.‍

Step 3: Jobs to Get Done Framework

Understand not just who your client is but what they need to accomplish. Here’s how to use this framework to deeply understand, empathize and anticipate their needs.Draw three columns. From left to right, label the first “Jobs/Tasks,” followed by “Gap/Obstacles,” and then “Opportunities.”Start with the first column and list the jobs they’re trying to get done. Begin from the moment they wake up until they go to bed at night. This should represent a typical “day in the life” of your dream client. If you’re having trouble with this, try to think of one person vs. a group of people. The clearer your vision of the person, the better and more accurate this will be.Next, identify the obstacles preventing them from completing these tasks. What’s getting in their way? What makes it more difficult for them to complete this? For example, if the task was to work out in the morning, the gap could be having fresh gym clothes, a post-workout meal, an exercise routine, etc.… Get it? Now, do this for each task/job.Last but not least is the “Opportunity” column. What would make their life easier or less complicated? Use your imagination here, and don’t be limited to what you offer, what you know how to do, or even your budget. This is pie-in-the-sky thinking. You can always go back and find an MVP model.This exercise will give you a clearer picture of what your dream client wants and needs. Now, think about all the resources you have, people you know, and tools you have, and see how you might identify 1-2 things you can implement in your content, service, or new tool. This is why this column is called Opportunity!Every obstacle is an opportunity waiting to be discovered.User Centric Design/Marketing follows this model:

• Know me
• Anticipate my needs
• Make my life simple
• Look out for me
• Reward me

Look at that! You’ve already unknowingly completed the first 3 steps. Now, you need to find a way to simplify their lives by providing tools/resources. More on this later. For now, do your best and save what you’ve done for when we get together.

Step 4: Identify Compelling Events

What is a compelling event, and why does it matter?A compelling event is something that triggers your ideal clients to seek out a solution. Something interrupts their life, creates pain, and compels them to act. Some examples of compelling events are getting laid off, getting a promotion, sales revenue being up/down, new product launches, bad press, and disruptive technologies.Why is this important?A compelling event precedes a purchase. This is the most opportune time to contact a prospect, as they are most actively seeking solutions. Something that might not have been important is now urgent.The good news is that, with a little research, you can find the events that will impact your prospects.Some examples include:

• Getting a Mortgage/Loan: A perfect time for moving companies to reach out.
• USPTO Trademark Granted: An opportunity for lawyers specializing in intellectual property to offer their services.
• Speeding Ticket: A direct cue for attorneys to make contact.
• Trade Show Exhibitor Booking: A prime moment for specialty promo manufacturers to propose their products.

That’s day one in the books.

Today was about laying the groundwork, setting you up for a strategy more like a conversation than a broadcast—your move. Use what you’ve learned, refine it, and start crafting the future of your business with clarity and intent.

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Day 2

If Day 1 was about precision, Day 2 is about amplification—not through sheer volume but through the compelling power of Word-of-Mouth Advertising (WOMA). It’s about turning your satisfied clients into your most persuasive advocates.

Before we get started, here is your workbook for this lesson. Please make a copy as prompted and do not edit the original. Now, let’s get started!

The Anti-Elevator Pitch Pitch

In Michael Port’s Booked Solid, the concept of the anti-elevator pitch is a game-changer, especially for you, the creative entrepreneur. This isn’t about the hard sell; it’s about forging genuine connections that resonate with your unique audience. It shifts the focus from what you’re selling to the story and value you bring to the table, sparking interest and conversation rather than a one-sided pitch.

Michael’s 5 step process is to answer the question, “What do you do?”

1. Introduce the target market
2. Identify 3 of the biggest & most critical pain points
3. List how you solve them w/ investable opportunities
4. Demonstrate the number one most relevant result
5. Reveal deeper core benefit (the why)

Here are 3 versions of Michael’s outline for applying this in conversation—from short and sweet to full-blown dialogue. Use the following frameworks for your business.

Version 1
I help (1. Target)… (5. Benefit)

Version 2
I help (1. Target)
You know how… (1. Target & 2. Pain)
Well, what I do is… (3. Solutions & 4. Result)

Version 3
You know how (1. Target) do, are, or feel (2. Pain)
Well, what I do is… (3. Solutions)
The result is (4. Result)
The benefits are (5. Benefit)

If you’re stuck, here are some other ways of using an Anti-Elevator Pitch:

• Begin with Curiosity: Open with a thought-provoking question or statement that touches on a common challenge or aspiration within your niche. For instance, if you’re a graphic designer, you might ask, “Ever wonder how the right visual identity can turn a small brand into an icon?”
• Narrate with Passion: Share a short, compelling story that illustrates your creative process, a project’s transformation, or the impact your work had on a client. This isn’t just about outcomes; it’s about the journey, creativity, and connection that define your work.
• Engage Through Invitation: Close by inviting them to share their story or creative challenges. This turns the conversation into a collaborative dialogue, and your role shifts from a service provider to a creative partner.

Example:

At a networking event or even in a casual conversation, when someone asks about your work, you could respond with:

“Have you noticed how some brands just have that magic, making you feel connected, inspired, or just plain happy? I worked with an indie musician last year, crafting an album cover and social media visuals that truly captured the soul of his music. It wasn’t just about the design; it was about telling his story visually, creating an experience for his audience before they even pressed play. His streaming numbers doubled, but more importantly, his fans felt a deeper connection to his work. How do you want your audience to feel when encountering your brand?”

Using the anti-elevator pitch, you’re not just offering a service; you’re inviting potential clients into a collaborative creative journey that promises not just results but resonance and relationship.

WOMA: The Game Changer

Genuine recommendations from trusted sources stand out in a world bombarded with ads. That’s where WOMA comes into play, turning your work into conversations around dinner tables, across social media, and within professional networks.

Exactly What to Say, Courtesy of Phil M. Jones

Imagine knowing just the right words to encourage your clients to spread the word. Phil M. Jones offers us these golden questions:

• After expressing gratitude: “You wouldn’t know 2 people who would benefit from what I do, would you?”
• Seeking testimonials: “Would it be crazy for you to share the experience you had working with me?”
• Maintaining connection: “One last favor. Would it be okay to follow up with you in a week?”
• The follow-up: “I bet you didn’t get around to calling the 2 people we talked about?” (Pause for response). If they forgot, they will apologize and promise to do it right away. If they took care of it, you’re all set. Now follow up.

These questions are more than just a formula; they’re an extension of your creative process and client relationship. They’re about weaving the narrative of your work into the larger tapestry of your community and industry. Through thoughtful engagement and genuine curiosity, you’re not just expanding your clientele—you’re cultivating a community that values and champions your art.

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Day 3

Before we get started with Day 3, here is your workbook for this lesson. Please make a copy as prompted and do not edit the original. Now, let’s get started!

Alex Hormozi discusses the Core Four ways to generate leads: advertising, Cold Outreach, Content, and Warm Outreach.

A healthy marketing mix includes elements of all four. Run ads to reach large groups of people. Buy contact lists of people you want to work with and do cold outreach: emails, messaging, calls, etc. Then there’s content, which is the focus of what I want you to work on, followed by some warm outreach.

Why?

“All strategy is autobiographical”— Blair Enns.

Content marketing is how the Futur has gone from relative obscurity to having thousands of loyal fans and customers. Content isn’t just for sales or marketing; it can be used to build community and connection and create unforeseen opportunities.

Best of all? You can build authority and thought leadership in your expert niche this way. I’ve come to believe that I’m invited to speak at events, not because I’m the best speaker, but because of two reasons: the size of our social following and familiarity. The event organizers know what to expect because they’ve seen me multiple times across multiple platforms.

7/11/4 Rule

In a Google report called Zero Moment of Truth, researchers concluded that before someone makes a decision to buy, they spend time researching, talking to friends, reading reviews, and making recommendations. They will spend, at minimum, 7 hours interacting and consuming content across 11 touch points (social, web, event, email, etc.) and across 4 locations.

That sounds exhausting if you had to spend this amount of time with each of your prospects before they even decide they want to buy. Uggh! Good news, you can do this at scale with content.

Think about how it is that you are reading this email. There’s a good chance you’ve spent a few hours listening to our podcast, watching a whiteboard session on YouTube, swiping through an IG carousel post, or participating in a LinkedIn Live Audio Event with me. Am I right?

Before you run for the hills thinking about how much work is involved, that you don’t have enough time to create posts, that you are too camera shy for YouTube, and would rather jump off a bridge than become an “influencer,” consider this other idea. Most successful companies spend 10%+ of their resources on marketing. That is 10% of their time, team, budget, energy, and creativity in building and generating leads. It’s why you’re here, right?

It’s not magic. Lead generation doesn’t work if you don’t. But it doesn’t have to be like a tooth extraction. We can have fun.

I was inspired by an idea that Stephanie Owens shared with me. Why not gamify this whole experience? She created a Bingo card with different types of lead generation activities. I’ve adapted this idea and made one just for the Pro Community.

As in with Bingo, connect any 5 vertical, horizontal, or diagonal columns, and you have a Bingo! Here’s a breakdown of each with one stipulation. Counting any item as completed must be recent, so we impose a 6-month statute. So, if you were published 10 years ago, don’t check that off. That’s a long time ago for someone to remember you. This isn’t a hard and fast rule, so use your own judgment. For example, having a NYT best-selling book is an accomplishment that you can claim regardless of how long it’s been.

Let's have a look at the Bingo card.

B Column:

1. Give a keynote for 200+ people: Deliver an Audio/Visual presentation at an event attended by over 200 people. Bonus points. Having professional shots of you speaking at the event to build social proof.
2. Leave a comment with 50+ reactions: Write a comment on a social media platform that receives over 50 likes, responses, or other forms of engagement.
3. Attend industry convention: Be a participant at a conference related to your professional field. Additionally, get 3 business cards/contact info of someone you’d like to develop a relationship with. Then, at some point, invite them to lunch.
4. LinkedIn Carousel (PDF document) with 1k+ reactions: Create a carousel post on LinkedIn, a series of images or slides, that gets over 1,000 reactions.
5. IG Reels with 100k+ views: Publish a short video on Instagram Reels that reaches or exceeds 100,000 views. Hint: screen capture your most liked Tweet and add trending music to it. Easy peasy. Lemon squeeze-y.

I Column:

1. Get 500+ reactions on LinkedIn post: Share a post on LinkedIn that receives over 500 reactions. If you need help, watch YT episode with Jasmin Alić for tips.
2. LinkedIn followers 5k+: Accumulate over 5,000 followers on your LinkedIn profile.
3. Google top 10 organic ranking 3 keywords: Have a website or content that ranks within the top 10 search results on Google for three different keywords. Can’t use your name or company name. Also, ensure the search result is filled with people or companies you want to compete against. No point in having keyword dominance for a term no one is looking for. You are the company you keep.
4. Featured on top 50 podcast: Be featured as a guest on a podcast that is ranked within the top 50 in its category.
5. TEDx talk: Deliver a talk at a TEDx event. Reach out to local schools and universities. There’s a good chance they’re in the planning stages right now.

N Column:

1. LinkedIn audio event w/ 100+ attendees: Host an audio event with more than 100 active attendees on LinkedIn.
2. IG Reels with 20k+ views: Post a short video on Instagram Reels that is viewed over 20,000 times.
3. 10k+ Twitter/X followers: Build a following of over 10,000 on Twitter/X.
4. Send out 10 Love Letter websites: Craft 10 personalized pitches demonstrating a deep understanding of potential clients’ unique needs and aspirations. Refer to Dan Mall’s “Love Letter” webpage.
5. 15k+ IG followers: Grow your Instagram following to more than 15,000 people. No bots, please.

G Column:

1. Book notable guest for interview: Secure an interview with a person of significance or fame for a show, podcast, or article.
2. YouTube long-form video 10k+ views: Create and publish a long-duration (15 min+) video on YouTube that receives over 10,000 views.
3. Write a “top 10” blog post: Author a blog post that is structured as a “top 10” list in a particular category or subject matter. Make sure you include yourself as one of the 10.
4. LinkedIn Top Voice: Be recognized as a “Top Voice” on LinkedIn, indicating that you are one of the most influential content creators on the platform.
5. Leave a comment with 20+ reactions: Post a comment that receives over 20 reactions in terms of likes, replies, or other engagements.

O Column:

1. YouTube short 100k+ views: Publish a short video on YouTube that gets over 100,000 views.
2. Featured on national trade publication: Have your work or profile featured in a major trade publication relevant to your industry.
3. LinkedIn Collaborative badge: Earn a badge on LinkedIn for collaboration, likely indicating partnership or teamwork recognized on the platform. A new feature on LinkedIn allows you to answer 3 questions related to your expertise to earn a 30-day badge.
4. 5 client recommendations on LinkedIn: Receive and display five client recommendations on your LinkedIn profile. Make it easy for your clients. Write the first draft for them. This will make it easier.
5. Profile update w/ 2-word brand: Update your LinkedIn profile with a succinct, two-word personal or professional brand statement. Here are some examples: Loud Introvert, Proud People-Pleaser, Hope Dealer, World-class Hugger, Brandmother. Watch my Adobe MAX video on Personal Branding to unlock your 2-word brand.

Update your social feed with your Bingo card as you make progress, until… you can yell “BINGO”!!! Use the hashtag #FuturPro, and make sure to tag me @theChrisDo or @TheFuturIsHere.

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