In this post, I’m going to outline how you can set up the homepage for your online course. In truth, you will need to set up more than just a homepage. You will need to try to create a mass movement. For this purpose, you will need to devise some sort of manifesto, which is like an extended statement of belief and identity. Here we are going to outline the process as described in “Expert Secrets” for forming and communicating your movement identity and manifesto.
There are three sections to this post: developing your MMM, understanding the objections people have to your course & movement, then finally how to write stories effectively to combat the objections!
YOUR MASS MOVEMENT MANIFESTO
You are going to create your MMM (mass movement manifesto). This will follow guided steps to position you as the charismatic leader of a future-based cause that offers a new opportunity to your customers.
Note: Content in this step is based around Russell Brunson’s awesome book “Expert Secrets” – for more in-depth explanations about these concepts, I recommend you get a free copy from:
This step is all about creating your manifesto. A manifesto is like an extended statement of belief and identity for your business / your course / your company. It states who you are, what you stand for and what you promote. Your business needs a manifesto, so that you can create a mass movement. In Russell Brunson’s awesome book Expert Secrets, he explains that for anyone to create a mass movement, they need 3 things: a charismatic leader, a future-based cause and a new opportunity. We are going to use this structure to help you create a manifesto. In the first task here, there are a series of questions that will help you to define your manifesto.
1. Defining you as the leader.
To begin with, you need to outline who you are going to serve. Get crystal clear on who it is that will need your course. Ultimately this will be people that were just like you before you became an expert.
Next you have to get clear on exactly what it is you have to offer. For a start, that will be your course, but don’t forget to present it as a new opportunity. One of the key things Russell mentions in Expert Secrets is that people do not want an improvement offer but rather want a new opportunity that they can switch to. In what way is your course a new opportunity?
Next think about yourself as a leader. There are 6 main rules to observe to present yourself as a leader. Try to remember them every time you are communicating with your tribe.
Rule 1. Become the success that your students want. Explain where you came from and where you are now.
Rule 2. Gain absolute certainty – the more you publish your messages, the more certain you become: the type of platform is less important than the consistency – you need to publish every day.
Rule 3. Don’t be boring: – try to find the sweet spot on crazy index: somewhere in between mainstream and crazy is best. If you think of examples like “eat the sun” (don’t eat just look at the sun) – that is way into the crazy zone, whereas eating the food pyramid recommended by the government is too mainstream. On the other hand, a sweet spot on the crazy index is bulletproof coffee. The idea is not mainstream but it’s too crazy that it couldn’t get a large following. Heck why not, add butter to your coffee!
Rule 4. Learn how to be persuasive: To persuade, you must encourage dreams, justify failures, allay fears, confirm suspicions and throw rocks at enemies
Rule 5. Care a lot. Choose your clients carefully and help them succeed. It’s important they pay you well so that they are committed and pay attention. You are doing them a disservice if you undervalue your product or service because they will not commit or pay attention.
Rule 6. Offer them value from their perceived relationship. Allow your value to appear as they define it not as you define it. Don’t force your version of success on people.
2. Developing a future-based cause.
- What can your customers place their hope and faith in? What hope are you providing? Rebellions are built on hope – where there’s no vision, there is no hope. Winners cast a compelling vision on the future. Example from ClickFunnels “You’re only 1 funnel away.” You too need to provide hope for a better future and shine that light.
- Help your customers break a 4-minute mile: What is your version? Every good movement has something people can aspire to. This needs to be something you’ve done. This is giving people a target to aim at.
- Let them identify with your movement. Think about it from the point of view of a T-shirt “I’m a funnelhacker” or “I build funnels” or “I’m a something” – what statement of identity can you give your tribe? For example, “I’ve got 10000MEMBERS.”
- Create your own title of liberty. This is for your tribe to look at or listen to when feeling doubtful. Create a short video that contains the answer to these questions: Who is the charismatic leader? What is the movement? Who or what can you compare your movement with? Why are you different? Who or what are you collectively fighting against? Who you are individually?
3. Your new opportunity & opportunity switch
People in general will not buy an improvement offer. This is an offer that helps them improve what they already do. They do not want to improve what they already do, or at least they’re less likely to buy something that will help them improve. Instead they want a new opportunity. Why do they not want improvement? Firstly, they have to admit they are bad at what they do already. Secondly, they have to be ambitious and most people aren’t. Thirdly it makes people associate your offer with bad decisions they have made in this topic in the past. Instead of all this, they want a completely new opportunity. Something they can switch to from what they are currently doing. When they see this new opportunity, the main thing they want to know is if it will increase their status. Status is mostly about appearance – does your offer make them appear to be wealthy / intelligent / powerful / happy / attractive / stylish?
Try to define your course as a new opportunity that people can switch to. Define how your offer can make them appear more wealthy / intelligent / powerful / happy / attractive / stylish.
One of the easiest ways you can get started building a community at the outset is to start a BETA group. Pick a 6-week window and offer a free masterclass for a number of students to get involved. Begin building your marketing materials. Ask yourself how you can prove to your members to get the results your course offers. In the early days, you can use this BETA group to get people doing your course instead of using your webinar / launch. See the walk-through video for the pre-designed pages you can use for this BETA group and ASK campaign.
THE OBJECTIONS TO YOUR COURSE
The Three Main Objections To Your Course
Next you are going to focus on the scripts and text for your front page. People will have objections when they encounter your new opportunity. They will have lots of objections. These usually fall under 3 categories:
– the quality of the vehicle you’re providing (your course)
– the internal objection (their own ability to execute)
– the external objection (things out of their control such as free time etc…)
The Big Domino Objection For Your Course
Your main job as a “marketer of your course” to “these people with these constraints” is to help them get past these objections. You need to figure out the main objection or BIG DOMINO. This is the main objection which overshadows everything else, or the “one big thing” that you need someone to believe that will knock down all other objections. So, your big domino will sound like this:
[If I can make people believe that “my new opportunity” is key to “what they desire most” and it’s only attainable through “my specific vehicle”, then all other objections and concerns become irrelevant]
OK so there are a few key things there:
– What is the new opportunity?
– What do they desire most?
– What is your specific vehicle?
Tell A Story To Knock Down The Big Domino
Next up, how can you make people knock down the big domino objection? You have to create what is called an “Epiphany Bridge” story. The idea here is that people have a false belief and you need to re-create that in their mind. Here’s how you can do that. Most likely, they had an experience in the past and their experience led them to believe something – the false belief. You need to tell a story that starts before the experience, but recreates that experience with a different outcome, i.e. your BIG DOMINO. So how do you tell a good story? OK, so the way they do this in Hollywood is to follow a formula. Each story is made up of 3 parts: the hero, the desire and the conflict.
Part 1: The hero: Build rapport with the hero quickly.
- Connect with 2 or more of these identities: Make character a victim, in jeopardy, likable, funny, powerful.
- Share flaws of character
Part 2: The desire: Introduce the desire for something more. The desire is either towards pleasure or away from pain.
- to win something
- to retrieve something
- to escape something
- to stop something
Part 3: Introduce the conflict: “desire” in the story is essential but the emotion that the audience experiences comes from the conflict and this emotion is what connects the audience to the story. In pursuing goal there must be difficult obstacles. The more difficult the obstacles, the more the audience will care.
YOUR EPIPHANY BRIDGE STORY
Your Story Will Include The Hero’s 2 Journeys
So overall the story describes the hero’s journey towards the desire while facing conflict.
However, the story is made up of 2 journeys.
- The Journey everyone sees (the journey of achievement).
- The Journey that’s hidden (the journey of transformation).
Note that the second journey here isn’t as obvious or explicit, but it is actually key to the whole story.
The Journey of Achievement: Readers / viewers are aware of the visible goal with finish line. It’s the reason why the hero sets out in first place. The audience is routing for the hero. This journey drives the story forward but is actually less important than the other journey.
The Journey of Transformation: During the first 10% of the story, we learn about the character and beliefs of the hero and this makes up the hero’s identity. This particular identity is very important to the hero at the beginning, but along way the hero becomes someone better, or transforms into a better version of himself. This is the key.
How This Applies To Selling Your Course: The purpose of your story will be to knock down the big domino objection. The transformation in your story will need to be from the false belief that your course cannot provide the outcome it promises to the belief that your course can provide the outcome.
How To Tell An Engaging Story Using Hollywood Method
The idea is that the story has five key turning points:
(i) the new opportunity. After sharing the hero’s backstory, an event causes the character to physically leave and set off on a journey. The new opportunity is what sets him / her off. This seems good at first until…
(ii) change of plans. At some point, the original desire will transform into a very specific visible goal with clearly defined endpoint. The hero’s outer motivation is revealed. The hero starts to make progress until…
(iii) point of no return. At this point, the hero must fully commit to reaching the goal. Up to this point, they’ve had opportunities to turn back but it became a do or die situation. This forces hero into a more complicated situation with higher stakes until…
(iv) major setback. Something happens to the hero and it seems all is lost which leaves him with seemingly no chance of success. The hero has one last option. He must take one all-or-nothing shot, until…
(v) climax. The hero faces the biggest obstacle of the entire story and the fate is determined. The Journey of achievement is resolved and the Journey of transformation is revealed. We then finish with the hero’s new life.
Journey Of Transformation In Story Will Be Transformation of False Belief
Overall, you are trying to sell your story – to some extent that is what this entire step is about.
How do you sell? The best way to sell is to get people to invest emotionally. People buy based on emotion, then justify with logic afterwards. Think again about the main objections that your students or potential customers will have. Remember, these fall under three headings: the vehicle, the internal and the external. Your story or stories will combat these false beliefs using this journey of transformation. The hero in your story will begin with a false belief that your course or method will not provide the desired outcome, but through the journey of transformation, will realize that the method will provide the desired outcome. This is an ongoing process. Keep collecting ideas for your epiphany bridge videos. The more videos you develop, the more objections you can combat.