This document outlines the lessons in a course on building a successful sales engine for a business. The 10 lessons cover topics like understanding why people buy, designing sales funnels, writing effective copy, tracking performance metrics, avoiding common mistakes, and more advanced strategies. The course lessons are presented as a story being told from a mentor to a student over coffee.

2. Course Overview
PROLOGUE………………………………………………………………..1
I – Why People Buy ................................................... 3
II – To Go Faster, Stop Running ............................... 4
III – How to Download Your Client’s Brain ......... 5
IV – Why Words Sell .................................................. 6
V – The Perfect Funnel Design ................................. 7
VI – Fuel: It Ignites Your Engine .............................. 8
VII – Promotion: How to Accelerate ...................... 9
VIII – What Gets Tracked, Makes Money ........... 10
IX – Mistakes: Common Issues to Avoid ............. 11
X – Advanced ............................................................ 12
EPILOGUE .................................................................. 301
Note: These course lessons are told in the form a story

3. I – Why People Buy
What you will learn in this lesson:
 The only 2 reasons people buy
 Why great marketers build “roads”
 This one mistake that ruins most marketers…
Tim Arnold stood outside of a Starbucks somewhere in the heart of Brooklyn, a hand on his hip, a bead of sweat dripping down the side of his head.
If this small discomfort was the price he had to pay then so be it. Today, he was willing to wait.

4. II – To Go Faster, Stop Running
What you will learn in this lesson:
 What are the components of a sales engine?
 What kind of “fuel” is required?
 2 types of growth, and how a sales engine is different from a car engine
There was a pause.
“Would you like another cup of coffee before we continue Mr. Marigold?” Tim asked.
“Please.”

5. III – How to Download Your Client’s Brain
What you will learn in this lesson:
 How preparation wins the war
 The step-by-step process you can use to “download” your target customer’s brain
 Why a two-step sales process is essential

6. IV – Why Words Sell
What you will learn in this lesson:
 Why you need to write first, design later…
 “Range” – the most underappreciated marketing concept
 The perfect website sales copy template (with examples)
 Why a two-step sales process is essential
 How to do copywriting for SEO

7. V - The Perfect Funnel Design
What you will learn in this lesson:
 Why design style and being unique matters to your bottom-line
 The exact visual recipe for a high converting website and landing page
 Tools, templates, and examples to help you build and launch a high-converting design faster.
“Let’s step outside from some fresh air,” said Marigold. “This is too much information to absorb while sitting in one place.”

8. VI – Fuel: How to Ignite Your Engine
What you’ll learn in this lesson:
 The most sustainable way to drive targeted traffic to your website (regardless of an ad budget)
 How to avoid guessing, generate ideas and select the perfect topic
 How to write content that’s guaranteed to attract AND convert
Tim stopped taking notes and leaned back in his chair.

9. VII – Promotion: How to Accelerate
What you’ll learn in this lesson:
 Why writing great content is only 50% of the equation
 The Layered Promotion Technique (the initial promotion… done in a logical order)
 How to attract links and social shares using the Advanced Platforming Technique
(Marigold took a sip of his coffee and continued)

10. VIII – What Gets Tracked, Makes Money
What you’ll learn in this lesson:
 The 2 best performance tracking tools (and one you actually “build” yourself)
 How performance tracking naturally increases your confidence and helps you accelerate faster
 How to create you’re a custom analytics dashboard and make it like your own “status report command center”
“Ok, Tim. You have almost all the necessary tricks, tools, and know-how necessary to enter your market and make a huge, compounding impact.”

11. IX – Mistakes: Common Issues to Avoid
What you’ll learn in this lesson:
 The 9 most common reasons people fail to successfully build a sales engine for their businesses…
 And how you can avoid the same issues by being aware them
Tim, I haven’t mentioned this until now but you should know that you are not the only entrepreneur or business owner I’ve mentored like this.

12. X – Advanced
What you’ll learn in this lesson:
 How to 12x your conversion rate
 “The Sunflower Technique”
 How to increase traffic with BUYER intent
 Advanced email autoresponder strategies
 “Deep” Link Building