By the end of today’s session, you will have created a one-page document detailing the opportunity to develop your own lead generating, online educational tool.

1. CUT THE CRAP
Vol. 2
HOW TO USE COURSES AND GUIDES
TO GENERATE LEADS ONLINE

2. Get your pens ready…

3. By the end of today’s session, you will have created a one-page document detailing the
opportunity to develop your own lead generating, online educational tool.

4. INTRODUCTIONS
Our two glamorous assistants

7. 1. MARKET ANALYSIS
Finding your niche

8. What information are people already looking for in your sector?

9. What information are people already looking for in your sector?
Could be obvious, or you may need to think more laterally.

10. What information are people already looking for in your sector?
Could be obvious, or you may need to think more laterally.
Don’t go too broad; exploit niche opportunities

11. THINGS TO CONSIDER:

12. THINGS TO CONSIDER:
How many people are looking for this information?

13. THINGS TO CONSIDER:
How many people are looking for this information?
How many sources already exist? How good are they?

14. THINGS TO CONSIDER:
How many people are looking for this information?
How many sources already exist? How good are they?
Can you offer a valuable point of difference? (New information? Better quality? More effective delivery?)

15. THINGS TO CONSIDER:
How many people are looking for this information?
How many sources already exist? How good are they?
Can you offer a valuable point of difference? (New information? Better quality? More effective delivery?)

18. EXAMPLE:

19. EXAMPLE:
Run an events company?

20. EXAMPLE:
Run an events company?
Guide to event planning - Probably not going to cut it

21. EXAMPLE:
Run an events company?
Guide to event planning - Probably not going to cut it
Guide to planning your wedding - Still not going to rank.

22. EXAMPLE:
Run an events company?
Guide to event planning - Probably not going to cut it
Guide to planning your wedding - Still not going to rank
Planning a wedding for under 10K - has some potential

23. EXAMPLE:
Run an events company?
Guide to event planning - Probably not going to cut it
Guide to planning your wedding - Still not going to rank
Planning a wedding for under 10K - has some potential
Planning a summer wedding for under 10K - has more potential

24. ESTABLISHING POTENTIAL

27. HELPFUL TOOLS:

28. HELPFUL TOOLS:
Adwords Keyword planner - Identify the opportunity

29. HELPFUL TOOLS:
Adwords Keyword planner - Identify the opportunity
Domain registrar - Find an exact match domain

30. HELPFUL TOOLS:
Adwords Keyword planner - Identify the opportunity
Domain registrar - Find an exact match domain
Google search (level of competition, nature of competition, search intent)

31. 5 MINUTE TASK:

32. 5 MINUTE TASK:
Write a list of possible niches that you could focus on.

33. 5 MINUTE TASK:
Write a list of possible niches that you could focus on.
Note any sites that you already know of that offer this information

34. 5 MINUTE TASK:
Write a list of possible niches that you could focus on.
Note any sites that you already know of that offer this information
How could you be better?

35. 5 MINUTE TASK:
Write a list of possible niches that you could focus on.
Note any sites that you already know of that offer this information
How could you be better?
When you get back to the office, use this as the start of your keyword research.

37. 2. MAKING MONEY
Identify your ‘curve’, find leads, convert them.

38. REVENUE OPPORTUNITIES:

39. REVENUE OPPORTUNITIES:
Lead generation for existing business - SaS businesses

40. REVENUE OPPORTUNITIES:
Lead generation for existing business - SaS Businesses
Sell content (fremium model?) - DistilledU

41. REVENUE OPPORTUNITIES:
Lead generation for existing business - SaS Businesses
Sell content (fremium model?) - DistilledU
Affiliate links - Canopy

42. REVENUE OPPORTUNITIES:
Lead generation for existing business - SaS Businesses
Sell content (fremium model?) - DistilledU
Affiliate links - Canopy
Sponsorship - The Hustle

43. REVENUE OPPORTUNITIES:
Lead generation for existing business - SaS Businesses
Sell content (fremium model?) - DistilledU
Affiliate links - Canopy
Sponsorship - The Hustle
Accreditation - Online PAT Testing Course

44. REVENUE OPPORTUNITIES:
Lead generation for existing business - SaS Businesses
Sell content (fremium model?) - DistilledU
Affiliate links - Canopy
Sponsorship - The Hustle
Accreditation - Online PAT Testing Course
Build and sell - Indie Hackers

45. INTRODUCING ‘THE CURVE’

47. N
£

48. N
£
FREELOADERS

49. N
£
FANS
FREELOADERS

50. N
£
SUPERFANS
FANS
FREELOADERS

52. N
£
MASTERCLASS (PAID)
CONSULTING WITH NICHOLAS
THE CURVE BOOK LAUNCH
THE CURVE BOOK
THE CURVE VIDEO TRAILER
THE CURVE INFOGRAPHIC
BLOG POST

53. N
£
SUPERFANS
FANS
FREELOADERS

54. APPLYING ‘THE CURVE’

55. Starting with our ‘freeloaders’…

57. Hoping they’ll spread the word…

59. Making sure we have an offer for our ‘fans’…

61. Making sure we have an offer for our ‘fans’… and ‘superfans’

64. 5 MINUTE TASK:

65. 5 MINUTE TASK:
What is your objective? (leads for existing business, standalone entity etc.)

66. 5 MINUTE TASK:
What is your objective? (leads for existing business, standalone entity etc.)
With that in mind, what could your curve look like?

67. 5 MINUTE TASK:
What is your objective? (leads for existing business, standalone entity etc.)
With that in mind, what could your curve look like?
What do you need to create to service it?

69. 3. BUILDING A PLATFORM
Everything you need to get started

70. WHAT YOU NEED:

71. WHAT YOU NEED:
Domain? - exact match available?

72. WHAT YOU NEED:
Domain - exact match available?
Website? - consider your Minimum Viable Proposition

73. WHAT YOU NEED:
Domain? - exact match available?
Website? - consider your Minimum Viable Proposition
Content - dependent on your MVP

74. WHAT YOU NEED:
Domain? - exact match available?
Website? - consider your Minimum Viable Proposition
Content - dependent on your MVP
Comms plans - Keeping in touch

75. DOMAIN - CONSIDER EXACT MATCH

77. WEBSITE - YOUR MVP

81. CONTENT - DEPENDENT ON MVP

82. You can launch with no content…

84. You can launch with no content…
Or you can launch with no original content…

86. You can launch with no content…
Or you can launch with no original content…
Alternatively you can dive in from the start…

88. ONGOING COMMUNICATION

89. Signing up to the course is just the start.

93. A WORD ON GDPR

94. Comes in to force on 25th May 2018
Be explicit about what you’re offering and how you’re communicating
Keep evidence of your diligence
Make it easy for people to opt out

95. Comes in to force on 25th May 2018
Be explicit about what you’re offering and how you’re communicating
Keep evidence of your diligence
Make it easy for people to opt out

96. Comes in to force on 25th May 2018
Be explicit about what you’re offering and how you’re communicating
Keep evidence of your diligence
Make it easy for people to opt out

97. Comes in to force on 25th May 2018
Be explicit about what you’re offering and how you’re communicating
Keep evidence of your diligence
Make it easy for people to opt out

99. 4. GETTING NOTICED
How to drive traffic to your site

100. Existing audience - Invite people who already like what you do to view and share your new offering.

107. Promotional partnerships - It may be that your educational material provides value to other people in your
industry.

110. Relevant outreach contacts

112. Pay Per Click Campaigns

113. Things to consider -

114. 1. Choosing your keywords
2. Quality of ad copy
3. Relevance of landing page
4. Resulting Click through rate

115. 1. Choosing your keywords
2. Quality of ad copy
3. Relevance of landing page
4. Resulting Click through rate

116. 1. Choosing your keywords
2. Quality of ad copy
3. Relevance of landing page
4. Resulting Click through rate

117. 1. Choosing your keywords
2. Quality of ad copy
3. Relevance of landing page
4. Resulting Click through rate

120. All of the above can impact your organic ranking…

123. 5 MINUTE TASK:

124. 5 MINUTE TASK:
Think about your network:

125. 5 MINUTE TASK:
Think about your network:
Email list - How big? Of direct interest? Ask them to share?

126. 5 MINUTE TASK:
Think about your network:
Email list - How big? Of direct interest? Ask them to share?
Social Profiles - Which channels? How best to promote?

127. 5 MINUTE TASK:
Think about your network:
Email list - How big? Of direct interest? Ask them to share?
Social Profiles - Which channels? How best to promote?
Media contacts - Database? Which publications would support?

128. 5 MINUTE TASK:
Think about your network:
Email list - How big? Of direct interest? Ask them to share?
Social Profiles - Which channels? How best to promote?
Media contacts - Database? Which publications would support?
Industry contacts - Complimentary companies, industry bodies etc.)

129. 5 MINUTE TASK:
Think about your network:
Email list - How big? Of direct interest? Ask them to share?
Social Profiles - Which channels? How best to promote?
Media contacts - Database? Which publications would support?
Industry contacts - Complimentary companies, industry bodies etc.)
PPC - Worth gaining initial traction with paid advertising?

130. 5 MINUTE TASK:
Think about your network:
Email list - How big? Of direct interest? Ask them to share?
Social Profiles - Which channels? How best to promote?
Media contacts - Database? Which publications would support?
Industry contacts - Complimentary companies, industry bodies etc.)
PPC - Worth gaining initial traction with paid advertising?
Offline opportunities?

132. 5. GOING FURTHER
Building on success and learning from failure

133. Check your stats

137. Ask your audience

139. Change accordingly and continue to monitor

143. 6. WRAPPING UP

144. 1. Find niche opportunities (low competition, high traffic is GOLD)
2. Identify how you’ll make money and plan your Curve / Funnel
3. Build an appropriate platform - What is your MVP?
4. Understand how you’ll drive traffic - start with existing network
5. Monitor progress and be prepared to make changes

145. 1. Find niche opportunities (low competition, high traffic is GOLD)
2. Identify how you’ll make money and plan your Curve / Funnel
3. Build an appropriate platform - What is your MVP?
4. Understand how you’ll drive traffic - start with existing network
5. Monitor progress and be prepared to make changes

146. 1. Find niche opportunities (low competition, high traffic is GOLD)
2. Identify how you’ll make money and plan your Curve / Funnel
3. Build an appropriate platform - What is your MVP?
4. Understand how you’ll drive traffic - start with existing network
5. Monitor progress and be prepared to make changes

147. 1. Find niche opportunities (low competition, high traffic is GOLD)
2. Identify how you’ll make money and plan your Curve / Funnel
3. Build an appropriate platform - What is your MVP?
4. Understand how you’ll drive traffic - start with existing network
5. Monitor progress and be prepared to make changes

148. 1. Find niche opportunities (low competition, high traffic is GOLD)
2. Identify how you’ll make money and plan your Curve / Funnel
3. Build an appropriate platform - What is your MVP?
4. Understand how you’ll drive traffic - start with existing network
5. Monitor progress and be prepared to make changes

149. 7. FINALLY…