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WORKBOOK

Chapter 1

Identify Your Big Idea

In this chapter we talk about the importance of your big idea being a combination

of your passions and your expertise.

My Zone of Fire

Passion

Expertise

tep 1. Set a timer for 5 minutes

• Write down everything you are passionate about

• What excites you?

Step 2. Set a timer for 5 minutes

• Write down everything you have experience doing

• What are you good at?

Step 3. Identify where your passions merge with your expertise

• Draw arrows that connect the overlap

• The connections = your Zone of Fire, and from these you'll identify your BIG

idea!!

My Big Idea is:

WORKBOOK

Chapter 2

Discover Your Niche

In th is chapter we talk about how critical it is to niche down till it hurts. When

you try to resonate with everyone, you'll resonate with no one.

Remember our inventor friend who created an amazing bug spray that killed every

bug you could think of?

Reminder: that didn't work.

What did work was him creating amazing bug spray that killed a specific pest:

• Ants

• Cockroaches

• Beetles

• Termites

If you want traction, you have to niche. Get SUPER specific. Enter the

conversation that is already taking place in your potentia l customer's mind.

Step 1: Identify your big idea

Step 2: Niche down

Step 3: Niche down again

Step 4: Keep niching till it hurts!

Niche Till it Hurt

Step 1:

Step 2:

Step 3:

Step 4:

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Chapter 3

Create Your Avatar

In this chapter we focus on your avatar: your perfect customer, your model client,

the ideal consumer of your content, your products, your services, and your offers.

Create My Avatar

Answer the following questions about the one perfect consumer of your content:

1. What is the age of your avatar?

2. Sexual orientation?

3. Marital status?

4. Kids?

5. Job? If yes, what?

6. Do they commute? I f yes, for how long?

7. Do they like their job?

8. What are their passions?

9. What are their hobbies?

Other notes about my avatar...

WORKBOOK

Chapter 3

Create Your Avatar

In this chapter we focus on your avatar: your perfect customer, your model client,

the ideal consumer of your content, your products, your services, and your offers.

Create My Avatar

Answer the following questions about the one perfect consumer of your content:

10. What do they do in their free time?

1. What are their dislikes?

2. What are the skills they've acquired?

13.

What value can they bring to the world?

14. What are their life goals, ambitions, hopes, and dreams?

15. What does a perfect day in their life look like?

16. What type of content do they consume? How often?

17. What is their biggest struggle in life right now?

18. What is the solution they are looking for?

WORKBOOK

Chapter 3

Create Your Avatar

In this chapter we focus on your avatar your perfect customer, your model client,

the ideal consumer of your content, your products, your services, and your offers.

Create My Avatar

Meet my avatar...

WORKBOOK

Chapter 4

Choose Your Platform

In this chapter we talk about pros and cons of the three major platforms: written,

audio, and video. It's time to choose your platform!

Choose My Platform

Written

Pros

Cons

Audio

Pros

Cons

Video

os C

• Ea

sily shareable

• Writing can be less stressful/

time consuming than audio/video

• Easier to edit than audio/video

• Difficult to repurpose

• Low barrier of entry

(saturated)

• People can listen while doing

other things

• It's free, on-demand, targeted

• It's intimate

• Times when people want to

e visual

• Medium barrier (somewhat

saturated)

• P

eople love visual

• Ty ically

ree

• On-demand, targeted, shareable

• Maximum

rep

rposin

capabilitie

• A

lot of prep required

• Professional is pr

icey

• Creating is time-consuming

• People can't multi-task

• Medium barrier (somewhat

saturated)

My platform is:

WORKBOOK

Chapter 5

Find Your Mentor

In this chapter we talk about where to find your perfect mentor: the individual who

is currently where you want to be in one year.

Find My Mentor

Start by writing out

exactly where you

want to be one year from now:

1. What have you created?

2. What does your day-to-day look like?

3. Who are you serving?

4. How much revenue are you generating each month?

5. What types of projects are you working on?

The search begins! My short-list of potential mentors:

WORKBOOK

Chapter 6

Join or Create a Mastermind

In this chapter we talk about your average: the five people you spend the most

ime with. Who is upping your average?

Who is lowering your average?...

The foundation and setup

Create a Mastermind

• Three to four people

• Meets for 1 hour every week

• Strict attendance policy

Th e weekly flow

• 5 minutes each to share biggest success & lessons learned of the week

• 30 minutes for one person to be in the 'hot seat'

• Shares biggest struggle

• Gives their request, or 'ask' of the group

• Other members ask questions and share their advice

• Hot seat rotates each week so everyone gets one each month

• Remaining time: each person shares one big goal they want to accomplish

for the following week (hold one another accountable!)

inding your mastermind partners

• Same or similar place on their journey

• Motivated, positive, supportive

• Committed to showing up

You might find your mastermind partners by attending local mixers, in online

groups, through mutual friends, or... you might already be connected with them

right now! You just have to ask if they'd be interested in joining you.

WORKBOOK

apter 7

Design Your Content Production Plan

In this chapter we talk about keeping your content focused: going one inch wide

nd one mile deep to gain that initial

traction you need to grow.

My Content Production Plan

Answer th e fo llowing qu estions to be gin de sign ing yo ur co ntent pr oduction pl an:

1. What calendar system will you use to schedule your plan?

2. With what frequency will you deliver your content?

3. Which days will your content be delivered?

4. What is the average length of content you'll create?

5. How much time will it take you to create each piece?

6. How far in advance will you create your content?

7. What days will you set aside each week for content creation?

8. Who is hold you accountable to your plan?

9. What day of the month will you set aside to evaluate your plan and adjust?

WORKBOOK

apter 7

Design Your Content Production Plan

In this chapter we talk about keeping your content focused: going one inch wide

nd one mile deep to gain that initial

traction you need to grow.

My Content Production Plan

After-Action Reviews (AARs) outline

1. What was the goal of this project?

2. Did I accomplish the goal?

3. What went well?

4. What went poorly?

. What did I learn from this project?

6. Does this project align with the core value of my business?

WORKBOOK

apter 7

Design Your Content Production Plan

In this chapter we talk about keeping your content focused: going one inch wide

nd one mile deep to gain that initial

traction you need to grow.

My Content Production Plan

After-Action Reviews (AARs) outline (continued)

7. Will I do something like this again?

8. What would I do differently next time?

9. What systems and processes can I put in place to improve execution ?

1 0. Is this a project I need to dedicate my person time to or can I delegate ?

11. What specific value did this add to my business?

2. Who else is doing projects like these that I can study and learn from?

WORKBOOK

Chapter 8

Create Content

In this chapter we talk about the importance of doing the work. Consistently.

Remember: it 's na tural to ha ve do ubt, fe ar, st ress, and an xiety when yo u're tr ying

something ne w, es pecially when th at so mething ne w mi ght no t wo rk.

And wh en yo ur wh y is no t strong en ough, yo u'll fi nd ex cuses to av oid do ing the th ings

that tr igger th ese fe elings.

These fe elings wa nt yo u to st ay the co urse of wh at is sa fe an d secure.

But cr eating a life of fi nancial fr eedom an d fulfillm ent re quires yo u to ge t ou t of yo ur

comfort zo ne; em brace th e em otions of do ubt, fe ar, st ress, an d an xiety - and ri se

above th em.

So wh at's yo ur wh y?

What's yo ur re ason to do th e wo rk th at is BI GGER th an ju st do ing the wo rk? So th at

when do ubt, fe ar, st ress, an d an xiety st art to cr eep in , yo u ca n re focus on yo ur wh y

and do th e wo rk?

My WHY

WORKBOOK

Chapter 9

Launch

In this chapter we talk about perfectionism being a curse. Perfectionism is an

excuse you use to not have to face the possibility of rejection, failure, or fear.

My Launch

I t's time to imperfectly, awkwardly, and clumsily launch your voice, message,

an d mission into the world - on your path to uncommon success.

Things standing be tween me and my launch, and how I will overcome

them...

WORKBOOK

Chapter 10

Pinpoint Your Avatar's Biggest Struggle

In this chapter we talk about the importance of engaging with your audience one-

on-on e to uncover th eir bigge st struggle.

My Avatar's Biggest Struggle

Ask these four questions:

1. H ow did yo u hear about me/find my content?

2. What do you like about th e content I 'm producing?

3 . What don't you like?

4 . What is your biggest struggle right now?

Email your list, send a private message on social media, reply to the comment

your listener left on your social media post - ask if they'll jump on a quick call

with you so you can ask them a few questions.

Call 1 w/ :

1. H ow did you hear about me/find my content?

2. What do you like ab

out the content I'm producing?

3. What don't you like?

4. What is your

iggest struggle right now?

Cal l 2 w/ :

. H

ow did you

ar about me/find my

conte

nt?

2. Wh

at do you like about the

conte

nt I'm

roducing?

3. What don't you like?

4. What is your

biggest struggle right now?

WORKBOOK

Chapter 10

Pinpoint Your Avatar's Biggest Struggle

In this chapter we talk about the importance of engaging with your audience one-

on-on e to uncover th eir bigge st struggle.

My Avatar's Biggest Struggle

Call 3 w/ :

1. H ow did you hear about me/find my content?

2. What do you like about the content I'm producing?

3. What don't you like?

4. What is your biggest struggle right now?

Call 5 w/ :

1. H ow did you hear about me/find my conte

nt?

2. What do you like about the content I'm producing?

3. What don't you like?

4. What is your biggest struggle right now?

Cal l 4 w/ :

1. H ow did you hear about me/find my content?

2. What do you like about the content I'm producing?

3. What don't you like?

4. What is your biggest struggle right now?

WORKBOOK

Chapter 10

Pinpoint Your Avatar's Biggest Struggle

In this chapter we talk about the importance of engaging with your audience one-

on-on e to uncover th eir bigge st struggle.

My Avatar's Biggest Struggle

Thoughts, observations, and notes from my one-on-one conversations:

WORKBOOK

Chapter 1 1

Prove the Concept & Craft the Solution

n this chapter we talk about the importance of verifying that people will

pay for

the solution you want to create. Remember: people vote with their wallet.

Craft the Solution

Your solution will most likely be a product, service, or a community. Some examples

include:

• One-on-one coaching

• Group coaching

• Leading a mastermind

• Writing a book

• Creating a

course

• Hosting a virtual summit

• Running a paid challenge

• Create software (SaaS)

• Creating a physical product

• Hosting a premium community

• Becoming an affiliate (promoting other peoples' stuff)

• Offering a certification

• Hosting live or virtual events

No need to feel overwhelmed; remember, your one-on-one conversations should have

revealed to you what your avatar's biggest struggle. Now, what solution can you

deliver?

The solution I

will deliver is:

ow all that's left

to do is prove the concept! Get your audience to vote with

their wallet.

WORKBOOK

Chapter 1 2

Build Your Funnel

In this chapter we talk about building your funnel: this is the journey your avatar

akes from the mome

nt they are introduced to your content all the way to

becoming a customer, client, or evangelist.

Building Your Funnel

Building your funnel is all about creating a journey for your avatar. They know,

like, and trust you thanks to the free, valuable, and consistent content you create.

Reciprocity is real, and the solution you're going to be providing to help your

avatar solve their biggest struggle is exactly what they want and need.

N ow you just have to lead them there.

Here's an example of one of our funnel

Listens to podcast

Takes Free

Podcast Course

Joins The Podcast

Masterclass

Invests in Podcasters’

Paradise

WORKBOOK

Chapter 1 2

Build Your Funnel

In this chapter we talk about building your funnel: this is the journey your avatar

akes from the mome

nt they are introduced to your content all the way to

becoming a customer, client, or evangelist.

Building Your Funnel

If you think of your funnel as a journey - the starting point being someone finding

your content, and the end point being them purchasing your solution - what

happens in between?

People don't get married on the first date.

Ideas for how I'll lead my avatar to the solution I've created for them:

WORKBOOK

Chapter 13

Diversify Your Revenue Streams

In this chapter we talk about the importance of diversifying your revenue streams

so you can adapt when the economy, Mother Nature, or life in general throws a

curveball.

Diversify Your Reve

nue Streams

Chapter 13

Diversify Your Revenue Streams

In this chapter we talk about the importance of diversifying your revenue streams

so you can adapt when the economy, Mother Nature, or life in general throws a

curveball.

n order to discover new revenue streams, you'll need to

get back on calls

with your avatar and ask them these five questions:

. How did you discover my content?

What do you want to see more of?

3. What do you want to see less of?

4. What is your biggest struggle right now?

What would the perfect solution to your biggest struggle

look like?

1. How did you discover my cont ent?

2. What do you want t

o see mo re of?

3. What do you want

t o see less of?

4. What is yo ur big gest struggle right now?

5. What wo uld the perfect solution to your big

gest struggle look like?

Call 1 w/ :

1.1. How d

id you discover my cont ent?

2. What do you want t o see mo re of?

3. What do you want t o see less of?

4. What is yo ur

big gest struggle right now?

5.5. What

wo uld the perfect solution to your big gest struggle look like?

Call 2 w/ :

WORKBOOK

Chapter 13

Diversify Your Revenue Streams

In this chapter we talk about the importance of diversifying your revenue streams

so you can adapt when the economy, Mother Nature, or life in general throws a

curveball.

Diversify Your Reve

nue Streams

Chapter 13

Diversify Your Revenue Streams

In this chapter we talk about the importance of diversifying your revenue streams

so you can adapt when the economy, Mother Nature, or life in general throws a

curveball.

1. How did you discover my cont ent?

2. What do you want t o see mo re of?

3. What do you want t o see less of?

4. What is

yo ur big gest struggle right now?

5. What wo uld the perfect solution to your big gest struggle look like?

Call 3 w/ :

1.1. How d

id you discover my cont ent?

2. What do you want t o see mo re of?

3. What do you want

t o see less of?

4. What is yo ur

big gest struggle right now?

5.5. What wo uld the perfect solution to your big gest struggle look like?

Call 4 w/ :

WORKBOOK

Chapter 14

Increase Your Traffic

In this chapter we talk about the importance of collaborating with other creators

in your industry and niche in order to reach a wider audience and increase your

traffic. We are going to focus on this free traffic generation strategy.

Increase My Traffic

ll ships rise in a high tide. Look to

those in your industry or niche who you can create

a w

in-win r

elationship w

ith.

This might be you doing interview swaps on your podcasts, going live on social media

together, or creating guest content for one another's sites.

These collaborations should be with those who speak to a similar audience as you.

With this mindset of abundance you can collaborate and commingle audiences in a

really powerful way!

Brainstorm: Who can I collaborate with to create a win-win?

Now it's time to reach out!

1. Go to their website / social media channels / send them an emai

2. Click on the "contact" tab / send them a private message

3. Share how you can add value for their audience and ask if they'd like to

collaborate!

WORKBOOK

Chap

ter 15

Implement Systems & Build a Team

In this chapter we talk about the importance of knowing your business inside and

out before you start to implement syste

ms and build a team.

Implementing Systems

Step 1: Write down

everything you do over the course of a week on a sheet of

paper or online note-taking system.

Step 2: Separate your tasks into two lists: repeat tasks and one-time tasks

Step 3: Look at your repeat tasks; put them in order of most time-consuming to

least time-consuming

Step 4: Take your most time-consuming repeat task and write out the step-by-

step process of how you accomplish that task

Step 5: Identify unnecessary steps for the most lean and efficient process

Step 6: Create a video of you talking and walking throug

h each individual step

and how you do it; then save that video in a folder labeled "Systems"

Step 7: Repeat!

Now you've identifie

d the repeat tasks in your business and created systems for

them. What tasks would you like to delegate?

Whoever can perform those tasks should be your first hire.

Building a Team

WORKBOOK

Chapter 16

Create Affiliate Partnerships

In this chapter we talk about focusing on what you're BEST at, and identifying

ffiliate partnerships to share solutions you won't / sh

ouldn't / perhaps can't -

create yourself.

Affiliate Partnerships

Affiliate partnerships allow you to recommend others products and services that can

help solve y

our avatar's struggles - things you won't, shouldn't, or perhaps can't

create yourself.

You share a great resource with your audience, they join the program, you receive an

affiliate commission, your affiliate partner gets a new customer, and you have zero of

the fulfillment to worry about!

Always make sure the affiliate relationships you're creating are with those you know,

like, and trust. Your audience comes to you for trusted advice, so you recommending

someone else's products or services ultimately reflects back on you.

What are products and services you use - or that were created by people and

companies you trust - that you know can serve your audience? Create a list, then

reach out to inquire about an affiliate partnership!

Brainstorm: products and services I know can serve my audience...

WORKBOOK

Chapter 17

Keep the Money You Make

In this chapter we talk about how to keep the money you make.

Keeping the Money You Make

You work hard to earn money, but at the end of the year you're left wondering: where'd

it all go?

It went to...

• Ad spend

• Payroll

• Taxes

• ...

40% of Americans can't cover a $400 emergency expense.

There are two books you should read, then employ the strategies within:

1. The Richest Man in Babylon by George S. Clason

2. Profit First by Mike Michalowicz

WORKBOOK

Chapter 18

The Well of Knowledge

WOW - WE MADE IT!

The final chapter is "The Well of Knowledge": a compilation of the best advice

I've received over the years with my thoughts added.

My hope is that you'll visit this chapter often - really any time you need a dose of

inspiration, motivation, or guidance.

Bookmark it!

CONGRATULATIONS!

WORKBOOK

You r Path to Uncommon S uccess Conti

nues...

Use the sp ace be low for oth er though ts, ideas, b rainstorming, and notes.

You 've got this! And we've got you. If you're e ve r in need of some additional

in sp iration, jump into our private Facebook Group: EOF ire.com/ facebook.

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