Transcript Example of Good Copywriting website http://www

How to Use Simple, Heart-Based
Business Strategies So You Can
Fill Your Tantra Classes and
Workshops with Ease
By Jan Robinson, Ipsalu Tantra Instructor
Purpose and Benefits
• Purpose
– To know that business can be heart-based and spiritually aligned
– To provide you with practical information for launching a
successful tantra teaching enterprise
• Benefits
You will Learn:
– What Level of Venture is right for you and your teaching
aspirations (3 Levels)
– 3 Powerful Business Models to Get You Started
– Essential Business Skills, Tools, and Principles
you need to know to be successful
Who’s Jan and Why Is She Here?
•
As the Chair of the Ipsalu Teacher’s Committee and I’m here to support you
with resources to help you succeed as an Ipsalu Teacher
•
I know the pain of what it is to LOVE what you are trained to do and to
STRUGGLE to build a community, enroll participants in courses, and make a
living doing it. I’m here to tell you: THERE IS AN EASIER WAY!
•
1) Learning Your Art and 2) Learning the Business of Your Art are two
separate and distinct things. I’m here to help you learn about the latter.
Filling Your Workshops with Ease
Why is This Important?
• You were born with unique gifts to share with the world
• The Universe wants you to give them fully without fear, without
holding back
• Serve and share your gifts generously
• One of the greatest fulfillments is to share your gifts and have them
received
• You can do this in ways that energize and sustain you rather than
deplete you
• Employing simple, heart-based business strategies will help
nourish you and your business
Most High-Tech, Common
Methods to Fill Classes
1. The O.M. Method
2. H.A.P.
(Hope and Pray)
Business as a Spiritual Practice
• Your business vision drives you to reconcile who you are now with
who you can be.
In order to play at the (community, national, global) level, who would I have to
become? Bold, daring, unconditionally self-loving, crystal clear, confident, committed,
humorous, courageous, etc.
• Spirituality and profitability mutually exclusive?
It’s your duty to get wealthy. “Your playing small doesn’t serve the world.” The more
people you serve and the more value you provide, the greater your income. It’s a lot
easier to pull people up that to push people up (law of physics)
• Your job is to uplift
What you provide is a gift, a valuable resource for someone to solve the pressing
problems in their life or to help them move beyond their limits and manifest their
heart’s desire. You can become masterful at having selling conversations with people
that support them, inspire them, and compel them to take the next steps with you (i.e.
“Heart-Selling”). Whether or not people say “Yes” to your services, your primary
intention is to leave people in a better place than when you found them.
Top 6 Business Skills, Tools, and Principles
To Be Successful in Your Business
• Skills
– Selling
– Marketing
• Tools
– Marketing Website or Blog
– Email Marketing or Ecommerce Software
• Principles
– Niche Marketing
– Leverage
What is Selling?
What is Marketing?
•
Selling is the most high-leveraged skill you can
have in business. It’s what persuades people to
buy.
Hard-selling uses fear, pushiness and domination
to close a sale. Heartselling™ uses connection,
service, acknowledgement, curiosity and bold
questions to open people to what their heart wants
to say “yes” to.
•
Marketing is the activity and process of creating,
communicating, and delivering offerings that have
value for customers, clients, etc.
Marketing Activities Include:
Selling
Writing Copy
Packaging
Doing market research
6 Stages of Heart-Selling
What’s Your Game?
1. Avocation/Labor of Love
Teaching for the pleasure in the work itself and of
being of service in the world, without expectation
of financial reward
2. Side Business
Teaching what you love, building community and
earning supplemental income
3. Full-time Business (local, national, global?)
Thriving and prospering financially while
creatively living your soul’s purpose
Remember! You don’t have to do it alone.
In fact, it’s best to have a team.
- Bookkeeper/Accountant
- Web Designer
- Graphic Artist
- Personal Assistant
- Virtual Assistant (VA)
- Business Coach
- Program Coordinator/Sponsor
- Co-accountability Partner
“If it’s not your genius, it’s not your job.”
*See Rolodex of Resources on Document Page: www.tantricjoy.com/mod2.htm
Labor of Love Organizational Model I
• Set up a local Yahoo! Group (or “Meetup Group”)
A free online electronic mailing list, calendar, internet forum that allows you to:
» Keep track of members and their contact information
» Inform your community of upcoming events and send out automatic
email reminders
• Hold regular satsangs, short programs, and/or daylong workshops
» Love donation or sliding scale fee
(Optional but highly recommended)
• Set up a simple brochure website, sales (CTA) website, or blog1
» with opt-in box and valuable freebie
• Subscribe to online email marketing software2
(e.g. Constant Contact, CoolerEmail) that allows you to:
» Connect with your community members through regular email and/or
newsletter (ezine)
» Transfer and store membership contact data from your opt-in box into
your database
What is a CTA Website?
• A Marketing (or Sales) Website is a website designed to
inspire action and capture visitor contact information.
What you want your visitor to do is very clear: Either they
take the action step or they leave the page.
Examples:
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www.secretscribe.com
www.infoproductguy.com/home.html
www.alexandriabrown.com/
www.startingoverwithouthim.com/
www.radiancehealthsolutions.com/
• Tip: Adobe Contribute C3 software is an outstanding tool for
managing your own website content
• Tip: Create a blog (web-log) for an easy website.
WordPress is an excellent blog platform and comes with a a website content
management system. (see www.wordpress.com and WordPress for Dummies book)
Importance of an “Opt-In” Box
• An Opt-In Box is one of the easiest, cheapest, most
high-leveraged ways of building your LIST.
• Your LIST is your BIGGEST asset as a business.
Those on your list are
the people you develop
relationship with.
• When someone feels
connection with you and
trusts you, they are much
more likely to say “YES!”
Business Model II
Side Business
• CTA website with testimonials (See handout “magic testimonial
questions”)
– Basic Copywriting Skills3 highly recommended
(Writing Copy for Dummies an excellent resource)
• Online email marketing software or ecommerce
software4
• Leveraged business model5 with promotional
classes designed to sell class series and programs
• Optional targeted market (e.g. singles, couples, men, women, corporate,
ethnic community, kids+parents, gay & lesbian community, VA vets, nuns, Christian)
What is Leverage?
• The leverage principle is using small effort to
get BIG results
Poverty = using big effort to create small results
Prosperity = using small effort to create big results
• A leveraged business model allows you to
do what you love without burning yourself
out.
Use Promotional Classes
to Fill Your Workshops!
• Schedule a few different dates in
different venues in your area
• Have people register (and fill out a marketing questionnaire)
• Send reminders before your classes!
• Seed the workshop you are promoting throughout your free
class
• In the “what’s next” section, Make your offer. Provide
incentives (i.e. bonuses, special tuition price) for registering
right there and then. Go on break.
• Continue with program
• At end of class get participant feedback and testimonials!
Marketing Questionnaire
•
WHEN IT COMES TO . . . (e.g. being a single mom, your sexual love life,
being a corporate manager, building your business) . . . .
•
•
•
•
•
•
•
•
•
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What are your biggest challenges?
What are your biggest concerns?
What worries you?
What are you most proud of?
What excites you?
What frustrates you?
What do you wish would just go away?
What do you want more of?
What do you think would help you get it?
On a scale from 1-to-10, how committed are you to having that?
Find Out What
They are Looking For!
TantricJoy Questionnaire
• Are you male or female?
• What is your age?
• Are you single, dating, or in relationship?
• As someone who is interested in (tantra), what are you
looking for?
• If you could have that, what would that get you?
• What’s the biggest challenge you facing right now,
(spiritually, sexually, and/or emotionally)?
• What do you want instead?
Thank you!
Marketing Funnel
Full-Scholarship Class
Inner Path Daylong
Ipsalu Practicum (6 mos.)
Full-Scholarship Class
6-week class series
6-month program
Private Mentoring or Group class
three 6-week classes + mentoring
or 4-daylong programs + mentoring
Ipsalu Practicum (next 6 mos.)
What is eCommerce Software?
A complete package of “must-have” marketing tools in one place
(e.g. www.oneshoppingcart.com)
Features:
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Shopping Cart Software
Internet Marketing Tools
Credit Card Processing
Email Autoresponders
Ad Tracking Tools and Statistics
Affiliate Program Tracking
Questionnaire Features
Custom Forms and Opt-in Boxes
Mailing List Programs
Email Broadcasting Service (Ezine/Newsletter Management)
What is Copywriting?
•
Copywriting includes all the written materials
used to sell, market, and promote products and
services to prospects and customers. It’s one
of the most highly leveraged marketing tools
•
In writing copy, you are committed to 3 things:
1. Benefits, Benefits, Benefits – they provide a reason to buy, act or respond
2. A desire to make offers. Give customer a choice (one-banana marketing)
3. A commitment to the customer’s point of view. Use your target market’s language to
describe the problem and desired solution.
•
Collect testimonials from happy customers – most persuasive selling
tool there is.
•
Hot copy writing creates vivid pictures and emotional impact. Your
potential customer feels like you are speaking specifically and directly
to them.
Favorite Copywriting Tips!
WSGAT
What’s so great about that?
FBB – the foundation of copywriting
F
B
B
Feature
Direct
Benefit
Bigger Benefit
Fact
Obvious
Result
Emotions about the
results
Techniques
for quieting
the mind
So you can
tune out
distractions
So you can bliss out
b/c nothing’s in the
way between you and
your sexy man!
WiiFM
What’s in it for me?
So, what do you do?
“I’m a tantra teacher”
“You know how for many married
couples the first few years of their
love life is usually really hot, but
later down the line, they wonder
where the magic’s gone? Well, I
help couples bring back that
honeymoon feeling.”
Websites with Good
Benefit Language
• Art of Living Foundation. Sri Sri Ravi Shankar.
“Enhance your Physical, Mental, and Emotional Well-Being
http://us.artofliving.org/
• Warrior Sage. “Ignite Passion. Live Freedom, Embody Love”
http://www.warriorsage.com/
• Tantra Yoga Retreats “Journeys of Self Discovery”
http://www.tantricyogaretreats.co.uk/
• T. Harv Ecker’s Millionaire Mind Seminar.
“Take Control of Your Financial Destiny”
http://www.millionairemind.com/
Magic Questions
To Get Great Testimonials
1. What (specific) problems did you have before you started working
with me?
2. How were these problems impacting your life?
3. What attracted you to working with me? (anything unique about me as a
mentor/facilitator)
4. How soon did you start seeing results?
5. What are your results?
6. How has your life been impacted because of these results?
• Follow a BEFORE / AFTER format, 1-2 short paragraphs
Example Testimonial
“Absolutely mind-blowing!
We reached a whole new level.”
“Our lives are so hectic, sex always
felt like having to get to some finish
line, to rush toward orgasm.
After working with Jan, sex was the
best it had ever been! The results
were immediate. All of our senses
are heightened when we make love
and we are right there in the
moment. Nothing hurried. There is a
lot of passion now and a very deep
and intimate connection in our
lovemaking. It feels like we are not
just making love with our bodies, but
with our souls.”
Amy and Daniel Goggiano
Carson City, NV
Example Testimonial
“Sex and love have really come
together for us in true lovemaking”
“Before we worked with Jan I enjoyed a
physical connection with my husband
during lovemaking but not a spiritual one.
Sometimes, my eyes would wander
towards other men wondering if they
could fulfill me in the way I desired.
After we worked with Jan, I feel the
spiritual connection between us. John
looks at me in a totally different way.
He even says he feels more in love with
me than on the day we got married!
Anna and John
Sacramento, CA
We’ve been together for 17 years now.
Friends have told us it’s so hard to have
passion after you’ve been together for
years and have fallen into a rut. But it’s
not! You just need the right tools.”
Business Model II
Side Business
Additional option with higher level of commitment
Monthly membership program
(need merchant account with automated payment system)
•
•
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•
•
•
•
Could include any combination of:
Monthly newsletter
Monthly short program
Monthly teleclass with guest interview
Monthly local satsang
Quarterly daylong workshop
$19, $47, $97, $147, $197 month
Higher pricing tiers could include personal mentoring, Level 1, Levels 1 &
Level II
About Teleclasses
What is a Teleclass? A live seminar to which people listen and
participate over the telephone. All you need is access to a phone
and email. The call is free. The only fee is the cost of the longdistance phone call. The advantage of teleclasses is you can
provide educational information free from financial or geographic
barriers.
www.freeconference.com – Free teleconference call service
www.audioacrobat.com – Online monthly service to record teleclasses,
produce and publish great audio and video to your Web site and
emails. Create your own online radio show.
http://www.teleseminarsecrets.com/ - Teleseminars to learn to make
money and become highly skilled at leading teleseminars
Business Model III
Livelihood
• You have a powerful leveraged business vision using a nichebased6 business model.
• You’re a leader and an expert in your field (big fish in small pond)
• Your personal vision married with your marketing message
• Skills: Marketing, Copywriting, Heartselling, Making Offers
• Tools: Sales Website, Ecommerce Tool with Merchant Account
• Offerings may Include: Private client practice with packages,
Informational Products, Teleseminars, Workshops/seminars and
programs
• You have Strategic Alliances and/or Joint-Venture Partners and an
Affiliate Program
• You invest in ongoing Education/Training in Entrepreneurship
What is Niche-Based Business?
No business can be all things to all people. Instead, you must reach specific
customers and satisfy their particular needs. As an entrepreneur, you must
identify those customers and understand as precisely as possible what they
want. Once you have that information, you’ll have a much better chance of
capturing those customers for your business.
Niche = the problem you solve and for whom
“I work with blank kinds of people with blank kinds of problems”
(e.g. “I work with couples who love each other but are unsatisfied sexually.”)
Stealth Transformation
The GATE is the Problem you Solve
Transformation is on the Other Side
Lead with your Marketing Message
MM – Marketing Message
PM – Personal Mission
MM – “You love each other but wonder where the magic’s gone.
Here’s how to recapture that lost passion and romance!”
PM - Awaken Consciousness on the Planet
You can use any modality, method, process, etc. you want
provided you help them with their problem.
Review
Principles/Concepts
Niche marketing
Leverage
Stealth Transformation
Marketing Funnel
Skills
Heartselling
Marketing/Copywriting
Tools
Sales (CTA) Website, Blog, Opt-in Box
Email marketing software
Ecommerce software
Audio Acrobat – for recording teleclasses
Magic Testimonial Questions
Market Research Questionnaire
Please Go To:
www.tantricjoy.com/mod2.htm
You will find
This slide show presentation and supporting documents,
The Inner Path to Bliss Materials (scripts, agendas, and
music links)