2.4 - How big does your audience need to be?

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The Million Pound Story (Coached Version)

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Introduction

Course introduction

The Million Pound Story - Course Workbook1

Part 1 - The Hero and Where He's Stuck

1.1 - Storytelling

1.2 - The Hero's Journey

1.3 - Why your proposition is telling the wrong story

1.4 - Let's get to know our Hero better

Let's get to know our Hero better - Worksheet

Sample completed ideal customer worksheet - Document

Sample ideal customer bio - Document

1.5 - Where is our Hero stuck?

Where is our Hero stuck? - Worksheet

1.6 - The three layers of pain1

1.7 - Recap of Part One

Part 2 - Enter The Mentor

2.1 - Introduction - Meet the Mentor

2.2 - A story about targeting - The Ice Cream Wars

2.3 - The Power of small audiences

2.4 - How big does your audience need to be?

2.5 - Famous for one thing

2.6 - USPs Differentiation and targeting

2.7 - Emotional buying triggers

2.8 - Emotional buying triggers - exercise explainer

Emotional buying triggers - Worksheet

Sample completed emotional buying triggers worksheet - Document

2.9 - The Niche Grid

The Niche Grid - Worksheet

Part 3 - The Land of Milk and Honey

3.1 - Introduction to Part 3

3.2 - Why some stories are so powerful

3.3 - Why people buy things - Part 1 - Pain and Pleasure

3.4 - Why people buy things - Part 2 - Emotion

3.5 - The Land of Milk and Honey

3.6 - What's the plan Stan?

Part 4 - Let's write a proposition

4.1 - Why? An introduction to the Golden Circle

Your solution - Worksheet

4.2 - How? How is more than just how

4.3 - What? We pull it all together

Your proposition - Worksheet

Sample long form proposition - Document

4.4 - The importance of key messages

Key messages - Worksheet

4.5 - The Message Book

The Message Book - Worksheet

4.6 - Final thoughts

Action plan - Worksheet