The Million Pound Story (Coached Version)
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Introduction

Course introduction
The Million Pound Story - Course Workbook
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 pain
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

Part 1 - The Hero and Where He's Stuck

Our proposition is the story of how we help our potential customers. In this section we look at why it's important we understand who the Hero of our story is, and how we work out where he's stuck.

11 Lessons