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

Sample ideal customer bio - Document

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