THE

 ONE  PAGE  MARKETING  

FUNNEL    
H OW  TO   Q UICKLY   G ENERATE  UP  TO   10 X  MORE  LEADS  
WITH  ZERO  TECH  OVERWHELM  

A ARON   N.   F LETCHER  

Copyright  ©  2016  by  Aaron  Fletcher  

Learn  How  to  Put  This  Marketing  Funnel  into  Place  with  a  Free  
Online  Coaching  Session  with  Aaron:  

http://fletchermethod.com/webinar  

   
 WHY  I  WROTE  THIS  BOOK  
 
Simple.  Because,  in  my  eighteen-­‐plus  years  of  helping  
thousands  of  small  business  owners  get  more  customers  
through  smart  marketing  and  advertising,  I  realized  a  few  
constant  truths.    
 
These  are  the  kind  of  truths  that  apply  to  businesses  in  all  
cities—from  New  York  to  Los  Angeles,  from  Miami  to  Branson.  
Truths  that  hold  steady  across  all  business  categories—law  
firms,  restaurants,  nursing  homes,  and  even  bowling  alleys:  
 
•   Small  business  owners  (like  you)  are  the  backbone  of  
America,  responsible  for  90  percent  of  the  nation’s  
workforce.  
•   These  business  owners  are  highly-­‐skilled  technicians  at  
their  respective  crafts,  so  much  so  that  these  skills  
provided  the  opportunity  and  inspiration  to  make  the  
exciting  leap  from  employee  to  entrepreneur.  
•   This  laser  focus  on  technical  skills  almost  always  comes  
at  a  steep  price:  a  complete  lack  of  skills  and  know-­‐how  
in  effective  marketing.  
•   Virtually  all  of  the  new  advancements  in  technology  and  
marketing-­‐information,  tools,  and  resources  never  
make  their  way  down  to  the  local  level,  leaving  small  
business  owners  behind.    
•   Those  business  owners  who  realize  this  and  seek  out  
marketing  knowledge  and  expertise  are  almost  certainly  
stopped  dead  in  their  tracks  by  confusion  resulting  from  
two  factors:    
1.   There  are  way  too  many  options,  i.e.,  small  
business  marketing  books,  websites,  blogs,  and  
consultants,    
2.   Most  of  the  options  are  either  too  technical  
(making  them  inconvenient),  too  basic  (making  
 them  ineffective),  or  too  outdated  (making  
them  useless).  
 
Now  more  than  ever,  small  business  owners  need  a  simple,  
easy-­‐to-­‐understand  roadmap  for  effective  online  marketing.    
     
 WHY  YOU  SHOULD  READ  THIS  
BOOK  
 

Answer  the  following  questions:  

 
•   Are  you  a  successful  small  business  owner  looking  for  
more  business  online?  
•   Are  you  sick  of  being  confused,  stuck  and  overwhelmed  
when  it  comes  to  online  marketing?      
•   Have  you  gathered  bits  and  pieces  of  the  marketing  
puzzle  through  various  courses  and  books  but  struggle  
to  put  it  all  together?    
•   Are  you  busy  running  your  business,  with  little  time  to  
spend  on  online  marketing?  
•   Are  you  spending  money  on  online  advertising  and  not  
seeing  the  results  you  anticipated?  
•   Are  you  having  a  hard  time  tracking  your  marketing  and  
ensuring  that  every  dollar  you  spend  produces  a  return-­‐
on-­‐investment?  
•   Are  you  getting  contacted  by  literally  dozens  of  
salespeople  and  websites,  each  offering  to  “get  your  
business  more  Internet  visibility.”  “increase  your  SEO,”  
or  “optimize  your  website”—all  offering  expensive  
solutions  to  help  you,  but  leaving  you  confused  in  the  
process?  
•   Do  you  want  to  put  a  successful  marketing  funnel  in  
place  that  produces  qualified  leads  on  demand?  
•   Do  you  want  to  automate  your  business  and  generate  
passive  income  while  you  work  on  more  important  
things  –  like  vacationing?    
 
If  any  or  all  of  the  above  describes  you,  and  you’re  looking  for  a  
simple,  proven  and  easy-­‐to-­‐follow  system  to  increase  your  
online  visibility,  get  more  traffic  to  your  site,  become  the    
dominant  authority  in  your  local  niche,  generate  way  more  
leads,  and  grow  your  business,  then  this  is  for  you!    
   
 TABLE  OF  CONTENTS  
 

WHY  I  WROTE  THIS  BOOK  

WHY  YOU  SHOULD  READ  THIS  BOOK  

CHAPTER  1.  THE  TOP  3  REASONS  WHY  SMALL  

BUSINESS  OWNERS  FAIL  AT  MARKETING  

CHAPTER  2.  THE  7  INGREDIENTS  OF  VIRTUALLY  

EVERY  SUCCESSFUL  SALES  FUNNEL  

CHAPTER  3:  SWIM  LANES  SALES  FUNNEL  

CHAPTER  4.  M.A.P.S:  MENTORSHIP,  

ACCOUNTABILITY,  PEER  SUPPORT  &  SYSTEMS  

CHAPTER  5.  BRINGING  IT  HOME  

ABOUT  THE  AUTHOR  

   
 CHAPTER  1.  THE  TOP  3  REASONS  
WHY  SMALL  BUSINESS  OWNERS  
FAIL  AT  MARKETING  
 

Let’s  discuss  why  small-­‐business  owners  struggle  with  getting  

more  clients  online.    

THERE  ARE  3  CORE  REASONS:  

1.   NOT  SETTING  CLEAR  GOALS  
And  I’m  not  referring  to  the  Tony  Robbins  goal-­‐setting  
“hoorah”  kind  of  deal.  I’m  just  talking  about  where  you  want  
your  business  to  be  in  90  days.    

Most  small-­‐business  owners  approach  their  career  as  if  

they’re  drifting  in  an  open  ocean,  aboard  a  rudderless  vessel  
-­‐  looking  for  the  next  client,  short  on  time  and  staff,  and  
always  in  reactive  mode.    

They’re  working  on  the  wrong  things  or  even  the  right  
things  at  the  wrong  time.  That’s  why  they  become  
overwhelmed,  stressed,  or,  and  let’s  be  brutally  honest,  lose  
hope.    

Until  you  create  a  clear  vision  of  exactly  where  you  want  
your  business  to  be,  you’ll  always  be  a  victim  of  what  
happens  to  you.    

So  you  have  to  go  from  drifting  to  driving.    

You  must  establish  a  clear  path—a  challenging,  yet  

 attainable  route  to  get  you  into  the  driver’s  seat.  Goals  give  
you  the  what  so  that  you  can  focus  on  the  how.    

Goals  tell  you  where  you  want  to  go,  so  you’re  forced  to    

focus  on  how  you’re  going  to  get  there.  A  wise  man  once  
told  me  that  when  you’re  traveling  in  another  country  you  
only  need  two  pieces  of  information:  where  you  are  now  
and  where  you’re  going.    

This  advice  sounds  simple,  but  it  really  stuck  with  me  as  I  
see  many  business  owners  enduring  weeks,  months,  or  even  
years  of  needless  struggle  because  they  simply  don’t  have  a  
specific  destination  in  mind.      

2.   LACK  OF  TIME  

Most  businesses  spend  90  percent  of  their  time  clicking,  
searching,  and  trying  to  determine  what  to  do  next  to  get  a  
new  client  in  the  door.  Most  of  the  time  that  is  supposed  to  
be  focused  on  implementing  is  instead  spent  on  trying  to  
figure  out  what  to  do  instead  of  actually  doing  it.    

3.   TECH  OVERWHELM    
We’re  constantly  bombarded  with  information  these  days.  
What  tools  do  we  use?  What  software  do  we  use?  Who  do  
we  listen  to?  More  and  more  information  is  coming  our  way:  
bad  information,  misinformation,  and  simply  too  much  
information.    

When  I  started  as  an  entrepreneur,  I  was  completely  

overwhelmed.  I  felt  suffocated  with  a  huge  flood  of  “stuff.”  
The  tools,  courses,  and  services  just  added  to  my  confusion.    
 And  they  were  all  the  wrong  tools  because  the  right  tools  (at  
the  right  time)  make  all  the  difference  in  the  world.    

Think  about  trying  to  hack  into  a  bank  safe  with  a  pickax.  
That’s  how  most  of  us  approach  marketing.  If  we  just  have  
the  right  tools  in  place,  things  would  become  100  times  
more  easy  and  elegant,  but  because  we  don't  know  what  
tools  to  use,  we  end  up  spinning  our  wheels,  trying  to  hack  
into  a  safe  without  the  combination.    

DEFINE  YOUR  GOALS:  THE  7-­‐‑FIGURE  ROADMAP  

Let’s  define  where  you  are  in  your  business  and  what  you’re  
trying  to  achieve.  We  first  have  to  identify  point  A.  Where  are  
you  right  now  in  your  business  journey?  Are  you  a  start-­‐up  or  a  
solopreneur?  Are  you  a  small,  growing  business  or  perhaps  a  
large  brand  that  simply  hasn’t  realized  its  online  potential?    

Let’s  decide  how  we  can  be  very  clear  on  exactly  what  you  
should  be  doing  to  grow  your  business  and  more  importantly  
what  you  shouldn’t  be  doing.    

I’ve  created  a  tool  called  the  7-­‐Figure  Revenue  Road  Map.  It  
takes  us  through  the  four  phases  of  business  growth  to  get  from  
low  sales  to  seven  figures  and  beyond.    

Let’s  assess  where  you  are  right  now  and  determine  what  you  
should  be  doing  to  hit  (and  exceed)  your  goals.    

The  first  phase  is  struggling.  You  have  an  idea,  but  maybe  you  
are  frustrated  and  feel  overwhelmed.  You’re  selling  OK,  and  
you’re  trying  to  prove  that  you  can  make  money  doing  so.  You  
have  few  resources  to  invest  and  you’re  spending  a  lot  of  time  
(and  perhaps  working  a  day  job  on  top  of  it  all).  You’re  trying  
very  hard  to  carve  this  idea  into  something  real.  You  certainly  
have  no  leads  coming  in,  so  you’re  at  a  standstill,  and  you’re  
struggling.  Your  sales  are  low  and  unpredictable.    

[Take  action]  You  need  to  prove  your  idea.  You  need  to  sell  and  
validate  market  demand.  You  have  to  use  the  steps  outlined  in  
this  book  to  put  together  a  basic  marketing  funnel.  You  need  to  
see  what  percentage  of  your  audience  wants  your  product  or  
even  decide  if  you  have  the  right  audience.    

You  need  to  test  your  idea.    

The  second  stage  is  surviving.  A  few  leads  may  be  coming  in,  
but  you  face  uncertainty.  You’re  exhausted,  but  you’re  excited  
because  you  see  the  potential.  You  have  some  sales  and  have  
generated  a  few  clients.  You  might  have  even  put  together  a  few  
products  or  service  offerings,  but  still  you’re  only  surviving.  You  
don’t  have  much  room,  and  you  don’t  have  a  large  team  to  help  
you.  You  definitely  can’t  step  out  of  the  business.    

[Take  action]  You  need  to  promote.  You  must  focus  on  putting  
into  place  a  simple  inbound  marketing  funnel  by  using  the  
frameworks  and  tools  we  will  be  covering.    
You  need  to  get  that  together  quickly  because  that’s  the  most  
effective  way  you  can  generate  qualified  leads,  which  is  the  next  
and  third  phase  in  the  pyramid.    

The  third  step  is  thriving.  Once  you  start  getting  leads  and  have  
a  predictable  number  coming  in,  you’re  thriving.  You  may  now  
be  generating  around  $50–$100K  or  more  a  month,  and  you  
have  more  time,  but  you  might  be  restless  because  you’re  not  
scaling  or  growing  your  business  to  its  full  potential.      

[Take  action]  You  need  to  focus  on  processes—building  systems  

and  metrics  so  that  you  can  scale  more  quickly,  step  out  of  the  
equation,  automate,  and  drive  more  traffic  sources  to  your  
business.  You  might  be  getting  business  from  direct  mail,  
AdWords,  or  Facebook  ads,  but  you  need  to  focus  on  really  
getting  your  business  ready  for  rapid  growth.    

The  fourth  step  is  driving:  You’ve  been  at  it  for  a  while  and  are  a  
true  and  accomplished  professional.  You’re  driving  your  
business  and  have  an  on-­‐demand  lead  flow.    

[Take  action]  First,  take  a  breath  (and  a  vacation)  and  then  focus  
on  people.  Your  main  goal  should  be  building  a  world-­‐class  team  
so  that  you  can  develop  partnerships,  scale  your  business,  
and/or  build  a  franchise.  But  most  of  you  are  either  struggling  or  
only  surviving.  To  advance,  you  need  to  put  together  a  simple  
marketing  funnel.    

Next,  you  need  to  identify  point  B  and  within  90  days.  What  
systems  would  you  need  to  have  in  place,  and  what  would  your  
sales  look  like?    

 
TURN  OFF  THE  NOISE:  GO  ON  AN  
INFORMATION  DIET  
The  second  core  reason  why  small-­‐business  owners  fail  at  
marketing  is  because  of  information  overload.  Most  of  us  
approach  marketing  like  drinking  from  a  fire  hose.  We’re  
consuming  blogs,  podcasts,  courses,  books,  tools,  software,  
listening  to  gurus,  going  to  seminars,  and  all  we’re  doing  is  just  
collecting  more  and  more  information  that  only  adds  to  our  
anxiety  and  frustration.      

This  is  exactly  what  happened  to  me.  I  spent  the  first  two  and  
half  years  as  a  business  owner  completely  overwhelmed.  In  fact,  
when  I  quit  my  day  job  (the  first  time),  I  set  off  to  become  a  
successful  entrepreneur,  but  I  failed  miserably.  I  had  to  get  
another  day  job  and  drive  almost  four  hours  a  day  to  and  from  
work  while  working  in  a  position  I  hated  and  only  helping  build  
someone  else’s  dream.  I  simply  couldn’t  determine  what  I  
needed  to  do  because  I  had  consumed  so  much  information  and  
tried  too  many  things  at  once.  I  became  a  “jack  of  all  trades,  
master  of  none”  so  to  speak.    

You  need  to  shut  off  the  fire  hose  and  go  from  drinking  too  
much  bad  information  and  misinformation  to  doing  the  right  
steps  and  in  the  right  order.  Use  the  limited  amount  of  time  and  
money  you  have  and  spend  it  putting  into  place  the  simple  
things  that  are  going  to  make  all  the  difference  in  the  world.  
Instead  of  dabbling  in  social  media,  blogging,  Facebook  ads,  and  
SEO,  you  need  to  focus  on  an  overall  strategy  that’s  been  proven  
to  work.    

An  important  concept  in  this  regard  is  something  I  call  “ The  

Climb.”  If  you  want  to  go  from  point  A  to  point  B  and  really  
exceed  your  business  goals,  you  first  need  to  empty  your  pack.    
The  last  thing  you  need  to  do  during  a  rapid  ascent  is  to  fill  your  
backpack  with  things  you  don’t  need.  You  have  to  stop  
multitasking  and  subjecting  yourself  to  information  overload  
and  adopt  the  right  mind-­‐set.      

You  have  to  shift  the  way  you  look  at  growing  your  business  to  a  
much  simpler  model.  You  need  to  stop  digging,  consuming,  and  
spending  time  and  money  on  things  that  don’t  work  or  that  you  
don’t  need  to  be  doing  right  now.  You  need  to  go  on  an  
information  diet.    

Such  action  means  committing  yourself  to  turning  off  all  the  
noise  for  90  days  and  just  focusing  on  building  the  right  things  
we  will  cover  in  this  book.    

From  real  life  experience,  I  know  that  your  results  will  be  
transformational,  but  you  have  to  trim  the  fat.  And  trust  me,  
doing  this  actually  feels  pretty  good.  It  will  be  the  easiest  diet  
you’ve  ever  tried.    

Once  you’ve  cleared  your  mind,  set  clear  goals,  emptied  your  
pack,  and  gone  on  an  information  diet,  you’re  ready  to  avoid  the  
third  reason  why  small-­‐business  owners  struggle  and  fail  at  
marketing:  lack  of  a  framework.    

FORGET  TECHY:  STAY  SIMPLE    

You’re  probably  wondering,  “Well,  Aaron,  what  is  a  

framework?”  A  framework  is  simply  a  basic  structure  or  system  
for  accomplishing  something.      

Think  about  it.  I  drop  you  off  at  a  junkyard  and  say,  “Hey,  do  me  
a  favor.  Go  pick  up  all  the  pieces  required  to  make  a  running  car,  
put  them  together,  and  drive  that  vehicle  out  of  there.”    
Would  you  be  able  to  do  that?    

Without  a  framework,  probably  not.    

That’s  why  failing  at  online  marketing  is  not  your  fault.  There’s  
literally  no  route  to  follow  to  grow  your  business.  Most  career  
paths  have  a  framework.    

Whether  you’re  aspiring  to  be  a  doctor,  dentist,  lawyer,  personal  

trainer,  short-­‐order  cook,  kung  fu  master,  or  solider,  you  have  a  
specific  curriculum  or  training  to  follow.  You  go  to  school,  get  
certified,  perhaps  complete  an  internship,  and  then  go  about  
your  way  in  that  profession.  Mission  accomplished.  Everybody  
else  has  a  framework  except  you,  the  entrepreneur.  

You’re  literally  on  an  island  trying  to  figure  out  everything,  and  
the  truth  is  it  could  take  10  times  longer  than  it  ever  should  for  
you  to  get  there.    

This  is  why  most  business  owners  fail.    

So  here’s  what  you  need  to  know:  you  lack  a  clear  structure.  
When  you  follow  a  framework,  it  provides  a  straight  line  from  
point  A  to  point  B.    

Remember  when  I  brought  up  the  analogy  of  trying  to  hack  into  
a  bank  safe  with  a  pickax  and  having  the  wrong  tools?  If  you  
have  a  framework,  you  just  turn  a  dial  left,  right,  left,  and  
voilà!—that  heavy  door  swings  open.      

That’s  what  a  framework  does.  It  takes  your  marketing  from  a  

disorganized  jigsaw  puzzle  to  a  well-­‐defined  path.  You  need  to  
follow  a  step-­‐by-­‐step  framework.  It’s  like  having  the  
combination  to  that  safe.      
Before  we  move  on  to  the  next  chapter,  I  want  to  encourage  you  
to  really  think  about  and  write  down  what  your  goals  are  based  
on  the  7-­‐Figure  Road  Map.  What  noise  are  you  willing  to  
eliminate  while  you’re  on  your  new  information  diet?  And  are  
you  open  to  the  idea  and  importance  of  implementing  a  
framework  and  a  new  system?  

Now  we’re  going  to  learn  how  to  scale  your  business  predictably  
by  putting  a  proven  sales  funnel  into  place.  No  matter  where  
your  target  market  comes  into  contact  with  you,  we  will  
transform  them  from  strangers  to  buying  customers.    

It’s  a  really  simple  system  that  I’m  excited  to  share  with  you.    

   
 CHAPTER  2.  THE  7  INGREDIENTS  
OF  VIRTUALLY  EVERY  
SUCCESSFUL  SALES  FUNNEL  
 

If  you’ve  ever  wondered  what  successful  online  marketers  and  

business  owners  do  that  maybe  you  don’t,  this  chapter  is  
especially  for  you.  

There  was  a  breakthrough  moment  in  my  entrepreneurial  career  

(after  I  quit  my  day  job  for  the  second  time)  that  changed  
everything.  I  came  to  realize  that  there  was  one  key  insight  
along  my  long  and  stressful  journey.  It’s  a  concept  that  you’re  
probably  familiar  with,  but  I’d  like  you  to  really  let  it  sink  in  
when  applying  it  to  your  business.      

Less  is  more.    

Think  about  it.  LESS  IS  MORE.  I  know  you’ve  heard  this  phrase  
before,  but  have  you  ever  actually  thought  about  applying  it  to  
your  business?  If  so,  have  you  actually  done  it?  Allowing  your  
mind-­‐set  to  shift  to  this  way  of  thinking  will  change  everything.    

I  am  certain  of  this  because  only  by  refining  and  taking  away  
elements  that  didn’t  work  on  my  entrepreneurial  journey  was  I  
able  to  become  aware  of  these  simple  steps  that  I’m  going  to  
walk  you  through.  That’s  how  you  create  a  work  of  art.  You  
don’t  add  clay  or  material.  You  remove  what  doesn’t  work  to  
create  your  masterpiece.  

Steve  Jobs  once  said,  “Simple  can  be  harder  than  complex:  You  
have  to  work  hard  to  get  your  thinking  clean  to  make  it  simple.  
But  it’s  worth  it  in  the  end  because  once  you  get  there,  you  can  
move  mountains.”  

He  couldn’t  be  more  spot  on.  You  can  move  mountains.  

If  you’re  struggling  with  all  the  noise  that’s  floating  around  the  
web  related  to  marketing,  you’re  going  to  find  this  concept  to  be  
extremely  liberating,  almost  soothing.    

We’re  going  to  use  an  important  concept  called  the  Rule  of  Ones  
to  map  out  your  strategy.  This  strategy  consists  of  7  steps  that  I  
would  like  you  to  commit  to  doing  one  at  a  time  (in  order).  It’s  
important  that  each  one  of  these  is  in  place  before  doing  
anything  else  to  grow  your  business    

These  are  proven  methods.  The  strategy  I’m  going  to  cover  isn’t  
based  on  theory.  It’s  based  on  18  years  of  experience  (and  a  lot  
of  struggle)  in  helping  myself  and  thousands  of  other  small-­‐
business  owners.  It’s  based  on  publishing  a  best-­‐selling  book  
and  growing  numerous  multimillion  dollar  companies  in  Silicon  
Valley.  It’s  based  on  starting  my  own  agency  and  serving  
businesses  with  content  marketing,  SEO,  and  web  design.    

I’ve  been  through  the  ringer  and  learned  the  hard  way—less  is  
more  works.    

Now,  let’s  move  some  mountains.    

THE  7  KEY  INGREDIENTS  OF  

VIRTUALLY  EVERY  SUCCESSFUL  
MARKETING  FUNNEL    
1.   ONE  AVATAR  
You  might  be  thinking,  “Are  you  talking  about  that  movie  
with  all  the  weird  blue  people?”  No,  (but  that  was  a  good  
movie).    

Your  avatar  is  the  profile  of  your  most  ideal  client.    

If  your  most  perfect  client  walked  through  the  door  right  

now,  who  would  it  be?  It’s  your  mission  to  define  your  most  
ideal  client  as  in  depth  as  you  can.  What  are  they  thinking?  

What  are  their  favorite  hobbies  and  interests?  What  keeps  

them  up  at  night?  What  are  their  biggest  concerns,  doubts,  
and  fears?    

While  your  business  might  serve  various  avatars,  your  

strategy  in  becoming  successful  or  more  successful  will  
unequivocally  start  around  one  avatar  at  a  time.  You  must  
start  with  one.  Remember  that  less  is  more.    

Once  you  prove  your  first  avatar  to  be  successful,  you  can  
add  as  many  as  you’d  like  (one  at  a  time).  Focusing  on  a  
single  avatar  at  a  time  will  take  you  from  anonymous,  bland,  
and  unmemorable  to  the  familiar,  trustworthy,  and  
extraordinary  within  your  ideal  target  market.    

When  your  audience  sees  your  messaging,  they  will  realize  

that  “Hey,  that’s  me.  You  know  me.  You  understand  me.  
You’re  speaking  right  to  me.”  When  you  don’t  have  a  
defined  avatar,  you’re  searching  around  in  the  dark.  You’re  
fumbling  with  ads  and  messaging,  just  hoping  for  a  
response.  This  strategy  (or  lack  of)  is  a  waste  of  time  and  
money.  

It’s  about  knowing  your  avatar  better  than  they  know  

themselves.  When  you  can  articulate  their  wants,  
aspirations,  frustrations,  and  fears  better  than  they  can,  the  
rest  of  your  marketing  approach  falls  into  place.  Your  ad  
copy,  landing  pages,  content,  and  everything  else  you  want  
to  create  becomes  systematic  because  you’ve  taken  the  
time  to  define  who  you’re  targeting.    

You  might  be  thinking,  “OK,  how  do  I  do  that,  Aaron?”  Well,  
there  is  a  framework  for  that.  Get  used  to  that  term.  You’re  
going  to  be  repeating  it  in  your  sleep  by  the  time  you  get  
through  this  book  because  it’s  that  important.    

[Avatar  Framework]    

GETTING INTIMATE WITH YOUR AVATAR

MARKET
RECON
Copyright 2014 The Fletcher Method

While this first step may seem commonplace within marketing training programs, few small businesses properly
gain clarity into their “perfect avatar’s” statistics, behaviors and interests. Doing this sets the stage for developing a
powerful message and position within your marketplace.

DEMOGRAPHICS (Who they are) DESCRIBE YOUR AVATAR

๏ Name* ______________________________
๏ Gender ______________________________
๏ Age ______________________________
๏ Location ______________________________
๏ Income ______________________________
๏ Marital status ______________________________

PSYCHOGRAPHICS (What they do)

______________________________
๏ Interests
______________________________
๏ Activities ______________________________
๏ Opinions ______________________________
๏ Behaviors ______________________________
______________________________

The  Avatar  Framework  is  used  to  find  your  client  as  never  
before.  It  sets  the  stage  for  everything  else  you  do  in  terms  
of  marketing.  All  you  need  to  do  is  think  about  this  
fundamental  point:  “What  are  your  client’s  pains  and  
frustrations?”  If  you  haven’t  captured  them,  you  need  to  
take  a  survey  of  your  target  audience.  Don’t  make  
 assumptions.  Really  take  your  time.    

2.   ONE  USP:  UNIQUE  SELLING  PROPOSITION  

Once  you  can  articulate  your  ideal  client’s  pains  and  
frustrations  using  the  Avatar  Framework,  you  have  to  look  at  
their  fears  and  implications.  What’s  going  to  happen  if  they  
don’t  change  what  they’re  doing  now?  Where  are  they  
going  to  end  up?  If  you  offer  a  dating  service  or  a  fitness  
gym,  do  they  fear  being  alone  or  never  getting  into  shape?  
Do  they  want  to  meet  the  love  of  their  life  so  that  they  can  
start  a  family?  Do  they  want  to  lose  20  pounds  so  that  they  
can  have  more  energy  or  cure  an  illness?  Those  are  their  
dreams  and  aspirations.  Where  do  they  really  want  to  go?  
What  is  the  greater  transformation  you  offer  them?    

How  will  you  take  your  client  from  their  biggest  pain  to  what  
they  want,  need,  and  desire?  Your  USP  (Unique  Selling  
Proposition)  is  how  you  promise  to  take  them  from  where  
they  are  now  to  where  they  want  to  go.    

Once  you  do  that  and  have  a  clear  message  or  promise,  it  
takes  your  marketing  from  invisible  (where  all  your  
messaging  just  blends  in  with  everything  else)  to  prominent.  
It’s  about  eliminating  buying  resistance.  You  want  to  make  
your  offer  something  they  must  want.  Once  you  clearly  
communicate  your  promise,  your  avatar  will  immediately  
feel  that  they  absolutely  have  to  take  advantage  of  it.  They  
will  feel  that  you’re  speaking  directly  to  them  and  offering  a  
clear  solution  to  their  problem.    

   
[USP:  Unique  Selling  Proposition  Framework]    

YOUR CLIENT TRANSFORMATION CREDO

PERFECT
OFFER
Copyright 2014 The Fletcher Method

In this step, we need to get specific and narrow down to your Avatar’s strongest frustration, goal and desire. This
will be the basis of your “Transformation Credo” that will act as the core of your marketing message.

What’s your clients’ biggest pain or frustration?

What’s your clients’ biggest goal or desire?

What’s your clients’ greatest dream or aspiration?

YOUR CLIENT TRANSFORMATION CREDO

“I help_____________________________acheive/do_____________________________,so

they can _____________________without____________________.”

This  framework  will  become  one  of  the  most  valuable  assets  
you’ll  ever  create.  It  will  transform  your  ads,  headlines,  
landing  pages,  copy,  and  everything  in  between.  What’s  
your  client’s  biggest  pain  or  frustration?  Think  about  it.  If  
you’ve  listed  their  frustrations,  what’s  their  number  one  
problem  that  stands  out?  For  pizza,  it  might  be  time.  So,  
Dominos  started  advertising  their  pizza  delivery  in  “30  
minutes  or  less.”  FedEx  is  also  time.  When  customers  
absolutely,  positively  needed  to  ship  overnight,  FedEx  
launched  “next-­‐day  delivery,  guaranteed.”    

So  who’s  your  avatar?  Now  what’s  their  biggest  goal  or  

desire?  And  finally,  what’s  the  biggest  pain  you  solve  for  
them?  Time?  Weight  loss?  Peace  of  mind?  When  you  can  
put  those  answers  together,  you’ve  created  your  USP.  I  help  
my  client  [avatar]  so  that  they  can  get  [what  they  want]  
 without  [pain].  

Here’s  an  example:  “I  help  busy  attorneys  [avatar]  lose  20  
pounds  within  90  days  so  that  they  can  live  healthier,  
happier,  and  more  fulfilled  lives  [what  they  want]  without  
spending  a  lot  of  time  or  money  in  a  gym  [pain].”    

3.   ONE  SIGNATURE  SYSTEM    

Now  let’s  focus  on  one  system—something  you  don’t  hear  
enough  about  in  marketing  or  business  circles.  Your  
signature  system  is  how  well  you  can  articulate  your  ability  
and  unique  process  in  taking  your  client  from  their  biggest  
pain  to  their  biggest  goal  and/or  desire.  It  doesn’t  matter  if  
you’re  a  doctor,  lawyer,  dentist,  or  a  software  company.  This  
can  be  applied  to  any  business.    

If  you’re  at  a  cocktail  party  and  someone  asks,  “What’s  your  

business?”  and  you  reply,  “I’m  a  bankruptcy  lawyer,”  that’s  
not  a  process,  and  it’s  not  unique.  If  you  were  talking  to  a  
prospective  client,  it  wouldn’t  give  them  confidence.  It’s  
actually  quite  boring.    

You  have  to  switch  from  that  commonplace  way  of  looking  
at  your  business  to  a  unique  perspective  to  truly  stand  out.  
Trust  me.  It  makes  all  the  difference.  If  you  think  about  it,  all  
your  clients  really  want  to  know  is  that  you  have  a  clear  path  
or  framework  for  helping  them  be  successful.  It’s  that  
simple.  This  is  a  million-­‐dollar  concept,  so  it’s  worth  doing  
well.    

   
[Signature  System  Framework]    

YOUR UNIQUE CLIENT TRANSFORMATION FRAMEWORK PERFECT

Copyright 2014 The Fletcher Method
OFFER
It’s time to define your unique “client transformation framework”. This will provide significant competitive
advantages and market distinction, as your clients will take great comfort in your unique ability to communicate
and deliver the result they’re looking for. This is the opposite of commoditization, making you a “market of one!”

Your Unique Delivery Framework is Called: __________________________________________________

FRUSTRATIONS DESIRES

A B

STEPS/
MILESTONES

GOALS

FRUSTRATIONS

TRANSFORMATION

UNIQUE NAME

Consider  the  popular  book  The  Seven  Habits  of  Highly  

Successful  People.  If  that  book  had  a  different  title,  such  as  
How  to  Get  Stuff  Done,  it  wouldn’t  have  been  so  important  
to  so  many  people.    

Try  this—simply  try  to  articulate  your  client’s  biggest  

frustration,  what  their  desires  are,  and  what  steps  you  need  
to  take  to  achieve  want  they  want  to  do.  For  example,  if  I  
help  people  get  into  shape,  instead  of  saying,  “I’m  a  
personal  trainer,”  I  might  say,  “I  help  busy  moms  get  
swimsuit  ready  with  a  10-­‐day  nutrition  and  exercise  
routine.”  

See  how  that  works?  

Again,  this  approach  can  be  applied  to  any  type  of  business.  
 You  must  do  it.  Simply  articulate  how  you  can  help  get  from  
point  A  to  point  B.  Spend  some  time  reflecting  on  this  
technique,  as  you  will  be  using  it  every  day  (cocktail  parties  
included).    

4.   ONE  PERFECT  OFFER    

Next  you  have  to  articulate  and  put  together  one  offer,  
which  is  the  last  foundational  piece  in  your  marketing  game  
plan.  Most  businesses  want  to  start  discussing  traffic,  leads,  
and  funnels  right  away,  but  all  this  doesn’t  matter  if  you  
don’t  have  a  solid  foundation  in  place  yet.  You’re  building  a  
house  out  of  straw  hoping  for  great  success,  but  eventually  
you’ll  fail.  Make  sure  your  foundation  is  concrete.  Craft  an  
offer  that  gives  your  clients  an  attractive,  low-­‐risk  way  of  
doing  business  with  you  and  then  follow  with  a  series  of  
higher,  more  lucrative  offers.  You  want  to  create  a  buyer  first  
before  you  hit  them  with  your  most  expensive  offer.    

Creating  a  perfect  offer  will  eliminate  the  stress  of  not  

knowing  where  your  next  client  is  coming  from.  Once  you  
have  this  offer  in  place,  you  will  be  able  to  vet  your  clients  
and  take  only  those  that  are  a  good  fit  with  high  profit  
margins,  allowing  you  to  create  a  predicable  stream  of  
recurring  income  and  work  on  greater  things  and  create  
exponential  changes.    

   
[Product  Ladder  Framework]    

We  want  to  take  yourself  out  of  the  equation  so  that  you  
don’t  have  to  be  one-­‐on-­‐one  with  your  clients.  First,  we  
need  to  start  by  mapping  out  what  you’re  giving  your  clients  
for  free  and  then  how  you  nurture  them  to  become  a  paying  
client  with  your  low-­‐end  product,  your  mid-­‐level  product,  
and  your  high-­‐end  product.    

In  the  book  80/20  Sales  and  Marketing,  the  author,  Perry  

Marshall,  mentions  Pareto’s  principle  “One  of  the  fastest  
ways  to  increase  sales  is  just  to  offer  a  product  that’s  twice  
as  much  because  5%  of  your  clients  will  buy  it,  invariably  
without  question.  It’s  just  the  law  of  nature  and  economics.”    

Can  you  use  your  knowledge  and  market  it  to  people  in  a  
one-­‐to-­‐many  format?  Can  you  publish  a  membership  site  so  
that  you’re  not  working  with  clients  face-­‐to-­‐face?  Can  
clients  do  business  with  you  on  a  national  or  global  level?  
 Can  you  remove  yourself  from  the  equation  and  create  
recurring  revenue  instead  of  charging  your  valuable  time  for  
dollars?    

Let’s  go  through  an  example.  Let’s  say  I’m  a  dentist  and  my  
low  end  offer  is  teeth  whitening.  Based  on  our  ultimate  lead  
magnet,  our  goal  is  to  create  a  paying  client  that  wishes  to  
get  their  pearly  whites  even  whiter.  We  want  to  get  them  in  
the  door  and  become  committed  to  us.  Once  we  do  that,  we  
notice  their  teeth  are  a  bit  crooked  and  knowing  that  
they’re  already  concerned  with  the  appearance  of  their  
teeth,  we  might  offer  them  Invisalign.  Perhaps  down  the  
line,  we  offer  them  veneers  as  our  high-­‐end  product.    

Do  you  see  what  we  did  here?  We  simply  created  a  buying  
customer  and  turned  them  into  a  high-­‐paying  client.  How  do  
we  get  them  in  the  door  in  the  first  place?    

5.   ONE  ULTIMATE  LEAD  MAGNET  

Your  secret  weapon—your  single  piece  of  educational  
content  that  converts  strangers  into  subscribers.      

It  has  to  be  an  attractive  and  easy-­‐to-­‐consume  offer  that  

takes  your  marketing  from  repulsive  (sales  pitches  in  
disguise)  to  unique,  helpful,  and  educational.  People  are  
numb  and  tired  of  seeing  the  same  old  offers,  such  as  “free  
consultation,”  “come  for  a  visit,”  “free  book  or  white  paper.”  
These  techniques  are  painful  to  read  and  more  often  than  
not  ignored.    

Your  lead  magnet  has  to  be  a  specifically  engineered,  free  

deliverable,  not  just  something  you  randomly  offer  that’s  
hard  to  consume.    
 If  you  do  this  right,  you’ll  get  subscribers  every  day  who  
want  more  than  just  your  free  content.  They  will  want  to  
buy  your  products  and  services.  How  do  you  do  that?  Easy.  
You  use  a  lead  magnet  impact  matrix.  What  you  need  to  do  
is  create  a  lead  magnet  that’s  highly  desirable  and  
educational,  meaning  that  people  really  want  it  (and  they  
don’t  have  to  lock  themselves  away  to  read  a  400-­‐page  
novel  to  try  to  understand  your  proposition).    

You  have  to  solve  one  of  their  problems  completely  and  
then  pave  the  way  for  the  greater  framework  you  offer.  How  
do  you  take  your  clients  from  point  A  to  point  B,  and  how  
well  do  you  do  it?    

For  your  lead  magnet,  you  want  to  solve  one  problem  
completely  with  something  really  easy,  for  example,  a  cheat  
sheet  or  a  template,  and  you  want  to  make  it  easy  to  
download.  Once  they’ve  given  you  their  email  and  
downloaded  your  awesome  content,  you  then  send  them  to  
a  “thank  you”  page.    

Here  you  educate  them  and  help  them  understand  the  

greater  opportunity  you  offer.    

   
[Lead  Magnet  Framework]    

CREATE YOUR ULTIMATE LEAD MAGNET

ULTIMATE
Copyright 2014 The Fletcher Method
LEAD MAGNET
The key with your Lead Magnet is to quickly convey the promise of delivering your clients from their pain
(Point A) to desired outcome (Point B). Success here lies in specificity: speaking to one avatar with one
promise to one problem in a specific timeframe.

List 3 title ideas for your Ultimate Lead Magnet:

The [Avatar’s] New Guide! ___________________________________________________

to [Specific Result]!
Without [Stuff They Hate] ___________________________________________________

★ Framework milestone 1 transformation ___________________________________________________

★ Framework milestone 2 transformation
★ Framework milestone 3 transformation
★ Framework milestone 4 transformation
List your 3 promise statements:

___________________________________________________
“I got this quickly without that!”
- Jane Avatar
___________________________________________________

___________________________________________________

Your  lead  magnet  must  solve  one  problem.  Remember  that  

you’re  extracting  this  problem  from  your  transformation  
framework  and  easily  solving  it  for  them.  For  example:  
“Here’s  how  you  lose  your  first  five  pounds,”  “Here’s  your  
gluten-­‐free  shopping  list  essentials,”  “Here’s  your  high-­‐
converting  website  checklist,”  “Here’s  a  toolkit  on  puppy  
potty  training.”  Just  solve  one  problem.    

You  need  to  position  yourself  as  an  expert.  After  they  go  
with  you,  you  need  to  introduce  yourself,  talk  them  through  
your  lead  magnet,  and  stretch  the  pain  gap.  You  need  to  
show  them  that  this  problem  is  only  one  piece  of  a  greater  
map  and  they  need  your  help  to  be  successful.    

Remember  to  make  your  lead  magnet  straightforward  and  

easy  to  download.  Pick  a  medium  that’s  not  hard  to  read  
 and  that  can  fit  to  one  page,  e.g.,  a  toolkit,  cheat  sheet,  top  
10  list.  Peak  curiosity,  solve  one  problem  completely,  and  
then  stretch  the  pain  gap.    

Show  them  that  there’s  a  greater  path  to  follow,  and  you’re  
the  expert  to  lead  them.    

6.   ONE  SALES  FUNNEL    

Let’s  put  the  fun  into  funnels.  Your  sales  funnel  is  simply  the  
steps  you  use  to  turn  strangers  into  prospects  and  paying  
customers.    

Every  business  has  a  funnel  whether  you  realize  it  or  not.  
Most  small  businesses  don’t  have  a  working  funnel  in  place.  
Most  of  them  are  insufficient  and  losing  money.    

I’m  going  to  show  you  a  simple  way  to  launch  a  successful  
sales  funnel,  transforming  your  marketing  from  a  leaky  
bucket  to  a  lead-­‐generating  machine.    

Right  now  you  most  likely  have  a  leaky  bucket.  You’re  

leaking  leads  by  focusing  your  attention  on  the  wrong  things  
(e.g.,  your  website,  Facebook  ads,  email  marketing)  when  
you  first  need  to  design  a  watertight  sales  funnel.  Not  one  
potential  customer  or  client  will  get  left  behind.  Nobody  will  
slip  through  the  cracks  of  your  faulty  funnel  again.  Not  to  
mention  that  having  a  watertight  funnel  will  make  every  
dollar  you  spend  on  advertising  go  10x  further,  and  nearly  
your  entire  lead  generation  process  will  be  put  on  
autopilot—leads  while  you  sleep  and  vacation  with  family!    

   
[Swim  Lane  Sales  Funnel]    

THE SWIM LANES SALES FUNNEL

Copyright 2015 The Fletcher Method

This proven funnel schematic leverages the 5 “swim lanes” or communication modes to drive prospects through your
funnel with more efficiency and velocity. This approach ensures that your prospects get exposed to the right message in
the right place at the right time. This system is simple to comprehend and launch quickly.
N IM
LA SW
ES

PARACHUTES
5

ADS AD 1 AD 2 AD 3 AD 4 AD 5 AD 6

EMAIL

PAGES

LEAD
THANK YOU PAGE VIDEO 1 VIDEO 2 VIDEO 3 APPLICATION ORDER FORM
MAGNET

OUTREACH

OFFLINE

The  great  thing  about  this  framework  is  that  it  allows  you  to  
view  your  entire  marketing  strategy  on  one  page.  Your  goal  
is  to  put  into  place  five  “swim  lanes”  or  methods  you  can  
use  to  drive  people  to  the  next  step  in  your  funnel.    

We  want  to  walk  your  subscribers  through  your  funnel  step-­‐

by-­‐step.  What  are  the  beginning  and  end  goals?  Perhaps  
you  want  your  qualified  subscribers  to  opt  in  to  a  lead  
magnet  or  go  to  a  “thank  you”  page  where  they  learn  about  
a  webinar  you’re  hosting,  and  eventually  they  see  an  offer.  
From  the  time  they  opt  in  to  your  lead  magnet  to  the  time  
you  present  them  with  an  offer,  you  are  utilizing  email,  
retargeting  ads,  offline  marketing,  and/or  good  old-­‐
fashioned  phone  calls  to  drive  prospects  to  the  next  step  in  
the  funnel.    

Again,  most  of  this  can  be  automated.  When  you  do  this  
 right,  your  client  acquisition  becomes  based  purely  on  
numbers.  The  number  of  subscribers  you  send  through  your  
funnel  will  equal  x  number  of  clients.  No  more  of  this  
guessing  game.    

This  step  is  vital  to  the  success  of  your  business  (and,  
ironically,  the  one  thing  that  most  businesses  are  doing  
wrong).  

7.   ONE  TRAFFIC  SOURCE  

Instead  of  spraying  and  praying,  i.e.,  spending  money  on  
blogging,  directories,  ads,  and  just  hoping  for  the  best,  you  
have  to  define  one  source  that  you’re  going  to  use  to  drive  
traffic  through  your  funnel  to  get  a  positive  ROI.    

Your  goal  is  to  transform  your  advertising  from  a  slot  

machine  (where  you’re  spending  money  left  and  right,  not  
knowing  what’s  going  to  work,  running  many  ad  campaigns,  
and  hoping  for  the  best)  to  an  ATM  machine.  You  need  to  
know  that  every  dollar  you  spend  on  marketing  will  yield  a  
consistent  ROI,  which  is  the  only  way  to  scale  your  business  
quickly  without  risk.  Once  you  prove  that  your  one  traffic  
source  works,  you  can  pursue  other  platforms.  If  you  want  
to  focus  on  direct  mail,  Facebook,  and  Google,  great.  Do  the  
first  one  that  makes  sense  for  your  business,  get  an  ROI,  and  
then  move  on  to  the  next.  One  at  a  time.  Below  are  a  few  
examples  of  different  traffic  sources  you  can  focus  on.    

   
 [Facebook  Advertising  Framework]    

FACEBOOK ADVERTISING FRAMEWORK TRAFFIC

Copyright 2014 The Fletcher Method
ON DEMAND
Facebook advertising could be the single most powerful key to doubling your volume of new leads and sales. If
you’re not currently using this powerful platform, or not doing so to it’s full potential, this 8-step Facebook
Advertising Framework will get you up and running in no time, flat!

ESTABLISH YOUR BRAND JOIN THE DISCUSSION DEFINE YOUR AUDIENCE CAMPAIGN STRUCTURE
! ! !
! !
๏ Select a page type ๏ Remember your Avatar! ๏ Campaign: main goal
๏ Find groups and pages ๏ Target by location, interests, (register for webinar)
๏ Use consistent branding ๏ Use Graph Search
๏ Reach: relevant keywords
pages liked, income, ๏ Ad set: audience & pricing
๏ Like and share others’ stuff behaviors, groups (Consultants in LA 40+)
๏ Engage: focus on the avatar ๏ Syndicate your content over
๏ Convert: strong CTA ๏ Create saved target ๏ Ads: placements and
and over! audiences creative (newsfeed, image of
! ! ๏ Import your existing list pond)

ADD TRACKING PIXELS BIDDING STRATEGIES FACEBOOK RETARGETING SCALE YOUR CAMPAIGNS

! ! ! !
๏ Custom audience to track all ๏ Measure ROI for campaigns
๏ 1) Get 1000 likes ๏ Visitors who don’t opt-in
website visitors ๏ Use PowerEditor
๏ 2) Get 100 clicks ๏ Visitors don’t advance
๏ Conversion pixels to track ๏ Split test copy and images
๏ 3) Get 100 conversions through sales process
opt-ins, leads and purchases ๏ Create lookalike audiences
๏ Use lookalike audiences to ๏ Cart abandoners
๏ Simply paste on “thank you” ๏ Rotate ads once fatigued
pages
target more users ๏ Existing clients! !
! ! ! !

Facebook  is  amazing.  I  have  used  it  to  generate  over  10,000  
leads  in  the  past  12  months  alone.  I’ve  been  generating  
leads  for  under  a  dollar,  in  some  cases  only  30¢  or  60¢.  And  
remember  that  these  are  qualified  leads—people  who  have  
a  pain  that  I  can  solve.    

   
 [Local  SEO  Framework]    

LOCAL SEO FRAMEWORK RANKING

RULEBOOK
Copyright 2014 The Fletcher Method

If you own a local business (meaning clients search for and utilize your services based on “local intent”), you’re
painfully aware of how confusing and frustrating it can be to stay in compliance with Google’s ranking algorithms.
The good news is that solid SEO boils down to 6 core principles found in this Local SEO Framework.

RESEARCH LOCALIZATION ONLINE REVIEWS

๏ Ensure that your of!ce location(s) are ๏ Quantity and quality of reviews
๏ List competitive sites that rank for
within your target market are a major ranking factor
your target keywords
๏ You must have “NAP” (Name, Address, ๏ Implement an active, measured
๏ Use SEM Rush to map keywords and
Phone) consistency on every page of review acquisition strategy
landing pages
your website, and listing across the web ๏ Send “feedback requests” in
๏ Use Soolve, Quora and Ubersuggest
๏ Ensure your site has dedicated landing sequence via email and small mail
for ideas
pages for each core keyword with local
๏ Your Content Roadmap should be
terms in titles and content
your core strategy
SEO METRICS
CONTENT ๏ Google Analytics to
DIRECTORIES measure traf!c and leads
๏ Dedicated landing page for every topic
๏ Start with Google+, Facebook, Yelp & Merchant Circle ๏ CallRail to measure phone
๏ Should be 750-1000 words with FAQ’s
๏ Use MozLocal or Yext to syndicate local listings call conversions
๏ Use strong internal linking structure
๏ List your business across “vertical” directories ๏ Google Webmaster Tools
๏ use blog posts 400+ words for long tail
๏ Find and list on “hyper-local” sites like community for site indexation issues
๏ Optimize content with Yoast SEO plugin
bulletin boards, charities, business networking sites ๏ BrightLocal for search
๏ Use SEO smart links plugin
rankings and citations

For  some  businesses,  if  you  just  have  a  local  brick  and  
mortar,  you  might  want  to  really  utilize  a  local  SEO  
framework  so  that  you  can  have  all  the  optimization  you  
need  to  rank  well  and  get  organic  traffic.  This  approach  
works  great  for  some  businesses.    

   
[Content  Marketing  Framework]    

THE CONTENT MARKETING ROADMAP PUBLISHING

Copyright 2014 The Fletcher Method
POWERHOUSE
Think of your Content Marketing Roadmap as a simple tool for capturing your Avatar’s every question, concern
and topic of interest related to the solution(s) your business provides. Once complete, your Roadmap will serve
as the central hub from which content gets created. If done right, no can defend.

TOPICS/!
PRODUCTS/!
TIMELINE

TARGET
KEYWORDS

HOW TO

FAQ’s

MISTAKES
TO AVOID

TOP 10
LISTS

CASE
STUDIES

REVIEWS

CURATED
NEWS
BEST OF

For  others,  it’s  content  marketing.  You  might  want  to  know  
how  to  create  a  content  roadmap  so  that  every  blog,  topic,  
or  video  you  create  follows  a  proven  template.  Once  you  
publish  this  content  on  your  website,  you  can  spread  the  
word  and  syndicate  to  different  social  media  channels.    

Let’s  recap:    

Who’s  going  to  be  your  avatar?  What  will  be  your  core  
promise?  How  are  you  going  to  get  your  clients  from  point  A  
to  point  B  without  pain?  If  you  don’t  know  all  the  answers  
yet,  that’s  fine.  Just  use  jot  down  what  you’re  thinking  and  
keep  the  momentum  going.  You’ve  already  won  if  you’re  
willing  to  stop  your  old  way  of  thinking  regarding  marketing,  
and  you’ll  be  light  years  ahead  of  your  competition  if  you  
start  implementing  these  7  steps  correctly.    
 CHAPTER  3:  SWIM  LANES  SALES  
FUNNEL  
 

In  general,  a  sales  funnel  represents  the  very  simple  steps  that  

your  business  orchestrates  to  drive  your  target  audience  from  
strangers  to  customers.  The  number  of  phases  or  steps  may  vary  
based  on  your  business,  but  the  end  goal  is  the  same.  You  need  
to  have  them  select  something  for  free  and  nurture  them  to  
either  a  webinar,  workshop,  or  free  strategy  call  and  then  
encourage  them  to  buy  one  of  your  products  or  services.  Voilà!  
That’s  it.    

Again,  most  small-­‐business  owners  struggle  because  they  don’t  

have  all  the  pieces  in  place,  and  they’re  frustrated.    

They’re  either  trying  to  outsource  their  funnel,  or  they  just  don’t  
know  how  to  construct  it  effectively.  They’re  overwhelmed  and  
see  this  process  as  much  too  complicated.  They  continue  to  
consume  more  information  and  try  to  add  to  it  instead  of  taking  
something  away,  for  example,  what  should  I  build?  What  really  
works?  What  tools  to  use?  Do  I  use  lead  pages  or  click  funnels?  
And  other  issues,  too—How  to  format  the  content  itself?  What  
to  say  in  the  content?  When  to  send  the  content?  What  do  I  title  
my  content?  

The  result  of  all  this  noise  is  a  leaky  bucket.    

You  put  together  a  funnel,  and  it  doesn’t  work  properly  because  
it’s  taped  together.  It’s  leaking  and  killing  your  business.    

Even  worse,  many  business  owners  try  to  outsource  their  

funnels  because  they  see  it  as  too  complicated  or  because  they  
don’t  have  the  time.  Don’t  do  this.  Never,  ever.  You  must  make  
time.  You  must  be  the  architect  of  your  own  destiny,  which  
holds  true  for  life  and  business.  You  have  to  drive  your  strategy.  
Don’t  get  me  wrong.  I  love  outsourcing,  but  I  outsource  tasks,  
not  strategy.  Think  about  it.  If  you  pay  some  “expert”  a  
handsome  price  for  a  “done  for  you  funnel,”  don’t  be  surprised  
if  you  don’t  achieve  the  results  you’re  seeking.  The  reason  is  
simple.  The  content,  execution,  excitement,  heart,  promise,  and  
motivation  will  be  lacking.  It’s  not  genuine,  and  your  audience  
can  easily  sense  it.  Don’t  waste  your  money.    

But  you  can  build  a  simple  funnel  that  requires  only  a  few  steps  
and  will  change  your  business.    

What  does  Swim  Lane  Sales  Funnel  mean?    

Imagine  an  Olympic-­‐size  swimming  pool  with  ropes  dividing  the  

lanes  for  the  swimmers.  These  lanes  provide  each  swimmer  
with  a  clear  path  from  point  A  to  point  B.  Your  new  marketing  
strategy  is  based  on  the  same  concept.  You  should  be  using  five  
unique  paths  or  “lanes”  to  move  your  prospects  to  the  next  step  
(or  lane)  of  your  funnel,  from  where  they  enter  your  world  
(point  A)  to  where  they  will  eventually  end  up  (point  B).    

As  I’m  writing  this  book,  I  have  leads  coming  in,  people  clicking  
on  ads,  going  through  my  courses,  and  buying  my  products.    

Most  importantly,  this  process  qualifies  and  sorts  out  the  people    

that  are  not  a  good  fit  for  my  business.  Think  about  that.  You’ll  
need  a  little  elbow  grease  up  front,  but  then  it’s  fully  automated  
and  works  for  you.    

You  can  generate  clients  on  demand.  Think  about  the  power  of  
turning  up  your  leads  at  will.  Imagine  saying,  “ Yes,  I  want  some  
more  leads  this  month.  Let’s  just  crank  up  the  ads.”  With  an  
effective  funnel,  you  can  do  this  confidently  because  you  know  
that  your  funnel  produces  x  number  of  customers  based  on  x  
number  of  leads.    

Let’s  examine  the  exact  steps  that  I  use  to  build  this  funnel—the  
exact  ads,  the  lead  magnets,  the  landing  pages.  I’m  going  to  
show  you  everything  I  did  so  that  you  can  use  the  same  model.    

I’m  holding  nothing  back  here.  

I  have  to  state  that  I  can’t  guarantee  these  results  for  you.  You  
actually  have  to  do  the  work  and  put  in  the  time.  As  simple  as  
the  framework  might  be,  there  are  no  shortcuts.      

After  you  have  your  concrete  foundation  in  place  (the  first  four  
of  the  seven  steps:  avatar,  USP,  signature  system,  and  perfect  
offer)  and  your  lead  magnet  thought  out,  we  can  move  on  to  
creating  .  .  .  

THE  5  SWIM  LANES  

1.   LANDING  PAGES  
Landing  pages  are  a  series  of  actual  webpages,  with  a  single  
call  to  action.  Your  funnel  will  consist  of  these  landing  pages  
and  should  mirror  your  sales  process.  Before  you  create  
your  landing  pages,  it’s  important  to  ask  yourself  the  
following  question:  “What  actions  do  I  want  my  prospective  
clients  to  take  before  they  buy  my  time  or  services?”    

Perhaps  they  initially  choose  your  lead  magnet  of  a  free  

guide  or  tool  kit.  Then  you  might  want  them  to  get  on  the  
phone  with  you  or  go  to  a  webinar  and  then  maybe  buy  
something  or  come  into  the  office.  Each  one  of  these  steps  
 should  have  a  separate  landing  page  with  a  single  form  and  
goal  in  mind.  The  page  might  be  an  appointment  
confirmation  page  or  a  video  series,  but  it  should  be  a  
specific  page  for  that  specific  action.    

I  started  to  grow  my  business  by  simply  driving  a  Facebook  

ad  to  an  opt-­‐in  page  offering  a  lead  magnet,  then  I  offered  a  
free  webinar  after  that.    

Facebook  ad:    

After  they  clicked  on  the  ad  and  downloaded  my  lead  
magnet,  I  sent  them  to  a  “thank  you”  page,  where  I  talk  
about  something  along  the  lines  of:  

“Hey,  I’m  glad  you  got  the  lead  magnet.  Let  me  walk  you  
through  it.”    

Doing  this  enables  me  to  build  trust  with  them,  and  then  I  
go  on  to  say  .  .  .    

   
 Thank  you  page:    

 “ There’s  a  bigger  opportunity  here.  Your  website  is  only  a  

small  part  of  the  process.  Sign  up  for  this  free  webinar  and  
I’ll  help  you  get  crystal  clear  on  the  whole  big  picture  and  
change  the  way  you  look  at  your  business.”    

   
Webinar  page:  

After  the  webinar,  the  next  step  in  my  funnel  is  a  free  15-­‐
minute  call  (only  if  they  qualify  based  on  their  monthly  
revenue,  which  I  collected  with  a  field  on  my  lead  magnet  
page).  If  they  qualify  (doing  over  $20k  monthly),  I  give  them  
access  to  my  calendar  to  book  a  brief  call.  The  goal  of  the  
call  is  to  qualify  them  for  my  high-­‐end  mastermind  group  
(because  I  know  they’re  more  advanced  and  can  afford  it).  If  
they  don’t  qualify  (under  $20k  monthly),  I  send  them  to  a  
lower-­‐end  offer  geared  toward  beginners.    

If  you  have  a  consulting  business  or  you’re  a  professional  

service  provider,  don’t  offer  a  free  consultation  right  away  
(and  never  call  it  a  consultation;  call  it  a  triage  or  strategy  
call).  It’s  a  waste  of  your  time  and  money.  Have  baby  steps  
in  place  at  the  top  of  the  funnel  to  weed  out  and  qualify  
 folks.  Also,  your  audience  needs  to  learn  to  trust  you  before  
they  buy  anything  you  offer.    

It’s  usually  a  good  idea  to  date  before  you  get  married,  
right?    

This  process  is  pretty  straightforward—from  a  Facebook  ad  

to  a  cheat  sheet  to  a  free  webinar  to  a  triage  call  or  low-­‐end  
offer.  Weed  out  the  unqualified  folks  and  build  trust  with  
those  who  are  qualified.    

2.   EMAIL  SEQUENCE    
Most  of  you  have  some  kind  of  email  auto  responder.  If  not,  
you  can  start  with  something  simple,  such  as  MailChimp.  
For  more  advanced  folks,  InfusionSoft  might  be  a  better  fit.  
Regardless  of  what  email  software  you  use,  however,  you  
need  to  know  how  to  progress  your  leads  with  good  copy  if  
they  don’t  take  the  next  step  in  your  funnel  on  their  own.    

How  do  you  do  this  effectively?  We  use  a  marketing  

framework  called  the  P5  Copy  Strategy.  This  framework  is  
really  effective  because  only  five  motivating  forces  are  
needed  to  encourage  a  person  to  take  action:  stating  a  
problem,  promise,  proof,  ping,  or  promotion.  

Problem  

You’re  going  to  get  their  attention  by  tapping  into  their  
pain  by  stating  a  problem  or  frustration  that  you  know  
they  have.  What’s  keeping  them  up  at  night?  You  know  
this  because  you’ve  done  your  homework  and  mapped  
out  their  avatar.    

 
Promise  

The  promise  of  how  life  will  be  if  you  get  from  point  A  
to  point  B.  From  stress  and  feeling  overwhelmed  to  
perhaps  balance  and  freedom  (you  need  to  make  a  
disclaimer  here;  you  cannot  guarantee  anything.  Real  
results  will  only  come  from  hard  work  and  
determination.  You  cannot  do  this  for  them).  

Proof    

An  impressive  case  study  of  how  one  client  went  from  

struggling  to  succeeding  by  using  your  product  or  
services.  More  details  the  better.    

Ping    

A  simple  email  asking  a  quick  question.  This  will  

encourage  thought,  a  response,  and  action.  For  
example,  “What’s  your  biggest  frustration?”  “What  are  
you  currently  struggling  with?”  “Where  do  you  want  to  
be  90  days  from  now.”  This  is  also  a  great  way  to  collect  
data  and  understand  what  your  audience  wants  and  
needs  in  more  detail.    

Promotion  

This  email  is  exactly  as  it  sounds.  It’s  a  promotion  you’re  
willing  to  offer,  such  as  a  free  strategy  session,  50%  off  
your  membership  site,  or  2  for  1  if  you  take  action  now.    

Make  sure  that  you  use  each  one  or  a  variation  of  these  
psychological  trigger  emails.  People  respond  to  
different  forces  emotionally.  Some  will  be  more  averse  
to  a  ping  email,  and  others  will  be  more  allured  by  the  
 promise  of  a  better  future.  So  use  all  of  them  to  make  
sure  you’ve  got  everyone  covered.  Having  a  framework  
for  copy  also  kicks  writer’s  block  to  the  curb  (or  at  least  
to  the  sidewalk).    

3.   RETARGETING  ADS  
Retargeting  sounds  like  one  of  those  techy  words  that  
makes  your  brain  want  to  shut  down  and  go  back  to  bed.  It’s  
actually  easy  to  implement,  though,  and  extremely  
powerful.    

Let’s  reflect  for  a  minute.  Our  landing  pages  are  doing  well,  
we’re  nurturing  our  list  with  impressive  email  content,  and  
people  are  moving  through  our  funnel.  Now  comes  the  fun  
part  (which  most  every  business  owner  wants  to  skip  to  
from  the  beginning).    We  get  to  create  some  ads.    

If  you  are  not  familiar  with  retargeting  ads,  they  allow  you  
to  gain  authority  and  even  a  micro  celebrity  status  within  
your  niche  by  portraying  the  perception  that  you’re  
everywhere  on  the  web.    

Have  you  ever  shopped  on  Amazon?  Perhaps  you  viewed  a  

pair  of  shoes  but  decided  not  to  hit  the  “buy  now”  button.  
You’ve  decided  to  think  about  this  purchase  for  a  bit.  While  
contemplating,  you  click  over  to  People.com  to  read  about  
who  wore  it  best  and  whoa!  The  same  shoes  from  Amazon  
are  featured  in  a  sidebar  ad.      

This  is  the  beauty  of  retargeting.  You  simply  place  a  piece  of  
tracking  code  on  your  website;  upload  some  ads  to  
retargeting  software,  such  as  Perfect  Audience  or  AdRoll;  
and  submit  what  ads  you  want  following  certain  people  
 (based  on  what  pages  and  actions  they  were  taking  on  your  
site).    

For  example,  if  somebody  visited  my  webinar  page  but  

decided  not  to  opt  in,  I  will  follow  them  around  the  web  
with  a  webinar  ad  reminding  them  to  sign  up.    

If  Amazon  keeps  following  me  around  the  web  with  an  

image  of  those  shoes,  chances  are  I  will  click  at  some  point  
and  buy  them.    

Powerful!    

Your  ads  are  also  being  placed  on  reputable  sites,  such  as  
Forbes,  The  New  York  Times,  and  The  Drudge  Report.  You  
can’t  beat  that  exposure  because  conversions  are  cheap,  
and  you’re  literally  everywhere.    

4.  PERSONAL  OUTREACH  
In  this  digital  environment,  too  many  Internet  marketing  
gurus  and  small-­‐businesses  owners  place  little  value  on  
good  old-­‐fashioned  customer  service  and  selling.  Smart  
companies,  such  as  Digital  Marketer,  and  marketers,  such  as  
Russell  Brunson,  are  saying,  “Hey,  where  should  I  put  human  
contact?”  And  the  same  should  hold  true  for  you  as  well.    

If  you  know  a  lead  to  your  business  is  worth  $50,  why  
wouldn’t  you  (or  your  team)  touch  base  when  they  register  
for  a  webinar  and  after  they’ve  attended?  A  simple  
introduction  is  sometimes  all  people  need.  Remember  when  
you  used  to  get  handwritten  cards  in  the  mail?  It’s  like  that.  
Stand  out  from  the  mind-­‐numbing  norm  and  make  an  
impression.  Be  genuine  and  attentive  to  their  questions  and  
concerns,  help  them,  share  your  knowledge.  The  time  spent  
 will  be  well  worth  it.      

5.   OFFLINE  MARKETING  
The  focus  these  days  is  on  digital.  If  you  put  a  simple  “thank  
you”  card  or  sales  letter  in  the  mail,  it  really  goes  a  long  way,  
even  with  new  clients.  Send  them  a  book  or  a  workbook  
after  they  sign  up  and  you’ll  leave  a  lasting  impression.    

They’re  happy  and  more  likely  to  refer  you  to  their  friends.  
Letters,  postcards,  and  gifts  are  a  great  way  to  stand  out  and  
gain  attention.    

   
 CHAPTER  4.  M.A.P.S:  
MENTORSHIP,  ACCOUNTABILITY,  
PEER  SUPPORT,  SYSTEMS  
 

Have  you  ever  wondered  why  some  entrepreneurs  make  it  look  
so  easy?  They  seem  so  upbeat.  Through  all  the  challenges  in  the  
entrepreneurial  world,  they  seem  to  find  success  quickly.    

The  reason?    

These  entrepreneurs  have  unlocked  an  important  key  element  

that  most  business  owners  overlook:  understanding  the  
importance  of  placing  themselves  in  a  successful  environment.    

Life  is  much  easier  if  you  place  yourself  in  a  positive  incubator—
the  right  support  and  equipment  provided  for  optimal  growth  
and  success.  Consider  that  plants  require  four  key  elements  to  
grow  to  their  potential:  nutrients,  water,  temperature,  and  light.  
They  require  some  form  and  version  and  ratio  of  these  four  
things.  As  entrepreneurs,  we  also  require  four  key  elements  for  
success.  When  you’re  supported  with  Mentorship,  
Accountability,  Peer  Support,  and  Systems,  your  business  will  
not  just  grow    .  .  .  it  will  unlock  your  greatest  potential.    

Your  business  will  thrive.      

Placing  yourself  in  a  flourishing  environment  will  encourage  you  

to  exceed  your  goals.  Not  only  does  it  help  you  keep  a  positive  
momentum  by  pushing  forward  and  overcoming  obstacles  and  
roadblocks,  but  most  importantly  it  also  helps  you  focus  on  your  
“big  why.”      
I  know  you’ve  probably  heard  that  before.  Your  big  why.  Why  
did  you  get  into  this  particular  business?  Was  it  to  spend  more  
time  with  family,  to  make  a  difference  in  the  world,  to  serve  a  
greater  audience,  to  reach  your  potential,  to  make  an  idea  a  
concrete  reality?  Regardless  of  what  your  why  is,  we  all  have  
one.  Why  did  you  start  your  business?    

You  have  to  get  back  in  touch  with  this  question.  It’s  what  will  
help  you  get  through  the  hard  times.  You  have  to  stay  crystal  
clear  on  your  why,  and  you  have  to  have  a  clear  goal  and  
gameplan  of  how  you’re  going  to  get  there.  “I  need  to  double  my  
sales  and  automate  my  business  in  the  next  90  days  so  that  I  can  
spend  more  uninterrupted  time  with  my  family.”  That  is  why  
you’re  here—to  find  out  what  success  and  happiness  mean  to  
you  and  how  to  quickly  and  successfully  achieve  it.      

Here’s  how  you  do  it.  Here’s  what  it  takes  to  win.    

The  M.A.P.S.  environment.  This  is  a  model  I  created  that  

includes  the  four  central  elements  that  virtually  every  business  
owner  requires  for  growth.    

Every  successful  business  owner  has  some  version  of  each  of  
these  four  elements  in  their  lives.  It  took  far  too  long  for  me  to  
determine  what  these  are,  which  cost  me  a  lot  of  time,  
frustration,  and  money.    

MENTORSHIP    
The  right  mentorship  takes  you  from  spinning  your  wheels  to  
peak  performance.    

Think  about  it.  A  coach,  a  mentor,  or  an  advisor  who’s  gone  
where  you  want  to  go  is  one  of  the  greatest  factors  to  success.  
You  are  receiving  guidance  from  a  trusted  advisor  who’s  been    
there  before.  Someone  who’s  actually  walked  the  walk  and  lived  
to  show  the  way.    

I  can’t  think  of  a  successful  entrepreneur,  athlete,  or  any  

professional  who  hasn’t  taken  advantage  of  some  form  of  
mentorship  to  reach  their  goals  more  quickly.  It’s  what  separates  
amateurs  from  pros.    

ACCOUNTABILITY    
When  famous  poet  Robert  Burns  once  said,  “ The  best  laid  plans  
of  mice  and  men  often  go  awry,”  he  wasn’t  kidding.  You  can  
have  the  best  idea  and  strategy  in  the  world,  but  if  you  can’t  
execute  it,  it’s  just  simply  a  concept.    

If  you  can’t  plug  it  into  the  wall  and  have  electricity  flow  through  
it,  if  it  isn’t  generating  leads,  if  the  ads  aren’t  running,  if  the  
clients  aren’t  calling—it’s  nothing.    

To  make  your  idea  tangible,  you  have  to  start  by  being  
accountable  to  yourself  and  others.  You  have  to  state  the  one  to  
three  things  you  need  to  do  this  week  to  meet  those  deadlines.  
Every  week.  The  right  accountability  helps  keep  you  on  track  and  
your  priorities  straight.  Most  importantly,  it  helps  others  know  
where  you  are  so  that  they  can  help  you  when  you  might  be  
struggling.  

PEER  SUPPORT  
Surrounding  yourself  with  smart,  positive-­‐minded  people  who  
inspire  you  and  support  your  goals  is  critical  for  your  success.  

I  remember  being  terrified  when  I  was  an  EOD  (Explosive  

Ordnance  Disposal)  diver  in  the  Navy.  I  was  a  young  kid,  and  I  
felt  very  alone  and  scared  at  first.  Like  most  19-­‐year-­‐olds,  I    
lacked  confidence,  but  as  soon  as  I  got  to  know  the  caliber  of  my  
peers,  I  prospered.  I  began  to  feel  that  success  was  almost  
guaranteed.    

Jim  Rohn  once  said,  “ You  are  the  average  of  the  five  people  you  
spend  the  most  time  with.”  

It’s  true.  

Peers  who  are  on  the  same  journey  as  you  are  feel  connected  to  
you.  They  don’t  want  anyone  to  get  left  behind.  You  celebrate  
the  wins  together,  pull  each  other  over  the  hurdles,  and  provide  
each  other  with  some  friendly  challenges  and  competition.    

For  these  reasons,  the  right  peer  support  is  critical.    

SYSTEMS    
We’ve  spent  much  of  this  book  covering  the  frameworks  and  
systems  required  for  success.  When  combining  these  with  
coaching,  peer  support,  and  accountability,  the  rest  is  gravy.  It’s  
simply  the  best  way  for  you  to  grow  your  business  and  achieve    

the  lifestyle  you  wanted  to  have  (on  this  crazy  journey)  in  the  
first  place.    

If  you  agree  that  these  four  powerful  elements  will  help  you  
reach  your  goals  and  unlock  your  greatest  possibilities  and  are  
eager  to  know  how  to  tie  it  all  together–  keep  reading.  

   
 CHAPTER  5.  BRINGING  IT  HOME  
 

I  have  a  program  called  The  Fletcher  Method  Community.  This  is  

a  private  membership  created  with  one  goal  in  mind:  to  provide  
you  with  the  perfect  amount  of  Mentorship,  Accountability,  
Peer  Support  and  Systems  required  for  success.      

Let’s  talk  about  how  the  program  works.    

First  off,  I  cannot  stress  enough  that  this  program  requires  no  
background  in  marketing,  web  design,  blogging  or  any  of  that  
technical  stuff.    

It  is  a  start  from  scratch,  paint  by  numbers  approach.  Think  of  it  
as  a  digital  oasis,  designed  to  walk  you  through  the  right  steps,  
in  the  right  order,  without  any  frustration  or  unnecessary  
marketing  noise.  You  show  up,  implement  the  systems  and  
frameworks  provided  and  get  immediate  help  if  needed.    

That’s  how  easy  it  works.    

Let’s  talk  about  how  I  apply  the  M.A.P.S  Environment  to  this  
new  community  site  starting  with  Mentorship.    

MENTORSHIP  
By  now,  you  know  with  certainty  that  you  have  to  have  access  a  
mentor  or  coach  who  has  been  where  you  aim  to  go.    

If  you  believe  I  could  be  the  mentor  for  you  (and  if  not  me,  
please  find  somebody  that  suites  you  best),  The  Fletcher  
Method  Community  provides  direct  access  to  me  through  my  
live  coaching  webinars  and  real  time  support  within  the  
community  forum.    
1.   Live  webinars:  The  live  webinars  (held  biweekly)  are  great  
because  they  not  only  consist  of  detailed  training  but  its  
also  an  opportunity  for  you  to  get  unstuck  if  you’re  having  
trouble  on  something.  Show  up  with  an  issue  or  confusion  
and  leave  feeling  confident  and  clear  on  the  next  step  you  
should  be  taking.  Really  powerful  stuff.      
2.   Real  time  support:  I’m  in  the  community  daily,  answering  
questions  and  adding  feedback.  I  will  personally  examine  
what  you’re  building  and  make  sure  that  you’re  staying  on  
the  right  track.    

ACCOUNTABILITY    
Accountability  in  our  community  is  key.  It's  not  only  
encouraged,  it's  required.  You’re  asked  to  state  what  you're  
currently  working  on  and  what  you're  going  to  launch  each  
week.  You  must  do  your  absolute  best  to  follow  through.    

PEER  SUPPORT    
As  I’ve  emphasized  previously,  success  depends  on  who  you  
surround  yourself  with.    

Seek  to  surround  yourself  with  people  that  are  creative,  

positive-­‐minded,  innovative  and  who  share  the  same  
entrepreneurial  desires  as  you.    

The  caliber  of  people  who  are  part  of  The  Fletcher  Method  
Community  have  absolutely  blown  me  away.  Their  level  of  
engagement,  ability  to  implement  and  commitment  to  helping  
others  has  been  second  to  none.  They’re  like  a  positive  tribe,  a  
family,  who  are  moving  in  the  right  direction  –  together.    

   
SYSTEMS    
We've  spent  the  majority  of  this  book  discussing  frameworks  
and  systems  required  for  success.  By  now,  you  know  that  The  
Fletcher  Method  is  a  series  of  proven  and  simplified  systems.    

It’s  a  step-­‐by-­‐step  model  combined  with  training  videos  and  

frameworks  to  help  you  get  where  you're  trying  to  go.  When  
you  add  these  systems  and  frameworks  with  the  right  
Mentorship,  Accountability  and  Peer  Support  –  the  rest  is  gravy.    

Inside  the  community  you’ll  find  frameworks  on  just  about  

everything  regarding  to  growing  your  business.  How  to  find  your  
perfect  avatar  so  you’re  confident  that  your  focus  and  
messaging  is  spot  on.  Your  signature  system  so  you’re  uniquely  
positioned  to  take  your  clients  from  their  greatest  frustrations  
to  their  greatest  success.  How  to  develop  products  and  leverage  
your  time  (automate)  so  you’re  not  stuck  with  low  margins  and  
a  handful  of  clients  you  don’t  want.  How  to  use  Facebook  
advertising  effectively  and  get  leads  for  less  than  a  dollar.  How  
to  syndicate  your  content  and  position  yourself  as  an  authority  
across  your  market.    

The  list  goes  on.    

Along  with  the  frameworks,  there's  a  growing  library  of  step-­‐by-­‐

step  training  videos  where  I  walk  you  through  what  you  need  to  
do  from  point  A  to  point  B.    

MY  LIFE’S  WORK  
This  is  my  life's  work.  I  created  this  community  because  I  
struggled  with  my  own  entrepreneurial  journey.  When  working  
as  a  VP  in  a  day  job  that  I  hated  (despite  my  lucrative  six  figure  
income)  I  tried  to  learn  online  marketing  on  my  own  with  any  
free  time  that  I  had.  I  was  overwhelmed  with  all  the  
misinformation  out  there.  And  when  I  did  come  across  quality  
material  (usually  through  paid  courses  and  events),  I  found  
myself  even  more  confused  thinking,  “how  do  I  piece  all  this  
information  together  so  it  works  cohesively?”  

I  continued  to  learn,  consume,  implement  and  attend  events.  I  

just  kept  thinking  "It  doesn't  have  to  be  this  hard.  Why  do  I  have  
to  spend  so  much  time  on  something  that  should  be  so  simple?"    

Once  I  realized  that,  I  put  my  heart  and  soul  into  creating  The  
Fletcher  Method  Community.  My  mission  in  creating  this  
community  has  been  to  help  you  avoid  the  countless  hours  of  
stress,  doubt  and  struggle  that  I  endured  on  my  journey.  

It's  about  doing  the  right  things,  in  the  right  order.  It  about  
simplifying.  It’s  about  following  a  proven  and  effective  model.  
It’s  about  looking  at  the  picture  as  a  whole,  not  just  learning  bits  
and  pieces  here  and  there.    

Most  importantly,  its  about  being  a  successful  entrepreneur  so  

we  can  have  the  balance  we’re  seeking  and  the  opportunity  to  
live  this  short  life  -­‐  to  the  fullest.    

To  learn  more  about  how  you  can  use  The  Fletcher  Method  to  
grow  a  successful  online  business  with  zero  tech  overwhelm,  
sign  up  for  our  next  live  coaching  webinar  here:  
fletchermethod.com/webinar  

To  access  printable  frameworks  and  book  bonus,  visit:  

fletchermethod.com/bonus  

I  hope  to  see  you  in  the  Community!  

   
 ABOUT  THE  AUTHOR  
 

AARON  FLETCHER  is  the  #1  Amazon  

best-­‐selling   author   of   Stand   Out:   A  
Simple  and  Effective  Marketing  Plan  
for   Your   Small   Business   among  
others.    

While  most  digital  marketing  and  

social  media  consultants  focus  on  
discreet  and  desperate  pieces  of  
the  business  growth  puzzle,  Aaron’s  unique  ability  is  to  help  his  
clients  define  and  build  the  puzzle  itself.  
 
He  lives  in  Encinitas,  CA  with  his  wife  and  2  kids.  Aaron  loves  
educating  and  inspiring  other  authors  and  entrepreneurs  to  
succeed  and  live  the  life  of  their  dreams.  
 

Learn  more  about  Aaron  at  fletchermethod.com