Groups Session Dates:
Jan 14, 28 — Feb 11, 25 — March 10, 24 — April 14, 28
May 12, 26 — June 9, 23 — July 14, 28
August 11, 25 — Sept 8, 22 Oct 13, 27
All group calls on Thursdays: 10 am Pacific (11 Mntn, 12, Cntrl, 1 Estrn, 6 UK, 7 EU)
All calls by Zoom Video: zoom.us/j/2121681264.
Individual sessions – Set up privately with program participants.
Action Support System Login: https://actionsupportsystem.finishagent.com
Program Overview
For the next ten months you will be working individually and as a group to take your business and marketing to a whole new level of success and fulfillment. We'll be working on two primary things during the program:
1. I'll work with you hand-in-hand to help you develop the marketing messages, materials, plans and skills to be a better, more confident marketer of your services. In the course of the program (and after) you'll learn how to attract more of your ideal clients, and increase the size of your engagements and the fees you are paid though delivering higher-end programs than you're delivering now.
2. I'll support you in the process of getting unstuck and into action. It's not just what you know, but the ability to get past resistance, doubt, uncertainty and fear to put yourself out there in a bigger way that has more impact, makes a bigger difference and earns you a higher income.
In the program you will be on your own unique individual track in developing the marketing approaches that will work best for you. You will improve your website, develop and implement various strategies to market yourself and master the selling process.
In the group sessions we'll do many things. They'll include but not be limited to: Understanding the language of marketing, the art of getting priorities done, breaking through stuck mindsets, and finding the ideas, information and tools you need. Each session will be a highly interactive discussion that will help you see the bigger picture while focusing on the things that need to get done today.
In the Action Support System you'll chart your progress daily and be accountable for taking action, getting past resistance and being responsible for getting your marketing plans done. This is also a community for support and accountability.
The next step is to read the preparation material below and take the steps as indicated. Don't hesitate. Do it now. By the time you are on this web page you will have the username and password for the More Clients Club and you'll be directed to do some work in the Club before our first live session.
Again, welcome to Club. I look forward to meeting with you soon!
Cheers, Robert Middleton
Mastery Preparation Page
Before the Mastery Program starts in January, take note of the following:
1. Get access to the More Clients Club Materials.
I'll send you a username and password if you don't already have one. Go to ActionPlan.com and enter your name and email at the top left.
2. Get access to the Action Support System at this link:
Create a new username and password for yourself it may be the same or different than the Club. Then post a profile about you and your business, plus upload a picture. We'll be giving you instructions on this system during the first group session.
3. All the calls, group and individual, will be via Zoom Video.
You'll need a computer with a built in or attached video camera. If you don't have one yet, please get one (Logitech is a good brand. To login to each call, just click on this link: zoom.us/j/2121681264.
All calls will be on Thursdays at 10 am Pacific time. (11 Mntn, 12 Cntrl, 1 Estrn, 6 UK) Calls will last approximately 75 minutes. All calls will be recorded and posted online by the next day. If you miss a session, please schedule a time the next day to watch and listen.
And then do the following preparation work:
Go the Fast Track Section in the More Clients Club and read/listen the Introduction to the Fast Track Program. Then study the first two modules in the Fast Track:
1. The Game of Marketing - Exercise for this session. Download exercise, do the exercise and send back to me as a Word attachment.
2. Your Marketing Message. Exercise for this session. Download exercise, do the exercise and send back to me as a Word attachment.
And also download this form:
Marketing Skills Checklist. Checklist Worksheet. Download worksheet, fill in the checklist and send back to me as Word attachment.
Here's the link to the Fast Track Program in the Club. You will need to be logged into the Club to have access to this program within the Club.
Contact me of you have a question
My email is
This e-mail address is being protected from spambots. You need JavaScript enabled to view it
- Please use this in all your communications with me, not the phone. Note that I am always busy. But I will find time for you if you need an answer to a question or just to talk. I'm accessible, but sometimes not immediately. If you have a specific question about marketing, search the Club first and then Google. Then if you can't get an answer, please contact me via email.
Please read this as many times as needed to be clear about your preparation work. And please start now! Thanks, RM
Forms and Other Resources
Below are the forms and systems used in the Mastery Program. You can simply download these to your computer as needed.
Forms You'll use Regularly
Mastery Report Form - Send in before your one-to-one sessions.
Marketing Action Plan Form - The form to use when planning a marketing strategy
The Unstuck Process Worksheet - This is the step-by-step process to get unstuck
Marketing Exercises
Marketing Skills Checklist - Scoring yourself on various marketing skills
Game Location Form - Where are your prospective clients in the marketing game
Your Current Marketing Message - Form for developing your marketing message
HEOB Program and Letter Instructions - For writing your HEOB Letter
Articles and Resources
Jay Abraham 10 Mistakes Article - Sample of a powerful article
7 Things You Must Know to Attract Your Ideal Clients - Article on key marketing principles
The Art of Follow-Up - Instructions on doing Follow-Up
The Unstuck Process Book - The compete ebook on the Unstuck Process
Understanding the Opt-in Process - a Video on how to manage the opt-in process on your website.
January Page
Subject: January 14
In the first session of the Mastery Program I'll give you a brief rundown about various aspects of the program and then get right into feedback on the marketing messages you've sent me. We'll pay special attention to the Ultimate Outcome which, in many ways, is the heart of this program, a concept we'll return to over and over again.
Recording: January 14
January 14 Video - Click to open in new window
January 14 Audio - Click to open in new window.
Course Materials
Assignment
Download these directions for developing an HEOB Program and writing an HEOB letter. You'll download this after session 1. Read immediately and get started. We start with the hardest assignment first! This is not for sissies. Designed to blow your mind.
Download HEOB Program and Letter Instructions
Study the above directions and write a first draft of your HEOB letter, ready for discussion and feedback during Session #2. This is the most important overall document in this program. And it can take several hours to write. So start immediately. Right now. Today.
Email your completed letter to Robert before the next session. Please send 3rd, not 1st drafts.
Subject: January 28
Well discuss and give feedback on your HEOB letters in this session. It is ultra important that you work on your best possible version of a first attempt to write this letter.
Recording January 28
January 28 Video - Click to open in new window
January 28 Audio - Click to open in new window.
Course Materials
No new materials. Focus remains on the HEOB Letter.
Assignment
Work on making 5 connections with possible contacts by the next session.
Study Marketing Conversations in Fast Track Program.
February Page
Subject: February 11
We'll continue to discuss making connections and getting meetings in this session. You want to feel confident in connecting with anyone who might be a prospective client or someone who can refer you to one.
Recording February 11
February 11 Video - Click to open in new window
February 11 Audio - Click to open in new window.
Course Materials
The next part of the program is writing a "Core Issue Article." The purpose of such an article is to inform a prospective client about key ideas in your business.
Article # 1 - Oliver Connolly
Article #2 - Nancy Clift
Article # 3 - Jay Abraham
Assignment
Study the materials in the Fast Track Program under Marketing Currency - Tabs 1, 2 and 3
Write a Core Issue Article for your business.
Subject: February 25
We'll discuss your Core Issue Article. You want to feel confident about writing articles to promote your services. And then we'll talk briefly about your Home Page to your website.
Recording February 25
February 25 Video - Click to open in new window
February 25 Audio - Click to open in new window.
Course Materials
Complete reading the information on Marketing Currency - Tabs 4 and 5 and the More Tab.
Read the intro to the Website ToolKit + Tab 8 on Home Pages.
Assignment
Study everything on Marketing Currency above including the selection in the Marketing Ball Book and at least one of the Expert Interviews.
Write or re-write your Home Page based on the instructions in the Website Toolkit at the link above. Please do not use a different format, improvise, write too much or too little. Follow the instructions as best you can. Send me the copy if your site is not up yet, or post it on your site and send me a link when done. I'll also go over your home pages and discuss them with you in our individual meetings.
March Page
Subject: March 10
We discussed writing headlines and Marketing Action Plans.
Recording March 10
March 10 Video - Click to open in new window
March 10 Audio - Click to open in new window.
Course Materials
How to Create a Complete Marketing Action Plan. The purpose of a marketing action plan is to develop a very focused marketing campaign to get the interest and attention of your prospective clients. To draft a plan, you pick a program or service you want to promote and then select a primary strategy to promote that program, such as networking, speaking, webinars or direct outreach. You'll find instructions in the form itself and also in the recording for this session.
Download Marketing Planning Form Here - http://actionplan.com/nmm/MAP-Form.doc
Assignment
Develop a complete Marketing Action Plan by the next session based on the planning process and worksheets above. Be ready to present your plan to the group.
Subject: March 24
We'll be working on Marketing Action Plans in this sessions with feedback. You want to feel comfortable with planning and launching your plan. Of course, you'll be getting hands-on assistance with this in your individual sessions.
Recording March 24
March 24 Video - Click to open in new window
March 24 Audio - Click to open in new window.
Course Materials
The Unstuck Process Book - The compete ebook on the Unstuck Process
The Unstuck Process Worksheet - This is the step-by-step process to get unstuck
Assignment
Continue to work on your Marketing Action Plans and other materials such as articles and web content.
Read the Unstuck Process Book and do the Unstuck Process a few times before the next live session.
April Page
Subject: April 14
How to make a case for your business
Recording April 14
April 14 Video - Click to open in new window
April 14 Audio - Click to open in new window.
Course Materials
How to Make a Strong Case for your Business. Download this document – read and also link to the web pages listed.
Assignment
How to make a Strong Case for your business. Work on making a long page of ideas to make a case for your business. Thirty at minimum.
Subject: April 28
How to make a Strong Case for your business. Discuss ideas participants came up with. What is most compelling? What evidence do you have to prove you have a powerful solution? How do you communicate this clearly and simply?
Recording April 28
April 28 Video - Click to open in new window
April 28 Audio - Click to open in new window.
Course Materials
Jill Konrath Program on email Prospecting
Ultimate Guide to Email Prospecting pdf
Ultimate Guide to Email Prospecting audio
Email Prospecting Audio Workbook
Article by Daphne Gray Grant
11 Email Mistakes by Daphne Gray Grant
Articles on Headlines
26 Email Subject Lines that Get Opened and Read
Organizing your Email
If your email is organized, you'll sale a lot of time and be able to find almost any email in a few seconds. The key is creating mailboxes or folders and then creating rules or filters to direct emails to those places.
For instance, I created a mailbox called "Marketing Mastery" and then created a filter for all the participants in the program. When your emails come in, they all go into that mail box and I can always find your emails. Here are filters for common email systems. I found these all on Google. If you don't have one of these systems simply do a Google search (or sometimes a YouTube search) and you'll learn how to do this easily.
Gmail - This is a quick YouTube tutorial
If you access email mostly from a mobile device, search Google and YouTube to learn how to filter your email.
Assignment
Jill Konrath Program on Email Prospecting - This program is a concise, but powerful guide to using email messages to get the attention of prospective clients using your most powerful marketing messages. Download al three files. Read the Guide, Listen to the Audio and fill out the Workbook. You cannot do this superficially and expect results.
May Page
Subject: May 12
Marketing Conversations – From First Contact to Strategy Sessions
Recording May 12
May 12 Video - Click to open in new window
May 12 Audio - Click to open in new window.
Course Materials
Study the Marketing Conversations Module - Read everything in this module. And then map out your basic process from initial contact to selling conversation in the form below. Understand that this will be a little different for everyone.
Assignment
Marketing Conversations Worksheet
Open this form and use it to plan your Marketing Conversations and Follow-up
Plot our your basic selling process from initial contact to sale:
Source of contact
Email sent or phone message sent
Script for initial conversation - questions - requests
Materials to send (article/HEOB)
Questionnaire
Opening of the Strategy Session
Subject: May 26
In this session we explored how to communicate more effectively in our marketing – specifically Networking, Outreach and Follow-Up.
Recording May 26
May 26 Video - Click to open in new window
May 26 Audio - Click to open in new window.
Course Materials
Assignment
1. Use the questions on the worksheet to focus on the communication areas you want to improve.
2. Past the questions into Google. Sometimes you may want to tweak the question.
3. Find articles on Google and study them closely. Look for articles with real depth, examples, scripts, etc.
4. Develop your own scripts and email based on what you've learned
5. Send me your scripts and emails for feedback
6. Post scripts on the Forum and ask for feedback
7. Use your scripts and emails for your marketing communication
June Page
Subject: June 9
Selling Conversations – From Opening to Close
Recording June 9
June 12 Video - Click to open in new window
June 12 Audio - Click to open in new window.
Course Materials
Study the Selling Conversations Module - Read everything in this module. Also study the Selling Conversation in the Marketing Ball Book - Chapters 6 to 10
And use the Selling Process Outline to map out your selling process.
Assignment
Work at fine-tuning the selling process for your particular selling situation. Once you are comfortable with the selling process, I've found that it makes it easier to market yourself with the primary goal of getting more qualified selling conversations.
Subject: June 23
Selling Conversations - Q&A + Limiting Money Beliefs
Recording June 23
June 23 Video - Click to open in new window
June 23 Audio - Click to open in new window.
Course Materials
Study any or all of these materials on Limiting Beliefs
1. Fast Track Program - Marketing Mindset - http://actionplan.com/fast-track/m2-your-marketing-mindset
2. The Unstuck Process - http://theunstuckprocess.com - download the book
3. The Unstuck Process Program - http://actionplan.com/advanced/beyond-avoidance
Assignment
Do the unstuck process on Limiting Beliefs about Money on several of the times on you money beliefs list.
I recommend you spend some focused time on this every day of the week - half an hour at least.
1. Identify the limiting beliefs - Prioritize the top 3 or 4 and then for each one...
2. Ask if it is true or not - ask if it's absolutely true
3. Look at various aspects of the belief, such as the cost and payoff, etc.
4. Ask what things would be like without that belief
Doing the process perfectly is not the point, but simply getting to the clear understanding that the belief you have been identified with so long is simply not true.
That insight or realization "removes the nail though the toe of your show" and enables you to envision possibilities outside the belief. If you do this process with real dedication and the intention of discovering what is true, it can be life changing.
July Page
Subject: July 14
How to make offers for prospects to take the next step in working with you. What makes the offer compelling enough for the prospect to say yes to the offer, that is, yes, to exploring in more depth about working with you.
Recording July 14
July 14 Video - Click to open in new window
July 14 Audio - Click to open in new window.
Course Materials
We all want to get a YES to our marketing appeals.
We need to remember that yeses come in steps from small to large. That is, we get a yes when we offer an article, another yes, to have a brief conversation and yet another to have a Strategy Session. The yeses you want depend on your bruises.
Perhaps the most important yes is to some kind of meeting or strategy session that you have set up as a selling conversation. There are all kinds of formats to this, from a sit-down selling conversation to a demonstration to a sample workshop. But you don't want to just think of it as a "sales meeting." If your offer is perceived to have more value than that, you will get more yeses.
Here are some of the components that make getting a yes more likely:
Offer must be made to the right person/company
Offer must be presented in an appropriate way
Offer must be simple and clear
Offer must be convenient to take advantage of
Offer must not take too much of the prospect's time
Offer must be seen as valuable in itself
Offer addresses either a pain or an aspiration
Offer will lead to more clarity
Offer will help build confidence of prospect
Offer should have a name - i.e. Marketing Strategy session
Offer must be delivered professionally
Offer must persuade the prospect to take action
Assignment
Work on developing a specific offer to help your prospects to take the next step in working with you.
Make sure your offer contains most of the above criteria.
Subject: July 28
The Marketing Chain
Recording July 28
July 14 Video - Click to open in new window
July 14 Audio - Click to open in new window.
Course Materials
My notes for this session. http://actionplan.com/nmm/14-Mkt-Chain.docx
Assignment
What is the weakest link in your marketing chain? Look at all the steps in your mareketig process. Which steps do you stuggle with the most, which steps are you unclear about and don't know how to do? What steps do you resist the most?
When we meet next, let's focus on taking your understanding, development and implementation of those steps to the next level.
August Page
Recording August 11
August 11 Video - Click to open in new window
August 11 Audio - Click to open in new window.
Recording August 25
August 25 Video - Click to open in new window
August 25 Audio - Click to open in new window.
September Page
Recording September 8
September 8 Video - Click to open in new window
September 8 Audio - Click to open in new window.
Recording September 22
September 22 Video - Click to open in new window
September 22 Audio - Click to open in new window.
Course Materials
John Sherer Interview - http://actionplan.com/pdf/scherer-interview.pdf
Buy and read John Scherer's book - Five Questions that Change Everything
Assignment
Work on your "shadow stretches" in the next couple of weeks. First identify a "shadow archetype" - squeeze out all the bad elements and then find those positive elements that you can tap into and stretch into. This is all explained in great detail in the interview. I recommend reading it at least two times.
October Page
Recording October 13
October 13 Video - Click to open in new window
October 13 Audio - Click to open in new window.
Course Materials
In this session I gave a pretty comprehensive overview of all the important concepts in the Mastery Program. This session is a valuable review of all the imporant ideas and principles of the Action Plan Marketing approach.
Assignment
Note which areas you need to work on to improve your marekting skills.
Recording October 27
October 27 Video - Click to open in new window
October 27 Audio - Click to open in new window
Course Materials
This session was a wrap ang goodbye to the Marketing Mastery Program. In this session, I asked two questions of each particpant:
What did you learn that you can't loose?
What do you need to learn and how will you learn it?
Assignment
Answer these questions for yourself.
Program Overview
Mastery Prep Work
Forms
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