One of the hardest parts of growing an online business is not only figuring out which strategies to focus on…

But also WHEN you should focus on them.

When should you start creating content?

Do you need a website first?

Or wait, should the product come first?

Should you start with a few basic landing pages and build a sales funnel?

Of course you need an email list, but what's the best way to get your first 1,000 subscribers?

People get stuck for years because they can't figure out what the heck to focus on.

So in this email I'm going to show you what a focused "start from scratch" marketing plan looks like.

I took a random product idea and mapped out the exact steps and strategies I would focus on in order to go from zero email list, zero customers, and zero revenue to thriving $15k/month business.

Let's get it.

The Product Idea: High-End Membership Site

I came up with this idea for a buddy of mine who's a personal trainer.

Since COVID hit, I haven't been to the gym and my routine's been wonky, so I shot him a text: "Bro, I'm getting fat and out of shape. Save me!"

He came over and spent 2 hours giving me some pointers. That's when the product idea hit me:

Product: Die Old
Problem: Overweight, busy at work and sick of it. I want to change but can't put in the time to figure out what to do.
Best Fit Client: 
  • 40-55 male
  • Successful career
  • Make > $150k
  • Realize their mortality
  • 30lb+ overweight
  • More money than time
  • "Just tell me what the hell to do"
  • "Make it hard for me NOT to do what I need to do"
  • Has had a gym membership for a while
  • But doesn't go regularly
  • Isn't happy with results
Solution:
  • High end membership site
  • Work in 90 day chunks
  • If you ever leave you are out
  • Custom diet and workout plan
  • Text and email support
  • Initial phone support 100%
  • I check on you weekly
  • Make sure you're doing what you need
  • Monetary consequences if not
  • New members-only podcast each week w/motivation, tactics, stuff to keep you working on your plan
  • References to chefs, PTs, and such to do stuff for you
Price: $3,000 per quarter
Guarantee: You will hit your quarterly goal we set together or I give you your money back (you just have to do that work)

Whether you're a personal trainer or not, this same rough concept could be adapted for hundreds of training/consulting services.

Here's what my plan to grow it from scratch would be…

The High-Level Marketing Plan: 0 to $15k/Month in 12-18 Months

Phase #1: Generate and nurture leads (3-6 mos)

  • Start your email list: Manually reach out to everyone you know with a personal invitation to your new newsletter. Make the value proposition simple and direct. For example: "I'm sharing tips on how to have more energy and be active while you're stuck at home during quarantine." (Read up on "Ambassador List Building" here for exact steps and outreach scripts.)
     
  • Build relationship: Once you hit 100 subscribers, start emailing every other week. Each email has one simple tip for staying in shape at home — workouts, diet ideas, systems for accountability, etc. Build relationships and authority with your early subscribers. Ask for responses. Encourage them to spread the word and invite their friends.
     
  • Grow your email list w/ small partnerships: Do podcast interviews, webinars, and guest writing for influencers and companies in the health, wellness, exercise, and mindfulness space. If you average one per week for 10+ weeks (and follow our basic "Partnerships 101" systems) and your list will grow to 1,000 subscribers. Yes, even if you're relatively unknown and don't have connections.

Phase #2: First few clients (1-2 mos)

Phase #3: Repeatable Systems (3-6 mos)

  • Add on Welcome Offer: Set up a basic funnel that lets every new email subscriber hear about your offer. The most qualified can book a call with you to learn more (and buy). Notice how you're this far into the plan before automation enters the picture! Most people focus on this too early and overcomplicate things. And yes, we have a free email sequence template you can customize for this part too. :)
     
  • Continue Partnerships: Keep doing 1 partnership per week. This brings new leads into the top of the sales funnel. Without this, the entire engine stops. It's the fuel. You'll get to 500 - 1,000 new subs per month in the first year.
     
  • Monthly Webinar: Every month, feature one client on a webinar and invite your email list. Show what they did and how your service helped them achieve it. Then let people know you have a few spots for new clients. Best fit clients can book a call to learn more.
     
  • Promote: Run live promotions to your email list 2-3x per year. January would be a great time to promote a product like this. I'd do it again around the beginning of summer and a final time for Black Friday.

12-18 Month Vision:

Within 12-18 months, you'll have 500-1,000 people signing up for your newsletter each month. People respond and rave about the free emails you send out.

Between your emails, webinars, and welcome offer sequence, you get 10 people per week booking calls to beg to work with you. You can only work with 15 at a time, but that brings in $15k per month.

Your next plan? Hiring an assistant and adding a DIY self-paced course to serve the rest of your audience.

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Having a clear-cut strategy and focused plan isn't the ONLY difference between businesses that grow quickly and those that struggle to get traction…

But it is one of the most common ones.

Steal this one and see where it takes you.

- Bryan

P.S. Want us to create a step-by-step plan like this for your business, and coach you through executing it?

We run a 1:1 coaching program that does exactly that—but imagine this plan with 10x the detail. Plus accountability. Plus feedback. :)

Book a Strategy Call with us here and we'll show you exactly how we'd grow your business.