Relevancy Path Workbook

RELEVANCY
THE ACCOMPANYING WORKBOOK
Modern Business Academy // 1

ACCOMPANIED WORKBOOK
This workbook accompanies our Relevancy Path

The aim here is to take what you learned there and bring it to life so you can apply what you
need to for your business and life.
I encourage you to use this workbook as you work through each lesson, completing each
section in turn. Doing so ensures you apply what you learn, instead of feeling inspired and
then moving on. In my expereince, this is the difference between those that thrive and those
that do not.
So keep this workbook close to hand. It won’t only help you now, but likely in the future, too.
Let’s dive in…

LESSON 1
CUSTOMER AVATAR
You must know who your ideal customer is and what they think. Your ideal customer is the
person who can get the most out of working with you. This is one of the most important
pieces of relevancy. Relevancy will be much more difficult if not impossible, if you do not
have a strong understanding of your avatar.
A couple quick questions to get you started:
1. Who is your current avatar?

Entrepreneurs and small business owners who are feeling stuck,
confused, overwhelmed by the noise and just want to know what
they’re really supposed to do to succeed. They’ve worked with a few

coaches, to no results, and are more careful now.
2. What is working well with the clients you’re currently serving?
They are generally surprised at how much of a detailed plan I give, backed up
with tools and systems that make it easy. They are often surprised by the

mindset stuff that comes up and how much of business is our mindset.
3. What is not working well with your current clients?


4. What are the top 3 things you’d like to see change in relation to who your brand serves?

Now we dig deep to gain a better understanding of who our ideal customer is, using the 360
Degree Avatar Workbook on the next few pages.

360 DEGREE AVATAR WORKBOOK
What this exercise helps you do is to get you understand your avatar in greater depth.
It helps you get inside of the mind of your customer, so no one can compete with you in the
small pond—meaning you become the big fish.
But a quick word of caution:
This lesson (and its worksheet) takes an investment of time and some serious thinking.
Trust the process and give it your all. The things that you write here will become the basis of
almost every other part of your business.
With that out of the way, let’s dive in…
Building an ideal client avatar is one of the most important things you will do in your busi-
ness. It will become the core of your message, marketing, and offerings. Your avatar is the
filter through which all the other elements of your business are run.
A few tips:
9 Take your time with these exercises. The work you do here will pay dividends in every
other aspect of your business.
9 If you’re in The R.O.I. Method, you might already have existing or previous clients to
base your answers on. If you don’t, you’ll need to interview some ideal clients in order
to validate your avatar.
9 If your story or journey mirrors your ideal clients, you can base your answers on your
own experiences. Think back to what you went through when you were struggling
and use your memories to fill in the avatar. If you choose to go this route, it’s always
best to back up your work with some real-world interviews.
Once more… This worksheet takes investment of time and some serious thinking. Trust
the process and give it your all. The things that you write here will become the basis of
almost every other part of your business. Don’t try to serve everyone. Your message will
be uninspiring and unconvincing. Commit to helping a specific client with a specific prob-
lem and zero in on that.

YOUR IDEAL CLIENT:
9 Sex:
9 Age range:
9 Field:
9 Interests:
Set aside some time to answer the following questions:
1: If you had to describe the result that your work provides to your client in a single sen-
tence, what would it be? This should be clear, concise, and tangible.

2: Describe the best client you’ve ever had. If you had a roster full of this client, you’d be a
happy camper.

3: What is the single biggest thing your client is struggling externally with right now? Be
specific. (For example: They don’t have enough clients to sustain their business. They are
overweight, unwell, and unhealthy. They don’t have enough money. Their relationship is on
the rocks and heading for divorce. etc.)

4: What is the biggest internal struggle that they are experiencing right now? (For example:
Feeling like a failure. Doubting that they can actually have the body, business, relationship,
etc that they want. Overwhelmed and stressed.)


5: If you could put the thing they want the most into a single sentence, what would it be?

THE PAIN AND PROBLEM:

What’s the biggest problem your ideal client has?
(Be specific and use detail- what is the financial, emotional, and psychological pain that they
are experiencing?)

What is the biggest headache your client faces on a daily basis? Be specific and use detail-
what is the financial, emotional, and psychological pain that they are experiencing?)

What worries or fear haunts your perfect client? What keeps them up at night?

What does your client believe will happen if they don’t succeed? (situation, event or circum-
stance that they are deeply afraid of? The nightmare scenario.)


Why is it important that he/she fix this problem now? What are the consequences of wait-
ing or continuing on like they are? (emotional, financial, relationship, business, or health)

What is the underlying cause of the problem or pain they are experiencing? (the thing that
they need to fix immediately). Do they realize that this is the root cause of their pain, or are
they chasing something else?

What things does your client no longer want to experience/ deal with? (feelings, actions,
interactions, circumstances, tasks)

THE PROCESS
What are the four to five areas that you focus on in your work in order to get your client the
result they want? Keep these broad. (The specific strategies you use in each area can be
customized to the client later.)

What are the biggest tips/ strategies you would give someone who needed to get results
quickly? (3-5 steps they could take to turn things around now.)


What are the mistakes that your perfect client is making right now that are keeping them
stuck (focusing on the wrong area, implementing the wrong strategy, missing the founda-
tion)?

THE GAP
What are the biggest obstacles that stand in the way of your client getting the results they
want? Do they lack information, motivation, a strategy? Be specific.

Who are your biggest competitors for this offer/ niche? Name 3-5. Link to their website.

What does your ideal client NOT like about some of the other products, services, or busi-
nesses in your niche?

Has your perfect client had other experiences with business or services like yours? What
didn’t they like about those experiences?


What about your offering needs to be different in order for your perfect client to invest in
you? What do they need to know/ believe before they can commit?

THE VISION
If they could wave a magic wand, what would their life look like in 6 months to a year?
(Where would they live, what would they be doing, making? With whom?)

Describe your perfect client’s deepest desire in a single sentence (the secret wish that they
hold onto but don’t often talk about):

Name the 3 things that, if they had them, would make your client feel completely fulfilled.
Be specific and not general. If money, how much? (could be emotional, financial, relation-
ships, career, wellness)

To help provide context, I’ve created 3 examples for you to check as well for 3 different busi-
nesses:
9 FITNESS COACH
9 MARKETING CONSULTANT
9 E COMMERCE

A quick tip to make the process easier:
One of the easiest ways to find who your customer is if you don’t have full clarity, is just
getting on the phone with them.
Just get to know your customer more, because the better that you can articulate the way
that your customer thinks, the easier it’s going to be able to sell to them.
And it’ll be easier to answer the questions in the document if you do this. So if you have dif-
ficulty answering these questions, you know what you should do.

LESSON 2
YOUR UNFAIR ADVANTAGE
Thinking about your unfair advantage (and how to extract it) can look like a difficult, compli-
cated process, but it actually isn’t.
I’ve developed a step-by-step system that I use with my clients to identify their unfair ad-
vantage, and then use omnipresence and other parts of the Relevancy, Omnipresence and
Intimacy Method to unleash it and capitalize on it.
When you push your unfair advantage as part of your positioning, you become able to ac-
tively and accurately engage with people whom you want to work with, making intimacy
easier to achieve, and you’ll be able to close more sales.
So how do you extract it?
Your Unfair Advantage is a combination of:

9 Experience
9 Skill
9 Talent
9 Knowledge
9 Character, and
9 Connection
To help get you started, go through the rest of this exercise step by step, giving it the time
and attention it deserves—this is such an important part of the process, so don’t skip it.

1: Your Experience
What are 3-5 unique things that you have experienced or have had the experience of that
might be valuable to someone else?

A Few Examples…
9 Flag Football- first game was slammin! The rest not so much.
9 My first full-time corporate job was a bust!
9 I got my first apartment with no prospect of being able to pay for it. For needing my
own space.
9 Finally pushed myself out of my comfort zone and left babysitting behind for my
dream career.
9 I have been homeless
9 I have struggles with my mental health
9 I am a spiritualist.
9 I dont always trust my gut and why you should.
9 Knowing when to keep pushing when to give up. I given up so many times in school,
hobbies, etc
9 Emotions being over logic and how to combat this and work with both
9 Moving in with boyfriend
9 Moving to a new state and living with my dad who I barely knew at 20 years old.
9 Gaining weight and staying confident.
9 Putting myself before my relationship.
9 Combating relationship (family, friend) problems for your own good.

2: Your Skills
What are 3-5 unique things that you are experienced at or have had the experience of that
might be valuable to someone else?

A Few Examples…
9 Maintaining my career while battling mental health issues daily.

9 Jumping into marketing with no guidance.
9 Battling fear and doubt to become my highest self.
9 Growing from a Never finish attitude to finish everything that’s for me.
9 Understanding what someone needs and wants by listening.
9 Research is my favorite hobby.
9 Copywriting
9 Organic SM growth
3: Your Knowledge
What are 3-5 unique things that you are extremely knowledgeable with that most others
aren’t?


A Few Examples…
9 Spirituality
9 Empathy
9 Marketing and how it affects our daily lives
9 Why social media is the way it is.
9 The research side of social media. Behind the scenes
9 What DM entails for each generation.
9 Expanding SM growth to your target audience organically.
4: Your Talent
What are 3-5 talents (or the result of your talents) that can be used inside of your business
and what you do for others.

A Few Examples…
9 Building career confidence when all you can do is doubt yourself.

9 Creating a space for mental health issues in the tech/digital community.
9 Acknowledging your power of your career and platform and how to use it even if you
are only talking to a few people.
9 Relatable to women of color
9 Leaving behind insecurities for confidence.
9 Acknowledging your own issue to advance your daily life.
9 Creating structure when you never had one.
9 Choosing to be the bigger person in all relationships and how to come out on top.
5: Your Connections
What are 3-5 key connections that others don’t have access to that you can use inside of

your business and life?

A Few Examples…
9 A close collegue
9 A well-connected mentor
9 A previous client
6: Your Character
What are 3-5 unique things that are unique about your character?

A Few Examples…
9 Funny AFF
9 bold af but here for you always
9 Empath
9 Feeling lost sometimes
9 Acknowledging insecurities and growing from them, is my favorite game.
9 Vulnerable
9 Creating balance, giving advice, being a moderator.
Once you’ve completed these steps, print off a copy and keep it close to hand. It will play an
invaluable role in your journey ahead.

LESSON 3
POSITIONING
In the previous lesson, you could have a big picture view of your positioning.
NOW LETS START BRAINSTORMING ON HOW YOU WANT TO POSITION YOURSELF IN THE
MARKETPLACE.
Here are the 5 major questions to ask yourself

9 Who do you want to serve?
9 How do you want them to see you?
9 What is congruent with your brand & relevancy?
9 Where do you sit in the market?
9 What proves that you deserve this position?
1. Who do you want to serve?

2. How do you want them to see you?


3. What is congruent with your brand & relevancy?

4. Where do you sit in the market?

5. What proves that you deserve this position?

What you need to do now is contextualize who you are (the person your audience needs to
look up to) in seven seconds or less.
This is what positioning comes down to.
You need to make it easy for the human mind to contextualize you and your positioning in
less than seven seconds.
Because when someone comes across you, you have really one opportunity to be able to
contextualize yourself to them.
Your job is to give clarity and simplicity to them so that they can judge if they should keep
paying attention.
This is true for your bio. This might be true for your graphics, but more than anything else,
it’s important for general personal context.
If someone reads or listens to any of your content, they should think, “Oh, that’s what that
person does.” This is a huge part of relevancy, which is allowing someone to know what you
do very quickly.
To help you understand the context of this more, let’s imagine two scenarios.
If I came to you and said, “Well, I’m Scott Oldford, and here’s what I do,” and I kept talking

for thirty to forty seconds, if not more, what would you think after that? After a while, you’d
probably start thinking, “Okay, he said three things. I don’t know what his deal is. What’s he
talking about?”
What if instead I said, “I’m Scott Oldford and I help scale seven-figure online businesses”?
Then you might think, “Okay, I don’t have a business, this guy sounds like he’s a cool guy, but
unless I’m following him for motivation, he’s not going to be able to help me.”
And that would be fine because it’s better to have a small, genuinely interested audience
instead of having a big audience who are not interested in what I’m offering.
But what if I told you the sentence from the second scenario and you had a
$50,000-a-month business? You’d probably be interested and you very well might say, “Oh,
really? Tell me more.”
And now I don’t need to sell you anything. You are the one who will want to hear my offer
and consume my content to know if I can back up that positioning.
When I tell people about positioning and I mention my positioning, they think I’m leaving a
lot of money on the table. And they say I should instead go with something like, “I help influ-
encers and online businesses scale,” but that’s the #1 mistake when it comes to a position-
ing statement, other than being too long.
To help people understand this principle, I usually talk about it when I’m on the topics of
audience or avatar. But to recap it briefly, the more niche something is, the more it’s going to
get the reaction of, “This is the person I really need to talk to.”
The more specific something is, the higher the chance that someone’s going to have that
invoked emotional reaction of, “Oh, I’m going to pay attention to this because I might be
someone that needs that help.” In short, you become the big fish in a small pond. I talk about
this more in-depth in the customer avatar lesson.
As Maya Angelou said, “I’ve learned that people will forget what you said, people will forget
what you did, but people will never forget how you made them feel.”
This requires us to be extremely clear, which is why I love this framework. If someone was
introducing you, what would they say? X does Y. You need to know him because Z.
For example: Scott helps entrepreneurs scale to seven figures and beyond. You need to
know him because it sounds like you have an opportunity for sales and marketing growth.

And if you’re wondering how to extract this and make it work for your business, first, forget
what you think you do.
What you’re really attempting to formulate is what other people need to know that you do.
In doing this for those I’ve served, I’ve typically looked at whom they’ve served, the greatest
pain they solve, and find the perfect intro, as Clay Hebert talks about, by using the gap that
they solve between the pain and vision for their customers.
Your Ideal Customer Worksheet will come in handy here!!
Once you have that, take it and then write it out thirty times.
Scrap what you’ve written and start again. This time, make it much simpler. I’m talking,
QUICK.
People have such a small attention span. If an eight-year-old doesn’t get it, someone on the
internet scrolling for five seconds won’t either.
It’s not complicated, but it takes time.
It takes iteration, and it definitely takes a level of patience with yourself and the words that
you want to have on paper.
Remember: Don’t spend too much time and don’t go hard on yourself if you can’t make it
sexy.
It’s not always going to be sexy. I want clarity way before sexy.
Sexy will come in time, but clarity is a must. Without clarity, you’re going to be screwed.
So go with clarity first, and the sexy part will come later as you move forward with your
business.
How to Test Your Seven-Second Positioning Line... Fast

You don’t need to go and create a marketing campaign and spend a lot of money to know if
your positioning works or not. Here’s a quick way to litmus test your seven-second position-
ing line.
Tell someone who fits your customer avatar about it and see their reaction.

If they’re like, “Oh my God. Yeah, that’s me,” then you’ve found yourself a winner.
Until you reach that moment, work on making it clear and specific to your customer avatar.
You want the instantaneous “yes moment” where that person on the other end, who is your
ideal customer, tells themselves “I need to pay attention.
I need to look a little deeper to see if this is the person whom I’ve been looking for and if this
is somebody that I can follow with regards to this issue, because I know I’m lost right now.”
Now you have your foot in the door.
Use Your Seven-Second Line to Make Your Audience Contextualize

You
What you need to do next is to use The seven-second line in everything that represents your
brand or any content that you produce, like your website, your webinar, your Facebook, and
so on.
And I talk about contextualization, not consumption because human beings no longer con-
sume, they contextualize.
I don’t care if you have a great piece of content, the chances are, someone’s going to contex-
tualize that piece of content and whatever information they have about you and that piece
of content in less than 10 seconds, and whatever conclusion they draw at that point is going
to be the reality of what that content is to them.
And your job with your positioning is to make your audience contextualize you as the person
you need to be for them to know that you are relevant and to want to work with you.
And even if they’re not the perfect customer, you need to make it clear who you are so that
they refer people your way.

LESSON 4
MESSAGING
You’ve gotten clear on your positioning and now it’s time to begin to develop the messages
that help you clearly articulate that position. Messaging is all the ways you convey who you
are and what you do. From your website copy, funnel copy, bio’s, etc etc etc. But the number
one way you communicate your positioning is through your content.
The key to strong messaging - and our definition of strong means conversion, creating
content that causes prospects to take the intended action the content was designed for - is
alignment. Alignment between the person’s needs, their mindset, the copy (or wording), the
location, the duration).
To achieve this alignment there are 3 components:

9 Understanding the SFF method & picking the right avatar
9 Crafting the copy/content for your slow lane avatar
9 Finalizing that copy/content into your funnel
9 P’S OF MESSAGING EXERCISE.

This will be helpful when you create your marketing material or when you write content.
Let’s dive in…
When creating content (or building a funnel), you’ve got to have a powerful message.
This worksheet is designed to help you take the 9 point psychological journey and apply it

to your business. When answering the questions below, be sure to go in depth. Short, per-
functory answers are the antithesis of what you need here. The goal is to create rich, visual
and emotional language that you can then use in all of your copy.
When thinking of things like pain points, imagine you were describing a movie scene.
How do these issues actually play out in your client’s day to day life?
What happens for them externally? Internally?
And how does this affect their business, relationships, health, wellness, and stability?
You want your ideal client to read your content and feel like you’ve described them so well
that you might be secretly spying on them. This exercise will help you achieve just that.
This worksheet takes an investment of time and some serious thinking. Trust the process
and give it your all. The things that you write here will become the basis of your content,
copy, headlines, and webinar. Be sure to refer back to your avatar and offer worksheets
when crafting your answers here. Everything should be cohesive and speak to one specif-
ic client.
THE PAIN:
What pains/ frustrations is your client experiencing each day (in relation to your niche or
topic)?
Illustrations are always tough, but the point here is to be very, very clear on HOW the pain
shows up in their day to day life. For example, a pain point of “not knowing where to begin
with starting a business” can be illustrated with: “You click the link and open up yet another
article on how to get started online. You’re always endlessly reading blog posts, or watching
Youtube video after Youtube video, desperately looking for someone who can help you. The
ache inside your chest of KNOWING you’re meant for more only gets stronger as you once
again, find no answers for the questions inside you.”
That’s the idea behind illustrations. Try yours below:
PAIN POINT:
ILLUSTRATION:

PAIN POINT:
ILLUSTRATION:
PAIN POINT:
ILLUSTRATION:
THE PROBLEM:
What do they think is the real, underlying problem(s) that are causing the pains above?

What have they been trying to solve the problem up until now? Why hasn’t it worked?

What do you know is the real, underlying problem(s) that are causing the pain?

THE STAKES AND CONSEQUENCES:

What will happen if the problem your client is facing is not solved? What is the nightmare
scenario that they are secretly afraid of? What is the worst thing that could possibly hap-
pen?


CONSEQUENCE:
ILLUSTRATION:
WHO YOU ARE:

Write a short bio about your background and experience.

Are there any specific qualifications or unique distinctions that make you especially suited to
be teaching/ leading your clients?

Are there any media features, appearances, or awards that you can highlight to show off
your credibility?

YOUR PROCESS
Copy and paste your signature process with your brief descriptions of each step.


PROOF
Link to any testimonials, case studies, shoutouts, messages, or client results. Ideally you
keep all of these in a folder. If you haven’t assembled these in one place, do so now.

OBJECTIONS
Look back at your avatar and offer worksheets. What are the biggest fears/ objections that
your client has when investing in offers like yours? List them here. For each objection, list a
counter- why your product/ service works EVEN IF…
They all seem to be believers. Main objection has to do with cash flow.
OBJECTION:
COUNTER:

OBJECTION:
COUNTER:
OBJECTION:
COUNTER:
OBJECTION:
COUNTER:
OBJECTION:
COUNTER:
THE VISION:
What dreams and desires does your client want for themselves, their business, their family?
For each point, describe an example of what it would look like when they are experiencing
the fulfillment of that desire.
DESIRE:
WHAT IT WILL LOOK LIKE WHEN THEY ACHIEVE IT:

DESIRE:

DESIRE:

DESIRE:


DESIRE:

ACTION:
The call to action will vary depending on what stage of the funnel a client is in.
Once you’re done, we’re ready to start creating your content :)
SFF MESSAGING
The SFF method that you learned about inside the messaging module is the methodology
we use to help you achieve this alignment. Remember this is the 3
Sidewalk Avatar: They feel pain but don’t know why they have the pain. They are in the
stage of wondering why certain things are happening to them but not in enough pain to do
something about it. And as a result they are far less likely to be actively trying to solve their
problem. Their problem is belief or buy in to their own pain.
Slow lane Avatar: They have accepted they have a pain. The pain is causing some degree of
negative impact. As a result they have something they want to change. They want to change
it. Their problem is they don’t know how to solve their problem.
Fastlane Avatar: They are actively looking for a solution to their problem. They are ready
to invest their time, energy and money to solve their pain. Their problem is finding the right
person (who they know, like, and trust) so that they can solve their problem.
SLOWLANE FUNNEL MESSAGING:
Here is where we take the big picture work we’ve already done and turn it into content and
messaging you can use in your day to day marketing. Think about the main pieces of content
that go into a funnel or launch. Here you will brainstorm the best messaging for your slow
lane avatar. The following page provides a breakdown to help you determine which options
are most aligned.

Slow Lane Avatar:
1. Offer:
What is the product/service you want to offer?

2. Offer Problems:
Identify the top 3 problems your offer solves.

3. Lead Magnet Topic:

Pick one of these problems for your lead magnet. Remember specifics help attract the right
avatar.

4. Lead Magnet Options

Choose the type of lead magnet you want to create.

5. Length of Lead magnet:


6. Lead Magnet Stories:
This is where you begin to develop your promotional content. Think about the topics you
want to cover.

7. Distribution Channel
Identify where your promotional content will live

We are on the last few steps of pulling your messaging together. The next few pages are
designed to give you space to begin mapping out your copy for your “funnel or launch” mes-
saging. Please note that you may not need all the pieces
8. Promotional Copy
Social media posts, blogs, video, ad copy,


9. Funnel Copy
Optin page, thank you page, email copy, sales page


LESSON 5
CREATE CONTENT THAT SELLS
One thing you could do to track what works and what doesn’t is to start tracking your re-
sults. There are many ways that you could complicate it, but what worked for me when I
used to do this is using what I like to call “The Relevancy Grid.”
The relevancy grid is a simple way to be able to take your content from the past, whether
that might be from your website or your emails or whatever it might be, and be able to sort
it by the type of content that it is, as well as how well it’s doing.
USE THIS LINK TO ACCESS THE RELEVANCY GRID TEMPLATE: RELEVANCY GRID TEMPLATE
— Make a copy of this file then start using it.
If you want to see an example, of how I used it, check out this > SCOTT’S CONTENT POSTS
This is, in a nutshell, how you can start tracking your content.
Now you know what it takes to create content that sells. You now have a complete system
to move people from just knowing you to closing the sale.
You now have an unfair advantage over your competitors who are focused on specific types
of content to the exclusion of others and are just posting content haphazardly, not knowing
what they’re doing.
You have the system. You know which content types to create. You know when to share that
content. And you know the way to track your content results.
Creating a customer journey where you can get people into your world and then move them

in a seamless way to create “the moment” when they want to work with you is now a much
simpler process now. We’re one step closer.
Remember, it’s a journey and you won’t be able to get it perfectly right at the very beginning.
Plus every one of your customers has their own unique experience, which requires adapta-
tion on your part.
So be careful: Don’t make it more complicated than it needs to be. Remember, content is
about embedding your energy and vibe into other people. It’s that simple.

LESSON 6
BRAND STORY
You’ve seen by now the importance of your story to grow your brand. You also know the
four main things you need to have for a powerful brand story: your core story, secondary
stories, what the stories say about you, and what makes you cry.
Stories are everywhere, so what makes YOUR STORY uniquely you?
You and I are going to sit down and draw out your story.
I’m a huge advocate of Joseph Campbell. He wrote books such as, “The Power of Myth” and
“The Hero with a Thousand Faces.”
Campbell discovered something amazing, a structure in every great story ever written since
the beginning of time. It is referred to as the monomyth.
What is the monomyth?
It’s a sequence of events that happens in the protagonist’s life in the journey they go
through. You are simply the protagonist of your story.
That’s why Campbell’s twelve stage-monomyth/hero’s journey structure is a great way to

develop your story as well.
Your hero’s journey is the easiest way to be able to go through your story and share it in a
powerful way.
It allows for your personality to come out and allows people to know who you are and what

you’re about.
That’s one of the biggest elements of magnetization, being able to allow somebody to feel
who you are and to feel your story.
Human beings are story-oriented people, as I mentioned, that’s the way our brains work,
that’s the way that we are able to understand things.
We’ve used stories since the beginning of time to be able to teach, to be able to share ideas,
to be able to laugh. Business is no different.
In the end, those who use stories typically build the best businesses because people will buy
into a story far more than they’ll buy into a belief.
That’s why the brand story exercise you’re about to do is very essential for the growth of
your business.
The 12 Stages of the Hero’s Journey/Monomyth Structure:
9 Ordinary World: This step refers to the hero’s normal life at the start of the story,
before the adventure begins.
9 Call to Adventure: The hero is faced with something that makes him begin his adven-
ture. This might be a problem or a challenge he needs to overcome.
9 Refusal of the Call: The hero attempts to refuse the adventure because he is afraid.
9 Meeting with the Mentor: The hero encounters someone who can give him advice
and ready him for the journey ahead.
9 Crossing the First Threshold: The hero leaves his ordinary world for the first time and
crosses the threshold into adventure.
9 Tests, Allies, Enemies: The hero learns the rules of his new world. During this time, he
endures tests of strength of will, meets friends, and comes face to face with foes.
9 Approach: Setbacks occur, sometimes causing the hero to try a new approach or
adopt new ideas.
9 Ordeal: The hero experiences a major hurdle or obstacle, such as a life or death crisis.
9 Reward: After surviving death, the hero earns his reward or accomplishes his goal.
9 The Road Back: The hero begins his journey back to his ordinary life.
9 Resurrection Hero: The hero faces a final test where everything is at stake and he
must use everything he has learned.
9 Return with Elixir: The hero brings his knowledge or the “elixir” back to the ordinary
world, where he applies it to help all who remain there.
As it turns out, the best stories in the world follow this format.

These are the common pitfalls that we face with our story:
9 We are closed off…

9 Afraid of what others might think….
9 Afraid to share who we really are….
The more vulnerable you are willing to be, the more powerful your story will be, and the
more you will connect to your audience on a deeper level.
A few tips before we begin:
Take your time with this worksheet. The work you do here will open the floodgates for con-
tent ideas that will not only connect you to your audience, but it will also establish trust so
that you may build powerful connections for your brand.
Listen to the video first. It would be helpful if you had no distractions.
It would be beneficial to put on some relaxing music and do some breathing exercises, or
close your eyes for at least ten minutes to get centered and relaxed.
Once you achieve a calm and centered state of mind, think back to the moment when you
conceived the idea for your business. What kind of feelings were you having, what kind of
thoughts were you thinking?
Now you are ready to begin answering the questions on the worksheet.
If you get stuck on any question:
You can either use the example worksheet provided below as a guide, or you might want
to check out my favorite documentary, “Finding Joe.” This is a deeply moving and powerful
documentary that covers the 12 Stages of the Hero’s Journey in depth. You will finish the
film feeling refreshed and inspired. It can be found on ITunes or by following this link: http://
findingjoethemovie.com/

Your Hero Journey Worksheet
The Ordinary World:
Describe your life before you made the decision to follow your dreams.

The Call to Adventure:

Describe the fear you felt when everything inside of you was telling you that this idea was
“the one.”

Refusal of the call:

List some feelings, thoughts, and experiences that you used to distract yourself from your
calling.

The Meeting of the Mentor:

What/Who was the catalyst that helped break you free of these fears and distractions so
you could fully dedicate yourself to your dreams?

Crossing the First Threshold:

What were the steps you took into your new world? What did it feel like to be taking those
necessary steps?


Tests, Allies, Enemies:
What types of feedback did you encounter from friends, relatives, colleagues in your field?
Was there anyone that inspired you? Was there anyone that made you question yourself
and your ideas?

Approach:
What challenges or struggles presented themselves in the beginning that made you ques-
tion your new path?

Ordeal:
This is what is referred to as “the dark night of the soul.” It is the stage where the “ugly
duckling” must enter the void/abyss and surrender to the darkness in order to become the
“swan.” It’s where we enter the lowest point on our journey that makes us question every-
thing.
It can be overwhelmingly scary to be vulnerable enough to share this. Remember as Joseph

Campbell says “the cave you fear to enter holds the treasure that you seek.”
This is the most powerful aspect of trust building and connection with your audience. It is
the struggle we all must face as humans that ignites the light of inspiration within each and
every one of us.
What was the lowest point you faced within yourself when executing the business plan of
your brand?


Reward:
Who or what inspired you to stay the path of your dream? What was it that helped you
through this dark time?

The Road Back:

After you got back on track, how has your life changed? What lessons did you learn?

Resurrection Hero:
This is where the knowledge transfer occurs, but there is one more test of some sort that
offered you the profound gift of insight that this was indeed the path you were destined to
take. It is the moment of truth on your journey.

Return with the Elixir:

What is the treasure you have to offer to your audience that no one else can? What about
your life experience and brand makes you the one they should listen to?

WORKSHEET EXAMPLE:
Ordinary World
I was hiking in the mountains and did a meditation when this idea for a streetwear brand
came to me like a sudden jolt.
The Call to Adventure

I could visually see this on everyone like you see Nike everywhere.

The Refusal of the Call
I had no experience with being a founder of a business or running a business. I put most of
my life and energy into my music studio and being a producer and recording artist.
The Meeting of the Mentor

A few years ago on my birthday, I filled out some steps from the desire chapter, I Think and
Grow Rich by Napoleon Hill. At that time I had listened to quite a few of Bob Proctor’s vid-
eos. By the end of the day on my birthday, I had received an email that would change my
life. It was a special invitation to Bob Proctor’s 3% Symposium.
Crossing the First Threshold

Within two days I was en route to this elite gathering of mastermind entrepreneurs. By the
end of three days, I was set up with tons of action steps and contacted someone to do calls
with daily thereafter to keep me on point.
Within two months, I had applied for my trademark, branding, logo design, first shipment of
hats ordered, website, and had my first few photoshoots.
My goal was big...it was to make 40 million in the first year.
Tests, Allies, Enemies

I hired a consultant with COO experience. She informed me that the 40 million goal probably
wouldn’t happen and gave me justifiable reasons why it wouldn’t
I felt deflated as I had just sunk in every penny I had into this business and it had to work.
I was afraid to tell my parents that I wasn’t doing real estate and that this was what I
wanted to do. I didn’t really want anyone to know for fear of their auto-suggestions that it
wouldn’t work.
Approach
Challenges for me were that I didn’t know how to do any of the following:
9 SEO
9 AdWords
9 Facebook Ads
9 Avatars
9 Funnels
9 Email Marketing
9 Photoshop editing
9 Have people know my brand like they would a competitor’s brand
I overcame them all and now know exactly what steps are essential.

Ordeal
9 After a year and a half, I lost everything including my website.
9 I went from a believer in dreams to a non-believer.
9 I was in debt up to my eyeballs.
9 I felt negative about everything.
9 I cursed the voice inside of me.
9 I couldn’t even look at my merchandise.
9 I took everything off the walls.
9 I wanted no reminders.
9 But the voice inside of me wasn’t letting up. It made me angry.
9 I met someone who raised capital for startups.
9 He believed in my idea.
9 He checked in with me every week.
9 I was still angry and negative.
9 I blamed those that loved me and supported me.
9 My branding message was all about following one’s dreams and I had no more belief
in dreams.
Reward
9 My wife kept telling me this couldn’t be the end of the road after everything we’d
been through.
9 I began to believe her.
9 She encouraged me to take some small steps.
The Road Back

I took some baby steps and re-entered the realm of my dream.
The insight that this experience has provided me is the same message I’m trying to give to
others, so I had to live it first before I could share it.
Resurrection Hero
My contact for capital called me with an interested party for investment. At first I was excit-
ed.
Then I got scared that I’d have to go through all of this hell again. And, I realized some-
thing…. I wasn’t afraid anymore.
We received investment capital.
Return with the Elixir

I now have a very relatable story of what it’s like to not believe, to be challenged, to face the

worst adversity of going for one’s dream, and falling flat on my face.
Now, I see my brand everywhere and somehow I know the message is touching so many
lives just as it did mine.
It’s about the reminder and inspired focus this message brings because we all have to walk
through the fires to achieve our dreams.
You’ll see details on each of the 12 steps and an example of how it could look like in the
worksheet. Model that on your story.
And if you get stuck, you might want to check out my friend’s documentary, “Finding Joe.”
This is a deeply moving and powerful documentary that covers the Twelve Stages of the
Hero’s Journey in depth. You will finish the film feeling refreshed and inspired—you can find
it on iTunes.

Write the final version of your hero’s journey. When you’re done, share your story inside
the community.


LESSON 7
YOUR METHODOLOGY
Now let’s talk about how we communicate what you do, more specifically, how you help
people. Developing a methodology is the way you communicate the problem you solve, your
thought leadership and your process for solving your ideal client’s problem.
This is actually a lot simpler than you might think. I highly recommend having someone to
brainstorm this with.
First, you must realize that you already have a methodology. It’s the system that’s running
your business right now.
Every single time that you work with anyone inside of your business, you have a specific
method that you use in order to achieve an intended result.
All we’re doing is extracting this method, allowing for it to be contextualized, and then nam-
ing it in an easy-to-use framework so that people can understand it more easily.
Because if people don’t understand something quickly, they’re going to throw their hands up
in frustration and quit.
Our process/method is embedded inside of who we are, because you’re likely really good at
what you do. If you don’t have a method, it means you aren’t good at what you do.
So here’s how to extract your methodology:
#1. Start with Your Ideal Customer Avatar in Mind

By now, you should have your customer avatar in mind. I

t’s the first step to become relevant in your market. If you haven’t developed it yet, then
make sure to complete the 360-Degree Customer Avatar lesson to have a complete picture
in mind and understand your customer better than most of your competitors.

#2. Outline Your Process to Go From Point A to Point B

Whether it’s your current customer or somebody that you want to attract, you want to es-
sentially start writing for your ideal customer, step by step how you would help them.
So, I am in this step and I did this and that, then this step is done. Now we’re into the next
step, then the 3rd step. In the end, you might end up having 27 steps for everything that’s
there.
To simplify it for you, I want you to think about the last one or two or three clients you had.
How did you actually get results for them? I want you to go step by step by step by step.
Take pieces of paper, spread them all over a table, and write down and link each part of the
process step by step by step. What is the common thread? Why do all of these things go
this way? And so on.
Then I want you to take a new potential client.
I want you to map them inside of this and think, “Okay, I would do this. I would do this. I
would do this,” and then you’re going to have a process.


#3. Simplify The Process
After you completely map out the steps that need to be taken, the next step is to simplify it.
You want to start taking them and putting them into groups.
For example, relevancy is all about offer development, all about avatar, audience, messag-
ing, positioning, and all the things that you’re essentially learning in this Path.
And so at the beginning, it was all these steps. Then I started thinking here’s what makes
someone relevant. And these pieces of the puzzle are now under relevancy.
When I started my own methodology, the SSF method, that methodology came along be-
cause it was the Sidewalk, Slow Lane, and Fast Lane.
What ended up literally happening for that methodology was that I thought, “Well, here’s
the mindset of a customer when they’re not ready to buy, here’s somebody ready to under-
stand more about themselves, and here’s somebody that’s looking for a solution. What’s an
easy way to be able to describe those three people so that somebody can get it quickly?”
And that’s an important principle of simplification; you can use metaphors and categoriza-
tion to develop something that’s very complex yet easy to understand.
The ROI method is very complex, but it’s also very simple for someone to understand.

#4. You Need to Get It Out There as Quickly as Possible

The first thing to do once you have the methodology created is to start sharing it with peo-
ple. When it comes to putting it out there, you can use Facebook ads, you can use your Face-
book group, you can use email, you can use Instagram, you can use whatever it might be.
One important thing you need, at least at the beginning, is to have as much live interaction
as possible, be that a webinar or hopping on a phone with current or previous clients or peo-
ple you respect in the market.
Whatever it might be, the more intimacy that you have at this point, the faster you’re going

to be able to get to the version that you want to put your money behind, that you want to
put your marketing behind.
If you want my recommendation, I’d suggest you go with:

9 Clients you’re already working with and who know you (on the phone)
9 Potential clients you may work with (on the phone)
9 Live webinars for your audience
9 Live webinars for people who don’t know you but have the same problem

#5. Notice the Feedback and Iterate Until You Find a Winner
When you talk about your methodology for the first time, notice the feedback to validate
whether you nailed it or not.
Here’s how this looked when I wanted to validate the SSF method in 2015. The very first
time that I ever talked about the SSF method, which was 2015, I just put it out on a webi-
nar once, and from that webinar, for the most part people had a lot of good feedback, and I
thought, “Oh, well that’s really interesting.”
Then I got on the phone with some of those people and I brought them through it and they
said, “Oh my God, that makes so much sense.”
So if you bring someone through your methodology, and they say, “Oh my God, this is so
good, this makes so much sense, it creates clarity,” then you’ve probably nailed it.
If they seem more confused, then you want to figure out why they’re confused.
You need to understand that everything we do when it comes to putting a methodology out
there is all about clarity. Clarity over sexy.
The ROI method just happens to be sexy.
Some of the things that I’ve developed ended up being sexy, but I always go for clarity be-

fore sexiness.
So take the time. Get it out there, see the feedback, and once you have a winner, move to
the next step.

#6. Naming Your Methodology

In terms of the name, there are a lot of different routes you can take. With the ROI method, I
will say we ended up on something good.
I was driving in the car, I was thinking about all this and I was thinking about relevancy and
omnipresence.
I was thinking about how to tie in sales and thought of “ROI” and then I knew, “Oh my God,
that’s it.” But that took a while to figure out. And so the name can evolve.
I had the SSF method, I realized I wanted to change it to something a little bit more intelli-
gent, I’ll say, in terms of naming. I ended up changing it this year to the “3 Lane Marketing
Method,” as I said.
Then I had this whole idea of relevancy, but that wasn’t really enough. I needed something
besides that. It took probably nine months since I originally had the idea and I thought,
“Yeah, I want to do this,” to move from just the SSF method to the ROI method, as well as a
lot of sessions in person talking to people and that type of thing.


#7. Start Looking at Different Graphical Elements
Once you have the method simplified, you need to think about different graphical elements
to include.
People typically will end up understanding information in graphical elements better. Then,
start playing around with different ways of being able to present that to someone.
Just like the SSF method. We had a dozen versions of how to show that until I created the
latest version, which is now the 3 Lane Marketing Method.

#8. Evolve Your Methodology

Once you nail your methodology and people resonate with it, you don’t want to stop there.
You need to keep evolving it, which will happen naturally when you talk about it more, ex-
plain it more, and implement it with dozens of clients.
Your ability to articulate it will be much better as you continue talking about it.
The ROI method is continually evolving as I’m learning new things and as I’m seeing new
things. Most of what’s in there isn’t law. It’s a theory, always subject to new information.
Of course, I would say that it’s a theory that’s backed up by a lot of results, but there are
different pieces that have changed over the time since I first talked about it in 2017-2018.
It’s always going to evolve. It’s always going to be taking on new forms as it moves into the
future. It might change names just like when I talk about marketing messaging in relevancy,
which was the SSF method.
Then that became one small piece of the full methodology that of course covered all mar-
keting and sales versus just this one small piece.
As time goes on, as you evolve and grow, you’re going to think, oh, this is this missing piece
that I need to add. That might change the name. It might even change the entire concept.

You might even get to the point where you say, you know what, this doesn’t make sense in
the market anymore and it needs to evolve.
Good ideas, like human beings in general, are always growing and evolving.

LESSON 8
YOUR OFFER
Here is where we start thinking about your offer. You may be developing an entirely new
offer or simply improving or revising an existing offer. Either way the key to a great offer
resides in
Rather than there being 2 or 3 components that make up of your offer there are a set of
questions, in 3 or 4 categories, that will help you develop a strong offer that your ideal client
loves and wants to buy.
The category of questions include:
9 Problem the offer solves

9 How the offer solves the problem
9 Positioning your offer
If you already have a great offer, this should take you few minutes. If you’re just starting,
this is a good place to start. If you want more help with developing your High Ticket offer,
check out the High Ticket Launchpad course.
This is the same Worksheet that my high-end clients have to go through when they start
working with me. So take the time to finish this one
Here are a few questions to help you think about your offer.
What pain is your offer solving?


What is the outcome of your offer?

What do they want to solve their problem?

What do you need to include inside the offer to make solving the problem easier?

What type of support do they need to achieve the outcome?

What is the most effective way to deliver on the transformation?

Can you ideal customer afford and implement?

Which reason is your prospect
Make money
Save money
Stay out of immediate danger/pain (jail)
Have a better life
Is your offer something they want or need?


What are the benefits of your offer?

What are the features of your offer? Include the value of each feature.

What is the total value of your offer? What is the price point you want to sell it for?

What are some possible names for your offer?

Now let’s take what you brainstormed and finalize your offer: craft your pitch. Write 1 to 5
sentences as if you were talking directly to a prospect. This is not designed to get someone
to say yes. You will likely need more than 5 sentences to do that. The pitch is designed to
say enough to spark interest and may the right person want to know more.
HINT: Don’t spend your time focused on the feature or vitamin. Start with the benefits or
the painkiller.

REMEMBER: Share your offer and your statement inside the community

CHECKLIST
You did it! You made it through all 6 modules.
One last thing to help ensure you’ve gotten the most out of the relevancy modules.
RELEVANCY TRACK CHECKLIST

Here is a quick checklist to keep track of where you’re at or where you might need some
additional support:
I have gotten clear on my ideal avatar

I have gotten clear on my unfair advantage
I have gotten clear & developed my positioning statement
I have gotten clear & developed my messaging for my slow lane avatar
I have gotten clear & developed my brand story
I have gotten clear & developed my methodology
I have gotten clear & developed my methodology visually
I have gotten clear & developed my offer.

Relevancy Path Workbook

Uploaded by

Copyright:

Available Formats

Relevancy Path Workbook

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Relevancy Path Workbook

Uploaded by

Copyright:

Available Formats

RELEVANCY

THE ACCOMPANYING WORKBOOK

Modern Business Academy // 1

This workbook accompanies our Relevancy Path

Modern Business Academy // 2

A couple quick questions to get you started:

1. Who is your current avatar?

3. What is not working well with your current clients?

Modern Business Academy // 3

Modern Business Academy // 4

But a quick word of caution:

With that out of the way, let’s dive in…

Modern Business Academy // 5

Set aside some time to answer the following questions:

Modern Business Academy // 6

THE PAIN AND PROBLEM:

Modern Business Academy // 7

Modern Business Academy // 8

Modern Business Academy // 9

Modern Business Academy // 10

Modern Business Academy // 11

YOUR UNFAIR ADVANTAGE

Intimacy Method to unleash it and capitalize on it.

So how do you extract it?

Your Unfair Advantage is a combination of:

Modern Business Academy // 12

Modern Business Academy // 13

9 Maintaining my career while battling mental health issues daily.

Modern Business Academy // 14

9 Building career confidence when all you can do is doubt yourself.

Modern Business Academy // 15

Modern Business Academy // 16

Here are the 5 major questions to ask yourself

1. Who do you want to serve?

Modern Business Academy // 17

This is what positioning comes down to.

Modern Business Academy // 18

Modern Business Academy // 19

Your Ideal Customer Worksheet will come in handy here!!

It’s not complicated, but it takes time.

How to Test Your Seven-Second Positioning Line... Fast

Modern Business Academy // 20

Now you have your foot in the door.

Use Your Seven-Second Line to Make Your Audience Contextualize

Modern Business Academy // 21

To achieve this alignment there are 3 components:

9 P’S OF MESSAGING EXERCISE.

Let’s dive in…

Modern Business Academy // 22

What happens for them externally? Internally?

That’s the idea behind illustrations. Try yours below:

Modern Business Academy // 23

THE STAKES AND CONSEQUENCES:

Modern Business Academy // 24

WHO YOU ARE:

Modern Business Academy // 25

Modern Business Academy // 26

Modern Business Academy // 27

SLOWLANE FUNNEL MESSAGING: