29. Putting It All Together

Phew, that was a lot.

I’m proud of you for getting through it all.

So what now?

Well, now I think we should see how all of this goes together. The theory is great, but how do you put everything that you’ve just learned into practice?

First, we have to remember the System of Business.

  1. Get them to notice you
  2. Get them to pay attention to you
  3. Get them to trust you
  4. Convert that trust into money

EVERYTHING that we do should apply to one of these things at least. If we are doing stuff that doesn’t apply to this stuff then what’s the point?

Hint: there is no point then.

So what do we need?

Well, remember that a business only needs an audience (the Hero) and an offer (the Transformation).

That’s it.

This is where a lot of people get tripped up because they pick a niche without much thought and run wild only to find that their niche doesn’t support their financial goals.

Or they do the opposite and spend forever trying to pick a niche.

Remember, your niche is your audience and your audience is your Hero.

With that in mind there are two different approaches you could take.

  1. Do the Hero exercises and that Hero will define your niche
  2. Do some topic-work to see what things you’re interested in and check for opportunities.

It doesn’t matter which approach you take because you’re going to do be doing both anyway. If you do your Hero first then you’re going to end up doing research on the topic(s).

If you do the topics first then you’re going to do the Hero work afterward.

Once that’s established we like to look at the System of Business and work backward.



You see, most people just dive right into the content creation. They want to start a blog or do YouTube and they just start creating content.

That’s great, but that also means that a lot of content is going to be wasted because it doesn’t serve a purpose for your system.

So instead, if we work backward we can make sure that everything falls into place.

4. Convert Trust Into Money

In this case, the business model is to create an offer that your Hero wants. Remember, this offer is something that guides them to a transformation.

It can be a high-priced offer, a mid-priced offer, or a low-priced offer. Over time, you can have a number of different offers (we call this your Offer Portfolio).

Your offer could be coaching. It could be a product. It could be an affiliate product if you want to try that route. It could be an event. There are a ton of options here.

But if you start here, then you actually have an opportunity to make money early on with your business because there is something for people to buy.

You aren’t waiting for 50,000 page views or 10,000 subscribers.

Example: You’ve created a video series that will help people do their own car maintenance at home.

3. Get Them to Trust You

With the offer in mind ( you don’t have to stop everything until you’ve completed the offer, it might take some time so there are still other things you can work on) you can begin to work on the 3 aspects of your mid and bottom funnel.

  1. The sales page
  2. The email sequence (telling stories to increase trust and eventually make the sale)
  3. The opt-in (what you use to get people to sign up for your mailing list)

Example: Your opt-in shows people how to do a quarterly maintenance routine on their car.

2. Get Them to Pay Attention to You

This is where you really need to bring value and for most people value comes in the form of content that helps people with a transformation. This phase can also tie into the 3rd phase and the 1st phase depending on the platform that you choose.

For example, if you choose to do YouTube content, then people will notice you on YouTube and they have the opportunity to go through all of your videos which can increase their trust in you.

So in this phase what you’re doing is mapping out the content that is related to the journey that your Hero is going to take when they buy the offer.

You’re also going to decide what platforms you wish to use for this content (a blog, YouTube, Instagram, a podcast, etc).

Example: You create blog content that tackles small maintenance tasks for cars.

1. Get Them to Notice You

Here is where you do your marketing and promotion.

If you’re blogging then you’d want to focus on SEO and potentially Pinterest. If you’re on YouTube then you’d want to get good at YouTube SEO.

But because you have all of the other phases in place, you can do a much better job in this phase.

System vs Tactics

Hopefully now you can see the true difference between the system and the tactics. Each of the phases above can be achieved through multiple tactics.

There is no one true tactic that is best.

That’s why building an online business is so fun. You get to cater your journey specifically to you.

But this is also why it can be difficult. Just because one person uses a tactic to succeed doesn’t mean it will be the best one of you.