1. Behind-the-Scenes of a 7-Figure Business
Presentation by
Courtney Foster-Donahue

2. The Pattern in All the Businesses From 0 to 6 figures quickly
From no-name to waiting list fast
All with next to no start-up budget
Facebook as the hero platform
Three things in common for all our businesses:
Playing for the long game.
Starting small, then scaling.
Utilizing action triggers.

3. Why Facebook? 2 billion users in all kinds of demographics
Multiple formats to leverage:
Organic content
Pages, groups, FB Live
Open to the world (wide web)
Ads
A chance to amplify your message
Low barrier to entry, low cost, HIGHLY targeted, high ROI
A place to build know, like, trust and find the highest quality leads for the least effort
Why Facebook?

4. Playing for the long game Consistency + success run hand in hand
Running a marathon, not a sprint
Thinking of how we’re going to feed ourselves next year, not just next week
Measuring results in context of the big picture, not inside a vacuum
Showing up every day.
Every. Single. Day.
When you play for the long game, you can also improve your short term results

5. Playing for the long game On Facebook:
Posting daily, even with little engagement
Livestreaming even with no audience
Posting content that is fuel and not just filler
Serving before selling
Warming up an audience first before pitching them
Focusing on growing your business, not just your page likes

6. Starting small, then scaling
Always asking yourself:
Where do I want to be in [time frame]?
How do I get there through my actions today, tomorrow, this week, et al?
Strategizing for that outcome with everything in your business: your critical events, your content, your marketing efforts, etc.
Content should be fuel rather than filler.

7. Starting small, then scaling
On Facebook:
Using an editorial calendar
Talking about and around the problems that your product or service solve
“Priming the pump”
Facebook ads that warm and nurture
Builds custom (warm) audiences
Start with small ads budget, then scale once it’s effective
Small deposits of time and energy yield big results.

8. Action Triggers Action Triggers… Incite action and build momentum
Encourage consumers to act quickly and specifically
Provides quick and specific feedback for your products and services
Allows you to improve products and services quickly and specifically
Spreads brand awareness
Most ineffective sales processes are missing action triggers

9. Action Triggers Scarcity: Limited amount: “First 50 people”
“Only 20 spots available”
“First come, first served”
“Small batch”
“Limited edition” or “limited quantity”
“Reservations are required”

10. Action Triggers Urgency: Limited time: “Cart closes on October 25”
“Only open for two weeks”
“Only available twice a year”
“This offer expires on May 2”
“Today only”
Black Friday, Cyber Monday, et al.

11. Action Triggers Exclusivity: Limited opportunity: “Members only”
“Only available with [frequent shopper’s card]”
“Application only”
Niche limitations
“VIP’s only”
“Launching to my list/group exclusively”
Promo codes

12. Action Triggers Why action triggers? Increases brand awareness
Increases conversions and conversion rates
Speeds up feedback process (larger sample means more feedback)
Gets you out of “beta” faster
Empowers consumers to take action on what they ultimately want
More financially satisfying for business owners
Makes measuring success of marketing efforts easier and more streamlined

13. Action Triggers Marketing vs. Manipulating:
Leading with the business’ best interests…
rather than the consumers.

14. Products-based businesses:
Action Triggers
Products-based businesses:
physical products
Promo codes (exclusivity + urgency)
Frequent buyer club (exclusivity)
Limited edition items (scarcity)
Seasonal or holiday sales (urgency)
Deadline for custom work (urgency)

15. Brick-and-mortar businesses:
Action Triggers
Brick-and-mortar businesses:
Promo codes (exclusivity + urgency)
Shopper’s card (exclusivity)
Limited edition items (scarcity)
Seasonal or holiday sales (urgency)
Door busters: “First 50 people” (scarcity)

16. Service-based businesses:
Action Triggers
Service-based businesses:
Offer at end of webinar (exclusivity)
“Booking spring sessions/appointments”(urgency + scarcity)
Promo code (urgency and exclusivity)
Deposit deadline to secure spot and/or quoted rate (urgency)
“Book soon — calendar is filling up fast!” (scarcity)
“Only 5 spots left for this month” (urgency + scarcity)

17. Action Triggers Digital products businesses:
Online courses, programs, products
Cart open and close dates (urgency)
Available only a set number of times a year/quarter/month (urgency)
Price increases on set date (urgency)
Only accepting the first x people (scarcity)
Only opening it up to a Facebook group and/or waitlist (exclusivity)
Application-only (exclusivity)
Evergreen webinar that only streams a set number of times (urgency + scarcity)
Offer only available on page — upsell usually (urgency)

18. Lack of Action Triggers:
Urgency: When your products and services are available whenever, your potential customers will buy them whenever.
Scarcity: When you have an endless supply, you decrease and/or devalue the demand.
Exclusivity: When you make an opportunity open to everyone, you remove the value of the opportunity.
Lack of action triggers breeds complacency, and ultimately creates lukewarm feelings towards your brand.

19. Action Triggers Avoiding “Icky”
Action triggers are not straitjackets; they are guardrails
They shouldn’t constrict, intimidate, or manipulate
They should empower consumers
ALWAYS act from the best interests of the consumers, not the best interests of the business

20. The Results? 3 6-figure business 1 7-figure business
Facebook = top referral source
Quality leads
Fast know/like/trust
More informed customers
High converting ads help us reach more
Refined strategies, systems, and frameworks that apply to any business that wants to use Facebook to grow and even scale
Massive capacity to scale

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The cart closes this Wednesday at 11:59 PM Eastern
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25. Prizes!!!