Transform your ideas into unique IP using this framework.

Every idea
THE CONTENT CRUSHER or topic in your webinars, lessons, training courses, books or other
forms of content should consist of several Content Crushers.

1 - single topic or idea - CONCEPT TITLE - best-selling book - 3 MODEL METAPHOR 4

- drawing - - chart - - framework- - picture - - analogy -
Topic: ___________________________________________________________
WHAT

Title: ____________________________________________________________

Promise: _________________________________________________________

WHERE
2 - frustrations - TRANSFORMATION - goals & desires - 5 CONTEXT

From: To:

1____________________________ 1____________________________
WHY

2____________________________ 2____________________________
L R
6 STEPS STORY 7
- process - - checklist - outline - - case study - - example -
3____________________________ 3____________________________

8 CHOICE ACTION 9

HOW
WHEN

- the hard way - - the easy way - - download - - signup -

Copyright 2015 The Fletcher Method

 Transform your ideas into unique IP using this framework. Every idea
THE CONTENT CRUSHER or topic in your webinars, lessons, training courses, books or other
forms of content should consist of several Content Crushers.

1 - single topic or idea - CONCEPT TITLE - best-selling book - 3 MODEL METAPHOR 4

- drawing - - chart - - framework- - picture - - analogy -
Topic: How to generate a converting lead magnet
WHAT

Title: The Ultimate Lead Magnet Like a robot working for your
business 24/7 selling on autopilot
Promise: Generate 10X more qualified leads for $1.00 or less

WHERE
2 - frustrations - TRANSFORMATION - goals & desires - 5 CONTEXT

From: To:

1 Most lead magnets are boring 1 Can generate explosive growth

WHY

2 Difficult to consume 2 Does the heavy lifting (positioning)

L R
6 STEPS STORY 7
- process - - checklist - outline - - case study - - example -
3 Dead end - don’t advance sale 3 Evergreen resource - automatic
1 One problem - completely solved

2 Position yourself as the authority

8 CHOICE ACTION 9
3 Time-friendly (easy to consume)

HOW
4 Incomplete - part of larger journey
Register for webinar
5 Next step- advances the sale
WHEN

- the hard way - - the easy way - - download - - signup -

Copyright 2015 The Fletcher Method