CONTENTS PAGE


Choosing Your Expert Niche………………………. Page 02


Pitch Templates ……………………………………. Page 13

Visibility Checklist ………………………………… Page 18




1st Quarter Marketing Plan 

Mock-up for Expert Business ……………………… Page 26


1
EXPERT NICHE


You’re ready to build your expert business!




Now let’s pick your expert niche.


Do an idea dump. What ideas do you have for an expert niche?

2
Walk each niche idea through the following questions. Add 1 point to each condition the niche fulfills.

Niche idea 1 Niche idea 2 Niche idea 3 Niche idea 4 Niche idea 5 Niche idea 6 Niche idea 7

Are there
money flows
within this
niche? Are
people willing
to pay for
solutions?

Are people
actively looking
for solutions to
the problems
associated with
this niche?

Are there
others who
have
successfully
monetized this
niche
regardless of
the business
model they
used?

Is this an
urgent problem
that they need
solved?

3
Continued… Niche idea 1 Niche idea 2 Niche idea 3 Niche idea 4 Niche idea 5 Niche idea 6 Niche idea 7

Is there a big
enough
marketplace
for it?

Do you want to
be associated
with this expert
niche for the
next 3–5 years?

Can you see

yourself writing
or researching
about this
expert niche for
the next 3–5
years? Are you
eager to learn
more about it?

What are you

most excited
about
specializing in?

Where can you

establish
yourself with
the least
amount of
effort?

4
 Continued… Niche idea 1 Niche idea 2 Niche idea 3 Niche idea 4 Niche idea 5 Niche idea 6 Niche idea 7

What are you

already known
for?

Is this a niche
that is poorly
served by
competitors or
existing players
in the market?
Is there an
opportunity
gap that you
can fill?

Is this a niche
that has a
growing
demand?

Are you able to

reach your
audience?

Total



State your final expert niche: ………………………………………….




5
Why is being seen as an expert important to you?


What milestones do you have? Think of a 90-180 day timeline.


Who are the experts in this niche? Make a list of the email lists you have to join as well as the blogs you have to follow.


6
Do a SWOT (Strengths - Weaknesses - Opportunities - Threats) analysis of competitors in the same niche for each of these factors:



- Marketing

- Content (Channels they use, depth of content, opportunities)

- Process (How they deliver their process, uniqueness)

- Customer Experience & Relationship (Level of support, repeat customer base, loyal readers)


! Marketing comprises of 6 different tasks:


Identifying your target audience

Attracting them to your site
Capturing your target audience
Nurturing that target audience
Converting them to buyer
Turning them into brand advocates


7
 Name of Marketing Content Process Customer Experience Relationship
experts/
competitors

8
CONTENT

What will be your primary content delivery channel?


On which social channel(s) will you promote your content? Are you confident that your audience actively use this channel to seek
information?

9
Fill in the types of content you are lacking at each of these different phases?


ATTRACT (AWARENESS)

CAPTURE (INTEREST)

ENGAGE (CONSIDERATION)

CONVERT (PURCHASE)

RETAIN (REPEAT PURCHASE)

10
What sites will you curate content from?


11
AUTHORITY ARCHITECTURE



What can you do to build authority? List strategies that you are excited about trying from the book, and those that you can
implement quickly.

12
What sites would you like to borrow authority from. Click here to access the Google doc to work through the point system
recommended in the book. Remember to save a copy or download to your own drive or computer. 


13
PITCH TEMPLATES



PITCH TEMPLATE 1: USED FOR COLD PITCHES

Hi, [first name of editor].


I know you get a lot of emails from people looking for your insight, so I’ll keep this short. 



I’m [your name] with [your brand]. I love the content on your site and always refer to it when I’m looking for advice about [topic].


I’ve been published on [state which sites with a link back to the article]. I would love the opportunity to be able to contribute to
the [name of site you’re pitching] community as well. 


I have an idea for a guest post that your readers will find interesting. The topic I’d like to propose is [state title of topic].


In this post, [give a gist of the topic and the subheads].


As per your submission guidelines, I have provided the [state what you are attaching with the email or document; e.g., Google
Docs link, pic attachment, or alternative headlines].



This post will dive deeper into the topic of X [state topic] and complement these two other posts on your site. 



[Links to site]


I hope you’ll find this to be a good fit for the site. Thank you so much for your time and consideration.

[Your name]


[Professional signature at bottom of email]

14
PITCH TEMPLATE 2: USED FOR WARM PITCHES WHEN THEY ARE FAMILIAR WITH YOUR NAME



Hi, [first name of editor].



How are you doing?


I hope my name rings a bell. We’ve connected on Twitter and in your blog comments several times. I’m a huge fan of your work
and as you know, regularly share your posts because they are super detailed.

I’ve been contributing guest posts to several communities like [include names of sites you’ve been featured] and would love the
opportunity to contribute to the [name of host’s] community as well.

I wanted to check if you are open to considering a guest post on one of the topics below?

[Include topic titles and subheads or bullet points]

For both topics, I will give screenshots with examples from other sites. I’ll also propose alternative headlines for the chosen topic.

I hope you’ll find the topics to be a good fit for [name of community]. Do let me know what you think.

Thank you so much.

[Professional signature at bottom of email]


15
PITCH TEMPLATE 3: WARM PODCAST PITCH


Hi, [first name of podcast host].


I’m a huge fan of your podcasts, and your show has helped a ton with my business. I’ve been recommending several of my friends
to listen in to your show and left a review on iTunes as well. 



I’m [your name] with [your brand].


I’ve been published on [state which sites with a link back to the article] and have also been on several of these shows [links to
shows]. I was listening to the last two podcast episodes and had a couple of ideas about [state topic]. These would really
complement these episodes that you did [links to episodes].

Here are a few ideas I came up with for your audience:

1.

2.

3.


I love sharing more about [state topic] because [how is it helpful for their audience]. I’d love to know if you’d be keen on chatting
about this on your show?


And, of course, I’d love to promote this podcast to my own audience. I can send a solo email to my email list of [number on email
list] and promote it on social media. I currently have [Twitter followers], [Facebook fans], [Facebook group members], and
[LinkedIn connections].


If you have a calendar link, I’d be happy to find a time that works for both of us to chat. Just in case, here’s my own calendar link
[calendar link].

You can reach me any time at [email address]. My Skype ID is [Skype ID], and you can also find me at [link to your site].

16
Thank you so much for reading through my information. I look forward to connecting soon!

[Professional signature at bottom of email]




ROUNDUP POST



Hi, [Influencer's first name]. 


Hope this email finds you well. 


My name is <your name> with <your brand>. I wanted to let you know that I’ve enjoyed reading your blog, and I’ve learned a lot
about <mention specific topics/ articles>.


I know you probably get a LOT of emails from people looking for your insight, so I’ll keep this really short. 


I'm about to publish a new <type of content/blog post/e-book> on <topic> and wanted to know if you'd be willing to share a
quote? 


You've talked about your experiences on <state topic> before, so I think your quote and thoughts on <topic> will provide a lot of
value to readers. 


If you'd like to share your thoughts and a quote, I'll add your quote to my <type on content> and share it with you after I publish it
on my site. 


Just to let you know that <name-drop other micro-influencer> will also be providing her thoughts.

Could you reply with the quote you'd like me to use by [date]


Thank you so much for your time. Take care.




<Your name>


17


INFORMING INFLUENCERS



Hi, [Influencer's first name].



Hope things are going well.



I’m <your name> from <your brand>. 


I wanted to let you know that I’ve enjoyed reading your blog and have learned a lot about <mention specific topics/articles>.


I have a new blog post on <enter title>. I mentioned your <blog post/quote> from <blog article source> because <reason why>.



Here’s a link to the post:


Thank you so much for the work you create and if you have any thoughts or comments on the post, I’d love to know!



<Your name> 


18
VISIBILITY CHECKLIST


People land on your home page and know within 5 seconds if the site’s for them 

- You have a positioning statement. You call out your audience in your header, or you have a visible tag line

You have testimonials or credibility logos on your site 


- Don’t just put them on your home page but place them on your about page or landing pages for your opt-in incentive

You have a Gravatar image

Your social media profiles are consistent 


- They have the same header image

- You’re using the same profile picture in all of them. You're using the same brand colors

Your ‘About Page’ includes a photo of yourself? 


- The photo you use should be aligned with how your brand is perceived. Or if you’re starting out, how you want your brand to
be perceived.

You have opt-in forms (at the minimum) in all these places

Below or on the header


Side bar

Footer

Bottom and middle of your posts 

Exit Intent or scroll pop-up

Your lead magnet is specific to your target audience

19
You have a favicon – that little icon that you see in the tab of your web browser

Your website doesn't look aged or like it's from the 1980s. 

- If you’re not sure how your website fares, get a free review onPeek by UserTesting.

You have a professional email address. 


- If you want to look professional, get an email with your domain: name@yourdomain.com. G Suite has this for $5 a month
and they even help you run through the set- up over phone.

People can find your business through your personal Facebook profile?


20
What systems or assets is your expert business in urgent need of? Make a list of them.


21
1ST QUARTER MARKETING PLAN FOR YOUR EXPERT BUSINESS

Note: The following marketing plan is a sketch of how the different pieces we discussed in the book would come together. This
marketing plan assumes that your main content medium is a blog. The publishing frequency will be fortnightly with an emphasis
on publishing content on other sites. There is also an emphasis on email marketing. The timeline given in the marketing plan is an
estimate and is in no way fixed or an indication of how much time it will truly take to complete a task. Everyone has different
schedules and capacity to work on building their expert business. This is purely a sample that you can use to build your own plan. 


22
MONTH 0

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

1 2 3 4 5 6

Implement Minimum viable Content Plan

7 8 9 10 12 13

Implement Minimum viable Content Plan Prepare opt-in incentive

14 15 16 17 18 19 20

Implement Minimum Viable Site (About, contact) Start piecing together rest of MVEM

21 22 23 24 25 26 27

Prepare pitch spreadsheet (Link)

Start piecing together rest of MVEM

28 29 30 31

Start piecing together rest of MVEM

23
MONTH 1
Sunday Monday Tuesday Wednesday Thursday Friday Saturday

1 2 3 4 5 6
Create images/content to promote content pieces + opt-in incentive on chosen social media platform

Prepare chosen social media platforms (header, profile etc). Schedule first few content pieces

7 8 9 10 12 13
Pitch/Research Day
Write
Pitch/Research Day Take the Visibility Checklist to
ensure all points are met

14 15 16 17 18 19 20
Share content from micro-influencers in pitch spreadsheet (get on the radar)

Pitch/Research Day Write Pitch/Research Day

21 22 23 24 25 26 27

Pitch/Research Day Write

Pitch/Research Day
Work out editorial calendar for blog/main content medium (3 month)

28 29 30 31

Write Pitch/Research Day

Pitch/Research Day

Work out email editorial calendar

24
MONTH 2
Sunday Monday Tuesday Wednesday Thursday Friday Saturday

1 2 3 4 5 6
Share content from micro-influencers in pitch spreadsheet (get on the radar)

Send 1st broadcast

Batch emails for the month
email to list

7 8 9 10 12 13
Extend nurture funnel from 3-7 emails

Pitch/Research Day Pitch/Research Day

14 15 16 17 18 19 20
Batch write 2 posts for your own content
medium Pitch/Research Day
Write
Pitch/Research Day Send 2nd broadcast
email to list
21 22 23 24 25 26 27

Pitch/Research Day Write Pitch/Research Day

PUBLISH POST ON Send broadcast

OWN SITE email to list
28 29 30 31

Pitch/Research Day
Pitch/Research Day Write

Send broadcast
email to list

25
MONTH 3
Sunday Monday Tuesday Wednesday Thursday Friday Saturday

1 2 3 4 5 6
Brainstorm first authority building activity
Send broadcast
email to list
Batch emails for the month

7 8
PUBLISH POST ON 9 10 12 13
Send broadcast
OWN SITE email to list
Write
Pitch/Research Day
Pitch/Research Day

14 15 16 17 18 19 20
Batch write 2 posts
Send broadcast
for your own
email to list
content medium Pitch/Research Day
Write

21 22 23 24 25 26 27

PUBLISH POST ON
Send broadcast
OWN SITE Pitch/Research Day Write
email to list

28 29 30 31

Implement authority building activity

26
 ENJOYED THE BONUS?



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