Here is a Mission Statement for a coaching program: 

[BEGIN MISSION STATEMENT]

Paste Mission Statement here.

[END MISSION STATEMENT]

Please use the template below to craft a webinar outline for the target audience of this Mission Statement.

Every time you see [outcome], insert an outcome that the target audience desperately wants - the more specific, compelling, and measurable, the better (i.e. it’s better to say “attract 5 new dream clients every week” than it is to say, “make more money”). When it comes to outcomes, please AVOID direct income claims. 

Every time you see [curiosity hook], insert either a “without” (i.e. without having to do something they don’t want to do) or an “even if” (i.e. even if something they are worried about might keep them from achieving the outcome).

Every time you see [without], insert  a “without” (i.e. without having to do something they don’t want to do). Every time you see [even if], insert an “even if” (i.e. even if something they are worried about might keep them from achieving the outcome).

Every time you see [dtsly], insert a question this audience could only answer YES to, that vividly describes the pain the audience is going through, what they've secretly been thinking, and / or the ineffective things they're doing to fix this. They need to be able to touch, feel, and see this - it should describe exactly what’s going on in their life that they are afraid to admit to themselves. Examples: "Do you sometimes look over at your husband and wonder what happened to your soulmate that you loved so much?" or "Do you wake up in the morning and look over at your husband, and even though he's only a few feet away, you feel like there are miles between you?" Use strong, compelling, emotional language throughout. High-stakes. Specific. 

Never, ever repeat outcomes or curiosity hooks - craft a new one every time you see [outcome] or [curiosity hook].

Every time you see [future pace], insert 1-2 sentences with a rich, vivid, cinematic and emotional description of how wonderful life is once they have the desired outcome. 

Every time you see [negative future pace], insert 1-2 sentences with a rich, vivid description of how horrible things will be in the future if they still have not solved this problem, and it’s only festered and gotten worse.

Every time you see [problem] insert either a upstream, midstream, or downstream problem that would affect this target audience at an early stage, middle stage, or late stage of their progress. Keep these problems ultra-specific and not especially obvious…the problem you choose should demonstrate that you really understand the nuances of what it’s like to be in this situation, looking for the desired outcome and failing. 

When you see [system 1], describe the first step on the path to their most desired outcome. When you see [system 2], describe the second step on the path to their most desired outcome. When you see [system 3], describe the third step on the path to their most desired outcome. When you see [system 4], describe the fourth and final step on the path to the outcome. All 4 steps should be creative, “out of the box,” counter-intuitive strategies that work. They should NEVER be obvious.

When you see [mistake 1], [mistake 2], or [mistake 3], describe a mistake or outdated strategy they may be following that is preventing them from getting the outcome. These mistakes should be the OPPOSITE of the steps in [system 1], [system 2], and [system 3]. For example, if this is a fitness coaching program, and if [system 1] is a detailed nutrition plan that’s customized for them, [mistake 1] should be something like following a one-size-fits-all diet, or an overly-restrictive diet.

Every time you see [benefit], stack a tangible outcome, emotional benefit, or deliverable that following [system 1, 2, 3, or 4] will give them, emphasizing how it improves their lives and solves their problems. 

Anytime you see [requirements] add in requirements for who is a fit for this program, with the understanding that we want to target successful people who have this challenge and want this outcome.

Every time you see [myth], insert a popular but ineffective strategy this audience is using to achieve the outcome. It should be something they’ve most certainly heard of, and have probably tried, and it should be the opposite of [secret].

Every time you see [secret], insert an out-of-the-box, different, or unconventional but highly effective strategy. It should be counter-intuitive, and should never be obvious. Choose something this coaching program teaches, as laid out in the Mission Statement above. And, this is VERY IMPORTANT - it should be the OPPOSITE of the [myth]. So for example, if this were a weight-loss program and the [myth] was “eliminating carbs from your diet” the [secret] would be “eating more of the right kinds of carbs”. Another example: if this were a program about how to connect with your child, and the [myth] was “trying to be their best friend” then the [secret] could be “seeing yourself as a stern, loving parent first.” 

Every time you see [reason], insert a reason why the [myth] is a terrible way to achieve the outcome.

Every time you see [dream], insert a rich, vivid description of the life they want. Paint the picture. Make it cinematic. Describe their ideal in rich, compelling detail so they can see and taste and touch it. 

Every time you see [nightmare], insert a rich, vivid description of something this target audience definitely does not want to happen - an outcome that represents absolute failure and their worst nightmare. 

Every time you see [value], insert a value (i.e. honesty, integrity, courage, etc) that is absolutely necessary if they want to achieve the outcome.  

Every time you see [identity], insert an identity that they want to step into that would be the most empowering conception of themselves they could possibly have. It should be something that would make it highly likely they would achieve the outcome if they fully stepped into and embodied this identity. 

Every time you see [hot person], insert the person or thing that they most need to influence in order to achieve the outcome. For example, if this were a coaching program about marriage, the hot person would be their husband or wife. If we were targeting coaches, the hot person would be their clients. If it is a health offer, the “hot person” is most likely their own body, or their health. 

Every time you see [struggle] give a rich, vivid description of a problem they are struggling with, and how this problem is showing up in their lives every day. 

Use the following template:

[BEGIN TEMPLATE PART 1]

Slide 1 

Title: How to [Outcome] in As Little As [Time Frame]…[without], and [even if]. 

Subtitle: A step-by-step game plan to [most desired outcome]…so you can [dream].

Slide 2

Who This is For… 

This is for any [target audience] or [expanded target audience] who are struggling with [biggest problem] and trying to [most desired outcome]. If you’ve ever wanted a step-by-step path to [outcome] and [outcome] [without], then pay very close attention because this has the power to totally transform your [situation].

Slide 3

What We’ll Cover Today

- A simple, 4-step game plan to [outcome] in as little as [time frame]…[even if]…

- The REAL reason why you’re struggling with [problem]…and what you can do TODAY to [outcome], [outcome], and [outcome]…

- Why [mistake] is the absolute WORST way to [outcome]…and a radical new approach that works 10x better…

- AND…a way to finally become the [identity] your [hot person] deserves, with all the [outcome], [outcome], and [outcome] that goes along with that.

Slide 4

My Promise to You

Here’s my promise to you: 

A start-to-finish game plan to [most desired outcome], so you can [dream] and [dream]. 

Slide 5

About Me 

- My name is [name], I’m the founder and CEO of [company name].

- Over the past [number] years, we’ve helped over [number] [target audience] [outcome] and [outcome].

- The VAST majority of our clients were able to do this [even if], [even if], and [even if]…

- Today I’m going to show you EXACTLY how they did it.

Slide 6

Does This Sound Like You? 

Before we get into all that, let me quickly check in with you so I can see where you’re at…does this sound like you? 

- [dtsly]

- [dtsly]

- [dtsly]

- [dtsly]

And most of all [highest-stakes dtsly question]? 

Slide 7

Well if any of that sounds like you, then I actually have good news, because none of those things are the real problem. 

Slide 8

The real problem is that you don’t have a system for [most desired outcome]. 

I’m going to hand you that system, right here in this video, but for right now, just understand this…

Slide 9

Once You Have It… 

Once you have it… 

- [future pace]

- [future pace]

- [future pace]

- [future pace]

AND…[highest-stakes future pace that is the opposite of highest-stakes dtsly question]. 

Slide 10

The Bottom Line: 

There’s a system that will allow you to [most desired outcome] [without] and [even if]. 

With this system, everything works. Without it, nothing works. 

That means everything you’ve been feeling - all the [negative emotion], all the [negative emotion], or all the [negative thought they’ve been thinking]…none of that is your fault. You just didn’t have a system. Now you will.

Slide 11

3 Mistakes

Before we get into the system and how it works, let’s quickly talk about what NOT to do…because if you’re like most [target audience], there are 3 huge mistakes you’re probably making. And you may not realize it right now, but those mistakes are destroying any chance you have of [most desired outcome]. And I can virtually guarantee you’re making at least ONE of these mistakes, if not all 3.

Let’s look at all 3 of these quickly right now. 

Slide 12

Mistake 1: [mistake 1]

The first mistake is [mistake 1].

- [reason mistake 1 is outdated]

- [reason mistake 1 is obsolete]

- [reason mistake 1 is just a Band-Aid that doesn’t address the real problem]

Here’s why this is MISGUIDED: [mistake 1] will lead you directly to [nightmare].

Slide 13

The Bottom Line:

Here’s the truth - there’s a better way to [outcome], without [sacrifice mistake 1 requires them to make]…and I’ll talk about what that looks like in just a minute.

Slide 14

Mistake 2: [mistake 2]

The second mistake I see people make is [mistake 2]. 

Now, look - you might be thinking [reason why they might think mistake 2 is a good idea]…but doing this is a recipe for disaster. Here’s why… 

- [reason mistake 2 is slow and inefficient]

- [reason mistake 2 does not address the real problem]

- [reason mistake 2 is actually harmful]

[full paragraph explaining the negative short-term AND long-term consequences of trying to follow mistake 2].

Do you see why that’s so destructive when you’re trying to [most desired outcome]? 

Slide 15

The Bottom Line: 

What you need to do instead is to [tease the idea behind system 2]…and I’ll walk you through how to do that in just a second.

Slide 16

Mistake 3: [mistake 3]

The third mistake is [mistake 3].

[full paragraph explaining why mistake 3 is outdated, obsolete, just a Band-Aid that fixes the symptoms without fixing the root cause, and/or doesn’t work].

[full paragraph explaining the negative short-term AND long-term consequences of trying to follow mistake 3].

What you need to do instead is to use an approach that [rich, detailed description of the benefits of follow system 1, 2, and 3]…without [sacrifice they don’t want to make]. 

Slide 17

The Bottom Line: 

All of these strategies are outdated, ineffective, and downright destructive to your [situation]. So if that stuff doesn’t work, then what does?

That brings me to the system I mentioned earlier.

Let me walk you through it right now. 

[END TEMPLATE PART 1]

Use strong, compelling emotional language throughout. High-stakes. Go deep. Real emotional intensity. Pretend that you are the BEST direct-response copywriter on the planet.

Great job. Please continue with the next section:

[BEGIN TEMPLATE PART 2]

Slide 18 I call this the [cool name] system. It has 4 parts: 

- [system 1]

- [system 2]

- [system 3]

- [system 4]

Let me walk you through the whole thing right now. 

Slide 19 Step 1: [system 1]

The first step to [most desired outcome] is [system 1]. 

[full paragraph explaining the fascinating and out-of-the-box idea behind system 1 and why it works. This should be a big “a-ha” moment for the reader]. 

[full paragraph explaining how system 1 avoids the pitfalls of mistake 1,  and is a far superior solution].

Slide 20 Step 1: [system 1]

Here’s how you do this: 

- First, you [VERY specific instruction on how to execute this step]…

- Then you [VERY specific instruction on how to execute this step]…

- And then you just [VERY specific instruction on how to execute this step]…

This is so much smarter than [vividly describe the opposite of system 1], because it allows you to [outcome] and [outcome], [without]. 

Slide 20 Step 1: [system 1] When you do this right…

- [cinematic, detailed future pace]

- [cinematic, detailed future pace]

- [cinematic, detailed future pace]

AND…[highest-stakes, most amazing future pace]. 

This is the first step to go from [nightmare] to [dream]. When you have [benefit of system 1], then you have a solid foundation now to [most desired outcome]. 

Do you see why that makes so much more sense than [mistake 1]? 

Slide 21 Step 2: [system 2] 

Next, you need to [system 2].

[full paragraph explaining the fascinating and out-of-the-box idea behind system 2 and why it works. This should be a big “a-ha” moment for the reader]. 

[full paragraph explaining how system 2 avoids the pitfalls of mistake 2,  and is a far superior solution].

This way, you can [outcome] [without], [without], and [without]. Make sense?

Slide 22 Step 2: [system 2]

Here’s why this is working so well right now…

- What we’re discovering is that [new discovery that grounds system 2 in biology, brain function, current technology, or the current zeitgeist and trends].

- And this means we have a massive opportunity to [outcome] in a different way than [hot person] are used to…[without], [without], [without], and [even if]. When you do this right, [future pace], [future pace], and [future pace]…

Do you see why this is a much better way to [most desired outcome] than what everyone else is doing? 

[END TEMPLATE PART 2]  Use strong, compelling emotional language throughout. High-stakes. Go deep. Real emotional intensity. Pretend that you are the BEST direct-response copywriter on the planet. Go for it!

Great job. Please continue with the next section: 

[BEGIN TEMPLATE PART 3]

Slide 23

Step 3: [system 3]

Once that’s done, the next step is [system 3].

This is powerful for so many reasons…

- It’s a true expression of [value]…

- It allows you to show up as the [identity] that [hot person] needs most…

- You get to skip over [thing they don’t want] and go straight to [outcome]…

You see right now, if you’re like most [target audience], you believe [myth] and [myth]…

And if you keep seeing it that way, it leads straight to [nightmare].

Slide 24 Step 3: [system 3]

So instead, we [system 3]. 

Here’s how it works: 

- [secret]

- [secret]

- [secret]

This is incredible because right now, what your [hot person] really needs is [ground system 3 in the emotional needs of the hot person]. And [system 3] allows you to meet that need [without] and [without].

Over time, this creates [future pace] in your [situation]. Do you see how that works? 

Slide 25

Step 4: [system 4]

And then finally, once all of that is done, you need to [system 4]. 

Here’s how this gets you all the way to [most desired outcome]: 

[2-3 sentences explaining how system 4 takes them all the way to the most desired outcome].

Now, it’s really important that you execute this correctly. You need to: [2-3 sentences giving more detail on system 4 and how to implement it]. 

But when you’ve done that, you’re on a beautiful trajectory toward [dream]. Does that make sense? 

Slide 26

When Everything is Said and Done… 

When everything is said and done…

- You’ll [benefit of system 1]…

- You’ll be able to easily [new ability system 2 will give them]

- Your relationship with [hot person] will transform because of [system 3]…

- [future pace]

- [benefit of system 4]

AND…[big, beautiful benefit of the entire system].

Slide 27

The Bottom Line: 

Once you have this, you’ll have a start-to-finish system for going from [who they were when they had the problem] to [who they will become when they don’t have it] in as little as the next 8 weeks. 

SPOKEN: “Do you see how powerful this is? 

Like I said, everything you’ve been feeling - [negative emotion or self-sabotaging thought], [negative emotion or self-sabotaging thought], [negative emotion or self-sabotaging thought] - none of that is your fault. You just didn’t have a system. 

But now that you know this, you owe it to yourself and the people you care for to start using this system to [outcome] and start feeling [most desired emotion] starting TODAY.” 

Slide 28 Now

You Have a Choice…

SPOKEN: “You can keep on…[vivid description of the nightmare of continuing to have this problem]…dealing with [negative consequence], [negative consequence], and everything that goes along with that…” 

“OR…if you want to [benefit], [benefit], [outcome], and [outcome]…and finally [most desired outcome]…then here’s what I have for you…” 

Slide 29

How We Can Help

My team and I have set aside some time in the next 24-48 hours to speak to you personally about how you can apply this system to achieve [most desired outcome] starting today. 

Here’s how that works: we’ll get on Zoom for about 45 minutes. You can tell me everything you’re struggling with and everything that’s not working. And on this call, we’ll put our heads together and come up with a step-by-step game plan for you to completely overcome [biggest problem], and [outcome] and [outcome]…faster than you ever thought possible. 

SPOKEN: “And if you want my help to implement that game plan so you start seeing progress right away, we can talk about how to make that happen. If not, that’s fine too. Either way, my goal for this call is to show you what your EXACT next steps should be to [outcome] and [outcome]…[without].” 

Slide 30

Who This is For

And by the way, this is not for everyone. I have two very strict requirements you MUST meet in order to be eligible for this free session: 

1. One, you must be a [target audience] who [requirements]. If that’s not you, please exit this page now. 

2. Two, you must be serious about achieving [most desired outcome], and be willing to invest what it takes to make that happen. I’ve helped over [number of clients] just like you achieve [outcome], but it takes an investment in yourself to make that happen. If you’re not willing to do that, then I can’t help you. 

But if you ARE a [target audience], and you [re-state requirements], AND you’re serious about [most desired outcome] and you’re willing to invest what it takes to make that happen, then click the button under this video and schedule your FREE Breakthrough Session now. 

Slide 31

Click Below

Just a few short weeks from now, you could [vivid and cinematic description of how they will look and feel when they’ve achieved the outcome], feeling [most desired emotion] and knowing that [thing they most want to be certain about], and that you are becoming the [positive identity], [positive identity], and [positive identity] you were always meant to be. 

Don’t wait. Book that call now. 

I’m NAME, and let’s talk soon. 

[END TEMPLATE PART 3] 

Use strong, compelling emotional language throughout. High-stakes. Go deep. Real emotional intensity. Pretend that you are the BEST direct-response copywriter on the planet. Go for it!