Jon Buchan – The Everything I’ve Ever Made Stash

Here’s What You Get:

Always Be Winning

The Original Unorthodox Lead Generation & Marketing Course
(Value: £1,999 & HUGELY SUCCESSFUL)

Always Be Winning puts you in a position where you are never worried about how you’re gonna find new clients. You’re always going to have opportunities.

You can get in front of any type of business. It doesn’t matter if it’s a local business, an exciting and innovative start up, or even a global brand. You can meet any type of person – even if they’re a journalist at a national publication, an industry expert you look up to, or the CEO of a gigantic corporation.

You will be able to open opportunities for yourself whenever you want… and when you’re able to do that, life gets really exciting.

I never thought I’d give this information away, which I guess is why I sold it instead.

Always Be Winning comes in 4 modules:
Your Pitch To The World: Crafting your story, your pitch and your offering. This course will show you how to succeed without needing websites, social media followings, or email lists! Learn to develop an offering that’s compelling and specific, find out who your ideal clients are, and write the perfect story that endears you to your prospects.

Disarm With Charm: Learn how to find your ideal clients online and get their contact details. Then I’ll show you how to write compelling copy the “Charm Offensive” way – an approach that cuts through the noise and gets your target customers to actually respond and want to talk to you. Finally, I teach how to manage the whole process so you build opportunities for yourself right now – and in the coming weeks, months, and years.

Build Your Influence: That’s the outbound stuff sorted, but you also want leads to come to you. I’ll show you how to build your influence online using the same cold pitching tactics you use to generate leads. Find and invite yourself on podcasts that your clients listen to, find and convince journalists and other influencers to write about you, and build yourself a following around your expertise.

Conversations Into Cash: This set of training videos shows you how to follow up with interested prospects, the questions to ask before a sales call, during a call sales call, and how to create and send a proposal that has the best chance of winning the deal. Learn how to create proposals that stand out, how to open the meeting, and how to follow up afterwards to give yourself the best chance of winning.

Inspiring Influence

Learn to build your tribe and sell your expertise at scale

(Value: £789)

Want to run your own tribe and sell your expertise at scale? This course takes you from how to decide what your tribe should be about, to growing it organically, to launching your first digital products.

There’s nothing wrong with selling your time, but time is finite. At a certain point, the only way to make more money is to charge more for your time. Digital products are infinitely scalable. You can help more people by distilling your expertise down into digital products.

Your expertise can be sold many times over.

This course will show you how you how to add a new revenue stream to your existing business, in these modules:

Launch: Developing the theme/hook, creating your group & email list, creating your first lead magnet, creating your first posts & acquiring your first 100 members.

Engage: Creating content that gets engagement, creating a community ‘feel’ and catering to the needs of your audience while still leading.

Grow: Using growth hacking techniques, posting ethically in other ‘complementary’ groups, putting yourself out there, building relationships with other influencers, and building an engine of social proof.

Sell: Asking your audience what they want, productising your expertise, developing your first products and launching your first course.

Have Your Way With Words

Learn to write copy that captivates and charms

(Value: £1,495)

If you’d like to learn how to write more entertaining and captivating copy, Have Your Way With Words is for you. This includes my ‘humour writing’ template pack which includes templates and explainer videos for writing funny articles, emails, Facebook ads, satirical pieces, and social media content.

The course includes the following trainings:

The Fundamentals Of Comedy: SURPRISE!!! This session introduces the key principles of comedy.

Formulas That Produce Funny: This module goes into detail on all of the little clever tricks and nuances you can use in your copy to misdirect the reader and make them laugh out loud like a crazy person.

Spice Up Your Copy:Not every sentence can be funny but every sentence can be an enjoyable read. This module covers rhetorical and stylistic devices for you to use to spice up copy that would have otherwise been relegated to a life of terminal blandness.

Rhetorical Devices: There’s a reason we revere great speeches. We look at some of the rhetorical devices they use and how you can apply them to make your copy more profound and rememberable.

Stylistic Tricks: Practice these and before you know it… BANG! You’ll be writing sickly sweet sentences that seduce anyone lucky enough to be reading them.

Have Your Way With Words also comes with its own pack of templates with explainer videos, covering:

Articles That Amuse: “Please god, I don’t want to write another ‘7 top secrets’ article.” You don’t have to. Those days are over after this session.

Strategic Satire: Got an opinion? Want to prove that other people on the Internet are wrong? This session will show you how to use satire to put those wrong people in their place in the smartest, smuggest, and most satisfying way possible.

Cold Pitching That Doesn’t Absolutely Suck: Learn how to write to important strangers and have them respond with “Oh my god, I loved your email! We should be business friends. How do we work together?” instead of “NEVER EVER EMAIL ME AGAIN, YOU FILTHY MISCREANT!”

Palatable Social Media Ads: Want to advertise on Facebook (or other social network)? Don’t want to become another one of those obnoxious douchebags that interrupt your newsfeed with their trite nonsense? This session is for you.

Broadcast Emails That Don’t Make You Hate Yourself: Learn how to write disarming emails that sell without having to type sentences that make you think “Where did I go wrong in my life? I’m not the person I thought I was. I should just end it all right now.”

Social Media Content That Sells Without Sleaze: Similar to writing broadcast emails but the platform is different. As such, the approach is a little different too.

Social Media Content That Educates and Entertains: Teach people without boring them to death and find yourself on the receiving end of a delectable cocktail of likes, haha-reacts, and pleasant comments.

Converts Like A Charm

My top-selling course on how to use charm and humour to persuade and sell

(Value: £999)

This awesome new pack goes into great detail. It includes an expansive 95 page ebook and 5 training videos totalling over 3 hours, covering:

• How to use these crafty coy little bullet points that evoke curiosity with their combination of vagueness and specificity. *ahem*
• How to deploy unorthodox calls to action to maximise click-through rates.
• The counter-intuitive way of talking up your own self-interested goals to great persuasive effect.
• How to incorporate easy to use joke formulas such as “The hyperbole pack pedal”, “Words in their mouth”, “2 Hands” and a variety of others to add spunk, chutzpah, and moxie to your copy.
• Techniques to thwart the enemies of good copy: the immovable object (writer’s block) and the irresistible force (imposter syndrome).
• The common mindset issue that people have that prevents them from writing high-converting, charming, funny copy.
• Make the use of scarcity far more fun for everyone involved, while still maintaining its efficacy.
• A few crafty tricks to maximising open rates on your most crucial, time-sensitive pitch emails.
• The 5 key elements you need in any charming sales pitch.
• The charming little lines I add to social media posts to boost engagement and reach significantly.
• How to maximise the reach of any social media pitch post by doing one thing a little differently.
• A cunning, but lazy technique that uses specificity to make your copy resonate with more of your audience.
• An unorthodox post you can make on Facebook that will get enormous reach and promote whatever you want.
• The tiny but crucial change I made to my pitch emails after seeing Ben Settle’s that completely changed how I wrote emails to my list
• The clever little rhetorical trick used by a former UK Prime Minister and several former US Presidents to make them appear more likeable, and how you can use this tactic in your copy.
• The writing mindset I learned from one of my favourite authors, Hunter S. Thompson and how you can use it to write more captivating and entertaining copy.
• The charming little lines I add to social media posts to boost engagement and reach significantly.
• An unorthodox post you can make on Facebook that will get enormous reach and promote whatever you want.
• The ‘creative pattern interrupt’ techniques I use on social media to stop people from scrolling.

…Plus tons more of practical, simple techniques you can use to get your audience laughing and reaching for their wallets.

Facebook Group Blueprint

Learn how to start, grow, and monetise an engaged & profitable Facebook Group

(Value: £497)

This ebook & accompanying video training includes:

• A blueprint for the first 90 days of running your group: the type of content to post, the growth tactics to use, and how to launch your first small product.
• How to build goodwill with your audience, and have them excited for your plans and successes.
• How to quickly create enough information products that people will pay a monthly subscription fee to access all of them.
• How to get inspiration from your own digital content consumption and use it to create relevant content that your audience can use to help improve their craft.
• How to generate inbound leads for one to one client work. You don’t have to sell information products to make running a Facebook Group worthwhile.
• An overview of my first attempts at monetising Charm Offensive. The good, the bad, and the desperate.
• How to figure out what products to make and if your audience will pay for them.
• How to curate content that genuinely helps your audience, while demonstrating your knowledge and boosting your credibility in the process.
• How to get people to voluntarily share relevant content, questions, success stories, and their own contributions.
• How to create playful promotional posts that people enjoy responding to, leading to massive engagement and huge reach.

Bonus: High Converting Launch Posts Swipe File

This swipe file contains the 15 highest-converting launch and sales posts from the Charm Offensive group. Very handy for inspiration when you’re selling through your group.

The Offensively Easy Launch Formula

If you’d like to do launches that drain your phone battery, read on…

(Value: £347)

I always wondered “Will my unorthodox Charm Offensive copywriting style transfer from the world of cold pitches to the world of launches?”

It turns out, it does, but with modifications. When I first started doing this… I got a lot wrong. I used to hate launches. Now I love them:

You know my approach is different.

I’m constantly trying things out and keeping what works. Instead of having to do the same, I’ve done the hard work for you, saving you time, money, and varying levels of anguish.

The Offensively Easy Launch Formula shows you:

• The exact copy I use for my emails and posts, with comments explaining each element.
• The social media platforms I use to promote my launches, and how I boost my reach and get as much exposure as possible.
• The persuasive elements I use to maximise sales throughout my campaigns.
• The schedule I use for my launches, so you know not just what to do, but when to do it.
• How I use segmentation to generate additional sales from my email list.
• How I generate sales for my products once the initial launch period is over.
• How I create an irresistible offer that my audience craves and that I know will help them succeed.
• The technology I use to make the magic (or at least science) happen.

How to win a MegaClient

This training goes through the full process we went through to secure Symantec as a client

(Value: £499)

Symantec is a $4 billion a year company. Their most well-known brand is Norton Antivirus, but they make most of their money from huge B2B contracts with other massive corporations.

We’d won business with some decent companies already, but really we were just starting out – and this contract was game-changing. We’d never seen this much money before! And then we used this system to win more enterprise clients with big budgets.

I remember the day we won them…

Winning Symantec involved a lot more than sending a silly cold email.

That just got the ball rolling. As a small agency, we had to impress. Big clients often prefer to play it safe and hire big agencies, seeing them as less risky. We had to go out of our way to show Symantec that we were the best choice for their social media and content marketing needs.

This training covers:

• Opening: how we opened the deal. This bit’s obvious. We went with the silly ferret email.
• Getting a Call: We will show you how we transitioned from positive response to an initial call.
• Getting a Meeting: Learn what we offered Symantec so they agreed to an in-person meeting and what we prepared for and what we presented at this first meeting.
• Positioning: You’ll get full explanations of the 7 Sales Hooks that we used repeatedly – including to win this megacorp.
• The Pitches: What we presented in our meetings with Symantec. This involved a lot of pitching not only our way of doing things, but specific ideas that fit within the brief provided.
• Brainstorming Ideas: How we developed ideas to present to Symantec.
• The clever shortcut that saved us time and the client money: learn the simple tactic we used to ensure our creative would be successful; make a win-win-win scenario for our agency, the client, and journalists; and inoculate Symantec against wasting money.
• Closing: What we did in the final pitch and how we followed up to close the deal.
• The Psychological Principles: a rundown of the underlying persuasion techniques we used throughout the process.

How to Create a Niche

Create your own weird little sub-niche, just like Charm Offensive

(Value: £297)

Covered in this training:

• How I launched an ebook to build my following before starting the Charm Offensive Facebook Group.
• The key questions to ask yourself in your pursuit of creating something captivating, unique, and saleable.
• How to use ‘media hacking’ and other crafty tactics to build awareness at speed.
• How to use LinkedIn’s laser targeted search functionality to find and recruit new tribe members at scale.
• The secrets to building mutually beneficial relationships with other influencers.
• How to make every interaction matter, ensuring you build not just tribe members, but gain enthusiastic advocates of your message.
• A 30-day plan for launching a Facebook Group and email list and growing it to 1,000 members.
• How to monetise your newly created tribe.

The Charming Open for Business Pack

We’ve built a system that reliably generates cash, even during the Covid-19 crisis. We will explain which platforms we use, how we use them, and how they all work together.

(Value: £789)

Covered in this training:

• The platforms we’ve found to be reliable, cost-effective, and not a pain in the behind to use that enable us to run a successful business selling information products.
• How to have great customer service.
• How to effectively use automation software (e.g. cart abandonment) to generate sales while you sleep.
• The simple marketing basics you need to have in place before you spend any money on ads or consultants.
• How to track conversions from all of your marketing activity: Facebook, LinkedIn, email, Etc.
• How to discover your most engaged / commented on Facebook Group posts – so you can reuse content & understand your audience better.
• How to optimise your website for Google, detailing the best practices you should follow and the plug-ins you need to implement them.
• Segment and discover your most loyal customers.
• Create coupons that you can give to different segments of your audience to generate sales, and how to automate the process.
• Allow customers to select which currency they would like to pay in.
• Improve your website’s speed and performance, thus boosting your conversion rate and aiding in improving your website’s visibility in Google.
• Build an email list and set up an autoresponder sequence introducing your central offer.
• Use your Facebook Group to build your email list.
• Automate posting links to your social media channels to grow your email list.
• Create and schedule trackable broadcast email campaigns pitching your offers.
• Host huge video files allowing customers to stream or purchase pre-recorded video training products.
• Take payments from Stripe, Paypal, Apple Pay, and Google Pay.
• Manage the workload of creating new information products, creating the sales letters, and writing the sales emails and social posts.
• How we set up our platform to allow us to pre-sell new products.
• Create sales pages for new offers at speed.
• Produce and deliver webinars, both free & paid – without stress.
• Use deadlines and embedded countdown timers in your emails to increase urgency and demand.

LinkedIn Charm Offensive

LinkedIn is the biggest searchable database of business contacts in the world. Learn how to master the platform, enabling you to start conversations with your ideal prospects and much more…

(Value: £699)

Whether you’re getting started or are a veteran of your industry, LinkedIn is definitely a platform that deserves your focus and effort.

You can find your ideal clients and start conversations with them by connecting with them and then sending them a direct message, engaging with their content, posting your own content, or using techniques like my Charming Open Letter Technique.

I’ve often said I prefer LinkedIn to cold email because you don’t have to use any extra software, you don’t have to source email addresses, and there are zero privacy law concerns. If someone doesn’t wish to accept your connection request, they can do that. And that’s fine, as you’re never going to run out of potential prospects on LinkedIn.

Covered in this training:

• Write a ‘stand out’ bio that people can’t resist clicking and reading in full.
• Put together your ideal search criteria using the various search filters LinkedIn provides.
• Connect with 50 people per day without using automation and without personalising every connection request.
• Go the extra mile with your ‘dream-tier’ clients – personalising your connection request and follow-up message.
• Use LinkedIn to find a new job, whether it be full-time, part-time, or freelance work.
• Get your foot in the door if you’re just starting out – and build your first recommendations using micro-projects.
• Use my LinkedIn Reach Hack to increase the reach of your most important posts. This is perfect for promoting links to your opt-in pages, offers, and other content you want to be seen by as many people as possible. (Bonus: Your content will even get seen by people not in your 1st Connections!)
• How to use LinkedIn Pulse Articles to further build your credibility to anyone scouring your LinkedIn profile.
• Use unorthodox search strategies to find your ideal clients, and send messages that appear personalised, even though they aren’t. (Crafty!)
• What you should be doing every day on LinkedIn to build your network, and start conversations with your ideal clients.
• Post content on LinkedIn that people will read, like, and comment on. This engagement boosts your reach, meaning your content will be seen by more people.

Facebook Ads Direct to Offer Pack

I tested a Facebook Ads campaign directly to an offer… and the sales started rolling in immediately. This training takes you through every aspect of our funnel.

(Value: £999)

Discovering and creating a profitable Facebook ads funnel was by far the most exciting time in all my years in business. Not only did our sales turnover increase dramatically, but it turned a profit same day. We get repeat business from these customers, as we are adding buyers, not freebie seekers to our list.

On top of that, we get new subscribers to Charm Offensive Professional nearly every day.

Every single vital sign of our business improved drastically.

This training will run through our exact funnel, step-by-step.

It’s a straightforward funnel, but there are many nuances that make it work.

I cover everything over four videos. These videos aren’t super long, either. I don’t want to bore you with information overload or irrelevant details merely to make the course longer.

I want you to watch the videos and then think, “Oh my word. I can do that!”

The training comes in the form of 4 videos:

Video 1 – The Ad (Length: 22 minutes, 35 seconds)

This video runs through the ad we run to cold traffic, explaining how it engenders curiosity, attracts positive comments and engagement, and persuades people to click it. This covers the ad image, primary text, headline, and description.

It also runs through how I manage the comments section. This includes how I reply to positive comments, how I respond to practical questions (and how to use this information to improve your sales page), and what to do with the few genuinely awful comments you get.

Video 2 – The Sales Page (Length: 26 minutes, 14 seconds)

I go through the sales page that people are sent to upon clicking the ad. It’s nothing fancy. However, there are many persuasive devices, and some humorous elements, that make it convert so well.

This section will be useful even if you don’t run Facebook Ads. If you want to learn how to write a sales page that converts to any form of cold traffic, paid or otherwise, this video will be incredibly beneficial to you.

Video 3 – Cold Targeting and Ad Setup (Length: 14 minutes, 22 seconds)

With the ad and sales page sorted, the next step is targeting.

I run through how to test different interests in a way where you’ll find out, “Does this interest convert to sales or not?”

I talk briefly about lookalike audiences too. However, if you have no email list, Facebook/Instagram fans, website visitors, or a customer list to upload, you won’t be able to create lookalike audiences.

That’s why I’ve put much more of a focus on interest targeting. My interest targeting often gets the same return on ad spend, if not better than my lookalike audiences.

And the best part is: anyone can use interest targeting. You don’t need to have an existing following or customer list. You can hit the ground running, generate sales, and build your email list with buyers – rather than freebie seekers.

Video 4 – Retargeting Targeting Setup (Length: 7 minutes, 12 seconds)

The final video in this series runs through our five retargeting ads. As I say, most of our revenue comes from cold traffic but felt this should be included for the sake of completeness.

We go through the formats we use, the ad creative, and how to create the retargeting audiences.

And that is it! As you can see, this isn’t a massive time commitment.

You won’t spend hours having to skip through the videos to get to the prescriptive, step-by-step advice.

We don’t cover anything extraneous.

There’s no pretentious waffle.

It’s 100% instructional.

You can watch it in 69 minutes. (Nice!) 😀