Billy Broas – The Five Lightbulbs Method

Description

The Five Lightbulbs Method , Billy Broas – The Five Lightbulbs Method download

Billy Broas – The Five Lightbulbs Method

I’ve turned The Five Lightbulbs framework into a step-by-step methodology. Follow it and easily create your sales pages, emails, ads, and all your marketing content.

 

Billy Broas here, and over the past two years, I’ve been using the Five Lightbulbs framework with my clients. The main problem I help them solve is their messaging. A service provider recently told me:

“We know our — and our feedback tells us — that we have something special. But marketing it has been frustrating.”

I’ve now created an online course that gives you the same methodology I follow when creating the marketing material for a product or service.

The advantage of this methodology is that it gives you a way to:

• Never have to create marketing content from scratch again
• Align your marketing message across all your websites, presentations, and social media profiles
• Write your emails, landing pages, and ads faster by using our instructions and writing promtps

Important: This course does not teach you to market using big outlandish promises, yellow highlighters, or by being pushy.

It’s a smarter, classier approach to marketing. It’s about having empathy for people and relating to them on a human level.

Now, let me give you the backstory on how I discovered The Five Lightbulbs and then wove it into the work I was doing in marketing.

It all started while I was helping Tiago with Building a Second Brain
Tiago Forte is the founder of Building a Second Brain. In 2019, I started helping him with the marketing for his online course, Building a Second Brain.

Tiago’s students began asking him for marketing advice and with it being outside of his topic, he turned to me and suggested I should run a program for his audience.

I said “sure” and sat down to write the curriculum for that program. And while working on the messaging module, I started drawing pictures to better explain my framework. But that point, my existing framework had been working, but I knew it could be improved yet again. And having it go in front of Tiago’s audience was the perfect kick in the rear to make me revisit the framework.

The Five Lightbulbs was Born
We ran the program and incorporated the new version of my messaging approach, which I called The Five Lightbulbs. From the eight modules we had that program, every person but one voted The Five Lightbulbs as their favorite.

I’m always trying to better follow the advice, “Double down on what works,” so I decided to do that with The Five Lightbulbs. The next round of the program, it was centered around The Five Lightbulbs. We ditched almost all the other modules.

I never could have predicted the use cases for The Five Lightbulbs. We’ve had things happen like:

• A woman with auditory dyslexia who finally found a marketing training she could actually follow, thanks to the visual nature of The Five Lightbulbs
• A small business owner who now has his entire team speaking The Five Lightbulbs language
• A media buyer who is using The Five Lightbulbs as the testing framework for his Facebook ads

The framework is great on its own, but any framework needs to be put into motion. So, the next step was to turn the framework into a methodology. In other words, we had to answer the question, “How do you go from the framework to a finished website, emails, and other marketing material?

I’ve spent the past two years using The Five Lightbulbs with business owner clients

To be more detailed, we’ve been using The Five Lightbulbs methodology with two groups:

We’ve now field-tested The Five Lightbulbs through:

• 125 breakout rooms
• 42 writing sessions
• 100 Messaging Maps

It’s ready for a wider audience
As much as I love getting my hands dirty with marketing, I can’t help everyone. That’s why we’re rolling out this DIY version of The Five Lightbulbs. It brings the methodology to a wider audience.

Put your trust and effort into the method and it will handle the rest.

Why adopt a messaging framework?
The Five Lightbulbs is new, but messaging frameworks are not. StoryBrand or Jobs to Be Done are great ones, for example.

The two are different.

The Five Lightbulbs is a framework.

That’s why StoryBrand became so popular. Donald Miller didn’t say, “I’ll show you how to run Facebook Ads.” He said, “I’ll clarify your message.” And that made all the difference.

Compared to StoryBrand, I believe The Five Lightbulbs is more practical. Of course, I’ll need to prove that. You’ve gotta walk the walk. And Donald Miller has certainly done that.

Yet, I’m confident that in a few years, we’ve got a real shot at being as popular as StoryBrand.

No matter what you choose, whether it’s StoryBrand, The Five Lightbulbs, or any of the other messaging frameworks, I recommend you adopt one. Make it your best friend.

Because if nothing else, it will focus your attention on what matters most — your marketing message.

If you’re on board with that, let me tell you about our framework-turned-methodology.

 

10 Benefits of This Process
Here are ten features of our Five Lightbulbs methodology and how they’ll help you maximize your marketing.

1 – Centralizes Your Core Messaging
Disjointed messaging leads to confusion. Our 5L method centralizes your messaging, ensuring it’s clear and aligned across your website, social media platforms, and team members.

2 – Gives you a Framework for Testing
As the saying goes in marketing, “Always be testing.” Now, you have a framework to guide you.

3 – Plug & Play
Create marketing material faster. With our method’s plug & play nature, you’ll never create marketing material from scratch again.

4 – Built for Collaboration
Copywriters, social media managers, web designers, and salespeople now have a place to collaborate on messaging.

5 – Platform Agnostic
Text, audio, or video. Facebook Ads, emails, or websites. It doesn’t matter the medium or platform — The Five Lightbulbs can handle it.

6 – Fun and Visual
A bear, an owl, a storybook landscape — what’s not to love? Our method has a powerful operating system at its core while remaining fun and approachable.

7 – Built on Storytelling
Everyone knows the best marketing tells stories, and storytelling is woven into the fabric of The Five Lightbulbs method.

8 – A Universal Marketing Language
“Great job with the Lightbulb #2 email!”

“We need an LB3 story!”

Speaking the same language will make your team more efficient.

9 – Advanced Copywriting Concepts are Baked-In
Get the persuasive power of advanced copywriting techniques without spending years becoming a professional copywriter.

10 – Reusable
Once you learn the process, send new products and services through it. Create multiple messaging maps. This reusability will save you hours each week.

 

Now it’s time to package our system, which has been stress-tested and refined over two years, into a Do-It-Yourself program anyone can do, and at your own pace.

 

Introducing: The Five Lightbulbs Method

The Five Lightbulbs Method is our new DIY training. It’s available at a much more affordable price than hiring me 1-on-1 or a seat in our cohort-based program.

As you’ll read about in a minute, you’ll follow the same process those entrepreneurs follow.

Here’s what is included:

• The full DIY, self-paced training program
• Step-by-step videos
• Text instructions if you prefer reading
• Worksheets, templates, and examples

Now, let’s walk through the process you’ll follow.

 

First, pick the product you want to run through the process
The first step is to choose an offer. Ask yourself:

“What do I want to sell more of?”

You likely have more than one product or service.

Choose one, but don’t worry about locking yourself in. You can always go back and send another offer through the process later.

Next, you’ll create its Messaging Map
Got an offer in mind? Great. In this program, you’ll create a messaging map for that offer.

What’s a Messaging Map?

Think about it like a brand manual, but for your product’s persuasive messaging.

Branding agencies will charge you $20,000 (or more) for a document that contains your logo, fonts, and colors.

I asked, “Why don’t we have the same thing for our persuasive messaging?”

So think of The Five Lightbulbs Messaging Map like a brand manual, but instead of your fonts and colors, it contains the best words to sell your product. You’ll then spread these words across your website, emails, social media… everywhere.

In Keystone, we joke that you need to schedule dates with your messaging map. It’s that important, and our entrepreneurs do just that.

In The Five Lightbulbs Method, you’ll learn:

• Our favorite tools for creating your messaging map
• The two key phases in building a messaging map
• A workflow for turning your messaging map into finished sales pages, emails, and more
• 3 ways to fill out your messaging map
• How to handle having more than one ideal customer (a common issue)
• When you should use multiple messaging maps
• How to collaborate with team members so everyone is on the same page, messaging-wise

The first step in creating your Messaging Map is nailing down who you’re talking to.

Then, you’ll flesh out your Five Lightbulbs
This is where the magic happens.

The Five Lightbulbs are special because they map to the human experience of making a decision. In this case, it’s a buying decision.

The Lightbulbs represent the things you must say if you want to turn on the lightbulbs in your customer’s head that makes him or her say, “Ah, this is for me.”

When you turn on your five Lightbulbs, you’ll light the path to your product.

With your Messaging Map ready to go, you’ll then fill in its Lightbulbs, along the way, learning:

• How to do customer research using The Five Lightbulbs
• The importance of internal logic when completing your Lightbulbs
• How to know when you’ve done Lightbulb #3 correctly (that’s the one that helps you differentiate your product)
• How to pair Lightbulb #1 with Lightbulb #5 for maximum conversions
• How to find the Lightbulb you most need to turn on
• Our favorite ways to capture customer quotes for each Lightbulb
• Our top 20 questions for filling your Lightbulbs with golden messaging opportunities

After this section, you’ll have so much confidence, clarity, and excitement. Then, there’s only one step remaining.

Finally, you’ll weave your new messaging into your marketing
Completing a 5L Messaging Map is like getting a Ferrari. You can’t wait to take it for a spin.

The final step is to put your new messaging into action. The good news is you’ve already done most of the heavy lifting. Now, it’s a matter of plug and play.

Enjoy the thrill of speeding through your next content creation session — with energy to spare.

Here’s how we make it happen:

• You’ll learn how to sequence your Lightbulbs when creating marketing material
• Learn the 5 traits of good Lightbulb content
• A Call-to-Action menu so you never again ask, “How should I wrap up this email?”
• Instructions for using The Five Lightbulbs to create sales pages, email sequences
• Templates for Twitter, Facebook Ads, Google Ads, and more
• Get 25 writing prompts, tailor-made for each Lightbulb
• Ditch the prompts and use our formula for coming up with your own creative writing ideas

Enjoy the benefits
The most common thing we heard in the cohort was, “I’m updating my website right immediately.”

You’ll likely decide the same. In your first lesson, you’ll begin to create messaging you never knew you had in you. It flows naturally when you answer the questions around your Five Lightbulbs.

 

Use the process over and over
The Five Lightbulbs is a reusable process. Pay once for this training and use it again and again.

• Got an idea for a new product? Run it through the Lightbulbs
• Want to upgrade your entire product catalog? Run each product through the Lightbulbs
• A friend needs help with her idea? Run it through the Lightbulbs

Whether it’s a product, a service, an invention, a speech, or a book — if it demands persuasive communication, it’ll benefit by being run through the Lightbulbs.

 

Is this for you?
You’re probably asking, “This sounds good, Billy, but is it a good fit for me?”

Let me help you answer that question. Here are five scenarios where sending an offer through this new DIY training make sense.

1) To prepare for an upcoming product launch or relaunch
This was a common use of The Five Lightbulbs in our cohorts. It’s not surprising, because you want to put your best foot forward when it’s time to unveil a new product.

We recommend running your offer through the process 3 – 6 months before a major product launch. We recommend this much leeway because dialing in your core messaging should take place first, and before getting into the details of planning your launch, lining up partners, building landing pages, etc.

That said, if you’ve got a launch next week, you’ll still benefit from a quick run-through.

2) Give your marketing material a refresh
Maybe your website messaging looks old and weathered, like the cracked paint on window shutters. Is it time for a fresh coat? This program is the perfect way to eliminate eyesores and make your website more visitor friendly.

3) Explore a new product idea or customer avatar
We had a business owner repeat our cohort for this very reason. She’d been doing well in her business, but within her existing audience, she had identified a new type of customer. This new customer avatar represented a major opportunity.

She ran her offer through The Five Lightbulbs again, creating messaging for this previously neglected — but potentially lucrative — new customer.

Do you have a potentially lucrative new customer avatar? Run them through the Lightbulbs.

4) Align your team on your marketing messaging
Do you work with team members or freelancers?

There’s an old saying: Every employee in your company is a marketer. Sure, you the business owner know who you help and why people buy from you. But do your employees know?

Creating a Messaging Map together is the perfect way to get everyone aligned on who your company serves — and why.

5) Prepare for upcoming press
A successful older friend of mine has a saying: “Don’t take opportunities — master them.”

When it comes time for press, like a media push, or a book release, make sure to master these opportunities.

This program will help you by giving you the best things to say when that opportunity arrives.

Commonly Asked Questions:

1. Business Model Innovation: Acknowledge the reality of a legitimate enterprise! Our approach involves the coordination of a collective purchase, in which the costs are shared among the participants. We utilize this cash to acquire renowned courses from sale pages and make them accessible to individuals with restricted financial resources. Our clients appreciate the affordability and accessibility we provide, despite the authors’ concerns.
2. The Five Lightbulbs Method Course

• There are no scheduled coaching calls or sessions with the author.
• Access to the author’s private Facebook group or web portal is not permitted.
• No access to the author’s private membership forum.
• There is no direct email support available from the author or their team.