I promised you on YouTube Lives that I would be a bit transparent on the production of content, for my latest project push. Let’s take a look at this week’s activity. I’ll talk just a little about the project, the audience, then roll out the strategy for you from a developer perspective.

The project is Powersport Academy. It is a blended training program to help motorcycle dealers increase their service sales. The intended audience is Dealership Owners or people that have influence with Dealership Owners.

Last week I participated in a video podcast for automotive service sales but outlining the differences between automotive and motorcycle. This provides me a recent social proof of my expertise. Next, I explored the podcast to find a short yet powerful snippet explaining directly – what does the Powersport Academy do? Then I took that snippet and repurposed it into a promotional video with a flashy bumper and trailer (beginning and end). You can see that video here.

But wait. We are not done. What can I add to this asset that drives value? What can I extend to the intended audience that gives them the inspiration to share their email and contact information with me – or even schedule a discovery call? My gut came to two things. I could offer them three options:

• Discovery Call
• Free White Paper – that I already have done
• Free Lesson to sample the course site

I took these elements and put together a Lead Generating Landing Page. This page is similar in design to the Powersport Academy main site but different enough to be different. It also hides the obvious link to the home page, header, and footer of the site. It is meant to share a specific call to action – in this case – one of three).

With the tools in place, the next step is bringing eyes to the product. Next week we will discuss how this piece is promoted and look to examine its success.