A few of my friends started asking me about it, so I taught them how to do it over Zoom, and it worked! They’ve also gone on to make millions off their playbooks in markets like photography and horseback riding.

Here’s an 8-minute video that will give you an idea of what a playbook is, and how it differs from a course:

OK… so you watched the video, right?

Of course you did :-)

So you know that this is where a playbook fits into your business…

… and that organizing your content into a playbook overcomes the time objection, which is the #2 reason people don’t buy your stuff.

(Courses RAISE the time objection, which makes them more difficult to sell)

So removing the time objection is the “secret sauce” behind a Playbook, making it, in my opinion, the best product type to turn the front end of your funnel from a negative to a positive.

Oh, and here’s where you can check out Tim Shields’ playbook called The Photo Cookbook, and here’s where you can check out Callie King’s playbook called Stay In The Saddle.

OK, so here’s what’s up:

After 5 years of getting pestered by pretty much everyone I know with an online business… “Will, when are you going to teach this?..."

A good friend of mine used his New Jersey “charm” and finally convinced me to put dates on the calendar and teach a 3-day workshop on how to do this.

It might be more of a bootcamp, I dunno, but over the 3 days we’re going to build your playbook, create the funnel, and get evergreen traffic.

You’ll have the entire thing mapped out, A-Z, so when you get home you’ll just have to execute, which took Tim about 10 days after we hopped off Zoom:

When you build a course, you’re supposed to have a “big promise” and the end. Make millions. Fit into your jeans from high school. Whatever. The payoff for completing the course needs to be big enough to overcome someone’s time objection. Good luck :-)

Playbooks are the opposite. It doesn’t make a big promise. Instead, it makes a “small promise”...

The trick is for the result to be so small that you can deliver it in a few minutes, while, and this is KEY, still having it be a compelling result that people want.

Take a football playbook. What is the result of each play? To move the ball a few yards down the field. Do that a few times in a row, you score a touchdown.

In your market, whatever “moving the ball a few yards down the field” means, that’s the result the “plays” in your Playbook are going to deliver.

So Day 1 is all about figuring out what situations your Playbook is going to solve, and crafting a small, compelling result that people want.

We’re going to be drawing on a number of comedy-writing techniques I’ve learned because, surprisingly, it’s the best thing I’ve ever done for my marketing chops, so I want to share these techniques with you.

If you only look at the part at the top, the first part, the waving hand, is how you introduce yourself at the start of the video. The second part is the piece of cheese, where you are going to share ONE of your “plays”, and the third part is the rest of the wheel – your offer.

Basically, you share one play and, if you’ve structured it correctly, people are going to find it so “tasty” they want the rest of them and buy your Playbook.

Once we’ve got your sales video locked down, we’ll build the rest of your funnel:

Done correctly, the order bumps and upsells should increase your average order value (AOV) by at least 50%.

Also, you’ll notice there is NO EMAIL CAPTURE as part of this funnel. Off cold traffic, we tested getting someone’s email first versus sending them straight to the sales page, and sending them straight to the sales page won.

So, very counterintuitive.