Ultimate Action Guide

GUIDE VERSION
coachyu_ultimate_action_guide_v3.0_2022_0319
3 AUDIOBOOK COLLECTIONS
6 BOOK COLLECTIONS
Table of Contents
Why People Fail (Must be present to win) 5
How to scale up your agency: a fresh approach 7
Ingredients 10
Plumbing Checklist 11
Goals Checklist 12
Content Marketing Checklist 13
Targeting Checklist 14
Amplification Checklist 15
Optimization Checklist 16
One-minute Video Checklist 17
Facebook for $1 a day checklist 18
Personal Branding One-pager Checklist 20
Influence Generator One-pager Checklist 22
Quick Audit Checklist 23
Workshop One-pager Verification 25
Design Checklist 25
MANAGING PUBLIC FIGURE PAGES 26
HOW TO EXECUTE “INTERNAL” 28
Brand Analysis Checklist 30
Project Management Checklist 31
People Management Checklist 32
Events Management Checklist 33

Ultimate Action Guide | page 1
Meetings Checklist One-Pager 34
Success Tracker 35
Course Builder Checklist 37
Course Creation Checklist 38
Cheat Sheet: Social Amplification Engine 39
Preach What You Have Practiced 58
A mentor is more than a teacher 60

Dennis Yu is the Host of the show CoachYu, a digital
marketing company which partners with schools to train
young adults. Dennis’ mission is to provide
education at no cost to students.
Dennis’s program centers around mentorship, helping

students grow their expertise in digital marketing to
drive leads and sales by managing ad campaigns for
enterprise clients like The Golden State Warriors, Nike,
and Rosetta Stone.
He’s an internationally recognized lecturer in Facebook

Marketing and has spoken over 730 times in 17
countries, spanning 5 continents, including keynotes at
L2E, PubCon, Conversion Conference, Social Media
Marketing World, Gultaggen, and Marketo Summit.

Dennis has been featured in The Wall Street Journal, New York Times, LA Times,
National Public Radio, TechCrunch, Fox News, CNN, CBS Evening News and
co-authored “Facebook Nation” – a textbook taught in over 700 colleges and
universities.
He’s a regular contributor to Adweek’s SocialTimes column and is published in

Social Media Examiner, Social Media Club, Tweak Your Biz, B2C, SocialFresh, and
Heyo.
Dennis has held leadership positions at Yahoo! and American Airlines and studied
Finance and Economics at Southern Methodist University and London School of
Economics. He ran collegiate cross-country at SMU and has competed in over 20
marathons including a 70-mile ultramarathon.
He was ranked as the number one speaker of the conference at the PPC Caesar’s
Award 2018.
Besides being a Facebook data and ad geek, you can find him eating chicken
wings or playing Ultimate Frisbee in a city near you.

Why People Fail (Must be present
to win)
Perhaps a pessimistic title— I’ve had my fair share of failure, so I thought I’d share
my understanding of what causes that to happen in companies and projects that
I’ve worked on.
The main reason? Not starting. Yes, it really is that simple. People have all kinds of
reasons why they don’t start— they need to prepare more, they’ll do it tomorrow,
they’re not ready to begin right now.
Or maybe there is pseudo-action– they will write a business plan, they want to go
consult with friends, there is some learning they need to do first. Or maybe they
are Monday morning quarterbacks– more content to provide commentary on (or
criticize) what other people are doing. I've been fortunate to work with many
entrepreneurs who have been successful– they’re not necessarily more intelligent
than everyone else, they just execute.
There is no such thing as a part-time CEO– you gotta be all-in. So what are you
waiting for? What is the one thing you’ve been putting off? Why are you here
reading this? The difference between a dream and a goal is specific action and
dates. Stop talking and start doing.

Introduction

How to scale up your agency: a
fresh approach
A colleague and I were discussing “leadership” and what that truly meant. We
came up with this analogy, which I hope you’ll enjoy.
Moving rocks for a living? Imagine you move rocks for a living. The more rocks you
move, the more you’re paid. You don’t move rocks, you don’t get paid. Thus, you
understand the direct linkage between putting in time and compensation. This is
the hourly wage model– some rock movers get paid more than others, whether
flipping burgers, working in a big corporation, or drilling teeth. The more teeth
you can drill, the more you’re paid. Are you a corporate wage slave or someone
who is paid piecemeal? This was me for twenty years of my life– a prostitute
selling my time for money. Whether I billed $5 per hour or $250– it was the same
thing. One day in the proverbial quarry, you decide that moving more rocks to get
paid more was not the right answer. At best, you might move 20% more rocks
than the other guy on a particular day, but it wasn’t sustainable. So you leave the
quarry for 7 days, much to the surprise of your fellow laborers. In that time you
move no rocks and make no income.
The Shift
But when you come back, you are driving a bulldozer. Now, in one day you are
able to move 100 times what a single laborer can do. But to get that bulldozer,
you had to temporarily earn nothing– plus spend money to buy the vehicle and
spend time learning how to drive the thing. Your fellow laborers, noses down,
continue to keep moving rocks— they don’t look up to see you in the bulldozer.

They have heard about bulldozers in the magazines, but never thought it was
something possible for them.
You hang out with the other guys driving bulldozers. You have newfound wealth,
which is fleeting, since the crowd you run with also enjoys the same standard of
living. You’re right back in the middle of your peers. It feels great to be 100 times
more productive than you were before, but you’re not quite fulfilled.
Another Shift
So you leave the quarry again and disappear for 7 days. In that time you move no
rocks and make no income. And when you return, you are back with 100
bulldozers and 100 other eager new bulldozer operators. You’ve opened a
bulldozer training school! Flocks of manual laborers who used to move rocks now
come to be trained by you. And you make a commission on the rocks they move,
since these laborers didn’t have enough money to buy their own bulldozers. These
laborers are now moving 100 times what they did before, but given the costs of
training, equipment, and your profit, they only make 10 times what they did
before. Still, they are happy.
And you are temporarily happy. With 100 bulldozer operators moving 100 times
as many rocks as a single man can do, you’re at 10,000 times your earlier
productivity. Your lifestyle has changed, too.
You have a Granite Card by American Express and have a new mansion in
Boulder. People admire you–you’re a ROCK star. They think that the secret to your
success is getting stoned.
But it’s not enough– something inside you is not quite satisfied. You can only train
so many new bulldozer operators per day. You’re still moving rocks in a sense, just
mass quantities. Growth in your bulldozer school is directly related to the amount
of time you’ve put in. So one day you close the bulldozer school. The press thinks
you’ve gone mad– that you’ve lost your marble.
Scale up again
You disappear for 7 days. And when you return, you’re holding a brochure in your
hand– “How to Open Your Own Bulldozer Training School”. You’re created a
franchise model, where you are training up other school owners. You have first
hand experience in training new bulldozer operators, so new school owners can
rely on your experience. You now have sold 100 franchises, each one with a happy
owner training 100 bulldozer operators, who in turn do the work of 100 laborers.

That’s 1 million times leverage.
The Lesson
You would not have been able to pull this off unless you had personal experience
moving rocks, driving bulldozers, training bulldozer operators, and running a
franchised business. You were able to take your knowledge and multiply it. If you
didn’t intimately understand each aspect of the business, scaling up would have
just multiplied losses.
Now examine your life and what you do. Are you moving rocks or are you
multiplying? Writing software is a multiplication process. You can write one copy
and sell it an infinite number of times.
You could hand-build a single PPC campaign for a client or perhaps write a
campaign management tool that can do it over and over in an automated fashion.
But just like the rock moving analogy, if you aren’t a practitioner with hands-on
experience in managing campaigns, your automation won’t be effective. There are
lots of guys selling software that builds websites, manages PPC campaigns,
creates SEO reports, sends out emails, and any variety of tasks.
If you want to create massive value, consider the rocks that you are moving.
Can you write software or processes that can make life easier for others– or
perhaps do some task faster, more effectively, or at lower cost? Everyone has
something they know exceedingly well. What is that skill for you? You don’t have
to be able to write code. Software is nothing more than rules for machines, just
like processes are rules for humans.
McDonalds is a software company that just happens to make burgers. People go

to McDonalds not because it has the most delicious burgers, but for the
consistency of the food and the experience. You can take pimply-faced teens all
over the world, minds distracted with their latest relationship dramas, speaking
different languages, skilled or not– and still turn out that same value meal each
time. That's the process for you.
Now it’s your turn

CoachYu is about empowering individuals to become entrepreneurs– we provide
the tools and process to allow folks who know little about internet marketing, but
are eager and willing to learn, to perform like experts. Our analysts are trained to
help small business owners grow their practices. We’re about the little guy helping
the little guy.

Ingredients
(one pager checklists)
There are two main targets when considering what makes a perfect product: the
first is to reduce or eliminate ingredients of concern (e.g. sugar, salt, fat or
calories); the second approach is to add ingredients (e.g. protein, fibre or other
nutritional components) to create nutritionally- enhanced foods or functional
foods that may provide health benefits beyond basic nutrition. Building a Digital
Marketing Strategy for a successful agency is the key to a successful online
business and website. Simply doing a few of the “right” things won’t cut it in
today’s competitive online marketing world.
To make the best banana cake in the world, means you have to perfect the right
recipe to the mix. A few steps or a lack of one tiny ingredient can ruin its potential.
So we painstakingly put this digital marketing strategy recipe for you to follow and
enjoy its delectable result.

Client churn or discontent?
Plumbing Checklist
(S1) Create your Google Tag Manager (GTM) account.7
(S1) Publish your GTM container and tags to the website.31
(S1) Create your Facebook Ads account using ”Business Manager”
www.business.facebook.com.
Create your Google Ads account and link to theGTM (Google Tag Manager).
(S1) Create your Google Analytics account.6
(S2) Set up Facebook Pixels and Standard Events with GTM.8
(S2) Set up Google Remarketing Pixel using GTM.
(S1) Verify everything is set up correctly.
(S2) Set up Google Analytics with GTM.10
Set up primary vs secondary revenue tracking with TicketMaster or other
ticketing platform.

Low fees or lack of focus?
Goals Checklist
Define your mission (start with WHY) and identify the desired outcome and
customer segments.108
Identify your primary goal(s) in the next 90 days.109
Determine your target Cost per Acquisition (CPA) or Return On Ad Spend
(ROAS).110
Determine your ads budget relative to campaign goals (optimizing for clicks,
page likes, form submissions, etc.).111
Determine the value of your fans using one of the 3 outlined methods.
Needs Training.
Choose 1 key metric for each funnel stage: Awareness, Consideration, and
Conversion (#ACC).112

Random content strategy and scope creep?
Content Marketing Checklist

Assemble a list of third-party endorsements, especially positive mentions
from high-authority sites.219
(S1) Create video content starting with a 3-minute “WHY” video
(https://blitzmetrics.com/why/).217
Create a content calendar for your social media platform.235
Create promotional content to drive conversions.220
(S1) Create at least 1 blog post a month.206
Create personas for the top 3 customer segments you serve; these
personas will drive targeting.233
Highlight at least 1 key objection for each persona (for either your product
or industry).236
Gather suitable content for each stage of the #ACC funnel, addressing every
key objection or each persona.234

Low conversion rate?
Targeting Checklist
Import your customer’s and lead’s emails into Facebook and Google as
custom audiences. No training added.324
List potential targets on Facebook and Twitter - direct interests related to
your brand, names of closest competitors, common interests your
customers share, industry influencers your customers and competitors
follow, and people working at the media firms.325
Create saved target audiences on Facebook for cold traffic - consider
targeting by employer, job title, and interest.318
Create 1% lookalike audience for each major landing page, thank you page,
and email list.326
Amplify a video and create video remarketing audiences.327
Create your first Website Custom Audience on Facebook.309
Create 1-, 30-, and 180-day audiences (Website Custom Audiences)
site-wide, for each major landing page and thank you page.328

Low conversion volume?
Amplification Checklist
Boost the top 3 to 5 pieces of content on Facebook to at least Saved
Audience per persona.411
Separate campaigns by awareness, consideration, and conversion.434
Create media inception ads using the Dollar A Day strategy.
For each unpublished post, use tracking (Urchin Tracking Module)
parameters in the URL.415
Create unpublished posts with Website Clicks objective using Power Editor,
bid for Website Clicks (Cost Per Click), and use at least 1 Saved Audience per
persona. Needs training.416
Set up remarketing ads for 1-day landing page abandoners on AdWords and
Facebook.413

Optimization Checklist
Apply Metrics Decomposition and further elaborate on the explanations
you have provided above. Needs training.507
Slice the data in different ways and explain what it means. Needs
training.515
Compare all the metrics you have listed in this period against the last
period.508
Using Audience Insights, create new saved audiences based on interests
that are converting.509
Review budget allocation by channel and ad set based on performance
(watch out for statistical noise). Needs training.516
Increase the relevance of your targets by adding positive and negative
audiences.510
Based on the analysis above, list 3 to 5 top recommendations that you can
immediately execute in the next 7 days.511
Apply Balancing Metrics and make sure you have meaningful metric
pairs.517
Apply Top N to the data set and explain the results in terms of Goals,
Content, and Targeting for each level.512
Refine lookalike audiences.513

One-minute Video Checklist
1. Become a Member of our Facebook Group.1432
BlitzMetrics Academy Group: a safe place for members of this course
to create and publish their videos, in a supportive setting with other
members.
Assignment – Join the Facebook group and post a 1 minute video so
the other members can get to know you better.
2. Making a One Minute Video254
Study the 4 components of a one-minute video.253
Watch - Why one minute video?
Assignment - Make a one minute video.
3. Production vs. Post-production
Set up camera, lighting, tripod and microphone.255
Learn how to screen capture for free - Wistia Soapbox.256
Use free editing software – HitFilm Express.257
Learn how to use Facebook auto captioning for free.251
Assignment - Record a video and upload it without editing to
Facebook Page.
4. Content Planning
Understand and research your Audience/Targeting.
Know your brand. - www.blitzmetrics.com/PBG
Assignment - Identify the three most important items to your brand.
5. Editing Video
Save time on editing by not recording more footage than you need.
Use free editing software until you are proficient enough to move to
a premier software, like Camtasia, Adobe AfterEffects, etc.
Assignment - Clip the head and tail of your video so there is no waste
of time.

Facebook for $1 a day checklist
Pre-requisites:
Complete the EXPRESS Plumbing Package.
Complete Strategy Assessment.
Complete Access Checklist.
Complete Topic Wheel
Quick Audit.723
○ Video recording going through your social profiles. Assemble a
Content Library.
○ Asset to keep track of all your digital assets.
○ We use CrowdTangle to gather mentions for you.
○ Create your 3x3 funnel.
○ Workplace.
Assemble a Content Library.207
○ Asset to keep track of all your digital assets.
○ We use CrowdTangle to gather mentions for you.
○ Create your 3x3 funnel.
Create Audiences.307
○ Up to 9 custom / saved audiences based on Strategy Assessment.
○ 1, 7, and 28-Day Website Visitors of lead magnet, shopping cart, and
checkout page visitors.
○ 1-2% Lookalike of Email List and/or Purchasers in the last 180 days.
○ Mega Media.
○ Workplace.
Boost Your Content.409
○ Promote to custom and saved audiences created based on Strategy
Assessment. Up to 9 pieces of content for a $1 a day over 7 days.
○ After 7 days, lightweight optimization, kill posts that don’t meet our
Standards of Excellence, and extend “winners” for $30 over 30 days.
○ Boost Cover Photo
Add “Greatest Hits” to Content Library.726
○ Saving posts that meet or exceed our Standards of Excellence.
○ Measure Measure CTR, CPC, CPV, CPE, and Relevance Score against

our goal defined by your Strategy Assessment.
Strategy Call with L4+ Specialist.728
● This will be done at the end of the 30-day EXPRESS period.
Month-End Report.729
○ Change target audiences on “winners”.
○ Create custom audiences based on 10s video viewers.
○ Assemble and rank “Greatest Hits” within your Content Library.
○ Propose a monthly retainer option for on-going maintenance.

Personal Branding One-pager
Checklist
Pre-requisites:
Complete The Strategy Assessment 741
○ http://blitzmetrics.com/gct
Have a Public Figure Page 2
Provide us with nine pieces of video content following our WHY, HOW
& WHAT format.724
● You need to be willing to provide at least 9 pieces of content
(articles you’ve written, blog posts, speaker reel, your book,
customer testimonials, interviews) that we can use to test. You
need to be willing to produce new content as we test and learn
together on what works and doesn’t. We recommend
$500/month (this is optional)
Willingness to spend $500/month on ads to test (optional).
We’ll recommend investment levels based on your performance.
*Your CoachYu investment doesn’t include ad spend* What are your
Personal
Branding Goals?
○ Sell books or courses.
○ Public speaker (speak better or speak more).
○ Increase professional reputation (for my company).
○ Drive more inbound leads/sales via authority.
○ More Public Speaking Engagements
○ Raise my authority as an entrepreneur.
Quick Audit 723

○ General assessment of your submitted Goals, Content, and Targeting.
○ Overview of your website and social profiles.
Creation of your Content library.207
○ Tool to keep track of your digital assets.
○ Repository of positive mentions and evergreen content.
Creation of your TOPIC WHEEL.720
○ Customized to your brand, incorporating your network
Assemble a 3x3 grid.724
○ Sequencing your content into WHY, HOW, and WHAT.
Boosting on Facebook.409
○ Up to 9 pieces of content.
○ Promoting to your target audience stated in your submitted Strategy
Assessment.
○ Lightweight optimization.
Creation of “Greatest Hits” list.726
○ Finding your best performing content.
○ Placement in Content library.
Analysis, learnings, and next steps

Influence Generator One-pager
Checklist
Pre-requisites:
Complete The Strategy Assessment 741
Complete Access Checklist 739
Complete Express Personal Branding
Quick Audit 723

○ Overview of your social profiles
○ Examine current FB Pixel and other website integration tools
Creation of your Content Library. 207
○ We will gather all of your content, mentions, articles and more into
one centralized document
Create your Topic Wheel 720
○ Customized to your brand, and incorporating your network
○ Here is a video overview explaining what a Topic Wheel is
Assemble 3x3 Video Grid 724
○ Sequencing your content into WHY, HOW and WHAT
○ Here is an overview explaining what a 3x3 Grid is
Collect in depth list of all your mentions 219
○ We will use CrowdTangle to gather all of your mentions
○ We will update your Content Library with the information we gather
Edit 3 thank you videos (that you have made or from what we gather)
○ Work with you to get video content from you that you already have
created. 742
○ If no thank you video content is already created, we will assemble
video clips on your behalf
Help you execute one personalized gift idea (face socks, Fiverr gig, Amazon
Prime, etc)743
○ Work closely with you to be the liaison between you and a number of
our gifting partners (Custom Face Socks, Fiverr Gig, Amazon Prime)

Quick Audit Checklist
GCT STRATEGY ASSESSMENT FORM
General assessment of your submitted Goals, Content, and Targeting.
Recommended strategies best fit for your goals.
THE WEBSITE CONTAINS SITEWIDE HTTPS

Assessment if your website contains site-wide HTTPS.
DIGITAL PLUMBING USING GOOGLE CHROME EXTENSIONS.

Using Google Chrome extensions, verify proper plumbing and function of
implemented tools.
Tag Assistant
Facebook Pixel
CrowdTangle
BuiltWith
TEST WEBSITE SPEED USING PAGE SPEED INSIGHTS AND TESTMYSITE

Comparison of your speed and optimization for mobile and desktop.
FACEBOOK PAGE ANALYSIS

Verify proper content distribution using the Awareness, Consideration and
Conversion funnel.
Perform a general analysis of previously posted content Provide strategies
and solutions based on Goals for Content and Targeting purposes.
FACEBOOK VIDEO ANALYSIS

Present current statistics of Average video length and other metrics
pertaining to the client’s goals.
Provide analysis of engagement metrics and video views.
FACEBOOK VIDEO ANALYSIS

WHY, HOW, WHAT content.
Share 10-second video views audience of the “winners”.
Verify if/then sequences that string client’s WHY, HOW, and WHAT content.
INSTAGRAM ANALYSIS (IF APPLICABLE)

List the follower to following ratio.
Analysis of content engagement and type of content currently being shared.
TWITTER ANALYSIS (IF APPLICABLE)

List the follower to following ratio.
Analysis of content engagement and type of content currently being shared.

Workshop One-pager Verification
Public figure page created
Company Facebook page
WHY video made
3x3 grid complete
Website ready
Plumbing set up
FB and Google Remarketing Pixels/Tags working. (Use FB Pixel Helper and
Google Tag Assistant Plug-ins)
Website Custom Audiences set up
Have 3 videos and top posts ready to boost on Facebook
Design Checklist
For Workshops
Quote cards for participants

Business cards for members
VIP workshop customized for each participant
Name tags for everyone
Certificates with updated date and instructor
Lanyards (if needed)
Personalized Thank You note

MANAGING PUBLIC FIGURE
PAGES
Initial Setup 737
Create and use a public figure page to boost your personal brand.
Prerequisites:
1. Understand the prerequisites for building a page.
A. Be willing to produce video.
B. Have something to teach.
C. Have a long-term mindset.
2. Get the same profile picture across all platforms.
3. Go to Facebook Page Creator and start creating your page.701
4. Connect to Business Manager.3
5. Create a Facebook ad account.4
6. Start boosting posts on Facebook using your Ad account.702
7. Plumbing- Set up tracking.
8. Content: What to post.
Create a Content Library:

• Use Mention, Google Alerts, CrowdTangle, and Brand24. Content Library
Template 208
• Ongoing Page Maintenance: 10 min per day by Virtual Assistant.
Inbox Management 703
Respond with a canned message or if you know how to help that
person, assist them as needed.
Engagement Management
Shares:
• Like all shared posts.704
• Comment on the shared post saying “thanks for sharing!” 705
Comments:
Positive Comments
• If from a public figure, ask if we could quote them on that. Else,
reply with a “thank you note”, or appropriate response.815
• Keep track of positive, high authority comments -- add to the
content library.814
Negative Comments
• Hide all negative comments.706
• Block persistent negative comments from the same person.707
Likes/Reactions
• Invite people to like the page.708
Content Library updating:
• Adding positive mentions.220
• Iterating on “Greatest Hits”.727
• Adding videos to your “Current Videos” section as you upload to
Youtube.1512

HOW TO EXECUTE “INTERNAL”
Prerequisites:
1. Complete the EXPRESS Plumbing Package.
2. Complete the EXPRESS Personal Branding.
3. Complete Strategy Assessment.
4. Complete Access Checklist.
5. Have a public figure page.
6. Profile details:
○ Create a public figure page.
○ Nice head shot picture for avatar.
○ Description in bio of what you’re about.
○ Links to your website, link everything together.
7. Content Library -- (Which should be done in the EXPRESS Personal
Branding).
Tasks:
Inbox Management
Respond with a canned message or if you know how to help that person,
assist them as needed.
Engagement Management
Shares:
Like all shared posts.
Comment on the shared post saying “thanks for sharing!”
Comments:
Positive Comments
• If from a public figure, ask if we could quote them on that.
• Else, reply with a “thank you note”, or appropriate response.
• Keep track of positive, high authority comments. Add to content library.
Negative Comments
• Hide all negative comments.
• Block persistent negative comments from the same person.
Likes/Reactions
• Invite people to like the page.
Content Library updating:

• Adding positive mentions.
• Iterating on “Greatest Hits”.
• Add videos to your “Current Videos” section as you upload to Youtube.

Brand Analysis Checklist
Build an Affinity Grid. 925
Differentiate your fans vs. customers. 925
Determine your best fans.
Use the CoachYu Dashboard.
Find your Audience Share.
Find your share of Voice.
Nurture your community over time.
Analyze Fan Retention. 926
Reward your fans. 927
Collect social activity which influences search engine rankings. 928
Target low risk - high reward users.
Research your audiences. 929
Learn more about your audience.
Analyze enterprise brands via Facebook.
Discover Brand Strength. 929
Use partner categories to discover your brand’s
demographics.
Refine your results by going even deeper in graph search.
Investigate and bust a brand for buying fake fans.
Legitimately steal your competitor’s traffic.
Learn who is the Admin of your competitor’s
Facebook page.
Install competitive spying browser plugins.
Find your Greatest Hits.
Create Chord Charts. 921
Measure brand power. 933

Project Management Checklist
Complete the six phase implementation process. 1018
Create an Executive Summary. 1019
Make sure you have your plumbing in place. 1020
Implement goals, content, and strategy (#GCT). 1021

People Management Checklist
1. Meetings Checklist.
1.1. Schedule a standing call time. 1140
1.2. Prepare a Success Tracker and a Call Agenda. 1141
1.3. Record the call. 1142
1.4. Take action immediately after the call. 1143
1.5. Keep your project on track.
2. De-boarding Process.
2.1. Remove access from Google Suite. 1144
2.2. Remove access from Basecamp. 1145
2.3. Remove access from TimeCamp. 1146
2.4. Remove access from Facebook Business Manager. 1147
2.5. Remove access from Facebook Workplace. 1148
2.6. Remove access from Infusionsoft. 1149
2.7. Remove members from Team Roster. 1150
2.8. Remove members from Operations Email List. 1151
2.9. Remove access from the Academy. 1152
2.10. Remove access from YouTube. 1153
2.11. Remove access from Boomerang!1154
2.12. Remove access from blitzmetrics.com. 1155
2.13. Remove access from BlitzNation. 1156
2.14. Remove access from BlitzMetrics Academy Members. 1157
2.15. Remove access from BlitzMetrics VIP Members. 1158
2.16. Retrieve company equipment. 1159
2.17. Remove software subscriptions. 1160
2.18. Notify the Financial Specialist or an authorized VA when
someone has been de-boarded so they can remove them from the
payroll properly. 1161
* For specialists and Virtual Assistants who left on good terms, maintain access to
BlitzMetrics Academy. If they did not leave on good terms, then they do not get any
access

Events Management Checklist
When you speak or participate at an event, the window of opportunity to share
your business extends beyond the event itself. Your event time line must be
broken up into 3 parts:
1. Preparation before.
2. Execution during.
3. Follow-up afterward.
These checklists have been written to help you seize the opportunities in each
stage. Remember, your voice can reach farther than the physical stage you’re
presenting on if you market well by following these tried and true methods.
1. Gauge whether the conference is worth your time and money.
2. Promote speaking across your blog and different social sites.
3. Send some client love upon speaking confirmation.
4. Three weeks before the event, prepare travel, videos, and continue to
promote your speaking.
5. On the day of the event, take notes, pictures, and be sure to meet new
people to expand your network.
6. The day after the conference, write a summary article/video and post it to
appropriate social sites.

Meetings Checklist One-Pager
Collecting the reports, preparing your presentation, and setting up the meeting
itself can be a daunting task if you don’t have a plan in place and don’t take the
right steps to execute successfully. By following the steps in this checklist, you can
set yourself and the client up for a smooth and effective meeting that is
considerate of both the client’s and your time while addressing the specific topics
needed.
Before the Meeting

Research about your client – use all available social media platforms to
know more about all participants, recent events in their company, etc.
Ensure client expectations are set.
Cover logistics (time/place, frequency, calendar invites).
Ready the reports.
24 hours prior – send meeting items, agenda, discussion points; send
“looking forward” note.
During the Meeting

Pay full Attention.
Take notes – action items.
Lay out everything at the start: agenda, introduce everybody, briefly go
through the items, and what the decisions are – Success Tracker.
Relay at the end and get input or feedback.
After the Meeting

Double check notes prior to relaying to the client on the SAME day.
Include follow-up items or to do lists.

Success Tracker
Executive Summary
Your summary should include, but not limited to:
Their goals.
Our actions to reach their goals.
Metrics that prove we are reaching their goals.
Total spend.
Conversions.
Return On Investment.
Changes we made to their accounts.
Results.
Dependencies.
The next steps.
The time we have left in the process and what we can expect for the rest of
it.
Vertical performance.
Writing:
Don’t use passive voice.
Avoid using the word “their” to describe the client. It creates distance
between you.
Use business writing. There is no need for legalistic writing.
Avoid phrases like, “We present this report to _____”.
Design:
Bold the major points.
Don’t use a font greater than 18 pt.
Getting Stuff Done

What We’ve Done
Item 1.
Item 2.
What We’re Doing Next.
Focus on the next 5 things you’re going to do next.

Dependencies
List every single thing that you need your client to do as soon as possible.
Include a deadline AND name of person-in-charge whenever possible.

Course Builder Checklist
Create an introduction with a title.
Create a one pager (cheat sheet).
Create a full checklist with all steps (optional).
Create video tutorials.
Create a step-by-step checklist.
Create a quiz.
List the next steps in the overall sequence.
Create a diagram showing where they are in the overall sequence.

Course Creation Checklist
This course has an introduction and a title.
It has a one-pager (checklist/cheat-sheet).
It has a cover photo.
It has the current guide available after purchase.
The course has a quiz (MICRO courses should
have 10 questions and standard courses should have 20 questions).
It has a badge loaded with the correct requirements.
It has a landing page with a CTA checkout button that links to the shopping
cart/order form.
It has lessons/topics that contain edited videos with no RAW mistakes and
are embedded through Wista.
The course is set up with Dynamic Conversion tracking.
It has associated auto-enroll tags associated with Infusionsoft.
There is no content with previous specialists/VA's who are not with us
anymore.
AFTER PUBLISHING
The course has been promoted on Social Media for $1/day for 14 days.
The course is in our Course Catalog, Asset Tracker, Project Tracker tabs (we
want all of these in one document).

Cheat Sheet: Social Amplification
Engine
1. PLUMBING
Create your Facebook Ads account using “Business Manager”.

Create your Google Ads account and tie it to the Google My Client
Center (MCC).
Create your Google Analytics account.
Create your Google Tag Manager (GTM) account.
Publish your GTM container and tags to website.
Google AMP (Accelerated Mobile Pages).
2. GOALS
Define your mission (start with WHY) and identify desired outcome
and customer segments.
Identify your primary goal(s) in the next 90 days.
Determine your target Cost per Acquisition (CPA) or Return On Ad
Spend (ROAS).
Determine your ads budget relative to campaign goals (optimizing for
clicks, page likes, form submissions, etc.).
Choose 1 key metric for each funnel stage: Awareness, Consideration,
and Conversion (ACC).
Develop your brand by moving through the 6 phases of the Personal
Branding.
3. CONTENT
Assemble a list of third-party endorsements,especially positive
mentions from high-authority sites.
Create a 3-minute “WHY” video.
Create a 3x3 video grid.
Set up a Content Library.
Map out one minute videos.

Create promotional content to drive conversions.
Determine your ONE QUESTION.
Gather content by stage of the #ACC funnel, addressing key
objections for each persona.
Basic tasks in bold.
4. TARGETING
Import your customers and leads emails into Facebook, LinkedIn,
Twitter and Google as custom audiences.
Build targets on Facebook and Twitter - direct interests, closest
competitors, common interests your customers share, industry
influencers your customers and
competitors follow, and people working in the media.
Create 1% lookalike audience for each major landing page, thank you
page, and email list.
Amplify a video and create video remarketing audiences.
Create 1-, 30-, and 180-day audiences (Website Custom Audiences)
site-wide, for each major landing page and thank you page.
Build Funnel Sequences.
5. AMPLIFICATION
Boost top 3 to 5 Facebook Posts.
Boost optimization: 4 Stages.
Set up remarketing ads for 1-day landing page abandoners on Google
Ads and Facebook.
For each unpublished post, use tracking (UTM) parameters in the
URL. Create
unpublished posts for conversions.
6. OPTIMIZATION
Apply Metrics Decomposition.
Compare the current period against last period.
Using Audience Insights, create new saved audiences.
Review budget allocation by channel and ad set based on

performance (watch for statistical noise).
List 3 to 5 top recommendations to execute in the next 7 days.
Apply Top N to the data set and explain the results in terms of Goals,
Content, and
Targeting for each level.
Refine lookalike audiences.
Update Success Tracker.
Basic tasks in bold

I did an experiment yesterday on Facebook. I posted a quote, unattributed.
And it got a few dozen likes immediately. Ironically, it was a Simon Sinek quote,
which a few people spotted.
Martin Luther King was able to get 250,000 people together in Washington DC on
that August day in 1963 not because they followed him, but because of the vision.
He just happened to be the conduit.
Sinek quipped that it just wouldn’t be the same if MLK said “I have a plan.” The
WHY is more powerful than the WHAT– the dream vs the plan.
Then I tested by posting something informational.
You can build influence by becoming a subject matter expert.

Arguably, the hottest current topic– plus I tagged a thought leader in online
marketing.
Yet it got zero response.
Here’s a post from a friend that got almost 300 likes:

Another WHY post. And as much as I like Christine, it’s about what she stands for,
not her personal beauty.
It struck me that people who seek to be wealthy or famous as their goal are
hollow compared to people on a mission.
This speaks volumes about the nature of influence.
Here is the most popular post of all time on Facebook with over 4 million likes.
Can you guess under what circumstances, as opposed to by who?
People who clicked like did it because of what THEY believed and a celebration of
THEIR success.
It wasn’t about the attractiveness of Michelle or Barack, nor the quality of the
photo, but of mission.
Mission is shared and owned by many– inclusive, not exclusive; giving, not taking;
clarifying, not distracting.
Did you know the Greeks had 4 different words for love?

PHILIA.
A general love via the warmth of friendships and pleasures. I love donuts, ultimate
frisbee and episodes of StarGate. Maybe you really “loved” that restaurant last
night?
EROS.
Physical, passionate love tied to a person. This is where “erotic” comes from.
Infatuation creates love goggles, masking lust for other things.
STORGE.
Affection usually between family members, based on acceptance and mutual
protection. David and Jonathan had one of the strongest friendships in the Bible.
It was not sexual, but one of fulfilling mission– David’s anointing to be the next
King.
AGAPE.
Unconditional, sacrificial love. To lay down your life for another man. Continuing
to give, and not reciprocal. Spiritual and without sexual implications. Think of the
Good Samaritan. Or for Christians, consider Jesus and that “God is Love”.
If Jesus were to be walking the planet in 2019, I’d bet he’d be on Facebook. And I
bet he’d be a killer marketer.
Up until years ago, my life was always about me. I wanted to be in the spotlight as
the image of success.
But now it’s about a mission that all of us can embrace.
It’s time for others to step up into the spotlight and for me to be in support.

Know how to instantly tell an expert from an amateur?
The expert spends 90% of their time practicing the fundamentals and only 10% of
their time doing “pro” stuff.
The amateur spends 90% of their time trying to do the “pro” stuff, while ignoring
the fundamentals.
● The amateur marketer chases tricks and hacks.

● The amateur golfer wants to hit from the black tees.
● The amateur health nut focuses on fad diets and pills.
The amateur author/speaker/coach dreams of speaking on the big stage, instead

of quietly honing their craft.
Their attention is seeking out celebrities to snap “validation” pictures with

celebrities, instead of letting the experts testify to their competence.
● A true expert has massive depth– like an iceberg with 90% below the water,
unseen.
● A true expert publishes because they are compelled to serve and share,
with publicity as a necessary evil.
● A true expert has a loyal following with demonstrated proof of their
published how-to process.
Are you focusing on merely how you look or on truly improving who are you?
The fundamentals of digital marketing are getting your GCT (goals, content,
targeting) right. That’s what we teach and what I spend most of my time working
on.

I’ve taught over 500 workshops in the last 20 years.
And nearly every time, the ones we list as “expert” with the “latest” tricks and
secret algorithmic updates are the ones that pack the room.
But when we actually deliver that material, we lose the audience and they are
unhappy– especially the ones who represent themselves as pro (a clear sign that
they are not).
Yet when we teach the fundamentals, people say their minds are blown, largely
because these are pieces they’ve been missing all along. And then this drives
results.
Drive for show, putt for dough, as the golfers like to say.
I am enamored with folks like Ryan Deiss, Michael Stelzner, and Shawn Collins
who teach based on their own execution.
They focus on the step-by-step HOW TO, like expert chefs that have time-tested
recipes for the most requested meals.

I’ve labored 20 years in business. Two decades.
And here is a simple lesson I learned the hard way…
The quick buck from shortcuts is a mirage.
I’ve dabbled in affiliate marketing, toolbar installs, online gambling, dating sites,
and many perfectly legal, but questionably ethical endeavors.
Made millions on a couple, but usually lost my shirt and created heartache.
Certain fields draw certain people. And soon you find what was supposed to be
easy is now a complex mess with unsavory people out to cheat you.
We were doing over $80,000 a day in revenue selling questionable products on

Facebook years ago. But eventually got shut down when Zuckerberg himself got
mad.
It didn’t last. It never does.
I was at Disneyland with Neil Patel and Harrison Gevirtz one day.
We were joking how we were making $10,000 in the hour that we stood in line for
the Pirates of the Caribbean.
Even the 5 minutes that it took to go to the bathroom and come back- well, that
was about $500, you figure.
I bought our guys cars as bonuses.
Flew them first class to New York to celebrate.
Spent money on stupid things just to show off, like other teenagers with
sunglasses and gold chains- I had neither of those, by the way.
The campaigns ran by themselves on Facebook pushing the IQ quiz and reared

mobile offers. Totally legal, but still ethically wrong.
And I regret ever wasting the years playing in that space. I’ve made a number of
enemies since then in the affiliate space. You can imagine what the various people
said when I exited years ago.
How I cost some people a lot of money by writing articles about how spam works
and consulting for the FTC. How I was holier than thou, but no better than them.
That I was rich and deserved to be robbed or killed. I had death threats.
Not worth it.
Wrong industry and wrong people.
Learn from my mistakes.
So save yourself the pain. There are many ways to make a profit. Choose the right
people and the right areas.
If you’re doing it for the money, that’s a sign something is wrong.
If you are trying to please someone else to be who you are not, reconsider what
you are doing.
Ask yourself if your labors are creating wholesome value for people or if you’re
tricking people somehow.
If you’re in the affiliate space, which is a mix of good and bad (like anything), it’s
easy to just call it marketing and justify it. Beer commercials promise the girl of
your dreams while that free credit report isn’t really free.
But that’s not what I’m talking about.
The test is if you would feel okay if your grandmother or significant other clicked
on your ad and bought.

Would you feel guilty?
It took me over a decade to realize that using my skills to teach young adults how
to optimize digital traffic, then applied to sports teams, lead gen, and whatever,
was far more rewarding.
Whether it’s more profitable in the long run doesn’t matter, since the pleasure is
in being with good people.

It’s 3:42 am on a Saturday morning and I’m almost done with my work. These
techniques may or may not work for you, but I’ll share anyway:
• Don’t go to bed until you’re done: Why? In the morning, you won’t
remember. New things will come up. Knowing you must get your work done
before sleeping brings more focus– it forces efficiency. You can finish on a
good note. Downsides– you might have a morning meeting you can’t skip,
which means you won’t get enough sleep. You risk becoming addicted to
this approach and becoming a vampire.
• Meet in their office, not yours: That way you can leave easily. If they are
in your space, not so easy. Plus, walking around will do you good– it’s
exercise, plus you see more than if you sit in your corner office isolated
from what’s going on. Being with the troops breeds egalitarianism instead
of hierarchy.
• Follow up the same day: This is like point #1. When you go to a
conference or some get together and come back to the hotel with a stack of
cards, it’s easy to say you’ll follow up in the morning. Don’t. You won’t do it
nor will you remember
who the person was and what you talked about. An immediate response
draws surprise, since it’s so rare for someone who gets your card to actually
respond. Look at your own experience and judge if that’s true.
• Ask “So what’s the next step?”: This will quickly kill idle chatter, gossip,
and complaining. You force yourself or your colleague to find the next
action. In meetings, this is especially effective, since most people are just
competing for airtime to hear themselves talk. The more people, the more
of an issue and the more important to drive to action instead of endless
philosophizing.
• Delegate: Yes, even if you could do it better. But don’t do it if they’re not
reliable, able to self-diagnose issues (so you don’t have to keep checking in
on them), or if it’s core to what your business does. For example, don’t
delegate or outsource product management and requirements writing–

that’s defining your business. If it’s not core– accounting, design, hosting,
legal, whatever– outsource. If it’s important, but not critical, then hire
someone internal. For an analogy on delegation, you can learn to scale up.
• Finish what you started: Don’t go to 90% and think that you’ll come back
to it later. That extra 10% will cost you 100% more time to do it later
because of something called context switching costs. Better to have a
couple things actually complete than 10 things 90% done. Knowing that
you’ll finish what you started will breed massive confidence in yourself and
those around you. Don’t stop midway in a task to look for garage sales or
denver strip clubs, no matter how tempting. Keep going. I wrote this blog
post knowing that I would go to bed by 4 am– and this I’ve done.

Preach What You Have Practiced
Imagine you’ve just turned 16 and are ready to get your license. You get your
learner’s permit and are ready to get out on the road. You believe that because
you passed the written test that you know all there is to know about driving.
But do you really?
In short, no, not until you put in the driving time and get a feel for the car and the
rules of the road. That’s where your parents (Mentor) can come into play, by
sitting shotgun and giving you clear directions — while also gripping onto the grab
handle for dear life.
However, mentoring is becoming a lost art and it’s because people don’t properly
appreciate the value of learning from a practitioner. You’ve learned the concepts,
but a mentor teaches you how to execute them.
We’re constantly learning new things and it’s not always by reading a book (which
there’s no harm in doing whatsoever), but by watching other people do whatever
“it” is.
Remember shifting gears without stalling the car for the first time? It gave you a
feeling of accomplishment. You got successful results by learning from your
parents (Mentor) and going through the motions. That’s what you get from an
apprenticeship, knowledge, experience, and results — proof that you know how
to drive a car.
Hundreds of years ago, people would line up to be da Vinci’s apprentice or an

apprentice to a tailor or a blacksmith. They put in the work while simultaneously
learning their trade. Apprentices understood the concept of Learn-Do-Teach
(LDT).

They LEARNED their trade, then got an apprenticeship to DO what they had
learned so later on in life — when they become the mentor — they could TEACH it.
They say, “practice what you preach,” and to an extent, that’s sound advice, but
you should have already practiced.
You should practice and practice and practice before you think about
teaching.
Again, anyone can learn something. You can have all of the recipes memorized
and ingredients gathered, but they won’t be useful until you go into the kitchen
and do something with them.
The Two Sides to Mentoring

A good mentor is committed to their craft and invested in their apprentice. They
spend time day-in and day-out practicing and learning about their craft to keep
their skills sharp, so they can break their knowledge down and simplify it so
others can understand.

A mentor is more than a teacher
A mentor is wholly invested in guiding an apprentice through the steps, making
sure they don’t just understand what to do, but how to do it.
A good apprentice is invested in learning everything there is to know about the

“art” or trade. This means learning the lessons that only experience can teach as
well. The best blacksmith can teach you how to properly swing the hammer and
where to strike the iron, but you won’t learn the weight of the hammer or how the
iron feels without doing it yourself.
No amount of books or lessons can substitute for a raw, hard-earned experience.
A mentor is an opportunity for both the apprentice and them, but unless both
parties come together and carry out their respective parts it won’t work.
Making Things Simple and Effective

So, you’ve put your hours in and mastered the forge and you’ve got the scars to
prove it. Your hands are calloused, your fingers are burned, and your arms are
scraped. You’ve learned from your mentor and your own mistakes and are — at
long last — ready to teach your own apprentice. But as you’ll soon discover,
teaching has its own challenges, especially if you want to do it at scale.
So, can you do it?
Well, there’s a number of ways it can be said: “Dumb it down,” “Explain like I’m 5,”
“Put it in English.”
Basically… systemize it.
Break your tasks down into easy-to-understand parts. A simple and effective way
of systemizing is to put everything in a checklist format.

Let’s say you have one ultimate goal for your apprentice to complete: Clean the
House.
Where do you start?
Your House (H) is the main goal. The first step is to create a checklist of everything
that must happen in order for your apprentice to complete the goal.
In order to complete H, they need to:

● Vacuum the front room
● Make the beds
● Clean the kitchen
Oh no, the kitchen.
How do you clean it, where do you start?
Well to make it easier… you can make a checklist for it. What does your apprentice
need to do in order to get the kitchen clean?
● Put dishes in the dishwasher
● Clean up spilt milk
● Mop the floor

And that’s it — that’s all you have to do. Create a checklist and if necessary make a
checklist for an item on that checklist and a checklist for an item on that.
It’s simple and effective.
Wax On, Wax Off

It’s easy to spot seasoned professionals and amateurs in the marketing world. The
amateurs will usually throw out big promises and use big words. “Your
emolument will be exponential with what you’ll learn at our clandestine
workshops!” They offer things that they don’t fully understand.
A pro won’t provide false promises and will only use big words if necessary.
As Albert Einstein said, “The definition of genius is taking the complex and making
it simple.”
In order to make a complex concept simple, you need to master and teach the
basic fundamentals of that concept.
Take, Mr. Miyagi (Mentor) for example, a karate master who has agreed to train
Daniel LaRusso (Apprentice). The first lesson is to Wax On, Wax Off. While at first
glance it seems Mr. Miyagi has tricked Daniel into cleaning his car, later on we find
out that Daniel has been developing muscle memory for defensive moves.
Because Daniel practiced the motions and did the training, he learned to stop the
attacks of a karate master. He mastered the basics — the fundamentals that built
the foundation for his defense.
So don’t tell people what your concept will do for them… show them, and start
with basics because once a trainee has picked up all the parts and put them
together, you have a well oiled, complex system that will turn amateurs into pros.

What is Office Hours?

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GUIDE VERSION

Why People Fail (Must be present to win) 5

How to scale up your agency: a fresh approach 7

Content Marketing Checklist 13

One-minute Video Checklist 17

Facebook for $1 a day checklist 18

Personal Branding One-pager Checklist 20

Influence Generator One-pager Checklist 22

Quick Audit Checklist 23

Workshop One-pager Verification 25

MANAGING PUBLIC FIGURE PAGES 26

HOW TO EXECUTE “INTERNAL” 28

Brand Analysis Checklist 30

Project Management Checklist 31

People Management Checklist 32

Events Management Checklist 33

Course Builder Checklist 37

Course Creation Checklist 38

Cheat Sheet: Social Amplification Engine 39

Preach What You Have Practiced 58

A mentor is more than a teacher 60

Ultimate Action Guide | page 2

Dennis’s program centers around mentorship, helping

He’s an internationally recognized lecturer in Facebook

Ultimate Action Guide | page 3

He’s a regular contributor to Adweek’s SocialTimes column and is published in

Ultimate Action Guide | page 4

Ultimate Action Guide | page 5

Ultimate Action Guide | page 6

Ultimate Action Guide | page 7

Ultimate Action Guide | page 8

McDonalds is a software company that just happens to make burgers. People go

Now it’s your turn

Ultimate Action Guide | page 9

Ultimate Action Guide | page 10

(S1) Publish your GTM container and tags to the website.31

(S1) Create your Facebook Ads account using ”Business Manager”

(S1) Create your Google Analytics account.6

(S2) Set up Facebook Pixels and Standard Events with GTM.8

(S2) Set up Google Remarketing Pixel using GTM.

(S1) Verify everything is set up correctly.

(S2) Set up Google Analytics with GTM.10

Set up primary vs secondary revenue tracking with TicketMaster or other

Ultimate Action Guide | page 11

Identify your primary goal(s) in the next 90 days.109

Determine your target Cost per Acquisition (CPA) or Return On Ad Spend

page likes, form submissions, etc.).111

Ultimate Action Guide | page 12

Content Marketing Checklist

from high-authority sites.219

(S1) Create video content starting with a 3-minute “WHY” video

Create a content calendar for your social media platform.235

Create promotional content to drive conversions.220

(S1) Create at least 1 blog post a month.206

personas will drive targeting.233

key objection or each persona.234

Ultimate Action Guide | page 13

custom audiences. No training added.324

List potential targets on Facebook and Twitter - direct interests related to

your brand, names of closest competitors, common interests your

customers share, industry influencers your customers and competitors

follow, and people working at the media firms.325

Create saved target audiences on Facebook for cold traffic - consider