Welcome to Your Launch Guide

Everything you need to scale OutcomesOnly's client acquisition

What Is This Guide?

Julie, this is your complete marketing system in one place. Think of it as a recipe book for getting new clients. Every piece of content you need—videos, emails, downloadable guides—is written and ready to use.

Here's what this guide contains:

  • Video Scripts (VSLs) — Word-for-word scripts for videos that introduce you to potential clients and get them to book a call with you.
  • eBooks — Two downloadable guides that people get for free in exchange for their email address. This is how we capture leads.
  • Email Sequences — Pre-written emails that automatically go out to nurture leads until they're ready to book a call.
  • Masterclass Script — A 60-minute presentation that educates potential clients and moves them toward working with you.

The goal: Someone sees your ad → Downloads a free guide → Gets helpful emails → Watches your video → Books a strategy call → Becomes a client.

Implementation Team: Quick Start

This guide contains all copy and content needed for the OutcomesOnly marketing funnel. Each section includes:

  • Context boxes (gold) — Explain the "why" for Julie's review and approval
  • Implementation boxes (teal) — Step-by-step instructions for your team
  • Checklists — Track completion of each task

Priority Order for Launch

  1. eBooks — These are the lead magnets. Upload to landing pages first.
  2. Email Sequences — Set up in email platform (ActiveCampaign, ConvertKit, etc.)
  3. VSL — Record and upload to landing page
  4. Masterclass — Record for evergreen webinar funnel

🎯 The 4-Step Client Journey

Every piece of content in this guide serves one of these four purposes:

1

Capture

Free eBooks get email addresses

2

Nurture

Emails build trust over time

3

Convert

Videos move them to book calls

4

Scale

Automation runs 24/7

Jump to a Section

Video Scripts
🎬

VSL Scripts

Word-for-word scripts for your sales videos. Includes main version (8-10 min) and short version (3-4 min) for ads.

Lead Magnets
📚

eBooks & PDFs

Two complete eBooks ready to use as free downloads. One for couples, one for solo partners.

4 Sequences
📧

Email Sequences

Pre-written email campaigns for different types of leads. Click each email to see the full copy.

Webinar
🎓

Masterclass Script

60-minute presentation script for your evergreen webinar funnel.

How This All Works Together

A plain-English explanation of the marketing system

The Big Picture (For Julie)

Think of this like a restaurant. You don't just open the doors and hope people walk in. You need:

  • A sign outside (ads) that catches attention
  • A free sample (eBook) that gets them interested
  • A friendly host (emails) who keeps them engaged
  • A menu presentation (VSL/Masterclass) that shows them what you offer
  • A reservation system (booking page) where they commit

Here's exactly what happens when someone becomes a lead:

Step 1: They See Your Ad
Someone scrolling Facebook or Instagram sees an ad that says something like "Free Guide: 5 Shifts That Transform Good Marriages Into Great Ones." They click because they're curious.

Step 2: They Download Your eBook
They land on a page that asks for their email in exchange for the free guide. They enter their email and get the eBook instantly. Now you have their contact information.

Step 3: They Get Your Emails
Over the next 7-14 days, they automatically receive emails from you. These emails share helpful tips, tell stories, and gently remind them that you can help. Each email has a link to book a call.

Step 4: They Watch Your Video
At some point, they click to watch your VSL (Video Sales Letter). This 8-10 minute video explains who you help, how you help them, and invites them to book a free strategy session.

Step 5: They Book a Call
If they're a good fit, they click the button and book a strategy session with you. This is where you talk to them personally and, if appropriate, invite them to become a coaching client.

The beauty: Once this is set up, it runs automatically. You're not chasing leads—they come to you pre-educated and ready to talk.

Technical Flow (For Implementation Team)

Traffic Sources → Landing Pages

Paid ads (Facebook, Instagram, Google) drive traffic to landing pages. Each landing page offers a specific lead magnet.

Lead Magnet Delivery

  1. User submits email on landing page
  2. Email platform (ActiveCampaign/ConvertKit) receives the lead
  3. Automation triggers: sends eBook delivery email immediately
  4. Lead is tagged based on which lead magnet they downloaded
  5. Appropriate email sequence begins (based on tag)

Email Sequence Logic

  • Hot Couples Sequence: Triggered when lead downloads "5 Shifts" eBook
  • Warm Solos Sequence: Triggered when lead downloads "Transform Alone" eBook
  • Curious Sequence: For leads who engage but don't book within 14 days
  • Reactivation Sequence: For cold leads (no engagement 30+ days)

Conversion Points

Every email includes a CTA to either:

  • Watch the VSL (primary for early emails)
  • Book a Strategy Session directly (for later emails)

Tracking Requirements

  • UTM parameters on all ad links
  • Facebook Pixel on all pages
  • Email open/click tracking enabled
  • Calendly integration for booking attribution

VSL Scripts

Video Sales Letters — The videos that convert viewers into booked calls

What Is a VSL? (For Julie)

A VSL (Video Sales Letter) is a short video that introduces you to potential clients and gets them to book a call.

Think of it like a commercial, but longer and more personal. Instead of 30 seconds, it's 8-10 minutes. Instead of being salesy, it's educational and empathetic. The viewer should feel like you understand their situation and have a solution.

Why it works:

  • People get to see and hear you before they book a call (builds trust)
  • You can explain your approach in your own words
  • It filters out people who aren't a good fit (saves you time on calls)
  • It runs 24/7 — you record it once, it works forever

How you'll use this: You'll read this script (or use it as a guide) while recording a video. The video will be placed on a landing page. When people click "Learn More" in your emails or ads, they'll watch this video.

Implementation Steps

Recording Requirements

  • Equipment: Smartphone with good camera, ring light, quiet room
  • Background: Clean, professional (home office, bookshelf, or plain wall)
  • Audio: Lavalier mic or AirPods (avoid room echo)
  • Teleprompter: Use teleprompter app on tablet or second device

Recording Process

  1. Load script into teleprompter app (BigVu, PromptSmart, or similar)
  2. Do 2-3 practice runs to get comfortable with the flow
  3. Record in sections if needed (can edit together later)
  4. Aim for conversational tone — not reading, but speaking naturally
  5. Record multiple takes of the opening hook (most important part)

Post-Production

  1. Edit out mistakes and long pauses
  2. Add lower-third text with Julie's name and title
  3. Add subtle background music (optional)
  4. Add end screen with booking CTA button
  5. Export at 1080p minimum

Hosting & Placement

  • Upload to Vimeo Pro (for clean embed without suggested videos)
  • Embed on dedicated landing page
  • Add booking button directly below video
  • Set up retargeting pixel to track viewers

✅ VSL Launch Checklist

Script reviewed and approved by Julie
Video recorded (main 8-10 min version)
Video edited with lower-thirds and end screen
Uploaded to Vimeo with privacy settings configured
Embedded on landing page with booking button
Short version recorded (3-4 min for ads)
Tracking pixels installed on VSL page
Main VSL Script — Read This On Camera

The Successful Couple's Secret

Why high-achieving couples stay stuck—and the counterintuitive solution that changes everything

SECTION 1: Opening Hook

⏱️ Timing: 0:00 - 0:45 | 📋 Purpose: Grab attention and make them feel understood

Say This:

"You've built an incredible life together. The career success, the beautiful home, the family you're proud of. From the outside, everyone thinks you have the perfect marriage.

But here's what keeps you up at night: somewhere along the way, you became more like business partners than lovers. You're not fighting—you're just... not connecting.

And the worst part? You don't even know when it happened."

SECTION 2: The Problem

⏱️ Timing: 0:45 - 2:30 | 📋 Purpose: Diagnose their situation so they feel understood

Say This:

"Here's what I've discovered after working with hundreds of successful couples: The same skills that made you successful in your career are actually working against you in your marriage.

You try to 'solve' your spouse like a business problem. You schedule 'relationship time' like another meeting. You approach intimacy with the same efficiency mindset that runs your company.

And it's not working. Because marriage isn't a problem to be solved—it's a relationship to be nurtured.

Traditional therapy tells you to dig into your childhood, process your feelings for months, maybe years. But you don't have years. And honestly? You don't want to spend every week talking about what's wrong.

You want to know what to DO."

SECTION 3: The Solution

⏱️ Timing: 2:30 - 5:00 | 📋 Purpose: Introduce yourself and your unique approach

Say This:

"I'm Julie Nise, and I help successful couples transform their marriages in 90 days—without years of therapy, without endless 'processing,' and without having to become different people.

My approach is different because I focus on outcomes, not analysis. We don't spend months figuring out why you're disconnected. We spend our time designing exactly what you want your marriage to look like—and then we build it.

I call it Outcome-Based Coaching, and it works because it treats you like the intelligent, capable adults you are.

You don't need someone to tell you what's wrong. You need a strategic partner who can help you build what's right."

SECTION 4: Proof & Stories

⏱️ Timing: 5:00 - 7:30 | 📋 Purpose: Show that this works with real examples

Say This:

"Let me tell you about Michael and Sarah. Both executives, combined income over $800K. On paper, they had everything. In reality, they hadn't had a meaningful conversation in months.

They were considering separation—not because they didn't love each other, but because they'd forgotten how to BE together.

Within 6 weeks of working together, they had their first real date night in two years. Within 90 days, Sarah told me: 'I feel like I'm falling in love with him all over again.'

Or take David, who came to me alone because his wife wasn't interested in coaching. He thought it was hopeless.

But here's what most people don't understand: when one person changes, the whole system changes. Three months later, his wife asked if she could join our sessions."

SECTION 5: The Offer

⏱️ Timing: 7:30 - 9:00 | 📋 Purpose: Invite them to take the next step

Say This:

"Here's what I'd like to offer you: A complimentary Strategy Session where we'll map out exactly what's happening in your marriage and what it would take to transform it.

This isn't a sales call disguised as a consultation. It's a genuine strategic conversation where you'll walk away with clarity—whether we work together or not.

Click the button below to book your session. Spots are limited because I personally take every call, and I only work with couples I know I can help.

Your marriage got you here. Let's make sure it takes you where you want to go."

Short VSL Script — For Social Media Ads

Quick Hook Version

Use this for Facebook/Instagram video ads and retargeting

When to Use This Version

This shorter script is for video ads that run on social media. People scrolling through their feed have short attention spans, so this version gets to the point faster. It's designed to make them curious enough to click through to your full VSL or booking page.

The Script (3-4 minutes)

Say This:

"Quick question: When's the last time you and your spouse had a conversation that wasn't about logistics?

Kids, schedules, bills—that's not connection. That's project management.

I'm Julie Nise, and I help successful couples who have everything except the marriage they actually want.

You're not in crisis. You're not fighting. You're just... drifting. And traditional therapy isn't the answer because you don't need years of analysis. You need a clear path forward.

I've helped hundreds of couples transform their marriages in 90 days using outcome-based coaching. No endless processing. No digging through childhood trauma. Just strategic, focused work that gets results.

If you're ready to stop being roommates and start being partners again, book a free Strategy Session. Link's below.

Let's build the marriage you deserve."

Ad Setup Instructions

Video Specs for Facebook/Instagram

  • Format: Square (1:1) or Vertical (4:5) performs best in feed
  • Length: 3-4 minutes maximum
  • Captions: Add burned-in captions (85% of people watch without sound)
  • First 3 seconds: Must hook attention immediately

Ad Copy to Pair With Video

Primary Text:
"You've built an incredible life together. But somewhere along the way, you became more like business partners than lovers. 💔

If you're ready to reconnect without years of therapy, watch this 3-minute video. 👇"

Headline: Free Strategy Session for Successful Couples

CTA Button: Learn More

Lead Magnet eBooks

Free guides that capture email addresses and start the relationship

What Are Lead Magnets? (For Julie)

A lead magnet is something valuable you give away for free in exchange for someone's email address.

Think of it like offering a free sample at a grocery store. You give them a taste of your expertise, they give you permission to stay in touch. It's a fair trade that starts the relationship.

Why we use eBooks:

  • They provide immediate value (the person gets something useful right away)
  • They position you as an expert (you wrote a book on this topic!)
  • They pre-educate leads (they learn your philosophy before talking to you)
  • They filter for the right people (only interested people download)

We have two eBooks for two different audiences:

  • "The 5 Shifts" — For couples who are both interested in improving their marriage
  • "Transform Your Marriage Alone" — For people whose spouse isn't interested in coaching (yet)

How it works: Someone sees your ad → Clicks to get the free guide → Enters their email → Gets the eBook instantly → Starts receiving your email sequence.

Implementation Steps

Landing Page Setup

Each eBook needs its own landing page. The page should be simple:

  1. Headline: States the benefit of the eBook
  2. Subheadline: Adds specificity (e.g., "5 shifts successful couples make")
  3. eBook cover image: Shows what they're getting
  4. 3-4 bullet points: What they'll learn inside
  5. Email form: Name and email fields
  6. Submit button: "Get My Free Guide" or similar

Email Platform Setup

  1. Create a new form in your email platform (ActiveCampaign, ConvertKit, etc.)
  2. Connect the form to the landing page
  3. Set up automation: When form is submitted → Send delivery email with eBook link
  4. Tag the lead based on which eBook they downloaded:
    • lead-magnet: 5-shifts for couples eBook
    • lead-magnet: solo-transform for solo partner eBook
  5. Trigger the appropriate email sequence based on the tag

eBook Hosting

  • Host the eBook files on your website or cloud storage (Google Drive, Dropbox)
  • Use a direct download link in the delivery email
  • Consider using a "thank you" page that also shows the VSL

✅ eBook Launch Checklist

eBook content reviewed and approved by Julie
eBook designed as slide deck (view links below)
Landing page created for "5 Shifts" eBook
Landing page created for "Solo Transform" eBook
Email forms connected to landing pages
Delivery emails set up with download links
Tags created for lead segmentation
Email sequences connected to tags
The 5 Shifts: The Successful Couple's Playbook 📖 View eBook

The 5 Shifts

"The Successful Couple's Playbook for Going from 'Good' to 'Great'"

Who This Is For

This eBook is for couples where both partners are interested in improving their marriage. They're not in crisis—they just feel like they've drifted apart and want to reconnect. These are typically high-achieving couples who approach problems strategically.

What's Inside the eBook

The eBook covers 5 mindset shifts that successful couples make to transform their marriages:

Shift #1: Stop Trying to "Solve" Your Spouse

The Problem: High achievers try to fix their partner like a business problem. This creates defensiveness and resentment.

The Shift: Replace fixing with curiosity. Ask questions instead of giving solutions.

Shift #2: Trade Analysis for Presence

The Problem: Couples talk about their relationship more than they experience it. "Processing" becomes a substitute for connecting.

The Shift: Create sacred space for connection. The "Screen-Free 15" practice.

Shift #3: Design Your Marriage Forward

The Problem: Couples focus on fixing what's wrong instead of building what they want.

The Shift: Create a shared vision. The Vision Conversation worksheet.

Shift #4: Install Relationship Rituals

The Problem: Without intentional connection points, couples drift apart gradually.

The Shift: Build non-negotiable rituals: daily, weekly, monthly, quarterly.

Shift #5: Create New Experiences Together

The Problem: Routine kills passion. Couples become roommates instead of partners.

The Shift: Intentional novelty. The 30-Day Adventure List.


Call to Action (End of eBook)

The eBook ends with an invitation to book a Strategy Session. This is where leads convert to calls.

Landing Page Copy

Use this copy for the landing page where people download this eBook:

Headline

"Free Guide: The 5 Shifts That Transform 'Good' Marriages Into Great Ones"

Subheadline

"Discover what successful couples do differently—without years of therapy or endless 'processing'"

Bullet Points

  • Why the skills that made you successful are working against your marriage
  • The counterintuitive approach that reconnects busy couples in weeks, not years
  • 5 practical shifts you can start implementing today
  • Real examples from couples who've transformed their relationships

Button Text

"Get My Free Playbook"

Transform Your Marriage Alone 📖 View eBook

Transform Your Marriage Alone

"6 Proven Strategies When Only One Partner Is Ready"

Who This Is For

This eBook is for people whose spouse isn't interested in coaching or therapy. They feel alone in wanting to improve the marriage, and they're wondering if change is even possible. This is a very common situation, and these leads can become great clients.

What's Inside the eBook

The eBook covers 6 strategies for transforming a marriage when only one partner is actively working on it:

Strategy #1: Stop the Pursuit

The Problem: The more you chase connection, the more your partner retreats.

The Strategy: Create space. Stop asking "Can we talk about us?" and watch what happens.

Strategy #2: Become Emotionally Self-Sufficient

The Problem: Looking to your partner to fill your emotional needs creates pressure.

The Strategy: Build your own emotional foundation. Show up from fullness, not neediness.

Strategy #3: Change Your Response Pattern

The Problem: You're both stuck in a predictable dance of action and reaction.

The Strategy: When you change your steps, your partner can't do the same dance.

Strategy #4: Focus on Yourself

The Problem: All your energy goes toward changing your partner.

The Strategy: Become the partner you want to have. Redirect energy to your own growth.

Strategy #5: Create Positive Experiences

The Problem: Every interaction becomes a "relationship conversation."

The Strategy: Build new memories, not more conversations. Experience together instead of processing.

Strategy #6: Set Boundaries with Love

The Problem: You've lost yourself trying to keep the peace.

The Strategy: Self-respect attracts respect. Boundaries are bridges, not walls.


Landing Page Copy

Use this copy for the landing page where people download this eBook:

Headline

"Free Guide: How to Transform Your Marriage—Even If Your Spouse Won't Participate"

Subheadline

"6 proven strategies for the partner who's ready to lead change"

Bullet Points

  • Why waiting for your spouse to "get on board" is keeping you stuck
  • The science behind why one person CAN change a relationship
  • 6 strategies that work even when your partner isn't interested
  • A 30-day roadmap to start seeing real change

Button Text

"Get My Free Guide"

Evergreen Masterclass

A 60-minute presentation that educates and converts

💡 What Is a Masterclass? (For Julie)

A masterclass is a free, educational presentation that teaches something valuable while positioning you as the expert.

Think of it like giving a workshop at a conference—except it's recorded once and runs automatically forever. People sign up, watch the presentation, and at the end, they're invited to book a strategy session with you.

Why this works:

  • It builds trust. By the time they finish watching, they feel like they know you.
  • It pre-qualifies leads. Only people who are serious will watch a 60-minute presentation.
  • It educates before the call. They come to the strategy session already understanding your approach.
  • It runs 24/7. Once recorded, it works while you sleep.

How people find it: After someone downloads your eBook, they'll receive emails inviting them to watch the masterclass. Some will watch immediately; others will watch weeks later when they're ready.

🔧 Implementation Steps

Recording Setup

  1. Equipment needed:
    • Good webcam or camera (your phone works if lighting is good)
    • External microphone (audio quality matters more than video)
    • Ring light or natural lighting from a window
    • Quiet room with minimal background noise
  2. Recording software: Zoom (record to cloud), Loom, or QuickTime
  3. Slides: Create in PowerPoint, Google Slides, or Canva
  4. Format: Julie on camera with slides sharing, or slides with Julie in corner

Hosting & Delivery

  1. Upload to: Vimeo (recommended for privacy controls) or YouTube (unlisted)
  2. Landing page: Create a registration page in Gemsoft/GoHighLevel
  3. Registration flow:
    • Lead enters email to "save their seat"
    • Redirected to watch page immediately (evergreen = no waiting)
    • Also receives email with replay link
  4. Tag in Gemsoft: masterclass: registered and masterclass: watched

Gemsoft/GoHighLevel Setup

  1. Create funnel: "Masterclass Registration"
  2. Page 1: Registration page (name, email)
  3. Page 2: Watch page (embedded video + CTA button)
  4. Page 3: Thank you/booking page
  5. Automation: Send reminder emails if they don't watch within 24 hours

✅ Masterclass Launch Checklist

Script reviewed and approved by Julie
Slides created matching script sections
Recording completed with good audio/video
Video uploaded to Vimeo/YouTube
Registration page built in Gemsoft
Watch page built with embedded video
Booking CTA linked to calendar
Email automation set up for registrants
Tags configured in Gemsoft
Masterclass Script: "The Marriage Breakthrough Method"

The Marriage Breakthrough Method

"How Successful Couples Go From 'Good Enough' to Genuinely Great—Without Years of Therapy"

Runtime: 55-65 minutes


SECTION 1: Opening Hook (5 minutes)

Goal: Capture attention and establish relevance immediately.

[SLIDE: Title slide with Julie's photo]

"Welcome. I'm Julie Nise, and over the next hour, I'm going to share something that took me 20 years to figure out.

It's the reason some couples—successful, smart, accomplished couples—stay stuck in marriages that feel like roommate arrangements... while others break through to something genuinely extraordinary.

And here's what's interesting: It has almost nothing to do with how much you love each other. Or how compatible you are. Or even how good your communication is.

The couples who transform their marriages do something different. Something counterintuitive. And by the end of this presentation, you'll know exactly what it is—and how to do it yourself.

But first, let me ask you something..."

Engagement Question

[SLIDE: Question slide]

"Have you ever looked at your spouse across the dinner table and thought: 'We have everything. The house, the careers, the kids, the life we planned. So why does something still feel... missing?'

If that resonates, you're in exactly the right place. Because that feeling—that quiet sense that your marriage could be more—isn't a sign that something's wrong with you or your relationship.

It's a sign that you're ready for the next level."


SECTION 2: Julie's Story & Credibility (8 minutes)

Goal: Build trust through vulnerability and establish expertise.

[SLIDE: Personal photo of Julie]

"Let me tell you how I got here—because it wasn't a straight line.

Twenty years ago, I was exactly where you might be now. Successful career. Beautiful family. A marriage that looked perfect from the outside.

But inside? We were two people living parallel lives. Efficient co-parents. Excellent business partners. But somewhere along the way, we'd lost... us.

I tried everything. The books. The date nights. The 'communication techniques' that felt like reading from a script. Nothing worked—at least not for long.

And then I discovered something that changed everything..."

The Discovery

[SLIDE: "The Breakthrough"]

"The problem wasn't our marriage. It wasn't even our communication.

The problem was that we were using the same skills that made us successful in business—problem-solving, efficiency, optimization—and applying them to our relationship.

And those skills? They were actually making things worse.

Once I understood this, everything shifted. My marriage transformed. And I became obsessed with understanding why—and how to help other couples do the same.

That was 15 years ago. Since then, I've worked with hundreds of couples. And I've identified the exact patterns that separate couples who break through from couples who stay stuck."

Credentials (Brief)

[SLIDE: Credentials/logos]

"Today, I'm a certified relationship coach specializing in high-achieving couples. I've been featured in [publications], spoken at [events], and most importantly—I've helped couples just like you create marriages they're genuinely excited about.

But enough about me. Let's talk about you—and what's actually possible for your marriage."


SECTION 3: The Problem (10 minutes)

Goal: Articulate their pain better than they can, creating "she gets me" moment.

The Success Trap

[SLIDE: "The Success Trap"]

"Here's what I've learned working with hundreds of successful couples:

The very traits that made you successful—your drive, your problem-solving ability, your high standards—can become the biggest obstacles in your marriage.

I call this the Success Trap. And it shows up in three specific ways..."

Trap #1: The Fixing Reflex

[SLIDE: "Trap #1: The Fixing Reflex"]

"When your spouse shares a problem, what's your first instinct? If you're like most high achievers, it's to solve it.

'Have you tried...?' 'What if you just...?' 'Here's what I would do...'

In business, this makes you valuable. In marriage, it makes your partner feel like a project to be managed.

They don't want solutions. They want to feel heard. And every time you jump to fixing, you accidentally communicate: 'Your feelings are a problem I need to solve.'"

Trap #2: The Efficiency Obsession

[SLIDE: "Trap #2: The Efficiency Obsession"]

"You optimize everything. Your calendar. Your workflow. Your morning routine.

So naturally, you try to optimize your relationship too. Scheduled date nights. Efficient conversations. Maximum output, minimum time.

But here's the thing: Intimacy can't be optimized. Connection doesn't happen on a schedule. And the more you try to make your marriage efficient, the more mechanical it becomes."

Trap #3: The Analysis Paralysis

[SLIDE: "Trap #3: The Analysis Paralysis"]

"You're smart. You read the books. You understand attachment theory and love languages and communication styles.

But sometimes, all that knowledge becomes a way to avoid actually feeling. You talk about your relationship instead of experiencing it. You process instead of connect.

And your spouse? They don't want another conversation about the relationship. They want to actually enjoy being in it."


SECTION 4: The Solution Framework (20 minutes)

Goal: Teach the 5 Shifts with enough depth to provide value, but leave them wanting implementation help.

Introduction to the 5 Shifts

[SLIDE: "The 5 Shifts"]

"So what do couples who break through do differently?

After working with hundreds of couples and studying what actually works, I've identified 5 specific shifts that transform marriages.

These aren't theories. They're not abstract concepts. They're practical changes you can start making today.

Let me walk you through each one..."

Shift #1: From Fixing to Curiosity

[SLIDE: "Shift #1: From Fixing to Curiosity"]

"The first shift is replacing your fixing reflex with genuine curiosity.

Instead of 'Have you tried...?' → 'Tell me more about that.'

Instead of 'Here's what I think...' → 'What would feel supportive right now?'

This sounds simple. It's not. It requires rewiring decades of conditioning. But when you master it, your partner will feel truly seen—maybe for the first time in years.

Quick exercise: Tonight, when your spouse shares something, bite your tongue. Don't offer solutions. Just ask: 'What else?' and listen."

Shift #2: From Efficiency to Presence

[SLIDE: "Shift #2: From Efficiency to Presence"]

"The second shift is trading efficiency for presence.

This means creating space where nothing needs to be accomplished. No agenda. No goals. Just being together.

I call it the 'Screen-Free 15'—fifteen minutes every day where you're fully present with your spouse. No phones. No TV. No kids. Just you two.

It sounds small. But most couples haven't had 15 minutes of undivided attention in months. Sometimes years."

Shift #3: From Problems to Vision

[SLIDE: "Shift #3: From Problems to Vision"]

"Most couples spend their energy fixing what's wrong. The breakthrough couples? They spend their energy building what they want.

This is the shift from problem-focused to vision-focused.

Instead of 'We need to stop fighting about money,' it's 'What does financial partnership look like for us?'

Instead of 'We never spend time together,' it's 'What would our ideal week look like?'

When you have a shared vision, you're not just avoiding problems—you're building something together."

Shift #4: From Spontaneity to Ritual

[SLIDE: "Shift #4: From Spontaneity to Ritual"]

"Here's a counterintuitive truth: The happiest couples don't rely on spontaneity. They rely on rituals.

Daily rituals: Morning coffee together. Evening check-in.

Weekly rituals: Date night. Family dinner.

Monthly rituals: Adventure day. State of the union.

Quarterly rituals: Weekend getaway. Vision review.

These aren't restrictions—they're the structure that makes connection inevitable."

Shift #5: From Routine to Adventure

[SLIDE: "Shift #5: From Routine to Adventure"]

"The final shift is intentionally creating novelty together.

Research shows that couples who try new things together have stronger relationships. Novel experiences create the same brain chemistry as early romance.

This doesn't mean skydiving every weekend. It means intentionally breaking routine. A new restaurant. A different walking route. Learning something together.

I have couples create a '30-Day Adventure List'—small new experiences they can share. It's simple, but it transforms how they relate to each other."


SECTION 5: Case Studies (8 minutes)

Goal: Provide social proof and help them see themselves in the stories.

Case Study #1: Michael & Sarah

[SLIDE: Case study - names changed]

"Let me tell you about Michael and Sarah. Both executives. Two kids. Married 15 years.

When they came to me, they hadn't had a real conversation in months. They communicated through shared calendars and logistics texts. They were efficient co-parents, but strangers as partners.

Within 90 days of implementing these shifts, everything changed. They started having breakfast together—no phones. They created a weekly 'vision date' where they talked about their future, not their problems. They took a weekend trip—their first in three years.

Sarah told me: 'I feel like I'm dating my husband again. But better—because now I actually know him.'"

Case Study #2: Jennifer (Solo Partner)

[SLIDE: Case study - solo partner]

"Now, some of you might be thinking: 'This sounds great, but my spouse isn't interested in working on our marriage.'

Let me tell you about Jennifer. Her husband thought their marriage was 'fine.' He had no interest in coaching or therapy.

So Jennifer started implementing these shifts on her own. She stopped trying to fix him. She became more present. She focused on her own growth.

Within weeks, her husband noticed something was different. She seemed happier, more confident, less reactive. And he got curious.

Three months later, he asked to join a session. Not because she pushed—because he wanted what she had.

The point: You don't need your spouse's buy-in to start. One person changing the dance changes the whole dynamic."


SECTION 6: The Offer (10 minutes)

Goal: Transition naturally to the strategy session invitation.

The Gap

[SLIDE: "Where Do You Go From Here?"]

"So now you know the 5 Shifts. You have a framework. You even have some exercises you can try tonight.

But here's what I've learned: Knowing what to do and actually doing it are very different things.

Most couples who watch this presentation will feel inspired... and then go back to their normal patterns within a week.

Not because they don't want change. But because change is hard. Old habits are strong. And without support, it's easy to slip back."

The Invitation

[SLIDE: "Strategy Session"]

"That's why I want to invite you to a free Strategy Session.

This is a 45-minute call where we'll:

  • Get crystal clear on where your marriage is now and where you want it to be
  • Identify the specific patterns keeping you stuck
  • Create a personalized roadmap for your breakthrough

This isn't a sales pitch disguised as a consultation. It's a genuine strategy session. You'll leave with clarity and a plan—whether we work together or not.

If it turns out I can help you implement these shifts faster, I'll tell you about my coaching program. If not, you'll still have a clear path forward."

Who This Is For

[SLIDE: "Is This For You?"]

"This strategy session is perfect for you if:

  • You're in a stable marriage that you want to make great (not in crisis)
  • You're a high achiever who's used to investing in growth
  • You're ready to do the work—not just talk about it
  • You want results in months, not years

It's NOT for you if you're looking for someone to blame your spouse, if you're in an abusive situation (please seek specialized help), or if you're not willing to look at your own patterns."

Call to Action

[SLIDE: Calendar/booking button]

"If this resonates, here's what to do next:

Click the button below this video to book your free Strategy Session. Pick a time that works for you, answer a few quick questions, and I'll see you on the call.

Spots are limited because I do these calls personally. So if you're serious about transforming your marriage, don't wait.

I can't wait to meet you and help you create the marriage you deserve.

Thank you for spending this hour with me. Now go implement that 'Screen-Free 15' tonight—and I'll see you on our strategy call."


SLIDE DECK OUTLINE

For the implementation team—create slides for each section:

  1. Title slide with Julie's photo and presentation title
  2. "Have you ever felt..." question slide
  3. Julie's story (personal photo)
  4. "The Breakthrough" moment
  5. Credentials/social proof
  6. "The Success Trap" header
  7. Trap #1: The Fixing Reflex
  8. Trap #2: The Efficiency Obsession
  9. Trap #3: The Analysis Paralysis
  10. "The 5 Shifts" header
  11. Shift #1: From Fixing to Curiosity
  12. Shift #2: From Efficiency to Presence
  13. Shift #3: From Problems to Vision
  14. Shift #4: From Spontaneity to Ritual
  15. Shift #5: From Routine to Adventure
  16. Case Study: Michael & Sarah
  17. Case Study: Jennifer (solo partner)
  18. "Where Do You Go From Here?"
  19. Strategy Session invitation
  20. "Is This For You?" criteria
  21. Final CTA with booking button

Email Sequences

Pre-written emails that nurture leads until they're ready to book

What Are Email Sequences? (For Julie)

An email sequence is a series of pre-written emails that go out automatically after someone joins your list.

Think of it like having a helpful assistant who follows up with every lead, shares valuable information, and gently invites them to book a call—all without you having to do anything.

Why this matters:

  • Most people aren't ready to buy immediately. They need time to trust you. These emails build that trust over days and weeks.
  • You can't personally follow up with everyone. Automation lets you nurture hundreds of leads at once.
  • Consistent communication keeps you top of mind. When they're ready to get help, they'll think of you.

We have 4 different sequences for 4 different types of leads:

  • Hot Couples — Both partners downloaded the "5 Shifts" guide. They're actively interested.
  • Warm Solos — One partner downloaded the "Transform Alone" guide. They need extra nurturing.
  • Curious — People who engaged but haven't booked after 14 days. Need a different approach.
  • Reactivation — Cold leads who haven't engaged in 30+ days. Last attempt to re-engage.

How to read the emails below: Click on any email to expand it and see the full copy. You'll see the subject line, preview text (the snippet that shows in the inbox), and the complete email body.

Implementation Steps

Email Platform Setup

These sequences need to be set up in your email marketing platform (ActiveCampaign, ConvertKit, Mailchimp, etc.):

  1. Create 4 automation workflows — One for each sequence
  2. Set triggers:
    • Hot Couples: Triggered by tag lead-magnet: 5-shifts
    • Warm Solos: Triggered by tag lead-magnet: solo-transform
    • Curious: Triggered 14 days after opt-in if no booking
    • Reactivation: Triggered 30 days after last engagement
  3. Set delays between emails — Usually 1-2 days between each email
  4. Add goal conditions — If someone books a call, remove them from the sequence

Email Settings

  • From Name: Julie Nise
  • From Email: [email protected] (or your preferred address)
  • Reply-To: Same as From Email (so replies go to Julie)

Personalization Tags

Replace these placeholders when setting up emails:

  • [First Name] → Use your platform's first name merge tag
  • [BOOKING LINK] → Your Calendly or scheduling link
  • [VSL LINK] → Link to your VSL landing page

✅ Email Sequence Launch Checklist

Hot Couples sequence — 7 emails loaded and tested
Warm Solos sequence — 7 emails loaded and tested
Curious sequence — 5 emails loaded and tested
Reactivation sequence — 4 emails loaded and tested
Triggers configured — Each sequence starts at the right time
Goal conditions set — Booking removes from sequence
Test emails sent — Verified formatting and links work

About This Sequence

Who receives this: Couples who downloaded "The 5 Shifts" eBook. Both partners are interested in improving their marriage.

Goal: Build trust and get them to book a Strategy Session within 7-10 days.

Tone: Warm, confident, peer-to-peer. These are successful people—speak to them as equals.

About This Sequence

Who receives this: People who downloaded "Transform Your Marriage Alone." Their spouse isn't interested in coaching.

Goal: Validate their situation, show them change is possible alone, and get them to book a Strategy Session.

Tone: Empathetic, encouraging, hopeful. They feel alone—show them they're not.

About This Sequence

Who receives this: Leads who engaged with content but haven't booked a call after 14 days.

Goal: Re-engage with a different angle. Address objections. Give them a reason to act now.

Tone: Direct but not pushy. Acknowledge they're still thinking about it.

About This Sequence

Who receives this: Cold leads who haven't engaged in 30+ days.

Goal: One last attempt to re-engage before moving to long-term nurture.

Tone: Casual, no pressure. Acknowledge time has passed.

Funnel Architecture

How all the pieces connect to turn strangers into clients

What Is a Funnel? (For Julie)

A "funnel" is the journey someone takes from first hearing about you to becoming a paying client.

It's called a funnel because many people enter at the top (see your ad, find your content), but only some make it to the bottom (book a call, become a client). That's normal and expected.

Think of it like this:

  • Top of Funnel: Someone sees your ad or content for the first time. They're curious but don't know you yet.
  • Middle of Funnel: They download your eBook, watch your video, read your emails. They're learning about you and deciding if you can help.
  • Bottom of Funnel: They book a Strategy Session. They're seriously considering working with you.

Why this matters: Each piece of content we've created (eBooks, VSL, emails) has a specific job in this journey. Understanding where each piece fits helps you see how they work together.

Implementation Steps

Technical Setup Required

  1. Landing Pages: Create pages for each eBook opt-in (use Leadpages, ClickFunnels, or your website)
  2. Email Platform: Set up ActiveCampaign, ConvertKit, or similar with automations
  3. Scheduling Tool: Configure Calendly or Acuity for Strategy Sessions
  4. Tracking: Install Facebook Pixel and Google Analytics on all pages
  5. Video Hosting: Upload VSL to Vimeo Pro (no YouTube branding)

Page URLs Needed

Page Suggested URL Purpose
5 Shifts Landing Page outcomesonly.com/5-shifts Couples eBook opt-in
Solo Guide Landing Page outcomesonly.com/solo-guide Solo partner eBook opt-in
VSL Page outcomesonly.com/watch Video sales letter
Strategy Session Booking outcomesonly.com/strategy Calendly embed or redirect
Thank You Page outcomesonly.com/thank-you After eBook download (shows VSL)

The Complete Funnel Flow

TOP OF FUNNEL — Awareness

Goal: Get attention and capture email addresses

Facebook/Instagram Ads
Target: Successful couples 35-55
Organic Content
LinkedIn, podcast appearances
"5 Shifts" Landing Page
For couples
"Solo Guide" Landing Page
For solo partners

MIDDLE OF FUNNEL — Nurture

Goal: Build trust and demonstrate expertise

eBook Delivered
Immediate value
Thank You Page + VSL
Watch video immediately
Hot Couples
Email Sequence
Warm Solos
Email Sequence
Curious
Re-engagement
Reactivation
Cold leads

BOTTOM OF FUNNEL — Conversion

Goal: Book Strategy Sessions and close clients

Strategy Session Booking Page
Calendly embed with intake questions
Strategy Session Call
Julie conducts 30-45 min consultation
→ Offer coaching program if good fit

✅ Funnel Launch Checklist

Landing pages live — Both eBook opt-in pages published
Thank you page created — Shows VSL after opt-in
Email automations active — All 4 sequences connected
Calendly configured — Intake questions added
Tracking installed — Facebook Pixel on all pages
Test run completed — Went through entire funnel as test user

Lead Segments

How we categorize and communicate with different types of leads

What Is Lead Segmentation? (For Julie)

Segmentation means grouping your leads based on their situation so you can send them the right messages.

Not everyone who finds you is the same. Some are couples working together. Some are individuals whose spouse won't participate. Some are ready to book now. Some need more time.

By tagging people based on their behavior, we can send emails that speak directly to their situation—which makes them much more effective.

How it works:

  • When someone downloads the "5 Shifts" eBook → They get tagged as "Hot Couples"
  • When someone downloads the "Solo Guide" → They get tagged as "Warm Solos"
  • If they don't engage for 14 days → They move to "Curious"
  • If they go cold for 30+ days → They move to "Reactivation"

The email platform handles all of this automatically once it's set up.

The Four Lead Segments

🔥 Hot Couples

Who they are: Both partners are interested in improving their marriage. They downloaded the "5 Shifts" eBook together or one partner shared it with the other.

What they need: Confidence that coaching works and that Julie is the right fit. They're already motivated—they just need to trust the process.

Email tone: Confident, peer-to-peer. Speak to them as successful adults who make strategic decisions.

Conversion timeline: 7-14 days typical

💗 Warm Solos

Who they are: One partner who wants change, but their spouse isn't interested in coaching. They feel alone and uncertain if change is possible.

What they need: Validation that they're not crazy, hope that one person CAN change a marriage, and permission to invest in themselves.

Email tone: Empathetic, encouraging, hopeful. Acknowledge their difficult situation.

Conversion timeline: 14-30 days typical (longer nurture needed)

🤔 Curious

Who they are: People who engaged with content but haven't booked after 14 days. They're interested but something is holding them back.

What they need: A different angle. Address their objections. Give them a reason to act now rather than later.

Email tone: Direct but not pushy. Acknowledge they're still thinking about it.

Conversion timeline: Variable—some convert, some don't

❄️ Reactivation

Who they are: Cold leads who haven't engaged in 30+ days. They may have lost interest, gotten busy, or decided it's not the right time.

What they need: A gentle check-in. One last attempt to re-engage before moving to long-term nurture.

Email tone: Casual, no pressure. Acknowledge that time has passed.

Conversion timeline: Low probability—but worth the attempt

Email Platform Setup

Tags to Create

Tag Name Applied When Triggers
lead-magnet: 5-shifts Downloads "5 Shifts" eBook Hot Couples sequence
lead-magnet: solo-transform Downloads "Solo Guide" Warm Solos sequence
status: curious 14 days, no booking Curious sequence
status: cold 30 days, no engagement Reactivation sequence
status: booked Books Strategy Session Removes from all sequences

Ideal Client Avatar

Who we're talking to and what they care about

What Is a Client Avatar? (For Julie)

A client avatar is a detailed description of your ideal client—the person you most want to work with and can help the most.

When we write ads, emails, and content, we're not writing to "everyone." We're writing to this specific person. The more clearly we understand them, the more our words will resonate.

This isn't about excluding people. It's about speaking so directly to the right people that they feel like you're reading their mind.

Primary Avatar: The Successful Couple

Demographics

Age 35-55 years old
Income $200K+ household
Career Executives, business owners, professionals
Marriage Length 10-25 years
Children Often have kids (teens or young adults)

Psychographics

  • Achievement-oriented and goal-driven
  • Value efficiency and results over process
  • Skeptical of traditional therapy
  • Private about personal struggles
  • Willing to invest in solutions that work
  • Prefer strategic approaches over emotional processing

Their Situation

They've built an incredible life together—successful careers, beautiful home, family they're proud of. From the outside, everyone thinks they have the perfect marriage.

But somewhere along the way, they became more like business partners than lovers. They're not fighting. They're not in crisis. They're just... disconnected. Coexisting rather than connecting.

They've tried date nights, maybe even a therapist or two. But nothing seems to stick. They're busy, and "working on the marriage" always gets pushed to the back burner.

They're not ready to give up. They know something needs to change. They just don't know what—or how.

Their Pain Points

  • Feel like roommates instead of partners
  • Intimacy has faded (emotional and physical)
  • Conversations are all logistics, no connection
  • Feel lonely even when together
  • Worry this is "as good as it gets"
  • Don't want to end up like their parents
  • Embarrassed to admit they need help

Their Desires

  • Feel genuinely connected again
  • Have fun together like they used to
  • Be excited to come home to each other
  • Have a partner, not just a co-parent
  • Model a great marriage for their kids
  • Feel proud of their relationship
  • Grow old together and actually enjoy it

What They Say (Use These Phrases in Copy)

"We're not in crisis, we're just... stuck."
"We've become more like business partners."
"I don't want to spend years in therapy."
"We have everything except the marriage we want."
"I don't even know when we stopped connecting."
"From the outside, everyone thinks we're perfect."

How to Use This Avatar

When writing any content—ads, emails, landing pages, social posts—imagine you're speaking directly to this person. Ask yourself:

  • Would this language resonate with a successful executive?
  • Does this address their specific situation (not in crisis, just disconnected)?
  • Am I speaking to their desire for results over process?
  • Would they feel understood, not judged?

The more specifically you write to this avatar, the more powerfully your content will connect.

Analytics & KPIs

How to measure success and know what's working

What Are KPIs? (For Julie)

KPIs (Key Performance Indicators) are the numbers that tell us if our marketing is working.

Instead of guessing whether ads are effective or emails are good, we track specific metrics that show us the truth. This lets us make smart decisions about where to invest time and money.

The numbers that matter most:

  • Cost per Lead: How much we spend to get one email address
  • Email Open Rate: What percentage of people open our emails
  • Booking Rate: What percentage of leads book a Strategy Session
  • Close Rate: What percentage of Strategy Sessions become clients

By tracking these numbers, we can see exactly where the funnel is working and where it needs improvement.

Key Metrics to Track

Metric Target What It Means Where to Find It
Cost per Lead (CPL) $5-15 How much each email address costs Facebook Ads Manager / Gemsoft
Landing Page Conversion 30-50% % of visitors who opt in Gemsoft (Funnels)
Email Open Rate 35-50% % who open emails Gemsoft (Email/SMS)
Email Click Rate 3-8% % who click links in emails Gemsoft (Email/SMS)
VSL Watch Rate 50%+ to midpoint % who watch half the video Vimeo analytics
Lead to Booking Rate 5-15% % of leads who book calls Gemsoft (Calendar + Pipeline)
Show Rate 80%+ % who attend booked calls Gemsoft (Pipeline)
Close Rate 20-40% % of calls that become clients Gemsoft (Pipeline + Opportunities)

Tracking Setup Instructions

🎯 Primary Platform: Gemsoft (GoHighLevel)

Gemsoft is your all-in-one marketing platform. It handles landing pages, email/SMS, calendars, pipelines, and reporting in one place. This means most of your tracking happens automatically without needing multiple tools.

1. Gemsoft Dashboard Setup

Gemsoft's built-in reporting tracks most metrics automatically:

  • Funnels → Analytics: Landing page views, opt-in rates, conversion rates
  • Marketing → Emails: Open rates, click rates, unsubscribes per campaign
  • Marketing → Workflows: Automation completion rates, trigger events
  • Calendars → Reports: Bookings, show rates, no-shows
  • Opportunities: Pipeline stages, close rates, revenue tracking

How to access: Log into Gemsoft → Click "Reporting" in left sidebar → Select report type

2. Gemsoft Pipeline Setup

Create a pipeline to track leads through the sales process:

  1. Stage 1: New Lead (opted in for eBook)
  2. Stage 2: Engaged (opened emails, clicked links)
  3. Stage 3: Booked (scheduled Strategy Session)
  4. Stage 4: Showed (attended the call)
  5. Stage 5: Closed Won (became a client)
  6. Stage 6: Closed Lost (didn't become a client)

Location: Gemsoft → Opportunities → Pipelines → Create Pipeline

3. Facebook Pixel Integration

Connect Facebook Pixel to Gemsoft for ad tracking:

  • Go to Gemsoft → Settings → Integrations → Facebook
  • Connect your Facebook Ads account
  • Pixel fires automatically on Gemsoft funnels
  • Track: PageView, Lead (opt-in), Schedule (booking)

Tip: Gemsoft can also send conversion data back to Facebook for better ad optimization.

4. Google Analytics (Optional)

Add GA4 tracking code to Gemsoft funnels for additional insights:

  • Go to Gemsoft → Funnels → Select funnel → Settings → Tracking Code
  • Paste your GA4 measurement ID
  • Tracks traffic sources, user behavior, page performance

5. Gemsoft Reporting Automations

Set up automated reports to stay informed:

  • Weekly Lead Report: Gemsoft → Reporting → Schedule → Every Monday
  • Pipeline Summary: Opportunities → Export → Schedule weekly email
  • Email Performance: Marketing → Emails → Analytics → Export

✅ Gemsoft Tracking Setup Checklist

Pipeline created with 6 stages (New Lead → Closed)
Facebook Pixel connected via Gemsoft integrations
Automations set to move contacts through pipeline stages
Weekly reports scheduled for leads and pipeline
Opportunity values set for revenue tracking

Sample Weekly Dashboard

Review these numbers every Monday to understand what's working:

--
New Leads This Week
--
Calls Booked
--
Calls Completed
--
New Clients

These numbers will be filled in once the funnel is live and tracking is set up.