FROM THE DESK OF BRENDON BURCHARD

#1 New York Times Best-Selling Author

Top 100 Most Followed Public Figure on Facebook
“The world’s leading high performance coach.” —Forbes
“One of the most successful online trainers in history.” —Oprah.com
“One of the top motivation and marketing trainers in the world.” —Larry King

Dear Influencer,

Congratulations for enrolling in Total Product Blueprint! You’re going to LOVE this program!

You’ve made an incredibly wise and lucrative investment in your future as a thought leader. In Total Product
Blueprint (TPB), you’re going to learn how to create and market the most profitable and powerful products and
programs for your audience. You’ll learn the detailed outlines and campaigns that make your products and
marketing successful.

I’ve used these strategies to dramatically grow my brand and increase the depth of transformation I can deliver
to my students. I can’t wait to see what you achieve through this training!

Here are a few simple things to help you succeed in this program:

1. Watch every video, in the order I release them, even if you don’t plan on creating or launching that
particular product or service this quarter or year. Just learning how I think through the creation and
marketing of each will make you a better teacher and marketer.


2. Fill out every worksheet. The worksheets are downloadable and can be found in each module of the
course in your Member’s Area.


3. Join me on the live online trainings. The schedule is in the Welcome tab of your Member’s Area, and I
will email you reminders prior to the live dates. As always, you can ask me questions during our live
trainings together.


4. Believe in yourself, deeply care about changing peoples’ lives, and GET TO WORK!

That’s it for now. Make sure you watch my Welcome videos and training, then get to work on the attached
worksheet. 



In all things you do in this industry: be decisive, move swiftly, be consistent, and deliver with excellence. 

Thanks again for joining TPB. You’re going to change a lot of lives with this.

Brendon
Brendon Burchard
Creator, Total Product Blueprint
Brendon.com

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 TOTAL PRODUCT BLUEPRINT
How to create and market the most lucrative thought leader products and programs

Welcome Week Overview

On the following pages are the major points and recommended activities and resources from Brendon’s video
training for you this week. Print these pages out, take your time in filling out the worksheets, and keep all your
work together for later review—you’ll be returning to these pages and notes for years to come!

Summary



Welcome to TPB! Our goal in this Welcome Module is to simply get you committed to doing your work, to
building your business, and to begin RIGHT NOW brainstorming your future products and services. This module
is just an overview and challenge. More detailed training will be released in the weeks to come. We’re just
getting started.

In this video, Brendon explains 5 things you can do right now to prepare for your adventure ahead:

1. Commit to your TOPIC and SALES.

2. Create your OFFER GRID.
3. Create your MESSAGE THEMES.
4. Invest in your TOOLS.
5. Define your 60-Day Challenge.

© 2011-2018 The Burchard Group. All Rights Reserved.

Do not distribute or train from without permission.

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 TOTAL PRODUCT BLUEPRINT
How to create and market the most lucrative thought leader products and programs

Welcome Week

1. Commit to your TOPIC and SALES.






The top 3 topics I’m passionate about creating products and programs for are… 

[Note: Topics can include any interest or skill you are passionate about. Yes, any! And it doesn’t matter which
ones you choose or start with - the order doesn’t matter here or in the marketplace. Just choose and go!]









The reasons I’m passionate about these topics are…











My goals in creating products and programs around these topics are…











The reasons I’m committed to learning how to sell these programs and earn great income from them are…















The reason NOW is the time for me to get SERIOUS about creating and selling products online is…




© 2011-2018 The Burchard Group. All Rights Reserved.

Do not distribute or train from without permission.

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 TOTAL PRODUCT BLUEPRINT
How to create and market the most lucrative thought leader products and programs

Welcome Week, 2


2. Create your OFFER GRID




In this section, Brendon encourages you to brainstorm three different products and programs—one at a low-
tier price point, one at mid-tier, and one at high-tier price point. This is just to get you brainstorming, so
don’t worry — you don’t have to know with 100% accuracy or certainty which products/programs you are
going to create. In fact, Brendon recommends you just start with one product if you don’t have on already.
But he also suggests you quickly create mid-tier and high-priced products because that’s the power of having
upsells, and ultimately where your real impact and profit will come from. Take a moment now to fill in the grid
below. Again, you don’t have to know the final answers—just brainstorm for now. You’ll get more clarity as we
proceed through upcoming weeks of TPB.



A. Here is a sample list of the most common product and programs. Circle three that you feel you would be
most passionate about creating within the next six months. There is no “correct” answer, and it doesn’t
matter which one you start with. So just choose the mediums/modalities that you would most enjoy
creating and building your business on:



PDFs, Reports Books/eBooks Teleseminars

Audio Programs Webinars/Webcasts Subscription/Membership

Speeches Seminars Online Courses

Consulting Life/Business Coaching Certifications

Masterminds/Groups Mobile Apps/Tools





B. Now, brainstorm the actual names and price points for your products/programs, as Brendon instructs in
the video:

Low-Tier
 Mid-Tier
 High-Tier


(Typically between $1-$97)
 ($97-$497)
 ($497+)

Title of Your

Product

Price

What it helps

customers learn/do

[Note: Don’t worry

if you don’t know yet,

we’ll cover customer

insights later. Just make it

up for now!]

© 2011-2018 The Burchard Group. All Rights Reserved.

Do not distribute or train from without permission.

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 TOTAL PRODUCT BLUEPRINT
How to create and market the most lucrative thought leader products and programs

Welcome Week, 3


3. Create your MESSAGE THEMES.




Throughout your life, you’ve learned beliefs, values, and life lessons you want to pass on and inspire others
with. These are basically message themes—phrases and lessons you want to communicate with other people
consistently throughout all of your teachings whether in written or spoken form. For example, Brendon shares
that some of his message themes revolve around living fully, loving openly, and making a difference; bringing
joy to situations; honoring the inevitable struggles of life; and striving for excellence. You don’t have to create
a comprehensive list here—it’s just the first week! The goal is to get you brainstorming and excited to know
that you can create products and programs with these message themes woven throughout; to remind you
that you can create things that matter to you.



10 phrases, beliefs or life lessons I would love to share with others include…





























If I could choose the top 5 messages from that list — themes that will become a major part of my brand
and messaging —- I would choose these 5… [Be sure to details WHY those 5 are important to you]

© 2011-2018 The Burchard Group. All Rights Reserved.

Do not distribute or train from without permission.

MakeMoneyDB.com
 TOTAL PRODUCT BLUEPRINT
How to create and market the most lucrative thought leader products and programs

Welcome Week, 4


4. Invest in your TOOLS.




If you started a cupcake bakery, you’d have to invest in an oven. Similarly, as you seek to start or scale this
business, you’ll need specific tools. Below are the commonly needed items to create your online business.
Please note that you do NOT need all of these tools to begin. You could literally start this business with just
your phone and charging people to be in a membership program with you where you teach them live every
week via video. Still, it’s nice to know the tools the larger brands are using so that you can anticipate what
you’ll likely grow into.



A. Camera Gear. To view Brendon’s studio setup, as well as his recommended camera gear, podcast
microphone, and fancier cameras, read the description and links in his studio walkthrough and gear setup
video on YouTube.



B. All-in-One Marketing Systems. Some systems can do it all for you, from building your websites, to hosting
and selling your products, to capturing and sending emails, to creating your membership sites or
subscription programs. Brendon highly recommends Kajabi as the best system today. Click here to learn
about Kajabi. Disclaimer: Brendon is a user of Kajabi and has recommended it for years; recently he became
an investor in the company. Other marketing systems include Click Funnels, Ontraport, and Lead Pages,
though each system might not do as much as Kajabi. Infusionsoft is another popular system for very
advanced users, but it doesn’t build your website, membership sites, or feature as many marketing tools.



C. Email Providers. If you already have a large list - over 10,000 email subscribers - Brendon recommends
sending your emails through either Kajabi, Convert Kit, or Maropost. Brendon primarily uses Kajabi because
it fully integrates with his products.



D. Webinar Providers. Most people use Everwebinar or GoToWebinar. An entire module here in Total
Product Blueprint will cover the creation and marketing of webinars.



E. Outsource Graphics/Videos. For low-cost simple outsourcsing, we recommend Fiverr, 99 Designs, or
Upwork. For fancier projects, we like Behance. 



F. Other tools. Brendon will cover product specific tools as we proceed through each module of the course.

© 2011-2018 The Burchard Group. All Rights Reserved.

Do not distribute or train from without permission.

MakeMoneyDB.com
 TOTAL PRODUCT BLUEPRINT
How to create and market the most lucrative thought leader products and programs

Welcome Week, 5


5. 60-Day Challenge.



Don’t worry, you’re just STARTING your training. This is just the Welcome Module, so don’t think you’re
supposed to know how to do everything, or that you have to make all your choices now! In the weeks ahead,
you’ll learn EXACTLY how to create and sell online courses, subscriptions, webinars, livecasts, seminars, book
launches, coaching programs and more. All the training is coming soon, so don’t let yourself get
overwhelmed.



HOWEVER, Brendon recommends setting a 60-day challenge for yourself any time you embark on a new
learning journey. In the video, he suggests you commit now to creating and launching at least one or two
new products/services in the next 60 days. Why? It gives you something to aim for. It also proves to yourself
that you can get many of the TPB strategies out there more quickly than you may imagine. It doesn’t take
very long to start a new monthly subscription program, or film a new online courses, or launch a paid webinar
series. Again, you’ll learn HOW to do all that soon… but why not set some real goals right now?





A product/program/service I would LOVE to create and launch in the next 60 days is…. [and the reason I’m
choosing that particular program to start with is…]







The obstacles (or excuses!) that will be in my path, and how I will overcome them, include…















When I create my next product/service and launch it on this EXACT DATE, the way I will celebrate is to…













The reason I’m so passionate about launching products and building my brand at this stage of my life is….

© 2011-2018 The Burchard Group. All Rights Reserved.

Do not distribute or train from without permission.

MakeMoneyDB.com