The Blueprint

Develop a sales and marketing system that works on your behalf to attract high-quality clients – 24/7/365.

Tired of crappy Upwork clients and waiting around for referrals?

Most freelancers are reactive, meaning they wait for work to come to them.

They wait for someone to realize they need a new website, a new app, or someone to help manage their ads, and then they seek out someone like you. The problem is that equation is entirely out of your control… Will someone come knocking on your door this month? Who knows.

And when we have no idea where our next project is coming from, we end up making concessions so we can keep the lights on. Maybe we scrape the bottom of the barrel of Craigslist. Or we end up accepting a ridiculously low rate just so we have something to keep us busy.

You need a system that proactively generates work for you – without you needing to stay on top of it!

This probably sounds like a pipe dream. Automatically find clients…?

Without needing to network or any of the usual lead generation advice…? Yeah, right. There are so many companies you could help, but if you’re waiting for them to:

  1. Realize that they have a problem
  2. Realize this problem can be solved
  3. Realize that someone like you can solve it
  4. Search around and find your contact form

…then you’re missing out on a lot of companies that you could really help.

"The system is fantastic to get clients and grow your network in a very organic way without being spammy. I know my business is going to change for the better if I do the work and step a little out of my comfort zone"

Sergio Romero, Marketer

But what if you had an automated system that met companies right where they are now – before they know they need someone like you – and, over time, educated them towards realizing that they need someone like you?

In this course, I apply everything I learned in growing an agency that brought in over $2 million a year and kept 11 of us fed. My agency couldn’t afford to “hope and pray” that we’d have enough work to keep us afloat. (Our payroll was $100k+ a month!)

This course is also the by-product of over eight years of experience in helping hundreds of freelancers and agencies take ownership over how they get work. I’ve also leveraged everything I’ve learned in building large audiences at scale online, and apply these strategies and tactics to getting high-value consulting clients.

This course is unlike anything you’ve come across.

It’s not simply a course on building on audience or fusing together a bunch of one-off tactics that kinda sorta might help you find clients who are looking for people like you.

Instead, it’s a framework for figuring out a compelling value proposition, and building out automated systems that meet people where they are right now and – over time, and only when they’re ready – pitches them on working with you.

The result? A steady and consistent stream of project leads. An audience who respects and trusts your abilities to help businesses grow, and is your secret weapon in referring you to their peers.

But most importantly, the peace of mind that comes with knowing that you have a stable business with clients lined up, ready to work with you when you have the bandwidth.

"This course presents a brilliant approach.

It allowed me to maintain 'who' I am while positioning 'what' I do to different market segments or verticals.

I have taken dozens of online programs, but this is the most comfortable approach to date.

I didn’t have to totally revamp my website, my copy, etc. I just focused my strengths toward a specific vertical.

It also feels lower risk, i.e. if it doesn’t work, I just reposition the offer RATHER THAN reposition 'me.'"

Ari Zelmanow, Researcher

What's Inside

This course is composed of 62 video lessons (over 6 hours of HD material) that walk you through, step-by-step, creating assets that generate you leads.

You won’t just learn in this course – at the end of it, you’ll have automated systems, a service offering sales page, and other tools that help you attract and convert high-quality clients.

Module 0

Course Overview

In the first module, I overview the System and ensure that you and I are on the same page. I’ve also included reference material that you’ll use as you move through the course.

Module 0 Lessons:

1. What We’ll Be Creating

2. Setting The Right Expectations

3. Tools You’ll Need

4. Glossary Of Terms & Phrases Used In This Course

5. Visual Overview Of “The System”


Module 1

Your Positioning Statement

What are you offering and why should people care? Rather than pigeon hole yourself into a single specialization, we’re going to position your funnel – and not your business. In this module, I work with you to create the end goal: what are you offering, and why should a client care?

Module 1 Lessons:

1. Why Position?

2. Your Unfair Advantage

3. Past-Project Reflection

4. Watch Me: Collect Data From A Past Project

5. Finding A Market

6. Creating Your Positioning Statement


Module 2

Writing Your Internal Manifesto

Once you’ve researched a basic statement, we’re going to turn it into a meaty Internal Manifesto that you use to pin down every aspect of the system we’ll be creating. We’re also going to get your Manifesto in front of the right people – ideally scoring a first client or two in the process.

Module 2 Lessons:

1. Turning Your Positioning Statement Into A Manifesto

2. Watch Me: Write My Manifesto

3. Developing A Validation Plan

4. A Trojan Horse At The Gates

5. Conducting Outreach

6. Delivering On Your Promise

7. Following Up

8. Validating Your Positioning


Module 3

Creating A Marketable Document

Your manifesto is great, but it’s for your eyes only. We’re going to comb through the data you’ve been collecting when validating your Manifesto, and normalizing everything you’ve captured and turning it into something that you can actually put in front of prospective clients.

Module 3 Lessons:

1. What Is A Marketable Document?

2. Normalizing What You've Learned

3. Watch Me: Write My Marketable Document

4. Finalizing & Sharing


Module 4

Shipping Your Service Offering

Now that you’ve created your marketable document, it’s time to show it off to the world – or at least the people who make it through the funnel we’re about to create together! You’ll learn how to design and write your Service Offering, along with how to craft the perfect call-to-action that leads people to take that first step of hiring you.

Module 4 Lessons:

1. The Job Of Your Service Offering

2. Design and Structure

3. The Call-To-Action

4. The Application Process

5. Watch Me: Create My Service Offering

6. Teardown: Janelle Allen’s Service Offering

7. Teardown: Jake Larsen’s Service Offering

8. Teardown: Val Geisler’s Service Offering


Module 5

Creating A Content Arsenal

When someone first comes across you, they’re probably not ready to commit to meeting with you, let alone hiring you. This is the big mistake a lot of freelancers make. Here we’ll talk about the role of content: what to create, what it’s “job” is, and how to get people who consume your free content to become a lead.  

Module 5 Lessons:

1. The Role Of Content

2. Writing Great and Engaging Content

3. Sources of Inspiration

4. Forming Habits


Module 6

Shipping Your Freebie Offering

Before your leads are brought to your Service Offering, we’re first going to educate them about their problems and help them understand exactly how to solve them. In this module, I’m going to help you write and build a start-to-finish automated system that nurtures leads and prepares them to be your next client.

Module 6 Lessons:

1. Freebie Offering Models

2. Planning Your Freebie Offering

3. The Short Cut... or The Long Road?

4. Using Your Freebie Offering

5. Watch Me: Create A Freebie Offering


Module 7

Filling Your Pipeline

If a tree falls in a forest, does anyone hear it? And if you create some free content and put it on your website, will anyone ever see it? This module is all about getting the right people to discover you, and to keep the traffic coming. With each channel, we’re going to get people not to find your service and hopefully hire you – but rather, to self-select to take that next step to learn from you. After you’ve educated a lead, they’ll be automatically pitched on your Service Offering, effectively automating your project requests and consultation meetings.

Module 7 Lessons:

1. Channels, Channels, Channels

2. Jumping Into Conversations

3. Guest Posts

4. Podcast Tours

5. Speaking At Events

6. In-Person Networking

7. Search Traffic

8. Writing A Book

9. Paid Ads

10. Retargeting


Module 8

Nudging The 98%

The majority of leads who move through your automated funnel won’t be ready to work with you right away. However, these leads become a part of your larger audience. In this module, you’ll learn how to keep your leads engaged over time, turning them into future clients and/or getting them to refer work to you.

Module 8 Lessons:

1. Most Leads Won’t Hire You – And That’s OK!

2. Segmenting Your Audience

3. Creating Sales Touch Points With Your Audience

4. Curation, Not Creation

5. Getting Off The Newsletter Hamster Wheel

6. Watch Me: Creating An Evergreen Newsletter


Module 9

The View From 10,000 Feet

Now your system is complete. You have a number of channels that are consistently sending the right people to you, and your content arsenal is converting them into leads. From there, these leads are being educated about why they need to hire a company like yours, and you’re convincing them that you’re the best for the job. The final module is all about how to analyze, experiment with, and quantify the value of your entire system. This will give you the data you need to scale up additional funnels, and throw more fuel on the fire for the channels that are sending you the best, highest-value clients.

Module 9 Lessons:

1. Creating A Fly-Wheel

2. Including Feedback Loops

3. Quantifying Your Funnel's ROI

4. Is It Time To Go All-In On A Niche?

"Great great great! The best so far for me is learning about my intended clients and their businesses – this will NEVER hurt and will make me a more desirable *knowledgable* hire in the future."

Patterson Watkins, Culinary Consultant

Who’s behind this course?

We are a husband and wife team who love freelance consulting, but are also hell-bent on helping other freelancers learn how to master the BUSINESS of freelancing.

A lot of us (ourselves included) started freelancing because we're technically solid... but end up learning the hard way being successful is much more than just being good at what we do. In addition to this course, we also write and podcast weekly for our audience of over 50k+ freelancers.

LAURA ELIZABETH

Co-owner, Double Your Freelancing

Laura worked as a freelance designer for 10 years before pivoting into helping others grow their freelancing businesses with her array of products and courses.

BRENNAN DUNN

Founder, Double Your Freelancing

For the last decade Brennan has been working with clients. He started out as a freelancer, and after 3 years his business grew to an agency of 11 employees and a $2 million in annual revenue.

"As a small agency, we had never gotten a single quality lead out of our website, and so had neglected it for a long time. We were finally getting around to revamping it and decided to buy the Blueprint. It felt like it had been created specifically for us. Since then, we have gotten real leads who we have never spoken to before."

Andrew Askins, Developer and Agency Owner

Our 60-Day 100% Risk-Free Satisfaction Guarantee

I am totally confident that The Blueprint will bring you a HUGE return on investment. That's why I have a 100% satisfaction guarantee.

Simply take the course and if you don't feel you've gotten more out of it than you paid, email me at [email protected] within 60 days and I’ll refund your full investment.

The long road… or the shortcut?

In Module 7 of The Blueprint, I teach you how to put together the perfect Freebie Offering.

What’s a Freebie Offering?

Well, it’s an automated sequence that you’ll create that’s tasked with creating clients.

Its only job is to meet someone right where they are today, and to then prime them to be ready to be receptive to your offer.

In that module, I teach you how to pitch people who have made it through.

“Do you want to take the long road… or the shortcut?”

Choosing the long road means that you’re going to take it upon yourself to radically overhaul the way you sell and market yourself. You embrace an attitude of trial & error, and get to work consuming a ton of blog posts, podcasts, and so on with the intent of developing your own system for selling.

You’re going to likely scrape your knees (metaphorically) a few times. Things won’t work how you expected they would. You grasp at tactical straws, trying to find “the one thing” that will finally give you what you’re looking for – a fully automated system for getting your business in front of the right people and convincing them to hire you.

Some people eventually get what they need.

It took me over a year of trial & error, business coaches, and heavy testing to figure out what would finally work for my agency.

And then, in 2011, I started teaching others. And now, over a decade later, I’ve become a much better teacher (it took me a while to realize that knowing how to do something doesn’t mean you know how to teach it!)

But over this past decade, I’ve also been able to really refine how I should be teaching others. More data and more experience has led to countless tweaks and adjustments into what I believe is the single best system available for actually acquiring clients, without hype and fluff.

You could take the long road. You could attempt to try to figure this out all on your own…

Or you could take the shortcut and enroll in The Blueprint, execute on what I teach, and get exactly what you need to bring your business to that next level.

Enroll now for instant access

Includes lifetime access and a risk-free 100% satisfaction guarantee.

The Blueprint Course

Includes...

  • 10 In-Depth Learning Modules
  • 62 Lessons of HD Video
  • “Over the Shoulder” Walkthrough Tutorials
  • 90-Day "Virtual Course Club" Email Accountability Program
  • Membership to the DYF community: learn from us and peers, share work, build partnerships, attend live events, and more.
  • 60-Day 100% Satisfaction Money-Back Guarantee
  • Lifetime Access
  • Free Access to ALL Future Updates

Price:

$997

Frequently Asked Questions

“What does The Blueprint course show me how to do?”

The Blueprint gives you step-by-step instruction and guidance on how to set up a sales and marketing system that works on your behalf to attract high-quality clients 24/7/365.

“Who’s The Blueprint for?”

The Blueprint is a great fit for freelancers and agencies who are sick of being stuck on the hamster wheel of trading time for leads.

Most freelancers either sit on their hands praying for a referral to come along or pour hours into things like Upwork, social media interaction, and cold outreach.

But the moment you stop spending time on those things, the leads dry up.

Enter The Blueprint.

The Blueprint is a complete framework for picking a target market, validating that it's both viable and profitable, and then creating lead generation systems that will bring you new clients without you lifting a finger.

If you've ever struggled to find high-quality consulting work reliably and consistently, then you're going to love this course.

“Leads without lifting a finger, huh? I love you Brennan but that sounds like a bunch of B.S.”

If you’re used to directly trading your time for leads, it’s no surprise that this might sound too good to be true.

But there’s nothing magic or scammy going on here.

The core premise of The Blueprint is that you invest time up front to build lead-generation systems that generate leads for you, rather than you always directly exchanging your time for leads.

This isn’t some “get rich overnight” scheme, or the leadgen version of a gadget that tones your abs while you watch TV.

It requires work, patience, and a willingness to embrace delayed gratification.

In fact, building these systems can sometimes feel fruitless at first (especially if you try to go it alone and do it the wrong way), and like it’s taking way more time and effort to get a client than it would have if you’d just gone on Upwork.

But the beauty of The Blueprint shines through as you stick with it and your lead generation systems grow and compound.

Eventually, you’ll have a well-oiled machine in place that you continue to reap the rewards from even if you leave it entirely alone.

THE BLUEPRINT IN ACTION

I’ll illustrate the fundamentals of The Blueprint with something you can probably relate to.

Let’s say you’re a developer and you need to figure out how to do your business taxes.

You’re totally new at this tax stuff, and you’re not sure yet if there’s some weird “developer-specific tax” or something like that, so you go to Mr. Google and ask something like...

“How to do my taxes as a developer”

You see an article called “The Ultimate Guide to Taxes for Developers” so you click it.

You read it and learn a lot of valuable info.

“…And oh look, this article is written by an accountant who specializes in taxes for developers. I should probably go check them out.”

Boom. You just experienced the power of The Blueprint.

You were the lead that that person didn’t lift a finger for.

Nothing weird or magical about that.

What’s cool is that once your eyes are open to this way of looking at lead generation, you quickly find that it’s everywhere

  • Every blog post you’ve ever read
  • Every podcast interview you’ve ever listened to
  • Every talk show guest

They’re all implementing their own version of The Blueprint.

The question is… when will you?

“I’m totally new to freelancing. Will this help beginners like me?”

Have you ever heard the business advice that goes something like...

“Entrepreneurs: someone who jumps off a cliff, and builds a plane on the way down”?

This is terrible business advice. 

So many of the students who have gone through my material have said that they wished they’d gone through it before starting their business.

Why?

Because why would you want to go into something blind and make tons of mistakes when you could get it right the first time?

No matter how experienced you are at finding and selling clients, this course is going to help give you a foundation to work with.

(And don’t get too hung up on experience. You might be surprised just how many veteran freelancers and agencies still depend on luck to survive.)

“I don’t want to be a sleazy, pressure-y salesperson”

Then you’re going to love this course.

You’re not going to be forcing random strangers on the Internet to buy from you.

You’re not going to be reduced to being a sleazy salesperson.

The Blueprint is built around the fundamental approach of genuinely helping people.

The system you build will have your prospective clients self-select to move further down your funnel.

You’ll be delivering valuable information and insights to your target market, and they’ll only buy if and when they’re ready.

I’d say that’s about as un-sleazy as you can get. 😉

One of our past students, Sergio, said it well…

“The system is fantastic to get clients and grow your network in a very organic way without being spammy. I know my business is going to change for the better if I do the work and step a little out of my comfort zone.”

“Do these techniques still work in 2023?”

Yes!

The most important thing The Blueprint gives you isn’t the tactics. (Though it does give you tactics)

The true benefit from The Blueprint is the holistic strategy that you’ll be able to carry forward and benefit from for decades, even as the landscape of marketing changes.

So yes, we’ll teach you the specific techniques that are still working in 2023.

But we’ll also teach you what you need to know at a fundamental level so that The Blueprint can keep serving you in 2033 and 2043. 🙂

“I’m in a really weird industry… Will this still work for me?”

Yes!

The Blueprint is NOT just for designers, developers, and consultants.

Here’s are 2 questions to answer to determine conclusively if the blueprint will work for you and your industry…

  1. Do you serve clients?
  2. Do they have questions you can answer?

If you can answer “yes” to both of those questions, then I can guarantee that The Blueprint will work for you and your industry.

The core of The Blueprint involves building a “content arsenal” to enable your best customers to find you without you having to go looking for them.

As long as there are potential clients out there asking themselves questions you can answer, The Blueprint can work for you.

“I’m an agency. Is this just for freelancers?”

Nope.

In fact, the origins of this course stem from my experience growing an 11-person web agency.

Our monthly payroll was $100k+ a month at our peak – we literally couldn’t afford to not take control over how we found work.

Whether you’re a team of 1, or a team of 100, you should be optimizing to spend as little time as possible finding and selling qualified project leads.

“If I do good enough work, won’t word-of-mouth referrals be enough to sustain me?”

Maybe. If you’re lucky.

But there are a couple catches…

  1. It takes yeeearrrss of working with a lot of clients to cultivate a meaningful referral stream
  2. Not all niches are conducive to generating many referrals
  3. It’s highly out of your control
  4. Even when you do reach the point where you’re sustained by referrals, the referral stream can still dry up and leave you back at square one

Do you really want to wait around for years and years with your fingers crossed, hoping one day you’ll have enough referrals coming in to sustain you?

Or would you rather take control and build a solid, diversified lead generation system that you can rely on?

  • There’s no better sense of security than what you feel when you have a steady, diversified stream of leads constantly flowing into your inbox.
  • And the empowerment that comes from knowing you can affect the flow rate of that stream is unparalleled.

So can you wait around for referrals to sustain you?

Sure, maybe.

But for me, I’d rather have that security and empowerment that comes from implementing The Blueprint.

“Why should I do this instead of just running FB/Google ads?”

Funny that you should mention it — paid ads are actually one of the 9 channels we teach in the “Filling Your Pipeline” module.

As I’m sure you know if you’ve ever tried it, it’s not enough to just turn on some simple paid ads that you point to your portfolio page and wait for the leads to roll in.

(Unless you have a big stack of cash you want to burn, anyway.)

The lead generation strategies and lead curation systems you’ll learn in The Blueprint are specifically designed to position you as an expert with a solid, authoritative foundation.

This allows you to attract the right kinds of leads, gaining you high-paying clients that you love working with, vs. nightmare clients who are looking for a “bargain barrel price.”

The Blueprint walks you through setting up a rock-solid sales and marketing system that works on your behalf to attract high-quality clients 24/7/365.

“Will I really have TIME to build my lead generation system?”

In short, the busier you are, the more you need a system that brings you leads on autopilot.

It’s common for freelancers to spend upwards of 10 hours a week chasing leads, putting together proposals, and going on sales calls that don’t pan out.

If you’re super-busy and feel you’re chasing your tail just trying to get enough clients coming through the door to stay afloat, it’s imperative that you build automated lead generation systems.

(Bonus: the abundance of incoming leads that The Blueprint will give you provides a foundation for raising your rates, allowing you to work less and earn more.)

"How much time will I need to dedicate to this course?"

The course is 100% self-paced and taught online, so it’s up to you how much you time you want to invest into it.

On average, it’ll take a month or two to get everything fully up and running, assuming you can spare an hour or so a week.

If you have a lot of extra time on hand, you could be done much sooner.

This will require work, though. If you’re expecting to buy the course tonight, and get overwhelmed with high-quality clients tomorrow, then I’m going to need to disappoint you.

But if you’re ready to start investing your time into intelligently building lead generation systems, rather than spending 10+ hours a week chasing your tail on job boards, social media, etc., you’ll find that soon enough you have more leads coming in than you can handle.

If you’re ready to make this investment into yourself, I’d invite you to start going through The Blueprint and building systems that will take your business to the next level.

And since the course is 100% on-demand and self-paced, it’s ready to start whenever you’re ready!

(This means 5 minutes from now, you could literally be in the course, working through the first module and making real progress growing your business.)

“Is this course worth the money?”

Yes. I’m 100% confident it’s worth the money.

…And it’s not just based my feelings or opinion…

It’s based on SCIENCE. 🧪

Here’s what goes into that…

When you enroll in The Blueprint, you’re getting lifetime access to the course for $997.

How fast that $997 investment pays itself off…

Let's say you're a developer and a typical client is worth a super-conservative $1,000 to you.

And let's say you implement everything you learn in The Blueprint and you have your lead generation systems built and working in the next few months.

Let's again go super-conservative and say that these lead generation systems you built bring in 1 new client a month.

How long does it take for that $997 investment to get totally paid off for you?

In our example here, the payoff timeline is just one month after your lead generation systems are in place.

When seasoned investors put their money into the stock market, they’re happy if they earn back what they put in after 8-10 years.

But you'll be paying off your investment within a few months.

So is it worth it?

I say hell yes.

But obviously I’m a little biased…

So instead of trusting me on this one, just look at what one of our past students, Andrew, has to say…

And remember…

If you take the course and you don’t feel you’ve gotten more out of it than you invested, or you’re not on track to get a HUGE ROI from it, all you have to do is email me at  [email protected] within 60 days for a full refund.

“How long will I have access to the course?”

You get lifetime access!

And as I add new material to this course, you’ll get it free of charge. Updates are on me.

“When does the course start and end?”

The course is 100% self-paced and taught online.

The email "Virtual Course Club" accountability program can be started at anytime, so if you’re not ready to get started just yet that’s perfectly fine.

“What happens after I buy?”

Once you buy, you’ll have immediate access to the course via our courseware and all the material will be unlocked.

I’ll also email you a confirmation email and you’ll get enrolled into a virtual “course club” where I’ll regularly check in with you to keep you accountable and encourage you to keep moving forward, while also providing additional insights and commentary.

“Is it really risk-free and 100% satisfaction guaranteed?”

It sure is!

Simply enroll in The Blueprint, give it a try, and if you don’t think the course is worth more than what you paid, just email me at [email protected] within 60 days and I’ll gladly refund you every penny.

Last Chance to Enroll...

Remember... Your purchase includes lifetime access and a risk-free 100% satisfaction guarantee.

The Blueprint Course

Includes...

  • 10 In-Depth Learning Modules
  • 62 Lessons of HD Video
  • “Over the Shoulder” Walkthrough Tutorials
  • 90-Day "Virtual Course Club" Email Accountability Program
  • Membership to the DYF community: learn from us and peers, share work, build partnerships, attend live events, and more.
  • 60-Day 100% Satisfaction Money-Back Guarantee
  • Lifetime Access
  • Free Access to ALL Future Updates

Price:

$997