This unit develops students’ ability to establish a known and trusted brand through strategic content, video, pricing, website, and sales-process design. Students will learn to create trust-building signals, produce authentic multimedia content, and align digital touchpoints and team workflows to improve self-service and conversion.
Learning Objectives
- Analyze the Four Pillars of a known and trusted brand and evaluate a company’s digital touchpoints using a provided scoring rubric to identify gaps in trust and discoverability
- Apply content and video strategies (including the 80% video approach and on-camera performance techniques) to create authentic, brand-aligned multimedia assets that address buyer objections and reduce friction
- Demonstrate the ability to design and optimize a core product-focused pricing page, review-generation process, and self-service toolset that give buyers control and improve conversion
- Evaluate the alignment of website, sales process, and cross-functional revenue team workflows and recommend tactical changes to signals, messaging, and community-building that increase buyer confidence
Curriculum
- 1 Section
- 28 Lessons
- 30 hours
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- Unit 2 — Brand Signals, Content, and Conversion28
- 1.1Breaking the Cycle20 mins
- 1.2Your Challenge20 mins
- 1.3For Additional Help and Information20 mins
- 1.4A Shift in Mindset20 mins
- 1.5Understanding The 4 Pillars of a Known and Trusted Brand20 mins
- 1.6Why Signals Matter in a Zero-Click and AI-Driven World20 mins
- 1.7Say What Others Aren’t Willing to Say20 mins
- 1.8How to Create “The Perfect Pricing Page”20 mins
- 1.9Create Your Own Product Reviews20 mins
- 1.10One Final Note on Best-in-Class Content20 mins
- 1.11Focus on Your Core Product or Service First20 mins
- 1.12Overcoming Personal Biases with Video20 mins
- 1.13Video 2: The 80% Video20 mins
- 1.14Why YouTube Is About More Than SEO20 mins
- 1.15Why Does Virality Even Matter?20 mins
- 1.16Training the Team for On-Camera Performance20 mins
- 1.17Give Buyers Control: The 5 Types of Self-Service Tools20 mins
- 1.18Why Your Sales Process Matters20 mins
- 1.19Working as a Unified Revenue Team20 mins
- 1.20The Call to Show Your Face and Share Your Soul20 mins
- 1.21Get Your Message Right: The Power of Story20 mins
- 1.22The Seven Cues of Human Content20 mins
- 1.23Authentic Voice and Knowledge Base20 mins
- 1.24Overcoming Resistance and Creating a Culture of Disruption20 mins
- 1.25The Right Website20 mins
- 1.26What Your Score Means20 mins
- 1.27The Power of Community20 mins
- 1.28Preview: The 4 Pillars of a Known and Trusted Brand20 mins
Instructor
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