I've Turned The Five Lightbulbs Framework into a Step-by-Step Messaging Methodology

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Billy Broas here, and I help smart business owners translate their products into compelling marketing language.

Smart people are typically so close to their product that they struggle to see it with fresh eyes.

As one client, a service provider, recently told me:

 "We know we have something special—but marketing it has been frustrating."

If you're in the same position, where you're getting your customers great results, but struggle to convey your value to new people—keep reading. Because I've created a messaging methodology that allows you to:

My methodology does not teach you to make outlandish promises nobody believes. It does not rely on countdown timers or fake urgency. It does not require you become an influencer.

Instead, you'll follow a classy approach to marketing that puts the focus on your customer. And then you'll craft a strong argument for why that customer should invest with you. 

I've baked advanced marketing techniques into a simple package that anybody can follow, and our methodology is currently being used by marketing beginners and professionals alike.

Now, before I get into the details of the online course, it's important you hear how I developed this methodology. 

It wasn't created overnight—far from it.

The story begins when I was helping Tiago Forte grow his business

Tiago Forte is the founder of the popular online course, Building a Second Brain, and published a New York Times bestselling book by the same name. In 2019, Tiago hired me to help him improve his marketing results.

We hit a home run.

I helped him grow his small online course into a 7-figure business which then helped him secure his book deal with a major publisher. The rest is history.

Many of Tiago's course students are also business owners, and seeing Tiago's meteoric rise, they began asking him for marketing advice. 

Marketing is outside of Tiago's main topic, so he turned to me, his marketing advisor. Tiago suggested I run a program for his students, teaching them what I know about marketing.

I told Tiago, "Let's do it."

One morning, fueled by coffee, I sat down to write the curriculum for our new training. That's when it happened.

The idea hit me when I was working on the Module 1, which instructed students on how to create their marketing message. I was drawing a picture that explained my messaging methodology, and that's when the lightbulb turned on inside my head.

The Five Lightbulbs was Born

I looked at my drawing and saw five lightbulbs hovering over a bridge. While those lightbulbs looked simple enough, I knew what they represented, and the potential they held.

Tiago and I ran the program and incorporated this new framework, which I called The Five Lightbulbs. After the program ended, we surveyed everyone. The surprise?

Out of the eight modules, every person (but one) voted The Five Lightbulbs their favorite. I knew I created something special.

Have you heard that old adage, "Double down on what works"? 

I'm always trying to better follow that adage, and The Five Lightbulbs gave me the perfect opportunity. So, on the next round of the training, I made it 100% The Five Lightbulbs—I ditched the other modules.

This second group of students saw even better results:

• An online course creator sold out all his seats in under 24 hours
• A leadership coach found a new USP (unique selling proposition) that landed her a large retainer client
• An agency owner trained his entire team on The Five Lightbulbs
• A media buyer is now using The Five Lightbulbs to test different Facebook ads and find winners

These results confirmed the first group wasn't a fluke. That's when I decided to go all-in on The Five Lightbulbs, so that it could live up to its true potential and help more people with marketing.

I spent two years implementing The Five Lightbulbs on real world-marketing campaigns

Before launching this DIY online course you're about to read about, I implemented The Five Lightbulbs with:

1. My 1-on-1 clients
2. Students in live group programs

Which meant I've been deep in the trenches with business owners implementing The Five Lightbulbs. That's allowed me to see where people get stuck, what works best, and what doesn't.

We tested The Five Lightbulbs methodology through:

• 125 breakout rooms
• 42 writing sessions
• 100 Messaging Maps (the document that contains your Five Lightbulbs)
• 130 hours of me teaching The Five Lightbulbs on Zoom.

Here's a picture from one of our groups' closing ceremonies. This was our "victory" photo.

After 15 years working with online businesses, I've seen how many products are rushed to market, and that was the last thing I was about to do. I made sure we got our methodology dialed-in.

It's paid off, too.

Read the results we're getting

10 Benefits of This Methodology

Here are ten features of our Five Lightbulbs methodology and how they'll help you maximize your marketing.

1 - Centralize your core message
Disjointed messaging leads to confusion. Our 5L method centralizes your messaging, ensuring it's clear and aligned across your website, social media platforms, and team members.

2 - Get a testing framework
As the saying goes in marketing, "Always be testing." Now, you have a framework to guide you.

3 - Plug & play to create marketing material quickly
Create marketing material faster. With our method's plug & play nature, you'll never create marketing material from scratch again.

4 - Built for collaboration
Copywriters, social media managers, web designers, and salespeople now have a place to collaborate when creating marketing messaging.

5 - Platform agnostic
Text, audio, or video. Facebook Ads, emails, or websites. It doesn't matter the medium or platform because The Five Lightbulbs can handle it.

6 - Visual learning
A bear, an owl, a visual landscape—what's not to love? Our method has a powerful operating system at its core while remaining fun and approachable.

7 - Tells a story
Everyone knows the best marketing tells stories, and storytelling is woven into the fabric of The Five Lightbulbs method.

8 - Gives your team a marketing language
We hear client teams say things like:

- "I love my Lightbulb #2 email!"
- "I need an Lightbulb 3 story!"
- "I came across an awesome Lightbulb 5 headline"

When your team speaks the same marketing language, it empowers them and makes them more autonomous. What leader wouldn't want that?

9 - Based on a timeliness skillset
The Five Lightbulbs methodology is built on the timeless skillset of rhetoric. I studied everyone from Aristotle to trial lawyers, learning their best techniques.In our methodology, instead of hype and outlandish promises, you'll make a compelling argument that wins over your prospect.

10 - Reusable
Once you learn the process, use it forever. Any product, service, business or invention you ever create—send it through this methodology. The best part is you only need to pay once.

It's now ready for a wider audience

As much as I love being a practitioner, I can't personally work with everyone. That’s why I am rolling out this DIY version of The Five Lightbulbs methodology. It brings the methodology to more people.

You've seen the time and effort I've put into developing it. I didn't create this methodology in a weekend. Over 1,000 hours and much blood, sweat, and tears went into its creation.

I've worked in online marketing since 2008, and I've seen all the other marketing courses. Heck, I've helped promote many of them. I know what they lack and what business owners really need.

Finally, 15 years after getting into online marketing, I'm releasing my very first marketing course. And I couldn't be prouder of what we've created.

It's the marketing course that makes all the other ones work.

Introducing: The Five Lightbulbs Method

First, you'll choose the product you want to run through the process

When you start the course, you'll choose the first product or service you want to run through the methodology. To help you decide, ask yourself:

• “Which product or service do I want to sell more of?”
• "Which product would I love to have more testimonials from?"
• Fill in the blank: "If [XYZ] product took off, it would be life changing for me"

Anything come to mind?

Use those questions to think of good first candidate for a product, but don’t worry about locking yourself in. Remember, you pay for this system once, and can use it unlimited times for as many products or services as you wish.

Next, you'll create your 
product's Messaging Map

A Five Lightbulbs Messaging Map is similar to a brand manual.

You can easily pay $10,000 (and in many cases $50,000+) to get a brand manual created, which will give you your logo, fonts, and website colors.

I asked, “Why don’t do the the same thing for our persuasive messaging?"

"Why not have a centralized document that contains the words needed to lead customers to buy?"

The Five Lightbulbs Messaging Map is like a brand manual, but instead of dictating your visual identity, it dictates the best words to sell your product. You'll then plug these words into your website, emails, social media—everywhere.

In this first phase of our methodology, you'll learn:

• Our favorite tools for creating your messaging map
• The two key steps in building your messaging map
• A workflow for turning your messaging map into finished sales pages, emails, and more 
• 3 ways to quickly capture information in your messaging map
• How to handle more than one ideal customer (a common issue)
• When you should use multiple messaging maps
• How to collaborate with team members

When you're up and running with your messaging map, you'll feel much more relief around marketing. If you've felt scattered before, you'll now feel organized.

You'll be ready for the next step:

Then, you'll fill out your Five Lightbulbs

This is where the magic happens.

The Five Lightbulbs are special because they follow human experience of making a buying decision. They represent the things you must say if you want to turn on the lightbulbs in your customer's head and make them say, "Ah, this product is for me."

It works because you're empathizing with your customer, meeting them where they are, and leading them to the best solution for them. That's opposed to the approach most people take and beating customers over the head with their product from the start.

When filling out your Five Lightbulbs, you'll learn:

• How to do customer research using The Five Lightbulbs
• The importance of internal logic when it comes to earning your customer's trust
• How to know when you've done Lightbulb #3 correctly, which is the Lightbulb that articulates your unique approach
• How to pair Lightbulb #1 with Lightbulb #5 to maximize sales conversions
• How to find the Lightbulb on which you most need to turn up the brightness
• 25 questions that will give you endless messaging ideas

After this section, you'll have so much confidence, clarity, and excitement. Who knew marketing could be so systematic?

You only have one step remaining.

Finally, you'll weave your new messaging into your marketing

Completing a Five Lightbulbs Messaging Map is like getting a new Ferrari—you can't wait to take it for a spin.

The final step is to put your new messaging into action. The good news is you've already done most of the heavy lifting. Now, it's a matter of plug and play.

Enjoy the thrill of speeding through your next content creation session—with energy to spare.

Here's how that's possible. You'll:

• Learn how to sequence your Lightbulbs when creating marketing material
• Get a checklist with the 5 traits of good Lightbulb content
• Get a Call-to-Action Menu so you never again ask, "How should I wrap up this email?"
• Receive instructions for using The Five Lightbulbs to create sales pages, email sequences, and webinars
• Download templates for using your Five Lightbulbs on Twitter, Facebook Ads, Google Ads, and more
• Get 25 writing prompts with specific prompts for each Lightbulb
• Graduate from the the prompts and use our formula for coming up with your own writing ideas

Enjoy the benefits

The most common phrase we heard in the live group programs was, “I’m updating my website right now.”

Here's what Leila, an Excel educator, reported:

Use this process over and over

The Five Lightbulbs is a reusable process. Pay once for this training and use it again and again.

• Got an idea for a new product? Run it through the Lightbulbs.
• Want to upgrade your entire product catalog? Run each through the Lightbulbs.
• A friend needs help with their business idea? Run it through the Lightbulbs.

Whether it's a product, a service, an invention, a speech, or a book . . . if it demands persuasive communication, you'll find that language with The Five Lightbulbs.

Join now

The price for this DIY training program is $500. It's a one-time payment which includes lifetime access.

Click the red button below to lock in the lower pricing and access to the training.

Required Reading: Simple Marketing for Smart People

Before joining The Five Lightbulbs Method, you must first buy and read my book, Simple Marketing for Smart People. Do not buy the course without first reading the book.

One Year Guarantee

I'm happy to give a generous guarantee because I know this methodology works. Try The Five Lightbulbs Method for one year. Do the exercises and publish marketing content publicly. If the course doesn't improve your business, let us know and we'll refund today's payment.

Note: In order to qualify for a refund, you will be required to show you attempted the course.

Is this for you?

You're probably asking, "This sounds good, Billy, but is it a good fit for me?"

Let me help you answer that question. Here are five scenarios where sending an offer through this new DIY training make sense.

1) To prepare for an upcoming product launch or relaunch
This was a common use of The Five Lightbulbs in our cohorts. It's not surprising, because you want to put your best foot forward when it's time to unveil a new product.

We recommend running your offer through the process 3 - 6 months before a major product launch. We recommend this much leeway because dialing in your core messaging should take place first, and before getting into the details of planning your launch, lining up partners, building landing pages, etc.

That said, if you've got a launch next week, you'll still benefit from a quick run-through.

2) Give your marketing material a refresh
Maybe your website messaging looks old and weathered, like the cracked paint on window shutters. Is it time for a fresh coat? This program is the perfect way to eliminate eyesores and make your website more visitor friendly.

3) Explore a new product idea or customer avatar
We had a business owner repeat our cohort for this very reason. She’d been doing well in her business, but within her existing audience, she had identified a new type of customer. This new customer avatar represented a major opportunity.

She ran her offer through The Five Lightbulbs again, creating messaging for this previously neglected — but potentially lucrative — new customer.

Do you have a potentially lucrative new customer avatar? Run them through the Lightbulbs.

4) Align your team on your marketing messaging
Do you work with team members or freelancers?

There’s an old saying: Every employee in your company is a marketer. Sure, you the business owner know who you help and why people buy from you. But do your employees know?

Creating a Messaging Map together is the perfect way to get everyone aligned on who your company serves -- and why.

5) Prepare for upcoming media or press
A successful older friend of mine always says: “Don’t take opportunities—master them.”

When it comes time for press, like a media push, or a book release, make sure to master these opportunities. This program will help you by giving you the best things to say when that opportunity arrives.

Change your relationship with marketing

Marketing doesn't need to feel heavy. It doesn't need to feel like a chore. You don't need to dread it.

I've been where you are.

I come from an academic background and only got into this marketing thing because I wanted to leave my career and strike out on my own.

Yes, most marketing is tasteless, hype-filled, and overly complicated. But it doesn't have to be.

We're proving that marketing can be fun, creative, and simple. We've started a movement -- will you join us? Click the button below to get started.

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