Altman Communications Academy

The place for Breakthrough Marketing Communications

What If You Could Get Personal Guidance On The Private Marketing Communications Method That Has Set Records For Companies Like

IBM, Johnson & Johnson, Time Magazine, Barclays Global Investors, and Coldwell Banker, Made $Millions For Top Coaches and Consultants Like Russ Ruffino, Douglas James, and Kate Byars, and for Celebrity Experts Like CNBC TV host Jim Cramer . . .

Well, now you can, but first you need to know this:

Flint McGlaughlin, founder of the renowned marketing research firm MECLABS says, “the essence of marketing is the message.” True…

but when research shows that people are getting bombarded with 10,000 marketing messages a day and ignoring almost all of them –

How do you break through all that noise?

How do you make sure your message won’t be one of the 9,990 messages refused entry into the minds of your prospects?

Here’s the key that will get you in:

If the essence of marketing is the message, I would add, the essence of a message that sells is The Hook.

Once you know how to come up with and use all sorts of hooks: big idea hooks, opening hooks, story hooks, bullet hooks, offer hooks, and open loop hooks that will keep readers reading and viewers watching, you have the keys to breaking through.

That’s why I came up with the Hookology Method and apply it to all marketing communications. It’s the method I’ve refined over 35 years working on marketing projects for top companies, agencies, coaches and gurus.

It can be applied to every part of your funnel and campaign: ads, sales pages, upsells, webinars, email, landing pages, etc. And the results are amazing

Here's what 8 figure coach Russ Ruffino has to say:

see other testimonials

Why haven’t you heard of this before?

Okay, I have to fess up here. I’ve kind of kept it to myself. It’s enabled me to stay at the top for so many years. While I’ve divulged some of it to coaching clients, I pretty much kept the whole system to myself while I was hotly competing for high paying clients.

So why open the kimono now?

Fact is, while I still do some copywriting and create campaigns for clients (in fact my recent social media ad campaigns have, as they say, been crushing – see testimonials), at this point in my life my biggest satisfaction is helping others.

Helping coaches, consultants and entrepreneurs grow their business by leaps and bounds. Helping independent consultants and freelancers go to the next level.

I’ve experienced the feeling of being a hero with my copy and campaigns but no longer crave the glory. And money is no longer an issue.

So coaching, consulting and teaching is my jam at this point. Which is ironic, since I started out teaching (see my bio) and have always enjoyed coaching and teaching.

So how can I help you? Well, through 1 to 1 guidance on your marketing communications. And the easiest way to get that is to book a Breakthrough Power Hour with me. (see below)

[Warning: there are very few time slots available in any month. Once they’re filled, It’s closed until the following month.

The Power Hour (aka 1 Hour CMO session)

We can cover anything you want. Think of me as your fractional Chief Marketing Officer for the hour. For instance, together we can:

Review and critique any part of your funnel, ads, sales page, webinars, landing pages, etc.
Feedback on the entire funnel structure, e.g. optimizing your funnel, fixing underperforming parts of your funnel.
Talk about what is the big idea of your campaign
Help in writing or scripting….
Clarify and refine your positioning, USP, core messaging, your elevator pitch
Pinpoint and highlight the unique mechanism of your solution
Go over hooks and angles for your marketing
Smarter ways to attract your dream clients

You can shape your Power Hour according to what you need. (Look at the trainings below to get an idea on some of the topics I cover.).

Who is this for?

Creators, coaches, consultants and entrepreneurs looking to launch or improve the marketing of your products, services, or brand
if you're a CMO, full time or factional, or a CEO, and want feedback before an important presentation or a new campaign launch.
Agencies, consultants and coaches looking for more effective client acquisition campaigns - inbound, outbound, or both.

Fee for the Power Hour/1 Hour CMO session: $600

(Tip: consider this a “sneaky backdoor” – for now – to get a critique for less. My critiques for sales funnels and sales webinars go for $1,000.)

How it works:

Check to see availability here
Click available time to reserve your session- it will send you to payment cart
Make payment
You will get confirmation
You’ll be able to send me any links I should look at.
Please show up at the appointed time. Any cancellation must be made 24 hours before the appointment to receive a refund.
The session will be done over the phone. You can request a zoom call if that’s what you prefer.

To reserve your Power Hour/1 Hour CMO session, check availability, then click to reserve your day and time. Click> I want to reserve a Power Hour

Want more comprehensive training in specific marketing communications areas?

I got you! I created these 4 week Deep Dive programs, to go in more in-depth on particular marketing communications areas.

4 week Deep Dive BreakthroughPrograms

One to one personal programs with a particular focus.

How it works:

After you sign up for a 4 week program, you’ll get notified and receive the first training video. Plus a worksheet and other materials.

I will then create a private Google doc folder for us to share documents, scripts, videos, questions and answers, etc. (like you see here).

This will be our shared workspace. You can upload assignments, ask questions, and share videos.

I will go into the folder and do critiques, answer questions, upload weekly training videos, and give personalized advice in the form of comments or videos, etc.

In the folder, you’ll also find checklists, templates, and examples. You will continue to have access to me throughout the 4 week program through the shared Google folder. I will be notified whenever you post questions or upload a new doc.

The Google doc folder will be yours to keep after the program.

(Note: Want to have a 1 to 1 call or zoom session in addition to the training? Just sign up for a Power Hour/1 hour CMO session, see above, at any point.)

Here are the Deep Dive Breakthrough Programs

1. Breakthrough Hooks and Big Idea Training

(signature training – my Hookology Method)

Discover the different kinds of hooks, how to come up with them, and how to use them:

The Big Idea Hook so you can stand out from the crowd
The Opening Hook to grab attention at the beginning of your ads, sales pages, webinars, content, etc.
The Open Loop Hook to keep people eagerly anticipating what you have to say next
Subject line hook - You don’t stand a chance of getting your email read if the subject line doesn’t grab them
The Funnel Hook to make your entire funnel work more effectively get people to
The Belief Hook the essential step to persuade people that your solution is the one that will finally enable them to succeed
Bullet Hooks give you multiple opportunities to stoke curiosity for your solution
The Offer Hook - The last step in getting people to buy
The Brand or Product Hook - The fast way to build a unique brand for you and your products

So how do you come up with these breakthrough hooks on your own? I’ll show you the specific process I developed over the years which has enabled me to create winning campaigns for over 35 years – including today.

The process I teach you in this training process will enable you to come up with the right hooks on demand. Once you know the process you can guide freelancers or AI tools to do much of the work for you.

You’ll also get access to my private vault of

-Evergreen big idea hooks
-Opening hooks
-Bullet hooks and more

Plus my files of the top Angles – this is key to coming up with different hooks.

When it comes down to it, in this incredibly noisy online world (and it will only grow noisier) you absolutely need a good hook game to stand out and persuade and convert your prospects. This unique training does that for you.

Added Bonus: How to leverage AI tools to come up with more breakthrough hooks and ideas faster and easier
______________________________________________________________________________________

The Hook is the most important part of all breakthrough marketing communications. But what about the rest of the webinar, sales page, ad, email, etc.?

In fact, that was another problem I faced for years. There was so much to do so I had to work fast! Out of necessity, I developed a complementary creation process to my Hookology Method.

And that is the Fast Assembly Block Process. You see, once you have the main hook, the rest is pretty modular. Think of it as text or script blocks to be assembled in the right order.

Once I figured out this process, boy did it make things faster. Yes, things are a bit different going from a facebook ad to a youtube video to a webinar etc. But the process of assembling these blocks is essentially the same.

Each of the following 4 week programs shows you how to combine my hooks methodology with my Fast Assembly Block Process, and how to apply them to specific kinds of marketing communications.

The result? Higher engagement, trust, belief, and conversion – leading to more clients and customers: Take a look and see which one is right for you.

2. Breakthrough Ads Training

The goal here is to show you how to come up with different opening hooks so you can easily create multiple breakthrough ads for different ad platforms.

And then to show you how to use the fast assembly block method to easily create the rest of the ad, as well as how to embed hooks throughout to keep engagement high all through the ad. So you have the ability to have high converting ads when you want.

This works whether you are creating the ads yourself, guiding a freelancer, or using ai tools. You’ll discover:

How to apply my method for Facebook, YouTube, Instagram, and TikTok video ads, as well as text ads for Facebook.
How to combine visual and audio hooks for maximum impact
How to multiply your success by repurposing the same video for YouTube, Facebook, Instagram and TikTok with just some slight variations and reformatting
The sticky compliance issues you must grasp for each platform
Access to my vault of ad hooks and angles so you can always create ads that break through all the noise.
The different psychological frameworks of each ad platform (and why you need to understand them in order to succeed)

Plus Video insider tactics, like:

You’ll also get my exclusive checklists, and templates

Added Bonus: How to leverage AI tools to write breakthrough ads faster and easier

3. Breakthrough Sales Page Training

Discover how to come up with different opening hooks so you can easily create multiple sales pages by just changing the opening and the lead.

And how to use the fast assembly block method to easily create the rest of the sales page, as well as embed hooks throughout to keep engagement high throughout the page. with this training you will gain the ability to have high converting sales pages when you want. Here’s what you’ll discover:

How to easily add emotional power in the right places.
How to logically lead your reader to the inevitable conclusion that your solution is the only to solve their problem.
Compelling persuasion tactics,
Best ways to use storytelling in sales pages
The game changing importance of The Belief Hook and how to use it to skyrocket sales.
Discover the benefits of different kinds of sales pages
How to write for different levels of awareness
How to overcome all objections.
Surefire techniques to get prospects off the fence and buy
How to use my hooks methodology to create high converting sales pages
How to take the reader by the hand, knock down objections, and lead them to the belief that only your product or service can enable them to succeed.
Use my Sales page Assembly Block process - creating them faster , easier- you can do it on your own, or make it easy for others to do them for you, or use an ai writing tool.

Added Bonus: How to leverage AI tools to write breakthrough sales pages faster and easier

4. Breakthrough Video Sales Letter (VSL) training

Learn how to come up with different opening hooks so you can easily create multiple video sales letters by just changing the opening and the lead.

And then I’ll show you how to use the fast assembly block method to easily create the rest of the VSL, as well as embed hooks throughout to keep engagement throughout the ad. You’ll come out with the ability to have high converting sales pages whenever you want.

How to take advantage of the incredible versatility of the VSL and use different formats and presentation styles.
How to amplify visual interest
How to use stories in VSLs.
Tips on editing or working with editors.
Tips to take from top TV commercials
How to keep your viewers on the edge of their seat with VSL cliffhangers
Why voice tonality is so important in VSLs, and how to make sure yours is the right one.
How to weave stories with your main hook.
How to use the power of video to shift prospects from the evaluation stage into buying mode.
Hybrid VSLs or plain VSLs, which should you use?
The most effective VSL structure and persuasion formulas
How to use the power of video to enhance the impact of every part of your VSL
Added Bonus: How to leverage AI tools to write VSLs faster and easier

5. Breakthrough Webinar/Masterclass training

Find out the best webinar structures that capture attention, keep attendees engaged and lead to high conversions.
How to create and test different webinar hooks without changing the rest of the webinar (gives you more chances to see what works.)
How to strike the right balance between educating and selling
Evergreen or Live webinars? Which is best for your business model
How to use the Assembly Block Process so you can swap out different parts and and easily modify or test different webinar approaches
Short Webinars vs long webinars vs medium webinars - How to choose the right one for you
The Pre-sell webinar and the Sales webinar - how to optimize both
The best way to get people to watch your whole webinar
How to structure high level masterclasses as premier positioning tools (that sell)
How to get the right people to attend your presentation
Why high ticket coaches and consultants should use webinars
How to use webinars to launch your high ticket business (and how to use them to go from 6 figures to 7 figures and more..
How to structure the all important Offer Stack
How to use open loops to keep people glued to your presentation
Added Bonus: How to leverage AI tools to write breakthrough webinars faster and easier

Includes my proprietary templates and formulas

6. Breakthrough email training

Learn how to write the breakthrough email sequences that get delivered, make an impact and get people to click through.

Why hooks are absolutely vital to make your email marketing successful
How to combine my Hooks Method with the Fast Assembly Block Process to boost the success of your email strategy
Find out how to use the most valuable email sequences and flows
How to turn your welcome sequence into a springboard to sell more products and services (at the right time)
Nurture sequences that build a connection and move your prospects to the sale.
How to easily write fast cash email sequences
How to create multiple behavior-based email sequences to boost conversions
How to use the Story and Segue method to always have super engaging emails
The secrets to creating high converting emails whenever you want
The email to landing page bridge that gets more people to click through
How to synch opening hooks and Call to Action hooks to boost response rates
Under-the-radar automation sequences that super successful e-mailers use
How to sift through and find data GOLD in your emails that can elevate every part of your funnel.

Includes my templates and checklists. Together we’ll create multiple sequences you can use for your business

Added Bonus: How to leverage AI tools to write breakthrough emails faster and easier

7. Breakthrough Sales Funnel Training

Russell Brunson built an empire based on sales funnels. For good reason. They are the key to online success. But while there is a lot of emphasis on setting up the funnel, people often miss the key to making them successful. The messaging and the hook. This training will fill that void. You’ll discover:

We’ll look at different funnel options and see which are best for you, including:

Ascension funnels - Find out to craft irresistible low ticket offers, and increase the rate of your upsells (the key to making these funnels work).
High ticket funnels - It’s the fastest way to big money in coaching and consulting. It’s simple, but the catch is each part of these funnels needs to be working properly. I’ll show you how to do it.
Webinar funnels - How thought leaders can dial in their webinars to to become the go-to authority in their niche
Book a call funnels - What to do to lower the cost per booked call.
Launch funnels - There are numerous ways to use a funnel to launch. I’ll show you what works best for you.
How to pre-frame your pitch to make the discovery calls enjoyable, easier, and successful and
What the most successful launch funnels have that others don’t
Pre-launch sequences that build up so much anticipation, prospects can’t wait for you to open the cart.
How to find the weak link in your funnel and fix it.
Discover the best conversion rate optimization techniques for your funnels
Short webinars vs longer webinars. Which to use in your funnel?
Added Bonus: How to leverage AI tools to write breakthrough funnels faster and easier

8. Breakthrough Launch Training

Years ago I was the lead writer on one of the biggest product launches of the century. The launch of iShares,which basically started the Exchange Traded Funds industry (now worth trillions of dollars).

It was a giant complex launch with lots of moving parts. I’ve taken lessons from that as well as launches I’ve worked on from big advertisers like Proctor& Gamble, and launches I’ve worked on for high ticket coaches and consultants, and put them into this Breakthrough Launch Program. Here’s a few things you’ll discover:

Why launches have to have a central theme
And if the theme has a big idea hook - all the better!
How to create pre-launch content that stimulates intense curiosity and anticipation.
Why most pre launch content is missing this key ingredient.
The different email strategies for leads who come from ads and those from your current subscribers.
How the Von Restorff Effect plays a key part in differentiating your product from what is currently on the market
Post launch emails can bring in a large percentage of the launch revenue. Here’s how to make sure you don’t leave money on the table.
Pre-launch sequences that build up so much anticipation, prospects can’t wait for you to open the cart.
How to make pre launch ads exciting, and build anticipation like the best movie trailers.
How to give your launch opening the excitement of a movie premiere.
Should you use a webinar or a VSL in your launch?

Added Bonus: How to leverage AI tools to write your entire breakthrough launch faster and easier

9. Breakthrough Content Creation Training

Content marketing works wonders if your content breaks through all the online noise out there. Breakthrough content makes a memorable impression in the minds of your audience. It projects an aura of importance and influence.

Here is the training that will enable you to create content that sticks in the minds of your audience. You’ll discover:

How to use hooks to make your written posts and content videos stick, stand out, and spread.
How to create 2 to 3 minute videos that attract your ideal audience and convey what makes you unique
My little-known research techniques to find fascinating stories and facts to hook your readers.
How to use my Fast Assembly block content to easily create more content and create multiple variations out of core content.
How to combine my marketing hooks method and my fast assembly block process to quickly and easily create content that sticks.
How to overcome skepticism in your content.
How to repurpose your content videos for multiple platforms
How to create quality content that establishes your authority and demonstrates your expertise.
The key steps to build your brand with content that sticks
Discover what content works best in each platform: Facebook, YouTube, LInkedIN, Instagram, TikTok
Find out if a podcast is worth your time
Where sticky content fits in your sales funnel
How to boost sales with sticky pre-sell content
How to boost sales from your webinars with post-event content
How to create content to rescue sales when prospects don’t buy

This will raise your content game, whether you create some or all of it yourself, or use freelancers or AI writing tools.

Added Bonus: How to leverage AI tools to write breakthrough content faster and easier

10. Breakthrough positioning and pitching - whether you are on Shark Tank, podcasts, events or webinars

The elements of positioning, messaging and USP, do more for separating you from competitors, determining what you can charge and which audiences you can attract. This training will enable you to position yourself and your brand and acquire the clients you want.

Get elevator pitch training using the hook method to make sure your audience clearly sees what’s unique about you and your solution.
Use your unique hook to pitch podcasts and other media as intros for your talks
Develop the most effective intros for others to introduce you
How to use Shark Tank type pitches to get juicy deals for your business

11. Breakthrough Copywriting Training

Whether you are a copywriter or a business owner who wants to write or supervise copy for your business, this will be invaluable to you.

You’ll get advice from someone (me) who is currently creating big campaign winners for top entrepreneurs…AND one of the few who has been winning at copywriting for over 35 years. Winner of Clios, the Oscars of advertising, featured in AWAI’s publication of top copywriters…. (see bio)

I’ve focused this copywriting training on key the elements of successful copywriting:

How to write headlines that break through the noise
How to write bullets that hook your readers, get people to click, get people early wanting to take the next steps.
Bullets that clarify and simplify concepts.
Subheads are often overlooked but they’re a great way to get people to keep reading your sales copy.
Different kinds of leads to use in your sales pages
How to use stories as opening hooks.
How to find the “juicy” part of a story to connect to your prospects core emotion, and much more.
Different types of stories you can use throughout your ads,
How to make the best case for your product or solution in your sales copy. Much like a top trial lawyer, I’ll show you how to make an airtight case so your prospects’ verdict is “I’ll buy”
Top persuasion tactics - including, “heightened contrast, the anchor offer, objection busters, and creating irresistible hooks throughout your copy

Added Bonus: How to leverage AI tools to write your copy faster and easier

Looking for more clients? Then you should check into this.

12. My Serial Specialist Strategy for acquiring client after client after client

(for consultants, marketing agencies, freelancers, service businesses, and coaches)

I’m spilling the secrets on how I’ve been able to get client after client ….for over 30 years. And how I’ve helped freelancers, consultants, agencies and service pros and many others easily break into new fields to increase their revenue and client base.

How to get in the door, conquer a subniche, and then get your foot into “adjacent” subniches.
Why top paying clients pay more for specialists - and how to position your business to attract these clients…
Don’t have case studies for the subniche you want to break into? Here’s what to do.
Find out how this unique strategy protects you against industry downturns.
How this strategy gives you more chances to find Perfect Clients
How this strategy makes you more money.
How to partner up to offer expertise you don’t have

I designed this so you’re NOT trapped in a specialty (I wasn’t)…The technique I created means you don’t have to niche down your brand in order to niche down your marketing.

This strategy works so well because every business owner/potential client believes their business is special and requires insider expertise.

This is the exact client acquisition strategy that enabled me to be highly successful for over 30 years (as a consultant, copywriter, interim creative director and CMO, and a boutique agency – not all at the same time! lol)

Bonuses you get with all the programs

Bonus 1: Personal Assessment and guide going forward

I create a video and written guide assessing where you are in your path to a more profitable business and advice on how best to go forward and succeed.

Bonus 2: Alumni Discount

Once you’ve gone through your first program, you get an Alumni Discount of 50% on any additional programs you take in the Altman Communications Academy.

What is the fee for these 4 week 1 to 1 Intensives?

Before I tell you the fee, I ask you to compare this to Masterminds of $10k to $25k and up! Or to high ticket programs that are often $5k to $10k and up. And neither are truly 1 to 1 like these are.

(Each program has the same fee)

One time payment of $1295

or 2 payments of $725

My Special “Really? Guarantee”

If by the end of the program, you feel you did not get the value you wanted from the program, you get your money back. All of it. All you have to do is send me an email before the end of your last day of the 4 week program, requesting a refund).

People say, “Really?” when I tell them the guarantee (hence the name).

So there is no risk to you.

But is it a big risk to me? It is. A lot of work goes into this program and the personal attention I offer. But I am so confident you will get so much value out of it, I am willing to make this guarantee.

You should know, if you refund:

(note: refund does not apply to the Power Hour/1 Hour CMO)