Aldena Training 0 / 7
6-Week Program

Client Skills &
Business Foundations

From the basics to a confident, professional standard — how business works, how to behave as a business online, and how to reach out to local businesses and talk to them.

1hr + 2hr

You have ~3 hours a day — but don't spend it all reading. One hour reading, two hours doing. Reading gives you the idea; doing is what makes it stick.

How to use this

1
Work in order.

Start with Week 0, then move through to Week 6 using the sidebar or the Next button. Each builds on the last. (Tip: ← → arrow keys move between weeks.)

2
Active reading.

After each session, write one line in that week's box: "One thing I'll do differently." That habit is the whole difference between reading and improving.

3
Do the drills, then check the example.

Try each drill yourself first, then open "See a strong example" to compare. That's how you learn what good looks like.

4
Weekly check-in.

End each week with the quick self-check, then talk it through with the team. Use the Export button to send your notes.

5
No rush.

If a week needs 8 days, take 8 days. Understanding beats speed.

About the videos: the YouTube links are real starting points, but a supplement to the reading — never a replacement. They're not all hand-checked, so if one feels weak or salesy, skip it and find a better one (or ask the team).
The reading list

Five books, in order

Read them in this sequence — each builds on the last. All available as ebooks/audiobooks. Roughly one per week, Weeks 1–5.

1

The Personal MBA

Josh Kaufman

The best "how business actually works" book for someone new. Plain English. Your foundation.

2

How to Win Friends & Influence People

Dale Carnegie

Timeless people skills — the bedrock of every client conversation.

3

To Sell Is Human

Daniel Pink

Shows selling is really helping. Removes the fear of reaching out.

4

Building a StoryBrand

Donald Miller

How to talk about a business so people instantly get it.

5

Crushing It!

Gary Vaynerchuk

How to build a real, trustworthy presence online.

Week0

Set yourself up properly

Do this first · ~2–3 days
Start here
Why first: how you show up online is the business's reputation. Before any learning, we fix the basics so nothing embarrassing is live.

The golden rule

Your personal life and the business are two separate worlds. Never mix them.
  • A business account needs its own business email — never your personal Gmail — its own profile and purpose.
  • From the business account you never like, follow, or comment on personal/private content.
  • Everything you post is something a customer would find useful or trustworthy.

Watch

Drill — redo the accounts properly

  1. Create a dedicated business email (ask the team which one).
  2. Set up Instagram as a Professional account linked to that email — clean bio, logo, link.
  3. Unfollow / unlike anything personal the business account is connected to.
  4. Write a first-draft bio: one line on what we do and who it's for.
💡 See a strong example

A clean business bio:

"Aldena · Simple, professional websites for local UK & Ireland businesses. Get found on Google, take bookings, look the part. 👇 See a free demo of YOUR site."

Why it works: says who it's for, the result they get, and gives one clear next step — no personal life, no waffle.

?Why must a business account use its own email, not a personal Gmail?
It keeps personal and business separate, protects your privacy, looks professional, and lets teammates share access without handing over your personal account.
?Name two things you should never do from a business account.
e.g. like/comment on personal posts, post private life or opinions, argue publicly, share confidential info.
?What's the one gut-check before posting?
"Would I be happy for a potential client to see the business doing this?" If not — don't.
One thing I'll do differently
Week1

How business actually works

📘 The Personal MBA · Josh Kaufman
Book 1
Why: you can't sell for a business you don't understand. This week: how a business creates something people want, reaches them, and makes money.

Focus while reading

  • Every business does 5 things: creates value, markets it, sells it, delivers it, makes money. Spot those 5 parts everywhere.

Watch

Drills

  1. In your own words (half a page): "How does a business make money?"
  2. Map our business to the 5 parts: value, customer, how they hear about us, what they pay, what it costs.
  3. Pick 3 local businesses; write one line each: "How do they make money?"
💡 See a strong example

"How a business makes money" + Aldena mapped to the 5 parts:

"A business finds something people want, offers it to them, and charges more than it costs to make and deliver — the gap is profit."

Value: a done-for-you website · Marketing: outreach + Instagram · Sales: showing a finished demo · Delivery: build & host the site · Money: a monthly subscription (recurring income).

?What are the 5 parts of every business?
Value creation, marketing, sales, value delivery, and finance (making money).
?What does Aldena sell, in one sentence?
A simple, professional website (done for you) to a local business, for a small monthly fee.
?Why is monthly income better than a one-off payment?
It's predictable and stable, it adds up every month, and it lets you keep improving the customer's site over time.
One thing I'll do differently
Week2

People skills

📕 How to Win Friends & Influence People · Dale Carnegie
Book 2
Why: clients buy from people they like and trust. The most proven book on dealing with people — and you can use most of it today.

Watch

Drills

  1. Each day, genuinely use one principle on a real person. Write one line each evening on what happened.
  2. First-impression practice: record your self-introduction, watch it back, redo until warm and natural.
  3. Write 3 things that make you instantly trust someone — then make sure you do those.
💡 See a strong example

A principle, used for real:

"Principle: become genuinely interested in other people. At the corner shop I asked the owner how long he'd run it and what's changed on the street — he lit up and talked for ten minutes. People warm to you when the spotlight is on them, not you."

3 things that build instant trust:

Showing up on time · listening more than you talk · following through on small promises.

?What's more persuasive — talking about you, or asking about them?
Asking about them. People feel good around someone genuinely interested in them, and that builds trust faster than impressing them.
?Name one Carnegie principle you used this week.
e.g. use the person's name, be genuinely interested, smile, don't criticise, make the other person feel important — sincerely.
?Why does using someone's name matter?
A person's name is, to them, the most important word — it signals you see them as an individual, not a transaction.
One thing I'll do differently
Week3

Selling is just helping

📗 To Sell Is Human · Daniel Pink
Book 3
Why: "sales" sounds pushy — it isn't. Done right it's understanding what someone needs and showing you can help. This rewires how you think about outreach.

Watch

Drills

  1. Write our spec-build opener in your own words: we've already built a site and are showing them the finished thing.
  2. Reframe 3 objections as helping — "I'm too busy", "I already have a website", "How much is it?"
  3. Practise the opener out loud until it sounds like you, not a script.
💡 See a strong example

A friendly spec-build opener:

"Hi [name] — I'm [you] from Aldena. We actually built a quick demo website for [business] because we noticed you didn't have one yet. No catch — here's the link to look: [url]. If you like it we can make it yours; if not, no worries at all. Want me to send it over?"

Objections, reframed as helping:

"Too busy" → "Totally get it — that's the point, we did the work already. Two minutes to look, nothing to do."
"I already have a website" → "Nice! Mind if I take a quick look? If it's working great I'll happily say so; if there's an easy win, I'll point it out free."
"How much?" → "Plans start at £40/month and that covers everything — hosting, updates, the lot. Want me to show you what's included?"

?Why lead with a finished demo instead of "do you want a website?"
It removes the risk and effort for them — they react to something real instead of imagining a project. It feels like a gift, not a pitch.
?When someone objects, do you push or help?
Help. An objection is a worry — answer the worry calmly; don't argue or pressure.
?A friendly way to handle "I'm too busy"?
"That's exactly why we did it for you already — two minutes to look, nothing to do."
One thing I'll do differently
Week4

Talking so people get it

📘 Building a StoryBrand · Donald Miller
Book 4
Why: the #1 reason a business loses customers is confusing messaging. Learn to make any business sound clear in one line — for our pitch and the sites we build.

The one idea

  • The customer is the hero, not the business. The business is the helpful guide. People care about their problem being solved.

Watch

Drills

  1. Write a one-liner: "We help [who] who want [what] by [how], so they can [result]." Rewrite 5 times.
  2. Rewrite the Instagram bio using what you learned.
  3. Pick a local business with a confusing site; write a clearer one-liner for them.
💡 See a strong example

A clear, customer-first one-liner:

"We help local businesses who feel invisible online get a simple, professional website — so customers can find them and book in seconds."

Notice: the customer's problem (invisible) and result (found & booked) lead. The website is just the bridge.

?In StoryBrand, who is the hero — the business or the customer?
The customer is the hero. They have the problem and the goal.
?What's the business's role?
The guide — the trusted helper who shows the hero the way and gives them a plan.
?Make "we're a passionate web design agency" customer-first.
e.g. "We get local businesses found online with a website customers actually use." (About them, not us.)
One thing I'll do differently
Week5

Showing up well online

📙 Crushing It! · Gary Vaynerchuk
Book 5
Why: the accounts are set up right (Week 0) — now use them well, building a presence that makes an owner think "these people look legit."

Watch

Drills

  1. Plan 1 week of posts (ideas + captions, not published): each useful to a local owner. 5 ideas.
  2. Write a professional outreach email from scratch (subject, greeting, short body, clear ask, sign-off). Under 120 words.
  3. Re-read the conduct cheat sheet. Score yourself: living by it?
💡 See a strong example

A short, easy-to-reply outreach email:

Subject: A quick demo site for [Business]
"Hi [name], I'm [you] from Aldena — we build simple websites for local businesses. I put together a short demo for [Business]; here's the link: [url]. If it's useful, plans start at £40/month with everything included. Happy to tweak anything — either way, have a great week! — [you], Aldena"

5 post ideas:

• "3 signs your website is quietly losing you customers" • "What a £40 website actually includes (no jargon)" • A before/after of a local site • "How customers find a local business in 2026" • A quick client win.

?What makes an outreach email easy to reply to?
It's short, has one clear ask, no pressure, and gives them something useful (the demo) up front.
?Should a business post be about you or the customer?
The customer — their problems, questions, and wins. Useful beats promotional.
?Name one email etiquette rule you'll always follow.
e.g. clear subject line, professional sign-off, re-read before sending, reply within a day.
One thing I'll do differently
Week6

Put it all together

Real practice · no new book
Live
Why: this week you use everything on real prospects, with the team supervising.

Drills

  1. Build a prospect list: 10 local businesses (UK/Ireland) with a weak or missing website — use the tracker in the Toolkit.
  2. Personalise the opener for 3 of them (review with team before sending).
  3. Role-play a first conversation: opener → discovery questions → handle one objection → agree a next step.
  4. Follow-up: write what you'd send if they don't reply in 3 days (friendly, not pushy).

Discovery questions to learn

  • What does your business do, and who are your best customers?
  • Do you have a website now? What do you wish it did?
  • How do new customers usually find you today?
  • When someone wants to buy or book, what do they do?
  • What makes you different from the other [trade] nearby?
  • Do you have photos of your work, shop, or team?
💡 See a strong example

A first-conversation flow that ends in a next step:

Opener → "How do most new customers find you right now?" → listen → "A lot of folks check Google or Instagram first; we make that bit effortless." → handle "how much?" → agree a next step: "I'll send the demo link now — can I message you Thursday to hear what you think?"

A friendly follow-up (no reply after 3 days):

"Hi [name], just floating this back up 🙂 — here's that demo for [business]: [url]. No rush at all; happy to answer anything whenever suits."

?What's the goal of a first conversation — to close, or to agree a next step?
To agree a next step. Local-business trust is built over a couple of touches, not forced in one.
?Name two discovery questions.
e.g. "How do new customers find you today?" and "When someone wants to book, what do they do?"
?What do you do if they don't reply?
A friendly, low-pressure follow-up after ~3 days. Most replies come from the follow-up, not the first message.
One thing I'll do differently
Toolkit

Cheat sheet, scripts, tracker & glossary

A Professional online conduct

The one rule: personal and business are separate worlds. Never mix them.

✓ Always

  • ✓Use the business email & accounts for anything business-related.
  • ✓Post things a customer would find useful or trustworthy.
  • ✓Reply to comments/messages promptly & politely.
  • ✓Check spelling & tone before posting — re-read once.
  • ✓Clear logo, proper bio, consistent name everywhere.
  • ✓Stay friendly, professional, helpful — warm, never sloppy.

✕ Never

  • ✕Never run a business account on a personal email.
  • ✕Never like/follow/comment on personal content from it.
  • ✕Never post personal opinions, drama, or private life.
  • ✕Never argue publicly — move it to private messages.
  • ✕Never share confidential client info or unpublished prices.
  • ✕Never post in a rush. If unsure, ask the team.
Gut-check before anything: "Would I be happy for a potential client to see the business doing this?" If not — don't.

B Scripts & templates

Model wording to adapt — never paste word-for-word; make it sound like you.

Spec-build opener (DM / message)
Hi [name] — I'm [you] from Aldena. We built a quick demo website for [business] because we noticed you didn't have one yet. No catch — here's the link: [url]. If you like it we can make it yours; if not, no worries. Want me to send it over?
Outreach email
Subject: A quick demo site for [Business] Hi [name], I'm [you] from Aldena — we build simple websites for local businesses. I put together a short demo for [Business]; here's the link: [url]. If it's useful, plans start at £40/month with everything included. Happy to tweak anything — either way, have a great week! — [you], Aldena
Objection → response
"Too busy" → "That's the point — we did the work already. Two minutes to look, nothing to do." "Already have a website" → "Nice! Mind if I take a quick look? Easy wins I'll point out free." "How much?" → "Plans start at £40/month, everything included. Want to see what's in it?"
Friendly follow-up (after ~3 days)
Hi [name], just floating this back up 🙂 here's that demo for [business]: [url]. No rush at all — happy to answer anything whenever suits.

C Prospect tracker

Copy these columns into a Google Sheet — one row per business you're working on.

BusinessWhat they doTownWebsite now?Found viaWhy they'd benefitContacted?Next step
Joe's BarbersBarber shopBostonFacebook onlyGoogle MapsNo online bookingNot yetBuild preview

D Mini business glossary

Lead
A possible customer who's shown some interest. Not a sale — just a "maybe."
Prospect
A business we'd like to win, that we've identified but not yet contacted.
Outreach
Reaching out to prospects first — we contact them, not the other way round.
Cold outreach
Contacting someone who's never heard of us before.
Conversion
When a "maybe" becomes a paying customer.
Pipeline
All the prospects you're working on, at different stages.
Pitch
The short, clear way you explain what we offer and why it helps them.
Objection
A reason a prospect hesitates ("too busy", "too pricey"). Normal — you handle it, you don't fight it.
Follow-up
Politely checking back after no reply. Most sales happen here.
MRR
Monthly recurring revenue — money in every month, like a subscription. It's what makes a business stable.
Value proposition
The one-line reason a customer should pick us over doing nothing or going elsewhere.