October 21, 2010 By
In this 8th and final session, I make sure M&M leave with a sound plan-of-action they can implement without me; that they have a strategy for “launch.” I help to take them from where they are right now—with a com- pletely designed signature program and solid marketing strategies –to the day they deliver their program. We create a “count-down” to the event, and I cover everything from what to say to referral partners to inspire them to spread the word about the program, to what to say to get speaking engagements at churches and schools…. to the all-important, and always over-looked, math exercise to determine how many people they need in their room to break-even, make a profit, and have a healthy conversion into their next program. A similar countdown is in chapter 11 of Speak Free and Profit (that ebook you see on the right-hand side of the page), and it is very detailed, but I’ll share what I had M&M do so you see how meticu- lous you need to get. What do they do with all of the Touch Point 1 contacts I had them collect? They need to reach out to them to see if they’re open to hosting M&M or referring them. I make M&M write down all of the dates when they will make those calls. Then they must mail the letter of introduction I wrote for churches and schools. Next (and promptly), in order to have something tangible to give to these contacts, they must take the copy I wrote for them for their promotional postcard and get it designed by a graphic designer or Vistaprint, or Overnightprints. I make them put the date in their calendar when they will send the copy to the designer and when they’ll have the postcards in their hands. Then, when will they go networking? They have just 3-4 months to promote, and in that time, they need to saturate the market with their presence and promotional material. And when will they do their “video promotion” day, when they interview couples on the street? Next…how will they secure registrations? They need to add an autoresponder to their technology, and have a page on their website just for registrations. Even before that, they need to secure a hotel, or the venue where they will host their seminar. Again, I ensure that they write all of this down in their calendar because I won’t be with them to provide accountability. Very important, they need to carve out lots of time to practice. And in order to deliver the “offer-from-stage,” they need to have fleshed out the details of their next program (the 1-Day). So, when are they going to sit down and design that program? They also need to create a hand-out for their offer-from-stage—an order and/or description form for the audience to hold while M tells them about the 1-Day program. Sound overwhelming? Sound like you don’t want to bother with so much work? Well, M&M have each other to lighten the load, and you can certainly hire someone to help you—but even if you work alone, just taking one step at a time and putting each step into your calendar are the keys to a smooth transition. Then, before you know it, you’re on that stage, sharing the message and the solution your market so desperately needs—and you look back at the stream of things you did to get there, the frustration you experienced and the pitfalls–and they all fade into the background. You are offering an invaluable service, sharing your heart and your wisdom—helping transform an audience—while you also make far more money than you would working one-on-one. It’s well worth every step. And M&M feel that way as we say good-bye. It’s been a steep incline for them, doing things they’d never done before—and at warp speed, no less: eight sessions in just one month. As we wind-down our last call, the female “M” says to me, after much acknowledgment, “We need a break from you, girl!” I laugh. “Those are the sweetest words I’ve ever heard. It means I did my job.” She responds, “You did your job exceedingly and in abundance!” Truly, I couldn’t ask for more. I hope you enjoyed this 8-day blog series! And if you ever need me to help you with your signature program, I’m here! And you know that everything I did with M&M is available for you in an 8 CD-Set, Getting Clients with an Irresistible Signature Program that Sells AND Transforms, right? I’m very excited to be able to offer that to you. Go see the videos and grab your copy by clicking here!
October 20, 2010 By
In this 7th session, we tear the lid off the definition of consulting! I give Mike and Mari an all-out script of their signature program. I tell them exactly what to say to move their couples into the all- important “ick” (remember the Transformation Arc?) that will allow their audience to make a shift right in the room. And I give them exact words to say to teach their “Brand Concept”—the secret communication cycle. We strip away all vestiges of Old Paradigm didactic teaching styles —like speaking with lots of “periods” instead of mostly question marks; telling far too much–and dive into ways to fully and consistently engage the audience and gain their rapt attention in the “New Paradigm.” For instance, the “ick.” One of the M’s gives me his plan for disseminating the information about the cycle— and I tell him, “You’re giving the punch-line away. There will be no learning if you tell them what the cycle is without their first experiencing it for themselves. They need to have a breakthrough before they’re given a solution.” That is just one of tons of insider secrets I give them on delivering this new material powerfully. Then, we delve into their offer-from-stage—how they’re going to share their next paid program with the audience at the end of the free seminar. M, who will be presenting, is concerned about looking “sales-y,” though he knows selling is a necessary part of the process. I help him to see that, in truth, with no manipulation or “spin,” they are actually giving their audience a gift. M&M want to invite them to a 1-day event that will reinforce the new communication techniques the couples have just learned, but also get them learning the hard-core tools of repairing their financial situation. For this “older and wiser” couple to offer this at a special “at-seminar” price is a gift for these younger, direction-less couples. To help M&M see this, I take them through another psychological exercise for determining the VALUE of their program—so they see that whatever price they offer for this 1-day is a steal…because the seminar is so immensely valuable. Too many people “price” the wrong way; they start with a price they believe the market can bear, instead of starting with the value their market will get from their expertise. So, we do this together: enumerate all that the young couples will be saved from by attending this full-day program. There is a lot of juicy information about selling and pricing in the last quarter of this session. And today you can hear it all! Today this 8-CD set goes on sale! I’m so excited. Be sure to watch Video #2 here now and go get your copy!
October 18, 2010 By
By the end of the 5th session, M&M no doubt feel a little like this guy. One of them says to me, “I can hardly wait for the next session!” with a little more than a touch of sarcasm. I can be highly creative, but I can also be meti- culously analytical, and this is the session where that side of me comes out in spades! I lead them step-by-step through a detailed discussion of how to market their signature portal seminar. They want to penetrate a local, not national, market, so we explore an entirely local strategy—yet this session will stimulate your marketing juices, even if you are doing on- line marketing. So the question we answer in this session is, “What are all the ways you’re going to reach your market?” We list all Touch-Point 1 venues again–churches, Rotary Clubs and other affinity groups, schools and referral partners, and then (and this is where it got painstakingly detailed), we moved through every step in the communication process with each venue. What does the initial outreach look like for most of them? Usually, it’s calling to ask what form of contact they prefer: letter, brief face- to-face appointment, phone call, email? They would do this with referral partners and the places where they would actually give their seminar. Then, we look at every communication piece they will need, from letters of introduction, to a phone script, to leave-behinds such as fliers or postcards. They’ll need something for their referral partners (marriage counselors) to hand out to their clients about the signature program, and they’d need something to hand churches, schools and affinity groups that would describe the event and its benefit to them. This may all seem common sense, but I tell you, very few people subject their marketing to such microscopic analysis until it’s right upon them, and then they become overwhelmed. M&M may feel blown away with all the initial footwork and planning that’s entailed in formulating all of the promotional communication, but it’s better to be overwhelmed with lots of time on your hands than with very little–which is the case for most. We also talk about networking options for them, such as NAWBO, BNI and Meet-Ups, and the communication pieces that are require for those scenarios. I tell them the secret that helped me stand out at networking events: handing out a postcard–not a flier and not a business card–that described my 2-hour live event and acted as a “ticket,” elevating its status above typical leave-behinds at networking events. And we discuss publicity options such as, of course, the required press release, but also the idea of M&M, as that “older and wiser” couple, videotaping themselves interviewing younger couples on the street, as a way to get some local publicity and also as a way to move them onto the internet, by putting those videos on their blog. Finally, one of the “M”s asks me, “What key phrases tend to get people to take action; that would have them want to come hear this?” And I told them one of the Brain-Sticky tricks of marketing communication: humans hate to not know something; to re- alize there is information they don’t have. We can’t stand it. That’s why the 5:00 news trailers always say something like, “What is the dangerous bug that could be hiding out in YOUR child’s stuffed animal? Tune in to find out.” Are you going to watch? Heck, yes! I’ve even DVR’d a local news segment because they “got me” with one of these. We cannot stand not knowing information—if it is relevant and important to us. So I tell M&M that they want to employ this in their marketing copy, namely teasing couples with the fact (and it is a fact) that they are embroiled in a secret cycle that is causing their financial problems. Because it’s stimulating the brain’s “need to know,” and it is extremely relevant to their couples, they will want to attend the seminar just to find out what that secret cycle is. So, detailed, methodical and not exactly sexy, but the topic of this session was, as M&M both concluded, the “kick in the pants they needed to get all of this started.” Maybe it is for you, too? Here’s an action-item for you: write down all of your Touch- Point 1 venues (where you’ll reach your market). Then next to each, determine the first point of communication—what is it? And what communication piece will it require? Then, what other communi- cation pieces will you need as you deepen your relationship with each venue? TOMORROW you can see the first promotional video about the 8 CD-Set, which will be available on Wednesday! Come back here to find out where to go, or get on my list (above) to get the information sent to your email. Session #5 is tomorrow, so stay tuned for what I do next with M&M!
October 15, 2010 By
In the last session of this 8-session consultation where I help two financial coaches Get Clients With a Signature Program that Sells AND Transforms, I saw what M&M’s “brand concept” could be—a teaching point that would differentiate them from every other financial coach (and everyone period, actually). It was a 3-phase ineffective communication cycle that was the root cause of financial trouble for couples who’d been married over eight years. In this 4th session, we dive very deeply into their signature seminar event. In fact, I create, point-by-point, M&M’s entire 90-minute portal seminar, using the “Transformation Arc,” where the couples experience the “ick” they’ve been wading through for years—an essential part of transformation. We entitle the program, Feast or Famine: Breaking a Couple’s Secret Cycle of Financial Breakdown. In this session, I teach M&M the transformational coaching tool I used to use with my clients when I was a personal growth coach to shift them immediately from one fixed way of thinking to a completely new, empowered one. This, of course, is necessary for couples who have been cycling through these 3 phases of ineffective communication: they have been rooted in one way of thinking—for instance, the thought that my spouse will kill me if tell him I just spent $900 on the kids’ clothes—and must move into another one that is just as true, but far healthier for the family and their financial future. So, in this transformational seminar, not only do M&M teach the couples what the 3-phase communication cycle is– creating an awareness they will never be able to forget– but also how to get out of it, by using this coaching tool to instantly “boot” them into new beliefs about communicating with their spouse. Once the couple moves through this transformation tool, they can never go back to the Feast or Famine Communi- cation Cycle. They’ve been changed forever. Armed now with tools for changing how they communicate, their couples are ready to look at the next cause of their financial struggles: budgeting and reducing debt. Believe it or not, we accomplish the design of their program quite quickly in this session (I’ve had tons of experience!) and move on to some very practical issues, namely how to “repurpose” the teaching concept in this portal program. “This teaching should be in everything you do,” I tell M&M. Breaking the Secret Cycle of Financial Breakdown should be the topic of their opt-in report, what their YouTube videos, ebook, articles, blog posts—all of their marketing and promotional material—should focus on. This is why I call it a “brand concept.” And we spend some time detailing what those items will be. So what about you? Do you have a single, powerful teaching concept that could become your brand? Have you given thought to your signature program—and what the root cause of your market’s main problem is? Remember, next Tuesday, October 19th, you can eavesdrop-in on all of these sessions when I release the 8-Session CD set. Hear every juicy detail!
October 14, 2010 By
In my third session with M&M, we delve very specifically into the topic for their “portal,” signature program. In order for this seminar to be Brain-Sticky, it must solve their market’s biggest problem—based on our work on their “Trigger Event.” The couples M&M serve, and want to serve more, bring in a decent income; income is not their problem. Their problem is that despite good income, they keep coming up short every month. They have nothing to show for the hard work and respectable salary. And from the Trigger Event exercise, we realize that the husband most commonly blames the wife for spending too much each month. He’s said it before, but is never heard. The wife believes wholeheartedly that what she purchases is necessary. Then, we uncovered that perhaps the husband is making purchases that aren’t showing up on the credit card—secret purchases. I ask M&M, what is the bottleneck problem? If it were removed, everything else would flow? We bandy about some ideas, but then recognize that the essential issue, the one that must be removed before the subject of budgeting or debt reduction can be addressed, is ineffective communication between the spouses. If that were cleared up, their money struggles would disappear because they could actually work on them together, instead of from opposite sides of the ring. Well, “communication” needs to be defined and pulled apart. We spend a good portion of this session determining what kind of communication is going on, no matter how ineffective. And with some hair-splitting analytical questions from me, I begin to help them form what will become the cornerstone of their teaching concept. We determine that there is a “cycle” that couples go through in communicating (which includes not communicating) about money in particular. It is a 3-phase cycle that is predictable and very common. I said to them during this session, “If you put a name to this cycle, you could brand it.” What I would later say is that “Your entire business can be branded from this ‘teaching concept.’ I call that a brand concept”—a unique, differenti- ating teaching idea you can be known for. (see earlier post.) Once we had this 3-phase ineffective communication cycle, we looked at the “objective” for their portal seminar and decided it was, “to give couples the tools to alter this cycle forever, so that they can begin a life of financial ease.” It follows, naturally, that the free portal seminar would provide those tools. So, next we needed to determine what the tools are that would break this cycle, and how would we move the audience through them to a powerful shift? This would be, as you can see, a transformational seminar. Not merely an informational one. And this is the secret, I believe, to the “new age” upon us: to create transformation in any audience, on any topic, even one as—at first blush— boring as finances. Come back tomorrow because session 4 is the most GOLDEN session of all 8! We plan their 90-minute transformational portal seminar. See you then! And remember…Tuesday is the release of the 8 CD set of these 8 sessions with M&M!
October 12, 2010 By
I had an 8-session consultation with two financial coaches who wanted more clients to walk in the door. There was one thing they were clear on: once they had clients, these two coaches would do amazing work with them. The trick was getting them in the door! Sound familiar? Over the next 8 days, you’re going to get the chance to “eavesdrop” in on my sessions with “M&M” and get some ideas for your own business. This is just a sampling of the work I do and I decided to make it public—not just in these blog posts, but in a CD product I’m launching next week! You’ll be able to get the actual sessions, plus 2 great bonuses, starting next Tuesday. So Session 1 with M&M. Of course, I need to get the lay of the land: how long have they been coaching, who have they been coaching, etc. They tell me they were trained through Dave Ramsey and have been coaching couples on and off for ten years, mostly giving their coaching away. Now, they’re ready to make money! I am pleased to see that they have a somewhat Brain-Sticky differentia- tion already, promoting themselves as, to paraphrase, the “seasoned couple working with younger couples.” This is, of course, very appealing, as what younger couple wouldn’t want to be guided by an “older and wiser” couple, who had weathered financial storms in marriage? I am also pleased to see that they have a target market! I can’t tell you how many service entrepreneurs don’t. “Couples” is still too broad, but we can begin to focus this down by looking at the age of their market’s children. Do M&M work with very new couples, who have newborns? Or those who have preschoolers? Or are they in high school, facing the issue of college? Each “era” has its own difficulties and it is critical to know which difficulty they want to address as coaches. They tell me that most of their clients have children in elementary-school, indicating that (generally), the parents have been married at least seven years, and up to 14 years. These are often pressure-cooker times, when the honeymoon is over, financial issues are no longer ignorable and volcanic eruptions occur. I begin to take M&M through a process I call the “Trigger Event.” The fact is, humans walk around thinking they can handle most of their issues by themselves, or at least with the help of friends and family. But something happens, one day—in fact, one moment—that triggers their dawning reali- zation that they need help. This is a tough exercise for most people, and M&M and I move right in like “Google Earth” on their couples, looking in on a typical scene when such an awakening might occur. They decide the couple is reviewing a new credit card statement and we move through the entire scene: what the conversation is like, what eruption occurs, and what finally “pops the cork;” has one or both of them blurting out, “We can’t do this alone!” Why is this important to know? For starters, it is critical to understand that you won’t make money if your market isn’t hungry—and they aren’t always hungry. I always tell my clients and students that your greatest competition is not someone else, but rather the idea, “I can do this myself.” But there will be a tipping point when they are in such pain or frustration they are finally ready to spend money. And you want to know what that pain is—on a very specific level —so you can refer to it in marketing copy, creating intimacy with your market as they “self-identify,” saying, “That’s me!” —and so you can potentially influence that trigger event in those who haven’t had it yet. The trials and tribulations are there in the background, like a humming furnace, but they haven’t realized they need help yet. You can help them realize it, by talking about those moments, only if you know what they are. So, what is a moment that would wake up your market from enduring and tolerating whatever is not working for them? Would love to hear your ideas below! And be sure to come back tomorrow, when M&M decide on the strategy they’re going to use to get more clients!
October 5, 2010 By
The service entrepreneurs I work with—coaches, healers nutritionists, consultants, therapists–love to perform their services, but they also love to inform: so they speak or give seminars. But often, what they’re speaking about has no “through-line.” I just had coffee with a wonderful new friend last week, who reminded me of this term. A “through-line” is a theater term that means, “the theme that runs through the plot of a film or other dramatic work.” I would say it’s fitting to consider businesses “dramatic work,” and so we want a “theme that runs through the plot of our businesses.” And when we’re giving a seminar or even a single presentation, we want to ensure that it is inside of the through-line, promoting that theme, reinforcing it, growing it. But again, too many presentations and seminars are “isolated incidences” that have no roots to a larger theme. I am one week into my intensive program, 12 Sentences: Ultimate Business Creation and Articulation, and the participants are soon going to be considering their business’s theme, so that everything they do—from the articles they write to the opt-in gifts they offer to their blog content…to the presentations they give— runs through the “spine” (another word for through- line) of their business. Next week, I’m going to be launching my first CD set! SO excited about that! And as you will see in the videos I’ll be releasing about it next Tuesday, one of the many things I did with two financial coaches was help them develop their “teaching concept” for the free seminar they would be giving to attract more clients. By teaching concept, I mean the main premise of that signature program. This teaching concept soon became their “brand concept”—the premise or idea they were putting forth not just in their free signature program, but the premise or idea that supported their business and that they would teach everywhere. This teaching concept would be threaded through the free report, ebook or video training for their opt-in; it would be what they’d teach about in their articles, and emphasize in their blog posts. It would be the subject of radio interviews, local promotions and even a book, should they choose to write one. I began referring to this as their “brand concept.” The teaching concept “theme running through the plot of their business.” It was created as we developed the teaching premise of their signature program, and then bloomed into the brand concept of their entire business. So, how do you know if you have a “brand concept”—or even a teaching concept for your presentations? Well, let’s start at the very beginning. Ask yourself this first, “Does my presentation have a through-line, a theme that runs through the plot of my business, or is it a tactical device, a one-time talk I’m just ‘throwing together,’ with no strategic roots”? Next, “If I were to have a signature program—a free or even paid event that people know me for—what is the single concept I would teach in it?” (We won’t even consider right now if it’s Brain-Sticky or not. Just consider the single idea you would teach.) And from there, ask yourself, “Could I teach this every- where, in all of my marketing pieces, and feel that I was teaching the most salient information out of everything I could teach?” In other words, is this single idea the most important and interesting I could put forth? These are some ideas to get you started. But be sure to register above in Blog Telecalls, for this week’s free call at 1pm Thursday Oct. 7, where we’ll discuss this idea, and I’ll share with you my signature program teaching concepts. And stay tuned for the release of my 8-CD set next week, the first in my Eavesdropping Series: How to Get Clients with a Signature Program that Sells AND Transforms!