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!