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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!