How Seductive is Mediocrity in Your Business?

Mediocrity is a form of madness, a dream embraced by the
masses because it makes just getting by an acceptable —
sometimes applauded — social art form.” ~Guy Finley

So, I love this quote. Love, love, love it.  This is what we are
escaping, when we’re escaping the wannabees: mediocrity.
The madness of accepting “just getting by” because so many
around us do. We’re all guilty of it, to greater and lesser degrees.
I think we shake ourselves out of banality only when 1) doing
so is somewhat easy for us; it’s an area we don’t resist too
strongly (like giving up chocolate for Lent), or 2) when it has
finally pushed us to a pain we can’t bear any longer. However,
that leaves us wallowing in (and comfortable in) mediocrity
if we’re somewhere in-between: not willing to leap into foreign
territory (giving up sex for Lent), but not yet burning in the fire
of our desperation. For most of us, this is in-between is our every
day.

And the consequence? Here’s another quote I love, shared by
David Hepburn, Jr. today on Facebook, “The place you want is
currently occupied by what you have settled for.” Virtually every
day, we’re giving up what we want, to allow what we’ve settled
for. That is insanity!

In business, this means that we’re willing to “leave the hive,”
Escape the Wannabees, only when doing so isn’t too risky—the

price of outsourcing is reasonable—or when we’re on the cusp
of bankruptcy. If something costs a bit too much for our comfort,
or failures aren’t too painful, we deepen the grooves of the hole
we’ve burrowed in and slip deeper into “mediocrity madness.”

I regularly plant explosives beneath the burrow of my clients,
catapulting them into new realms that terrify them. And I take
great pleasure in doing so! Some blame me, at the start, for
the immediate dishevelment of their burrow; it truly is a work
of art for them, no matter how undistinguished. Others applaud
the freedom! I’ve noticed, over the years, that the former type
slink back to their old ways when we’re done; the latter keeps
climbing to higher ground.

I am currently teaching a new course, Creating a Transform-
ational Signature Program
, and on the call yesterday, one of

the participants said, “Wow, I just don’t think this way,” when
I was teaching them my proprietary “Transformational Arc”—
how to provide a paradigm shift for every audience they engage
with. It was totally new territory for her—and for all of them;
this is revolutionary stuff—but for her, “leaving the hive” this
way, where she has to get her audiences to feel, in order to
transform, thus breaking her away from the majority of
speakers and teachers who don’t know how to do this (and
are afraid to)—this was momentarily unsettling for her.

I also have them going out on a limb in this class, excavating
and crafting their “Meta Message”an inspirational message
with a universal truth
, that will inform the content of their

signature program; will be woven into the personal story they
tell when they deliver their program or a keynote speech; and
that they will infuse into their marketing. This is exhilarating
for all of my clients—they see that they are creating their
business to align with their deepest inspirational belief—and
they’re going to attract like-minded clients with this extremely
powerful message. But it’s not being done out there, so they
have to move out of their comfort zones to dare to lead with
this bold kind of message, vs. the typical marketing messages.
They have to leave what they’ve settled for in order to lead
others
with this message of change.

I’m inviting them to step into their role as an “inspired leader,
and there is nothing mediocre about going there, so–just as with
all of us who have pushed off what we’re called to do and want
to do because “settling” is so much easier—my clients hover

around the hive for a while before finally escaping it. But then,
they transform and end the madness. At least in that area.

I suppose as long as we live, there will be some “acceptance of
mediocrity” to uncover within ourselves…yes? Or no! What do you think?

Session 4 of 8 with 2 Financial Coaches: The Signature Program!

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!

Session 2 of 8 With Two Financial Coaches Who Want Clients

In the first session, M&M and I looked quite deeply at their
target market. What would be the natural next question?
How do you reach them? I call these your Touch Point 1
venues
. Lucky for me, I didn’t have to convince M&M that
speaking is hands-down the best way to connect with a
market; they had already done some speaking.

So in this session, we delve deeply
into this subject, again gathering
data and building upon it. Where
have they spoken before? Where
could they speak that they’d never
thought of, and which are the three
most effective venues? We decide
that to attract couples, they would
reach out to churches, libraries,
Barnes & Noble
(they could ostensibly
speak on Dave Ramsey’s book), and
local boards of education to see if they
promote workshops for parents.

From there, we begin to touch on content. What have they
spoken about in the past? Well, their previous topics have
been rather dry, focused on how to budget and reduce debt,
so I draw us into thinking about what would be most Brain-
Sticky
. To determine that, we must know who would be in
the audience (target market), and what would get them there.
So we need to understand the Trigger Event (see yesterday’s
post) and their market’s most acute pain, and of course
M&M’s special solution.

I advised them that this time, they need to give more than
just an information-based seminar. In this day and age,
I told them, you want your audiences to be transformed
in some way, right away. And you do that by taking them
through what I call the “Transformation Arc”: this is a certain
trajectory that guarantees a powerful shift in thinking and
very often a shift in behavior.  This “arc” begins by getting
their market immediately into the ugly emotion they deal
with (even unconsciously) every day. I call it “getting
them into the  ick.”

The male “M” of M&M, who has done all the presenting in
the past, is unsure of this direction. He has always worked
with audiences in what I call the “Old Paradigm,” where
he hauls out a Power Point (aaaaggghh!) and didactically
transfers knowledge, without much engagement with those
in the room. I point out to him that in order for his audience
to be moved enough in this  free “portal” talk to then buy
a service package with M&M, they must FEEL—and you can-
not tell someone to feel; you must set the stage for them to
experience emotion themselves. This, and only this, creates
transformation in them, and a far stronger interest in
buying.

Next, we need to solidly determine what the “ick” is for their
particular market. What is the emotional sludge these
couples are wading through, as it pertains to their financial
struggle? Well, in the next session, three, we hit pay dirt!
Together we figure this out and with that knowledge, we begin
to sketch out the Brain-Sticky concept of their portal,
signature program
…that could become the differentiation
for their entire business! Be sure to come back tomorrow to
see what it is!

As for you: is speaking on your list for strategies to get
more clients and build your list? What Touch Point 1 venues
will best reach your market? And what about the “ick” your
market stews in day in and day out—how can you have them
experience or come face to face with that “ick” in a talk you
give? Would love to hear your thoughts below! And feel free
to share this post so others can get eavesdrop, too!

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