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INTRODUCTION
The entire purpose of this program is to take what you know (or
what you’re going to master and learn) and package it as a
product or program that people will pay for. And to do all of that
in a way that serves you and others. It’s all about becoming the
World’s Preeminent Expert on your topic.

To some people becoming a world-class expert has a negative
connotation. But remember, an expert is not an arrogant “knowit-all.” An expert is first and foremost a student. Real experts ask
questions first, to ascertain what the situation is and then they
dispense advice.

If you need to go for a heart operation, would you rather go to a
novice or an expert? An expert, of course. So realize that the
world needs and relies on experts in all walks of life.

If you want to be successful as an expert, then you have to learn
how to promote and position yourself as the “go-to” expert and
how to get paid.

The better you are at any of the three (promotion, positioning,
getting paid), the more money you make and the more of a
positive difference you make in the world.

We live in a culture that is driven more by a need for a growth
rather than for money. The reason Brendon’s business is growing

so rapidly is that he is constantly learning and applying that new
knowledge in his business.

The most important thing is to keep in mind at ALL times is that
you get to serve others by creating information that improves
their lives. If you lose sight of this, you will fail. You are the
messenger, not the message. Never make it about you. It’s all
about the message and serving others.

Next, your niche needs to be based on your passion and your
knowledge.
Knowledge needs to be ……
developed
researched and cultivated
practical and serve people

You’ve got to love people if you’re ever going to succeed.
Brendon says that there are two types of people: One person
walks into a room and goes “Here I am!” The other person walks
into a room and goes “Oh, there you are!” – It’s the second type
of person that will succeed on this industry.

HALLMARKS OF THE EXPERT
LIFESTYLE.

YOU CAN WORK FROM ANYWHERE YOU
CHOOSE.
One of the major advantages to this industry is that you can
literally work from anywhere you choose to. You are not tied
to any particular location, like the vast majority of
businesses are.

YOU DETERMINE YOUR INCOME.
Unlike a traditional job you are in control of how much you earn.
The difference between those who succeed and those who fail is
focus. How much you earn depends on the value you deliver, not
just the hours that you work.

Brendon gives the example of a therapist or a life coach or
counselor. They sell their services by the hour so they are limited
by the amount of people they can see in a day, thus limiting what
they can earn. But if they decide to do a teleseminar, webinar or
video they can reach hundreds of people at the same time. In this
way, they’ve multiplied their income without working any harder.

YOU GET TO PICK AND CHOOSE WHO YOU
WORK WITH.
You don’t have to have lots of employees.

Brendon made his first million on his own. Still, with several
multi-million dollar companies, he only has 4-5 core team
members. He outsources other stuff on an as-needed basis.
Mark Victor Hansen, the co-author of the Chicken Soup For The
Soul series and motivational speaker and author, has only 3
people in his office.

THE TOOLS YOU NEED TO START THIS
BUSINESS WITH ARE VERY LOW-COST AND
THE PROFIT MARGINS ARE HUGE.
Profit margins in this business are extraordinary – 80% or more.

THE 5 PILLARS TO BUILDING AN
EXPERT EMPIRE

Writing

Speaking

Coaching

Seminars

Online
Marketing

These 5 pillars are the 5 primary ways to make money from your
expert knowledge. Let’s take a look at each one in more detail.

MAKING MONEY FROM EACH OF THE 5
PILLARS

Writing for $

Books

Blogs

Program
Materials

Booklets

Instructor
Guides

Improving your writing is a must for any expert, because it
influences all aspects of your business.
Speaking is another area that impacts all other areas of your
business.
Holding seminars is one of the fastest and most powerful
ways to generate more income and to position yourself
above others in your niche.
The ability to coach well in very powerful and no certification
is required.
Online marketing is another one of the 5 pillars. What are
you offering online?

Speaking for $

On stage

On Video

Webinars

Teleseminars

At Your Own or
Others Events

THE MONEY FUNNEL

FREE INFORMATION

LOW ENTRY LEVEL PRODUCT

HIGH END
TRAINING/CERTIFICATION

You draw the prospect into your marketing funnel with free
information such as a free newsletter, blog post, free report etc.

Once they’re in the funnel you persuade them to purchase a lowlevel entry product such as an eBook, audio or membership site.

Once they’ve bought that then they qualify to purchase higher
end information products and finally at the end of the funnel, you
offer them high priced consulting, coaching, training, retreats,
seminars or certification programs.

Always be thinking “What else do I have or could I create that
could help my prospects/customers on their continuing education
path?”

For example, if you taught them about optin pages then the next
product could be about sales pages. Brendon calls this the buyers
trail. The better developed it is (the more products you have) the
more income, impact and influence you have in the industry.

If you have just one book or one product then you have no
foundation to build your business on. To build a sustainable
business, it’s vital to generate some sort of recurring income.
Brendon challenges you to set up some sort of recurring income
within the next 90 days.

Don’t be afraid that you’ll have to sell to people. The age of the
hard, fast paced slick salesman is gone. We are now in the era of
transparency, authenticity and adding value.

BRENDON
BURCHARD’S MILLION
DOLLAR MARKETING
PLAN

5 STEP MILLION DOLLAR MARKETING PLAN
STEP 1 – CREATE A CONSUMER PRICED PRODUCT
Consumer pricing is anywhere from $20-$200. Consumer priced
products are an easy decision for the customer to make.
Sell 7 a week = 28 in a month.
28 x $197 = $5516 per month = $66,192 per year
STEP 2 – CREATE A LOW-TIER CONTINUITY PROGRAM.
A membership or subscription site is ideal.
Aim to get at least 100 people into this program.
100 x $97 = $9,700 per month = $116,400 per year
STEP 3 – CREATE A HIGH PRICED PRODUCT

Aim to sell just 2 a day or 60 each month.
60 x $497 = $29,820 per month = $357,480 per year
STEP 4 – CREATE A HIGH-PRICED SEMINAR
Aim to sell 50 tickets to this annual event.
50 x $1997 = $99,850 per year
STEP 5 – CREATE A HIGH-PRICED COACHING
PROGRAM
Aim for 15 people a month at approximately $2,000 per person
per month.
15 x $2,000 = $30,000 per month = $360,000 per year.

PRICING GUIDELINES

Mid-tier products are anywhere from $200 -$900.
High priced products are $1,000+

For some industries, like personal growth, $497 is high-tier. In
the “Make Money” niche, $497 is mid-tier.

PRODUCT CREATION TIMES
A consumer priced product could be created in as little as 60
days. You could have a membership site up and running within a
week. And you could create a high-end product in a little as a
month.

STOP WAITING FOR PERMISSION
These results are not typical but they are doable. No one is going
to give you permission to do this. You’ve got to give yourself the
permission to do this. No one is going to hand you a certification
saying that you’re an expert in your niche.
There are 3 questions that Brendon suggests you ask yourself so
that when you come to the end of your life you’re happy with the
answers.
Did I live?
Did I love?
Did I matter?

Your loves ones, the people close to you and even the other
experts out there will say “Who do you think you are to do this?”
or “You’re taking a really big risk here” and other statements
designed to make you doubt yourself.
Belief is what took Brendon Burchard from broke to $4,6 million
in two years and he now shares the stage with people like Tony
Robbins, Cynthia Kersey and the Dali Lama. Imagine what it can
do for you.

THE POWER OF STORIES

When you tell stories
you connect with your
customers in a powerful
way. Telling your unique
story makes you real.
Stories inspire people.
We’re wired to pay
attention to stories. Your
story is your most
powerful asset, your
marketing gold.

Even if you have the best information in the world, you need to
relate it in a way that others can understand, digest, believe and
be inspired by it. So tap into the power of your story and share it
with passion.

HERE ARE 3 TYPES OF STORIES
YOU CAN USE:
1. A fall down, get up type of story.
What’s a time when you fell down and then got up again?
2. A time when you proved naysayers wrong story. What’s a
time when you achieved something others said was
impossible?

3. A defining moment story. When was a pivotal moment in
your life when you made a new decision and in some way
turned your life around?

Integrate these stories into your marketing, speaking, coaching
and writing.

MILLIONAIRE EXPERT
MYTHS
MYTH 1
ASSUMING THAT OTHER SUCCESSFUL
EXPERTS STARTED RICH OR GOT LUCKY.
In the expert industry, wealth comes from struggle. If you want
to succeed as an expert, you’ve got to be able to create rapport
with people. People can’t always relate to super-successful
people, but they always relate to struggle. So you’ve got to
become more comfortable talking about the hard times and
challenges that you’ve experienced and had to overcome.

Even if you share how successful you are now, you’ve got to
share you struggle first. As Brendon so eloquently puts it “Until
they hear your struggle, they can’t understand or believe your
success.”

MYTH 2
FAME = SUCCESS
That’s a lie. There are lots of famous authors, speakers and
experts who are dead broke.

MYTH 3
POSITIONING = SUCCESS
Brendon knows people who have been on Oprah but who are
broke. There are several different elements to consider when
positioning.
1. Who are you?
2. What have you accomplished or achieved?
3. What are you struggling through?
4. Who do you help?
5. How do you help them?
If you don’t have the positioning down, then you don’t have a
business.

MYTH 4
KNOWLEDGE = POWER
That’s a lie as well. There are plenty of brilliant but broke people
out there.
The truth is that marketing = power. Having a message is not
enough. You’ve got to know how to share the message with the
world in a way that makes them want to buy.

MYTH 5
YEARS OF EXPERIENCE = CREDIBILITY
It’s not how many years you’ve been in the industry that matter.
What matters is that you’re able to produce results.
Tony Robbins has a wonderful saying “I don’t have any
certifications. I have a PH.D in results!”

MYTH 6
THE MEDIA MAKES YOU RICH
Brendon knows people who have struggled financially despite
being on all the major shows because they don’t have recurring
revenue. They don’t have recurring clients or customers. They
have no way to make money after their speech or book.

Campaigns make you rich in the expert space. A campaign is
different from a promotion. A campaign is a strategic sequence of

promotions that lead to the desired result. Thinking in terms of
campaigns changes your marketing.

Marketing is not a one-time event. Once isn’t enough to get the
customer to act, especially if the product is priced above $20.

MYTH 7
YOU HAVE TO HAVE A BRAND OR BE A
BRAND
People who are their brands have a problem. What if they stop
speaking, touring or communicating? That’s right. Their business
dies.

You don’t have to be a brand. You just have to be the solution.
The idea of branding, especially the way it was taught in the
eighties and nineties is dead. Today’s consumer cares more about
the solution that you offer than they do about your brand. So it’s
not about having these perfect business cards and this
professional looking website.

In today’s world, clunky, weird things stand out. That’s why
standing on stage sharing your struggles as related to your
business works. It’s not good branding in the traditional sense,
but it works.

In the beginning when you’re building your business, your brand
may be about you. But you’ve got to structure it in a way that
anybody can teach/train your material. You can bring someone
in, train them for a week or two and then they can go out and
teach.

THE 8 THINGS ALL
HIGHLY PAID
EXPERTS DO.
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