Calisto

Coach
THE SIX-FIGURE
ISSUE 3.4
SEPTEMBER/OCTOBER 2019
magazine
FROM $0 TO $70K
IN SIX WEEKS
WITH TERRI LEVINE
THE POWER OF A
MASTERMIND
WITH JACK CANFIELD
THE $500K PLAN
FOR COACHES
WITH MIKE MCMAHON
MILLION DOLLAR
MARKETING LESSONS
WITH JEN DEVORE RICHTER
GUARANTEED
6 NEW “THERE IS A LAST TIME FOR EVERYTHING”
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CLIENTS
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Contents
8 $500K COACHING PLAN 56 6-FIGURES AND BEYOND
Mike McMahon shows the steps to Nicole Matthew show how she rescued
making $500k in your coaching business her failing coaching business
18 COVER STORY 66 MORE EYES WITH FACEBOOK

Coaching lessons from marketing great Learn how to get more name recognition
Dan Kennedy with Karl Bryan with Facebook Ads with Torie Mathis
26 GROW YOUR EMAIL LIST 70 ASK THE EXPERT

Becky Auer shows you 14 ridiculously Marketing master Adrian Ulsh answers
easy ways to grow your email list your coaching questions.
32 MILLION DOLLAR MARKETING 74 FROM $0 TO $70K

Learn the $1M Marketing lessons from Terri Levine shows how to get from a
NASA with Jen Devore Richter stand still to $70k in 6 weeks
38 THE BOOKWORM 80 WOMEN IN BUSINESS

Recommendations to boost your client Cindy Turner explores the important role
marketing with Ben Pritchett of female bosses.
44 LEAD GEN CASE STUDY 86 CHALLENGE

Learn the steps to generate as many leads Jennifer Jimbere shows the power of a
as you can handle with Adrian Ulsh challenge in your coaching business
50 LEAPZONE STRATEGIES 90 NICHE AUTHORITY

Isabelle Mercier talks about how to get Parthiv Shah explains the power of
and stay inspired becoming an authority in your market
52 GAMIFICATION 100 NETWORKING + MASTERMIND

Steven Greene shows the importance of Learn the importance of mastermind and
gamification in your coaching business networking with Jack Canfield
18 32 38 8
EDITOR LETTER
Message FROM THE EDITOR

Tupac was an incredible musician.
The defining reason he’s so magnetic is that the other
artists of his time were all playing and singing the
same crap.
Tupac was a ‘No BS’ musician on steroids and

basically pioneered the new category of modern-day
Rap.
There’s a good chance you don’t want to play Rap

at your house party but if you do play it…. Tupac is
coming over the speakers.
Tupac was never going to be Top 40.
In order to become the “chosen one” you

need to first make the hard decision of
who you’re “not going to be chosen by”.
This edition is dedicated to Dan

Kennedy.
He’s Tupac in a world of Milli Vanilli’s.
He’ll also be remembered as a

legend.
Obsessed with your

business coaching
success,
Karl Bryan
Editor in Chief
4 WWW.THESIXFIGURECOACH.COM SEPTEMBER/OCTOBER 2019

“I know the mind, like the parachute, is most valuable open.”
– Dan Kennedy
SEPTEMBER/OCTOBER 019 WWW.THESIXFIGURECOACH.COM 5

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EDITOR IN CHIEF/CO-PUBLISHER
Karl Bryan
EXECUTIVE EDITOR
Adrian Ulsh
ASSISTANT EDITOR
Alan Ulsh
CO-PUBLISHER/ART DIRECTOR
Torie Mathis
EXECUTIVE DIRECTOR
Chris Kling
DIRECTOR OF TECHNOLOGY
Craig Maclean
ADVERTISING DIRECTOR
Sean Mathis
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SALES MASTERY
THE $500K PLAN

FOR COACHES
IT’S EASIER THAN
YOU EVER IMAGINED
BY MIKE MCMAHON

In this article, I’m going to share other client hit $500k selling coaching only.
with you why $500K for Coaches • Plus, How to Create An Irresistible “Yes” Of-
is easier than you ever imagined. fer.
• And much, MUCH more….
I’ll also cover some common mis-
takes coaches make that cost them Before I go any deeper into this you might be
hundreds of thousands of dollars a wondering why I’m qualified to write this. With-
year. And what you need to create out boring you with a bunch of details I’ve been
selling for over 30 years. In that time, I made a
Irresistible Offers.
great living as a straight commission salesper-
son. Along the way, I stepped up to management
If you’re like most coaches some of these
and started building sales teams. I also earned a
challenges will sound familiar.
reputation of turning companies around.
• You struggle to get high paying clients.
Several years ago, I got recruited by a startup
• You coach your guts out only to hear “Your
coaching company to create their sales process
great! When I’m ready I’m calling you.” But
and build their team.
they never call.
• You’re not sure how much to charge or how to
I made the first two sales in the company’s his-
show the value you deliver.
tory and I recruited and trained a wonderful
• You think you must compete on price to get
sales team. We took the company from zero to
clients.
$7 million annually in the first 6 months.
• You have people sign up for a strategy session
but then they ghost on you.
The same things I teach my sales teams and do
• You still haven’t broken the six-figure mark, or
myself will work for you.
your income fluctuates wildly month to month.
Enough about me. Let’s dig in. As I said I’m, go-

If any of this sound familiar keep reading be-
ing to show you why $500K for coaches is easier
cause you’re in the right place.
than you ever imagined. As well as some of the
common mistakes coaches make that cost them
As I mentioned in this article, I’m going
hundreds of thousands of dollars a year. Plus,
to show you...
what you need to create Irresistible Offers. Keep
• The 5 Most Common Mistakes That Keep
reading and let’s dive right in.
Coaches from Achieving $500k.
• I will share a case study showing how a client
The first mistake I see a lot of coaches make is
hit $500k selling courses & coaching.
being a Jack of All Trades. Instead of picking a
• I will also share a case study showing how an-
niche they try to help everyone.
WWW.THESIXFIGURECOACH.COM 9
SALES MASTERY
I understand as a coach we can help almost any- The fourth mistake for coaches, especially new
one. The problem with this is you’re positioned as ones, is trying to figure everything out on their
a generalist. We all know the specialist is the one own. That’s the slowest and most frustrating way
that gets paid the most. They are also the ones to grow your coaching business.
that have people coming to them. They don’t go
out and beg for clients. Remember you’re in business for yourself not by
yourself. Take the short cut and find someone
This mistake alone cost most coaches a couple that’s already done what you’re trying to do and
hundred thousand a year. get help. The time and frustration you save will
be worth the investment.
That brings me to the second and third mistakes
which are Undervaluing Your Service. And I do have a warning though. When you hire a
giving away free coaching sessions to try to get coach for yourself you want to make sure they’ve
clients.) already done what you need help with.
What you charge says everything about how con- Some so-called “coaches” make their money
fident you are with what you do. When you un- coaching coaches but have never had other cli-
dervalue your service, you hurt yourself and your ents. Worse yet, some are only teaching what
clients. they’ve read. While others are teaching what they
learned from another coach that coaches, coach-
One way you see this is coaches giving away free es. I’m sure you get the idea.
sessions hoping to get clients. I’m not saying you
can’t get clients giving away a free session. But in Be careful.
most cases, you coach your guts out only to hear
“Your great! When I’m ready I’m calling you.” The fifth mistake I see struggling coaches make
is lack of focus. You may have heard of this as
Then a few weeks or months down the road you Shiny Object Syndrome.
find out they hired someone that charges more
and isn’t even as good as you. The real reasons for the lack of focus is not know-
ing what to do. You want to grow your practice
I always say big problems take big checks. Please and you know you need clients, but you don’t
understand this is not about being greedy. When know how to get them. So, you try something
you get paid more you can invest more time with that sounds like it will work but it doesn’t, so you
the client and give them world-class service. jump to something else.
Besides the more people invest to work with you It’s possible you’ve already tried several things
the more invested they are. that would have worked, but you gave up too

soon. Or something would have worked if you’d High paying clients that will help you hit $500k
have known how to tweak it a certain way. at that. You need what I call an Irresistible Of-
fer. Something that when your ideal prospect
When you’re getting started you want to get good hears it, they can’t help but say “YES!”.
at something before you add another process
to the mix. As you gain experience you can add But before we do that, we need to make sure the
more processes and scale your coaching practice. math works. A lot of coaches I work with have
Stick with something long enough to be certain if never taken the time to make sure what they offer
it will work or not. Many times, the breakthrough will get them where they want to be. One simple
comes right after you were about to give up. way to do that is to multiply your fee times the
number of clients you have. If you charge $1000
The real problem is most coaches don’t have a a month and you have 10 clients your monthly
process that will scale so they struggle with feast income is $10k and your annual income is $120k.
or famine. As soon as they get full things are
great, but they stop prospecting. Then when they The question you want to ask yourself is “Will my
lose a client, they start it back up, but it takes a fees allow me to reach my goals?”
little time and they lose another client. Think about what your goal for the year is….
And the cycle continues. I’m talking about $500k but your goal might be
$100k, $200k or even $300k. Your goal might
If you’re going to fill your practice with clients. be to break $1 million dollars.

SALES MASTERY
Whatever your goal is your offers must add up Let’s take a quick look at the first case study I
to help you get there. mentioned. This is a coach I helped with their
$500k plan that sells a course with coaching.
For example, if you want to make $300k and
your monthly fee is $1k you need to have 25 cli- When this coach came to me, they had figured
ents. (25 X $1k = $25k X 12 = $300k) out how to hit 6-figures, but it was a struggle to
do more.
Let’s face it. Working 1 on 1 with 25 clients each
month may be a bit much. They had a program that delivered great results,
but they didn’t seem to be able to take their
You need to consider how many hours it will practice to the next level. In fact, most of their
take you with that many clients to deliver re- sales were at their lowest price offer.
sults. Keep in mind any prep time before a call
and wrap up time after as well as any follow up They offered their program in 3 different
you do. As you can imagine the time adds up levels.
fast.

1. The top package included 12 coaching ses-
sions and the course for $5k.
2. The mid-level package included 6 coaching
sessions and the course for $3k.
3. The entry-level package included group
coaching and the course for $1k.
They sold more of entry-level than anything and
their best year was $108k.
They didn’t sell very many of their top offer and

in fact, averaged 4 clients at the $5k level for
$20K a year. They did a little better with their
mid-level offer and 12 clients would usually take
it at $3k for $36k a year. They would usually
sign up an average of 1 client a week into the
group solution for a total of $52k for the year.
All that was a total of $108k per year. It wasn’t
terrible but they were spending almost $2k a
month in ads to get the $108k so their take-
home was closer to $80k a year. The mid-level offer is $10k. It includes 8
coaching sessions, access to the group and
I took them through my Client System for the course. We planned for 25 per year for
Coaches. We repackaged what they were doing $250k.
with a combination of 1 on 1 and group coaching
along with their course. The entry-level is $3k. It is group only and
includes the course. We planned on 50 per
We kept the fixed fee and the specific amount of year for $150k.
time but changed from a 12-month program to
6 months. We raised all their prices, a LOT. Which adds up to $500k
The prices I am showing you are the paid in full What they are doing 6 months into the
prices. They do offer a payment plan for each program is 4 at $25k, 15 at $10k, and 28
level with a higher fee. at $3k for a total of $334k. That means if
they keep up this pace, they will hit $668k
The new pricing of their top package is $25k. for the year.
It includes weekly coaching as well as access to
the group and the course. We planned on them The best part is they are doing this with
getting one per quarter which would be $100k the same ad spend. They did hire a sales-
a year.

SALES MASTERY
person and are on track to pay that person about 1. Their top-level is now a $10k per month week-
$120k for the year. ly coaching program.
2. Their mid-level is $5k per month bi-weekly
Because they are selling their coaching along coaching program.
with a course, they already had a lot of the right 3. Their entry-level is $1k per month group
pieces in place. coaching.
But I want to show you another case study that The plan is for 1 top level for $120k, 4 mid-level
involves a coach that only sells coaching. They for $240k and 12 entry-level for $144k. That’s a
sell their coaching for a monthly fee as most total of $504k.
coaches do.
They’ve been working on this for almost 7
When they came to me, they had two offers. months now. They haven’t enrolled anyone into
Weekly coaching for $1k a month and bi-weekly their $10k per month program. But they are
coaching for $500 a month. finding it easier than they thought to get people
into the $5k plan. Right now, they have 8 clients
They had 6 clients paying $1k and 4 paying at $5k and 10 in their group at $1k per month
$500 monthly. Their total monthly was $8k for for a total of $50k per month.
$96k per year.
That means if nothing else changes they are on
They had never broken six-figures. For some pace for $600k per year. They are thrilled.
reason, no matter what they tried they couldn’t
seem to keep more than 10 clients at a time. They told me is they didn’t believe me when I
said it was easier to sell coaching at a higher
I took this coach through my Client System price point. But to their credit, they decided to
For Coaches. We repackaged up what they of- try it anyway.
fer and helped them sell the value of what they
do. I showed them how to position their prices They also said the best part is they work less
in the terms of how much it costs their client if than they were before since their clients are
they don’t have their help. That enabled us to bi-weekly. By the way, they have done this with-
raise their fees quite a bit. out any ad spend whatsoever.
We stayed with the traditional coaching model The thing to keep in mind is - Time is your
on a monthly fee with an annual contract. most precious resource, so the numbers need
to match your availability. They need to fit your
But we added a group coaching element to their schedule and what you’re willing to do.
offer. This way they had something to offer cli-
ents that wanted help but couldn’t afford the
higher-priced plans.

If you’re going to sell your solution as a program If you’re just getting started. Think about the
you need to know how much time it will take most common objections people have. Then
your client to get results. If they need 8 weeks to create bonuses that overcome those objections.
get results your program is an 8-week program. Templates and scripts tend to be good bonus-
If they can get results in 6 it’s 6. You also must es. Bonuses are important because people will
know how much time it takes you to deliver the buy because of the bonuses and a good rule of
program. thumb is to have 3 bonuses.
Ask yourself what’s the best result I can help Put the one you feel has the least value in the
my clients get and how long will it take them to middle when you’re presenting them.
achieve it?
Besides, the 3 bonuses offer a fast action bonus.
If you’re selling traditional coaching it all comes Your fast-action bonus is only available if they
down to how much time you plan to offer and sign up right then and it’s best if it’s a big one.
the frequency. Some coaches charge, and get,
$5k for 30 minutes twice a month. Others For example; if you help your clients with mar-
charge that for a single 30-minute session a keting your Fast Action bonus could be if they
month. The choice is yours. sign up right then they get a done for you lead
magnet and funnel worth $5k. Or you may be
So, with all that in mind let’s look at what you willing to offer a VIP day or half-day valued at
need for an irresistible offer. $5k or $2.5k.
Irresistible offers need to match what Sometimes it helps to offer something like a
your clients are struggling with and get Full Pay Savings, or Quick Decision Savings.
them results. Think about what you can put Present it by saying something like: The people
in the package that will get your client a quick I love working with who get the best results are
win. Maybe it’s a 1 on 1 session or a Deep dive the people that decide fast. If you decide today
that helps them get clarity or better understand the investment is: (think 20% discount).
how to put in place the solution. You want to
think quick start to get and build momentum. It doesn’t matter if you’re offering a course or
traditional coaching. It’s amazing how many
What bonuses can you add to (or pull out of) people are willing to pay in full to save money.
your existing offer to increase the perceived val- For example. If your monthly coaching fee is
ue? In most cases, your core offer already has $5k that’s $60k for the year. The full pay sav-
too much in it and it’s a great source for bonus- ings would be $50k so they save $10,000 dol-
es. Look at what you’re offering and think about lars. Be prepared to offer it if they ask if you
what you can pull out and turn into a bonus. have any discounts or if there is something you
can do with your fee.

SALES MASTERY
The best way to make this work regardless of I hope by now, you realize hitting $500k or even
the coaching model you sell is by creating your breaking past $1 million is easier than you ever
$100k offer. Ask yourself. What does it look imagined.
like? What does it include? What result do your
clients need to achieve for this to be an easy If you’re done trying to figure it out on your own
“YES!”? and you’d like to explore what getting help looks
like schedule a spot on my calendar at
Make it easy for them to say “Yes” by giving https://theclientsystem.com/book/
them a “Yes” or “Yes” decision. For example: ¥
Have more than one offer. In my case, there are
3 ways to work with me. My VIP which is all 1
on 1, My Hybrid which is a mixture of 1 on 1
and group and my group only program. By hav-
ing them choose which way they prefer to work
with me they are saying “Yes” or “Yes”. See how
it’s not an either, or scenario?
When you streamline your offer so it’s crystal

clear what result you help your clients get. And
you price it based on the value it brings to your
clients. You will find that it’s much easier to sell Mike McMahon is a Master Sales
and sell for a higher fee. Coach who specializes in helping
coaches and consultants master
The key to making this work is for you to own the art of enrolling high paying cli-
ents without being pushy, salesy or
your expert status. The confidence you have in
slimy.
the solution you offer is what your prospect is
buying. Believe in yourself first. Remember you You can learn more at
are the expert! www.salesmasteryforcoaches.com

COVER STORY
“There’s a last Time

For Everything.”
BUSINESS COACHING LESSONS FROM
DAN KENNEDY
BY KARL BRYAN

“Every great disaster, disappoint- PACT, does multiple 7 figures and operates in 24
countries with over 700 coaches paying monthly
ment and tragedy in my life has
fees (many Dan Kennedy Hall of Famers are my
directly led to a greater opportu- clients).
nity or benefit. “
I think Dan would refer to that as an impressive
Every single time. herd LOL.
I’m forever grateful.

But you can only find what you
look for - see what you expect I’m a natural marketer, but the moment I heard
to see. DK’s voice and recognized his ‘in your face’ hard-
nosed approach, BACKED UP by impressive sys-
temization, I knew this was the guy that could
You must take prompt, decisive,
guide me to the next level.
constructive action. Stopping is
the absolute worst thing that you His teachings remain some of my greatest assets.
can do.” I’ve read every book and email he’s ever put out.
~ Dan Kennedy
Multiple times.
I sure hope this rings true with DK’s current
health condition. The GKIC universe will likely My copy of his “Coaching and Consulting Boot-
unite and become stronger as a result, but ideal- camp” has been listened to so many times the
ly, his irreversible condition magically becomes CD’s no longer play.
reversible.
I literally slept with my ear phones listening to
He created Magnetic Marketing and lived by its him badger on.
principles and his ‘No BS’ Philosophy.
I suppose I click with him because we’re similar,
Dan has never been the “fat doctor.” and my style in many ways was shaped by his
grumbly approach.
I’m not much of a fanboy, never been to a Dan
Kennedy event and never met the legend. Events But I do it my own way and with my own cheeky
just aren’t my thing, and frankly, I’d rather be sense of humor.
working.
Like so many, I learned a lot about storytelling
But from afar, he positively impacted my life. In and copywriting from Dan.
many ways, he is responsible for what some re-
fer to as some pretty impressive marketing skills, Here’s a story of how I picture Dan meeting his
and an online business that prides itself on IM- first girlfriend and using Social Proof to seal the
deal as a young man.

COVER STORY
You can pretty much be a

“lone ranger.” No employ-
ees to parent, no overhead,
no product to make, and no
inventory to house.
All you need is a brain, a

mouth and some unbridled
enthusiasm… just add water.
I hope he’d approve! Second café, he hits pay dirt and there she is.
Blonde hair, blue eyes and drop dead gorgeous.
DK was an 18-year-old boy looking for a super-hot She has a tip jar at the register. Like almost all tip
date. Rumor has it he found that and a little more. jars it’s colored (can’t see into it, like a coffee cup)
and almost empty.
His pimples didn’t matter.
Her strategy is to empty it multiple times per day
DK knew a thing or two about finding his ideal au- to ensure patrons think she’s broke and needs the
dience… he figured it made sense for pretty girls money.
to work in cafes so he went searching.
Her goal was obvious, to maximize tips (profits).
Into the first café he went looking for his cutie pa-
tootie. She doesn’t know it but her strategy sucks and was
costing her more tips than she was getting.
No luck.

Young Handsome DK: “Hey this is going to sound No need to report back whether it doubled your
crazy but firstly, you have got the most beautiful tips, cause I know it will. I’ll pick you up outside
blue eyes I’ve ever seen…. Secondly do you mind if here at 6pm on Sunday.
I ask you a question?” You won’t regret it.
Pretty girl: Blushes…. “Why, thank you and ya, BTW my name is Dan.”
sure.”
The end. Anyhoo….
Young Handsome DK: “If I can double your tips in
7 days will you agree to go to the movies with me Here I’m going to share what I perceive to
next Sunday at 7pm?” be Dan Kennedy’s Top 8 Coaching Lessons.
Pretty girl: “Ummm… are you serious about the To ensure I didn’t mess it up, or at least I can share
double tip thing - and how are you going to do the blame with someone if I do, I’ve done this in
that?” conjunction with one of my dear friends, longtime
client, Dan Kennedy Hall of Famer and all-round
Young Handsome DK: Yes, I’m dead serious. Do rock star marketer… Becky Auer.
we have a deal on the movie if I can double your
tips? It’s also worth noting before I start that DK is on
record MANY times saying how much he LOVED
I’m not a stalker I’m just really good at business the coaching and consulting business model.
and you’re beautiful and I’d be honored if you’d
accompany me to a movie. In fact, I’ll give it to you If you’re reading this, you’re likely a coach / con-
anyway but I’d really like to spoil you next Sun- sultant and therefore this will have real value.
day.”
The primary reasons he gave:
Pretty girl: “Do tell Mr. Handsome business guy.”
You can pretty much be a “lone ranger.” No em-
Young Handsome DK: INSERT MOJO ”Do this. ployees to parent, no overhead, no product to
Make that tip jar see through, as in a glass and make, and no inventory to house.
make it a decent size, like a pint glass.
All you need is a brain, a mouth and some unbri-
In the morning when you get here fill it 75% to dled enthusiasm… just add water.
the top and make sure there are a couple five-dol-
lar bills showing in the middle. Keep skimming it You can work anywhere and live anywhere. DK
throughout the day to remain 75% - 90% full. took his positioning up a number of notches when
he transitioned from going to them 80% of the
Your tips will double in 7 days. time to making them come to him.

COVER STORY
1. You must ALWAYS be marketing.

When you want to attract a new prospect to your
business for the first time, there is one question
you must answer:
“Why should I choose your (business/product/

service) versus any and every other option avail-
able to me, including doing nothing at all?”
It’s a tough question, but once you have the an-

swer, your positioning will be such that your
prospects will line up at your door begging to do
business with you.
2. Price Elasticity
Dan Kennedy repeatedly talks about how one

Plus, his prices increased exponentially (so did of the worst mistakes is to ASSUME that people
the value he delivered). buy based solely on price.
You can farm out the work. Many consultants You should NEVER compete on price and you
are “rainmakers” and like so many other great don’t need to.
sales people / influencers suck at attention to de-
tail and follow through. And like so many others, don’t strive to be the
low-cost provider. Someone will simply go head
Coaches with this skill set can therefore bring in to head with you for your customers and it’ll be a
the clients and turn over the grunt work to other race to the bottom.
coaches / consultants / freelancers.
Rather than offer an apples to apples value prop-
Limitless compensation options. You can create osition, make your product or service unique so
monthly retainers, take 25%, 50% or even 100% that it becomes ‘apples to oranges’ and subse-
for project work, create royalty deals, sell other quently your offering can never be compared.
people’s products / services, etc… Your only
limitation is your own imagination. Then, and only then, will you stop competing on
price.
Which is limitless when you follow DK.
In reality, only 10% of consumers make their
Without further ado… here are my 8 Magic Dan buying decisions based solely on price.
Kennedy takeaways.

If price was the only issue, wouldn’t everyone be • A well-trained staff?
staying at Motel 6 while the Ritz was empty? And • Plenty of parking?
everyone driving Hyundai’s? • An-over-the top menu?
• Reasonable prices?
It’s also a lot easier to build a successful business • Delicious burgers?
when your unit of sale is not $7, $27 or $47. The answer is, none of the above.
It’s takes the same amount of talent and effort to The most important, by a long shot, is a starving,
sell at $497 (or significantly above) and the qual- hungry crowd who wants a burger!
ity of that client is better.
Therefore, find YOUR ‘starving crowd’ and align
Price higher than you feel comfortable and add your offer to the wants and desires of that group
more value to your offer and to your ideal clients. of people.
Otherwise you’re unnecessarily leaving money There is no easier way to successfully market and
on the table. grow your business.
3. There’s a right way and wrong way to 4. Successful business is

deliver your message. successful MATH.
Your ideal client has five mental steps to take be- How much you spend marketing for a new client
tween first contact and handing you their credit must be measured and tracked and based only
card. on RESULTS.
- What is their primary need or desire
- Picking ‘the thing’ that will satisfy that specific Period.
need or desire
- Picking the source for ‘the thing’ If you can outspend your competition to acquire
- Accepting the price/value argument a new client, you’ll ALWAYS win.
- Finding reasons to act immediately
5. Lifetime Value and more MATH.
He also states ‘Who you don’t serve is every bit as
important as who you do serve.’ The lifetime value of your customer is a monster
asset and MATH you need to be intimately famil-
It is always good to know your target market and iar with to be successful.
to ‘build your herd.’
Never mind being ‘intimately familiar’, most
Let’s say you’re planning to open a burger restau- business owners wouldn’t have a clue what their
rant. What’s most important to a successful client’s lifetime value is.
opening day?

COVER STORY
The cost to acquire a new client is immeasurably Business owners must work on tasks that pro-
higher than keeping an existing one happy. Yet, duce income like sales, marketing, lead genera-
most business owners are totally fixated on action and client acquisition.
quiring new clients.
Everything else should be delegated to employ-
You must APPRECIATE your clients, give them ees or independent contractors.
value at every turn and work to allow the rela-
tionship to grow over time. Dan Kennedy is one of the greatest leaders of all
time, and I am forever indebted for his life’s work
6. One is the loneliest number and forever grateful.
in business.
*Epilogue taken straight from ‘The Ultimate
You should never rely on just ONE source of traf- Success Secret’ which seems the perfect way to
fic. Or ONE promotion. Or ONE anything. end this.
ALWAYS have more than ONE media channel or By now, you should have “locked in” on the Ulti-
outlet running at a time. And, the more the bet- mate Success Secret presented to you a number
ter. If one shuts down, you have others working of times throughout this book.
for you, and your bottom line is hardly affected.
The people who are LIVING this Secret are the
7. Start with the end in mind. most respected and admired, influential and
powerful, successful and happy individuals on
Build a salable asset, not just a business. It’s of the planet.
critical importance that you build an asset that
has equity and income. I would like to add a very brief discussion about
A good example of this is to not name your busi- just one application of this Secret – and to quick-
ness after yourself but to build a generic name ly note that, like all advice, it’s easier said than
that can be sold. done; that, like “the fat doctor”, I could stand to
take my own medicine more frequently; but that
You must also build a list. If you must… find does not diminish the importance of the ideas.
them on social media, etc. but get them off your
“FB Group,” a platform you don’t own, and onto On the long, often dangerously boring drive from
your list that YOU DO CONTROL. Phoenix to Las Vegas, there are signs posted fre-
quently, at sites of deadly accidents, warning
8. Leadership. drivers not to drive if they’ve been drinking,
not to drive if fatigued.
Leadership, Dan Kennedy style, is not about
working long and hard. It’s about working The signs say:
SMART.

There Is A what might have happened if they’d advertised
LAST Time more creatively, sold more aggressively.
For
Everything. There is a last time for everything.
Tell your wife (or husband) you love her (or him) Whatever you’re going to do today, give it your
more often. And especially tell her (or him) to- best, and take from it the best you can.
day, because they might be gone tomorrow.
There is a last time for everything. There is a last time for everything.
Stop and have a friendly conversation with your THERE IS A

Mom, Dad, a friend, the guy at the newsstand on LAST TIME
the corner. FOR
EVERYTHING
Take just a few minutes for this more often than
you do. And, especially today. They might be I’ll forever regret not getting the chance to meet
gone tomorrow. There is a last time for every- Dan Kennedy and to say, Thank You.
thing.
Thank you for the successful mentorship you
I called to talk to a friend the other day, another didn’t know you were providing.
entrepreneur as busy, as obsessed as I; she wasn’t
in; when she called back, she said, almost apol- It was amazing.
ogetically, and wryly, “I was out having a Life.”
Karl Bryan
She had gone out to lunch with someone 100%
unrelated to her business. Whatever it is that you Chairman
really, really enjoy doing, really, really, really en- Focused.com
joy it the next time you do it. There is a last time
for everything. PS. I pray you make a
miraculously reversal of
When you go to your job or place of business to- your irreversible condi-
day, be thankful you’ve got one, and give it the tion.
very best you’ve got. Tomorrow, thousands will
lose their jobs – and then, maybe, wish they’d PPS. If anyone can do it,
done things there differently. you can. We still need you
and your magnetic mar-
Tomorrow, a thousand entrepreneurs will close keting.
business’ doors --- and then, maybe, wonder
LIST BUILDING
14 RIDICULOUSLY SIMPLE WAYS TO

GROW YOUR LIST
WITH EMAIL
BY BECKY AUER
Email is one of the best ways to build an 4. Selling through email is expected and accept-
audience that is engaged with you and ed, unlike on other platforms like social media,
where we expect more content than advertising.
your brand. It’s also one of the best ways
And the more subscribers you have, the better
to sell your products or create a buzz for your success rates will be.
your next event, launch, or promotion.
You don’t want to miss opportunities 5. Not everyone is on Facebook or Twitter, but
almost everyone has an email. There are still
to connect with those who want to hear
people who don’t want to be on or don’t trust
from you. social media. Most of these people do, however,
have an email account.
Think about it…when people visit your website,
if they don’t subscribe the first time, they may No matter what type of business you have or
never return. When people subscribe to your what type of marketing you focus on, list build-
social media feed, you’re at the mercy of that so- ing should be a MAJOR part of it!
cial media site as to whether or not they’ll show
your updates to your subscribers. Email makes How to Grow Your Mailing List
it easier to stay in touch with your followers and Growing your list doesn’t have to be complicat-
build trust with them. ed, but it does take consistent effort. I like to get
my emails for the month done at one sitting. I
A few more benefits to growing do this by focusing on a topic for the month and
your list: creating my main emails around that topic.
1. You own your list. You have 100% access to Then every couple of days, I add in other val-
it no matter what. Social media sites like Face- ue-packed emails. It has really helped to grow
book can change their privacy or user settings at my list. Here are a few list building ideas to get
any time. If you depend solely on them to build you started.
your customer list, you risk losing your ability
to communicate with them. 1. Create a special report to help your readers
solve a problem. A free report is a great way to
2. Email can be used to drive your audience to attract targeted subscribers.
Facebook and other social media sites. You can
invite your subscribers to join you on your so- 2. Host a free webinar to collect names and
cial media pages. emails at registration. You can also charge for
the webinar and grow your list of buyers in-
3. Your message goes directly to your subscrib- stead.
er’s inbox. They opted-in to hear from you, so
you have their permission to share and commu- 3. Create an opt-in page where your visitors can
nicate with them. see the benefits of signing up for your list. Use
this landing page for driving targeted traffic to

LIST BUILDING
your site, instead of just sending them to your 7. Offer email-only exclusive deals and informa-
home page that is filled with distractions. tion to add value for your followers and subscrib-
ers.
4. Hold an online contest for a free giveaway
where entrants can opt-in to your list when they 8. Use a pop-up with a great and compelling offer
enter. to attract more opt-ins. When a visitor is about
to leave your website, have a pop up to give them
5. Add your opt-in offer to your social media pro- one last free offer to sign up before they go.
file pages. On Facebook, you can even make a
custom tab for opt-ins. 9. Advertise your free offer. You can use advertis-
ing platforms like Facebook, YouTube, Twitter,
6. Encourage your current subscribers to share and more. You can also purchase ads in other
or forward your emails. Include social sharing people’s newsletters.
buttons to make it easy if someone wants to
share your email. Include a subscribe link at the 10. Take some of your content and create You-
bottom of your emails to make it easier for those Tube videos to drive traffic back to your opt-in
receiving forwarded emails to opt-in to your lists. page.

11. A free offer doesn’t have to be a report your subscribers.
or a webinar. You can also create videos,
audios, templates, coupon codes, apps, Here’s a super simple list of ideas
spreadsheets, and other useful content I use (and you can too) to create
that your visitor will readily opt-in for. awesome content.
12. Write and distribute a press release 1. Current Happenings. High-

about the problem your free opt-in offer light what’s currently going on in
solves. your company. Talk about awards
and places you are speaking at or
13. If you’re new to email marketing, start attending as long as your audience
with one opt-in offer, but remember there finds it interesting.
is no limit to how many you can create to
drive the most targeted traffic possible to 2. Current Events. Comment on
your mailing list. For example, if you have what is going on in the world and
a website about different pain solutions, … your industry. Show how it relates
you can offer several free reports that help to your company and your custom-
your visitors solve common pain prob- ers. Give your perspective or opin-
lems. ion on it.
14. Deliver valuable content that your sub- 3. Share your Favorites. This
scribers can’t get anywhere else, and they’ll could be your favorite books, web-
stay on your list. They’ll also become your sites, entrepreneurs, or movies
biggest ‘cheerleaders’ and will refer new that are relevant and valuable to
subscribers. your readers.
If you’re already publishing to a blog or on 4. Take a Poll. Get people’s opin-

social media, using list building tactics is a ions on a specific topic.
simple and extremely valuable thing to do.
Put more of your focus into growing your 5. Ask Questions. Get your read-
list, and you’ll have a valuable business as- ers to respond to questions and
set for life. create a conversation with them.
Easy Ways to Generate Content Ideas 6. Create Top 5, 7, or 10 Lists.

How many times have you stared at a Write a top list of things that your
blank sheet trying to figure out what to customers should know about your
send to your email list? You’ve agonized niche or topic. Give your opinion
over it, shot down idea after idea thinking about each one.
you would never make a connection with

LIST BUILDING
7. Create 3 Ways or 12 Ways Lists. This 14. Share Important Lessons. Share things
is similar to number 7, but you use a twist to you’ve learned recently while attending a recent
make it different. For example, “3 Myths About seminar or workshop.
_______.”
There are a few ideas to help you get started
8. Give Them How-To Content. Show your on creating compelling content that your email
customers how to use a product, make a favorite subscribers will love to read.
recipe, or use new software.
9. Educate Them. Send out an educational How to Write Emails that Sell
series on a specific topic. You have an email list. You know the money is
in the list. You’ve learned what different types
10. Share Worksheets and Checklists. of content your subscribers want because you’ve
Worksheets let your customers work out prob- polled them. (Right? You did poll them, didn’t
lems, while a checklist can help guide them you?) Now you need to know how to write those
through a project. emails so that they will sell.
11. Share links to Resources. Give your You have to hold the reader’s attention to get
readers links to resources you use regularly in them to the call-to-action. Remember, email is
your own business. My followers love this the about building trust and building relationships.
most! And if you can add humor, get busy and do some
entertaining! Who doesn’t love reading things
12. Share a Video. Share videos of things you to the end to make us smile – and take action?
do, people who are talking about you or any-
thing entertaining you may have created. Here are 7 tips when writing your email:
13. Interview Someone. Interview someone 1. Be authentic. You are unique. No one else
interesting in your niche. Record it and share it is like you, and you shouldn’t try to be someone
with your customers. else for your business. Be yourself.

2. Speak directly to your subscribers as indi-
viduals. Every email should be typed out like you are
talking ONLY to one person. Your avatar. Your perfect,
ideal client.
3. Over-deliver / under-promise. Give more and

ask for less in return. When you make your customers
feel like you’ve given them more than necessary, they
become your biggest promotors!
4. Engage and be available – in other words: be

human. Engage your audience by responding to their
questions, thanking them for their testimonials, and
providing relevant and informative content they can
use.
5. Show them, don’t tell them. Give proof with

Becky Auer has started 3
videos, testimonials, or real-life stories showing how
multi-million dollar busi-
your product or service is being used. nesses. The last was a Jap-
anese Steakhouse and Sushi
6. Write naturally. In other words, just write the Bar that she took from $0 to
way you talk. $6.5M in just over a year and
kept it there until she sold it.
7. Show off your personality. This is your time to Becky is a national speak-
shine! Let customers see the real you! If you’re ener- er, coach and author. She
getic, write that way! Do you have an offbeat personal- was proud to be awarded
the Empowering Women in
ity? Write that way. Your readers will know you wrote
Business Award by Inspir-
it and that, in turn, will get you more sales. ing Lives Magazine and the
GKIC Hall of Fame Award
The most important thing to remember when you for helping hundreds of small
write an email is that you are building a trusting rela- business owners reach their
goals through coaching. She
tionship with your people. When you do that, you gen-
is ranked #20 of the Top 200
erate word of mouth referrals which help continue to Small Business Coaches in
grow your mailing list! Now, go write an email! the World for 2017.
And I’d love to hear about your success (or failures) Becky runs group coaching
and mastermind groups as
in connecting with your subscribers! Feel free to reach well as coaching private cli-
out to me at becky@beckyauer.com to let me know! ¥ ents. For Free Resources, go
to www.BeckyAuer.com.

MARKETING
JEN DEVORE RICHTER’S JOURNEY

FROM NASA TO BOSS WOMEN ROCK
Million Dollar Marketing

Lessons from One of the
Biggest Global Brands
BY JEN DEVORE RICHTER

ing budget as NASA moved into the
Jen DeVore Richter wants
new millennium.
to change the way you think
about marketing, and she’s Some of Jen’s duties were lobbying
got top insights from manag- Congress in Washington DC, man-
aging a multi-million dollar adver-
ing one of the world’s largest tising campaign budget, and direct-
brands - NASA at Kennedy ing consumer research activities
Space Center. on-site managing a small team that
interviewed millions of visitors that
From 1981 to 2011, Kennedy Space walked through the gates of Ken-
Center was center stage in the nedy Space Center Visitor Complex
world launching 135 space shuttles, each year.
deploying the first satellites, In-
ternational Space Station, Hubble She says, “Working at Kennedy
Space Telescope, and many other Space Center as a Marketing Exec-
missions that still impact our lives utive was my ‘If I can make it here,
here on earth today. I can make it anywhere’ job.”
You can thank NASA for spin-off After a three year stint in top man-
technology like invisible braces, agement at KSC, Jen learned many
Nike shoes, memory foam, Co- valuable lessons about managing
chlear implants, and even baby global brands that are applicable to
formula. any business on earth (or the uni-
verse for that matter.)
At the height of NASA’s space shut-
tle journeys in 1999, Jen DeVore Million Dollar Marketing Les-
Richter was selected to spearhead sons from One of the Biggest
Advertising and Consumer Re- Global Brands - NASA
search at Kennedy Space Center
to ensure that the NASA story was Lesson One: Stay Relevant
spread worldwide and that the ben-
efits of supporting the space pro- NASA is hip.
gram were understood at home in
the USA and abroad. All this was Just walk into any Target in Amer-
being accomplished while ensuring ica, and you’ll see entire clothing
maximum return on investment sections dedicated to the NASA
and results for the paid advertis- brand with t-shirts emblazoned
MARKETING
popular brands like Target,

American Girl, and leverag-
es the visually wonder-filled
Kennedy Space Center Visitor
Complex as the site for movie
premieres, space-themed VIP
parties, and events like book
signings for retired astronauts.
They are always mindful of

joint venture partnerships
with companies and brands
that can continue the NASA
with the NASA logo and pictures of space shuttle launches. mission:
While some Americans would probably think that NASA ‘went out NASA’s current and future
of business’ when they quit launching space shuttles in 2012, it Earth missions use the vantage
appears that the space program is alive and well with the recent point of space to understand
SpaceX rocket stirring up renewed media and public interest. and explore our home planet,
improve lives, and safeguard
American Girl doll recently released a new spacesuited astronaut our future. NASA brings to-
doll that little girls across the country are loving. gether technology, science,
and unique global Earth ob-
NASA has been a popular theme, setting, or topic for Hollywood servations to provide societal
movies with older blockbusters like Armageddon and newer releas- benefits and strengthen our
es like The Martian with Matt Damon. nation.
In fact, the movie premiere of Armageddon piqued Jen’s interest in If a more culturally popular
working at NASA back in 1998. brand can help them achieve
that mission, then it’s a win-
“I saw the movie premiere on Entertainment Tonight and decided win for everyone.
that is where I want to work. So, I made it happen,” said Jen De-
Vore Richter. Lesson Two: Research
Comes First
A marketing lesson that business owners can learn from NASA is to
stay relevant with strategic partnerships. During Jen’s time as Manager
of Advertising and Consumer
NASA is brilliant about managing promotional relationships with Research at Kennedy Space

Center, one of the key priorities was using re- Convincing Orlando tourists to break
search to make decisions about marketing. away from “the mouse” for a day and go
on what appears to be an educational field
Nearly every day of the year, there was a small trip, is a huge marketing challenge.
team of 2-3 researchers on-site to ask questions
of the visitors who traveled from across the globe. One thing that NASA at Kennedy Space
Center doesn’t do is try to be something
They would conduct short interviews to learn they’re not.
about where they lived, why they visited, how
they made the decision to visit, and how likely They hold true to the unique story of hu-
they were to return or recommend KSCVC to a man space flight and present it in an en-
friend among other things. tertaining and engaging manner without
gimmicks.
By collecting the team’s data and analyzing it,
Jen could make better decisions about where to They attract the right audience by playing
run tv advertisements, what to say in the com- on themes of human adventure, global
mercials, and who to direct their budgets toward. exploration, and inspiring young minds
Surprisingly, Jacksonville, FL residents had the

“highest propensity to visit” due to its strong mil-
itary roots. Without having the data to tell them
where their visitors were coming from, market-
ing budgets would be wasted.
Using research and talking to guests every day

of the week, helped craft compelling messag-
es and resulted in highly targeted and effective
campaigns making KSCVC one of Florida’s Top 5
most visited tourist attractions only after Disney,
Sea World, Universal Studios, and Busch Gar-
dens.
Lesson Three: Play to

Your Strengths
Competing in a top tourist destination with the

hospitality industry’s champion (Walt Disney
World) is no small feat.

MARKETING
About Jen DeVore Richter
Jen DeVore Richter is a former mar-

keting executive for NASA at Kennedy
Space Center turned entrepreneur.
to think bigger. She is the CEO & Founder of Boss Wom-

en Rock, which helps women in business
reach new levels of authority and prof-
Meeting a real astronaut is a possibility for vis- itability.
itors every day at Kennedy Space Center. They
Boss Women Rock community members
leverage the power of their astronaut-celebrities hail from across the United States and
to entice new visitors through the gates. international countries.
Jen is a multi-published author and pro-

Jen was on the launch team of the “Lunch With fessional keynote speaker. She is the
An Astronaut” program in 2001, and its popu- Editor in Chief of Boss Women Rock™
magazine and host of the iTunes podcast
larity is still rising. which features entrepreneurial celebrity
guests like Loral Langemeier from The
Secret.
Effective Marketing Can Take
Your Business to the Moon She is a media contributor frequently ap-
pearing on TV and radio including PBS,
HuffPost, NBC, ABC, FOX, and CBS.
In conclusion, staying relevant through strate-
gic partnerships, putting research first, and le-
veraging your strengths are 3 key million-dollar
marketing lessons that any business can learn
from NASA.
Look for strategic partnerships that can help you

achieve your mission and build your audience,
use research to know what makes your clients,
customers, patients, or visitors tick, and play to
your unique strengths including celebrity rela- Jen’s fourth book, Boss Women Rock:
How to Go From Best Kept Secret to
tionships, star power, or your unique story. ¥ Sought After Expert is now available on
Amazon.
Learn more about her at www.jende-

vore.rocks
FROM DOUBT TO DOMINANCE! KILL THE SELF
DOUBT THAT STOPS YOU FROM GETTING RICH!
TOMMY RUNFOLA
Host of the Nationally Syndicated
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“Don't take your advice

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F O U N D AT I O N S
SUGGESTIONS FROM
The Book Worm

FOUNDATIONAL READS
FOR BUSINESS COACHES
BY BEN J. PRITCHETT

This is going to be a very differ-
ent article for the Book Worm
series, in large part because I
dedicate this article to one per-
son, his life’s work, his books,
his information products, his
copy, his legacy. That person is
Dan Kennedy.
I’ve recommended Dan’s books and

products in the past, but something has
changed … Dan has announced his im-
pending death. As I write this article, there
are stories that he may be making a mirac-
ulous recovery, and there have been ru-
mours of his death. I hope for the former
and dread confirmation of the latter. One
thing appears certain; he is in hospice and
is in very poor health.
Like many people, I was introduced to

Dan by several of his books about 15 years
ago. I found them quite at random in the
bookstore while I was looking for reading
material for a trip to Cancun. I picked up
three or four of the No BS book series and
between the flights and time not spent on
the beach I devoured them all.
Dan’s books both changed my way of think-

ing on many issues and reinforced many
ideas that had previously run contrary to
what mainstream thinking held to be true.
I’ve never looked back.

like her Mom, but she can be a great entrepre-

neur in that career too!)
But, back to Dan …
Dan was quite open about his life, his successes

and his failures. He taught us that you can screw
up lots of things and still be a raging success.
Dan admitted to a bankruptcy and a battle with
alcoholism. After losing a considerable amount
of weight, he talked about his having to totally re-
strict himself from some things because that was
the only way to avoid things he knew shouldn’t
have. Ultimately, that showed the rest of us that
he was a human, warts and all.
What a human though. Dan has been called “The

Millionaire Maker.” Without a doubt, he has had
a hand in creating more 7-figure coaching, con-
sulting and information marketing businesses
than anybody else – and these are just the ones
we know of. How many people have bought one
of his books or products, applied the principles
and gotten rich from it? God only knows, but I’d
bet they’re out there by the thousands!
We all have our heroes. Many are athletes, scien-
Dan Kennedy with Calleigh Pritchett in Dallas, March 21, 2019.
I determined that I needed to see Dan live at

an event, and I have at least twenty times over.
I even made sure to take my now 12-year-old
daughter – Calleigh – to see him speak in Dallas
last March. Before going, I had her read the re-
cently released book version of Magnetic Market-
ing, and I even had her write a book report about
what she learned from it. She got the concepts,
and I hope her path towards entrepreneurship
and thinking outside of the box is firmly implant-
ed now, regardless of her ultimate career path.
(For the record, she wants to be an optometrist

tists, actors, business leaders, or another type of celebri-
ty, but for my money and accolades, I’ll stick the moniker Here are a few of the sometimes hu-
of Hero on Dan Kennedy as well. By his own reckoning, morous, but always truthful Dan Ken-
he was one of the most famous people most people never nedyisms that I find myself using over
heard of, but within certain circles, he is practically wor- and over again:
shipped. I’m no hero worshipper, but I believe in giving
respect where it’s earned and deserved. “The worst number in business is
one.” No matter whether it’s a key
In a society where people give into the least little ailment, employee, key supplier or major cli-
Dan was a trooper. He raced horses as a hobby and was ent, if you rely heavily on one, your
once involved in a serious accident days before one of his business is in a precarious position.
major events – where most people would have dropped
out (with every right to do so) Dan was wheeled out on “They all go lame.” This harkens back
stage in a wheelchair and still gave his presentations. to Dan’s love of horses and directly
(This compares to one keynote speaker who failed to show relates to the previous point. No mat-
up at all one year and another didn’t come because she ter how many wins your horse (or cli-
had a cold.) ent) has, they will eventually go lame.
If there’s only one horse in your sta-
I know that there are many who will disagree with me on ble, you’re in big trouble when it goes
this, but I found Dan to be very entertaining. I went to lame.
learn, but Dan presented in such a way that I was enter-
tained as well. I’m an auditory learner who barely filled a “If I wake up more than three morn-
notebook through three years of high school and two years ings thinking about you and I’m not
of college, but I took page upon page of notes when Dan sleeping with you, you need to be
was on the stage because there were always valuable nug- fired.” Come on, we’ve all had a client
gets when he spoke. or employee who drove us nuts, but
many thousands of dollars over the years, but

my life was enriched in the process. While Dan
barely knew me, I’m proud to have known him
and have been mentored by him. Whether he
recovers or not, I will be mentored by him for
the rest of my life from the many books and re-
cordings that I have acquired.
Go get yourself something of Dan’s today and

let him mentor you through the body of work
that he has created. It’s a legacy of which he can
be proud and evidence of a life well-lived. You’ll
be a better coach for the effort.
One final thought: I was looking forward to see-

we stuck with the relationship far longer than ing Dan again in Dallas next Spring … it would
we should have for one reason or another. This appear unlikely that he will be there in person
leads to another of his axioms: “Hire slow, but (although I’m confident he will be there in spir-
fire fast!” it). This is a lesson for all of us. None of us know
how long we have. How long our heroes have.
I’m not sure if I nailed each of those quotes ex- How long our loved ones have. If you have any-
actly, but I most definitely captured the spirit of body in your life who has impacted it and pos-
the messages he was delivering. sibly isn’t aware of that impact, tell them today,
don’t keep it to yourself.
One final thought that I picked up from Dan is
that you will, as a Six-Figure Coach, be tempted Until the next time,
to take on a client that you know will become a keep reading, learning and applying. ¥
trainwreck from time to time. The first lesson is
don’t! The second is that if you can’t talk your-
self out of it, take your fee and double or triple
it – if they still write the cheque you will at least
be better compensated for the aggravation.
I know that I enriched Dan’s bank account by
Ben J. Pritchett is the author of Systematize It Now! The Art of Taking

Back Your Life & Your Business Or Professional Practice – With Less
Stress and More Profits! It became an International Amazon Bestseller
in 2017. He’s also an entrepreneur, certified business coach, mentor and
a regular contributor to this magazine. You can contact Ben via email at
ben@advantagebizconsulting.com

“I am told by people all the time that they sim-
ply do not have time to read and listen to all the
material they have purchased or subscribed to.
But time is democratic and just. Everyone has
the same amount. When I choose to read with
my mid morning coffee break and you choose to
blather about trivia with friends, when I choose
to study for an hour sitting on my backyard deck
at day's end but you choose to watch a TIVO'd
American Idol episode, we reveal much. When
someone says he does not have the time to apply
himself to acquiring the know-how required to
create sufficient value for his stated desires, he
is a farmer surrounded by ripe fruit and vegeta-
bles, whole grains, and a herd of cattle on his own
property who dies of starvation, unable to orga-
nize his time and discipline himself to eat.”
― Dan S. Kennedy

M A R K E T I N G S T R AT E G Y
LEAD
GENERATION
CASE STUDY
WITH ADRIAN ULSH

How would you like to have all the think that, in order for them to lose weight,
they should eat less?” These questions should
leads you and your business can
take you an additional 15-30 minutes.
handle? This process will work if
you’re a business coach, a neuro- The reason for writing down these twenty
surgeon or a dog walker. Here are questions simply comes down to the basics of
the basic steps to follow that will effective marketing. Prospects will buy what
they want, not what they need. They want an
generate a massive number of free expert, someone who can help them accom-
leads for any profession. First, plish their goals and objectives.
as a business owner, you’re often
asked by your prospects the same These twenty questions position you as “the
expert.” The first ten questions answer all of
questions over and over about
the questions they have about what you do, and
what you do, or about your prod- the next ten establish your credibility, begin to
uct or service. build rapport as they now have the opportuni-
ty through video to see and listen to you simul-
We want you to sit down and write out your list taneously. And of course, these questions po-
of the top ten most frequently asked questions sition you as the industry expert in their eyes.
you hear from your prospects and clients. This
should only take you about 15-30 minutes. When combined, this valuable content estab-
lishes you as a credible expert and authority.
As an example, let’s say I want to lose weight The content you’re providing educates, in-
and you’re a personal trainer. A personal forms, entertains and builds rapport with your
trainer frequently hears questions like “what’s prospects. That gives them a sense of connec-
the best exercise I can do to drop the pounds tion with you and creates an emotional rela-
quickly?” Or “how often should I do cardio tionship.
each week?” These are the common, everyday
questions that every personal trainer hears, Now that you’ve written down your 10 fre-
day in and day out. quently asked questions and your 10 should
ask questions, the third thing I want you to
Second, I want you to write out the top ten do is to record 20 short videos responding to
questions that your prospects and clients each of those questions. Each video response
“should” be asking. These are the questions should be 30 seconds to 3 minutes in length, so
that they don’t know they don’t know. These when you complete your videos, you will have
are the things that they need to know about around 30 to 60 minutes of expert content.
your product or service, but don’t.
If you don’t have access to a camera, you can
These would be questions like “what’s the real create 20 videos using PowerPoint and an in-
truth about dieting?” Or “why do most people expensive recording software program. Once

you have your expert content created, the fourth Mini video #3 is your “Thank You for Signing
thing I want you to do is to record 4 short “mini” Up” video. Once they enter their name and email
videos that should average about one to five address on your lead capture page, you want to
minutes each. Here are the different formats I immediately send them to your thank you vid-
want you to create for each mini video. eo. Put mini video #3 on this thank you page.
Mini video #1 is called your “To Get More, Go This video thanks them for requesting the addi-
Here” video. Typically, your prospects will only tional videos, again highlights the benefits they
be watching one of your original twenty videos will receive from them, and tells them they’ll
at a time. When they see the expert content in receive their first video as soon as they click a
each one, they will be compelled to want more confirmation link that your autoresponder will
information. So, don’t disappoint them. email to them. This ensures that the person re-
questing your information is really who they say
At the end of each of those 20 videos you just they are, and it verifies they have given you a
recorded, you want to tell people where to go to valid email address.
get all of your remaining videos. Offer to take
them from the video they’ve just finished watch- Mini video #4 is the “Buy My Stuff” video. You
ing directly to a Video Lead Capture Landing can put this on your thank you page direct-
Page where they can download your remaining ly below the thank you video, or on a separate
videos. We recommend that you record this vid- landing page. This is a very subtle offer to allow
eo message once and then edit it to the end of them to immediately purchase your product or
all 20 videos. If you don’t know how to edit, or engage your services. More on this in a moment.
simply aren’t comfortable doing that, then you
will need to record this additional video section Now that you have created your videos, you
at the end of every video as you film it. Not a big need to create the physical pages themselves
deal either way. and post the videos on them. Begin by creat-
ing a lead capture landing page. This is where
Mini video #2 is your Lead Capture Page video. you’re going to send your prospects after they
This is the page you bring them to from each watch your individual video, and here is where
of your 20 videos. This is where you ask them they will decide if they want to sign up for the
to enter their name and email so they can re- remaining videos.
ceive all 20 videos. This video goes directly on
your “video lead capture landing page.” It’s your There are now many various web development
chance to again connect with the prospect, ex- software products available that give you the ca-
plain your offer and the benefits they will re- pability to create your own landing pages with-
ceive from them, and compel them to sign up out the need to become a programming expert.
for the remaining videos. Most are simple point and click sites. You can

also have your website designer create separate ed with in your local market. You’ll start seeing
landing pages for you as well. your organic rankings rise dramatically, and be-
gin to see a huge influx of prospects coming to
Once that physical page is in place, now you’re your site to request your remaining videos.
ready to distribute your videos to all the various
social media sites you can find. Upload your vid- Remember – you’re sending those prospects to
eos to as many video sharing sites, social book- your lead capture landing page where you offer
marking sites, podcast directories, social net- them information they want. This is where you
works and blogs as possible. It normally takes a capture their names and emails as you begin to
couple of days to do this manually. build your list.
Once you submit your content, the search en- Always remember that the search engines love
gines will gobble up your videos in a few hours video content. When you upload your videos to
and you’ll be indexed. Search engines love vid- the top video sites, they get instantly ranked and
eo, and within 24 - 48 hours, you’ll dominate quickly show up in the search engines. Quite of-
the keyword phrases your videos are associat- ten, videos show up in local searches in just one

When a prospect
watches any of
your videos and
then visits your
site, they’re five to
twenty times more
likely to take action
than they would
from an ordinary
link or a paid ad-
vertisement. That’s
why I said earlier
that “free sells.”
to two hours after you submit them. Keyword from an ordinary link or a paid advertisement.
domination, where your videos receive multi- That’s why I said earlier that “free sells.”
ple listings, frequently occurs within 24 to 48
hours. Remember our goal for today was to provide
you with various ways to generate a multitude
And if you upload your videos onto dozens of of leads online. We discussed how to make
sites, they all get ranked separately. It’s not your writings and your website more effective
uncommon for a single video to dominate four using both compelling, attention-grabbing
to eight local positions on a single page. And headlines with in-depth information that your
when a user sees your obvious domination in target market will find incredibly valuable.
the organic listings, they’re compelled to click
on that listing! We discussed how free offers for your informa-
tion drive prospects to request that informa-
But here’s what’s really great about this. When tion, and how one of the best and more power-
a prospect watches any of your videos and then ful ways to deliver that information is through
visits your site, they’re five to twenty times the use of video so you begin to build a rela-
more likely to take action than they would tionship with your prospects.

We also outlined our 20 Questions Mini video #2 is your Lead Capture Page video. This is the
strategy for lead generation where page you bring them to from each of your 20 videos where
you write out the top ten most fre- you ask them to enter their name and email so they can re-
quently asked questions you hear ceive all 20 videos.
from your prospects and clients,
followed by the top ten questions Mini video #3 is your “Thank You for Signing Up” video.
that your prospects and clients Once they enter their name and email address on your lead
“should” be asking. capture page, you want to immediately send them to your
thank you video.
These twenty questions position
you as “the expert.” The first ten This video thanks them for requesting the additional videos,
questions answer all of the ques- again highlights the benefits they will receive from them,
tions they have about what you and tells them they’ll receive their first video as soon as they
do, and the next ten establish your click a confirmation link that your autoresponder will email
credibility, begin to build rapport to them.
and position you as the industry
expert in their eyes. The content Mini video #4 is the “Buy My Stuff” video. You can put this
you’re providing educates, in- on your thank you page directly below the thank you video,
forms, entertains and builds rap- or on a separate landing page. This is a very subtle offer to
port with your prospects. That allow them to immediately purchase your product or engage
gives them a sense of connection your services.
with you and creates an emotional
relationship. This is a simple yet extremely powerful strategy that ANY
business can use to quickly and inexpen-
You then record 20 short videos sively generate a massive number of leads
responding to each of those ques- in a fairly short period of time.
tions and post them everywhere
you can online. Then record 4 So, until next time, here’s to your
short “mini” videos that should success.
average about one to five minutes
each. Adrian Ulsh is the CEO for Leader Pub-
lishing Worldwide, the largest online
Mini video #1 is called your “To provider of coaching services worldwide.
Get More, Go Here” video. This Adrian currently works with more than
700 coaches in 24 countries advising
goes at the end of each of your 20
them on building 6 and 7
short videos and it tells your pros-
figure coaching practices.
pects where they can go to down-
load the remaining videos.

B U S I N E S S S T R AT E G I E S
H OW TO B E
& S TAY I N SPI R ED
Coaches! Have you ever found yourself in a place where you’re asking “what am I
doing?” or “what am I doing this for?”… or maybe hearing those sentiments from
your clients?
Well, hang in there, because this month, Brand Strategist Isabelle Mercier-Tur-
cotte is sharing with us her trade secrets for How To Be & Stay Inspired. She
knows that not everyday as a coach or business owner is “easy”.
C L IC K T O WAT C H
–
Maybe there has been a heavy external event

that throws you off course, or the air simply
seems to have rushed out of your sails... what
are you to do when you’re feeling overwhelmed,
overworked and under paid? Or when your
clients are coming to you feeling like they are
losing steam?
Isabelle Mercier Turcotte
Isabelle has learned through her years of experi- is a brand strategist,
ence as a brand builder and business coach that best-selling author, TEDx
Speaker and business
there are practices and moments we can take for
performance catalyst at
ourselves to reconnect and get back on track. LeapZone Strategies with
In this episode, she shares with you a few of her the sole purpose to em-
own personal tips for staying invigorated and power change and growth.
inspired in business... even when you find your- “Momentum Generator” is
self potentially reaching for the nearest exit ;-) her middle name and she
has a relentless passion
Here’s what this episode is about: for helping entrepreneurs
and small business own-
ers raise the bar to create
GROWING YOUR BIZ: Inspiration is not
outstanding brand expe-
always inherent, you must choose to take steps riences through business
that will reinvigorate you when the path gets strategies, performance
tough. coaching and brand align-
ment.
LEAP OF THE MONTH: You can shift your
focus back to what you LOVE about your busi- About LeapZone Strategies
ness. At LeapZone, we help com-
panies innovate. We work
with business leaders to
Give it a watch & leave a comment or insight find, communicate and de-
below the video to let Isabelle know what has liver new sources of value
resonated with you in this episode and one for their customers and we
thing you will do as a result of it. do that through innovation
strategies, brand align-
Enjoy! ¥ ment and performance
coaching.
www.LeapZoneStrategies.com
C LI C K TO WATC H facebook.com/leapzone
instagram.com/leapzone.strategies
twitter.com/leapzone
S T R AT E G Y
GAMIFICATION
AN EASY IMPLEMENTABLE
PATH TO SUCCESS
BY STEVEN GREENE
To keep it really simple, When in doubt, Gamify!
“GAMIFY EVERYTHING!”
Why games? Problems, work, crappy things
The - why - is a long story. Let’s try and keep that come up in our business or personal life are
that story short. not fun. Games are fun. Even the complicated
ones that are hard. Even the ones that take us
We are a storytelling species. According to Jon- through a series of repetitive exacting steps to
athan Gottschall, who wrote the book, THE get to the end.
STORYTELLING ANIMAL: HOW STORIES
MAKE US HUMAN, the entire realm of human Basically, games allow us to restate the problem
experience is made up of stories. in a more acceptable, solvable way. It is telling
ourselves or our clients a different story about
Before written materials were invented or wide- things that are happening. Games allow us to
ly available, we learned and taught through sto- tell the same story differently so we can engage
ry. Early man used vocal sounds and gestures to with it in a positive way. A dull, miserable, un-
tell a story. Medicine men and woman passed comfortable, set of circumstances can become
down rituals and cures through stories. Socie- enjoyable!
tal and family traditions are still passed down
through stories. There are even a lot of stories Here is the most essential part of all this.
in my books about success. GAMES ARE WINNABLE. Games are created
with winning in mind. That’s a great dynamic
Through stories, we experience, explain, pass to set up in your personal or business life… a
on information, and have fun. template for success. In addition, good game
mechanics provide feedback, i.e. “what went
Now since we operate through story, we can tell wrong” so there is a correction pathway to fix
ourselves many different kinds of stories. They mistakes. Also, games are hard.
can be short, long, simple, or complex. The idea
is that they always have a point of view and usu- That’s good when you want to use them to help
ally a lesson to follow. you solve real life problems. Here is a great
takeaway, GAMES MAKE FAILURE FUN! By
In our personal and business lives, our stories turning a set of tasks into a game, we can quick-
invariably wind up in a predicament. We cre- ly fail our way to success.
ate or run into a problem. A great way to find
an actionable way to the solution is to create - How does that work? In a game, 80% of the
and then live - a series of short stories (chunks) time, gamers fail. They don’t complete the task,
where we can achieve a “small step” positive re- don’t solve the puzzle, they run out of time, lose,
sult. That’s called a game. That’s why I suggest or die. But people keep playing because in the
turning every kind of challenge or problem into game world failing and learning a little bit in
a game for a better outcome. each iteration of the game is challenging and
fun. Also, in a game, you have a measure of con-

S T R AT E G Y
trol. You are in charge. Games have new levels It’s not silly or simplistic. It works.
and problems that can be mastered. They have
a flow that you can get into in order to achieve a From my personal experience, I can recall many
clear and desired goal. That goal can be broken years ago when my lowly job was calling a list of
up into mini-goals with all the small goals lead- very unreceptive business owners and attempt-
ing to the desired giant goal outcome. ing to sell them toner for their copy machines.
This was not a fun job.
Games can make boring, repetitive, dangerous,
frustrating work meaningful. For centuries ath- The work environment was a hot, crowded room
letes have trained for hours a day and soldiers filled with every unemployable weirdo “wanna
have fought and died, only to be rewarded with a be someone else” that Los Angeles could cough
metal disc on a piece of ribbon. People make 100 up. The bosses looked like they should be cast in
excruciating phone calls a day to make one sale a movie as two tattooed muscle heads who just
and get their name on a leaderboard. Immedi- escaped from prison. In reality, they did not es-
ate celebration of wins with badges and boards cape, they had been recently released. I’m sure…
works. not for good behavior! I was about ready to jump
out of the window to get out of there but then I
More good news. Games are addictive. So if you made a sale. It was for 19 toner cartridges. They
can gamify a business process for your employ- were $89.95 each. The total sale was $1709.05.
ees, a sales funnel or app for your customer’s,
chances are they will stick better with the game In those days that was a whale sale. It wasn’t the
scenario than with some other feedback method- 22% commission that got me excited and kept me
ology. at that job for quite a while even though that one
sale paid my rent for a month. It was the bell.
Does it really work? Check out Samsung Nation, “Management” had a giant replica of the Liberty
Starbucks, Jillian Michaels Fitness, Heineken, Bell (crack and all) swinging in the front of the
and the U.S. Army. Businesses like Foursquare room. When the deal closed they clanged the bell
were founded on gamification of how we nav- 19 times and yelled “Steven Greene closed 19 just
igate our lives. Over 50% of all size startups in now.” That was it. I was a winner.
2019 said gamification was a major component
of both their marketing and their employee ini- After that, I became a star salesman. Lots of bell
tiatives. ringing and other stuff which I will save for an-
other article. However, this example from the
So, here is a toolset that can easily be applied to early 80s is my personal proof that simple gami-
our personal and business lives to make process- fication is a winner for us all.
es more effective. It isn’t difficult or expensive to
chunk our tasks down into pieces. Those pieces On the scientific front, advancement and small
can become tasks to be accomplished one after rewards in games produce dopamine, the feel-
the other with small acknowledgments for get- good hormone, in all of us. Successes in the
ting them done. form of bells or badges release serotonin. Sero-

tonin elevates overall mood. The excitement of
playing games releases endorphins that reduce
stress and anxiety. Games increase brain plas-
ticity. That’s the ability of the brain to modify it-
self when needed, even in older age. These are all
great additions to a positive learning and success
environment.
To sum up, here are the reasons to gamify, wheth-

er it’s in your business or helping your kid with
homework. Gamification helps us all stay with Beginning as a Page at NBC, Ste-
and complete tasks. ven Greene made it to Vice Presi-
dent and Executive Producer at
When we gamify, we become engaged because Warner Bros. where he brought
games tickle our emotional triggers. We nat- animation production back to the
studio. He then left corporate life
urally become more involved an immersed in
to work as a carpenter and welder.
games than we do in ordinary day to day activi-
ties. Games are enjoyable. The small incremental Greene returned to the business
wins make us feel in control while engendering world by creating and selling sev-
a sense of optimism. In addition, games offer a eral small companies. Learning
platform for healthy competition where achieve- that the business of every business
ments can be shared among peers. is sales and marketing he started
ClickFirst Media where he invent-
ed and has implemented a novel
Games provide an opportunity to celebrate small
outsource sales and marketing
rewards that may have little value or significance structure for client companies that
in general, but are coveted and highly valued to has proven hugely successful and
the game participants. profitable..
Become a winner and gamify Steven is a published author and

whenever you can! produced screenplay writer. He
is the winner of numerous presti-
gious awards. His “out of the box”
innovative thinking, true creative
This is a chapter that will be included in the
credentials, along with C level ex-
re-release of my book “Addicted to Success,”
perience and influence have en-
which is a #1 Bestseller on Amazon. Reach out abled him to produce added value
to me at steven@clickfirstmedia.com for details for clients, in addition to becoming
as to re-release date, promo codes, and volume sought after as a corporate speak-
discounts for groups. er and consultant.
Reach him at
steven@clickfirstmedia.com
BUSINESS
How I Rescued My Failing

Coaching Business and Profited
6-FIGURES
& BEYOND BY NICOLE MATTHEWS

I’m not a startup founder. Or, a ven- Although it was making six figures, I didn’t have
enough for myself. Yep, after I subtracted my
ture capitalist. I don’t know how to
expenses from my revenue, I only had a few
growth hack your first users. But, I hundred to myself a month.
am a business owner.
Worse, I was losing money. My expenses were
I’ve worked with the dopest corporate brands. too high, and my energy was dangerously low.
And, I developed an online cult following FAST.
I know what success is like. I spread myself so thin that I became exhaust-
ed. I even had to separate myself from work for
I own a marketing agency called The Market- a few months.
ing Chicks. For years, I helped aspiring entre-
preneurs build businesses from scratch and As I saw my agency drown, I knew I had to save
changed the way online brands connected to it. If I was going to transform my business, I had
consumers. to transform myself.
If you had an Instagram boutique or beauty A Comeback Worth A Million Dollars

brand, I was your marketing chick. Earlier this year, I made my first million in prof-
it. The Marketing Chicks is no longer a 6 figure
Hell, I once gave a stripper who wanted to open business but a 7-figure marketing agency and
an online lingerie store a pretty dope marketing growing!
campaign.
My secret? It’s not a formula that my online
My strategy was to do everything for anybody. counterparts try to sell you.
And it worked. FAST.
It’s a process. A process consisting of behaviors
Well, until it stopped working and I was losing and habits that force you to change your mind-
my damn mind. set and rethink how you deal with money.
My Impending Doom was Near Today, I’m going to share with you the mistakes
On the surface, I looked successful. I had people I made that cost me greatly and the steps I took
continually DMing me to work with me. Even to reverse them.
after my account of over 40k+ Instagram, fol-
lowers got hacked. Whether you’re a startup founder, freelancer, or
marketer, you can significantly benefit from the
People I didn’t know would promote me be- information that I’m sharing with you.
cause they saw how much their friends admired
me. But, even with all this attention, my busi- Listen, my babies, I suffered so you don’t have
ness was crumbling behind the scenes. to. Here are the five ways I fucked up and recov-
ered the Marketing Chicks:

BUSINESS
1. I Became Laser-Focused on My Target Too many of my clients had no fucking clue how
Client to run a business. They knew that they needed
I love marketing. It’s my favorite thing to do. But me, but didn’t know why.
when I first started the Marketing Chicks, I felt
like it wasn’t enough. I spent so much time educating and preparing
them for my services. Time and energy that was
I needed to attract more clients. So, I became the better invested elsewhere.
one-stop-shop for anything business-related.
I operated Chicks Inc. for over a year until it al-
If you needed a logo or a business strategy, you most killed me. I was burnt out after doing so
could consult with me or my partners. That’s why many things for so many different people.
I created Chicks, Inc.
It broke my heart knowing that a project I invest-
The Burning Failure of Chicks Inc. ed my blood, sweat, and tears on had failed.
Chicks Inc. is a company made up of branches
that specialize in a specific skill. For example, This lesson taught me that trying to help every-
you needed branding? Hire the Branding Chicks. one is a waste of time and resources. It’s why be-
ing committed to your niche is so important. It
Wanted to be in the local press? The PR Chicks protects your mental health.
would help you.
Being Picky Attracts
I promoted these new offers on my Instagram Higher-Paying Clients
page, hoping that more people would work with After Chicks Inc, I returned to my roots. Those
me. Many of them did. However, a lot of them roots were promoting growing businesses in
were of low-quality. Houston, Texas.
In the early days of the Marketing Chicks, I

helped brands generate buzz for their products.
I put them in the hands of influencers and built
promotional events that made sales.
Those days were so fucking fun for me. I did what

I was good at, guerrilla marketing and brand ac-
tivation. I knew I had to go back to that.
So, I re-imagined my target client. I vowed to no

longer work with people just because they could
pay me.

I developed standards and referred This doesn’t mean pricey things ar-
non-ideal clients to other experts. I only en’t valuable. I sell expensive ser-
work with non-Texas brands via virtual vices. I buy high-end products.
classes.
The problem is buying stuff that
Now, I work with businesses which satisfy doesn’t benefit you or can be sub-
the following: stituted by a more affordable and
● Operates in or near Houston, Texas less complex option.
● In need of brand activation or marketing
● Has a budget starting at $3,500 for start- Goodbye Luxury Office, Hello
ups, $5,000 for local small businesses, and Starbucks
$10,000 for corporate clients One of the first financial changes
● Has a product or service that I believe in I made when rebuilding my busi-
ness was no longer paying for office
These new criteria got my business back space.
on track. After I promoted myself to these
groups, I become an authority figure in my I rented a $2,000/month office to
area. appear more professional to poten-
tial clients. However, I noticed that
I leveraged my experience and past client neither my employees or I spent a
work to convince local brands to work with lot of time in there.
me.
We did most of our work on our
As I worked with more businesses, the computers and phones. Or, we
Marketing Chicks started to gain traction. were on the road meeting clients
I was getting more referrals than ever be- and contractors at their workplace.
fore. This helped me raise my prices and
attract higher-paying clients. When my lease was up, I said adi-
os to my posh office and started
2. I Stopped Paying for holding meetings at my local coffee
Shit I Didn’t Need shop.
When you’re starting, you’re going to be
pressured to buy stuff and services you Think about it. Starbucks has cof-
don’t need. fee and free WiFi. I’d be stupid to
not take advantage of that.
Stuff with a hefty price tag. And guess
what? Those prices add up. What was su- There, I met with clients and paid
per cool in January, becomes a big regret for their lunch. This new setting
in December. not only saved me money, but it al-

BUSINESS
lowed me to get more personal with prospects. I like freelancers because their primary duty
is to complete projects and keep me satisfied.
We didn’t talk like two business associates. We Their expectations are clear, and there’s less
spoke like acquaintances getting to know each drama.
other. This easy-going and fun environment is
an atmosphere I thrive in. I hire many people from Upwork and Fiverr. I
also employ interns to benefit from their unique
I Ended My Business Partnerships and perspectives. Young people have amazing ideas.
Hired Freelancers
When I had Chicks Inc., I paid other consultants However, I rely on more experienced people in
to provide services for my clients. The problem my network for complex or higher-labor proj-
with this is that many were more focused on ects.
growing their business, instead of serving my
agency. This new hiring strategy saved me a lot of time
and resources. Even hiring more experienced
It was as if I was the last person on their to-do and expensive contractors saved me a lot of
list. I kept thinking to myself, “What’s the point money long-term wise.
of me giving you work if you’re not going to do
it? The HELL?” 3. I Became a Networking and
Referral Superstar
It got to the point that they failed to deliver work Growing a business is hard. But, growing a
on time. Some even started to compete with me business when you don’t have enough clients or
by offering marketing services. customers is got damn stressful.
These toxic relationships were hurting me fi- When I shifted my target client, I had to admit
nancially and emotionally. So, I ended these that I didn’t have enough people to work with.
partnerships, then outsourced my work to free- So, I had to find them.
lancers.

Hang Out Where Your Target Market is At For example, I’m super close to
Knowing who I wanted to work with made network- the lady who does my lashes.
ing much easier. I researched online and offline places During a session, she told me
that they were the most active in. how she developed a good friend-
ship with the business owner next
Locally, I attended events, conferences, and meetups door to her.
that targeted explicitly to them. I learned more about
them by visiting small or women business centers. He owned a popular burger fran-
chise and needed marketing ser-
Virtually, I was active in groups and forums about vices. So, she told him about me.
marketing and business development. I engaged with Soon, the owner and I talked. He
other users by offering them value. later booked my services!
When they had a question, I answered. When they Situations like this show how im-
were unsure about an idea, I listened to their worries. portant it is to be vocal about your
I also built relationships with people who worked with duties to get opportunities in the
them. future.
For example, if someone provided design services 4. I Made Learning

to startups, I gave them enough value that he or she a Routine
would start referring me to their clients or network. The crazy thing about marketing
is that it’s constantly changing.
This strategy of going where my audience was at and New platforms are popping up,
developing relationships within their network helped and consumers are shifting their
me get my first handful of new clients. attention.
Tell People What You Do and If you’re not on top of the latest
Who You Do It For trends, you’ll be left behind. No
The key to networking and getting referrals is to be- one is going to feel bad for you.
come clear about what you do and who you do it for.
To deliver the best client and cus-
Everyone who befriends me knows that I do market- tomer experiences, I had to study
ing and brand activation for businesses. When an ac- my industry inside and out.
quaintance thinks of event marketing, they immedi-
ately think of me. I did this by creating a budget and
schedule for continuous learning.
This is because I continuously re-affirm who I am and
what I do. This brought me clients, when the timing
was right.

BUSINESS
Here are my top book picks for anyone

wanting to grow their business:
● Selling the Invisible — The guide to selling
your services better
● Our Iceberg is Melting — An entertaining read
about how penguins and we can adapt to chang-
ing situations
● Built to Last — Secrets revealed about creat-
ing great, long-lasting companies
All of these resources have helped me generate

revenue by delivering better results for my cli-
ents.
Talk to People Who Achieved Your

Goals Already
As you develop your business, there’s going to
be moments when you have no idea what to do
next.
Put Money and Time Aside for Learning You should reach out to people who have dealt
For a few years, I’ve been dedicating an annual with what you’re suffering from, and have con-
$10,000 budget strictly for learning. quered it. Like I said before, they made mis-
If I wanted to upgrade my agency, I had to im- takes, so you don’t have to.
prove my mind and skills.
For me, I contacted the people I admired to pick
I’ve spent money on marketing training cours- their brains — people I wanted to be like. I paid
es. I now have Hubspot and Google Analytics a consulting fee for some of them. But most had
certifications. no problem chatting for 30 minutes.
I also bought books. I check out Entrepreneur Talking to them made me look at myself and my
Magazine, Amazon and Barnes & Nobles often. business differently. I had to reflect on how my
behavior was aligning with my goals.
I try scheduling time for consuming this con-
tent as much as I can. Every morning, I spend These experiences showed me how valuable it
an hour before work reading books or listening is to NOT be the smartest person in the room.
to a podcast. I use the app, Instaread, to digest Hanging out with people who are more experi-
books faster. enced, wealthier, and skilled than you pushes
you to become a better person.

5. I Productized My Services
Although I’m vocal about my frustrations when
dealing with past clients. I will forever be grate-
ful for the women of color who followed, pro-
moted, and bought from me.
Without them, I would not be where I am to-

day. It was through them that I could sell digital
products, business planners, consultation calls,
and online courses.
Their support was the reason why I wasn’t flat-

out broke when I was re-inventing the Market-
ing Chicks.
What I Sold to My Audience

What’s excellent about passive income is that
you can generate sales at a low cost every month.
Before I got hacked, I used my IG page to sell I also had semi-passive income deals. For a low
$10 marketing and branding ebooks. These cost, people can sign up for a group call where
books were easy to understand and helpful. I taught the ins-and-outs of starting an online
business.
Recently, I’ve been selling a business planner

that’s been sold out many times. They sell on-
line and in local bookstores.
Turning my experience and knowledge saved

my ass. I was able to use the information I wrote
years ago to develop products that continue to
make money.
How I Marketed My Products

I know what you’re thinking, “How did you sell
your stuff so fast?” I had a community of aspir-
ing female entrepreneurs supporting me. I built
this audience with social media marketing.

BUSINESS
On Instagram, I informed them about my lat- If you need things done fast, consider hiring a
est offers. I used Facebook to share behind-the- freelancer.
scenes photos of me developing or using the
products. When you know who your target market or cli-
ents are, find out where they hang out on and
I even created a Facebook group to engage with offline. Then, engage with them there.
the audience who repeatedly bought from me.
Always tell people what you do and who you do
But I’ll be real with you. I didn’t grow this fol- it for. This will keep you in their minds when an
lowing overnight. I spent years developing con- opportunity comes up.
tent that they loved and engaged with them so
they could trust me. Never stop learning. Sharpen your skills and
knowledge with books, online courses, pod-
If you want to do great on social media, you casts, etc.
have to make it a habit. Deliver value that your
audience likes and be engaging by asking ques- If you want to grow faster, reach out to a person
tions and addressing their concerns. who succeeded and ask to chat. Pay their fee if
you have to.
To gain their trust (and money), you must put
in the effort. Need extra cash? Turn your services or exper-
tise into products, then market them to your
Conclusion followers.
There I did it. I just spilled my guts. I shared my
mistakes, insecurities, and secrets. I also shared
my journey to triumph.
I told you the five behaviors I adopted to save

the Marketing Chicks and hit my first million in
revenue.
In summary, don’t try to do business with ev-

erybody. Find your ideal clients or customers
and commit to them.
Nicole is a Marketing
Consultant, Specializing
Don’t spend money on shit you don’t need. If
in advertising, digital
you are going to rent an office, you better have a
marketing, and social
good reason for it. There are so many places and
media marketing and
tools that make meeting people less expensive,
the founder of The
take advantage of them.
Marketing Chicks.

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T R A F F I C S T R AT E G I E S
GET MORE EYES ON

YOUR BUSINESS
WITH FACEBOOK ADS
BY TORIE MATHIS
Social media is an easy way to interact with your

audience and to grow your following but some-
times it can seem like a tedious process. If you
want to take control and try to speed up the rate
at which you obtain leads or make sales, try us-
ing Facebook Ads to increase your reach.

Facebook Ads are created in the Ad Manager and you’ll
need to know the demographics of your target market as
well as how much you want to spend and how long you
want the ad to run.
But first, Facebook wants you to identify your ad objective and

you have about 12 options to choose from.
Next is setting up the ad.
Choose the Facebook Page you want to promote and then choose
the demographics. If you look at the gauge in the right margin,
you’ll see a Potential Reach number that probably is in the mil-
lions.

T R A F F I C S T R AT E G I E S
Who wouldn’t want millions of new leads, right? Don’t be fooled. Of those
millions of names, how many would actually be QUALIFIED leads?
Do you think you’ll make many sales from a million names if they can’t af-
ford your products? Knowing your target market demographics will whittle
down the potential numbers but they will more accurately match your mar-
ket’s qualifying traits.
How to Target Fans of OTHER Facebook Pages

Yes, this is really a thing! And no, you’re not stealing audience members
from other brands; you’re merely introducing yourself to those followers in
hopes of winning them over to your brand.
After you enter your own demographic information, click on the Interests
field and start to enter the name of the Facebook Page you want to target.
If the page has enough fans, it will likely show up in the dropdown box as a
match. If a match doesn’t come up as you type in a page name, it’s not avail-
able to be targeted.
When it comes to setting your budget, you can start as low as $1 per day, but
as with most things, you really get what you pay for. A smaller budget will
reach fewer people, and running an ad for fewer days can also reach fewer
people.
Figure out how much you can realistically budget on this campaign then
decide how many days you want the ad to run.

Tips to Designing an Effective Facebook Ad Ad Manager to analyze
You may know that Facebook has a laundry list rules about anything the performance re-
and everything on their platform and how you should design an ad sults. Use both the data
is no exception. Facebook gives you and
how many actual leads
Your ad should have an image, and you are limited to how much text and sales your ad has
you have as an overlay. Facebook’s magic number is less than twenty brought in.
percent text on your actual graphic, so follow those guidelines, so
your ad performs better. Using all of this data,
you can decide on your
This twenty percent rule does NOT include the body copy of your return on your ad in-
ad (which appears above your graphic) only the text on the actual vestment is worth and
image. Exceptions to the twenty percent rule are book or magazine how to better improve
covers, album covers, etc. which have text printed on them. You may your ads over time.
need to request a manual review if this is the case.
If you need help with
Also, be sure you have the rights to use an image! this let me know. ¥
Your best bet is always to use your own photo or born to make.
purchase a stock image. Grabbing images from Surround your-
Best-Selling Author and international
Google Images is not legal in most cases and very selfMathis
speaker Torie withis the
bril-
founder and
CEO of Lake Shark
liant Media, a multi-me-
coach
well could be copyright infringement. dia marketing agency that focuses on
helping small businesses, coaches and
If you’re looking to collect new leads or sell your authors stand out as the expert choice in a
crowded market. She also teaches solopreneurs and mi-
newest product, running a Facebook Ad campaign cro-business owners how to grow their business with smart
can be a worthwhile investment. marketing, automation and digital tools.
Torie is a Certified Business Coach, a Jack Canfield Trainer

Once you’re clear on who your market is, you sim- in the Success Principles, and a proud Army Veteran.
ply follow the steps as Facebook has laid out. Once
You can get FREE resources and training at toriemathis.com
your ad is running, you will want to log in to your

ASK THE EXPERT
Ask the Expert

featuring Adrian Ulsh, CEO
Leader Publishing Worldwide
Hi Adrian, I have a client that has just opened a floral shop. Since she
is just getting started, she desperately needs new customers. Any
suggestions how to get people coming into her shop ASAP?
Elena Johansson
Adrian's Answer
Hi Elena,
Effective advertising is of course the long-term approach
to building a successful business, but advertising and
marketing today work much slower than in the past due
to market saturation. If I were a new florist, I would look
into setting up a series of joint venture partners.

An event chain simply refers to a series of businesses
that customers purchase from in a specific sequence.
JV’s involve two or more businesses that de- and often women like to use the services of a
cide to form a partnership to share markets or professional wedding planner. Next up, she
endorse a specific product or service to their wants to secure the venue for her reception.
customer base… usually under a revenue share She knows most venues book out months in
arrangement. The key to creating successful advance, so locking in that venue is high on
joint ventures is to find partners who service her priority list. After that comes the wedding
the exact same type of clients that need or want dress, so she begins the search for the perfect
what you sell. dress at an affordable price.
Here’s how this might work for a florist. One of Next is our florist. The bride-to-be will want
the most financially lucrative product lines for to begin selecting her floral arrangements for
a florist is providing flowers for weddings. The both the wedding and the reception. Then after
average floral bill for a wedding often exceeds the florist comes the wedding cake… the print-
$3,000. er for the invitations and thank you cards…
and depending on the financial ability of the
But what I’ve discovered about florists is they bride to be, she may also be interested in hir-
fall into what I refer to as an “event chain.” An ing a limo… a DJ for the reception… a travel
event chain simply refers to a series of busi- planner for the honeymoon… the hotel… cater-
nesses that customers purchase from in a spe- ing and so on.
cific sequence.
This event chain is typical of this industry. And
For example, a wedding will never take place for the florist, it specifically identifies a mul-
until an engagement ring is purchased from titude of potential and very lucrative JV part-
a jeweler. So, jewelers are at the forefront of ners. But here’s why this becomes so import-
every wedding chain. Once the young lady ac- ant.
cepts that engagement ring, this event chain
kicks into high gear. First, this young lady Every business ABOVE the florist has the po-
knows EXACTLY where she wants to get mar- tential to ENDORSE and SEND prospects to
ried, so number one on her agenda is to book the florist. Unfortunately, the florist has NO
the church, chapel or synagogue where she control over that flow of prospects.
wants the ceremony held.
Every business above the florist controls the
Second on her list is to line up her wedding JV relationship, so it’s critical the florist create
planner. Weddings today are a really big deal, such a compelling offer and relationship with

ASK THE EXPERT
these businesses that they feel obligated to send prospects from these businesses… is it likely she
prospects their way. could obtain at least ONE referral each month
from just one of the businesses above them?
But here’s what’s even better. The florist con- OK, would you also agree conservatively that
trols the prospect flow to ALL the businesses since your florist controls the flow of prospects
BELOW them in the chain, and by establishing to the businesses BELOW her… that she could
specific processes and procedures to make sure easily send at least ONE referral to EACH one of
their customers use those businesses, the florist them every month?
can negotiate compelling offers with those busi-
ness owners as well. So, consider these num- Keep in mind these are VERY conserva-
bers. tive estimates I’m using here.
Let’s say your florist cultivates a JV relationship Since the average floral bill for a wedding is
with at least one of each business throughout $3,000… then just ONE referral per month
this entire chain. Staying ultra-conservative from those businesses ABOVE your florist in-
with our estimates, would you agree your flo- creases her annual revenue by $36,000. Now
rist… since she has NO control over the flow of let’s consider the businesses BELOW your flo-

rist where she controls the referrals. Let’s start It’s critical you do this properly or you wind up
with the wedding cake maker. burning through all of your potential JV part-
ners and come out with nothing in return.
The average sales price for a wedding cake is
also $3,000, and your florist could easily nego- Let me ask you a quick question. Just off the top
tiate a 10% referral fee. So just a single referral of your head, how many potential JV partners
per month produces an additional annual in- would you estimate might be a fit for what you
crease of $3,600 for her. sell? Conservatively, let’s say you only get 3 re-
ferrals every month that buy from you. That’s
Now consider the printer. The average sales less than one per week. How much additional
price for printing is $1,000, and she again could revenue would that add monthly?
receive a 10% referral fee, so that single referral
per month produces an additional annual in- And never forget the critical importance of cre-
crease of $1,200. ating a highly compelling informational offer
that would promise so much value to prospects
If I stop there, your florist has just increased her that they would knock your door down to get it.
annual revenue by more than $40,000… and Suppose your florist offered this informational
that’s using ridiculously conservative numbers. offer in her marketing… “5 Things Every Bride
Imagine if you continued to add up the revenue Should Know To Avoid Disaster On Their Wed-
produced by all the additional referral fees the ding Day.” This offer would place TONS of pros-
florist would earn from all the other vendors in pects into her drip campaign and result in a tre-
this chain. mendous increase in sales.
This same process holds true for businesses that Those new sales can then be referred to her new
aren’t in a chain. But just like the florist, they JV partners and she will collect multiple referral
simply identify partners who service the exact fees every month. This would absolutely dwarf
same type of clients that need or want what they the revenue we just uncovered for her here.
sell. Now I realize this looks easy, but it’s not…
and here’s why. What I find really exciting about JV’s is this is
a strategy I help my clients implement imme-
You not only have to properly identify who diately… and it begins generating instant cash
would make an excellent joint venture partner flow for them right out of the gate.
for your business… but you also must deter-
mine the order to approach each one… how to Hope that helps Elena. ¥
approach them… and when to approach them.

S U C C E S S S T R AT E G I E S
THE GROWTH OF A
BUSINESS COACH
FROM ZERO TO OVER
$70,000 IN 6 WEEKS
BY TERRI LEVINE

A few months ago I did a live WEEK ONE
event for business coaches and The Journey Begins
business consultants. Most of
Week one this client family member showed up
the audience of fifty or so par-
on my small group coaching and mentoring ses-
ticipants were either new in the sion with many ideas of what type of coaching
business or had been in a for to do, how to differentiate herself in the indus-
a number of years and never try and she was frustrated with marketing that
never seemed to get results. I asked her if she
figured out how to consistenly
was willing to follow all of my mentoring and
earn six to seven figures a year follow exactly what I guided her to do step-by-
while actually not working step even if she wasn’t sure that what I was sug-
many hours and making a big gesting would work. She agreed.
difference to their client fami-
On this first coaching and mentoring call I gave
ly members by giving them the her an assignment. I asked her not to guess what
results they hired the coach or her prospective client family members wanted
consultant for. as the one result they were seeking. Instead I
asked her to post on Facebook and LinkedIn
At the end of the event I offered to help a this question: If I could help you get one result
certain number of these coaches and con- in your business, what result would you want?
sultants by taking them under my wing, She posted the question on social media as di-
into my client family and providing them rected. I also had her ask her past client family
the tools, techniques and mentorship they members and current client family members
needed. One gal in particular stood out to the exact same question. Finally, I asked her to
me throughout the entire day of my event. email her entire data base the same question.
She was open-minded, curious and took a Her database had less than 2,000 contacts and
lot of notes and asked very deep questions. I told her that size didn’t matter.
In this article, I will reveal what has hap- My final direction was to post in our closed cli-
pened for her over a 6 week period after ent family member Facebook group her results
joining me as a client family member of so that we could look for the theme that showed
mine. Results like these are meant to be up as answers to her question came in about the
shared and the way she grew her business result people were actually seeking.
will certainly help you, as well.

Being a great coaching client she did exactly as asked her to join Facbook groups with this exact
I instructed. Within about six days she had 21 audience and to create value for them daily by
responses. A clear theme emerged. Her audience offering help, solutions and suggestions to them.
was primarily college students or recent college Finally, I asked her to start her own Facebook
graduates who wanted to start their own busi- group for this exact community.
ness and had no idea how to do so. Because my
client family member had started a business in I told her to offer brief consultants of no more
college that had made money she was the perfect than fifteen minutes with people she thought
coach/consultant to help them. she could help and if she could help them fur-
ther to offer them a $3,000 six week program
WEEK TWO to launch their business. Once again, she did as
The Money Comes In I instructed.
When this client came to the second week of Before the start of the third week she had en-
group coaching and mentoring I helped her cre- rolled 4 people at $3,000 each in her program
ate a Core Unique Positioning Statement®. This and she was excited and wanted to grow faster.
statement is not a Unique Selling Proposition. It $12,000 was a great start.
is a statement that has you as the coach or con-
sultant clearly become the one and only person WEEK THREE
in a certain niche. No one else can make the same Momentum!
claim.
She returned to the third group coaching/men-
As an example, my Core Unique Positioning toring call very excited and now said she wanted
Statement® is: I am the only business strategist to figure out how to gain a lot more client family
that helps coaches, consultants, advisors and members. I guided her to get more of her exact
therapists to grow to six and seven figures with target audience in her Facebook group and to be-
my simple three step system Command, Con- gin giving them great video content.
nect, Convert® proprietary proven process that
helps them get a consistent qualified lead flow - During the same week I helped her to create a
guaranteed. very short and very unusual webinar where she
had nothing to sell and massive value to deliver.
We crafted her statement together on this second We automated the webinar and she begin invit-
coaching/mentoring session. I then told her to ing her email list and her social media communi-
do a few Facebook Lives teaching her target au- ty to watch the webinar and then to apply for her
dience how to begin a business and to give them group program. We also raised her program price
real tips and strategies they could implement. I to $5,000 per person and instead of the program
had her incorporate her Core Unique Position- being delivered in 6 weeks time we made it an
ing Statement® at the end of each Live. I also eight week program.

If I could help you get
one result in your
business, what result
would you want?
She followed all my directions once again and egy because her audience uses Instagram heavi-
was excited to do as instructed. ly. We also tweaked her webinar a little bit and
tightened up her program offering.
WEEK FOUR
Exponential Growth WEEK FIVE
Serious Money Rolling In
Again this client family member showed up on
the group coaching/mentoring call. This time This week when she comes to the coaching/men-
she was ecstatic. She had followed my system toring call she is happy to report her Facebook
and now had 3 more people join her program group has seriously grown as has the engagement
at $5,000 each. This means she now had made she is getting from her Facebook Lives and she
an additional $15,000! She had already made also had 9 solid leads from her webinar. She ac-
$27,000 and had only invested $15,000 in my cepted 5 of the 9 people she spoke with for their
program so her return on investment was clearly 15 minute consultants. That means she now add-
there. In this week, I added an Instagram strat- ed $25,000 more in revenue! She is now up to

$52,000 in earnings.
She is going to create a coaching
On this call I showed her how to do closing company instead of a coaching
during 15 minute sessions by using an applica- business. She is using interns to
tion process after her webinar. I give her license do her social media work now and
to use my email templates and my application they also write her email cam-
and asked her to do practice closing with some paigns and they manage her client
of the other members of my client family. family members as well as handle
billing. This week we outline how
WEEK SIX to hire more coaches and she is
Money And Freedom ready to engage high ticket closers
as well.
Again she comes to the coaching/mentor-
ing call pumped up. Not only did she enroll 4 She, like me, will now only be do-
more clients at an additional $20,000 (now up ing the actual coaching and con-
to $72,000) she is ready to grow and scale her sulting work. She will be the CEO,
business. This week we set up freedom systems visionary and rainmaker for her
and processes that will let her grow a coaching coaching company that will be po-
company versus a coaching business. A coach sitioned to sell or pass down to her
in a business is doing it solo. They trade time family if she chooses.
for money and can not scale and if they get sick
and can’t work no income comes in. If they want How Does This Case
to sit on a beach in Tahiti for month no income Study Relate To Your
comes in. They have no business to sell and no Business?
legacy to pass down to their families.
There are many lessons to learn

from this case study. Let me sum them up.
1. Get a mentor or coach who has a clear and

proven process to take you under their wing
and guide you.
2. Trust in them and follow their process -

even if you think it makes no sense.
Terri Levine is the founder of
3. Be certain you know the ONE result that Heartrepreneur.com, author
your niche is looking for by asking them - do of 30 books on sales, marketing,
not guess. business and coaching and men-
tor to some of the most success-
4. Create your own Core Unique Positioning ful business owners featured in
Statement®. The Wall Street Journal, Forbes,
Fortune, Redbook, Shape, Self,
5. Use Facebook Live and Facebook groups advisor to General Electric,
to create value for your niche. seen on ABC, NBC, CNN, CNBC,
MSNBC, and host of her own TV
6. Create a webinar that is not boring and and radio show. She provides
actually brings you leads - view mine here all readers with a free gift to get
(NOTHING like what you might expect!): a ton of qualified leads coming
www.shortestwebinar.com right to them at
gethotpayingclients.com
7. Use an application to have people apply
for time to speak with you for 15 minute ses-
sions.
8. Learn how to have fast closing conversa-

tions.
9. Do group coaching/consulting to leverage

your time.
10. Only sell high-ticket coaching programs.
11. Make sure you can guarantee results.
12. Create a company - not a business.¥

BUSINESS
WHY WOMEN MAKE BETTER BOSSES

5 BRAINY REASONS WOMEN
SHOULD BE ON TOP
BY CINDY TURNER

I believe we as women need ter-dynamics between men and women so they
to understand what makes can play to their strengths and take our overall
performance to new heights.
the female brain unique and
extraordinary. Equipped
with a deeper understanding “To deny our impulses is to deny the very thing
of its power, will empower that makes us human.”
Mouse in the Matrix
and enable all of us to make a
greater difference in business,
politics, and community. Appreciating The Uniqueness Of
Your Female Brain
The tragedy is that we are not raised As a woman, when you understand the unique-
to have this knowledge or awareness ness of your female brain – and how to make
about gender intelligence. It is not the most of its strengths, how to overcome its
taught in schools, nor is it passed challenges, how to optimize its performance
down from our elders. and ultimately, how to unleash its full power –
there will be no stopping you. In your person-
From a young age, we are encour- al development, at work, in your relationships,
aged to push down our emotions and you can radiate your best self to your family,
strengthen our logical thinking ca- work, community, and the planet.
pacity. Ultimately, to deny our fem-
inine nature and adopt a more mas- As a contrast, a woman who has not yet realized
culine way of being. the potential of her brain’s capacity is squan-
dering her most valuable resource. If you are
I want you to be free to be yourself, not looking after your brain, you are most likely
to express yourself wholeheartedly, experiencing brain fog, memory problems, low
and to lead and live in the true ex- energy, distractibility, and poor decision mak-
pression of who you are. I want you ing. You simply won’t have the vitality you need
to know the value that you bring and to lead and live your optimal life.
the true genius of your unique, fe-
male brain.
Male Brains Work Linearly
We need to create workplaces, com- Men and women aren’t completely different, of
munities, and cultures that deeply course, but we are different in some subtle ways
honor and value both the feminine that can have a big impact. These differences
and masculine nature. Awareness are often reflected in the way our two genders
of the uniqueness of gender intelli- interact with each other, and maybe why we
gence and the power each brings is so often misunderstand one another. As John
the first step in transforming the in-

BUSINESS
Gray suggests in his book, Men are from Mars, events than women but have learned to suppress
and Women are From Venus! them. When a man has a big problem they can’t
solve, they will apply reason to the situation first
When a man communicates while being observed and then check with their feelings.
via a PET scan, the left side of his brain lights
up. Men typically use the left hemisphere of their
brains the majority of the time. This may account By their very nature, men are progress-oriented.
for the task-focused nature of the male brain and Like a ship on the ocean, they head in the direc-
the strong orientation towards achieving goals. tion of their goal with very little that would pull
The unwavering, directional focus is the genius them off their course. What a beautiful gift men
the male brain contributes to moving us forward. bring and a lovely compliment to the feminine
nature.
Given their left brain orientation, men make
more connections from the front to the back of
this hemisphere, enabling them to solve prob- Female Brains Work Circularly
lems directly but can make it harder for them to On the other hand, when a woman communi-
express their feelings. cates, both sides of our brain light up indicating
the use of both sides of our brain to process in-
Men have a larger amygdala which is the part of formation. We are more adept at multi-tasking
the brain responds to emotional stress and may and with a stronger connection between the left
account for their more physically aggressive way and right hemispheres, tend to combine logic
to deal with conflict. and intuition in how we process our world.
The most interesting thing I’ve discovered is that We have verbal centers in both hemispheres and
men have stronger emotional reactions to life’s thus, use more words in our communications

and may be better at expressing our emotions. en, make better bosses, all of the time. Howev-
er, I wanted to explore some of the reasons that
Women are more sensitive to threats. When we make women powerful, effective, and attuned
are under stress, we release cortisol which drives leaders when they are fully aligned and utilizing
us to take control and solve problems. In our pri- their unique feminine gifts.
mal days, we were more vulnerable, so having
strong social connections meant you had a high-
er chance of survival. This may account for wom- Why Women (Can) Make Better Bosses
en wanting to avoid conflict in meetings and seek • Increased empathy and intuition
consensus. When a woman’s adrenaline is up, • Desire to connect
that is when they will be compelled to speak up. • Collaboration and communication skills
• Language skills
The female brain works in a cyclical manner. • Concerned about the social cohesion of the
Like the earth’s rotation or her monthly men- group
strual cycle, women inherently know the cyclical • Less risk-taking behavior, more conscientious
nature of things. Rather than working in a linear • Broader consideration in decision making
fashion never re-tracing their steps, women work (work, family, community, the globe)
in a circular way coming full circle back to where
they started to close out the loop. Adapted from: Unleash the power of the female
brain by Daniel Amen M.D.
The female brain has a great gift for contextual
thinking. Because of our capacity to take in in- A key strength of the female brain is empathy
formation using both hemispheres, we take into or the ability to recognize and sense other peo-
consideration a wide variety of factors such as ple’s feelings. In other words, to be able to put
work, family (children), community, wellbeing, yourself in someone else’s circumstance and feel
and impact for future when making decisions. what they are feeling. Both the male and female
brains have neurons called ‘mirror’ neurons that
That is a whole lot to think about! are activated when we empathize or identify with
another person. Mirror neurons enable us to
When we take a long term view of what the world feel what another person is feeling, so if you’re
needs in our future leaders – this more circular anything like me, that’s why we get teary during
perspective is profoundly valuable and what we sad movie scenes or cry at a funeral. Research
deeply need today. demonstrates that women have stronger em-
pathic skills than males, which is likely due to
Why Women Make Better Bosses their larger frontal lobes.
I should confess, I don’t actually think all wom-

BUSINESS
Ideas for a Better Future

The truth is that every brain is different. No
one has a totally male or female brain. Our
brains are more like a blend of both. And
let’s face it, the male and female brain are
a great compliment to one another. When
both genders bring their unique strengths
forward, and we leverage those strengths -
the whole team, organization, and the com-
munity wins.
It’s time to put our patriarchal leadership

model behind us and welcome a new dawn.
We are desperately in need of a paradigm
that’s built on inclusion, true acceptance of
our differences, one of respect. It’s time to
build cultures that are human-centered and
relational and shift the conversation from
an ‘us and them,’ ‘do as I say’ culture to what
can ‘we’ create together.
My vision is for a world that deeply honors

and values both the male and female nature
so we can bring forth our authentic selves
and offer the full benefit of our unique gifts.
Wouldn’t that be amazing?
ABOUT THE AUTHOR

Hi, I’m Cindy Turner, Creator of evolvingwomen.
co. Evolving Women is a global platform showcasing
transformational programs to cultivate the wisdom
and brilliance of women for women who are ready
to change.
Cindy xx
evolvingwomen.co
P.S. Download your free copy of ‘Why Women Make

Better Bosses’ guide at www.evolvingwomen.co

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S T R AT E G I E S
THE POWER OF
CHALLENGE
HOW ISSUING CHALLENGES IN
YOUR COACHING BUSINESS CAN
HAVE A LIFE-CHANGING IMPACT.
BY JENNIFER JIMBERE

What life goals are you trying to
achieve this year? Are they focused
solely on business, or do they focus
on both your personal and business
performance?
Allow me to tell you a story about a challenge

I issued a client around fear and the power of
overcoming it.
There once was a Financial Advisor I was work-

ing with, he was preparing for his upcoming
wedding while also trying to grow a thriving
business. He struggled with rejection and took
some time to bounce back when it occurred.
During our coaching calls, we would talk about

the conversations he would have with his po-
tential clients and what he might like to try dif-
ferently. We were building on his strengths, and
he was seeing headway.
Fast forward, 1 week before his upcoming wed-

ding and I get a call from him.
“She left me!” he said.
The wedding was off.

To support his forward movement, we had a lot
of work ahead of us. He could’ve chosen to let
this define him. He sounded as though he was
ready to, early 30’s and he said he was done.
Ready to quit his job because he was afraid he
would fail at that too and also give up on finding
the right person.
As a coach, what was I to do?

S T R AT E G I E S
After a few months, we had another call sched- The fear, we were trying to get over was rejection.
uled. I could have been primarily focused on his So the objective was to build up his resistance to
business results. rejection. He should have asked and gotten re-
jected over and over again. Just as you will en-
However, I chose a different approach. counter when you are offering your financial ser-
As his coach, I was responsible for creating the vices to people.
coaching environment, one where he trusted me
and knew that I had his best interest at heart. He went to the mall the next day, went into the
first store and saw a beautiful. After a few min-
A challenge is an idea you (the coach) come up utes of talking with asked her if she wanted to
with that you suggest to your client. During our grab a cup of coffee. To this day, many dates and
conversation, I sought his permission and invit- 4+ years later, they are happily married. He also
ed an assignment, a challenge if you will. has a professional practice that is thriving and
that he is proud of.
Go to the mall, and ask 5 beautiful women out for
coffee. “What?” he said. I get a wonderful call from him every now and
then and hear in his happiness, thank you!

If he wasn’t challenged, how long 4. It is not a command. The more trust you have
would he have struggled with that built with your client, the more they know you
fear of rejection? What if he didn’t have their back and challenges take trust.
take action to overcome the fear?
5. Make it easy. The focus is always on them;
Imagine if I used only words rather you do not want to overcomplicate things and di-
than inspire him into action? His life vert the attention to yourself. Keep the challenge
would look different. short and focused on pulling out their strengths.
What I saw in him was that he was 6. Congratulate a NO. If you issue a challenge
capable, he was good at what he did, and your client declines, encourage them for be-
and he had it in him to succeed. The ing clear on what they want. Your ego is not in
achievement of his goals were all in play here; their success is.
his mindset and willingness to try.
Helping change lives is a privilege. The transfor-
As coaches, we listen, we use words, mational coaching I offer includes not only the
we inspire action, we invite strategies discipline of coaching; it also includes change
and shifts to help people live their management and the science of well-being.
best life.
His fear of rejection was solved by coaching.
Here are 6 tips to help you issue chal-
lenges to your clients that can be What we think is possible is just the beginning.
life-altering: Maintain momentum and make it a great day! ¥
1. Keep it simple; less is more. Do

not issue challenged frequently; save
them for critical shifts.
Jennifer Jimbere is the Presi-
dent of Jimbere Coaching and
2. Look for stretch opportunities that
Consulting, Co-Founder at
compliment what your client is al-
Radical Joy Seeking Women’s
ready doing. Club and Partner at Thrive
Experts. She is an entrepre-
3. Be flexible. Let your client know neur, International best-sell-
that you are issuing them a challenge ing co-author in the Dream
and set the rules, allow for yes, no and Boldly I Dare You Series.
yes with a modification.

BUSINESS
BECOMING
A NICHE
AUTHORITY BY PARTHIV SHAH

What Makes Authority Why the Authority, why the notoriety? It’s be-
Marketing Work cause the name recognition alone has people
The other day I laid out some answers to looking and listening their way. We recent-
What Makes Authority Marketing Work and ly got to meet some pretty incredible people.
discussed the viewpoints of three people that Steve Forbes (yeah, that Steve Forbes), and
have written books on Selling to the Affluent, Ken Fisher of Fisher Investments. Both of
and that of Authority. I chose them because of these men are significant figures in the world
the titles of their books, and the fact that both of money, both headliners, both known world-
Kennedy, Witty and Shelton are figures often wide. It was all about them, not you or me.
in the limelight of our world.
It’s About You
Today I want to dive a bit deeper in the wa- It starts with a shift in your thinking. It’s about
ters of “How does one become an influencer you, and how you show up. Do you look the part
and Authority in your particular niche.” So, of an authority? Sure, Sir Richard Branson can
without any further delay, here’s my take on show up in old jeans and a t-shirt wherever he
becoming an authority. goes because he is Sir Richard Branson, a global
figure of success in everything he touches.
It’s About Them
Have you ever gone to an event where the ticket Because you are not him, dress the part of a
was nothing to sneeze at, the house was packed, professional. Your personal grooming is part
and your excitement level was high (anxiously of your brand and the brand of your company.
waiting for the day to be at the event)? More How about your actions? Again, people’s per-
than likely, it’s because the person to be on ception of you IS their reality. If you are rude
stage was an authority on their subject. people pick up on it and word travels faster
than a great internet connection.
That person could be an entertainer, famous
politician, community leader, global statesper- Speak with confidence and certainty. People
son. The entire crowd of attendees had their pay attention to someone confident and tend
eyes and ears fixed on every word, gesture, to immediately lose interest within the first 5
stance, look, message. It’s that person people seconds of someone tedious, uncertain, or shy.
want their photo taken with, shake their hand, Break out of any shell that might be holding
perhaps an autograph. you back for the sake of your own status.
It was not about you at all. It was about them. If your goal is to be an authority in your niche,
They’re the celebrity, the person to whom ev- some actions must be taken to enact such a
eryone has come to see. climb to instant recognition. It might be in your
local community, perhaps your state or region,

BUSINESS
country, or around the globe. The world is your Have a professionally crafted Speaker Reel
oyster, as the saying goes. But, what does that available to assure you get a consistent brand
even mean? One can find riches if one works message to the crowd. Hosts of the event have
hard to obtain it. your bio from which to read if they can remem-
ber to have it on hand at the right time. The
How does one open an oyster? A knife is forced problem often is that they wing it, giving you
into the split of the oyster and twist. The pearl less than the introduction you had hoped for.
inside is the fortune you seek. Now obviously, The video removes all doubt as to who you are
not every oyster contains a pearl, but the meta- and why you should be listened to. Build your
phor is still sound. It is up to you to find what credibility and share your message repeatedly.
you seek and become who you wish to become. Write a press release for every event where you
Make a name for yourself, or forever linger in plan to present.
the wings waiting for your entry onto the stage
and into the spotlight. People will pay attention A sure-fire way to attract notoriety and recog-
to you if you have a message to which they can nition is to use the world’s most excellent busi-
resonate. But first, they must discover you. ness card. Write a book. Share it wherever
you can. If you are calling on a potential client,
One of the best ways to get started is to find an bring two copies to share free of charge. If there
audience at which to speak. It might be your lo- is any doubt as to why select you for the project,
cal Chamber of Commerce, civic organization, hey, you wrote the book on the subject. You’re
workshop, local event, or some other way to get the presumed expert just by having a book on
in front of a crowd. Each time you present, you the topic that is meaningful to the situation.
are building a trust-bank. Little deposits from
each occasion build that trust and recognition. As much as I’d like, Parthiv Shah is not a house-
Build on the occasion to garner some sort of hold name even though I have written sever-
press to mark the occasion. At least get a film al books. However, I do have video clips with
clip and photos of you in action and begin to celebrities in my industry as well as a bank of
build a portfolio of your presentations. photos, elevating my status. That’s Authority
by proxy if you will. Because I shared the stage
Polish your presentation and find as many au- with the likes of Dan Kennedy says something
diences as you can to deliver your message, and even though if only within our group. With
those that resonate with you will begin to pay those videos and photos, all doubt is removed
attention to you. Don’t expect everyone in the as to why someone should listen to my message.
audience to become your tribe member, howev- Trust begins to form before I open my mouth.
er. There are all sorts of people in the world, and
there are all sorts of situations people are faced Take a Stand
with at any point in time. Everyone has an opinion of everything in the
universe. You hear it in the voices of politicians,

Each time you present, you are building
a trust-bank. Little deposits from each
occasion build that trust and recognition.
clergy, the citizenry, and most businesspeople. was really instilling in his children – entrepre-
“I stand for blah, blah, blah.” They all tend to neurship, but he used an opposing and poignant
sound alike. Sure, you should have a position on touchstone to become noticed.
matters within your niche. Stand for or against
something of note. You might remember David due to his service
with the Icon Academy young entrepreneurs
Taking a counter-position is also a great way to training, along with the young Inner Circle
garner attention. David Fagan, former CEO of training done at Super Conference and Info
Guerilla Marketing and Founder of Icon Builder Summit with GKIC.
Media and author of the Icon Code grew from
having worked with Jay Conrad Levinson fame I could go on an on about this topic, but I think
into national status because he took a stand you have a good idea what to do to nudge your
against paying for his children to go to college. status a little further up the hill to celebrity and
His belief was so strong that like he did, his chil- authority status.
dren must make their own way in this world,
and if they want to go to university, they will I’ll address the topic of Authority every now and
have to begin saving for it. again, so don’t think this is the final word from
me on it.¥
Local news media picked up on it, the local NBC,
CBS, or ABC (I forget which one) got picked up Parthiv Shah is the Founder and President of
by national, and before he knew it, he was on eLaunchers.com, a locally grown and internation-
ally known digital marketing agency in suburbs of
every daytime talk show being interviewed. Au-
Washington DC. Parthiv is a data scientist, practic-
thority in entrepreneurship. That was what he ing principles of BIG DATA in small business space.

"Eliminate the
time between the
idea and the act...
and your dreams
will become your
reality."
- KARL BRYAN

Have you seen "Ask Karl Bryan”?
I want to thank you for being a subscriber to The Six-Figure Coach.

I created this publication to address the frustrations and concerns of business
coaches across the globe. We want to provide you with the latest strategies,
tactics, tools, resources and support that will enable you to take your
coaching practice well into 6 figures and beyond.
I used to run live events where I “Guaranteed to solve any marketing

problem on the spot”… therefore by request and to compliment the
magazine I’m creating a Q and A forum where you can send in ques-
tions about your coaching business and I’ll respond in a short
video with actionable steps to solve the problem and from
my personal experiences.
To watch “Ask Karl Bryan” videos click here:

ASK KARL BRYAN VIDEO SERIES
Thanks for tuning in,

Karl Bryan
MENTOR CORNER
THE IMPORTANCE OF
Networking &
Masterminding
While you may be able to create tremendous success on

your own, traveling the path of success through network-
ing and a mastermind group makes the journey more en-
joyable. Plus, the added accountability will propel you to
success faster and further than you originally envisioned.
This is where the importance of networking and a master-
minding comes into play.
BY JACK CANFIELD
It’s Not Just What You Know, It’s Who You
Know. Success is a team sport.
In my career, success in any undertaking has come down to not just
who I know—but also who I have on my team.
Along the way, I’ve learned many success principles that can help you
build your own network of influencers, mentors, and experts. Develop-
ing a business network of people can help you succeed.

Nurture Your Network Remember that developing genuine relation-
One of the most important skills for success in ships takes time and consideration. It requires
today’s world, especially for entrepreneurs and careful thought and a mindfulness for others.
business owners, is networking.
Three Steps to Building a
In my life, this has proven to be true. Reliable Networking Group
Think of these three steps:
The more time I have spent consciously build-
ing and nurturing my business network of ad- Visibility
visers, colleagues, clients, students and fans, Credibility
the more successful I have become. Profitability
Businesses and careers are built on relation- First show up, participate, and get seen. Sec-
ships. Relationships form when people meet ond, ask others how you can help them and
and interact with each other in an authentic then deliver on their requests if you can.
and caring way.
Then, when you have developed a relationship
Effective Networking is of trust and service, you can ask for referrals
Dependent on Trust and assistance.
Statistics confirm over and over that people
prefer to do business with people they know, Two Heads Are Better
respect, and trust. Than One
Networking and building meaningful relation-
“Effective networking is all about devel- ships with others brings success quickly.
oping relationships.”
This is where mastermind groups come in.
In creating your own personal network groups,
your job is to seek out people who know things We all know that two heads are better than one
you don’t. These people can help you connect when it comes to solving a problem or creating
where you can’t. a result.
Developing Relationships Imagine having a permanent group of five or

six people who meet once every week or two to
Takes Time
problem solve, brainstorm, network and moti-
Initially, your goal shouldn’t be to make a sale.
vate each other.
Instead, it should be to seek advice, connec-
tions, recommendations and insights. To the
This is masterminding.
extent that you can provide something in re-
turn, do so.

MENTOR CORNER
The Basic Philosophy of our own field of expertise.

Masterminding
The basic philosophy of a mastermind group is We see through the same narrow lens and do
that more is achieved in less time when people things the same way everyone else in our indus-
work together. try does.
A mastermind group is made up of people who Build Your Own

come together on a regular basis (weekly, bi- Mastermind Group
weekly, or monthly) to share ideas, thoughts, When you assemble people from different in-
information, feedback, contacts, and resources. dustries, professions, or fields of study, you get
lots of different perspectives on the same sub-
Getting the perspective, knowledge, experience, ject.I don’t know anybody who has become su-
and resources of the others in the group great- per successful without employing the principles
ly expand your own view of the world. It can of both networking and masterminding.
also advance your own goals and projects more
quickly. I don’t know anybody who has become super
I DON’T KNOW OF ANYBODY WHO HAS BECOME

super successful WITHOUT EMPLOYING BOTH
networking and masterminding.
Find People Outside successful without employing the principles of

of Your Field both networking and masterminding.
When you form your mastermind group using
your networking skills, consider bringing in This is because building meaningful relation-
people from different professional arenas. ships with others both inside and outside of
your field of expertise forms valuable connec-
Find people who are “above” or “ahead” of you tions and expands your resources.
professionally or financially. These people can
introduce you to a network of people and re- You never know when these connections will
sources you normally wouldn’t have access to. come in handy on your journey to success.
Though the benefits of masterminding with Take Action

people outside your field may not seem obvious Make a list of 5-6 people who you know that
now, the truth is that we all tend to get stuck in you could potentially build a mastermind group

with, and ask them if they are others, lead mastermind groups, and conduct powerful learning
interested. sessions with others.
One of the most powerful ways If training and empowering others is something that inspires you,
to learn anything is to teach it click the button below to watch my webcast The 7 Pillars of True
to others. That’s why having a Life Transformation.¥
mastermind is so important.
Teaching forces you to clarify

your ideas, confront inconsis-
tencies in your own thinking,
and more closely walk your
talk. But most importantly,
it requires you to read, study
and speak the information
over and over again.
Jack Canfield, America’s #1 Success Coach, is founder of the bil-
lion-dollar book brand Chicken Soup for the Soul® and a leading au-
The resulting repetition rein-
thority on Peak Performance and Life Success. If you’re ready to
forces your own learning. I’ve jump-start your life, make more money, and have more fun and joy
created a free webcast for peo- in all that you do, get FREE success tips from Jack Canfield now at:
ple who want to learn to train www.FreeSuccessStrategies.com

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Coach

COACHING LESSONS WITH KARL BRYAN

18 COVER STORY 66 MORE EYES WITH FACEBOOK

26 GROW YOUR EMAIL LIST 70 ASK THE EXPERT

32 MILLION DOLLAR MARKETING 74 FROM $0 TO $70K

38 THE BOOKWORM 80 WOMEN IN BUSINESS

44 LEAD GEN CASE STUDY 86 CHALLENGE

50 LEAPZONE STRATEGIES 90 NICHE AUTHORITY

52 GAMIFICATION 100 NETWORKING + MASTERMIND

Message FROM THE EDITOR

Tupac was a ‘No BS’ musician on steroids and

There’s a good chance you don’t want to play Rap

Tupac was never going to be Top 40.

In order to become the “chosen one” you

This edition is dedicated to Dan

He’s Tupac in a world of Milli Vanilli’s.

He’ll also be remembered as a

Obsessed with your

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SEPTEMBER/OCTOBER 019 WWW.THESIXFIGURECOACH.COM 7

THE $500K PLAN

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Enough about me. Let’s dig in. As I said I’m, go-

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They didn’t sell very many of their top offer and

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When you streamline your offer so it’s crystal

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“There’s a last Time

BUSINESS COACHING LESSONS FROM

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I’m forever grateful.

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You can pretty much be a

All you need is a brain, a

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1. You must ALWAYS be marketing.

“Why should I choose your (business/product/

It’s a tough question, but once you have the an-

Dan Kennedy repeatedly talks about how one

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3. There’s a right way and wrong way to 4. Successful business is

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Stop and have a friendly conversation with your THERE IS A

14 RIDICULOUSLY SIMPLE WAYS TO

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12. Write and distribute a press release 1. Current Happenings. High-

If you’re already publishing to a blog or on 4. Take a Poll. Get people’s opin-

Easy Ways to Generate Content Ideas 6. Create Top 5, 7, or 10 Lists.

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3. Over-deliver / under-promise. Give more and

4. Engage and be available – in other words: be

5. Show them, don’t tell them. Give proof with