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1 Module One DISCLAIMER AND TERMS OF USE AGREEMENT The author and publisher have used their best efforts in preparing this report. The author and publisher make no representation or warranties with respect to the accuracy, applicability, fitness, or completeness of the contents of this report. The information contained in this report is strictly for educational purposes. Therefore, if you wish to apply ideas contained in this report, you are taking full responsibility for your actions. EVERY EFFORT HAS BEEN MADE TO ACCURATELY REPRESENT THIS PRODUCT AND IT'S POTENTIAL. HOWEVER, THERE IS NO GUARANTEE THAT YOU WILL IMPROVE IN ANY WAY USING THE TECHNIQUES AND IDEAS IN THESE MATERIALS. EXAMPLES IN THESE MATERIALS ARE NOT TO BE INTERPRETED AS A PROMISE OR GUARANTEE OF ANYTHING. SELF-HELP AND IMPROVEMENT POTENTIAL IS ENTIRELY DEPENDENT ON THE PERSON USING OUR PRODUCT, IDEAS AND TECHNIQUES. YOUR LEVEL OF IMPROVEMENT IN ATTAINING THE RESULTS CLAIMED IN OUR MATERIALS DEPENDS ON THE TIME YOU DEVOTE TO THE PROGRAM, IDEAS AND TECHNIQUES MENTIONED, KNOWLEDGE AND VARIOUS SKILLS. SINCE THESE FACTORS DIFFER ACCORDING TO INDIVIDUALS, WE CANNOT GUARANTEE YOUR SUCCESS OR IMPROVEMENT LEVEL. NOR ARE WE RESPONSIBLE FOR ANY OF YOUR ACTIONS. MANY FACTORS WILL BE IMPORTANT IN DETERMINING YOUR ACTUAL RESULTS AND NO GUARANTEES ARE MADE THAT YOU WILL ACHIEVE RESULTS SIMILAR TO OURS OR ANYBODY ELSE S, IN FACT NO GUARANTEES ARE MADE THAT YOU WILL ACHIEVE ANY RESULTS FROM OUR IDEAS AND TECHNIQUES IN OUR MATERIAL. The author and publisher disclaim any warranties (express or implied), merchantability, or fitness for any particular purpose. The author and publisher shall in no event be held liable to any party for any direct, indirect, punitive, special, incidental or other consequential damages arising directly or indirectly from any use of this material, which is provided as is, and without warranties. Copyright Influence Mastery Inc. 1

2 Module One INTRODUCTION Welcome to Module One of Video Training Course. I'm super excited to deliver this training to you. If there is one shortcut one secret ingredient that I inject into every single one of my marketing campaigns, (whether for me or for someone else), it is what you're about to learn in this training. It's the ability to take somebody, whether or not they already have a following and a reputation, and elevate them to that guru status so that selling becomes easy. People are magnetized and gravitate towards them. Want to listen to them. Want to trust them. Look forward to what they have to offer and ultimately buy from them. In this training, I'm going to help you develop a foundational mindset, because right now you may need to elevate yourself to a guru status, but you've never done it before. And sometimes one of the reasons why we don't do something we want is simply because of our mental approach. First, I want to dispel any myths you may have about being a guru. You know, a lot of people have negative associations with that word. They think you're a know-itall. That you're cocky. That you're arrogant. That you're unlikable. Copyright Influence Mastery Inc. 2

3 Module One Well, nothing could be further from the truth. A guru is somebody who is perceived as an expert in their field or in their niche. And the more you get into the habit of associating yourself with a guru and believing you are a guru, the easier it's going to be to project that image to others. ANYONE CAN BE A GURU The good news is that anyone can become a guru. It's not magic. It's not as if someone is born with the natural talent needed to be a guru. You may have to work for it a little bit, but this is something that you can do. There's not one single thing in life where there aren't two groups of people one group things come easily to and one group where things don't come as easily. I'll talk about the different environments gurus practice in. There are many different ways to do this, and one of the biggest challenges to attaining guru status is people don't know where to begin. What I intend to do is lay out the different options available to you so you can see which one resonates the best with you. The major guru specialties are speaking, publishing (books and blogs), coaching, consulting, and online training. My area of expertise is online training. I've built a number of six-figure businesses some approaching seven figures and all online. I don't refer to myself as a specialist in offline training. That's not to say you can't apply the Copyright Influence Mastery Inc. 3

4 Module One principles you learn in this training offline, and I'll show you how to do that. I want you to start thinking about your strengths. Often people seeking guru status have a mental block, thinking they don't have anything valuable to offer. They want to be an authority. They want to generate credibility. They want people to listen to them. But they don't think they can provide any value to other people value people would be willing to pay for. I want you to start thinking about the challenges you've had in life and that you've survived. What goals have you set for yourself (no matter how big or small) that you actually wound achieving? And this is important. I guarantee you that somewhere in the world, somebody has that same goal and hasn't achieved it. I want you to think about what codes you've cracked. What have you had to learn because you had to solve a problem? Perhaps it was on a job. Perhaps it was from being a parent. What blueprints have you figured out? What systems have you developed for solving a specific set of problems? What experiences have you had? Never discount your ability to pass on valuable knowledge to other people, because I promise you that no matter what niche you decide you want to specialize in, there are a lot of people that would willingly pay you for the solutions and the answers you can provide. A lot of times in life, the Copyright Influence Mastery Inc. 4

5 Module One easiest way for someone to overcome a challenge is to hear that someone else did so. Sometimes all someone needs is a little inspiration. I want you to change the way you think about money. I grew up with a lot of weird associations to money. Our household had the scarcity mindset, like a lot do. I couldn't have asked for two better parents, but they grew up scarcity-minded and in my childhood, they portrayed that scarcity. When I told my mom I was quitting my job to become selfemployed (I had a $100,000 a year job with benefits and was managing fifty people) she looked at me like I was crazy. She couldn't believe it. She was constantly thinking of what we could lose. Constantly thinking of the resources that could be taken away rather than thinking about the possibilities that could be gained. I really had to overcome a lot of the stigmas associated with not having a job. When I first started an Internet business, I couldn't believe I had made more money in my sleep than I had made working a forty-hour week at my old job. It was then I understood the power of marketing how you could send one to a list of subscribers offering them a product or service and how that could generate hundreds or even thousands of dollars by simply clicking a button. That required me to change a lot of the associations I had with money. You will, too. I want you to start thinking of Copyright Influence Mastery Inc. 5

6 Module One money as a byproduct of the service you provide. Everybody in life needs advice whether it's about finances, relationships, marketing, parenting whatever it may be. You can, in fact, be a thought leader and a guru someone that other people look to for advice. There are some prerequisites. There are some key character traits that you need. The three most essential traits are the need to be empathetic, to be relatable, and to be consistent. CHARACTER TRAITS OF A GURU The single, greatest character trait I believe has assisted me in being influential and persuasive is my ability to empathize with other people. This is something I learned from my mother. She would always try to put herself in another person's shoes. I took that with me into adulthood. This has served me immensely, because it's enabled me to react effectively and enabled me to communicate in a way that's very effective with others in terms of influence and persuasion. If you don't have empathy for other people, you better start cultivating it; otherwise, all the things that make up being a guru creating products and services that solve other people's problems won't be there and you won't succeed. Then the second part of the equation being relatable will actually become a lot easier for you. Once you're able to put yourself in someone else's shoes, then you're able to Copyright Influence Mastery Inc. 6

7 Module One create a persona (an avatar) and craft your presentation in a way that people find very relatable. Your market will be able to relate to you. The third thing you need is consistency. Once you become a trusted authority figure that people look up to (and want to buy from) they're going to look to see if you're the person you claim to be. If you plan on creating instructional videos, get ready to be consistently putting out instructional videos. If it means creating programs, be ready to consistently create programs. If you choose to blog, be ready to consistently update your blog. You have to constantly stay relevant and fresh in the eyes of your market. TWO KEY INGREDIENTS You'll also need two other key ingredients passion and knowledge. Knowledge is the easy part, because almost anybody can acquire knowledge. Everything I have learned whether it was through journals, articles, books on psychology, books on salesmanship, books on entrepreneurism whatever the subject, I grew my knowledge through reading books. Of course today you can acquire knowledge faster and easier than ever before. There's the Internet that not only provides content for you, but also enables you to connect with people who have the knowledge you seek. Copyright Influence Mastery Inc. 7

8 Module One Passion is something you either have or don't have, so it's important to pick something where you're confident you can acquire the knowledge, but you also have passion about the particular subject because that's what will carry you through the learning part of becoming a guru and enable you to do things you don't want to do when you have to do them. That's just the reality of life. And while it is great to be in business for yourself and make money while you're helping others, the reality is that just like everything else in life, there will be days when you're not going to want to show up. Not write that blog post. Not shoot that video. Not write that advertising copy. Your passion is going to be the one thing that's going to carry you through and enable you to do those things, even when you don't want to do them. My favorite part of my job is delivering a training just like this but putting the training together, doing the research with my team, assembling the content in a way that's sequential and easy to understand, doing all the drudgery and the legwork I don't really enjoy that. It's only because I enjoy these trainings, and am passionate about the business, that I am able to do the other parts of the business I don't like. So, pick something in which you feel you have knowledge, that will be easy for you to acquire, and that you are passionate about. TWO KEY RESPONSIBILITIES Copyright Influence Mastery Inc. 8

9 Module One Your two key responsibilities are relating and creating. You want to relate to your audience for two main reasons. First, it will be easy for you to solve their problems if you're able to relate to them. Second, you'll be able to communicate in the most influential way possible that will make people want to listen to what you have to say and ultimately want to do business with you. Your second responsibility is to create the content that ultimately either provides pleasure or reduces pain. The two main reasons why people do anything in life can ultimately be boiled down to the desire to avoid pain or the desire to gain pleasure. Statistically, people will do more to avoid pain than they will to gain pleasure. Your main responsibility is figuring out how to relate to people by creating solutions that reduce their pain or add to their pleasure. One of the great things about being a guru especially an online guru is that you can work anywhere you want. You can work in an office. You can work in a studio. You can work at home on your laptop computer. This is truly freedom. And when all is said and done, to be in a position where you can share a part of who you are of your personality and of your soul on a deep level with other people to try to help them (and, as a result, get paid to do that and have Copyright Influence Mastery Inc. 9

10 Module One people respect you so much they're willing to exchange money for it) that's an amazing thing. The next change you might have to make has to do with your paycheck. There's a difference you have to learn between pay and value, and if you're coming from corporate America or have a regular job, you're conditioned to think about that paycheck. You're conditioned to think about your hourly wage and how much you get paid to show up. When you're a guru and in the business of selling products or services, you have to start thinking about getting paid based more on the value of your goods or services. The higher level of value you provide, the more money you're going to make, and the more money you'll be able to charge. Next you need to choose your alliances wisely, and this also relates to your employees, your market, and your customers. What do I mean by this? In any successful business, especially Internet marketing, you're going to need alliances. You're going to need a network of people you can call upon at any time to support you to give you access to their resources, to their opportunities, and to other key players that can help you. Start thinking about who these people are. Start making a list of people you believe would make good alliances key players you could add to your network who will Copyright Influence Mastery Inc. 10

11 Module One ultimately help support the vision of your business and your image of yourself as a guru. Start thinking about your selection of employees. At some point, you need to start delegating. You see, gurus are people that are known and respected for being great in one area. I try to be perceived as a guru in the game of influence and persuasion. In order to be great at something, you've got to let go of things that will consume your time. That's what employees are for. This is another thing I struggled with a lot in the beginning. I tried to do everything myself. What you soon realize is that 80% of the results you achieve are going to come from 20% of the things you do. The other 80% should be delegated to someone else. You need to choose your market wisely. What is the group of people whose problems you want to solve? The group of people that you will reach out to that will eventually buy something from you? Lastly, what is your ideal customer like? There are going to be situations where you're going to fire customers. I know that might sound crazy to you, but the customer is not always right. The right customer is always right. There's a difference between having a good customer and a not-sogood customer. I'll give you a quick example. Copyright Influence Mastery Inc. 11

12 Module One The lifeblood in my business and in your business if you choose to set up an online business is marketing. Your main way to communicate with people is going to be through . Even Amazon, Facebook and Google, who get insane amounts of traffic, use marketing. It's a very important component of their business model. I wouldn't say it's the driving force, but it just goes to show you how important it is. If the main source of communication with your customers is through marketing, and they get mad when you send them an , then that's not the right type of customer. This is all stuff you'll begin to figure out, but many of these thinking patterns may be foreign to you, especially if you've never done them before. These are all shifts you're going to have to make coming into this that all of us had to make in the beginning. The next thing you're going to have to do is master marketing in your niche. Now, that's not to say you have to take care of all the marketing for your business, but make no mistake. The marketing of your business (or of you as an individual) is going to be the single most important thing you do. Your ability to influence and persuade other people supersedes every other attribute that you have. You could be educated, have expertise and be the greatest person in the world, but if you can't influence and persuade other people to believe that, then it's not going to serve you as Copyright Influence Mastery Inc. 12

13 Module One well as it could. There are people that are average, uneducated, and not good-looking, yet they seem to be masters of influence. People gravitate towards them. They have deep, meaningful relationships with others because they understand the power of influence and persuasion. Marketing is just the business term for influencing and persuading other people. You could have the greatest idea in the world. You could have the greatest solution to a problem. But if you can't get that into the hands of people that want it by using marketing, you're going to fail. So, you have to make it your business to master marketing. To learn how to market to other people. How to find the ideal customer. How to find the ideal prospect. How to generate leads. How to write sales copy. How to write persuasive s. Or, at the very least, how to understand what those things look like. You might write a piece of sales copy, but if you're going to pay somebody to do that, you need to know what good sales copy looks like. Put simply, you've got to eventually master marketing, because that's going to be what's ultimately going to take you from here all the way to the top and gurudom. The good news is that there's tools today that make this process very easy. There's Facebook and Twitter. You can use Instagram. You can use YouTube and create videos. You can use WordPress to build websites. You can use your Copyright Influence Mastery Inc. 13

14 Module One Mac to create training programs. Today I shoot my training programs in a professional studio with a professional camera, but the very first program I created was in a room using my Mac computer and a microphone I think I paid $100 for on Amazon. Think about this for a second. You could become a guru selling a product or a service, in exchange for money, in only a two-week period if you really wanted to. All you have to do is read three books on your topic and master that topic. Make sure you understand as much as you can about your topic, then create a product by simply writing out a script, getting on your computer, recording that script, editing the recording and turn it into audio modules. If that's scary for you, then you could sit down and have somebody interview you. Think of the top fifty questions people would ask you on this particular topic. Have somebody interview you and ask you those questions. Record the interview, transcribe the interview, and now you have an e-book. From there, all you've got to do is put a website up, which is really easy to do with WordPress. You can hire somebody to do it from Fiverr.com. Have them set up a website for you. You can set up a shopping cart through PayPal, Google Checkout or Amazon Checkout. Write some sales copy. Get Infusionsoft, AWeber, or icontact for ing, send an to a group of people Copyright Influence Mastery Inc. 14

15 Module One and get them to buy your product or service. Now, is there a lot more involved? There are some details involved, but if you really had to, you could set this all up in a two-week period. That's how easy it is to become a guru in your favorite niche. The last thing I'm going to leave you with in this module is to start thinking about the type of expert that you want to be. There are basically three types of experts that you could choose from. There's the role model, the results person, or the researcher. The role model is someone that has been through a lot of things in life, has a great outlook on life, and is basically like a philosopher. The ways they think and do things are admired by other people and other people look up to them for advice. The results person is simply a person that has done things in life, has achieved results from doing them, and then shows other people how to achieve those results. The researcher is like a reporter. It's somebody that does the dirty work that other people don't want to do. If someone wants to find the answer to a specific problem, the researcher will do so and deliver it to someone else. I want you to start thinking about which one of those experts you want to be. Copyright Influence Mastery Inc. 15

16 Module One I realize a lot of this may seem overwhelming to you. It was to me in the beginning, especially the part of reformatting your beliefs. But trust me when I tell you that the sooner you start thinking differently about everything we've discussed in this module, the easier it's going to be for you to achieve these goals; the better you're going to feel about yourself; and the more successful you're going to be. I'll see you in the next module. Copyright Influence Mastery Inc. 16

17 Module Two Welcome back. Welcome to Module Two of The Guru Code Video Training Course. Human beings are a strange species. We all need each other to survive. We all need each other to get ahead in life. We all need each other to magnify the human experience physically, financially, emotionally, spiritually, mentally, and every single way possible. Yet, in order to do that, we have to be able to effectively influence people. In order to be able to influence people, we've got to project the right type of image to them. Yet the majority of the way we think we're influencing other people is actually the complete opposite of what really happens. You see, deep within our brain is something called the reptilian brain. And if you own any one of my other courses or programs, you've heard me talk about this. Now, the reptilian brain is the oldest part of our brain. It is the part of the brain that was developed first. The reptilian brain is responsible for protecting us. If we go back hundreds of millions of years, and think about what our brain first looked like when it started to evolve, it was basically there as a protection mechanism: to protect us from harm, to protect us from having our resources taken away from us, and basically to keep us out of trouble. The problem is that even though we've evolved for hundreds of millions of years, the reptilian brain still controls a lot of the way we perceive information. It also Copyright Influence Mastery Inc. 17

18 Module Two controls a lot of the ways we perceive other people, ways we are perceived by others, and the way we are influenced by other people. The critical thing is to understand how to bypass the subconscious processes of another person's mind and make a positive impression on them. Let's face it. If you want them to see you as a guru, you have to project a positive image in their minds. The good news is this can be done. The bad news is it's going to take a little bit of work, because when someone sees you for the first time, they'll form their impression about you instantly. It takes between four to six seconds and it happens on a completely subconscious level. The person subconsciously cross-references you with every other person they've ever met in their life, and they make a comparison to those other people. That reptilian brain is going to try to protect them by subconsciously asking such questions as, "Can I trust this person? Is this person here to hurt me? Can I learn from this person? Is this person here to take away resources of mine? Is this person going to waste my time?" And unfortunately, most of the time the answers to those questions are negative. They're not the answers you want the person to have if you want them to perceive you as a guru. So, a lot of what we're going to talk about in this video are things you can do to make yourself appear more credible and create a positive image in the mind of the person you Copyright Influence Mastery Inc. 18

19 Module Two want to influence or persuade. These are the same techniques and strategies I used in my own efforts to create that guru status when working with private clients. Anytime I had to sit a client down, or I had to make a presentation, these are the tools I used to communicate. CREATING A POSITIVE IMAGE The very first thing to focus on is your stance, your movements, and your eye contact, because all of these things will affect how you're perceived in the mind of your potential target or potential customers. Also, your modulation is going to make an impact on them. I remember reading a case study where a group of students watched video clips of professors. The videos initially started out longer, but then were shrunk down to almost seconds. And even when watching very short videos of these professors, most of the time the students were able to accurately gauge the type of personality these professors had. What it boiled down to was their behavior in the videos the type of eye contact they were making, the kind of stances they were using, and their voice modulation. What you want to develop is something called a commanding presence. Your spine is tall and straight, your weight is balanced, and you point your head and nose directly at the listener. When you have a conversation with Copyright Influence Mastery Inc. 19

20 Module Two someone, you don't put your nose down like this and you don't put it up like this. You try your best to keep your nose pointed directly at the listener. You also want to use positive gestures and bodily movements when you talk to somebody. More importantly, you want to avoid any kind of negative movements. You want to avoid masking your face and hands, and you want to stay within the gesture box. The gesture box is the area of the body that's just below your chest and no lower than your belly button. You don't want to gesture anywhere below your belly button or above here. You want to stay in that zone. You don't want to use words and your hands simultaneously. You don't want to say things and utilize hand movements at the same time. This can create a discrepancy in the mind of the person looking at you, and it starts to scramble their brain. And you don't want to scramble their brain any more than it already is when you first start talking to them. You want to create a clear, concise, positive image of yourself. If you start masking your face or masking your hands, utilizing self-touch or acting fidgety, that's going to signify that you're anxious, you're nervous, and you're in some state of discomfort. Now, that may or may not be true. It doesn't matter. What matters is how they're perceiving you, and you don't want people to perceive you in a state of discomfort or anxiety because then you don't appear to be Copyright Influence Mastery Inc. 20

21 Module Two confident and you're not going to project the image of a guru in the mind of that person. The next thing is you want to speak using what we call optimal volume. There are a couple of different levels of volume that you can use when you speak. The first one is the inaudible volume, which means you're saying something and the person can't hear you. Obviously, that's pretty much a no-brainer. You never want to speak in a tone where somebody can't hear you. You don't want to be inaudible. The second one is when you're speaking in a tone where the person can hear you, but they're not paying attention to you. So, you're there. You're talking. You're not speaking at a level to where they can't hear you, but you're speaking in a tone that's not engaging them and that's not captivating them. The next level is the optimal level where you're speaking basically at a perfect volume or at a perfect pitch where you're getting your point across. You're not at the next level, which is where you're over the top and you're screaming at the person to the point that they find you obnoxious and they don't want to listen to you, but you're also not disengaging them by speaking at a level that's too low. The next thing you want to focus on is your eye contact. You want to appear to be in control, focused, confident, and Copyright Influence Mastery Inc. 21

22 Module Two open, and you do that by maintaining good eye contact. If you're making a presentation whether it's to one person or to a group of people; whether you're doing it in person or you're doing it in a video you have to maintain eye contact with your target. If you look away constantly; if you look down; if you shy away from that person; you're going to appear as someone that is not confident and that is not in control. You want to hold that eye contact for about three to five seconds and if you are speaking to a group of people in a room, you want to engage everyone in the room by looking around. You want to be interactive and you want to remain focused. And I'll explain what I mean by that. There are basically five levels of eye contact. The first one is absent eye contact which means you're talking to somebody and you're looking the other way, you're looking down, you're looking everywhere but where you should be looking when you're speaking to this person. The next one is below average. That like when you're in a room full of people and you're just standing around like this as you're talking to people. That's no good, either, because what you basically look like is a robot that's just trying to take in as much information as you can. You're not really engaging anyone and you're not really connecting with anyone. Copyright Influence Mastery Inc. 22

23 Module Two Then the next level is what we call adequate eye contact, which is just good enough. That's when you make eye contact for about two seconds. The next level is what we call optimal eye contact. Just like what we talked about in voice modulation, there's also an optimal level of eye contact. That should last three to five seconds. If you are in a room with a group of people, you want to look all around, slowly, and try to get between three to five seconds of eye contact with as many people in that room as you can. This makes you appear confident, but it also makes you appear interactive and focused on what's going on rather than appearing as someone who just wants to get your point across. The last level is one you want to stay away from, and that is excessive eye contact. This is when you're looking at somebody for more than five seconds. If you're having a conversation with someone, three to five seconds is the optimal amount. If they're speaking, you definitely do want to keep looking at them. But if they're not, five seconds is the maximum amount. You don t want to stare at people for more than five seconds. This is especially true in a group environment. If you're giving a group presentation and making eye contact with people, you don't want to single out one person and start staring at them longer than five seconds, because that's going to do two things. It's going to make that person feel uncomfortable, but it's also going to trigger something in Copyright Influence Mastery Inc. 23

24 Module Two the minds of the other people, and that is that you don't care about them. You only care about this one person you seem to be staring at. The next thing you want to do is read nonverbal signs. This is low-hanging fruit. I find it to be super important, super easy and super effective. To me, it's common sense, but yet so many people overlook it. When I communicate with people, I try to see if they're paying attention to the nonverbal signs I'm giving them. The majority of people are not. You also want to look for three other things: confusion, impatience, and skepticism. Just look at someone's face. Do they look confused in any way? Are they going like this with their eyes? Are they squinting? Do they look puzzled? If they are, you have to provide more detail. You've got to change your presentation in order to avoid having that person be confused. Next is impatience. If a person starts to act fidgety; if they're don't make eye contact; if they play with their phone; if you seem to be losing them; you've got to move them more quickly. You've either got to bring up an immediate benefit or an immediate solution to get their attention again, and then you've got to wrap up whatever it is that you're presenting. Next is skepticism. If you're dealing with somebody and they're appearing to be skeptical of what you're saying, Copyright Influence Mastery Inc. 24

25 Module Two you've got to introduce proof. You've got to clarify what you're saying, and if that's the issue, you have to be ready to deliver proof to avoid that skepticism. You also want to avoid fillers when you talk to people. You want to avoid things like er, um, and uh. This is a very hard thing to do. I used to do this a lot when I first started presenting. I did a teleseminar with a colleague of mine about seven years ago. He would ask me questions and as I answered them, I had uh and er and um in between every single word. He recorded the entire presentation. When it was over, he edited the presentation and sent me a snippet of myself speaking for about four minutes. He kind of made a song out of it. Once I heard myself using too many fillers without even realizing it, I made it my business to create an awareness about it. I still do it, from time to time. Everyone does, especially if you're in a setting like this where you're delivering a presentation based on your thoughts. You might use a filler here and there to gather your attention. That's fine. But if you're using them excessively, you're going to create that disconnect in the mind of your target. Now that you know what to do and what not to do in terms of how you speak and how you present yourself, the next thing you need to learn is how to make the connection with someone else. You want to project yourself with positive Copyright Influence Mastery Inc. 25

26 Module Two energy. You want to utilize eye contact, optimal volume, and expression. But more than that, you want to elicit responses from people to keep them engaged. The easiest way to do that is to just ask them questions or ask them their opinions on the subject matter you're talking about. Whenever I send out an about a blog post, I have a Facebook comment plug-in built in underneath it. People can log in through Facebook and leave comments. There are two reasons why I do that. First, it's going to allow me to do social sharing. It's going to get me some attention because these comments might create a little buzz and lead to a little more traffic. More importantly, it engages people. It removes me from that image of a professor standing on a podium just shouting things out to people to more of an interactive type of setting where I'm engaging people, asking them for their feedback. This makes you appear more approachable and that's the magic ingredient being a guru is being able to balance authority with approachability. Now, that's where most people miss the mark. Most people, in their attempts to attain guru status, are either too authoritative, (so they come across like a military general), or they come across as cocky, arrogant, or somebody that may know what they're talking about but can't connect with people. The second type of person is approachable. You're open and people feel like they can communicate with you. And Copyright Influence Mastery Inc. 26

27 Module Two when you can strike that perfect balance of being authoritative and still approachable, that's when the real magic happens because that's when people will listen to you, trust you, and be more open to what you have to say. You make them feel like they matter. When you talk to the majority of people, they're just waiting for you to be quiet so they can say what they have to say. They're just waiting for their turn to talk. So, imagine if you could do two things separate yourself from other people by not being one of those people and secondly, leverage that fact by giving people the opportunity to talk. Give them their opportunity to share their opinion by asking them what their opinion is or asking them certain questions. How do you strike that balance? How do you become authoritative and yet still approachable? It's actually very simple. Use signs of authority. Again, strong eye contact. You want to sit or stand symmetrically facing someone. You don't want to be off to the left. You don't want to be off to the right. You want to be facing them directly. You want to use a strong volume and a strong resonance when you speak, kind of like what I'm doing right now. The key to coming across with that strong volume and resonance is knowing what you're talking about. So, in this program, I'm going to show you how to pick a niche that Copyright Influence Mastery Inc. 27

28 Module Two you want to be perceived as an expert in. I'll show you how to get to that. But once you get to that, you've got to master that and you have to be able to answer virtually any type of question that someone asks you about that particular topic. When you're able to do that, your confidence in your authority are going to come through immediately. Again, to be approachable, you simply just want to elicit responses from people. You want to use a wide range of vocal expressions. You want to use fluid gestures. And you want to smile. You don't want to have a mean, militant kind of look on your face where you're just preaching at people. You want to have an open type of look on your face. Last but not least, the best way to learn how to connect with others is to videotape yourself. Now, I believe that videotaping yourself is probably one of the best tools anyone can use to really improve projecting the guru image. Not everyone is good in front of the camera right away. Some people get freaked out by it. Some people are unable to convey their thoughts or even speak. But once you get used to it, you'll overcome that fear of public speaking and care less about what people are thinking of you. Because that's really what's going on in your mind. You're not afraid of the camera. You're not afraid of this piece of equipment with a lens in it. You're afraid of what's on the Copyright Influence Mastery Inc. 28

29 Module Two opposite side of that camera. You're afraid of what others are going to think of you. But the more you do it, the more comfortable you'll get, and the better you'll be if you have to get in front of someone or speak via video. Secondly, this will allow you to get a bird's-eye view of what you actually look like when you present to other people. A lot of people have a different self-image of themselves than what they look like in reality. People sometimes think that they're much heavier than they really are. Sometimes they think they're a lot thinner than they really are until they see themselves on camera or they see themselves in a picture. After you film yourself, turn down the volume and just watch the video without any sound. Pay attention to your body language. Pay attention to the things you're doing that don't involve you speaking. The next thing you do is watch the video with just the sound. Listen to how you're speaking as opposed to what you're doing. Look at those two things separately. Then fast forward the video, because you'll pick up a lot of things when fast-forwarding a video, as well. I realize a lot of what I'm telling you sounds like common sense. The reality is that common sense, a lot of times, isn't so common. These are some of the biggest mistakes I've seen people make when I was working with them to create a guru status. I promise you if you make it your business to Copyright Influence Mastery Inc. 29

30 Module Two master the simple things I went over in this video module, everything else is going to be a lot easier. I'll see you in the next module. ### Copyright Influence Mastery Inc. 30

31 Module Three Welcome to Module Three. In this module we're going to find the particular niche or space where you want to cultivate your expertise and guru status. Now, traditional marketing 101 tells us that you never create a product first and then try to find a market. Instead, you find a market and then you create a product to fill a need for that market. And the reason why it's a big mistake most of the time to create a product and then go find a market is not because the market doesn't exist. It's because the market probably does exist and is oversaturated. I've seen this far too many times, especially with people that are in specialties like fitness. I'll have somebody come to me with the greatest weight-loss product in the world and then realize they went into the biggest market in the world. They can't rise above the noise. The people that are rising above the noise have been around for a long time, are already generating a lot of much money, and can afford to invest that money in large amounts of advertising to beat them. What we're going to do is solve this problem using a simple strategy. Now, as I said, traditional marketing 101 tells us that you find a market and then create a product. That's usually true when you're creating products that are not tied directly to you. This training is all about you becoming a guru or an expert. And as I told you in an earlier module, when you pick an area, it's best to pick something that you're absolutely passionate about. Copyright Influence Mastery Inc. 31

32 Module Three I don't want you to relinquish something you want because you think there isn't a market for it. I want you to first pick something that you're absolutely passionate about or that you're passionate about learning more about. As I told you before, it's that passion that's going to carry you through and give you the perseverance you need to do the things you don't want to do on the days that you don't want to do them. So, you have to pick something that you're passionate about. At the same time, you want to pick a topic that is a subtopic of something else, and I'll get to that in a second. The first thing I want you to do is follow these five rules: 1. I want you to pick something that you are truly fascinated about and love learning about. 2. I want you to pick something that you already do or are already familiar with. 3. It has to be something that you want to learn. As I said before, it's something that you want to learn more about. 4. Think about something that you've already been through. Something in this particular space that we're talking about that you've been through where you've overcome a challenge of some sort. 5. Think about something that you are willing to live, speak, and breathe for at least the next five years. The reason I say that is because a true expert or a true guru is really dedicated to their craft and they're known for being an expert in that one particular field. So, you've got to be ready to dedicate your time and your effort to this. Copyright Influence Mastery Inc. 32

33 Module Three This is why I say it is smart to identify a market before you create a product. At the same time, you don't want to go into a market just because you think it's a good market and start to put yourself in a position where you're creating products and services that you really don't care about. Your ability to be successful and sell products, services, and information, and be perceived as a guru, is only as good as your desire to want to do those things. Eventually you're going to get tired of talking about things you're really not interested in, so you've got to pick something that fits within the five criteria that I just mentioned to you. The next thing you want to do is start thinking about your audience. You want to create a customer avatar. This is basically like a walking, talking version of what your ideal customer looks like, thinks like, dresses like, and feels like. And as you begin to research your market and research yourself, it will be easier for you to identify this person. It's important that once you identify what area or niche you want to target (and think it's too general) that you target a sub niche within that group. I gave you the example before about weight loss or fitness and how it's the most saturated market in the world. Rather than going out and creating a product that shows anyone and everyone how to lose weight, maybe it's a product for baby boomers. Maybe it's a product for moms. Maybe it's a product for business people. Maybe it's a product for students. Maybe it's a product for people that are short on time. Copyright Influence Mastery Inc. 33

34 Module Three You identify a subgroup within the main group of people that you want to influence. That enables you to stick with the topic that you really care about without going into a market that's oversaturated. Once you establish your credibility, your expertise, and your guruism in that particular space; then you can move on to other things. But you've first got to solidify your position in that particular space. For example, I tell people all the time that the stuff that I talk about in my training programs and in the information that I pass on to other people is not rocket science. This is not information that you can't necessarily find anywhere. It's information that's actually easy to find if you sit and read through psychology journals all day long. What I do is take all the legwork out of it and, more importantly, I deliver information for people that is practical. Rather than taking a bunch of jargon out of a psychology journal and rattling off some case study, or talking about a bunch of stuff you can't apply in real life, I take the stuff that I find to be the most effective and package it in a way that you can use. What I give you is what I call a street-smart approach to the traditional psychology of compliance gaining. I give you stuff I've tested and found works in a real-life situation. That's how I target my micro niche of people. That's how I stay out of the huge market of self-development, self- Copyright Influence Mastery Inc. 34

35 Module Three improvement, personal development, and influence and persuasion, and narrow it down a little bit more into a subgroup. As I told you before, your two main responsibilities are to relate and create. In terms of relationships, you really want to start thinking about other people's problems. What are the problems of the people in your group or in your space? What are the problems that they can't solve or that they don't have the time to solve? Those are the two biggest things. In my space, I don't really solve problems that people can't solve. I solve problems that people either don't have the time to solve or don't want to invest the time to solve. Again, the stuff that I teach people they could find if they sat and researched and read journals all day long, but nobody really wants to do that, so I have a research team that helps me do that. I solve the problems that people don't have the time to solve, so I want you to start thinking about what problems you have run into in this space or in this niche. What challenges have you run into and how did you overcome them? Have you stumbled upon any blueprints, any systems, or any shortcuts that will save people time in solving their problems and in overcoming their challenges? Now, the truth is you may have already done this subconsciously. In your life, you probably have been in a Copyright Influence Mastery Inc. 35

36 Module Three situation where you were forced to become good at something and you probably aren't even aware of all the different challenges and hurdles you may or may not have overcome. The easiest way to identify them is to think about this. Ask yourself these questions. What is the biggest goal that you want to achieve this year? What would double your success this year? Now success can mean anything. It's however you define it. It could be money. It could be relationships. It could be perfect health. Whatever success might be, what would it take to double your success this year? The next thing I want you to ask is what frustrates you the most in terms of achieving these goals? What is it that really frustrates you to the point that you almost break down when you ask yourself that question? What have you tried in the past? What has worked and what hasn't worked? I want you to apply all those questions to the specific actions that you've taken as they relate to the niche you're going into. They're going to enable you to identify the steps that you've taken along the way and the codes you've cracked towards achieving success and overcoming problems that other people are probably going through right now the people that are willing to pay you to help solve those problems for them. Once you start to figure out what you want your expertise to be, the next piece of the puzzle is to develop your story. Copyright Influence Mastery Inc. 36

37 Module Three People think that the average person relates more to success than they do struggle. In reality, the opposite is true. People relate more to struggle than they do to success. That's what makes movies so great. When you see a movie about an underdog that rises to the occasion and eventually is victorious, it always makes for a better movie. I want you to start thinking about a story a story about who you are, what you've been through, and how it relates to the success you've achieved in this specific area of your life. I want you to think about what you've overcome in your life. And this is especially true if you're this far into the module and you still haven't decided what you want to become an expert in. Think about what you've been through in your life that you've overcome even if it's the littlest thing like how to change your child's eating habits, which might seem insignificant to you. I also want you think about what you've learned in the process of overcoming these things. What processes have you used? What shortcuts have you figured out? Then I want you to start creating a solution to these problems a systematic way to create a solution that you'll then tie into your story. Your story should begin with some level of struggle. You needed to solve a problem. You figured out the solution to that problem. Now you're assembling a solution in a systematic way that you can claim as your own. That's what's going to be your unique selling proposition. It's Copyright Influence Mastery Inc. 37