Introduction to Expert Positioning

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2 Introduction to Expert Positioning Times have dramatically changed. Old-fashioned marketing doesn t work anymore. Advertising is almost worth forgetting, except social media advertising for the most part. But with Expert Positioning you won t have to chase down new customers, trying to sell your services. When you re an expert, you don t need a hard sell - because you are already positioned at the top of your market. When you are positioned this way it makes the sales process seamless. The solution that Expert Positioning offers is to do something different in a way that s never been done before. It s the way to stand out, get noticed and gain more high paying clients. In this book, I m going to reveal to you exactly how to put together the expert positioning model of marketing so that you can gain more business and turn your business around to make a lot more money. You may even be growing a new business, and you might not even know the direction you re going just yet. But don t worry. I m going to

3 help you through some the details of positioning your business as an expert step- by-step. I m pulling back the curtains to reveal my secrets and strategies to position your business to a higher level of success. The timing to launch yourself as an expert has never been better than it is right now. The internet, social media, video marketing, and print on demand have made it easier than ever before to launch yourself as an expert. There is still plenty of room online for you to dominate your marketplace... and I m going to show you the way. For years many so-called experts have tried to launch into this business and have failed. Many failed due to lack of knowledge of how penetrate and dominate their competition, while others launched with poor marketing plans that didn t allow them to stand out. Even more failed due to a lack of direction and unfocused goals.

4 It s one thing to have the passion, skill, or talent to inspire others, yet inspiration alone won t pay the bills. Growing a lucrative career as an expert takes a well thought-out business plan and a step-by-step blueprint to follow. You are about to discover that exact blueprint to position yourself or re- position yourself as the top go-to authority in your niche market. Take this book seriously because I m going to give you the tools to quickly move miles past your competition by using my proven expert model. It s not a secret that I ve been teaching my expert model and developing highly paid authorities for years, but only to those clients who have paid me top dollar for my personalized mentoring. Now it s time for me to reveal those same strategies that took me years to perfect... with you.

5 You are about to uncover the actual system I ve used to develop highly successful experts in dozens of different niche markets. You can position yourself as an expert in ANY industry. You are about to discover how you can jump onboard now to leave your impact on the world and create a lucrative career as a highly paid expert at the same time. Get ready to step up to a much bigger game in business and in life!

6 Chapter 1 7 Deadly Mistakes to Avoid Sadly, I often see small business owners and entrepreneurs making the same deadly mistakes that kill their income and their profits. Most fail to position their business from the beginning and are stuck trying to compete and gain quality clients because they have not reinvented their marketing. Below are the top 7 mistakes you must avoid when positioning your business for expert success. Deadly Mistake #1: Not Picking a Path and Sticking to It. Experts position themselves in only one main area. They focus on what clearly defines their business using benefit and result-driven marketing. For example: Early on in my speaking career I moved from strictly a marketing expert to writing a book and speaking on sales as well. This did get me a bit more business at first, but it weaken my brand

7 and marketing direction dramatically. What I quickly realized is that I could not be an expert on both marketing and sales. I had to pick a path and get my business back on track. That path had to go deeper within my marketing expertise as well. I needed to find a specific niche within a niche - very specific on what I was to be known for. Even the way you do your business much be niched. For example: You can t be a coach and a consultant; these are two different ways of doing business. You can t be a personal life coach and be a business coach too. You must pick a path and go deeper within that path. This is really critical, and one of the first steps of the Expert Positioning model of marketing. This positioning is what will set you apart from your competition. It s what I call Swimming in that Sea of Sameness.

8 Deadly Mistake #2: Chasing prospects that are not in your ideal target market. You must focus on and target your most ideal clients, otherwise you keep chasing down prospects who are not the perfect fit for your business. What you ll find is that many of those prospects can t afford your services and/or don t really value your expertise. These prospects are harder to work with and will also demand even more than a targeted prospect who understands your value. If you don t target your most high quality, high-paying clients, you re going to struggle to get ahead. You ll be just chasing the next client over and over again just to get business. But that s not good business because you re going to get the wrong kind of clients. Focus on going after your most ideal top 20% of prospects. This is easier to do when you expert marketing model is clearly in place because those ideal 20% will find you.

9 When your business is positioned effectively it will be much easier to sell those high level clients as well. Your marketing will be working for you making the sales process shorter and easier. Once you have your expert positioning model in place it will also be easier to grow your database and social media following. The right prospects will understand and relate to your marketing messages at first glance. If you don t position yourself effectively to begin with, it s going to be harder to align yourself with those prospects. That s why every word and every bit of your marketing has to be aligned with what your ideal client is looking for. When it s not aligned properly it s like building a house and forgetting to secure the walls that hold it up. Your brand foundation must be solid or you ll have foundation problems with your business and the opportunities will fall away.

10 The scary thing about opportunities slipping away is that you don t know they are happening - except for the fact that you see profits and income falling away. If you can t easily explain what you do, you re also going to struggle to find an audience interested in hearing from you, let alone buying from you. That s going to be a problem discovering your unique selling position that we ll talk about later in this book. If you ever hear these statements below coming out of your mouth - I guaranteed that your business is NOT aligned properly. I m broke! I don t have enough clients to make the kind of money I want! Prospects tell me they can t afford my services! If this is happening in your business now - you are NOT financially free. Successful experts are highly paid and are able to say Yes or No to clients who are not an ideal fit for their business.

11 Imagine being able to pick and choose your most ideal clients who really value the expertise, advise and wisdom you offer. Imagine making enough income that you never worry about money. Because money and opportunities flow to you quickly because of the way your expert positioning marketing is aligned. If you don t have the clients that love you and value you, you ve got a marketing problem. And that s why you ve decided to learn a new way of marketing your business - and that is - Expert Positioning. Deadly Mistake #3: Not using education-based marketing to build quality relationships as an expert. Trying to sell or push sales too quickly on your website doesn t work any longer. Today, you must build the model of education-based marketing to develop relationships with your prospects first. High pressure, in-your-face selling is dead!

12 You must build these relationships first. As an expert you give a lot of value. You want people to say, I m blown away by how much information you share, you are so giving. You re so generous. I ve got to work with you. I really trust you. Giving value builds trust, and trust = Sales! You re building that loyalty factor here. You re building that trust. High level expert offer a minimum of seven hours of free information online. That includes everything from video, audio, blogs, downloads, and articles. All free content generously sharing their expertise. This allows a prospect to research you online and get a feel for how you do business and what you are all about before they invest with you. You want to give great value even before you ask for the sale.

13 Deadly Mistake #4: Believing that getting tons of media exposure is going to equal big money returns. Pick and choose your time wisely because everything you do in your marketing should either; help to educate your prospect, or move you one step closer to the next sale. For example: When I did radio shows for my book launch of The Highly Paid Expert. My publisher had me booked for three full months of shows. I had a ton of publicity during that time. But let me tell you, I don t believe that much work actually monetized. Sure, it sold more books and some of those books got me clients. But I wonder how many more clients I could have received focusing all those hours on marketing to get clients on my own instead of doing radio shows. Take a look at my website you ll see all those media credentials and all the amazing media exposure I ve received. These are great to have, but I don t believe actually helped to greatly

14 monetized my business for all the effort I put out. Yet, an ounce of the effort I put out there myself, marketing and positioning myself as an expert and dominating different domains and setting up keyword-rich videos for SEO got me fast returns. Now, I m not saying it s not important to get media exposure. Because experts need this exposure and credibility, but what I am saying is you don t need to pay for it or even look for it. The media is looking for experts all the time. When you business is aligned with the Expert Positioning model - they will find you. And you ll be able to pick and choose - saying Yes or No to those that you believe will give you the best return of your time. I don t suggest you hire a PR rep to get you media exposure. I had two PR agents for my book The Highly Paid Expert that my publisher paid for for three full months. And again it sold books - but not much more.

15 The only radio show that really monetized for me was when I launched my book Confessions of Shameless Self Promoters. It was an interview with shock jock, Howard Stern. That interview took less than five minutes and instantly made my book an online bestseller on Amazon. This took more courage that work. The opportunity for this interview came from a small advertisement I had placed in a media publication called Radio TV Interview Report. That media hit was kind of a fluke for me. After hundreds of radio shows - this one showed me real results. Sure, being on Shock Jock, Howard Stern s show makes for a good story, but it still didn t monetize for me but it did make my book a bestseller. This helped my publisher to profit but gave me exposure by getting my name and expertise out there. But now, it s at least a fun story to share with my audiences.

16 But again, I really can tell you that in the 20-some years of all the PR that I have had, it has monetized nowhere near the Expert Positioning strategies that I m going to be sharing with you in this book. Don t let your ego get in the way of common marketing sense. When you re an expert, the media will find you. I never really made it a priority to get media exposure. For the most part, they found me. My aspiring media goals where always to be featured in Entrepreneur Magazine and USA Today. Because I ve been an entrepreneur since I was 19-years old this felt good to achieve this media status. But again - nothing was monetized from these two big media hits. Both of these media outlets found me. Even my NY book agent found me online from a Google search. When you re Googlable (easily found on page one of Google) you ll have lots of media opportunities finding you.

17 Deadly Mistake #5: Throwing away thousands of dollars on marketing that doesn t work. Now I understand that you don t want to just throw away your money trying new things hoping that something will work. I see this happen way too often. Business owners and entrepreneurs who are not good at marketing tend to throw away too much money trying to find something that works - something that will stick and turn their business around. Non-strategic marketing that doesn t fit you goals will kill your profits. Stop chasing the next big online marketing strategy or implementing only part of a marketing strategy. You won t see real lasting results unless you follow a proven model, blueprint or step-by-step action plan. Throwing away thousands of dollars trying to make something work will not only kill your profits - it will kill your confidence too. If you

18 want real results invest in a program that s proven to work for your type of business. Another area that can kill your profits is marketing the wrong type of business. You may just be starting your business and have a profit you wish to monetize. But it may not be the best direction for you to take your business. Before firmly planting your expert marketing model in the ground, make sure that your business model can be easily monetized. Can you find prospects who are willing to pay you big money for your advice? If making money is your main goal in business, your expertise must be something others are willing to pay big money for. Otherwise you ll send a lot of marketing dollars trying to get ahead with a target market who can t afford you or are unwilling to pay for.

19 Deadly Mistake #6: Not being coachable. If you are not open to being coached or are stuck in doubt or fear of making changes - the Expert Positioning model or any other model of marketing is not going to work for you. You must be open and coachable to change, grow and prosper! For example, spending time trying to figure it out on your own or thinking you know it all will kills your profits and stop your growth. Being coachable doesn t necessarily mean that you use feedback well. Nor does it make you better an giving feedback as an expert. In fact, the opposite may happen. People may practice ways of taking feedback that help them avoid making changes. Listening to feedback does not mean you actually hear it, and hearing it does not mean you actually apply it to get better. Ultimately, how well you hear and apply feedback determines whether or not you are coachable.

20 Being open and coachable is the willingness to be corrected and to ACT on that correction. When you are coachable, you are prepared to be wrong. You can withstand a high degree of open feedback without taking it personally. Coachable, according to Forbes, means displaying three main distinct traits including: Willingness to Surrender Control... Yikes! This one s a biggie! Unwillingness to surrender control is the single biggest reason that most authentic change is precipitated by a crisis. Humility... Coachable people understand that the important things they need to learn require fundamental changes in their behavior and outlook. Faith in the Process... coachable people understand that the benefits of change are often only obvious after the change has occurred... usually things get worse before they get better.!14

21 People who are not coachable, almost always reach a plateau in their development (often quite quickly, especially in difficult circumstances). No matter how many times they keep doing an activity. They simply stop getting better, despite numerous repetitions. One of the keys to avoid reaching a plateau in growth, (or to being coachable), is keep doing the same things - as if you are on autopilot. Being coachable is an important skill to develop... especially for an expert. Below are a few ways to get started: When you make a mistake in an activity, start over. Go back to the beginning and do it the right way. That s why it s so important to follow a blueprint or step-by-step model that s already proven to work. When you receive feedback, keep the feedback first and foremost in your head on your next action step. Be determined to correct the detail(s) you were just provided.

22 Do not debate or rationalize feedback; simply implement quality feedback. It is amazing how much better you can become if you simply apply feedback before you rationalize why it doesn t apply to you or your situation, and before debating it. Remember that struggle, change and challenge is the only thing that ultimately builds success. Moments of intense struggle or when obstacles are placed in front of you are when learning happens fastest. Deadly Mistake #7: Have no direction or are going in the wrong direction. You ve got to stay focused, because when you re unfocused it s like what I call The Squirrel. Those squirrels (or bright shinny objects) keep getting in the way, getting you off track and keep you going spinning your wheels going in too many directions. Focus is the key to getting rid of the Squirrels!

23 Any business mentor that I ve worked with, and any successful entrepreneur, will tell you that focus is absolutely critical. So we re going to focus on picking a path and then building or rebuilding your foundation first. It might take you a couple of paths before you find the perfect one for you to follow. For example: It took me a while to figure out my own path when I was first reinventing my business. One thing is know for sure is - I love marketing and I love helping others grow their businesses. It s exciting and it comes easy for me since I have an innate sense to find the right direction my clients should take to find the right clients and easily monetizing their business because I ve done it myself for over three decades. Find what you love doing, stay focused and monetize from it!

24 Chapter 2 Dominate Your Niche Market Online Now, I m going to be taking you through exactly how to begin your online domination of your expertise so you can position yourself as that go-to expert in a Google search. While on Google you ll want to look for keywords phrases that best describe your business and expertise. You'll want to find keyword rich domains - anything that directly relates to your business name and expertise. Gather as many domains as you can that are the perfect fit. You must have the right domains in place to dominate in your niche market. And it must be very clear from a keyword rich phrase to what your ideal target market is searching for. You want to find available.coms that fit your market. The more you have, the more you can dominate when launching or relaunching online. In the last chapter we talked about the importance of building a strong brand foundation. Now we are going to take that a bit deeper.

25 From your brand foundation we then go online and gobble up some of those keyword rich domains. Think about where you want to take your business long term when buying domains. For example: If you plan to create a workshop around your expertise or create a product around your brand and/or expertise, you ll want to buy those domains in advance. Such as YourBrand.comWorkshop.com or YourBrandSystem.com. Think about your expert business long-term. Where do you want to be in 1-3 years? How do you want to develop your entire business model? The more clarity you have when searching online - the better results and opportunities you will find. You ll be surprised what keyword-rich domains still exist and available to you.

26 While doing some online research for the perfect domains keep these key strategies in mind. Brainstorm as you search for domains. Go deeper with your thinking. Often you are so close to your own business that you may miss the mark on what people are searching for when looking for an expert like yourself. Consider what problems or solutions you offer your prospects. Look for keywords or keyword phrases that solve problems or offer solutions. What skills, talents, and wisdom can you best share with others? Really define this so people can find you online when they do a search. Spend quality time researching your competition. Spend time on their websites, Blogs and landing pages. Make note of what stands out to you and how your competition is serving their market. When you know this - you ll also know how to go one better. This is critical because now you re looking at how to best positioning your business.

27 You re not just competing; you re positioning yourself as the go-to expert at the top of your game. Your goal is to capture the attention of the top 20% of prospects searching online. Consider how you would like to position your business for growth and expansion. Having specific goals are critical to your online success. You want to know this in advance so that you can find domains that fulfill growth and multiple streams of income. Once you get clear on your expertise, the benefits and the outcomes you bring to your clients, you ll also discover the perfect domains that will help you dominate your market. The best way to dominate your market is to think final outcomes in the form of benefits you bring to others. Another thing you ll want to discover while searching on Google and other search engines is the number of people searching on a keyword rich phrase that best describes your business and what you do.

28 Play around and do some research. A lot of times people build a website, build their business out and everything, yet they don t spend the time online to see who else is out there. And that s one of the first strategies you should consider. You should know everyone that you might be competing with online. Don t think general - go deeper and more expansive. Think of what you do as a niche within a niche. Go deeper and deeper into what you offer as the expert to better define what your target market is looking for. For example, when became a marketing expert I defined myself (simply) as a marketing expert who spoke and consulted small businesses professionally. That s okay, but it s too broad of a market and not clearly defined as a go-to expert. Working on this in more detail I rebranded as an international business & brand strategist. Now that s what I do so it made sense to me, but I had to dig even

29 deeper to discover my speciality niche within a niche to stand out in my market. Then it finally came to me after my clients kept telling me Your the Expert of Experts! This stuck with me and I then started to redefine my business expert and personal brand as The Expert of Experts. What I do is, teach small business owners and entrepreneurs how to effectively position and market themselves as go-to experts or authorities in what they do. This new refinement allowed me to dramatically dominate my market and helped me to triple my income in the first year of reinvention. Redefining and refining your business is critical to hit the mark and dominate online. If you feel you already have a great website and it s working for you, you still need to take the next step with adding some keyword rich domains that will point to your existing site.

30 With so many websites online, why are so few monetizing? Did you know that 99.5% of people searching on Google don t go past the first page? Viewers don t spend time going to page on Google. So your goal is to get listed on that first page of Google with a keyword rich.com. If you can t get the.com, you need to keep searching, because the.com is critical. After all... It is a. com world! There are very few exceptions to this since it s known all over the world. Domains are inexpensive. So if you can get anything around your expertise you should lock it in. Don t buy a lot of.coms until you are very clear on the direction you know will work so that you don t waste your money.

31 Chapter 3 Position Your Website for Success Let s begin with the basics. Below are 7 steps to developing or recreating your brand foundation. These are critical first steps to take to position on your business before you take it online. Step #1: Develop and finalize your logo in multiple formats. Make sure your logo fits your new or reinvented business name and that it can be easily duplicated in many formats. Step #2: Finalize your USP (unique selling position). This should be a 5-15 word statement that best describes the uniqueness of you business, what benefits you offer, and the position you take that different from your competition. It s not easy to come up with this phrase but once you gain clarity on it be sure to position it on all your marketing and branding platforms. Step #3: Finalize your free offer. This might be a free guidebook, audio, on video training that gets viewers of your website to sign up.

32 People are no longer just signing up for a newsletter - they are looking for instant value before they offer you their address. So, make it a great free offer that viewers can t resist. Step #4: Develop an updated, professional signature with a call to action to go to your website to grab the free offer. This will not only improve your marketing, it will give people a reason to go to your website. Step #5: Create your new expert positioning business card. Your card needs to show your unique selling position at the top and have the strong call to action to go to your website for your free offer as well. The main goal of your business card should be to move prospects to your website. Step #6: Set up an management account to house and organize your lists. You ll also need an auto-responder program that allows you to post blanket s that are timed to go out to

33 your following. This will allow you to always stay in touch with your database. Step #7: Customize your social media sites to match your online brand. Note that many social media sites allow you to add a banner. Those banners must be created in different sizes to work. Customizing your social media sites will allow your brand and USP marketing message to be consistent all the way to your website. Consistence of your online position is critical. Your main goal in social media marketing is to direct them back to your website. Building a Well Positioned Website Once your brand foundation is complete, you then begin to build or rebuild your website. Website costs can range anywhere from $1,000 to $10,000 and up. The goal of your website is to effective and easily grab the viewers attention, get them to sign up with you and eventually buy from you. That s why your every word of your web

34 copy and how it navigates is critical to your online success. I ve seen clients spent as much as $10,000 for a website that never monetized. That s painful! Especially when we end up reworking their web copy and marketing completely to redirect and reposition them more effectively. You don t want to be throwing away money on a website that s actually costing you more in lost opportunity and income. And to do that you don t necessarily have to pay a ton of money on a website. But, you must get every word of that website right - it must be completely targeted to attract your most idea prospects. Your website doesn t even need to be extensive to make money. It can even be a basic 5-7 page WordPress site that s simple and easy to navigate. Get Mobile! Another key point would be to have a mobile-enabled site. It s critical that you have a mobile-enabled site. Be sure to make your site easily

35 formatted from the very beginning so that it can be mobile ready once you launch or relaunch. Google will not recognize your site for SEO unless you are mobile-friendly. Therefore, making your site mobile-enabled is critical today. Many of your prospects are going to be looking for you on either a mobile phone or an ipad device, and this is just growing by staggering numbers. People are searching for YOU on mobile devices. As we know, computers are getting smaller, and phones are getting bigger. We have mobile devices with us all the time. If we want to research anything, we just do a Google search or look for something on YouTube. Anything is available to research at our fingertips today. The majority of websites have a lot of marketing and navigation challenges from the very beginning. And, of course, the majority have not even positioned themselves as an expert. And the critical piece is

36 they don t have good written copy that sells prospects on what they offer and what sets them apart as an expert. So what happens is everything starts falling through the cracks; opportunities start falling away. The scary thing is that you don t know it s happening because viewers simply click away. Your website is the most powerful marketing tool you can own. Your website sets the tone for all of your online business and the opportunities that lie ahead of you. You just can t throw something together online and think, I ve got a website. You want your website to be positioned effectively before you launch it or relaunch it. Every word, every image, every video must be 100% on target to attract that top 20% of your market. Every word on your website has got to be crafted to best set you apart as the go-to expert of choice. And it must also be positioned to educate viewers. Then because you educate them as an expert so

37 well, they want to end up doing business with you and... buying from you. Online, you have a matter of seconds to grab somebody s attention. If you don t grab them within a few seconds, they are out of there and move onto another website. There is no loyalty there. You need to create clarity and authority on what you re offering right away on your home page. You may have no idea how many prospects are lost or how much income is slipping away from you. So why do people actually create their own websites and not invest in that business; I mean, it s a business! Not only are you creating a business, you re creating an expert business. So it s got to be spot on! You cannot afford to have mistakes here, because it s not costing you money to invest in it; it s actually costing you so much more in lost income. The investment in your website is so minimal compared to the value it can bring you in return. When you set it up the right way - you gain

38 the exact type of clients you want. This is why having effective marketing copy that grabs their attention is critical to keep them on your site. If you aren t a marketing expert or good at writing copy - find someone who is. This is not a step you can miss taking. Creating a website requires a team. That s you, your webmaster and your marketing expert working with your copy together will directly position you to target your ideal clients. A webmaster may know how to make a site look good and work effectively, but the mass majority of them are NOT masters at marketing. They don t know how to write good marketing copy - guaranteed! Because if they where really good at writing copy, they would be making more money building their own expert websites. The copy on your website is only going to be as good as the information you give to your webmaster. They simply throw it up there along with some graphics and navigation. It might look nice,

39 but that doesn t mean it works. It your website is not getting you more clients who are buying from you - it s simply not working! Does your current website position you at your absolute best? Does your website showcase the benefits of what you offer and make you unique to that one prospect who is reading your site word by word? Setting Up Your Website for Success When you write copy for your website - write as if you are speaking to just one person - one viewer. Your words should reach into their head and their heart and speak to fulfill their wants and needs. You want them to say, I found my person, my expert, they re speaking directly to me. A lot of business owners don t redo their website once they ve thrown it up or worse they wait to long to get it completed because they don t know where to start. That cost them every day they don t have

40 it done right. It s sad to say they don t know just how much it s costing them. Because if they did - it would scare the heck out of them. Good web copy is critically important! A good way to begin writing copy is to answer the following questions. This will help you get clearer on your most ideal client. The home page is the most important to hit your target market and positing yourself effectively. Remember, it is NOT about you. You don t talk about you. You re going to talk about what your prospects are looking for, what matters here is how to connect to them. Questions to help position your website copy for success Who is your most ideal client? Speak directly to them, one person at a time.

41 What statistic or ongoing challenges do those people have? Once you address this question, state why you can get them results and how you re going to get them results. For example, It might be some startling statistic on why leaders aren t getting results and employees are leaving their organizations. Talk about and how much that crazy statistic is costing companies. What promise do you offer them to help transform their business or their life? Make a list of bullet points that cover the benefits you offer that take away their problem. Then give the solution. Writing good copy is one of the most powerful marketing skills you can have. The thing about the copy is it helps you build credibility and trust. It showcases the benefits of working with you, it makes you stand out from your competition - it positions you for more sales and opportunities.

42 To get you started out with copy basics, there are some books to get you started. The Copywriter s Handbook: A Step by Step Guide to Writing Copy That Sells by Robert Bly and Words That Sell by Richard Bayan are both good books to give you a jumpstart and get you a little bit better at writing copy for yourself. Chapter 4 Position Yourself as an Educator Who Sells No matter how you present it (on stage, Tele-Class, Webinar, etc), it s still YOU speaking to an audience. Experts must be good at speaking to share their information effectively. Speaking is one of the most powerful skills you could possibly possess once you learn it. And the skill of educating-to-sell is even more powerful and lucrative! Experts MUST be open to learning this

43 skill - whether you go on a stage or your stage is an online format. It s still speaking and you still need to sell. This skill allows some experts to make 6-7figure income hosting tele-seminars or webinars without even leaving their home or office. But of course, they learned this exact skill using a system and putting together as a PowerPoint with a closing offer and they are pros at it. Now, I'm going to give you an overview of this system so that you understand the concept. When I learned this system I actually paid some one to coach me and teach me the system for $25,000. That may seem like a lot of money but the results gave me years of massive income. Once learning it, I instantly went out and monetized it very, very quickly getting back the return on my investment. This became a game changer for my income. At first, I was trying to learn it on my own because I saw a lot of speakers selling. I had seen them sell for years, they were all at my events on my own stages, and I kept watching the process over and

44 over. I thought, I ve got it now. But I never really GOT IT until someone personally trained me step-by-step how to exactly develop the system to the close. A lot of other speakers are teaching people how to sell from stage, but you really need someone to walk you through the system, and show you exactly how to do it for yourself, otherwise it's pretty hard to learn on your own because it s a system and every step counts. But when you get the system down and practice it, it's a very powerful skill you own for life. The main goal of any presentation is to either get paid to speak (not what we are talking about here), or to waive your speaking fee for the opportunity to make an offer. When a lot of my clients start out, they are not professional speakers. Only a handful of them are professional speakers. They are getting paid to speak and then want to learn this skill because there are also

45 opportunities where they want to go in and waive their fee for an opportunity to promote or sell something. It is going to be a massive game changer when you discover this. But first, before we get into some lessons, I m going to try and tell you a little bit about how this all started for me. When the U.S. economy really took a big dive and we were scrambling to turn our businesses around, we felt that it was going to affect us in many ways for a long time. The real estate market fell out, the stock market fell out and even the speaking business fell out. Nearly 50% of the speaking opportunities in the United States where cut. And that s when the paid speaking opportunities dried up for professional speakers as well. At that time, I had already been a paid professional speaker for a number of years, I was pretty much full time paid speaking going from one engagement to the next. This is what I call, The Talking Head.

46 I'm so glad that this financial tragedy happened because it really shifted things for me. It made me look at another way of doing business. It also gave me an opportunity to make a lot more money by educating to sell. When you can go from making six figures a year to making six figures in one day, it s pretty amazing. This shift allowed me to go from making $8,500 for a paid keynote presentation to waiving my fee and selling $130,000 from stage in the same amount of time. So as you can see, this is an amazing skill to know! You may not aspire to be on a stage. That's totally fine. Your stage could be you just sitting in your office at home in your PJs talking to people on the phone. You can do it on a Tele-seminar or webinar to educate and sell as well. The system for these are just slightly different but they can all be highly monetized.

47 So before we get into some of the educate-to-sell training, I want to ask you some questions about selling and how you think about selling. If you don t like the word SELL don t worry, because the whole idea is to take the sales process out of there and make it easy for you. Educate-to-sell takes the sales process out because it's about giving: giving great content and educating, and then making an offer to help people with more. Don't think about this as selling. That s why having a system that helps you with the offer is so critical. That s what you need to make it all work for you. Learn to become authentic with your closing offer so that it doesn't feel sales-y - pushy or intrusive. This allows you to come from a place of service! It actually feels very exciting to me that I make an offer to my audience. I think about it as a way to be able to help them more. Therefore, when I go into my closing offer after I ve been educating, the sales mode is seamless.

48 I don't call it a sales pitch, I call it an opportunity to give service. And if you're not comfortable even with going into sales mode, ask if it's okay if you present the opportunity so that you feel more comfortable (especially to a live audience). When I go into sales or offer mode, I imagine how excited I am about making a difference in somebody's life. I really go to my heart place and that is what helps me make more sales. I don't think of it as being pushy or intrusive in any way; I think of it as helping and serving my clients. It takes time for you to build the confidence that comes from your offer, whether it s a product or personal coaching or consulting with you. Whatever it is, you have to already feel the RESULTS that you give to people and go to that heart place of service when you re into the offer or sales mode.

49 So again, a lot of what I'm teaching will give you the idea of setting up the system and the timeline of how to do this. Now I ll tell you how to put the concept all together to educate-to-sell. Ready? Let's go make some sales! Begin by developing your timeline. Your timeline is how long you're going to be speaking. Let's just go with 30 minutes as an example. If you had to do a close in 30 minutes, that would be a really hard thing to do. But let s use this for starters because if you can sell in 30 minutes you can definitely sell even easier with more time. So, if that s all the time you had, you can still do it and make sales. Yes you can! Yet, I personally do not take a speaking engagement if I'm waiving my fee if they have not given me a minimum of 90 minutes, and I prefer 2 hours. That s an hour talk with a break and then another hour including your closing offer.

50 The longer you speak, the higher price point you can sell. So in 30 minutes, you'll just have to sell possibly a $500- $997 program for example, or something like that because you don't have a lot of time to go into explaining it or you haven't given enough time to build trust or provided enough education yet. I always start training my students with a 30 minute presentation with a close because it s easy to add extra time and a longer close to that once they learn it. Here s your 30-minute educate-to-sell formula. Start out by including 5 minutes for opening and a signature story. You can even cut that down if you're not comfortable talking about yourself that long. But again, the only reason we're doing this part is because we're trying build credibility and trust. So it might be a story about how you grew up and learned your expertise and a little bit of your background of how you went through

51 different things to get to where you're at right now. Your seeds could be your credibility. If my offer was to educate-to-sell, then I would seed about how I help people dramatically increase their income by teaching them this skill, that I've been doing it for over 20 years professionally, and for the last 5 years I ve been teaching it as a system to others one-on-one in very small groups at exclusive events. I can say that I've taken people that are carpet cleaners and taught them how to become experts. I've also worked with people that are high level professionals who have been speaking over 30 years and taught them this same skill. So I'm telling them a little bit of a case study, a little bit of a story, but I'm sharing it in a way of a benefit. You want the audience to think, that could be me. That s one example of a seed. Now, you want to have 5 minutes maximum for your opening there, and of course your PowerPoint slides fit into all of this. And why would you use PowerPoint? Because PowerPoint is a strong visual. It s

52 going to keep you on track of your presentation - and even a seasoned speaker will go off track and ramble without it. My PowerPoint slides are like my notes and my timeline. I can watch my timeline and pay attention to that. The worst thing is if you don't have a PowerPoint you don't have good slides for your close, so people can't follow you easily and you also will end up going overtime. And if you go overtime, you've killed your close. The whole idea and goal of your presentation is to sell at the end. And if you rush your close because you run overtime - you ll kill your sales. And remember the goal was to SELL in the first place. Okay so now you have 20 minutes left for tips and solutions. You can seed those tips and add more seeds as well with case studies. Usually in a 30 minute presentation you only have time for about 3 or 4 tips. Those few tips that you are teaching will be added into what your closing offer is all about. Now, you break down each of those 3 tips

53 into teaching points for each one. What I mean is teaching point #1 and then additional teaching points about that one point added with additional slides below that. Maybe there's a case study or a testimonial in there. Then step number 2, training, tips, solutions. And then tip #3 and so on. The goal here is to give them just enough information without telling them the "how". If you tell them the "how" to do it, then they won't buy from you at the end. They don't need you if you tell them everything you know. You're the "how". You're the final solution. You're the product. Then you use one minute for transition, and then you can add a trial close there. Add another seed into that transition. So the trial close could be asking the audience if they're ready to invest. A transition slide is a slide before you go into your offer, where you know that's coming up next. You may want to say something like,

54 We've had a short time to be together today. Do you want to go into this deeper and have the opportunity to be able to work with me or buy the system? This type of conversation works either on a live stage or on a webinar. Now you have about 4-5 minutes left for your closing offer with a 30 minute program. Keep in mind that you ve got almost as much time at the end as you did for the opening. Don t rush it! Overall it s 4-5 minutes opening, 20 minutes in the body, 1 minute for transition to the close and 4-5 minutes in the closing offer. This is your complete 30 minute formula. And when you present for 60 minutes or 90 minutes, you expand upon these. There's exactly how your timeline needs to be laid out so that you know how to and when to sell each time. Okay, remember that when you have more time such as a full day or even over 3 days - you can educate more and sell more high end programs.

55 Remember, you are educating but your main goal is to SELL. If you don't walk away with those dollars in your pocket, it's not going to feel good. So what you need to do is work completely backwards. Yes, completely backwards. What you need to do is to put together your closing offer first. For example, your closing offer is going to be a 2 month coaching program with you - it may include 2-4 calls, unlimited access and also include some kind evaluation or some other bonus. Now you have all the pieces together regarding what your offer is going to include. Next you add up the total value of all the offerings and then come up with the dropdown price (special offer) of what you closing offer is going to be for that event only.

56 Title Your Program to Sell Your offer should be titled the same as your presentation title. When you mix up the offer and the presentation topic - it will kill your sales. Keep your program and presentation titles consistent so your closing offer appears seamless. For example, I used to have a presentation called Empowered Entrepreneur and at the end my closing offer was Wealth Attraction Marketing. It wasn t a fit in the audience s mind, and therefore it didn t sell well. Well, I thought it made sense at the time, but it didn t make sense to the audience when I was closing. This is because I was not talking about marketing a business; I was talking about building wealth and empowerment which is a mindset (not a marketing plan). Even though I had a lot of marketing education in there, it was not the right fit. Yet when I started working backwards from my offer and titled my talk "Wealth Attraction Marketing for Entrepreneurs" and

57 kept the same offer at the end, I started selling much better. The reason was that my closing offer was completely consistent with my title and overall presentation. Whatever your offer is, you have to create the closing offer first, and then work backwards to keep it consistent. Now let s talk about the structure of the close and go through it stepby- step. You ve got the opening which sets the stage. That was 4-5 minutes of the 30 minutes. That includes your story which builds credibility. Now you add the next slide. That's where you add the teaching points with some solutions (without too much of the how). During this you will add seeding to the close. Seeding takes some skill to get good at. Learning how to really seed well eventually becomes more natural. It's simply becomes part of your presentation. I've been doing it for

58 many years - so it now comes naturally to me, yet it took me a while to get really good at it. That s why I love teaching it so much - because when you learn this and practice it you can get good at it too. It s a powerful skill that will allow you to make a ton of money. Next you lead the audience into a transition, I call this your segue to the closing offer. That's really an important PowerPoint slide so that you ease into your offer and so that the audience can ease into it as well. You don t just stop educating and go "BAM" right into a pitch. You need to ease into it as you continue to educate. If you're in front of an audience you could also use a trial close. For example you could say, "How many of you think that learning more about what I have to offer could really make a difference in your business or in your life?" And then you would raise your hand so that they do as well. That s what you call a trial close. And then you move into your closing offer. You start going into the closing offer slide by slide, and then you have the call to action at the

59 end. Your call to action should be to ask them to go to the back of the room and meet you there (if speaking in front of a group). Webinar closing is different! On a webinar you don't have a "back of the room" when you're online, so you send them to your shopping cart - this is called opening your cart. Send them to the link where they can purchase online once you are at the closing part of your presentation. Pricing Your Program Pricing, first of all, comes from your level of confidence. You ve got to be comfortable asking for money. If you don't ask - you don t get! I have some clients that will start with lower priced programs than I believe they should. Yet if they don t feel really confident at that price point, then they ll need to sell it a little bit lower until they feel more comfortable raising the prices. It s better to close at a lower price

60 point when you start out than to not close at all. You need to get some success behind you first and start making sales to build your confidence. Therefore pricing has to come from a number of considerations. The confidence of making the sale and the value that it offers, plus the timeline you have to make the sale during your presentation. You ve got to get comfortable with it first, and get enough time to present and know the true value you offer to your prospects (or audience). I've also had clients who will overprice themselves. What happens here is if you don t have systems in place yet, things may fall through the cracks and you ll have some unhappy buyers. Price accordingly. So go out there and practice it and get good at it. Get some good training and learn how to do this effectively step-by-step the way it best works for you and you ll see your sales begin to soar. Learn more about my Educate to Sell training programs at

61 Chapter 5 Develop High Income Generating Products What s great about product is that it can sit there as a standalone selling on its own, bringing you massive passive income. Developing products is all about communication. It doesn t matter how you package your product - video, Tele-seminar, webinar, articles, Blogs, etc. Any of these can be turned into a product. When I started out in the expert business over 20 years ago, we used all physical products. The first thing most experts did at the time was to write and publish a book. It took me a long time to write my first book and then I had to print 1500 copies because at the time there was no such thing as print-on-demand. It took me 7 years to sell those books out of my garage. Now that s crazy! Today we have print-on-demand books so that you can print a short run at a time as you sell them.

62 And now I m not even suggesting you start with a book at all as your first product. There are other products that you can create faster and make more money from. Writing a book is important for an expert, but it s not always the best place to start if you want to monetize your expert business quickly. Writing your book should happen down the road in your product development when you have developed a clear message and brand to work from. You don t have to be an author to become an expert. Create a Downloadable Product First of all, I suggest you create a downloadable offer first such as a Tele-seminar series, webinar series, video training series, etc. This allows you to create something that can demand a higher price point and monetize easier with less time and cost involved before you write a book. And your downloadable programs can be recorded and easily turned into another product or book. Your audios programs

63 can also be transcribed to create a handout or workbook to add even more value to your product. Packaging a number of Tele-seminars or webinars together along with a workbook is called a product bundle. You would package the recordings, a workbook, etc., and sell it as one large product bundle package. This may become a standalone product sold online. Or you may also want to turn it into a group program by adding a live Q&A to each lesson. This adds even more value since your clients gain personal access to you during the training. You help them walk through the entire program and they gain more personalized feedback. This will increase the value and price point of your offer. For example, my product, Expert Positioning Formula, was created as a standalone product to sell online. It has also been developed into a group program which I launch two or three times per year.

64 Think about what kind of product you want to create and what it is going to look like. How will you be putting that together, creating, developing, and then of course, marketing it one product at a time? A lot of people will get really excited and say, I m going to make this XXX product, but before they have completed the first product offering they have 3 more ideas in the works. That s a problem. You won t get anything done well if you don t complete one product and one launch at a time. Stay focused. You can t be thinking about your product, book or training series before you finish the first one. Focus is the key to moving from idea to completion successfully. Do one thing, get it done and create one great product.

65 What to Ask Yourself When Developing Product. What format are you going to use to create your product? Will it be a tele-seminar, webinar or video series?. What is the big problem or problems that you solve for your target audience?. What will make this product something that prospects will pay hundreds or even thousands of dollars for because you deliver amazing value? The first product that you create is probably not going to generate thousands of dollars, but it can create some good income to get you started on product development. Your product will also offer you an opportunity to fill your marketing funnel and gain loyal followers. Your product alone should give great information and lead your clients to higher-end programs such as your personalized group program, coaching or consulting services. Once your clients learn something from you - they typically want to keep following you to

66 learn more. Therefore, any product you create can also be a great marketing tool for your other services. During my long-term expert career, I ve developed a lot of different products. Many of those products no longer fit my expertise. Therefore, I no longer wish to promote and sell them because it will weaken my brand. For example, I ran with my shameless brand for a long time. It monetized well for a few years, but then I wanted to reinvent and move in another direction because I could no longer grow the Shameless brand where it was. That meant that I needed to move away from my Shameless book series and start creating new products based around a new brand. Often you ll need to get rid of old products and start all over again when you reinvent your brand. If you re putting out all kinds of products that make no sense to your brand, your message and expertise will become disjointed.

67 Once you ve rebranded and refocused on a specific expertise, you want to take all your old product off your website. I have clients that have come to me that have years of experience, and with so many years behind them they have lots of product. Much of their product offers no longer fit their reinvention. You had your time with those products, and they ve served their purpose. Now move on and start fresh. If you have physical products donate them and take the tax write-off - this will serve you better in the long run. Everything you do around your products should always be consistent with your brand. That s how you position your expertise effectively.

68 After all the products I ve created, I ve noted that there are three consistent elements that stand out as the most important things to be aware of. 3 KEY Product Components to Attract Prospects Key #1: You must have a specific outcome and it must be very clear so that people can understand what their results are going to be. Once a client goes through your program or product and they ve learned from your wisdom they will have achieved a specific outcome. It s almost like you ve received a certification for completing a class. In this case, it s new wisdom and/or new skill set that someone may be able to benefit from either in their personal or professional life. It solves a problem because you teach the solutions with your offer or service.

69 It must be simple enough for others to understand your concepts and easy for them to invest with you. Key #2: Develop a step-by-step proven system. It s great to say that you ve created tons of passive income and made big money from products that are out there. But, you ve also got to have systems in place to create great follow up and customer service. You must deliver real value that s not overpriced. There must also be a system in place to teach your program effectively. It could be a system that s teaches a new skill set. You must walk others through the process of how to do something effectively. Create a shortcut to reduce their learning curve. Teach them how to best improve their life or business (or whatever it is you are teaching people to do). Any smart business owner or entrepreneur understands creating systems that are proven to work. You want to teach people how to do

70 what you ve done; you want to find a way to get them to results faster. Develop your own unique system or formula for solving problems and getting people better results in every area of your expertise. Inside your product or service package, you re going to add training lessons and the action steps that people can follow to achieve those deeply desired results that they want. They will then be prepared to invest money with you because they clearly GET what areas your product or service serves. Key #3: Create a hot catchy title that grabs attention and also fits your expert brand. The title is the most important way that people are going to judge your product at first glance. This is really critical. You ve got to get the title right to achieve the outcomes you desire with your sales.

71 Attention-grabbing titles will make your product stand out. People do judge a book by its cover and the same goes for a product title as well. So when you consider writing out your title and/or subtitles, I want you to consider these things: outcome-based or final outcome; immediate results or benefits that clients will achieve by the time they are done with your program. And when you market the product, you talk about these in great detail. This is what you talk about on your website product page, and in front of a group speaking or on a webinar. You DON T talk about how the package includes 6 CDs and 3 videos and a comprehensive workbook that is 500 pages long. Those things don t showcase results. All of it seems like too much work and can be so daunting. You re not just selling products, you are selling the INFORMATION and the RESULTS. This is really important to understand when you communicate this to prospects.

72 Emotional Benefit Rich Copy After you have covered those 3 key components the next thing that s important is to add emotional benefit-rich words that prospects can relate to and easily remember. You want your products to brand your expert business. Therefore everything you do remains consistent. As you are developing and testing your product title, you ll want to think of your product like a book. With a book you want a strong title and subtitle. You want to do the same for your product. Go out and ask potential clients, existing clients or colleagues if the title resonates with them. Watch their reactions and see what people are saying when you give them the title and you start telling them about your product. Is there a question mark on their faces? Do they say, hmm, well, it sounds interesting, but I don t know. Or does it cause you to have to explain it more in a long- winded way as you try to get people to understand what it s all about?

73 In any of these cases, you don t have it yet. You haven t hit the mark yet. You re not there. You ll get a much better idea if you are going in the right direction or not by testing it on others. If prospects and clients come back and say, Wow, that s great, I love it. Or, the best one is, It s hard to believe nobody has ever come up with that idea before. That s when you know you are on to something good. After the initial steps your actual creation of the product is really a simple process. Now that you ve got the idea of how you are going to develop it and market it to prospects, putting the product together is really the easiest next part of it all. You re simply sharing your expertise and you know that well enough. There could be group coaching added to a product or personalized consulting. You would then simply outline the overall plan and agenda for your clients and break down the training modules.

74 By adding your personalization it creates a higher end program. To create a personalized program you may first put first put together a questionnaire for your clients to complete. Maybe you even add a personalized VIP day to that as well. But in the case of a downloadable or physical product, you begin by creating the outline of your overall program. And once you get the main title you create the subtitle and summarize those out into your lessons or modules. For example, when you re holding a tele-class, you simply record the audio. Then you may wish to turn that into another lesson by adding a live Q&A session on the back of that as another class and combine them together. Or you may teach your class and open it up to Q&A at the end. This depends on how you think your audience will best respond to your offer.

75 You don t have to go and buy all kinds of audio equipment to do this. I always teach my clients to do it the easiest possible way - the main goal is to get it done. It doesn t have to be perfect the first time around, but it needs to get done. Perfection is the killer of profitability. - Mark Cuban You ve will improve it as you grow into your expertise. You ll always get better in how you want to do it and develop it. You ll get customer feedback and improve it, making it better and better. But for now, you re just committing to your action plan and getting a product done.

76 Your expertise and process must be transferable to others! Having a great product is important, yet it s not enough to be successful at sales. You ve got to create the product and get it done and then just keep improving it along the way. And one of the biggest lessons that I ve learned is don t wait to get it perfect, just get it done. And as you develop your expertise and develop your skills on developing programs, the lessons, the video, etc., you re just going to get better and better. Therefore your products will get better and better as well. Then you can simply re-launch or repackage the same product or you can redevelop it, all together improving upon it. Experts position themselves with product to duplicate themselves over and over again to a much larger worldwide audience.

77 Chapter 6 Create Multiple Streams of Expert Income When you think of how your expertise brings value to others consider this... Your value has nothing do with YOU; it has EVERYTHING to do with what happens to your client - because of you, your expertise, your knowledge, and your shared experiences. You create changes and outcomes. That s what holds your true value - the changes and the outcomes you create for people as an expert in your chosen field. Now think about how you can bring value to your clients. For example, it might be creating more financial stability or more income for them. Or, it could be to create life-changing experience or to help someone achieve goals. Anyway, you can help to impact their lives, which adds value. You need to create some type of change through your coaching, consulting or training programs. Change also creates value!

78 The ultimate goal of your expert business should be to generate consistent and that s a key word, CONSISTENT income and get highly paid what you re worth. One of the ways to create this is with multiple streams of expert income based around the VALUE you can bring to others. Okay now let s get down to the fun part... Creating Multiple Streams of Income Around Your Expertise. First of all think about what your desired annual income would be. How much would you like to make within the next 12 months. Make this number a stretch, yet realistic, based upon where your business is today. There are many different streams of income that you can create as a expert - the ideas and possibilities are endless. But for now, let s put together your multiple income business plan overview.

79 To do this, take your estimated annual income and break it down by different income streams and percentages of each. Ideas for Your Expert Income Streams > Coaching or Consulting: With these programs there a great deal of personalization; therefore they are your highest priced programs especially for one-on-one coaching or consulting programs. You may also want to offer group programs. In your group there may be 10, 20, 30, 40 or hundreds of people in a group. It s up to you how you would like to develop those groups. Of course your price points would make a difference if there are more people in the group. Often, if you offer smaller, more exclusive groups, the prices are higher than large groups due to the personal access your students have to you. Of course with more personal time there is more value, and therefore, the more you can charge for that program.

80 > Mastermind Programs: You can turn a group coaching program into a mastermind program that s based around one area of expertise for a specific target market. This program must be unique and directly fit your target market as you bring a like-minded supportive group together that everyone can learn from. You would do less coaching at these events and become more of the facilitator of the group. > VIP Days: These may be live or virtual. VIP days are awesome because you can create them easily. It doesn t have to be a big detailed agenda. You don t even have to create a web page for them. You also don t have to spend a lot of time putting these together in much detail. They must have some kind of structure but basically people are paying for your personal extended time one-on-one to pick your brain and create a plan of action. > Retreats: It may be for your existing clients or a new group program that your clients buy into. It could be included in a bigger coaching/

81 consulting package you offer. It could also be another level of training for people who have already gone through your program. > Online Classes: Tele-seminars or webinars these are easy online classes. > Video Training Courses: For example, my client Hollie does video training where she breaks down her videos to minute training sessions. She s great in front of video and comfortable with that module, and it works really well for her. So that s how she s creating her entire program, and she will have a stream of income coming from that. > Product Sales: CDs, DVDs, downloads, etc. This would be what is included in your product bundle and/or sold separately on your product page. Again, you can package these together as a bundle or break these training programs down into individual programs that are for sale online. This way you can create different price points on your product page to see what sells best.

82 > ebook, etc: Other product income streams can come from a workbook, white paper, book, ebook and memberships. > Paid Professional Speaking: This can become a great income stream. To become a paid speaker, you must have professional platform skills and amazing content. > Educate-to-Sell Programs: I love this opportunity because it works for every expert. This allows you to waive your fee for the opportunity to educate to sell your services (as we talked about previously in this program). > Affiliate Income with Joint Venture Partners: These are awesome, like found money. These opportunities will come once you have developed your expertise. People will come to you and seek you out. > Ticket Sales from High End Events: You might offer a retreat at 2K to 5K or more - some type of special retreat with small groups of people. Or it could be an exclusive type of training in smaller groups.

83 > Branded Products: T-shirts, mugs, etc. It s not a big income stream, but some experts have all kinds of goodies in the back of the room they make money from. I don t like too much of that, but I ve seen some people do that, and I know a few professional speakers who make over a million a year from speaking and branded products alone. What expert income streams can you develop for your business? For example, I have developed 10 streams of expert income, all based around the same topic or brand. I wanted to share where my streams are coming from so you have an idea of what to create for yourself. 1. Books. Books are one of the smallest percentages for me since I have a major publisher. These are books coming from my publisher, and it s probably one of the smaller streams. I consider my book more of a great marketing tool vs an income stream for the most part.

84 2. Product Bundles. These include CDs, recordings and workbooks. All of that is put into one big package, not a bunch of little things. One big product bundle. These are marketed through my books, Tele-Classes and live events. 3. Group Mentoring. My personalized group programs are launched 2-3 times per year and are called my Expert Positioning Formula. They include personalized group mentoring with live Q&A with small groups of students. 4. Workshop. My 3-day Highly Paid Expert Workshop is held twice a year. This is my main event that allows me to teach my entire system over a weekend. Learn more about these events at 5. Speaker Sales Training. These are small exclusive group trainings. I take no more than 6 students at a time for these and do 4-5 exclusive training events per year. I keep them small because attendees gain fast results getting more personalized attention. I also host another

85 small group annual event educating my students on how to speak at sell at 6. Experts Business Builder Program. This extended mentoring program allows my clients to continue working with me following their packaged mentoring programs to develop strategic planning and ongoing business growth. This program is for existing clients and application only making it an exclusive inner circle group. 7. Client Retainer Programs and Tailored Proposals. Another income stream comes from client retainer programs. These would be open only to the clients who have worked with you and wish for extended coaching or consulting time beyond your existing program timeline. You may also want to consider a speciality Proposal Program for new clients who would like a more tailored approach to the programs you offer. 8. Affiliate Income. Another stream is JV partner affiliate income. As you develop your expert business, you should also be building quality

86 JV partnerships with other experts who have the same type of target market as yours or one that can benefit from one another. 9. Paid Professional Speaking. Currently I only accept about 10 fullfee paid keynote fees per year. This has really shifted since it used to be my only main stream of income. The number of paid speaking engagements I accept now has to fit into my overall goals and annual income outline. It s good to be able to say YES or NO to only the right opportunities as a highly paid expert. 10. Sales from Multi-Speaker Events. Currently I also present at a few hand-selected multi-speaker events a year with other speakers sharing the stage for sales. I m very selective on these. Usually, those are just on-stage opportunities that are not run like a pitch-fest. And it s a stage I already aspire to be on, because I appreciate the expert or the event and it also is a perfect fit as my target market. Often these are what I call Stage Swaps from business associates where the host allows me to speak on their stage for time on my stage.

87 These are my current 10 streams of expert income Now it s time to create your multiple streams of income. You ll want to be very clear on what the main streams are because that s where your biggest source of income comes from. Next, you want to get create your own multiple streams of income plan. This will help you to see a strong visual of the areas you need to focus on the most to achieve your annual income. And that s really important because you re going to spend too much time doing the wrong things if you don t have a plan. You don t want to spend a lot of time working on the passive things that aren t going to make you as much money. Everybody wants massive passive income streams. But to create passive income, you have to do a lot of other things to get those passive streams happening. Be sure to add the percentage of incomes from each income stream it should equal 100%. You ve gone around the entire circle, maybe 10%

88 here and 3% there, and then you come up to a total of 100%.. The percentages for each stream are always being adjusted to best fit my business model. Do this exercise over and over until you get a clear picture of your multiple income streams. You re putting together a doable business plan here, something than can be achieved within one year. This way you have a plan of where you want to go within that one year. For example, if you say, I want to write a book because I m an expert, that s great; yet it may only generate about 10% of your income. Therefore, it may not be the first place you should focus your energies if this is your first year in the expert business. Maybe you ll want to create another type of product or do more consulting. If so, focus on that first. Wherever you can create more income, put your energies there. Once your income streams are broken down, you see exactly how much income you have to generate from each stream. When

89 considering your percentage breakdown, think about what income and also what efforts you re going to put into each stream as you develop it. Use the graphic guide below to develop your own multiple income streams.

90 Develop a Workable Action Plan Breaking down your income streams and having a goal written down is going to help you easily create a workable action plan that makes sense for you in your expert business. You ll know where to put your energies so you can generate the most income from that wider part of your income funnel. Quick Cash Action Plan Once you have clarity on your biggest income streams you can start to create your quick cash action plan. If you re focused on the largest income stream, you will always ask yourself How can I get that income stream faster? How can I kick up my marketing efforts to move that income stream towards me? For example: You may decide you want to take on more personal coaching or consulting clients, you want to add another stream of

91 income or increase your annual revenues, whatever it is, you just go through this exercise all over again as your business grows. Do the math to visualize your income goals. When you do the math ahead of time and you break it down into percentages you have that action plan, and you won t get stuck wondering why you didn t achieve your goals. Often people wonder why they didn t achieve their goals. It s mostly because they didn t have a vision and a workable plan to begin with. Maybe you ve done that in the past too, only because nobody even told you how to do it before. It s going to be freeing and a confidence builder for you when you know how to master this, and it s going to start making your business grow faster. It s going to start creating real shifts in your business, because you ve actually planned it ahead of time.

92 Your income streams and your goals will change too. But you ll have it all in front of you as a strong visual to follow. Stay focused throughout this entire process as you develop and launch each stream of income. Keeping the squirrel caged. Now that you ve got the plan you ll know where to go first. And most people want to go to the area where they ll make the most money. It also takes you from being overwhelmed or keeping the squirrel caged by not becoming distracted. You will see it - you ve got a plan. You won t feel overwhelmed because it s all there laid out for you and you have a full 12 months to achieve it. You can t create your income streams overnight, so be realistic with your timeline and your goals for each stream. This is specifically for a one-year annual plan.

93 As your business grows, keep positioning yourself as an expert in everything you do around what your main expertise is. Always stay true to your expert brand and your business foundation to attract more high value clients and more income. For example, everything I do with my brand is around Highly Paid Expert - Highly Paid workshop, books, speaker sales training, webinars, etc. Everything must fit your expert foundation. There are different ways or formats of sharing your information in which you communicate your expertise, create income streams and sell to your clients.

94 You will achieve what you focus on the most! That s why it s so important to have a plan of action in place. You are much more likely to reach your lucrative income generating goals. You will achieve what you focus on the most - no accidents, there are no surprises! It s been a pleasure sharing this ebook with you. This is just the first step to creating your own highly paid expert business in your niche market. So what s your next step? Join me at one of my live events!