Module One: Client Attraction and Money Making Mastery

1 Hey, hey, you made it. Congratulations. Here it is Module One, Client Attraction and Money Making Mastery. You re about to discover the secrets to create a million dollar business brand that attracts clients like a magnet. In this module we re going to be talking about the foundation for your business. What makes clients want to work with you, what attracts clients to your business? It s not what most people will teach you. It s not what most branding experts will say. It s something much, much different but it will make so much sense you ll be like, Wow. I don t know why I didn t think of that. Most people won t think of it and I didn t even think of it myself. I had to study a lot of different marketing people to really boil it down this way. You re going to really love it. Then, I had to try it out with my own business, I had to teach this to lots of my own clients and watch how they were able to make this work and you re going to love it. Here we go. The usual branding BS, now if you ve had your business for a while or if you re just starting your business either way you ve probably heard about branding, or you know a little bit about branding, or maybe you don t know anything about branding but you probably have some preconceived ideas about branding. Well, let me just tell you what most people will teach you about branding which is the usual branding BS and that is to find out what makes you unique. This is what most people will tell you, Find out what makes you unique. Find out what makes you different. Find out what makes you stand apart from everyone else. Find out what s your own essential message and your own core essence of some sort that is inside you. Once you get that expressed that becomes your brand and then somehow that brand is going to attract people to you. Right? That s the idea. You ve got to find out your specialness and then wrap your business around it. That s what most people teach however, the fatal flaw in that is that clients don t care about you. I know that might sound cold, that might sound harsh, but the truth is clients don t care about you. Why? Well first of all they don t even know you yet but the second thing is that they care about themselves and what they are going through. That s why they hire a coach, because they re going through something. Most people think, Okay, I ll just help people get from where they are to where they want to go. Well, first of all, that language doesn t inspire anyone to want to hire you. Second of all, what we want to talk about is results so grow your business, turn your child s behavior around, find love, find a career that you love, get hired fast, get a job quickly. These are situations that people are already in everyday that they are struggling with. The thing is, in order for someone to hire a coach people have to have already be attempting to make changes themselves but failing. Either failing to make it happen or failing to make it happen as fast as they want to. If that s not present then people aren t really going to hire us. Clients are already going through something, right? So we re going to find people who are already going through something so they re already ready to hire a coach either right now or in the future. What that means is that they care about themselves, they re going through something. They re thinking about, Man, I ve been single for the last four years. I ve been dating, dating, dating,

2 something is just not working. I need some help. Maybe there s some advice out there. Maybe I ll get on one of the forums that are out there and ask some questions. But whatever it is, I need to grow my business. Whatever the challenge is, I m struggling to make sales in my new sales job. There s some urgency, some pain, some desire there that s already present. People don t care about your rainbows and butterflies website. People don t care about your uniqueness and your special this and special that. They don t care about that they just want to solve their own problems, and challenges, and achieve the results they re looking for. That s what they want. Now, there is an element of branding that you re going to want to do which I ll talk about much, much later. Well, in this module but not right away and we ll get into that. But, what happens even before you get into branding is really picking a group of people to help. So my million dollar branding method is to pick a group of people to help. Now, these are some of the hot coaching niche markets. Career coaching, and you can coach people who are trying to get hired or you can coach people who are looking for their dream job or basically they hate their job now and they wish they could do something different. You could become a relationship coach for single men, for single woman, or for couples. You could become a business coach of all sorts. You can go really deep with that. You could coach plumbers, you could coach used car dealerships, you could coach new car dealerships, you could coach restaurants, you could coach whatever, or you could just be a general business coach and that s okay. Sales coach, the same thing you could coach very specifically certain type of sales people like insurance agents, or realtors, or mortgage brokers, or pharmaceutical sales, or whatever, or you could just be a general sales coach. Then you could also be a wellness coach. This is the number one area where people want me to help out with my marketing stuff that I ve been given away in this last campaign as well as the one before this. Everybody is like, I m a wellness coach, I need you to craft something for me. The problem with the wellness coach is that unless you get specific it s not specific enough so there s no way to describe wellness coaching that I think would fly or would be as strong as all these other niches that we laid out unless you get more specific. One branch off wellness coaching is weight loss coaching. I think that s probably one of the hottest niche markets within wellness coaching, maybe the number one hottest but there s others. Those are going to be around certain conditions such as back pain relief, or knee pain, or hip pain, or certain other things that are going on with the body. I m not a wellness coach and I m definitely not trained as a healthcare practitioner of any sort to really be able to speak to those niche markets but I certainly, as a marketer, definitely know how to talk to people with any issue they ve got. So if you are a wellness coach rest assured I can help you but you re going to have to get more specific with an area within your wellness coaching in order to really make it work. At least, that s the way I see it. Now, maybe you can go gangbusters. Let me also tell you something else, everybody something else which is this, I only know what I know but I don t know everything. I know what makes total sense and what really seems like it

3 should work and I know what s proven to work as well but there may be certain areas where I don t know. In fact, one person in particular in one of my other programs he got 20 new clients within two months as a Quran coach. If you had asked me if I thought that was a super hot niche market I would have probably said, No, or, I d have to learn a lot more in order to really understand it. But it ended up being a hot niche market. The proof is always in the pudding so I can give you my opinions, I can give you my advice and I can tell you what I ve seen work already, and I can tell you what I ve seen people struggle with but if you are hell bent on something then maybe there s a reason for it. Either the reason is you really know somewhere inside of you that you can make it work A, or B, you ve got to go through that learning curve, the school of hard knocks so you can get some other life lessons out of it. Either way, I applaud you 100% and I want you to do what is right for you. Then you ve got leadership coaching, leadership or executive coaching. These are some of the hot niche markets for coaches. You re going to want to pick a group of people to help, and again, you can pick one of those that we just laid out or you can go deeper into one of them. For example again, business coach you could coach plumbers, restaurants, veterinarians. Here is something else to keep in mind, you don t have to marry your niche market. You can date your niche and if you don t fall in love try something else. But it is much better to go for something and pick something specific even if it s not plumbers, even if it s just business owners, it s much better to pick something than just general stuff. That said, we do have a lot of marketing materials for just general coaches who don t have a niche market. I have a friend who didn t have a niche market and she was able to grow her business to six figures and you might be able to do so as well. Again, if you have a choice, if you really can pick a niche market I highly, highly, highly recommend it but you might be able to get away with not. Also, something else to keep in mind is let it evolve. Most people whose niche markets are like a perfect match for them often times it evolved. Some people like myself, I started off as a generalist coach. I was a life coach or a success coach and I coached everyone on everything. I coached people on relationships, weight loss, business, sales, all kinds of things but then it evolved and eventually I would become a business and sales coach because that s most of the people who were hiring me, business owners or sales professionals. Eventually I got more specific and just became a business coach and dropped the whole sales coach part of it. Then eventually became more specific and help specifically now the coaching industry. You can get more and more specific, let it evolve. Most coaches they name their business after themselves which is what I did at one point Mickelsen & Associates, I think. Even that is a little bit better than most people who just name it you know, Ben Franklin Coaching, or John Smith Coaching. Mickelsen & Associates, at least it made me seem like I had something a little more professional there maybe. Or, they name it something clever like Chrysalis Coaching, which if you don t know, that s the metamorphosis process of a butterfly is when they go through chrysalis if I m even saying that right, or Giving Tree Coaching, something cool and clever, or fun, or neat or something.

4 That s okay and some branding experts are going to tell you to name your coaching something interesting like this. But again, I m flying in the face of what a lot of branding people will say and getting you to something you ll see will be a big ah-ha that will make total sense which I ll say in a second here. Another thing to do is just name it something very general like Empowerment Coaching, or A Better Way Coaching. Those are not hot business names. What I recommend is when naming your business you take into account several factors. One is the sound of the name itself. So make the name have a memorable sound. One of the ways to do that is with repeating sounds. You may be like, Why does the sound of the name matter? Well, the more memorable it is the better. Coaches With Clients, Coaches With Clients, there s a reason for that it is to make it more memorable. It is kind of a sing songy, Coaches With Clients. Think about lots of phrases that we remember. A stitch in time saves nine which means if you catch a tear early and you get one stitch in it now you might save yourself from having to put nine stitches in it later. Look before you leap, look leap. There s a lot of these sorts of things and then the billion dollar brands like Coca-Cola, Coca-Cola, it rattles around in your brain. Minute Maid, SecretSellingSystem.com. I will tell you as of this recording anything that has a dot com in this presentation is a domain name that at least was available as of when I recorded this so feel free to take it if you want it. One thing to keep in mind is the sound. Another way to name your business is the outcome you help people produce. So, GetSexyAndSlim.com, the outcome is getting sexy and slim so if you re a weight loss coach this is a lot better than A Better Way Coaching, right? This is a lot better than Weight Loss Coach, because weight loss coach is about you and get sexy and slim is about them. Help Me Lose Weight now, yeah if I read that and I want to lose weight, help me lose weight now, that might appeal. SellMoreOfYourServices.com. That s one way to name your business which is you ve got the sound, you ve got the outcome and then you can also have the ultimate outcome. If the outcome is let s say sell more of your services, or get better at sales, and that is one that I didn t look up. Again, if I say something and I might just make something up off the top of my head, if I say blah-blah-blah.com if you don t see it on the screen it may or may not be available. But if you see it on the screen, at least as of this recording it was available. The ultimate outcome is the difference between sell more stuff and get bigger commission checks. So, sell more of your services, that s great, people do want to sell more of their services if you re a sales professional but if you re a high commission sales professional you actually want to get bigger commission checks so there s even more ultimate outcome there. Do you see the difference between the outcome and the ultimate outcome? Let s try this one, YourNewHotBody.com, that s the ultimate outcome versus WeightLossSuperSecrets.com. Now, WeightLossSuperSecrets.com is a good name, don t get me wrong but, YourNewHotBody.com is another way of naming it. It s the ultimate outcome, it s like, Oh, okay I m thinking about having my new hot body versus having to lose weight. It s a little different angle on there. WellBehavedChildren.com versus TurnYourChildsBehaviorAround.com. Now, I m not definitively saying that one version is better than the other. If somebody has bad

5 behaved children then TurnYourChildsBehaviorAround.com might be what they re thinking like, How do I turn this Child s behavior around? Or, How do I get them to stop yelling, or stop whining, or stop whatever? They might be thinking about the negative side of it. As coaches we often times think of the positive like have your perfect life, and sell even more, or get even happier even better relationships or something like that. Even better is well and good but that is not what people are buying generally. What people are buying is this is what I need right now. Okay, another way to name your business is you could name it as a movement which is kind of hot especially, as coaches. I think the idea of a movement is just exciting. Here s one, the GreatSexySlimDown.com. It sounds like it s something that is happening in the world. There s another one for weight loss TheGreatSummerSlimDown.com and that one is available. You ll see it on the list of available domain names. DreamJobsForEveryone.com, it sounds like a movement it s not just get your dream job but it s dream jobs for everyone, let s all do this, let s do this together so it s kind of exciting. Or, RelationshipsForEveryone.com again, kind of the same model there. Another way you can name your business is through metaphor. A metaphor might be something like, if you re a weight loss coach again, you might have ExperienceWeighLessness.com it s kind of like experience weight lessness but experience weigh lessness. Now, I can see Weight Watchers buying this domain name and then you could show people before and after. Afterwards you could see them sort of floating around as if they were floating in space. That would be pretty hot branding. I will also tell you, at least as of this recording, that if you were afraid people might get confused and instead of putting ExperienceWeighLessness.com and they might type in by accident ExperienceWeightLessness.com, shockingly that domain name is also available. ExperienceWeightLessness.com is available and I think that s probably at least a $10,000, maybe a $100,000 domain name name. I mean, right now people are spending hundreds of millions of dollars in basically the race to space for private space exploration so feel free to buy that domain name. But I recommend if you re going to buy that one, please buy those two together. Also I want to just caution as I show you guys these domain names, actually I ll be showing you lots of domain names that are available right now and I would just ask that you only buy one or two domain names. Don t hog all these domain names. I spent hours, and hours researching this and I would really like everyone to have these domain names. I d like everybody to get one good one if they d like one. Buy one, maybe two if they re related like ExperienceWeighLessness.com and you buy ExperienceWeightLessness.com. If you buy those both leave it at that, or find a new one for yourself using the formulas that I m sharing with you now and that I ll be sharing with you a little bit more in just a second. Be thoughtful of everyone else. Now, I know a lot of these are super, super hot domain names but I ll show you how to find super hot domain names of your own in just a second here. Another way to name your business name and your website name is by what people are already searching for and what they would type in to find it. Somebody might type in how to close a sale.

6 In a search they might type in how to close a sale and if your website is HowToCloseASale.com that could be advantageous for organic search traffic. Search traffic is when people type in those searches for your website to come up towards the top. Or, HowToHealMyKneePain.com is another thing someone might type. If they have knee pain they might type how to heal my knee pain, or how to heal your knee pain, or HowToHealKneePain.com. Now, HowToHealMyKneePain.com is available. All those other versions I don t know. HowToSellAService.com, now I actually just bought this one because I have a program called Free Sessions that Sell and I just wanted to sort of defensively get that particular one. But, if you re a sales professional, if you coach sales professionals I should say, if you really, really want this one and you re not selling a competing product or something similar to my Free Sessions that Sell program, I might be open to selling it to you for cost which is under $10 or something. HowToLoseTheLastFivePounds.com, that s something else that someone might type in like how to lose these last five pounds, or how to lose my last five pounds, or how to lose the last five pounds, that might be exactly what people type. Those are all different ways to do it. Let s do a quick review. I m going to back up here. The sound of the name, repeating sounds, the outcome, the ultimate outcome, a movement, a metaphor, and what people are searching for. Now, ideally if you had all of these elements in one name that would be amazing but the truth is that would probably be very, very difficult to find and you don t have to have the perfect domain name. You can change names over time. I own over 100 domain names and in my life time I ve own over probably 300 different domain names, maybe 400 or 500, I don t even know for sure. You can buy several names. Again, think of your own if you re going to buy more than one or two of these. Your business may evolve over time, remember we re kind of building the plane as we re flying it so as we re building our business we re going to keep changing parts out as we need to, refueling midair and all of that stuff. Don t worry about perfect, done is better than perfect. Make that your mantra. I would recommend for at least the first year, year and a half or at least for the next year to year and a half that you make done is better than perfect your mantra. Then after that you can make perfect as you go your mantra which is still similar but done is better than perfect is like just get it done even if it s not perfect and move on and keep moving and taking action. That s really important. Action is king, if you don t take action you re not going to get results. Now, that said you don t want the world s sloppiest stuff in the world so you can keep perfecting so perfect as you go but just get done and get moving. It s much better to have something imperfect out there in the world touching people, helping people, moving people than it is to sit around in your lab perfecting, perfecting, perfecting for years and years and never getting anything out there. If you can relate then done is better than perfect is a mantra that can set you free. Here are some tips for finding a great website name for your coaching business. You may think, Well, all the great website names are already taken including the one I already wanted. I wanted this one and it was taken. Now what do I do? Here are some secrets for finding great domain names. You can add something to the end like now, or today. Like lose weight now, or lose weight

7 today. Or, formula, lose weight fast formula, or fast weight loss formula. That could be a good one, FastWeightLossFormula.com. I don t know if it s available but you could check. Or system, SuperSlimDownSystem.com which was available but then I recorded that preview video on where to find clients and I mentioned that one and I saw someone from Puerto Rico bought that domain name so good job on you for taking action. You can add machine to the end so MarketingMoneyMachine.com. You can add secrets or strategies, WeightLossSecrets.com, WeightLossStrategies.com. Here are some examples, DoubleYourBusinessToday.com which I think it must be available if I put it there. Formula, systems, machine, super secrets is another one or strategies. You can add to the middle like of your, SellMoreOfYourServices.com, to or for, you can put those sorts of things in the middle. You can add to the beginning, GetYourDreamJobToday.com. Now, that s got the beginning and the end. YourNewHotBody.com, TheGreatSummerSlimdown.com, LearnSalesTechniques.com, or real, RealWeightLossTechniques.com, or RealSalesTechniques.com, or RealSummerSlimdownSystem.com. You can add how to, HowToHealYourHip.com. Those are some things you can add to the beginning. Then, we ve got a list of 118 red hot website names that are available right now. You can pick any domain name you want from this list. If any of them excite you feel free to grab them. But please again, do not buy more than two of these domain names so that other folks have a chance at them. We re going to know who is using them so if you buy all these domain names there are a lot of ways we can find out especially, if you end up using it and putting your website, and your email list, and all that stuff. We re going to know who you are so please be respectful of everyone else. I know if you made it into this program you probably have a big heart and you really want to help people so please help people by only buying one or two domain names top from our list. Now, that doesn t preclude you from buying as many domain names as you want, but again from our list just pick the ones you want. Then once you buy them, I have here email list, but you can actually just post down below if you buy a domain name let us know and we ll kind of scratch it off the list. This way people can kind of scroll down the list that you re creating by telling us which ones you got so people know they don t have to try and buy that one. Now, if you can t use any of the ones listed because your niche isn t on this list like maybe you coach artists, maybe you coach musicians and you teach them how to turn their music into a viable profitable business. Well, we don t have that niche covered here because it s too specific. Now, it s not too specific to be successful it s just too specific that trust me, creating 11 different sets of all this stuff was a monumental task in and of itself. If we would have tried to come up with every possible combination of restaurants, and everything there is just no way we could have done it all and we can t anticipate all the people who are in our program. However, you could probably look at all these lists of domain names and you could look at these techniques and you can come up with some great website names. Then, you can run it by me on our group coaching, or maybe even post it below and I ll see if I can take a look at your comments that you post below and then give you some feedback. There you go, 118 great website names that you can pick from and own today.

8 You can just go ahead and click the list either above or below this video and look through all those domains. You ll be shocked, I was shocked as I was researching these names how many great website names there were that are still available. I m going off the top of my head right now but something like HowToAceAnInterview.com was available. I mean, I have to imagine people are searching that, HowToAceAnInterview.com. That s a hot one. There are just so many domain names it s crazy. Go ahead and go through the list and pick your red hot website name and your business name. When you re done here pick your niche, if you didn t already, and then go pick a name. Either you can pick one from our list or find a new one. Feel free to buy a couple if you want to. Again, only buy one or two from our list but buy a few extras if you want because they re only $10. We use NameCheap.com but if you ve ever bought a website name before you can use whatever domain registrar that you already use so you can keep them all together. Our next training we re going to talk more about branding. We re going to go a little deeper into branding and we re going to talk about ideal clients, and ideal customers, and creating your customer avatar, and your business avatar. Those are the next little segments that we have coming up. Hey, this is Christian here again and I wanted to go a little bit deeper into this branding concept. I m going to review the usual branding BS that we talked about earlier. What most people tell you is find out what makes you unique, find out your specialness and wrap your business around it which again, the fatal flaw is the clients don t care about you they care about themselves and what they re going through which is why they re going to hire you. But, there is something to branding. There are two elements to it. There is them and there is you. First, we want to focus on them. Again, we talked about picking a group of people to help, picking a niche market, and then picking a hot name for your business. Hopefully, you ve done that already. The next thing you want to do in terms of them is you want to discover what are their pains, problems, challenges, dreams, and desires for your target market. What is it that they want? What is it they re afraid of? You can find those things out certainly by coaching people. Just working with your clients you can really get to see what their pains, problems, and challenges are, their dreams and desires. You can also do surveys, you can ask people, What s the biggest challenge with men and dating? What s your biggest frustration with getting men to commit? Or, What s your biggest frustration with raising your teenager? What s your biggest hopes and dreams for your child? The more you can ask those kinds of questions and get that information the better. You can just ask people that you know that fit your target market or you can do surveys. If you already have an email list, you can survey your list. If you don t have a list yet, you can email within those Yahoo Groups that we talked about in the pre-launch training which will be posted here as well. We will be getting into networking. You can network in person and you can ask people some of these questions. There are a lot of ways you can get this information.

9 For example, if you re a single woman, this is a very partial list but some of their pains, problems, dreams, challenges, desires, etc. are Friday nights alone, worrying that they re going to die alone, that they ll never have children, that they re going to disappoint their parents, being embarrassed to go to movies alone, feeling like the third wheel when out with couples, the desire to have someone to settle down with, the desire to have somebody to cuddle with at night, the desire to have somebody make you feel safe at night. This is a very partial list. You could actually brainstorm a list of maybe 100, or even hundreds of these sorts of things. But at least for now I d like to suggest you do this as an activity. This is an exercise for you. You re going to pause this video and use the worksheet that we provided. You can actually just go ahead and print that out if you haven t yet and then you can make a list of the pains, problems, dreams, desires of your target market. Include irrational fears and fantasies. For example, if you re a parenting coach parents irrational fear might be that your child is going to grow up to be an axe murderer. Or if you re a sales professional an irrational fantasy might be that you can land one big deal and become the top sales person in the company from that one big sale. Now maybe that s possible but again, it might be more of a fantasy scenario than a dream, or a desire, or a goal. Go ahead and pause this video right now and go ahead and just make a list of at least 25 pains, problems, challenges, dreams and desires for your target market. Okay, great now that you ve got that list we want to talk about your ideal client versus a customer avatar. Now, a lot of people teach us to define our ideal client but the problem with that is there are not a lot of ideal clients to go around and when you try to market to them you probably aren t going to get them and you probably won t get anyone else. Why? Well, because they re too idealized. I work with people who are already successful and I help them achieve even greater results. It sounds great but already successful people if they would hire a coach they still have problems, and challenges, and goals so we have got to talk about pains, problems, challenges, dreams, and desires. Now, instead of talking about our ideal client we want to talk about who really is in our target market and most of the people in our target market are not very sophisticated or advanced so we need to market to the masses within our niche. You can t do mass marketing the way that Coca- Cola does, or fashion companies do, or whatever commercials you see, beer companies. You can t market to the masses like that but once you have a niche market you want to market to the masses within that niche and that s why we need to create a customer avatar. Your customer avatar is the conglomeration of everyone in your target market all rolled into one person. This person is a fictitious person, this is a fake person that represents all of the people in your target market including the ideal clients. Now, when you write articles or marketing materials you need to write to one person not a group of people and this is who you are writing to. When you get clear on who your customer avatar is your marketing materials will hit home in a big way. Let s do an exercise right now. You re going to build your customer avatar. Think about who is your customer avatar? Is it a man or is it a woman? Now, for me there tends to be more woman coaches than men so my customer avatar is a woman. Now, that doesn t mean that men aren t still

10 drawn to my marketing materials, it just means that I ve defined my customer avatar as a woman. Then you pick an age. What age would your customer avatar be? Now, you can t just say 35 to 45, it s one person so if you were to average sum up all of your target market and average it out what is it, is it 42, is it 36? What is the age of your customer avatar? What kind of car does he or she drive? What level of education does he or she have? What did he or she study in school? If there was one specific thing what would it have been? What are his or her hobbies? Is he or she married, single, or in a relationship? Kids? How many? What ages are they? I know this seems maybe ridiculous like how could you really know these things but this is what we re working on. This is what you re creating, this is your customer avatar. Then ultimately you want to name him or her. What is his name? Give him a name. Okay, so pause it right now. Pause the video and write out all this stuff. Even if you don t know just make it up, that s what we re doing anyway and you can refine this over time. Now, the next thing we want to do is we want to go back to branding in a big way. First, I said there s two parts of branding it s them and you. So now that we know who they are and who that person is, who your customer avatar is now you want to build your business avatar. This is where you brand, you brand yourself around your customer avatar, around your customers not around yourself. When you build your business avatar for big businesses it s either a spokesperson or a made up character. For example, Mr. Clean, Sara Lee, the Verizon guy, Betty Crocker, Aunt Jemima, these are fictional people but they sum up the essence of what the company stands for. For us as coaches, we re going to be our own business avatar we re not going to make up a fictitious person. Now, you could and I do know people who do that but for most of us it would feel weird to make up a fake person so just go ahead and be your own business avatar. But if it s us we just need to be ourselves, right? Well, that s true we do just need to be ourselves but who are you really? There are a lot of aspects to ourselves and we can highlight any part. What we want to do is we want to think about the top three biggest desires of our target market and we think about what our clients really want and if you re a dating coach for woman for example, their desire is to be in a relationship with a great man. So if you are in a relationship, flaunt it. Highlight different aspects of your relationship, includes high and lows. For authenticity and bonding you want to show some of the lows but maybe how you worked through those lows. Show pictures, and maybe even videos of you doing fun date stuff, traveling, even staying in. If you re a business coach then flaunt aspects of your own business success. Show yourself on the beach taking time off. A lot of business owners their biggest desire is they want money but they want freedom too. Even if you re not making millions yourself yet you probably have a level of freedom that many business owners only dream of so flaunt your freedom. Instead of trying to brand like Starbucks with a cool logo, you want to brand yourself as the experiences that your clients most crave. Then, you ll be even more magnetically attractive to clients. Again, get clear on your customer, get clear on your customer avatar, get clear on what it is

11 they want and then brand your business around them. Create a business avatar the represents the desires of your target market. That s how you make a million dollar business brand.