Show Me The Money

Laura called me to talk about doing podcasting together.

Along the way, she said, if you know of any way to get affiliates to send out emails for me, let me know!

I asked her what the problem was.

Laura said she had a $1997 program she was launching but none of her affiliates were sending out emails.

And oh, yes, she had a dedicated podcasting audience of 5,000, but she wasn’t selling it to them.

Can you spot the problem here?

  1. Some affiliates know how to launch. Many don’t.  They shouldn’t be in your posse.
  2. Affiliates get launch fever. They get high from that first shazamm!! Email.  A good affiliate manager can whip up launch frenzy, but Laura didn’t have one.
  3. Good affiliates like incentives. Laura said she had a condo in Cozumel, would that do?  Well yes, it would.

COAX THE MARKET TO THE MONEY?

What about those 5,000 dedicated Listeners that were hanging on Laura’s every word each week? Was she marketing directly to them?

No.

What could Laura do to get into the money and out of affiliate begging?

Bring her dedicated market closer to her best-priced  program

For example:

  1. Cut her program to $797, with a $997 upsell.  That is still a high price for a first-time offer, so…
  2. Put a drip-marketing system in place with contests, seductive interviews and freebies for her dedicated audience.
  3. Laura’s audience had been trained that Laura was “Free.”  Bad idea.
  4. They have to be re-trained to believe that they could make money if they invested in her.
  5. Laura’s program was too pricey, and no one could “test-drive” her. So…
  6. Plan a $97 “Get It Done Day” for her audience, so that many of them can participate in her coaching and “test-drive her.”
  7. Plan a full-scale launch, to launch the new program, complete with early-bird bonuses, last-minute incentives, and disappearing offers (yes, I know, but they work.)
  8. Create a small dedicated mastermind group from the people who choose to buy her program, and tell stories to her audience ALL THE TIME about the success her classes are having.

OK, we could go on and plan a full year that would upgrade Laura from a freebie business model to a highly lucrative one,  but do you see how you have to coax the market to the money?

And isn’t it easier and more fun you do it this way?

Wired For Burnout? How to Stop

The last days of summer.
The heat is drowsy out here in L.A.

And the red-gold dragonflies are
still circling the pond.

Dragonflies are a symbol of
transformation.

Is something inside you ready
to let go?

Today’s story is about giving
the world your “real” story, and about
slowing down, neurologically,
to let more life in.

This is counter-intuitive, but it
leads to a booming
business and a happier life.

You may not know it, but
you may be “wired” for burnout,
overwhelm, and striving.

Here are 3 ideas on how to
change that.

“Your time is limited.  So don’t waste it living someone else’s life.”  – Steve Jobs

1. How authentic are you in your business?

If you have a professional “face”
that you’re hiding behind, it will show.

People can feel it.  So can your prospects.

Energetically, you won’t ring quite true.

I was at Ted McGrath’s event 3 weeks [Read more...]

5 Strategies for When You Hate to Work

Can you have a business
if you hate to work?

Absolutely.

Here are 5 ways to have
a thriving company when
you really hate to work.

[Read more...]

3 Paths To More Moolah, Less Sweat

More Moolah1. WEBINARS – UNPARALLELED FOR MAKING MONEY

Yep, you’ve heard of them.

You’ve even done them.

Maybe it’s time to uplevel your opt-in rate and your game.

Did you know?

In terms of event-based marketing – webinars have made
many people more money than anything they’ve ever done.

The majority of Fortune 500 companies use webinars

The majority of Big Name consultants use webinars

Why?

Where else do you have the opportunity to
engage people for a good hour or so?

They can have incredibly high conversion rates.

They are great for facilitating partnerships.

They are your best chance to promote a partnership
out of your league, with a Big Name, if you’re lucky.

Done twice a month, regularly, webinars can bring you
private clients, group coaching clients, and sell your product.

Webinars are excellent lead generators.

AND…

I am now going to giving a plug for LEADPAGES.NET.

I listened to Danny Inny and Clay Collins about
the four most important pages on your site:

  • Opt-In pages that convert up to 70-80%,
  • Lesson Pages that convert 3-4X more than your blog
  • Webinar Squeeze pages that bring you twice the sign-ups
  • Sales Pages that are short, and psyched up to double your conversion

Check this out.

If you are doing webinars, Danny and Clay can send your
conversions out of sight.

And I am not an affiliate!  Just a fan.

 

2. WORKSHOPS  

Have you thought of adding workshops to your service?

Can you teach the public, or your peers?

If you do a virtual workshop (webinar)
or a live one:

1.  You can become known for your expertise
outside your field.

2. Marketing the workshop takes a bit of work,
but the workshop itself will market YOU.

3. You only have to come up with one workshop,
and you can offer it 4 times a year or once a month.

4. You can sell high-ticket items during your
workshop (people see you in action.)

5. You can charge $495 to $997 for these workshops.

6. 10 people 4 times a year is an extra $40,000.

You do the rest of the math.

 

 3. SUPPORT CLUBS  

Otherwise known as short-term memberships.

If you have a webinar, or teach a course, or
have a great product, some people may want
short-term support to get going.

So offer a 30-day, or 60-day, or 90-day club.

1. You work with them at your choice -
one full day a month, 2-3 calls per month,
a private forum, limited emails, etc.

2. There is minimal work on your part.

3. They get support and great partnerships.

4. You can upsell them at the end into a
higher-end program.

5. You can even make this evergreen by
creating support videos and postings that
work for the life of your product.

So they can join at any time.

They get massive value and content.

And you only have to get on the phone
for a Q&A once or twice a month.

Private calls with you, of course,
cost a lot more.

6. One 60-day membership for 10 people
at $495 is $4950.

One 60-day membership for 10 people
at $997 is $9970.

I think you can do the rest of the math!

The #1 Reason You Don’t Charge What You’re Worth

You and Elizabeth Taylor have a lot in common.

Fame meant nothing to her. “I’ve been famous all my life,” she said. “It never meant anything to me.”

Until her dear friend Rock Hudson died.

And she finally saw how useful her fame was.  And she used it to raise millions in his name. [Read more...]

Are you hiding from your own success?

So.  Are you hiding from your own success?

Seems like a stupid question, doesn’t it.

It’s not.  If you are not enjoying the success you want, right now, you are actually keeping it away.

I’m sorry.  Don’t shoot the messenger.

Here are 5 ways people hide from being successful.

See if any of them ring a bell.

1.  “I really want to be in the spotlight… I think.” If you are ambivalent about being in the spotlight, you’ll never get there.

Many people are shy, or would feel too exposed out there in the limelight.  Or they want extreme success, but “only if it meets their conditions.”

Your success has conditions too.

Do they match up?  Think about it.

2. “I just need one more certification.” Women, especially, fall into this pit. You have everything you need, RIGHT NOW, to make a beyond 6-figure income. Don’t go back to school and put it off.

3.  “I’d love to be super-successful, but I don’t want to be like those other gurus.” Meaning, usually, you don’t want to market like crazy,  put yourself out there, up your game, change your business, and again, market like crazy.

4. “Can’t people just find me? My work stands for itself.”

Not today.  Not ever, in fact.

This means you don’t want to promote yourself, because it feels:

  • Sleazy
  • Cheesy
  • Info-mercially
  • “Just not you”

Borrow a trick from Oprah, Richard Branson, and all the super stars:

Find your professional image, and promote that, not the Inner You.

5.  “I don’t want to seem bossy and overbearing.”

This belief is downright dangerous.

Want to know why more people aren’t following you?

Because you’re not leading them.

You’re not out in front of your market, with a clear powerful message.

So they can’t follow you.

Because you’re not leading.

You’re too busy chasing clients.

And if you chase them, who’s more valuable?

They are.  And they know it.

Become a leader.

Give your peeps a good reason to follow you.

You don’t know this, but they’re waiting for you to pick up that torch.

Join me on Thursday for a powerful look at what you can do to break the “just OK” cycle and accelerate the success you really want.

It’s your turn.

Take it.

4 Thoughts That Keep You in Struggle

1. “The problem is..” 

This means you aren’t looking at possible solutions.

You’re focusing on the problem.

You may think:  “Of course I’m focusing on the problem!

How else can I solve it?!”

By focusing on solutions.

The problem seems impossible.  So side-step it.

What you focus on expands.

Think about it.

Successful people focus on solutions.

Start saying, “The best possible solution is…” instead.

(Full confession: This used to be one of my top phrases. I got rid of it.

The opportunities that have appeared in my life in the last 12 months are absolutely unbelievable.  Now I look only for solutions.)

2. “The reason why…”

Everyone has their own pet set of excuses.

What are yours?

Do you know your “reasons” define your life?

If Laura Hillenbrand could write “Seabiscuit” while she was so ill with chronic fatigue she could barely crawl to her desk…

If Steve Jobs could start a computer company out of his garage…

If Nelson Mandela could – you get the picture.

Find out what your pet reasons are for not having more of what you want.

Then watch how you stop yourself by believing in them.

3. “I know that.”

These are three of the most dangerous words in the English language.

Maggie was a highly gifted speaker and coach.

But she was miserable grinding out speech after speech with nothing to show for it – no clients, no fees.

She whined for years about how she “hated” speeches.

Not only did Maggie know exactly how to speak and sell from the stage, she actually taught it to others.  Successfully.

But in her mind, she “knew that” already, and it wouldn’t work. Besides, her meeting planners “didn’t allow her to sell.”

One day Maggie was hit upside the head by a tough-talking coach who dared her to follow her own formula at her next speech.

(Guess who that was?)

Just to prove the coach wrong, Maggie threw out her old speech, and followed every single speak to sell technique she knew.

She closed 40% of the room.

Whaddya know, it worked.

Maggie realized that she’d been spending years with her head up 6 her butt, so invested in knowing that it wouldn’t work that she never gave it a try.

What do you positively absolutely KNOW won’t work?

Bet you’re wrong.

4. “Impossible.”

Ellen wanted a business, but she had no idea how to start.

She was highly talented in a number of fields, but Ellen wanted the freedom of her own business.

“It’s impossible!  I don’t know how to sell,” she said. “I don’t know the first thing about how to begin.”

Ellen stewed in this bewildering swamp for a year. Then she bought a $29 program about how to sell.

She wrote an ad.

She was so swamped with calls – about 30 a week – that she hid from the phone.

So she took a course on selling, and found out how to sign up clients.  She had a full client load in a month.

But she still wanted the dream of free time.

So she invested in a coach.

Together they outlined a dream cash-flow business which would bring her $60K a year to start, while she worked for less than 15 hours a month.

When she wanted to double that income, she could hire another part-timer.

Today she is writing 3 hours a day and building a business that gives her the freedom she craves.

Nothing is impossible but the limits you set.

Do you have to see before you believe?

Or can you believe until you see it come true?

7 Ways to Make Magic with Your Market

Elvis, Lady Gaga, American Idol, Glee, Steve Jobs and Apple, Nike, Starbucks…

What do they have in common?  They arouse a massive emotional response in their audience.

If you’re marketing, you’re engaging the emotions of your audience.  Why?

  1. If you do it right, they will hang on your every word and doing exactly what you want them to do.
  2. 90-95% of marketing messages are lost in the first 5 seconds.

Yikes!

There are crucial points about emotion, and how to use it to quickly build your list, your following, and your client base.  Here are 2:

No. 1 is a tip from my brilliant friend, Rob Schultz, of www.magicalmultimedia.com.

1.  Your audience has an existing pool of emotion that is untapped, just lying in wait for you.

Did you know that?

That’s how one of Rob’s students created a power-point video that took her list from 200 to 10,000 in 10 weeks. 2.  If you can tap into that pool of emotion, they will “fall in love” and follow you anywhere.

That’s how Elvis became a national sensation in a year. Here are some tips on how to tap into the emotion that’s waiting for you.

  1. Court your market as if they were a single person.  Nothing is more seductive to people that the feeling that they are desired.  (Not “sold to” – desired!)
  2. Ask yourself:  Are you secretly afraid of arousing emotion in others?  Many of us are trained not to.  Yet this is at the heart of superb marketing.
  3. You do not have to create visible emotion.  If you are a professional, the emotions you arouse may be invisible in your audience, but they will be there:   a burning desire for more money, safety, love, health, status or time.
  4. Break down your product or service all the way back to the deepest emotion it can arouse Example:  Insurance > Protection > Safe from Harm  > Love for your family
  5. Now break it down even further.  What are the secondary benefits?  What scenes do you see?     Example:  Insurance:  Love > Your aging parents playing with their grandchildren, your baby playing in a safe and protected home, your partner or your beloved pet getting all the medical care they need
  6. Use these secondary scenes that you have called up.  Use them in your ezines, web sites, videos, mailers, and speeches.
  7. These “secondary scenes” are the REAL BENEFITS that you are offering.   They are the beating heart of your service or product.  They are the benefits that call up the deep emotion that already exists in your market…

…just waiting for you to tap it.

No one buys a service or a product.  They buy better lives.

Why not give them what they want?

3 Phrases That Keep You Small

“The problem is…”

That used to be one of Julie’s favorite phrases.

Until her friend Kathy pointed out how good she was at pointing out problems.

Instead of solutions.

That phrase was keeping Julie small.

It was the way she thought.

And the way Julie thought appeared in her life with depressing regularity – knotty problems showed up all over the place.

In fact, some days all Julie could see was problems.

But she was so good at spotting them!

When you actually make up your mind to change your thoughts, your life changes.  Duh.

Julie got rid of that phrase in 8 weeks.

Her business doubled in less than seven months.

If you’re stuck at a certain level in your business, you’re keeping yourself there.

Here is a way to stop the sabotage and nudge your mind out of the ruts.

3 Phrases that Keep You Small

1. “I don’t have the money”

Sasha sobbed and whined for 10 years about what a great film she could make if she only had $5M.

One day she picked up a $200 digital camera, wrote a script, and shot her first web episode.

Last night she was a finalist for a Shorty award for best Web show.

She has been recently featured in 6 cool blogs here and in Europe for her web series.

She didn’t need the $5M.

She did need to say good-bye to her favorite problem.

Don’t throw money at your problem.

Throw your ingenuity, your creativity, your street smarts.

You will have a far more inventive brain, not to mention a more flexible, creative, and successful business.

2. “I’m too busy”

OK, this is painful.

You don’t have the time because you don’t want the time.

You’re scared of what might happen if you had it.

Either for traumatic reasons which are beyond the scope of this article, or because being busy is safe, and looks productive, so you don’t want to give it up.

John was suffering in his $200K business. He wanted to write novels, not run a business. And the daily trivia was eating him alive.

One day he ran out of the office and signed up at a gym.

He felt incredibly guilty. He worked out for an hour, and sneaked back to his desk.

At first, his employees guessed where he’d been and sneered. His family didn’t understand why he was “goofing off.” But he kept at it.

John had stumbled onto one of the golden secrets of time management: He began to manage his energy, not his time.

Six years later, he has outsourced most of his employee work.
His business hit half a million.
He’s published his third novel.
He takes time for lunch every day.
And he’s still working out.

John is acutely aware of what brings his energy up, and what saps it.

He is a black-belt at energy management.

And all the time he needed magically appeared.

3. “I can’t.”

I hate to tell ya, but this is code for “I won’t.”

There is someone out there with your exact same problem who said “I can…”

And they made it happen – wealth, love, super health, fame, you name it.

They said “I can” and did what it took to get there.

Because when you say “I can’t,” you are telling the world that you’re comfortable with your problems, thank you. You’re not going to budge.

Get your mind out of this highly dangerous rut – now.

Just say “I won’t” instead of “I can’t” and see if you cringe.

Good.

Time for that phrase to disappear – your life is waiting.

Nothing is impossible but the limits you set.  Nothing.

7 Signs You’re Not in Business to Make Money

My friend Lisa is charismatic, full of beans and always up to something.

We had a ball when I was back East in December.

I hadn’t talked to her since, though, because she’s been too busy.

“I’m sorry!” she laughed.  “I’ve been slammed with 10-hour days and I just can’t seem to get a break.”

“But you’ve been working 10-hour days for the last 5 years,” I said. “When does it stop?

To my surprise, she was near tears.

“I don’t know how to stop,” she said.  “I can’t do this much longer.”

Lisa is a brilliant consultant.  Her clients love her.  She loves them.

She’s been a Best Kept Secret for a long, long time.

What’s the scoop?

Lisa didn’t start her business to make money.

She started it to be liked.  To be loved, really.

And by that standard, she’s a brilliant success.

And close to broke.

Lisa is not alone.  There are 7 tell-tale signs that will let you know if you’re steering your ship with the wrong compass.

Here they are and here’s how you can turn the ship around.

(And let me know if you’re willing to take the Truth or Dare Test.)

  1. You get an “A” from your clients for friendliness, helpfulness, likeability and ease.
  2. You give “a little extra time” to clients who need it, and a lot of them need it. (If you give “just 15 minutes” of extra time  3 times a week, and you bill at $250 an hour, you are losing $12,450 a year.)
  3. You give speeches and get amazing feedback, thanks, and more offers to speak.  No sales.
  4. People like you but… They don’t know how to work with you – it’s not clear to them.
  5. You have so many things on your to-do list you have no time to build your business.  This drives you crazy, but you can’t stop.
  6. You scream that you can’t afford help, you work til midnight, and you can’t get ahead.  Still, everyone thinks you’re terrific.
  7. You do a lot of “covert” apple polishing.  If you have a coach, you carry out their instructions but somehow, their instructions never work for you.

If you answered “yes” to more than 2 of the above, you are probably not in business to make money.

It’s OK.

Many people aren’t.

Did you know that?

But the smart ones know it –- they’re in business to fulfill a mission, or to change the world.

The smart ones work with a business mentor who can turn their mission into Mission Monetized.

(It’s easier to change the world if you’re wealthy.  The movers and shakers in the Bible were wealthy men.)

How can you switch to include “making money” in your priorities?

  1. Rock-Solid Boundaries.   Have programs in place that your clients have to follow – or else.  If they want to work with you, they buy your packages, on your terms. Whenever you get tempted to “bend the rules,” and you will, tell them your business mentor will not allow it.
  2. The Truth Or Dare Test. Go to the bank.  Get a $100 bill.  Take it home.  Sit at your desk.  Set it on fire and burn it up. Now… do you still want to give “just an extra 15 minutes” to your “best” clients?
  3. “No” is the single most powerful word in the English language. We react to it much more strongly than the word “yes.” “No” is a natural protection mechanism. Have a “NO NOTE” taped by your computer.  It contains phrases you will repeat every morning before you work, and as needed. when the situation arises. And in my next article, I will tell you what they are.

You can have a good time, you can have wonderful clients, and you can make a lot of money.

There’s a light at the end of your tunnel.

Tame your business and your life will bloom.