Experts Academy - Participant Slides - Oct2010.Pptx

Expert: A person with a high degree of skill in or knowledge of a certain subject; A credible authority who defines what to pay attention to, what things mean, how things work, and how things might turn out. An informed person who gets PAID for their insight… YOU!

Becoming a highly-paid expert … right now

How do you use your life’s story and the   advice you have for others on how to succeed   in life and business to quickly build a   mul9‐million dollar “expert” empire?  Basically….  How do you start from scratch TODAY and  become the next guru in your industry?  (Think Brian Tracy, Tony Robbins, David Bach, John  Gray, Debbie Ford, Frank Kern, Deepak Chopra,  Barbara D’Angeles, or any other guru who   makes real money by helping others succeed)  Copyright © 2008-2010 The Burchard Group. All Rights Reserved. Do not duplicate or distribute without permission.

1

The Expert Lifestyle

  You _____ ______ by creating ________ that can improve their life

  Your work is based on your ________ and knowledge

  Your work is in “________ and ________”

  You work ________ and anytime, starting now

  You work with who you want

  Promotions are based on ________

  Your pay equals the ________you deliver, not the hours you work

  You don’t need a large ________

  The ________ for success are simple and cheap

  Financial income is ________ to any other industry (a very good thing!) Copyright © 2008-2010 The Burchard Group. All Rights Reserved. Do not duplicate or distribute without permission. Visit ExpertsAcademy.com

2

NOTES

Notes from Brendon Burchard’s Experts Academy. www.ExpertsAcademy.com

3

5 Expert Wealth Pillars

The Expert Money Funnel Press, Promotion, Presentation or Personal Contact

Newsletter, Ebook, Report

$

Book, Audio/Video, Membership Speeches Training, Consulting Seminar, Event, Conf, Retreat

$$

Certification Coaching $$$$

Copyright © 2008-2010 The Burchard Group. All Rights Reserved. Do not duplicate or distribute without permission. Visit ExpertsAcademy.com

5

NOTES


6

The MILLION DOLLAR PLAN

1. Create a _____________ Product Sell just seven (7) units a week, which equals 28 a month.  28 a month at $197 = $5516 per month  $5516 per month X 12 months = $_________ per year 

Copyright © 2008-2010 The Burchard Group. All Rights Reserved. Do not duplicate or distribute without permission.

7


2. Create a _____________ Program  (Subscrip9on/Membership)   Get 100 people into your monthly training program   100 people at $97 a month = $9,700 per month  $9,700 per month X 12 months = $_______ per year 


8


3. Create a _____________  Sell just two (2) units a day, which equals 60 a month.   60 a month at $497 = $29,820 per month  $29,820 per month X 12 months = $________ per year 


9


4. Create a _____________  Sell 50 Jckets to a $1997 seminar = $________ per year 


10


5. Create a High Priced _____________  Get 15 people into a high‐value coaching program  15 people at $2,000 a month = $30,000 per month  $30,000 per month X 12 months = $________ per year 


11

The MILLION DOLLAR PLAN Your Cash Summary Baby…. 1. Create a Consumer-Priced Product Sell 28 a month at $197 = $66,192 per year

2. Create a Low-Tier Continuity (Subscription) Program

Get 100 people at $97 a month = $116,400 per year

3. Create a High Priced Product= Sell just 60 a month at $497 = $357,840 per year

4. Create a High Priced Seminar Sell 50 tickets to a $1997 seminar = $99,850 per year

5. Create a High Priced Coaching Program

Get 15 people at $2,000 a month = $360,000 per year

>>>>>>>>>>>>>>>>>> GRAND TOTAL: $1,000,282 Copyright © 2008-2010 The Burchard Group. All Rights Reserved. Do not duplicate or distribute without permission.

12

NOTES


13

Millionaire Expert Myths

  ________ or “Get lucky”

  Wealth From ________

  Fame = Success

  ________ = Success

  ________ = Power

  ________ = Power

  Years = Credibility

  ________ = Credibility

  ______ Makes You Rich

  ________ Make You Rich

  I Must Be A Brand

  I Must Be A ________


14

NOTES


15

8 Things Highly-Paid Experts Do

  Choose ________

  ________ their subject and ________ other experts, intensely looking for patterns and ________

  Create ________ on what to pay attention to, what things mean, how things work, and how things might turn out

  Simplify complex ideas by building ________

  Write, speak, record, ________ their knowledge

  ________ (not promote) their expertise

  _______ expert fees (MORE than you would think!)

  Focus on ________, ________ and ________ Copyright © 2008-2010 The Burchard Group. All Rights Reserved. Do not duplicate or distribute without permission. Visit ExpertsAcademy.com

16

NOTES


17

What You Need to Win 1

2

2

Right ________

Right ________

Right ________

•  Focused audience •  Story of struggle •  Story of finding the ________ •  Solution framework •  Proven results

•  Easily consumable and ________ solution

•  Fresh, content-driven campaigns

•  ________ info

•  Strategic ________

•  Good value with high $$ margins •  Awesome product/ fulfillment

Copyright © 2009 The Burchard Group. All rights reserved. Proprietary Content. Do not duplicate or distribute without permission.

•  Promo partners •  Shopping cart and client management system 18

NOTES


19

How to Succeed This Weekend

  “________” to learn

  Know that statistically “streaks” don’t exist

  Be ________

  Start over

  Heed the ________secret

  ________ the one you’re with


20

NOTES


21

The Elements of Success CONFIDENCE

COMMITMENT

CLARITY

COMPETENCE

COACHING


22

NOTES


23

The Four Mandates for Highly-Paid Experts

________

________


________

________

24

NOTES


25

Strategize > Synthesize > Systemize > Sell 1. Define Your Strategize

______________

2. Decide How You Will________ 3. Develop ________ 4. Design the ________


26

NOTES


27

Strategize > Synthesize > Systemize > Sell 1. Define Your Passions Strategize

  What do you love to ________?

  What do you love to ________?

  Who do you love to ________?

  What topic will you ________?


28

NOTES


29

Strategize > Synthesize > Systemize > Sell 2. Decide How You Will Serve Strategize

  Who do you want to be? Author, Speaker, Coach, Seminar Leader, Online Marketer, Media Celebrity?

  Not which one, which one ________

  Do you want to ________ through audio, video, media?

  No matter what, hang your ________!


30

NOTES


31

Strategize > Synthesize > Systemize > Sell 3. Develop Skill Strategize

  What ________ are needed to succeed?

  Which of those skills do you want to ________?

  Which can be ________?

  Above all, ________ the skills you need for long-term success!


32

NOTES


33

Strategize > Synthesize > Systemize > Sell 4. Design the Infrastructure Strategize

  Build a ________, not a business

  TERMS < ROI+FB+PD+L

  5-15-80 Rule

  Friday 50 Club

  90-day Retreats

  What ________ will it take to attract and sell customers?

  What ______ will you need and WHEN?

  What will the ______ requirements be?


34

NOTES


35

Strategize > Synthesize > Systemize > Sell 1. Know the ________ Synthesize

2. Assess the ________ 3. Summarize ________ 4. Create Your ________


36

NOTES


37

Strategize > Synthesize > Systemize > Sell 1. Know the Customer Synthesize

  Customer targeting comes down to two questions: 1. Who needs my ________?” 2. Who can I create ________ for?”

  For experts, riches are in the ________

  The Million-Dollar Questions: 1. ________________________? 2. How can I ________________and make their lives easier and more interesting?


38

NOTES


39


Can you finish these sentences?

  Most of my prospects feel they’re ________ in this area…

  Most of my prospects would pick a fight to ________________that…

  Most of my prospects have ________how to…

  Most of my prospects have ________to…

  Most of my prospects ________________…

  Most of my prospects are ________ that…


40

NOTES


41


Getting to Know Your customer…

  Google search Look for groups/forums, products/price points, events, competitors, popular sites, “pipers”

  Quantcast.com (a must use!) Enter in a website, get info like visitor numbers and attributes like gender, age, income, ethnicity, number of children, and educational attainment.

  Media “sneeker” Get demographics from magazines via ad requests


42

NOTES


43


The Customer Insight Formula:

  What ________you the most about your business (or life)?

  What are you trying to _______________?

  What do you think you’d need to ________________ (or happiness) this year?

  What ________ have you ________to improve your business (or life) that worked and didn’t work?


44

NOTES


45

Strategize > Synthesize > Systemize > Sell 2. Assess the Competition Synthesize

What are your customer’s choices?

  What problems are they being told they have?

  What ________ are already being offered?

  What ________ are the solutions delivered in?

  How are they sold – what’s the “sales flow”?

  What benefits are they told they’ll get?

  What other experts are being referenced?

  What ________ are they being offered?

  What price points are they being sold at?

  What payment terms are offered?


46

NOTES


47

Strategize > Synthesize > Systemize > Sell 3. Summarize Content Synthesize

  What are the 5-7 things all the experts seem to be saying in your niche?

  What are the 5-10 ________ you’ve learned that people should know?

  What are the 10 questions your ________ seem to have?

  What are the 10 questions your customers _________ asking?


48

NOTES


49

Strategize > Synthesize > Systemize > Sell 4. Create Your Positioning Synthesize

Be clear about these things…

  ________ do you want to help?

  ________ do you want to help them?

  Why are you ________?

  What struggles have you faced and overcome?

  Where are you ________?


50

NOTES


51


Powerful brand story themes…

  Woe to Win

  Finding (or stumbling upon) the magic bullet

  ________________

  The tough choice for good

  The switch from victim to victor

  The switch from self-absorbed to serviceminded

  The family play

  ________________

  The shitster story

  The “no one believed” and “told you so”

  The ________ epic


52

NOTES


53


The Expert Positioning Formula

               

Experience ________ Exposure Endorsements Envy ________ Entourage ________


54

NOTES


55


The Expert Biography Stack:

  Position (title, job, role)

  Personal Path (their journey, experience, struggle)

  ________ (results – rags and riches)

  Praise (testimonials)

  Paying Clients (list of clients)

  Press/Performances (as seen on, quoted in…)

  ________ (you’re told about them)

  Partnerships (other people believe!)

  ________ (brilliant!)

  Popularity (most viewed, visited, sold, read)


56

NOTES


57

Positioning: The Entrepreneur’s Mistake Meet Vince, the Entrepreneur Vince Shorb is the founder and CEO of NEW-GEN MEDIA, a company that provides real world financial education to today’s young adults. Flat-out broke by age 23; he scrapped by until age 26. Then starting with close to a zero-net worth it was just six years later that he’d made his first million dollars. He also is the founder and CEO of VeShore Commercial Capital, LLC, a California-based real estate business that invests in mortgage notes, real estate tax liens, foreclosures, and flipping pre-construction properties. He has shifted focus to investing in America’s youth and is dedicated to educate young adults in hopes of closing the financial literacy gap. His new multi-media, practical financial education course, Financially Free By 30, addresses the needs of young adults to educate themselves about wealth creation.


58

Positioning: The Expert Reframe Meet Vince, the Expert Vince Shorb is the author of Financially Free by 30 and President and CEO of The National Youth Financial Educator’s Association, the only governing body certifying speakers and educators on how to effectively educate youth on personal and educational finance. Vince is also founder of MoneyX, the nation’s first event teaching youth the value of entrepreneurship and financial responsibility via extreme-games entertainment, celebrity appearances, and sponsor showcases. As creator of the multi-media, wealth creator course for youth, Financially Free By 30, Shorb is the nation’s leading expert on the topics of youth entrepreneurship and financial literacy. Meet Vince at www.VinceShorb.com.


59

Positioning: The Entrepreneur’s Mistake Meet Kristy, the Entrepreneur Kristy Hall’s academic background includes undergraduate degrees in Business Administration and Languages (French & Spanish) along with a law degree from George Mason University School of Law, with an emphasis in international business law. After law school, Kristy practiced communications law at a firm in Washington, D.C. for four years. She then served as Regional Counsel & Director of Government Affairs for the 5th largest cable operator in the country for three years. Kristy has completed an Intensive Spanish Language Program at Pontificia Universidad Javerianna in Bogotá, Colombia, and the Principles & Techniques of Fund Raising at the Indiana University Center on Philanthropy. She also holds a Certificate in Nonprofit Management from Georgetown University.


60

Build a Brand: Experts Reframe Meet Kristy, the Expert Kristy Hall is the President of Universal Synergy Consulting, a boutique consulting services company helping nonprofit organizations and NGOs across the globe accomplish their mission. As an inspiring leader and in-demand speaker, trainer and coach, Kristy has helped hundreds of leaders and organizations around the world more effectively and efficiently raise funds and execute against their vision. Recently, Kristy has been a featured speaker at the 2008 Global Engagement Summit at Northwestern University in Chicago and at the 2008 Nonprofit Congress in Washington, DC. Kristy's products and presentations on nonprofit leadership, advocacy, fundraising, and board development have made her an in-demand and innovative expert in the nonprofit world. Kristy holds a Certificate in Nonprofit Management from Georgetown University and has completed the Principles & Techniques of Fund Raising program at the Indiana University Center on Philanthropy. Meet her at www.universal-synergy.com.


61

NOTES


62

Strategize > Synthesize > Systemize > Sell 1. Create Your ________ Systemize

2. Choose the Solution ______ 3. Create the ________ 4. Create the ________ to Sell


63

NOTES


64

Strategize > Synthesize > Systemize > Sell 1. Create Your Framework Systemize

The absolute importance of a framework…

  A framework ________ your ideas

  A framework is ________ beyond you

  A framework is nameable, protectable and ________

  A framework always answers a ________


65

NOTES


66

Framework: What habits to effective people practice?


67

Framework: What moves a company from good to great?


68

Framework: What questions should we ask about life?


69

Framework: What do leader’s actually do?

LEADERSHIP ENVISON ENLIST EMBODY EMPOWER EVALUATE ENCOURAGE Copyright © 2008-2010 The Burchard Group. All Rights Reserved. Do not duplicate or distribute without permission. Visit ExpertsAcademy.com

70

Framework: What traits do successful people have?


71

Framework: How do I master my emotions?

FOCUS

EMOTIONS

LANGUAGE/ MEANING

PHYSIOLOGY Source: Tony Robbins  Copyright © 2008-2010 The Burchard Group. All Rights Reserved. Do not duplicate or distribute without permission. Visit ExpertsAcademy.com

72

Framework: What measures indicate high-performance?


73

The Four Mandates for Highly-Paid Experts

________

________


________

________

74

NOTES


75

Strategize > Synthesize > Systemize > Sell 2. Choose the Solution Vehicle Systemize

________= books ebooks newsletters training manuals sample docs articles transcripts


________= mp3s audio CDs podcasts radio shows voice broadcasts teleseminars

________= web video DVDs online broadcasts direct to TV app video

76

NOTES


77

Strategize > Synthesize > Systemize > Sell 2. Choose the Solution Vehicle Systemize

________= seminars conferences retreats expos adventures bootcamps


________= 1-on-1 coaching group coaching masterminds certifications continuity mentorships implementation

78

NOTES


79

Strategize > Synthesize > Systemize > Sell 3. Create the Product/Program Systemize


80

NOTES


81


  Rule 1: Your solution must solve a ____________ and be easy to consume, understand and take action on

  Rule 2: Your solutions should be “________”

  Rule 3: Your solution should have been tested, with results/testimonials as PART of the product

  Rule 4: ________drive more value and earn more money, so mix print, audio, video

  Rule 5: Your solution needs to be ________

  Rule 6: Your solution should include other ________


82

NOTES


83


  Rule 7: Your solution should have a “___________”

  Rule 8: Your solution should have ridiculous ________

  Rule 9: For experts: Products = $ Programs = $$

Services = $$$

  Rule 10: You should create your solution in 1-2 ________ tops (or you never will)

  Million Dollar Secret: Whatever is created is just STEP ONE for the customer – what’s their “____________”? Copyright © 2008-2010 The Burchard Group. All Rights Reserved. Do not duplicate or distribute without permission. Visit ExpertsAcademy.com

84

NOTES


85


①  ②  ③  ④  ⑤  ⑥  ⑦  ⑧  ⑨ 

Here’s who I am and what I do… Have you ever had any of these challenges… Me too – here’s my story of struggle… Here’s my story of finding the solution… Here’s the results I’ve gotten and I’ve helped other people get since then… Here’s what I found about the old world vs the new world (myths/trends) Here’s the solution (step-by-step system) Here’s the most common mistakes in implementing this (the do’s and don’ts) Here’s the first thing to do once you finish this…


86

NOTES


87

Strategize > Synthesize > Systemize > Sell 4. Create the Systems to Sell Systemize

  Here’s what all experts (who get paid) need at BARE MINIMUM:

         

Optin Page Sales Page ______________ (rec. Infusionsoft) Merchant account (rec. Powerpay) ______________(rec. Disc.com)

PLUS as you build…

  Assistants

  ____________, copy writer, website designer, customer service rep Copyright © 2008-2010 The Burchard Group. All Rights Reserved. Do not duplicate or distribute without permission. Visit ExpertsAcademy.com

88

NOTES


89

Strategize > Synthesize > Systemize > Sell 1. Design ________ Strategy Sell

2. Get ________ 3. Drive ________ 4. Sell Deeper, then ________


90

NOTES


91

Strategize > Synthesize > Systemize > Sell 1. Design Campaign Strategy Sell

Your Promotion Sequence Must Overcome The Only Reasons People Don’t Buy:

  They don’t understand ________________

  They don’t want it

  They don’t believe ________

  They don’t believe they can ________

  They don’t believe they can afford it

  They don’t want it ________!


92

NOTES


93


Create Campaigns that Push “Buying Levers: 1)  2)  3)  4)  5)  6)  7)  8)  9)  10) 

The The The The The The The The The The


“________” Lever “Now” Lever “Delay” Lever “________” Lever “Social” Lever “________________” Lever “Try” Lever “Touch Me” Lever “Narcissist” Lever “________” Lever

94

NOTES


95


A Campaign is NOT a Promotion

  A promotion is a singular incident, a campaign is a ________ event

  A promotion gets interest, a campaign ________

  A promotion is a “push” a campaign is a “________”

  A promotion ends at a sale a campaign leads down the “________”


96

NOTES


97

Strategize > Synthesize > Systemize > Sell 2. Get JVs Sell

JVs are ALL AROUND YOU…

  Focus on “________ ________”

  10 friends with 500 people on their list promote your optin page.

  They get a 10% conversion. That gives you 500 new subscribers. You basically just doubled your list. (From 500 to 1000)

  500 becomes 1000 becomes 2000, 4000, 8000, 16000, 32000, 64000, 120,000


98

NOTES


99

Strategize > Synthesize > Systemize > Sell 2. Get JVs Sell

  Find out who is selling to your audience by visiting Clickbank.com, Quantcast.com, Google.com

  Get results for yourself, and results for affiliates

  Offer them your free stuff.

“I have a really high-value free webinar that you can give your audience. I’ve charged $4,995 for this in the past, so they’ll really appreciate you hooking them up. If they opt-in and like it, they might order my $2,000 new product. If they do, I’ll give you $1,000. So, you’re giving super high-value free stuff to your list and making money for it. If you’re game, I’ll send you a custom email and link to send your list. All you have to do is hit send. Other big shots like Brendon Burchard are in on this, so I know you and your audience will love it. Happy to promote your next launch too. ”


100

NOTES


101

Strategize > Synthesize > Systemize > Sell 3. Drive Traffic Sell

If I could only do four things for traffic…

  ________________ for organic search

  JVs

  ________ (Google and Facebook)

  Media and Social Media


102

NOTES


103

Strategize > Synthesize > Systemize > Sell 4. Sell Deeper, then Broader Sell

Selling is NOT scary or a bad word…

  You become the ________ when you have something to SELL that provides the solution when someone is looking for it.

  SECRET: the MORE good stuff you have to sell the MORE you are a perceived authority

  Selling is ________: Explain what you have, how it solves problem, why it’s a good value, and what people must do to get it.

  All you have to do is ________ people on why they should buy your information. Marketing for experts is really just temporary or “teased” training! (YAY!)


104

NOTES


105


  Increase your number of ________

  Increase your ________ in the niche

  Sell deep for ________________

  Broaden to “________” expert

  But don’t stray too far…


106

NOTES


107


  ________ like dinner depended on it

  Answer questions within the day

  Have a live person option

  Provide ________

  Over-deliver with four surprises

  Handle returns ________

  Say ______ ______ ALOT


108

NOTES


109

WRITING Make millions onstage SPEAKING Create million-dollar SEMINARS Sell your expertise for millions ONLINE Generate millions by COACHING Become a millionaire

Become a millionaire

WRITING

  50,000+ copies of The Student Leadership Guide

  72+ sales of The Student Leadership Guide Instructor Guide

  180,000+ downloads of The Leader’s Guide to Innovation

  $550,000+ in foreign advance sales of Life’s Golden Ticket, breaking 12 out of 16 foreign sales

112

Maddeningly Common Author Myths Only great writers get published and make money. It takes forever to write a good book. A publisher will make me successful. My book will make me credible and rich.


113

NOTES


114

Author Mind Games What makes a great book?

Self-Publish or Major Publisher?

How do I get an agent and publisher?

How do I best promote my book?

What backend should I create?

What should I do 1st and continue to keep in mind?


115

Elements of a Great Book

  _____________ What makes a great book?

  ________ - Conflict, Character, Change

  Structure - Linear, Looping, Case Building

  ________ - What to pay attention to, What things mean, How things might turn out, What to do next

  _________ - Turns, Transitions, Counter intuitiveness

  _________ - Staying tight with the message, and true to the characters and audience


116

NOTES


117

Why NOT to self-publish by Scott Hoffman, Folio Literary Agency Self-Publish or Major Publisher?

  Your _____________ will never, ever be as good as a good traditional publisher.

  You will never, ever get the publicity and earned media that you can get if you’re published by a publisher reporters and reviewers have heard of.

  You won’t get the automatic assumption of ________that comes with being published by a household name.

  If you ever want to work with a traditional publisher (unless you can sell _______ copies through regular trade channels).

  _____________.


118

NOTES


119

Who should self-publish by Scott Hoffman, Folio Literary Agency

  _____________ Self-Publish or Major Publisher?

  Control Freaks

  People whose expertise is in a highly esoteric subject and/or those whose expertise is too expensive for the general public

  (Maybe) People whose _____________ sales are going to be higher than their trade sales

  (Maybe) People whose access to retail value chains is better than a traditional publisher’s

  (Maybe) 1%-ers


120

NOTES


121

Realities of Self-Publishing Self-Publish or Major Publisher?

               

             

Concept design Cover design Editing Interior text layout File setup Printing Pricing strategy Distribution (Ingram, Baker&Taylor, Amazon, BN, Borders) Warehousing Order fulfillment & backoffice Bibliographics and barcodes Marketing Consulting PR release Sales information and reporting Returns handling


122

NOTES


123

Finding Your Agent How do I get an agent and publisher?

  First, do you want an agent?

  ________________ from other books and Literary Market Place

  Create your pitches and queries: Here’s Here’s Here’s Here’s Here’s Here’s


what _____________ what _____________ who _____________ why _____________ why __________ & ___________ how ________________

124

NOTES


125

Creating Your Book Proposal How do I get an agent and publisher?

  Agents and publishers (and you) NEED a _____________

  Book proposal structure (see your resource guide for examples)

                     

1 Page Summary Book Overview Praise for Book Author Bio Praise for Author, Work Previous Works (if applicable) Audience Promotions/Partnerships Comparative Titles Contents & Chapter Summaries Sample Chapters


126

NOTES


127

Best Book Promotions

  “_____________” from your website How do I best promote my book?

  Amazon best-seller affiliate campaign

  Special sales

  _____________

  Youtube channel / Facebook videos

  Press tour (radio, tv)

  Free _____________ _____________ with backend offerings

  Incorporated sales

  Desktop/mobile apps


128

NOTES


129

The Book is the Beginning!

  Bare Minimum Backend: What backend should I develop?

  _____________ program ($47-$197)

  Low-tier _____________ program ($29-$97 per month)

  Mid-tier product ($197-$997)

  _____________ upsell ($49-$1500)

  Keynote speech ($5,000-$10,000)


130

NOTES


131

Own It: You are an Author

  Block time and _____________! What should I do 1st and continue to keep in mind?

  Write the book!

  _____________!

  THEN create the website

  THEN go after agents, publishers (or self-publish)

  Prepare for the “60 day sadness” and the “_____________”

  Promote like dinner depends on it

  _____________ – at least a Pulitzer a year


132

NOTES


133

Make millions onstage

SPEAKING

Maddeningly Common Speaker Myths Only ______ speakers get booked and make money. It takes _______ to build a speaking career. A _____________ will make me successful. My _____________ will make me credible and rich.


135

NOTES


136

Speaker Mind Games What makes a great speech?

How do I structure a great speech?

How do I find clients?

How do I promote my speaking career?




137

Elements of a Great Book Speech

  Unique Voice What makes a great speech?

  Story - Conflict, Character, Change


  Strategy - What to pay attention to, What things mean, How things might turn out, What to do next

  Surprise - Turns, Transitions, Counter intuitiveness

  Singularity - Staying tight with the message, and true to the characters and audience


138

NOTES


139

Elements of a Great Speech

  _____________ What makes a great speech?

  Clarity of _____________

  _____________

  Clear, relevant ___________________

  Emotional Rollercoasters

  Memorable _____________

  Lasting ________________


140

NOTES


141

Sample Keynote Structure

  Express _____________ (plight and hope) How do I structure a great speech?

  Explain why they have to figure something out, what problems they’ll avoid and _____________ they’ll receive

  Share your “woe to win” and “solution search” story

  Offer _____________

  Offer case studies

  Expose common ____________________

  Share another _____________ (choose driver: either heart or action)

  Sneak _________________into wrap-up


142

NOTES


143

Clients are Everywhere… if you LOOK.

  Spy and steal How do I find clients?

  Zero in on conferences in magazines

  _________________ and civic groups

  “Million-dollar _____________”

  Your list and “friends”

  Network like mad

  Add value like mad

  Start your own _____________


144

NOTES


145

Clients are Everywhere… if you CHASE THEM. How do I promote my speaking career?

  Forget brochures and demo DVDs!

  STOP thinking event planners and executives are _____________!

  _____________ event planners and executives with _____________, then they will see you as an expert!

  _____________ consistently, every month (See resource guide for campaign example)

  _____________ and help EVERYONE relevant in your industry and on your topic


146

NOTES


147

Clients are Everywhere… if you CHASE THEM. What should I do 1st and continue to keep in mind?

1. 

________________

2. 

Target your clients

3. 

Create your campaign materials

4. 

Brand your website

5. 

Put up a ton of _____________

6. 

Campaign, campaign, campaign

7. 

Say no to a life on the road by building out a _____________


148

NOTES


149

Create million-dollar

SEMINARS

Maddeningly Common Seminar Myths The time to do a seminar is after I’ve “________.” Seminars are too __________ for me to do. I can’t charge a lot for so I’d better sell ___________. People don’t like to be “_____” at seminars. Big name speakers and celebrities will help _____________. Copyright © 2008-2010 The Burchard Group. All Rights Reserved. Do not duplicate or distribute without permission. Visit ExpertsAcademy.com

151

NOTES


152

Seminar Leader Mind Games What makes a great seminar?

How do I create content for seminars?

How do I get guest experts to speak at my event?

How do I promote a seminar?




153

Elements of a Great Book Seminar

  Unique Voice What makes a great seminar?

  Story - Conflict, Character, Change


  Strategy - What to pay attention to, What things mean, How things might turn out, What to do next

  Surprise - Turns, Transitions, Counter intuitiveness

  Singularity - Staying tight with the message, and true to the characters and audience


154

NOTES


155

Elements of a Great Book Seminar

  ___________ on your promotions What makes a great seminar?

  Nail _____________

  Set expectations

  Make content clear, easy to understand, and _____________

  Manage the ________ of the room

  Answer common questions before asked, and keep Q&A tight

  Engage with call-backs, goading, coupling, and group work

  _____________ what/when you sell


156

NOTES


157

Details, details… What makes a great seminar?

  Book smaller hotels and room blocks than you think you need

  Overtrain assistants and volunteers

  Nail registration

  Brand the room and presentation

  Ask what the audience wants to learn

  Don’t use smaller than 18pt on slides

  Go “_____________” with content

  Do “__________” or testimonials after breaks

  Schedule Q&A time to stay on time

  Do a VIP event

  Create emotional roller coasters EVERY hour!

  Show your expertise, over and over and over

  Get tons and tons of _____________

  _____________, water and energy!

  ________________ to make the next one twice as good


158

NOTES


159

Details, details, and MORE details…

  Rule 1: ALWAYS use an _____________ What makes a great seminar?

  Work WAY in advance

  Get a ________ conference room than needed

  Don’t get suckered into a _____________ block

  Read the _____________ fine print

  Set the expectation for future events

  Set the expectation they work for you (they do!)

  _____________!


160

NOTES


161

Create and Structure Great Content How do I create content for seminars?

  _____________everything you know, research books and other seminars, discover customer FAQs and SAQs, and create a clear framework/process to train

  Start with the dream

  Expose _____________

  Share your “woe to win” story

  Share what they need to succeed

  Explain_____________ with an overview, then dive deep

  Provide tons of ___________ and real-life examples as you break down frameworks


162

NOTES


163

Proof and Value are the Best Motivators How do I get guest experts to speak at my event?

  First, do an event _____________

  Next, offer to _____________ to the person before ever asking anything of them

  Decide if you are going to pay them (_____________) or split sales with them (platform _________, almost always 50%)

  Ask 4-6 months in advance

  ALWAYS get a _____________ (see resource guide for example)

  ALWAYS make sure their topic and training adds value to the audience

  ALWAYS ask them to _________________


164

NOTES


165

Promoting is Adding Value How do I promote my seminars?

  Do a _____________ - 3 value add videos, then a sales video

  Do “_____________” where you interview speakers who will be speaking at your event to generate excitement

  Do a _____________ letter

  Get _____________ to promote

  Require _____________ to promote

  Traditional media, in general, is worthless


166

NOTES


167

The Backend is THE Most Important $Measure

  Continuing education is a MUST What backend should I develop?

  Don’t forget _____________ profit - Sponsorships/Exhibitors - VIP/Upgrade offers

  10 common backends

                   

_____________ _____________ Guest speaker programs Mastermind _____________ Certification Continuity DFY services (Done For You) _____________ _____________


168

NOTES


169

Beginning is Everything What should I do 1st and continue to keep in mind?

1. 

_____________!

2. 

Research books and other events

3. 

Invite speakers

4. 

Create _____________ (videos, teleseminars, direct mail, etc)

5. 

Book hotel

6. 

_____________ like crazy

7. 

Be BETTER than the other events!

8. 

WOW your audience

9. 

_____________


170

NOTES


171

Sell your expertise for millions

ONLINE

Maddeningly Common Online Myths Only savvy “_________” make money online. I need a _________ to make money with my info online. I need highly branded, hugely _____________. _____________ will make me rich.


173

NOTES


174

Online Info Marketer Mind Games What makes a great website?

What should I be doing online?

What should I NOT be doing online?

How do I get affiliates to promote my stuff?

What should I be doing with social media?



175

Elements of a Great Website

  The ONLY point of an expert’s homepage is to: What makes a great website?

①  _________ through content and community In doing so, you position yourself as an expert, show distinction, and build trust and rapport ②  _____________ If you don’t capture customer contact (ie. Email), you can’t add more value after they leave or sell them in the future. ③  _____________ If you create and feature your products and services and offer them intelligently, people buy and you make money. Nothing to sale = No income.


176

NOTES


177

If anything, do these 6 things online

  Home Page ATM What should be I be doing online?

  Monthly Value Training

  90-Day Mini-launch

  1-Page Membership Sites

  Affiliate Monthly Offers

  Video Traffic Drivers


178

Home Page ATM Wireframe/Components BANNER IMAGE, TAGLINE  Benefits Headline  Get your next FREE video  “Title of Video” by entering your  name and email below.  First Name  Email 

Something else FREE  Headline  First Name 

FEATURED  PRODUCT 

Email  Copyright © 2009, 2010 The Burchard Group. All Rights Reserved. Do not duplicate or distribute without permission. Visit ExpertsAcademy.com

MEET YOU 

FOLLOW YOU  Blog and  Social media  feed/links  179

NOTES


180









181

Monthly Value Training

  Every month send a content-only email to your list, including a link to a new video you created for them that is posted on your blog.

  No selling

  Ask your list to post comments on the video on the blog. Ask FOUR times:

  1st: In the PS of the email saying, “Please post a comment and tell me what you think of the video and feel free to answer any questions. I’ll be answering questions and reviewing comments personally.”

  2nd: On the blog above the video

  3rd: In the actual video

  4th: Under the actual video in text

Copyright © 2009, 2010 The Burchard Group. All Rights Reserved. Do not duplicate or distribute without permission. Visit ExpertsAcademy.com

182

NOTES


183

Monthly Value Training EXAMPLE Subject: how to X  John,  Everyone is always asking me how I ... [overcome problem] …  So, I created a new training video on exactly how I … [achieved results].  I posted it on my blog for you. Watch it now:  hlp://www.YOURLINK.com   In this complimentary video I teach you:  ‐‐ topic that looks like a benefit/secret/contrarian  ‐‐ topic that looks like a benefit/secret/contrarian  ‐‐ topic that looks like a benefit/secret/contrarian  Oh, I’ll also tell you how I … [result] …  Learn how by clicking here.  Enjoy your training John!   ‐‐ Brendon  Ps. Please post a comment and tell me what you think of the video and feel free to answer any quesJons. I’ll be answering quesJons and  reviewing comments personally. Submit your quesJons here:  hlp://www.YOURLINK.com   [FOOTER WITH YOUR ADDRESS AND UNSUB LINK]  Copyright © 2009, 2010 The Burchard Group. All Rights Reserved. Do not duplicate or distribute without permission. Visit ExpertsAcademy.com

184

185

NOTES


186









187

90-Day Mini-Launch

  Every 90 days – that’s FOUR times a year – sell something with a “_____________”

  A mini-launch is sending out 3-5 emails to your list, 3-5 days in a row, that directs them to a new training video on a blog.

  The first videos _________, the last video ________

  The magic of this is that it’s VERY simple.


188

NOTES


189

Mini-Launch EXAMPLE: EMAIL #1 Subject: Speaking? Important RE your message  What's the best way to help others, share your message and grow your business?  My most effecJve strategy, while it sounds basic, is through SPEAKING.  Through public speaking (on stage and on video) you reach thousands, if not millions.  And you can earn a SERIOUS income doing it. But only if you don't buy into the myths about the speaking world.   Here's a complimentary training on the stupid myths of the industry and how to become a highly‐paid public  speaker:  hlp://www.worldsgreatestspeakertraining.com/myths  DISCLAIMER: This will be controversial training because I really expose the problems with the speaking industry,  but I know you'll dig it.  I started from scratch and within no‐Jme at all made millions of dollars and shared the stage with Tony Robbins,  Sir Richard Branson and the Dalai Lama to name a few. This was only possible because of how I approached, and  completely changed, the industry. If you've ever wanted to get paid to share your story, then this is a must watch.  ‐‐ Brendon  Ps. Last week I asked what quesJons people had about speaking and I answered most in this video.Be sure to  post any quesJons on the comments secJon below the video and I'll personally respond.   ‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐   Brendon Burchard  Founder, Experts Academy  Author, Life's Golden Ticket   


190

191

Mini-Launch EXAMPLE: EMAIL #2 Subject: What a GREAT day!!  I hope you're enjoying your Labor Day holiday! I sure am. Yesterday I was honored to be the officiant at  one of my best friend's wedding.  It's amazing what you're asked to do when people know you're a public speaker.  I've been asked to speak at weddings, graduaJons, rallies, grand openings, conferences, retreats,  expos...the list goes on.  I've also been thrilled to share the stage with luminaries and legends like the Dalai Lama, Sir Richard  Branson, Bill Clinton, Tony Robbins and more.  Elite organizaJons like The NaJonal Speaker's AssociaJon, the TransformaJonal Leadership Council  and The Speaker Author Networking Group have all asked me to train their members. How'd it all  begin? How can YOU become a skilled, in‐demand and HIGHLY‐PAID public speaker?  Here's the answers:hlp://www.worldsgreatestspeakertraining.com/success  Some very great speaking lessons there.   Enjoy the training and the rest of your day.  ‐‐ Brendon   Ps. This week I'll open registraJon to World's Greatest Speaker Training. Watch for it.   Only 40 people will get in.   ‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐   Brendon Burchard  Founder, Experts Academy  Author, Life's Golden Ticket  Copyright © 2009, 2010 The Burchard Group. All Rights Reserved. Do not duplicate or distribute without permission. Visit ExpertsAcademy.com

192

193

Mini-Launch EXAMPLE: EMAIL #3 Subject: heads up  Hey ‐ this is a heads up.  Tomorrow I will officially open registraJon to my World's Greatest Speaker Training.  But since you're on my list I'm giving you early noJce. Only 40 people will be allowed to register online because we already  presold Jckets by word of mouth.I wanted you to have a shot at one of those spots.  Watch this video for full details on the program and for a chance to register early:  hlp://www.worldsgreatestspeakertraining.com/start  This program is exactly what its name implies: ... The world's best training for speakers on how to make money and make a  difference with their message.  If you've ever wondered how to promote, perform and persuade onstage and on video, then this is the advanced training you  need.  For the first 40: Don't worry, as an early bird registrant you'll get ALL the insane bonuses menJoned in the video.  It's the best training I've ever created and it's a ridiculously priced offer for the value. Here's your early registraJon link:  hlp://www.worldsgreatestspeakertraining.com/start  I hope to see you there.‐‐ Brendon Ps. Please watch the enJre video so you know what I'm giving you.  Also, if the 40 spots go before the morning, then I simply won't be opening it to the public. Now is your chance. Today's the day.  ‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐‐   Brendon Burchard  Founder, Experts Academy  Author, Life's Golden Ticket  Copyright © 2009, 2010 The Burchard Group. All Rights Reserved. Do not duplicate or distribute without permission. Visit ExpertsAcademy.com

194

195

Mini-Launch EXAMPLE: EMAIL #4 Subject: IMPORTANT  Here's 10 reasons I think this email is important for you:  1. I know you can help others with your story and advice. It's Jme you moJvate and help others in a big way.  2. The best way to get your message out there is via speaking onstage and on video.  3. The highest paying profession in the world is the speaking business.   4. The only reason you're not making serious money speaking right now is that you don't know HOW.  5. I just opened public registraJon to World's Greatest Speaker Training.   Check it out: hlp://www.WorldsGreatestSpeakerTraining.com/start  6. I know that World's Greatest Speaking Training is just that ‐ the best training in the world for speakers.  7. I know that I can help you beler posiJon and promote yourself as a speaker, starJng right now.  8. My co‐trainers and I can help you BRING IT onstage and on video. ( These guys train John Mayer, Eminem, Jeff Bridges, Reese Witherspoon, etc)  9. I've made over $6 million speaking and I WISH someone revealed their secrets to me before I began.  10. I'm giving away over $65,000 of bonuses to people who signup TODAY.  You can get paid to speak at conferences, colleges, corporaJons, associaJons and more. All you have to do is:  A. PosiJon yourself intelligently as a speaker. (We'll teach you that).   B. Promote yourself intelligently as a speaker. (We'll teach you that).   C. Perform onstage and on video like a pro. (We'll teach you that).  D. Persuade well onstage and on video to sell your ideas and products. (We'll teach you that).   E. Profit in your speaking business by managing the business side well. (We'll teach you that).   F. Care about your audience so much that you keep the mission alive. (We can't teach you that).  I hope that helps. Weird email format, I know, but I do believe it's important. Your MESSAGE is important. Help others by sharing your lessons. Speak!  Less than 30 spots remain. See you soon!   – Brendon  PS. I don't think this will be open long. It's also worth watching the video just to see me give away $65,000 worth of bonuses. Not sure anyone has done  that before.  Copyright © 2009, 2010 The Burchard Group. All Rights Reserved. Do not duplicate or distribute without permission. Visit ExpertsAcademy.com

196

NOTES


197

Mini-Launch: Sales Page/Video Secrets 1.  2.  3.  4.  5.  6.  7.  8.  9.  10.  11.  12.  13.  14.  15. 

Get immediate interest with a powerful results headline Offer immediate proof/testimonial for believability Define the problem as a story Share your story of woe-to-win and finding the secret solution known to no one else Detail the benefits of your solution List results and testimonials showing your solution works Tell them the price relative to something more expensive Tell them why the price is so low Announce high-value bonuses for buying now Give a ridiculous guarantee Urgency! Clear Call to Action Easy Payments Guarantee reminder plus testimonial Urgency plus bonus reminder


198

NOTES


199









200

  The simplicity and GENIUS of Brendon Burchard’s pioneering 1 Page Membership Sites

         

_____________ _____________ _____________ _____________ ______________________


201

NOTES


202









203

Affiliate Monthly Offers

  Once a month, ___________ ____from your affiliates

  Make sure the affiliate’s email works!

  Make sure your affiliate is giving something away for free, so that you can say in your email you’re hooking them up.

  Only mail for good products and promos that your list will value and like.

  This process allows you to make money that you don’t have to really do anything for. It’s NICE.

  You should reveal to your subscribers that you will be paid if they buy anything if sending someone to a direct sales flow Copyright © 2009, 2010 The Burchard Group. All Rights Reserved. Do not duplicate or distribute without permission. Visit ExpertsAcademy.com

204

NOTES


205









206

Video Traffic Drivers

  Shoot a _____________ of videos, 10-20 minutes each

  Post them on YouTube and as many video sites as you can (strongly recommend TrafficGeyser.com)

  With the right tags and enough sites playing the video, the videos get ranked high on Google

  This makes it easy for people to search for you and your topic and FIND YOUR WEBSITE so that you can:

           

Home Page ATM Monthly Value Training 90-Day Mini-launch 1-Page Membership Sites Affiliate Monthly Offers Video Traffic


207

NOTES


208

Don’t Do Everything

  _____________ (unless you like it) What should I NOT be doing online?

  _____________ (unless you like it)

  Don’t edit audio or video (ditto)

  Don’t do _____________

  Don’t do anything “_____________”

  Don’t do it for _____________

  Don’t forget _____________

  Don’t _________ to many affiliate promos

  Takeaway: Outsource unneeded skills and run a good business you’re ___________


209

NOTES


210

Affiliates and Mega Launches How do I get affiliates to promote my stuff?

  Affiliate Mega Launch is BASICALLY the same thing as a Mini-Launch, except now you have JVs (joint venture affiliates) sending their people to your videos.

  First, your affiliates send their people to your OPTIN-PAGE.

  Then, their people go to a blog, watch your video, then the next day the same kind of “mini-launch” begins… meaning you just send them 3-5 more emails over 3-5 days and on the last day you sell them something.


211

NOTES


212

213

214

215

NOTES


216

Getting Affiliates How do I get affiliates to promote my stuff?

  To get affiliates, you have to _____________ or be referred to them through someone you know. (That’s why you should attend events and connect within your industry).

  You can also see who else is selling stuff to your desired audience by searching on google and visiting sites like clickbank.com

  Send potential affiliates an email like this…

“I have a really high-value free [video, webinar, report, etc] that you can give your audience. I’ve charged $4,995 for this in the past, so they’ll really appreciate you hooking them up. If they opt-in and like it, they might order my $2,000 new product. If they do, I’ll give you $1,000. So, you’re giving super high-value free stuff to your list and making money for it. If you’re game, I’ll send you a custom email and link to send your list. All you have to do is hit send. Other bigshots like Brendon Burchard are in on this, so I know you and your audience will love it. Happy to promote your next launch too. ”


217

NOTES


218

Making Affiliates Love You How do I get affiliates to promote my stuff?

  Give affiliates all the emails and links they need in advance of the promotion, and during the launch

  ____ ___________with your affiliates

  Affiliates get ______ of the sale

  They also get a percentage of any __________ you offer

  Give ___________ for affiliates who sell the most, announcing the leaderboard as the launch is live

  Mail __________ for your best affiliates


219

NOTES


220

Social Media Must Haves What should I be doing with social media?

  IMPORTANT: Do NOT believe the hype and Do NOT waste your time!

  _____________

  _____________ page and comments boxes

  _____________

  _____________ (maybe)


221

NOTES


222

The greatest online secret: Sell something! 1.  Create your _____________ What should I do 1st and continue to keep in mind?

2.  Create _____________ 3.  Create ____________________ 4.  Create social media presence 5.  Do a _____________ 6.  Get affiliates 7.  Do bigger launches 8.  Post ___________________!


223

NOTES


224

Generate millions by

COACHING

Maddeningly Common Coaching Myths I need a _____________ to be a life or business coach. People get coaching to accomplish _____________. My #1 job as a coach is to give _____________. I’ll make lots of money coaching people _____________.


226

NOTES


227

Author Mind Games What makes a great coach?

What are common elements of a program?

What are best practices of group coaching?

How do I best promote my coaching business?




228

Common Elements of Coaching Programs What do coaching programs look like?

1. 

Full Day or Half Day Sessions

2. 

30 or 60 Minute Monthly _____________

3. 

Monthly Calls/Book/Articles/DVDs/ Audios/Webinars

4. 

“Emergency” Calls

5. 

Specialty Newsletters/Reports

6. 

_____________

7. 

Mastermind Sessions

8. 

VIP Experiences

9. 

Access to _____________

10. 

Access to Membership Content Sites

11. 

Vacation or Adventure Travel


229

NOTES


230

Best Practices in Coaching What are best practices of group coaching?

1. 

_____________is the only path to millions

2. 

Have a _____________ (for you!)

3. 

Don’t set the “big” plan right away, no matter what

4. 

Keep _____________

5. 

Surprise your clients _____________

6. 

Get ready for the ___________________, then again at 10-11 months

7. 

Consistently remind clients of your availability, their benefits, upcoming events

8. 

Keep your ___________: set them up front and immediately when a client oversteps


231

NOTES


232

Best Practices in Coaching What are best practices of group coaching?

9. 

Create _____________

10. 

Get feedback and always seek to add more value to make their lives easier and more interesting

11. 

_____________

12. 

Facilitate group interaction

13. 

Get yearly _____________ with releases

14. 

If over 10k membership, do monthly

15. 

Assign an assistant as _____________

16. 

Make sophomores mentors

17. 

_____________, work hard, and be thankful


233

NOTES


234

Brendon’s Coaching Framework Do or Die 

Unknown 

Struggle 

Anxiety 

Pa9ence 

CONFIDENCE

Faith 

COMMITMENT

Rejec9on 

CLARITY

Peers  Mentors 

Failure 

COMPETENCE

Knowledge 

COACHING

Skills 

Coaches 

Abili9es 

Customers 

Talents 


235

Always Be Marketing Your Coaching Programs How do I promote my coaching program?

  Coaching must be __________________

  Positioning secret: Create “_____________ coaching programs”

  Create a “Full Frontal Assessment”

  Best sold at a live event

  Second best is through a _____________ teleseminar series

  Third best is through “straight” teleseminar series

  Fourth best is through _____________ and asking people’s frustrations and ambitions

  Fifth best is through “________________”


236

NOTES


237

Coaching Needs a Funnel, too

  Bare Minimum Backend: What backend should I develop?

  Low-tier audio program ($47-$197)

  Low-tier 1-page membership program ($29-$97 per month)

  Mid-tier product ($197-$997)

  Keynote speech ($5,000-$10,000)

  Mid-tier seminar ($297-$1997)


238

NOTES


239

Keep in Mind What should I do 1st and continue to keep in mind?

1. 

_______________ as a coach

2. 

Continue training on counseling, coaching, psychology, high performance, human potential, adult learning, etc.

3. 

Go to and _____________ – they’re the best vehicle for filling your group coaching program

4. 

Start small, with just a few coaching clients (individual or group)

5. 

Never make it _____________

6. 

Never forget _____________ to serve

7. 

People listen to those they trust, admire and are _____________


240

NOTES


241

Brendon on

NEXT STEPS

Simplified Action Plan 1.  __________________ and discover their frustrations and ambitions 2.  Create a product, speech, seminar, program, and/or coaching service to serve their needs 3.  Create your website and online _____________ 4.  _____________!! 5.  Give something away, then pull people deeper into your funnel by _____________ 6.  Always keep in mind _________, distinction and _______ 7.  Get _____________ and do _____________ Copyright © 2008-2010 The Burchard Group. All Rights Reserved. Do not duplicate or distribute without permission. Visit ExpertsAcademy.com

243

NOTES


244

NOTES


245

NOTES


246

NOTES


247

Experts Academy - Participant Slides - Oct2010.Pptx

Recommend Documents