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Build Your Premium Online Programme,
Attract Unlimited Coaching Clients &
Change Thousands Of Lives!

Ryan Magdziarz

Copyright Ryan Magdziarz, 2015

First published 2015

Printed by Trojan Press Pty. Ltd.

All rights reserved. Without limiting the rights under copyright reserved
above, no part of this publication may be reproduced, stored in or intro-
duced into a database and retrieval system or transmitted in any form or
any means (electronic, mechanical, photocopying, recording or otherwise)
without the prior written permission of both the owner of copyright and
the above publishers.

ISBN 978-1-944243-05-0

Email: ryan@winninginternational.com

Website: http://www.winninginternational.com

The Mission i
The Journey iv
The Dream x
The Ladder xvii

Chapter 1 - Design 1
Niche 4
Product Funnel 27
Crystal Ball 38

Chapter 2 - Attract 49

Part 1 - Online Marketing 51

Funnel Theory 52
Gold Nuggets 74
Wicked Websites 104
Ads Acceleration 121
Standout Trust 144

Part 2 - Partnerships 170

Find 174
Secure 180
Maximise 208
Chapter 3 - Convert 215
Model 218
Mindset 252
Materials 267

Chapter 4 - Perform 279

Frameworks 283
Focus 306
Family 318
Fun 327

Chapter 5 - Succeed 331

Focus 335
Action 341
Certainty 350

Chapter 6 - Leverage 363

Element 365
Systems 370
Hiring 387

Chapter 7 - Lead 391

Keynotes 394
Publishing 407
Interviews 419

Closing Words 421


What will you be remembered for when you die?

This is the question I asked myself the day I chose my mission in life.

I was going into the office and had a bunch of things to get done - some
sales meetings and systems to create for the digital agency I was running
at the time (Winning Creations).

But my gut was telling me something different on this particular day, a

quiet but powerful message that had been brewing for a few years now:

Why are you doing what you are doing?

Like always, my gut was right to question things.

I stopped what I was doing and pondered

How can I figure this out? How can I answer the question to know I am on
the right path?

What do I usually do when I want an outcome?

Work my way backwards!

So thats exactly what I did. But with such a huge question, I knew I was
going to have to go right to the end and trace the steps I needed to take
based on the outcome I wanted.

What did I want to be remembered for when I die? What did I want my
friends, family and fans to say about me at my funeral?

A tough question to answer, but I definitely knew what I didnt want the
answer to be:
Successful, but distant

Rich financially, but poor contribution to the world

I always knew that I wanted to show people that Anything is possible and
life is magical, but this was not going to suffice!

What I did want was more about giving.

It was more about helping.
It was more about changing the world and helping those who needed sup-
port most.
It was more about helping the lives of those who couldnt help themselves.

Thats when it hit me!

I need to dedicate myself to helping others.

I needed to choose a goal that would change the world forever.

It had to be tangible, it had to be measureable and it had to be something

that people would notice, something that would be so large that it could
create a movement!

I pledge to help raise $1 Billion for the fight against Poverty and the
Mistreatment Of Animals by the 1st of June 2024.


Great question.

This is a huge goal and Im a huge believer on Set-It and then Do-It.
There is always a way and if you channel enough action to an obsessive
focus, success is inevitable.

This is a goal that requires a serious amount of heart-centered contribu-

tion from us and a group of ruthlessly giving individuals. Although we will
be the largest contributors to the mission, it will be from collaboration that
this goal will really be attained.

Scenarios that will achieve this mission:

1. We help 200 Coaches become so successful that they donate $5 Mil-

lion to the Cause.
2. We help 1000 Coaches become so successful that they donate $1
Million to the Cause.
3. We help 5000 Coaches donate $200,000 to the Cause.

Obviously, I will be putting in the remainder between this and my goal.


Apart from what was already stated above, what would $1 Billion do for
the world?

I believe as coaches we have the power to influence the world like no other
group. With everything we do, we can impact the lives of those who need
it most.

$1 Billion is a huge amount of money and that is the whole point.

If you can raise that much cash not only will you be able to channel a sig-
nificant amount of resources to achieving equality for those in poverty and
animals being mistreated, it will also inspire the world to see whats pos-
sible and inspire thousands to giving more and more until these two awful
problems are solved.

Now its your turn;

Activity #1: Read this book, apply the principles and become a 7 Figure

Activity #2: Give, Give, Give.

Activity #3: Inspire others to give.


The Beginning
When I was a little boy, I wanted to be a professional footballer, then a suc-
cessful lawyer, then a professional golfer and then I fell in love with busi-
ness and the potential it has to change the world we know.

I would summarize my childhood as a mountain - I always had to climb and

push forwards. There were some unexpected turns, but the journey was
something that I would never exchange.

From a very young age I had this weird need for discipline. I remember that
in primary school I would hand in work a week before it was due and go
for 5km runs before school. And for some reason did push ups and sit ups
every night which got me a wicked six pack when I was 8.

I question whether it was me trying to create certainty in a not-so-stable house-

hold. Without going into too much detail, drug abuse troubled both parents.
Despite this, they both have big hearts and I wouldnt change them for the world.

The Struggle
Although things got pretty terrible at times, the real trouble hit when my
Mum had an opportunity to get out and leave when I was 13, which she did.
I was always a bit of a Mothers Boy and when I didnt see my Mum for a
good 4 years, it hit me pretty hard.

The moment that my Mum left, everything changed. My grades dropped,

my confidence dropped and the stability of a normal household was lost.
The next 4 years I went on a confusing journey where my only goal was to
fit in, to find some sense of normality.

The Breakthrough
When I got to year 11, I had a huge epiphany that can be summarized
perfectly with a quote.

Why fit in when you were born to stand out?

My epiphany came on the golf course. I was about 15 when my paradigm
began to shift. I had one main mentor on the golf course and his name was
David Shen.

David was in his early 20s at the time and was a young man with a huge
amount of drive and a massive level of belief in me. It was rare that I felt
that someone did and so this meant a lot.

On one particular Saturday we were playing a round of golf when David set
me a challenge; If you shoot 3 better than your handicap today Ill buy you
an iPod for Christmas.
His actions on that day would end up being one of the most important days
of my entire life.

I ended up winning the prize and a month or so later, David finally re-
ceived the iPod he purchased from EBay.
David gave me the iPod and mentioned that This was no ordinary iPod, it
is much more valuable. In fact it is worth thousands of dollars.
What David had done and the reason this little project of his changed my
life forever was because he had purchased and put a bunch of Anthony
Robbins tapes on it.

This was where it all changed for me.

I listened to Tony every single day. I would wake up at 5am and take my golf
clubs to the course by public bus with Tony teaching me the ropes of what
it took to become wildly successful.

It was thanks to David that those seeds of wisdom were planted in my mind
and began to form the amazing tree of life that I am ever so grateful to be a
part of presently.

The Transformation
When I realized the state of fear that consumed my identity for the majori-
ty of high school I made a decision to change.

It was in the last 18 months of school and it started with study. I saw my
grades go from Fs to As over the course of a year.

Then followed my social life. Where I began to come more out of my shell
and be myself and choose more positive friends to spend time with.

Finally, I focused upon business, where I started to immerse myself in the
idea of becoming a successful entrepreneur.

The second that I left high school I made the decision to do anything and
everything to go outside my comfort zone and grow as a person.

I got a temporary sales job, joined Toastmasters, honed my dating skills by

approaching random women and even moved states.

The lessons that I learned from my transformation were as follows:

1. You can become whoever you want to become. Your personality

and confidence levels can be improved if you choose.
2. Fear is one of the most powerful emotions in the world and you can
use it to grow beyond belief.
3. Your environment is key. If you try to change yourself in a negative
environment, you wont.

The Entrepreneur
Since starting out as an entrepreneur I have had more than 10 start-ups in
a wide variety of business types and industries.
A few businesses were big fat flops and a few were great successes. Never-
theless, each was a great learning experience and along with my personal
development journey, have helped me become the coach I am today.

When I left high school I walked straight into a sales job to complement my
business efforts. Over the period of a month I went from zero experience
to the most successful sales person that the company had employed over
the last 20 years, and truly learned the power of charisma and certainty in

It was only a few months off the back of the sales experience that I launched
my first profitable business. It was a business selling websites to trades-

I was studying marketing, sales and business programs and invested a huge
amount of time and money sharpening my skills.

Because I didnt know any other way, I spent the first 3 months making 100
calls a day without fail and created a cool little 6-figure business.

I distinctly remember having my first $6,000 week and knowing that I was
going to be successful before too long. Like all of us, I doubted it at times. I
did this for a good 6 months as I began transitioning into a myriad of other

Not long after I launched a successful dating/coaching business called Find

That Girl. I was helping nice guys find someone special. I was charging
$5,000 per person and they were getting amazing results. So this was a
very fun and rewarding business for all concerned.

When I realized it wasnt something that I wanted to do in the long term

I moved on. But the biggest lesson I learned from the business was that if
you offer a solution, people will pay for it.

You should never put unwarranted, limiting beliefs on your ability to make
your business work - if you do the right steps, you will get the right results.

Included in this portfolio of businesses was an app that some friends and
myself launched called Moodswing. This app was downloaded by 100,000
users in 4 weeks. I also created a web-platform called PT Sites and came
back to my experience in digital and web where I launched a digital agency
called Winning Creations.

At this stage, I was really starting to learn the power of focus and I made
a dedication to see this business through and actually channel my efforts.
The agency did over $100,000 in sales in the first 4 weeks and we were off
and running. Offering branding, website, apps and web platforms. We were
a mid-tier agency with a huge focus on strategy and client outcomes.

We built up a great little team of 8 people in our Richmond office and things
were going great. It was awesome to be able to build a team which was
fun and focused and to be able to channel efforts into marketing and drive
sales. However, the best feeling was the focus of having one single vehicle.

We were a few months in and I thought I had the focus. I thought I had fi-
nally matured and was on the right track. We were on track for $1.6 Million
and profit is whats important in a business, right?

I couldnt have been more wrong.

It finally hit me, that feeling in my gut that I spoke about earlier. Thats
when I set my Mission and wrote it in stone. Right after setting my mission,
I knew I had to change the vehicle.
If I was to be 100% honest I wasnt enjoying what I was doing with the
agency. I loved the team, I loved looking at the end products and I loved the
fact that we focused on strategy and getting people results.

What I didnt enjoy was the fact that people were paying for a product and
not an outcome. No matter what we did, we couldnt help our clients with
what they needed most. We couldnt help them become the people they
needed to be to have the success, lifestyle and impact they wanted.

When I looked at the mission that I had set, I knew that I had to do what I
really wanted to do. I knew I had to follow my destiny.

The Winning Streak:

How could I truly create the monumental impact I wanted to create? Where
could I channel the knowledge of my near 100% close rate in sales, my abil-
ity to generate leads online?

Who could I help by giving my knowledge of packing products?

Most importantly, where could I channel my ability of being able to help

people identify their true purpose and turn that into a profitable model?

Which niche is driven, but heart-centered?

Which niche will be able to focus and hold their focus over the long-term?
Who will want to be a part of my mission of contribution to change the


It hit me, I just want to help people who help people!

That way my efforts will directly help the largest number of people and
thats when Winning International was founded.

Less than a week later I had stopped accepting all new clients in the agency.
Hired a web manager to handle the 20+ projects that needed to be finished
off and invested $50,000 in a mentor.

I knew I had to create some genuine urgency to make this happen quickly,
so I drained all my cash flow to less than zero.

A few days later I was in front of a group of people running my first semi-
nar. I made 5 sales.

It was actually happening, the dream, the mission, everything and I was

Seven days later I ran another seminar and made another 5 sales. On the
Monday of week 3, I launched my first 8 week course with 10 clients.

At this point Growth Catalyst, Mario Paguio joined the team at Winning
International and in the first 10 weeks we ran 12 seminars to get our first
50 clients through the door.

With a focus on becoming World Class, we had a very steady first 12

months. We moved past 7 figures and focussed upon how to scale our vi-
sion to find as many people to help with our mission as possible.


This book will ensure you create a 7-figure coaching business and help a
ton more people so that you can live your dream.

Since starting in the personal development business, I have learned from

hundreds of people and continuously tweaked my idea of a dream life. I
move from focusing purely on contribution, to getting excited about life-
style, to striving towards freedom, to viewing passion as being most im-
portant. The obvious secret here is balance, to have a focus on creating all
these things.

The following will break down the understanding of exactly how this book
is going to help you:

The Dream Design


Money and success dont change people, they merely amplify what is already
there. - Will Smith

The goal of this book is to help you have 100% control of your income. You
will never have to worry about money again and be able to have complete
freedom in the way that you live your life and the impact you want to create.

One problem I often see with coaches is a nasty conflict between wanting
to be successful and trying to avoid it. Guilt about money costs way too
many coaches the ability to live the life they deserve. The people that truly
suffer here are the prospects you set out to help.

I see a huge number of coaches fail for this very reason.

I dont want to see that for you. In fact Im making an executive decision for
you to get over this and change your story around money for good.

One thing that I have noticed over and over from many different businesses
is that - no matter what the industry, you will profit based on the value you

The sad thing is that if you are a coach that isnt making money it means
that you arent giving enough value. Which means that you arent creating
the level of impact you want to be creating and your prospects are the ones
that truly suffer.

So realize this:

Right now, the more money you make, the more people you will help.

Will Smith elegantly summarizes the truth that money merely amplifies
who you already are. If you are a good person and you make truckloads
of money then you will be doing truckloads of amazing things. If you are a
bad person and you make more money there is a good chance that nothing
good will come from it.

So my question to you is the following:

Are you a good person?

Are you someone who is willing to commit yourself to attracting resources
that will not only ensure you and your family can live well, but can also be
contributing towards our vision of changing the world?

Income gives you the opportunity to achieve 2 main outcomes:

1. Freedom
2. Resources

Freedom refers to the idea that you dont have any financial constraints
on what you want to do. If you want to pursue your expensive leisure ac-
tivities, to travel, complete security for your family or live in an amazing
house, you can.

When I use the word leverage, I refer to the ability to get the greatest im-
pact for the least effort.So income gives you the ability to leverage your
time, freeing you from the day-to-day tasks and allowing you to focus
upon your larger goals that will have more of an impact upon the world.

The thing that excites me most about income is its ability to buy resources.

Think about this. You can either spend 10 years volunteering to help abused
animals. This would be very noble. What if over that same 10 years you
channelled your efforts into making 100 Million dollars? Based on $40,000
earnings per person per year, you could have 25 times the impact by simply
donating 1 percent of that income. 25 times!

By no means am I discounting the efforts of those who volunteer to help

make a difference, I am simply suggesting that maybe your impact could be
larger even whilst making yourself money.

Education is the key to success in life, and teachers make a lasting impact in
the lives of their students. Solomon Ortiz

The essence of being a coach is to impact the lives of others.

Our goal is to allow you to have the income and independence to be able to
focus your time purely on creating more impact in the world. We want to
help you create a life filled with meaning and love, so that you know that
you left a legacy and a positive impact on this planet.

You are a role model, an educator, a leader and a giver. By creating a suc-
cessful coaching business you are impacting in every sense of the word.

The Impact Pizza

The impact pizza explains the different levels of impact that you can have.

Family: The people who are closest to you, including your friends.
Team: The team that you have or will develop in your coaching business.
Clients: The people you currently coach.
Fans: The people who follow you and seek inspiration and education.
Causes: The causes you want to support to create a positive difference.
World: The bigger wave of impact that your energy and efforts create.

The single biggest thing that you can do to have the greatest impact on the
groups in the impact pizza is also the simplest.

Be a role model. Be the change you wish to see in the world.

Everyone from your family, team, clients, fans, causes and the world can
get the most impact from you. Directly showing them whats possible and
being that perfect example right from the start.

The main two parties that your efforts will impact most are your Clients
and your Causes.

Everything you do in your business will directly reflect the impact you have
with your clients.

If the marketing, sales and growth strategies in your coaching business are
world class and you execute these in abundance then you will attract a ton
of people who need your help in changing their life.

If you have the worlds best program, then you will create phenomenal im-
pact with your clients. As well as being important to be a thought lead-
er and therefore a role model for your clients, its also essential to master
working ON your business to create the biggest impact.

When it comes to creating a global impact upon specific causes there are 2
main mandatory areas you need to master:

1. Resources
2. Influence

We spoke about income and its ability to provide resources and leverage
when we approach causes we wish to impact. Its an absolute must to be
able to leverage your time because the reality is that the worlds problems
are too big to tackle by being a pawn in the game.

The other key element to creating impact is influence.

Influence is extremely powerful due to its ability to persuade people to join

your mission and vision and therefore expand possibilities and achieve the
outcome faster. To be able to properly influence you need to have that un-
dying passion for the cause you are supporting. However, you also need
to have an extreme level of critical thinking and certainty which are both
traits which will be developed as your coaching business develops.

In order to create change in the world we need income and independence

and the resources and influence which come from these will make the leg-
acy you leave something worth striving towards.


Lost time is never found again. Benjamin Franklin

The purpose of this book is help you create the freedom that you want to
live with and the choices that complete freedom creates.

We only have a few short years on this earth - why spend so many of them

The 2 big benefits of independence are:

1. Freedom
2. Influence

Lets start with Freedom. Everyone wants to achieve freedom, but what
does freedom really mean for a coach? The difference with coaches is that
we actually love what we do.

As coaches, I believe freedom means two main things; the freedom to

choose when we work and the freedom to choose what we do when we

81% of coaches fail in the first 3 years of business.

That means that most coaches never achieve the option of choosing when
they want to work. Furthermore, the 19% of coaches that do continue dont
get to do what they love doing in the business.

With our coaching clients, an important area we really focus on is helping

them spend more time working in their Element. Meaning the area of the
business that they not only love, but the area they rock at. Its a sweet spot
where the magic happens.

The Element
The second luxury of freedom is to be able to choose when you have to
work. This means that the business can run without you. 99% of coaches
choose to work in the business anyhow, but this is purely about having the
option of when we can work. This is about not feeling stressed by the time
investment in the business.


With everything that youll learn in this book, youll be able to leverage
your time to the absolute maximum. This includes the business model, the
way you run the model, the way you sell, the way you market and especially
the way that you systemize the business.

As well as freedom, creating independence gives us the ability to increase

our influence. Being independent allows us to influence more people be-
cause we have more time. We are employing others to spread our message
and influence more peoples lives for the better.

As youll discover in chapter 5, focus is a key essential when developing your

coaching business and is required in order to develop successful change in
the world on a significant scale. This is where independence comes in.


Every human has 4 endowments self-awareness, conscience, independent
will and creative imagination. These give us the ultimate human freedom
The power to choose, to respond, to change. Stephen Covey

You are about to learn about one of the greatest gifts and opportunities that
coaching gives to anyone who is willing to truly step up as a thought leader.

When I first got started in business I had absolutely no idea of the journey
that I was about to embark on. You could easily say that I was ignorantly ea-
ger. The real question isnt, Is that a good or bad thing, but more so, Did
it serve me? The answer is yes. When I started in business if I had known
the struggles that I was going to go through, that initial apprehension could
have been enough to deter my starting on the entrepreneurial path.

What about coaching though, does ignorance serve the average coach?

The reason I put forward the question is because entrepreneurship and

coaching are two very different pathways.

You are about to learn a secret advantage about the coaching journey.

I believe that coaching done right gives the average person a much quicker
and simpler path to successfully achieving passion, growth and contribu-

I know more people than I can count that tackle the entrepreneur path
(like I did myself) with zero direction. They lack a sense of purpose within
their business or businesses.

The cool thing about coaching and what each and every single one of you
guys will have achieved by the end of chapter 1 (if you havent already) is
complete clarity and direction. This means that every single step forward
you take builds on the one journey: one movement and one focus that will
continuously improve your life and others.

The purpose of The Ladder is to show you the exact steps that you will go
through so that you maximize your focus and progress radically faster.

In the beautiful quote by Stephen Covey mentioned at the start of this sec-
tion, he talks about the 4 gifts that humans are blessed with and I believe
that these skills are absolutely essential to utilize as a coach:

1. Conscience Being a coach assumes you already possess this.

2. Independent Will This is crucial to exercise when applying strate-
gies to grow your coaching business.
3. Creative Imagination I believe that as a coach you use this to paint
your vision and design your life.
4. Self Awareness A lack of this is what slows many coaches down.

Countless coaches stumble on their journey to the top because they lack
awareness on how the journey is meant to take place, what they need to
do and who they need to make themselves in order to progress to the next
stage in the process.

The coaching ladder is designed to remedy this.

The Coaching Ladder


Stage: Indepedence: Income: Description: Critical Approach


Newbie Spare time 0-1k Youre brand new. You Start Its now a time
have stumbled upon where you have
the world of coaching to jump out of the
and decided to study nest and learn to fly
it. You are getting on the way down.
qualified or aggres- You are already
sively self-educating. educating yourself
on how to coach
and train others; its
time to design your
business blueprint
and start pitching
your product.

Contes- Part time 1-2k Youre in the game. You Market Now that the race is
tant have made your first on you have to re-
few sales and your sist the temptation
coaching business has to let the emotion
started. You are now of product creation
in delivery mode, you stop you from mar-
have clients and you keting. 80% of your
are concentrating on time must be spent
creating your content finding people who
and putting your first need your help.
course together. You Your marketing
are like a baby seeing should happen in a
the outside world for manual and lever-
the first time; its excit- aged capacity. This
ing and overwhelming is just the beginning
at the same time. Pro- of a huge growth
ductivity is average. period.

Rising Full time 2-5k Youre starting to Sell Cash flow is slowly
Star grow. You are now and surely increas-
making some regular ing and you must ig-
sales and generating nore the temptation
leads. Your brand is to feel complacent.
being noticed and Because leads are
your course content is more affluent its
complete. Because you absolutely essential
are starting to settle in that you are selling
to the business you are 80% of the time.
attempting to strike Lead generation
balance between should be the other
delivery, marketing, 20% and always
sales and distraction keeping your sales
(everything else). time full. Focus on
getting sales in the
door and building
momentous hype in
the brand.


Stage: Indepedence: Income: Description: Critical Approach

Success- Over time 5-10k You are officially Scale You are now in a powerful
ful successful in the position and with great
coaching world. power comes great
Not only have responsibility. Although
you been able to the job seems to be
create a successful done its far from over,
income from your hundreds of coaches fail
initial product, from this position if they
but, you are now dont scale. You have to
launching your prove your strength and
premium upsell continue to market and
program. Similarly sell as the next product
to the Rising Star is introduced to your
you are now jug- suite. Most coaches pause
gling marketing, growth, change models
sales and delivery, or have a break when
but, with more re- they get to this point and
sponsibility. There fail to capitalize on the
is a lot of pressure opportunity to have it all
(good pressure) in by progressing to the next
this situation and level. This is where you
you are working are tested the most and
a lot. your resilience needs to
carry you through to the
point of leverage. Push on!

Lever- Breathing 10-20k You are now in a System- Your job is now to
aged time powerful position ize leverage world-class
of leverage. You results. The business still
have maximized needs consistency, but
the opportunities your efforts throughout
that came from this step are continually
your hard and making your workload
smart work be- lighter. Your goal needs to
coming successful be to innovate how you
and your coaching can make your products
business is like an award winning
growing much eas- performance. Lock your-
ier. Referrals, case self away and get to work
studies, speaking on systems, the better
opportunities, you can document and
marketing results streamline this process
and partnerships the quicker you will hit 7
are coming easy Figures and progress to
and you are now operating like a Thought
in a position when Leader. Leveraging will
you can officially include potentially hiring
take a breath of Virtual Assistants, Coach-
fresh air. es, Sales Representatives
and Marketing and Brand-
ing professionals.


Stage: Indepedence: Income: Description: Critical Approach

Thought Freedom 20k+ Woohoo!!!! You are Lead Your job as a Thought
Leader now officially in Leader is to embody what
Thought Leader- it means to you to be the
ship territory. The perfect role model. You
business is 90% must continuously grow
systemized and it and develop yourself from
runs proactively your position of strength
(as opposed to re- and lead your niche in
actively like it has ways that influence to the
so far). You now greatest extent. The best
continuously get to way to maximize this po-
work on strategies sition is to challenge your-
and projects that self continually to projects
extend your reach that scare you. Take risks
and influence and leverage your brand
exponentially. The as you know you have an
business is grow- amazing back-end product
ing and every time funnel to back it up. Keep
you innovate and in mind that its important
launch something to continuously focus on
new it peaks. You improving the customer
have officially experience and results
made it and your you help them achieve.
only options now Most importantly you
are how you want have to go out there and
to live and what maximize your Income,
extent do you want Impact and Indepen-
to expand. dence, this is your design.




From stuck and unclear to focused
and unstoppable.
Not long after starting my first profitable business I attended a sales and
marketing workshop. I remember that I didnt really know what to expect,
but that I was excited to learn and develop my skills. Up until this point it
had been a bit of a lonely journey, without much of a network or any friends
in business and so I was excited. Hoping to meet other entrepreneurs who
could support me in my journey.

When I woke up the morning of the event I jumped out of bed as fresh as a
spring chicken, pumped to tackle the day and learn what I was in store for.
I quickly got dressed, walked to the station and caught the train into the
Melbourne CBD. As I made my way into the venue and found the confer-
ence room, I introduced myself to the other participants of the workshop
and noticed there was a broad range of characters; there was a guy in his
early 20s, a couple of strong as hell looking dudes, an older couple and a
few other plain Janes and average Joes.

Before we got started, the coaches running the event got us to go around
the room and introduce who we were, what we did, what we were current-
ly turning over in the business and what our goals were for the next 12
months. At this point I was making around the $100k mark, there were a
few other people making a similar figure or less. The older couple was in
a bit of strife financially, the young dude was making $500k+ and one of
the strong guys was also doing some great financial figures at around the
$500k mark.

It was a fun 2 days and I remember leaving the event pumped to go out and
tackle the world, but not being 100% clear on what my model was and how
to take my business forwards. I knew that I needed to market lots and how:
I knew that I needed to sell more and that I had a great framework for that,
I just lacked clarity on a focused plan or blueprint to move forwards with.

A couple of years later I caught up with the strong guy that I met from the
event. We exchanged some small talk and then had a good chat about prog-
ress made since the event.

I almost fell off my chair! He had taken his business to nearly $7 Million a
year. $7 Million! I instantly questioned how he had been able to grow that
quickly It was only 3 years back when he was just getting started in busi-
ness. The crazy thing was that he had gone his whole life up to his late 20s
without having any real notable business success and suddenly he was able
to grow to a point where 99.9% of the population never gets to in business.

The simple reality was that he had a clear blueprint and he took massive
action on it. On the other hand, I did not.

I had spent the first 3 years in business messing around, changing focus
and not following anything even resembling a blueprint to commit to in
order to achieve my goals. I was lucky that I still took action and it was that
alone that allowed me to sustain living as an entrepreneur and starting
more than 10 businesses across those few years.

It sucked.

Not being 100% clear on exactly where you are going and not even know-
ing if you will find the map destroys your chances of success. Your pro-
ductivity drops and you cant get anything done. You feel unmotivated and
frustrated. The worst thing is that you feel stuck, you feel scared about the
future and longevity of your business. Something that was once an exciting

The reality is that around 80% of coaches do one of two things. They follow
a blueprint that sets them up for failure or worse they dont follow a blue-
print at all. The sole goal of this chapter is to put you in that state of flow.
To take you from being unclear to focussed. From stuck to unstoppable.

To do this I want to help you make 2 effective decisions. These 2 major de-
cisions will set up the perfect blueprint and have your vision laser focused.

Before I tell you what they are, lets be really clear on what constitutes a
decision to be effective.

The best way to explain the difference between effective and efficient is to
explore an example.

Lets say that there were 2 identical young women. One named Lucy and

one named Sally. They have some big life decisions coming up and they
have to lock in a choice of what they want their career to be. Both happened
to be motivated by money.

Lucy takes the advice of her Mum, who suggests that she works at a family
friends toy factory to save up some money before pursuing any definite
path. Sally on the other hand makes an executive decision to be a successful
entrepreneur and starts her own fashion business.

The difference here is that someone made an effective decision and the
other an ineffective decision. They both worked super efficiently in their
roles. Lucy in fact was one of the best workers the factory had ever had; she
got in early, left late and got more done and at a higher quality. She was so
efficient that she was promoted and stayed in the factory for the next 10

Sally was also efficient; she took massive action and grew her own business
and continued to scale it over the next 10 years. Lucy made an ineffective
decision and was making $80,000 at the end of the trial period. Sally on the
other hand spent 10 years scaling her fashion business slowly but surely
to $4.2 Million.

The 2 effective decisions we need you to make in chapter 1 are choosing

your Niche and nailing the most effective Product Funnel.

By getting these 2 aspects right you will gain more focus than you have ever
had and feel unstoppable in everything you do moving forwards.

Most importantly, you will progress through the coaching ladder and be-
come a Thought Leader faster than you could have imagined.


The man who chases 2 rabbits catches none. Roman Proverb

The definition of the word niche is a simple one; a distinct segment of a

market. In the context of a coaching business and put into laymens terms,
a niche is simply who you work with and how you help them.

The correct niche is a fundamental key to being able to properly monetise

your coaching business. The lack of a niche is a sure-fire strategy to destroy

Unfortunately, no-one can multi-task a niche.

I remember speaking with a lady a few months before I launched Winning

International. What transpired was an amazing case study of using niche.
The purpose of our chat was for me to help her get some traction with her
coaching business. This particular lady happened to be a life coach and her
passion was obvious. When she began explaining her vision and her love
for changing lives, I instantly admired her as being an amazing human be-
ing with a big heart.

As I usually do I asked a series of questions, the first of which was; Whats

your niche? After I clarified exactly what that meant, she replied with; Oh,
I want to help anyone that really needs my help.

Whilst this was a noble goal, her market was simply too broad. By trying to
help everyone, we end up helping no-one.

I explained the importance of having a niche and after some hard-core

brainstorming we ended up figuring out that she really wanted to help
women find a special man in their life. It was perfect. It was very simple, it
had a tangible outcome and most importantly, she loved it and could back
it up with personal experience.

Together we mapped out a marketing strategy and I set some homework

for her to complete because the marketing wouldnt provide cash flow un-
less she executed it.

We parted ways and a couple of weeks later she sent me a message asking
my thoughts on an idea for another niche that she had in mind. I couldnt

believe it! We had just broken down the perfect niche out of all the options
that she could choose and still, she tried to change it!

I replied with a quick series of butt-kicking responses and she thanked me

for the accountability and she reassured me of her commitment. I sent her
a response reminding her of the marketing steps that we set the first time
we caught up and left it at that.

Lesson #1: The moment you change your niche you kill every
piece of momentum that you have developed from past action.

Choosing a niche is crucial for many reasons, but one of the main reasons
is marketing success. The 2 biggest marketing types for coaches (Online
Marketing and Partnerships) both rely on niche for results.

As one of my good friends Taki Moore beautifully explains, your online

marketing is kind of like throwing out a massive fishing net into the ocean,
hoping to catch some big fish, i.e: clients. When you choose a niche you
choose where and how to catch the right fish. However, like most life coach-
es if you are marketing a broad message, what you are doing is pulling the
net wider and wider. As the net gets stretched more and more, the holes in
the net also expand and the fish simply swim through. The more specific
and targeted your message is, the more fish you will catch.

The world is unfocused. Everyone has attention problems and people

are always looking to change things; from careers, to the TV channel and
browsing tabs on the Internet. Were like little kids on a red bull. We strug-
gle to maintain focus.

Lesson #2: If you can get focused with your niche, everything im-

Your marketing becomes easy, you can communicate more effectively

throughout the sales process, the course you build becomes more valuable
and you become a thought leader quicker.

The biggest illusion that coaches hold onto is that niches are too small and
by narrowing down your niche, you are also narrowing down your chance
of becoming profitable.

Throughout the next few subchapters you are going to learn how to find
a 7-Figure Niche that aligns with your biggest passion. Not only will you

learn how to know your niche better than they know themselves, you will
also learn how to communicate with them in a way that engages them and
inspires them to take action.
Together we are going to un-stick you and get to a place of absolute clarity.
We want to ignite the unstoppable drive to kick start your coaching busi-
ness to a whole new place of profit and impact.

Case Study Darren Bruce (EMB Fitness)

Results - 83 Leads In 24 Hours

When I started working with Darren the goal was simple - generate
leads. He is a phenomenal fitness trainer and was just looking to get his
first fitness facility started. The first clients that Darren got through the
door was through working hard with manual prospecting. By delivering
a great service he was able to kick start the business. The problem at this
point was that finances were drying up and if he couldnt succeed with
some leveraged marketing, the business wouldnt be able to continue.

We checked out his Facebook Ads (He had only just tried to launch his first
couple of ads) to assess why he wasnt generating leads with what he had
tried already. As soon as we saw the ad we knew why, Darren didnt have
a niche. The ad was for a 9-week body transformation (see picture below)
and was for men and women.

We ended up figuring out that Darren worked best with women between
30-40 years old who had 5-20 kilos of fat to lose and we helped Darren
design an ad which was going to appeal to that demographic (see below).

The results were crazy. He generated 83 leads in the first 24 hours. He had
over 400 leads from that one ad alone and that was simply the first. The
only thing that he changed was his understanding of his niche.


Go through the lessons below to choose your niche and understand how
to communicate with them in a way that engages them and inspires them
to act.

Profitable Niche:
Have you ever had a sore tooth? If you have, youll know how excruciatingly
painful it can be. In fact when you do have a toothache its all that you can
think about. You cant concentrate; you cant enjoy yourself at a nice dinner.
You cant do anything. All you want to do is to get yourself the next 2.30
(Tooth-hurty HA!) appointment at the dentist.

You walk into the dentist with 2 main questions flowing through your head.
Firstly, can you get this damn thing out?
Secondly, how much is this well-established dentist going to charge me to
do it?

The dentist takes a quick look and explains to you that its a problem sim-
ply fixed and should only take 5 or so minutes. Before he sits you down, you

quickly ask how much its going to cost He explains to you that its going
to cost approximately $2000.

$2000!? For 5 minutes?

The dentist turns around and says with a smile on his face Well I
can take longer to pull it out if you like, extend the pain a little longer.

You see if someone has a problem they want fixed, something that is keep-
ing them awake at night, they will pay to solve it from the person who is an
expert in that particular area.

One of the main reasons coaches fail in their business is because they cant
generate cash flow. They cant make money, because they arent making
sales. They arent making sales because they cant generate sales because
they cant find people that need their help.

That is, they struggle to market effectively.

Let me give you a quick comparison for you to understand why niche is
important in this.

Life coaching is offering to help people improve their lives. Imagine if in-
stead of being a dentist, the man in the story from earlier called himself a
person fixer; he was a personal trainer who helped people lose weight, a
dentist who helped people straighten their teeth, a hairdresser and beauty
therapist who helped people get their head looking great. And was also a
counsellor who helped people overcome mental illness.

Imagine he was marketing saying that he helped people fix themselves, if

you can get past the obvious rude undertone of suggesting people need
fixing, how silly does that seem? You would just go to a dentist
By suggesting that he can fix everything, he gives the impression that he is
not really good at anything.

If you are a coach marketing that you are a life coach, its the equivalent of
that man connecting with random people spreading the message that he
helps fix people with all those things. Hoping to find someone needing one
of those services, as opposed to putting out one specific message to one
specific person who has one particular problem (toothache).

So how do we find a profitable niche?

We use what we call The LaunchPad.


The 3 main things you need to have in the Launchpad to work with for the
perfect niche are Problem, Promise and Proficiency.

If any 1 of these 3 pre-requisites is missing the niche simply cant be deemed

as profitable. If you have them all at 80% strength or higher then you can
move forwards with a smile.


Firstly and most importantly the problem needs to be painful enough. It

needs to be the biggest thing or one of the biggest things holding them back
in their life right now. It needs to be specific and tangible.

Make sure you can answer yes to the following 3 questions to ensure your
niche includes a Problem:

1. Would your niche invest $100,000 if you could Perfectly solve

their problem?
2. Is this problem the biggest thing holding them back in their
lives right now?
3. Is the problem specific and measurable? (e.g: NOT feeling


If you dont have a problem identified for this niche then you kill its profit-
ability. There wont be a Demand for what you offer. If there is no demand
then you are essentially setting up your business like the dreaded people

Great Problem Examples:

1. A women that will die alone if she doesnt get help finding a man
2. Someone that hates their job


Secondly, you must ensure that you have a promise for what you are offer-
ing. Your niche needs to know the end point of where you plan to take them.
This really sets up a result for people to strive towards and also keeps you
on your toes. The more radical you set the promise up for your clients, the
more you are forced to master your craft and create a world class product.

Make sure you can answer yes to the following 3 questions to ensure your
niche includes a Promise:

1. Is the promise considered substantial to your niche?

2. Can you measure the outcome of your promise?
3. Does your promise align with your niches goals?

If you dont have a significant, tangible promise, your niche will lack Ur-
gency to invest in your program. In a lot of cases, this will make or break
whether or not people make the decision to work with you. Its huge. A
promise doesnt have to be a guarantee - it simply frames the end point of
what you are helping your clients achieve.


Lastly, you need to be able to back up the transformation between the

problem and promise points by being able to provide that change. Have
you ever had a fat doctor? Seriously, Ive had several. The last person that
I want to have helping me with my health is someone who cant take care
of their own.

The same goes for you and your niche. Are you confident in your ability
to be able to deliver so well that its comparable to a world-class perfor-
mance? Are you a master of your craft?


Make sure you can answer yes to the following 3 questions to ensure your
business includes Proficiency:

1. If your niche implemented everything you teach them, would they

achieve the promise every single time?
2. Do people see you as a go-to person in your niche specifically?
3. Is 80% or more of your content relevant to helping your niche spe-
cifically achieve the promise?

If you lack proficiency you wont have trust within your niche. When you
speak with them on the phone or they see you in the video they wont feel
that you are an absolute expert on the topic. Unlike the other 2 essentials
for niche, your proficiency can be built so there is wiggle room.

Being able to answer yes to all 3 of these critical points will allow you
to know that you are working with a niche that is profitable. Be harsh on
yourself to ensure that you really do strengthen the niche to the point of
perfect profitability. Because once you lock in a niche, you wont change it.
Having focus on a niche that you know can be monetized means two awe-
some key outcomes.

Firstly, the niche will be willing to invest in your programs. They will see
the value in what you offer, therefore you know you will be sufficiently re-
warded for your hard work. This means that you can achieve your dream

Secondly, if you are solving a substantial problem with an amazing promise

and kill it with your proficiency you are transforming peoples lives in the
biggest and best possible way. You are seeing people completely change in
front of your eyes.

Cinderella Niche
Without passion, you dont have energy; without energy, you have nothing.
Nothing great in the world has been accomplished without passion. Don-
ald Trump

In a world where opportunities for innovation, connectivity and freedom

continue to grow past heights greater than our world has ever witnessed,
passion and fulfilment is lower than it has ever been before.

According to Deloittes shift survey, 80% of employees are dissatisfied with

their job. That means only 1 in 5 people like their work. That seems ridic-


ulous to me. Without passion, everything drops; productivity, innovation,

creativity and utility percentages.

With so much counting on us as coaches to impact, inspire and create

change, passion is essential. As Donald Trump puts perfectly, Nothing
great in the world has ever been accomplished without passion, and for us
to complete our mission of raising a billion dollars for charity and creating
a movement that changes the world forever, great is understating what
we need to pull off.

In the fairy-tale story Cinderella, the Prince looks throughout the entire
town trying to find the right fit for the shoe he knows will fit his future
princess. He doesnt settle until he finds the perfect match. Your niche is the
same, you cant settle for anything less than perfect. This means that not
only do you need to ensure that your niche is profitable (to create a shift so
impactful its worth investing fruitfully in), you also have to ensure that the
niche is a passion of yours.

The first step is to take your niche ideas and run them through the profit-
ability questions. Once you have found an option that you know is profit-
able, your next step is to take them over the Bridge Of Death.

The Bridge Of Death

If anyone has seen Monty Python and the Holy Grail you will know the hi-
larious scene where they must approach the Bridge Of Death (If you dont,
your homework is to watch it on YouTube). In the movie, the King and his
men must cross this bridge which is guarded by The Keeper who greets
them with the following line; He who approaches the bridge of death must
answer me these questions three and the other side he see. If they get his
questions wrong they are cast into the gorge of eternal suffering. Our bridge
of death works very similarly except if you dont pass the question, you sim-
ply dont have a Cinderella niche and we are just looking for Yes answers.

Shall we begin?

1. If you had to work with this niche for the rest of your life without
the possibility of retirement would you be excited about the idea of
working with this niche?
2. If you knew you couldnt fail would this still be the niche youd
3. If you were going to die in 12 months time and had to coach a niche
in your final year, would you love working with this niche?


The Perfect Niche

+ 13


By finding and defining the Perfect Niche you are setting the basis for
everything that we do from this point forwards. This is the most exciting
point to get to and the best way to tackle this is quickly.

A lot of people spend upwards of 2 years in some cases looking for the right
niche. Time isnt the cure, effective questions are.

Sit down and spend a good couple of hours looking for the niche and if you
are still struggling to be decisive on your niche, then keep moving forwards
and come back to it in a couple of days.

Dont spend more than a week on this.


Niche Stalker
The aim of marketing is to know and understand the customer so well the
product or service fits him and sells itself. Peter Drucker

At Christmas time and many other occasions throughout each year, mil-
lions of bad presents are given out. Some people just dont give a damn
and other people really try to choose something awesome that they hope
the receiver will love but they just fail. Many people buy presents that they
think are great not what the recipient thinks is great.

Marketing works in the exact same way.

The problem is that most business-owners market things that they are in-
terested in, not what their niche is interested in.

The point we are trying to make doesnt just apply to your marketing, but
to everything you do with your business; your sales process, your delivery
and even the creation of your product.

You are about to undergo a process to understand your niche better than
they know themselves. Then we will take that understanding and apply it
to a process of communicating with them in a way that engages them and
inspires them to act.

The Demo-Doco

Before getting into a detailed understanding of our niche, lets just go over
the basic demographics.
Your goal with this is to be as broad or specific as you have to, based upon
your Perfect Niche. Some niches with a more specific offering can have a
little bit broader demographics and if you have a very broad offering, you
need super-targeted demographics.


Demographics: Answers:
Age (10yr gap)
Relationship Status
Job Title

The Stalker File

Now that we know exactly who we are targeting from a demographic point
of view, lets get an understanding of exactly what motivates our niche. Just
like the bad givers of presents, there are way too many bad messengers out
there. The goal for your niche stalker file is to understand how to extrap-
olate all of your niches motivations and figure out which motivations will
help us create effective messages. These include what messaging to use for
marketing. What messaging to use for sales and even what messaging to
use for your visions in your business.

There are 2 main kinds of motivators to consider; positive (towards-moti-

vators) and negative (away-from motivators). Both of these are extremely
useful points of view to understand even though some will be referring to
a similar motivation when you invert them.

For example - towards = being skinny and away from = being fat.

Even though they may seem like the same thing, some people respond rad-
ically differently to messaging that uses positive or negative motivators.
Some people take action when they are challenged with something they
are trying to move away from, like being fat. If they saw an ad saying sick
and tired of being fat it might engage them and inspire them to act. Other
niches might find that highly offensive and respond much better to towards
motivation like want to achieve your dream body?

On top of understanding the difference between positive and negative

when considering your niches motivations, the most important factor to


consider when choosing your messaging is the timeframe in which this

motivation is relevant. Is it long term or short term?

For example Achieving your dream body and knowing which foods to eat
are both positive motivators. However you would use those motivators to
help your messaging in completely different situations.

There are 4 categories of motivators that you need to know:

1. Problems
2. Solutions
3. Nightmares
4. Dreams

The Stalker File

Short term

The short-term motivators are your niches problems and the solutions
they seek most. Understanding these helps most with finding specific, at-
tention grabbing offerings that will help them solve a problem that is frus-
trating the hell out of them as well as giving solutions that your niche want
most. Perfect for blog posts, hooks (well get to these in the next chapter)
and any other marketing offerings that are relatively low risk.


10 Random Problem Examples (See if you can get the niches):

1. Dont know what to eat to build muscle

2. Get stage fright
3. Dont know where to find good quality men
4. Cant get out of bed in the morning
5. Get angry easily at partner
6. Dont know what exercises burn fat
7. Facebook isnt showing my ads
8. Boss isnt noticing my hard work
9. Cant get courage to approach women
10. Cant get a property loan

10 Random Solution Examples (See if you can get the niches):

1. How to create a Facebook Ad

2. How to ask a girl for her number
3. How to do a handstand push up
4. How to ask for a promotion
5. How to meditate
6. How to have more intimate sex with your husband
7. How to be more confident with friends
8. How to prepare cheap, healthy meals
9. How to handle objections like a pro
10. How to project your voice

Long term

The long-term motivators are the niches worst nightmares as well as their
biggest dreams that the future could hold. These can be utilized best when
you have the opportunity to verbally express these to clients. Videos and
sales calls are especially effective. When it comes to offers, the nightmares
and dreams can help create great offers for bigger campaigns like events,
seminars, webinars and challenges.

10 Random Nightmare Examples (See if you can get the niches):

1. To die alone
2. To get a divorce
3. To stay fat forever
4. To get fired from my job
5. To live in fear forever
6. To commit suicide
7. To go bankrupt

8. To get cancer
9. To fail in business and get a job
10. To never reach my full potential

10 Random Dream Examples (See if you can get the niches):

1. To have a freedom business

2. To wear a bikini and turn heads
3. To have unstoppable productivity
4. To become CEO
5. To become a ladies man
6. To marry an amazing man
7. To become super confident
8. To start my own successful company
9. To win a fitness model competition
10. To discover the dream relationship

Magnetic Motivator
The goal of being able to understand your niche better than they under-
stand themselves requires you to be able to use what motivates your niche
most to engage them to take some kind of action. You want to be able to
energize them and motivate them to engage with any kind of offer you put
forwards. It could be getting them to engage with a piece of content like a
blog or a video, it could be to persuade them to opt in on a landing page, it
could be to capture their attention at the start of a blog or video or even an
email or sales letter. In fact, you could even use the motivators to engage
people on a sales call.

There is a very specific order of the stalker file you can use to create that
magnetic effect and it is summarized in the Magnetic Motivator.


The magnetic motivator works by taking the people in your niche on a jour-
ney from the current negative situation they are facing to the positive situ-
ation you are going to take them to. If you look at the magnetic motivators
diagram, youll see the order that you take people through.

You start by talking about all the short term negatives they are currently
struggling with relevant to the offer and then you summarize the long-term
effect of those problems by talking about what will happen if they dont
take action with the offer you are putting forwards. At this point you have
made them aware of the fact that they need help and thats when you come
in and assure them that if they engage with what you are offering, their
situation is going to change. You start off by talking about what solutions
they are instantly going to get and then talk about how those solutions are
going to link to them achieving the relevant dreams with the offer at hand.

Example offer Nutrition Plan

[PROBLEMS] The problem at this point is that you have no idea what to
eat. Youve tried every diet under the sun, but not only do they cost an arm
and a leg, they dont work. You try to cook healthy meals, but it takes way
too long to prepare and most of the time you relapse and end up eating out.


[NIGHTMARES] The scary thing is that you are 100% honest with your-
self. You know that if you dont find the right eating plan then you will never
lose the weight. You will continue to hate what you see in the mirror and
worst of all, you will struggle to break through that place of fear that has
taken over your life for too many years.

[ASSURANCE] Rest assured, youre about to learn how to master your nu-
trition forever.

[SOLUTIONS] Youre about to have access to a balanced eating plan that

will have you melting off the fat in no time. The plan is cheap, super-easy
to prepare and even includes a shopping list to make it impossible to fail.

[DREAMS] By using this easy-to-stick-to nutrition plan not only will you
lose the weight and keep it off, youll be able to flaunt that bikini body and
have the unmatched confidence to live the life you truly deserve.

The Billboard Blueprint

The goal of a billboard is simple. The goal is to create huge exposure and
maximum brand awareness in a couple of seconds.
The goal of the Billboard Blueprint is the same; its to create a way for you
to communicate what you do in the shortest possible time and deliver it in
a way that will allow people to know what you do and want to know more.

Whenever you are networking or meeting new people and they ask you the
worlds most common question; What do you do? you can respond in a
short, sharp and impactful way.

The problem is that most coaches dont know what they are doing (Point
of difference and niche) and when they do, they dont tell people about it.
If you can start to communicate your message in the best possible way, it
is going to open up so many opportunities and generate leads and sales in

Before you actually fill out the blueprint and complete the activity for this,
there are a few success factors that I want you to note:

1. Spice it When creating your Billboard I want you to consider the

fact that the purpose is to stand out and excite people. You have to
put a spicy flair into it. Use powerful adjectives and make sure that
you really fill in the gaps as accurately as you can.


2. Deliver it This is the bit where most coaches stuff up. They strug-
gle to actually remember to deliver their Billboard Blueprint. It
must be practiced and you need to commit to speaking these words
every time you are asked. If you are with friends, family, talking to
a random person on the street or at a networking event - actually
deliver your message!

3. Nail it Delivering it is one thing, however, the key is in how you

deliver it. It needs to be passionate and it needs to be with absolute
certainty. Dont be hesitant, play full out and not only will you make
a great and memorable impression, youll set the tone as being the
authority in the conversation. This will inevitably make it easier to
close sales with people who happen to be in your niche.

4. Follow it lastly you just have to follow up. There is an 80% chance
that people will ask you more questions if you complete the first
few steps, so stay on target and commit to getting the meeting
booked in.

Lets take a look at the Blueprint:

Element: Answer (Example):

We help (Adjective and Niche): Powerful women
Achieve (Massive Promise): Find love
Via (Biggest Benefit): Igniting Their Inner Goddess
Summary (Example):
We help Powerful Women find Love, by igniting their Inner God-

Here are 5 more examples:

1. Dating - We help nice guys find their special woman by helping

them extract their inner alpha male.
2. Fitness - We help awesome girls achieve their dream body by creat-
ing an unbreakable routine of absolute health.
3. Anxiety - We help women with depression uncover their passion for
life through the worlds most supportive habit-building program.
4. Relationships - We help fiery couples uncover an unbreakable bond
by working on each individual to create patterns as a team.
5. Speaking We help big-vision entrepreneurs become global
thought leaders by developing them as unforgettable speakers.


Be a Walking, Talking Billboard. Liz Atkinson

The Billboard is extremely powerful when you actually use it. Growth Cat-
alyst at Winning International, Mario Paguio, has been known to generate
leads in the weirdest situations using his billboard. One time at a party that
he went to with old friends, he somehow managed to walk away with 3 leads!

The Commercial Calculator

When you look at TV or Radio commercials they are quite short, but they
are still long enough to actually influence how you feel and attempt to sell
to you whether or not you want to invest in a product, service or idea.

Your commercial is going to have the same effect.

Its going to be longer than the billboard and its going to be a great exercise
on how to engage your niche on a new level. A great time to use the com-
mercial is to bring it in after you have already shown them the billboard as
they start asking questions and also throughout the media and marketing
that you do.

Lets take a look at the Commercial Calculator (Example Relationship



Element Answers (Example):

You have it all ... You have it all ...
The job/life The house, the kids, the lifestyle that
you always pictured growing up.

You feel like you dont spend enough You feel like you dont spend enough
time on (pain) time on your relationship.
You are constantly (blank) and (blank) You are constantly arguing and hating
on each other ...
And you lie awake at night wondering And you lie awake at night wondering
where it all went wrong where it all went wrong.
You dream of the day you will You dream of the day will put your
(blank) differences aside and go back to
that amazing connection that made
you inseparable when you first met.
Watching movies and staying up all
night talking and looking into each
others eyes for days on end.
How can you have it all, by doing You struggle to see how that could
(blank) you are losing out on (blank) happen though; every time you bring
that you care about. up counselling you get shut down and
time is already scarce as it is.
Its not your fault and youre not alone. Its not your fault and youre not
Now, there is a solution Now, there is a solution ...
Specifically designed for people just Specifically designed for fiery couples
like you, a specific blueprint that with no time and a relationship thats
shows you that you actually can have constantly hanging in the balance.
it all
Its the exact same reason you actually The fact that you fight and get to the
can have it all. point of emotional overwhelm is the
very thing that brought you close in
the first place.
Buy my things and you can be one of Invest in my solution and Ill show
those people. you how you can uncover that un-
breakable bond and live in a rela-
tionship with deep love, support and


Summary (Example)
You have it all; the house, the kids, the lifestyle that you always
pictured growing up. You feel like you dont spend enough time
on your relationship. You are constantly arguing and hating on
each other and you lie awake at night wondering where it all
went wrong.

You dream of the day will put your differences aside and go back
to that amazing connection that made you inseparable when you
first met. Watching movies and staying up all night talking and
looking into each others eyes for days on end.

You struggle to see how that could happen though; every time
you bring up counselling you get shut down and time is already
scarce as it is.

Its not your fault and youre not alone. Now there is a solution,
specifically designed for fiery couples with no time and a rela-
tionship thats constantly hanging in the balance. The fact that
you fight and get to the point of emotional overwhelm is the very
thing that brought you close in the first place.

Invest in my solution and Ill show you how you can uncover that
unbreakable bond and live in a relationship with deep love, sup-
port and passion.

By creating a Commercial you are using your niches drivers to con-

nect and engage with them on a deep and emotional level. The key
to this is to embed this language into your communication patterns
and be able to bring it out when you are speaking with your niche
when you meet them or on a sales call.


The problem right now is that you are coaching people in an unleveraged
manner. You are continually coming up with new ideas for other product
launches, but they are either a bit of a flop or they just never come to fru-

One week you are planning to make a ton of new book sales, the next you
have a brilliant idea to get a few people to a retreat in Hawaii. Then you
spend the next 3 months writing out content for a new workshop you want
to run, but halfway through creating the content a friend and fellow coach
suggests you build a cheap online membership site and create a communi-
ty of thousands.

Because none of these strategies are hitting home financially you stick with
1-on-1 coaching.

The scary thing here is that you know its a dead-end. The more clients you
get the more you have to work and not only will you hit an income ceiling,
but you will put a limit on your highest value, impact. Even though you
try not to think about it, deep down you know if you dont change the way
things are working you may find yourself in the 4 out of 5 coaches who
dont make it through the first 3 years due to pure exhaustion.

Dont worry. You are not alone and its not your fault - the very industry is
built this way and you are set up to be in this situation. The good news is
that over the next few pages, were going to be revealing a blueprint for a
product funnel that has changed the game for every single client we have
worked with.

At its core, you are going to be learning how to extract your knowledge and
package it in a way that provides the most value to your niche and demands
a premium price point. Not only will this incorporate an extreme amount
of leverage by using online components, it is set up to provide the worlds
best experience and results when compared with any other coaching pro-

At the end of the day, because this product funnel is going to give you and
your clients the absolute best return, it is going to give you an extreme
amount of focus so that you can continue to build more and more momen-
tum sales-wise. The really cool thing is the fact that you can continue to

layer and layer levels of quality to your programs over time.

Scattered vs. focused coach

Sir Richard Branson currently owns over 400 companies. I respect Richard
Branson, I looked up to him when I was growing up, read his books and
idolized his success. I used to get so excited about the idea of having a ton
of companies all profiting, all with the same philosophies, all with the same
strategies and culture extending from one company to the next.

When I was 21, I was running 5 different businesses. I remember feeling so

passionate and enthusiastic, but looking back all I can see is ignorance. You
live and learn. The ideas I was launching were all great ideas, it was the fact
that I was scattered that was the issue.

Most people dont know this, however Richard Branson focused on the
launch of his first really successful business, Virgin Records, for 9 years
before he branched out. He worked exclusively in the record business for
9 years starting in 1970, before he bought a gay nightclub called Heaven.

Making the decision whether or not to have a super focused business mod-
el will make or break your success. If you can implement the funnel you
are going to learn, everything is going to get better - fast. You will build up
a consistent cash flow, become well known for the quality of your delivery,
have a lot more time to do what you love and uncover the pure love for
coaching that got you into the space in the first place.


So many coaches I see chop and change their model like there is no tomor-
row. Like I mentioned earlier; one minute its a retreat, the next minute its
consulting, then its an online membership site. Because you have so much
pressure and urgency to monetize everything it causes it to be rushed. This
inevitably leads to an unenjoyable flop or the sense of being overwhelmed
leads to inaction and nothing eventuates at all. The only reason I can say
this with such certainty is because I was there and it destroyed my results.

Lets revisit the dream that I set as my intended outcome for those reading
this book. There were 3 things I wanted to see you achieve;

1. Income
2. Impact
3. Independence

Im about to break down a model that all of our 6 Figure and 7 Figure Coach
clients use to run their businesses. This model works in a way that allows
for maximum income, impact and independence.

Im going to show you how running this model will easily open up the op-
portunity for you to scale to 7 Figures. Im going to show you a model that
can get your clients better results than any other competitor in the world.
Im going to show you a model that, once its up and running, can do all this
in less than 5 hours per week working in the business.

Over the last 5 years, I have met well over 100 super-successful entrepre-
neurs and spoken to thousands of small businesses owners and there has
been something that stood out like a sore thumb.

The key distinction that Ive noticed in wildly successful entrepreneurs

is that they are all long-term thinkers. They arent looking for a get-rich-
quick scheme and they arent trying to get the biggest return in the next
quarter, they are the entrepreneurs who are planning to be the best in their
fields over the next 20 years. The people who are planning to retire at 40
with a property portfolio of 100+ properties.

To benefit from this Product Funnel you are going to have to start thinking
long term. You are going to have to commit to set your standards to do
more than anyone else in your niche over the next 10 years and commit to
the idea that you will be the best. You have to declare that your courses are
going to be better than any other course for your niche in the world. If you
step up and make a commitment to being proactive you are setting yourself
up for guaranteed success.

Product Funnel:

The key here is that instead of having multiple products and therefore a
scattered focus, you simply have 2 main products: a keystone product and
a core product. These two products are the only ways you intend to seri-
ously monetize your business. The keystone and core products are going to
change your coaching business forever. From this moment on, nothing will
deter you on your road to being the worlds best at what you do.

If you look at Steve Jobs and his approach to Apple, he did exactly this. If
you look at the Apple product suite they have so much focus and for this
reason the products that they release are absolutely world class. Your goal
is to be the Apple in your niche.

I will be breaking down what each of these products should incorporate in

a moment. For now however, there is one main take-away that you need to
take on board and embody in everything you do. It comes from the ques-
tion; what do we do with all those scattered strategies?

The Product Funnel including the Keystone and Core products gives
you a world-class backend and all the strategies that once confused
you, become your frontend marketing.

If your free value is better than what your competitors charge for, you will
become an industry leader. Ryan Magdziarz


You are about to discover something that few coaches know and even few-
er coaches implement. Not many coaching businesses actually focus on

Seminars, workshops, membership sites and the rest of the scattered strat-
egies all lack elements that are necessary to get people to properly learn,
implement and be held accountable to provide results. This is why so few
people actually transform.

The reason that this product funnel is special is because even though you
will be using the front-end strategies to educate your niche, evolve their
mindsets and build trust, you will also be taking personal responsibility for
their results when they move into your funnel and become a part of your
keystone and core products.


We have a huge number of coaches approach us for help when they are in
danger of being broke or in debt. What is surprising is that a large percent-
age of these coaches have already built traction. A ton of coaches that begin
working with us have already got over 5,000 likes on their Facebook Page
and are making less than $1,000 a week (Newbie on the Coaching Ladder).

However, a large percentage of our clients who have less than 5,000 likes
are making more than $10,000 weekly (Successful/Leveraged on the
Coaching Ladder).

Why is this?
It can all be explained by the fact that the more successful clients are those
who have implemented the product funnel and so perform 10x better than
other coaches.

To break down the keystone and core products, lets quickly evaluate all the
coaching product types that you could create and take a look at what the
advantages and disadvantages of each are.


There are 3 kinds of products that you could create:

1. 1:1 One on one coaching is the most popular form, its what you
learn if you attend a coaching educational facility to get qualified
and is essentially hiring a coach to help you on a regular basis.
2. 0:M None to many coaching has really spiked thanks to the boom
of the online world. None-to-many coaching can include tape pro-
grams like Anthony Robbins Personal Power or it can include on-
line membership sites or courses that have little to no personal
coaching involved.
3. 1:M One to many coaching is the mixture of both 1:1 and 0:M. It
includes the ability to incorporate leverage and also have an ele-
ment of personal coaching involved.

If we look at a coaching program, I believe that there are 2 main parties that
we have to look out for when choosing a product: our clients and ourselves.
Which product will serve us the best and which product will serve the cli-
ents the best as well?

When looking at ourselves; we have 2 main goals. The first is Income;

Does this product us allow us to earn good money? The second is Indepen-
dence; does it allow us to create leverage and freedom?

When looking at our clients; we also have 2 main factors. The first is Qual-
ity; Does this product allow us to produce super high quality results and
deliver an amazing experience? The second is Quantity; Does it allow us
to make impact on a leveraged scale?

Lets evaluate the results:


One on one coaching is a bit of a balancing act - it contains some benefits

and also some downfalls. It allows us to charge a premium and earn quite
decent money, but to be honest I was being generous in giving it a tick in
this case, as there is a ceiling.

If we consider things from a time point of view, one to one coaching is a

black hole - the further you go in, the less time you have and the harder it
is to find your way back. A lot of coaches doing one on one coaching reach
the point of being overwhelmed for this very reason. If we look at one to
one coaching from the point of view of the clients, it can provide some great
results. You are obviously dedicating all your attention to one individual
and can therefore really help them transform. On the opposite side of the
spectrum, because your time is capped you lack the ability to help a large
quantity of people.


None to many coaching also has its pros and cons. Financially speaking, it
is usually a very low-end offer and especially for coaches who have been in
the game for less than 5 years. Coaches have to have an incredible following
of people to succeed with this or money wise its a fail.

From a time perspective its great, you work hard once, you spend a decent
chunk of time putting the product together and then you dont have to do

Lets look at the effect on the clients. Providing a result is where a none-to-
many program really suffers; there is no guidance, accountability or sup-
port and for that reason lacks quality.

From the leverage point of view however, there are actually no limits you
can have as many people purchase this product as you like.


The final option to consider is an amazing all-rounder. Financially it is set

up the best, being able to profit very quickly and on a large scale. Its pos-
sible to have a 7 Figure business with less than 1,000 likes on Facebook.
Time-wise its great in the long term but requires a bit of set up to begin

It is a similar story to the none-to-many product - you work hard once.

However, with this product you have to work harder to begin with because
you have a myriad of systems to include on top of the content creation.

With regards to the clients - from a results point of view its stupendous.
You have the ability to educate clients in a leveraged fashion and then coach
them with more presence. Group participation really aids the support.
Lastly, when we consider leverage and scale it really hits the mark. You
have to scale them with results; so again, its harder work in the beginning.
However, you can help thousands of clients through this system (given you
can generate the sales).

The answer should be clear by now - your Keystone and Core products
will both be built in a 1 to many fashion.


Keystone Product

The purpose behind the keystone product is to take your niche from Prob-
lem to Promise. Instead of messing around with a bunch of different prod-
ucts and taking them on a big adventure, you will be helping them have a
significant transformation that is specific to their goals right from the word

I have been in many different coaching programs in my time and have learnt
from virtually all of the significant thought leaders around the world in
some way, shape or form. One model that has been the hot topic of discus-
sion over the last 5 years in particular is the ascension model. If you arent
familiar with the ascension model, it is a way to scale people up through
your programs by getting them to progressively invest larger amounts of
money from $10, then $50, then $100, then $300, then $1000, then $3,000,
then $10,000 etc.

There are a few problems I have with this, but the main one is the fact that
a lot of thought leaders create nothing other than their high-end program
to actually focus on getting results. All the rest of the products are simply
to educate people on why they need to invest in the next program. Its like
an exaggerated form of a sales pitch.

The simple distinction that I want you to take from this, that also happens
to be the perfect lead in to the keystone product, is that your goal must be
to provide actual value, not sales value.

Instead of trying to convince people to do the next thing, you need to chan-
nel those efforts into getting them the most amazing results they could
hope for and also give them a world-class experience.

The purpose of the keystone product is to provide so much value

and help them achieve such great results that the core product is a

Well be covering the keystone product in much more detail in chapter 4,


Core Product

The goal of the Core Product is to help your clients achieve their dream
outcome. The way you organize it logistically depends on your niche. There
are multiple ways to run your core product.


In some cases where there are a couple of distinct outcomes you want for
your clients when they first begin working with you, your core product will
be structured like your keystone with a specific start and end point (it will
kind of be like delivering 2 keystones), the core will just be more premium
and deliver an obviously different outcome.

In most cases however, the core product will be a long-term program that
helps people continually achieve new milestones in their life and whatever
area you are helping them with.

A long-term core program is organized in a completely different way to a

keystone because with your Keystone Product you will have regular new
intakes. However with Core Product, it runs forever, so new clients need to
be able to enter your program at any point.

You need to have a way to allow people to enter your program at any point
throughout the year and bring them up to date with the rest of the clients.
They need to be able to access previous trainings and they need to be able
to be smoothly introduced into the group in a way that they feel like they
are a part of the community and that they understand how the program
works properly.

This process is what my good friend and superstar Taki Moore calls the
Onramp Process, based on the metaphor of a freeway entrance Onramp
where cars can enter a superfast freeway at any point by merely taking
an onramp that gets them going at the same speed as everyone else in the

I have been involved in many core programs that have ranged from costing
$15,000 for 12 months to over $100,000 and they have each been great for
their own reasons. Some have been content heavy and others personal de-
velopment heavy. One thing that Ive noticed in many cases is that core pro-
grams struggle to help their clients with support and accountability whilst
trying to achieve outcomes.

The reason this is called your core program is because it is going to be the
centre of your business and your biggest profit generator. On top of being
great from an achievement point of view these programs are also the most

The best thing about a core program is that you get to work with clients for
a longer amount of time and have a greater impact upon their life.

The most important aspect of the core program is to make a dedication to


helping your clients achieve results and to continue to build and develop
the program continuously, making it a better experience and generating
even better outcomes.

Case Study Camille Thurnherr (Ignite Mr. Right)

Results From $500 to $5000/Week

Camille is one of those superstar clients who only come around every now
and again; someone who takes 100% personal responsibly for their results,
that rocks at her craft and a lady who takes massive action.

When we first spoke with Camille, she was the perfect example of someone
who comes to us with a huge following and a model that wasnt serving
her. Camille was a doing a lot of 1 on 1 coaching and had a super low-end
product. Even though shes amazing at what she does, at this point things
were a little bit scattered.

Our first mission was to create a keystone product to properly monetize

her wealth of knowledge and make sure it was set up in the best possible
way to get her clients the results they sought. We spent an hour together
creating the blueprint for an 8-week course priced at $1,000. As soon as
we achieved that clarity the game started to change for Camille. The first 7
days after designing the program, Camille had the biggest financial week of
her entire career.

And that was just the beginning.

One thing that a lot of coaches dont think about when getting clarity is the
confidence that can come with that clear vision. With Camille we hadnt
done any marketing and hadnt even touched on any sales material, we just
got clarity.

Within a few months, Camilles Keystone product was allowing her to earn
$5-7,000 a week and it all came down to implementing the right model.


How much easier would it be to hit your goals if you had the step-by-step
blueprint laid out for your specific coaching business? The answer is that it
would be like taking candy from a baby.

Since beginning my journey as an entrepreneur and coach, to say that I

spend a lot of time in self-reflection would be an understatement. Im al-
ways trying to connect the dots and understand myself and the world in a
holistic manner. No matter how much I think I have it all worked out, there
are always more dots to join and evolve my way of thinking about the uni-

When it comes to productivity and the ability to be successful in business,

one of the biggest distinctions that Ive had is the difference between look-
ing at things logically versus looking at things emotionally. Considering
that applied knowledge is the backbone of every result that our business
sees, its deadly important to make sure that you do whatever it takes to get
yourself to move forward and to do so quickly.

Having the ability to detach emotion from success is one of the most crucial
understandings youll have. Emotion creeps in all the time.

When I was preparing for the launch of a Thought Leadership strategy that
I was working on called This Is Your Life Change, I had to tackle a few new
strategies that I wasnt familiar with.

This Is Your Life Change is a motion I set in place to try to make an impact
on a global scale. Myself and good friend, Mark Bowness are renting an
island in Fiji and inviting 6 people from around the world to participate in
2-week, life-changing experience. We are completely funding these people
to be able to fly to the island where we are going to be helping them bring
a secret dream to life (it could be a coaching business, social enterprise or
even a not-for-profit endeavour) and make a bigger difference in the world.

One strategy that we used to spread the cause and get close to 5,000 appli-
cants from around the world was media. Contacting people via mass-media
was something that Mark was quite familiar with but I myself had limited
experience. It was something that was completely foreign and my antici-
pation was that it was going to be a hugely difficult task, taking forever to

This was the emotion talking. The moment that I realized that I was taking
longer than I should have due to emotion I stepped up my game. Within
30 minutes, I had written a press release and connected with 5 journalists
with one great lead.

The moment I moved from a space of emotion to logic it all changed.

The goal for the Crystal Ball is for you to be able to put all emotion to the
side and create an exact roadmap from a place of logic. Im going to show
you how you can take your goals for the next 12 months and break them
down to what has to be done on a weekly basis to guarantee you will hit
your goal.

Average Client Value

The first step is to figure out a relatively accurate estimation of what an av-
erage client is worth to you. We call this the Average Client Value. This will
allow you to estimate how many sales you need to hit in order to hit your
financial goals in the business. On top of this it will allow you to see the true
power of the Product Funnel that I suggested for you.

To figure out our average client value (ACV) we are going to use a hypothet-
ical situation of having 10 sales go through the initial Keystone Product.

This will give us a more realistic way to hypothesize the figures and the
upsell rate, etc.

What do we need to know to find out our ACV?

Price of the Keystone Product ($)

Price of the Core Product ($)
The number of people out of 10 youd upsell from Keystone to Core

It is important to be decisive when choosing a price for the Keystone and

Core. I can tell you from experience that most people undervalue their
course. On top of that, every single time I have told a client to increase their
prices they have been happy with the results. Never in my time has some-
one made a logical decision to put the price back down after increasing it.
Be decisive and choose a Keystone and Core price point for now, knowing
that you can change this at any point. The best thing you can do is to choose
a number that will stretch you, but is still realistic. Choose figures that you
know are possible to hit.

Example Relationship Coach

This particular lady has a keystone product that goes for 8 weeks which
helps couples get their relationship back to a place of harmony and deep
connection. The price point is $2,000. This means that with 10 people who
total takings is around $20,000.

Her Core product is a 12 month program that helps the couple transform
as individuals and as a team together in their relationship and its $10,000
($5,000 each or $100 weekly per person).

When couples transform over the 8 weeks she has around 3 people go to
the core product. As a result, her total sales from the core is $30,000 and
if 10 people start the funnel, the relationship coach will make $50,000 in

This allows us to see that 10 sales are worth $50,000 in total, making 1 sale
worth $5,000 - and thats how we get the ACV.


Predicting the future:

We are about to look into the future and as I said to reduce the feeling of be-
ing overwhelmed and look at things logically. We are going to break down
exactly what has to be done every single week in order to be guaranteed to
achieve your 12 month goals.

We are going to be using one of my favourite strategies in the world, the

same strategy that I used to get the will to start Winning International and
set our mission of contribution.

To complete this activity you are going to need:

Your 12 month goal ($)

Your Average Client Value ($)
Sales Conversion Rate To Keystone (%)

The same principles that applied to the last activity apply to this in the
sense that you must be decisive. You have to make the call on your conver-
sion rate and you have to be quick to choose your 12 month financial goal.
This goal is not set in stone, this is just a great opportunity to see exactly
how you would go about nailing a 12 month goal for your coaching business
and knowing what has to happen to able to guarantee its achievement.

To start this activity we are going to first look at exactly where we want to
go - what do we want our finances to look like in 12 months? Because our
goal is to begin with the big picture and then break it down to make it more


specific, we are going to start with the 12 month goal and then find the
rough weekly equivalent.

We are then going to take our ACV and figure out how many Keystone sales
you need to make in order to achieve that goal. What this allows us to do
instantly is take away the emotion from the large figures and just see what
actually has to be done. This is what I call being realistic because num-
bers dont lie.

Now its time to incorporate your conversion rate. When we get to the sales
section of this book, we are going to be showing you how we have been
able to convert sales at over 90% and how we consistently help out clients
convert at above 50%, but for now just list down the conversion rate that
you are comfortable with.

Using this conversion rate, lets take the number one step further by fig-
uring out how many leads we need to generate to make those sales. You
simply have to ask how many conversations you need to have in order to
make that many sales in a week or year. If your conversion rate is 20% then
you multiply your sales figure by 5, if its 50% then you multiply your sales
needed by 2. You now know exactly how many leads you need to generate
in order to guarantee that you will hit the sales targets and the sales targets
needed in order to guarantee the financial figure.

The clarity for the future that you get from where we are up to so far is
amazing. The only problem is that you are left with the question, of this
sounds awesome, but How?

How do we generate that many leads and do it consistently? How do we

make the sales, etc? As I mentioned, youll be learning the sales strategies
that you need to convert highly in chapter 3 but for now, lets continue with
the activity to cement this clarity in stone.

You now know how many leads you need to generate to hit your goal so
my question to you is What 5 tasks can you do on a weekly basis that will
guarantee youll hit your goals? Seriously, by listing these out and com-
mitting to some leveraged weekly action steps you are guaranteeing your

When we start with clients we always help them map out an exact blue-
print of what needs to be done and it is a very helpful activity.
The thing is however, that just because someone knows what they have to
do does not mean that they will actually execute. This is something that we
have added to the Crystal Ball that has enabled people to take things that

extra step, looking backwards to really focus on what will ignite the chain
of events leading to them hitting their goal.

So. The last question I have for you is; Who do you need to BE to guarantee
that youll action those weekly activities? What you need to do is to list
out 5 specific traits that summarize exactly who you need to be.

Now you have a ridiculously specific roadmap:

You know exactly what you are striving towards;

You know how many sales its going to take to guarantee that figure
becomes reality;
You know how many leads are required to make that many sales;
You know what needs to be done every single week to guarantee
youll generate those conversations; and
You even know who you have to be in order to execute the catalyst
that will create all of these outcomes.


Lets look over how the relationship coach could apply this activity
to help her achieve the outcomes that she wants from the next 12

Example Relationship Coach

This relationship coach is a bit of a go-getter. She has some great ex-
perience and is really capable of providing transformations rapidly
that last.


To value herself to the fullest, she has set her goal for the next 12
months to do $500,000 in sales in the business or, if we look at it
weekly - roughly $10,000.

In the last activity we figured out that the average client value for
this coaching model was roughly $5,000 based on 3 out of 10 people
opting to work with her for another 12 months. This allows us to
calculate that approximately 100 sales for the year need to be made.
To reduce it further, 2 sales per week.

2 sales per week is not a huge figure, but lets take it one step further.
This coachs current conversion rate is around 25% for closing sales
which means that we need to multiply our sales goals by 4 to get our
leads needed.

She needs to generate 400 leads for the year or 8 leads per week in
order to hit her goal. So the numbers are clear; to make $10,000 per
week she needs to have 8 conversations and make 2 sales.

Its always easier to talk than walk, so lets break down the full re-
quirements. Lets look at 5 hypothetical weekly tasks that would
guarantee that we generate those leads:

Talk to 5 potential joint venture partnerships per week

Launch one new Facebook Ad Campaign per week
Ask for 3 referrals from each sales made per week
Do 1 keynote presentation to a group of prospects
Run 1 webinar per week

If 1 Facebook Campaign was launched (some kind of funnel), she

spoke to 5 potential joint ventures, delivered 1 keynote and ran a
webinar, she would be able to make at the very minimum 1 sale and
up to 20+. Then the referrals would just tip the sales over the edge
and secure the deal.

So as we know, the next question is who does this coach need to be in

order to pull off the above strategies on a weekly basis? What 5 traits
could this lady embody in order to be in a state that would ensure
that those tasks were executed?


Extreme Productivity
Action Taker

We know that if she embodies all of those qualities then achieving

those tasks for the week will be incredibly easy. So, the important
thing to reiterate here is that if she focuses on doing what is required
to embody those traits, then the action steps will be executed with
ease and the lead, sales and financial figures will all be achieved as a


The name of the game is clarity.

You have now been able to figure out a niche. Not only have you iden-
tified a niche that is profitable, but you have found a group of people
that really need your help and people that youd love to work with.
Using that niche, you have figured out how you can stalk your clients
using activities that wont get you arrested.

Using your understanding of what motivates your people, you have

learnt how to articulate a quick message to them which will engage
them and inspire them to take action.

After nailing the niche you became aware of the reason why most
coaches are scattered and how you could avoid it to set your product
funnel up for maximum income, impact and independence.

You learnt about the Keystone and Core products and the theory be-
hind how each of them work.

Lastly, you took all that clarity and looked into the future to see ex-
actly what you could do each week to guarantee that your long-term
goals will be achieved.

You have officially been taken away from a place of being unstuck
and unclear and moved to a space of being absolutely focused and




Going from hunting to harvesting.
We live on a planet motivated by survival. There are over 12 trillion animals
on earth and most of them wake up on an average day and have to think
about where they are going to find their next meal. Its a scary thought,
having to work hard to survive from day to day.

If we pause for a moment and think about the average human being, they
also live this way. You dont think its true? Think about it for a second.

76% of Americans in 2013 alone were living paycheque to paycheque.

More than three quarters of the country wake up in the morning and have
to hunt for their next meal, figuratively speaking.

As humans have evolved over time, the ability to leverage using people as
resources has become more and more utilized and over the last few hun-
dred years.

One of the big changes that happened through globalization was the ability
to leverage food. Growing crops and having the ability for one person to
become significantly wealthy by growing food for large groups of people
for months and even years has given us so much more potential to use our
time how we want. This change is the very basis of what separates us from
wild animals.

Wild animals have to search, hunt and even scavenge for food, whilst we
live in a time of leverage where we can work hard, create leverage and not
have to have any pressure at all about survival, in theory.

As I mentioned above however, this isnt happening at all. Metaphorically

speaking, most humans are living like their prehistoric ancestors and the
animal kingdom out there by having to continuously be on the brink of sur-
vival, day to day and week to week.
Unfortunately for most coaches, this very same mentality has carried
across to the way that they market and do business.

Most coaches are forced to hunt. Most coaches have to manually go out
there and search for their next meals, instead of being able to leverage and
generate leads and sales in abundance. This is the number one reason that
coaching businesses fail, as it completely kills the dream.

Income suffers due to low levels of leverage, independence suffers because

you are forced to continuously be searching for leads and sales and most
worryingly, your impact suffers.

Manual prospecting leads to the 2 reasons most coaching businesses fail;

firstly, not being able to generate enough business and secondly, downright
exhaustion and overwork.

The purpose of Attract is to change the way that you approach generating
leads to a leveraged approach.

Your goal is to become the harvester, not the hunter.

The Harvester is smart and maximises his time by planting thousands of

seeds at once. He waters and nourishes their growth and then after stra-
tegically growing the crops in the right way, he is able to harvest in abun-
dance. He doesnt have to worry about that next meal, instead he is always
planning to expand and grow more high-quality crops and leverage on a
greater scale.

Throughout this chapter, you are going to learn how you can master your
marketing and attract high-quality leads in a leveraged fashion. You are go-
ing to be able to completely control the growth of your lead generation as
opposed to living on the edge and being at the mercy of the environment
and market conditions.

This chapter is split into the 2 highest leverage strategies that you can use
as a coach. Either one of these strategies that can take you to 7 Figures
when applied in the right way.



When I first heard about online marketing I was scared. I was petrified, to
be honest. I didnt know why exactly but I guess it was probably because
it seemed so damn complicated. The real reason why was because I didnt
understand it.

It may seem ridiculous but when I thought about online marketing, wheth-
er it was Google Adwords, Yahoo or Bing Ads, finding affiliates to promote
your products or even SEO, I thought that you just put money in and the
internet ate your money up if you didnt do things right. I know it sounds
kind of funny, but I believe a lot of people also struggle to connect the dots
around why online marketing works and how you can make the most of it.

The reality of what online marketing does is that it gives you the oppor-
tunity to put your message out there in a leveraged fashion to your niche.
Nothing more.

In most cases it just gives you access to what we call traffic, it just allows
you to put yourself in front of thousands of the right people in the attempt
to convince them to buy your stuff. So when we think about online market-
ing and paying for advertising online, I simply want you to think about it in
regards to it providing an audience of your target market or niche. If you
can understand that principal and understand how to strategically take a
cold prospect to a hot lead then you instantly have 100% control over how
fast you want to grow.


Have you ever tried to ask someone out on a date before? Of course you
have. You know that its quite the daunting task to approach someone you
are interested in and be the one to break the ice and initiate contact. If a guy
who was well presented and a generally nice and normal man walked up to
a generally nice and normal woman (who was single) and was really polite
and then gave a compliment and then after breaking a sweat asked her out,
is there a chance that she might say yes? Yeah, probably. What if he asked
for sexual intimacy right there? Most definitely not!

He would completely break trust.

What if they went on the date to the movies, they were holding hands and
then at the end of the movie he asked her for a cheeky kiss, do you think
shed say yes? Maybe; some would, some wouldnt.

The moral of the story is that there is a process that has to happen between
the time that the couple meet and the time that they take things to the next
level. The exact same rules apply to internet/online marketing.
In both cases trust has to be built. You need to show your value and develop
a relationship before taking that next step. In online marketing we call this
a funnel - a series of steps that need to happen to take someone from being
a cold prospect to a closed client.

Scaling Risk
What most coaches do when it comes to online marketing is that they walk
straight up to a random person in the street and ask them to have sex, there
and then.

They will send ads to people getting them to buy a spot in their program,
they will market a free event which is the equivalent of going in for a French
kiss instead of introducing yourself. Even marketing people give the option
to have a free session with you which is the same as asking someone to
engage intimately instead of first saying hello.

The art of successful online marketing comes with how skilfully you can
Scale Risk. This means the ability to warm up a cold prospect that you
have just started marketing to.

You are about to learn the art of picking up a client, how to seduce someone
into sealing the deal and entice them into an amazing long term relation-

The Funnel Theory

If you look at the funnel theory graph you will see that there are 2 main
measurements to consider; Risk and Trust. Your goal is to scale risk as
you build trust.

Online marketing is not about deceiving, its about giving.

If we look at the Risk-Axis, you will see a list of different kinds of offers that
become more risky the higher up you go. Before we explore what these are,
lets have a look at what constitutes risk. People assess risk in 2 main ways
online, by how much Time investment is involved and how much Finan-
cial investment is involved. Due to the speed at which competition online
increases, financial investment is less relevant because getting content for
free is assumed most of the time, so the biggest consideration that we are
going to focus on is time investment.

On the Value-Axis the goal is purely to get them to the point at which they
are ready to buy. As you can see, the further you can scale up the y-axis, the
more trust is required for them to engage with it. However, if you can get
them to engage in the value that you provide then the higher the risk the
more trust you build. For example if you get someone to read a free blog,
it is fairly low risk and therefore it builds a relative amount of trust. If you
get someone at an event to watch you present, which is much riskier for
someone to attend, youll build a lot more trust.

I remember working with a coach who was trying to market to people to

register for a free event that he was running. It was a 2-day event and he
claimed that it was worth $1997. The reason that he claimed this was be-
cause it was true. He took the course that he usually charged $1997 for and
decided to offer it for free, to give so much value to people that they would
want to work 1 on 1 with him. Sounds fantastic, doesnt it? However, he
was relying on random people that he had only just started marketing to, to
be willing to register for an event that would cost them 2 days of their life
and as a results only a couple of people attended.

There is a lesson to be learned here.

The reality is that it doesnt matter how much value is on offer, if it is too
risky of a sell then no one will opt in and he learned that the hard way.

Lets go through the different types of value we have extending up the Risk-Axis:

1. Free Free applies to anything that doesnt require an opt-in and

is very quick to consume. Blogs, free videos, case studies and free
interviews are all great free pieces of value.
2. Hooks Hooks are super easy-to-consume pieces of value that do
require a free opt-in to access. Blueprints, reports, checklists and
cheat sheets all come under the Hook banner.
3. Video Series Video series as the name suggests is a series of vid-
eos in which you can use to build a ton of trust, overcome objec-
tions and indoctrinate people into your Business DNA.
4. Events Events are seminars and webinars. Obviously it takes a
lot of risk for people to spend an hour or more on their laptop and
even more risk to invest a few hours or a few days to learn from you
(even if its free).
5. Bridge The Bridge is the session that you use to officially bridge
the gap between Free versus Paid value. It is essentially a sales ses-
sion, but you concentrate on providing as much value as you can
during the interaction.

Ever heard the term there is more than one way to skin a cat? This old
proverb is true when it comes to building trust with your audience. In fact,
you can market a million different ways to achieve the same outcome and
get someone in as a client. The cool thing about this is that you can mess
around with heaps of different orders and combinations to provide value.
As long as you build people to take action and get into a bridge session with
you, where they can then become a client.

Along the Trust-Axis in the Funnel Theory Diagram, there are a number of
steps that you might take. For example, you could go; 1, 2 and then 5. You
could go 1 then 5 or you could go 2, 4, 5.

Lets see how those examples might work:

1-2-5 = Could be a free video ad on Facebook, then you could tell them to
opt-in for a free Blueprint that you are marketing and then on the thank
you page you could offer them a free session with you.

1-5 = This combination could be a blog that you market, followed by an

offer of a free session with you.

2-4-5 = This could be a Free Cheat sheet and then on the thank you page
you could get them to register for a live 2 hour event that you are running
and then at the end of the event you could get them to sign up for a free
session with you.

All you can do is try with your market and see how they go in regards to
conversion. If the funnel is working, then keep it going. If it isnt, then you
can change it or you can stop it altogether and try something else.

Throughout this chapter you are going to learn 4 proven funnel strategies
that we and our clients have used to get great results that you can model

In order to make an online marketing funnel successful, you need a lot of
different elements to be in place.

On a date, you need to think about how to dress, choose a location, be able
to communicate well, be decisive about asking to see more of the other
person, etc. A successful date requires the right combination of many in

gredients. A successful marketing funnel does, too.

You are about to learn an overview of all the different ingredients to con-
sider when putting together a marketing funnel.

1. Topics

Topics are one of the most crucial elements of each piece of value that you
put out. The topic is what you choose your piece of value to be about. If you
are running an event, what is the topic for that event? Between 2 funnels
that have identical ingredients for everything other than the topic; a good
topic might generate 100 leads whilst a bad topic generates 0 leads.

2. Copy writing

Copy writing is the way that you craft your wording of things. Your head-
lines, your sales messages, your video scripts etc. Good copy will engage
your audience and inspire them to act, whereas bad copy will lose the pros-
pects attention and have them exit your funnel.

3. Landing pages

Landing pages are the website pages where prospects land to find out
about a given offer that you put forwards. Most of the time they land to be
able to opt-in, register, or occasionally buy.

Complementary to the landing page is the thank you (TY) page. The TY
page is most effectively used to intrigue your audience to take the next step
while they are in the zone. As they say Strike while the iron is hot.

4. Email marketing and Automation

Email marketing and automation is the series of automated emails you

have strategically set up to fire when people take action throughout the
funnel (Straight after someone registers for a webinar, for example). The
goal of email marketing is to nourish your leads with trust and get them to
progress through a funnel feeling that they are being valued.

5. Ads

Advertising in an online sense is when you pay a platform for traffic in or-
der to get them to enter your funnel. Examples of online Advertising Plat-
forms include; Facebook, Google, Twitter, Linked In, and YouTube etc.

99% of the time you will pay for advertising through a social media or
search engine. Traffic is one of the most important elements to marketing
and it is particularly important with a new coaching business. Advertising
usually involves some kind of media like a photo or a video and relevant
text or copy.

6. Remarketing

Remarketing is a new service that I believe is the new email marketing. Re-
marketing allows you to segment traffic and prospects onto different lists
of people based on the action they take in your funnel and then advertise
to them accordingly.

For example; you can create a list of traffic that visited your landing page
and didnt opt-in, so that you can then RE-market to them to try and get
them back to the landing page to opt-in. Remarketing is a cheap way to
maximize every single campaign. Facebook and Google Remarketing are
currently the most popular platforms.

7. Funnel Stages

The funnel stages are the different value pieces and marketing material
that you put into place to get the highest possible of people come through
as a lead. The marketing stages ingredient is essentially the funnel plan.

8. Bridge

The bridge is an important element to the funnel as its the session in

which sales are made (as mentioned earlier this chapter). Because you are
now selling a high-end product and you have a premium funnel, you will
be speaking with people to close them as a client. This is where the magic
happens and you get the chance to make the distinctions they need to get
to change their life.

If you have ever watched one of those reality TV cooking shows like Mas-
terChef, you will be well aware of the fact that having the right ingredi-
ents isnt a sure thing to get the same outcome. You might have 5 different
people baking a cake with the same ingredients and end up with 5 very
different looking and tasting cakes. Even though you now know the ingre-
dients, dont think that the outcome is a sure thing. You have to know how
to master each ingredient and how to mix it in properly at the right time in
order to have a chance.

We are about to go over 4 funnels that have worked extremely well for our
clients because the ingredients were properly mixed. We will start off with
the most basic funnel and then go through to the ones that take a little
more effort.

Video Funnel
The video funnel is a very simple one. It essentially uses one video to build
a ton of trust and then ask prospects to apply for a Bridge Session with you
from the same page that the video is on.

Why it works:

The reason that the video funnel works well is because you are building
trust in an engaging way by using video. It is relatively easy to execute and
you get the opportunity to link your call to action, making it relevant to the
topic presented in the video.


1. Ad You create an ad that promotes the video. Using an image here

that is a print screen of the video (if you have something interesting
like a cool model on the whiteboard or nice scenery in the back-
ground) and overlapping text that highlights the promise of the
video is a great way to run the ad.
2. Landing Page The main purpose of the landing page is to get the
visitor to watch the video and then opt-in for the Bridge Session. To
do this you need to have the video right at the top of the page nice
and large. You then need to have an impactful headline above the
video that reiterates the main promise of the video and a sub head-
line that tells them to watch the video and outlines a benefit. You
then need to deliver an absolute killer video that goes for between
3-10 minutes. Under the video you have to include instructions for
the Bridge Session. Embedding a form under those instructions is
going to be a great place to do it.
3. Thank You Page The thank you page gives you a great chance to
build trust with your prospects a little more. You should give them
some quick HW for their session and make them clear about what
is going to happen between now and when the session occurs.
4. Bridge Session The bridge session is where you will take your
client through the sales process.


1. If you build a remarketing list for the people who visit the page and
havent opted-in then you can launch a remarketing ad reminding
them to claim their free session.


1. When they opt-in you should send them a message explaining what
is going to happen between now and the free session.

Success Factors:

1. The topic is the main thing that will determine the success of the
campaign. If the topic is great then youll get a lot of people to the
landing page.
2. The quality of the video content. This comes down to the footage
quality, the quality of content and your presence in front of the
3. Creating a video and some super quick homework for prospects to
complete on the ThankYou page after they opt-in for the session
will allow more trust to be built and prospects are thus more likely
to show up for the session.


One of our clients, Camille Thurnherr, a female dating coach has used this
strategy to successfully generate up to 6 leads per day consistently at a low
cost-per-lead. We got her to have a professional video filmed where she
talks about her journey and how she found her man and then gets people
to book in for a free Ready For Romance session with her.

The success that Camille has had with this shows how well even a simple
funnel can work to grow your business.


Challenge Funnel

The challenge is a funnel that we have experimented with recently.

It is a relatively new strategy and for that reason it works really
well. You essentially market a topic that promises a medium-term
result. This means that it would be a major solution prospects are
seeking - for a fitness coach it might be an Unveil Your Abs chal-

You create a scheduled starting date and throughout the challenge

you create 7-14 videos that help people really understand what
they need to do to get results and why each of those things are im-
When people apply for the challenge they submit their phone num-
ber and throughout the challenge you have 3 main calls with them;
A Qualification call, a Trust building call and a Sales call.
Throughout the challenge they get access to the Facebook group
with all the rest of the participants. You can choose to put your con-
tent video in that Facebook group or you can put them in a mem-
bership site and give them access to that.

Why it works:

The reason this works is because you get the opportunity to build A
LOT of trust with your prospects. You get to speak with them on the
phone, they consume a ton of your value and are part of an awe-
some community thanks to you. The downside of this is that it does
take more time than the average funnel to put together. Its perfect
for someone who has decent time but is cash poor.

1. Ad You have to choose a hook that is relevant to the topic
for the challenge and market the hook to people.
2. Landing page The landing page for the hook needs to be
kept very simple: reiterating the promise, showing a picture
of the hook and having a simple opt-in that only requires
their email.
3. Thank You page The thank you page for the hook needs
to be a cloned version of the landing page for the challenge.
The only thing you would add to this page is a message at
the top of the page telling them that their hook will be in
their inbox in a few minutes and telling them to register for
the challenge while they wait. Under that message will be
the exact same landing page for the challenge.
4. Ad You also need to run ads that direct straight to the chal-
lenges landing page. The ad should simply emphasise the
main promise of the challenge.
5. Landing Page Because this is quite a high-risk piece of
value that you are marketing, its important that the landing
page creates a sense of trust. You should start with a designed

banner that reiterates the branding and outcome that they saw
on the ad. You should then have a headline that mentions the
main outcome and promise that theyll achieve for their involve-
ment in the challenge. Youll then film a video that summariz-
es all of the main benefits of being involved, put in a benefits
section to the page and finish it off with some scarcity around
the number of spots available in the challenge. Youll want to have
between 15-30 qualified participants. Finally, you will need a reg-
istration button at the bottom of the page.
6. Thank You Page The thank you page has a similar purpose to the
thank you page for the Bridge session on the Video Funnel; your
goal is to make sure that clients are clear exactly what is going to
happen between now and the start of the challenge. Let them know
that they are going to receive a call and why you are going to call
7. Qualification Call The purpose behind the qualification call is to
make sure your value align, build some trust and make sure they
have their spot secured for the challenge. The important element
here is to book them in for a Trust building call at some stage
throughout the challenge. To do this you need to make sure you
come up with a good reason for what kind of value you want to put
into that session. Keep this call to a maximum of 15 minutes.
8. Delivery After they have been qualified you need to put them into
the Facebook Group and give them access to the membership site if
you are putting the video there. Make sure clients know they need
to post up a video intro for the challenge. Throughout the 7 or 14
days (7 days is better as its short and sweet) make sure that you
are being interactive and answering any questions that they have
as well as encouraging them and keeping them active.
9. Trust Call In your scheduled trust call your goal is to find out
your clients goals and give them as much value to help them get
there as possible. You want to pre-frame your Keystone product in
this call. At the end of the call, book them in for the Bridge Session
because you ran out of time in this session. Make sure you keep it a
maximum of 30 minutes.
10. Bridge In this Bridge Session your goal is to close the sale of your
Keystone product. This call can go for 45 minutes or longer.


1. The first piece of remarketing that you need to do is to make sure

that the people who visited the landing page for the hook and didnt
opt-in are reminded about the offer. A simple ad that highlights the
benefit and promise of the hook is all you need to put in there - the
goal of this ad is to remind them that they were interested.
2. You also need to remarket to those who didnt opt-in for the chal-
lenge. You need to create a list of people who visited the landing
page, but, didnt make it to the thank you page. Make sure that you
create an ad for this list that reminds them to opt-in for the session
and gives them the impression of scarcity around the attendance
numbers and time they have left to register.


1. The first email that needs to be sent out to them is for the hook. As
soon as they opt-in for the hook, you need to create a follow up se-
quence that gives them the product that they opted into in the first
place. At the end of that email incentivize them to register for the
challenge and have a call to action that points them to the landing
page for the challenge.
2. You also need to create an email that tells them the next steps that
they need to know between now and when the challenge begins.
Highlight the fact that they are going to be called and that it will be
a super quick call to make sure that their values align.

Success Factors:

1. The first success factor is the topic of the challenge, as always. If

you can market something that your niche would consider to be
a hot topic then your campaign has a great chance at providing a
pretty awesome return.
2. Your ability to call through the entire list of applicants. There is
nothing hard about the conversations, they just take time. Howev-
er, if you cant get through them then you wont have people in the
challenge to close.
3. Booking in the next call. If you make the mistake of leaving a call
with a qualified lead by merely proposing to get in contact over
Facebook or text to organize a time to chat further you are shooting
yourself in the foot. Its crucial that on the qualification call you
book in for the trust call and in the trust call you book in for the
Bridge Session.


We have had a ton of clients use this strategy with awesome results. In
one campaign that I launched using this strategy offering a Sales Mastery
Challenge, we were able to get a huge return. From a $372.84 advertising
investment we were able to generate $45,000 in sales in return. We gener-
ated around 50 leads and ended up having 15-20 people in the challenge
and then made 6 sales from that.

Webinar Funnel
The webinar is a modern day seminar. You can run them at anytime from
anywhere around the world. Its a great way to build trust with lots of peo-
ple at once. However, due to the fact that a lot of people have being running
webinars, it has been getting less effective for those who dont innovate
and make the sessions more interesting.

Why it works:

The webinar funnel works well because it gives you the opportunity to
build trust with people over the period of an hour or 2 and also gives you a
few chances to book people in for a Bridge Session. In some ways it builds
trust in a similar fashion to running a seminar but its lower risk creates
greater appeal for prospects. By the same token, people can leave quite
easily, so a webinar only produces a good return when it is done really well.


1. Ad In a very similar fashion to the challenge, the webinar funnel

also uses a hook to scale risk and decrease advertising costs. You
have to choose a hook that is to the topic for the webinar and mar-
ket the hook to your niche.
2. Landing page The landing page for the hook needs to be kept
very simple: reiterating the promise, showing a picture of the hook
and having a simple opt-in that only requires their email.
3. Thank You page The thank you page for the hook needs to be a
cloned version of the landing page for the webinar. The only thing
you would add to this page is a message at the top of the page tell-
ing prospects that their hook will be in their inbox in a few minutes
and telling them to register for the webinar while they wait. Under
that message will be the exact same landing page for the webinar.
4. Ad You also need to run ads that direct straight to the Webinars
landing page. The ad should just highlight the main promise of the
5. Landing Page The landing page for the webinar is a moderate-
ly risky thing to market. A lot of people click and usually a decent
amount register but the hardest part about a webinar is getting
them to attend. You want to make sure that you include a killer
headline that promotes the main promise of the webinar. It is im-
portant to include the major benefits of the webinar as well as some
basic information about yourself and the logistics of the webinar
(Start time in relevant time zones and the date of the webinar). Un-
der this you want to create a sense of urgency about the webinars

starting time and scarcity about the number of places available.
6. Thank You Page The thank you page for the webinar is absolute
ly crucial as its one of your biggest opportunities to convert people
into a bridge session with you. You have to acknowledge that they
have successfully registered for the webinar and then capture their
attention at the top of that page with a headline that suggests the
opportunity. Then you have 2 main options; you can put a video up
that explains the benefits and tells them to apply for the bridge ses-
sion or you can write really good copy enticing people to opt-in for
the session. You will then have some instructions under the video
or copy telling people to fill out the application form at the bottom
of the page.
7. Webinar Delivery The goal of the webinar is to provide lots of
value throughout and then seamlessly progress people to have a
session with you afterwards. To run the webinar we use GoTo We-
binar. The 2 biggest challenges with the delivery of the webinar
are to get people to stay around until the end of the webinar and
to get them to apply for the Bridge Session. The key to solving the
first problem is to make sure that you provide a promise of a bo-
nus giveaway for all people who have attended until the end and
to make sure that you keep the webinar as interactive as possible
throughout so that they stay attentive the whole way through. At
the end of the webinar you need to sell people on the benefits of
having a free session with you and then give them a link to a form
that they can use to apply for the session.
8. Bridge In the Bridge you give a ton of value and then set your goal
to sell them into your Keystone product.


1. Like with the challenge, the first piece of remarketing that you need
to do is to make sure that the people who visited the landing page
for the hook and didnt opt-in are reminded about the offer. A sim-
ple ad that highlights the benefit and promise of the hook is all you
need to put in there; the goal of this ad is simply to remind them
that they can still opt in.
2. You also need to remarket to those who didnt opt-in for the webi-
nar. You need to create a list of people who visited the landing page,
but didnt make it to the thank you page and didnt register. Make
sure that you create an ad for this list that reminds them to register
for the event.
3. The last piece of remarketing that you could do is to encourage
people to attend the live training. You have to create a list of people
who visit the landing page and then youll put out a remarketing ad

the day before the live training to remind those people about the


Because the name of the game for webinars is to get people to attend your
email lead up, sequence is key.

When people register for a webinar that you are running through GoTo We-
binar, they are automatically sent a series of emails; a confirmation email,
2 reminder emails (1 day before and 1 hour before) and a follow up email
(1 day after the webinar). I would suggest leaving all of those except the
follow up email, turn that off.

Leaving them on allows you to have a backup if your email-marketing

provider doesnt work or has a tech glitch for some reason. The following
emails are what I would suggest adding to the mix.

1. Confirmation (Immediately after registration) Send them an

email reiterating what they have registered for, the main benefits
and requesting them to make sure that they are on time.
2. Calendar Email (A few hours after registration) Send them an
email with the title, promise, time, date and registration link. In ev-
ery email reiterate the benefits.
3. Reminder (1 Day Before) Send them an email talking about your
excitement for the webinar tomorrow, make sure that you give
them a reason to be excited. Put the registration and main details
in the email too.
4. Reminder (3 hours before) Send them an email saying that the
webinar is starting in a few hours. Tell them to bring their A-game
and reiterate the main benefits. Put the details in there again.
5. Reminder (1 hour before) Tell them that you are getting ready
for the biggest webinar you have ever run and that youll see them
soon. Put the details in there again.
6. TEXT MESSAGE Reminder (1 hour before) If your email market-
ing software allows this, sending out a text message an hour before
will boost show up rate by 30%.
7. Reminder (Now) Send this out 15 minutes before giving them the
link and telling them that you are about to rock.

Success Factors:

1. The topic will determine the level of registrations and attendance

that you will get; depending on how important or valuable this top-
ic is to your audience. Nail it.
2. The thank you page. Being able to have a really relevant and ap
pealing bridge on the thank you page will boost bridge sessions
that you get and this is the sole reason we are running the webinar.
3. The delivery of your webinar is key. Being able to make them excit-
ed about your promise and to stick around for the whole webinar
is crucial so that you get a chance to sell the next step.
4. The relevance and quality of how you link the Bridge session at the
end of the webinar. This isnt just about having a great bridge topic.
This also comes down to how confidently you present the offer.


In this case we are going to give a bit of a different example, because it is

quite cool. A few months ago we were running a challenge on the topic
of Facebook Ads and how you can use webinars. One of the participants,
a young man, became excited about the homework we set and actually
launched a webinar. He was a mindset coach on the topic of financial man-
ifestation, but at this stage he was still working for someone else. He ran
the webinar and made 8 sales @ $1000 per person. $8,000 isnt the largest
number of all time, but this was someone with little marketing knowledge
and was still able to create phenomenal success from just getting the keys

Video Series Funnel

Why it works:

The reason that a video series works is because it gives you the chance to
hook, engage and build trust with people 4 times in a few short days and
then get them hot and ready to buy/apply. The strategy behind how we
launch the video series also uses elements of how the Video Series King
(Jeff Walker) uses video series to launch new products. Because you are
having the chance to show your authentic self and educate people over vid-
eo it really allows them to not only buy into the content, but to buy into you.


1. Ad With a video series you want to nail the topic and essentials
behind ad copy like in a normal campaign, but you want to add a
bit of hype around the fact that this is a brand new video series. A
high-quality action shot of you speaking can be a great image for
the ad like in the video funnel.
2. Landing page A super-effective strategy that we recommend do-
ing with your video series is to make the first video the landing
page. This changes the game with opt-ins because if you nail the first
video then the percentage of people who opt-in will be far greater.

All of the pages must include a video series banner, a video title, the
video and a comments section below. Most landing page software you
can actually time the arrival of buttons with calls to action (CTAs).
With this first video you want to allow the button to pop up around
half way through so that people engage properly before going to the
next video. At the end of the video you have to tell the prospect to click
the button below to access video 2 and then have an opt-in box ap-
pear. This will take them straight to the second page to watch video 2.

The first video is what we call the Wow & How video. As the name sug-
gests, the sole goal is to capture peoples attention to the point that they
watch the whole video series. Inclusions for video one are as follows:

Promise Promising people a huge outcome that they will get

from watching the series.
Dispelling Myths Going over the common objections that
people usually have when approaching this promise.
Case Studies Educating your audience on what is truly pos-
sible as a result of following what you are about to show them.
Hook Getting them excited for the next video and then telling
them to click below to access it.
Getting them excited for the next video and then telling them to
click below to access it.

3. Video 2 The goal of the second video is to get people to progress

through to the next video. We call video 2 the Transformational Ed-
ucation video. The purpose of video 2 is to educate them on exactly
WHAT needs to be done for them to get results.

Promise You want them to understand that in this video they

are going to learn everything they need to get the results you
promised for the series.
Case Studies Mention to them that before you break down the
content you want to run over a couple of case studies of people
that used this process so that they can learn from their experi-

What Create and break down a model that explains the keys to
getting the results that the video series promises.
Hook - Get them excited for the next video and then tell them to
click below to access it.

4. Video 3 In the third video our goal is to get people engaged and
then excited for a free bonus in video 4. We call video 3 the Owner
ship Experience. The goal is for your prospects to feel like they un-
derstand in more depth the details of how they are going to achieve
the results laid out.

Promise In this case you are getting your audience excited

about the fact you will be explaining the HOW of getting results.
Future Pacing Before you get into the content, you ask your
audience to pause for a second and just think about how amaz-
ing it would be to actually get the results from this series.
Seed You should then mention that your goal is to not only tell
them everything they need to know to get results, but to actu-
ally be able to guarantee that they do. Tell them that what you
have decided to do is to put together a special once-off offer that
will allow your audience to guarantee that they will be able to
achieve the outcome.
How You then break down a more detailed version of how
your audience can do each of the things that you told them they
had to do in the last video.
Hook The hook here is really important because you are get-
ting them excited for a Free Secret Bonus that can ensure they
get the outcome.

5. Video 4 The goal of video 4 is to get your audience to join your

bridge session. We call video 4 the Secret Bonus video. Its about
selling the awesome value that you will give in your Bridge Session.

The reveal You mention the fact that you had a big reveal and
then tell them the name of the Secret Bonus (Your Bridge Ses-
Promise You mention that in this video you are going to be
breaking down how your secret bonus is going to give them the
outcome they want, 100% free. (Not all bonuses have to be free,
you could be selling a session for $97 or something along those
lines, it is worth split testing).
Benefits You go through and list the benefits of what this ses-
sion is going to give them. It is important to list 3 of your clients
biggest objections to signing up to your session and then tack-

ling them throughout this section.
Logistics you explain to them how the session is going to
work. I would suggest having this as numbered steps. A really
great thing to do here is to do some detailed future pacing about
how everything is going to work. For example: 1. You will fill out
a form that will get sent through to use, 2. We will be reading
this and it will allow us to analyse how we can help you most in
the session, then 3. You will receive a call from Sarah who will
etc. You choose the logistics; you just have to make the clients
very aware of what will happen.
Action After your clients know the huge promise of the se-
cret bonus, the benefits of what it will give them and how it all
works, you have to tell them what to do right now. Same as all
the other videos, you should have the button appear half way
through the video below it. At the end of the video it is very im-
portant to tell the viewer to go below and fill out the form and
that you cant wait to talk with them soon.


1. The first piece of remarketing that you want to do is to get people

who havent opted in for video 2 yet. The best way to do this is to
create a cloned version of the landing page and place the opt-in
form for video 2 there. Send them to this page and make the call to
action for video 2 really obvious.
2. The second type of remarketing that you want to do will be getting
people to watch the next video by marketing the hook of whats
next. For people who have visited the second but havent visited the
third, create a remarketing list and ad for people who have visited
the third but not the forth, create a list, etc.
3. The last remarketing effort you want to put forwards should be try-
ing to convince clients to claim their Secret Bonus. For this you
want to make sure that you create a cloned page of video 4 where
the form is straight below the video.


1. The first email will be sent as soon as someone opts in to watch

video 2 and the goal is to get them to watch video 2. You have to sell
them on the benefits of that video.
2. The second email will come a day later, selling them on the benefits
of video 3.
3. The third email will come a day later, selling them on the benefits of
video 4.

4. After you have got them to engage with the series, which could have
happened from them clicking the link below the video and going
through all the videos at once, or by getting them to click through
the remarketing or even via these emails, the goal is to get them to
claim the secret bonus. Make sure that the link that you give is to
the page that has the form straight below the video.
5. Make sure that you send out at least one more email a day or two
later giving them One Last Chance to claim their free secret bonus.

Success Factors:

1. The first and most important thing is the topic of the series. If you
are promising that they are going to be able to get an outcome they
desperately want, then they will be interested and series will do
2. The second most important aspect for a video series is the quality
of the videos that you film. You have to ensure that people stay en-
gaged and that you nail the topic. If you dont, then no-one will see
your offer and it wont generate any leads or sales.
3. A big one for the video series is the tech. Its crucial to get someone
to test the tech, to make sure that the video has been edited prop-
erly, that the buttons work properly, the email marketing and the
forms work and that it is consistent throughout the whole series.
Ifthere is a glitch at any point in the funnel, then prospects wont
get through.


One of our amazing clients, Maggie Wilde, is a mindset coach who helps
people overcome emotional eating and as a result, loses weight.
She used the video series to get amazing results.
Upon launching the series she was able to generate 14 sales @ $1,000 each.
If you get the process right and get the success factors right, then you can
get awesome results from this.



Golf was one of my biggest passions growing up. I used to play before
school, after school and every now and then I would play during school.

It was my escape from the world and I loved it. I would enter tournaments
and used to represent my Club playing pennant. For those who have played
before, you will be well aware that golf is a game of millimetres. Your golf
swing and technique will remain the same but on one day you can hit the
ball perfectly whilst on other days you can be a millimetre off and have the
worst game of your life.

The lesson here is that the smallest things can make the biggest difference.
Online marketing works in a similar way; there are a few secret weapons
that when mastered can achieve amazing results with all of your campaigns
and funnels.

Topic Creation:
If someone put a gun to my head and demanded that I told them the ele-
ment that plays the biggest impact in creating results online, I would tell
them that its all about the Topics.

So what is a topic?

A topic is what you choose to run a campaign about; whether its a webinar,
a blog ad, a hook, challenge or an event, every single online campaign you
do has a baseline topic.

If you have ever tried to launch campaigns in the past, youll know that
its a lot of effort and takes a great deal of time. You have to create the ads
(copy and imagery), the content, the email marketing, the forms, the land-
ing pages and a ton more. If you are going to put a ton of work into creating
the campaign and setting it all up, you may as well choose a topic that you
know will produce results. Think about it - a product company wouldnt
just make a ton of products and then hope that people buy into the idea.
They test, they research to make sure that they have the best possible
chance of getting a huge return for their time and money investment in the
product. You have to treat campaigns the same way.

Like most people, this is something that I used to struggle with. I would
get caught up with trying to perfect a campaign using internet marketing
strategies like scarcity and button colour, etc. Unfortunately, I was missing
the main point; by focusing on hanging the pictures straight, I was miss-
ing the elephant in the room. The great news is that there are some basic
things that you can put in place that will make a big difference to the way
you target your niche. We have developed a couple of secret weapons that
you will be able to use to nail the topic every time, but before we dig into
them, there are some basic tweaks that will make an instant difference to
the quality of your topic.

The first is using your niche stalker file as its filled with topics. You have
already explored your niches biggest motivators and put them all in one
place, its like a topic party. The larger the risk of the campaign, the more
long term it can be, the smaller the risk of the campaign, the more short
term it can be. For example; a great blog post could be; 3 foods you can eat
that melt fat, while a great seminar could be; The Bikini body Blueprint.
The food one is solving a problem and the Bikini Body topic is concentrated
on their dream.

The second thing that you can do is to ask yourself some effective ques-
tions. Put a little bit of pressure on yourself to choose a topic that you have
the most faith in to produce results. Try asking yourself the following ques-

1. If I had to choose a topic that would be shared 100 times, what

would it be?
2. If I had to choose a topic that would entice every single person that
saw the ad to click it, what would it be?
3. If I had to choose a campaign that got me 100 sales or I would have
to quit my business, what would it be?

When you actually choose a topic, stop and reflect for a second and say;
would people in my niche actually click this? If I were part of my niche,
would I click this ad? This can give you some really quick feedback to get a
good topic fast.

Those 2 strategies can help you improve your topics on the fly, but now its
time to move it to the next level!

Niche Insider
How would your life be different if instead of guessing whether a campaign
was going to be successful, it was already a sure thing?
Can you imagine how much more effective you would be if you knew every-
thing that went through your niches head?

Right now you rely on your wit to predict topics, you do your best and gen-
erally youre pretty good at but the results just arent showing. You just
want people to engage with your content, share it and spread it with the
world. You are about to learn how you can make your content sharable,
how you can ensure that what you market is a sure thing.

Your new secret weapon is your Niche Insider. Your Niche Insider is your
own personal topic genius, he or she can give you every piece of feedback
you need, and can validate your awesome material while discarding the
not-so-good. Your Niche Insider is going to allow you to maximize every-
thing you do and not only save you a ton of time and money, but more im-
portantly make you a bunch of time and money.

Your Niche Insider is someone you can trust who is in your Niche and is
willing to give you the answers you need. They will be able to look over any
topics that you create and give you feedback, they will be able to suggest
topics, look over any material you create, give their opinion and be a source
of innovation for your business.

The most important thing that you need to do is understand how to find
and keep a niche insider.


There are 4 main elements to nailing a Niche Insider (NI):

#1 Find It is crucial to be able to actually find a niche insider and there

are 3 main places you can look to do so.
1. Firstly, you can go to friends. Chances are that in your network you
will have people you know that perfectly fit your niche. This is a
great place to start.
2. The second opportunity is with your clients. Look to the clients
who have recently started and who can still provide the insight that
you need for where people are at when they start working with
you. This is really important. Your niche insiders will change and
be replaced as they master the skills you teach.
3. Lastly, you can look that step further away and talk with your pros-
pects to try and find a NI. I believe that this can be a great deal.
The thing you want to consider is that they can still become clients.
Being a NI gives your prospect the chance to see what you offer
and for them to be super excited about it, so as incentive you can
offer them a discount for helping you out by being a NI. Because
these people are going to be in a place where they are 100% in your
niche, it makes sense to find a NI through your prospects.

#2 Qualify When finding someone who could be your NI there are 5 main
qualities that you want him or her to have to be properly qualified for the

1. Niche Does your NI in your niche?

2. Trustworthy Would this person be a loose cannon? Would they
talk to other people about your content, would they ever badmouth
the brand?
3. Honesty Would this person be straight-forward and give honest
4. Communication How regularly can this person speak with you?
Will they respond relatively quickly or will they take 3 days to give
5. Chemistry Do you like the person?

If you can be happy with the answers to these questions then your NI is
ripe and ready to come on board.

#3 Secure - Your job now is to make sure that you secure the relationship
and have the NI ready to rock. There are 5 crucial elements to consider
when securing the deal.

1. Empower The most important element when it comes to asking a

NI to come on board is to empower them to help you. Have you ever
noticed whenever you personally ask someone for advice it makes
them feel good? The reality is that people love the significance that
comes with being asked for help. You need to ensure that you hit
that significance by empowering them to get on board and asking
in a way that makes them feel important and excited to help.
2. Compliment Its really important that you acknowledge the per-
son for their strengths and those initial qualities that you tested
them for. Make it clear to them why you are excited for THEM to be
your NI.
3. Incentivize If people are going to be helping you out and giving
to you, its important to give back. What would your NI benefit from
and appreciate most? A movie ticket? Some help with your coach-
4. Inform Its really important to make the deal as clear as possible.
Get your expectations out of the way initially so that there are no
surprises, make sure that they know what is involved and that they
are happy with it all.
5. Approve The last step of the secure stage is to approve them and
bring them on board. Officially tell them the good news and then
get them excited about your little relationship (this shouldnt be
too over the top).

#4 Maintain The last thing you have to do with your NI is to actually
use them to help you choose amazing topics and provide innovations in the
marketing of your business. The considerations for maintenance of NIs are
as follows:

1. Give More Make sure that you continually ask how you can be of
service. The more you give, the more they will help.
2. Please & TY Obviously you guys have this covered; be generally
polite, as well as acknowledge and show your appreciation for their
3. Compliment Continue to make sure that you give them positive
feedback on the feedback they give to you. This will continually
make them feel validated and keep them helping you move for-
4. Multiply A crucial element that needs to be considered is that
you need to have multiple Niche Insiders. Getting just one opinion
isnt going to secure the result. Its important to make sure you get
multiple opinions and choose from there. This will get rid of any
bias and improve the quality of the topics that are created.
5. Take Advantage Make sure that no matter what happens that
you resist the temptation to create topics 100% yourself because
at the end of the day it will be you that suffers. Its crucial that you
use this strategy and nail your topics.

The Topic Tornado

Over the next few pages Im going to take you over a worksheet we call the
Topic Tornado. It is as powerful as the name suggests and if you go through
the process then you will be able to come up with the perfect topic every
time. If you are committed then it could take 10-15 minutes to complete.
You have to ask yourself the question, how much time are you going to
spend setting up the campaign/funnel? Is it worth spending 10-15 minutes
to boost the results you get from that? If the answer is yes, then lets do it.

Youll notice that there is also room for the NI to fill this out as well. The
way to best maximize this activity is for you to fill out the form first. This
will give your NI the opportunity to look at what they like and dont like and
use your answers as a frame of reference.

Section #1 Basic Questions

To kick off the process of finding a killer topic, we have to answer some
basic questions.
What is the niche? (write down what you refer to them as)
What medium is the topic for? (what type of value you are offering)
Is there any seasonal relevance for your Niche right now? (Christmas, Sum-
mer, Easter, Winter, etc.)?

Example Dating Coach:

Niche: Powerful Women
Medium: Webinar
Seasonal Relevance: Valentines Day

Section #2 Generate

The purpose of the generate section is to brainstorm ideas on what you
could talk about. You need to just go with the flow and write down any-
thing. Your goal here is to spur ideas.

Starting with the Problems/Solutions that are most relevant to them at the
moment, its important to look at this in relation to the medium. The higher
the risk for the medium, the more long-term/big picture you go with the
problems/solutions, for example, A Seminar or Challenge. The lower the
risk, the more short-term/specific you get with the problems/solutions; a
blog post, for example. After you have nailed the problems and solutions
its time to acknowledge the seasonal relevance.

What topics could you create that are relevant to the season right now?
Maybe one out of every 5 topics that you generate will have some kind of
seasonal relevance so its worth having there.

Example Dating Coach:

5 Biggest Problems:

Dont know where to find dates

Losing men
Staying single
Finding high quality men
Too busy to date

5 Appealing Solutions:

Dating site success

Dress for success
Where to find men
Attracting a man
Date to keep

3-Seasonal relevance:

Date for Valentines day

Date ideas for Valentines day
Valentines day relationship reflections

Section #3 Select

The next step is to narrow these options and choose the best one. We will
then be able to take that option and create a great title for the topic.
The first thing that we need to do is to select the 5 hottest topics from all
the options that came from the top section. This will allow us to get rid of
the average ones and keep your gems. After we have done the first round of
filtering its important to be harsh with the second round.
Out of the options there, which would your prospects be willing to pay
$100 right now in order to get the solution? Seriously, if you were to give
them the full solutions, what (if any) would they pay $100 for right now?
This puts true value into perspective and allows us to be the most accurate
with choosing a great option.

The final step is to look at all of those options and choose the best one.
Instead of just being asked which one was your personal favourite, you
should challenge your critical thinking by establishing which option you
would choose if it absolutely had to work. This helps to remove bias.

Example Dating Coach:

5 Best Options:

Where to find high-quality men

How to attract Mr. Right
Find a date for Valentines day
How to keep a man
Dating Site Success

What would people pay $100 for right now?

Attract Mr. Right

Find A Date For Valentines Day
How To Keep A Man

If your familys life depended on it, which would you choose?

Find a Date for Valentines day


Section #4 Dress

Awesome. We now have an awesome topic. The only problem is that its
naked! We need to dress it and make it look amazing. The temptation with
this step is to try and perfect every detail.

When you go through the process, its the process itself that creates the
options and makes things look great so go through it quickly and decisively.
The other thing to be aware of is to really think about what sounds best
in regards to generating results. Alliteration is never more important than
hitting the main purpose or promise for that topic, so make sure that you
strike a balance with its use.

The first thing that we do is to fill in the Brain Dump section and list all of
the different words and aspects to consider when putting together a title.
We go through the promise of the topic; the biggest end results they can
expect from the value; then the niche; then the medium in the wording
options; then create some number options; some time options and lastly
some adjectives.

This gives us an amazing canvas to be able to extract our first round of op-
tions. The goal with the Creation section is to list out the 5 best titles you

can think of.

The last step is simply to take the best option and to re-write it in 5 differ-
ent ways. This forces you to refine the options to choose from. You then
make the final decision and walk away with an orgasmic headline.

Example Dating Coach:

Topic Promise:

Mr. Right
Perfect Man
Amazing Date
Hot Date
Perfect Date


Powerful Women


Live Training


3 Keys
3 Mistakes
3 Signs
7 Steps


Valentines Day
Before Valentines Day
After Valentines Day


Smoking Hot
Marriage Material


Creation 5 Best Titles:

Attract An Amazing Valentine Free Live Training For Powerful

7 Steps To Attracting The Perfect Date Valentines Day Special We-
Attract The Perfect Date Free Live Training
Attract Mr. Right For Valentines Day Free Live Training
7 Steps To Score Mr Right This Valentines Day Free Live Training

Attract Mr. Right For Valentines Day Free Live Training For Pow-
erful Women

There you have a great example of how the Topic Tornado works. It
takes all of the guesswork out of it. However, you can only get close
to the true power of this activity if you get your NI to answer it af-
ter you do. Even though I did that activity for a niche that obviously
isnt mine and I was happy with the topic I came up with, I feel that it

could be completely off the mark with what resonates with that niche.

Now you know the secrets behind how to choose perfect topics and maxi-
mize every piece of marketing that you do. If you spend between 5 and 20
hours setting up a campaign/funnel, then it is definitely worth spending
15 minutes getting the right topic. Your Topic truly is the most important
aspect of all the online marketing that you do, so knowing how to maximize
it is a gold nugget that youll keep for life.

Copy writing:
At Winning International we talk a lot about operating from within your
element. We are referring to the strategy of spending the largest amount
of time that you can to work on the tasks that you absolutely love and that
you truly rock at. I can be 100% honest and tell you that copy writing isnt
naturally my strength. It is something that I have been educating myself
about and practising for a long time.

One of the things that frustrated me the most about copy is that it took for-
ever to be able to learn and understand. To say the least, I was sick of it and
I definitely didnt want to be teaching coaches copy writing the traditional
way. It takes forever, its extremely tedious and most of all they spend a lot
of time providing more options, as opposed to more clarity.

In response to this problem, while at the same time understanding the im-
portance of copy, we creating our own framework for copywriting called
Quick Copy. We created a system that allows coaches to be extremely ef-
fective with online marketing and understand one of the main foundations
without tearing their hair out.

The Quick and Classy Copy Model

The purpose behind the Quick and Classy Copy Model is to give you a su-
per-quick resource to create magical, high-converting copy without having
to be Shakespeare or an Internet Marketing Veteran.


Choosing Elements:

We have created this model to give you the basis behind phenomenal copy
writing for everything: your ads, emails, landing pages and sales pages.

It is set out to give you a very simple distinction between which elements
you should consider to use depending upon what you are creating copy for.

This is by no means a rigid model, you dont have to use everything in the
specific section and you can add other elements on top of the sections if

Keys To Success:

1. Niche Stalking: The key to your success with your copy writing
isnt about just using the elements we suggest in the fashion we
suggest you to. People will engage and respond to your copy based
on how well you understand them and articulate that understand-
2. Topic Tornado: The first Gold Nugget we talk about (Copy writ-
ing is the second) that will lead to success or failure with your on-
line marketing, is your ability to choose amazing topics. If you can

actually have an offering that is in line with what the consumer
actually wants, then you will do super well with your campaign
even if the copy is a bit scratchy.
3. Execution: You can take what you learn in this swipe file and in-
clude all of the elements, however, not have strong execution. The
testimonials are a few perfect examples. If you have 2 identical
landing pages but one has strong testimonials and one has weak
testimonials, the conversion rate could have a 50% difference.
4. Design/Imagery: The copy is one part of the equation. The design
of your piece being simple and to the point, as well as the place-
ment and logical flow throughout the piece can make a significant
impact to its results. Design isnt about being fancy, its about NOT
being confusing and balancing that with simple and strong brand-

Part 1 Essentials


The P4 Copy Model teaches you a specific flow, which grabs the attention of
your audience and engages them to the point of action.


Google Ads
Facebook Ads
Text Reliant Campaigns


The P4 Model is easiest to use with a basic test-based ad. You will use it directly
as we describe to for Ad Copy, however, it can be embedded into all the other
types of pieces like landing pages and emails, not just as a basic body of text.

For example, the promise will be used in the headline, the solution could be
used with benefits, the problems may be used in a video and de-risking the
pressure could be used with the button copy.

Promise (Questions):

The goal of the promise is to grab the attention of the reader by displaying
the most appealing outcome they could expect to achieve from engaging
with your product offers.

This is absolutely crucial because it will either make or break whether peo-
ple decide to engage with your piece or not. It MUST offer to either solve
one of your niches biggest frustrations or give them what they desire most.

You can strengthen this element by including tangible figures. For example,
you will generate 24 leads in 24 hours, as opposed to you will improve
your lead generation.

The reason that we mention to write this as a question is because it has

been proven to increase engagement. Questions make us ponder the an-
swers and that gives us the engagement we are after. So if the promise were
24 leads in 24 hours, you would frame it as a question: How would you like
to have 24 leads in your inbox in 24 hours?

Present (Problems):

The purpose of this element is to remind the reader of the pain they
are currently suffering from not having the outcome you are promising.

The more you nail what is actually happening in the readers current situa-
tion, the greater your chance of engaging them

The success of this element comes down to your ability to be succinct and
to the point with the most powerful points that ignite the starkest reality
for them at the time.

Promote (Solutions):

Now that the pain has been made real in the readers mind, its your job to
reassure them that you have the answers they need.

Youve made your promise already and its now time to talk the reader
through more benefits that your product will give them.

Again, your goal here is to provide the best sounding inclusions and bene-
fits so that its short and to the point. That is - All Killer, No Filler!

Pressure (De-risk):

Once you have built the case, its time to get your clients to take action.

The only problem with this is that for them there is still risk associated
with them taking action. Money or time will be your niches potential con-
cerns/risks associated with taking action.

Your goal now is to TELL THEM to take action and mention that its free and
quick to execute.

The only other thing you can do at this point to encourage action and de-
risk is by adding a sense of scarcity which can override the risks they may
feel in some cases.

Facebook Ad Example:

In the Facebook Ad below that I posted recently, I used P4 to get great suc-
cess with a campaign.

Promise: How would you like to have 24 leads in your inbox in 24

Present: You rock at what you do, your online marketing skills are just a
bit scratchy. You have a website, you just dont know how to fill your busi-
ness with fresh new prospects. In all honesty, clients are scarce.
Promote: In this 7-Step Report, youll learn exactly what you have to do to
generate 24 leads by this time tomorrow.
Well show you the exact campaign that has worked over and over again for
us and gets us and our clients red-hot clients week in, week out.
Pressure: Download your free cheat sheet by clicking the link below:

Part 2 Brief


The Brief section of the copy model focuses on nailing the offering of P4,
however also starts to focus on building a greater number of trust elements
into the piece.


Landing Pages
Shorter Sales/Event Pages



A filter is when you polarize your reader by making them buy into either
qualifying themselves or un-qualifying themselves.

The goal here is to change the dynamic so that the reader is chasing you
and you arent trying to convince them of why they need to opt-in to your

You want to have 2 columns;

Who this IS for:

Who this IS NOT for:

In the who this IS for column, you show a mix of the ideal traits of your
perfect niche and the benefits that they would be most interested in.

In the who this IS NOT for column you show a mix of the traits you dont
want your clients to have and listing the results that your niche dont want.

For example:


In order to entice people to see the value in your product/offer-

ing having benefits is a great way to enhance desire.Its important
to understand the distinction between features and benefits. Fea-

tures simply list the inclusions of the product, whereas benefits show
people the effect that those features will have on the persons life.

For example; Our 4 Step Sales Blueprint vs. Our 4 Step Sales Blueprint that
we use to close sales at 95%

To raise the game in this, the more tangible you are the better. People love
numbers and tangibility because you cant ignore the facts. People hate
fluff. For example Grow your business = fluff. Our Proven System To Sell
$7k in 14 Days = solid.


Testimonials are powerful way to display social proof with your offering/

The keys to great testimonials:

Authenticity The more real the testimonial comes across as be-

ing, the more credibility it will hold.
Tangibility Numbers strengthen the wow factor for the review.
Client Details If you can have the pictures and details of the cli-
ent, they will be more inclined to feel that you are credible.
Relevance When creating the testimonial, if it is relevant to that
specific product/offering it will be more powerful.
Objection Handling If the testimonial mentions that they used to
have [insert objection] and then realized that [insert product] was
amazing and delivered [insert result] it will be far more effective.

For smaller landing pages you would only have a couple of testimonials
because you dont want to distract too much away from the core offering.


Scarcity is a powerful way to build urgency within your audience.

When people think that there is a chance that they might miss out, then
their urgency to act increases.

2 great ways to apply a sense of scarcity is to limit the number of down-

loads or put a countdown timer on your website with a date in which the
offer will no longer be available.

Part 3 Extended


The Extended section of the copy model also focuses on nailing the P4 Copy
Model, however it requires far more trust to be built than the Brief copy
model because you are offering something that is far more risky.


Sales Letters
Sales Pages
Event/Seminar/Intensive Pages



Your commercial is the perfect way to engage with your niche in a deep and
meaningful way. It gets inside their head and gives them hope that you have
the answers they need to push their lives forwards.

You are going to take that commercial and embed it into your landing page.

Its important to have an attention-grabbing entrance into the commercial

and then encapsulate the audience relevant to the offering in as much de-
tail as you possibly can.

The key here is having it All Killer, No Filler for your niche.


Commercial Video:

The commercial video is the commercialin a video.

You want to make sure that you add some dimensions to the clip so that
people engage the whole time, but its like any video. If you can keep your
niche engaged, they will continue to watch no matter how long the clip is
(think about 2 hour movies).


You use the same strategies that we spoke about in Brief; we just display
more testimonials (4-6 testimonials, as opposed to 2).

We spoke about topics being the small thing that makes the huge differ-
ence when it comes to Internet marketing. The equivalent gold nugget
when it comes to copy writing is the headline. The headline is what cap-
tures peoples attention and in most cases provides the basis for the deci-
sion that prospects make on whether or not to opt-in to an offer.

The purpose of these principles is to give you some simple and cru-
cial guidelines to follow and keep you creating killer headlines.

Headline education can be overdone like you couldnt believe, so we really

want to make this lesson short and simple and easy to follow.


Headlines must be succinct.

If they get too long, they lose their power.

Short is sweet.


The ability for your headline to be crystal clear is crucial.

If it is confusing, the headline loses its effectiveness instantly.

The best way to combat this is to get a few other people to read the head-
line first and make sure they can read it and get it straight away.


This principle is a little bit less straightforward to explain.

The essence with pop is the difference between a really killer headline
and a good headline.

When you read a headline and it jumps out of the page, you know that it
pops and it comes down to your ability to really hit amazing words when
using the headline scrambler.

Headline Success:


Its important to understand what creates a successful writer of headlines.

If you simply follow the guidelines alone, you would be wasting the op-
portunities to perfect this craft and become a copy writing master in the

Niche Insider:

At the end of the day, how your niche responds to a title is the single most
important thing, so ACTUALLY getting them to overlook your headline
scrambler after going through it yourself is essential.

Even if everyone you know thinks a specific headline is masterful, it doesnt

mean a thing until you have confirmation from your most important audi-
ence (niche).

Personal Swipe File:

Not every headline can be fit into the mould of how we are going to teach you
to create headlines in the scrambler. Creativity will be responsible for thou-
sands of additional headline ideas and for that reason you must create your
own swipe file in which you can store ideas that really grab YOUR attention.

Either grab a word document or an excel spreadsheet, name it Headline

Swipe Database and put in any headlines you like as examples to work

Continual Improvement:

When you stop creating headlines reactively and start to proactively build
headlines with a process, your headline skills will get better and better.

It really is like any other skill - practise makes perfect.

Its important not to stray too far away from the system in the early days so
that you can get clear on what works and what doesnt before getting too

To conclude, see headline creation as a learning process.

Headline Types:


When creating headlines using the headline scrambler, there are 3 main
kinds of headlines that you can craft. However, all of the ingredients apply
to each.


As the name suggests, a Gain Headline focuses around the positive, which
is what can be gained if the reader takes action on the content offer.

You simply concentrate on talking up the obvious promise and benefit you
are attempting to sell.

Because its straight forwards, its the most common headline type used
and is highly effective based on the complimentary words in the title.

Example: How Any Newbie, Can Take Their Sales Conversion To 80% Be-
fore Next Week.

You are gaining the 80%.


Threat headlines cater for those who respond better with away-from moti-
vators as opposed to towards.

They work by offering a promise that clients can avoid pain if they take

Although youll use this headline type less often, its important to under-
stand, especially if your niche are particularly motivated by pain.

For example; 3 horrifying truths that are killing your Facebook Ads right


Social headlines leverage off the credibility from well-known sources or

celebrities and will spark particular intrigue.

Similarly to threat headlines, they wont be used as commonly as gains,
but will definitely be a valuable headline type to keep up your sleeve.

For example, The 3 Simple Reasons Richard Bransons Billion-Dollar Em-

pire Is Successful.

Headline Ingredients The Scrambler


The most important aspects to the headline scramblers success are its
ingredients. You are about to learn all the areas of this headline creation
model that you need to become a headline pro on demand. I love this mod-
el. It gets me kind of excited.


Numbers are an overwhelmingly effective addition to headlines.

When people see numbers it helps to add strength to the perceived quality
of the offering.

If you go into any supermarket and look in the magazine section, youll
notice that numbers are used to capture attention on every single issue, in
any different niche.

For example;

5 Killer Strategies To Generate Leads Before Sunset Today!

Killer Strategies To Generate Leads Before Sunset Today!
Learn How To Market Like Nike With 3 Key Principles.
If you are clever with your use of adjectives it can radically impact your

For example;

10 Ways To Grow Your Business Today

10 Incredibly Easy Ways To Grow Your Business Today

3 Obvious Reasons Your Productivity Sucks

3 Reasons Your Productivity Sucks


Showing The Timeframe de-risks the headline by making it more tangible.

It allows you to have more credibility because you understand how long
it takes or has taken before and therefore know what youre doingright?

By mentioning time you can increase the power of the headline.

For example;

How To Master Facebook Ads In 5 Minutes Flat

How To Master Facebook Ads

3 Steps To Snap Out Of Moodiness In 12.4 Seconds

3 Steps To Snap Out of Moodiness


Objections are a pleasant add-on to any headline.

You simply think about potential concerns that your niche might have
about your offer and then de-risk it with an objection.

How To Save $1 Million In 10 Years

How To Save $1 Million In 10 YearsEven If You Have A Crappy Job And
Cant Read A Spreadsheet.

Headline Examples


1. 5 Steps To Completely Eradicate Fear From Your Life

2. How To Get 10,000 Subscribers On Your List In 30 Days
3. 3 Stupidly Simple Strategies To Make $10,000 This Week
4. How To Master FB Ads In 7 Days (For Complete Newbies)
5. 5 Steps To Close Like A Boss If You Fear Selling
6. How To Make 3 Sales In The Next 12 hours.


1. Why Your Business Will Fail Without These 3 Core Strategies.

2. Warning: Follow These 5 Elements To Destroy Your Lead


1. Revealed - The Untold Secret To Kerry Packers Success

2. 5 Reasons Barak Obama Is A Phenomenal Speaker

If you can master the art of headline creation then you will be laugh-
ing all the way to the bank. In fact, I want you to log straight into your
account right now and see that it has indeed grown since you read this

Learn How To Market Like Nike.


Trigger words include; What, Why, How & When.

They are powerful ways to start off headlines and usually dont work well
with numbers.

How and Why are usually the most powerful because they allude to more
of an educational content piece.

For example;

How To Build A World-Class Coaching Course In 12 Minutes

Why You Can Master Online Lead Generation As A Tech Dummy Faster.


The promise is the most important part of any headline.

The promise allows you to talk up the outcome that your offer will provide.

Its your core opportunity to grab the attention of readers and will make or
break any headline.

The strength of your promise comes down to whether or not its in line
with your niches desires and how well you present it.


How To Double Your Sales Team In 7 days With Zero Dollars Spent

3 Critical Steps To Building 6-Figure Coaching Business In 30 Days


Adjectives are a simple and effective way to add strength to your headlines.

If you are clever with your use of adjectives it can radically impact your

For example;

10 Ways To Grow Your Business Today

10 Incredibly Easy Ways To Grow Your Business Today

3 Obvious Reasons Your Productivity Sucks

3 Reasons Your Productivity Sucks


Showing The Timeframe de-risks the headline by making it more tangible.

It allows you to have more credibility because you understand how long
it takes or has taken before and therefore know what youre doingright?

By mentioning time you can increase the power of the headline.

For example;

How To Master Facebook Ads In 5 Minutes Flat

How To Master Facebook Ads

3 Steps To Snap Out Of Moodiness In 12.4 Seconds

3 Steps To Snap Out of Moodiness


Objections are a pleasant add-on to any headline.

You simply think about potential concerns that your niche might have
about your offer and then de-risk it with an objection.

How To Save $1 Million In 10 Years

How To Save $1 Million In 10 YearsEven If You Have A Crappy Job And


The cool thing about coaching in the modern age is that there are absolute-
ly no boundaries on your growth. Thanks to the Internet, interconnectivity
is amazing. With close to 1 billion websites online right now, close to 2
billion Google searches every single day and almost 100 billion emails sent
daily, we are well and truly connected. Thanks to all that interconnectivity,
there has never been a better time to grow, leverage and spread your posi-
tive message around the web.

Along with the expansion opportunities that exist online comes amazing
innovation with fresh new social media sites and marketing channels. This
can be a great thing but also something that we need to be smart about.
There are thousands of coaches who put an enormous amount of effort
into growing their presence on platforms without growing their core base.
When it comes to online marketing, there are a few things that will never

Websites and email can give you a decent amount of certainty in regards
to their longevity, but not everything can. Social media sites are a great

In 2014, after the boom of business traction through Facebook pages and
Ads, Facebook decided to tweak their algorithms to force people to spend
more money on their ads platform. Im sure you noticed this and heard
about this already, however, Facebook essentially cut the post reach that
pages got through Facebook. That is - pages that were seeing a post reach
average of 10,000 people (10,000 people would see an average Facebook
post) dropped to less than 1,000. Facebook dropped their reach opportu-
nity by more than 10 times.

There were tens of thousands of pages that were relying on income that
was generated from post reach and instantly their incomes were decreased
by a multiple of 10. This would have crashed a great many business.

The reality is that these pages should have been smart enough to build the
base on top of just a social media following. Many businesses would have
also built their website traffic and email base, but some wouldnt have and
as a results would have seen their income shrink overnight. This isnt an
outlier that will never happen again, this happens all the time across multi-
ple platforms with rising Advertising costs, cutting of features and changes
to online formats.

There is a lesson in this:

Your website is the core of your entire coaching business.

Your website is what connects everything:

It is where people join your list; its where you connect people to your so-
cial media accounts and its the central hub of value distribution in your

Over the coming pages we are going to be going over some of the basic
technical elements of websites and then get deeper into the strategy that
makes or breaks their success.

ABC123 Website Hosting, Domain & Email

Do you want to get a website set up properly, but dont want to spend
$5,000 for it and just want to understand what it takes to set up right? If
you have already got a website set up, you have permission to skip this
section. If you want to get your website base set up properly then please
read on. Its worth noting that there are many ways to get websites set up
and this is just the way I would set it up based on my experience running a
digital agency.

Before we get into the design and development of the website, its import-
ant to talk about what needs to happen for the basis of the website.

Website Base

The website base has 3 core areas:

1. Domain name The domain name is what you see appear in the
address bar of a website. E.g. www.yourwebsite.com.au. In this day
and age its best to register a .com address. You have to purchase
a website address because it is what you place your site on top of.
Kind of like the address/land you build your house on. When you
buy a domain name that isnt taken, it usually costs you anywhere
from $10-50 for a year or 2.
2. Hosting The hosting for your account is kind of like paying off the
mortgage or paying for renting a property. This is an ongoing cost
that you pay to be able to store ALL of the data for your website,
including the software that you use to build your site. This is a sep-
arate cost to the domain name. The hosting determines the speed
of your website and includes anything that plays a part in the edit-
ing of your website. For example, your Cpanel and your WordPress
account. A basic hosting account will cost around $10-50/month.

3. Email When you get a domain name and a hosting account, you
have the ability to set up a professional email address using name@
yourwebsite.com instead of businessname69@gmail.com. You can
set this up through your website Cpanel (most hosting providers
give you access to the Cpanel) OR you can set up your email to be
hosted through Gmail. Meaning that you get the good address and
you can access it by logging into gmail.com.

Domain-To-Hosting Connection:

You connect your site by connecting your hosting to your domain. You sim-
ply have to enter your domain name sites log in area and edit the Name
servers that are given to you by your hosting provider. Your hosting pro-
vider will give you between 1-3 name servers when you sign up and they
are weird looking addresses that look like: ns1.hostingcompany.com. Once
these are entered into the domain site then this creates the link between
the domains and hosting and when you visit your domain name it will show
the data (website) that you have created.

Website Software:

A huge advantage about building a website in todays age is that software

has shortcut most of the hard work that usually goes into coding a web-
site. A Content Management System (CMS) that easily beats anything else
is WordPress (WP) and it is an essential to use if you are a coach. WP makes
managing your own website a piece of cake - almost every coach in the
world uses it and you should be too!

After you have set up your website base, email, domain and have connect-
ed your hosting, you have to set up the design of your website. WP will be
playing a large part in this, but you will need to do more than just install
WP to get your site up and ready to rock.

As dry as this topic is, it is crucial, so lets just push through.

The steps to getting your website ready to use are as follows:

1. Install WordPress Log into your Cpanel (yourwebsite.com/

Cpanel) and then install WP.
2. Log In To WordPress Log in to your WordPress account (your-
website.com/wp-admin) and have a look around. This is where you
will add posts, edit posts, change content, add to your sidebar and
a ton more. This is the primary management dashboard for your
website. When Facebook asks you to install pixels on your site or
any other website material, this is where it will happen 9 times out
of 10.
3. Install WordPress Theme We get our clients to start off by creat-
ing a website using a popular piece of Software call OptimizePress
(find it at OptimizePress.com, its cheap, reliable and a great start-
ing place for coaches to be able to provide value out to the market.
Another bonus with OptimizePress are the professional looking tu-
torials that you get.

Standard Theme

Optimizepress Theme


4. Build Website We give our clients the templates to be able to

plug and play, but if you just use the OptimizePress tutorials to get
started, then you will be able to create something pretty nice.
5. Run Website After you have built your website you will have the
base ready to be able to implement all of the marketing strategies
that well teach through this website.

Website Strategy

The power of code is so incredible that anything you can dream up can be
put on a website. Our goal is going to be much simpler focussing upon the
goals of a website in the context of a coaching business. The 2 main objec-
tives of a website are to build trust and to get the visitors to take one step
closer to becoming a client. A common mistake that I see coaches make is
trying to sell on a website. The goal of a website is not to offer your prod-
ucts, but to provide solutions in the way that builds the most amount of

Lets discuss the factors that allow us to create a website that turns visitors
into customers.

1. Building Trust

If you can build a lot of trust with your audience, you speed up the sales
process and bring them closer to the sale. When I used to run the Digi-
tal Agency, we used to see website after website that was focused in the
completely wrong direction. Most businesses focus on themselves. If you
look in their navigation bar it has about us, our services, our products, our
story, etc.
The reality is that people who want coaching dont care about anything
other than getting results with people who they like and trust. The key here
is that we need to balance trust with value by focusing more attention on
what we are giving to them and less focus on us.

There are multiple ways that you can build trust:

HQ Photography
HQ Video
HQ Branding
PR and Media
Client Results
Social Proof Numbers

There are a couple of key success factors that I want to touch on before
moving forwards:

Dont lose trust Weve all seen it and weve all been guilty of this
before - you feel the need to fill the site or space with the mind-
set that more is better. Instead, you want to highlight your biggest
achievements and not mention the ones that are less impressive.
For example; I had a client once that had all these awards, was the
leading company in their industry and had worked with big brands
like Coles, Lindsay Fox, Cadbury, but was promoting his Facebook
page though the website with only 30 fans. That act alone creates
incongruence with the visitor and therefore loses trust.
Reframe as value As often as possible you want to be embedding
trust as opposed to flaunting trust. The more you try and shove
how trustworthy you are in someones face, the less authentic it
appears. Case studies are a great example; you could have testi-
monials of your client talking to the video OR you could re-frame
this as an educational piece where the client is teaching the audi-
ence to achieve an outcome and sharing their journey and results
at the same time. Another example is that instead of announcing
a new launch of a product, you could teach your audience about
something relevant to the product and then mention the product
afterwards. The key is to understand that you always need to think
about how things can be valuable to the end user.

2. Consume Value

The second goal of your website is to get your audience to consume val-
ue. As much as logic convinces you to just want to have leads, I urge you
to strive for fans instead. Whats the purpose of having a cold lead when
you could have a raving fan; someone who loves you and what you offer so
much that they are an easy sell? The only way you are going to create rav-
ing fans is by getting them to consume your value. You cant love a restau-
rant if you go there and only have a look at the menu, in the same way
that you cant love someones teachings if you arent learning from them.

To understand how to master value offerings, Im going to break down the

3 biggest mistakes coaches make and then we can learn from that:

The first big mistake that is often made on websites is that it focus-
es mainly on representing the brand. Its all about the business and
offers nothing for the client. We have to turn that on its head and
make it all about the visitor and nothing about the business (well
at least not much). Instead of having an about us page, a services
page, a contact us page, etc just offer as much value as you can.
Ever tried to put a whole burger in your mouth at once? I can tell
you from past experience that although I have a sizeable mouth, it
doesnt fit. By the same token, if you have a 5,000-word blog only
a few people will read it. People are here to be entertained, they
want more for less, and they want bite-sized chunks of awesome-
ness. Media is a great strategy to give them this opportunity. Keep-
ing things visual and including HQ video is a great way to boost
The third biggest mistake that coaches make is offering value that
they love, but their audience doesnt. What we referred to earlier
as bad topics. This is purely an opportunity for me to reiterate the

importance of choosing value that aligns with your visitors moti-

3. Funnel Kickers

Im going to talk about a situation that is all too often a reality for the guys
out there. You meet a nice girl and you like her. You guys have a great chat,
you get along great and everything is going amazingly well. You notice that
you both have a ton in common and when you are together you have heaps
of fun, you really want to ask her out on a date, but you also dont want to
stuff it up and ruin your chances of being together and you certainly dont
want to be rejected. As time goes on, something awful happens; you get in
the dreaded friends zone.

The goal of the funnel kicker is to provide a super-easy opportunity to start

to scale risk and move the relationship forwards, like asking a girl out to
dinner or to see a movie, you are simply taking things to the next level.

What usually happens if coaches provide the value is that there is no next
logical step. The blog value is there, but the only other way that they can
move forwards is to join a mailing list (which no-one wants to do) or con-
tact them directly, but this is scaling too quickly.

The funnel kicker is a super-easy way for your visitors to take the next step
with you and enter a funnel that you are running. You need to offer them
the opportunity to opt-in to consume some value that is higher risk than
a blog. We recommend a Hook, something that hooks your clients in with
the power of the topic and the ease of consumption. That is, something that
is damn easy to get the value from. Some great examples are blueprints,
checklists, cheat sheets etc.

To have a funnel kicker, you need to have a funnel. It is no good just build-
ing your email list all day long. Its like chess; you have to be strategic and
always have the next few steps planned out. The funnel could be anything
from a webinar funnel to a challenge to a tripwire funnel.

Its important to put your funnel kickers on the right places on the page.
The best placement to have with your site is on the side of your blog. (Check
out the picture from our blog below). This way its super-easy to change it
around and test different hooks to see what converts higher and also pro-
mote new funnels when they come out.

Having funnel kickers with different levels of risk provides a great option
for people who are ready to take action on increased levels or risk straight
away and also has the less risky offer of value there too. You can see this on
the photo that we have a hook and a video series option on the side of the
page at this point in time.

Landing Pages:
When it comes to landing page strategy in the online marketing world it
can get quite confusing and detailed. I honestly believe that it doesnt have
to be. It can be extremely simple and straightforward and if you get the
main elements of it build it, then you will convert very highly. The sole pur-
pose of a landing page is to get someone to take action.

Put everything else to the side and realize that the sole goal is to get people
to take action. How you do that will vary, however the different facets to the
page will remain quite consistent across different types of pages.

Its important to understand that the degree of detail that goes into the
landing page will be based on how much trust needs to be built and that
will depend on what stage of the funnel your market are at and how much
trust has already been build. The best possible way to get an objective view
into what you should put on a landing page is to get inside of the visitors
head and to understand what they are thinking. What is going through their
head, what they will be looking for, what they will be concerned about and
most importantly what they need to know to be able to make the decision
to opt-in.

Lets break down all the key components to a great landing page.


The most important element to a landing page is the offer. This includes the
value topic that you are getting people to opt-in for and the way in which
you articulate the value of that offer. The offer is expressed with the biggest
impact using the headline and sub-headline of the page. This is where the
promise is embedded so people can see the reason why they would want
to opt-in to your offer.

If you look at the example above, it shows the offer.


The next element that is often used to help increase the landing page con-
version is inserting a sense of Scarcity and Trust to sweeten the deal.

Scarcity is a strategy used to make the visitor feel some urgency towards
opting in. It comes in 2 main ways; Time scarcity that makes the visitor
realize that the offer isnt there forever. This can be displayed using a live
countdown timer on the page or making it clear that the offer will be taken
down soon. Volume scarcity makes the user realize that there is a limit to
how many will be given out, in both the webinar and challenge funnels, the
landing pages have volume scarcity by limiting the number of participants
that can enter or register.

Trust is a much larger one. When we went through the Quick and Classy
Copy model, we broke down some of the different elements that can be
used to increase trust:

Offer Benefits
Sales Copy
Visual Product Photo

If you look at the example above, its very minimal, using the image of the
product photo and mentioning Free 1 Page Cheat sheet to build trust.
When landing pages get larger (like the webinar page below), then you
have to start to include more trust items like the presenter name, the time
scarcity, the benefits, the media Ive been featured in and even volume
scarcity, too. If this were an Event/Seminar/Intensive it would be filled
with even more trust elements.



With the one call to action, you need to allow people the chance to take that
action using a form. As you know, a form captures the leads information
and allows you to begin email marketing to them (automation).

The form doesnt need too much attention. A few tips to consider:

Light boxes work well. (Having a button they click and when they
click it a form pops up)
Tell the user what to do in laymens terms in the instructions above
the form: Enter your name and email to receive instant access
Make the button stand out
The button text should have the outcome they get when they click
it. For example, Watch Instantly, as opposed to Submit.
Make sure that you test the form.

Simple design:

Design is something that hard core Internet marketers dont care about too
much because they are more focused on results. Looks are really important
for your brand image; however the design of a landing page needs to be
simple and clear.

When you look over your landing page make sure that the design makes
the page easy to read and doesnt distract from the main elements on the
page. The last thing you want for your landing page is for the visitor to be
distracted. If you can ensure the page is super easy to navigate the main
offer and find the form, then you can make it as aesthetically pleasing after

Say Thank You:

Manners are always important in every context, especially with landing

pages. The thank you page is the first page people arrive on after opting
in. The thank you page is one of the most wasted areas of all of Internet
marketing. Most of the time people dont care about what is on the thank
you page, but if you think about it, its when your lead is at their absolute
hottest. They have just invested in something and if you provide a logical
next step there is a good chance that they will do so again.

There are 2 ways you should use thank you pages:

1. Upsell (80% of the time) You need to offer your users a logical and
appealing next step to invest in (it doesnt have to be paid). A lot of
people think that you have to let them consume value first before
offering the next step, however, you would be wasting a massive
opportunity. Although youll always follow up with those who dont
upsell on the landing page, if the offer isnt there EVERYONE is a
follow up! The upsell is usually just the next step in the funnel. Lets
look at a webinar funnel below:


This is what people went to after opting into the hook. The cool thing about
this campaign was that it was cheaper to get a webinar registration by mar-
keting the hook to people first, than it was to market the webinar directly.
The hook was approximately $2 per lead and 1 in 3 of those opted in to
the webinar which totalled $6 per webinar registration and marketing the
webinar directly was close to $10 per registration in this campaign. That
means that marketing the thank you page gave close to double the registra-
tions for the same price and bonus leads per registration.

2. To Pre-frame the Bridge Session: The goal of each of your funnels

is to get people into a Bridge Session with you. If they opt-in to
that, you dont have to upsell anything, you just have to give them
the highest possible chance of sticking and attending it. To do this
you give more value - get them to do some homework, reiterate
the benefits of the session and make the process moving forwards
crystal clear for them so that they have transparency and know
that you dont have any hidden agenda.

To get the absolute most out of your landing pages you have to master the
basics. Understand your niche, have an amazing topic, get super clear on
the strategy for the funnel and have such great trust builders and copy on
the page.


Something that comes up time and time again when we speak to new cli-
ents and coaches from around the world are a few common misconcep-

tions around approaching the online world, so there are few FAQs that I
thought would be helpful to elaborate on. If you feel like you have a solid
grasp on websites then feel free to skip this section.

Should you invest in SEO?

Have you ever received a call from someone asking if you want your website
appearing on the first page of Google? Every day thousands and thousands
of business owners are sold on the idea of having their website found on
the first page of Google. The thing is that most of the time business owners
are scammed into thinking that the first page of Google is where you want
to be. The reality is that you want to be on the first page of Google for when
people search for your services and you want to be displayed there for less
than 10% of the return price that the placement makes for your business.

To be 100% honest, I wouldnt be striving to use SEO as a lead generation

strategy. Its expensive and long-term when the essence of being a coach
most of the time is that you need to build a following of people to create
demand for your services. SEO works best for business where there is a
clear demand that already exists for that product.

How much should you pay for a website?

A very broad question, because some websites can be justified to cost

over a $1 million and others you might be getting ripped off when paying
$5,000. The reality is that for the average coaching business, you should be
investing in a cheap website that has the important elements you need and
then updating to a more expensive custom website when you start bringing
in great cash flow.

This will free up extra funds to spend on the most important aspect of the
business starting out, marketing. Your first website should cost maximum
$500 including a logo, software and any custom tweaks you want to get
done and then when you get something a bit more custom you should
spend around maximum $2,500.

So how do you get away with getting it done so cheaply? It all comes down
to using great contractors that dont cost an arm and a leg and using Word-
Press as a base CMS. A great site to find these on is Upwork (www.upwork.
com), you can put an advertisement up and get 30 applications for jobs
within 15 minutes. It can be amazing. You just want to be super clear on
what you need and then hire someone who isnt the cheapest, but this site
has great value and an awesomely trustworthy profile.

Should you build your website yourself?

Just to be 100% clear I had gotten our first 20 clients in Winning Inter-
national before we even got our first website up. So the website isnt the
first priority. I believe your website is something where you have to at least
know the basics, so building your first website can be a great learning ex-
perience that will help you with your landing pages and technology in gen-
eral moving forwards.

Obviously you wouldnt build it from scratch, you would use a theme like
OptimizePress that will ensure you dont have to deal with code. I do believe
that understanding web is very important and so I would build it to learn it.

If you already have vast experience online and just want it to get done fast-
er, then obviously leverage your time and get someone else to do it. Mov-
ing forwards you can get someone to manage the site, but you have the
knowledge to make sure you know what you are asking for if emergencies
happen, you have some foundational knowledge to deal with the situation


When I was starting out in business I was literally the master of manual
marketing. I was cold calling all day, and then I was networking all the time.
Then I built a team of people to do those things for me.

One thing that I see as vitally important is not so much finding a market-
ing strategy that works, but understanding the way that you strategically
look at marketing in general. I always used to look at marketing and selling
strategies as completely different concepts.
I would look at entire strategies or mediums and the results I could obtain
from them and rate them based on those outcomes. I used to think that a
specific platform might work and another may not and I would look for the
strategy that would give me the best return, hoping to find the magic solu-
tion. This is actually crazy.

The moment that you look at things through this lens you lose all power
to be a good marketer. Being a good marketer will determine your rate of
growth and your overall business success.You need to look at marketing
and sales for what they truly, honestly, objectively, actually are!

Marketing AND Sales is simply finding the people who need your
help and executing a process to build trust and get them to buy your

Cold calling and Facebook Ads arent completely different concepts that
spit out different results. Cold calling is a strategy to find people who are
in your niche and then take them on a process of building trust to the point
where they buy. Facebook Advertising is a strategy to find your niche and
build trust to the point where they buy. You want to assess each strategy
based on how well it allows you to find your niche and build trust to the
point where clients buy.

The reason we preach in favour of using Facebook Ads is purely because

you can get in front of a lot more (1000s) of your target market quicker
and build trust within them in a leveraged way, rather than one by one by
cold calling.

Ads Theory:
Return on Investment (ROI):
Some marketing is free and other strategies are paid. The main advantage
of paying for marketing is that you can generate leads quicker. Advertising
in this day and age is truly remarkable in its ability to generate leads rap-

Because Facebook Ads provide a leveraged strategy for you to generate

leads its a no-brainer.

The only way to determine the true value and success of a campaign is how
much of a return on your investment it brings you. If you spend $500 on
ads, does it bring you in more than $500 in sales? If the answer is yes, then
you have successfully generated a ROI greater than 1. If you were to gener-
ate $5,000 in sales from that campaign; then that would be a 10x ROI.

Rule of thumb: Your goal from a campaign is to make back 10x more than
what you spend.

KPI Pyramid:

When it comes to Facebook Ads, there is a specific set of Key Performance

Indicators that can virtually guarantee a sizeable return. Youve probably
noticed the 2 big trends in the content that weve discussed in the book so
- the numbers dont lie; and
- always reverse engineer to figure out the triggers behind success.

With Facebook Ads, there are certain triggers that we can look at to en-
sure that we get a great return. What you have to understand is that Face-
book has an agenda with advertising too. In fact they have 2; to ensure that
their users arent unhappy with the ads that are shown and secondly, they
want to make as much money as they possibly can.Because most Facebook
Advertisers pay for their ads when people click on the ad, its obvious that
FB are going to want people to click on ads as much as possible, because
when people click they get paid.

To incentivize Advertisers to make them more money, Facebook will dis-

count the price you pay per click, your cost per click (CPC), in order to get
you to try and maximize the attractiveness of your ad. To measure how
effective your ad is, Facebook measures your Click Through Rate (CTR)
that shows the percentage of people that click the ad based on how many
screens the ad is showed on.

To summarize, the higher your CTR the lower your CPC. Obviously the less
you pay for your clicks, the less youll pay for leads and the less you pay for
leads, the cheaper it is for you to make a sale from the Ad. So the Trigger is
your CTR - if your CTR is greater than 3% then you will usually get a great
return from your ads.

The next question you have to ask is how do you increase your CTR?
To see how to increase your CTR, lets look at the CTR Matrix.

CTR Matrix


I spent a ton of time preaching to you about the importance of topics with
online marketing in the gold nuggets section. The same rule applies with
the first point of call in your marketing funnel; traffic. Bringing it back to
common sense again, people will click/opt-in/buy something if its what
they want. Choosing a good topic is giving the people (your niche) what
they want. Its your duty to ensure that when you put the effort into a cam-
paign that it aligns with what people are actually interested in. 90% of
what I see when ads dont get results is a bad topic.


Imagery on Facebook is one of the most engaging forms of media. When

you launch an ad on Facebook, the photo will dictate whether or not you
capture someones attention. When people scroll through their newsfeed
they actually dont notice ads most of the time. Most ads just blend in with
the rest of the other content and dont get seen.

Its your job to make sure that your ad gets seen on Facebook; its your job
to make sure that your ad stands out.

The first thing that you need to understand is that Facebook is blue in a
sea of white. Look at Facebooks branding and the platforms background
colours. If you want to stand out you cant use those colours, you need to
use the exact opposite in fact. Red, black and fluoro colours work great,
because they stand out the most.

Another key to standing out can be using faces. Have you ever had that feel-
ing that someone is watching you and then you turn around and someone
is looking straight at you? This is because eyes attract eyes. If you have
a face on an ad looking straight through the barrel of the camera youll
be able to capture someones attention. Smiles are also inviting, so theres
nothing better than a smiling person looking straight at the camera. Here is
an example of an ad that got us a ton of opt-ins a while back.


The important thing to note with ads when you are trying to standout and
boost your opt-in rate, its really important that you balance this with rel-
Its no good getting people to click to your site if the photo you used was
a great pattern-interrupt, but had nothing to do with the landing page or
topic. Overlaying text is a great way to allow people to see what you are
marketing, so if they click they are obviously interested and you wont get
wasted clicks. Another consideration is that its not worth ruining your
brand image to stand out.

Set your intentions to stand out, while staying tasteful and relevant to the
offer and your images will be great. The reality is that if you have a great
topic and great copy, but you have bad imagery your costs will increase, if it
goes up high enough then it can make the project unprofitable.


The copy you have on an ad reiterates to the reader whether or not the
offer is for them. It isnt the first thing they see, it simply gives you an op-
portunity to engage your niche and inspire them to take action. If you dont
have copy that resonates with your audience then you may lose interested
readers. For this reason its super-important to use the P4 model and really
concentrate on hitting the main keywords and hot buttons of your niche.

Building Trust:

One of the biggest mistakes that I see coaches make with advertising online
is that they launch one ad. The problem isnt the ad - the problem is that
they stop there. I see this happen so often that it hurts. Weve all been there.
We have no idea how ads work and for that reason we are nervous about
the results that will come from the campaign. Finally we launch an ad and
it didnt give us a ton of leads, so we feel defeated and leave the platform
for good.

The most powerful realization for ad-newbies is the understanding that

you need to earn trust with an audience. Just like we all act on Facebook,
we dont click on ads for no reason, we follow the people we look up to and
click on those ads. However, if we see an ad from someone we dont know
that has a hot topic, we might consider it.


When people make the decision to click on a coachs ad, they usually have
2 main things that they consider before taking action:

Appeal How appealing the ad is for their needs

Status How much they look up to the person/company

When you start out marketing online, you never have status straight off the
bat and thats why its so important to apply the elements in the CTR Matrix
in the best way that you possibly can so your ad has the most possible ap-
peal. On the flip side, your goal needs to be to increase your celebrity status
as fast as you can.

If you have high status and high appeal you will get great results with your
ads. If both of these are low then you probably wont. There are 2 main
things we want:
1. Killer Appeal have you ever clicked on someones link or ad or
even opted into their stuff when you have no idea who the person
is? You sure have, we all have, because if someone is offering some-
thing that is incredibly good and in line with our needs, we will
opt-in regardless. We want to nail a killer offer as often as we can.
2. Celebrity Status Have you ever clicked on someones link or ad
or even opted into their stuff when the topic/offer wasnt even ap-
pealing to you? You sure have, we all have. This is because we have
so much trust with the advertiser that we assume that it must be
good. Our goal is to get here.

To ensure the best possible ad results we need to absolutely nail the

appeal every single time and build our status as quickly as we can.

If we look at the audience bell it shows us the Law Of Diffusion Of Innova-

tion (A Common Textbook Marketing Principle) that shows us the distri-
bution of the population and their propensity to take action with innova-
tion. When it comes to marketing on Facebook; you and your status is the
innovation, which means that how people react to you as a new market in
response to your ads and your status can be seen with the following reac-
tor types and percentages they share.

The best way to consider the people inside of the bell is to look at the world
with 3 people:

The ones who play the game

The ones who watch the game
The ones who have no idea the game is being played at all

Innovators (2.5%): Are the people who wait in line for 2 days before the
new iPhone comes out. They love new things, they love innovation and for
that reason they will be the ones who take action on your ads no matter
who you are and how little they know about you. However, they will only
do this if they think your stuff looks new, different and in line with their
needs. They definitely play the game.

Early Adopters (13.5%): These are the people that take action quickly and
as soon as they see people jumping onto something they are straight in.
They dont want to be first in case others dont jump on it but they will be
quick to follow. They still play the game.

Early Majority (34%): The early majority take quite some time to take ac-
tion. They put a lot of thought into their decision and have a lot of appre-
hension about making one. However, when they see people changing they
will assume its time to change too. They are a key link to the system, and
these people can be seen as those who watch the game.

Late Majority (34%): The late majority are slow, they are nervous and
move more out of fear of missing out than anything else. They can also be
described as watching the game. Nevertheless, the majority (68% of the
population, early and late) is the difference between getting a return from
your spend and being a thought leader.
Laggard (16%): The laggards are those people who refuse to change and
still have a Nokia 3210. As opposed to being in the game or watching the
game, they arent even aware the game was playing. These people arent a
consideration for us when it comes to persuasion in marketing.

When a coach puts up a new ad, they are marketing mainly to the innova-
tors and if the Appeal is absolutely amazing, potentially the early adopters.
The problem with this is that those two specific portions of the population
only makes up 16%, less than 2 out of 10 people.

This is the biggest mistake that coaches make, stopping before they even
get a chance to properly start. If they were to persevere and continue to
market value and ads to the audience for long enough to capture the ma-
jority, then you would be able to unlock 84% of the population, which is
more than 30 times the results of just the innovators. This means that the
results you could get with an ad starting out could be around 10 leads for a
campaign. After building a high-status the exact same advertisement could
generate around 300 leads.

This shows why its important to persevere and build trust with your au-


There are many ways to be a leader and provide a sense of trust to your
audience online. Well be going over how remarketing and value can speed
up the process of building trust with your audience in the next couple of
sub chapters. For now, your goal is to truly understand the importance of
building trust and status with your audience as opposed to just creating an
ad with appeal.

Ads Technical:
When I was 16, I was determined to learn to drive a manual car. My Dad
(who I was living with at the time) had an automatic and so I asked my Nan
if she could teach me with her little Granny-Daewoo. My Nan was an awe-
some person, one of the most supportive people in my family and friends.
On our very first lesson, I remember being super excited to learn to drive
a manual. Nan got into the car and drove me around the corner just before
the main road, pulled over to the side, got out and said; Go for it, its your
turn with a big smile on her face.

For most of you who have learnt to drive a manual, youll know what
its like getting in for the first time, damn scary and confusing. I didnt
know what to do, so I indicated to drive out on the main road and
boom, my first stall. I was petrified and didnt understand anything. Nan

hadnt explained that you could stall, how the gears worked or anything.

I believe a similar thing happens when people try and learn Facebook Ads.
The people who teach it have been using and teaching it forever and for
that reason make a ton of assumptions about your knowledge and skill lev-
el. Facebook Ads, like driving a manual car, is easy when you get it. In fact,
ads are much easier than driving a manual. A few weeks of practicing with
Nan I felt like Mark Webber behind the wheel and in no time youll be the
equivalent with your ads.

Im going to teach you the basics about the technical side of Facebook Ads
as a traffic source. Keep in mind that although Ill be showing you every-
thing you need to know, the platform changes regularly but the basics will
remain the same.

Ad Structure:

Every ad that you launch has 3 main tiers that build the ad. In order to have
a neat Ad Manager its important to understand how each of these are ar-
ranged and how you can keep them in order.


When you launch a new ad, lets just say its for a webinar, then all the ads
that are attributed to getting people to click to that webinar will go under
that one specific campaign. The campaign is the highest tier. To make or-
ganization easier, we use a taxonomy with our ads, so in the example of a
webinar, we may call the campaign; W [Webinar Name].
Ad Set:

The Ad Set level is much more important to the ad than the campaign as
its responsible for the all the ad targeting and the entire ad budgeting and
pricing options area.
This is where I will create different options to split-test the audiences and
how they react to the ads across different platforms. Well be going over
audiences and targeting shortly, for now all you need to understand is that
this is where the targeting will be split-tested.

You will be launching the same campaign and choosing all the same ad
types, you will just be calculating which audiences respond best to your
ads. If I was going to have 6 targeting audiences, they may be displayed as

Interest 1 Mobile Newsfeed

Interest 1 Desktop Newsfeed
Interest 2 Mobile Newsfeed
Interest 2 Desktop Newsfeed
Interest 3 Mobile Newsfeed
Interest 3 Desktop Newsfeed

Then after the ad starts spending money, you will allocate more funds to
the standout audiences that produce the best results. You simply divide
how much you want to spend in total per day by 6 (or however many Ad
Sets you plan to test). The Ad Set is where you choose how much you want
to budget for that specific ad set, how you want Facebook to spend your
budget, what target markets you want to show your ads to and what posi-
tioning you want your ad displayed in.


The ad level is the lowest tier and this is where you choose your ad imagery
and ad copy. I will only change one thing about the copy or the image at a
time to test results and will name the ad by the difference. For example:

Ad 1 Red background
Ad 2 Blue background

After you have created your ads (Campaign, Ad Sets and Ads) you have the
ability to go in and change things. That said, the only thing that I would
change would be the budgeting for each ad set. In addition, if you are using
a few different ads (with different images for example) I would turn off the
one that is performing the worst if you have a clear winner or a clear loser.
Ad Targeting:

Ad targeting is one of the most crucial elements to the success of your ad

campaigns. You might understand your niche better than anyone else, nail
your topic, have perfect copy and imagery, but if you show your ads to a
targeting option that isnt even your niche then you arent going to get great
On a standard campaign, there are 2 main types of goals with your target-

1. Attract: Attracting people into your web like a spider where you
can ripen them up for dinner. You are aiming to take them from
being a cold prospect to engaging in your content by bringing them
onto your email list or remarketing lists.
2. Convert: Scaling the risk of people who are already in your web and
progressing them to the sale.

The hottest and cheapest marketing you can ever do to produce the great-
est results is to advertise to people who have already displayed interest in
what you offer. We will be getting into remarketing and email marketing
later in this online marketing section. In this section we are going to focus
on targeting your niche to get them into your web.
How do we find people to attract?

There are 3 main sections that Facebook gives you when you are doing
your targeting:

1. Custom Audiences (Remarketing/Email Lists)

2. Demographics
3. Interests


The main 3 demographics that you will have to play with are the location,
age and gender of the people in your niche.

On top of the core 3, some of the following may be very relevant to your

Relationship Status

Dont be disheartened if these arent relevant to your niche, your goal is to

have the largest targeted audience you possibly can.



The interests are going to be the biggest factors that segment your target-
ing. To figure out how to find targeting options using interests, you have to
get creative by using the following worksheet.

Facebook allows you to target interests by giving you the opportunity to

access the people connected a certain interest. The specific interest has to
be a certain size to be valid for you to target. Although Facebook allows you
to put as many interests as you like in one targeting audience, you want to
test one at a time to be able to find the best performing audience.

The other factor to consider is that Facebook doesnt allow you to target
interests that are too small.

Events What seminars/conferences or other events can you list that you
niche would potentially attend?
Authors What authors are well known in your area of expertise?
Books Are there any famous books on your topic of expertise?
Celebrities Who are the most well-known celebrities that your niche
would know? Who are the celebrities that only your niche would recog-
Training Facilities What training facilities would your niche know of?
Brands What brands might your niche be interested in?

TV Shows What TV Shows does your niche watch or engage in relevant to
your field?
Speakers Are there any speakers that your niche listen to or know that
would be worth listing?

By filling out this worksheet you are covering all bases for potential inter-
ests. This doesnt mean that you will target every single one. A good audi-
ence to start with will range anywhere from 5000 -100,000 people. If an
audience is less than 5000, it probably isnt the best to target. If it is larger
than 100,000, it would be worth trying to make it higher quality by nar-
rowing the targeting options further.

Remember that the audience bell shows how audiences react relevant to
time and power of trust, so in order to maximize an audience you have to
be relatively consistent.

This means that finding great audiences early on to focus your energies
upon can be a very powerful asset.

Normal Editor vs. Power Editor

A lot of people go crazy about the power editor and dark posts as if dark
posts allows you to do completely different types of ads all together. The
reality is that Power Editor simply allows you to have more freedom and
allows for some more options. It is just a more advanced version of the nor-
mal editor. The reason that I like the power editor and use it with all the ads
that I launch is because it allows you to launch ads with more text in them.
That is the main reason, but there are also some other little perks.

A lot of people ask me what a dark post is as if its some secretive kind of ad
to launch. Well it is. It means that you can launch an ad to the targeting of
your choice without the ad being displayed in your pages feed. The reason
you want the ad to be able to do this is because it gives you the opportunity
to split-test different ads without your page users seeing a million different
versions of the same ad.

10 years ago, email marketing was the big thing - the size of your busi-
ness was measured by the size of your email list. Because people werent as
used to email, everything that came into a persons inbox was found to be
intriguing. Open rates were higher and for that reason it was easy to build
trust and convert people into customers via email. Whilst email will always
be a big part of marketing, there is a new strategy to play now.

Remarketing is the new email marketing.

Remarketing allows you to build lists of people who click a link, visit your
website or even watch a video. It sounds basic, however this is one of the
most powerful updates in marketing history. Think about it this way; Re-
marketing gives you the opportunity to market to the 8/10 people that are
interested in your brand, but just didnt go onto your email list and so much

In this section we are going to explore a multitude of strategies that you

can use to maximize the amazing strategy that is remarketing. Remarket-
ing can be used via lots of different platforms, however because we are
putting a focus on Facebook Advertising. We are going to look at setting
up Facebook Remarketing as it is the biggest and easiest remarketing list
builder at this point in time.

How does it work?

1. You put a pixel on your website (piece of code that Facebook gives
you) that allows communication between Facebook and your web-

TIP: You can download a WordPress plugin called Header and Foot-
er (by Stefano Lissa) that makes the installation of the code really
straightforward. You just take the code that Facebook gives you and
post it to the top window of the plugin home page (like below) and
the connection is made.

Once you have installed the pixel on your website, you never have
to install it on the same domain name again.

2. You create a Custom Audience inside Facebooks Ads Manager

where you specify the conditions that you want to take place to add
people to a specific list.

For example:

In the case, we have told Facebook that we want to make a website

traffic list of People visiting specific web pages but not others.
This gives us the opportunity to create a list of People that didnt
opt-in, so that we can market to them again to remind them to

We have told Facebook we want to include people who visited our
landing page (e.g. website.com/landing-page), but we want to ex-
clude people who visited our thank you page (e.g. website.com/

This means that we are creating a list of people who havent opt-
ed in. Facebook also gives us the opportunity to choose how many
days back we want to include people from. The maximum age of
the list can be 180 days old (On Facebook, other platforms can be

In the example we just put 7 Days because if people have been re-
minded for 7 days in a row to opt in for something and they still
dont then its obvious that they arent interested.

3. Once this list reaches 20 people Facebook allows you to use the list
as a targeting option. Any time you launch an ad moving forwards
you can just use your remarketing list.
4. Now you will experience more qualified targeting, cheaper clicks
and increased leads and sales.

Master List:

The first strategy we want to be using with remarketing is the creation of

a master list. The master list is a list of every single person (who is logged
into Facebook) that visits your website. Lets say that 10,000 people vis-
it your website in a month and 10 people from those become a high-end
coaching client. That means that there is 9,990 people who visited your
website and didnt buy. Your master list will have all 10,000 people that vis-
ited your website in that month conveniently on a list (Custom Audience)
inside Facebook that you can use to market to at any time.

Instead of marketing to random people that could be in your niche, you are
marketing to 10,000 people who know who you are, what you do and have
shown interest in your brand. This is the cheapest and best form of market-
ing in todays age. Its like marketing to a bunch of warm leads. Because we
spoke about Facebook allowing the maximum of 180 days for the duration
of the list, that is what we will choose for the master list.

On top of the 180 days options you will also be creating a 30-day option
and a 1-day option. The reason you are doing this is because the 30 days
gives you the option of targeting fresh leads and the 1 day gives you the
chance to check your pixel is installed properly - if your 1 day and 30 or
180 day lists show the same number, you know its not installed properly.

Campaign Kicker:

Remarketing can be amazing but it can also be confusing and overwhelm-

ing. My goal for people starting out is to achieve a minimum of 30% more
leads every campaign by using the basic remarketing strategies. For ad-
vanced clients, I aim for them to be able to use remarketing and get the
absolute most out of it. The campaign kicker is a super-quick strategy that
you can apply to any campaign to boost results.

Your goal with the campaign kicker is to remind people who havent opted
in, to opt-in.

To do that you want to create the audience/remarketing list of people who

visit the landing page, but dont visit the thank you page (like we did in the
example above).

You will then create a super-quick Right-Column ad on the desktop to re-

mind them about the offer that they saw.

The image dimensions at this point in time is 254x133px and the strategy
for it is simple. Your goal is to provide an image that was very similar to
the original ad that they saw so that they can recognize it easily. If you can
make your image stand out and have some text that hits the main promise
of the ad then that will make a great image.

For the copy, your goal is also quite simple - you want to reiterate the main
benefit, apply a sense of scarcity and you can frame the benefit with a ques-
tion if you want.

Right-Column Ad:

The reason that you want to make the campaign kicker a sidebar ad is to
reduce annoyance. If they have already visited the site, then shoving the
ad back in their face after they already chosen not to opt-in can be a bit
annoying for some people. Having a similar ad on the sidebar as a subtle
reminder is an effective way to get people to go back through and opt-in.

When you launch the ad you simply need to create a small budget for each
day, make sure the targeting is using the custom audience and then turn it
off when you stop marketing the campaign. If the budget is getting spent
easily, you can increase it and if not, you can decrease it.

This isnt a strategy that you should spend ages on, it should take about 15
minutes to set up.

Creative Remarketing:

You can use remarketing to boost results with anything that has a time lim-
it on it. Lets use an event, for example.

Example #1 - You can use the list of people who havent registered/bought
a ticket for the event to send a bunch of creative campaigns in the lead up
to the event, for example:

4 weeks out Early bird tickets on sale (highlight the discount)

3 weeks out Early bird ticket sales end today
2 weeks out Places running out
1 week out Ticket sales end today

Although this isnt revolutionary, for those who have displayed an interest
you are giving them multiple excuses to rationalize the decision to pur-

Example #2 You could remarket people who attended the webinar to

buy/claim a Bridge Session.

Example #3 - You could remarket to people who are in the middle of watch-
ing a video series, reminding them to watch the next video.

The ideas flow on, however, two of the latest and most powerful forms of
remarketing will be covered in the next sub-chapter.

Headline Examples


1. 5 Steps To Completely Eradicate Fear From Your Life

2. How To Get 10,000 Subscribers On Your List In 30 Days
3. 3 Stupidly Simple Strategies To Make $10,000 This Week
4. How To Master FB Ads In 7 Days (For Complete Newbies)
5. 5 Steps To Close Like A Boss If You Fear Selling
6. How To Make 3 Sales In The Next 12 hours.


1. Why Your Business Will Fail Without These 3 Core Strategies.

2. Warning: Follow These 5 Elements To Destroy Your Lead Genera-

1. Revealed - The Untold Secret To Kerry Packers Success
2. 5 Reasons Barak Obama Is A Phenomenal Speaker

If you can master the art of headline creation then you will be laughing all
the way to the bank. In fact, I want you to log straight into your account
right now and see that it has indeed grown since you read this section!


When I was younger I used to be into sport. I loved many sports and
I loved striving to be my best. Most people give everything when they
play sport. I find this quite incredible. If you watch or play a team
sport like soccer, youll notice that almost every single person that
goes onto the field plays the game at 100%. I find it crazy that so
many millions of people can dedicate so much time to a sport with-
out making it to a professional level, whereas becoming wildly suc-
cessful in business is so much easier.

To grow a business to 7 figures, you just have to dedicate a good por-

tion of time to regularly launching effective marketing campaigns
(Well talk more about this in chapter 5).

You can get this done in a few hours a week if you are productive,
whereas people will practice their given sport for hours and hours.
In business, anyone can make it just by dedicating slightly more time
into the growth elements.

Online marketing in this day and age requires more of a sports-like

dedication to standout and get ahead in your niche. If you look at a
platform like Facebook, it is absolutely crowded with copycats who
are posting the same style of content, videos and even have similar
funnels. The online coaching space is crowded with chameleons that
blend into the digital world and dont get noticed or people shoving
offers in peoples faces and missing the key ingredients needed to
build trust to the necessary degree.

You are about to learn how you can start to build trust and take own-
ership of your online marketing results. What you are about to learn
will make the difference between you standing out and succeeding
online, or blending into the crowd and failing with your online mar-
keting. I am going to uncover the strategies that you can use to build
trust with your market and get them to buy.

Uniquely You:
People dont buy what you do. They buy why you do it. Simon Sinek

I am about to uncover the strategies that you can use to gain trust
leadership with your audience and dominate online, but before get-
ting into it there is a key success factor that needs to be cemented
into your online marketing plan. When I started marketing online I
was so obsessed with my end of things that I lost sight of what was
most important.

In the first 10 weeks of Winning International, I ran 12 seminars and

brought in our first 50 sales. The presentations that I ran were un-
scripted and terribly organized. Often the events were meant to fin-
ish by 8.30, but would continue until 11pm!

Despite all this is that these events converted highly. We would close
30-100% of the room consistently (depending on the size). The rea-
son I was able to convert from the stage so highly was for a few main
reasons; mainly passion, charisma and heart. When I was on stage I
was so aligned to my mission, so passionate about the topics I spoke
about, had so much fun and so authentically me that I sold people
on more than just the benefits of the course. I had people tell me that
they were buying into our business course because they just wanted
to be around our energy and be a part of our vision.

Your ability to be uniquely you and stand out is your most im-
portant asset. The world doesnt need another coach - the world
needs your inspiration, your heart, your charisma, your mis-
sion, you!

When you film your videos, write your content and present your
knowledge just remember to keep your unique identity, style and
charisma as the foremost priority.

This is your secret weapon; this is your unique opportunity to really

stand out and build a following of raving fans.

Everyone I know has a blog these days. The blog is only as powerful
as its delivery strategy, topics and how its marketed. If you can uti-
lize blogs properly you will build a following of raving fans and con-
vert people from your online marketing into clients in abundance.

You are going to learn how you can structure blogs to generate leads
and build massive trust with your audience. The problem with most
blogs that I see is that they arent captivating enough. People are too
ADHD these days and when they are online dont want to read thou-
sands of words, they want to read a sentence or look at a picture and
then move on.

For this reason, from this point forwards every blog that you do is go-
ing to be based on a video. The more senses you entertain, the more
engaging your content will be. Every blog that you do will be filmed
and you can either recap on the takeaways that you went over in the
video or you can get your video transcribed and put below the video.

The goals of your blog are to build trust, show your uniqueness, give
great value, engage your audience, build fans and get people to take
action into one of your funnels. The following system explains how
you can create blogs quickly and easily:

1. Introduction Introduce you and your company. E.g. Hi, Ryan

Magdziarz here from Winning International.
2. Promise Announce a huge outcome/result that they can ex-
pect to achieve from what they learn in the video. E.g. In this
video youll learn the exact structure to generate 5 leads ev-
ery week from blog posts.
3. Context Give context into what inspired the blog post to be
created and make sure it seeds a program or trust builder
that you were involved in or this can also be a quick interest-
ing story to engage people. E.g. I was running a webinar the
other day for our 7-Figure Coaching clients and we tackled a
huge problem coaches usually have with blogs, so I thought it
would be great to share with you guys.
4. Overview Give a brief overview of what you will be covering.
E.g. Im going to share with you the 3 steps to creating share-
able blogs.
5. Content Deliver the points that the audience needs to know
to get the valuable information they came for.
6. Summarize Give a brief summary of what you went through
in the content. E.g. So lets recap, the 3 things you need to
create killer blogs are
7. Action Give them an action step to take. The action step can
either be a specific call to action on a funnel, telling them to
share the content or getting them to comment below and
keep the conversation going. E.g. Thats a wrap, if you want
to know how to take your lead generation to the next level,
then jump over to the right and get your free cheat sheet
which will show you how you can generate 24 leads in the
next 24 hours using Facebook Ads.

Tip - Sign-Off:

When you sign off at the bottom of the page, make sure that
you give yourself a funny in-between name that demonstrates
your knowledge base and then put a share button at the bottom.

The plugin Mashshare has been great for us.

The purpose behind your blogs is to build trust. You can do this in 3
main forms:

1. Direct action from the video When you have the chance to
quickly get people to consume your value it provides the per-
fect entrance to get them to take action on something a little
bit riskier; a hook, a video series, webinar, challenge, inten-
sive or even a small product. It is important to have the ability
to get people to access 1-3 CTAs in the sidebar of the blog in
order to get people into a funnel.
2. Building your remarketing list When people have visited

your site to read or watch a blog, you are not only building
trust - those visitors go straight onto your Master remarket-
ing list.
3. Building value with email list Every time you create a high
quality blog its your chance to give the prospects on your
email list value. A blog and accompanying email should be
sent out between once a fortnight and twice per week respec-

Every time you launch a new blog, it is important that you market it
to your audience as a piece of bait to lure in your prospects onto your
database and into your remarketing web.

You should just use the normal P4 Copy format to launch the ad.

Check out the example.


Case Studies:
A revelation that I have had over the last 5 years was based around
taking personal responsibility for the results I get in the business. I
used to be so afraid to invest in myself because I was terrified that
the business/marketing strategies that were on offer wouldnt work.
After learning the importance of self-ownership and the NLP phrase
coming from cause, I realized that the results you get from teachings
is up to you.

You can get the worlds greatest results from something, or no re-
sults from something. This depends upon whether you are willing to
take action, get feedback and tweak until you get it right.
This knowledge has been hugely important for me, because it has al-
lowed me to take 100% ownership over the growth that I experience
in business and choose how fast I want the business to grow.

The problem is that even though I know that if you are reading this
book as a coach you come from cause, most people you will encoun-
ter (prospects included) wont have that same responsibility and
power over their results that you do. All that these people want to
see is proof that it is going to work for them. They want a guaran-
tee that no matter what happens, they will 100% get the outcome
they are after. This same attitude transfers to prospects when they
are watching your content and a part of your network in some way.
Every client that ever considers working with you asks himself or
herself the question, Will this person get me results?

What youre about to learn is one of the most powerful forms of mar-
keting on the planet. The strategy to perfectly articulate the proof
you need to prospects is Case Studies. Case studies allow you to
openly discuss your clients results in a constructive way that creates
an element of trust more powerfully than any other. There is a right
way and a wrong way to present case studies and you are about to
learn the distinctions for both.

The problem we see with most case studies is that they lack value.
There is no incentive for someone to watch the video. You are going
to learn a strategy to use case studies in the most constructive and

appealing way possible to get people to watch and love them, while
they are having an equivalent level of trust built from the clients re-

The following format shows the process to go through with the case

There are 3 parts to the case study;


The key to an effective Case study is choosing a client that got amaz-
ing results. This client will also have mastered a specific strategy that
your niche is interested in order to get those outcomes that you are
talking about.

Section #1 - Intro: You will film a really quick intro video (60 sec-
onds) to get people excited about the interview. Use the following
structure to nail the intro:

Intro A quick intro of who you are and where you are from.
E.g. Hi guys, Ryan Magdziarz here from Winning Internation-
Promise Mention that you have a treat for them and talk
about the result they are going to get from the video. E.g. To-
day Ive got a special treat for you so you can learn from one of
our clients how to master your Facebook Advertising.
Case Study Talk about the person in your case study, where
they went from and where they got to using the strategy that
the case study is focused on. E.g. Geoff is an amazing guy
who started with us with 5 clients and then used Facebook
ads to be able to grow his client base to over 120 in a matter
of months.
Purpose Talk about how the video is going to work and the
advantages of having a case study to learn from. E.g. The rea-
son I love case studies so much is because they allow you to
learn from real life results. In fact, the whole of Harvard Busi-
ness School is taught from case studies for this very reason. In
this quick interview you guys are going to be walked through
Geoffs journey to 120 clients. You are going to get an inside
look at the highs and lows he went through and be able to
learn all the key factors that allowed him to succeed so quick-
ly, so you can model the exact journey and achieve the same
results. So lets get into it.

Section #2 Interview The interview is where the Case Study ac-

tually happens, you will either have footage you got from an online
or offline video. We have put together some questions that we use to
get the highest quality answers from the client being interviewed:

Introduce Client and compliment them:

Where were you before we started working together?
What were the biggest distinctions (in relation to topic) you learned?
What were your biggest challenges (in relation to topic)?
What were the results you achieved (from applying the topic)?
What 3 pieces of advice would you give to people watching (in rela-
tion to topic)?
What would your single piece of advice be for the people watching in
relation to get results in general?
Thank the client and say see you in product they are in.

Section #3 Outro: The outro gives you the chance to summarize

and sell people into your Bridge Session. Use the following structure
to turn the largest number of people into qualified leads:

Summary: Show your excitement for the results your client got and how
awesome the interview was. E.g. Wow, how cool was that and how cool is
Geoff? Such a great guy and he was able to achieve such awesome results.

Hope: Talk about how they can achieve the same results as the case
study. E.g. The coolest thing out of all this is that if you implement
the strategies you can get the same results or even better.

Action: Sell the idea of them doing the Bridge Session. Make sure that
the session objective that you use to sell it is relevant to the case
study. E.g. Weve had a huge number of people love this interview
and contact us wanting to know how they could apply ads to their
coaching business. So what weve decided to do is to offer a really
quick 30 minute chat to anyone that wants to generate a ton of leads
through Facebook. Because we are quite busy and were doing this
for free to help out, its super-important that you answer the ques-
tions properly so that we can formulate a quick plan before you jump
into the session. That way you can get the most out of it. So go below
the video right now and fill out the application form and were super
excited to quickly put you on the right track to generating unlimited
leads through Facebook.

To best utilize the Case Studies that you create you need to make
sure that they are shown in the right place and that they are being
marketed properly to your audience. Because this is the best form of
proof to build trust, we want to have as many people as possible see

Placement All of your Case Studies should go through your blog

feed. Just as you would post a blog with an image, you would also
post a Case Study. It doesnt have to use fancy text to complement the
video; you just have to get people to watch the Case Study.

You can see that we used a great image of the client as well as using
the clients name above. We highlighted the awesome results at the
same time as making the strategy/teaching that the video includes
clear as well. In the case above, I interviewed Camille on how she
created a high-end coaching course.

In the blog post under the image and title, we literally highlight the
promise and tell the prospect to click on the video to watch and then
just have the video embedded there.

Its also important to have the call to action (CTA) under the video
so that when you tell them to take action its easy for them to follow

Marketing: Case Studies is something that we have used a lot to get

results and although it will generate leads organically when people
visit your site, you are going to get the most results from marketing
the case study straight out to your audience. Your opt-in rate will be
less, but even people seeing your case study and not acting is a posi-
tive. When people do opt-in they are hot leads.

For the example below we spent around $350 in marketing and gen-
erated 9 leads and made 9 sales to make $36,000. That is a fantastic
return on investment.


Video Ads:
To get the most out of any social platform, you need to stand out and inno-
vate. Facebook ads arent going to stay the same, the return on investment
will always change, the platform will change, the restrictions will change,
it will become more expensive etc. It really is never ending and you have
to consistently stay up to date to truly maximize the amazing potential on
Facebook and with platforms in general.

At the moment, Facebook is pushing people to use video ads, where you
market a video that is played inside the Facebook newsfeed and for that
reason there are massive benefits to utilizing video.

The most obvious benefit is that you can build more trust with video. Video
is engaging, video allows you to sell more of yourself and show your pas-
sion in one of the most captivating ways.

The second massive advantage to using video ads on Facebook is that they
have gone all out and given advertisers the opportunity to build remarket-
ing lists based on people simply viewing a video.

The final awesome benefit to this is how cheap it is to get people to watch
your video. Instead of having to pay $1 per person to enter your remarket-
ing list through your website, you can pay 1c to get someone to join your
remarketing list through a video view.

When we look at the different kinds of mediums you can use to deliver
value, video ads are Free ways to do so and are one of the lowest forms of
risk. You can literally put in a few hundred dollars and have 10,000 inter-
ested people to market towards.

Email Marketing:
Email marketing is a crucial and extremely powerful strategy to help build
trust and nourish prospects by moving them closer and closer to the sale.
There are 2 main ways to maximize email marketing. You can use email
marketing to assist in a funnel related sequence. This could be a nourish-
ment sequence that everyone sees when they opt-in to your email list, a
lead up sequence to get people to attend a webinar or even a sequence
attempting to upsell people to the next step in the funnel.

The second way that email marketing needs to be utilized is to continue to

build trust in the people on your lists.

Ongoing Nourishment:

Often, a change of perspective works wonders. I remember watching a vid-

eo of my own golf swing and it allowed me to see a problem that I had with
ease. When it comes to build trust and giving value via email a lot of people
come from the wrong perspective. You see, marketing, as a coach is differ-
ent to any other industry. When you market as a coach, your contribution
in the way of content and value can change someones life.

Marketing is not about intense strategy, its about how well and to
what degree you share.

If you can change your perspective from trying to make your content per-
fect and realise that you are really giving then the game will change for
you. From this moment forwards you will never second-guess whether you
have worded a post well enough or whether people will think your content
is too basic or your opinion is not welcome. This is because you are not
marketing to the naysayers - you are marketing to share to the people who
need your help.

To understand what kinds of value and content you should put through
your email database, think about how you can share value. Here is a list of
things you can do to help people on your email list:

Lesson Creating an email that includes the lesson inside of the email.
Blog Linking people to a valuable piece of content on your blog.
Case Study Linking people to an educational case study on your blog.
Hook Sending out new hooks for free to your database.
Appearances When you do an interview, interview someone else, get fea-
tured in an article or someone puts an article on your website or any form
of media, it is a great way to build trust and educate your audience with
some value simultaneously.
Any funnel Whether it be a webinar, seminar, challenge, product or even
a bridge.

The key thing to understand here is that you want to keep 80% or more of
your emails with free front-end value. If people think you are always trying
to market sales material, they wont want to be a part of your list.

However, if you send super content that your niche value, have your unique-
ness embedded then you will create a highly engaged list of subscribers
that generates you leads and makes you sales. To get the most of your da-
tabase you would be best to send out an email a week minimum and just
grow it from there.

Email format:

When structuring an email its not 100% about having the exact same for-
mat each and every single time, its about including the right assets in that

Lock-on email:

The lock on email structure goes through the 4 elements you need to in-
clude in each email you send out to get the maximum engagement and re-

Factor #1 Context (Distinction): The context is the background story or

reason behind sharing the value piece. The context can be delivered in
many different ways from a story, to letting your readers know that you
think theyd find something helpful, to talking about how your niche strug-
gle with this all the time so you thought you would send it out, to talking
about a specific case where you helped someone with the problem, to tell-
ing them its a must watch, to telling them that you had loads of people
asking for help with this so heres the solution.

Factor #2 Promise (Results) Make sure that you mention the huge re-
sult that they will get from your piece of value. You can mention this as
simply as youll learn [insert big promise] or you can talk about where your
niche is now and where this piece of value will help them get to.

Factor #3 Action (Link) After you have provided context and sold them
on the results you can provide, it is crucial that you give them the link to
find out more.
The important thing to note with the link is that you have to actually tell
them to click it. Dont underestimate the power in actually telling someone
to do something, because they will have much higher chance of clicking
through. If you have an image that you can hyperlink, this can be an appeal-
ing way to get them to click.



Subject lines:

The best way to describe how to maximize your open rate with the emails
that you send out is through dance. Its to understand the tango between
trying to get noticed while maintaining relevance. When I examine the In-
ternet marketing space, there are 2 distinct categories that I see advertis-
ers that I see in play;

Trickster The trickster is always trying to conjure a spell of Internet mar-

keting genius to get prospects to engage.
Genuine The genuine figure has personality and an element of transpar-
ency so it is his/her content that wins over the prospect.

Mailchimp did a research campaign with all of their emails that had been
sent out and the statistics concluded that dicky subject lines often repelled
subscribers from opening emails.

The best way that you can overcome low open rates is to be genuine with
your approach and a genius with your content. Your goal should be to un-
derstand what your users want to well that your content topics gets them
to engage regardless.

Tips to dominate your subject lines:

Timely: Try to provide information that is relevant to the specific

problems that your niche is facing now.
Short: Keep your subject line to 50 characters or less.
Straightforward: Dont sell whats inside. Tell whats inside.
Questions: Similar to your advertising, questions tend to engage an
audience well.
Frequency: People dont want to be emailed too frequently either,
once a week is a good amount.
Expectancy: If your list knows that they will be emailed they are
more likely to open it.

The best way that you can get the email marketing approach right is by
getting inside your niches head. How often do they want to be contacted,
what do they want to see with subject lines?

From everything that we have gone through so far, it has become clear that
building trust and authority is a long but necessary process. You have to
show your audience that you are a thought leader in your field and this
takes longer depending on what category of people on the audience bell
you are talking about. To build trust with the innovators and early adopters
it takes a comparatively small amount of trust building proof. To build trust
with the early and late majority it takes a lot more trust building proof.

What if you could take all that proof needed to build trust with an audi-
ence and compress it down to be delivered in a couple of weeks? What if
you could grab the 20% of proof that has the biggest impact and deliver it
straight away?

Enter the Rapid Trust Builder, a strategy that can take prospects and
quickly convert them to sales. The rapid trust builder is a way that you can
indoctrinate every single prospect that shows interest in what you do (by
engaging with your site) by showing them a series of trust building proof
and then getting them into a risk scaling funnel.

Right now there is a specific number of proof or trust elements that you
could use to show your audience the best of who you are and what you do.
If you can flash all of this to your audience at once, you can speed up the
trust building process and transform your prospects to clients rapidly.

The Rapid Trust builder uses Facebook Remarketing to send out your larg-
est trust building elements to your audience directly after they visit your
site for the first time. Working just the same way as creating an email mar-
keting follow up sequence, the rapid trust builder provides a far less in-
trusive opportunity for trust building and gives you the chance to ramp up
how people see you to a place where they are ready to take action.

Rapid Trust Builder:

As you can see from the diagram above, having roughly 5 trust build-
ing elements that are marketed out over the first couple of weeks
that someone visits your website will give your audience 5 opportu-
nities to increase their perception of your thought leadership status
and also give them 5 opportunities to take action with one of your

The sole goal of these activities is to increase trust. It is NOT about

seeing a ridiculous return on investment from every single campaign,
its about shortening the lead time between interested and bridge
session from 6 months to 2 weeks.

Ideas for items that could be embedded into your rapid trust build-
ing sequence:

- Case Studies - The best form of proof that you can have that you know
your stuff is results that you have helped people achieve. If you can
show people this in a non-direct way it will build a huge amount of trust.
- Best Blog - Quite often when you create blog posts and content for
your market there are some particular pieces of content that will res-
onate hugely with your audience. If you can put that out with social
proof to your audience straight away, it will increase trust massively.
- Speaking Footage - If you have spoken at any large events, ran any large
seminars or done any big keynotes, footage from that can display you
as a thought leader. Showing your audience this can be hugely effective.
- Leading Interviews - If you do any large interviews or have
any thought leaders interview you, it can provide massive
trust through association. People will raise their perception
of your value as you are associated with a high-profile leader.
- Teaser Videos - If you have any super HQ video mash ups that talk
about your brand and what you stand for, these would be perfect for
your trust building sequence.

If you can have a mixture of the above elements consumed by your

audience, then you will be miles ahead in the building of trust and
converting your interested prospects will be a much quicker and eas-
ier process.

Lets look at the technical strategy behind creating your remarketing


STAGE 1 - Planning

- Sequence Plan - What trust elements will be marketed at what

point? (3-5 elements 3 days apart)
- Content Destination (video inside Facebook or Landing page or
- Ad Picture (If Applicable)
- Ad Copy
- Main Remarketing Pixel (You would most likely have done this al-

STAGE 2 - Create Audiences

1. Go to Audiences

2. Click Create Audience > Custom Audience > Website Traffic

3. Enter the details for the number of days (writing a description is

optional). Repeat this process for 3,6,9,12 and 15 days.


It should look something similar to this:

STAGE 3 - Start Ad Campaign For Each Element In Sequence

1. Choose your campaign objective based on the element type for your
first element (What youll market for the first 3 days after someone
visits your website).

If you are marketing to a separate page (E.g. Best Blog) then you
choose Clicks To Website.

If you are marketing trust via a video inside Facebook (E.g. Teaser
Video) then you choose Video Views.

2. Name the first campaign

Name the campaign with TR for Trust Remarketing - # Days - [Ele-

ment Name]

For Example; TR 3 Days - John Case Study

3. Choose targeting for the first campaign

When targeting for the trust remarketing sequence the only target-
ing you need to add to the blank canvas youre dealt is by typing in
the name of the first trust remarketing audience.


4. Choose budgeting for first campaign

The budget that you choose for this remarketing sequence is very
dependent upon the user.

I would suggest starting with $5 budget per day (ongoing). If you

have enough traffic and Facebook is spending all your money then
you can increase the budget accordingly. (This is based on the list
size. The list size is based on the number of visitors to your site).

5. Complete the Ad Design and Pricing Strategy and then Launch.

Choose Most clicks at the best price for your pricing strategy and
then place your order.

6. Get the second campaign launched and keep in mind the targeting

In the first campaign we targeted the audience who had visited the
site in the last 3 days for the first time. This means that between 0-3
days after they visit the site for the first time they are being market-
ed to with this campaign. With campaign number 2 (TR 6 Days) we
want to be marketing to visitors 4-6 days after they visited the site
for the first time. To do that we need to choose the TR 6 Days Custom

However, to avoid marketing the second campaign to people in days

0-3 we need to exclude the first audience we created (TR 3 Days). To
do this you simply have to include the 6 day list and click the drop
down and select exclude when selecting the 3 day list (see below).


Campaign 3:
Include; TR 9 Days
Exclude; TR 6 Days, TR 3 Days

Campaign 4:
Include; TR 12 Days
Exclude; TR 9 Days, TR 6 Days, TR 3 Days

Campaign 5:
Include; TR 15 Days
Exclude; TR 12 Days, TR 9 Days, TR 6 Days, TR 3 Days

7. Create and start campaign 3, 4 and 5.

8. Monitor the traction and edit the budget accordingly.

If you want to maximise your rapid trust builder make sure you use
the following crucial elements:

1. Consistency - Not consistency with the campaign, consistency with

your trust based marketing and conversion opportunities moving
forwards. There is no point going to all this work if you arent going
to give the super-hot prospects continuous opportunities to move
forwards with your value.

2. Quality - Ensure that your trust building elements are super-high

quality. It is crucial that you dont fill up the sequence for the sake
of having 5 elements if 3 are amazing and 2 are average. If this is the
case, just start with 3 until you have some better material to market.

3. Traffic - When you are creating your audiences it is important that

you have at least 20 new visitors to your site over the 3 day periods
in order for your list to be large enough that Facebook allows you to
market to it. If the list has less than 20 people on it Facebook wont
market to it, so its crucial that your marketing and traffic is strong
enough for this strategy to work.

The Rapid Trust Builder will make a huge difference in the results
you see online so make sure you implement this strategy as soon as
possible and back it up with consistent and proactive value-based
marketing to your audience.


Alone we can do so little; together we can do so much. - Helen Keller

When I first got started in my web business I was living with my part-
ner and her Mum and running the business from there. It was ex-
tremely difficult. Trying to cold call with constant interruptions and
working from a bedroom was incredibly unproductive, but at this
stage I was trying to save every penny I could to reinvest in market-
ing for the business.

I looked up the price of office space and it was a tad out of reach, but
I was desperate to get a place. I decided to catch up with a few people
who were offering space and see what I could manage to organise.
The office that I favoured the most was a cool entrepreneurial space
that was close to the city. I caught up with the lessee of the building
and found out what he did and what he needed most. It turned out
that not only was he a super nice guy (and now a good friend), he
also ran multiple businesses that needed websites. I ended up nego-
tiating an awesome deal for both of us that meant that I got the office
space for a trade. It would have cost me more than 10x the amount
had I directly paid for rent. A fence, car repair, design, massage thera-
py and most importantly a ton of promotion are all things that I have
been able to wrangle as a result of using partnerships.

In this part of the book, you are going to learn how to create a 7 Fig-
ure Coaching business purely with the use of Joint Venture Partner-
ships. Before we get into how to find and form a partnership, its
important that we properly understand what a partnership is. A lot
of people take partnerships very seriously and formally, but at the
end of the day, a partnership is simply a win-win-win.

Win #1 - Partner: The first win that is important to secure a deal is

the arrangement being a win for the party you are looking to partner
with. If they dont see the situation as an obvious win for them, then
you wont have a successful partnership.

Win #2 - Client: The second win needs to be for the client. For the

partners to be happy working together and for their clients to par-
ticipate moving forwards there needs to be huge incentive and value
for the clients.

Win #3 - You Obviously, the most important win for you needs to
come with your ability to benefit from the arrangement. The sole
goal of your win in a partnership is for you to get leads and sales.

There are 2 main reasons that partnerships are so valuable:

1. Leverage -You can leverage off other peoples databases to find

new leads
2. Price - Partnerships are free, you simply provide value in return to
constitute the validity of the deal for both parties.

In every single business that I have been in, I have used partnerships
to contribute a minimum of $100k to the bottom line.

At Winning International, we have set up more than 5 large joint ven-

tures that provide us with half of our sales.

This year joint ventures will account for more than 7 Figures for our
business alone.

There are 3 main stages that you need to master to achieve the same
if not better Partnership results in your own coaching business:
Find, Secure and Maximise.


Find is your ability to locate profitable partnership options. Far too

many people looking to set up joint venture partnerships fail to find
appropriate partners to begin with and therefore waste a ton of time
pursuing dud connections - they end up with the Runt. If you follow
the process that youll be learning in the Find section, then youll
learn how to find partnerships that deliver great results consistently,
what we refer to as a Thoroughbred.

Secure is your ability to lock in a partner as a potential provider of

leads. It doesnt necessarily mean that you will generate leads from
it, however.

So many people put hard work into establishing connections with

profitable joint ventures and then do absolutely nothing with them,
they end up with a Fling. The process that you are going to be taken
through will ensure that you secure the deal as a long-term Partner-

Lastly, Maximise is about ensuring that you regularly generate leads

from your partner. There is a big difference about having once-off
results with a partner, attempting a get-rich-quick strategy and de-
veloping a Cash-Cow.


1. People

People that your niche look up to

I did a website for a lady who had 200,000 likes on Facebook
because that is where a lot of our niche went to.

2. Before

Where do your niche go before they need your product or

Example: Australian fitness certification organizations
Case study: Stefan Finance client; channelled a few key JVs
and was able to go from having 1 client to $20,000 a week in
his business.

3. Same

Who has the same target market, but a different product or

service (that doesnt compete in any way)?
Case study: Camille JVs with beauty salons and other large
companies which did seminars and needed a thought leader
in the space.

Partnership Ideas:
- Associations
- Thought leaders
- Online celebrities
- Associations
- FB Groups
- youTube Channels
- Same niche, different business types
- Education Facilities
- Authors
- Charities
- Professional speakers
- TV Celebrities
- Large social media followings
- Media sites
- Bloggers

Joint venture partnerships are an attraction strategy that can provide

your coaching business with hundreds of opportunities to boost lead
generation and sales. In this sub-chapter we are going to be talking
about how you can find virtually unlimited partnership opportuni-
ties in your particular niche. Being creative and thinking outside the
box is an absolute essential element of all 3 stages in the partnership

There are 3 key strategies that you can use to find potential profit-
able partners. The sole goal of these 3 strategies is to spark ideas
about organisations and people that would have direct access to
your niche. Its important to note the golden rule of finding partner-
ships is that you must not target niches that have competing prod-
ucts. Dont try to partner with your competition!

One of the biggest mistakes that we see coaches make when it comes
to looking for partnerships is that they cant find quality partners to
join forces with. Some find only Runts like we spoke about earlier,
or spend all their time going after whales that have great potential,
but soak up far too much of your time.

You are about to learn how to not only Find a plethora of partner-
ship options, but to sort through them and get rid of the ones that
will waste a ton of your time. Your goal is to find the greatest number
of high quality partners in the shortest possible time and thereby
put yourself in a position where you can generate unlimited leads for
your coaching business and control the rate in which your coaching
business grows.

The Niche Finder

The following process will allow you and your creativity to research
and extract as many potential partners as you like in your business.
It is crucial that you maximise this process by stimulating your in-
ner creative and really open your mind up to potential opportunities
with the cues suggested. This way you will get the absolute maxi-
mum amount of options for you to begin contacting in the short term
to flood your business with partners and leads.

1. Before - When your core service as a coach is to help change peo-

ples lives, it is not uncommon for them to have tried other strategies
to help solve their problem. Think about where your niche goes be-
fore they need your product or service. What other solutions might
they have tried to overcome their main problem? Where else may
they have gone before you come into contact with them?
For example. If you were a dating coach helping men find the women
of their dreams, then they may already have joined a dating site, see-
ing a counsellor or they might even try bulking up at the gym first.

2. Same - One of the main advantages to having a specific niche is that

you can find other people who serve the same niche and have a great
reason for partnering with them. Think about your niche and what
other services they use specifically. What other services do they en-
joy? What other organisations have products or services that are
specific to your niche?

For example. A fitness coach could be helping men who want to put
on weight. If this was the case, supplement stores, gyms and nutri-
tionists would be some examples of organisations that would market
to the same niche.

3. People - In any coaching business, there are always people who are
looked up to as thought leaders on the topic. Authors, speakers and
other celebrities in your space will usually have large followings on-
line and if you have a complementary service (as opposed to a com-
peting service) this can be an amazing way to get access to a huge
group of potential clients. Ask yourself who do your niche look up to?

For example; Fitness coaches clients would look up to people like

Arnold Schwarzneggar, the late Greg Plitt, etc.

The Finder Funnel:

1. Partner Business Type - The first thing that you need to do when
looking for new partners is to figure out all the different business/
people types that fall under the 3 categories of partners.

Simply list all the different types of business that could have access
to your niche under the categories. Your goal is to get as many pos-
sible types as you can. Make sure you list the broad categories, not
just specific businesses then look at the specific businesses in the
next step.

Examples under the Same category for a dating coach helping wom-
en find love:
Correct = Beauty Salons, Hair Dressers, Female Gyms

Incorrect = Endota Spa, Girls Curls, Fernwood Gym.

2. List Them - Under each category choose the most powerful 3 types
of businesses and people.

Once you have created titles for all 9 different types, then your job
is to list as many possible examples of each different type that you
can. You are creating yourself options. One of the most important
aspects when it comes to finding partnerships is being able to detach
from the outcome. Not every partner you want to secure will and
that is okay because there are plenty of fish in the sea.

3. Size them up - Go through all the options that you created for your-
self and sort through the wheat and the chaff.

One common mistake that we see coaches make is to chase the

wrong partners, wasting a bunch of time. They get to a point where
they lose faith in partners as a strategy because they were running
in the wrong direction altogether and trying to connect with people
who would never help in the first place.

It is now important to size up all the amazing potential partners and

go on a crossing-spree. You need to cross-off any people or organi-
sations on the list that are either too small (Runts these dont have
enough of a database to be worth your while, but are easy to make
contact with) or the ones who are too large (Whales these have a
great database, however are very difficult to make contact with and
will eat up months/years trying to form the partnership).

Once you have crossed off those that arent appropriate its time to
move your list into a spreadsheet that can be tracked.

Sample Partnership Database Spreadsheet:

Above you can see an example of a sample spreadsheet that can be

used for tracking your pipeline of partners. You have your potential
partners business and personal details; your inside man; the date
on which the partner was last contacted; the date on which they will
next be contacted and room for some notes. Make sure that you use
this notes are where you can really differentiate and try to appeal
to the partner individually.

After going through this process you are left with a large list of po-
tential partners to contact. Each of the prospective joint ventures are
not too large and not too small; meaning that they are large enough
to create serious lead flow from them but they are also at the right
stage where you can contact them and partner with them relatively
easily and in a timely manner. It is important to balance having this
strategy work for you in the short term and also be able to maximise
the partnership for the long-term.


When you have a bunch of businesses and people you would love
to partner with, the job of setting up the partnership to consistent-
ly generate you leads is just beginning. Your ability to Secure the
partnership will make or break partnerships as a fruitful endeavour
for you and most people fail at this point. So many coaches that we
speak to have had potential partnerships hanging in the balance and
then they just fizzle out. All that effort, all those contact points and all
that opportunity that drifts away and never gets solidified.

In this section we are going to take the conventional strategy used to

approach partners and turn it on its head. You are going to learn the
process that we and our clients use to secure 7 Figure Partnerships
consistently. You are going to learn how to master the contact phase,
be the authority by helping the partner and then how to properly
secure the deal so its a sure thing.

It is important to note that this partnership process works extremely

well in the coaching space, where people are concerned with helping
others. Your desire to give forms the foundation of what it takes to
successfully secure partnerships like hotcakes.

One of the greatest sticking points for people looking to use partner-
ships as a key strategy in their lead generation toolkit is how to con-
tact potential partners. How do I get in touch with the right people?
What do I say? How do I progress to securing the deal?The reason
that this is difficult is because the organisation and people that are
worth partnering are successful people and are rightfully hard to get
in contact with. This is often seen as a barrier, however, in my opin-
ion this is an opportunity. Not everyone has what it takes to run one
way when 99% of people are running the other way and its having
the courage to be different that will make the difference when con-
tacting partners.

You are about to learn the 5 steps that you need to properly fulfil in
order to successful make contact with profitable partnerships.

The C-I-N-C-H Model

When contacting partnerships, it is important to detach yourself

from the idea that the process will be completely smooth. When you
are contacting potential partners, people who are successful, their
time is very limited. You want to maximise the time that they give
to you and get through the essential elements to starting the trust
building phase in the best order you can.

The CINCH model takes the 5 essential notions that are mandatory
when setting up a partnership and puts them into an easy-to-follow

Although you want to attempt to go through all of these stages in

one clean contact point, the reality is that you may have to cover
the elements across more than one meeting. However, for the sake of
simplicity lets call the cinch model session number one.

The word cinch means; an extremely easy task. When it comes to

connecting with partners one of the largest problems that coaches
have is the emotional attachment that they have to the magnitude
of what they perceive it takes to contact partners, when in fact it is a

So before entering this model, I want you to give yourself permis-

sion to look at this upcoming process as simple a checklist of attain-
able actions to take, as opposed to putting unnecessary stress on the

Craft Entry:

The hardest part to contacting a partner is being seen. They have

hundreds of people wanting their time and attention and your goal is
to break through the noise and get noticed. Once you are in, you can
start to weave your magic.

How do we get in, however?

90% of partnerships that we see were initiated through a mutual re-

lationship and or some way-in. Trying to contact a prospective part-
ner without a crafted entry is the same as trying to shoot someone
using a gun without bullets.

Finding the ammunition to create a bang when it comes to the entry

point with a potential partner can happen in 2 main ways:

1. Creativity
2. Insider

Creativity is your ability to make the initial contact in style, to stand

out from the crowd.
To break through the noise you have to ensure that you do things
differently to standout and get in touch with the right person.

One of the team members at Winning International, Mark Bowness,

is a great example of this. When he was looking to get in touch with
New World Publishing (a large American publishing company) and
he had no ins he used his creativity to stand out. To get in touch
with the managing director of the company he filmed a passionate
video directing it at her and speaking to her. He spoke to her about
his plans, complimented her and mentioned all the reasons that he
respected her work and sold her on the vision he had. When the vid-
eo was passed through via the bosss personal assistant, she was so
impressed by his ability to go the extra mile and stand out that she
booked a Skype meeting with him straight away.

How are you going to get creative to find your way in?

The easiest way to get in touch with a company or individual is to

have a mutual introduction, someone who your contact target knows
and trusts that can refer you to set up a meeting. As mentioned
above, most partnerships happen through this kind of introduction
and even more commonly when the business owner knows the other
business owner and the connection is already made.

If you dont have that luxury before making contact, then you need
to find your way in. You need to build a connection to make your way
in, by using LinkedIn to figure out a 2nd degree of connection so that
you can find your own insider.

How are you going to find your insider to help open up the door to
your partner?

If you really want to set up partnerships that would be worth more

than 7 figures, a great quote to keep at the forefront of your mind is
to leave no stone unturned.


Initiate Contact:

After crafting your entry, finding the best way to get in contact with
the right person, its actually time to initiate contact. The big problem
that we see far too often is people sending emails into black holes. In
the early stages of working together, one of our clients started con-
tacting potential partners. Although he was excited at the opportu-
nity that partners could provide, he was incredibly nervous when it
came to the reaching out and getting in contact. He ended up hiring a
virtual assistant to do the reaching out for him using the black hole
strategy, email.

In the first month, 1000 emails were sent and there were 2 replies
with Runt partners. It was when we gave him a friendly kick up the
behind that he starting calling all the potential partners and before
too long he had gone from nothing to $20,000 a week in the business

You see, there are varying levels of closeness when you contact a po-
tential partner. You can contact people on a relatively distant level
via email or you can make a personal visit. The question that I have
for you is; which contact method do you believe will give you the
most chance of making the right impact? The answer is personal
contact. The worst chance is via an email, so you want to make the
most personal contact you can.

You can see with the diagram before that as you go from top to bot-
tom, the impact gets smaller. A good friend of mine who runs a bike
store was once competing for a tender to build 1400 bicycles for a
large alcohol brand that was doing a nationwide bike give, a deal that
was worth over 6 figures. Instead of sending through the tender in
physical form like the other 50 applicants, he built the proposed bike
and rode it into their head office. He then handed the tender to the
promotion manager in the flesh and took him out for a quick beer.
Needless to say, he secured the contract.

We call this contacting closely.

How can you contact potential partners on a more personal level?

Nicely Value:

After you have achieved foot-in-door status, the first thing that you
need to do is to nicely value. The 2 key attributes that you need to
display to achieve this milestone are:

1. Likability
2. Value
People do business with people they like.

It is absolutely crucial that you make a good first impression and you
dont shove your intentions down the partners throat. Just be your-
self and start to have a chat about them and their passions. Contrary
to the strategies that you use when you are selling, where moving
away from rapport building is necessary to maintain value in the sale,
when you are building trust with someone you want to partner with
you are building trust with someone who you want to consider you
as an equal and that means you need to become business buddies.

Have a friendly conversion and do whatever you can to build rapport.

However, at the same time it is very important to build the perceived
value that the partner holds of you. Everyone has vantage points, ev-
ery coach has specific elements that shine a positive light upon their
level of success and status in the space. You goal is to bring forth the
elements that most propel your image and status to the next level,
but to do it subtly.

This is something that I used to teach to clients in the digital agency,

Winning Creations. We would get all the attributes that could show
the client in a positive light and make sure that weaker elements
werent displayed on the site at all. We call the things that show us in
a positive light Value Leverage Elements.


- Media appeared in
- Awards won
- Clients worked with
- Social media following
- Size of team
- Examples of work
- Vision

If someone had worked with huge brands such as Coles, AMP, Virgin
and Mercedes and they displayed them on the homepage, it looks im-
pressive. If they then had their Facebook like box in the sidebar with
only 27 likes, then it completely detracts from the brand strength
that was built up from the initial trust obtained from the larger cli-
ents the business had worked with. It works the same when making
a good first impression. You need to be clear on the large trust build-
ing points that you have and flaunt these to the potential partner in
the most discrete way or frame it as an opportunity to help them.

Bad example: We are kind of a big deal we have been in over 100
media outlets around the world.

Good example: I was looking at your brand and what you guys are
doing is amazing. I think your vision could really benefit from having
extra exposure and Ive been in the media over 100 times. I would be
more than happy to have a chat about how you can get similar results
also, that would be awesome for your brand.

The shield below represents your 4 greatest trust-building assets.

Your job now is to define what they are. Every single time you ap-
proach a partnership you must use your 4 value builders to convey to
the partner that you have value to bring to the relationship.

Note: At this point you havent even spoken about partnering, you are
just having a great conversation and opening conversational loops of
how you could add value to the partners business. You are starting
to build perceived value of aligning or even just spending more time


Connect Vision:

Whoever has the biggest vision always wins.

This is a quote based upon my experience in the start-up world. Be-

cause I lacked experience I had to make up for it with the strength
and passion of my vision. Each and every single time I would have a
conversation about my business I would always try to create a mag-
netic interest in the vision, I would try to draw people in to be a part
of what I was doing with the vision.

The purpose of connecting visions with your partner is not about

winning. Connecting your visions is all about having a mission that
is larger than the both of you and talking about how your visions
can work together. Even better, talking about how you actually share
the same vision can build a deep sense of rapport and connect your
businesses together without directly talking about it.

The key to connecting visions is about understanding the potential

partners vision in detail, allowing them to understand your vision
and then finding the points of similarity.


To find out about their vision, you simply ask what their vision is.
When they tell you their vision you need to talk them through how
your vision connects to their vision. At the end of the day everyone
simply wants to do the best they can in life. If the potential partner
doesnt want that at the highest level then they arent right for your
business anyhow.

The cool thing is that you can connect both visions by figuring out
what the effect of their vision will be. If you look at the diagram
above you have the left and right sides. On the left is your vision and
on the right is their vision. If you ask them what their vision is and
then think about what the effect of that will be and then you look at
your vision and figure out what the effect of what your vision will be,
then you can see how they might both be used to achieve the same
higher goal.

Example - Fitness Coach - Potential partner (Wedding Dress Shop)

On the left the vision for the business is to help 10,000 women look
beautiful on their wedding day.
>>What effect do you hope that will have?

Help women feel beautiful in life.

>>What effect do you hope that will have?

Help change peoples lives.

On the right, the fitness coachs vision is to help 10,000 women

achieve the body of their dreams.
>>What effect do you hope that will have?

Help women feel confident in themselves.

>>What effect do you hope that will have?

Help change peoples lives.

Have-To Schedule:

The last element in the CINCH process is the Have-To Schedule.

A massive problem that people have in the pursuit of setting up a

partnership is that they struggle to stay in contact with potential
partners long enough to secure the deal. When it comes to getting
back in contact with them, people try a few times to re-engage, dont
get a response and for that reason, give up. The sure-fire way to stop
this from happening is to keep the conversation going. Every time
you have a meeting with your potential partner, you MUST, every
single time, schedule the next meeting. You must ensure that every
meeting finishes by booking the next one on the calendar, this way
you keep the chain of communication certain.

If you follow those 5 elements in the first session or 2 with a poten-

tial partner you will absolutely nail the entry point to securing the
partnership. This will help set you up perfectly to execute the second
phase of the securing process with your partner.

As you give out so shall you receive. - Michelangelo Buonarroti

After you have made the initial contact with the partner, made a great
first impression, had a laugh together, built trust and perceived val-
ue, connected on your higher vision and schedule to speak to them
again, you are ready to move to the next phase. For the sake of keep-
ing things simple like the last section, we are going to call this ses-
sion number two.

So many people face rejection when it comes to partnering because

they have the whole process the completely wrong way around. As
we have spoken about, people who are worth partnering are usually
busy people. To get to where they are today, they have worked hard
and they have people trying to take from them all the time. So many
coaches instigate contact with a potential partner and offer no real
value and then get shut down.

We are going to turn that on its head completely and rewrite the rule
book of what it takes to set up partnerships. If you follow the strate-
gies you are about to learn, you will have partners asking to partner
with you. We have had two separate million-dollar partnerships turn
around to us and ask how they can help us grow our vision. The only
way we got to that place was by following the exact steps that you are
about to learn.

For this session you need to show your prospective partner that
you are here to help and actually begin doing exactly that. Because
you have connected with their vision, everything that you do can be
phrased as a desire to help them extend their vision that you are so
passionate about (because it is so similar to yours). The best way to
help your partner is to think of all the ways that you can help take
their business to the next level and provide value to aid in the devel-
opment of their vision.

Not only do you need to do all you can to help your partner, you need
to be able to help your partner in the areas that they actually need

A huge mistake that so many coaches fall victim to is living under the
assumption that every person also wants leads. For a large number
of partnership opportunities it would be something completely dif-
ferent in which they need help in. Lets be frank, the main reason you
want a partnership is to get a constant flow of leads from someone
elses database. Your primary goal is to find more of your niche to get
in front of. Not every business has trouble with leads. Weve been at
many stages in the business where we couldnt have cared less about
leads because we had far too many.

However, there were other issues that we needed help with.

Its your duty at this phase of the partnership process to figure out
what they do need to grow their business and it could be anything
depending on what stage they are at.


Before you enter the meeting, it is absolutely crucial that you do your
research into what your partner may actually need. Its like market-
ing - you can have all the greatest ideas in the world but if the topic of
the webinar you launch is terrible then you arent going to get people
buy into it.

When you go into the meeting, your goal is to have a swarm of ideas
to throw at your potential partner about how you can help their busi-
ness take leaps and bounds forwards in the areas they want most.

Without actually asking them what they are looking for, you can re-
search their business, their online presence and figure out what may
be missing and what you believe can help overcome that. When you
go into a meeting you want to be as prepared as possible. You wont
ever know everything that they are looking for until you chat with
them but you should try to think of as many as possible.

To best prepare for your session we suggest that you go over the fol-
lowing 3 questions to the best of your ability:

1. What are your prospective partners biggest problems?

2. What are your best solutions to those problems?
3. What are your biggest strengths that you can use to help them

The Help Session:

When you are in the session there is a model and mindset compo-
nent to your strategic focus. To reiterate the point, your sole goal is
to help.

There are 2 aspects to the model of the conversation:

1. Ask the Question

2. Introduce ideas

When you first speak with the potential partner, it is important to

actually talk to them about the areas that need the most work. This
is something where the tonality and intention is particularly import-
ant, no one wants to talk about their weaknesses, especially coaches.

However, if you broach the topic subtly with the right helpful inten-
tion then you will get the opportunity to find out where you can re-
ally help.

The second focus for the conversation needs to be suggesting ideas
that youve come up with to help them. This will allow you to bring
up ideas that you spent time brainstorming and also give you the
chance to talk about all the areas of strength that you can help them

To have the right impact with these 2 aspects of this conversation, it

is also important to take 2 main mindset areas to embrace:

1. Presenting Passionately
2. Giving Forwards

The entire goal of this section is to make your intentions very clear
and 100% in the right place. When you are talking to the prospective
partner about the ideas that you have come up with to try and help,
its important that they sense that pure intention.
Enthusiasm is contagious. If you can demonstrate the excitement you
have about their vision and how you want to help with it, it will show
them in the flesh how much you care about them and their vision.

On top of being incredibly passionate about the impact your ideas

will have in their business, its important to keep your helpful nature
as authentic as you possibly can.
You MUST give forwards, meaning that you have to be helping them
with no expectation of receiving. This will make the presence that
you have in the conversation completely genuine.

After spending a solid amount of time working on the prospective

clients business you will be able to move forwards to the next stage
and get onto securing the deal. This phase of helping can take any-
where from a single session up to 5 sessions. You are here to help
them no matter what and that is whats going to allow the relation-
ship to be solid and long term.

The goal of secure is not only to secure a partner who wants to work
with you in the long term but also to start getting in contact with
their audience so that the lead generating process can begin. Se-
curing a joint venture partnership agreement can be executed with
varying degrees of formalities. We just need to make sure that you
get the right level for your particular coaching niche and industry
that your partner is in.

The goal of this stage is to ensure that your partner isnt a one-hit
wonder and is more of a hall of fame for your business. We see so
many coaches have flings and clients fizzling out. It is important that
we are acting like we are looking through a telescope for the distant
future rather than getting caught up looking through a magnifying

In this session (session 3), we are going to be focusing on moving

away from helping just the partner and moving towards how to help
provide the most amount of value to their audience.

Win - Win - Win

To simplify what it means to maintain a successful partnership, you

just need to look at it with its ability to provide a winning situation
to 3 different parties:

Win #1 - YOU
Win #2 - PARTNER

When you went through the process of finding the right businesses
and people to partner with, you sized up the opportunities for whom
would provide the biggest win for you. You know that the win for you
is going to come from providing value to their audience and moving
them into your coaching programs.

You then put the entire focus on how to provide the biggest win for
the partner by helping them in as much depth as you possibly can.
You contacted them perfectly and then dedicated a bunch of time to
helping them grow their vision.

Now that you have helped them, its time to bridge the gap between
just helping the partner and its time to focus on helping the audi-
ence get the most amount of value possible. As you have only con-
tacted potential partners that dont compete in any way, your skill
set and content will be able to provide huge value for your partners

High-Five vs. Legal Agreement

A lot of time partners get too caught in agreements and over formal-
ising the relationship, when the best thing to do is to simply high-five
it. When you get stuck thinking about all the ramifications of legali-
ties with a partner it can deter you from wanting to put in the effort
to pursue a partner in the first place.

We have a client who didnt set up partnerships because he was un-

sure of how to properly get the formalities in place and it cost him
security and business growth with all the leads he missed out on as
a result. The bottom line is that even if you were to lock in a legal
agreement, the partners willingness to promote you to their au-
dience is going to come from how much they want to anyway. No
agreement will change that.

In this section we will be talking about the two simple steps that
youll need to follow to ensure that your partner will be there in the

long term, while starting to kick the gears into motion simultaneous-
ly. If you follow these 2 steps, then you will have an informal strategy
to lock the partner into an offer he or she cant refuse without an

Having just ripped the notion of having an agreement to shreds, the

simple rebuttal is that in some cases and some industries a legal doc-
ument is standard. One our clients who has been able to generate
$20,000 weeks consistently from partnerships is a finance coach and
in this industry, formal agreements are standard.

The main purpose for an agreement is to ensure that any financial

compensation that a party is owed is properly followed up on. If you
have a partner who is seriously interested in you promoting to their
audience, however, they would like to be financially compensated
(which isnt always the case), then either you or they need to speak
to a lawyer to get a basic agreement drafted up. I would suggest get-
ting a sample agreement online, editing it for your particular part-
nership and then getting a lawyer to tweak it, as this will save you
some money on the hefty legal bill.

In most cases you can get away with not having a legal document,
however, the most important element to securing the partnership is
to make sure that the long term and short term are crystal clear and
exciting for both parties involved.

Big Vision. Small Step.

To secure the partners commitment to the partnership, it is your

job to create a future together that is compelling enough that would
make it a no-brainer for them to want to be involved.

Keeping in mind the fact that the partnership needs to be a huge WIN
for every party involved, the first step is to sell the partner on the vi-
sion of how you can both work together amazingly well in the future.
The bigger the vision, the more exciting it will be for the partner to
be involved and the more solid the foundation of the partnership will
be. This is different to connecting existing visions like you did in the
CINCH contact process, this is referring to the vision for how you will
work together as partners moving forwards.

This should include: huge collaborative efforts; massive thought
leadership strategies you could both get involved with; built-upon
ideas on how to help the partner solve their problems; how your
strengths will help them grow; how you intend to help their audi-
ence better than any of their competitors and all the fun times and
amazing experiences that you are going to have together as a result
of combining visions and working alongside each other as joint part-
ners in the business.

The more excited, enthusiastic and passionate you are about help-
ing the partner and the larger the vision that you have for them, the
greater the chances of working together.

After you have paved the vision, its crucial that you offer them a test
drive of content to provide to their audience.

Although you have most likely provided a ton of value at this point
and had a few meetings, it can still come across as forceful if you
attempt to set up a big promotion to their list, so you have to tread
carefully. On the other hand, if you dont organise and get someone
booked in, the chatter can fizzle out without the process being start-
ed and you can officially write-off the deal.

To take that initial small step we firstly want to create a tiny, very
low-risk piece of content for their audience and give them all the ma-
terials necessary to launch it.

Once we have planted that seed and locked in a date to release con-
tent piece number one, thats when you have to suggest the idea of
having a trial run of an event to provide value to their audience. We
will dig deeply into what this event looks like in the next section,
however, the most important premise here is that you voice the fact
that you want to give the most amazing value to their audience ever
so that they can truly experience your value.

You want to mention that this event is a great chance for you to pro-
vide value to their audience and see how the two of you work togeth-
er. Framing the first event as a test drive can even be used as a take-
away in the eyes of the partner, they feel like you arent desperate to
promote to their audience and this can be a good sign for them.


Coming together is a beginning; keeping together is progress; work-
ing together is success. - Henry Ford

99% of people who set up partnerships online hit the surface 1% of

the entire opportunity and waste most of the partnership as a result.

Most coaching businesses fail as a result of not being able to generate

enough leads and partnerships can be the answer all the way to a 7
figure business and beyond. Going through the following process is
going to ensure that you maximise joint ventures and get 10x the re-
turn from each and every single one. You will learn how to properly
promote to the partners audience in a way that everyone benefits
from, youll learn how to maintain the partnership for years to come
and youll learn how to get 5 times more leads from this one partner-
ship with some next-level partnership secrets.

Before getting into the long term, lets cover the strategy that you
are going to use to generate leads from your partnerships. So many
people set up partnerships and they just exist as an esteem booster.
The partnership does not generate any leads or merely gains the odd
one or two that are directly referred by your partner.

If you only have the odd sale being referred, you lose all ability to say
that the partnership is consistent and a strategy that you can rely on.
The sole goal of partnerships is to consistently generate you leads
and to do that we are going to start by consistently running conver-
sion events to your partners audience.

A conversion event is a large chunk of value that your audience will

benefit from that gives you the opportunity to transition people into
a session with you, which will allow you to convert them into your
course. The medium in which the event is delivered is flexible. The
main 3 conversion event types are:

1. Webinar

2. Seminar
3. Challenge

Your goal with the promotion process is to get the highest number
of people to attend a conversion event and the highest percentage of
people from there to register for a free session with you. The follow-
ing process will guide you through the best way to do this.

The PP Wheel (The Partner Promotion Wheel):

1. Consistent Content:

The first step to making sure that you can successfully promote to
your partners audience is being proactive with the trust you build
with them before the event runs. Consistent content is the way to do

So many coaches make a mistake when it comes to promoting to a

partnership audience because they jump straight in and promote to
the audience with a conversion event.

Even worse, they get the partner to promote their product to their
audience directly without even having a conversion event. Your re-
lationship with this partners audience should involve regular value
that you provide so that they begin to know, like and trust you. You
want to show the audience that you are here to help and you will be
sticking around in the long term.

Consistent content should include the following:

- Blog posts - Creating blog posts on yours or your partners website

and linking it to the audience
- Case studies - Case studies are the most important pieces of con-
tent that you can provide to their audience. These can be maximised
hugely if the case study comes from one of the partners clients or
even the partner themselves focusing upon how you have helped
- Interviews - Having interviews with the partner and other thought
leaders will build huge amounts of trust
- Hooks - Checklists, cheat sheets, blueprints, reports and other small
giveaways are great trust builders.
When these pieces of content go out, you want to make sure that they
are released through the partners email database and social profiles
to maximise their exposure and consumption.

Your ability to consistently supply amazingly valuable pieces of con-

tent will determine the way that your partnership audience perceives
you. The perception that your partnership audience has of you will
directly impact how many people attend your events, so you want to
put the hard work in throughout the preparation.

2. Build Up:

The goal of the build-up is to get the highest number of attendees

to the conversion event. Many people under-promote in the lead up
because they are looking for a quick win or they dont work with the
partner to get the lead up advertising process clear.
It is crucial that you hit the following aspects of the build-up process
to properly hype up the hit.

1. Purpose Email/Video/Post

The goal of the purpose element in the build-up process is to An-

nounce that there is going to be an event on and to give some back-
ground or reason why the clients have been invited to this event.

It is absolutely crucial that the purpose is supported by the partner

and not just yourself. You want to work together to announce the
fact that you will be running an event to help the clients and how you
think it will help.

You should be focusing on releasing a large promise for the result

that the event will help the audience achieve. In addition, you should
advertise the benefits of the event, the purpose that we spoke
about and link them to a place where they can apply to attend.

2. Supporting Lead-Up Content

Lead-up content is intended to give those who are unsure the oppor-
tunity to experience the value that will be taught in the end content.
It does this by providing small snippets of value that will be covered
in the event and then using a strong up-sell at the end to register for
the event. This is the primary goal of the content.

Any content types that were covered in the consistent content phase
above are appropriate, videos to the audience work really well. It is
crucial for any supporting content to have a really obvious call to
action to the event.

3. Partner Positioning

Before starting the conversion event, the most important element to

the partner promotion process is to get the partner to talk you up.
The reason you have the partnership in the first place is because you
were able to build a huge amount of respect with the partner. You
just need to be able to get that same level of respect from the part-
ners audience. The most effective way to do this is by getting your
partner to position you in the right way from the get-go.

The partner positioning will be executed as an introduction at the

beginning of any conversion event. No matter what type of event you
are running, you need to get your partner to introduce you. If it is
possible for them to do this live then you should get them to do so. If
not, then get them to record a quick piece of video where they intro-
duce you and their trust in your product to the audience.

There are 3 main steps to the partner positioning strategy:

1. Why You Work Together - This gives your partner the opportunity
to talk about why you should be trusted. They can cover how you
met, why they like and respect you and why the audience should
trust you.

2. Relevant Case Study - The second phase of this introduction is for

the partner to talk you up with a case study that is relevant to them
or the audience. For example, the partner might talk about how they
have been helped by your service, how one of their clients has been
helped by you or point out a case study that really stood out to them
from amongst your clients. This builds huge credibility and proof be-
fore beginning the event because it is not coming from your mouth.

3. Youre The Expert Lastly, you want the partner to finish the in-
troduction giving reasons why you truly are an expert on the event
topic. The goal here is to get the audience to be excited about the fact
that they are going to learn something awesome from a master of
that particular topic.

When you get your partner to introduce you with those 3 elements,
the audience gains a huge amount of trust for who you are and your
ability to generate results on the events topic.

4. Conversion Event

After you have been positioned, it is now up to you to deliver an in-

credible event. You need to deliver amazing content and execute an
amazing presentation. You want the audience to get a ton of new dis-
tinctions, lots of value, to have fun, see your authenticity and have a
great time participating in the event. If you present well at the event
and cover all of those areas you will get a great response and end

5. Soft Sell

It is important to reiterate the fact that you are setting things up with
partner to generate amazing results in the long term. You arent there
to take advantage of the audience. You are there to warm up the au-
dience and convert as many people as possible in the most authentic
and genuine manner possible. So although our goal is to make sales,
we want to sell the audience softly.

To get the best results with both of these areas you simply need to
use the following steps as a guide:

1. Sell Through A Bridge - You arent going to sell from the stage in
this case (metaphorically speaking for challenges and webinars and
literally with seminars), you are going to get people into a bridge ses-
sion and build trust by having a call with the prospects individually.
You need to define what that session is called and make sure that you
sell it really well at the end of the conversion event. It should be very
clearly relevant to the topic of the event.

2. Extra Session Value - Your goal for this list is to provide as much
value and maintain as much trust as possible throughout the sales
process. To ensure that you achieve this goal, you need to make sure
that you are going into the sales session being clear on the specific
outcomes that you are going to help your audience achieve. For ex-
ample; instead of talking about what is holding them back, you might
actually do a breakthrough with them on the call. Simply list the out-
comes you want them to be able to feel that they have achieved by
the end of the session and then do your best to hit them all.

3. Plan Partner Leverage Points - When speaking with someone who

has come from a partnership, the best thing you can do is have the
partners approval on the sale. If the prospective client feels like you
are coming in to their zone and trying to sell its going to decrease
trust and lower your chance of making the sale. Your goal needs to be
to mention the partners support for your value as much as possible.
So before going into the sales session with the prospect think about
the things you might mention that are relevant to the partner and
their interests. Maybe you and the partner spoke about some tweaks
that you thought the prospect had to make to progress to the next
level, maybe the partner mentioned that he/she was really excited to
see the change that you could make to that prospect or maybe its a
broader comment about the fact that the partner really stressed that
their audience needed help with clarity and direction. As long as you
are mentioning the partners support for your advice and value then
the prospect is going to feel more comfortable throughout the sales


When you go through this process every time, not only will you get
many more people as clients thanks to the partnership, you will
consistently provide value and increase trust with the audience as
a whole.

Now that we have an unbeatable promotion strategy for the audi-
ence, we need to talk about how to allow those promotions to con-
tinue long into the future. Most people you speak to who have ex-
perimented with partnerships but didnt put enough effort into
persevering with it.

Dont be one of those people always looking for the get-rich-quick

scheme, you want to be the smart business person who is looking to
build cash-cows that grow year on year.
The person looking to strike gold without putting in the hard work,

ends up working 10 times as hard and the person who builds solid
long term investments for the business (like partnerships that con-
tinually grow) grows 10x as fast and doesnt have to work as hard.

The big mistake that people make when trying to sustain partner-
ships is panicking and trying to take, instead of having certainty and
always focusing on giving.

In this section youll be learning the key areas that will help your
partnership and the way to approach these to assure that the part-
nerships sustainability is bulletproof.

There are 3 main ways to give to your partner:

1. Grow them - You want to continually work towards helping them

achieve their business goals. Like we touched on in the help sec-
tion of securing, you want to following through on the strategies that
were suggested, you want to continually help them with your areas
of strength and continually be looking out for the best interests of
their business.
2. Connect them - The reality is that if you work with the same niche
as your partner, you will be able to help by being the connector. By
introducing them to other relationships that they could benefit from
in the space then you are not only helping them grow, you are ce-
menting yourself as the authority by connecting these people to each
3. Thank them - This is underrated by many but simple manners are
the most important thing of all. Being able to display your gratitude
for your alliance is paramount especially when it comes to conver-
sion events, sales they help you make and anything that they give to
you. It doesnt have to be anything flashy or expensive - small mean-
ingful cards, gifts and surprises will make all the difference.

Having the above in your arsenal of giving will keep the partnership
healthy and filled with reciprocity.

However, we want to make sure that those 3 elements are executed

in the right way.

There are 2 main things you need to consider when giving to your

The first consideration is that you want to be the person to throw the
first punch. What happens if you are fighting with someone and you
throw the first punch? They are always going to punch back. If you
are in a partnership with someone its important to be the person
who proactively helps the other partner move forwards by giving in
those 3 ways.

You want to be the one who initiates this culture of assisting each

You might link articles that could be helpful, send a random group
message on Facebook, introduce them to someone who might be
helpful or just reach out to see if there is any way you can be of ser-
vice. Being proactive is the key to winning in the giving department.

The second consideration is your ability to water the plants. When

you dont water plants what happens to them? They will eventually
die. You need to ensure that you are consistent with your approach to
giving to your partner in those 3 ways.

You dont want to proactively reach out once in a year. You want to
make it a weekly or fortnightly thing that you schedule into your cal-

If you can be proactive and consistent with your ability to give to

your partner by growing them, connecting them and thanking them,
then you will have an amazing partnership that will last for the long


When you get this stage you have done 99% of the hard work. You
have completed the partnership process like a work of art and now
you have the opportunity to capitalise on your investment.

Its kind of ironic that so many people want to be successful as coach-

es but fear it so much at the same time. After studying this section,
the only thing that could hold you back is fear, the fear of success.
Many coaches think that it shouldnt be that easy - that it should be
harder to succeed and for that reason just move on without maximis-
ing the partnership.

This stage is the 1% that will give you 99% of the result. If you dont
capitalise on all of the strategies laid out to you here, you will be
shooting yourself in the foot massively.

Giving consistently is all about ensuring that you fill your partners
cup and Maximise is about filling your own.

Maximise the Leads:

First of all, we want to ensure that we get the greatest number of

leads from the partnership. The more value and presence you give to
the partners audience, the more leads that you will generate.

There are 3 keys to maximising the number of leads that you gener-

1. Constant Content - As we spoke about in the Partner Promotion

Wheel, giving constant no-catch content to the audiences list is ab-
solutely mandatory in order to get the best results from that list. The
better the value and the more consistent content you provide will
increase the results you get from the partnership.

There are 2 things that you want to include when providing content
to the partners audience. Firstly, you want to make sure that you
are showing your personality, charisma and style to their audience.

People will follow you because they like you and believe in what you
believe. The more passionately you can project your value to them,
the more chance you have of being an awesome leader in their eyes.

Secondly, you want to make sure that you are incorporating the part-
ner into the content creation process. You want them promoting
your content, you want to be talking up your partner in the content
and you want the partner to know that your content is actually help-
ing them out as well. If you do this step correctly, you will possibly be
providing more content to their list than they are themselves. That is
why you need your partner to love it and see it as beneficial for them
as well. The more quality content you provide to the audience, the
more engagement you will have with them and the more leads you
will get out of running conversion events.

2. Consistent Conversion Events - Conversion events are where you

will be getting most of your actual leads from. The key here is to en-
sure that you consistently have events booked in the calendar. The
problem that coaches run into with their partners when it comes to
running these events is that there is no clarity for the partner.

You need to ensure that your partner agrees to run ongoing conver-
sion events, not just the one. If you can book in the next conversion
event the second after running the current conversion event you had
scheduled then you will have zero issues in always having conver-
sion events to their audience. The exciting realisation here is that
if you have clarity on how many conversion events you run to their
audience in a year. This allows you to work out your averages.

You might run one event per month to their following. Based on aver-
age results you receive after using the partner promotion wheel you
can estimate how many sales that partner will be likely to provide for
your business.

Lets use the monthly example: 12 events per year times 5 sales per
event would equal 60 sales per year. If you know your average client
value is $5,000, then that partner would be worth $300,000/year. If
you then have 4 quality partners of the same calibre then you will
have a 7 figure business based solely on 4 joint venture partnerships.

3. Embedding Your Bridge - Embedding your bridge is a next-level

strategy that you want to begin to include after you have been run-
ning quality content and conversion events to their audience for at
least 6 months. If you can work this strategy into the equation, then
you will have weekly leads coming into your business from your
partner. The way that you embed your bridge is by making your sales
session a part of their sales process.

In order to set up an embedded system, you will want to get your

partner relationship to the point where the partner loves what you
do, their business grows, their clients are happier and their retention
rate is greater. In short, they will need to clearly see the benefits of
your affiliation.

The goal of embedding your bridge into their sales process is that ev-
ery single time someone purchases your partners product they also
purchase your product. The goal is to get the partners sales process
to the point where they are booked in to have a session with you or
your sales team every single time they go through the process.

Rather than being an optional extra, a session with you is just a part
of the standard process.

To be able to set this up, you need to figure out the most appropriate
time to mention your service. The best time to do this is after the
sale has been made and after bringing up the problems that the indi-
vidual is having as a result of not doing your service.

When you get to the point with your partners where this is set up,
all the hard work is done and you will have a constant flow of leads

coming into your sales pipeline from this partner.

Maximise the Partnerships:

The next angle that we are going to look at maximising with your
partnerships is not the number of leads, but the number of partners
you generate from the partnership.

Most coaches set up one partnership and stop at that initial partner.
If you dont use that relationship that you put your hard work into
setting up, you are wasting one of your biggest opportunities when it
comes to setting up partnerships.

If you implement the following strategies you can gain anywhere

from 1 to 10 additional partners with minimal extra effort.

Finding partnerships is built around one core element, your niche. If

you have a very well defined niche, then it will be very logical to part-
ner with another organisation that has the same niche and doesnt
compete with your services.

What you want to do is find out from your partner who else they
know that work with the same market. They might have other part-
ners. If they do, then you can simply ask to be introduced to those
partners.If they dont have other partners, then you could suggest
that they set partnerships up with their other connections that work
with the same niche.

When you get the introduction to another potential partner, it is

important to go through the exact same process that you would go
through with another prospective partner from the contact step. The
difference in this case is that you have a direct case study of how you
helped the initial partner and how you are working well together.
This provides a great deal of initial trust and rapport, so the steps
you go through will be accelerated significantly.

The final point to make when it comes to meeting and multiplying

from the initial partner is a strategy that you can use to cement your-
self as an industry leader and have the opportunity to enhance your
partnerships astronomically. This is by running Partnership parties.

Partnership parties are your opportunity to be the connector be-
tween other industry authorities. Not only do you want to connect
others and be connected to others. If you can be the one that brings
all of these industry leaders together, then you give yourself auto-
matic credibility in the eyes of those leaders. This positions you to
be perceived as an authority within the industry as one of the ring-
masters rather than a performer.

This strategy gives you the opportunity to push forwards and insure
the longevity of your relationships, opens doors to new potential op-
portunities and significantly boosts your industry status and credi-

If you can bring people together and connect them it will cement
your position of authority within the group. This also helps to in-
crease the likelihood of those members wanting to become partners
with you and your business.
If you can get people together in the same room to talk about helping
each other move forwards then this will open the door to new con-
nections because anyone new that is brought along will have access
to new potential partners and this gives you the opportunity to have
a partnership frenzy.

Lastly, if you have the ability to affiliate yourself with other thought
leaders in the industry, then by the law of association you have the
ability to strengthen your positioning in the industry and the way
you are seen by your niche.

The way that you bring people together is very flexible but there are
a few unbreakable rules.

1. You need to choose a central location with an online catch up

for those who cannot attend.
2. You need to choose a style of location and presentation based
on the type of people the potential partners are.
3. You need to choose a duration that is long enough to facilitate
genuine discussions but not so long that it is burdensome to
potential attendees.
4. You need to hold your position as the leader of the group,
chair the meeting and be the one that contributes a ton of
large ideas about how you can make an industry impact to-

Ideas for events can be VIP days, a guest speaker that everyone can
listen to, doing a dinner, doing a 3 day fun retreat in a nice destina-
tion or a simple online video conference.

The end game is simply to be the connector and leader of the con-

If you can maximise your partnerships by providing amazing promo-

tional events that everyone loves, you can give consistently to your
partner and maximise the partnership for yourself, then you will
have the opportunity to squeeze everything that you can from each
partner and keep each party happy and thankful for your involve-

It is this step that will truly help you to grow your business.




Convert above 80% using the power of your
Sales is an area of business that most people shy away from. When people
think of selling, they usually think of a seedy car salesman with greasy hair
and an agenda to take peoples money. The reality is that sales is one of
the most powerful vehicles of change that we possess as human beings.
Some of the greatest sales people that I know include the likes of Mahatma
Ghandi, Martin Luther King, Mother Teresa and a long list of other amazing

Converting people into your course is just a step on the funnel of impact
that your coaching business has.In this chapter you are going to learn how
to use your heart and head to convert sales at above 80%.

When I first got started in business I did so by cold calling all day, every day
for months.
When I first started making cold calls I was converting people at around
1%, so that approximately 1 in every 100 people would take up my offer
and send over $500 for me to build them a website. After years of selling
myself and a bunch of products I was able to take my closing rate to over
90%, selling services of up to $30,000.

The big change that made this possible was a change to the way that I felt
about selling. When I first began selling, I hated it. I dreaded it and as a
result it was a real battle to get myself to sell. Now when I think of selling it
makes me happy, in fact I love selling. I love the opportunities it provides. I
love knowing exactly what is happening in the prospects head. I love being
able to chat with people and help them breakthrough to the best version of
themselves. I love everything about it.

You will be learning how to use the system that is going to ensure that you

get the same kind of conversion rates.

More importantly you will be learning how to love selling, how to make it
your best friend and how to make sure you dont shy away from making

To get the results that you need with selling there are 3 main areas that we
are going to focus on:

Model Firstly, we are going to cover the stages of the conversion process
that you need to follow in order to cover the most important elements of
the sales process. Most people struggle to adopt any sense of consistency
and it stops them from being able to relax when completing the sales call.
This makes it difficult to concentrate on the important aspects of the call
like helping someone strategically with their next steps or objection han-
dling. The salesperson is so frazzled because they dont know what they
are saying that they can never truly make an impact in the call. This has to

You are going to be learning the near-perfect system that we use to get
incredibly high closure rates on sales calls. You are going to be learning
whats truly important and how you can master each of the important el-
ements. Instead of worrying about what to say, you are going to develop a
consistent structure and be able to weave your magic to convert prospects
into sales at an incredibly high rate.

Mindset - The second aspect we are going to focus on when it comes to sell-
ing is the mindset that you adopt. Most people struggle with their ability
to convert due to the fact that they hate selling and think they suck at it.In
a lot of cases, this comes up most often in the closing section of the sales
call (when it counts). Many people have lost the sale before they have even
dialled the number because they are in the wrong frame of mind.

A change in mindset can improve your conversion rate by 5 times. We are

going to break down the intangible secrets behind big sales focussing
upon what you think and feel rather than the words you say. You are about
to learn how to make sales your biggest asset.

Materials - The complementary element we will be focusing on last are the

materials you can use to make your life easy. We will look at software that
will enhance your current processes and help you capitalise on opportuni-
ties in the most leveraged ways. Many people can feel overwhelmed when
it comes to sales and it stops them from taking action all together. They
become stuck, lose opportunities and therefore money.

In this section you will be learning how to get un-stuck and streamline your
sales process. You will have complete clarity on your sales pipeline and be
able to get the most out of your sales situation all the time.


I have studied sales training from the greatest sales trainers on Earth and
they all have similar structures with the way that you progress through a
sales call. When I used to cold call in my very first business, I always used
a script. Every single week I would tweak something in the script - add in a
new objection handling piece, come up with some new ways to word things
or change something around to make it better. The problem that I found
was that although I was getting the wording a percent stronger every few
times I tweaked something, I was missing something larger.

I was missing flow.

Fluency or flow made much greater a difference than any few tweaks
could make. Scripts can be powerful tools to begin to get a knack for the
gist of the sales call and to ensure that you include all the necessary ele-
ments to the sales process. In the long run however, I found that every call
was just as difficult as the one before. I felt like each time I had to manoeu-
vre things perfectly to get the outcome and the people listening to me were
not forming the rapport that I wanted.

To combat this I decided to create my own sales system. At the end of the
day there are only so many ways that you can use to influence someone to
do something.Our system was created to focus upon those elements that
we believe to be the most important for getting results in the simplest way

In this day and age you have the opportunity to build so much trust before
people even get on the phone with you and this is where the selling begins.
Before people get on the phone and speak with one of our team, they have
already gone through and consumed a ton of value from our website, email
list and other resources that we have linked for them. Too many coaches
get into a session with prospects and the status is all around the wrong
way - coaches meet their prospects on an equal level and it sways the way
the conversation goes. This is crazy.

What you need to do is to ensure that you have pre-session positioning

content in place. This content needs to be sent out after people apply for
the session as homework before they get on the call with you.
The pre-session content is always best to create in the form of a video or
multiple videos, this will give you the chance to build the greatest amount
of trust with your audience. In your video/s you want to make sure that
you cover the following points:

1. High Quality - You need to make sure that the content is super high qual-
ity. When we say quality we are talking more about the quality of your
content and less about the filming/branding etc. Make sure that you cover
topics that are really hot for your niche so that your session leads become
excited about it.
2. Personality - When you are creating the content, the more you put your
style into it the better. You want people to feel excited to get on a call with
you and get a chance to meet you. Putting your personal style into the con-
tent will also allow people to see that you arent just another coach and give
you the opportunity to stand out.
3. Relevance To Your Course - You should create pre-session positioning
content relevant to the content that is in your course.
Dating Coach Example - Your positioning content is called; 5 Hubby At-
traction Triggers. You should make those 5 triggers the same 5 topics you
cover in your course. This means that when they get on the phone with
you and hear how they are going to be learning those 5 content pieces in
greater detail, they will see even more value in it because they have been
pre-framed on its importance.
4. Cover Objections - The reality is that after doing sales calls to your niche
for a while you will begin to see the trends in which objections commonly
arise. Knowing which objections come up is extremely powerful because
then you can handle them before they come up. For example, if people talk
about not having enough time to work on their dating lives and you tell a
story in the content piece about how you always told yourself you never
had time and that was the very reason you didnt find your dream man,
then you will have disarmed the objection before it arises.
5. Sell The Session - Even if people are watching the pre-content videos,
there is still a chance that they wont attend the session. Its your goal to
make sure that there is a huge amount of value already built and that you
have opened conversational loops in the content that they want answers to
in the call. The best time to sell the session is right at the beginning of the
video that you create. The reason you want to sell the session at the start is
to make sure they are hooked before they decide to stop watching or if they
dont have time to finish watching before the session comes up.

If you can create an amazing positioning video and you can get every single
prospect to watch it before the session then they will be much warmer by
the time they hit the session. Your chance of closing will have increased
before the session has even started.


C-A-P-E System:
The following process is the system that we developed to help our clients
in the easiest possible way to grasp sales and make conversions. You will be
able to convert sales at about 80% with clients if you can utilise this system
with the proper mindset.

This system is built for you to be able to convert in one clean session with
clients. On top of this system we break the following 4 steps into a 2-step
sales process that takes clients through the same 4 steps, just over 2 ses-
sions instead of one. I highly recommend that you take note of all that you
are about to learn, because once you get this right your sales skills are go-
ing to explode.

Capture Attention (C):

The first step is the easiest. You simply need to start the conversation well.
The goal here is to make sure you fill the first 4 seconds and the first minute
with the very best version of you so that right from the start of the conver-
sation they feel your love and power. Statistics show that you only have
4 seconds for the prospect to create the impression of you that they will
often keep. 4 seconds.

If the first few seconds of the conversation are average then you will most

likely decrease your chances of maintaining control of the conversation
and therefore drop your conversion rate. The best way to begin the conver-
sation is to be over-excited to help the prospect out. To be very clear, your
goal at the start of the conversation is to be the LEADER in the conversa-

Step one is the shortest of the 4 and it should only go for about 60 seconds
or a couple of minutes maximum, however, its the most important to dic-
tating the tone of the encounter.

Transition 1 - State:

The purpose of state is to make your intentions for the conversation com-
pletely clear. You want to tell the prospect how the conversation is going to
work and make sure that they are aware of the sessions agenda. Things to
include in your statement:

1. Goal It is important to mention that you have one intention and that is
to help the lead as much as possible. Ask the prospect to raise questions,
queries or concerns at any time.
2. Discover - Mention that your goal for this call is to ask a bunch of ques-
tions and figure out whether or not you can help them. Tell them that if you
can help them then youll talk about moving forwards later in the session.
3. Go! - Mention that you only have limited time and you want them to get
the most out of it, So lets get you kicking some serious butt.

Ask Questions (A):

The reason that I believe selling is so easy is because you are essentially
just figuring out what advice to provide and then giving as much great ad-
vice as possible to help them go to the next level. As the name of this stage
suggests, now is the time to ask questions. The first thing you want to fig-
ure out is what your clients goals are - you want to figure out where they
plan to go. After you have figured out where they want to go, you want to
get clear on where they are now, what the starting point is.

Finally, you want to ask questions to figure out what is holding them back
from getting results. To find out what their roadblocks are, you need to
ask problem identifying questions. When you get a clear understanding of
their past, present and future, you have amazing clarity as a starting point
to understand how you can begin to help them out.

Your knowledge of the results they are striving towards and reality of their
current situation is going to be great leverage to use throughout the whole
call. You can consistently mention the fact that they arent getting results
because they are facing these particular problems, which shows the client
the importance of fixing each of the roadblocks. This is much more effective
than simply referring to a vague set of problems and issues that the client
has you are focussing upon specific roadblocks that you can provide spe-
cific solutions to.

To be able to truly help them out on the call, it is absolutely crucial that you
dig into the main roadblocks of problems that they have and figure out the
main things holding them back in their own mind. The problems are going
to be very useful on the call because your sole goal is to be a solutions per-
son and help solve all their problems. When you have a clear sense of what
their roadblocks are to getting results, then you can work through them
each one-by-one and help solve everything that was holding them back.

When you are going through step number 2 you have two main goals;

1. To get clarity
2. To create a change stage

We have already covered how you are going to get clarity with your target
niche, now its time to talk about what needs to be done to get your niche
into a change state.

Although on a core level people really want to change, most people dont
actually do so.

Why is that? Why dont people take action? Why dont people implement
things they know they should be taking action on?

The reason that people dont take action is because its more painful to
change than it is to stay the same.The reason that many people wait until
they hit absolute rock bottom until they change is because thats the place
where the pain is more intense than it would be to change.

If we think about this in relation to a sales call, the truth is that in order for
people to get results from your program they are going to have to change
what they are currently doing and undertake a great deal of action in the
right direction.Every time people are making a decision as to whether or
not they want to join your program they are weighing up the decision as to
whether or not they are ready to change.

Given that the main factor determining the decision of people joining your
program is how ready they are to change and their readiness to change is
based upon their level of pain, it becomes your job to make them see how
painful their situation really is. If you can show them the true pain of their
situation, then you will get them into a change state and they will be com-
mitted to making a change, taking action and completing your course.

The way that we create a change state is quite simple. Its by plugging into
the emotional area of the questions you ask. If you look at the diagram be-
low you have 2 main types of questions, you have logical questions where
you go wide and emotional where you go deep. What you want to do is start
by going wide and try to figure out the roadblocks that they have.When you
find the ones that are a problem area for the prospect, you want to start to
go deep and ask questions to find out more about the issues they have had.


Dating Coach Example:

Prospect - I have had huge issues with where to find a man

Dating Coach - Ok, why has that been an issue for you?
Prospect - It has meant that I am left dateless and forced to go to clubs and
find the complete wrong kinds of men.
Dating Coach - Ok, that sounds awful. What do you think will happen if you
continue to use those ways to find men moving forwards?
Prospect - Not much
Dating Coach - What toll do you think not finding a man will have on you
as an individual?
Prospect - WellIm going to feel crappy and I can see it impacting my work
and friendships.
Dating Coach - How do you mean?
Prospect - All of my friends are starting to get married or already have and
they start making new friends etc.

Dating Coach - How does that make you feel?
Prospect - Like crap, I need to change this.

You can see how its all focused on going deeper into the issue and really
making them focus on the fact that this is a serious issue for them. You want
to connect the goal of creating the change state with the goal of helping
them find clarity. Your goal for finding clarity in relation to the roadblocks
is to ask logical questions to ascertain what the problems are. You can then
create a change state by tapping into the emotions attached to those road-

You need to use both logic and emotion.

To summarise this section:

1. You want to first ask questions to figure out the results they are
striving towards and the reality of where they are right now.
2. After you do this you need to ask questions in order to discover the
main roadblocks that your lead is having that is stopping them
from seeing results.
3. Finally, to complement the clarity that you are achieving by ask-
ing those logical questions you simply want to go deeper and ask
more emotional questions to motivate the client to enter a change

If you can go through this, you have helped your client to understand what
their issues and their goals are. The client knows where they are right now
so the two of you can begin to strategise about the things that need to hap-
pen to make their goals a reality. Most importantly your client is ready to
change, your client is committed to listening and set up perfectly to take

Transition 2 - Summarise:

To successfully move from the Ask Questions stage to the Prescribe Solu-
tions stage, we need to summarise the understandings that were realised
in the initial stage.So many coaches follow a similar trend in a sales call that
tarnishes the chance of getting the sale.

Many coaches spend the call or session giving random advice about differ-
ent areas of personal development or general strategies relevant to their
niche. This can seem like a positive move because you are giving as much
as you can. Unfortunately, if you dont give your clients what they want,
they dont receive anything and if they dont receive the value, you arent
progressing the sales call.
Have you ever been in a conversation with a loved one or a friend who is
talking about a passion of theirs which you dont really have an interest
in? Even though you are trying to pay attention, your focus keeps waning
because you simply dont have an interest. This is exactly what happens if
you dont give the prospect the advice that actually want.

In order to deliver the best possible advice and value to the potential client,
you have to make sure that you are going to focus your attention on the
roadblocks that are actually holding them back. When you get to the end
of the Ask questions, it is important to summarise the results they want,
the reality of where they are now and the roadblocks that are holding
them back. The most important understanding for the next section is the
roadblocks element.

After you have summarised the main roadblocks its important to make
sure that you ask them whether or not they are the major roadblocks
holding them back from achieving their results. Making sure that you have
summarised the clarity of the potential clients situation is absolutely par-
amount to closing the sale.

Prescribe Solutions (P):

The key to winning in business is to give more than anyone else.

When I was getting started in business I was conditioned to believe that

business was a tough game and very few people survived. I used to believe
that it was a tough grind to make it through and that a lot of luck was in-
volved in creating a successful enterprise. This used to put me in a negative
state, where I was forced to summon so much drive and motivation just to
get through the day.

When I finally came to the realisation that your ability to succeed in busi-
ness came down to how much you were willing to give, it instantly changed
the game for me. I love giving, I love sharing and I love helping people, so for
me it was an instant paradigm shift and really boosted my morale around
success and what was required to make the business profitable.

This stage of the sales process, Prescribing Solutions, is all about giving.

If you nail this section, you will position the prospect to see you as a credi-
ble expert who has everything they need to help them to completely trans-
form their life. If you can get that outcome then you will convert the sale
every time.

When we went through stage 2 of the sales process we found the major
roadblocks that were holding our prospects back from succeeding in this
particular area of their life, as far as they understood (this is their percep-
tion of the roadblocks, not necessarily the actual roadblocks).

As you can see in the diagram below, our goal for prescribe is to cover all
the roadblocks and give our lead all the reasons why they are hitting those
roadblocks and what they need to do to change. The importance of getting
the right problems to solve is why the summary is so important in the
transition between Ask Questions and Prescribe Solutions. You are about
to learn the system that will cleanly help your prospect see you as the lead-
er and desperately want you to help them achieve the outcome.

Now that you have clarity on the main 3-5 problems that your potential cli-
ent is facing you can help solve each of those issues, one-by-one. There is a
bulletproof system that you will be learning that will help you master your
ability to give clear solutions. After you have summarised all the problems
with the transition you are going to go straight into prescribing solutions
for your prospects problems. You are going to solve the problem behind
every main roadblock using what we call the Prescription Pyramid.

The Prescription Pyramid:

Step 1 - Problem or Real Problem

To reiterate the sole goal of the prescribe stage of the sales process, it is to
allow your prospect to see you as the credible expert and the person who

has all the solutions to help them achieve their goals. As you can see with
the diagram above, you will provide a solution to each of the major prob-
lems/roadblocks that your client has.

When you went through the Ask Questions phase, your goal wasnt to an-
swer the questions, it was simply to get clarity on the situation that the
potential client believes themselves to be in. There is no point telling them
all the problems that you think they have, the only outcome you will get is
breaking rapport. You have to be smart about the way that you communi-
cate. The following structure gives you the opportunity to communicate
powerful understandings in a way that your potential client will be able to
take on board.

The first step is to mention what the perceived problem and the real prob-
lems are. If you can allow your prospect to see that the real problem is dif-
ferent to the problem they initially thought was there, then they will look at
you as even more of an authority because you knew things that they hadnt
even considered.

Dating Coaching Example:

Problem > Dont know where to find a man

Real Problem > Lack of belief that they can attract a man

Having gone through this first step you have created a firm understanding
of what the problem is so that we can move forward in understanding and
solving the problem.

Step 2 - Reason

After you have mentioned what the real problem is, its now your chance to
give some context behind the reason that it is a roadblock. Many coaches
fail to give reasoning behind advice and kill all chances of allowing that
advice to have impact.

There are 2 main ways that you are going to give reasons:

1. Why It Is A Problem - When you talk about why its a problem you are
giving reasoning to why it actually needs to change. This is about reigniting
some of the pain and failures that will results from having this problem.
2. Why The Problem Exists - After getting clear on the negative impact that
this roadblock is having in their life, you have to explain to your client why
they have this problem. What they have done wrong that caused this road-
block to arise. Getting clear on the mistakes and errors with the prospect
will help them to understand why they are in this difficult situation.

Now that you have given proper context to the problem that they were fac-
ing, they are clear on how they got to that problem and the negative impact
that its having.
From here we can start to solve the problem.

Step 3 - Solution

It is vital that you have a clear understanding of the boundaries between

solving the problem and telling them the solution. In this case we are going
to be talking to your client about what the solution is to their problem, but
we arent actually going to be going too much into the how to solve the
problem. We will be focusing on what has to change to stop the problem.
This is your chance to educate your audience on the solution they have
been waiting for. In order to do this section well you want to cover the fol-
lowing points:

1. Great value - You have to make sure that the advice that you are giving is
absolutely correct and in alignment with what you teach in your program.
2. Well taught - You need to use great stories and metaphors to get the mes-
sage across in the most effective way.
3. Absolute Certainty - You have to deliver the message with absolute cer-
tainty. When the prospect is listening to you talk about the solution, they
want to be listening to your certainty knowing that what you are saying is
100% correct.

Now that you have taught the answer that they have been waiting for, you
need to cement to them that the strategies work. You need to give them
certainty in their ability to get results if they implement your teachings.

Step 4 - Reason

Like step 2, the reasons relating to the solution also have 2 major pur-
poses. The goal of this is to cement the validity and understanding of the
solution that you put forwards to your prospect.

1. Why The Solution Rocks - When you are talking about the positivity of
the solution, you are simply talking about the benefits that will come from
using the solution that you provided.
2. Why The Solution Works - After you have gotten clear on the positive im-
pact that the solution you are offering will have on their life, its important
to give reasons as to why the solution actually works. When you do this,
you will be giving the prospect faith and understanding of the power of the

When you are extremely positive, you help your prospect super excited
about the fact that they are learning how they can completely change their
current reality. This positivity not only helps your sales, but also makes the
solution all the more effective. By properly suggesting the ways to solve
their problems you put yourself forwards as a leader in the best possible

At this point, they are looking at you like a true authority; as someone who
can help them change; as the person with the answers.

Step 5 - Proof

The last and most important element to the prescription pyramid is proof.

The reason that this is important is because it gives your prospect tangible
evidence of the power of your solution. By going through the first 4 steps
you have stated an incredibly logical argument that will have your prospect
looking at you in all the right ways.In order to shake the small amount of
natural scepticism that may arise at this point, cold-hard evidence is what
you need. The way that you do this is simple use a case study.

Mention an example of someone, preferably a client, who was having the

same problem that this prospect is having. You explain that this client took
the same solution on board and now has a remarkably better outcome.

Dating Coaching Example:

Problem - Lacking Confidence

Solution - Clarity Of Goals for the Future

Proof - Case study of a lady called Wendy who was also lacking confidence
and couldnt attract a man. She was struggling to find someone and was
giving up hope. When she became a client she went through our process on
clarity of future and although the activity saw some resistance. When she
finally got clarity on what she wanted to do, her confidence shot through
the roof. She was pursuing her new future so strongly, that within 3 months
she found the man of her dreams and she is now engaged.

If you can use proof of a client who has done your program and used this
specific solution to get amazing results, then you will not only provide evi-
dence of the power of the strategy, you will also have amazing trust built in
your course and the results that you get your clients.

If you can successfully prescribe solutions to all the major problems that
the prospect is having and back your advice up with great understanding
and proof, then you will position yourself in such a position of trust and
strength. In addition, this will all happen whilst concentrating purely on
helping the person get the clarity they need to change their life regardless
of whether they invest in your program.

Transition 3 - So

The next transition is where most mistakes are made in losing the sale.
One thing you should assume in the sales call is that the person who you
are speaking to does not want to be sold to. For this reason its absolutely
crucial that you lead to the close in the smoothest possible way.

The problem that coaches usually face is that although they are incredible
at providing phenomenal value on the sales call and amazing at given peo-
ple the breakthroughs they need in their business, they struggle to transi-
tion to the close. Just before they start to talk about signing up a client, the
energy drops and a weird vibe emerges. The energy drop might see the
tonality slow down, the tonality speed up or by shaking in your voice.
The prospect notices the shift and attributes it to a problem or lack of qual-
ity with the program. The bottom line is that the way that you feel will
directly influence the way that they feel and if you feel uncertain about sell-
ing the product then the client will feel uncertain about buying it.

To avoid that degradation in energy you simply have to switch the lead-in
to the close from you suggesting it, to having them suggest it. Instead of you
asking them if you can talk about the close, you get them to suggest talking
about the close. This particular line was adopted by a close friend of mine
Taki Moore, who created the question and it is pure genius.

So[INSERT SUMMARY]where do you think we should go from here?

By asking them where they think you should go from here, (given that you
nailed the first 3 stages) they will 100% want to find out more about how
they could work with you further. If they dont respond by asking about
your course, it simply means that you havent provided enough value yet,
so you simply need to loop back around and re-summarise how you are go-
ing to help them achieve their goals and then ask the exact same question
again; sowhere do you think we should go from here?

When they respond asking about your course then you can go into the final
stage of the closing process with absolute confidence.

Empower Action (E):

In this stage you will learn how to perfectly run through the closing process
with a new client. We and our clients use this exact strategy to smoothly
and easily close all closable clients. You see, at the point in the conversa-
tion where the stakes are the highest and nerves are a factor, its absolutely
crucial to have a process that you can rely on that allows you to act as the
best version of yourself.

I always used to look at closing the sale as a really difficult part of the sales
process I had a negative association with closing because of how much
I dreaded the feeling that I could potentially lose the sale. However, if you
pay particular attention to the wording of the stage in the process, Empow-
er Action, you will see that it is framed as a completely positive element.

This is the truth.

Closing a sale is having a positive impact.

The following system will guide you step-by-step on how to maximise the
close. Right after someone has asked you the question about your program
and its inclusions, you want to cover the following steps in the following or-
der. The essence of this process is that you want to start off with the big pic-
ture and then get more and more specific as you lead to the confirmation.

The Closing Cone:

Step 1 - The Promise:

To begin, you will focus on the end results that you want people to achieve
as being a part of the program.

This is the promise, the same promise that you created when you went
through the process of creating your niche launch pad - the big and tan-
gible outcome that you want people to achieve as a result of being a part
of the program. This gives you an opportunity to sell the prospects on the
outcome that your program will provide them and create urgency and ex-
citement towards that result.

At this stage you can stress the importance that you place on results with
your clients. The truth of your new coaching business is that you have an
edge on the competition based on your ability and dedication to providing
results for your clients. Mention that if we accept you into the program we
will have one goal and one goal only - to ensure that you achieve the result
for yourself.

Fitness Coach Example:

You will achieve your dream body by achieving a body fat percentage of

Step 2 - Business DNA

After you have solidified your goal to provide the clients with results, you
can put some real structure and ammunition behind your statement of in-
tent by talking the client through your Business DNA.

Your business DNA will be covered in more detail in the next chapter, Per-
form, however, it is the set of pillars that you take your clients through to
get them results. You wont always take your clients through ALL of your
businesss pillars in your keystone product, you will take them through
whatever pillars are necessary to get them the promise that you have for
the program. When you go through each of the pillars in your business
DNA, you have the opportunity to explain all the amazing strategies that
you will take them through in your course, this is essentially the content
phase of your program.

When you go through each pillar, it is important to tell your prospect about
what they can expect to achieve within that section.

To elaborate on it further you have to cover 2 main sections:

1. The transformation
2. The elaboration

The transformation talks your prospect through where they can expect to

get to with each content section.

Below is an example of how each pillar could display the transformation

they can expect to receive.

Transform - From Low-esteem to bulletproof

Set - From choosing to Settle to Dream partner
Find - From Limited to Limitless
Keep - From Fling to partner

The elaboration is talking about the specific hot topics that you go through
in each section. So after you have gone through the transformation for that
particular pillar then you will elaborate on a few key outcomes they can
expect to achieve and content that will be covered.

Step 3 - Inclusions:

When you go through the inclusions, you are going to be talking your cli-
ents through all the logistics of the program. How you deliver content, what
is included and all the features and benefits of the program. This is starting
to get into the finer details of the program and is needed to really solidify
and justify the investment in the program. You will talk them through how
it all works and what they get.

It is crucial at this point to bring them back to the big picture for a brief
moment, so that they dont get caught up in the details, we see this happen
all too often. An overwhelming amount of detail can put potential clients
off instead of focussing upon the outcome that they want to achieve. Having
said that, some people really need to see every specific detail before they
make a buying decision, so this allows those prospective buyers to have
their needs met.

Step 4 - Close:

The close is the most crucial part of the sales process. This is where you
remind them of the cost of the program and actually get a commitment to
the program. This is what separates those who are good at sales from those
who are great.

Many people freak out at this point and lose the sale. They have put in all
this work to get the prospect to the point where they are seconds away
from having their life changed forever and then they kill the sale. This is the
point that requires you to step up more than any other.

There are 3 main aspects to the close:

1. The money
2. The process
3. The re-frame

When it comes to mentioning the cost of the program, you should have
already seeded the cost, so at this point you will be reminding them of the
cost of the course, not announcing the cost of the course. If they ask what
the price of the program is, you should respond with, like I mentioned, its
only [INSERT PRICE] and the reason that we have it so cheaply is because
[INSERT REASON] and then move on. Its very important to skim over the
price as if its no big deal and its cheap as hell.

When you are closing someone, the tonality, energy and vibe that you put
across to the prospect has a huge impact on your ability to close. To make

sure that the vibe stays consistent you want to be very prepared and cer-
tain about what the process is for the client moving forwards so that the
language is consistent and smooth throughout the closing step.

After you have mentioned the price, you need to pre-frame that you dont
accept everyone into the program, however, the process moving forwards
if you were to answer the final questions properly would be as follows
In our session today we would:
- get the admin details sorted;
- then we would book in a time as soon as possible for our first session
- then within the next hour or so you will receive your log in details for the
membership and
- start digging straight into the homework for our next session
- we would then add you to the Facebook group so that you can meet the
rest of the people in the program and start networking with your new fam-
- I will start to strategise on exactly what you need to do to hit your goal of
[INSERT GOAL] as soon as possible.

After you have mentioned what the process entails, then it dissipates any
uncertainty about the program and gets them excited about the potential
of whats to come.

The Reframe
The re-frame is your ability to ensure that you get the right people in your
program and increase your closing rate of the people who ARE right for the

The problem that most coaches have with clients is that they often get the
wrong coaching clients on board and they can be very destructive to the
rest of the family thats in your program. It is very important to get the right
calibre of people in the program - people that fit the culture, those that will
do the work and most importantly people who come from cause, as op-
posed to effect in life. Most of you will know the difference between cause
and effect. If you come from Cause in your life, you take full responsible for
every single thing that happens in your entire life. If you come from Effect
you detach from responsibility and cast the blame of your outcomes in life
onto other external forces.

Every single day I see the same problem come up with coaches and their
businesses, they dont take enough pride in their standards for the clientele
in their programs. Because they are so desperate for money in the busi-
ness, they accept everyone into the business and that desperation not only
ends up seeing the wrong clients enter the business, it also often casts the
responsibility of results in the program on the coach not the client.

You see, if you come from cause in life then you take full responsibility for
your results and outcomes. If your clients come from cause then they wont
expect the results to magically appear with no work and will be 100% com-
mitted to work hard and implement the strategies and get their own re-
sults in their businesses.

The re-frame is a game changing way to introduce the sale in a way that
protects the integrity of your brand and your clients and allows DOUBLE
your conversion rate by empowering them to join the program, rather than
forcing them to join the program.

The re-frame works in the following 2 steps:

1. Assuming the value

2. Qualification Close

At this point you have assumed the money that the money is not an issue,
you have gone through the process that would work if they were to join the
Now its time to pull the trigger.

The first thing that you need to do is talk as obviously and confidently as
you possibly can about how much of a no brainer the value of the program
would be for the prospect.

Fitness coach example:

Lets be honest here, we both know without a shadow of a doubt that if
you were to join the program and apply it to the fullest that you would
achieve the body of your dreams. Virtually everyone that does, gets the re-
sults and weve worked with tons of people in your exact situation.

Every single time we run a seminar on sales or teach sales to our clients, at
least 50% of the coaches will be doing the opposite to the step that I just
mentioned. As opposed to assuming the value, they are desperately trying
to shove the value in the prospects face. This is a problem for a few reasons.
Firstly, its not actually how you feel about your program its just a nervous
reaction.Secondly, it completely devalues what you are offering. If you are
trying too hard it makes the potential client adopt a feeling of uncertainty
in the quality of the program. When you get this right though and properly
assume the value, then the clients has 100% faith in the program and your
only issue now (if anything) is overcoming some last minute resistance.
The second and most important aspect of the re-frame, after you have as-
sumed the value is to close by qualifying the prospect. The way that you do
this is by asking them about their dedication as a way to ensure that they
are going to implement the program.

Like I touched on above, many people want to enter a coaching program

without actually becoming the best version of themselves. If they cant step
up then they wont achieve the results.

Fitness coach example:

The only thing that I need to know from you is whether or not you are will-
ing to step up. The reality is that for the last 20 years you have lived your
life in a particular way and the only way you are going to see results is by
going to the next level. Results arent going to change unless you are dedi-
cated to changing yourself and its so important that we only bring people
into the family that are 1 million percent committed to changing, because
I can tell you right now, if you are expecting results to show by themselves,
then you are in the wrong course. So my question to you is are you willing
to step up? Yes or no?

There is no one way to express the example I gave above. In fact I just made
it up on the spot without even tweaking it, to prove a point that this cant
be messed up. Its the attitude behind the question that matters and this
will show through your tonality. As the coach and leader of your program,
responsible for the results that people achieve, it is crucial that you are
completely committed to getting people in the program that are willing to
change and forcing them to step up. If you have this attitude then you will
close everyone that deserves to be closed.

When you ask the question and they reply with yes, then you simply need
to follow through and get them started.

Fitness coach example:

Awesome, you seem super genuine and committed which not everyone is
and therefore, not everyone joins the program, so that really excites me.
Lets get you started You know the process like I mentioned earlier, Ill
just grab the admin details and then well book in the first session and give
you access to everything. So what is your best email

Congratulations - you have just won the sale.


Objection Handling:
The Re-frame is awesome and if you have dedicated yourself to be on the
call to help them as much as you can and you have implemented all the 4
elements in C-A-P-E then you will close an incredibly high number of sales.

What happens if they say no though? I hear you murmur.

If you dont have the re-frame smoothly to take you to the close, then you
simply need to use the following 3-step process that you can continue to
circle through until you DO get the sale.

The reality is that no-one will ever say no, however, that doesnt mean
that they will say yes either. The reality is that people dont want to say
that they arent committed or arent willing to step up, especially after they
have been so honest and deep about how much this issue is affecting their
life right now. So, as opposed to saying no they will simply bring up an
objection. To overcome this objection just use the following steps.

The Objection Looper:


Step 1 - Loop out:

The first thing you need to understand is that at this point, the only thing
that is holding prospects back from buying into your program is fear. It
doesnt matter what they say, the only thing that is holding them back is

The good news is that you have an opportunity to give them a breakthrough
that will change their life forever, before they have even started the pro-
gram. The opportunity for a breakthrough comes up because the fear that
is stopping them from joining the program is the exact same fear that has
stopped them solving their problem their whole life.

By stopping at this point (which 99% of coaches would do) you are giving
up on them and again, another coach has failed to help them move for-
wards in this area. They are waiting for someone strong enough to step up
and help them overcome this sticking point, breakthrough this fear and
finally have the courage to succeed in this area of their life.

When you loop out, you have to make sure that you step up yourself and
that you tell them the truth. Everything in your mind will be telling you
that you should just agree with what they are saying, agree with their false
objection, however, you need to step up and have the guts to tell them the
truth. When you are calling them out on their false excuse, it is really im-
portant that you come from a place of love. The client needs to feel that you
care about them so much that you arent prepared to let them go. At the end
of the day this entire process is going to be a loop between love/authentic-
ity and power/authority.


To encompass those 2 factors in a script, the loop out should sounds as


Fitness coach example:

I hear what you are saying, I really do. However, to be

completely honest Im calling bull...
You have to understand that I care about you and your
vision so much, I really do, so much so that Im not pre-
pared to listen to you come up against the same road-
block that you have been facing for years and do nothing
about it.

Making a decision to step up has nothing to do with this

program and everything to do with you holding back.
Right now I know you are feeling an immense amount
of fear, however, its that same fear that you have let stop
you, the same fear that has kept you from committing
100% to the gym, to eating healthy, to achieving the body
of your dreams. We both know that if this doesnt change
NOW and you dont tackle this fear that continues to hold
you back, that it wont only be you that suffers, it will be
everyone around you that is looking up to you as a role
model, your kids and family and your friends.

You will remain right here, being disappointed in your-

self, being frustrated with the way you look and at the
end of the day, hating the way you feel. Im not prepared
to let that happen, I know you can get results, but, I want
you to prove to me that now is the time that you are going
to change.

At the end of the day, Im only going to accept you into

this program if you make the decision to step up and
overcome that fear now. That you make a decision to step
up and commit 100% and be totally honest with yourself.

You deserve the opportunity, however, nothing will

change if you dont make a decision to step up and own
what you deserve.

You can tell by the passion that was put with the words above that you
wont be able to deliver the first phase of this objection handling process if
you yourself arent 100% committed.

It is very important that you continue to thread through the words of Im

not prepared to let that happen, I care about you, you deserve this be-
cause showing your authenticity is crucial to allow the prospect to be open
to hearing the words of authority.

In addition to showing your love and compassion, it is very important that

you include phrases like; We both know that if you dont make the deci-
sion to change, you never will, Other people may have bought into your
stories, but I know the truth, Nothing will change if you dont choose to
step up and tackle your fears.

You also want to ensure that you remind them of all the reasons that they
have to step up, that they need to have the courage to access the best ver-
sion of themselves. The example above is merely another off the cuff piece
of commentary that would be effective at satisfying the first phase of the
objection handling process. The most important thing is that you realise
that you cant stuff this up, there are no specific words that can diminish
your chance of closing.

Intent, passion and commitment are the qualities that will determine your
ability to convey the truth in the most authentic and authoritative fashion.
Just make sure that when you are calling them out on the truth of their
fears that you continue to realise that this has nothing to do with you clos-
ing them in the program, its purely to give them the breakthrough they
need to step up and make a decision to embrace the fear that has held them

back for so long.

Step 2 - Ammunition:

Once you have taken that leap of faith to keep the conversation 100% hon-
est, then you can quickly and easily disarm their objection. To overcome
their objection entirely, you have to talk about a reason why their objection
is ridiculous and then relate it back to them being committed. For example,
if the initial objection was about money, then you need to talk about how
easy it would be to afford the program and then link it back to the fact that
if they were committed this wouldnt be a problem at all.

Fitness coach example:

We both know that the idea that money is the issue here
is ridiculous. Lets be honest, everyone has the money if
they are committed.
If you are committed, you find the money. For example,
once we had this young guy who wanted to do our pro-
gram, really wanted to get the results, but he had just left
high-school and had absolutely no savings. We told him
that he had to find the money or else he couldnt join the
program, because this is a great test of commitment and
he responded saying that he was 100% in.
The next morning, this young guy, who had caught the
train for an hour to get to the studio rocked up the office
with his skateboard and gave us the full money in cash
and confidently rubbed it in our face that he told us that
he would find the cash.
He had actually borrowed it from a family member. So
from that point it really proved the idea that the most
important thing is commitment, because the BEST VER-
SION of you can make anything happen and thats who
Im interesting in talking to and helping bring out.

Once you disarm the objection you really need to reiterate the point that
commitment is what is truly important and that anything is possible with
the best version of them.

Step 3 - Loop In:

Now that you have put in the hard yards to show the client that you have
what it takes to transform them, that you arent another semi-committed
coach, that you are a leader, that you will get them to their results no matter
what, you can head back in for the re-frame again. You have to reintroduce
the fact that you know that they will get results if they are willing to step
up, talk about all the amazing results you want them to receive (based on
the goals they mentioned earlier in the sales conversation) and then to put
that question forwards to them again.

Fitness coach example:

So again, it comes back to the idea of committing 100%;

to overcoming that fear that you cant make this happen;
that you dont have what it takes.

I know that you could do amazing things because I see

that amazing potential in you and I can see you 12 weeks
down the track with that amazing body youve always
wanted, being that amazing leader and role model you
were born to be, but, none of this is going to be possible
and we cant help you unless you make that commitment
to step up.

So again, are you willing to step up to that amazing best

version of yourself, are you willing to go to that next ver-
sion of yourself and get the transformation you deserve
to get? Yes or no?

If you flinch for a second in this process, the weaker version of the client,
the one who is scared to move forwards, the one who wants to sabotage the
potential results because they are afraid to change will prosper. However, if
you commit 99% to this objection handling process, your sales conversion
will DOUBLE and if you commit to it 100% you will close every single qual-
ified lead that needs your help. You literally wont let a single person go and
you will change everyones life that you were put here to change.

Conversion Hacks:
The C-A-P-E Process is going to give you a framework that you can rely on
to cover all the elements you need to effectively close a sale. I suggest that
you practice this framework and get a knack for going through each of the
4-stages to make sure that you cover all of the important aspects to sales.

After you have mastered the basics, there are a bunch of hacks that will
take your conversion rate to better than 80% if you can implement these
strategies correctly. These kickers are a bonus that you can feed through-
out any stage of the process to enhance trust, authority and authenticity
with the prospect.

1. Seeding - Seeding, future pacing and assuming the sale are all similar
strategies that have the intention to show the prospect that you believe
they will become a client and get them comfortable and excited about the
idea. There are many ways that this can be incorporated what is im-
portant is that you are 100% committed to the process and mention the
seeding points with total confidence. A really easy way to incorporate this
strategy is to add it whenever the prospect talks about something negative
in the past or present. You can always add the fact that its not going to be
negative in the future and assure them that you will get them past their

Broad Example:

Dont worry about that, in [insert name of program] we

will cover that and youll easily overcome that and be-
come a master of it. So many people hit the same issue
and then overcome it, just imagine how good it will feel to
[insert perfect outcome] and [elaborate on the benefits of
the outcome].

In the above example you have subtly spoken about the fact that you have
the details of the solution they need in the program. This could be incor-
porated in Ask Questions or Prescribe Solutions section when they are
talking about a problem or you are talking about the solution they need for
a particular problem. When you use seeding it allows the client to become
familiar with the idea of being in the program and also gets them excited
about the fact that the program has the answers they need.

2. Trust Enhancers - Trust enhancers have one purpose and that is for your
prospect to look at you more and more favourably and as more of an au-

If you can subtly improve the way the client looks at you, all the advice
you are giving has more power and therefore you have a higher chance
of the client wanting to pay you to get them the results they want. Trust
enhancers will be different for every individual - you want to use the el-
ements which have the highest leverage and credibility to mention to the
client. The other consideration with trust enhancers is that you dont want
to be too obvious with these. You want them to be subtly mentioned, often
like an afterthought or as a relevant addition to the conversation.

Examples of Trust Enhancers:

- Media appeared in
- Awards won
- Clients worked with
- Social media following
- Size of team
- Examples of work
- Vision

3. Case Studies - We mention that you use case studies specifically at the
end of the Prescribe Solutions section, however you can use these at any
time. The reality is that all pieces of trust are used to help the prospect be
able to gain enough proof that you are the real deal. Case studies or testi-
monials are proof in the purest form.

Have you ever noticed how much easier it is to get work done in an organ-
isation compared with your own business? For some reason you are now
working within your own passionate organisation and all of a sudden you
get less done? How is this possible?

When you work in your own business, you are the only one getting your
tasks done and for that reason you feel you have a choice as to whether
you do the work on not. When you work in an organisation, in a team or at
school, you work hard to finish things because EVERYONE is working hard.

With every case study that you use, there is an added element of trust and
the prospect begins to feel like it is more and more possible to achieve the
results they want. The perception grows stronger and stronger with num-
bers and because everyone you talk about is succeeding in a huge way they
feel like they can, too.

It is absolutely crucial that you start to think about all the case studies you
can refer to and just continue to mention example after example of happy
clients within your niche who have achieved the desired outcome. This is
definitely one of the biggest sales conversion hacks.

4. Take-Aways Take-aways are kind of like re-frames - they help to bring

scarcity to the clients decision making process. A take-away is when you
take away the certainty of the ability for them to claim a spot as a client
of yours. We want the prospect to desperately desire to be a part of your
program, rather than simply consider whether or not they want to be a part
of it.

If you have ever had a pet dog, you will most likely have experienced the
fact that dogs have a massive feeling of FOMO (fear of missing out), espe-
cially with food. I find it hilarious that a dog can constantly have their dog
bowl full of dry food, like hundreds of small biscuits and then suddenly
when you pick up a single biscuit and show it to the dog, the dog goes crazy
and has to get that biscuit, even though they have hundreds of biscuits in
their bowl. It is the same with their toys. If one dog is just chilling and then
another dog picks up a dog toy that the other dog had no interest in a few
seconds ago, then the first dog suddenly needs that toy and theyll fight and
tug-of-war over it.

The moral of the story is that people always want what they cant have.
People are so much more likely to try to stop someone from stealing 1 mil-
lion dollars compared with just trying to make 1 million dollars in the first
place. When we are on a sales call with someone, we need to make them
realise that they cant just join the program. To do that, you need to make
it clear that you dont just accept every person into the program, there is
an application process. The client has to be the right fit before they would
even be considered to join the program. So if you say that you are excited
to have them in the program, follow it up by saying, That is if you end up
being the right fit, there is still a bunch of questions that I need to ask you
before well know whether or not youll be able to join.

If you can constantly take away the certainty of their spot in the program
then they will be WAY less likely to want to think about it when you get to
the end. The re-frame close also helps a lot and is a great example of a take

5. Pre-Objection Handling Stories - This strategy is extremely effective when

your niche throw out a similar objection every single time. Although 95%
of objections are total nonsense and simply a way to cover up the pros-
pects nervousness, sometimes there will be an objection that is partly rel-
evant. We need to take care of this objection before we get to the closing
section of the sales process. Only take on board this strategy if you arent
closing because you are getting stuck on the same objection.

One of your clients will have experienced the same objection and managed
to overcome it to get the results that they were after. Your job is to mention
this situation and laugh it off in relation to the potential objection as a frag-
ile excuse that people have given in the past and then give examples. People
want to maintain face as much as possible and if they were to bring up that
objection after you had both laughed at how outrageous and silly it is, then
they would come across in the worst possible way so they avoid doing it.

You are essentially disarming the prospect before they even have a chance
to mention the objection. The best way to bring up the objection handling
story is whilst you are stating that commitment is the most important el-
ement to success. You can mention this at any time and any stage. A great
logical place to mention it would be in the Prescribe Solutions section of
the sales process.

Fitness coach example:

So thats how you overcome it (the problem that you just solved for them),
but to be 100% honest as we both know its all about commitment. Some-
ones ability to get results really comes from how they apply it. I know it
sounds ridiculous and I know youd never do this, but, we literally have
people who are lacking commitment so much that they arent willing to
invest like $14/day to achieve the body of their dreams.

Once in the same intake we had 2 people who really wanted the result,
they were both just so opposite that it proves an interesting point. One
guys name was Rob and he was a successful lawyer who had put on a ton
of weight working long hours, not exercising and eating terribly and the
other guys name was Timmy and he was a younger guy who was a broke
Uni student.

When it came to investing in our program you wouldnt believe what hap-
pens and this rarely comes up, but, Rob said that our services were too ex-
pensive and we were in shock because we price our services at an amount
that has the perfect balance between being cheap enough that they are af-
fordable and also being enough premium enough that people really need
to commit to do it and not just lose interest like a gym membership, but, he
literally wasnt willing to invest a drop in the ocean of the earnings that he
was making, so that was an instant no deal for us, because do you think he
valued his fitness and health? No, not at all.

On the other hand, we had Timmy, who had been overweight for a while
now and it was impacting his life hugely, stopping him from having confi-
dence in himself, stopping him from really having a crack in life. Now Tim-
my was essentially broke like I mentioned, but, when we spoke about price
he didnt even flinch, even know he didnt have the cashflow to do it. He
simply said, Ill just pick up another shift 1 night a week at Coles - he just
worked at the supermarket. He was just so committed and ready to change.
So do you think Timmy was committed? Hell yeah he was! Do you think he
got great results? He lost 30 kilos in 30 weeks and he is still one of our most
committed clients to date!

This is just a story that I made up on the spot, however, you need to look
into your past experiences and try to find material that you can use of cli-
ents or other examples that have overcome that specific objection. If there
really is an issue with a particular objection, having a powerful story that is
brought up before the issue, is the best way to handle it.

6. Pre-framing Price - A huge mistake that we see coaches make on sales

calls is saving up all the suspense and angst associated with the buying
decision right for the big reveal in the close. The problem with this is that
it puts so much pressure on the price point that it gives prospects the op-
portunity to lose focus on moving forwards and get overwhelmed with the
finances involved. If we can casually mention the price point multiple times
throughout the conversation then it will allow them to spread out their
anxiety and concentrate on the return on investment that they will receive
from the program. This also allows the prospect to become accustomed to
the price, normalising the idea for them before actually asking for a com-

Similarly to the pre-objection handling storys entry, the best time to talk
about the price point, is by making bringing up the fact that commitment
will create results. This gives you the opportunity to talk about the reason
that you are a premium program is to make sure that the people you get in
the program are fully committed. If you can mention to them that you use
the price point as a qualification process to work with people who care
enough about the outcome, then its a soft way to introduce the seeding of
the price point.

7. Tonality - Tonality is something that Jordan Belfort (The Wolf Of Wall

Street) talks about religiously that can create a huge impact to your con-
version rate. I believe that the tone that you use when selling is simply an
extension of your level of certainty. Instead of going into a great of detail on
the 12 types of tonality, I want to keep this short and sweet.

If you can get yourself into a state of certainty, commit to the sales session
100% and be consciously aware of your tone before and during the call,
then your tonality will be amazing. To reiterate, your tonality is extremely
important in regards to the messages you are conveying and impact they
have on your prospect during the sales call, so its crucial that you commu-
nicate them to the fullest extent.

All these Conversation Hacks are amazing tools to use throughout the sales
call to help influence your prospect to have a greater chance of becoming
a client and getting their life changed. Its important not to overcomplicate
things at the start of your journey to increasing your sales abilities. You

should focus on one thing at a time and for you that will be understanding
and using the 4 stages of CAPE.

Once you are comfortable with the sales process and you want to boost
your sales conversion, then plan out how you intend to use each of the
hacks throughout the sales process. Next time you make a call, plan which
hacks you want to use and write them out on a piece of paper, so that you
can cross them off as you go through the call. This way you will make sure
that you execute them all. Practice makes perfect and these will all become
second nature for you after you have been consciously implementing them
for a few months.


Salesmanship is limitless. Our very living is selling. We are all salespeople. -
James Cash Penney

When it comes to selling anything in life, the best salespeople are the ones
who believe in what they do to the strongest possible degree. The cool
thing about sales is that it is 90% dependent upon your confidence, which
means that in order to improve your sales conversion you have to improve
your personal conviction.

If you have ever had a conversation with a group of friends and no one is
listening to your point of view, it simply means that you didnt sell it well

If you ever had a job interview and got the job, it means that you were the
better salesperson on the day.

The big distinction that I want you to adopt with your view of sales, is that:
when you are selling, 80% of the sale is based on the intangible things.
These are the things that make the big difference. The tangible strategies
were what we covered in detail in the last section, model, however, the
intangible strategies can be summarised by the mindset that you adopt
around selling in its entirety.

When you can master the art of the right mindset, you will be an unstop-
pable sales person for the rest of your life. Your conversion rate will move
above 80% and when you really own the intangible notions, you will con-
vert every single qualified lead you speak to.

When you have a coaching business, you have a secret weapon when it
comes to selling.
Coaches possess a few hidden advantages when compared to other indus-
tries. These advantages give you the opportunity to convert your prospects
into customers at a very high percentage. In this whole mindset section
we will be covering these secrets in-depth, so I suggest that if there is one
section that you could master in this entire book it would be this.

When you can properly sell in this space it not only gives you the ability to
boost your average client value, it gives you insane levels of certainty on
who you are, what you do and how you are going to change the world.

If you can change your conversion rate from 20% to 80%, that means
that your entire business will grow by 4. If you are currently turning over
$250,000/year, boosting your sales conversion will see your business rise
to $1 million/year. The other huge advantage is that you will be able to
spend 4 times as much on marketing to get a return on investment, so you
can scale your business far more rapidly.

Crux of selling:
When you master the crux of selling, you will master sales forever. There
is a distinct balance that you need to strike up and we touched on it in the
objection handling section in model. This balance is between love and au-
thenticity and power and authority. For your prospect to trust you and
respect you, you need to be in a constant rhythm between these 2 main
elements. The problem that we see is that coaches often fall too strongly
into one of these categories, lack elements of them or lack both authority
and authenticity. The truth is that if you dont have the right balance you
wont make the sale and if you do, then you will make the sale every single
time and get to a point where you LOVE selling.

The aspects you need to adopt to master the crux of selling:

1. Tough love

If you are a parent you will understand this all too well. Being a parent is
tough. Being a good parent and being a cool parent is a tough balance to
strike. Many parents spoil their kids rotten and the kids miss out on build-
ing vital life skills whilst other parents are too harsh and the kids resent
the parents for that. This is an interesting but useful metaphor, because in
order to be the best possible coach for your prospect you cant merely be
there as a friend - you need to be willing to step in and tell them the honest
truth no matter the cost.

I honestly believe that as a coach, you are an essential change agent: some-
one who comes in to instigate, manage and keep constant positive change
for a person. Whenever someone has to change, it usually goes against what
the body and mind wants for them, which is safety in consistency. What this
means for you as a coach is that you are going to constantly face resistance
and its your job to be able to enforce the right activities to support that
change, as opposed to simply appeasing your client.

Throughout the sales call, there are going to be multiple times where the
prospect believes something to be true that disagrees with your advice
or tells a white lie and its at these points where you need to step in and
enforce the truth. This could happen when the client is giving objections
in the Empower Action stage, when the client is answering the questions
through the Ask Questions phase or even in the Prescribe Solutions sec-
tion of the sales process. Whenever it happens, its important to realise that
the client wouldnt be here talking to you if they were doing everything
right. It is your job to seek out the problems so that they can be rectified
and the client can live a totally fulfilled and enriched life.

2. Pure compassion

To manage the relationship and maintain that tough authority, its import-
ant that you go into the session with pure compassion for your lead and
their situation. It is easy to feel frustrated with their lack of effort and lack
of results, especially if they are resisting the truth themselves, however, its
your job to make sure that no matter what you hold them in the highest
regard. If you arent ALWAYS coming from a place of love and understand-
ing, you will definitely break rapport and thats what will lead to you being
misconstrued as a hard seller as opposed to a heart seller.

When you are listening to their situation, listen entirely and try to truly un-
derstand their situation, dont make assumptions. Constantly assure them
that you care about them and their situation. Make it clear to them over and
over again that you are here to change their life no matter what and that
you will get them the results no matter what. The reality is that you do care
about them, you just have to remind yourself that its crucial to be there for
them 100% on the call and give, give, give.

3. 100% Certainty

The problem we see time and time again is that coaches struggle to assert
their authority because they are scared of disappointing the prospect.

The issue that arises is that they end up being at the mercy of the prospects
decision making and the irony is that its actually a lack of heart that leads
to the lack of leadership. You have to show so much confidence in every
single point that you are making, you need to have so much conviction that
the prospected is captivated by your every word. When you can do this, you
increase your chance of closing the sale substantially.

When you are completely certain, you are operating as the absolute best
version of yourself. Everyone has the exact same potential in life to achieve
outcomes. A friend of mine mentioned the other day that our genetics are
literally 98% the same as monkeys, which brought up an interesting point
for me. No two humans are ever more than 1 percent different in genetics
to another, meaning that the differences in ability and success comes 99%
from environment and attitude as opposed to genetics and talent.

A question that I often ask people looking to improve their sales, is do you
think that there would be one person in the world that could have closed
the last sale that you couldnt? The answer is always, well yes of course
there would be someone who would have been good enough at sales to
close them. So if someone could, and that someone is no more than 1%
different in ability, then that means that you could have closed that person


To access 100% certainty and close every single sales session that you en-
ter you simply need to be the best version of yourself. Just remember that
the ability is already within you.

The biggest thing that leads to certainty is simply committing to play full
out before you get on the call.

I remember the very first sales event that I ran. I had made a pledge to my-
self that I was going to sell from the stage, I had never done it before and it
scared me, so I HAD to do it.
I was so incredibly nervous it was silly, however, I made a commitment to
give it my all. Before I got on stage, my hands were shaking and sweating.
There were around 30 people attending. I wasnt a good speaker, in fact I
had always avoided speaking before this time in my life because it was a
huge fear of mine.

When I got up there, I committed 100% and gave it my absolute all and I
had the audience captivated for a full 4 hours (it was meant to be a 2 hour
event) and ended up closing 5 people into our 8 week program.

You see it wasnt ability: I was a horrible speaker.

It wasnt preparation: I was very unprepared.
It was certainty and certainty alone.

If you can commit one hundred percent before you get on the call to giv-
ing it your absolute all, then you will come across as a leader. You will have
the confidence you need to craft the perfect solutions and give the neces-
sary confidence and you will get the sale.


4. Heart Power

The most powerful element of your body is your heart. Your heart actually
creates enough energy every single day that it could create enough charge
to power a truck for almost 40 kilometres.

In a lifetime, your heart creates enough energy to drive all the way to the
moon and back. When you access your heart in its fullest capacity, there
is nothing that you cant do, no positive outcome that you cant achieve.
When talking about certainty I mentioned the irony that when coaches ar-
ent utilising enough leadership that its because they arent operating from
the heart.

If you can use your heart to power your entire sales conversation, then you
will have enough love and authority to allow these 2 elements to balance
together perfectly. When you tap into your heart in its truest form, you are
living by the belief that I will do anything in my power to close this sale
because I love and care about this person more than they do themselves.
A little secret that I havent mentioned yet is that if you can harness the
power of your heart and purely align yourself to the mission of closing the
sale, then you instantly switch on your certainty.

The reason that love and the heart make so much of a difference is that they
extend so much deeper into your power than ego does. The ego is a sur-
face level response because it only deals with petty concerns, however, the
heart deals with deep seeded emotion and for this reason holds far more
substantial power. When you can connect your sales call to a heart-centred
goal you are unleashing a part of you that has permanent free access to
your full potential.

If you think about the countless stories of the human potential being ac-
cessed through love there are feats of unexplainable human strength, crazy
rescue stories and insane victories. These superhuman efforts can all be
connected by one thing, love and the human heart. Access this and you will
sell with no troubles.


Paradigm Shift:
Your sales calls will never be the same when you realise one simple thing -
your sales encounter is your chance to change someones life forever. The
moment you switch your mindset from the fact that you are trying to make
money, to the truth that you are trying to change someones life, you will
convert higher than you could ever imagine.

This is the gift of choosing a direction that involves changing peoples lives.
So many coaches that approach us wanting to improve their sales conver-
sion rate are slipping up before they get on the call because they think of
sales and think about money. If a coach is thinking sales is money and often
think that money equals guilt, you are setting yourself up for certain sales

If you cant change this association, you will continue to work incredibly
hard only to turn away most of the prospects you speak to, which is both
insanity and unsustainable.
81% of coaches fail in the first 3 years and you can sign yourself up to join
the masses if you dont align yourself properly to your real goal of selling

Ghandi, Martin Luther King, Mother Teresa are names that will certainly go
down in history as some of the most generous givers of all time. However,
many people fail to notice that they are also some of the best sales people
of all time. Being able to sell a vision, sell a cause with so much certainty
was the only way that these amazing leaders could extend their vision to
the level that they did and make the impact they needed to make.

Selling people is about changing lives and there are 2 main aspects that will
ensure that you fulfil this mindset switch:

1. Total Self Belief

2. Complete Client Love

Just because you realise that selling people means that you get to change
their life, doesnt mean that you believe that you CAN change their life. The
reality is that many problems come from the coachs uncertainty. If you
dont believe that you can actually get someone the result, if you dont be-
lieve in what you do, you will never be able to convince others that you can.

You have to see the value in which you offer and know that when some-
one comes on board with your coaching business that you are going to do
everything in your ability to get them the transformation that they are in-
vesting to achieve. The best way to do this is to simply list all the reasons
that people would be better off investing in your program above any other.
Write down 100 reasons why and if you begin to lack belief come back to
those 100 reasons and read them all out.

After you believe that you can create the transformation that your niche
want, you have to align yourself, your mission and your vision to helping
your niche. If transforming someones life isnt that important to you, you
either arent working with the right people or you arent operating enough
from the heart. You have to realise that having that having the absolute
blessing to work in our amazing industry of impact is something that de-
serves our gratitude, respect and gives us a responsibility to fulfil the jobs

To be completely up front, most of the people in the coaching field simply

dont have enough love for their clients and that is the reason that they
dont succeed in their business. This lack of love can be completely under-
standable however and I will explain why. When you get into the coaching
field you usually ditch your income to do so and for that reason you are
operating out of survival. When your safety is being jeopardised, it is in-
credibly hard to focus on anything other than getting security and for a lot
of coaches it isnt just them at risk, its also their families.

The very nature of human survival that has newbie coaches focusing on
income actually sabotages them from focusing on the love for their clients
that spurred them to start the business in the first place.

To get back to the zone you need to be operating from to succeed with sales,
you need to reconnect with the purpose of why you got into the coaching
space in the first place.
You need to shift your paradigm to the fact that selling is about changing
lives and nothing else.

Sell or be sold:
When you are a coach who is in a sales session with a prospect that needs
your help to change their life, there is an interesting dynamic that takes
place with you and that person. When you understand how to debunk the
riddle of this dynamic between you and the prospect it will change your
perspective on sales for the rest of your life.
Out of all the intangibles that make the difference to your sales conver-
sion, this is the most important and most interesting. You are about to be
shown how converting at less than 80% as a coach defies the very nature
of being a coach and how you can understand this thoroughly to catapult
your sales conversion rate.

If you have been coaching for at least a few months, you will have noticed
that when you are on a sales call the energy on the call is really positive for
the majority of the conversation. When you are giving advice and talking
about the opportunities that exist for them if they can apply themselves
properly, they are listening and actually starting to act fairly empowered. It
is more towards the end of the conversation where the energy starts to slip
and head on a downward spiral.

In this next section Ill be explaining the truth behind what happens on a
sales call.

When you break down a sales call or any time that one person is trying to
convince another person of something, the common factor of what creates
influence is the percentage to which someone is acting as their best self. If
someone is operating at the very best version of themselves, they could win
the debate regardless of the correct answer or whoever knew more about
the argument. Despite the fact that a sales call is far from an argument, it
still operates by the same base premise that the person who is most cer-
tain, the person that is being the better version of themselves wins.

If you have been selling for a short period of time and have had at least 50
or so sales calls, you would have experienced times when you found your-

self in a flow state. This is a state where everything you need to say, you do
say and you easily get the sale. The reason that you secure the sale in a flow
state is because you are operating at the best of yourself. You are acting
with enough certainty to secure the sale.

Lets explore the relationship between the coach and the lead and how
they both act in relation to their best throughout the sales process:

Capture Attention:

Throughout the Capture Attention stage of the sale process, the start of
the call, the coach will usually start off well at around 70% of their best

The reason I say well and not amazing is because the coach will usually
enter the call with a certain degree of self-applied pressure. The only rea-
son that there is pressure on the sales person or coach, is because they go
into the session with the goal of trying to get-the-sale because they need
the money. As we know from the sections above, if you are focusing on the
money, you are coming from ego. If you are focusing on changing the pros-
pects live you are coming from the heart and all the power is in the heart.

At this stage the lead will be feeling okay as well, possibly a little bit ner-
vous or suspicious and are sitting at around 60% of their best selves.

Ask Questions:

When you progress to the Ask Questions section of the sales process most
coaches will stay in a similar state to the start of the sales call. While the
coach is getting a chance to ask questions, logically and then more emo-
tionally, the lead then starts to embody the feelings associated with all the
things holding them back. The amount of focus that the client puts into the
negative emotions relating to their roadblocks really makes their energy
shift downwards.

Although the coach stays pretty consistent the lead drops a lot to around
50% of the best version of themselves or even less.

Prescribe Solutions:

The Prescribe Solutions phase of the sales process sees the coach build
confidence, this is where every coach steps into their element. At this point
because coaches love teaching so much they will step up to around 80% of
their best self.

We know that of all the things that coaches are good at, its helping people
understand the solutions to their problems and usually the coach will nat-
urally want to stay in the solutions section forever. This can be a great thing
and also a bad thing.

The problem is that because the coach knows that soon they will have to
start to move onto the close section of the process, that they begin to get
anxious and end up procrastinating, because they believe that trying to
convert the prospect into their paid course will break rapport.

The really cool thing to note here is that because the coach has stepped
up, the lead also goes to a better version of themselves now stepping into
a zone where they are at around 70% of their best. The more leadership
qualities that you show yourself, the more your lead will also step into a
more positive place and for them to be closed on the idea of working with
you, they have to be operating from the very best version of yourself.

Empower Action:

When it comes to pitching the sale and leading to the close, this is where
the nerves really kick in for the coach and the feeling then becomes mutual.
At this point due to the negative associations that most coaches have with
closing, the coach is usually sitting at around 30% of their best selves. This
huge drop in confidence is incredibly obvious to the lead and without even
thinking about it consciously, all confidence and certainty that had been
built by installing positivity and helping teach solutions to their problems
goes out the window.

At this point because the coach drops so much confidence, the leads ability
to operate from their best sinks to a level of around 20%. The lead starts to
doubt things, the lead starts to re-think the possibilities of being successful
at all and all the fears, doubt and insecurities come back into the picture.

Objection Handling:

The huge problem that comes with objection handling, is that people try
to handle objections with the client when they are sitting at 30% of their
best and the lead is sitting at 20%. The reality is that it doesnt matter what
convincing you do with the client, if your energy and confidence is sitting
at such a low percentage of your best it is going to be impossible for you
to demand enough respect from the lead that they will listen and take on
board what you are saying.

What usually happens at this point, is that the coach goes into panic mode
and tries to desperately get the sale back (which is already lost) and they
drop down to operating at 10% of their best. For the first time in the con-
versation, the lead takes control over the session and firmly states the out-
come. This is depressing but often a true statement of the flow of certainty
throughout the sales process.

Now, lets go through the trend again. This time however, we will go through
it from the coach operating where they should be - at their best:


Capture Attention:

This time the coach enters the call at their absolute best, fired up to change
the prospects life and full of energy that really Captures the Attention of
the prospect. The coach is operating at 100% of their best, without a doubt.
The lead is still a little bit suspicious, but feeling much calmer due to the
certainty of the coach and is operating at 70% of their best.

Ask Questions:

Due to the way that the conversation took off, it is easy for the coach to
maintain operating at their best and they do. Operating at 100%, the coach
asks better questions and really hits the pain points. He or she also balanc-
es the pain with the reassurance that they know exactly what they need to
do to change it and future paces all the amazing changes that they will be
seeing after working together in the long term. In this case, even though
the pain got the prospect deeper, the hope of the solutions you have pre-
framed ensure that the lead is operating at a better version of themselves,
at 60%.

Prescribe Solutions:

In this section, the coach unleashes all their knowledge and wisdom to the
lead like bombs, exploding the leads brain and opening all the possibilities
of them to take this area of their life to an amazing new level. The coach is
maintaining the unstoppable 100% of their best state and due to this, the
confidence of the lead is starting to rise and rise.

At this point the best version of the coach has been smart enough to open
up all the amazing possibilities of going to the next level. They have also
taken-away the simplicity of the idea by balancing the hustle with the
onus of the prospects responsibility to step up.

The last element that extends this situation to a more positive level, is that
even though the coach is making the client see that its their responsibility
to step up, they are also balancing this with hinting at the leads ability to
step up and make that leap.
At this point, the lead is operating at 80 or 90%.

Empower Action:

When it comes to the close, there is absolutely no drop in energy whatso-

ever from the coach. Because the coach confidently puts forwards the ques-
tion that allows the lead to ask to talk about the product, the positioning of
the coach in this situation is a 100%. In our normal scenario the coach was
operating at 30% of their best.The confidence in the program and the re-
sults that the lead could expect are so obvious and so clear that the doubts
attached with the outcome are slim to none.

The coach totally and utterly empowers the prospect to see that it is their
responsibility to step up and if they arent willing to, then they arent going
to be allowed into the program. Due to the absolute maintenance of cer-
tainty throughout the closing process most leads will be operating at a 9 or
10 out of 10 at this stage.

This a vast improvement.

Usually the coach and prospect drop from 80% to around 20%, so the
sale seems like a depressing thing. The prospect doesnt want it because it
seems so much less than the dreams you have just discussed. The prospect
ends up selling the product at 20%.

If you can keep the energy and certainty at 100%, the product becomes an
extension of the dream. This way it is of obvious value to the prospect and
sales go way up. In this scenario, you sell the product at 100%.

It really is Sell or be sold.

Objection handling:

The confidence that you show throughout the closing process may or may
not lead to the prospect putting objections forwards. Whether or not they
do, as the best version of yourself you will quickly and easily give them
the encouragement, leadership and empowerment to take them to the next
level and show them that they really can step up and achieve the results.

It is completely normal for prospects to freak out here right before making
a decision to step up once and for all and join the program. The thing that
we need to combat is drop in confidence that causes the lead to stay exactly
where they are at in their life, disappointed and unhappy. The truth is that
the lead is waiting for someone to step up and tell them what they need to
hear to go to the next level and if you arent the one to do it, then they may
never get the result they desperately want and never truly be happy.

What the powerhouse coach does in this situation is understand that panic
and fear at this point is completely normal and to tackle this. A good coach
will stay strong no matter what and continually give the lead the confi-
dence and awakening that they need to get the transformation.

Case Study - Leanne Agastina:

Before talking about Leanne, I want to make it very clear that closing peo-
ple at the minimum 50% and preferably above 80% for a coaching busi-
ness isnt an outlier outcome. In fact, everyone that we work with is expect-
ed to close at that rate and if they arent, we step in very quickly to change
things. As long as the niche is profitable, nothing else matters. There is no
situation where you cant close at 80% when you are talking to a qualified
lead in your niche.

One amazing client of ours that has used the power of mindset when it
comes to selling to catapult her conversions is Leanne Agastina. Leanne is
an amazing lady who helps women that have struggled with binge eating
overcome the mental blocks and habits associated with overeating to build
a healthy relationship with food. When Leanne first approached Winning
International, she hadnt made any premium coaching sales and was quite
daunted by the idea of selling something with a price tag of $1000 or more.

When we got her generating leads in the business and she had to start the
process of selling, she was finding it incredibly difficult to convert despite
having the structure in place and a script to help her to cover the C-A-P-E
elements without missing any essential pieces in the process. The problem
that she felt she had was that her niche were women that were at the low-
est point they had been in for a long time. For this reason they werent very
empowered to make a change and invest in a premium course.

After we went through the mindset of selling, Leanne began to understand

the importance of her operating at her peak and being her best in the call
and things started to change. Within a few weeks, Leanne had gone from
not converting at all to converting pretty much everyone she spoke to. I
remember one week in particular where she closed 8 out of 9 sales for the
week into her premium program. Better still, when people went into the
program, they loved every minute of it and she genuinely transformed their
lives forever.

The truth is that if you can master your mindset when it comes to selling,
not only will you boost your conversion rates to above 80%, you will begin
to love the process of selling.


Now that you understand the model and mindset that you need when sell-
ing to close incredibly high and love the process, we are going to run you
through 2 super powerful materials that you can use to complement your
sales efforts. One issue that we see with coaches when it comes to sales is
that the entire process of finding people, monitoring people and ensuring
that the follow up is done correctly is all over the place and they lose sales
as a result.

In this subchapter we are going to cover how you can make your sales pro-
cess specifically clean and structured.

You are going to learn how to save time, improve the experience for your
prospects and set up systems that ensure that no sales fall through the

Lets go through the 2 non-negotiable, essential pieces of software that you

need to have set up if you are a coach making sales.

Own Your Sales Time:

When I first got started in business, I was desperate for sales. I was cold
calling for the majority of every day and doing whatever I could to get onto
new potential buyers and close deals. The tactic that I was using to close
deals when I first began my website design business, was that I would call
up potential buyers from a list of random trade-based businesses (For ex-
ample; plumber, roofers, electricians and builders) and my sole goal was
to try to build them a demo-website. I would get their interest (a lot of the
time this was a false judgement from my end as they were simply trying to
get me off the phone half the time) and then research their branding and
build them a website and then email it through, call them back and try to
sell them on it.

I found myself calling them back 3 times in a day and not being able to
get through to them. Then Id call them back the next week and still no re-
sponse, so Id put the phone on private and Id finally get onto them. When I
finally spoke to them, they would either say that they are too busy to talk or
that they hadnt seen the demo yet, could I send it through again and then
call them back. The moral of the story was that the dynamic was the com-
plete wrong way around. I was desperately trying to contact them. Even
though I was calling for 8 hours a day, my productivity was ruined because
I was always at the mercy of everyone elses plans.

The problem with this was not so much the productivity and more the fact
that I was showing people my desperation. I was showing them signs that
I didnt respect my time.

When you show people those 2 qualities, it sends a message that you ar-
ent successful and that means that you arent good at what you do. No one
wants to work with people who arent good at what they do.

We want to switch this whole dynamic around. We want to put you in a

position where you own your own sales and people respect your time, your
success and your business as a whole.

To do this there are 2 major steps that you need to take.

Firstly, you need to get clear on which days and times you want to sell and
how long you want to be selling for.

Secondly, you have to set up booking software that can allow people to fill
your calendar slots in the right hours.

Creating Slots:

When you get the balance between sales and other business tasks in the
business, your productivity and profit goes through the roof. If you have
ever been at a stage where you have a large number of interested leads, you
will know the feeling of having sales meetings eat up your calendar.

If you are at the initial stages of growing your coaching business, you need
the sales so you are usually lenient and pretty flexible for when you book
people in. Whether it is 7am or 8pm, you make it happen because you
want the sale. I know this is because Ive been heremore than once. In
the website business I would be attending meetings from 7am through to
8pm most days and worse, the meetings would be scattered as opposed to

When you do a sales call and then have an hour gap between that first call
and your next one, my experience has been that I will get next to nothing
done in that hour. I really struggle to work in filler time, what I need is
proper structure and schedule, or else I cave in and get NOTHING done.

What we are going to be doing is getting the perfect allocation of time be-
tween sales and everything else.
The following process is going to allow you to get your sales time mastered:

1. Number of sales needed for goals - How many sales do you need to make
to hit your goals on a weekly basis? If your product is $5,000 and your goal
is $500,000 per year, then you need to make 100 sales for the year which
is 2 sales per week.
2. Number of sessions to close sales - How many sessions are needed to close
those sales and therefore hit your goal? If you close at 50% of leads and you
need to make 2 sales per week, then you should be having 4 sessions per
week. You can always put in a buffer session or two to guarantee you are
hitting your goals.
3. Sales time - How much time do you need to run those sessions? If you
spend an average of 90 minutes on a call to definitely close the sale, then
you should be multiplying that number by how many sessions you need to
close the sales you need to hit the goal you have. So in this example if its 4
multiplied by 90 minutes then its 6 hours of sales time needed.
4. Calendar Slot - Where is the best time in the calendar to leave spaces for
these sessions? There are 2 things that you need to consider. Firstly, what
time is going to suit you and your productivity the best? Secondly, what
time is going to suit your niche the best? At the end of the day you need to
balance the 2 of these, but, ultimately you need to work out what is going to
suit you. So you might put 3 hours of sales time on a Tuesday morning and
3 hours of sales time on Thursday night. It is completely up to you.

When you have created the slots that are going to help you achieve your
goals, you now have a ton of clarity on what time you are going to dedicate
to sales and the rest of your day can be set up to be properly productive.
On top of great organisation, you can now set up booking software to open
those slots for potential clients to book into in order to speak with you.

Choosing Booking Software:

Setting up booking software will give you great control of your calendar
and give your clients an easy way to book in to speak with you. If you dont
have a system to book in with you, then clients assume that they can choose
any time. However, if you link them to a set number of options, they realise
that the rest of the times are either booked out or when you are busy. In
addition, this provides the appearance that your time is valuable because
your business is successful.

The things that you want to look for when it comes to booking software is
making sure that it links with your calendar and that it is user friendly on
the booking process. You really dont want to lose a sale because a prospect
didnt know which button to click.
There are a many different options that you can choose when it comes to
booking software, however, there are two main options that we have exper-
imented with:

1. Timetrade - Timetrade was the industry standard when we starting us-

ing booking software and we found it good functionally. However, when it
came to the speed of operation it was far too slow. The reality is that you
need people to be able to book in quickly and the last thing you want is to
create roadblocks for your potential clients before they even get to speak
with you.

2. Calendly - We have found Calendly very similar when it comes to the

functionality aspects. The 3 advantages that we have found using it are that
it is cheaper starting out, the load time is much quicker and the interface is
much more modern.

The great thing about most booking software platforms is that they are su-
per intuitive with the set up, so go and trial Calendly or any other booking
platforms that tick the right boxes. Set yourself up with a more professional
way to own yours sales time with your newly defined sales slots.

The other considerations that you need to have when it comes to owning
your sales time is when and how do you get your audience to book in for
a session with you? If you think about the different ways that you current-
ly meet leads and organise to speak with them, you will usually message
them and organise a time or they submit their details and you call them to
organise a time.

Messaging A Lead: When you are messaging a lead, instead of going back
and forth like a jack-rabbit with your prospect, all you have to do is to send
them a link to your booking software page and they choose the time. When
you have finished the setup of your booking software, the program will give
you a link that you can give to people to see the slots and choose a time.

Submitting Details: The second main way that you can get onto a lead in
the business is when they submit a form online with their details and you
would usually call them. When this is the case, what you need to do is make
the thank you page focussed upon getting them to book in for the session
via your software. At this point, you already have their details as a backup,
so if they dont choose to book via the software you can still contact them
as per usual. By having the prospect choose their own time, you allow them
to choose a time that is convenient for them, so they know when to expect
your call and are in a much more positive frame of mind when listening to

Bonus Kicker:

If you want to take the booking process one step closer, you can use your
Virtual Assistant or Personal Assistant (if you have one) to book the pros-
pect in. Whenever you speak with someone, you simply need to say that
My PA will be sending you an email to organise a time with you shortly
and then the PA will send an email that links to the booking software.

What this does is just adds one extra element of leadership and trust before
they get on the call - obviously you are successful and value your time if you
have a PA right? Your VA can then also follow up before the call to assign
some homework or follow up to make sure that they have their homework
done before the call.

Maximise Every Single Lead:

After you have had consistent leads and consistent sales in the business for
a certain period of time, you hit a point where time becomes of the utmost
importance. When you hit this busy stage, your time gets filled very quickly
with marketing, sales, content creation for your course, potential partner-
ships, public content creation and all while getting the delivery, accounting,
admin and the basic things done as the same time.
When you hit this point, it gets incredibly easy to lose track of people you
have spoken with that you havent yet closed.

I believe it was Grant Cardone who once said that most people wont buy
your product until the 8th touch point. For most of the people who you hav-
ent closed, they arent a lost sale - they simply need to be followed up tons
secure the sale. The best way to keep track of sales leads is through a Cus-
tomer Relationship Manager (CRM). This is a piece of software that gives
you the chance to monitor all of your leads, keep track of your contacts and
monitor exactly what stage they are at in the sales cycle.

Statistics show that CRMs on average boost an organisations sales by

30%, meaning that purely by investing in a CRM you have added 30% more
revenue to your business right from the get-go. If you dont currently have
a CRM, you are wasting leads and sales like there is no tomorrow.

When it comes to choosing a CRM, there are a many different options to

choose from that range substantially in price from being free to thousands
of dollars a year. We arent going to spend a bunch of time going through
all the different options - we are simply going to show you what we use
and how it works. You can choose whether or not you want to use that or
another CRM.
Because we use Active Campaign for all our email marketing at this stage,
it make sense for us to use Active Campaign as our CRM too. It is incredibly
user-friendly and has all that you need in a CRM and much more.

The different focus points of building and maintaining your CRM are as

1. Creating your Pipeline:

As you can see with Active Campaign, it is a very sexy looking platform and
super-easy to follow. What you need to do with your sales pipeline is to
define the various stages that your prospects can be in throughout the pro-
cess of you meeting them and becoming a client that sticks. The creation of
the stages are as easy as the click of a button in Active Campaign. They are
very easy to change around and you can tweak everything from the name
of the stage to the colour.

One of the huge benefits that come with building stages in a sales pipeline
is that is makes it really clear what the next objective is with the lead. If they
are at stage 2, your sole objective is to get them to stage 3, then to stage 4.
Instead of getting overwhelmed by the bigger goal of making the sale, you
simply need to focus your attention on getting them to the next stage.

With Active Campaigns CRM you can enter a prospect under any stage in
the funnel. In addition, you can just drag and drop them into other funnels
based on where they are in the pipeline.

The following are some possible stages for you to use:

- New Lead: Someone that just entered your inbox as a new lead or some-
one you just met that could potentially be interested in your products. The
reason you want to have this section is so that you never forget about a
potential customer.

- Rapport Building: The rapport building stage of the pipeline can be put
in there if you need to build a little bit of trust before speaking with your


- Sessions: The number of sessions depend on how many sessions your

business has in the sales cycle. Most of our clients use our 2-step sales pro-
cess where the first session is called The Audition session and the second
session is called The Trigger session. When you book someone in for a
session you click and drag them to that stage in the sales cycle. When you
then book them in for the next session, you click and drag them to the next
stage in the pipeline.

- Follow Up: The follow up stage in the pipeline is where you put people
that you dont close. When you are looking for new prospects you can go
back to your follow up column and start contacting people in there. You can
do this in a simple way where you just have a single Follow Up stage in the
pipeline, or you can get more advanced and create different stages based
on what timeframe you want people to be contacted in. You could have a 1
Month follow up, a 3 month follow up, even a 12 month follow up. Then, be-
cause Active Campaign is a great platform you can create a rule that when-
ever someone is dragged into that column it will automatically send you an
email reminding you to follow the prospect up. If you are starting out, just
do a single Follow Up column.

- Closed: This is where you drag people when you get the confirmation from
them that they want to be in your program and they pay the initial deposit
or for the program in full.

- Confirmed: No, closed isnt the end stage, you still have to ensure that they
are 100% confirmed and going to stay in the program. Just because they
are in, doesnt mean they will stay in. A week or 2 into your program after
they have seen how high quality the program is, then you can drag them
into the confirmed column.

Once you have chosen how to best customise the pipeline for your busi-
ness, its time to fill up your pipeline.

2. Add Prospects:


It is extremely important to get into the habit of entering all your new pros-
pects into your CRM.

Active Campaign has the functionality to be able to automatically add peo-

ple into your funnel using automations, however, it is often easier to do it
manually at the beginning. When you start generating a ton of leads that
book in for your Bridge offer, then you can automate the process so if peo-
ple fill in a wufoo form or join a list in Active Campaign, then they can be
automatically added into a sales pipeline.

As you can see with the diagram, if you are creating a new deal (adding a
new prospect to a stage) you have the following information to enter:

Deal Title - I just enter the Clients Name

Value - This is how much your Keystone or Core product is worth. The
cool thing with this is that Active Campaign tallies the value of all the pros-
pects/deals combined and then gives you a grand total. This means that any
time you can see the total value of all your prospects and use it as leverage
to motivate you to start moving them one stage further towards the sale.

Email - The email of the individual lead (not just the broad business email)

Name - The clients full name.

Organisation This is often less relevant in the coaching space to put in the
organisations name. However, if you have large deals that you are chasing
or large partnerships you are setting up you could have a pipeline that has
different people within the same organisation at different levels of trust
and different stages in the sales pipeline.

Phone - The prospects phone number

Pipeline - A great thing with Active Campaign is that you can have unlimit-
ed numbers of Pipelines, which means that different sales people can have
their own pipeline or you can have different pipelines for different types of

Stage - You can then choose the stage in the pipeline that you want to start
the client at.

Owner - Again, if you have a sales team, then you can delegate leads and
assign a certain person that is the owner of a deal. This will make sure that
commissions are organised clearly and accurately.

Once you have entered in all the information necessary, you can always
update it if you have to.
For now, you can move forwards and start pushing them through the pipe-

3. Monitor Progress:

Setting up the pipeline and entering in all your current leads is a fun and
relatively simple task, the hardest thing to get used to is adding all the in-
formation and updating the CRM consistently. When we are trying to form
habits, the hardest habits to form are habits that add activities to your
lifestyle as opposed to replacing activities in your lifestyle. When you have
to add something, it takes away time that you once had free and for that
reason can be hard to stick to.

One great strategy that you can implement to help become consistent with
using the CRM is to start by making it a weekly ritual to update your CRM
before you start your week. I dont know about you, but, I follow my cal-
endar religiously, if something isnt in there Im not going to do it and if
something is in there, then I will do it. Just start by scheduling a weekly
5-30 minute slot where you can shift the stages of your deals and update
information on the deal.

Another cool thing about a CRM is it allows you to always have records of
the times that you have spoken with prospects. Many coaches get over-
whelmed with talking to new leads and they end up mixing up names,
times, deals and conversations. All the confusion breaks rapport with their
leads. With CRM, you go into every session knowing exactly where you got
to last time, exactly what you spoke about and you can get straight into
progressing the sale forwards.

If you look at the following window, it is an example of the information that

you can have with each deal you enter into the CRM

The cool features you can use here are as follows:

Notes: This is the quickest and easiest way to keep all the session informa-
tion of your client. All that you have to do is type in your notes and then
click add note and those details will be kept on the account until that deal
is deleted. When you write the note its important to put some basic de-
tails in before you start vigorously taking notes. Entering basic details such
as Coach name, Session Medium, Session Date/Time, Duration, Main
Talking Points and Interest Level/Buying Signals can all be super useful
information to have before you start just taking down the main notes.

Emails: If you have your clients correct email, you can literally email your
client through the system and the clients responses will be pulled directly
back into the CRM.

Tasks: You can add dates and times for specific tasks that then show up in

the activity feed in this window and remind you when you have to com-
plete this task. This can be good for follow up meetings.

If you can start by entering all the basic details I mentioned above and then
take down all the notes from the sessions then you will be in great stead to
have the highest quality meetings possible.

At the end of the day having a CRM that you regularly use helps you make
a lot more sales. Without doing any marketing campaigns or other growth
strategies in the business, having a CRM you can grow your business by
30%. This is the low hanging fruit for your business to grow right now.
Imagine for a moment you played for a national soccer team and your team
was getting in front of goal double any other team in the league, but losing
every game.

The goal of soccer is to score goals. If your team arent kicking goals even
though they are getting many opportunities to, would you go out there and
start training to get more opportunities to get in front of goal, or would you
just practice converting goals?

It would be ridiculous to go out and try to create more opportunities to get

in front of goal, when no one can convert the goal as it is. Having a CRM is
the equivalent of practicing your goal kicking - its all about maximising the
opportunities you already have.

When you implement the 2 key materials in booking software and sales
CRM, you have positioned yourself for the smoothest, most time efficient
and well positioned sales you can possibly have. This will not only boost
your sales by up to 50%, it will allow sales to nicely slot into your business
schedule as opposed to eating your time and sanity.
Who knows? You might even begin to love sales.


Sales is something that as a coach allows you to win in a massive way.
By applying the untapped understandings and strategies that you have ac-
cessed in this chapter, you put yourself in a position where you can bul-
letproof your finances and business success. By closing sales at a higher
conversion rate, you make your business profitable with a fraction of the
effort, which means you are going to turbocharge your results like crazy.

Having been in sales for the last 5 years, there have been times where I
have hated sales and times that I have associated it to growth, but the huge
change for me has been creating a system that links your heart to the re-
sult that you need to create an impact in someones life. The system that
I have created converts higher than any system that Ive ever used before
- there have been times where I have converted over 30 people in a row. If
someone wasnt converted, it wasnt because the system didnt work it was
because I wasnt being my best: I wasnt coming from the heart.

You have 2 options now: you can feel empowered and do nothing or you
can feel empowered and make a decision right now to change your sales
forever. Most people will stay in the exact same place and not change the
way they are selling at all - they will continue to convert at 10-20% and live
in a state of fear and cast that onto their prospects.

If you can simply have the courage to step up right now, sales will become
your new secret weapon to getting insane results in your coaching busi-
ness and your new tool to influence and change the lives you were put on
this Earth to change. If you want to implement and master this in the quick-
est way possible, there is only one thing to do: practice.

Consciously implement this system in the strongest possible way, come

from the heart in the purest form and commit to giving it 100% on the call
and your business will never be the same again.



Have the worlds best course for your niche.
The customers perception is your reality. - Kate Zabriskie

In 2011, there was a movie released called Jiro Dreams Of Sushi. The mov-
ie is about an 85 year old chef who owns a little Sushi restaurant in a Tokyo
subway station in Japan. This is no ordinary Sushi chef, Sukiyabashi Jiro,
has spent his whole life on a quest to perfect the art of making sushi. He has
2 sons that also work on the craft of making, innovating and presenting the
worlds most delectable sushi. Despite the size of this tiny, 10 seater restau-
rant, Jiro and his sons present a 20-course tasting menu that costs close to
$300 dollars to purchase.

To get a seat at this sushi restaurant you cant just walk in, you have to book
months in advance and the restaurant is of the worlds highest culinary rat-
ing, a Michelin 3-Star rating. To clarify the feat of this amazing family, they
have the best sushi restaurant in the world by a huge margin.

What I find interesting about Jiros sushi restaurant is that they do no pro-
active marketing, they simply focus on mastering their art and turning
their business into a performance. All that Jiro cares about is innovating
and perfecting his craft every single day, he wants to make his product so
perfect that he literally dreams about his obsession with his art. This ded-
ication to having such a high quality product is what has led to the restau-
rants acclaim and success.

In this chapter we are going to be exploring how you can take your coach-
ing business and turn it into an unforgettable performance.

We see so many coaching businesses that are so focused around creating

finance (because they have none) that they miss the opportunity to have
happy clients. They miss the opportunity of changing a clients life and as

a result, miss out on valuable growth and reputation of the business. It is

important to note that Jiro has spent over 60 years perfecting his perfor-
mance and that there is a time and place to execute this quickly, however,
its crucial that your sole goal is to have the best coaching course in
the world for your niche market.

When this aligns to the fullest degree, you will not only have happy clients,
you will have exceptional growth in the business.

If you can master the performance that your program delivers then you are
going to achieve 2 main outcomes:

1. Retention - The ability for your clients to up sell from your keystone to
your core product, or to continue to want to be a part of your core program
over and over again.

2. Referrals - To grow the business purely based on the case studies and
positive message that is spread about your business. Referrals will not only
grow the business, it will ensure that people stay for longer.

The reason we do this is to make sure that we have super happy clients that
want to work with us in the long term and refer their friends.

That said, what we have to achieve for our clients to get those outcomes
can be summarised with 2 main factors:

1. Results: If people see results in your program it is going to warrant the

investment they make into the program. If there arent results, then it will
be easy for them to rationalise dropping out.
2. Experience: If your clients have an amazing experience with your pro-
gram, they are going to want to continue the excitement and positive feel-
ings. If there is no experience, your clients will look for other places where
they can enjoy their time more, even if they are getting results.

How you are going to help them get results and have an amazing experi-
ence is by mastering the 4 Fs to a world class coaching product:

1. Framework - The framework is the process that you take your clients
through to achieve results. The content, the tactics and the strategies that
you teach your clients must be world class to get your clients amazing re-
sults and for them to enjoy the learning process.

2. Focus - The big difference between a one-to-one coach and an online

coach is usually the immediacy of focus. The one-to-one coach helps their
client gain specific help with their individual problems whilst an online
coach often doesnt help the client due to a generalised approach. If you
can master focus in your program, you will help your clients get clarity and
direction on what they need to focus on in their particular situation. This
individual focus must be incorporated into your keystone product for them
to get results and feel like they are being looked after.

3. Family - Having a tight-knit group of people within your niche all work-
ing together as a unit, as a family, helps to provide an environment of suc-
cess for your clients. Making sure that everyone supports each other and
grows together provides an added level of results as well as an enjoyable

4. Fun - At the end of the day, you need to be able to enjoy life together
and make the process enjoyable. Generally making things fun and having a
blast in the process is extremely important to helping boost the experience

and having your clients adopt positive associations with your business.

The missing piece of the puzzle that we see for many coaches is the fact that
they want to change a great number of lives but cant find the right balance
between scale and quality of service.

As coaches, our sole goal is to change peoples lives. However, although

we might want to change many lives we need to ensure that the quality of
our delivery is cutting edge and extremely effective. What you are going
to learn in this chapter is how to deliver in a one-to-many fashion that ac-
tually improves the quality of your offering as opposed to sacrificing it. If
you implement the strategies we are about to break down, you are going to
have the worlds best course for your ideal client and be able to deliver it to
change as many lives as you choose.


In this section we are going to show you how to extract your own brilliance
and turn it into an amazing framework that you can present to your clients
in a world-class fashion.

So many coaches that we see rely purely on their own intuition when they
speak to clients and its incredibly destructive for their time and vision. If
you spend each session regurgitating the same content with clients then
you are wasting your time and sacrificing quality. If you continue to deliver
content without a framework the inevitable outcome is that you wont be
able to help as many people as you want to. You are also at risk of becoming
one of the 4 out of every 5 coaches that burn out due to working too many
hours in the business for not enough return.

You are going to learn how to create a process that gets your clients the
results every single time they implement it. Not only will your clients get
results from your framework, the way that you learn to teach it will ensure
that your clients have an amazing experience when they engage with the
content. If you follow the process that we will take you through to create
your framework, you are going to become renowned for having a n ex-
tremely high quality course and become a leading expert when it comes to
your niche.Most importantly, you will become known as someone that gets
people results.

Business DNA:
Your Business DNA will become the core ideology that feeds throughout
everything you teach in your business. Youll notice that this entire book is
based around our own Business DNA. This is the framework we use with
our clients to take them to 7 figures and beyond. When you have created
your Business DNA it makes the creation of your Keystone Products con-
tent blueprint a piece of cake. Your business DNA could be likened to cre-
ating the curriculum for your program. A huge problem that usually arises
with creating content for a workshop, program or any product is that there
is no structure that can be followed.

We see coaches take up to 12 months to create the content for a program

all while there is no cashflow being generated in the business. The coach
is usually operating from the philosophy of build it and they will come as
opposed to sell first and then build it. If the coach spends that much time

before selling the course, they will usually go out of business before the
business ever truly begins. Creating the framework first allows you to sell
straight away because you know you have a fool-proof plan to execute the
content creation for your course.

What your Business DNA is going to enable you to do is start selling straight
away. You need to Sell first and then perfect, as opposed to the other way
around. You have to remember that Rome wasnt built in a day. Think about
Jiro who has been perfecting his performance for the last 60+ years you
too, will continuously improve the quality of things. You just have to ensure
that you dont let perfectionism stop you from launching your product.

What defines a quality Business DNA are the results that people achieve if
they were to implement everything. We will talk about accountability and
implementation later on, for now we just need to make sure that you have
a process that works every single time. Imagine if you had a cake recipe
that was missing ingredients, the quality of the cake would be awful. Even
if you had all the ingredients but the instructions were wrong or missing,
you would get some people still get the cake turn out alright. However, it

would only be a few people and we need results for every person. Every
single client who implements what you teach needs to be able to go from
having the problem that your niche has to getting the promise that you
put forwards for your program.

The following process will take you through how to extract your knowl-
edge and turn it into a Business DNA that you can be proud of and rely on
moving forwards in your business.

**Note: Its important to realise that this is not a what you know kind of
system, this is a what they need kind of system. You should have at least
80% of the knowledge needed to get your clients results based on the pro-
ficiency that you ticked off to prove that your niche is profitable. If there
is anything that you believe that your clients need and you dont have the
knowledge for, you still have to put it in your Business DNA - you just have
to learn it.


It is important to do each one of the 4 steps in as much detail as possible, to

be decisive and be thorough.If you go through this process with those as-
pects in mind, then you will be able to create your business DNA relatively
quickly. This should be a matter of minutes or a couple of hours, as opposed
to days and weeks.

To cross check your Business DNA to make sure its 100%, ask yourself the
question; Is there anything else that my clients need to get the promise
Ive made to them? If you answer yes to that question, then see if the new
addition can be fit into the structure you have created so far. If they can,
then nothing needs to change. If you think of something crucial that you
missed, then you will have to create a new structure for this addition.


Keystone Blueprint:
The keystone blueprint will give you the exact framework that you will use
for your Keystone Product.

When you have this blueprint created, you will have 100% clarity on the
process that you are going to take people through with your program. The
advantage for this is that you can now sit easy knowing that all you have to
do is create the lessons. This is a great place to be at. You now know that
you have a product that will allow your niche to achieve the amazing prom-
ise that you made for your keystone product.

When you are at this stage, then you can begin selling the product and start
generating cashflow for the business. If you follow the structure and pro-
cess that we teach in this section, you will not only start generating cash-
flow 3 months faster, you will also be able to create the content for your
course up to 5 times faster.

There are 2 strategies that you are going to adopt in this section, the Key-
stone Content Plan and the Keystone Execution Plan.

Keystone Content Plan:

The keystone content plan will allow you to put together a blueprint for
your Keystone Product so that you can have absolute faith in your ability to
create an outcome for your clients.

Use the following steps as decisively and accurately as you can to get the
ideal plan:

1. Define the outcomes: Before getting into the creation of your framework,
make sure you are completely clear on the specific goals that you have for
your clients. What do you want your clients to walk away from the program
having achieved? The clearer you know where you want your clients to be,
the easier it will be to choose the content you want to put into the program
to help them get there.

2. Choose a duration: How many weeks do you think it will take to get your
client to achieve your keystone products promise and all the outcomes you
want them to walk away with? A great guide is 6, 8 or 12 weeks. If you think
about the dentist metaphor, would you rather the dentist to pull your teeth
our slowly or quickly? Itll still cost the same, but, youd rather it quicker
because then you are in pain for less time. Same with your program, would


your clients rather achieve the results more quickly or not?

3. Pick which pillars: What elements in your Business DNA do you want to
teach in the Keystone Program to help your clients achieve the outcomes
and promise you made? Choose which pillars youd want to include. In our
6 Figure Coach Program (Our Keystone), we have 4 of our 7 pillars included
in it and then in 7 Figure Coach (Our Core) we have 6 Pillars, as the first
pillar is no longer relevant in the 7 Figure Coach Program.

4. Choose the modules: Once you have your pillars youd like to include, you
need to choose which weeks youd like to teach which pillars. These weeks
then become modules. For example, if you have 4 pillars in your keystone
and 8 weeks duration, then you may assign 2 weeks to each pillar. Once
you have clarity around how much time each pillar should take within the
program, then you have the ability to assign each week a module.

Example: 8 Week Program - Pillars = Design, Attract, Convert, Perform

Week 1: Design - Module = Niche

Week 2: Design - Module = Business Model
Week 3: Attract - Module = Online Marketing
Week 4: Attract - Module = Partnerships
Week 5: Convert - Module = Sales Mindset
Week 6: Convert - Module = Sales Structure
Week 7: Perform - Module = Building Your Course
Week 8: Perform - Module = Running Your Course

5. Choose the number of lessons: You now have to choose how many lessons
you want to include on a weekly basis. How many lessons will it take to
help get your client the outcome that you want them to get from each mod-
ule? We recommend around 5 lessons a week to have in the program.

6. Choose the lesson topics: Its now time to choose all the lessons you want
to have within each model. If there are 5 lessons per week and your course
is 8 weeks then you have to choose the 40 lessons and then you have a solid

That is exactly how your program will be structured. Now that you know
what you want to be put in the course each day, you know exactly what you
have to build and you can concentrate on sales.

Keystone Execution Plan:

Now that you have your plan for the content that you need to create, you

know exactly which pillars you are going to use, you know what each mod-
ule is and what every lesson in every module is going to be, we can create
an execution plan. This is the most important plan that you will create, be-
cause if you are just launching your program now, then this will ensure that
it happens bigger, better and sooner than otherwise. When you have your
plan set up, it will be based around executing first and then creating the
content when you have to.

Step 1 - Choose a date you want to launch. Usually a Monday is a good day
to launch as they will start week ones content on a Monday and finish on a
Friday (Given you have chosen to have 5 days worth of lessons each week).
Choose how many weeks away you want to launch and then choose the
launch date.

If it is scheduled, its real. If the launch date is in your head then you are
never going to launch. Every 2 weeks in our business we launch a new
round of our 6 Figure Coach program with another 10+ clients in it - having
the launch date in the calendar forces us to get our act together and make
sales because we always have to fill the next round.

Step 2 - Set a goal for how many people you want to go through your first
program. Do you want 5, 8, 10 or even 15 people? Once you set this goal,
you have to do everything in your power to make it happen.

Step 3 - Figure out how many sales sessions you have to attend to be able to
make that many sales. If you convert at 50% and your goal is 10 sales, then
you have to attend 20 meetings. This way you know how many sessions
you have to have every week to be able to achieve those sales targets. If you
have 4 weeks until launch and you need to have 20 sessions in total then
you have to have 5 meetings per week.

Step 4 - Create the first snippet of content. Once you get within a few days
of your first round being launched then you can create the first few days
worth of content for your clients.

Step 5 - Peak time content creation. Have you ever had an assignment or
project due and you leave it to the last minute, even the last night before
the deadline. Do you get the project done quicker or slower? Way quicker
right? This is the same thing with your course, if you make the sales and
you have people counting on your content then you are going to create the
content really quickly. When the clients are in week 1, you create the con-
tent for week 2, when the clients are in week 2, you create the content for
week 3 and so on.


If you follow this execution process, you are going to make more sales,
make them more quickly and also get the content created quickly. The key
advantage here is that you have planned your lessons thoroughly and you
have a blueprint so the creation of the program will be lightning fast.

Content Creation:
In this section you are going to learn how to create content quickly and in
a way that entertains the student in a neurological way. Most one-on-one
coaches are phenomenal teachers, the big problem is that they regurgitate
content so often that they arent using their time as well as they deserve to.
The other problem is that they often dont do the content delivery justice
because they are always teaching off-the-cuff.

When you have a coaching program that incorporates Framework into it,
then you give yourself the ability to leverage your time and deliver content
at a much higher quality, so its a massive win for all parties. The way that
you are going to teach your clients is going to be based on a system that is
used by thousands of teachers from around the world to create the most
structured, informative and engaging content in the world.

The 4-MAT System:


This educational framework system is used by people all around to the

world to teach content in a way that is engaging.

A big mistake that coaches make is just getting straight to the content and
the strategies. When someone only teaches what needs to be implemented,
the clients switch off and dont take in all of the information. If they dont
take in as much information, then they dont feel as though they are getting
much information and in turn wont see the outcomes they were hoping for.
If you can keep people engaged properly throughout the teaching process,
not only will they get results, they will enjoy the process and the experi-

Imagine for a moment that you walk into 2 houses.

One of the houses is completely empty, with little light and only the ab-
solute bare essentials, no colour and no accessories. How would you feel
when you walked into the empty house? You would feel empty and hollow,
too. What if you walked into a house that had the exact same structure,
the same number of rooms, the same layout and was structurally identi-
cal in every way. However, in this case the house had been decorated by a
world-leading interior designer - it was full of tasteful colour, there was lots
of lighting and it was so appealing that it was featured in a magazine. How
would you feel in this house? When you got woke up in the morning, you
would feel good. When you got home from work, you would feel excited to
be home.

Using the 4-MAT system to structure your lessons gives you the opportu-
nity to doll up the content so that people enjoy your strategies as much as


The first aspect to the 4-MAT system is Why. The sole purpose of this sec-
tion is to sell your audience on the idea of engaging with the content.

The Why section is what gives your audience incentive to engage in the
content you are about to teach. One of the big reasons that I believe the
education system is failing is because they dont utilise the why element
of the format system. Students attend every single class without under-
standing why they need to be there and working under the belief that what
they are learning is absolutely pointless in the long term. Then the schools
wonder why students dont engage in class and why they misbehave. The
reason is simple: they are bored.


The way that we instil the incentive to engage with the lesson that we are
teaching is as follows:

1. Promise - The promise is the huge tangible outcome that they can expect
to achieve by engaging in the content. For example; You will double your
sales conversion.
2. Magnetic Motivator - We went over the magnetic motivator in the first
chapter which uses the clients motivators to get them to engage.
The process is as follows:

Problems x2: This is where you talk about 2 problems that exist due to
not having implemented the lesson they are about to engage with. This is
re-instigating what frustrates them about their current situation and perks
their interest in the content.
Nightmare: The nightmare summarises the worst possible outcome that
will result if they dont get the solution to the problem that this particular
lesson is solving.
Solutions x2: The solutions are short term positive outcomes that will be
achieved by implementing what they learn in the lesson. This gets them
excited about what they will achieve in the lesson.
Dream: You then summarise by talking about the best possible end result
they could expect to achieve by implementing what they learn in the les-
son. This is showing them that this lesson could help them achieve their
dream outcome and really get them excited about being involved.

The way that we organise our lessons in our program is by putting the why
and what sections within a slideshow and then we film ourselves talking
about that slideshow by screen recording it. We have an introduction slide,
where we tell the promise and then we have a slide for the magnetic moti-
vator section.


The what aspect to the 4-MAT system is where you tell your audience
what they need to know to be able to understand the theory behind the
principle that you are teaching. Most coaches running online programs re-
ally lack in this area.

The what section gives your audience the theory of the content that you
are about to cover. If you dont teach people what they need to know prop-
erly before showing them how, they wont retain anything from the tutori-
al. This becomes very evident in high school when you have people cram-
ming the night before a test. Even though they can scrape through, they will
never remember that information again because there was no basis behind

the teachings - there was no context and no understanding.

You are going to learn a system that we use to create highly engaging les-
sons for the clients in our program.

When your clients understand the meaning of what they are implementing,
not only will they implement more effectively, they will retain that informa-
tion for life. If you follow this simple system your content will be so engag-
ing and entertaining that it will cement you and your course as industry

The system you are about to learn has been derived from the genius, Matt
Church. He is a content superstar and we use a simple version of his pink-
sheet to make the process super-quick and super-effective. I remember
the first time I had this explained to me, I had absolutely no idea what the
person was talking about. It literally took hours for me to comprehend the
meaning behind this tool, which I thought was a little funny as it was meant
to be a tool to teach better.However, when my friend finally explained it for
the 14th time and I understood why, what and how it could be used, I vowed
to teach this in a way that was simpler to understand.

Step 1: Every new lesson that you create you need to choose between 3-5
new principles to talk about that will encompass what you need to do to
properly execute the lessons strategy.

Example Lesson Facebook Ads;

Principle #1: Nail Your Audience (Could be a principle where you talk the
audience through how to target their audience properly)
Principle #2: Test The Topic (Could be a principle about getting your audi-
ence to help choose a topic that is hottest for them)
Principle #3: Create The Copy (Could be a principle that teaches a quick
system on how to do effective copy writing in a FB Ad)
Principle #4: Illustrate The Image (Could be a principle that talks about
what images work most effectively on FB)
Principle #5: Launch Small (Could be a principle that talks about how to
manipulate the budget throughout a campaign based on results)

Step 2: For each Principle, you will use the Principle Painter to take your
dull white house and make it engaging. This will help to make the main
point of the principle memorable and of lasting value.

We are going to use the diagram model below to help take our content and

make it amazing.

For every principle you need to list the basic point of that principle, then
choose 1 element from the top row and 1 element from the bottom row and
add it into that principle.

The 4 elements are as follows (From top left to bottom right):

1. Model: The model is where you use a diagram to explain a principle visu-
ally in a way that shows your audience how to master that particular point
and understand it in more depth.
2. Metaphor: (Bonus points if you saw my drawing was of 2 birds and 1
stone) The metaphor is a great way to allow your audience to understand
the principle from another point of view, this gives you the opportunity to
teach the point in the most interesting and memorable way possible.
3. Statistics: Using statistics gives your audience another way to take on
board the point by engaging the more logical left side of the brain.
4. Stories: Stories are a great way to engage your audience, especially when
you can tell them via audio and video. This can really pick up your audi-
ences energy levels.

Even if you choose 1 of these 4 elements to add to your explanation of sim-

ply what the principle is, the quality of your content will be much more


However, 2 elements is the ideal number to properly engage with your au-

Step 3: Make sure that you follow the process for each principle by choos-
ing 1-2 elements for each one.

As we mentioned above, we put our what and why aspects to the 4-MAT
process within a slide deck. The What stage is put into the slide deck by
having a new slide for each of the 3-5 principles. Right before the first prin-
ciple slide, we usually have an introductory slide that either says secret
weapons or winning principles, which looks nice.


The how section of the 4-MAT system goes through the strategy of how
to get the results with the lesson you are going through.

If you dont have a step-by-step process or tutorial on how they can exe-
cute the strategy, a lot of clients will get lost and their confusion will put
them in a place where they wont finish and they simply give up. If you
can have amazing step-by-step worksheets or video tutorials, then your
audience can easily implement the strategy you are teaching them and get
the results quicker.The higher the quality of the strategy and your guidance
within the how, the more your clients will be grateful for your help. This
is because they now know (thanks to the why and what sections) how
important the information you just released to them is.

The ways that you can teach the how aspects of your lessons are as fol-

1. Worksheets - If you are teaching something that is quite intangible, then

getting your audience to complete a worksheet can be a great way for them
to get to a specific outcome.
2. Live demonstrations - Showing your audience a screen-record of your
computer or filming yourself completing the strategy live is an amazing
way to show them exactly how it is done so that they can follow along.
3. Step-by-step checklists - Some people like to be able to follow a step-by-
step guide where they just have to quickly read and scan through the steps
and execute along with the checklist. It is important to ensure that a check-
list is easy to use by incorporating visual references and extra specificity
when required.
4. Workshops - Lastly, because you have free reign on how you choose to run

your course, you could even get your clients to catch up physically through-
out the online program. One of our clients who is a speaking coach, runs a
speaking workshop at the end of her course where people fly to attend and
that works really well.

The important things to make sure that you add to any of the above medi-
ums are plenty of examples and to make sure that you answer any FAQs.
You will always have people who struggle to execute what you are teaching,
so the more you help them with the critical problems that they face and
give examples to follow, the more well off your clients will be.

In regards to the structure of the lesson in our program, we always have an

incentive and theory based video at the top of the lesson and then we will
break the how into a section of videos and necessary resources.

What Now:

The what now section of the 4-MAT lesson has the pure intention of mak-
ing it crystal clear for your clients what execution needs to happen to mas-
ter this content piece. If you just teach them what to do and how to do it
and then leave them hanging, then your clients wont exactly know how to
proceed and they may or may not execute. If your clients dont execute they
wont get results and if they dont get results, then they will associate the
lack of results with the quality of your program.

If you can create a really straightforward list of actionable items for your
clients at the bottom of your lesson, then they will be super clear on what
needs to be done and you will also have a clear base to apply accountability
from, too.

When you implement all of those 4 aspects of the 4-MAT system, you create
a lesson that gets your clients excited to learn it, see higher perceived value
in what you are teaching, fully engage, retain the information for longer,
understand the value to execute better and be 100% clear on what they
have to do to get the results from the value that the lesson shares.

Membership Madness:

At this point in time there are hundreds of online membership based pro-
grams that house content in return for cheap monthly subscription fees.
These programs are usually run with little to no support and made for the

To be 100% honest, Im a little bit repelled by the idea of cheap member-


ship models - I know that the people who join them usually arent invested
enough to implement what they learn.
On top of that, a lot of the time the coach is trying to detach from responsi-
bility of getting the client an outcome.

Having said that, if your heart is in the right place and your goal is to build
the worlds best program for your niche, a program that incorporates fo-
cus, family and fun, then using a membership site to create a world class
framework for your clients can be an amazing thing.
If you can house all of your content for your framework in one place that
your clients can access anywhere around the world, go back to for refer-
ences, provide resources, give a structure to and generally make them feel
the value they are receiving by the quality of the site, then a membership
site can be one of the handiest platforms you can have for your program
and provide the base for the entire course.

Within the membership site there is a specific structure that we suggest

you follow to make the course as seamless as possible for your clients to

Page Type 1 - The Home Page


The goal of the home page is to provide a clear centre for all of the course
materials at any one time. The photo above shows you the home page for
our clients and contains the following features:

- Navigation
- Course logo
- Course banner
- Search bar to find content
- The 4 pillars included in our program
- The 2 bonus sections of our program
When you are creating your site, you have 2 main options.

Option #1: You have your pillars on the home page like we have above
Option #2: You put all of you modules (8 weeks = 8 modules) on the home
page and make it clear which weeks each modules are for.

Page Type 2 - The Category Page


The purpose of the category page is for it to work either as a Module Page
or a Module Directory Page.

If you choose to make your home page a list of the modules, then the cate-
gory page will be used for the modules. If you choose to make your home
page the pillars, then the category page will be used as the module directo-
ry page and then within those pages will be the module pages.

As you can see in the example above, we have used the category page to
show all the specific lessons for that particular week. The features of this
page are as follows:

- Navigation
- Course Logo
- Banner for Module/pillar
- Module Overview video
- Module Summary
- Link to all the specific lessons

Having the category page gives you the opportunity to organise and catego-
rise all the page based on your pillars and modules in the sexiest possible

Page Type 3 - Lesson Page






The lesson page is where you provide all the aspects of the 4-MAT system
to ensure that your clients get the best possible outcomes.
If you set this up right, the value of your course will skyrocket and you will
have happy clients. When clients join your program and see the value that
they have signed themselves up for, they will never regret the decision.

The features that you can include in your lesson page are as follows:

- Navigation
- Course Logo
- Banner for lesson
- Lesson promise (Why)
- Lesson outcomes (Why)
- Lesson Incentive and Theory Video (Why & What)
- Tutorial Videos (How)
- Resource Download Section (How)
- Action Step List (What Now)
- Comments Section (What Now)

Youll notice that we have put a lot of effort into our lessons. Each lesson
features between 2 and 11 videos and we have 6 lessons per week. If you
can put more effort into your course than anyone else, then you will be able
to give more value than anyone else. We have the best course in the world
for coaches around the world without a doubt.

Building Your Membership Site:

The membership site that we have shown you in the image above cost us
$97 to make. When I used to run a digital agency before Winning interna-
tional, we would have quoted around $20,000 for this kind of site to be cod-
ed from scratch and you can get this made for less than $100. The software
that we use is called Optimizepress. This is the same software that you can
use for your landing pages and even your website if you want also.

The entire process that you just learnt to extract your amazing knowledge
and put it into a framework that can be perfectly taught and presented to
your clients will allow you to officially master the Framework section of
the 4Fs to having a world class course. Dont fall into the trap of believing
that you cant leverage your time and you have to teach everything live. Not
only will it rob you of your time, it will rob your audience of the experience
that they could have had if you were to teach the process using the struc-
ture you just learnt.


If you can go through this process and fulfil it properly you will find your-
self at new levels of confidence, knowing that any single person who goes
through the program and implements fully will get results and enjoy the



Within a coaching business, at the end of the day I truly believe that the
success of your clients comes down to your ability to properly focus on
them. You see, when you have a 1-on-1 coaching offering, you spend hours
sitting down with your prospect and coaching them.Even then after all that
effort, a lot of the time clients still dont implement the things that you are
teaching them. The problem here is that even though the client is spending
TIME on such a personal level with the client, the elements that the coach
goes through in that allocated time doesnt sufficiently address ALL of the
areas that should be FOCUSED on in those sessions. The problem that is
struggled with by 95% of coaches, is getting your clients to take action.

The question is not how do you get your clients results?

The question is how do you get your clients to take action?

The very reason I believe that your clients success comes down to how
well you can focus on your client is because focus provides the missing
parts to the level of action that your clients take within your program.

To summarise, no action = no results, no results = no retention or referrals.

In this chapter we are going to breakdown the 4 crucial elements of FO-

CUS that you need to master within the performance of your program. If
you cant get these right then there will be a huge hole in the business that
damages your success. If you implement these 4 crucial elements, then you
are light years ahead of the average coaching program and you will ensure
that your clients are happy and successful.



To have total focus on your clients, it is crucial to be able to adapt the strat-
egies that you teach to help your client progress fully towards their goals
in the most customised fashion possible. If you cant adapt the strategies,
your clients are going to feel isolated, their perception of value will drop
significantly. If your clients cant feel some form of individualisation with-
in the program then they will eventually drop out and they sure as hell
wont refer people to work with you. The problem that we see with our
500+ coaching clients is that many of them either put too much focus on
adapting advice and help for their clients (1-on-1) or they lack any form of
customisation (0-to-many or poorly run 1-to-many).

As a result, when these coaches are trying to grow their group coaching
programs, they struggle because have to continually fill in gaps in the mod-
el using their own personal time for damage control as opposed to being


able to use their intuition and intelligence for systems that can live on and
be consistently executed to have successful and happy clients.

The important aspects to implement the Adapt principle are as follows:

1. Goal Setting: When you first work with a client, it is vital to ensure that
you get clear on that specific clients goals. If you cant understand their
goals then you may be channelling your help in the wrong direction for
them. Its not until you properly lock-on to what your specific client needs
that you can help them to the fullest degree. The education system yet again
provides a great metaphor for us in relation to goal setting. When you are
at kindergarten, you have the next step waiting for you to attend primary
school. When you are at primary school you then have high school as the
next goal to strive towards. At high school you have university as a goal
and so on. The thing is that there is always new opportunities, next logical
progressions and new steps to take and thats what we need for our clients.

2. Progress: Not only do you have to set goals with your clients once, you
have to continually ensure that they are setting new goals and striving to-
wards new heights. One of the most powerful human needs is the need
for growth. The need for growth is the reason that so many people love
playing sport and love going to the gym because you can continually strive
to be better. It is crucial to keep up to date on how your clients are tracking
towards their goals and make sure that they are always setting new excit-
ing goals for the future.

3. Customisation: When you are working with clients in a one-to-many pro-

gram, the big issue is making sure that people are addressed with their in-
dividual concerns. You have to include elements in the program where you
can proactively reach out and give specific advice to someones individual
situation that is directly relevant to them.

If you can create systems to Adapt your brilliance to each and every client
you work with in a consistent and measurable manner by helping them set
goals, monitoring their progress and giving them customised advice, then
you will have a program that extends further than 99% of other coaching
programs out there.

Adapt Strategies:

1. Clarity Session - When you first start working with your client, having an
initial session is a mandatory element to what you do with your program.
When you speak with them you can help reaffirm that they are heading in
the right direction with their focus and the clarity they possess around
their problem area. The first session should talk about any important pre-

frames that need to be spoken about before people enter the program and
you should help them go through the most important aspect to your pro-
gram starting out.

Because you only have a limited time to complete your clarity session, a
really great strategy to get the most out of the session is to have a set of
videos and homework tasks that you can set for your clients to get done
before your scheduled time for your session.

2. Goals Setting Timeframe - When clients sign up, it should be really clear
how often you are going to be realigning and doing goal setting again. For
fitness coaches they often do measurements and touch base personally ev-
ery 4 or 6 weeks. When you work with clients in your Keystone Product, it
would be worth having another scheduled 1 on 1 session at the end of the

However, in most niches it wouldnt be the most regular thing, because at

the beginning you should be goal-setting for the results that your clients
want to achieve throughout the duration of the program. For your Core
Product however, due to the fact thats its usually much longer term, it is
extremely important to have regular, scheduled goal-setting.

In 7 Figure Coach (Winning Internationals Core Product) we have quar-

terly clarity planning sessions that we do together whilst we are at our
quarterly retreats. We then have what we call Parties, where we check in 1
month and 2 months after the retreat to make sure people are still on track
to hitting their goals for the quarter.

3. Proactive Reach Out - Creating a system where you consistently reach

out to your clients at a specific frequency is a strategy that ensure that you
keep in touch often. If you have the right framework around it, this can give
you a really quick, easy and effective strategy to communicate regularly
with your clients so you can adapt the program to them as much as possi-
ble and give them the customised help they need.

4. Webinar - Running a help webinar can be a great way to give people spe-
cific help around problems they are facing and you can use that one-to-ma-
ny time to help give them the custom advice they need.


Being able to provide an amazing experience is such a tricky feat to achieve

as people are subjective.The truth is that experience and personal satis-
faction come down to someones perception of reality. If you can consis-
tently get YOUR CLIENTS to assess their action, then you are proactively

forcing them to look at the truth of the situation, which helps to bring their
experience back to an objective level. So being able to get them to assess
their progress gets them to focus on the good, the not-so-good and the
learnings they have made, so they are always looking forwards and always
refreshing their mindset to the next steps they need to make.

If your program doesnt give your clients the space to look over their per-
formance, then the worst can happen.They may feel like they arent doing
the right things, they wont be able to see the value they have adopted and
they wont reflect on their own personal responsibility in the matter. To
avoid our clients becoming destructive and spiralling themselves out of
control, we have to continually get them to assess. If we can get them to
assess to the fullest degree we will keep our clients in the right headspace
to maximise our program and feel good about the process.

We call the 3 aspects you need to get your clients to look at for self-assess-
ment, the triangle of truth:

Wins: Going through and getting your clients to celebrate their proudest


moments and biggest achievements is very important. So many people are

hyper-critical of themselves and if they cant see the great things they are
achieving, then that means that whilst they are working with you they ar-
ent winning. You have to ensure that they can acknowledge the things they
are proud of. You need to ensure that they acknowledge the results and
wins they are achieving so that they move forwards with a sense of pride.

Learnings: Learnings refer to the biggest takeaways that your clients have
gotten for the last week. When your clients are learning all the amazing
content within your keystone product and going through all the lessons
in your modules, it can be easy for them to get overwhelmed and detach
from how high quality what you teach actually is. By getting them to reflect
on the biggest takeaway they have had for the week, we allow the client to
recognise the impact that our program is having. Its absolutely critical to
direct your audience to talking about the learning they have gained from
YOUR content and not just from their life.

Stretches: A stretch is an area for improvement that you want to get your
client to stretch to improve moving forwards. If you concentrate on the
struggle alone, it comes across in a really negative way.

However, if you can balance that focus with what is going to be done to
improve and the positive results that will come from the improvement in
this area then your clients will be empowered as opposed to disappointed.

When your clients are assessing their progress you can get them to do it in
2 ways:

First way - X3: The first way you can get your clients to answer those 3
areas is by getting them to share 3 of each. So get them to share 3 wins, 3
learnings and 3 stretches. You will get them to reflect on 3 of each if you are
assessing a longer period of time.

Second way - Biggest: The other way you can get your clients to assess is by
getting them to share the biggest main answer for each. Get them to share
their biggest win, biggest learning and biggest stretch. This strategy is ap-
propriate if you are getting people to reflect on a shorter period of time
such as a week or a day.

By getting your clients to assess their own progress, you put them in a posi-
tive state and get them to actually reflect on the learnings they have gained.
This also allows the client to see the value in your program and encourages
them to accept personal responsibility for what they need to do in order to
get better results. Not only does this make for a happier client, it will en-
sure that your clients are always being their best and getting better results.

Assess Strategies:

Webinars - If you do a regular webinar in your program, you can incorporate

assessment into the schedule for the webinar. Its a simple as asking your
clients what their biggest win, biggest learning and biggest stretch was
for the period of time since you last spoke with them (a week or month).
Surveys - You can get your clients to fill out a regular journal-style form
online to collate their answers and see how they are going.
Events/Intensives - If you run regular events in your core program or key-
stone product, doing this activity live and getting people to share their an-
swers can be amazing for the dynamic of the group in the room.
Video Updates - If you get your audience to do a weekly video diary to the
group, then you can get them to share the triangle of truth and then share
what they most need help with right now at the same time.


If you can hold your clients accountable and focus on whether or not they
are taking action and implementing what they learn then you can control
how many people get results in your program. People fail to get results
from a coaching program for two main reasons: firstly, the program has a
bad framework or secondly and more commonly the clients didnt imple-
ment the framework. Even if your content is great, its your ability to make
sure that your clients implement that content that will determine their re-
sults. Those results will determine how people rate their experience with
you highly.

If you can create systems that dont rely solely upon your time that can
make sure that your clients are implementing the content, then you will
have significantly happier clients that are seeing significantly better results.

The 3 areas that you have to incorporate to properly hold your clients ac-
countable are:

Record: To be able to hold your clients accountable, you have to know

what they have implemented so far and exactly where they are at. To do
that, you need to have a system to record all the data of their participation
and implementation. When you are starting out you will most likely have
to do this recording yourself, however, after a short period of time you can
get a virtual or personal assistant to do all of it.

The 3 areas you want to record of your clients to hold them accountable


- Participation: You need to be able to track how much they are utilising
your program, how active they are in the Facebook group, how many webi-
nars they have attended, how often they reach out for help and how many
lessons they have done.
- Action: To truly keep your clients accountable you need to be able to track
how much action they are taking. Action is the one constant that leads di-
rectly to results and its one of the most important elements to track.
- Results: The last area you want to be able to measure is the results that
people are achieving, this way throughout your accountability systems you
have the data to be able to directly correlate action and participation in the
program to the results they have achieved.

Remind: The second element to great implementation is to actually re-

mind your clients if they havent taken action. This needs to happen straight
away to have any effect. If your client thinks that they can get away with not
implementing something and it will take you a few days or weeks to notice,
then they wont feel any sense of accountability and will continue to slack
off with implementation. You can remind your clients through lots of differ-
ent means, in a Facebook group, messaging, text, email or even call, its just
about finding the systems that work well for your business.

Empower: The most important element is having a system to actually em-

power your clients to step up and take action. You can only chase them and
call them out for so long before they start to rebel. How could you actually
inspire your clients to make a decision to implement on their own? What
could you do to ensure that they want to get back in and start taking action?

When you can properly keep your clients in line with the program, you are
giving them the best opportunity to fully implement the framework that
you have set up to work every single time. This will make sure that you
retain the highest number of people in the business and that they are so
ecstatic with the results and experience that they refer their friends into
the business as well.

Account Strategies:

Spreadsheet systems - Recording clients information and data into a

spreadsheet is not only a great way to be able to track their progress, its
also an awesome avenue to be able to see their growth. What better form of
a case study than real numbers in real time? If you are setting up account-
ability for your keystone product you should make sure that you track the
consumption of the product as a main focus and that way you can make
sure people are keeping up. Again, the most important areas you want to
be recording are participation, action and results and this is what your
spreadsheets need to be able to track to have the greatest leverage with

your clients.

Facebook Group - If you have a Facebook group with your clients (which
you should) then tagging clients in a post calling them out on what they
have or havent done is a good way to show them that they wont be able
to get away with not getting stuff done. This is also a good way to get the
family to communicate on the threads to help keep everyone accountable.
Messaging - Email, Facebook messages or even text messages are a great
way to communicate with your clients to encourage, empower or scold
your clients who need their dose of accountability.
Accountability Sessions - Having scheduled events where you catch up as a
small group and go through all of your KPIs and action can be a great way
for people to feel the friendly force of wanting to get their stuff done. If you
do this in a small group where everyone has to report on their action and
progress then people will feel the motivation to get their HW done before
the scheduled time because they dont want to risk the embarrassment.
Others will strive towards impressing and being a good role model for their


The last factor that you need to satisfy to ensure that your clients have the
focus they need to get results and love working with you is for them to
have the proper assistance they need throughout the program. When you
can fully assist your clients to reach their goals, you allow them to build
up a level of trust in you and your coaching business to know that they are
always 100% being looked after and supported.

If there is lack of assistance in the business, then not only will clients lack
the confidence and help they need to get results, you will also be creating
a gap between you and your client. If this gap continues to widen, then the
client will have no hesitation in leaving the business and going somewhere
else. If you can put the right systems in place to make sure that your cli-
ents feel completely supported at all times, then the energy in the business
becomes incredibly positive. When you assist your clients whenever they
need it, you bridge the gap of trust needed for them to see you as the leader
with the answers and you will forever maintain that healthy relationship
between coach and client.

The elements you need to include to completely nail achieve are:

24/7 Support: Your clients need to be able to voice any queries, concerns
or questions at any point in time and be acknowledged. It doesnt matter
whether or not you necessarily solve the problem that particular minute,

but, constant communication and knowing that they are being looked after
is absolutely crucial. Obviously, you are going to be going throughout your
day and channelling focus to grow your own business, so you will end up
having scheduled times to go through and answers everyones questions.
To fully be able to address this aspect of assist, it is important to have some-
one in the business that can answer to people when they reach out. This
particular helper could be a VA or a PA or even a full-time coach in the

However, in the short term you have to do the best you can with the re-
sources you have.

Solve it: On top of the simple acknowledgement of a clients question, it is

vital to be able to provide a solution to every single problem that your cli-
ents encounter within the scope of your niche and offering. When a client
comes to work with you, you need to provide answers. It is really important
that your client does not come away from this without an answer for the
question they approached you with.

Proactive Q&A: Although you are going to be there whenever people have
questions, queries, concerns or roadblocks, by no means does that mean
you are properly assisting your customer. To fully be able to give to your
client, you have to provide scheduled times to spur people to reach out for
help. Just because someone needs help, it doesnt mean that they will reach
out for it. We have learnt this through experience.

Sometimes, a rare outlier will be flying through the program and keep-
ing quiet and then will just spontaneously combust with all these messy
problems that they didnt voice. The thing is that even though issues like
this could easily be solved if the client reached out when the problem first
started, they will feel embarrassed or apprehensive to share so its vitally
important to push your clients to share their unspoken problems so you
can solve them and move on.

To proactively ensure your clients are okay, having scheduled times to give
them the chance to ask questions and have them thoroughly answered is
crucial and will make a massive difference to the way the clients feel they
are being looked after.

Assist Strategies:

Facebook Group - Having a Facebook group where all of your clients go into
to ask questions at any time, report on their progress and updates are put
through is an integral part of your program. This hits so many of the nec-

essary elements to having a world class course. Anytime someone has a

question it can get put straight to the group, so that it is answered promptly
and often without impacting upon your own time.

Scheduled Responses - As opposed to being there 24/7 waiting over your

keyboard to respond to anyones question, you can make this a very time
effective exercise by responding to people at scheduled times of the day or
whenever you are having work breaks throughout the day.

Webinars - If you have regular webinars in both your keystone and core
products, then inserting a Q&A time throughout the presentation is a very
effective strategy to make sure that people have the opportunity to reach
out for support. If you client has a question, query, concern or even a road-
block, if its brought to the group you can solve it in a way that benefits

1-Percenters - One the best ways to give assistance to your clients is by

going the extra mile. This could happen in any medium in any way. As an
example, one client of ours just wasnt getting into gear, so I gave him a per-
sonal hustle test. I told him that if he passed it I would let him work from
our HQ for a whole 3-month period rent free.

Small things like that that go a long way. Gary Vaynerchuck, a social media
guru and owner of a multi-million dollar wine company, once drove for 6
hours to give a client a late order. Your ability to go the extra mile is what
separates you from your other clients.

We have just covered the 4 key elements to focusing on your clients in a

way that gives them the proper attention they need in a one-to-many pro-
gram and the 12 micro points that you need to cover to implement this
crucial factor perfectly. You now have the tools needed to avoid frustrated
and lost clients and turn them into the worlds most supported, successful
and happy clients.

Now that we know exactly what needs to be included in the focus prin-
ciple to achieve the right level of service and results for your clients, your
job is to implement the strategies you have been taught to master each
element from a 80-20 perspective.

So many coaches will get really overwhelmed when it comes to making

sure that their program is high enough quality. The advantage that you
have now is that you know what needs to be put together for an incredibly
high quality program without a ridiculous amount of effort and months
of preparation. At this point you have to urge yourself to avoid the trap of
trying to perfect things, as opposed to just implementing a quality base and

continuously adding to the program quality as you go. The other thing that
you need to realise is that perfecting the systems and experience around
them shouldnt be fiercely acted on until you are already at $500,000 PA in
the business revenue.


One of the most powerful attributes of a world class coaching program
comes from your ability to take your group, team and clients and turn it
into a family. If a coaching group lacks a community it is weakened substan-
tially straight away as people dont feel connected to anything, they just feel
as though they are a part of a business system. Because people buy people,
if your program doesnt have that element then there is nothing spurring
them to want to stay a part of it.

If you can take your program and grow the audience into a tight knit group
of people who work together as a family, you create an unbreakable bond
that helps people get better results and love the experience. Think about
when somebody has that crazy thought enter their head of moving inter-
state or to another country. They are full of excitement at the possibility
and they are convinced that this could be the next chapter in their life and
an amazing journey. All of a sudden, however, they remember they have
their family here, their friends here, everything they know is here in their
home town. They feel that instead of adventure, they will find loneliness.
Instead of love, they will find fear.

A lot of what motivates us as human beings goes back to our tribal instincts.
Wanting to stay in numbers is literally built into our genetics and part of
our identity, because most of our conditioning is built around survival and
your chance of surviving is always greater in numbers.

Your program and coaching business needs to be the family that your cli-
ents are looking for. It needs to be the place that they go to where they can
be their authentic self, where they go to be picked back up when they are
feeling down and the place they go to share their exciting news!

The other crucial element to building a family in your coaching business

is the importance that environment plays in the success of your clients.
One of the biggest things that will determine the success of your coaching
clients is your ability to install belief into your clients. The biggest way to
improve belief is via environment, which we will discuss more in the next
chapter. If you have 1 happy client who shares a case study in the group,
then all of the clients are made more happy. You build a tribe, all focussed
upon the same goal. Your ability to build a tribe will make or break your
ability to build a 7-figure coaching business.

You are about to learn how to build a family that lasts in your coaching


The Family Former:

The 3 areas that you need to master when you are creating your family are:

1. Interact
2. Initiate
3. Induct


The foundation of the relationships that you build in your coaching courses
stems from your ability to create an environment where you can interact.
If you dont give your clients the right opportunities to interact, then they
wont be able to build positive relationships and although they might be in
the same space, they will be more associates than family. If you cant get
your clients to interact, youll have a stale and boring environment. If the
environment isnt interactive and warm, it promotes coldness and this will

create a negative association in the group.

If you can put in the foundation and elements for your clients to interact to
the fullest extent then you give them the tools they need to build amazing
relationships that will be the glue to holding your program together. If you
can create amazing relationships in the group then you will boost your re-
tention a great deal.

The following elements are key to having good interaction in your group:

Facebook Group - Having the Facebook Group is absolutely essential to the

process of getting your clients to interact because it provides a central hub
of communication. It is a place where your clients will spend a large chunk
of their time anyway and be able to participate easily. The Facebook group
works incredibly well because its so easy to get around and support each
other when someone has a win and then empathise with someone when
they have a loss. This ability to quickly and easily communicate with the
whole group creates an exponential strength of connection between the

Retreats/Intensives - Although you will be able to have a ton of connec-

tion and interaction through the Facebook group, when clients enter your
core program it is hugely beneficial to take the level of connection to new
heights by catching up in person. Intensives and retreats give you the op-
portunity to have a solid chunk of time together, to work hard through new
frameworks, learn together and to get your clients to really connect with
each other on a much more personal level.

Webinars - The success of a webinar is largely determined by how interac-

tive you can make it. Webinars are designed to have the same effect that a
seminar could have, only you are running it so that anyone in the world can
tune in from the comfort of their own home. If you can ensure that you have
huge interaction in the webinars that you run with your clients then it will
give you the opportunity for you to connect with your clients on a whole
new level and keep that same fun vibe that you have with your clients at
retreats and in the Facebook group.

Units - The last strategy that I would suggest using to maintain success-
ful interaction within the group and really extend that family culture is to
build what we call units. You can create smaller groups and put your cli-
ents in these groups (<5 people) and then these groups can be their own
little unit where they extend the positive atmosphere, help keep each oth-
er accountable and have heightened interactivity. This gives the people a
chance to communicate with people on a smaller scale that may be more
open for them to fully share. You can also improve the units by having reg-

ular scheduled meetings with them or even get them to catch up together
for their own meeting.


The key to having a consistent family culture in your group is to have a

bunch of stimuli that keep reminding the group of how important the fam-
ily is. If you cant continue to have initiators in the group then it becomes
easy for the strength of the culture to dip or head in a different direction.
If you cant maintain the culture then the entire group loses its power and
the positive effects for all the clients in it. If you can maintain consistent
initiators in the group then you can keep the culture strong and the clients
positive and moving in the right direction.

I want you to think back to your time in high school or even university and
to remember the funny thing that happened with your relationships with
teachers and how that impacted culture and behaviour in different classes.
There were some classes where the teacher set a really positive culture
and the students were well behaved, had fun and got things done.In con-
trast, there were some classes where the culture was one of misbehaviour,
breaking the rules and pure chaos. Your groups will be the exact same way
if you cant help form the positive culture necessary for your clients to get
the best results.

In this section you are going to learn how your ability to consistently pro-
vide elements to your program that initiate the right culture will determine
how well your clients work together as a family.

The factors that directly impact your ability to initiate positive culture are:

1. Values
2. Physical stimuli
3. Language


Values are the single most powerful strategy to help form a culture within
a group of people.
Values are something that was missing from my armoury for many years in
my business teams and if I could go back in time its something that I would
have implemented fiercely. It would have saved me a lot of hard work and
heartache with specific clients.

Being an introvert in high school and going into business quite young, I
didnt get a great deal of experience on what it took to be a good leader and

manage people well. Nevertheless, it has been something that I have stud-
ied and implemented fiercely over the last few months to patch the hole in
my abilities in that area. If you can properly use values as a tool of initiation
in your business then you will be able to control the entire culture of your
coaching business.

Values Creation Process:

Use the following steps to form values for your coaching business, ensure that
you are decisive and understand that these can change and evolve over time.

Step 1 - Brain dump: The firsts step is to get everything out of your head
and onto paper by answering the following question: What are all the out-
comes and behaviours that you want your coaches to live by to get results
and have an amazing experience in our coaching program? You really want
to think strongly about what is most important for your clients to live by in
your program.

Step 2 - Grouping: Collate ALL the points into 5-7 main values that you want
to hold strongest in the culture that your coaching clients live by. You can
list them and word them in any way that you want at this stage.

Step 3 - Format: Take these 5-7 values and turn them into a powerfully
structured format. Every value needs to have 1 word that summarises that
value and then a powerful statement that summarises what the value is
about. Use the example below of the Winning Values that we hold in our
business to get an idea of what some strongly formed values look like:

Winning Values:

Love We always love our team and clients unconditionally!

Action We take consistent and focused action to win in the long-term!
Courage We embrace fear and celebrate progressive failure!
Happiness We always laugh, dance, sing, hustle, scream and move!
Honesty We take responsibility for our growth and are always honest!
Performance We are warriors that always get the result at any sacrifice!
Legacy We live with passion to fulfil our mission and die with pride!

The strategies of how to use the values are as follows:

Weekly Values: A great strategy to get everyone using your values regularly
is to get each client to choose a value each week. This value should sum-
marise the positive value they want to keep at the front of their mind while
they try to get the most out of the week. In addition to choosing the value,
you can get them to elaborate on why they want to embody that value for

the week and how they believe their week will look while they are adopting
that value. They might also explore the roadblocks that might come up and
how they would handle them by adopting the value.

Rewarding: if people are implementing the values well, it is super-import-

ant that people are acknowledged for their awesome work. If people can
build a positive association for the implementation of the values, then they
are going to continue to want to do it more and more. Not only will that
specific individual want to use that value more and more, everyone who
sees that positive recognition will also start to understand what we look
up to.

Stretching: As well as rewarding someone who does something great for

the values, it is important to point out when people break the values. This is
absolutely essential to do but it needs to be done in a constructive manner
that helps the client rather than punishes them. The towards and away-
from combination of feedback on the values will give constant clarity on
what the values should look like and this ensures that the culture is well

Physical Stimuli:

When people join the business, the way that they feel about the culture can
be dictated by the physical reminders. The more physical reminders of the
fact they are in an exclusive group, the more positive anchors the clients
can develop towards the culture.

Physical Stimuli Strategies Include:

- Exclusive Gifts: If you reward your clients with physical gifts for being a
part of the program and succeeding in the program, it allows the clients to
have a bunch of tangible objects that remind them that they are in an exclu-
sive family. If you were to give away a specific diary that people get access
to in the program that is really well made and exclusive, it adds that extra
element of quality to the program. This can be incorporated in a small way
in the keystone program and in a much bigger way in the core program.

- Design: If you design all the product material in a consistent way that
makes the clients feel as though they are getting access to exclusive fea-
tures then this boosts the coolness and culture in the program.
If your membership site, Facebook group cover photo, branded material
that people get sent out when they join and everything in between is su-
per-exclusive and customised then people will feel a sense of collective cul-
ture that radiates throughout all the physical stimuli.



Language is one of the most important ways to incorporate constant ini-

tiation of inclusive culture with your clients. The more consistently that
the clients hear that they are a family, the more they will feel like they are
family and the more they will be a family.

Ways to use language as an initiator of culture:

Posts - Putting up family love pictures in the group showing gratitude for
your clients. Talking about the power of having environment and praising
all the individuals to highlight the opportunity that everyone has to utilise
the energy from the group. Any posts that you put up to suggest and en-
courage the strength of the people in your group.

Webinars - Every single time you run a webinar to your clients, just taking
every opportunity to refer to the group as family gets everyone to take
pride in the power of the collective that makes up your coaching program.

Videos Every time you do a video addressing the group as your family
contributes enormously positive energy to the clients and really boosts the
morale of the people.

Retreats/Intensives - Whenever you get the opportunity to get together for

one of your retreats (mainly a core strategy), its crucial that you address
everyone as the family. It is also important that you dedicate a whole seg-
ment of the time to talking about the power and awesomeness of the group.

The third factor that needs to be incorporated for people to become a fami-
ly in your coaching business, is the importance of inducting people into the
program and introducing the properly right from the very beginning. If you
have ever played golf you will understand the importance of starting well.
If you have ever been a club golfer, someone who is a member at a club then
you most likely would have played with that person who constantly gets
angry when they are playing a round.

It might be funny to watch, but what usually happens is that someone starts
badly by having a really bad first few holes, then they blow their stack and
spiral out of control for the rest of the round. You see, the bad start sets a
negative vibe for the entire rest of the round. By the same token, if you can
get off to a good start then the momentum can be contagious.

When it comes to the culture in your coaching program, the way that peo-
ple are introduced into the program strongly dictates the way that they

feel and behave in the program from that point onwards. If you can set up
an amazing beginning to the program in regards to the way that everyone
interacts then the relationships are going to get stronger and stronger as
the program progresses.

The systems that you can put in place to promote a positive induction are
as follows:

Introduction videos - Whenever someone joins your program it is crucial

to get them to introduce themselves to the rest of the clients through vid-
eo format. Whenever someone posts an introduction video, its important
that you jump on and give them a massive welcome and thanks for joining
the program to encourage the other clients to follow suit and continue the
encouragement. The more encouragement at the start, the better the en-
couragement will be throughout the entire duration that they are a client
in the course.

Welcome videos - If your clients introduce themselves to the group, you ob-
viously have to welcome everyone as a collective into the program and use
this as massive opportunity to sell the experience and results they are go-
ing to get in the program as well as pre-frame the importance of the family.
This video gives you an opportunity to show the vibe of the program, too.

Group adding - Its important to make sure that everyone not only connects
in a group fashion within the program, but that they also connect on a per-
sonal basis. Making an initial piece of preparation homework to add every
single person as a Facebook friend is an awesome way to get everyone to
connect early on. Make sure that you remind them that the family is every-
thing and the support that they get from everyone is going to make a mas-
sive difference in the results that they experience in the program.

Induction videos - When people first join a program you have the opportu-
nity to induct them however you like. One of the most powerful and lever-
aged ways to do this is via a series of 1-5 videos that takes them through
the most important elements in the program. These videos would reside in
the membership site and you can set them as homework for your clients
to watch before their first session with you. This gives you the opportunity
to pre-frame the values, the culture and the importance of the community.

The Casual Agreement - In every first session that we do with clients we

take them through a casual agreement. The whole purpose of this is to uti-
lise the opportunity of your first session with you client to come up with a
mutual agreement on what both parties (you and client) are willing to do
to help the client get results. You do this by pre-framing the purpose and
importance of the casual agreement and then you list off all the factors that

you are going to do (the program inclusions) to make sure that the client
gets results.

After you go through your responsibilities, you then go through all the cli-
ents responsibilities to make sure they understand the clear requirement
from them in the program. This will include taking action, participation in
the program, interactivity in the group and supporting peers as a family to
get results. This is your big opportunity to talk about the family and level of
support everyone puts in to get results.

After you have properly kicked off the way that the culture and family should
be with your coaching program, not only have you set off some awesome
boundaries, but, you have created an incredibly safe and fun space to work
together in throughout the process. By getting the family element nailed in
the program you are setting yourself up with an unbreakable bond that will
hold your business in such a positive light as well as boost retention and
referrals into the family in a huge way.


Have fun and the learning will come.

The most important aspect to life is to enjoy the process. Our time here is
finite and people want to spend their time having as much fun as possible.

When I started Winning International there was a huge lack of fun, to be

completely honest. I was so wrapped up in getting clients results, that I
would push them and push them and despite getting great results, the sim-
ple reality was that it was too much too quickly and it wasnt a sustainable
amount of hustle. We very quickly learned that if you dont balance results
with experience, then you wont have your clients stay very long.

In this subchapter we are going to cover ways that you can make your pro-
gram fun.

Making things fun when you are starting a business can be a tricky aspect
to master.

Lets breakdown some of the key ways that we can incorporate fun into
your programs.


The first thing that you need to consider when it comes to having fun, is
that EVERYTHING in the business stems from you. The way that people act,
the speed of implementation, the accountability, the vibe and culture - ev-
erything. If you want the business to be fun, you need to have fun yourself!
Think about all the areas of the coaching program. You have the framework
and content, the webinars, the Facebook group and the one-on-one ses-
sions. The way that you act within all of those different mediums can either
be stale and boring or fun and exciting and its completely up to you.

The biggest mistake that coaches make is thinking that because you are
running a coaching business that is has to be serious. This is not true, you
can choose to make things as fun as you like. The more genuine and fun it
is, the better the quality of your content is.


If you are running a core program, running retreats and intensives can be

such a great way to have heaps of fun. You can do dinners, activities and just
have fun together. The reality is that people who are willing to put them-
selves into a program to develop themselves are usually pretty awesome
people and the fact that you get a bunch of like-minded people together in
the same place is a massive opportunity to build friendships that can last
a lifetime.

When we run retreats for our 7 Figure Coach clients, we have one day
we call a super-happy-fun-day and we do a bunch of fun activities. In our
last retreat we were on the Gold Coast in Australia and on our super-hap-
py-fun-day we took all of our clients to Dream World which is a massive
theme park. We had so much fun, it was awesome!


Another thing that you can do is have get-together for your clients. This
could be based on something seasonal like a Christmas party, or it could
even just be a fun event for charity. The more opportunities that you have
to do fun things with your clients the more fun that everyone will have.


A really cool way to make your program fun is by adding gamification to

the mix. Gamification is a technical term that means to add elements to the
program that makes the process game-like.

You will notice that when some people play video games, they get absolute-
ly addicted. They will sit in front of the television for ages. The reason that
kids get addicted to games is because it always challenges you to grow and
develop and move to the next level. How can we use this same addictive
element to your program in order to help your clients achieve more in their
area they are trying to improve?

We have a reward system in our core program where people progress

through different levels by showing positive signs in their business. Going
through this process and then handing out the awards to people when
they take really great action is an awesome way to mix results with experi-
ence and have heaps of fun.


When you are getting people to go through your framework, there are plen-
ty of lessons that arent as tangible in the implementation aspect and you
can add fun metaphorical activities into the mix.


For example, if you are talking about embracing fear, you could make it
mandatory that everyone of your clients records themselves singing a song
and posts it to Facebook. Everyone that does that task will share them-
selves singing in your programs secret Facebook Group and everyone will
have a massive laugh.

You should be creative and come up with a bunch of fun activities that peo-
ple can do throughout your program.


To make light of the goals you are trying to achieve, at any time you can
choose to fun little competitions for whoever takes the Most Action or
whoever generate the Best Results and the have a fun prize at the end.

A fitness coach might run a competition for whoever can do the most
burpees in an hour long period and then give the winner a tub of protein
for example. A sales coach might run a live sales day challenge, whoever
makes the most sales in a 24-hour period and then give them a 1-on-1 sales
script writing session for whoever wins.

Making sure that your program is super high quality and results based is
super important, but, at the end of the day, the more fun we can make it, the
more people will want to be a part of the process and this is going to boost
your retention and referrals. This is your chance to put the cherry on top.


Use your heart to create a work of art. - Ryan Magdziarz

When you have taken your coaching business from nothing to a point
where you are changing lives and making over $500,000 each year, it is one
of the most liberating feelings you can have.

One of the most exciting things about having your own coaching business
is the creative freedom that you have to craft your courses in a way that
provide the best possible experience and results for you and also the best
possible results and experience for your clients.

A lot of coaches and business owners take this for granted and kind of look
at their business like a chore. The most fun for you in your business can

come directly from using your heart to turn your program into a work of

When you can incorporate the 4Fs to making your program a world class
performance and give your clients the joys associated with experience and
results, you will have a program that continually grows from retention and



How to grow 100x faster than the average
business owner.
The newbie entrepreneur focuses his attention on the tangible strategies,
the master businessman knows that it is in fact the intangible that always
determines the winner. - Ryan Magdziarz

When I first got started in business many years ago, I had the belief that
it was going to be incredibly hard to succeed. I used to look at successful
business people as being few and far between. Being young and ignorant, I
used to believe that there were literally millions of people that didnt make
it in business and a select few that did. Because I had a lot of nerves that
were complemented with a lot of guts, I had a crack at business anyhow.

When I entered the game, I went in believing that it was going to be very
difficult to win. This put me in a position where I was actually afraid of suc-
cess and my belief was that I had to have an incredibly good idea to make
business work. I was always terrified of taking action and trying new things
because I was nervous that they wouldnt work and was scared that the
failure of one particular campaign would prove the inevitable fate that my
business idea wasnt good enough or I wasnt meant to succeed in business.

This part of held me back, paralysed me and stopped me from making de-
cisions and taking the necessary steps for me to succeed in the first place.
Throughout my journey in business, I learnt a lot about what it took and
didnt take to be successful in business. I learnt these distinctions by exam-
ining the people around me who were succeeding.

It was interesting because as I started to see what it took to ACTUALLY be

successful and it was the opposite of where I had always put my attention.
I remember being at an event shortly after I had started in business and
I met a man who was doing over $500,000/year in his business. He had
grown to that point in less than 12 months of starting this new venture.

At this seminar we were really taking a lot in and learning a ton of great
new advice and it was a small room of less than 10 people.

I remember being super excited to take what I had learned and apply it to
my website design business. I was pumped with all the new strategies and
advice that I was able to learn at this seminar and when I got back to reality
things did start to pick up a little.Unfortunately however, my level of appli-
cation on what I learned was little to none.

A couple of years later I caught up with my friend from the event who had
been doing $500k at the time. It was awesome to see him and I asked him
what was happening.He said, Yeah not too bad - he was doing close to 7

I couldnt believe it, I was literally in awe. I remember asking him what the
secret was to his success. He said that a big part of it was implementing
what we had learnt at the seminar where we had met.

I didnt understand at the time, we had been at the same event and learnt
the same things and he had gone and taken his business to 7 figures, where
I had only taken mine to 6 figures.

It was all the intangible things that made the difference between both of
us. Sure, we had both learnt the same strategies, but, where we were at
mentally and in our intangible business skills were vastly different and this
is what made ALL the difference.

It was at this moment that I started to reverse engineer all the reasons that
he and others who had experienced crazy growth in their businesses suc-
ceed. I went on a mission to figure this out and I did.After spending years
trying to figure out what created success in business, especially on the road
to getting to 7 Figures and I figured out the secrets.

There are 3 things that you have to fully understand and implement in your
life to be able to win at the game of business.

As a coach, its so important to see the importance of success for you. You
arent starting a post-stamp business or a dog collar business, you are cre-
ating a business that has a lot of people counting on you.

PLEASE, I urge you to treat this chapter the most seriously, to take the most
amount of notes and to process with the most focus.

These 3 factors are something that I neglected to listen to and see the signs
about in my first few years of business and for that reason it took me a few
years to begin to actually grow and succeed. The moment that you adopt
these 3 not so secretive secrets into your life and business, you will be able
to take complete control over your outcome. You will literally be able to
choose how quickly you want to grow, it doesnt matter the number or the
speed, it just matters how dedicated you are to the 3 principles we are go-
ing to be covering in the next 3 chapters.

So many people will read these pages, even hearing what I am saying right
now and still not take these principles on board, despite the fact that if they
arent implemented you will be sabotaging your success. Read, take notes
and implement the notions within the next chapters because I tell you now
with all my heart and experience that these strategies will make the differ-
ence between your success and failure.

The 3 areas that we are going to be covering in this chapter are:

1. Focus
2. Action
3. Certainty



The man who chases two rabbits, catches neither. - Confucius

When it comes to focusing, I am someone who has had first class experi-
ence in what NOT to do.

As I mentioned, I have started more than 10 businesses since I started

down the road of entrepreneurship and that is NOT something that I am
proud of. Focus is something that I didnt understand. I would look at peo-
ple like Richard Branson with over 200 businesses and I would assume
that starting multiple businesses and running multiple businesses at once
was the way to go. At one stage I was running 5 businesses at once and had
more people wanting to partner up to launch new things.

It was crazycrazy stupid.

The thing was that this KILLED my success, I invested over $30,000 (most
of what I had at the time) into one of the businesses, I was using the web-
site business as a cash cow, I had a dating coaching business, I was involved
in an app business that myself and a few other guys launched that had
100,000 new users in the first 4 weeks and another business in the fitness
industry where I did the marketing and a friend of mine did the fulfilment.
This entire process hurt, it really did. It sucked up ALL my cash and energy
and set me back further from achieving what I wanted out of business.

I dont believe that I went through all that for nothing, I believe that I went
through it so that a group of other people dont have to suffer for the same
simple mistake that I made. Because, if you can lock in proper focus with
your coaching business, focus in ALL of its definitions then you will achieve
your goal years faster. You will love the process, be able to generate cash-
flow more quickly and ultimately impact more peoples lives.

In this subchapter we are going to be covering the 3 main areas of focus

that you have to master.

You see, the real reason that it was so easy for me to launch new ideas and
get involved in other businesses, was because I was avoiding the one thing

that I really wanted to do in life. That one thing was to make an impact, be a
thought leader and help other people as much as I possibly can.

When I was running the website business I wasnt helping people with what
they really needed, I was purely delivering a service that people thought
they needed, as opposed to helping them develop the skills needed to ac-
tually take control over their business. I wasnt following my dream. If you
cant have the courage to follow the true path you were destined to follow,
then not only will you always struggle with focus, you wont achieve the
level of success and fulfilment you deserve.

I still remember my final year of high school, as an 18-year old year 12 stu-
dent sitting in our large hall with all 400 other students listening to one of
our teachers talking about the normal career path you could expect to take.
It is completely okay to change what you are doing. Most people change
careers 4-5 times throughout their life now anyway.

Its funny because at this stage I had already started in business and I be-
lieved that what the teacher was saying was true and completely normal.
It kind of put the idea of struggling with the wrong idea at ease, because
thats just what happens anywayright?


The only reason that people struggle with their careers so much is that
they never spend the time to dig deep into what their true passion, purpose
and power is in life, they choose their path based on academic performance
in particular high school subjects. The bad news here is that if you cant get
real with your passion in life, then your business path will be short lived
and incredibly inconsistent. The good news is that out of anybody coaches
are usually the best at this phase of the focus model.

The Dream Ladder:

Right now in your life you are either on a ladder or contemplating which
ladder to begin to climb. 99.9% of people climb the wrong ladder in life
and follow a path that isnt their dream. The interesting thing here is that
although this model can be seen subjectively, it is quite straightforward:
you are either on your dream path or you arent. A lot of people think that
they can just climb up the ladder on the right and then build a little bridge
across where they can just resume on the path to their dream later on.

For example, maybe your dream is to have your own business in the fitness
industry, but you believe that working in corporate for a few years and sav-
ing up the necessary funds to open up the gym is the right path for you

There is no bridging across and I honestly believe with all of my heart that
if you even spend A SINGLE SECOND on the wrong ladder you are wasting
your time. The truth is that every single second that you spend Not on the
right ladder will take you an extra second to achieve your dream. So if you
spend 3 years in corporate then it will take you 3 extra years to get your

facility up and running to the level you want. It makes absolutely no sense,
however people still do it.

As a coach, you are on the RIGHT ladder, you are pursuing your path to your

The reason its so important for you to understand this model is because
most coaches along the path of success will struggle, meaning that they
wont be making enough money or they will be working too hard. When
coaches struggle, they will either consider throwing in the towel or climb-
ing up the wrong ladder to get to the point where their coaching business
is successful. The reality is that this is a trap. Understanding the impor-
tance of choosing the right ladder is paramount to ensure that you hit your
dream destination as quickly as possible. If you can push through the hand-
work or cash drought by staying on path and consistently take the right
actions in spite of failure, then you will hit your goal so much faster, be so
much stronger and in the long run take your personal success and holistic
impact to a whole new level.


Running east looking for a sunset, I dont care how positive you are, I dont
care how hard you work at it, its not going to work, its the wrong strategy.
- Anthony Robbins

After we acknowledge the importance of getting on the right ladder in light

of having proper focus, its then important to set yourself up with the right
structure that ensures you balance your passion with profitability. So many
business owners and coaches get started in business with an ineffective
structure. Business is a hard enough test as it is without having the struggle
of working towards something that will be near impossible to make prof-
itable. If you fall set up an ineffective model its like chopping off your legs
right before running a marathon.

There are an endless number of structures that you can implement as a

coach and youve been lucky enough to get the insight into the models that
ALL of our clients execute to get themselves and their clients the absolute
BEST possible results and have the most amazing experience. On the flip
side, if you can adopt the right structure for your coaching business then
you will taking action with a missile launcher that has a lock-on target
system and be amazingly successful.

There are 2 main factors that you need to master to be able to have the
right structure for your coaching business:
1. Profitable Niche - As we covered in chapter 1, you have to ensure that you
channel your efforts into a niche that is 100% profitable for you that also
aligns with your passion. If your niche isnt profitable, people wont buy
your products and your business wont be profitable.

2. Focused Model - Even if your niche is perfect, if you dont have a model
that is focused and you choose to act as a scattered-coach, then you may
make sales, but you wont generate your clients the best results and you
will be sacrificing massive profit as a result.


The biggest struggle with focus doesnt come from starting with the right
foot forward, it comes from your ability to keep moving one foot in front
of the other without deviating from the path. Whenever coaches choose to
deviate away from their niche or business model it usually comes from a
need for variety.

As we know, variety is one of the 6 human needs and it has to be pres-

ent within your life or you wont be able to feel happy. What I need you to
promise me that you will do is NEVER, EVER attempt to gain variety from
sacrificing focus. The truth is that there are millions of ways to get variety
into your life and you can fulfil that need in any way that you like EXCEPT
for sacrificing your focus. Once you have got that focus, it is the best feeling
in the world. Every piece of action that you do within the business helps
take it to the next level. Every time you channel energy into the business
by taking action, you literally add to the equity of the brand, you grow the
business and the momentum in the business is ALWAYS compounding.

If your business is always moving forwards that means your income, your
impact and your independence are always getting bigger and better. This
is one of the things in my life that I am most grateful for. Being in a posi-
tion where I love what I do, my income always increases, my impact always
increases and Im constantly challenged to grow and go to the next level -
there is no better career set up in the world, in my opinion.


Action precedes clarity.

When I was examining the reasons behind one of my friends going from
nothing to almost $7 million dollars per year in only 3 years, the evidence
was beyond transparent. He finally got focus in life and he simply took a
ridiculous amount of action in his business.

You can look at action in 2 main ways.

The first is taking the approach that this is frustrating because its obvi-
ous and its kind of annoying because you are nervous of taking action and
were hoping that there was a quick way to make things work. If you choose
to look at action through a negative lens then you instantly give up power
over your opportunity to control the speed at which you grow.

The other way to look at things is to look at taking action as an opportuni-

ty. When I first realised that it was action all along that produced results,
what it enabled me to do was make a declaration to improve the amount of
action that I took. This decision was the most freeing and liberating feeling
that I had ever had, to finally lose all sense of confusion and uncertainty
and to finally have the understanding that I was the owner of my own des-
tiny 100%.

When you get to this place, you have taken the first step to completely own-
ing your success and being able to form the habits necessary to grow as
fast as you like. In this subchapter you are going to learn how you can grow
100x faster than the average coach and business owner.

A key distinction that you need to understand before progressing into

learning what it takes to grow as fast as you like, is the definition of what
action actually means. The formal definition of action is: the fact or pro-
cess of doing something, typically to achieve an aim. When we look at ac-
tion in light of growth, the definition is slightly more specific.

ACTION: Completing a specific task that works ON the business and helps
it grow.

The important thing that needs to be realised here is the difference be-

tween working ON the business and working IN the business. When you
are working ON the business you are working on a task that helps the busi-
ness grow, whereas when you are working IN the business you are working
to help the business sustain. For example; building a system that helps your
clients join your program effectively is working ON the business. Actually
contacting those clients is working IN the business.

IN: Operating, planning, admin, accounting, procrastination, replying to


ON: Marketing, sales, systems, keynote presentations, hiring staff.

When we are talking about growth and action throughout this subchapter,
it is crucial that we understand action for its true meaning of working ON
the business growth activities.

100X Faster Growth:

If you look at the 100x faster growth diagram it explains what you need
to do to grow 100x faster than the average business owner or coach. The
simple truth in business is that the only possible way to get results is by
taking action, period! There is no other way to get results. So if you dont
take action you wont get results. If you take action you will get results or
at least feedback (more on this distinction to come). When you think about
the average business owner, they dont really take that much true action
in the business, I mean, they do a lot of activities IN the business, but they
dont really work ON the business much. In fact, if you look at the above di-
agram and think about the example of a normal plumber. Lets think about
how many ON the business activities they may do in a year.
A plumber might:

- Get sign writing on their ute

- Get a website built
- Put an ad in the yellow pages
- Pay an SEO expert to help

If a plumber was able to get all those 4 things done in 12 months, they
would most likely think its been a good year. They would probably be quite
proud. So the average business owner is doing 3-4 growth actions each
year. As we know, every time the business owner takes that kind of action,
they get some kind of results.

Lets think for a second, if they are doing 3-4 pieces of action per week,
then if we were simply able to take one piece of action every day for the
whole year, then we will be taking literally 100x more action than the av-
erage business owner. If you can take 100x more action than the average
business owner, that is a LOT of action, we call these people, ACTIONEERS.

So we have a pretty cool range here, you have average which is 3-4/year
and we have actioneer, which is 300-400 per year. The truth is that just
deciding do 100x more than average isnt a simple feat.

You have been living your whole life in a way that you operate 99.9% of the
time based on prebuilt habits. From what you when you tie your shoelaces
to how your react when you hear someone laugh, to the way you position
your hands when you are delivering a presentation, everything is a habit.
What that means is that it isnt just as easy as choosing to take a lot more
action. If you can even just do 1 piece of action ON your business per week,
then you are more than 10x ahead of the average coach.

One thing that really puts things into perspective for me is comparing busi-
ness to sport. Professional sportspeople put in 100%. When they play, they
play their absolute best. On the other hand, many business owners do not
put in 100%. When they go into the office, they give on average 10% or
less - they arent running in there, filming videos, running seminars, mak-
ing sales calls and sweating whilst they give it their all. They waltz into the
office, check Facebook, do some planning, check some emails and fulfil the
services that came through for the week and then procrastinate on taking
more action.

Can you image if people played basketball like most business owners
played business? There would be people laying down on the court, kicking
the ball, holding the ball for 5 hours at a time and not moving, players leav-
ing the court to get food and there might be 1 or 2 shots for goal the entire
game. Its insane, but this is what actually happens in the game of business.

You see, if you actually understand how HUGE the gap is between where
you are now and where you actually could be as an actioneer then you will
take action.By becoming an actioneer, you will become one of the biggest
people in your industry within a few year without a shadow of a doubt.

Steps To Success:

You are about to learn the truth around how your business growth works
and how you can control it. The truth is that there are key distinctions that
you need to have before taking more action and for this reason, what you
are about to learn I believe is the most powerful teaching in this entire

If you dont understand this principle you are going to be at the mercy of
your habits. If you adopt what you are about to learn in its fullest, you will
have a shortcut to taking more action and this will allow you to create new
habits with the way you take action. Proper adoption of this model will
turn you into an implementation machine that succeeds quicker than most
people comprehend and this is the secret you need to understand for you
to truly have the impact you want to have in the world.

The fact is that every single coach that has found true focus has their own
staircase. I want you to image for a second staring up at an outdoor stair-
case that has thousands and thousands of steps on it, a staircase that con-
tinually progresses further and further up all the way into the clouds. Ev-
eryone has a staircase for their own business that is the exact same length
and that length is infinite, there are an infinite number of steps. There are
no limits on your growth at all, you can continually grow forever, if you like.

The cool thing about these steps is that every time you get up another 20
or so steps there is a flag with a dollar sign on it and a new higher financial
milestone in the business. Your first flag might say $2,000/week, the next
one on step 40 might say $3,000/week. What is even cooler than the mile-
stones is the fact that you control your place on the staircase to success and
choose how quickly you want to progress up the steps.

As you can see on the staircase diagram above, you have 2 people who have
started their journey in the coaching space.At the bottom of the staircase,
you have an average coach. That average coach has been planning the con-
tent for a workshop that he wants to launch, but is so afraid of the content
not being to a standard that is high enough that he has been developing and
tweaking it for 6 months. The other figure on the diagram is an actioneer,
who started as a coach a couple of weeks ago. She figured out her niche
and business model for a week and then has spent the last week taking 5
high-leverage action steps.Due to this actioneers commitment to working
on the business, she is seeing true success really quickly. The first couple
of steps didnt really produce results, but then her next ones did and she
made 3 sales and moved on to the next action steps to take. She is simply
accessing her potential.

The big thing that I want to focus on here is what can allow you to start
to access your potential with the action you are taking and put yourself

in a whole new category of action and therefore success. The big mistake
that many coaches make is with the way they look at every single action
step that has to be taken. As you can see with the diagram above, where
we zoom into one particular step, every single time someone goes to take
a piece of action on the horizontal step UP, they usually evaluate that step
based on its ability to produce results.

Lets think about an example of a step. Lets think about running a sem-
inar, which is a great step for coaches. The biggest thing that stops most
coaches from running a seminar is fear, because they are focusing on re-
sults. They will be thinking about both positive results and negative results.
Positive results: they could get sales, they could feel good, I might look like
a thought leader. Negative results: why are people laughing at me, what if
no-one comes, what if we lose money on the event, what if heaps of people
come but no one buys, what if I forget my content, what if people dont like
our content? Whether its negative or positive, whenever the average per-
son thinks of taking action, they assess the potential outcomes and results
of taking that particular action.

The problem here is that the decision to take action will be based on
whether or not the feelings of the negative results or the feelings of the
potential positive results are stronger at the time. The problem with this
is that because people are usually way more motivated by away-from mo-
tivators than towards motivators, the negative results outweigh the posi-
tive results most of the time and therefore, no action is taken. THIS IS THE

The good news is that there is a way to fix this problem moving forwards.

To fix the problem you need to do one simple thing and that is to change the
way you look at action. You need to stop looking at action as a means to a
result and start seeing action as part of PROGRESS. If you can take this on
board, you will open yourself up to the idea of taking action for the sake of
moving up steps and is this going to help us move up the staircase slower
or quicker? QUICKER. The secret to taking a lot more action in business,
is to completely move away from results and just focus on the action itself.
Your goal is to reward yourself based on the input you put in as opposed to
the output you receive.

Embracing Fear To Grow Faster:

The one thing that stops people from taking action is fear.

However, if you can learn to use fear as a tool it can be one of the most pow-
erful growth mechanisms you ever use in your business. If you allow fear
to get the better of you, as we saw above, you will cripple yourself and get
nothing done. If you get nothing done in your business, your business will
fail. We know that because 4 out of 5 coaches fail in the first 3 years and
this is largely due to never getting the confidence to take action and being
paralysed by fear.

If you can take fear, befriend it and embrace its hidden power, you will
learn the secrets to accelerating your success tenfold. One of the great role

models and thought leaders of our time, Will Smith, has an extremely in-
teresting way of looking at fear. Smith is something who has well and truly
tapped into the power that fear truly holds. You see, Will Smith not only
uses fear as a tool to speed up his growth, he has literally conquered fear
in life, full stop.

The only thing that Will Smith is afraid of is the idea of having fears in the
first place. He knows that the minute that you are afraid to do something,
that particular fear has power of him and as someone who needs to feel
in control, allowing something to take hold of him is simply unacceptable.

Every single person on Earth has a comfort zone. Inside that comfort zone
are all the tasks you are not afraid to do and outside of that comfort zone
are all the tasks that you are fearful of. If you look at some of the great-
est leaders on Earth, they all have enormous comfort zones, meaning that
there are more tasks that they are comfortable doing and less tasks they
are afraid to do. The coolest thing about your comfort zone and its rela-
tionship with fear is that you can use it as a tool to speed up your growth

A great example of this is Donald Trump. If you were hundreds of millions

of dollars in debt, how would you be feeling? More so, what wager would
you put on yourself to get to $1 billion in the green within a couple of years?
Not a lot right The reason that Donald Trump can make billions of dollars
so quickly is because his comfort zone is huge.

The greater your comfort zone, the greater your growth potential. You
will notice that I didnt say the greater your growth, just because someone
has a large comfort zone it doesnt mean that they execute the activities
that could grow their business within that zone. It simply means that they
have the potential to do so.

So many people in business have such a small comfort zone and for that
reason they arent willing to take risks.

In other words they arent willing to tackle fear tasks and this prevents
them from having the ability to grow fast, because they are only willing to
complete tasks that are comfortable for them and the most comfortable
tasks usually create the smallest amounts of growth.

The good news about your comfort zone is that, like all of the success
principles, you have complete control over how you use these principles.
There is nothing that is based solely around talent or situation, it is all in
your hands, just like your ability to use fear as a tool. You see, although you
have a bunch of actions that are outside your comfort zone, every single
time you execute one of these fear tasks the entire comfort zone grows to
engulf the action that you took.

If you look at the diagram you will see a visual representation of this. Don-
ald Trump, Will Smith and ANY other hugely successful person around the
world has been at a place in their life where their comfort zone was the
same size as yours is right now - they merely took steps to increase their
comfort zone and grow their potential for success. Any time you grow your
comfort zone, not only do you get the amazing benefit of personal growth
and earning potential, one of the biggest benefits is the momentum and
confidence that comes from that action.

Just as ones comfort zone can increase, it also has the ability to decrease.
When I talk about fear, I always talk about the idea of embracing fear as
opposed to tackling fears, because in order to truly harness the power of
fear you need to be able to make it part of your life. If you take a fear-based
piece of action and then dont back it up with either an equally or more
daunting tasks within the next few weeks, your comfort zone acts like a
rubber band that has been stretched and will literally just snap back.

Im sure youve experienced this before if you have ever done an outlier
keynote presentation or event and then didnt do anything similar for a
while. When you went back in to present again, all of your nervousness had
returned and you were just as anxious as the first time. The key is to make
tackling fear based tasks part of your identity. If you can do this you will
have absolutely no trouble flying up your staircase to success and you will
have an invincible outlook on life.

If you can take action and embrace fear to the fullest degree you will be
able to completely control the growth of your coaching business. If you
want to hit 7 figures in 12 months you will be able to. If you want to get to
10 million in 5 years you will be able to. If you want to transform the lives
of 1 million people, you will be able to. Harness your inner action and ev-
erything you ever wanted will be put in your hands to make happen when
and how you choose.


Man is made or unmade by himself; in the armoury of thought he forges the
weapons by which he destroys himself; he also fashions the tools with which
he builds for himself heavenly mansions of joy and strength and peace. By
the right choice and true application of thought, man ascends to the Divine
Perfection; by the abuse and wrong application of thought, he descends be-
low the level of the beast. Between these two extremes are all the grades of
character, and man is their maker and master. - James Allen (Author of As
A Man Thinketh)

The third intangible principle that I hold close to my heart is certainty.

The way that I define certainty is based on ones ability to harness the ab-
solute best version of oneself.

In the coaching space, the idea of infinite power is so often thrown around
but I rarely see it actually executed on by 95% of coaches. The quote by
Allen above summarises perfectly the power of your thought, of your be-
lief, of your certainty; In the armoury of thought he forges the weapons
by which he destroys himself Although most coaches teach the art of
personal development, the truth is that most of us are lead to teach what
we need most to learn.

I believe that every single human being has an inner version of them that
can literally achieve anything. A version of them who can handle any prob-
lem, achieve any outcome and reach any level of success and in this chap-
ter we are going to talk about strategies that you can use to unleash that
amazing inner power to take your coaching business to 7 figures with ease.

The Process:

Before getting into the key strategies to make the most out of your inner
state, lets quickly go through the process of how belief relates to the re-
sults that you achieve as a coach. If you look at the diagram above you will
see that there are 3 main factors in the process of getting a result.

The first thing that happens is that we have a belief around our ability to
get a result and that particular belief will determine the level of action we
will take. That level of action will determine the results that we get. Based
on those results that we achieve, we then adjust our belief accordingly and
the loop either spirals up or down. Lets look at 2 main examples;

Example 1 - Overweight Man With Low and Negative Belief

Lets look at an example of an obese man who has tried 10 diets and exer-
cise programs and has never seen any results and always relapsed heavier
than before. He has a friend that approaches him with an idea of healthy
eating and exercise, but he isnt convinced. He has no certainty and a ridic-
ulously low level of belief.

He ends up agreeing to try to lose weight because his friend wont stop bug-

ging him about it, however he is convinced it isnt going to work. Because
his belief is SO low, do we think he takes much action with the healthy eat-
ing and exercise? No, he is just dipping his toe in because he is afraid of
experiencing another setback and another failure. Because he doesnt com-
mit 100%, he sees hardly any results and that lack of results reinforces the
same negative belief that he started with that he can never lose the weight.
Starting again through a vicious downward spiral he takes less action and
then sees less results and has an even lower level of belief and the cycle
continues to spiral downwards. His attempts are actually making his prob-
lem worse.

Example 2 - Young Female Entrepreneur With Positive Belief

Now lets go through an example of someone with a positive mindset and


A young girl who has just attended a 4 day seminar on building a business-
es is feeling on top of the world. She has always wanted to be an entre-
preneur and knew that now was the time that she was destined to launch
her new business. She has spent 4 days immersed in an environment of
encouraging and successful business owners and she is ready to tackle the
world. She has an idea that she and her mentor both absolutely love and
she creates a roadmap of exactly what needs to happen to take this busi-
ness to 6 figures fast.

When she leaves the seminar she is completely certain of her ability to
make this work - do we think that she take much action? YES, she absolute-
ly nails the action with complete certainty and achieves some great initial

The good news here is that thanks to seeing some initial wins her belief
radically goes through the roof because she can see that is actually works.
On an even bigger adrenaline rush she goes out there and takes even more
action, gets bigger results and her belief continually spirals up and up and

As you can see by these examples, your ability to believe in what you are
doing completely impacts your results and that is why we need to be able
to activate complete certainty in ourselves in our coaching businesses ev-
ery single day.

The Inner Warrior:
I like to call that best inner version of yourself your inner warrior.

Your inner warrior is infinite in power. The difference between being able
to access that inner warrior and feeling normal is such a ridiculously small
shift that we really have to stay focused to be able to bring that part of
you out. When you can allow that warrior to come out to play, everything
you are executing on is nailed. If you have a presentation that needs to be
delivered, it will be an unbelievable presentation. If you are on a sales call,
you will make the sale every time. If you are writing an article you will get
it done exceptionally fast.

Whenever there is a roadblock or problem in the business you will be able

to handle it quickly with complete ease.

The 2 factors that contribute MOST to your ability to bring out your inner
warrior are:

1. Awareness & Commitment: If you simply acknowledge that you have this
version of yourself and allow that person to come out, then you are 80% of
the way there. What you have to do is to think about how the unstoppable
version of yourself would be executing the same activity you currently are.
You can then apply that knowledge and certainty to make it a reality. This
wont work if you dont 100% believe you have this version of yourself and
definitely wont work if you cant allow yourself to visualise that warrior
dominating your current activity.

Example 1 - You are writing a book, you start typing 2000 words an hour
instead of 200-300 words
Example 2 - You are filming a video and you film 1 take with absolute con-
fidence instead of 10 nervous takes
Example 3 - You are feel crap about a client wanting a refund and you help
re-inspire them as opposed to allowing them to fizzle away from their re-
Example 4 - You are on a sales call and you handle all the objections with
total certainty as opposed to giving up on the prospect
Example 5 - You get out of bed as opposed to sleeping in

This is just a thought, just a state - a choice to either perform at 1 million

percent certainty or to be a substandard version of yourself.

2. Physiology: What I find so interesting about your level of certainty and

how you feel is how directly related it is to the way that you move. We often
assume that that how we move is influenced by what we feel but we dont
often think of it the other way around - about how moving your body FIRST
could impact the way you feel. If you can control your physiology and mix
that with your awareness and commitment around your warrior state,
then you will be able to control your level of certainty at any time.

Exercise: I want you to do a quick exercise to demonstrate the power of

physiology, an example that I learnt from Tony Robbins that shows such
a powerful demonstration of how your physical body impacts the way
that you feel. Stand up straight, put your shoulders back, look up, grit your
teeth, smile with certainty, clench your fists and pop your chest out as high
as you possibly can. Now I want you to keep your chest popped out and up
as high as you can and I want you to look at the position of your sternum.
Its actually pretty hard to do this at 100% and not feel empowered. What
I want you to do now, is to relax your entire body, slouch your back, put a
look of misery on your face, roll your shoulders forwards, chest down and
look down. I want you to notice the difference in how you feel. Not quite so
empowered now, hey?

The truth is that if you can commit 100% and have powerful physiology
all of the time then you will succeed a whole lot more than if you dont.
However, it isnt realistic to believe that you can stay in this state forever,
so dont beat yourself up if you arent there ALL of the time. Simply stay
conscious of this and continually strive towards being in the state more and
enjoy being in the state of a warrior. There are always specific tasks in your
business that need your inner warrior to handle and thats when you want
to bring your absolute highest commitment and best physiology.

Peoples lives are a direct reflection of the expectations of their peer group.
- Tony Robbins

Bringing out your absolute best physiology is going enable you to get into a
REACTIVE state whenever you have to. You are about to learn the best pos-
sible PROACTIVE strategy to get in a good state and operate from complete
certainty. If you get this right it can completely shift your entire outcome
with little to no forced effort. How would you feel if you knew that you
would be successful by making one easy decision in the past?

This proactive, secret strategy is the power of your environment.

A time in peoples lives where this is very visually obvious is throughout

high school. Whether we want to admit it or not, all we have to do at high
school is look at all the peer groups and look at what they are all wearing.
Each peer group is wearing the same style, same clothes and has the same
personality. There is an unspoken set of rules amongst each peer group
of what is socially acceptable and not acceptable to do. This could include
what you do in your spare time, whether you are good at sport, how you
dress, how you act in class, the grades you get, what kind of foods you eat
and even how you treat others.

The interesting thing is that this doesnt finish when we leave school, we
are actually wired to act like the people we spend the most time with. What
most people dont realise is that some of the key drivers of human beings
stem back to when we lived in tribes. The reason that we are influenced so
strongly to meet the expectations of our peer group is because if you didnt
back in the caveman days, then you simply wouldnt survive - you would be
killed by another tribe or be unable to catch food, etc.

Imagine that you cloned a person so you had 2 of the exact same person,
this particular woman wanted to be a successful entrepreneur. They had a

goal to grow their business as much as humanly possible in 1 year. One of
the 2 had to work in a female prison for a year amongst the worst kind of
people and had no escape and no contact with the outside world.

The other woman was put in a luxury high-end office space with 100 other
women who were all self-made multi-millionaires.

Where do you think each of the women would be in one years time?

The difference would be scary - the exact same potential, the exact same
knowledge, the exact same goals at the beginning. The woman in the prison
would most likely make little to no progress and the woman in the office
space would most likely have a 7 figure business after 1 year.

It is unbelievably important to design an environment that gives you the

best possible chance for success. To have the best possible environment,
we need to understand all the different areas that are included as parts of
your environment.

The 4 main areas of your environment are:

1. People - The people in your environment usually have the greatest im-
pact on your success, your friends, family and colleagues are the main peo-
ple in your environment.
2. Materials - The materials are everything in which you read, watch, listen
to and consume in some way or another.
3. Physical - The physical environment is the state of where you are actu-
ally spending time, the micro environment; your house, your car and your
4. Location - The quality is the location you are living in, the macro environ-
ment; your suburb, city, state, country.


The people are the ones who have the greatest direct influence over you
in your environment. There are multiple types of people and if we under-
stand who they are, then we will be able to choose who we want to spend
more time with.

Destructive - Destructive people are those who purposely want to tear

people and things down to make themselves feel better. You want to avoid
these people at all costs.
Decent - Decent people as the name suggests are the people who are gen-
erally nice people. They are caring and live out a nice life without breaking
the rules and are usually happy. A lot of the time we will have friends and
family who are decent people and we dont want to just eradicate people
from our life because they are normal. We just want to spend MORE time
with the category of people that will help us achieve our goals.
Dreamers - Dreamers are people who have massive ambition and talk A
LOT. This is the problem as dreamers are usually not action takers and get
feelings of satisfaction from the talking and not the achievement itself. If
you spend a lot of time with dreamers, you wont get much done at all and
you will increase the fear that you feel in relation to your goals. Most coach-
es spend a lot of time with dreamers and that small feeling of insecurity
that all dreamers have spreads like a disease, stopping all sense of action
and results.
Doers - Doers are the people who have broken through the place of being a
dreamer and are now taking action. Just by being in their presence you are
more likely to be kicking massive goals. These guys still have great inten-
tions, especially if they are in the coaching space and they will allow you to
continually strive onwards and upwards.

The best way to get a quick win with the people in your environment is to
look at the 5 people you spend the most time with.

The task is simple, choose 3 of those people you want to spend LESS time
with and then think of 3 people you want to spend MORE time with (pref-
erably DOERS).



If you can start to feed your mind with positivity and continual empow-
erment you will be producing amazing things and your state will always
be certain. Your materials are all the things that your mind is consuming
on a daily basis, for example; books, movies, television, music, magazines,
online etc. I believe the best possible way to improve the materials you are
consuming is to substitute them as opposed to cut them out. When making
a change its so much harder to take things away rather than simply substi-
tute them. In this case we want to think of more positive things we can fill
our mind with.

Example: instead of watching a movie that puts you in a state of nervous-

ness, watch a movie that puts you in a state of gratitude, inspiration or de-
termination. This is a simple switch and youll still enjoy it, it will just help
you have an environment that impacts you in the best possible way.


Your physical environment is the most fun of the lot because its all about
designing an environment that inspires you to do great things. Your car,
your office, your house and your room are all parts of your physical envi-
ronment and its important to make sure that you have the best physical
stimuli that you can.

Again, this isnt always about NEW, you can improve your physical environ-
ment by tidying things up and making small changes that have a big effect
on how you feel. Try cleaning your house, car, room and office and see how
it effects your level of certainty, its incredible.

If you want to take things to a new level, then you can upgrade everything
or whatever is most important to you. Im not one to judge, if you love nice
cars and it will help get you in a state of certainty, then get a nice car. If your
house impacts the way you feel, get a better house.


The last aspect to think about is your location and how that impacts your
certainty. Where you live, where you work and all the aspects of those areas
that are positive and not so positive all impact the way you feel. If you are
always waking up to a sunny day, then you will naturally be happier and in
general, the trends and norms of where you live will impact your map of

If you live in a low-socioeconomic area for example, sure, it isnt going to

paralyse you and stop you from being able to function, however, it definite-
ly consciously or subconsciously impacts your map of reality and if you are
always seeing struggle, you will think its normal to struggle whether you
like it or not.

If you surround yourself with people who are doing awesome things and
living an extremely comfortable life and you were constantly reminded of
how easy it is to succeed in life then that will lift your expectations because
you are constantly reminded of the good things you are pursuing.

If you are in an office space that is dirty and old with business owners who
are similar, then your map of reality will be to follow suit.If you are in a
super-nice office space with innovating business owners who are experi-
encing awesome growth, then you will follow that path also. At the very
least, that is what you will adopt as the new normal in your map of reality.

In some cases, people who live in specific countries are extremely held back
by their environment. Greece has been going through an incredibly difficult
time lately and although the weather is great, a lot of people who are living
there are experiencing states of depression and anxiety. If you look at the
country as a whole, the people are generally deflated. Its extremely hard
to escape that vibe and if you choose to live your life in that place then you
will naturally be exposed to similar energy and beliefs.

At the end of the day, the great thing about your environment is that by
changing it you get to constantly reap the rewards of your efforts. I suggest
that you seriously work on all 4 elements of your environment as I truly
believe it has the biggest impact on your state of mind and I believe that
your level of certainty has one of the biggest impacts on your ability to take
action and get results in your coaching business.

Your ability to be the absolute best version of yourself will determine your
outcome in every area of your coaching business and most importantly will
determine how many people you will help. As you already know, having the
strategies to get your clients results is extremely important. However, help-
ing them be a good enough version of themselves to execute the strategies
will determine whether or not they get the outcome they want.

If you implement the strategies to get certain from this chapter then you
will be able to control any outcome.

To him who knows to prosper and does it not, to him it is sin. - Edwin Louis

To be a successful coach we need to have the strategies to succeed. If I was

given $1 million dollars by a coach to help them become the most unstop-
pable coaching business owner and I had to choose only 1 of the 7 pillars
we teach to help them get results, I would choose succeed every single
time. Succeed gives you the ability to execute on what you know and the
good news for you, amazing coach, is that you know A LOT.

The perfect coach will storm forwards in one profitably passionate direc-
tion, a direction that has the perfect niche and a great business model that
not only serves the client better than anyone but also gives them the return
they deserve with time and money. The perfect coach takes intelligent ON
the business action and runs up their staircase to success, detaching from
the outcome and acting to win in the long term, completely bullet-proofing
their success.

The perfect coach will demand complete certainty from themselves and
ensure that they are acting with 100% commitment in every situation and
therefore always achieve the best results in their marketing, sales, perfor-
mance, systems and thought leadership strategies.
The perfect coach is a heart-centred thought leader that continuously
strives to change the world and all the people in it.

If you ever get stuck in your business and dont know why things arent
going the way you hoped, look back to focus, action and certainty and
make sure that you are doing all 3.

I bet you wont be!

The truth is that if you do all 3 of these elements consistently you cant
help but succeed at a level far beyond your wildest dreams. Look to what
is missing, read the strategies that we teach in that subchapter then apply
them with everything you have.


Dont let it slip, dont lose control, you have the ability to rectify how you act
in any situation by choosing to implement a solution and all the solutions
you need are in here.




From Working Overtime To Achieving Com-
plete Freedom
Give me a lever long enough and a fulcrum on which to place it, and I shall
move the world. - Archimedes

Leverage is the next logical step to creating a 7 figure business that changes
the world.

When you have mastered the art of generating leads and converting them to
becoming clients and you have scaled the business to half a million dollars
per year, it is impossible to move the business forwards without creating
leverage in the business. From my experience with working with over 500
coaches with Winning International, leverage is by far the biggest sticking
point for a growing coaching business.

The first mistake that coaches make is trying to leverage too early. A coach
will start to feel the pinch early on and freak out a bit and thats when they
either question the model (big mistake, because this means losing focus) or
attempts to hire people or create systems that the business is not ready for.

In this case, like we discussed with the coaching ladder, the business MUST
be scaled to the point where it has enough momentum that it can warrant
you stopping to systematise. If it doesnt then the business will slide down
the coaching ladder and your earnings will plummet, forcing you to start
again with less positive drive in the business.

The second big mistake in regards to leverage is being a professional mi-

cromanager. Because you have worked so hard to get to the point where
the business actually NEEDS to be leveraged with systems, you have a
huge attachment to the quality of the way that things are executed and
refrain from allowing people to work in the business independently and
micro-manage the hell out of them. This is also a mistake because it eats at
your time and your business cant grow and cant help more people.

If you fall into either of these 2 main traps a few things will happen. The
businesses profits will go BACKWARDS, you will stay in a place of stress,
either spending too much time managing people or worrying about the fact
that you have gone backwards and you wont get to focus on the areas of
the business that you love.

When you get proper leverage in the business with people and systems at
the perfect time, you will have a business that has 100% consistency. With
proper leverage you will closing yourself off from having to focus on activ-
ities that you dont love and freeing up virtually ALL your time to focus on
what you absolutely LOVE doing! This will allow the business to grow fast-
er than ever before whilst you enjoy your time more than you ever have.


You can only truly become accomplished at something you lovepursue the
thing you love doing, and do them so well that people cant take their eyes off
you. - Maya Angelou

Youre about to understand one of the most crucial elements to your overall
success. Your ability to operate in your business within your element will
determine how quickly you grow and your level of happiness, period. Your
Element is the sweet spot in the business where you work on the activities
that create huge growth and also represents the area that you absolutely
love doing and that you rock at.

It has to be the combination of both of these aspects, you may rock at doing
sales but hate it. In this case, even though its a growth activity, it isnt in
your element and wont create the happiness and therefore wont create
the growth!

The big problem is that coaches go into coaching because they LOVE help-
ing people and have a massive vision to change the world. However, when
it comes to growing the business to ACTUALLY help find people that need
their help, they falter. Being a coach is about being a role model and set-
ting your pure intention to help make other peoples lives better and a key
piece of clarity that most coaches dont have (but NEED) is the fact that on
the road to the first 7 figures in the business, they have to master a series
of unfamiliar and fearful activities to allow that impact with their niche to

The longer you are in the business, the more time you should be spending
on your element, but before you get this luxury you have to have the busi-
ness at the point where you can properly leverage ALL the important parts
of the business. When you get through all of the activities that you need
to dominate in the business and you scale it to half a million, then you can
successfully start working on your element.

The Opportunity:
There is a secret in business that most people dont come across and this is
your ability to focus on the key areas that create the highest growth. Most
entrepreneurs focus on every area of the business equally; admin, mar-
keting, sales, operations etc. The problem with this is that some of those
activities arent ON the business activities and you will be wasting your
precious time on the area that dont radically grow the business.


I want you to think for a moment about a test. You have 2 unbreakable steel
rods, one is 1mm thick and the other is 10 centimetres thick and your goal
is to hammer the rods into a tree. Out of the 2 different rods, if you had to
choose 1 of the 2 unbreakable rods to get into the tree which would you

Obviously you would choose the thin rod as you know that if the rod was
unbreakable and couldnt bend it would go straight into the wood like a
nail right?

100% right.

You see reason why is because you are channeling the same amount of en-
ergy into a way smaller area and therefore having the most powerful result,
as opposed to spreading the power out over a larger area, which has a weak

What you will find is that there is an area in the business that only makes
up 20% of the time, but it provides your coaching business 80% of its re-
sults. This is incredible. Just like the rod example, if you can channel all
your power into that specific powerful area then you would create the best
results. So if you were doing $500,000 and then spend time on that 20%,
you will very quickly grow the business to $2,500,000.

In further detail, there is a growth hack that is even juicier than what I just
went through and that is that there is a 20% within that 20% that produces
80% of the 80%, this is the sweetest of sweet spots. 4% of what you do is so
powerful that is produces 64% of your total results so imagine the results
if you can channel all of your efforts into that small little sweet spot. You
would be able to generate 25x the results in your business!

In theory (obviously the logistics would be the barrier) if you were gener-
ating $500,000, then you could take your business to $12.5 million virtual-
ly straight away. Crazy!

For most coaches and thought leaders the element revolves around being
on stage and in the limelight.

Running events, doing podcasts, writing books, being in the media, doing
webinars are all great examples of things that your average coach would
consider as part of their element. The good news is that those areas are
the areas of greatest leverage. Think about Tony Robbins, who is worth
close to $500 million, could you see him spending much time on admin
in the business? He literally spends his time creating phenomenal content
and presenting it to the largest audiences around the world, for him that
is his element and because he is so amazing at it, every time he does it his
brand grows exponentially. Im not sure whether you knew this, but Antho-
ny Robbins has 9 people who work full-time for him just collating the ideas
that he comes up with so that they can be executed on - 9 people!

What an amazing example of ultimate leverage and someone operating in

their element.

The most important thing to note here is the power of operating in your
element and contrasting it with the appropriate timing of where you are
at in your business. Even when Tony Robbins started his business and be-
gan growing it, he was doing all the marketing, the sales and kick-starting
the initial momentum. For this reason, he built an amazing foundation of
knowledge that would help him carry the business to the point at which it
has scaled to now. Use this as a drive to quickly master each of the steps on
the coaching ladder and get to the point where you can master the leverage
and then really start operating in your element!


The core purpose of having systems in your coaching business is to have
consistency for everything you do and to leverage yourself out of the tasks
that you dont want to do. You are about to learn how to have the clean-
est and most optimised way to allow your business systems to be created,
stored and run so that you can work in your element as soon as possible.

The problem that most coaches have when trying to get the systems right is
that it takes WAY too long to get the systems made and they arent followed
very well when they are finally finished which makes the whole process a
gigantic waste of time. You are about to learn to make this process seamless
and incredibly powerful for you and your team.

There are 3 key areas that are going to work together to have amazing sys-
tems in your business:

1. Creation - Systems creation is your ability to properly document the sys-

tems of how you do everything in your business.
2. Portal - Systems portal will be where you house all of your systems in a
way that is accessible online to all your staff at anytime and anywhere in
the world.
3. Management - Systems management is how you get you and your team
to execute on the systems consistently.

If you can set up the structure for these you will be able to quickly and ef-
fectively systematise the entire running of your business and set up perfect
leverage for your coaching business.

Systems Creation
You are about to learn how to create a system in a way that it can be per-
fectly followed every single time by your team. So many coaches struggle
with systems because its usually not in their element and for this reason
they get despondent, the consistency of quality wanes and your business
isnt properly systematised. You are about to learn a structure that will
make that process super-easy so that you can have unbreakable systems
that will keep your business running in a world class manner while you
continue to grow.


Very similarly to 4-MAT system for content creation, we also use the 4-MAT
system when it comes to creating tutorials for our business and team.
There are 2 outcomes for your team to understand when they are looking
at a new system, the first one is to get it and then they need to understand
how to do it. The process you are about to learn uses both of these aspects
when creating the system.



The first aspect to every system is making sure that the person who is us-
ing the system understand why its important. A really interesting study
was shown where the researches were trying to determine whether having
a reason would make a difference to the way people reacted in particu-
lar social situations. The first test they did was seeing how people reacted
when someone cut in line. They had a line of people and the first trial was
to see how people reacted with them just cutting straight in. After multiple
runs it was conclusive that people would always get hassled if they cut in
line without any form of communication and just doing the act itself.

In the second trial, they got people to cut in line in the exact situation,
however, this time they would make sure that the word because was used
when they cut in. They were able to make up ANY reason and after trialing
a number of people using the word because it was also conclusive. Merely
mentioning the word because meant that there were no complaints and
people accepted the cut.

I found this test extremely interesting and also great proof for the impor-
tance of having a why/purpose when getting people to help out with things.

When you are doing a system its extremely crucial to include the reason
behind why that system is important. Just having the why at the start of the
system is really powerful, however, to get the most out of the purpose you
need to think about why the system is important for THEM (the person
executing the system). If you can include all the reasons why the system
is going to either make the system implementers life better or prevent it
from becoming worse, then you will have full attention and much better
implementation from the person completing the system.

The last reason that the why is important is because it helps the imple-
menter understand the context behind the system and how it relates to the
business in general and this will help them implement the system better.


After they understand the reason behind the system, it is crucial that they
understand what the system is. There is no hidden agenda here, you sim-
ply want to use laymans terms to explain exactly what the system is and

what the outcome of the system is. The main trap that coaches fall into
if they dont use the what effectively with a system is they assume the
reader knows what they know and then there are slip-ups with the system.
The name of the game with systems is simplicity and understanding. Dont
assume anything. Make the language and explanation as simple as possible.

When you are explaining the what, you are essentially telling the person
listening a summary of exactly what the system is going to be doing.

Once you have gone over what the system is and why its important its
fair to say that your audience are likely to get it.


Once the system implementer officially gets it we have to help them do

it. The how part of creating a system is designed to show them how to
do everything STEP-BY-STEP. The purpose of the how is to replace any fur-
ther need for explanation of the system and just by going through the how
section that has been provided in the system. If you give the system to your
grandmother, she should have absolutely no issues completing the system
because of how simple it is.

The key with the how is to make sure that it is as simply laid out as possi-
ble and numbered in a way where the process is as obvious and straightfor-
ward as possible. This is going to be the frame of reference that any person
on your team can go back to in order to understand the process that the
system uses.

The how section should clearly state the when, where and who as-
pects to the system also. The clearer people are on the process and when,
where and who should be involved with the process, the less questions
you will get.

What Now:

The what-now section of the system creation is where you make it com-
pletely clear when and who will be doing the system and provide a clear
routine around the implementation of the system as well. We will be cover-
ing the what-now elements of the process in much more detail when we
go through the systems management section of this subchapter.

Creation Medium:

There are 2 main ways that you should deliver the why, what and how
aspects of the system.

Video - The first way to deliver the system for the more visual people is by
recording yourself talking about the system and then showing them how
to use the system with a live recording or a screen recording. I personally
prefer to watch a video, however it is extremely valuable to deliver the sys-
tem in the 2 formats.
Checklist - The second way to deliver a system is in the form of a checklist.
The checklist will still have the why and what at the top of the page and
then will have the numbered steps or checkpoints that need to happen as
you go through the process under that.

The great thing about having a checklist version of the system is that some
people like to print out systems and others like to watch things as they go,
this way, you get the great combination of both and give people the best
possible chance of implementing the system with no friction.

If you can clearly outline every system in the business with a seamless vid-
eo and then have a simple checklist as well, then your business becomes
bulletproof. The last hack that I will mention with this is that you can get
your Virtual Assistant to turn the original video you do into the checklist
and it will ensure that you are being as time efficient as possible.


Systems Portal
When I first got our VA to create the Winning International Systems Por-
tal, I was really excited about the fact that our entire business would be
documented and have the ability to be run extremely efficiently. You will
be learning exactly how to create a systems portal for your own business,
a way to bulletproof the running of your business - its a liberating feeling.



To set up your membership portal you are going to be creating a mem-

bership site that houses all of the systems and all of the resources that are
needed for them in the most convenient and user-friendly manner for your
team. You will set up your membership portal in the exact same way that
you set up your membership site in perform. The reasons that WordPress
and OptimizePress are great for this is because it can be easily managed,
accessed from anywhere in the world. It is always updated and debugged
and it is one of the most reliable places to house your systems for the fu-
ture. All you need to do is to model the structure you are about to be guided
through and add it to a new domain and membership site and you have a
world class systems portal forever.


The way that you categorise your systems is highly important as you dont
want to lose the systems within the portal and you need to make it quick
and easy to navigate for your team. The great thing about Optimizepress
(OP) is that you have the ability to use elements that OP provide which can
make the presentation of content super easy.

Home page:

The home page for your systems portal is going to be where you list ALL of
the different categories of systems that you have. These will be your over-
arching areas of the business like your marketing, sales, admin etc. This
will make your systems portal super-easy to navigate from the start.

Example: the 3 examples given below are having a Category for your key-
stone product, your core product and your marketing.


Your projects should be the different areas within that particular category
that will help sort out the different buckets that your systems should get
placed into. The way that you sort this out will also determine how you or-
ganise your system within the system management software that we use.
You will learn how to use this shortly.

Example: the 3 examples for different projects within the keystone prod-
uct category are on boarding, new intake and weekly tasks.


The systems are then put within these different project areas. This gives
you a pool of systems that fall within each of these different products. If you
have to, you can group the systems into sub-projects and house the les-
sons within there if the projects get too full. When you first start creating
all of these systems you will place them all into the different project areas
and they will be easy enough to find in there.


System page:

The specific system page will have to contain the following basic features:

- System/Page Name
- Video
- Checklist
- Resources

Bonus features could include:

- Banner
- Description section
- FAQs section for that system

System Example Page:


If you can organise the portal to have a great home page, category pages,
project pages and system pages, then you will have an awesome structure
in which to build your entire coaching business system.


When you have a systems portal, it is important to make sure that it is reg-
ularly updated. Keeping it fresh and up-to-date will keep it valuable.

There are 3 main kinds of updates that you need to do with your systems

1. Website Updates - The easiest is to make sure that OptimizePress and

Wordpress is continually updated and kept fresh. When you log into your
WordPress dashboard you need to make sure if there are any prompts at
the top of the dashboard to update that you do.
2. Portal Back Up - The most crucial thing that you need to do with your sys-
tems portal is to make sure that it is regularly backed up. When you accu-
mulate so many systems and have put so much work into them, the worst
thing that could happen would be to lose the work that you have done with
it all. Getting a basic back up of the WordPress site and getting your VA to
continually update it can be a valuable system to add to the pile.
3. Content Updates - The last thing that you want to make sure that you
do is to keep the systems updated when you change the way that you do
things and put new systems in place. If you dont make it a habit to keep it
completely up-to-date then you will get in a downward spiral with it all. Its
crucial to make sure that it is completely updated. If you have a VA, you can
get your VA to continually update it accordingly.

Systems Management

My favourite part of the systems systems is the management part of the

whole process as this conquers the what-now element of the 4-MAT sys-
tems strategy. You will be setting things up in a way that ensures that the
ongoing tasks in your business always get fulfilled when they need to be,
while you can monitor what has and hasnt been done in real time.

What we are striving towards is being able to have every single system in
the business scheduled on a weekly basis, so that you are essentially cre-
ating a machine with lots of little parts working at once to deliver the out-
come of your business getting your clients results and making money. The
cherry on top is that all of these things are managed so well and systema-
tised so well that you have 100% certainty that the results will be delivered
every single time.


To be able to deliver this outcome, we use an online task management soft-

ware called Asana.com. The are many amazing things about this software,
but the 3 main benefits are as follows:

1. It is free
2. It is the best Ive found
3. It is extremely aligned with your systems portal organisation

Organisation Process For Systems Management:

Step 1 - Create a FREE account with Asana.com

Step 2 - Create projects that you sort within your categories as seen on the
left of the Asana Dashboard.


Step 3 - Add all the systems under each category.

Step 4 - Add all your team into Asana and assign each task to whoever
should be executing it.


Step 5 - Schedule a day/date that the task has to be completed by and then
make the task recurring. What this does is that whenever the assigned
person ticks complete, it automatically schedules it for the next week or
month or whatever duration you assign. This enables you to have a con-
sistent ongoing to-do list that can be monitored and maintained for your
entire team. If you have a task that occurs more than once per week, then
you can set the tasks to be due multiple times throughout the week. This
platform is incredibly efficient for systems management.


Step 6 - Get your team to tick off when tasks are complete and make sure
that they are always getting their tasks done.

By using Asana for this, you have the ability to track the tasks and systems
that are in place in the business at anytime, anywhere. The other advantage
of Asana is that there is a very easy-to-use app that you can use to tick sys-
tems off when you are on the go. The thing that I love most about Asana is
the fact that either you or someone else can so quickly and easily see what

has been done and what hasnt been done in the business.

Adding New Systems:

You are about to learn the worlds best strategy to implementing new sys-
tems in the business with ease. One of the biggest issues that I have expe-
rienced in the past when it came to systems was the difficulty that I had in
translating systems into actionable tasks that occur in the business regu-
larly. I would have the idea and then either write it down and then forget
it or I would start creating the system and never get around to finishing it.
This meant that it was incredibly hard to innovate the accountability, expe-
rience and leverage in the business because it took so much extra time to
get the system implemented.

The process that we use to add systems into the business now is as follows:

Step 1 - Create a TO-DOS Project in Asana.

Step 2 - Add a new task in the TO DOS project. To create the new system,
assign the system creation to whomever should be creating it and schedule
a due date for when it needs to be completed by.

Step 3 - Add the task as a system within the ACTUAL project that it belong
to including a [NEW] at the beginning of it, so that the rest of the team and
whoever has to complete the system notices the new system. This forces
the team to act on it and find out more about it so that they can get it done
before the system is even created and opens up the opportunity for the
team to ask questions and potentially improvise to get the tasks done.

The bottom line is that the tasks always gets done.

When you schedule something it becomes real. - Anthony Robbins.

If you utilise the above process you will be able to constantly innovate your
business with confidence knowing that your program is always becoming
more and more world class in nature.


All this talk about systems and teams begs the question, what about hiring
a team?

The truth is that hiring a team is not only a bunch of fun and a great tool to
grow your business, its a mandatory step. Having run multiple businesses
Ive had countless numbers of staff and I can tell you from experience that
managing people can be one of the most difficult areas that you will have to
conquer. So many people hire the wrong team members, at the wrong time,
in the wrong area of the business and for this reason it is something that I
wanted to talk about.By the same token, if you can hire the right people at
the right time, in the right areas of the business, you can have people that
help you grow the business substantially faster than you could have done

The 2 factors that you can use to considerably help you make the right hir-
ing decision in the business are as follows:

Factor 1 - The right time:

Virtually every coach that Ive spoken to or worked with has put forwards
the intent of wanting to hire at the wrong time. The reason that people
want to hire someone is because they dont have the time or they dont like
doing something.

The first reason is a good one, the second is not.

The initial prerequisite of hiring is that you have mastered the area your-
self before you hand it off to someone else and the temptation to ignore this
rule comes most often when it comes to marketing and sales. Attracting
leads and converting clients are the areas that coaches find hardest, how-
ever, they are arguably the most important to helping the most amount of

The following SEQUENCE of hiring provides a good guide of what should

be leveraged at what time:

1. Admin - The first things that you need to leverage are all the little tasks
that are IN the business that prevent you from working ON the business.
Tasks like payment processing, research, design, logistical support etc.
2. Sales - The second thing that you want to leverage, only after you have
mastered it, is sales calls. Many coaches try and escape this early and as a
result damage their levels of certainty and leadership within the business.
Everyone can learn to sell because it simply comes down to certainty and
heart and if you are coach looking to do big things and have a big impact,
you have to possess those 2 attributes anyway.
3. Coaching - Once you get things to a level where you are generating a
bunch of leads and you have scaled up by getting people to help you sell,
what becomes most important is your ability to provide a high quality ser-
vice. Even if this means sacrificing profit margin in the short term, if you
can utilise extra support in the courses that you run and make sure that
everyone is looked after exceptionally well, then it will pay off in the long
4. Marketing - When you get to the point that you have ALL the admin,
ALL the sales and MOST of the coaching leveraged (most coaches including
myself, love coaching so much that they dont want to lose touch with cli-
ents) its now time to take the business growth bananas (Aussie slang for
Marketing is something that you always want to keep an eye on as it has
such a huge impact on the growth of the business, so what I recommend
that you do, is leverage all the design, all of the filming and all of the tech, so
that you are just focusing on the strategy and the execution of the import-
ant area of the marketing like the content.

If you can follow the track mapped out to your above, then you will always
be hiring at the right time.

Factor 2 - The right people:

The cool thing about the time and place we live at in the world right now
is that it gives us the ability to help people out in countries that need it
and also gives us a bargain in regards to our overheads with people power.
What we need to ask ourselves is whether or not its necessary to have
someone to fulfil the specific job requirement locally or not. I believe that
to get it right its important to have a mix of both.

Virtual Assistants - A virtual assistant is someone that can work for your
business from another country whose income demands are less than what
you would pay locally. The main area that Ive always sourced my virtual
assistants from is the Philippines. I would say that virtual assistants are
great for any of the areas of the business that are less critical and that can
be very specifically systematised. In my opinion VAs are great at the follow-
ing tasks:

Admin - Anything admin related

Technical - Anything tech related from setting up FB Ads, to editing a web-
Design - Depending on who you hire, VAs can sometimes make great de-
signers for your websites, banners and any other market materials.
Logistical Support - A VA can make a great supporter from a logistical point
of view and not so much a strategic point of view. For example, they can
point the clients to the right lessons, but cannot help them make decisions.

Tips with VAs:

- Hire Premium - Its easy to find super cheap Vas. However, the quality vir-
tual assistants that will provide amazing consistency, longevity and quality
will come from agencies IN the Philippines. This is because they go to an
office every day in a great working environment as opposed to being at
home, they have training and they usually have much better internet.

- Hire The Right Skills - Make sure that you are clear on what you want most
from the VA and hire accordingly. You want someone who is not only good
at something but enjoys doing those kinds of jobs or else they want stay in
the business for a long time.

- Hire For Attitude - Make sure that you get the chance to speak with the
VA and if your gut approves then you will usually know that the attitude is
good because everything else can be trained.

- Hiring Locally - I honestly believe that its important to have local and vir-
tual staff in your company as it grows based on the purpose of the positions
and the types of roles you are looking to hire for. The areas where local staff
are required most are:

- Sales - I believe that its crucial to hire sales people locally or at least from
the western world. You want to be hiring people with experience in sales
and experience in your niche and this will be hard to find in the Philippines.

When you hire a salesperson locally you will be able to have the best possi-
ble culture around the sales team also.

Coaching - Like the sales position, if you are looking to deliver an extraor-
dinary service I believe its important to find an extraordinary person with
extraordinary skills and experience and you will be able to find this locally.
Marketing - To find the right caliber of marketing expertise you will find
that locally or from someone in the western world also.

Managerial - If you are looking for someone who can manage your team,
operation or even YOU, you will be wanting to find someone local. This
means that they can have the presence required to manage effectively and
also to help you with things that require proximity the ability to help phys-
ically. Examples would be helping to film or to go and get you lunch etc.

When push comes to shove, you simply need to look at hiring people based
on your ability to generate a Return On Investment (ROI). If you can hire
someone for $50,000, but, they will bring you $500,000 worth of extra rev-
enue, then that position is well worth investing in. Even with a personal
assistant, if you can hire someone for $24/hour when your time is worth
$500/hour, then you are getting a substantial return. Even if it feels like an
expense, its actually an investment.

If you can truly systematise your entire business and employ the right peo-
ple to follow those systems, then you will be able to continue to scale your
world class system in a way that enables you to help a ton more people,
make a ton more money and save a TON more time.

When the time is right, creating leverage is the ultimate turning point for
a coach in their business. When you implement leverage, you go from be-
ing successful with no time, to being ultra-successful with heaps of time.
Leverage is boring in execution and exciting in outcomes. There is no great-
er feeling than knowing that you have crafted a lifestyle that gives you ev-
erything you have wanted and that you have created a platform that can
scale with leverage to change the lives of thousands of people.

When you have your entire business systematised to that point, you create
an asset for yourself and you reach a point that not many coaches can ever
say that they reach.As a reward you get to spend your time in the business
doing what you absolutely love and watch that take your brand and your
business to heights beyond your wildest dreams.


From successful coach to global thought leader.

A leader is someone who demonstrates whats possible. - Mark Yarnell

The true beauty of coaching can be seen when the implementation of

thought leadership strategies exponentially grows your business.

Imagine getting to live your life with complete freedom: doing whatever
you want, wherever you want, with whoever you want, for as long as you
want, all while you get to focus on living life helping people. Its a beautiful
thing and needs to properly sink in as a possibility for it to truly take effect,
however, not even then will you truly feel how amazing it is until you have
properly experienced the life of a thought leader.

A thought leader is someone who has truly conquered all of the basics of
their coaching business and can now focus on implementing creative strat-
egies to extend their message to the world. The purpose of thought leader-
ship is to impact the most amount of people possible in a way that engages
them and inspires them to want to want to follow the message.

The big problem that we see with thought leadership has to do with tim-
ing. SO many coaches implement thought leadership strategies premature-
ly. Problems arise when they dont have a proper base set up for them and
their clients to get proper results.
Having a keystone and core product gives people the proper opportunity
to experience the transformation they deserve. Until your product funnel
is in full force, any thought leadership strategies that are executed are com-
pletely wasted.

We have one particular client that has her thought leadership strategies
nailed. She has an international best-selling book, she has appeared on

some of the biggest TV shows around the globe, is invited to do keynote
presentations all around the world and is an award winning coach.

However, after being a coach for 15 years with all of these achievements,
not only was she struggling to succeed, she was in serious debt. This par-
ticular lady is a beautiful being, someone who cares about others so much
more than she does herself and is extremely skilled in every area that she
works in. She has gone through our keystone product and is now a raving
fan of our core product, In this, we explained the coaching ladder to her at
a recent retreat and she had one of the biggest epiphanies that she has had
in over a decade of her coaching experience so far.

She realised that she had spent 15 years tackling the wrong areas at the
wrong time. Thought leadership was something that she wished she hadnt
started working towards until she had mastered the others first. She held
this belief so strongly that she took the opportunity to convince the room
to avoid making the same mistake she had.

Whilst there are many different strategies that you can use that can help
position you as a thought leader, there are 3 in particular that you can use
to become a key person of influence (KPI).

Keynotes, publishing and interviews all work together for you to have the
maximum exposure and credibility starting out. When you publish a book
on your area of expertise as a coach, you can then talk about that particular
area when you speak and then be interviewed in relation to that particu-
lar topic of expertise. They all intertwine, making each thought leadership
strategy more powerful as they compound and build momentum together.

Thought leadership is a blessing, but, it can also be a curse. In this chapter

you are going to learn some key strategies that when executed correctly
can give you 10x your business virtually straight away.

I cant stress how important it is to get the right timing for when you dedi-
cate time to executing thought leadership strategies.

When you get it wrong, it will kill your business.

When you get it right it will make you an impactful celebrity in your niche.


A keynote presentation is when you get the opportunity to speak in front
of your niche in the flesh. Having the ability to captivate your audience in
a live, in-person arena is one of the most powerful tools you can utilise to
position yourself as the thought leader you truly are. A keynote is when
either an individual or an organisation invites you to speak in front of their
audience to share your wisdom for the benefit of that audience. Not only
does it give you the opportunity to help your profile but it also allows you
to boost the credibility and value offering for the organisation/individual
that invited you to speak. For that to be possible, you have to be enough of
a thought leader that the audience and group inviting you would benefit
from the presentation and content that you have to provide.

There are 3 things that we are going to discuss in regards to keynotes:

Maximising - Being able to utilise keynotes to the highest possible form of

leverage to get you better exposure, better credibility and more clients.
Finding - Being able to attract keynote opportunities to you so that you can
do the greatest number of high quality keynotes possible.
Delivering - Being able to deliver a world class presentation that captures
your audiences attention and inspires them to take action.

When you have the ability to harness the power of keynote presentations
you can turbocharge the results you are getting in your coaching business.
We and many of our clients have done keynote presentations to make 10s
of thousands of dollars in sales in the business directly and even greater
results off of the backend.

Maximising Keynotes:
Doing a keynote presentation gives you the potential to meet amazing con-
tacts and make sales in abundance. However, as we alluded to, it also gives
you the chance to maximise the opportunities in more ways than one.

In this section, we are going to go through the main ways that you can ben-
efit from doing keynote presentations. When you get the time to choose
thought leadership strategies, everything that you do extends through
your network and feeds into the next. Everything continually creates expo-
nential growth in the business. Whenever you do a keynote presentation,

the mandatory requirement is to make sure that you get the presentation
filmed. HQ filming is preferred, however, even if you get it filmed with am-
ateur quality, you MUST get it filmed.

1. Spread through social:

The thing you can do first and foremost is spread footage of your speaking
efforts through ALL social media that you have. There are lots of creative
ways to benefit from putting this on social media, but the best way to do
this is by taking small snippets that you teach in your keynote and then use
that as a content piece in your social media. What this does is gives you the
chance to give advice with the underlying credibility booster of seeing you
present in full force.

2. Speaking show-reel:

When you set keynote presentations as a regular way that you spread your
message and get in front of your audience, you are building up more and
more examples of footage that you can use for your show-reel.

Your speaking show-reel is a specific video that is created to show potential

keynote hosts the power of your presentations and gets them excited about
having you speak in front of their audience. The obvious way to put togeth-
er a powerful presentation is to mash up all of the best segments that you
have had on stage and combine that with great video editing to make the
clip super-high quality.

3. Getting clients:

The obvious thing that you want every keynote presentation to do is to

generate new leads and sales. If you are speaking in front of an audience
that contains your target market then you should be doing exactly that.

Keynotes provide a huge opportunity to make sales because you are taking
leadership over the room and you are explaining how your area of exper-
tise can solve the audiences biggest problem right now. The tough part of
the equation is bridging the gap between you on stage and the audience.
It can be difficult to actually speak with them. You can bridge this gap in
a variety of ways and these really depend on the size of the room. If you
are doing a keynote in front of a small group of people you can convert ex-
tremely highly; if you are doing a keynote in front of a huge room, you will
convert significantly less.

If you are talking in front of a small room (10-30 people), you want to book
every single person in the room into a strategy session with you or your
team (if you have the time) and then close them into your course. I did
this with a room that I spoke to in Perth and out of the 9 sessions that I
booked in with people, I closed 8 people into what is now 6 Figure Coach,
our $4,000 course. On top of that, I was paid to do the presentation.

If you are talking in front of a larger room, you have 2 main options and it
really depends on the host and their boundaries for you. The first option
and the best for you is to get people to pay to have a strategy session for
you or your team. You can sell it for anywhere between $97 and $497 and
this would separate the wheat from the chaff. This way, you only get the
high quality leads into a session with you. This is dependent upon the host
allowing you to pitch the room.

The second main option is that you direct people to a specific offering, it
could be a hook or a challenge, a webinar or even an upcoming seminar.
This will not only give you the chance to pitch to them on your program, it
will also put people on your email list.

4. Finding opportunities:

Every single time you do a keynote presentation and deliver like a super-
star, you essentially own the room and have the respect of everyone in
there. Depending on the calibre of the room, you will usually have some
great potential new contacts in there, people you wouldnt have expected
to meet.

When you deliver a keynote presentation, you get the chance to meet them
with the greatest of positioning. The important thing when delivering a
keynote is to make sure that you stick around and maximise the trust and
rapport that you have built with people to do the highest quality network-
ing you possibly can. You could find a potential Joint Venture Partner, get
yourself more keynote opportunities or even meet collaborative partners
that you work with in the future.

5. Marketing mashups:

When you deliver keynotes and follow the essential rule of filming it in the
best quality you possibly can, you create powerful footage that can turbo-
charge the perception of your brand with every single marketing initiative
that you do.

Have you ever been looking for someone to eat and seen a restaurant that
is completely packed with people laughing and having fun and just thought
to yourself, that place looks awesome? This is called social proof - you are
trusting the quality because other people have already tested it out for you
and done the hard work. The big benefit that you have when you are deliv-
ering a keynote presentation is that you are positioned in the best possible
way and everyone looks at you as a hero.

This means that using this footage will allow you to position yourself in a
whole new light and convert much more effectively with whatever you are
marketing. Lets say for example you are doing blog videos. If you mash a
bunch of quick footage of you talking on stage into a video intro clip, then
people are going to be much more engaged in the blog video and start
talking about you. A standard blog video that someone is watching for the
first time doesnt have anywhere near the power.

Lets pretend you are marketing an upcoming webinar. If you have vid-
eo ads that play throughout Facebook with you doing keynotes mashed
throughout the content, then all of a sudden people are going to be open
to registering for your webinar because you are now positioned in a way
where people want to know what you have to say. Keynote footage is essen-
tial social proof on the grandest scale.

6. Repeat keynotes:

One of the obvious benefits of doing keynote presentations is that you have
the opportunity to do MORE keynote presentations. When you speak in
front of someones audience and really deliver a ton of value and amazing
engagement for the people who attend, the host will thank you big time.
What you need to do is have a second presentation suggestion that you
could deliver to the audience in 6 months time, promising to wow the au-
dience a second time around.

There is no reason that you couldnt become a regular presenter. If it is a

noteworthy establishment that you are speaking in front of, this is a huge
opportunity to continually get the above benefits for yourself and your cli-

Finding Keynotes:
The biggest question that people have when it comes to keynote presenta-
tions, is how to FIND them. Now that we see the huge benefits associated
with delivering keynote presentations, lets look at the important action
steps that are required when looking to find them.


1. Wish list:

The first thing that you have to do when deciding to use keynotes as a
thought leadership strategy is to build a wish list of where you want to
speak. Do you remember when you were a child at Christmas time and you
were making your wish list for what you wanted? There is some truth in
the power of identifying your desires in life. So thats exactly what we are
going to do. You need to create a spreadsheet that has a list of the 20 places
that you would love to speak at. If you cant think of 20 places, then you
have to research and look around until you do come up with 20.

You should then put the following headings in the columns of your spread-

- Organisation Name
- Organisation Website
- Facebook Page
- Contact Name
- Phone Number
- Email
- Presentation Prescribed
- Date Last Contacted
- Date Next Contact
- Notes

2. Keynote Show Reel

The next thing that is vitally important is making sure that you have a
show-reel that can demonstrate the power of your presentations. Like we
spoke about above, this can give everyone proof of the quality of your pre-
sentations. When you have a show-reel you can send it out every time you
are trying to arrange new keynote presentations. You want to make this the
best possible quality. You can do this with the following factors:

Quality of presentations - The quality of the speaking clips that you choose
to put in the show-reel will have a huge impact on the quality of the show-
reel in its entirety. People are looking for how well you speak, so the power
of your speaking capabilities want to be demonstrated to their fullest in the
clips that you put in your reel.

The quality of the filming - The second factor you need to consider is how
high quality the footage is from a filming point of view: are you using
drones that film above the crowd and a 50,000 dollar camera, or are you
using your iPhone from the back of the room? The higher the quality of the
footage, the higher the perceived value of the presentation and the content
that you are sharing.

Quality of the editing - The last thing you want to consider with your show-
reel is to make sure you have great editing to hold the clips together. If you
have a powerful brand and the brand is articulated well in the editing of the
video, then the person viewing will be wowed on that next level.

The show-reel is important and regardless of the 3 factors above, having

a show-reel is a million times better than not having a show-reel, so just
getting something together is the most important thing.

3. Speaking Opportunity Hacks

There are 3 main hacks that you can add to your armoury that will boost
your chance of generating speaking opportunities:

Webpage - If you have a page on your coaching business website called

speaking where you articulate the fact that you are a speaker and you have
your show-reel along with a bunch of information selling the power of your
presentation, then you are going to boost the opportunities you get mas-
sively (when coupled with the rest of the strategies outlined here).

You simply want to list your experience, your passion and knowledge areas
that you speak about and make sure that you have your show-reel as the
most prevalent object on the page. Lastly, you want to have a call to action
for them to get in contact with you. If you dont have room on your coaching
business website to have speaker listed there, then simply put it on your
own personal website.

Email signature - The second speaking opportunity hack is an idea that I got
from one of our amazing clients Laura Huxley, who is a superstar speaking

What you need to do is to make sure that in your email signature you men-
tion that you are a speaker and link to your speaking page on the website.
This tells everyone you speak to that you are a professional speaker and
increases the chance of getting keynotes through new opportunities and
with people whom you are currently in contact with.

Title - The last hack is a simple, but, powerful one and that is to call yourself
a speaker. Its literally as simple as that. For example; John Smith, Profes-
sional Speaker and Relationship Expert. Having the speaker in your title
gives people the opportunity to think about hiring you to speak.

4. Presenting FREE:

One of the biggest problems that I see with coaches who want to do live
presentations is that they expect speaking to provide the majority of their
income. There are a few problems with this.

The first is that speaking to a group of people in itself isnt enough to create
the type of impact you truly want to make in someones life. It might be
an amazing source of inspiration for a lot of people, but if you only deliver
a speech then you wont be creating that transformation that your niche
deserve to have.

The second problem with attempting to make your income solely from
speaking is that you are trying to make your money with the assumption of
being a celebrity without doing whats required to become a celebrity. To
clear up celebrity, I dont mean selfies on a red carpet celebrities, I mean
having an amazing influence on a huge amount of people type of celebrity.

If you have a product that delivers such amazing results to your clients that
it transforms their life forever, then you will make enough money from that
to put yourself in a situation where you can afford to speak in front of peo-
ple for free. If you can offer to speak for free then you will increase your
chance of securing a speaking opportunity a lot.

5. Making Contact:

The obvious start to getting a speaking opportunity is to connect with or-

ganisations that can provide you that opportunity. As crazy as it sounds,
most people dont reach out to try and become speakers at various organ-
isations and the funny thing is the only people that reach out regularly are
the ones that are doing keynotes regularly.

Simple Summary: Contacting Regularly = Speaking Regularly.

To make contact it is not as simple as sending an email through and having

the deal in the bag, you have to be willing to separate yourself from oth-
er people who are reaching out. The various steps to follow when making
contact are:

Video of intent - If you can film a video of intent, talking to the organisation
about why you want to help their audience, how you believe you can pro-
vide value and why you love what that particular audience does, then you
will significantly increase your chance of securing an opportunity.

Sending an email - Sending a formal email letting the organisation know
that you are interesting in speaking is an important piece of a puzzle, but
is a dead-end if you stop there. In the email you want to put a link to your
show-reel and your video of intent.

Call them - The next thing that is important is to pick up the phone and call
the organisation: show them that you are seriously interested and that you
have a backbone. If you dont get onto them, then call them back.

Social media - If you cant get through on the other mediums, then social
media can be a great way to spark up a conversation. Everyone contacts
people through different mediums and it is important to contact your po-
tential keynote host through what will get noticed the most. The only way
to do that is to test each medium and gauge which gets the best response.

6. Perseverance - So many coaches who are looking to secure keynotes ei-

ther send a message, call or email and if they are unsuccessful or dont get
a response just completely give up. When you are approaching an organisa-
tion as a speaker, you have to realise that the owners of these audiences are
being completely bombarded with people wanting to gain access to their
audience and speak all the time.

The people who are successful are those who are planning on succeeding
with keynotes in the long term, those who will continue to increase the
chances of getting the opportunity by following up UNTIL the talk is se-
cured. Following up 10 times is a great way to boost your chances of getting
the speaking opportunity securedPERSEVERE!

7. Start with meet up - Although there are most likely large audiences you
would love to speak in front of on your wish list, it is always great to start
small to gain momentum while you trawl for the big fish. Federations, in-
dustry conferences and large networking companies are usually the ideal
audiences to gain access to speak in front of due to their acclaim.

However, there is a huge opportunity to secure easier gigs via the event site
called meetup.com. Most of you will have heard of the platform and attend-
ed events from the platform already, however, you will usually find a ton of
groups in there that have healthy audience sizes, where the owner of the
groups are happy to give you the chance to speak.

The key when approaching meet-up groups is to make sure that you make
contact and build trust first before you ask for the speaking opportunity.
Although these owners are more open to offering up opportunities, they
are still usually being contacted regularly, so you need to make sure that
you arent just another spammer looking for an opportunity to sell. You
need to sell the organiser on the vision of what you are trying to achieve
and build trust before asking to speak.

If you can keep those strategies in play when looking for keynote presenta-
tions, you will drastically boost the number of talks that you can book and
youll ensure that you maximise the strategy of speaking for your business.

Delivering Keynotes:
When it comes to delivering an outstanding presentation that engages your
audience, wows them and inspires them to take action, you need to nail
both the content and the presentation elements of the talk. If your presen-
tation lacks power with the content then it will have no depth and if the
presentation lacks power with the presentation, then it will lack engage-
ment. If you can nail both then you will be able to have incredible success
with your presentation.


To give you a really solid structure for your keynote talk, I will go through
the 5 most relevant pieces of the content equation. This will be more than
enough to create a killer talk and the more you present, the more different
dimensions and elements of perfection you can add to the presentation.

Topic - The topic of your presentation is incredibly important because re-

gardless of the quality of the content, if it doesnt align with the interests
of the audience, then it doesnt matter. When you are thinking about the
topic of your keynote, you need to consider who will be listening to your
talk and balance that with what you want to be known for as a speaker. As
I mentioned in the intro of this chapter, you can talk on the topic that you
choose to write your book on or you could do a few different keynotes of
different topics and see which one resonates most with your audience and
then publish a book on that.

Three Stories - After you have nailed a topic for a presentation, a great way
to start the presentation is to use stories. This is a practice that has been
taught by many thought leaders to engage the audience right from the be-
ginning of a presentation. The way it works is as follows:

1. Audience State Management - Think of the feelings that you want your
audience to evoke; excitement, hope, fear, inspiration, etc.
2. Story Choice - Choose 3 personal OR generally interesting stories that
evoke the states that you want your audience to be in.
3. Opening 3 loops - When you step in front of the audience you will start
the entire talk by sharing the 3 stories. When you share these stories you
will only start the stories and then build them up right up to the kickerbut
without actually sharing the kicker. When you have the first 2 stories built
up, just go straight into the next story as if you hadnt even built the story
up and then when you get right before the end of the last story, build it up
and then just go straight into your presentation by introducing yourself.
4. Closing 3 loops - Right at the end of the presentation you finish off each
story one-by-one and hammer home the point of the entire presentation in
a highly engaging and memorable way.

Teachings - When you are going through your presentation you want to
have 3 to 5 main content pieces that you take the audience through as a
clean way to articulate the learnings about the topic you are sharing.

When you go into these key principles in the presentation, what you can do
is go through the why and the what elements 100% to sell them on the
value of what you are teaching and then get the main point across. Last-
ly, you can choose whether or not you incorporate the how part of the
presentation, so make sure that you keep the strategy behind the 4-MAT
system in the back of your mind when you are putting together the content.

Call to action - The last thing you want your presentation to cover is the
most important aspect if you want to generate leads and build your fol-
lowing and that is having a call to action. The call to action can be very
specific and higher risk if there is a smaller room. With larger crowds, you

can have a lower risk opt-in, but you ALWAYS have some call to action, even
if you simply direct people to follow you through social media. You have to
capitalise on every opportunity to get people to take action towards your

Presenting - Presenting is where you can really create a memorable experi-

ence for your audience. This is where you apply the x-factor to engage your
audience to the fullest extent.

The 4 aspects you want to include in a quality presentation are:

Certainty - The first thing that you can use as a go-to strategy that will
ensure that you have a powerful presentation is your level of confidence,
belief and certainty that you hold throughout your talk. When you are on
stage, you no longer have the ability to do another re-take - its raw, its in
the moment and its unfiltered.

For that reason, you cant rely on perfection of content, you have to rely on
the ability to hold yourself to the highest possible level of certainty. The
best version of you has every answer you could need, has the highest level
of brevity and always creates an impact.

The way to best bring out this version of yourself is to enter every pre-
sentation with 100% commitment. I honestly believe that the single most
powerful strategy you can use in life is making a decision to commit to
something in its fullest. If you are going to give the talk anyway, you may as
well play full out and show as much certainty and energy as you can. When
you do this, you not only quickly get past any apprehension, you also set
the tone for the rest of the talk. Have you ever noticed that you have certain
friends that you act a certain way around. Even though you may have de-
veloped yourself fully outside of that group, when you catch up with them
you go back to that old version of yourself?
The same thing happens based on how you start the presentation, if you
start the presentation slowly, it will be very hard to break the mould of the
tone you set from the start, so you may as well set the tone well from the
start by committing 100%!

Interaction - When you are presenting to an audience traditionally, its a

very one-sided set up where you are talking at them and they are just lis-
tening. If you want to boost engagement significantly a great way to change
that traditional dynamic is to start to make it a two-sided set up by inter-
acting with them. Ways that you can do this are as follows:

- Yes Questions: Yes questions are when you give people the opportunity to
agree with what you are saying by finishing a question with a Yes or No
OR even Yes or Yes. E.g. Is it important to have quality presenting skills to
pull off an engaging keynote presentation? Yes or Yes!?
- Show Of Hand Questions: A show of hand question is when you ask the
audience to show their hands if they agree with what you are saying. For
example; Who here with a show of hands has seen someone present with
great interaction? Keep your hand up if you thought that it made the pre-
sentation more powerful! Awesome guys!
- Who Share Questions: Where you ask who wants to share an experience
that they have had relevant to the distinction you tried to make in your
talk. For example; Who here has experienced this before in some way?
Then get them to share, because you are getting them to prove the validity
of your content.
- Walking Around: Just simply by using the space you are presenting in to
its fullest you can get people to engage more. For example, if you walk up
and down the aisles while you are talking and use the fullness of the stage,
people stay interested for longer.
- Games: The last of the basic tips to keep great interaction in your pre-
sentations, is playing a game that includes all of your audience. E.g. Tony
Robbins plays Simon Says at his Unleash the power within seminars and
it gets everyone participating and engaged!

Charisma: When you are delivering keynotes as a thought leader, one of

the greatest and simplest things you can do with your audience is simply
be your best authentic self. To stand out in life you simply need to be the
authentic version of yourself. When I present, there are two things that I do
a little bit differently to the average presenter.

Firstly, I get extremely passionate. At times, I will raise my voice, swear a

little and really hone in on a point that I feel strongly about. The second
thing that I usually do is regularly make inappropriate jokes; I cant help
myself. At the end of the day, you will get some people who make a deci-
sion to take your general comments personally, but its so important to be
uniquely you. In the long run, people will love and appreciate you for that.

Tonality: The last easy-to-implement presenting hack is your tonality.

There are 2 main ways to improve your tonality.

The first way is by committing more throughout the entire talk that allows
every point you make to have more power. The greater the commitment,
the greater the certainty and therefore, the greater the power in your pro-

The second strategy that you can use to improve your tonality is by switch-

ing the energy of the tonality you are talking with. Many people deliver a
monotone, sleep-hypnosis session because they lack tonal variation. You
want to be able to go from being very slow and soft with your voice to draw
the audience in and then you want to be really loud and fast to shock them
with where you are at, variety is key.

If you can find, deliver and maximise keynote presentations you will capi-
talise on your thought leadership status to the highest extent.


There is something special about publishing a physical book, something
that can only be explained by the technical term; Thud Factor. Thud is the
noise that is made when you drop a book on the group or slap someone in
the face with it and it has so much more impact than an invisible ebook.

When I was younger, I was amazed that people would have the tenacity
and perseverance to write an entire book. When I read educational books
about personal development, sport and business, I remember having the
underlying assumption that anyone who crafted a book and spent THAT
much time and had THAT much knowledge must have been a world leading
expert in the topic.

The thing I never thought about was the fact that someone had to have
written this book everyone else can, too. Just as I felt nervous, so did those
authors! If you become a best-selling author on a topic that your niche
wants to know about most, then your credibility as a thought leader will
go through the roof.

To properly master the art of publishing, we need to do 2 things really well;

1. Leverage The Book - Maximise the quality of the book to gain as much
credibility and new sales as possible for your coaching business.
2. Write The Book - Actually take your ideas and turn them into a fully fin-
ished book that you can publishlike this one.

Leveraging the book:

Before we get into the art of how to write this book, lets talk about some
great ways to promote the book and use it to grow your coaching business.
Publishing can be one of the greatest strategies that you ever use to take
your business to the next level, lets see how:

1. Free+ Shipping Model:

The first great way to use your book is to actually market the book to be
given away for FREE and highlight the fact that it is a free book that in-
cludes shipping.
In some cases this will end up costing you a bit with marketing, however, if
you do this in large volume, you might even be lucky enough to break even.

The goal with the free+ shipping funnel is to get as many people as possible
to buy your book (for free) and consume your amazing value so that they
see you as the thought leader you are. More importantly however, its about
using the book as a way to progress people through your funnel to a bridge.

When you look at the funnel below, you can see that its pretty straight for-
wards and your ability to create results with your book will be determined
by the quality of the topic that you have chosen and how well you articu-
late/market the book. There are so many different up-sells that you can put
on the thankyou page after someone has ordered their free book.

Some examples of up-sells to put on the thank you page of the book are:

- Webinar Registration
- Event Registration
- Challenge Registration
- Product Sale
- Bridge Registration

If you can make each of those up-sells as RELEVANT as possible to the topic
of the book, you will ensure you maximise your conversion on the backend.
At the end of the day, that is the whole point.


2. Book Sale:

The book sale strategy is exactly like the name suggests, simply selling the
book online. Everything above that applied to the free+ shipping funnel
is exactly the same, except for the fact that it actually costs money to buy,
meaning that the lead generation opportunities that come from the up-
selling off of the thank you page of the book still apply.

The massive advantage to this is that you can mention on the book sales
page that everyone who purchases a copy gets a complimentary training
session valued at $XXX.00 and this is your bridge right from the beginning,
without having other buyers drop off throughout the process.

3. Best seller through kindle:

In this day and age its easier to become a best-selling author than any
other time in history. One huge trust building strategy that you can uti-
lise with the book is taking it from physical book, to physical best-selling
book: its much more convincing. There are many different strategies that
you can utilise to ensure that your book becomes a best seller, however, if
you want to head down that path, its worth hiring an expert who can help
to guarantee that your book is a best seller.

4. Website:

One of the great things about having a physical book that you have written
is that you can flaunt that credibility and generate leads from it, all using
your main website. If everyone who visited your website could see that you
are a published author and has the opportunity to get a copy of your book
and the kick is that itsFREE, then you will be making great impression on
all visitors whether they claim the book or not.

5. Business card:

The best possible business card that you can give to potential clients is
a copy of your amazingly high-quality book. As opposed to getting a thin
piece of paper they will never use again, they are getting an impression
that will have the individual follow you, become a client or refer someone
who does.

You can either carry books with you where you go and give them out (have
copies in your car or at your office and give people a copy if they meet with
you or keep a few spare copies in your backpack you take to an event). If

you meet someone, you can ask them their address and then send them a
copy of the book. This is the most powerful way to utilise the power of the
thud and will make an irreplaceable impression with everyone you meet.

6. Gift to other thought leaders:

One very important part of being a thought leader is to continually position

yourself alongside other thought leaders. Using the law of association will
enable you to continually raise that level of thought leadership in the eyes
of your niche and increase the chances of having them want to follow your
work. When you have a book that you are proud of, it gives you a great ac-
cess point to speak and build relationships with other thought leaders that
you look up to and want to be affiliated with.

If you send out a couple of copies of your book every week with a nice little
hand written message in it to some thought leaders of your choice, it will
give you the opportunity to build your connections hugely.
Youll secure new joint venture partnerships, make new friends, have new
collaborative event opportunities and get more interviews and keynotes as
a result.

7. Gifts To Clients:

As a nice touch, having a book allows you to have the opportunity to gift
your clients with a great first impression. If you send them a signed copy
of your book, you are solidifying your credibility and that gives them more
reason to want to trust what they will be learning in your course. This will
allow your clients to stay longer and implement to a larger extent. Also, its
just a really nice thing to do.

Writing the book:

The writing of a book is an extremely daunting task and in the coaching
space it can literally be a task that makes or breaks your entire coaching
business. This is not due to it being so good or so bad that people will either
love you or hate you, this is due to the time it takes to put the book togeth-
er. The manuscript of the book you are reading right now is over 125,000
words. However, I got it done in less than a months worth of work in total.

Every typesetter, editor and book printer that I spoke to was in a state of
disbelief about how quickly I wrote this book, however, it was necessary to
ensure that it didnt ruin the business.

Once I was at a seminar and I met a lady who had a huge heart and had
been in the coaching space for around 20 years. She had written 7 fully
fledged books and had another one about to be published. Most people
would assume that she would be an incredibly successful lady. Unfortu-
nately, if you are measuring success as a coach on income, impact and in-
dependence then she had none of these. Because she took so long to write
a book without a solid base, she completely destroyed her business by get-
ting these books written.

On the other side of the coin, there have been so many coaches who have
had their entire businesses made by a book that they had authored. These
people allowed it to define their teaching and thought leadership status in
a really positive way. What we want to do is to achieve that great element of
thought leadership, however, we want to do that quickly with exceptional
quality. The process that I am about to run you through quickly, is simple,
effective and it works!

The 3 things that you need to have to get a book written are:

1. Planning - This is crucial to have as it sets the tone and foundation for the
entire book, without it you will have NO quality in your book.
2. Writing - Writing is what it takes to have a book and what stops most
people from having one. Obviously, without writing you will have NO book
at all.
3. Publishing - Publishing is where you allow the experts to take over and
polish your knowledge and turn it into a masterpiece, without it you have
NO professionalism.



The key to writing a successful book is all in the planning. The speed that
you will write at, the quality of what you put together and finished product
is all based on your ability to have a high quality plan for the book. So lets
create a world-class plan.

1. Topic - The first and most important thing is that you need to choose the
topic that WILL resonate with your audience the best. This topic needs to
combine your knowledge with what you want to be known for, similarly to
the choosing of a topic for a keynote presentation.
In this case you are about to tackle quite a large project so you cant just
change this later. The key to having a good topic is basing it on what your

audience wants most. Because the book is quite a large thing you are put-
ting together you can base it on something a little more specific and you
have permission to go a little broader and big picture with the topic.

It is a good idea to base your book on a Problem, Solution, Nightmare or

a Dream topic. The best thing that you can do is to survey your market to
figure out what is most important to them and couple this with your own
knowledge of your niche.

2. Outcomes - Once you have your topic in place and you know what you are
writing on. The next thing to do is to make sure you brainstorm the out-
comes you want people to be able to achieve through reading your book.
This will give you great clarity on what you should include in your book,
instead of just writing what you know.

3. Brainstorm - My favourite part of the entire process is brainstorming

everything that I need to put into the book to help people achieve the out-
comes that I want them to gain. You simply open a new document on your
writing apparatus and dot point EVERYTHING and ANYTHING that you be-
lieve needs to be included to help your audience get results from the book.

The key here is to write what you believe that they NEED, not simply ev-
erything you KNOW. When you think about what they need, you open up
the opportunity to create a higher quality book even if it means you need
to upskill yourself or get an expert to write aspects to the book, as opposed
to simply looking at what you already know.

4. Grouping - After you have created a monster list of everything that you
need to include to get the readers the proposed outcomes, we need to con-
dense and group the focus areas of the book. You will notice that a lot of the
random strategies and ideas put down in the brainstorm are related, simi-
larly to the process of creating your Business DNA, this process will allow
you to have clarity on the different areas you can then turn into chapters.

5. Chapters - When you have a bunch of grouped content areas, you now
have the structure from which to choose your chapters. What I suggest you
do is look at all of you grouped areas and either make them 1 chapter or
2 chapters. If they are a huge group of content you could make it a [Insert
Topic] Part 1 and [Insert Topic] Part 2. All of a sudden you have a chapter

6. Sub-Chapters - Now that you have chapters that have a bunch of ran-
dom strategies within them, you need to do some sub-grouping to come
up with sub-chapters. You want to have distinct topics to talk about in each
sub-chapter. Choosing these is the equivalent of choosing your lessons
when you are designing the blueprint for your keystone product.

7. Content - Now that you have the chapters and sub-chapters chosen for
your book, you have to create a content plan for each subchapter. I suggest
that you have a summary for each chapter and subchapter so you are com-
pletely clear on what you will cover in each of them and then have num-
bered points to cover in each subchapter. This means that throughout the
entire book, you know exactly what you are going to write about. This way
there will be no missing pieces to the structure, you just have to actually
write great content.

8. Substance - To help the writing of great content, you need to think about
what you are going to include in all the different content points. What I
suggest you do is use the principle painter to help with that. For each little
principle or content point that you are going to have in each subchapter,
you can choose either 1 or 2 of the ways below to make the content more
engaging. Whichever you choose can be listed in the content plan that you
are using to base your book upon.

The cool thing at this point is that you literally have your entire book laid

When you are writing the book, you are simply filling in the gaps. You arent
having to get too creative, you can just get it done quickly.


When it comes to writing the book, your main goal is to WRITE FAST. Like
I just mentioned above, it doesnt take a huge amount of effort because you
are relying on the structure you have put effort into.

1. Do it quickly - The most important thing is to get through the book, most
new authors spend ages trying to reword things well and bring out their
inner Oscar Wilde. The only problem with this is that the book will either
take 10 times longer to write OR it will never get finished, outcomes that
both arent satisfactory for coaches. The key to fast writing is to write with
no mercy and hammer though it quickly.

You have 2 main options;

A/ You write through the book WITHOUT checking it until the very end and
then you go through it once improving the way you have worded things and
then let the editor take care of the rest.
B/ You write through the book WITHOUT checking it at all and then you get
the editor to improve the book.

You will be tempted to continually change things until the end of time, how-
ever, you have to trust the process and just get through the text.

2. Plan Targets - Have a target of when you want to launch the book and
make it significant for you to launch at this point. For it to be significant,
you have to have some kind of accountability set to that date, potential-
ly you have a book launch scheduled or you have to launch it at a certain
time of the year, etc. When you have created this deadline, its important
to ANNOUNCE it publicly so that you have people holding you accountable
socially to the promise you made.

3. Set Deadlines - When you are writing the book and measuring progress
there are 2 ways that you can monitor where you are up to:

Word count - How many words you have written?

Completing sections - What chapter or sub-chapter are you up to?

It is important to have a way that you can measure your progress and I be-
lieve that setting targets for how many words you are writing for a writing
session is absolutely mandatory.

If you want to be able to control your outcome for your writing, you need to
come up with a consistent writing plan.

Formula for your deadline writing plan:

Step 1 - Solidify launch date

Step 2 - Subtract a month from your deadline of the launch of the book and
label that as the writing deadline.
Step 3 - Calculate how many weeks that you have between now and the
writing deadline. E.g. 10 weeks
Step 4 - Based on your book word count estimate (40,000 to 120,000
words); divide the word count by the number of weeks. E.g. 80,000/10 =
Step 5 - You now have a weekly word count goal. Based on your ability
to write at a speed of approximately 500 words an hour, figure out how
many hours it will take for you to achieve your weekly word count goal. E.g.
8,000/500 = 16
Step 6 - Schedule writing hours in the calendar so that you have time put
aside to write the book.
Step 7 - Get someone to hold you fiercely accountable to getting the words
written. Someone who isnt a close friend, but, someone who wont stuff
around with you and will give it to you straight.

When you have written your book, all you have left to consider is publish-
ing. At this point, the hard work is done, but, without a publish comple-
tion goal you can drag this process out for ages due to apprehension of the
launch of the book. You have to stick to a deadline for launch.

Publishing is where the magic happens for your book. You obviously need
to be the talent and plan and write an amazing book, however, taking a
bunch of words and scribble and turning it into a sexy physical book comes
with the help of some industry professionals in the publishing space. To
help out I am going to explain who you need to have to help with the pub-
lishing process and if necessary give you some quick tips on each.

1. Editing - The first step after finishing the writing of book, whether or not
you have gone through it yourself, you have to hand over the manuscript
to an editor. An editor can cost you anywhere from $1,000-5,000 depend-
ing on who you go through. The main goal that you want to achieve through
an editor is to tidy up the grammatical errors in your book and make it read
better. Because you are writing an educational book that you have planned,
you dont want anyone else to give you structural feedback because you got
the structure formed before beginning.

2. Diagram Design - Throughout the book you will most likely have created
graphics, diagrams and pictures. What you want to do is to get a designer
to make them look awesome. The quality of your graphics will boost the
perceived value of your book and its content and is worth investing in.

3. Typesetting - After you have the edited manuscript and all your images
designed you can hand it forwards to your typesetter. A typesetter has the
job of taking the book and making sure that it is formatted in a way that is
ready for print. Are the gaps between paragraphs set up correctly, is the
type going to be legible etc. When they are done with the book, the body
and main content will be ready for printing. Before you speak to a typeset-
ter, communicate with the printer to get clear on what they want from you
and that instruction will best guide the typesetter, this conversation is best
had before the typesetter has commenced work.

4. Title - When it comes to the title, I personally like to choose the title last.
The reason is because it gives you longer to brainstorm ideas and the title
shouldnt have any impact on the writing of the books text anyway. The
title will have a large impact on the success of your book and for that rea-
son I suggest following what Im about to take you through to get the best
possible title.

Come up with 4 main ideas using your knowledge of your market, using
a copywriters help and the help of your niche insiders.Then take those 4
titles and use FB Ads to split test which gets the most interest from your
niche. You want to set up 4 different ads and then send them to the target
audience that has the closest resemblance to your perfect niche.

Obviously you cant get them to opt-in for the book, so market people to 4
different landing pages with 4 different cover designs on each and when
they opt-in give them a free report covering the main takeaways in the book
instead. Whichever title gets the most traction will be the title you go with
for the book. A hypothesis can only be completed after a legitimate test.

5. Cover Design - Now that you have a title, its important to get a great cover
designed. The cover is a crucial element to the success of your book sales.
Its what people see first and judge whether to pick it up. I want to make
sure that if there is one area that you dont cheap out on that its the cover.
Get a good designer as this is the 4% of book that will impact 64% of the
sales. Before you speak to a designer, communicate with the printer to get
clear about what they want from you and that instruction will best guide
the designer. This conversation is best had before the designer has com-
menced work.

6. Printing - What I suggest that you do when hiring a printer is get the
best possible value for money without going overboard to begin with. As
long as you have seen SAMPLES from a printer of the quality they produce,
then you will be fine. It is important judge the quality of the books pages,
cover, ink clarity and binding quality, as opposed to whether or not it has a
well-designed cover and a cool type font.

I recommend that you get an amount of books printed that will really chal-
lenge you to get rid of them. This will put you in a position where you have
to focus your efforts around marketing to get the best return from your
efforts. If you print more when they sell, you wont be as motivated to sell,
so get an amount that will stretch you to promote the book to the fullest

Once you have a book that is incredibly well planned, written, published
and leveraged, you will get a gigantic return and it will be well and truly
worth the effort.


Doing interviews with other thought leaders is incredibly powerful and
can happen in many ways.

The POWER OF ASSOCIATION gives interviewing the ability to help com-

plement your thought leadership status and amplify your credibility and
impact. In this chapter we are going to identify and explore the main ways
to maximise interviewing so that you can leverage the strategy in the great-
est way.

There are many different interviews mediums and ways to go about har-
nessing the law of association as a thought leader. You can do podcasts, a
live online interview series or a live in-person interview series. You can
either be an interviewer or an interviewee.

Podcast - A podcast is an audio interview that can be put on your website

and uploaded onto iTunes.
In-Person Interviews - An in-person interview series is where two people
are filmed live in the same room.
Online Interviews - Online interviews are when you use Skype or Google
Hangouts to conduct an interview.

Being the interviewer:

If you are going to be the interviewer and proactively seek out people to
align yourself with then there are some considerations that you need to
take on board before putting too much time into it.

1. Focus - Running a podcast, online or offline series by themselves are a

huge effort and scattering your focus doesnt help anything. You need to
make sure that you get the most recognisable names onto the single plat-
form that you are focusing on. Adding extra platforms will be of no real

Have a think about what suits your goals best. You need to consider the
platform that big names are already working in, what your niche is more
interested in and whether you want people to be able to view your visual

2. Presence - If you are running your own series, then its important that

you maintain a balanced authority level throughout the interview. If you
are seen to be only asking questions, people will doubt your authority. If
you have an opinion and put it out by contributing equally and keeping the
interview more like a discussion then you will make an awesome impres-
sion with the people listening.

3. Great Interviewees It is extremely important that the bar is set high

with the calibre of other leaders that you speak with. Go for the big names
that dont just appeal to you but more importantly appeal to your target
market. This will help to increase your authority and credibility in the eyes
of your audience.

Being the interviewee:

When you are approaching other peoples interview series, then you are
positioned as an expert right from the start. You can be seen as the one who
is being asked the questions and you can give effective answers to create a
great impression the whole way through.

When you are contacting interview platforms to be featured on, you want
to make sure you leverage yourself in the greatest way possible. Just like
when you are approaching partnership potentials or keynote hosts, you
want to be creative and make the greatest impression possible.

The success of your interview efforts as a thought leader will be based on

2 main things:

1. Momentum - When you work hard by reaching out to interview platforms

and then secure an opportunity, or if you work hard to a big name and se-
cure them to be interviewed, then you have opened the door to getting a
lot more traction as a result. You have to maintain your momentum and
you can do that by reaching out to people consistently, affiliating them with
your series and then doing as many interviews as you possibly can.

2. Status - The more you are looked at as a thought leader in your niches do-
main, the greater the chance of securing an interview. Delivering amazing
keynotes, writing an incredible book and growing your business forwards
with great trust-building content are all aspects that will radically increase
your status and therefore your chances of getting featured in interviews.

The more interviews you get, the more coverage you and your coaching
business has and the more great industry alignments you make. A great
man once said that your network is equal to your net worth and there are
definitely elements of truth to that.
Winning means youre willing to go longer, work harder and give more than
anyone else. - Vince Lombardi

You were put on this Earth for a purpose, a destiny that cant be explained
with theory, action or strategy. Your calling to be a coach and your sole pur-
pose to change the lives of others is a beautiful gift.

The amazing thing about being a thought leader in the making is that every
single piece effort, blood, sweat and tears that you put to your coaching
business adds to the impact that you have in the world. Not only is coaching
an incredible blessing that allows you to achieve all the income, impact and
independence that you could ever want in life, it is also a responsibility.

Right now, there are far too many coaches who are not taking this respon-
sibility seriously enough. There are too many coaches who are letting fears,
doubts, insecurities and other trivial factors stop them from helping peo-
ple in need.There are too many niche participants who need their lives
changed from your coaching business and more importantly causes who
need support from your success. Unfortunately, the world isnt going to
change itself. I believe that with great power comes great responsibility
and a true heart-centred coach will honour that to the fullest extent by
shining the way they were destined to shine.

Now that you are equipped with the strategies you need to take control
of your coaching businesses growth, its time to rise up and put effort in
where it counts.
This is your opportunity to show the world the legacy you were destined to
leave. This is your moment to take your amazing dreams and make them a
reality for you and everyone else in this world that needs the best version
of you.

I love you for having the guts and courage to pick up a book full of truths
and take them on board even when it didnt come easily.

So, thank you!

Its time to go out there and WIN and help others to WIN in their own
lives too!

1. Head to your local social domain where you have a voice (Facebook,
twitter, email, Instagram)
2. Post a pledge that you will fulfil your destiny and include a link
to this book to help someone else fulfil their own dream of being a
thought leader.