Mhm Hello folks. Sean Rice here and in today’s training, I’ve titled this How to design a winning
business and what do they share with your model that you can use in building your business um such that you’re
going to design what we’re going to call business. You’re going to design a business that is going to allow
you to build something that is customer centric. And what that means is that we’re going to build, you’re
going to build your business in such a way that your business is going to be designed for your customers in
such a way that your customers, your clients will be able to get the highest maximum value out of whatever
it is that you’re teaching, whether it’s through your coaching program for your membership, through the products that you
have so many of the times, so much of the time in the information industry. And a lot of
my own training, we make an effort to streamline the thing in such a way that we can um make
it really easy for you to implement things in your business. And, and so sometimes we make generic statements
like you know, create three products and a coaching program, you know, somebody else might be partial to
a membership and they may say create two products and the membership, you know, you may often hear me
say we really want to prioritize a cooking program, then you want to create a few products and sometimes what
we’ll do is, and and we get the question a lot, hey, how do we price this ?
What’s the best pricing ? And sometimes it’s really easy for us to say, well, you know, three
of the price point, we found that really worked well in a stair step funnel or 97 4 97 and
9 97. For example, what I think what what really tends to happen is that the for example,
sort of gets buried in the whole thing and we spend so much time trying to kind of put together what
we call an ideal one. That’s what it’ll work for everybody. That sometimes we miss out a little on
the we miss out a little on what, what do your customers need. And so today that’s the direction
that I really want to take this and I want you to be able to look at building your business from
the perspective of what, what do I have customers need ? What’s what’s the very best thing and what’s the
way in which I can deliver maximum value in my niche ? How can I be the very best, delivering
maximum value in my niche ? And focus on delivering this maximum value ? Get away and in such a way
that you deliver whatever it is that someone wants in such a way that they are therefore willing to expect with
you their money. So we’ll talk about money for just a moment and we’ll get into this model as I’ve
just shared with you so often in the information business world. You know, we think about this ideal sales
funnel we think about, hey, how can we create products or what’s the perfect product to creator ? What’s
the membership to creator ? What’s the best way to create a coaching program ? And we come up with these
models that tend to work really, really well. But if you box yourself into one of those models rather
than looking at the best way to deliver whatever it is that you’re delivering in terms of information, a lot
of times you don’t build, what really, is that best business ? And if you don’t build that best
business so often you’re fighting against the competition, maybe they are building a best business. You’re trying to make
one that is, you know, just fits into a certain model. Instead, if you’ll focus on building
a best business, then focus on simplifying it as best as possible, you’ll create what literally becomes your own
model instead of instead of simply duplicating or copying someone else’s model. But let’s talk about money for just a
moment So often information world, you know, you have a great idea, you want to be able to
change the world by by something specific that you’re going to, you’re going to teach folks in your industry that
you’re going to teach folks in your world. Do you have something specific that you’re able to give that’s going
to be able to improve their life and you start there and you even want to take this farther than you
mean well, but it’s not just that you mean. Well, you really, you really want to change
things but then you can get down to the nitty gritty and you say, hey, if I’m going to
work full time at this, I’ve got to make a full time living to do it. And as soon
as that thought happens, a lot of times we begin to just focus on the money. When we focus
on just the money and we say, okay, we need to make this amount of money. We need
this many clients, they need to pay this much. We end up thinking about, okay, this is
the price that people need to pay in order for me to be in business so I can change their lives
. And a lot of times when we start with the price we start and then we say, okay,
well what do we have to give people in order to get them to pay that ? So maybe you experience
that kind of a thought process that goes on in your mind. And if you have, it’s a pretty
common thought process. And I thought that process before and others have thought it if you don’t, what if
we were to turn this thing on its here ? And what if we were to say, okay, what
do my customers need to change their life ? What do I need to deliver to my clients to my customers
? So that when they estate assimilate the material, their life will be changed, What do I need to
give them in exchange for their money ? But even before we get to the exchange of the money, in
order for that client to be able to get maximum results, what do I need to give them ? And
once we’ve laid all of that out, then we can think about, okay, what is it worth to
someone to be able to have all of this ? What’s a fair price for me to put on this show
that someone is able to have all of this particular training. We can think of funnels exactly the same way
. Instead of thinking of funnels from a perspective of, okay, I have to have three products and they
have to be priced like this. What if we were to instead start with the proposition that said, what
is the very first thing a client needs when they’re exposed to me ? What is the very first thing that
a client needs when he or she is exposed to me ? Okay, great. We lay that out,
we say, Okay, what’s a fair price for this ? Maybe that price is $97 then instead of saying
, Okay, we’ve got to kind of move this ladder up the next item, has to have this other
price instead. What if we were to say, okay, if someone totally assimilates this, maybe we have
100 buyers at this level, we go back to him and say, okay, what do you need next
? What are you still missing ? What do you need more of ? Do you do you need a membership
access Do you need coaching ? Whatever it is and then we design whatever that next thing is based on what
that next need is. Then we’re able to look back at it. Were able to say, okay,
what’s a fair price for this ? Maybe it’s $197 a month for membership access or maybe it’s $397 for coaching
access or whatever the case is. That way our stair step funnel is created based on the needs that we
are meeting, rather than some arbitrary decision that we’re making based on the pricing that we think that we have
to have in place. one more thing about money. I think that sometimes in this industry it’s easy to
get to the place where we think, okay, I need we need to make this money, so what
do I have to do to make it or what do I have to create in order to make that ?
But let’s just talk about money for just a moment. You see when, when we get paid for something
, all we’re getting all that payment is it is an exchange of money for whatever our services are, folks
that are purchasing from you are not giving you money just because they have fun giving away money. They’re in
fact they’re not even giving you the money. They are changing the money with you for that. Something that
is a value they’re expecting to get some level of value from, from you, from what you’re exchanging with
them They are expecting to get this certain level of value in the exchange with you. Okay, So when
we were thinking along the, along the lines of this exchange of value, now, we begin to get
into kind of a competitive place and we ask ourselves, I believe that we need to ask ourselves is what
we’re providing, Is it not only a good exchange of value ? What is it also something that they can’t
get somewhere else ? So a lot of times I have folks country and they ask, we’ll ask me the
question why, why do I need to create a training program that is the best in the marketplace because my
competitors aren’t doing what’s best in the market place ? You know, I don’t, I don’t really think I
need to be best in order to compete. There’s lots of people out there making money in, in my
particular niche that are not the best in the marketplace. And I just want to be like everybody else.
And you know, I wrestled with this issue a lot, I’ll be honest with you wrestled with this issue
a lot because folks make incredibly persuading argument that they can get by by just being like everybody else. You
know and if your competition Is, let’s say, making $100,000 a year, you’ve got five competitors each making
$100,000 a year selling in this market. It’s really easy, in my opinion, it’s really, really easy
to look at that and say, Okay, well I just want a piece of that pie. I’m going
to come in. I just want to take a piece of the pie. I want to just do things
just like everybody else and I’m okay with that. I just want to make this $50,000. I just want
to make this $50,000. And what do I have to do to make that happen ? And the problem with
this is, look, let me just kind of talk about The persuasive argument. Your folks will make this
persuasive argument and I’ll be honest, it’s really easy for me to get carried away with that and say,
well you know, you’re right, you’re right. You can just be like everybody else and make your 50,000
or whatever. If that’s what you want to do from home, there’s nothing wrong with that. It’s really
easy for me to place a stamp of approval on that. Yeah, because in theory that makes a lot
of sense. But when it comes to the real world, I believe you’ve got to recognize that you’re five
competitors have already been in the market for 5 to 10 years. They know what works, they’re doing,
what they believe to be their best to capture that part of the market. And so if you come in
and you’re just like them and you just say, I’m just going to create another product that is just like
them or I’m going to create a coaching program that’s just like, there’s Then why should anybody do business with
you who’s only been in business for 30 days or 90 days when these other companies have been in business for
a long time teaching the same thing that you’re teaching. And so then some folks will say, well,
you know, I could just charge a lower price and put everybody out of business. The problem with charging
a lower prices, the only reason someone then comes to you instead of your competition is because you are cheaper
. And if the only reason they’re coming to you is because you’re cheaper, their value proposition isn’t on whatever
it is that they want to learn. And so what happens a lot of times, if you’re the lowest
price leader in your market, you’re not getting the best clients, you’re getting the cast off clients, you’re
getting the clients, the other people don’t want your getting the clients that maybe, you know, aren’t willing
to study or work is hard. And so there they’re not willing to pay that higher price with somebody else
. And so I don’t want to go into any more depth on the pricing issue, but it’s a slippery
slope I mean, it is just a slippery slope that you run down. When you say, okay,
I’m just going to build my business by being cheaper than everybody else. So if we’ve eliminated this idea of
being equal to everybody else, we’ve eliminated this idea of being cheaper than anybody else. Then if we’re going
to break into a new market, what do we need to do ? I believe we’ve got to be better
than everybody else. I really do. I believe we’ve got to be better than everybody else. And folks
, by the way, I think that this goes far beyond the information marketing industry. I think if you
look around the world today, we’re seeing an upheaval in businesses, some businesses are going out of business,
some businesses have priced themselves out of business on the low end. What we’re seeing though, If you,
if you look close, you look close. I think what you’re saying is that the businesses that are excelling
in today’s marketplace, they may be competing in the same market, but they’re doing things better or different than
the competition. And I don’t believe that the Internet is any different and, and so I believe that in
order for you to create a winning business, your mindset has to be that I’m going to be better than
the competition, I am going to be better than everybody else. Now, you’re going to be better than
everybody else. If you’re going to deliver better training, you’re going to deliver more complete training, you’re going
to deliver more up to date training, whatever it is, if you’re better than everybody else, what does
that mean ? It means in your market, you’re the best means that you’re the best. If I’ve made
a logical case so far, that I believe that to be able to compete in today’s marketplace and be able
to do too trusting lee build a trust that you’re going to be able to build a solid business. I
believe that you have to be better than everybody else, which is the best. I really believe that you
must be the very best at what you do for whatever your sub niches for whatever market space that you’re in
. I genuinely believe that you must be the best and that you must position yourself as the best. One
more argument that I hear sometimes and I’m sharing these arguments with you because I don’t want you to get sidetracked
by one of these arguments. It I don’t want you to hear, hear me speaking today and then I
think ok, well I have a special case, a special scenario and what Sean saying does not apply to
me And by the way, I’m giving you the three biggest arguments here, there may be more that are
popping into your mind. I wish that you would just trust me in that your market is not different.
Your market is not different. That if you want to truly be able to write your own ticket to having
a great business, I really genuinely believe, shift to this place where you say I’m genuinely want to be
and I’m genuinely going to be the best. Okay, now let me go back to this is really just
another call, another argument, but it’s really just another another fork in an earlier argument of this idea that
, you know, other people are doing it. So, you know, why can’t die ? Somebody else
did it last year, so I can’t die. Well, that’s kind of how the lottery is okay,
you know, every once in a while there’s a $10 million state lottery or there’s a $300 million multi state
lottery And somebody $1 $300 million dollars last year. So the truth of the matter is, people do win
lotteries and maybe next week somebody’s going to win a lottery. But the odds, even if you go out
and buy a ticket, Even if you go out and buy 10 tickets, The odds of you winning a
lottery for $300 million 300 million or whatever the case is. So while winning the lottery might be an exciting
Fantasy that there’s a one in 300 million chance that you might win the big one, or a one in
25 million chance that you might win. Maybe there’s a state lottery. While that may be a fantasy,
there might be a fun fantasy. If you’re planning out your future, you wouldn’t stake your future on making
$10 lottery payments each week, you wouldn’t stake your future on making a $500 lottery payment each week, thinking
you’d increase your odds by 50 times. If you were to buy 500 tickets instead of 10, you wouldn’t
build your future on that. Well, in my opinion, when you look at one long individual out of
a let’s say last year a million people started a business and information business in your related niche arena and one
of those people was able to just be like everybody else. But maybe because you know, I don’t know
maybe the way they look, maybe the exact words they put on their sales page, maybe luck, got
involved maybe they got a special interview that got him on tv. Just something that happened to one person out
of a million. If you look at that one person out of a million and you say, I’m just
going to do it, they did the odds of you being able to have that one in a million experience
, meaning that your face looks exactly like the winning face of the year and you know, your words are
exactly like the winning words of the year because consumers are fickle those winning words of the year. They do
change from year a year. You know, if you’re if you’re counting on being lucky enough to get interviewed
in a very specific place that creates this male strong of of inquiries and media inquiries about you, let’s face
it the odds of that happening to you are about as good as the odds are you winning that lottery and
just as you wouldn’t stake your financial future on the lottery, I don’t believe you should stake your financial future
on hoping that if you just be just as good as everybody else in your market, that you’ll be able
to kind of eke out an existence. So for those reasons, I genuinely believe that if you’re going to
position yourself so that you can say, I am going to build a winning business, this you not,
I have a one in a million shot of building a winning business, not, I’m hoping I’m going to
build a winning business. I’m not going to eke out an existence online, but instead, you can confidently
say I am going to build a winning business this year. I believe that you’ve got to position yourself as
saying I’m going to be better than all the competition, which means that you’re going to be the best.
And so as a result of that, rather than using that long drawn out terminology better than the competition,
I’m going to feel free to use the word best. I want you to focus on being the best.
Okay so if you’re going to design that winning business, that’s going to be the best. What do we
do I’m gonna give you a quick overview and then I’m going to dig into the details. So the first
thing you’re gonna do is you’re gonna start with customer needs and desires in your market. Once you know what
those customer needs and desires are in your market, I believe the next thing that you want to do is
ask the question, how can you solve that need and how can you solve that need ? And then once
you determine how you can solve that need now that I know how I can solve that need, what can
I do to roll this out so as many people as possible are going to be able to learn from me
and then after that it’s just an exchange. I have this and we put a price on it. You
exchange your money for my training, my solution to your need, whatever the case is. So let’s dig
into that. Let’s let’s start with the first the first point. And that is you’re going to start with
your customer needs and desires in your market. You’ve got to find out what those are. You’ve got to
find out what those are. And I’m amazed, I’m amazed how many folks are in business. It is
selling a product or even a coaching program sometimes, but they may not even know what their customer needs and
desires are. They know people will buy a training on X. Y. Z. Topic, but they
don’t know what the needs and desires are. And if you fall in that category, it’s okay because many
other people fall into that category. They don’t desperately no what their clients desperate needs and desires are. But
if you don’t know or if you know a little bit, I believe that if you’re going to build that
winning business, you’ve got to figure out what they are. You’ve got to find a way. And in
everybody’s niche that may be different whatever it takes to find find what those needs and desires are. It may
take joining five of your competitors programs. And because they have some level of access to everybody in the program
, Maybe they have forum access or they have telephone access, they have email access where you can kind of
hear people asking questions, find out what those needs and desires are. You know, it may mean running
some advertising not for the purpose of selling anything, but it may be for the purpose of just asking the
question what is your biggest need In whatever your marketplaces ? So what is your biggest need in whatever your marketplaces
may involve running that advertising a lot of times, you know, folks say I’m going to run an advertising
campaign and generate 3000 visits to my website. I don’t have much to sell, and I don’t know what
I would sell them, but I want to get them to my website and maybe they’ll buy something. What
if instead you would say I’m going to drive 3000 visits to my website for the sheer purpose of finding out
what do they want, what do they want ? And then asking them, once you find out what they
, once they’re they’re asking them, what do you want, what, what do you want from me ?
What do you want in this industry ? Whatever it is that you’re looking for, what you have a problem
or you wouldn’t have type this into the search engine. What do you want ? What are your greatest needs
? What are your greatest desires ? What needs do you have that ? Nobody else is fulfilling ? Thanks.
You can ask the question, What are your competitors doing right, going and find out what your competitors are
doing right ? And folks that may mean investing in your competitors programs, you know, it’s amazing to me
how many folks will go out there and they’ll look at five competitors websites. And I hope the website will
tell them what it is that their competitors are really doing 95% of what your competitors are doing is after someone
joins the program. The website is window dressing. The sales pages is just what happens on the front end
. If you really want to know what your competitors are doing right by into their programmes, I’m serious.
Whatever niche you’re in, you’ve got five competitors enrolling all five programs. Show up on all five coaching calls
and take notes. What is johnny doing ? Right ? What is mike doing ? Right ? What is Mark
doing Right ? What is Joanne doing ? Right ? What is mary doing ? Right ? Right. All those
things down and then ask yourself out of all the things these folks are doing, right. What are they
missing the boat on ? What are they doing wrong ? What are they missing out on ? And this sounds
like a lot of work. And it is, it’s market research. If you’re going to build a best
business if you’re going to build a winning business, if you’re going to build a business, it’s going to
take the world by storm, I believe. You’ve got to do a little bit of market research. And
this is to me this is compared to what some of the big companies these days are doing. You know
, having 1000 people do surveys and, you know, go into towns and and literally set up shop in
a particular town and interview 1000 people personally and talk with them and take their products out how I’m trying out
and ask them questions. And this is a small price to pay. You can do this today, 90
days from now, you’ll know what your competitors are doing. You know what they’re doing right. But if
you really immerse yourself into the programs, you’ll know what they’re doing wrong. And here’s the thing is if
all you would do is they got a sheet of paper and write down everything they are doing right and everything
. They’re doing wrong. Everything they’re doing right. You want to put in your program right ? But in
addition to everything they’re doing right. You want to put that Duke everything. They’re doing wrong. You want
to do it right as well. You want to say, you know what ? That company is not teaching
people about X. That’s what you need to do. This other company is not communicating. This other company
doesn’t have good customer showed us this other company doesn’t really care. That’s when you can go in and you
can say, okay, how can I tackle this weakness in the marketplace ? And then by the way,
you may not necessarily need to do all the things they’re doing wrong, right ? You may just pick one
of those things and you could become the leader in the marketplace. Now, we’re looking at being best and
you’ve identified that all of these companies are each doing one thing wrong. Why not do them all right ?
Why not make yourself practically impervious to competition ? Because if you go in and you say, well, all
I’ve got to do is do this one thing and I’ll steal all the business for my competitors. But you
leave full things undone. You leave yourself open to attack, you, leave yourself open to attack by somebody
else that comes along next year and says, I’m going to do one more thing, right ? And steal
all your business from you. You know, and the way to make yourself impervious to attack is to go
in there and simply be proactive, do everything your competition is doing right, identify everything they’re doing wrong and
say you know what ? We’re going to do all of these things right as well. We you will be
able to say about your business, we are the premier service provider in this industry. Now, if you’re
able to say we are the premier service provider in this industry, what can you normally do ? You can
normally charge more or if you charge the same price, you mean really make it easy to gain more customers
or you can charge more people will join you because you are the premier organization. Think about this when you’re
looking for coaching, when you want to work with somebody is going to teach you. Do you go out
looking for the person that’s just like everybody else ? Or do you go looking for the very, very best
that you can afford ? You know, my guess is you look for the very best that you can afford
your probably not looking for, you know, you know, I mean we’re talking about information marketing here.
If you’re wanting to learn how to drive more, let’s say social media traffic, Do you want to just
go find somebody ho hum, That’s barely making a living and say, hey, can you help me eke
out an existence driving social media traffic ? Or would you rather say, you know, I’m going to find
the person that drives more social media traffic in the whole wide world than anybody else because I think they’re doing
it right. And my guess is folks you want to work with the best. The truth of the matter
is your human. I’m a human. We both want to work with the best. Your prospects are exactly
the same way they want to work with the best and when you position yourself as the best, that’s who
they want to work with. We really want to dig into this with your customer needs, what do the
people in your industry needed. And if you don’t know, you’ve got to do the research. And I
believe the research is probably going to have to go deeper than than a few internet searches. I think you
really got to dig in, find out where your prospected customers are hanging out. Where are they hanging out
online and begin having conversations with them. Whether that’s informs, you know, you know, sometimes I’ve heard
something along the lines of, well, there’s some forms out there. It’s really hard to break into them
. Well, Do what it takes. Everybody else is broken into them. Do what it takes to break
into them. It may mean 90 days of helping out on the forum. It may mean volunteering to be
a moderator. You know, it may mean paying to join the forum at a higher level. You know
, whatever it takes to break in, if that’s what it takes to be able to get the knowledge that
you need to find out what the desires are. And then, you know, we kind of talked about
this kind of dropped the hint about it earlier, but a great way to find out what your prospects need
is to simply run an advertising campaign, get 3000 visits, get 1000 subscribers and don’t try to sell them
anything Just send them an email that says, hey, thank you so much for joining my list. I
understand you’re interested in X, Y and Z. Why me ? Why ? Why did you, why are
you reading this email right now ? What challenges do you have that ? Nobody else has been able to answer
for you ? What what problems do you have right now that you just can’t find the answer to ? And
if only 10 of those 1000 people come back and tell you what their problem is, that nobody else on
earth has an answer to you. Well, made that your investment in those 1000, you may have invested
$5000 to get those subscribers. Just those 10 answers, you will have made back your investment in knowing that
because those 10 answers or 20 answers or whatever it is, those answers, we’ll tell you what the unmet
needs in your market are. And when, you know those UNmet needs, if you build your business around
those unmet needs, well, there you go, the next question is how do you solve that means ?
So you’ve identified what the need is. How do you how do you solve it ? Yeah. In every
case it’s going to be different. It really is because, you know, in this industry it’s really easy
and you know, I do this to simplify folks come to me, you know, a lot of times
when people come to me, they know what their needs are, and so they say how how can I
package this up ? And so I made it so easy by teaching, it’s an easy way to package it
up Five hours of training, 10 hours of training, you know, three months of training, 100 hours
in a membership. Those are the easy, easy, easy answers and their starting point. But realistically,
your customer doesn’t need five hours of training. There may be four or six, your customer may not need
three months of training, they may need 2.5 or 3.5. The key here is you take what that customer
need is and ask yourself how do I solve it, what does this prospect need that I know how to
do what do they need, they need to learn x, y and z. Do they need to implement
X Y and z ? Do they need to do this, this and this ? What do they need to
do that ? You may need to draw this out on 25 sheets of paper and say they need to do
this They need to answer this question. You know, they need to maybe I need to create a homework
assignment that survey type of thing that has them answered some questions that once they’ve answered the questions they will be
able to solve their need more readily. Maybe it means, you know, you need to deliver this amount
of training. When I’m thinking of this amount of training, I’m not thinking hours and thinking about the volume
of knowledge. So for example, you’re listening to me right now, this is a training. Now,
it is irrelevant whether this training is 20 minutes long or this training is two hours long, and right now
you may not know how long this training is. It’s irrelevant whether this training is 20 minutes or two hours
. What’s relevant is that as I’m doing this training, I am giving you everything that you need to know
, so that the end of this training, you will be able to go take action. You’ll know exactly
what to do and how to do it relative to what it is that I’m teaching. You want to do
exactly the same thing. And so instead of thinking about a product, in terms of, I’m going to
create a seven hour training, you can think of, I’m going to teach people these seven topics. I’m
going to teach them fully to the best of my ability and that maybe five hours that maybe seven hours that
maybe nine hours or you may look at your customer’s needs and you may say, you know what this need
is not one that can be easily taken care of with audio. So this is audio and what I’m teaching
you right now, as long as you’re got both your ears open and you’re taking notes and you’re in this
business So you have some idea that vernacular that I’m using audio is a great way to present this. And
in fact, I believe that for anything that audio can be is a great way to present it. Audio
should be the way that it’s presented. And here’s why folks, if you use video for things that audio
could suffice, video is harder to consume. Maybe more fun to consume. Your clients might say I’d like
for you to create video. If you don’t need to create video, the audio easier for folks to consume
. And here’s what ? Because folks can listen to an audio while they’re driving down the road. They can’t
watch a video or hopefully they’re not watching a video driving down the road. Your clients, if they have
the waterproof headset, they can listen to your training while they are in the shower with their eyes closed,
but they can’t do that and watch a video of your client can make dinner and listen to the sound of
your voice, but they can’t watch a video. Your client can be at work doing whatever work there has
to do each day and they can be listening to you instead of listening to the latest modern music. They
can be listening to you and the boss doesn’t know the difference between they’re listening to you or they’re listening to
the modern music, but because they’re listening to you, they’re getting more experience and maybe they’re even becoming a
better employ as a result of listening, but they can’t watch the video. And so while while video is
cute Well, you know, folks, folks like the idea of video. If you can deliver something an
audio I believe you should deliver an audio because people can listen to it, they will consume it at a
much deeper, deeper rate. Hey, now, having said that, maybe you’re in something that requires video
, maybe you keep swimming or karate or cooking and you just absolutely have to show what it is. Well
then in that case then you’ll use video. You gotta ask yourself what’s the client need. And if the
client has this need, what’s the best way for me to be able to teach this particular information. And
by the way, on the video topic, if you’ve got a lot of clients where I really, really
want video, Here’s what you can do. You can create video for the small parts of your business that
really could use some video showing folks. But then 80 or 90 or 95 of everything you deliver is still
audio They’re still able to listen, but they’re able to get their fixed by being able to see your face
on a particular video. She could create a program that has a video introduction to it. Maybe a video
tour of what the training is going to do. But then when the actual training happens, it’s audio or
, you know, maybe solving your prospects needs is actually better with print. So if you’re in an area
where print works better and by the way, I want you to be careful to go differentiate between print working
better and clients claiming they want print, here’s what I’ve discovered in the past is if you get a client
the print version Of, let’s say, a 60 minute audio where they have to listen and take notes and
be completely engaged. They’ll tell you they want the print version, you give them the print version. What
happens is not everybody. So this is an average across the board. If you’re out to change as many
people’s lives as possible, you sort of have to think about average across the board a little bit, The
average person will skim over that. Take one or two or three quick points, get five minutes worth of
information out of your 60 minutes towards the training. Think they know everything that you talk, but they don’t
. And what happens is folks, it doesn’t show up right away. But if you look at your client
based six months or a year from now, if you were, if you were to split test half the
clients were reading your material and half the clients were listening and getting actively engaged. I can almost guarantee you
that those clients that were actively engaged are going to have many more times the level of success. And if
you’re in the business, not just of selling paper and just selling the sound of your voice, that if
you’re in the business of changing lives, I believe you’ve really got to think about what medium do I use
To solve my client’s needs in such a way that six months from now, 12 months from now that their
life is genuinely changed. Some of you may still be kind of thinking, well, I’d rather read and
I would suggest to you this. Let me ask you this. And this is a common problem. You
know I fight with my weight, I gained a few pounds and then I have to not eat as much
or have to go work out more. I’ve been overweight before and had to cut it all off. And
it’s it’s hard work. Okay. And so for everybody that you’ve experienced that before, and many of you
have probably experienced something like what I have. You may have found that if you were to purchase a book
on the topic of losing weight and read it from cover to cover, you’d get the exact information that you
would get if you went to a 13 week weight loss support group. Exactly the same information is in the
book But at the end of 13 weeks, have you lost more weight ? By just reading the information and
hoping and dreaming the fat will come off ? Or do you lose more weight by actively getting out there and
working out with a few people and trying to share notes on what you’re eating, etcetera, etcetera. Okay
. Most people tend to respond better to that, that higher level of energy expenditure and time involved in whatever
it is. And I’ve obviously pulled weight loss out there because it’s something that I’ve dealt with. And it’s
a kind of a common problem across the board for, for folks. And so it’s easy for many people
to be able to relate to know if you’ve never had that problem, think about some of your friends,
maybe that have had that problem. Maybe you’ve even gone so far as to buy a book for him.
Hey here’s a book that will help you out with your problem. And you know what ? Maybe it’s not
wait you know, maybe it’s relationships. maybe it’s, you know, maybe it’s learning a new hobby,
maybe a bottom a book as a present and they read the book, you ask them how that book come
out for you. Words Great. It’s a great book. Thank you very much. But a year from
now there’s no change in their life. But if you were to take that friend and you were to say
, you know, I noticed you’re having a really hard time communicating with people, can I spend an hour
a week with you and, and kind of help you out and you still take you up on it,
They’re not too offended and they take you up on it and you spend an hour a week with them for
a year. Their life is probably going to be changed. Well, sort of the same thing if everything
that you do is just print and folks skim it and scan it. They don’t tend to get as much
value out of it in the long run as if you’re creating an hour week training and they’re listening to it
, they’re engaged, they’re taking notes, they’re reviewing the notes, they’re listening to it later in the week
, and then at the end of the year, then they have generally going to have more tractable results.
And if you’re in the business of designing a winning business, one of your number one goals is trackable results
. You want folks to have results. And by the way, I’m not saying that we don’t want to
do anything in print, print is an excellent way to engage folks. You know, when somebody’s in a
search engine, they’re not looking for an hour training, they’re looking for a 32nd reading. So the reading
tends to be something that’s introductory reading allows you to harvest folks from the search engines. Reading allows you to
send out an email. You know, if you’re sending out an email, you brought a mailing to somebody
else’s list, you probably aren’t sending out a 60 minute audio, you’re probably sending out a two minute written
piece There’s certainly a place for writing, there’s a place to write a book or two or three for credibility
sake There’s a place to have written content and a lot of written content on your website. But that that
is there for multiple reasons. Obviously, credibility is one of those, obviously there’s a learning element, there’s
an attraction element that happens online. You’re attracting people that have needs, especially through the search engine, through
referrals etcetera to that print media. But for the, brought to the teaching, you really want to ask
yourself what’s the best way to get all of this information across. So instead of thinking, how many hours
of product do I need to create instead, asked, how many hours will it take to teach it ?
Can you sit down and you say, you know, whatever my niche is, I’m going to teach folks
to do this, this, this and this. And then if you write out everything, you need to
teach them in order for them to do that, then you’ll say, okay, it’s going to take us
three hours to teach this topic. It’ll take an hour and a half to teach this topic. It’ll take
two hours to teach this topic. You add it all up and you say that’s going to be a 7.5
hour training. Notice the difference here is not that I’m saying we’re going to create a 7.5 hour training.
What do we fill it up with ? We’re asking, what do I need to teach and then how long
will it take me to teach it ? Same thing with the coaching program, you know, as you’re going
through you say, well, in order for me to be able to meet the needs of my clients and
prospects in order for me to meet the needs of my clients and prospects, I need to do more than
just give them something to listen to. Maybe I need to give them some way to interact with me.
Maybe I need to give them away that they have a weekly commitment to meeting with me and sharing. Maybe
I need to have, they need to have a weekly place where they can ask questions. And if that’s
the case, you may consider having a coaching program or some kind of membership that includes some type of access
. So instead of thinking at the front, you know, I definitely have to have a coaching program because
Sean said, so instead you’ll say, do I need a coaching program. Now, In my experience,
almost anything that you teach that people learn from, you know, we kind of talked about how people don’t
learn as much from print. They learn more from audio. And then in theory, they learn more from
video because reason they learn more from audio is because they’re more engaged, They’re listening for the full 60 minutes
there taking notes, their mind is fully engaged. Video actually increases engagement. And so I believe in the
short run video actually increases very retention. But remember the reason we don’t want to use video if we’re doing
lots and lots of training is, and we can use a little bit of video if we use all video
, what we find is that people just don’t watch as much of it. So even though a one hour
dose of video might be better than a one hour dose of audio, If someone needs to consume 40 hours
of your wisdom, They’ll get far more out of actually listening to 40 hours of your audio while they’re going
about their day, or only watching five hours of your video, because that’s all they can squeeze in.
And so, you know, once again, we look at different than audio than video as being a stair
step for how engaged folks are and therefore how much results coaching is the next level coaching folks are meeting you
in a live environment that’s kind of the next level. It’s sort of like having a weight loss support group
or you know, a relationship support group, you can learn it in the book, you can watch a
video or seminar, but if you physically show up somewhere for an hour and if you think about it,
a coaching program online, you’re physically showing up. You know, you may not be physically there with each
other physically, but you’re all on the exact same line in today’s virtual environment. It’s almost the same as
sitting in that room together. You’re all right there together, your client is going to get more benefit out
of the exact same information. Yeah, there’s some of that interaction back and forth. So in most cases
, if if it’s something that can be taught, the apprint, people will get more out of audio,
they’ll get more out of video in the short run. But in the long run they’ll get more out of
the audio. And then finally, if they’ll get something out of all of those, they’ll get even more
out of coaching and therefore I believe almost everybody information business needs a coaching program, but we don’t want to
do it just because I said, so just because your competition has it, just because I said, most
people need it. You want to ask yourself after people have consumed your audio training. You want to do
a post purchase survey that says, hey, how’d you like the training ? How did it go for ?
Well how did it go ? What was the very best part about it ? What do you feel like it’s
missing from it ? What are you still struggling with ? What will happen is you’ll find it. People come
back and they will tell you they’re still struggling with this, this, this, this when you go back
to the drawing board, you have two options. You can say, can I create another product that will
solve whatever problem there, still struggling with or can I add it to the existing products so that the future
folks don’t encounter that ? Or do they what they really need a little bit of contact with me ? Do
they need to be able to ask some questions ? Do they need to have someone to say book john,
you agreed last week to do this in your business and here you are this week and you haven’t done it
? I’m holding you accountable. Do they need that ? And if so then maybe you create a higher level
program that has a price commensurate with working personally with you as opposed to just hearing your voice in an audio
in an audio setting. A lot of times folks asked me, well, how long should my coaching program
B and usually I have a prepared response for that. The truth of the matter is your coaching program should
be as long or as short as is necessary to teach folks whatever it is you’re supposed to teach them.
If you’d agree to teach someone something that normally takes 10 weeks to teach an hour a week. Well,
that should probably be a 10 week program, maybe 12 weeks. Put an introduction and closing on the end
. Maybe that’s a 12 week program. If your material, you only need three weeks to teach it,
that should be a three week program. Um, You know, I counsel against, especially if you’re first
starting out with coaching programs, having a long coaching program, you six months a year, right off the
bat You know, sometimes maybe I’ll ask the client, well, how long would it take you to teach
that They might say a year. I might ask, could we break this down into four different things.
I mean, are you really teaching the same thing for 52 weeks ? And they might say, well,
no there’s four components, there’s this component, there’s, I might say, you know, you know,
it probably be better if you were to do a 12 week program on that component and then when they finish
that component, there’s another 12 week program. Now, if you’ve been coaching for a long time, you
have clients that have been through one of your programs. Hey, maybe then you open up a year long
program And by the way, here’s why we find that just as you and I, we have a waxing
and waning levels of interest in whatever it is that we’re doing okay. So you know, today we’re really
excited about, you know, working out and getting strong three months from now. Not so excited Today.
We’re really excited about losing some weight three months from now. Not so excited right now, we’re really excited
about creating a new training program. You know, we slog through it. We finally get it done three
months from now. We are so excited about creating the next one. The thing is in a year,
a lot of things can change in someone’s life and what we find is that vacations pull people away. They
do your program, they get to 13th week, 15th week, they take a two week vacation. They
come back there behind. They quit with a year long program. You find a lot more quitters and they
are because they’re quitters by nature, but because something comes up in their life That, that they cannot overcome
and then they just get behind and they quit. Whereas if you do 12 weeks segments, if they get
behind by a couple of weeks, you can kind of push them a little bit. Maybe they can go
over a little bit, they’re still able to complete the material and then if they’re still interested, then they
can take your next 12 week program. Okay. Once again, we go back to what is what’s missing
from the way other people do it. Another thing that you can do if you’ve been in business for a
long time and it is to look at your own business and say what’s missing in my own business ? What’s
missing in my business ? You know, I’ve done that in my business in the past where I go in
, I create the very best training that I know how to create a particular topic and maybe after 100 people
go through the program and 10 of them tell me what wonderful program it was and what worked for him and
10 other people tell me, hey, there’s a good program that I didn’t like, that. It didn’t
have this. I didn’t like that. I didn’t have that. I can re evaluate and say, you
know if I were to create a new program or change this program, could I address some of those issues
and make it a better program ? And so you can do that with your business as well. You can
ask yourself, how can I create a better program If you’re just starting out, look at your competitions program
and ask, how can I make my program better than theirs ? Okay. And by the way, this
is not about competing with your competition. And if you’ve been following me for a long time, you know
, I don’t talk about the competition much. I really believe you should stand on your own. I really
do But standing on your own, I believe that you should be the best and when you’re the best,
you’re not competing with anybody else, they’re all competing with you. And so when I don’t talk about the
competition I’m not talking about him because I assume you want to be the best and if you are the best
, you are the competition and they, you know, you are, you’re the solid leader and they are
attempting to compete against you. Um, but I believe that there is a place, especially when you’re getting
started especially when you’re trying to get better, that you’re not looking at the competition just to see if you’re
doing okay, you’re looking at the competition to say, what are they doing wrong ? That I can do
much better at ? Okay, so it’s not an idea of, you know, just trying to best the
competition It’s not, you know, how much are they charging ? So I can charge a dollar less.
You know, it’s not for some, some satisfaction of being better than them instead. It’s, I want
to be the very best in the whole wide world for my clients. And if you’re just getting started,
you don’t have a baseline. A great place to start is the competition. Perhaps I’m gonna give you one
more option here as a, perhaps, perhaps you’ve been in business for a long time and you’ve created multiple
products Maybe you’ve created two out 100 hours worth of training, you know, and by the way, folks
, you know, if you’re just starting out in your business And you’ve committed 20 hours a week for the
next year to your business, if you were to just spend four of those 20 hours, just 20 of
your week, just four of those 20 hours recording new training at the end of one year, you would
have 200 hours of training. You know, maybe you have 200 hours worth of training and you say,
you know, I think I’m in a position now to do something, none of my competition is doing.
I’m going to create a membership that allows people as long as they’re making a monthly payment that they can have
access to all my training or 200 hours of. And then I’m going to reserve some things for stand alone
product going to reserve some things to a coaching program, etcetera, etcetera. May be in a position at
400 hours of training seminar, put 300 hours into a membership, we’re gonna have a, maybe a monthly
price on. And again again folks, I don’t talk a lot about memberships because so many folks that come
to me, you know, they may have a business with a coaching program and they don’t have any products
, we’re focusing on getting some products out there. Or maybe you come to me and you’ve got a prior
to two, you need to add a coaching, we’re focusing on that, but a year down the road
, maybe you’re at that place right now, I’ve been working with me for a while, you’ve been working
with somebody else for a while, you’ve got 23 400 hours worth of training, Maybe it’s time to put
it all out there at a membership membership, so folks only get access to it for, you know,
hey as long as there, as long as they’re involved, and sometimes that can be a really good option
because then folks don’t have to buy this product, that product, that product piecemeal, they’re able to,
there’s a membership there, it will invest. You have to ask yourself, is that the best way for
folks to learn from me ? Is it better to meet out in the product ? And all the issues may
be different ? You have to decide for yourself what’s best. Now, if you create a membership, should
you destroy everything in there and it all organized fashion ? Or should you say, you know, there’s 12
components here, We may have 200 hours, but this is track one. I really advise you do this
first this is track two, or maybe you have an introduction that says, if you’re the kind of person
that needs this started track three or section three or module three, maybe you divided into modules 20 modules,
10 hours of training. Each one you name the modules, you have an introductory video that introduces it and
says Hey, congratulations for joining the membership. By the way, I just want to let you know a
little bit about how the membership works. You know, obviously there’s 394 hours of training in here and if
you’re like me, you don’t have 394 hours. And so what you’ve got to do is you’ve got to
go through and you’ve got to study the things that are critical for you. And so the way I’ve designed
this is there’s 20 individual topics. What I recommend is that you go to the topic that you need the
most today and listen to the first two or three hours worth of training, evaluate yourself after the first two
or three hours worth of training and and say, do I need more on this topic ? Or should I
move to another topic ? Or maybe you set it up and you say there’s four types of people who buy
my membership, there are beginners, their intermediate, there’s advanced and there’s, you know, people that are
Jacksonville trades type of people and maybe you have an intro video for each person. If you’re the beginner person
, you know, your video says, I advise you folks, you started module one, go from beginning
to end, go to module to go from beginning to end. Maybe you say it’s it’s an intermediate person
and you say, you know, I’d really like you to get the basics, that’s module one. Once
you have module one, though, you can skip the module five because you probably already have modules 23 and
four in place. If you do, you don’t need to train them. It’s kind of like if let’s
say you take karate for three years and I don’t know how the belts work, but let’s say you have
a green belt. Of blue belt and white belt and then you move towns, you have to find a
new sensei to teach you karate. Well when you come in, the very first thing he’s probably gonna want
to do is find out what, you know, he’s gonna go, oh you know the green belt,
you know the blue belt, you know the white belt. And so he says we don’t need to re
teach all of that, but there’s a few things we do different here. So we’d like you to go
through an introductory class. I’d like you to come to our introductory class for one month just so you can
learn how we do things differently. But once you pass the introductory class, we’re going to skip greenbelt,
blue belt and white belt, we’re going to start you on your red belt to your yellow belt or however
they run okay the same way in your program when somebody comes into your membership, you want to give them
a choice. Do you start at the beginning or do you say okay, you need to kind of move
to the next level or maybe it’s an advanced individual. Then you say if you’re advanced, you watch this
training video, you watch this training video, it says here’s the foundation pieces that you need to have in
place I recommend that you listen to module one, track one module, to track seven, module three,
track four, module four, track nine. And then I advise that you started module five and just go
all the way through, because that’s what you need notice. By the way, folks, please don’t take
what I’m giving you and just said, oh, that sounds like a great way to do it. I’m
going to create four levels, 20 modules, 10 hours of module. I’m going to have a video that
has an introductory that tells them just what Sean just did. And I’m gonna please don’t do that. It’s
not gonna do you any benefit. The best way to do this is to look at your client’s needs and
ask what would I load into the membership and in what way you may, you may go through and say
, you know, the best way for somebody to learn from me is to have all these modules. But
in addition to the modules, they get a weekly motivational training from me that is layered on top of all
the modules. Or maybe there’s another topic in your niche that people really need to have. And so maybe
you have two tracks that are layered on top of all of the modules. But I can’t cookie cutter that
for you. You have to say whether my clients and even build that membership according to those needs. So
just reiterate, I believe that you should want to be the best and I believe I’ve made a valid case
for you wanting to be the very best in your niche. And obviously, if you come onto this training
already wanting to be the best, excellent, if you come onto this training thinking and be okay to be
number two, number three, Number five, you know, just to eat by. I I’ll be honest
with you. I hope that I have laid out a compelling argument, the compelling persuasive argument that you really
should position yourself as being the very best you can, and it will benefit you the most in the future
. All right, let me just take a look at my notes and make sure I’ve covered everything for you
. There’s a few more things I may want to share with you here. I just want to reiterate this
idea that there’s no one size fits all that everything I’ve given you today. Everything that I’ve given you today
, if you just copy copy, copy cat cookie cutter, what I’ve just given you, just slam it
into your prospects, you’re probably not going to get the same results as if you go through the entire process
, find out what they really need and figure out how to give it to them in in there. That
in the best way that’s going to work for that. Okay. Um, sometimes folks may ask, well
, you know, how creative can I get in terms of just being totally different than what everybody else is
doing That’s kind of a dangerous place to go because obviously we don’t want you just doing it the way everybody
else is doing it just because that’s the way that they’re doing it. But when you study and evaluate it
, if the way everybody else is doing it really is the best way. But there’s eight tweets you can
make I think you’re far better off going with kind of a tried and true proven wheel. So for example
, you know, weekly audio training or a weekly video training or a membership or something along those lines and
then say how can I make this even better, what can I add to it ? Okay, Rather than
saying you know what, I just want to totally reinvent things, I’m just starting out, I don’t know
what’s going on in my industry, but I want to just totally start from scratch, there’s a place for
that and sometimes that works really well. So I don’t want to throw too much water on it. But
I do want to say that if you’re gonna go a more creative route, you want to try to keep
things as simple as possible. Sometimes what happens when we try to get really created is we make things more
complex than they need to be and what we don’t want to do is make things more complex than they need
to be. And so sometimes we might say we want to have a mix of what’s been done before products
, print audio, video membership coaching program, but adds maybe add some creative elements in, add some creative
colors in, had some creative language in at some creative ideas in and then ask yourself how can we keep
all of this really, really, really, really simple. So just a quick review. We want to
start with customer needs and desires in your market. Do whatever it takes, obviously, legally and ethically morally
do whatever it takes to find out what those needs and desires are at a core level, determine how you
can solve that need. How is whatever you’re teaching, going to be able to change someone’s life ? The
goal is to change someone’s life, not just to rehash rehashed information, It’s about changing lives. And then
the final step is how do I deliver it in such a way that it genuinely genuinely changes lives ? And
so now your next step is to take this out there, one with it, Do with it, Make
it happen and build that winning business