Ultimate Success Transcripts by The Coaching Institute

THE COACHING INSTITUTE VISION

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Table of Contents DAY 1 – SECTION 1 .............................................................................................................................. 4 DAY 1 – SECTION 2 ............................................................................................................................44 DAY 1 – SECTION 3 ............................................................................................................................81 DAY 1 – SECTION 4 ......................................................................................................................... 115 DAY 2 – SECTION 1 ......................................................................................................................... 140 DAY 2 – SECTION 2 ......................................................................................................................... 205 DAY 2 – SECTION 3 ......................................................................................................................... 249 DAY 2 – SECTION 4 ......................................................................................................................... 274 DAY 3 – SECTION 1 ......................................................................................................................... 290 DAY 3 – SECTION 2 ......................................................................................................................... 333 DAY 3 – SECTION 3 ......................................................................................................................... 363 DAY 3 – SECTION 4 ......................................................................................................................... 389

DAY 1 – SECTION 1 Hey, I’m Sharon Pearson, and this is your opportunity to experience Breakthrough to Business Success, where we unpack, unfold and discover the extraordinary journey that is marketing psychology in three easy steps. And it’s such a delight to welcome you here. I’m so looking forward to taking this journey with you. And I just want to introduce you as you get started, to the amazing graduates of the first ever Breakthrough to Business Success. [APPLAUSE AND CHEERING] Welcome back. How was that?

It was fantastic. It was a miracle. So let’s have a little bit of a chat. You have to warm the trainer up. So who wants to get a conversation started? What’s happening? Where are you at? What are you looking forward to? What do you think we’re doing? Please.

Maybe put up some slides. [APPLAUSE] Hey, I have slides. Not only have I prepared them. Guess what? I’m planning on using them. Not everybody’s quite convinced of that. They’ve seen me in action before, but that’s the intent. Thank you for the vote of confidence.

It’s probably good to start with, because I’m really curious about the shots you’re marketing with, and a fair bit of that today as well. Great. Wonderful. So you’re Gabrielle?

Gabrielle, yeah. Yeah. So the idea of these three days together is to unfold a system that we’ve learned from all around the world from all the marketers we hang out with. But for me to get it, I tour these different places. Who’s done that? They’ve booked in to all these different places for “How do they do that?” Well this is 2 years of me being in a couple of mastermind groups in the States and what we do in our own business. And it’s what we’ve done that’s really effective. And I’ve never broken it down to steps before, but eventually have steps that I’ll walk you through. And for some of you, I think, it’s probably a little too early for the conversation, but at least by having the conversation you know where you’re heading and you know what the friggin’ balls line is. You know the target. How am I doing with that? Is that some of you? Rookies, but willing to know the path. And for some of you, you are into marketing already and you are hanging out in some of the groups I’m hanging and you’re having conversations that I find incredibly fascinating, and you’re applying this stuff. So it isn’t going to be

reasonably advanced – it isn’t just an introduction to Marketing 101 at all. It is literally what we’re doing in our business to generate millions of dollars, and what people who I’m hanging out with are doing to still down into some steps for you. So there’s a little bit hang onto your hats on occasions. Is that okay with some people who are just starting out? Do you have hats to hang onto?

Yes. I see an issue, except for one gentlemen. You’re being screwed. They don’t have hats to hang onto. Who else? Oh, you have a hat. You’ll be okay. You may mock the others, who are hatless. Who knew? It wasn’t in the pre-learning. Who else would like to share something about expectations and where we’re going to head? Yeah.

Yeah. I think from your start, being very near, I think it would be really good for me to walk away with a really good overview of what it’s going to look like, so when you get to that point where you’ve got there, because I am officially a marketing dummy. So a marketing newbie. I’m a quick learner, so I’m excited to----Well, I expect to see your hat then.

I’m going to f*** it tonight. Now you know.

Or I’ll knit one. So who else can relate to that? Marketing newbie – everything you’re going to be hearing here is for the first time. [GENERAL AGREEMENT] Absolutely. So again, for those of us who are a bit more advanced, is to cool that we’re taking care of everybody in the room, but still do bring a vast content. Is that okay with everybody? It’s more that okay with you. [CROWD MURMURING] Yeah.

Although some of the information has been shared these couple of days, some of us may have all – you know as well as I do and a lot of other people – who when you hear it again, hear something else. I absolutely agree with you. Who agrees with that?

I completely agree. I’m a member, have been a member for years. I think it’s like the same thing after 5 years. I am certainly planning on doing that sometime. I’m getting to that. Is anyone else related? It’s a really good idea and I would have to test that at some stage.

Yeah. Yeah, I get that. Yes?

As they were saying, I agree with that. There’s so much – the TCI that you know, they offer it to us and I go “That’s what I want to do. That’s what I want to do, maybe 2 years, maybe not.” But I can see where things can go. Yes.

And that’s okay that I’m not there yet. And that’s like this bloke here. Wonderful. Wonderful. Yes, how are you doing?

Good. So good that you’re in the room.

Thank you. What I’m looking for is that insightful – there’s insights into how you’re doing the marketing with your business acumen of running all the people as well. That’s what I want. Yep. Wonderful. Yep, more than happy to. So here’s the thing. I have prepared the whole three days, because when I sat down to think about what you would need to have, it can’t just be random thoughts. I had to structure it. Structurisation it’s called. That’s the whole word. And I had to structure it all very carefully, so there is a lot of structured time when I’ll be walking through, but my notation to each of you is to contextualize it for yourselves in a way that makes it relevant for you, or gives you an insight you’re seeking. Is everybody up with that? [GENERAL AGREEMENT] Because I know what I am going to say, but I’m much more interested in what your thoughts are, where you’re at with it, how it may be relevant or how you are struggling with it, how you can contextualize it into your business so it can help bring this to life. Is everyone in for that? [GENERAL AGREEMENT] Can I have a little baby hug there? Just – wait til – just a baby hug. Building up. So we can go. Now, the other thing. Are you ready to be shot?

Yeah. Yep. Some of you who know me, like slides already, but are you ready for this? I have prepared 30 handouts. [CHEER] I have this beautiful manual here. Look how beautiful this branding is? Look at this? Pretty? But it’s going to be full by Day 3. So by Day 3, what I’ve done is I’ve templated the entire marketing process,

step by step. So that’s a complete one there. So there’s questions for every single moment we go through that you can answer. We thank you for your business. [APPLAUSE] You want in on the action, don’t you?

Yes. Yeah, you want to attend too. He’s feeling left out.

Seriously. So regardless of where you are in your businesses, my invitation is get the questionnaire. And whether I can get answers to the questions isn’t the point. Many of you will not be able to, but you’ll have it there as a template, and that’s the questions you have to be able to answer to be able to have a marketing system that works. Is that pretty epic? [AGREEMENT] So that’s what you’ll have. I think it’s like 100 pages. It’s ridiculous what I did yesterday and the day before. I thoroughly enjoyed it, thoroughly enjoyed it. Any other comments before we get into it? Yes?

I’m looking towards an expansion. There’s going to be content in this that will go over my head at this point, and I’m just ready for that. It’s more about enjoying it, and taking it in. We’re visiting some afterwards, so then it will make more sense in the future. I just want to give a thank you for this. Oh, I’m really excited to be sharing this with you. That’s reminds me, thank you Adam. The other thing I want to share with you. We have a lot of people in this room who are very new to our programs. The fact that you’re in the room now, to me, is super-smart. It is super-smart, because yeah, maybe some of you won’t keep up with – but at least you’re in the room, is telling me this is where you’re going to be when you get good at this. So please, there’s just no need for any “Oh, well, I never –“ It is a lot of content. Just enjoy the fact that you’re getting access to the most advanced marketing systems going on for our industry in the world and you get it on Day 1 rather than having to wait years. What do you reckon? [GENERAL AGREEMENT AND APPLAUSE] And are you ready?

Yeah. [GENERAL CROWD REACTION] I always get to that point where I don’t want to do it. So let’s get into it. The question that you shared that I really agree with is, let’s contextualize it to our business and marketing. So a lot of people think marketing is a bunch of doing – take as many notes as you want but I’m going to keep going at my pace, because I’m aware of how much content I’ve got to cover, and no, I won’t back up and repeat stuff. I’m just going to keep going. A lot of people when they think about marketing, they think it’s

doing stuff. It’s to do list. You’ve got to get a website. You’ve got to do a business card. Interestingly, the people in our types of industries, or in any business that I’ve mentored who struggled the most think that it’s just a series of doings will get them paying clients or get them a membership or get them customers. It’s the attitude of – I’m sure if I billed it, they will come. And that mentality in marketing doesn’t tend to work. There are about 3 steps that have to happen before you go near a marketing plan, and those steps are really important. So I just want to take you on a little journey, and you can ooh and aah at the power points, because I’m pretty thrilled. So it is pretty exciting. So the reason this all happened for me, was I found out these steps a few years ago, and it alarmed me. I looked at those numbers and I thought well, I was number 4, which was obviously alarming then. I didn’t like the look of the rest of them. And I thought those stats, they’re telling me that the majority of people, when they get to retirement are struggling. And that’s what led to me creating a wealth stream so income beyond my own efforts. So there’s income earning and there’s assets that earn income. Does everybody understand the difference? Yes? No? [MURMUR OF AGREEMENT] Speak up if you don’t.

No. Yes. So you can make money from say, coaching or consulting or training, and what happens? How do you get paid? What do you have to do to get paid?

Exchange your time. Exchange your time for money. What I saw when I saw this, was there’s not many people thinking of it differently. So I decided that I don’t want to be in the majority, so I thought I’d be in the minority. And the minority aren’t thinking that - how are the minority approaching business?

Not passive. It’s never passive. I earn every f***ing cent, hon. In my room is leveraged income. Who agrees? Who has got income coming in from sources of themselves and knows they’ve worked really hard for that in the beginning? Do you believe any of it is passive?

No. Absolutely not. It’s a leveraged income. Yes, so we have leveraged income, which means we have assets that are working for us. So it could be products. That’s a really smart way to go. It could be an agency, sort of team, doing the selling, their time and us getting a cut of that. It could be – I own a number of businesses around Australia, and it could be through investing in other businesses. So all of those are at different scopes. Some of them are quite small decisions I would’ve thought. You get a product line so that you sell a product without selling your – what?

Time. Time.

Does everyone get how smart that is? [AGREEMENT] That’s smart and very able to be done by all of us. I appreciate we can’t all earn – not everyone’s in a position yet to rush out and buy a business or a number of businesses which I gone and done, but everybody is able today to start thinking about how can I leverage products around me, or other team members. And just thinking differently about – if this chart alarms you and wakes you up, you’re going to very much want to have products and think about marketing, not through marketing you and your services but marketing the benefits and the promise, which may not – are you ready for this? – even involve you. How’s that sitting with you? I just want to get a gauge just a few minutes in, in how’s that sitting? Exciting? Scary? Double thumbs up already? You’re a cheap date guys, I appreciate that. But here’s a bit of a dip. What are your thoughts on what I’ve shared so far? It’s really true? Let me get a bit more feedback. If you want me to talk, you’re going to have to talk. That’s the rule in my training room. Yep?

Can I share something? When you talk about marketing sometimes, we focus on business and how we can actually model our business, but once you just mentioned right there about marketing (13:56)[noise interference] Yeah. Yes, it is. So the key thing I was hoping to hear – thank you – I was hoping to hear from you. I love your idea that I market me, which is still you marketing what? Selling what?

Time. Your time. I need you guys to get that, but the idea is you do anything but sell your time. The last thing anybody gets is access. It’s the last thing they get. Which changes a lot about how we approach our business, doesn’t it? Now what about this? What about if your ultimate buyer was the person you were positioning to buy your business? What if your buyer was not the clients that you might be selling your time for, or your customers - whatever business you’re in. What if the true ultimate client you were preparing for today was the person who was going to buy your entire business from you? Would you approach your business a little differently? [MURMUR OF AGREEMENT] Yeah? What would change?

Systems and structures. Systems and structures, yes. What else?

Make sure you’re it’s not embedded with you. Make sure you’re not embedded in it. What else?

Attachment? Yeah, would the decisions you make be a little different?

Yes. Good. What else?

Focus. Well, how would you focus be?

I wouldn’t focus on what I do personally or what it can get out of me, but I will look outside or inside out. Wonderful.

I just woke up to that. I didn’t realise until you said it. That’s what we’re here for. Fantastic. What else would change – do you think – if every action or every decision was put through this filter of “Does that prepare my business for the ultimate buyer?” Eventually it’s (15:58)[indistinct] Yes. So the reliance now becomes on systems, processes, what else does it now become reliant on?

The culture you create. Could be the culture. What else?

Dollars, because the buyers can earn. Yep, there’s got to be dollars, but how are the dollars going to come in now? What types of things are you going to have other than you?

The people you attract. Your brand. Hmm, brand. So what? What kind of asset? It could be products. What else?

Products. Programs. Products, programs. Yep, now you’re talking. So the idea is – see, a lot of people - it’s particular coaching, well that’s my specialty – they seem to see a good day is lots of people coming to them. It’s almost like the Holy Grail, isn’t it? Big coaches, like I have a full day coaching today and I’m really happy about it. I hear that and I get – ha. My heart rate goes up. That nearly is a bad day, in business. Why do I say that? If I coach all day. Yeah?

Because you’re in it. Yeah.

You can’t sell your (16:60)[indistinct] more-----

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That’s it. I’m in that one meeting, that one person. I can’t record the call. I can’t spin it off into a product. I can’t turn it into something else. I help that person, but it lives and dies with them. There’s no ripple effect in that. That’s it.

It stays there. That’s it. It stays there. But the moment I do group mentoring or I do workshops or obviously recording all of this and everything I do is recorded and generally turned into products. That’s time well spent. I’m creating a leveraged income from this, and from everything I do. That’s a better day. What do you think? [GENERAL AGREEMENT]

It’s such a different way of looking at it. Isn’t it?

From the outset. I’ve actually got (17:41) Good.

I’m very excited by that. Yeah. Who’s excited by a (17:45)? [GENERAL AGREEMENT] $10 to say “Grrr.” Grrr. Grrr. [LAUGHTER] And I really get why when we start out we’re excited and want to help people and we really want to be with people and it’s why you mean – it attracts this industry and industries we’re in. And I love that. But can I just share with you, in 18 months’ time what your conversation will be. If you’re very, very good in 18 months’ time, you’ll be saying “I should’ve listened to you on Day 1.”

Yes. Because I’m there, and I don’t have a leverage plan. And I know this from experience. It’s – with thousands of people. So I did a slide. What do you guys reckon?

Yes. You’ve nailed it, mate. So I decided I wasn’t going to be one of the crap-stats. Years ago, when I saw these stats, ah yes, I won’t be the crap-stat. And absolutely I’m not going to be now. Does anybody know what – how much – what the pension is in Australia?

A thousand dollars in a month.

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$24,000 for a single?

No, no. A thousand. A month. Oh yeah. $12,000 for the year? Yep. It’s about – a little bit more than that.

I think its $16,000 It’s about $16,600. Are my palms sweaty right now? I just got sweaty palms. Who here can live on $16,600?

No one can. They do. The majority of Australia does.

And they smoke. Do you know how much Japan’s cigarettes are? Have you heard their cost yesterday?

$28. $30 for a packet of cigarettes.

They all smoke too. So you take that. But I made the decision I wasn’t going to be that stat, which meant I couldn’t make the decisions that the majority of people were making. I could never be that stat. I had to start tapping into how do I seek out information and ideas. How do I think differently? How do I approach it through the filter of having the ultimate buyer of my business? Or having an ultimate filter, I’m not required every day in my business. And I’m still creating plenty of income, but all my income that I’ve created from this business goes into other assets that aren’t reliant on me. So the other businesses I own. Does that make sense?

Yep. So the money I make from here is not the money I’m spending. I’m investing the money I make from here, and then that other money is paying for my life. For my lifestyle and holidays, mortgages, whatever. Does that sound pretty smart? [GENERAL AGREEMENT] Now I started thinking this way in my first year as being a coach, which is why I’m so happy with you because you’re in your first year and you’re getting to hear it, right now the very thing I heard. This is the time to hear the message. Early in the journey. You’re ready for that message now. It’s just a mindset thing. Does everyone get that?

Yeah. Yeah, it really is. I’m very alarmed when I hear in – I do a lot of business coaching around the world – and I see the majority getting together and having a good old chinwag about very ordinary ideas. My

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best advice to you at this point – other than the coolness we just discussed – don’t hang out with people with ordinary ideas. Hang out with people giving you alarming ideas, who are speaking heresy. You must. I hang out with the heretics. I hang out with the people who aren’t speaking of the status quo. Why would I hang out with status quo? I’ve done the stats. I can’t do a week on what people are having to live on in a year. I’ve got nothing. I’ve got no way of relating to that. So hang out with heretics and then the other invitation is guess what? My invitation to you is to what?

Be a heretic. Oh my God. Only one of you? [LAUGHTER] Do you want to be a sister? Come on, you can say it. What’s the invitation? For you to - ?

[in unison]Be a heretic. Be a heretic. To hang out with and seek out people who are likeminded around what isn’t ordinary. What isn’t accepted as every day. What hasn’t been bought into as the status quo. And even if they’re wrong, it doesn’t matter. In learning to seek out the heretics and learning to seek out the different thinking, you’re going to discover a new way of thinking. About your business, about you and about what you’re capable of. But if you hang out with the status quo, you’ve seen the stats. [MURMUR OF AGREEMENT] So if someone asks you on one of our groups that they are happy to go to an event that I helped organise in Sydney, I’ll probably go but I don’t think I’ll spend much time in the room. I spend most of my time hooking up with people in different industries around the world. The innovators. The inventors. It’s how I met – who know LeadPages, that – yep? Well, I hang out with that guy, and I was with him when he started, launched LeadPages. And I watched him do his launch. And it was exciting. And who’s heard of Frank Kern?

Yep. Well, I was there when – I helped Frank Kern design his new consulting and what he wanted to do. We brainstormed about it. Because I spend so much time in the corridors hanging out with people who are thinking differently and challenging the status quo. It’s exciting. Anyone can be in the room. You just get the recordings. Does that make sense?

Yeah. Sort of like you’re on ride, it’s like get the recordings and spend the rest of the time at lunches – and I’m not kidding – morning teas, talking, networking and I fly around the world going to those events seeking out other heretics. And I spend on average, in a 3 day event – I’m not kidding – 3 hours in the room. And it’s usually because I’m presenting. And that’s the attitude to have guys. Be all the time seeking out people who are challenging the status quo, who are innovative, you are inventing. Seek

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me out. Seek me out. Seek people out in this country, if you can’t get overseas, who aren’t thinking the way everyone else is and doing what everyone else is doing. Who loves this? [GENERAL AGREEMENT] Good attitude to have. Heresy rules. And I also decided to bring gusto to it. Being timid is so lame and I reckon it’s been done in Australia, I think there was a Fed that’s died. What do you reckon? No? [LAUGHTER] Thoughts? Comments? I reckon it’s like the old bike. I think the word is gusto. What do you think? It needs gusto. And it’s just going in with a skip and a hop and a jump and a sense of whatever, and having red hot go. Timidly going through the “I hope I don’t get it wrong” is not going to get you there. It actually can’t get you there. There’s not a single multimillionaire who I’ve watched come from nowhere to where they are now, including myself, who has at any time gone “Oh, I don’t know about that. Maybe talk to all my ignorant friends first.” “Yeah, you’re right. What was I thinking? No.” And we just don’t. Who are we hanging out with? I’m not quite as rebel, holding a little green tea here. Thank you. So, gusto. Who loves this idea of just the gusto of launching in and being excited about new ideas? [GENERAL AGREEMENT] Rather than “Hmm, I’ll have to think about that.” You notice you sound like your mother when you say that, don’t you? You knew that. So, just a little bit if you haven’t met me. I’ve invested way in excess of that amount on my education. It’s close to $400 but I’m kind of sheepish about that number because it gets a bit high. So I’m not talking as much about my current education, but it is in excess of that in 12 years, and my attitude is average people are not getting the types of education I’m getting. They’re just not in the rooms I’m in. I want to be in the rooms where non-average thinking, securing where the heresy conversations are happening. That’ve discovered a new way to market or a new way to be innovative or a new way to disrupt, and they’re sharing it with passion and excitement and a sense of fear because they don’t know if it’s going to work yet. Like LeadPages. They don’t know, but they’re still talking about it. So I paid a lot of money to be in those rooms. I’m not cheapskate about my education, because I want to build a lot of wealth. And I figured if you want to get good return on investment, you’ve got to have some skin in the game. What do you reckon? [GENERAL AGREEMENT] So that’s a big number, but think about what the business has accomplished. I don’t know what the turnover is now since we began, but I think it’s just over $70 million dollars in revenues.

Wow. Cool. Wow. And I began – thank you – I agree Ms. Heretic. I agree with you. And all again, in my bedroom with a box of files that were disorganised. I didn’t understand filing, and my door fluffy encouraging me by

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every now and again just reaching out and just touching my knee. And I took that as a sign that I’d be okay. I believed in signs back then. [LAUGHTER] So she touched me, I’d be okay. A sign. You’ve got my back. Ever. Okay. A change. What do you guys think about when you think about you’re a failed crime writer, who wrote 6 books and never got a single one published. Just clueless about how anything worked. I have heard of the internet and I think I used it to look at cat pictures. [LAUGHTER] Okay, this is all conversation. I’m over-sharing. I’m stopping now. And then to have just really – I do believe in some luck. I do believe in serendipity, but I had to be in the right place at the right time to have those moments of luck and also to do what when they turned up?

Take it. Do it. Take it. Yeah, I had to get in the game, so yes. I think luck’s going past all of us all the time, and I think the opportunities that are presented to me and to many of us are available to all of us. It’s just where you’ve got to be. I believe in constant rehearsals as a business owner, for the opportunity that’s there. And as we rehearse, rehearse, rehearse and build our skills, we will begin to notice what I’m telling you about, to begin on your own seeing opportunities. Your idea is to keep rehearsing and turning up until you see the opportunities I’m seeing. Does that make sense? [GENERAL AGREEMENT]

There’s one person that you talked about in one of the summaries I watched, about how you just keep going and going and going and then – you know, you keep asking. Eventually you might get a yes. It reminds me of when suddenly – I used to know a guy as we probably all did, who used to just go, when we were younger, and turned everybody into a buyer and hoped someone (28:44)[indistinct] Do you know what I mean? Then one or two would take it on.

But is that part of the mentality, is to just talk a little bit about luck but ultimately it’s to get yourself out into enough places. Maybe it’s not luck it’s more positioning in a way. Then if something’s going to top that, then you carry on with that. Well, that’s one of the things I’ll talk about when we get to the myths of business. I don’t think those of us that just keep turning up and nothing changes, experience the same kind of like I do.

Yeah

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So the stats tend to be in my favour a lot of the time, but I’m always game ready. I’m match ready all the time. I’m on – like with sports people, they have to be on season and they give you an off season – in business you’re on season. You don’t have an off season. It’s all the season.

Yeah. The Olympians prepare for one thing every four years. We’re preparing for it every single day. Every day. Who thinks of their business Christmas Day? I’m thinking of it. Not enough of you, can I just say. Let’s do it again. Who’s thinking about their business on Christmas Day? Wave it. So my obsession – that’s what it takes though – you’ve got to be so obsessed about it. You’ve got to be so obsessed. All the stuff we’re going to talk about in the next few days, it can’t fly, because you have to be obsessed and think about your market and think about who you’re serving all the time. It’s all I think about. It’s what keeps me awake at nights, which is good. And this is the thing when we’re scoring today and in the next 2 days getting to more of the doing of the marketing, but there is a lot of people in business doing very badly because they think marketing’s become Facebook and wondering why things aren’t happening. Or they’ve got a Facebook profile or they’ve taken an ad in Google lately, or they’ve taken an ad out in the paper. And it’s money down the drain for them. It’s obviously money they bank for everybody else, but what I want to share with you today – and we’ve got Joe (30:37)[Parney] came along and see this, because what I actually think is fantastic. [CROWD CHEER]

He’s so funny. Oh, exactly. And I look forward to the feedback. It’s a bit late now. Yeah, it’s all recorded, and I want it written down. It’s just some tedious things. But realising marketing’s very much a being, because the market is searching to plug into whoever is certain and on. The market won’t buy because you have a thing, a coaching service or consulting or training or whatever your widget of choice is. The market isn’t attracted to the thing. It’s attracted to the energy you have, and if you’re writing marketing copy because you’re good at marketing copy on Day 2, and you’re writing uncertain marketing copy, you’re going nowhere. And you’ll be in the luxurious position to say “It doesn’t work.”

Yeah. “I’m going off to do something else, because it doesn’t work.” Well, no. You didn’t know how to work it.

Mmm. So the being is who we need to be in terms of – and we’re going to talk a lot about this today – in terms of character. Someone who’s interesting and appealing and desirable to your market is going to matter a lot more than all the technicalities of how to market yourself. Because the market doesn’t even know, but they are making the decision about how they feel about you. They are buying you, be it the brand or whatever you represent. They’re buying how it feels. They’re not buying a coaching program. Our school – we do coach training – nobody here bought a coach training program. You bought the person on the phone. We didn’t know what was in the program, so how can you say you bought the program. Anybody know what’s in the program they joined?

Nope.

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[AUDIENCE: NO] Anybody have a conversation about the content? Anyone? [CROWD MURMUR & LAUGHTER]

Not really. No? Anyone? What was involved? I think I’m making my point. Thank you everyone for your support. Yeah. Now you’re thinking about it, I probably should ask about that. Why didn’t I ask about that? I should ask some questions about that.

I did but I was shut down by (32:58)[I went to church]. [GENERAL LAUGHTER] And then he gets you and says something like this. It’s not about what’s in the program and how you’re going to get there. It’s the fact that matters to you out there.

Exactly. Love it. Is it true?

Yes. Does the how matter, as long as it’s graceful and ethical and feels like fun, you feel really keen to get there. Does the how matter?

No. No. No. So people who are going to come to you and do business with you won’t do business because you’ve got a cool thing or a better thing. They just don’t. They’re buying how they perceive you, and whatever your brand is, be it a brand promise of content or product – which I hope it is – or whatever. They’re buying how they think you make them feel. They’re all sort of buying how they hope you’ll make them feel.

Yeah. Mmm. I love that. They’re buying how they believe you will make them feel. That’s what people are tapping into. So me showing you whatever it is, 3 steps, 9 steps or however many you want to count to marketing is pointless if the person applying those tools isn’t bringing personal gain. Isn’t turning up for the show. And not just sitting in the audience of the show. Where have you got to be if you’re going to be good at marketing?

On the stage.

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Come on, speak up. You can do it. It’s an easy one. I’ve kind of set up the answer. So where do you have to be? [in chorus]On stage. You’re going to be up here.

Yeah. You’ve just got to keep this - If I was on stage right now, how would I be perceived? If I had every one of my clients watching me right now, how would I be perceived? If right now, everybody I ever met was watching me, how would I be perceived? And that is being a great marketer.

A really impressive person once said----I really like her.

That you need to understand you’re representing your business every time you step out the door. And even when you’re in your house.

You’re in a boat. Yeah, wow. [GENERAL LAUGHTER] Very wise. You’re all banking it. Yes!

That’s a perfect lead in to people that you see – Richard Branson, for example – you will never see him with any other attire besides the white shirt, jacket. Beach shorts, hon. 6 months of the year on the island.

Just in the public eye, they have certain branding of their own sorts that strategic throughout the-----. That’s right. Also Richard Branson has branded himself right now as shorts and thongs.

And thongs. Yep. But he spends 6 months of the year on the island now hanging out with people. It’s very strange. And it’s like you can spend $20k going to hang out with Richard Branson on his island.

Oh. Yeah. Does anyone else think it’s a bit strange? [GENERAL AGREEMENT] Why does he do it? And so a lot of Facebook now is all about him being in a pair of shorts saying “Have a good life on – what island?”

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Necker. Necker Island. Tony Robbins has moved to retire. What the f***. You knows that? He was in shorts and a polo for years, and then he released a book called Money and he changed his brand. He’s got a shirt and tie on. He’s spinning me out. [LAUGHTER] Stop that. Nobody else noticed it? You did? The buttoned down look, and his hair’s gone smooth. [LAUGHTER] Who’s been talking to this man? He’s a Scot.

Go and sort him out. What’s that?

You go and sort him out. I’m all over it.

So does that mean he’s moved his market? He’s trying to. With the Money he was trying to go after a different part of the market. But he’s also doing that, to me, ignoring his current market, who knows him as a polo shirt and shorts, or an open necked shirt and relaxed – yeah. So if you’ve been – I do, I kind of turn off to his marketing, and I just found the shift a little incongruous, considering how I’ve come to know him for 12 years and suddenly he’s buttoned down looking like a financier in the finance business. He wrote a book on it.

Yeah, well has he stopped listening to himself and starting to listen to others? Well, I think he’s gone after the market like I said. There’s real strategic decision, there’s nothing changed doing that’s not strategic. That’s him when he positioned himself as a solution around finance. And he believes that that’s all that he has to do. I’m just sharing with you – as a marketer – I don’t see that as being a congruous move. Bite the bullet, but still be the brand that millions of people follow you for. And as I say, people – we don’t talk a lot of those names all the time – people really buy experiences, or the hope of an experience they can’t get without you. And we’re going to score lots of ways of looking at that. There’s way too many boring people in business that are not going to provide a cool experience. Way to beige, way too boring, way too serious, way too self-conscious. I don’t know what’s going on, but how is that an appealing message. If someone gave you a choice to buy 2 things or a choice to buy from someone who’s serious and only answering questions about the products. Who’d do that? And then they come to us and they get to see this, and I’m well thank you for making it so easy, because I know people are wanting to buy an experience. They still want the content. They want to know this stuff. You want to know this stuff, didn’t you? Yeah? [AGREEMENT]

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This is the stuff, but it could be any stuff, because you were making the decision “I really think this will be the experience I can’t get on my own.”

Yeah. How are you sitting with this? [GENERAL AGREEMENT] Pretty cool?

Yeah. Yeah. Is it getting you thinking differently at all?

Yeah. Yes. Yeah. Yeah? Can you just share with me what’s going on? I’m just going to pause and drink tea, so over to you. Yeah?

A great example of this is Naomi Simpson, with that red balloon. She dresses always in red when she’s in public. She does.

She hit the money when she recognised that people are actually looking for the experience, and experiencing happy. She’s a great model for that. Yes. I agree. What else can you share? What else is shifting for your interesting? You all said, yes, shifted. So what?

We need to make sure we’re branding. We need to make sure we’re producting. We need to make sure that we’re totally focused on the end result which will be selling our business. The last real buyer. Yep. Good. What else? Yeah.

I’m going to be asking my client for a different testimonial. I’m going to be saying “What did you feel? What did you see? What did you hear? And when you saw me, what did you smell?” What do you smell when you back into me? [LAUGHTER]

It’s not even inappropriate. Well said.

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Yeah. That’s wonderful. A testimony based on feelings are much more desirable than I made blah, I got this result. Which is interesting because a lot of the marketers around the world in my space keep teaching you’ve got to get a results based testimonial. I say go beyond the result. The result and this is what it gave me. It gave me a feeling of – is actually the most valuable testimonial, not just I got a result. The results are very dead and if someone doesn’t want to get that exact result, they’re not going to feel any affinity with it. But if I got this result and now I feel free and you think - that’s going to be speaking to the market. Yeah, I want to feel that. [MURMUR OF AGREEMENT]

I think before about Tony Robbins, it’s about who you are as a person being true to yourself. So people like, you know, punching, they don’t fill up the right clients. Perfect, and that’s what you want. You want people turned off you as much as you want them turned on you. It’s as much about deselection as it is – and you guys have known that already, I’m sure, if you’ve been around us at all. Not because we turned you off, that’s not what I meant. [LAUGHTER] So as a result of this journey, I came across some myths that I want to bust with you guys today. I’m sure none will apply to anybody here, but you might know of someone that might have a myth that there is a magic pill or a silver bullet or a shortcut. Nobody here would, am I right? [AGREEMENT] No? Wrong answer. Yes, you’re right Sharon. Yes. Yeah.

Are we going to have access to the slide? Yes. The slides, yes. Of course. Thank you for asking. You guys wanted slides don’t you? [AGREEMENT] Have them. They’re beautiful, and they took a lot of effort, so not just get them. Thank me for them, and then read them. Is everyone in? [AGREEMENT] Awesome. So the first myth is that there’s a magic bullet or a shortcut. I can tell you now, with all the places I’ve hung in the world and the people I’ve connected with, and the money I’ve spent, if there was a shortcut, I’d have it. I just would. If you know anyone who’s still on this ridiculous journey thinking there’s a shortcut or a magic pill that can replace dedication and action, get it. You’ll be a billionaire in seconds. There is no such thing. Think about everybody who’s in my space, so running Masterminds or you’re connecting, networking around the world with people in the marketing space were all seeking the most effective and efficient way to bring you to (42:15). Does everyone appreciate that? Give me a yes.

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[AUDIENCE: YES] So think about it, for you to be here, we need to be effective and efficient and good at what we’re doing and to be a match. Do you honestly believe, if I knew a quicker of cheaper or faster way to do that, I would do everything in my power to do it? [AUDIENCE: YES] Of course I would.

Yeah. Of course I would. So what are you getting in the next 2 days is not that simple. It does take effort. You’re not maybe going to have it done in the timeframe that you wished it work. The numbers refer you to myth number 1. Give up thinking that this level of result is going to happen in any version of a shortcut. If I had it, you’d have it. With what I give you in the next 3 days – about as short as it gets. I’ve slimmed it right down. Yes?

And experiences in life, every time we have a journey or an experience which is what you saying everyone wants to buy, it’s the experience. It’s how we got there. So if we got there really fast, it wouldn’t be worth having. Yeah, there is a big argument to say that we’re more and more connected with how you feel about the journey we’re having rather than just getting there.

Yeah. And I can really agree with that, that we’re all starting to reflect a little bit, well if that’s all it is, I don’t know if it’s really worth it, but I’d rather really love the journey because the people I want to do it with, rather than just have it. Who’s with me on that? [GENERAL AGREEMENT] I think that’s a lot – I agree with you – it’s a lot of the Western world. But I’ll just make it really blunt. There is no magic pill. If I had it, I’d be selling it and giving you a bonus one for your partner. True story. [LAUGHTER] You knew that, didn’t you? How about this one? There is no such thing as passive income.

Yes. I believe if you make the decisions to set yourself up with and beginning leveraging coming from products, next level – leveraging coming from other people selling those products or whatever it is you have, then the next level – investing in other businesses, I believe you’ve earned every single cent because of what you were willing to learn. You’ve got to learn to earn. And if you’re doing that, there’s nothing passive about it. It’s leveraged. It’s smart. It’s a wealth creation pathway, but no one’s done it just sitting around hoping it would happen. There are steps in play to do it. So if you’re in a position

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where you have this or you do already have this, kudos, because I know what that took. What about this myth? You have to have a niche. Tell Walmart.

Yeah. Tell Woolworths. Tell Target. How are they doing? What do they all share? What do they all have in common?

Generalists. Generalists. They have something else in common.

Multiple businesses, not just in one. Multiple locations. What else do they have in common?

They have nobody else besides them. I reckon they’re just building their companies, is what I was looking for. They didn’t niche. Generalists are doing really well. You’ve got to be smart about it. But one of the things I’ll share is I get very tired of people saying to me, “Yeah, I’ll do that when I’ve figured out my niche.” No you won’t. You’ll figure out firstly how to be of value to the people that are in front of you now. Hang on one sec. And if you can’t be of value to the people with you now, a niche is not dropping out of the sky for you, because you have no value. Why would anyone – so get along and declare “I’m now in the niche of blank.” Where are all of your clients? I don’t have any. Then you’re not in that niche. You’re standing alone with a bunch of wasted time and effort congratulating yourself, but you’ve brought everything that’s lacking with you. If you’re unattractive here as a generalist, you’re unattractive here as a specialist. That s*** just follows you around. I can smell it. [LAUGHTER] So love where you’re at. I don’t want to hear in this training, “I’ll do that when I’ve figured out my niche.” Or you’ve told me this “You suck.” Is what you just said. I such at what I do, so I wish I was somewhere else experiencing some other reality. You can’t love the reality here, you ain’t going to love the reality you think you’re heading to. How am I doing with this? [GENERAL AGREEMENT] That deserved a little bit of a help. [LAUGHTER] Yes, Ma’am. You’re first. Go.

I’m just so excited. This is the best thing you could’ve told me I think, for this entire conference. And we’ve done it. Just Google on it.

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Absolutely. I was almost contemplating going through the thing – what is it – being quite – but I’m still a generalist, but right now, this is the best bit of gold you’ve given me. Who else is feeling that way? [GROUP AGREEMENT] Just love where you’re at. Get great where you’re at. Serve where you’re at. Make a difference where you’re at, and you will deserve what will happen next, but nothing will happen next whilst you suck. Okay? If you just started out in your industry, do you suck? I’m pretty sure I did. Come on, can I have a yes on that? [AUDIENCE: YES] You probably suck. You’re a rookie and you ain’t got that many moves and frankly, it is better people out there they could be seeing. [LAUGHTER] How am I going here? There’s only 90,000 coaches. I’m sure you’ve heard it, but maybe there’s some other choices. What do you reckon? Maybe you should just buy a book. So there are a lot of choices. I’m the suck-y wuck-y coach. How am I doing here? [AUDIENCE: YEAH] So until you love where you’re at and you’re willing to learn where you’re at and give where you’re at, face it, you ain’t going anywhere else. Thank God. Well let’s imagine you taking all that elitist entitlement with you to a niche. [LAUGHTER] Things will be better over here, because I’m specializing. Now I’m attractive. No, you brought the same s***, man. But now you’re working with people where it really matters, so you specialized in relationship coaching?

Yeah. How am I doing here? Or health and wellness. Get out of that space. Go back to “I’ll take you wherever you’ll frickin’ have me, and I will be grateful and I will thank my lucky stars they haven’t noticed there’s 90,000 better qualified and experienced people around me as I bumble my way through this frickin’ conversation and appalling coaching.” [LAUGHTER] How are you with that? [GENERAL AGREEMENT] That’s where a lot of us need to – that’s where I started. It was appalling, my first session. I coached from getting a haircut. Shut up. Okay, maybe I am oversharing. But here’s the thing – needing to find a

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niche is really saying “I’m not going to commit to me.” That’s what you’re really saying and I’m onto you. You really saying “I’m not going to commit to me because I’m not ready to commit to or prepared to what I’ve got to do good here. So you feel it will be easier over there. Nothing gets results in pursuit of the niche. You’ll just get all the same problems and the additional ones – all the money, you know, you think you’ve got to spend more money over here, that you spent over there. And then you’re doubling up and maybe it will be different now. How am I doing? [AGREEMENT] Not one cent can be spent on marketing here if you’re not attractive here. Go here and then there.

When I called someone, not long after I did my intake weekend and I was kind of getting some super rock in a hard place for no reason, and it’s sort of along those lines. I can’t remember who is was, but somebody said to me when I said “This is what I’m seeing where I would maybe led to, meant to be, this is my niche.” He said, “That’s not niche, that’s an idea.” That’s exactly what he said to me and I found that – and I just kind of laughed. Yeah.

But it was a real sense of relief because I said okay, so there was that big sort of vision and where I would like to end up as being this, which is great, but that’s not – it doesn’t matter right now. And that was really, really helpful for me, as far as giving me – because it was stopping me obviously. Of course. What a wonderful excuse. It’s just not working, so f*** that and now you’ve got another and haven’t got a niche yet. So keep sitting here.

But simply sitting, that’s actually not niche, that’s an idea. Good. Thanks for that. Read those things there, when you come across them, keep trying. Yep. Who’s heard of Very (50:32)?

Yep. Yeah. This is what he said about ideas – “They’re s***.” [LAUGHTER] I can say that. A woman would never say that on stage, but I am simply quoting a man, so I can say he says “I is a s***.” Executions, everything. Did I say that well? [AGREEMENT] This one. You have a money problem. That is a myth. You don’t have a money problem. You have a Idon’t-know-how-to-be-of-value-to-others problem. Oh, the room went quiet. I need to go interstate right now, or else you’ll start looking at me. What? Try it on. It’s not a money problem because there are plenty of people making plenty of money on any kind of weird and wacky business. It’s you haven’t learned how to be incredibly valuable yet.

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Yeah. To get well paid problem. Love it? [AGREEMENT] Everyone’s gone really quiet. I’m thinking about someone else that applies to. [LAUGHTER]

I’m coaching a number of people at the moment, schools this is, that are under 18. And one of the first – after the first 3 questions is down they (51:50)[indistinct] measurements, is what are you doing to create clients? What’s your lead? What are you doing to bridge? And even when he says “I’m ready.” I’m ready. I’m leaving the universe, no longer here and I’m ready to start. For goodness’ sake.

And I go, are they going to come and knock on the door? And they have a belief that when they’re ready, yes, the men are going to come and knock on the door. So the first thing and easiest thing to get most----Is to build a door.

No. [GENERAL LAUGHTER] Based on that logic, they need more doors.

-----ideas to get the momentum and actually going out there to get you back. Hustling? Oh my God, what a concept. My broken nail, bit of hustle. Who likes that one? We don’t have a money problem. We have a I-haven’t-learnt-yet-how-to-be-of-value-to-others, so I’ve been really my own problem. And perhaps seeing some lacking it. [GENERAL LAUGHTER] It will happen eventually. It will happen eventually. I know we sell a lot of TCO = if you keep turning up it will happen, but you’ve got to keep turning up and have something change. You can’t just have version A of you walk into the room and 3-4 years later version A who walks out. You need to be on version P Mk12. How am I doing? [AGREEMENT] So it will happen eventually, if you turn up. You could be in this room - and I can tell you now – nothing may change. It will not happen eventually unless you do what? Take action. You’ve already heard of great ideas. You’re going to hear 3 lengths of great ideas, but as Gary says – what? [AUDIENCE: S***]

Ideas are s***.

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You can say it ladies, because you’re quoting a man. [LAUGHTER] I’ve received feedback in the past about use of my language, and then I played Gary (53:49) and checked video. Have you heard him? [AUDIENCE: YES] Did someone put it on Facebook? People complain about me, using their phone – have you listened to him? Yeah, but he can say it.

Yeah. He doesn’t have these. It will happen eventually. So the idea of just turning up and turning up and somehow magically this is all just going to rub off, you’ve got to take the idea. You’ve got to spin it into some action. You’ve got to test through failing and a little bit of success and then you’re going to do it again with a few less f***-ups and a few more successes, and then you’re going to do it again and finally have a win. And you’ve got to do that for how long?

[in chorus]As long as it takes. However long. As long as it takes. And then you’ll have a win and you’ll realise – because you’re caught in that little bit of the mountain and you’ll get that little bit of nah-huh and guess what you’ll see? I didn’t know about all of that. So get in there eventually. It is not just turning up for enough years that success falls in your lap. You have to be in rehearsal constantly, for that conversation. You’ve got to constantly – I am always preparing for the conversations I want to have with the people I want to have them with, around the world. Always. 12 years now, I’ve been in rehearsal, playing, preparing, acting, implementing, putting so many things into place and now I do hang out with people I want to hang out with, but it was a 12 year journey. And it was never “It will work out eventually.” It was “I need to be good at that. I need to be great at that. I need to have conquered the f*** out of that. I’m going to own that b****.” Then I get in those dreams and it’s “Of course they’re going to do business with me. Of course people are going to want to do business with me.” How’s this sitting with you? [AUDIENCE: YEAH] So tell me what you’re hearing? I’m curious about this one. Over to you. Yes?

That’s really striking strongly with me, is having the conversations that you’re going to be having. And care for that. Like now, I know that I’m not having conversations that I’m currently having, and that’s definitely a big step. That’s the next step. It is the next step.

It is the next step, and they’re not going to have the (56:03)[indistinct]

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Yep. Yes, a better quality conversation doesn’t just demand to be had with you. What has to happen for you to have a really awesome conversation, something you’re interested in? You’ve got to be engaged, not just sitting there going oh wow, tell me more, tell me more. It’s not a conversation. You’ve got to turn up and bring game. Be studying like a motherf***er. I will tell you that every time. I have the privilege of having you listen to me. Study like a motherf***er. Harder than anyone you know. Outshine, out-study, and out-perform. Do that and you will be the person that will get noticed. You will be able to have the conversation. You will be considered remarkable in a sea of beige.

Mmm. Yeah?

It’s interesting as you were talking I just remembered, one of the books – I can’t remember which one – says the success is not a failure, neither is – oh what is the word. You’re a bit like me with quotes, aren’t you?

I know. At least you’re known to have said it, badly. [LAUGHTER] I don’t know why I’m waffled on like this.

Success is not – Would you like us to come back to you?

Yes, please. Okay. [LAUGHTER] I know exactly where you’re at. That happens to me up here all the time. And I only just made that up.

I’m trying to remember an English word. That’s my problem. Yeah. What’s your language you usually use?

It’s Yugoslavian. Say it in Yugoslav.

Oh, no. Early on I decided that how I do one thing is how I do everything. Yeah.

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And so I’ve decided I’m done with mediocre. That’s it. I’m just going to go all in, and it does – it’s not just all the coaching. It’s about who I am, so I’ve got a full time job. I turn up there differently every day, these days and really put in. And it’s just a different person that’s turning up at work, a different person that’s turning up in life. And that’s what I think is the foundation of all of this. You know, who you’re becoming everywhere, not just in one thing in your life, if you wanted to. Are you loving it?

Yeah. Yeah. Good for you. Give her a hand. That’s fantastic. [APPLAUSE] [CHEERING] Shh, this is worth it.

Success is not accident, as is failure. Oh, wow. That was worth it.

That was. Yeah. It was one word I had to get. Success is not by accident and neither is failure.

It’s not eventually, or basically everything is plain, so if you fail, then you’ve claimed to fail. If you’re successful, then it’s all part of what you talk. He talks exactly a lot of these things. Does he? Who knows Grant Tracey?

I love him. Yeah. He’s fantastic. Let’s keep going. This is my favourite bits. Nobody here does this, but it’s the exception. I didn’t get enough support. I didn’t get enough phone calls from – insert perhaps Name 2 straight here – I’m not getting answers I need. If you knew my situation, if you knew how hard I worked – what else have I heard? If you know what my family was saying. Come on – help me out.

It’s not the right time. I’ve got a family. I’ve got priorities. I’m tired.

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It’s been a long day. I had too much on my mind. I’ve got all these things to sort out first. What?

The cat vomited and ate the homework. [LAUGHTER] Guess what’s happening in my life?

Heaps. All that, except the cat. That sounds remarkably like what’s going on now for your show of hands, and I’ll keep my hand up as well. Who’s got a mate? Show of hands. Who’s got their s*** together? We are – none of us are the exception. Two people with hands up you’re definitely not the exception. [LAUGHTER] None of us are. We all have s*** going on. We are all overloaded. We are all super busy. We all have demands on our time. We all have demands on our attention. There is a lack of everything and a need for more. We run out of days of the week compared to the to-do list. You are not unique. And still I’ll expect you to run a very successful business. Fair call? [AGREEMENT] You become the exception when you do that. You’re everyone else whilst all that s*** is your reason for not. You’ve just hit the majority that I showed you on Slide 1. The majority lets that be the reason they don’t go for it. We all have s*** going on now? I’ve got s*** going on. I just did a rush to Perth. I didn’t really advertise it or anything, because my Dad got rushed to hospital and nearly died last week. And then we were preparing – he’s doing good. He had a brain bleed. He bled into his spine, so when I got there he was basically a quadriplegic. So we had that going on, running my business, not talking about it – I talk about it now because it’s the past now and – huh?

You mentored us then. I did. I mentored you the day I was in Perth heading to the hospital.

Yeah. Oh my God. Everyone has stuff going on.

Yeah. F***ing deal with it and do it anyway. You will find a way. Was that all metaphor or a little bit too personal? [AGREEMENT]

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Yeah. That is the truth. And he’s still in hospital now, and I’m here. So guys, there’s always s*** going on. We’ve all got stuff we can’t – we think we can handle. Nothing is linear. You will not resolve this before you do that because this will be your life. This mess is life. [AGREEMENT] It’s always going on, and it never ends for you to say “Oh, now I’ll start that business project I had at the back of my mind for the last 25 years.” You’ll find another decade to put it off. How am I doing here? [STRONG AGREEMENT] You are not the exception. You are the exception when you stop letting that be your excuse, which is what I decided to do. And it sounds like you have as well. How am I doing here? [AGREEMENT] A few of you? [CHEERS] Heretics. Change your parameters. You’re in good company. Orange tits? I did say that. Everyone heard heretic because they’re so polite – I can see orange tits. [LAUGHTER]

We are not talking about sizes here. We are not. Fortunately.

Well, stop looking at me. [LAUGHTER] Well, you have to know all the facts. I had not met a successful business owner who makes very big decisions knowing all the facts. You need to be comfortable with 50-70%. If you’ve got that, you’re very fortunate. There are days in the last few years I’ve made decisions with less than 10% of the facts.

Wow. Major business-changing decisions, on 10% of the facts. The orange tits helped. [LAUGHTER] Is that exciting? Because always what happens? What do you see so often happening for new business owners? What are they sitting there waiting for? The ducks to line up. What else?

More signs.

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More signs. More facts. Facts actually, this is what many start-ups are looking for. Facts to line up that are congruent with what they believed about the world. Searching or looking for different facts, they’re looking for confirmation of the facts that they have.

Yeah. Yep. That’s business death, because you’ll just keep doing what you’ve been doing and nothing will change. So around us now, what I just said, it was pretty profound. Just saying. So knowing all the facts, if that’s the belief systems someone has, that’s going to prevent them ever acting in a space of uncertainty. And entrepreneurship at its purest form is acting in the space of uncertainty. You literally are going where no one’s been before, so how on earth can you get enough facts? There are not enough facts available for where each of you is heading. There just aren’t the facts, so what you’re waiting for is actually more certainty. How am I doing here? [AGREEMENT] So how about we just bypass that and tell you you’re not getting the certainty until you do some s***.

Then you’ll have the facts. Then you’ll have the facts, and then you’ll feel certain. But certainty is an earned state. It is an earned state. You don’t just get certain in a space of waiting, procrastinating, hoping, seeking more affirmation, linear thinking. You actually get more uncertain. Who can relate to this?

Yes. Yeah. So you’re going to actually spiral yourself into a smaller and smaller world. What will cause uncertainty will actually increase. So anything outside the comfort zone is like flipping back into bed – so the idea is you’ve got to take the journey and through taking the journey your certainty gets earned.

Yeah. Yeah. Yeah. And that’s awesome. Everyone’s saying this all the time, “How come you’re so confident?” Do you know what I’ve been through? How do I do it any other way? I navigated that s***. How am I doing here? [AGREEMENT] I met someone the other day. I was at an event in Sydney and they’ve been thinking about their business idea for 5 years. [GENERAL MURMUR]

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But that’s quite interesting what you’re saying Sharon, because I’ve worked hard for (66:35), so I’m in a position where I want to be in, and that miser is the majority of Australian companies. More facts and more put in place and more facts before – because they have avoid decision-making. And if somebody else come like myself who wants to make a decision, I am too low in the process. You know what I mean? Need more time. Why do you need more time – and you can’t have the facts. You have certain parts, you have 10% facts. It’s enough. Let’s go.

But it’s driving me crazy for the last 25 years, because they’re very----Big bear processes for a lot of time. You should be nutso by now. [LAUGHTER] Seriously. 25 years? You should be around the bend.

I currently moved to the woods. That’s something. [LAUGHTER] Oh, I love it. So the time that they thought about it and did nothing, I’ve created the wealth of 4 generations. I mean, guys, what else do you need to do? What else needs to happen? What needs to be said? Let’s do it.

I got that saying – maybe it was you said it, SP, which is----Well, if it was good, I did.

So leaders have to be able to believe it before they see it. That was me!

Exactly, it was. Yes. And the followers have to see it before they’ll believe it.

That’s it. And that’s the truth. I have to keep seeing it. I just have to keep imagining it and imagining it and imagining it, and that’s what happens. Yes?

I find something that I’m doing that’s working for me is I think where I want to go with this, and I say “I’m allowed to go there.” Oh, great.

Yeah. I see it, I vision it, and I go I’m allowed. And it’s almost like it lets me do the work, to go that direction.

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I like that. I like it. That works well with you?

Yeah. Yeah, that’s awesome. Let’s do that. That’ll be my idea for the next training. [LAUGHTER] It’s fantastic. So who likes this one?

Yeah. Yep. Yeah. What were your thoughts on what I shared with you, that person who spent 5 years doing nothing and in the meantime other stuff’s happened. Yep?

When you mentioned about having all the facts, I - coming from a conference environment, you know, with resources stuff, some things work that you do have to gather the facts before you make a decision. And thinking about my business, if you have a business in the course of 1-2 years, you try to gather as much information as you want before you actually do any implementing. That’s because now, we compared it, for example, on yourself in that if I’m new in the business, then perhaps for me it’s going to information as more important. Well, now you’re in a stage that----No.

Might be decision making----No, I’ve been like this always. Yeah. You can just follow your way all you want. I’m going to show you my way, and since I began, I was saying a lot more yeses than “I know how to do that’s”. My yeses outdid my “I know how to do that’s,” by about 10 to 1.

Yeah. Yes. So I had to figure out how to do 9 things that I said yes to.

But that decision making----Did you not start Simpson’s with Bart? The decision makings were in full point when you’re making your decisions? Yes.

So that’s more risks than pursuing – making your decisions, if you’re confident about yourself and going the way----Yeah, that’s what I did.

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So that comes, as that one, then you wouldn’t care so much about facts because you were confident that what your ability to make decisions. Yes, and also then, I started this way in my business, when I had nothing. This was me at 6 months. Yeah? It wasn’t – you can’t say oh that’s good for you now. In fact, let me take that off the table. Anyone’s thinking oh it’s easier for you to say that because look at you now, Sharon, I’ll tell you what I’m teaching you is what I’ve been implying for over 10 years. Yeah?

That’s the thing though, in making those decisions, really fast too, the person you become is the person you need to become. And yes, I’m finding it sucks and sometimes you stuff up, but----And it blows up.

Oh absolutely. But who you are at the end of that is exactly who you need to be. And the people you’ve met because of that. [AGREEMENT] You’re going to attract the people, the heretics who think they’re good for you for having a go. And all that they say is “ Oh I wouldn’t have done that. I could’ve told you that would happen.” Let them stay in a majority. Because I’ve seen the stats. Yep?

I actually reckon that in regular jobs, you don’t actually do that all the time. There’s plenty of times that you’re working for someone else where the bosses way - or whoever - you have to get this job done. And you’re like yeah, okay. And you’re like I don’t know what you’re on about, but I better figure it out because I have to hand it in. With your accent.

[LAUGHTER] I’ve got it in my head exactly as you sound.

I’m a bit of a mongrel, so yeah. I reckon you do that, and I think that when you’re doing it for yourself, it’s where people get stuck. Totally.

You’re doing it – I’m thinking of an example from – I’m a teacher. I’ve got 12 years’ experience teaching. When I can go into a classroom and I can know all the facts and believe me, every class I get I don’t know what I’m doing, is the reality of it. And every year, I become more and more excited about actually doing better, and I used to have these meetings with the parents and I used to sit there and go this is what’s going to happen. This time we’re going to get your kid through this, and this is what you’re going to see, and I’m sitting there going, mmm, I don’t know. [LAUGHTER]

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But because I had that accountability to a parent and obviously a child, then that was my number one – and particularly in the last couple of years----Enough story. And I guess your very point. So the point I’m taking away from that, that maybe we can generalise for the room is, when we have the structured support of an employment situation, whereas you don’t know what’s involved, out on our own. So all these decisions cover up and mask our lapse, our strictures, and then we think oh we’re on our own, it’s hard out here. Where is the warm comfort of all these other decisions being made for me now? And where can I be accountable? And suddenly it’s just us facing it, every single day.

Yep, that’s it. So to know all the facts becomes a comfort or a default position for a lot of people in business when they start, because they’re trying to replace the comfort they felt of lots of facts. It’s not going to help you become an entrepreneur. Yeah?

Isn’t it also taking into account you making decisions based on fear, instead of a rational fact? Like in an employment situation you don’t have to. You can just refer to someone else. You can –

Or you’re afraid of being fired because you need that income. No. I would not. I reckon most people – my experiences – that what sets us up to be good as employee actually is not what sets us up to be good in entrepreneur, and there’s where I’m helping at – because here the planning’s done and it’s done with people. There’s lots of support. But out here on your own, anything’s possible. S***. Yeah?

And you’re off by yourself, you need to take accountability whereas if you’re an organisation you can come and be a member----And if you’re in the mood you can kind of cruise through that because everyone else is picking up. I’ll take one more and then I’ll keep going.

I just wanted to clarify something. You may.

Fact finding, yes. Surveys. Oh, wow. Yeah, not a fan.

Of surveys? Yeah, no. No. Focus groups? Mmm. [LAUGHTER] There’s a whole bunch of Scotties on focus groups. Has anybody read the studies?

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[AUDIENCE: NO] Very amazing, and it says – focus groups is bringing together people who seek immediately to conform, so whatever the room, the flavour of the room is saying, and that’s what you actually get. So you’re not getting real data. You’re getting complete contrived data based on how the room follows the alpha leader and the mood of the room and the clothes of the people in the room. There’s all these studies on it.

And if you asked the question, you can pre-determine the answer. I get that. I was trying to make the sync where you have a survey monkey type of thing. Yeah.

Is that – does that help the feedback? But it’s still in----Yeah. I went through some other ways. Yeah. Having a bit more fun.

Yeah, cool. Yeah, not a survey.

Yay. I suppose I could turn into a survey. Then I wouldn’t want to do it. Okay, let’s not do that. Let’s do something else. What else have you got? Oh, and where your insecurities and your problems matter. [LAUGHTER] No one who is going to do business with you gives two hoots about your stuff and your issues and your other stuff.

Oh they do, and you tell them and they run in the other direction. Yeah. How am I doing with this one? [GENERAL AGREEMENT] Is it a good one? No one cares. They just don’t, because the reason they’re buying your cool thing is a way of solving their own insecurities and problems. So they’re not going to exchange good heart and money to purchase yours. How am I doing? No one’s going to have them. It doesn’t happen, so whatever stuff’s going on, the market doesn’t care, shouldn’t have to care, and won’t care, no matter how much you think they should. And they won’t miss. I put so much thought into these. I had 20, and needed to get it down to 8.

Yeah. What are our thoughts on these 8? Pretty good ones? [AGREEMENT]

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Get some key wordings. This is our first session done. We’ll have a bit of a break in a moment. Can we get some key learnings captured please, from this first session? An hour and a half has already gone. Yes?

Our businesses have to be our priority. Yes. Yes. Yeah, I think if you’re going to be a successful entrepreneur for a while there. Yep?

Be happy where you’re at and be of value to those in contact----Love where you’re at and give value where you’re at. If you can’t do it where you’re at, what’s going to happen? You ain’t doing it anywhere else. Yeah?

I love them to, just the sheer capacity that comes with leveraging. Yes, you love that? To be courageous enough to take my product. To be great at sales, selling a thing – all the things, the steps you’ve got to go through, you’ve earned it. You earned it, and you should feel so pleased about that.

Even looking at everything through that filter, it’s the whole experience I believe. We can talk about an even more successful future by looking at it through that filter. Wonderful, yeah. Yes?

I actually use that term in a navigational series. My mentors have come in and slammed me for it during, and said “Passive s***” and guess what I had to do to get past that. And I thought about it and thought I should create a little version of me and then an aggro version of me, and then it went through the chain like that. So holy s***, I put hours and hours and hours into these, and it was definitely leveraged the way----Yeah, leveraged. Yes?

Letting go, I feel like s***. Or how about just shutting up about it? Either way. Yep? Did you like that?

Smooth. Yeah?

Uncertainty is like goo s***. You just summed up a big portion of the presentation. We deserve to feel how we feel, based on where we are in the spectrum of actions. You’ve done little, feel s***. Kind of makes sense, doesn’t it? Like, no one’s going to shoot about the glue to tie their shoelaces. Well, on the spectrum of learning and having a go, you’re pretty good. So you deserve to feel certain about that, but in this world, we earn how we feel. I really believe that. There was someone here – yep.

I know that we hear this all the time, but just be reminded about this stuff. That was an amazing insight.

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That one? Or the one before?

This one. Because the one before was pretty good too. [LAUGHTER] I know, I am so fussed, seriously. Yeah?

Oh it doesn’t matter if the cat wants to retch, it’s irrelevant. Yeah. No one is the what? No one’s the - ?

Exception. [AUDIENCE: EXCEPTION] Excuse. You can’t have excuse and no one is the exception. You’ll have to say you are not the exception. [LOUD CROWD COMMENTS] Someone here?

You are not a – maybe I am. Yeah, who likes you’re learning to earn it, baby? Yeah.

Yeah. Yeah, I have a whole leave ya on that one.

I love your position part, about becoming so obsessed with your business and your life, the ultimate setback. Ultimate setback of clients is what I actually said. Yeah, I’m obsessed about you guys. You’re what keeps me awake at night. Yeah?

So I’m not obsessed I’ve spent a fair bit of time with it, but interesting place. Oh my God, yes. The total wake of self-reflection. I got sick of me. Who wants to – I got sick of thinking so much. And I just had enough. Who else? Yeah.

When we learn and get up the mountain a little bit, there’s more reward there. Yes. [GENERAL AGREEMENT]

A good experience.

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That might be slower, more experience, and there’s different climbers. [AGREEMENT] And you can actually climb. Think about how hardy those climbers are to be where they’re at. [AUDIENCE: YEAH] I want to hang out with them. I want to know how they managed to get to there and stay there.

And different mountains to climb. Yes. We can go a long way with that metaphor, won’t we all?

Yeah. Yep. Yes?

I really like the study, and study and study more. Yeah. Yes. I don’t think I said that. I actually said----[ALL SPEAKING TOGETHER] I said that – I believe you are, yeah.

And that for me has been a real turning point personally, and I never – I need to know what I’m going to learn. And I need to know it well and inside out, and that’s really important for me. Do the work. Why would you expect people to pay you?

Well, that’s it. And it was good to hear, because I felt it was timely for myself. Good.

You’re sounding like a motherf***er. [LAUGHTER] I believe that’s how I sound. That seems to be ringing a bell. Thank you very much for your comment. It sounds a little bit like me. [LAUGHTER] Double-die on Facebook. Yeah?

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The thing is about your energy as well, so people want to buy what like, I’m going to make them feel. And if I’ve lost my energy, I turn it on and off very instantly and if I’m at work I turn it off and if I’m coaching I turn it on. So just trying to make it so it’s the same person. Twilight’s what you said – what’s your name again?

Christianna. Christianna. I liked what Christianna said. She’s turned it on everywhere. [GENERAL AGREEMENT] Imagine if you did that. I think to be a good marketer, you’ve got to do what you’ve said. You’ve got to really turn it on and turn it up and sustain it, because that’s how you become a leader, because everyone else is doing what you just said, turning it on and turning it off basically in their mood. Too many - entrepreneurship, yes, you don’t get the luxury of turning it off for a while. You know, I think I told most of you – my first 2 years I worked every single day in my business including Christmas Day. I didn’t do a lot of hours, but I still did stuff, because I had to be gone long enough to get away from grabbing. I did the rocket ship free of gravity, and in just some rare – it floated it, but the amount of fuel I had to burn to get this puppy off the road, my God. It was a lot of effort in the beginning. You remember I had a pretty big, ridiculous dream? It was this – it wasn’t exactly this – but some version of bigger. I don’t know why, but I did. So for 2 years, I worked my arse off and I was very consistent with the energy so I earned the right to be a leader in this community. Does that make sense? [AGREEMENT] But you can’t be on, and off. I’ll give you a few – you can’t be on and off and expect to attract a lot of clients.

Yeah, so it’s like the awakening for me. I just have to put my energy in everywhere I go. Everywhere you go. Be the market leader. That’s wonderful. Good for you. Who else? There was someone else. Yeah?

I like hanging out with heretics. I love that. Who loves hanging out with heretics? [GENERAL AGREEMENT] I don’t realise I’m hanging out with heretics. Who’s a heretic? Keep your hand up. [CHEERS] Oh yeah. I like it. I want to see heretics, and there was someone here. You first, then you. Yeah?

I like sport, searching out facts that are going to buffer your current way of thinking. Yeah. Yep, seek facts that you’ve never heard of.

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Yeah. Seek facts that undermine everything you thought was true. Seek the facts that shock you, that offend you. Seek the facts that are nothing like you’ve heard before. Spend more time and space in “I never thought of it that way,” and your business will thrive.

Yeah, yeah. But to keep – you don’t need to put a lot of attention into what you already know. You know it, move the f*** on. Yes?

It’s not long, but I love the fact that you actually shared with everybody that you need to be a character. That you’re marketing you, because it’s quite advanced, like, what with that many people talking of that particular----We did the four character types this afternoon, and you’re going to identify, all of you, which character type you are. [AGREEMENT] That’s where we’re heading with the hand out, and I do expect the appropriate kudos when I do that. [LAUGHTER] Anybody else?

There’s no shock fix to the system. Yeah, if there was, it would be on the market right now, with a bunch of people selling it and fizz and frilly deals. Yeah?

I just love the journey, just really love the journey and be in that moment. And what I love about it is just reading all these amazing people – not just here as reaches the eye – but outside, because I’ve travelled differently in life so I’ve tracked down. Yeah, yeah. It’s fantastic. Good for you. Keep where you are, that’s the sweetest spot.

That’s right. That’s it. Hallelujah, sister. Yep?

I liked being remarkable in a sea of beige. Yeah.

Yeah. Yep. Yes, fabulous. Yes?

Go with gusto.

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Go with gusto – who likes that one? [AGREEMENT] I just decided last night or this morning, we need to have the word gusto in the presentation. I think we need to go with gusto. Yes, I trained – when I started out I started with a lot of people and none of them are here today. And I thought well what’s the difference? And of course we can list lots of different things, but really, I just kept the fire burning for this wonka. I just kept the fire burning through every setback and every challenge and every day you get a client and on and on. I just kept the fire burning. Until someone foolhardily – we’re still friends today, thank goodness. How about we enter a break, do you think?

Oh, yes. How did we do? Now some of you don’t know this, but we have a standard. Did we earn 1, thumbs up from this presentation? Did we earn 2 thumbs up – I’m expecting at least 2 thumbs up. Did we earn 2 thumbs up with a knee, or 2 thumbs up with a knee and a butt? [AUDIENCE: KNEE AND BUTT] Please demonstrate. So 1, 2, 3, 4. And you give yourselves a round of applause. [APPLAUSE] We can have half an hour, because this learning----A whole half an hour. Because there’s lunch served out there. Oh, and hey guys. As our gift from us to you, we’re providing lunch throughout these 3 days for you. So enjoy. [APPLAUSE] That was fun. That was so fun. END OF RECORDING (85:41)

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DAY 1 – SECTION 2 Shall we play some more?

All: Yes. Yes please ma’am, can I have some more? We are fortunate, we have Joe [Parney?] in the house who’s just down there.

(Loud applause) Okay, let’s see how we’re going with the, who’s funnier?

(Laughing) I’ve asked a couple of people to sign in triplicate that I’ve won that, but I had to bribe them, so I think that’s feedback to me.

Clearly one of us has got something to prove. Exactly. Do you believe I’m overcompensating just a little bit? Hadn’t noticed. So Joe’s going to come on in the next segment, and I’m really looking forward to that. Can we dig a little deeper into how to think about our businesses, and then get into some, is that cool?

Yes. Yes. I’ll just reiterate again, it’s one of my favourite sayings, if you’ve been around me for any length of time you’ve heard me say this a lot, and I will get this saying wrong, but I’m going to give it a go. It’s this, that in the hands of a dysfunctional mind, no tool is good enough. In the hands of a functional mind, any tool will do. Maybe not as well known a saying as I was hoping.

It was awesome. It was an awesome quote though, it was awesome, and I nailed it, yeah.

(00:01:32) (00:01:33), so I’ll do it again. In the hands of a dysfunctional mind, no tool is good enough. But in the hands of a functional mind, any tool will do. And that’s my way of saying what we’re doing now is setting the platform, the foundations, the fundamentals for how we have to think about ourselves, our business, our market. Because I’m going to give you exactly what we do to generate millions of dollars of sales, tens of millions of dollars of sales, but that doesn’t happen because we have tools. It’s in the hands of people who have very functional thinking about the tools, and, let me put it another way.

44 |

Sometimes we make a mistake with people high in the sales team, and they really struggle. We consider it our, we’ve got it wrong in terms of hiring, but that’s not the point. And the struggle is that they think it’s about memorising a what?

All: Script. A script. And I’ve never had a sales script in my life. And I’m phenomenally effective when it comes to sales, not because I have scripts, because I know how to think about the conversation I’m having. I know how to do what? What types of things do you think I’m good at when I’m in a one on one?

Rapport. Rapport, yep.

Communication. Yep, communication.

Engagement. Engagement.

Trust. Building trust.

Listening. Listening.

Calibration is the word I’m looking for.

Calibration.

And in marketing, as in sales,

everything’s calibration. But if you don’t know what to attend to, you don’t know what to f***ing calibrate. How am I doing? And all sales is calibration, all marketing is calibration. You must know what to attend to. And if what you’re waiting for is for them to say the exact thing, because you have a script for that, you will fail, as those salesperson did. They practice with me and they finally get a line, and I say “You’re doing really well”, and guess what they go and do with every call they did? That line. But guess what? Who’s on the end of the phone? Not the first person. So what’s happening? Talk to me. What do you think’s happening? They’re saying their line, they’re saying their line perfectly.

They’re not getting the response they wanted. It’s not authentic. It’s not authentic, because they’re not even saying it to that person, they’re just saying the line perfectly, and?

I loved your example of the car, I was listening, I loved that (00:03:49) example, purchasing a car, and the salesperson did actually listen to you versus the one who didn’t. Totally. Did I tell that story?

It was such a good story, it was so (00:03:58) as well.

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No, you’re not going to get the story. If you listen the CD, you’ve got to do the work, (00:04:03).

(Laughing) ‘Just keep talking to my husband’, is it that story?

No, it was the story----Oh, I’ve bought a lot of cars, sorry, sorry, no, go.

You were looking for [Sid 4?] (00:04:13), you were looking for [Sid 4?], you went in and looked at an Audi TT, you got in, you’re a very visual person, and didn’t like the colours of the interior, and you’re like “Oh, I don’t really like silver”, and the guy’s like “Oh, but everybody (00:04:23) very popular colour and everybody likes it”, it’s clearly a script to get you to buy it (00:04:27). And I just went, shot down. Who else can imagine feeling that way? Whereas the person who sold me [Sid 4?] nailed it. So I walk into the car yard, (00:04:40) calibration with the car yard, I’m here, I want to look at the R8s, I love R8s. Does everyone know what an R8 is? And if you don’t, shame on you. Seriously, there’s important s*** to know Noelle, and sports cars is one of them.

(Laughing) And the sales guy said “Well let’s show you some Ferraris”, and I’m like “Oh, yeah, okay”. And the owner of the car yard down in St Paddy’s was there, and he goes “Get her this Ferrari, this Ferrari, this Ferrari”, and he used that tone to go and get me the only R8 they had in stock, bright orange. Oh, wait for it. Has anyone seen my car? It’s frickin’ sexy. So I’m not very good at the red Ferrari, I’m a bit (00:05:22), he goes “Well, we have an R8”. And the salesperson’s going “We’ve still got another Ferrari”, and St Paddy’s going “Shut the f*** up.

Get the woman the R8”.

And then the salesperson who’s not

calibrating at all goes “Um, you had a grey one before”, “Yeah, I’d only want grey or black”, and the salesman goes “Oh, there’s orange”, “Well, I wouldn’t want an orange one”. And the car yard owner is just, seriously, just if you could throw daggers with your eyes, the man is pinned against the wall. “I think you should have a look at it anyway, just have a look for your own sake, who knows”, that’s the car yard owner. I walk around, “Oh, there’s my car. I’ll have that one. Can I have it now?”. And the salesman’s got no idea what just happened.

And the car yard man, because he knows how to

calibrate, he knew exactly what happened. He managed me. Not with a script, but who I am. And that’s what this is about. And marketing is the same thing. You’ve got to get in there mind so much. And that’s why you get over your s***, or not worrying about your s***, because you’ve got to get really into what?

All: Their s***. Their s***. You must lose sleep worrying about what they worry about, and working out how to solve what they care about and worry about.

You’re going to be obsessed about what they want to

experience and how to give them that experience. What you want to experience doesn’t matter. You’re meant to be a market leader. Now, I love being a student in a great experience.

Who loves being a student in this kind of

experience? I like it. I don’t get to have this. Do you get that? I can go anywhere in the world, I don’t

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get to have this. I’m a member of a group, I’m paying, I don’t know, $30, $40k a year, and you write a comment or question, it’s ignored by everyone. What would happen in our community, do you think, if any of us got ignored? There’s be like 1,200 people ready to rescue, wouldn’t there? Yes? Talk to me.

All: Yes. Validating and commenting, like you’d see they’ve been alone for 10 minutes, who starts worrying about that s***? I do. Anyone else?

All: Yes. Yeah, they’re alone, someone needs to validate. I’m a member I’m paying $40k a year, and I watched one comment by one of the leading coaches in the world, “Hey, look at the line up I’ve included in this world tele-song”, and he’s so proud, and I know, he’s a mate of mine, he’s Christian Nicholson, does everybody know him? Yeah. And anyway he (00:07:44) and he’s in the same (00:07:46) in America. Not one person hit ‘like’. And it’s been 48 hours. There’s one person who’s hit ‘like’ and wrote “Love it, good on you”.

You. You. And 140 other people let it go past. Because you can tell who’s visited, you can see who’s been there. They let us see that. No one else has commented. So I love, oh, it’s appalling. It’s appalling. It is, I agree, it’s terrible. Anyone else?

All: Yes. This is f***ed, like anyone else? Like Jesus, I’d never allow that, we’re outraged. Yeah.

(00:08:17) you have tall poppy syndrome (00:08:21). No, it’s not an Australian group, it’s an American group.

I realise that. And it’s not about that, it’s just people don’t understand the importance of experience. So I want a great experience the way you guys get to have, I want that. But here’s the thing. To be a market leader, you’ve got to be willing to give that up and create it for everyone. You’ve got to be responsible for building this, not the building, but the experience. And then think every now and again “Damn, I wish I could be sitting in that room”, but you’ve got to lead it all the time. And you’re going to obsess about how to give them that experience. That’s what’s going to keep you awake at night. You’ve got to be kept awake by what they’re afraid of. What are their fears? And if you don’t know how to help them with that, if you don’t know what they’re losing sleep over, then your business is always going to be limited by what you can sell in terms of product, instead of what you can sell in terms of experience. Because people are really buying escapes from their current experience, that’s what people are buying. They want to experience something else they don’t believe they can get without you. I’m going to click

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and see what happens, because I learnt some s***, it says so on the board so it must be true. Let’s see where we go. It’s all true, if it’s on the board. Okay, one of the things, I was looking at the myths, I was looking at the myths and I started flipping and thinking about “Well, what do people I hang with who are really successful, what do we do, what do we care about, what do we obsess about, what are we spending our time on that perhaps other people are not?”. So is it cool if I just share with you what that is? So you guys can know what to obsess about as well, then we can all obsess together and I won’t be so lonely, how does that sound?

(Laughing) Who’s in? Can we all obsess together?

All: Yes. Please tell me you’ll obsess with me.

All: Yes. Thank you, thank you. But you’ve got to say it, “I’ll obsess with you Sharon”.

All: I’ll obsess with you Sharon. Okay, now, see, I’m not alone now, so it worked out perfectly. So this is what I obsess about. If I have a challenge or a problem, I figure out how to turn it into a goal, so I can conquer that s***. That’s what I’m doing. So I’m not complaining about, I do complain to my husband, the dear thing, but to the world, I am just turning my objections, my problems, my challenges, my setbacks, into goals. And generally when I solve that goal I become more inspirational as leader of my community. So that worked out nicely. Who’s now full of the person who’s complaining about this stuff? Try it on. How’s it feel? Make a sound.

Yep. Ew. Wasn’t very noisy. Make a sound.

(Various sounds from audience) It’s kind of icky, isn’t it? I can’t even make that sound, it’s so icky. So whatever s*** you’re going on, if you want to do something about it, turn it into a goal, if you want to keep it as your s***, shut up about it. That’s what people are doing that I’m hanging out with. Sound like a plan?

All: Yes. Love it?

All: Yes.

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So you’ve got to say “Man I love that s***”.

All: Man I love that s***. This is what I obsess about. How to give value to the market place. How do we give more value? And we’re going to talk a lot about that tomorrow when we get into content marketing. How do we give what the market wants? And the market doesn’t want stuff, it wants the stuff because it will give them a feeling, because it will give them an experience. I reckon I’ve said that now 10 times this morning already, I’m just going to keep saying it. They don’t want coaching. They don’t want a training. They want what?

All: Experience. Experience. The training, my apologies, so then the training is simply the vehicle towards how we want to feel or be, that’s it. Nobody’s buying a drill. What are you buying when you buy a drill?

A hole. You’re buying a friggin’ hole. And you’re not even buying a hole, you’re buying the picture hanging on the wall. Try it on. No one goes to a hardware store to buy a frickin’ drill. They have a problem and they are buying a solution. The vehicle could be anything. It could be anything, as long as it puts the hole in the wall so they can hang the picture and feel proud and brag about the picture they bought. They’re buying the right to brag. Get it? They’re buying the story that goes with that picture. I’m actually not kidding here. We buy, I gave you my R8 brag story. We buy to brag or to bag. That is it. They’re our choices. We will brag or we will bag. True?

All: Yes. How many brag stories do you guys have? I’ve got a ton. Who’s got a brag story, show of hands. Who’s got bag stories? The restaurant you didn’t like, how many people did you tell?

All: Yes. Like everyone you know and some others?

No. No? You’ve never been to a bad restaurant? I can help you with that. Let me tell you a story.

(Laughing) But we want to brag or bag, we want to brag about a great story, “(00:13:34) I got that picture, I was in da, da, da, and my friend da, my husband blah” and then the person there said “It came from, and you know that Sydney”, (00:13:43) the story. We want the bag. Who’s got a bad restaurant story?

Oh yeah. Oh yeah.

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Well, we’re going to bag. So we want experiences. So it’s thinking about, and are you getting how deep you’ve got to go into thinking about this, it’s not “What can I sell them?”, it’s “What are they wanting to buy?”. It’s not, “What can I sell them, I’ve got to make some money”. It’s not that type of conversation. They don’t care about your need to have money in your bank account, nor should they. They’re assessing “Will this move me closer to the ideal experience I want to have?”. And that’s what’s called value. Successful entrepreneurs, we’ve covered this very thoroughly, aren’t waiting for all the facts, there is no way, and I’m going to walk you through our product launches, just so you can see, you can contextualise how this all works with our business. We’ll do it a couple of times in a couple of different ways. But there’s no way we’ve launched the product lines we’ve done that have been incredibly successful knowing how they were going to go. Does that make any sense?

All: Yes. Give me a little bit, you guys have gone really quiet. All thinking?

All: Yes. Yeah. So we had some of the facts, we knew what you guys love, and we know what our market loves, because we know the previous ones, add value and figure out what they want. But really at the end it’s a bit of a punt to know. Think about Apple. Do you remember Steve Jobs? And he said, and I’m going to get it really wrong, but here we go, something like “I don’t ask what the market wants, I tell them what they want and then I give it to them”. Now, that is not dealing with the facts. That’s dealing with an opinion that happens to work. Try it on. Because that’s what I think of surveys. We’re figuring out, and I want you guys to start figuring out, “Well, okay, what is it I want to tell them they want, and then I’m going to give it to them?”. Is that disruptive?

All: Yes. It is a little bit. It’s wild. I should settle down.

Bold. What are you guys hearing when you hear that? What’s coming up for you? I know you’re thinking “Well, how do I do that?”, but what’s coming up before that? We’ll get to that. Yep.

It’s like (00:15:46), being able to create something for them and (00:15:49). Yeah, great. It’s uniting common cause, that’s great. Yep.

No, I wasn’t----You were flicking your hair?

I was. Your hand went above your neck. What did you think I’d do? It’s like your hand went, there it is, there it is. What else is coming up for you? Yeah.

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I like that because ultimately they don’t know what they need and want, because they’ve got a problem, so you have to come in and actually create the other piece, and then they possibly know. Yes, that’s it, that’s it.

So you create a need where there is none, and then you give them the solution. Well, there is a need, but it’s only when you provide the solution they realise there was a need.

That’s hilarious. I know. Yes.

And it’s like anything that people try to sell, how much stuff do you (00:16:33) that you didn’t know you needed until you got it. It’s that basic premise, isn’t it? And I put in that category the avocado protector shell.

I was going to say the banana holder actually. The banana holder, that looks a bit like a big banana.

(00:16:49). To do list, buy banana holder. But there is a category of stuff in the world that nobody needed until it was put in front of us, and now have multimillion, billion dollar businesses. None of those types of junk things though are going to create a market.

The movement is created, the movement, the

mission is created when you put in front of them something that will help them with their redemption. And that’s the punch line of this training. Hang on. You put in front of people redemption, and suddenly you’re elevated above every category of any consumer good there is in the world. You are now separated from the majority. The moment will be elevated, but the mission is redemption, a do over, another shot, another chance, a way to be different, a way to redeem ourselves, to forgive ourselves, to start over, you put that in front of people and they’re queuing. Yep.

It’s subliminal. It’s about really unconscious, and it is disruptive things when you think, because in a dysfunctional way it’s thought assertion, you’re actually giving them what they don’t yet realise what it is. All marketing is thought insertion.

Yeah, yeah. You guys here are all sales and marketing, and you’re telling (00:18:14) what to think. Everyone gets that, don’t you?

All: Yeah. Otherwise you wouldn’t be marketing.

That’s right. I like that.

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I like that you think you think you’ve discovered that, that’s hilarious.

(Laughing) It’s the way (00:18:27). It is, enjoy, I can see. Successful entrepreneurs make decisions rapidly, and they stick to them, and then they move on. One of the ways I transformed my life and my business was when I sped up the amount of decisions I was prepared to make in a day. I went from, I don’t know the exact number, but it feels like maybe 20 decisions a year, to 20 a day. And so I accelerated the mistakes I was going to make by all those times. And I just made all of them, but I made them faster than anybody else in my industry. Because everyone else was making decisions slowly, and trying to think it through and get all the facts. I was absolutely killing it, because I wasn’t doing that, I was making them in bunches, you know what I mean? So one day I made so many decisions, three things fell over and it didn’t matter, because I had another 17 or 18 things on the go. So I almost got to park disappointment. Does that make sense?

All: Yes. It kind of got parked, because I was so busy dealing with everything else I had created I had to worry about it later, and then by then I’d made another 20 decisions anyway. So where I in the past three business deals, client deals had fallen over, “Oh no, another one”. I had another 17 on the go, or another 17 conversations or opportunities, so it didn’t matter that three just trashed. Because I had so many other things going on, or conversations that I was hopeful about having. You guys digging that?

All: Yes. You going to do it?

All: Yes. Turn to each other and say “I’m so doing that baby”.

All: I’m so doing that baby. Oh, here we go. Oh yeah, here we go. Shockingly, successful entrepreneurs can sell s***. They can sell not just s***. Cash is oxygen. Everything’s theory until you can sell something. Everything’s bulls*** until you can sell something. Everything is delusion until you sell something. You’re making it up and you have a hobby in your head until you what?

All: Sell something. You’ve got to get a sell, every single day. And ideally you’ve done NLP or metadynamics and collapsed any angers you might have around negative thoughts towards selling, because there’s no point in feeling negative about something you’re needing to do all day, every day, ideally 24 hours a day. How am I doing?

All: Yes.

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You guys have gone really quiet, I thought that was like an easy one. Not an easy one? Spot on? Huh?

(00:21:09). (00:21:09), well, deal with it now, (00:21:10). Here’s the thing. If I was to help you to set up a business that was completely online, and you never had to actually like talk to the person when they put the money in your bank and then just got something, how would you feel?

Awesome. Awesome. Come on, how would you feel?

(Unclear talking) (00:21:29) like there’s just money coming in, whatever your magic number is, $1 million, $2 million, $10 million, whatever that is. Okay, now, what if to earn that you had to be in front of them and build rapport and have them care and know that you care about them in person. Now what just happened?

It’s heaps better. Whatever your thoughts are, it should all be the same. It should all be the same. It shouldn’t make any difference. If they were with you asking about it you’d be just as impassioned as if they’d trusted you with the journey online, if they trusted you with the journey in the workshop, none of it should make any difference. It’s all sales.

Hang on, can I ask a question? No. You can ask one and then she blows up. So pick your question super carefully.

Do you want me to write a letter to your parents? Was the first person a client or just a random person? A random person. It doesn’t matter, they just bought something, you never met them.

Right. But they bought your product? Yeah.

Okay. How do you feel about it, and everyone had their personal views and feelings. It should all be the same. It’s all sales. How am I doing with this?

All: Yes. You guys have gone quiet. Talk to me, I need a bit of feedback, I’m feeling a little alone, I need to calibrate, you’re not giving me much, go, go, go. Yep.

So be as passionate if you value in a product that you’re not standing in front of delivering-----

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Yeah.

-----as you are in your product that you are standing in front of. Or the other way round. It’s all just the same thing. There’s no more than that, it’s just all the same. Sales are sales. Let’s get excited about how do we create the transaction. In any form, be it online, be it in a workshop, on a webinar, face to face, in a store, who cares? Just learn to get really good at it, in all those scenarios, and feel absolutely it’s all just, “I’m doing what I need to be doing to be a successful entrepreneur”. You can’t call yourself an entrepreneur if it’s all in your head, guys. You can’t be an entrepreneur saying “I’m pretty sure I’m on to a good thing”. I’ll introduce you to some homeless people in New York, and I’m kind of being funny, but I’m kind of not, because I want to wake you up out of the stupor of “I know I’ll go really good as soon as I-----“. Get real. Sell it or shut up about it. Are you hearing me? Too harsh, too early?

All: No. Yeah. Yeah. Well, if I can’t say it in this room, the most advanced room in our program, where do I say it? And I appreciate I’m not going to say it at intake weekend.

(Laughing) See, I can calibrate s***. But I’ve got to be able to say it to you, because you’re here wanting to play the big leagues, you’re wanting to play the game for real. And the game for real is you’re selling stuff, or you’re just all flak. Turn to a friend and say “I’m for real about sales”.

All: I’m for real about sales. “And so are you”.

All: And so are you. So what are your thoughts on that?

Yeah, good. Yeah. I don’t mind, you or me, when someone’s training, they’re only training me. Like I can be in a room of 4,000 people with Tony Robbins, yep, me, (00:24:34) I’m like this, the high, who else is like that one? Clearly not you. She is.

(Laughing) Yeah, go for it.

Love that. I’ve been in sales for so many years and I love sales. What I got just then was marketing is sales. Yes.

To inject the same evangelism, the same (00:24:51), the same connection in my marketing.

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Yep.

It’s actually between my marketing being, I’ve been missing, I’ve been trying to (00:24:57) disconnecting. Does that make sense? Totally. So you’ve been a little bit distant?

Yeah, I haven’t (00:25:03). Who’s tried online and been a little distant? A show of hands. Be honest, because most online sales, and you’re like Facebook and you’re kind of distant, “I’ll just put that out there and stand over here”. Show of hands, who does that? Yeah. Sorry?

It’s s***. It’s s***. Yeah. And that’s why I say, all sales, wherever you do it, has to be the same. And what you’re saying is a great addition, it’s just bring the character, which we’re going to do this afternoon, bring the passion, bring you into all of it. And I just keep saying, an idea in your head is useless. The execution of the idea, the sale of the idea, money changing hands is the point of being an entrepreneur. Everything else is just hobby. Who else has got something they can share from that please? I just want to get a few more ideas. Yep, and then we’ll go here.

I can see how this is done at TCI, because everything that I read or go into, no matter who’s facilitating it, has (00:26:00) all over it. (00:26:02) so I can see the real model of it. Yep, absolutely. Well, the DNA of all marketing is branding, which is culture. So I’m kind of giving you a punch line in a way there, but it’s just as important as my redemption line, that all marketing and sales is really a representation of a brand, and all brands are really just culture. It’s not a logo, it’s not a letterhead, it’s none of that crap, it’s not what your Facebook page looks like. It’s the blueprint, it’s the DNA behind that will infuse everything you do. And you can’t hide from that s***. If you’re scared, it’s coming through. Does everyone agree with that?

All: Yes. If you don’t know how to approach sales because you’re nervous about it, it’s coming through and you’re not going to do it. It just can’t be about your s***. Yes. Were you going to say something. You lifted your hand. Go John.

Yeah, sell or shut up around it, like I’m going to do that transition and a lot of great ideas and concepts, and I’ve been building them and my team love them, and I have sold things with my own private (00:27:04), but now I’m just having this feeling before you said so that I just want to shut up and sell it. Yep, yes.

The feeling that (00:27:11). Yep, good. And there was someone else here? Who else has something to share? This is a really important point. Sell it or shut up. What else is coming up for you? Who’s thinking they’re going to

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shut up a bit more and get on with a few more sales, a show of hands? Come on, be honest. Turn to your partner and go “Hm, I thought so”.

All: Hm, I thought so. Success where people use, use or lose, (00:27:36) acts as stepping stones. Brad Sugar said something really cool once, I can’t remember exactly how it went of course, but it was something like you’ll only ever get the business you deserve and you’re ready for. You can only get the business you deserve and you’re ready for. So wherever it’s at, that’s what you’re ready for. And if you want more, you’ve got to start taking on a few more challenges and handling a few more setbacks. You’ve got to start doing the things you’ve been avoiding because you didn’t want to get it wrong. You’ve actually got to get it wrong to learn the character traits you need so you can get it right, and that’s how you’ll grow and never have that again and have a better business. There’s actually no escaping that math. I’ve never met a single entrepreneur who’s avoided all the mistakes.

Every single one of them share, and maybe you can share this story as well.

Every

entrepreneur, have they not said to you “I’ve made every mistake you can possibly make”? Have you not heard that like a 1,000 times? It’s true. I have made all errors you could possibly make. I have lost tons doing, “How did I get here in this mess?”. But I use it as a stepping stone, produce something better, I have the business I deserve. But it was because I was able and willing and prepared and determined and resilient and tenacious and disciplined and focused enough to make the decision to reverse that mess, that I get to speak about it today. Whereas a dime a dozen number of people are going “Uh uh, I ain’t going near that s***, you’re on your own”. And they don’t get to stand here and they don’t get to say “Well, I did this”. Because they wouldn’t do that. You have to do that. Yeah.

It reminds me of the saying that that’s why I spend 10 or 20 years becoming an overnight success. I love that. That was the guy who created Twitter said that. Or a few people have said it but he was one of them, he said “Yeah, it took me 10 years for everyone to decide I was an overnight success”. I love it. Then you get some brain, you get a freak 17 year old sell a billion dollar startup, you just want to shoot yourself, “F*** you man”. But I’m not 17 and I ain’t that brainiac, so I teach it the way mere mortals have to do it. You know those pricks that (00:29:37)? Whatevs.

(Laughing) You get I’m kidding, don’t you? Yeah.

This changing processes and procedures comes from mistakes. So something goes wrong, you load in a step so that you don’t have that again. Yep.

Something goes wrong, you load in a step so it doesn’t happen again. Something goes wrong, and then you come out with a really good process. True. I’m just going to make the point I’m making though, there are too many people who think they’re an entrepreneur or want to be an entrepreneur and don’t want to make the mistakes or face the setbacks. And I’ll just keep saying it my way. You cannot become an entrepreneur until you’re willing

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to face the setbacks. That’s actually how you get there. It is a breeding ground of f*** ups. Otherwise it’s called employment, where someone else is doing all of that. Does that make sense?

All: Yes. And they’re handling all that for you, you never get to hear about it. You’re on your own, you are it, and you simply have to face them head on. Or not, but understand the choice you’re making. If you’re not prepared to handle that challenge, you can get to the other side and have that result. But every reward is built on the backbone of a challenge. If you’re not selling tons, it’s because you haven’t faced a challenge around sales yet. If you don’t have all the clients you want, it’s because you haven’t done the challenge yet of putting yourself out there and a whole bunch of other things. Every reward you want has to come, and can only come through you ticking the box on all these hard things, until they become easy. How’s that?

All: Yes. I get clients now, and not because I market but because they phone up and say “Will you have me at $10,000 a month? Will you have me?”. That’s a pretty good marketing position to be in, what do you think?

All: Yes. But how did I get there? Thank you. No, really, how did I get there? Not rhetorical.

(Unclear talking) A lot of stepping stones she called them. She called them a lot of stepping stones. Yes? Yeah. Okay. Please model what works and just do that. The number of people who say to me “I’ll do it my way, I’ll figure it out for myself, I’ll get there, yeah, I’m working on it”, why? Why? Why wouldn’t you just do that? In 12-----

It is the closest thing to the kill. Yeah, this is as close as it gets. So for me to be good at marketing, I had a mentor say exactly the same thing, he’d been saying the same thing for five years and I still hadn’t done it. So he said “I’ve said it for five years”. “Yes, you’ve made a lot of money from that”.

(Laughing) And he said “I’m fine with that”. I should probably do that. And that’s stayed with me all these years. And it was the marketing method I’m going to teach you, when he first taught me one piece of it, it was probably good advice. How about I just do what works, instead of trying to figure this all out for myself, what do you reckon?

All: Yes. Haven’t we got enough to deal with?

All: Yes.

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Zig when others are zagging. I’ll speak for a moment to my industry, which is coaching, or coach training. And coaches are a dime a dozen. I think there’s 90 or 100,000 or so coaches in the world. I don’t know who’s counting, but that’s the number I’ve heard, so whatever. It can be done, but that’s not really the point. It’s the same as plumbers and electricians and lawyers, who are being produced now in universities in America at double the rate that they can find the roles. Did you know that? Double the rate. They’re paying hundreds of thousands of dollars for education, and only half of them are going to get any type of job. There’s actually graduates from law school working takeout places right now. So in any industry it experiences the same stuff. A glut of ordinary, and then the break out group. And the ordinary will always be scrapping for the job and looking for the gig and hoping to get the client. But the goal is to position yourself as the zig or whatever the opposite is, so you’re the person who’s in demand. Because you separated yourself from herd behaviour. And this training is to share with you, in the last segment of today and for the next two days, how to not be the herd. Who here chooses plumbers based on just the Yellow Pages or just whoever’s handy? Anyone? How do you choose a plumber? It’s just your plumbing and what do you do?

Reputation. Reputation.

Referrals. Referrals, recommendations. Are you guys hearing this? And how much do you value their magnet business card if they’re a good one. I couldn’t find mine the other day. That’s okay, I can phone the referral. Who’s relating to this? Show of hands. Isn’t it true? Schools, how do you choose a school? Any school will do for your kid.

No. No. Really? How come? What do you want?

The best. Class or teachers. The best.

Class sizes. Pardon?

The details, class sizes. Class sizes. Come on boys, join in. What do you care about?

Reputation. Reputation.

Results.

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Word of mouth, surely, what mothers or saying or dads are saying about it.

Results. Results. It is the same in coaching. Everyone’s talking about, in this industry if they’re interested, “Well, who would you recommend?”. And they’re not recommending (00:35:03), who’s like everyone else. So the goal is to help you position yourselves by the last day that you are the zigger that is recommended. Because you’re different. Digging it?

All: Yes. And we have, I think two more left. Get me the people who have already walked the path. And I kind of talked about that previously with the modelling. I just hang out with people who have already done what I want to do. I don’t have spare time for that, I am pretty busy. Yet, I do make time to get with the people who have walked my path. I’ll just share with you, and play the game any way you want. I actually invited all of you in the previous segment to come and get with me. Do you remember that?

Yep. Yep. You do? Does anybody else remember me saying?

Yes. Guess how many people got with me during the break? None. So in the last segment, I made an open invitation, I said “Make sure you get with me during the break. Let’s start getting a relationship going”. No one came to me. I came to six of you. Isn’t that interesting? Come on, talk to me.

All: Yes. It doesn’t matter. It’s all about you, go to the room. Talk to me. Don’t go all quiet on me now. I’m happy having a break by the way, I’m happy leaving the room and just, I hung out at the back of the room. Yeah.

I couldn’t even get over myself. I wanted to, and thought “Oh no, I’ll let the others talk to you and I’ll see you tomorrow”. The only way I got to talk to people was going up to people and commenting to you. To you, to you, to you, I went up to you. To you.

True. And at the back of the room, I went up to three people. No one engaged me.

That’s interesting. Even I followed you and then Joe (00:36:57) came.

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Yeah. Apologies. You did make an, you did come up and say “I apologise for getting the quote wrong”, you did. Guys, what are you hearing here?

It’s an invitation, take it. It was an invitation. But I also knew how it was going to go. Isn’t that interesting? You guys have gone really quiet. Just want a moment to reflect? I’ll just be over here.

(Laughing) Take a moment, a couple of minutes. Yeah, you get what I’m saying. Yeah, a conversation that matters, yeah. Yeah.

(00:37:31) got to take this, because----Yeah, you’ve got to, you have to.

I must. You must. Yeah.

Because when you said what you said, and you had the open invitation, as you just said what you said, I went “Wouldn’t it be great to get Sharon’s time? I’ll do that”. And here we go, missed opportunity, like that. Missed opportunity. Yep. And I love having a break, I got to hang out with my husband, I hung out with Joe, all good. But it was an invitation.

And I’m just telling you, when I get in rooms like this, it is my absolutely

responsibility to be of value to the host. Absolute responsibility. And to be valuable, I go up and share how I’m applying what they’re teaching me, how I appreciate it, the difference it’s making, and I might have a question into that, and “I’m thinking the next move might be blah, what are your thoughts?”. I don’t just go up and “So, can you tell me how to blah?”. I don’t go up, you’re getting that, you’re getting how to blah. But that’s how I cultivate relationships that are going to help me on my way. Don’t just go up in the break and say “Oh, you said come up to you”. I’m not interested. This is what I’m doing. So if you can bear, I’ve got my next (00:38:34) in the States in about a month and a half. Guess what I’m doing right now?

Answering questions. Going through the (00:38:43)? Going through the room s***, no.

(Talking over each other) I’m not planning what I’m going to say, I’m doing a bunch of s*** so I can tell them what I’ve done.

That’s right. Yep, yep, yep.

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And I do that every 90 days. Sometimes admittedly in a little bit of a panic. But I always come into the room with stuff done. And I make a point always to go up and say “I want to give you an update on where I’m at, I’ve done this, this”, this is what Joe [Parney?] has done with me now for nine years. Nine years. There is a reason why we have the results, guys. So I go up and say “This is what I’ve done, I’ve done this, this and this, these are the results that we’re getting, we’re struggling a bit with blah, if you’d talk on that that would be great”. I don’t expect them to one on one give me a private session on the content. “Is there anything I can do for you guys, any way I can help out?”. Generally they get me to speak, because I do that. I’m taking so much action, I’m like their stellar student. As a result of that I do about $100k in business, every time, just with people in the room. Guys, what are you hearing here?

Activity. (Unclear talking) I’m going to take a moment.

So Sharon, the question is are we going to have second chances now in talking to you after this week? Yes, yeah, but now you’re thinking about it, don’t all panic about “I’ve got to say something cool to Sharon”. It’s not the point. I’m telling you what to model. So maybe it’s not this time, because you’re going to be annoying, but next time-----

(Laughing) If you’re annoying and you’re following me, you’re going to get told, “That’s kind of annoying”. Yeah.

Yeah, when you came and asked me how (00:40:21), I could actually feel how much you cared, and I was actually a bit emotional, I was just taken aback for it, so I could just feel it, and it that’s suddenly a model, like for me, I could feel that, and that’s how I want to truly care for my clients. I came up, I asked you some questions, I mentored you, made myself available, I’d dealt with four or five people already, as much as I can as well as have something to eat. What are you learning? Yeah.

We have to be consciously competent about modelling the model. Yeah.

Nice. I appreciate you saying nice because it’s well said, but do you get what she’s saying?

All: Yes. So what’s going to change, guys? (00:40:57) 100 people hit me up in the break, what’s going to change?

(00:41:02). Well, you do need to think about it, because otherwise you’ll annoy the crap out of your mentor.

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No, but yeah, you, well, don’t be afraid, just go up and say what you need to say. I didn’t know we were talking about fear. Isn’t it interesting? Yeah.

The biggest compliment we can give you is to actually go out and do the stuff. Yeah, it is. You have no idea how much I love seeing what’s going on in pro (00:41:22). I cannot believe, you guys are off, it’s brilliant what you’re doing. I get such a buzz. And guess what that makes me want to do?

More. More. So it’s making me more generous, and my team’s all involved, and we talk about you, we’re bragging about you, and we want to get more involved in it and find out new ways to do it. Because you’ve got something going on. Do you know what it’s like to be around a bunch of people who are not doing s***? Come on, “Yeah, okay, I’ll take your money, whatevs”. Do you get what I’m saying?

All: Yes. This is a wonderful opportunity. And I will say this maybe once, maybe twice, depending on my mood, fair enough? I’ll say this. It’s not every day you get access to a mentor who’s doing it not as a theory, and has got these results. To have this level of intimate access, I can’t find someone in the world who will give what I’m doing. Has anyone looked? Tough to find. In Australia, you can’t. How are you guys doing with that information?

Thank you Sharon. You’re welcome, oh, any day. Any day, it’s not to get a thank you, but just to understand, to treasure it, grab it, see the privilege of it, make the most of it, to encourage me to keep turning up, that would be smart business. Yeah? Turn around and say “It’s a very good point”.

All: It’s a very good point. A very good point. Any other thoughts?

You know Sharon, I mean, I would love to talk to you all the time, but it’s one of these things that you don’t know me, I don’t know you well, and there is a bit of resistance there. Blah, blah, blah.

No, no, I get it, I get it, it’s not excuse. But it’s the same thing, well (00:43:06). (Laughing) But you packaged it so beautifully.

I have. You have. You packaged the excuse beautifully. Everyone feeling it?

All: Yes.

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Got the message?

All: Yes. I did. Good.

(Laughing) I’ve nearly done my session. The last one is take imperfect action consistently.

Yes. Yeah. Maybe one of you will come up and it will be a train wreck of a conversation.

(Laughing) Never happened before, maybe you’ll be the first.

(Laughing) In 12 years, they’ve all been stellar conversations. Maybe it will (00:43:56) and it will be a train wreck, but I’m going to be there to help you. And I’ll be there the second time, and I’ll be there the third time, and the fourth time and the fifth and the thousandth. I will not give up. I will outlast anyone on the journey to excellence. Are you guys feeling this?

All: Yes. I will outlast anyone on the journey to excellence. So you keep turning up, we’ll get to excellence. But you’ve got to be willing to be imperfect in the beginning.

Yes. Yeah. Yep. And face the consequence of it.

Yes. Digging it?

All: Yes. Yeah, that was pretty cool, wasn’t it?

Very.

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Yeah. Yeah, I deserve a round of applause for that, don’t I? I do.

(Applause) So highlights from that slide, take homes, nah hahs, that’s friggin’ obvious and that rocks. What have you got?

Awesome. Awesome.

I’ve got, I used red pen to highlight, separate yourself from the herd behaviour. Yep.

That’s it. Yeah, it is. Yes.

For me, it’s being consciously aware of the difference that I’m doing in my industry, and where the gaps are. Good.

And taking that to the next step, and being able to have those conversations, be part of (00:45:14) put it out there, have conversations. Get it out there.

And that, often the gap’s bigger. Yeah. We’ll be aware if the gap’s faster. If you did that with me, because I know I help you out sometimes, if you do that with me, I’ll help you (00:45:28) a lot faster, because you’re definitely someone who’s done that path, like a trillion times, well, maybe I’m exaggerating just a squillion or so. But then we get to I can help you. If you can bring me your challenge, I can help you. But if you don’t, I can’t. And I’d love to.

And it’s sometimes recognising when the stuck moment is. Yeah.

So that there’s conscious awareness of, and gratitude for what’s already been achieved in being able to step up in my business or with clients or whatever else, and having that, knowing that there is that next bit, and what’s the next step, what’s the next step. Seek us, seek us out, we’ll help you out. Joe I was just sharing with the group how for nine years, especially in the early days, you managed our mentoring relationship so well. He would always come up and just reiterate, and tell me what he was doing and applying, how it was working, where it was challenging, and then thank me, and then I would get mentored on the next steps. It was years like that, wasn’t it?

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Yes, and the, there was lots of things over nine years. One of the things was that I made sure that I didn’t always come with a one way conversation, meaning asking, asking, tell me how to fix this, how can I change this? So any victories were shared through conversation, and anything I could do to add value, whatever that might have been, I’d attempt. So the conversation was swinging both ways. The pendulum does go both ways. So now ironically I’m in a position where there are people who are always asking, asking, asking stuff of me, and it’s like “You know what? I’m kind of getting sick of it”. There’s nothing wrong with asking, don’t get me wrong, there’s nothing wrong with asking at all. But if that’s all you do, it’s out of balance.

If it’s a relationship that you want to have with somebody, and I’m building relationships like this with people all the time, it’s like what can I bring to add value, and they’ll add value to me. It’s like a marriage, it really is like a marriage. It’s like I don’t go to my wife asking for something all the time. Well said.

(Laughing) Well said.

You’re right, and friendships, there’s got to be give and take, and there’s flow, and

sometimes the person needs you and sometimes they’re there for you. It’s exactly the same with us.

Yeah, it’s who you need to be. Can I share that story? The (00:47:38) story, the e-mail?

Sure. The e-mails?

Yeah, sure, absolutely, yeah, totally, totally. It’s a great example of this that we experience a lot with our journeys, and we comment on this and wonder how to help people see things differently. Joe runs a phenomenal training called Aegis. Who here has done his training? Wow, kudos to all of you, smart decision, he’s amazing. He’s the best trainer there is. They have said that. Aegis (00:48:03), he is the best at this, you couldn’t do any better, he’s amazing at it. And he’s so generous, isn’t he? Like he just gives so much. Then afterwards he sends an e-mail, and it’s, you’re giving another bonus away?

Yeah, it’s called “Love me Long Time”, so it’s got about half a dozen attachments to it, which is my ebook, which I give to them for free, and there’s a whole bunch of other stuff. A whole bunch of gifts, a whole bunch of bonuses. Guess how many people take the time to thank him? Roz. Maybe 1%.

Really? Yeah, the last training was a lot better, but because I probably----Oh good. You said it.

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Because I said it. But I shouldn’t have to say it. And there was one event I had 20 people and I think I got two e-mails back, saying “Thank you for the wonderful (00:48:45)”. And the majority of e-mails Joe gets as a result of giving those bonuses, the majority of e-mails that far outweigh the thank yous, “I really appreciate everything you’ve done for me”, what I’d be saying to Joe is “Thank you so much, I appreciate everything you’re doing for me, I appreciate the journey I’m having with you, please let me know if there’s anything I can do for you”. This is what I do with all my mentors all the time. Far outweighing those e-mails, which he rarely gets, is the following e-mail: “Joe, can I please have more of blank?”. It’s a request for more. They ask for him to do more.

That’s very concerning, if there are people who are doing culture, it’s about giving to others----Don’t be concerned, be excited.

Serving, yeah, well, but I mean----Move on. Don’t be concerned. Be excited. Why should you be excited with that news?

(Talking over each other) Because you ain’t going to see (00:49:38) be sagging or whatever the opposite is, and someone does something, you’re going to do what?

You’ll thank them. “Thank you so much, you’re so generous, is there anything I can-----

Do for you? Do for you? What do you think?

All: Yes. What do you think of that story?

Yes. It’s cool. It’s cool, isn’t it? To me that’s, you know, Joe and I reflect often is a reason why we do well in this industry, because we take time for the thank yous, for the appreciation, the acknowledgment. If one of us helps the other, we take the time to share how it’s worked, how it’s helped. We’re constantly there supporting, championing, challenging each other. There’s a reason why it’s a very successful nearly decade long relationship. A really good reason. Then think about who you want to be with and who you want to be hanging out with, and is that how you’re treating them. Worth the question, isn’t it?

Yep. Absolutely.

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So just take a moment over here, reflect. You guys have gone all reflective. What’s coming up for you? What are your thoughts? Yeah.

This morning I had to e-mail to a company that had forgotten a piece of, an order in a packet, and I wrote consciously just to thank them, because otherwise they’re doing an awesome job anyway. Yeah, nice.

They just forgot something, it didn’t matter. Nice.

Yeah, so that’s the attitude, right? That’s a great attitude to have.

Yeah. In fact I absolutely agree with you. An attitude of complete forgiveness is human, they’re doing the right thing, if you come from that place, you actually have much better relationships than assuming there was something wrong. I like that. Yeah, Adam.

It even comes down to when you’re doing the [care coaching?] as well, when you trial----Totally. Trials are set up to learn etiquette and good manners. Yes.

(00:51:11) testimonials, whether it be video or they be written testimonials, (00:51:17). Love it, yeah. Or sending them just online flowers. It’s going the extra mile in the things that seem mundane. Yeah.

When you do thank someone from the bottom of your heart, that feeling does not leave you. It stays where you leave it. I think the benefit’s to me when I thank someone. Who feels expanded when they do it?

All: Yes. Okay, let’s make it a new rule for the room, what do you reckon? 20 thank yous a day per person, can we do it? It will be like using up the bank, there’s a limit, you know that, don’t you? We’re (00:51:47) of 20 a day, because they ain’t popped up easily. Shall we go for it? 20 thank yous?

All: Yes. Well, I’d like to get started and thank everybody for playing 100% in this room. I’m loving it. Thank you. I’ve got a second one. Yeah, thank you to you, guys.

(Applause)

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And I want to thank the wonderful crew who’s put this beautiful room together and just made it so (00:52:10), it’s amazing.

(Applause) Ah ha, that’s two. Yeah.

I want to say thank you to you, because honestly in that last section, the penny I’ve been searching for dropped so heavy. Good.

I’ve always had marketing and sales as two separate entities, two separate entities, and having them merge into one is my complete game changer. Good, I’m so pleased. You’re so welcome, fantastic. Who likes these slides?

All: Yes. Worth keeping? Yeah.

All: Yes. Yes.

I love the projections into the goals. The first one, projections into goals, yep. Deal with it.

(00:52:46). Yeah, you’re so welcome. So we’ve got a, yes.

Thank you for calling us for not approaching. I’m a (00:52:55), I don’t do this s*** as much as I could, fear stops me, I get paralysed. Blah, blah, blah, keep it to yourself.

And (00:53:03) I thought “Oh, she’s busy” and but thank----She is.

-----thank you for calling it, I appreciate it. She is. She has been busy. She said earlier how busy she’s been, yet she still manages to turn up, because you’re my obsession.

Yeah, and I (00:53:15) on up to that. Thank you. Yeah.

Oh, me?

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Yes. Am I not looking at you? That’s weird man, where do you think I’m looking?

(Laughing) I just (00:53:27) with my eyes. Okay, here we go.

Thank you for your slides (00:53:31). Thank you for your beautiful slides? You’re welcome. That was done last Sunday when I flew back, I really enjoyed it. So we’ve got a couple more things to look at, oh, or not? Okay, so let’s bring this home, this session home. As a result of everything I shared with you, this is what we’ve done. We’ve got passionately obsessed about what our market cares about. We are not into what we care about. If I can get you to get that, you’ve made huge progress. What you care about is irrelevant. That’s why I was trying to give you the feedback, that you posted about what you’re going to do. It doesn’t matter what you’re going to do. Is anybody else digging it?

All: Yes. So what if you’re doing that in Bali? Does anyone else appreciate it? If they’re not caring about it, you’re going to build it no one’s going to come. You guys feeling that?

All: Yes. Then what we do, and we showed you how to do a complete competitor analysis as well, figure out what they’re doing and do something else. So wherever the market is at, we change the game. We don’t try and do better, or more, we do different. We don’t do what the market’s doing.

Do you do market research, Sharon? I’ll show you this afternoon what we do.

Oh, thank you. You’ll get the whole templates, literally colour by numbers, it’s fantastic. Then what we do is we offer more value than anyone else. And it’s called ‘no brainer offers’. So what we do is we create endless no brainer opportunities for our market, that’s you guys. Ways to get involved, ways to get more involved. Ways to get involved differently that it is complete no brainers, because we’ve done everything else, we’re clear on what you care about, we’re clear on what everyone else is doing, so we’re not going to do that, so we’re never the same as everyone else. We’re super clear on how to give you extraordinary value, we make it really easy to get involved, and we just make it a no brainer offer. They’re the steps I’m going to spend two days and a bit teaching you how to do. You guys loving it?

All: Yes. It’s going to be a no brainer. And I’ll take away something I hear coaches, for the coaches in the room, what’s different about, what’s unique or remarkable about your business, do you know how many of you say the following? “I tailor make the coaching to the client”. Do you know there are 90,000 coaches in the world saying the same unique thing?

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That’s how (00:56:11) is supposed to be tailor made, so that’s not special. That’s not special, so you’re not going to do that. How am I doing?

All: Yes. You can’t do what everyone’s doing and say “That’s what’s unique about me”. You’re zigging and the market’s zigging. You’ve got to be doing some zagging man, you’ve got to shake that s*** up. Yeah?

Yep. Yep. So what do you do that’s unique? Coach and make it tailor made, scrub that off your unique point of difference. The same as every other plumber out there. Digging it?

All: Yes. I’ll show you how to do something different though this, I think tomorrow morning. So let’s take a journey. I’m going to show you the end game of where we’re going to head in the next two days and a bit. So this is the story so far for the coaching (00:56:58) based on everything we’ve learned so far, and everything you’re going to be experiencing with us. So we started out with the TCI core training. And I stayed with that till I got really good at it. Till we got really good. So (00:57:15) dominate, dominated Australasia, which is fantastic. But then we started asking the question as well on the previous page, “What does our market care about?”. What were the other questions?

(Unclear talking) How do we redefine the game? What else?

(Unclear talking) How to add value, how do we zig when the market’s doing the other thing?

Taking further action. All of those things, and this is what happened. We’ve built a pathway, and for many of you it’s the first time you’ve seen the whole thing laid out. Some of you haven’t even heard of some of this stuff. So there’s TCI core, and pretty well everybody in the room is in TCI core. Then we thought “What are our competitors not doing?”. Then we thought “What would be completely different to what the market’s doing?”. And we just kept asking this question. Then we thought “What do you guys care about more than anything else, and what do your clients care about more than anything else?”. And then we thought about what everyone goes around saying they’re unique about when it comes to coaching, “I tailormake my coaching”. And you add all that up, and you develop a program called ‘Your Success’. See? Do you guys get it? No other school is doing it. So has everyone (00:58:27) Your Success program?

Yep.

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Yep. Yes, no?

All: Yes. No? Wow. Bad showing, bad showing. I’m fixing that s***. You have?

I’m in it. You’re in it, yes you are. I love it, that’s Roz everyone, does everyone know Roz?

All: Yes. So we developed a personal development program that our coaches can get involved with, that they can supply and give to their clients, so they can stop saying they’re unique because they provide tailormade coaching, they can say “We actually do a 12 step program. We take you through the modules and you follow the modules, and we’ll coach you on each of the modules”. You’re now different to 90,000 coaches. Pretty cool?

Yep. Yeah. You guys have gone really quiet.

Yep. Yep. Cogs are turning?

Yep. Yeah. So then we thought let’s go further.

(00:59:14) with it, and it’s----Yeah, we’ll talk, yeah, so this is the big picture. Then we thought “What is it in the coaching world that our coaches need and want when they start maturing as a coach?”. And they need sales training. How am I doing here?

All: Yes. So we developed ‘Ultimate Influence’, which is a standalone brand that teaches consultative sales. And then we thought “Well, hang on, welcome here, we’re doing the sales but we’re not showing the marketing yet”, so guess what these three days are going to be turned into?

Marketing.

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A product. A product. The ultimate marketing machine. And then we went further and said “Well, hang on, when you think about it, once you’re doing that well, or wanting to do that well, you’re going to need to get specialist training, aren’t you?”. Want to have a guess?

All: Yes. Most of you have done it. So we put e-disc in front of you, and I believe metadynamics is the next one. Now, metadynamics, we’ll go into why (01:00:14) on the day, but that provides an opportunity to separate yourself from everyone who’s selling into the NLP market, which are now a dime a dozen. And I’ve seen it on Facebook threads now, free training. Who’s seen that?

All: Yes. $97 certification. Who’s reading those posts. Oops. And then we thought “Well, hang on, what’s the ultimate if you get really good at this? You’re going to go into companies and you’re going to show them how to do all of this, so we’re going to show you how to do what we do really well, and how to build a phenomenal culture and a growing business to develop the Disruptive Leadership Program. So what comes up when you see that?

Idea built on idea. Ideas built on ideas, yep.

Change. Yeah, come on, dig deeper, think harder.

That’s the needs of the clients, they’re seeing (01:00:59). Absolutely. So first of all we’re thinking and anticipating. We didn’t ask you, we didn’t focus group it, we didn’t survey it. We didn’t ask you “What do you want?”, we just thought about it and figured out “What do you guys care about?”. You don’t always have the clients you want, sales training. You don’t have the marketing you want, here we are. And so on. So it’s addressing the needs that you have and anticipating them. What else?

You’re totally, sorry, you’re always serving your clients, and anticipating the next problem, yes, and you’re also presenting them the solution (01:01:31). Presenting the solution before you even realise it’s a problem. Yeah?

Yep. Yes. Is this looking a little sexier than just “We have coaching”?

All: Yes.

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Yeah.

The longevity of it. Yes.

So always (01:01:43) marketing from it, this is why I chose TCI over two others, because I was like “Okay, so once you’ve done that, then what? Once you’ve done that one, then what?”. That’s what I saw here more than anywhere else, and this is the only place in the world that I could find doing this. And now, what’s your name?

Emma. Emma, thank you. And I want to share something with you. And I haven’t taught this yet. My goal in doing all of this is you have no reason to go anywhere else. That’s the whole point, is just have you want, well, you’ve got to get through all of that before you can even think about going anywhere else. But by then you’re doing $100k a month, so why would you?

Why would you, that’s right. Yeah? Smart.

All: Yes. Yes.

And it’s easily replicable right now, today. Yes. So that’s, come on, dig deeper, dig deeper, what else is this doing? So I want you to think this way.

It’s a (01:02:32) portfolio. It’s a complete, it’s all the division, cover anything anybody in our space could ever think about. Keep going. Yes.

It rolls out to your clients. Yes. All of these, except the TCI core training, you can take to your clients. So it’s instant credibility and content for your client, versus “Yeah, hire me, I’m a coach”. “Hire me and I’ll walk you through these steps”. Which one do you think’s probably selling more?

Yep. Yep. The second one. Keep going, keep going. Yes, yeah.

They’re also examples of how we can get leveraged income.

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It is, exactly. So I haven’t talked to you about that, I don’t know if everybody knows this yet, but all of, your success ultimately influences breakthrough business success and disruptive leadership and metadynamics and e-disc, you guys, if you’re part of it, you can make money from them. So it’s leveraged income for you as well.

To be taken anywhere, absolutely. Business, people, (01:03:31) hospitals, it doesn’t matter. Yeah, you can make, on ultimate influence I think it’s $1,500 a sale. Or do a licensed deal to 1,000 employees and do $100,000 sale. But the thinking. What do you think I was thinking about inventing that, for you, because you make money from every sale, and I know you do really well, don’t you? Disruptive leadership, that’s your thing?

Yep. Yeah. What do you think I was thinking about when I invented that? Not for me to sell, but to get into your hands so you can sell. What do you think I was thinking about? (01:03:58).

Because your reputation is built upon the success of your clients, which they feed back in more clients (01:04:05). That’s it. You’re helping me get our brand out and reputation, because you’re doing really well. We’re winning. What else? What else is thinking? Yeah.

So we can train people to facilitate other----Which gives you what?

Credibility. And income, without you. You’re building assets. So how is that sounding? Do you have something to say? Remember our opening segment when I talked about leveraged income? Yes? Talk to me guys.

All: Yes. Yep. And then this next session I talked about how to succeed and what to think about. How is this suite looking in terms of actually doing what I said we’re going to be learning about? Isn’t it awesome?

All: Yes. You also gave passive income, why----(Talking over each other) Do you know how long it took me to write those (01:04:57)? I just passively wrote 5,000 pages.

That’s not what I meant. I know, but it was fun.

I’m sorry, I didn’t mean to offend you.

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You didn’t.

What I mean is by everybody else out there selling for you, in a way you keep producing these things, but other people actually are bringing income to you as well. Yep, it’s a win for everyone. I love it.

You’re keeping yourself, the company a diverse product range. Yes.

Or many areas. Well, let’s simplify it. I never did it to give us a diverse product range. I did it because you need those solutions. Otherwise I wouldn’t have done it. Otherwise I can have a diverse product range, and none of them sell but I have a diverse product range. Yeah.

And wrapped around all that is ICG. Yeah, absolutely, which is a whole other conversation. Talk about creating our own market, I did not do a survey on ICG. I made the decision in like 2.7 seconds and thought “F*** RTO, let’s do ICG”. That was it. How many percentage out of 100% of the facts do you think I had when I did that then?

(Laughing) Two. Three. Two, yeah. That was less than 10, yeah.

The other thing is this represents the (01:06:11) that respects us as lifetime clients (01:06:14). Yeah. The idea is, and as you know, I’m sure you know, many of you stay with us for years. My longest member is 11 years in the program. So they just keep getting whatever we have, because they keep wanting the experience. And so all of these represent experiences. Whilst they solve problems, what they really represent is new ways to experience what we have at TCI. Is this a cool demonstration of what we’re going to be looking at? Yeah.

You set up everything (01:06:43). Wow, well done, I’d forgotten about that. Did you hear what she said? Yeah, so speak up a little bit, just for the-----

Setting up a great business for the ultimate buyer. Yeah. Just thinking all the time “It can’t be me, it can’t be on me”. We’ve got to be thinking smart about where we’re heading. How you doing? Yeah.

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And because it’s a story, there’s going to be more chapters. It looks like----Well, we’ll have a bit of a break.

(Laughing) Till August. And then I’m developing the next ones, the Ultimate Wealth Program. Yeah. Yeah.

The way I see it, I see you shaking the market, I see you----They hate us.

Yeah. I see you----(Laughing) They do. (Laughing) That’s a shame.

(01:07:37) like ICG (01:07:41) consistency, so everyone is equally able to access that information too. Yeah, that’s it. And we just created our own bubble. That’s what we need to think about. And the next two and a half days is you thinking about and asking questions and learning how do you create your own thought bubble, within which your members play, stay, pay, and keep recommending. That’s our mission together, is to create a thought bubble, where in your world, the way you ride, that’s where they want to stay. And it’s what they rave about. Yeah.

My visual for this is like a self-propagating point, like it just keeps going----A soft puppy?

Propagating. Propagating is what you said. You’re like orange (01:08:21).

(Laughing) Yeah, sorry, propagating plant.

Sorry. A self-propagating plant, because if we look at our business as a self-propagating plant, we want to consistently having it be dropping seeds and going and doing things and then----Wonderful.

-----and coming back here, to kind of spring out of it. Yeah. Wonderful. Thank you. Yeah.

The other thing, you’re giving us a certainty of our career. Because we come into this-----

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I know, it’s all unknown when you join.

That’s right, all this uncertainty at the start, what am I going to be, how am I going to make this all happen, and there it is, there’s a certainty for you and your career, so you set the paths up. Yes, that’s it. Which is how Pro-Coach came about by the way, the same thing. We’ll talk about that over the next two days, but that’s how Professional Coach came about, people needing a pathway where they could get more access to me. Yeah.

I’m going to take up a thank you. Yes.

Just thank you for this, only because I sent in a proposal this morning, and to be able to say your success, disruptive leadership, to cover all the areas that the client was asking was like “Oh, thank God”----Yeah, yeah, good.

-----I have something to----Yeah, we’d saved you 12 years according to my reckoning, so you’re welcome, I’ll take that thank you.

(Laughing) How did we do in this session? That was big. That was a big session. Can we just grab a couple of highlight or nah hahs, or “I didn’t know about that”. Yeah.

Actually Sharon, I just had a really big moment with membership sites, and I now get them, because that’s where people have to link in to coming with what you’re all about I guess. Like what you were just saying before, that’s where people want to hang out, with the stuff that you want, that you’re doing. And that for me was a really good thing. Yes. It’s not just they want to hang out with the stuff you’re doing, it’s how you do it.

Yep, yep. That’s the important thing. The stuff could be anything. We’ve got a lot of things of stuff, but it’s how we do it, that’s the key. Thank you. What else? Come on guys, there should be nah hahs or “I didn’t know that”.

Just the creating your own bubble. I’ve been I think in a space where I’m thinking I’m always reinventing, and when I joined TCI (01:10:24) modelling----Good.

-----I’ve already got access, so I’m thinking I’m starting to draw my bubbles now, saying I’ve got what I need.

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Good. Well, if you need instant bubbles, they’re there. Good. Good. And if you’re thinking that way you’re differentiating yourself from a whole 90,000 coaches who are out selling time for money, time for money, time for money. I want to get you, the one thing I accomplish in these three days is to stop you thinking that way.

Which is where I’ve just been at. Yeah, of course, of course, it’s the mentality, employee mentality. Yeah.

A type of freedom, that’s exactly what I was thinking. This gives me, you know, I’ve got to do all this product and all this other stuff, and all this time it will take to get there. Done.

Yeah. Totally done. And you get the magic powers that we have. (Laughing) It’s actually called ‘Stole My Magic Powers’. I’ll teach you this afternoon. If you don’t know your (01:11:08) to the market place, steal ours. 12 years of brand. Yes.

Making more decisions. Love it. Is that you like that idea or you’re going to do that idea, or-----?

I like it and do. And do.

And quickly. And do it quickly. And quickly. Like 20 today, I love it. And there was someone here.

Yeah, it’s sort of similar to that, but what I like is that that’s kind of the way I think. When I start thinking about ideas of where I could see I have that kind of picture, but, but I know that I’m not making the decisions that need to, so it’s been a really good amalgamation of being okay with that kind of thinking pattern and that kind of mind map, but getting to where you’re actually doing something about it, which (01:11:51). Yes, absolutely, ideas, (01:11:51), the execution’s king, yep.

Can you just share that? It’s almost your slide. Not at the moment.

And I’m only five months into this. Well done. You’ve already got I think all of them. Everything. Yes.

When you were talking about the examples of approaching you before, for me, I’ve always been (01:12:07) attitude-----

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Good.

-----and acknowledging people, but I’ve never kind of from the angle what can I, for mentors in particular, what can I give back. I think there’s always been this assumption of they’re the mentor and you’re the one that’s learning. So that for me was a real pearl from you to think what can I give back (01:12:26). Well, thank you for the insight, and I’ll help you with it. Treat me like you’ll market. And I just gave you a whole two sessions on give your market what it values, take care of your market, obsess about what they want. If you treat me like your market, we’ll do great. Because I’m obsessive about you. Does that make sense?

All: Yes. You’ll always have a great relationship with us if that’s, if you obsess about us in terms of building a relationship, because relationships take effort, don’t they?

All: Yes. You can’t just go up and demand s*** off someone and think there’s going to be a great relationship. That’s called a transaction. How am I doing? Great, I love that. Anybody else? Yeah.

I’m just going to say that I have in the past treated TCI like a transaction. I have. And asked. That’s why I sat over here and thought you wanted time for reflection, a couple of people, yeah.

Yeah. And we’ll always be there for you if that’s what you want.

No. Does that make sense? We’ll always be there. If that’s what you’re happy with, we’ll do that all day. But I want more for you.

Yeah, absolutely. I want so much more for all of you. And if I can teach you this standard of care in terms of nurturing and building relationships, you will do great. You will become the gold standard which is trustworthy. Transactions do not build trust.

No, they don’t. They don’t. Yeah.

I think it’s really about having the courage to step out of your own (01:13:44), and stop focusing on what you want, and focusing what other people want, and not (01:13:48). Yep. Wonderful, wonderful. And there was one more over here and then we’ll wrap up. Yeah.

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Again, just to the sharing with how to have those conversations, I think that was invaluable. Good.

So thank you so much. Good. Has everyone taken something from this session?

All: Yes. They’re going to use, do differently, apply, welcome, be grateful for? A show of hands, everyone got something? Turn to your partner and say “I like your s*** man”.

All: I like your s*** man. That was rude of me. So we’re going to have a break and then we’re going to have the wonderful Joe [Parney?] come up. I just want to check in. Does everybody understand a clap standard?

All: Yes. So do we need a rehearsal?

All: No. No, I don’t think we do. I’m actually going to trust you guys and hand over to you. We have a little bit of a break and then he’s going to be up, and I invite you for the clap standard. Would that be a good thing to do?

All: Yes. Because he’s coming from his week off. He only comes when he’s training, he’s here as a personal favour to me to serve you. So if you can let him know what we think about that, that would be, yeah, (01:14:50). What do you reckon?

All: Yes. I have a question to ask you.

Oh, oh. And do I deserve a round of applause? (Applause) A 10 minute break.

Oh, 10? A whole 10 minutes.

Wow. Go crazy. Madness. END OF TRANSCRIPT (01:15:32)

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DAY 1 – SECTION 3 [Speaking commences at 0.43]

[Indistinct comments] I trust everybody knows and loves Mr Doug (00.48). Doug and I have been working together for 17-----

This is our tenth, no, no, nine, nine years. Nine years. And we got together originally – I trained you at your (1.01) and you're in the room.

Yes. February '06 and I remember – I think it was deep into that year - because I went into this fulltime, as you all know, and I remember the moment where at that pub in South Melbourne where we were doing advanced skills and you were training it and I came up to you and I said, “Would you consider taking on another trainer?” and you swiftly said, “Yes.” But it was like, “Yes, come to my office Monday and present something.” And that's what I did. It was a very long weekend. And, yeah, so it was essentially just presenting something to you that could demonstrate that I knew the content to a certain level and, yeah, the journey – the intakes used to go from 4.00pm Friday 'til 9.00pm on Friday night and then all day Saturday, Sunday. And in the early days, the amount of coaching – if you want to say coaching, mentoring, whatever you want to call it, one-on-one, that this amazing woman would take the time on Friday night - it sometimes would be on the phone while I'm driving home and she's driving home - until 10 o'clock at night, giving me feedback of what was fine and, more importantly, what was not fine. So what needed to be taken to the standard that Sharon set for the school that needed to be set – matched by me as a minimum. And the amount of – I remember so many times driving home, getting home in my driveway and not getting out of my car until quarter-past 10.00, 10.30 because we were on the phone. And she was just there the whole time. What Sharon said before about outlasting and being there the whole time, I've experienced that consistently now for the last nine years and a lot in the early days. So it's truly remarkable, truly remarkable. That's when you had (2.55). Now it's very much a partnership but in a-----

Yeah, now it's quite different. Definitely, it was me taking his hand but now you understand it's very much a partnership. I call him my work husband. He's my work husband. So now it's very much a collaboration but we got there, we earned that trust with each other through, time and again, slipping over, finding a way to help each other get up, learn it differently, do it again, do it again. There's one time I recall a story where - Joe tends to be conceptual and not come down to the detail and we spent – I remember this in my old office – two hours together on the word must, should, could, may - do you remember - just training on

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one sentence for two hours - “No, do it again, no, do it again.” Just that level of dedication to the basic principles to me was telling me everything about this man's heart, that he kept coming back and saying, “No, let's do it again, let's find another way.” I admire so much the qualities I see in Joe Pane. He's one of the finest men that I know, okay, and he's one of my dearest friends. And I feel it's such a privilege he's taking time out of his week to come along and hang out with us so thank you so much, Joe. I'll leave it to you.

Thank you. Thanks, Sharon. (4.08), thank you. Make him welcome.

[Applause] How are you all? [Crowd responds positively] Excellent. I don't really know – I know what I'm going to talk about but I don't know what I'm going to talk about if that makes sense. So, in other words, this is going to be driven as much by you as it is by me in the next hour and a bit, whatever we have together. But before we begin, tell me, I've been in and out of the room, what, for you, have been some key highlights, key learnings, key distinctions for you so far professionally, personally, any which way. John? Just how to be a better mentoree, like to (4.51), because they were on that, to the next step and just – I got a bit more distinction around that, which is good.

So how do you mean specifically? I'm not sure what you mean. So just I felt a little bit like I was asking too many questions on the Pro Page group. Apart from that, I can (5.07).

The two-way swing, yeah. And the two-way and just – it added more so that was good.

Yeah, always be asking how you can add value always, always, always. Yes? Yeah? The true client and actually the potential of the person buying the business and other (5.21) looking at structuring everything even that avatar or that client (5.26) not just the client (5.30).

Love it. Thank you. What else? Yeah? Making the client an obsession. It just opened up an entirely new space for me and it made me realise personally perhaps why I'm not getting results. I can obsess about certain other things and be really great at it or by not doing (5.48).

Thank you. (5.51)? You don't need to meet just get out there and publish.

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Yeah, totally. I mean, you've heard me say it even at the intake weekend at the introduction training, you know? I say, “Don't waste your time staring at it or trying to figure it out, go out and do the thing.” And you'll find the kinds of problems that you seem to be good at solving just starts to show up as a pattern but that pattern only will make sense to you after you've done at least few hundred hours coaching. You know, if you've done anything less than that then you still won't – you won't have a clue in terms of what you think. That's right.

What you think of these users is probably not even the truth unless you go out there and do hundreds of hours to work it out. Yeah? And keeping the passion all the way through from – regardless of what you're doing within your market, within your business, keeping it the same all the way through.

Yes, yes, totally, totally. Yeah? Study like a motherf***er.

[Laughter] Study like a motherf***er. I don't have a problem with the language, I just can't (6.50). (6.52).

Yeah. People might experience that they can't get – you know, without us and so it's not really about the start, it's about the experience.

Yeah. That's why I always say, when coaches sometimes say to me, “Oh, isn't the market saturated?” It's like, “The market's not saturated with you. It's you, they come to you. They don't come because you're this.” You know even when I was in real estate for seven years – I mean, how many real estate agencies are there? There's heaps, there's more agents than there are coaches but the reason why we did well was because they came to us not because we're an agent but because we are (7.25) or back then we were, right? So just please remember that. The market's not saturated with you. You're unique and extremely rare because you won't exist again. So if they're drawn to you because of your values and your skill and your care and all that kind of thing, rock on. That doesn't exist anywhere else outside of you. It's just expressed differently by the people. Did you have your hand up? If I can add something.

You can. Sell s***, you know? Sell s***.

Sell s***. Thanks, John.

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I just wanted to add to that previous comment, not the last one (8.03), that we need to be that person who's having the experience that our client wants to have.

Yeah. Yeah, very important. Yeah, very important. Thank you. Cal? I love taking imperfect steps often and consistently and not being – you know, turning up and not being afraid of the consequence.

Yeah. Well, taking imperfect steps or moving forward or, in the words that John C Maxwell, failing forward is another way of saying, see, I'm working it out. It's a fundamental cornerstone. I told you at the intake, and I know that you know this, is that these six words, the six-word statement is something that should live with you for the rest of your life and this is how you achieve things is through – you don't achieve things by saying, no, I'll work it out later, you'll never get around to it. It's (8.46) in working out how or practising the imperfect step to – it's learning through implementation (8.52). And not being afraid to fall. I think that's a big thing.

Yeah. Yeah, yeah - there's a couple of hands there, and I'm coming to, and that's - I think what I want to talk about. I want to talk about pivotal moments in your practice and your business and your life that matter because it's really easy to talk about when the glory and the victory's there this is who you should be. Well, they don't teach you that. It's a matter of, okay, well, let's look at the disappointments, let's look at the rejection, let's look at the challenge of that and how do you handle that. I think that's what I would like to spend some time talking about. What do you think? [General assent] Yeah? Perhaps will come back to that. Thanks, Cal. Paula? So Paula only did her intake – when was it – a week and, like, three minutes ago, a week and a half ago. I think, yeah.

Twelve days ago in Sydney. Give her a hand. [Applause] She operated on day one to Pro Coach out of her intake and extremely - I had to work bloody hard to keep her feet on the f-ing ground because she does get excited. But Paula, she's the youngest, in terms of student, the youngest in the room by a mile. But it has to be because that was the last intake that I did. Not true.

No? With the younger one.

Who? There were two younger ones.

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Yeah, three of us. I was (10.06) to get on that intake (10.09).

So you're coming to the next intake? Yeah.

So you're, like, minus two weeks old. [Laughter] (10.17) last year.

F*** you. [Laughter] Man, congratulations. Wow. Thank you.

Give her a hand. You know I love you. Yeah. Was there another hand over here somewhere? Excuse me, I had something else.

Paula, please. (10.41) to Shannon over here. Go for it, Paul. I'm still going to take it.

Of course, go for it. The uncertainty earned.

How do you mean? Certainty. The certainty.

I'm confused enough without having to deal with this as well. [Laughter] The (10.56) uncertainty. Along with the (10.58)-----

Yeah, all the references, yep. -----pretty thoughts that you're going to do things and then you get the certainty in light of what you were saying about making more decisions.

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It's so true. The certainty has to be earned, you're paying your dues. I don't know if I said this. Look, I'd say (11.12) you've probably heard me at times or maybe you haven't so I'm just going to talk but I think – like, this is my 10th year now of running a training practice business, Coaching Lite and Coaches Always Know but it's now training and along with my products all the rest of it. One of the benefits, I guess, of being ahead of you in the timeline is that I can say to you that – and this doesn't mean it's going to take you this long but it took me probably until about the sixth or seven year mark, I reckon about the seven year mark, to actually finally hit my straps and what I define as hitting my straps means where the certainty on the inside is the same as what it is on the outside. And it's really been the last three years where everything has improved immensely. Income has gone up and stayed consistent. It's been 23 months in a row now of between 50 and 70 a month so that's a record for me, 23. And it's taken seven years, almost eight, to build to that level of consistency. And the reason why it's consistent is because – and I know this sounds kind of weird, whatever, it's taken me that long to actually believe that I can do it. Okay, cool.

Do you get that? [General assent]

So in the first three or four years, say the first one to five years, it was really playing catch-up with myself, meaning, well, here's the certainty on the outside, I'm catching up on the inside and that's done through the consistency. It's all the things that Sharon's been teaching you and what Callie was saying about the imperfect actions, it's about just showing up the whole time. And I don't know many thousands of hours I've done on my feet, now one too many, but, gee, it'd be damn close to 10,000. And now I know that I can be this and do this anywhere. And I proved it to myself only a couple of months ago when I went and did this thing with 18 real estate offices who had a trainer – still do have this trainer – who is of a high standard. This fellow is an old mentor of mine who I still regard as one of my heroes and now he's a client of mine and I delivered to 18 of his offices, 94 team members for two days and they were totally blown away and that was because I've caught up. Does that make sense? [General assent] So if you're experiencing this failure, because you probably are, between how you view it on the outside versus how you see yourself on the inside, that's totally normal. And for those of you who are not experienced in this disparity, then you're ready to step up. If you're not getting the results that you should be getting then what the f*** – it's like something's missing in your actions. Does that make sense? Who experiences at the moment still, in all of your different time lines – who's – I look around the room – John, when was your intake? It was awhile ago, wasn't it, for you? No, (14.07).

This John. Yes, this John here. You're even older. Were you 2013, 2012? No, no, (14.14) 10 months.

Really? Wow. I thought you were much older than that. Where were you, a year and a half ago?

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Yeah, 18 months in.

Okay. And a lot of you, you know, come in to – you were a long time ago. 2012, I believe.

Yeah. Wow. So a lot of you came into the intake level with different experiences and different backgrounds and different levels of confidences around different competencies so everybody's different. But who is still experiencing a disparity between how well you're regarded in the marketplace or people, what they say to you, and it's different to how you feel about yourself on the inside in terms of your skill level? Can I just get an idea? Yeah. So it comes with time. It comes with time. And, you know, that's where I was saying to my wife, you know? Like, I feel like I'm finally ready now to go to another level again meaning – and, again, it sounds however it sounds but it's kind of like I'm ready for the book now. The book could have been written on a – you can do and do a weekend course and write a book in a weekend but how f***ing good is it going to be. And I'm not interested in writing a book purely, only, just only for marketing purposes. I want to write a book because it's going to add value, make a difference to a person who knows nothing about this stuff. And I'm ready for that now. So the point I'm making is, it took sevenish years, seven or eight years, something like that, to really feel like I'm worthy of this. Does that make sense? This might surprise you hearing this but, whatever, that's just how it is because when you're having a real conversation with yourself on your own when no-one's around, you know, there's often a difference between how you portray yourself to yourself versus how you portray yourself to your marketplace and so it should it. That's just how it is when you first start. Whereas now, it's different and it's working for that certainty and that's the hours and the repetition and being in different rooms and managing feedback of all kinds, yeah? And that's just how it is. And I'm still reminding myself if people like Wayne Dyer and Tim Robbins and Jim Rohn and all these different people, if they receive negative feedback from time to time, then surely it's okay for us. You know what I mean? [General assent] So I don't know if this is helping you but this is just something that I wanted to share as well because it just takes time to build that certainty. But it's not just time going under the bridge, it's concentrated, purpose-driven, outcome-focused effort. Do you get that? [General assent] And if you stop doing that and you're delaying, two inevitable things: you're delaying the certainty of that within you or you're delaying some kind of mid-life crisis so it's y our choice, right? Yeah? Were there any other hands over here that I missed? I just wanted to add on that point in terms of the example of imperfect action.

Yeah?

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When we take actions, I try to fix up everything before I take an action so the word impact protection comes up today and I'm like, it doesn't have to be perfect for (17.23) that I think it should be.

No, no, because perfect – waiting for a perfect action is a very elegant, mature procrastination strategy. That's all it is. So you're just putting off the inevitable. Before I start talking about some things, is there anything you want to ask me? Ask me anything you like. How are you, John?

I'm really well. I ran the Great Ocean Road half-marathon on Sunday. I'm dying my hair so I don't get (17.47). You laugh. My wife laughed this morning. She said, “You've got to go get a haircut.” I said, “I'm going to get a hair cut after the Great Ocean.” She said, “Why?” I said, “Because it's going to be 6 degrees in Melbourne Sunday morning which means over there it's going to be probably four. That's how cold a refrigerator is.” (18.08), four degrees. I said, “I'm growing it a little bit because it'll make a difference.” She goes, “You're just ridiculous.” I said, “You don't know. You've got hair, you've got (18.17).” So does it look good? [Laughter] And I'll hit (18.25) on Monday. (18.26). Look, Glen, does it make a difference having a lit bit of hair growing around the back and the sides? Yeah, it makes you-----(18.32). Joe, all that matters is if you believe it.

Thanks, Miriam. So I'm really well, thanks. I'm excited because I'm going to talk about some stuff around disappointments and we'll expand upon that. And, yes, I've committed to the Melbourne Marathon in 22 weeks, which I said I wasn't go to do another full this year, I was going to do another full next year but I couldn't (19.04) it. I wasn't going to talk about that, not the race, I'm going to talk about the psychology behind this thing going on because it'll hopefully translate over to you and help you with your stuff. You moved your hand. I did. You said I could ask you anything.

Of course, anything, yeah. Out of curiosity, how do you market yourself as a trainer? Do you do industry trainings here or do you do trainings elsewhere? Do you (19.28)?

It's everything. So how do you market yourself elsewhere?

So in my first three to five years, I did lots of free talks. Lots. I haven't done a free talk for awhile. This is free, what I'm doing here, but that's because I love here, I love working with Sharon, I love you guys. I mean, this is unique, right?

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You mean at, like, networking events?

Yeah, no, any event, any event. So I don't know if you remember back at intake, and I don't remember what I said at your intake in 2012 but it's doing what I was doing that created the Jones Laing La Salle opportunity for two years which was I met this fellow at a networking event who referred me to his brother-in-law who worked in Jones Laing La Salle and is probably going to go nowhere. I remember his name, it was Nick Ott, O-t-t. And he rang me – I rang this fellow and I said, “I can't explain to you what I do but what I can do is I can give you an experience of the behavioural stuff that I do and if you're willing to be open enough, I'll come and spend an hour doing a free training to give you a taste of what I do.” And he put me in front of the industrial sales team, which was – I didn't know at the time – the toughest in terms of audiences. And you know what I did? I just took the contents and the programs that's available to you. And I delivered rapport or something, there was rapport. And that one hour gave them an experience of what was coming and I didn't know that that was going to lead to tour of Australia and two years work. Ray White Charlton (? 20.55) was four years of work all from the same one hour. So what I've been good at is repeating content so I've become master at it. So if I'm hearing you correctly, the actual (21.09) networking like the------

Networking was initially, which was two and a half years. It was three to five years all-up of getting opportunities to go and do freebies; conferences if I got paid in the early days was a bonus so I'd get paid $1500, sometimes I'd speak free, bonus. But it was a double-whammy benefit. One benefit was to expose myself to the people who were maybe going to hire me and also gave me an opportunity to practise and get better to the point where I would invest time and money into free. So there was one highlight that I remember in my early days, third year, fourth-year in, something like that, I can't remember exactly now all the years have sort of started to collapse but I flew to Sydney to speak at the HIA conference, Housing Industry of Australia. They weren't paying me. They didn't even pay for my flights. I paid – it cost me hundreds of dollars to get there and whatever, so it was a risk, but it wasn't a risk, I looked at it as a I'm paying for an experience here that I'm giving. And I went and did a one-hour there for free and I got two people out of 100 – two, only two – who came to me afterwards and one was wonderful and nice and all the rest of it and the other one was straight with me and said, “We're running a conference here, mate. We actually have 65 employees in our building company and 134 local contractors. We have all of them gathered together. We do this once every 18 months and we'd also love for you to come and teach us sales as well.” And so Port Macquarie, Coffs Harbour, Tangalooma, all these areas of Australia I've never seen before I got to do because of a onehour freebie. So to answer your question, I was going out to do free talks the whole time. I said to you, and I don't know if you remember this – at intake, I actually say to you, the ultimate marketing tool is you doing free talks. That's why I say to the people who are in advanced (23.06) and (23.07) when people upgrade at intakes, I say, “You've got to do the upper level program so you get access to the one-to-many experience that you can get with me and with Sharon because that is how you get really good.” If you become a master of moving rooms, you're solving the problem and making money. Does that make sense?

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[General assent]

What are you thinking? I was just thinking (23.29), that's all.

Okay. Because I run my own stuff so I do my own events, my own (23.33) events, I sell my own program and I was thinking how could – where could I do a group?

Wouldn't it be the same? Well, what do you mean?

That you'd go and do – you'd promote yourself by doing a talk free for an hour to people----Like, people pay to come and (23.46) for an audience.

Yeah, I totally get it. So I'll give you another example. This is my 10th year, right, and in January this year – so last year – the year before, November 2013, I spoke at this conference in Brisbane, Australasian Real Estate convention and I said the word 'f***' 13 times in the one hour talk, or one and a half hour talk, which was a mistake because it wasn't respecting the rules of the room. But what it did was it divided the room, it got people going, “Oh” and I got people going, “Wow.” And the word got out to this fellow who couldn't be in the room who pretty much designed all of the trainings that all these officers do and have been doing for the last 10 years and he rang me and he said, “I heard that the presentation went well but you swore a few times. What was that all about?” and we just started talking. And then I said to him - and in my 10th year, ego can get in the way. I said, “Well, I would love to do some work with you guys but you sort of have to maybe see what I do, you know?” And I could have said to him, “My fee is this per day or per – and you should hire me so I could then add value and show you what I do.” That's all wanky. So I could have said to him, “In my 10th year, I shouldn't be doing any free stuff anymore.” Well, I said to him, “I'm happy to come and talk to your guys wherever you are next, in Melbourne or Sydney, for free.” So he was going this tour of Sydney, Melbourne, Brisbane, Tassie, Burnie, Tas, Launceston – Launceston, Tassie and he said, “Why don't you come along and I'll give you a 45-minute to one-hour slot and you can talk to my guys and I'll be in the room the whole time.” So I flew to all these States. Launceston was my first. Anyone from Tassie here? Tassie? Poor Tassie. Got to Launceston for the first time – went to Launceston for the first time, and – because I haven't been to Hobart. Hobart apparently is the best part. And I did this free talk and it took me away from home for four days, still free, and it was great because, like, he got to see the 10- year version of me and then he invited me to his house in Sydney so I flew up. So I've invested days away from home, and you know how sensitive I am about that. I've invested money, I've invested lots of time and we got together and he says, “So, how do you think we can work together?” And I told him what I thought. I said, “I reckon all the behavioural psychology” – coaching – I just called it behavioural psychology because if I said coaching he wouldn't understand what I meant -

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“It's behavioural psychology that makes a difference, a massive difference to your guys is what I can teach in a two or three-day program.” And he said to me, “So what do you reckon that would be worth?” And I said, “Well, will they be paying independently?” He said, “Yeah, independent.” I said, “Well, it'll be at least $700 a ticket for two days. “That sounds reasonable.” I'll cut to the chase. He ended up booking in 18 of his real-estate offices and I made a profit of $21,500 in two-days of presenting that I didn't have to prepare for because I've delivered it a thousand times. And that's going to be on repeat in September. So in other words, in the next – this year, there'll be probably $50K to $70K coming in from that and 2016, there'll be $100K coming just from that source and I'm not putting any additional energy into it. Wow.

So too many people sit in front of empty fireplaces and ask for heaps. It's like, “Give me heaps.” And when you start giving me a clue and some spark, I'll go and get some wood and I'll give it to you so you can start burning a flame. That's how most people live whereas I go, you know what, you've got to be humble with this journey, guys, you know? So you go out – and I had to go to the forest four days, get all the f***ing wood, put it in there, put some flint to it, no guarantee it was going to work and it sparked and that's what I've been doing from the first – straight after my intake, that's been my attitude. Go there, give all of yourself and what'll happen is you'll get taken care of. Do you get it? [General assent] And this guy knows people on the speaking circuit so now I have to make a decision. I said to my wife, “If I can get 10 grand a speech, because I got 5 grand a speech last time but I can do 10 because now he's paying me 10 a day, I'm now used to 10.” I'm going to Byron Bay in June to speak to 24 school principals and they're paying me $7700 a day and I'm thinking, f***, that's cheap. When you start to expose yourself to higher fees and you deliver and they go, “That was great,” it's like, okay, I'm 10 a day. Last year's fee, it's 11 grand. So it was 7700 in Byron Bay. Is anyone from Byron or anything like that? No? You're from Byron, are you? Originally, yes.

I don't know you. What's your name? My name's Damien.

And (28.51)? Yeah, I know.

How're you going? Good, mate. Good.

Excellent. What course are you doing? I've actually got a white tag. I'm just here for the course.

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What course? Just for his course. Just for the------

Good on you, you're doing all the – fantastic. Good on you, nice to meet you. So Byron at Byron – what's that, Ross? Tim.

Tim's friend. You're Tim's friend? Yeah.

You must be a good man. Seriously, Tim was high quality. Are you good friends? Yeah, yeah.

Very close friends? Yeah, we work together.

Excellent. Byron at Byron, I did in June with 24 school principals so I'm working with different markets but it's the same. The way I look at it is – I said this to someone. Who was I talking to? Me, was it?

It was a few of you but someone I said this to, the soul is the soul, the heart is the heart, it's exactly the same. So when I go to the school principles, the local IT business, real estate offices, coaches, business owners, corporates, Jones Laing and people like that, my intention is to go in there and teach them how to love. But you know what the funny thing is, you can't call the course how to love because noone will buy it because no-one buys that. But those two days that I spent with them when they paid me $21K, the reason why they paid me that much and why I got rewarded not just financially but rewarded spiritually, rewarded emotionally, rewarded on all these levels was – and they were just blown away not because I was great, it was because I said things that no-one's ever said to them before in a public space. We were just talking about vulnerability, tears, love, the things that are going on behind the scenes you don't show your team, that it's okay to rock up to the office on Monday morning and have all kinds of thoughts going through your head, like maybe I should go and open a cafe. Who's never had a thought similar to that? Come on. So all these things. So I was saying all these things that they don't want to talk about. And after about two or three hours, I said to them, “I'm here to teach you how to love because I'm here to teach you what your parents, for some reason, haven't taught you which is courtesy, respect, love, care, giving a f***.” I could swear at that training. [Laughter]

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So that's what I did. And, man, the reviews were rave and the guy that has the license to all the training of these officers, that's why he's going to do it again with me in September. That's why he's invited me in next week to go to Langham and do a guest spot for him like I'm doing here for Sharon. He just invited me and I said, “Yes.” So that's been the attitude from the very, very beginning. (31.31) cut that imprint.

Well, Gabbi, what I've done (31.33) is I've taken the content that Sharon's taught me, I've repeated it ad nauseum, I've gotten really, really good at it. I'm able now to contextualise that content into the world of the market that's front of me and they love me for it and they see that they – and they take care of me and I get to take care of everything else so that's the nutshell. So what's your message kind of thing. So my message is – so my book is, that's on my laptop, it's going to get done by January, it's called Courage To Be You because that's essentially my message. That's what I teach at intake, that's what I teach you at Advanced Skills, it's what I teach anybody who listens out there, not that I was down the street corner, and I'm aware of how that sounds, but wherever I am, I'm teaching people how to have the guts to reclaim themselves. You know what I say to people now? I'm here to teach you how to fall back in love with you because someone along the way taught you how to stop or how to not or how to diminish or how to minimise or how to smother or how to reject or whatever versus bring it all on. I'm not sure if I've answered your question, Gab. (32.50), well done, Joe.

Seriously. You did other things.

So I haven't answered your question? Yeah, like, if I'm hearing correctly, you're saying your marketing strategy was networking, mixing with people and getting an opportunity to speak at other people's events?

Yes. And (33.09) for free.

And I'll say this, Gab, you need to remember when I started, there was no social media, it didn't exist. The web page that you would have, the website you would have was a brochure which meant if I needed networking, I'd say, “Go and check out my (33.24), look at this thing, this link, go and have a look at this,” and it's a brochure online. It didn't generate leads or anything like that. Guys, what you have now in 20 – I have to keep thinking – 2015 – someone said to me the other day, “Do you know the (33.26)?” “Technically, yes.” And the years are just collapsing into one another. Who's close to 50 here? Who's past it. (33.53) 2015. So what Sharon's brilliant at and what I'm good at is this. I'm brilliant at high touch. Put me in front of people and I'll rock it. Sharon's brilliant at high touch and high tech, online, relationship marketing online and doing all the online savvy stuff. My network is so thick and strong – and I don't want to sound like a wanker here but I don't have to rely on the online stuff so much because I'm kind of out

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there, right? But you, in 2015, it's not 2006 because in 2006, I don't think Facebook actually was even invented yet, I don't think. But there was nothing like there is today and you've got so many ways, and especially at the level you guys are at, where you're getting taught how to bring people to you online and start those business relationships, I didn't have that. So I went quite heavy on high touch and so I got really, really good at it. And now anywhere that I go, I just start to generate business because of how I do what I do. I hope that's helping you because, as much as the high tech is going to be fantastic, it'll never replace high touch and the message I've got for you is don't replace high tech with high touch because it's 2015 not 2006. And the way that things are going, it's just moving along so quick, isn't it, technologically speaking. So now I pay people to do any of my high tech stuff because my skill level at that is nowhere near my high touch so I just pay people, because I can afford it with my income, so that that catches up. Does that kind of make sense? [General assent] Most of you are under â&#x20AC;&#x201C; all of you are probably under five years in this journey and most of you would be under three years in this journey so the stuff that SB covers, it's so important to do both. Who agrees? [General assent] So I don't know if I've helped you there. There's quite a (36.00) to what you do. Well, thank you.

Yeah, sure. No, you're welcome. Thank you, Joe. That was very, very valuable. Thank you.

Cool. Yeah? I can definitely appreciate how, by giving, giving, giving â&#x20AC;&#x201C; I completely believe (36.13) but you clearly got a result with these guys you work with otherwise you wouldn't get their business.

And they wouldn't pay me that much. Exactly. And you moved the room and it's all good and well but what are you measuring to get the results so people know the buzz so they can get $1000? What is the metric you've put in place?

Okay, this is where I may be a little bit different. I don't know if I am but I don't necessarily measurement. So the real estate clients, the measure that the people who hired me said the measure will be increased sales results and the jury's still out on that because we don't have all the facts yet. But I already know that the reason why I was in the room, yes, to help with their sales but I hardly spoke about sales for two days, was to improve their marriage, to improve their relationship with their kids, to get them to be even more self-aware because, as I said to the agents, when a seller is selling a house and picking an agent and as fluffy duck as it sounds, they'd rather go with a happy agent than a disgruntled, pissed off and emotionally unintelligent dickhead.

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So the person can have all the shiny things, the technology, the latest gizmos but they're going to go with the happy agent. By happy, I don't mean this. I mean happy agent as in someone who has love in their life, someone who's got a woman or a man beside them that is a good relationship because a happy wife, happy life is so true. And if you've got children, how is your relationship with your son or your daughter, how is your relationship with you? Do you know why you feel the way you do at times when you don't know what's going on? How do you respond at times when you have dark times, all these sorts of things. So I know, based on cards, emails, phone calls and text messages that I've received and the chocolates, that the lines have really changed. So when the person goes home and he's able to demonstrate love to their partner in ways that they didn't know how to do before because they just didn't know, the results take care of themselves then. Do you get that? [General assent] Because I've taught people who to close sales when I was at Ray White teaching them. This is what happened – and because they hadn't change who they're being, they're doing tactics, they're not doing being. Do you get what I'm saying? [General assent] So I measure results by has your life improved and have your relationships improved? Are you allowing more love in and are you open, are you raising the vulnerability to (38.50), to live life, to give all of you to the people that you love into the mission that you're on? That's how I measure it. So it's not as cleanly numerically labelled but it's labelled more from an essence perspective. Do you have a conversation or are you just sort of agreeing then do your thing anyway?

Say again? Do you sort of have the conversation where we're not going to focus on that or do you just say, “Yeah, that's what we're going to do,” and then you just do your thing anyway and focus on the person? (39.16)?

Yeah. Yes, yes. All of my examples with the agents were based on two areas, one was personal – so I had my wife in the room for the first three-quarters of the first day and I spoke about very sensitive marriage stuff and she was in the room and they knew she was in the room and they really, really appreciated that. That was quite difficult to do but loved it. Then I contextualised very heavily all of my examples of being in the lounge room of a seller who's interviewing the agents and picking one and I was saying, “No, this is where the behavioural psychology becomes even more useful in the lounge room of a mum and dad that's looking to choose the right agent.” And I would go quite heavy on that. And we spent the whole second day doing that. So there was a commercial balance but the essence, the driver of it, was love. Do you get that? Yeah, I do, cool. I listened to the – what was it – the Giver of Significance, a giver and a getter.

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Yeah, yeah. And I listened to it for three days, I just (40.24) but the giver of significance where men are concerned, do you use wanker? You used the word wanker or something like that where if they are getters of significance rather than givers and that------

Well, I think the fact is that most adult men are emotionally adolescent. Yeah, yeah, but it's that giving and getting from a male perspective that I'd hear a flavour of (40.43).

Yeah. And then this is another thing that's part of the journey, especially if you're a bloke – and I know there's more women in this room than men, it looks like, as usual, that's just how it is but just a lot of people are emotionally adolescent. So one of the beautiful things about this journey is it helps you grow up, yeah, to be emotionally an adult, which means that how you are on the inside is how you are on the outside, that you're transparent, that you – there's consistency in you and what you bring, that you are a real human being which means to me that you are a true friend which means that you would be with your friend even though there's nothing in return. I was talking with my best this morning who I love dearly and I can say to him, “If you were a woman, I'd be trouble,” or confused, either way. And he was telling me about how his sister's father-in-law died last night. Very removed from our life but he was telling me how he admired this bloke because my best friend, when his father was dying, this bloke would have – because my best friend's father died via the pathway of Alzheimer's so you were losing him and losing him and losing him. He was more with God than in the room and then it got to be where there's just a body there and breathing but the essence is gone (42.14). And this fellow, the father-in-law, would go and visit, spend time, with my friend's dad telling jokes, the jokes that they would always share even though he'd be sitting there in a vegetable state. He would walk him to move his body so the chemicals would keep moving and he would do all this with no return. This is an emotional adult. An emotional adolescent is all about getting significance. It's all about get, get, get, what can I get, what can I get. And the other thing about an emotional adult, which is now leading to what I want to talk about, is how do you handle rejection, objection, disappointments? And I don't mean disappointments in terms of objections where someone says, “No, I'm not going to hire you.” I've had plenty of that. That's not what I'm talking about. It's partly but what I'm talking about is where you've given all of yourself to something and you still get the whack. No. How do you handle that? That is where the emotional adult is separated from the emotional adolescent. How do you think the emotional adolescent responds to giving all of oneself and the result doesn't come? [Indistinct response] (43.31) but, yes, in a moment, totally. How does the emotional adolescent respond in the (43.36) to long-term? Gives up.

Gives up, quits, resents. Finds excuses.

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Blames.

Finds excuses, blames. (43.48).

Totally (43.50). Their world view becomes let me gather some more evidence to tell you why the world is f***ed, why you're f***ed and I'm f***ed and (43.58). That is a world view of the emotionally adolescent. How does an emotional adult respond to giving all and getting slapped? How can I do – give more next time?

No. What can I do------

No, no. (44.19).

No. Reframe it positively.

No. Take it on the chin. Yes.

Almost. Everything you guys are saying is accurate but there's something else that has happened before that, Gabby. Delay it.

Delay. And how do you delay it? The way you (44.38).

Yeah, getting there. (44.41).

No, not when you're – guy, okay, let me paint a picture. Let me give you a real story and then you tell me how you'd need to response, okay? And it's not what do I get out of this, how can I reframe this, thank you, ego, it's failure not feedback, f*** all that. We'll get into that, that's all important because I've taught you that, that's important but there's something else that has to happen before that. [Indistinct comments] You get disappointed but then you get up and just (45.14).

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It's (45.16). There's more to it than that. You just sit with it, you just-----

Almost there. You take responsibility.

Adam? You take a moment or two to think about it and then choosing how you're going to respond to it.

You're doing so much more than thinking, dude. Tough love. Grieve.

Grieve. Yes.

You grieve. [Indistinct comments] So I'll share with you a real story and then you just translate the story to your own world and I trust that this will be useful to you, okay? So I spent the bulk of last year, other than my work – doing all this work. Paralleling to that, I set myself a challenge to go and run the Berlin Marathon in Germany and also go there and run under – sub 3.30, which means less than three hours thirty. And that meant I had to run it at a certain pace, under five minutes per kilometre all the way. It's 42.2 kilometres. It's only clear because people think that a marathon is just a fun run and it is if you're going to do it like they do in Bordeaux where there's an option where you can run the marathon for up to seven hours, where, in the second-half, you go into wineries. It's true, it's true. One of the guys in my hunting group is going to Bordeaux to do the marathon. I went, “Really? Like, that's” - “Yeah.” And I said, “How can you have a Shiraz and then go run another few Ks?” “I don't know, it's (46.33).” So I spent a lot of the time last year preparing for the Berlin Marathon. I did everything right meaning what I was told, what my coach said to me to do, I did what I was told by others who had done what I was wanting to achieve. Ten weeks out, you've got to dump all the processed sugar, you've got to dump all the alcohol. You've got to be as clean as a whistle when it comes to your eating and consistent and you've got to start building your mileage and all this sort of stuff. It was a whole bunch of other detail. You've got to do all that. So I gave up a lot. I even gave up time with the family because when you're mileage starts to increase and you're going out running a 33K run, it takes the whole of Sunday morning to do that. Then you've got to come home, you're buggered, shower, ice bath, hot shower, rest. The morning's gone, the kids want to play. That's just how it is. And I remember my 33 kilometre run. I remember that one specifically because it was one of those horrendous mornings because there are two arch enemies of a runner, wind and rain. Wind is the

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arch enemy and rain with wind is just s***. So the Sunday came for that run and Sylvana said to me, “Why can't you just do it on Monday. The forecast is for clear weather Monday.” And I said, “Two things. One, if I do it Monday, it takes me a day to recover which means Tuesday's speed work's going to suffer because of the Monday and what happens if it's raining like this and windy like this on Berlin Marathon day? I'm not going to say, “F*** that.” (48.02).

“I'll just stay in my hotel room. It's near (48.07).” So I did everything right, did it all. Even when I got to Berlin, on the side of the bed were Lindt chocolates, three of them each side, so six and I left them there. So I got there three nights before, four nights before the event. I was so strict, so disciplined that I would walk into the room and go, “Oh, Lindt, oh, Lindt.” But I was so used to this now because I was even – my wife would eat a chocolate and I'd say, “Bring that over here.” She'd bring it to me – she'd say, “You can't eat it.” I said, “Just bring it over here.” I'd take it and I'd go [smells]. That's how strong I got. So I got to Berlin and the things were sitting there. Now the guys were saying, “I can't believe chocolate in the rooms.” And I was saying, “I haven't eaten mine yet.” And they said, “What do you mean, you haven't eaten it?” I said, “Because I'm sugar free, alcohol free until after the race.” And they said, “Man, come on, it's 72 hours to go. I'm sure it's not going to make any difference. It's not like you're a (49.13).” I said, “I agree with you but it's” - because I was thinking, it's who you're becoming. Now they said, “At least you could put a” - and I should have done this, I hadn't thought of it – put them away in the door so they can't see them and get them replaced every day. I was so focused on doing the right thing that I (49.33). I could have built a stash. I could have had (49.39) chocolate. So Berlin was an amazing experience before the race because I went to Checkpoint – anyone been to Berlin - Checkpoint Charlie, did the museum thing. You know, 88% of the buildings were destroyed – you're going through the whole history. The city's still healing, it's doing great but, gee, there's a dark history. And you're immersed in all this history. And, anyway, the day came and the hotel was only a 25-minute walk to the start line, or to the camp. The start line was another story. And because there's 40,000 runners, 120 countries represented, the Berlin Marathon is a major event in the running calendar, the cream of the crop. The world record was set that day, the first time man had run under two hours and three minutes. That means the guy's running sub-three minute pace 42.4 kilometres. There's a suspicion that he's on something but we don't know that yet but he still ran it bloody quick. Hey, drugs, no drugs, it takes a lot of pain. Anyway, so I can always say the world record was set at my marathon and it was. That's a fact. So I woke up on the day and I didn't feel good in the morning. I don't know, I just didn't feel right. And I was energetic, I was okay, I did the whole process of what I would eat and all the rest of it and I get to the – man, we got to the camp and then after the camp thing – the camp is the base where everyone meets. There was only four Australians so we all met together there at this particular flag where we were. It was wonderful. And then you had to make your progress to where your silo was, where you began based on your expected time. So I had to go with the three hours 15 and three hours 30 people. And, of course, there's a mad rush to the toilets because it's morning, your body's still in – what's the mode that it's in?

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Elimination.

Elimination mode. So I go to where the loos are and there are queues like I've never seen. I thought, oh my God. And I hopped in. I thought, I'll just hang around. There was a Romanian dude. I knew he was Romanian because I asked, “Where did you come from?” He said, “Romania.” I said, “Well, (51.55).” And we're talking this English and he said – I said to him, “Mate, did you know there's 40 minutes to the start?” And he said – I can't do a Romanian accent – he said, “Yes.” I said, “This queue, I think, is more than 40 minutes.” And he said, “Well, I'm staying here.” I said, “I'm going.” So I went to another queue, it was even longer. I went, oh my God, I'm stuck between two queues. Now I've lost my spot there, I can't get another one, what do I do? I left the camp, I went out to seek a tree, did wees, came back in. Now there was a massive queue to get on to the course. I made it on to the course with six minutes to go. And I'm in the bush literally because the Tiergarten in Berlin is a massive park. You're going through trees and branches and s*** to get to the thing because everyone is just everywhere and people are weeing everywhere. You are going, “Oh, there's a urine puddle.” Because it's dry weather, it couldn't be rain. So then I get to the start line and six minutes to go because I'm in the bush going, “I can't believe I've travelled all this way and I'm going to probably miss the f***ing start.” So I got to the start with six minutes to go. And then I'm there and this is the irony: 20 weeks of training, 10 weeks of giving up lots of s***, the only thing I could say was at least I lost five kilos and I feel f***ing great and I can feel my muscles. And I'm rocking up and I wanted to go home. I was at the start of an international, major running event where it's regarded incredibly highly and I'm there and I want to go home. I thought of my boys, I thought of my wife. I just missed them to the point where I could feel it. Like, I was just feeling awful because (53.42), I thought, how can you be thinking of this? (53.45) and doing everything I could to just refocus. It's like, you know what, the gun's going to go, you're going to have to run, you're not going to not run so you're going to run. So I start running. And we're into it, all good. Fifteen Ks in, I take my first gel, immediate reaction in the gut. A gel that I've been taking – the same gel that I've been taking in rehearsals on the day was churning my gut. And so I had to pull over if you know what I mean. And the rest of the race was just a decision of do I stop and then blow my time and just go to the toilet, because I'm aware there's little mini queues and you're going to waste 10 minutes which is f***ed. Or do I just keep moving? So I keep moving. So I was holding on. And it got to the 25, 26 K mark and it was over. I'd have kept running but it was over, I was nowhere near where I was meant to be and at the 30 K mark – see, there's hundreds of – there's 1 million people lining the course so when you stop, there's pressure. You've got all these people going, “Come on, no, no,” in all these different languages. It's like, f*** you. So I almost felt like saying to them, “Have you run a f***ing marathon? Have you done your f***ing (54.48)?” but you can't. And I was looking at my time, slipping further and further behind. I had 400 people tracking me online which is just mind fog. It's a fog. So they were tracking me. And I got to the 38 K mark, my time was blown and I was emotional. I was gutted but I still had to run. So the Brandenburg Gate is a massive, beautiful, amazing structure which was one of the main gates separating east and west when the war was up. And this structure survived the war and everything. It's one of the most incredible things. And the Brandenburg Gate is where you run under with 300

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metres to go. And when you come round this corner, you've got 1.3 kilometres to go. You can see the Brandenburg Gate because it's so big and you know that when you see that structure, 300 metres after that is the glorious finish line. And so I looked at my watch and I thought, f***, I'm not going to make it under four hours here. I was meant to do this in 3.25 or something. It was like, I'm not going to (56.07). And I've done faster marathons before and I've gone under. This is just ridiculous. And so I ran – I got to the Brandenburg Gate, looked at my – I just had a quick – and I thought, f*** it, whatever, it's going to be over four. And I just sprinted my gut out for the last 300 metres. I thought if I lose everything, so be it. And I could see the clock in the background, this big clock behind the finish line counting down the time and I ran through in three hours 59 minutes and 53 seconds. And I got to the end and there was a very minuscule – I wouldn't even call it a celebration. It was like, oh, at least I made it in three instead of a four in front of it. And I'm walking. I finally make my way back to the camp, back to the Aussies and they've got alcoholic-free beer at the end so I thought, wow, this is nice and refreshing. Someone handed me a beer so I drank it, I started getting dizzy. I said, “I'm getting dizzy.” I said, “Isn't that meant to be alcohol-free?” (57.06) our beer. It was like, oh, f***. Come on. So, anyway, I was tipsy and f***ed. I walked back to the hotel, which took an hour. It was a halfhour walking normal but post-marathon, it takes an hour. So you go to the room. I got to my room, went on to Facebook because I just wanted to get the feed done to complete the journey. I just put up my – I put up this comment and said, “Disappointed,” whatever. And it took me about an hour to catch up with what had just happened which was, like, it's almost like you've made it to the Holy Grail, you're about to reach it and you just trip over something stupid. You fall over and you've missed it. And it's like even though it was a four-hour race, it felt like in three minutes it was gone and I was sitting in my room and I'm thinking, I've given everything to this and it just hasn't f***ing worked. And I've got the computer, my laptop, and I just lied on the floor and I just gut-cried for an hour long. I just let it all out. And it was awful. And you do these things in private because when someone that you loves sees you like, in that messed-up state, people get concerned, “Wow, he's really f***ing lost it.” But I let it out big time and I just gut-cried, gut-cried, gut-cried because at 4.30 that afternoon we were getting together with the other Aussies to celebrate and I didn't want to rock up at 4.30 without letting this emotion out and have someone go, “How did you go?” And I was like----[Laughter] –---”So I won't be going down, I didn't know, I didn't bring my medal with me.” And they said, “Where's your f***ing medal?” because everyone knows everyone's time because everyone tracks it. So do the runners understand – it's like, leading your life, you'll get genuine compassion from the people who've been where you are. So, look, I've got lots of people saying – my post generated 380 comments in 90 minutes of all people saying beautiful things like, “At least you've done it”, “What are you talking about?” so all of this stuff. And I'm thinking I appreciate that but you've got no f***ing clue what you're talking about because you haven't done this. So with the running group, when I got to the group, they

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put (59.35) and said, “That's f***ed. Like, what the f*** happened?” It's like that's the conversation I want to have, not, “This is not a failure, this is feedback,” it means something else. I mean, think about that. It's like, no, it was f***ed, it was s***. I put everything into it, didn't work out. I got no clue what was wrong. I don't know what happened. And the flame-grilling – so I was the only one that flew to Berlin just for the race and didn't go home again. Everyone else has left Berlin, didn't have family and kids, go off trekking to freaking Switzerland and Rome and carrying on around the world. I was the bunny that went to Berlin, ran the f***ing race and now I'm getting back on the plane to go back home to my kids because I miss them like (1.00.24). So what I learned was that disappointment in life, genuine disappointment – I define genuine disappointment where you know you've given everything – it's different when you're disappointed and you go, oh, f*** it, yeah, I can't expect that, I don't really give a (1.00.43). Well, that's just bulls***, just get over yourself, that's just – really reframe that, get over it and move on. I'm talking about where you've genuinely given your heart and your soul, given up things to be there and do this. And so then it was like – my immediate response, emotional response, was f*** all this, I'm never doing this again, this is a wank, what have you got to prove, you've got nothing to prove, what are you doing this for? This whole conversation went on for, like, an hour and a half in my room while I was crying, getting over, rah, rah, rah. It was just awful. So I got over – when I say got over it, the emotion stopped – well, the emotion was there but the intensity stopped. At 4.30, I went to the party. We had a great time, we enjoyed each other's company but I remember flying back home from Berlin feeling empty, feeling like I'd wasted two weeks of being away from the family and I'm not bringing back the meat, the meat being the result. And it took about two or three weeks for the emotional dust to start to settle. And then I just started looking at it as, okay, let's look at the f***ing feedback here. Like, really, what needs to change? And that's when I made a decision that in 2015 – this was September 2014 – in 2015, I'm not going to do a full marathon but I'm going to work on my fitness to take it to another level, do these half-marathons, do these different races, la, la, la and get better so then I can send myself in 2016. But then what happened was, I'd already done a couple of races. I got this thing on Sunday which is just an intense long run, really, because it's not a race for me this Sunday but it's preparation for what's coming. And that's when I made the decision, I'm going to do this again, that I'm not going to be stupid, I'm not going to go to London, because I could have entered London. (1.02.28) last Friday at midday while I was running (1.02.30) and I decided not to because I'm not going to go all the way to London and f*** up again. I'd rather f*** up locally so I can get over this quicker. Does that make sense? [General assent] So I'm going local October 18 this year. So now I'm seeking feedback on what I need to do more of and I'm finding out some gaps that I had and whatever else. Anyway, the point I'm making is that it's taken only until this week – we're May – to make a decision that was – from the failure of September, it's taken all this time for everything to settle so I can see clearly now. Do you get that? [General assent] Why am I telling you this?

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To allow yourself to grieve.

Yep. It's going to happen in our businesses (1.03.20).

Yes. Yep? Well, for me, it's actually, I think, compassion for my clients and people around me that are grieving and that can take a different span of time to grieve than I do. That's (1.03.31) to respect the fact that we're needing that space, they're not in the frequency to have an awesome conversation about certain issues. They're only wanting to let the s*** go and release. And, thank you, that was really cool.

Cool, thank you. I think, for me, it reminds you that no matter what you're doing in your coaching business, we're still human beings and having that kind of depth of emotion ourselves and allowing that is all good, yeah.

Yes? Yeah, there's a long-term to it so I'm not a failure.

It's long-term. Yeah, yeah. See, I knew - even in the darkness of all the darkness, I knew that this wasn't going to mean f*** running. And it was the same with my coaching business when I started. So many network events I'd go to, talks that I would do, where nothing would result or would get negative feedback for or – I remember many times where I was delivering trainings on behalf of the coaching institute and Sharon would be in the back of the room giving me feedback because she was still, in the early days, obviously mentoring and coaching me to improve. Man, there were a lot of conversations that were pretty tough like really tough, really tough. There was many times when my ego just wanted to say, “You know what? F*** off,” but I didn't, I thought, now I know that regardless of how this is coming across to my ego, I know that this is coming from a place of love and a place of I'm going to be here longer than you because I see more of you than you see of you. And it took me, like, three or four years to really understand that. And it wasn't 'til she gave me – sometimes in 2007, where she gave me an intake weekend where I remember – I'll always remember this. It was in a little room over in Middle Park and we had 20 people at intake. Again, intake was 4.00pm to 9.00pm on a Friday night. She would come in at 4.00pm. She would do the opening hour, welcoming the new students, teach them a couple of cool things and then she would introduce me. But the introduction was not huge, it was just, “And here we have Joe Pane, your trainer, who's been coaching now for – he's done 400 coaching,” because she said to me, “You have to have a minimum of 400 hours before you walk in and do this,” so I had some credibility and all this. And then she went to the back of the room. And she said to me before this training, she said, “Your reads are now competently run.” She said, “There's lots of stuff (1.05.55) you're (1.05.56) to run for three days.” And I remember it was 7 o'clock that Friday night and she left and that was the first time I was left with her clients by myself in a room. And she left and there I was and I thought – and I just – I

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hope it wasn't coming through my face but I was thinking, wow, the responsibility, the honour, the massive trust that she has given me now to do this is just incredible. And I remember many weeks later we would talk about it. And she said to me – it was like, when she left the room, it was the first time she left a TCI room, without her being in the room, and she felt like she was letting a baby go. Yeah? And I remember it was immense, it was immense, the honour. And now, in two weeks time, I'll be delivering my 140th intake weekend. 140Th, in excess of 4000 coaches. And sometimes I get a dumb question which is, “Gee, how many more times can you do this? You've done it so many times.” I cannot explain to you what repeating a three-day training 140 times does to your soul. The growth, the elegance, the – see, when the new students come, like Paula and Shannon, who's minus two weeks old, when they come into the room, they get to enjoy the experience, fantastic. You get to learn how to coach and you learn stuff about life and relationships and all good things. And I'm noticing even now, delivering a 139th intake for you, it was like I could see – it's kind of like I'm presenting but I can see – I'm noticing the finesse and the differences now over the last 10 years of investment and how it's coming through and how I know that those guys are in that room with me as far as any coaching intake training goes and then I know how this sounds and I just know this is accurate because I've earned it, I know it'll be one of the best intake trainings you could possibly find anywhere in the f***ing world because of what is given and what is experienced in those three days. And that's because of all of the grieve that I put myself through. That's what I said to you at intake. Living your dreams is not for the faint of heart. It's actually hell. You have to earn heaven, you've got to earn certainty, you have to pay your dues, you have to face your inner demons and conquer them. That's why I'm doing the Melbourne Marathon, because there's some s*** still going on from that other thing that I'm going to bury in Melbourne, I f***ing hope. But guess what, I'm not going to just do this and go, “well, I don't think (1.08.37) a blow up,” meaning you've hit the wall. At least I can sort of go, sort of, “No, no, no, I have to do it again with all of it.” My coach said, “You did three runs over 30 Ks, you're going to have to do at least six this time and strength work, this work, that work.” Like, it's going to be harder this time. He says, “You're going to experience more pain than you've ever known so when you do the marathon, it's actually enjoyment, then you'll know.” And I said, “F*** you.” I didn't say, “F*** you,” I said, “F*** you.” And I said thank you because he'll be there. He'll be riding his bike, you know, because there's a lot of us running so he'll be riding his bike around the course to see how everyone's doing, giving us – on that day you can have sugar. How good's that? (1.09.37). But I grieve a lot to have the right, to have the honour to be with you in this capacity. Does that make sense? [General assent] So when Sharon – I think you're going to see another little bit tonight, right? Is that right? You're going to see a bit? You're together for the next two days. Yes, she's harsh, yes, she's direct, yes, she's straight to the point, yes, all these things. She's unfiltered and that's extremely rare. And you've just got to get over it and just listen to the message. And if you want to model anything that I've done, f***ing just do what she says. Like, really. I don't care what I think about anything that's told to me by my running coach and by my mentor in human behaviour, a bit like Sharon. I now have more colleagues, as you said, because it's just different now. I'm kind of good at what I do so we talk like

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colleagues, you know what I mean? But when I first started, I'm looking up, going, “Tell me more about how I do that? How did you know that that person was going to say that in that training and how did you know that you had to do that intervention and how did you know that – how far to push the line and how did you know that?” and - all these questions I'd ask - “and why were you thinking that and how did you come to that outcome,” and all these questions. So she would say to me, just do this and – she said, “Trust the process and then you can trust yourself rather than trying to trust yourself with no skill. You trust the process and then you start to trust yourself more, you see. And you walk out a better man, a better woman as a result of trusting the process. So if you want to follow – I want to say my path, I don't mean my path literally but if you want to follow a path – like, I know how all this sounds but I can say this is this room because out there it doesn't make sense to anyone because when you say great things to people out there, you've got to be careful who you tell things to. Like, I told you a moment ago, 23 months in a row, 50 to 70 K, 83, I think, has been my best but my record's 104 and that's – I've got to beat that. But that was before the 23 months. I can't include it in the 23 months because it wasn't done in the 23 months, it was before the 23 months. But I can talk to you about these things but out there, there's only a handful of people I can talk this to and that's my best friend who runs his own business. My other close friend who I met in 1983 when we were in high school who converted his IT career into a family law business. He went and trained himself in a law degree and now he runs his own business. He understands when the boat stops with you and your family, that you're liked. He understands success and pain and grieving and tunnels and stuff. And another dear friend of mine who also has high standards, I could talk to them about incomes and dollars and things because they're fine. But if you tell the wrong people, people respond in only one of three ways. They get pissed off, depressed or inspired by you. That's what we do. You either piss them off, they get depressed because they're, oh, f***, I'm f***ed, or they get inspired. I can tell you this stuff because I'm trusting you're getting inspired not pissed off or depressed. [Laughter] What's your comment, Carl? I'm getting pissed off.

Which is fine. [General assent] Does that make sense? Because you want to model, and I say the path not taken, just do what she says because I'll tell you what's worth it. That money, it's 12 days a month. Okay, I've given up today to be one drop-off, one pick-up, drop-off, pick-up the school run. So I said, “No, it's all good, I'll do this,” because tonight we've got date night. So I missed pick-up but tonight we've got a date night in the city (1.13.32). Nice.

And I'll get lucky.

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[Laughter] See if I go with the intention of getting lucky, it's not going to happen. If I go there from love and go, “(1.13.46) the love,” it just seems to happen. So getting to – that's as much information [laughter]. So I said to Sylvana – we went to – we went on a holiday with the boys to Hamilton Island back early in April, just last month, yeah. And on the plane we were just talking and stuff and I said to her, “Well, there's now opportunities coming at my door through the hard work I've done through that thing as a company that I did the free thing with in January, the real estate office training.” Like that guy has the rights to 47 real estate officers he delivers training to and I've got access to all of them. And he also knows lots of people because he's been in the training business for 25 years. He knows lots of people. And I know that all I have to do is go to him and say, “Can you introduce me to some people who can take me on a speaking circuit?” And I haven't done it yet because I'm not interested in touring the world or the country without my family. I learnt that in Berlin. So I said to Sylvana, “If I can get these 10 grand speeches, all of us will fly to wherever we're going, we'll go business class. Who gives a f*** if it costs 6 or 7 grand, let's go on it for the experience and still make $2000 or $3000 and everything's free and we'll get to be together and we'll get to be in different parts of Australia, the world that we haven't seen before. I reckon that'd be great. So as I enter my – in the next year – into my second decade of doing this, it's worthwhile doing what Sharon says because you'll find your own path through the structure, the code and stuff that she teaches you and you've got access to stuff that didn't exist in '06. See, one of the fast ways to build a bridge between you – pretend this table here is a corporate entity or a big business where you have all the opportunities to go in and go, f***, this is one year's worth of work here and they're going to pay me 150 grand just for this. And then you've got a few of these, 150 here, I've got another 150 again, another one 150 there, next thing you know it's 450 grand for three clients. Do you know what the bridge is to get into these worlds? Models, structure, models and structure. And even more valuable, models and structure that they've never heard of before. That's called (1.16.07) value. My (1.16.08) is value is telling someone something that they don't know about themselves and their business, the behavioural psychology stuff. So the ESIP, the disruptive leadership, the ultimate influence, the Your Success. The module which is created there, with Brian Tracy adding content, like doing it just for Sharon, like, on – so you've got access to all this amazing stuff. You can access it with Sharon and she'll explain all this to you. So you've got this bridge that's automatically built between you and a potential big company and this contract exists, how would the hirer – this fellow rang me, and I misjudged this totally, I went into Harry the Hirer because a lot of people that work there are----(1.16.59, 19 years or under.)

Yeah, well, he probably knows (1.17.04). There's a few ruffians that work there. Not my husband, I assure you.

So this bloke said to me, “We've never had any kind of training at all about anything and we need some basic sales training.” So I put together this little thing thinking, well, you know, they're not really – they're not culturally driven education-wise. So I put this little package together that was not a lot, it was this little six-week program, and didn't hear anything. And I rang him and, no, nothing. So nothing

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happened. And two months later, I ring back again and I spoke to the fellow. He says, “No, we've got with someone else, Joe.” Oh, because I never gave an experience. I never did what I had always done. I took a shortcut, didn't I? And I said to him, “Who have you (1.17.53)?” I didn't know who he was. I said, “Okay.” And then I said, “What are you doing? What kind of modelling is it?” And it was just fundamental, basic, sales 101. And he said, “Yeah. No, we found it to be quite reasonable for us.” And I said, “You mean, cost-wise?” He goes, “Yeah.” Because I was offering him a six-week, 90 minutes per week with his team, 2 grand a session, 12 grand. And he says to me, “The guy, they've just rolled him out for a whole year on a 150 grand contract, going in there three or four days a week or something. And then you know what happened down the track, like, three months in they sacked him because he sucked but because they'd signed the contract, they paid him out. They got another guy on board for another100 K and they got him out to do some stuff. And I'm thinking, wow, where the f*** was I? So I'm telling you—--It's a hard internal market, though.

Yes, but these opportunities exist. If you keep doing the hard yards, go through your grief, go through your dark tunnels, take yourself off and cry where you like where no-one can see you, where you're not hurting anybody around you, not concerning anyone around you, be a real human being then rock up and do it again, do it again, do it again. You've got all these models that Sharon's giving you, all the things that she says to do, do it because the imperfect action – and maybe she said this, I don't know, because I've been in and out of the room – the imperfect action is where you're doing what you know is the right thing because that's what you've been told but you're kind of like learning how to ride the right horse, like, it's the right horse. This is the horse that's going to take you there but you're kind of learning how to ride; you're falling off and all the rest of it. That's what imperfect action is. The perfect action is where you're riding a horse (1.19.41) that. Do you get it? [General assent] You've got to be on the right horse. You are on the right horse whatever the metaphor is. You're in the right car, the right vehicle but you can't just get into a Ferrari and be expected to drive it around Sand Down at record pace. You've got to learn, you've got to spin, you've got to do stuff, maybe get injured. That's just part of the deal. Who agrees? [General assent] So I don't know what value I've added here but I just wanted to give you an inside thinking, harsh thought thing on the stuff that we go through because what you see on stage, great, but it's all of the darkness and the difficulties and the challenges and all the rest and the emotion and all the s*** you have to go through to get here and I know that without my relationship with Sharon and knowing – because back when I did my course it was called a diploma, Pro Coach didn't exist, Market Coach is different now with all the stuff you get. Back then it was very different, it was in terms back then, too. It was very different. But I took massive advantage of what I was getting taught and I know two things.

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I know without her I wouldn't be here doing this at this level and the second thing is I also learned how to be a man in my coaching, in my education, I learned how to be a man. I learned how to be a husband, I learned how to be a leader, I'm learning how to be a better father but it's taken my marriage to levels that I reckon is rare air because of what I've learned with Sharon, okay? So, please, just put all your egos aside. I know you've already done that but just keep doing that and just go, you know what, whatever you think you think, just do what's been told and what's been offered because this is how you can get to your destiny and if 50 to 70 K a month working 12 days a f***ing month is exciting – who thinks that that's all right? [Laughter] And if you want to travel the world, you travel the world, whatever you want to do, you know? I'm not into that. Well, I will be when Sylvana puts enough pressure on me and the kids are not at school anymore, whatever. But that's what I wanted to share with you. So was there anything you wanted to ask? Anything else you want to ask? Anything. Yep? How do you juggle the – maybe juggle's not the right word but when you're new at coaching and you're new at going in and doing these pictures and presentations, how do you balance the humility with being a novice and being new to the industry but also maintaining certainty which is that – the aspect that people want? How do you balance the two because I'm struggling with that.

Just be you. So first of all you need to certain on the outside. There's no doubt about that. You just have to be. You have to learn – you know how to do that. Just be certain on the outside. You have to put up with all the nerve jangling, emotionally unsettling – whoever you feel on the inside. If they ask a question – my attitude always was, if they ask a question I didn't know the answer to, I'd just simply say, “I don't know the answer to that. I'll come back and find out later on and help you out.” It was really just being yourself. The other thing that helped me was I combined my seven years of real estate experience with my coaching stuff and everyone in this room has got to establish credibility somewhere already; whether the business that you ran before is still running, whether it's employee history, employment history, whether it's an established skill set and other things that you've done? There's all kinds of things you can do to combine them so you're smart, commercially smart, where you can build that certainty on the inside faster. So the way I built it myself was my first year, the 327 hours of life coaching from February to December took 10 months. My confidence grew as a result of that. In my second year, I started combining that with real estate and that's where I went from $83,000 to $227,000 in my second year. It was because I was working lots of offices. So get smart and combine where you've already got certainty in your background with what you currently do. And everyone here in this room's got something that you're certain with because if you haven't you wouldn't be in this room because you'd be lacking the certainty enough to be in this room. Does that make sense? [General assent] Because you wouldn't have said yes to yourself to do the program and do Pro and all the different things you're doing. So you've got certainty there to a certain level (1.24.12) to a certain level, your certainty. And how you combine it with what you already have – and I believe that all of the stuff that

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Sharon has for you can fast track that. Fast track doesn't mean short cut, it just means that paying your dues is smarter pay rather than dumber pay which is on the wrong horse. And you can have the sacrifice balance. I was out in the morning. I'd be out – it'd be weeks sometimes I wouldn't see my wife. I'd have to sacrifice things to make it happen. I'll go through (1.24.44) just talking about my family the way I do in the time I have. Does that kind of make sense? [General assent] Joe, can I thank you for sharing this experience because it's kind of telling everybody else in the room be vulnerable or if it's something you're trying to give and it doesn't happen, it doesn't mean that you have failed, that you become stronger next time and (1.25.11). The actual – the message I learned from and I got is that it's not about how many times you drop off or you fall down, it's how many times you get up and go on.

So just like a baby, huh? Yeah, totally, totally. That's a good point so thank you for that. What other messages are you getting from our last hour together? It reminds me a lot of the things that you mentioned during (1.25.33) spouse about feeling it and doing it well.

Yes, yeah. Well, it's the conversation-----

Yeah. So if you're having a moment where you're feeling sorry for yourself then do it thoroughly, do it well. And get it over with.

Totally. On your own where it's not hurting anyone else and then get on with it. Like, I had a morning – I remember – this is going to sound ridiculous – I remember a day last year where – because I'm pretty happy most of the time kind of thing because, again, it's one of the things I've worked for. But last year, I remember there was a – actually, I remember the most vulnerable time most recently was 2012 because I had things going on with one of my boys and whatever else and just some challenges with my work and things. And, geez, there were many mornings where I woke up feeling sorry for myself and I just made sure that I got that out of my system before I went out into the world that day. And it took a couple of hours of staying in bed and crying, then so be it as long as the kids didn't see me and say, “What's wrong with Dad?” You know what I'm trying to say? So you've got be very strong with that. And then, when you're out there, you're equally as strong the other way. Very important because if you don't manage yourself emotionally and don't let it out, it's going to creep up in the most inconvenient times. [Laughter] Yeah.

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What other messages are you getting from this? Just the consistency, too, Joe. You know, consistent re-learning, consistency of putting yourself out and be consistently growing all the time because it's not assured and we all know that. And it's good to hear that it's taken you and Sharon still that long to get to where you are. It's not – it's never been overnight but it's consistently doing all of that stuff all of the time that will get you there. And that, to me, is such a big thing that we can see where you guys are and to be able to go through the steps and consistently do what you do, to know that that's where we can be, too.

Yes, it's discipline. It's our discipline as well. And it doesn't end. It doesn't end. It doesn't end. You never arrive. You know what that means, right? You know at intake, if you allow yourself to arrive, it means you have now become super wanker. Do you remember? You don't arrive. You're always, always, always looking for other levels. But that's also good because you're going to be at that next level and then we're going to be moving towards – we're always going to be-----

Totally. My dad was in business for 34 years as a car mechanic or (1.27.55) mechanic. He said to me, “Son, no matter how good you think you get, there's always someone f***ing so much better than you.” And then obviously the opposite is true as well. If you've got a bad situation, there's someone worse. But it's always just continually expanding. I'm still investing time, energy, money in selfimprovement, always, always. What else? Yeah? I'm going to stand up for this one because I don't know how many of you were on the mentor session last Wednesday. Raise your hands if you were on the mentor session last Wednesday. I'm dead. I'm the one that Sharon turned around and said, “I'm just going to take you off mute.” Yeah, yeah, do that Sharon. No worries. I'm sacrificing balance. The last four weeks, five weeks, I've travelled to WA three times, Sydney once and Tasmania once and I'm finishing up here at 3 o'clock on Thursday to travel back to WA. The disruption in my family brought me to the question that I asked on that mentoring session last Wednesday. The whole imbalance of the family is exactly what this is – this is what you've been saying. I could have easily just turned around and gone, “You know what? You're not getting on those planes. The kids are suffering, the husband's suffering. It's all just too hard.” But I've made a decision that – I talked to them about what was going on and how I felt and I'm still getting on those planes so it's only been in the last four weeks so, guys, you know, just push through it. Just push that little bit.

That reminds me of an intake I ran whenever – earlier this year, it might have been late least year, I can't remember. It was many months ago. And this fellow came to see me on the Saturday night, like after the coaching and everything. You remember day two? Everyone's done their first coaching session and he said to me, “You know, Joe, I want to go to (1.30.03) I wanted to do the Master Coach.” He said, “I want to do the Master Coach.” And I said, “Fine, just go and see the (1.30.08), they'll take care of you.” He said, “But I'm not ready yet.” I said, “How do you mean?” and it was similar issues. I said, “So when is that going to change?” I said, “It's going to actually get worse so if you're waiting for

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that to change, you will never do this.” And I said, “I'm not telling you this so you can do the upgrade. I'm telling you this is the reality of life.” Yep.

“And the other thing is that your family, like my family, wants us to be their heroes. And I don't mean look-at-me heroes, I mean to be wonderful examples of people who are living their mission, living their passion, who are good at something, who have got discipline, who will sacrifice temporarily for the long-term gain. Nothing's going to change.” Now he actually did not upgrade at the end and he said to me, “I will when things change.” I said, “Mate, you're not hearing what the f*** I'm saying. I'm not just telling you this now just for the sake of this conversation. There's 10 years of echo behind this.” So the sad thing is, I know that I'll never see him again and then his world becomes this, he'll start blaming the course or start blaming the externals in terms of why he can't make it. So remember this guys, is there nothing – busyness and – we're all busy, it's 2015, right? Everything's so much faster now. We've all got lives, relationships, kids, businesses, employment responsibilities, all these things. We're always going to be busy. It's not going to get quieter unless you go for the f***ing mountain top, sell everything, get naked and stare at your naval for the rest of your life. Now I've done that. Not sold everything but I've spent weekends and weeks and things doing stuff like that and it's wonderful, it's important. For a month, that's it. You have go to come back off the mountain at some stage and face the fire of responsibility. So that's a really important message is that there has to be some temporary upheaval for long-term settlement. John? Yeah, what you mentioned about the grieving, that's (1.32.22) strategy around that. Recently, a village that I'd put a lot of heart into, it all was wiped out and it took me out for three days. And I think when we're doing this for our business, we want to give as much heart into it as we possibly can and really show up and then the grieving, to have a strategy around that and be okay about it is what I got out of what you shared.

Cool. Thanks, John. Thank you. Yeah? How are you, Joe?

I'm well. Thank you very much for your sharing. It's good. One of the things that I took away is that using the horse metaphor. And if we trust the horse that we're on, that's an external trust and yet by being on the horse, we learn go trust ourselves internally.

Totally. And it's through consistent action----And through – yep.

–---through consistent action that you learn to allow yourself to trust yourself because consistency was trust. So consistency was trust. You're saying, well, now I'm worthy of trust of myself, your market now is going to trust you, whatever that is. How can you be trusted if you're inconsistent?

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That's right.

How? If you can't trust yourself to follow through on – that's why the marathon is such a powerful metaphor. Even not touching the f***ing chocolate until after the race. But, listen, that's the thing. It's the little things that are the big things and the consistency. So then you start building a reputation with yourself that says, hold on a minute, I know that I'll be there no matter what. I know that I'll keep showing up. I know I'm one of the most consistent human beings on the f***ing planet. I know that I'm worthy of trust, I know I'm worthy of love and I know I'm worthy of anything coming my way. When that oozes through the fibres of your being, you don't have to say anything. People just know that and they trust you and they come to you - does that make sense – when you go out there. [General assent] So like if you're sitting at home going, “I'm thinking of coming (1.34.12). Yeah.

I did that once. Before I learned coaching we were working with meditation. It was wonderful, I loved it, it was phenomenal. Yes, and we actually did this. We sat in a circle and meditated for the phone to ring and people to come. We did that. Now when you combine that with action. Wow. Like, when the phone rang, I thought, see, it's working, one booking in three months. Sheer fluke. See, that is being essence combined with action because we live in a physical world with physical laws. We can talk about spirituality and being an essence, which, to me, is everything but we've also got to abide by the physical laws and that is we've got to get out there and do s*** and, combined with what you bring, wonderful. Do you get that? [General assent] And that's when they'll come but you need to demonstrate to yourself that consistency and that trust even when no-one can see (1.35.21) in, like, you don't (1.35.25). Does that make----[General assent] Like, this is the irony, that you, as a group, are one of the biggest inspirers that keeps my standards high because I'm always in front of you as an example. It's like, well, if I'm going to be an example, I need to be an example, not just through what I say and stuff but I know what's going on behind the scenes. Does that make sense? [General assent] You're not touching the chocolate in a Berlin hotel with three days to go before a marathon. I thought – when I say, you, not you literally but I thought of you as a group going - no, they'd be disappointed. “Oh, no, Joe, rah, rah, rah.” No, no, you'd be disappointed so I'd be disappointed so let's just not do it. And that's totally after the race and we did with shiraz and everything and on and on, schnitzels this big. It was fantastic. Any other messages that you want to share before we wrap up this session? Thank you.

We've got three here. Ange, Christiana and Kelly. Go.

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One of the reasons why I feel that you're so successful is being – what you said earlier about contextualising to the market in front of you.

Yeah. Mmm. Being able to apply what you're teaching to the market in front of you. And one of the hats I wear is I'm a barber and since doing the trainings, my retail has more retail has more than doubled in a month and that's good because I'm focusing as well.

Yeah. And everybody's happy, the whole win-win-win situation, good for me, great for my clients, awesome for my boss. So that contextualising, apply it to wherever you are (1.36.56).

Was that an outcome that you expected when you started doing your course? I didn't want to keep doing the barber-----

So this is a very important point. So many people start getting results and shining the areas of life, the very area that that they wanted to move away from. Yeah. Yeah. Yeah.

And I say go with the shine. Rock on because (1.37.14) know where that's going to lead. So you can't be in control of your future because you can't be in control, you don't know. If you try and control your future with 2015 pills, as you've heard me say so many times - you can't predict where you're going to be in 2025 because we can't see it. We can only see 2015. You can only see up to Christmas. There you go, that's as far as you're going to let you go. That's it. Beyond that, you don't know so you don't know where this could lead. Shine where the light is because that's where your soul is. Your ego says, “No, f*** that. I've done barbering for 27 years. F*** that. I'm going to go and do this.” Yeah, well, go ahead and do that and stretch the cord between your ego and your soul and you'll get to a point where you'll experience so much pain and now a mid-life crisis comes and depression's just around the f***ing corner versus, you know what, they seem to love me over there, I'm finding work going over there and I don't know what it is but everyone's floating on air there because of what I've become, go with your soul, dude and follow that and then bring all the models. Yep. Yep. Mmm.

Do you get it?

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[General assent] Love it, Ange. Great example. Thank you for sharing that. Christiana? Thank you so much for sharing your story, that's been really inspiring. And I've heard it before. In the course, you talked about the real statement, what you taught them. And what's been quite strong in my journey as a coach coming through is vulnerability and authenticity and I've been working in my coaching sessions a lot on breaking down the walls and more coming through of me. I can love here kind of what you do in that course, teaching people about love. And you're a great model to get to that stage of self, of being so vulnerable and authentic so you and teach that to others and that's really profound so thank you.

Thanks, Christina. I appreciate that. Thank you. Cal? And probably a response to that, too, that emotional maturity of being able to place yourself in front of SB as a mentor, to be able to let go of that level of ego to keep improving, that level of discipline and putting yourself out there. I find that really inspiring so, yeah, thank you for sharing that.

You're welcome, thank you. I've got to go to a date night. [Applause] Sharon asked me to send you off on a half-hour break and then she'll complete the evening for you, okay? Enjoy your break, guys. I'm going to hang around for 15 minutes. I know a couple of you wanted to talk to me so 15 minutes. I really do need to go, I was meant to finish at quarter-past 5.00. Thanks, guys. Thank you, Joe.

[End of Recording] [1.39.47]

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DAY 1 – SECTION 4 Hey everybody, how’re you doing?

(Shouting from audience) How was Joe Pane.

(Shouting from audience) What were the highlights of what Joe shared? Can you hook me up please with the highlights?

Well, he shared one of his stories, (00:00:56) basically that it doesn’t matter how many times you f*** up something, that it’s just getting confident (00:01:02). Good. Who agrees with that?

All: Yes. Me. Great. Who else? Yeah.

(00:01:10) family and relationships and love, and it gives you confidence, and he explained that regardless of what you can’t (00:01:20) that remains constant. That was a bit of a highlight. Which is what the whole morning was about, or the first part of today, is who are we going to be in this journey? Not what are we going to do or get, who are we going to be when we turn up. Good, great message. Who else please? Yep.

Grieving. Grieving. I need more than one word. I have no concept.

Grieving, rejection and failure and you know, how you don’t get what you want when you put in the hard work, and allowing for that. Yes, yep. And then getting up-----

Getting up and going again. Doing it again. Wonderful. Who else? Yeah.

As a rookie coach, trust the process and then trust yourself. Yes. Believe in the process that we give you, and then from that your trust in yourself will grow. That’s exactly how it worked for Joe Pane, exactly how it worked. Yes.

Basically the message was listen to you and do exactly what you say.

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Did he say that?

All: Yes. I owe that man a chocolate. Good man. Well, it’s worked so far for him, he’s kind of (00:02:24). Anyone else? Yeah.

Living your dream is not for the faint of heart. I love that. That is so true. I would go further and say living your dream is not for the faint of heart, and make sure you’ve got people around you who have got strong hearts. Because every now and again you need someone to stay “You know what, you’ve still got this. That was a bad day, but we can learn from this”. You need people around you who just see another level of you that maybe you’re not seeing. Did he talk about that? That’s a really important message that Joe and I share a lot about our mentoring relationship. A lot of my job for people is to see in them what perhaps they’re not able to see today or access today. And it may be, I’ll know if I can do it, they’re feeling their heart’s small, but I can see the big heart, they’ve just got to get through this. And then you become the person you need to be, and you never have to worry about that again. It will still happen, but you’re now, you can handle it. So a lot of it’s maybe not being strong all the time, but having someone around you or people around you who are strong enough for that journey. Because they’re miles down the road, they’re looking back going “Man, you think that’s a challenge? You ain’t seen nothing yet”. Like let’s have chocolate now, but let’s prepare you for the road you’re heading down. What else? Yeah.

When you’ve paid your dues, the internal uncertainty catches up with the external certainty that you’re projecting. Huh? The internal uncertainty catches up?

We talked about you might be showing certainty on the outside, but on the inside you’re feeling----It’s “Holy f***”.

Yeah. Did he say that? Because it can be.

Yeah. So the more you do it, and keep doing the do, that catches up. Wonderful. Yep, good. Who else? Yeah.

To use the experience of what you’ve got already and to add on (00:04:08) to where you’re already experienced. Yep. And I’m sure he would have talked about relying on what’s available to you. Just relying on what’s available. You guys will do great if you do that, relying on what’s available rather than thinking “I’ve got to find a new thing, invent a thing, I’ve got to do something from scratch”, just do that, it’s what Joe Pane’s done all these years, and it’s really working for him.

Believe in the process and believe in yourself.

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Yep. So I always tell everyone I mentor trust in the process until you catch up. You’ll turn up, but in the meantime just trust in the process.

The little red, you know----“I think I can, I think I can”. We need an accent when we say that. Thomas the Tank Engine said it with a Lancashire accent, didn’t they? So blank looks, thank you everybody for that connecting moment. I felt the love.

How do you know that Sharon? How do I know that? I have no idea. I don’t know.

I know about it, I know exactly what you’re talking about. Well, it’s been (00:05:09) because I’m maybe older than they are, but that’s another conversation. Can we switch gears? Yeah, my apologies, please.

I love the fact that you don’t ever arrive, just to keep learning, to keep showing up and (00:05:20). Yes. And maybe the business doesn’t have to grow, but you grow to be able to do it in more depth and more thoroughly. I think a lot of what we’re doing in our business is backfilling. Like a lot of what I’ve shown you and what Joe’s talking about, the programs now that we have and the systems that you can access, it’s more us just taking a pause, but it doesn’t have to be more is better, doing what we have better is kind of the point sometimes as well. And it’s not a plateau, it’s “Hang on, let’s just pause, what can we backfill? What can we add?” instead of going, chasing, just keep going to the next, the next, the next. So those programs, those products we’re talking about, they’re all the backfilling we’re doing, and we’ve been doing for a couple of years now. I have worked my butt off for the last two years. Just when you think “I’m doing pretty well”, okay, build a whole program from scratch. So they’re my weekends a lot of the time, is building programs. Anyone else that (00:06:11) content? Yeah, thank you.

Emotional adolescence is about significant, and emotional adult is not. I really love that. Yep, I love that. Just struggling with the context in which he shares that, I can’t remember. Yeah, but all of us have a level of immaturity in some area, and that’s why I was so tough on you guys earlier about sales, because oftentimes it’s the very thing that our communities are not as adult as they need to be, and my message is “Grow the f*** up”, because you can’t stay waiting to be rescued around some things important as sales, or something as important as having a system. No one can rescue you and deliver the money to you. If you’ve got something of value, you must be able to create the exchange. Is that making sense guys? So that’s why I’m so tough on that, because often emotional adolescence in our community is around the very thing we’re talking about this weekend, it’s creating opportunities to exchange value. And it’s like “Oh, it would be fine if I could do it for free”. Cool. Can we move into the next gear? We’re a little bit behind, but we can do this, can’t we? Can everyone please put on their racing hats. Obviously you know that the colour-----

All: Red.

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Of course, of course they’re red. Didn’t even need to think about it. Now I want to share with you the model we’re going to be looking at together for the next two days. Can you believe it’s already 6:00 pm? I am completely staggered. And I just want to thank everybody for taking the time to come up and share their appreciation of this training and what they’re getting out of it. I really appreciate it, thank you. So let’s have a look. Let’s have a look. So what I’ve designed, there are so many steps involved in being good at marketing. I got up to 30 steps and thought “Maybe I need to get a system going for this”. So I’ve broken it into three steps for you. And if you’ve been in my Metadynamics class you’ll know that I think of everything in terms of categories. Does anyone remember those conversations? Can I have a yes?

All: Yes. Yeah. If you haven’t been in the Meta-room you wouldn’t know, but Meta 1 is all about the categories, and if you can categorise something and then put all the subcategories under it, you can remember a lot more than if you just have random 27 ideas. So we have 27 ideas to cover in the next two days in this little bit of the day. But if you see all of them under the three categories I’m going to give you, it suddenly seems manageable. So the more you can organise your thoughts around this, the more you’ll be able to access the material. And I know some people don’t have any system, they just have a bucket full of stuff. Maybe you’d want to work with someone in the room who’s done Meta 1 and has done my categories or learning strategy, and just get their strategy. Who has that strategy in the room? Yeah. So it’s a big crowd. There’s lots of people in the room you can tap into if your strategy is “I get content and I throw it in the bucket and I fish around for it later”. Anybody here? A couple of people, yeah. So maybe hook up and get the categories so you can be organised. So these are the three categories I want us to think about. I want us to think about step one, and every category is as important as the other. And we’re all going to be rushing to attractions, “I want to attract clients”. But if we neglect step one and step two, we’re not really going to get the business booming. Can everyone believe me on that?

All: Yes. So step one, awareness, and we’re about to get into that now, is looking at who we are, who we need to be, for our market. And if we don’t know who to be for our market, we don’t know how to lead that market. If we can’t lead that market, they cannot invest in our stuff. Is that just making really basic sense? Yeah. So first step is where you’ve got to be very clear about how we’re being perceived in our marketplace, are we clear on our market? A lot of us are not. Do we know what the market is delivering right now? We’re going to look at all of that this afternoon and tomorrow. And I’m going to give you guys some great handouts to go and work on this evening so you can figure out, there’s literally three handouts here that go step by step by step answering the questions, it’s just an entire blueprint for you. So step one is about how are you perceived by your market, and how is your market perceiving you, that exchange of trust, is it there? And most people have never even considered the question. They go around going “I hope people buy my stuff”, and that’s it. That’s why I think you need to have interest, desire and trust before you can move to exchange. What do you guys reckon?

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All: Yes. Once we’ve got awareness, and there’s some great exercises coming your way for that, then we’re going to look alignment. So this is who I am, this is the market that I’m going to and I’m a match for it, once we’ve got that clear, then step two, alignment, is “Okay, so this is what the market’s going to buy from me. This is how I’m going to get them interested in me, and this is how I’m going to get them to opt in for me”. You don’t have to write any of this down. Just enjoy the journey. There’s handouts like you would not believe. Just enjoy the journey. And if you’re busy writing every word, I can tell you now, you’ve got a bucket strategy for content. You’ve got to get ideas going with me, engage with me, treat me like your market. And all I’m doing is seeing the tops of your heads, I’m thinking “Really?”. So bring it to me. So the first part’s who are you and who are they? The second part is what do they want and how are you going to get it to them. And then the third part, attraction, is how are you going to convert them, delight them, and upsell them? So they’re the three pieces of the puzzle we’re going to look at. This awareness, alignment and attraction. If you can just remember those three categories, the next bit when we start going to more detail, the transitions. So here we’re just breaking it out. So within the three categories there are three categories. So we’re going to work on the first one, you getting to know yourselves. Then we’re going to work out getting to know the market through competitor analysis. Then we’re going to start looking at well, are you the character for that market, and having some really honest, blunt conversations with ourselves, “Am I a character worthy of leading this market? And if not, what the f*** am I going to do about it?”. Otherwise you’re just going to stay, potentially, and “When’s it going to happen for me?”. You must be worthy of leadership.

I’m loving the be the character. Be the character. We look at four different character types. Then alignment, we’ll look at brand promise, which is the promise of the product, so what are you going to sell them, the promise of the experience you’re going to give them, and how you’re going to deliver it. And every market has different requirements for that, and I’m going to break that off for you tomorrow. Then to content marketing. It’s the latest fab word. I had to get it onto the slides, it’s just so popular right now. It’s basically what are you sharing about you before they buy from you. So who here has a content marketing strategy? Show of hands.

Started to. Okay, not enough. So that’s going to be some big gaps in the questionnaire, and there will be lots of ideas we’re going to share about how to close that gap. We’ll look at how to give the content, where to place the content, how to get in front of people for the content. Because if they don’t get to know you before you ask for their business, probably only 2% of people are going to say yes. What do you reckon? That’s the general stats. But if they know you, like I go to events now, people already know me because of the content we’ve pushed out around the world. So I get “You’re Sharon Pearson?”, “Oh, yeah”. “I saw you sitting on your desk, I really enjoyed (00:14:01), you’re funny”, and they know me,

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there’s a feeling of familiarity, so doing, has everyone seen that (00:14:05) where I’m sitting on the desk?

All: Yes. Yeah, I get lots of comments about that (00:14:07), it’s only been out for a week and a half. It’s almost like the red carpet before I get there. That’s the feeling you’re going for, the red carpet before you turn up, so you go “Oh yeah, I know you, you’re finally here”, and that feeling of familiarity makes it a lot easier to build interest, desire and trust. Then we’re going to look at what probably you thought this training was going to be about, it’s all that (00:14:33) before you can ask for a lead. Who here has ever generated leads without being involved in the process? Okay. So we’ve got some work to do there. So the goal is to get to the stage where leads are coming to you, because all of this has been automated. How would that be?

Online. Yeah, online. Could be offline. Some people use (00:14:56), faxes. Yeah. Who’s loving that idea, that the leads are coming in because all of this has been set up? Thoughts? Yeah?

All: Yes. Then once you’ve got the leads coming in, now we’ve got to move to conversion, the attraction. So firstly we’ve got to know how to get up close and personal with them. Is it a webinar? Is it a one on one? Is it a consult? Is it a workshop? And there’s a whole bunch of questions for you to answer around that. And as a result of that, you need to have a way of asking for the business, and once you’ve asked the business, you’ve got to have a way of asking for more business. Doesn’t that make good sense? How much does it cost to market and convert someone versus converting someone who’s already in the community, and knows you? And all of this is based on a number of premises. One of them is only do business with people who love you. Only do business with people who dig the way you write it. It’s too hard otherwise trying to convince people. And one thing you’ll learn to this training, please don’t try to appeal to everyone. Just don’t. Your marketing must do as much to turn people off as it does to turn people on. Who’s heard of that before?

All: Yes. You have? Oh, awesome. So we had a Facebook ad we haven’t used in a while, and it was me in these leather pants. What do you guys think of my leather pants? Fantastic. And the boots? Yeah, amazing. I actually had a comment from someone, “I’d never buy from someone who wears leather pants in an ad”. Consider yourself deselected. Fascinating criteria though. “I would never give (00:16:29) from someone in leather pants”. I’m like “Okay, if that’s your criteria. You should go anywhere else. There’s 1,012 schools that don’t have their owners wearing leather pants, so it will work out well”. Isn’t that interesting though? And a lot of when we get to character today and tomorrow, we’ll talk about it, a lot of what we do, Joe, I and our team, is this building, is a character. And it helps you know “Is that where I want to hang?”. Now, you had a feeling when you walked into this building, yeah?

All: Yes.

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What was the feeling when you walked into this character, the biggest character we have?

Home. Home. Who felt that when they came in? Yeah, show of hands. Look around the room. That’s incredible. Whereas there’s other schools right now you can go to that have got cubicles, white painted walls, wait, a no personal items policy. It’s helping you guys to know where you want to be. That’s a contrast. Well, you’ve got to figure out what does your market crave, and you better be that, or you can’t be in that market. So you can’t be white, plain walls and no personal items if you’re looking to attract us. We’re turned off by that. How am I doing here? We kind of reject beige. And then who wants to get into on the last day ascensions, memberships, recurring income, leveraged income? A show of hands? Yes. Fantastic. So now we’re going to break it down into more detail. So again this is where we’re heading ultimately, but I want you to (00:18:14) parts of this. What is this? Isn’t that fabulous. That was the important thing. So now the three have become three, which have become three. And that’s how we get to I think it’s 27, or s***loads. Which number should we go for?

All: S***loads. S***loads, yeah. And that’s what we’ve got to do. They’re all the steps that we’re going to be sharing over the next two days. And that’s why I say you’ve got to have a mindset that’s ready for the tool, because otherwise the tool is just going to sit there on the PowerPoint. Are you guys digging this?

All: Yes. So firstly, we’re going to look at knowing yourself. You’ve got to be clear on your goals, your desires, your roadmap. What’s life mean to you? And if you don’t know that, your marketing’s going to suffer. Because you’re just going to hope to have clients. That’s a big ask, isn’t it? When you’ve done that, you’ve got to know your markets, you’ve got to know what your competitors are doing, you’ve got to know your avatar. I love teaching avatar. Love it. And you’ve got to know where they hang out. A lot of people try to go into markets where people aren’t hanging out. Like a lot of people want to go into the coaches, they say “I want to coach single mums”. They don’t hang out. They don’t, they don’t congregate anywhere, you can’t reach them. Is this a conversation I’ve had with you?

No, no, it’s so true though. It’s hilarious. It’s true, and if you can’t reach them, you can’t what? Sell to them. And then we look at the four ideal character types. And I just want you to get the important significance of part one, you being who you need to be to be attractive to this marketplace. So if you feel “Well, I’m not that attractive to people around me”, let’s do something about that. Or if you’re not coming across the way you believe you would like to be, do something about that. But you can’t sit in beige and be good at marketing. You cannot sit in beige. You cannot be an audience member, I don’t mean that metaphorically, and expect to be on the stage. There is a choice you have to make as a marketer, you’re either there, or you’re here. And you’ve got to be willing to be here and know what that means to your marketplace.

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Then once we do that we’re going to get into the content and help you guys start thinking about the product you could have. Then we’re going to talk about how to deliver that content, breaking it up and giving it to your marketplace so they can learn to love you, or say no to the leather pants, either way. Then we’re going to start generating some leads, and as a result of that we can start getting to the sales process. So how’s that looking as a bit of a plan? Yeah. Everyone watch the screen. So this is what we’re going to do first. We’re going to get to know you. Now, I think we may do the handouts, if we could, start filling up your book, what do you reckon? Let’s do that. Here comes part one now. We need elevator music or some music. So as I said, at the end of these three days you’ll have complete templates for every single step. So ‘Welcome to the Adventure’ goes in first. ‘Welcome to the Adventure’ goes in first. And then after that ‘Awareness, Know Yourself’. Has everyone got that? (Papers distributed) So have a bit of a glance at the goodies coming your way, and see it’s in three parts. ‘Know Yourself’, ‘Know Your Market’, and then the final one is ‘Character Match’. Is everyone seeing the three parts? Isn’t it epic? So this is the exercise you guys will be doing tonight in preparation for tomorrow. Firstly, you’ve got to know how to be attractive to your market. So let’s talk about that. Who are we attracted to? This won’t be in your notes, this is exercise for you to do tonight, (00:24:15) business. Yeah.

Consistency is. So who would agree consistency is attractive to any market? Can I have a yes?

All: Yes. Great. What else?

Certainty, fun. Certainty, and you can have two for one. Who agrees certainty and fun?

All: Yes. Not to every market by the way. Certainty is attractive in certain ways to some markets. In some markets it’s perceived as arrogance. Yeah, so level two (00:24:43), generally they perceive certainty as quite arrogant. Yep.

So inspired. So inspired. So how do you become someone who’s inspired? How do you get perceived that way?

By responding to other people with gusto. Gusto?

Listening to them, being somebody who takes value out of every conversation they have.

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Okay, yep.

Putting other people first. Putting other people first, good. What else makes someone inspired?

Setting by example. Setting example, that they have solved the problems the market has.

Getting more value than (00:25:28). I obviously said something for a reason. What I just said is the point. To be attractive in a market, you must have solved the problems that market has. That’s why I keep saying to you, in our community please don’t ask me about your (00:25:51), a lot of people say “I want to go into relationship coaching”, “How come?”, “I’ve got a s*** relationship”. “Okay, so that’s probably not the criteria on the ‘let’s find a niche’ class”. Fair call?

All: Yes. If you have the problem, you cannot lead the market. You’ve got to solve that s***. So we need to have goals, beliefs and values that are clear (00:26:17). This is where we really get into the psychology of marketing. What we care about must be what our market cares about. We for example can’t be all about the money, as a value, and goals, if you’re in a spiritual space. A bit of sound effect, just so I know you’re following?

All: Yes. We can’t care about love and connection and care and compassion, and go into the martial arts open fight market. I’m spelling it out so you can see it. We have to dig and get what they care about. And that’s why I keep saying you’ve got to be so obsessed about your market. You’ve got to be so obsessed about what they care about. That’s why I gave you the feedback. Does that make any sense now? You’re obsessed about what you care about. Tell me what the market cares about. I want to hear about that. You’ve got to know what they care about. Now, the way I’m doing this, is I’m going to get you guys tonight to answer all the questions in the section I’ve given you, especially section one. Get clear on your values, your beliefs, and your goals. And wherever there are the gaps, work on that s***. Get a coach, whatever you’ve got to do, change it. But then what you’ve got to do is find out who are leaders in your market and find out what their goals, beliefs and values are. And guess what you need to match yourself to? Theirs.

Even if you don’t believe in them? Well, you shouldn’t be in the market. If they’re successful in the market, and their values, beliefs and goals are a match for the market, and yours are not, don’t go in the market.

It’s alright, I realised you said “If they’re successful in the market”.

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Yeah, I did. A leader in the market’s successful in the market. How are you guys digging this? This is marketing. This to me is the only bit of marketing that matters. Lead generation is easy. It’s called an opt in and it’s done through Infusionsoft and all you do is pay someone $20 to do it. This is the bit that actually matters. So if you don’t know your goals, beliefs and values, you need to. You’ve got to do an honest assessment. Okay, am I match for this market I want to be in? Is this what they care about? Is this what they obsess about? Is this what they’re striving for? Is this the type of day they’re wanting to experience? It’s all there in the questions that you’ve got in your manual. And if it’s not, why do you want to go into that market? You’re just setting yourself up for a world of pain. Because you’re honestly going to get “Yeah, it’s not really me, I can’t really tell you why it is, it’s just not me. Don’t know what it is, just something about it. Yeah, I don’t know if it’s the right time”. You’ll get that all the time. In most markets it is enough to be certain, warm and passionate.

That’s the shortcut.

It’s not

everything. But to be certain, warm and passionate is a lot more than what most people have. Do you know what I just said? It is a lot more than most people have.

Wow, that’s sad. Interesting. So you’re going to do that, you’re going to work on knowing yourself, and then what I want you to do is have a look at the competitor analysis I’ve given you. You’ve got to really figure out who would be attracted to you based on your goals, values and beliefs. Be really honest about it. Who would you attract? Who are you attracting? And if you’re not, that’s feedback. You need to get clear on your goals, values and beliefs, and live them, it’s kind of the point. Alright, let’s chat about what we’ve learned so far. What’s coming up when you hear about knowing yourself and figuring out are you worthy of that market? Yeah?

I have a question, (00:30:54) when you mentioned there’s some companies or industries which (00:30:58) not positive? I didn’t say that, I said arrogant.

Arrogant. So can you give us an example of which companies that might be, or which industries that would be? So I don’t tend to go along to mind, body spirit festivals and speak to the group that are into the psychics. I’m reasonably confident that I’d be perceived as arrogant. Not really going out on much of a limb right now. Quite certain. Which is very arrogant of me. That would be the market. Yeah, put me in front of a very spiritual market, that’s all about “Yeah, it’s got to feel right, there’s a sign it will work out”, I tend to be perceived a certain way. That would be an example. Can anyone else think of an example? Well, Tony Robbins is perceived by a lot of Australians as being super arrogant. He’s just really certain, and with an American accent, with the biggest head of anyone I’ve ever met.

Big teeth too. Big teeth. Have you noticed the size of the teeth? But that doesn’t make him arrogant. And maybe he is arrogant, but the perception is because he’s so certain, and with an American accent, he’s arrogant.

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That’s another example. So it’s very easy to reject the messenger and not hear the message because of that perception. Now, he shouldn’t change a thing, nor will I. We know what market we want to be in. I have done all of this analysis, I’m very comfortable with the space we’re in and we’re a good match. We should always be together. It’s not an effort for us to hang out. But you’ll know when it’s an effort, when you feel you’ve got to tone yourself down. Anyone been in that position before?

All: Yes. You know what I’m saying, that feeling “Yeah, I need to tone myself down, they can’t quite handle me”. How am I doing, chicks?

All: Yes. Yeah, yeah. “Do you always come on so strong?”.

You should swear less, Sharon. Yeah, totally, yeah, let Gary do the swearing, yeah. Or Tony. Or Tony. So it’s that, it’s the space where the judgment, because you’re a little bit too big for your boots, yeah, that’s what I’m talking about. And I’ve experienced all of this. And I just think “Yeah, it’s okay, we’re probably not going to do that much business”, I’m reasonably confident. Who else has had an experience of that since they’ve started this journey? You have? A show of hands. That’s a huge number of people.

Can I just ask, would it be some, would it be because they are uncertain on what they give, and they don’t have that developed confidence in that (00:33:37)? Total uncertainty within themselves. So insecure people perceive certainty as arrogance.

Exactly right. Yeah. So be very mindful of what market you’re going into in terms of bad conversation. So the more insecure the market, the less capable they are of having a sales conversation and paying money, because the more insecure they are, the more insignificant they feel, the more they feel people are out to get them.

Because everything looks intimidating, everything looks too big and too much,

everything’s overwhelming. So it’s easier to judge it, to reject it, than to say “I need to look at myself”. And by the way, that’s not a market, it’s just pain. Don’t go there. “Oh, but they need it the most”, you say. Only sell people what they want. You teach them what you need, but you sell them what they want. Your need to sell to a market like that is about you. And how many times have I said now, marketing’s all about (00:34:36) the market, it’s not about you. You can never succeed in a market where this world is needed. You just can’t succeed in that market. They have to reject it because of their own mismatch to your values, your beliefs and your goals. There’s nothing aligned. So you can’t be sneaky about this. What you truly hold to be true will reveal itself in your marketing. This has got to be the truth. Marketer, know thyself. Face your s***. Deal with it, whatever you’ve got to do, but the market always knows. Whenever we bring someone on board here (00:35:50) it’s a sales member. If they can’t do it, they can’t attract you guys, it’s because of this. They’re not attractive to you. You sense without anything being said, it’s not like we’re discussing our values, our beliefs or our

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goals. How am I doing here? You didn’t phone up and ask, but you sense they’re not a match. You don’t even know how. But it comes down to in the conversations you have. And you share an insight and the prospect goes “Yeah, no, I don’t really believe that”. You’re done. Or you share an insight in sales copy, “No, I don’t believe that”. You’re done. You can’t hide behind polished copy. You just can’t. It’s got to be real. And they’re going to read it, and they’re going to sense whether or not you’re really coming, who’s read fake copy before? Who’s got an e-mail before and it’s like “Man”, and delete, who’s done that? Show of hands. Not all of you? You’ve never received an e-mail with marketing copy? How lucky. You do, yep. I just asked, you never put a hand up, like you’ve never received a phony e-mail from someone? Show of hands. Who has received this? They’re trying.

(00:37:00). Of course. But have you received them, was the question. So we’ve all received them. And what do we think of that company after that?

Junk. Not a lot really. That’s it. Junk, yeah, what else?

No respect. No respect. “They’re just trying to get something off me”. Isn’t that how you feel?

All: Yes. So if you know now what you stand for, and it’s solid and that’s where you come from and you market that, people who have that as well, they going to want to be with you, because they identify with you. Is this cool? So you’ve got to know yourself. Then you’ve got to ask, and you’ll go through this exercise tonight, who are you looking to attract? So you’ve got your goals, your beliefs and your values. But is that a match for the market you’re thinking of going into? So there’s no point in saying “Sharon, I think this is my niche”, or “This is the business I’m going into”, I’m going to say “Tell me about their values, beliefs and goals”, and most people look at me blankly and go “I don’t know”. Well, until you know, you don’t know if you can go into that market. Yeah.

So it’s pretty much you figuring out yourself, and then finding the market that aligns with that, is that it? For me, it was figuring out myself and then realising I had to change everything about myself. Oversharing? Yeah. I had to redo all my beliefs, my values and my goals, all of them. I had to redefine myself.

Wow, yeah, high five.

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Yeah, exactly, thank you, and I did it. It took me two weeks and I cried a little bit, only a little bit, really, you can still love and respect me in the morning, I cried a little bit, but I had to do that, because everything I held true was s***. Yeah. Thank you for listening. So yeah, who was I looking to attract? At that stage anybody. So my standards were so low I attracted guess who? No one. My standards were so low I attracted no one. Quite rightly. Quite rightly.

Do you mean your (00:39:06)? From everything, the planet, me, you name it. Who I was, who I was going to be, what’s the point, blah, blah, blah. I had to recreate myself. I had to recreate myself. You don’t get an opportunity, you don’t go from suicidal and get an opportunity like coaching too many times in your lifetime and think “Man, you know what, I’m just going to let this one go by”. This is kind of the one. Don’t you reckon, if you’re in that state of mind? Coaching’s kind of the path, wouldn’t you say? Yeah. So I hung onto it with both hands and just redefined myself. So does that answer your question? So for a lot of you it won’t be “Oh, what’s the market that loves all this?”. When you start this journey a lot of it is “You know what, that’s not really going to be that appealing to too many markets. And the markets it does appeal with, I don’t want to do business with them”. I want you to get to that if you need to. You know what, if I’m looking for people who match this, I actually don’t really want to hang out with that anymore. How am I doing here? So thank you for bringing that question, because that’s bringing into real sharp focus the journey you need to have. And if it is a match, kudos for the work you’ve done, and the person you’re becoming and where you’re heading. But for most of us it is an uncomfortable journey down “Well, that s***’s got to change”. Turn to your partner and say “Fair enough”.

All: Fair enough. Please, this is really important conversation. Go.

Yeah, just in the context of as you know that we’ve all got different battles, and you sort of talked about a lot of us being in the position of just getting as much exposure to coaching as we can. While we’re working through this exercise for the process of this and obviously for our future, can we do our dream, would we do our sort of dream market? If you just do that, do it as a generalist.

So my avatar is a generalist? Yeah, I did $1 million as a generalist, so yeah, you’ll be okay.

If you think either you have no idea of something more specific for this purpose itself----Well, do both in that case. But please at least give yourself the benefit of doing it for real, where is your next dollar coming from exercise, like really, if your next whatever amount of money rested on this, where’s your market. And are you worthy of them? Rather than a dream, which is more escapism, “I’ll get there eventually”. No, f*** it man. “I have to do $100k this year. Who do I need to be, and where the f*** are they?”. Make it that real.

Alright, thank you, that’s great.

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Do you love that? Make it that real and upfront and personal.

Yep, thank you. Now then what we’re going to do, is this making sense so far guys?

All: Yes. It’s a bit of a tapestry unfolding. And then we’re going to look at the competitor analysis and look at who else is attracting them. So if you’re a generalist wanting to work as a success coach, or a success strategist, whatever the terminology is, who else is attracting them, and all of a sudden I’m getting excited. What do you reckon? Yeah, because a generalist coach, generally what do they go out with? What do they say is their point of difference? That I’ll tailor make a solution. Well, what if we could do better than that? That’s the way we’ve got to think. “So that’s what everyone’s doing. That is the last thing I am going to do”. And whatever you see everyone in your competitive space doing, if they’re all offering it, you’re just going to (00:42:32) and say “That’s just for free”. Whatever they put as their showcased coolness, you just say “This is for free”. Love it?

All: Yes. It’s not a big deal. So do you tell them like “Yeah, yeah, this is part of the package”. And what you talk about, what you showcase, is not what they’re showcasing. Yes. Pretty cool? This is just day one. This is awesome. The obvious question is can you reach them? Please don’t do this exercise based on a hypothetical market that you can’t reach because the methodology of reaching them, mind reading, hasn’t been invented yet. If they don’t congregate, they’re not a market. Single mums is not a market. Helping kids is not a market unless you have a way of reaching the parents. And where do they congregate?

School. Yes. So you better have a way to do that. But make it easy on yourselves. If you just started out, please, just do it as a generalist. There’s plenty of business. Like I said, I did $1 million easily in that space. Easily. Falling off a log easy, guys, in my third year. How’s that page sitting with you? Yeah. You guys have gone really quiet, so you’re reflecting lots and thinking this epic, is that what’s going on?

All: Yes. Good. Now, this is the conversation that really matters. And this is where I’d say the majority of coaches let themselves down, or the majority of business owners let themselves down. Beige is elevated to art form in this country. It is. It’s kind of funny, you’re allowed to laugh. That’s enough. Being a character in this country, that doesn’t tend to always draw the type of attention Australians are that comfortable with. How am I doing?

All: Yes. If you dare to be that character, whilst you get some of the unwanted attention, you’ll get more great attention than you can possibly handle, because there’s this whole secret swell of people in Australia craving somebody to give them permission to break the f*** out. Can I have a hell yeah?

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(Audience calls out) It’s us. And we’re a big market. There are a lot of people in corporate beige land going insane. They’re going insane. You are not being attractive to them if you act like them. You’re just not. You’ve got to be left of centre, you can be right of centre, but please don’t be down the middle. Just don’t take the position down the middle. And I’ll talk in a moment about the character types. Then you’ve got to figure out what do you dream about? What do you desire and what’s your ideal average day? Because here’s the punch line guys, and this is the bit I want you to pay attention to. When you do this tonight, do it honestly, but I’ll give you the punch line. What you live as your ideal average day better be what they dream of having. That’s the secret to everything that follows for the next two days. That’s it. That what you live, or are moving towards in terms of your ideal average day in your dreams and who you are as a character, firstly they better aspire to be you, and be inspired by you, and the way you live your life. They go “Yeah, that’s what I want. That’s how I want to live my life”. Is this sexy as?

All: Yes. So let’s talk a little bit about character types. There are such thorough notes that I’ve given you as a handout, please just be with me and don’t worry about the notes. It is so well done. Every bullet point on every character is in your folder. So just be present. So generally there are four character types. One is the reluctant hero. So the reluctant hero character is the person who goes “You know, I did this, and it really worked well, and my friends heard about it, and they just loved it. And they said ‘I can’t keep this to myself’. Now, I’m not really used to doing this kind of thing in public, but I thought I’d share it with you, because it seems to be working really well for all the people I care about, and I’d love to see if it could work for you”. Who’s seen that kind of e-mail? Come on, show of hands, join in. Yeah. That’s the reluctant hero one. Then there’s the us versus them, and “Then the next piece of the copy is this. There are so many people who don’t want this to get out. In fact, a whole bunch of people said I’d be mad to share this, because it’s almost like it’s the secret piece to the puzzle, and by sharing it I’m giving the whole game away”. Who’s heard that kind of marketing? And then the third paragraph is the home town boy done good, which is what Joe Pane is very much. “Yeah, I’m just a regular person. It’s just me hanging out and doing some stuff, I’m not that special, I don’t have any magic powers, I just figured this thing out, I made this amazing discovery and I applied it, and I’m wondering if it will work for you too”. Who’s had that kind of marketing? That’s the home town boy done good. And then the ultimate one is the leader, the expert leader. It’s Tony Robbins. And in your manuals are examples of every single type of character. But Tony Robbins is an expert leader. “I got my s*** together. You should have your s*** together. This is how you get your s*** together, join here”. Have s***, want s***, buy s***. Works for me.

There’s a lot of s*** there.

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Yeah, there is. It seemed it was late in the day, so it was worth it. So they’re the four character types. So based on those four, who do you think you are on those four?

Definitely the fourth. Expert leader?

Well, in my field, not in his field. Yeah, so do it for the market you’re going to be doing this exercise on. Who’s got some insights? Yeah.

I feel I would be Tony Robbins. Expert leader?

Exactly, yeah. So are you an expert?

In my field and in HR. In what you’re doing this exercise with. So when you go home and do this tonight-----

Yes, I will be, yes. Great. So guys, don’t do, in your other world where you feel really safe and you’re paid really well, in this world where you’re having to find a way to pay your mortgage, what character are you? It’s business training, not employment training?

Yeah, I’d probably go for a home town girl done good. Okay, so you need to make a remarkable discovery, and you need to test it, and it needs to work, you need to get proven results, and then you can market. That’s how you do it. Yeah.

Is this who we identify as, or who we’re going to choose? Who you identify as at this stage. And a whole bunch of you should be saying “None of them”. Yeah.

Reluctant hero. Reluctant hero, yeah. Okay. Who relates to reluctant hero?

Yeah. Yeah. Yeah, okay, that’s just the Australian cringe going on, can I just share. So reluctant hero in Australia is a lovely safety path, because modesty, you notice it’s only the women who said they’re reluctant heroes? It’s a modesty trail, it’s “I don’t want to big note myself path”. I’m going to suggest if that’s where you’re at, and that’s the energy you think you are, and you don’t have a booming business, you need to change that s***.

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I’m the fourth. Yeah. Fair call?

All: Yes. Yeah, because it’s probably over needing to understate yourself. And can I just say yes, and yes. How am I doing? Totally.

We know it. Yeah. Anybody else identify? Yes.

I was going to say that I’m home town girl. Home town girl done good? Yep. Anyone else? Yeah.

I think I’m the same. Home town girl, yeah, so you I know what you need to do. Anybody else? None of the guys. Yeah.

I think a home town boy. I agree, yep. Anyone else? Yep.

Home town girl. Home town girl, yeah. You can kind of tell by the way you’re saying it it’s probably you need to do some work on that. Yeah.

Out of curiosity, can you play as your characters, or----I’m getting there, yeah, absolutely getting there. So is this, yeah?

Interesting no one’s said us versus them. Yeah, I will. I am. I nailed that b****. I really do. I totally nailed the market of us versus them. I actually have all four going for me. Yeah.

That was exactly what I was about to say. I’m all four.

You have to calibrate your client at the time, and then decide which one you have to be for them to----Yeah, partly. The first part of the journey is developing the character traits of the characters. You have to actually become, you can’t act these characters. I’m not trying to be all four. I spent 12 years studying this stuff and developing these character traits. It has to be real. Because you can’t hold a space of acting as if you’re someone you’re not. Or you could, but that sounds like s*** to me. What’s the point? You guys have gone really quiet. Is everyone thinking about the character type? Yeah.

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Well, I’m thinking of a story that I have already in me that relates to each of the characters. Great. Yeah. So the ideal is all four, the way I demonstrated I actually had all four there. That’s the way to be.

That’s the most attractive character type.

Which means you need to have discovered or

developed or accessed something super cool, applied it, got amazing results, shared it with some people in a really cool way without charging them, have them rave about it, and say literally (00:52:42) with people. How am I doing guys with the character types? You share it with some people and you sound like a bit of an expert now, and you say “I’m surprised it hasn’t got out before”, which is the us versus them, you’ve done all four. But the idea of the character is s***.

The execution of it is

everything. It is everything. So how would you act if you were the expert leader right now? How would you be sitting? Guys, I’m actually not kidding. You need to be all four. So you’d be sitting up and very alert. If you were the us versus them.

Probably leaning forward. Pardon?

You’d be leaning forward. Leaning forward. It’s never defensive. It’s “I know something you don’t know, because those bastards stopped you getting it”, it’s the opposite of defensive, it’s totally open.

It’s [Gary Bee?], right? Totally [Gary Bee?], us versus them, off the charts, expert leader, us versus them. How would you be if you were the home town girl or boy done good? Be more comfortable. And how would we do the least energetic type, the reluctant hero? “Oh, whew, I can go back to hiding”. So please don’t mistake reluctant hero with the ability to hide and be modest. It is actually a character trait. And if you’re not saying things like “It worked so well for me, and I have to share it”, you’re not being that character, you’re just being modest. Ever had some (00:54:05)? Yeah, thank you. Yeah.

The reason that you get, like let’s say if you’re in the real world, and you (00:54:19) four characters, so if you want to be actually (00:54:22) types of characters, would we give our resource differently from characters to characters? Yes. Yeah, so some markets don’t like the us versus them. And some markets do not like expert leader. So the spiritual market doesn’t love Tony Robbins. It’s a true story. Let’s think of some contrasts. So reluctant hero doesn’t go down well in high performance companies that are all about moving forward, growth and high performance. They find that annoying and aggravating. It’s too low on energy.

Would Richard Branson be (00:55:00)? Reluctant hero? Richard Branson? I don’t think so.

He’s a leader. He’s an expert leader, yeah. He’s definitely us versus them, by the way. He’s off the charts with his marketing us versus them. It’s why he wears a pirate hat uniform and a fake parrot, because he’s

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acting as the pirate, the heretic of the marketplace. So one of the most attractive places to go is the us versus them character type, where I’m not going to, and this is very much the space I operate in. So a lot of our stories and our history and our mythology of our school is around “We could be part of that boring old system, but wanted to give you guys something better. They wanted to hold you back, but we really want to help you guys succeed, so we designed it so you could do that”. That’s us versus them off the charts.

Is that linked to the zig, you’re the zigger rather than the zagger as well? Absolutely. Absolutely. Whatever the majority is doing, I’m positioning TCI as doing something else. Absolutely. Isn’t this fabulous? Who finds this just totally intriguing?

All: Yes. I just love it. Turn to your partner and say “I find you intriguing”.

All: I find you intriguing. So the question was can you change your character from time to time to suit the market, or the business?

The business, for example the industry that you are going to reach. Some industries perhaps Tony Robbins might not be an ideal character for them, or approach, but can you, after researching (00:56:33), try to change your character so that it suits the market, and at the same time----As long as it’s not too far outside of your range. Can you change your character is the question. Only if it’s within your range, within your reach. And that’s why I take you back to step one, you’ve got to know your goals, your beliefs and your values and you’ve got to change them if they’re not aligned with becoming an epic character. So you need to have goals that help you towards expert status. You’ve got to have values aligned with being proud of your achievements. That’s home town boy done good. How am I doing here? You’ve got to have beliefs aligned with being brave enough to say “I stand for that, and they don’t”, us versus them. You must create you in a way that is worthy of me following you. You can’t just have values and beliefs and goals the same as everybody else. That’s called being the market. But to lead the market, you’ve got to step just aside a little bit and think “Well, where do they want to be? Who do they want to become? What do they want to care about? What do they wish they had?”, and that becomes you. Who’s digging this?

All: Yes. Can I get some feedback on what’s going on in your minds? I just want to calibrate a little bit. Yeah.

So my thinking is, looking at this, you’re saying you’re all four, by the way kudos to you for developing yourself that way. Looking at this, I can do three of them, and I do three of them, I can see them, it’s great to actually (00:58:04). Reluctant hero, I’m wondering how did you tap into that for yourself? Unless it’s just my, but to me it’s such a polar opposite of expert leader, that you’ve got one energy that stands in their power, and leads the other one that’s kind of like “Oh, oops, I did this cool thing”. My question to you is-----

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How do we reconcile those parts? So in a marketing campaign for example I might write something like this, if I wrote the e-mail, I’ll go through all four, and you just pick which one it is. “Hey, how you doing? I got super busy last week and I didn’t get round to sharing this, and I wish I had, because it’s been on my mind a lot, and I’d love to get your feedback if it’s any good”. What have I just done? Come on guys.

Reluctant. Reluctant. Reluctant, yeah. “A bunch of people have shared with me that they really love it, and I trust it’s really that effective for you. But interestingly I also had a couple of e-mails from people saying this will never work”.

All: Us versus them. Come on guys, say it loud and proud, it’s pretty easy, us versus them. “But you know what, I’m still going to send it to you anyway, because I can remember when I was just like you, working out how to get the start”.

All: Home town girl. “But here I am, 12 years later, and I’ve solved a lot of those challenges”.

All: Expert. Done. So you literally can create your marketing around the four. Is this sexy as?

All: Yes. And then in response to that sort of change in your character, you don’t actually then have to go in and change your character depending on who you’re dealing with, what you’re doing is tapping into the section that might be more appealing within your inner----Exactly, you magnify one versus another. So when we trans, what’s the word? Transitioned. I can remember that, linguist, professional.

When we transitioned from only enrolling people in the

(01:00:03) to people into the International Pathway, the ICG, what campaign do you think we used the most?

All: Us versus them. Us versus them. With a tap of expert leader. It just makes perfect sense. So selling the marketing, whatever challenge you’re faced with, whatever direction you want to get, if you look at the four character types it kind of dictates how to tell the story, doesn’t it? And I’m really looking forward to your feedback tomorrow when you get into these notes, because it tells you everything you need to know about them. I’d love your thoughts on if you face this or you want to do that and what’s the story you tell, and what character place do you come from. So what about when we enter the market of Metadynamics, TM?

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Expert leader. Expert leader. You guys are getting it. The expert leader. Now, we did us versus them, think about it in terms of NLP, you wouldn’t want to be associated with a brand that gives it all away for free, and there’s no real accreditation. That’s us versus them. However you could train with somebody who’s done all the training and has developed their own methodology that seems to be far more effective. Expert leader. I was a little reluctant to share it in the beginning, because I didn’t know how it would be go. But the feedback’s been so tremendous, I’m so glad I did. So I remember years ago when I was starting out, it was difficult to make the choice about which way to go, and then I figured out you know what, this is really going to work, so I had to share it with you.

(Applause from audience) So all four, all four, and that’s the pattern just started developing. You’re wondering what to do in your car when you’re driving and picking up the kids, you just loop through all four, coming up with whole sentences for them. And you listen intently. All marketing now, don’t look at the marketing for the content they’re selling, look at which character and story they’re telling. Much more intriguing study of the marketplace. And that’s what I study now. I don’t really study the content. I’ve either got it or I’ve had it, or offer it. I look at how they position themselves, which piece of this market are they taking? Not 20% of the pie, which character, and so that tells me which market they’re going for. Yeah.

I was just thinking, if you have all four pieces, does that mean you attract a wider range of people? Yeah, definitely.

With the same interests, or one from four, that’s what I’m trying to get. So all four makes you as attractive as you can be. Leaving one out, you’re still attractive, if you’re (01:02:35) to the marketplace in terms of everything else I’ve discussed, but you’re going to have to work a little harder perhaps and turn it up a little bit more. It just seems to be appealing. I can just tell you if I switch the light on (01:02:46) use all four, things go pretty well. Yeah.

Thanks so much for demonstrating that, that was brilliant. Thank you.

It just showed leader. Yeah, I thought it was time to turn it up, that I’ve got some magic powers.

I wanted to ask you (01:03:03)? I don’t know, yeah, no, I’ll let you (01:03:07). Yeah. It’s a longer conversation. It matches with every method of looking at personalities in the world, yeah, definitely. Is this interesting guys?

All: Yes. So then you’ve got to look at “Well, if they’re the character types, what are my desires, what am I here for?”, you know, grand purpose legacy kind of stuff. And “Is that what this market wants?”. And it’s got

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to be the same. It’s why you’ve got to marketer, know yourself, you’ve got to know yourself, you’ve got to give a s*** about what happens to you. You’ve got to really care about where you’re taking the line. Because you’re about to lead part of the world down the same f***ing path. How am I doing here?

All: Yes. So you guys say “I want to market and sell stuff” and not have a sense of direction, and call yourself an ethical marketer, it’s bulls***. It’s bulls*** man. And then you’ve got to figure out your ideal average day. And whatever your ideal average day is that you’re working towards and you’re experiencing, your market better aspire to have that. Because that’s what they’re really buying. You’ll always do good business if you hang out with the people who love your version of an ideal average day. You always will. Now, who am I not a match for? Let me just share with you. In terms of my ideal average day, I am not a good match for loafers, and people who want overnight without the effort, I am not a good match. Nor do I respect or want to spend time with people who have goals where the shortcut matters more than putting the effort in. I am not a good match and want to turn off people who think getting there is the point rather than getting there gracefully and inclusively. I am not interested in people who are fluffing and don’t want the truth. If you’re in my room, I expect you to have a certain standard for yourself, and that includes not waffle or bulls***. And all of my market is exactly that. So upfront you guys knew me. How many of you have come up to me and said “I feel like I already know you”? And it’s all the same. You get in a room with me, and it’s still all the same. As I am on the videos, as I am on the copy, I am me all the time. Joe Pane, through and through. Anywhere off stage we are exactly the same as who you see on. And that makes it very, very easy to maintain our energies. Very easy. Some of you are thinking how did I get my first client, I have currently 2,000 clients, and I do it a lot easier than some people can manage three, with a lot less fuss. How am I doing here? A lot less drama, and overwhelm and panic, because I’ve got this s*** sorted out. And who I am with you is who I am. I don’t get off stage and suddenly change persona. You guys get that, don’t you, off stage, I’m still me. Through and through there is a congruency about it. And that’s why you’ve got to figure out what your ideal average day is, because you better be striving towards living your dream, because that’s why people are buying your stuff, because they want to have the dream. We don’t even buy toothpaste because we want to clean our teeth. The brand is chosen because of what it says about who we are and who we want to be. It includes tyre purchases, toothpaste, shoes, everything is us saying “This is what I am, this is what I care about, these are the types of people I want to be with, and this is who I want to exclude”. How you guys doing? Pretty good day one so far, huh?

All: Yes. I thought there was no shortcuts. Yeah, isn’t that interesting?

Yeah, good point, yeah, very good point.

To gain instant character.

Because when we start out, I just dropped it all on you, a bit of a bombshell, which of these four characters are you? “Holy s***, I’m none, I’m f***ed”. So not the best way to end the day, I feel, I see your point, now you mention it. So you can align yourself with characters in your space, which is what I do all the time and what I expect you guys to do, align yourself with us, then you get the credibility, and

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all the benefits of the brand without having to do all that. It’s called borrowed magic powers. Really effective marketing. So smart. What do you guys think about that idea?

Awesome. Yeah, it is, it’s so smart, it’s so smart. That’s why we have all the products we have, because you guys can become involved with us, become affiliates with us, and have the credibility of our brand, our character, and all our proven magic powers. You don’t have to do that from scratch. Yeah.

So that’s what I’m doing Sharon. That’s exactly what you’re doing.

I didn’t realise. Oh, that’s right, that’s me. Sorry, everyone, this is Sue, do you want to take a moment and share what you’re doing? Because you’re awesome.

I’ve got some borrowed magic powers. You do. It suits you.

It does suit me, I know, it’s awesome. So I bought Disruptive Leadership last year, and I had the great opportunity to go, and I give talks on it all the time in the city to lots of different companies, and always every time I go now, there’s like 80 people, 100 people, because they go “F***, what’s this? It’s called Disruptive Leadership”. The title gets people there. I dance a bit, I do whatever you tell me, and they come. And it works.

It works. Good for you. And you’re also an amazing affiliate for Disruptive Leadership. So Sue’s being really modest, but she sells successfully Disruptive Leadership to her market, and they’re loving it, so she’s got, you go, rub up against you, our magic powers.

Yeah, totally. Do you love it? Yeah.

Everyone do it. So what do you guys think about stolen magic powers, or borrowed magic powers? It’s amazing. Who’s heard of John Demartini? Yeah, so we have a really good space we’re in, but he’s aligned with us so we can borrow his magic powers, and he can borrow ours, and he’s involved in one of our programs. Who’s heard of Brian Tracy? Yeah, show of hands. Well, Brian Tracy has aligned himself with Your Success, and he contributes content because of my relationship with him, and that’s immediate borrowed magic powers. How smart’s this? What about John Assaraf from The Secret, who’s heard of him? Same thing. Same thing. Now, how many years would it take you to build up all

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these relationships with these phenomenal thought leaders in the world? It took me 12 years. You guys have gone really quiet. Calculating the years?

We’re still working on Tony. Yeah. Well, he’s unavailable now he’s super successful. He was available five years ago when he was hitting a bit of a rough patch. But anyway, these three amazing remarkable leaders are associated with this brand, because they want to share our magic powers, and we want to share theirs. So we all benefit. That to me is just smart. And it’s what you’re doing as well. Let me see if there’s anything else before we wrap up the day. Oh, here we go, the final slide for the day. So what you care about your market needs to admire. There’s no point in saying “I’m all about family” if your market is about business and making money. It just doesn’t matter. “Yeah, but it’s really important to me”. Don’t be in the market. You guys following? Yes?

All: Yes. Your ideal day must be theirs, and you have to be the character they aspire to be. That’s who you’ve got to be. So let’s wrap up the day, almost on time, I’m incredibly impressed, I had no idea how long any of this would take, so I’m feeling particularly, I’m more, what is it? More cunning than a fox with six squishy tails, currently. Who knows Blackadder? Yeah. So talk to me. What are the highlights from this session? What are your thoughts? Where are you at? Holy s***?

All: Yes. Turn around and say “Yeah, it’s a little bit holy s***”.

All: Yeah, it’s a little bit holy s***. Who’s reshaping how they look at marketing? A show of hands. Can everyone say “Nuh huh, nuh huh”.

All: Nuh huh, nuh huh. What else has this done today? What else has it done for you?

I think you’ve changed my (01:12:11). Good.

I love when you said that if you don’t have the same beliefs as they do in that marketplace, get out. Yeah. Yeah. Because otherwise you’re an evangelist trying to get people to see things your way, and that’s really tiring.

That sounds exhausting, don’t you think?

I want to go a market where I’m

welcomed and my ideas are celebrated. I did a talk for one of my clients a couple of weeks ago in Sydney, and I don’t know if I’ve told anybody this story, I might have told a couple of you because you were in the training. And I did my hour and a half, and I was in this outfit and I was rigging out and having a great time. And I could tell it was time, because they had a wonderful time system, and I said this, “And before I finish, ladies in the room, no matter what they say, no matter what they tell you,

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f*** them all and live your dream. Go you”. And all the women just erupted. The men too, they had a go. But the women, there was this roar. And to me that’s all the validation I need that living large the way I do and left or right (01:13:19) is worth it. Because after that I had a queue of people, men and women, saying to me “It is so refreshing to hear someone say what they believe in with passion. It is so wonderful to hear someone share something they truly believe and care about. It is so wonderful. I feel I have permission now to be who I need to be as a business leader”. I had this maybe 50, 60 times. And the greatest gift of that day, there was three teenagers in the room, and there’s me swearing (01:13:50), and I apologised every time, which was the important thing. And the mother kept leaning over, “Just cover your ears dear”. Anyway, they didn’t really, the teenagers were lovely, these teenage girls. And I was wondering how they went with my talk. And they came up, and they were the first to see me. They ran to see me. They ran. And one of them was very young. Anyway, I just thought they’d come up to introduce themselves to me as people do, which I love, and this is what happened. The first one, “Thank you, I really enjoyed your speech, I think you’re great. Now, I have a question, I’ve got a business”. She’s 11. She said “I love your style, I love your energy. How do I get more people (01:14:25)”, and she’s like “I feel the same way, and it’s so good to see”. This 11 year old. So I sat down with her and answered her question, going “F*** the adults, I’m helping the kid, I’m on”. What wouldn’t I do? Then her sister comes up. “Yeah, her business is pretty good, but I want to tell you about mine. I need to pick your brain, because finally somebody’s saying it the way it is. I’m sick of hiring school kids who f*** around, I want to be able to (01:14:50)”. “Okay, rock on”. And it’s like that reminds me why this matters, why me being this character matters. My job is to free people from beige and show them how frickin’ awesome they are. That’s why this matters. How am I doing? That concludes day one.

(Applause) And it’s the life, the universe and everything. So guys we’re on tomorrow at 12, which to me seems like sleepy town, I can’t stand it, it’s driving me nuts. I will be here a little before if you guys want to hang and get with me. You have so much to play with tonight. May I ask who’s actually going to do this? A show of hands. Turn around to your partner and say “I’m counting on you”.

All: I’m counting on you. And as a result of what you do here, it will set where we’re heading tomorrow. Is that making sense? Guys, give yourselves a huge hand. Well done for day one.

(Applause) Well done.

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DAY 2 – SECTION 1 Yes, very busy, should we get into it? (General agreement) Let’s warm up the day ahead. Let’s go, let’s go, let’s go, excellent. Okay. So key learning bring it in now, I’ve talked a little bit about it, you’ve had a look at the scope of it now we can look at in more details so I trust everyone’s got a deeper sense of what this actually takes. Can I have a yes? (General agreement) Yes. So let’s get started with some feedback on Part 1, and Part 1 is all about what’s the word? Awareness. Awareness. Yeah. So who would like to get the ball started, what did you learn, what did you notice? Please, yes. Well I noticed what I want and what I’ve been obsessing about and that’s not what I’ve been doing the last – well its part and parcel of what I want but just make that distinction that wow, by applying what I did what it is that I actually want to go for it what my goals are so like you said it’s not necessarily what you’ve been doing, you may need to change your goals, your beliefs what have you. Yeah, absolutely. To get aligned with it. To get what I want, yeah. Who found that their goals, beliefs and values maybe needed a bit of tweet? Yes. You look tweet, you need to say to your partner, “You look very tweet.” [Indistinct talking] Thank you for getting us started. What else did you learn, what did you notice, what blew you away? Please. I found there was a kind of a possibility that I have imagined before whatever but more real conscious unconsciousness. Great. It’s blowing my mind actually. Wow that’s fantastic. We got a bit blown? Oh yeah.

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You did get, no? (Laughing) No that was too far, I accept to do that I appreciate that. Yeah who’d like to go next moving along yes? Absolutely phenomenal honestly guys, we are so lucky. Thank you. My particular like information the last couple of years alone I’ve spent over 40K on marketing training and no one’s given it to me this way. Oh that’s so kind of you, thank you. Phenomenal, the insight into the four characters blew me away. I was blown away completely. Yeah. Are you blown away? (Laughing) Okay. Thank you. What wants to go next. Yes? [indistinct talking] like I was so clear about my path I was doing business but I was kind of jumping here and there sometimes [indistinct] in my mind sometimes what’s the relationship between [indistinct] With what? Alignment. Yeah, yep. So that was a clear understanding for me of where I’m standing where my clients is and where I want to be. And where you need to be. Yeah. Who’s getting glimmers of where they need to be to be worthy of leading a market? Yes. Fantastic. Well if we’ve done that in just one day only one hour at the end of the day I think we’ve done remarkably well. What do you think? It was only one hour at the end of the day, the rest of it was just exploring how to be awesome really. Wasn’t it the first two sessions were just awesomeness like just do that? What else? Who’s next? Understanding that the client’s beliefs and my beliefs need to be similar what’s needed is [indistinct]

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Well not just similar that you need to have beliefs they aspire to have. So you need to believe common things like values around values need to be similar, goals need to be similar but you need to be further along the journey so you are a beacon, you’re shining the light. This is what I did. I don’t know about you but it’s been really great for me, it’s that kind of thing but they’ve got to want that path and I’ll say it again, there’s no point in going to a market where you say, I take this path, everyone’s going well I don’t want to go down there, you’re on your own sister, it’s not useful, its evangelistic you stand alone. So wonderful yes, great, yes Mary? I like how it’s step by step and it’s so easy when you just break it down into----Did I do a good job with step by step? (General agreement) I feel I did. I feel like I should be wearing a crown today you’re so proud doing a step by step thing which is not my strength and I did it on Sunday I did step by step so I’m just going to brag for a bit longer, I did that I did step by step. (Laughing) Yeah me it was an accomplishment like in 12 years I’ve never done step by step so I’m just going to again I did it. (Clapping) By myself I’ve got this. Who’s next? What else did you discover what blew you were away and what were you ahh? Being a former lawyer I like steps what you said in terms of the steps it really blew me away because---What steps did I have? At the beginning. Oh my God yeah. [Indistinct] Oh God oh. 15% did we mention the 16K? (Laughing) Where was that? You don’t need to be a lawyer to appreciate that honey, trust me. I know but I was just thinking that blew me away.

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[Indistinct talking] (Laughing) [Indistinct talking] (Laughing) We’re there already ten minutes in team, ten minutes in. Way to go. There it is. [Indistinct talking] And I look forward to seeing it on Facebook (06:10). (Laughing) Who’s next? Moving along. Who’s next? Yeah. The time thing so value for money and time for money. Oh who appreciates that? (Indistinct talking] Can I see a show of hands, who’s getting it? Its value for money it’s not you, you need it that’s so precious, your time. Yeah. A lot of people tell me you know, the biggest problem is having money, no its not, it’s how we invest our time and when we come to value our time more than a lot of other things we make very different crucial decisions then if our time is valuable. Yes you can have an hour of my time, if you treat that as the true platinum class value, you’ll make better decisions about your business. But you won’t if you think yeah, I just want to make some money and time (7.05) which is what I did, until I realised that so great insight, thank you. Yes John? The fluency and authenticity throughout the theme of it all like so Good. The character part and then I was able to see parts of my life when I was that when I was that and I was like oh wow I can see----Yes great. -----and that was [indistinct] And we’ve only just begun, thank you for that, we’re going to go to deeper levels around why that is significant when we move onto the next part of the process today as well. Thank you. What else? Yes? Hey Sue.

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I loved the bit about----You’re sitting down the front you don’t usually sit at the front. I know. I feel weird. I’m okay. Are you okay? I will be. Thank you for checking. What do you do, what do you do? (07.50) what cash? I loved the bit about other times it’s around what they think they want versus what they really need. Yes. [Indistinct] doesn’t it? Yes. And were going to go into a bit detail in this session around that, how there’s some ways around that because I really think that where we’ve got to is just scratching the surface around the awareness exercise. Now that you’ve done it, I’d like to unpack it with you even more depth. Yep. And give you insights from a TCI point of view about how we do it, can we do that and really unpack it thoroughly? Yes. Great, thank you. Anybody else? Let’s get some more. Yes please. Sharon the biggest thing I took away from today was that access to me should be one of the last things. Yes. ‘Cause I’m just sitting there going I thought I just needed to be up front doing everything all the time and----Wow. -----leading the way. Okay. So that was massive for. Good. And hopefully its getting you thinking now well how do I become----Yeah.

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-----the third choice or the fourth choice ‘cause there’s always other flavours of what we care about before you get you. Who else is realising that as well? That it can be steps to getting access to you, I think it’s something that should be earned by your clientele. That’s it. Access is not the first thing, but we’re very much in a society where access is kind of everything you know you book a lawyer you want the lawyer you’re going to be working with, you don’t want it passed off to an associate and you want to see the specialist its better than the generalist so we put a high price on access to the experts don’t we? (General agreement) Yeah. So we’ve got to position ourselves like that that we are the game and you’ve got to get it through a number of obstacles to get to that gain. Good point. You’ve just gone really quiet. (General agreement) Okay. Good. What else? Who else what else did you take away from it please? Are you dressed as your character today? Yeah. Good on you. This is totally me. Yeah, good on you. It’s fantastic. I just loved who you need to be so you mentioned the certainty the warmth and the passion. Yeah. I loved that. Yeah thank you, I really, how did you go with your exercise I’m looking for how you went with your homework as well. So I noticed my values are so different to when I first did them. Yes. A year ago. Yeah. And then they change again. Yes. I reckon review every year, it’s like a yearly annual mental, emotional check-up. Mmm.

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What do you reckon? (General agreement) Yep? I just had a question. I would see that Avatar would almost evolve as you evolve. Oh that’s such a great insight yes, we’re going to talk about that. Please remind me that you said that when we start breaking this out into some more detail Super 8 insight. Please. Yeah and following onto that I was amazed at how my Avatar’s changed by who I’m attracting versus who I thought I would attract or be good with so that’s changed. So what are the three questions about your clients? You have three types of clients, what are they? (No audible reply) Not everyone’s been listening to my CDs. The client you think you have----Yes. -----the client you----Have. -----have and the client you----Want. -----want to have. Yep. And not everybody realises that the client they’ve got is not the client they want to have, which is horrible. (Laughing) Who would agree that’s icky? Versus having, I thought I had that type of client, no, it’s really this type of client and that just changes the game ‘cause it tells you we’re going to unpack those three types of clients as well. Isn’t this fun? (General agreement) This is what we get to do on a Wednesday. We get to talk about marketing really? (Laughing) Stop it.

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(Laughing) You’re playing with me. All day. No. Come on. (Laughing) I love pulling altogether in that paragraph and then I read it and I go oh I want to be with that person you know that was a bit----Your Avatar person? Yeah. Good. I know that’s so great. Wonderful. I got in the groove with that I can talk to it. Wonderful. So that’s fantastic. Oh what a great feeling. Did anybody else I just want to check I just want to ask that question (11:44) but did anyone else feel that, that’s my client? (General agreement) Oh lots of you oh wow how fortunate, it wasn’t like that for me at different times in my career, my clients who I had I was like, oh really? That tells me a lot about me, doesn’t it? Like I go that’s a bit of a reflection back on what we so yeah, I’m just going to eat chocolate and deal with that tomorrow. (Laughing) Yeah one point I remember years ago thinking they’re my clients, that’s who I’m attracting that totally tells me and I’m explaining to you in this session what that tells you and what to do about it and what we did about it years ago, God this is the first attraction of TCI I’m talking about. What else? Yes? I was the same when I got to the Avatar paragraph, thought wow, turned over the page and went holy f***in’ s***. (Laughing) What was over the page? Was it one page? Competitors. (Indistinct talking)

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And then when Blake started. Yeah, wanting to talk about competitor analysis. Who sparked a competitor analysis, show of hands? That is the game there, is that section that is the game. Yeah? I actually found that when I got to that part how different my little journey right now is different to what they have, they don’t have a free product, they don’t have any of this marketing stuff, they have everyone of those websites in my particular industry are all exactly the same. Wow. There’s no difference. Wonderful. So that was----How wonderful. You know what? I’m going to go with this journey out here where no one is because----Yep, yep. Yeah. You’ll be the unicorn. Yeah. We’ll talk about unicornification today, I think you’ll know about that, yeah, and if you don’t I’m not going to tell you. (Laughing) Anyone else? Yes? I realised that I was more than just the one character I thought it was just the one [indistinct talking] Okay, good. So you realised you actually can tap into different aspects of all the characters more than you realised? Yes. Isn’t it lovely to know the target like they’re your targets those four ways of being that’s what the market’s looking for, some version of those four, it’s what every marketer is seeking he’s got to work out what flavour and is it 10% of this or 30% of that or, and it’s got to be you. Like I can’t act expert whatever, I’ve got to 12 years in I feel I can pull it off, when I started it was a lot of reluctant hero in me. Now think about the market I attracted then there was a lot of reluctant hero home town girl done good compared to now when I don’t have to be so reluctant and kind of, wouldn’t be able to pull it off that well. How we doing?

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(General agreement) So when you start out it actually tells you where probably need to start ‘cause its authentic, you just start on your own, you don’t know a lot, you’ve done a couple of steps and you’re going to create a different market based on that aren’t you? (General agreement) And then you can grow that up more mature over here you know in about five, ten years your market has to change because who you are as a character you can’t pull that off anymore. Yeah. You can only – like one of the guys I followed years ago, Jeff Walker, product launch formula a fabulous guy, he’s the nicest guy, he still’s the reluctant hero and I’m like, “Dude it’s been ten years and you’re launching the same product and you’ve done like 40 million we’re onto you, you’re an expert.” (Laughing) You need to erase that, it’s okay, we’ll be okay but he can’t be reluctant anymore, I mean he’s the leader of product launches so do you see what I’m saying? So and we’ve got to keep up with our evolution and our revolutions and what that means in terms of who we’re now going to attract and the responsibility that comes with that to keep learning, because you can’t be in an industry for a long time, you can’t be five years in any industry and still be a reluctant hero and thinking, you know, I’m still trying to figure stuff out. No you’ve got to have some s*** figured out by now, you need to have some moves or seriously do something else, do you know what I mean? Like you’ve got to have some moves after a time, I would have thought two, three years in, you’ve got to have some moves, you’ve got to know some stuff and you’ve got to be able to be comfortable with that expertise and less of a modesty though a lot of our industry seems to attract, which is not attractive by the way, that modesty it’s not going to get you there. My answer is done, the first of the day. Who’s next? Yes. I found it liberating when you get to know yourself really well through articulating your goals and values its liberating in a sense that you know you only have to do business with people who are going to love that. Oh yeah. (General agreement) Yes. So as a general it doesn’t matter because you’re only going to work with people who are a match with that. Yes.

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And beautiful. Yes you don’t spend any time hiding or being someone you’re not or. Yeah. It’s that pressing aspects of you which is awkward and awful. Has anyone had to do that? I’ve had to when I tried to get a job and I really sucked at hiding me. (Laughing) Shock. I know you’re amazed to hear that. I remember my first review yeah anyway. (Laughing) You know what it was yeah. (Laughing) I just want to express gratitude for making marketing fun. Oh wow. I never associated it with it, it was just like so it’s fun and it’s like. Well it’s all a bit smoke and mirrors isn’t it until you have this and you go, okay, I’m meant to market. And I never associated it with that before. Awesome. So yeah and character. Okay. Yes. (Laughing) So today we have, sorry were you going to say something? Sorry I just wanted also to just tap into the clearing of the Avatar thing and somebody who’s still quite new and with limited experience it was interesting to sort of try and go beyond my limited experience to sort of see past that and I’m confident that as I gain more experience, have a wider variety of clients that I’m taking on to grow as my skills, I’ll be able to revisit that and go, actually hold on, and shift it around. So in some ways it was quite abstract----Of course. -----to try and clear that Avatar because certainly lack of exposure. Totally.

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But then I was like okay I’m just going to do that. Yes. And I did and actually once I got into it, it felt really quite good my air back in I’ve got connected with it as well. Good. So even at regardless it’s a good exercise from the beginning as you carry on. Wonderful. I would say. Yeah I’m being witness to this all the time as you mature as a leader your market will constantly become more mature in your mind. Yeah. Wonderful. Did someone have their hand up over here? Yeah? I have a question and this is probably just me being new in the program but what’s spiral level? I don’t I can’t----Yeah we’re going to get to that. Okay. We’ll do a thing tomorrow. Okay excellent. Remind me I said that. Yeah? I was just going to share that again, my distinction of where I’ve been and the clients I’ve been attracting and doing this particular exercise last night and I prior to coming into this room I kind of felt like I was ready for another level, I was looking for something, so it just sort of, I was able to really drill into it and really make----Good. -----distinctions of where I am. How good were the questions for drilling in? Absolutely. It’s leaving no stone unturned. Yeah.

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Yeah really worth revisiting I think. Nobody said, I left lots of blanks. Who’s going to admit to lots of blanks? The first time I did this I just turned the pages. Anyone else in analysis in Avatar I was like yeah okay not today. [Indistinct talking] But I’m willing to learn or draw smiling faces in the margin. (Laughing) Did anyone draw mini cities, sunshines, stars and happy faces? That was my contribution the first time I did this years ago. It still happens it was very pretty I do trees with a bird in the tree I’m really happy to have information, I just didn’t know what to do with it. Yeah. I just feel I’m on the right bus. Yeah good and it’s a fun bus, it’s a bit noisy and occasion inappropriate but generally we’re okay. (Laughing) Everyone knows it’s in good humour. All right so what were going to do today, we’re actually full on marketing for the next two days, I kind of excited, I just got chills. Firstly have a business skirt and its important we’ll hail the skirt. Yep? (Laughing) [Indistinct] Oh thank you for asking I got it in London I appreciate you asking you are awesome for asking that. [Laughing] (Indistinct) Skirt didn’t we? I meant to ask you where I got it I get (indistinct) [Laughing] You’re very kind. S***, back to marketing more importantly here we go. So we’ve just going a couple of days of marketing, I thought this first session what we’d do is immerse completely in that exercise and I’m happy now you’ve had a go at the exercise it will be interesting to talk with about it, whereas if I hadn’t had you do the exercise it would have been me doing all the talking. Does that make sense? Yeah. Whereas now you’ll be able to contextualise it and also what I want to do is share with you and get you a guys asking me questions doing competitor analysis on TCI and so you can learn how it gets done. Would that be a good idea?

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[Indistinct talking] Which raises the questions voicing it ‘cause you’ve got to very comfortable competitor analysis one of the easiest ways to go into a market is competitor analysis and I’ll talk to you about why that is. I’d also would really love to talk with you, I just got a wonderfual email from John Assaraf this morning and what we’re doing with Your Success. Can I talk to you about that? A rare bit of excitement but I got a wonderful email from him and how he wants to be involved. Can we play and talk about Your Success as well? Yep. Who’s a fan of John Assaraf? Not enough of you so you don’t know him? No. Oh my God you poor thing. [Laughing] Everyone needs to go ooh. Ooh. Oh louder than that it’s like ohhhh. Ohhhh. He’s like the nicest guy isn’t he cute? How do I spell his name? ALL----ASS. Yeah. He’s cute anyway so I’m glad to talk about Your Success. Oh okay. Would that be okay with everybody if we did that? Absolutely. Yes. Can I have a yes? (General agreement yes) Thank you and then we want to get into the second session this afternoon which after Awareness comes? Alignment. Alignment, well done, and get into the nitty gritty of how to do a product, how to create a content marketing and how to start generating some leads. How’s that for a day?

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Woo. It’s a pretty big day isn’t it? Yeah. So let’s do it, let’s start talking about the first part of our awareness is beliefs, values and goals. So one of the things to be mindful of in terms of doing that is to act as if you represent your market all the time and I think it’s a great way to put it. Hey Deb, how are you? Good thank you. To be conducting ourselves as the leader of that market before we’re the leader of the market. Mmm, yep. It’s called rehearsal time. We have to rehearse being ready to lead people in whatever industry we’re in, it doesn’t matter if we sell cameras, printing, shoes, coaching, consulting, it doesn’t matter, we have to create an entire back story that will support our launch. Mmm. And it has to be real and very authentic so the dream scenario is to have cranky beliefs at one stage I’m actually not kidding and then notice your progress as you get really great beliefs or goals or values and that becomes your back story later, it helps you become famous in your niche. Is that pretty cool? Yeah. So who’s got some crappy beliefs they used to have? Show of hands. Me. That’s your mature that’s where you create your back story no need to hide around the crap you’ve been hiding, you’re going to be wanting to be talking about that on the stage very shortly ‘cause you get to say something like this you used to believe that money was the root of all evil. Who else comes from a family where you were raised where money was to be avoided condemned or judged. Show of hands, be honest. Look around the room, show of hands, look at how many people were raised with a consciousness that money was to be shunned and that’s----Gluttony is a sin. Wow interesting, thank you. Well that’s how I was raised as well. I had a perfect education in how not to be wealthy. Mmm. Perfect education. I can remember one night my mum looking for change to buy Kentucky Fried Chicken as it was known back then ‘cause that was considered a big deal and the last of our money went on Kentucky Fried Chicken as it was back then when I was about 7 years old so what do you think my upbringing was, what do you think I took into adulthood around money? What do you think? Tell me.

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Scarcity. Pardon? Scarcity. Scarcity. Hoarding, you know, hoarding ideas and hoarding and keeping myself safe from the world because anything that looked abundant, wow, it was probably a bad thing. What else do you think played out? Yeah? One of the things I had to cope with on the way here ‘cause I really want to get on top of the financial part of the business and on the way here I remembered some teaching I sat under once where women are not allowed to control the money it has to be the men and on the way here this week I thought oh my God. Wow that’s a big one. Yeah. That’s a big one. I was raised that nobody controls money. Mmm. Yeah. Nobody. No one controls money, so how do you think that played out when I got into my 20s? [Laughing] Spending patterns. Yeah well I didn’t have money to spend but I resented anyone who did. Yeah. A little bit of debt, I actually didn’t have too much debt ‘cause having money was bad so it just made it easier I didn’t have anything that helped, mattress on the floor no sheets done. What else played out in my 20s? What do you think I thought of relationships with people who had seemed to have money? [indistinct talking] Animosity. Yeah, or wondering about them, like what are they hiding can you imagine that? Couldn’t trust them. The paranoia, well said, absolutely that. Huh?

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You couldn’t trust them. Yeah, absolutely. There was always a lack of trust of people if I found out and I can remember at one point having a conversation with somebody who had money and my stomach lurched when they started talking about doing something with their money that was just for the joy of it, it was a sports car or something, I remember thinking, how dare they? They’re not who I thought they were. Yeah. Wow. Yep. Off with my righteousness and my porter potty I stormed. (Laughing) So can you imagine what it took for me to start questioning what I’d been raised with and the work I needed to do to just reflect just even for a moment to question what had been upbringing, you know the roots of my DNA, and to start asking some different questions so what I want to share with you today is what those questions were, it’s a discovery I made about how to change a poverty consciousness into a wealth consciousness. How does that sound? (General agreement) Now I’m not really doing that I just showed you how you can use your beliefs. Well played? (General agreement) Yeah. Who was in it, who was like wow. Me. Totally in, it’s all true, it is all true, but I just wanted to show you how that one belief has become the entire back story for who I am. Now imagine that in a position being an expert, financially dependent, multi-millionaire, all of those things if I produced a wealth consciousness product which I’m doing here, what do you reckon? Talk to me, don’t just mmm, it’s a great sound for having dinner but we’re here so. Mmm. (Laughs) It’s like your pain is part of your prize and so you wouldn’t have the prize without the pain. Absolutely. That’s part of it yes what else though? Did you just hero’s journey? I did a hero’s journey what else is going on with that one belief? Keep on showing that you know the way.

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I know the way ‘cause I’ve been there but there’s something more fundamental. (Indistinct) They can do it because I’m just like you. That’s right. Yeah. Thank you. I’m just here in the middle, these two lovely ladies, that’s what it is I’m showing through my belief transformation, I’m just like you. Yep. And that’s why this exercise, the first step you’ve taken with your beliefs is so important ‘cause each of those beliefs you now need to turn into a story of transformation if it is a great belief go back to when it wasn’t, or if it’s a great belief, how did you discover it’s a great belief and that becomes your story. Who’s digging this? (General agreement) Isn’t it fabulous? Yes. Turn to your partner and say, lovin’ it baby. I’m lovin’ it baby. I’m loving it. (Laughing) It’s quite annoying sorry. (Indistinct talking) What? Oh no. You can yell it to me Grace I’m in, I’m all yours, I get called batty down at TCI what else are you learning from that one example which I thought was epic, just saying? Yeah. It will have lots of examples exactly like that. Well hopefully and the idea though when I do so I’m just like you and I went through this story, now what did the story end with? Success.

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Success is one word, I don’t tend to use that word. Redemption. Redemption. It’s all about redemption. Yeah. Yeah. Isn’t it just sex on legs? It is so hot. So hot. I love it, I so love chairing this, I love you guys, you’re appreciated. So who’s had a crappy belief and let’s see if we can? Yeah what have you got? Having money makes me a bad person. Oh interesting. I have it no longer. Yeah, good for you. So let’s create the back story that you’re going to - its going to be in you to know to share this and it’s how you have conversations with your market, so if someone on Facebook says, oh what about blah, yeah you remember you know the journey to take on ‘cause it’s all been thought through in advance a lot of the things I do that look spontaneous I trust you are mature enough to realise its generally not. Yes? (General agreement) After 12 years of doing this it’s probably a little tough to ask you a question I haven’t given a lot of thought to and rehearsed and thought of answers over the years so I gave my first answer 12 years ago, assessed myself, God knows you’re better at this than that, this market didn’t really improve, didn’t really connect with it, I’ll try this yeah, that’s who I am so then I updated my values and I kept updating the story until it lands every time. I am a construct of you. Yep. So that’s how obsessed I am with you, I am a construct of you in business and its completely true but it’s taken 12 years of me questioning, what do I care about and why? What does my market care about and why? What do you believe and why? What do you get out of believing that? And once again how has it f***ed you up? How can I help you with that? What’s the solution to that? How do I help you experience redemption and I ain’t going to do that experience until it’s mine and that becomes my story. That’s how I obsessed I am with marketing and this is me through your marketing creating me in a way that can inspire others. What do you think? Yeah.

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Isn’t that really marketing? Yes. It is. Where were we and what happened for me to say that? Having money is bad. Oh yeah, okay, yeah. So let’s help her out. What would be a better, what’s the redemption point, what would be the end state where we’re heading to. Having money makes you a bad person. Yeah. What is the end state where will we get with this story? Having money can be expressed with goodness. Having money can be expressed with goodness. Yeah. It takes a great person to have money. It takes a great person to have money. Come on. Against what is a good person so having money as a bad person but a good person than how do you create that (indistinct) You’re making that if that’s your end point then not many people are going to buy your stuff I’m just saying. (Laughing) Then you go yeah okay whatever. What’s this sentence? Being independent. Huh? Being independent. So remember it’s bad for us to start I’d suggesting we’re probably going to end on----Good. Just as a hint. (Indistinct talking) Generosity is probably the end redemption. Mmm.

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How are we doing here? Yeah. I believe we need to build some muscles around this exercise. What do you say? Let’s pump up those muscles. Okay. Who’s got another one? What have we got? When I was an aspiring athlete when I win a match against an opponent I used to have a belief that I was taking something away from them. Yes that’s a really common one in a lot of the markets. So the belief that you want to change is what? Yes well when I was doing this was when this s*** happened to me I was doing some research. No, no I don’t want that just tell me the bad thing name the belief. The s*** would be that um----I don’t want that. If I wanted that you’d be standing there. Tell me the crap, if I win someone losers, isn’t that what it is? Jesus John thanks for your help. (Laughing) You and me baby, you and me, all the way, euphoria. Where are we getting to? Now I’m standing here on this anger point. (Laughing) Actually playing really well and winning and helping them to build their muscles you can try and (indistinct) Can you speak up, we’ve got cameras everywhere whatever everywhere. To improve you actually have to play people who are better than you. To improve you have to play people who are better than you, that’s not solving it, that would be part of the journey. What’s this? Name it louder. Surviving of the victims. God no, honey I love you to death but Jesus no, don’t ever say that, no. (Laughing) One marketer in the world is going to love that and they’re called assassins. (Laughing) And they don’t congregate. (Laughing)

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(Clapping) If I win I inspire others to win. That’s getting closer, that’s pretty good. Exposing gaps in others and where there’s a gap there’s potential for growth. Yeah it’s a little pious, you’re getting there, it’s just a little pious for me. Yep. By lifting I’m lifting the standard for everybody. Pious. When I win everybody wins. See we’re getting there now why does everybody win when I win? When everyone else wins I win. No. No he’s a competitive athlete, f*** me, I want the goal, I spent eight years I got it I got it what do you want? This is like leaf is always climbing over the table okay working how’s the reluctant hero in here working for you? (Laughing) I’m getting there. I’m on drugs that’s all I can say I’ve got a cold and I’m drugs, go for it. The only competition you have is yourself. Now we’re getting there. Mmm. Now we’re getting there. Well if I can do it you can do it too. Nah, this is, this is wonderful redemption, say it again? The only competition you have is yourself. The only competition you have is yourself. Yeah.

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See hang on, see you guys when you were doing it, you were all making it about others you’re still a comparison to others. Yep. The best redemption state is one where there’s a personal redemption, a personal resolution, a personal new level of understanding about yourself, so the story goes something like this one. I used to, what was it? Play professional tennis. No I don’t want that, no content, just the belief. Okay John, third time’s the charm. Here you go the belief. Yes that if I beat someone I take something away from them. There it is so no there’s still this belief in professional sport if I won I was taking something away from them, now that’s way beyond competition. Would you agree? (General agreement) Here is not your market just play along. Yep. Yeah. And then over time I started feeling depleted because of that mentality, I started feeling that I was undermining what we were here to really achieve and when it only became about the win I realised how hollow the win became. How am I doing? Mmm. Yeah. For you this is pretty spot on and it was only through time and making this amazing discovery, whatever it is, insert product here, that I came to realise that the true competitor that I’ve been having all this time was really myself, that the game of tennis whatever the game is, whatever your professional sport is, it’s not the professional sport that you got to conquer, it’s this that you have to conquer and what I will share with you right now is five different ways we’ve developed with researchers about how we can always conquer our minds, so that this is working with this for the true victory and it’s the victory over self. Yeah. Woo hoo. (Clapping) Or something like that. What do you guys reckon? Yeah.

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Yeah. Where are you going Jody? That was my best bit. I’m sorry I’m coming back. Okay well you have to ‘cause I’m doing this all for you, you know that. (Laughing) No attention on you at all. (Laughing) What about beliefs? Yeah. Okay what you are learning and this is just beliefs, we’ve got values, we’ve got goals, a whole bunch but what are you learning? Accountability. (Indistinct talking) What are you learning with what I’m demonstrating? Oh bringing back to selves. Bring it back to yourself. Yeah. To reality. Effect to cause. Effect to cause is another one. Karen? How beliefs can hold us back without us even realising. How beliefs can hold us yeah but that’s content I want marketing, I’m not redoing that journey I made it up hon I’ve never I have another word for its called f*** that. (Laughing) Sorry that was two words. (Laughing) People want to say where we’ve come from and how we’ve been able to overcome it. Yes they want to see the transition, they want to see a journey. Yeah?

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This is awesome ‘cause it gives that beautiful ah ha moment in content education marketing and this is the key. This is the key to where we’re heading this afternoon, if you have this you know how to content market. Yeah? You take us on the journey as you do it and by the time you get to the end you’re in a state where you’re like, I can do it. Yes. Yeah. Well because I made it about self, no one else has to do anything different, that’s why you couldn’t use in this example a couple of you said, oh when I inspire others. How do you know? Like then you’re reliant on something external for the ah ha. Okay. Does that make sense? Yeah. And then someone’s going to put their hand up in the audience see only part and nobody knows what I’m doing so you know so it’s not helpful but a personal redemption everyone can relate to that. I mean I don’t think anyone else here plays f*** that but didn’t we feel the story? Yeah. Yeah. Absolutely not enough to play it but yeah, certainly enough to think of you. Yeah? I liked how the different clients will relate to different sections of the stories. Yes. Throughout the (indistinct) Exactly ‘cause I’m making the story up basically messed up, started to question, made a discovery, ahh (singing) (Laughing) Everyone can see the steps. Yeah. That’s wonderful. Yep. And then a lot of people think in their minds.

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I can do it. I can do it. Think the mind state, you know what? I can do it. I can do it. (Indistinct talking) You need to nod really arrogantly and smugly when you do that. Did you do that? Yeah I did it. Smug. Don’t do it expertly the character. Yeah? Yeah? Sorry okay. You have to get them to identify with you at the beginning of that journey and they are you and they are identifying

so it’s that ability my mother taught me too you know see the correct

pronunciation and then talk it with the and that’s what you’ve done. Okay. Yeah. Up there you’ve got to be able to go there or down there where the line curves. Okay, terrific insight, thank you. Yeah? Yeah and I also think it reminds me of what you said about how it’s really important to focus on who you’re being or who you were being at that time rather than just trying to sell a technique because it means----Okay. I’m going to pick up on that but it’s a good point, it’s not just a technique, it’s not just a content we decided to solve, what did I actually just sell? Emotion. Emotion. Experience. Experience. Yeah. So I know you guys have kind of looked at the materials you can tell where this is heading and you know from experience with us that really we’re here for experience, the content is what brings us together, but why do we stay together? Given there are 1017 coaching schools in the world. Wow. Yeah. The reason we stay together is the experience given, there is no lack of choice in terms of content.

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Yeah. How we doing here? Yeah. We can’t identify with this. Now I also want to share with you this maybe, you guys will work it out, there’s another thing going on with this story. Have a go. I actually pick up all four characters in that. The characters are there as I’m doing it and I’m mapping it out with the examples you’re giving I’m having a go at the different characters along the arc. Yep. So you see how this whole awareness section is kind of starting to come together? Yep. Thank you, there’s more, there’s more, there’s something else going on and I almost forgot what it was so we’ll leave it at totally awesome. Yeah? (Laughing) It gives permission to reset. How do you mean? Oh so you get a do over? Yeah so by the time you get to the end point everybody that has shared the experience knows that they can reset too and go onto a----Redemption yeah reset and have a do over. Yeah. Hugely important. Yep. What a wonderful attitude to have as a marketer. Yep. Don’t you think? It’s like the almost ultimate forgiveness you know I screwed up too but you’ll be okay it doesn’t matter at least you’re giving it a go now, that mentality I think is everything. What else? There was another thing. The pathway is kind of outlined as well. Yeah and hinting at, suggesting the steps to the path so it’s showing you where you’re going to be heading.

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Yeah. Now what does that give you a feeling of? Certainty. Certainty. Yeah. There’s a feeling of certainty, you have to have certainty for people to buy. What else? Hang on let me try and remember what it was. Yeah, yep? For me the core message whatever you learn is a belief you can unlearn or undo it. It’s a great message of hope. Yeah. Just make sure it’s true. Yep. That you’ve taken a crappy belief and you’ve changed it. Yeah. ‘Cause you can, you’re living a different life because of it make sure you how you did that and that’s what you get to have as your story. Yeah? Actually what just came to me was that you kind of did it in that inside out fashion so when you started telling your story you mentioned the belief then you talked about how it made you feel. Yeah. And then you talked about and then I made a decision. Yes. Or I had to make the choice so you then moved up to being what it caused and then you said as a result of doing what I’m going to teach you this is where I (indistinct) And I’m also saying to you make a decision. Make a decision, yeah. I’m a marketer, what is one of the key traits of a successful entrepreneur and marketer? The ability to what? Make decisions.

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Sell stuff. (Laughing) So I’m going to help you make a decision. Yeah. ‘Cause otherwise if I left that bit out of it which wasn’t what I was don’t get me wrong, but you’re making a great point, if I let that bit out of it I’ll have the audience orif I’m online marketing people say yeah, yeah right I’ll work on that. I like that, yes. Could when, how, oh yeah, it’s a really good point, I’m going to think about that, no the answer I want you to take is to what? Decide, do it. Yeah. Do you see how that bit becomes, it becomes useless around here if you just hint at this is awesome and I changed it and you can too, off you go. Mmm. Mmm. You guys have gone really quiet, is this all good? Yep. All good? Yep. Too advanced? No. Yeah. Quiet because of the epicness. Yes. That’s what I decided to make it then there’s another thing. It’s believable. Its believable, that’s what I’m trying to get at, go, you’re with me now. (Laughing) You’re back. (Laughing) Yah.

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I never left Sharon. (Laughing) It’s believable so what I’m saying is there’s more there’s more to it, start at this point here. We’re just like you. Just like you. That’s what I’m saying. Even though I’ve done blah, blah whatever the market is, it doesn’t matter. Yeah. You’re just like me. Mmm. The number of times when I tell redemption stories and I’ve got tons of redemption stories, they are a lot of beliefs I had overcome, whenever I tell a redemption story many of them say, oh it’s so encouraged to hear that you started out just like me. So many people share that. Now I’m going to give this master class some feedback that’s nonsense. That is relying on someone external to you determining how you feel about you. What poppycock. Only you decide how you feel about you. And if you need to hear my woe is me story to feel inspired why the f*** not? How am I doing? Yeah. Now I appreciate for a lot of you it’s kind of offensive but you’re so inspiring to me well great but that shouldn’t be the source of you deciding to take control and acting your life that’s ‘cause you give a s*** about you not, what I went through. Am I doing here? (General agreement) So just a big dose of, lets grow up about this as marketers, I know lots of inspiring people but they’re not, I don’t hear their story and go, oh thank God they were a f***er from the beginning I feel so much better about myself. (Laughing) Tony Robbins was overweight in the beginning, oh phew, that makes it okay for me to not be doing it, I just don’t look at it that way. How am I doing here? Yes. ‘Cause for everyone, everybody in this industry, all marketers have their redemption story, but as marketers ourselves, we’ve got to look at this and just study this context, not think, oh thank God they were a f*** up in the beginning, but like you were saying, if someone else has lost that must be okay, it’s always an excuse not to change. How am I doing here?

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(General agreement) And a lot of people especially in our industry it’s so inspirational to hear you know what cause Im really struggling and they start telling me their f***in’ lack of redemption story, yeah but I changed it, so make sure you’re very mindful of what is inspiring you and why and in marketing, when you hear these stories which have been inspiring you, it’s the beauty of the story, the context, not the fact that they were a f*** up one day, take it as a given, at some point everyone was. Is that message useful? Yeah. Is it kind of lost on you or? It’s my personal rant I’m just like, guys we’ve got to be adult about this. Yeah. And if we’re inspired by people’s setbacks you know can’t we just want everyone to do really well? (General agreement) How do I do that? Yeah. Did I have to really commit suicide for everyone to be inspired really? Which is what people say oh it’s so good to hear that you were going to commit suicide at one stage, not kidding, wow, you know why, I’ve been there, why is that what you’re relating to? Relates to the other end. Oh at the other end yeah, so that was just a bit of, another marketing grow up story for you. Now how are we going with all these? Who knew you could take them so far? Mmm. Yeah. Goals. Yeah? I have never been so grateful for my f***ed up upbringing now. (Laughing) Plenty of material. Absolutely. I have back stories aplenty. (Laughing) Joe Palmer doesn’t do very well in this class. (Laughing)

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He needs to redo his marketing there’s a reason we (48:12) he says often, I don’t have a back story like that and I remember him doing an advanced skills meeting going, I don’t do okay, I don’t have a bad story and I just said, “No you’re f***ed.” (Laughing) I’m sorry. (Laughing) Rightio. Goals. Let’s just do one example of goals and you can see how it applies. I used to have the goal, I’ll get you started. (Indistinct talking) I used to have the goal what, insert something yukky here. I used to have the goal but everything in life was hard. That’s a belief. I used to have a goal that if I worked hard I would be able to succeed. That’s a still belief. The trouble with----Yeah that’s a pretty good goals sorry, we need a crappy goal don’t ask John he’s about to f*** me up. What have you got? (Laughing) With the adequate mindset if I got to become a great player everything was going to be okay. That’s actually outstanding in terms of this position and you nailed it. Phew. (Laughing) Nailed it. So that goal that if I get blank, I’ll be okay. That is a great place to start. That’s a great life goal. It is ‘cause its relying on something external to fix what we feel is broken internally and there is an emptiness to that, see you can almost see the story appearing can’t you? And it was in the pursuit of the goal, how do I do this? It was in the pursuit of the goal that many things changed but one of the things that mattered the most, notice how I’m moving along the chain, one of the things that mattered the most the realisation was, how empty your promise getting something fixed something. That would be the lie in your content marketing. And it was only through stock

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reflection and I won a lot at f*** that, you know the game I’m talking about? Yeah. Golf my name for golf is s***. So its s***. S***. S***. (Laughing) Tennis is f*** that. (Laughing) Not helping. Okay. And here I am just saying good point yeah and it was through winning a lot yeah I wish, I won a lot, that I started to realise the emptiness and the futility of the promise that what I felt was broken in me could be fixed by conquering something out there. Has anyone ever felt that way, the realisation that, is that all there is? Has anyone ever reached that point? A show of hands. Look at how many have got their hands up, look around the room, it’s incredible. And then I made an amazing discovery and I just want to share with you a little bit what changed for me on the road to winning and as I realised those wins would removed me further and further away from who I wanted to be. Can we take a little bit of time to explore that journey now? Yeah. That’s how I’ll do that around the goal. Mmm, beautiful. It is isn’t it? Mmm. But once you have the structure for it you kind of do it it takes a bit of practice. Who would agree? (General agreement) Yep. Okay. So what did you learn? I know nothing about tennis. (Laughing) I know less about golf. I think for me what we learned is we all have things that are real and authentic that would have happened that can provide us marketing strategies. Totally. That are true and real and stick with what you know and you can then turn around and be confident. Well you can stick with what you know as long as you have redeemed yourself in different areas. Yep.

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I am not going to agree that you stick with what you know if you’re still here. No. ‘Cause that’s a bit docile put your life together and let’s do some s*** which we covered it yesterday. Yeah. Get my s*** together I think the class was called. Yeah? It’s about having, like moving those beliefs, you don’t actually realise you’ve removed them until you sit in a room like this and someone starts opening up bits and pieces and you go, Oh my God. Okay. So I’m going to take what you just said and I’m going to demonstrate that on this. So in the beginning I thought reading would be enough to fill whatever that belief and source inside and I was only through being in rooms like this and being around people who challenged the limits to that bulls*** that I came to appreciate how much I needed to work on me. I didn’t need to work on my back swing, I needed to work on how I was sabotaging the internal game, the game that mattered the most. (General agreement) Yeah? Yeah. So that’s on positioning a mastermind. Mmm. Yeah. Yeah it is. You guys have gone really quiet. I assume you’re just super impressed? (Laughing) You can do that. Market like that you can just real (indistinct) Well if you want to be a master like that here’s what I did. I started out looking at the expertise around me but then I made a decision to start remodelling them which meant being really close with it and making sure I was in a room just like this, so that’s what I did. Woo. (Clapping) How we doing here?

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Yeah. So after a while anything that is said by your posse can become a redemption story. Oh. Very clever. Epic. While you’re doing that and answering all the questions are you also overcoming any of the rejections that you----Totally, yeah, good. Beautiful. Yep, well spotted. Who knew that we could unpack this for 50 minutes? Mmm. Isn’t it incredible? Yeah. And I feel like truthfully we’ve scratched the surface of what we can do around it. There is so much to unpack. Can we move a little bit into ideal Avatar? Yeah. I’d like to Avatar so you guys had a go at the Avatar exercise which is great. (Indistinct talking) Seen lots of Jacks which is good, it’s a good place to start. Let me just be very definitive for the recording. The Avatar is not a description of everyone you work with. Mmm. It’s not a description of everyone you have worked with. It is a description of the one ideal client, the one. Just one. You might have them as a client, you might wish them as a client, you may have had them as a client, it doesn’t matter but you need to describe who your dream client is. Yeah. And this is the reason for that is so important and this gets left off a lot of the times we teach Avatar people are leaving off the whole point of the thing and the point is, when you market, you’re going to market only to that description. Yes. Okay.

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That is it. Yeah. You’re not going to market to that person plus the three other Avatars, see a lot of people tell me, “I’ve got about six Avatars Sharon what do I do?” You dump five, you dump five. You have one idea and you literally rub your blogs, your emails, your copy, your content, your product, everything is written for them and no one else. Is that pretty cool? Yep. Yep. And you don’t try and impress anyone else, you don’t try and widen the net, by going, oh yeah, I don’t mind if I work with them as well. You might work with them but your marketing is not addressed to the outliers who you also wouldn’t mind working with, you only market to that one person. Cool. Yeah? Do you still track other people anyway? Of course you do. Yeah. But when I’ll do a TCI in the context of this. So who’s our Avatar? We are. Single. What’s their names? Sorry? What’s their Avatar? Here. Jackie is going me. Well your name isn’t Jackie. Its Jackie my friends, so when we started doing Avatar Analysis eight years ago, it was Jackie, but Jackie’s grown up a lot, your name’s Jackie, you’re so okay everyone else is but then we’ve grown up and we’ve grown as a character and grown in terms of our experience we’ve provided, so now we call her Jackie Mark 3 and so Jackie Mark 3 wants a sea change without actually moving. Has experience, been professional but now wants to re define what professional means. How am I doing here with you guys right now? Mmm.

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Who wants to live life on their own terms in a way that’s loving, respectful and inclusive of others? Who values being part of a community where their weirdness and quirkiness is celebrated? Yeah. How am I doing? (Indistinct) Yeah. Where am I describing you completely? (Indistinct) What’s that? Yeah it’s me (laughing) who else feels I’m just talking about you right now? Show of hands. Yeah. You don’t feel it’s you, you don’t have any quirks? Not that I’m aware of. Not that you’re aware of.

Okay, everything but the prep. There we go. (Indistinct) And the what? (Indistinct) Yeah, not yet. (indistinct) name’s Jackie. (Laughing) Which is what he should have said, Tony you should have said my name’s Jackie, I love it but who can just relate completely? That’s and they’ve probably, she’s probably been searching for a while and didn’t even know she was searching for a place to plug into where her awesomeness was demanded of her. Yeah. That’s our market. Isn’t it fabulous? So now you know who you are. (Indistinct talking)

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(Laughing) Now you’ve all got versions of that that’s not the point we’re not interested not thinking about and I mean this, please don’t misunderstand this, you individually, when you’re thinking about if this appeals to you, you will be attracted to that. If that doesn’t appeal to you, you will not, and how cool is that? Yeah. Very. Which means who we have in every program is a match for me to be me and for Joe to be Joe and for our team and this graffiti on the ceilings and for you guys to love it. Yeah. And for the weirdness that goes on down in HQ and the dancing, none of that is out there for you, it’s just yeah, we dance. Why don’t you? Or wow I wish we could get this into our company Sharon. Or how do we get this into our company Sharon? Yes. They’re the conversations we have with you because this is you didn’t even know you were looking for it and now you have it you go, Oh yeah that’s what was missing. Mmm. Oh. It’s like mind reading. It is like a mind reader. Is this totally cool? (General agreement) That’s why you’ve got to know your Avatar and noticed what I described was nothing about what she wants to have. No. I didn’t say she wants a course or content, she wants experience. You guys are really quiet. Talk to me. Yeah. Okay. I don’t know what to say next. You’ve got to help me. (Laughs) I’m done. (Laughing) Yeah?

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I never knew that you wanted to market to that. It says it in the manuals, repeat when I see that bit. Mmm. You only market literally to that person. Now we can go further with our Avatar. Advertise admitted desire is to help other people, is to make a difference. Our Avatar’s secret desire is to feel self love and to know herself, love herself and trust herself. Yeah. Beautiful. Yeah? Jackie? (Laughing) It’s totally not buying the power drill for the power drill. Yeah. You want the picture on the wall and to wrap around it. Totally. Yeah. So I say it again the admitted desire is to make a difference, the secret core desire is to love herself, know herself and trust herself. That’s the truth. Yes. But the pathway we’re on together is not getting content. That’s simply the vehicle we’re driving. It is fuelled with passion for self evolution. Yeah? So when you’re marketing do you market what they want i.e., the----Yeah that is a super 8 question market to the surface desires or the secret desires? Yes. What do you need? I want sorry. That’s okay. I just asked what the third one was love herself, know herself----Trust herself. Thank you. And it was filled with compassion too.

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Oh, yeah I understand that. Self evolution. What’s that? Self evolution. Self evolution. So then do we market the surface desire or the core desire? Both. Core. Self. (Indistinct talking) We should take bets on this. (Indistinct talking) Subliminal. (Indistinct talking) No. Core. It’s a great question. (Indistinct talking) Yeah, what have you got? So its desire for me and the other stuff I get when I’m in here and I realise. Interesting, okay. It depends on the journey, what stage of the journey somebody’s on, whether its surface or----Okay. So shall I tell you? (General agreement) But that was fun, that was fun. Thank you. (Laughing) So we market to the surface desire. Yeah.

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Deliberately. Yep. So that when you read our emails or our blogs its surface desire, it’s all how to help other people but the background message, the scenery, the commentary, the unsaid but this is just nice to know stuff, is the core desire. Mmm. Oh. (Laughing) And that’s experience. Is that the experience? It’s the experience. Yeah. Knowing you’ll be safe with us that your quirkiness and weirdness, except for you, is safe with us. (Laughing) I don’t believe that. Exactly. ‘Cause here’s the thing in the marketing thing in TCI which is quite the challenge. You can’t send an email saying, I know you don’t love yourself. No. (Laughing) You see the problem. Yes. Done it. Who are you to say? Because it’s a hidden desire. Mmm. It’s not an admitted desire. So you can never write directly to a hidden desire that is something that hasn’t resolved yet but you can write this. I’ve been working with a lot of clients lately who’ve been sharing with how they really struggle with lack of self love. Mmm. Beautiful. That’s how you do it. So the sub-text, I’m talking about someone else, I’m not talking about you, no it’s never about you, it’s about someone else. I was working with a client recently and they’re

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really struggling how to trust themselves. And so I gave them this three step system that seems to have worked for my all clients, I’d love to share it with you, I think you’d really find it useful in terms of helping the people you help in life. Mmm. Should I go awesome? I know and the Avatar goes yeah open great. Say something. You’ve been quiet. (Indistinct talking) Yes it is owed and that’s how you do it. You don’t ever say you’re f***ed up. (Laughing) You just don’t. We all laugh, you just can’t even say that as a marketer the whole plan is you just can’t say that. Could you kind of also do that in a you know if you were doing your website or as a muse yourself could you also do it as a cascading sort of fashion so you kind of start out with the sort of the surface desire and then as you go down talk about what other benefits might be. Yeah maybe you could do other----Not that badly but---No I get what you’re saying yeah, it probably could be okay to say what our members share they get from the program is dot points so here they are, you believe they help people from a wide variety of backgrounds to understand the three key steps to self love and self trust. To have the five ways of overcoming procrastination and self doubt. Yeah, yeah. That’s doing it. Yep. I’ve already said. Yeah. Yep definitely. Okay thank you. Always a solution there right? Yeah. Yeah. Better marketing is to say, what I remember as love is that and they get to do it on their own terms in their own way.

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Right. So it’s saying that yeah. ‘Cause what I also do is overcoming objections. Well get to that this afternoon and you’ve got to do a lot of overcoming objection and most people’s objections is, this is the truth about the world. I want all the change but I don’t want to do anything. Yeah. Yes. Yeah. True story. I want the change but I don’t want to have to progress. Yeah. All the hard work. Or pay for it or put in the effort or exactly. In marketing the way it’s taught is, most people you can’t sell how to fish, you’ve got to give them the fish. I’ll go further and say actually what you’ve got to do is get the fish, digest the fish, s*** out the fish and just give them all the nutrients. Yep. (Laughing) (Indistinct talking) It’s very true for a lot of marketers, it’s like wow you want me to do something? Yeah. Or how about this? So many we literally have people on the phone saying, I want to become a coach and I want to spend like 500 bucks and I want a nationally accredited program and I want three years of support and then a lifetime of support after that and do I get one mentor or three mentors for 500 bucks? There’s this just complete lack of understanding in regular world what it takes to create an epic level of change. Mmm. Because most people have such low standards for themselves they would never have conceived of being able to go their distance. Mmm. Does that make sense? (General agreement) So that’s the market we don’t try and build to we recommend them to our competitors.

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(Laughing) Super helpful. Yeah. We want the telephone numbers of the people who want them to go join. (Laughing) Oh that was fun. (Indistinct talking) Three schools keep sending them that way. (Laughing) Were you going to say something? (Indistinct talking) Yes, yes so share it, let’s get the conversation going. What are you learning? A lot. A lot, s*** loads. Yeah. See if you can articulate some. (Laughing) It’s just the thought that I saw your messaging you know that gets that perfect match straightaway. Wonderful yes it is, yes. How absolutely powerful are stories? Everything, absolutely wonderful. Yes? What else? It just gives you so much direction. Yeah. There’s no, you can’t fluff around now, you just know where you need to go. Yes. And what I’m going to do is that studying marketers and look for these patterns now. Just get obsessed like I am with reverse engineering, every marketing message to look for these indicators. Where is the character which we haven’t talked about yet, we’ll do that. What’s the,

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who’s the Avatar they’re appealing to? Why is that appealing? What’s the core desire and what’s the superficial bulls***? Yeah. Yeah, yeah, we all know the difference but we’ve got to save ourselves before we save someone else that’s the truth isn’t it? That was my journey. Yep. We can relate to that. ‘Cause now I’ve got to get some game before I tell anyone else how to play. Yeah. Yeah? Is it one Avatar one market or can you----Yes. -----advertise this in multiple markets? In general I’ve never come across one Avatar, I don’t know where I’d transfer Jackie Mark 3 to, but I’ve got to say I see a lot of Jackie Mark 3’s in a lot of markets. Mmm. Because I think what we’ve tapped into through good management and good luck you know, hours of having a go, is something that’s core to humans, to the human experience which is to know ourselves, which is to trust ourselves, that is to know we can handle what life’s got. I think the universal truth is, I’ve always carried the fear of, what if I’m not enough? So yeah I think there’s some truth in what you’re saying, now I’m saying it, I think this Avatar does translate to other markets. We , a pair of tennis shoes can just be a pair of tennis shoes, I’m going to move away from tennis, running shoes can be running shoes but if you buy a certain brand doesn’t it elevate your status a little bit and make you feel you’re going to be okay? How am I doing? (General agreement) Or the person who just totally blows off brands and makes sure they buy the no brand and is loud and proud about it that’s also saying a lot, it’s saying, You know what? I’m okay even without the brands. We’re still communicating, I’ll be okay. Mmm. Most purchases are done to bolster our self-esteem, our significance, most purchases are significance and longing driven. I’ll be okay and I won’t be alone if I have this. Sure.

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If I buy this I’m in this club and this is who I identify. If you buy an Apple you’re in this club and this is how you’re identified. Once you go the Mac you can’t go back and other nonsense. I’m kidding, brands. I just remember Peter Blanchard or something like that, somebody asked a similar question whether you can have a couple of Avatars and his answer was, you can but don’t confuse the market so he said---Well he didn’t say that, he said can one Avatar translate to another market? Yes but you have two Avatars in one market not what his question was, no. But my question was and the reason why I was asking this is he just said he’s got a couple of Avatars that he’s got different websites. Yeah I just said that. He’s got, yeah. Yeah I just said that. Okay. So spot on it’s a great question you just asked. Yeah. A really great question. Can we go to the next step? (General agreement) Are you guys cool to keep going? (General agreement) Yes. So let’s looking at characters. How well do we need to know our Avatar to know which character traits is going to be appealing to them? Yeah. So well and then there’s all the subtleties. Right. And when we get to content marketing and overcoming objections and stuff like that we’ll start realising even more of the subtleties, that some characters can overcome some objections and some characters cannot. Yes.

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Some characters can point the way to redemption, some characters not as well. You can’t overuse reluctant hero in terms of redemption, reluctant hero is one of the steps, it can’t be the only step, at some point you have to step into expert leader and say definitely, and this is what you need. Yeah. You can’t be reluctant about that. Does that make sense? (General agreement) Yeah, so tell me where did you get to with your characters and who today is dressed as their character? (Indistinct talking) Not quite. Yeah, not enough. So I will give you the master class version of this. Wherever you go in this community, you should be dressed and presenting yourself as your character. Yeah? It was really funny you just brought that up because yesterday I thought well I’m going into the training room, thought about the program title, what I was actually doing, and thought you know, I just needed to be comfortable so I put my jeans on. This morning I came in with a mission. Yeah. And that highlighted the work that we did yesterday. Great. And what I generally do when I’m out there act as if I’m always you know going for an interview so. Always. So yeah and when I realised what I did yesterday. Yeah. And I thought, wow. Yeah. So today’s (indistinct) So if you’re character is to be a student who are you leading? Yeah. Student. No one.

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(Laughing) No one. Why. They’re all bought. (Laughing) I so got that yesterday. Yeah, so you guys have all gone a little bit quiet I’m not trying to make anyone feel icky and if you don’t engage in conversation I don’t really have much to say so this conversation is facilitation not a lecture so what are your thoughts on what I just shared please? Yeah absolutely, I mean that’s the area for me that I know I’ve actually talked in the past that about presenting yourself in the way that you want to be perceived and it’s definitely something that----You are being dressed in the way you want to be perceived and you’ve nailed it. Yeah. Oh yeah? (Laughing) Yes, everyone has in this room nailed how they want to be perceived. Mmm. Yep. You always do. We always do. What do you think? (General agreement) We always have. Yeah. We’re always communicating a message. Yes. And now even if we study it and really indifferent you’ve communicated that that’s a message. Mmm. Everything’s communicated in how we want to be perceived. So then the question becomes----(Indistinct talking) Is dressing that way and presenting yourselves that way going to get us perceived in our market leader in our market? Is that how the market leader would present themselves?

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Yeah. Now I know pretty well all the market leaders in our space around the world personally and professionally and I’ve never seen them not dress at any event where they’re a guest, a speaker, a student, so I remember a lot of these events where a lot of these guys were members in Master Minds together and we all turned up to do business. Yeah. Mmm. All the time. Yep. We have an expectation that there will be people who want to get with us, be with us, start recording with us, do a quick interview on an iPhone, it happens all the time wherever I go, so we’re always presenting ourselves ready for the Photo shop, always. Yeah? Love it. I mean in my business I’m a generalist so I see most multiple Avatars. No you don’t, you have one. If you’re a generalist coach. Yeah. Who’s the Avatar of generalist coach? It’s one Avatar, I said that so many times. Mmm. Come on guys, there must be more than one generalist in this room. Have a go. Who’s your Avatar? Yeah? Who’s my Avatar? Yeah are you a generalist? Minimally yes I’m very minimalist yes thus far. Okay, can I hear some ideas of who a generalist Avatar would be? Yeah please someone lets go I’m getting older and I’m 50 already. Can we get to it? (Laughing) Oh my God. All right so hi Lisa I know it’s not easy being a 40 something woman I’m wife and mother just trying to especially when you’re tired from working in the field and helping others, when you think about attacking this behaviour problem you know is unresourceful, it can seem overwhelming so I want to take a minute to let you know everything is going to be fine. How can I say this? ‘Cause I know how you

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feel, tapping into my personal power and my competency wasn’t easy for me either, I sure had challenges of my own just like you do now. (Clapping and cheering) Awesome. That is terrific. Who can relate to that one as a generalist coach? You nailed it. Oh thank you. Yeah you nailed it so now I’ll just say again, all your marketing and all of your message is to that person. Okay. Yeah, it doesn’t matter if you affect other people at this point say yes to everything and hope something sticks I get that its where I began from my very first brochure I wrote to that person. Mmm. I did. Mmm. And I know from my first client was my dog walker, remember told you that story? Yes. She knocked on the door, I gave her my business card ‘cause that was my way of showing her I was a coach ‘cause I was shy so I at the point in time picked up my dog and I put it in my letterbox innocently. (Laughing) And she knocked on the door and she goes, are you a coach? Yes. Will you coach me? Yes. How much do you charge? How much? But she got my brochure and she said, that’s me, and its basically what you just said and she recommended me to someone who recommended me to someone 12 people along, so I worked off the referrals for two years all because of one Avatar. Yeah. Now other people who I worked with as well I got recommended to people who are nothing like the brochure, they never needed to see the brochure, but you’ve got to get started with that ‘cause otherwise you turn up to a networking event and you’re a generalist and who do you say you work with? Everyone. Anyone. Anyone, that’s not appealing.

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No. Or I work with seven different types of clients, you can’t say that. Mmm. So you say this - I am working currently with six clients. These are some of the goals they’re wanting to work on so for most of them and you just describe your Avatar. They are wanting to build a skills set around communication, building relationships and understanding what makes them tick and why they do what they do. Mmm. It’s getting some great results, one of them is just blah, blah, and one of them is just blah, blah, insert great results here - redemption. Mmm. But I’m describing that. Yeah. Love it? Mmm. Love that. Does that answer your question? I guess. Does that answer your question? You know what, I’m going to put it differently. Stick to your mini Avatars, you let me know how that goes in a year’s time. We’ll have a chat.

Don’t you

reckon well compare notes in a little while shall we? What do you reckon? Yeah. Yeah. Okay. So where were we? Avatars. No we weren’t. (Indistinct talking) Dressed as your characters. (Indistinct talking) Yeah. What do you guys think about the feedback to be the character as we want to be perceived in our market? Yeah? Would any of you change how you dressed today perhaps? Absolutely.

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Absolutely. Yes, no, tell me. No. No. Great. So who would and how? I’d love to know. Yeah? I have a tendency sometimes to go a bit over the top with the way I dress I’m probably quite mild today but----Who’s your market? (Indistinct talking) What? Women, 40 very similar market, so 40 old women, managerial, tertiary educated, in many ways, myself. No you’re just doing a demographic, hon, what do they want? What do they care about? Mother, they care about being a good mother, they----What do they want? They’re hiring you for mothering advice? No its self love. Self love? Yeah. Yeah. (Indistinct) And what are they denying themselves that prevents them having that? The time to do so, the investment, betting on themselves is something they don’t feel comfortable with. Could you say that again what you think is causing them not to get there? The time, finding the time. Making the time. Yeah making the time for themselves because they put everyone else first and also financially they’ll put them to----I think the way you dress is great for that Avatar. Absolutely. I think you need to have a bit of edginess.

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Yeah. Because I think their lives are so beiged down and they’re so into self sacrifice at the moment to see a character who’s daring to be a bit out there ‘cause they’ve put a little bit of thought into how they present themselves would be very appealing to her. Oh yeah. Rock on with that. Yeah I agree. Yeah. Do you like that? I love that. Yeah definitely ‘cause it’s not about being a mother that’s part of their description but what they’re really wanting is to you know, you know what? I’ve still got the guru in me. Yeah. You know what sisters? I’m still all that. Yeah. That’s what they’re wanting to know really at the heart of that market. Would you agree? Yeah. (Indistinct) sisters. Yeah. Yeah. I love that guys, that was awesome. Yeah no I find that and at one stage on this journey I’ve always been a very vibrant colour in fact this is probably the first wardrobe I’ve got with a bit of black in it but----Wow. Yeah. Good for you. So you’re not from Melbourne? No. I’m not. (Laughing) I’ve been there. (Laughing)

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When I was doing the corporate thing back then I do have afro hair and running around and I’d have these colourful scarves and different things on and I’d walk into these corporate offices and boy did I get some looks so I’d be walking in a swarm of black and I’d be the other one and I’d think, well that’s is who I am and the clients that I’ve had honestly they thrive on the fact that I can wear the colour and they can also wear the colour. It gives them an opportunity to----It gives them permission. Yeah. Sorry yeah. It’s not opportunity its permission. Permission. Yeah I agree. Do you love that? Yeah. How are you feeling about that? Yeah. Yeah. So embrace the wild. Yep. Because I think what you’re market’s saying is, you know what I feel invisible in my life right now in my own life, I feel invisible and it’s so inspirational to see someone who’s claiming their space again and saying yes to themselves first. How it’s so good to know I can do that. (General agreement) It’s awesome. Isn’t it fantastic? Yeah. And you’d be digging as well. You’re totally digging, yeah. How’s this conversation been guys? Yeah. Okay. We need to wrap up because we’ve been going for nearly an hour and a half now. Can you believe that?

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Wow. I feel we’ve barely scratched the surface. How do you guys feel about that? Yep. Can I please get from who learnt something in this session? Show of hands. Everybody say tons, tons, tons. Tons, tons, tons, ton. I love that you’re doing the tone as well I love it so can we get some key meanings please so what was just from any part of this training? What was it for you darling? Market who I need to Avatar. Market who I need to Avatar. Fabulous. Who’s going to be doing that? Yeah. Oh good oh how exciting. (Indistinct talking) (Laughing) Triumphant. What else did you learn? Yes. Marketing is fun. Who thinks marketing is fun? Yeah. Can I have a hell yeah? Hell yeah. (Whooping) It is. I love the use of the story. You know what this training is all about? I get to hang out with people who love marketing like I do. (Laughing) My geek level has just gone off the charts I’m in my happy place so I’m staying here so. I love too how that’s rubbing off.

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Yeah you’re feeling about it. The story of how (indistinct). Wonderful. Have to, need to, should use. You should and you must and you want to, you’ve got to. I want to do it. Yes. What was it for you? I really like how we dress is communicated and how we want to be perceived. Yeah. I’m going to have a lot of fun with that just looking at people and thinking, how they want to be perceived based on how they’re dressing, yeah. Good. wonderful, wonderful, what was it for you? Well for me it was just sharing that insight as I was speaking that I’ve always been that unicorn and when I first came into TCI and you were talking about being the unicorn, I’m thinking, well what do I need to do? Yeah. I just need to be me, that was it. Yeah as long as you’re a strong character, I agree. Yep, massive. I agree. Just embracing the characteristics that are appealing to the market which I would love you to do a bit of leather and lace and get it happening sister, all over it. I have boots with zips at the back but there’s too many zips. No go I really do (laughs) I get comments like at that at work they’re like, “Gee that’s a lot of zips”, yeah, I’m feeling a bit zippy today. (Laughing) (Indistinct talking) I love it. What else? What else has been key in the session yeah?

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The power of beliefs and words. Sorry? The power of beliefs----The power of beliefs. -----and words. Yeah definitely let’s really get into that the rest of the day. Yes? I loved the, show them the redemption. Mmm. Yeah. (Indistinct) Be very clear about how you redeemed yourself in some area. And be very aware of the back story there that got you there. That’s what they’re really joining you with. That’s what brings us together, we unite around that, we don’t unite around the content. Yeah? Marketing to the surface and a bit of the secret in there. Oh who loved the story about there’s two desires, one is what? Surface. Surface and one is the----Secret. Secret or the core, what is really going on in your marketplace what they’re really doing when they buy the toothpaste. Mmm. The surface is right, to the clean the teeth, secret desire to say something about what they care about or how they love their family or how they’ll only buy the best or discount will do. It’s all communicating something. Even indifference is communicating loads. Isn’t that exciting? Yeah. What else? Let’s get some more, yeah. What character you need to be more of to be able to market I love that the insight into that and seeing that I need to get more hometown girl going. (Laughing)

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Yeah well if you can you’re embracing all the Avatar because a lot of when we work sorry I’ll do it again. When we work with the market the surface is all together even our market can want to look like they’ve got it together. Yeah. You know a lot of clients in the business world that I coach are all about put together but you know what I’m actually coaching them on? (Indistinct talking) $10,000 a month retainer, I’m coach theming on their businesses doing great but what am I really coaching them on? Self love. Self love. Self love. I’m actually not giving you, all my business client’s multi-millionaires, self love. Yep. Isn’t that something? Yeah. Mmm. So you know I agree and the hometown and the regularness and the everydayness makes that accessible because it’s all about vulnerability. Mmm. You can’t all be expert you can’t all be us versus them, you’ve got to tap into the vulnerability of reluctant to hometown, I’m just like, that’s how we connect. This is what impresses us, this is how we love. Do you love that? Is this the thing about Tony is he still an expert? He’s what? That Tony, Tony Robbins. He’s too much expert but for a lot of people he is. Yeah. A lot of people say, he’s over the top whatever, my feedback is man if the guy’s got a good message so I can stop worrying about the messenger but we’re marketers who have got to

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appreciate all these nuances but its someone who is into many of these people please don’t criticise the messenger, if you’ve got your s*** together feel free to say something. Yes. Right. How I am doing here? Yeah. The guy is awesome in so many ways but I agree the feedback is often, “My God he’s only got one intense tone, does he ever relax?” ‘Cause it feels like he doesn’t. Yeah. But you know what? He’s doing okay. He’s sold a billion CDs, he’s doing all right. And by the way I said that wasn’t me criticising Tony, I agree that that’s the feedback he gets. Yes. ‘Cause he does just that very expert leader tone. Do you guys get that? Yes. Recognise that’s just. You’ve seen the pattern though it’s been fantastic, you’re seeing it how exciting. Okay. Anybody else? What else did you love? I’ve got hot sweaty palms for you, it’s so exciting but I’m a dick. One more thing. Yeah? Connecting to the experience and feeling. Yeah, wonderful, wonderful, wonderful. Can I take a couple of minutes to talk with you about Your Success? (General agreement) May I? (General agreement) Okay, so I got an email this morning, okay I’ve got to make that the punch line, I get all excited so Your Success is a program we’ve built for you. We’re really mindful that if you have a service, an intangible, without a tangible you don’t appeal to your market quite as well as if you can give them something. So we’ve done a program where you can give us something. Can I have pretty thing? Do I have a pretty thing to hold? Here you go. I want to hold a pretty thing. Hold Diego.

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Hold Diego. (Laughing) He’s mine. Diego is mine. So this is the pretty thing we created is everybody in the group for Your Success? Yes. Anybody not? No. I’m not yet. We need to make sure to get so we created a group and our goal is to have a million members in the group by 2020. Oh. Yes so that’s our vision to get this message of empowerment and about how to self love, self trust, self know, through a 12 module program we’ve done we’ve created and its really exciting but the group everyone should be a member of and that your clients can join it and they don’t have to be a member of the program. Oh great. So you can join any of your clients to the Your Success group on Facebook and they can join in the discussions, they can become part of the community, because a lot of your clients are very similar to us, we love being part of being a place of where self matters. Would you agree? Yeah. So getting the concept you want to but if you wanted to make it to the next level we can, we spent a lot of time yesterday talking about, move away from just selling your time and if you want to get to the next level this is a potential pathway for a lot of you if you’re generalists. Yep. Or very much into helping people experience successful lives. So it’s like $29 a week to get it started, its peanuts. Is that a good price? (General agreement) You guys have gone really quiet. Its 29 bucks like we’re trying to make it like there’s no excuse for anyone, we’re making it as no brainer as we can, so you can pay before and save yourselves a fortune, like 500 bucks, or just stay around for 29 bucks a week and you get to get, its 12 modules on everything to do with how to experience self knowledge, self trust and self love. And the modules include things like - I do average day exercises for your clients. How to be an

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awesome communicator. How to Live your Values. How to Identify your Life’s Purpose. Everything we try to communicate to our clients we educate them for you in the program. Who’s loving it? Yeah. Yeah. So it sounds to me as though it would be perfect for that seven session or at the end of the six session of your pro bonos. I would recommend it. That’s actually really good thinking. Mmm. That is really good thinking. I like that. (Indistinct) for hold it. That’s it, that was the one, good on you I believe in you, so what you do is you get into the program and for whatever you want to pay, you can pay the discount amount or pay it off weekly or monthly or whatever you want to do, and then what we do is invite you to partner with TCI. So we want you guys to be our partners we want you to join us in this journey, we think we’re a really good partner, we think our brand credibility, what do you guys reckon, it’s pretty good? Yeah. We’re okay? Yeah. So you get to share in our magic powers, you get to have our magic powers as you do, so we will support the brand, we will support your brand, we will give you copy to put on your website to support this, we will give you an affiliate link so every time you get one of your clients to purchase this program you earn the half the fee. Mmm. Woo. Yeah. Is that pretty good? (General agreement) So if you buy the program once you only have to sell it to two clients and you’ve made your whole money back and after that you’re making profit. But we didn’t think that was enough. Can I go further? Mmm.

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Yes. No, say yes, come on. (General agreement) ‘Cause I want to go further. Then we thought what will blow you guys away to make this beyond a no brainer so that everybody here, you know, you guys are the cream, I want you to be ambassadors for this, I want you just not to have it in your back pocket, I want you to get excited about it, talking about it, proclaiming it to the world, evangelists and advocates for it so we’re running an event in July for free. Wow. It’s a three day personal development Your Success program that I’m personally running so if you have your clients involved in the program, guess what? They can come. They can come for free. Wow. And we will support your clients. How’s that sounding? Wow. Fantastic. Pretty awesome? Mmm. So you get the program once after that you only have to pay 50% and you can sell it to your clients at any amount you want. Wow. So you can sell it for thousands and thousands of dollars and you coach them to the s which is what you’re doing, you’re literally getting module one, getting them say this week were looking at this module, I’m going to coach you next week on how you went with it and you coach with them to the 12 modules so you can get 12 week, fortnightly, 12 months coaching program, you’re selling them into. Mmm. Because clients love coaching but they love tangibles more, so when you sit down with them they want to know so this is what we’re going to do Week 1, this is what we’re going to do Week 2 or Week 3 or Week 4. How are we sounding guys?

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(General agreement) Are we acceding expectations? Yeah. But then I went further. Oh. I have been busy in the background and I don’t know if it’s done yet. Is Alysium finished? I haven’t finished ours. She needs to because we’re going to give you if you’ve already got the program you’re going to get this as well, you are going to get this. I’ve written a five page coaching agreement and packages at three different levels so selling the time for money and the packages are designed where you get them on a retainer at three different fees and it gives you the products embedded in the packages all the way up to $1000 a month retainer. It’s all done for you. Oh. So all you’ve got to do is you get the program you get affiliate rights we’ll support your clients ‘cause we really want you to succeed, we really, you get that don’t you? (General agreement) You get to come along for the weekend with yourself and your partner or bring your clients and we will champion you and your clients and make you look brilliant then if you come along to the event what we’ll do is you can point a camera at me with you and I will do content with you for your marketing. Great. Thank you. Wow. Awesome. Wow. How are we doing? (Clapping and cheering) You can come to that event and you point whatever you’ve got iPhones these days are brilliant and you get someone to hold it and I will help you create content marketing, you will interview me for your content to go on your blogs, to go on your Facebook, to add to your market so you’re associated with the magic powers that I have in this market.

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Awesome. Wow. So instant credibility for whom? For us. For you. Yeah. Then I got an email this morning and one of my friends is John Assaraf and he’s the nicest guy, if you don’t know him, he’s an absolute sweetheart, I’m getting emotional. I did him a favour, I helped him out a couple of years ago and since then he’s been a very loyal advocate of myself. I’m very, very fortunate to have him on my team. And he sends an email, his team he sends an email this morning saying, you are a really big deal for us how can we help you? And he’s just sent through, I think it’s about eight hours of pure gold content as a gift to say thank you for me and he said, can you please share it with all the members of Your Success group with love from John Assaraf. So if you join so if you’re part of Your Success affiliate program you get to say to your clients are going to get access to John Assaraf who has a following of millions of people around the world so if you think it’s magic powers from me just think about the magic powers you’re getting from him. Isn’t this awesome? Yeah. So he sent all the content through we’re going through it now working out what to use and he then said at the end of the email, But if you need more just tell me what you need and I’ll send it. Awesome. Wow. So he’s also agreed to interview me for Your Success so you’ll get all the credibility of that as well. Who’s heard of John Demartini? Yeah. Yes. He’s going to be on the premises getting interviewed by me in a few weeks time and he’s really excited to be involved with the project, Brian Tracy has already sent through I think four or five hours of content he’s involved with the program, they’re doing this as a personal favour to me because of the relationships that I have but you guys get to have this. Mmm. You guys get the benefit of this. How’s this sounding?

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Awesome. Mmm. Amazing. Yeah. So my invitation to you is if you love the sound of it can we do the handouts out please? Yes. Or not I don’t really mind yeah do them yes, do it ‘cause you’ve got to have the pretty things anyway if you love the sound of it and you think it’s pretty good at $29 to get started, what do you reckon? Yes. Maybe get involved and let us start working with you to help build your coaching business. How does that sound? (General agreement) Yeah. Any questions or anything you guys want to know about it or have I just blowng you all away? No. Am I in your way? I appreciate the explanation actually, I just got in close to it the other day by someone from the wow centre. Wonderful. To hear it from you and the additions what it can actually create is----Fantastic. So this is one of the other things we want to do for you because you’re all learning marketing, do you appreciate that? Yes. Yes. So what we’re going to do is in the background we’re going to work on the copy, the affiliate links for you, what to put on your blog, what to put on your fan page what to put in your timeline, what to put in your brochures, how we’ve done the packages for you so we’ve done it all for you now it’s just about you getting in front of people, networking, doing a little talk and being involved in this amazing movement that we’re creating together. Can I get a round of applause? (Clapping) END OF RECORDING [97:41]

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DAY 2 – SECTION 2 Shall we get into it for the rest of the day? [AGREEMENT] Are we having fun so far? [AGREEMENT] I’ve had the best time. I really am having the best time. My heart’s breaking right now. He created these posters for me himself. We’ve actually got professional posters and we replacing it with professionals. [AUDIENCE: AHH]

Mine are prettier. Mine are prettier and his are prettier and bigger and done with love.

And easier to understand. There we go. Well said. So we’re going to move into – we’ve done awareness too. I think we’re at 20% on our satisfaction, but given the time we have, is it okay if we move to – go on, say it loudly and proudly. [AUDIENCE: ALIGNMENT] Is that okay? Because you realise this is a lifetime’s unpack. It really is. 12 years, and we’re still unpacking our Avatar and what it means to be a strong character in the marketplace. Is everyone digging that? [AGREEMENT] So I have, hot off the press – who’s ever seen a package, a coaching package before? Show of hands. Oh God, none of you. Six people. Come and see me in the break. We have 3 coaching packages that we’ve designed for you this morning. How beautiful are these? Aren’t they divine? So this is how you do a professional coaching package. So for example, we’re moving into branding now, so the next section we go to in alignment is around branding, brand positioning, how to be perceived around your product is very credible, believable, and desirable. So this is an example of credible, believable, and desirable. It really is. So for example, your success package – 6 months ago you’re coaching package, and there it is. So what we do. We do a beautiful cover. Isn’t this divine? The quality. [AGREEMENT]

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And then what you give your client who you’re about to roll, they have a choice. They can get what’s included, why you would get it, what the investment is and we’ve done one for three different options for your clients. And then what you do is you just give them the choice. They can tick which box they want and which monthly retainer from $5.95, $7.95 to $9.95. Then tick the box they want. You engage them in that program for 6 months. How professional does that look? [AGREEMENT] Yeah? So that’s included in your success. So at the next break, go to the back of the room and collect your packages and as a member, you can always get these downloaded from your membership area for your clients. Is that exciting? [AGREEMENT] You’re so welcome. I was expecting thank you’s for that, because most people would never have anything – this quality. And the graphics is all done for you. I don’t know if you guys have graphic designers. We have the best in the world working with us with Glam-Wham. And that’s the work that she does. So there’s an ultimate you package. How good’s that? Isn’t it beautiful?

Yes. And then we’ve got a – the third package I named – what did I name it?

Life on your terms? Life on your terms. I did, indeed. There it is. Life on your terms. So it’s a professional brochure for each of the packages, then your client chooses the one they want and then it’s a full coaching contract there as well. [AUDIENCE: WOW] [APPLAUSE] So what were you going to include in yours that says Membership Areas are a Private Affiliate Area. So if you’re on-board you’re a success. Most of you are now, and what we’ll do is we’re setting up a private area for you which will include agreements, packages, coaching resources, templates, all based around this branding. So you’ll look very consistent. The branding’s done. You’ll look very consistent all the time. And we’ll just keep adding to it as we think of things or you think of things. How does that sound? [AGREEMENT] Now the other thing I want to include is teach you how we’re going to set up a section for you guys, so not for your clients. For you as the coaches. And what you do is you go in there and we’ll show you how to facilitate each of the modules so you can start running workshops as well. [AUDIENCE: WOW]

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So that’s all going to get done as well. So all you do is you take the module, get people in the room, run the module based on the content we’ve given you, give them the exercises – all the exercises are already loaded – and then your clients just do the exercises that we’ve done for you. Is that pretty cool?

Great. [AGREEMENT] Yeah. I think we thought of nearly everything. Apparently not. Go Bev.

If we haven’t bought the package yet but we’re still on your success group----The group’s just a personal development forum for everyone to come together, where we share the principles of your success, which is plasticity of the brain, how we can make our choices, have a little bit of power in life. But to access the content, that’s $29 a week.

Right. So when we work with that, we get----All that. As a coach, your clients – we’re not going to shut down access to clients obviously, so that’s your confidential, intellectual property. Love it? [AGREEMENT] Yeah? So that’s part of the branding conversation we’re about to have. So everyone needs to change gear. We’re going up to second gear now. We’ve been in first gear for a while. Please change gears. Second gear. You’re automatic? Just accelerate. You’ll feel the power kick. Did you feel it? [LAUGHTER] So we’ve looked at awareness, now we’re into alignment. And we’re going to look at brand promise content marketing lead generation for the rest of the day. And we’ve got an absolute cracker of a day. I’m going to give you at the end of the day or at some point 18 different lead generation methods, and it’s all lined out in a template for you. So we’ll have – it’s a wonderful handout you’ve got coming your way – but let’s just have a chat about what alignment is as a concept. Can I get access to the Power Points?

Yep. If something happens, will something happen? Voila. Okay, are you ready? I’m having too much fun in this training. Can I just remind you marketing training’s like forever. [AGREEMENT] Here we go. Yes. So this is where we’re at, and who’s feeling this is getting a little bit more locked in your minds? [AGREEMENT]

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Maybe you’re not completely comfortable yet but certainly you know what to care about now. [AGREEMENT] Wonderful. And I really appreciate the feedback that I got in the break from some of you, who were a little new – are saying I’m a long way from having that but at least now I know what the point is. Who feels that’s a good start? [AGREEMENT] And I really appreciate you saying that because you’ve got the right attitude about it. If you’re an expert at it, you’d been in it for 12 years. At least – and I appreciate you’re giving it the respect it deserves, that this isn’t a soundbite that suddenly all your marketing issues are resolved. You’re respecting the fact that this is a journey, but you’ve got to start somewhere and at least you’re starting with the right stuff. So thank you for that. So with Power Point. And I invite all of you to dress in your character types tomorrow? [AGREEMENT] Fantastic. Thank you. Would that be a good thing to do? And I know some of you are thinking what have you packed. [LAUGHTER] Shall we give it a go? So part 2 – and the reason I’m saying that – is that we’ve got to carry this into our brand promise. Our brand is our culture. It’s our DNA. So what our brand is is what we care about. And that’s obviously all of this distils down into character. Does everybody see that? [AGREEMENT] So this is determining that. That is determining that. Your competitor is determining that, because you’re going to do something else. Now all of that now carries up into – and I didn’t know how to do that arrow – into this. And so it’s not just content. We are going to go into content now, and what your clients are going to buy from you, but also, it’s the DNA of what they’re buying. So it’s the style of what you give them. It’s the tone that you use when you’re doing your recordings and creating the products. It’s the stories you share. It’s not just “I am going to teach.” For example, I did a library today in your success. When you see the videos of it, you’ll see when I’m interviewed I have a style about me when I’m sharing that content. And then if you were with somebody else in another market place sharing like I do every day, they deliver it completely differently. Same content. Different style. Different tone. Different stories, because I’m thinking so much about what does my market want to care about. Yeah? [AGREEMENT] And they need to use your success – one of the reasons I spoke about your success when I did is because we need to use that, because that will give us an example of what we’re doing here. So I’ve leveraged those as one of the exercises in your success. I learned I Do An Average Day from Frank Kern. Now if you watch Frank Kern deliver I do An Average Day – has anyone seen that video?

Yeah.

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Yeah. Tell me about his style and I’ll start doing a comparison to my style? What’s Frank’s style when he delivers I do An Average Day, anybody who’s watched it.

Very relaxed. Relaxed. Well, he’s got bare feet. That’s an indicator. Come on, describe him as a character, on that day.

Surf dude. Yeah, surf dude. Kind of un-cared for. T-shirt, boardies. T-shirt, bare feet and what was the conversation if anybody’s watched it, that he spoke about when he came on. It was recorded at the Hard Rock Café, Vegas. [AUDIENCE: WOW] Yeah? Very important to the story. Can you imagine us running a training on I do An Average Day at the Hard Rock Café in Vegas? [DISAGREEMENT] No. So come on guys. Dig in, if you’re watched the video, he gets on stage and what’s his first sentence? Does anybody remember?

Is it about how much he drank the night before? Yep.

How many gin and tonics. How many G&T’s they sunk. Little bit different perhaps to how I’m going to record it? What do you reckon? [AGREEMENT] And he got on stage and he goes like this – “How’re you guys all doing motherf***ers?” [LAUGHTER] It’s his opening line. Wow. Hey, he’s got more followers than I’ve got. He is the man. The Man. And like Frank Kern, he can get away with anything. If you haven’t watched him as a character yet, you need to. He is a very, very iconic character in internet marketing. And I’m going to use him – he’s a friend of mine, he’s a great guy – and we’re going to respectfully look at him as a character and then compare it to TCI and your success as a character. So you can start seeing how same content, identical content, completely different ways delivered. And then you’re going to start figuring out how would I deliver that content for my market. And you’ve got to figure out your voice amongst this, and it’s not to

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be the same as me. It’s not to be the same as Frank. You’ve got to come up with your version. This is cool, yeah? [AGREEMENT] So you guys are going to be quiet because it’s not interesting? Okay, you’re in? Okay, let’s do it. So if you haven’t seen Frank Kern yet, please watch him in the breaks a little bit, but for those of you who’ve watched it, keep describing. This is his next line “I imagine you’re all feelin’ a bit hung over from last night? What the f*** were you all up to?” That was his second line, talking about how you guys all got smashed the night before, because you were in Vegas. Now how do you think that would fly with my markets, or your success markets? Let’s give it a go. Let’s contrast frame. I opened the training this morning – “You guys all feeling as f***in’ seedy as I am? Motherf***ers?” [LAUGHTER & APPLAUSE] Maybe it would work, but you’ve seen – I hope the contrast is so huge you can understand different markets, same content.

Yeah. Yeah. Yep. And that’s the cool thing, to realise that any content and pitch at a different market, you must change radically who you are as a character for the message to be solved. They won’t buy I do An Average Day if I deliver it my way. And I do present on those stages, and I am not how I am with you. Which part of the characters do you think I am in terms of our brand? If I go onto Frank Kern’s stage or a digital marketer’s stage or whoever – who? [AUDIENCE COMMENTS] Leader. Expert leader. Very high on irreverent humour. You know how I have that irreverent humour? I take the piss very easily, and it’s not Joe’s humour. You know how Joe makes jokes? My humour is it’s in the moment, what happens is I’ll sharp angle and I’ll take the piss out of the moment, or you or me. That is very suitable to this market, to the Frank market, internet marketing market. So I up that off the charts massively. So I up the character of irreverence. Expert leader. You can get away with anything. This is the attitude in this market – the internet market – I can get away with anything because motherf***ers, I’m kicking your arses. That is absolutely this space. Whereas over here, there’s a lot more humility. Think about it. Joe and I really just keep talking about what we know and how good we are. That would be really tiresome, wouldn’t it? [AGREEMENT] Come on guys, talk to me. [AUDIENCE: YES] Whereas over here, if you’re not talking about how good you are why would they listen to you?

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[AGREEMENT] Isn’t this interesting? Yeah. So can anybody else remember if you watched the Core Influence DVD, what else Frank’s got going on?

He talked about how he had to face the IRS, was it? Wonderful. So it’s the FTA. And what happened was years ago he had a license deal, and the licensees who bought the products started making false claims, and the Federal Trade Commission held him liable for their claims. And sued him to bankruptcy. Yeah. And what a wonderful lot – after he shares with them his story. And he absolutely uses that as an us versus them story. It’s wonderful. It’s how I learnt how to handle the fact that we’ve failed an audit years ago with Aspire. Don’t worry about who Aspire is – equivalent of FTC. And I done exactly the same thing. I just saw how Frank managed the us versus them context of their out to get us. They weren’t on our team. We’re doing our best. I just used exactly the same story. You have to have a story to manage what’s going on. This is getting really advanced, but you need to know this. You’re managing brands. You can’t just have things happen. You have to get it, contextualize it with a story, and it has to be a story around the 4 characters. Is this not the coolest information? [AGREEMENT] You have to. It’s the only way to handle markets, because if you’re not creating the story, they are.

Mmm. Ahh. There will always be a story.

Yeah. And if you’re not creating the story, they’re going to make it up. Yeah?

4 characters. How do they come about? Why is there 4? Because the light works. [LAUGHTER]

So it is what it is, is that it? Yeah, I don’t know. I learnt it from someone who learnt it from someone.

And it’s kind of universal truth type of thing? Yeah. Well, so far. If you update it, I will buy your programs. True story. Really. At this stage, I got it from mass control, Frank Kern, and I believe Frank got it as a combination of working with Geoff Walker, Dan Kennedy and a couple of other guys, John Rees and some other guys. And where they got it from, I’ve never asked. So there you go. That’s the genesis. Page 24, mass control. Sometimes I do

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not add contributions. So anyway, if you don’t manage the story your market will create it’s story. And if you manage any story you want to manage within the 4 character’s stories, you’ll manage it well, or as well as you can. For the good days and the challenging days. And challenges you will have. If you get success, I can guarantee it’s because you’ve overcome some s***. It’s just one of the rules. So you’ll need to know – well I’ve got a manager within these character types. So when Frank had that story which is an us versus them – and then what does he do next? Can anyone remember? He starts throwing what at the audience? How to turn off this room – what he does next. Does anybody remember?

I think the texta’s and the whiteboard markers. Right. He throws Easter Eggs filled with hundred dollar bills. [STRONG AUDIENCE REACTION]

I wouldn’t mind it if he threw one for me. You wouldn’t mind but you would mind.

Mmm. Try it on. What would be the feeling if I had Easter Eggs at Easter and started here, go motherf***ers. Grab your $100. How would you feel? Disrespected. [AGREEMENT] You nailed it. Try it on. The feeling. Even if you scored $100, how you would feel. Can you talk to me please? This needs to be a conversation.

I wouldn’t want to get bought. It’s in Las Vegas though, there’s a different, you know – Yeah, I know. It’s a different market.

Yep. I’m aware of that. We’re here.

Yeah, well it probably wouldn’t work here in this----Ya think? [LAUGHTER]

Was it well received? Absolutely, and I’ll tell you why in a moment, but I need you guys to try it on. I need you to figure out what I’m saying is true.

Condescending.

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Yeah, that’s what I was thinking. I would kind of think of that $100. I love it. You’re nailing it. Absolutely. This is our Avatar speaking. It really is. Now, why did it work so well here – they couldn’t throw them fast enough, frankly.

I’ll take the 10 grand. Why do you think it went so well? It wasn’t just in friggin’ Vegas, he does it around the world.

He just has to gamble it. Okay, tell me – no, just forget it was Vegas. They do it around the world. They’ve done it everywhere. Stop saying Vegas.

It’s their word about their market. It’s their word about their market. I know it’s their market. What about – Level?

Five. Three. Level 3.

Aah. In Spiral Dynamics, which we’ll talk about tomorrow. Now come on, dig a bit deeper. What else about this market would like that?

It’s that joke-y arrogant type of thing. Attitude? Arrogance? Now we’re getting in there.

He’s a brand. It’s who he is. Yes, I know that. What is it about the brand that causes them to like – I get that it’s the brand. I get that it’s their market. I get that it’s their Avatar. What is that saying about their brand, market and Avatar?

He’s generous? It’s not about generosity.

It’s complete out of – it’s different. It’s different and wacky.

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If you do what he does, you can do this too. Yes. If you get a successful as me, you’ll going to throw aware $100 bills. Now we’re starting to talk about it. Do you get me? You can’t just keep saying it’s the market, it’s the market. What about it?

He’s got the credibility and he’s got the----Yeah, I had the credibility. It’s not credibility. He has credibility, but it’s not what it is.

Being eccentric, because of, you know – Being eccentric’s part of it. Good.

He has drama. Tell me how you can get away with doing something there so well that we think’s rude?

Is it just because he’s been what they want to be? He’s been what they want to be. That’s it. [AGREEMENT] He is being the character, he is living the life they want. [AGREEMENT] That’s it.

I see. We had to work a bit hard on that one, didn’t we? [LAUGHTER]

How far away from that – you know him obviously – how far away from that is his real persona? Outside the camera? I would feel uncomfortable discussing, knowing Frank personally, if that’s okay?

Oh no, that’s okay. But you say we have to leave our – you know, I’m----Yeah, and I’m just going to leave it at that. If that’s okay. I’d rather not discuss the personal relationships. This is not going to be dinner and stuff. But thank you for asking. So go back to this. Now you’ve got the contrast going. You’re spot on. What does that – if I did that or Joe did that - which would be hilarious by the way. People would walk out. Let me help you out here. You might not. Maybe you’re not an Avatar.

He – because – did he do it first in Las Vegas, and it was recorded on its own YouTube. So everywhere he goes now, people are going to expect that.

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Yeah, okay. Whatever. Can we just do the conversation we’re trying to have instead of finding how it’s not the conversation? That’s just not helpful. Yeah?

So based on what – I’m trying to work out what is actually going on in here, it would be like going to give a motivational speaking in Frank’s way to the professors at Melbourne University. Now you’re getting there.

Totally unacceptable----Yeah, incongruent.

So he would then have to dress like a professor to go and give a----He would have to turn up as he is actually. He actually does wear shoes these days. He’s scrubbed up quite a lot, cut his hair. He wouldn’t change that much.

No, but what I’m saying is like you’re a school. But they wouldn’t write his message. [AGREEMENT]

We’re here to learn, so the message that you want to deliver is a learning----You’re getting there. We’re kind of getting away from it. Can we just – let’s do it again – here they love it, because they want to be that. So what about you? [AUDIENCE: WE DON’T WANT TO BE THAT] That’s it. You don’t want to be there. How would you feel if you became a person who had Easter Eggs stuffed with $100 bills?

Misunderstood. Misunderstood? Dirty. Now you’re getting honest about yourselves.

Cheap. Manipulative is the word. [AGREEMENT] Think about it. “You’re trying to buy me.”

Ahh. Yeah. Isn’t it?

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[AGREEMENT] You need to listen to this conversation. You need to understand that every market, the behaviour that works there would never work here. And that’s why you can’t say “Oh, so it’s just about me being myself in my market.” No. It’s about being the aspect of you that this market relates to strongly. You feeling this? [AGREEMENT] Feeling you. In our market, what we would do – imagine if you have your fill and you say we’ve got some Easter Eggs here – and in every single one of them is a paid for gift for you give to someone you love. Now how would you feel about us tossing you Easter Eggs? [AUDIENCE COMMENTS] There it is. We’re there. Your market. I love it.

It’s like when you guys sent the packages out, we get beautiful cards with lovely inspired comments----And chocolates. Yes!

Not just chocolates. Chocolates wrapped in gold shiny paper. I mean, we’re in love on your pillow. That style. Yes. That’s us. [LAUGHTER]

If you want to throw $100 in----[APPLAUSE] I love it. Wow, this conversation’s tough, isn’t it? [AGREEMENT] So this tells me this is new but this is stuff you guys need to get. Does that make sense? [AGREEMENT] Because it’s a bit clunky at this stage and you’re looking for how it’s different and you’re trying – you’ve just got to get it instinctively. Can I give you a story that may help you with this? [AGREEMENT] I’ll give it a go. I’m not going to name names. Please don’t ask me, but I went to an event a few years ago. If you do know who I’m talking about, please don’t say it. Is that okay? Just let’s be really cool. [AGREEMENT]

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Okay, so I go into the room and I’m down the front ready to take notes, not on the content but on the delivery and the marketing and how they position the audience. That’s what I go for these days. I want to understand what are they positioning and conditioning us for. And I think a few of you are the same as well. You do that. [AGREEMENT] I grab up a pen and paper and I take no notes and I wonder why am I taking notes. And because when I learn, I am learning how to serve you. But I was watching what I thought was our market be positioned to be in a different market. Let me explain what happened. The guys there – there were 2 guys – they had balls they would throw into the room and if you grabbed the ball, you got a prize. [AGREEMENT] I want to be cool, so please, if you know who I’m talking about, don’t say anything. Is that cool? [AGREEMENT] And they do it, and everyone was in theatre style. And they got them into a frenzy. And I feel so uncomfortable, I can’t even act out what they did. But I’ll do a little version and then we’ll edit. No actually, I can’t. They just were screaming at the audience. Come on. Get in. Everyone. Get up. And they literally had the audience get up like a mob into a frenzy. Can I borrow your 2 ladies?

Yep. And they did this – imagine 30 of us. Just stand up, because pushing you around sitting down is not that cool, but standing up’s fine. So imagine the balls coming and we’re going into a – what is it? A huddle? [AGREEMENT] So we go for the ball, and he’s yelling go for it, go for it. You’ve got to go. Thank you so much. [LAUGHTER]

Like the bridesmaids, you know, when they throw the bouquet? Oh, yeah. Yeah. But 40-50 people. Men and women, leaning over each other, fighting to grab it. I’ve got it. I got it. Sorry, I feel so ugly. Huh?

Everyone for themselves? Every man for himself. [AGREEMENT]

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So I thought I was in a room with 500 people that were our guys, and a lot of them were half stupid, being taught how greed is good. And being taught might has right.

How did you feel, Sharon? I left. I bailed. As soon as it was appropriate, because a lot of people knew me. I was – a couple hundred people, so I had to wait for a break, and then quietly go. But how do you feel when you hear that story? Some of your body language just got really interesting. [AGREEMENT] But how would you feel?

Dirty. Dirty. There it is again.

Degraded. Degraded. [AGREEMENT] And the audience was taught that that was what was rewarded. [AUDIENCE MURMUR]

It’s like a school ground. I think you’re right but I think it was the bullies of the playground were encouraged. So it was bigger people who could shove more got the prize.

Imagine. That’s dog eat dog. Its dog eat dog – you’re getting it. Much better example I’ve given you than gorgeous Frank. Much better.

Yeah. And so – and that was encouraged – this went on for a couple of hours.

Wow. Encouraging it. And it just kept going throughout the weekend, I heard. I left Saturday morning to get going. Encouraging people to play dirty. To get in. To win. To get yours is yours. To make sure you’re at the front of the queue. Now there were – can I go advanced? [AGREEMENT] Are you guys all cool with this so far?

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[AGREEMENT] They were teaching them how to say yes to a pitch.

Ahh. Mmm. Mmm. Yeah. Yep. And that’s how they did it. They’re conditioning them with that behaviour that if you get in first, you’ll win. [AGREEMENT]

That is disgusting. Mmm. Interesting. Well, let’s just suspend any judgment around it, and – please, it’s just used as a marketer’s spare time, deciding what’s ethical or not – but just analyse it. How would that be if we behaved that way suddenly, here? [LAUGHTER] You lot just stare at me going “What do you want?”

It’s quite a cultural thing. It’s totally counted as a culture, but I need you to keep digging. And I’m hoping this will help you learn.

For me, I felt sick. Yeah, I feel like I need to hug you.

I feel sick that I heard that. I feel tense. I felt tense, that we were shoving. Is that how you felt?

Yeah, because you just don’t want to be that person. There we are. But they taught the room to be that. Now what an interesting way of marketing to get people off-side or on-side. [AGREEMENT]

And what about peer pressure?

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Well, let’s just to off-side and on-side, and I’ll come to it. How many people do you think were opting out? De-selecting, based on that? [CROWD RESPONSE] Plenty. Yeah. Plenty. Think about how many people, if they opted in and went with that behaviour and what just happened in terms of Childene? Which law is being below consistency and commitment? You behave that way. You’re saying that’s the way to behave, therefore you’ll continue to do what? Behave that way. Isn’t this interesting?

Yep. And does some of this go over some people’s heads a little bit, or -? Are we doing good? [AGREEMENT] Yeah. What were you going to say, Carl?

I’ve actually had a pretty successful construction business, and I notice within that, the more aggressive and arrogant I was, the more successful we became. Absolutely. There is some businesses where that example is going to do well.

Yeah. So any industry – and I’ll talk about tomorrow, it’s Level 3 – any industry that’s about “I want mine. I want what’s mine,” the strongest will prevail. Those industries, what I just described, awesome. I got 3 balls, mate. I was being funny. I was. [LAUGHTER]

Oh, okay. Okay, so what are you learning? Tell me how you’re experiencing what we’ve shared so far around branding.

Sharon, can I just share as to one point, a friend’s husband works in one of the Corporates, and he just mentioned the one that you just go in and fight for Fight for your’s.

Actually – train there to win their business. And when you mentioned that how it’s going to work out in our community, I think it would be – it doesn’t just say the value of the Institute to do such a thing. Because respect, one thing I understand from here whenever I come here is respect such as being----Be part of it.

The time everybody’s here is having it respected, valued and honoured. Yeah. So doing that would be obviously disrespectful. Yeah, absolutely. So tell me what you’ve learnt from all this s***? Yeah?

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I thought it fascinating how much you have to give into your market and community. I love what you’re saying.

Even though that it’s really (34:25) to demonstrate it. There’s a group for you. It is congruent around me for a bunch of people who are not two-minded people who went into a mob to get the ball, so yeah, what is one person’s luck if he thinks he’s somebody else’s funny lover. Seriously, I have heard the feedback vouchers and I stay very quiet in those groups. People don’t know what I think and you don’t know which event I’m talking about. So I can share with you. When people said to me, “Oh, he’s amazing. Can you believe it was so awesome that I won a –“ Good for you. So as a marketer, you don’t sit there in judgment of it and say oh I can’t believe you’re like that. You just don’t waste any energy on that. Stay neutral on all of it and just gather stories of different ways of being present in the market. Being way into, obsessed with how people position for the sale, rather than worry about being offended by it. Because you don’t see if we’re shaking or start getting good at looking. Does that help? [AGREEMENT] In my personal life, you’ve probably been – is it helpful? Probably not. Probably not. Something else you can think of in this conversation? Yeah?

I thought it was interesting because you have done kind of exactly the same thing when I showed up for – once I got a $100 cheque for my having to travel the extra distance. And I was like, no, no, no. I’ve already got way more value – but for me, it was like Wow. We didn’t do the exact same thing at all.

Yeah, but you know what I mean. You did----No. We did not do the same thing. If we – how did we do it?

But you met your market. Yeah, but how did we do it? How did we do the cheques if you travel interstate? It was given to you quietly and no one said anything.

Yeah. You didn’t have to wrestle for it. [AGREEMENT] Just saying.

I didn’t infer that. I didn’t mean that you did that but I meant you saw my values and that shows abundance in – that wow, they think about the fact that I had to travel that far. And that hit me. I was like holy s***. What kind of organisation is this, you know?

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In a good way, I hope. [LAUGHTER]

Yeah. Definitely. Your message is a little bit mixed right now.

It was a big wow. Wow, coming from a----Who else got the travel cheque? How did you feel when you got it?

I don’t mind. Awesome. I couldn’t believe it, because I had just enough petrol to get here. Oh, bless.

And I was wondering how I was going to get home. Oh my God.

And when I got the cheque, I just got tears in my eyes. It was good. Oh wow. That is so awesome.

You’re very good. We have other people come up to us quietly and say “I’m writing you a cheque for the same amount for you to give to the movers. Yeah. We have other people coming up and saying “Thank you so much. Who can I give this to to help?” So we are doing it in a way that is a match for you. [AGREEMENT] So we don’t stand in front of everyone and go “Here’s our free cheque for your travel.” It’s just quietly. It’s in your packhorse somehow. I don’t know how we do it these days, and every time we sign those cheques I look at all the names of the people travelling so far and I think “Don’t you guys rock.” And I say it every time I sign those cheques. Look at all these people travelling? Oh my God. Because I think it’s so amazing. So that’s our attitude about it. Now, if we did that over in the market I just described to you. [CROWD MURMUR] So I take it – you’re getting better at this now – what would happen if I just, if this market just slowly slipped the money?

I’d probably take it and then say, well I’m still owed another $200. Yes. Good.

Yeah, I’m so good. Look what I got? Yeah, look what I got and you didn’t? Now you’re getting it.

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[AGREEMENT] You’re getting there.

They wouldn’t donate it to the pyramids. They wouldn’t donate it to the pyramids.

In terms of ornery drivers that have been backed into with significance, it’s an extra contribution. Yeah. Connection. Contribution. And well done over here – it’s definitely significance. What about me? [AGREEMENT] Wonderful work. Are you getting better at recognising the subtleties of this? [AGREEMENT] Yeah? Are you getting perhaps how important this is? [AGREEMENT] That the behaviour of one character in one market is a turn off in another and vice versa, and all these subtleties matter. Can I go into a little bit more depth? [AGREEMENT] There are words you can’t use in different markets. [AGREEMENT] In this market, one of the words we avoid is get. Get. So, did you get blah? So I don’t say “Did you get your lunch?” I say “Did you enjoy your lunch?” Yeah?

I had a coaching session on the word get, because I just----Our market does not – how do you guys feel if I say “Did you get your free stuff?” [CROWD MURMUR] There is a bit of a response. Hiss. Evil. Back off. Your response. I didn’t say it. He said it. [LAUGHTER]

I had a Grade 3 teacher. We weren’t allowed to say get, got or nice. Wow.

And it still resonates with me now.

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Yeah. Got. Get. We replace it with attract, receive, share. You have no idea how much thought I put into writing the copy in all those manuals, in all our emails, all our websites. I think we have several websites now. And the thought that goes into the subtleties of the word Got. Whereas in this market, guess what word you’re going to use as much as you can?

Get. Got. Get and got. Did you get your free - And you get – And you get – And you get. Is this interesting? [AGREEMENT] Does that mean you’re learning or – where are you at? [AGREEMENT]

I’m just wondering how you grow and establish a distinction. Okay, that’s a really good question, John. I’m going to have to go back a lot of years. Not that many. I’m very young for my age. [LAUGHTER] Well, when I understood our Avatar and that we want to be admirable people, and we want to be well thought of people. Well thought of people don’t get stuff, they give. And it’s not about what they are in it for, it’s what they can share from it. So then it tells you very distinctly what language to avoid and what language to perpetuate. Yeah. Great question. I loved that. Thank you. Yes?

So you always have to be intimate with your Avatar if you want a good market? I think you need to know your Avatar better than the Avatar knows themselves. [AGREEMENT] Truthfully, I do. Yeah?

How do you do that (40:58) where you program When you do that uncompact program that you just gave out, what this gets is----Unpack. So one of the things you’ll be receiving is, and one of the benefits. That’s the language I used. It’s my – I might occasionally use the word get, but around it you’ll see a lot of others surrounding it, softeners. So one of the wonderful things about this that you’re going to receive – how does that sound? Pretty familiar? One of the wonderful things about this that I think you can also really benefit – how’s that sounding?

Yeah. That’s definitely the language we use. We’re just very mindful that the word get is very power-based and selfish, self-based. So that’s one of the examples of the use of the word. Is this interesting?

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[AGREEMENT] Of course, yeah?

It reminds me, when we were remarking about it, I’ve had background in marketing in my brand and a young girl used to often put in coffee, on Facebook, get. And I used to say to her no, it’s really important that we don’t use the word get. And it’s the common thing, yeah. Good. Well done.

It’s like our mark, and an older woman probably very similar to a lot of the women in the room, and she would keep using it. And I used to say we don’t use the word get. It just didn’t resonate. So it’s not going to ring her bell. Yeah. And one of the things we will serve for this market, we don’t say “How to get clients.” Ever. We say “How to attract clients.”

Or serve. Well, when we’re talking about marketing, how to attract clients, and that’s how we came up with that. I worked backwards from the word attraction. [AGREEMENT] Whereas, if there are markets that you could easily go to an internet marketing where greed is good, which is kind of the punchline to this story. There’s a big market out there for the greed is good market. It’s called money at a discount market. Where if you sell a program and if you do the program, you make more money, you invest it. So money at a discount program, or greed is good market. That market – how to get clients. And in this market, you’re selling how to get clients quickly. How to make it happen fast. Instant success. It’s all about get, get. It is all about the get. [AGREEMENT]

I might be going too far, but is it DI of disc, and the SC on disc? Um, SI. The Frank’s market – DI, and----Great question. Yes. Yes. And that’s one of the problems with this market, with you guys, is the lack of D. It’s what f***s you up. True story. It’s why a lot of our students don’t have the clients they say they want to get, because they’re so uncomfortable with getting things – because their delivering now – for themselves. Including clients. So it’s almost repulsion to success. And so we – Joe and I put in a lot of work into helping people overcome that and get the D from there into here. There is a lot I’ve learnt from that market that serves you. [AGREEMENT] There is a lot from that space that I have studied that I’m bringing to this training, but I’m coding it for you. [AGREEMENT]

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But it is that, setting your speed. [AGREEMENT] It’s a really good insight, I’ll add that. That’s why I bring so much D when I’m on the stage. So I was saying yesterday, with a lot of humour, but stay like a blowfly. And I did that deliberately because I’m stealing from here, Frank, into you. So you can be okay, isn’t it a great hashtag, by the way? That’s going places. So we can bring some of that in good humour. I can teach you how to guru greed the f*** up. Come on, you’ve got to get some Grrr in you if you want to get clients. That’s why I hammered you yesterday on sales. You have got to be comfortable with selling. And I didn’t say you’ve got to be good with attracting clients. So the moot point is are you seeing this and taking from here and de-coding it and every now and again giving it to you in straight D talk. [AGREEMENT]

Alright. So I said yesterday “Harden up,” it didn’t rattle a lot of humour. Now there’s 3 jokes, then harden the f*** up, then another joke. True story. Because there’s only so much D my market can handle before you go oh she’s too aggressive, isn’t she? [LAUGHTER] Nothing like Joe.

You’re very good at it Sharon. Thank you. Well, we have very different roles. Let’s keep talking about this, about brand. We have very different roles in terms of Joe’s role is the bridge – is that for me?

Yes. Thank you. Everybody, this is Kyle. He’s our wonderful drinks guy. [APPLAUSE] He loved that. I don’t want to go too far away from you guys while we’re on a roll. Thank you. So in terms of brand and positioning around our products and our programs, Joe is positioned as the conduit from your old world to our world. [AGREEMENT] And his role is very much – and we’re very clear on who he is as a character – and in terms of the content, the big promise, the experience and how it’s delivered through Joe. And he is the person who holds you, until you’re ready for me. [LAUGHTER] That was good, wasn’t it? And it really is. It is so true. Now I’m overstating a little bit. I guess you used to think all the intake weekends is around skills. It was always fine. As a character I can traverse all of

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it, and I’ve got to say, the success as we go from intake weekends that I run are huge, because I get the D in a lot sooner that Joe.

Yeah. And so, I’ve got people from my intake that were with Joe, he really – eat your heart out, he----[LOUD LAUGHTER] I’m sorry. I’m bad. God bless. Joe has a heart? They met him right?

Yeah, they’ve met him and then I was just like, woah. Wow. And that’s a really important point. So I’ll say it again. When I’m having intakes, the success rate of intakes is huge. I tend to get clients very, very quickly, because I know I introduce the D very quickly. And yet you guys are very comfortable with your strength, your Grrr, your “I can do this.” So definitely and able to do an intake and have you going I’ll conquer the world. Let’s do this. Joe has a different way of doing it. We all get the same direction and all get to the same place, just his way of doing it is very much what you said, the ISND. Would you agree? [AGREEMENT] Whereas I go back to the DC. So I’m very much dominant with lots of systems, systems, systems. [AGREEMENT] Yeah, very clear on what you need behind the scenes to do the front of the scene. Whereas Joe is more the show. Quite a guy. I need to get you guys are comfortable with the journey you’re going to have. He literally is getting you from ordinary world to extraordinary world in a way that you dig. And you feel safe and you feel part of the community. Oh wow, maybe I can do this. I can do this. And then when you’re here long enough there, and then we get you into Meta 1 and we up it to a whole new level of empowerment and that’s when the D really turns up. And all of this is designed deliberately. This is science, what I’m telling you. We have spent years getting good at this. And it’s one of the reasons why you guys succeed so well – and it’s not just the content – it’s how we help you trust you with - getting clients? [CROWD CHUCKLES] Attracting. Grrr on the edge. Can we get some clients? [AGREEMENT] Yes. Are we there? This is how we help you get – listen to get – clients. That’s it. This is a whole story around that I can share. You guys are really quiet. Is this because it’s cool or I’ve gone too far or - ? Is it nice to get behind the scenes a little bit and see how it’s all positioned? [AGREEMENT] Yes, darling?

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Just out of curiosity, so receive a track, number 2 and then – is that no? Yes. Attract is Level 2.

Yep, and then you take them into Level 3 the next. Yeah. Level 3 is get. Level 4 is systemize. Level 5 is achieve.

Okay. Yeah, so there’s words for every level in Spiral and we’ll have a bit of a look at it tomorrow. Is this not fun? [AGREEMENT] So I’m going to have a look what I did next. Can I? Right, here we go. Ah. No, I don’t want to show you that. We won’t talk about that. I’ll come back to that. It’s just about how we build brand promise, but I’ll teach you a different way. So these are the 3 questions. Thank you for lightening them all up. Brand promise is – and a lot of you are coaches – we need to just forget that for a moment. Your brand promise is not that you’re going to rock out as a coach. It’s that you’re going to rock out at helping them get what they want. We’re noticing that word now, aren’t we? [AGREEMENT] So there’s that word. We’re okay with it now. So we’re helping them get what they want. Helping them experience the change, the transformation they want. If you’re going to write anything down, it’s around content, is what is the transformational value of what you’re doing. What’s the transformational value? So the content has to take them from where they are to where they want to be, and it can’t just be I have more clients. If you’re in the marketing – a lot of you are actually going into marketing coaching or business coaching – it’s not just I have more clients. There has to be a transformation in awareness. God, this is the best one so far. So it’s not enough that you give them a series of mp3’s or you give them coaching sessions. Wow. That is not enough. It’s that you give them an experience of how epic their world can be. That’s the transformational value. So when you’re designing your products, when you’re designing whatever your brand is going to give them other than coaching, you’re really thinking yeah, I’ll do some DVD’s, I do some CD’s or whatever. But you guys ask yourself, what is the transformation value of this. What is the epic shift that is occurring? What will never be the same again? This is exciting. Very different to Wow, how do I put an mp3 together. Yeah? [AGREEMENT] So a better question. Or how do I record a DVD. Whatever. How do you cause transformation? Now if you can solve that, you’ll do great, because that’s what people really want. Did you just get a great idea?

Yes. Good.

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Yep, that’s been the gap. Yes.

One of my product lines after a sports session, I said, what has changed for you? And she said, oh all these things. And this is what it’s about, when something changes with you. And she kind of got that and she’s thinking of a role in becoming a coach as well. Good. Yeah, great. And the best way to know what the transformational value of your program is – ask your clients. As you have. And they should be able to tell you the transformational value. And I can tell you when we ask our members, so what do you get out of the program. No one tells us about the content. Ever. Ever. What are you guys saying? So what’s the value? To you?

It personal. It’s experience. Wow. It’s a support. Growth. Mmm. Mmm. Contribution. Ability and learning to serve. Community. Yeah. No one’s saying it was CD number 6. [LAUGHTER] That’s what it was. Makes the whole thing worthwhile. Most of you can’t even remember one of the CD’s can you?

No. You know there’s a lot. [AGREEMENT] Yeah. But it’s not about that. It’s about the overwhelming feeling of empowerment. That’s what people tell us. That’s the transformational value. That’s why you rave about us. None of you rave about us saying there’s lots of content. You’ll probably do something like this, yeah, there’s tons of content but that’s not what it’s really about.

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[AGREEMENT] Yeah? Who describes it that way? And then you just start to go through what it’s really about, which is weird s*** like growth and contribution. And the person’s going yeah, what’s in the program? [LAUGHTER]

Making it difficult. Changing of all, mindset, language, transforming – you know, it just never stops. Yes. It’s an ever-going journey. That’s what people say. It never stops. The journey never stops. Yeah?

But the whole program is built up on building back. Could you – that’s the second time I have to say it. I know this isn’t good to you, but you keep starting the sentence with but.

I’m sorry. It’s okay. You’re on a roll with it, so I thought I’d just mention it.

So the whole program feels to me like it’s built around driving us back to the experience and the program. The program and the model are a little bit hard to find your way around, but then it always drives us back to the experience of calling the WOW team or the experience and what we’re doing. And also building the entire minute by the uncertainty that it’s kind of----Oh, very much. So spelling mistakes are deliberate. You guys get that don’t you? [AGREEMENT] If you’ve been in there, you’d know that all of that is so you learn to manage your resourcefulness, and don’t expect us to be perfect for you to be awesome. So all of that is so you give up thinking we have to be perfect before we do s***, because then – otherwise it becomes you didn’t buy it so I don’t have to do anything. No. We’re going to suck at some stuff, and you’re going to figure some stuff out. From that, you will grow way more than if I actually checked my spelling. And it is bub-modalities, not submodalities. [LAUGHTER]

So the mistakes in here were deliberate? No. No.

I was like, oh that’s pretty cool. Yeah, but in the core manuals, there like – yep. You guys haven’t had this fun session? We have people who are helpful who send in fully edited manuals. [LAUGHTER]

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Every year. At least one person will edit our manuals for us to help us. So we know what a perfect manual is, thank you.

I just laugh because one of the other coaching sessions that I had recently started off with one of those questionnaires, and I really spent the entire thing fixing----Thank you. That’s very kind of you. I actually didn’t create that so I don’t really mind. But it’s interesting around the brand. What are you learning? This is huge. Now there are places you go where if there’s spelling mistakes there or there’s grammatical mistakes, there’s an inquisition, and the people are being judged. Yes? And there’s talk about it. They can’t even spell.

Or even say sorry, when we’re typing. Huh?

On one of the Facebook mentoring sessions where I was typing I said oh sorry, the computer’s being stupid and so----Yeah. So we’re all – what are you learning? So there’s inquisitions in some places where there’s mistakes, what do we position our brand as? [AUDIENCE: BEING HUMAN] Being human. Being human.

And in fact you’re actually modelling – it’s okay. We’re teaching you please make mistakes. Please get in over your head and figure out you can swim beautifully. Please make a mess and work out you can clean s*** up, or say f*** it. There are all good options, because if we didn’t do that, we’d be messing with you terribly because we’d be teaching you how to be perfect before you can succeed. What a wasted effort that would be. [AGREEMENT] Yeah?

Is that one of the last sentence type of things? [LAUGHTER] Yeah? You literally think that sentence? That’s what’s gotcha.

The poor old thing, more. I’m not sure how it’s supposed to end. You shouldn’t worry about that. I’m going to really mess with your head. That’s not perfect, but I think you need to edit it, so please – and I’ll be grading you later on how you’re doing. [LAUGHTER]

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So what content would they love? And we’re about to do a handout for you so you can see this come to life and it’s going to be a great exercise for you guys to do. Would it be DVD’s, mp3’s? Is it transcripts? Is it interviews? If you’re a coach I want you to stop thinking what they’ve love as the content as a coaching session. Please give that up. Please. Especially if you’ve just begun your journey. I beg you. Start from Day One thinking people want tangibles. They want something they can hold and touch and refer to. It’s how we equate value. It’s actually how you equate value. We have all these beautiful products and people keep saying to us why do you put it all online or to give it to me, just a little USB stick? Because people want chunky stuff. [AGREEMENT] It’s real. You pick it up and it’s a thing and you can hold it and you can turn it and it’s yours and it fills your suitcase. How many people left the Intech weekend complaining because your suitcase wasn’t big enough? [AGREEMENT]

And they give it with a sense of pride. Yes. How’s your bookshelf? [CROWD COMMENTS] He goes from one answer to the other.

It’s awesome. And then you’ve got a gap. I mean I’ve got to fill the gap. Have you noticed all our cool manuals are numbered? [AGREEMENT]

Thank God. Oh, sorry. [LAUGHTER] So you’ve got Manual 1-5 and you know someone’s got Manual 14. What are you thinking? What am I missing? Are you guys learning tons of what you can do for your market? [AGREEMENT] You don’t give your clients a manual with 1 module. You give them a manual with 12 tabs, and only one of them is full.

Mmm. I just looked really sexy to you didn’t I? [AGREEMENT]

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I felt it. Because a mind that sees something incomplete goes crazy. [AGREEMENT]

And I also notice what you’re saying now is being possessed with them with it. Yes. Yes. It’s not a reliance on you. It’s separating you and you have a thing that they learn to love, that they can only get from you. So what I’m teaching you to sell is access to coolness rather than access to you. [AGREEMENT]

I remember when I got into Thought Dynamics and I got the most beautiful gift----Oh, good story!

That was fantastic. Yeah, I get beautiful box sets, manuals in it and a CD box – tell the punchline.

Well, the big build up about getting the Thought Dynamics and there was all these things that we got---It was beautiful.

Yeah, and it’s beautifully designed and it’s just stunning. And when we got it it was empty. [LAUGHTER]

It was full of thought and the opportunity of what was to come. Yes. Still empty. And it will stay empty until my dying day. It’s the perfect metaphor of what I believe matters in our industry, because your success will not be built on us filling it. It’s built on you. Isn’t this awesome? [AGREEMENT] Let’s keep – you’ve gone kind of quiet. Is that because you’re not getting it? Or what’s going on?

I’m contextualising. Yeah, but when you’ve gone quiet, I can’t calibrate.

Yeah. So I can’t speak.

This is the same as giving my time back and saying here’s part one and here’s the next 10-12 to come. You put 12 tabs in it.

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Yes. And if – you’ll be wanting more of them. So marketing – we’ll create manuals for you for your success, and you give them 12 tabs with the first one in it. And they’re going to want to stay for all 12 sessions. [AGREEMENT] Are you guys getting how awesome this is? [AGREEMENT]

This is like – It’s like the CD’s. It’s good, and it’s based on collecting the whole set.

Yeah. It is based on collecting the set.

Both ways, the cards or----Whatever. It is so compendious. It is based on the original idea, which is you get a person, it’s like a bidding, you have to get the stamp.

Carol’s son was a----Companies all around the world do it. It’s a mega-billion dollar business. Yeah?

I was with an open living----It is an open loop, so we always desire to close the loop. And the only way to close the loop is to get the set.

Mmm. So that’s what you’ve got to figure in terms of content. So another example – I don’t know if we still do it. I’m a bit out of touch, but if you’re in advance skills. No, the marketing strategies. Did you guys get DVD’s of that still? Or is it online? [AUDIENCE: ONLINE] Online. Some of you DVD’s, some of you online, depending on where we’re at, but the DVD’s, you didn’t get all of them? [AUDIENCE: NO]

No, I got one. You got one, and then you had to access the rest?

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[AGREEMENT] How cool is that? That’s the same principle of incompleteness.

Yeah. A lot of them That’s that in action. So a lot of people say to us, how about you get the whole set. And I’m like, no, be in this class and you’ll know why. Because we tell you all about the DVD’s. There’s 18 DVD’s.

Yep. Yeah. And yet think about you’ve got one. So how do I get the rest? It’s opened the loop on where you’re going to find and get the information. Oh, is this awesome? [AGREEMENT] You’ve gone really quiet, which tells me you don’t think it’s awesome. You don’t get it, or it’s so awesome you’re blown away. Which is it? [AUDIENCE: BLOWN AWAY] Blown away? Okay, I’m reassured. I’m needing a bit of reassurance right now, because you guys – I can hear a pin drop right now. Have I over-shared? [AUDIENCE: NO] No, okay.

I think it also really tests the client’s commitment as well to come back and – it’s like their own journey. Actually, what it does is create commitment. [AGREEMENT]

Yeah. Yep. Ahh, now I understand. It creates the commitment through the relationship building, which creates the momentum or keeps it moving. Keeps the momentum going.

Yeah. Yes?

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What I have heard and I tried in my workshop years, and I gave them a bit of content and I left a bit out, out of curiosity. And I was amazed, like people were just lining up to give me their emails. I thought, hell, this is beautiful. It is. Yeah, it is. It’s wonderful. So what’s the experience they will have with you? Now I need to delve deeper. If that one blew you away, check this out. If I joined on to become one of your clients, what experience would you give me that’s not the content? [CROWD MURMUR] People come for the content and they stay for the experiences. And can I say for most people in our industry, the industry is less than wow. Can anyone tell me what’s the experience I get with you, other than the content?

It’s like family and fun? Fantastic. Yeah?

Childlike. Ok, great. Thank you.

Caring. Caring. So how? How do they have that experience? How do you create that?

Through being gentle with them, through listening to them. Yeah, okay. Let me put it another way. If they don’t have you and they don’t have your coaching – there we go – because that’s your content right now, how do they have an experience? Do you see I’m trying to take you out of it? [AGREEMENT]

The whole, without being challenged. How?

By encouraging you to think through things. By whom?

By you. To get happiness. How?

Because the find themselves.

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Okay, we’re not doing this. Let me explain it to you because your answers are kind of – no. Okay. My day clearly articulated myself poorly. If I’m not in the building which I’m usually not, what’s your experience when you turn up here?

Same. Fun. What else?

Passion. Laughter. Laughter. Connection. And I’m not probably even in the States, and there’s no content. You’re just out in the room café. How do you feel out in that café? [AUDIENCE: MARVELLOUS] Relaxed. I’m home.

Yeah. That’s all without me.

Mmm. Let me ask the question again. What is the experience your clients have when you’re removed?

Success? Success is an experience. It’s an outcome.

Is it something to do with the culture? Yeah, it’s totally the culture.

Confidence. How?

Because you’re given the – their belief in themselves to go and do it. Okay, I’m going to do this differently. [LAUGHTER] We’re getting there.

When I work with my clients, I help them----[LAUGHTER]

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I help them. [MORE LAUGHTER]

I help them create the document----Okay, I’ll do it – thank you. Let’s do it again. Without what you taught them – there you go – take the content and outcomes out. What is the experience? Stop telling me what you teach them. That’s you. Most of you it’s none. It’s not – when I say experience, it’s not what happens when you coach me which is the experience and I take it or I’ll add new memories or the transcription from that. That’s the transformational value. That is the outcome. But if you’re not sitting there coaching me, what do I say about the experience? There’s your gap. [AGREEMENT] There’s your gap. Stop trying to add certain words because you don’t have an answer. And that’s okay. You need to know about the gap. [AGREEMENT] Is everyone handling the fact there’s a gap? [AUDIENCE: YES] If you had all of this you wouldn’t be here. You’d be teaching it.

So can you give an example of it? When I convince you guys are getting – you’re not justifying for yourselves, that you don’t need that. And I’m not there yet with you. [AGREEMENT] There’s still a lot of ‘Yeah, but I – but I –“ and no. And when everyone’s “Yeah, there might be a gap.” [LAUGHTER] Okay. So if I walked into the lounge room of one of your clients for example, what would help me know what you stand for?

The books on the table. You don’t have a book. Now you’re starting to think about what needs to happen. Yeah?

Clients that I have share this that when I’m not around, they’re at home in their living room ESIP’ing and having discussions. Good. Yeah.

Wow.

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But that’s content. It’s great that you’ve taught them the content. If you take the friggin’ content out – for the sixth time –

But the experience is the growth of their relationship and their community. Okay. I’ll do it again. Forget what I get out of being coached by you. Everything but that.

A lack of product? It could be. That’s one way. I’ve got like 12 ways of getting here but until you get the gap, there’s no point in me saying it.

I see my clients’ cards, so I am----Yes.

Do they talk about you? Oh, is that what you meant, Sharon? Oh, I did that. So cards.

We’ve given them the ability to be able to think for themselves so that they’re always changing their----Yeah one of my first clients said to me today, I sent them a picture of my photography with one of my quotes on it and I give that to all of my clients. And she said that’s sitting on my desk. Great. Now we’re getting there. So you guys, you’ve got to separate content and the transformational value of how awesome you are as a coach, and everything else. That is why they stay. Culture.

The chocolates. Now we’re getting there. Let’s keep going. What else?

Their new belief systems I put on a bookmark and a paperweight. Great. So a bookmark. Doesn’t matter what sort – it’s a bookmark. What else?

Magnets. Magnets.

Matches. Diaries. Pens. I think that applies with my events. My clients always comes home with something. Yeah. So we do WOW things. So for everyone, a wow at that event’s going to get flowers or a gift or something.

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[AGREEMENT] So that’s one version. What about a membership site that they can visit when you’re not there? [CROWD MURMUR] No one’s said this. And you have two. Some of you have all of them. You’ve got disruptive leadership, ultimate influence, in your success. You give your clients the experience. It’s not you. It’s not on the content. It’s how we can give you this week Adam, as long as I get in touch with you. It’s just a 2 minute video to say Hey, how are you doing? Loved what we did last week at coaching, really looking forward to seeing how you go this week and hoping to rock out some more. Experience. [AUDIENCE: AHH] Come on. Experience.

Very cool. Recorded messages instead of SMS and email’s. That says hey, can’t wait to be around for all the – blah. Yes. Totally. Or you do it through – what’s that?

What about secret Facebook groups and stuff, where you----I absolutely – I’m waiting for someone to say what we do and have taught – every name I tell you I associate with, learnt our Facebook group strategy and does it. All of them. They are so grateful. It is the definition of experience with our content. The Facebook groups. [AGREEMENT] Now think about it. If you’re in pro-coach, compare the membership to the pro-coach group.

Oh, yeah. Yeah. What’s the difference?

Heaps. Massive one. Bigger experience. Don’t just say massive. What is the difference?

The conversation. The conversation is different.

Yeah. Or the depth of it.

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The depth of the conversation. Strategic conversations. It’s about marketing. It’s about results. Membership group, what are the discussions about? Can you help me with this? It’s about me. Yeah, I’ve got this. Who can solve this? Who can hook me up with a pro-bono? Who can be a listener? It has to be quite self-focused. Have you noticed that? [AGREEMENT] Over here, I did this great thing. Let me show you how. That is the member’s journey in action.

Wow. So we have different groups based on where you’re at. The silence means f***ing A. That’s what I interpret. F***ing A. So what are you learning?

Ascension models. Completely. Which we’re going to get to tomorrow.

So how could you use that idea of Facebook groups if you’re an individual coach with a client base? How? You get all your clients on there.

Yeah. Yeah. Just secure it and they can just join? Absolutely.

And you can do your little posts and of events, yeah. Yes, you – what more could you do on Monday morning is let’s get started with the week video from you? Embed it into the Facebook group. Tuesday – we actually now have a structure for what’s going to appear on what day and in which group. It’s structurized. That’s a word. [AGREEMENT] And I like it.

A lot of the people that I’m working with look forward to my Leaning Forward Friday letters. Great. Yes. You could even do this in your timeline if you’re not ready for a Facebook group. You guys, I’ve got to get you to realise what I’m sharing with you is the game. [AGREEMENT] It is the game. It’s why your clients will talk about you. [AGREEMENT]

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Come on, are you getting this? [AGREEMENT] It is why they’re going to rave about you. Just imagine the conversation – yeah it’s great. I’m loving the coaching. What are you guys doing? Well there’s this Facebook group and every time I have a challenge we share it and we brainstorm it and we figure it out, and then our leader of the group runs a class and she hosts a video for us. We just download the video and get to share it and every now and again we get together for a chat about it. It’s amazing. And once a month, once a week, once a day, we get together for a drink. However you write it. [AGREEMENT] Yeah?

Yeah. Or what about this – it’s great. I love the mentoring I’m getting. What I really love is once a month we get together for a networking or we meet each other and discuss what’s going on. It’s amazing the formalities that are there. [AGREEMENT] Experiences.

Yep. Yeah. Mmm. Are your eyes being opened up to some possibilities? [AGREEMENT] Stretch. Your eyes are being stretched. I hope that’s a good thing. Oh, you’re being stretched.

Yeah. I was worrying about your arms. You’re okay. Oh, this will make Adam happy. [CHEER] We just have to wait while Adam edits. [LAUGHTER] You’re welcome, dammit. I played into your hands. Foiled again by Adam. [LAUGHTER]

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And then finally, so how will the content and the experience be delivered? I think we’ve just discussed like – I don’t know how many different ways. [AGREEMENT] But how creative you can be is how you’re going to distinguish yourself from a crowded market of coaches. Yes, so now defined as something else altogether. And much rather, you were the person. So if you go networking, I deliver this amazing 12 part program. And it’s all about how my clients can be the best version of themselves they can be. And what I do is I run them through the program and I get with them every month for group mentoring, and we brainstorm how we take it to another level. They’re loving it. Because now you just did a group package of 20 people going through for example, your success as a team, rather than all the individual coaching sessions you’d have to deliver. [CROWD COMMENTS] Leverage. The beginning of leverage. I just got chills, but it’s just me because I love that word. Who is getting inspired to think a little differently about their business? Away from being a practice and into being a business? [AGREEMENT] What about this scenario? You run 3 groups a month that have 10 people in it. They are all paying about $700 a month. They get group mentoring once a month, one individual session a month, and access to a membership area that’s already built. Do the maths.

Cha-ching. Yeah. A month. What do you think? And you say we’re going to be starting the group in six weeks’ time, as soon as we have the people in the group that we’re really happy to support, not when we have our numbers. We have the right people in the group. And when we get those magical 10 people and they go Oh what are you looking for in that group? And you start describing your Avatar. Well, I’m looking for someone who’s passionate about being the best person to themselves they can be - I’m just going to talk off your Avatar – who really understands that they’ve got to ask and call upon themselves to be all they can be. They understand it’s going to take a little bit of effort and they’re willing to do that effort and they’d love to do it in a collaborative atmosphere. They’re not into just being out there doing it on their own and isolated, but – did you hear what I just told people to select? [AGREEMENT] They’re only interested in doing it in a team environment that is challenging, supportive and nurturing for them to be their best selves. And as soon as you have that magic 10, we’re starting that group. It’s starting around about mid-June. Wow, its sounds amazing. How do you know if you’re that person? We have an interview process – who’s going to complete this form – and I’ll let you know. Really? So I’m selected? I’ll let you know. How is this sounding versus “We have (79:25), we have (79:26)?”

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[AGREEMENT] And “I’ll coach. I’ll coach. I’ll coach.” [AGREEMENT] Now you’re bringing them to you, rather than going out trying to find them. [AGREEMENT] And you just run one a week. I’ve got a couple of business coaches and what I’ve helped them set up is they do a $2,000 a month retainer. They have 2 groups of 10. One a fortnight. So what’s their maths? I don’t know. It’s like $40k a month or something. Is it? Help me.

Yes. Yeah. Yes. Maths and public, not my strength.

Yeah, $40,000 a month. $40,000 a month, and they work twice a month. [AGREEMENT] They have to back it up in an online site. I just keep saying they have somewhere to send their clients. It’s not all – they don’t only get the information from them. Are you guys getting this? [AGREEMENT] They educate their clients through online. They have access to them once a month. [AGREEMENT] Pretty cool? [AGREEMENT] Thoughts. Comments. Seeking to calibrate.

Awesome. Totally. Totally. I tend to say awesome isn’t big enough for what we’ve learned now. Good. I’m going to take your signs as “I’ve made an impact.”

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[AGREEMENT]

Yes. Good. What else have we got? Hang on. Let’s see if I can help Adam some more. So we’re going to do that after the break. That’s the slide. I had 1 slide for this session and we managed to do an hour and a half on this slide. Can you believe that? [AGREEMENT] So can we possibly do the handouts? Would that be okay?

Of course. I’d love you to have a look at what’s coming for this section and the rest of today. And again, all you’re going to do is work your way through it step by step. Is this proving to be helpful? [AGREEMENT]

Very. Yeah. Whilst they’re being handed out, can we use this precious time for discussion. What’s coming up for you? Where are you at? What are you loving? What’s blown you away? Where are you going holy s***, you’ve got to – yeah. What’s happening for you?

I’ve got a 6 week program, but I’m now going to roll out a 6 month one. So thank you. Fantastic. Yeah, good. Thank you. Come on guys, I’d expect everyone to have at least 1 idea. Yeah?

I love the open word. Video message. Bulky, lumpy mail, it’s called. Fantastic. I love all the clicking. I’m just loving it. Can I see what you’ve got? I’ve just got to remember what you’ve got. Oh my God, so many questions. Who’s seeing guys, the possibilities beyond 101 graduation? Show of hands. Turn to your partner and say “Keep on, baby.” [AUDIENCE COPIES] What else? Yeah?

I’m so grateful that I’m just starting my website. It’s----Who’s feeling grateful they’re here at the beginning and it’s a real boost? [AGREEMENT] I’m very happy for you all. I’m thrilled to be sharing this.

Thank you so much for it.

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I am absolutely thrilled to be sharing this. So many solutions for you this early. It’s fantastic. Yeah?

I’m not even 3 months in and I can really see this business and I thought I’d just try on all this content and do a little thing. It was in my time. I’ve got my hand on it now though. It’s done. You’ve got your success. You’ve now got the entire heads up on how to do it. You’re ready to go to a group of people together and start running groups. You’re done. The other thing you can do is you can take any of the modules and run workshops on the content. [AGREEMENT] So you can start with a mixture of workshops and group mentoring and online access that we handle for you. So it’s done. [AGREEMENT] So you’re now an expert (clicks fingers) that fast. How cool’s that? [AGREEMENT] Had you guys thought about that?

Yeah. Yeah. The other thing you can do is if you want to keep doing individually – and I appreciate some of you love the individual work – that’s great. What you do is work them individually and say go and do Module One, and I’ll get with you when you’ve done it. And you unpack it with them and you can contextualize it to their lives. So how’d you go? Where are you at? And what are you learning? What do you need to be coached on? And you coach them on the content. [AGREEMENT] 12 months program. Now we have people charging $36,000 a year, $5,000 a month. I’ve got a couple charging $10,000 a month. We’ve got one person, a pro-coach currently doing $60,000-$80,000 a month, based on what I’m sharing with you.

Wow. So it’s very, very possible. And that person actually hasn’t been in the program for that long. He’s not here today, but to me that’s very doable based on just what we’ve shared so far. And we’re not even half way through this program. So I trust you’re seeing lots of potential for where you can take your business. And I’d love you to stop just at this point, just stop thinking of it as a practise. A coaching practise means when you go, so does your income. I want you to be able to go away for 6 weeks, and all your clients are just accessing the program and a Facebook group or whatever, and you can do that from anywhere around the world. [AGREEMENT] You don’t have to be with them. And if you had it in there, please surrender the need for face to face coaching. Please. The majority of coaching these days is done by Skype or done by phone. It’s

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basically free. It can be done anywhere in the world so you can continue to travel and do all of this from anywhere in the world. I’m going to Italy. I’m going away for 6 weeks later this year. This business will not even blink. It’s just going to carry on, but if I need to do anything from Italy or wherever I’m going to be staying, I’m going to live in a room for a while because I feel like it. Everything I have is online or I have a team all around the world who can keep doing it. That to me is a healthy sustainable business, rather than thinking s***, I’ve got to pay my mortgage in the next 6 weeks, because I’ve gone away. [AGREEMENT] What do you reckon? [AGREEMENT]

FYI, my son would look after your car. [LAUGHTER] Thank you. There’s a couple of people before him who’ve offered the same. It is a sexy car, isn’t it?

You can take a number. Yes. You think so? Take a number? Yep. So how did we do in this session, team? [AGREEMENT]

Great. Yeah. Double thumbs up? [AGREEMENT] Oh, I’m going to ask – we’re going to have a 20 minute break. Back in at 4:30. In the break, I would implore you, encourage you to have a look at what you’ve been given as the next steps. So you can have a deeper appreciation on who’s talking to you in the next step, which is Content Marketing and lead generations. We’re really getting to the guts of it, and I’d love you to follow me on that journey. Can I ask you a question where I kind of know the answer? [AGREEMENT] Was it a 1 thumbs up? [NO] Was it a double thumbs up? [MIXED ANSWER]

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Or was it a double thumbs up with a knee? [NO] I’m wondering if it was a double thumbs up with a knee and a butt. [AGREEMENT & CHEER] Give yourselves a hand. [APPLAUSE] END OF RECORDING (87:51)

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DAY 2 â&#x20AC;&#x201C; SECTION 3 I am just really digging how some of you guys you've been with TCI for like two seconds and this is all brand new and you're just hanging on for the ride and running flat out and you're burning calories with the effort you're putting in, so kudos. If that's you just do that [noise]. Well, don't you think your earned it? What do you reckon [indistinct]. See that didn't take long, did it? It's out in the gutter within seconds. Just so fast. But we're getting comfortable so you're know that's how we ride. [indistinct]. Okay, so what are the conversations, what are you noticing is different now? There is progress in the room. For some of you it's a little bit, for some of you it's a lot. I want you to start noticing where you're progressing, so what's changed in your conversations, what are you appreciating please?

Actually I've heard you say don't do one on one coaching probably about four times. Only four? I think you might have deleted. Yes.

So I'm really excited about groups [indistinct] back online. Wonderful. You're so pumped about it, aren't you?

I am. I'm exhausted. Yes, well, you're getting success now so you're starting to see what everyone else will see, or if you haven't already, man, it's actually tiring selling in hour blocks all day.

I felt like a travelling salesman [indistinct]. You really are. It's really hard going hello. Yes. Yes. Great point, and I'm so pleased you're excited about that. I am so looking forward to [indistinct] this.

Thank you. So I've got a question. Can I ask you a question? Hang on, let me think. Yes, I think I could probably help. Yes, give it a go. Let's see how I go.

So, we talked about groups last time and I just wanted to recap, so----You should.

So we talked about----Am I needed for this conversation? Okay.

So you said groups of 10, three groups of 10? Yes. Over a month so you get a [indistinct].

[indistinct].

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Is that okay if I do that for [indistinct]? [general agreement] Yes, so a way a few people to do it is so a month is usually four weeks, sometimes five, so sometimes you're going to get a couple of weeks off, but you do a calendar month. In one week you mentor, group coach, whatever, business coach, whatever your thing is, personal coach, then for two hours as a group or three hours as a group.

Physically face to face? Oh, God, no.

On the phone? Oh, yes, webinar for free or Skype for free, whatever. Yes. Then what you could do is then do a follow up, individual 25 minute chat per person in that week off, if you wanted to go the extra mile. Optional. Does that make sense? Because you've got to have packages. It's all about the contrast. People buy – what I mean to say is people buy contrast. If you have one choice they won't buy as much. If they have a contrast or a choice, they will choose from one of the contrasts. So that's your platinum club, they also get the 25 minute laser coaching in that extra week, and you might have 10 people, you could have 20 people. [indistinct] had 700 people in their group mentoring conference call every month.

How is that possible? What do you mean?

How did they – oh, they just talk and everyone listens? Well, it's group mentoring so it's the way we do webinars, we can just follow the question panel. Oh, so I'll take Louise off mute, shall I, and what was your question, and you talk to that. It's two hours once a month, 700 people. I know, I'm blown away as well. It's like how does that work, and then she said that. And then in the meantime in between you're sending the materials or sending them [indistinct] to your success or destructive leadership, then you get together again in a month and you talk on what they should have learnt.

So it's one group once a month? Yes, and then the second week, give your second group.

Yes. Okay. Brand new clients. Third week, another group, so you have 30 clients you're managing over a period of around six hours over three weeks. Now, they're doing the heavy lifting because they're going to the content, they're having to do the study, do the exercises, and what they bring you is contextualised to them. Well, my challenge was, what I really enjoyed was, what's working for me is, and as a result of that the group is better off because everyone is brainstorming their ideas, a lot like this.

Yes.

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Yes? Then you'll touch base with them individually in that fourth week as the platinum program and you give one on one.

But that's only for a Platinum [indistinct]? Totally, that's [indistinct]. That's access to you. That's the premium.

Because in these packages, may I ask, it's like----No, on the packages. A couple of people asked about that and I really appreciate how excited you are about them. The feedback has been amazing. What I didn't tell you is you're going to get them as fully editable versions.

Ah, wow. So these are simply wonderful examples of packages. Please contextualise them to your own business and this is huge. It is a right we can remove. Can you please listen? This is a right we can remove. We're going to let you co-brand at no extra charge.

Wow. So our brand is worth $40 million today. You can co-brand for no extra charge as long as you agree we can remove that right if we believe the brand is being misused. That is a thank you, just saying. It's huge. Yes, [indistinct]. So it's going to fully editable and you can put your brand on there. If at any stage, this is on the camera, if at any stage we feel the brand is in any way being misrepresented we remove the privilege and we will sue for damages. Is everyone clear on the value of what you're receiving? [General agreement] I need you to know how seriously we take that. It's our first ever co-branding venture, do not dick with my brand. We will take that very seriously. Is everyone cool with that? Can I have a hell yes? [General agreement] It's basically your [ticket], but you're going to get – you're going to do business because you get to use and share my brand, John [indistinct] brands, TCI's. Huge leg up, just please take this as seriously as we intend it to be, but we'll make that editable for you. That's your answer. Yes.

Sharon, can we get----[indistinct].

Can we get some branding [indistinct]. Yes, we're going to build – we're building on the private section for you guys, a section on branding guidelines, copy guidelines, what you get stuff like that. Give me like a month, though, like seriously we made this up yesterday afternoon, like 4 o'clock.

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No, I mean guidelines to [deal] with the TCI brand. That's what I just said. Branding guidelines are coming.

Yes. Yes. There's lots we still have to do in the background, you understand that. We've launched Module 1, that's it. I'm building Module 2 this weekend, so we're only one step ahead of all your clients. That's okay, that's how I ride. Generally I sell and haven't built anything. This is huge progress for me. It's true, isn't it, Deb? Seriously I sell $30,000 programs and had nothing but my smile. You guys are awesome. [indistinct] worked it out.

It all works out, [indistinct] Dynamics I'm never filling those

boxes. That would really be disappointing if I did, wouldn't it? So, s***, Sharon, what are you doing? So, yes, that's your answer. Anything else you guys wanted to know? Is that pretty cool? [General agreement] It is pretty cool. Now, back to my question, what are your conversations, what are you noticing, how are you shifting, because you guys are sharing lots with me, I want to get out there. Yes, go.

The brand culture as a character and avatar itself, it takes it to a whole new level. I was having a chat with Nat on a break, just being able to put it into a character, you can actually like really just add it â&#x20AC;&#x201C; it becomes so multi-dimensional, it's [indistinct]. Wonderful. Wonderful. I'm glad you're just seeing that. Who else is appreciating it that the brand is the character on its own, aside from the content?

Yes. Yes? Can I have a yes? Make me feel reassured about that [indistinct] like eight times. Turn to your partner and say, "Man, I've got that now." What else are you discussing, what else is cool, what else are you loving, thinking holy â&#x20AC;&#x201C; yes?

I'd just like to say thanks very much for that program, Sharon, because that puts me as a person at least six to 12 months in front for anything that I would have to put together and that's exactly where I want to be. Awesome. I'm so pleased you're seeing that because some people don't see it as an [advantage]. They're like, "I don't get it," I'm just so glad you are.

I'm over the moon.

What else are your

conversations? What's happening?

I'm already thinking about the different languaging at my next two networking events because I'm setting up a group rather than one on ones. Wow. Wonderful. Because then what will happen in the conversations, "Oh, you do group work, do you?" You go, "Yes," and they say, "Are you doing individual work?" "Occasionally in this space." So now you just elevated you. Yes? [General agreement]

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That's wonderful, isn't it? I've gone all hot. It could just be my age, but I've gone all hot. Do you understand? What else are your conversations? What else are you loving, what else is causing you to go-----

I know my content and everything, but there's just some structure to put my thoughts into now, which is really exciting. Good. Wonderful. Did you have a peak at what I gave you as the handout?

Not just yet, no. Just say yes.

Yes. Thank you. Who did have a peak at that? Yes? Are you seeing it's just telling you the next steps? Just do that. Just fill in those steps. Good advice, it tends to be working. What else are your discussions? You guys have gone quiet when I've asked you what you're discussing. What else are you discussing? You discussed stuff, didn't you? What did you discuss?

In my role, [indistinct]----Team member.

Team member. Team member, I have just opened up this whole new world of the value of being a Pro Coach, the value of doing [indistinct], the value of not having to [indistinct] your one on one coaching [indistinct]. It's just all [indistinct]. We were actually discussing with a couple of students here, what do you guys think if we start introducing the opportunities to be involved in your success at [indistinct]? [General agreement] You say yes because of who you are today.

[indistinct] twelve days ago----No, that's the little black one, the hard copy one.

Right. It's a different program. Do we have one of those back there? Can we dig it up, just the little black one?

Sharon we would like----Sorry, it's not black anymore, we rebranded it.

I bought it.

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Yes, most people do. Yes. So that is the hard copy, that you now have the right to buy from us at a discount and it's a hard copy with 12 CDs you give to your clients, but your success program is 12 modules online with audios, videos, interviews and content.

Different? Totally different.

I'm so confused. Well, you're not now because I just said it's – you were but now you have clarity, I'm hoping, because I don't have much more information. Yes, so that's a hard copy of the program I developed a few years ago. This is a branding program with all these guest speakers.

Right. Yes.

Well, in answer to your question, so we're March, you've just gone through - May. Yes, sorry, so effectively, you've done it----No, again, I'll say it. They only have the hard copy of [indistinct]. I'm asking you the question would we introduce-----

No. Obviously not. I'd say by this response, no.

But we're only a few weeks away from that. Yes, they spend a day and a half indoctrinating you into this world, a day and a half, and can I tell you even this morning most of you weren't all that excited about how good your success is. It's taken a while for it to – would you agree? [General agreement] This and [indistinct] doesn't have the time to help everyone get how much this helps you.

[indistinct] about the get and I just think----Yes.

It's too daunting. Yes, but it's not now because you know in an hour and a half look how far you've grown, so then the next question is how do we get our – and I really want help with this – how do we get our students to get it sooner than – because I'm not running this training – this is it.

I'd start dropping hints on all the core webinars that they have to do as part of your [bigger] the package.

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Yes. Okay.

We go out and do it and then talk to them about how successful----That would be great. If you guys were advocates for it, that's a good way to do it.

Possibly at a mentor session, maybe afterwards when it's a conversation [indistinct]. No. That's a sales call.

When people [indistinct] at [indistinct], are we using this? No. No, trust me it's so – think about [indistinct], even overwhelmed just at the six success principles. I've got to say, it's a lot to handle, so we need really the facilitators of your success running your success at TCI regularly and getting the new students in.

What do you reckon?

Well, that's my

invitation to you guys getting good at this stuff and we'll start promoting your success [days] and get the new guys along and get exposed to this type of thinking because I can't do this constantly. This took a massive effort to put together, you get that, don't you? This has taken hours and hours, weeks, and I frankly wouldn't want to keep repeating it because that would not be sustainable for me, but we need to get - this message is too important to not get to every coach in our program. Yes?

Yes, what about – I think a little bit differently because I have to travel to come in, so those kinds of daily ones I've got to pick and choose----Good point. Live stream.

Live stream is great. So I was just going to say you could either offer a live stream or you could offer a free bonus all levels webinar, an informational webinar on what the programs offer. What about this? Hang on. What about pre-recorded six hour training on how to use your success in your coaching?

As something they would have to buy? No. Just push it out every month. It's free. It helps every TCI coach. All I'm obsessed about is helping you succeed, that is it. That's what keeps me awake at 4 o'clock in the morning. If you want to know this avatar, it's obsession with your success, so I don't want to sell it, I just want the people who don't know what we now know to know it.

[indistinct] webinars, people choose – like, yes. The bonus webinar. Yes. Yes. What do you reckon? Something to percolate about. Yes?

And the other [indistinct] I had is we have Coach and Connect here, could there be somebody who has coaching skill success-----

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Who could run a workshop. That would be great. Guys, have at it. Be one of the speakers, the facilitators at one of those nights, or many of them. Okay. Thank you. Yes?

On the six hours that you do, you could interview coaches who are successfully using it. Yes, that's a great idea. Thank you. Keep your ideas coming because I really believe if we can help each other succeed, this is the one area where competition is pointless, if we can all help each other succeed, we're moving from traditional one on one to some of your ideas we're now loving and exploring, we're going to constantly have edge in the marketplace. Currently we have the best coaches going by miles. Like, our success stories outstrip any other coaching school and we're watching all the time, by miles, but I think we can do better. Yes?

Could you give them the first module free? Mmm. It's 29 bucks to explore the first module. I just think – yes. Yes.

What inspired me to get interested was hearing the success story that - I believe what was your success story about something else. I was, like, wow, so it's like know the way. Yes, there's a couple in the room already. It's fantastic.

So having access to that----Success stories really help.

----would help me want to----Wonderful. Thank you, guys. It's worth thinking about because the more TCI coaches get involved with this movement, the less they're selling their time for money, the more they're involved in real business, it's more success helps our reputation even more, which helps you even more. Yes?

Could you have a student come in and guest speak at [indistinct] and speak about---We could. I'lI think about, it's just they're already quite full.

I don't know if other people took this away [indistinct] with me, but my belief from [indistinct] was you have to do one on one and get good at it. Well, I still think you do. I'm not saying don't, I'm just saying there are ways to get more business.

Yes, but I think with that principle [indistinct] I've got to do one on one, get really good and then I think I can----All right. I need to think about that because it is a really true message, most people can't handle the conversation we're having.

That's a really good one.

I won't take anymore comments.

I really

appreciate your feedback, and I'm loving the ideas, during the breaks if you can come and chat about how you rate this – so TCI is just the runaway school in the world for you guys. I'm going to leave it there and then let's keep going. Okay, so I have gifts coming your way. I've been planning them. Easter eggs, yes. All this is a gift, you're so wonderful saying that, thank you. So – yes?

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Can I just thank you for afternoon tea, it was wonderful to have our brains re-energised. Was it? Oh, good, was afternoon tea lovely? What did you have?

Like chicken [indistinct]. There were vegetarian choices. Okay, let's do it. What's the time? It's already gone 5. Let's do this. So we've covered day one. We did – oh, come on. Now we're into - we've done – brand promise barely. We've barely touched on it, but we need to keep moving and we're going to move to the next section which is – content marketing. You guys are really getting this. I actually never dreamt it would – you guys would get it this much. I was hopeful, but I'm just so pleased. Let's have a look at what I wrote. So let's talk about – remember you guys are getting the slides so please don't worry about writing stuff, which is good. We're now going to get into some territory where it might be new to some of you, so just get into total expand awareness, happy to learn, it's all brand new and that's a good thing. Turn to your partner and say, "It's always good to learn."

Content marketing is how to market small

businesses, so big business does not do it that way, instead it's called brand marketing. So Lexus does brand marketing, Porsche does brand marketing. They just have pictures of their emblems, their logo, the car looking great, different colours, drop into a Porsche dealer near you, that's it, but we need to do a lot more because we don't have firstly their budget and or their presence. Totally fine, very manageable and very easy to be very, very good and very wealthy from a strategy. So what do you guys think content marketing is? Let's have a go. Yes?

Probably get it very wrong. Whatever, give it a go, [indistinct] learning.

Yes, giving them a glimpse or a peak----Spot on.

-----at what they will receive. Yes, spot on. Yes?

I was going to say the same thing. Well, you'd be right. Yes, so personal power pre-launch is a great example of content marketing. Mini videos, interviews, access to different content, which is giving you an insight to the presenter and what will happen or your experience you'll have when you get there. Yes? Now, why is that a good thing? Why can't we just advertise the Porsche? Builds trust.

Curiosity. Builds curiosity.

You see [indistinct]. Yes, it deselecting people who would never be interested and making sure you select the people that would be.

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Try before you buy. Yes, try it before you buy. You're also building what's called a tribe. [indistinct] rapport. I'm really big on the tribe. Your success group is a great example of building the tribe. So we're getting people to try before they buy and in our group is a lot of people who have never bought the program and actually at this stage don't know there's a program because we haven't launched it yet. This is all pre-launch, but we're going to build a tribe of followers who talk about the principles of your success and they're already pre-conditioned to enjoy the message when it comes. We tend to buy that which we're familiar with. We are attracted to that which we recognise. So content marketing achieves recognition. You're cutting through the noise, you know compare it to someone who just comes along with you and I'm just going to try and sell you something. Cold, never heard of before, versus if you're pushing out content in various mediums so they can access your message, your style, your tone, your character so then when you do push out a buying message, they're like I know you, you're the one. Is that making great sense? [General agreement] Now, let me ask the question and this is where there'll be some gaps in the room, I'll stand back for the [lack] of hands. Who is doing content marketing currently? There's like six. So there's 50 people who are not. That is a gap to close. Now, I'm going to go into a little bit of coaching talk here. Too many coaches relying on the ability to ask a coaching question to get business, you need to switch your thinking if want the edge in this marketplace from being able to ask questions, which I expect you to be able to do because you're all trained, to be able to deliver educational content. Please do that. Do you get the difference? You guys are saying yes and not shaking your heads or what. Not totally. So what does a coach do? They get a coaching session and what are they good at? I hope asking questions. I'm hoping. Just say yes. [General yes] To varying degrees of competence. It's all the muscle they build, too much. That won't build your business at the rate you could. You'll get there, but the way to really do it is to answer the f***ing question. Supply answers, not just questions. So you're in a coaching session and you say, "So tell me what we're focusing on?" Think what you're saying is 120,000 coaches versus, "Hey, everybody, I'm Sharon Pearson, and I'm really looking to sharing with you a little four minute snippet of what it means to choose your focus," and you deliver and teach the content. Are you getting the difference now? [General yes] Can I have a hell yes. [Hell yes]

And ultimately that makes your job easier because you've now done pre-learning with your client. Yes, and they get to know you as a-----

Person.

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Character, for God's sake. Thank you. There's no knowing you as a person. Who here believes they know me? No-one put your hand up. Please, respectfully, that would be so ignorant and arrogant to think someone knows a trainer. Same as it's arrogant for me to say I know you. I'm not in your home. I'm not seeing your life, I don't know your fears, your regrets, your hopes, your dreams, your disappointments. Does that make sense? So they don't know you as person, they know you as this character who has a certain message and that's your job is to create content. You can do it through so many mediums. We're going to look â&#x20AC;&#x201C; there's so much to share with you around this, but just think what it would do if you developed a discipline of weekly creating a four minute video for You Tube or Facebook or whatever video, whatever the latest version is that you put out to your marketplace. Every week you learn how to deliver four minutes of content on your thing based on the program you developed or got from us in the previous section. Remember the first up was brand promise, it's build a damn product. This one you're putting out pieces of that so they can get to know you. What would that do to your confidence if you had to first time video is facing you, second time, well, something third time, eventually and then weekly you can just put it out. What would that do to have you feel about your confidence and competence in this space? Through the roof. What about if you then started doing interviews with some people and used that to push your message. Yes and then yes.

Is that four minutes the second time? Four to five. Seven is a big push. Goldfish, just think goldfish.

[indistinct] Yes, think goldfish, less than seven minutes. Yes?

I was thinking that just before you said it, I have an interview with [Janine Ellis] next week and I was thinking I don't know if she will allow me to either audiotape it or video it. Oh, you must. You wouldn't do the interview otherwise.

I was going to pen and paper it. Just the little [indistinct] to the iPad and then what I want you to do is video it. So you've got the video, you're going to strip out the audio, which is what we do with this. They strip it as a transcript and you strip it out as exercises. I'm not kidding, we're doing all four. Everything you have a video. It's what we do with everything. Who is loving this? [General agreement] So what are your thoughts other than awesome? What are your thoughts about what you would talk about and how you'd feel about it? Talk to me, guys, get a conversation going. Yes?

It's giving them results in advance. Do you know about results in advance? How do you know about that?

Frank Kern.

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Well done. It is about results in advance. What else comes up for you guys? Yes?

Listen, when you start teaching you start learning better. There it is.

And then you start----You have to articulate it.

You have to and I do it with my friends now because they're all fascinated with what I'm doing with learning and I eventually will have a conversation with them about a module I just read. Good.

They don't know, but I â&#x20AC;&#x201C; you teach it, you learn it. Wonderful. Wonderful. Yes?

Going online with Frank Kerns there adding value and actually solving customers' problems or clients' problems which is exactly what the rest of the market doesn't do. Yes, because they're just trying to sell stuff.

Exactly. Just give them great content. It's called stacking the cool. I want you to stack the cool. Keep stacking and when you think you've given enough, give more. Give your best stuff away for free. A couple of guys I hang out with say this, "We give away our entire program through content marketing then we charge for access." Think about it. Sexy as? You're looking at me differently, I like it.

[indistinct]. Sorry?

[indistinct] does that. All of us. All. There is no-one you can name in our space who isn't doing this. Content marketing is the way to go, so let's have a [indistinct]. Yes. So what problem does the content solve? That's how well you've got to know what? You're avatar. You've got to know your market so well. What else would you probably want to know in terms of solving problems?

Solutions. Yes, I deal in solutions or, s***, I've got a problem and we're screwed. No, go to the solution. You're looking at competitor analysis. You look at what solution they're providing because you need to do something else. Whatever they're pushing, don't push or if you do, do it in such a different way. There are two types of marketing content. You can do 'yes and', or the 'yes but', so if you see competitors who have got a pretty good message but you know a better way to put it, you do the 'yes but' marketing. So you'd say something like this, "There's a whole bunch of people right now talking about

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X, Y and Z and whilst there's a lot about it I love, I just thought I'd give you some contrasting ways to think about it." So the first thing [if I consider] I've just a 'yes but' marketing, I've just engaged with a competitor in the coolest way or you do 'yes and'. "There's a lot of talk right now about X, Y, Z and I'm loving that messaging and I think we can delve a little bit deeper and unpack how we can make that a reality in our lives." I just became more valuable than the person who came up with the message the first time. Love me a long time.

Yes. Second part is say, yes, love a long time. Yes?

Yes, I was just saying you moved eloquently into the us thing that----Well spotted. Who else spotted that? Not enough. Who else spotted that? Can you [indistinct] yourselves, I haven't broke any water today. Who has some [indistinct]. I am on a quota of two bottles a day and I'm screwed. Yes. Is once a week too often? No. No. There's some guys that I hang out with who are doing once a day. If you're on [fan page] of your timeline, sssh, if you're on your timeline [fan page] once a day, often as you want. You Tube, Dale Beaumont, another buddy of mine, he did 52 videos in advance and just released one a week on You Tube. I couldn't stand to do 52 in one sitting. I don't know how he did it, but it’s how he did it. Who else is doing some content right now? Jack, up in Sydney from Entourage right now, he's doing two months of creating content in a studio, it does my head in. I'm a more pace myself kind of gal. My [indistinct] is in San Diego right now, he's been in the studio for a month just creating content for the year. Marie Forleo, do you know her? She spends once a month – one month a year creating the content for the entire launch for the year ahead, so she spends a year launching content and then does one launch a year. Does everyone understand what I just said? So she pre-launches with videos and they're all done in advance. So she's not really [indistinct] every time, she's got a big wardrobe, I'll tell you that.

She has She has. How many versions of that dress can you have? Have you noticed that? I'm so impressed. But that's all done in January of the year and then she spends the rest of the year just pushing content which is all pre-launch and then she does a $14 million launch once a year at $2,000. None of it is access with her. Are we clear? But she's a very strong character who is doing everything I've been teaching you, exactly everything, which means she just gets to do one launch a year off her content and everything else is content marketing. Is this answering some questions for you, explaining what people are doing? Frank Kern, anybody have a go at what Frank Kern does to launch a thing? Mmm. It's a good thing I'm here. So what he does is mini launches. So he releases goodwill content. It is heavy duty content. Marie Forleo does – how long are her videos? Think goldfish. About five minutes. Yes, less than seven minutes. Frank Kern releases videos that are an hour to an hour and 20 long. Hardcore, amazing marketing content. It's incredible. So he has raving fan followers and great clients because his content has built so much goodwill and if he has nothing to do or nothing to say for the week he'll just send out a video. "Just hanging out at home this week, not much going on, thought I'd share this with you, no charge, let me know if you think it's cool." How much goodwill do you think that creates? It's content marketing. Now, what else can happen – are you guys a little inspired?

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[General agreement] Yes? You've gone really quiet. This is so good. Yes? Okay. Because I don't want to go too far if I'm speaking further than you're taking in, so is everyone comfortable with where we're at? Reassure me. I need reassurance. I'm getting very insecure right now.

Just recently Matt Lavars put up on Facebook that we should do videos, you know, and encouragement for us to do it and I thought, no, Iâ&#x20AC;&#x2122;m too scared to do that. After today I'm not. Good. Good for you. Well, let's get them going in a break. Get a video, get some interviews going with people in the room. Create some content. I mean, there's enough people to [indistinct] you all know the message, we know what we're doing, support each other and create some content and start getting it out there. The other thing you can do, if you start creating good content, you'll get people start sharing it and that's wonderful if your message is getting shared. Can I go a little into crazy land? Are you ready? [General agreement] You can actually create entire content and give it to someone else to give to their market as a gift. Create content, cool content, epic content, and give it to someone else who is in a similar space to yours as a gift to get them to use it any way they want and they will give it as a bonus to their market and your name just got known by all of that market. I do that around the world with everyone. Smart? A little bit. A little bit. We'll the people who are smart they know this. You're not going to come across anyone who is smart in this world and then you're not going to say them, "I want to give you all this free stuff," and they go, "Why would I do that?" Then you go, "Okay, let me consider is it a match for our market, is your message aligned with where we're heading, is your style aligned, are you a character match to our avatar," they know this content and they go, "Yes, it is, I'm going to give it to them as a bonus when they buy my thing." You're the bonus they're going to get. This is being recorded for a very large client who is giving it as a bonus to their clients, so immediately this entire thing is going to 2,000. I only have to record it once, this message goes out to a whole other group of people. Smart? Very smart. Okay. I need to stop talking. You guys need to talk to me because you've gone a little bit quiet, you're freaking me out. It's not paranoia if you are staring at me.

I just finished writing my ebooklet, it's going to be a free download on my website and I'm passionate about women and I'm also on a strategic planning committee for a charity and I'm sharing that content with the charity that I'm on the board for which is something that I guess gives value to the women [who see] my avatar, the women that support this charity which is empowering women and young girls in communities around the world. Wonderful. Well-done.

And I'm doing a webinar for them, I think it's in August. Smart. You're so smart. You need to share more in our Pro Coach group please. You heard it here, everyone heard me say that, and you heard her say what in response? Yes. We heard you. Great share. Thank you. Who was next? There was a few hands went up. Yes?

I'm seeing opportunities that I didn't think of before.

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Good.

I'm on the board for – a couple of weeks ago, on the board for the local business chamber and now this is something I'm planning to share with them. Do videos and put it on their website. Wonderful.

Share it with small businesses. I'm over the moon. I am over the moon you guys are getting how to use this. Yes?

[indistinct] keeping with this [indistinct] with the content exchange is actually [indistinct] the content to share it with their tribe and [indistinct] have the time to make [indistinct]. Absolutely. Or the desire or the knowledge or et cetera. Yes?

There's even a job that I used to work in I think about a year ago for an iVTV network and I know that there are [indistinct] that I [indistinct]. There are many channels opening up now on You Tube that are looking for content, there are podcasters needing content. Two of the big podcasters biggest content – biggest podcasters in the world will interview you simply if you email saying I've got this idea and all they do is create 40 podcasts a week.

I think there's actual guidelines where they have to actually upload a certain----They have to upload the content. So content is king. I will say there is a movement towards higher quality video production than perhaps two years ago. That's the one thing I will say, that we can't really get away with what we've been doing until now. We actually have to – like, we're going to have to edit this and put a bit of effort in. There is an expectation of that now because so many people are getting it that, yes, the content is the game. It's huge. Yes?

I have a question. I know that you recommended that we could roll out a video [indistinct] or so, content [indistinct], could you also just roll out a video of you in your experience? Thank you. How do you mean?

So for example, [indistinct] is travelling around the world and that's his lifestyle and [indistinct] can you just take a video of [indistinct]? No.

It's got be great content.

Yes, otherwise it's just bragging and whilst voyeurism is a fad,

unfortunately more than I perhaps enjoy, at the end of the day they're only going to come back if there's something to say and I know this really well, so we had trainers with us a few years ago and they went off and just started delivering weekends with X, their name, that only last three weekends. You can't just hang out because you really dig the person. You've got to deliver cool content and I'll tell you now, it's got to be different and it's got to be fresh and it's got to be unique and it's got to be new and you can't just rehash stuff. It's just not enough. People are wanting to be – I'll say it, they want to be entertained and it's not enough watching your travel diary. Make sense? Unless your name is Kim

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Kardashian. She's the exception to all of it apparently. What evs. Who else? Let's get the conversation – yes?

I just wanted to share it's actually not that hard, like you learn from - the latest iPhone [indistinct]----Amazing.

-----video and all you do is go to like a Dick Smiths, get yourself – it's called a smartLav-plus. It's just a [indistinct]----Thank you.

-----mic. It costs like 100 bucks. Say the name again. Smart-----

SmartLav, so it's Smart-l-a-v-plus. I'm just going to say it SmartLav-plus.

You need to connect it to your – like, you've got to actually wear it on your lapel and film the video, Bob's your uncle, with your iPhone 6, and it can do everything. Everything is so easy on an iPhone. I can edit.

Yes, you get it – you can get a free app to convert the videos or pay the 6 bucks because it's worth it to get the better one. Which one do you use?

I can't remember. Okay. Have you got your phone here?

Sorry? Have you got your phone here?

No. What?

The iPhone 6 is my – well, it's with my business partner. Yes. Okay.

So [indistinct] with her, but the point is that when you go in you'll have a free or a paid option, choose the paid option for converting videos. Brilliant.

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That's what I'm saying and it's just so quick and easy [indistinct] it done, upload it to You Tube and Bob's your uncle. And you can actually edit audio video now on the phone, that's how easy it is. You don't even need a computer, that's how easy they've made it. Yes?

Yes, so it's like this little device [indistinct] and I just carry this with me so if I [indistinct] interviews [indistinct] it's really small and handy. Brilliant.

What is that, your camera or a mic or both? A little camera that you can use it with your phone with this little lapel mic and [indistinct]. And he's ready to go. He's interviewing me in the next break.

Awesome. He's good to go. Yes? [Portion indistinct] I'm sorry, what was that?

I've worked in film and TV for about 10 years before the coaching so I'm really happy to help anyone with that point so a bit of information [indistinct]. Thank you. That's so lovely. Thanks so much. That's wonderful. Thank you. Who is inspired? Yes? Who's got some ideas? Turn to your partner and say, "I'm so inspired." So here's some ideas for you, when you go networking, now what could you do when you go networking?

Interview people. Interviews with people in the room. Who else could you interview at the networking event? The host. Who else?

Guest speaker. Guest speaker. Yes? Do you know how many guest speakers at those events would love you to say, "I'd love to do a little miniseries, a series of interviews with you and share your message with my market"? What do you think? Yes. What about this? I'm going a little bit crazy, are you ready because this is where I stand for crazy, do it. Do you reckon I should do it? If you say so, I will. You can actually get on TEDx in Australia. Do you want to have credibility, expertise, content, get on TEDx. I will hook you up. Who in the room has done â&#x20AC;&#x201C; I thought someone in the room had done TEDx. I'll hook you up with a member who has done it and they will share you how they did it.

Thank you.

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Yes. We've actually got two people now from our community who have done TEDx in Australia. I'll hook you up, it doesn't matter. Seventeen minutes, yes, or even 12, doesn't matter, does it? Does it matter? What about just having the credibility to say I've been on TED. It's fantastic, massive credibility and expertise.

[indistinct]. Sorry?

[indistinct] TED [indistinct]? Amazing, which has already been loaded on Your Success Today to have a look at so the timing is perfect for this conversation. Check it out on Your Success and watch that [video], it's one of the best Ted Talks ever done.

Actually it's just on the Pro Coach page now. It's on the Pro Coach page as well? You did that, didn't you? You loaded it. You did. Thank you so much. That's so kind of you. Okay, so what are some other ideas you have for content? Yes?

Run a seminar as a funnel to running a bigger workshop, then when you do the workshop over a day or two days or whatever, video each segment. Each segment becomes a module for those who can't attend the workshop, they can do an online course. Wonderful, and then for - this is content marketing, it's not product creation.

Oh, sorry. That's okay, but that's for segment 1, but segment 2, you'd do the same thing and just take out pieces of it and put pieces of your program out to the world. Now, in the beginning, let me just share with you. No-one will watch it. You need to know. I'm not here to do the rah rah, yay, you'll be great. You will be great and no-one will give – your mum won't even watch it. Yes, my mum didn't watch my first one. I say it from experience. She watched every one after that. Your friends will go, "Why did you do that," and no-one else will hit like and you will sit there hitting refresh waiting for a like and finally you'll get on the text to your friends saying, "Hit like, damn it," because you want to see some likes. Has anyone had this experience when they started out? Is this not exactly how it happens? It's spot on. You must persist. These are one of those times we talked about yesterday when you have a challenge and apparently this is going to help you build some awesome character traits that are just wonderful for your future. I fail to see what that trait is other than damn I want some likes, but it does – if anything it weeds out the people who are never going to do well in this business because a lot of people just do one or two pieces of content, nobody likes or shares, nothing happens and they quit, and I'm like, oh, you're making it easier for me because I'm just going to keep pushing content until I start getting the what I call stickability that I want and it's all about stickability. I want people to keep coming back and seeing it again or sharing or commenting on it or getting involved with it or telling me how I could do it better which is always super helpful. Just really getting involved and sticking around it, but that takes a little bit of time. So is it good to hear that now rather than thinking, "I did the content, Sharon, and no-one came." It's like throwing a party and no-one turns up.

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Can I share something? You can.

My son played around with the video camera with us on the arena with the horses, he's editing a little post that he did because he thought he was so good, has actually had 12,496 views. Congratulations. That is amazing. And they're not all you.

No. But it goes to show that from that, that's where my – this sort of opportunity came about and I was like, you know what, I'm just going to run with this because they want it. That's fantastic. Congratulations.

And that's where it stops, so now I've got to now do more [indistinct]. Yes. Has everyone heard about that kid in America who reviews toys? Anybody? A couple of you have. There's this little kid - he's how old now, 12 now. When he started he was eight and he reviews toys and he started out with no hits. This is all on You Tube and then what happened was he started getting some traction because he's quite a quirky little opinionated – as they are in America, little kids they've got a lot to say. He had plenty to say and he's really quirky and cute and he does this – he started getting more views. He now earns a million dollars a year from You Tube reviews of toys and it all began with his dad pointing a camera – a little iPhone at him saying, "Talk about the toy," and he did, and every now and again his brother gets involved, but again just from little ideas, big things grow, but now they make money from the advertising because if your You Tube does well, advertisers will – if you get a certain number of likes and shares and views, advertisers will automatically have their ad appear and you make money every time that ad gets viewed. Yes? He gets paid sponsorship money by different toy companies to review the toys. It's a million dollars a year revenue from this 12 year old talking about toys. So it's an interesting idea, isn't it? There's this school girl in America who started out in high school reviewing fashion. Yes, I can't remember her name, I'm terrible with names, but she reviews fashion and now she's invited to all the fashion shows in the world and she gets to go to Milan, she gets to go to Paris, she does New York and she reviews the clothes and is taken seriously in her own right as a fashion reviewer and that's how she makes her money. So it all began just because it was something she loved, just blogging and talking about the clothes, advertisers started joining in, the fashion houses started sending the clothes to her for free for her to review and talk about them. From there more advertising grew, now she gets written up, blogged, reblogged, she has a subscriber base and has business from it. All from just starting to have opinions, which is why I stress to you guys, coaches have the skill to ask a question, but the money is not in the question, it's in the answer. Is everyone convinced of that now? [General agreement] It was the review of commentating that's making the money, so you need talent as a coach, but it doesn't make you successful as a marketer because this skill is not that skill and I'm sure in the world right now there's some very talented coaches with very, very small practices because they never heard

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this conversation and they think it's just in the quality of the questions they ask, not realising it's how they get known and how they're positioned in the market. Good message? [General agreement] Turn to your partner and say, "Mmm, I like it." Yes?

Facebook, paying for marketing, what's your opinion? Love it. Just [indistinct]. Take it or leave it. Yes. So if you're wondering what's the big place right now to place your content and you spend your advertising money, it is the holy grail for this room, Facebook. It is Facebook, you don't need a website. It's Facebook. If you do a website, make it a WordPress site. Don't ask me why, just trust me, it's WordPress. You can have a blog based site which means the content is constantly renewed on your front page every single day, but if you're going to do any advertising whatsoever, it is Facebook and tomorrow what I'll be sharing with you is how – and my team is going to come in and have a chat you how we actually run the strategy. We're doing about a million dollars a year from Face – no, we do more than that. We do a lot more than that, Fiona. We do millions of dollars a year in revenues from Facebook ads. Millions of dollars. We love – did I say that before? Love Facebook.

And it's the time. Huh?

It's the time now. The time is now. So in two years' time, this conversation will not be true and we'll have to edit this video, because everyone would have jumped onboard, it would have run its race, the market will be burnt and sick of the dark space, which are the ads, and we'll be onto the next thing. It's probably going to be Instagram or something like that which is starting to happen now, but right now Facebook is the place to place your message. It is the place, best market in the world. It beats Ebay, Amazon, Etsy no, Google, Bing, MSN, all of them hands down. Thank you for asking that. Tomorrow we'll go into how we do that. So we're going to take you through the steps. Once we've got – you're getting a pretty good picture now of how we do what we do. Tomorrow we're going to walk you through – you've got the avatar, you know who we are as a character, we're going to show you what we've done to advertise on Facebook and what we do on Facebook, which leads to a webinar, which leads to a consult, which leads to – or a personal power, which leads to you being in the room. Who is in the room because of personal power? Show of hands. Loud and proud, go for it, look around the room. You're here because of Facebook because we found you because we knew how to find you out as an avatar to us. Is that pretty cool? Yes. So any questions about that for now? We'll have a bit of an introduction chat about it if you like. You guys are getting really thoughtful right now.

We like. We like?

Yes.

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We like a lot? Yes. It would give you some ideas, wouldn't it? It's very easy to set up a Facebook ad and Facebook advertising right now is the cheapest advertising we can find anywhere. They are underpricing their advertising by about 10 times. So right now you can do Facebook advertising for peanuts, but in two years' time they'll be charging real money, like Google does, for an ad. The time to do it is now, but you can't run a Facebook ad saying coaching available. Are we clear on that? [General agreement] Yes. Got that. Okay. You guys have gone super quiet. Is that because we've gone too far, it's too much, loving it, taking it in? Okay. Yes?

[indistinct] it was such good advertising for Facebook right now. Just [indistinct] right now when you talked about Facebook, it's such good advertising----For them? I don't think they need my help. But thank you for the boost of confidence in me. I think Facebook has got this. They finally monetised it. Did you think for a while there how are you ever going to make money from this? They go to half a million users that didn't make money, I mean, what are you doing? Then they did the big IPO, the big launch and they cracked it, they cracked the puzzle, they've just done beautifully. Any other comments or questions before we move to a break? You must have questions. Your lack of questions is telling me you're not following the conversation, you're not going to do it, you don't get it or you're thinking I'll get to that later, so you're actually telling me a lot right now which tells me I've got to get this simpler content. Yes?

Sharon, just in the relationship towards the avatar, are you going from like a [indistinct] coaching to sort of a mentoring role when you do that content? Yes, of course. Oh, yes, you can't use the coaching skills to be a marketer. You must be a mentor, you must tell, you must be an expert. You're spot on. Do you get the difference?

Yes. Spot on. Yes?

So that group page, like when you do a----Facebook group?

Facebook group, that page----No, it's a group.

A group. Yes.

Yes, the actual group that you can add people to, that I did and then just did like one post and no-one applied----Got it.

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-----so pissed off, so how often do you post in that? The same as these guys, like I do on----Watch ours. Whatever we do, do that.

I just follow? Okay. Our strategy is used by pretty well everybody in the world right now that I've been naming. They've got their strategy from us. It's the best practice. Do that. Do that.

[indistinct] would you recommend going through that [indistinct] or would you – where I'm coming from is would you need to have a company registration name and all that sort of stuff worked out before you start [indistinct] your content? If you don't have a business name, your name is your name associates. We're done. That's the last I'll have on business names. It's your first name or your surname and associates. End of business name discussion. It doesn't matter. I was Sharon business associates when it was me and my dog. No-one cares. It's about the experience. So that's done. What was the next question?

[indistinct] what we're going through [indistinct]. Oh, it's a great question. Is the camera all good? Yes. Yes? Yes. I believe this should be done by everybody in this room already, so we don't need to – and if it's not, really, get your act together and do that. This never stops. So we're still doing competitor analysis in markets that are associated with ours and not coach training because we're taking ideas from other markets, so a lot of what I'm sharing here I did not get this from competitor analysis, this is from other markets that I've gone into and studied so that never stops. This, you should have now and will evolve as you mature. Does that make sense? So these happen all the time, but let's start with this. This brand promise, I would start with Your Success. You don't have to – you're years away from having a product, does that makes senses? Most people have four or five years, have that, and then the rest of it you're good to go now, but otherwise you can sit here going, "But all I've got is coaching, all I've got is coaching." Yes? But if you feel you can do it without a product, your product is your coaching and you'll start pushing some content now based on your experiences and what you're learning about coaching and you'll put out ideas based on that, so all of this should happen today. Like do a video today and generate a lead. Yes? There's nothing more to really do. We could think about it some more but I think you're good to go now with what you've got and if you start thinking, oh, I need to learn more, I've run out of words on it. You've got enough. You're good to go, get a video going in the break, somewhere quiet, get the content up, watch yourself have no likes, feel disappointed, [indistinct] will go down, your mum will get [indistinct] you up, and so begins the journey of marketing. That's how it begins, but make sure you phone your mum. Can I just say, phone your mum. Good advice? Who else had their hand up? Yes?

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Just when you talk about sort of competitor analysis, I spend a lot of time just looking at other peoples' websites and coaching sites and things just so I [indistinct]-----Good.

-----and they do all have a very similar sort of pattern. They do. I never looked at coaching services sites for competitor analysis. I never have.

Because they're selling coaching, right? Waste of time. They're barely getting any clients from that. They have a site because they were told to have a website.

That's it, so just clarifying what you've said, instead of focusing on that kind of website----Have a blog, have a WordPress blog. It's free to set up and you just push content.

So I could just do that as my website and then use the Facebook platform as a means for content. For content and yes - or you could say click on this link to read more about it and then go to a blog and the blog has a call to action which we're doing in the last segment today, which is how to generate the lead.

Yes. Okay. So it's all starting to come together. These three in alignment kind of work together. Is that making sense? Who had the next question? I think you did, Jackie.

No, you said you were going to be talking about Facebook tomorrow in more detail. Well, I'm going to get my team in to. I am aware of Facebook and I know I make lots of money from it and I'm done. Is there more I need to know? Yes? You're going to have amazing people come and share stuff I don't know about. Yes?

So what I'm hearing is that when I get third party content, I'm searching for content that's going to help my marketing and so I go out [indistinct]. Wonderful.

[indistinct] actually solve the problem that I'm talking about [indistinct]. Wonderful. That will entertain, that will keep them engaged, keep them coming back, stickability. Wonderful.

Yes.

I'll just give you one more piece.

It's called Pictogram.

Has anyone heard of

Pictogram? Do those. Just go to Google and type in 'Pictogram'. Do lots of those, Pictograms. We need to start doing those. I can't talk about it very much because it's not something we're walking our talk around so â&#x20AC;&#x201C; but I've heard it's a way to go and we should and we will and we must and we can and we will.

[indistinct].

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Huh?

[indistinct]. It's a graphic that sums up the 10 keys to having an extraordinary life and it's-----

That's what I do. That's what you do.

[indistinct] the images, the Pictogram----Infographics. Infographics. You're in Pro Coach, aren't you?

Yes. Will you please put one up and we can help you with your business, for goodness sake.

I've been doing that and I've been getting----On Pro Coach? No. Not one. [I'm there] five times a day. I'd know if you had one because I'd have got this excited. I'd go, "Oh my God."

Is it the same sort of – I'll put some up. Yes. Wonderful. How has this segment been? I'll take your silence as true epicness. Is that where we're at? Okay, so I firstly – this is our second last day, so our last day tomorrow and I'm just loving every single minute. I trust you guys are loving it and if I could stay in this space forever I think I would. This is just where I love and I [indistinct] and I love that you're sharing it too. If you – there's a few of you here who aren't in Pro Coach, but this is really a Pro Coach event and we thought, no, we'll give an opportunity for others to come across and join in and get access to this content as well and I trust if you're here as a guest and not in Pro Coach, you're loving it as well. Can I ask if that's the case and getting value? Yes. Double thumbs up with [indistinct]. Awesome. If you are in Pro Coach I just want to share with you, we've been organising some gifts for you. I've gone all hot and my heart rate has gone up. A couple of years ago I got very involved in creating some marketing content and some millionaire marketing content and I was going to give you if you're a Pro Coach a gift of the millionaire marketing program. We retail this at $10,000 and we sell them at $10,000 and it's a manual which includes results in advance and all the other cool stuff that we know and love from Frank Kern, it includes everything we've been talking about here. It's all our closed door sessions, preparation check lists, how to do a million dollar day, spiral dynamics, how to build character, organisational systems for success, Frank Kerns made stuff for mass control, websites to model how to build a niche, who is successful and who to follow in the industry, how to build auto responders, start to finish, done for you. I know, you're welcome to cry, it is pretty awesome, and then millionaire marketing, it's 20 DVDs of how to build a million dollar business and it's a gift. So, please, just as you're heading out, grab your gifts, give me hugs, go forth and make a difference, and it's just wonderful you get access to this forever. I'll never run this training again and it's yours. I have long hair, I expect nice comments.

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[Did you just have a couple and just throw them out.] Yes. To these ladies, they're very good, and we're going to have a break now for about 20 minutes. A couple of people want to get interviews done with me now because they can't come to Your Success, absolutely available for that. For those of you who haven't yet, go and see Diego, whatever you need to take care of. If you have any questions about what we're doing it, come and share it and we'll do our best in the little time we have left to help you out. You guys love today so far? [General agreement] Can I ask you a question?

Of course. One thumbs up. Okay, get on with it. You've got 20 minutes.

END OF RECORDING (01:07:20)

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DAY 2 – SECTION 4 So what we’re going to do is share it with the community. Obviously there are people who aren’t in the room who are in Pro-Coach, and we want them to be included, so let them know it’s coming their way and we’ll take care of them. So make sure no one feels left out. How good’s that? You guys are [0:00:35.6].

All: Yes. Stuff. Stuff. Just total stuff, mate. Tangibles, that’s what we’re talking about. Stuff you can touch. So is everyone coming back in? There we go, we’ve dicked around long enough, pull you back. There we go. Shall we get into the next section? Call it up, let’s get ready. Come on, (00:00:59) say “Bring it on baby”.

All: Bring it on baby. Bring it on baby. Adam, this is for you. It will be complete. I’ve got this.

Are you going to close the loop? We’re definitely for you. Diego, tomorrow with the slide, leave out three letters. And don’t put in the right punctuation. Got it?

Totally. We’re having a lot of fun messing this man’s head, and I can’t stop myself. It’s like free entertainment, I just, what can I do?

Can I use a different font? So we started yesterday with what?

All: Awareness. What’s included in awareness? What are the three parts?

(Talking over each other) So know yourself, know your market, be the character. Then we’re in the second section, deep in it today. What’s the territory we’re in?

All: Alignment. Alignment. What’s the first part?

All: Brand promise. Brand promise. Then we got into-----?

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(Talking over each other) We rocked out at that, didn’t we? And now we’re heading into lead creation. Loving it?

All: Yes. Can you imagine how empowered you are now, you can go out knowing there is nine steps, you know what they are, why they matter, how to do it and how to teach it. Is that pretty cool?

All: Yes. I think your value as an expert consultant, facilitator just might have gone up. What do you reckon? Because who else have you ever met that’s got nine steps to how to effectively market? I’ve never met them. I think this is a wonderful head start for you. So let’s do what I did. It’s looking a bit complete here Adam, I’m sorry. Okay, so can somebody check in their handouts if it includes the A-Team and lead generation methods? So you’ve already got that? So I didn’t want to just do, I couldn’t work, because have you noticed everything’s three by three by three?

All: Yes. Pretty clever, huh?

All: Yes. Which did make A-Team work. So I couldn’t do A-Team here, obviously, so that’s a separate handout. So I thought long and hard well, what matters in terms of context, or being, what is going to hold how to do lead generation? And one of them is definitely being generous. And if you can apply that to content management, and the way I want you to look at it is this. And I have to remember I’ve got that there. You’re going to content market, which will lead to a lead. Then when you’ve got the lead, you’ve got to do more what?

Content marketing. Content marketing. Content marketing. Yeah? So the way it works is work out what you’re going to sell, deliver content on that, get the lead. Then when you got the lead, deliver more content on that, and then offer, which is tomorrow, we’ll show you how to sell it tomorrow, is everyone following the steps? The content marketing is the one consistent. Please notice how much content marketing we do with you, and you’re in our program. How many ways do we give you free classes, free access, more stuff, think about it. All the time, we are today majorly content marketing. It’s a $10,000 gift. That’s content marketing. That’s us constantly putting to you how it’s epic to be part of this. Totally. So being generous is a really big part of that, and I trust that you see that we’re setting a standard with that. And being generous is going to separate you, I tell you this is the easiest thing we’ve ever done, by being more generous than anyone else, it will separate you from the herd like that. Most of your market does not want to give squat away. They just don’t. I can almost hear our competitors when they find out about this. They’ll diminish it, knock it, “Oh, it’s probably an old recording anyway”. Huh?

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(00:05:33) I’ll don’t think they’ll ever complement it. Because most people in the market in the attitude of whatever “We didn’t come up with can’t be that good”. It’s a bit like the mentality shared around the tennis. If I win, someone lost. If they see someone winning, they feel they’ve lost. Does that make sense? So it’s so easy to do well if your attitude is “If we’re generous, everyone wins”. It’s so easy. Joe and I are amazed constantly how our competitors don’t do what we do. Don’t tell them. Secret. Deal? Turn to your partner and say “It’s a secret”.

All: It’s a secret. We don’t want them to catch on, but we’re constantly amazed they’re not seeing what’s going on. So generosity is the key. And this is what you want people to say. “If this is how much you give me before I join, I can’t even imagine what happens when I do”. That’s the attitude you want. Do you love it?

All: Yes. Hey, Diego, could I get the new brochure down here, please? Can I get enough, one for each table? Do we have them in stock? No?

Which brochure are we talking about? Our new TCI brochure. The new beautiful envelope brochure that we, the (00:06:55).

Yes, I know. You’re not looking for it?

No, I’m actually looking at the amount of people that we have here. No, just one for each table. One for each table.

Nine of them. Nine tables. Bring 10, because I’d like one. Thank you. So generosity’s the key, and then it’s about well, if you don’t put content out, what modality are you going to use? So is it going to be YouTube, is it going to be Facebook, is it Twitter, is it Instagram? Gosh there’s a lot of things you can do these days, isn’t there? Is it your blog? What else is there going on?

Webinars. Webinars.

Pinterest. Pinterest. I still have no clue. I said YouTube, yes, YouTube. What else do I not know about?

Snapchat. Snapchat, oh my God. I’m exhausted. So there’s all those ways to push your content and insert the next six inventions that are coming by tomorrow morning. We’ll talk about them in the morning. But isn’t that the way it is? There’s so many ways, it’s a stellar time to be a marketer. When I began, okay,

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shut up, you’re not allowed to mock me how long I’ve been doing this, but when I began there was no internet.

I remember those days. You remember those days? You were born?

I do, I remember those days. What?

Oh, you’re so young. Well done. Wow. Okay, so maybe I exaggerated about the internet. But certainly there was none of the marketing ways. Google advertising only came in in my second year in business. So we relied on, are you ready for this? Newspaper ads. Insert mocking laugh now. Thank you. That was perfect. We relied on magazine ads. Do you remember magazines? We relied on magazine ads.

(Talking over each other) We did letter drops. Those were the days. Letter drops. That’s all there really was, back in the day. So we just got a new brochure that none of you would have seen. Yeah, it’s very hot. So this is part of the lead generation. So “Change isn’t by chance, it’s by choice”, which is here on a ceiling somewhere. Isn’t this beautiful? So it’s designed by an envelope. Are you ready? “Life begins at the edge of your comfort zone”.

(Talking over each other) It’s just beautiful, isn’t it? We’ll try to get some more so you guys can have one per table. But I’m just going to share with you, this is divine, look at the branding, and it’s just so us. It’s so us. This doesn’t cost more than $6. So people look at this and go “I could never do something like that”. Actually you’ve just got to get your heads around ‘you can’. Yes, you can. I had something classy the day I began. It wasn’t as good as this, I’d never have conceived of anything like this. But I certainly did have a black envelope, like folder like this, that opened up with some printed material in it and a DVD. Now, I did burn my own DVD, back in the day when we burnt DVDs, and I created my own covers for the jewel case that the DVD sat in. So I had my own little machine that printed jewel case covers. But when you’re not generating any leads, you have time to do stuff like that. These days obviously we get it printed professionally, and I have no idea where this was done or how it happened, I was involved in the creation but not the logistics. But does this seem a bit doable for you when you hear about that pricing, and what you can do?

All: Yes. So I had a folder that was black. What colour will the competitors have?

White. White.

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White. Say it loud and proud. Like if you do any shopping round for a coaching school, what colour are all their brochures? White.

White. White and blue. Blue. White and blue. So we went, 11 years ago, black and gold. Because I saw the competitors have white. So I thought “Well, we won’t go near white”.

We had white on nothing.

A decision to separate

ourselves from the pack, so we can be the unicorn. Are you guys loving this?

All: Yes. So think about what’s the colour you see your market in, and you just go a different colour. It’s not as simple as just go a different colour. I’ve chosen the most expensive colours there are in the colour range, as in they represent, what do these colours represent to you when you see them?

Prestige. Prestige.

Wealth. Wealth. High class. Wealth, high class. Elite. Pardon?

Royalty. Royalty, that’s what we aim for. The colours I had originally were for SP & Associates, Sharon Pearson & Associates, were maroon, or blue and gold I think, blue and gold. But again I did research on colours. What represents the most expensive brands in the world? And these are the colour range that I drew from. Notice your lanyards, if you’re in the Pro-Coach you’re platinum. So it’s all about getting the exclusivity. Have you noticed our programs? Practitioner is what colour?

Red. Green. Blue. Green. Advanced Prac?

Blue. Blue. Next level up, maroon. It’s not red, it’s definitely maroon. And then it goes gold or whatever that shiny colour is. So it’s just an ascension around the modalities. I’m just getting you to experience us

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differently depending on which level you’re at. All of this is thought about. Let’s go back to this. This s doable for most of you in the room. If you have a little bit of an advertising budget, or willing to create one, my first print run was about $1,500, that’s all it was. And it just started with me getting some black ones, with a little SP & Associates was basically the same logo it is now, on it, and I think I stuck it on, it was a sticker, back in the day. And you’d open it up, it was just one fold open, and in it was just printed material I printed on my printer, testimonials, but it was all based on the type of stuff you’re going to read in here. So from day one I separated myself from everybody else who was going out with photocopied materials on cheap white paper, black and white. Like really? We have no more imagination than black and white photocopies? Are you kidding me? It made it very easy to succeed. Do some of what I just suggested and you will separate yourself from the masses who think any information will do. Convinced?

All: Yes. Yep. So what modalities are you using? Obviously once we created the lead you’re going to get this, but what’s your experience before you get this? How did you guys get to know us?

Visuals. Visuals. So tell me about it. I don’t mean modalities in representational systems. Like was it YouTube, was it a blog, was it-----

Facebook. Facebook. Facebook. How was it?

Google search. Google search. Our website through Google or Facebook?

Through Google. Google, love Google.

Facebook. Facebook.

Radio advertising. Radio ad. Fantastic.

Word of mouth. A recommendation.

Yeah, referral.

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Referral. Radios by the way were very effective, they’re just super expensive. I call it ‘old school marketing’. So the most expensive marketing I think is the least effective there is. Radio ad, TV ad, newspaper ad, mag ad. Why do I say that? I know they’re the most expensive, because I bought them. But why do I say they’re the least effective?

Return on investment. Return on investment. Why?

We’re desensitised to them, as a consumer. Yes, and?

(Talking over each other) They don’t lead anywhere. We had calls to action with ours like crazy.

Because the market is shrinking, and we’re paying a lot more----That’s not it. I’m looking for one answer.

You’re not actually targeting. You’re not targeting. You’re not targeting. You do a radio ad and your Mum and your daughter and your dog’s listening. But I do a Google ad, you had to type in ‘life coach training’ for our ad to appear. If we appear on your Facebook feed, it’s because we chose for you to see that through the targeting that Facebook very inappropriately and I would have thought illegally allows us to do. Well, think about it. There’s basically no privacy when you’re on Facebook. They give us as an advertiser access to every piece of information about your timeline. Did you know that? That’s why I appeared on your feed. I know what books you read. I know where you live, I know who you hang out with, I know who you’re friends with, I know what albums you listen to, and what music you like, I know what movies you’ve enjoyed, I know what shows you’ve enjoyed, and if you like (00:16:15) I know when was the last time you visited him. And I can target you all the way down to your street number.

(Talking over each other) Facebook. I can target you geographically, by age, by profession, by likes, by interests, by pages you visited recently, I can target you by the friends you have or the friends you don’t have. I can target you by other ads you’ve followed, I can target you any way I want. I can get it down to five people can look at my ad, up to the whole planet. Pretty amazing. So big fan of Facebook, just saying, as an advertiser. Can’t believe I can do that, just saying. Who agrees with me?

All: Yes. You guys have gone really quiet. Don’t be freaked out, it’s fine, you’ll be fine. I haven’t knocked on your door yet, you’re fine.

How do you see that information?

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Facebook. You go in to set up a Facebook ad, and you start choosing who you want to see your ad, and you drill down and down and down and down. If you’re in Pro-Coach we’re going to teach you how to do it. No really. Like once you get past “Holy s***, you’re kidding”, you kind of go “I want a piece of that”. That is epic how do I do that. So (00:17:34) tomorrow is going to be talking about how we do that, and then in Pro-Coach we’re going to run some classes on it so you can figure out. It was the cheapest form of advertising going in the world. It’s like you pay 10 cents an ad, an impression. It’s ridiculous. Yeah, a click. It’s so cheap. A few little ads, we’re paying up to $65 a click. For a Google ad, you know the Google sponsored ads, you click on one of those ads, please don’t if you’re a student, you cost me $50, $25, sometimes it gets down to $16, we throw a party, because it’s such a competitive space. When I started it was like $6 a click, $2 a click, and now it’s just super expensive advertising to buy. Facebook in two years’ time will be those prices. Just so you know. It will be those prices. They will catch up. Because the market now, regular marketers are realising the value of it, everyone’s starting to jump in, more ads are going to appear, they’re going to have to up the price so less and less people can afford to advertise, because they can’t have your feeds choked up with ads, so it’s going to go the Google way. So whilst you can, good times are flowing, get on Facebook, get past being “You’re kidding” into “Yep, that’s me, that’s where I advertise”. Where was I? Yeah, there’s a modality. Now, in terms of opting in, we’ve got the tiles together. We know our avatar, and we know the problem they have and what they want to solve. We know what keeps them awake at night. We then know what product is going to solve all of that. You with me so far?

All: Yes. I’m with me so far, so we’re okay. Then we’re going to need to have a lead generation that gives them something that is towards the solution, not the whole solution, and enough to have them know you, like you, trust you, and want to know more about the product. Are you seeing the steps? So it’s one, two, three and it leads back to the product. But you need to know the product before you make the lead generation offer. Why?

(Talking over each other) Yeah, because you’re going to be tailored to that. I need have to make sure everyone gets that, because a lot of you will think, don’t just advertise and try, no, you need to know what they’re going to be buying. So my recommendation, if you’re keen to model me, which I trust all of you are, get obsessed about opting in to marketers and seeing what they give you. Who is doing that already? Who has their inbox just choked with endless offers they’re no longer interested in? Deal with it, create a separate e-mail account, and have it all appear in there. Wish I’d known that when I started doing this. I had to unsubscribe three times for a couple of people. They are persistent, aren’t they? They just keep sending stuff. But then what you do is you reverse engineer what you get. Now, in Millionaire Marketing, in the manual, you’ll see examples of what you get when you opt in. So what is the lead magnet? It’s called a ‘lead magnet’. Or ‘mafia offer’, it’s called, I think (00:20:46) was started by Frank Kern. Or ‘ethical bribe’ is another name for it. But what is the coolness, they will get the reward for giving you the most valuable thing they can give you other than their money, which is what?

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Their e-mail address E-mail address. And this is where science and art will meet. Who you are stylistically has to be infused in it. That’s what we’ve done. What they want to know has to be in there. The experience they’ll get with you has to be infused in it. Because you can’t just sell content, because if they made their decision just on the content, and they’re, let’s do an example. If we didn’t show and expose that we’re a bit rock and roll, it was just content and a boring brochure, have a look at the brochure, and you’ll see it’s us. But if it wasn’t, if we excluded character and experience, who would we enrol? Describe potentially where we might get this wrong. Describe the person.

Serious. Serious, you’ve done it, we’re there. What else might this person, if we enrol the wrong person, if we just try and show content, what do we get? Describe the person.

(Talking over each other) You’re intellectual, I love that. What are you implying?

Money hungry. Academic. Could be money hungry.

Well done.

Academic, expecting theory based lessons with lots of

assessments and assignments. How am I doing? Shortcuts, could be the market against the shortcuts. Generally when we haven’t infused this with character and experience, who we’ve attracted when we got it wrong years ago, and I meant to tell you this earlier, is over AD, over-analytical, overcritical, sceptical, disbelief it could ever work, felt they had to graduate before they can charge for it, and then when they charged for it it had to be a very small rate because “Who am I to earn anything?”. How do you think they’d go with this content? They would find this probably offensive. They’d literally be saying things like “I don’t give my e-mail details to anyone”. “You can create a Hotmail account dude, do you know what I mean, there’s a safe place for that”. “No, I still don’t think that’s right. If I’m going to give the details, it has to be the right”, “Okay, we’re done”. Literally we have enrolled people like that when we got it wrong. And wow, we’re all good now, that’s very easy conversation. So does that give you an insight to what that reward needs to be? You guys have gone really quiet. What’s going on?

Yep, yep. Interesting. Processing. It’s interesting, yep. If you can just make a sound like you’re having an orgasm just so I know you’re there.

(Laughing and talking over each other) So you’re a little bit quiet. What are you thinking, what’s going on for you, just so I can get a sense of where you’re at, so I know what to help you with for the next steps, because you guys tomorrow are

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going to design a lead magnet. You might as well, we’re here, we’re hanging out, you’re with me, I’m pretty good at it. I’m okay, I’ve heard. I’m pretty good, it’s all good. Yeah.

Alright, just to sort of clarify to make sure I am with you and not in the wrong place. So you’re talking about these lead magnets, these things that you opt in for, the free e-books you get, the text to this, links to this----Tote that man, you’re getting it.

-----that kind of stuff, yeah? That’s it.

Now, can I ask you a question as a sort of, I don’t want to (00:24:40). when you talk about content and things you can offer, is it inappropriate to offer or to provide links to other core stuff that may not be yours? As an opt in?

Not as an opt in, but as a content. Of course you can, yeah.

So “An amazing TED talk”, you can put that in? Yes, yeah.

Because that’s not even about competition to you, is it, it’s----And they’re not going to get your opt in that you were trying to get.

They never will. Everything’s about getting the opt in? Does everyone understand, the Holy Grail is building an amazing responsive list, that’s the game. What else? Tell me where else you’re at with this so I know where you’re at.

Yeah, so it’s important that we see how the awareness is needed, which infuses the

alignment, and at the end of the day, once we’re clear on the avatar, the character, the product, now we’re in a position to ask for the lead. Which is maybe a little different to how a lot of people approach marketing. Most people just hope to get a client, don’t they, and skip all this. So what are some of the things you could give people as a way of ethically bribing them for an opt in? It’s called a mafia offer because it’s too good to refuse. Yeah.

I like what you’ve got with the (00:26:00), because you get more information from them as well. So a brochure? Yeah. So this is very useful for more, when we’ve got a program. So yeah, this is what you would see.

So you can call them and get their address to send them something. Wonderful.

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And get more information from them. Yeah, so the affinity to share with you the hardest content details to get, is someone’s address. There is a scale. The scale goes e-mail only, name and e-mail, name, e-mail and phone, name, e-mail, address, name, e-mail, phone, address. The gold standard is all four. That’s what we have in this program. Why? It’s the hardest option to get. I know you’ll know, because this is where you come in with your training, isn’t it?

Well, you’ve got to be able to contact the lead and leverage it. Because it’s such a high price.

And it’s such a high price. Yeah. So we’re not selling a $29 a week. So your success, the only requirement is guess what?

E-mail. E-mail. E-mail.

No conversation required at that price point.

But for this, this is real money.

Needs a

consultation to close. We occasionally about once a year get someone who closes themselves online without a conversation, and we’re stunned. So we had somebody enrol last night in Advanced Prac with no conversation with anyone. $8,000 investment, online. Fantastic. It’s just not, at that price point, the way it happens. At what price point do you think it kicks in that you need to get a phone number for a conversation or close? It’s about $2k and above. Important information. Unless your name is Frank Kern. He closes up to $10k on line with no conversation. He’s like that’s the gold standard on the planet. Don’t even try and crack that code. Seriously, if you crack that code, you’re here, you’re standing here delivering. It’s the standard. But most people sit around $1,000 tops currently for online sales without conversation. The $1,000 is the sweet spot, just so you know. It used to be $2,000. It’s not, it’s now $1,000. A lot more people are getting comfortable with buying online. A lot more people are. But $1,000, the volume, compared to $2,000, just goes up. So I know one guy, I won’t name him because it’s private information, but I know he does $1,000 program, and he sells 500 programs a month. Half a million dollars a month, purely online, doing what I’m teaching you. Pretty good? Okay, you guys have gone really quiet. Are we done?

Half a million’s just----It’s amazing?

In shock. Stunned. Stunned?

Yep. Do you still get people call in to ask for information if they don’t want to use-----

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Yeah. It’s obvious that I want to give. We’ve had maybe two people in the history of the school, we’re up to about 50,000 leads, who said “I don’t want to give my information”, in which case we don’t discuss the program, and we refer them to a competitor that we want to help.

(00:29:13) oh, I loved it, I loved that you actually had this thing, like it made the decision so quick and easy, I’m like “Cool, a thing, done, cool, yeah, I’ll do it”. Yeah, yeah, good, we like that. But yes, we definitely get people who phone in, but we very, very, very infrequently get anybody say “I don’t want to give details”. You generally in most markets will never experience resistance to being helped. They’ve got a problem, they want it solved, you’re a character that’s a match for who they want to be, y6ou have a product that seems aligned to where they want to head, you created a wonderful back story. By the time they speak with you, if you’ve done some great content marketing, they’re actually pretty cool to have a, weren’t you guys cool to talk with, when we spoke with you?

Absolutely. Yeah. Yeah. Only some of you? Were you cool to talk with?

All: Yes. Yeah, turn to your partner and say “I was super cool, what the f***?”.

All: I was super cool, what the f***? Okay, I am just going to open up for a couple of minutes to questions, because you guys are kind of in uncertain land now, aren’t you, this is like way out there on the marketing limb. So how do you want to connect with this content with me? What do you want to know, what do you want to ask? Or do you want to just go away and do the exercises? Where are you at? I’m here for you, what have you got?

Just a minute ago you said some steps. It’s basically everything I’ve been teaching.

I thought that, but I just wanted to----It was, I summed up everything I’ve been teaching.

Now you need to earn the right for that

conversation. Because if you’ve been doing great content marketing, you’ve built what with your audience?

All: Rapport. Rapport and trust. So now you can ask for their lead. Yes.

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Sharon, would you help me get my head around lead magnets, because when you share the survivallife.com, the credit card with the----Do you believe that? Can you believe that story?

It was crazy. It’s crazy. I’m not going to tell them, but can you believe that? Yeah, okay, so I’ll tell you. That was fun though, wasn’t it, I enjoyed that. A group I’m running, the Mastermind Group, a company called Digital Marketer, have you guys heard of Digital Marketer? It’s really worth looking at their blogs and their infographics, some of the best work I’ve ever seen. The stuff they put out, we share it all on Pro-Coach, we’re always putting their links there, wonderful stuff, and very, very successful at what they do. They’re hundreds, just tens of millions of turnover doing what they do. But one of their measures is Survival Life. Has anyone heard of the survivalists in America? Oh no, you have to have, this is awesome. So there’s people in America who are worried that the American government’s going to turn on them, and they need to build survival camps underground, bunkers, and water and food and blankets and TV and stuff for the end of days. And there are millions of them. True story. And I can tell you how I know this. These guys were in that market, and they were already over $1 million a month in revenue, and they’ve only been going for a year, and they can’t get enough of their stuff. How to survive the apocalypse of the American government coming to get them. I know these people, I meet them when I do my Mastermind, and they start telling me how many guns they’ve got. This is a real thing. And we’re Australians, I know (00:32:36), but generally, “How many guns?”, “I’ve got 12”. “Really? What happened after the first one?”, “Well, you never know who’s coming”, “Who’s coming?”. This is the conversation I’m having at lunchtime with them. And they say “The government, you need to know what Obama’s real agenda is”, “He has an agenda?”, and they told me his agenda. He’s out really to get their guns. So if they get more guns to stop him, getting the guns. This is a thing. And “You’re that country where they took all your guns?”, “No, we handed them in when we did a dumb f*** thing in Tasmania, and we did it happily”. “Well, that’s just f***ed up”. “Okay”. This is a thing. Who’s met the survivalists and had a chat and tried to talk? Every chauffeur you ever meet in America, ask him his opinion on guns and surviving. “Oh yeah, I’ve got a gun. I pack a couple. You’re allowed to in Texas”. “What?”. Anyway, survivallife.com. Their league magnet, are you ready? Hold on to someone next to you, you’re going to need to grip something solid. I’m not kidding, hold on. Are you ready? Are you ready? The lead magnet, the ethical bribe, the mafia offer looks like a credit card and is really a switchblade. And they got rid of millions. People order them by the 10. So it’s actually called a tripwire, which I’ll talk about tomorrow, so what you do is you opt in, and then you can buy them at like $3 each, and people said “No, I don’t want three, I want 30 man, I’ve got a lot of cousins”. And they’re handing out credit card knives to all their buddies. This is a real thing. How is that legal? It gets better. Amazon now has them as well. You get straight to Amazon you can now get your knife credit card. Is this good to know? Australia’s (00:35:03) thinking “Wow, that’s terrific, I can really see myself with a few of those around the coffee table”. “What?”.

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But they know their market. Oh, they know their market.

Best lead magnet or tripwire they’ve ever had.

It’s off the charts

successful, they can’t replace it. They’re now replacing one of the best quality hunting knives in the world. Serrated and everything man. Yeah.

And a lead magnet was how to build, claim your underground bunker. Yeah. So their ethical bribe was how to survive when Obama comes for your guns. This is too good. So maybe not all of our markets.

It’s not. It totally is. Separate our feelings about it, can’t you be blown away by it. I mean, it’s just really smart. So it’s worth checking out their websites tonight if you get an opportunity. So can I get you to check out a few sites. We need to wrap up, I’m aware of the time, I’m very mindful we’re a little over, so thank you for bearing with us. This has been worth the extra five minutes, right?

(Laughing and talking over each other) I love this stuff. This is a real thing.

Where do I get one? Exactly. Talk to him. Hours of fun. It’s a boy thing. Well, some boys.

(Laughing and talking over each other) Who’s impressed that a marketer thought of this? And it’s amazing. Thank you for that. So I’d like you to check out, guys, digitalmarketer.com and their blogs, and see the content, the quality of the content. Now, I’ll give you a little bit of a hint on what they do. Look it up if you want to. When you go to the blog, notice what they don’t do. If you go to DM, you don’t immediately opt in, like you do on our website. So we’re old school now. We’re rebuilding our website now, and I wanted to have it done for here, but we haven’t, it just takes so long to do what we want to do. Old school marketing is our style. You got to a website, you opt in, receive call stuff. Are you ready for the new style?

All: Yes. This is pretty exciting. You go to a content rich site. You don’t opt in, but a pixel’s picked up that you visited, and it follows you.

So wherever you go then in Facebook their ad will appear.

It’s call

retargeting. And it is tomorrow’s marketing (00:37:41).

So you’re not doing that, Sharon? Not yet.

Aren’t you doing that with the-----?

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Maybe I do a little retargeting, yep. But we have the opt in on the site. Whereas DM does not have the opt in on the site, they’re just content rich. I really want you to look at them, because they’re doing so well. So you find them through Facebook, you click on the ad, all you get is masses of content, so they’ve spent money. Then what they do is they follow you wherever you go for as long as they want. Facebook will let you follow you forever, and we just, it’s called (00:38:11) stalker marketing. And we just appear until you click on it again. Remember that stage we were advertising on YouTube and you guys said “You guys are appearing everywhere”? Do you remember that? That was when we were experimenting, it works great. And then you click on the ad and now you get to opt in. But it’s a way of, the content marketing, yes, their website, or their blog content, gets more great content, so you’re getting familiar with them, building rapport, trust and desire, you leave, you haven’t done anything with them, the ad keeps reappearing, “Oh, those guys are appearing everywhere now, they must be really good”. Click on, opt in, very, very good way of doing it. And they’re killing it doing it that way. Now, what they do is they are advertising cost neutral, because they have a tripwire. So you opt in, then you get an offer of something cheap to buy, which means all their advertising is cost neutral, it’s just a $7 thing, and they do enough of those sales that the advertising doesn’t cost them anything. But guys, remember they’re spending a couple of hundred k a month on marketing. We don’t need to do that. But I just wanted you to know, that is like the gold standard of marketing today, which is retargeting. Is this pretty cool?

All: Yes. You thought you were getting stalked with advertising. Try retargeting. Do you like the name? Stalker marketing. We can follow you everywhere, forever.

But it’s a sign. It’s a sign. We get that every day. We get people phoning every day, “I visited your website, I didn’t do anything, and then your ad just kept appearing, I just kept seeing your face, and finally it was just the universe was telling me something”. It was telling you I was very good at marketing. Interesting, isn’t it? How have we done today?

All: Awesome. Big day. Big day. Who’s hanging on to their hats at this point? A show of hands. Is anyone wearing a hat today? How’s your hat?

Yeah, it’s good. It’s good, doing the job?

Yeah, it’s done it. Good to hear. That’s time. I don’t really have time to open it up to key learnings, I trust you’ll take care of that and do what you need to do. We’re starting at 10 tomorrow, because we want to finish a little early so you guys can catch some flights. Tonight, go home, check out Digital Marketer, Survival Life, and can everyone just find one other place that does everything we’ve been talking about in a really

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cool way? Go do some research and find some stuff, figure it out, what do you reckon, and bring your stories back here and we’ll check a couple out in the morning up here. What do you think? Good day?

All: Yes. Okay. So I have a question to ask you. Do I even have to ask?

All: No. Huge round of applause. You’re all great. You and me baby, you and me. Great day everybody. I loved today. Thank you so much. END OF TRANSCRIPT (00:41:17)

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DAY 3 – SECTION 1 Good morning everybody.

Good morning! How are you all doing?

Good. A lot of you are looking super sharp.

[Cheering] Well done, I mean gosh! Wow, well done, look at you.

[Indistinct talking] [Grace?], you look amazing. How’s everyone feeling this morning?

[Indistinct talking] Let me give this a go. So did you have a big night motherf***ers?

[All laughing] Yeah, it just doesn’t play, does it?

Not at all. No, I went home to my husband and my risotto and my dogs, and had a lovely chat, hugging my pillow and went to bed early, motherf***ers.

[All laughing] No, it’s not working. No, I’ll stop now. Much to everybody’s relief. How did you go last night with the fun? Yeah? So let’s get the conversation going, who’d like to get it started? What did you discover? What made you go wow! Yeah?

[Indistinct talking] website----Good.

-----I noticed when I left their website----You got stalked?

-----I got stalked. And I saw the thing down the bottom from [Optimob?]. So, I went and checked it out, and [indistinct talking] they have tracking-----

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Yes, yes they do.

These guys are cunning. Yes. Stalker marketing, big fan. Who got stalked by DM, show of hands? You all would have. The pixel would have just trailed you around Facebook.

Fantastic.

Don’t click on it though unless you’re

planning on opting in, because obviously it’s costing them money, and, you know, they’re cool guys, so let’s be cool. Even if they weren’t cool guys, we’ll be cool. Thank you. So what else did you discover? Let’s get the conversation going. Yeah?

I love that there was just a free button, like it was just, it popped up a window, enter an email and the button just said, “Get free stuff,” and it just cracked me up. Is that what they said?

The button said, yeah, free stuff. Now, when you get into them, you’ll notice they are testing and measuring every offer all the time. And they actually have some really good blogs, if you get into it, on what they’re testing. And the results of it. So they’re actually very, very, valuable content. So, yes, well noticed. Yeah?

That’s what I noticed about the site altogether, as soon as you get in there, just the amount of content that’s on their page as soon as it comes up. For free.

Yeah, for free [indistinct talking]. It’s phenomenal. So, I’ll tell you a little bit about their next steps as well, but that’s – I’m loving that you saw that. Yes?

I liked the way that you opt-in with them, and then you instantly get the video. And then as you’re watching the video, down below, on their website, all this stuff, kind of like drops more information, drops in, about their memberships. And then you instantly get the ability to upgrade there and then. Yes.

So, although you’re getting the free stuff, you’re also getting that [indistinct talking]. So, did you see the $1 offer for DM, to be a member?

Yep. Who saw that, show of hands? Oh not – only one of you? Two of you. Bad DM! Bad DM! Bad! So you didn’t see?

No, the $39 a month. Yeah, that’s what I saw.

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Yeah, I saw that. You saw – they’re doing a $39 a month. It wasn’t click and start for $1?

No. You get access to their toolbox for a month for free, and then if you want be a member you [overtalking]. Oh, so they’ve actually free access for a month? They’ve even got rid of the dollar. No dollar for you. No dollar. Dollar not for you.

[All laughing] [Indistinct talking] What’s that?

Would the dollar be their true [overtalking]? No, no, no, no, that’s going.

Okay. You’ll see. [Laughs] What else did you discover?

I went onto an interesting website called [Copyblogger]. Good.

Which sort of had that – well very similar to what we talked about yesterday, it had that [overtalking]. They’re worth following.

Yeah, and have an interesting, I just can’t believe that everything I read now, I’m like, character, character, character. Good, good.

[Indistinct] and it’s actually really, really interesting to see how different people word it, how they make it look, how they make it feel. What order they do it in, as well, which I found really interesting. Good.

When I clicked through and----I’m glad you’re studying that.

Yeah, well it made me think----That’s how I look at it, I don’t look at the content as much now. Now I look at the context, the process, the system structure.

Yeah, it made me think, “Well I wonder why they did it in that order.”

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Yes.

And why they decided to do it in that order. So it----They’ll be testing and measuring. Trying different ways constantly.

Yeah. When you get into this, you’ll start doing split tests. You’ll do it one way for a while, then you’ll try a different way and yeah. That’s all to come. Yeah?

Something that doesn’t work well, is Amazon, they keep showing me stuff that I’ve already bought. Don’t show me the books I’ve already purchased, show [overtalking]. They don’t do that to me. They say, “These are the books you should have.” Every day.

I’m getting the stuff that I’ve already bought. And then on the group thing, I just buy books online, that’s all I’ve got, but I ask my partner, “Where does all your money go?” Once we’re splitting up that credit card, and she said, Runningbear.com.au, one of the last Australian clothing manufacturers. Handwritten note, beautifully – it’s like sending clothes in a TCI box, basically. Gosh. Yeah.

With a crisp, nice card. And, when you go on their site, click on something and it says, we’ll give you $10 off for your first purchase----Yeah.

-----email address, and it’s, match this with this at checkout. You’re learning. You guys are looking at the world differently. I love it. Thank you for that, cheers, terrific. What else, yeah? I’d looked up a lady called [Selena Sue?]. Yes?

Who I’ve got here that [indistinct]. And she’s got a blog, she’s got everything on her website, like [indistinct talking]. Everywhere you go on her website, a pop up comes up, saying that 12 cents, instant access to blah, blah, blah. And she’s got two boxes, she’s got a ‘Click here’ when you’re ready to build your business seriously, you know, at the----Good language. Good [indistinct].

And then there’s another book saying, ‘Or click here if you’re not ready to commit to yourself and take [overtalking]. Oh!

[Indistinct talking]

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So, I’ll give you what that is, that model is the – this is from Frank Kearns, this is what Frank Kearns says, “You’ll get this if you’re awesome and you’re really ready for the next level. But if you’re a terrorist who kills puppies, you’d never do it.”

[All laughing] [Laughs] Biggest [popped in] rates ever.

[All laughing] That’s really bad.

[Indistinct] though. You think? Yeah. It does a little bit. Thank you. What else? Who checked out Marie Forleo? Good. Who got through a whole video?

[Indistinct talking] Well done.

[Indistinct talking] I lasted 80% this morning, to be prepared for this conversation. How did you go, what was your thoughts? What did you notice?

Okay. I actually thought what she had to say was, like, I like [indistinct] that she was studying, I only watched one. Which one?

I watched her one, it was actually and Q&A, where somebody had written in to say that they want to start this blog, but they’re saying to them self, “Who am I to be [overtalking] Yeah. All the video are about personal belief. And intuition and trusting yourself. So she’s preparing everybody to believe in themselves enough, conditioning them to be able to spend money on themselves.

Yeah, yeah. Which is a big part of why people purchase. We don’t purchase when we’re feeling down about ourselves, and crappy about ourselves, and lacking belief. So we actually do need to feel a little bit of certainty to pull out a credit card. Would you agree?

Yep. I mean, there are days I’ve gone shopping for clothes, and I’ve felt so dowdy about myself, I don’t – you know, you just walk around going, “No, I can’t have that.”

Yes, that’s-----

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[All laughing] Then other days it’s like, “Yes! Yes! Yes! How am I feeling? It’s like [indistinct] three. “Are they the only colours you have?”

[All laughing] [Indistinct talking]. So she’s preparing you for, “You can do this.”

I’m not sure that for me, I found, but I would probably rather read something she read. A lot of Australians say that. She is spot on for her market.

Yeah, I was going to say----So, who’s her avatar?

Oh, American. American. I’d say American, interestingly.

Yeah. It’s the big hair.

Yes. It’s the hair. We’re Australians, we have trouble with-----

Big layers. We don’t, we’re like – think about it, we’re more into little, less, more understated.

Yes. Yeah? So her avatar is male or female?

Female. Female.

And even find her – she lifts a lot on----Sing song. Very sing song, child, you know, high voice.

She sounds like a teenager to me. So Australians again, we have a challenge with high voices, and, “Yes, and this is just lovely,” I can’t do it, my voice is gone. So imagine it higher by about [indistinct] octaves. And we have trouble with that.

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Because, you know, I ask this to [Chris?] all the time, tell me your thoughts on Marie Forleo, and it’s always the same. “She’s a bit too teenagy for me.”

Yep. And then, when I go to America, in America and I ask them what do you think? Oh, she’s terrific, she’s doing this, she’s doing that, and it’s just a very different response. So, she’s definitely not trying to appeal to everybody. She’s wanting to appeal to her market, and for her market it’s $40 million launch every year. So, she’s doing it, so who do you think does appeal? Who’s like, yeah, I want some of that! She gets me. Who is that, come on guys?

Probably [30 plus?]. A friend of mine’s just purchased it, and so she’s like an entrepreneur and she’s kind of a little bit of a spiritual person, and [Indistinct talking]. Perfect. And it’s more about knowing yourself in the journey, and feeling connected. It’s not really about the money, because I just really want to feel it, you know, and I want to be with people who are authentic, how am I doing, am I describing her? Yeah, that’s the market. And they’re quite naïve. It is not a criticism, we all start out naïve, in any area. Until we become more mature in our thinking. Is that a reasonable comment?

Yeah. Yep. So, it’s in no way a criticism, but the more a naïve market, it’s they’re, they’re more – the mum at home thinking, “It’d be lovely if I could have a business. If it works it’d be great. But you know, it’s more about me just discovering and learning how it all works. Oh no, I don’t want to sell.” “Sell? No, no, it’s more about using the laws of attraction, that’s what I’m into.” They’re into the secret. It’s that kind of thinking. And so, she’s created a bubble, her teacher has a bubble, and she’s created a bubble for that thinking.

Yep. Do you get it?

Yeah. Yeah. Who’s ever seen her content?

I have. And what’s your comment on her content?

It’s actually quite robust, her avatar, the way she was [indistinct talking].

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Yes. I actually find it quite basic. I find it like Brendon Burchard, so I find it very basic. Very entry level stuff.

It’s interesting when you say it’s very basic, I’ve watched a video and my nine year old daughter was in the room when I was watching, it was about crap TV. And Jasmine actually really – it resonated with Jasmine, and she’s nine. And that kind of----[All laughing] Well, no, I’m not saying that [overtalking]. No, a lot of Australians say that, “My kids really love her.”

[Overtalking] way, I think she delivered – and it was a really punchy way of delivering----Country, wow. Lovely set. I think Marie Forleo to me is, country wow.

Yeah. Yeah, I like that. The message got across really well, it was about crap TV, or crap radio, when your brain tunes into that----Fantastic. -----frequency. [Indistinct talking] Really worth checking her out guys, in terms of, really effective marketing.

Yep. Very, very effective. Who else did you check out, I’m interested? Thank you for your comments, yeah?

I’ve been following a guy called, Ramit Sethi. Who?

Ramit Sethi. Okay.

He wrote, “I will teach to you to be rich,” and basically he’s more attracting the [main?] market, and for some reason I got attracted to that. And, so, I’ve been purchasing his product since he started, like back in 2012. And, so, what I’ve done back then, I’ve signed up with one email address as someone who was purchasing. And with another email address as someone who was----Smart. -----resisting the purchase.

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So you got the two different email sequences?

Yes. That’s what I do. I have one email for – I have three emails. One email for purchase, of one thing. One email where I purchase everything, and one email where I purchase nothing. And I get all three autoresponders, and then I reverse engineer what they’ve done and that’s what we do.

Yes. So, that’s what I was trying to get, actually now, it’s coming together [overtalking]. Well done.

[Overtalking] and, yes. Are you guys going to do that?

Yeah. Yes. Like, it’s not a big commitment. If you’re obsessed like I am, about this industry, or doing well, and obsessed about your market, my recommendation is do what you just described. You know, if it’s just a $39 purchase, don’t even think about it, for goodness sake, because you’ve got get in the game. I’ve actually purchased up to $2,000 product, and then done the – well they’re called OTOs, one time offers, they bump you up, and up, and up, up to five times. And then if you at any time say no, you start getting dropped down. So there’s up to nine or ten offers. And I’ve gone all the way through, all the way up, all the way down. And out. And other times just bought the one first thing. And other times bought nothing. And then I have a folder for that marketer, for every email.

Right. That they send. Then, at the end of the month, I print them all out. This was the sequence for – this was the email sequence for every purchase, one purchase, no purchase. Print them all out. I then do make the effort to edit them, so I get rid of all the HTML code, whatever. So, I’m just left with the script. Then I reverse engineer it based on Cialdini, Spiral Dynamics, [Charactone?] [Hear a Story], and everything else we’re exposing you to. And then I start having a go at writing like that. And then I’m ready to send an email.

[Indistinct talking] Well, I don’t just sit there and bang out an email. Wouldn’t that be fabulous?

Yep. Yeah. But, I do now. But, you know, for the first five years, this is what I did, endlessly. With digital marketing, years ago, when they first started getting quite good, and before I was part of one of their mastermind groups, I followed a launch they did. It was a $4 million launch. And they did the same thing for all three levels. And I captured every email they did. There was 27 emails in all for the

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sequence. And they just reverse engineered everything they did. It was a $4 million launch, what do you guys want to study?

Yeah. Study the stuff that’s doing major dollars. Now interestingly that market’s not my market at all. But I studied it for the technicalities and the logistics.

Yep. And length of email, things like that. But, I can’t use that stuff for this market. Because digital market, if you’ve looked at their stuff, it’s a bit harder. More factual.

Yep. No fluff. Whereas our market does need a little bit of sizzle before the steak. They’re just all steak. Would you agree, like their emails are quite harder. Whereas our emails need a little bit of warming up and a little bit of warmth. So, that’s another way to look at it, you know, just because they’ve done a $4 million launch, doesn’t mean to say, you do that, it’s a bit like trying to be Frank Kearn, or these other guys I spoke about, in any market, thinking it’s all transferable. And it’s actually not. You can’t look at Marie and think, “Oh yes, so that’s the way to be.” Because she’s done a $40 million launch. I’ll just be like that. That actually doesn’t work. How am I doing here guys?

Yeah. Now who studied Tony Robbins, from a marketing perspective? Yeah? What have you guys learnt from studying Tony?

I felt he comes at me from different angles, so one minute it’ll be about business, the next minute it’ll be about coming to one of his seminars [overtalking]. UPW?

Yes. Date with destiny? Yes, sometimes it’s through someone – one of his associates that I bought the ticket from and I’m going to [indistinct], so, it’s just constant. It is, yeah. So he – we’re going to get into ascension, and memberships today. Who is he as a character quite clearly?

[Indistinct talking] Who is he?

[Indistinct talking] Expert leader – say it, who is he as a character?

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Expert leader. Expert leader. He occasionally tries to do home town boy done good. He’s never done reluctant hero. Ever. Just doesn’t go near it. And he doesn’t tend to do us versus them. He did a few years ago, but he doesn’t now. And, the hero’s journey is what?

Redemption. It is redemption, but he doesn’t have a hero’s journey so much, he talks about his clients and their journeys. So we get to know him through endless case studies. It’s very effective. He does talk about one, when he’s flying into one of his seminars, and he goes past this building where he was a janitor. Yeah.

[Indistinct talking] Yeah, when he flew in his – that is the opening to ‘Awaken the giant within’. But generally, when you’re watching his stuff, it’s not his story. I’ll just keep saying that. He did it in one book. Now, it’s all about the client’s stories and the case studies, and let’s meet Lisa, and let’s meet so and so. And then that – what’s her name?

Chloe Mendel, doing the voiceover, representing him as well.

So she’s also

positioned as a character as, so anybody who tells me they’ve got a strong accent so they can’t do well, you should listen to her.

Yeah. Clubbing. Like, seriously her accent’s so strong and she’s doing great, so. What else can you learn from studying Tony? Because he’s actually worth studying, for a lot of you in this room, yeah?

He sees every – like, every walk, everything he does is seeded and positioned to get you to come to an event, to do something----Yes.

Everything is like [indistinct talking] that the stories will give a message, but they’re also positioning you to go, “Oh I want to do that [indistinct], I want to do that.” Yes. Yeah, he didn’t so much with his older books. He does it a lot – he didn’t really do it with ‘Awaken the Giant within’, but he does do it now. There’s a lot more seeds now. I don’t think he seeds that much. It’s interesting you say he seeds a lot. Compared to others I’m studying, guess who he hired a few years ago, to get better at marketing?

Frank Kearn? Frank Kearn and Jeff Walker.

[Indistinct talking] yeah, I saw that.

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So, that’s not – that’s not anything to do with that, that’s how they go to know him. They got to know each other through teaching launches, that’s my point. So, and he learnt launch strategy only about five or six years ago. So his strategy, his marketing strategy changed a few years ago, very much more launch based. So he’s now got a coaching club that you can join. And it teaches you how – it has videos of him doing his thing, that would be accurate, it’s pretty good. But that’s a launch. And he learnt that from what you guys are learning as well here, so, the launch formula’s super effective. He absolutely did it for the book ‘Money’. That was a full prelaunch. So, a bit of sizzle, it’s coming, get your pre-order, whatever. And then the launch and many, many interviews, where lots of stolen magic powers, from, as you said, Frank, from Oprah.

[Indistinct talking] Mario Forleo – sorry?

[Indistinct talking] Robin Sharma, yep. And so on. So he’s getting into as many of those markets, that he wouldn’t maybe access, on his own. And getting into all these markets. I think it’s just been such a great strategy to watch, it’s just been wonderful. And all the proceeds, all the profits are going to charity. He’s done amazing things. Do you guys know that Tony Robbins feeds like, 100 million people a year, through his programme. It’s incredible what he does. Who else have you studied? What else did you learn? It seems like you might have had a bit of a night off, what’s going on? Talk to you me!

I found mine at [indistinct] soft sales, called Bill Barron. Not sure if you’ve heard of him? No.

Very, very creepy guy. [All laughing] Good to know.

[Indistinct talking] Fantastic to know for me, because it’s my market, so [indistinct talking]. [All laughing] It was – I’m not sure if I was just not his market, but reading all his content is very much, yeah, my same market. All focused on women that are wanting to do soft sales, he calls it an enrolment process. We don’t do sales, we do enrolment. Everyone’s trying to avoid the word sales, absolutely, yeah.

And just the lighting on his videos was just wrong, he had long fingernails, creepy eyes – just, yeah, I had to turn it off, I couldn’t watch it anymore. Turn it off, turn it off, stop it, stop it, stop it!

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I’m doing research but it’s weird! [Laughs] Good to know. Scared you, I love it.

Great for my competition though. Yeah, if that’s what you’ve got in your market, rock on. What else, who else did you study? Yeah?

I just realised I’ve got an author that I really love and I’ve read all her books and her strategy is to release a chapter of her book every week, and you can read it online. And then, you know, 11 chapters, and then if you buy the whole book, you get chapter 12. And to get all these online was just incredible, so much value. And such, (20:50) I definitely want to buy, so, I’m totally in because of the way she communicates, the way she----I love that you’re knowing why it works. You guys are looking at the world differently, it’s fantastic. Good. Thank you. Yes?

[Indistinct talking] supplies and I know that there’s so many people and so many diet fads, and stuff like that out there. But there’s one that I’ve been following, I’m very passionate about, and I just want to break that down, Kayla Itsines----In South Australia?

Yeah, she’s doing really good marketing. I love what she’s doing. I’ve been

studying it as well.

Exactly. She started off with an Instagram post and Instagram’s the place to be for young girls. And it’s inspiring because all you do is look at photos of girls transforming their bodies. Yeah. The before and after shots are just amazing.

The before and after – and the way, I mean she doesn’t----And it’s a simple system.

Very (21:43) and she’s so successful in such a short time frame. And she comes across as an (21:49) character. She’s all for. Well done, she is. She’s worth studying. K A Y L A. Yeah. And then from that, someone who’s doing, my daughter put me onto that as well, and that’s

(22:03) fit healthy recipes [overtalking]. Yeah, the recipes, I got the vegetarian recipes, they’re terrific. I had to buy it because I had to do the one time offer and then reverse engineer what happens. It’s fantastic, really worth looking at. Nice that you’ve spotted her, an Australian, doing this stuff really well. Yep?

Is it Kayla like Madonna, like she just has the one name? No, she has a surname but I’m already bored.

[All laughing]

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Whatever, yeah. Oh, incomplete.

[All laughing] My work here is done.

One of our members, ‘Extraordinary Beings by Vanessa Talbot. And was, it was [overtalking] Did you see she just got her first two paying clients?

Yes. Well done. Did you see that?

[Cheering and clapping] Good for her. Oh it’s the other one sorry, cancel the applause. No, it’s alright.

It was interesting how I read the website, because I could see the opt-in here, for a weekly newsletter, on every page, but then I moved over to Bulk Prompters Mind Movies, and the opt-in was at the end. And I was able to concentrate on the page, because I didn’t see the opt-in. It was amazing how I was reading the website and reading the content differently, to where the opt-in was. You wouldn’t assume that’s the best way, you would test and measure. You need to test and measure where opt-ins go. We’ve tested and measured all different locations, and, don’t make an assumption because that appeals to you, that that’s what the market appeals to. You can do heat tracking, you can actually track people’s eye movements across a website. And see where they go first – I know, it’s very stalkerish. We know each other well, we can have this conversation. And they can follow where your eyes go, and you’ll learn what’s actually preferred. And it’s definitely worth doing, when you get a bit more mature about how to approach websites and blogs and stuff. Unless you see, is it the headline, is it the logo, is it the header, is it the opt-in? Where do their eyes track? And sometimes you’re very disappointed. Because they’re just, they just go around space, where there’s nothing to do. You want them to take action, don’t you, when they visit your website, and sometimes the heat tracking reveals, you’re never going to achieve that. Move the opt-in. We’ve actually tested the opt-in following you down, as you read. That actually works pretty well. We’ve actually tested using the little box, ‘Do you want to talk to someone now?’ You know, the real life chat?

Yeah. Our market hates it. You get really offended. They actually say, “Are you stalking me? How do you know who I am?” Like, we’re just trying to be helpful. All good. So that went badly. We’re going to give it another go and maybe make the box look a little less intimidating. I’m actually having a serious conversation with you right now. Make this look a little more friendly. There’s someone available online if you wish to. If you let them know you’re here. So it’s not like we know they’re there. Because of course we know who’s there.

We can track them forever.

But, so we do discussion boxes

occasionally and test that as well. So, the key is, don’t make assumptions because you like that, or that

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wouldn’t work for you, that that’s how the market is. It actually has to be tested and measured. Which is incredibly easy way for me to get off the hook, because they get a lot of questions, “Would this work, would this work?” And my answer is, “Test and measure.” You will find out only through the discovery process. There is no cut and dried. One of my marketing mentors put up two headlines and said, “Which one outperforms the other, have a guess.” And it came out 50/50, and he said, “The only right answer is, test it, and you tell me.” You actually can’t know what works. When you’re writing headlines, write 20 headlines before you pick one. But then have number two ready to go in six weeks’ time or eight weeks’ time, and start – and you just keep rolling out one change after another. You thought red would work, then try blue. Then you thought green would work and so on. But you know, DM’s got a lot of information on this. But never think, “Oh that would never work for me, I’d never buy,” that that’s how the market feels. Is everyone cool with that?

Yep. Great. What else can you share? Who did their adventure, like the templates last night? Oh. No one did their homework?

Yeah the lead magnet? Well there was three sections they gave you last night, from alignment. I gave you like, 30 pages. Nice, you had a read, well done. Happy with the spelling?

[All laughing] I didn’t find any errors, so. Thank you. High praise indeed. Oh not on this one. No, this was done on a Sunday. So, nobody had a go at it? You read it? Well, you guys know what you need to be doing next. I just will point out, isn’t it interesting how everyone did day one, and then less people did day two.

[Indistinct talking] Well if I gave it to you to do – yeah, yeah. You did it? Yeah. So guys I’m going – don’t go all quiet on me and don’t look at it now. If you didn’t do it, give up. It’s done. That ship has sailed. I am the person in these kinds of rooms, that, guess what I do?

You do it all. All of it! I’m the one percenter that at the end, has done all of that, figured out the strategy for doing it, had a go at replicating it, and found a way to teach it. There is a reason why I am getting the results that I’m getting. And, it’s not about misunderstood, or didn’t get – own your s*** guys. I gave you – I said I’m giving you step by step instructions how to do this, do I really need to say, “Go and do it.” Really, are we at that point? Yes? No? That I had to spell out what you’ve got to do? You’ve got to own it. Yes, it’s late, yes, we’re really busy. I did all this on the weekend, whilst I was visiting my dad, blah, blah, blah. We find ways for doing the things we need to do. Lecture done?

Yes. Yep. Are we still cool? Love me long time?

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Yes. [Laughs] Okay, so let’s get into the day. Is there anything else you guys want to share from your home play? I’m actually not that impressed with the level of feedback on what you guys did. I would have thought there’d been a lot more learnings about lead magnets and ethical bribes, and yeah, what did you discover?

Well, for me personally, the way we’re constantly, maybe it’s something I’ve been looking at a lot recently, because I’ve got some, some work, some don’t. But, one thing is, fast consumables seem to work a lot better, I find these days, than big books and also like a cheat sheet, something----Template.

Yes. Tick the box.

That’s right. And looking at even, just – looking at the market as the skills of being like evils, versus the better ones that are actually doing something cool, something that makes us want to grab it and consume it fast. And the difference it makes to the experience, because when you pursue it fast and get value, you actually stay in that bundle. When you get something, read the first two pages, you’re not interested in their bundle anymore. Does that make sense? Yeah, you can’t give too much information. And it’s got worse over the years. When we began we used to be able to give away entire masses of things and people loved it. You can’t give away a newsletter anymore. Don’t bother. Just don’t do any of that. Nobody’s opting in for that. Or eBooks, it’s got to be, as you say, fast consumable or a quiz, or hang on, or a diagnostic, or a quick video. And the video’s got to have punchy lines appearing on it. Then it’s got to be – the next thing you get is as a result of doing that. It’s all about gratification. Everything’s about, “How do I get rewarded for doing the thing.” This is the way books are now getting written, non-fiction books in our space. In any marketing space, the books are getting written, you can read a whole chapter in one tram trip, or one train trip. Or in one quick journey. If you can’t finish the chapter really fast, you don’t keep going with the book. We’re getting – our attention span – think goldfish. So, you know, years ago when I began, we used to send out massive information and it was all consumed. People would read entire eBooks of 70 pages. We would never do that these days. If it can’t be summarised, in a cheat sheet, checklist, fast consumable, instant gratification, it’s not going to stick.

That’s why the shorter videos do so well [indistinct talking]. Yes. Yes, we said that yesterday. It’s incredible. But, you know what? Knowing that, doesn’t mean to say that’s how it I am. Because I know that’s what the market wants, and I’m never going to be the market. I’m going to be the market leader. So, I actually go for the stuff I know nobody else is studying. I go for the hour videos. And the four hour programmes, or the 100 hours of content, because, you know, I gave you guys 20 hours of DVDs yesterday, I’m the person who watches the 20 hours of DVDs, has notes in order, filed on the shelf. And I refer to it, because I know everybody else is happy to have a box. I know why I make the money I make. I know why I have the school I have.

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Because I’m the guy – I’m the chick that’s doing all of that. So, I know all that much more. Everyone else just knows maybe video one. Yeah. I know the 20 videos. Well of course, I do, I created the content. Do you guys dig this? Yes. I call it, ‘Not the extra mile club.’ When I have a private conversation, I call it the, ‘3pm moment.’ Because have you guys heard about the 3pm moment? Yep. So the 3pm moment is this. Dan Kennedy who’s awesome, ran (31:29) – I think it was Dan Kennedy who told this story, I could be wrongly attributed, and he said – and it was a full day on email marketing. And it got really detailed and tedious. And, you know, HTML code, and at 3pm, he looked around the room. Of the 100 people in the room, 30 were in the corridor, of the 70 that were left, a whole bunch of them were on their phones. People were gazing at the ceiling, looking around. He said, there was one person, by 3pm, still taking notes, engaging and asking questions. And he said, and that’s the person I want to do business with. Because everyone else is copping out when it stops being, fun and interesting and easy, yay. The hard slog, that’s where the money’s made. Wow. When it stops being, yay! And awesome! Because guys, you’re going home tomorrow and I’m not going to be there, getting you laughing and feeling great about it, it’s you and your computer. And s***, it’s 3pm, and this is not nearly as much fun as it was yesterday. What’s the difference? That’s why I say to you guys, if you need to come back to the school to get buzzed again, change your f***ing strategy. I don’t have anywhere I can go to, to get buzzed again. You know, some people come to me and say, “You guys, so good reconnecting and remembering and I feel so much better now I’m back with you. I was kind of losing the charge and now I’m back.” I’m like, that’s f***ed. [Phone rings] Wow. Sorry. That’s okay, you don’t need to apologise, you do understand we have a charity box, so whatever amount you feel is appropriate. Thank you. Yes, so, because I don’t have anybody I can plug into, and I wouldn’t need anybody, because I don’t need anybody external, getting me jazzed again about my obsession. How am I doing here? Yes. I call it the 3pm moment. Who’s still jazzed at 3pm when I’m teaching technicalities and it’s dry content, but it’s the difference that makes the difference content.

Because not all content’s fun and

entertaining and easy to digest. Some of it’s fricking hard and takes some thought. You know, I really do reverse engineer three different ways whoever I’m analysing. I wonder how many of us will actually do that. And I know we’ll have good intentions, “Oh, I’ll definitely do that.” But I wonder how many will

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actually do it. It’s the 3pm club. They’re the people who will do well, in their business. Anything that’s happening after 3pm when it’s tedious, and you know, the coffee’s wearing off, and you’re a bit – whatever, that’s when I turn up. So when I get into a room, after 3pm and I see everybody thinking, “Oh yeah, dah, dah, dah.” I’m like, “Yep, this is it. Whatever I’m about to get, nobody else is going to take in. I just got the edge.” That’s it, that’s my moment to shine. So I turn up, even more engaged when the content gets more complex, tougher to understand.

More ambiguous, more strategic,

because I know most people want simple, checklist tactics. I’m least interested in the tactics, because that what’s the majority have, do you remember slide number one? Yeah? 56%? I want to be in the 50% club, I want the 1% club. What do you guys think about that message?

[Indistinct talking] It is, yeah. So, read your manuals. Do the study.

[All laughing] Turn up when it’s not convenient. Do all the stuff that’s easy for most people to say, “Oh yeah, I’ll get to that later.”

Because then, you’ve separated yourself, and put yourself in that, every opportunity,

independently wealthy, and make this happen. What do you guys reckon?

Yep. So shall we get into the day?

Yeah. Let’s do it. So, today, it’s the last day.

No. No? That’s wrong. We’ve got another day haven’t we?

Yes. Yeah, we’re still here tomorrow aren’t we?

Yeah. Yeah? No? No? We’re not here tomorrow? So we have to wrap it up today, is that what you’re saying?

Yep. Well, you’ll stay? Okay.

We’re staying at your house! At my house, thank you. My husband will be so delighted.

[All laughing]

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So we’ve done, day one? Yes. What did we do? Awareness. Alignment. Attraction. Then [protraction]. Tell me what’s in awareness?

[Indistinct talking] [Laughs] So we looked at some crucial conversations. Or I called it there, valuable conversations, but I think I’ve branded it crucial conversations in your handouts. Now let me show – and then what we want to do today is, we want to cover those three. I’m going to get [Glam?] to come in and chat with you about how this ties together for us. So she’ll give you an overview of a strategy, I don’t know which one she’ll pick but she’s incredibly intelligent, smart young woman. She’s the chick who goes with me to my mastermind events. I need somebody who I can trust with the bonus content, and that’s the person. I think she’s like, 17 years old.

Yes. Thank you.

18. She’s 18. I went crazy there for a moment. Who’s met [Glam?]. [Alicia?]. She’s phenomenal isn’t she? So she’s going to come in. If we have an opportunity today, I want to show some different websites that I want you to be thinking about. And just analyse in terms in terms of the hero’s journey, the character, and what message and who they are appealing to. If we get an opportunity. I want to really get to ascensions and memberships. I know it’s getting probably pretty advanced to do that at the end of today, but I would love to talk with you about how all this plays together, and how we tie together incredibly well. It’s the American Express Card model. So, you start out with a green card and then you go to-----

The black [indistinct talking] gold. Is it gold? Then platinum. Then black, then black titanium. Yeah. And what happens, and why people ascend? Because there’s a lot of psychology around the ascension, as you guys know, most of you are in Procoach and, you’ve been through the ascension model. Some of you went straight to the top, anyone here start at prac? You did? You started at practitioner?

I did, yeah [indistinct talking] So advanced practitioner Procoach?

No I started at practitioner. Practitioner then? Procoach.

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[Overtalking] straight up. Oh my gosh. You did as well, prac to Procoach, okay, so maybe the ascension’s not really that relevant to some of you. What was yours?

Same, prac to [overtalking] Prac to Pro. We don’t have anybody anymore who does, one, two, three-----

[Indistinct talking] You did? In what timeframe, like a week? [Laughs]. Ish? So, I’d love to get into the psychology of that, what do you reckon?

Yeah. Yeah.

I went from advanced up to pro in the weekend, but I actually wanted to do pro from the start. Yeah.

I felt the need to spend time in the room, to ensure that I felt the value was there for me. Absolutely. We recommend that. Come along, you see Jo? Everyone gets the value. He’s never had a bad review. Yeah, that’s it. So for me, I needed to see that we weren’t going to sit around and hug each other and sing songs. I needed [overtalking]

[All laughing] Honestly, I needed to know [overtalking] Totally, it’s not a Kumbaya thing. Totally get it.

Yes, that it was beyond airy fairy and like there was content in there, because I’m a content person. So that, I needed to know, you know, what, this is smart stuff. This is going to stimulate me, and that, you know, it’s a [overtalking] thing. And I knew I needed that support for the business. So when I saw that, and when I looked at what was going to be offered, it was actually quite a, a very conscious – I didn’t feel influenced to do it, I felt [overtalking]. Well I don’t think there’s a lot of hype when we do our pitches, would you guys agree, we’re the most understated, pitch people in the industry. Like, we’ve got a cool thing, let me tell what’s in it. Have you seen Tony Robbin’s pitch?

Yeah. I’m doing [pig state?] Tony, you guys haven’t seen UPW? You’re all looking at me blankly.

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[All laughing] That makes sense to a whole bunch of people, I’m just going to say.

[Indistinct talking] [Laughs] So, Tony when he pitches, he spends four hours conditioning people, and having them stand on concrete – true story. To get you absolutely fatigued, and hypnotised, and at peak state before he makes his pitch. It’s four hours of conditioning people to the purchase.

Mind you, apparently his 67% high [indistinct] again and the [indistinct talking]. Yeah, absolutely. I’d love to have an opportunity to actually talk with you about that. If you’re in Procoach, we teach selling from stage, and, that’s all coming, but, just have a think about what style of pitch, because we’re now getting into, making money. We’re getting into – what’s the word?

Attraction. Sales. Are we still at the point where we have to be attracting people, can we just sell some stuff.

Yes. Are we okay, is everyone comfortable with that?

Yes. Turn to your partner and say, “I’m super comfortable.”

[Indistinct talking] And are you really, like, you’re not just saying that, just say yes. [Laughs] Thank you. I don’t know where I’m at with my T’s, I’ll just keep them coming, thank you. So, crucial conversations, when we get into this, we’ve got handouts coming as well. We’re looking at the bridge. I have slides and everything don’t I?

You do. I do. We’re getting the content going. So, we’re push marketing, which causes a lead. Which then – where do we go from once we’ve got the lead?

Opt-in. Back up to content? So there’s an exchange here that’s going on, we’re just bouncing. So we get the lead and there’s going to be more content. But we need – as a result of building that trust and desire here, find a way to engage them more intimately. Is everyone cool with that? Yes. And then, the way I’m teaching it in this training, but there are many ways to approach it, is the three basic ways, which is, a consult to convert, a webinar to convert, or a workshop to convert. They’re the three basic ways this works really, really well. So effective.

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[Indistinct talking] Well I think, more mastermind and then, like we do, we have masterminds and then cross selling and down selling around it. See, most people only – that’s a great question. Most people only have an ascension. What we have is ascensions but also complimentary halo products next to it. Yeah? So then it becomes, “Well how do we get you guys engaged, in not just the ascension,” which you’ve experienced, “But the cross sells, the down sells, and the halo products.” That to me is when it gets more advanced. Because what you’ve experienced, you’re learning, you do this, then you do that and you do that. What I want you guys to appreciate, it could be that, or it could be that then that. A sideways move. And there’s a lot of resistance, I’ve got to say, in the marketers that I work with, to doing cross selling and down selling. Whereas I’m a really big fan of halo sales. Think about it. How much trust do we have around our core product with you guys?

Pretty good, high trust?

Well,

somehow, that causes to be an assumption of high trust in related products. So to me, the expression is called, ‘Leaving money on the table,’ if you don’t offer your market, the halo products, then it has instant goodwill. You guys have gone really quiet, are you cool with this?

Yep. Yes, so, for example, our ascension is very obvious, well we’ll talk about this as one conversation, the attraction. It’s very simple, we want you to come at prac, and we want you advanced, or come in wherever and advance, we don’t really mind. But then, next to it we have Meta dynamics, one, two and three.

Yep. Yes? Give me stuff back so I know you’re following.

Yep. Then around that, we have ‘Ultimate Influence for People’ on special, as in sales. We have this now, ‘Breakthrough to Business Success’ is turning into a product. We have ‘Your Success’ and we have ‘Destructive Leadership’. Now, we pick up incredible goodwill from what we do well here, which means you extend your trust to us in all these other products.

Yes. That’s it?

You know you can go to this shop, and you’re going to get stuff that you believe in, that works, and that you’re going to be supporting. Yes.

You don’t have to shop around, you don’t need----That’s the goal, is to take away any need for you guys to go anywhere else for these answers.

Yes, absolutely.

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One stop shop. One stop shop. That’s absolutely the game, that we play. And I’ve got to say, I really have a challenge getting my clients to dig this. I have trouble just getting them to ascend one thing. They just sell one thing, I’m like, “Where’s the ascension?” Yeah?

I got a call yesterday morning from some bloke saying about, government funded, free online courses that you can do, and the amount of times I said, “When I’m studying right now pretty much, like covers all bases.” “Have you ever thought about doing this study for that?” And I’m like, “No, the study I’m doing right now, the school that I’m at.” Is doing exactly what you’re saying right now, yeah. Perfect. That’s perfect demonstration of what we’re saying.

Yeah. Thank you. I might talk about that call as well today.

Yep. There’s a lot going on in the industry. So, I’m going to pick up now, do you mind if we just have a chat about some of the strategy and then we’ll start getting some tactics. Yeah?

So, if I’ve got my core business, like you said, like my coaching for example, then, would one of those external ones be – can I use – you’re success for that [overtalking] Yeah, it could be, absolutely.

Instead of using that in the actual----Totally, that’s it. You’ve got your first – you have instant halos.

Okay. Cool. I like. Yeah. Yeah, exactly, now you’re thinking. So, we’ve built it, so you – because all of the products I named, you guys can be licensees with us, partners with us. So you can have instant halos.

Yeah. Very attractive to market. Because that means then that your clients aren’t going somewhere else. Or when they thing about getting those solutions, they only think of you.

Yeah. Because you made it easier for them.

That’s it. It’s delightful. Couple of things I want to talk about though, very early days for you but I want it on the recording and I just – I want it said, that there are tactics that actually backfire.

Yep.

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So, for example, you know I am a huge fan of Tony Robbins, don’t you? And we recommend his stuff, we can get discounts for you to go to his events. We don’t make any money from that but we are huge – is everyone cool that I think he is ace?

Yes. Double thumbs up, can I have that please?

Yes. Having said that, the pitch tactics they do at UPW is backfiring, it backfires. So what happens is, when you get people too hyped, and too emotional, they then can regret the decision easier.

Yep. Yeah? And Jo and I are about the most understated pitchmen in the history of pitches. Like it’s – one of my pitches is, “Don’t do this if you’re in any way excited.” Seriously I actually say that. Please, if you’re in any way thinking, you’re caught up with the moment, please don’t f*** around. Don’t be annoying, you’ll be a dick later, don’t buy it. It’s basically the (46:53) and puppies pitch. Because I insist on people making the decision they’re going to what?

[Indistinct talking] Stick to! I can’t stand those phone calls, you were not f***ing hyped. I got NLP’d, ah I don’t think so. I was standing here, you know, I’ve got the recording, do you know what I’ve mean – I’ve heard that, I got NLP’d [laughs]. Anyway, so, the idea – so what happens, Tony and a couple of other guys, they actually hype the audience so much that it’s a mob purchase.

Yeah. And it backfires, there’s a high quit rate. So the average quit rate in the industry is around 25-50%. Where purchase is made in a group setting. Ours is 1% quit. We’re the best [dick rate?] in the world. Of anybody in this industry, it’s why I’m in so much demand to do the mentoring I do. Because nobody – it is phenomenal. Because we make sure you’re an avatar – look at all the steps now. You’re an avatar match if you’re a prospect, you’re only going to like us a certain way, because we’re not toning it down. We’re the character for that avatar. We create an experience that’s totally a match for what you want, even though you didn’t even know it until you got the experience. True?

Yep. We have content that creates a vehicle for a hero’s journey at your own rate. How am I doing? You go from Jo, you go to me, and all the way along, we’re over delivering with generosity. Now, they’re all the pieces you need for a great stick rate. How simple is that. To me it just sounds like a really cool way to do business, personally. What do you guys reckon?

Yep. Absolutely.

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What does happen, is people think they can chalk up that, and they think it’s about volume. And I work with a lot of clients and I tell them, “Stop worrying about how many people are in your room. Don’t go for the big rooms.” You know, I work with a lot of event guys around the world, I have, and there’s some where you can get a thousand people. I would rather have 50 high quality raving fans, who go out raving and buying everything, and use it and succeed, then a thousand people with maybe a small percentage who actually do the stuff. What do you guys reckon?

Yes. Now, there are a couple of companies in the world who are doing bigger rooms. And, have a pretty good stick rate. They don’t have the stick rate we have. They just don’t. So, being good at the sale, is not the point. It’s being good at the stick. Everything is stick. It’s called stick rate. I don’t care how many sales you did. We’ve done million dollar days. Tell me who’s still there in a year’s time. Now you’re impressing me. Are you digging this message?

Yes. So, you know, as I’ve said, there’s a couple of operators who do way too much hype. The guy I just spoke to yesterday with the-----

Yep. -----fighting, you know, we had the wrestling match? Where’s Sue? She’s not here? Oh no, she had to do a thing this morning, but, you know we had – and who was the other person, I was wrestling with Jan? Well you were awesome. Go you. You’ve got moves sister. Well they – remember, I told you about that person doing that, well they had a quit rate that actually sent them bankrupt. That’s the reality. If you see that, because you’re going to be modelling a lot, and I hope, turning up to all these events and sitting down the front with notes to study how they’re doing it. Tell me you’re going to do that?

Yep. I want to see you at all of them. Studying how they do. But just because they’re doing it, don’t assume it’s working, if there’s any over hype. So, if there’s a lot of rah – very loud music, if it’s building like it’s a bit of a mob feeling, the quit rate generally, is mega. Take that as somebody who’s been behind the scenes pretty well at all of them. Yeah?

That actually goes to show, perfect that I went to another one, like, a free weekend. Okay, good. [Overtalking] a mob in Sydney that are running it in Melbourne.

Free offer, went, I chose here.

Because that was all about that hugging, kissing, dancing [overtalking] Oh, just your thing.

[Indistinct talking] yeah.

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Yeah. Well, there are a lot of – you’ll start studying this, and you’ll see people, operators who aim for the hugging, because it builds the mob feeling. So, close physical contact increases sales.

Yeah. The closer that you sit together, the more sales the operator will do. True story. Yeah?

I was just going to say, this is so, so, apparent in telemarketing – oh sorry, just door sales, you know, those mass marketing organisations. Because I did a bit of temping work when I moved here, at one of those organisations, at 7.30am you walk in sharp for a one hour meeting. The music is so loud, you’re actually feeling as if you’re in a club. It’s all hype, hype, hype. The whole point is to get you hyped. And then (52:08). Like, most people are back packers and coming in June for like three months’ work space and off they go. I reckon three months would be a long stay. Is an interesting conversation? Yep?

[Indistinct talking] I used to create [indistinct talking] the ones you spike, need to bring you back down to your [indistinct talking]. Love it, well said, that’s really well said. And what happens is, is people come out of hype. So, out of warp speed, into regular speed. They then can separate themselves, disassociate from the decision they made. I wasn’t myself.

Yeah, exactly. It makes perfect sense to me. So I actually don’t understand why there’s any need for hype. If anything, if you notice in my pitches, I speak slower, and I’m more considerate, and my – if you notice that, everything slows down and gets less.

Soothing, your tone [overtalking] My tone goes down. Because I want you guys to be in you, associated when you make the decision, so later, there’s no feeling of, what was I thinking? You were absolutely thinking. And that’s why we have such – the best stick rate in the world. (53:18).

Yep, I got hyped on [indistinct talking] Glenn Harrigan. Okay.

Not 24 hours later I was back home [indistinct talking]. Nope. Yep.

[Indistinct talking] I went to Ed Harrison and I walked out. I just couldn’t – it was so intense, but he also did it multiple ways, so there was a ticket under someone’s seat, there [overtalking] if you’re sitting next to a certain person, like, there was one person in the audience, he pointed out that person and went, “Right, the person next to you, you get a 20% discount.” So, there’s – it was just coming at you from so many different ways. And, after a while, I know, one thing which goes back to what you just said a minute a go, with the closeness, because it was a long skinny room. And they cordoned off the

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back six rows. So everyone had to sit at the front, and if there was a spare seat, they’d grab someone as they came and went, “You’re sitting there.” Absolutely.

So you were herded in, it was horrendous [indistinct talking]. So, I think there is buyer fatigue now, around the world, for those kinds of events. So, they’ve pretty well run their race.

Yep. It’s not a sustainable model anymore. I’m sorry, there was someone here? Yes, my apologies.

I was just thinking, the Paul Hogan sales, you know, come to Australia, to everybody was one of the most successful advertising pitches. And it was just so understated, so wonderful. Yes, so Australian.

Yay. Yeah, okay. So let’s move into some new content. So, where was I? Yeah, so, avoid the hype, but then it’s about being – people think, “Well, how do you pitch?” It’s not about that. You need to learn that. But you need to know all the steps I gave you in one and two, so you’re actually offering it to the right people.

Yep. So what you experienced was volume.

So, it was non-discretion advertising, so it’s Facebook

advertising where anyone will do. It was an offer that was maybe not completely related to the fact that there was going to be a sale. People then go for congruent, with what they’re experiencing and what you described is what has to happen. Because most marketers are only looking at step 3. How do I get them in the room to sell them something? But if you take care, of all of this beforehand, with as much care as you put into making money, you’ll keep the money.

Yep. You won’t have the phone calls. We just don’t have them. That’s the coolest way to do business, I would have thought. What do you reckon?

Yes. It just feels great. That everybody’s digging what they’re doing. So when it comes to getting from lead gen, content marketing up to valuable conversations or crucial conversations, what we’re looking to do is to engage them in a more personal, context to them conversation. So, we’ve gone from general content, that we hope’s appealing to the avatar, and now we’re going to bring it down to three things to help you make the decision. That’s basically what we’re going to do. I’ll give you five things, but generally go for three to five things, to help you make the buying decision of the product we built under brand promise. Are you seeing how all this is tying together now? Can I have a yes please?

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Yes. Hell yes. So, if you’re going to, for example, run a webinar, it doesn’t matter how many you have on the webinar, it’s how many people buy. You know people say, “I only had ten people on the webinar.” I don’t care, did ten people buy? Does that make sense?

Yep. It’s only about who converted. You’re not running the webinar to get volume, give up any thought of worrying about how many are there. You only need three to do a $30,000 day. How am I doing here?

Yes. You need three people saying yes. So, really, what does it matter? Love that you’ve got five people on a webinar. If you have five people on a webinar, think about the care you can give them. How much they can get to know you. The questions they can ask, they’re going to be more intimate and personal and relevant to them, versus 2,000 people on a webinar. No feeling of connection. Low commitment to the decision, because it was so impersonal. Hence the quit rate. Is everyone loving this?

Yes. Yes. So you run a webinar, and all you’re going to do – and by the way, Glam’s going to go through this, but, in Procoach we’re actually teaching you how to do all of this in a lot more detail, than I can cover in the half hour I’ve got left. But let’s get the overview, let’s get it out there. So, you come onto the webinar. You’re going to come up with the headline, which Glam’s going to teach you. And then you’re going to teach who this is for. These are the steps, so, who it’s for, who it’s not for. So, terrorists who kill puppies – that’s never leaving you is it?

No. You’re just going to think, “Well, I can’t actually say that.” [Laughs] Creepy nail guy. And then you’re going to teach the three keys to blank. Whatever it is. So if you’re selling at the end of it, your success programme or one of your packages, it’s the three keys to the ultimate you. How simple’s that. Yeah? Then you just get some content, from the content we’ve given you. Or whatever your content is, and you literally just teach a little bit on each of those three keys. Or five keys, but generally, and in a 45 minute webinar, you only have time for three. It just works out. As much as I want to do seven, it’s just a race of lack of detail, and that bugs me, so, less is more. And, some operators go for just some why and what. Where have you found it, why, what and how.

Yes. Don’t hold back.

Yep. Give away your best stuff. You’ll be okay. It will work out. Do you get what I mean by that? So some people just say, “This really matters because – this is an example of someone did it, and this is what it

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is.” And then they say, “And when you join the programme we’ll teach you how.” Don’t do that. Ick, ick , ick. Sorry?

It’s s***. You don’t like it?

I hate [indistinct talking]. The sizzle, the sizzle, the sizzle, the offer. And I’m like, “Man, give me some steak.” Well I’m vegetarian, but you know what I mean, something like that. So you do, so this is why it matters. This is what it is, we’re going to be looking at, and this is how we do it, and we’d love to know how you feel about that or if that would work for you. You’re now going to be buying signs. “Oh wow, I really love that, it really works for me.” Give me a little bit of (59:58)?

Yes. Yes? Good. And then you say, “Is everyone cool? Is it okay, I’m just going to give you a little quick example. Is everyone cool if we move onto the second step?” “Yeah, great, what’s the next step?” And you do exactly the same thing. Then you do the third step, and then you say, “And now I’d love to chat with you, for those who have loved this,” selecting in, “And who believe this is exactly the message they wanted to hear at the right time, I’m going to share with you and get more involved.” Insert pitch. Pretty straight forward.

Yes. Thanks Sharon. Now, there’s different markets want different ways of doing it, and obviously I’m combining when you hear a little bit of crucial conversations, mass conversions, that’s okay. Our market doesn’t like a mass webinar. They find more than 120 people stressful. You’re all going, “Yeah, yeah, cool, [indistinct]. Where there are other markets where a thousand people or 5,000 people. I know one guy, in one of my mastermind groups, he had so many people on the call, he did a $5 million webinar. What! Well that’s never going to happen in my space. My market, would be, hey I want to know about that too, but it’s not going to work. Whatever strategy they’re doing, won’t work in my market. Because you guys don’t ever want to be a number.

That’s right. You want to be individual, you want to be you, and known for you. Whereas that market, they were all good. I know one guy last week, just did a $1.75 million launch. Never done a launch before. But it was so not this market. It’s internet marketing, selling money at a discount, remember I talked to you about that two days ago. And that market, I don’t know what the stick rate or the quit rate’s going to be, but that market loves the idea of buying something that’s going to show them the shortcuts to making money. It’s just not a market I’m going to go near. It’s just not me. Ah, where was I? Where was I, just before that?

You were on the [indistinct talking]

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Your market doesn’t [indistinct talking] Three things [overtalking] Yeah, so our market likes intimate, an opportunity to get to know us a little bit and to be known. Think about your consult when you joined us, how we got to know about you. Yes?

Yeah. Very little about the programme. In most cases, none. But very much getting to know you. So what’s important to you, what are you good at, what do you love? Do you remember these questions?

Yep. It’s all part of ultimate influence, consultative styles, it’s very much, let’s take the time – and I need you to get this – to form a village, before we ask you to be a member of the village. And I need you to understand the psychology of that. Whereas with the less personal way of selling, it’s, “How many did you get? Oh that’s a great number. How many did you sell to? What was the conversion?” Yeah, we talk about conversions and stuff like that, but if we don’t form a village – our bubble, you don’t know where you can belong. You loving it?

Yeah. The feeling of impersonality makes it easy for people to walk away. If it’s impersonal it makes people to not commit. If it’s impersonal it makes it easy for people not to do the damn programme, and not get the results. So, I’m very much in favour of the flavour of, “How did you create the village?” So you’re one of the characters and now you’re going to have a place as well to be one of the characters. And together, you form this union, this club that we have, where we’re all sharing our successes and our setbacks, and, you know, (63:31) has done that beautiful post, you read that on members, that, that – nobody asked her to do that, it’s just what we have. Because we’ve created a place for her, she’s been with us for like eight years now, to just hang out and serve. No one’s asking her to do it, she just – we have people doing that, we have Ros doing that all the time. Because we’ve created a village where there’s a place, there’s a home – you come back here, you’re home. Versus the volume, the impersonality of it. And it’s all about just solving problems and tactics.

Yep. Get the difference?

Yeah. So there’s a lot of richness and depth to the relationships beyond the content. Am I doing a good job of explaining this?

Yes. Whereas other groups I’m a member of, it’s just about the tactics, and it’s – there’s no flavour or personality in there at all. By the way, that other type does have a place, but for most of us, we’re not

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those markets. We’re not going to do well there. The way I see it visually, and feel it, is in the beginning, the opportunity to experience us and anything else is really wide. Like there’s so many choices, like, 1,017 coaching schools, or whatever the number is, it’s crazy. And, well, any other version of transformation that you go for, I mean there’s (64:51), and there’s always amazing things going on. So, it’s a really wide funnel. But then, we have to make a choice. So we have to somehow narrow the funnel. So how are we deselecting from all of them. Who do we kick off our list? Unconsciously, or consciously.

Well, quite conservative. So for you – most of you would have been, too conservative, how am I doing?

Yeah. Or over salesly? Yeah. How else did you narrow the funnel, consciously, or unconsciously. Look back and work out how you did that.

How attractive. You’re one of the best, so for a lot of people, too cheap?

Yes. Too cheap, gone. Too short? Who like, deselects based on – oh it’s not overnight, I want something more authentic than that. Show of hands, who was that? That’s nearly all of you. Now we’re getting the funnel narrower. How else did you do it?

Culture. Culture, now how did you assess that, was it conversations with us?

Conversation, and you’d read between the lines when you actually go in to the [overtalking] Who felt there was something about us?

Yeah. Can you describe how you came to that feeling?

Yes. For me the event that was really [overtalking] It wasn’t the spelling.

[All laughing] It was more the authenticity that I was here for. How did you recognise that?

Tone.

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Tone?

Yeah, concept as well. Energetically?

It was answering the questions on the website copy, the script, for me. Oh good, I’m glad to hear that, I wrote that copy. So how else?

I was a values match for what you said on the webinar. I couldn’t believe that you were expounding all the values I believed in. Who came to us through a webinar that I ran? Show of hands? Oh that’s fantastic. Yeah, good. And what was it for you, Carl?

I’d had referrals as well, [indistinct] the webinar. So that’s really narrowing, so you see how the choice is getting narrower and narrower. And that’s what’s going on, for your potential market as well. In the beginning it’s any choice. I can tell you now, a book could replace you. Or you could just a free CD and not need to hire you. So, how do you help them, get narrower and narrower in their choice? And then by the time they get to the webinar or the consult or the workshop, it should be so narrow – it’s not, “Who else am I considering at this point,” it’s, “Are you guys going to f*** it up so I can say no to you.” That’s where it gets to by now. It’s not, “I’m considering between you and another.” It’s, “You, or you’re going to mess it up.” Yeah?

I can understand where you’re coming from and appreciate it, I’m seeing it, only through a [indistinct talking] effective though. Of course.

In terms of [overtalking] yeah. My work here is done.

[All laughing] But not in terms of a personal coaching business. Yes. Same thing. So let me do this one and then I’ll ask you guys to do it for your business. Yeah? So by tying you to the webinar, or personal power or whatever, consult with [Marvel?].

It’s done,

consciously or unconsciously, others got discounted out of the race. And this is it. And all we can do is get it wrong. So then here, you’ve got to make sure you are more your character, more clear on your values, like you say, it was a values match, I’d actually talk about what I value on the class. I talk about what I believe. I let you know, that I am, who you would be inspired by or, desire aspects of my life. I don’t undersell, for example, that I work hard. There’s a lot of people in my industry and they really make a big point of saying, five easy steps, overnight success. Who’s noticed that in this industry? There’s a lot of get it quick, have you noticed that?

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Yep. So I made a big point of positioning ourselves, in us versus them, as against that.

Yeah. Absolutely. It’s very much – because, you’ve got to get this, this is so valuable. If I’ve already positioned and conditioned you, to accept that we’re not about overnight success, you come in, absolutely ready for a commitment over time.

Yep. And that was a big seller for me, as well. And that means we only get high quality people. Are you getting this, it’s so fricking awesome. We get amazing people because we tell you, back here, don’t join us if you want it in a weekend. Don’t join us if you’re looking for overnight success. Don’t join us if you think this will be easy and won’t be filled with challenges. Everywhere you look, my message is, I work my butt off.

[Indistinct talking] I don’t want to ever, ever mislead you, that this all happened with me waltzing around down to the beach all the time. When I’m down at the beach, I’m sending you videos and selling you on working. Yeah?

I also got, get it quick and I’ve got your clients international. Sorry?

I’ve seen, get it quick, and, I’ve got your clients. I’ll get you clients?

That they had the clients. Wow. Interesting. Wow. You spoke to me on day one, I remember your story, yeah. So, we’re positioning, this isn’t going to be easy, don’t turn up if you’re lacking in character. So the only people who want to join us are people like you, filled with character and willing to go the distance. So by the time you get to the webinar, all that’s a given, but I reiterate it. Or I add, you know through them, we reiterate it, Jo reiterates, this is taking effort. This didn’t happen easily, I am significantly committed to my journey. So the only people that are thinking of buying from us, are thinking, you know, I’m going to need to be committed to the journey. So you make a buying decision based on your commitment to completion. Isn’t this epic?

Yeah. There’s so much thought that goes into this, so that we get people we want to hang out with.

Who then succeed.

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Who will succeed, because the only people who succeed, are people who committed to completion.

That’s it. And when you succeed, you then, can turn around and say, “This is what we [overtalking] That’s it. That’s it.

So if you can’t narrow down that market to get that market, that you know if going to work with what you’re doing, then you might get volume, like you say, that’s short term gain. But in the long run you’re not going to have the success stories [overtalking] Exactly.

-----referrals [overtalking] That’s it.

-----you’re going to fail it. That’s it, you’ve got it. That’s it. Now I work, a couple of my clients are multi-million dollar businesses in this kind of space, and they are having to change their entire business model, because of this conversation. Because they were taught, it was all about the volume, which meant getting them in, and they’re having quit rates that are like 40%, and they have no idea what’s happening to their cash flow, I’m like, “Well, it’s obvious. You’re not mission based. No one knows what you care about except for getting them in. Let’s reverse the thinking and see who stays.” Now, I’m going to go even deeper. We need some red wine for this conversation so, you’ve got it handy, here we go. I think, who you attract, and who stays, is a complete reflection of who you are as a person.

Yes. Absolutely. So if there’s any part of you that’s, the get rich quick, or I wish it was easier, you’re going to get clients who are like that. I really do, I believe that. If you’re sceptical and you’re difficult to sell to, and you make decisions and then change your mind, I think you’re going to get clients like that. I do. If, you know, one of the things that I get a lot of compliments for, is how much I give credit to my mentors. And how much I rave about who’s doing – I’m talking about them with you all the time. You know, I’m giving credit where credit’s due. If that’s in you, I think you will attract people who will want to talk about you. What do you think?

Yeah. But if you’re tight about giving credit and you think it was you, that got you where you are, that’s laughable. You’re going to get clients who are going to be egotistical and driven by taking credit, when I know I’m standing here on the shoulders of everybody who came before me. I would not be here today, if it wasn’t for my models of excellence and models of crap. I’m here today because of that, both of them have helped, and contributed in all of this – everything to my success. And I have no trouble saying that and I’m proud of that. But if I had that, I also know, from a commercial perspective, I’m

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going to attract humble people, who really appreciate the effort it takes to achieve excellence. Rather than bulls*** comments like, “I wish I had what you had.” I don’t get that. Yeah?

I’m trusting you probably studied Robert Kiyosaki as well, his marketing [indistinct]. I’m having a bit of a debate in my mind, just thinking about his approach right now, because he is, sizzle, sizzle, sign up, get something, you’ll get the how. But at the same time he gives you enough to actually, if you’re smart enough to figure out the rest, you can take it and run with it. Okay, I actually think his basic programme’s actually pretty good. Yeah, I’m a big fan. I actually don’t think he had [other father?]. I don’t know if that’s true. Does anybody know?

I don’t know [indistinct talking] My other father. You need to read, ‘Rich Dad, Poor Dad,’ which I highly recommend. I think it’s a metaphor. You do? Yeah. I actually don’t know enough to be able comment except to say it’s helped me enormously.

Yeah. And I do give him credit for-----

Rich dad. -----Rich Dad, Poor Dad, and the other book, I’ve found them tremendously usefully. [Indistinct talking] and the money games. He’s changed my life. But he’s only just starting to learn epic marketing.

Yeah. This is ten years, he’s had the ‘Rich Dad, Poor Dad’ book for ten years. Yeah, it’s so big right now. [Indistinct talking] [Indistinct talking] Anyway, we need to keep moving.

Thank you, but let’s keep moving.

Were you going to say

something? No. Yeah, so we get – is everyone cool with the way I built that up, so this needs to be based on people you would hang with, and do business with.

Yeah. Highlights that first session. Yeah, it highlights going back to knowing you. Because if you’re a dick, you’re attracting dicks, let’s pretty the maths.

Yes. That’s the simple version. Or should I say the advanced version [laughs].

[All laughing]

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[Indistinct talking] Good. Then, what happens – so we’ve done this. Did you see this?

Yep. But then, what happens, after the sale.

[Indistinct talking] It opens up again with all your choices. With your range of products or services.

Yep. And I don’t think it should be, which a lot of my clients do, it drives me nuts. Sale to one thing. I want the up sell, the cross sell, the down sell, the whatever. The opportunity for my market to express their appreciation of what we’re doing for them. I want you to have opportunities. It blows me away, I sometimes – I don’t always work with these clients, but I just help them out, just chat. They come up to me and say, “People say they love my stuff.” Great, what else do you give them? “No, no, they just saying they love it.” Yeah, but they’re telling you they want your next stuff. They’re saying that. Do something. Dan Kennedy puts a little blunter, you’re an idiot if you leave money on the table. That’s how he – but he’s a very blunt, rough guy, who I’m a big fan of. I recommend Dan Kennedy. He’s like 2012 in age, but he knows everything about this market. 2013, I underestimate his age, but, his attitude’s very much, if there’s a sale to be made, you should do everything to be the person who helps with the sale. There is no reason for them to go somewhere else. So I believe this funnel should get wider, at the other end, I love that. And minimum three offers, but really, yeah?

What’s a down sell? Well your success is a down sell. You’re Procoach, and that is a $1,000 item, so anything below that price point is a down sell. So anything for us. So, if you look at practitioner, pretty well everything’s an up sell. Or a cross sell. Very price similar, so that range. Then the up sell is the next level up. And then the cross sell is the something else, kind of related, but not the same as the core. They’re the three ways I look at it. Thank you for asking. Yeah?

[indistinct talking] like I’ve spent a bit of money with the mentoring but when I knew I was a match with you guys, I just want all of it now. But I just turned away other stuff I paid a lot of money for, I actually found out that [indistinct] I don’t actually run a [overtalking] Interestingly that feedback happens, I appreciate you saying that. Who’s noticed they’re making that decision more, as they realise their values and living their values matter more?

Yes. Who’s – show of hands? It’s nearly everybody in our community that, once you realise there’s a values match and how important values are, and how much your mission matters, you start making buying decisions in this space, based on that being a match. Now, to me, that’s us doing our job. You know, commercially I’m giving you every reason to stay here. But also, mission based, I’m showing you how

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to build an absolutely phenomenally, beautiful business, that suits who you’re becoming.

That

matters. We’ll go here, then here, then here, yeah?

Totally agree, however I found the quality has to be up here. Because I’ve spent money with organisations that did culture beautifully and sucked at the promise, and then it all falls apart. So you guys, rock because, you are world class [overtalking]. You’ve got to be able to back it up.

That’s right. So this is my model. Thank you for saying, so I’ll give you my model, it’s culture, character, community, content. That’s my four Cs, that’s my model. Yeah, so it’s, culture is king. But culture is the umbrella in which everything else is held. Within the culture you have certain characters. And the characters are the leaders who drive the conversation. So I’m one of the leaders but so is Ros, so is Matt, so is Jo, so is a number of you are positioning yourselves as characters in our community. And if you think we’re in any way not on guard, on who tries to position themselves as a character in our community, inappropriately – bam – I’m not kidding. That post comes down so fast your head would spin. We manage our characters, we choose who we’re going to elevate. And it’s based on grace and love. If it’s not a culture match, if it’s not grace and love, delete, delete, delete. You don’t get to be a leader. We manage that so closely. 24 hours a day. So there’s character. Then under that, community. So who, loves the culture, digs our characters and rides the way we ride, is going to want to stay in our community. And then as a result of that, you’ll make your selections about the content. And all of it supports the next in either direction. Who loves the model?

Yeah. Great point, that’s really helpful. And, [Christine?] were you next? Yep?

Oh well, it’s just since [indistinct] I get [indistinct] a bit by other - in my business analysis role. And I had no reason to change the role unless – as long as we [indistinct] how strong values and culture is important, so it’s not about the role, it’s about the place I work in and how people are with one another. Great.

So it’s just, I say no a lot, because it’s not a right match. So, you know. I say yes, if they’re willing to change their culture.

Or the other way. Yeah, so a lot of work I do now with businesses, okay, well I’ll come but we’re going to change some s*** man.

Yeah. Well that’s where I am as well, so [indistinct] going to come there, [indistinct] hope you know my terms.

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Yes. This is the way we need to write, I love that. And there was someone over here, was it you? Yes?

So, really resonates me, I’ve been so [indistinct] through it the whole morning. But the resonation has just [indistinct] longer. Like you were talking about the values and the match. The seminar that I just ran a few weeks ago, I went out to maybe six or seven different companies, that all had about the same cost for the room, but immediately when I had the conversation, I was like, I don’t want to bring my brand, yeah, I was having this conversation, but I didn’t know that till you just made that point. And now you get how come. It’s good that you trusted that. Well done.

Yeah. I went to this last one, and immediately they were like, we want to be in the room with you. We want to see you, we want to hear you, then we can market it for you. And I’m like, I love you! Wonderful.

So great [overtalking]. Yeah, good. And I’m loving some clarity, who’s getting some clarity around why it works and how to get it to work. So we’re almost ready for a break. What were the highlights from this session, for you? Other than everything.

[All laughing] Yeah?

3pm moment. 3pm moment. That’s always one of my favourites. Yeah, what was it for you?

That filtering down [indistinct talking] Yeah, who loves this?

Yeah. Yeah, good way to think about your business. Yeah?

To be honest with you, it was actually cool to have you say think halo. So, I created a – yes, alternative to quick trainings around my whole model. Good.

[Indistinct] thank you. So cross sell, down sell – halo – you’re going to get the halo. If you’re very competent and expert, you get, I mean, you get credibility in other areas.

It’s funny, because the mentors I’ve had, have always been in like, I’ve got three currently, so it was just, okay, well what can I do aside from that. But they’ve always tried to put me into one, have one, sell

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one, I’m like, well, no dude, because some people are here, some people are here, and some people and here. And the ones that are here, I wanted to sell them that [overtalking]. Totally.

So that to me makes perfect sense. Good.

But I like the halo [overtalking]. Yeah. Yeah, good. So just surround it, like I – remember I showed you the slide, is the surrounding opportunities. One of my mentors was in properties.

Yep. Yeah, they say I’ve got all these different properties. I like the way to look at it, if you have one property. That’s it, that’s their halo, you’re creating a village. Villages have a number of shops, I’m just saying. Don’t they? Yeah.

The over hype concept. Just opening up awareness and realising that we live in this world now where mass marketing and volume is all around us, and it’s as if that’s all we know. Now there’s like, ah ha, there’s actually something else, [overtalking]. Yeah. I’m actually a big fan of more isn’t better.

Yes. You know, everyone says, so where are you growing to next? I’m like, why? I’d rather do this deeper and better and, love what we have, then think that I’ve got to keep going to another level? Which is quite Tony Robbins, there. So there’s another level, get to the next level, get to the next level. No, actually, I’m well (83:06) we’re at. We’re getting better at this. Deeper at this, rather than reaching out for the next shiny thing. Yeah?

I love the [indistinct] [overtalking] from the webinar, how many people are actually [indistinct] love it, and doing the course. Wonderful. Yeah, good. Thank you.

Yeah, that sort of thing stuck with me as well, and I think, when I’ve seen people do this in the past, they become greedy for numbers. Quality goes down, stick rate’s not there, and then someone who was actually really quite good at what they did, is screwed, because they’ve now lost that credibility because they [overtalking] We’re so mindful of that, you know, everyone says, well, you’re getting more trainers. Well, yes, but carefully, and cautiously, and over years of building relationship, and learning we can trust them with our lives. Then we start building a relationship that’s about competence.

Yep. And taking the time to be mindful about, really, what it is you want, and what you – who you want and who you want to attract, it’s worth taking the time to do that.

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Totally.

Because we’re all here to live better lives, ultimately, you want to remember, what’s your core purpose in life? I want to be balanced, I want to be happy. I want to know that what I’m doing, I love. Love it.

And if you just get greedy, and just start sucking up whatever comes, where’s your job satisfaction going to be? Where are you going to be in two years’ time, when you’re as burnt out as you were----Burnt out. Totally. [Indistinct] the job, which is why we’re all here. You’re doing pretty well articulating the message, for a newbie, I’ve got to say.

Yeah you are. God. Good for her, [overtalking]

[Applause] Yeah?

Quick question, [indistinct] do you think burnout is potentially resisting to, put yourself out there? Like – or do you think it’s a legitimate thing from overworking yourself? Do you get what I’m saying? I think burn out – from experience for me, my burnout occurred when there was so many factors I couldn’t control. That I felt – and it felt endless.

Yep. Burnout tends to be when there’s a permanence to the challenge. Or a feeling or a belief that it’s permanent. If it’s temporary, like I’ve been in some pretty chaotic situations with the business, I don’t tend to have that (85:15). But it’s been temporary, so I know I could manage it. So, there’s been no feeling of burnout. But when it’s a feeling of relentlessness and there’s no out, I think that’s when business owners can get burnt out. This wasn’t my challenge, but I know a lot of business owners experience burnout when cash is really tight, and there’s a screw up in the market or whatever. And there’s like three or four or five things that max them out for overwhelm. But, the cash gets tighter. Just at the moment, you get a tax bill, or – just the feeling of relentlessness, you can’t get a break wherever you look, that tends to be where I see business owners getting burnout. Yeah. And all they really need, and I really feel for them, having been there, just give them a break. If you know anybody that’s in business, and you go, “Hang on, they’re going through a tough time.” And whether it’s selfimposed, inflicted or not, be kind. Because they’re running a life-long marathon. They don’t to the Olympics and then get to collapse for a year. It’s every day. So if you can give a business owner a break, give them a break. You know, listen to their story, let them have a whinge. Be kind. Don’t reframe.

Yeah.

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Don’t reframe. Don’t do that. Just be with them. Be patient, be kind, be compassionate. Ros, when I was going through my tough time, three years ago, all she did was say, “I’m loving you, thinking of you, what can I do to help you?” I could cry with what this woman did to support me. It was pure love. Because a lot of people in our community put me on a pedestal – I’m not perfect.

[All laughing] It’s out, I’ve said it.

[All laughing] I was waiting for the tits! Sod the carrot, I got the tits. Not the point. They’re perfect [laughs].

[All laughing] [Applause] Just keep in mind that, admiring someone doesn’t mean they have to be flawless.

Yeah. So, you know, you get in different relationships as you go through this journey. You know, your business growth journey. You’re going to meet different people. And having them on a pedestal is incredibly exhausting to them. Be compassionate with them, everyone’s got stuff going on. No one’s got it made.

Everyone needs compassion, kindness, and love.

There are no exceptions to this.

Regardless of what success they’ve experienced in one area, and I have experienced amazing success in this area, it doesn’t mean to say it’s altogether, everywhere. That would be a ridiculous assumption to make. So it’s a good conversation, thank you. Anybody else got anything before we just – I just want to chat about the recordings really quickly. Yeah? Love that session?

Yeah. We nailed that didn’t we?

Yes. That was a much more, sitting in the content with depth conversation, I think some of the conversation might have been a bit rushed, I’m happy with how we sat with that. You guys too?

Yes. [Indistinct talking] yeah, that was pretty cool. [Indistinct talking] So, we’ve had a few people already purchase – I can say buy, now can we?

Yes.

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Buy the recordings. They bought them. So, the purchased the recordings, if you’re wondering about it, because of few have asked me, we’re doing an amazing job with this, so we’re doing, obviously the camera. We’re going to fully edit it. We’re going to strip it out for audio. We’re going to create it with the Breakthrough to Business Success manual.

So, if you get the recordings, you’ll get a whole,

complete new set, when we’ve got it fully done in production. And then what I’m going to do, first time ever, before every session, I’m going to set it up separately. So, hey you’re about to go into this session, these are going to be the key things that you’re listening for. And at the end of the session we’ll be back on camera. These were the key points, I trust you took away this, this and this. Now I want you to work with your consultant on these things. These are the things they’re going to be mentoring you on. So I’m just going to set it all up for you. So it can become a business product you use with your clients. Does that sound pretty cool?

Yep. You’re so welcome. Then what I thought I’d do, I’d get this done with an index for you. So you can give it to your client piecemeal, the way we’ve been doing, so over a 12 month programme with them, or a 12 week programme, whatever you want to do. You give it to them in pieces. And we can supply that for you as well.

Yep. So we just want to set it up again, this is going to be a licence arrangement, so, I think the price of them at this event for you is 997, it’s ridiculously low. Does everybody get that, that for many events this would be a three, four or five thousand dollar product. But if you get it once, what we’re doing for – now five people have already purchased the product, what we’re doing for just 20 people in this room, is if you get one today, we’re giving you another one for free. So you immediately can sell it and make all your money back. So we’re giving the opportunity to get the free one, so you immediately can give it as a gift to a client, or give it as a gift to a business owner, who needs some love. What do you reckon?

Yep. Or, you can give it to somebody and then run workshops with them. So, we encourage you to take this content, and learnt it well enough – hang on one tick – and then you can teach segments of it.

Yep. So that we can help you have workshops and webinars and everything we’ve been chatting about. Yeah?

Can I have one of those please? Yeah, of course. Yes please, go ahead. Is that sound like a really cool thing to be doing for you all?

Yes. Is there anything else that I could do to make it even better?

No.

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It’s pretty good?

[Indistinct talking] I think it’s brilliant. I think it really is. So, I think we’ve got 15 left, my team’s ready to take care of you, if you can take care of that now, that’d be great. We’re going to have at least 45 minute break for lunch. Because I think it’s time for you guys to start creating some content and building some networking relationships, and maybe start talking about setting up your first workshop, on your success content, or on this content. Or disruptive leadership, I think it’s time to start, let’s get in the game and start making some money. What do you reckon?

Yes. I have a question for you.

Definitely. [Applause]

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DAY 3 – SECTION 2 [Speaking commences at 1.12] Welcome back everybody. Can I get a round of applause just because we rock? I think we deserve that, don't you? Yeah. Turn to your partner and say, “Yes, you deserve that.” Yes, you deserve that. Say to yourself, “But I deserved it more.” But I deserved it more. We've given the wire to a very, very special member of Team TCI, the amazing Elysium (1.49). How do I spell your surname?

Yeah, we do this every time. Yeah, we do.

It's always more fun when you try it. I get you to say your name and you mock me. All right. So we've got the amazing Elysium Glam, otherwise known as Glamware. The nickname seems to be expanding over the years, doesn't it, thanks to our team helpfulness.

Yeah. And this is the extraordinary woman who – well, this year we're investing over $60,000 in her education around the world, that's how invested we are in this extraordinary woman, she is remarkable. She's like – are you 21 or 22.

23 now. At 23, you're old, so old. And just absolutely has got a brain that just blows us all away. We think Jean here's the resident geek but secretly this amazing woman is across so many aspects of the strategy of our business. So when I go to my private mastermind in the States, this is the person that goes for me and next time is going with me because I trust her that much with the relationships we're building. We're going to do some recordings over there with John Asterope and a few other people that are there next time. So this is the person that's just the right hand for the business for pretty well everyone in the business, I would say, confidently. And I don't know if you've prepared but you're good to go, really.

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I have, like, a third of a page of notes. Yeah. So I told you an hour ago you were doing it so here you are. And she'll rock it, though. I'll let her share what – she's going to be rocking on. She doesn't know what we've done but I know she'll still be on message and help you out tremendously with an approach to really successful marketing and what we do. And I think you're going to use Your Success as the example or have you changed your mind?

Yes, so I'll be using Your Success as an example. You know a little bit about what you're getting. You know a little bit, yeah. You did – you prepared the graphics, what am I saying? So we understand the Glam standard, don't we? Yes.

With her successes, we welcome the amazing Glam. [Applause] So, as SB said, I've had about an hour so this is going to be brilliant. What I'll essentially be doing is pretty much telling you exactly what I do every day and essentially how it helps with my head around the marketing that we do here at TCI right now and I trust that it'll be really valuable. So over the last few days, SB has walked you through the model, awareness, alignment and attraction and how you can apply that to your own business and how you go about bringing in and building product and sending a message to your market and then connecting with them and then bring them to your world and into the world that they want to be a part of. So what I'll be essentially be walking you guys through is how we've done that with your success as a case study, so very much step-by-step of how we brought this product to life and the kind of evolution and growth that that's gone through to give everyone an idea of, first of all, how to do that in your business as well as, for those of you who are going to be a part of this mission, how do you market it in using your success in your coaching and your coaching business right now. And then, last, I'm going to go into a little bit detail into just the marketing strategies that we use and how to apply that, especially with all the pro coaches in the room, just a little bit more adapting to how you go about doing the - actually getting through the do of it. Is that cool? Yes.

So I think we're ready to go. So I think, Diego, I'm going to need a bit of your help to put Your Success up. I am super-working on it.

So in terms of just the model, what I'm going to skip right through is the first part, the awareness, so in terms of know yourself, know your market and character match. We've been in business for 10 years so I think by now we know very well who we are at TCI and who we want to be, who our market is and who are character is. And so for any of you, especially if you're starting out, if you guys are still trying to get clear on that, absolutely that is the most critical thing, the most (6.09) of your business because

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that will be the foundation and set the direction for how that's going to go forward. And I think you went through that a lot on day one with Michelle. They loved it. (6.21) and all around awareness, they loved it, they smashed it.

Awesome. So I won't go into the details of that, just (6.27) and then go back to day one of the recordings if you're still unclear on it and when you actually start working on it. We trust that they they do a brilliant job of that. So this is the Your Success program, the very first home page of it. Diego, can you zoom out to 75%? A little more then, 50%. There we go. So when this started, it started out being a product for – I'll jump to step two, so I'll start from the brand promise and move that forward. So what is that? Does that mean just product around personal development? So in terms of a character, we were an expert in the field, we had the authority, we had the credibility and we have a whole massive community of coaches. So it started out me thinking, well, what can our coaches use in that program? What would help them in their business in coaching their client and that's how this initially started. And then it grew into what we thought about what this promise - in terms of if you treat your success as a brand, what that brand promised. And it promised greater customer delivery for all our coaches. It promised greater profitability, it promised easier delivery of really, really great promotional material and if you're thinking that is that Brian Tracy on the left-side, yes, it's Brian Tracy (7.49). And the thing is if you were talking about that as a brand promise, it's not the kind of brand promise that you get (8.02) that you could get Brian Tracy to be a part of. That's not a brand promise that necessarily could get coaches all around the world to be a part of. So we thought about, well, what would help our coaches sell this program as well? You've got a coaching business. What would help anyone resonate with this message or the right person to resonate with this message? What could help make this go global and what could help you sell it to your clients in a way that just is a no-brainer to be a part of this? And that's where the brand promise grew to become a movement around living your best life, around – you know, SB, you did this did this really well in the reference, we'll video record it - is that it's a brand message getting more or taking more – getting more out of people. It becomes a message about being your best self, of connecting with who you are, of living a fulfilled life. And that was a message that you know our coaches resonate with and that we know our (9.05) clients resonate with. And we turned into a movement with a mission of a million members by 2020. How much better does that sound compared to personal development, to be part of a movement of living the best life that you could be and being the best person that you could be with a million brilliant people around the world in the next five years? So that was probably a turning point for this product, it became so much more than the person on the package. It became so much more. It became a movement, it became a global brand, it became a mission that brings people together. And that was kind of what brought it to here. So then once we had that direction and the brand implemented and the content, marketing to the Me Generation part of it and how advanced do you guys want me to go with this? Advanced. Very. They can handle it. They're up for it, yep.

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Awesome. So this is the typical campaign of what we were doing before and probably where you guys would want to start and I'll come back and just go into it in a bit more detail. This is the beginning of content marketing and the beginning of Me Generation. So on this hand side, we've got all the sources of where the leads come from. So there's basically advertising, there's our existing list, there's organic leads and then there's the referrals as well. So, for you guys, it would be, what are your sources, where are you currently getting the leads. And also have a look at where most of them come from, so there should be a percentage next to each of these which will tell you where you need to focus your efforts. Content marketing is the idea of providing so much value that it makes this step super easy and it starts the conversation and relationship for all they way down to when they purchase and become part of your world, part of your business. So I'll go through the content marketing part of it first. It's essentially the idea of doing such amazing value that your market will – they will hate to not be a part of whatever it is that you're doing because they've come to love you, love your brand and trust and rely on your expertise, on your advice, on the (11.51) that you give them so much. The best way to do that, apparently, is around blogs, so writing a really, really great, powerful blog. And it comes back again to be really, really clear on who your market is. Once you guys (12.06) go back to day one and watch that over and over again. I recommend watching it at least five times because I've gone through the avatar, who avatar is, and go through and study that - probably looked at it every day when I first started, it was at least five times a week that I was going back to reference that, getting really - and really looking at who your market is because that, in turn, is what do they care about. So the tool that we use to create that – so, at first, we get right there on who it is and what they care about. We then search - there's a number of different online platforms you can search for the most viral content around the world, or some of it. I think Jennifer – Jennifer are you in the room? Yes.

Yeah. So Jennifer's one of our pro coaches. I think, in one of our mentoring conversations, I was talking about some of these platforms. The main one that we use at the moment is Buzz Sumo. Have you had a chance to try it out? I did. I went to Buzz Sumo and I typed some things in. It's interesting what you get back. You have to be very specific otherwise you get all this stuff back because and it's, oh, that's not what I thought at all.

Yeah, yeah, exactly. Exactly. So we get very clear on what is our market we care about. We would then search for those terms and see what is the most popular content that's already viral around the world? What are the things that the market's already reading about, already caring about, already loving and the secret to this is you take the top 10 results, you bring them, combine them together, put them together and put your own flavour and own brand to it and you've now got the most viral piece of content on that topic in the web. So our very first blog we did for Your Success was – listen because this is brilliant – the 17 biggest excuses why most people never succeed. So listen to that. So there's several elements to that. That was the headline of my cousin, the brilliant Jo, writing that blog. Seventeen excuses why most people never succeed. You've got the very things that people who care about your success care about, they care about succeeding. And you've got the hidden fear in there. Have you guys - I think, if you go on

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again, go through the character matching, you get to know a lot about what are the hidden fears, what are the admitted fears, all those things. They probably a lot of excuses in their life and they're probably sick of it. But, you know, how do they take that step to get a little bit over that. So what the blog of that is about, they list out the excuses and what is a little thing that you could do about it. So, obviously, the usual one, there's no time, there's no money, all of those things. But how we came up with that was I think we searched – I can't remember the exact term that we searched but there were several blogs – I think it was why people don't succeed. If you were to go a Google search on (14.52), every blog of why people don't succeed, we charge a clip on. If you have a list of nine reasons, seven reasons, five reasons, go for a bigger number. If in the top five results there's a list of, you know, five different things, put them all together in the one and reference your source. In fact, most of the time, people are grateful you're to feature their content in your own and there again, you've built the relationship and you've built the connection and you can continue to approach other – yeah? Sorry, can I ask you about that referring and citing people when you're doing calibrating. Is that okay?

Yeah. When you go to take something that you've learned from someone else and obviously you reference and cite them, this is what I took from reading this book or doing – what are the sort of – I don't want it to say like legalities because that's not what I mean but what are the guidelines to doing that? Do you have to ask permission? How does that work?

Generally, if it's on open sites, so on news websites or on people's blogs and content, most of the time the content's public. As a courtesy, you can always check in with them, like just send them a quick email saying, “Hey, I really want to feature – Effie, what you've written is brilliant and we really want to feature it as a part of this. Is that okay with you?” And most people come back and say, “My God, that's so cool (16.17)”. “Yeah.” So that's the first step in terms of creating that content. And through doing that - Diego, if you click on the I think fifth tab? One of the things that we find – what we actually started doing – so you can see that was one of the – we're, at the moment, directing paid traffic to it. The original model people used to direct paid traffic or advertising to pages where you have to opt in to get something whereas now the market is shifting towards giving the value up front first before you ask for anything. So at the moment, we're actually directing traffic just to a blog and we're trusting the fact that it's going to be so valuable that people will build their (17.08) straight away and then we follow them around the web with remarketing. Does everyone know what remarketing is? Yep. Which I still use today.

Brilliant, brilliant. So make sure you guys go back and check and re-watch the session around remarketing because that's a really, really powerful tool. So with that, we then follow them around the web and remarket them to different offers. And, remember, at this time, first of all, they've already read something that they think is really great, really interesting. They click on it and go through all of it. And then we're now in their world. We're now following them around with a promise of what is it

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they're looking for, what is it they want or what is the next step for them to take to move a little bit closer to their dream. So remarket them the opportunity to be on a class, on a webinar class, with us to learn more about becoming successful or becoming the coach, we might ask them to opt-in for a gift pack to get them started, we'll market to them to be part of an event and that way, you can go on. So if they don't decide to register for an event, they can then move on to an webinar. If they don't like that, they can move on to a gift pack. There's so many different ways for them to engage with you. And during all this time, they're still checking back with us, they're still getting more cool content, cool blog posts and you start building that relationship and start building that trust with them which then moves them to the next part around when you've gotten to their traction, it's around (18.34) that valuable conversation. So that's what this part is all about. So after they've opted-in, after you've given them great value enough that they can trust you to then give you their details, you can then build a relationship with them through sequences, through a stick sequence or watch sequence, through email marketing, through social media and that's when that relationship really deepens. So this is an example of a basic funnel. And I think if you guys, for all the pro coaches in the room, we'll be teaching you exactly how to build a funnel but that's down the track. And it is in module eight and nine that we go a lot in depth into online marketing, which is copy writing, so how do you write a really great blog that engages and attracts people and how do you build the funnel, how you go about online marketing, how you construct your Facebook advertising campaign, all of those things. So this is where it starts out and this is how your success started as well. So we had just a single webinar funnel and what it's grown into is that. So that was one conversation. That was one lead generation, one offer, one conversation and what we're building now is----Is s***. I'm just saying what they're thinking.

â&#x20AC;&#x201C;---all the different ways that people can interact and all the different, brilliant content you generate from them, all the different conversations that you're having with them that are tailored to what they said they wanted. So these are all the different sources that they come from. Your content is how you know what your market wants and responds to and is a much cheaper way of doing it. So before think about your lead call qualifying process at the moment. Either you pay upfront for a lead and go to (20.46). You put your time and effort into an event and try to pitch it back and see whether or not they're interested. You'll probably have about five, 10 phones with a lead to find out whether or not they're interested or what message you need to send to them. Or if you're (21.02), listen back over and over again to your conversations and see what you're saying right, what are you saying wrong. With the content marketing, in writing those blogs and creating that content, you will have data on what it is that your market wants and then you can then adjust all the following steps. So you get to know a lot sooner what the market is responding to without having to go through the entire thought process, not get the sell and then go back and analyse what did I do wrong. You get to know upfront what kind of language, what kind of terminology do they respond to, you know, the 10 blog post headlines, what do they click on, what do they not click on, how far do they scroll down on the page to read. I put together a list of all the different tools that we use to do this. Definitely one is the online marketing module for all the pro coaches as well, you have a massive list of all the training tools where you can see where do people stop on the page, what kind of images do they click on, what's going to stop them from

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scrolling, is there something that turns them off. And all of that data upfront will tell you what your conversation with that person needs to be or what should be in your email marketing, what should your event be about. So, for example, we changed our events from – I think one of the things that we're doing is changing personal power, the courage to be you, which is a different message and it is a message that our market's responding to. We've just started running a webinar called Creating Life On Your Terms, just things like that. And those are all terminologies that we know the market responds to. So from there, you can then know which relationship to have with them almost. So, for example, this is one relationship we could have with them that leads them, ultimately, to being part of our community. This is another conversation, there's like three more conversations underneath this, and that you can then start building different relationships. And if this is all a little bit overwhelming, because it is a lot - I know my first reaction was like, “Holy s***, how am I going to do all of that.” I think after we mapped this out (23.15) it was things like 17 line pages and 51 sequences. But it's a step-by-step and, again, in online market we'll be able to step all this out into where do you start first and what do you start second. I recommend the webinar is always the best place to start and that's that conversation here, the middle one there. So we go through and they opt in for the web page and we send them great content, publish a brilliant blog, follow them around the internet to offer them come join us on this class, you probably want to know more about how to be the best version of yourself or you're clearly someone who's committed to your own success. We then send them the video of the classes that they've opted in for. Whether or not they click and watch those classes will determine what kind of conversation we have with them next. So if they click on that and they watch the class all the way through, obviously they get ready to take action so they get a different message. If they click on that and they don't watch all the way through, we remind them that, hey, this is a really cool things that you've opted in for, you've said you're committed to this, make sure you go and check this out, and it's a different conversation. And, again, through all of that, they take action and say yes and say yes and say yes to more and more great content. It gets to the point where you have a relationship with them now, you've helped them so much with their own personal transformation - don't be stingy with your content, by the way, give all the value that you could possibly give upfront because it could never go wrong and you can never really go wrong because you know by now they're going to remember you as that one person who helped them more than anyone else did, than any other coach did, that any other person that they've called up did. And that immediately can be your very, very first meeting and selling point. Just follow up with them and care. And at this point, they then – it becomes a no-brainer, that if I'm getting all this great value already, if I'm already making – you know, we're already getting so much out of it, we're already making transformation in my life, we're already getting so much – gotten to know myself so much better just going through this, then of course I want to be a part of this. There's no reason why I wouldn't. And throughout this entire journey as well, what we've created is an open Facebook group for them to be part of a community straight away. So just for them to be around other people who are as committed. I think all you guys are in it. Is everyone in the Your Success group?

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Yeah.

Of course you are. I love you. And it's the community where it's about people whose area it is (25.59) who's sharing cool things about success all the time and they're used to being part of that community and, again, there's another way we can deliver value. So define all the different channels, we can deliver value to them, see what is most valuable to them and focus on that channel and tailor your conversations to that. So is there any – yeah? Can I just say, personally, thank you so much for sharing (26.28) and thanks to SB for letting us in your business. Yeah, rock on. I think this is brilliant. Yeah, that's all I've got. Thank you.

Yeah. So each of these steps, there's a lot more. I suppose all the techniques and all the strategies, all this sort of testing that we've been doing. And I don't think have time to show all of it here but I what would you guys want to know about the most and I'll put everything else into the course. First off, how I sit in that just so I can----

So this is the beast. So this is one product, this is one funnel for one product for one brand. This is the Your Success brand. So this is (27.33)?

Yeah. So Personal Power would be a campaign under the category of events, under the product of core coaching courses and under the brand TCI. Yep, beautiful. Thank you. Where would you put your lead generation? This is the first time I've processed it in this way.

Yeah. So the lead generation are these stats here. So when we go back more into it it can be how do we construct a Facebook advertising campaign, how do we create great viral, organic content, to generate organic leads, how do we write for SEO, how do we build a relationship with your existing list, who can you go to to purchase a list from? That's necessary. There's other ones that aren't here, doing things like referrals, affiliates, joint ventures. We're starting to – part of what we wanted to do was expand – you know, have more people on board. So another lead generation source that we have now is working with our affiliates, through your success, through to choice of leadership, through to influence. And I think we've got some really great affiliates in the room at the moment as well, people who were very successful who brought the product into part of their coaching business and are able to deliver to deliver really outstanding value as a result of that, which is what I think you guys will be doing with your success as well. Yes? Do you suggest using Fusion Soft or do we use something a bit more manual until we get up to Fusion Soft?

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Yeah. I recommend starting with something more manual, to be honest. And how this started out was a hand drawing with a pencil on the paper with Dream Team. So we were just all sitting around and had a piece of paper in the middle and we used our little whiteboard and we started drawing things out and went, “No, that needs to move there, no I think it would be better here. I think this one's got a class and a webinar and we need to move ideas around,” and seeing - and kind of started mapping that process out. It sounds a little bit chaotic but there is a step-by-step procedure to it. Two questions. Where did you get the outfit? Especially the shoes. The second one, benchmarks along the way. So how do you check that and analyse it and put that – that'd be great.

Yeah, absolutely. I wish I could – maybe I should pull up something to show you guys. I can show you the dashboard where we have our campaigns, which is all the different campaigns that we have running at any given moment. What we do is we – the key measures for us are around leads - that's where it's coming from - and what are the costs of each of those sources. So let's say, for example, we could be getting 50% from Facebook, 50% from organic leads and Facebook is costing them a certain amount. So it's where our leads are coming from, how much does it cost, which is the around this part, and then it goes into what kind of show-up rate that we have, what kind of stick rate that we have, and then what kind of conversion rate that we have from that. So the first thing, though, through lead generation, is get them interested. The second thing you want to do is once they've shown their interest is to make sure that they show up to the classes that you're running. And the last thing's after they show up, they make a commitment to be part of the community. So the first part is you have benchmarks around where leads come from, conversation rates from the ad to the opt-in and a bunch of metrics that - I can share that with you. I can send you through an email on that or give me a call. And that question comes back to lead generations. Do you change the sources before finding new clients? I can't hear. Or do you process all the time-----

Yeah. So I think the question was do we change the process from time to time or is it the same sources all the time. We constantly test and update where the leads come from and what is getting us the best result and then we would shift more to that or less away from that. So, for example, we've got – we've put in more (32.01) into Adwords again is one thing. So, yeah, we are constantly changing things up and seeing – whenever there's a new opportunity coming up, we would trial that, see if it works. If it does, then it becomes part of the normal thing that we do. If it doesn't, then we discard it. And if it works better than something that we're probably doing, then that moves up the rank and something else moves down. Yeah. So would it be useful, maybe, perhaps moving next into how you guys can build a funnel around your success and what that would be like, if we start from scratch?

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Yes. I think so.

Yeah. If you go back to the very first part. So I think what we've started doing is – what Anthony showed you guys yesterday was how to package them into----It was amazing what you – Glam was the artist behind all that, by the way.

I think there are three levels here, which, again, go back to the idea of the ascensions and the memberships. So you've gone through that, yeah? Have, have not,

So the idea is that we want to keep people, once they're in, that they continue to be part of the community. So how do you keep them engaged. I think one of the things that most people tend to do, and I know a lot of businesses do even when they grow bigger and become medium size and they still do, is that they have the same offer and then there isn't a second step you could take or there isn't a – you know, they don't offer a growth journey. So, for example, for us, we see all of our clients, we see ourselves as in a relationship. So any new member that we walk into the community is the beginning of a relationship and we see her grow - I say her because that's our target – to see her grow through that journey. And the question we ask ourselves is where is she going to grow to next, what's the next thing that she will take on, what will be the next challenge for her. What is she now ready to do. And that's part of how we came up with Pro Coach and how we came up with Your Success. So Pro Coach was the tip-top of who our ultimate community as they grow and become – have that belief in themselves, have that strength in who they are, have that – so start the business and see the business grow and starting to get clients and are starting to see that, you know what, I can do this and starting to connect with the bigger picture of what their business could become. All of that, all of those things were brought into Pro Coach. It seemed like the natural next step for us and it proved to be a huge success because that's what our community was ready for. That's what you guys are ready for. You guys are ready for these top of conversations. This level of marketing, this is top and, especially in Australia, there's not a lot of businesses doing this, they're not having the conversations, they're not building a relationship, they're not doing the content marketing or the brand promise or the lead generation the way that this is being done right now. So that was the ascension, that was the tip-top, that was how Jacqui would ultimately to grow to become. Do you know Jacqui Limmon? Yeah, we do.

That's brilliant. Yeah, so we called everybody Jacqui.

Any other Jacquis? So that was Jacqui's dream when we first started, this is where she would be and now she's here. Now she's here. And that's what we wanted to do. So what we put into Pro Coach were all the things, all the tools that we've learned in 10 years of doing business that we know could help Jacqui take that next step to grow the business, to get that break-through, to go even further. And

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then the very, very, very beginning of that, what Jacqui would want to do now is go back and help the Jacqui that was and help other Jacquis who are still out there, who are still struggling, maybe, to believe in themselves a little bit more, to finally doing something for her in the first place, to grow a little bit or to have that little bit more gut and invest in herself that little bit more and that became your success. So it kind of comes full circle. So it's the tool for – Pro Coach is for Jacqui, the ultimate Jacqui to come back and they were to help other Jacquis who are now just thinking about her own success for a change, who are just thinking about growing that little bit more for a change, she's finally thinking about, well, maybe I can have life on my terms. And that's the idea of the ascensions in memberships. So whenever you build or start a product, think about what relationship you're starting with them and what you where do you want that relationship to grow into. And always be ready for that next step. So always be ready for – you know, they've got that, what will be the next place for them to grow into, what will be the next place for them to grow into. And that's what these three packages that were created are about. So the first step is just beginning your journey. And I think what Sian's done is narrow it down to just make it really manageable, what is that one goal that is really important or that one thing that you've been putting off. It's a (37.16) around how you achieve that one thing. And the second level is it's now a bit more than that, it's going to a program that's about living an extraordinary life. And the last one is, again, a little bit more than that. So it's now got being the ultimate you and actually having the guts to be something a lot more. And, again, once you break that into a campaign, that then sits inside the three different conversations that you would have with your lead. So, for example, what you would do is start at step one, so the brand promise of each of these levels are very different – not very different because you're still talking to the same market but you can see how there are clearly three levels. There's clearly three levels of that with maturity of belief and the investment that it takes. So what you are going to do first off is create content for a blog that would help you identify which level are they are? Are they just that little bit interested in looking to maybe that one goal that's really important to them or something that they've just been putting off and identify the key terms for that, go through the tools, do a search for it and create great content for that, create great blogs that people are clicking on. So on your home page, you should have blogs that are probably categorised into which level are they and see what people are clicking on, what they're interested in. And then based on what people are clicking on, based on maybe which blog they're reading or which content or which resource they're looking at, offer them the thing that's appropriate, so offer them what is the next step for that. So you could run a class on each of these three or you could, if it's a very basic level, then maybe they only want - they're probably still a bit scared so move them up to something a little bit less personal, maybe design a gift pack or maybe it's a phone call. If your business is younger and you're just starting out, making a phone call, but you wouldn't know what kind of conversation to have, you wouldn't know where you can direct them and while you're starting out, how you're going to (39.28) with them and where that you think they could grow into. It could be – so at the moment, our (39.33) to conversions when they opt in is a gift pack that leads to a phone call, a webinar or an event. And each of them is a different level of commitment that you would need to take, right? So it's easier to opt in for a gift pack because you're getting something, you're not giving away all that much. It's a little bit more scary to come to a webinar class if you have to make a

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time commitment, you have to speak to a real person, which can be that little bit more scary, or you can go to an event and that's, again, a much bigger time commitment, sometimes a money commitment as well and you're in the presence of someone. And, again, that will help you further qualify your lead. And then from there, based on those classes - what we do from the webinar, and, again, this depends on which level they're at, if you're looking at someone who's Ultimate You, maybe they have to prove things. They probably are a spiral level three or four and they want to prove themselves. They want to get out there and be the best that they can be or there's a bit of a D energy around it. So one of the things that we found worked really well with that type is send them to application. So send them to probably – you know, qualify (40.47), making it a little bit harder to get a little bit more commitment from them. But if you're looking at someone who's at the very basic level, the Life On Your Terms level and they're just starting out, Application will probably be too scary for them and it might turn them off. What they might prefer is a call where you actually get to know them a little bit, get to know what their goals and their dreams and their desires are. So you can kind of see if you have that journey in life for your market and for what they could grow into, with each person using the content, you can see where they're starting out and how you could move them through that journey as they grow. And each one of those programs, you're moving to the next step as well. So, for example, at the prac level, you get the basic - for you to get maybe your first client, to start working as a coach and you probably can grow yourself a little bit more. And then it moves to advanced to master to pro coach and at that level, you're now getting advanced mentoring from the team here at TCI and you're getting tools and things to help you grow your business. It's not necessarily about growing yourself any more, you've done that, you've got that. You know who you are now, you know what you want, you know where you're going. You've got successes and you know what you want to move towards and it's now – it's not bigger, it's now something more important than that. So that's the journey for them. It can be a bit nitty-gritty to go into the technical of this because it is very, very technical. Diego, if you click over to the second to last tab, you start looking at what some of the stats around a particular Facebook ad. So, again, before when we were talking about the brand and within the brand are the different products and in each part there'll be different funnels. Within each funnel, there'll be different campaigns. Within each campaign, there'll be lead generation, content marketing, brand promise, all of that stuff. So this is lead generation. Within lead generation, there'll be Facebook, Adwords, organic. Within Facebook, there'll be an advert set. Within advert set, there'll be an ad. So what you're looking at now is going down all those levels into what an ad looks like and, again, all this – because there's a lot to just that one step of the process. So you'd want to start out doing step-bystep, carrying things one at a time. And I think there's a – if there isn't, then I'll make sure that there is a section around pay-per-click advertising and Facebook advertising in the module eight for Pro Coaches because I think it's been a really – it's made a huge difference for us because you can target – again, marketing is moving towards having meaningful conversations with your market and with face marketing because you can target them so closely that it becomes – you can have the exact conversation with the exact person that you want.

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At the moment, our most successful targeting has been based on the level of similarity with our existing students. So we're actually using you guys as the benchmark for who we want and we have a list of all your names and your likes and your emails and all that and what basically we tell is who are people who are within 1%, 2%, 5%, 10% who are like these people. Is that the look-alike audience?

Yeah, it's the look-alike audience, yeah. So you can target based on – what we were doing also before is targeting based on authors, so what kind of books they like, what kind of programs they're a part of, what kind of famous person they follow, what kind of job they have, what kind of boots they like. You can go to any level within that so, again, that's one example of going right down really, really deep into it. And one thing that we do do here is – if any of you guys are pro coaches in the room, if you're looking to set up one of these, just give us a call, we can walk you through the detail of what are best practices around this and how do we go through it. This is a little bit too much to cover, especially if you don't have experience with working with pay-per-click advertising before. That's like a whole course in itself. What other questions do you guys have? What else do you want to know about how it can add value? I love the way that you've broken it down because, well, there's a lot of new people in the room who don't have any sort of marketing background at all, perhaps I might be one of them. What I'm hearing you say is that even though it's all complex and it's beautiful and your spreadsheet and all that stuff, and it really is a matter of step-by-step and following that model and it doesn't really matter if you're looking at this sort of scale to get you up or down, or if you're looking at this sort of scale, the concept's the same. Ultimately, you're looking at a pattern of behaviour, really. You're looking at that pattern of starting with the ad part, really getting clear on that, and then following the steps, whatever, because you can do all that real small, can't you, all those things very small?

Yeah, exactly. Absolutely. I think that's what's so brilliant about this model is that it's kind of the meta pattern for you to keep in mind as you go through doing any of these little things. So if you keep in mind the fact who you are, who you want to work with, who your market is and then you keep in mind have you added value to them, how do you build a relationship with them, what kind of conversations are you having with them. And then if you continue to think about what's the journey that you want to have with them, where do you want to grow them to, where they can move to. If you keep in mind those things, you can start with just one campaign, one product, one funnel. Yeah, and then branch off from there.

And then branch off from there, exactly, yeah. And then keep those real small relationships which will then go-----

And they will grow up, yeah. It's kind of the same principles that apply no matter what funnels you're doing and what relationships you're building. Yeah. Yeah, it's really – it's a really good way to see it and to explain it and that you've done – what a really good job you've done in this room.

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Yeah.

I get very awkward around a class. And you have got the time for a new class.

Yes. You're saying that you're now using the students as a target market. What are you putting into us to actually tap into that? So how have you identified that? You're saying the actual market is an ad campaign, what are you putting in under interests and what not?

So with that, what we're doing is based on what your interests are. So then we don't input the interests ourselves. For example, if we have an event and we have 1000 people registered to be a part of that event, if we're running that event again, what we do is get that list for 1000 people who have registered and target based on that. So Facebook would – if you have a Facebook profile, then Facebook will have that data. It's scary. Yeah, but we're actually setting up a target audience for the add and you're saying that you're putting in-----

Yeah, so you would upload a list of who are those 1000 people and it would just automatically target based on that. Wow.

Yeah. [Indistinct comments] Because that way we will like it and it'll give you sort of – like, we will help (49.21) and then it goes our – yeah, I love that.

And we get to bring more people like you guys into the community as well, which is just kind of----Reaching out.

Yeah. (49.29) movement we're talking about.

Yeah, yeah, exactly. I love how little lead generation you actually need to do. You have to do everything else first and build the – like, the Know Yourself, Know Your Avatar and all that stuff before you start lead generation.

Yeah, absolutely. A lot of people don't realise that you have to have that otherwise you're driving them to (49.54).

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Yeah, absolutely, absolutely. In all of the marketing conversations, all the market impressions we ever had here from students who've just started out in prac to some of the pro coach management conversations I've had to sometimes speaking to some of these clients, our very first question is who are you and who's your avatar, who's your market. And most of the time – it's interesting because you think you know who you are, you think you know who your business is but when you sit down and you really think about it and you really flesh it out and get to really know that person, it's an entirely different – you get to an entirely different level. I think I shared this with some of you before but we literally - we sat down before and had a conversation about what would Jacqui name her kids. And we had a full debate about what would Jacqui name her kids. Really?

Yeah. Do you want to guess?

I guess we're looking toward Tim and Matt. Okay, and Liam?

There was argument that Tim and Matt were not original enough for Jacqui. Like Elaura, E-l.

Elaura. And then the Irish, of course, Eilish, E-i-l-i-s-h.

Eilish. Okay. We wouldn't know that. We did think that it would have to be something not too popular. It had to be slightly – but also not too risky, so nothing like-----Careful. Apple. Gwyneth Paltrow named her baby Apple. Really? Yes.

[General conversation] Just to go back to that whole avatar thing, I think we actually had to do that exercise with Sharon. It was hard for me. I didn't necessarily understand exactly why – not why, I got a why but I didn't get a why so I actually started reading up a little bit about avatars, what's the point of them, and I love what you've just said. First of all, hearing you talk about it so naturally and you're not actually sounding like a crazy person because you're talking about an imaginary thing and I love the way it is right for to do. I

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also love the idea of growing with your avatar, like you grow with Harry Potter in the books, in the series, and ultimately in long-term business, you want to be growing with your avatar and maturing with them, like you say, and I love that concept of really using that to – for vision. That's what spoke to me.

Yeah. Absolutely. And the thing with that might be exactly how do you go about constructing your avatar as well. So that would be the first thing that I'd do. I'd go home, sit down, replay day one with that template out and just go back over and over and write out – and with each reiteration, add a different detail, add another little detail or change up a little thing and see what feels right. Because the way that we write our marketing, we're not talking to a market, we're talking to Jacqui. And, in fact, when – me and Carl do this all the time, it's like, “No, Jacqui would not like that.” Or we would say, “You know what? I think we've gone too far. I think that's too fluffy for Jacqui. She would think that we're a bunch of wusses.” Or we would say, “You know, that's a little bit too square for Jacqui, she's not ready for that.” And we would literally talk like that and I only now just really realise that that might sound a little bit crazy. It makes perfect sense. It like an imaginary friend that you're having a [indistinct]. So that's Phyllis, she's sitting around with us. I get why.

Yeah, yeah. And there'll be an amazing shift in your marketing and how your market responds as well because, especially in this day and age, we want to feel like we matter and we want to feel like we're unique and that whoever the business is that we're in touch with, that they actually care about us an an individual. And changing that little thing in the marketing will change how your market interacts with you because then it's not about – it's not this kind of figure that we're building or this name, it's a real person and a human connection is more powerful than anything, for you to bring someone into your business and into your community, yeah. I think you had a question? How far forward, when you're thinking about Jacqui, do you allow yourself to go in terms of growth, so in a timeline?

That's a good question. I think we have a very close relationship with the community and the attitude is we've got a Facebook with you guys where you're always there, you're sharing the wins, you're sharing your successes or your challenges. There's a WOW team who take calls. Every day their whole job is to speak with you guys and see how they can support you and that helps us give a really great idea of where the community's at and what kind of challenges they're facing and what kind of – where are they growing to next and that's how we design the next level. So checking in on a trusted basis.

Yeah, yeah. And I think, again, it comes back to knowing your market so well that you can kind of see that journey and that growth a little. So, for us, you always have to be – is it – do you use spiral level SB?

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I'm going to get to it this afternoon. Yeah, you know your Meta 2, guys, I do a whole couple of segments in Meta 2 but I'll touch on it here for, like, only 15 minutes. That's all we've got time for.

Yeah, in terms of what level you need to be at and where to lead your market and what level your market would need to be at. So as the community grows, we grow as well. That's a journey you have alongside each other, yeah. Well, the people that grow out of Jacqui, they've graduated and left the market or gone on their own, do you keep in touch or do you have different programs for them?

Yeah, absolutely. So whenever there's a new offer, a new program, we always reach out to our graduates and anyone who's been a part of community. I know many people, mainly graduates, who refer students to us still very much stay a part of the community and, yeah, we'll definitely keep in touch with them whenever there's an opportunity for them to be a part of. Just so you know, guys, one thing I'll touch on that Glam didn't mention, we have a program called Masters Academy and some of you have heard of it, some of you don't need to but, yeah. But we have a huge number of our students who, when their membership with us expires, just roll over into Masters Academy so they can just stay part of the community. So we have huge number of people who, if we take the time to ask them, just say, “Yeah, of course I want to stay.” So a lot of people never graduate. They never do their assessments, which is another story but they just stay for years and years and years and just keep staying in their membership and coming along. We've got people who've been at Masters Academy for years now and no intention of graduating. They just want to hang out. Who could it be? Let's say you've got the avatar defined, you know where you want to go and you've got a few potential ways you could go with it which you're equally aspiring to, would you have any tips on perhaps just testing that out. Anything around that will be helpful.

Yeah, absolutely. So it's definitely a challenge that people constantly struggle with in dreams, that there's too many great ideas and not enough hours in the day. So one really great way is to create content around it. So if you start out with really valuable content, that's published on a platform that you already have and then see whether or not the market responds to that or what gets more of a response. So, first of all, it will be valuable to your market no matter what anyway. It's free data, it's pretty much free data mining. Another really great tool is to look at Google trends. So I'm sure if you google Google trends, it'll come up. It tells you what are the search trends or what are the trending topics over – it can be over a period of a month, a decade. I think it goes back as far as several decades or a hundred years since Google existed, the internet existed. And it will tell you what kind of topics are trending and what are people caring about and that will also kind of be another good guidance.

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Also tools like Busting Low and all the content marketing tools will tell you what kind of message might work. And then if you're getting great responses for that and you want to trial it, run a short funnel or run a short campaign. So maybe do a webinar class on each of those and see what works and what doesn't work. Again, it's got to be great content either way. So you can always record the class and use it as free content for your market or free content as part of your program later on and we do that all the time. If there's a great idea or a great topic or something that a student asks that we think is brilliant, we run a class on it and we record it and we use it later on so it's going to be a win-win either way. How long in advance do you plan your content and how do you go about actually planning your content for, like, a campaign like this?

For a campaign like this? So it starts as you're walking in I'm saying, “Hey, wouldn't it be great if we do this?” and we generally have something by the end of the day, I think. It actually varies quite a lot. So, for example, I know Pro Coach was probably the culmination of years and years and years of work and experiences and topics and what's working and what's not and building that content and that manual. That takes us – it's taken us, I think, months and – well, it's taken years to kind of put all that together and then it will take months for a team to make sure that everything is right in a logical order, it's easier to understand, put together and then Sian will be doing the recording. So something like that, for example, takes a lot and takes a long time for us to plan and put together. And then there could be things that are just a great idea that we want to try in which case it will be that hour, that day, that week depending on what else is going on. And it'll be a matter of – because one of the things that we're very passionate about is we don't want logistics or excuses or any of the boring stuff to stand in the way of great ideas. So we always put great ideas first and if it's a great idea, we'll make sure that we'll put in our all to make it happen and see whether or not that comes to anything because - I think SB shared on day one around you're making 20 decisions in one day as opposed to 20 decisions over a period of two years, yeah, there'll be many mistakes. And we've done campaigns that were complete flops. And, for example, once we put together – it was called Introductory to Coaching Course and it was the most brilliant----Beautiful.

It was so lovely, it was so good but nobody wanted it. Well, everybody wanted it but it was all that they wanted because it was too much. So we put together this brilliant introductory course with the best classes and audios and the best manuals and books and all this brilliant stuff, beautifully laid out, and we were giving it as an opt-in for free and people can – they can sign up and be part of this introductory course straight away. But because there was so much content there that was so good that people would---That they'd use.

Yeah, people would think that, ah, I'll come back and do this later. Yeah.

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And the thing with any (1.02.33) map that you create or any offering that you create, it needs to be consumable, it needs to give them a small win straight away and it should be five 10 minutes snippets, like something that they could consume in five 10-minute sittings at a time. And each time should give them a small win. It's not like they can go on and do straight away and get a little win from it. So, for example, if we were to run a class around your success around, let's say – the class would be something like one small chunk of Building Rapport that would tell them, for example, that – or a certain language. In fact, one of the most popular ones is probably around negative language. So instead of saying no problem, saying, “That's brilliant,” or “Awesome,” or something like that, or “You're very, very welcome.” That little thing alone could give them a win because it could change a conversation they would have or it could help improve a relationship they have or they could start noticing the difference straight away. Those are the best lead (1.03.29). So it ultimate failed because it was too much, it was something that took them too much time to sit down and go through everything and it was too much for them to go out and implement straight way and they're not ready for that. They would need to probably grow a little bit more before they could sit down and consume all of that because that was more like something that a student would do, you guys. If you're given a goal, you would sit down and study it and then go through and see how you can put it into your business and things like that. But for someone who's – for a really young Jacqui, she would just, “Damn, I'll come to this later, I've got to go pick up my kids,” and then life would get in the way again. Yeah. What else can I help with? Is there anything else while I'm here that I could help you guys answer or anything? Can I ask you a question? I don't know, is it appropriate to have but being 23 and such an impressive person, what's next for you?

What's next for me? Well, actually, it's really interesting. I know one of my personal goals is to have a directly (1.04.38) quality of life of at least a million people by the time I'm 30. And, coincidentally, one of the missions for your success is to have a million members worldwide by 2020, which time I'll be 29. [Applause]. I had a question about the – I'm curious to know about the customer, position of your customer, that we're looking at before we think about Facebook in terms of numbers, the investment we're looking at. What was the question, Glam?

The question was the cost acquisition for Facebook leads if you wanted to start Facebook advertising. That is a very subjective question because it depends on a lot of different variables. I think we'll definitely put together a module around this for our Pro Coaches around how to construct and optimise a Facebook campaign. Instead of the basics of it, what your cost per lead will depend on is how good is your targeting, how valuable your leads find the content that you're offering. So, for example, what Facebook's introduced is an ad score. So they score your ad based on are you getting a lot of negative feedback, are a lot of people hiding your app, they don't want to see it, which means that your offer isn't valuable or isn't relevant to your market. They would penalise if you go to the landing page and people click off straight away. So it's called bass rate. So if people go to your landing

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page and they don't stay on the page. So in terms of optimising your cost per acquisition, it could vary a lot. So if you've got your targeting wrong, if you got your offer wrong or if your landing page isn't relevant, your cost could sky rocket because Facebook would penalise you for that. It needs to keep its audience. But if you get a really high ad score, then your ad costs will be a lot less. We're also finding that, for example, for us to get direct leads from advertising straight to an offer, so where you're asking people for details to you give them something valuable, the cost could be anywhere, $10, $20, $30 depending on what the offer is. But if you're sending people to content, to a really valuable blog, and then remarket, the cost of sending people to valuable content is in the cents. So you're talking about a hundred times difference between sending someone to valuable content and sending them to an optin straight away. So what you want to do is create â&#x20AC;&#x201C; and, again, it'll help you target them so much better because the first time let's you know what content they're looking at. The second time that you market to them, you'll be able to make sure that that ad is relevant to that audience and that what's on the landing page is what they want to look at, which means that they won't hide your ad as much, they won't give negative feedback or they won't back away from landing pages fast so write (1.07.51) blogs. The other thing to remember is Facebook, whilst it needs advertising to have a share price, the only way it gets to have advertising is if it has great users and the only way to have great users looking at ads is to keep the users happy. So they care a lot more about user experience and satisfaction than you wanting to be a marketer. So you wanting to advertise on Facebook doesn't mean to say they'll let you in because they have to have a billion plus users to have a market place to advertise to. So they'll ban you for life if you take advantage of Facebook's guidelines and advertise in a way that I don't think is cool. Because remember, it's all about user experience. If Facebook's â&#x20AC;&#x201C; if the next big social platform, Yeahbut, that hasn't been invented yet, solves these problems, all the users move to Yeahbut, Facebook now a desert like My Space is, no advertising, they go broke so they have to protect the users and that's why the ad quality score is so important and why Facebook cares so much that you're doing cool stuff.

Facebook's a tough guy to play with. But they'll message you, too, and warn you pretty quickly if they think you've stepped outside the guidelines. They pretty well stopped warnings. Now they just dump your ad or they dump your account and ban you for life. Wow. They've gone hardcore. They're giving a lot more information these days about how to word that whereas Google never does but there's a lot of forums I'm on just got banned again, just got banned for life, just got banned for life, in Facebook hell. And that's what they post, that's the standard hash tag, in Facebook hell, because advertisers are getting banned for life and having to start new accounts from scratch. That isn't to put you off, it's to let you know what Facebook cares about. They care about the user so the advertiser has to keep the user happy. And that's why what Glam's saying is so important. Write great content because if they click on an ad and they just get sold stuff, Facebook's kicking you out of there.

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And that's part of why, when you share something and lots and lots of people like it, then they say this post is working so much percent more than everything else. That no longer matters anymore. This is advertising not likes. They've changed the algorithm now. Getting likes, unfortunately – Glam, am I right?

Yeah. It doesn't mean as much. It doesn't mean anything.

So one of the key rules that Facebook changes – if you get liked, if somebody likes the page or brand or business, that they will see your content. So when people start a session, it means that what people start doing is free advertising because if they've seen any content, they'll put offer in just a normal kind of post that they do so now Facebook will stop that as well. So just because somebody likes your page doesn't necessarily mean that they're seeing your content anymore. They'll be seeing what they care about. They'll be seeing what they indicate that they like and if they keep hiding your content, they'll stop seeing your content at all. So, again, the message always is deliver great value, deliver great content, deliver great value and it comes back to the relationship. If you have a relationship with them, nothing else really matters. Again, that principle will apply to that as well. Yep, I think you had your hand up, Kirsten, and I can't see you. A landing page, what do you use as a landing page? Do you define your own or do you use lead pages on (1.11.20)?

Yeah. We have three different tools that we're using and we've just trialled a new one that's very exciting but I don't know exactly how it works, whether or not it works well yet so I'll update you guys on the stats of it. But we build customised pages on our website and platform. We've used Optimised Press before on the Wordpress platform for landing pages. And one of the tools that we've recently started using is Bounce.com, I think, and Bounce pages. The risk with that is some pages have – some third-party land pages have gotten kicked again by things like Facebook because it was too sales-y. So, again, we're testing all those to see what works and what works better and what doesn't work. But the advantage of Unbounce is that it's customised to a landing page and you can build landing pages without needing, you know, web developers or designers. It's just drag and drop on a page. You can very easily create split tests and track conversion through different versions of your split tests. So it's really, I think, two clicks of a button to create a split test whereas it used to take the same amount of time to build another landing page again so that was cool. You're not using Lead Pages?

We're not using Lead Pages. And we won't use lead pages until they've solved their problem. Don't use Lead Pages and I'll let you know when you can. That's all you need to know. I'll let you know when that light's back on.

Yeah. What is a split list?

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What is a split test? Yeah. We covered that in my session.

So a split test is when-----We've done this.

Sorry? Mary, we did what a split test is in the previous section. Do you remember? I said if you split test, you change your headline and you change your colour? Yep. Was that maybe before I got here this morning? You weren't here. Okay, you missed out. It's all right, I've got the video. Yeah.

I'm sure you can go home and watch those over. Well, I know another thing we share a lot as well is just the results of what split test we're doing or a cool new thing that we find. If you guys are in the (1.13.23) push groups, you'll see threads popping up all the time around, hey, we're doing this cool thing, check it out. Or you're just visiting for people. Don't do that.

Yes? That's a fantastic presentation. Thank you so much. Yeah. I had a question for you just on the landing pages. Do you think that there's a trade-off with your SEO, if you're driving all the traffic to your landing page that you could potentially be reducing your SEO effectiveness, essentially missing out on that traffic on your------

Yeah, yeah. Yes and no. So, for example, if you're using any third-party tool, make sure that it's going back to your URL, so make sure that you're using the custom-built name. So, for example, all of our Unbounce landing pages aren't hosted on the Unbounce server, they're on our URL, they're on our domain, which doesn't affect our SEO. But most of the time, landing pages don't wreck for SEO anyway because it's just an advertising tool so people will find it in Google Apps and stuff like that. The things that rank through your SEO will be more organic content, so valuable content on your website. It will be â&#x20AC;&#x201C; judicially, it used to be informational pages, so pages about your programs, pages about who you are or your home page, and your home page is still the key one. More and more it's actually becoming

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the blog content that you're writing because – and you have so much more flexibility with that as well because, again, it can be a direct mash of what people are searching for you can change the topic of that a lot better towards becoming less about the informational pages, like, these are my programs. The people don't necessarily care about your programs as much as five ways to become a pro coach. So on that, then – thank you, that was really helpful – would you suggest – I've noticed some brands have their blog on a separate tab whereas other brands, probably more in this industry, it's more on the home page. So would you recommend then, for SEO, you're definitely better off having it on your home page?

Yeah, absolutely. So another reason for having blogs or links to blogs on your home page is it makes people stay because it's giving them valuable content or what they actually care about which means that if they come to your page, they get to know who you are but then they'll click – they want to click and read more of what it is that you're talking about if they see a headline that catches them. So imagine if you go to the home page and you see – so at the moment – in fact, this is one of the things that changed our stats, and I think I shared this in the Pro Coach group a couple of weeks back. One of the key changes we made to our home page that changed our bass rate from, I think, 60 or 70, which is industry standard, down to about 50% was when we changed - the home page used to have banners of different things that you – cool things that you could do with things that are going on. And it goes become a life coach and there's information about why you want to become a life coach. And then it talks about who we are at The Coach Institute. What we've done is we've added on top of that the latest blog post, and that week it happened to be we've got a really cool gift package from Brian Tracy with signed books from Brian himself or members of the team. So in your fun, little quirky video of the whole team and you're opening up the present and running around the office and saying, “Oh my God,” and Brian Tracy's (1.16.44) around my book and that changed the bass rate of the home page drastically because it was interesting. It was interesting. It's like people want to know about it. And so what we're doing now is we're constantly putting blogs at the top of the home page instead because rather than telling you about who we are, we'd rather tell you about things that you care about and that gives you a reason to stay. Yep? I'm learning so much, it's totally awesome so thanks, Glam, you've been great.

That's okay. I'm really curious about – say I have my own blog and I set that up and I do awesome content, the affiliated link between – I can see the third link between your success and the blog and the webinar and how that all ties together because what you want for your clients is a congruent step-through where it's kind of part of you. Can you talk a bit more about how that syncs together? Great question.

So in terms of affiliate relationships, these are resource as well around what kind of language you could use and what kind of market it is and then tell that to your market. So in term of for you on your website what works best is if you have a great content blog, an opt-in at the bottom of it, just a subtle one, that gives them something to – if they want to know more. And then an initial core conversation

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that sends them to the affiliate page and the purchase page. So once you've had, say, one or two touch points with them after that, you would then make the offer for them to be a part of Pure Success and that's when you send the link. What we'll also be doing for all of your success affiliates is we'll be creating resources, better ads, affiliate-exclusive offers that only you guys have to help you drive traffic and to help you convert as well. So we'll be sending you cool banner ads you can use in your site or cool content or things like that, Yeah. I read an article somewhere, I can't remember where, about the websites and the future of the websites. They say particularly your generation is more into apps because everybody has phones or iPads and that basically the life of the website in the next, I don't know, five years is almost going to be redundant. What's your research on that, if I can ask?

Yeah. It'll be interesting to see how it grows. At the moment, an app is a later part of (1.19.18), so that's why you're having valuable conversations with them, because they already know who you are and it's a way for you to get into their life and be part of the daily interaction. It's not part of the lead generation and the content marketing. So it's kind of a later step. So when you first build a relationship – because two things that people will always do is they will always want to search for information, they will always be searching for information. And the place where they'll be searching for information will be the web where information is congregated. The disadvantage of an app is that it's a standalone unit, it's not a congregation, necessarily, of – unless it happens on a platform for congregation, so like a Facebook app or Uber where it's a platform to congregate whatever topic it is that people are interested in, it will not perform the same function as web search. So web search is an information tool and what you're doing there you want to provide the most valuable information to the market, to your market, to whoever's searching for the information that you're an expert in or that you know you have a great story or a great product in, that you know you can serve them the best. And then if you're thinking of developing an app and maybe that's oneway for you to build a relationship with them. What if we had app, Glam – I've just thought of an idea – what if we had an app, a platform, for everybody who's a coach from any different school or school of thought around the world and it was a discussion platform to replace Facebook for our world.

Yeah, so coaching-specific. That would be really cool. So coaching, consulting, facilitation, that world. It'd be like a million people and-----

Find a coach and – yeah, having coaching conversations and coaching content. I'll send you an invoice later, Sian. What do you reckon? That's a good idea, yeah?

Yeah. We're still capable of them.

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Share it. What do you reckon, Glam?

Mmm, that'd be really cool. Yeah. Platforms is the way to wealth. Mmm, it is. Yeah. Platforms is the ultimate business model. Yeah, the utility usually. Yep, the tollbooth. You want to be the tollbooth that everybody's going to come through. Can you already do that on LinkedIn?

Yes. But that their platform, I'm saying you build a platform that's only on that topic. Yeah. (1.21.51) the level that you want to go to, I think you can start off on LinkedIn and-----

You could potentially. I guess a unique selling point there would immediately be that if you're a coach, then a conversation that you could have or the relationship you could have would be more valuable if you go to a coaching platform than it is to go to a LinkedIn platform. So, I guess, you can see how that also applies to that level as well. And that's how it happens. Yeah.

Yeah. I'm already seeing the gold logo.

Yeah, popping up. And a part of what we'd be doing – I think our very first try at an app would be for an Epic Fest event coming up in September, I think. Have you guys – I don't know if (1.22.32) yet. You can.

But, yeah, what we're planning to do there is an Epic personal development and personal growth and human potential event, We're bringing in experts from all around the world for it to be the definitive personal growth event of Australia. So that'll probably be the first time we try our hands at an event app. Can we talk about the line up yet?

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Yes. You can. You'll be the first ever to say it. Tell us. Tell us. Do we have a pre-defined app for the Epic Fest Event? We do. Yes, we do. You're not going to tell her, are you? Go on, you do it. Someone's got to tell us. Well, maybe you guys should come and then you'll find out. Anyway.

Anyway, I think----Any other questions?

Any other questions? Yes. I personally thank you so much for such a-----Yes, yes. And I think you nailed it. From my perspective, it was so interesting personally so thank you for that. My question is around Facebook, and you mentioned before, is there any area of it – I'm so much familiar with Facebook but I have it now but in terms of are there any terms and conditions where you can actually have a look at it and see what's acceptable or what's not acceptable and how we actually advertise on Facebook? Yeah.

Yeah. So what she's asking about is if there's any terms and conditions around how you can advertise on Facebook, so if they have any guidelines around your Facebook advertising. They do. They have a very brief ad guideline, I think, and then they have a full er version in terms of conditions. But it will tell you what you can't do. They'll tell you the minimum of what you can't do. It doesn't necessarily – so it's definitely a very good balance to stick by and make sure that's what you do. It's not as useful for what would make a great ad. So it tells you what will be a terrible ad that you should not do, that will get you kicked off, but it'll tell you as much about what would make a really brilliant app. That would pretty much be – it'll pretty much come from knowing your market and having a really great offer and then just testing it and seeing what ad you're getting rates for and what ad isn't and make sure you're monitoring, keeping a close eye on it. But in terms of the style, there's an outline on Facebook pages, google Facebook advertising outlines or I can send you a link.

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That'd be great. Thank you. Yes, just one question. It's a bit more about the content rather than (1.25.17), as I am. Are you better to share from your blog to Facebook than put a link in Facebook back to your blog? Is there a difference in tracking?

Yep. So say that again, are you better to share your----So if I do my blog and I can share from my blog to Facebook, to my Facebook page, am I better to go that way or am I better to write it all up in Hootsuite and get it to all come out in the shared blog and then have them come back to the blog? Is there a difference?

Yeah. Always have things on your website and your domain because there's a whole suite of benefits to that. So it means that you owe the audience. So once they get to your site, they have a relationship with you as opposed to just with Facebook. They get to know you better. You can then also direct them towards other interesting things that they would want to interact with. So, again, to build more interaction with you and also help your ranking, helps you with your SEO and all the stuff as well because you want to make sure that it's a relationship with you and it's not just something that they scroll past Facebook and find. So that can be the beginning of a relationship. You always want that relationship to ultimately end up with being a part of your community and the medium for that is being on your website, interacting with your content, interacting with your emails, with who you are. Thank you. I'm really green here, what does SEO stand for?

So SEO is search engine optimisation. Of course it is.

I'm sorry, I've been throwing jargons around. Let me know if you've got any other ones. [Applause] How incredible was that? Fantastic. So what are the highlights, the what-the's, the 'I don't get it's or 'that's incredible's? How important it is to do a blog and where the blog needs to start. Got that. Who'd like to learn that? Yep. Love it, excellent. What else? The absolute mapped out funnel of how it's going to happen, where the leads come in and what each lead is about.

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We're going to get you on a webinar on that because I think we're going to need to have that one again. What do you reckon, a bit more depth? Yeah, yeah. Her knowledge. Her knowledge, yeah. And who took away wow? Wow. Yeah. Has Elysium been you since she was 13? The question was where did you start in the company when you joined us?

It's actually a funny story. I started as a marketing assistant, I think. I think I came in stuffing envelopes and---Stuffing envelopes and you're the administrator?

Yeah, and proofing documents. Fabulous. Excellent use of your brain.

It had to be. I redesigned the very first thing I proofread. Anything else? What else? Yeah? I was blown away by the line up for the upcoming event. Loved that, absolutely. Lots of people can't wait. What else? I really loved that you can actually dump a whole list into (1.29.00). I didn't know you could do that and that's got all my interest, that's awesome. Great, yep. Yeah, there's most difference when you take it on Facebook and the ads to the content versus – that was like, woah, I didn't know that. Yeah, yeah. Anything else? I was amazed that she's not only knowing more about marketing and life coaching actually. So what she just whispered, “I'm amazed that she knows so much about marketing and about coaching.” Yeah.

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I agree with you. To have proofread every single manual the whole company has and not corrected the spelling, yeah. One I got was it was really more about how to cultivate and also to maintain the relationship with in terms of – how to manage the relationship with the client from the very first point of contact. Great. And how do we maintain ways - managing that direction through to your website, like with the blogs for example and that kind of thing. Great. Yeah, I think Glam's strength, (1.30.04) we're a good team is I'm very much the psychology and I brought that to the company. Glam converts the psychology into reality and that helps. And I definitely (1.30.14) my strength and Glam's (1.30.15) in her strength and that's how it works, I think. Yeah? I love the relationship you guys have with Jacqui, just the way you (1.30.22) “What would Jacqui say right now?” I love that. I'm going to totally implement that right now. And what do you guys need to be obsessed about from this moment forth?

[Indistinct response] Your market, be obsessed about others. You can't be obsessed about yourself, how am I doing, I'm okay, will I be okay, you've got to be obsessed about is your market going to be okay and how can you help them be okay? All the conversations in Pro Coach have got to be about them not about ourselves. Any time our company struggles or is not feeling like we're on song to the culture is because we start talking about ourselves, isn't it?

Yeah, yeah. It's when we muck up or someone's not supported us or someone's not living the values or we're having to repeat ourselves. Whenever we get dysfunctional, we stop thinking about what actually matters. And I love what you say on your CD, go and sell to yourself with that point. Go and sell to yourself, do I say that? That sounds really bad. I don't think I'd say that. You said it on I think it was the Selling From the Stage, that if you're going to make it about you, go and sell to yourself. Exactly, yeah. Go and buy your own stuff. You've can't make it all about you guys. And seeing the fit of Facebook and what they're demanding and we're a billion dollar company and we're this. It's like the more the more we've got to know this and that or this, Facebook's going to avoid that.

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Yes. Keep in mind the window is only for the next 18 months to two years. Facebook's going to get tougher, more expensive and knock out all the lower levels because it's too hard to manage all those accounts. It's easier just to manage billion dollar Facebook accounts. They just want brand advertisers. Their preference is just to push advertising the big names using brand advertising. They're not into an ad that leads to an opt-in. They want to get rid of those accounts. They've dumped 100,000 accounts in a week about a month ago because they just don't want to deal with affiliate markets, the same as Google did. Google's kicked off every affiliate marketer who just does a tacky landing page, get your stuff if you give me an opt-in. You've got to be so much classier about that. So (1.32.33) accountability. Yeah. I actually think it really suits how we all want to run, I really do. It's not just can I get your details, it's do you love this, do you love how we write, well, if you do, let's do more together. I think that's much cooler marketing anyway. We're going to have a break if that's okay. It's 20-past something - the light's weird. Two. Twenty-past 2.00. So we'll back at about quarter-to 3.00. Glam, could we invite you to be down the back of the room for any questions or follow-ups and for the group hug. I know you're looking forward to that. That was an awkward laugh, wasn't it? Can I ask that you just make a huge effort to thank this very busy person?

[Applause] Thanks, everybody.

[End of Recording] [1.33.43]

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DAY 3 – SECTION 3 So we bought some flowers.

Yay. And they’re so big that I got someone to help me hold them.

What are you saying? Empower them.

Thank you. So has everyone heard that WOW matters thing we do?

[AGREEMENT] The hashtag.

Yes. Yes. Yeah. Are you loving it? [AGREEMENT] My favourite thing is when we inspire someone else to do it and they do their own little cool thing.

Yeah. Yeah. It’s sometimes like the smallest little things that make the biggest differences as well, but we like to do big things. So this person we absolutely love, she’s a wonderful, wonderful person. She’s in the leadership and business space and her clients absolutely love her. She’s a pro-coach. She’s a metafacilitator. She’s also an affiliate dealer – she works with her School of Affiliates through constructive leadership and ultimate influence, and we absolutely love doing business with her. She’s a golden person. Sue MacKenzie. [APPLAUSE AND CHEERING] Thank you. And you thought I was just holding the flowers. [LAUGHTER] Seriously, I did. I was like, who am I going to give them to.

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[LAUGHTER] So when you do special things for the people that you care about – and also think about this for your clients - when you do little special things for them, get them to share it, because it’s creating a community of people who are focusing on others. And it’s beautiful. Well said. Thanks for that. Fantastic. [APPLAUSE] Well done. Yes?

I really care for Sharon, because that’s sort of thing’s not going to work. [AUDIENCE: AWW]

It’s not, because you live in a – see lots of people who wants to get in on the whole power and Sharon kind of thing. So----Oh, he’s trying to be funny?

He wants to be, yeah. You can tell he wants to be. Isn’t that lovely. Aww. How well have you done with Glam? How amazing. [APPLAUSE] Amazing. I’ve produced this, but how well that we do having access to her. [AGREEMENT] I’m sitting back home going I didn’t know that. I didn’t know that. I didn’t know that. No, I knew it all. I’m an expert. An expert at having amazing people around me, I think. [AGREEMENT] So do we have handouts? We’ve haven’t done today’s handouts have we?

Yeah. We’ve had them ready to run though. Could we do them? Because we want to make this manual really think with awesome epic stuff for you.

Absolutely. Is it fun? Oh, and I was going to give it to Deb. Did you give it to Deb before she went?

Oh, yeah. Yeah. She’s sorted.

Has she left?

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Yeah, she left. Did she get the handout?

She did. Great. Thank you. [MUSIC PLAYS DURING HANDING OUT] Has everybody got one? Is everyone clicking yet? I’m going to wait for the clicking. So I’d love you at some point to have a look at the graphic design work that’s been done. It’s all done in different colour codes, framed, it’s incredible. So I produced the work. That’s what I do. I create the OP, but the team it’s incredible the way they’ve done this. So we go to the end of the correction. There is a selfassessment tool that you’ve been provided with. Summary of the 9 steps. Yep. Has everyone got that? [AGREEMENT] That’s an opportunity for you to start again. It’s pretty well every question summarized for you over the three levels. Alright? So if you don’t want to do the whole big thing, once you get better at it, you can just do it in quick categories. So that’s an opportunity to do that as well.

Thank you. Well, it’s actually a very good point. The comment was this would make a good webinar. I agree. This is a perfect presentation. If you have the recordings and you’re on-selling them, the webinar’s pretty well done. It’s those 3 steps, and you present on those 3 steps then you sell the product or you’re approaching services. So that was fun putting that all together on Sunday. Enjoy. So any questions about the pre – what we’ve done so far, before we move into the next segments? Big question? Too big? Yeah?

I’ve just got a question. Where do you put all of that information, especially from what we just talked about before? Where do you put it?

Yeah, like how do you put it somewhere where you can draw on it? I don’t know what you mean.

Well, all of those leads and all of the percentages and all of the numbers and all that sort of stuff, is it just files in your computer or----You’re asking literally where you put it.

Yeah. You ask Glam.

Okay.

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Yeah. Well, Clem and Matt and I are going to do the last hour together as a panel, on ascensions, cross cells, down cells, memberships. And I would ask logistical questions probably not to me.

Okay. I have other roles. Any other question that’s not logistical or in any way tech-y? So if I see anything to do with what Glam said, no. Okay, so any comments or questions about where we’re at so far? Just to help me calibrate where we’re at so I can get into the next - yeah?

Do you have some direction with growth of webinar? When you actually get older and if you get----It’s a great question. I spent probably 12 years now studying – probably longer but even before that – functional human behaviour. So what constitutes a successful human being? Not someone who got stuff or made it, but someone who is feeling happy, fulfilled, functional and on track with their lives. And when you study that, what you start to realise is there are patterns. So the courses are designed around those patterns. Yeah. So in the beginning – you didn’t ask permission for that – who’s recording?

Me. You didn’t ask permission to record in our event. As you’re quite clear, it says no recording. So you can turn it off, that’d be great. Thanks. That’s fine. So in the beginning, we believe most people are low in self-esteem as a generalisation. Please don’t be offended of that. Rock on. But for a lot of people, it’s tough to feel great, and it’s tough to feel I know myself. So the practitioner program is all about introducing you to you. Think about the starter kit. [AGREEMENT] And those baby step classes. Some of those classes to me, I listen to them now and I think oh my God, get on with it, but you need the beginning steps. And the intake weekend is designed – small steps. To me, an intake weekend is like .01% of my volume of knowledge. I can run an intake weekend today having run one in 8 years with my eyes shut, but for many people here it’s like I’ve never heard that before. Yeah? That’s amazing. And then we graduate you through that knowledge path over the 3 years. So you’re spot on. It is about nurturing your growth in the direction of becoming the most functional human being you can become. Yeah. So functionality is being able to have hard conversations and not take it personally. Functionality is being able to say what needs to be said without people getting upset or being sensitive. Functionality really is the egoist-ness of experience. And we notice with a lot of people when they start their journey, oversensitive, highly self-protecting, easily offended, easily put off their game, oh she made me buy it. No one makes you anything. The journey – a lot of our journey in the program is to get to the point of realisation – it was never about you. It couldn’t be about you if you tried to make it about you. One of the things they’re saying, sometimes you’re probably in the mood, I think from India – yell and scream abuse about you personally and it still shouldn’t impact you. That’s the journey. That’s the ultimate growth where – you know, that person has their opinion, but who I am, I know me and I don’t need even an external expert saying it’s different, because I know me and I’m tracking in a direction that’s functional, that’s working, that’s awesome and is on track. There’s a wholeness about me that is not dependent on your view.

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[MURMUR OF AGREEMENT] That’s the journey. And it doesn’t always happen on the first day. So Joe doesn’t really challenge you around that at (11:09)[Integriga]. Would you agree with that? It’s very inclusive. Yes? [AGREEMENT] Advance skills. He asks it a little bit and asks the question – who’s got paying clients?

Yep. Yeah. That’s a fairly D question, if you’re into that kind of thing. I don’t think it’s D at all. I just think it’s a reasonable question to ask people who want to be professional f***ing coaches, but there you go. Apparently it’s very D. You know, you’re shockingly spoken to like a bit of a D. [LAUGHTER] Then, Meta 1. We’re up in the game, but can I share with you not everyone can even handle even one conversation. But we do as much as we can to bring everybody with us and leave no man behind as much as we can, given the time. It’s 55 hour programs, this is cutting down to 5 days now, but as much as we can, to have people realise by then, there’ve been 5 days of pretty advance content but by now if you’re still worrying about you. You’re still self-conscious about the ability to read a f***ing script, you’re still worried about getting it wrong, work on that s***. Because the worry about getting it wrong is the thing that f***s people up. It’s the reason why nobody progresses. You want to know why some of them progress. “Oh, I might get it wrong.” “I’m worried about being judged.” “What will they think of me?” It’s all that bulls*** like I said – I should be able to yell at you and you should be saying “I’m still okay.” Thank you for the gift of me knowing I’m okay. [AGREEMENT] And then I do this. “Grrr.” [LAUGHTER] Well, at least you won’t hit anyone. In training I went “Grr,” and someone went “Ohh.” [LAUGHTER] I don’t have a low tone. So then we get to Meta 2, and it’s definitely about others. The whole 5 days, isn’t it? It’s all about others, serving others. It can’t be about you, and I put you through a series of games where you really get to know how self-conscious you still are or if you’re okay doing things for others – and by Meta 3 which if facilitation – you’re either take care of others or you fail the program. It’s true isn’t it? So the last Meta I think, 5 people weren’t put through. And they have to repeat parts of it because the standard is if you’re still making it about you, it’s still in your head, you’re still selfconscious and worried about this bs - which to me is child-like, infantile kind of stuff – then how can I

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say can you stand by TCI at a facilitator standard to serve, love, nurture, challenge and champion others. Yeah? [AGREEMENT] And then I get to pro-coach, and it’s all of that for 3 years. So great question. Good answer. [AGREEMENT] So there’s a lot of thought put into maturity of the individual. Which reminds me of something else I’d love to say – and we’ve got a lot of people here, and hopefully this part of the video will go out to all pro-coaches – you’re with us for 3 years. Please enjoy 3 years. You’re not going to get what you wish you could get in the time frame in which you want to get it.

Yep. It’s just not possible. This journey has taken me now 12 years, and I’m a pretty good learner. I study like a - ?

Motherf***er. I do. I was studying this morning. I just study. In 12 years, this is where I’ve got to, so maybe could we be kind on ourselves of where we get to in the 3 years together. [AUDIENCE: YES] What do you think? I’m saying to be super-kind. [AUDIENCE: SUPER-KIND] Yeah. Some of you have come in at your intake weekend at pro-coach. Some of the others, I know you’ve been with us for years and pro-coach is obviously the next ascension. You’ve been around long enough. It’s clear isn’t it Deb, this is where you need to be. It’s the way we extend your relationship with us. Of course. But for some of you to come in at this level and to be exposed at this level of thinking, this education that I have paid $350,000 to receive in 12 years to accumulate, I think a little bit of “Holy s***, I’ll leave that til later,” is fine. [AUDIENCE: YEAH] What do you reckon? [AGREEMENT] I’m glad we’ve got the recordings. I’ll keep them up in like 2019. [LAUGHTER] Is that okay? [AGREEMENT]

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Just have that view. All or nothing now is a wasted strategy. It won’t get you there. You’ve got to do the steps. You’ve got to do the yards. You’ve got to learn it to earn it, and you’re not going to get it as rapidly as it might look others are getting it, but they’ve been around for years. You’ve been on a journey Deb, for a long time. You’re going to be at a different level than – you hearing this, probably for like the second or third time then. You’re going to look very comfortable and go why’s she getting up into a knot. Never compare you with getting to somebody else’s middle.

Yep. Never. Fair point?

Yeah, absolutely. You’ve been around for a while. Are you comfortable with this knowledge and you like you’re handling it really well, but if you knew, you might be comparing yourself to her thinking why aren’t I getting it like Di’s getting or Sue or Eva. They’ve been around for a long time. You guys are very comfortable with this message now.

Yep. Yeah. So never give in, in the beginning to somebody else’s middle. Fair call? [AGREEMENT] There is some people in pro-coach – how long have you been doing?

2 years. Yeah. To you this is, of course -?

It was the fourteenth time for some of it, but I’ve heard it the first time, you know, sort of thing? Yeah. Yeah, for some things we’re saying in this training you’re hearing for like the hundredth time.

But I feel like I’ve never heard it before. Yeah. So is that a helpful message? [STRONG AGREEMENT] We have 3 years, which seems like a lifetime to some people, but use, expand – and the other thing I will say is this, if you never look at pro-coach content for your first year, but you just visit us on the Facebook or open the classes every single day or every single week, and just go “I don’t get it, I don’t get it. Oh. No, I don’t get it.” That sounds – “no, I’m wrong, I don’t get it,” – but if you do that for months, eventually you will turn up and you will go “I know that.” [AGREEMENT]

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I know that. It’s all good for a while, and then you look over and “I do know that.” Well, I know of it. I certainly should be doing it. Why aren’t I doing that, I’ll do it a bit later. And you will do that for months. [AGREEMENT] You will do it for months, but the important thing is you will keep coming back to the group, posting dumb posts, asking dumb questions, finding your feet. Nobody is judging you. Where do you think I began? Think about it. Coaching my dog walker hoping she didn’t realise crying in the session by the coach was not appropriate. [LAUGHTER] We had red wine, so we were drunk, so who cares and no one remembers. I’m not kidding. And then in your second year, you’ll visit and you’ll start being a leader and you won’t even notice it. You’ll start making posts and sharing insights or maybe even sooner. There’s no time on this. Anyway, the third year, pro-coach. Did that 2 years ago. It’s easy and I’m going to show you how to do it. You love that? I knew that. I taught that. People pay me for that. But it’s okay that we take time getting there. Let the great unfold, unfold. And I’ll just keep saying, never compare where we’re getting with somebody else’s middle. It’s just useless and if you want to f*** yourself up, compare yourself with someone ahead of you. [AGREEMENT] Cool? [AGREEMENT] Jed (18:43)[Parter] would say “Sage advice, grasshopper.” [AUDIENCE: SAGE ADVICE GRASSHOPPER] What did you hear out of that little message? I’d love to know. Please.

You know what? It’s something that’s been – I’ve been turning my head around, and telling myself that yeah, exactly that. That I must be aware that I am where I’m at in my life, in my circumstances, in my journey, in what my ultimate life purpose is, and that my speed – I’m quite thinking normally and I need to know that – I need to stop thinking about how fast what I’m thinking about has happened. How deep. I’d be less concerned with how fast and more concerned with how deep.

Yeah. I’m much more interested in you connecting with this material deeply at a pace that suits you than thinking “I’ve got it. I’ve got it. Okay, what’s next? What’s next? What’s next?”

Yep, that’s it. With some of these principles, I spend 7-8-9 years immersed in. So what’s your hurry?

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Yeah. No. And you know, I’m a pretty good model, so probably – take your time.

Yep. Yeah. Yes?

What I’ve been really adamant is hearing where I’m going to be in 3 years’ time. I’m actually at a point where I’m so much less about myself and out of my head and I’m more about someone else and supporting someone else. Yep. Yeah. Come along in 3 years’ time when we do this event, and be a speaker, because you’re as obsessed as we are and know how to be obsessed about your market. That would be way more useful than worrying about where you’re not about now. Do you know? Let the journey unfold. Consider that your graduation when you come to be a speaker here. What do you reckon? You have to be as good as Glam. [CROWD RESPONSE] Yeah. 3 years. Don’t do that. That’s 3 years in our business. That’s the journey, when you get obsessed after 3 years, that’s what you have. Geekiness, off the charts. [LAUGHTER] And a great outlet.

Oh, this is a great reflection of you (20:37)[indistinct] Avatar. Mmm. It is.

Right now. It’s happening right now. It’s almost as if we can start journaling ourselves. We forget. We forget that we heard and did not know that. Absolutely. Yeah. Because there’s a lot of conversations you can have now, that 3 days ago you didn’t even know existed as conversation. So kudos for that, but just understand knowledge is not power. It’s the use of knowledge that will transform. So let’s get the usefulness going and then we can pat ourselves on the back for – what do you reckon? So I’m going to introduce you – thank you – to a little bit of this. I’ll tell you the rest of the day, because we are going to finish just before 5:00 because some very special people have shared they need to catch flights and obviously you’ll want to do homes and kumbaya’s for you. [LAUGHTER] Yeah. We’re going to do a kumbaya a bit later, just for you.

I will, yep.

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Yeah, absolutely. I’ll make a note so you can break left. I thought the rest of the day I want to share with you a little bit of the spiral dynamics from a marketing commercial perspective. In Meta 2, I cover it from a working with a client perspective, personal transformation perspective and a training perspective. This is a marketing program. So we share files from a commercial perspective marketing. And then that’s going to be for a little while, and then we’re going to have a short break and when we come back we’re going to do a panel with Matt Lavars, who’s head of our WOW team and one of our trade facilitators here, with Glammo and myself on online sales, offline sales, upgrades, cross-sells, down sells, ascensions and memberships. [CHEER] Yeah? So a big round to just get the different perspectives rather than just mine and I think they tend to be a bit local and they’re more in the nitty gritty. So I’d love to have you have access to their thoughts. And again, if you’re in progress, we’re only a phone call away. You obviously have mentorship available. Our entire team’s available to you, so please make the most of that. You’re always on speed dial. All of our pro-coaches – you’re on our speed dial. So we’re here for you. So have you played the Spiral? [AGREEMENT] Take a stand, yeah. I have to scratch all the anchor. (laughs) Here he comes. Yeah, I’m over here. There you go. Go Spiral Dynamics as a world view is a thinking model. It’s how to assess and be aware of how different organisations, teamed countries think about their challenges, think about what challenges to have because we’re all going to have challenges, but facing as well. Everyone will have a different challenge than others. It’s a way of assessing how successful someone can become. I’m not kidding. It’s a way of assessing how someone’s going to f*** you up, or f*** you over. It’s a way of assessing who you can trust in terms of maturity to go the distance to completion. Pretty power tool, huh? [AGREEMENT] Big fan. Big fan. Now Spiral Dynamics is developed by the National Value Centre. That’s all they have on it, so please go online and check it out and be informed. But as you don’t have – I’m not really interested in the historic context of models – I just know if it works I’m going to teach it and use it. Is that cool? [AUDIENCE: YES] If you want to get more informed about its history, please go online. It was used by South Africa when they transitioned out of apartheid, and it was used as a model for assessing the thinking that they needed to transition from and to, to allow that transition to take place.

Great. It’s a global perspective tool, but it’s also an individual tool. And so with that said – that’s enough of a set-up, I’ll just walk you through human behaviour from a Spiral perspective. So if you’re at Level 1, you’re all about yourself. From a commercial perspective. I’m not teaching this as a thinking tool for

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coaching, consulting or training. Does everyone make sense of that? I’m just teaching it for marketing. How many times have you heard this Deb?

A few times. Just a few? You’re being very polite. I think you teach it now, don’t you?

Yes. So at Level 1, it’s all about ourselves, what’s in it for me, because I’m worried and fearful that I’m going to lose. What can I hoard? What can I hang onto? What’s missing? It’s about pain and defeat and losing. So from a marketing perspective, this is low self-esteem. Complete overwhelm. Blaming others. No above-line thinking. So you’ve seen the marketing copy?

Yep. Yeah. Yeah. Yeah? So the marketing copy is – I worked with someone recently and they were all really stuck thinking about how the world was to blame for their problems.

Mmm. And if that person’s there, they’re going “Yeah, what did you say about them? What, what? What did you do? What did you say? How did you help them?” Because they’re reading it, you’re writing as if you’re talking about someone else but they know who you mean.

Yeah. They can apply to it. And what we did was the 3 step process to assist them and they really started to realise they’re never alone. Really? They’re no longer alone? Because a lot of loneliness at this level. And then you provide the solution, so they’re no longer alone. Love it? So that’s that level. Level 2 is about belonging. It’s about tribe. It’s about “I’m no longer alone. I can be in pain but at least I’m not solo.” (laughs) I actually find it quite funny. Okay, so I’ve got a sense of humour. Whatever. And it’s about as long as we’re together, if we stick together we’ll be okay. That’s with you by my side, my low level thinking is justified. It’s just a conversional point of view. It’s not how we teach you at Meta 2, that I can complain because others say the same thing as well. Group think. Mob think.

Well that’s on the playground think. Is it?

Well, not all of them, yeah. Not all Mums. [LAUGHTER]

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No, not all Mums. Lots of Mums. Yeah. Yeah. Well coaches do. Coaches get into this way of justifying saying without clients.

Yeah. You know, it’s – my friend, whatever – she’s not doing well either so it’s not just me you know, there’s others who feel the same way. So it’s still the blaming, it’s still justification but it’s got a group support. So it’s much more justified and valid.

This is where (26:59)[indistinct] Yes. So the kind of copy for this one is everyone’s got a black book and every now and again the black book needs to be updated. Names need to be added that perhaps you hadn’t added before because that relationship was kind of scary to you. And some names need to be removed because you’ve outgrown how small their thinking was. That happened to me recently. I went out for breakfast with someone I’ve been going to breakfast with for 2 years and I realised we’ve had the same conversation th

for the 17 time about how badly her parents were. And I hadn’t seen it in 10 years. And I realised if I keep listening to this, wasn’t I just part of the problem too. [AGREEMENT] That’s a Level 2 copy.

Yeah. Yeah, thank you. This can also have the characteristics of it’s great to have a club and it’s great to be together. So it can have functionality as well. The flip side is it’s great to be part of a community where like-minded people get to come together. And that’s important, isn’t it? Here’s the copy. It’s important isn’t it?

Yes. To know there’s people around you who are supporting, championing support. And challenging the journey you’re on, because they expect far more of you than some other people do. I hope you’ve got a team like that around you. I trust you’ve got people around you who are fighting for your excellence. That’s positive copy, functional copy. Do you get it? [AUDIENCE: YES] It’s how I write copy. Level 3. This is the power zone. This is the dysfunctional version. It’s all about me. F*** the world. What’s in it for me is all that matters. If you lose, I win. And I win, I hope you lose. It’s a jungle out there so I’d better get in first because if I don’t do it you’re eventually going to do it. It’s obviously low trust, high manipulation. And again, justification. Up to Level 4 there’s a lot of justifications, in a commercial sense. This is not how to teach you when I teach you Meta(29:06)[cough

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interruption] And it’s all about what’s in it for me and bugger everybody else. A lot of self-focus. Its functional version is “It’s my timing.” Let’s do this. So you can hear the copy starting to write itself. Yeah? [AGREEMENT] So if you’re ever in a position where you are feeling what’s the copy, and I’ll just do 1-2-3, start to build in some serious copy writing, if you’ve even known anyone who’s just felt so isolated and so alone and all you wish for them is to be able to connect with a group of people and can support and champion their true business. A group of people who can come together and champion them to be all they can be. Let me share with you what happened recently. 1-2-3. Yeah, it’s awesome. You can say awesome, because it was awesome. [AGREEMENT] I expect you to say awesome at this point. Awesome yeah, exactly. Of course. So the functional version is empowerment. Decisiveness. Getting off the fence. Finally moving forward. It’s finally taking responsibility. It’s above the line for the first time. It’s functional form. If it is to be, it is for me. If not now, when. If not you, whom? Which is something I say at Met 1 a lot. And I’ll just share with you – intake is all about helping people from 1 to 2. I appreciate you trying to write it down but I have 15 minutes left, so let’s go. So taking people out of “I’m isolated in my pain,” now I have a community of people who are with me and then Joe introduces a little bit of 3, so now is your time. Let’s go. Yeah? [AGREEMENT] Then he carries them – you guys – to me, and I pick up from 2 and I move you as rapidly as I can from 3 to 4 and 5, and leave you with 6.

Yep. Yeah. Yeah. So that’s what we’re doing throughout the 3 years we’re with you. So Level 3 functionally - here I have how much thought we’ve put into our trainings and our stories. [AUDIENCE: YEAH] There’s a lot of thought that goes into this. Level 3 is functionally, we can do this. There is a way. I am ready. This is my time. You know what? I’ve had myself to the bottom of “This is the copy.” If you were somebody who’s had to stop at the bottom of the to-do list, below number 10 for too long, when will you move into the top 10? And will that be enough? Maybe for just one day, allow yourself to be in the top of the list and watch what happens in your life. That’s the copy for functional 3. Level 4 is systems. It’s a process. There is a way of doing things. This is the right way. The dysfunctional version is high judgement. Doing the right way or you’ve got it wrong. This is where a lot of people f*** up in business. That whole “I’ve got to get it right before I’ll do anything” mentality, or the dysfunctional

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version is “It has to be linear. I have to do this before I can do that. And I have to have all of this lined up before I’ll do anything else.” It’s why so many people in the industry walk themselves back. I have to learn more before I’ll do more. Uh huh. You’re to do more to learn more. So they never progress and wonder why. Dysfunctional 4. They think the process of learning is hearing information instead of applying information, and they wonder why they never advance.

Yep. Functional 4. Now if you can find the most efficient and effective model of excellence, just model that because they’ve already done the system, so just do that. That’s what Joe was doing yesterday or whenever it was with you guys, saying just do what Sharon says. She’s got the system. Functional 4. Model of excellence, already got the pathway, got the results, done you the handout showing exactly what to do next and how to do it. Stop being dysfunctional thinking I’ve got to get this lined up before I do that. Just do that. We’re done. Just do that. It’s been tested. Does that make sense? [AGREEMENT] Functional 4 is there is a way, but you know what? Once I’ve got the way I start adding arches to it and doing it my way. [AGREEMENT]

I can get that. Yep, but first learn to colour in between the lines before ignoring the lines.

Yeah. Whereas dysfunctional 4 is I’ll work out my own lines. [AGREEMENT] 5. So the copy here is every now and again, we make a discovery that we just have to share. And I just really started to share with this 3 step system for x, y and z. Let me know what you think. I’d love to get your feedback. System given. Content magnet. 5 is the name of it is results. Dysfunctional results doesn’t happen so much. Everything up to 4, there is a dysfunction and a function commercially. At this level 5 and above, it tends to be reasonably functional from now on. It’s switched from dependence to a little bit of independence and interdependence. If you’re familiar with metadynamics. And at this level, the functionality is we can do this. Together, we’re better. I see a number of you come to me and said I’ve just walked it down the spiral levels as it says. Some of you have come to me and said I want to go into business with you, someone who’s new to the journey too, and I’m standing here as I say that – and what do you think that tells you I think of that idea? Don’t do it. [AGREEMENT] Unless you’re functional 5, you can’t go into business and be trusted. There’s too much dysfunction you still have to overcome. Is this the coolest information ever? [AGREEMENT]

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So wait for maturity. Wait until you start appreciating and valuing having relationships in business, because it takes a huge amount of trust. There’s a reason why you’ve got your flowers, hon. That’s a huge amount of trust, to trust us with that journey and where you guys are trusting us with your journey. And I don’t mean joining pro-coach. That was just a decision to join a course. But your success and all the other affiliate programs – that is a lead into “I will trust.” Does that make sense? [AGREEMENT] Most of the time is getting really functional now. So this is obviously about results. Together, we’re better. We can find a way. There is a way. It’s my time, and I want to bring people with me. I love the fact that we get to share this, and if I was doing it alone I’d be really sad, because this is just too awesome to not be able to celebrate with you. That’s the feeling. Yeah?

Yeah. Really functional. The copy is easy. It writes itself. So here it comes. So every now and again, there are times when we are really alone and we feel super-stuck. And what we really need – and we sometimes don’t realise it – is we’ve just said about community and you’ve been reminding us that this is possible. And when we find that community finally, then an amazing feeling of empowerment comes from it. The realisation is its okay to put myself as first on that to-do list that never seems to end. But the day that I did that and I saw myself as number one, everything changed. I started to appreciate and see the world differently and started to realise that there is a process. There is a way that life works, that if I allow that blow to happen, I start to get results. So I did that and I want to share with you how to do it too. [CHEER AND APPLAUSE] How does that feel? Does it feel great? [AGREEMENT] That’s the marketing power of Spiral Dynamics. We’re at 5 and it’s functional and this is the place you want to be, but there’s more. There’s 6. Now 6 is about not just commercial results but its collaboration. And it’s about contribution. On the Spiral level, if you take the 6 core days from Tony Robbins, this is growth and contribution combined. It’s 5 and 6 combined. So this is functional again, from a commercial perspective. When we get to Meta 2 I’ll tell you the dysfunctions of all of them, but commercially at 6, it’s not just about me getting results. When I got the results I realised how empty a promise that was, because I realised there is so much more to life than me just getting stuff. And the true flavour of life, the essence of life, the magic of life, is in those moments when we give. [AGREEMENT] And have you ever had one of those moments where there is just giving? And there’s a feeling of flow and energy in the room. Have you ever had one of those moments?

Yeah.

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It feels great, doesn’t it? Well, that’s what I want to talk with you about. That’s Level 6. Commercially, this is when you look at our business, we stand back and look up at the Spiral, we’re moving you through all of them to 6.

Yep. Then what you care about, what you’re passionate about, what you’re obsessed about is service to others. So I’ll do a contrast frame. It’s no longer about “Are you going to be okay.” It’s no longer about making everybody else happy. It’s no longer about you thinking it’s all about you. It’s no longer about are you doing the system right and you’ve wrote down every note, everything’s got to be perfect. It’s no longer right about did I get results. Of course I’m getting results and now I have the capacity, the space and the desire to make it about others. And my obsession is about the service through that. That’s how we do the program. So what are you thinking on that? That’s an introduction to Spiral Dynamics. Yes?

I’d love it if you did a little course just on how you can strike and create the copy. The copy writing. I should do a copy writing course. [AGREEMENT] I know. I should.

I’d buy that. Yeah, me too. Yeah, I’ll make a note. I’ll see how I’m going. It will be later in the year, like October-November, but I should, shouldn’t I? [AGREEMENT] I should do it all the time.

Yeah. Yep. It’d be awesome. Well, my copy writing seems to work in most businesses. That’s what I tend to get. I write a lot of copy for my clients. Yeah, what are your thoughts? Thank you for that. What are your thoughts on that? [AGREEMENT]

It’s actually extremely refreshing. I love that formal concept. Yeah?

Yeah.

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It actually allowed me to really see that process clearly and be able to create on it. Good.

Yeah, I just felt I can create that. Good. Wonderful. Yes?

I thought it’d be more functional for leaders and----Pardon?

More functional than dysfunctional for them. I can see that. Great. Good to notice. Yes?

For me, it stuck a feeling of why I’m doing pro, because that’s the feeling I got. It’s the best contribution to be back, yeah. Have you noticed the pro-coach group – I went to these about giving. Have you noticed that? It’s about helping and service and when you compare that to Mema’s which is a great epic group – it’s one of the best groups you’ve got going, but what does the conversation tend to be about? Notice where I’m standing? [AGREEMENT] 1, 2 and 3. Isn’t it?

Yeah. Yeah. Whereas pro-coach, 4-5-6. That’s it. That’s how we’ve constructed these memberships. I love sharing this with you, that you have these behind-the-scenes insights into how we’ve constructed it, because I’m try to get insights and think about the flavour of your programs. [AGREEMENT] It’s not just the friggin’ content. It’s the experience they want to have. Is it evident of your depth and texture too? [AGREEMENT] Everything else, the character and the community and the culture. Yeah.

The more I learn, the more I want to learn of this stuff. Yeah. Are you still having fun? Is this still fun? [STRONG AGREEMENT]

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It’s after 3pm and you guys are doing really well. [LAUGHTER]

I don’t know whether you did it on purpose, but what I loved was the growth in your energy. That came across. Of course. Absolutely, yeah. Yes. No, by chance. But wow, I did that. [LAUGHTER] Who else? Let’s hear from some more. Yeah?

On my coaching journey, for me personally it has not been on me for a business that I see a result or I’m learning about coaching, because I don’t have so much to outsource, mostly. I have grown, from where I was in my giant year, it was about 2½ years ago. Where I am right now, it’s a huge transformation of personal growth. Good. That’s perfect. That’s exactly what we want for you. Who else is been in this from an old field sale home-ness? That’s us nailing it. It’s wonderful. It’s what we want. And here’s the thing. The WOW team gives feedback depending on Spiral level. [CROWD MURMURS]

The code behind Jackie’s journey. It’s the code behind Jackie’s journey. So it’s the – layer the hero’s journey over it. If you want to read of his journey, go online and type in Google, Hero’s Journey. And you’ll see the hero’s journey mapped across the Spiral levels.

So therefore, that’s a tool for me to use for business. Oh, it works for every – God, it really works. So think about WOW team calls. What do you think the calls are like? Generally, in the beginning, if they’re a practitioner or one of the smaller programs – I’m standing here as a hint. [LAUGHTER]

Yeah, a lot of holding and showing. Yes. So hand holding is what level?

2. 2. 2. Reassuring? [ALTOGETHER: ONE] One. You can do it.

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Mmm. Yeah. Three. How am I doing here? [AGREEMENT]

Model of the system. That’s the system. And then who’s at the point where they’ve found the WOW team is getting more about what to do next, systems, getting results. Show of hands. [AGREEMENT] Okay. They’re trimming you where - based on your questions you’re telling them what level of conversation to have with you.

Yeah. Mmm. Yeah. Then who phones up just to figure out well, I’ve got a number of clients. How do I capitalise and take this up a level. Who’s doing those types of calls, the little 5 calls? Yeah, come on, don’t be shy. Be loud and proud. There’s a few. And who’s doing the call, you know, it’s great that I’m doing the results but I want to take it to a bigger audience and I want to transform some lives. And we know that we’re getting – unless we help you here – you won’t get there. [AGREEMENT] So we’re very, very patient. True story. [AGREEMENT] We’re very patient. Who’s done maybe this phone call? (gestures) Yeah, like everyone’s hand goes up now. [LAUGHTER] Yeah, so this phone call is very important but notice how we don’t rescue you? There’s no rescuing. We don’t keep you in 1 or 2. We have you get to 3, and we demand it no matter how much you hate us. Because basically you’re being a petulant child who needs to kick up at the butt, frankly. You’re being a petulant teenager like the world owes you anything? No, it doesn’t. So we hold the line and won’t let you get away with 1 and 2 s***.

Yeah. Yep.

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“I don’t think I can do it. My friend in the program feels the same way.” How am I doing? It’s true. Because the mob mentality I’m justified in blaming it doesn’t work, if someone else feels the same way. Did you notice just congregates around pain? [AGREEMENT] So we have to cut it off, and so when I just hear everything else you’re quoting just in your journey, how do we help you get back on track? 3. And so – you guys have experienced this – you’ve done well. Some people don’t. Glub, glub, glub, glub. Like a fish out of water. [LAUGHTER] Then a couple of months later you get a phone call, “You were right.” [LAUGHTER] “I should’ve listened. I’m ready to listen.” And you start going 2 to 3 stage, do you see a little bit of 4. “Oh no, it’s too far. I get overwhelmed. Don’t give me any more information on how to do that.” Okay, you’re good. You can go. Is this sounding familiar?

Yeah. Yeah? Then a little bit more process because we expect you to have some gain and then after a while it’s all process, 4-5-6.

Yeah. Yup. Mmm. Pretty cool? [AGREEMENT] Everyone’s gone real quite. They’re staring at me. Yes? Then yes, then yes, then yes.

It is really cool. My thinking is see, I see you guys as a little 6 business, and I get to be liking the energy that you give off to me and my perspective. I haven’t really hung out here as much as other people do. Have you actually situated yourself more in a Level 3 business in your marketing, to get the original----We’ve tried it. It fails.

Okay, so how do you use that in the market and positioning on my end, so it does----So the way we deal with our clients is we teach them mission-based marketing, which is Level 6 marketing. So mission-based marketing is everything I’ve been teaching you these 3 days. So we’re on a mission to bring a million people luck. So it’s mission-based. It’s when you’re united around the desire to transform ourselves and those around us. Level 6 marketing. Mission-based marketing.

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And how does that – what I’m sort of thinking – If Jackie’s over here in pain, at Level 1, how does that attract her? What am I to be - the one place----Oh, your question’s fine. Its helping us make sense of this. So generally, we’d only hold anybody who’s in 1, but we treat all our students like they have 1 in them.

Yeah. So we don’t involve anybody who’s that – over 1. You can’t get in to his money when they’re over 1. It’s a waste of time trying to do business. People only do business if they have a certainty Level 3.

God, yes. Hang on. But notice when you’re doing the program, you had a moment of 3 and then you got uncertain again? [AGREEMENT] Well you might not have, but for the most people – show of hands – who went “Grrr, I’m going to join,” and then went “Holy s***, what’ve I done?” Show of hands. Around the room. Everyone. So that is to be experienced. 90% of our clients, they go, “Okay. I’m going to do it and I don’t - holy s***, what’ve I done? Friends, what do you think of what I’ve done?” “We know nothing about it but we’re going to be informed.” “My friends think it’s a really bad idea. What have I done?“ Oh. Joe Pane. [LAUGHTER & APPLAUSE] Okay. How am I doing? [AUDIENCE: YES] Yes. So we market to Level – from 2 onwards. So copy is Level 2 onwards. It touches on 1. We had a client who will talk about other people. We only involve you when you have enough 3 that you’re going to go the distance. Have you noticed? It’s all about the conversations moving to completion, going the distance. You’ve got to understand it’s not an overnight success. That’s where we’re making sure we’re attracting people who have enough 3 in them to go the friggin’ distance. How am I doing here? [AGREEMENT] Because if you enrol at Level 1 or 2, they won’t complete. [AGREEMENT] They don’t complete. Level 1 I wouldn’t take them anyway because it’s a pain in the arse and I couldn’t be bothered taking the phone calls. In fact, I’m not putting the WOW team through too many of those calls. Fair enough? [AGREEMENT]

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There comes a point that that client’s fired. There really is no point, and maybe we made a mistake and we should part company. We haven’t done that in ages, but when we do it’s like okay, that was a bad call. So we don’t involve with people on 1. We definitely want people in 2, because to enrol we had to have the Grrr to do it. [AGREEMENT] But our job is to get you out of 2 as fast as possible, because the longer you sit in 2, the longer you think the point, the goal was to be around lovely people. Oh I love the 2 stroke community. Everyone’s so lovely. That isn’t the point. Lovely is not a prerequisite for success. Lovely just means you feel good where you are. Lovely is a process towards moving forward. It’s part of the progress, but if you stay in lovely, you’ll never get a client because what does it take to get a client energetically? Level -? [AUDIENCE: THREE] Three. Power. You must say “It’s my time. I’m ready to do some –“ What’s the word? [AUDIENCE: SALES] Sales. That was really crappy. What is it time to do some? [AUDIENCE LOUDER: SALES] And you say “Bring on the sales, baby.” [LAUGHTER & QUOTE RECITED] That was good. That was very 3. And then the whole time we’re doing this, we’re talking about our mission, because here’s the thing. Level 2, people who are generally doing it, who’s 1 thing all the time, you realise I’m speaking huge generalities here, just to make a conversation functional – Level 2’s love the idea of a mission, because they think they’re united around the mission.

Mmm. Mmm. Making sense? [AGREEMENT] They actually think they’re in the mission. And I’ll give you the advanced answer – and this has to stay in this room, is everyone cool with this? [YES] Did you guys says “Totally cool with that?” [AUDIENCE: TOTALLY COOL WITH THAT] Here’s the thing. Most people who are in 2 or stuck in 2, if they see mission-based people literally like I do, giving away money and making a difference, feel their life is better because “I did it.”

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[AGREEMENT] So again? [AGREEMENT] It’s pretty straight forward. People who are stuck in 2 and don’t know how to get to 3 are avoiding personal power, being energetically strong. If they see me – because I am a leader in the community – giving what I give to charity or making a difference, buying, whatever, they feel better about their own life because “I did it.”

Like living precariously. Living precariously. They are watching what I do and it makes them feel good about themselves. They feel associated to my – what I do. So being on the mission is everything, and this is the key to it. I am so aware of that and respectful of that. I’m not knocking it. I know they need to feel good about themselves until they actually are feeling good about themselves. Does that make sense? [AGREEMENT] And to feel good about themselves as they live precariously through what TCI does – awesome. I don’t care how I get you there. I just can’t if you stick around long enough to go “F*** it, man. It’s my time. Here comes 3, baby.” [AGREEMENT] It’s all I need. I don’t care how long it takes – and it takes some people up to 2-3-4 years. Let it lie phone-side, I let it lapse, I’m ready to go, I paid my money, didn’t do the course, I’m ready now, it’s my time. I don’t care when that call happens. I don’t care. For some of you, it’s already happened, some it’s going to be awhile. It doesn’t matter. But we’re going to keep doing mission stuff long enough for you to feel good about yourself about what we do, until you feel good enough about what you do. Good question.

Yeah, good answers. Yeah. Mmm. Yep. I heard you say it. Thank you.

Thank you, Sue. You’re welcome. Yeah, good answer.

Yeah, other one would be – can our brand be a 5-6? And what would be the effect of that? We’re a 5-6 brand.

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That’s what I thought as well. Okay, so in answer to the question. Yeah, so if you look at our stuff, we’re actually a 3-4-5-6 brand. We end on – we always have to end on 6 though. The mission. So we just really want to help empower you through giving you all our stuff. Meta Dynamics, for example. So you can really start getting those results and making a difference in the world that you want to make and have that impact.

Yeah. Do you know what I love, that you always don’t expect 1? It’s all the laws of people who’s in it. Yes. It’s all of Jill D, all of Spiral, all of the hero’s journey.

I love that. So did you hear the language? [AGREEMENT] We’re really excited about working with you so we can empower you and get the right systems into your hands. So if you get Meta Dynamics, you get the year’s critical alignment model, you can get phenomenal results for your clients. And through getting those results, you’ll find you make that impact you really want to make.

It’s grand. Cool. It is. It’s fabulous. I love copy writing. Who’s inspired by Spiral? [AGREEMENT] Bet you can’t say ‘inspired baby’. [AUDIENCE: INSPIRED BABY] I love you all doing the spirit hands. I love this. So we’re moving – I’m aware of the time – just taking a couple more, any more discussion around that, or can I take – a bit more discussion and then – yeah?

With Spiral, can it be in different areas of your life, with the right number of----Of course.

I thought so? I’m actually – let’s be clear what I just did. I did a presentation on commercially using it as a marketer. [AGREEMENT] The conversation about who that means you are, that’s Meta Dynamics. A completely different place about what that means to you personally. All I did was show you how to use it as a business.

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[AGREEMENT] That’s it. Yeah. And that’s where our values comes from. It’s where our vision, our mission, all of what you see, our manifest is all Level 6 positioning.

Mmm. Yeah. It is to remember there’s 4 levels. What are the 4 c’s? [AUDIENCE RESPONSE] Culture, that’s Level – what? From the Spiral what depicting is culture? [AUDIENCE: SIX] My God, come on. Clearly culture is Level 1? [AUDIENCE: SIX] That’s it. I’m feeling a bit more reassured, because I just started rehearsals admin. [LAUGHTER] And we’re looking at character. What level? [AUDIENCE: FIVE] Using your results to show how they can make a difference? Loving it? [AGREEMENT] Yeah, then there’s -? AUDIENCE & FACILITATOR TOGETHER: COMMUNITY AND CONTENT] And this is all Level 2-3-4.

Yeah, right. There it is. So that’s how the whole thing works. And over and over again, we’re thinking about how to position it from – this is a really critical moment – how to position it in terms so it’ll be a critical alignment model. If you don’t know about it, there’s a ton of people in this room that do, who are experts in it, run their entire businesses on it. So a show of hands those who are going to do business on critical line model. Be loud and proud, for goodness’ sake. If you don’t know what that means, just get with them and they’ll share with you what it is. How’d we do? [GENERAL COMMENTS] That’s rocked didn’t it? I’ve been hanging out to share that.

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Yeah. Mmm. Yeah. You’re welcome. It’s ten to – I believe we need to have a 10 minute break now. I know. We’ve got the next group to come in. 5 minute break? If I can get a break long enough to go to the bathroom and back. So we can use this time to – 10 minute break - take care of whatever you need to in terms of the context for each other, and then we’ll come in for the last 45 minutes. We’re going to wrap up at about 4:50pm, so that everyone’s got time to take photos, hugs, we need to sing Kumbaya for you. Absolutely. I feel that’s everyone taken care of. Group photo and then we’re all going to depart to our many ways. If I don’t remember to say this later, I’d love to say it now. I saw a lot of you turning out today with suitcases you’ve flown in for this event. Can I just say how honoured you and the effort you’ve made to fly in from Bali, Brisbane, wherever you’ve come. We’re really honoured and privileged that you’ve put in that type of effort to come to an event where we’ve never run before. You probably didn’t know a lot of what was going to happen, and you did it anyway. So can we just give a round of applause for everyone who’s flown in? [APPLAUSE] And on behalf of the whole team, we apologise for the crappy weather. [LAUGHTER] Okay, let’s get back in the room. I have 2 questions please. So double thumbs up if it’s – and a round of applause. END OF RECORDING (56:03)

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DAY 3 – SECTION 4 Welcome back everybody, how are you? It's the last one. The last one. I believe we've nailed this. What's your thoughts?

Yes. Thank you. You're so welcome. I've had such a blast, I really have. So I didn't get to any slides today and I feel I've put in so much effort now that you're going to see them. That's how I feel about that. Yes, absolutely, you're going to get the slides, for sure. So let's have a look at what – oh, God what is that from? That's [indistinct]. That's it. Okay, got it. I think I know where we're at. Now we've done that [indistinct] what I thought it was going to be. [indistinct], hang on. So with thoughts about that, the [indistinct] model, didn't we?

Yes. So, yes, we've been there, done that, but appreciating the moving parts, I'm sure. Yes?

Yes. Oooh. And that's for you. See, lots of thoughts. Sunday night at 10 o'clock, that was for you. I'm feeling very pleased with myself. Oh, there we need to [indistinct] conversations. In your summary document, I ask you these questions. How many coaching sessions do you have to ask your business, how many webinars do you run to ask your business, and how many seminars or workshops do you run? So when you get to the nine step summary, be very honest about that, and that just helps you know where your gaps are. Is everyone following?

Yes. Then the questions you've got to ask when it comes to doing business, these three things in our business seem to be happening, whatever business you're in what are the three things that need to be happening to cause conversions, and if it's zero, zero, zero, you can stop wondering really, and if it's 10, 10, 10, you're doing great. Does that make sense? So generally each week I aim for - when I started in coaching sessions I aimed for one a day. So I saw one person a day for their business. Just as an indicator, and then I wasn't running webinars, there was no such thing, but seminars, I was doing one a month, just so you know and I set the date and I had to run it and, you know, definitely I had seminars with two people in the room. It didn't matter. I just had the discipline of learning how to market to fill a room every month. It's just a discipline I built and now I build webinars as well, so they are some good numbers to know.

Yes.

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And then these are the questions - we don't need to go through this. These are the question you've got ask yourself. Do you have a tangible product that you can speak about now for three days to distinguish you from everyone else in the market. The key is knowing people buy more and will buy at a greater rate, so higher conversions when the intangible is mixed with the tangible or vice versa. When you just sell an intangible, services, people buy less and less often, but if you have both, they have a greater perceived value about what they're getting. Is everyone cool with that?

Yes. And this is where my team is going to come in. This is where I'm going to welcome Glam and Matt who [indistinct] mics up, are you [indistinct] and you're going to have a handheld? Can we please welcome Matt Lavars. Go higher. You're getting there. It's all happening there, Glam. So this is where we've got to. [Dissensions] and memberships and what we're going to do now as a panel is answer – this is pretty well the conclusion of the training. You have the information, now is about making sense of it in terms of the bit that matters, how we monetise everything we just said. So you're sitting out of sequence. That's better. Everything has a category, everything has a sequence. So Glam is online, so driving leads. So, and then – and helping with sales and Matt is [indistinct] upgrades, cross sales, down sales. So, and I'm obviously the strategist for that, so there's a flow to what we do. So the first thing I would share in terms of this, when do your clients get access to you? Is everyone clear that you be the last thing they get?

Yes. Yes? We talked a lot about what experiences. Do you remember we asked that question, what experiences they get that isn't the what-----

Content. Content. [indistinct] remembered that. We did it like about six times, do you remember.

Yes. And how do your clients access greater levels of expertise? You know, as Gabriel said earlier, I want great content. I don't want just great culture and character, you've got to also deliver a great content and that's this last vital piece of the entire presentation is, yes, there's a show going on, you're holding back getting access to you as a character, but at the end of it, what level of expertise can they aspire to achieve with you. You can't just say in the coaching industry, "Oh, you become a better coach." It's just not enough. Or if you [indistinct] with me you'll be a better person. It's got to be, well, the first level what we explore is, at the second level what we're going to access is, and really, the ultimate level that most of our clients aspire for is X, Y, Z. So there's a feeling of progression. Remember, everybody loves to complete the manual. That's why we have 14 volumes or 18 volumes. Make sense? So let's open it up. We have about 20 minutes, 25 minutes, 30 minutes for questions. This is your opportunity to ask TCI team anything you want. Yes?

What do you guys do in relation to [indistinct] power? What's your [indistinct] on that?

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So we have a [indistinct] campaign that's - the Dream Team take care of by the sense of do you want to share that and then I'll do the end part because that's----Yes, the [indistinct] for your personal power is a prospect event. So that's before the [indistinct]. So we did have the [indistinct] for that as well, and then when we're talking about the memberships and upsales and upgrades, that's after the [indistinct], the [indistinct] issues. Yes.

The [indistinct] issues. Okay, so for you, right [indistinct]. Yes. In terms of the [indistinct] sequence what we – the very first thing that they should get straight away is a confirmation email and that should have [indistinct] contact. So it should create a feeling of excitement, create momentum for them, to reward them having taken an action, so you want to do a [indistinct] contact straight away in that.

Is there any education content? Yes.

Okay, so all just a hey, [indistinct], awesome, [indistinct], hey, here's some cool stuff. Yes. Yes, absolutely. And it should tease it a little bit of what they'll receive or what they'll experience at the event and at the end of it you always end with all of the details. So generally the structure is excitement and momentum, so welcome, so glad you're here, reward, nice things about them, really great content, [indistinct] for relationship building and then end with all the details so that they have that [indistinct] and they know exactly what they need. And repeat the logistical details every time. Yes. We generally send an email every few days between them opting in and the actual event and then we also follow that up with – the week before the event they receive a physical ticket in the mail and a lot of people really [indistinct] it. They will take the ticket to the [indistinct] and they'll say [indistinct] and then a few days before the event, WOW team will call everyone who registered and maybe you should take them through a conversation that you guys have [indistinct]. So the conversation, it's very important that we give them an experience of us so we have a – like an outline of what's said actually in conversation. The most important thing is that we are being who we are when you get with us. So we could never just hide anyone to come in [indistinct] with our course. We couldn't [indistinct] otherwise I don't think people would actually show up, so we're very much – we're warm, we're friendly, we laugh with them on the phone, we're everything that we are when you speak to us at WOW [indistinct]. And it's not about confirming. Could you please talk about that? Yes. So we don't check if they're coming, they're coming and we're giving them a call just see if they need anything, just to check in and see if they're bringing anyone, to introduce myself and let them know that I’ll be there to welcome them in when they get here. We also make sure we let them know

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there's cake and chocolates and things for them and we never once say I'm just calling to see if you're coming to the event. Oh. We open with, we say, "Hi, it's Glam. I've got a note here on my desk that says you're coming along to How to Create an Extraordinary Life with Joe Pane next week," and I say, "Yes, you are, fantastic," and we go on to a great conversation.

[indistinct] emails, you'll send them an email every couple of days. So the question is, we send an email every couple of days? Yes, we do.

Yes, and so [indistinct]? Yes, it's reverse, it's reverse dated. Yes. So it's reverse dated from the day of the event. [When they drop in, they'll start getting emails from that day forward.] That's so awesome.

You guys are great in terms of building momentum. I mean, I'll be honest, [indistinct] so it's been fantastic. Do you do this for every current event or just do less or more for other events? How do you decide how much build up do you need to [indistinct]? In terms of prospects, or a student event, or both, or in general?

In both and general. Yes, we pretty much build up excitement â&#x20AC;&#x201C; because we get pretty excited about events. The one thing about it is make sure that it's never fake or it's never hype. It's always genuine excitement, it's always about why it's so great for them and why we're so excited about it and we actually get really excited about it. What do I say when it's a training day? "What day is it today?" Yes, so if people walk in, "What day is it today," and "It's training day." Which you know [indistinct] every week. It's webinar day. Yes, it's webinar day. Yes. What's tomorrow? Birthday. And it's also how they're responding to it. So if the [indistinct] is really excited about it then we'll go along and we'll continue that way or if it's a [indistinct], it's a brand new event or if it's something that they don't know as much about, then there's probably a little bit more education that you need to do around what it is, what are the benefits, why you want to be a part of it, why you are so excited about it

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and it's pretty organic and you get a feel for it based on how your market responds and how excited you are about the event.

I would never try to artificially create excitement and always in your

communication be excited about how much they're going to get out of it or be excited about what they'll be experiencing at the event. And no-one is interested in your excitement as a marketer. "I am so excited about this event, I can't believe it, I'm so pumped about what we've done." No-one cares. It's got to be, "We're really thrilled that we're able to give this you. It's been a while in coming, it's important stuff and to get this opportunity to finally be able to share it is fantastic. We're really looking forward to it." It's got to be all about them. No-one cares about you as the marketer.

Could you also add on about [indistinct]? Do you [work here]? Yes. So should I give you like an overview of the----Go for it. Well, as soon as someone enrols they get a welcome call, which is very important. It has to happen within 20, 30 minutes and that's a warm voice to welcome them into the course, and you all would have received that, and congratulate them on their decision and you go over a couple of logistical things and then we book them in for a personal success planning session and, again, we have a very warm conversation with them focused about their outcomes, their dreams, and give them a bit of an overview of the course and how that works and how it all kind of comes together for them. And then through their entire journey we call them every couple of months, or say two months, every three months, something like that and we don't tell them we're going to do this as well. So we randomly call people and sometimes we get bored and we just randomly call people anyway and I think it's great that - and our market really loves this. Well, you love this, because then we get to call and say, "Hey, I'm just calling and checking in." And like that's the outcome, is how are you doing and how can we help you and what do you need from us to be able to move to the next level? Because every university calls to see how you're doing. Yes? Yes, and we also like to just choose random people that are doing really well and spotlight them so we might - and [indistinct] - a lot of stuff you might not know about as well, we send people gifts. If someone is kind of going through time we might send them flowers and a card. We write cards all throughout the week so if someone has done something special, we'll acknowledge them and send them a card. If someone needs something we'll send them a card as well, so we have a massive focus on making sure people feel like they're important.

Even just that first box that you get when you first enrol as well. I took photos of that box. Who felt like Christmas when they got their starter kits? That's the goal, is making you feel like Christmas has just arrived early at your home from us. That's what the starter kit is all about. And the [indistinct].

I was so blown away by [indistinct].

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There we go.

How do you do [indistinct] for all of the events? So we've just covered [indistinct]. Yes. Yes. So people are enrolled in the program based on where they are within [Spiral], but then the great thing is is that the program moves people through [Spiral] so it kind of does it for us in a way. So because if people are succeeding through the program, somebody was [indistinct], for example, because in the beginning it's their journey and it's about becoming [indistinct] and being able to experience what they want to experience. Once they have achieved that then they're going to notice new things. Maybe then it's about creating a business and helping others, so it's an organic and kind of like an of course they're ready for the next level, and for us it's quite easy because from a support point of view all we really need to do is help them succeed through the program and as people succeed through the program, they then notice that they're ready for the next level within them and then we have a program that gives them that, gives them the opportunity to experience that. And so for a lot of people it's [indistinct] because they want more of Joe Pane so it's giving them lots of level two comfort, but they're ready for a bit of guru with level 3, that's Joe. Seriously, he did sales is one our biggest sales in the company because, you know, it's still Joe Pane who is wonderful and we trust and love and we know he's [indistinct]. He was our welcome in almost to this, but it's also a little bit of 3 and 4 because, you know, I believe in myself enough to invest in this and it's level 4. I'm getting a system that's giving me what? Results, level 5, so it's a really wonderful progression with [indistinct] just giving the dynamics, we're noticing that, but it happens. The upgrades from prac to master are epic, and also I think now that upgrades from master to pro. They're epic. They're not – they're never just a logical decision that, you know, I want that extra manual or something. No-one does that. Although the manuals are epic, it's always about what am I – who am I now becoming as a result of stepping into this community, or stepping into this circle, and it's a – we're blessed to be able to be part of that because I guess we find out, you know, maybe from the beginning. It's like, well, I'm here right now, but it's like, but I want to be over there because that's who I want to become.

That's right. Yes, so we're like that's awesome, we're going to help you with the resources that you need and help you on your journey so then you become that and then when they are [indistinct], you know, and then [indistinct]. And Pro Coach has been the best thing we've ever done for you guys. Seriously, it's just to give that next step, it makes so much sense. We did it and then went, yes, we should have done that a while back.

Thank you so much for doing it.

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Oh, pleasure. Yes, a true story, a couple of students just came up to me at one event and said, "Okay, I've done everything, what are you going to do for me?" True story. He's not in the room, but one of our Pro Coaches came up and said at – I don't remember what the event was – "I've done everything, invent something." And you did that as well.

I remember it. You remember the conversation. So we did [indistinct] and we invented it. You were there.

Yes, I was there. So, I said, "Okay, I've just been told to invent a program," so we did, and that was it and I think pretty well everyone in the room just joined, so thanks to him. That was great. Is that every company does it? We're working behind the scenes and we come back and it's like so there's a new program. That's literally what it was. So, "Glam, I just – we've just joined a new program." "Oh, okay," and then some of you [indistinct] creating all this stuff and said, "Look what Sharon just did." [Indistinct talking]

Could you speak up please? Every time I [give a call] to approaching The Institute [indistinct] so I do really appreciate that. [indistinct] last time, as you mentioned before, sometimes the students join and [indistinct]. After two or three days I received a phone call and I think it was yourself, [may I speak with you, and you] said how are you feeling, are you comfortable [indistinct]. I think they care, you know, like they are caring about the students, so I'm in the right place because [indistinct]. So did everybody hear that?

[General agreement] Down the back, did you hear that?

[General agreement] Yes. Great. Because it's true. It's – talk on that. We're not a little bit obsessed about you guys. Like I'm the WOW Team Leader and I'm really passionate about being the WOW Team Leader. I love what I get to do and I would never have anybody on my team who doesn't care passionately about the students. If anything – like, my attitude is very much get the f*** out if you don't care or get off the phones. Like, there's a moment when [kind of go], go for a f***ing walk. We have to have people in the business that really care, that love it. An example would be we start our morning, every morning I have a meeting with my team and we talk about you. So every morning we share what did this student do, because we're on the phone, we're talking to you all the time, so we get to say this person has had this success or this person has had their first paying client or this person has overcome this thing. So because we love it, it's easy, it's wonderful. I had a student message me before and she said that she's having her first baby and she wanted to say just thank you so much. She said it's a Meta 1 [pre-

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learning] baby. And she sent me lollies and a gift to say thank you just to let us know and I'm, "Quickly, like send [indistinct]." Yes. It's great.

Just with a phone call [indistinct] that guy, we sent him an email that had [indistinct] and I'm like [indistinct]. Happy ending?

Not sure. [indistinct]. Okay. All right. It's important stuff we do. We have to be on our game. This is important stuff that you do. We have to be on our game. Who else? Yes?

On that note, it's even just the little things. You guys know who we are when you call up. I know [indistinct] memorise our names and our faces. Talk about how we know. We've got a little secret. You've got to tell them. Just tell them the truth. So, yes, we know all personally and all your personal details. It's 5,000 people, so, no, we do need help with knowing how to connect with you in a way that's very real to you and makes sense. There's an epic meditation we go through every morning. Right from the beginning when we first speak to you we write down what's important to you, so we want to track like what's important to this person, what do they care about, where do they want to go? We have a client – like a – because we [don't even] say client, but we have like a client management system and we created little fields. So for example, we track peoples' goals. What's important to them and then we update them as they change and we track, like what people care about even. Just what's important to you and we have little fields just to add in special little things that might be helpful for us to be able to bring them up to let you know that we care about you and we do. And it's also our [indistinct]. You said 90 days ago your goals were X. What the f***.

[indistinct] 90 day challenge [indistinct]. Of course. So every time someone [sets new] goals we save to them and we document them. Every time there's a commitment made, it's documented and it's put in bold so we can just refer back to it. Don't all schools do this though? It's amazing. Well done. Isn't this amazing and it's just incredible. I know I went to university and I couldn't even get a meeting with any of my lecturers. They wouldn't have a meeting with me, so it's amazing.

When someone calls does it come up with their name on the system? No. Just normal phones for now.

[indistinct] just know who I was. We do.

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Some people's voices stand out more than others and we just go for it. But we also have to teach everybody who joins our school to get the corporate pole out of their arse. So we call it depoling. So, seriously, Matt won't let people on the phone if they've got corporate pole up [up their arse]. You cannot sound like you're answering the phone professionally in our company. You cannot. You are kicked off the phone for sounding professional. You must sound like a family member.

You have to.

Yes, because they're friends.

So some people when they join from the

corporate world, it's horrible what people do to people in the corporate world. "Hello. You've reached The Coaching Institute. This is Sharon speaking. How may I direct your call?" "Oh my God, get off the phone now. You're ruining our business." True?

[General agreement] Wrong language. You might be [indistinct] by something. I did a day in [indistinct]. Did you say something or did I? I did. You did? Okay. It's part of my mentoring.

I always wanted to be [indistinct]. I grew so much and----[Portion indistinct]

And was that because of your language on the phone? Absolutely. It was, and I needed it. Absolutely. So all we talk about when we trial someone is do they sound human, do they sound human, do they sound human, and they go from â&#x20AC;&#x201C; Matt, not yet, not yet, not yet and the whole key to it is you must be able to sound warm, friendly and comfortable with strangers. So it's the key to all success.

Matt, he's very positive. He tells you exactly a few things that you're doing really, really well and then you stretch. Well done. For you guys, like what to pay attention to is that we create a lot of consistency in the experience that you bring into every single touch point. That's what the most important to us. We can't have one piece of that be anything different than what you think that we are and it's so important. Like it's----It's our obsession. It's our obsession.

It's [the support line] of the brand.

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Totally. Our brand – and I mean this kind of jokingly, but metaphorically, our brand is filled with spelling mistakes, our brand is filled with humanisation, humanising [judges], our brand is filled with flawed love. That's been the human experience. The [new] experience is not striving for perfection onto never have any flaws or to feel free to – do you know what I mean? Human experience, you think about who you love, you forgive everything. It's unconditional. That's how we need to be because we're striving to help you get to being a functional human being. I'm not saying you're not, but our journey is with you towards us being a really successful human being and it's embracing someone with all their flaws and all their idiosyncrasies and all their quirks and all their weirdness. It's loving all of it, so you can't answer the phone sounding stuck up. You just can't. It's all the way down to how we talk with you. Now, I think sometimes we get to informal and we get that feedback as well. Yes. And sometimes we're way too [cas]. There's a balance and we're always looking for that balance, but at the start I'd rather be informal and get you the result than formal and just sound [good]. Yes? [indistinct] people come into the team and say – I think we had someone said that [indistinct] you bunch of hooligans. [Portion indistinct] Yes. Thanks for that. I don't think I meant it that way, but thank you. What else would you like to know? Yes?

I just want to ask you about the email auto responders. What system you use, how easy is it, cost, all that sort of stuff? The system we use is Infusionsoft, so the [indistinct]. There's probably – it's a complex and expensive system so I'd recommend that for slightly more mature business. To start with, have a go at Aweber or Mailchimp, any of those platforms. Sorry?

What do you think about [indistinct]? You'd probably just use Infusionsoft because it does everything, but when you're starting out you're going to say I need something that does everything.

So does Mailchimp – I know Mailchimp does newsletters, but I didn't know it did autoresponders as well. They do autoresponders. Yes.

I have a question. One question [indistinct]. Can you please speak up? Yes, I can. Thank you. My question is-----

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She believes she can. We haven't had any evidence of that in this space, but she says she can.

I'm still waiting. [indistinct]. Wow.

My question is the number of responses you receive from us, from students, in a day might be a lot of emails through the [indistinct]. How could you manage that to actually respond back on time and [indistinct]. Yes, that a good question. So we have this awesome thing called Zendesk that we use and I think it rocks because it, at a click of a button, tracks response time, it gives feedback. What else does it do? Response time, feedback â&#x20AC;&#x201C; I [thought] there was something else that is awesome about it, but anyway, there's charts that I can look at and see which one of the team members are delivering results on time, which people need feedback, specifically who needs feedback. We delegate emails to different areas and then we have a 24 hour benchmark. Sort of a triage system. Yes. We have a triage system on who gets responded around what subjects and who that question has to go to. And we drive the benchmark really strongly, so we make sure that everyone in the team really care about the fact that you have to get back to the [issue] within 24 hours. And we know we don't always do it, but sometimes we get so inundated. We have the same number of people and there's five times the inquiries for some reason and then we blow out our numbers unfortunately, but we're back in [indistinct], we're back in agile. Back in agile.

And I guess you----Go on, give them the mic.

And sometimes even when you don't receive the answer back quickly, there's a respond comes and says, "Thank you we have received your email," which I notice that then you respond back as quickly as possible, so I think that's amazing to a business like that. That's Zendesk. It's a great system. Using Outlook was terrible. We used to respond to emails just through an email system and it was just terrible because you couldn't track anyone or hold anybody accountable. The other great thing about Zendesk is that it tracks every single email that you've touched base with so it tracks entire conversations. So I can look at your name and then see every single conversation we've ever had and straight away it's just there, can't be lost, it's not computer dependent, it's there, it's on the Cloud forever.

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[indistinct]. Yes. Yes. Yes.

[indistinct] [spiral], and we talk about [spiral] marketing, I'm really interested in how do you [spiral] [indistinct] at all the different levels and because we've heard about students get through the levels and how [indistinct]. From a [indistinct] point of view, we need to understand where someone is at within the spiral to be able to make recommendations for that person. So part of our role is to be the continued trusted advisor throughout someone's journey and so, for example, if we used to know where someone was in the spiral and we had someone in the team who just wanted to contribute to upgrades that that would make a really [dumb] recommendation for someone. Does that make sense? So we have to really understand where someone is at to be able to recommend the next thing for them. Yes. And it's about----And also support [indistinct], it's just not about upgrades, can you just talk about support.

That's what I mean----Yes. I'm not sure what specific about?

Support. Like how do you support students----So if someone has just started in the program, you've got to get them to step into the 3, stuff like that. Okay. Cool. Fantastic. So a big part of our support, and I hope that you've experienced this, is that we don't do everything that you want us to do for you and sometimes we will, dependant on where you are, we will give you the message that you need to hear, but maybe not exactly that you want to hear. So for example, if someone is struck in 2 and they're very, very, very reliant on us, we will make them go find things out when we could easily just give them the response and give them the answer, we'll create a challenge for them, or if someone - for example, a really simple one would be my [triads] have fallen apart and I want you to kind of stitch it up back together, so I would help them understand that they need to sort that s*** out themselves and that would be â&#x20AC;&#x201C; we don't say that we're doing this because you need this, you know, we would just give them the message so they have got an opportunity to learn to find the power within themselves to actually solve it and do it for them. And, as I said, when I do my presentations while not everybody loves hearing that, but [triads] are designed to help you start building relationships with people in business and sometimes your relationships with people in business you wouldn't necessarily have a relationship personally, but this is business, so act like it's business and sort your s*** out. Pick someone, quickly.

The number of Facebook pages that there are for the various groups, like the [talked over]. We don't know half of them.

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I'm curious to gain a little bit more insight into the structure, the management of those and whether all members of the WOW team are involved. Yes, so we have an ops manual for Facebook that we wrote, which is for the management of it and the care of it. We used to call it Facebook Suite, now it's called Facebook Loving, and the purpose of it is to make sure that everything is really in order and make sure everyone is taken care of, people are responded to, they have the resources that they need and we also manage it where we remove anything dumb. So if anyone is being a dick, they're taken out straight away, or the post is removed and then feedback is given and that we help people become better members of the Facebook group. We have rules that â&#x20AC;&#x201C; we have a code of conduct for each Facebook group so we can make sure that the group is awesome.

I think we have an amazing Facebook group, especially the members and

especially Pro Coach. The group is fantastic. If we didn't have rules and really high standards and really quick response times to taking care of things, the groups would be s***. They would be, because one of the rules we have is if everyone did that, or if everyone posted what you just posted, would it be a cool place to hang out, and a lot of the time the answer is no. Then we have a content management structure. So we have posts that maybe seem random, but they're not. They're really well thought through and then we have it kind of all blanked out and then we delegate to different people, or assign different people to be able to contribute to the pages. And we have a structure for that. And we have a structure for that. And also we have a group within the company called Member Experience where we post, where there's challenges from [member] experience, something is not working the way it needs to and we give feedback to each other, how do we do that better, so always looking behind the scenes about how we manage the member experience. Yes, I think with Pro Coach groups as well there's team leaders that go in there and post up content on certain days as well, so there's always cool stuff coming from us in terms of what we're learning, what we're doing.

This is for you, Sharon, how do you manage like a personal assistant with your account? [indistinct] at that and I'm just curious as to how that works? How do I manage it? I have an assistant who does a sweep for me each day. Yes, because I can't take care of all my messages, nor do I want to be that accessible, that wouldn't be cool, and I definitely have a barrier between me and the public wanting to message me. And so because I have that I get to choose who, if she tells me, I need to contact because otherwise it's not sustainable for me to be responding personally to every message and it's also sometimes I get very uncool messages. "Will you give $20,000 to our charity, I hear you're really generous," or will you â&#x20AC;&#x201C; you know, just demands on me. "Will you come and speak for free?" I get lots of messages from people who've never done anything for us just saying, "Sharon, I've heard you're really cool, will you do this?" So I need to be cool with them. I can't just say personally no. I have to have a barrier between me and them. "Hi, this is blah, I'm Sharon's personal assistant. Just wanted you to know she's not available on Facebook. Letting you know these are the requirements for blah. Maybe come back to us in a couple of years' time," and

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even then some people still persist. They say, "What are your requirements? What date can I come back? What do I need to have done so I can get $50,000." Literally, that's the kind of stuff I get, so I need to be very protective, but also sustainability-wise, with 5,000 students and graduates, you know, as much as – you know who I do respond to in this room. There are people in this room I do respond to personally, but I have to manage it based on how [cool you are around] the community, my time, my availability. I've been training forever at the moment, haven't I? So my availability right now is really down and I do need a lot of help. I try to make myself – I'm not Gary Vaynerchuk, I don't want to be. You know he responds to everything personally. I think that's insane. Have you heard that? He responds to every Tweet, pm, message and he gives his email address to the world and he responds to over 1,000 emails a day. The man is insane. I am [definitely not that strategy] and never give my email out. I don't want email. If I could get away with not having it, I would, because I walk into this company and I've got enough to deal with, so definitely just having create that barrier. The only problem I've got is they can't manage the strategic relationships I have, like with John [indistinct], et cetera, I just – then I needed to manage how to [forward] those relationships. So then it needs to go triage stuff to Glam and Matt and whoever [else]. The whisperer is speaking.

I'm passionate about The Coaching Institute so that's why I've got so many questions. That's great.

I've noticed that you even [indistinct], talking in general, you're really good at coaching also. Like there are things that we have studied in class, they have got some information about that too and they're also [indistinct] as well, so how do you manage to actually be good----[indistinct]. I don't know. Ask them.

Yes, so [indistinct] you guys. How do you manage to be good at what you do and in your field, and at the same time coaching in general too? So I think we were born that way. We are extremely blessed to have access to everything that we teach you, is also what we're learning, so we have team trainings. We call it super hero training which is once a month and we get in an industry experience. Glam is actually the next industry expert who is going to be sharing with us everything she learned on her trip to New York and we have access to, I guess, all of the resources that we would go through as a course. We also hire people to do the trainings so, for example, we've recently – a great new team member is Mimi in the background. She's our wonderful administrator who is also a Pro Coach. So we need people that are experts in the field otherwise I think the experience would really be dumbed down. If we just had like administrators, do you know what I mean, it would just be like I'll just look that up for you, I'm not sure. We need to have people that have an opinion, that are passionate, that have the care about what we do in every part. Our very first [indistinct] is that they have to be passionate about what we do here and that's the very first thing that we assess and that [indistinct] that we hire on and then----Do a story? Do a story? A story.

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I've got one. So I take people on, the recruitment, and I called up someone who had a really great resume and I said, "Hey, it's Matt from The Coaching Institute," and she said, "Where?" And I'm like, okay, "The Coaching Institute," and she's like, "Okay, great." And I'm like, "You applied for a job here." "Oh, fantastic, great, yes." And then I said, "One of the first questions is, so based on what you know about us, why is it important for you to be part of our mission, our vision," and she like, "What place was it again?" And I said, "Okay, well, I'm just going to leave the conversation here, but thank you so much." And then she got offended so I was just like [noise]. So my story is we were looking mistakenly – I have apologised [indistinct], I'm sorry, I got it wrong and – yes, really wrong – and someone trialled for the CEO and they got to lunchtime - they were here for a day's trial - at lunchtime he came to me and said, "I'm going to leave it there because you guys are too passionate." For real, that's what they said. This was an adult. We've got a quarter of a million package, blah, blah, blah, you guys are too passionate, you care too much. Okay, let's leave it there. Yes. Great feedback. I love that story. We've got like a minute left. Yes.

I was actually going to ask you about how you recruit, how do you train, what do----Interview processes. Like, how do you take someone and turn – like----Why am I here? So we first of all – we hire on the person's – they need to – well, as [Amanda] said, they need to care about why we're here otherwise it dilutes the culture. So it's very important, they need to care about what we actually do, the outcome for you guys, and then we hire on emotional intelligence, and that's very important. If we have people that have low emotional intelligence, the culture drops and things [suck]. So we give people an opportunity to show us that they have emotional intelligence. Part of the recruitment process is that we would like to put you under pressure quite fast and give you feedback very quickly and see how you respond to feedback because a couple of things that we're looking for – and people are really quick at showing who they really are. You can't hide it. So we tend to find out very, very fast who is a match or who isn't a match yet for our community. When things are also new we set them challenges along the way as well and see how they respond to that. So if we're hiring people in [Dream] the first challenge – the very first challenge that anyone applying for a job with us is to wow us. So as soon as we get their application, they get an email from us saying come back and wow us. We only respond to those who actually come back with something that will really wow us. That's above and beyond that makes you go wow that was amazing and then they go through an interview and they into part of a team and will try to set – for a team member the other day was for her at our cultural [indistinct], our Wednesday kind of get together, where they get up teach everyone something and you can tell because it puts them into [indistinct] pressure. It's also an opportunity for them to shire or to respond in a bad way and, yes, she did a brilliant job. So there's little challenges along the way that kind of helps showcase a character. Yes. The other thing is if they don't dig it early it's not going to work. Would you agree? You can just tell who digs us. There's just something about it. They're our kind of people. Matt just says they're our

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kind of people and you can just tell. They just dig how we do it. We don't have to spend time explaining or justifying ourselves. The moment we have justify any of our quirk, we're done, that's it, it's not going work because we're not going change. Yes. And in contrast to that when people aren't a fit, they hate it. Like, it's hard work for them to be around us because we're not changing and really our standards are all we care about.

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I just want to say thank you, Matt, because [indistinct] every time you see me. That's wonderful. [It's because you're so pretty.]

I really mean it, because the last six times I've been [on the phone with the team a lot] and they're all persistently really great and give you the guidance and support so I really want to thank you. Thank you. I just want to bring to your attention, we're nearly out of time, but we've got a guy at the back of the room, Matthew Church, Churchy. He is amazing – he is – I mean, it's just fantastic. So we have a company standard, culturally negative, culturally neutral and culturally positive, and if you're neutral, you're negative, and Churchy is culturally positive all the time. His standards in terms of culture are phenomenal. He's the benchmark, the gold standard of culture positive, so there's Churchy. That's the guy you speak to on the phone. It only took you guys 30 minutes to mention my name, and that's feedback. Not feedback to me, it's---We can share this, Matt, how old are you? For a minute there I lost it. I'm 19. Yes. Over legal. Everyone's thinking when I was 19. No, actually what they're thinking, holy s***, I'm three times his age and I take advice from him and he rocks. [Portion indistinct] -----on the phone to you guys I think I trust him completely with what he's doing right now. It's unbelievable standard.

That's why he [bells]. He does.

Well, he's a church, so----We had a situation the other day where we had to – we had a facilitator needed to be filled in for and Matt is an advocate of marketing and business education, so Matt came up to me and said, "The facilitator can't run it for whatever reason, I can run it, do you want me to run it?" I said, "Sure, go for it." And he ran the class and then got - I think it was like two or three people said, "That was the best class that I've had in TCI so far." And that was from jumping in and----It's amazing. That's fantastic. And how has this been guys? So what's the key message you're getting? This is all about memberships, to create [ascensions], what are you hearing?

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Care. Passion. Passion. Infection.

Commitment. [talking over] and feeling strong enough to want [indistinct] and that's a brave thing. [indistinct]. It's a long speech, bear with us. So it's if you don't care, f*** off. So wherever I travel in Australia and I'm hired as a keynote, that's how I end my speech, and [indistinct] a team member and any time we need a good speech, we get one of our team members, say Matt, and he gives his speech, I'm going to give you that speech now and here it is, give a crap or f*** off, and the crowd goes wild. So far. So far. So [indistinct] speech-----

[indistinct]. Yes. It's the new one. So how has this been everybody? So can you just talk about this please? Can you just share with everyone what they can have? Yes. Yes, absolutely. So another that we're really excited about [indistinct] for the last, I think in the last month, working with Dynamics [indistinct] is the summit. It's the thought dynamic summit. It's the 21st Century Leadership Summit. 21st Century Leadership Summit and there's a brilliant [indistinct] you should all go and check out, it's really cool, from Sharon. And it doesn't say [indistinct]. And they never have any swearing on it yet and what I'm going to [indistinct] here for everyone who is in the room is if you guys want to be there at the event you get a free upgrade to VIP which means you – I think from the line up we've had with Sharon there at the event, speaking on leadership and I'm just----The [structure] of leadership. Yes. We have Tania de Jong. She's a brilliant coach and singer and brilliant female leader in Australia who will be there speaking about – what is it, what's the topic? And she [indistinct] and she's really excited to be involved so that's fantastic. Really excited. Yes. I think you're going to be speaking? Yes, so I'll be there and I think a few other team members will be helping as well.

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Yes, just being behind the scenes on how to create an amazing culture, what leadership is in the 21st century. It's not management, it's not telling people, it's bringing people in and inspiring people and in many cases, not bringing them, let them bring you, so how do you hand over leadership to the people of today and I don't – what are the dates, do you know? It's not on there. I don't have the dates. [Portion indistinct] So if you come along what we were going to do for everybody in the room, if you'd like to, if you just purchase the standard ticket which is, how much? $97. $97, you get an automatic upgrade to VIP which gets you some cool gifts. Does it get them lunch with us and stuff like that? Yes. You're going to get lunch with us, going to hang out, do a bit of mentoring, a bit of chatting, break some bread together. We'd love to have you along if you'd love to. So we'll hand it out to everybody and that's our gift to you, an automatic upgrade to VIP to the event and we'd love to see you there. Can we please thank – we had to throw something. Now let's just pick that up because that was just messy. Are we doing the huddle? Wherever they land, can someone just pick them up and hand them out. Thank you, Matt, thank you, Glam, so much. Where did they all go? Did everybody get one? You're distributing them? Thank you. So just hand that around, make sure everyone gets one. We'd love you to come along to that event as a VIP because you're the guys we want to hang out with. So that concludes our three days together. I've got to say, I just want to thank everybody. Has everyone got one? I just want to make sure. This table missed out again. Diego, we need more, lots of people missed out. I would like to say on behalf of everyone at TCI, Team TCI and myself, thank you so much for everything you've brought to these three days, your passion, your enjoyment, your joy, your curiosity, your great questions. It's been an absolute delight running this training. I have been so thrilled preparing for it and even more delighted with how you've all responded to it. The greatest gift I get is when you guys love the content, but the bigger gift is to go and use the content, so my invitation to you, if you truly want to say thank you – I still want to thank you and [indistinct] with all that stuff, but the real thank you is going forth, sharing it, using it, making a difference in the world because it's only through the lives you impact that you know this really happened.

So can everybody give

yourselves a high five that you'll be doing that? Can we please thank our amazing team down the back of the room? And I'm delighted I finally got to throw something into an audience. Everything we've been through in the last three days, it was kind of like the pinnacle of the whole thing to throw something to the audience, so thank you for indulging that, that was fun. We're going to do photos now, is that right? Photos, feedback forms. Yes. Are we doing cake?

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No. No, sorry. You should tell me stuff in advance. That looks really uncool. We had cake, but----You're eating it? So we have photos and feedback – and you had lunch for three days, that's my recovery. Thank you. Thank you, so – I have flowers. Hang on there's another – they beautiful. Everybody knows Roz Bishop, I hope. The beautiful Roz Bishop. Thank you for [indistinct] and serving everybody in our community, you've been amazing. Thank you. Sharon, this is from everyone here in the room and for everyone in the room for being here and taking the time to be with this amazing----Thank you.

Yes. People I love and adore [indistinct]. Thank you so much. Thanks, Roz, thank you. Go forth. Shall we do the photo in here or by the [throne]? Throne. I don't think they're going to fit by the throne, so my idea is we're going to clear that throne and everyone stands----Is that okay if we do that? We clear the [indistinct] together, get down here and boogie together and get a photo we can share with everybody. Thanks everyone. We did amazing. Yes, thanks, everyone. Fantastic. What a three days.

END OF RECORDING (56.20)

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