Picture this: you have been addicted to drugs for years and stuck in an abusive religious cult. You’re broke, you’re miserable and yet you still find a way to turn it around. That sounds like the plotline of an Academy Award Winning film, right? Wrong! That is the story of Daniel Wagner. And we have a slice of audio training by Daniel Wagner here, to guide you in your own journey to success in the field of coaching.
Once upon a time, he was all of these things. But now Daniel and his single employee turn over more than £2 million every year in revenue. No more addiction, no more cult. Just plenty of positivity and humour and tonnes of success.
If you have an excuse, if you have a situation, if you have a reason for not achieving what it is you want, if you believe that your problem is insurmountable; then let Daniel show you that it doesn’t have to be that way. He will do it with anecdotes about his fascinating Oscar-worthy journey, with plenty of expert advice on positioning yourself – and seizing the market in the process. Enjoy 80 minutes of audio training by Daniel Wagner, and see exactly how this man made the seemingly impossible – possible. And if he can do it, so can you.
We have provided a transcription underneath, so there’s no need to make notes while you listen. Just sit back, relax and let the master take you where you need to go.
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The Audio Training
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Did you ever in your life try to do something the long way and thought, “This is the way I know it, this is the way I do it,” and somebody said to you, “You know what? There’s actually a shortcut. It’s just over here.” Who has a reference of that in their lives? Everyone, right? How do you feel in that particular moment? Stupid. Now here’s my little life lesson here. You don’t have to be stupid to make silly mistakes. None of us are stupid, but we do silly things sometimes. Is that true? Still today, it will not stop. I want to start with a very little video, which is about two minutes long and it takes me back to when I was very, very young. Do I have to point in one particular direction? Cool, I’m going to make some space here. Let’s have a look and it’s a serious video, so I want you to pay attention and take it in.
No one’s laughing now. I’ve shown this video sometimes in a room where people are not coaches, consultants, trainers, speakers. I show it to people who hate their life, I show it to people who don’t want to do what they do and when they were a kid, they didn’t dream of doing the sh*t they’re doing day in, day out. Yes, they live there. Why? I lived for 39 years in a place that I didn’t want to live and because I was – what? What’s the emotion when you don’t make a change? You’re scared. You’re scared more of what could be when you make the change compared to staying where you are. Who’s done that in their lives? Just me then. That’s strictly, straight – that’s what humans do. Now I’m here today to give you a couple of things. 1) In every market, any industry, coaching, consulting, speaking, there are most people who live in this place who are dead broke. They have a great message, they love what they do, but they’re broke.
Then there’s a handful of people who get all the glory, all the money, all the news, all of the attention and what really worries me is that people don’t know how to bridge the chasm. They don’t know how to get from here to here. It’s not your public speaking skills, it’s not your marketing skills. It’s pretty much something that is easier to obtain than you ever thought and some of the nuggets to that little secret, I will share with you today. Can I just check with you? Are you aware that in any market – it’d be music, it’d be science – most people might be pretty good at their job, but they don’t get paid what they’re worth? Is that correct? Do you also observe that some people live over here when they get all the glory, they get the smoke blown up their ass?
They own the stage, like me today. Is that fair? No, but life wasn’t meant to be fair. Life was meant for people who take a chance, who take advantage of a situation. If I gave you some tricks to take an unfair advantage over your competition, would you be okay with that? You should be because if you don’t take it, the competitor will take it and they will take you down.
Now I’ve got news for you. When you have your own planet, you can arrange this whole deal, but on this planet, this is how it works. I know because I’ve lived on the other side for too long. If you think before I walk onstage, “Hey, it’s a Saturday afternoon, it’s sunny out there.
There are a lot of different things I could be doing with my life,” I want to be crystal clear, I don’t need to make money from the stage. Today, when the sun’s shown and my fiancé and I talked about what we were going to do today, I said, “I’m going to go to a dingy hotel with blinds drawn down, I’m going to speak to 100 people.” Do you think she’s doing to be like, “Yambo?” No, she’s like, “Really? Do we have to do that speaking gig?” I’ll tell you why I come. Because there will be one person, two people who get what I’m about, who understand what I can do for them and they will change their life the way I changed my life. That’s why I’m here.
Will you make money in the process? Yes. Will you make lots of money? Yes. So what? I promise you, money and time is not the problem. The real problem is purpose, it’s meaning. It’s something you do that you’re proud of that you want to do. The real enemy is boredom. We think it’s, “I need more money. I need more time.” You know what? Studies show that everyone you ask, they think about having 30% more money will solve their problem. Think about yourself right now. Whatever money you make, make a third more. You think somewhere, “You know what? That would solve the problem,” but guess what? That’s like a dangling carrot in front of you. It will never end, it will never stop.
I have a friend of mine who’s got £50 million worth of property. Do you think he says, “That’s it, done, I’m good.” What do you think he wants? He wants more, so that won’t stop. If that is the game that is setup, I urge you to do something you love. Don’t do stuff you don’t want to do, do stuff you want to do and if you are authentic in your message, people will resonate. The money will come when you setup the right system. The money is a logical consequence of you doing the right thing. It’s hard to believe. It was very hard for me to believe as well, so what I share with you today is not just how to make more money and have more time, but also how to have more purpose and get back on track. For that, I put a system together, which is pretty much how you can build a 100K-500K part-time expert business from scratch in 90 days or less.
Now I will explain to you what an expert business is. That is part of the expert industry you’re in right now. People onstage, selling courses. People in the audience, buying courses. By the way, who makes the money – the guys onstage or the guy in the audience? The guy onstage, so you want to be onstage. You want to be in a place where people follow you and there are some very simple things you can do to achieve that. Brendon, just saying, the timer hasn’t started, so I’ve still got one-fifteen?
Brendon, the timer hasn’t changed. Cool, I got a few bonus minutes there. Thank you, sir. So the formula that I put together, how did I work this formula out? Now for many, many years of my life I was broke, I was overwhelmed and then I started exploring how to be a coach, how to be a consultant. I learned marketing, I’ve read the books. I’ve done the courses, I’ve spent more than £100,000 on my self-development and I’ve moved myself away from a place of misery and self-pity to where I am today.
Now even me, even a dim guy from Austria who’s got no proper schooling, spent most of his life chanting mantras in India, I couldn’t fail to notice that if certain things happened, certain results are the consequence. There are patterns. Success leaves clues, success leaves traces. I had taught hundreds and hundreds of people and only a handful became successful. What do you think I did? I talked to the guys that were successful and said, “Hey, tell me, what you did differently than the rest?” In the end, we came up with three. How many? Now it’s easy, right? Three things that create a successful expert. 1) They create a personal brand and luckily we just had a great introduction of branding. By the way, give him a massive round of applause. Great job, right? Give him a round of applause. Great job, really good job. I love it.
I love the sincerity, I love the tools he’s given you, but if you have a brand and it’s the best brand in the world, but you don’t have powerful products and you don’t have an audience, how much money can you make? Zero. Who wants more than zero? Everyone, right? This is what I see. “I am a coach, I’ve got a great brand.” So what? If you have no message and I give you the best megaphone, what good is it going to be for you? Nothing. Brand means having a clear message. Now you’ve seen Andy onstage, an absolute master of his craft. I worked with Andy, he helped me in my public speaking career. An amazing guy and he will give you that megaphone. He will show you, but if you have nothing to say, it doesn’t matter which satire categories you use, right? Who cares? It doesn’t matter how you stand.
By the way, did he do the Mr. Bean? Did he do that? Did he do the Mr. Bean? He normally shows how not to stand onstage. I love that. You know what? I’ve seen it a million times, I still love it. Here’s the good news, here’s a marketing lesson – you don’t have to invent new things. You can tell the same, old jokes. It’s fine because actually – if you want to write something down, start right now – consistency is the key to success? What’s the key to success? Now, little warning, make an asterisk and say, “Doing the right thing again and again.” If you do something stupid, if I fall off the stage and I do it again and again and again, will that make me successful? It will make me successful at falling of the stage, right? You just see if it gets you closer to where you want to get. Now this formula, we teach over a year’s program called The Academy, but I’m here today to give you some real nuggets.
Now why are we here today? We’re here today because according to Forbes Magazine, big analysts, they say that the expert industry is worth £100 billion a year. How much is that? £100 billion. Now that’s a lot of zeros, right? Definitely good enough to pay for your organic shopping at Tesco’s, right? You’d be okay with £100 billion? You don’t get it all, by the way, but here’s a condition. If I have a cage worth £100 billion and I’m dishing it out, what’s the only condition for you? One condition, you’ve got to be at the table. If you don’t show up, if you’re not onstage, if you don’t show up, you’re not entitled, but here’s the good news. Expert positioning is not awarded, it is claimed. It is not awarded, it is what, ladies and gentlemen? Claimed. You put your stake in the ground, you say, “Here I am. I’m an expert.” You would be surprised that nobody has got an issue with that.
Actually, your family will – bastards, right? Your friends will – spoiled. I mean they are there…by the way, how do you think my friend who still live in the religious cult feel about me being a millionaire. A little bit bitter, possibly. They think I’m evil, right? “Oh, you’ve given up the path of purity.” So what? Look where you live, look what I drive. Bring it on. It’s fair. The world is fair in that respect because all I’ve done, I’ve positioned myself in the expert industry worth £100 billion. Now I could have become a spiritual guru as well. That’s quite a big industry as well, right? Make your choice. Now according to the Department of Labor Statistics this industry will grow. Do you want to be in a growing or shrinking industry? Who wants to be in a shrinking industry? Who wants to be typewriters, film, Kodak? You can buy Kodak really cheap right now.
No, we want to be in a growing industry and I started Expert Success two years ago. This is a specific company focusing just on making you highly paid experts that you can do what you love, two years ago, May 2012. We’re now doing £130,000 the last month, which makes it almost £2 million. Mainly online, maybe a scalable business – one message. Now I used to run a different business every year. Who in this room has more than one business in their life? Look around, please. Keep your hand up and look around. Pretty much everybody, right? Keep your hands up if you have more than one business currently, at the same time. Look around. This is really instructive. I used to have five businesses. I was so proud, I had five businesses.
This is how it goes, every business is like a little fireplace. You’ve got to get it going. You need some fire, you need some spark. You need to put some attention on it. Here’s my Fire #1, here’s my business. Ah, it’s starting to go, brilliant. Here’s another opportunity, I’m going to do this now. Another business going, little fire. Oh sh*t, this one is going out. Oh, oh, here. Oh, here’s another one I should be doing. Before you know it, you’re doing this crazy thing, right? When people say, “What is it you do?” You say, “I do a bit of this, a bit of that, a bit of this and a bit of that.” People are like, “I don’t now what you’re standing for.” I’m like, “Don’t worry, I’ll change soon.” People don’t even know who you are and they try to follow you around you’re like, “I’m confused. I’m totally confused.”
This is why consistency is the winner. By the time people even know you exist, you’re already gone, off to the new thing. Yeah, brighter shores. Bollocks! Same stuff because it’s you again, you and the new opportunity. The problem is not the opportunity, the problem is what? You. Man, it’s exhausting stuff on stage. Do I make my point clear? Thank you. Now I’m here to show you how you can have part of the business. Who’s interested in knowing how to get a part of that? Thank you, about 3% of the room, great. I try to give you a clear introduction like, “Who is interested in knowing how to get a part of the business?” Say ‘aye.’ Thank you. I’m feeling better already. You know what? I’ve got a few issues, I’ll be honest. One of them is I can only give you energy if you give me energy.
I’m running out of energy right now. If you don’t give me energy, I’m going to be like this on stage. I’ll give you 30 seconds of what I’ll be if you don’t give me energy back. “Here’s another slide, I’ve got 5,000 slides. They’re going to be really long and boring.” Who would like a presentation like this? Only one. Yeah, masochist. There’s always one crazy masochist in the room, “Yeah, hurt me. Show me boring slides.” Who would rather have a fun, engaging presentation? Yeah, thank you. Love it, right? Amen, yeah, amen. Yes. Bloody hell, religious stuff. I’ll tell you, you can get the boy out of the cult, you can’t get the cult out of the boy. Amen. Cool, let’s move on. Let’s move on. I want to give you some good stuff.
This is where I started my business. Looks familiar? This was my world’s headquarters and I’m not even joking because I wasn’t there. I had the vision. Rule #1, you need a vision. If you don’t know what you want, you’re not going to get it. Rule #1, you need a vision. I sat in this shed every Night after my sh*tty job delivering pizzas for Domino’s thinking about how I’m going to go out and change the world, how I was going to have something that’s worthwhile, how I was going to be onstage, how I was going to be driving cool cars, have multiple properties and have businesses that make more money than I could ever spend. It started there. It didn’t need anything, but it needed my vision.
By the way, I was lucky. I was lucky because my life was sh*t because if you have no pain, you will not make a change. If you are in a place right now where life’s pretty okay, I pity you because you will not make what’s necessary to really make a change. You’d better create some circumstances for you where you make a change. There’s only two places where life change happens. 1) Desperation. I had plenty of it. I lapped it up. Thank you, God. The second place of life change and you might be lucky today is inspiration. That’s what I’m here to give you. Say ‘yeah.’ Yes, I’m going to do this for you. Who’s feeling better already? Yes, I know. This is how it works, that’s my place. I would love to do a whole day with you or three days because I could tell you so many cool stories about what happened in that shed. That’s for another seminar. Cool.
Now for my sins, I sat down and put all the knowledge I had into my books and I published two. One I call, pretty much, the recipe book, which is Expert Success and the other book is a results book. If you do this, you’re going to get that. What’s this book called? Can you read it? Stories and what’s on the front cover? Lots of faces of people who have done this. If I show you how to bake a cake step-by-step with recipes and ingredients, how good a chance that you’re going to have a cake when you follow the recipe? Yeah, pretty good. Is it going to be the best cake ever? No, because maybe you mix it up, it’s wrong. Maybe a little bit your eyes are squinty and you can’t really read properly. You’re like, “Yeah, I’ll make it up,” and you end up with something like a cake. It will still be better than trying to make it up from scratch, correct? Expert Success.
Next rule: model what works. Don’t start from bloody scratch. If you had to reinvent the wheel, why would you do that? If you really do well, if you really succeed at reinventing the wheel, what shape would it be? Round. Now here’s a great rule to life – don’t do that sh*t. Just start with what’s already there. Just use the best example, the best stories. This is why I do self-development. I’ve been to Tony Robbins again. Fire walk, who’s done Tony Robbins’ fire walk? Yeah, cool moss, cool moss. Bollocks when you’re walking like, “Sh*t, sh*t, sh*t, sh*t, sh*t, sh*t, sh*t.” Cool moss, my ass. Are you kidding me? You’re like, “I’m burning,” right? Anyway, I’ve done his again. Fifth time, Tony, right? I’m doing it again because there’s another layer, another layer, another layer.
You’re not yet the best you can be. There’s more of you. There’s more of you. Bring it out, let people know. Make it bigger. Do you think I was like this when I was in the religious cult? Man, I was sitting on the floor, just chanting all day long just praying for money to fall on my head. How did that work out, by the way? It ain’t working. If you’re still trying that plan, don’t. Every world has its own rules. Spirituality has its own rules. Money has its own rules. You can learn those rules. One of the biggest things I’m going to give you today is that truth is not truth, perception is reality. Whatever you are able to show the world is what they will believe to be true. Perception is reality. This is why expert positioning works. That’s why it works. You can do whatever you want, but you should choose wisely because if you show the world that you’re a confused loser, they’re not going to be attracted to you because people want to succeed.
Doesn’t matter who you are, you want to succeed. If that means money, whatever it means to you. Nobody wants to live in loser world. Everybody wants to be a success. These are the two books. By the way, who wants one of these books? I’ve got a few here. Oh, that’s so unfair. First row, right? That was good. That was really quick and she’s pretty, so that helps. Oh, there’s more people. Okay, maybe a bit later. I love the power, “No, not you. Not right now, sit back down.” That’s evil stuff, right? I shouldn’t be doing that. Anyway, two books, really good. A lot of people read this stuff and have successes, but the reality is did you ever buy a book and didn’t read it to the end?
Whoever did Spanish in 30 days? I bought that book. Lesson #1, Hola. I’m like, “I’m on my way. I’m going to be fluent.” Lesson #2, grammar. Oh, fu*k that sh*t, right? Italian in 30 days, chow, Lesson #1. Lesson #2, oh no, grammar. Oh, forget that. Who’s ever done that? Just me, cool. Now it’s very hard to do things from a book. I’m smart enough to know what I can and can’t do. What I can’t do is follow instructions by myself. I’m crap, I was crap at school all the way. What I do today is I buy myself into a course. I force myself, three days with whatever teacher it is, the best I can afford to get my hands on and I just let them do it with me because alone, if you could do it alone, you would have done it already. It’s not the knowledge. Are you kidding me? It’s the accountability.
Who knows how to get a six-pack? How do you lose weight, by the way, the two ingredients to lose weight? Eat, exercise. Again, eat, exercise. Why are you overweight? The answer is not that you don’t have the knowledge. The answer is I don’t have kicking my ass. You go to the gym, you’re on the little cross-trainer. This is good, yeah. Then you do a personal trainer session, “C’mon, one more, one more.” “I can’t.” “Yeah, you can.” How do you get results? Like this? Are you kidding me? We know this stuff. That’s why you must have a mentor and coach. That’s why I pay for coaching and mentoring all the time because I know I push myself. We don’t push ourselves. Not alone. You will never push yourself. Am I a bit too intense, by the way? You’re good? Okay, good. Book. Careful. Aw, man, don’t do that again. Oh, you’re welcome. Did you actually want one? If not, pass it on. You okay? Okay, cool.
Here’s my journey, part of history. Man, I love talking. I watch my own videos of me telling my own story and I cry. I’m like, “Oh my god, this poor guy.” The shed, let’s take you back to the shed. This was 2006. In 2006, I made my first dollar online. Yeah, it wasn’t about the dollar. It was about – what? It was about a system, but it was more about belief. Have you ever heard people can make millions online? Who has heard that? Keep your hand if you make a million online. Okay, most hands go down. Even if we hear something, when does it become really true? When you experience it for yourself. That is when it starts and, by the way, does this emotion stay at belief? No, it goes back again. The next day you’re like, “It’s not going to work again,” because we’re so programmed for failure, we’re so programmed for self-doubt.
I don’t go on stage for a few weeks, I drove here, I was really nervous. Liva says to me, “Hey, you’re really quiet.” I said, “I’m really nervous. I don’t think I can do it anymore.” Really? Then when I’m onstage, it’s coming back, but while I’m driving I’m thinking, “I have lost the gift I will not be able to communicate with anybody. No one will understand me, I’ve got a strong accent.” Who noticed my accent? Keep your hands down. Nobody. See, I told you. I’m master of the language, that’s what I do. Anyway, first dollar, 2006. I was like Yambo. Back then, I still lived in an ashram. I lived with 20 other people. I was broke, I had three jobs. Worked a pizza job, it was a nightmare. I was 20 years in a horrible…I shouldn’t say ‘horrible.’ A not enlightening situation. I always think my ex-wife might one day watch these videos and come after me, right?
It was good. It was good in its own way. I drew some learnings from the experience, yeah, but today I’m in love. That’s different, right? I’m in love, that’s different. Anyway, it was pretty crappy back then, but I started doing sh*t and ran workshops and things. About three years later, we turned over a quarter million. A quarter million is a bit of a watershed moment. If you run a business by yourself as a coach, consultant, maybe a couple of helpers around you, a quarter million is pretty much where you’re going to end. It’s a real threshold, it’s very hard to push over that and it’s got certain reasons. Unless you create some real systems around it and a worldwide audience, you’re going to be stuck there.
Between those three years, by the way, I had so many different businesses. Remember the little fire story? I had one here, one there. At one point, I had 13 websites. At one point, I had 500 different websites. Now imagine every website being like a little baby. How did I feel? Empowered? Are you kidding me? I was overwhelmed. You shouldn’t be overwhelmed, this is quite easy. You’re only overwhelmed if you don’t know what you’re doing, if you’ve got too much attention around, dispersed, drawn all the time. What’s good about this is 2009, I was divorced. I was pretty much financially free. I started living the dream. I met a wonderful, wonderful, wonderful person, which I’m going to marry in four weeks’ time. She’s actually here. Liva, do you want to just stand up? Just say hello to everyone. Best years of my life and more to come, right?
By the way, I’m 48 now. She’s 52.
You can start whenever you start. Don’t regret, don’t think back. Whatever it is, it is. Hey, sometimes do I wish I was younger? Yeah. Sometimes do I wish I was older? No. We all want to be young or you want to live longer, but it’s not about the amount, it’s about the quality, right? These are the most amazing five years of my life since 2009 because I started doing things differently. I’m the same guy. I’m still afraid, I’ve still got worries. I still wake up thinking, “Sh*t, it’s all going to go away.” This thing won’t change, but what you can do around you and the message you put out there, that can really change.
I started getting better with this stuff. A year later, we moved to Cyprus. I’ve always wanted to live in the sun. Now that’s a stupid, stupid idea if you come from Austria. After about four months, I was about to poke my eyeballs out. Another blue sky day, five in the morning, heat blistering down all day long. You can’t even see the bloody laptop. It’s insane, right? Yeah, mobile lifestyle. You sit on a beach with your laptop. You’ve got no wireless, you can’t see the bloody screen. These pictures are fake. It doesn’t work.
That’s not living the dream. Living the dream is not having nothing to do. You’re going to kill yourself. Living the dream is having purpose, everyday giving all you can. The happiest you’re going to be is when you come home at night and say, “I’ve given everything.” When you go and you leave this planet, you want to say, “I’ve given everything,” not that I’ve had lots of spare time. Give me a ‘yeah.’ Am I right? Yeah, of course. I had the spare time. Hey, when you’ve got no money and no time, I guess it’s normal you want money and time. Once you’ve got money and time, the big question mark arrives. Why? What the hell? What should I do with myself? What’s my reason, what’s my purpose? Whatever you find in yourself to be true that you want to get out there, you want to get the biggest possible audience. That’s expert positioning.
By the way, what we did here, in one month while we were living in Cyprus, we did a quarter million dollars in one month while I lived out there. Totally works, no doubt. A year later, I was head-hunted by a company. I was really proud and I thought, “This is going to be my big ticket.” Hated it because the values weren’t the same, so you’ve got to make sure when you join a company, where you work that the values are right. We just had a great exercise earlier from the branding guys about values of your customers and you and your business partners. Business partnerships are not trivial. They’re partnerships, like a real partnership. You’ve got to have the same values. If some guy’s highest value is money and profit and your highest value is integrity, how do you think it’s going to work out? There will be a conflict.
There was. I left the company, I started again in 2012. I started Expert Success by myself. Now what Expert Success has given me, which is really cool, is in 2012, the first year, half a million pounds. When I started to get my message right, everything just went like this. Since then, we’ve been able to double and double and do more and more. Now the one big lesson I want to show you here, I’ve got here different businesses – internet buddies, blueprint coaching, SFM, this, this, this, this, this. I’ve had so many different businesses. What is the one thing that stayed consistent all through that time? Me, I. I don’t what the right…me or I? Me…and I and myself.
Pretty much personal branding, let me ask you a question, you coaches. How much time did you ever spend thinking about your company name? Who spent more than an hour thinking about their company? Who’s got a stupid name like ‘Universal Vision Alliance United’ or something? You know what? We want to sound big. Don’t sound big, sound small, sound personal. The biggest thing you can do is be personal. The big companies want to be personal. Did you ever notice how the washing powder has changed? You want change, everyone wants to be like your best friend. You’re already there. Don’t try to be a big company. Be yourself. You’re already unique. Brand means being unique. If you look at what branding means, have unique features or discriminating factors between you and the other offer. Put your mark on your website, you’re unique.
Uniqueness comes from just being who you are and there is two billion people right now looking to solve problems. If you’ve got anything, anything that can transform me from poverty to wealth, from sickness to health, from damnation to salvation, from aloneness to togetherness, anything, if you’re a spiritual coach, a relationship coach, a business coach, if you can help me with anything, you will make money, but you’ve got to let the world know. If I’m not onstage, if I’ve got no microphones, my message can’t go out there. Without a megaphone, if you speak to your old mates again and again, you’re not going to make the money. Money is a logical consequence from the clarity of message, plus the size of your audience, plus the product you have – just three ingredients.
The industry, pretty obvious. This is Mr. Tony Robbins, in case you haven’t seen him for a while. Who doesn’t know Tony Robbins? By the way, it’s totally okay. One or two people. Alright, he’s got a wealth of about a billion dollars. He’s a self-development guru. He pretty much brought NLP to the masses. He runs events for 10,000 people, he makes multiple millions on every event he does. He’s the epitome. When I saw him first, I thought, “I want to be that.” Not much chance being an Austrian half his size, right, but you just do what you do with the gifts you’re given. The industry is large, it’s fueled by two forces. The breakdown in trust, for the last 15 years, I’ve seen a massive breakdown in trust. We’ve stopped trusting – who? Give me a couple of ideas. Governments, banks, religion, but we have this big breakdown in trust, corporations, and the monetary system.
What happens when trust breaks down? How do people feel? Afraid, betrayed, pissed off, but you’re also very uncertain. What do you do when you’re uncertain? They look around for leadership. They look around for anybody who’s got the guts to stand up and say, “C’mon, let’s go.” There are billions of people right now in this place and they need you to stand up, become an expert, lead a tribe and change the world. Small things, not some big ‘oh yeah, peace one day.’ Great stuff, right, but go out there and make a difference to one person, one person, one person at a time. It is leadership because we all worry. This breakdown in trust and the internet revolution made it possible. Today, you can have a TV channel at zero cos, you can send messages to thousands of people, zero cost. Everything is pretty much free, you’ve just got your ducks lined up, easy stuff.
Fifty years ago, I couldn’t have told you that story. Ten years ago, I couldn’t have told you that story because it didn’t exist. We’re at the unique time in history where these things all combined and that is very, very exciting. That allowed me within the last five years to move out of a shed, out of a relationship that was abusive and everything else to live where I am today. I couldn’t have done it without the breakdown in trust and the corporations and I couldn’t have done it without the internet. Leverage this stuff, be bigger than you are right now. It spans all markets and niches, it doesn’t matter what you do. So why would you choose to be an expert? Pretty obvious – you make more money for less of your time. Who wants that? It makes sense. Right?
By the way, I sell my time for money.
I just sell a little time for a lot of money. Everyone trades time for money one way or another, but it’s a little time for a lot of money, not the other way around. You do what you love and get paid for it and you get chosen instead of keep chasing. I love what I do and I hope that it comes across. Who feels that I’m kind of passionate about the course? Yeah, two or three of you. I can’t hide it. I had one job once when I was an IT trainer for Hewlett-Packard. I just hated it and it came across. If you love something or you hate something, it will come across and you know what? Life is short, so do what you love. Both my parents passed away in the last two years and it was a tremendous wake-up call.
How many summers do you have left, summers coming? How many summers have you still got? Let’s say it’s 40. That’s not a lot. Let’s say it 30, let’s say it’s 20. Who knows? Two weeks ago, a friend of mine died – boom! You should at least do what you love. Making lots of money, that’s actually secondary – believe me or not – because that is of no value unless you’re driven by a purpose. One of the big things people always me is, “Hey, Dan, I’m not expert. How dare you say I’m an expert? Here is my simple solution.” You are already an expert and here is why. An expert is classified as somebody that knows more than 95% of the population. Would you say that this is an expert?
If I said I know more than 95% of everybody, would you agree? Pretty much, right?
If you say, “Wait a minute. There are 100 people in the room and I know more than 95 of them, I’m an expert in that area,” would you agree? Is that okay? That means if there’s about 20 people, if you know more than 19 people out of 20, you are an expert. Let me do this, we’ve got about 100 people in the room. Do you believe there’s one area of your life, of your business where you know more than 95% of the room? Absolutely. Who believes that? Everyone does. That means you are an expert because – I call it the 19:1 rule – this person here knows more about one area or another than anybody else. Definitely about how to grow a long beard, right? Nobody else has got a long beard. He runs seminars – How to Grow a Beard in 90 Days or less, Woman May Not Apply. “Hey, I’ve got my formula, I just don’t shave. What else did you expect?” That’s the formula of growing a beard – don’t shave. I made that up. Should we scratch that from the talk? Cool.
This person, I don’t know what she does, but she knows more about one thing based on her life experiences and unique skills and gifts, whatever she does, she knows more. If she lets the world know, she’s going to have people following her. This person and this person and this person, pretty much anybody. Here’s the great news. You don’t have to know 100% about a topic. Every topic, we have 100% here and 0% here. You are somewhere along that line. If you choose to teach property or business or marketing or charisma or dress sense, makeup, I don’t know what it is you teach, but if you’ve got something to say, you will be somewhere along that line.
Who’s interested in nutrition?
Who knows a little bit about nutrition?
Let’s have a look around. Look around, guys, turn around. It’s about, I would say, 10%. We pick out one person, this lady here. Knowing nothing about nutrition and knowing everything there is to know about nutrition, where would you rate yourself in percent? Sixty, cool. Sixty sounds confident. It’s good to sound confident, but here’s the one important thing. Who can she teach about nutrition if she knows 60% of what there is to know? Everybody where? To the left. Who can she learn from? People from the right. What’s new? I promise you, if she’d said, “I know 20%,” there are some situations where somebody knowing 20% of a subject matter can be a better teacher than somebody knowing 60% or 80% or 100% in my view.
Why? Because they can’t understand how to get started. Whatever it is, wherever you are, you are an expert just for the right people. You can’t teach everybody. Nobody can teach everybody. It’s a stupid start. Teach the right people who understand you, that want to learn from you the next step. How far ahead do you have to be of the people you teach? One step. The good news is as they are your students, you keep moving on and they come with you. I have students working with me since 2009. From the moment I started to setup shop, they still work with me, but not because I’m still the same, but because I keep moving. I keep learning, I keep getting better.
I want you to come and see me again one day and say, “You know what? I heard him in 2014. He was awesome, but I’ve seen him now, he’s even better.” I want you to know that I’m getting better because I’m working on my crap. While you do that, you get better and that’s the secret. Nobody’s there, “Ooh, I’m an expert.” What’s people going to say? Just claim it. In 1889, I don’t know if you remember the time…thank you. That needs about five seconds of sitting. In 1889, there was a unique event in America called the Oklahoma Land Run. Crazy stuff. I think Tom Cruise did a film about it. He was trying to be an Irish man in the film. It’s really crazy, but the fact is the government said, “Here’s a lot of land. All you’ve got to do is show up tomorrow morning, bring a couple of stakes and you can claim the land.” If I told you tomorrow we’re going to have the Buckinghamshire Land Run,” would you show up. Put up your hand if you would show up if there was free land to claim. Most of you.
A few people don’t believe and I understand that. You would say, “This is just not possible,” but the ones who turned up with their stakes and when we said ‘go,’ they ran out and put a stake in the ground and this is their land until today. In Oklahoma, it’s called the Soonest State up until today because the people who showed up sooner got the biggest land. This is fascinating stuff. Why? Because today we have another land grab and it’s called virtual real estate. Virtual space is up for grabs and all you’ve got to do is – what? Claim it. Now if you say, “Yeah, I don’t believe you,” fine, somebody else will have it. That’s just the way of the world. If it’s there for the taking, someone will take it. That’s all it is. You can grab that space anytime you want. You’re already an expert. All you’ve got to do is claim the space, claim the positioning. Who is good so far? Get that? Say ‘aye.’ Good stuff, let’s move on.
Expert positioning is not awarded, it is claimed. It is what? Claimed, so all you’ve got to do, in the break, get a little sticky note, name labels and write down relationship expert, nutrition expert, personal life coach expert and just see what it does for you. Then go out and tell people, “Hey, I’m an expert on this.” They’re going to be okay with it because who are they to disprove you or to question you. It’s all about standing up and claiming it. How to become a seven-figure expert? Very simple, it’s just three steps. How many steps is it, gentleman? Three. By the way, last year we did something really special. We produced these really amazing, little boxes and inside these boxes are USB keys and those USB keys are empty. You’ve got four gigabytes of space on it. You do whatever you want and it’s amazing.
I have one here. Who wants one? Well done, sir. Well done. By the way, one day someone’s going to get hurt. They’re really beautiful, by the way. They’ve got like this brushed red and aluminum when you touch them. Who’s a sensory person in this room? Who likes touching things? Oh man, I like touching things. Did that come out wrong? Anyway, three steps. Take notes, draw that. Who can make this drawing? C’mon, three circles overlapping. Easy, go for it – one, two three. 1) Top, just write down ‘brand.’ Keep it short. Personal brand, to be specific. You need a brand and that just means a voice, a clarity of message. You just need to push the information out there. 2) You need products. I call it ‘teaching product staircase’ and I will make a case for why this is. You need some products because if you’ve got a great brand, nothing to sell, you can’t make no money. 3) You need an audience.
Ideally, a loyal, buying audience because a acquiring a customer is the hardest thing. Keeping and looking after customers is actually more pleasurable and long-term relationships are more fun. If you’re a one-night stand guy, okay, I’m not going to question that, but long-term relationships have something called love, which is special and you can have it in your business as well. One of the highest values in business is love and people say, “You’re stupid.” I say, “Okay, you go and work with the other guy,” but who gets me is with me and who doesn’t, sayonara, I don’t want to work with you. If we don’t share views and we don’t share how the world works, there’s not going to much love in our relationship – done. The great news is that when those three are driven by passion – draw a little heart right in the center – if this is driven by passion, you will magnetically, automatically attract money. You cannot fail to.
Now if this sounds too simplistic, let’s put it to the test. Let’s say you’re passionate about your cause, you’ve got a powerful brand. You’ve got a strategic product offering where people can leap from the smallest to the high ticket and you’ve got a loyal, buying audience who loves you and follows you. Can you make money? Absolutely. Let me ask you a question. I didn’t say it right at the beginning. Who in this room would like to make more money right now? Pretty much everyone and that’s okay. If you want to make more money, spend five seconds, looking at this graph and tell me immediately, circle the one area you think you’re not doing well enough. Maybe it’s all three, but if you had a stronger brand, a better product offering, a bigger audience, could you make more money? Yes, so why don’t you get to work and fix those three things. It’s only how many things? Three. It’s not complicated. It’s easy, it’s simple stuff.
Now here’s my personal brand. I did invent that system. It’s got normally a mug shot on there. It’s got a kind of strapline and then all through the workshop, we work very hard on the strapline. It’s got a way to opt in and learn all about you. Donald Trump’s got one. Brendan Burchard’s got one. Deborah Meaden’s got one, Robert Kiyosaki. Do you see how they’re all smiling? That’s a clue. Don’t look grumpy on your website, right? Model success, don’t do the serious pose. Don’t do scary sh*t. There’s a clue, they all look the same. Now here’s James Caan. I promise you, if you meet Jams Caan, he doesn’t look like that. It’s not the friendly ‘ha-ha-ha, let me take my glasses off, I want to share a joke with you.’ That’s not him, but why does he do that? Why does a billionaire have a personal website?
By the way, what is his business called? Who knows his business, what is it called? Hamilton Bradshaw. Who knew that? Nobody. Who knows James Caan? Everybody.
Here’s my case, it’s a personal brand. I don’t care what your business is, I want to know who you are. Why does James Caan bother to build a personal brand? There’s one word in his mind why he bothers. Power is one. Maybe that’s in his mind as well. A story? Expertise, positioning. There’s something more devious than that. Trust? Trust is good. Search-ability. One more. Recognition. There is something you haven’t touched on yet and this is really key. It is reputation management. Everyone can write about James Caan whatever they want.
The internet is a big graffiti wall. Anybody can write anything about anybody and if you searched James Caan, you get millions of search results. Most of them are not written by him or about him nor are they positive, so if you don’t take control of your online reputation, somebody else will and guess what they have got in mind? Not your best interest. Whose interest have they got in mind? Their own. Either you have your own plan or you’re a part of someone else’s, so if you want to fix this stuff, you’ve got to take charge of your own online reputation and it starts with your personal brand.
If I Google you, I want to find you. If I Google you right now, what would I find? Would I find you at all? If I don’t find you, I’ll find the next guy because you’re not the only person offering me a solution. You’ve got to start managing your reputation. Everyone does the same story. That’s me and James in 2009. I spoke on internet marketing, he spoke on business. Pretty nice guy, by the way, totally fake smile. I don’t smile either, right? This is really why reputation is important. If you go to his website, he has only pictures and words and stories and videos where he looks exactly how he wants you to see him. This is perception. This is not how he is, by the way. It’s how he wants you to see him. Nobody knows who you really are, truly. I don’t give you all of what I am. I choose today to give you certain information about myself, which I think is conducive to my goal, my outcome and you make your judgment if that works or not.
You would do the same thing online and why is good to do it online? Because you’ve got a 24/7 engine working for you. Right now, you run out of time. If you want to talk to just this room one-to-one, you run out of time. It will take two days just to talk to everybody. If you can watch my video, a billion people could watch my video, it will cost me zero of my time, it costs me zero of my money. That’s leverage.
There’s a couple of simple things every brand has. I didn’t invent it, I just studied it. Personal domain, that just means your-name-dot-com. You’ve got a custom header, you’ve got a professional picture where you smile. You’ve got a couple of social media connections, so people can follow you whenever they want. You’ve got like a list opt-in, so people can download a report or a book or a chapter or something and you’ve got a welcome video, ideally, where people can learn more about you. Most successful brands I know have those ingredients. Copy them. Not rocket science.
The biggest thing that lets people down is the clarity of message. People don’t actually know what it is that they are standing for. Too fluffy, too varied. Let me give you one good example of a lady I worked with, Tyra Coley. She was a property investor and she had a website called ‘Bluebell Properties.’ She sells property investment strategies and helps people with sourcing property. I told her to design a personal brand. She came to my workshop and we pretty much in three months had to employ two more people and made £60,000 in additional profit.
This is because of personal branding. Before, she had a personal business brand. Nobody cares about the business brand. They want to know who the person behind it is. Hewlett-Packard, one of their CEOs, Mark Hurd, he was accused of sexually assaulting one of his employees. The next day the stock price of Hewlett-Packard fell and they lost £20-30 billion. Let me ask you an important question. Are their computers any less reliable the day after the news broke? Do their printers still work? Why do we as human beings assume a company is less valuable? Because we want to know who the person behind it is. We really deeply care about what a person stands for, so once we understood that, we actually created lots of business value of putting personal brand before corporate brand.
Now here is something, which is unusual. It’s about a year ago, actually, Tara sent me this email and I will read it out to you. Hey, Daniel, hope you’re well. Just a quick one. I wanted to say I got an email from my dad. I’ve been looking for him for 21 years. He found my website from his small village in Uganda and he said he’d been searching for me for years. I’m going to meet him next month. My website is truly the best thing I ever did. Very emotional right now, but so thankful I came on the course. How about that? I wept like a baby. I wept like a baby when I got that. Do you think I was more excited about this than when she told me she made 60 grand? You’d better believe it. I was so pleased.
By the way, when you come on my course, I can’t promise you you’re going to find some long-lost relative. “Hi, Dad, I was looking for you for years.” Oh sh*t, right? “I found 15 of my little children when I put up my personal brand,” so I’m not responsible for the outcome of who you find from your lost families – I found you, bastard. Keep smiling. That’s just Tara, that’s a very short video from Tara, which she recorded for me about her success.
I love this stuff, right? She’s so lovely. I love Tara. I mean you know what I mean, baby, in a kind of spiritual way. Anyway, moving on. I want to tell you about this course she spoke about. See, the thing is I don’t run many of these courses anymore. We do some really cool stuff with American E-commerce, which has really taken off, so we’ll be running two of those and the timing couldn’t be worse because one of the two courses…I shouldn’t say this.
One is next weekend and the next one is in November. The one next weekend is 13th-15th of June. You might want to write those dates down. I know you’ll be looking at buying some courses this weekend, so make sure this fits. The other one is the 21st-23rd of November. It’s a three-day course called the Expert Success Accelerator, but it’s all about getting the three parts – brand, product and audience – online for you. Very small workshops, 20 people, 25 maximum. It’s me and my business partner, James, coaching you and doing the work with you. Expert Success Accelerator, I hope you remember the acronym. You’re going to look at it in a minute and say, “What does ESA stand for again?” It’s just a lot to write, so I want to keep it shorter. The official price of the course if £2,495 and you get a couple of cool, little bonuses, which I will tell you about later.
This is one of the most important parts you’ve got to learn. Right now, what I want you to do is look to your neighbor, pat him on the shoulder and say, “Pay attention.” If you have slept so far, this is important. Tell yourself. This I call the Expert Success Matrix Level 1. Now here’s the reality. In any market, any field, remember I told you most people here are broke and desperate, great knowledge, but no message all the way here to people who make it very easy. Here are the four categories. Category 1 – generalists. They’re called what? This is why. Because they’re just commodities. You can go anywhere, they can all do the same thing. I’m a live coach, good luck. So are a million other people. They’re just generalists. This is why they can only earn up to £25,000 a year. Why? Because they’re leverage factor is one. The leverage factor is what? One, which means I work one hour, I get paid. Most of you give hours away for free. This is 80% of the people.
Next level up – specialists. They’re smart enough to say, “I’ve become a relationship coach.” That’s niching. You know the rule, right? When you do that, you belong to 15% of the population, smart people and they’re like, “You know what? I’m smart here. I use some leverage stuff.” You learn about internet, you have a membership site. You have maybe an employee, an admin person. That’s how most of us start, right? From alone to the first guy, “Hey, I’m doing 100K.” By the way, massive miles doing 100K by yourself. Congratulations, massive milestone. Then with systems and working hard, two years later you might do a quarter million. Ceiling – bang – done. Why? Because of your position in the market. Nobody’s prepared to pay you more if you’re just a specialist.
The level above is called Experts. It’s called what? Experts. Experts get paid more for doing the same damn thing. If I were you, I would just put that on my label and say, “I’m an expert now,” and make sure the perception in the marketplace matches that. By the way, Bob Marley said a great thing. He said, “You can fool some people sometimes, but you can’t fool all the people all the time.” I’m not telling you to make sh*t up, I’m not telling you to manipulate people or tell lies. What I’m saying to you is portray yourself in the best possible light, give the right information in the right order. This is called marketing. Get the right information in front of the right audience in the right way. It’s called marketing.
There’s one level up top. If you’re good at math, you can work out there’s not much left. There is something called Celebrities. They’re 0.001%. These are the guys that just get all the money for no reason. Let me ask you a question. If you have to buy a Christmas present and you go to your local store and you see a salad bowl, it looks quite nice, it costs £5, it costs about 20 pi in China, by the way, and then you see a Jamie Oliver salad bowl, which is exactly the same thing. Which one do you buy if it’s for a loved one? They Jamie Oliver one, right? This is called celebrity branding.
Just putting a bloody name on a salad bowl that he neither designed nor made creates value in the marketplace. It’s called making money out of thin air. If I put my name on some products, I’m not Jamie Oliver, I’m not a celebrity, but in some market segments, putting my name on something will add value. Donald Trump, you can buy his name, license his name, put it on your building in New York, it will be worth £100 million extra. Same building, so the value of branding, personal branding, your name is extremely important.
Now let me help you with where you want to be. This is called the brown zone. It’s called what? Why do you think that is? It’s not chocolate. Because life down there is what? Life down there is what? h*t. If that goes against your religious beliefs to swear in this room, just mutter it under your breath. The reality is this life is not going to get easier at this level. What about this? This is the golden zone. It’s the Midas touch, so whatever you touch turns to money. You can put your name on a salad bowl, it will be worth money. You put your name on an education program, which does exactly the same as the other guy, but yours would cost ten times more because of your name, but the most fascinating part is this one – the green zone. That’s where I work.
I help you. You have to be with some specialist knowledge, I help you become a highly paid expert doing what you love, doing the same thing with my proven and tested strategies. By the way, how do I know? Because I have a book, a book full of stories. Who wants one over there? Oh no, I’m so sorry. Are you okay? Were you a bit sleepy? Now you’re definitely wide awake, right? I felt really bad. It’s the first time it’s happened. I’m really sorry. You’re very sweet, thank you. Thanks for the gift. This is pretty much the same matrix, but what’s really important is to just put it into perspective where we are working here. There is a real funny curve going on. If you lower down the matrix, this is what will happen. You will have massive competition because everybody who knows what you know is competition. Everyone knows the same stuff. You’re a commodity. I’m the personal trainer for £15/hour.
Now I know personal trainers that charge £15/hour, £20/hour, £30/hour, but I also know a guy who calls himself The Body Transformation Expert. He charges £10,000, 12-week program. Does he know something the other guys don’t? The only thing he does know is how to market himself. It’s not in the techniques, how he trains, the nutrition, it’s none of that. It’s all about perception in the marketplace. He can’t work with anybody anyway, so he chooses the best clients he can. Now massive competition down there, very small audience. Only people on the left, people who know less than you and, of course, no money, which has to go around all these people. If you’re up here, life’s sweet. Very little competition, I would even argue zero competition. I’ll tell you in a second why that is. Massive audience, massive amount of money.
Up there, do you think that Jamie Oliver is really in competition with Delia Smith? No, different tribe. Is it about the cooking? No, so you know this stuff. People follow a Gordon Ramsey or Heston Blumenthal not for the recipes. Nobody cooks this stuff anyway. Is this true? Do you still buy the cookbook? Yes. They give them away, right? This is crazy stuff, but we’re all doing it. Enter the market of crazy stuff. Here is something very important.
There is a magnet down there, it’s called the sh*t magnet. It pulls you down into the gutter. There’s another magnet up here, which pulls you up into the heavens of the sweet life where you live the dream. Now the problem with that is there is a resistance to get over that first little hump. Then it gets extremely easy. It’s called inertia. It’s one of Newton’s laws. When you get started, it’s hard, it’s slow, but once you get going, you get something called momentum and it gets easy. Before you know, you’re attracting this stuff. You’re attracting better clients, you’re attracting more money.
I know it sounds cuckoo, like The Secret, Law of Attraction. It’s true. It’s true, it works, but you’ve got to do the groundwork first. I tried the meditation part, right? You’ve got to actually do stuff with that. So what level are you on right now? You know it. You don’t have to tell me, you know. You know where you are just based on your income stream, just based on the strength of your brand. You know it. Now when I got onstage, I told people, “You know what? I will be on time.” I lied. I got so sidetracked with stories. By the way, are you getting value? You’re loving it? You’ve got to be louder because they’re looking at me like, “Time is up, mate.” I see some very concerned people back there. We’re going to speed up. I tell you what I choose to do. I will choose to play you a lot less videos because when I played Tara’s video, as lovely as they are, I’m like, “C’mon, I’ve got stuff to tell you.”
Who wants to see lots of videos? Okay, that’s good. I’m glad. I’m going to skip some of these videos. Cool. Here’s one I’m going to skip. Sorry, Debbie. There is like ten people in there all saying I’m really great. Do you want to see it? Trust me? Good, you should. It’s a good video, I’m going to skip it. Boom! That was easy. Here’s one last really important part you need to learn, which is when we build your brand, when we do the three-day workshop together, you’re pretty much going to learn how to automatically attract and convert qualified prospects because you want to only work with people who are qualified to work with you, pay you the money you deserve and get the right results. Do you think that every client is equal out there? Of course not.
Here are the five steps. When people find you first, there is one very important thing in their mind. They look at your site and there’s a look and feel decision that is made in an instant. That look and feel decision is do I like what I see, how does it feel in my gut? What’s your own behavior? You ever land on a website, you look at it and you’re like, “I don’t like the look of that.” This person could have been your savior, but you never get to make that decision because the first impression is wrong. If you don’t get your look and feel right, you’re out of the game. After about three seconds, there is something called the strapline, the promise. This is where you have to hit them hard with a clear message. What is it you do? The question in their mind is going to be, “Who are you and why should I care?”
If you can’t help them to answer their question, they’re going to leave. If you don’t immediately hook them in and say, “You know what? I can help you create wealth or health or spirituality or relationship,” or something that’s really interesting for them…no space for platitudes. Nothing like, “We provide a good quality service.” No one cares. Then we have something called authority – earn the right. We have a very simple formula that you follow, then your CV will read like a strong, authority statement. We use words like ‘author, creator.’ We use words like ‘founder.’ We have a very simple formula that you can follow. It’s five steps and you’re going to have an authority piece on your website. This is amazing and, of course, we do that together at the workshop.
We need to write for left and right brain. If you’re aware of the brain research stuff in the ‘60s by Sperry, we have two sides of the brain. One is logic, one is emotion. You’ve got to write for both parts. We’re going to write to the neocortex first, left brain. Then we go down into the limbic area and they want to see different words. Most websites reads like somebody’s thrown up onto the neocortex. It’s just left brain, left brain, left brain, left brain. We talk a lot more right brain and we’ve got a very simple formula. Then you have something that people can take action on. They land on your site, the look and feel is right. If it’s wrong, you’re out. Step #2, what’s your promise? You still in? You’re out. What’s your authority, what’s your humanity? What’s your lead magnet? Only then have I got qualified prospects that I can work with.
The good news is I don’t have to deal with all these people on the way. They self-qualify. We’re not knocking on doors selling bibles. We’re not Jehovah Witnesses. By the way, how welcome are they in most homes, you guess? That’s not a good strategy. It’s like cold-calling. It’s much better if you go to the church where they already are and that’s where everyone is welcome because you actually have attracted the right people. Instead of knocking on doors with your book, you should build a church where they come to. Does that makes sense, by the way? Absolutely. That’s what we’re doing. In simple terms, this is the same graphic that we’re building here.
People come to you from social media, they come to you from word of mouth. They come to you from the web and then via your website, we have these five steps – look and feel, promise, authority, humanity, lead magnet – and then they’re part of your three-step or four-step or five-step funnel, which is multiple products. On the workshop Day 2, we’re designing this together. The two big questions on people’s minds is simply who are you and why should I care. If you can’t answer the question – why they should care – immediately, they’re not going to be interested in what you’ve got to sell. Now on the day when we work together, I’m going to help you write your promise, your compelling proposition, but following my very simple strapline creator.
You pick one word from every function and you’re going to have a strapline that is pretty much so powerful, it’s going to knock most people out. We don’t have time to get into this, but this is just one of the processes we do. It’s pretty much painting by numbers. Who can paint by numbers? Of course, we all can do it, right? You don’t have to be an artist to just pick the number, choose, done. The single biggest problem that most people have, why they don’t make money, is because they sell their time for money without automation or strategy. To fix that, we have something called the product staircase. You’ve seen that before, some people call it the funnel, some people call it whatever it is, but you must have multiple products. You must have how many products, more than…? One. Multiples and logically they come at different price points. If you want to make some serious money, you’re going to really make sure you move that up.
Here is one of my funnels, very obvious. I’ve got my book on the frontend, I’ve got my mid-ticket workshop and I’ve got my high-ticket backend – the academy, Mastermind Retreat, Legacy Retreats and stuff like that. People naturally follow that funnel when you design it the same way. On the workshop on Day 2, we’re designing that funnel together. Here is an industry truth you must understand. People will Google you before they do business with you. If I Google you right now and I don’t find what I need to find, you’ve got a problem. You’ve got to consider these three things. First, people will Google you. Have you ever Google’d somebody after you met them? Put up your hand and then look around. That’s pretty much everybody and if everyone here does it, believe me, everyone else does it as well.
The second thing, there is a £100 million pie, but you’re not invited to the table unless you’ve got your online branding. The money is there, you can reach into it. You get, but you’ve got to come to the table with a little plate and we’re going to distribute that pie. The third very important lesson is you’ve got to leverage yourself. While I’m standing here onstage, I’m already leveraging myself. I’m speaking to 100+ people, but I’ve got hundreds of videos out there. I’ve got a database of over 30,000 people. I can talk to more people. The more people you reach, the better it is. This is me onstage at a super conference, a larger one. The bigger the audience, the bigger the paycheck. The bigger the audience, the bigger the paycheck. You want an audience – what – small or big? Big and that is really what you do once you’ve clear, personal branding because we can reach billions of people.
Quick recap, according to Forbes we are working in a £100 billion market, a growing market. The bigger the audience, the bigger the paycheck, you learned that. The 19:1 rule, all of you are experts, you’ve just got to claim your space and expert positioning is not awarded. It is simply claimed. The workshop I spoke to you about already, on Day 1, we do everything about personal brand. On Day 2, we design the product staircase and on Day 3, we cultivate the buying orders to the strapline. Our price, investment of that is £2,497.
This is the formula we go through over the three days and here is something that you might be interested in if you can’t make the workshops. I know the dates next weekend already. We actually created a 12-CD and DVD set of the whole formula, so everything you’ve just seen, the whole formula is available on CD and DVD and some people choose to learn that way. Cool. There are many, many different stories and people. Every one of them is a story that has created money from using the expert model. Many of them are in the book, in the Expert Stories. My question is are you next? Are you ready to step up and say, “You know what? I want part of the pie?” The doing is easy. I would say to you to find somebody who’s done what you want to do who is accountable and gets it going.
These people have the same things in common. They’re all leaders, they’re billionaires. They all have personal branding, multiple products and reach a large audience. That’s why they make the big money. Jamie Oliver’s value last year went from about 57 million to 120 million. He almost doubled his value by putting out some products, but not about the cookbook. Jamie Oliver is always on what? He’s always on a…? Mission. That’s critical to his success. It’s not about the cooking. I’m going to skip the video, lovely video. I love Ana. In a different way.
Let me ask you a question. You’re all educated people. I have two people here who can offer you property investment advice. The first guy on the left, the other guy on the right, who would you like to work with? The guy on the right, put up your hand. Who would like to work with the guy on the left? Nobody.
The reality is it’s the same person. What lies in between them is six months of working together on the branding. Perception is reality. Nobody would touch him. People can’t stop working with him. He’s now been on BBC One, on i.TV, he’s got a bestselling book on Amazon. He’s an accountant, for goodness sakes. It’s hardly exciting, right, but you know what’s exciting? He actually has proven tax strategies for high-net-worth individuals. He’s helped people save millions of pounds. For the right person, that’s worth a lot of money, but not with that online process. Perception is reality, there’s nothing more to it. He is even getting a High Achiever Award at my summit, amazing stuff. This little guy here, John Williams. I say ‘little guy.’ I hardly meet anybody smaller than me, so I call him ‘little guy.’
He has published a couple of books in 16 languages, amazing guy. The book is called Screw Work Let’s Play. Although he was a very well-published author, he hardly made any money. Working one year with me, he now makes over six figures and he’s running something called the Screw Work Academy, believe it or not, and people join in that. I’ve got a lovely video of John, which I’m going to skip as well. So people pay more for context than they pay for content. Let me explain. The context, the stuff that you know is not what the value is. That’s just a commodity. The real value is when you create a story around it, when you create context around it. Do you know what I’m talking about here?
Let me tell you a story here. I’ve two apples here. This apple cost 50P, like any apple on the market. This apple, which looks identical, is worth £5. Who wants to buy the £5 apple? Nobody, right? Because right now, I didn’t create context around it, but let me tell you a little bit more about this apple. This apple, ladies and gentlemen, it comes from the foothills of the Himalayas, a very small orchard. For hundreds of years, three trees only. Three trees and every morning, young virgins in little cotton dresses go to the river and with their soft hands, they bring drops to those three trees and they sing a sacred, old verse.
They water this beautiful tree and then those virgins have been specially chosen because they must have brothers because on one day in August when the moon is full, the brothers come and they twist every single apple in a clockwise manner and put it in a little ivory box. Then those brothers, together in the rowing boat, coming across the ocean and as they’re rocking across the ocean, they say the rocking motion adds a specific little value to the flavor of the apple. Now these apples are so rare and we’re so lucky that we’ve been assigned one small box of them and actually most of them are gone and I have one last apple here. Who wants this apple? It’s £5. Thank you, sir.
Okay, let me just be crystal clear. Wouldn’t it be awesome if that had the added benefit of truth? It doesn’t, it was a story, but can I ask you a question? Could you sometimes in your marketing create absolute truth, but still, are you missing telling the whole story. If you just say, “I’ve got an apple,” I’m not excited, but if I tell you the story, what it will do for you, where it comes from, why it is different, why it is special, that’s it. Then you get paid for context, not for content. You don’t need more certifications. You get paid for context and you can create your own context. I’m going to skip that. It’s a great video. Man, I wish you could watch the video. It’s awesome. Sorry. No, can’t watch it. After people know who you are and what you can do for them, they want to know can you do the job and how you’re going to do it because they want to know if you’ve got the authority to pull it off. That’s really the next step.
On the day we have the Frame of Name Credits, that’s another blueprint formula. You pick one from every column, you’ve got your perfect mascot. You’ve got the one thing that discriminates you from everybody else. I want to quickly show you because I told you at the beginning, on my first slide that this is going to be how to build a £100,000-£500,000 a year business and I want to quickly illustrate it very, very simply. We’ve got our brand sorted, we’ve got a couple of products and if you look at this, you pretty much look at the free to the £112,000. Would it be okay if I spend two minutes showing you how this works? Who is interested? Say ‘aye.’ Thank you, guys.
1) We start out with having 300 people a month attracted to our website. That’s ten a day. Who can muster that? With a bit of training, do you think it’s possible to have ten people a day come to your website and show interest? Who thinks it’s possible? It’s important that everything I show you, you absolutely believe it’s possible. I don’t say you’ll do it already, but is it possible? The answer is yes. What we start doing as a low-ticket, we say to people, “Hey, come to my preview event. Come to my preview day. Learn more about me and if you’re pretty good at your conversion – this shouldn’t be percent, it should be money – if you put in 20% conversion of these 300 people, you will pretty much make a little bit of money.
On the preview day, you talk about your one-day workshop and on your one-day workshop, you sell a continuation program. That’s something you’ve seen and that works every day of the week. That is about 9,000 a month and over a year, it would be that. How many days does it take you to do? It’s a one-day workshop a month and a 12-month program. This is a simple event model and some of you might choose to become event runners, others want to be consultants. If you want to do more, you’ve just got to attract more people. If you just follow that through all the way, you can see that having a few more people coming in, you make almost a quarter million.
This is a standard quarter million business you can do with a few people. Now if you want to double that money and please pay good attention to this one. This number is going to stay the same, but do you think it’s physically and humanly possible that I can get better at converting a person from one step to another? Who thinks it’s possible? Absolutely. You can do that by marketing strategies, by tactics, by techniques, by clearer messaging. If you do that, let’s just look at the numbers here, the conversion rate. By moving the conversion rate from 20% to 30%, you can move this up to a half million pound business, very, very simple.
The Accelerator, three-day workshop, we go through everything I’ve shown you today in great detail. We’re actually going to do it together. Day 1 – brand, Day 2 – product creation, Day 3 – audience. Here’s a little thing I wanted to share, I just wanted to throw it in. We started doing some e-commerce stuff in the US. Pretty new for us, but in the last few months we did £60,000 on that. Again, using the branding and product knowledge. A couple of great stories here from the guys, but I want to just wrap up here. I’m going to do one more short story of a guy called Francis. I’m going to skip his video, although it’s amazing like all the other videos and here is one from Ben, which is amazing, which I’m also going to skip. Now Ben is a scaffolding designer and he created a training course on scaffolding design. In six months, he generated £130,000 as an additional income. Absolutely amazing.
It’s been a pleasure. I hope our paths will cross, I hope I was an inspiration to you. Thank you so much for your time. Thank you, thank you.