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Table of Contents

Creating YOU By Design

The #1 Thing All Successful Digital CEOs Have

Your Beliefs About Business

Your Beliefs About Money

Alignment

Your Relationship with Time

How to LET GO of the Biggest Thing Holding You Back

Module 1: You by Design

1.1

1.2

1.3

1.4

1.5

1.6

1.7

Introduction

Define Your Breakthrough Year

How We Run Our Business

Mount Everest Exercise for 90 Day Cycles

Know Thy Numbers

Elevating YOUR ROLE

Two Essential Ingredients for Getting Anything Done

How We Work As A Team

Module 2: Working by Design

2.1

2.2

2.3

2.4

2.5

2.6

2.7

2.8

Introduction

Core Ingredients of an Irresistible Offer

Nailing the Promise (Part 1)

Nailing the Promise (Part 2)

The Right Process

The Pricing Framework

Bundles and Bonuses

Risk Reversal

Scarcity and Urgency

The Story

Homerun Offer Examples

Testing Your Homerun Offer

Module 3: Your Irresistible Offer

3.1

3.2

3.3

3.4

3.5

3.6

3.7

3.8

3.9

3.10

3.11

3.12

Introduction

The Messaging Framework

Your Ideal Customer

The Struggle

The Transformation

The Biggest Mistakes

The Missing Ingredient

The Objections

The Origin Story

The Poster Child

Identify Their First Step

Results-Oriented Content

Module 4: Your Sales System

4.1

4.2

4.3

4.4

4.5

4.6

4.7

4.8

4.9

4.10

4.11

4.12

100

102

103

108

109

110

111

112

113

114

116

117

118

120

121

Introduction

Which Phase Are You In?

What Exactly is YOUR Role?

Who to Hire?

Hiring a VA

Local Hiring Process

Getting Stuff Done

Module 5: Team by Design

5.1

5.2

5.3

5.4

5.5

5.6

5.7

Introduction to Scaling

Post Launch Process

When a Launch Fails

Increasing Promotion Performance

Increasing Your Launch List

Automation

Thank You Video

Module 6: Scale by Design

6.1

6.2

6.3

6.4

6.5

6.6

6.7

126

127

133

139

144

156

157

122

123

124

160

161

164

170

174

178

179

The Pivot

Putting It All Together

Identifying the Right Launch For You

4.13

4.14

4.15

Module 1

YOU By Design

The Oﬃcial Business By Design Manual

Module 1.1

Creating YOU By Design

WHERE YOU’RE AT IN YOUR BUSINESS...

Take a look back at how far you’ve come since starting your business,

what results do you have?

What are the results that you wish you had?

Module 1.1

Creating YOU By Design

HOW BIG IS YOUR EMAIL LIST?

___________________________________________________________

NO. OF SOCIAL MEDIA FOLLOWERS?

FINANCE:

What is your monthly REVENUE? _______________________

Previous Year-to-Date Income? _________________________

Previous Quarter Income? _____________________________

Other

Fans

Groups

Module 1.1

Creating YOU By Design

TEAM:

Team Members - Roles/Functions?

How many hours a day are you working?

Module 1.1

Creating YOU By Design

Your business is a direct reflection of who you are being.

Who was I being that created this business and these results?

Take an Inspiration Break

Click here to listen to Serena Ryan share her story...

Module 1.1

Creating YOU By Design

“What got you here, won’t get you there.”

What is your view of business?

What is the type of business you are committed to creating?

Module 1.1

Creating YOU By Design

Who do you need to be to create that business?

Module 1.1

Creating YOU By Design

“Begin with the end in mind.”

— STEVEN COVEY

A Commitment to Creating Your

Business By Design

(How To Get The Most Out of BBD):

•

Repeat after me: “I know nothing.”

•

I am willing to be ______% coachable.

•

How I ________________ business and what I

________________ about business ultimately

determines what is ________________ for me.

“Live from the end in mind.”

— JAMES WEDMORE

Module 1.2

The #1 Thing All Successful

Digital CEOs Have

THE FOLLOWING EXERCISES ARE USED FOR

MEMBERS OF MY INNER CIRCLE MASTERMIND.

Check out some of their stories here:

Being a part of the Inner Circle

has literally changed our

business. It went from 0 to 60 in

2.28 seconds. (Yeah James,

you're not the only Tesla fan!)

Prior to the Inner Circle, our

biggest launch was around

$28K. However, after just 3

months of being a part of this

amazing mastermind group, we

had our biggest launch EVER... over $300K!!!

This year has been a breakthrough year for us in so many ways.

We've overcome fears. We’ve gained so much wisdom and

conﬁdence. — The Tag Team Party Peeps

https://www.instagram.com/thetagteampartypeeps/

CASE STUDY

BRITT

CASE STUDY

JASMINE

CASE STUDY

RICK

Module 1.2

The #1 Thing All Successful

Digital CEOs Have

What does 100% Responsibility mean for you?

When you are the cause of your life, you choose how your life goes.

Module 1.2

The #1 Thing All Successful

Digital CEOs Have

WHERE HAVE YOU BEEN RESPONSIBLE

IN YOUR LIFE:

IDENTIFY YOUR BIGGEST WINS AND ACCOMPLISHMENTS IN YOUR

LIFE and pinpoint where you were responsible. (where were you the

cause in this happening):

PERSONAL WINS Where you were responsible:

_____________________________

BUSINESS WINS Where you were responsible:

_____________________________

_____________________________!

Module 1.2

The #1 Thing All Successful

Digital CEOs Have

WHERE HAVE YOU NOT BEEN RESPONSIBLE IN

YOUR LIFE:

WRITE DOWN ANYTHING THAT YOU HAVE COMPLAINED ABOUT

RECENTLY. This is anything that you’ve talked about that is describing

something undesirable, unpleasing, or unwanted and had an emotional

charge to it:

Next to each complaint, RATE EACH OF THEM, ESPECIALLY THOSE

RELATING AROUND YOUR BUSINESS ON A SCALE OF 1-10.

1 2 3 4 5 6 7 8 9 10

What am I avoiding responsibility for when I complain in the moments I

wrote above?

(NO BIG DEAL)

(RUINS MY WEEK)

Module 1.2

The #1 Thing All Successful

Digital CEOs Have

BONUS ASSIGNMENT:

CREATE A COMPLAINT JOURNAL

Divide your paper into 2 columns. On one side write down any

complaints you make throughout the day. On the other side, write down

where you were avoiding responsibility in that moment and what it

would look like if you did take 100% responsibility? See below:

MY COMPLAINTS

WHERE AM I AVOIDING

RESPONSIBILITY WITH THIS ISSUE

What would it look like if I took 100% responsibility?

Example: I kept hitting all red lights on the way

to my meeting.

Example: I didn’t leave when I said I would. If I

left on time, I might have hit different lights.

Module 1.3

Your Beliefs About Business

How you see business will determine what is possible for you.

So… WHAT ARE YOUR CURRENT BELIEFS? What do you say about

business? (Ex: Business is/not ______.)

WHERE do your beliefs in business come from?

Module 1.3

Your Beliefs About Business

WHAT HAS YOUR EXPERIENCE TOLD YOU about business (what are the

stories you are telling yourself about what it really takes to be successful)?

REPEAT FOR EACH BELIEF:

Does this belief align with the results you want?

Module 1.3

Your Beliefs About Business

What will it cost you to continue holding onto these beliefs? What

actions are you taking as a result of these beliefs?

Are the beliefs you wrote down facts or beliefs?

Module 1.3

Your Beliefs About Business

Are there any exceptions to this belief?

BONUS: DO ANY BELIEFS DERIVE FROM

ANOTHER BELIEF?

In other words what belief created this belief?

Module 1.3

Your Beliefs About Business

MY BELIEFS ABOUT BUSINESS

•

BUSINESS IS SIMPLE.

•

PEOPLE WILL ALWAYS PAY TO HAVE THEIR PROBLEMS SOLVED.

•

BUSINESS IS FUN.

•

THE TRANSFORMATION IS IN THE TRANSACTION.

•

THERE IS NO FAILURE, THERE ARE ONLY LESSONS & INSIGHTS.

•

YOUR SUCCESS IS INEVITABLE.

•

THE LESS I DO, THE MORE I MAKE.

On Episode 165 of The Mind Your Business Podcast I spoke to some of the

industry’s leading experts about what their beliefs in business are all about.

What are some of your NEW BELIEFS about business?

Check out what they have to say here

Module 1.4

Your Beliefs About Money

What is the relationship you’ve created with money (hint: look at your

bank account)?

Where do these beliefs come from?

Module 1.4

Your Beliefs About Money

WHICH OF THESE BELIEFS RESONATE WITH YOU

THE MOST:

☐

Money can’t buy you happiness.

☐ You have to work hard for your money.

☐ I feel guilty making money when others have less.

☐ I feel guilty for having more than others.

☐

Money ﬂies out much faster than it comes in.

☐

I find it hard to believe that there is enough money for everyone.

☐

Money equals greed.

☐ I can’t ever save money.

☐ I don’t deserve money.

☐ I always saw my family struggling with money, so I believe

there isn’t enough and I do not feel abundant.

☐

If I have money, my parents won’t love me because they see

money as a negative thing.

☐ The more you have, the more you have to lose.

☐ Money comes and goes.

☐ I am afraid of having tons of money and then the huge

responsibility of taking care of all the relatives that haven’t

been responsible for their own lives.

Module 1.4

Your Beliefs About Money

☐

Money is here today but may not be here tomorrow.

☐

There is never enough.

☐

It will take too much time to make the money I want to make.

☐ No matter how much I earn, I always seem to repeat ﬁnancial

patterns like staying in debt.

☐ Money gives me anxiety because I feel people won’t see my value.

☐

I am afraid to have money because people could take

advantage of it.

☐

I’m afraid of having money and losing it all.

☐

More money, more problems.

☐ More money, more worries.

Select the belief that stands out the most (or discover your own)

and answer the following questions:

What does holding onto this belief protect you from? How is it serving

you? How does it help you?

Module 1.4

Your Beliefs About Money

What happens to your ﬁnancial destiny if you continue to hold onto this

belief? What will your bank account look like 1, 2, and 5 years from

now? What about your business?

Can you ﬁnd any counter evidence to this belief?

Repeat as needed with all the other beliefs that came up for you!

Module 1.4

Your Beliefs About Money

WHERE DOES MONEY COME FROM?

What would your life and your bank account look like if you started

treating money like air?

Most people think that money will make them happy, but in reality it’s a

happy life that makes you more money.

— JIM FORTIN

Module 1.5

Alignment

Find your to Myers-Briggs Type Indicator by clicking here:

http://www.humanmetrics.com/cgi-win/jtypes2.asp

Click here to download your Unlock Your Super Power PDF:

http://www.mindyourbusinesspodcast.com/podcast/20

Disc Personality Test:

https://discpersonalitytesting.com/

Click here to Follow my personal MBTI Instructions/System here:

http://www.mindyourbusinesspodcast.com/podcast/20

LIST YOUR VALUES:

Module 1.6

Your Relationship with Time

Describe your relationship with TIME:

What is your experience of TIME?

What is it that you say or complain about when it comes to TIME?

Module 1.6

Your Relationship with Time

How does your relationship with TIME aﬀect you? How are you reacting

to TIME as a result of the things you say about it? How does it leave

you feeling?

When you describe TIME this way, what does it get you off the hook for?

In that moment, where do you get to avoid responsibility in your life?

Your relationship with time will determine how you experience time.

— JAMES WEDMORE

Module 1.6

Your Relationship with Time

What will your new story be about TIME?

Shift and transform your relationship with time.

Click here to listen to the podcast

episode I recorded about making time

Module 1.7

How to LET GO of the Biggest

Thing Holding You Back

How is service baked into your vision?

What are you making the judgements (or potential judgements) from

others mean about you?

Do what you love, and love what you do.

Module 2

WORKING

By Design

The Oﬃcial Business By Design Manual

Module 2.1

Introduction

Take a moment to complete this exercise by drawing ALL the bridges

you have created:

From the above exercise, select the bridge you are going to follow all

the way to completion.

To learn more about why context switching can hold you back, google:

“Context Switching”

Once the above bridge is completed, how can you sustain or automate

that bridge before starting the next one?

Module 2.2

Define Your Breakthrough YEAR

A BREAKTHROUGH is anything that you experience or accomplish that

you, at one point, thought was not possible. It took a miracle and

shifting who you are to experience it.

As entrepreneurs, we tend to overestimate what we can get

done in a day, but we vastly underestimate what we can

accomplish in a year.

— TIM FERRIS

Pick a date and time in the future

(i.e. End of the Year, 12 months, End of NEXT Year):

_____/_____/ 20_____

Imagine that you are at that date attending BBD Live,

and you are being honored as the biggest success story!

Module 2.2

Define Your Breakthrough YEAR

What would you have accomplished that would have the entire

Wedmore Team select YOU as the biggest transformation out of

everyone in the community? Be speciﬁc! (business-related or not.)

If you had a MAGIC WAND and you could wave it and have anything

just appear in your life in the next 12 months what would that be?

Take the time to RE-READ everything that you just wrote!

Module 2.2

Define Your Breakthrough YEAR

Who were you BEING that created these results?

Choose ONE to THREE words to describe who you were being in order

to create all of these breakthrough results:

Module 2.2

Define Your Breakthrough YEAR

BE THAT NOW!

Write down any action items, thoughts, behaviors, or habits of those

ways of being:

Module 2.3

How We Run Our Business

YOUR 12-MONTH REVENUE GOAL:

_____________________________________________________________

What is your revenue generating activity in each of the next 4 quarters?

Module 2.3

How We Run Our Business

IDENTIFY YOUR 3-MONTH OBJECTIVE

For now, let’s focus on Quarter #1

(And you can simply repeat this for each quarter)

Identify 2 revenue-generating activities for the quarter that add up to your

quarterly goal (Question #10)

Offer #1:

Price Point:

Sales Strategy:

Units Needed:

Revenue Generated:

Offer #2:

Price Point:

Sales Strategy:

Units Needed:

Revenue Generated:

Module 2.3

How We Run Our Business

Repeat this process for all four quarters so you can have a clear financial

plan that adds up to your total revenue goal for 2018.

Identify the 5% of activities that are going to result in 95% of the results?

Module 2.4

Mount Everest Exercise

for 90 Day Cycles

“What got you HERE… won’t get you THERE!”

THE MOUNT EVEREST EXERCISE

Module 2.4

Mount Everest Exercise

for 90 Day Cycles

Write down your 90-Day Revenue Goal (ie. $100,000 by Nov. 1st):

___________________________________________________________

Write your story of that day in present tense, as though you have

achieved your goal. (Example: It’s 7:30am I wake up and start my

morning routine, etc.)

From that place in the future, look back…

Module 2.4

Mount Everest Exercise

for 90 Day Cycles

What are you most grateful for having accomplished?

What did you do differently? What actions did you take to create these results?

Module 2.4

Mount Everest Exercise

for 90 Day Cycles

What are your friends and family saying to you once they find out the news

that you just accomplished your goals? What are you telling yourself?

What did you give up? What did you let go of, so that you could create

these results? (i.e. fear, perfectionism, etc.)

Repeat this exercise as needed!

Module 2.5

Know Thy Numbers

BUSINESS IS NUMBERS — you can’t improve that which is not measured.

Create money on demand with the goals you set within your

promotions (aka KPIs: Key Performance Indicators).

The number of people that go from one step to the next creates a

percentage or performance ratio.

CALCULATE YOUR LAUNCH GOALS!

EXAMPLE: WEBINAR

INVITED REGISTERED ATTENDED BOUGHT

30 10 1

30% 33% 10%

100

LAUNCH GOALS

INVITED REGISTERED ATTENDED BOUGHT

Module 2.5

Know Thy Numbers

INCREASE PERFORMANCE = INCREASE SALES

ANY LAUNCH/PROMO:

LAUNCH LIST

The people that have opted in, registered, or submitted their email

address (contact details) to participate in the launch.

SALES MECHANISM

The type of launch (i.e. Webinar, Video Series, Challenge, etc.).

TOTAL SALES

Total revenue generated from the launch.

YOUR LAUNCH

LIST

TOTAL SALES

SALES MECHANISM

Module 2.5

Know Thy Numbers

THE HOLY GRAIL METRIC

The number we measure the entire performance of a launch with:!

Earnings Per Lead (or EPL). This is how much each lead is worth to you

When you know how much a lead is worth to you, you know how much

you can spend to acquire new leads. When you know how much to

spend, you can SCALE.

How to Calculate Earnings Per Lead:

EPL = Total Revenue Generated in

the Launch Divided by Total Launch List Size

Module 2.6

Elevating YOUR ROLE

The Less I Do, The More I Make.

What is the value (or service) you provide in exchange for money?

When someone pays you, what do they get?

GROWTH HAPPENS IN STAGES…

INVESTOR

Module 2.6

Elevating YOUR ROLE

Track what you do in one day.

At the end of the day, highlight the items above that were the 5% of

activities that will yield 95% of results. For everything else, what is

spending your time on these things costing you? What is it taking you

away from?

Module 2.6

Elevating YOUR ROLE

LETTING GO

INVESTOR

Module 2.7

Two Essential Ingredients

for Getting Anything Done

TWO ESSENTIAL INGREDIENTS FOR GETTING

ANYTHING DONE:

1: _________________________________________________________

Rate yourself on a scale of 1-10: _______________

What can you do, what do you need to do diﬀerently, to make it a 10?

What would a 10 look like for you?

Module 2.7

Two Essential Ingredients

for Getting Anything Done

2: _________________________________________________________

Rate yourself on a scale of 1-10: _______________

What can you do, what do you need to do diﬀerently, to make it a 10?

What would a 10 look like for you?

Module 2.8

How We Work As A Team

HOW TO WORK AS A TEAM

What is a project-based business?

What & Why

How & Who

Module 2.8

How We Work As A Team

5-STEP LAUNCH PLANNING PROCESS

Let’s do it for your upcoming launch!

Step #1: Dream It

Identify your goals:

Hairy Scary: ______________________

Middle Goal: _____________________

Wimpy Goal: _____________________

How many units I need to sell: _____________________

How many people need to go through the launch:

_____________________

How much I should spend on FB Ads: _____________________

Module 2.8

How We Work As A Team

Step #2: Map It

Draw your launch map on this page (or you can use one of ours in the

Marketing By Design Module).

Module 2.8

How We Work As A Team

Step #3: Book It

Use the attached calendar to set the dates for your launch.

SUNDAY

MONDAY

TUESDAY

WEDNESDAY

THURSDAY

FRIDAY

SATURDAY

Module 2.8

How We Work As A Team

Step #4: Chunk It

Step #5: Do It

Create 8-12 Mini Projects

Who Is Responsible

Due Date

Module 3

YOUR IRRESISTIBLE

OFFER

The Oﬃcial Business By Design Manual

Module 3.1

Introduction

INTRODUCTION

“How are you expected to grow your business if you are

selling something no one wants?”

“What’s your oﬀer?”

90% of failed promos will come back down to an OFFER PROBLEM. In

fact, most struggling entrepreneurs are struggling, BECAUSE they have

failed to master the art of crafting and communicating irresistible offers.

And if you wanted a 100% GUARANTEED strategy for increasing your

revenue in the next 12 months, it’s as simple as:

Put More Oﬀers in Front of More People. Simple.

Ask for more sales from more people, and you have massively

increased your odds of making more money. BUT…

What if you don’t know HOW to craft a great oﬀer?

What if you’re doing it all wrong?

Module 3.1

Introduction

THE THREE RULES TO FOLLOW

WHEN CRAFTING YOUR OFFER

OFFER RULE #1: _____________________

•

People are buying ____________________ ...because, no one

wants a course... THEY WANT THE ________________.

•

Your people want the OUTCOME, and if you aren’t directly

speaking to that specific TRANSFORMATION, you are leaving

massive amounts of sales on the table and denying customers

the help they actually need.

•

An “OFFER” is a verb. It’s an ________________.

OFFER RULE #2: Your course is your __________________. Your

OFFER is the __________________ in which you present or sell your

course that makes buying it a __________________.

•

The 90/10 of Irresistible Oﬀers is your _______________________.

OFFER RULE #3: All IRRESISTIBLE OFFERS solve a

_______________ and speak to the desired __________________ of how

the prospect’s life can be ___________________.

•

So, are you spending more of your time talking about your

course… or your prospect’s TRANSFORMATION?

Module 3.1

Introduction

CLARIFYING THE TRANSFORMATION

If this is the 90/10 of a GREAT OFFER, we can’t afford to get this one

wrong. So, to do this effectively, there IS a process involved. Skipping the

process, rushing it or doing it wrong will only hurt your sales. And in

order to do this, we simply start with where your prospect is right now at

this moment.

__________________________________________________________

Put It Into Action

In order to do this exercise properly, you’ll have to ERASE *ALL* of your

existing products and courses in your mind. You’ll need to remove all

attachment and meaning to what you’ve already created and be 100%

present with your prospect as if TODAY was the ﬁrst day you started

your business. In fact, THEY are technically crafting the oﬀer, NOT you!

Ta ke a moment now a n d g e t p re s e n t with yo u r i d e a l c u s to m e r. C l o s e

your eyes if you need to, and simply connect with them. See them in your

mind’s eye. And when you are ready, answer the following questions.

1. What is the specific PROBLEM or STRUGGLE that your ideal customer is

experiencing right now? How are THEY describing it in their own words?

Module 3.1

Introduction

2. What circumstances are currently present in their lives? What do they

have that they don’t want? What do they NOT have that they DO want?

3. If we took a video camera to them to film their day, what would

the camera capture?

4. What thoughts do they say to themselves exactly? How do they feel?

5. Why haven’t they been able to solve this problem already?

Module 3.1

Introduction

Example: Video Traffic Academy

VTA is my ole’ YouTube course. And over the years, sooo many tried to

sell the same thing, and couldn’t. Why? They got the oﬀer all wrong! My

audience is primarily online entrepreneurs, mainly course creators.

Here are my answers to the above questions:

1. What is the speciﬁc PROBLEM or STRUGGLE that your ideal

customer is experiencing right now? How are THEY describing it

in their own words?

Not enough sales and customers. Not consistent. Not a big enough list

or following. They are lost and confused about what is the best

marketing strategy for their business... how to get people to find them.

2. What circumstances are currently present in their lives? What do

they have that they don’t want? What do they NOT have that

they DO want?

Not enough sales, revenue, doing mostly everything themselves,

spending all day doing social media that doesn’t work, and would

prefer to have a better strategy, stronger community/audience/

following and more consistent sales/revenue

3. If we took a video camera to them to ﬁlm their day, what would

the camera capture?

In front of the computer working way too long, too hard writing

blog posts that don’t get read, and hanging out in Facebook

Groups and on social media for hours with nothing to show for it.

Module 3.1

Introduction

4. What thoughts do they say to themselves exactly? How do they feel?

Am I really cut out for this? What if this never works? What am I

going to do if I don’t/can’t ﬁgure this out? They feel discouraged,

deﬂated, tired, uninspired.

5. Why haven’t they been able to solve this problem already?

They haven’t found the right strategy that works for them... most

likely NO strategy at all... just staying busy on social media.

We are ALL in the business of SOLVING PROBLEMS. And this ﬁrst

piece of the exercise is designed to elicit the SPECIFIC problems your

prospect is dealing with.

When your prospect has a specific problem, they are focused on

finding a specific solution. They want the specialist, NOT the person

promising everything.

So, in order to NAIL the TRANSFORMATION, you’re simply going to

look to the OPPOSITE of the answers you came up with to the

questions above.

If someone is struggling to make more sales...

...the transformation is MORE SALES.

If someone is struggling to ﬁnd a girlfriend...

...the transformation is a GIRLFRIEND!

Module 3.1

Introduction

IF someone is struggling to ﬁnd their dream job...

...the transformation is their DREAM JOB!

It’s simple, really. The transformation just speaks to the ABSENCE of

the problem and the ACTUAL thing they want. So, are you speaking to

the transformation, or are you just describing your course?

Everything people want is because fundamentally they believe it will

make them feel good... or happy... or at peace. So, we must not ignore

the emotional states, thoughts, and feelings that come with this

transformation. (i.e.: Don’t be a robot!)

How will your customers feel now?

What will they think?

What will their new emotional state be?

Let’s try this one, shall we?

Take a moment to reconnect with your prospect and the answers you

wrote down in the “Before” Column, then when you are ready, answer

the following questions...

1. What results do they have NOW? (Be specific. Be clear. Be tangible.)

2. How do they FEEL now? What do they say to themselves?

3. Who ARE they now?

EXERCISE TIME

Module 3.1

Introduction

4. If we ﬁlmed them for a day, what would the camera capture?

5. How does solving this positively aﬀect other areas of their life?

6. What is the CONSEQUENCE of not solving this problem?

___________________________

Example: Video Traffic Academy

1. What results do they have NOW? (Be specific. Be clear. Be tangible.)

Their videos found at the top of Google and YouTube for the

actual search terms their prospects are using... they are getting

found. They have VIEWS, comments (a following!) They are

building their list, and it’s bringing them more sales. And better

yet, people treat them diﬀerently... like a celebrity! Selling is easy,

it’s an attraction process now... not an uphill battle!

2. How do they FEEL now? What do they say to themselves?

They feel inspired. Happy. Successful... ﬁnally! They feel like they

are ﬁnally stepping into that authority leadership role!

3. Who ARE they now?

A Thought Leader in their industry

4. If we ﬁlmed them for a day, what would the camera capture?

Module 3.1

Introduction

We would see videos that are 6 months old... a year old now

getting ranking at the top of search engines... views going up...

sales increasing. This person is making even more videos, higher

quality ones now because this process is working so well, they no

longer waste their day on stuﬀ that doesn’t work. They are

focused, clear and conﬁdent.

5. How does solving this positively aﬀect other areas of their life?

More time with family. Product placement deals, a book deal,

connecting with other influencers becomes easier... they are famous!

6. What is the CONSEQUENCE of not solving this problem?

Eventually, if they don’t find a solution to their marketing problem,

the doors will have to close and they’ll have to go back to get a JOB.

Module 3.1

Introduction

YOUR OFFER’S TRANSFORMATION

THE BEFORE

THE AFTER

What is the speciﬁc PROBLEM or STRUGGLE

that your ideal customer experiencing right now?

How are THEY describing it in their own words?

What results do they have now? (Be speciﬁc. Be

clear. Be tangible.)

How do they FEEL now? What do they say to

themselves?

What circumstances are currently present in their

lives? What do they have that they don’t want?

What do they NOT have that they DO want?

Who ARE they now?

Module 3.1

Introduction

THE BEFORE

THE AFTER

If we took a video camera to them to ﬁlm their

day, what would the camera capture?

If we ﬁlmed them for a day, what would the

camera capture?

What thoughts do they say to themselves

exactly? How do they feel?

How does solving this positively aﬀect other

areas of their life?

Why haven’t they been able to solve this

problem already?

What is the CONSEQUENCE of not solving this

problem?

Module 3.1

Introduction

EXAMPLES FROM OUR STUDENTS

Let’s take a close look at some of the examples from our actual clients

and students and my notes on these.

James’ notes IN RED*

EXAMPLE #1: AMY K.

1. What is the speciﬁc PROBLEM or STRUGGLE that your ideal

customer experiencing right now? How are THEY describing it in

their own words?

My guys can’t sell. They don’t know how to close. No one can

close like I do. How do I give my sales team a kick in the ass?

*So ultimately, I can’t SCALE my sales and increase revenue independent of

myself, the core problem is a loss of a massive potential revenue.

My husband is driving me insane. He also happens to be my biz

partner. How do I ﬁre him without imploding my marriage?

*I would not include this, irrelevant.

My biz partner was my best friend when we started. Now he’s an

ass and he’s ruining morale. How do I tell him he needs to go?

*I would not include this, irrelevant.!

Module 3.1

Introduction

2. What circumstances are currently present in their lives?

Pain, frustration, stress, lack of ﬁnancial results.

*Go into speciﬁcs of how they alone have to do the selling, how little time

that gives them, etc. They don’t get to do what they really WANT to do.

3. What do they have that they don’t want?

Underperforming team members

*Team members that don’t care about

the vision/business as much as them.

Lackluster performance & productivity

4. What do they NOT have that they DO want?

Autonomous, high performers

Healthier relationships

*remove

Better boundaries, less stress, more energy

5. If we took a video camera to them to ﬁlm their day, what would

the camera capture?

Lazy folks, or folks who are busy, but not productive; low morale;

bosses yelling or wringing their hands or eye-rolling; passive

aggressive conversations, avoided conversations, tough

conversations gone awry

Module 3.1

Introduction

6. What thoughts do they say to themselves exactly? How do they feel?

How fuckin’ hard is it to close a deal? How hard is it to get oﬀ

your ass and go do what you need to do? Really, Bob? After

twenty years you decide to not do a damn thing for the last three

and now I’m the bad guy for having to call you on it? Really guys,

you didn’t think the customer was going to be pissed when we

shipped three weeks after we promised?

*very good!

7. They feel:

Frustrated, isolated and like they carry the entire ﬁnancial burden

for their company’s success – like they’re the only ones who get it

and give 150%

8. Why haven’t they been able to solve this problem already?

They’re awesome entrepreneurs, lousy communicators and

weak leaders.

THE TRANSFORMATION:

1. What results do they have NOW? (Be specific. Be clear. Be Tangible.)

Sales = ﬁnancial results

*Yes! And can we get more speciﬁc?!

Module 3.1

Introduction

High performing team members

High levels of performance & productivity from their team

members – team members are highly engaged and committed to

co-creating a proﬁtable future

Healthier relationships

Better boundaries, less stress, more energy

High morale culture that hums

Happier clients

2. How do they FEEL now?

Renewed, conﬁdent, energized, inspired, less frustrated, less

stressed out, more optimistic, more self-assured

3. What do they say to themselves?

“Holy shit I’m a good leader. I’ve got this.”

4. Who ARE they now?

The leader they need to be to scale their company.

*the leader that

turned this company around!

Module 3.1

Introduction

5. If we ﬁlmed them for a day, what would the camera capture?

Healthy company culture, people smiling, tough decisions being

made, tough conversations being successfully navigated, people

working collaboratively and more autonomously; people asking

more questions, healthy dialogue and debate, people stepping up

instead of avoiding responsibility or playing the lame blame game;

clients calling to say thank you; checks deposited or EFTs noted.

6. How does solving this positively aﬀect other areas of their life?

Healthier relationships at home, less stressed, more time for play.

Financial relief that their efforts are rewarded — that they’re hard work

does pay off – that they aren’t a failure when it comes to business.

7. What is the CONSEQUENCE of not solving this problem?

Business could fail, people could be laid off or the leader/biz owner

just keeps working harder and harder for the biz to remain status

quo and he feeds himself the comparison condition all day long.

Module 3.1

Introduction

EXAMPLE #2: BEVERLEY SIMPSON

THE BEFORE

THE AFTER

What is the specific PROBLEM or STRUGGLE

that your ideal customer experiencing right

now? How are THEY describing it in their

own words?

What results do they have now? (Be speciﬁc.

Be clear. Be tangible.)

They want to lose weight. *Get speciﬁc. How

much weight? By when? Why? What

SPECIFIC words are they using to describe

this state?

They lost weight. *Too broad. How much

weight? 1 Pound?

*What do we SEE if we saw them?

What circumstances are currently present in their

lives? What do they have that they don’t want?

What do they NOT have that they DO want?

How do they FEEL now? What do they say to

themselves?

They don’t have time *what are they

spending their time doing?

They don’t have motivation or they lose it.

They have clothes that don’t ﬁt

They don’t have energy

They have a ton of stress

They have injuries

I feel better in my clothes.

I can move with ease.

I sleep better, and have more energy to

spend time with my kids and family.

I have courage to workout in the gym if I

wanted to. I don’t have to workout for long

periods of time and still get results!

If we took a video camera to them to ﬁlm their

day, what would the camera capture?

Who ARE they now?

Chaos! Parenting is messy - just kidding.

Half kidding.

Little sleep, balancing act between work,

kids activities, maybe running or some

other cardio activity.

I am healthy and ﬁt.

I’m conﬁdent.

I’m stronger.

Module 3.1

Introduction

What thoughts do they say to themselves

exactly? How do they feel?

If we ﬁlmed them for a day, what would the

camera capture?

Feel like they’re in a new body they don’t

recognize.

Confused about how to move in this new body.

Everything I try doesn’t work so I’ll just eat

whatever I want.

”I was good this week. I can treat myself

this weekend.”

“I went crazy this weekend. I’ll start over Monday.”

“I don’t have time to workout.”

“I am too tired to workout.”

“I workout and eat right, but what I’m doing

isn’t working.”

Someone who prioritizes working out.

Wearing new or old clothes never thought

I could.

Cooking healthy and enjoying the food.

Playing with the kids having energy.

Less stress.

Why haven’t they been able to solve this

problem already?

How does solving this positively aﬀect other

areas of their life?

They have an all or nothing mentality

don’t know how to live in the middle.

Believe restriction and struggle is the only

way and keep putting oﬀ the start time.

Trying something and it’s not working.

Free their time and energy to spend with

family, kids, and friends.

More focus.

What is the CONSEQUENCE of not solving this

problem?

Increase health risks.

Stay small and trying to hide.

Start to hate themselves and their bodies.

Miserable around their kids.

Module 3.1

Introduction

EXAMPLE #3: GORDON FIREMARK

THE BEFORE

THE AFTER

What is the specific PROBLEM or STRUGGLE

that your ideal customer experiencing right

now? How are THEY describing it in their

own words?

What results do they have now? (Be speciﬁc.

Be clear. Be tangible.)

Frustrated as an artist / creative and

depressed over lack of career progress;

Unfulfilled and considering quitting on the dream

Craving fame, recognition

Deep desire to make money from creative talents

*Add: not getting paid enough by doing

what you love that you are forced to spend

time away at a job you hate, etc.

This is VERY GOOD! Well done!

Performing, Working, Selling their creative

output, making money and experiencing life

more fully.

They’ve got a team of people helping make

things happen for them, guiding and

managing their career and business; they’re

making art, entertaining, gaining recognition,

fame, their creativity is ﬂowing freely. *The

transformation can be as simple as getting

paid ENOUGH to do what you love (their

craft as an artist)

Great job!

What circumstances are currently present in their

lives? What do they have that they don’t want?

What do they NOT have that they DO want?

How do they FEEL now? What do they say to

themselves?

Broke, no sense of security. Scarcity, unfulfilled

“Working to live” in dead-end jobs

Not making money from their creative talents

They’re feeling that they’re on track, focused,

conﬁdent, empowered, satisﬁed, recognized,

fulﬁlled, motivated, happy, excited to get

started with each day.

If we took a video camera to them to ﬁlm their

day, what would the camera capture?

Who ARE they now?

Always struggling to make money; always

seeking recognition and approval (including

from bad relationship choices, etc.)

Uncertainty, grasping at any straw in hope of

dream “coming true”

Trying to “get discovered” or “get noticed”

Living hand-to-mouth, working too hard so

no time left to pursue the craft

They’re up-and-comers in their ﬁeld/s, in

control, in demand, and they wield power;

they have money, so they give to charity.

Celebrities, famous, sought-after

Module 3.1

Introduction

What thoughts do they say to themselves

exactly? How do they feel?

If we ﬁlmed them for a day, what would the

camera capture?

“Maybe I’m not good or talented enough”

“Maybe my dream is unattainable”

“Maybe I should give up”

“What’s wrong with me?”

“I’m a failure”

“Why can’t I have what I want?”

Happy, smiling, laughing, getting jobs,

working on their chosen ﬁelds

Working hard but loving it!

They’re spending their days on self-care,

creativity, building relationships, and

sharpening their skills

Why haven’t they been able to solve this

problem already?

How does solving this positively aﬀect other

areas of their life?

Too close to the problem… can't see how

they’re getting in their own way

Too “Right Brain”, lack of focus, discipline,

sense of purpose

Don’t know what to do. Need accountability

and a PLAN

Taking advice from others who share the

same problem rather than those who’ve

solved it.

They’re happier

They have stronger, healthier relationships,

founded on self-awareness, and not neediness

Better standard of living, enjoying life more,

less of a “grind”

Able to travel, relax and create

Able to feel “complete”

What is the CONSEQUENCE of not solving this

problem?

More years of the same stagnancy and tedium

More despair and worry over being “good/

talented enough”

Still stuck in “wannabe” mode 10 years down

the line

Still broke

Still unfulﬁlled

Depressed

Maybe they’ve given up on the dream

Module 3.2

The Core Ingredients of

an Irresistible Offer

The Core Ingredients of an

Irresistible Offer

#1. The Promise addresses _____________________ this is for, the

speciﬁc ____________________ being solved, and the

____________________ that is possible.

#2. The Process is the way in which this ________________ gets

___________________ (like a VIP day with me in the example).

#3. And The Price is... ________________.

#4. Bundling and ___________________.

#5. Risk __________________.

#6. _____________ and Urgency

#7. Story

Module 3.2

The Core Ingredients of

an Irresistible Offer

Irresistible Offer Rundown

Name

For whom? What is the

transformation?

What problem do

you solve?

Promise

Process Price

Bonuses Urgency

Risk Reversal

Use this chart to

plan out each

and every offer

Module 3.3

Nailing The Promise Part 1

NAILING THE PROMISE PART 1

Your Offer Is Not

Your Product

What your offer IS promising is simply to deliver what you said you

would deliver: be it coaching, content, community, etc. Information and

Support that is DESIGNED TO help one solve their problem and get them

to their desired transformation. The key phrase here being“designed to.”

Your PROM ISE is to t he del iverables, NOT to what they do with it. Why?

Because YOU are *NOT* RESPONSIBLE for someone else’s LIFE! They are!

But in short, if you struggle here with this bit, remember two things:

#1. People don’t WANT your course, so you must SPEAK to the

_____________________

#2. Your Promise is to your deliverables... not a guarantee that they

will use it.

Key Phrases that we can use to highlight these are...

•

“This Program is designed to... (transformation)”

•

“This is the EXACT PROCESS I used to... (transformation)”

•

“XYZ Product Enables ___ Avatar ___ like you to ___ (transformation)”

Module 3.4

Nailing The Promise Part 2

Nailing the Promise Part 2

What is your Promise?

What is the Transformation?

Module 3.4

Nailing The Promise Part 2

YOUR OFFER’S TRANSFORMATION

THE BEFORE

THE AFTER

What is the speciﬁc PROBLEM or STRUGGLE

that your ideal customer experiencing right now?

How are THEY describing it in their own words?

What results do they have now? (Be speciﬁc. Be

clear. Be tangible.)

How do they FEEL now? What do they say to

themselves?

What circumstances are currently present in their

lives? What do they have that they don’t want?

What do they NOT have that they DO want?

Who ARE they now?

Module 3.4

Nailing The Promise Part 2

THE BEFORE

THE AFTER

If we took a video camera to them to ﬁlm their

day, what would the camera capture?

If we ﬁlmed them for a day, what would the

camera capture?

What thoughts do they say to themselves

exactly? How do they feel?

How does solving this positively aﬀect other

areas of their life?

Why haven’t they been able to solve this

problem already?

What is the CONSEQUENCE of not solving this

problem?

Module 3.5

The Right Process

THE RIGHT PROCESS

THE 5 TYPES OF LEVERAGED VALUE

Module 3.5

The Right Process

THE 4 TYPES OF LEVERAGED OFFERS

1. Group Coaching

2. __________________________________________________

3. __________________________________________________

4. __________________________________________________

5. __________________________________________________

Module 3.5

The Right Process

YOUR OFFER ASCENSION PATH

Oﬀer: ______________

Price: ______________

Oﬀer: ______________

Price: ______________

Oﬀer: ______________

Price: ______________

Oﬀer: ______________

Price: ______________

Platform: ___________

Freebie: ____________

Module 3.5

The Right Process

MY ASCENSION PATH

Oﬀer: VIP Days

Price: $40K

Oﬀer: Inner Circle

Price: $35K

Oﬀer: Next Level

Price: $15K

Oﬀer: BBD

Price: $3,000

Platform: Podcast

Freebie: Active Course

Module 3.6

The Pricing Framework

How can you use PRICE eﬀectively

to INCREASE that desire?

Here are some ideas:

•

Compare your product to alternative more expensive options.

Ex: Your Fitness Membership vs a Gym Membership + Personal Trainer

•

Compare your product to other more expensive services you provide.

Ex: My VIP Day at $15,000 a day

•

Share what it’s COSTING them ($$$) to not have this solution.

Ex: How many sales are you leaving on the table by NOT doing this?

•

Oﬀer a Payment Plan.

•

Oﬀer a Trial.

•

Anchor it by positioning it next to a more expensive alternative

(minimum of 3x price increase) you sell as well.

Ex: Upgrade to VIP for $4,997

Module 3.6

The Pricing Framework

BOTTOM LINE: PRICE IS RELATIVE

How can you better demonstrate that this PRICE is a no-brainer price?

And by the way, the VALUE/TRANSFORMATION you deliver needs to

be a minimum of 10 times the price... so if you haven’t demonstrated that

value, chances are... they won’t buy.

How will you position your price to increase desire?

Module 3.7

Bundles & Bonuses

bundles & bonuses

This is as simple as ADDING VALUE to the oﬀer. We have a promo

process inside BBD that shows exactly how I did a BUNDLE sale for 2

days and did $5,000 to a small segment.

I simply said,

“Hey you can get Course #2 for FREE ($297)

when you buy Course #1 today for $97.”

By adding additional products/services to the offer, you add value to

something that the prospect was most-likely already sold on... now you’ve

pushed them over the fence! Hence, the no-brainer! You can also do this

with BONUSES. Or to use different verbiage: gifts, goodies, extra training!

I look at BONUSES like I do products in Sharper Image (remember that

place!) Cool stuff people WANT but probably wouldn’t buy on their own!

Bonus for VTA include:

•

A Video Buyer’s Guide (for people on a budget)

•

A Video-Outsourcing Mini-Course

•

And 9 Ways to Make Videos without being on camera!

COOL HACK: Notice that these three bonuses above don’t just ADD VALUE to my oﬀer,

they simultaneously address BIG OBJECTIONS that people have about doing video (cost,

time, and fear of being on camera) What can you bundle? What bonuses can you provide

that will ADD VALUE and dismantle objections? THIS will help make your oﬀer irresistible!

Module 3.7

Bundles & Bonuses

What bundles or bonuses can you add to your oﬀer?

Module 3.8

Risk Reversal

RISK REVERSAL

Chances are you’re no stranger to the GUARANTEE.

Everyone has them, am I right? It probably doesn’t even “phase” you

any more. Maybe it blends in like “Banner Blindness” on a website.

Well... guarantees are there to serve one VERY SPECIFIC PURPOSE:

Eliminating Risk. If you’ve done everything else right, then the biggest

factor holding your prospect back is: the fear of risk.

“What if this doesn’t work?”

“What if it’s not what I expected?”

“What if I don’t have what it takes?”

“What if this is just a scam?”

If this is NOT addressed, they will NOT buy. Period.

Module 3.8

Risk Reversal

HERE ARE SOME OPTIONS:

THE ____________, 60 & ____________ DAY GUARANTEES.

These are the standard. And by the way... longer actually means

LOWER refund rate for MOST people.

365 DAY GUARANTEE.

Can you go craaaaazy long? That can give people a LOT of faith that

they don’t have to RUSH it!

THE __________________ GUARANTEE.

If the ﬁrst two had a baby, it would be the conditional guarantee. The

conditional guarantee states that the customer can only get a refund if

they can show proof of work... whether it’s ﬁnishing the program,

attending the calls or doing the homework.

THE ____________________ GUARANTEED GUARANTEE.

You also have the choice of creating a RESULTS-GUARANTEED

guarantee. An example of this could be:

“Get Your First Client in 30 Days or This Program is FREE! We are so

conﬁdent that this program will work for you, that if you actually do the

Module 3.8

Risk Reversal

work and take action, if you don’t attract at least one client in 30 days,

we’ll give you your money back and let you keep the program.”

THE _____________________ BACK GUARANTEE.

And if you want to get EXTRA “radical” with your guarantees, you can

start to oﬀer to PAY people if they aren’t happy. Whaaaaat?! Crazy,

right?! Well, we’ve done this before and it works extraordinarily well.

The concept is simple. There’s a guarantee that if the course isn’t what

they wanted, we’ll give them their money back. The second guarantee:

if they do the work and DON’T get any results, we’ll pay them $XXX

amount (usually the cost of the course). In this case, they would get

their initial $1,000 back PLUS $1,000 out of our pocket.

NOTE: Obviously there is a process in place to check guidelines (like showing proof of work,

etc.) so people don’t just try and rip you oﬀ. But when we did this, not a SINGLE person

actually asked for double their money back.

Module 3.9

Scarcity & Urgency

SCARCITY & URGENCY

CREATE URGENCY WITH TIME-BASED__________________________

Whenever you close your doors, close enrollment or oﬀer a deadline,

you create urgency.

“Make your decision before midnight tonight!”

CREATING __________________ WITH SCARCITY

Scarcity refers to a set number of spots. If you have 10 spots or 20

spots now, people have to ACT FAST if they want to get a spot! That

limited number FORCES someone to act now, and not wait!

Module 3.10

The Story

THE STORY

In my experience, your audience will always being asking WHY. They

want to know WHY you are doing something. WHY is there a sale? A

Webinar? A Discount? A deadline? A Bonus? Why? Why? Why?

And I can promise you this: if you don’t tell them WHY: they’ll answer

their own question, and it’s rarely a good answer.

So, control the story, craft a WHY behind your oﬀer.

What inspired the

content? The promotion?

Why are you making this

guarantee?

100

Module 3.10

The Story

Why are you oﬀering this

payment plan?

Ultimately: What is the

STORY BEHIND THIS

OFFER?

101

Module 3.11

The Homerun Offer Examples

Ideas and Aha’s

102

Module 3.12

Testing Your Homerun Offer

TESTING YOUR HOMERUN OFFER

In 11 years of doing this whole online thing, the most common thing

I’ve seen: the first offer is usually a flop. It’s the second or third that

hits it. Why? Because through the act of making the offer and

launching, you actually begin to figure out what your audience

REALLY wants. You get more clarity on their problems and struggles

and you craft the better offer!

But even if this is your first offer, we can still TEST the waters, and

that’s what I want to leave you with right now, a simple, SIMPLE way

we can begin to test to see if this is the right offer to move forward

on! And it starts with a... Shot Across the Bow!

The shot across the bow is as SIMPLE as going to your audience (FB Live,

Email, etc.) and letting you know about this idea you have, and then giving

a call to action to express interest. Here is a stupid simple script I just

made up for ya... Notice it practically includes all the offer ingredients:

“Hey, so I’ve been doing a lot of cool things on YouTube lately, and it’s

really helped my business (story!), and if you’re looking to find a more

effective strategy to sell more of your products on a consistent basis

(transformation), this might be for you. I’m thinking of putting

together a PILOT PROGRAM (Beta Offer) to teach a small handful

(scarcity) of people how to increase their traffic, leads and sales using

YouTube (vehicle), if you’re interested, send me a PM (or reply to this

email) to discuss this further.”

103

Module 3.12

Testing Your Homerun Offer

— That was a rough, simple example.

But the point is, you can use this to measure interest. It will give you

a FEEL of what the market wants, without putting you on the hook for

anything. So... what’s to lose?

Notice the Call to Action. Notice there was a CTA. Tell people WHAT

to do, HOW to do it, and WHY to do it.

Don’t ask. Don’t beg. Don’t assume. Tell them exactly what to do, or

don’t expect sales. Period.

And lastly, two more things I want to mention... The Waitlist and The Beta.

We have a process for this in Business By Design, but the next step

would be to create a “Waitlist Page”— a page where people could

opt-in to show their interest and “be the first notified when this

program is made available”. This is a powerful strategy because

people are literally raising their hand and giving you the permission,

“yes please sell to me.”

And The Beta (or Monetize Before You Make it) is an entire process we

have (also in BBD) that walks you through launching your product

(course, membership, coaching, etc.) FIRST before creating any content.

If you have the interest from your “Bow Shot,” if people are hopping on

your waitlist page, the next step would be to Launch that Beta!

104

Module 3.12

Testing Your Homerun Offer

And the success of your Beta Launch, will be determined by two things:

1. How effectively you communicated the value of your

IRRESISTIBLE OFFER

2. and how many people saw it?

Put a BETTER offer in front of MORE of the right people, and your

business grows. Period.

So... what are you waiting for?! Get out there and TRANSFORM some lives!

105

Notes

IDEAS & AHA’S

106

Module 4

YOUR SALES

SYSTEM

The Oﬃcial Business By Design Manual

Module 4.1

Introduction

Your Sales System:

Messaging Gate, (Free Experience), Dismantle

Objections, Present Oﬀer, Deadline

The 4 things that Great messaging needs to provide

1. Value

2. _________________

3. _________________

4.Desire

108

Module 4.2

The Messaging Framework

Ideas & Aha’s

109

Module 4.3

Your Ideal Customer

YOUR IDEAL CUSTOMER

“Sell them what they want. Deliver them what they need.”

— MARIE FORLEO

__________________ solves the symptom. Then you solve the cause

and the source in ________________________.

Who is Your Ideal Customer

Who is Your Ideal Customer NOT?

110

Module 4.4

The Struggle

THE STRUGGLE

What is the EXTERNAL Problem?

Speciﬁc, Clear, Concrete & Tangible

What is the INTERNAL Problem?

Speciﬁc, Clear, Concrete & Tangible

What is the CONSEQUENCE if this struggle persists?

111

Module 4.5

The Transformation

THE TRANSFORMATION

What is the EXTERNAL RESULT?

Speciﬁc, Clear, Concrete & Tangible

What is the INTERNAL STATE?

Speciﬁc, Clear, Concrete & Tangible

Moving on into the future, what else becomes possible?

112

Module 4.6

The Biggest Mistakes

THE BIGGEST MISTAKES

The Biggest Mistakes,

Misconceptions or Broken

Strategies

in attempting to solve this

problem and achieve this transformation?

Strategy for Discrediting Mistake

113

Module 4.7

The Missing Ingredient

THE MISSING INGREDIENT:

What is THE thing that will get

your customer to their

transformation?

Prove How this is

THE Missing Ingredient

Find absolutes, market data, case studies, etc.

Identify Domino Belief:

“Missing Ingredient” = Superlative to TRANSFORMATION

ex.: YouTube is the MOST Eﬀective Way to Drive Quality Traﬃc to Your Website

114

Module 4.7

The Missing Ingredient

CONSEQUENCE of Not Believing:

What is the CONSEQUENCE for not adopting this new belief?

115

Module 4.8

The Objections

THE OBJECTIONS

What are the BIGGEST

OBJECTIONS to this

“Missing Ingredient”?

“This sounds great, but…”

Strategy for Dismantling

Objections

116

Module 4.9

The Origin Story

THE ORIGIN STORY

How did this missing ingredient come to be?

1. The Problem You Were

Struggling With

2. The Low-Point

3. The Turning-Point

4. The Result

5. The Ripple Eﬀect

117

Module 4.10

The Poster Child

THE POSTER CHILD

Describe in detail your #1 BEST CASE STUDY

118

Module 4.10

The Poster Child

ADDITIONAL CASE STUDIES:

List out and brieﬂy describe additional case studies

119

Module 4.11

Identify Their First Step

IDENTIFY THEIR FIRST STEP

If I am your ideal customer, and I agree with your

“missing ingredient”, what is truly the ﬁrst step?

120

Module 4.12

Results-Orient Content

RESULTS-ORIENTED CONTENT

Identify 2-4 “chunks” of content that help

your ideal customers get results fast

121

Module 4.13

The Pivot

THE PIVOT

1. Recap Initial Problem

2. Recap Solution: “Domino

Belief” (that WHAT)

3. Identify NEW Problem: How to

Do It?

4. Introduce Oﬀer

122

Module 4.14

Putting It All Together

Putting it all together

Ideas & Aha’s

123

Module 4.15

Identifying the Right

Launch For You

IDENTIFYING THE RIGHT

LAUNCH FOR YOU

Idea’s & Aha’s

124

Module 5

TEAM

By Design

The Oﬃcial Business By Design Manual

Module 5.1

Introduction

TEAM BY DESIGN

Ideas & Aha’s

126

Module 5.2

Which Phase Are You In?

WHAT WOULD YOU DO WITH 2 EXTRA HOURS/DAY?

THE FOUR PHASES OF TEAM BUILDING:

1. Doing ____________________________________

We know it leads to ________________ and _________________,

but it’s not without it’s _________________.

When you are doing it all yourself, there’s no need for __________.

_______________________ isn’t a “thing.”

_______________________ and ______________ are not needed.

127

Module 5.2

Which Phase Are You In?

What am I getting out of doing it all myself?

What do you get to avoid my doing it all yourself?

128

Module 5.2

Which Phase Are You In?

You’ll have to let go of ______________________ AND

___________________________.

What does it look like to be a good leader?

You have a clear vision on where ___________________________.

And you see the __________________ in everyone you work with.

1. YOU YOURSELF

2. OUTSOURCING

3. FREELANCING

4. IN-HOUSING

Your Ability to Your Ability to

129

Module 5.2

Which Phase Are You In?

2. ____________________________________________

Hiring others (usually overseas) for _________________________,

___________________________________________.

Examples include: Data entry, blog/website management,

repetitive tasks

3. ____________________________________________

Hiring ___________________________________ who are

______________________________________________________.

Examples include: Copywriting, video production, graphic

designers, FB Ads Management.

130

Module 5.2

Which Phase Are You In?

4. ____________________________________________

Part-time to full-time employees that ________________________

and are ________________________________________________

within the business.

It’s part of YOUR job to always _____________________________

_______________________________________.

What phase are you currently in?

_______________________________________________________

What to do ﬁrst....

1. Get ___________________ to what you are doing.

2. _______________________ all of it.

3. _______________________.

131

Module 5.2

Which Phase Are You In?

ASK:

•

What is it costing me to do this myself? What is it taking me

away from?

•

How much could I pay to get this done for me?

•

D.A.D.

1. __________________

2. __________________

3. __________________

You gotta slow down… If you wanna speed up!

132

Module 5.3

What Exactly is YOUR Role?

The more _________________________ you create in your business,

the more _________________________ you have in your life.

TEAM

Great business are built by ______________________.

The better the ______________, the better ___________________.

What does a TEAM need in order to be great? ____________________

1. YOU YOURSELF

2. OUTSOURCING

3. FREELANCING

4. IN-HOUSING

Your Ability to Your Ability to

133

Module 5.3

What Exactly is YOUR Role?

“When a flower doesn’t bloom, you do not blame the flower,

you blame the environment.”

How can I create an environment for my people to THRIVE?

How have I FAILED my people?

134

Module 5.3

What Exactly is YOUR Role?

Vision:

Where are we going?

ENVIRONMENT

3. ___________2. ____________1. ___________

135

Module 5.3

What Exactly is YOUR Role?

WHY are we going there?

How will we know when we get there?

136

Module 5.3

What Exactly is YOUR Role?

“People don’t buy what you do. They buy why you do it.”

— SIMON SINEK

Without a ________________, no one knows _____________________.

If someone doesn’t know why they are doing what they are doing, they

don’t ________________________.

___________________________________________ your vision for you.

Culture:

Does your team align with the Vision?

137

Module 5.3

What Exactly is YOUR Role?

What are your company’s Core Values?

Structure:

1. _______________________________

2. Your Playbook (Systems & Processes)

3. _______________________________

138

Module 5.4

Who to Hire?

When you put the right people in the right positions,

that frees you up to _________________.

YOUR ORGANIZATIONAL CHART

What & Why

How & Who

139

Module 5.4

Who to Hire?

Your 3 Departments:

Your Ultimate Goal is to _______________________________________________.

You can have one person can have _________________, but you can’t

have ________________________________________________________________.

The Growth Team:

140

Module 5.4

Who to Hire?

The Fulﬁllment Team:

The Operations Team:

What are the Key Performance Indicators in each role?

141

142

Module 5.4

Who to Hire?

Who to look for?

Do they align with your ___________________________?

Do they _________________ the position?

If your ___________________________________, would you be upset?

143

Module 5.5

Hiring a VA

MYERS BRIGGS AND ROLES

Speaking from my own personal experience, the Myers-Briggs Type

Indicator has been an eﬀective tool in helping me place the right

people in the right roles in my company. After I began to see success

with it, I started helping my Inner Circle Mastermind Clients do the

same, and they too saw great results. This PDF is designed to be a

simple “cheat sheet” to now help you!

But I must be clear on a few things ﬁrst:

First, nothing is 100% fool-proof and absolute. This is simply a guide

to help. There are always exceptions, and no decisions should ever be

made solely on one’s Myers-Briggs type alone, ESPECIALLY since I am

NOT taking into consideration YOUR personality type. This is really

about how all the types work together and compliment each other.

Second, there are no “better than” personality types. Each personality

type simply oﬀers a clue or indication as to where that unique

individual's potential lies.

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Third, and this one is a biggie, most people don’t know their MBTI. And if

they take an online test, it is highly flawed. The only sure-way to get an

accurate test result is a self-assessment. Episode #20 of my podcast is an

entire episode on how to self-assess and discover your type, and it can

be shared here: http://www.mindyourbusinesspodcast.com/podcast/20

Ok, with all that being said, let’s take a look at some of the more

popular positions needed within your business and the possible

personality types that would ﬁt those roles!

CUSTOMER SUPPORT REPRESENTATIVE

Primary: “F”

Secondary: “J”

Customer Support is tough. People write in because they are upset.

They have an issue, and it needs to be resolved. A great customer

support rep must have PATIENCE and COMPASSION. They must be

able to put aside their own concerns for the concerns of others. It’s

for this reason, that the #1 “letter” I look for when hiring for a

customer support rep is an “F”.

The “F” stands for FEELING. If someone has an “F” in their type, they

tend to be more “heart-centered,” compassionate and empathetic.

This is exactly what you want in your customer support department.

The second letter I would look at is the “J.” A JUDGER simply tends

to be more structured, organized and timely. I don’t want emails

going days without being answered. I don’t want conversations that

get forgotten about or lost. And a good “J” is usually on top of this.

Suggested types: ISFJ, ESFJ

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Hiring a VA

COMMUNITY MANAGER

Primary: “E”

Secondary: “F”

I look at a community manager as someone very similar to a

customer support rep. They need to have compassion and empathy

for people. In most cases, a “Community Manager” is someone hired

to help manage your forum or Facebook Group... and chances are

this is a PAID or MEMBERS Group. I look at a great Community

Manager as a cheerleader.

They need to be able to support the members, encourage them, be

positive and connect members together.

For this reason, I’ve chosen EXTROVERT (outgoing, people-person) and

FEELING (compassionate, empathetic) as my main two letters to look at.

There’s really a myriad of places you could go from here. Someone

like an ENFP is going to be great at “getting the party started” and

connecting people together! They will be high-energy and bubbly

(most likely). But the “N” tends to get a bit bored with doing the

same thing over and over. So, it is something to be wary of.

A “J” might just be a bit more structured in their approach... a bit

more consistent in their delivery, but perhaps not as spontaneous

and creative in what they do. It really just depend on what you

REALLY want in a Community Manager.

Suggested Types: ESFJ, ESFP, ENFP, ENFJ

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Hiring a VA

THE INTEGRATOR OR PROJECT MANAGER

Primary: “J”

Secondary: “T”

The person DRIVING a project forward needs to be a natural-born

leader. They need to be proactive, take initiative and eﬀective in

their communication. They need to be deadline-driven.

This is your stereotypical JUDGER. Structured and organized. They

are more concerned with completing and ﬁnishing than starting. So,

I’m going to put my foot down hard on this one and say your PM

must be a “J.” ...that is, if you like getting stuﬀ done on time.

I chose the THINKER next, because decisions need to be made

swiftly, and unbiasedly. I want my Project Manager to be a little

tough. They need to be able to communicate eﬀectively and demand

results from others when things aren’t getting done. I believe a “T”

has the ability to do that.

So, I do have a “dream type” for the PM or Integrator, and that is the

ENTJ. Our Integrator is an ENTJ. She takes action fast, she connects

dots, can see the big picture, and she leads extremely well.

But you aren’t limited to the ENTJ!

Here are a few other Suggested Types: ENTJ, INTJ, ESTJ, ISTJ

147

Module 5.5

Hiring a VA

SOCIAL MEDIA MANAGER

Describing a social media manager can be tough. It depends on so many

factors, so I would begin by getting clear on what exactly YOU are

looking for in this position. For starters, because this is a MANAGER, I like

to go towards a JUDGER so I can get that structure and organization.

If this is someone who is simply managing others, we may want to go

with a THINKER. However, if your social media manager will also be

creating and designing your campaigns and your content, you may

want to look into a FEELER. Because the “F” is a bit more in tune with

the thoughts and feelings of others, they tend to have great insight

into what others will like. They tend to be natural photographers and

writers... which might just be what you need in this role.

Our Social Media Manager is an INFJ. And she is perfect for the job.

Her “N” allows her to see the big picture vision, while her “F” oﬀers

that creativity and quality of work. And her “J” focuses her on

getting the job done and getting results.

Suggested Types: INFJ, ISFJ

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Hiring a VA

A PERSONAL ASSISTANT:

Easy: ISTJ

You can do your own Google Search for ISTJ, they are extremely

hard working, loyal, self-suﬃcient, and no-nonsense. And if you’re

looking for someone to take stuﬀ oﬀ your plate and protect your

time and energy, having an ISTJ by my side has been a lifesaver.

SALES REPRESENTATIVE:

Sales are skill. And results should speak for themselves. However...

with that being said, I do ﬁnd it far easier for EXTROVERTS to master

in-person or phone sales, because they tend to be quick-start,

action-takers that aren’t afraid or timid of others. So, if you are hiring

someone with sales experience, let their results speak for themselves.

If you are looking to groom and train a sales rep, you may want to

start with your outgoing extroverts.

ANY TECH-RELATED POSITION:

This is sort of a gimme: but any tech-related position such as a

programmer, is going to be a “T” 99.99% of the time. Most of the

people who say, “I’m not a techie” are FEELERS.

This is important to know because you may ﬁnd yourself in a

position where you are asking a FEELER to do some slightly

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Module 5.5

Hiring a VA

technical stuﬀ such as run your CRM or manage your website

content. If that’s the case, you may want to switch that to someone

else who would be more comfortable with those tasks.

ANY COPY OR CREATIVE TYPE PERSON:

I tend to think I’m rather creative. But... I’m a “T.” And a “J.” So, I’m

weird. Because most creatives I see are “FEELER” and

“PERCEIVER” ...the exact opposite of me. So, again, there are always

exceptions, but I tend to see my “F’s” and my “P’s” as the more

creative types.

VIDEOGRAPHER:

Considering I have an extensive background in video production, this

can be quite an interesting one. It all comes down to WHAT exactly you

are looking for. And rarely do I find can you get the whole package.

One of my close friends who is an amazing videographer and editor

is an ESTJ. That “S” and “T” gives him incredible attention to detail

and a vast knowledge of the industry. But, he’s also a bit of a

traditionalist... which means he won’t be bringing as much creativity

and unique ideas to the table.

My videographer is an INTJ like me. And I also feel like he is a rare

breed. He is a bit more creative and (my favorite part) he is FAST.

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Module 5.5

Hiring a VA

Extremely eﬃcient. There is something about INTJ’s obsessing about

being more eﬃcient!

So, a “P” and an “F” will probably get you someone more talented

and creative. But, deadlines and due dates will appear far less relevant.

A “T” and a “J” will most likely get you what you need on time and

ready to go.

But again, even these assessments are not even fair, because it

doesn’t really take in to consideration the videographers core focus

or strength: most “videographers” tend to focus and lean into a

specialization of one area such as ﬁlming, editing, audio or lighting.

I’ve seen great videographers that can’t edit. And crappy cameramen

that can make movie magic in the editing room.

This all comes down to what you want, what’s important to you, and

being able to TEST DRIVE your videographer before you make any

big, ﬁnal decisions.

151

Module 5.5

Hiring a VA

5 Steps to Hiring Your First

Virtual Assistant

If you can't afford to outsource...

it's because you haven't been outsourcing!

152

Module 5.5

Hiring a VA

☐

1. SOURCE FOR THE POSITION USING

ONLINEJOBS.PH

Here is a specific example of a job description that you should use:

SUBJECT: Virtual Assistant NEEDED (Experienced!) PAYS WELL!

I am looking for an experienced Virtual Assistant who is SMART,

FAST and works hard. I have worked with PH VA's for 8 years. My

VA's love me, and I love them! :)

I am looking to add someone HARD WORKING, HONEST and

DEDICATED to the TEAM as soon as possible!

Must be technologically SAVVY. We all work hard and move fast.

There are strict deadlines for everything. So this is a GREAT job

with PLENTY of work available, but you must be willing to

commit and go all-in 100%!

If this sounds like you, reply to this job post with your Skype ID

and an inspirational quote that makes you happy.

153

Module 5.5

Hiring a VA

☐

2. INTERVIEWING AND HIRING CANDIDATES

FOR A TRIAL

Begin interviewing candidates via Skype. Ask them what systems

they’ve used, examples of other virtual projects they've worked on,

and their availability.

Select a V.A. based on a 7-14 day trial, after which you can move

forward long-term. Give them one project for the trial period (you

can extend diﬀerent projects to multiple candidates), and hire

based on their delivery.

☐

3. TRAINING YOUR NEW V.A.

To train a V.A. we use screen capture software such as Jing or

Snag It. This allows you to create a video by showing your V.A.

exactly what you need completed for every project and the steps

to do so.

☐

4. SOFTWARE & TOOLS TO UTILIZE

•

Project Management System — Monday.com (for

communication and deadlines

•

Workﬂow — Process.st (outlining recurring tasks)

154

Module 5.5

Hiring a VA

•

File transfer — Dropbox (store & transfer all ﬁles needed

for your projects)

•

Payments — PayPal or Remitly (pay virtual assistants overseas)

☐

5. EXAMPLES OF WHAT YOU CAN OUTSOURCE

•

Graphic design

•

Video editing

•

Blog formatting

•

PDF design

•

SEO

•

Data entry

•

Manual tasks

•

Recurring tasks

•

Wordpress / Website editing

•

and much more!

155

Module 5.6

Local Hiring Process

Local Hiring process

Ideas & Aha’s

156

Module 5.7

Getting Stuff Done

GETTING STUFF DONE

Ideas & Aha’s

157

Notes

IDEAS & AHA’S

158

Module 6

SCALE

By Design

The Oﬃcial Business By Design Manual

Module 6.1

Introduction to Scaling

Scaling is about taking _________________ and __________________.

THE DEFINITION OF SCALING:

Scaling is about ___________________________________________,

independent of our __________________ and out _________________.

More _______________ WITHOUT more _________________.

We can break down each promotion into 3 phases:

Phase 1:

Build your machine

Phase 2:

Run your machine

Phase 3:

160

Module 6.1

Introduction to Scaling

PSYCHOLOGY OF SCALING

Psychology of Scaling is about getting your ______________________.

THINGS THAT MAY PREVENT YOU FROM SCALING:

Member Guilt:

If you have “Member Guilt” right now, how are you going to reframe

this story?

Perfectionism:

What can you let go?

161

Module 6.1

Introduction to Scaling

“100% perfect is an illusion, it doesn’t exist. 70% is perfect.”

— BRANDON LUCERO

THE MORE STRUCTURE YOU HAVE IN YOUR BUSINESS,

THE MORE FREEDOM YOU HAVE IN YOUR LIFE.

Structure:

Where can you start putting processes in place in your business?

162

Module 6.1

Introduction to Scaling

KNOW YOUR NUMBERS:

The 3 Categories of Numbers

1. _______________________________________________

2. _______________________________________________

3. _______________________________________________

Is your business model scalable? Here is the Litmus Test:

If you had 10x the amount of customers/results would it take 10x the

amount of work from you?

163

Module 6.2

Post-Launch Process

POST LAUNCH PROCESS

PROMOTION TITLE:

_______________________________________________________

THE RESULTS:

THE OFFER BREAKDOWN:

How many oﬀers and payment plans? ________________________

Total Revenue Generated

Total Paypal Revenue

(% OF TOTAL

SALES)

Total Customers

Total “Launch List” Size

Earnings Per Lead

Refunds

(% OF TOTAL

CUSTOMERS)

164

Module 6.2

Post-Launch Process

What’s the breakdown and percentage of each offer and payment plan?

THE SALES TIMELINE:

UPSELLS:

Total Revenue on “Cart Open” Day

(% OF TOTAL

SALES)

Total Revenue on “Cart Close” Day

(% OF TOTAL

SALES)

UPSELL #1

PRICE:

UNITS SOLD:

TOTAL REVENUE GENERATED

FROM UPSELL #1

(% OF TOTAL

SALES)

165

Module 6.2

Post-Launch Process

WEBINAR RESULTS:

UPSELL #2

PRICE:

UNITS SOLD:

TOTAL REVENUE GENERATED

FROM UPSELL #2

(% OF TOTAL

SALES)

UPSELL #3

PRICE:

UNITS SOLD:

TOTAL REVENUE GENERATED

FROM UPSELL #3

(% OF TOTAL

SALES)

Number of Webinars

Total Registrants

Total Attendees

Average Conversion Rate

(UNITS SOLD/ATTENDEES)

Total Views of Replay

Number of Sales from

Follow-Up

166

adfz

Module 6.2

Post-Launch Process

VIDEO SERIES RESULTS:

ADDITIONAL RESULTS:

Number of Videos in Series

Total Opt-Ins to Video Series

Total Views

Views Per Video

167

Module 6.2

Post-Launch Process

What worked surprisingly well in this promotion?

What did not work well in this promotion?

168

Module 6.2

Post-Launch Process

What would you do diﬀerently next time?

What is was your biggest lesson, takeaway or “ah-ha” from this debrief?

169

Module 6.3

When a Launch Fails

When you run a launch of promotion one of two things are

going to happen:

You’re going to get ___________________ or ____________________.

“Detachment is not that you should own nothing, but that

nothing should own you.”

Being attached to a speciﬁc result in your business means you have

created a meaning about ________________, about _______________,

or about ________________ based on these results.

Example: I didn’t get this results, therefore what?

You cannot get the solution when ______________________________.

170

Module 6.3

When a Launch Fails

Answer these questions after a launch:

1. How did your launch go?

2. What happened?

3. What did you make it mean?

How you see business ________________________________________.

171

Module 6.3

When a Launch Fails

When a launch “fails” there are __________ causes at the source…

1. ______________________________________

2. ______________________________________

3. ______________________________________

THE OFFER

The Oﬀer is ______________________________________.

1. __________________________________________________

2. __________________________________________________

3. __________________________________________________

The Sales Mechanism

This is ____________________________ of the launch.

1. __________________________________________________

2. __________________________________________________

3. __________________________________________________

172

Module 6.3

When a Launch Fails

The Numbers

It’s all a ___________________________!

1. __________________________________________________

2. __________________________________________________

3. __________________________________________________

173

Module 6.4

Increasing Promotion Performance

Performance > Results

_______________________________ measures TOTAL performance

of the launch or promotion.

MEASURING THE PERFORMANCE OF

YOUR PROMOTION

1. Identify each performance metric in your promotion

Example for a webinar:

2. Identify the _____________________________________.

If you could double the performance of that metric, what would

the your EPL be?

3. Your ________________________________________________.

What can you do next time to increase your metrics?

Get curious about why?

INVITED REGISTERED ATTENDED BOUGHT

30 10 1

30% 33% 10%

100

174

Module 6.4

Increasing Promotion Performance

NOTES/IDEAS FOR INCREASING PERFORMANCE:

175

Module 6.5

Increasing Your Launch List

WHEN YOU LAUNCH AND REPEAT THERE ARE

TWO STEPS:

1. _______________________________________________________

2. _______________________________________________________

5 UNIQUE WAYS TO INCREASE YOUR LAUNCH LIST:

1. A longer _______________________________.

2. _____________________________ on FB Ads

176

Module 6.5

Increasing Your Launch List

3. Introduce other __________________________

4. Build _______________________ in other ways

5. Bring in ________________________________

If you get more people in to see your oﬀer _______________________

___________________________________________________________.

177

Module 6.6

Automation

AUTOMATION

Ideas & Aha’s

178

Module 6.7

Thank You Video

THANK YOU VIDEO

Ideas & Aha’s

179

Notes

IDEAS & AHA’S

180

Notes

IDEAS & AHA’S

181

Notes

IDEAS & AHA’S

182

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V EsG3fYD RneqE2U7J Lgd BBD Manual 2020 Pdf (City of Oakland)

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Completed 29 June 2021

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