The Debilitating Mindset That Is Crippling Your Coaching Business… And What To Do To Overcome It Today!

Are you interested in getting clients who can afford to pay you $5,000 (or more) up front and in cash to work with you? If so, this will be the most important article you will ever read.

I’m about to reveal something to you that might shock you. The reason you aren’t getting high-ticket clients has nothing to do with your funnel. It has nothing to do with your website. It has nothing to do with your webpage. It has nothing to do with any of the external tips, tricks and techniques you hoped would create instant success.

Victorious warriors win first and then go to war, while defeated warriors go to war first and then seek to win.

Sun Tzu 
The Art of War

The single biggest reason why you aren’t getting high-ticket clients lies in the space between your ears. The battle you must first win is against the demon lurking inside of your mind that whispers “I’m not good enough”.

It’s something you’ve heard it say for so long now… that you actually believe it to be true. You have been tricked into believing a lie… and it is preventing you from getting the success you deserve to have.

Ready to slaughter that nagging self-doubt once and for all? Here’s how.

The Imposter Syndrome

In psychology, there is a fascinating phenomenon called “The Imposter Syndrome” where a person is unable to internalize their accomplishments. Despite plenty of external evidence of their competence, those with the syndrome are convinced that they are frauds and do not deserve success.

Interestingly enough, this syndrome is particularly common among high-achieving women (this is highlighted in “Lean In” by Sherryl Sandberg). However, I personally think that this is something that coaches and consultants as a whole suffer from.

Think about it. As coaches, we are selling ourselves. There is no physical good or digital product the customer gets that we can push the responsibility onto. We have to stand in the fire and say to our clients “I’m going to help you reach your goals”... and this scares the shit out of us.

So what happens? Because we are afraid to say “I will help you lose weight” or “I will help you make more money” or “I will help you get a girlfriend"… we default to offering some kind of vague internal and emotional outcome like “abundance", "remove inner blocks” or "discover your potential”.

And in some strange twist of irony… you giving into your fear and refusing to promise results is actually what makes you a fraud.

It’s a classic “chicken and the egg” situation. You feel like you need external validation to get a high-ticket client, but you need to get a high ticket client to get external validation.

Escaping The Death Spiral

You can’t win a game that is rigged against you. If your self worth is conditional to external forces, you will always be a victim of someone else reality. You need to create a new game where the deck is stacked in your favor.

Step 1) Make A Decision — You need to make a decision right now that you AS A PERSON are good enough and deserve success in your life. Make a decision that you don’t need someone else approval to determine your own self worth.

Step 2) Give Away Your Best Stuff For Free — Start giving away your best, most valuable stuff for free… and do it daily. Focus all of your efforts on creating as much value as you possibly can for your market. Once you start getting positive feedback from the market, you’ll quickly realize that you have so much value to offer.

Step 3) Focus On Others, Not Yourself — One of my favorite quotes from my career in sales is “It’s hard to be nervous when your mind is on service”. You feel like an imposter because you focus too much on you and your selfish desires. Get outside of yourself and focus on how you can serve others.

Step 4) Become An Expert At Solving Your Prospects Problems — the fastest way to stop feeling like a fraud is to stop being one. Make it your duty to understand the challenges your prospect is facing and become an expert in solving those problems.

Step 5) Take Action Daily — You must take action every day with a religious zeal. Action cures fear. You don’t need to learn more information. You need to take more action. Every. Single. Day.

What It Really Takes To Build A Business...

You can't teach what you don't know, and you can't lead where you won't go.

Rev. Jesse Jackson

Building a business is about leadership. It’s about standing at the front and saying “Follow me. I’ll show you the way”. It’s about inspiring others through your actions. It’s about developing yourself continually and bringing others along for the ride.

Understand this: Your business is a reflection of who you are. Your business will never become bigger than you.

You don’t have to do this alone. Surround yourself with the kinds of people you want to become. Actively seek out mentors and positive role models. Invest in yourself and get a coach!

But most importantly… TAKE ACTION!

How To Get Coaching Clients Today!

The Step-By-Step Guide To Getting More High-Ticket Clients Today!

How To Get High-Ticket Coaching Clients With No Website And Zero Budget

Need to get some high paying clients, but don’t have lots of money to waste on things like websites, ads, and complicated sales funnels? In this article, I’m going to show you exactly how to start getting high-ticket coaching clients on a shoe-string budget.

Every time I interview a coach who is struggling to get their first few paying clients... the most common problem they all have is somehow related to technology. It’s something about their website, or their funnel, or Facebook ads, or auto-responders, or some other nonsense.

Newsflash: You don’t need ANY of those things to get clients!

Are things like websites, landing pages, and auto-responders really valuable for scaling and automating your business? Absolutely! However, the majority of new business owners just aren’t ready for that kind of investment.

In total, I’ve built three different six figure business in three different industries… and I’ve never spent a dime on websites or advertising.

What’s the secret?

Get into the market place, get people on the phone or face to face, and ask them to buy.

Learn To Sell

The single biggest reason why I see coaches fail in building a business comes down to this one, simple thing. They don’t know how to look someone in the eye and say “give me money and I’ll get you results”.

Listen. If you can’t get someone to buy when you’re face to face, you have almost ZERO chance of making it happen through a complicated (and expensive) virtual sales funnel.

Before you can start automating and outsourcing your sales process, you need to be able to do it MANUALLY first.

I had a seven year career in direct sales before this. In total, I’ve made over 80,000 sales calls, done over 15,000 selling presentations, signed up over 1,700 customers/clients, and sold over $1 million worth of products and services.

Long story short, I know exactly how this works.

The Cycle Of The Sale

The sales cycle has seven steps.

Step 1) Pre-Approach: This what you already know about your prospects/customers, and more importantly where to find them. This is your Customer Avatar.

Step 2) Approach: This is how you actually approach your prospects/customers and begin a conversation with them.

Step 3) Introduction: This is the discovery call or strategy session. This is where you build rapport, uncover existing needs, and discover what RESULTS the prospect wants. This is the MOST IMPORTANT STEP in the cycle of the sale. You’ll want to spend most of your time here in this phase.

Step 4) Demonstration: This is where you show the prospect how you can solve their problems. Most coaches spend far too much time explaining their coaching program and not nearly enough time figuring out what results the prospect wants.

Step 5) Summary / Price Build Up: This is where you summarize the benefits your prospect will get by working with you and set up a price frame.

Step 6) Close: This is where you ask your prospects to TAKE ACTION (and ideally enroll in coaching)

Step 7) Cash Collection / Handling Objections: This is where you ask your prospects to make a COMMITMENT. Often times this is in the form of money, but not always. Also, this is where you are going to get some objections, so be ready.

Step 8 / Step 1) Referrals: The best way to find more people to talk to is to ask your prospects and customers who they know.

Once you can move your prospect through all seven phases manually, now you can begin to automate each step of the process. I would recommend automating lead generation / generating referrals FIRST. Once you have stabilized your cash flow and your lead generation process, now you can afford to start building and testing all the sexy internet marketing stuff.

How To Actually Find Prospects

At the end of the day, business is all about relationships between people. We want to do business with people we know, like, and trust.

When I was in direct sales, I had to prospect the hard way. I went door to door and called people on the phone. It took a lot of effort, but it got the job done.

The internet has completely changed the game when it comes to prospecting. Go find message boards and groups where your prospects hang out, and enter into a dialogue with them. Start by adding lots of value and lead with the giving hand. Decide that you are going to become an expert at solving the problems your prospects have.

Seek First To Understand, Then To Be Understood

Steven Covey
The 7 Habits of Highly Effective People

This is all a numbers game. Talk to 30 people in the next 30 days, and you’ll trip and fall into someone who has been looking for someone just like you. Yes it requires effort, but if you don’t have money to spend on advertising, this is your only real option.

Want to know what to say on your discovery calls to actually enroll coaching clients? Grab the free report below. It include the exact methodology I use for all of my discovery calls, and even comes with some easy to use templates.

How To Get Coaching Clients Today!

The Step-By-Step Guide To Getting More High-Ticket Clients Today!

Why You Aren’t Getting Coaching Clients… And What To Do About It

Wondering why you aren’t getting more coaching clients… or any coaching clients at all? It’s because of one simple reason.

Your pitch sucks.

Are you trying to sell things like “gain inner confidence, get unstuck, unlearn your pain, abundance, live a happier life” or any thing else that sounds like this?

As coaches… we are the initiated few. We all know that what our clients really need is to work on all of that internal stuff. We all know that our clients are going to have to do things that they don’t want to do to get what they want.

I’m going to give you the honest, and brutal truth here. Your prospects don’t care about any of that. They want results… and they want them right now.

Do you want to help lots more people and make lots more money? Then you need to get over yourself and start giving people what they want to buy.

So why is it that so many coaches have such a hard time pitching their coaching services?

Two reasons:

  1. You don’t actually know what results your prospects want (or you are in denial about it)
  2. You don’t have the necessary conviction in your ability to get your clients the results they want

The Missing Ingredient

Conviction is a very powerful thing. It is that unshakable belief in yourself that you have what it takes to succeed. It’s that magic X-factor that your prospects need to see inside of you. It’s that intangible quality that instantly communicates to your prospects “You can trust me. I’m going to help you get what you want."

Conviction has two components:

  • The Inner Game: You must first convince yourself that you can deliver results
  • The Outer Game: You must communicate clearly and concisely to your prospects that you can get them the results they want.

Your prospects are being bombarded constantly with advertising messages and people trying to get their attention. You have small window of opportunity to not only get your prospects attention… but to communicate quickly that you have what they want.

Don’t waste your one opportunity by saying “I’m a life coach” or ‘I’m a dating coach” or “I’m a fitness coach”. That is vague, ambiguous, and it sounds like you don't know what you're doing.

But when you say “I help single moms lose 20 pounds without crash diets or exercise”…

When you say “I help men have sex with beautiful women”…

When you say “I help dentists double their income working half the hours”…

When you say “I help people get out of $10,000 of debt in 6 months or less”…

NOW you’ve got my attention. NOW you’re speaking my language. NOW you can tell me about how that works. 

How To Develop Conviction

If you want to start getting more clients than you can possibly handle, you need to become an expert at discovering what your prospects actually want… and communicating clearly and powerfully that you know how to get that for them.

So how do you develop conviction?

Easy. You need to know your prospects better than they know themselves.

When you can articulate another persons problem better than they can, they automatically and unconsciously credit you with knowing the solution

Dr. Wyatt Woodsmall
Advanced Behavioral Modeling, Inc.

Almost all of the problems you are having getting clients comes down to this one simple truth. You haven’t actually bothered to go into the marketplace, talk to some prospects, and figure out what they want. Instead, you thought long and hard about what YOU want to do and what YOU want to help people with.

If you want to develop true conviction as a coach and start getting more clients today, do these three things:

  1. Be honest about where you are right now. How many prospects have you interviewed since you started your business?
  2.  Decide that you are going to stop being so self centered, and go ask people what they actually want
  3. Commit to interviewing one prospect every day for the next 90 days (or 100 people as soon as possible)

Interviewing Prospects Made Easy

If you’re still wondering how to actually interview prospects and convert them into client, you need to grab my special report “How To Get Clients TODAY!”

It’ll walk you through step by step how to take your prospects through a powerful coaching conversation and learn exactly what it is that they want.

How To Get Coaching Clients Today!

The Step-By-Step Guide To Getting More High-Ticket Clients Today!

How To Properly Price Your Coaching Packages

If you want to quickly build a profitable coaching business, properly pricing your packages is something you want to pay close attention too. The single biggest mistake coaches make when it comes to pricing their services comes down their mindset.

Most coaches have an "employee mindset". They are used to having a job where they are paid an hourly wage... so they price their services at an hourly rate. This mindset is going to lead your business to a slow, miserable death.

If you want to create real success inside of your coaching business... you need to stop trading your time for dollars. Instead, you need to start getting paid to create results. This "entrepreneurial mindset" is what you need if you want to create a six-figure coaching business and work with high ticket clients.

The first thing I do with all my clients is raise their rates substantially. At a minimum, you should be charging $1,000 / month for your services.

The secret to commanding this price is a combination of "entrepreneurial mindset" and creating a compelling offer that delivers desirable results. In this article, I'm going to show you a very simple formula that will help you properly price, create, and pitch a high ticket coaching package.

The True Price Of Any Product Is What Somebody Is Willing To Pay For It

Whenever I am creating a product or service, I like to think of my price in terms of this simple equation:

Desirable Result X Convenience X Speed = Price

Lets break these three categories down.

Element #1) Desired Result

If I had to pick one reason why the majority of coaches are having problems selling their services AT ALL… it’s because they aren’t selling a result. Your prospect doesn’t want to buy coaching. They want to buy a RESULT.

If you can’t say to your prospect some version of “You give me $X and I’ll give you Y result”, your offer is dead in the water.

The single easiest way to start selling high-ticket packages is to figure out what your clients want most… and promise to deliver it.

Element #2) Speed

The second most important factor is speed. Comparatively speaking, if you can get the result you want faster… it’s always going to cost more money. Humans just accept that this is a thing.

The closer you can get to instant gratification, the more appealing your offer becomes.

Element #3) Convenience

The third piece of the equation is how convenient does it sound for the prospect. Does your offer sound like a lot of hard work? That is universally unappealing. However, “Done For You” services are extremely appealing.

The easier, low hassle, fun, and convenient the offer is, the more desirable it is to your prospect.

Think of each of the three factors on a continuum from -1 to 10. If any of these three factors rates at zero or negative (from the customers perspective), your product or service is completely worthless. Yes, according to math, two negative values equal a positive. No, it doesn't in this equation.

How Does This Apply To Pricing Your Coaching?

When I ask most coaches what their offer is, it usually sounds something like this.

“For the low low price of $1,000 / month, you can spend the rest of your life eating healthy, exercising daily, giving up all the things you like, change everything about yourself, accept who you really are, be nicer to other people, and eventually find peace and happiness.”

Worst. Deal. Ever.

Here is how to properly structure your offer.

Promise External Results, Not Internal Feelings

Your prospect doesn’t want to buy internal things like feelings, happiness, wellness. Focus on external, tangible, verifiable, results that the prospect can see, hear, touch, taste, and smell. Something that exists in the real world.

Here are some ideas:

  • Get a girlfriend
  • More or better sex
  • Lose 20 pounds
  • Make six figures

Yes, I’m sure what you do is “about more than just those things”. No, your prospect doesn’t care (yet).

Promise Speed

Here is the reality about your prospects. They want results right now. They need you to show them that you are the real deal and can work some magic. After all… that’s why they are paying you the big bucks… right?

You don’t have to get them the ultimate result immediately... but you do need to figure out how to get them some kind of result quickly.

There are two main reasons why your prospects aren’t getting results:

  1. ​They aren’t taking any action at all
  2. They aren’t taking action long enough to see results

It doesn’t matter what result your prospect wants to get… 99% of the time it comes back to performing very basic moves consistently over time. If you can get your prospect to take ANY action at all, they are going to get some results very quickly.

“Little Hinges Swing Big Doors” — W. Clement Stone (American Billionaire and Philanthropist)

Seriously, when you start talking to your prospects, you’re going to be amazed at how quickly you can get them results by changing just one, simple thing.

Here are some ideas:

  • Get a girlfriend in 90 days
  • Have better sex now
  • Lose 20 pounds in 6 weeks
  • Earn a six figure income in the next six months

Promise Convenience

This factor can be a little tricky. As coaches, we know that over the long term, our clients are going to have to do some hard things to get results.

HOWEVER… in the beginning of the relationship, there are plenty of tips and tricks that you know that will not only get them quick results... but will make it feel easy, low hassle, and fun. Figure out how you can make the first 30 days of your coaching program as friction free as possible. Save the heavy duty work for later down the road when your client has more rapport with you.

The best way to create a compelling offer is to think of all the objections your prospects to have as to why they can’t achieve the result… and the figure out how to remove those objections.

Here are some ideas:

  • Get a girlfriend in 90 days with this proven online dating profile template
  • Have better sex now using this simple breathing technique
  • Lose 20 pounds in 6 weeks without exercise
  • Earn a six figure income in the next six months working from home

Create Your First $1,000/Month Offer

The key to raising your prices and easily selling high ticket coaching packages is understanding these three factors. Most coaches either don’t know, or are in complete denial about what their prospects and clients actually want.

Instead of starting with “how do I sell my current coaching package for more money”, start by asking “what results would I have to promise to deliver so my prospects would GLADLY pay me $10,000 ?”. Once you start thinking from your prospects perspective and the results they want, this is when you can name your price.

Forget about things like “realistic”. Nothing great was ever accomplished by someone who was being practical. If you want to get paid some serious cash for your coaching, you need to start thinking bigger and figure out how to deliver incredible results.

So how do you figure out what your prospects really want?

Easy. You just ask them.

Start by interviewing one prospect or customer every single day for the next 90 days. Become an expert at what your prospects want to buy and you'll know exactly how to create a compelling offer for your high-ticket coaching program.

If you want an in depth look at exactly how I enroll new clients into my coaching program, you're going to want to check out the guide below.

How To Get Coaching Clients Today!

The Step-By-Step Guide To Getting More High-Ticket Clients Today!

How To Get More Coaching Clients Today

If you want to have a successful coaching business, it is critical that you understand how to actually get clients in the first place. 

Let’s face it. None of us want to deal with all this icky sales and marketing stuff.

In a perfect world,  you wouldn't need to do any of this "sales and marketing stuff". Potential clients would be lined up around the block eager to work with you. You'd be in so much demand that you could charge whatever you want... and people would gladly pay your prices. You could just hang out with really cool people all day and get paid to help them overcome their challenges and achieve their dreams.

I have a secret to tell you.

This fantasy is what is holding you back from achieving any kind of meaningful success in your business. Do you want to know why your coaching business is failing? It’s because you don’t know how to get people to pay you money to coach them. 

I’m about to share with you the secret formula that will get your prospect to gladly take out their wallet and give you money. Once you learn how to do this, it will be like you’ve gained super powers. You will feel like you are in complete control of your destiny once you understand how this skill works. Building a thriving coaching practice wont just be a dream anymore… it will be a reality.

However… ff you don’t learn this skill, you will never have a profitable business. You will waste thousands of dollars on more courses and products searching for the “magic bullet”… and still have no new clients. You will be stuck FOREVER as an employee… instead of finally making the jump owning your own business and taking control of your life.

The Secret Sauce

So what is the secret to getting people to buy? It’s really quite simple. In fact, it’s so simple… you might not believe me. Here it is:

“Sell something your prospects ALREADY want to buy”

Most coaches make this WAY more complicated than it needs to be. You don’t need to learn complicated sales talks. You don’t need to learn high pressure closing techniques. You don’t need fancy marketing funnels. You just need to figure out what your prospects already want to buy… and then figure out how to give it to them.

Once you understand what your prospect really wants... not what you want them to have... your coaching business will grow.  When you start selling what your prospects already want... this is when you can start naming your price.

So how do you figure out what your prospects want to buy? Simple. You just ask them.​

The Five Elements

There is only one reason why anyone will buy anything. They are dissatisfied with their current situation and they want to make a change. They are experiencing some kind of pain and are already motivated to get the problem solved.

When a person is experiencing pain, they create a story in their minds about their pain. As coaches, we know that working on the inner game is what creates real results... but your prospects can't accept that they are the source of their pain. Instead, they blame external sources for their pain... and therefore think the solution to their pain can be solved by something external.

This story is surprisingly common and predictable (even though your prospect thinks it's unique to them). 

Your prospect’s story has 5 elements to it.

Element 1) The Cave

This is your prospect's “Fears and Frustrations”. Additionally, this is also their current reality (of pain). On the surface, you will find plenty of tangible challenges your prospect faces. However, underneath it all is fear. Uncovering their fear and you will uncover what is really motivating them to take action.

Element 2) The Garden of Eden

This is prospect's “Wants and Aspirations”. This is the fantasy land that they dream of when they go to sleep at night. When a person is experiencing pain, they will most commonly dream about a magical world where they have unlimited resources, infinite pleasure, and zero responsibilities. All of their problems have been solved, and they live happily ever after.

Element 3) The Door

This is the thing that is preventing them from leaving The Cave and getting to The Garden of Eden. This is the big problem that they want to get solved. From your prospects perspective, they are convinced that if they can get this one major problem solved, it will solve all of their problems forever (really).

Element 4) The Key

Imagine that the door has a gigantic padlock that is holding it shut. The only way to get the door open is to get this lock off first.  Your prospect think that if they can just get this one piece of the puzzle, it will be like knocking down the first domino and setting off the chain reaction to opening the door.

“The Key” is what your prospect is most interested in buying. The offer you make to your prospect is the promise that you will give them the key to this lock.

Element 5) Realistic Time Frame

This is, from the prospects perspective, how long he thinks it will take to make the key. Each prospect has a sweet spot when it comes to time frame. Promise results too quickly, and the prospect will think it sounds too good to be true. Promise results too slowly, and it doesn’t sound appealing enough to buy.

Once you uncover these five elements... you now have a formula. "You are stuck [in The Cave]. You want to have [The Garden]. Getting [The door] is what will get you from here to there... but you currently stuck and you need [The Key] to get unstuck.

When you start uncovering your prospects story, something very important will happen. Not only will you know exactly how to enroll that person into your coaching program... but you'll very quickly know when someone isn't a good fit for you (or that you just don't want to work with them). After all... the only thing worse than no clients are horrible clients.

Talk To At Least One Prospect Every Day

Learning how to uncover your prospects hidden story is like any other skill… it just takes practice. If you want to turbo charge your business, you need to start interviewing AT LEAST one prospect every day.

If you'd like some more detail on exactly how to interview someone... and some "fill in the blank" interview cheat sheets... you're going to love this free report. It breaks down the entire interview process step-by-step and goes into much more detail about how this process works. 

How To Get Coaching Clients Today!

The Step-By-Step Guide To Getting Coaching Clients

The Infinite Content Formula

If you want to create a successful coaching business that will thrive in a competitive niche, creating content is a crucial element to your success.

Avoiding competition is impossible. There is no reality that exists where you will have un-contested access to a rich deposit of resources. The best and most profitable niches ALL have competition.

Many of us have fears entering a market that is crowded. How do I compete? How do I differentiate myself?

The answer? Focus on creating content that is valuable to your prospects and customers. How do you figure out what information is valuable to your market?

You just ask them.

The more you interact with your market, the better you will understand their needs. The better you understand their needs, the better your content will be. The better your content, you will attract more prospects and customers to your business.

The Key To Survival Is Speed

Speed is the key ingredient to gaining a competitive edge in business. Industries are being continually disrupted by new, agile startups that can respond to the market with greater speed than the old established brands.

You may think that you are at a disadvantage being the small newcomer in a competitive market… but this couldn’t be further from the truth. Once you understand that this is actually your greatest weapon, you can begin to make rapid progress.

One of the most influential strategic thinkers of our era is United States Air Force fighter pilot Colonel John Richard Boyd. Boyd’s revolutionary concept — The OODA Loop — changed the art of warfare and the landscape of all competitive environments today.

Boyd hypothesized that all intelligent organisms and organizations undergo a continuous cycle of interaction with their environment. Boyd breaks this cycle down to four interrelated and overlapping processes through which one cycles continuously:

According to this idea, the key to victory is to be able to create situations wherein one can make appropriate decisions more quickly than one’s opponent. The construct was originally a theory of achieving success in air-to-air combat, developed out of Boyd’s Energy-Maneuverability theory and his observations on air combat between MiG-15s and North American F-86 Sabres in Korea. Harry Hillaker (chief designer of the F-16) said of the OODA theory, “Time is the dominant parameter. The pilot who goes through the OODA cycle in the shortest time prevails because his opponent is caught responding to situations that have already changed.”

Observation: the collection of data by means of the senses

Orientation: the analysis and synthesis of data to form one’s current mental perspective

Decision: the determination of a course of action based on one’s current mental perspective

Action: the physical playing-out of decisions

Of course, while this is taking place, the situation may be changing. It is sometimes necessary to cancel a planned action in order to meet the changes. This decision cycle is thus known as the OODA loop. Boyd emphasized that this decision cycle is the central mechanism enabling adaptation (apart from natural selection) and is therefore critical to survival.

Source: Wikipedia "John Boyd"

Understand this: The market is constantly changing. New niches emerge constantly, and opportunity is always available. When you see opportunity, it is imperative that you take action IMMEDIATELY… otherwise the conditions will change and your strategy will be less effective. Or worse, another competitor will have taken a dominant position while you were debating your next move.

The Content OODA Loop

The key to your success is speed. Things that appear to be “new” have a much greater appeal than things that are “old”. The market automatically assumes that the more current and up to date content is, the more accurate it must be.

The ironic thing is this. Often times the strategies that work the best aren’t actually new at all. The most effective solutions are often the time tested systems and procedures that have been used successfully for decades (if not centuries). Learning how to repackage time tested solutions into “new” content is the cornerstone of most information product businesses.

Apply this thinking to your business. Take shortcuts and do things the easy way. Just ask your prospects what problems they have, and then focus all of your knowledge and expertise on finding a solution for their problem.

Step 1) Interview 7 prospects

Step 2) Make a list of all the problems, frustrations, and sticking points your prospects are having

Step 3) Use the “Why, What, How, What If?” framework to quickly create modular content

Step 4) Publish content as quickly as possible and get feedback from your prospects

Step 5) Leverage content to generate more interviews

What you will quickly uncover is this:

Most of the problems your prospects are having come down to just a few very basic, very simple things. Once you know what those things are, all you need to do is continually repackage the same advice in different ways.

Start Talking To Your Prospects IMMEDIATELY

The faster you can move and respond to the ever-changing needs of your market, the more opportunity you will create for yourself.

If you’ve never interviewed anyone before, practice on one of your friends. If you are involved with a community of some kinds, ask one of the other members if you can interview them. If you need a simple copy and paste template to get things started, try this (or something similar).

“Hi ______,

Quick question. I’m doing some market research for a business idea I have. I was wondering if I could ask you for your help. Can I interview you sometime this week and just ask you a couple questions?”

It doesn’t have to be perfect. The important thing is to TAKE ACTION NOW

How To Get Coaching Clients Today!

The Step-By-Step Guide To Getting More High-Ticket Clients Today!

Sin And Self Interest: How To Sell More By Connecting With Your Prospects “Dark Side”

If you want to start getting high-ticket clients, connecting with your prospects “Dark Side” is an ability you will need to develop.

Building rapport with your prospects and clients is the critical first step to any sales methodology. If your prospect doesn’t feel like you understand them — and more importantly accept them — you will find it almost impossible to influence and persuade them to take action (and ideally buy what you’re selling).

Your Prospect's Biggest Fear

Most people are afraid to admit that they have a problem. When your prospect has a problem that they can’t solve on their own, they feel out of control. It’s hard enough to admit to ourselves we aren’t in control. To admit it to someone else can feel like a fate worse than death.

Your prospects are afraid to reveal their shortcomings. They fear the criticism and ridicule they IMAGINE they would feel if anyone really knew what was going on. So what happens? Your prospect conceals their true problems in the hopes that no one ever finds out.

This area that the prospect keeps concealed from others is what I call the “Dark Side". Inside this space is where your prospect feels most alone, and most afraid. Not only is the prospect experiencing pain, but they are also experiencing emotions like guilt and shame for having the pain in the first place.

When you learn to connect with that darkness — the pain the prospect feels, the helplessness, the complete lack of control — that is when magic will happen in your business.

The Johari Window

In cognitive psychology, there is an interesting technique called the Johari Window. It was created in 1955 by two American psychologists, Joeseph Luft and Harrington Ingham.

Imagine you have a chart with four quadrants. On the vertical axis you have “Known To Others” and “Not Known To Others”. On the horizontal axis, you have “Known To Self” and “Not Known To Self”.


We are going to imagine these quadrants from your prospects perspective.

Quadrant 1: The Arena (Known to Self, Known To Others)
This is what the prospect knows about himself and what others know about him.

Quadrant 2: The Blind Spot (Not Known to Self, Known To Others)
These are all the things the prospect doesn’t know about himself, but others do.

Quadrant 3: The Facade (Known to Self, Not Known To Others)
These are all the things the prospect knows about himself, but keeps hidden from others.

This quadrant is what I refer to as the “Dark Side"

Quadrant 4: The Unknown (Not Known to Self, Not Known To Others)
This is the parts that is unknown to your prospect, and unknown to others.

It is your job as a marketer to discover what is inside Quadrant 3. What are the things that your prospect keeps locked away from the outside world?

Sin And Self Interest

The most common thing that humans hide is their uncontrollable urges and impulses. In western religion, these are often referred to as the “Seven Deadly Sins”.

  • Lust
  • Gluttony
  • Greed
  • Sloth
  • Wrath
  • Envy
  • Pride

Many of us have been conditioned by society and religion to view these intense emotional desires as “sinful” because they are centered around "self interest". Virtues are centered around “the interest of others"

This creates a very interesting dynamic for your prospect. Not only are these desires completely outside of his control, but by feeling these things desires he is now a “bad” person.

So what happens? Your prospect tries to suppress these powerful feelings, and hide them from others. Because your prospect isn’t dealing with these urges in a healthy way, it creates all kinds of PAIN.

Your prospect can’t accept that they are the source of their own pain, and therefore must look to external factors to rationalize why they are in pain. Because they think the pain is coming from external factors, it’s only logical that the solution is to fix something externally.

Your Prospects Already Think They Know The Answer

Your prospect already thinks he knows what will fix his pain. Despite how horribly wrong he might be, you have ZERO chance of talking them out of it in your marketing.

If you want to have any chance of selling your products and services, you need to first figure out what the prospect ALREADY wants to buy, and promise to deliver it.

Your prospect doesn’t want to buy your product, he wants to buy things like:

Get my ex-girlfriend back
Lose 20 pounds
Make more money
Fix my marriage
People admire and respect me

Even though you know these outcomes won’t solve their REAL problems, they think it will. If you sell them what they already want to buy, you will get permission to give them what they actually need.

Once you know what powerful emotions are driving your prospects to take action — and what they think the answer to their problems are — now you can communicate with them in a very powerful way.

But First... You Must Connect With Your Own "Dark Side"

The easiest, fastest, and most effective way to connect with your prospects “Dark Side” is to reveal to them that you have a "Dark Side" too.

Remember that your prospect feels alone inside of their pain… that no one understands what it is like to feel the way they do. When you can communicate with your prospect that you understand what that pain is like… and you know how to fix it… you will instantly capture their attention.

This is the moment when you go from “person trying to sell me something” to “person trying to help me get out of pain”.

Once that moment happens for your prospect, he is now ready to hear your sales pitch.

Creating Your "Dark Side" Conversion Story

Get out a sheet of paper, and get ready to write some stuff down.

Think back to a time in your life when you were in severe pain. Think about what was going on at that point in your life. Really put yourself back into that moment in your life, and answer the following questions.

Question 1) What was the external event that happened that you then blamed your problems on?

Was it losing your job? Divorce? A Car Accident? Someone saying something hurtful to you?

Be as specific as you can. Make sure you describe the situation in detail.

Question 2) How did you feel? What emotions were you experiencing? What were you hiding from others? Which of the “Seven Deadly Sins” did you feel most intensely?

Were you feeling uncontrollable anger (wrath)?
Did you feel the need to consume food, drugs, or alcohol (gluttony)?
Did you feel intense sexual desire (lust)?
Did you just want people to like you and think you were cool (pride)?
Did you feel jealous of someone else's success (Envy)?

You probably experienced a mixture of several emotions. Describe how you felt in as much detail as you can.

Question 3) When you were in that pain, feeling those strong emotional urges, what did you think the answer was?

Really be honest with yourself. What was it that you thought would fix all of your problems?

Bringing It All Together

Now do it again from your customers perspective. Really try and imagine what your prospect is going through. What happened to him? What emotions is he feeling? From his perspective, what does he think the answer to his problems are.

When you can feel your prospects pain and imagine, the strong emotions they feel, and what they think the solution is… your product creation and marketing will fall neatly into place.

How To Get Coaching Clients Today!

The Step-By-Step Guide To Getting More High-Ticket Clients Today!

Overcoming The Ultimate Ethical Dilemma In Sales And Marketing

If you want to effectively sell high ticket coaching packages, you need to start promising to deliver the results that your prospects want... not what you want them to have.

This is one of the single biggest barriers most coaches have when it comes to marketing their services. Most coaches want to sell their prospect "take responsibility for your life and change" (This isn't a very popular product by the way).

Your prospect  already thinks they know the solution to their problems… and you have no chance of convincing them they are wrong in your marketing. 

Your prospects don't want to take responsibility for their problems. They want to believe that losing weight, getting a girlfriend, or making more money is going to solve all of their problems and finally make them happy.

When a person is in pain, they can't accept that they are the cause of their problems. Instead, they blame external circumstances for their problem... so naturally they assume that the solution is also external.

"But I don't want to just be another person that sells weight loss advice!"​

​Listen, I get it. I really do. We all know that what our prospects really need to do is  work on the internal issues they have. But your prospect isn't going on the internet to search for "how do I stop blaming other people for my problems?"

The only chance you have of creating meaningful change in your prospects’ lives is to sell them what they want to buy first... and then over time help them get what they need.

This creates an ethical dilemma for many coaches I work with. 

You know that you need to make money to keep your business running... but you also know that the things your prospects are most motivated to buy are things that aren't going to get them the long term results they actually want.​

This is why learning how to sell is critical to the success of your coaching business. In order to get someone to change their behavior, they need to be “sold” on the idea that what you have will work for them. If you can skillfully sell your prospects what they want and begin to build a relationship with them... then you have a chance to eventually give them what they need.

Developing the power to persuade and influence others is like fire. Used correctly and it can shine light into the darkness, cook your food, and heat your home. Used incorrectly, and it can burn your house to ashes.

As long as you chose to use your power for good, you can impact the lives of so many people in such a meaningful way.

But… use these powers for evil, and you will burn in marketing hell.

In this article, I’d like to show you the most useful framework I’ve discovered for understanding how to navigate the biggest ethical dilemma in sales and marketing…

How do you justify selling people things that you know aren’t the REAL answers to their problems?

The Allegory Of The Cave

One of the most famous philosophical discourses of our time is “The Republic” by Plato. The book is written as a conversation between Socrates (Plato’s teacher) and Glaucon (Plato’s brother). The most famous section of this work is “The Allegory of the Cave”.


Socrates begins by asking Glaucon to imagine a cave where people have been imprisoned from childhood. These prisoners are chained so that their legs and necks are fixed, forcing them to gaze at the wall in front of them and not look around at the cave, each other, or themselves. Behind the prisoners is a fire, and between the fire and the prisoners is a raised walkway with a low wall, behind which people walk carrying objects or puppets “of men and other living things”.

The people walk behind the wall so their bodies do not cast shadows for the prisoners to see, but the objects they carry do (“just as puppet showmen have screens in front of them at which they work their puppets”). The prisoners cannot see any of this behind them and are only able to see the shadows cast upon the cave wall in front of them. The sounds of the people talking echo off the shadowed wall, and the prisoners falsely believe these sounds come from the shadows.

Socrates suggests that the shadows constitute reality for the prisoners because they have never seen anything else; they do not realize that what they see are shadows of objects in front of a fire, much less that these objects are inspired by real living things outside the cave.


Socrates then supposes that one prisoner is freed, being forced to turn and see the fire. The light would hurt his eyes and make it hard for him to see the objects that are casting the shadows. If he is told that what he saw before was not real but that the objects he is now struggling to see are, he would not believe it.

In his pain, Socrates continues, the freed prisoner would turn away and run back to what he can see and is accustomed to, that is the shadows of the carried objects. He writes “…it would hurt his eyes, and he would escape by turning away to the things which he was able to look at, and these he would believe to be clearer than what was being shown to him.”

Socrates continues: “suppose…that someone should drag him…by force, up the rough ascent, the steep way up, and never stop until he could drag him out into the light of the sun.” The prisoner would be angry and in pain, and this would only worsen when the radiant light of the sun overwhelms his eyes and blinds him. The sunlight is representative of the new reality and knowledge that the freed prisoner is experiencing.

Slowly, his eyes adjust to the light of the sun. First he can only see shadows. Gradually he can see the reflections of people and things in water and then later see the people and things themselves. Eventually he is able to look at the stars and moon at night until finally he can look upon the sun itself. Only after he can look straight at the sun “is he able to reason about it” and what it is


Socrates continues, saying that the freed prisoner would think that the real world was superior to the world he experienced in the cave; “he would bless himself for the change, and pity [the other prisoners]” and would want to bring his fellow cave dwellers out of the cave and into the sunlight.

The returning prisoner, whose eyes have become acclimated to the light of the sun, would be blind when he re-enters the cave, just as he was when he was first exposed to the sun. The prisoners, according to Socrates, would infer from the returning man’s blindness that the journey out of the cave had harmed him and that they should not undertake a similar journey. Socrates concludes that the prisoners, if they were able, would therefore reach out and kill anyone who attempted to drag them out of the cave

Source: Wikipedia "The Allegory Of The Cave"

For a video explanation of this, I highly recommend you watch this 10 minute video.

The Allegory of the Cave is a very useful framework to consider when creating your products and marketing. Imagine that your prospect is stuck inside this cave. They don’t know that a better world exists. They are convinced that the world they live in is the “Truth”.

So how do you get your prospects to come into the light without getting killed for speaking the truth?

You must figure out how to persuade them to leave the cave of their own free will. You must help the prospect discover themselves that the true answer to their problems lies in confronting their fears. Once your prospect has come to that conclusion on their own... that is when the real work can be done to make their lives better.

When The Student Is Ready, The Teacher Will Appear

Quick review of the three qualifications of a profitable niche market:

  1. The prospect is experiencing PAIN and URGENCY
  2. The prospect is PROACTIVELY searching for solutions to their problems
  3. From the prospects perspective, they have few or no options.

To make the Allegory Of The Cave a little more applicable to creating information products an coaching programs, lets imagine that some of the prisoners have already escaped their shackles and are actively looking for a way out. They look around the room and they see the pit of fire (the true way out of the cave) and a door with gigantic padlock holding it shut.

Your prospect is in pain, wants to get out of pain, and his options are “Go through that gigantic fire thing” or “Try to unlock the door”.

If you were this prisoner… which would you try first? Would you try jumping through the pit of fire… or try to unlock the door?

Now imagine that you meet some random person. You don’t know who they are, you don’t trust them, and you don’t like them. This random person tells you “The way out of this cave is through the pit of fire. Just run through it, and you’ll be free.”

What would you probably be thinking?

EXACTLY! But this is what most of you are trying to say to your prospects.

Before that prospect is going to run through the gigantic pit of fire, they are going to need to trust you. The only way that you can earn that prospects trust is by showing them how to unlock the door that THEY think is the way out.

The door is going to be something like:
“If I could just get a hot girlfriend”
“If I could just just lose 20 pounds”
“If I could just make more money”

The irony here is that once you show them how to unlock the first door, there are now dozens of more locked doors behind that one, and dozens more behind those doors.

Keep helping them unlock those doors, and their trust in you will build. As your prospect continues their journey unlocking all of these doors, you are helping them to develop the skills they REALLY need to get out of the cave.

It’s very Miyagi (wax on, wax off).

Your job is to guide them through their journey and help them come to the realization ON THEIR OWN, that the true way out is through the fire… and that they have everything they need to get through it safely. In fact, they always had it… they just never knew they did.

You Want The Truth? You Can’t Handle The Truth!

This is why it is so important that you talk to your prospects. Until you know what door they are trying to unlock, you won’t be able to create the tools the prospect THINKS he needs to get out of the cave.

This is ALSO why it is so important to help the prospect get instant gratification. The faster you can unlock the door for him... or demonstrate that you are going to help him unlock the door... the more he will trust you. If your prospect trust you, and believes that you will help him out of the cave, you can then begin to reveal (slowly) what it will REALLY take to get out.

How Did You Escape Your Cave?

The name of the game in marketing and sales is “Trust”. Until your prospect trusts you, you can't make them any kind of offer.

When you meet your prospect, the quickest way to get him to trust you is to tell him that you were once a prisoner here and you have come back to help others escape. However, until you can prove that you were also once a prisoner, the prospect won’t trust you.

This is where your conversion story comes in to play. You need to reveal that you too experienced this pain, and that you figured the way out.

Step 1) First you need to remember what it was like when YOU were trapped in the cave. You need to go back to your time of ignorance and remember the thoughts you thought, what you blamed your problems on, and what YOU thought the answer was (hint: you probably tried a lot of things and made lots of excuses before you found the answer)

Step 2) Write your “Dark Side” conversion story. Read my post on “Sin and Self Interest” for more details on this.

Step 3) Find prospects who are ALREADY interested in leaving the cave (searching for solutions), and interview them.

Step 4) Once you figure out what your prospect thinks will get them out of the cave, you need to figure out how to give them that key that will unlock the door.

Learning To Sell Is Your "Pit Of Fire"

Sales and marketing can be a vehicle for your own tremendous personal growth. In order for you, the wonderful coach, to start getting clients... you are going to have to confront your own issues about selling. If you are serious about making an impact on the lives of others, this is the trial that you must face. After all, how can you ethically ask your clients to face their fears when you aren't willing to face your own?

So many of us are scared to admit that we have problems… that we aren’t good at things… that we feel all alone in our pain and no one could possibly understand. We are afraid that if people ever found out who we REALLY are, that we would be rejected and ridiculed.

I have spent YEARS of my life banging my head up against the entrepreneurial wall. I have gone through severe depression and self doubt. I’ve had plenty of problems just “getting started”. I would MUCH rather read another book or watch another webinar than face my fears and take action…

It wasn’t until I started TAKE ACTION and face my own fears that I really begin to see changes happening in my life. I’ve spoken to many of coaches and entrepreneurs  here and so many of you think you are alone in your journey.

But you ARE NOT alone.

We all have the same fears. We all have the same frustrations. We all think that everyone else has their shit together. None of us have all of our shit completely together. And that’s okay. In fact, it’s what makes us human.

It's okay to admit that you need help. I know we all want to believe that we can do this on our own... but that isn't the best or fastest way to get results. If you're serious about having a real coaching business the best thing you could ever do is get your own coach who can help you with growing your business.​

It doesn't matter if it's me, or one of the hundreds of awesome coaches or "gurus" online. Find someone that you like and respect, and work with them.

You can make a meaningful impact in the lives of SO many people… if you’d just face your own fears and walk through the fire. You don't need to fight this battle alone. Get a coach and do this the easy(er) way.

​If you need some help getting started with this whole "sales" business, I think you'll like the free report together. The key to selling is understanding what your prospects want, and helping them get it. You'll feel great when you approach selling in this very ethical manner.

How To Get Coaching Clients Today!

The Step-By-Step Guide To Getting More High-Ticket Clients Today!

It’s Hard To Be Nervous When Your Mind Is On Service: The Guide To Heart-Based, Ethical Selling

After interviewing several of my regular readers, I’ve come to discover something very interesting…

Most of you are smart, caring, kind, ethical, and honest people who SINCERELY want to help others. Many of the challenges you face in starting your business aren’t related to your skill as a practitioner… it has to do with your ability as a marketer.

You know that in order to help people… and help a LOT of people… that means selling a product or service. It means putting yourself out there, telling people you can help them, and then asking them for MONEY in exchange.

I’ll bet for many of you, the idea of being a “salesman” gives you the heebie-jeebies. In fact, you probably don’t like dealing with sales people AT ALL.

I have a confession to make… I hate sales people too (and I am one).

Why? Because most sales people SUCK! They are pushy, aggressive, and for the most part obviously care more about making money than helping me.


When I meet a sales person who really gets it… who really understands what sales is all about, and takes the time to understand what I am looking for… I LOVE spending money with them. Working with a professional who understands that he is there to help ME get what I want is one of my favorite things.

I’ll bet that you think the same thing as well. I’ll bet that you have someone that you work with who just kicks ASS, and you refer everyone to them. I’ll bet you don’t even think of them as a salesmen…

And there is the rub. The best salesmen… aren’t. Yes, they are very good at selling. Yes they understand how to motivate people to take action and buy…

But who they REALLY are is honest and ethical. What they REALLY do is help you get what you want.

And that is what “Sales” is all about.

It’s not about convincing people to buy. It’s not about high pressure tactics and closing techniques. It’s not “how do I sell this shit I made”.

It’s how do I help my customers get what they want.

And when you’re focused on serving others, selling becomes one of the most enjoyable things to do.

It’s Hard To Be Nervous When Your Mind Is On Service

In a perfect world, you would have legions of fans who come to you for advice… people who already want you to help them and you can just show up as your awesome self. You’d have all these sales funnels, and auto responders, and systems in place so you would’t have to do any of that “icky” selling stuff… Just providing a great product or service for your millions of adoring fans.

Yes, you can eventually get to the point where you have tons of inbound traffic and you can outsource all that “other” stuff… but you’re not going to jump from where you are now to fully automated online business overnight.

You’re going to have to get outside of your comfort zone, get into the marketplace, and start interacting with people.

And this is where it gets scary. Putting yourself out there, risking rejection, and looking like an idiot is HARD. I’m not going to pretend like its not.

Even after making 80,000 sales calls, I STILL get nervous when I call on people. I STILL worry that people will think I’m a fraud. I STILL care about what people will think about me. I’m STILL afraid of all the same things you are…

I started my sales career working 80 hours a week, going door-to-door, and getting paid straight commission. I was working with The Southwestern Company, and the product we sold was educational children’s books as well as homework study guides.

Door-to-door sales is BRUTAL.

People were rude to me, they looked down on me, they judged me unfairly… or at least that’s what it felt like. I faced an absurd amount of rejection. Most people were actually pretty nice about it all things considered (and some people definitely weren’t).

I remember having to say positive phrases out loud like “I’m the man!” and “Who’s next?” and “I’m a selling machine!” trying to motivate myself to keep going in spite of the pain. I remember how I’d wish people weren’t home when I knocked on their door so they wouldn’t reject me… and I wouldn’t feel like a human piece of trash that was just bothering people.

And then one day, my student manager (who was my best friend Brad) told me one of the company mantras. “It’s hard to be nervous when your mind is on service”.

At first I thought it was stupid. I mean, I’m working for a sales company and we sell books. Who cares about that fluffy feel good stuff?

He told me to just stop worrying about making sales, and to just talk to the moms like I cared about them. He told me that these families, no matter how rich or poor you think they are, care about their kids education. Until you start focusing on the families you are talking to, and how these books can help THEM… you’re always going to hate this.

He told me that I could continue being miserable doing what I was doing… or I could choose to feel really good about what I was doing by focusing on helping others (instead of helping myself).

I didn’t believe him at first. It sounded really stupid actually. I thought “who would be dumb enough to believe that a door-to-door salesman isn’t there to make a sale”.

But then I tried it.

I remember knocking on this door and the mom answered. I told her who I was and what I was doing. She was really nice and let me inside. She was a single mom, working two… sometimes three jobs just to pay the bills.

We started talking a bit and I remember when I decided to not just go through my sales talk, but to really figure out how I could help her.

She told me how she never went to college, and how she wanted so badly for her kids to go. She told me that her kids were having trouble in school, and she couldn’t help them. By the time she got home from work, she was exhausted. Even if she did have the energy to help her son with his math homework, the way she knew how to do it wasn’t how the teacher wants him to do it. It was getting to the point where even if she wanted to help her kids with school… she wouldn’t even know how.

I told her about our study guides, and how they could help her with that. We got to the end of the presentation and tears started to well up in her eyes. It was clear that for the first time in a while… she felt like there was hope. That she was going to be able to help her kids do well in school, go to college, and live a life that she wasn’t able to have.

I remember walking out of the house with a $50 deposit on the order… but more importantly, I walked out a believer.

It was the first time that I believed that I was doing a good thing. And everything changed.

People were still rude to me. People still tried to brush me off. People still rejected me. I still got frustrated.

But they weren’t rejecting ME. They were rejecting what they THOUGHT I was (a pushy door-to-door salesman).

If they really understood that I was there to help their family… If they knew that I had something that could help their kids do better in school… heck, if they even knew me at ALL… they would so happy to know that I was in their community (even if what I was selling wasn’t a good fit for them)

Now that didn’t all of a sudden make everyone buy books from me, but in my mind it made ALL the difference.

Yes, making a sale was always fun… but knowing that because I showed up and knocked on their door… that I was able to get in their house and find out what they needed… show them how what I had could help them… and persuade them take action and BUY…

I was helping to make their lives better… even if it was only in a very small way.


“You Can Have Everything In Life You Want If You Will Just Help Enough Other People Get What They Want”
-Zig Ziglar

Most new business owners think that they are in “XYZ industry” or they sell “ABC product”. They want to make lots of money so they can live this lifestyle, so that they can fulfill their selfish desires. It’s all about “me, me, me, me, me”.

Until you change your mindset… until you decide that the purpose of your business is to serve the needs of others… you’ll never get ANY of the things that you want.

Selling isn’t about getting people to buy what you’re selling. It’s about finding out what people want and helping them get that.

So how do you build a business that allows you to help lots of people AND make lots of money?

Step 1) Decide that your Mega-Mega-Niche is “Helping people get what they want, not what I want them to have”.

Step 2) Decide which area of a person’s life you can help them most with. “Money and Finance”, “Relationships and Dating”, or “Health and Wellness”

Step 3) Interview 100 prospects and actually LISTEN to them. Don’t just look for confirmation that you’re right, get to know them, their fears and frustrations, and their wants and aspirations.

Step 4) Once you do that, figure out how you can make products and services that are SO good and SO helpful, that your prospects can’t wait to buy them from you… because they know you made it to help them (not you).


I Want To Hear From You

So I’d like to start a dialogue with you.

I am here because I want to help all of you. I want to be on your team. I know that many of you are fucking AWESOME at what you do, but you just need some help with the whole “marketing” and “sales” stuff…

But… I know that I can’t create awesome content for you if I don’t understand you and what challenges you have.

So help me help you? Judgement free zone.

I want to know whats holding you back when it comes to selling? What bothers you about sales? Do you find “selling” to be a yucky thing? Do you have concerns about using sales and marketing “tactics”? I’m interested to know how you view selling because I want to understand your perspective.

Post in the comments below! Start out with “What bothers me about “sales” is…

How to Create Killer Content In One Hour Or Less… Even If You’re A Beginner And Think You Suck At Writing

Are you afraid to create content because you:

  • Think you suck at writing?
  • Think it will take FOREVER to create anything?
  • Have no idea what to even write about?
  • Some other bullshit reason that doesn’t matter?

If so, this post is for you.

I’m going to write this post in real time in the next one hour. I’m going to show you the exact process I use to crank out content every single day.

Start time: 2:28 PM

Outline Finished: 2:47 PM

Problem: Prospects knows he needs to create content to sell products online, but is afraid to take action and just start somewhere

Solution: Teach prospect an easy to use, step by step system they can use to create confident.

— WHY —

if you want to make money online, you need to write content… and lots of it. It’s okay if you think you suck. Everyone sucks when they first start. The important thing is to just start!

— WHAT —

introduce the “Why, what, how, what if?” frame works.

Don’t worry about writing a full blog post. Just write a bunch of outlines using the framework, then go back later and fill in the blanks and flesh it out.

— HOW —

Step 1) Eliminate any distractions. Close out websites, turn off phone, go to a quite place.
Step 2) Get out a piece of paper or new note on your computer.
Step 3) Set a timer for 60 minutes and hit START!
Step 4) Make a list of “Problems” your prospect has. See if you can write down 10 of them.
Step 5) Pick one of the problems that you know you can help out with, and write down the solution.
Step 6) Write out the Why, What, How, and What If? In outline form. Once you have the outline written, you’re 80% done (really).
Step 7) Add some more detail to connect the Why, What, How, and What if? sections and you have your first draft!

— WHAT IF? —

Get started RIGHT NOW! If you don’t have 1 hour right now, that’s okay. Just start by making a list of problems your prospect is having.

Make a list of 10 problems your prospect is having right now in the comments below. Once you have a list of topics to write about, everything is much easier.


First Draft Completed: 3:16 PM

If you want to make money online, you need to write content… and lots of it. It’s okay if you think you suck. Everyone sucks when they first start. The important thing is to just start!

If you’ve ever tried to just look at a blank piece of paper and tried to just “write” something, you know how frustrating and hard that can be. Here’s something you don’t know about writing content. The best content creators ALL use proven formulas and frameworks to write their content.

The secret to writing great content QUICKLY is to use proven writing frameworks that actually work.

The One Framework You Should Always Use

My favorite framework that I use for all of my content is the “Why, What, How, What If?” framework. I learned this from Eben Pagan in one of this GURU Mastermind trainings years ago.

This framework is based around the work of Harvard psychologist, Dr. David Mclelland. Dr. McClelland is considered to be one of the most brilliant minds on the topic of human motivation and entrepenurship. One of the things he discovered was that people have certain learning styles. In order to properly motivate people to take action, it’s important that you teach to their natural learning style.

The learning styles can be grouped into four categories: “Why, What, How, What If?”

WHY — To engage the “Why” learning style, you need to tell them why they should pay attention to what you’re saying. Most people are the “Why” learning style, which is why you always want to start your content off explaining the benefits of consuming your content.

WHAT — To engage the “What” learning style, you need to give them proof. They love things like theories, data, and evidence that what you’re saying isn’t just something you made up. The second most common learning style is the “What” learning style, which is why you do this second.

HOW — To engage the “How” learning style, you need to include the exact, step-by-step method for getting results. This learning style just wants you to get to the point and tell them exactly what to do, so they can go do it. This is the third most common learning style, which is why you address this third in your content.

WHAT IF? — To engage the “What If?” learning style, you need to show them how what you’re saying works in the real world. These are the implementers and the entrepreneurs of the world. Help them take action by including exercises and things they can do right now. Show them how they can take action immediately! This is the least common learning style, which is why you do this last.

In reality, people are a combination of all four styles… but they have a dominant way they prefer to learn. You want to include all learning styles so your content can be digested by any prospect that shows up.

The 7 Step Formula

When you are creating content, start with this proven frame work. If you start by thinking “I have to write an entire blog post” it can feel very overwhelming. Remember that “it’s a cinch by the inch, and it’s hard by the yard”.

Start your content creation process by creating an outline FIRST… then go back and fill in the blanks.

Here is the 7 step “How to”.

Step 1) Eliminate any distractions. Close out websites, turn off phone, and make sure you won’t be distracted by anything.

Step 2) Get out a piece of paper or create a new note on your computer.

Step 3) Set a timer for 60 minutes and hit START!

Step 4) Make a list of “Problems” your prospect has. See if you can write down 10 of them. Pick one to start with.

Step 5) Next, write down all of the possible “Solutions” you can think of to that problem. Chances are you will think of multiple solutions to the same problem. You can always create another outline using a different solution.

Step 6) Write out the Why, What, How, and What If? in outline form. Once you have the outline written, you’re 80% done (really).

Step 7) Add some more detail to connect the Why, What, How, and What if? sections and you have your first draft!

This framework was a complete game changer for me. I used to have a really hard time writing content, and would spend hours nitpicking over each sentence and paragraph. I would never get anything done because nothing really made sense.

Once I started planning out all of my content using this framework, it was like a huge weight had been lifted off me. I always feel confident when I sit down to write now because I know exactly where to start.

Take Action RIGHT NOW!

Like any skill, you will get better at doing this with practice. It’s okay if you struggle a bit at first. The most important thing you can do is to DO SOMETHING.

Just take baby steps. Anything is better than nothing.

Here is something you can do RIGHT NOW. Make a list of 5-10 problems that your prospect is having right now and POST IT IN THE COMMENTS! Don’t even worry about the solutions yet, just get some traction by figuring out what problems your prospect is trying to solve.