All right everybody, it's Ted, and welcome back to another month. In today’s live stream, I'm going to

be talking about 12 Steps to Create a Masterful Presentation. If you are somebody who wants to build

a business online, which is pretty much all of you, then you're going to love these 12 steps, because I'm

going to teach you how to actually do it in a way that creates compelling presentations online.

I also know that there's many of you who lead groups or live events or workshops, so these same

principles and these same steps could also apply to actually doing a workshop or a seminar. We're going

to jump right in and get started with creating an online presentation or even speaking from the stage.

Now, there's a couple of things that you really want to think of when you're creating a presentation

online. One of the big challenges is getting it to actually convert. You could go through these 12 steps

and you could get the structure down basically, but if you don't really know what your topic is and

you're not clear on what it is you're speaking about and who it is you're speaking to, it's a lot harder to

create the rest of the steps, okay?

I'm going to give you an example of a little brainstorming exercise that I was doing on the plane. I just

got back from Japan. I was doing a little brainstorming exercise on a new funnel that I'm launching

online. It just really came to me of like what this funnel is about, and it was very clear to me on who it

is that I was speaking to, okay?

I want to kind of walk you through the thinking process as you're going to create a presentation of

getting really clear on what the topic is, and also who it is that you're speaking to. Because if you're

clear on that, then the rest of the 12 steps of how you're going to deliver it is actually very clear, because

you know exactly what you're talking on and who you're delivering it to.

I've launched multiple funnels online. I'll give you some examples of different funnels that we have. We

have a funnel online that goes to speakers, and one of the entry points of bringing speakers into this

funnel, we talk to them about how to create six figure seminars. Part of the messaging that brings them

into the funnel is about leading a six figure seminar or how to create six figure seminars. It's pretty

specific. It's going towards people who are speakers.

I have another funnel that goes more towards people who are purely focused of building a business

online, which is many of you. When we bring them in through Facebook, it's called the Ultimate Online

Presentation Swipe File. We talk about in there how to create the ultimate presentation online, which

is what I'm going to speak to you about today.

There's a third funnel that I have that talks about people who are more brand new, which is it kind of

leads off and says, "Do you have a life story and a message that you want to share with the world?"

These are different kinds of ways or entry points that I bring people into the funnel.

When you look at, for example, my speaker funnel, right? When you look at that, clearly the topic on

this is six figure seminars. It's pretty specific when we're going towards a speaker, that we are helping

them put on six figure seminars. That's kind of how we bring them into the funnel.

Our audience of who's going to be attracted to that, it's not like a massively broad audience per se. It's

really people who want to lead seminars, which is why when I look at this funnel of why it's profitable

and it does really well for us and it's been timeless for the last few years, is because it's pretty specific

on who we're targeting and who we're going after, okay?

I'll give you an example of another one that is a little bit less specific that I was talking about, which is

more of our Message to Millions funnel where we bring people in. This one for Message to Millions is a

lot broader of an audience. We could be working with, it could be for coaches. It could be for speakers.

It could be for consultants. It could be for service businesses. There's a lot of people in this funnel over

here that we go after, okay?

This one is very specific. It's like you're not going to go put on a six figure seminar if you're not a speaker

or thinking about speaking. It's very specific, and it's not even about just speaking from the stage. It's

about leading seminars, which is a narrower group of people, right?

Now, over here, we are going after a lot of these different people, right, and practitioners and things

like that as well. One of the ways we bring them in is with a more general message. The message is in

the ad talks about do you believe you have a life story and a message that can change the world? Do

you believe your life story and your message can inspire people to change their lives? It's something of

that nature.

This is really more focused on life story and message, right? This is very broad here. This is one of the

things that I've learned in my marketing over time like this is much more broad. Now, this funnel is

doing ... It's been running for us for years. It's doing well. This one is much more dialed in to where

we're able to scale this now and we're much more profitable on this funnel here.

One of the reasons why I've seen this, I believe in our marketing, is because we're going broader here.

Naturally, if we bring in a lot of different people, all these different kinds of people, which is fine, like

we could have multiple people it is for, but look at the message. It's much more broad.

When we bring them in at the top of the funnel, we're going to get tons of people who are interested

in sharing a story and a message, and we're probably going to get a lot of people who are newbies who

might just be thinking about this, who don't even have a career in this, and it reaches just a broad

general audience of people. Still works for us, but it's a little bit different targeting, okay?

Now I'm going to show you a third one here, because if you're thinking about creating your topic to

present to your audience, whether you're a speaker and it's in front of the room and you're going to

speak to that audience, or whether you're online and you're going to speak to an audience. Getting

specific on who you're speaking to is important.

Let me give you a third example of another funnel that we're running. We've got one here. We've got

two here. I'm going to give you a third. The third here is, this one is called the Ultimate Online

Presentation Swipe File. We'll just call it Presentation Swipe File.

A little bit still I would say there's a broad audience of people that want to go online, so I would say

while there is some specificity here that it is online, our messaging is basically want to create videos

that actually sell, or want to create videos, teleseminars, and webinars that actually sell. So we're kind

of specific with the presentation of like, want to create videos, teleseminars, or webinars that actually

sell, or want to create videos, teleseminars, or webinars that actually get clients.

We're bringing them in. I would say it's still a little bit broad, but this one is high converting for us as

well. To me, a presentation or somebody who wants to create presentations and build a business online

is still a little bit more specific than somebody who has a life story and a message they want to share.

That could be anybody, right? This could be anybody who's thinking that I have a story and a message.

This is like, okay I'm very clear I want to go online and I want to build my business online. I would say

this is a little bit more specific, and these two funnels right here are best performing, okay? Let me give

you an example now of a third one, and I'm going to show you how I'm going to brainstorm this third

one and make it much more specific.

In fact, this third topic that I'm going to go through is a topic that when I first started on Facebook, first

time I ever launched on Facebook, this topic that I'm about to share is the first free gift that I ever went

out with to the marketplace. It's not something that's new to me. It's actually something that is very

basic to me that I've been doing for a long time that's pretty specific, but it can also attract a lot of

people to it.

Before I get into that, let's just kind of talk about topics and who you're targeting, because that's why I

wanted to share this with you. Clearly up here for this funnel, want to create six fig seminars, it's for

speakers. Pretty specific. It's targeting people that want to do six figure seminars and we even talk

about doing six figure seminars in a weekend. It has to be somebody who's really thinking about being

successful in seminars.

Here, pretty much could be attracting the same audience, people who want to create presentations

online. It could be coaches. It could be speakers. It could be consultants. It could be service businesses.

It could be any type of entrepreneur. We are going after a broader audience here. Here, the topic is

very broad and the audience is broad, okay?

For you, I want to kind of help you narrow down your focus. Even if you were going after an audience

that is a little bit more broad, there's a way to pinpoint the messaging and be more effective with the

messaging so you're really speaking to a person when you're creating your actual topic and you're

creating your presentation.

I'll give you an example of one that I'm going to be launching right now, okay? I was on the plane and I

was thinking about this funnel that I have running. Right now this funnel that I have running is the

Ultimate Online Presentation Swipe File. The free gift that I bring people into the funnel with on

Facebook is, we're just going to call it Presentation Swipe. It's a Presentation Swipe, all right?

I'm bringing people in, and because I've been running this funnel for a while, I decided that when I bring

people into this funnel, one of the things that I want to do after they opt in for the free gift is I want to

bring them to come see a video. So, imagine they opt in for this free gift, and the moment they opt in,

they're like, "Oh, I want to learn how to create presentations online. I'll take this Ultimate Online

Presentation Swipe File."

One of the things that I did right after they opt in was I created a video that offers them then a free

coaching session. This is the form of a funnel that we use. They opt in, they get the free gift, they splash

through to a page. This is very similar to things that you've seen before, they splash through to a page.

On this page is what's called like the first offer. You're going to make an offer. In our funnels, they either

splash through and they go to a free coaching session, or they splash through and the first offer might

be like a $37 product or a $47 product. There's many types of offers you could put here. But they go to

a free gift, they splash through to a page where there's an offer.

On this funnel right now, we're currently running it to where they go, they splash through, they watch

this video, and the video says something like, "Congratulations! Your Presentation Swipe File is on its

way to your inbox. It will be there shortly. Before you go there, I have something really special that I

want to share with you."

Right now, you have everything you need to start creating a great presentation, but the big question

on my clients' minds are, how do I go out and make millions of dollars with my message online and

build a lifestyle friendly business? The funnel says something like this, right? It's like how do I go make

millions with my message selling my products, programs, and services and building a lifestyle friendly

business?

In today's video, I'm going to share with you the three steps to do exactly that. Then I start jumping in

and I teach them. So I start teaching and I go, "At any time if you feel inspired, click the button down

below, and for a limited time, I'm waiving the $497 application fee to apply for a coaching session and

also to be considered for my Dream Clients Delivered mastermind."

The purpose of this video is I want them to book a session, and then I also am letting them know that

when they book a session, not only are they going to get coached, but they're going to be considered

for one of my masterminds. I'm teaching them in this video and I'm making calls to action to go book a

coaching session.

Now, this of how I'm bringing people in about creating a presentation online, this is good because it's

attracting my audience. The people who then come watch this video, clearly these people who

download this and they start watching this video, this video is all about really helping people launch

their business online. It's about helping them sell products, programs, services online. It's about helping

them make millions with their message.

In this video, I'm talking of the type of person who wants to actually build a business online. To some

degree, this works, that they're downloading a presentation swipe file about how to create

presentations, and then they're coming here and they're learning about how to launch their products,

programs, and services online, right? Now, this funnel is working, but there's a little bit of a problem

that I see that if I was more specific, we could get it to convert even better. If we're more specific, we

could get it to convert even better. Let me explain to you.

They're opting in for the presentation, so people who want to create presentations online, and then

the messaging here is book a free coaching session. It's about selling products, programs, services, and

how to sell those products, programs, and services with a marketing funnel online.

It's pretty aligned and it's like well, clearly after opting in for stuff that they want online, they're going

to want to then build a business online and make millions with their message, selling their products,

programs, and services. But there's still a little bit of generality in this funnel that I'm going to be testing

something new right now and narrowing it down. I want to show you what this is.

When somebody joins my mastermind, part of what we're really helping them do is we're actually

helping them sell more higher tier products. We're helping them sell more products of like probably

minimum around $2,000 and then maximum up to $200,000 through a funnel that we want to help

them set up and build, all right?

Now, as I started to look at this more closely and I looked at the outcome that I want my clients to get,

I came up with a little bit more targeted messaging to make the funnel more specific. The way that I did

that initially was I started to first think about the outcome. When you're coming up with a topic, I want

you to first start really thinking about what the outcome is for the person.

Here, the outcome with this funnel is I'm bringing in somebody who wants to create presentations

online. That's a lot of people, right? I could get a lot of online marketers who are just like, "I want to be

better at presentations," and they could want to sell a lot of products. They could want to sell $37

products, $97 products, $1,000 products, all that stuff.

We do that online and we do that really well. One of our funnels last week, for every dollar we put in

last week, we did $4.27 back on that funnel. So for every dollar in, we almost four and a half timed get

the cash in on the funnel last week. The week before, for every dollar in, we brought back $4.62. When

we're selling products, we're killing it right now and we're doing really, really well.

If I were teaching a mastermind that was solely devoted to selling lower tier products that would be

really good messaging. If it was only focused on selling lower tier products, that would be really good

messaging. But the outcome of what I'm actually teaching people is not just about products. It's more

about selling programs and services, is how I want people to get started online. If I look at the outcome,

one of the goals I have for my mastermind clients is for them to sell a higher tier or high-end programs.

Think about this. I know I took a long time to get to this, but this is the outcome. This is one of the

outcomes as I'm working with my clients is I want them to be able to sell 2,000, 5,000, $10,000, $20,000

programs over the phone through a marketing funnel that they set up, all right? When I started to think

about more of the outcomes to even get more specific. Now, this funnel works just the way it is, but

I'm going to be testing to get even more specific if I can bring in more of the right people and I don't

have to sift through thousands and thousands of people to get the right people. Maybe I'm sifting

through hundreds of people to get the right people.

When I started thinking about the outcome I was like, well, what we're really focused on is them selling

more high-end programs and services. So, that outcome gets me a little bit more specific on how I'm

going to bring somebody into the funnel or how I'm going to speak to them in a presentation.

I want you to get this, because if you're on stage and I'm going to speak to somebody about creating an

online presentation, that's a general topic, right? But if I'm going to speak to somebody about the

outcome of selling more high-end programs and getting more high paying clients, that's a much more

specific outcome and it's much easier for people to understand, right?

This is the new outcome, which this funnel talks about that also, still talks about it, but it's not like the

target. Like if you're going to shoot an arrow right at the target, boom, if that was the outcome, my

message is way more specific from the start. For you, what is your outcome for your clients when you

start to think about like what's the outcome of what you want to provide for them? What's the outcome

or a result of what it is you're going to speak to when you're presenting on your topic with them?

There I was on the plane the other night coming back from Japan, and I was actually trying to go to

sleep and I just had my mind was going and all of a sudden it just like went to this. I had this realization

of like let me get more specific on the outcome of what our clients are really doing. What I was able to

do was like I was able to look at what we do best in our business and what we've been doing best for

years in our business. I was able to look at my clients who are performing the best and what they're

doing best.

It was really simple, like the reason they're profitable in their businesses and the reason I'm profitable

in my business is because we sell high-end programs, period. It's one of the reasons why we will double

or triple the profits is because there's a high-end program there. I got really clear on the outcome and

I said okay what's the benefit of somebody actually selling a high-end program? Because this is an

outcome but from one outcome there's multiple outcomes that spur from that, right, or extend from

that.

I looked at it and I started to think and I go, "Well, you know ..." I should do a new page here. I said the

person who's going to sell a high-end program, there are some outcomes of what they're going to get.

One, if they sell more high-end programs, they're going to have more income, and who doesn't want

to have greater income? I mean, it's one of the things that all coaches, speakers, experts, consultants,

they want to make a greater income. It's pretty obvious, right?

The other thing that they're going to have is they want to make an impact. If they are selling more high-

end stuff, they're going to make a greater impact in the world because they're going to be impacting

more quality people. They're going to have to show up in a bigger way themselves to sell these high-

end programs. They're going to be working with more quality people. If they launch a funnel that's

going to go and communicate to people all over the world, they're going to be impacting potentially

millions of people like we are in our brand.

So they're going to make a greater impact, and we also know that coaches, consultants, speakers,

experts, service businesses, they want to make an impact. It's one of those things that they're driven

by, but if they're not making an income, it doesn't matter if they're making an impact because they'll

be out of business, right? So they've got to make an income, they've got to make an impact.

Then the other thing that I realized coming back from my travels that was so right in my face, which is

a word that's overused a lot is lifestyle. Again, nothing new, right? Nothing new at all, but what's very

clear here is not I'm going to teach you how to create presentations that help you get all of this. No, it's

I'm going to teach you how to get high-end clients or high-paying clients. I like high-paying, the words,

so high-paying clients that's going to lead to these three things.

This is the focal point of the topic, which is high-paying clients. If you look at this in comparison to the

topic of how to create presentations online, presentations online could mean anything. [inaudible

00:26:42] this, but if the outcome is to get them a high-end client, a presentation is more the vehicle

and people want to create great presentations, but the thing that is the foundation, and the focal point

of the topic is helping them get higher paying clients.

Now, the target, which is funny because I'm going back to how I started four years ago on Facebook,

right? I've got trainings that I've created on this topic already, but this becomes the primary thing that

we're focused on to get these results for somebody. When I started to look at myself and my business

and what I do one, I have a great lifestyle. I realized I was traveling to Hawaii. I was traveling to Japan. I

was still running my business from there, and it was incredible because I have a lifestyle where I can do

that.

I still make an income and I'm still making the impact, and one of the reasons we're doing this is high-

end clients. You've got to look number one, I'm going to tell you the first place you need to look to

create your topic. You've got to look one, at what are you the expert in? This is such an important

starting point. A lot of times people go, what's the market want out there? What should I provide to

the marketplace? I believe the starting point is what are you an expert in? That's the first thing you

need to answer.

For me, the one thing that hasn't changed since nine years ago, even since I was 21 years old, which is

kind of like the epiphany that I had, is so when I was 21 years old, I always sold high-end stuff. For 20

years, my expertise has been selling high-end programs. When I'm on the stage at a seminar, I'm

probably one of a handful of people in the world that sell programs at $200,000 for my private

consulting.

I've mastered selling the high-end program from the stage, so much so that I actually enjoy way more,

way more, and I've mastered it even more selling the high-end program, selling the six figure program

from the stage. It's just what I do well, whether it's 100K, whether it's 200K, I just do this really, really

well. Maybe it's because I feel like it's a big moment and I have to step into my potential. It's one of the

things in life that actually challenges me, where I really feel like I have to show up. When I feel that way,

I'm showing up in my full potential.

It's just the way that ... It's just how I'm built. This whole aspect is what I've done for years online in our

business. Very few businesses in our industry, in our space that are selling consistently over the phone

at 8,000, 20,000, $40,000 programs over the phone, from traffic, from Facebook that's cold. We've even

sold $100,000 programs over the phone. We've had clients come in through our funnels that have led

to $200,000 clients in our business. Even when we go online, the best thing that we do is still sell high-

end stuff.

For me, my expertise, one of the differentiators is I'm really, really good at this. Now, it's not that this

is a new thing. You can look around and go well, there's a lot of people in the world that sell high-paying

stuff, right? There's a lot of people in the world that talk about getting high-paying clients. The topic

isn't new, but my expertise and my ability to do it offline, my ability to do it one-on-one in the

conversation, my ability to do it on a stage, my ability with our online system that we've created with

cold traffic to sell this, I'm one of the best in doing it.

This was so clearly laid out when I saw it. I was like, wow! Why would I not bring people in through the

funnel in doing this? Yes, I teach stuff on speaking, and I have a funnel on that. Yes, I teach stuff on

online presentations and I'm great at that. I'm great at video and converting through video. Yes, I teach

stuff about message to millions and story and message, and I'm great at that.

But the one thing that all my clients want when it comes to speaking from the stage, creating video

presentations, sharing a life story message is an outcome that's specific, which is they want clients. The

majority of them want high-end clients, so why would I not focus on the outcome and get the topic

really dialed in, in this area?

For you, what is the thing that you can really target as a topic that's going to be specific enough to an

outcome that your clients want? What is the main thing that you can kind of build your story around as

you're launching your funnel or as you're speaking from the stage, what's the main thing that you can

build all other things around, all right?

This is pretty basic in terms of creating a topic. It's pretty basic in terms of going online, but for me as

well as we're doing, I'm even going layers deeper to get it even way more specific. I'm going to show

you how this will play out in a second. Number one is like am I an expert in it? Number two, and also

am I an expert but what differentiates me in the marketplace with it? Why am I different with it?

I know one of the reasons why we're very different even in my whole community of strategic partners

is we're one of the few in my group that has mastered cold traffic like Facebook traffic to funnels that

are then selling high-end programs consistently. While a lot of my peers do high-end, sell high-end

programs, they speak from the stage we do it all, and we do it all within the realm of high-end clients. I

don't think there's an avenue of how we don't do it in our business, and that makes us very different

particularly the fact that we're very good at doing it online. That makes us different.

The third thing is, you've got to think through like what makes you unique? What makes you stand out

in the marketplace with this? The third thing is that as you're going through this, clearly you have to

answer the question of like who this is for. As you start to brainstorm and come up with the topic, and

this is really where the messaging starts to get dialed in, is you've got to start to think like who are you

targeting? Who is it for?

This can be challenging from time to time when you start really pinpointing down who this is for. As I

started to think about high-end clients, like who wants to get high-end clients, it was very easy for me

to list who my audience would be for this. It's clearly coaches. Coaches want to get high-end clients.

Service businesses, such as we've got clients that are chiropractors, health practitioners, financial

services providers, they're service businesses where they provide some type of service.

While coaches may offer up like a coaching program, do one-on-one coaching or group coaching, there's

a lot of people out there that provide services to their clients that this could be marketing services that

somebody provides. It could be done-for-you services. There's lots of services that people provide

where they might not consider themselves a coach, but they consider themselves a practitioner or a

financial advisor or a doctor or an attorney that provide some type of service. We have coaches. We

have service businesses.

Consultants, consultants see themselves a little bit different than a coach. Even though it's kind of

similar of what they're doing, but they might think of themselves I'm a consultant. We have coaches.

We have services, service based businesses. We have consultants. Experts, somebody who's an expert

in a field and they're an expert in that particular topic.

We also have speakers. We have coaches. We have consultants. We have service business. We have

experts. We have speakers. Still a lot of people, still a pretty broad audience, but if I'm speaking to those

people and I'm talking about do you want to get high-paying clients? Do you want to high-paying clients

in your business? I'm going to track these people who want that.

The targeting of what the outcome is, is very specific here, right? Even though there's many people in

this group, right? It could even be online marketers, online marketers who come into the realization

and I've got online marketers that I've coached who initially sold lots of low tier products that already

had a multimillion business that I coached them on how to do the high-end sale. Now they're doing it

in their business, not only as a speaker, but they're also doing it online. There's a whole bunch of people

that I could put in here and I got clear on like who it is that I'm speaking to, right?

Now, when I created the messaging for this, I actually got really clear on like who specifically this is for.

While I have a broad range of people that I just listed out here, when I created the messaging, I'm going

to walk you through who the person that this is for right now. It's actually my ideal clients for this.

You're going to see how much more specific this actually gets. Just because I nailed the one person it's

for, who is my ideal client for it, doesn't mean that I still won't pull a lot of these other people in, okay?

I'm going to walk you through now narrowing it down and I want you to start thinking about like who

are all the people you could go out to? You could start broad with it, but then going like who's this really

for? Who am I speaking to as I'm going on that stage to go speak to an audience? I could have a bunch

of entrepreneurs there, but what entrepreneur in particular am I speaking to?

If I'm teaching personal development and I'm going on stage and there's 100 people, who in that

audience am I actually speaking to? If I'm launching a funnel online and I'm talking to people about

getting high-paying clients, who am I actually speaking to? Watch this. For me, this is a little bit easier

for me to do because I've got clients already. If you already have clients, this is going to be easier for

you, but if you don't, you're going to just have to get clear on who you want to serve.

For me, it was pretty clear because my ideal client, I'll tell you who it is. My ideal client, his name is

David. Now, I'm fortunate that I've been coaching David for over three years and he's a real person.

David is 50 years old. When he came to me, he had already a six figure business. So he had a six figure

business already. He was a chiropractor, so he was more of a service business owner, right? So he's a

chiro. Now, because he's a chiropractor, it doesn't mean that necessarily a chiropractor is my particular

market that I'm going after. This just happens to be who David is, but I look at more it was a service

business.

When people came into his office, he was making six figures a year. He was more in the brick and mortar

space. He would service clients all day long and they would pay him per hour or they would buy some

type of package. They might pay him 50 or $100 or they might buy. They might pay him 50 per hour or

they might buy some type of package, right? But they certainly weren't high-paying clients. He certainly

wasn't getting paid what it is that he was worth. He certainly wasn't in the lifestyle friendly

environment. The problems that ... He'd been doing it for 20 years.

What I've discovered is like the person that as I'm creating this funnel, and I'm launching this funnel

soon. I'm going to be testing it, I'm already thinking about the person who this is for, but I'm also

thinking about the outcome. Here's all the things of David's qualities, but I'm also thinking about the

outcome of for David, the outcome of what I want him to have in his business ... This marker sucks. Let's

get a better marker here, is high-paying. I want him to have high-paying clients.

Now, the other thing is he has a gift already. He has a gift and he has an expertise. He has a gift, he has

an expertise already. This isn't somebody that's brand new. It doesn't mean that this funnel will pull in

people that are brand new, because some people might say, "Hey, you want high-paying clients so you

can have greater income, greater impact, and a greater lifestyle?" The ad can say something like that,

right?

It's focused on high-paying clients and I would get a lot of people who'll be like I want to high-paying

clients, and I get some new people who want high-paying clients. But my ideal person that I'm going

after is somebody like David who's been in business, who's providing services, who's already making six

figures, who is experienced, who has a gift, like he's good at what he does, and he also is an expert in

what he does. So very specific as to who I'm looking for.

Now, the reason is because somebody like this who wants high-paying clients, like him, when they come

into my ecosystem, I want to be selling somebody like him, like I'm selling him high-end programs. The

funnel is designed not to get somebody to buy a $37 product or a $97 product. The funnel is designed

for somebody to come in and spend 8,000, 20,000, 40,000 or more.

Now, David happens to be a client that invested and bought $100,000 coaching package from us three

years ago. You can see why somebody like him is an ideal fit for this particular funnel that I'm creating

about helping them get high-end clients, but also my goal of the funnel, you have to know your goal

when you're speaking to the audience, my goal is to sell high-end packages myself to these particular

clients. Super important, right?

Not only am I thinking about what do they want, they want high-paying clients and that's my

foundational piece, but what do I want? My goal, and so we have to go back and put this here, is we

have to go ... As we're thinking about for me creating my package, creating my topic, I'm an expert in

the field and you need to be an expert in your topic. What makes me different, high-end? I can sell it in

any medium, stage, online, et cetera. Who is this for? I'm clear on this, but also I have to be clear on

when I'm going to speak to that audience, what's my outcome? I've got to be clear on my outcome.

Does this make sense?

My outcome is not for the client to come in and just sell them low tier products. My outcome is that I

want this person buying basically a five figure package. I want them spending 8K is not quite, well it is

five figures, right? No, it's not. So $10,000 and above, but for me it's 8K and above, 8K and up is my

goal. Pretty simple, right?

I'm clear on my outcome. I'm clear on what the offering is, like this is the outcome that my clients want.

He wants a high-end package or he wants to get high-paying clients. He wants more income. He wants

more impact. He wants a greater lifestyle. What I'm selling to them is also in terms of the topic that I'm

speaking on, is also my outcome of the funnel.

It doesn't have to be this way for you, but my outcome for the funnel is I want to sell high-end packages

from this funnel. I'm very clear as I'm going to speak to the audience and bring them in and start the

conversation with them in the funnel, very clear that my outcome is to sell high-end programs, which

is why when I'm creating my ideal client, I need to be speaking to somebody who one, who's been in

business, two, has some type of income, and three, I have to get really clear on who this person is so I

can speak to their challenges.

Here's who this person is. Now, if we look at who they are, let's look at some of the challenges that this

person has, right? Number one, he has a gift, he has an expertise, but he's not getting paid what he's

worth. Clearly when you look at $50 per hour or when you look at selling packages for $1,000 or $2,000,

one of the problems is he's not paid. He's not paid well. As I'm creating my messaging to go speak to

this audience, clearly I want to address that with this type of person.

The second thing is, because he's in a brick and mortar business and has been for about 20 years here,

one of the other challenges is his lifestyle sucks, right? His lifestyle is no good, because if he has to be

there to service people all day and it's done in a brick and mortar business, his lifestyle is restricted. He

probably has to stay in New York. Now, this is a real person, right? He has to stay in New York. His

lifestyle is no good, and he's going to the same place for 20 years. That's got to be kind of monotonous,

right? He's got a lifestyle problem. He's not paid what he's worth.

The other thing is a person like this, they're a referral business, which to some degree, having a referral

business is really good because he's built a reputation and clients come to him, but there's also a

limitation because he's either got to be networking. The problem is he has to network to get clients or

the fact that he's a referral business, he has no real marketing system. You see?

He's built up word of mouth the fact that he has clients, he can consistently bring them in, but he's

going to bring in more of the same clients because he's going to bring in more people paying $50 per

hour. He's either going to have to go network to get clients. He's going to have to get referrals to get

clients, or at the end of the day, when you break this down, he doesn't really have a marketing system.

His challenge is he has no consistent way to bring in his ideal clients. Let's just flip the page here and

start listing the problems, because this is really good as you start thinking about your topic because this

is how you create a presentation. One, when we look at it, we realize that this person is not getting paid

what they're worth. So, not paid what worth, not paid what they're worth. You should be doing this

with your client right now, whoever they are, what income they're making, what their situation is.

The second thing is in his situation as well, he has no lifestyle. I could put this into words like he's

trapped. I could put this into words like he's chained to his office. I like these words better in terms of

not having a lifestyle because there's a visual of like if you think of being trapped and you're

communicating a message to somebody, do you ever feel trapped?

They get the feeling of like being trapped or are you chained to your desk or your office all day? They

get the experience of like being chained to something, being a prisoner of something. These words are

more powerful to indicate that this person doesn't have a lifestyle friendly business. Make sense? It's

more specific.

The other thing is when we look at this person, let's take a look what else we got here. Oh yeah, so he

has a gift, he has an expertise, right? Not only is he not getting paid what he's worth, his gift and

expertise, he's not reaching his full potential, right? Now this gets to something that's really powerful,

because like this is kind of clear like you're not getting paid what you're worth.

It's kind of a surface challenge, not having a lifestyle that you want. He's clear on that. He's kind of

trapped. He's chained to his desk, but there's also something else here that's powerful, is he's not

utilizing his gift. This is kind of a secret fear that this customer has that he's not reaching his full

potential.

That's one of the things that gnaws at him when he goes to the office and he starts to experience these

things. He doesn't think about it all day, because he keeps himself busy but deep underneath it, in those

moments, in those seconds where he gets present, he starts to realize that he's not reaching his full

potential with his gift.

He's not reaching enough people with his gift. Not reaching millions or not reaching hundreds or not

reaching thousands, so not reaching enough people, which would boil down to, he's not making the

impact. So not reaching people, which means he knows he's not reaching his full potential, but he also

understands that at the end of the day, because he's not reaching people with his gift, he's not making

an impact, on the level that he should be making after 20 years in business.

Just here in the messaging, we start to hit some things of like he's not making an impact, deep down he

realizes he's not reaching his full potential. He understands and feels that he's trapped, he's chained to

his desk. He's not getting paid what he's worth, right? There's a lot of things that are happening here,

right?

The other thing is that we have to point out with technology today, with the way technology works,

with the ability on the internet to reach millions of people, this is also another touching point of his

challenges. He doesn't know how to take advantage of technology and quite frankly, he's confused by

it. He feels somewhat, even though he's 50 years old, he's very young, he feels somewhat like a dinosaur

in the new age that's already here.

He's confused. He's outdated, right? So he's confused, he's outdated, and he hasn't got a 21st century

marketing system. So, at the end of the day, there's no 21st century marketing system, and you could

even say this to this person, if I'm doing a video, I'd go, "Do you ever feel like today the fact that you're

trapped in your office and you're a little bit confused of what's really happening in the world? You've

been running this business. You're an expert in it.

You're not getting paid what you're worth. At the end of the day, you know that like after 20 years of

utilizing this gift, you should be reaching your full potential. You should be reaching hundreds of people,

thousands of people, if not millions of people. The fact that technology exists today, the fact that online

marketing exists, the fact a 21st century marketing system is out there that could bring you clients

consistently every single day rather than you chasing clients or relying on referral marketing system,

what if you had a system like this, but you don't, and you realize that you're behind the times.

You're probably confused of how technology even works. You probably even don't know how to set up

a marketing funnel, but at the end of the day you feel outdated. You feel like the time is here, the new

world is here, and you're behind times. That very fact means that you don't have a system that you

could depend on. If you don't have a system, how would you ever retire if you wanted to? How would

you ever continue to stay relevant in a world where people are rising up on technology, and you're

falling? It's time to get in the game."

Do you think I'm hitting the pain points of what this person is going through? Because of that, because

you're not utilizing technology, you're not utilizing online marketing, you're not making an impact that

you know you're destined to make and because of that, you're now the best kept secret in your field.

I mean, doesn't it bug you to a certain degree to know that there's going to be some 25, 30-year-old

chiropractor or coach that gets in the game, has been doing this for three or four years, but because

they're in the game of marketing, because they're willing to adapt and adjust to the change, after three,

four years in the business, they're going to be more relevant than you are after 20 years of honing your

craft? Stings a little bit, right?

Is this person like as I'm speaking to them in the audience, right now they're crushed. They're feeling

the pain. The knife is digging in, and they're going, "Oh my God, like I need to do something about this."

Marketing messaging is not about making people feel bad. It's about pointing out the truth of something

that they already know, and they stuff the pain, they stuff the problem. They don't pay much attention

to it because they think miraculously something will change, but it's not going to unless they do

something about it.

A great marketer, somebody who's a great speaker will go in and address these things with the audience

right out of the gate. You'll have their attention because you'll be sharing a reality with them that they

already know exists, but they're not paying attention to it, which is exactly why they need you as a

coach, you as a speaker, you as a consultant, you as an expert to guide them and help them solve these

problems. So really great messaging, really great marketing addresses all these things.

Am I speaking to this person? Absolutely. Now, I'm going to start to hit some other things that are going

on with this person. Now, this person, David, today has an online business. He leads seminars. He is on

track to break a million dollars this year in his business from all the coaching that I've done with him,

from the marketing funnels that I've coached him on and helped him set up.

He's running Facebook market. He's consistently, every single week, closing $5,000 clients over the

phone getting them to come to his seminar. Last month he made $60,000 online as a result of funnels

that we helped him build. He's the type of client that three years ago, this was the person that I was

speaking to who wanted to be in the position that he is in right now. He's a perfect ideal client that I

can talk to all day long about this.

Now, the other things that we need to relate this to, the problem of somebody like David or somebody

else who's in this position, but we'll speak to David is like now because of this, you don't have time for

your family. We're now taking these things that apply to his business of not getting paid what you're

worth. Let's look at some other things here, because we want to flush out all the challenges.

Oh yeah, so not getting paid what he's worth, why? Because he spends too much time with all these

clients. Time is an issue, but we already know that too much time, he's not getting paid what he's worth,

but he spends all this time, which means he doesn't have time for his family. So now his family suffers.

You see this, right?

Also, not only does his family suffer, for him in particular, it would be his wife. You don't have time with

your family, you don't have time with your wife, you don't get to go travel with her and do the things

that she wants to do, and you want to do together. Basically you're a prisoner of the business that

you're in, and you're stuck. So, you start to jump into time.

The other thing you can jump into here is finance. You're not earning what you should be earning. As a

man or a business owner or an entrepreneur that prides himself on taking risks and starting up a

business and did something to create freedom, you're never going to have financial freedom at the rate

you're going. Now the time suffers, the financial freedom suffers, the family suffers. Now you're starting

to really relate this to real life, because a lot of this here is related to the business. I'm trapped in the

business. I'm not getting paid what I'm worth.

But we always have to bring home these challenges that they're facing in that area, and then we have

to apply them to the other areas of their life that it's impacting. Because when they leave work, they

have another life and so you have to show in the messaging how that impacts the other life. It impacts

them financially. You can't buy the things that you want.

You have children, and your kids aren't going to have the financial life that maybe you had because your

parents provided for you. They're not going to be able to go, once you have the kids or once the kids

grow up and you want to take them on vacations, you're not going to be able to travel with the kids.

You're not going to be able to get them the education that they want.

There's all kinds of things that are now the consequence of this, quite frankly underperforming,

underutilized crappy structure of a business. This is where he lives. We've really, again, turned the knife

to wake him up, because he has to wake up. That's the biggest problem. He's aware at a very low level

on this because he is so busy in his business he doesn't even have time to think about it.

Because he's so busy, also what else suffers? His creativity suffers. All those things in the business, all

these ideas that he had when he started out, all these creative thinking, all these dreams, here's another

thing, dreams. His dreams are gone too. Did we really flush out the problems that this particular person

is facing?

Now, when you boil it down to all these problems, and you start to get somebody's attention, if you're

speaking, and this is the way a talk goes. When you start a talk, whether it's on a video or whether it's

from the stage, the first thing you're stepping in to nail is what's the topic. Now, all of these problems,

if I could make all of these problems go away with one simple thing, would you be interested?

The solution to all these problems is you need some high-paying clients. That's the solution. Now, it's

not that we need to go set up a marketing funnel to do this. It's not that we need to run Facebook ads

to do this. It's not that we need to figure out your story and your messaging.

Yeah, those are all the things that will have to be done, but the bottom line is you need some high-

paying clients, because you need greater income, you need to start making an impact, and you need a

better lifestyle, boom! All of these craziness here, all of these by getting clear on a few things, by getting

clear on like what is my expertise? What am I a true expert in? How am I different? But most

importantly, who am I speaking to? Who am I speaking to and what outcome does this person want,

and what outcome do I want?

This is how you create great ... When you're clear on the outcome that they want, this is how you create

a great topic. When you're clear on the outcome that you want, this is how you create a great offer.

Make sense? If I'm clear on the outcome of my client, if I know who I'm talking to, I know their outcome,

I know they want high-end clients, right? Well, the way I'm going to create a great offer is knowing the

outcome that I'm after.

I'm clear on all this, I know who I'm speaking to, I'm very, very clear on exactly who I'm speaking to,

very clear on the problems that this person is facing, like extremely clear on what he's thinking. Now,

I've distilled all this down to go, what does he want? He needs some high-paying clients. He wants more

income. He wants a greater impact. He wants a better lifestyle.

Now, I can flush these out. He wants these for a variety of reasons, but I can also go deeper into this

that I did on the previous page of getting into the psychology of what is he even thinking about this?

The psychology is he's afraid. Now I start to really get into the head, right? He's afraid. Deep down he

goes, "I know I'm meant for more."

Now, if you apply this, what is he afraid of? I already listed the things. He's afraid of technology. Why?

Because it represents change. He's been doing this for 20 years, so he's afraid of technology, not

because of what technology is. He's afraid of change. He's been doing it for 20 years. He's comfortable,

right?

He's meant for more. How do we know he's meant for more? Why is he thinking that? He's not reaching

his full potential. He's not waking up every day going, "I'm not reaching my full potential." What he's

really saying is I'm meant for more. When I signed up for this in the beginning, I wanted more. I'm meant

for more. That's the language. I'm afraid. I'm afraid to change. I'm comfortable.

He may be comfortable. I'm comfortable, but now I've got a family and all this stuff, comfortable for

myself means that my family is in the doghouse. They're going to live in poverty. While I could be

comfortable on my dynamic of just me, if I now have to provide for a family, I'm screwed. He's got these

things of like, "Yeah, well I'm comfortable. I know I'm meant for more. I'm afraid to make changes."

This is getting into the psychology of what they're thinking. When you talk to them, you can speak to

the voice in their head. This is also the way to overcome objections of what somebody is thinking, right?

Now, tell me you haven't been there before. I've been there. These are the exact words that I thought

in my own head. I'm afraid to make the change. I'm comfortable with where I'm at. I know I'm meant

for more, but how do I get there? These are just human things, right?

What else could this person be thinking? Let's look specifically at his problems. Not getting paid what

I'm worth, I feel trapped could be another one. I feel trapped. He's not reaching his potential, we already

covered that on I'm meant for more. I want to make an impact. I want to leave a legacy. I want to make

a difference. I want to matter.

I'm afraid. I'm meant for more. I'm comfortable right now. At least I want to get to the end of my life

and say I made a difference. Or for him, he is making a difference in people's lives. Maybe I want to

make a bigger difference. I want to make a bigger impact. Then he's also going, how? How do I do it?

How do I get there? He's thinking that too, right?

Great, I know I have these problems of going how, how, how, how, how? What also is he afraid of? He's

not only afraid of technology and change. He's also afraid to charge more, because he's afraid of

rejection. He's comfortable getting paid what he's getting paid right now, so he's afraid of rejection,

right?

Have we gotten pretty well into the psychology of what this person is actually thinking? Yes. Very clear

on what this person is thinking, very clear on what the problems are, all by just looking at one person.

Now, if you went across this and you go, "Now that I've spoken to one person on this, could this same

situation apply to not just the service business like David, but could the same situation apply to a

coach?" Yeah. It could apply to a coach.

Could the same situation apply to a speaker? Sure. It could be someone who's out there speaking right

now and they realize that they're not selling high paying stuff, and they're not making the income that

they want. Maybe they're only speaking to 15, 20 people and they want to be in front of hundreds and

they're not making an impact, like all of this would still apply to these people. But the way that I got it

to really matter and got into the thinking and got into the messaging was getting into the psychology

of one person, and the situation of one person to come up with tighter messaging, okay?

What are some new insights? Is there anything that we're missing in his situation? He's got a six figure

business, how about a consistent income? How about the problem of breaking through the next income

level? How about instead of making 10, 20,000 a month, how about making 50,000 a month?

I'm speaking to somebody who's making 20,000, maybe as part of the messaging now, it's not just about

high-paying clients. So, it's high-paying clients, but now it starts switching to the solution because we've

already got the problems, right? In getting high-paying clients, maybe they can go from making income,

but how about a consistent stream of income? So consistency of 20K, 50K, 100K a month, would this

be more engaging? That's a great solution, right?

Now, somebody like him is now consistently making this in his business, to where before he was making

this and before he didn't have a lifestyle, but now he's making this. Three years later, I think he was up

to close to 100,000 in sales last month. So consistency would be a great solution. If I have high-paying

clients, I have consistency, which also means like he's making more money, so he's making greater

income, which we already talked about.

Let's look at what else we got here. What else can we pull as a solution? So now as you go to create the

solutions in your business for the client of like how you're going to create the messaging, you've got to

look at what are the key problems that this person is facing. So you go back, you look at them. I've

looked at all the problems, their situation.

We talked about high-paying clients, so he's going to start getting paid more, he's going to have a

consistent stream of income. Oh yeah, referral business, right? So he's has a referral business, so what

about a system for not only a consistent income, but how about getting clients every single day? How

about getting high-paying clients every single day?

Now if you look at consistency, high-paying clients every single day, instead of no more chasing clients,

right? So no more chasing clients, but now clients are getting delivered to you. So clients are getting

delivered to you, getting clients every single day, you're getting a consistent stream of income of 20,

50, $100,000 a month, you're getting greater income.

Now since you can run your business anywhere in the world, you have the lifestyle that you deserve.

So now there's lifestyle. I would also say like high-paying clients, you're now charging what you're

worth. You have a better lifestyle because also you're more confident now. You're more confident.

You're in demand. All of this because you're confident, in demand, your pricing is going up. So you're

confident, you're in demand, your pricing is going up, because you're confident, you're in demand, your

lifestyle improves. You're now running your business from anywhere in the world.

Because your pricing and you have high-paying clients now, your time, you have more free time, so you

got free time with your family, vacations. All this is pretty solid, right, and it's pretty specific. Consistency

of income. We know that he was living around 20K a month before or even less, maybe 15K a month,

so 20, 50, 100 would be something more appealing to somebody like this, but not just income-wise.

It's every single day, high-paying clients are coming to you. No more chasing clients. Clients are being

delivered to you. You actually have a system now. You have a lifestyle. You're confident. You're in

demand. You're charging what you're worth. Your family gets to see you now and spend time with you

because you have less clients, but you're making more income. All of these things are relevant to this

particular person. This is how you actually sell them on the opportunity.

When you look at the key things to a presentation, all of these things would be covered right in the

intro of the presentation. We had to get really clear on who this person is so that we could get clear on

the previous page, their problems, and we could get really clear on what they want in their solutions,

so that ultimately we could get crystal clear on what the topic is.

Now, I had the sense of the topic of what it was before, because I was like, okay I'm an expert in helping

people get high-paying clients, so I've got that. I know that who I'm talking to is that specific person,

David, who's in all these predicaments. So, if we help him solve all those problems, what would the

solution be? The problem then goes to the solution and the solution is this. It's all these things.

He wants high-paying clients. He wants a consistent stream of income. He wants to bring clients in every

single day. He wants a system that delivers clients to him. He wants a great lifestyle, because he's more

confident, and he's more in demand now, and he has more free time with his family, and he has more

vacations, and he's got a great life, right?

If you look at it and you go, is there anything that we're missing here now in the solution? I would say

now he's impacting more people with his gift, because I think this is super important to this person. Of

course the people that I want to go after are people who have a gift and they truly want to make an

impact, so it's important to have that in there as well.

Maybe as you look at this you go, maybe the thing that's connected to them getting high-paying clients,

maybe the key suffering comes around this, which is I know I have a gift and I'm not using it. I know I

have an expertise and a gift and I'm not reaching my full potential with my gift. I'm not reaching enough

people with my gift.

It's pretty solid, right? This becomes the solution and the targeting of what we're going after. When you

break it down into a presentation and you're on stage or you're doing a video, the thing that you

basically need is you need your intro of like what am I here to talk about, which is your topic. You go,

here's the topic that I'm here to speak of. It's like my topic clearly is HPC, high-paying clients. That's

what I'm talking to them about.

You have to get clear on who you're speaking to. Mine clearly was service businesses, coaches,

consultants, experts. There's a whole bunch of people this applies to, but to come up with my topic and

my messaging, I'm speaking to a service person, okay? That's who I'm speaking to, and we pull in a lot

of people like this right now, which is probably because I speak to that messaging.

So, who it's for, we need to also know what the key problem is when you're addressing the audience.

This is one. This is two. This is three, you've got to know the problem, which we know all the problems,

okay? We're very clear on the problems. Just go back and look at the previous page.

We know the solution or the opportunity. The opportunity is everything that was on the previous page

as well, which is now he has an opportunity to what, get high-paying clients, but once he gets high-

paying clients, his opportunity is he starts charging what he's worth. He starts getting consistent stream

of income, 20, 50, 100K a month.

He starts having a lifestyle that he wants, so he has more time with his family. He's using his gift now in

a way where he feels like he's getting paid what he deserves. He's reaching more people with that gift.

You could ultimately say that I think one of the big opportunities here that is kind of coming to me as

an insight right now is that he's got a gift.

He's got a real gift that needs to be communicated through his message in a story to get out there, but

it's about that gift that's going to help him get high-paying clients. It's about realizing the potential of

his gift so he could get paid what he's worth. These become two of the things that are really important

in the communication to this person to make sure that we hit these really hard in the messaging,

because this is what's going to hit home with him.

I have a gift. I'm not using it. I'm not making an impact. I'm not leaving a legacy. I'm not getting paid

what I'm worth with it. I'm underperforming. I'm not utilizing my potential. If I was using my gift, I would

get high-paying clients. Maybe the surface solution is get high-paying clients to pay what you're worth,

but the secret thing is like I have a gift that I'm not sharing with the world. That's my problem. That's

the thing that gnaws at me at night.

That's powerful. So you have two really ... This is something that's like I listed in my messaging on the

plane the other day, but this is something that's coming out now as I'm thinking about this person in

particular. This is one of the things that matters most to him. So that's why this is coming out. You see

how we get below another layer of messaging here? Do we go from surface to more secret? The hidden

message is this.

It's going to be really important that I have this in my messaging for this particular funnel. Now you go,

story. You do a particular story here, which would be a story of your own life that helps bring out what

it is that you're presenting here. If I'm going to get up on stage or I'm going to do a video presentation,

I'm going to cover the topic who it's for, the problem, the opportunity, but to bring it home, I'm going

to have to tell a personal story.

For me, I would talk about my story of when I started in the coaching business and I would talk about

how when I went out there and I struggled to get clients and I struggled to get paid for what it is that I

was worth. While I was traveling to different parts of the world and speaking on stages and leading my

own seminars, and still networking to go get clients offline, the one big challenge that I had was knowing

that I didn't really have a way to get clients consistently.

Every single time at the end of the month, I would wonder like how am I going to pay my bills? How am

I going to pay my staff? How am I going to do all these things? I was constantly in this place of

uncertainty and I had to wait for events like when is my next seminar going to come so I can bring an

income? When am I going to get my next client and how am I going to get my next client?

I could tell my story of struggle of how I went through the same things offline and these same challenges

and then I was searching for a solution where I could bring in the clients that I always wanted to work

with. I could start getting paid what I'm worth. I could truly give my gift in the world and impact millions

of people across the globe.

But going to networking events and speaking on stages wasn't going to do that, so I created a system,

and the system that I created was a system to get high-paying clients consistently, but I created a high-

paying client funnel online. All high-paying client funnel was the ability to get more high-paying clients

so that I could go out and make a greater impact in the world and actually have a lifestyle where I

wouldn't have to travel around the world.

Have a lifestyle where I won't have to be at networking events all the time, and have a lifestyle where

I could be home with my friends, be home with my family, be traveling in Tokyo, Japan, and playing golf

with my brother, and doing all these things because I've set up a system online, a high-paying client

funnel that delivers clients every single day to me in my business that helps me make the income that I

want.

It's finally getting my gift out in the world. It's finally getting me the impact that I wanted, and also the

recognition that I wanted as a thought leader and an expert in my field. I want the same thing for you.

Notice how this kind of story picks up of like wow, I'm telling the story of how I came to this also and a

story makes it real because it's a real human being, okay?

The sixth thing you want to do is you want to teach some content, right? You've got to teach somebody

in any presentation like as I set up this funnel, and I'll show you what this funnel is going to look like at

the end, but I've got to teach content. If I'm doing a video presentation that's going to get a client to

book a free consultation with me, or if I'm on stage and I'm wanting to make an offer to like one of my

higher tier programs, I have to teach some content.

I may teach three steps, which I could go deep into the three steps or I might even go into seven steps

and give somebody kind of a broad stroke of like what are the seven steps to get high-paying clients, or

what are three steps? I could go deeper into it of like, "I'm going to go deep into these three steps right

now to teach you how to go get high-paying clients." For me, as I launch this funnel, I'm not even going

to be talking in the beginning about like how to go get high-paying clients online or how to create a

high-paying client funnel? How to create a funnel online that brings you high-paying clients?

I'm not going to hit those things first because that's not where my client's reality is right now. All they're

thinking is I want to get more high-paying clients. I want to gently bring them into the things they need

to do to get high-paying clients. One of them is if they want to get clients consistently, they're going to

have to set up a marketing funnel to do that, a high-paying client funnel.

But I'm not going to hit that first in my content because really the first thing they need to do to create

a high-paying client, to get a high-paying client is they need to create a high-end program. One of the

first things I would teach in the steps is in my content I'm going to teach the first thing they really need

to create to get this outcome. As I'm teaching my content, the first thing I hit yeah, do they need a

story? Do they need a message? Do they need all these things?

But one of the realizations I came to the other day on the plane is I was like, wow, the first step I should

talk about is the high-end program. Normally I talk about that in like step three, but I was like the first

thing I need to nail is if the whole message is about getting high-paying clients, they're probably like I

don't have a high-end program. The first thing I need to teach in the content is like how to package and

price your high-end program. Does that make sense?

How do you package and price a high-end program? If I nail that first, I've got their attention because

they're like, "I don't even have that right now." My content comes in and hits the first thing for me,

which is a high-end program. Now if they know that this is the thing that I need to get high-paying

clients, I need this to get high-paying clients, then we're going to talk about all the ways that you sell

this high-end program. Because now that you have it, you have to sell it.

I don't want to start first of going like, "Let me get you a funnel," and sort of talking about a funnel when

they're like, "I don't even have a high-end program to sell." I have to start solving the problem in the

content right off the bat. This is one of the mistakes that we make.

I make this all the time as an expert. I automatically think that my clients are thinking funnels, right?

That they're thinking marketing. They're not thinking those things. They're thinking about what do I

even need to do to get in the game? Actually I have to speak to them in a way that's going to get them

in the game, and it's going to make it tangible for them to get in the game. So, I got to teach content.

Now, somewhere in the content, I'm doing two things. One, I'm sharing a case story. As I'm going

through the content at step number one, and I'm going, "You know, one of the things I want to teach

you right now is how to actually create a high-end program. In creating a high-end program, there's two

tiers that you actually want to create." A lot of times people will go, "Well Ted, you're selling programs

that are 20 and 40,000, $100,000. I can't do that out of the gates."

In creating a high-end program, I always believe that you should elevate your clients from tier one to

tier two. Tier one program would be something priced between maybe 1,000 and $7,500. It's a way to

still sell something of substantial value, maybe 2, 5, $7,000, but it's a way to get a client in first. It's an

easy way to get them to make a first decision to buy something. Tier one program will be that.

Tier two program will be anything from 8,000 maybe to $200,000. As they start to consume tier one

and they buy it, we're going to then elevate them to tier two eventually. Yeah, maybe a portion of your

clients, those three percenters or the five percenters, like you and me, would come in at the 20,000 or

the $40,000 level right out of the gates. But most people are going to come in, in tier one out of the

gates, so we want to make sure that we have a tier one and a tier two program.

Let me give you an example of my client David who's created a tier one program in his business and

how by bringing them from tier one to tier two, he doubled and tripled his revenue. Now you see what

I'm doing? So all of a sudden I'm teaching content and then I'm making it real with a case story. A case

story is just a success story that you talk about one of your clients.

I'm talking about a success story or a case story of my client, and I'm making the content that I'm

teaching real now. As you teach content, you always want to drip case stories in there, stories of your

client. Really important, why? Because your story makes this whole concept human, your client's story

and success makes this whole thing real. It's like all of a sudden I'm hearing about clients that are doing

it makes it real. We can actually understand the implementation of the content that's being taught,

because if we see it working on a real human being we go, "Oh wow, I see how this works now." This

shows somebody how it works and it makes it real.

You've got seven, you've got case stories. You've got eight, seeding, what am I seeding? I'm seeding my

outcome. This whole presentation that I'm talking about is their outcome. The whole presentation like

here's the problem, here's the solution, here's the story of my life. It's all selling them on the outcome

that they want, which is high-paying clients. It's sharing their gift with the world and getting paid in a

way to where they can truly show up, impact people, make a consistent stream of income, blah, blah,

blah, right?

The whole presentation is about their outcome, but seeding for me is seeding my outcome, which if I'm

doing it right, my outcome is going to match up with their outcome. Their outcome is they want high-

paying clients, well I'm seeding my outcome. I might say something like, "Hey, I hope you're really

enjoying this on tier one and tier two programs that I'm talking about right now, because clearly for you

to succeed in this, you're going to have to create a high-end program. You're going to have to have tier

one and tier two."

Now, if you don't even have a tier one yet, that's fine. That's the first place we'll start. Then I'll help you

start getting paid what you're worth, bringing in more revenue, and maybe doubling and tripling the

revenue that you already have. However, as you create a tier two program, then you're going to be in

a place where you're going to be doubling and tripling the revenue of your tier one programs. We're

exponentially going to multiply the income you have, the time freedom you have, the ability to spend

more time with your family, all of this through a high-paying program, through getting high-paying

clients.

One of the things that my clients realize as they're watching a presentation like this is they realize they

need help with this. They need coaching with this. At the end of my presentation today, I'm going to

talk to you about becoming one of my next success stories. I'm going to talk to you about joining the

Dream Clients Delivered mastermind, because what we've discovered is that our clients who get

immersed in the community with me and get that coaching on sorting out their program, so they're so

crystal clear on one, what they're selling, two, on how to sell it, and three, on how to price it.

Once they get clear on that, they realize they can go out and start making money with it. At the end,

I'm going to talk to you more about the Dream Clients Delivered mastermind and becoming a success

story and going deeper with this, but for now, I just wanted to share with you step number one. Let's

get into step number two, so I seeded throughout my presentation.

Now they know that there's a solution for them, like I'm teaching them the solution right now, but a lot

of them are going, "Holy cow, I need help on this." So I'm speaking to the voice in their head saying, "I'll

coach you. I'm going to tell you about how I can help you at the end," right? That's seeding.

Nine, you're just going to continue on and go through the rest of your content. So you're going to go

through more of your content. Then at some point, you're going to get to the end of your content,

where there's three steps or seven steps that you're teaching, and you're going to need to do what's

called a transition statement. The transition statement is linking the content that you're teaching to the

particular offer that you're about to offer up.

The transition should be smooth so that you're not breaking the rapport that you have with the client.

The transition is so smooth that it's like flowing into the next layer of the presentation, which is really

the offer, but you're transitioning so smoothly, they really don't ... There's no break of like, "Oh my God,

he's getting into an offer."

The transition is something like this, "Hey, I've gone through the first three steps of my presentation

right now with you. These first three steps is what's going to get you in the game to number one, start

really creating a high-end program that you can go out there and start getting paid what you're worth.

Number two, I talked to you already about creating a powerful message that you communicate your

message to your clients that pulls them in, so you have the opportunity to actually sell your high-end

programs. Three, I talked to you about creating a powerful story, and that story being something that

one, is going to connect your clients to you, but also the story is going to make it real.

The story that you tell about your own life sells the transformation in advance, so when your clients

hear the story of your life, all of a sudden they're going, 'Oh my God, this could be me.' Well, I've talked

to you about the first three that really set up this situation so that your client wants to buy from you.

They know what you have to offer, but steps four through seven that I'm going to teach right now are

really what create permanent change in your business. Steps four through seven are the things that are

going to help you get a consistent stream of clients.

My goal is for you to get clients every single day, because in my business, I bring in 1.34 coaching clients

every single day into my tier one programs or above, and I want the same thing for you. I want you to

be able to have that impact to where you're bringing in clients every single day, so you're really reaching

your potential with your gift and you're reaching millions with your message.

I want you to be able to bring in a consistent stream of clients, but the only way to do that is you need

to have what I call a high-paying client funnel set up in your business, which means a way to bring clients

in online every single day to where you stop chasing clients and where clients are getting delivered to

you. Now you really have a business, because you can run this business from anywhere in the world.

You'll finally have a lifestyle where you can travel. You can go places with your wife or your husband.

You can go golf, like I like to golf, or you can travel the world and travel the globe, like I like to do. Or

you can just run your business anytime, anyplace, anywhere, and you have a system set up that brings

you clients consistently. How would that be?"

I'm going to get into steps four through seven, which create permanent change in your business. This

is the whole enchilada. This is the whole nine yards of what actually sets up the system to make the

first three steps a reality. I'm going to jump into this right now. Anytime you feel inspired as I'm going

through these steps, I'm going to invite you to participate in my Dream Clients Delivered mastermind.

Why do I call it Dream Clients Delivered, because it's about getting clients every single day coming to

you in your business, about getting those high-paying clients that you want. I call them dream clients

because they help us live our dreams.

At any time as I'm going through these final four steps, if you feel inspired, I want you to stand up. I

want you to go to the back of the room. I want you to grab an application. I want you to get enrolled. If

I'm doing this on video, I'm going to say, "At any time you feel inspired, I want you to click the button

below. I want you to fill out that questionnaire. Get on the phone with my coach and be considered as

our next success story."

Let's jump into steps four, five, six, and seven right now. Pay really close attention, and here's the thing,

the bottom line is like whether you believe this is for you or not, you have to know these final four

steps. So you better pay close attention because whether you decide to join my community or not and

go deeper, you've got to know this stuff. I'm about to jump in to the bulk of the presentation right now

and really nail this for you.

Notice what I'm doing. All I'm doing here is I'm transitioning into the offer. I'm telling them that I'm

about to tell them more about the offer, but I'm teaching them more. It's kind of like this smooth sale,

right? Like this is smooth saleing, I just created that right now, but when you think about it, this is what

you call smooth saleing. I'm going to call it S-A-L-E-I-N-G. It's probably not even a word, but the smooth

sale, right?

You don't want bumps going into the offer. You don't want them all of a sudden like you're on this

sailboat and you're sailing along and the sunset is beautiful and the wind's perfect and everything is

great, and all of a sudden you go into the sale and like boom, it's like hitting the 10 foot wave and they're

like, "Whoa, what the hell just happened," and you bounce them back 10 feet.

You don't want to break the affinity you have with them. You don't want to break the reality. They're

into this, so you want to transition smoothly into the sale and you want to make sure that you hook

them, so they're going, "Oh my God, he's going to share the final four steps to create permanent change

in my business. I'd be an idiot if I'm not going to listen to this."

You're hooking them to stay, because you're saving the best stuff for last, which is the sale. But for

them, you're teaching more. They don't really know it's the sale, but you made a transition statement

enough for them to have a hint that the sale is coming, that they know but what they're really paying

attention to is oh my God, he's going to teach me more. That's what you want. Make sense?

Then you make the transition statement, which we just did, which is like, "I'm about to teach you the

best stuff, the final four steps to create permanent change." Then when you tell them about the final

four steps, you're going to talk about your program, so you're still ... Now you're directly talking about

the program here.

You also give a subtle call to action. Here, you made the transition statement and you're also bringing

up the program simultaneously and you're making a light call to action that anytime you feel inspired

as I'm going through these final steps, and you're like I want more help from you, you're going to go to

the back of the room and grab that questionnaire and you're going to fill that thing out.

Or you're going to fill out the questionnaire on your desk, and you're going to be one of the first ones

in the back of the room to turn it in and apply to be considered for this, right? If you're on video, you're

going to click that button below. You're going to fill out that questionnaire, you're going to apply to be

considered, okay?

You go into the program and then steps 11 and 12 are at some point you're going to get into the pricing

of what the program is. Then you're going to get into your final calls to action. At some point as you go

through and you describe everything that's in the program, you're going to hit the pricing and then

you're going to make calls to action for whatever you want them to do, right?

This 11 and 12, getting into the program, this typically I would break down into like 10 more steps of

how you actually do the offer, but I'm just talking about the key things that are going to happen in this

offer. You're going to have to make calls to action for them to go to the back of the room or click down

below and apply to be considered.

These things I'm not going to go into depth in right now, but this is what would happen typically in an

offer. That is the game. That is how you actually do everything I just told you to do. Problem, getting

really clear on what is the problem of your ideal client, and getting really clear, and I call it a dream

client because the whole focus here is to help you go get high-end clients. So these are dream clients.

These are people that are going to help your dreams and your lifestyle come true.

You have to be clear on who that dream client is. You really got to get clear on that, and then once

you're clear on all the problems, all the opportunities, you're going to be able to create a great

presentation for that person, and you're going to smoothly be able to teach it, and you're going to be

able to make your offer.

I'm going to take a break right now. I'm going to come back and answer any questions. You can type

them in the chat box. We're going to play a video right now for you. If you haven't grabbed your ticket

to Message to Millions, you have a ticket. As a member of my community, I've waived the $2,000

tuition. All you have to pay is the materials and registration fee.

Message to Millions is coming up. It's around the corner, so I want you to, when we play the video

about what Message to Millions is about, I want you to click the link and go claim your ticket, and come

to the live event, because this is the type of stuff we're going to be doing there, and you're going to

want to be there.

We're about to go to the video. I'll be back in like seven to 10 minutes, and then we'll get into finishing

up, number one, how all this came full circle to the funnel that I've created now. This is going to be

dialed in much, much more because of this, and then I'll answer some questions too. I'll see you after

the break.