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http://WagnerWatsonInnerCircle.com I’ll come clean right at the start. I am not a natural numbers man. But I just knew that I had to learn this stuff and learn I did. The book that helped me is called ‘Naked Finance’ by David Meckin. You see I have seen too many good businesses fail because they don’t know their numbers. This is not a book keeping or accounFng arFcle, but every single business owner must have a handle on some basic numbers in their business if they want to be successful (or even survive) in the long term. A couple of important things I urge you to do in your business: have a bold yearly revenue target, log numbers (I’ll tell you which in a moment) at least monthly and do 90 day planning. The reason why 90 days are so cool is that just 4 of them make up a financial year, 12 are a three year plan and every single one of them accounts for enough Fme to absorb monthly fluctuaFons and not too much Fme to lose track of what’s going on. So with that said and you hopefully sold on the 90 Day plan concept, let’s just have a look at some of the numbers that I’d like you to keep a handle on. Sales Generated Let’s start with top line sales. Every sale you generate, inclusive of vat, is recorded here. PreWy straight forward. Before you go out and pop the champagne, this number includes vat, uncollected money, outstan ding payment plans and of course direct and indirect costs of the sales. Cash Collected Now this is the more realisFc number to focus on. This is what we call the ‘Money in the Bank’. Again, if that is a good chunk, great but don’t book your tropical holiday yet! This money includes tax you’ll have to pay, fulfillment cost, cost of sales and operaFng costs. 3 The IrresisFble Offer Part 1 8 The Expert Success Formula 11 Expert Success Story 12 Contacts & Resources In this ISSUE April 2012 Price £39.95 Why 90 Day Planning Is Crucial For The Survival Of Your Business With April upon us its Cme to look at the first quarter results of your business. Without regret or excuses about your failings, and without being too shy or humble about your successes. Daniel Wagner PATH TO WEALTH Wealth Creation Through Inspiration And Education Wagner Watson Inner Circle Presents

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1 The ‘Path To Wealth’ NewsletterWealth  Crea*on  Through  Inspira*on  And  Educa*on

http://WagnerWatsonInnerCircle.com

I ’ l l   c o m e  clean   right  at   the   start.  I   am   not   a  n a t u r a l  n u m b e r s  man.   But   I  j u s t   knew  that     I   had  to  learn  t h i s  

stuff   -­‐   and   learn   I   did.   The  book   that   helped   me   is  called   ‘Naked   Finance’   by  David  Meckin.

You  see  -­‐   I  have  seen  too  many   good   businesses  fail   because   they   don’t  know  their  numbers.  This   is  not  a  book  keeping   or   accounFng  

arFcle,   but   every   single   business  owner   must   have   a   handle   on  some   basic   numbers   in   their  business   if   they   want   to   be  successful  (or  even  survive)   in  the  long  term.

A  couple  of  important  things  I  urge  you  to  do  in  your  business:  have  a  bold   yearly   revenue   target,   log  

numbers   (I’ll   tell   you  which   in   a  moment)  at  least  monthly  -­‐  and  do  90  day  planning.  

The   reason   why   90  days  are   so   cool   is   that  just  4  of  them  make  up  a  financial   year,   12   are   a  three   year   plan   -­‐   and  

every  single  one  of  them  accounts  for   enough   Fme   to   absorb  monthly   fluctuaFons  and  not   too  much  Fme  to   lose  track  of   what’s  going  on.  

So   with   that   said   and   you  hopefully  sold  on   the  90  Day  plan  concept,   let’s   just   have   a   look   at  some  of   the  numbers  that   I’d   like  you  to  keep  a  handle  on.  

Sales  GeneratedLet’s   start   with   top   line   sales.  Every  sale  you  generate,   inclusive  of   vat,   is   recorded   here.   PreWy  straight  forward.  

Before   you   go   out   and   pop   the  champagne,   this  number   includes  vat,   uncollected   money,   outstan-­‐ding  payment  plans  and  of   course  direct   and   indirect   costs   of   the  sales.  

Cash  CollectedNow   this   is   the   more   realisFc  number   to   focus  on.   This  is  what  we   call   the   ‘Money   in   the   Bank’.  Again,   if   that   is   a   good   chunk,  great   -­‐   but   don’t   book   your  tropical   holiday   yet!   This   money  includes   tax   you’ll   have   to   pay,  fulfillment  cost,   cost   of   sales   and  operaFng  costs.

3          The  IrresisFble  Offer  Part  1

8          The  Expert  Success  Formula

11      Expert  Success  Story

12      Contacts  &  Resources

In this ISSUE

April  2012Price  £39.95

Why  90  Day  Planning  Is  Crucial  For  The  Survival  Of  Your  Business

With  April  upon  us  its  Cme  to  look  at  the  first  quarter  results  of  your  business.  Without  regret  or  excuses  about  your  failings,  and  

without  being  too  shy  or  humble  about  your  successes.

Daniel  Wagner

PATH TO WEALTHWealth Creation Through Inspiration And Education

W a g n e r W a t s o n I n n e r C i r c l e P r e s e n t s

2 The ‘Path To Wealth’ NewsletterWealth  Crea*on  Through  Inspira*on  And  Educa*on

http://WagnerWatsonInnerCircle.com

OperaCng  CostThis  one   is  not   too   hard   in   most  cases.   Just  use  a  spreadsheet  and  work   out   all   the  costs  of   running  your  business.  Salaries,  dividends,  profit   shares,   office   rent,   phone  and   internet,   staFonary.     That’s  about  it.

Cost  Of  SaleThere   is  a  list  that’s  called   ‘direct  costs   of   sale’.   That   includes   -­‐   in  our   case   -­‐   paying   affiliates   and  joint   venture   partners.   Hotel   or  travel  costs  to  get  to   sales  events  or  venues.

Cost  Of  FulfillmentThis  is  one  many  people  get  stung  with,   especially   if   you   are   selling  coaching  or  training,  where  money  is  paid   in  advance.  Be  clear  about  your   cost   of   fulfilling   a   program,  product  or  service.  

E.g.   our  Online  Brand  Masterclass  has   fulfillment   cost   including   a   3  day   delegate   rate,   designers,  photographer   and   so   on.   If   you  look   at   our   PlaFnum   Coaching  

level,  we  have  to   include  the  cost  per  delegate  per  month.  

Reality  Check  So  now  that  you  have  a  couple  of  key   numbers  you   can  work   with,  bang   them   into   a   spreadsheet.  Now   subtract   your   cost   of   sale,  operaFng   cost   and   cost   of  fulfillment   from   your   ‘money   in  the  bank’  -­‐  your  cash  collected.  

The   last   thing   is   to   account   for  cash-­‐flow,   which   as   the   word  suggests,   looks  at   the  way  money  flows  in  and  out  of  your  company.  Create   some   future   month  columns   in   your   spreadsheet   and  enter   future   revenues   (payment  plans  and  money  outstanding)  and  also   record   future   costs   of  fulfillment.

So   -­‐   how   did   you   do?   Whatever  the  outcome  of   this  exercise  -­‐  you  HAVE  to  do  this  every  quarter.  

You’ve  got  to  check  where  you  are  compared   to   where   you  want   to  be.  If  you  hit  your  numbers,  great!  Maybe   stretch   yourself   a   liWle  

more.  If  you  missed  your  numbers,  have   a   look   and   work   out   why   -­‐  have   you   been   unrealisFc?   Could  you   have   done   something   beWer  or  different?

For   start-­‐ups   it’s   especially  important   to   keep   an  eye   on   the  cash  flow.  The  main  reason  85%  of  start   ups   fail   is  because   they   are  running  out  of  cash.  

I   am   pleased   to   report   that   our  first   quarter   here   at   Wagner  Watson   LLP   has   been   exceeding  our   fairly   ambiFous   expectaFons  and   it’s   been   fascinaFng   to   see  both  where  we  failed  to  meet  and  where  we  exceeded  our  targets.  

We’ve   also   found   that   it   really  helps  to   focus  every  quarter   on  a  couple  of   key   objecFves  or   goals.  E.g.  we  had  a  clear  focus  on  ‘sales’  and   ‘operaFons’   in   our   first  quarter,  with   ‘finishing  our   book’,  ‘creaFng   independent   traffic  sources’   and   ‘creaFng   a   lead  magnet  diagnosFc’.

Let  me  know  if  you  need  any  help  with   this   -­‐   we   can   run   a  training  session  on  financial  stuff  if  enough  of  you  ask  for  it  -­‐  just  let  us  know!

Just   shoot   an   email   to   Corey   at  [email protected]

Daniel  Wagner

I   remember   this   one   par/cularly   mild   Saturday  a6ernoon   in   June   2010   almost   as   if   it   were  yesterday.  If   you’d  been  there  with  me,  you’d  have  been   sikng   in   the   contrived   elegance  of   the   Park  Plaza  Hotel  in  London’s  South  Bank  as  one  snake-­‐oil  ‘Internet  MarkeFng’   speaker   amer   another   merged  into   an   endless   cacophony   of   must-­‐have  products,  today-­‐only  bonuses  and  scarcity  countdown  Fmers.  

In   other   words,   it   was   yet   another   day   of   ‘land-­‐mines’   and   ‘false-­‐dawns’   on   the   road   to   financial  freedom.  As   the   song   goes,   ‘those  were   the  days,  my  friend...‘

Then  in  the  late  amernoon,  in  stark  contrast,  a  young  and   unassuming   speaker   took   the   stage.   Let’s   call  him  George.  Amer  all,  that  was  indeed  his  name.  He  was  a  tall,  lean  man,  yet  he  spoke  calmly  and  quietly  and  with  an  air  of  authority  and  convicFon.  

The  Most  Profound  And  Profitable  Lesson...

Moreover,  the  case  studies  of  his  mulF-­‐million  dollar  product   launches  forced   us  all   to   sit  up   and  finally  start   paying   aWenFon.   For   we   were   just   about   to  learn  what  was  surely  one  of  the  most  profound  and  profitable  lessons  in  markeFng  I’ve  ever  discovered.  

You   see   George   asked   the   audience   a   quesFon  which,  although  quite  banal,  had  an  answer  that  was  as   profound   as   it   was   unexpected,   with   one  audience   member   amer   another   having   their  increasingly  desperate  guesses  forcefully  dismissed.

The   quesFon   was   actually   yet   another   aWempt   at  finding  the  ‘holy  grail’  of   Internet  MarkeFng:     ‘How  can  you  get  unlimited  free  traffic  to  your  website?’

Amer  dismissing  just  about  every  conceivable  type  of  traffic  generaFon  ever  invented,  the  answer  came  as  a  thunderbolt:  

“A  High-­‐ConverCng  Offer”

In   the   Internet  world,   if   you  own   a  product  with   a  high-­‐converFng  sales  page  then  affiliates  will  literally  fall   over   themselves   to   promote   it.   However,  creaFng   offers   that   convert   is   an   infinitely   less  ‘sexier’   topic   than   how   to   get   traffic  via   the   latest  flavour-­‐of-­‐the-­‐month   social   network   (...Pinterest,  anyone?)

Nevertheless,   from   that   June   amernoon   thereamer,  I’d  learned  a  hugely  valuable  lesson  -­‐  the  importance  of  creaCng   irresisCble  offers   that  convert  again  and  again.

Less  than  one  month  later  Daniel  and  I  launched  the  Blueprint  Coaching  Program,  grossing  over  $200,000  in  sales.

In  this  two-­‐part  arFcle  series  I’m  going  to  breakdown  everything   I   know   about   how   to   create   irresisFble  offers  that   convert,   both   online   and   offline.   If   you  follow   these   ‘Expert   Success’   principles   then   here  are   just   a  FEW   of   the  benefits  you   can   expect   for  your  business:

1. Much  greater  control  over  future  sales  revenues.

2. Happier   clients   and   fewer   refunds   (because  percepFon  =  reality)

3. Greater  financial   security   and   cashflow   for  your  business.

4. The  ability   to  create  ‘income  on  demand’  thanks  to  your  very  own  irresisFble  offers.

5. To   effortlessly   aWract   a   significant   number   of  high-­‐quality  joint  venture  and  affiliate  partners  

6. To  be  perceived  as  the  ‘recognized  expert’  in  your  field  or  industry.

...and  MUCH  more.

The ‘Path To Wealth’ Newsletter 3Wealth  Crea*on  Through  Inspira*on  And  Educa*on

http://WagnerWatsonInnerCircle.com

-­‐  Expert  Success  Fundamentals  -­‐

The  Power  Of  The  IrresisCble  Offer  (pt  1)

1)  High  Perceived  ValueLets  start  with  the  most  important  characterisFc  of  all,   high   perceived   value.   Now   naturally   the  percepFon  of   high  value  is  judged  by  your  prospect  and  NOT   you  or  anyone  else.  While  that  may  seem  fundamental,   you’d   be   surprised   at   how   omen  people  fall  in  love  with  their  own  untested  ideas  and  just  assume  they’re  ‘going  to  work’.

One  of   the  easiest  ways  to  express  the  value  of  your  product  or  service  is  to  use  the  following  phrase  “if  you  give  me  X,   I’ll  give  you  Y”.  For  example,  “if   you  give  me  £195+vat   I’ll  give  you   lifeFme  access  to  my  most  popular  online-­‐video  home-­‐study  program  that  will   show   you   step-­‐by-­‐step   how   to   build   an   online  business  from  scratch  in  30  days  or  less”

If   you  arFculate  your   value  proposiFon   in   a  similar  way   and  do  NOT   feel  as   if   your  customer   is  gekng  an  absolute  bargain   then  you  need  to  either  review  your  offer,  or  at  least  review  the  way  you  present  its  perceived  value.  

For  everyone  in  the  informaFon  markeFng  business,  i.e.   those   of   us   selling   info-­‐products,   coaching   or  consulFng,   our   cost   of   sale   is   almost   always  significantly   lower  than   the   price  of   the  product  or  service.   Therefore   we   can   afford   to   stack   as  much  value  in   favour   of   the  client  as  possible   (as   long  as  the  next  four  characterisFcs  are  also  true).  

High   perceived   value   is   important   irrespecFve   of  price  point.  I  pay  as  much  aWenFon  to  the  perceived  value   of   our   £47   Expert   Success   Formula   LIVE  training   days   (see   image)   as   to   our   £6,000  Mastermind   Program.   By   the   way,   I’ll   be   talking  more   about   the   right   way   to  use  a  contrast   frame  and  bonuses  in  part  two  of  this  arFcle.

2)  CredibilityThe   second   characterisFc   of   irresisFble   offers   is  credibility.   This   is   because   before   people   will   buy  ‘from’  you,   they   need   to   buy   ‘into’  you   personally.  One   of   the   easiest   and   fastest   shortcuts   to   create  your   own   personal   credibility   is   to   create   a   high-­‐

4 The ‘Path To Wealth’ NewsletterWealth  Crea*on  Through  Inspira*on  And  Educa*on

http://WagnerWatsonInnerCircle.com

The  sales  page  for  the  Expert  Success  Formula  LIVE  Event  has  a  compelling  offer  -­‐  hFp://clicktogo.org/live

Five  EssenCal  CharacterisCcs  Of  An  IrresisCble  Offer

quality  personal  online  brand,  and  posiFon  yourself  as  a  bona-­‐fide  Expert.

People   are   incredibly   aWuned   to   anything   you   do  that  is  incongruent  with  who  you  claim   to  be.  So,   if  your  appearance  e.g   clothes,   personal  hygiene,  car  etc   doesn’t   match   that   of   a   ‘successful   expert’   in  your   field   (whatever   that   may   be),   then   your  personal  credibility  will  be  severely  damaged.

Similarly,   if   you   claim   to  be  a  successful   consultant  who  can  help  businesses  improve  their  results,   you  need   to  be   able   to   prove  you’re  a  success  in   your  own  right.  You  don’t  need  a  10-­‐year  track  record,  or  to   have   made   millions,   but   if   you   struggle   to  generate  clients,  then   this  is  eventually  going   to   be  preWy  apparent  to  your  prospects  as  well.

At   this  point   to   be   congruent   I’m   happy   to   report  that   Wagner   Watson   LLP   had   a   record   month   in  March  with  sales  of   over  £120,000,   all  from  a  small  client  base  and  in  supposedly  ‘difficult’  Fmes...  :)

3)  BelievabilityThe   third   characterisFc   of   irresisFble   offers   is  believability.   In  this  case  its  not  so  much  about  you  personally,   but   rather   how   readily   your   prospects  believe  that  your  offer  is  realisFc  and  believable.

I  think  it  was  Ted  Nicholas,  one  of   the  most  famous  direct-­‐response   copywriters   of   all   Fme,   who   once  paid  for  an  advert  to  prove  this  important  point.  His  advert  stated  simply  ‘Just  give  me  $100  and  I’ll  send  you  $10,000  in   return’.  He  did   this  to  prove  a  point  however   he   never   even   received   a   single   reply.  Why?   Because   the   offer   was   not   even   remotely  believable...

We’ve   all   seen   online   product   offers   for   tens   of  thousands  of  dollars  worth  of  valuable  items,  only  to  find  the  sale  price  is  just  $17.   Immediately   our  BS-­‐detectors  go  crazy  as  we  insFncFvely  recognize  such  an  offer  to  not  be  believable.  

This   is   also   why   we   give   explicit   reasons   for  discounts,   and   indeed   reasons  why   the   product   is  

available   at   all,   as   in   the   example   again   for   the  Expert  Success  Formula  LIVE.

Always  give  a  reason  why  you’re  offering  a  discount  to  make  sure  your  offer  is  believable

4)  CompletenessThe   fourth   characterisFc   of   irresisFble   offers   is  completeness.   This   means   you   need   to   give   your  prospects   all   the   informaFon   they   need   that   is  RELEVANT  to  allow  them  to  make  a  buying  decision.  

This   is   the   reason  why   its  necessary   someFmes   to  create  long-­‐form  sales  leWers,   run  60m  webinars  or  make   90m   live  presentaFons.   When   Daniel   speaks  on   stage   about   Personal   Branding   online,   he’s  building   a   complete   and   comprehensive   case   for  why  anyone   in   the   audience  without   a  high-­‐quality  online   personal   brand   absolutely   NEEDS   to   aWend  the  Online  Brand  Masterclass,  where  we  build   one  for  you.

But   here’s   the   thing.   It   takes   Fme   to   explain   the  importance   of   personal   branding.   It   takes   Fme   to  explain  the  implicaFons  of  having  and  NOT  having  an  online   personal  brand.   It   takes  Fme   to  explore  the  ways   in   which   you   can   create   such   a   brand.   And  finally,  it  takes  Fme  to  explain  why  the  Online  Brand  Masterclass   is   the   ulFmate   shortcut   to   gekng   it  done  fast  and  to  the  highest  quality.

If  Fme  is  limited,  someFmes  it  may  be  advantageous  to  NOT   try   and   explain   all   the  detail   in   one  go.   In  such  cases  you  can  avoid  the  need  for  completeness  by  using  the  ‘applicaFon  close’.  

This   is   where   you   offer   interested   prospects   the  opportunity  of  a  short  telephone  consultaFon  where  you  can  personally   answer   any   quesFons   that  may  arise.  This  is  a  great  ‘pressure  reliever’  and  can  even  add   perceived   value   to   the   process  by   making   it   a  much-­‐more   ‘exclusive’   and   therefore   valuable  opportunity.

The ‘Path To Wealth’ Newsletter 5Wealth  Crea*on  Through  Inspira*on  And  Educa*on

http://WagnerWatsonInnerCircle.com

5)  ClarityThe   fimh   and   final   key   characterisFc   of   your  irresisFble   offer   is   clarity.   You   can   provide   the  greatest  case  ever-­‐made  for  your  ‘meritorious  offer’,  but   if   you’re   not   clear   about   exactly   what   your  prospect  needs  to  do  next  then  all   the  effort  so   far  will  have  been  in  vain.

In   short,   you  need   to   spell-­‐out  the  exact  steps  the  prospect  needs  to  take  in  order  to  take  advantage  of  your   irresisFble   offer.   For   example,   it   may   be   to  complete  an  applicaFon  or  order   form  (making   sure  all  the  quesFons  are  answered  fully  and  clearly)  and  hand  it  to  a  specific  person  at  the  back  of  the  room.  It  may  be  to  click  on  the  ‘Happy  Orange  BuWon’  and  enter   your   payment  details  on   the   following   page.  Or  it  may  be  to  call  our  office  number  between  two  specific  Fmes  and  ask  to  speak  to  a  specific  member  of  our  team  who  will  help  you  personally.

In  all  cases,  you  need  to  spell  out,  someFmes  even  in  painstaking  detail,  exactly  which  specific  steps  need  to  be  taken  (and  in  what  order)  to  take  advantage  of  your  irresisFble  offer.

It  may   seem  obvious,  but   again,  you’d   be   amazed  how  many  people  forget  this  vital  element.  

So,   to   sum   up,   the  Five  EssenFal   CharacterisFcs  Of  An  IrresisFble  Offer  are:

1. High  Perceived  Value

2. Credibility

3. Believability

4. Completeness

5. Clarity

Make   sure   you   check   your   offers   against   this  ‘checklist’  and  see  which  areas  you  can  improve  your  offer  even  further.

In  part  two  of   this  arFcle  I’ll   reveal   the   ‘7   Building  Blocks’  Of  Every   IrresisCble  Offer  and   look  in  detail  at  real-­‐world  examples  you  can  model  from.

To  the  success  of  your  ‘irresis/ble  offers!’

James  Watson

6 The ‘Path To Wealth’ NewsletterWealth  Crea*on  Through  Inspira*on  And  Educa*on

http://WagnerWatsonInnerCircle.com

The  ‘Consulta*on  Close’  is  an  excellent  strategy.  It  allows  you  to  do  what  we  call  ‘Mul*  Step  Selling’  -­‐  where  you  have  mul*ple  touch  points,  each  of  them  building  trust,  to  help  people  make  a  decision.  An  addi*onal  bonus  is  that  you  can  offer  different  products  or  services  as  you  see  fit  during  the  consulta*on.

Q:  What  Is  The  PlaCnum  PLUS  Weekly  Coaching  Program?PlaFnum  PLUS  Weekly  Coaching   (PlaFnum  PLUS  for  short)   is  a  brand   new  Wagner   Watson   Inner   Circle  Coaching   Program   that   sits   between   the   PlaFnum  and  Mastermind  levels.  

Q:  What  AddiConal  Services  Do  PlaCnum  PLUS  Members  Receive?PlaFnum   PLUS   members   receive   all   the   same  services  as  regular  PlaFnum  members,  with  two  key  addiFonal  benefits.

1. A   WEEKLY   group   coaching   online   conference  meeFng   that   will   take   place   each   Monday  between  4-­‐6pm.  These  will  be  hosted  by  James  or  Daniel,   as   well   as   occasional   special   guest  experts.  

2. A   MONTHLY   ‘mini-­‐mastermind’   group   meeFng  that  will  take  place  between  10am-­‐12pm  on  the  morning  of  each  PlaFnum  meeFng.  This  meeFng  will  ONLY   include  PlaFnum  PLUS  members  along  with  Daniel  and  I.

Q:  What  Are  The  Benefits  Of  The  Weekly  Coaching  And  Monthly  ‘mini-­‐mastermind’?1. The  weekly  coaching  call  ensures  that  you  never  

have   to   go   more   than   7   days   without   the  opportunity   to   get   coaching,   feedback   and  support   for  any  area  of   your  business.  We  call  it  ‘ImplementaFon   Coaching’   because  we  want   to  help  remove  any  and  all  barriers  you  may  have  to  implemenFng   the   strategies  we   recommend   to  grow   your   business.   We   will   also   hold   you  accountable  for   the  acFons  you  say  will  do   each  week.   The   reality   is   that   deadlines   and  accountability  are  the  primary  reasons  we  all  get  things  done.

2. The  mini-­‐mastermind,   is  a  chance  to  meet  with  Daniel   and   I   in   an   inFmate,   small-­‐group  environment   that   is   similar   to   our   monthly  Mastermind   meeFng.   We   brainstorm   ideas,  idenFfy   strategies   and   recommend   resources  while  we’re  in  the  room  to  give  your  business  a  quantum  leap  forward  each  and  every  month.   If  you’re   interested   in   working   more   closely   with  Daniel   and   I,   but   are   not   yet   ready   for  Mastermind,  this  is  the  ideal  level  for  you.

Q:  Are  There  Any  Limits  On  The  Number  Of  PlaCnum  PLUS  Places  Available?To   protect   the   integrity   of   the   group,   there   are   a  LIMITED  number  of  places  available,  with   the   iniFal  group  restricted  to  a  maximum  of  20  people.

Q:  I’m  An  ExisCng  PlaCnum  Member  -­‐  Can  I  Upgrade?Yes  indeed,  there   is  a  discount   available  for  you   to  upgrade   to   PlaFnum   PLUS,   based   on   your   exisFng  investment  at   the  PlaFnum  level.  Contact  Corey  via  [email protected]   for   the   exact   details   in  your  case.

Q:  Are  There  Any  Long-­‐term  Commitments  Or  Tie-­‐ins?PlaFnum   PLUS   includes   an   iniFal   6-­‐month  commitment  only,   thereamer   your  membership  can  be  conFnued  on  a  pay-­‐monthly  basis,  with  discounts  for  longer  term  commitments.

Q:  I’d  Definitely  Like  To  Upgrade  And/Or  I  Have  A  QuesCon,  What  Should  I  Do  Next?Please   contact   your   PlaFnum   Concierge   Corey   via  [email protected],   or   call   01189   777009  between   9.30am-­‐4.30pm   during   weekdays   for  personal  assistance.    

James  Watson

The ‘Path To Wealth’ Newsletter 7Wealth  Crea*on  Through  Inspira*on  And  Educa*on

http://WagnerWatsonInnerCircle.com

The  NEW  PlaCnum  PLUS  Weekly  Coaching  Program  -­‐  Your  QuesCons  Answered:

Last  month   I   shared   some  of   the  observaFons  and  market  changes  that  inspired  me  to  write  the  Expert  Success  Formula:  I  shared  with  you  what  the  Expert  Industry   actually   is,   the   challenges   of   the   Expert  Wealth  Matrix  and  why  the  book  is  called  the  Expert  Success  Formula.  

This   Fme   I   want   to   share   with   you   the   3   Key  Ingredients  I  have  seen  in  place  with  literally   EVERY  single  Expert  I  studied  that  is  an  authority  or  market  leader.

 1.  Your  Personal  Online  Brand

PosiCon  Yourself  Online  To  Be  Found

hFp://JohnnieCass.com  is  one  of  the  first  Execu*ve  Personal  Brand    Makeovers  we  completed.

Personal  Online  Branding   is  all  about  ‘Being  Found’.  Today   people   are   googling   your   name  all   the  Fme  and  in  the  near  future  I  can  guarantee  you  that  you’ll  be  losing   out  if   you  don’t  have  an   online  presence.  The  great  thing   though   is  that  you  can  choose  your  own  posiFon.   You  can  decide  what  you  want   to   be  known  for.  

The   power   of   branding   has   been   documented   in  many   examples   and   studies   and   our   world   is  dominated   by   brands.   I   want   to   make   the   case  though   for   a   new   concept,   called   the   ‘Personal  Brand’,  which   is  far  easier  to   implement  (and  won’t  cost  you  millions  of  dollars  either!).  Within  ‘Personal  Brand’   I   want   to   focus   on   the   ‘Online’   side   of   it,  where  I’ve  found  the  fastest  results  in  our  efforts  to  help  move  people  up  the  matrix.

2.  Publish  Powerful  Products

Sell  Strategically  Sequenced  Products  And  Services  -­‐  Automated  Where  Possible

If   you  want   to   make   money   online   or   offline,   you  need   something   to   sell.   Most   peoples’   concept   of  making  money   is  firmly  rooted  around  trading   their  Fme  for  money.  The  Expert  Success  Formula  teaches  you   to   create   mulFple   products   and/or   services,  focussing   on   having   as  many   of   them     as  possible  sold  and  delivered  automaFcally.

An  example  of  a  product  staircase.  One  of  the  important  considera*ons  is  the  ‘access  level’  to  your  or  your  team  that  is  necessary  to  fulfill  the  

product  or  service.  

8 The ‘Path To Wealth’ NewsletterWealth  Crea*on  Through  Inspira*on  And  Educa*on

http://WagnerWatsonInnerCircle.com

The  ‘Expert  Success  Formula’  Is  Here!  As  we  celebrate  the  launch  of  our  new  book  -­‐  ‘The  Expert  Success  Formula’,  here’s  a  special  preview  of  the  opening  chapter  for  you.

On   top   of   that   we   build   strategic   sequences   that  help  people   in   ever  more  numerous  ways   to  move  up  the  product  staircase,   and  therefore  create  high  life   Fme   customer   value   for   our   business  and   the  businesses  of  our  clients.

3.  CulCvate  A  Buying  Audience

Build  A  Loyal  Following  And  Give  Value

This   is   the   part   that   brings   the   Expert   Success  Formula  to  life.  This  is  the  ‘people’  part.  You  need  to  have   a   clear   idea   of   who   your   customer   is   (don’t  worry  there’s  a  simple  exercise  to  help  you  find  your  ‘perfect’   customer   later   in   the   book)   and   how   to  culFvate  a  relaFonship  that  is  mutually  beneficial.  

I  use  the  example  of  the  football  pitch  to  illustrate  a  few  points.  One  of  them  is  that  an  ‘audience’  is  

willing  to  pay  to  be  part  of  a  tribe  or  team  and  that  ‘players’  get  paid.  The  bigger  the  audience,  the  more  

they  get  paid.

Most  businesses  focus  too  much  on  lead  generaFon  and  client  acquisiFon,  thereby  leaving  lots  of  money  on  the  table.  The  Expert  Success  Formula  focuses  on  maximizing   customer   value   leveraging   advanced  markeFng  principles  while  giving  excellent  value.

This  part  is  also  referred  to  as  ‘tribe  building’  -­‐  which  is  the  art  and  science  of   creaFng  a  community   that  has  a  strong  sense  of   belonging  and  protecFon.  We  all   want   to   belong,   so   if   you   are   able   to   build   a  group,   lead  a  group  and  inspire  a  group  by  having   a  

clear  message  and  by  conFnuing  to  tell  that  message  to  the  world,  you  will  culFvate  a  loyal  and  dedicated  following  -­‐  and  a  buying  audience.  

The  Expert  Success  Formula  is  based  on  3  overlapping  ingredients.  Leave  one  out,  or  be  out  of  

balance,  and  you  miss  the  full  effect.The  heart  in  the  center  symbolizes  that  your  efforts  should  be  driven  by  passion,  and  the  £  signs  indicate  that  when  these  ingredients  of  the  formula  are  in  

place,  money  will  follow  naturally.

Why  You  Should  Choose  To  Become  An  ‘Expert’

I   don’t   want   to   labour   the   point,   but   I’ve   literally  wasted   many   years   of   my   life,   driming   from   one  unfulfilling   job   and   meaningless   work   to   another,  always   knowing   deep   inside   that   I   had   something  more  to  give.  Sound  familiar?  Do  you  know  someone  in   the   same   posiFon?   Do   you   maybe   know   them  quite  inFmately?  

I’m  not  saying  that  you  can  become  an  Expert  over-­‐night,   but   you’ll   be   amazed   that   by   following   the  Expert   Success   Formula   you   can   quickly   and  efficiently   increase   your   value   in   your   industry,  

The ‘Path To Wealth’ Newsletter 9Wealth  Crea*on  Through  Inspira*on  And  Educa*on

http://WagnerWatsonInnerCircle.com

therefore   giving   you   more  money,   more   Fme   and  more  fulfillment.  

My   definiFon   of   an   Expert   includes   leadership.   I  don’t  want  to  think  of   Experts  being   locked  away  in  some   lab.  My   Experts  are  people  who   love  people  and  who  go  out  to  spread  the  word.  

Here  are  just  some  of  the  clear  benefits  of  becoming  an  Expert  in  your  industry:

Get  Paid  MoreYeah,   the   good   old  money.   Why   not!  As   Jim  Rohn  used  to  say:  ‘Get  money  out  of  the  way   so  you  can  focus  on  lifestyle’.

Do  What  You  Love  Hey   -­‐   that’s   a   big   one   for   me.   Life’s   too   short   to  waste  it  on  something  you  hate  doing!

Get  Chosen  Instead  Of  Keep  ChasingThe  begging   days  are  over.   Once  you’re  an  Expert,  people  will  come  and  find  you.  I  get  invited  to  speak  on  the  Expert  Success  Formula  and  Personal  Online  Branding  all  the  Fme!

Become  A  Leader  In  Your  IndustryIt  takes  courage  to  lead,  but  I  can  only   tell  from  my  own  experience  and  the  hundreds  of  people  I  helped  move  into  that  posiFon  that  life’s  far  more  exciFng  and  interesFng  if  you  lead!  

Who  Is  The  ‘Expert  Success  Formula’  For?

One   of   my   favourite   parts   of   talking   to   people   or  presenFng   from   stage   is   the   topic   of   ‘who   can  benefit   from   the  Expert  Success  Formula’?   I’m   just  amazed  how  wide-­‐ranging   the  scope  of  this  formula  really  is.  

I’ve   personally   seen   this   formula   being   applied   to  ‘brand   new’   Experts,   literally   people   who   just  decided  to  ‘claim’  their  Expert  posiFon.  

I’ve  many  Fmes  seen  exisFng  Experts  finally  get  the  recogniFon   and   reward   they   deserve   by   assuming  their   righ{ul   posiFon   using   the   Expert   Success  Formula.

I’ve   seen   incredible   results   for   employees   in   the  corporate   game   and   ‘Intrapreneurs’,   using   the  Expert   Success   Formula   to   accelerate   their   next  career  move  or  jump  up  the  corporate  ladder.

If   I   trawl  through   the   plethora  of   success  stories   -­‐  several   of   whom   we’ll   refer   to   in   this   book   -­‐   it  includes  people  from  all  walks  of  life:

MeditaFon  Experts,  Virtual  Assistants  Experts,  Web  Design   Experts,   RenovaFon   Experts,   Property  Investment   Experts,   Product   CreaFon   Experts,  Tennis   Experts,   NutriFon   Experts,   Alkaline   Diet  Experts,   Social   Media   Experts,   Public   Speaking  Experts,   Internet   MarkeFng   Experts,   Business  Coaching  Experts,  Body  TransformaFon  Expert,…  the  Expert   Success   Formula   is  a  flexible   and   adaptable  framework  for  anyone.

And   if   you’re   already   a   successful   business   owner  and  entrepreneur,  I  can  almost  guarantee  that  you’ll  pick   up  a  disFncFon  or   two  that   can  add  some  big  numbers   to  your   boWom  line…   I’ve   seen   it  happen  many  Fmes….

10 The ‘Path To Wealth’ NewsletterWealth  Crea*on  Through  Inspira*on  And  Educa*on

http://WagnerWatsonInnerCircle.com

Get  your  copy  of  the  Expert  Success  Formula  NOW!  For  members’  discounts  and  more  informaFon,  contact  Corey  Woolfe  via  

[email protected],  or  call  01189  777009  between  9.30am-­‐4.30pm  during  weekdays

The ‘Path To Wealth’ Newsletter 11Wealth  Crea*on  Through  Inspira*on  And  Educa*on

http://WagnerWatsonInnerCircle.com

The  ‘Expert  Success  Story’  Of  The  Month  -­‐  Ted  Clohosey

Each  Month  We  Feature  A  Real-­‐Life  ‘Expert  Success  Story’

Ted  Was  ‘A  Man  On  A  Mission  Without  A  Plaiorm’...

Before  aWending  the  Online  Brand  Masterclass,  Ted  Clohosey  described  himself   as  a  man   ‘on   a  mission  but   without   a   pla{orm’.   He’d   overcome   some  tremendous   challenges   and   difficulFes   in   life   and  

business  but  was  ‘hiding  them   away’,   unable   to  share   them   and   inspire  others.

Daniel   told   Ted   bluntly:  “Ted,   you’ve   got   such  a  great   story,   you   really  need  to  tell  it”  

Since   the   publishing   of  his   new   personal   brand  website,     Ted’s   been  asked   to   contribute   to  the   Bank   of   Ireland’s  online   magazine,   in  a s s o c i a F o n   w i t h  

Ireland’s  Dragons’  Den  TV  program.  He’s  also  been  asked  to  become  a  mentor  for  the  Dublin  Business  Start-­‐up   Bootcamp   Event   in   May,   as   well   as   to  deliver   a   moFvaFonal   keynote   presentaFon   at   a  leading  Irish  Business  Conference  in  March  this  year.

As   Ted   says,   this  is  all  because  he’s  developed   his  online   brand   and   told  his   story.  OpportuniFes  are  coming   his   way   because   of   his   expert   posiFoning  and  his  high-­‐quality  online  personal  brand  website.  Check  out  Ted’s  site  here:    www.TedClohosey.com  

CongratulaCons  Ted!

Do  you  have  a  success  story  you’d  like  us  to  feature?  Just  send  us  yourstory  via  the  contact  details  below!  

MAY  WORKSHOP  OVERSOLD!  The  Next  Online  Brand  Masterclass  is  on  22-­‐24  June  2012.    For  members’  discounts  and  more  informaFon,  contact  Corey  Woolfe  via  [email protected],  

or  call  01189  777009  between  9.30am-­‐4.30pm  during  weekdays

12 The ‘Path To Wealth’ NewsletterWealth  Crea*on  Through  Inspira*on  And  Educa*on

http://WagnerWatsonInnerCircle.com

Wagner  Watson  Inner  Circle  -­‐  Future  Events• April  3-­‐4  Inner  Circle  Mastermind  2:1  Consultancies• April  10  -­‐  4-­‐6pm  PlaFnum  PLUS  Weekly  Coaching  Call  • April  16  -­‐  4-­‐6pm  PlaFnum  PLUS  Weekly  Coaching  Call  • April  17  -­‐  Inner  Circle  Mastermind  MeeFng  (London)• April  18  -­‐  10am-­‐12pm  PlaFnum  PLUS  Mini-­‐Mastermind  MeeFng  • April  18  -­‐  1pm-­‐6pm  PlaFnum  Monthly  MeeFng• April  23  -­‐  4-­‐6pm  PlaFnum  PLUS  Weekly  Coaching  Call• April  27-­‐29  Online  Brand  Masterclass  (Peterborough)• April  30  -­‐  4-­‐6pm  PlaFnum  PLUS  Weekly  Coaching  Call

Resources  and  Contact• Wagner  Watson  Inner  Circle  Community  -­‐  www.community.wagnerwatson.com• Wagner  Watson  Inner  Circle  Private  Members  Area  -­‐  www.members.wagnerwatson.com  • Wagner  Watson  Support  Desk  -­‐  www.support.wagnerwatson.com  • PlaFnum  Concierge  Email  Address  -­‐  [email protected]    • Office  Telephone  Number  -­‐  +44  1189  777009• Address  -­‐  Wagner  Watson  LLP,  InnovaFon  House,  Molly  Millars  Close,  Wokingham,  BERKS  RG41  2QF

Your  Ladder  Of  Success...The  Wagner  Watson  Inner  Circle  Member  Levels

Mastermind

PlaCnum  Monthly

Gold  Coaching

PlaCnum  Weekly

Mastermind  Level  Benefits• 2:1  Coaching• Monthly  Mastermind  MeeFng• 2  Day  Retreat  Weekend• All  The  Benefits  Of  PlaFnum  PLUS

PlaCnum  Weekly  Benefits• Monthly  Mini  Mastermind• Weekly  ImplementaFon  Group  

Coaching• All  The  Benefits  Of  PlaFnum  Level

PlaCnum  Monthly  Benefits• Monthly  Coaching  Webinar• Private  Social  Network• Monthly  Group  MeeFng• All  The  Benefits  Of  Gold  Level

Gold  Level  Benefits• Path  To  Wealth  NewsleWer• Private  Members  Area• Path  To  Wealth  Audio  CD

For  any  quesFons  or  upgrade  requests  contact  Corey  Woolfe  via  [email protected],  or  call  01189  777009  between  9.30am-­‐4.30pm  during  weekdays  for  personal  assistance.