Experts Academy – Blueprint Notes

96 Pages·2010·1.16 MB·English

Experts Academy – Blueprint Notes
Experts Academy – Blueprint Notes

Work Stream 1 is all about you relating with your audience, so that you know
what information to provide, so that when you go to promote, you know what
you're promoting and giving away, and you know how you're going to make
money from it.

So we're going to start with this big block on top, and here's an assumption,
what's the very left word at the top of this? Passion. Passion is at the beginning
of this.

Passion
There are basically two ways to think about your passion.

1. The first way is who am I really passionate about serving? Some of you
really want to serve women who are disadvantaged. Some of you really
want to serve the elderly. Some of you really want to serve youth. Some
of you want to work with entrepreneurs who are just beginning. Some of
you want to work with entrepreneurs who are earning $10 million or
more.

Who is that you're passionate about serving? You can start here.

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Experts Academy – Blueprint Notes
2. Alternatively, you can also start from a place where you say, what am I
passionate about teaching? This is where I began. I personally began
with “I'm passionate about teaching personal development”.

Then I found audiences for it. I understood what they wanted, and then
created products for them. So, the question ultimately begins with, what
are you passionate about?

So, be passionate about either a certain topic or a certain audience.

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Experts Academy – Blueprint Notes
Target Your Customer

 Customer targeting comes down to two Questions:
o “Who needs my Information (aka expertise)?”
o “Who can I create new information for?”
 For experts, Riches are in the niches
 The Million-Dollar Questions:
o “Who is your customer?”
o “How can I add more Value and make their lives
easier and more Interesting?

Customer targeting
Customer targeting is figuring out who you're going to serve, and how you're
going to make money. In order to do this you must ask these two questions.

1) Who needs my information, in other words, who needs your expertise?
2) Who can I create new information for?

This is the beginning of targeting. It begins with who needs my information
now? So maybe you already have a framework or maybe you already have
something to give. Who would be interested in that? Or is there an audience
who love this information? That's where customer targeting begins.

Riches are in the niches
For experts, we always say the riches are in the niches, right. Riches are in the
niches. It's like the more focused you're on who your audience is – the more
successful you're going to be.

The Million-Dollar Questions
Here's the million dollar question that I ask experts all the time, who is your
customer? You ought to be asking that, who is your customer? Then ask, how
can I add more value and make their lives easier and more interesting?

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Experts Academy – Blueprint Notes
I learned this incredible technique of not just wanting to add value to my
customers’ lives but saying, how can I make their life easier in the process and
more interesting?

When I combined the two, my business exploded, because you can make their
lives easier by giving them the tools and strategies, but if you can do it in a fun
and unique way, or allow them to have more fun in the process, your
customers will love you. So you got to think about, how you can make
everything you do more interesting.

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Experts Academy – Blueprint Notes
Lucrative Niches for Experts

 Financial – Stocks, day trading, options, tools
for “reading” the market, scholarships.
 Real Estate flips, foreclosures, liens.
 Wealth – Internet secrets, eBay, MLM.
 Health – Dieting, workout secrets, pain remedy,
natural/alternative medicines.
 Self-help and Relationships.
 Pets
 Business – Marketing, PR, hiring, systems,
development, leadership, creativity, innovation.
 Recreational – Language, dancing, music,
golfing.
 Entrepreneurial groups – Dentists, masseuse,
chiros, sales, real estate agents, home-based,
etc.

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Experts Academy – Blueprint Notes
Find Your Customer

 How to find your market:
o Google Search
Look for groups/forums, products/price
points, events, competitors, popular sites,
“pipers”.

o Quantcast.com (a must use!)
Enter in a website, get info like visitor
numbers and attributes like gender, age,
income, ethnicity, number of children, and
educational attainment.

o Media “sneeker”
Get demographics from magazines via ad
requests.
 You can get demographics from magazines or
any type of newsletter that goes out to a group of
people. You just call them and say, hey, I’m
interested in running an ad. Can you tell me about
your demographics?

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Experts Academy – Blueprint Notes
Know Your Customer

 4 consumer insight questions:
o What Frustrates you the most about your
business (or life)? And Why?
o What are you trying to Accomplish this
year?
o What do you think you’d need to Double
your business (or happiness) this year?
o What strategies have you tried to improve
your business (or life) that Worked and
didn’t Work?

Customer insight is the way to wealth. If you know who your consumers are
and what they want, you can build a business from that.

These are four questions that help us to figure out our consumers:

What Frustrates you the most about your business (or life)? And Why?
First, you want to ask your customer what frustrates you the most about your
business or your life. Then they tell you basically their frustrations. I.e. Their
problems. Once you understand their problems, you have more insight about
what information you could offer as a solution for them.

What frustrates you, and by the way what is frustration? Frustration is an
emotion, and people buy on emotion. You’re going to get to a level of
emotional understanding when someone explains their frustration to you.

What are you trying to Accomplish this year?
Do people invest and pay based on immediate need or future value?
Immediate need. People are terrible at investing in long-term goals. We know
that from the financial industry. Everybody knows that. People always invest in
immediate need. This question reveals their goals, and once you understand
someone's goals and you can serve that, your business will grow.
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Experts Academy – Blueprint Notes
What do you think you’d need to Double your business
(or happiness) this year?
Most people just say, well, twice as many customers. The funniest thing is
that's the level of thought most people give to this question. We are coming
around to the New Year now. January is coming up. What I would recommend
is all of you really sit down in January and ask yourselves what would it really
take for me to double my business this year? What would it really take?

What strategies have you tried to improve your business
(or life) that Worked and didn’t Work?
Remember these are the questions you are going to ask your customers.
Everybody in this room, who wants to get paid, must ask their customers these
four questions. If you don't, you are crazy.

Let me show you something. Listen to this. Look at these questions. Now
imagine a sales page online. Imagine, based on your business, if you go to a
sales page and here is what it says.

I know that your main frustration point right now... “is this” and it's been really
troubling you for... “these reasons”. What you really are trying to accomplish in
order to get over this frustration... “is these things” and you know that if you
did... “these things” you could double your business.

The challenge is you haven't figured out how to do... “those things” because
you’ve gone out there, you’ve tried this... “other stuff” and it didn't work. Some
of the things you did try gave you little results but not enough. I have the
solution for you now.

Is it compelling? You will buy every single time. These questions not only teach
you what content to create, but it also teaches you how to sell.

This is your outline knowing what to create. Well you create something that
serves the client. It serves the client's needs, frustrations, and goals. But the
best thing is once you know what they want, all you have to do is slap together
a sales piece saying, I know this is what you want.

I know you have tried these things. They didn't work for you. I know your real
ambition is to make this happen and I know that if you just follow this simple
framework, it could happen for you.

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Experts Academy – Blueprint Notes
Understand Buying Behaviour: Patterns

 What are people being Offered?
 What are people buying? (watch for testimonials)
 When are they buying?
 How are people being sold –
o What’s the Sales Flow”?
 What problem themes exist?
 What Solution themes exist?
 What benefits are portrayed?
 What other experts are being referenced?
 What Bonuses are offered?
 What price points are dominant?
 What payment terms are offered?
Million-Dollar Secret: What’s the Silver Bullet?


Now we know what their needs are, we know what their goals and ambitions
are. We know what they have tried and haven't tried. We need to know more
about them. Here is how we know more about them.

What are people being Offered?
We want to know what else other people are being offered. Before you create
anything do your research and say what are the other companies offering your
potential customers? What else is out there? So what are other people being
offered?

Is it a DVD home study course, is it seminars, is it books, is it tapes, is it all of
that? You want to understand what are they currently being offered and here
are the few things you want to know about that.

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Experts Academy – Blueprint Notes
What are people buying?
What are they buying? How do you know what people are buying? This is the
secret. When I see someone's sales page, I will go down and I will read the
testimonials on my competitor's websites.

Let me say that again, I will read the testimonials on my competitor's websites.
Why? Because those testimonials tell me explicitly why their customers bought
and what they accomplished. So pay attention to testimonials.

When are they buying?
When are they buying? Meaning look at the sales page of your competitors
and a lot of this is about consumer research, you are going to have to know
your consumers better. You have to know who they are. You can do that by
Google searches or you can do that by Quantcast (look at their
demographics).

In the Google searches you will see all these ads, and you will see all these
searches. They are coming up from your competitors who are advertising
something. Go to their websites and look at them, and one thing that's
interesting to pay attention to, is notice they are explaining when someone
should buy their products. They are always saying buy right now. But pay
attention to why they are saying people should buy right now and it will give
you tons of insight into what works. Why are they buying right now? They will
say it right on the sales page.

You need to buy right now, because if you don't you are going to spend
another year losing $10,000 or more a year. This group is losing lots of money.
Big hook and you’re going to see the hooks within it.

This helps you to find out what your customer really wants.

How are people being sold?
How are they being sold? In other words when they are being offered
something, how are they being sold? Is it advertising on certain websites? Is it
newsletters going out to them?

When you look at a sales page, what's the flow? How is it structured? Are they
talking about the problem first or are they starting with testimonials?

Are they starting with the promise first or the pain first? What's the flow? Really
look through the psychology, and ask yourself, what’s the flow here? When is
someone buying something? Even in brick and mortar businesses.

Pay attention to how your competition is reaching your potential clients. You
need to pay attention to other people's marketing; this is going to teach you a
lot about your customers.
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