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Million Dollar Expert Empire in Five Simple Steps: A Cuckoo Maverick's Map
to Success
Copyright © 2002 - 2011 by Susan Harrow. All rights reserved.
Brendon Burchard, founder of
Experts Academy,
outlines five steps in his new book
The Millionaire
Messenger: Make a Difference and a Fortune Sharing Your Advice. It's
just one of the strategies he presents simply and clearly in his
book which is based on being an exemplary person, doing good
work, sharing your knowledge, skills, stories and advice,
providing excellent products, service and care.
Now all that may sound easy, but few do it. And that's why
Burchard has become an icon in the expert industry in just a few
short years. Plus the guy has cuckoo maverick ideas that work.
And he's a delightful cuckoo maverick himself.
Burchard also the energy of a person who guzzles Red Bull like
water - but he doesn't. It's all natural adrenaline and a good
big heart that has lead him to create a million dollars in
EACH of his pillars of wealth before he went public with
them, to prove that his ideas were worth listening to.
So I wanted to give you a quick taste of his new book
The
Millionaire Messenger.
One of his clients - Sally, said she wanted to make a million
dollars in a year without a complicated infrastructure or tens
of thousands of clients. So he set her up on a plan predicated
on the foundation that she had solid knowledge, provided
excellence, was a determined do-gooder (no saccharine stuff
here), and had a market for her products and services. (Yes, all
this stuff is essential in order for people to like, trust,
respect and buy from you.) So here it is:
1. Create a lower-priced information product in the $20-$200
range.
Not so hard if you can just record what you know using a free
conference calling service or an inexpensive microphone and your
computer and convert the audio files to a hard copy CD product.
Most of us know way more than we can fit into a quick multi-set
CD product. You can create a number of these in your core areas.
But Burchard just had Sally start with one to keep things sane.
The math: Sell one program a day at $197 for a year = $70,920
per year.
2. Create a low-priced subscription program.
Subscription or membership sites are all the rage. But the key
is you must keep people engaged so you retain the subscribers
while building your base. This could be as simple as a training
video, group coaching or training call once a month and uploaded
to a membership site such as a
Wishlist blog. One
of my clients who is a coach, has over 100 people in her $9.95 a
month program where her subscribers get access to the recordings
of her and the experts she invites to share their knowledge.
This is her lowest level membership and she grows those people
into her higher-priced membership programs over the years
creating deep loyalty - and getting great success stories since
she's been with her students since the start.
Burchard
recommended that Sally start at $97/month for her membership.
The math: Sell 100 memberships at $97/month = $116,400 per year.
3. Create a mid-tiered information product in the $200-$999
range.
With Sally's vast knowledge she could create a home-study course
complete with DVDs, workbook, transcripts and bonus audio
products. People learn in different ways to presenting all of
the different learning modalities helps people retain the
information and grow their own mastery.
The math: Sell 60 products a month for $497 = $357,840 per year.
4. Create a high-tier multi-day seminar.
I don't know if you've noticed but dozens of trainers are now
offering to teach you how to put on event yourself. Many started
out with just 20 or so people and built their empires from
there. That was before they had a big list, joint venture
partners, sponsorships etc. They grew their business from word
of mouth or click by click. When you sell in person and people
resonate with you and your information it's much easier to have
them buy your programs on the spot and then continue to grow
with you as both of you refine your offerings.
Burchard started
with just 28 people paying $2000 each. Today he makes millions
from his events. Burchard recommends that Sally starts small
allowing that anyone can sell 100 seats over the course of a
year.
The math: Sell 100 seats to people paying $1000 over the course
of 12 months = $100,000 per year.
5. Create a high-priced coaching program.
For people who are serious about continuing to further their
knowledge and move toward mastery, coaching programs are ideal.
The most successful coaches create group coaching sessions and
then charge a premium for their individual consulting. One
consultant, who I do joint ventures with. started this way now
charges $25,000 per day for her exclusive attention. But the
majority of her income comes from her events and group coaching
programs that range from the short term ones for $997 to long
term ones of $100,000 per year.
Burchard starts
Sally out modestly.
The math: 15 people in a $2000/month program = $360,000 per
year.
The million dollar math total: Sally's earnings for the year:
$1,005,160!
If this sounds to you like a huge volume of sales and services
to sell and you're doubting that people will pay these prices
remember that those who are serious about succeeding will pay a
premium for knowledge. They value programs that shorten the
learning cycle, save on mistakes, and give short cuts to
overcoming obstacles. They understand that these resources
command serious money. We can all start in Sally's shoes and
eventually move in to Burchard's. By then, as you can well
imagine, his shoes are going to be a much bigger size.
When you purchase the book, The Millionaire Messenger,
you get three big bonuses to go along with it.
Click
here to order your copy today.
Share this with your friends who want to
become experts in their industry - or anyone you think it would
help. We all want to serve and get our gifts out into the world
to help others and you'll be doing your part.
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Susan Harrow, CEO of
http://prsecrets.com, is
a top media coach, marketing strategist and author of
Sell Yourself Without Selling Your Soul® (HarperCollins),
The
Ultimate Guide to Getting Booked on Oprah, and
Get a 6-
Figure Book Advance. Clients include Fortune 500 CEOs, bestselling authors and entrepreneurs who have appeared on
Oprah, 60 Minutes, NPR, and in TIME, USA Today, Parade,
People, O, NY Times, WSJ, and Inc. |
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