How To Choose A Niche For Your Online Coaching Business

1. Welcome - Here's What You Will Learn: What's up, guys, Brian l am so excited to have you inside of the nail your niche online course. And I'm going to walk you through really quickly what you can expect with this course. We're going to tackle for big objectives in this online course. Number one is we're going to nail your platform if you've ever kind of dabbled between writing or creating audio for a podcast or creating videos. I'm gonna show you how to choose the format. It's a best fit for your personality. And then also the platform that you're going to not only post that content on, but also work towards growing a community and growing a following on that platform. Without eyeballs onto your content, you will not make money as a coach. So we're gonna tackle your platform right out of the gate so that you can start creating content and start to build an audience. Now, the second thing we're going to tackle is your avatar. This means the person that you want to serve. I'm going to show you not only how to define that person via a demographic, but I'm also going to show you how to pick the person that you would love to serve. Not only will you love your clients and loved the audience that you build, but you'll be able to use messaging that attracts them in like moths to a light so that when you create content, they realize it is for them. This is critical when it comes to putting your message out there. Objective number three that we're going to tackle is what I call your outcome. What does your coaching program actually do for people? You may not be clear on this or maybe you know, but you hadn't been able to quantify ugly, say, there are three big markets, health, wealth relationships. I'll show you how to pick one and then niche way down to the quantifiable result you deliver and show you how to make your outcome what I call blue. There's a book called Blue Ocean Strategy. And in that book, it talks about creating your own Blue Ocean essentially means creating your own niche instead of competing with everybody else out there. That step is incredibly important. And by the end of that module, you're going to exactly know what your coaching program does and you'll be able to speak to it with confidence also because we're gonna do an assessment of your skills and make sure that you can deliver on that outcome. Number four is all about developing your actual coaching program, what to call it, how many modules to create, what to call them, and putting the content in there. How long should the coaching program B, how much should you charge for? How to talk about it in an offer of that is going to be developed at the very end. We'll put a nice bow on our entire work together. And then you will have essentially all the ingredients that you can then put into your instigate gram content, or your YouTube channel or your podcast or your Facebook group or whatever, you will know exactly what to say, how to position yourself authentically. And we're using all of the tried and true marketing techniques that work to get you clients and customers so that you can grow to six figures as fast as possible. I'm excited that you're here and I look forward to working with you in the program. So let's get started. 2. How Creating Regular Content Now Will Help You Choose Your Niche: Alright, in this video, we're going to go over how creating regular content now will help you choose your niche. And some of you are probably wondering why this section platform is even included in a course on picking your nibs. Like why are we already talking about content creation or publishing or any of that? First of all, to define what we're talking about when we say something like platform, it's really just how and where you're going to publish regular content and engage with your audience. So a platform really traditionally is, It's described as the place it would be published like iTunes as a platform, YouTube as a platform, Facebook as a platform. When I say it, I'm really talking about the type of content you create and where you're going to put it. And this video is going to explain why getting clear on your platform is really important in this big journey of nailing your niche. The next video is going to show you exactly how to choose your platform. So for this video, just sit back and absorb this way of thinking about your platform. So the place where you will be posting regular content and the process of creating it. That is a big part of your day, that is a large part of what you're going to be doing as a coach or an expert, or a content creator or whatever it is you are wanting to be. Like, this matters, this decision. It's going to live on your calendar and more than one way as I'll show you here in a second. So that is one reason why we really want to nail this that platform. It's also the vehicle through which you're going to serve your avatar. John Lee Dumas, entrepreneur on fire podcasts. When he started that podcasts, his whole thing was, I'm going to focus this around someone who's stuck in a nine to five and they need a podcast to listen to about entrepreneurship on their commute. And it's a daily podcasts. And all of his decisions on launching that were, how will my avatar best be served by my content? In one sense, your decision on your platform is going to affect your entire brand. It is literally the way you show up and serve. Like I'm trying to think of an example in the physical world like this would be like a restaurant deciding what type of food they're going to serve. It dramatically impacts things, their entire niche and everything like food, what type of food they serve as a big part of it. This is essentially what you're doing for your online business. Another reason is, you know, it comes down to this idea of format. Platforms are not just a place for something's published, but it's also, we're talking about what you put on there. The format of your content really should fit with your personality. Like if you're an introvert and you like to just write, that is what I would recommend choosing. If you are more outgoing you like being on camera. Video is probably going to be your choice, or if you just love talking. But you don't like the idea of editing videos and putting on clothes or taking showers. Then maybe you want to be an audio person and just record audios. That's primarily what I'm doing now, is focusing on my podcast. And you really do get to choose your format. That's the good news. We'll go over this more in future videos. But one of the reasons why this is in a course about niche is because this whole course is set up for you to be really aligned with your business and to enjoy each part of it and tip for it to be like a great fit for you as a person. And so we do need to talk about where you're going to publish, what type of content are you going to put on there? That's one reason that talking about this is really important in your niche. And then also the platform you choose needs to be a good fit for your format. Of course, if you're an audio person, you need to probably do a podcast video. It could be YouTube, written, written copy, copy works well on Facebook, these are just examples. It's not necessarily what you should do, but you have to think through this a little bit about like, okay, what format do I like? And then what's the best place for me to put that type of format where it works the best. And there's multiple reasons for this, because you need to enjoy the process of, first of all, creating the content. You choose the right format that you could just get up and do. Without resistance, without procrastination. You need to enjoy the process of learning how to get better at that. So like if your format is writing, then you should be always getting better as a writer and hanging out with other writers and taking writing courses and studying copywriting. If you choose video, then you need to master the craft of video. You don't just like just buy a camera and be like, I'm a video expert, I'm just going to start pumping out content now you also would want to further your skills within that format. But also wherever you're gonna publish your content, you should enjoy engaging with your audience in the ways that are a good fit with that platform. If it's Facebook, then you're also going to need to login and check the comments and check the DMZ and reply to everybody. You have to think through. Am I going to run into a snag? Because I personally don't like Facebook. I tried using it as my platform for awhile. I changed my mind, decided I was not going to do that. And life is good now I don't log into Facebook anymore. My assistant repurposes things on Facebook, Instagram, LinkedIn, but I'm not showing up there as a way to engage. And so you have to think about where you would like to engage and then what platform would you like to get better at? So you're not only do you need to get better at your format, but you need to get better at the platform. If you choose YouTube, then it would be smart to spin regular time learning to get better at YouTube. You're literally on YouTube watching videos about how to become a better YouTuber from the people who are doing it better than you. Choosing your method of publishing is very much like getting married. And I think it's really worth it to think this through and make the best choice possible. If you don't, you're basically just going to flip-flop from one format or platform to another. Or you will make what is probably an even worse sin and spread yourself thin across 4567 different platforms like I did. And that's a bad idea. And you'll never really resonate or make a difference if you try to be everywhere, instead of focusing on making one thing really good and driving everyone to one platform. We need to talk through this through because you're going to start publishing content right away. It is part of your niche. Also content creation. Part of this business. You know, you have to do it even if you say like, I'm just going to run paid ads, well, those are content to you have to create videos like the things that work best for paid ads right now are short educational videos with the right copyrighting. The right headline, the right call to action. The right landing page, like everything's content at the end of the day. And it's, so, it's something that if you want to be good at this education industry online, you need to start practicing it right away. But I find that a lot of people are itching to share what they know. I know I was going, I had a lot of stuff that I wanted to teach people. Starting to create content now is going to give you an immediate outlet to do just that, to scratch that itch. I know you want more than that. You want to know your avatar, you want to create your offer, you want to get clients. And those things will come in short order. But it's really important to go ahead and start sharing what you know. Right now. You might be asking yourself, why are we going over this? First? Why would I put this material about content creation, publishing platforms before something like choosing your avatar, which seems like the obvious, obvious first stop. Well, the biggest reason why I did that. We're starting with platform, is actually to discover the answers to those future sections of this course, to the avatar and the outcome portion. So like, who are you going to serve? What outcome you're going to create for them? This content creation is going to produce those answers. So out of all the clients I've worked with, I've noticed that probably around 20% of them discover the answers through the worksheets and exercise I provide in combination with regular content creation. So sometimes people are just two undecided. They just want to teach on so many things and going through exercises and answering questions and filling out worksheets doesn't get them all the way to the finish line on deciding what they want to do. And I often notice that these are the people with the most wisdom to share, ironically. And some of them are wildly successful. There's so much in their brain that they've never unpacked. And it just feels really hard for them to pick one thing to start with and they just can't do it. And so when you But you can't remain undecided and vague. Because otherwise you're basically creating massive uphill battle for yourself in this business. You cannot go out there and just say, I'm a coach and I help you with your life for whatever. You have to be specific. We're going to go over that a lot in this course. I'm going to really stress the importance of being specific. And so some of you might be thinking like, well, okay, So you want me to create content to find out who my avatar is, Bryan? How am I supposed to do that if I don't know who it is yet. The truth is in the beginning, there are no rules. I just want you to sit down and write or turn on the mic or your video. And tar, that is all I want you to do. The point is, is we're going to look for clues in the things you naturally gravitate towards talking about in your content creation. If you thought you wanted to coach people on fitness. But all your videos happened to be about mindset. Then we're getting signals from that. Creating a program on fitness might not be good for you. Might just be something you think you have to do because you know a lot about it, but you actually aren't really that interested in anymore. And sometimes we can pair what you're talking about in your content with the answers you're gonna get from the exercises I'll have you go through and they avatar and outcome sections to really have hard evidence that, all right, we're in the right space. This is the right niche for you. Another thing I want to touch upon is people worrying about just sucking or turning on the camera and blubbering. I know some of you are already cringing at the suggestion that you do that. I paid for a course, it's going to tell me to do that. Oh great, Here we go. Why don't want you to worry about coming across as unfocused. I don't want you to worry about your content being terrible. Because first of all, there's really no better time for you to suck or have an unclear message. Because let's be honest, no one but your spouse and your mom are listening to you anyways. No offense, but everybody starts out with the smallest audience and the least amount of eyes. If there was ever a time to not be great at this or to not be clear, to be unsure. It's at the beginning. I love this quote from Garrett white. He's a successful guy. I've seen him speak on stage multiple times. He says, no matter what you do in the beginning, it's going to suck because you suck. But as you get better, but you'll get better and you'll suck less. As you keep doing this. Eventually you'll suck so little. You'll actually be good. So you'll be clear on your avatar, what you do for them. Soon. It may not happen today, but it'll happen soon. Like it really shouldn't take more than 30 days or less. Even with a very deep dive kind of immersive experience like this course is to comprehensively make the best decision for you. When you couple of content creation with the rest of this course, It's going to become clear. It's going to come into focus very soon for you. If you follow the recommendations, then the content that content that you've been creating on a regular basis. Immediately just going to become sharp and focused because all of a sudden you're turning on the camera. You're talking directly to Bob, who's a 38 year-old person stuck in a nine to five and wants to create financial freedom or whoever your avatar is and what they want. Boom, you will be talking right to them. You could even delete the old unfocused episodes. Or there are pieces of content that you published. If you want to. As an analogy, I want you to think about if you wanted to get healthy, you could do an exercise routine and that might go a long way towards getting you healthy. But if you not through, but if you throw in a healthy meal plan on top of an exercise routine, you would greatly increase your chances of becoming healthy. Like the two really go hand in hand towards the ultimate goal of health. That's what we're doing here when we throw in immediate content creation to the recipe, you're basically further ensuring your chances of nailing your niche. And that is what we want as the outcome of this course. I found my niche through content creation myself. Actually. I got into coaching, as you know from the video on my story, the real estate space. But I had no idea what I was doing. I actually knew how to wholesale houses, how to fix and flip houses. I had a bunch of rental properties inside, knew how to do that. And I always just sort of like, yeah, coat john, whatever. But I started a podcast. And luckily I did that. I think it was Russell Brunson who said you need to publish to find your voice. And I said, Okay, well, start a podcast. You know what? Honestly, it took me about 50 episodes to see that I much more enjoyed talking about the whole passive income angle of helping nine to fivers escape and hit financial freedom. Once I, once I found myself just speaking to them and talking about that piece of real estate all the time. That moves through the podcasts. I remember it when the shift happened. That was when I pivoted and really focused on the part that I was passionate about that I wanted to focus on. And so if you're nervous about content creation, you shouldn't worry because the funny part is you don't even have to publish the first handful of content pieces. So my first 20 podcast episodes, I actually never published. I just took my own advice, like I'm giving you and I, what I did is I bought a little lapel mic, which means it clips to your shirt. And it plugged into my iPhone. And I got this little audio recording app. And I drove around my neighborhood just rambling Basically 20 episodes. I should probably dig those up, sell them to you so you can laugh really hard because they are bad. Like I would ramble and talk about whatever I wanted to. I remember there was times where there would be literally two or three full minutes of silence because I didn't know what to say. I didn't publish them because they sucked and I just needed a practice. And so you don't have to even published this stuff. But I want you to create it and see what clues you get from it. And you're welcome to send this stuff to me. If you want me to take a look at it too, we can put our heads together and see what are we, what can we derive from the things that you find yourself naturally wanting to gravitate towards talking about. Sometimes people write niche, the one that's like the best fit for them is like under the surface somewhere and it's not clear and they haven't even considered as an option. But if you just give yourself the freedom to create openly with no rules, then you will possibly stumbled upon that. And you don't know how much time and energy and years of going down the wrong road that could possibly save you. So I really want you to couple content creation in, starting right now with whatever else you're doing. That is why I put this first. And that is why I want to go into that in the next videos so that we really nail that and then you can go ahead and start doing that ongoing. Also, it gets a lot easier over time. By the time I was at 50 or 60 episodes, I also remembered a shift in my confidence and I could just turn the mic on and I could talk really easily and I barely had to prepare. And so it does get easier and easier. It does get easier. Everyone has a fear of putting themselves out there in the beginning, all the coaching programs I've been in, I've seen this or one of them I was in there. We're asking people to publish on their personal Facebook profiles and people are sensitive about that. It's like, well, what will my friends or family think? Who am I to act like I know something that can help someone? It's really common to have resistance around this. And the truth is, it's just something you have to do and then you'll get over it. It's really like I'm asking someone out for the first time. I remember how terrified I was in middle school or the first time ever jumped off the high dive at the local swimming pool? The first time I skied when I was like ten or 11 years old and I remember just having to trust that this is kind of workout. You think about all those nervous moments that you probably remember in your life where you had to do some for the first time and you really had to rely on courage because you had no skill. Will. If you've been waiting to publish and share your voice and create content, you're probably just procrastinating due to fear. You might be at least maybe you just need clarity on your niche, but you might just be procrastinating a bit out of fear. Adding in regular content creation into your routine is one of the best things you can do to fuel your personal growth and to bring your business into folk. So it really kills two birds because you grow as a person. And the business that you want to grow, the who you serve, what you want to do. Four, on the topics you want to talk about. All that comes into focus at the same time. Really publishing because it gets you out of your comfort zone because it unpacks what's in your head. It's like putting our efforts on steroids. Essentially. Everything we do together is going to be amplified if you take this advice and you start publishing on a regular basis as I'm gonna teach you how to do in this module. That's all for this video. Just wanted to understand how to think about this, why this idea of publishing on a platform is important. So in the next video, we'll actually get into the nitty-gritty on how to choose that platform. So thank you guys for tuning in. I'll see you in the next video. 3. How To Choose Your Content "Format": Alright, in this training, we're going to choose your format. Are you going to be a writer? Are you going to be podcaster? You're going to be video person or whatever you would call that. It's time to decide which format of content is going to work best for you. And that is the point of this training simply to make that decision and make the right decision. And again, audio, video, and written are the three things we're choosing between. And by the end of this video, I'm going to walk you through this process to choose the one that is going to work best for you. I'm going to present every variable for you to consider as well as a scoring exercise to make the best possible decision for you. First, let's start by going over some of the pros and cons of each format. With written. The pros are, it's your most articulate form of expression. If you think about it, there's no other format that you can really sit there and shape and mold like written word. I mean, you can sit there and play with sentences and words for hours and really shape and mold it. Whereas with video or audio, it'd be a lot more difficult. And I guess you could do that. You could just keep editing a video or something, but it's way easier to edit. Something you're riding. Riding ends up being our most articulate form of expression. It's like that is exactly how I wanted to say XYZ. If that was your goal, you would want to write it down. Also, some people don't want to watch a video. I know there's a lot of times where I click on a blog post and if there's only a video, I'll just skip over it because I'm not in the right place to play aloud video or I just don't feel like sitting through it. I want to skim through the writing to get to the point of what they're saying. Also, you can create written word without opening your mouth, without getting dressed. You can do it up at the coffee shop. Whereas where I love to work. Whereas I mean you can film audio or video there, but not my style. Also, books set you apart. Books are part of the written form of content. Of course, if you go into books, I mean, there's a bit of a barrier there of finishing a book, getting it published, and all the things that go into that I've done it before and there's definitely a lot more legwork. And so when someone sees you have a book, it definitely gives you an enhanced credibility versus just I have a YouTube channel or something like that. The cons of writing are written is one is it's harder to repurpose. You can't really, I mean, you can pull quotes and things out of writing. But it's not nearly as repaired, purchasable as something like video as we'll go into also people, your clients, your prospects, your audience cannot consume writing your writing while doing other things. So they cannot multitask and be writing and doing other things the same time. That's important. Now video pros are it is the most repurposed. You can literally shoot a video and strip the audio out and make it a podcast and even get it transcribed into a blog post. So there's nothing more. There is nothing more than video that you can really work with in multiple ways. Video, It's a great way for people to see what your like. There's a lot people can learn by seeing your face and body language and mannerisms and stuff like that. So there's a reason why we connect on Zoom and FaceTime and all that is more of a real connection than just audio or written. The cons of video are it requires more stuff. You got to get a camera and you got to get him Mike. You need more prep time and setup. You need empty room and a quiet house and maybe a little bit of a backdrop and you have to do your hair and put a shirt on. If that's maybe you don't. But most people prefer to look presentable before they sit down and record a video. Also, video can't really be consumed while doing other things. Sometimes I'll put a video on while I'm driving, but I only listened to the audio of it. I just habit in the cup holder or whatever I have it connected to Bluetooth. But think that's rare. Most people are not going to use video for that. For the most part, video. You have to be sitting there present and you can't consume a ball doing other things. The audio with the prose. You don't have to be on camera. Right now. I'm just recording some audio. It's for a training, not for a podcast, but I don't have to look at the camera and I didn't have to comb my hair. Not that I really do that anyways, but it's nice to just sit down and just switch on a microphone. It's more casual and it's easier. With audio. Another pro is that I think people still get a better sense of your personality than they do versus written because I said that written as the most articulate way to express yourself. But it also can take some of the realness out of it. You know, it doesn't like when you listen to someone's voice, there's all the awkward stuff and as an OS and the tone of the voice. And so it's more of a connection, just like talking to a bunch of your friends on the phone. You're gonna connect with them much better than texting each other. In texting and writing aren't really apples to apples because nobody writes Long, long text messages really fully express themselves. Nobody wants to get that either at least for the most part. But I think you get my drift. Then for some people like me, audio is the quickest format to create. It's real easy for me to sit down and record like for podcasts all in one day and then drip them out over a month. And it makes content creation really easy versus writing for long copy posts or something like that. Also, I think this is the biggest thing to consider is why he kept talking about it is audio is the one format that can be attuned while doing other stuff. You think about. You want to think about your ideal client. And obviously we're gonna get into that in the next module. But if you have some idea of them and maybe you were them at some point, you picture them consuming your content and what's gonna work best for them, right? And I know my, my past, I loved podcasts because I was working and I was go into the gym and I was sitting in rush hour traffic and like podcasts allowed me to keep learning while I was doing other things, walking the dog, doing all my responsibilities, I could still learn and I think that audio has a huge advantage. And me, people can even listen to a podcast in the shower, but they can't read or watch videos in the shower, at least not yet. Maybe they're going to start putting flat screens and showers. But for the meantime, I know people that listened to podcasts in the shower and they just blast the audio. And so audio can really be consumed in a while doing tons of other stuff into me in this multitasking kind of society that we're in. I think that's huge. Now the cons of audio are, is it does require a good microphone. There is more setup involved as if because if you pick Audio, I mean, you're likely going to be doing a podcast. I don't personally know of another type of publishing using audio where you don't use a podcast but you publish audio files somewhere. Like, I think that would probably be a mistake to try to do something other than a podcast just because when people think audio, that's what they think. So the reason I put that as just podcasts are a little bit more involved. You get a hosting service, you upload files to there, you added them, you have an intro outro, and then you get your artwork done. It's really not that hard for my current podcasts. I created the artwork and all that and even pay anyone to do it. It was easier to use Canva. But it's not just like it's not as obvious as it is to post something on Instagram or YouTube. To go and do a podcast. There's a bit more legwork involved. However, I don't want you to get too hung up on the pros and cons. I just wanted to go over those so you could understand them. They will help you make your decision. But there are more important variables I want you to consider. Because we want to uncover the format that is the best fit for you, which means you enjoy it and it comes easily to you because that's the thing that you're most likely to do. Consistently. Your format, the type of format you choose, it also should fit with your personality. Writing usually is a better fit for someone who is introverted and doesn't really want to show up on camera or talk all the time. Video can be a good fit for people with lots of energy that are extroverts that really want to connect. Audio can be good for people that love talking, but don't so much love being on camera. And so this is the stuff that I don't think you need these other coaching programs talk about, they just tell you, oh, you got to go live on Facebook or something. And then 20% of the people in the program who hate the idea of doing that every day. And it's not because they're scared, they just it just doesn't fit with their personalities. Same reason they wouldn't want to go to a social. Event every day or something. They're not going to thrive in a program that puts people like pigeonholes them into one thing. So that's why this program is helping you decide what's gonna work best for you. And then you can go out and buy a course or get training on how to become great at that, because that's what you want to do. If you pick writing, you better go all in and become a great writer. You pick video, you better learn to master video, same with audio. So it's important because you can succeed with any of these. You need to pick the one that you want to do with longevity. Then also the platform that you're going to pick must be a good fit for your format. And we'll go into that more in future videos. But glance, you know, it audio is going to be a podcast. Videos might be YouTube, or it could be Instagram and written. That can go. And a lot of places like Facebook is a great place to post long copy stuff. You could just decide to be an author and write books. It really comes down to what platform is gonna be a great fit for your format. But don't worry about that too much because we're gonna go into that in future videos. Right now we need to pick your format. What we're going to do to accomplish that as we're going to do a scoring exercise, which will hone in on the format that's gonna be the best one for you. And what we're gonna do is rate each of the formats, audio, video written based upon a series of statements. You're going to rate each statement that I gave you from one to 101 being the least true, and ten being the most true. Right now I want you to pause the video. Will actually wait 1 second. Once I'm done with this, pause the video and then use the link in the description below to access the Google sheet where you will fill in your answers. And that's what the sheet looks like as little image. You may need to click Open With Google Sheets initially at the top center of the screen so that you can edit it. And then you're going to need to click File and make a copy. Be able to actually edit it because the link I gave you is just a view only like all the links I'll give you. You need to make your own copy so that my copies don't get edited. So go ahead and pause the video and make sure you can open that Google Sheet and edit it. All right, cool. I hope you are able to make that work. And now let's move on to filling it out. All the statements that I'm going to give you in a second are already on the sheet. I want you to fill in your numbers based upon how true each statement is that spreadsheet's going to automatically total all your scores in the yellow column. So don't put anything in the yellow column because there's a formula in there that adds the other three together for you. You're ready. All right, Let's fill in spreadsheets. You can go over to your spreadsheet and go through each statement and score it one to ten based upon how true each one is for you. The first statement is this format sounds really fun to me. The second one, creating in this format would give me a ton of energy. Three, creating this format would not leave me feeling drained at the end of the day for creating this format comes naturally to me. And five, I can see myself waking up and making content in this format with enthusiasm for at least three years consistently. Very, very important question. And so if you haven't finished that, go ahead and pause this and fill in your answers for each of the statements right now. I hope you are able to fill everything in. So now it's time to see what we came up with. The spreadsheet should have totaled everything up for you. And you're likely going to have one format that scored higher than the other two. And that's the format that I recommend moving forward width. If for some reason, like if writ written as your number one, but he just feels off to you. Once you to honor that, I want you to take some time to journal on why it feels off. Redo the scorecard again if necessary. And try to make sure that each answer is accurate. Make sure that when you filled it in, you weren't filling it in based upon how you thought other people would want you to answer it or what you should put in there. But what's actually true for you? That's the only way you're going to arrive at your truth. Not just for choosing your format, but for every single thing we're gonna do in this entire course, you need to just be brutally honest. Nobody's watching. What do you really want? That's what we're after with this course and that's what we're after. Width your format. If you're still jammed up about your format decision, you always have me that you can reach out to. If two different formats score very closely to one another, then I recommend picking the one that will be the easiest for you to complete. The reason for that being is, if it's easy, then you will just be more likely to get up and do it. I struggled with this decision a bit myself honestly, because I have some skill and writing. I've written a book and I know how to write. Audio is really easy and fun for me. Video, it's not a big deal either. It's, it's highly repurposing. But ultimately I settled on audio is my primary focus, really because it's fun and it's easy. Although I do film myself recording those audios for the podcasts and I record, I repurpose those videos. I wouldn't worry about repurposing yet because there's really not as much value to being everywhere as people think. In the next video, I'm going to unpack exactly why that is. But for now, I want you to pick the format you're going to create your content in. Now that we've decided between audio, video, and written, it is time to decide where we're going to post this content. Before we do that, we need to go over why it's vital that you just start with one platform versus trying to be everywhere. It's a huge mistake people make. Once you've picked your format. Once you've filled it in, inside of the blueprint that I've given you. You've checked that box off. Then let's move on to the next video and let's dive into why you just need to pick one platform. I will see you in the training. 4. Why You Must Choose Just ONE Platform: All right, So you've chosen your format and you're ready to choose your platform. Before we do that, I want to take a quick detour and help you avoid one of the most common mistakes, which is trying to be on a bunch of different platforms. And you've probably either done this, seeing other people do it. And it's one of the biggest reasons that people are not able to really gain traction anywhere. We're just going to spend a little time going into the importance of being really focused it on one platform. So you understand that. And then we will move on in the next video to actually choose your platform. So I'm good. Y1. Let's spend a little time understanding why I'm asking you to make this decision. It might feel a bit big like wow, I really have to just pick one thing. Let me explain how that has come to be part of this course. Why am I asking you to put all your focus on just one platform? When I first started, I made the common mistake of trying to do all three types of format and publish them in six different platforms. So writing audio, video, putting it everywhere. And I didn't really enjoy most of them. I was even making custom pieces of content for Instagram Stories and then other pieces that just went on LinkedIn or YouTube. It wasn't fun and it took tons and tons of hours to do really, most of those platforms weren't really growing. You post something and you get like two likes on it or something like that. And when that happens, it can be discouraging. When it comes to growing in education, business. And then I would often give up on efforts that I didn't like, like Instagram stories. And I'd switch to something new. That starting and stopping was basically just wasting a ton of my time and energy and I was not getting anywhere. Luckily for me, my podcast took off and started to bring me clients. Now, I mean, it took like 2.5 years of posting or publishing a podcast episode once or twice a week. So it wasn't like he just took off it took off over the long haul. I never did anything to focus on growing it. I just showed up consistently and it worked over time. And in hindsight, I'm like, Wow, what if I would have actually gotten a course on podcasting or set goals around growing the listenership, that it could be ten or a 100 times where it is today. But the ironic part, or maybe it's not about my podcast taking off is that that was my favorite platform to create on. I liked recording the audio. It was also my favorite to consume on me personally, I liked to podcasts. It's more than any other type of digital content. That can be a bit of a clue that we will go into on what platform you might like to choose. It could be the same one that you personally enjoy spending time on the most. But the people who are doing really well. They started out by focusing on just one publishing strategy and they grew their reach in that place, on that platform. You need to do that as well. The Internet is way too crowded for you to be heard easily. You can't just fight your way in easily when there's lots and lots of other competition that are really taking up 90 something In percent of the market share of sales in whatever niche you're gonna choose. You really need to relentlessly focus in order to have a much easier time of making of actually seeing results. When it comes to your platform, like where you're going to publish the format that you decided on. I want you to just choose one. Doesn't mean you always have to be on that one. But you cannot move on from it until you've mastered it, until you've delegated it. Not only do you need to do that to focus on just one platform, but you're also going to need to have a really sharp and unique offer as well to sell a unique message. And we're going to accomplish that in this program. So don't worry, but I just threw this slide in here to reiterate how important it is that you're really, really sharp and focused. Immediately. It doesn't, it doesn't affect just this platform decision, but really everything that we do. If we're trying to have a chance of breaking into the crowded online space. People are manually creating content for a bunch of different platforms. They're like saying, okay, well, stories are working good on Instagram and I got to make. A video for YouTube, and I'll make a different one for IGTV that takes tons of time. And they posted everywhere and then they log in and check all those places and they may try to reply to the comments and they like stuff and all that. But they're not really intentionally doing anything to grow those platforms are sort of just like it's like a shotgun blast approach and just seeing what sticks. That's not, it doesn't work. You end up becoming, Russell Brunson says you want to become a producer of content, not a consumer of content. He produces loads of content, but consumes only ten minutes a day. And he's just looking and seeing what the other top players in the industry are doing. If you get on every platform where you post and you go check every single one, what happens is you end up becoming a consumer of content instead of a producer, you get hooked into somebody else's posts and now you're reading all the comments and you're really not doing anything to grow your business. At that rate, you'll literally be a 100 deathbed by the time anyone discovers u. And here's your message. And I don't think you want that. I think you have some big emission on your heart that you want to share with the world. And you understand how much getting that out can have a positive impact on the lives of other people. And ripple effect across everyone that they know and then they touch what you do really matters. And so getting your message out there is vital to the world while you're still alive and healthy and you can do that. And you cannot afford to be scattered if you want to succeed and if you want people to actually hear you, you need to start out by being focused. I post content on multiple platforms. So am I being a complete hypocrite? Well, my assistant does 99% of that for me. And I don't log into or check the other platforms. So I record a podcast episode, I talk into a mic, videos on, and she takes the audio, outputs it on the podcast. She takes the video, puts it on all the different places where you could put video, puts it on the blog, emails, the list, all that stuff. It just happens automatically. But just because she's posting stuff for me on Instagram or LinkedIn or Facebook. It doesn't really mean that much is happening there. It doesn't really mean that those audiences growing or becoming more engaged, which if that's not happening, It's not making that big of a difference. What I'm doing is really just a long-term play on all those other platforms. It's not a valuable enough use of your time to even set that up yet had been in education industry for the better part of a decade now. And of course I've got that setup by now because at some point I'm gonna get to it and delegate that off. But as far as the most potent actions that you can take to get a foothold, I would not worry about repurposing yet. The reason for that is because just putting something on a platform, posting a video or whatever, that alone does not grow your audience. I know that you can use hashtags and occasionally something can gain some traction or whatever. But that's never happened to me. I don't know how often that really happens to people where they post something on their personal profile and it just completely blows up. I know you can post them like Facebook groups and sometimes your posts will blow up, but the impact that you get from that is pretty minimal. You know what? You're going to get some people friend requesting you or something. It's not a huge thing and it ends up being a distraction. You need to be publishing content. But you also need to do other strategies, other actions that get more eyes on that content. Once you've gone through this course and you've established the whole foundation for your business. You're going to have an attraction strategy. You're not just going to produce content to your existing audience, your existing list. Part of your approach needs to be to grow that list it every day. Are you going to do? We'll go over some examples here in a second, but that's a big piece that people are missing. Instead, they don't try to grow any platforms. They just try to be on all the platforms. And that's a really slow growth strategy. Examples of what you would do to grow a platform might be like interviewing other influencers in your space. So if you have a podcast, you interview other people who are podcasters and then you asked him to share it with their audience wants the interview goes live, and then all those people find out about you. That's a way to tap into other people's traffic. If you Choose Instagram. You could do a live Q&A and bring on another influencer. And then their audience is going to see that they're live and then they come on and then they end up finding out about you and following you. That's a free and effective way to grow on any platform, is to do collaborations with other people who already have like at least the same size or a little bit bigger following the new, you're not gonna be able to get Tony Robbins, but you can get people that are beginner intermediate players that have their own set of following. And you share and commingle audiences and you both grow together, their audience finds out about you and vice versa. That's an effective way. But imagine trying to do that for like five different platforms. Like it makes no sense. You would, you'd win the race versus someone who is trying to do that if you just focused on one. There's another way of doing that which is like going through on a platform and manually friend requesting people are following new people or sending out connection requests. Like if you're on LinkedIn, liking and commenting, sending people DMs, kind of just getting known because each platform has its own little, little online party where people are hanging out. And there's different themes to it. Like LinkedIn is more of like a networking party. Facebook's more like what's kind of become networking if you're in the coaching space, but you're basically showing up to a networking event that's online and it's 247. This strategy is like going around the event. Shaken hands, getting denote people, asking them about what they do. That's essentially it's, it's a lot of work, but it works. But you need to be doing that instead of just posting a piece of content if you want anything to really pick up for you on that platform. And so again, you can't be doing that five different places. You'll go crazy. You won't have time for anything else. You won't even have time to create your products or promote your products or help your existing clients or anything. You'll just be able to rounding on social media, getting nowhere. Or another thing would be running paid advertising to grow your exposure, It's great strategy. It's considered the fastest strategy. And you need to learn how to do that and how to liquidate your ad costs. So you're not just burning cash, of course. But let's say you picked YouTube is your platform. Well then you need to learn how to run paid advertising on YouTube, which is complex in and of itself. If your time spent mastering that, that's where your time should be. You master the paid to grow your exposure and then you put content on the channel and you promote your products and it's real simple. You also grow your e-mail list. You know, like that's something that no matter what you do, your e-mail list will be part of it. We'll go over that in the next video, just so you're clear on how to sort all that out in your mind. But, you know, even just running paid ads like it's different on each platform. It's a whole different back-end software setup. You're going for different audiences and demographics and cost per lead and trying to master Facebook and Instagram and LinkedIn and YouTube ads and whatever else there is that I'm forgetting all at the same time. It makes no sense. I hope you are getting my drift with why you can't really try to be everywhere if you want to be successful. The old days, that if you build it they will come, is unfortunately not true. When it comes to this online education business, you end up with an abandoned building with rats and lots of crickets in the background. Since you cannot effectively do growth strategies on a bunch of different platforms all at once. Being on, just being on multiple platforms, I've found can actually work against you. When you sit down to work. Just the knowledge that you're on all those platforms and that you have posted something somewhere that takes up your headspace. Just like a computer with a bunch of windows open, it runs slower. You will feel the urge to check those platforms login or plot of the commas and the DMZ. Like I said, you'll start seeing other people's content and you'll basically get sucked in. Then your focus will quickly get diluted, which is a huge problem. If you let your focus get diluted during any of the time you're building your business in this entire course and everything that comes after it, your progress will slow down or even come to a halt. There's plenty of people in the education space that you probably look up to who don't even have a profile on multiple of the biggest platforms. And yet they make millions of dollars per month. I want you to actually let that sink in for a second. How is that possible? Sam ovens or somebody like that is not even he just gave up posting content altogether. Like in the last year or two, and still makes seven figures a month. And it's all from running ads to like video sales letters, I think. So. That's the power of focus illustrated right in front of your eyes. If that's good enough for him, then why in the **** would you you need to jump on clubhouse when you're already trying to make five other platforms work. Go the opposite direction, eliminate platforms, get really focused. I can't tell you how many very successful people have told me this advice. I've spent, like I said, in this six-figure range, figuring out the education business. I've gotten to rub shoulders with Russell Brunson and Brandon Bouchard. But in some of the best masterminds, they all say that this is the secret. So don't, don't look at what you think other people are doing. Listen to the best minds in the game that should be proved to you that focus really works. Another huge reason to focus is the truth is, I mean, when you want to enjoy your workday, I personally find that you cannot have a relaxed and focus workday if you do not keep it simple. Overwhelm is one of the biggest causes of stress. And know that you've had days where you're working on your business and you just feel overwhelmed. When you notice overwhelmed. That is a signal that you're trying to do too much. Overwhelm equals lack of focus. Overwhelmed does not happen to us even though we feel like it does and we blame. We say things like I'm so busy. The truth is we caused that by trying to take on a million different things. So please avoid overwhelm at all costs because if you have workdays that are anxious and unfocused and unproductive. How long do you think you're really going to be able to last in this game? Seeing progress is one of the biggest motivators to keep going. But what about the gurus? They're all clearly doing well on multiple platforms. One thing to understand about them is that they have a team and they have systems in place to grow and manage each platform. So they master Instagram and they create a big backlog of content. And they have someone that posts it, and they have somebody that's running the ads and they have somebody that's actually replying to the comments and working the DMs. It's a big system. It's really mastered and it's been properly delegated, that is possible. And that is where you should try to get to, at least on a smaller, you don't have to have the team that they have, but you should have your version of that where it's like, wow, this is really growing. It's working. It's bringing me clients. And I can hand this off to somebody and it's still going to grow and it's still going to actually bring in Leeds. Like that's the only time you should delegate it and you can't. You need to focus on one and mastered and delegate instead of focus on five and have no results within the ovum and never get to a place where you can delegate them because that's what they did. They did one at a time, masters at delegated only then do they move on to the next one. Again, this is advice that if you don't believe me, then just take it from all the different people who I have been told this by, who were doing 89 figures in this space. What they've said is for you and anyone who's doing less than a million per year going all in on one thing is the key to your success. It's actually easy to do $1 million a year with just one product, one funnel, one platform. And so the funny thing is, is that this is really a way to have your cake and eat it too. Don't you want a simple and focused workday to grow your business and the fastest way possible to where you see progress being made. You feel gratification, you're being productive. The your audiences growing, your sales are going up, your impact is going up. All of that ironically comes from a stripping things down and getting simple and keeping things focused. And that is the hardest thing for people to do for whatever reason is to avoid that shiny object syndrome. Stay the path that you've decided on for yourself because everything works. And it's more about you staying focused on one thing. Which is why I spend so much time in this course trying to determine what is your one thing like in every area that we're going to cover, what's the most aligned authentic, the best fit for you in this, this, this mess. Because when you get that all lined up, you're way more likely to stay the course. You need to, you need to be focused and you need to be relentless. Months for years. If you really want to have the impact, make the money as you desire. I hope by now you can see that focusing on just one platform to start is the path to getting all of that. Now that we understand that, let's head to the next video. We are going to do a deep dive into choosing your ideal platform. So grab your paper and pen, Be ready. In the next video, we're going to go deep on how to make this decision of where you should hang out, where you should publish your content, where you should grow your following, that you're going to have a lot of fun doing. I'll see you in the video. 5. How To Choose Your Content Platform: Alright, alright, we are ready to make the decision on which platform you're going to choose. So we have decided on your format and we know why you need to pick one format. And we also know why you need to pick one platform, but we have not actually picked that platform. So that's the point of this training, is for you to identify the platform that you're going to focus on. And if you are somebody who has been all over the place about picking a platform, or actually you've just been posting on multiple different platforms trying to grow. And six of them that wants. I hope this course has been a breath of fresh air to say, Hey, not only do you not need to do that and feel scatterbrained all the time, but it's actually hurting your chances of being successful because you can't really grow six things at once. And so in turn, none of them grow. Your workdays are about to be way more clear in focus just from going through this one module of this course. So first I want to revisit exactly what I mean by the word platform. And I want to point out a couple of things. One is that your email list is not what we mean by platform, and neither is your website. So those are assets that you own. You own, like once you get emails on your list, That's traffic that you own and then you can now promote to them, but just posting stuff on your website or emailing your small or nonexistent email list is never going to make an impact. So you do need to get people onto your email list and to your website that is not covered in this course, but that is the next thing for you to start learning and figuring out once you pick your niche is the marketing strategies. You do need to get people into your world to where you own their phone number or email and then you can contact him directly. He got people going to your website, which is basically your storefront. But no one's going to just show up to those places in order to get them there. You have to go where people are already hanging out. That's the philosophy to understand. The major platforms where people are already hanging out at the time of this recording are things like Facebook, Instagram, YouTube, podcasts, LinkedIn. But really I want you to think in terms of just like, Where do I suspect that a lot of my ideal Avatar are hanging out if you're still a bit unclear on the avatar, which you probably are, don't worry, we're going to nail that in the second module of this course, but just, I bet you have some idea of who that type of person might be. Enough to just think about, well, where are they all congregating? That would be a potential place for you to consider. But as you will learn shortly, just because they are congregating, there does not mean that is the platform you would choose. The people who are doing really well, you probably admire and are trying to model. They started out by focusing on one platform and they grew their reach there. They did not start by hopping on to six different places. They had to start all over again with no email list, no name recognition, no money for ads. They would not try to be on LinkedIn and clubhouse, and Instagram and Facebook and going on YouTube and all that stuff, they would never get anywhere. And so it won't work for you either. The Internet is way too crowded right now for you to be hurt easily. I mean, there was some early adopters on certain platforms that maybe had it easier because they were first, but that is, that rarely happens to people and that's not a plan. A plan that works no matter what platform are, what time is one of extreme focus. If I told you already that in the avatar outcomes sections we're going to, I'm gonna show you how to niche down in your offer to create your own category. That's the biggest part of the puzzle, but you also need to focus on one format and one platform in order to share that message. To really have the easiest time possible getting a foothold in this industry, you must focus on making one platform work to start that will be required. Let's think about which platform might be best for the format audio, video, or written that you've already decided upon. For written. Platforms that may be a good fit for that would be Facebook. You can do long copy posts on their LinkedIn. You can post shorter blurbs and then you'd have to link to something like your blog for the rest of it, but that can work. Instagram has commonly used right now for long copy posts. People post a picture and then a long rant about their life and all the stuff they learned or whatever. And so those can be great places for written content, for audio. It's gonna be a podcast as far as I know. And then video, YouTube, Facebook, Instagram, places like that. This is generally what I'm seeing right now as the platforms that are the best fit for these types of content, these formats. But knowing what platforms are the best fit for your format is only helpful in terms of narrowing it down. It's pretty obvious that the platform must fit your format. Like you're not going to, It's writing onto YouTube. You could do that, but I don't think it would work. You also do not need to worry about being on the most popular platform. This is something that people really struggle with. I go out to have beers with people when they're talking to me about how they've tried everything and nothing is working. But now they're on clubhouse or some new platform and then they're optimistic that this might be the thing that turns everything round for them. And I'm like, until that starts working for you, then it's just a feeling there's no data to prove it. Whereas if you look right in front of you, IT people right in front of your eyes. Having great success on all of the major platforms. It's not so much about choosing the hottest and latest thing. Not by any means. It's actually most important that you enjoy doing what it will take to grow the platform of your choice. You want your format to be a good fit for it. And you want your avatar to be hanging out there. But more importantly, you should enjoy the what it's gonna take it to show up and grow platform. If you remember in the last video we spoke about the necessity of intentionally attracting new people into your world. There's activities you will have to do in order to do that, I'm just going to go ahead and go to the future and say, Hey, this is what you're going to experience. And it's more important that you bring new eyes onto your content that you're going to be posting than it is to make more content. Read that sentence again. It's more important that you bring new eyes on your content than it is to make more content. So really, if you chose a podcast, you could do one, a really good episode a week and spend the rest of the week promoting your shell. That's gonna have a much bigger impact in the long run than just publishing more episodes. Same thing with any other platform. That's the piece that most people miss when it comes to marketing. Because they just think they have to go ballistic with content creation. And a lot of their content is really good. It's just that nobody's seeing it. The activities in order to do that, in order to actually bring new eyes to your content, they vary widely by platform, which is why we must understand what those activities are to help us choose the platform. Some platforms like Instagram, those are easier if you loved the idea of just using paid advertising to grow your exposure. Because you can run ads cheaply and you can have people just click on your profile and follow you right there. So you're getting more people seeing your future content for free. Or a platform like a podcast. It's not as commonly promoted via paid ads. People that grow their podcasts often do it via doing a bunch of interviews with other podcasters. That's a really popular way for people to grow their shows. Facebook that might require, you can grow that one with ads as well. It's a little different because you have a limit on how many friends you can have. So you're not really growing your personal Facebook profile with ads you'd be growing. And then Facebook pages are what you use to run the ad. That's the little link that shows the profile. But pages like don't have any reach anymore. And so you would funnel people into a group like Facebook groups is what's working. Then when you have that group. If you think about your day to day and it's commenting, liking going live, getting another group's D, having people like inviting people to join your group, collaborating with other Facebook group owners, test sharing audiences. You have to think forward into what are you going to be doing to grow that platform and do you enjoy it? Does that fit with your personality? Really important? Alongside just picking one? You need to make sure that you're going to like what it takes to grow it. Everything is always changing. By the time you watch this video, the platforms I'm discussing might even be a bit dated and there might be some newer ones gaining traction. Hopefully I'll keep this video updated enough for I won't seem like an old grandpa over here talking about platforms that nobody uses anymore. But that's the reality of the situation as things change really fast. And then some platforms kinda have a platform within the platform, like I just mentioned, instead of Facebook, your platform might be a Facebook group, which right now is working really well. If you don't know what it is that you are going to have to do to grow your audience on the platforms that you're considering. I highly suggest that you find that out before you make that your platform. And that's not the intent of this course, is to go into every single platform that's working today and then go into detail on how you grow it. Because there's not only one way to grow that platform, there's only one great way to grow a YouTube channel or to grow and Instagram following. There's more than one way. It's on you to identify the way that's going to be effective, that works, but also is something that you really enjoy doing over the long haul. Because if you just put a little bit of effort into something for like 306 months and you quit, shift to something else, then you've wasted all that effort on the first thing. I did that for many years and that's how a lot of people just really never find success in the online space because it's way too crowded to be unfocused. You can't be unfocused. How do you avoid it? Well, you make the best decisions from the start so that you can do something with consistency because you like doing it. Do not get married until you know what you're getting into. I really see a lot of overlap between this and making a decision on like getting married to somebody or entering a relationship. Instead of just having no idea what you want and just like playing the field and just being willing to date anybody random, wouldn't it make sense to sit down and really think about who you want, what you want in a partner, what values you want them to have, an interests, and who you might need to be in order to attract that person. And then look for that type of person ahead of time so that, you know what I mean, you'd have a much better chance of that relationship working out over the long haul if you put some intentionality into it upfront. And I'm basically telling you to do that with every decision you make in this entire course. Not just the platform, but all the other stuff we're going to go over is to be intentional about the decisions you make because you're much more likely to have longevity, consistency, passion, excitement, energy for it. And that's the missing thing. That usually causes people to run out of gas or switch their niche or change what they're doing or change their platform and they never get any traction. That's my rant. Whatever you choose, it's going to be work. I want you to choose what will be the most fun for you. There are no rules. This is your business. You get to choose whatever it is you want. What's gonna be the most fun for you. Like we said already, there's proof that everything works, that all the formats and platforms work where all the people are hanging out. You get to choose, you really do. It's still going to be work. What work do you choose to do? In the 95 world, you often don't have that choice. But the great thing about being a digital entrepreneur is you do have that choice exists, but it's still work. If it was just push a button and get a million dollars, everyone would do it. It's not it's still requires work. There's still a significant barrier to entry. If you want to be really successful, you need to choose the work that you are most willing to do on a consistent basis in relation to growing a platform of your choice. So to summarize, the platforms would be a great fit for your format and the work it will take to grow that platform should be something that you enjoy doing. In a moment, we're going to do another scorecard exercise, just like we've already done in this course. For the format. We're gonna do it again to uncover the best platform for you based upon the above criteria. But if you are an audio file, if your format is audio, I want to talk to you for 1 second. Because your platform is likely to be a podcast by default. You might know of another place people are hanging out listening to just audio files. But I don't know of anything that it comes even close to podcasts. I want to say what? I want to explain what podcasts are, because most people listen to podcasts on iTunes, which is Apple's app. I think the app is actually called podcasts. It's now instead of iTunes. That's the number one place where podcasts are listened to, especially if you have an iPhone, but iTunes or the podcasts app that is not representative of all podcasts or the term podcasts as a whole. Google Podcasts, Spotify and even audible as well as like five or ten other places are also places where people listened to podcasts. The way it works is you host the file, your audio file, with a company like I use a company called libs sin LIB West SYN. That's where I got this screenshot from. I host the file on their website and then this is like you can, this is once you're logged in, you'll see this. I can select all the places where I want it to push it out, push it out to Android users, to iPhone users. And so I think that would be like the Google Podcasts SAP and then the iTunes podcast app. And then as you see, it's also going to Spotify, it's going to my web player. There's other places where I can push it out that I don't even have it going to yet like Audible. But that is how it works. I hope that gives you more clarity onto what a podcast actually is. You're really just uploading a file to a hosting site. And it blasts it out to all these different places where people listened to their podcasts. When you listen to a show, somebody will say, subscribe to this wherever you get your podcasts. You might have heard that before. If you're a podcast listener, your goal is to grow your subscriber ship to your podcast. Wherever that person happens to listen to. If somebody does not have an iPhone, they can't listen on the iTunes or the Apple App for podcasts, they listen on google podcast. You're likely to be a podcast or if your format is audio. But if audio is not your format, then we're going to return back to the niche scorecard and determine what platform will be best for you. And it's the same link you used the last time. I put it down below again. If you need it, I want you to open it. I want you to click the little sheet at the bottom named platform. You'll see I've entered three example platforms into the spreadsheet, but I want you to replace those if you need to, with the top three platforms that you are considering right now, which ones are the best fit for your format. Where you suspect your ideal clients are hanging out. And you could see yourself doing what it would take to grow that platform enthusiastically over time. I want you to put your top three choices in the column headers at the top. Then I would like you to rate each statement just like we did last time. Rate each statement from one to ten on the scorecard with one being the least true and ten being the most true. So please pause this video and go ahead and do this right now. Alright, so I hope you have been able to fill it in. And what have you learned? Do you have a clear winner as to what platform you should move forward with? I hope you do. And there's a chance that a couple of things might have happened if you still feel stuck. One is you could be unclear on the part around what am I going to need to do to grow the platform? I harp on that a lot in this video. And if you still aren't really clear about that, It's gonna be hard for you to get accurate numbers from this scoring exercise. And so in that case, I want you to actually slow down and spend a day or two researching what is working to grow your audience on those top three platforms of your choice. Then I want you to revisit the scorecard and see if your outcome is any different. Another potential scenario is that you have two platforms with very similar scores. And you're having trouble picking between the two. If that is the case for you, I want you to choose the one that you personally enjoy spending time on the most. Which platform do you enjoy personally consuming content on and being on? The reason I suggest that is because you're gonna be spending time on that platform, possibly a good bit of it. The more fun you're having, the more likely you are able to do it consistently and with a good energy. That's it guys. Now that you've picked your format and your platform, you are ready to start creating content. If you've been creating in a different format or publishing on a different platform up until now, it's time to switch over and get laser-focused on what you've decided in this course. If you used to go live on Facebook all the time, but you discovered that you want to start creating audio and launch it podcasts, then you better switchover. Don't worry about trying to do both and maintain the momentum with the Facebook lives. If that's not your ideal format and platform, then it's a waste of time to try to further at any longer and you should go all in on the thing that you're going to love doing. But Brian, I have not decided on who my avatar is or how I will help them. This question is running through your head. If you're still confused as to why I've had you focus on platform first on a course about niche. When you're not clear on what seems like the more fundamental things avatar outcome. Don't worry. Because remember in the first video titled how creating regular content now will help you choose your niche. We went over the power of publishing and why it will help you with everything that you do. You can't stay bottled up with this message that you want to share, that everything is just in your head. It's not going to help you to choose your niche to stay that way. Publishing will help you find your voice. It's helped me constantly find more and more clear levels of my voice a whole time I've been in this education industry. It's always shown me what the next step was for me. And so I want you to start now. It's going to help you hone in on who you want to serve, what you want to help them with, which is the big two decisions we've got to make next. I'd love for you to start creating regular content right away in the format that you have chosen. If you're up for it, go ahead and publish that content on your platform. Don't worry if it's a bit unfocused. Push it out there and do something a bit edgy and see what happens. I promise it won't screw things up in the long run. I don't want you to worry about what's in it. I want you to create based upon what you feel like creating. Again, we're going to use this to give us answers, okay? Whatever's on your heart to say whatever it is you want to preach. Just get it out, turn the camera on or start writing. We'll look at that work later on in this course if we need to, to help you make some of the decisions about who you should serve, what you should help them with. But if you don't want to publish it, that's okay too. I told you the story about me creating 20 podcasts episodes never got published and it helped me a lot. But it's more important that you create it then you actually put it out there. If you don't publish, it's still going to have the benefit of helping us get clues on your avatar, revealing what it is you want to teach them. It's gonna get you more better and more confident at content creation. And it's also going to create a potential backlog of content that you can potentially published in the future. If you write 20 posts and you don't post them, but it helps you, then you can post those if you decide to, you can have 20 weeks of posts. If you do one a week or whatever, you can create a backlog that you can decide whether or not to use down the road. In many ways, I think content creation is like putting in reps at the gym. And it's just every time you do it, it just gets you stronger, more confident, and more clear, more certain. And you need those things in order to be successful in this industry, you really, really do. So the sooner you start, the better. All right guys. Congratulations on choosing your format and your platform. I know it was a bit to digest in just this one module. So pat yourself on the back knowing that you've made the vital decisions that are going to focus your efforts and increase your enjoyment of your business. Those are the things that we want. When you're having fun, your audience is gonna get more value. When they get more value, you make more money, more impact, and you show up more often than in a better space when you're having fun. Right now, you should be able to make a clear statement, whereas you might not have been able to before a clear statement that would say something like, I'm a writer and I post my work on facebook, or I'm a podcaster, or I create videos and I share them on Instagram. Some of you might think about that and be like, wow, this feels really limiting. And if that feels that way, I invite you to consider an alternative perspective because this is going to simplify the way you share your message. This is going to simplify your workdays and your to-do list, and your projects and the tasks and everything. You don't want to wake up and grab your laptop and go up to the coffee shop and try to do ten things at once. You will literally never get anywhere. The more folks to get a better. And just by knowing like, hey, I'm a podcaster. Like it really simplifies things down. If you are a podcaster, then you do not need to worry about Instagram anymore. I promise you that. I know it's a hot platform. I know everyone's there. But if you try to do that in podcasting, you will do none. Now, it is time for us to shift gears and do some deep work on the who, who are we going to serve? You are about to go through an in-depth process in the next module to uncover your ideal avatar. This is the most foundational, most important decision you can make in your entire business. Who is that person you're most called to serve? That is what we're about to reveal in the next module. And once again, remember, be creating regular content alongside the training that you're about to go through for all the reasons we've mentioned. As long as right now you are clear on your format, clear on your platform, and you're creating regular content at least one piece of week, you are cleared to move onto week two, where we will discover your ideal avatar. That's it, guys. I will see you in the next week of this course. Congratulations on making it this far, and let's keep crushing it. 6. Why Choosing The Right Client Avatar Is Critical: What's up, guys? Brian Elwood. And in this training we're going to go over at a high level the importance of choosing the right avatar and y, that means everything to the success of your business. This training is gonna be more philosophical how to think about this decision, why it's important. You don't need to do a lot of action items on the backend of this training, just sit back and absorb this possibly new perspective towards this decision that you may not have heard before, that I believe is absolutely critical to nailing this decision for your business. Let's dive in. The first thing I want to say is that businesses solve problems for people. A lot of times it can be confusing as to what a business is because there's just so many things going on nowadays. But at the end of the day, fundamentally, businesses solve problems for people. And if you think about the most successful businesses that you know and that you probably give money to. Those are the ones that are doing that the best or they're doing it on a really large level. They're solving a problem for millions of people. So they're massive business and we're all glad to give them our money because they make our life better. If the question is regarding your business, what problem you're solving and for whom, because that will fundamentally describe the real value you have and what you do. Then in this section, meaning the avatar section of this training, we are focusing on the for whom part of that question and the outcome part we will focus on what problem are you solving. But we need to start with the end of that question. For whom? Because this is the foundation of everything. And for whatever reason, the online education businesses, business that you're getting into, it is completely riddled with people who cannot answer this question in a clear and concise way. Instead, people just ramble on and on and you ask them what they do. You've probably either done this. I know you've heard other people do it in this space. So what is it you do for people? They just go on and on and on. I help people with their mindset. I helped them with their finances, helped them with their relationships, to help them unblock, blah-blah-blah, like all that stuff. And when someone has a really linked the answer, answer to a question like what do you do that actually shows uncertainty those long answers. It's basically like, I'm not really sure exactly what I do. I'm capable of a lot of stuff. I haven't really picked my niche. And so let me just tell you everything I'm great at. On the other hand, brevity shows certainty. Certainty is very important for being successful in the education space. How are you going to be a liter and with confidence, tell people that you can help them and that they should give you money. If you're not certain about what you do. The portion of this course where we talk about your outcome and your product. I'm going to make sure that you're a 100% certain that what you do is valuable and people need it and you can deliver on it. If you're not that way right now, just get excited for that part of the training because that is going to take all the pressure off of you and you're gonna love it. I won't, I won't go on that tangent. But in terms of just what do you do that type of question, you should be able to say it like I can just say, I help coaches pick their niche. That's what I do. I hope coaches get into the online education space by picking the right niche for them. It's real specific. It's really short. And I'm certain I can do it. And I want you to have that as well. And that's what we're going to have by the end of this section. When you have that level of certainty, brevity, then people are going to remember what you say. In fact, I was just the coffee shop today and a guy asked me, What are you working on today? And I said I'm building an online course and then he started to ask me what I did. When I told him. He lit up like you could see the recognition. You help people get into the online education space. And then he talked about how his wife is a teacher and they're doing some online courses for students abroad or something like that. But you want to have that really short and concise statement about what you do. A lot of people worry that if they niche down that they're going to limit themselves. But it's actually the opposite is true. I'll talk about that in future videos. But you want people to know what you do. Like if someone says, Hey, what is Jeff do for a living? If your name, if your jeff, your friends and your colleagues and your clients should be able to tell them. Jeff, create healthy plant-based meal plans for entrepreneurs or something like that. It's just like really specific. And the cool thing about that is I've gotten referrals that when I added it up, I've turned into tens of thousands in revenue for my business where I could trace it back to me telling someone exactly what I did. I remember one of my coach that I worked with, her name is Eleanor strong, referred me a couple of people. I was like, thank you. And she's like, well, it's really easy to refer somebody to you when you know exactly what you do because that way I thought of you, I'm like, okay, Brian is a person for this part of the puzzle. So people should think about you. When someone they meet someone who has the problem that you solve. A lot of people. If you ask the people around them what is so and so do like they would have no clue. And it's because you're just not clear on it yet. It's not clear in your contact? Again, the person that I remembered what I told him, I ran into another person who needed what I did and connectedness. And that's how I've gotten a bunch of referrals. I want that for you guys as well. But that's honestly just smaller benefit. Like meeting someone at a coffee shop of being clear, it's not even close to being the biggest benefit. The main benefits that I see from getting clear are, you know who you serve, then, you know where to go find that specific type of person online. I mean, like the online world has already been like Facebook groups have gathered people by who they are, what they're interested in, like for you already. But if you don't know who you want to serve, then you don't know what group to show up to that's full of that type of person. Another benefit is like when you get into paid advertising, which is how people really scale education businesses, if that's something that you're interested in. You can go and click and you can target entrepreneurs or people in the military or, you know, like people of a certain age range, or people with certain interests. So knowing who is vital to that. Also, when you turn on the camera to record a piece of content, or if you sit down to write or whatever your preferred format is, which we'll get into that in this course, in the platform section. But when you create a piece of content, you're supposed to be thinking about one person who fit the mold of your ideal Avatar. Just speak to that one person. If your ideal avatar is a girl named Jennifer, then you think about her. You sit down and you record that video as if you're recording it to her. You don't say, hey, Jennifer in it but you know what I mean? When you do that, every person light Kerr will resonate with your content because they can identify with it. So it's really important that you know who you're talking to and you're not just broadly talking to everybody. See this all the time. People don't really know who they're serving. And they just turned on the camera and just start rambling and those people struggled to get a foothold. Your content will resonate with the person because you're calling them out. Like if your avatar is a single moms, then you would open up your videos. If you're a single mom who struggles with having time for yourself and with getting everything done, right. They're single moms who are struggling with that are not going to skip past your video because you're literally entering the voice that's going on in their head, they're saying, Yeah, that's me, that's what I've been struggling with and they're gonna be glued to what you have to say next. You need to know who you're talking to. Because when you make content, you want it to be intentional and you want to have a hook at the beginning. And so you need to know like how to craft that hook people to watch your content. Really important. Clarity on who you serve is absolutely critical. And it's my belief that this course is going to provide that to you in a much deeper and more complete way than any other program that I am aware of. So I'm excited to see the outcome that you get when you go through this course. Being clear about the specific type of person you serve, like we've talked about up to this point, is really only 1.5 of the puzzle. And 1.5 of the benefit that you're gonna get from the avatar portion, clarity is important for all the reasons that. 11 mentioned already. But you also need to like your ideal avatar. It should be that person that you are called to help. It should be a person who gives you energy like if you were going to meet them at a coffee shop, what type of person would you be stoked to go meet? And you just knew you were going to have a really engaged conversation and you aren't going to be bored or you weren't going to have to try to be fake or, you know what I mean? Like we all have a couple of people like that in our life. And for me, it's the entrepreneurs and the online education space. I tend to like them because they have a passion and they're usually really driven and ended up into reading and personal development. And they are passionate about their businesses. And they have like a specific skill set they really haven't mastered. And I just think that's a cool quality in a person. And their real interesting to me and we have the same interests and so they are my clients. I'm in alignment with the people. The people that I serve are the same people that I would want his friends even if I was not in this industry. I want that for you as well because this is the other half of the avatar puzzle that people screw up. I did as well as I'm about to talk about here in a second. But you want someone who honestly thinks like you do has the same values as you don't have to force yourself to like your clients or force yourself to serve a certain person because you'd think you should. This is your business. It's a blank canvas and you get to color it in exactly how you want to. I've spent my whole life telling people that it's your life. You get to build it how you want. That's how I got into real estate and I got passive income so that I could have my freedom. But really, when it comes to setting up your business, it's the same concept. It's your life. You should live it intentionally to be how you want it to be. It's also your business. You should set it up intentionally so that you love it. Because not only is that an obvious thing you should do, but you'll actually be more successful that way because you will move towards the work. How Tony Robbins says, people move towards pleasure and away from pain. Well, that's true. We always do. We're always gonna move towards Netflix and away from going on a run. So you need to set that up to where your business is, a source of pleasure for you, not a source of pain, then you will not need willpower to show up and run it. And picking the right customer to serve is the ultimate foundation of doing that. I also want to say that your customers are going to become a big part of your life. You will get contacted by them all the time. I mean, they're, they're going to be the people commenting on your posts, sending you the emails and messages that people who buy your products. And even more intimately, you're going to be on coaching calls with them on the phone or on Zoom. And there could be some days I know there are for me where you spend more time with your clients than with your own family, with your own friends. I want you to think about that for a second. It's important. We've all had a bad job or we had terrible co-workers that made the job so much worse because you just dread going in and being around those people all day. And your clients are sort of like your coworkers in a sense. And you get to pick them. So if you are going to spend a bunch of time with people and you get to pick them. Why would you not pick who you want to if you're already having confidence issues like, Well, I know who I loved to serve Brian, but I don't really know how I can help that person. Then you're going to love the outcome portion of this course, where I show you how you can help that person in an authentic and genuine way and really deliver value to them. Again, this claim of US spending all your time with your clients. It does depend on how you want to deliver your products. Like you might not be doing coaching calls face-to-face. But There's really no way to completely avoid your customers just to take a little bit of a side tangent here. If you're an absolute hermit who wants to 0 interaction with other people, then you might want to consider a different industry all together. Just to be honest. Before you do that, you know, wanting to avoid them is not usually just assign that you're an introvert Because I'm an introvert too, and I prefer balanced amount of being alone and interacting with people. And for me it's more like 80% by myself, 20% interaction or 9010 or something like that. It's okay like this. You want your business to be that way. But if you are really running from people, it could be a sign that you're in the wrong niche. You're serving the wrong person. If that's happening to you, then this course is tailor-made to fix that issue. So don't worry, you're in good hands. To summarize what you will get from the end of this avatar section. By the end of it, you will not only be clear on who you serve, but they will also be that specific type of person that you want to serve the most with your avatar. We want clarity on who it is and we want alignment with who you want it to be. Most programs that you go through. Maybe focus on just the clarity part. Most of them do not focus on the alignment part. And most of them don't really focus on avatar that much in the first place. They just sort of send you one worksheet to do with ten questions on it and then say, all right, now let's move on to your marketing strategy or whatever. But as I'm about to show you, this avatar decision is really important and you do not want to get it wrong. As you go throughout the journey of being an online educator, you will keep that person, your avatar, at the forefront of your brain. They will be the lighthouse that guides your ship along the way. Or they will be your North star. And the decisions that you make, the strategic decisions you make for your business that you right now are probably thinking you need to make. It actually is going to come from your avatar. What is best for them? This is a big epiphany I had, and I learned it from John Lee Dumas. He's the host of the popular podcasts, entrepreneurs on fire. You guys have probably heard about him before. He does five episodes a week. He used to do seven. Any interviews other really successful entrepreneurs on what are the best things that are allowing them to crush it. The interviews are short, 20 minutes or so. Why am I telling you all this? Well, he chose podcasting because he knew his avatar was someone in the nine to five world who loved podcasts and who had a commute to and from work every day. So obviously they shouldn't be watching video. They need to be watching audio. He also knew they would go to the gym on the way home and they listened to a podcast during their workout or walking the dog when they got home. Then as far as episode length, 20 minutes or so, he found out his average person had about a 20 to 30 minute commute to work. So he made his episodes short and consumable within one drive. I could go on. But John, in his book, taught me the importance of having your avatar really be the basis for all the decisions that you make. As you think about the way he made these decisions, does it not take a little bit of the pressure off your shoulders? Because knowing that you don't need to be the one to come up with what your avatar needs. In fact, if you're not that person, then you're not as qualified to come up with what they need, then they are. I mean, you are likely that you likely were your avatar in the past. We'll talk about that in the upcoming trainings in this section. But you may have moved past that place because you're now teaching the outcome that you've already got for yourself. You might have already forgotten what it's like to be your avatar, even if it was only a couple of years ago for you. It's good to go back and get the answers from them on what they would like best. I hope that gives you a glimpse into how important the cities, into how many answers your avatar can provide you about how to set up your business. And again, if you find that these answers are coming from you instead of them, please fix that asap. This very course, if you are watching now, the idea came from you. I reached out to 75 different people. I asked him, what's your biggest struggle? If you had a course that could give you XYZ, what would it include? So many coaches told me they were struggling to get clients struggling to market and sell their programs. And they have had some awareness grown that it's a niche problem. They can't really decide firmly like who they serve, what they do for them. They're out there, just split these blend messages and they're not really making any. They're not growing or making any difference. Nobody, it's not resonating with anybody. I realized there was a huge need for this course based upon the answers that you and people like yourself gave me. The outcome section, we're going to dive deeper into how your avatar will give you the idea is for your products, I'm going to share a really cool concept with you guys called the grid that I learned from Brandon Bouchard. Also want to point out how you could choose the wrong Avatar. I don't think you will, because I'm gonna guide you through this introduction. But people who choose the wrong avatar, can you see how that basically disrupts the entire engine? Like throws a wrench in everything that we're trying to do here because you're not you're not aligned with that person. You're getting bad information, trying to get the answers from them. I did this one. I got started in coaching. I started as a real estate coach. If you don't know my story, I was successful as an investor and then I switched to real estate coaching for about five years. I just did it because real estate was my background. All my clients were like nine to fivers who wanted financial freedom. I built an audience and I built my podcasts up to 1000 downloads per episode. And then one day I realized that this wasn't who I wanted to serve. And so I had spent all that time building an audience that wasn't that same person who gave me the energy and lit me up and who I wanted to help ongoing. So I want to help you avoid that. And so our goal here in order to do that is to really slow down and to get it right on the first try. And not waste a ton of time and energy going down the wrong path, like I did. A couple of closing thoughts. I want to say that your business is not about you, it is about them. I've seen a lot of people in this space and the different masterminds I've been in. And everybody's just in those private groups just posting about how much money they make. Their only goal is to increase their revenue. They want to make the most money possible for themselves. They focused on themselves and making money. And as a result, I think they actually make less because I don't feel that their clients are being served in the best way possible. Some other reviews and things that they get show that if you look at someone who's really taken it to the upper levels of this industry like Brandon Bouchard. You'll see that he got there by focusing on service of his avatar at the highest level over the years, he's created an entire suite of products that are all really good because I've spent a lot of money on them. They all solve the problems. His avatar told him that they had. And so he focused on service and the success followed. So the more you focus on serving this person better than anyone else, finding out what they need, finding out what will be best for them. The more money you make and the more impact you will have. Also want to say if this feels a bit rigid, that you will have plenty of flexibility within there as well. So you're not just going to be held hostage by the needs of your avatar. You're gonna be able to set your education business up in a way that it provides the solutions your avatar needs, and it provides you with the ideal lifestyle you want as well. Because isn't that really what we all want? We want to make a difference in the world. And we want to live our ideal lifestyle which includes enough time and money to do that. If that's what you want, then it all starts with getting clear on the person that you'd love to serve in the long term and becoming obsessed with serving that person and solving their problems and getting to know them better than anyone else. They just become your guiding light. And then the pressure's off of you. You ask them what they need and you deliver. So I hope that makes things feel a bit lighter for you before we get into the avatar section. But just when it comes to setting up your business overall. So there's no homework here in this training. This was just the philosophy. I hope that's helped you in terms of how to think about this decision. And in the next training, we're going to go ahead and dive into the nitty-gritty of how to choose your ideal avatar. And I will see you in the training. 7. How To Choose Your Client Avatar: You've made it to the training where we're going to choose your avatar. And no pressure, it's only the biggest decision you will ever make for your education business. But there's a process that we're going to follow that will ensure that you make the best possible decision, that you can make. Rest assured you're in good hands. And we're going to nail this decision to the best of our ability that you can move forward. And like I said in the previous video, not change your mind. And then back pedal and flip-flop and waste lots of time and energy going down the wrong road. This training is going to be a bit involved. You're going to need to do some work throughout it, but don't worry, I will guide you through the whole process. By the end of this training and the work that you're going to do, you will have chosen your avatar. We're going to cover a lot in this training. And there's going to be materials along the way. And it's basically going to organize all the information given you and make it easy for you to make a solid decision. So not only will I provide you with a worksheet to fill out, but I'm also going to provide you with a checklist to go back and ensure that you've done everything correctly as prescribed in this training. So if I make a comment like, Oh, your avatar should be this or that, then that's going to be contained in that checklist. So you don't have to remember every single thing that I say. And you'll still be sure to make the best decision possible. What a good outcome would look like. What getting clear on your avatar would look like. It would be simply something like saying what I say. I hope coaches and experts or I helped dads, or I help people with auto-immune conditions. That is all you need right now. You'll spend the rest of your career understanding the person on a deeper level. So all the things that they want are also a moving target to it's impossible to write down some things about them and have those things remain true forever. And you probably don't even know the deep fears and desires and every in and out of your ideal Avatar right now, That's going to come over time via interactions you have with them. Great practice is to do customer interviews. I do I did this for real estate, I do it for helping coaches. And you just say, what? What do you want the most? What's your biggest fear? What's your biggest challenge? What types of products do you wish you could buy? The biggest? Gurus are still doing things like that very frequently so that they can get a better understanding of who their customer is. Some of the things are evolving and it's not something you need to put pressure on yourself to know right now. A lot of programs will actually ask you to go deep on this, even though you don't know it yet. And I think that's crazy. I tried to do that many times over a different training programs that I joined. Like they'd give me this worksheet to fill out. And I felt like I was making it up like, what is the biggest? What keeps your avatar up at night? What do they want more than anything? I was like, I guess they want this. I guess they want that, but like me, like making up what I thought they wanted was not as accurate as it turned out. Asking them. You're going to have a practice of learning this person inside and out. And that's where a lot of the deeper information is going to come from that will inform the products you create, the messages that you put in your content, the headlines you write. All that stuff will actually come from the avatar. We don't need to know all that stuff right now. I hadn't researched or interacted with or interviewed enough of my avatar to understand them on the level that an introductory program was asking me to understand them. And I thought that was crazy. While we're going to get clear on who you serve, we're not going to go deep into their psychology and all that stuff because we simply can't, it's just not realistic. There are two things that every avatar must have. Number one, they must be coachable and have a desire to solve a problem. When I ask people who they loved the serve more than anything, some really common answers that I get are either someone who's coachable or someone who is into personal growth or personal development? Here's the thing about those answers. Are those traits. Those things or a given for your ideal client. If someone was not coachable or they were not into growth, then they're not going to ask for help. They're not going to be listening to what somebody says online. And they're not going to think that they should purchase a program. You probably know people who think that paying for education and knowledge is stupid and they don't ever seek out like best practices for anything. I see personally, I think they're stupid because they're struggling a lot of the time. But those type of people are not gonna be your clients. You shouldn't worry about making sure that people are coachable. That's going to happen. By the way, you talk in your calls to action. You might say, if you're motivated, driven, hungry or not afraid of putting in hard work and you're willing to listen. I have two spots available in my upcoming program. Then in your enrollment sales process, whether you survey people, you ask them questions where you talk to them on the phone, just depending on what product you create. Like, you'll be able to tell if someone is coachable or not. I can tell you from experience that I just don't get on a lot of phone calls with people who are not coachable because why would they reach out to me in the first place if that's what they were like. So the reason I point this out is you understand you don't need to go out and look for people into personal growth or look for people that are coachable. They're more or less going to come to you naturally. The other thing every avatar must have is they must have the means to pay for a solution. Your programs is not going to be free. I'm assuming you're not wanting to start a non-profit. You'll need some higher price stuff in there. Like, I'll go over this when we create your product, but I am going to recommend that you charge in the one-to-five k range for your higher tier programs in order to make any decent money in this business, especially without a huge list are huge following. If you choose a type of person who has no money, does not want to spend any money on a solution, then you're shooting yourself in the foot. I've seen people who will do this. They'll say like my avatar is kids. They'll say like, I want to serve high-school kids who are about to attend college because they want to help them make a career decision or something like that. High schoolers don't have any money and they're not going to cough up cash for your program. So just logically, it would not make sense to try and target them. Your avatar in that case would be their parents, not them. I've also seen people try to sell a program to managers in corporate America or other various positions like engineers or people that have a nine to five. But they want to sell the program, like to help them become a better manager at their job. If free trainings available through their company and they're already working and probably not making as much as they want to. They going are they going to invest thousands of dollars with you in order to learn how to get, just get better at their job. Some might, but most likely most of them will not. Now if you were targeting managers who wanted to start their own management consulting company, that would be different because they'd be more likely to see the value in paying you if you're going to help them make the leap to start their own business where they'd have more freedom. They haven't no ceiling on their income. All that. The overarching point I'm making with this section is like just make it logical, like it should be clear like that, Okay? This person would have the means and the desire to pay for this outcome. Just ensure they would actually pay for a program. And we haven't touched upon the outcome of course, that you're going to create for them. Some of you might be saying like, if I don't know what I'm gonna help them with, how would I know if they're gonna pay for it or not? What I would say to that is, once you have decided on your avatar, which we're doing right now, you'll at least have a vague idea what outcome you want to create for them. Like we're going to sharpen that up a lot in this program. But you should have like vague ideas of generally like the theme or the niche that you want to help them in. You should understand that enough to say yes, they would pay for that. No, they would not make sense. To sum that up, your avatar's should be someone with the desire and the means to pay for a solution to their problem. Moving on from that, let's get into pain and demographics. There's two ways to talk about your avatar, pain based or a demographic based way of doing it. We're going to dive into what I mean by that. Pain base would mean you define your avatar based upon a pain they have, like people with chronic pain would literally labeling them by a pain they have. It doesn't have to be a physical pain of course. But that's just an example. Or it could be demographic based. And that's just some demographic information that identifies them like Dad's just very surface level dad demographic way of describing a person. I want to look at a few examples and let's decide whether their pain based, demographic based, or they can be both. And I hope this helps solidify in your mind the difference between these people suffering from anxiety, that the pain based Demographic or both, that would be a pain based just anyone who's suffering from the pain, that is anxiety. Small business owners who are busy and overwhelmed, which would that be? That would actually be both. Small business owners is a demographic way of identifying someone busy and overwhelmed. That is the pain that they are suffering. People who are overweight. Which would that be? That would be pain based, stressed out. Mom's. That would be both. Moms would be demographic, stressed out would be pain. Whether or not you want to limit the demographic is up to you. You can just go with a pain based Avatar. But there is benefits to limiting the demographic. And the benefit I see is you can exclude people who you would rather not work with. My real estate coaching days, I did not limit my demographic. My clients were nine to fivers. They were investors, realtors, stay at home moms, probably five other things I didn't list here, you name it. They ended up in my coaching program. But I found that my investor clients, the ones that we're already doing some type of investing like they were flipping houses are building the houses are like wholesaling are just some type of business that made them money, but it took up a bunch of their time in the real estate space. They were a lot easier to work with. They had more money to pay me. They took more action. They had a strong positive mindset. They asked a lot less questions and they got a lot more results. In hindsight, I wish I would have spoken directly to investors instead of just anyone who wants to financial freedom, anyone who has that pain of like, I don't have any free time. That's what I spoke to. I attracted everyone with that pain. A lot of people with that pain, we're stuck in a nine to five. In hindsight, if I had limited my demographic, I would've ended up with a lot more ideal clients. And if you love the type of clients you serve, you'll inevitably do a better job of serving them. And if they get better results, it's going to create a win-win for everyone. You're gonna get better testimonials. It's my recommendation that you choose a demographic to serve. And I don't find that overly niche down on the demographics of your avatar is helpful. Just women are entrepreneurs or women entrepreneurs is fine. You don't have to say, like women in their thirties who have one kid and they're an entrepreneur. And they live in the United States. And you know what I mean? Like, you don't need to worry about all that to any degree. Like beyond just what I've listed here? Definitely not at this point. All right, so we're going to spend some time choosing your demographic. Now, if you stumble in this section, or you're like, I cannot choose a demographic yet, do not worry, because there is another method I'll share has actually two more methods. We're going to approach us from a few different angles to arrive at your outcome. The next one I'm gonna share is called choosing a pain based avatar. We're going to go into the pain based side of things next. But I want you to at least attempt to choose your avatar or to define your avatar demographically. And that's what we're going to do. Now, when you do that, I want you to think about that in terms of demographic information. Like if, who would you love to get a beer width, right? If you're thinking about that demographically, you're going to think about, would it be entrepreneurs? Would it be dads? Would it be moms? Would it be military, corporate exacts, immigrants? Like what do you want to choose as your clients? Where you could label them with demographic information. If you run a YouTube ad, you might run ads moan data scale. They're not gonna, you're not gonna be able to select a box that says people who are stressed out and overwhelmed. But you will be able to select like a box that says entrepreneurs or people with a certain income or whatever. It's good to know on a broad level, the demographic that you want to serve, the decision on what demographic you want to serve. I can't stress this enough. It should be holy, authentic, and personal to who you are, what you love to do like when you answer the questions. The whole thing I just said on the previous slide about getting a beer. That's one of the questions in the worksheet we're about to do. And I'm showing you how to answer that question in a demographic way. But I also want you to do it based upon what's authentic to you. And one big thing that can happen is we can say we love a certain type of person, but then we can have a bunch of doubts that we could actually serve that person or that we are worthy of serving them. I want you to place to the side any doubts that you might have about how you will serve this person. This is very common. I've talked to many people and they don't believe they can really serve the person they want to serve because they think that person is like more qualified than them. Like I worked with a client who was a nine to five or and he wanted to work with entrepreneurs and he's like, I want to, they're my favorite people. But how can I do that? Like, I'm not even an entrepreneur and I like worship entrepreneurs and I'm the guy with a nine to five job. How can I serve entrepreneurs? Rest assured that we will develop an outcome that you have complete confidence in. It is your right as a coach or an expert to serve the type of person you love being around with this outcome piece. That is how we get to serve whoever we want to serve is we have to create a realistic promise or offer for that person. And that is what the next section is going to be about. So rest assured, there is an authentic way for you to serve the type of person that you would love to have as a client, even if they scare you a little bit and offer them something that's really valuable, that you are worthy of and that you can deliver on. And I'm just going to tell you to believe in yourself or get a different mindset. I'm gonna show you how to like logically craft an offer that you really can deliver to this person. And it's not a bunch of BS. So don't worry. For me as you know, I love the coach and the expert, and it took me awhile to realize that for whatever reason, but that is my person. That's how I love having his clients. It's also who I love having his friends. When I meet other coaches for a beer in Denver, which I do maybe once a month or so, we immediately start talking about our businesses. That conversation just flows all the way through the night. There's total alignment with what I liked doing and my social life, which is that and what I do in my business because I work with coaches and I helped them with their businesses. You the question it was like, okay, that's cool Brian, you're aligned but you really confident you can help coaches and experts achieve everything that they want. The truth is, of course not. There's plenty of things that coaches and experts need that I cannot help with. I had to choose the thing that I was the most passionate about, but also the most confident in and that was choosing your niche. That was why I created this program, was also what people like yourself told me you need it. But I want you to arrive at the same type of outcome. But for your business, for your avatar and the outcome you're going to create for them. If your favorite type of person is, let's say female entrepreneurs. You can say with certainty like that is the type of person I'd love to go hang out with. Then not only have you defined the demographic of your avatar, which is gonna be wildly helpful with every other decision you make. But you're also setting yourself up to work with the right people, which basically is the foundation of loving your business. Reminded of a quote about people that quit their jobs. And the quote says that people don't quit jobs, they quit people. And if you think about a bad job you've ever had, you probably didn't like the job, but you might have disliked the people there even more. And so this is you, you're creating a job for yourself. Of course, you can make it automated and systemized. But let's be honest. You're not just going to show up. If you're a beginner, you're a one man or one woman show, just like launch this hands-off system that you never have to talk to anyone or do anything. You're gonna have to interact with your clients. But unlike a nine to five where you hate the people so much that you quit the job. In this world, you get to choose the people that are going to be there. You're the boss. So don't choose people that you're gonna end up wanting to quit. Do the opposite. All right, time to do some work. I want you to open the avatar worksheet using the link down below. In it, you're going to see the first section is titled choose your demographic. There's three sections of that worksheet. We're only going to do them one at a time throughout this video. And then I'll tell you when to do the other two. But for now, just do the first section. Pause the video now and answer the questions in that section. Choose your demographic. Pause the video and do this now. All right, I hope that went well for you and gave you some insight onto your demographic. However, if you're just feeling pretty stumped by this and you cannot choose a demographic, then we do have the option of going with a paper-based Avatar. I have a client right now named Thomas, and he helps people heal from auto-immune conditions. Note I said people I didn't say dads are entrepreneurs are moms or whatever. I just said, people. We discussed him down to a certain type of person like a demographic that he would help with auto-immune conditions. But it just did not feel right to him to limit that because he has multiple clients and he likes working with all of them and he just didn't for whatever reason, choosing a demographic wasn't working for him. And so what we did is we niche down his offer instead. Which I recommend doing anyways, is not just being like, I'll help you with auto-immune conditions because it's very competitive, very broad. We'll talk about that in the next section. But he's having success essentially with just a pain based approach. Now I do want to say that when you don't choose a demographic, you'd love to serve, you can end up attracting people who have the pain that you solve. But they're not necessarily the most ideal client. You can just think back to the example with my real estate business. That is a potential risk that you run if you're like, I'm not going to pick a demographic right now, Brian, I'm just going to focus on the pain. I just want to point that out, but at the same time, I don't think that you have to choose a demographic in order to move forward. If you do go with a pain based avatar like people who are in chronic pain, then the outcome that they want that you're going to deliver is obviously going to be get out of chronic pain. If you're saying, I help people break free of chronic pain, what you're really doing there, just so we're clear as you're actually touching on the avatar and the outcome. When you get into a pain based avatar. Like you're saying, both almost with the statement. You're getting into the outcome you create for them because the pain essentially is the opposite of the outcome that they want. Does that make sense? That can be a bit confusing for people who are trying to sort all this out in their minds. So I wanted to point that out also to say that this is normal and it's okay. The outcomes section. If getting people out of chronic pain was your outcome, we would absolutely niche that down and make it more specific. Getting out of chronic pain would just be like the broad thing, like you could broadly say, I help people who are in chronic pain. And then what do you help them with? We're going to get more specific than just get out of chronic pain. But someone who's in chronic pain, that can be your avatar. But it also hints at the outcome. And so I just don't want you to be confused by that. That is normal. That is okay. But I just know from all the work I've done on like Avatar and blah-blah-blah. It's people think I got to choose a demographic, I got to choose an outcome and it gets muddy in their heads. I don't want you to feel overwhelmed and just understand if this is what's confusing you, then that is normal and it will make sense as we go along. If you can't choose a demographic, let's go ahead and dig into choosing a pain based avatar. Since we just acknowledge that going with a pain based avatar will blend with your outcome. We actually need to start discussing the outcome you want to create for people. To do that, we need to dig into your passions as well as your past experiences. When you choose a pain based avatar like people who can't sleep. Like I said, you're hinting at the fact that you're passionate about helping people sleep. So I bet you couldn't sleep at 1 and you are really frustrated and you had that pain and then you solve the problem. And now you want to go and help other people with sleep. You love serving someone with that pain because you have the solution to it. Like I said, in many instances you likely experienced that yourself. It's time to pause again and answer some questions that are going to help you uncover the pain that you want to help people with. Go back to the worksheet that you should already have open the avatar worksheet and go down to section two called Choose your pain and fill it out. Answer the questions in that section. Pause the video, do that right now. All right. I hope that answering the questions in section two was helpful for you. If you're still feeling a little unclear, don't worry. We're going to tile this altogether with a bow at the end. I want to present now to you a third approach to identifying your ideal avatar, and this is called the timeline approach. You might have what you need to clearly define your avatar. But if you're stuck, then this could be what finally breaks you through. And it's called the timeline approach. So for many people, their ideal client is them. But at some point in the past, I almost decided to start this training off by having you look at your own story. Because this is the case for a lot of people and it is the case for me as well. But I didn't because it's not true for everybody. So your ideal client is not necessarily you in the past, but for a lot of people, it's true. For me, for example, I was once a house flipper in an investor, but I wanted to create real passive income and freedom. I kinda had a business that required me to show up and work a lot. A hired coaches and I relentlessly attacked that problem. And I built up a portfolio of rental properties. I got the passive income and the freedom. And then I became a coach and I helped other people create that outcome too. I had a hat of pain, I had a frustration. I fixed it, and then it turned around and helped other people with that same paint. Then after that, I was trying to figure out the expert or the coaching business, like drinking from a firehose, trying to understand this industry and how to get into it. Coaches. I tried everything under the sun. I finally figured out what it takes to have an online education business to make six figures a year into like the business and like every part of it and what I do and be confident in it and have it, give me the lifestyle I wanted and all the things. And now I turn around and help other people who are right at that spot I was at when I was figuring that out. I'm basically looking back at my timeline and a half since I got into coaching. And I've said, Well, what did brian of a handful of years ago want the most and let me help that person get to where I'm at. And then by the time they got there, I was a little further down than it helped him get to the next stage and so on. You can harness that same insight by plotting out your story on a timeline. And so I want you to grab a piece of paper now. I want you to turn it sideways. Then I want you to draw a line from the left side to the right side. And you're going to put little bullet points on that line. From left to right. When you're going to plot out the major turning points of your life. As far back as you can remember, you think about what were the moments where you learn something new, where you had a big shift or change, or you became more and more evolved version of yourself. Like I can think back to different, like a book I read on spirituality. Spirituality that gave me a lot more inner peace. Or a book I read on nutrition that made me a lot healthier. Or like when I read the four-hour workweek and I got a lot more productive and into time management, It's funny, everything kind of links back to reading books for me. Rich Dad, Poor Dad got me into. But like it wasn't just the book. It was the book plus what I did with the information. And I felt like he just made it gave me a leg up in life, evolved and evolved and just keep evolving to levels of just deeper accomplishments and deeper understandings of life. It doesn't have to be physical account or it doesn't have to be about money. This is all what's true for you. Like some people don't care about anything but just deepening their inner peace or something like that. And they're probably going to be like a spirituality coach of some kind. What is your story? If you and I, we're gonna work together one-on-one, that would be one of the things that I would really be curious about. The more you could tell me about your personal story with as much detail as possible. A lot of the times we could find the answers to who you want to serve, what you want to help them with. In that story. If you if you're worried like I don't know, Brian, I don't have much of a story. Well, you've got to do the best with what you've got and also don't sell yourself short. There are things that you've learned and things that and through. And if you feel like you haven't evolved a lot yet and you're just like you have a lot of growing left to do. And in all the major areas of life like yeah, if you haven't figured out relationships or finances or business or whatever, then the truth is like the promise that you're going to end up making the people might be more entry-level. That's just like I call it like it is. It's just like just just talk to what you can actually help people with. When you're plotting your timeline out. Don't start to get discouraged and there's nothing on here I can help people with. There is it might be a more entry-level thing. We'll get into it in the next section. But for now we need to define what you're even gonna do, like who are you going to serve? And so it's often a previous version of yourself. I want you to plot out those major events that you can think of where you evolved or learn something or hit a new level, or how to shift, plot them left to right on the paper linearly like a timeline is written out. Pause the video. If you have not done this yet and go ahead and finish your timeline right now, you don't have any need to go into crazy amounts of detail, just bullet points with a few words. Go ahead and pause the video and do that now. All right. I hope that that exercise gave you some additional insight into who your I DO avatar is. And it may very well have just served as confirmation of the work that we did in the demographic and the pain based sections to be like, Yep, It's the demographic, it's the pain, and it was me in the past. It's just more evidence that you're on the right track if everything is aligning like that. What insights have you gained from doing the timeline exercise? Have you learned anything that is going to further your decision of choosing your avatar? One thing that I would recommend is when you look at the timeline, that you do not choose a version of yourself to serve. It's any more than five years in the past. Choosing something over five years ago has a risk to it and the risk is of it not being fresh or interesting to you anymore. Like things that I figured out over five years ago, like the topics and things that I was studying back then are often not the same ones that I have interest in today. And so I wouldn't really want to be like teaching that because really to be a great coach teacher, expert, you've got to have a passion. The thing you're teaching people about right now, like you're not just teaching it. You're also a researcher and you're a student. And you're being coached. Like, if you are committed, you gotta, you gotta be committed to being the best at the thing that you choose. And you need to choose. Like to help people something with something that's relevant to you. I actually like a shorter timeline in five years is the maximum. But if you can help people solve a problem that you solved for yourself in just the last two or three years. I actually find that's even more potent. And also as you'll learn, when we get into the outcome and the product sections, you're not going to be stuck helping that person with that one thing forever. But you will need to learn to productize the outcomes. That way it can stand alone, like if you create an online course, your own, then that can sell and continue to help people, even as the years pass, as long as you keep it updated. And then you can move on to the things that you're interested in that all see your avatar needs. Just a little bit of foreshadowing into some of the stuff we're gonna get into the future. But I just know for me, one of the reasons I struggled to choose my avatar was that I was just worried that I'd be stuck doing this one thing forever. It turns out that was not true. You need to choose the person you want to serve, but that person has evolving aspirations and you'll get to help them with different things. Over time. When I first got into coaching, I chose a version of myself. That was nearly ten years ago. How do you think that went? The truth is I wasn't really interested in solving that problem anymore. I honestly chose that because I just felt like that was the person that I was the most confident in helping, which is a big pitfall that you can get into. But what that led to is a lack of passion from my business. And as you know, I ultimately changed it up completely. If you choose to help someone who's trying to solve a problem you solved within the last five years. It's going to be likely around a topic that's more fresh, relevant, and exciting to you. And the energy and excitement you have for your own products is extremely important. It is time to do a few final things just to solidify your decision. I know I've asked you to do quite a bit of work already in this training. But I'm gonna ask you to do a few more things because hey, this is your avatar. Like if anything, if we want to get anything right, it's this. You don't want to be like me and build an audience of the wrong people and change your mind five or six years later. If you need to go through this video more than once, do it. But my system is designed to produce the best possible decision that you can make given what you know today. And to do that, we're going to solidify everything we've done because you filled out your avatar worksheet and you may have plotted your journey on a timeline. Couple more things. The first thing I'd like for you to do is go back to your avatar worksheet and complete section three, which is define your avatar. That is where I'm simply asking you to write out what you decided next. Once you've done that, I would like for you to click the other link down below, which is going to take you to the same a spreadsheet we use for the platform. But there's a different tab at the bottom called the avatar master checklist. I may just abbreviate that as AMC. But you want to open up that tab and complete the checklist by answering yes or no to the questions on that checklist. If any of the answers are no, please consult with me so we can explore this, uncover why this might come up. Go to the avatar master checklist, pause the video and answer everything yes or no. Basically, what this is going to do is it's going to ensure that you didn't miss any little piece of advice or guidance that I gave in this training that you are making the decision that is most aligned for you. Go pause the video. Do this now. Awesome. And again, if you're coming up with any knows, that is a time to send me an e-mail. Let's explore this. Let's uncover why this might have come up. And let me help you make the right decision for you. But I hope by now that you have a clear idea of who you serve, whether it be a demographic or a pain based way of stating it. If you have any questions or if you're still struggling with this, do not skip to the next section yet. Instead, please email me and let's work through any challenges before we move on to the outcomes section of this training. Now if you've nailed your avatar and you feel great about it, then congratulations. You've made a foundational decision and you did it the right way. It's going to inform and drive your business for years to come. Like I said in the previous video, your avatar is your north star, it is your guiding light. And ultimately you are here to serve that person. If you want to be successful, devote yourself to helping that person get what they want. Zig Ziglar said, maybe it was Jim Rhone was one of those personal development guys who said, you can have anything you want in life as long as you help enough other people get what they want. And so that is your goal. Define who that person is or you want to help them get what they want and be really good at helping them get what they want. You can have anything you want. If you feel like you've nailed it. You now have my permission to move on to the next section where we will get into what I think is arguably the most difficult decision that coaches and experts struggle with. Defining your outcome. Get excited that one's going to be a lot of fun and it's going to g 8. How To Create Your Product "Grid": Congratulations on making it to the outcome section of this course. And in this video we're going to create your grid. So the point of this training is to give you a 50 thousand foot view of how your business will take shape over the years. And this is the outcome section, but it will give you a vision for your product suite. You may be thinking, But I thought we were going to create products in the next module. And we're going to create the details of your product in that module like the pillars and the container, the way it's gonna be delivered, the price, the length, all that kind of stuff. But in this section, the outcome section, we're going to decide and define what those products actually do. This part, the outcome part, is actually a more difficult and complex decision than just deciding the details on your product, how it will be delivered, all that stuff, in my opinion, is easy. And where a lot of coaches struggle in this outcome section, the reason why we are going to start touching upon products a bit in this training is simply because products deliver outcomes. And you have to start with knowing the outcome before you deliver the product. Even though you're going to see Brendan Borchardt grid in a future slide. And on that you're gonna see lists of his different brands and different products he's created. Keep in mind that those are all simply based upon his avatar wanting certain outcomes. I'm going to teach you his philosophy for deciding what outcomes to offer, which he then made in to products. And it's going to give the whole thing will make sense at the end. You're also going to learn that you'll have the freedom to create multiple products that serve your avatar. This is something that was extremely relieving to me when I learned this. The catch being that they actually serve your avatar and not just serve your bank account. Again, I learned this from Brenda and he's a guy who followed for a long time. I've been to lots of his events, joined his mastermind all the stuff, read all his books. I've linked to the original video where he teaches this concept of the grid in the notes down below, He's at this Genius Network event that's put on by Joe Polish room full of high level people are there and he's sharing this with them. It just I recommend watching it because when I watched it, it felt like a weight was lifted off my shoulders. Because one reason I struggled to commit to an outcome, maybe you can relate to this because I didn't want to limit myself to just one thing. Because you see there's a ton of stuff that I'm interested in. I wanted to have some flexibility with the different products I created, as well as the content that I put out into the world. When I finally discovered the way Brendan built his massive education business, I saw a path that would allow me to unleash my creativity and serve my clients for the long haul. Now there are some limits to what you'll be able to create. An Azure. See they're going to be defined by the aspirations of your avatar. Your avatar, the person that we've decided upon in the prior module. They have aspirations. Aspirations simply means that they have goals. They aspire to get something or to become something, or to hit a new level. That's literally why they're on the Internet. That's why there's scouring the web. That's why they're consuming your content, is to achieve their aspirations. They might want to lose weight. That could be their first aspiration. And once they lose weight, many of them will have a new aspiration that they might then want to start building muscle. They might want to start eating healthier. They might want to even start their own business. They might want to improve their mindset or their time management. Your avatar definitely has more than one aspiration. I don't think that the one problem you're thinking you might solve for them, it's not the only thing that they want. It's not the only thing that they'll ever want. But I don't know what their aspirations are because I'm not them. I'm likely not your exact Avatar. If you're talking to your avatar, it's your job to find out what they want and then give it to them. You start by helping them with their very first aspiration, Uh, just got off a call with a new client. And he listed out a lot of different things he helps people with. And I said, Hey, what's the first thing that your avatar wants? And he said they want help with their finances. We decided, hey, that's gotta be the first thing you help them with as long as it's something that checks all the other boxes. So we're gonna go into this, into this module like you're passionate about it, you're confident in it, etc. But that you'd start out by helping them with their first aspiration. Their first aspiration, whatever your avatar want some next, right now, not the thing they want way down the road, but the thing they want next. That is the first outcome that you will deliver for them. Again, we'll get more into shaping your outcome and the upcoming videos of this module. But this video is just showing you the vision and just start generating ideas. This is Brandon's grid and this is what he shows in the video that I linked down below. Basically what he says is like he started out as this personal development guy and had success with that. And everyone started to say, how do you become an expert or a thought leader? And so his clients were just begging him to help them become an expert. So he starts Experts Academy, which is a brand to help his avatar achieve their first aspiration of becoming an expert. And he writes a book called The Millionaire Messenger. He creates an online course, he created a live seminar. And then he said, What's their next aspiration? And he asked him a lot of them said, well, you know, this is all going well, but the thing is, is I need help speaking because I'm turning on the camera and I'm terrible on video and I'm terrified to talk in front of people. So he creates another brand, world's greatest speaker training. And then he creates low, medium and high priced products within that brand to help his avatar achieve their next aspiration. Then they said it, Brendan, The thing is, is like, I'm doing great. I'm an expert. I've, I've learned to speak but I don't understand like how to create the digital products and the landing pages and the funnels and the e-mail sequences, the webinars. So he says, alright, next aspiration is obviously to do that, I'm going to come up with a brand called total product blueprint. And I'll create books, downloads online course and another live event for that. And then he said, everyone was telling him that everything was great. The only thing they miss we're missing now was some help with mindset, with performance, with productivity, with focus in managing your energy, all that. And that's when he created High Performance Academy. That's actually one of the events I've been to the most. It's really good. And he wrote a book, has an online course and a live event for that as well. So when I looked at this, I was like everything clicked because in why am I showing you Brendan and grid? Well, because he's built this whole thing out. Like I only have one brand. Nail your niche. And this is the online course. For that. I am going to write a book on it. I'm still building out my brand based upon my avatar, which is likely you. Their first aspiration is I need to figure out my niche. I want to get into the coaching and expert business. Then the next thing, the next thing, the next thing that's going to come from you, right? You might want help with your webinar and running ads and selling your program or whatever that might be my next thing, or how to actually create the course. I don't know. It's ultimately going to come from you. But Brandon's built this whole thing out over decades of being in the space, and I think it's helpful, at least it was for me to see the long-term vision for where you can go. Now if you're looking at this and you're like Brian, I just want to coach some people went on one and I don't want to write books and have courses and all that stuff. That is okay. This entire course will still be just as relevant. However, it does come down to when we get into the Products section, we're going to talk about the lifestyle that you want. And for me, I enjoy creating training material like this, writing books, creating content. The most. I like to have a decent amount of one-on-one clients, but I really not taking on anymore right now. I don't want to have tons and tons of that. I don't like a bunch of sales calls and all that stuff. And so this way of building out my suite of products really appeals to me. Because the thing is, is products like a course or a book. They stand on their own. You can sell them and they can be helping people while you're on vacation, while you're asleep, etc. There's really no way to replicate yourself without taking a machine learning approach to what's in your brain. I hope that for some of you are like ****, yeah, this is what I want. And this would be a bit more relevant to you. But even if you just want to just coach people, then you're still going to start with their first aspiration. I'm not going to tell you to just be a life coach or something in this module, I'm gonna tell you to niche down and find out what your avatar's first aspiration is. And then pick the product that you're going to start with. But point being, Brendan created these different brands based upon the ascension of his avatars, aspirations. Everything links together and it makes sense. When you watch the video that I've linked down below, he asks the crowd, if you're not planning out your different products around ascending your customers aspirations, then what are you, how are you deciding how to create your products? This is just random as just what you feel like creating. If so, he says, You're just gonna be a commodity within the next 12 months. Because people are looking for a leader to follow that can take them to the next level, the next level, the next level. When you look at someone like him who has built out an integrated product suite, meaning these all go together in their logical and you can go through them all and keep hitting new levels and keep continuing your personal growth. That's when someone will want to follow you long-term because you're like look with you, I can hit a different level. This other person is just selling this one thing to solve this quick problem I have. And you want to be the form or not the ladder. So I hope that all makes sense. I'm gonna move on. I don't want you to worry about products yet like the low, medium and high parts of this slide. That is something we're going to get into in the Products section of this course. Right now we're just talking about you creating an overall brand that delivers an outcome linked with your avatar's first aspiration, the thing they want next brand. I don't even really like that word, but brands are really just representative of the different aspirations that your avatar has. A brand is a name. The describes a set of products, The fulfill a particular aspiration. If you look at Brandon's brands like High Performance Academy, that's actually the name of the course and the live event, but it's not the name of the book. The books are named different things, but they're about high-performance, like one's called charge, once called high-performance habits with Experts Academy, that brand. The book was called Millionaire Messenger. The online course and the live event were both called Experts Academy. Really the brand in a lot of instances is the same name as the product. It just might not be the name of all your lower price stuff because you might have more than one of those. But I just want to say, don't worry about that because it doesn't really matter. You're not gonna need to pay for a logo. You don't need to go out and get a separate website or by URLs or anything crazy like that. Your job is to help your customers hit new levels and keep growing. You're in this program to know your niche and to get started and to define your first outcome. And when you do that, you do it successfully. Your customers will hit a new level. And then once you've done that really well, you find out what the next thing they need and you help them hit the next level. After that, you're not here just to be a commodity and just solve one problem for people. If you do that, people will compare you and say, that person is just going to help me solve this one problem. They're just going to compare you to someone else who helps people saw that one problem. And if that person has a few more testimonials or a cheaper price, then they might just pick that person over you and that's not what you want. Again, you want them to say, I can see how if I stick with him or her, I'm gonna keep going to higher and higher levels. And when you build out your grid, which might take you years to do, that's what will happen for you. Like Brendan says, your scale comes from scaling your customers aspirations. Level one, level two, level three, level four. That's how you scale. When I went, I looked like when he first said that I was like, That makes so much sense. How else would you scale? If you're not helping people and greater and greater levels, but you're making more money than you're almost just scamming people like How are you, where's the value to money like relationship there you have to be adding greater and greater levels of value to hit greater and greater levels of revenue in your business. So it's a really valuable lesson to learn. I think Britain is one of the best people you can follow. He's authentic, genuine. I've met him in person multiple times. He has the he does not have the slightest bit of arrogance or cockiness of Adam. He's super president and he's a great leader. And he's unique in this online education where you have all these people that I'm sure you've seen and you're like, I don't want to become like that guy. You should go follow Brendan. Alright, I want to talk about the other thing because there's your customer's aspiration. So we've talked about that a lot in terms of understanding how to build out your product suite. But your customers competency is also really important as well. My story, after college, I got a job in corporate America. I hated that job. I was like in health care claims or something that was terrible. I didn't even know what I was doing. That's how much I hated it. I quit after three years. I worked at a grocery store while I plotted my next move. And at the grocery store is when I read the book, Rich Dad, Poor Dad, I'm sure you guys have read it or heard of it. It's all about passive income. And I had this total mindset shift and I decided I had to figure this out. I had to create passive income so that instead of working for money, my money could work for me. I start purchasing courses then on how to do it. And I eventually joined masterminds. I got into real estate investing. I got one-on-one coaching, and I was all in. Then I ultimately mastered the art of what the book said. I got a few dozen rental properties. I had enough net cash flow to pay my bills. And I had achieved like the proverbial financial freedom. But when I was working at that grocery store, my competency around passive income and financial freedom and all that. It was really low. Like I didn't even understand that it existed. It wasn't ready for a course. I wasn't ready for a mastermind. I really wasn't ready for one-on-one coaching. I didn't even know I needed passive income. Then it's a good thing that someone like Robert Kias hockey and the other people like the free podcasts and stuff out there that I consumed. It's a good thing that those people created those low and mid tier products that helped me learn and grow my understanding and cultivate the desire for that outcome. Because if high ticket stuff was all that existed, if I may never have been able to make that huge leap, and I might still be stuck doing something that I didn't enjoy. After that, I was actually given a book by Mr. Brendan called The Millionaire Messenger. And it blew my mind. I was like it was like the rich dad, poor dad, but it was about the expert industry. I had to explore this idea of becoming an expert further. And then I started purchasing Brandon's courses and then I went to his events and then I and eventually a joint is masterminds was 20 thousand bucks a year. Once again, I started with a low ticket product of book. Then my competency was low. I didn't really know much about the industry. I didn't know how much money you could make or if you could do it, How would you do it if you didn't have the credibility? You know, I had all those like typical blocks that a beginner has and I needed to understand things and be spoken to like I was a brand spanking new beginner. And that's what the book did to me. It's a good thing that Brendan wrote that book. Otherwise, I may never have ended up in his world consuming as all these other products. And I've stayed with him because he has all these different products that have helped me hit new levels. What am I rambling on about? Well, this is my attempt to persuade you to consider having those low and mid tier products in your suite of products. We're going to come up with your first outcome. And then it'll probably be a higher pricing Because I recommend starting with something that's, you know, 1000 bucks or more if you want to make some money. But you also need to have ways for your avatar to benefit from what you do regardless of where their competency is at today. Don't worry, we're going to flush all this out in the Products section. But for now I just want you to consider this perspective and just share with you how having other people having books and low price things really helped me. Like, you might see someone who works at a grocery store and write them off like, Oh, they'll never be an ideal client of mine. They're broke. They were gonna grocery store, but that was me and I ended up being a good client who took action and got results. And so really you can't judge somebody by where their situation in life. It really doesn't mean anything about their potential. And having the lower price and mid that helps them regardless of where their bank account is. All that. Because everyone talks about having a value ladder, like you've got to have low, medium, high. But the real reason you have those, and I'm ripping this off from Brendan and the video is not to ascend them and to be able to make more sales. So that your avatar can benefit you from you regardless of where their competency, aspirations and their bank account is. Today. You starting to see how having a grid not just best for you, but it's also best for your customer as well. Also, it's way easier to sell someone the next thing than it is to sell them. The first thing. Something I learned from Russell Brunson, yet another reason it makes sense to build a suite of products that all go together and continue to serve people. Russell says, your customers will continue to buy from you until you either offend them or you stop making offers. Basically, if someone doesn't know you and they find your content or whatever, they come into your world. The first sale you make to them will be the hardest sale that you make. Because there is no trust. But if they buy something from you and they get value from it, it's easier to sell them on the next thing and the next thing. And you also have their contact information already. So you don't have to market to a new person or run ads. You already have their e-mail. You can just email them for free and tell them about your next thing and you have the relationship with them. So really from a sales and revenue perspective, you need to keep creating more things to sell people because they're warm and they're ready to buy from you. I hope that makes sense. Do you guys remember how I stress the importance of picking an avatar that you have a lot in common with. In the previous section, I really went all in on that. Well, one reason why that was important is because if your goal is to meet the needs of your avatar, which we know it is. But your avatar has needs or interests that don't really align with you or you're not really excited about you don't think people need that. Do you think you're going to have the desire to create those types of products for them. What I've learned is that people who are like us want the same things that we do. Avatar alignment ultimately ends up leading to product alignment when I aligned with the right avatar, for me, all the stuff they started telling me that they wanted was the stuff I was excited about creating for them. Because their coaches, just like me, their coaches and experts, they want the same stuff that I want. I'm just ahead of them by a certain degree so I can turn around and deliver those same things to them as I figure them out. I also want to say this real quick. Building out a suite of products like that. It's going to require you to keep hitting higher and higher levels. Personally. This is why this business requires that you commit deeply to your own personal growth. If you don't, you won't authentically be able to take your customers to higher and higher levels. The business will not work for anyone who is not committed to their continued growth. If you just solve one problem for people or help them hit their first aspiration and then you just kick your feet up and you're like, I'm good. Well, you're not going to have a next aspiration. If you haven't already solved what that is and you don't have the desire to keep growing and hitting those new levels yourself, then you can't turn around and teach them to people. So you won't really be able to build the grid. It's time for you to do a little bit of brainstorming on creating your grid. I want you to go back to your niche scorecard, your copy that you've created, and click the tab labeled grid. And I want you to think back to your avatar. The person that we decided. You want to serve in the previous module, when you think of them. What is the first aspiration they have? Again, you don't need to know the very specific details of it. We're going to cover that in the future videos. But what's their first aspiration? What problems do they want to solve first? What new level do they want to hit very next? Some examples, if your avatar is overweight, there first aspiration, just going to be to lose weight. If they're in pain, their first aspiration is going to be get out of pain. If their second the nine to five, the first aspiration is likely going to be to quit their job. If there aren't overwhelmed mom, the first aspiration might be to get more time back. Again. I don't know what it is. And if you're not sure, you need to go talk to some people and ask them. But for now, for the purpose of this video, make your best guess. I want you to add what you think your avatar's first aspiration is to your grid on the spreadsheet. Now let's just have some fun. Let's take a guess at what their second aspiration might be once they hit, get the first one. What are they going to want after that? And do the same for the third, go ahead and fill those in on the spreadsheet. I don't want you to overthink it again, we're just having fun, especially with numbers 23. The truth is we may not even know what they want yet. But like the process of shaping a vision for your business and how it could play out over time, and how you could continue to serve your avatar on higher levels. Let's have a little more fun. Let's, let's talk about what the brand or the product name might be. The first aspiration that you wrote down is to start their own business. What could a possible name for a brand or a product line you could create to fill that need. Launch your first business, nail your business idea. Those are bad names, but you get the point. Just type out the name of what the brand could be next to each aspiration. That could become the like, either like the name of your course, just the name of the umbrella type of brand that solves that aspiration. Again, first thing that comes to mind, even if it's terrible when we just want a placeholder at this point, because I want you to be able to see the vision. Like Stephen Covey says, start with the end in mind. I have a hard time moving forward if I can't see the vision, at least the outline. And so I hope that this helps you to see that as well. Repeat the brand exercise for aspirations 23 and you should have just a basic idea of how this all might play out for you. Again, we're just brainstorming here, guys. So don't spend a ton of time on this. But are you starting to see how your career could take shape over time? In the next section of this course, we're going to get into product. You don't have to create the low or mid ticket products or follow what Brendan has done. Like I said, you will get to shape your products. How you like. This is just what I particularly like and I think it makes the most sense for helping the customer as well. I also believe in being specific and niche down with your outcomes. You saw Brendan was none of his brands were vague. This is what I like and what I think works best for the customer, best for selling it best for clarity with your message. Best for scale. I hope this training has given you a broad overview of how you can create your suite of products. Remember, products are just poor organized vehicles that deliver outcomes. In the next training, we're going to start to define the first outcome that you will create for people. This is where it gets fun. Buckle in. And I will see you in the next training. 9. How To Create Your Coaching Outcome - Part 1: Alright, Alright, we are getting into the good stuff. It is time to start working on creating your outcome. And in this particular training, we're going to go over the first couple of parts of creating a successful outcome. You see there's four elements that I think make up a rock solid outcome where you, you can't go wrong with it. It's going to work in every single way. And here they are. The first one is you should be passionate about the niche, whatever it is that you are helping someone with, if it's nutrition and you better be passionate about nutrition. Second, you must be competent in your ability to deliver the outcome. Meaning you would also be confident because confidence really comes from competence. Number three, your outcome needs to be niche down enough as to not compete. We're gonna go into that in a future training, as well as it should be quantifiable and measurable, which is really another way of saying specific, but I liked those words better. If these are the four elements of a successful outcome. In this video, we're going to tackle number 12. So we're going to define your outcome just up to the point that it meets the criteria of number one and number two. In the next training, we're going to take what we come up with and make sure it meets the criteria of 34. So do not worry about number three and number four yet. We're basically, if you picture yourself making a clay pot or something like that. In this video, we're going to take the clay and shape and mold it into what we want it to look like. In 34 will actually put the glaze on it, put it in the kiln or whatever that thing is called, bake, the thing that it's done. Hope you love that analogy. Let's go into what I mean first about passionate and competent. We can understand what we're talking about. Then together we are going to come up with the outcome in this training, the checks, those boxes. So I'll ask you, is the outcome that you create for people within a niche that you're currently passionate about, currently being the key word. If you catch me going for a walk on the weekend or even just on vacation, sitting by the beach or by the pool or in the mountains. I'm listening to a podcast or I'm reading a book, or I'm listening to a book on Audible. It's always about personal development and it's always about business, it's always about marketing, sales coaching. It's always about messaging. I love books on getting clear on your avatar and your message. And really the stuff that I'm teaching you right now. That to me is a really good sign that someone's passionate about something, is there no one's watching me. I'm doing this one on by myself or just walk in with the baby or the dog or, you know what I mean? Like no one's making me do it on not doing it for any other reason other than I enjoy learning about those topics and that's been consistent for me for many years. And so what is that for you? The question from the previous training like if I locked you in the library all day, you're by yourself. You're in the biggest library in the world. They have books on every single topic. You've got a big comfy couch, you've got unlimited coffee, no one's distracting you. You just get to sit there and read and learn all day. You might like fiction novels. I like fiction too. I'm always reading a fiction book, but I'm wondering what non-fiction books you would pick up and take over to that comfy couch. That is a sign of what you are currently passionate about right now. Also, the good news is you don't have to be passionate about the outcome you're going to create for people forever. But if you want to be great at this, you do need to have that commitment and that continued interest to keep improving. The product that we're going to define in this course. Product creation is actually an iterative process, which means you create it. You sell it to some people. They give you feedback. You go in and improve the product and you keep rinsing and repeating that cycle. You cannot make a fantastic product without actually testing it. If you think about how companies like software companies, they release version 1 of the software and then people use it and then people send in support tickets and they say, Hey, crash or this, or that didn't work. Or I wish you had this other feature. What does the company do? They go in and update it and they roll out an updated version. And they keep doing that over and over infinitely. And it's really a great Metaphor for how you should approach your products, especially if you're gonna create a digital course. But even if you're just going to coach one-on-one and you have a curriculum that your clients follow and you've got it all written down on a Google Doc or something. You've got to go in and keep making that better and clearer and more effective for your client. You only do that through working with people, getting feedback and going and making the product better. If you're not that passionate about the niche that you're thinking about, having your outcome be with them or if your passions kind of fading. My prediction is that you'll lose the motivation to really be all in on this product and to continue to improve it and actually make it great. And if you're not going to make great products, What's the point of doing this in my opinion, because there is a plenty of other people that are committed to making great products in the space. And I know you want to make great products. And I'm saying, align them with what you love. And that is the secret. It's like Michael Jordan says, The secret to being great at basketballs, to fall in love with the game. That quote is so true about sports, business, relationships, whatever it is, you got to love the thing that you're working on because your persistence, your consistency, your determination to make it great. That's the gasoline in the tank. That gets you to the finish line. I recommend picking an outcome within a niche that you can definitely see yourself being passionate about for at least the next 18 months. Now you might be like, What do you mean by 18 months, Brian, did you just pull that number out of thin air? Well, actually, the first time I heard that was from Brandon Bouchard. He said something about sticking with a niche for 18 months. I just sort of took him at his word for that and didn't really understand why that timeframe made sense. But as I got into coaching and as I started coaching in real estate and I realized like the timeline that it takes to launch and sell and perfect something and automate something. That 18 months was starting to make sense. I was starting to understand why he probably used to that recommendation. What I mean is that in that amount of time, it's possible for you to create a great product that you've gotten feedback, you've made it better and then more feedback and made it better in a couple more times. And then it really works with people and it stands on its own and someone could purchase your course, let's say the delivery can be highly automated. You can, you could have like an effective ads that are running to a webinar that are selling a course. And then the course is great and it gets results. And you have like a community and maybe you have hired a coach to even deliver on some of the calls with for people or you just do like monthly office hours. That's a model. I see a lot point being the thing is pretty automated and it's good. Then once you're at that point, you can move onto your next outcome or product. Can you see how if you really think about everything it would take to make a great product that really got the result for people on its own to like in an automated way. Why 18 months is probably the minimum that you need to be committed to one outcome or one niche. Some people ask, what if I'm passionate about something, but it's not what my avatar aspires to achieve. This is a bit of a tricky situation. What I would ask you if that's you, is have you chosen the right avatar? And if the answer is yes, have you chosen them at the right stage of their journey? Or are you doing What some people can do? And we talked about this in the avatar module, but are you reaching too far back into that avatars past? If I was trying to reach Bryan of ten years ago, that guy just wanted passive income and freedom, working all the time. And I wouldn't want to help him achieve that because I'm just not passionate about it anymore. I still have lots of people that will reach out and want real estate coaching. And nine times out of ten, I refer them to someone else unless they want to be a coach and they just want a little bit of side help with real estate. I'll do that. But I'm just not I tell them I'm really not passionate about it anymore, but I'll help you. But I want to work with you on what I'm passionate about because I'm gonna do a better job of that. But me of five years ago, I wanted to grow my coaching business. Part of the avatar decision process, which I'll be the first to admit we didn't cover like we should have in the previous module, is deciding their point a, and don't freak out because you may not even need to worry about this if you are passionate about what your avatar wants. But I'm just taking this D2 or for those of you who are running into this issue, your avatar is point a is where they are right now. In other words, what is the exact starting point at which you will come in and help them? This is a concept I learned from an amazing woman named Eleanor strong, who was my coach. And she really talked about getting clear on this idea of the point a, like where are they? Right now at this very moment, your avatar exists in different versions based upon where they are. Today. Some of your avatar has this journey. Not every single person that fits your avatar is at the same starting point. All right? Sometimes one of the things that people can run into is that they're a little more confident to help their avatar and our earlier starting point. But they're more passionate about helping in their avatar. A point that's closer to where they are. So a more evolved version of the avatar that's maybe hit one of those aspirations already. But then there's that intimidation that comes in like, wow, if they're already there, could I really help them? My advice is definitely pick the more advanced version of your avatar that has an aspiration that you're passionate about. And just place your faith in this program to help you come up with an outcome that is still authentic to what you can deliver to that person. So your confidence remains high. I hope that tangent made sense. If it did not, of course, always reach out for help. But if you're not passionate about what your avatar wants, you need to consider either choosing a new avatar or a new starting point for where you were into their life and start helping them. Alright, I want to talk about competency now. As you know, as we've gone over, this is a huge issue in our industry. People are promising things that they cannot deliver on. I think we feel some pressure to inflate our promises and I've thought about why that happens. And I think it's just because we see it all around us. We see everyone else just making these overblown promises and all these coaches and experts acting like they're bad acids who can do anything for anybody. And it's like copycat syndrome. Almost. Funny thing is most of those people are not having success and you'll look at the people who are really on top of their game as a map to show you a couple of examples. And they're making the specific, like more entry-level promises. It's really funny. You should have all the skills necessary it to fulfill on your outcome. There should be no skill gaps between what you create for people, what your outcomes says, and what you can actually do. For many new coaches and experts, this will actually require starting out with an entry-level outcome. By that I just mean something that's more simple. You might have to charge a little less for it or whatever. But that's gonna be your ticket to getting a authentic foothold in this industry. This is Alejandro. He's one of my clients. He's the guy in the black t-shirt and he came to me and he wanted to coach on real estate investing. I had already worked with him a little bit in his real estate endeavors, but he hadn't done a deal yet. He hadn't bought a property, and he wanted to be a real estate coach. And I was like, dude, you can't do that. You're going to struggle to tell people that you can help them buy an investment property when you're still trying to do it. And he's like, I know, I know. But I want to coach in the real estate investing niche. That's just what I'm really passionate about, and that's what my avatar wants. It was everything else was aligned. What we did is we looked at his journey and looked at his skills and he's an engineer and he's really good at data and spreadsheets and breaking down numbers. And so we looked at what he's done and he had picked out a couple of really good cash-flow markets for rental properties that he was ready to invest in. Long distance, meaning like away from where he lived. And he better than anyone who went through my program, really nailed that process of picking a market. That's actually what he decided to go with after we worked together, is he was going to go out and help other people pick their real estate markets to invest in. It was a beautiful thing that happened because first of all, it was authentic to what he could deliver on. It was something that he enjoyed. He was passionate about the process of analyzing markets and all the data behind that. And he actually ended up by knitting down. He actually ended up checking off the other boxes that we talked about an outcome like it being niche down enough so you're not competing with everyone else because no one else has a course on how to pick a great market. And it's specific, it's measurable. It's like in 30 days you will have picked your market. So it's really a perfect outcome. And I hope this story just make some light bulbs go off for you. It's like, okay, you can break down the larger outcome of I want passive income, I want properties into the steps. And then one of those steps, that can be your outcome. And there's nothing wrong with that. And you're not gonna do it forever. And you're gonna get a foothold and you're going to build your list and build your audience off that and Bolger everything. And then you'll be able to keep growing from there. Because on the contrary, like, let's say you have not had success as an entrepreneur. Like a lot of people out there, I see. And then you're out telling people that you'll help them become successful entrepreneurs is just crazy. You're going to struggle to sell that because you will not have confidence. People can detect a lack of conviction in your voice when you do not know what you're talking about and you're over promising. If you do sell anyone, which I doubt you will, but you'll struggle to live to deliver on your promise because you can't do it. And you'll either get refund requests or you'll get bad reviews. And then you're not even going to like your business because of that lack of alignment, you feel that lack of authenticity. And the more I think about this, there's really 0 benefit to over promising. So just don't do it. A lot of coaches and experts who cannot deliver on their outcome just need to dial back what they are promising. As an example, let's say the first aspiration of your avatar is to make ten K per month with their online business. Let's say you'd love to give them that. But the problem is, is you're not really confident in your ability to do so. You haven't made ten K per month or whatever and it's just not an authentic promise. Then what we would do is we would just simply look at the steps that your avatar would need to take to arrive at their ultimate goal of $10 thousand per month. Those examples could be things like this. They need to choose their niche, wink, wink. They need to create their product. They need to build their website, create their email sequence, build our webinar, run paid ads, copy testimonials, create content, grow their Facebook group rather Instagram followers, YouTube subscribers, or grow their e-mail list. All of these are the stepping stones, are the building blocks that lead to 10-K. months. Now we have a bunch of options to choose from. Like if this was u and u, this was your list, which we're going to create yours in a minute, but it just hypothetically pretend this was your list. This is now a list of outcomes that are very specific and they're more entry level. The good thing about entry-level promises, guys, is that they are specific by nature. You see what I mean? I mean, I've been coaching for six years and I'm helping people choose their niche. Some would say that it's an entry-level promise, but I don't care because the market needs it and I love it and it works. I hope that in some way this is a bit of a weight off your shoulders like seeing this breakdown approach to picking or outcome. Because when you have a bunch of options to choose from like this, instead of ten, hey, months. Not only does it get more specific, but also you're a lot more likely to have a bunch of confidence in one of those versus that more broad promise. So the interesting thing is that when we get more specific about what you can do, we actually start to check off those boxes of number 34, of it being niche down, of it being quantifiable. So we're kinda getting into that a little bit just by going deep into what your real, what's your real superpower? You know what I mean? What's your real core competency? It's not really 10-K. months. In some piece of that. And if you just help people with that piece, then you're going to be more successful. Your message is going to resonate more. You're gonna be more confident. And so think about that in terms of any industry, help people get fit. It's just such a broad thing and it's just intimidating promise. If they need a lot of different things to get fit like mindset and diet, and community and accountability and exercise and all those things. And it's just not something that sounds fun to take on. And it's usually not realistic that people can do all of those six. Once you make a list like that, you need to score in the areas of competence and passion. And that's what we're going to do now for your business. So let's stop talking philosophy for a second here and let's get some work done. I want you to open your niche scorecard and click the tab labeled steps. Do that right now. And I'm gonna hop over to the scorecard to show you what I mean. You should be seeing this. Now. What I want you to do is put the first aspiration that your avatar has. It can be like the Big aspiration, like the tin K month or improve their relationship or something broad. It's okay. Put it in this box right here. Then I want you to list out all the steps that your avatar will need to take to complete in order to get the outcome that you've listed right here. And list out those steps down here, just replace what I've written with yours. Once you have all those steps listed under here, I want you to score them in the areas of how passionate you are about it and how competent you are that you can deliver it. I mean, confidence, competence, same thing. What is your level of competence and skill in that step? Then in yellow over here, this is going to automatically calculate your scores. And so go ahead and do that now and let's see what you come up with. All right, now take a look at your score totals and what have you learned? I hope you have a clear winner or at least a couple of clear winners that you can run with that really check the boxes for both. You have a high level of competence in that piece and you have a high level of passion in it. One big pitfall is that your outcome can feel too small when you start to do this. And I can, I can feel that some of you guys are probably feeling this way. And so I want to address that. Some of you might be saying, Should I really create my entire product around something like how to grow your e-mail list. Well, this is actually one of the main products that Amy Porter porter field cells. She does 9 million per year in course sales. What is her other product? It's how to launch your online course. Both of those are fairly entry-level promises. They're very specific. And she's at the top of the game. You're going to model her. Are you going to model the person that's bugging you in your DMs on Facebook about ten months, who obviously doesn't even make that much. One reason that I think we struggle to commit to a simple outcome is just because we know so much. We worry that if we don't reveal how much we know people won't see the value. What happens then is we end up with an unclear marketing message. I understand just how much you know, that's why I made this course to help you share your voice. You wouldn't be dying to share your message if you weren't sure that you've got a lot in that brain of yours and just in your experience to share, you get to show how much you know, after somebody buys your products. You reveal this all to them in the content on the coaching calls, etc. But when you sell the product on the front end, the front-facing version of it, your avatar, just me. It must be able to see that it solves a specific measurable problem. Actually linked a fantastic posts by Dan Henry, who's a very successful online educator. Down below, that I encourage all of you to read after this video. It's about how your offer, higher outcome must be quantifiable. And it's going to really prepare you for the upcoming training, where we're going to make your outcome very measurable and very niche down. So congrats, I really hope that you now have a clear idea on what outcome you will be creating for your avatar. And at this stage, just as a quick checklist, your outcomes should be what your avatar wants, what you are confident and competent in delivering, what you're excited about and passionate about. If you run into any snags, please ask for help. But if you feel great that your outcome qualifies with the above criteria, then it's time to move on to the next training where we were shaped your outcome even further. So thank you for watching and I will see you in the next training. 10. How To Create Your Coaching Outcome - Part 2: Alright, in this training we're going to continue to dig into this challenge of creating your ideal outcome. And this is part two where we're really going to deep dive into the piece. That's all about it being specific, quantifiable, and measurable. In the next training, we're going to go into the piece about it being niche down and decided to break these into two parts. And we spent a little bit in the last training learning about the importance of this, the importance of your offer being very specific. By the way, I'm going to use those three words, specific, quantifiable, measurable, interchangeably. I'm referring to the same thing each time I should probably just pick one, but I liked them all. However, before we dive into this, I want to start off with a few examples. So you're clear on what I mean when I say a specific outcome versus one that's not specific. So not specific. It would be like, I'm a life coach or I help people create what they want in life. I hope you grow your business. I hope you get in shape. I help people improve their relationships. Those are not specific because if you think about it, like those could mean so many different things if you were to actually break them down. Now on the other hand, specific outcomes look like this. I help people choose a cashflow real estate market. I help people lose ten pounds. I help people create their first online course. I help people by their first rental property. I help people build their website. Now if you're looking at this and you're like, ah Brian, you're gonna make me pick something that's specific. And it almost feels like those outcomes are a bit simple. Surface level. Just bear with me because I'm going to explain why it's important that your outcome be this specific and how it's actually not going to limit you. The actual act of making your outcomes specific is not that hard. You know, when I put the materials together for this training, I was like, I don't exactly know how much to tell them in terms of how to make their outcomes specific. Because it's really as simple as shifting it from something like I helped Min improve their relationships to help men find their ideal partner. You see how the first one is like improved relationships. That could mean anything. Relationships. Who, in what way intimate relationships, friends like, but helping Moon find their ideal partner like you could physically see if they got the result or not because they're sitting there with their arm around their new significant other and their face is smiling and they got that specific outcome. So that part's not hard, but what I've found is hard is getting people to actually agree to do this. Getting people to commit to choosing a specific outcome. People often do not understand why this is so important and they don't want to limit themselves. And so while we're gonna spend a little time at the end of this, making sure your outcome is specific and I have an exercise for you to do. We're going to spend most of this training deep diving into the why you must do this in the first place. I find that when your clients understand why they must do something, the philosophy behind something didn't the how not that hard? Because it's just getting their buy-in on the y. And so that's why I spent a lot of time in my material understanding, helping you understand why something's important, because you have it in your skillset to implement the how with a little bit of guidance. So have you ever purchased something when you were not sure what you are going to get? I want you to actually think about that for a second. Think about all this stuff that you buy. It could be physical products. It could be paying your bills. It could be coaching programs and vacations, like just everything that's literally on your bank statement or credit cards, excitement. Did you ever purchase something where you were not sure what you were getting? I'm guessing that most of you are sitting here thinking, well, you know, non pretty sure everything that I buy, I know what I'm buying. I'm not an idiot, Brian. If that's true for you, for you, then how could you expect your prospects? Who are thinking about buying your product to purchase it if they do not know what they are getting. I personally as a coach, I've been doing this for about six years at the time of this recording. And I've had so many examples where like I gave multiple free coaching calls to somebody. They said they loved what I did. They got so much value out of the call. I thought they would definitely say yes when I finally made them an offer. When they politely declined, which most of them did. I was completely Florida. I was like, I was honestly a little ****** off. I was like, What did I do wrong? Did they not like me? I've given them all this value. How did they not see the value in working with me more and what it could do for their life. You know, you're sitting there thinking about the implications of what you do could affect your health in your finances and your relationships and your happiness and you won't pay me X amount of dollars for that. Have you ever felt that way like somebody who turns you down and you're just like, how did they not see this? I think many of us have. And one thing that I would believe sometimes is that person had mindset problems or they had limiting beliefs about working with me, getting coaching. The funny thing is, the key to selling your products actually lies inside of that statement that we all have or that question that we all have where it which is like, how did they not see the value in what I'm offering? The truth is my prospects did not have mindset issues or limiting beliefs. They literally just could not see the value. They couldn't see it, they could not make the connection. And that was my fault. And that was one of the hardest pills to swallow, especially when I had been told no so many times over and over and I'd spent so much time like cultivating these relationships. It turns out guys, people do not give you money because they like you. They give you money because they can see how you will help them get what they want. You will help them solve a problem, helped them achieve a specific goal. The biggest problem that most coaches have is they are not clear about what they can do for people. They get told no. And they take it personally. And I can speak from experience because I did this so many times. I ultimately came across a coach by the name of LMR strong. And she's really well-known. She's kind of like underground, famous online coaching space for helping people write up their offers and their posts and defining the outcomes that they create for people in a really specific way. And she's fantastic about this stuff and you should go follow her and joined her free Facebook group. I think it's called organic secrets or something like that for high ticket coaches and experts. But if you search for her name, you should find it. Yeah, it's organic, high ticket sales for coaches, something like that. But you should go see it. Just go read like her last five posts in there and you'll understand the philosophy being clear. And I have worked with her one-on-one and she helped me take what I did and make it very specific. This product, what I do, I help coaches pick their niche. And the next one, it might be helping them build their webinar, create their online course. I would bet you have no doubts about what any of those products would do and whether or not it would be something that you would want. So if a coach has been waffling on his niche for two years and he sees a product that can help him finally fix that once and for all. What does that going to be worth to him? Well, it might be worth a lot if he's passionate about sharing his message, making an income, doing what he loves. He was also frustrated by how long it's taking him to get going. But the important part there is that he sees how that product will specifically plug that hole for him so that he can get past this niche stuff and actually start making the impact. Sharing the message in making the money. And all those things. I've seen the light about how important it is for your outcome to be specific and measurable. And once I did, it's actually really hard for me to see all the coaches and experts who are trying to operate without that in place. I got some silly analogy is for you, I want you to imagine that chopping down one tree equals selling one of your products. Now imagine a forest full of people all trying to chop down trees. Picture that in your brain. But all of them have a wooden mallet, like the one in this picture here. They're literally chopping wood width with a flat piece of wood. How well do you think they might make a dent in the tree? At best. I'm talking some big trees here. To me, that's what it looks like when I hop on Facebook and I see all the different coaches posting and making content and desperately trying to get clients. Unclear outcomes equals wouldn't melt. If your outcome is unclear. You are out there trying to chop down a tree where the wood mount. Now I want you to imagine another forest full of people, but this time they all have chainsaws and they're chopping down trees with 0s are literally chopping down one tree every couple of minutes. Those are the successful coaches and experts. They have clear and specific outcomes. They're clear outcome. Is there Chainsaw? If you picture the online education market is this very crowded, noisy place. You're trying to penetrate into that market. And if you're trying to get in with a dull message, especially at the point of saturation that it's at right now. You're really not gonna have any luck. In the next training. We're gonna make your offer even more unique and special. So it really resonates, but it has to be specific in the first place. Otherwise, you literally do not stand a chance. If this is happening, then why are most people choosing to use that wooden mallet? Well, the truth is, is that those people just simply don't know it's happening. I didn't know it was happening when it was when I was in that person either. But even when you tell them it is, they'll say, Well, I don't want to limit myself to just one thing. And I said the same thing to just felt very constricting. You should know by now going through this course though, that the next product you create, it's not the thing that you have to do forever. You should also know that you get to share all the depth of your knowledge and stuff once people pay you for your product, most people just don't want to limit themselves. You just carry on hacking away at that tree with that stupid wooden mallet That's never going to fall down anytime soon. You need something that cuts through all of the noise. Online. People have really short attention spans nowadays. And if they cannot see how you help them solve a problem, there's simply going to move on from you. Because let's be honest, they have a lot of options to solve their problem. And there's other people out there who are speaking more clearly about their problem and offering a clear solution. Why would they not go with that person instead? It was interesting when I first discovered this and then I looked at all the big players in the education space, like I've shared some about Brendan or Amy Porter field or Dan Henry. This course. When I looked at their offers, which offers you and I use that word almost interchangeably with outcomes just because they're linked. But when I looked at what they were offering, I was surprised. Part of me was like if they're so advanced and so successful, why are they selling programs on seemingly basic and stuff like how to launch your online course. It just seems a bit like a relationship coach you to everything doesn't have to be about digital courses and stuff, right? But relationship coach might launch a product on how to get one date a week or something stupid like that. Now that it's stupid, but my example is, you think like, wow, that just sounds so rudimentary, almost like does this relationship coach. Not no more than that can help them with more than just getting a date. Seems kind of basic. But now having gone through all this, I understand that what they're really doing is they're positioning their offers in a smarter way. How to launch your online course is way better than how to grow your online business. Because growing your business is just a vague like that can be marketing, it can mean sales, it can be branding, it can mean mindset, it could mean affiliate partnerships, content creation, ads like there's so many ways to grow an online business. But how to launch your online course that's very specific. Everyone knows what an online courses. I'm launching it means that it's done and you've got it for sale. That's clear enough. It's so much clearer than the second option. Even though the program very well may be about growing your online business, because launching a course is of course a part of growing at online business. You can't say it that way. If you want it to resonate with anyone, if you want to get sales. Is this making sense now? So you're not limiting what you have to offer. No one's going to put a gag in your mouth or tell you you can't talk about what you want to talk about in your paid content with your clients. All your limiting is the marketing message. So people can understand what quantifiable result they'll get when they buy physical products. I like to think about this analogy because physical products, they have a lot less work to do in regards to pulling off this specificity angle. And that's simply because you know what you're getting when you buy them. When I buy a cup of coffee, they always give me the coffee. I've never purchased a cup of coffee and not gotten the coffee. When I buy a new laptop, that exact laptop arrives in the mail and I can hold it in my hands. I know the outcome that will result from the money I spent. I simply know what I'm getting. But when you're an online coach and you're selling outcomes that are not physical products most of the time, you need to talk about it. So specifically that it's almost like they got something in the mail. In fact, that can be like a funny or a fun way to think about how to make your offer specific. If you could package up your outcome and actually mail it to somebody, picture them like going out on the front porch and getting the box cutter open because it'd be a big box because your outcomes Awesome. Cutting open that box and they flip open the flaps like what would be inside the box that would physically represent your outcome. As I'll share with you in the questions at the end. If you can't in any shape or form, describe what that would look like, then your outcome is probably not specific enough. What would be in the box like their ideal partner? Would it be them with a six-pack or minus 20 pounds? Would it be 10 thousand bucks? Would it be the cure for anxiety? I hope that thus far, this piece of where we're just talking about the Y has helped you understand the importance of your outcome being measurable. As a result of breaking your outcome down into steps which you've done on the niche scorecard. You might very well have a quantifiable outcome already. But if not or if you're not sure I've prepared a few questions for you to answer that can sniff out whether or not your outcome is specific enough. Head back to the niche scorecard and click on the tab at the bottom labeled outcome. Alright, so you should see this in front of you. And what I want you to do is simply answer these yes or no questions first one, my outcome is so specific that at the end of the program, I would know with 100% certainty whether my client did or not. Achieving. That question reminds me of when people say set smart goals, specific, measurable, etc. those are the parts that matter for this. If your goal was to make $100 thousand this year at the end of the year, you know, with the exact certainty whether or not that goal was met. It's literally a number. Did you make $100 thousand or more or did you not? If you did, you've met the goal. If you didn't, you did not achieve the goal or the outcome. Here's your outcomes specific enough to where you can just clearly no. Yes, the client did or did not achieve it. Question number two, I can state my outcome in one brief sense. I help coaches pick their niche. I help entrepreneurs lose 20 pounds. Like can you just real quickly state your outcome and you don't go into this narrative where you're rambling like everyone else does. Yes or no. Next question. I could tell a random person what my program does and they would understand it. If you were at the coffee shop and the barista said, What do you do? You said, I help people train their Puppy. Maybe that's not specific enough. Just train them on what you can say. I help people House break their new puppies, making them or they don't pee in the house. It's real specific. And that person would not only immediately understand what you mean, but they'd probably remember it. If anyone else in the coffee shop said, I got this PUB used P in the house. They probably point over at you and say that guy or girl has a program that could fix it. That's one of the secrets to getting referrals, by the way, as being clear on what you do. Last question. I could draw a picture of my outcome displaying my client before and after the program. So picture you're like, I'm thinking like stick figure, nothing too fancy. But could you draw a stick figure version of your avatar where they are now? Then another one of them after the program. Displaying the before and the after. If your program was on how to launch your online course, the first stick figure would be somebody who's like scrolling the internet looking confused, lots of question marks everywhere. And in the second one, they are standing there beaming with pride and they're completed online course is pulled up on their monitor and there's also a sales page or something like that that has been created that people can buy it from. Just like you could. Theoretically, you don't have to do it, but at least be able to picture drawing the before and the after. Alright, so if you scored yes on all of the questions, then congrats, your offer is specific enough. And as always, you can run that by me and make sure that it sounds great if you're unclear at all. You can always ask for help. But if you answered yes, you have an outcome. Let's specific and measurable. And your prospects are going to understand exactly what your product does. Again, if you're still hung up on this, please don't just hide. Asking for help and getting some feedback is often the last step that can really unblock some people. But if you're good and you feel like nope, offers specific, go ahead and move on to the next training. We're going to dive into this mysterious process, not really of making your income niche down. This is one of the most unique and special things that we can do in order to give you the best chance of success in the market is mixing down that product. One further step beyond where it likely is. Now, I'll see you in that training. 11. How To Create Your Coaching Outcome - Part 3: This is part three of the outcome training and this part is titled make it blue. To the point of this training is to take your outcome and to niche it down one step further. We've talked a lot about how competitive the education market is. Honestly, I just want to give you the biggest competitive advantage going into all of them. There's actually no point in competing directly with everyone else. When you could simply choose a different angle. Now this step isn't actually required. I don't want you to feel intimidated or feel like you're some kind of failure if you cannot pull this off, especially if you can't pull it off immediately. I had success as a coach for years in the six-figure range. Without my outcome being what I'm going to describe as blue. Even when I found the outcome for this product, which is helping coaches In niche, obviously, I honestly sort of stumbled onto it. Once I did, only then did I realize how powerful it is to do something that's not already heavily saturated in the market. I'm gonna do my best to teach you why this is important. I'm going to provide plenty of examples to help drive the point home. Some of you might watch this and your idea will just hit you or you've already kind of been chewing on it. And this is just confirmation. So you might figure it out today. Some of you, it might happen in six months, and for some of you it probably will never happen. But I do recommend that you do not gloss over this training. It's very common for you to watch this and feel resistance and to feel like it's big and feel like it's difficult. I think that's what most people feel when they discovered this concept. But if you get this one-piece fried, it could literally be worth thousands of times the price of this program. This part of forging your outcome, I think, may prove to be both the most difficult and the most valuable thing you can do if you can pull it off. The actual process, just like a lot of the stuff we've talked about of taking your outcome and making it blue. It really can be nothing more than a simple quick decision. Are more or less, it's a simple shift. Your positioning and how you talk about your product. But what's more important, I think, is that you understand what is meant by a blue outcome and why it's so valuable to create one in the first place. I stole the word blue from this book called Blue Ocean Strategy. In the book, the whole idea is that instead of competing in a red ocean, which it's red because there's blood that has been shed by all of the competition fighting against each other. Instead, you should create your own Blue Ocean and swim there instead. By Blue Ocean, it basically means like your own category where you help people with a certain thing and your own unique way. And it sounds nice. Like instead of fighting in the bloody waters where everyone's out there competing for clients. I'm a life coach. I help people grow their business. It's like those waters are so red there, so bloody. And it sounds nice to sort of create your own nice blue ocean in swimming there. But what does this actually mean? I want to go into a few slides here, and I've taken these from Russell Brunson book Expert Secrets. I will link this book down in the description below. I don't necessarily know that you need to grab that book today, but I definitely think you should put it on your reading list. It's one of the best books I've read in terms of positioning. And I have learned more from Russell than just about anyone have spent a lot of money on his programs and go into one of these events this year. Loved the guy. So shout out to you, Russell. He's a great dude. I met him in person. He is very genuine. One of the smartest marketers alive today. In this book, Expert Secrets. He has all these really great drawings about this Blue Ocean thing that we're talking about. And I figured why not just take pictures of his drawings, put them in here rather than redraw them all myself. These are the three big markets that most programs live within your either helping people get a outcome that's related to their health, that's related to their wealth, or related to their relationships. Now, I think that there's really a fourth market. And that would be personal growth or personal development because there's some things that are not quite one or the other. You can imagine a fourth bubble here of personal development. If your outcome doesn't really directly help people with health, wealth, or relationships, but helps them self-actualize. As long as that goal is not driven ultimately by they want written relationships, they want health, they want wealth. You can choose that fourth category of personal development, but I want you to think about your outcome and think about which of those four big markets does that lie within? Within the big three are big four. There's a bunch of sub-markets. Russell has nicely illustrated this in this picture here. As you can see, health, the sub-markets would be diet, nutrition, strength training, all this weight loss. And you've seen all this stuff in the wealth market, the sub-markets, our finance, investing real estate. There's probably stocks. You know, there's a ton of different markets. These are not the only ones. He's just listed. The main ones here for you right now. Within your big market, health, wealth relationships or personal development. Think about the sub market that you might likely be within. If you're thinking you're helping people with relationships. Is it marriage advice? Is it dating advice? Is it parenting? What's your submarket? That's an offshoot of the big market. Then we start with the three, the big three or four. Then we chose. Or you have some idea of what your submarket might be. When you want to choose a blue ocean, you have to go one step further than that, down to what is your specific niche. He says niche in these pictures. I choose the word outcome just to segment this off of your actual product or your avatar. Just being clear that we're talking about outcome, it's really the same thing either way. So as an example, if you're a big market is wealth, then the next step down to your submarket is real estate. Your niche could be flipping houses on eBay. Now I don't know if that's ever been done before. If he just put that in here as example, I think it was done at one time, but anyways, do you see how that's a lot more specific than real estate? Saying like I'm a real estate coach, like you are in the red ocean. The wealth market is like the reddest ocean and then real estate is still very red. It flipping houses on eBay. That could be a blue ocean. At least at one time it was. Not. Everything will remain a blue ocean forever. But if you're the first person to enter a category, then you will essentially dominate and you will make most of the money and create most of the waves. Other people will see that you're successful. They'll try to follow here the first flipping houses on eBay person. Then other people will jump in and try to create their programs. But you'll already have captured up a large portion of that market share if your program is good, of course. Essentially just to review and you don't have to choose this now, but I'm just teaching you how to think about this. Is that within the sub market, there's a bunch of different niches. And we've got to figure out which one is your niche, where what Blue Ocean are we going to carve out that you will live in? Let's say your outcome right now was grow your e-mail list by 2 thousand subscribers. Like you've followed all the other advice in this course. You made it within your passion, within your competence, and you made it specific. And all the other stuff that I told you to do. Well, that is nice and specific and it's a bit unique because it's got the 2 thousand and part. But there's plenty of other people who offer programs on this already. Unique, a unique angle of 2 thousand subscribers is not really all that unique. That's a common mistake that people can make when they're trying to make their outcome like a blue ocean. It actually reminds me of one that I made. This is my old podcast artwork picture there. And my outcome for my product and everything was helping people get their first 12 rental properties. That helped me stand out. It may people remember me because of that number 12? Actually recall a few people who did become clients and they actually said things like Y1 and 12 houses and you had the program for that. Or one guy said I wanted ten Reynolds and yours was about 12. So I figured, why not get to more clues close enough. But that was really just me getting lucky. And those clients could have It's gone with the next real estate coach. There wasn't really a differentiating factor between what I did and the next person at least wasn't communicating that factor. I wasn't positioning upfront. Lot of them joined my clients because they were longtime podcast listeners anyways, and I had built trust and added value. That's probably the real reason they joined. It wasn't a 12 houses thing. 12 houses is cute, but it's not a Blue Ocean. What if got some guy had come along and promise 13 houses? Well, I would be screwed. What I wish I would've done in hindsight is slowed down and just look more closely at what I did and found what made me unique. And in hindsight, one thing that did make my strategy unique was that I invest long distance. In other words, like I live in Denver, I buy houses in places like Tennessee and Alabama, and I buy them, renovate them, manage them all from the computer. That's what I taught the majority of my clients to do as well because they would live in expensive markets and they would need to learn to invest where the houses were cheaper, so they would need to do at long distance. Two, had my outcome been defined by buying rental properties and long long distance markets that might have stood out more. I only knew of one person who had written a book called long distance rental buying or something like that. But I didn't see any programs that were specifically around that. I could've said I help people by the first 12 rental properties in long distance markets, but I don't even think that 12 thing was needed. That was honestly just like a bit of a buzzword to help people remember me. But can you guys see how that strategy of buying and long distance markets makes the outcome much more unique than saying, get your first 12 rental properties. What makes the outcome blue is the strategy itself, which is long distance investing. Another example of this would be a client of mine named Thomas, who is who heals auto-immune conditions. A lot of other coaches are out there. There's a lot of other options for people in terms of overcoming auto-immune stuff. But as we dug more into his story, trying to figure out what made him unique, we learned that the primary way he healed himself and a lot of his current clients was via a form of yogic breathing that's called juggling. He ultimately chose the niche of jiggling for auto-immune. That one extra step made him stand out in the market and you started successfully selling that program to his clients just weeks after making this decision and you could just see the relief on his face once we arrived at that because I'm on the call with him on Zoom. The corners of his mouth turned up. He had a relaxed look on his face. He received this, you could see it in his eyes like it was almost like there it is. I've discovered what makes me unique and I can't tell you. There's something about that that takes the pressure off of you to be all things to all people and to really just settle into that one part of it that you're a master at and that you're passionate about. And it's a weird, It's almost like when you really get authentically connected with your most authentic self. Oftentimes the blue ocean appears out of that. Going on a bit of a tangent here. But that's just something that I've seen with me and with other clients. His niche to Gong for auto-immune. That hints at not just the outcome which is curing auto-immune conditions, but also the strategy by which to do it to Gong. And the strategy piece is what makes his outcome blue. Or my other client, Alejandro, who I've talked about in previous videos and his training, his product. I help people choose a great cash-flow market to invest in its unique. What's unique about that outcome is actually not the strategy. Because picking a market to invest in is required for everyone. What makes his outcome blue is that there aren't any or many programs out there that teach just this one step on its own. You can do a simple Google search to reveal whether or not there's a lot out there about your potential niche. And you're likely to find plenty of content around your idea. Like if I Google how to choose your coaching niche, there's a lot of different blog posts and other content about it. In fact, I actually encourage you to Google how to choose your coaching niche right now so you can see what I'm talking about. When you do just skim all the different articles and the content out there. Clearly a lot of people have this need. But look at how bad an incomplete all the advices on the topic. It's people saying like here's the most, 100, most profitable niches are the top niches to make you successful. Like, you know, after going through this course that, that is not the way by which you pick your niche. Clearly there's a gap in the market for solving this one specific piece of the puzzle. And also I was unable to find any other programs that specifically went deep into choosing your niche for an education or a coaching business. Choosing your niches. Part of literally thousands of programs that sort of promise the whole shebang for people. Just like pick your real estate market is. Creating a stand-alone program on this one piece had not been done very much. There's also plenty of programs on how to come up with a winning business idea and stuff like that. But specific to the education coaching market coming up with a niche, which really you could say is the same thing as your business idea, is not a saturated space. Part of what makes this program blue is that it is aimed at coaches and experts. Not a course for just any business owner. I've friend named Collin, who is an oil and gas engineer. And he wanted to become a real estate investor and create passive income. He started raising money to take down large multi-family properties. And he ran into plenty of competition out there. It gets people who are doing the same thing. It's a big niche where it's like multi-family syndication. You get a bunch of money. People together, you get a percentage of the deal by raising the money. A lot of people are doing that. He decided he was going to niche down further and just focus on helping professionals in his industry, the oil and gas industry, to put their money into real estate. So he starts guessing on oil and gas podcasts, presenting webinars at industry events. And almost immediately after making bat shift, he had more money than he could invest in him and I live close to each other. We hang out and talk business pretty often. And his exact words to me where the one big winning move that I made was focusing on the oil and gas industry. Now he is seen as the go-to guy for people in the oil and gas industry who wanted to invest their money. And him and his partnership of closed on multiple large, multi-family deals and he's raised a bunch of money for those deals. And he links at all back to making this one decision. That is cool, isn't it? Like, it's like, wow, that sounds way easier. I can just focus on this segment of the market. And everyone sees me as the go-to person. I don't have to focus on everyone. That's what I want for you guys. It's cool to hear about other people, but I'm telling you these stories so that you can maybe see yourself in it and decide how you could do something similar and make things easier for you. With Collins outcome, as with this program, it became blue more so because of the WHO it was targeted at versus the strategy by which it was delivered. Are you seeing how there's multiple angles by which you can make your outcome blue. Let's review them just in case because I think it's important enough to really drive home. In the case of Thomas, is outcome became blue by the strategy by which it was delivered. Juggling for Auto-immune. The case of Alejandro is out come became blue because he picked a small piece of the process. How to pick a market to invest in. And focused on building an entire program on, to solve just that one piece of the puzzle. In the case of Column, his outcome became blue via the fact that he was focused on helping just people in the oil and gas industry. Whereas no one before had done that. The strategy by which you get your outcome can be unique and that there's not other programs are options out there. Or the outcome itself can be unique because hardly anyone else's teaching exactly that one step. Or who you target your outcome at your avatar can make your outcome unique. You might have an outcome that's like not that not that uncommon. It's like yoga or something. But if you targeted at like attorneys or something, all of a sudden, that's unique, like yoga for attorneys. I don't know if that's a good idea or not, but I'm just came up with it up top my head to drive home the point. We've uncovered three techniques by which you can make your outcome blue. It's probably more that I'm not even aware of. How do you know if your outcome is blue? Well, there's one sure-fire way and that is if there is little to no direct competition, that's one of my favorite parts about having a blue outcome, is that there's so many other people out there that serve coaches and experts. I mean, you've seen them all. But by being the niche guy, I don't directly compete with them. All those people who help people make ten K a month, they have clients who can't make their niche. You might have been one of them before. Instead of competing with them, I can say, Hey, do you have clients that are struggling to pick their niche? I could do a guest training on that for you. I could write the forward to your book. I could give your clients free access to my course when they purchase yours, I could come on your podcast. So basically, they end up seeing me as added value to what they do, not as competition. That's a really good acid test to determine whether or not your outcome is blue. Did you, when you made the decision, did you steal a shift to where you can see your competitors now as potential partners? If so, you just went blue. Another thing is that when coaches create a program on something broad like real estate investing, they don't really nail each piece of the puzzle completely. I'm going into this to try and further convince you of the idea of pitching down. Because he's coaches will have all their modules in their program mindset, market team money deals, analyzing, closing, then bonuses, flipping houses, tax strategies, like look at all that stuff. The truth is if you were really going to nail all of those steps, you would either need many years of constant testing and upgrades, or you would need to partner with people who are smarter than you in those areas and have them help. That program abroad, program like that. It's harder to market to people they don't understand what you're talking about. It's harder to sell. They can't see if they need it or not. They can't see how it's unique. It's harder to talk about and explain. Every time someone asks you what you do, you have to take a deep breath and talk for half an hour. It's harder to deliver. It's harder to keep updated so your clients are getting worse results. The program is not as good. It's harder to market, harder to sell. What is the benefit? There is none. It's just, you know, a misconception that we've been taught. You can't make your program great if it's too complex and if it's promising too much of the overall pie, the process of managing a rehab on houses massive, like all these things, are involved in rehabbing a house successfully. Yet people create courses that were rehabbing a house is like just one module or something like why wouldn't that be your entire program? Please shed the burden of thinking that your program has to do everything for people. This is actually a disservice. If you want to nail something, pick a smaller piece of the puzzle. Amy Porter field says one of the biggest mistakes online educators make is trying to put everything but the kitchen sink into their programs. Actually makes it harder for the client to navigate. Getting the outcome takes so long people get discouraged and say the program didn't work. You're going to get better client results if your program is streamlined and crisp, I could have bloated the **** out of this program to show you how much I know or just to make sure you thought it was valuable with a bunch of bonus modules and other stuff. Because I know a lot more stuff than in this program. Of course, just like you know, a lot more than you're gonna end up putting into your program. But is that what you really wanted? Did you really want me to make this just Brian Elwood program? I put everything I know in one course and then it's on you to somehow navigate all that and get your outcome? Or do you just want the outcome of nailing your nibs? So you can move on from this, put this niche stuff behind you, and get to your next goal. Keep hitting higher levels. Achieve your aspirations. Why am I telling you all this? It's ultimately in the hope that I can take some of the weight off of your shoulders. I can encourage you to pick a smaller piece of the puzzle. Increase your chances of finding a blue niche. Ensure that your product is really great, which will lead to more confidence. So if you're wondering, this is starting to sound like some of the previous videos, Brian, where you're talking about specificity. Yes, it is. There's overlap between these principles. Making your outcomes, If it's also making it within your area of competence to that plays a role. So does making it something you're passionate about? Don't worry, I'm going to provide you with a master checklist at the end of the outcome module. Make sure you ticked off all the boxes because I know this has been maybe a lot to digest all at once. But the thing is, sometimes when you get one piece of this right at the others will fall into place. For example, blue outcomes. They're often specific by nature. It would be hard to, I don't think you could make something that was blue, meaning it hadn't been done before. And had it be vague, general. It's often specific by nature. Since you niche way down, you likely chose something that's in your zone of competence to we are going a lot deeper here in this training to get to the really good stuff. We're about to work on making your outcome blue. But I do want to check in with you right now and just slow down and asks you how you're feeling after digesting this training thus far. If you're anything like I was because I remember when I learned these concepts, you might be feeling some combination of resistance and uncertainty. I've heard this blue ocean advice over and over. I even read a whole book on it once purple cow by Seth Godin. The reasons I resisted doing it and acting upon this wisdom were that one I just didn't think I could think of anything that made me unique. How is worried that niche down too much with limit me like we talked about before. It felt like a lot of work to think of something fresh and unique, which it is work. I didn't see the important Senate enough to really value it. Also kind of had this belief that my differentiation stood with who I was like people will like me enough and they'll just there is some that, but that takes a long time, like, yeah, people listen to your podcast every week for two years, they're going to really get to know you and they'll, the people who align with your values will choose you over other people. But if you want, results faster than that and you don't want you to be your differentiating factor. Don't buy into that viewpoint. But I remember what it was like to be in your position. It can feel a bit defeating because then you can look at the examples that I've given. Say, man, everyone else has this cool unique product, product. They've got this cool angle. They are, they're not competing with people. That seems like it's for them, not for me. I just ask that you explore that belief a bit more, that you've journal on it. Perhaps decide to give yourself permission to carve out your unique space in the market and own it. If you're feeling resistance on this, like literally go to the coffee shop with your journal and your pen and write down y and go deep, Why are you, Is there something else going on? You don't feel qualified and you don't feel confident or you're not giving yourself permission to do something that feels a bit big. Part of growth and in business is personal growth. And getting out of your comfort zone and doing, making bigger leaps. As there could be some inner stuff that's going on with you. And I just know for me, journaling helps me to get a lot of that out on paper. It's almost like therapy with but I'm just with myself. And so I like to go do it at coffee shops. Give it a shot. If you're struggling with this training. Because you might spend days or weeks coming up with your unique outcome. While that's true, after that, I'm just going to tell you you're going to spend the majority of your time from then on marketing and selling that outcome. It's almost like we're going back to the chainsaw or wooden mallet analogy. Would you rather get started today chopping down trees with a wooden mallet or wait a couple of weeks, but then you get to you as a chainsaw. All right. It's time for you to put pen to paper and see what you come up with. Right now, I'd like for you to open your niche scorecard. And click the tab labeled blue. All right, when you get there, this is what you will see and I'd like for you to spend some time answering these questions. First question is out of the big four markets, wealth, health relationships, personal development, which does your outcome lie within the next one. What is your submarket, the market within your big four? So if you're a Big Four, is personal development. What are you focusing on within that ear? Focusing on like spirituality, or what is it if you're a big market as health, then are you focusing on nutrition? What's your next submarket down? And then within your submarket, when you take it one step further, what ideas do you have that could make your outcome blue? What could be your blue niche or outcome within that sub market? Just fill in a few ideas that you have. Then what is it that makes the outcome blue with the idea that you're leaning towards the modes. Is it that the strategy itself not use to get that outcome? Is it that no one teaches that one piece of the puzzle on its own, there's no products on it. Or is it who you are deciding to targeted at with your avatar? Next question, when you Google your outcome, does there appear to be interested in the topic? We want there to be interests in what you do. Then also the next question, the last one is when you Google your outcome, can you find any available products to help people achieve it? If so, how many did you find? A few final thoughts on this idea of a blue outcome? If you're still overwhelmed by this training and you feel like it's almost thrown a wrench in your plans versus helped. Just understand that this is normal. It training may only plant a seed that blooms later on with the next product you sell. I debated even putting this into the course, but I knew you wanted to nail your niche and you wanted to master that idea. And a big part of that is just deciding what you're going to do for people. I just felt like if they really want to know what it takes to create a winner, I have to include this, whether or not they decide to act on it is up to them. But making your outcome blue really will take you to a new level. Even if you're overwhelmed. I encourage you to sit with it for a week. Let those emotions dissipate somewhat and explore what's going on. And explore what makes you unique. Because I think a lot of the time the answers lie within your own story. So really try to drill down on what makes you unique. What's unique about the way that you do things, or who you are. There is an angle to create your blue ocean. I believe that if you're willing to be vulnerable, look at her, look hard enough at your own story. Slowdown. Be brave. You can create your blue ocean. I recommend you to journal every morning on this and continue to do research. See what else is out there that is the same or similar to the outcomes you're considering. Last but not least, make sure you feel good about what you choose. You shouldn't just pick something that's unique, but you're not gonna be excited, deliver, to deliver on it, or have the skills to do so. In other words, making your outcome blue should not compromise the other steps we've done in this module. If you feel like you've discovered your blue outcome, then I want to give you a big virtual high-five because this final tweak really will ensure that selling your program is much easier. If you likely have not yet. That is okay too. And that's gonna be most people asked for help submit what you've come up with so far. We're here to help you. In the next training. We're going to review this entire outcome module since it's been a beast one last time. And we're going to complete a final outcome checklist to ensure you've ticked all the boxes. So thank you for watching and I will see you in the next training. 12. Your Final Outcome Checklist: Okay, This is the final outcome checklist. And in this training we're going to take everything we've gone over in this entire module and just put it to the test and make sure that you've ticked off all the boxes that we've covered. You can move forward with the best possible outcome for you to deliver as a coach or an expert. As I said, we've covered a lot in this module. And before I even started on this course, I knew this module would be the most in-depth. That's because it is where most coaches struggle. In this training, we're going to complete a short checklist that brings it all together to ensure you've nailed the outcome. There is, however, one final step that I'm a bit scared or nervous to reveal to you. Especially after you've learned everything else that it really takes to nail your outcome. Even if you nail every step in this module that we've covered, there's still one big missing piece of information that we do not have. I know you're like, Oh my gosh, Brian, what could it be? We've covered all this stuff. I just want to say that can you see why a lot of coaches are struggling to sell their products? There's just so much we've covered thus far that people don't understand. There is depth to becoming successful as a coach or an expert. There is more than one thing that you need to have in place. At least if you're feeling overwhelmed, I still haven't revealed what this is, but if you're feeling overwhelmed, just at least know that you have all the pieces at your fingertips now that you can figure out one at a time and really align and lock in your niche. The one big missing piece that I'm referring to is customers. The problem is, is we don't know whether or not your prospects, your avatar will actually take their wallet out and buy your program. Will they pay for the outcome that you have put together? Asking them isn't enough. We need proof in the form of purchases. A lot of people say, Oh yeah, I asked these three people and they all say, Yeah, that's great. Pretty much anyone's going to say that they're going to tell you that your idea is great or whatever. But that doesn't matter. Because when you go to, ask them to buy a lot of them won't. And then it turns out maybe it wasn't so great. When people pay for something. That's really the proof that they want it. You don't need a ton of purchases, but you at least need a handful. I give you a small or no audience and you could sell your program to three people. I would count that as validation, that people will pay for it. Here's the thing. Successful coaches and experts all take this approach of cell before you build. I didn't create the trainings for this course until I had sold it to a handful of people. I had a feeling it would do well based upon what prospects had told me. But I really needed the validation form of actual purchases. Once I sold about six of this, of course, in two weeks, I was like, okay, this is going decently well, I decided to run with it and I created all the rest of the trainings beyond week one. Even though your outcome might seem great, you must do that final step of validating with prospects in order to see if it's a winner or not. You can reach out to people one-on-one. You can do a webinar. You can put the course on a drip, which means you just create week one of content. And then once you start selling it, you follow all the purchasers and you have to have week two done by when it's week two for them and week 34 and so on. That's what I did for this course. Some of you might hear this and go, isn't it unethical to sell something that isn't ready yet, That's real common and I had some resistance to that concept when I first heard it too. The thing is, is if you're clear about what is going to be delivered, what they will get to even if it's on a drip or you're going to teach it live to them week-by-week or whatever. Then they agreed to that. And then most importantly, you actually keep your word and deliver great content like you said you would, then there's absolutely nothing wrong with that at all. It's completely honest and above board. Even though you're about to dive into creating your product, don't go out and create all the training materials. Gets your website and your logos like, you know what I mean? Don't do all that stuff until you've actually sold a few. Alright, let's head over to the new scorecard one final time in relation to nailing your outcome. So open your copy and click on the tab labeled outcome. Once you get there, this is what you'll see and let's go through these statements and answer whether it's a yes or a no. Number one, my outcome is so specific that at the end of the program, I would know with 100% certainty whether my client did or did not achieve it. To my outcome is within a subject matter that I am currently passionate about. Three, my outcome makes sense for the avatar that I chose. And the avatar module, the person that I love serving for my outcome is something I've already achieved for myself. Five, I have a 100% certainty that I can deliver my outcome in full. Six, my outcome is blue. And seven, what we've discussed today, I have sold my outcome to at least three people. You likely won't be able to answer yes for that one. But if you can answer yes for all the other ones, then you are good to move forward. If you answered yes for everything but selling your outcome to three people, then congratulations. You've finally nailed the thing that holds most experts back from spreading their message and making an income. If you're still unclear, struggling, just know this kind of stuff does not happen overnight. Please reach out to us and asked for help and share what you've come up with so far. Often your next level of growth and insight comes from just being vulnerable. So share with us where you are now honestly an authentically, tell us exactly what you think, exactly how you're feeling. We will get you past it. The next module, we're going to create your product. This involves things like creating the modules and the pillars of your program. Deciding on your container, will it be one-on-one group? Online course, deciding on the length of your program, the price, and even writing up your offer and hand or putting it in a video and a really clear way so you can share it with your prospects. So thank you for consuming this outcome module. And I will see you in the next module where we go over and create your product. 13. Nail Your Delivery Model: Alright, in this video we are going to nail your delivery model. So by the end of this module, as a whole, you will have chosen a delivery model for your program, decided on the price, decided on how long it's going to be written up, the modules, the delivery model is going to fit your lifestyle perfectly. The sales process is also going to fit your lifestyle and just what you want to be doing in order to sell your program on a day-to-day basis. Now price length and modules are easy and nailing the delivery model is the most important part of this module, and that's what we're going to tackle in this video. Specifically, some good. Let's go over a few definitions first, just so that we are clear on what we're talking about. The words, outcome and program. The last module was all about defining your outcome. Now we're talking about program. Just to be clear, the outcome is just the result you get. For somebody. Example, I help stay at home, moms automate their housework. The program is the package within which that result is delivered. If that was the outcome, it could be delivered via an online course plus some weekly office hours where you can ask questions. Now let's go over the difference between a product and a service. Product is something that stands on its own and it works for you and can be automated. Examples of that that come to my mind are books and courses. And a service is delivering in the flesh a service to your customers. And examples of that would be one-on-one coaching, group coaching, anything that requires your actual time. Why did I choose the word program for this module? I almost chose the word product. Actually, I changed it at the last second to program. The reason why I almost did that as I like products, I liked the idea of creating things that stand on their own. I have this vision of being on my death bed one day and having taken all the wisdom that I've gained while, in my, while alive and putting it into books, in courses. And then those things can stand on their own and hopefully serve thousands and thousands of people. Even long after I'm gone, then I feel like I'll have left some sort of legacy and the, my life will continue to serve people in a positive way. Now that's just my personal vision or fantasy of how I want things to go down. But I don't want to push you into that because you're not me. And so I chose the more encompassing term of program. And so again, you don't need to adopt the same goals and values that I have. This course is actually all about helping you be yourself in all areas of your business and align with what you're doing. So please follow your own muse. You very well may end up with a product or a service, or a combination of the two. I still do one-on-one coaching and I have courses. And I've written a book. So I have products that stand on their own. And I also show up in person and coach people one-on-one. I find that there's four pillars to consider when choosing what your delivery model will be. And we'll go over what I mean by delivery model. More specifically, here in a minute. I mean, it's basically choosing between one-on-one group courses, etc. So I'm gonna go over what your options are in a future slide. But I want to kind of get into the philosophy of how do you think about choosing a delivery model in the first place? The first thing to consider is what you will create. What will you need to create in order to have this delivery model? How savvy are you when it comes to building websites, landing pages, webinars, courses, recording trainings, all the things that would be needed for something like an online course or a membership program? Or are you the type of person that would rather just create an outline or a simple PDF of a program. And then you just want to get out there and go sell it. So what do you envision yourself creating like as an asset to have to help you sell your program. And then how will you sell it? This is one of the things that for some reason is not talked about and all the different programs out there, how do you feel about doing sales and enrollment calls on a weekly basis? How do you feel about messaging or emailing people every single day? Or maybe building funnels, webinar's sales pages. Those kinds of things are required based upon what delivery model you choose in a minute, I'm going to make this makes sense like I'll show you that doing sales and enrollment calls is linked to one delivery model while building funnels and webinars is linked to another delivery model. So really with this pillars slide, what I'm doing is just giving you an opportunity to slow down and think about the types of things that you would enjoy doing and you could see yourself doing in order to create the program, in order to sell the program and so on. Pillar number three is another one to think about. How will you deliver your program? Do you see yourself mainly coaching people face-to-face? Would you like to be coaching on a group? Or do you prefer kind of being more behind the scenes and creating something like a course and funnels and tweaking and building something automated but sort of staying out of the limelight. And then your experience is also a really important consideration that will go into more detail. But are you brand new? How many clients have you served? You experienced enough right now to coach in a group or to create a course? And have you proven your process? These are some things that we're going to consider in this training. Before we pick a delivery model for you. I want to tell you this quick story about the guy who founded the company beach body. And I think it serves as a great example of how a coach or an expert evolves. Beach body, if you don't know, is a wildly popular DVD program that helps people get in shape. Most people know it because they've seen it on TV. They've seen like an infomercial where you can order the DVDs or I'm sure now they've moved past DVDs, but hundreds of millions of dollars. A huge success in terms of helping people get fit. The guy that founded the company. And by the way, I got the story from, I heard it from Sam ovens first one of my mentors in the coaching space. Genius loved the guy, the guy who found a beach body. He had this vision. It's like I'm gonna help people get ripped and I know I can help people get six pack abs and lose weight and all this stuff. But you haven't really proven that yet. So what he did is he started to get some one-on-one clients and started to work with people, just him and the other person in the gym, putting them through his process. And he found that what he was doing work like he his clients were getting results. They were getting muscular and toned and losing weight, getting six packs and all the stuff that he promised he could do for them. And so he's like, awesome. I've figured it out. I'm sure there was some testing, tweaking, adjusting that had to take place. It wasn't like he he probably didn't know everything immediately on how to help somebody, but he figured it out working with clients one-on-one. Then after that, he moves to working with groups of clients. He maxed out, couldn't really serve anymore people one-on-one. And so then he decides it's time to work with people in groups and he's better at it at this point. He's able to serve multiple people at the same time, coaching people in groups. Then of course, his schedule maxed out. He could only coach so many groups of people every single week. The next level of evolution for him was to train other people to work with clients. So he taught his methods to other trainers, certified them. Then all of a sudden they were able to coach people either one-on-one or in groups. And there's really no limit to how many people he could train. That really exploded the beach body business. And so then once he's got this thing really firing on all cylinders like that, that is when he put his information into a digital program. That is when it really took off and started selling on TV, the infomercials, Internet, all of that and became a $100 million company. I love that story because it really emphasizes the need to start slow to work with real people and to essentially prove your theory that you can get people that result, then gradually scale to being able to serve more people. Going with that digital program, which is same thing as an online course. It's sort of the last step and it's also the most scalable. But once you get there, you really should have proof that your program works. The good news is you don't need to go through all those steps. You don't need to coach one-on-one and then go to group and then go to training other people to coach groups and all that. I think you can go straight from one-on-one to a course, a digital program. But if you've never worked with any clients than making an online course is premature because you only have a theory as to what material to put in there that would get them the outcome predictably you think, you know, but it does not make sense to go and shoot an entire course. When you haven't worked with anybody yet, I think the beach body guy had just thrown his information into videos or whatever without working with all those people. Plus he didn't have any testimonials or anything like that. And you get those through working with people closely in the beginning, I would recommend that you work with at least three clients and get them success. So let's have three success stories before you start to build a course. And you can usually get your first three clients from your existing network, even if you don't have a list or a following. People, you know, people they know your Facebook friends or like even if you I mean, my first few clients paid me next to nothing. I coach a few people for free, a few people for cheap. And then I raise my prices. I just did what it took to get my feet wet and get in the game. And there's ways that you can do that too. But I really recommend that you do that before you try to digitize and automate and finalize everything and all that. All right, so let's take a look at some of the different delivery model options that you could choose from. You have one-on-one coaching, group coaching, online course, membership program, which is like, I've run one of these for about a year and a half, a charged 47 bucks a month. And I got it to about 50 people or so paying monthly. I did weekly lives that provided them with some online course stuff. And I did Q&A inside of a Facebook group, that kind of thing. Then live events, That's something I do not have experience in, but I'd have a client right now who is putting together a live event successfully. And so that is something that I wanted to throw in because some people are really all about gathering in groups in person and they'd much rather do that than be on Zoom all day. Do you want to throw that in here as it's definitely a delivery model option. Or you might end up with some combination of the above. A lot of people do end up with more than one of these. And I'm actually going to recommend that you do the same as well and just hold tight. And I'll explain what I mean by that, by the end of this video. Right now let's go over to the niche scorecard and let's take a look at the tab that's called product comparison. So this is what you should be seeing if you head over to that tap. What I've done is I've laid out for you the different options that I had experienced in and how they stack up on the four pillars we've talked about earlier, what you need to create, cell deliver, and then your experience. So let's walk through this. First we have one-on-one coaching. As far as creating that it's the easiest, I think, because you can literally just create an outline of your program and start selling it. In fact, by the end of this module, you will have that done. You can literally put it in a PDF or just on a document or something like that. And then you have enough to send to people and run with it. Now the way that one-on-one is sold is via sales costs him on the phone with people. The way one-on-one is delivered is obviously one-to-one. And so this is the most time-consuming. Many clients, I mean, not clients. Many coaches max out at around eight to ten clients because if you're talking once a week, That's eight to ten hours of calls. Plus like email support and prep time. And it's it's pretty taxing mentally to coach people one-on-one. And so eight to ten is often like a cap for at least what I've seen with one-on-one experience level, none as required to do this. Obviously, you shouldn't be authentically being honest about what you can do for people, but there's no experience required. This is the absolute best thing for beginners. Next, let's go over to group coaching. So as far as creation, you can't sell that. Just having an outline like one-on-one. But I think group makes a lot more sense if you include an online course or some kind of curriculum or training that does a lot of the teaching, and you reserve the group for Q and a. Because once you get a group, like I had, I've had multiple groups that I've coached. One of my real estate programs, we'd have about 15 people on the call each week. I've slotted the call for two hours is really like as long as anybody can stay present and engaged. It's hard to actually teach a concept and then go around the room of 15 people and do Q&A within two hours? It wasn't realistic. I've tried that sometimes and sometimes it calls would go three hours and everybody is exhausted and people got to go eat dinner by then. You know, what I found is it was a lot better for me to take time to put all the teaching into a really good online course and give that to all the people who joined the program and say, Hey, go through this and show up on Tuesday for the group call with your questions about the training. Then I could spend ten minutes per person deep diving and given them their next steps. And that worked a lot better. I feel like group coaching is like kind of a good bit more advanced than one-on-one in that you should have some idea of your curriculum and what works and put it into digitized training. How you sell group coaching, it's sales calls again. How you deliver it. It is delivered drown the computer. Webcam, just like one-on-one. But often, you can just do one call for a couple hours every week. Then I also answered questions on every weekday for all my clients in those programs on either e-mail or sometimes we use Slack. Then experience for group coaching. It's really good for coaches who have coached a handful of one-on-one clients already. And they want to reduce the amount of hours they are coaching each week. And also they have enough demand for their program to put people into a group. You can't really launch a group coaching program if you don't have like a few people that are ready to go because you're going to get one person and it's pitched as a group. It's just gonna be you and that one person and it's not really going to be a group. That's something to consider as well. Online course. Creating that. Now that's gonna be the most time-intensive. Hair requires dozens, if not hundreds of hours plus continuous updates. We're gonna go into that more in this video. How you'd sell it online course. And this is often done via free and paid content, which leads to a webinar or a sales presentation, which then sells the course for you. Delivery wise. This is the least time consuming option, most scalable option. You don't have to do anything technically, but I recommend, as I'll explain later, that you do give access to you or somebody who's been trained for Q&A. A lot of people will do office hours for their courses, like once a month or once every two weeks. I'm just going to sit on Zoom for a couple of hours. You can hop on and ask me anything you want. Or I'm gonna go live in the Facebook group and you can type your question down below kind of thing. So that is something I recommend that your course is really good and really helps people. But still, it's not that time-consuming. It's still the least time-consuming out of all the options. Experienced wise. In order to sell a course, I want you to at least have gotten three clients. The outcome that you told them you could get for them. Last but not least membership program. So in order to create that, you need to create some kind of gathering place for people like a just a Facebook group or some kind of online membership site or forum that's not hard to do. I also think you should create resources, some kinds of tools or trainings, right? So maybe include an online course or at least like a mini course that they get. It helps people increase the perceived value of program, helps them understand what they're supposed to do. One thing with a membership program is have a clear success path for people if you do that because it can get even the way I was just describing that was a bit confusing. Like throw in a course, throw in some trainings, throw in some calls. Try not to make it that way. I think that's how people do it. It's just like look at all this value we give you, we give you access to this, that, that and that more live trainings and coaching. And it's like, I don't really love any program that's kind of like loose and unfocused. And it's just like it's valuable. Like, Whoa, valuable in what sense? Meaning it's gonna get me what? Just as quick tangent. Don't fall into that trap of creating membership program, just trying to pack it full of stuff. Like have it be based around a specific outcome, just like the one that you created in the previous module. You're going to need to create the materials in order to make that happen in the community and structure it in that way. Selling it similar to online courses. This is often sold through a webinar or through posting content and having a call to action to go to a sales page, you're not going to get on a call and sell somebody into a $47 a month program. Delivery wise. Weekly lives is common trainings like in an online course doing Q&A. Then with this safe like a lot of people have a Facebook group. And so you need to be logging in and answering people's questions, commenting on their stuff, replying to whatever they're saying, engaging with them. I would recommend daily or at least a few times a week logging in and doing that. Then I think experience wise, same as online course. You need to have coached a few clients and have proven your process for you. Think about a membership program. Looking at the previous grid, I'm guessing you're probably already leaning towards a certain delivery model before you do. Allow me to confuse you a little bit more, because we actually need to discuss the price range of your potential product. It's relevant to your overall strategy. So if you paid ten grand for one of those mini programs that supposedly going to help you make a ton of money as a coach. They're gonna tell you that you have to start with a high ticket program. That means usually something in the three to ten K range. They're right in the sense that doing this will make you the most money, the fastest. If there was actually a contest who can make the most money in the next 30 days. High ticket would win. Like if you were trying to make a 100 grand, your program was $5 thousand per client. You would only need 20 clients a year, which is not even two per month on average. In order to hit that goal. That's like less than one new client every two weeks. If your same goal was 100 grand and you're trying to sell something for $297. Like a course or something else. You would need 336 clients per year, which is 28 per month. That is almost one new client or sale every single day. I'm just going to tell you that you're very unlikely to start selling a course per day without large e-mail list, a large following on social media or some other platform. Or very well-developed knowledge of paid advertising funnels and webinars. So you can essentially flip a switch and start making sales. On the flip side of that, getting a couple of clients per month is really not all that unrealistic. The downfall there is the amount of cold calling and messaging that's going to be required to actually get a cold prospect to pay high ticket because you're going online, you're finding somebody who just met you and then you're trying to get them to pay $5 thousand straight out of the gate to work with you. And so naturally, a lot of people's guard is gonna be out of their defense is going to be up. There's a lot you've got to get through to get somebody to make that kind of commitment. Also, as you know, by now, I think approaching this overall decision based upon what will make me the most money is very problematic because it doesn't take into account what we would enjoy and be the most proud of over the long haul. Nor does it examine what we would be inspired to do over the long haul and doing something for the short-term, although it might produce results that feels wasteful. To me. Like why get graded cold prospecting only to abandon it later. The main issue that most people have with going straight to high ticket like those programs teach you to do is all that cold prospecting and all those sales calls that you now have to do. But since everyone in those programs and the coaches have decided that, hey, we need money as fast as possible, basically forcing themselves to choose the strategy that leads to that goal. The quickest. I did this too, and it worked. I was able to reach twenty-five thousand dollars per month with nothing but Facebook, deeming sales calls. I'm selling a program and the five dash six K range. But I didn't enjoy it. Each day felt like a grind. It was a lot of work and time invested to get a new client. I didn't like the fact that I had to **** off a bunch of other people by following up a million different times with everyone. It just was not a great fit for my personality. And I can just tell it was not sustainable for me in the long term. What if there is a way to sell high ticket and avoid doing most of the cold prospecting stuff that we all hate. That was the question that I really wanted an answer for. And you might too. The good news is, is that you can achieve that. You can have your cake and eat it too. What we need to do to get there is to revisit concept you've probably already heard about called the value ladder. An ascension model or a value ladder is a more natural way to approach sales and it feels better for everyone involved. This is a quote by Ryan dice of digital marketer. He says sales must follow the process of a normal, healthy human relationship. So if you think about a normal healthy human relationship, how does it work? Like you literally might meet somebody these days, I guess on a dating app or out in public. And then you invite them to meet you for coffee. And then after that, you might go for like a lunch date or a walk at the park. And then you might do a dinner date after that. Then things might get romantic from there on. People like it when it happens that way because that's the normal, healthy human way of evolving in your business. Your customers like for it to happen that way as well. They like to get to know you online meat, you get a little bit of value from you and then take a little bit of a deeper commitment. Like going out on that date with you might be purchasing a lower ticket product from you. And then if that goes well, they'd be considering a more serious relationship like working with you one-on-one. And so ultimately that's the philosophy behind a value ladder and why it works. The value ladder, as you see pictured in the bottom here, it just represents the different tiers of products that you'll have. And then they go up in price as the, as the stair-step are, the ladder goes up to the right. But you want to bring people in at the bottom of the ladder and then ascend them up versus hitting them with the thing at the very top of the value ladder, right out of the gate. If you want to do that, you have to do all that coal prospecting. If you decide like, well, I want to sell one-on-one or group, then I recommend creating a free lead magnet as your front-end offer. I'll lead magnet is something that provides a quick win to your avatar and solves one of their biggest challenges. I want you to make it great, give it out to everyone you possibly can in exchange for their email and then you can upsell them into one-on-one or group coaching. This is for those of you who are like, I don't really have any interest in the online course or the membership site. I just want to go sell one-on-one or group coaching. I'm recommending the spirit of that value ladder. Put something in front of your your high ticket thing where you're asking them to go all in and Mary, you give them the chance to go out on a date first create a free mini course or a guide or a PDF or something like that, and lead with that. And have it be really valuable and solve one of their biggest problems in a very concise way. And let them have a great first date with you. And then that's going to make it a lot easier to talk to somebody about working with you more intimately. I got multiple clients for a $6 thousand real estate coaching program. The went through a completely free online course setup put together it was like eight or ten videos. Each one was maybe ten minutes long. It didn't take me that long to put together. And I promoted at the end of my podcasts, got a bunch of people to download it and people just email me, say that course, so good. What can I do to take the next step? And that was such a different energy. When it came to enrolling them in my group coaching program, then someone I had never met and we'd never I'd never helped them at all. Really makes a difference. If you have that thing on the front end. Now if it is in your plans to create a course or a membership program, I actually recommend you use that instead of the lead magnet. Sell your course or your membership program publicly on the front end. So that's like what they see. You go to your website, that's the call to action. A call to action at the end of your content. If you're gonna run paid ads, everything's gonna point towards your course or your membership program. Then the upsell will be your one-on-one or your group or whatever your high ticket offering is? The last three clients that I've signed that I worked with one-on-one. They actually all bought this course. A thought about that and decided I definitely need to include that here because I didn't have to cold message them follow-up a million times or at all. They reached out to me. And it really wasn't much of a sales call is just more or less like what do you want and can I provide it or not? Okay. Here's how it works out. Because they came to me already trusting me. They went through this course, they liked it, they got a lot of value from it. It warmed them up. And they had already invested some money into this course with me successfully. So that builds trust. That makes somebody open to investing more and working with me at a deeper level. And we're able to just, like I said, 20 to 30 minute calls to hash out the details. I really wish I would've set my business up this way from the beginning, having something in the front that leads people to the backend. All right, I want to shift gears a bit now and talk to you about online courses a bit because I probably could've made this a whole separate video. I decided to throw it in here. But I want you to understand how to think about courses. Because many of you have so much knowledge packed into your brain. A lot of you who can't even begin to unpack it. A lot of people I've talked to deep, they have a lot to share and they can't even begin to tell me what it is they know because there's just a lot to get out. But the thing is, is if you want other people who benefit from all that stuff that you have in your brain. You have to unpack that knowledge. And in online courses away to take everything you know about a subject and get it out there in an organized way. Unlike a book, online courses can be updated easily. If you left something out of your course, you can literally just edit the video, re-record it had a new video or maybe even an entirely new module. And you can fix what's broken. What many people do is they just make a course without even working with any clients and then they think it's done. But that's just version 1. A software company rolls out version after version, after version. You think about all the apps on your phone or whatever website you go to. Software you use, how it's constantly being updated. And each update is based upon the bugs they found. Any customer feedback, whatever they think is going to improve the experience. And that's it. That's how I think about an online course. You get your version 1 out there, but then you put out 1.11.2 and so on. I believe there's no point in doing something unless you're willing to stay involved and you're committed to making it the best. Most course creators simply make ****** courses in the world does not need more ****** courses. Don't even think about creating a course unless you're willing to make it great, really applies to all your programs. One-on-one group doesn't matter. You need to create this feedback loop and you need to make it great. And that is the secret, and that's what makes it great, is having a feedback loop. You have to check in with your customers. You have to find out if they got the result. And if not, why? Then you must revisit the course and add to it, fix what's broken, update it, and so on. Then you sell some more. You see if those people got the result based upon the improved course, what questions they keep asking, then go in and make the course better sell at some more. Get feedback, make it better. Repeat over and over and over again. Even though I'm filming this course right now, I'm not close to being done. This course is going to continually be improved based upon how it lands with the people who buy it. Creating a masterpiece of an online course is an iterative process, meaning it only happens through the real use of the product by human beings. Feedback and improvements, just like a piece of software. Another great benefit of an online course that I like the most is that it's infinitely scalable in theory. You could think of your course like a robot that basically does the teaching for you. Like this course that you're watching right now. It could be teaching 100 thousand or a million or whatever people all at the same time. At this very moment, you're learning something from me. But I might be asleep, I might be on vacation or I might be working on another part of my business. I might even be working on making this course better as we see. But if I was teaching you face-to-face, I wouldn't be able to work on those other things. As a side note, I do recommend always giving your course buyers some access to you or your team for questions. Infinite scale isn't really true because I think you need to give people support for the best possible customer experience. If you want to remove the bottleneck and your business that being delivering your program, then you will ultimately need to gravitate towards an automated delivery model, such as an online course. Right now, people are moving away from paying for college and they're heavily moving into the self-education market. At the time of this recording, the self-education market is doing 300 million a day in sales. They're projected to be doing 1 billion per day within just three years. So think about that. Creating a selling courses is very aligned with what the market currently wants and where we're headed for years to come. However, most of your money, just like with all the other gurus and stuff, It's going gonna be made in your backend or higher ticket offers. Creating and selling, of course, just on its own. Based upon the price point you can really sell it at which in the market it's usually anywhere from 500 to 2 thousand bucks. It's difficult to really nail that. Like if you're running paid ads and you want to be profitable to have a big enough audience or get enough people to buy it. In the short-term. New coaches. They need to do one-on-one or group until they nail their process anyways. So I recommend you do one-on-one or group until you have a few success stories. Create your course and sell it on the front end with one-on-one or group as the group cell. After you coach a few people and get those success stories. Then if you get to a point where you're like This course is selling like hotcakes. I can just sell this thing. I don't want to do one-on-one anymore. I just wanted to build my funnel and pump more people in. That's when you drop off the high ticket thing and you can focus on selling your course. So where does this leave you? I know we've talked about a lot in this training and we've bounced back and forth. We've talked in circles a little bit. But I wanted to just throw at you the different ways to think about choosing your delivery model. And I think by now, you probably have some idea of which high ticket offering you're going to create. Whether it'd be one-on-one or group or something else. You should also have an idea of which low or mid ticket offering you will create either now or down the road once you've gotten a few clients. For now, that's all I need. I noticed if you're a bit confused by this video, like all I need you to decide is it's on the niche score card on the first tab is, what is your high ticket product gonna be and what is your low or mid ticket product gonna be that you're gonna put in front of that. Are you gonna do one-on-one coaching on the backend and sell a course on the front end like I do. If so, fill it in with that and we'll flesh out the details of those programs in the rest of this module. But that's just where I want you to decide strategically, what are you going to go with your high ticket in? And what are you going to put in front of that in order to make the selling of it a lot easier. In the next training, we're going to dive into setting your price, the lengthier program, and we're going to determine all the modules, the outline that make up the program. We're gonna do a nice write-up of it. So by the end of that training and once you do that work, your program will be ready to rock and roll. Get excited for that. Thanks for watching, and I will see you in the next video. 14. Build Your Offer: Alright, so you've made it to the video where we're going to put some of the final touches onto your program. In this video, we are going to nail down the price that you're going to charge for your program, how long it's going to be. And the different modules or pillars that make up the program. So essentially the outline of your program. So by the end of this video, for most of you are going to have everything. You need to literally go out and send this over to people and start selling it and start getting clients. Just like I've emphasized, that you need a clear outcome for your program. We also need a clear path to getting there as well. Your clients will want to see if they decide to work with you. What the curriculum is, where are they going to go? What is it gonna be like? What specifically are you going to work on? A lot of my clients often say I'd love to just see the Roadmap. I'd loved to see where we're going during our very first session together. And I'm the same way. I love to understand exactly what I'm going to build and why. Because it helps to put the other steps into perspective and it gives me more motivation to get things done when it understand how one piece is part of the bigger hole. It's like if you were building a car or a house or even something like a piece of furniture, wouldn't you want to see a picture of the finished product ahead of time, you'd want to have some idea what you were building. You wouldn't want to just be blindly following instructions without having any idea what it was all for. Now that you know your outcome that you create for someone and you know how you're going to deliver it. It's time for us to start outlining the actual journey that someone's going to take when they sign up to work with you. Now I use a bunch of different terms in this video like modules or outline or pillars or steps. Just know that I mean the same thing. No matter which of those terms I use, you can use whichever one you like the best. But I want you to think about what are the three to five big shifts that your client will experience or steps your clients will take to get the outcome. I put shifts four steps because some outcomes are more granular, like I will bode your website and some of them are a bit more esoteric, like I will help you find inner peace. And so maybe if you're the ladder of those, then you'd be more than the shifts, your column versus the steps you'd help your clients experience. Shifts that lead to inner peace versus steps that are going to help them get more productive or whatever to build their website. Also try to keep this to no more than five. So the human brain likes to understand things in smaller groups. You think about if you were the one buying a program and someone's like, alright, we've got nine modules to go through. Wouldn't that be a bit intimidating? And almost it almost feels a bit disorganized. Like if this person has to put me through nine different processes, do they really know what they're talking about? You need to keep things down to no more than 53 or four is even better. For example, let's say you helped working dads to launch their own business. The steps in order to achieve something like that might be, find your winning business idea, test your product in the market, creates your business plan, and create your transition plan out of your job. I want you to now head over to the niche scorecard and click on the tab named pillars. I want you to write down the three to five pillars, shifts steps wherever you want to call it that your client is going to go through in your program to get the outcome. Look at this example I have on this slide here of like, find your winning idea, test your product. That's what I'm looking for. But relative to the outcome that you are going to create for people, what would your overall steps be? Go ahead and write those down to the best of your ability right now. So pause the video and go ahead and do that now. Cool. Once you have that done, I want to talk to you about this concept of IP. Because what we need to do is we actually need to give those pillars a name. We don't want it to just be develop your business plan. I mean, that could be the name, but that's so generic and overuse too that we need something better. I like using IP, your pillar names. And that stands for intellectual property. Traditionally, if you have IP, that means you actually own the rights to a certain phrase, like you've got a trademarked. But we're not really actually patenting or trademarking. These terms. But we're creating names that look like we have intellectual property. What that really does is it makes them yours. It makes you stand out, and it shows that you are different. Let's say your outcome was to help entrepreneurs find more inner peace during their workday. One of your pillars involved in meditation. Instead of just saying week three meditation, which is just boring as ****, you could give it a unique name like the one-minute meditation or whatever would make your approach on meditation In unique. It might be module three, the one-minute meditation. In this module you will get an audio file that contains the most powerful 60-second meditation to reset your energy and boost your creativity throughout your day. This short but powerful meditation is perfect for the busy entrepreneur and so on. Notice right there, not only do we give that pillar or that step, some IP because we named it the one-minute meditation. But we also talk specifically overall about what someone's going to get from that module. And what I mean by that is that the person is actually getting 62nd meditation audio file that you personally came up with. And not only that, but it's going to reset their energy and boost their creativity, etc. They're getting something tangible and then they're getting a tangible benefit or outcome as well. And I'm gonna talk a bit more about including those two things in each of your write-ups on your pillars. But that is what I'm looking for. When you ultimately write this up. I've looked at a lot of other people's programs who hadn't worked with me, but they wanted feedback on their offer. They often had modules or pillars that read something like this. Week Three, emotional, many people have a wide range of emotions. They feel trapped inside of our heads. These emotions can weigh us down and we clear your emotions. You can get back to think clearly have peace, blah, blah, blah. Now, there's nothing wrong with that outcome or that pillar. But the way that it's written, it's so hard to get someone to pay for that or want that because they're just not sure what they're going to get. The person who wrote that up is essentially starting to ramble and teach a little bit. And that is not what we want to do here when we're writing up your outline of your modules. Lot of the time, when I investigated deeper what was going on with that person, it turned out that they also unsurprisingly had an unclear overall outcome. And unclear modules are steps are often linked to just that. Hopefully by now, you do not have that problem because you're here and you've gone through this course. Also when you're writing up the description of each pillar, which we're gonna do here in a second. We're going to give those things IP. We're going to ride the descriptions. When you do that. Keep it to no more than three sentences. In those descriptions. Like I alluded to a bit before, I want you to include one or both of the following. One, any tangible thing that the client gets at the beginning of the module. So like right away you're going to get this productivity planner or your meditation audio, or this time audit tool that helps you whatever. That helps to increase the perceived value of your program because they actually see things are gonna get a kind of reminds me of like when you sign up for something and we're going to e-mail you a journal and a planner and a t-shirt and a hat and a blah, blah, blah. It helps to increase the perceived value and you get like physical things. You're going to conclude the tangible things, any tangible things that your client will get from that module. But then it also wants you to touch on the specific outcome or the benefit the client gets as a result of completing that module. They might get a clear calendar. They might get twice as much energy or twice as much sex with their spouse. They might get an improved credit score or a tangible sense of inner peace during their workday. Any of those things could be like micro outcomes that are linked to with achieving the overall outcome of your program. But these are specific to just like your overall outcome is specific. So I want you to touch upon what is that outcome and or benefit. Why should they care? Why should they care about module three? What are they going to get from it and be as specific as you can. All right, Now it's time for you to do a little more work. Head back to the niche scorecard to the pillars tab. I want you to give each pillar and IP name like we discussed before. Also want you to write up the details of the pillar so it's very clear what the client will get. So go ahead and head over to the niche scorecard and get this done right now. Cool. So for those of you who did that or you're still procrastinating because you feel a bit of anxiety around actually putting pen to paper and writing up your offer. By the way, just as a quick tangent, I switched to the word offer there because essentially that's when we writing it up like this. We're writing it up and offer form. So if someone asked for the details of your program, this is what you would send them. Along with the other stuff we're going to flesh out the price and the length. But anyways, for those of you who are anxious about writing up your offer, understand that this is normal. What you need to understand is that this will not be the final version. There's no way that you're going to nail this on the first time. This is version 1 and you're going to continue to tweak and improve it over time. In the same sense that writing one sentence is a building block that leads overtime to a book. Getting the first version of your offer written is the path towards getting to that complete version of your offer that you feel really good about and really aligned with your offer checklists. Up to this point. It should include three to five pillars, steps or shifts that my client will go through. Each pillar has an epi name, and each pillar has no more than three sentences. And in those three sentences, you're describing exactly what happens in that step, what the client gets tangibly during it, and then what specific outcome they get as a result of it. So all this is going to be like we're kind of getting into copywriting and clear messaging. These are the things that set people apart in this industry. If you're intimidated by this, just understand that. It's probably because you're just not great at it yet and you need more practice. And every time you put pen to paper, every time you try to communicate what it is that you do, you get a little bit better. So go. If you have not done this, pause this video and go just give your first attempt at writing this up right now. Alright, so I want to move into talking about choosing the price of your program. This is an area with a whole bunch of different opinions and I have mine as well, which I'm sure you guessed. A lot of people say things like charge what you're worth or just double your prices. Believe in yourself. Many programs I've been in, someone's not charging enough, supposedly. They chalk that up to you having a mindset problem. I'm going to offer my take on all of that, but ultimately this is going to be up to you whether or not you agree with me and you want to adopt that viewpoint or not. I think that the self-education industry is not taken seriously yet by the masses. Lot of people are even a little bit sheepish about saying that they're an online coach or whatever because it's like, oh, really, What does that, what do you do, what he actually did actually do anything. For whatever reason this industry is not taken that seriously yet. I think we're looked at as a bit crazy out there. It's unregulated and things are often a bit overpriced compared to the other professional services you can purchase. In Britain and Russia had actually talked about this at a seminar about how the industry needs more professionalism brought back into it. He did it in the context of heat. He told everyone at a seminar later today at he actually gave a time. He was like at two o'clock. There's gonna be a presentation. We're going to offer you the opportunity to join this mastermind we have going he's like You don't have to be here. You don't have to sit through it. I want you to I want to make you aware of what's coming. And he offered that as an example of being a bit more professional. As the expert industry. Just be upfront with people. Not everything has to be slimy, shady, sneaky, whatever. I loved that example in that moment where he did that. Because I agree with that. One area where I think professionalism can be brought back in as well. Which would lead to us being taken more seriously is when it comes to actually pricing our products. Like I've alluded to before in this course, no other industry operates the way in which online coaches and experts do when it comes to pricing. Imagine a, an accountant or a personal trainer who just decided to double their bees because they believe they can charge more. A personal trainer was like, well, if you get fit, then you'll like, your marriage will be better and you'll make more money at your job and overtime you're gonna make a million dollars more just because you've gotten shape. And so like obviously my programs worth a $100 thousand, that type of price justification. Imagine if other people in other industries use the same type of justification that lots of coaches and experts do. Yeah, they're accepted are exceptions. There's people out there that have a huge name. They work with celebrities. They can charge like way above average fees, but I'm not talking about the exceptions. I take what I think is a more grounded approach to the self-education industry when it comes to creating and selling products. I see what I do as solving a problem for someone. If you're watching this, then you're a coach or an expert who has a challenge of picking your niche and this program or product solves that problem for you. That's what it does. At the end of the day, that's it. That's what it does. And I'm not trying to go and inflate at 1000 degrees past that. Because solving that problem, I think you would agree it's worth a certain amount of money. It's not worth like above a certain amount of money, like there's a cap on what that's worth. And yes, I do think I can solve this problem better than most people. And yes, I do understand that I have a unique take on it and my unique perspective has value. And yes, I also understand the upside like my clients have once they know their niche, it could be life-changing in terms of money, happiness, etc. I already has been for a bunch of people that I've worked with. But still despite all that, I see the program has one option. They have to solve a problem. Even the people who are out there teaching all that mindset stuff. I mean, they can't sell their course from more than maybe a couple of thousand dollars. There's a limit on what the market is going to pay. For an online course, for example, it doesn't matter how much they believe in it or communicate the value at a deep emotional level or any of that BS. When I set my prices, I think about what I believe the outcome I'm giving my clients is genuinely worth. I want my clients to receive amazing products and services from me at prices that are fair and reasonable given the value of the outcome. I don't sit there and think, well, if my client mix a 100 thousand a year for the next ten years, we'll make $1 million. So paying me ten grand is like a no brainer for this program. I put myself in my client's shoes because I was there once myself. I'll think what price honestly represents the value of helping them solve this one problem. I think the benefit of niches down and solving one problem at a time for people and having specific focused programs that do that. It actually helps me set price because if my programs were vague and I'm a life coach, I'll change your life. It's like, well, what's the price? What are you going to put it as the price tag on that? Like being vague leads to a lot of other problems in your business. I think anyways, I think what's the sweet spot that's not cheapening what I do, but it's also still a very good value for them. You're probably thinking, will Brian, you still have not given a specific way for me to calculate what I should charge. One reason I haven't is because the price that you come up with, it needs to be a great value according to you. Remember how much I've emphasized the importance of believing in your program and having confidence in what you do. Dean grassy OC taught us at the mastermind that the best way to become better at sales is to fall more in love with your programs are your products. And so one of the ways you do that is by just believing like without a shadow of a doubt, that it is worth so much more than what you charge and that is going to come from you. I can't tell you what number that is. It's gonna make you feel that way, especially based upon your specific outcome, which I don't know what that is. But I want you to believe that it's well-worth the price because that is crucial to your overall success. With this. You will suck it, selling it if you don't believe it's well-worth the price. I actually think it will be better for you to sell your program for less than you maybe could, and keep it at a price that feels like a great value to you. Versus the other option of selling it at a higher price that maybe you could get some people to pay, but you don't feel great about asking for, Let's say, you could probably charge five grand for someone to work with you one-on-one. But since you're a newbie, you're terrified to ask for that much money. Instead of trying to pump yourself up and screaming into the mirror every morning about how valuable you are. I recommend just adjusting your price to a level you feel great about today. Then work with some clients at that price. Get results, get testimonials and boost your confidence, and then raise your prices gradually from there, it's just that simple. So some people, if they're new and they work with me, they tell me they want to start low for their one-on-one program like two thousand and twenty five hundred dollars for like eight to ten weeks, which that is on the lower end of the scale of what I've seen. But that's what they tell me they feel good about. Then they get three or four clients. Then on their fifth client they're like, You know what, I'm feeling better about this. And then they raise their price by 300 bucks. Then they get a few more clients is still going well and they're getting no price objections and they feel like they're adding value. And so they decided to raise it another 300. Over time. They arrive at that $5 thousand mark. So what's your authentic, healthy entry point price-wise into this game, where you feel good about it, get some clients and then raise it from there. Another reason you're gonna be able to raise your prices down the road is simply due to demand. Once you have enough people wanting to work with you, you can turn people away or just raise your prices. So when you think about the outcome you create for people, what do you think that is worth? If you're totally stuck? I'll give you some price ranges I've seen for the different delivery models out there. But again, these are just a guide to help you get started. For one-on-one coaching. Let's say it's a four to 12 week program. So it's like a limited kept off program, which is what I recommend. I know this is broad, but I've seen that anywhere from two to $10 thousand. Probably more commonly, like two to the sixth. Eleven thousand, ten thousand I have seen I've paid that. But two to six. Maybe to give you a bit more of a concise range there. If you're doing one-on-one coaching on a month-to-month basis just with no end date. I've seen that as low as 500 bucks, I've seen it as high as 3 thousand. I've even actually paid more than 3 thousand for one-on-one coaching monthly. But that's just to give you a broad range to think about. For group coaching. For the four to 12 week programs, pretty similar price range and that to $10 thousand range, but more like two to six more common. Then online courses typically are going to be around that price range. Online courses are typically sold without a sales call. And 2500 is about the price threshold that you can sell anything without a sales call. Membership programs. I've seen them in these ranges. I wish I had a more concrete way of helping you arrived and it exact price. I even thought about trying to put together some kind of algorithm to help you do that. But I didn't, because even if I could come up with that, it would be difficult to factor in your belief about the value of your specific outcome because that would have to have to factor in what you do for people, then your belief in what that's worth. And it's easier to just do what I said previously, which is just start with the price. You feel great about an escalate from there as you work with clients. Also, if you follow my advice and detach from having make money BY are consuming goal as an online educator like everyone else's doing. Then you can simply choose a price point. You feel great about it, make some sales and raise it. Remember how I said not to worry about writing up version 1 of your program because it was bound to change and improve over time. The same thing goes for your price. Your price can change as often as you'd like. So don't overthink the dollar amount you choose to start with today. My only advice would be don't start too high and then you have to lower it if anything starts to low, and then raise it. Head over to the master tab on the niche scorecard now and fill in the prices you're going to start with, both FOR YOU low and mid priced program. If you're going to create one of those, as well as your high ticket program. The last detail we need to hash out about your program is the length. Some coaches do operate on a monthly model and it's just month-to-month ongoing as needed. But I like to operate in the world of delivering specific outcomes and letting my clients get on with their lives. I like my programs to all have a specific timeframe. Now there is of course a difference when we're talking about one-on-one coaching here versus something like an online course. Online course might offer up office hours or email support for a limited amount of time. But you would still think about that from the perspective of the client. So put yourself in their shoes. They're going through an eight-week online course. Wouldn't they need at least eight weeks if not 12, of access to you for questions because they might go on vacation for one of those weeks or get busy or just need some time after the eight weeks of training is up to get everything done. When it comes to a course, the length is essentially the amount of time your customer is going to need support from you in the form of Q and a, because the course is designed to do the teaching with a membership program. Choosing a length essentially contradicts the very nature of a membership program. Most gurus will tell you to start the membership program for the very purpose of creating monthly recurring income for your business. Then you go out there and you pack a program full of **** and you hope people will stay in it so you can pay your bills. Kidding, they're only partly. But maybe if what you do for people truly involves a community aspect and ongoing support, then there may actually be no end to the program. I'm not saying membership program that just goes on indefinitely. Is it ethical or unethical by any means? It's right. I don't know what your outcome is, so it's hard for me to say. But if that's the case, you wouldn't need to choose a length for the membership program. But if it's designed to give someone a specific outcome, that how long would they need in the program to get the outcome? If it's say six months, this is what they would need to get the outcome, then you could sell the program and a six-month package, ES6 month membership is $297. My overarching advice is to hold the outcome in mind, put yourself in their shoes, set them up for success. Make it make sense. Don't just come up with randomness for pricing or links or what the program includes, any of that. That covers setting up the length for online courses and membership programs. But most of you are likely more interested in setting the length of a one-on-one or a group coaching programs. So let's dive into that now. Your clients aren't coming to you because they love you and they want to spend time with you. News flash, Sorry for that hurts your feelings, but that's not likely why they're hanging around. They're coming to you because they think you can help them get a result. If you had an option to wave a magic wand and give them the result on day one of working with you, many of them would choose that option. Would they not? Why would they not? In other words, the shorter the better for the client. The best way to think about a program length is this. What is the minimum amount of time within which I can get this result for my client. Sometimes I like to think back to the pillars that I created for a program to answer this question. Because if my program has four pillars, then could it be a four-week program? Could I organize it so well and provides so much accountability that we could realistically get it done in just four weeks. If we wouldn't that be great for your client to get the outcome in such a short timeframe. Don't make the mistake of equating a longer program with more value. That's really, really common. Imagine if you were choosing between two programs, both of them were five K. And you knew for sure that both of them could get you the outcome. But the only difference was that program a was 12 weeks long and Program B was just four weeks long. Which one would you choose to go through? I would argue that anyone who went through program a would get unnecessarily slowed down from achieving their overall aspirations. You don't need to get bogged down in coaching programs in order to get what you want. And you should not get your client's bogged down in your programs either. You could have four pillars, but if you actually look at them, you're like, We really need six to eight weeks to get through all of them. There might be a lot of homework in their building stuff or just internal work that needs to be done and it takes longer than one week per pillar. Of course, your program would need to be longer than four weeks. I'm challenging you to make it as short as possible and put the onus on you to make the program crisp and free of fluff. If you've ever had a client who wanted to refund, you could just give them their money back. But the one thing you can never give someone back as their time. And if I've ever wasted somebody's time, That's the thing that sticks with me and really bugs me. Please don't be wasteful of other people's time. Asked for a sparingly and let your program communicate that you feel that way about people's time. I'm making it as short and concise as possible. Oh, did I mentioned another huge benefit of making the program shorter is it's less work for you. Because instead of working with someone for eight weeks, you can work with them for four and then you're done, they get the outcome. Your schedule is now clear to take on another client. You can make twice as much money. How twice as many people? So there's really a lot of value and making a program very efficient in crisp. Now if you're gonna go with group coaching, make sure to factor in whether or not you're including an online course which would allow them to learn on their own. Factor in that they're not going to get as much personal attention from you, which could cause things to a bit slower. More than anything, this decision is going to come down to how long it takes for your client to get the outcome. My real estate group coaching program was 12 weeks long. That's because it took that long to get your first rental property under contract. We needed four weeks just to get set up in a new market for Mort identify a property and four more weeks to line up the money and do all the due diligence and close on the property. I couldn't get it shorter than that. So take some time to think about the ideal length for your program. Now, head over to the niche scorecard. Once again, put the length of your program on the Master tab, declare what the length of your program is going to be. Once you've come up with the price, length and the modules of your program, you have all the necessary ingredients to do a full write-up of the program. Because of the work you've done on your avatar and your outcome, you can include all of this for a very crisp version. So an example could look like this. This is a program for stay at home moms who want to add ten hours of free time to their weak by leveraging a virtual assistant. So that includes the avatar and the specific outcome. Here's what we will cover week one calendar clearing. During week one, we do an audit of your weekly calendar and identify tasks that we want to keep, eliminate delegate. And then you do the same thing for week two, same format. Then you'd say like we worked together for six weeks via 75 minute one-on-one coaching calls. The price is 3800. By the way, I want to give a tip of the hat to one of my coaches named Eleanor strong. She helped me to learn how to write up what she calls an offer posts in the format that I foreshadowed in that previous slide. And she's a rock star and you should definitely go check out our Facebook group. But can you see how when you write up something that clearly everyone's going to know who it's for, what it does, how it does it, what they get, exactly what to expect so they can self-identify with that. Oh, I'm a stay at home mom. Oh, well, I want to add ten hours to my calendar. Oh, this is how they do it. This is what the program looks like, how long it is, what it costs like literally all that's left is for them to say yes or no, because it answers a lot of the questions. These are the missing ingredients that most online coaches, IT experts are lacking in their content and their profiles on their websites and their calls to action. This is the reason most coaches are struggling to get clients. I hope that as a result of going through this program, you've gotten a lot clearer on what you do and you can communicate that with ease. I want to congratulate you on nailing down the final details of your program. Realize that you have everything you now need to go out into the world and start changing lives. You could literally close out of this video and go send your goalpost, your offer on Facebook or Instagram or your blog or email it out if you have people start getting clients. Because now you have the type of client you love, you have the niche you're most passionate about. You have an outcome that you're confident in delivering. That is specific that you can talk about with clarity. You have a program that you loved delivering and you believe in the value of you have nailed your niche. And this is what sets you apart from 99% of the other coaches out there struggling to get a foothold. You now have a mindset and a philosophy that's going to set you apart from the rest of this wildly changing industry. I now certify you as a coach or an expert who has a level head about this industry. And I, who I now believe is going to go out there and offer solutions that are truly valuable and are truly worth what you'll charge for them. And you're going to have a great time doing it because you're aligned with every part of the business and every decision you've made, including your platform, which I didn't mention on the previous slide. So thank you for your time and dedication to going through this nail your niche program. If you want some more help. Connecting all of the dots that we've covered. If you feel like working with me, having me as a sounding board to help you just finalize some of these decisions. Watch the next video to learn more details on how I would do work with people in a one-on-one setting. Again, thank you so much for being here. And here's to your success. I will see you soon. Peace.