Category: Building a Personal Brand

 

April Beach on LinkedIn

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Full Show Transcript:

290

[00:00:45] April: Hi guys. This is episode number 290 and we’re diving into the business model of. Speaking, my very good friend, and I’m so grateful to say that she’s also an expert that comes into our ecosystem and works with our clients. Heather Sager is back on the [00:01:00] podcast again, and if you’ve ever wondered how to actually use stages to sell your programs on the backside, This is a very important episode for you to tune into.

[00:01:11] April: As you know, you can be a paid speaker. That is a different type of business model. We are not talking about that today. We are also not talking about being a speaker on podcasts, and we’re not talking about being a speaker on summits. That is not what we’re talking about here today. So I wanna make sure that you’re not showing up and being like, oh, I know this already. I give a free opt-in. That is not at all what we’re saying on this show.

[00:01:34] April: In this particular episode, we are diving into the framework of how to get booked to speak and actually close deals in the process of communications with companies to sell your program on the backside of speaking, whether you’re paid to speak or not. It’s a really powerful episode. It’s actually so powerful. And the framework that we’re talking about scratches the surface of what Heather comes in and works with [00:02:00] our clients on, especially our clients that have million dollar programs in our content, in our licensing, their programs to companies and organizations.

[00:02:09] April: This is one of the powerful ways that we use to sell and license their programs to other companies, nonprofits, and even other businesses. So if you’ve been listening to the last couple episodes on licensing, you also should be listening to this because it’s one of the methods we use to sell your licensed program.

[00:02:29] April: Again, Heather’s absolutely amazing. I can’t wait for you to get to know her if you’ve never met her before. At the end of this, you’re gonna know the two different types of speaking business models. And you’re gonna know the three steps and what you need to do to use the model that we’re talking about here to sell your programs on the backside.

[00:02:46] April: It could be your course, could be your consulting, and it could be your licensed program or certification program. It’s a powerful episode. Tune in with us and let’s go ahead and dive in. All right, [00:03:00] everybody. Welcome back with my friend Heather Sager. If you’ve been listening to the show for a while, you know that Heather is one of my favorite people to bring in here because we unpack strategies that you can instantly take to the bank of which means taking to your business first, especially in regards to speaking.

[00:03:17] April: And so, Heather, it’s been a bit. Since you’ve been on the show, but give every everybody a quick update about what you’ve been up to in your business lately and all of the amazing action your clients are taking.

[00:03:28] Heather: Yeah. Thanks for having me on the show. April. So the, the biggest new thing in my business, I think last time I was here, I had had my podcast go in for like a year and a half, and we just had a wonderful pivot.

[00:03:40] Heather: The new name of my podcast is now Hint of Hustle, and what I really focus on with entrepreneurs teaching them with speaking is I’m a huge believer that the time you spend on stage. Should give you more freedom and flexibility offstage. So I’m on a mission to help more entrepreneurs who are personal brands, trying to make money with their information products, how [00:04:00] to leverage stages so they get their time back. And that’s what my podcast is all

[00:04:04] April: Oh, I love it. I love it. And that’s why we we’re saying, you know, we’re a match made in heaven for, for what we do. And it’s really interesting because before we dive into what we’re gonna say here in a minute, I hear from so many entrepreneurs say they want to speak.

[00:04:17] April: But it just sounds so exhausting traveling around being on this speaking quote unquote circuit, if you will, and that really isn’t what they want in their business. So I’m very glad that, that we’re talking about this today. So let’s talk about the business of speaking, the business model of speaking. As we dive into today’s show.

[00:04:37] April: What should our listeners know about that?

[00:04:40] Heather: Yeah, so exactly what you just said is a lot of people go on this path thinking, oh, speaking means I travel to conferences or organizations and I deliver keynotes, and I could get paid very well for it, which is very true. That’s actually how I started full-time in my business.

[00:04:55] Heather: I jumped from the corporate space where I was planning multimillion dollar events, bringing in the world’s [00:05:00] best speakers for my conferences, and I love what they were doing. And I knew I was really good on stages, so I thought I could do what they do. I, I, I decided I’m gonna go out and become a professional speaker, and that’s how I started.

[00:05:11] Heather: And very quickly I realized that the professional speaker route was not giving me my time back because I was committed to organizations. A year, 18 months out for these contracts. Like my time was being booked even further out and I had multiple bosses versus just my old former boss. So I thought like, hold on.

[00:05:31] Heather: I love being on stages. I’m really good at it and I have really good messages to share. So there has to be a different way. So when it comes to speaking, I think most people think when they think professional speaking, they think professional means I’m gonna get paid for my time on stage. Which is that traditional speaking model, which most people end up hiring or bringing on like an agent or a speaker’s bureau to have them book on their behalf to get on stages, which is really great [00:06:00] when you wanna get paid for your time on stage.

[00:06:02] Heather: So that is a very relevant business model. It’s very profitable because the margins are low. You don’t have to have a big team. A lot of professional speakers have a part-time assistant. And really what you need is a damn good talk and a system to book stages that that is what you need now to get started.

[00:06:20] Heather: Like there’s some other things with it, but that’s one model. My clients that I work with, we operate, offer a different business model, and that is the, the model where instead of speaking, being the product. You’re using speaking to grow your products. So this is for, if you’re a coach, you’re an entrepreneur who has digital courses, membership consulting, um, you do any of those types of things with information products and you wanna make money offstage, we have to look at a different business model and that’s where.

[00:06:47] Heather: You can still get paid to speak on stage, but that moment on stage opens far more opportunities both with the organizations and with the audience. Yeah, and,

[00:06:57] April: and that’s exactly what we talk about behind the [00:07:00] scenes. Uh, as some of you guys know, Heather is one of our experts that comes in and, and works with our clients at the Sweet Life Company because we’re selling these game-changing very valuable offers in.

[00:07:11] April: There’s no better way to get in front of a perfect audience than using stages to sell those programs, sell those offers on the backside. So I’m super, super excited to dive into that second business model, selling programs, selling your intellectual property on the backside of stages. So how does somebody get started with this process if they’re like, yes, this is totally what I was looking for, but I didn’t actually know how to go

[00:07:39] Heather: about doing that.

[00:07:41] Heather: Yeah, I, I love this topic so much because a lot of times I’m focused with people just on their talks and we don’t even get to the point of them making the business on the back end. So this, I’m gonna geek out with you today. So you know how I mentioned in a professional speaking model, you really need two things, the damn good talk.

[00:07:54] Heather: You need the system to book the stages. So when you’re leveraging those stage opportunities, and let [00:08:00] me just clarify. When I say a speaking opportunity or a stage opportunity, it could be you being paid to speak at a conference. It could be you coming into an organization teaching a workshop. It also could be you speaking virtually, maybe for an organization, but also you might be going direct to your ideal clients and speaking at virtual summits.

[00:08:18] Heather: Or hosting your own events. A stage is simply a platform to share your message, so you have a lot of opportunities available for you, but to you speaking as a way to grow your business, you actually need three things in this business model number one. It’s not just good enough to have a damn good talk.

[00:08:35] Heather: It doesn’t matter if you’re charismatic or you’re a great storyteller. You have to have an effective talk, which means not only do you wow your audience and the client who booked you, but you have to ensure that you’re driving demand and desire for your offers. So that’s why you have to have an effective talk.

[00:08:54] Heather: That is number one. That’s what I spend most of my type. Time helping clients with, because most entrepreneurs, we [00:09:00] believe were really, really great speakers, but we’re really good at getting praise. We’re not good at organically driving sales from our messages. Right? And I teach people how to be persuasive without being schmucky.

[00:09:11] Heather: I love that. Number one, effective talk. Number two, of course, you have to have a system to book talks. It’s the same on both ends, but who you’re booking, you’re being a little bit more csy. Mm-hmm. And more intentional with the types of clients you’re after. But then number three, you have to have a system on the back end for how you make money after your talk.

[00:09:31] Heather: Because it’s not just about your time on stage, it’s what’s happened next. And part of that is what happens next for the audience. But a big part about speaking when you’re an expert is you can make money through consulting, booking additional gigs. There are so many opportunities on the backend when you’re booking corporate and organizations.

[00:09:50] Heather: Yes, yes,

[00:09:50] April: yes. And licensing. And that’s what we love to talk about, right? It’s just selling your program. Selling your consulting to the organization. So let me just repeat for our [00:10:00] listeners, what I just heard you say is that, There are really two audiences that you actually get to sell to in business model of speaking.

[00:10:09] April: Number two, first of all, the audience, and second the company that you’re speaking for. And how powerful is that? So you really have two people that you can serve. So how, if somebody really wants to get started with this, what are some of the steps? To build, first of all, the effective talk. So my question for you is, how important do you believe is it that their effective talk connects with the solution they provide in the offers that they’re selling on the backside?

[00:10:43] Heather: If you wanna be effective in your selling, you want it to be very closely aligned. The, the more distant your, uh, stage topic is from your offer, the harder the hill you have to climb with your audience. And the longer the nurture window and the more connection you have to create in terms of connecting [00:11:00] the dots for them.

[00:11:00] Heather: But the closer aligned your solution is to what you’re speaking about. The closer you are to your audience with them being aware of their problem. So I like to align those things. It’s why what we do to build an effective talk for the majority of my clients, we build something called a Signature Talk, which very much coordinates with what you teach in your signature method.

[00:11:20] Heather: So what we do is we focus on how do we create the context for the signature solution so that people are excited about it. And that’s what we do inside my program called the Signature Talk Accelerator. Where we geek out over that, we obsess over it and say, how do you build the narrative in a way that gets people excited and you’re able to pitch it to organizations so that they see the benefit for them too.

[00:11:42] April:

[00:11:42] April: Right, And it’s so fascinating. I mean, when I talk to clients, I think there is so much confusion around people thinking, oh, I need that motivational talk. I need the one that feels so super good. And I really do think there’s a disconnect between what you’re saying, between an [00:12:00] effective talk. And not that it’s not motivational, not that it’s not inspiring, of course it encompasses all those things, but you’re bringing somebody through, would you call it, that framework and you’re saying in their method of what they teach in that process.

[00:12:16] April: And I really think that it’s just, ,muddied waters a bit for people that just don’t understand that if they do not have that framework. Extracted from their offer as part of their talk. They’re working against themselves. I was actually just working with a client. I need her, I need to send her over to you.

[00:12:37] April: As I’m saying this, I’m realizing, oh my gosh, I need to make sure she’s getting introduced to Heather. Um, and she has an amazing program she’s working through at a certification program. She’s booked all the time on stages and the talk that she has been given, giving for years. Now that we have this program that we’ve built for her, right?

[00:12:58] April: It’s totally the wrong talk. [00:13:00] It’s a great talk. She’s known for this talk. She’s getting booked for this talk, but now she really needs to pivot that.

[00:13:07] Heather: Yeah, and she could probably keep it. So one of the things I talk about with my clients is you’re gonna have a speaking ecosystem. So your signature talk is the one that is most directly aligned, aligned with your offer, right?

[00:13:18] Heather: So that one there, and that’s why I help clients. We start there because if you have a method or if you have a program, and if you don’t have a method, see April, right? She helps with that. This is what you do is, uh, we wanna align those. A lot of people go, oh, I’m gonna start with my signature talk and then I’m gonna figure out what to sell.

[00:13:34] Heather: It’s kind of ass backwards. I mean, you could do that, but you’re gonna be far more, again, the word is effective. Mm-hmm. If we start with what is the goal, what ultimately is the offer you wanna be known for? What is the thing that you wanna sell? And then we build your signature story and all of the messaging around that.

[00:13:51] Heather: But you also will have other talks. So for me, I’m still a professional speaker. That is part of the revenue in my business. I love speaking. I don’t think that’s ever [00:14:00] gonna go away. I have a variety of keynotes and workshops that I deliver that are not my signature. Now, the majority of them are connected back in some way to my signature talk because I wanna be known for something.

[00:14:13] Heather: But let me give you an example here. I specifically work with entrepreneurs who have. Mostly online programs, so again, experts, co coaches, consultants, educators. Now with this type of business, I’m very specific in what I teach on speaking. However, when I work with organizations, I’m hired a lot by companies to come in to train their sales team, to hire, um, to come in and train their executives on more effective communication.

[00:14:39] Heather: Now, communication, giving presentations. That’s really not the same for sales, like a sales force or an executive, right? But the principles of effective communication, they transfer. So I have talks that are modified that aren’t completely different than what I do, but the point is you can have multiple talks, but you wanna know which ones are gonna be the best money makers [00:15:00] for your business on and off stage.

[00:15:02] April: Fabulous. I love the ecosystem language around that, as you know. That’s just awesome. Okay, so they have their talk, they have their framework, they have their outline of what they’re gonna speak on, and then the next step, you said that it, you need something after that. What comes after that, after you’ve booked that talk?

[00:15:23] April: What? What happens on the backside to actually sell the programs? What does that usually look like in your experience?

[00:15:31] Heather: Well, a lot of times this starts actually well before the engagement itself. So we, we create our talk I recommend for my clients is we practice, uh, we, we book some low stakes talk that are not your ideal client that you’re after.

[00:15:43] Heather: So we can, uh, hammer out the, the weird parts of your talk. People struggle with transitions, the stories, right? We have all that done. But let’s say that you’ve booked. An epic stage talk and now you’re going, how do I make money on the backend? Well, the reality is most organizations when you come in or conferences you speak [00:16:00] at, they are not gonna be a fan or allowed to any capacity of you saying, here’s my program, here’s my offer.

[00:16:07] Heather: Selling from the stage is, is a very unique thing. And what I’m finding with today’s consumers, most people are turned off by it. And what you’ll hear oftentimes is people are like, but it’s so effective. And it is. But what we also find is consumers who purchase from those selling from the stage moments they buy despite feeling kind of yucky about it.

[00:16:27] Heather: Mm-hmm. There is a high pressure stakes piece of it. So yes is effective. I’ve done it before and multiple people have done it before, but you go with it knowing that it might not be the best experience for the audience. Now I say that, I know a lot of people disagree with me, that’s totally fine. But what I find with most of my clients is it works.

[00:16:45] Heather: And it’s not always the most positive experience. Sometimes it is. There’s like people like Brennan Burchard, he’s phenomenal at it. Mm-hmm. Um, however, I bought a 10 K BN Burchard offer once, and I remember feeling like this was not, I don’t feel great about it anyways, so, but I love the offer. [00:17:00] Um, I, I digress here, but going to the back end.

[00:17:03] Heather: Your back end selling starts before the talk. So we talked about you have two audiences. You have the ultimate for the, for the client audience or the people in there. And then you also have the client who booked you. So what I like to start out with is if you’re having a pre-call with an organization, you’re scoping.

[00:17:22] Heather: What they’re looking for, and I’ve taught your group this before April, around how to lead these calls around how you actually start gathering information for your client to understand. She’s so

[00:17:31] April: good at this, you guys. It’s ridiculous. I’m very, it’s like ninja skills. It’s insane. Sorry, go ahead.

[00:17:38] Heather: Yes. Is where, no, it’s great.

[00:17:39] Heather: Thank you. You can say more nicely. All time. Like she’s incredible at it.

[00:17:42] April: It’s crazy. My clients are so powered

[00:17:44] Heather: up. Oh yeah. Most people, they go into these inquiry calls like thinking like, I wanna, I wanna get the information so I can pitch. I wanna understand the scope and the context so I can offer a bigger transformation.

[00:17:57] Heather: Mm-hmm. That’s how I go through it. So I ask the [00:18:00] questions I need for my specific talk, but I’m also asking rooted questions around what is the overall impact in this organization? What is the bigger picture for the people in the audience? I wanna know context, because context allows me. To paint a bigger picture for them because nine times outta 10, well probably 10, 10 times outta 10 most meeting organization, uh, organizers or HR professionals, when they book you, they’re filling a spot for a conference, right?

[00:18:25] Heather: They’re not thinking, oh, your program would be amazing for our fleet of salespeople. Like they’re not really thinking there. Job, their scope is the meeting planner or the HR person to bring in people for this one training event. That’s like point blank. That’s what they are focused on. However, if you have a conversation with them and even nod the fact that this goes in alignment with your program, and in fact most of your clients you work with, you end up working with them on a more long-term basis through consulting or through your program licensed [00:19:00] out for them.

[00:19:01] Heather: You can drop these breadcrumbs in your planning conversations with them on a very soft nod. And you normalize it by saying how you typically work with clients, which opens up the door often when you’re on site with them at an event. This is how I used to book speakers. We’d bring them in because we were auditioning them and we had spots to fill, but the ones who, our audiences went bananas over that we, you better believe I took them to lunch.

[00:19:26] Heather: Ask more follow-up questions, and those often led to multiple six-figure contracts for those people consulting in an organization. So you never know what a lead, but you do not wait until that you step off stage to start selling. It starts way at the beginning, at the start of the relationship.

[00:19:41] April:

[00:19:41] April: Oh this is so powerful. And it, it’s a different thought process. It’s about being very proactive and not shooting from the hip and being in incre incredibly strategic about the steps in the time that you take in every moment that you have with a potential [00:20:00] organization, a potential buyer. A potential client, which again, Is of course the, the audience that’s listening.

[00:20:08] April: But I really love in this conversation here, we’re honing in on the company side of it. And one of the things that you have said when you, you’ve come in and work with our clients that are licensing their products and selling their programs to companies, Is being a great listener, and this is not what we’re talking about on this show, but the feedback that our clients when they leave one of your master teachings in our ecosystem is, wow, I’m not being a good enough listener.

[00:20:39] April: I haven’t been a good enough listener, or I haven’t really, like you were saying, understand what their bigger picture is. What words did you say? I think you said under. Understanding the greater mission of the organization, not just the micro mission of the spot they are trying to [00:21:00] fill as a speaker. I think that’s so powerful.

[00:21:04] Heather: It, it’s critical, and I think this is the, there’s a lot of things that go into this, but one of the mis biggest misconceptions people have with speaking is that it’s your responsibility to stand up on a stage and grab the mic, and it’s your moment to share whatever’s on your heart. Whatever message, what do you wanna know?

[00:21:20] Heather: And that works if you’re trying to become a motivational or inspirational speaker or there’s a lot of very successful. Athletes. Yeah. Or celebrities with a story. They have a story to share and that’s great, but again, we’re not speaking for just monetizing that time on stage. We’re business owners and there is a bigger mission we have, and it’s not just about making money.

[00:21:40] Heather: I think this is the critical takeaway here to connect back with listening. The people that I work with, they genuinely. Want to help solve the problems they were put on this earth to solve. Yes, they know that what they have to do, there are people who need it, and they feel the sense of duty to teach it in a way that are gonna reach these people.

[00:21:58] Heather: Now, the the [00:22:00] dichotomy that we have here is because we have to play expert role. We think that we have to know everything and therefore share everything with a prospect in front of us or people on stage. But your most powerful connection and sales tool. Is to listen. You need to understand what types of questions should you be asking so that people open up to you.

[00:22:19] Heather: One of the most important parts of sales calls, whether it’s booking for a stage or you’re selling your licensing deal, is you need to understand what questions you can ask to help the person in front of you. Better understand their own problem. And if you take anything away from this interview, remind back that 10 seconds.

[00:22:37] Heather: Because if you can learn how to do that, which is what I do all the time, that right there it become, you become the linchpin for that organization where they’re like, oh, you ha like we, you’re pointing out things that we weren’t even aware of, but yes. Organizations, they want to pay to solve the immediate pain, but what they really want is they want to solve the root problems.

[00:22:59] Heather: The [00:23:00] problem is they do not understand what those are, and that’s where you come in.

[00:23:03] April: Powerful. That is something that people don’t talk about enough and. I know that we’re, we’re super lucky to tap into your genius at our company and, uh, now our listeners can tap into you again. So, in summary, there are two types of speaking business models.

[00:23:20] April: Number one, it’s the business of being a speaker, getting paid to. Speak very well known people understand this business model. I think people are scared of this business model and frankly, uh, that business model personally to me doesn’t sound great at all. That sounds not, especially as you were explaining how far in advance you were booked to speak.

[00:23:40] April: My goodness. I, you know, for people that are really looking for, Time control and time freedom. That is not an ideal business model. And then we have this other one, which is the ecosystem of speaking and the offers that you sell on the backside. And you said the importance of having, not necessarily a [00:24:00] heartfelt motivational, the type of a talk, but an effective talk that’s connected to the offers and the solutions that you provide on the backside.

[00:24:09] April: And then the process. This is so powerful you guys. Seriously, like you should re, you should rewind this and, and please share this episode on social media with you, with your friends. Maybe don’t share it with your, don’t share it with your competition. Just share it with your friends. Is. Listening in these conversations.

[00:24:30] April: And can you say that one more time before we end? When, when you help them understand, finish

[00:24:37] Heather: that for me. Can you understand the, the context of their problem? If you help them start seeing really what the environment is around their product and not just sitting in the pain of the annoyance. You, it’s a game changer because they start trusting you.

[00:24:51] Heather: Because here’s what other people, here’s what your competition does is they go through and they ask the generic questions to unearth the, oh yeah, oh, you’re struggling with this. Yep. [00:25:00] Check the box. Oh yeah, you want this? Yep. Okay. Check. I have pain check, I have desire check. I have like ultimate timeframe.

[00:25:07] Heather: Check. I have budget. So then they pitch back. Okay, cool. You said this, I, I think this, here’s what we should do. Point and done. But when you get good at asking questions, when you ask them some more contextual things, and I’m not saying go into their life story, like we’re not gonna go into their childhood trauma and like understand this, but they’re very pointed, intentional questions that I teach my clients.

[00:25:28] Heather: It’s what we’re doing is we’re raising their level of awareness. To their own problem. And when you do that, you instantly put yourself in a different category from your competitor cuz they see you not as someone who’s just a wham bam, thank you ma’am speaker, where you’re coming in for a paid gig to get in and get out.

[00:25:46] Heather: You actually care about the results and the impact your message has for their clients, their audience, their uh, employees, whoever their group is. When you demonstrate that by taking the time to ask pointed questions, [00:26:00] you become more valuable. Boom, mic

[00:26:02] April: drop right there. Thank you so much for being back again on the show and for, uh, your giving first and all the ways that you do that, not only in our community, but I know in so many places that you do that online.

[00:26:15] April: If you guys are not following Heather, please make sure that you are following her. And Cruz over to heather sager.com. Heather, how are you working with clients right now? Outta curiosity, but if you’re listening to this in two years, guys, it might not be the same.

[00:26:31] Heather: Go. The website’s the best place to keep up to date that you get the podcast, the hint of hustle.

[00:26:35] Heather: That’s a great place to go right now if you’re like, Ooh, I like her fire. I’m like this every week on my show. Cheers. So hint of hustle where you can find me. Um, but I’m working with clients these days have really honed in and I focus primarily with the starting point for every successful speaking business, right?

[00:26:49] Heather: Making money through speaking is having a damn good signature talk. So I’ve taken all of my training that I’ve been doing for the last five years plus, um, I’ve been speaking on stages for the last 20 years. But I’ve [00:27:00] taken all of my programs and have actually simplified it into one three Day Accelerator to help experts get their story, get their effective message, get everything out of their head into what we call a shitty rough draft.

[00:27:12] Heather: So you have that version we can work from, you go deliver a beta talk. We get feedback, we work on it together. Um, but that is the best way, my favorite way that I’m working with clients right now. So you can find all about that on my website to see when the next time is coming up. And if we’re not teaching that live, there’ll be an alternative for that.

[00:27:27] Heather: Yeah. But getting your signature talk down. That is the place to start.

[00:27:30] April: You know, when you, uh, texted me that three day, day accelerator, I was like, oh my gosh, this is fire. That’s what all of us want. Right? To get solutions fast. Uh, so yes, I I I don’t have it. It makes me wanna have a three day accelerator.

[00:27:44] April: Now I’m

[00:27:45] Heather: gonna, it blew my mind. The, we just taught it a couple months ago and the, like it within a number of hours. We were getting posts from people that they were already having wins. They were already booking talks just from the micro time we had spent [00:28:00] together. It blew my mind. I’ve been working with clients for years, and the volume of transformations we’ve gotten out of this three day accelerator is just.

[00:28:07] Heather: I’m like, all right, rinse and repeat. We’re just gonna keep doing it this way. Ah,

[00:28:10] April: love it, love it, love it. Well, thank you so much for just being so rad and just being who you are and bringing all your smarts from all of your decades of experience in sales and working with companies and consulting companies, and teaching people how to kill it from the stage and build a profitable business on the backside.

[00:28:26] April: We absolutely love you and appreciate you again. Um, all of the show notes will be found over sweetlifeco.com. We will include all of the links for this episode so you guys can connect with Heather. Thank you so much, my friend.

[00:28:39] April: All right, you guys, let’s wrap up this episode here. Isn’t Heather awesome? Again, cruise over to heathersager.com. We are big fans and, and as you know, I bring Heather in to work with our clients who are licensing their programs and trying to sell their courses to companies, organizations, and other small businesses. So, What are [00:29:00] your action items here? After this, what is the first thing you’re gonna do?

[00:29:02] April: Oftentimes you can listen to a podcast episode and there’s so many great things and you’re not really sure where to start. So let’s start by asking yourself, this is this business model, so the speaking to sell your program’s model one that you’re interested in, one that you’ve been looking for the solution to.

[00:29:20] April: You’ve been looking for for a while. If that answer is yes, then hey, let’s go ahead and take it to the next step. Do we have your products created? Do we have your courses, your trainings created in a way that they give people guaranteed transformation? So if you don’t, then you can cruise over to where we are@sweetlifeco.com and we will help you build your transformational million dollar programs.

[00:29:43] April: And then the third part of that is, If you are really interested in diving into learning this business model of speaking, unpacking your ideas outta your head, I don’t know about you, but I can help other people unpack their ideas. But when it comes to my own, especially when it comes to [00:30:00] my signature talk, it’s really hard for me to see it.

[00:30:04] April: It’s like a lot of smoke in the air. It’s always harder for me to see my own things than it is. So I go to people like Heather. For help in this area. So Heather’s amazing and you can find her programs over at Heather Sager. It’s S A G E R@heathersager.com. And of course, we will give all of the resources on the show notes for that and they can be found sweetlifeco.com.

[00:30:28] April: This is episode number 290 and as we mentioned, it is a perfect pair with licensing your program to other companies and one of the many powerful tools that we have to sell your programs. So if that’s what you’re interested in, you are certainly in the right place. Thank you so much for tuning into this show.

[00:30:49] April: I hope you got as much out of this as I know that I did. I always have notes after I leave listening to Heather speak. She is just a rockstar, as I’m sure you can tell. And, [00:31:00] cruza over on social media and. Tell Heather hello as well, assuring this episode. We’d really appreciate that. All right, you guys have an awesome week. I will talk to you next week. Cruise over on YouTube and you can see our video podcast as well now. Talk to you soon. Bye-bye.

 

April Beach on LinkedIn

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Full Show Transcript:

289

 

[00:00:45] Hi guys, and welcome back to the Sweet Life Entrepreneur and Business Podcast. I’m Beach and I am excited about this episode. We are continuing to dive into the power of selling your trainings, your courses, your programs, your [00:01:00] frameworks, and your content to corporations, organizations, other entrepreneurs, agencies, even educational institutions. This is a nexts level business move. In the last five episodes on this podcast have been completely dedicated to unpacking the steps.

[00:01:17] To help you move forward in this area. So if you are an established coach, consultant, speaker, subject matter expert, if you are a trainer, if you have a proven process and you have been selling your proven process with the results one-on-one, even if you deliver it in a group format and you’re ready to bring your business and your profit to the next level.

[00:01:42] Licensing is the fastest way to do that. I can personally speak to that and I do unpack a lot of stories here on the Sweet Life Podcast about how I have changed my business and my life, and I’ve been coaching other entrepreneurs to do it for 10 years through licensing.

[00:01:55] So you are getting trusted, proven, true take it [00:02:00] to the bank business consulting here on the show, and this episode is like all of the others. All of the resources you can find for this episode can be found by visiting sweet life co.com. Click on the podcast and this is episode number 289. In addition to this, we have tons of actual, actual actionable resources for you to start moving in the direction of licensing.

[00:02:27] So if you aren’t even sure what licensing is and you just want to dip your toe in, we have videos that you can watch. We have resources that you can download. If you’re ready to get started, but you’re not really even sure you wanna commit to it, please cruise over to licensing launchpad.com where I will bring you up to the launchpad of licensing and help you determine if this is a good move for your business or if you are ready to totally dive into licensing or if you have had a business already approach you.

[00:02:56] Who wants to license your program? You don’t know how to price it, you [00:03:00] don’t know how to release it. You’re not exactly sure how to navigate this. Cruise over to sweet life clo.com and apply to work with us in our licensing accelerator or with me privately, and I will take you through the finish line here on this podcast.

[00:03:14] We are diving into the five most common ways. To package and release your license material, your license program. There are tons of questions regarding licenses and certifications and train the trainer programs, and we’re breaking those apart here on the show. Some of you might be thinking, Hey, you know, I kind of wanna do a certification, but what does that relate to a license?

[00:03:39] And what if I wanna other, you know, certify other people in my method? And what about a Train the trainer program? Those questions should be clarified for you today on this show to help you be able to move forward and determine which one is best for you in your particular business situation. So if that’s what you’re here for, if that sounds good.

[00:03:57] That’s what we’re downloading on the show. [00:04:00] So let’s go ahead and dive right on in. There are five common ways that our clients typically. Package up their courses, trainings, and materials, and license them to other companies. By the way, a little sidebar here, if you don’t actually know what licensing is, let me tell you.

[00:04:18] It’s like renting your programs for other companies to use internally or client facing. And definitely go back and listen to all the other podcast episodes that I have recorded for you on this. You can even cruise a to our website and there are tracks on licensing where you can binge how to get started with licensing.

[00:04:36] So let me make sure I created that, that foundational understanding for you here. So when we’re talking about taking your programs and you’re thinking, well, how do I do this? What, what, what does this actually look like? Here are the five most common ways, and granted, we can create anything, but I’m just covering the five most common ways here.

[00:04:52] The first one is what we call straight As. It is licensing. It’s just a straight license. What that means is that [00:05:00] you take, we’re gonna take an example. If you have a course that you have created and you are ready to add a lot of zeros behind what you’ve been selling that course for, we can literally allow for other organizations to distribute your course.

[00:05:15] And so what that is, is it’s literally packaging up your material and allowing other organizations to access it. They may want to deliver it in their own learning management system. A lot of our clients work with big corporations and they have their own LMS. They have their own internal learning systems where they wanna bring your content in, or you may end up hosting it yourself, but either way, how it works is you have an awesome program you have an awesome course, a company. Once they’re people getting those results, you sign a contract, you agree upon the number of users and the some parameters about that, and I talked about parameters in other episodes, and you take the money and you move on. And what’s so beautiful about a straight license [00:06:00] agreement is that then they come back to renew it and after the content is delivered, you literally get to walk away.

[00:06:06] So lemme give you a case study of that. My trainings and my programs are literally licensed by other entrepreneurs in small businesses in 13 countries. They line up once a year. I have a waiting list and I approve or disapprove. People to license my courses. I have eight to different courses and I license.

[00:06:26] I approve them or disapprove them to license my courses. I send them a bill. I take the money and I don’t see them again for another two years until it’s time to license that renew their license. That’s how it works for me. So think about that and think about that case study and how that could work for you.

[00:06:44] The second way where you can release and model and package your training for licensing is a license plus consulting. This is really beautiful, as long as it works with your life, that’s where we do exactly as I said, it’s the license release [00:07:00] of the materials. But you are the expert and a lot of companies want you to help their people facilitate the expertise that they are learning from you in the license program.

[00:07:12] So adding consulting or workshops or facilitating groups may be something that you may also wanna choose to add on top of licensing your training program. What’s so powerful about that is that. It really helps for organizations to get even better use out of your content. Now, one of the things that we always tell our clients is that you don’t have to do this in the license term for their content.

[00:07:38] For the content usually lasts longer than your agreement to consult, so just make sure that you are creating a consulting agreement. Where other people can actually come in and consult for you. It doesn’t always have to be just you. We wanna build your teams and scale you and that it is not un, it is not just ever ending, right?

[00:07:58] The consulting contract and the [00:08:00] licensing agreement are usually two separate agreements. So the second way you could release your training and course for licensing is the license of the material, but then adding on some consulting and workshops on top of it. The third way that you may choose to do this is again, starting with just the licensing of the material.

[00:08:19] But then also creating what we call Train the Trainer program, where you may then level up their own team members to facilitate and deliver your training. It’s not a certification, but you can create a Train the trainer guide to guide their. Leaders to guide people through your trainings. It can be just a delivery of the guide, or you can add in some consulting and coaching and some support for their leaders.

[00:08:45] So the third way that you can package your material is the course, is the content or the material plus some form of a train the trainer. The fourth way where you can package up your programmer course for [00:09:00] licensing is with the license, like I talked about for the material and. A certification on top of that.

[00:09:07] So a certification is where we certify that people understand how to seamlessly execute your methodology, and you validate that, and you verify that. So it’s a step above that. Train the trainer. It still starts with the licensing of the content, but then you may want to certify individuals within their organization.

[00:09:30] Or within a group or a business who you actually say, Hey, this person is absolutely excellent and understands the processes in which to keep people, get people results according to my training. And you actually certify that. You can even add continuing education onto that and build a certification bigger, which we’ll talk about here in a second.

[00:09:52] But that fourth way of releasing your program for licensing can be. The license of the training program and then [00:10:00] adding a certification program for either leaders or individuals that actually complete your training program. And the fifth way, and I don’t want you to get confused, we’re gonna flip those two words, whereas number four is the licensing is the bulk, the primary product and the certification would be secondary in number five.

[00:10:19] The certification is primary and the licensing is secondary. Now, let me explain this to you in the best way possible that I can do here on this podcast. What it means that your primary product is a certification program in your course, in your training, in your method that you’re teaching. That is the primary product you’re selling.

[00:10:41] And then those individuals who are certified in your method then may have the ability to use your training. And so we’d license your training to them with your product. So hopefully that made sense. I obviously consult people on this [00:11:00] in much more details when we’re building this in your business, but I, I’m trying to simplify this for you.

[00:11:05] Number four, option is we start with the licensing first. Usually releasing it to a corporation, an organization, university’s agencies, and we may certify individuals that are their employees. In your process. Whereas the fifth way is we first certify the in, certify the individuals, and then we allow for those certified individuals to license your content and deliver it within their services.

[00:11:34] So the fifth way and the fourth way that they seem the same, but they they are not the same. They’re two separate business models. One is primary and one is secondary. So I wanted to record this show for you because out of all the questions I answer about licensing, number one, everybody wants to know how to price it, and I’ve talked about it in the other episodes, exactly the steps that we lead up to in understanding how to price your program.

[00:11:57] This one is, How do I actually [00:12:00] package it? What? What am I giving them? What does that look like? And so let me recap the five most common ways. Now, there are many decisions within each one of these methods that we can not get into in today’s show. If you would like cruise over to sweet life co.com, jump into our programs that I will tell you about all those other intricacies and help you get clear on them.

[00:12:22] But for today, We are just recapping the five most common ways for you to get your wheels spinning on how you can release your content. Number one is the content itself straightaway license your content. Thank you. See you later. Bye. I’ll see you in whatever timeframe when you wanna renew it, and it is a beautiful thing.

[00:12:41] The second way is licensing your content, but including consulting or support or facilitation, whether it’s for you from you directly. Or one of your team members. The third way is the licensing of the program or the process, and then building Train the trainer support on [00:13:00] top of that for people that may be facilitating that within a larger organization.

[00:13:04] The fourth way is licensing your content. You’re training your course to a company and then certifying people who have completed that training within the organization. And then the fifth way is building the certification first. So first we certify people in the method, in your course, in your process, and then on the backside of that, we give those individuals the ability to license out your training because they are certified in your amazing genius method because you’re so amazing.

[00:13:39] Ah, that is the summary of today’s show. I’ve tried to keep these shows very short and simple for you. I would love to help you move into the n Nick’s phase of adding ones and twos and zeros behind your sales on your established courses. Trainings, programs, [00:14:00] processes and methods through licensing it to other organizations, companies, small businesses, large businesses, mid-size businesses, agencies, nonprofit organizations.

[00:14:13] I think I already said that the sky is the limit. Basically, what I want you to realize in the summary of all of this is there’s a lot of businesses out there that don’t have what you’ve created. Most people don’t know the value of their content and their trainings in companies. They don’t wanna create these themselves.

[00:14:31] It costs them money, and it takes them time to try to create things that you have already had, that you’ve already created and built, and you’ve already tested your systems. It saves companies money to buy what you have rather than build it themselves, and that is the shift I want you to understand with the potential of where we can take your consulting coaching business to the next level through licensing.

[00:14:58] It’s perfect for those of you guys who are [00:15:00] speakers, your advi, your advisors, or your subject matter experts as well. If you want more information on this, Cruise over to sweet life co.com. Just click on the licensing button and we have tons of resources there for you. And if you just wanna jump into licensing launchpad, you can do that right now by visiting licensinglaunchpad.Com and I will be there with three short videos at totals like 43 minutes max.

[00:15:27] And the worksheets to unpack your, your genius out of your brain and move you forward into licensing. This is episode number 289 here on the Sweet Life Entrepreneur Podcast, and we have some amazing experts coming up in the next few weeks on the show. I’m so excited to bring in these powerful people.

[00:15:45] We’re talking about selling licensing programs, creating sales pitches, sales deck, how to close million dollar licensing deals, and then we’re diving into brand new series with. Other amazing well vetted experts here coming up on the show. So please [00:16:00] make sure you click subscribe and you share the show with your friends. We really appreciate you for, for you for being here, and I will talk to you guys next week. Bye-bye for now.

 

April Beach on LinkedIn

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Full Show Transcript:

288

[00:00:45] Hi everybody, and welcome back to another episode here on the Sweetlife Entrepreneur and Business podcast. I’m April Beach, your host. Thank you so much for spending some time with me today. This is episode number 288 and it is jam packed with [00:01:00] insights for you to make strategic decisions for your business and your future.

[00:01:05] Today we are talking about licensing made simple, and we’re diving into how you as an expert, can actually scale your business exponentially by taking the courses and the trainings that you have already created and licensing them to corporations, organizations, and other entrepreneurs. But we’ve been talking about this for a couple weeks here on the show.

[00:01:27] As you know, if you’ve listened to other episodes, I started licensing my own training 14 years ago. I’ve been teaching entrepreneurs how to license their trainings for the last 10 years, but even before that, I started teaching coaches, consultants, and experts how to create their online courses way back in 2006, 7 and 8.

[00:01:48] And so this topic that we’re talking about is not new, even though it seems to becoming new because it’s so oversaturated. Meaning course creation. Course creation coaches, [00:02:00] because it is a profitable way to build your business. Courses in trainings, in extracting your expertise from your brain and scaling your business through these types of business models is a very powerful way.

[00:02:14] We all know that you have done the work, you have created the outlines. You’ve created your method. You have created your courses. You have taught people in your framework. And now what? What is that next step for you? That next step is content licensing. That is allowing other businesses to distribute your trainings and utilize your programs, but is that really the right fit for you?

[00:02:40] And as I mentioned, we’ve been talking about this a lot here on the show. We’ve talked about the steps to licensure program, strategies for licensing, strategies for pricing, and as a side note, All of the resources we have for you are available wherever you are in this licensing process cruise over to sweet life [00:03:00] co.com and you can tap into all of our licensing resources and use them for yourself.

[00:03:06] But in this show, I wanted to have a little bit of a fireside chat with you about who this is really for, who is in a position for licensing, because this is a big choice. I was just meeting with a new client yesterday. And talking to her about the process that we take businesses through to, to have them licensed in, in seller training courses to corporations.

[00:03:31] And she said to me, she said, what if I changed my mind? And that is a really, really great question because unlike when you may have launched a course and you realize you might not wanna do it anymore, you can just stop selling that course. When we talk about licensing, We are delivering your intellectual property, your content, your trainings to other corporations to use, and you can’t take it back.

[00:03:56] And besides licensing a course [00:04:00] creation, if you and I have hung out any virtual time together, you know, I am a second generation lifestyle entrepreneur, which means that I design companies around lifestyle, not lifestyle around companies. And so it’s important just as if we’re talking about any other business model.

[00:04:17] That we have this conversation about what licensing will actually look like for you and your lifestyle and for your business moving forward. So in this episode, we’re making licensing very simple, and we’re coming back to the first and foremost important questions that you should be answering for yourself is, is licensing the right choice for your business?

[00:04:42] And so if you’re ready for that, That’s what we’re gonna go ahead and dive into. I’m gonna share with you the pros and cons of licensing. I’m gonna tell you what your life looks like in having a productive, profitable licensing business model, and I wanna help you unpack whether or not you are ready to move forward into this.[00:05:00]

[00:05:00] Licensing is not new. It’s been around forever, lot longer than the whole online course creation boom. But if you are. A keynote speaker, if you are a corporate consultant, if you are a subject matter expert and you have processes that you have taught people, and especially for those of you that already have relationships with established businesses, Licensing is a very powerful way to utilize the content and the trainings that you have already created and not have to sell them to one person, but sell them to one company, and that company distributes them a hundred times or a thousand times.

[00:05:42] Imagine the profit piece in that for you. One sale for a thousand seats. Instead of having to sell your training a thousand times for that same amount of money, that’s what we’re diving into today. So if you’re ready for that, let’s go ahead and do it. You can find all of the show notes by visiting sweet life [00:06:00] co.com.

[00:06:00] Again, this is more of a casual fireside chat, and you can always message us your questions by connecting with me on LinkedIn at April Beach. Okay, let’s talk about. What does it look like when you are licensing your courses and trainings? What does that, operational, agenda look like for you on a weekly basis?

[00:06:20] So the first consideration I want you to think about is selling direct versus licensing. So the difference is currently if you are a course creator, if you are a consultant or a strategist, you are probably selling your programs one-to-one. Now I’m not talking about delivering your programs one-to-one.

[00:06:39] You know, I teach and we talk about how to create programs at scale here all the time on the show and in the Sweet Life company we’re talking about, it’s still an individual sale. You may be delivering it group, but you’re still selling it to one person at a time. Even if it’s on a webinar and there’s a hundred people there, even if you are [00:07:00] speaking from a stage and there’s a thousand people there, even if you are running ads and you’re hitting 10,000 people, you’re still only selling to one person at a time.

[00:07:09] One person has to go through the process to put in their credit card information and pay you. And so that is the current state of a scaling company that’s serving individuals. You, again, may be serving them in a group atmosphere, but you’re still selling to them one-on-one. And so the question that we bring up and why licensing is so powerful is because.

[00:07:34] We can change that. We can take you out of that launch mode if you had been in there with that enrollment, those sales closers, and we can move you into a place where we’re actually selling the same program, but more people are accessing it within each transaction. A few episodes ago, I made a statement and I’ve received actually so many comments [00:08:00] about this statement, and I wanna, so I wanna say it again because I think that this simplifies the licensing process, and that’s what we’re talking about here.

[00:08:08] Licensing made simple. So when we talk about licensing and releasing your training, we are taught, we are not changing the product, okay? So we don’t change the product. We change the buyer. Let me say that again. The product or the training of the course doesn’t change. The buyer does. That’s the pivot in licensing.

[00:08:29] It’s a very, very simple pivot. So the first consideration I want you to think about for yourself is how do you love your current business operations? Do you love the way you sell? Do you still want to work with people in your group consulting program, in your mastermind, in your courses? You can still totally do this.

[00:08:48] And still license your trainings, but that’s the difference of the sales process. So the selling process of licensing versus selling to individuals is a [00:09:00] big differentiating factor in what I want you to consider. The next consideration that I wanna review with you is your work life. I hate the word balance, so I’m not gonna use that.

[00:09:11] We’ll call it work life flow. Work life cadence. What does that look like to you? So currently, as you are working with your clients, What does a typical week look like to you? Are you still consulting people? Do you love consulting people? I was just meeting with a client who is joining one of our accelerators here soon, and she was very honest and I loved this, and she said, you know, I just really don’t love coaching.

[00:09:41] I’m very good at what I do. I’m very good at my area of expertise. I love teaching. I love implementing systems into other businesses, but I just really don’t love coaching. And you know what? I think there are a lot of course graders and coaches out there that actually just really don’t love coaching.

[00:09:58] Some of them do, [00:10:00] some of them don’t. So I wanted to bring that up because it was pretty fresh when somebody said that to me, and I think there may be some of you who could relate to that, or I wanted to at least pose that question. Do you love the way that you are working with your clients, whether it’s one-on-one or whether it’s in a group setting?

[00:10:18] And if you have on-demand programs, do you love that cadence of selling one-to-one? Especially with Evergreen programs, we can sell them to companies and just change your weekly cadence. So the first question is, is are you utilizing your strengths as an individual? Some of you love to teach, some of you love to speak, some of you love to be more hands-on in the trenches with clients.

[00:10:47] What does your strength align with best? Because when we’re working in the scale side of working with clients, offering group programs, those [00:11:00] strengths are utilized. But when we’re working in the licensing side, it can actually make it totally hands off. So I wanted to give you some case studies here about how this can apply to your business.

[00:11:12] I’m gonna share with you my very own case study. So with, I have a few different programs that I license with my easiest, most simple licensing package. This is how I do it. I have a series of eight online courses that are available. And companies line up. I only release them one month out of the year. I have a wait list.

[00:11:34] They get the programs, they get the trainings. I package them up, deliver them the trainings. They pay me my money, they sign their contract, and I don’t see them again until it’s time to renew. It is really hands off for me. I only work at that one month a year, and even within that month, it’s the month of November and I usually take off the third and fourth week for the holidays here.

[00:11:55] So it’s very, very little work for me, and I’ve designed it that way [00:12:00] strategically. So what does that look like for you? How do you want your work life to flow? What do you want that cadence to be for the next five or 10 years of your life? What does that look like to you? Consideration. Number three I want you to think about is your pricing and revenue model.

[00:12:17] Okay? So although we all love what we do, I know we all love it. We’re not in business as a hobby. We need to be profitable. How profitable is based on your own personal and professional and business goals. But when we are moving from a course individual sales model to a licensing bottle, you need to ask yourself your level of readiness for that.

[00:12:40] Have you created the structures in place to deliver programs in bulk? That is really, really important. Some very specific case studies. The average first sale contract for my clients, we’re talking first. Licensing contract sale is anywhere from 30 to $80,000, so it [00:13:00] comes out to like $56,000 is the average.

[00:13:03] And when you were getting a check from somebody for $56,000 for the same modules in the same course that you were selling to individuals for maybe 500 bucks, there is a, there’s a greater level of responsibility, let’s just be honest, right? So there’s more money on the table, there’s more responsibility.

[00:13:21] And is that something that you’re okay with? Listen, I have the bestest friends. That’s improper English I know that have the most simple lives. And they make like 80,000 bucks a year, and they’re as happy as claims because they live a very simple life. Money doesn’t buy happiness. I know I might get some comments from you guys about that.

[00:13:45] That’s not what buys happiness, right? What buys happiness is you taking a second. To ask yourself, what feeds your soul? Where do you wanna be? Who do you wanna be there with? What do you wanna be doing? What do you want that cadence to flow like [00:14:00] if selling a half a million dollar program in having sales conversations and closing deals, Makes you uncomfortable.

[00:14:10] You will never sell your license program. The thing about licensing is you have to have a level of confidence in humble ego. You have to know that you are really good at what you do, and you have to know that the results that you deliver are gonna be awesome for the licensee and their end user. If you’re not sure of that, you could go down the road and work really hard to try to license your programs.

[00:14:38] But if your mindset isn’t right, if you don’t know and believe that your program can change something within their organization or help their customers or help their students, or help their clients, You are never going to sell it. And I, you know, I’m not here to sell you on the, the business model of licensing.

[00:14:56] I mean, the, the numbers are enticing [00:15:00] enough. The case studies of my clients who’ve had successful licensing programs, they’re the, they speak for themselves. It’s no sweat off my back if you don’t license your things or not. My job, my conviction as a business mentor and leader. Is to open up the possibilities for you so that you can make the best choices for yourself.

[00:15:22] So I wanna be really honest when we’re talking about a revenue model, are you ready to walk into closing million dollar deals? I have a client right now who has an A $1.5 million deal that she has been negotiating, and that is for an eight module course. Okay, so you need to decide if that’s something that totally lights you up and you’re like, yes, let’s go for it.

[00:15:47] This is gonna be amazing. That is you and only you that can decide that. So that’s consideration number three. And then consideration number four is who do you wanna work with? So it’s, it’s networking, it’s [00:16:00] collaborating. What type of people do you want in your sphere? Because when we move into licensing, we’re moving into much more of a networking and a partnership type of a business model We are having.

[00:16:12] You go to incredible events. And shake hands and meet just amazing people who are part of these organizations that you can create great change for. Do you wanna connect with those people? Do you wanna hang out with those people? Are they people that would light you up, that can bring you up to the next level?

[00:16:31] Are they the type of people that you wanna spend your business time with? Because. The significance of these strong partnerships is very important when we’re talking about licensing. Your network plays a very powerful role in selling your programs, and so we want to make sure that you have, the confidence in the joy to spend time with those people.

[00:16:57] Tell me if you’ve ever had this happen to [00:17:00] you, where a client really, really wants to work with you and they’re willing to pay you whatever it is that you ask, but your personalities just don’t jive. And you know that if you take this client’s 10, 20, $50,000, that you’re pretty much gonna be stuck with them and they’re a big pain in the ass.

[00:17:22] Okay? Just be honest. I keep it real here on the show. If working with companies and organizations and corporations are not the people that you wanna work with, I’m not saying they’re a pain in the ass. I was just using that as an example. Don’t send me a message about that. But if they aren’t the people that really light you up, Then this might not be the right fit for you.

[00:17:43] So I wanted to share that example with you so that you can really think about this. So let’s kind of do a little bit of a recap. This is just a shorter fireside chat conversation between you and me. And again, we have a million resources for you. You can get started and just dive in with [00:18:00] no commitment at all to our licensing launchpad.

[00:18:03] Where I’ll take you through the first steps of deciding how you wanna licensing and who you wanna sell it to. It’s a powerful new little training program that we have and, and you’re not gonna get stuck there. And if you’re thinking about it at all, I would highly recommend moving into licensing launch pattern that direction so that you can start filling out these waters.

[00:18:24] But between me and you, I wanna be really honest about what this. Lifestyle looks like. It’s very, very, very easy for me. I love the way I set up my licensing programs. My clients love the way they have set up their licensing programs, but the thing about licensing that I mentioned in the beginning is once you release it, You can’t take it back.

[00:18:47] And so I wanna make sure, like with any business model we talk about here on the show, whether it’s an MRR or a Mastermind or a hybrid program or a course or a membership, you know, especially in membership, cuz you get stuck in those [00:19:00] babies for a long time. I wanna make sure licensing is, is really gonna float your boat, right?

[00:19:04] And you might not know it until you dive into it, so feel free to take. The next couple of steps here and dive into licensing with us. We have all of the resources available for you sweetlifeco.com. You can click on licensing, and we have everything from a beginner licensing training called Licensing Launchpad to a free 45 minute in depth, like unpacking your licensing ideas and sharing with you the ways that you can package your program.

[00:19:35] All the way to working with me privately in applying to work in our accelerator where we even give you everything down to the templates and contract. Wherever you are in this process, I’m a big advocate for it because I love it, but I will never be one of those business coaches that tells you what you should do.

[00:19:51] Nobody should be telling you that. So this particular episode, I really wanted to record for us so that you and I can have this kind of behind the [00:20:00] scenes chat. Because we have done so many episodes on how to license, who to sell to, how to price it, all these things, right? And I never wanted to come across here on the show where I’m saying, you have to do this because that is not the case.

[00:20:12] You don’t have to do anything. You can create any business model. You can create any offer. You can work with anybody you want. You can create whatever change of whatever life you want. This is just another option that is the most profitable. I will say that it’s the most profitable and it scales experts faster than any other way I’ve ever seen, but it doesn’t mean it’s right for you.

[00:20:34] So I wanted to sit here and create this little fireside chat message with you and introduce you to the concept of licensing, but also have a real come to Jesus together on whether or not this is the right fit for you and who thrives in a licensing environment and, and who, who might actually struggle.

[00:20:51] If you don’t know that, you know that the program that you have created is absolutely amazing, then maybe we need to take a couple of steps [00:21:00] back. We need to maybe apply. The process of transformational program design that we teach to create your courses. Maybe we need to take a few steps back, and if that’s where you are, that’s awesome.

[00:21:12] But if you know you have amazing programs or if you’re already consulting corporations, or if you’re already a speaker, licensing is a beautiful next step. For exponential profitability that is just sitting there on the table for the taking. And so that is our little fireside chat today. Feel free to message me on LinkedIn with any questions you have about this.

[00:21:34] I have a live show over there as well, and we talk about licensing all the time. I’m at April Beach on LinkedIn. And you can also check us out on our new YouTube podcast and see behind the scenes. I do a lot of talking with my hands here in all my podcast notes, which is so funny on my, on my chicken scratch paper here next to me.

[00:21:57] But, I’m so glad you’re here and I really appreciate you, [00:22:00] and I hope you felt like, although it wasn’t a step-by-step training that I usually do, I hope you felt like this was informative. My goal was to help you determine whether or not this is a good avenue for you to dive into and to share with you the resources when you’re ready.

[00:22:15] Again, those can be sweetlifeco.com or you can dive right into licensinglaunchpad.com and I will be waiting in there for you with worksheets and a step-by-step guide to get you started. Thank you so much for tuning into today’s show, and I will talk to you next week where I will be unpacking the five ways.

[00:22:36] To package your license program. We’ll be talking about licenses and certifications and train the trainer programs. We’re kind of getting into some really cool dorky licensing scaling stuff next week. So if you’re interested in that, listen to that episode too. All right, I’ll talk to you soon. Bye-bye.[00:23:00]

 

 

April Beach on LinkedIn

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Full Show Transcript:

287

[00:00:45] Hi everybody, and welcome back to the show. This is episode number 287 and we’re continuing our teachings and strategy and conversations on licensing. We’ve been diving in for the last couple of weeks on how to take the [00:01:00] programs you’ve already created, how to make more money with the trainings and frameworks and methods and systems and processes that you have already worked hard and invested your time and money to create into scale your reach and your profit.

[00:01:14] Absolutely exponentially blow you out of the water. Content licensing is a way to do it. It’s a way I’ve done it. I’ve licensed my courses and programs to businesses in 13 countries starting in 2009, and I’ve been teaching other entrepreneurs and experts to do it for over a decade. In fact, we have a complete licensing step-by-step project plan.

[00:01:34] And we work with our clients very personally, including giving them all of the contracts, all of this sales processes, and everything they need to license their program successfully. If you would like to apply to work with us, cruise over to sweetlifeco.com. Click on licensing and you can apply to work with us in Amplify.

[00:01:54] Amplify is our accelerator. We work with experts just like you to speed up the process [00:02:00] and get your content licensed to other companies as fast as possible so you can receive all the benefits that we talked about in last week’s episode 286.

[00:02:10] If you’re not really sure and you’re not totally ready to dive into licensing yet, maybe you came across this episode and you haven’t even heard of licensing before. We have a great starting place for you. It’s called Licensing launchpad. You can go to licensing launchpad.com. It is a short and powerful training that’s gonna take you for the, through the first three steps of licensing your program, understanding what you have, understanding the value of it, and we’re actually giving you an entire cheat sheet of what the top 10 industries are looking for right now in exact programs like yours. So you can grab that by going over to licensing launchpad.com.

[00:02:52] All right, so as I said, we’re talking about licensing. Let me give you a brief definition of what it is. Licensing is [00:03:00] like renting your programs, trainings, processes, methods, and frameworks to other companies to use. Okay, so a couple of things. Let me make sure that I am clarifying. Number one, it doesn’t have to be this totally done program. You don’t have to have a built in, have a bow on it in Kajabi or some other online portal somewhere. It can just be your outline of your process and your training from a group coaching program, from things that you’ve been doing with maybe other businesses or other people one-on-one.

[00:03:31] It doesn’t have to be an online course. It can absolutely be an online course, an online training, an established certification. There are so many things that we can license, but I want you, if you haven’t ever thought about this, to think about all the trainings and processes and programs that you’ve created that other companies can benefit from using, they may even be your competition. Licensing is a way where we can move you from B2C into b2b, and we can turn your competition into your [00:04:00] clients. It’s a beautiful thing in whatever your objective for licensing is. So I wanna let you know that that is the gist of what we’re talking about.

[00:04:08] We’re talking about renting it to other companies and renting it for two uses. Number one, they might wanna use it as an internal training for their teams. Maybe you’re a sales expert or a marketing expert. Maybe you’re a communication specialist and you teach teams how to communicate. Maybe you teach equity, diversity, and inclusion, and you can help HR departments.

[00:04:27] Maybe you just teach employees to think entrepreneurially. Okay, so we use them for internal benefits in leveling up of skills. We also love programs. We, I should say, companies also love programs that lend to the quality of life, lend to health and wellness. So if you teach meditation or weight loss, or how to reduce anxiety or how to communicate with your spouse, Those are also great programs to tee up for licensing, and companies are also looking for client [00:05:00] facing programs so they can actually sell with their own programs or augment their own programs, so hopefully that gets your wheels spinning.

[00:05:06] Again, we have so many resources for you wherever you’re at in this process, if you’re just learning about it. If you’ve been trying to work on this. Or if you’ve already had a company that’s approached you and want to license your content, you are absolutely in the right place and we are here to link arms with you and equip you. So again, go to sweetlifeco.com, click on the tab for licensing and all the resources for wherever you are are there.

[00:05:30] Now let’s go ahead and dive into the six steps to actually license your program. Now we have an entire project plan and obviously, Okay, this is like Captain obvious. There are numerous steps under these steps, but the purpose of this is to give you a high level understanding of the process of actually going through and identifying your content and actually releasing it for license.

[00:05:55] All right, so if you’re ready for that, again, this is episode number 287. All of the show [00:06:00] notes can also be found by visiting our website. Let’s dive in. Step number one is to do exactly like I had just explained in that intro. I want you to identify your unique intellectual property and what you already have to sell.

[00:06:14] This could be lessons, videos, quizzes, systems, processes, methods, SOPs. It could be short trainings, it could be written content, it could be an entire program. Many of our clients will license out an entire eight module program or a series of trainings or courses for other companies to use. What do you have that’s unique to you that has been proven to get people results in the past?

[00:06:47] That’s step number one. And with that, within step number one, I want you to ask yourself, what do I wanna do with my business future? The reason why I want you to ask this is because I want you to [00:07:00] understand how you wanna work with clients in the future. Are these things that you plan to still deliver directly through your own business?

[00:07:07] Or are you willing to totally give these away for exclusivity for another company to distribute? Guess what? You can do whatever you want. You can still license and them to other companies and continue to sell products on your own. There are some things we wanna talk about with that as far as ethics and integrity that we are not getting into, but you get to choose your own adventure.

[00:07:29] So step number one is identifying what you have. And it doesn’t have to be a big program, it can be a smaller training. And, and then step number two is identify what you want to be known for in the future and what you wanna do with that. That’s step number one. Step number two is you need to protect your ip.

[00:07:48] All right? We need to make sure that your intellectual property, your processes, your thoughts, everything is copyright protected, your trademark protected, and you wanna go through and make sure you’re getting the legal protection for [00:08:00] your course, for your trainings. It’s very important that we protect your content and we don’t wanna license your content until that is done.

[00:08:10] So step number two is making sure everything is buttoned up the way it should be to protect your ip. Step number three, you get to decide what I call the parameters of release. Okay. These are like your rules for how you wanna allow another company or an organization to share and distribute your materials, including how long do they get it for?

[00:08:34] How many people have access to it, what are the fees? Are you gonna collect royalties? What is the actual rule on the distribution of your training? Does a company have exclusivity to it or not? Is it branded or is it white labeled? Step number three is deciding what with this program or multiple programs, what the parameters are in, in what you’re okay with in [00:09:00] the distribution of it.

[00:09:01] And if you see the process I’m taking you through, you’re gonna get much more clarity on making the decisions in step number three, after you’ve decided in step one how, how much you wanna keep distributing this for yourself, right? If you wanna keep it exclusively in, you know, sell it also, then you’re gonna have tighter parameters on what you allow other companies to do.

[00:09:23] But if you are, like in one of my instances, I white label. The sky’s the limit. I let companies make as much money as they can off it because I no longer license those or sell those programs myself. Right, so you get to think about what you want for the future regarding a particular product or program that you’re considering as we go through this.

[00:09:45] So again, step number one, identify what you have and identify your long-term business goals. Step number two, make sure they’re protected and you’re covering your legal ars. Step number three is identifying the parameters around relief. Step number four is actually [00:10:00] selling it. So going out there promoting your course or training program to potential licensees in various marketing channels like networking, like speaking at events.

[00:10:11] Many of our clients, the primary way that is so powerful to sell is. Presenting and being a speaker in, in meeting with other businesses and being in masterminds and collaborating with other companies. So these industry specific events to create awareness and social marketing channels like LinkedIn.

[00:10:30] Also, I want you to identify that in this selling process that you have decided your parameters, which we talked about, and that’s what we call your licensing program out of the box. But with this being said, you can also choose that after you have a discussion with a potential buyer about your parameters that you may also want to consider.

[00:10:57] Altering some of it or adding some other [00:11:00] things to it to meet that company’s needs. So I’m always a big advocate of listening to what the company wants in terms of the solution that you deliver, understanding what their needs are and what the end of their results and mission is and what. That company is really looking for as far as a benefit from your program.

[00:11:19] And then you may be willing to be outside of the box, may be willing to edit some of your parameters to help them meet their needs. And then the third part of the selling is signing the agreement and collecting your money. So the sales process is totally different than the overkill of massive funnels and online marketing that you’re probably used to.

[00:11:39] It’s actually very simple. And so this process, after you’ve identified your parameters, you can choose if you wanna just sell it as it is, you’re not willing to do any edits or altering, or if you want to even increase the value of your program, maybe by adding some consulting or coaching with your licensed product as well.

[00:11:58] Step number, I’m going through my, [00:12:00] my list here. Step number five is actually onboarding and delivering your program. So you need to have a really great system for doing this, and I want you to think about going through the process of just creating a seamless system and communication channels. So when you give this program to another company to distribute, it is off and away like a bird flying away.

[00:12:20] You have your money, they are a happy company, and deciding whether or not you’re gonna continue to provide ongoing consulting or support. So step number five is the onboarding and delivery of your program. If your program is still housed in your L M S, so if you have your program still in your kajabi and you’re licensing it, but you’re still housing it, or if they are completely taking it and distributing it in their own channels, that is gonna change your step number five delivery method.

[00:12:52] And then step number six is compliance and monitoring. Okay, so each of you have a different brand integrity and [00:13:00] you may find that you wanna update your materials, you may wanna add to it. And so compliance or updating or continuing to provide them with, with marketing support and marketing, swipe copy, those are all things that fit into step number six, as well as renewing the license agreement for ongoing.

[00:13:19] Opportunities for you to make more money. So let me go through these five steps of actually licensing and releasing your program. Excuse me, six steps. We usually have more, but I really wanna simplify this here for you. Step number one is identifying what you have in order to, align with your future.

[00:13:41] Step number two is protecting your ideas, making sure that your legal abduction in a row. Step number three is deciding the parameters of release. How long did they get it for? Is it exclusive? Where does it live? Like is it in your LMS or their lms? What is the branding? Are you taking royalties? All of those things are actually seven different [00:14:00] levers, so we work with our clients to determine the pricing.

[00:14:03] Step number three for you here is just understanding. What that kind of outside of the box program is that you wanna start with in the parameters of that. Step number four is selling it, promoting it, connecting with people, signing the contract, and being willing to maybe even listen if they want you to add coaching or consulting on top of that and adding it to, to another agreement where you can support this company.

[00:14:24] And then step number five is the actual delivery and onboarding, which will be dictated by where the program lives in step number six or renewals in continuing to support the clients as far as getting them to resign the license agreement. But also you are gonna wanna make sure that you have any sort of check points in place if you need to update the content for any sort of reason.

[00:14:49] And this is actually a very simple process, especially if you already have established trainings and programs that you have created before. It seems a [00:15:00] little overwhelming because I, I know you haven’t been here before. I know you haven’t done this before and that’s why you’re here listening to me and watching me talk with my hands on the video.

[00:15:12] I have done this before, but I’ve also been in the place where I did it the first time and I had no freaking clue what I was doing. I know what it feels like to be on the other end of a sales call with a corporation that wants to license your material and feel like you’re a total fish out of the water and that you don’t deserve to be there.

[00:15:33] But I figured that out and I created a step-by-step process that I’ve been teaching for over a decade. Companies like you, and I’m telling you as a girl that did not receive a college degree, okay, that has lived on my own since I was 13, who has started over seven different companies, never having any idea what I was doing with any of them.

[00:15:56] I am telling you that if I can do this, You [00:16:00] can do this, I promise you that process is not that difficult and companies are out there right now looking for programs like yours to help increase the skills in the systems, in the sales, and even provide SOPs that provide seamless scalability to increase time and also to pour into their clients for benefits and lifestyle and wellness.

[00:16:27] As well as they’re constantly looking for programs to augment their other forward facing programs. An example of that is if you are a marketing expert and there’s a branding company out there that might not be as great at teaching video marketing as you are. Great. They’re the first ones to reach out to license your expert.

[00:16:48] How to make great marketing videos to a branding agency that isn’t an expert at that. It’s in their benefit. And I want you to hear me on this because this is a mindset shift. It [00:17:00] is in a company’s benefit to pay you for what you’ve created over taking the time and spending the money to try to create it themself.

[00:17:10] Okay. Especially if you are licensing to smaller established businesses and, and these are businesses with under a hundred employees, right? They don’t want to spend the time to try to, to have an employee be leveled up on something to create an expert training that they could never compete with. Your area of expertise on that.

[00:17:29] They want yours and it’s a smart business decision for them to get yours. And so don’t think that maybe you haven’t done this before and you can’t do this. This is a simple process. We’ve introduced you to the first six steps here, very high level, and I would obviously love to invite you to dive in more.

[00:17:47] I, this has personally changed my life. When I had a company approach me to license my courses, I literally had three little boys, my ba, my three baby boys working from home, which I [00:18:00] still work from home. They were around my ankles. I had no childcare. I had an international business consulting firm at the time, and I was working my ass off.

[00:18:10] And a company approached me because they wanted my courses, they wanted my content and they wanted me to consult them. And this wasn’t a little company. This was a huge healthcare corporation. And I remember feeling like, wow, I’m so, I can’t believe I’m here. But I also remember realizing. Wow. They really want this because it’s something that they could never recreate the way that I have done it on my own for them, and it’s in their benefit to pay me.

[00:18:40] To take what I’ve done to make themselves look better, be more efficient, make more money, and in this case, you know, lead, lead in the marketing race that they, that they were trying to lead in in that particular case way back when. So I wanna encourage you that they’re out there looking for your program.

[00:18:58] Right now, whether [00:19:00] it’s client facing or internal, whether it is something that can be measured through increase in sales, or it’s something that it’s kind of tough to measure through reducing anxiety or helping people sleep better. I promise you that your genius is more valuable than you have even tapped into yet, and this is the place for you to start.

[00:19:22] We are so happy to be able to support you in this. So to move forward and actually work on implementing, like I said, we have a ton of resources for you. You can cruise over to sweet life co.com. And click on licensing. You can get started just at the beginning with our licensing launchpad. You can listen to our free licensing Foundations video.

[00:19:43] You can take one of our workshops, which is a live workshop where I get to work with you, or you can join our accelerator where you get all of our project plans, including our license contract, which I paid $14,000 for way back when. We just give it all to our clients. [00:20:00] So whatever you are looking for, we would love to be that go-to place that you trust, and it is such a reward for me to be able to see you guys.

[00:20:08] Actually reach exponential, like massive explosion with your genius because frankly, we, we work with companies that you guys really care about what you do, and you’re really interested in impacting companies and people with your good work, and that’s what this is all about.

[00:20:28] All right, I’m gonna wrap this up. Almost to 20 minutes here. This is episode number 287. Thank you for listening to this podcast we’ve been producing for over six years. If this benefited you, bless you, please share this. I have refused advertisers forever. I hate freaking advertising on podcasts, so we really rely on our listeners to share this episode and I would really appreciate it if you did that.

[00:20:51] Okay. You guys have an awesome. Day, thanks for being here, and I look forward to hearing from you and how we can support you in the future. Bye-bye for now.[00:21:00]

 

 

April Beach on LinkedIn

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Full Show Transcript:

286

[00:00:45] Hi everybody. If you are watching on the video stream of this episode, and welcome to the Listening Stream. I’m April Beach and you are tuned in to the Sweet Life Entrepreneur podcast. This is episode number 286, and I [00:01:00] want you to know that there are a couple bonuses that are really powerful that go along with this episode to help you further implement what we are talking about here in this show.

[00:01:09] First and foremost, cruise over to licensing launchpad.com. It is our newest training to get you to the starting gate. To package your intellectual property, package, your course, and really even understand the potential ahead of you that can be had through content licensing. It’s truly my pleasure to unlock the licensing world to you.

[00:01:33] Let me give you a little bit of a backstory. I started licensing my own online courses. Back in 2009, I absolutely had no clue what I was doing at the time, but since then, I’ve gone on to license my own trainings and programs to businesses in 13 different countries and coach other consultants and experts on how to do this as well for over a decade.

[00:01:57] And so this particular series that [00:02:00] we’re doing here on the show, And a lot of the focus of our show is helping you establish coaches, consultants, experts, scale your business, and I wanna introduce you to this world of licensing your course or training or method or process. And so in this particular episode, we’re actually just talking about the benefits of licensing.

[00:02:19] I want to help you to understand whether or not this is something that it’s a good idea for you. If you’ve been listening to me for any period of time, you know that I am a lifestyle entrepreneur. What does that mean? It means I’m a life first entrepreneur. It means that just because there’s a great business model doesn’t mean it’s a great business model for me, and I believe that for you as well.

[00:02:40] And so I wanna introduce you to the option of licensing. Just like we’ve introduced you to the option of creating courses and doing masterminds and doing MRIs and doing memberships and doing V I P days. We talk a lot about building million dollar programs and million dollar offer suite [00:03:00] ecosystems here on this show because that’s what we do.

[00:03:03] At the Sweet Life Company, we help establish coaches, consultants, speakers, authors, and experts, extract your genius and build your million dollar product ecosystem. But how you release your programs, whether it is through a group coaching program, whether you are consulting individuals or individual companies, whether you dive into the opportunity to license your training or program, that’s up to you.

[00:03:28] My job here is to open up the options for you so that you can make the best decisions for. For yourself. So welcome to the show. If you’ve ever listened to us before, if you’ve never listened to us before, it’s so great to be connected with you. So couple of resources we have. First of all, go over to licensing launchpad.com.

[00:03:46] It is a really powerful like 45 minute five part video training. I know you’re a busy C E O. You can plow through it and get a massive amount of information. We’re even giving you the entire cheat sheet of what the top 10 [00:04:00] industries are buying right now in terms of programs just like yours. So go to licensing launchpad.com to grab that and for all the show notes, if you wanna apply to work with us or join any of our other workshops or masterclass, you can cruise over to SweetLifeCo.com.

[00:04:16] This is episode number 286. Okay, so let’s talk about actually who this is for. So it’s for those of you guys who are established and you want to understand the steps to successfully. License your courses, trainings, and the opportunities ahead of you. So we’re gonna actually dive into the process of the benefits of licensing and it is really, really important because again, I want to open up the opportunity for you to understand whether or not this is actually something that is, is a good use of your time, resources, and your brain power.

[00:04:59] All right, let’s go [00:05:00] ahead and dive right on in. Let’s talk about the benefits of licensing, but let me start with a basic description. If you actually don’t even know what licensing is, so licensing is like taking your course or your training, your material, your framework, your process of getting people results and renting it to other companies.

[00:05:19] Okay? So when we say sell your course to other companies, we actually don’t mean selling it. Selling it would mean they own all the rights. And all the interest to your intellectual property. When we license it, it’s like renting it. So it’s allowing other companies to use your intellectual property, your genius that you’ve created in the form that you have created in.

[00:05:43] For their own benefits. Now, let’s talk about the form that you have created in. It could be a totally done course. Maybe it’s a course you haven’t even built yet. But if you have a proven process, method, or framework that you’ve been teaching that you know gets people results, that’s of interest to other companies because [00:06:00] other companies don’t want to take the time and spend the money on the resources to develop a solution for something they can just frankly license from you.

[00:06:10] And so it’s beneficial to them and it’s beneficial for you, so it doesn’t even have to be a co totally completed course. Here are the two prerequisites that we love to tell people. You have to be good at what you do. We don’t wanna license out a program that, you know, you’re just kind of winging it. So we need to make sure you’re established.

[00:06:27] You are very well versed in, and the second thing is that you have gotten people results using this method, framework, or training before in another capacity. So you’re an established business. You’ve been using this process, even if it’s in another delivery method to get people results, and you deliver predictable results with the amazing framework in IP and training or course that you have created.

[00:06:51] That’s the prerequisite here. So what we’re talking about is why would you wanna do this? What is the benefit to this? And, and as I mentioned, [00:07:00] I, I value time over money and I want any time that you put into your business to give you the outcome that you want. Obviously a great financial outcome is fantastic too, but I have to admit, I’m also the girl that would love to like camp with a campfire and van life and just.

[00:07:19] Surf all day, and I would probably be just as happy barefoot on the beach with no money in my pocket. I say the word probably, I really do like having money, but Sounds good. So whatever that is for you, I wanna honor that. If we’re talking about the benefits of licensing, so you get paid up front. So in the past, In the marketing online business space, right?

[00:07:40] When we’re doing this launch mode, we wanna reach so many people in order to convert your sales at a certain rate. So let’s say we want a hundred people on your webinar to try to convert it at, you know, over 50%. So we don’t have to do that. We have licensing. You sell it once to one buyer, but you sell more seats with it so you [00:08:00] get paid up front.

[00:08:00] So benefit number one is taking that same training that you’ve already created and instead of having to sell it, A hundred times. You get to sell it once and go back and listen to the last week’s episode where I broke down the steps to get started where I talk about turning a $99 course into a $99,000 sale without changing the course at all.

[00:08:20] Okay? Today I just really want to unpack whether or not this is a great option for you to move forward. Number two, it helps you to expand fast. So if you want to. Grow quickly. If you wanna reach more people, grow your business seriously faster than you ever thought possible. Especially if you are a small micro entrepreneur.

[00:08:41] I mean, that’s what I’m called. We have less than seven people on our team. We aren’t even like categorized as a small business. We’re like micros sized businesses. If you’re like us and you wanna grow fast, licensing is a great way to do it because we can scale people, okay? We scale your. Reach, we [00:09:00] scale your people, meaning we don’t need more people.

[00:09:02] Actually did an episode a few episodes a ago called The difference between Growth and scaling. Growth is where we spend more to make more. Scaling is where we don’t spend more to make more. Licensing is a straight scale play. And it’s super powerful because of that. So benefit number two is if you wanna expand your business fast licensing is a great opportunity for you.

[00:09:23] Number three, it’s gonna save you time and money. Okay? So you don’t need a bunch of extra people, you don’t need extra staff members, you don’t have to hire sales closers, you don’t have to, you know, hire people to do all these different things. We can actually build systems within the teams. You already have the process of.

[00:09:43] Selling and actually delivering your license programs is so much more simple when we just do it to one buyer. All right? So the nu the third benefit is saving you time and saving you money and saving you teams, and it’s really powerful. The fourth [00:10:00] benefit to licensing is absolute non-stop promotion.

[00:10:03] Okay? So imagine this, you are playing with your kids at the park, or you are at a movie with your significant other, or your traveling or wherever. In the meantime, there’s hundreds, maybe thousands of people accessing your training in your program. You’re just hands off. It is absolute madness in the best way.

[00:10:24] Okay, so it’s nonstop promotion for you because your licensees are continuing to promote it, whether it’s internally to their teams or externally, because they may be using your training or program as something they’re delivering that could be even client facing. They’re gonna keep promoting it for you because.

[00:10:43] They invested in it and they wanted to work great. So it actually takes you outta the place of needing to. Even market it from a client standpoint, out, out, out to the world. It’s an incredibly powerful thing, especially for people like me that frankly [00:11:00] I don’t, I don’t love social media and I don’t wanna hang out there all day.

[00:11:03] And so if you’re like me, I. Then licensing is a good opportunity for you. Number five, it’s gonna scale your revenue. Okay? This is seriously, again, go back to last week’s episode where we talked about taking a $99 course into selling it for 99,000. The important thing that you need to understand is that in most cases, we don’t have to change the training at all.

[00:11:24] We don’t change the product, we change the buyer. So you’re going from selling it to a hundred people. For $1 amount goal to selling it to one company for that same dollar amount goal, if not more. So when we talk about scaling your revenue, there is nothing that I have experienced. I’ve been an entrepreneur my whole life.

[00:11:47] I’ve been coaching. Coaches for 27 years. Okay, let, let’s sink in. You’re right, it’s swear I don’t look old enough to be doing that, but I started when I was 20 years old, coaching [00:12:00] coaches. Okay, so I want you to understand that never even being a pioneer in the online coaching space has I. Have I ever experienced a way to scale your genius as FAST is releasing your program or training through licensing and.

[00:12:17] Again, I have personally done this myself. Um, number six, it really levels up your brand, so it’s gonna level up your thought leadership in your space. Even if you wanna keep selling your training directly and give different people an opportunity to license it as well, it’s gonna level up your brand. Not only within that B2B space, but it’s also gonna level up your thought leadership and your leadership and your niche, um, even to your established clients.

[00:12:45] So even if they aren’t the ones that are licensing it, I, I would literally have clients say to me, oh my gosh, really? Other companies license your content. And it just levels up their trust and confidence in, in my consulting with them. And it’s gonna do the [00:13:00] same thing for you. So really levels up your brand and your recognition and your thought leadership in your space.

[00:13:06] Number seven, licensing is usually a very fast setup. So again, you don’t have to think of all the things you’ve probably been working really hard to do. Online funnels, online marketing, webinars, live virtual events, challenges, summits, ads, all these other things. When it comes to licensing, we sell them very differently.

[00:13:29] The sale of licens programs is very, very simple. And it doesn’t require fancy funnels or a ton of automation and all of these things that frankly, most experts don’t come outta the box. Knowing you guys and me when I first started, you know, we’re experts in the thing we do. It doesn’t mean that I’m an expert funnel builder.

[00:13:55] I feel, I feel like I am now because I learned how to over the [00:14:00] years, but man, Imagine if you could avoid all of that, or you didn’t have to pay the money to have somebody to build all that out for you. So it’s a really fast setup about packaging your content and actually getting it released to license super fast setup.

[00:14:14] It’s not as complicated as it as it may seem. It’s actually so simple that I, I think that some of our clients even just like. Have trouble wrapping their head around the fact, like, wow, okay. That’s what I do. Like I, I, I need to meet with them and, and present my program and listen to what they need and tell them how I can solve their problem and sign a contract and take my money.

[00:14:35] Mm-hmm. Yeah. It’s that simple. Okay. Number. Eight. I’m gonna keep track. I’m look at my notes here for you. Number eight is reoccurring revenue. So it’s ultimate passive income when you license your product and there’s usually a licensed term, so there is a renewal fee. It’s an amazing thing. So you’re not only getting the upfront money for licensing, you may even be [00:15:00] getting residuals.

[00:15:02] So what I mean by that is you may even be getting commissions and percentage of sales on when other people sell your programs. That’s a whole nother episode. We’re not diving into that right now, but they’re a reoccurring fees for your renewals. So on top of the initial fee, they’re gonna pay you when that renewal comes up as well.

[00:15:22] If obviously you’ve created a a great program, they wanna bring it back again, especially if they’ve worked hard to market that program as part of their business. Number nine, stay with me here. Uh, you can find great partners. So if you want to open the door to other levels of personal branding, personal leadership.

[00:15:43] Say you wanna write a book or you want to start speaking on stages, or you wanna build affiliate relationships for other parts of your company. Licensing is an amazing way to do it. It helps you find amazing great partners where you can collaborate with them. I’m a big advocate. I believe that the [00:16:00] future of business is collaboration and linking arms with other businesses that you serve the same audience or you serve the same mission or you serve the same purpose.

[00:16:09] I, I really, truly believe that is the future and the strength of where we’re going in the world of online business. And so licensing is a really, Important way to be able to step in to that, to have something valuable to give, and of course to be able to create, amazing, powerful relationships with other businesses that are like-minded.

[00:16:29] Number 10, licensing. You get to use what you already have. If you created a course or a training, like pretty much everybody and their cousin has done, especially since Covid, maybe that coarser training is collecting dust on a shelf. Okay, If it’s sitting there and you thought you were gonna sell it, and then you’re like, oh my gosh, this is for the birds.

[00:16:52] But you’re an expert in your space and you’ve worked so hard. If you’re like me, you probably have. Stacks and stacks of trainings. [00:17:00] At one point in time, we had 56 online courses that were Evergreen courses. All right? So if you’ve been doing what you’ve been doing, you have things that are just sitting there collecting dust.

[00:17:10] Licensing is beautiful because we can take what you have already created and make a lot of money for you off of it. Number 11, you actually get to work less with your operations, with your delivery and your management in most simple licensed terms. When you, it’s like. Set it and forget it. It actually reminds me of like the good old days of the first like wave of on online evergreen courses where y we would like actually set them and forget them.

[00:17:36] This is like 2012, 2013 people would enroll and you’d click a button, you’d put it for sale. You’d have hundreds of people come in there and it was like a dream come true. Uh, courses don’t do that anymore in most cases, by the way, you guys, that that’s very 10 years ago. Um, but licensing does because. It’s not like you’re just forgetting it.

[00:17:56] There’s some company that’s actively continuing to take it [00:18:00] from you. It’s like a relay race. They’re taking the baton and they’re running it around the track with their teams to all of their people. What does that mean for you? It means you have very little operational overhead, very little team overhead.

[00:18:13] You want to make sure that you are validating that everything is going as contracted term. And you wanna provide support to your licensees. Some of your licensees may ask you to add consulting, coaching, actually live support in addition to licensing your program. That’s another episode. We’re not talking about that right now.

[00:18:34] It’s just straight licensing agreement is really less work, less operational costs, less management management for you. And so it’s less overhead, more profit, and more lifestyle freedom. And then number 12, and I’m gonna recap all these, number 12 is that you actually get to reach more people if you have created a process and a method that you are really passionate about, maybe it’s your life, li Life’s work.

[00:18:58] Like some of our clients, there [00:19:00] are programs that we partner with them to license. We help, we teach them to help them license. It is literally their life’s work, you guys. And if that’s like you, You’re just one person and there is a line between where is the quality of life for you and where is the expansion of your reach, right?

[00:19:19] You may find, oh my gosh, I could get this work and this important process, life changing, business changing process into the hands of more people. If I only had more time, team resources and money, well, licensing is how we do that. So imagine taking this work that you. Truly are an expert in that you created that you can do and deliver and teach in a way that nobody else can in getting it in the hands of so many more people and businesses to do good things in the world.

[00:19:49] That is what licensing does. And so it might sound complicated, but trust me, it’s not as industry leading coaches that teach. Other leaders how to [00:20:00] license their content. I can tell you every single business comes into me and they’re like, oh my gosh, I don’t know what I don’t know. This seems so scary.

[00:20:07] This seems like so big. It is not, it’s, it’s actually so simple. It just absolutely blows your mind at the process of all of the things that are complicated, all of the letters, we strip out everything and we go back to business basics in delivering programs to give great results and allowing other companies to benefit from that.

[00:20:28] That is licensing. So let me go over those benefits. And I want you to identify to yourself which one is the most important for you. And once you, oh, I’m gonna list them. Once you identify the most important one, I just want you to ask yourself, how important is this to me? How important is this to me to solve right now?

[00:20:49] Is this part of our primary strategic objective as a company for for this year? Okay. And that will help you kind of stay grounded in this. This is not [00:21:00] one of those shiny object episodes that I want you to go chase. I don’t ever want you chasing any of those shiny objects. There’s so many distractions when it comes to how you can build your business.

[00:21:10] I’m here to give you the options. I’m here to open up the opportunities for you, for you to choose. And so I’m gonna go through this list of 12, and after I go through this list, I want you to pick the number one most important thing to you. And then you ask yourself, how important is it to fix? And how fast do we want to have this as a benefit to our company?

[00:21:31] Okay, so here we go. Number one benefit. Getting paid upfront and early.

[00:21:35] Number two, expanding your business and your reach and helping more people faster.

[00:21:41] Number three, it’s gonna save you time and money.

[00:21:44] Number four, it’s nonstop promotion for your company.

[00:21:49] Number five, it’s scaling your revenue. Okay. Massive revenue increase through scalability.

[00:21:56] Number six, it’s leveling up your brand in the recognition of [00:22:00] your thought leadership and your brand in your space.

[00:22:02] Number seven, it’s a quick setup. It’s quick to build and package and sell.

[00:22:07] Number eight, you have reoccurring revenue for years to come.

[00:22:12] Number nine, you get to find great partners and other businesses to collaborate with.

[00:22:18] Number 10, you get to use what you have already created without having to start from scratch.

[00:22:24] Number 11, it’s less work, less operations, and less management for you.

[00:22:29] In number 12, you get to reach more people with the genius that God has given you or whatever you believe to do more good in the world.

[00:22:37] Those are the 12 benefits of licensing. There are so many more, but those are the 12, and I wanna be respectful of your time, so I frankly I just cut it at 12. Now, what’s that number one? What was that first thing that was most important for you? I want you to again, ask yourself, how quickly do we want to solve this?

[00:22:54] How important is this to my business, my bottom line, my team, and my life? Okay. [00:23:00] Once you decide that, then you can decide how quickly you wanna move forward into this. We do have a resource for you. We have tons of resources on licensing. First of all, you can go to our website and you can find licensing playlists from the podcast here, licensing articles.

[00:23:15] I have a huge licensing 1 0 1 foundation video training you can watch, and we have our newest training called Licensing Launchpad, which actually takes you through the step-by-step process to move into licensing. That’s also the one that has all of the cheat sheets of what companies are buying right now.

[00:23:34] So we’re gonna drop all the resources here for you. If you’re really ready to move forward fast, you can always apply to work with us and join our licensing accelerator where we give you everything and of course all of the contracts and you get to team up with our, with legal and it’s just really fantastic.

[00:23:50] But this, the ball is in your court now, you know? You can’t unlearn what you’ve just learned. This is taking a program training method or framework that you’ve already [00:24:00] created and exponentially scaling it with less work in the than you’ve ever done before. If that’s what you want, then this is could be a great option for you.

[00:24:08] Okay. The resources, again, this is episode number 286, and so therefore, everything, all the show notes can be found by visiting sweet life co.com. Click on the podcast. This is episode number 286. We also talked about digging into licensing launchpad.com. So you can do that. And of course you can just text the word license to the number 8 0 5 2 5 4 0 8 8 0, and we’ll text you a link to all these resources as well.

[00:24:42] Or because I’ve given you way too many calls to action here. Totally. Don’t do this on your own podcast. I’ve given you way too many options. Just go to sweet life co.com and you can find all the resources. Under how to scale your reach through licensing there on the website. And if you’ve enjoyed this show, please [00:25:00] share it with a friend.

[00:25:00] This is really, it’s not new knowledge. Licensing is an old thing that’s been done for years, but so few people know about it. And it’s really my mission to help as many businesses like our clients and frankly like myself, scale their reach exponentially and actually, build a quality of life through expanding the use of your genius. All right, you guys have an awesome day. I’ll talk to you next week. Thank you so much for listening.

 

 

April Beach on LinkedIn

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Full Show Transcript:

285

[00:00:46] Hey you guys, and welcome to another episode here on the Sweet Life Entrepreneur. Podcast if you’re watching the video episode behind the scenes, welcome to my podcast recording studio here at the beach house. [00:01:00] This is episode number 285, and so everything we’re talking about can be found by visiting our website, sweetlifeco.com. Cruising over to the podcast in searching for number 285. It is a super powerful episode.

[00:01:14] At the end of this, you are going to know how the power of moving from B to C to B to B can affect your business. We are diving in and we are unpacking how to actually take a $99 course and sell it for 99,000. And this is not pie in the sky, nothing here that we talk about or teach or deliver.

[00:01:37] On this show is in theory, these are all proven business strategies that have been accomplished before, and so that’s why I wanna bring you into this world. If you and I don’t know each other yet. I’m April Beach CEO of the Sweet Life Company, multiple company owners, and my area of expertise is helping establish subject matter experts, speaker authors, coaches, [00:02:00] and consultants.

[00:02:00] Scale your business by building million. Programs and content licensing programs and specif specifically, that’s what we are diving into today. So I have something very important I wanna give you, and it’s timely. Here’s one of the benefits, if you are an actual subscriber to this podcast. When you’re a subscriber, we drop the shows as soon as they come out.

[00:02:22] So the recording of this show, the drop date of this show, let me look at my calendar, is going to be April 24th, 2023. So if you were listening to the show, it’s April 24th, 2023, and you are a very, very timely person. I want you to go because I’m giving you something free, but you have to get it before April 30th, 2023.

[00:02:46] Okay, so let me say that clear. If you are here right now at the live drop or within the first week, this show dropped. If you’re a subscriber of this show, this is a reward for you for constantly listening to these episodes. We are gonna give you a free [00:03:00] gift. It is completely free access to my newest training called Licensing Launchpad, where I take you in depth through all the things I’m talking about today, and I give you the worksheets and the step by step process to accomplish it, and I’m actually giving you that to you totally free.

[00:03:17] But here’s the deal. You have to go grab it before April 30th, 2023. You can go to licensing launchpad.com to download that right now. If you’re here after April 30th, it is a really jam-packed, powerful, valuable training, and so you should still go grab it and pay the market value for it because holy moly, it is.

[00:03:40] Okay, so let’s talk about what we’re actually talking about here today. The end result of what we’re doing here today is setting you up, getting you to the launchpad to be able to license your programs, but most people don’t even know what that actually means. And so I’m gonna simplify these terms and I’m gonna explain to you how you.[00:04:00]

[00:04:00] Can absolutely do this, and you don’t need to be some business ninja to do it. At the end of this episode, you are gonna understand how you can actually go from selling to individuals, to selling to companies. What I mean by that is you’re gonna understand the value of your training and you are gonna understand how you can get maybe finally out of the rat race of, of social marketing and social selling, and having to build funnels and having to post every darn day on social media.

[00:04:30] To selling your very val valuable training to companies that have funding to buy. So if you’re ready for that and you’re ready for the three steps to do this, come on this little short journey with me and let’s go ahead and let’s dive in. Again, go grab the free tool or the very low cost tool if you’re listening to this by visiting licensing launchpad.com, and it’s gonna help you even more implement what we talk about today.

[00:04:58] Okay, so [00:05:00] who is this for? Here’s the deal. If you are like many people, many coaches, consultants, expert speakers who entered the online business space in the last couple years, maybe you entered it with C O V I D, you came into online consulting, you took your area of expertise and maybe you took a course on how to create courses, and you’ve come into this online world, well, There are two brick walls that people are really hitting when they get into this online space.

[00:05:30] Number one, not generating enough sales, and number two, not actually realizing how much marketing skill that you may have needed to make all of your hard work of developing those courses, trainings, and programs successful in order to be a successful scaling coach, consultant, speaker, author, you typically need to understand funnels and social selling and online marketing, and many experts who’ve come into this space in the [00:06:00] last three to five years.

[00:06:01] Either weren’t prepared for the knowledge they needed to have to be successful in the marketing space, or it didn’t come equipped to hire that out. Okay. And so what we have is we have ama, we have a bundle. Tell me if this is you. Send me a social message. If this is you. We have a bundle of incredible established experts.

[00:06:25] You guys are really good at what you do. You have taken the time, you have put in the effort, you have built the courses, you have built the trainings, you have built your framework. You have built your methodology, and then maybe it’s just sitting on the shelf collecting dust. Maybe it, it hasn’t sold for the volume that you wanted it to sell for, but that, here, let me just speak to you really.

[00:06:49] That does not take away from how amazing you are. It doesn’t take away from how great you are at your area of expertise, right at [00:07:00] teaching what only you can teach because of your years or decades of experience and your knowledge to get where you could be to develop that amazing course or training program.

[00:07:13] And so first, I, I wanna say that. Not maybe understanding or executing online marketing or the fact that you might not have a huge social following or whatever that is, is not a reflection of how awesome you are. And how great your program is. So just let that soak in if you’re listening and, and maybe you haven’t accomplished all you wanted to from a sales standpoint.

[00:07:36] Okay, and now let’s talk about what we can do about that. I wanna talk to you about how we take, and this is in theory, 99 to 99. You know, it’s a cool play on words. Basically what I’m saying is how we take your course that’s individually priced at, let’s say 99 bucks or $999, and we [00:08:00] actually sell it for 99,000 or a million dollars.

[00:08:03] This is what we can do when we change who you are selling it to instead of selling it in bulk like or two in two individuals in the masses. We sell it once with a bulk number of seats or tickets to one buyer. So let me say that again cuz I kind of messed it up and didn’t say it as clearly as I wanted to the first time.

[00:08:30] Instead of taking your course or training and having to sell it to a bunch of people instead, I want you to understand how you can take that same training that might be collecting dust and sell it to one person for 10 times more. Does that make sense to you? Okay. So this is a process that’s called content licensing or IP licensing or licensing your training or licensing your [00:09:00] course.

[00:09:01] And there’s a lot of legal lingo in here that most people don’t understand, as a matter of fact. Interesting, fun fact, a lot of companies that wanna license your program don’t even realize that these are the terms for this type of arrangement. You might have even been approached by a company that wants to bring in your course or training, and they don’t even know that this is the actual legal structure of what we’re talking about.

[00:09:22] So I wanna equip you to know that so you can move forward in this. So, We’re gonna dive into three steps here for you to move forward in this direction. And again d dig into licensing Launchpad. It is a short 45 minute five part video training that’s gonna take you through every one of these steps with some amazing worksheets and just like so much gold in there.

[00:09:47] So go over to licensing launch. Dot com and grab that too. But here’s, here’s high level as an introduction for you and I just sitting here hanging out today. So the very first thing I want you to do is I want you to do what I call conduct an [00:10:00] asset inventory. So I want you to go back and I want you to look at all of the trainings that you’ve created.

[00:10:07] Hey, maybe it’s just one course you’ve built or one training. It also. Doesn’t have to be a finished product course. That’s really important. I want you to understand this. If you have developed a method or a framework, or a system or a process that gets people results, I don’t care if you turned it into a course with all the, the whistles and bells and videos, that doesn’t matter.

[00:10:34] What, what I’m saying to you is if you have created a process, And other people can follow that process and get results. It could be a completely finished course or program. It could be perhaps the outline of what you have taught to individuals one-on-one. It could be the outline of a group poaching program that you created.

[00:10:55] Could be maybe the agenda for a mastermind or a retreat. [00:11:00] Basically, if you have taken your expertise in your skills and you have turned it into a process that gets predictable, repeatable, uh, you know, expected results for people, that is very, very valuable. Okay, so valuable. We’re gonna be digging into the actual value of that here in a minute, but I want you to realize that that is gold.

[00:11:20] And there are two different types of business building that we teach at this sweet Life company and that we can just talk about in general, right? There’s, there’s selling B2C and there’s selling b2b. Now, even if your buyers are actual businesses too, I, I wanna just try to simplify this for you. You’re either selling it one off.

[00:11:42] To individuals like you’re enrolling people one at a time in your launch strategy, or you’re enrolling them one at a time through your webinar or whatever. That’s what I call b2c, or you are selling it in bulk, okay? And that means where you sell it one time and a bunch of people get access rather [00:12:00] than selling it a million times to each individual to get access.

[00:12:05] And so if you have been kind of in that individual selling place before, that’s also a great place to be. Again, we work with experts, coaches, and consultants all the time to build their million dollar programs. For that be to individual side. But today I wanna talk to you about moving from that side to a much simpler way of selling your program or your outline, your system, your framework, or your method to businesses.

[00:12:34] Have the funding to invest in the solution that you deliver. And the one amazing thing about this is that when you develop a predictable system, there are always people that want to get it from you and buy it from you. Okay? So step number one is just pause here for a minute and I want you to think. All of the things that you have created that meet that [00:13:00] result.

[00:13:01] So have you have built a total course? Did you build a training program? Do you have a process or a method or a framework or an outline that gets people results? If you have that, you have met the criteria to move forward, yay. You can, you know, passco and collect a hundred dollars. Now one of the things we wanna talk about, as somebody actually messaged me on social media a couple weeks ago and they said, you know, April, how do I know if, like, if I’m ready to do this?

[00:13:29] So you need to have an established process that gets people results. And let me just be really honest with you. You have to be good at what you do. Okay, let me say that again. You need to have an established process that gets people results and you gotta be good at what you do. You know, licensing is not for, people that are new, that are, you’re just testing your process, right?

[00:13:51] Because we’re giving another company the ability to, to implement it. So we need to, we need to make sure it works. And, and a few other [00:14:00] things like protecting your intellectual property with copyright protection and trademark. But I’m not gonna get into that in this episode. I have other episodes about that.

[00:14:09] So step number one is I want you to go through and I want you to understand the value of what you have to other companies. Step number two is, let’s actually dive into the, the value of what, what is valuable actually to other companies. So first of all, that blanket term, other companies can be referred to huge corpor.

[00:14:32] Uh, big international nonprofits, small, teeny, tiny little nonprofits, smaller corporations. It also refers to other companies that are just like mom and pops. Agencies, tech companies, big and small. I don’t care the size of the company. And in this episode, we are not gonna unpack the value of selling to different size companies.

[00:14:59] Those are things that [00:15:00] we work on with our clients and, and just how to price that. But just for the purpose of right now, I just want you to generally to know when I say, you know, license your course or sell your course to other companies, it can be anything. We can be talking about universities, smaller, smaller school districts.

[00:15:15] We can talk about selling your program to companies just like. Imagine turning your competition into your clients by giving your technical competition the ability to distribute your course to their users. And guess what? You just get to sit back and you just get to take the money for that. That’s a great option, especially if you’re burned out on online marketing, isn’t it?

[00:15:38] So what are, what are companies looking. Companies are looking for content that accomplishes a couple of different results. They’re looking for skills and up-leveling their teams. So let’s talk about programs companies are looking for internally. So if what you do teaches a skill or teaches, leveling up of awareness or [00:16:00] knowledge, or teaches a strategy, , teaches leadership teaches communi.

[00:16:04] Teaches, , you know, people how to present themselves more confidently, teaches them how to increase their sales or even close sales calls, create marketing strategies. Companies are always looking to buy programs that level up their skills. As a matter of fact, I have, I have a statistic, and I’ll make sure I put, I source this in the show notes for you.

[00:16:28] I don’t have it here in my little notes for this episode, but statistics show that when a company invests $1,500 in skills training per employee, it increases their revenue by 24%. Let me say that again. When a company invests only $1,500 per employee in increasing their skills, so let’s say what you teach, um, helps a company to level up one of those skills, like it, you know, closing sales deals or communicating in, you know, in [00:17:00] something internally or understanding, a process or how to implement something, or maybe even you have that.

[00:17:09] Maybe what you do delivers better SOPs and streamlined systems within a company. When a company invests $1,500 in a program on average, it increases that company’s sales by on average 24%. And I will get that source code for you. I plugged it into our private client community. Um, and I’ll make sure I put it here in the show notes for you as well so you can immediately go to that research for yourself cuz it’s gold.

[00:17:33] So I want you to understand that if your program is valuable to a company in levels of skills, we’re talking almost direct ROI and it’s very valuable. But I also want you to know if you have a program that might not be so tangible, let’s say you work on mindset. Or peak performance or reducing anxiety or your program deals with mental health or communications, or maybe it’s something that is what I call a lifestyle enrichment [00:18:00] program.

[00:18:00] So maybe what you do is teaching people to sleep better or eat better, or lose weight or know how to write a book. Um, even. Know how to think entrepreneurially. Okay. Lemme say that there are companies out there that are looking for programs to teach their employees to think like entrepreneurs. I know it sounds a little dangerous cuz that, you know, that employee could bolt.

[00:18:23] But what it does is it really benefits the company to help that employee lend to the, a creativity in the future innovation of that. So whether you have a direct skills training that is incredibly valuable, and if you have an intangible training that it’s just confidence or lifestyle, those programs are also very valuable to companies.

[00:18:45] So that’s part one. So I want you to think about, as I’m going through this, I want you to think about what’s in your head. If you grab licensing launchpad.com, we give you a complete list of over 50 different outcomes that companies are looking. In [00:19:00] the value to companies, and you can Dr. You can literally go through our list and circle which ones apply to your training, and then you know exactly what to put in your sales pitches.

[00:19:09] Now, the other thing I want you to know is that if you have a program, it can be internally facing only for the employees of the company, or we can actually license your program for companies to distribute to their customers. Companies aren’t just looking for internal programs, they’re looking for external programs that they can actually turn around and sell or add to their existing programs that they have.

[00:19:33] So take a pause here. This is step number two and fully understand the value of your training. It’s gonna be the same value that it was when you were selling your training. To individuals, but now imagine the scale of having so many people within one organization have that same benefit at the same time together.

[00:19:53] I mean, that just gets me excited for them about your stuff. And it should make you really excited too, and companies are looking to [00:20:00] invest in that, those results. Okay? And then the third step here is calculating the street value of what it took you to develop your program. This is really important. This is the first step before we would get into actually understanding, hey, you know, what, are we gonna charge a a company for this?

[00:20:20] I want you to understand what I call the street. Okay. The street value is quantified by two different groups of numbers. I hope you guys are geeking out on this like I do, and hopefully I’m explaining it in a simple way. The first number I want you to quantify is how much did you spend to invest in building that program?

[00:20:44] Dollar amount. Hard dollars. Okay. Did you pay for coaching? Did you join an online coaching program or join a mastermind? Did you buy software? Did you pay to have videos recorded? Did you hire a copywriter? [00:21:00] Did you, I don’t know, download a million books from Audible? How much and hard dollars did you spend to develop that?

[00:21:10] How much did you pay team members? Did you, if you have a team member and you delegated things out, how much did it actually cost you? To develop that training, even if it isn’t fully built out in a video training or, or in a course somewhere. How much and hard dollars did that cost you? So that’s street value number one.

[00:21:30] Street value number two is, now I want you to quantify the amount of time. That it took you to be in a position so that you actually could develop it. Now, I am not just talking about the amount of time that it actually took you from saying, Hmm, I think I wanna launch a course on productivity and now I’m gonna outline it.

[00:21:51] Now I’m gonna build it. No, no, no. I want you to also include all of the years before that, that made you qualified [00:22:00] to even create a COR course on productivity. So you’re gonna end up with two numbers. You’re gonna end up with hard cost numbers, and you’re gonna end up with this time number. Many of you that are listening to this, you guys have been in the trenches to learn your area of expertise for years, decades.

[00:22:20] We work with clients, so we actually are working on helping them to distribute their life’s work. Imagine that. So you’re gonna end up with two numbers. And those two numbers are the amount of money you spent to invest in this and the amount of time. Most of you guys, if you continue to just sell to individuals like that B2C side, like you don’t wanna look at this number.

[00:22:44] Most of you guys are like, oh my gosh, it is taken me a million freaking years to build this and I’ve only generated 50,000 on something that probably took me, you know, a hundred thousand dollars to build. I understand. But it’s really important that you [00:23:00] quantified the street value because we not only want to get you back the street, r o i for that, right?

[00:23:06] We want to have you profit from that. Okay? And here’s one more thing I’m gonna leave you with and then I’ll recap those three steps for you. I want you to know something. I want you to know that companies don’t want to spend the time and the money that it took you to develop your. That is not a good business decision for them.

[00:23:27] That is not in their best interest. What you do, your subject matter expert genius space is not theirs. And frankly, they usually don’t wanna be experts in that. That’s why they are always out there constantly right now while you’re listening to this, looking for programs to buy like yours to fix that problem because they don’t have the time or the money, and they don’t, they don’t care enough about building it.

[00:23:56] They’re not gonna try to rip off your course. They just wanna buy it so they can be better [00:24:00] from it. And I want you to understand that that mindset, Okay. They need your training. They need your methods, they need your frameworks because they know that it’s probably not their primary area of expertise, and they only care about the end result solution that you are gonna provide, whether that’s to their employees or whether it’s to their customers.

[00:24:21] And whether it is a hard skill result or we can measure ROI or whether it is a more of a intangible that increases confidence or something that is more of a lifestyle result. These things are very valuable to companies and licensing has been around forever. You guys, this isn’t new. This isn’t a new concept.

[00:24:41] What’s different about this is. Nobody out there except for us that we understand is actually teaching you how to license your trainings and your courses and your programs and package them with their, in your intellectual property in a way that is going to help you scale your business [00:25:00] and is good for you and it’s good for the company.

[00:25:02] And so that’s what I want you to wrap your head around today. So in conclusion, I promised you today I was gonna tell you how to take and how to sell your 99 or your $999 course for a million, or sell your $99 course for 9,000. We don’t change the course, we change the. So let me, let me say that again. To sell your $99 course for 99,000, we don’t change the course, we change the buyer.

[00:25:35] And I want you to sit with that for a minute, and I want you to know that it is very simple process and it’s not as hard as you think. And today we talked about the three steps to actually start doing this. The first one is doing an inventory, figuring out what you have that’s ready to go, and knowing it doesn’t have to be a finalized training program or product.

[00:25:53] It can be a framework or a method or a system, you know, SOPs, processes that you’ve deliver. Number two, [00:26:00] what is the value of that to companies? Definitely, I can’t emphasize it enough. Go grab licensing launchpad training. I’m giving you a complete database of the value in programs that companies are buying right now.

[00:26:15] And then on top of that, this is gonna blow your mind. It’s seriously, I can’t even believe we’re, we’re giving this away. On top of that, we’re giving you a list of what the top 10 industries are buying right now in programs. We break it down from agencies to small businesses, to education, to government, to, huge corporations.

[00:26:40] Just so on and so forth. There’s 10 different industries. This list was created by our experts that come in, our sales experts that work with our clients. It is absolutely mind blowing, and I’m giving you that totally, that list totally for free. So with, if you download licensing launchpad by April [00:27:00] 30th, 2023, otherwise you need to go grab it and it’s gonna be a really small price.

[00:27:05] It’s gonna be worth your time. So I want you to understand the value, and I want you to know what companies are buying. And then the last thing we talked about is calculating the actual street value of what it took you to develop this program. It’s incredibly important for you to know that because that is the baseline of where we start your pricing to generate a return on your investment, both in time and tangible dollars.

[00:27:31] This is much more simple than it seems, and it is a super big secret that our mission is to let, as many established experts know that this is possible and this is waiting for you to do, and it’s actually quite simple. In all of your years of genius in all of your time developing your programs, we can quite simply pivot you by selling, by changing who you’re selling it to.

[00:27:56] We don’t have to change the program. We change the. [00:28:00] And that’s what we’re talking about here today. So thanks for hanging out with me. I had actually planned on having this be a very short episode, but I went longer because I elaborated more than expected. Go figure. I tend to do that. Um, but I love hanging out with you.

[00:28:14] I love teaching on this, and I love introducing and opening up these concepts for you. If you have any questions at all or if you wanna get started on this, Do cruise over to licensing launchpad.com. It’s the first step in this process. It’s amazing, powerful training that we have on tap for you. Or you can just cruise over to sweet life co.com and you can apply to work with us and we’ll give you all the contracts.

[00:28:37] We’ll give you all the templates, we’ll give you all this and get you on your way to start licensing your amazing program out there and, and frankly, probably finally, Finally recuperating some of the ROI value that it took you to develop it. So it’s awesome. We’re excited, we’re excited to introduce this to you.

[00:28:56] I’ve done this personally myself. Oh gosh, it’s been 14 years I’ve [00:29:00] licensed my courses and I can’t wait to talk to you more about doing it as well. Um, subscribe to this show. Please share this show, hang out with me. Uh, we on our new YouTube channel. Comment on YouTube if you’re watching video behind the scenes and hanging out here with me at the beach.

[00:29:13] And again, all of the show notes are sweetlifeco.com. You can cruise over to the podcast. This is episode number 285, and of course, don’t forget to go grab licensing launchpad.com. You’ll be so super glad you did. I’m glad you’re here, and I’ll talk to you guys next week. Bye for now.

 

 

 

 

April Beach on LinkedIn

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Full Show Transcript:

284

 

[00:00:45] Hi you guys. Welcome to episode number 284. Wow. We are coming up on episode number 300, and I appreciate. Being a listener of this show, some of you guys listening, been listening to this show for like six years, so thank you so much for your support. I’m [00:01:00] April Beach. If we do not know each other yet, I’m an online business architect and I’m an offer engineer, and I help coaches, experts, consultants, SMEs, and speakers scale their program past a million dollars for deep impact and lifestyle freedom.

[00:01:17] So if that’s what you’re looking for, Everything we do over at the Sweet Life Company and they are, good themes for the shows that you’re gonna get here on the Sweet Life Entrepreneur Podcast. Between me and our amazing guests that we bring here for you, we’ve worked very hard for six years to only bring you the top notch vetted guests in the industry. And, you should just go binge all the shows we have for you over at sweetlifepodcast.com.

[00:01:43] But today is more of a fireside business coaching chat between. And you. And today we are diving into the difference between growing and scaling. And here’s a little backstory in why I thought this was important. So I speak on a lot of summits on a lot of [00:02:00] stages, and I often am asked to speak at events where there’s some use of the word scale or scaling in that event.

[00:02:09] And if you haven’t noticed yet, scaling is a. Buzzword, it’s almost like the way that we used authenticity. You know how like authenticity got overused. Um, that’s kind of how I’m seeing the word scaling. And what I find is that most people actually don’t understand the difference between growing and scaling, and it’s important.

[00:02:31] For you to understand the difference because there are different activities and there’s a different objective in your business in what’s happening if you are in a growth phase, and if you are in a scale phase. So I realize that this was probably a very important show to do. I’ve actually spoken on this topic before and that’s why I’m bringing you this episode today.

[00:02:50] So, at the end of this show, you will know the difference between growing and scaling. You’ll be able to identify activities that you’re working [00:03:00] on in your business, and you’re gonna be able to identify, Hey, listen, are we in a growth phase right now, or are we in a scale phase? And the fact of the matter is, uh, most companies dance between the two.

[00:03:11] And, based on, of course, the objectives and we’re gonna dive into that, you’re also gonna be able to look at your budget. This is really important based on whether or not you are in growing or scaling, it’s going to affect your money. And so that is a very important thing that we are diving into today, and you’re gonna be able to identify what current projects you’re working on in your business.

[00:03:33] Maybe you’re doing some scaling and some growth, maybe we kind of need to help you to fine tune your activity and your focus a little bit so you can actually be more efficient. In whichever phase you’re in, growth or scaling. So, you know, overall in the coaching industry, the term scale is really often misunderstood.

[00:03:51] And so I wanna share the true definition between growing and scaling here for you so that you can make smart choices for your business. [00:04:00] This is, this particular episode is for those of you guys who are established business owners, so this really applies to those of you that are making consist. Over 10K a month, then we can have a conversation about scaling.

[00:04:15] Oftentimes people wanna have a conversation about scaling or about, you know, how to scale and how to expand your reach before 10K. But usually in order to get to 10 K, there are some growing operational systems we have to really fine tune and get into place. So I just wanna be honest about who is going to definitely benefit from this.

[00:04:34] It’s really for those of you guys who have been in business for a while, your established coaches, and that you have reached a, you know, a consistent 10 K months. If you aren’t there, please still know that you’re welcome to listen, but I just wanna make sure that I’m being very honest about who’s best gonna benefit FI from this episode.

[00:04:52] So, if you’re ready to dive into this, all of the show notes and everything we can share here with you is going to be [00:05:00] found@sweetlifepodcast.com, episode number 2 84. All right. With that being said, this episode is brought to you by Licensed To Scale. Licensed to scale is our workshop for experts, coaches, and consultants that want to take your course and license it to other companies.

[00:05:19] It is a powerful, amazing one day event where we take you through and teach you how to package up your course and how to actually present your program to license it to organizations, other companies, even other entrepreneurs. So if you were interested in. Cruise over to sweet life co.com. In this show, we do little sponsorships here, even though we really don’t have advertisers just to highlight some of the current things we’re working on with our clients right now.

[00:05:44] So if that’s where you are, please visit licensed and then the number two scale.com or just visit the show notes or our company page and we’ll make sure you can find the resources and how to join. All right, so let’s go ahead and dive into our [00:06:00] objective of what we’re talking about today and start out with the nitty gritty.

[00:06:03] What is the difference between growing and scaling? So growing is when we are actually making things in your business bigger. We are increasing. A very simple DES definition of growing is we are usually increasing costs. We’re usually spending more money to, to increase the size. Something Now that could be spending more money on advertising to reach more clients, it could be spending more money on team members.

[00:06:30] So we may be hiring people to join your team. So in the growing phase, and I’m gonna give you examples, I’m gonna break down. So I’m gonna make a really simple for you. I’m gonna give you seven examples of what a business is doing when it’s growing, and seven examples of what a business is doing when it’s scaling.

[00:06:45] But just to start out really higher level here for you. Growing is when we are spending more money to increase versus scaling is when we’re not spending more, we are not spending more money and we’re, we’re technically not [00:07:00] spending more time, but we’re increasing the number of people you reach and therefore also increasing your revenue.

[00:07:08] So growing is spending more to make more or reach more, versus scaling is not spending more, not spending more money or time, but yet we want to reach. So that is a basic separation of differences there. And as I dive in, you’re gonna realize that, okay, I might be doing some growth, some scaling activities in my business and, and that’s really common.

[00:07:32] But if you’re going to attend an event that has to do with scaling, then you should know that. These activities really should be correctly falling in that event versus a a difference between a business growth event. So let’s go ahead and dive in. What are seven examples of what a growing business could be doing?

[00:07:52] Number one is marketing and advertising. When you’re in the growth space, you’re usually spending money on marketing. You’re usually spending money on [00:08:00] advertising, so you’re usually putting more money out to have a greater input. So you’re putting something out for a greater. Number two is networking.

[00:08:10] This is your time. When you’re in a growing phase of your business, you’re shaking hands, kissing babies, attending the events, attending the conferences, meeting people, hanging out with people. That’s your time. You wanna grow your business. You wanna expand the awareness of your brand, and you want people to know who you are and what you do and why you’re awesome and all those things.

[00:08:28] So networking is a great example of something you may be doing when you’re in the growing phase. Another example is expanding your offer. So we’re gonna talk about scaling offers here in the scaling phase, but this just means when you’re in the growing phase, you’re adding more offers, you’re adding more programs.

[00:08:47] You’re adding more, um, types of ways and services that you can work with people. That’s something that you would do in a growing phase. Also, in a growing phase, it would be taking the time to build strategic [00:09:00] partnerships, so alliances and affiliates. That would be something that you would take time to do during a growing phase of your business.

[00:09:08] Again, it’s taking your time. Your time. You know, I’ll always say this, I think it’s actually more valuable than money and your time matters. So in a growing phase, if you’re building strategic partnerships, that’s Ty. A type of work activity that you would be in when you’re in a growing phase. Also in a growing phase.

[00:09:27] So five of the seven I’m gonna share with you is improving your online presence. So let’s say you wanna work on updating your website or changing from one platform to the next. That would be an activity that you would be doing and you would have a team focused in on, or you’d hire out yet again, spending money to do something that needs to be done in the growing phase.

[00:09:48] So increasing your online present. Rebranding could also fall in under that. And that wasn’t even one of the examples I had here, but when you haven’t been in, when you have been in business for a [00:10:00] while, you wanna go through a brand refreshening. And so rebranding is something really, um, that is, is reminiscent of what we may be doing in a growing phase.

[00:10:08] Number six is building your email list. All right, so we’re growing, right? So you’re gonna spend time, maybe you’re gonna spend advertising dollars. We’re physically growing the number of people in your network in that, in that email list, that’s an example of working on your email list is something that we would do in a growing phase.

[00:10:27] And another in the last, the seventh example of what you would do in a growing phase is spending money on personal development or professional training for. So if you are investing in mentorship, if you are investing in coaching or consulting, if you are, uh, attending events, if you are buying tickets to something that’s gonna fill you up as a leader.

[00:10:51] If you are investing in professional personal development, then that falls into the growing phase. So hopefully you can see the common thread there is [00:11:00] in a growing phase, you are spending money or you’re spending time in order to increase. So again, growing is where we’re spending more money, spending more resources in order to gain more.

[00:11:13] All right, so take a second with that list. Let me give it to you again and kind of identify maybe some of the activities you’re working on right now. So, marketing and advertising, networking, adding more offers, strategic partnerships, improving your online presence, um, building your email list or generating more leads, uh, in, in investing in your.

[00:11:36] Okay, are you with me? All right, now let’s switch over to scaling. Scaling is where we are not spending more time, spending more money. Some of the little activities we’ll do to get scaling in place, that’s gonna take a little bit of time, right? But the purpose is it’s not something that’s ongoing. So scaling is where we’re not spending more money.

[00:11:57] We’re not spending more time, but we are [00:12:00] increasing the number of people you reach and increasing the money that we bring into your business. So examples of scaling are number one, streamlining your processes, taking a good hard look at your oper operational processes and finding out where you can be more efficient, where you can.

[00:12:16] Um, create more, um, seamless flow maybe amongst your team, maybe amongst your clients to your team. So that’s a really big activity we do in scaling, scaling companies. We’re always looking at operational processes. How can we streamline our processes? How can you streamline your systems? That’s what we need to be working on with the scaling company.

[00:12:36] Number two is automation, especially with ai, with all the amazing software that we have out there available to us. You know, what are you doing that we can actually put on automation now that actually aligns with your company? Maybe you haven’t done that in the past. So if you are looking to scale, it’s where we’re gonna decrease the amount of manpower for a certain activity that could have [00:13:00] been done, maybe longhand before.

[00:13:02] And we’re gonna look at how we can automate that, how we can actually scale your people. It’s a big, big, big theme. We’re talking about scaling people. I was actually, uh, was able to attend Abundance 360 with Peter Dia. A couple weeks ago, all on AI and everything that everybody’s talking about is scaling people, but it, what I really wanna hone in on this, for us, I mean, we are not just small businesses.

[00:13:28] Most of my clients here, and most of you guys were considered micro businesses. We have teams of less than 20 people, you know, 20. Big size team for, you know, a any of the listeners here on this show. So scaling is really important for us because, you know, we wanna look at these places where we can increase the output for each one of the people that are on our team.

[00:13:50] And so number two is what can we automate? Number three are adding more platforms. Okay? So, That means let, let’s take this example. This podcast is an [00:14:00] example. This podcast, we have it on audio now. We’ve expanded our platform and now you can see me sitting here chatting with you and using all my hands cuz I’m a hand talker on YouTube and all the places where we’re putting out the video.

[00:14:12] So it’s actually adding more platforms to reach more people. But I’m still only recording this podcast one time. So content repurposing really fits into adding more platforms. You could even consider how you can add more platforms to your offers. The fourth activity, and this is our area of expertise at the Sweet Life Company, that is in creating scalable programs.

[00:14:35] So that would be from taking a business from one-on-one to group coaching that would also be taking a course. To in turning it into a licensed program to companies or organizations. So there’s a bunch of different ways that you can actually scale your offer. You can go from one-on-one or even group coaching, and now you may expand it in a different way and create a hybrid program.

[00:14:59] Or [00:15:00] you can go and we can take your training and your method and we can license it to other companies, so you’re not even the one selling it anymore. So a great example. What we love and geek out on talking about is how to scale your offers. So that’s a fourth example of some activity that you would be working on if you’re in scaling.

[00:15:17] The fifth one is training and developing other coaches to work under you. So this isn’t hiring more coaches, this is training more people on your existing team. Or even elevating some of your clients to be able to provide some of the expertise that you maybe have been the one to do. That is a big part of what we wanna do in scaling, is utilize the people and the resources we already have.

[00:15:40] Level them up, equip them more, and help them just say, help them to help you just disseminate the information and really serve your. So that’s another example of what we could be working on within scaling. Again, we’re now spending more money, we aren’t increasing time. We’re using the assets we have and the resources we [00:16:00] have to expand your reach.

[00:16:01] Number six is leveraging tech. Again, we talked a little bit about ai, but don’t sleep on this guys. Um, the latest stats we have is by 2028. AI is gonna be equal to human understanding. By 2030, it is going to be considered superhuman. Granted, there’s a bunch of conversations around that and a potential even moratorium on that with the recording of this show.

[00:16:25] But regardless, it is going to be moving forward and so you should be taking a second and understanding. How can we even leverage technology in your business to even streamline your processes and your systems to help you not have to hire other people and just help you to actually run more efficiently and scale.

[00:16:44] And then the seventh one is actually systemizing your methodology and your process that gets people results. So when is the last time. You looked at the process of your expertise, your co, [00:17:00] your consulting, your coaching, your training, your program. When is the last time you actually looked at that and you thought, Hey, how can I even systematize how I’m getting my clients’ results?

[00:17:10] How can I even get my clients’ greater results in less time? And let’s go down memory lane here for a second. For those people who’ve been in the coaching industry like I have forever versus maybe some of you guys don’t know this, that have only been in the coaching industry the last five to seven years.

[00:17:27] So in the beginning of when we first started creating online courses and back in 2011 and 12, and they’re getting so popular, we’d build these huge courses, you guys, and they would go 12 weeks and there were these grand things and. People and all these assets and all these things, right? Well, what has happened to those big programs?

[00:17:49] People are really not digging, spending forever in a day absorbing all of the content in the world. No. Now people want that high value and shorter time. [00:18:00] So what can you do with your way of coaching, your way of how you’re delivering your expertise, your method, your process to actually streamline that and systematize it more?

[00:18:09] That would also fall under scale. So let’s kind of review some of the examples I’ve given here for scaling. You’re in a scaling phase if you are streamlining your processes, adding automation, adding more platforms or repurposing content, creating scalable programs or taking your existing programs to make them more scalable.

[00:18:28] Again, one-to-one, to one to group or group to even a mastermind hybrid type of a field, or courses to licensing or courses to a certification program. All ways of scaling your programs. Also, if you’re in scaling, you’re developing other coaches underneath you and you’re duplicating yourself. You are leveraging technology and you’re systematizing your intellectual property.

[00:18:53] So let’s kind of talk about this summary. So in growing, like we’ve talked about, right? [00:19:00] In growing. If we’re advertising and spending your time to go to networking and building strategic partnerships and redoing your website and all these other things, these things cost time and money. If you’re scaling, we are doing things that are.

[00:19:15] Streamlining the process you already have to increase. So again, growing is where we’re spending more time or money to increase. Scaling is where we’re not spending more time or money, except for the initial setup of what we need to do to scale the initial scale work. And we are still increasing. So I think this is important for us to talk about, just kind of wrapping this up here for you, I think it’s really important for us to talk about, because your company is gonna dance between a time of when you’re in a growth phase and when you’re in a scale phase.

[00:19:46] But I think the word scale is totally incorrectly used, and I, and I know that most consultants and coaches are, are wanting to really hone in and you want to be effective in your time. But when that [00:20:00] word is being so frankly, Used incorrectly. And most people don’t understand the difference between growth and scaling.

[00:20:06] It can be confusing to where you should be focusing your time and attention and money. So the whole purpose of this show is because I wanted to help you identify, first of all, no, I love leveling up IQ of entrepreneurs, right? So obviously that’s what I wanted to do here. But now to take it a step further and help you to identify, are we really in a growth phase in our business?

[00:20:27] Are we in a scaling phase? Because in a scaling phase, we’re gonna be actually be able to save you. In a growing phase, you can expect to be spending a lot more time and money. Where are you in your business right now? What is more important right now for your company? Do you have money to invest in maybe some of the growth projects that you wanted to do or do we need to actually stop and look at all the things you’ve already done in really determine how much better we can scale those processes?

[00:20:55] How much better we can duplicate your people, how we can actually expand your reach? [00:21:00] Spending more money, and that’s what we are here to help you with. As a matter of fact, in the Sweet Life Company here, we have a program called Wavemaker, and there is an entire group in that program that is called Scale.

[00:21:12] All we do is we help experts, coaches, and consultants scale. So if that’s where you are and you want us to dive in with you, I would love to work with you and roll up my sleeves. You can visit sweet life co.com and find out more about how you can apply for Wavemaker to be in. Otherwise, go and be blessed.

[00:21:34] Take this information. Know that there is a difference between growing and scaling. Tell your friends if you weren’t aware of that, and think about where you are in this and actually what you need as a company if you have money to invest. Which of the growth projects is the most important for you to lean in and invest in if you do not have money to invest right now?

[00:21:53] And we really wanna make great use of the hard work and the ip, you’ve already. Then let’s [00:22:00] go ahead and figure out how we can scale your systems and expand your reach. All right. I hope that helps you guys. This was episode number 284 here on the Sweet Life Entrepreneur and Business Podcast. All of the show notes can be found by visiting 284.

[00:22:17] If you cruise over to our website at Sweet Life Co, you can find all the resources that I shared with you and just really appreciate you guys sharing this show with your friends, hanging out here with me and listening. And if you haven’t subscribed yet to YouTube, come hang out with me on YouTube. You can see all my notes.

[00:22:33] I have like all these crazy notes behind the scenes and, and how I record these shows and how I make sure we’re doing our due diligence and even research and all of our show notes so that we’re always delivering you proven a trusted business strategies that other coaches have a tendency to charge you thousands for. That’s what we’re known here for. So thanks for listening. Love you guys and I will talk to you next week. Bye for now.[00:23:00]

 

 

 

April Beach on LinkedIn

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Full Show Transcript:

283

00:00:46] Hi you guys. Welcome back to another episode here. This is episode number 283, and I’m April Beach, the host here at the Sweet Life Entrepreneur in Business Podcast. Founder and CEO of the Sweet Life Company, and I’m so [00:01:00] glad that you have joined us for this episode. We talk a lot about offer engineering here on this podcast because of a couple of different reasons.

[00:01:08] First of all, your offer is the most important part of your business. All of the most amazing marketing and branding in the world can’t save a business whose actual product. Is lacking. And so your offer is engineered out of your genius, and we want your offer to scale and reach millions of people and millions of dollars.

[00:01:28] And so you’ll find here on the show that that’s a lot about what we talk about. So if that’s what you’re looking for, then this podcast is a good place for you to be. In addition to all the other amazing outside ex experts we bring in for you, we have just wrapped up a whole series with a bunch of incredible experts, everything from AI to marketing, and now we’re diving into a conversation, just a little intimate fireside chat between just me and you.

[00:01:54] If you aren’t watching us now, this is on YouTube as well, so you can listen to us on all of your favorite [00:02:00] podcast listening apps or cruise over to YouTube and we can hang out together and you can see me here and going over all my show notes I have for you. I’m really excited to dive in with you today.

[00:02:10] This show is brought to you by Offer Engineer. The Offer Engineer is a masterclass workshop that we host here at the Sweet Life Company that helps those of you who are established subject matter experts, coaches and consultants, speakers and authors to level up your offers and get them to the next level. It’s a very powerful workshop. You can find information on that by visiting the Offerengineer.com.

[00:02:34] Okay, so let’s go ahead and dive into what we are talking about today. Today we’re actually unpacking a framework that we teach here at the Sweet Life Company. This is proprietary to us, but I wanted to share it here with you on the show. I share a lot of our frameworks here publicly on the podcast, and we’re talking about the six components of building a strong, scalable program. Now this could be a coaching program, a consulting program. It could be [00:03:00] a technical program where you’re teaching or guiding somebody else through this. What’s beautiful about what we’re gonna talk about today is it actually applies to any type of business model that you were building.

[00:03:10] And what I have found over the years, I’ve been consulting experts to extract their genius and engineer their leading programs for 27 years. You guys, I know, it seems like a really, really long time, 17 years. Specifically with online business experts, and what I’ve found in helping to build the frameworks behind so many programs is there are six components that every single program needs to have, and that’s what we’re talking about here on the show today.

[00:03:36] I’m gonna give you all six and I’m gonna help you go through the process of actually unpacking these and considering these for one or, or possibly even many of your programs in offer. So we’re diving into how strong is. Coaching program or your consulting program or offer, and we’re gonna dive into all six of these components.

[00:03:57] At the end of this show, you are gonna know what [00:04:00] all six of these components are, and so you’re very mindful about this and how to apply it to your business. You’re also gonna have a very quick view of how well you are doing and fulfilling each one of these components in any of your offers. So this is gonna give you a very fast snapshot.

[00:04:15] So you can take it away and run with it of what part of your offer you may need to level up or upgrade and you’re gonna know how to optimize your program fast. This offer engineering, you can use it to either build a program from scratch, but I find this audit is truly best. For those of you who’ve been doing what you’ve been doing for a while, we wanna take another second glance at it and make sure that it’s optimized and.

[00:04:40] All of the show notes, everything that we’re talking about can be found by visiting Sweetlifepodcast.com/ 283. This is episode number 283, and I have a tool for you today. So grab this tool, everything we’re talking about, I have a complete. Offer Audit worksheet for you to go along with [00:05:00] this episode, we’ll make sure that the link to that offer audit worksheet, you can download it just by going over to the show notes again at sweetlifepodcast.com/283 and it’s our offer audit worksheet and everything we’re talking about, I actually go into more detail for you and help you actually audit your own offers based on these components.

[00:05:19] So if that is what you’re ready for, if that sounds like what you signed up for. Then let’s go ahead and dive in. So let’s talk about this first. How strong is your coaching offer? How strong actually is your product? You know, one of the things that you guys might not know is that I own multiple companies and my husband owns multiple, multiple companies.

[00:05:41] And in the company is that he collectively, there are five businesses between the two of us right now, and some of the companies that he owns are physical product C. And the difference is in a physical product company, the very first thing we build is the actual product, right? If you don’t have a product, you don’t have a business.

[00:05:58] But what’s different [00:06:00] about online business, because there are so many shiny marketing funnels and all these things you can do and reels, and you guys know exactly what I’m talking about, right? The difference is that you actually do see businesses. Build on online business that might have a terrible product.

[00:06:18] It doesn’t hinge on the product. Whereas physical product businesses or software businesses, everything hinges on how well we’ve engineered the actual product. Online business coaching and consulting comes out of your expertise. So if your expertise is not engineered correctly, if your program isn’t structured correctly to give people guaranteed results, you can still come across businesses who failed at that.

[00:06:41] Business may look amazing. They may have bought followers or whatever that is, and their product actually sucks. And so we’re on a mission here to make sure every True Experts program is engineered correctly. So why is this important to do so doing a program audit isn’t being. Is important because we need to [00:07:00] identify areas of improvement, right?

[00:07:01] We wanna con, continually optimize your program. We wanna continually make sure that you are always ahead of the game, ahead of your competition. Another reason is to make sure that your clients are really satisfied, and I always love to go be above and beyond that. We wanna say that we want your clients transformed.

[00:07:17] Nobody needs more content. They just need a transformation and they are hiring us to deliver that transformation. And then the third reason why we wanna make sure that we’re doing an audit is to make sure that you also are still happy with the program that you’re delivering. Your happiness as a leader can’t be underestimated.

[00:07:36] I wanna make sure that you love what you’re doing. And sometimes when we stop and we look at what we’ve been doing, maybe for so long, we realize, hey, you know, that isn’t the way I wanna live my life or flow through my cadence of my work. And so it’s important that you give yourself an opportunity to stop and do an offer audit for all of those reasons.

[00:07:53] It’s not just about money. It’s not just about clients being satisfied, but it’s also about you being happy. I’m a [00:08:00] really big advocate for that, as you probably know. As you’ve probably been listening to this show for years, and so what happens if we don’t do this? Okay? What happens if we don’t stop and do an offer audit?

[00:08:11] You are gonna find some stagnant stagnation in why I can’t even say that. Stagnation. In your program, you are gonna find that, you know, it’s just kind of getting dull or boring, or maybe you’re getting bored with it. That’s what’s gonna happen if we don’t stop and do that. Also, if we don’t stop and audit the systems and operations of your offer every once in a.

[00:08:31] It could become very inefficient. So some of the things that you built in the beginning of delivering your program and your offer probably worked great then. But now are there different tools? Tools and software and technology that we can actually upgrade that particular offer, offer to, to actually save you time and money?

[00:08:48] And then last but not least, is if you don’t take a pause to audit your offer, and we’re gonna talk about the six components of offers and how to do that here in a sec, then what’s gonna happen [00:09:00] is your competition is gonna surge above you because especially the competition that you need to really pay attention to the true business builders, they stop and they.

[00:09:11] And so I wanna make sure that everybody is stopping and doing this and that. My responsibility here, you know, on the show is I always wanna just pour into you and keep you the tip of the sword in your niche. And so that’s why we’re talking about this today. Okay? So let’s go ahead and dive into what are actually the six pillars of a strong scalable coaching program.

[00:09:32] So these are not in any particular order, and again, as I said, it doesn’t actually matter what type of program you. These pillars can apply to a mastermind. They can apply to a v i P day. They can apply to, um, an r r, they can apply to a course or a membership. They can apply to your content licensed program or your certification program.

[00:09:56] It doesn’t matter what type of program you’re building. That’s really important [00:10:00] to understand and because when. We look at true program success, it needs to have all these six components. Okay? So that’s rule number one. However, the reason why as I go through these, they aren’t in any particular order, is because your program is beautifully different than mine.

[00:10:17] Everybody’s program is, and frankly should be engineered uniquely and differently. And so what may be a really important component or a c pillar of my program just might not actually be so important to you. So that’s why there is no hierarchy in each one of these pillars except for here is rule number one.

[00:10:35] The very first pillar I’m gonna share with you is the most important and without, and then they can come in any order you want. Without this first pillar built strongly in your program, you have no program. So let’s go ahead and dive into that first. The very first component or pillar of a strong, scalable coaching program is your intellectual property.

[00:10:57] It’s your assets. It’s your [00:11:00] genius. It’s the most important part of everything that you’re building around there. It’s your method, it’s your framework, your method or your process of getting people results, your framework of getting people results. It’s your genius curriculum. And when that is curated correctly, when it’s extracted out of your brain and built into a framework.

[00:11:22] Our framework we teach is called transformational program design. It works with any program out there, and it’s guaranteed to organize your thoughts and expertise into a transformational program, but for you, Not, but by the way, you can tap into that. You know where to find us if you wanna tap into that.

[00:11:40] For right now. For the purpose of this podcast, I want you to know the pillar number one is your IP and assets. And so I want you to take a pause for a second here as I’m speaking through this, and ask yourself, this is where the auditing comes in. And again, grab our worksheet to do a full audit. Super fun, but just ask yourself and pause for a [00:12:00] second.

[00:12:00] How well do you think that you’ve done extracting and engineering your own genius? How clear are your own thoughts about the expertise you’re teaching? The flow in which you’re teaching is your transformation guaranteed not only in the whole program, but in each one of the benchmarks? And so give yourself a little grade there.

[00:12:17] Say, Hey, listen, I, you can do like a red, green, or yellow sometimes. We, we do that grading system when we’re doing this in a live. We host this fun event called Offer Audit Live. You guys should definitely join in on that sometime. It’s totally free to join in on, but we, I ask people, Hey, listen, you know, give yourself like a, a signal.

[00:12:36] Give yourself a red, greener yellow on how well you have done engineering your IP and your assets. And so give yourself a red, greener a yellow on that right now. And it, and uh, or if you haven’t even started, if you’re listening to this and you’re considering building a new offer, then that’s where you wanna start.

[00:12:51] Pillar number two is your model. Okay, so let’s talk about what a business model is. People get confused all the time. A business model is how you work with your [00:13:00] clients and how you actually deliver your services. So this is the who, what, when, where, why, and how of your. All right. So is it a course? Is it a hybrid program? Is it a mastermind? Is it an MRR, which is a monthly reoccurring revenue program, but it’s different than a membership. Is it a content or a course for packaging up for licensing? How well is this model crafted and how well is it working for both you and your clients? That is the second component. I want you to give yourself a second here and give yourself a, just a brief pause and say, Hey, you know, what is that a red?

[00:13:38] Like, do I really need to take a look at this? Is it a yellow, ah, it’s okay. Or is it a green? Hey, we’ve nailed this Pillar. Component number three are your client systems. So client systems are, these are the, these are the things you guys. Your clients rave about, these are the things they actually tell their friends about.

[00:13:58] It’s how they [00:14:00] felt when they were part of your ecosystem, when they were part of your program. It’s the things that you did to keep them moving forward. It might be a gift in the mail or a handwritten card or you know, sending them something they didn’t expect. What about, you know, what, as far as client experience systems have you done to engineer into this?

[00:14:18] And that is component number three of a strong program. You need to have client exer experience systems built into your program. I, in relation to whatever it is your program does, right. Um, as it applies to what you do, how well have you done with that? Or is that an area you wanna improve on?

[00:14:36] Component number four are your operational systems. These are all the things behind the scenes, right? How does your program run like clockwork? This is scheduling. These are the systems to actually make sure that your team is tracking everybody and where they are. This is everything that actually makes the program become effective.

[00:14:57] How well have you done [00:15:00] engineering your operat? Systems, how well is your team if you’re working with a team, executing things that need to be done within your offer? Red, green or yellow there. Just kind of give yourself a a little rating. The fifth pillar is money. The fifth pillar is are you reaching your financial benchmarks?

[00:15:17] Are you hitting your profit benchmarks for this program? That’s one area that fits under the component of money, but there’s so much more than that. In addition to just understanding and judging about how well you’ve done there, I want you to think. What about, how’s your pricing? How is your pricing actually structured?

[00:15:36] Are you taking into consideration a guaranteed ROI for the investment? How well have you priced your program? There’s so much out there. You hear me talking about it all the time and, and you know, it might seem like I’m bashing it, but. I’m a, I’m a realist and I’m a business strategist and I’ve been an entrepreneur for a long time.

[00:15:53] So when I see programs out there that are saying, oh, just charge more, charge more, charge more, and just add on all these things [00:16:00] that might be frivolous, that’s not how we build high ticket. That’s unethical. How we build high ticket is building ROI in assets into the program that do equal the value. I mean, I have some pretty dang high ticket programs, right?

[00:16:15] But they weren’t pulled outta blue sky, like little unicorns off of clouds to just come up with a number I wanted to come up with. So how well have you done pulling your assets together and actually evaluating the value of your program?

[00:16:29] And then pillar number six are your sales. Okay, so this is a little bit different than money. This is your actual sales, uh, pipeline and how people come into the journey with you. How well have you done engineering the journey into working with you or using sales calls? Are using webinars? Are you using sell by chat? Are you using referrals or affiliates? Are you, uh, are you out there networking right in, in shaking hands and kissing babies.

[00:16:53] All of your clients come to you through networking and referrals. I will say I love networking and referrals. Uh, [00:17:00] it’s one of the primary ways that we actually here at the Sweet Life Company receive our clients as well too. I was just hosting an office hours for our clients and Wavemaker and. Had three different clients come in there last week and say, oh my gosh, I can’t believe the number of referrals from partners that have come.

[00:17:18] You know, clients of referrals from partners that have come our way. And they were so ecstatic. But the reason for that is because they had engineered this sales process really, really well. So it made it easy for people to refer clients to them. So how well have you done that in your business? How well in, in this particular, How well is that sales journey pipeline engineered into your offer and how well have you done laying out the prerequisites of the benchmarks of worship people are in order to, um, make sure that they’re in the right place to work with you?

[00:17:52] So in summary, Let me go back and recap the six pillars of a strong, scalable, pro encroaching program. First one is your IP. You’re [00:18:00] genius. We have nothing without it. And then the other ones you can dance through them with, uh, strength according to your program. Number two is your model. How well is the model engineered?

[00:18:10] Do you need to upgrade your model? Maybe it’s been a course forever and you wanna move into licensing your course to other companies. And so if you’re thinking about moving your program from a chorus to licensing, go over to sweet life co.com and we have a million resources for you in that. The third component are your client systems.

[00:18:28] The fourth component are your operational systems. The fifth is money, and the sixth is your sales pipeline. And so as an expert, I wanted to record this show for you. It’s something we do internally with our clients. I’ve been hosting these offer audit lives, which are so much fun. We have given, uh, you this entire.

[00:18:47] Coaching offer components Worksheet for you. Again, cruise over to the show notes. This is episode number 283 and you can download the Offer Audit worksheet, but you’re an expert. You’re here because you understand that the [00:19:00] success of your business hinges on your ability to deliver and implement a program that has incredible results.

[00:19:06] And so, because you’ve identified that that’s why you’re here, and that is what I’m here to help you with as an offer engineer and a helper of experts like you. Um, that’s why I wanted to record this show for you guys. So now each of these categories, again, is gonna be measured differently based on where you are in what you’re building in your business.

[00:19:28] Every single component has to be represented in every single offer. It doesn’t matter if, if it’s a free offer and that dollar amount is zero. Every single one of these components is represented in every single offer. So that is how we conduct an offer audit, and those are the six components of a strong, scalable coaching program, consulting, training program, expert program, whatever area of expertise you fall into.

[00:19:56] So again, all of the show notes are found at [00:20:00] Sweetlifepodcast.Com and the download for this particular worksheet. This is episode number 283, and you can go ahead and grab the bonuses and all the show notes from there. All right, you guys, if you love this episode, we would love for you to up arrow and share it.

[00:20:14] It would mean a lot to us. I refuse advertisers and I have for six years on this show because I just wanna make sure you’re getting a hundred percent value. And so we. Appreciate you sharing this show. Thanks so much. I’ll talk to you guys on that next episode.

 

 

 

April Beach on LinkedIn

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Full Show Transcript:

282

[00:00:43] April: Hi guys, and you. Welcome back to another episode here on SweetLife Entrepreneur Business Podcast and today this is a really special treat because we are diving in and talking about completely disrupting marketing in a way that you might not have thought about [00:01:00] before.

[00:01:00] April: So you know about the importance of getting case studies for your business and testimonies, but today’s. Literally unpacks everything you’ve ever known about receiving case studies, receiving testimonies, and using them in a marketing capacity that is gonna make a massive difference in your business immediately.

[00:01:20] April: So here is what you can expect from this episode. First of all, it’s episode number 282. So if you’ve been a listener for years, you know that means you can cruise over to Sweet Life podcast.com. Forward slash 2 82 and dive into all the show notes, all of the resources and everything else we have to share with you here that are bonuses to this show.

[00:01:40] April: And you can also tap into the transcription there if you’d prefer. With that being said, let’s talk about what you can expect. From this episode, we are gonna dive into how to actually use case studies to find the perfect audience, the perfect buyers that are going to absolutely rave [00:02:00] about you forever and come back asking for more, come back, wanting to work with you more.

[00:02:05] April: What’s so interesting is that these are not the case studies that you would expect, and frankly, they’re probably not the case studies that you see on most businesses, sales pages and websites. And so we’re rethinking the whole entire thing. We’re breaking it apart. We are repacking it, and at the end of this episode, you will understand.

[00:02:28] April: Case studies in your business, and it’s in a way that is really gonna benefit you and your clients, you’re gonna know why. Understanding the core results that you deliver in your business is probably one of the most important things that you can do in the formation of these case studies. And you’re gonna know how to curate case studies in a way that are attracting clients.

[00:02:50] April: Always going to win with your service. I’m super excited to dive in with our special guest today and a dear friend, Sarah Allred. [00:03:00] Let me tell you a little bit about Sarah. So she is a marketing guru, but particularly Sarah works with organizations to help them market to women, which particularly that is, I’m gonna get you the number. 72% of buyers in every household of decision makers are the women. And so Sarah’s experience is using strategies that directly go to women that directly speak to the decision makers in the household. And she has been disrupting marketing with her frameworks and how she teaches businesses to do that.

[00:03:34] April: Her brand Victress Marketing addresses these issues and helps companies increase their sales. By how they communicate directly to women. With a top 30 business podcast on Apple’s iTunes, her greatest accomplishment is building her empire while maintaining a strict 12 hour work week that celebrates Fridays off to go swimming with her kids, and you can already know.

[00:03:59] April: That’s why Sarah [00:04:00] and I connect so well. She’s highly sought after as a strategy coach with clients all over the world. In using Sarah’s unique Victress marketing system, clients are able to escape salesy marketing, which you’re really going to hear how to do this on this episode and spend less time on the computer.

[00:04:18] April: Growing their business in a way that lets them fully thrive with the perfect clients that are the right fit for them. So with that being said, let’s go ahead and dive into today’s episode. I’m super excited for you to join and actually tap into this framework and it was awesome. And then after the episode, of course you know where to find all the show notes again by going to sweet life podcast.com/ 282. And we are super glad that you’re.

[00:04:46] April: Hi you guys. I am super stoked to be here with my friend Sarah. And Sarah and I are newer friends in the last couple of years, but I had this amazing opportunity to sit down with her and have dinner in Florida and [00:05:00] just hear about her genius. In how she inserts her genius into businesses. And this genius is something that is really important for all of us to understand.

[00:05:09] April: It’s how to connect with the right buyers in a realistic way that actually creates these loyal fans, repeat buyers. It doesn’t make your business seem like. Pie in the sky, you’re very relatable. And so in preparation for what we are gonna talk about here and what Sarah’s gonna teach you guys, I have a million notes on a piece of paper here, um, to, to help guide this conversation.

[00:05:33] April: But, I just want you to know that this is very important for you all to be here from a marketing standpoint. This is going to be a very good use of your time. We’re gonna give you high value here. Sarah’s just going to walk you through some important practices and, um, and give you a transformation in your business just by hanging out here with us on the show.

[00:05:52] April: So Sarah, I am so glad that you’re here. Um, do you wanna give yourself just a little personal intro and then we can dive right into what you [00:06:00] do and, and why your zone of genius is what it.

[00:06:03] Sarah: Oh, I, I’m so honored to be here and I think back on, I have known you way longer than you have known me, and you were really the one that introduced me that there actually was an art to offer creation.

[00:06:15] Sarah: And I just thought, oh, you mean I don’t just slap a whole bunch of stuff together and like pray? Everybody buys it right. In my early years of business. And so you have really guided me to, um, a mindset. Actually serving your people, like heaven forbid people. Right. Thank you. Like you were kind of the one that Yeah.

[00:06:34] Sarah: That initially introduced me to like, like what would you do differently today if you just wanted to, to really highly provide value for your people? And you’ve continued to do that for years. So this is a dream of mine to be sitting across from you and I’m so grateful. So thank you. Thank you. I didn’t, I didn’t realize that.

[00:06:49] April: Thank you so much. Oh wow. That’s very sweet. Okay, so. You have this amazing ability to help business owners see things that they are not [00:07:00] seen in their own business in order to reach clients in a very realistic way. Tell everybody a little bit, you know, about your family, where you live. Give us a little like behind the scenes of what Sarah does every single week. Um, and then bring us kind of down to where we are here in this conversation..

[00:07:18] Sarah: Totally, totally. So I live in northern Utah. Uh, I love to ski. I’m a Harry Potter fan. I’m a Star Wars fan. Uh, my faith is super important to me. Those are some of my foundational things. I am married to the boy down the street, even though like I was a marching band nerd in high school and he was like an all-American soccer player.

[00:07:36] Sarah: We were on different planets through high school. We certainly reconnected after our schooling and married the boy that literally was down the street from me, which is a conversation for another day. Would we just. Sappy and beautiful. Um, I have four awesome kids ranging from age three to 13. I’ve got a golden doodle that will probably bark in the middle of this interview, so we will welcome his contributions.

[00:07:57] Sarah: Um, and I run a business [00:08:00] and when I originally started my business, um, my biggest, uh, focus had to be that my husband was in the middle of medical school, and so his world and commitments had to take prior. As far as time, and so I feel really grateful. Gosh, hindsight is so 2020 that I was able to build my business, um, to f my first six figures, my second to half a million dollars in 12 hours a week without a team.

[00:08:27] Sarah: That was the goal, and there is no secret sauce. Really to how that happened other than the fact that I had to work it within 12 hours a week. And so hindsight is so beautiful that I feel so grateful to have had that opportunity. Now I’ve got a team, and somehow along the way I was able to find that my gift is really being able to step into people’s businesses and teach them how to attract what I believe is the most powerful consumer on earth, which.

[00:08:58] Sarah: Women. Mm-hmm. So [00:09:00] I focus on one-on-one consultations, group coaching, as well as course material that helps business owners tap into and basically not repel the most powerful consumer, which is women. So that is my specialty. Wow.

[00:09:13] April: Wow. I, I love that you’re here. I, you know, first of all, this is not what this podcast episode particularly is about, but we do talk about this a lot in the show. The systems that you had to create in your business to do what you did in 12 hours a week are like, And you didn’t even realize it right then. Now I didn’t realize it. You’re like, look at what I did. I love that. I love that. And we just do what we have to do, uh, to, to make it work. But it also takes dedication and tenacity and a belief in your genius and what you do. And, and you had that. So, um, congratulations. Oh,

[00:09:45] Sarah: thank you. I mean, it’s an honor and anybody in the room who feels like I don’t have enough time, or I don’t have enough startup costs or whatever, that’s your ticket to the big leagues, like leverage that. That’s where the magical.

[00:09:57] April: Right. Right. You do because you’re doing the important work. [00:10:00] Um, I always, I always say to my team, I’m like, okay, I have a whole day to get work done, which means I’m not gonna get anything done.

[00:10:07] Sarah: Amen. I never have a whole day the Grands Plus ever. Right.

[00:10:11] April: Kids are older now. Right. But I, I remember that in those days. It was like after bedtime and, you know, all these crazy things. But now I have all this time and it, but it doesn’t mean I get more done guys. Um, so I digress. But I love your story and, and I think that that’s why we’re, we’re friends and we connect alot.

[00:10:27] April: So today we are talking about. The difference between sharing marketing content that helps people actually connect with your business versus repelling people because they think it’s ridiculous to pie in the sky.

[00:10:44] April: So at the end of today, our listeners are going to know how to, um, establish their marketing and their messaging in a way based on what you’re teaching that is going to create loyal. Buyers followers, [00:11:00] and so I’m really excited for you to dive into this. Teach us what part of marketing are marketing Are we talking about, um, what’s not working that we need to shine light on and be in? How people rethink, what do we need to rethink in this episode? Oh, I

[00:11:16] Sarah: wanna dive straight in. Okay. Okay, good. What? What we are really going to leverage today is not to help you with lead generation or a front end offer. We are here to leverage a specific part of your marketing and your messaging that will help you build loyalty with existing customers.

[00:11:36] Sarah: We are looking to leverage specifically, K drum roll please. Testimonial. And case studies in order to produce repeat customers second purchases through through third purchases, fourth purchases, fifth purchases. That is what we are aiming to target through the world of testimonials and case studies. That’s what we’re covering. Wow.

[00:11:58] April: Okay. So what’s wrong with [00:12:00] testimonies and case studies right now? Why is this such an issue? Um, and you and I talked about this behind the scenes and it immediately, I was like, of. Of course, but it isn’t something that we’ve, we’ve actually discussed before. So what’s wrong? Why is it working?

[00:12:14] Sarah: Right, so I think the temptation is, is we have combined the purpose of testimonials with what we’ve been taught in traditional marketing about like hooks and headlines and how to make people stop on social media. And what we’ve done is we’ve made testimonials and case studies.

[00:12:32] Sarah: Unrelatable, that’s what’s happened is all of a sudden if you’re, if you’re gonna look at Googling how to make money online from home, everything in the top 10 parts of Google are gonna say, how to make a hundred thousand dollars a month from home, and how this client made $10,000 in their first day, and how this person made a million dollars in an hour.

[00:12:50] Sarah: And what happens is, Is while that person, it will grab their attention and they will say, well, I would love to make an extra $100,000 per month. Is there anyone [00:13:00] listening that would not want that result? Like we would all be in line. Right? Right. And so while that kind of like case study, whatever you wanna call it, testimonial case study, we’ll use those interchangeably in this discussion.

[00:13:12] Sarah: Whether you use that, um, if you just choose to use that as a hook. The reason it doesn’t work is I’m gonna get real blunt with you. The chance of you regularly producing a hundred thousand dollars in revenue for your everyday client that buys your offer is. Right, and because of that, they will come in and buy the initial offer, and then down the road they’re gonna say, I’m stupid.

[00:13:40] Sarah: Her product didn’t work for me. His or her product didn’t work for me. I didn’t get the support that I needed. Nobody wants my product. They get into a world of doubt and they associate the feeling of doubt failure, and that they’re not good enough with your product or business, and they won’t buy again.

[00:13:58] April: Wow. Okay, [00:14:00] so let’s just pause for a minute. So what you are saying is by sharing the highest rarest result in case studies, that it causes people who then purchase based on that result, when in fact that is not a common result that most people achieve to feel like they have failed in your program or they aren’t good enough or your program doesn’t work for them.

[00:14:27] Sarah: Absolutely. So you certainly get the front end purchase, but in the way of April Beach, we are here to actually serve our people with the highest value pod. That’s why I’m on this podcast for crying out loud. Okay. We are here to create intense value. You will get the front end purchase, but then your repeat purchases will go down dramatically, um, because they feel they have failed themselves or you have even failed them in the.

[00:14:55] April: That is so true and it’s an elephant in the room, but [00:15:00] nobody is saying that. Nobody, nobody’s saying that is saying that. This is like, to me like I have chills because I mean, how many of us as business owners, let’s just talk about this, right? How many of us as business owners look at. Competitors or other companies and even look at their case studies and see, oh my gosh, this person, you know, helps their clients, you know, reach eight figures in six months.

[00:15:20] April: This person does this. This person helps their clients gain a hundred thousand Instagram followers based on their method, right? How many of us is leaders even look at those other testimonies that other companies create and share even, you know, as legitimate as they. And feel even. Let’s first talk about our own psyche as a leader, right?

[00:15:42] April: What if we don’t have those high results? What if what we do is amazing, but there isn’t a monetary component, there’s more of a psychological transformation or something else. Or what if we’re really great at what we do? But, you know, and this, I think this is a case with a lot of our [00:16:00] leaders, or a lot of our listeners, a lot of our listeners are really good and they’re really dedicated to serving people.

[00:16:08] April: And I, I think that even before we even dive in, you’re gonna share like a framework to, to build these case studies. But even before we do that, I just wanna take a pause and tell everybody who’s listening that if you have felt like your business or your program or whatever isn’t enough because your competitor is sharing these moonshot testimonies.

[00:16:32] April: Then it’s not true. That isn’t a reflection of it, and that is very uncommon. And like we’re gonna dive in here. There are so many factors. You and I talked about this, you know, behind the scenes before we record it. Like we have clients that license offers, you know, from. 80,000 to 800,000. And we have clients that are working on building their programs to license and they haven’t sold one yet.

[00:16:55] April: You know that that’s the real, there’s so many other factors. So I just wanna pause for a minute [00:17:00] to all of you guys listening and saying that, do not measure how good and dedicated and amazing you are, as long as you’re engineer your program’s, engineered correctly, you know? Mm-hmm. And the results you delivered to your client.

[00:17:12] April: Don’t feel intimidated by these other things because what Sarah is saying here, Actually, those over the Moon case studies and testimonies are potentially hurting the relationships that businesses could have long-term with our clients. Is that right?

[00:17:27] Sarah: You’re so spot on. And I think the temptation is, is everyone is attracted to the sexiness of like overnight success. And so when you get that one client or when you’re aiming to get that one client to that, to that massive result, you get, you get really, really lost in the weeds of being able to play the long-term game of business. We lose sight that like after this launch ends and after all this work is quote unquote done after this [00:18:00] launch.

[00:18:01] Sarah: What, how am I going to keep those people engaged and how am I gonna serve them to continue to serve their life? And so I I echo the, the, the challenge that your coaches and, and the people that you were, your amazing clients that they struggle with in the fact of like, we all want the overnight success, but if you promise the moon and don’t deliver, your business will also be an overnight.

[00:18:26] Sarah: Right when those customers run out. And that’s not why I’m in business. I’m not gonna do that to my family. I’m not gonna do that to my clients. And you’re the same way. Mm-hmm. We’re not in business for the overnight success. Mm-hmm. You

[00:18:39] April: said something really powerful be before, um, we started recording, you said, especially now people Oh, amen.

[00:18:47] April: Don’t want necessarily, they’re not looking for the 10 x, they’re looking for the two x. That was just Amen. Amazing. Cuz you are so right. You know they’re not, [00:19:00] yes, they want the 10 x, they want the four, they want the six, but right now they just want the two. And so even if your company delivers the 10 x and, and you are amazing at that.

[00:19:11] April: What we’re talking about today is we’re talking about creating relatable case studies and testimonies. That speak to the two x because speaking to the two X is, maybe even based on what you’re saying, it appears to be more important than speaking to the 10 X results because a 10 X is a rare result in most consulting businesses cuz there’s so many other factors.

[00:19:37] April: So let’s talk about that for. Can we go into that? Can we go into what are some of the factors in all of your research and all of your work that you find gets in the way of clients actually getting the 10 x? So now we’re removing us as business owners, removing us as the coaches. Let’s talk about what’s going on in the buyers and the consumer’s life.

[00:19:58] April: That even if you are like [00:20:00] the cat’s meow of what you do and your program is engineered, transformationally correctly, all this stuff. What is, what are these factors that we cannot actually. Talk about some of those that you’ve found in

[00:20:13] Sarah: your research. I love this cuz this is like what I’m hired to do.

[00:20:16] Sarah: Mm-hmm. Let’s just bring on the game plan. Okay. So I walk in there and I have my team and we go in and we watch webinars and we watch pitches and we, we go through programs and we do all these things and we like. Audit it. We audit it and we say, what is going on in this buyer’s brain? And can I use my own case studies please to show you how we did this?

[00:20:38] Sarah: And this is actually gonna give your people an assignment, something to be, okay, cool. Actionable to start. Okay. You

[00:20:43] April: guys get pen and paper.

[00:20:44] Sarah: Pen and paper. Pen and paper. So we walked into this company, they are $25 million a year in sales. So you would. They’re, they’re doing just fine. They’ve got a legitimate business, right?

[00:20:54] Sarah: 25 plus, um, million dollars a year. However, 3%, and I specialize in women, but this is [00:21:00] still gonna help you with your sales, with men. Um, they came in and they said, only 3% of our buyers are women. What is going on? 3% of people, right? That’s

[00:21:09] April: insane. Don’t we buy everything?

[00:21:11] Sarah: Don’t really buy everyth. We buy 85% of things by the way we can. That’s a discussion. Let’s for another date. Alright, so I dive in and we are watching their webinar and I am specifically looking for the case studies. Okay? And they owe investment business. They are investment coaches. Okay? What do you do with your money? And they, they target, um, Entrepreneurs.

[00:21:30] Sarah: So we’re sitting there watching, they’re talking about this really unique investment strategy and they’re saying, you know, this is such a successful strategy that look who else is using this same strategy. And then the next picture is Oprah Winfrey and they talk about how she’s using their investment strategy.

[00:21:46] Sarah: And then the next person is Jeff Bezos. Owner of Amazon, and then the next person is Warren Buffett. And my heart is just sinking because I can see all my little [00:22:00] team, my posse of people that I bring in to audit and we’re all going, no, here it is. Here is the unrelated ability. And what I have my team do as we audit and I do it myself, is we get in there and we fill in the blank.

[00:22:14] Sarah: And this is what you need to write down. People are listening.

[00:22:16] April: Okay. You guys ready? Okay. Okay. Yeah.

[00:22:17] Sarah: I even have it written. Good. So when you are going through your testimonials and your case studies, your client is going to say something like that is super cool, but fill in the blank. Okay. I know it’s really simple.

[00:22:33] Sarah: We are playing the most simple game of Madlibs right now. Okay. Okay. So they see Oprah and they will say, that is really cool and I even like her, but she has an entire team of people running her money that I don’t have. Unrelatable. Jeff Omar van, Amazon. Okay. He’s super cool, but he can afford. To totally lose out [00:23:00] on this investment.

[00:23:01] Sarah: He’s one of the richest men in the world. Right? Right. And so do you see how that really, really simple fill in the blank can, can shine a light on the fact that the people that you are using are unrelatable? Now, some of you may say, I am not using Oprah, and I am not using Jeff, and I’m not using Warren Buffett.

[00:23:16] Sarah: And you’re saying I’m, but I am using my most exceptional case studies from my clients. Okay. Welcome to my world. My first webinars, I was taught traditionally to just use those testimonials that make everybody, wow, you’re amazing. And I’m like, this is so ego-driven. Okay? But I use it anyway. And I, this is true story.

[00:23:35] Sarah: I had helped a client with my systems in a year go from four $400 a month in sales to $40,000 a month in one. Okay. A month. Like legit. She lives down the road from me now. Okay. We are dear friends. Yes. Best one. And I was like, oh my gosh, this webinar’s gonna sell. And it did. Boy did it sell. Okay. We converted a huge amount in the [00:24:00] room and everybody kept bringing up this testimonial.

[00:24:03] Sarah: They were like, oh my gosh, this is me, this is my dream. All that kind of stuff. And what happened six months later after the course, I lost, I, I was hemorrhaging clients for the next stage in my business hemorrhaging, and I’m exposing this, okay. I’m not gonna lie. Yeah. About how hard business is. Okay. Thank you.

[00:24:22] Sarah: I was hemorrhaging clients and that was the tipping point for people, is they felt like I didn’t achieve the $40,000 a month, and so therefore it didn’t work. So I’m not ready for the next. Okay. Yeah. So with my own experience and with this, with this other financial company, we went in there and we brought in relatable.

[00:24:42] Sarah: Okay? We brought in relatable testimonials and case studies. We brought in a family of four, right, that lived in an average home in an average neighborhood who maybe went to Hawaii once or twice a. Right. And we talked about how these investments generated an [00:25:00] additional $20,000 of revenue for their life because of these investments.

[00:25:06] Sarah: Okay. And, and we, we took each one of those, like Warren and Oprah and Jeff, and we replaced those with more relatable ones to target different avatars that they were wanting to bring in. And we now have 22% of people that buy on their webinar that are women. Wow. 22%. And we also increase the sales from men.

[00:25:27] Sarah: But there, that was the only thing that we changed. And then we focus in on the next step. And now their next step program, um, is 50 50 men, women, and we’ve increased the amount of people that come in just dramatically. So I don’t, we don’t need to get into all the percentages, but it matters.

[00:25:45] April: Right. So, and I’m, and I’m looking at, you know, my notes that I’m taking here.

[00:25:50] April: And the things that you’re saying in just by changing the relatable story, that’s what you did, is you created your testimony with a relatable story. It wasn’t that [00:26:00] moonshot or that unicorn. And, uh, and you created a relatable story. You t you increased their buyers from three to what, 22%? 22%. That is. And so I, I wonder, you know, for our people, I want you guys just to take a second and do again, do this exercise.

[00:26:19] April: We’re just gonna pause for a minute here that Sarah was talking about when people are looking at your case studies, everything we’re working on is your case studies and your testimonies that you’re sharing at in your sales process. Okay? That’s what we’re working on today. If I didn’t make that clear in the beginning, What are they saying?

[00:26:37] April: This worked for them, but they have more time. They have a team. They have money to invest in their business. What is that? They, they don’t have kids or their kids are older or you know, they don’t work in nine to five, whatever that is. What is it that your people are saying when they read the testimonies that you share that worked for him or that worked for her, [00:27:00] but.

[00:27:01] April: And so when they identify those, uh, the, the reasons that they’re not gonna buy in that, how do we fix that? How do they then communicate or, or, you know, those steps to say, okay, they’re, they’re saying that they can’t do this because of what, how, what, what do we do

[00:27:19] Sarah: next? The next step is to define what we call the core result.

[00:27:26] Sarah: And my question that I would ask you, if you were to hire me to come out to your business and sit with you, I would say, what result can you provide for nearly every client that goes to your program? Wow.

[00:27:43] April: I, we want, yeah, go ahead. Yeah. Okay. What. Let me go back and say that word core result because that’s a big deal.

[00:27:55] April: We’re gonna make a definitely, we’re gonna make a graphic on this [00:28:00] for sure, and get it out there on social media. Um, you know, Sarah said core result. What is the core result? And I just wanna pause for a second and just say, you guys, if you’re listening and you actually don’t know what that core result is, we do need to talk about your offer engineering, um, April girl for sure.

[00:28:17] April: You know, if you’re here and you’re like, oh my gosh, well I can do all these things and they kind of get this and they kind of get that and da, da, da. So we need to identify, but what is that core result? And then what was the next thing you said? What is.

[00:28:29] Sarah: Something, the core result that you can consistently provide for clients that go through your program.

[00:28:36] Sarah: Okay. Yeah. Program offer. We’ll use the word offer. That’s your world. Mm-hmm. Mm-hmm. Um, the, the key there is, is some people are, are gonna fizzle out, maybe not finish your program or not take action or whatever, whatever. I mean, but what I mean is when people go through your program and finish it, what is the consistent.

[00:28:55] Sarah: Okay. If you were to like go behind the scenes in my own business, you’re gonna laugh at something [00:29:00] because I’m kind of practicing what I preach. Okay. Like you will see that the result that I. Pretty much guarantee for my one-on-one clients and my Mastermind people is that we will double their revenue with the women.

[00:29:13] Sarah: We will two x their revenue. Okay? Have I 10 Xed the revenue of people’s businesses? Absolutely. Okay. Right. Have I eight Xed and six Xed? Absolutely. But what can I consistently provide for those clients? Two x. That’s the core result. I will double your revenue with.

[00:29:33] April: So everybody is absolutely thrilled with you, and then you create these repeat customers that stay with you on a longer term journey because they in fact did accomplish through your teaching and leadership and your frameworks and your coaching, your method, what you said because you led them in with the two X and not the 10 x.

[00:29:54] Sarah: Absolutely. And I dive a little bit April, I, I don’t know, like the specifics about your [00:30:00] coaches or clients. Mm-hmm. And they may not have like a monetary value. Mm-hmm. But I remember working with a couple that they teach, uh, marriage, marriage counseling. Right. Basically is what they teach online. Mm-hmm.

[00:30:09] Sarah: Their marriage coaches. And they had always been using like, We ripped up the, the divorce papers and we renewed our vows, and we have never said a bad word to each other ever again. That was kind of their thing, right? And you’ve got some people coming into their trainings like saying, um, he, we have not like, slept in the same room for five years, like, let alone ripping up divorce papers, right?

[00:30:31] Sarah: And so they started to change their results where it was like, we’re gonna help you start to at least sleep on the same. Right. This person, they started sleeping on the same floor or they started sleeping in the same room or, and I know that that’s like really practical, but that’s an achievement in a marriage.

[00:30:50] Sarah: Marriage, right. That’s an achievement. And while you don’t have this explosive like lead generation, that’s what your hooks are for people, but this explosive lead generation, [00:31:00] they consistently provide that result of getting couples to sleep in the same room by the end of their program. Right. Okay. It’s not the sexiest result, but it’s something they can consistently provide.

[00:31:09] Sarah: And then those clients refer the heck out of their program and that’s how they generate an avalanche of, of loyal customers through testimonials and case studies that are realistic. Go figure.

[00:31:21] April: Go figure. So the rethinking that we’re doing here today, we’re not saying you guys can’t share your, you know, your big pie in the sky testimonies.

[00:31:30] April: We talked a little bit about whether or not you even have them yet as a business. First of all, if you don’t have those yet as a business and you just have the realistic ones, awesome. Great job. Like you’re, you’re doing amazing work for your people if you do. Amen. If you do, is there like a, you know, the mix, I mean, these really like wow testimonies, right?

[00:31:50] April: Is there like a percentage mix that you recommend? Like you could share like one pie in the sky, but how do you then communicate, you know, but this is what is a standard expectation for those people that [00:32:00] go through our program.

[00:32:01] Sarah: Absolutely. Absolutely. So we actually do not recommend on front end offers using the pie in the sky, cuz that is when your clients are most vulnerable.

[00:32:10] Sarah: So we absolutely cut them out. April, you may disagree with me. We cut out the most extreme testimonials on front end offers. We do use them for higher ticket offers, $5,000 and above offers, we will use those. Um, cuz you have to understand who is in the. Okay. Making the extra a hundred thousand dollars when you’re selling a $5 coloring.

[00:32:32] Sarah: Okay. Is real hard for someone to imagine and be relatable. I know. That’s so funny. That’s like a real life customer. Okay.

[00:32:42] Sarah: We’re getting real here. Right? I love it. So we do reserve those high-end ones for actually. Offers that are further up what you offer. Um, and then we just recommend that you have three different relatable testimonials in whatever pitch or webinar [00:33:00] it is that you, um, use for your front end clients.

[00:33:03] April: Amazing. Uh, you’re a genius. This is your area of expertise. So if that’s what Sarah says, then that’s what you guys should be doing. Uh, I don’t know. You know, this, this totally makes sense. Everything we’re talking about is so logical and you know, this process that you’re teaching is helping leaders to rethink how we’re connecting with our audience, helping our listeners, our clients, your clients, you know, everybody who creates a change to communi.

[00:33:30] April: Better and more realistically about the most common, as you said, core result, realistic change that they can make. And yes, it totally makes sense that we would do the more realistic transformations. We call ’em transformations. With the, with the more upfront offers for sure. Um, certainly the, the moonshot results, and you guys should share those, especially if you actually have, if they’re ethical.

[00:33:56] April: We wanna make sure, I think there are a lot of businesses out there that are sharing case studies that [00:34:00] might not necessarily be true and ethical. I’m just gonna say that. It’s easy

[00:34:03] Sarah: to do that in terms, right?

[00:34:05] April: Yeah. Um, so, you know, making sure they’re ethical with these higher ticket offers. Um, but then also saying, and this is a legal thing that I’m not getting into.

[00:34:13] April: I’m not an attorney, but I know that our go-to attorney we refer to who’s been here on the podcast would also say, make sure your contracts say, you know, these results aren’t common, and make sure that your mm-hmm. Terms and terms and agreements are correct as well, but, This mix. Okay, so let’s go back to the mix that you said.

[00:34:30] April: Okay. That is, uh, realistic testimonies on upfront offers about three relatable testimonies, uh, in your conversion event, your live event, your webinar, your sales page, whatever that is. And then reserving some of. Those higher achieving case studies for over 5,000 that you would call like higher ticket, uh mm-hmm.

[00:34:52] April: Or an actual legitimate, you know, 20, 30, 50, a hundred thousand dollars

[00:34:56] Sarah: program. 100%. 100%. If you [00:35:00] are in the long game of business, right. Right. That’s the next, right. The time that we’re recording this, we are at the end of 2022 and, um, the world is nuts right now. Business is nuts. Things are shifting, pivots are happening, and the temptation is going to be to be more extreme and more extreme and more extreme in what you can offer and what you can charge and what you can do.

[00:35:24] Sarah: And the reality is, is you are losing sight of like your greatest clients on. Okay. Don’t underestimate. I remember a time when I was in, my husband was in med school and my business was struggling so much. I was legit making cream of chicken soup from scratch April, because I could not buy the 69 cent can.

[00:35:45] Sarah: Okay. That It was bad. Okay. I had like a neighbor drop off a bread maker cause I couldn’t buy bread. Like it was so bad. We were in so much trouble. And I just remember. What an extra like hundred [00:36:00] dollars a week meant to me, right? Right. Our food budget was $225 a month for a family of four back then, an extra a hundred dollars a week.

[00:36:08] Sarah: And so don’t underestimate the results you are getting for your people. One less fight a day for a married couple is a result, okay? And their first five sales in a business or in a, in a licensing agreement, whatever. It’s a huge deal, and those people will praise the Lord for you. I don’t know if you’re religious or not, but they will be so grateful for you over the long term for those first five.

[00:36:38] Sarah: And for that first, that first hundred dollars that you help them bolster in their business. And so regardless of what spectrum you’re on, as far as coaching and pricing and packages and offers and all that kind of stuff, just don’t let go of the fact that the world is nuts right now. The world is nuts and you producing these incremental 1% [00:37:00] changes in people’s lives are changing lives.

[00:37:02] Sarah: Share it. Share it. There are more people out there that need you than you think, and you’re repelling them by using these astronomical results that you’ve provided once or twice, and you’re missing probably your most effective, um, client that’s out there wanting your services.

[00:37:19] April: Thank you so much for saying all that it needed to be said.

[00:37:23] April: Absolutely. Uh, and, and you know, you guys, this is also a really important time to take a pause and make sure the offers that you have engineered are correct. Amen. That they are, you know, everybody is talking about high ticket, high ticket, high ticket, and I mean, we have very expensive high ticket programs.

[00:37:40] April: Our clients build very expensive high ticket programs, but they’re. Equally valued to the ROI that people receive. You know, if you’re feeling this pressure, there’s a lot of coaches out there that are saying, go high ticket. Go high ticket charge more. And the programs are not engineered correctly to do that.

[00:37:58] April: So I just want [00:38:00] you, if you haven’t yet to take a pause on that overvalued messaging, that it doesn’t mean that high ticket isn’t something that you can or should. Or currently, you know, do engineer, but also to look at your ecosystem of offers in what’s happening in the world and, and just determine if there are other things that you guys can do to create more, um, I call them micro transformations.

[00:38:27] April: They’re micro transformations, right? We can build programs. With micro transformation benchmarks and we actually stop to recognize those micro transformations like Sarah’s talking about. Or you can do individual offers and programs to deliver micro transformations. That all comes down to how you guys wanna live.

[00:38:46] April: You know, your what type of programs you guys wanna engineer, but even if you have these bigger programs, Make sure you are clearly sharing, like Sarah said, the case studies of the micro transformation benchmarks that people are [00:39:00] receiving. And commonly, when does that happen? You know, I had somebody, um, Ask about one of our programs that we, it’s, it’s a six month program, but it goes on for a year and they’re basically like, how long is this gonna take me to do this?

[00:39:15] April: And the answer to that was I shared with her the benchmark she needs to hit. And I also, just like you said, I shared with her the things that get in the way, like time team finances, kids working in nine to five, that either can accelerate that or slow that. And so you guys, in order to share, if you’re struggling with like, I, how do I share what Sarah said, this core result?

[00:39:40] April: If you’re kind of struggling with that, I’m not really sure what that is. Go back and just make sure that you have mapped out those micro transformations in your offer and just speak to the first couple ones, you know, because those might be where people stay for a while depending on those external circumstances that they have.

[00:39:58] April: And so I just, I love this [00:40:00] conversation so much. And it’s so real, and hopefully you guys have enjoyed this as much. So, uh, homework for this is, you know, going back, looking at your case studies and identifying that core result that you can consistently deliver every single time again and again, and using that to be relatable in your marketing and your relationship building with your clients because they’re never gonna be disappointed.

[00:40:22] April: No matter how great they Amen did. Amen. If you sell them the a hundred thousand dollars in 30 days in 99.9% of ’em don’t hit that. They’re gonna think that you have failed them or they have failed themselves. So this is, this is really awesome. Thank you so much. Okay. So how can people connect with you more?

[00:40:41] April: As I’m sitting here thinking I have like 10 people I need to introduce you to. Um, so I’m really excited to do that after this episode. I’m like, you guys, you guys need Sarah in, in, in your business. Uh, so I love that about just our, our circle of community here on the podcast. Um, How can [00:41:00] people connect with you?

[00:41:01] April: What you know, who do you work with actually, who do you really get in there? Who do you work with? How can people be in your life and your ecosystem to learn more about relatable marketing strategies, particularly to women?

[00:41:14] Sarah: Oh, I love it. And what, where I would really encourage people to start with is I wanna have a conversation with them.

[00:41:20] Sarah: And the best way to do that is every single Wednesday, uh, it’s at the same. Time every Wednesday I teach for 45 minutes. Okay. And I teach for 45 minutes. Uh, about a principle s specifically around marketing to women. Okay. That, I mean, that is my zone of genius. And so if you’re kind of like, oh, I’d like need more male customers, well, the secret to that is you actually need to attract.

[00:41:45] Sarah: The females, but that’s a conversation for another day. But show up there. I go live whether there are, there’s one person in the room or whether there’s a hundred people in the room. I teach every single Wednesday for 45 minutes about these principles of marketing to women, and there is always [00:42:00] homework at the end of that.

[00:42:01] Sarah: There’s no pitch. I’m not selling anything. It’s a no pitch training. It’s a no pitch webinar. Totally transparent about that. At the end, however, there is homework and that homework you will share with me and we will. And we will give you that first step forward on what it looks like to start changing that case study or to start changing this thing that’s turning women off or whatever it is.

[00:42:21] Sarah: So it really is you. You’re gonna take a little test at the end of that, you’re gonna get some homework and then there’s a conversation with you and I, and we’ll go ahead and put the link in the show notes and I’ll see you guys on

[00:42:29] April: Wednesday. I love it. Thank you so much for just your service. That’s just such a servant’s heart too, to the people and just helping people to get results and, and you’re just, you’re really amazing.

[00:42:40] April: I’m, I’m very grateful to know you, so thank you so much for being here on the show and pouring into our listeners and just, uh, it is very important information, so we appreciate you so much. Thank you. You’re

[00:42:52] Sarah: the best. April, thank you so much.

[00:42:54] April: Hey, you guys. What an amazing episode with Sarah. It was a little bit longer than most of our shows are, but why would we [00:43:00] stop when she is just pouring her genius into us?

[00:43:03] April: And, and I’m so grateful you made it to the end of the episode. So you are a rockstar. And so let’s talk about how you’re gonna actually implement this. So we’ll make sure that all of the resources that Shera, Sarah, Sarah shared, and of course how to connect with her for that live amazing business strategy and coaching with no pitch that she.

[00:43:21] April: Every single week, we highly recommend that. So please tap into her. Um, particularly if your business, your brand needs to reach more women and you wanna increase and convert your women’s sales. So with that being said, what is the action item after this episode? So let’s go back to, The actual work that Sarah gave on this show today, if we’re only doing an incremental implementation, I wanna always make sure you’re leaving this podcast, implementing something.

[00:43:47] April: Even if you’re writing on the subway or you’re waiting for your kids at the bus stop or whatever it may be, that you can actually receive a micro transformation from this particular episode. So let’s, Sarah said was to [00:44:00] finish this sentence, and this sentence is, when somebody’s reading the case studies on your.

[00:44:07] April: Okay. And they are over the moon. They are saying to themselves, that is great, but. And then there is that blank. And those are all the reasons why they’re saying to themselves that those results cannot work for them because this other person had a different situation. And so Sarah’s recommendation is step number one, fill in that blank.

[00:44:28] April: And then we talked in the episode about what to do next. And you can always go back and replay this episode, but if you haven’t yet, we’re talking about very fast implementation. I just want you to name three. Things that people are saying to themselves as to why they cannot have the same result as one of those moonshot testimonies that you have shared.

[00:44:48] April: And then you can take the next step and adjust your copywriting in your marketing to connect with your audience better. Thank you so much for listening to this episode. I love that you guys are here. If you haven’t shared the Sweet Life Entrepreneur [00:45:00] podcast, we would really appreciate it. We love getting this show in the hands of others, and obviously there’s no pitching to you and there’s no advertising here because we wanna give you guys incredibly amazing business value that you can take to the bank. Thank you so much, and I hope you guys have a great day.

 

 

 

April Beach on LinkedIn

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Full Show Transcript:

281

[00:00:43] April: Hi guys, and welcome back to the show. I’m April Beach and I am so glad that you were here.

[00:00:47] April: This is episode number 281, and we have. Favorite people and friends on the show back yet again to talk about how to build high level affiliate programs [00:01:00] with the best partners in the whole entire world. And so this episode is brought to you perfectly timed with our masterclass called the Offer Engineer.

[00:01:10] April: So before we can even build affiliate programs, we need to make sure your offer is ready. We actually talk about that. In this show and the steps to get your offer ready. And so if you need to level up your offers to scale so that you can bring in affiliates, make sure that you are checking out the offer engineer.com.

[00:01:28] April: It’s our latest workshop that helps coaches, consultants, experts, and SME scale. And it is coming up, especially if you’re listening to this show in real time. Definitely head over there so you can take action on what we talk about today. Okay. My good friend Laura Sprinkle is back on the show.

[00:01:47] April: And here is what we were talking about. When you are a coach and an author, a consultant, if you’re a subject matter expert, one of the things we need to do is make sure that we are increasing your sales. And one of the best ways [00:02:00] to increase your sales is to have other people who know you, who love you, who love your work, who love your program, actually refer people personally to you.

[00:02:11] April: I can attest to how good it feels to be introduced with total strangers by a high level colleague or friend of mine who knew my program well enough and knows their client base well enough that they make personal recommendations. It’s like handholding people from one world into your world, and it is the best way, first of all, to have clients that are ready to work with. Number two, increase your sales. Number three, it also levels up your brand. So I want you to think about that. Imagine having high level people tell other people about your program, receiving a personal email invitation, receiving a text intro, or an Instagram chat introduction from one of your very close, [00:03:00] reputable friends in your space that tell somebody else that they need to work with.

[00:03:04] April: And when we build your affiliate program correctly, when the structures are put in place and when you have the right partners, this is exactly what you can expect. And so this is what we’re breaking apart in today’s business coaching show. If you’re new here, Welcome to the show. I’m April Beach. I’m a business strategist and mentor for experts, coaches and consultants, and have been for 27 years.

[00:03:27] April: And the thing that we deliver to you here on this show are trainings and steps and processes that you can bank on that the only people that are in here pouring into you. On the Sweet Life Entrepreneur Podcast are vetted experts who have been in the trenches of online business for years and years and years, and this episode is no different.

[00:03:49] April: So my friend Laura, is absolutely the go-to person for affiliate programs. She is behind the creation of affiliate programs for Amy Porterfield. Todd Herman, Steven [00:04:00] Kotler, Salina Sue. She’s behind our affiliate programs as well, and she has a unique method that we’re gonna talk about here of making sure that you’re choosing the right affiliates.

[00:04:10] April: We don’t want all the affiliates. You’ve seen those launches before. We don’t actually want to go for that in many business cases. And so that’s what we’re talking about here today. She’s gonna break down how to find the right affiliate partners, and she’s gonna help you know where to start in the process, even to different people that you might not be directly connected with.

[00:04:30] April: And at the end of this show, you can expect to know three things you need to have in. For your offer to be ready for affiliates, we are also diving into the percentages of the payouts and what to pay affiliates, and you are going to know the first levels of affiliate partners that we want to go after for your business, your program, and actually how to do that.

[00:04:53] April: So this is episode number 281. All the show notes and all the goodies that we’re talking about here, including that [00:05:00] Offer Engineer workshop, and all of Laura’s rock, your affiliate program information can be found by visiting Sweetlifepodcast.com/281. All right, let’s go. Hey you guys. I am so excited to be back with my friend Laura Sprinkle on the NextGen of the Sweet Life Entrepreneur Podcast.

[00:05:22] April: You guys probably remember Laura was here hanging out with me a couple years ago, and she and I met at a mastermind. It was like Selena Suz Master Mastermind in San Diego. Feels like forever in a day ago. , but, and we had known each other before then I think we met in, we got to finally see each other in person then, and it was really, really special.

[00:05:44] April: And the stuff that Laura does in the way she orchestrates relationships are so powerful and the way that she helps us as entrepreneurs. Know how to look at our relationships with other [00:06:00] businesses and how it can be this win-win for everybody is just one of the reasons why I love her so much. Because it’s so genuine.

[00:06:07] April: It’s so real and it’s so mutually beneficial for everybody across the board. The way Laura helps companies grow and, um, you know, not diving into your official bio. But let’s talk a little bit so people know that you are the bee’s knee about , who you have worked with. You know, it’s okay to name drop on here, you know who you’ve worked with in the past to help them build their programs, in this case, their affiliate and referral programs to help them build their programs in how you helped some of these leaders big to small.

[00:06:45] April: Really create, uh, what we call an ecosystem of amazing relationships to grow their business. So welcome back to the show, Laura. I’m so glad you’re here. Thank you. Tell everybody about who you are, what, what lights you up, doesn’t have to be business [00:07:00] related, and who you’ve worked with in the past. And then we’ll dive into what we’re talking about today.

[00:07:04] Laura: I’m so excited. Thank you for having me, and thanks for, for listening. Uh, so who I am, so I am an affiliate program strategist and I have helped clients. My very first client in this realm was Selena Sue, which is how we got connected originally, which is so exciting. Uh, so. Set up programs for Salina Sue, Todd Hermann, Amy Porterfield, um, worked with Kate Northrop, um, heroic and Brian Johnson, Steven Kotler and the Flow Research collective, just a lot a lot of people who are incredible and like I just could talk about them all day long. Like seriously,

[00:07:48] April: they’re so, I remember when you sent out the email that you were doing stuff with Steven Cutler. I’m like, oh my gosh, okay. I’m a huge fan, obviously do a lot of flow state stuff in my kids even read his books as well, [00:08:00] and so I was like, I don’t wanna be a part of anything that this guy is doing.

[00:08:03] April: And I was so excited for you that, that, that. That was such a cool thing that you’re, you’re getting to work with that team as well. Yeah. So you’ve been doing this for a while, so you’ve been helping businesses create, um, really deep, not just surface level, but highly profitable affiliate relationship programs for a a hot minute and you know, some, and what is the number? You dropped it a couple weeks ago when, when we were in like a networking call. Really cool. Laura, by the way, does these amazing networking calls you guys, um, where she just brings together, she’s such a queen at bringing together just cool people who, who wanna connect.

[00:08:41] April: And we’re gonna be talking about that more today. But give us some of the figures of numbers and, and dollar amount of some of the sales that the affiliate programs that you’ve engineered have, have done.

[00:08:51] Laura: Yeah. And I wanna say too, the way that we set up affiliate programs and the way that we. I wanna, I wanna say a [00:09:00] require, but it’s not really a requirement, but the way that we help our clients think about affiliate programs, it’s not like a one and done thing, right?

[00:09:08] Laura: It’s not like, okay, only for your next promotion, only for your next launch. Like we’re gonna 10 x and then we’re gonna call it quits. Like the point is to create that ecosystem that continues to grow with you. So the number I’m gonna share is really like that initial. initial launch and therefore it is actually much bigger because I have been doing this for half a decade and these people have launched many, many times since that original launch with us.

[00:09:34] Laura: Um, but our clients have brought in over 30 million in revenue from their affiliate partner programs. And my favorite part about that number is that win-win that you talk about. We actually call it the quadruple win. So not only are millions of. Being generated for small businesses, but also millions of dollars are more in the hands of other small businesses that are their partners and affiliates that they care about [00:10:00] going to their families.

[00:10:01] Laura: You know, supporting their clients and their teams and their causes that they believe in. And like that is the thing that really lights me up. That’s what you asked about. And yeah, I would say the

[00:10:11] April: quadruple win. So it’s like, yeah, it’s 30 million, but that was only for the initial launch and, and now that has this, Afterburn, you know, snowball effect because these relationships have been built and I, you know, it’s so really important.

[00:10:23] April: If you guys have ever participated in an affiliate program before, then you know what I’m talking about. If you haven’t been an affiliate for somebody, it feels so good because I remember the first time I was an affiliate for somebody, I’m trying to remember, it was like, I think it was Louis House, like back like 2012 or something, a really, really long time ago, and I still remember being part of that and it felt so good to help somebody else do something amazing that they had been worked, they had been working so hard on it.

[00:10:55] April: Felt so good to me to be able to be a part of that. And then like, the [00:11:00] monetary benefits or, or, or just honestly like icing on the cake as well. Um, but just being able to be a part of building somebody else’s a cool thing, um, is just, it’s so rewarding to, to feel like you’re helping with that momentum and you’re helping push that along.

[00:11:14] April: And, and I, and I know intimately the importance of affiliates and we need that. Like we need each other, especially. in an online business space. You know, we don’t have Amy Porterfield’s audience, right. And so, especially in an online business space that is, is so saturated, like relationships, all around relationships.

[00:11:31] April: So, um, I can just say that in going through with your stuff and, and being on the other side too, it’s just, it’s just so powerful. So, Let’s talk about what totally lights you up about the relationship side. So first of all, let me set the framework you guys today we are gonna help you know what you have to do to have in place in order to build your affiliate referral program.

[00:11:55] April: Okay, so in the next 10, 15 minutes, you’re gonna know exactly what you have to have into [00:12:00] place. But you know, unlike a lot of podcasts that we’ll just talk about service things. We also want you to know why these things are important. We’re just not gonna go through and say, Hey, here’s the things you have to do.

[00:12:10] April: We want you to understand the why and the reasoning behind these so that you can independently think through yourself as you’re going through the process of these things as well. First of all, let’s define what type of affiliate referral programs are we talking about that you help people engineer and build?

[00:12:28] Laura: Yeah, such a great question and I think so much of what we talk about in Rock Your Affiliate Program and in how we help clients can help no matter, no matter what kind of partnerships you’re doing. And we specifically love working with course creators and membership creators who want to have multiple people promote their offer at the same time.

[00:12:52] Laura: Like if you have a webinar or a workshop and at the end of that webinar workshop, you’re going to, you know, open the doors for [00:13:00] enrollment for your program and you know, you want 10, a hundred, a thousand. We don’t have a lot of clients that do a thousand. I wouldn’t have recommend different, most people, but you know, you want a few people sharing about your workshops so that you can get, you know, more registrants up.

[00:13:17] Laura: Those are the types of, uh, partnerships that we most frequently do. .

[00:13:22] April: Okay. Awesome. So those of you guys that are doing kind of that, that launch type of strategy, open closed cart type of, uh, a business model is, is what this can work great for what we’re talking about today. And you know, I will also say that there’s so many other things that we’re gonna talk about today that if you are not doing that business model, make sure that you are tapping in here because you’re gonna be.

[00:13:44] April: Deal a lot of these strategies and apply them to your business for incredible results as well. So what does, let’s just go right to the end and reverse engineer it. When somebody wants to actually build this type of a program, how do they start thinking [00:14:00] about how to engineer these, first of all, the relationships and, and who to reach out to and, and why is who they reach out to, um, you know, chosen in a certain way. Take us through that process of thinking.

[00:14:11] Laura: Thinking.

[00:14:12] Laura: Amazing. Yeah. Once you’re ready, and I know we’re gonna reverse engineer of. What does that mean? Once you’re ready, . But once you’re ready, I mean, to me, the thing that’s really, really exciting about partnerships beyond the revenue even is like, we can change the world, right?

[00:14:28] Laura: When I mentioned, you know, millions of dollars in the hands of small business owners that you care about, it’s like growing your business through partnerships means you get to pay people that share your values rather than sending money to corporations like Google and Facebook. And if you. And or you can do both, right?

[00:14:46] Laura: Like you can, you know, tap into pay the ads and also partnerships. Um, so for me that’s number one is do you share values and do they have something genuine to say about your offer? So, [00:15:00] I would recommend that you wait, and we’re gonna talk about this more, but you wait for partnerships until you have actually sold your program and had people go through it.

[00:15:09] Laura: Because some of the best people to promote your offer are your alumni, are the people that have that firsthand, tangible experience with you. Uh, and. Going outside of that circle of people, you’ll wanna start to connect with those who serve your ideal customers in a complimentary way. Like April and I serve in such a complimentary way. Yes. And we also share values. Yeah.

[00:15:32] April: And so let’s like unpack that for you guys. Okay. So first of all, thanks for hanging out with us here today on This Sweet Life podcast. Please like, share this with people because we really want getting, you know, everybody to get the word out about this amazing episode we’re talking about here.

[00:15:45] April: So we wanna unpack and kind of share behind the scenes of how Laura and I work together. So, our expertise, our area of solutions that we provide to clients go so well together, you [00:16:00] guys. And so we want to use us as an example of when you’re looking for great partners. So I help entrepreneurs engineer their leading programs and offers.

[00:16:12] April: You can’t bill the referral program until we have that done. And so I make a perfect prerequisite partner for Laura because people need to go through the process of doing the work and completing their actual structure of engineering their offers with me before we can go into that process of, of then bringing in others to, to market that out.

[00:16:36] April: Think about like, who is a prerequisite for your offer and, and who are the people that you know, need as far as, for what they do is, is delivered better when they’ve completed what you do. Right? I probably did not say that in as well as you could , like

[00:16:55] Laura: you wish that they would take this person’s program. Yeah, before [00:17:00] yours because then they could get just astounding results. Like yeah, if you’ve worked with April before you create a affiliate program, like that’s really like that’s kind of end of episode right there. Like work with April 1st and then come to me and we can get tons of eyeballs on your offer.

[00:17:17] April: We need to, here’s the deal you guys. We need to have a transformational me. Signature program or offer. That’s it. We have to make sure it’s great. And so what Laura was saying is we have to test it, right? So we have to make sure we get people going through it. And so once people ha have clients going through their program, uh, so you’re saying that really is that very first step to go through the engineering of the program and then bringing in the clients and, and having them receive those transformational.

[00:17:48] Laura: yes, you definitely like, wanna make sure you have a solid offer. And, and even beyond that, you also wanna make sure that you have solid messaging around [00:18:00] your launch mechanism. So I mentioned, you know, doing a workshop or a webinar, you’re gonna wanna have some type of marketing, some type of sales mechanism in place because you know you wanna have something that your affiliates and your partners can actually refer to, can actually send people.

[00:18:17] Laura: Right,

[00:18:17] April: right, right. Um, and so just outta curiosity, because we always try to update this show on those latest information, what have you seen in the last year or show is that sales mechanism that seems to be the most popular, that’s working the best. I know this is totally a random question, but I’m sure people are thinking it, so I just wanted to, to ask that what are, what are people that you’re working with most commonly doing?

[00:18:39] April: Is it still webinar? They’re kind of, you know, seeming to get outta date a little bit with certain audiences. Are they live virtual events? What, what are the trends that you’ve seen lately?

[00:18:48] Laura: Yeah, I’ve seen a lot of boot camps and challenges where it’ll be, you know, free to sign up for a certain portion and then it’s like a paid upgrade to stay later or to have coaching involved [00:19:00] as well.

[00:19:00] Laura: There’s a Facebook group involved. Um, so I mean, I would say that that’s like on the high end. Of output and activity and like all the things, and there’s giveaways and pr, you know what I mean? There’s all sorts of stuff happening. So I definitely have seen that and I’ve also seen people go even more low key of like, we’re doing, you know, uh, a low cost paid workshop.

[00:19:21] Laura: Come do this thing. Come hang out with us. Come learn something valuable. And if you wanna take the next step, great. If you don’t, great, you’re gonna get value from it anyway. , you know, I think people are also going back and doing more live events, um, in person, which can also be a launch mechanism, not one that I’m like super savvy on.

[00:19:41] Laura: Um, But people like you will hear all the time like, oh, webinars are dead. Or like, you know, this thing is email’s dead. And at the end of the day it’s like, this stuff has been around, well, email’s not been around forever, obviously, but like direct communication has been around forever. Like it’s not dead, [00:20:00] it’s all still working.

[00:20:02] April: It’s like, know your audience. To know what your audience wants. Right. You know, if your audience isn’t responding to it, then engineer something and tweak it and, and build something distress amazing that your audience totally wants. Okay. So we have to have their program and, and then we have to have a really well-engineered sales.

[00:20:18] April: Process that you can communicate to your partners and say, Hey listen, here’s what we’re doing and this is when we’re doing it and this is where we want you to drive traffic to. This is where please send people here. And I, you know, for me, so we as a company went through Laura’s program. You guys rock your affiliate program a while ago.

[00:20:37] April: Um, and, and we act as affiliates now for Laura. And I remember going through that process and even as a coach who engineers these things and realizing. Wow. This is really the test on how well organized your offer and your sales conversion process is because you are going to be communicating it with others on a really, really, um, detailed, uh, [00:21:00] organizational project plan.

[00:21:01] April: And you better make sure that everything is structured right. So that is a huge prerequisite because here’s the thing with this, you guys, you, anybody that’s representing you, let’s. an affiliate is, is, is sharing how amazing you are. If something goes wrong, no matter what, it’s gonna reflect on them. And so we really wanna make sure that you have these things in place very well because they’re, they’re sticking their nick out to say, Hey, listen, you know, April’s awesome at this, and then they send somebody to my thing and if the whole thing fails, I’m gonna make my affiliate like, Look like shit.

[00:21:38] April: Right? . And so that’s really, you know, we need to honor our affiliates in making sure we’re structuring things really, really well. Um, because, because they’re endorsing us. And, and that’s as a whole across the board, not just with the program, with the, with the sales process

[00:21:53] Laura: too. Yeah, for sure. And it doesn’t mean that it has to be complicated or, or have a bunch of bells and [00:22:00] whistles or, you know, have a hundred thousand dollars affiliate prize.

[00:22:03] Laura: Like some, you know, some big names too. Sure. It doesn’t mean that it does. Like, you know, you wanna have your dates in place and, and stick with them. And I’ve broken my own rules probably more than any of my clients have for sure. Of like, oh, I’m gonna change this thing. And it makes it harder. Right? If someone tells you a date and then they change it on you. Yeah. It’s gonna be harder to share that thing. Right.

[00:22:27] April: Okay. So, uh, our listeners, they have their offer engineered, they have their sales process. Now what. .

[00:22:34] Laura: They are also going to wanna make sure that they have the price point on their offer and know how much they’re really excited about sharing with the affiliate for commission.

[00:22:46] Laura: And people ask me this all the time of like, what’s the general commission? Like what’s best practice? And like there is best practice and there’s also like, you need to know your numbers and you need to know how much delivering your. [00:23:00] Costs. Mm-hmm. , because I would hate for you to get into a scenario where you’re actually going in the negative because you’re using affiliates, right.

[00:23:07] Laura: And. Paying affiliates is not like you’re losing money. It’s not like you’re giving them money. You know? It’s like you’re gaining the revenue from those new clients that you would not have been in front of without your affiliate partners and taking the time, energy, resources to pay ads or to get out there in the world and to meet those customers yourself.

[00:23:30] Laura: That takes, again, time, energy, money, , all those things. So it is definitely worth it and you need to come up with, you know, a percentage. So if you’re in the course space, I typical, I, you know, I hesitate to say typically, but I typically see anywhere between 30 and 50% for courses. .

[00:23:48] April: Mm-hmm. . I love you said that. I love that you said that. Okay, you guys, so know your numbers. Um, and we always like to say, we want you to have at least a 70% profit margin on your offer. [00:24:00] So if you’ve engineered your offer, this is just a side note for tech, like, and we talk about your cost of engineering, your offer and running it on ongoing basis, we want you to have at least a 70% profit margin.

[00:24:09] April: Ideally with online businesses, we want it up to a 90% profit margin and that way. It’s fine for you to then give away 40 or 50% you can afford it because you know that your cost and your profit margin in order to operate it is, you know, besides like a, a boost in ad cost or whatever that would be for you.

[00:24:27] April: Um, so that’s usually kind of the overall profit margin that we want with online programs is 70 to 90% just with your cost to run it. So you guys can take those two numbers, like Laura said. 30 to 50 and then you know, an overall profit margin in of 70 to 90 and kind of tweak your numbers accordingly and just make sure you guys aren’t paying out like online business.

[00:24:47] April: We have very low overhead and we tend to see a lot of extra costs on so many different software that. You know, might be excessive, so you might wanna be able to even take a look at your operational expenses and reduce some [00:25:00] costs so that you can pay your affiliates more like how it would be so much better.

[00:25:04] April: Just like Laura said, rather than paying Google or another software, you might not need to increase the amount of money you can pay out to an affiliate, and that would be super awesome. That would feel a lot better too.

[00:25:14] Laura: Yeah. And it’s like paying, like instead of needing to go create this whole marketing team for your company, it’s like you get to pay, pay your affiliates to spread the word for you.

[00:25:25] Laura: Um, and of course you’re gonna support them and, and you’re gonna have cost associated with that. And. . Yeah, I, I just love it if you can’t tell . But, um, so you’re gonna wanna know, um, that you’re also going to wanna make sure that you have, you know, your tech set up, like you said, in order to get payments. Um, so you wanna be clear on what tech stack you’re using in order to make those sales.

[00:25:48] Laura: You wanna have customers coming through your funnels. You wanna have them loving your program, probably already starting to refer, uh, even before you set up the systems to optimize. Um, with [00:26:00] us and you wanna get excited about what you can do and the possibilities and wanna make sure that you can handle, you know, the volume.

[00:26:09] Laura: You know, if you have 10 partners sending, like if you got, you know, 10 partners sending one additional client your way in the next launch. So 10 additional, like, are you gonna be able to handle that on the back end? Like make sure that you are

[00:26:22] April: right. Right. Oh my gosh. What a wonderful and terrible and super scary problem if you can’t, and that happens. Yes. . It’s like, it’s like, it’s like be careful what you wish for. Um, yes. Okay, so now we have all this like prerequisites in place now. What is, you have the most amazing philosophy on actually the structure of the affiliate program and, and how to reach out to people. We kind of talked about it a little bit in the beginning.

[00:26:49] April: Talk to us about, you know, why relationships are so important to you and, and how you really want entrepreneurs to, to look at this, this network and these, this [00:27:00] beautiful depth of ongoing relat. .

[00:27:02] Laura: Yeah. So I think that you’re referring here to the relationship rings, um, which is one of our beautiful exercises we take our clients through.

[00:27:11] Laura: And for me, again, I do believe that this can, this can change the world if we pay people that we care about. Um, I love sending my affiliates including April money, uh, every month. I love getting it so much fun. Yes. , I’d much rather pay you than corporations I don’t know or care about. Uh, and so we look at it as, You know, the inner ring are the clients that have come through your circle.

[00:27:36] Laura: Um, then we go into your colleagues, people you’ve met in masterminds and such like us. And then when you go out, you start to look at those categories of people. And when we say like, oh, someone who engineer helps engineer an offer will be a great partner for somebody who creates an affiliate program.

[00:27:52] Laura: That’s true. And. Don’t want anybody listening to do because this is a surefire way to break relationships [00:28:00] is start cold pitching and hopping in those dms of like, Hey, I wanna be an affiliate. Yeah, ,

[00:28:08] April: why do we hate? I can’t put my figure on it so bad, but why do we hate that so much?

[00:28:13] Laura: It just feels so. Give something to me, right? It’s not something, it’s not a win-win. It’s not, Hey, let’s connect first on a values basis. It’s like, I don’t even know you and you want me to do something for you. It makes no sense. It feels really icky. And so our thing is like no cold pitching and like real, true, genuine relationships that feel good because the truth is, Partnerships, like let’s say that you sent 200 of those dms and we actually have had clients before working with us do this.

[00:28:49] Laura: Let’s say that you sent 200, you might hear back and get positive results from like two. Okay, great. That’s a 1% conversion rate. And if you wanna play those numbers, you could [00:29:00] totally do that. There are people that teach this, by the way, so you could play those numbers and you can. Those two people are probably not even gonna convert that well.

[00:29:09] Laura: They’re gonna send you crappy customers that you don’t wanna deal with, and it just doesn’t feel good. So not only does building genuine relationships convert better, , it’s also gonna feel better, right? Like I think people try to disassociate of like, you can either do stuff that feels good or you can make money.

[00:29:28] Laura: Mm-hmm. , and I’m like, Hmm, let’s, that’s actually the same. Like, let’s have a party and make a butt ton of money together.

[00:29:37] April: Okay, so, so what, so what do you recommend, how do you want people to really, um, move forward in this? And, and obviously this is what you guys do, um, but, you know, where, what do you recommend as far as somebody saying, okay, I really want to, I’ve, I’ve, I’ve built my signature program.

[00:29:54] April: I know, you know, I know our, our marketing process and our sales processes in place and buttoned up, and I’ve brought people [00:30:00] through what I do and, and I. created raving fans. Now I’m ready to have other people share this. Yeah. What really is that Very first, next step and call to action. .

[00:30:11] Laura: Yeah. Like you said, besides coming and working with me and taking one of our workshops, you should definitely do that.

[00:30:17] Laura: Yes, for sure. But to even get prepared to do that or to come, not even prepared, but like to come ahead of the game. Right. This is like prerequisites, but if you wanna get a step ahead before coming and working with us, I would really start making a list of dream partners. Start giving generously. Like how can you.

[00:30:36] Laura: Uh, you know, share their content, hop on coffee chats with them, you know, move their businesses forward without asking for anything in return. Like give generously, uh, and really just start to build relationships. Hey, I’m, you know, considering creating an affiliate program or interested in partnerships, like start to hop on and just start to orient yourself toward relationship building well before you need [00:31:00] it.

[00:31:00] Laura: Honestly, I would do that even. Right. You have your offer in place, like just start meeting people and networking and not in a networking, like, I need to collect all the names, but like genuine. I wanna know you, I wanna cheer your kids on like, I want to love up on you, like even 10 people. Like start doing that now and you’re gonna be so much further, uh, when you’re ready.

[00:31:24] April: You.

[00:31:24] April: That’s so good. That’s so good. And do you recommend, you know, one last question. Do you recommend people become an affiliate for the people that they, because it is, it is it, is it this feeling of like, Hey, I need you to be an affiliate for me, but then I need to be an affiliate for you? I mean, how does that actually work in the scheme of, of basically marketing and, and how we fit promoting other people’s programs into our market plan as well. Is there an expectation for that that you’ve seen or how do you recommend, um, people people approach

[00:31:57] April: that?

[00:31:58] Laura: I love this question so [00:32:00] much and I have such a different philosophy, I think than than most people talking about partnerships. And I wanna say I love reciprocity. and if I am doing something only to get something in return, that creates a really sticky, yucky energy.

[00:32:18] Laura: And that is like you’re setting yourself up for someone to be disappointed and for a relationship to be broken. I’m not. Yeah, , I am not saying don’t promote people who promote you like I would a hundred percent. I actually, as we’re talking, I was like, oh, I need to send someone, you know, April’s way and like.

[00:32:39] Laura: It’s not that I don’t promote people who promote me cuz I’m like, send everybody my way and I can’t promote you in return. It’s not that at all. It’s whoever you are going to promote. Well, and actually I also wanna separate your question out. Number one, I would definitely recommend becoming an affiliate for people that you care about and you love their programs. It’s a great way to make money. It’s a great way to learn. It’s [00:33:00] fantastic. It’s a great way to

[00:33:00] April: make friends. You guys. I have made so many friends by work I’ve been and Lauras thing of meet the coolest people. .

[00:33:08] Laura: Yeah. Mm-hmm. like you can, you can meet, yeah. All the people, you can win prizes. Like Yeah, it’s a party.

[00:33:13] Laura: It’s, you don’t have to deliver the program. Like it’s great. Yeah. Yes. Become an affiliate and never, well, I’m just gonna say it. Never do it. Only because you want them to promote your thing. Cuz again, you’re just setting yourself up for a sticky situation. Like promote people because you want to promote.

[00:33:34] Laura: And expect that they’re gonna be doing the same for you, and then you’re just energetically clean and it just feels

[00:33:41] April: good. Right. Well, and I think that, I mean, I mean, you know, this is, this is business. You know, we’re, we’re adults, you know, we’re, we’re big girls. We can talk about this, but you guys. If it doesn’t make sense for you to ethically promote somebody else’s program, not ethically meaning like it’s good or bad, but like it doesn’t fit into the, the [00:34:00] things that you talk about with your community, then, I, I don’t feel like there is a way, like when people, when I promote people’s programs, I don’t have any expectation like, oh, they’re gonna now become an affiliate for me at all.

[00:34:13] April: Because talking let’s, you know, as a business strategist, if I asked them to become an affiliate and it doesn’t fit into their content strategy and their messaging. It’s gonna be really weird, and I’m actually putting them in a, and jeopardizing their messaging and their brand. So it doesn’t mean that they still won’t send people to me.

[00:34:32] April: Kind of like one off if, if they know, oh, you know, April can really help you in this area. But I honestly, my personal opinion, I don’t have any expectations on people that, you know, I become an affiliate for them, that they’re gonna turn around and then be an affiliate for me, because I actually think it’s a case by case basis of what fits into the ecosystem.

[00:34:53] April: That each business is creating in their relationships with their audience and what, you know, might be [00:35:00] good for one, just might not necessarily be a fit. And it’s nothing personal. It’s just not necessarily a, a fit. Um, and, and I think that that is, I think I would just encourage people to, you know, be affiliates with other affiliates that are totally cool with that.

[00:35:12] April: They’re like, oh yeah, no, it totally, you know, you can promote my way, but it wouldn’t make sense for me to promote back to you because it isn’t really like what we talk. Totally fine. I mean, this is business, but again, you know, and this is aside from what we’re talking about in building an affiliate program.

[00:35:29] April: But always having like those people’s names and contact information on hand and just sending people’s like, oh, this person’s great at this. So any chance you get, just, just sharing how amazing that other person is, even if it doesn’t fit for you to promote their program is, is, is something that we always wanna do, but I just feel like it, it might not always be a fit and that’s, Right.

[00:35:51] Laura: It could be, again, it doesn’t like the, the ones that are set up where it’s like I have to send five emails and then you’re gonna send five emails. I [00:36:00] think for me, that’s where things get sticky. Um, like it’s more. Like it could be. Yeah. Like I, you know, you’re featured on a podcast here and then they become an affiliate there.

[00:36:12] Laura: It’s like, it doesn’t have to be tit for tat. Like, I’m keeping this spreadsheet score of how many leads you’ve sent and then how many I’ve sent. Like, I think that’s where people just like, yeah. Take it a little overboard on the recipes. .

[00:36:25] April: Doesn’t that sound exhausting? I mean, I can think of so many better things that we could be doing of our, with our time than, than, than tracking that Totally.

[00:36:35] April: Yeah. Okay. I’m so glad we talked about this. We weren’t even planning on talking about this. All right, . So, uh, so today on the show, we helped you guys know what you need to do to prepare to create an affiliate program. Um, that is, that’s most important, that you have your prerequisites checked off. Let’s make sure that you guys are ready to go, um, when you’re ready to work with Laura.

[00:36:56] April: Um, Laura, I’ll make we make sure of. We have all of her [00:37:00] information. If you ever lose her information, send me a DM on Instagram and I will directly send you Laura’s information, right? That’s how it works. You don’t have to join. Clicky link or something. I don’t care what goes wrong comes around. Right. And the thing is, is we just want you guys understanding that, like I think that what Laura has really done a good job leading the way in is that it’s not just about the financial structure and the benefits of affiliate programs, but it’s really about creating ecosystems of relationships with the most amazing humans that all are rallied together for a cause of leveling.

[00:37:34] April: Others towards the same goal. And I, I, I love that that’s how you lead this. I love that. You know, we didn’t spend this whole episode, you know, talking about numbers and structure and, and links and, and money and all those things because the strategy behind it, those are just the details. That’s not the actual strategy. and I love that we got, we gotta talk about that today. .

[00:37:59] Laura: Me too. [00:38:00] Thank you so much. I hope, yeah, I hope it was valuable for everybody last

[00:38:03] April: night. I’m so excited you guys are here. So good. So good. So we will make sure that you guys have links to share , Rock Your Affiliate Program. And I wasn’t even, we weren’t even gonna talk about this on the show, but let me make sure that you guys know.

[00:38:13] April: Rock Your Affiliate Program is, I can tell you this, a step-by-step process that actually Laura and her team actually give you the frameworks and swipe copies and just like, it’s amazing that walks you and your team through the process of building an incredible affiliate program from this strategy into those details and making sure you don’t mess it up.

[00:38:33] April: Okay , making sure that you don’t screw it. All your ducks are in a row. Everything’s, you know,, you know, working the way it should be. , it’s, it’s a really powerful process. And, and we obviously love referring clients over there. Laura, I know that. As we are talking about where we are in the year when this episode drops, you have a couple of workshops coming up. How would somebody find those workshops so [00:39:00] that they can, when they’re ready to move into this process with you?

[00:39:03] Laura: Yeah, for sure. So we’re gonna create a special link, so it’ll be at laurasprinkle.com/sweetlife. So you can, you know, get on the list for the workshops. You can. Come work with me and my team for free to start to put these pieces in place. And if you wanna take the next step in Rock Your Affiliate Program, we would be super happy to have you.

[00:39:24] April: They’re awesome. You guys are gonna love it. You’re gonna love it, and I love that you guys do that, um, prerequisite time for free as well, so you can get into their ecosystem and see what it’s like hanging out with them and learning from them.

[00:39:34] April: And it, it’s really a beautiful place to be. , so thank you so much for being on the show. I can’t wait to see you again in person. I think we’re gonna do that here soon. We have to do that here soon. All right. Yes, please, . Okay. All right. Well, you guys be awesome. Thanks for tuning in and we’ll talk to you next time.[00:40:00]

 

 

April Beach on LinkedIn

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Full Show Transcript:

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[00:00:43] April: Hi guys. Welcome to podcast episode 280 and we are diving back into talking more about AI in your business. Why are we talking about AI and business? Because we are content creators. We are experts, we are leaders, and [00:01:00] we’re all people who lead other people. That’s why you’re listening to this show, and in the process, what we do is creating teachings and training and materials to help other people elevate according to our area of expertise, right?

[00:01:12] April: However, It’s very, very time consuming to do. And historically engineering your offers, your programs, your content, has been one of the longest consuming tasks that we manage as CEOs in our company. Whether you’re still doing it yourself or you have a team that helps you create your content, it’s expensive and is time consuming.

[00:01:34] April: And so with the inception of AI into our business, we can. Become more productive and create more transformational content according to our authentic voice and genius. And so that’s why it’s so important that we are continuing to talk about this because this show is dedicated to helping you level up your business.

[00:01:54] April: And that’s why we’re bringing you more episodes on ai. Here’s what you can expect from this episode. [00:02:00] We are going to talk about how to engineer prompts, how to actually use AI correctly in a way that is going to save you time and still sound exactly the way that you need it to sound so you don’t sound like a robot.

[00:02:13] April: And we’re also talking to today’s guest about the new AI is called Unleashing AI four Business Summit. And by the way, take a second right now. Pause this and go get your free ticket. I will be a speaker at the Unleashing AI for Business Summit coming up here in May of 2023, and I’m gonna be breaking out the framework on how to use AI to engineer transformational programs.

[00:02:39] April: It’s gonna be amazing. You can get your free ticket by going to unleash AI for spelled f o r business.com/. So pauses for a sec. Go grab your ticket, sign up for that, and then come back and listen to the show. At the end of this show, you are gonna know a very [00:03:00] simple, prompt generation acronym that Bob Dietrich, our amazing guest, who is the creator of Unleashed AI for Business Summit, walks you through.

[00:03:09] April: It’s gonna save you hours and hours of creating the output you’re looking for. We’re also talking about the latest in. And Bob uncovers some really cool secret tools that I didn’t even know about that after we recorded this show, I immediately went and tested them on some of the content from this episode.

[00:03:28] April: So if you are ready for all of this, then you are in the right place. You can find all of the show notes, a link to the behind the scenes video. Bob Screen shares in this. If you are not following us on YouTube, make sure you’re following us at Sweet Life Company on YouTube where you can see the behind the scenes.

[00:03:46] April: But all of this will be available right at your hands in our show notes, which can be found by visiting sweet life co.com/podcast. Or you can just go directly to sweet life [00:04:00] podcast.com. This is episode number two 80. Let’s go ahead and dive in. Hey everybody. Welcome back to the Sweet Life Entrepreneur and Online Business podcast.

[00:04:09] April: I am here. A new friend Bob Dietrich, and he has come into our orbit in all things ai. I’m super excited to have been introduced to him from Amy Yamada. You all heard Amy’s episodes a couple of weeks ago, and we are diving in more to AI for content creation. Bob, can you introduce yourself, let our friends know how you got into this world of everything AI over the last couple of months or maybe years. How, how long have you been diving into this?

[00:04:42] Bob: Um, you know what, how long have we all been in it and not known it? Right? Right. That’s a real question because we’ve all been in it for so long and we’ve not known it. Um, everything from our Facebook feeds to the Google searches. I mean, as soon as the internet came out, AI was pretty much invented.

[00:04:56] Bob: So, uh, so we’ve all been in it for a while. Uh, [00:05:00] but today, I mean, Now that we’re in it, now we’re more aware of what we can do and we have things like chat, g p t available. Um, but we got some really important questions like how do we get it to work properly? How do we implement it into our business? Um, I was at a party, uh, last weekend and I’m telling people about chat, G P T, like they should know.

[00:05:18] Bob: And it’s like most people don’t know. I mean, we are literally at the bottom of the upswing of the curve, uh, you know, the bell curve of, of a product’s life, right? And. Just at the beginning, it’s like the.com ages when, you know, dot coms are just about to start. So if you’re watching this, you’re just at the beginning of this huge bell curve that’s happening and it’s very exciting,

[00:05:39] April: What a remarkable actually time in, in the world to live. And I know that there are a lot of people that are scared of it. Uh, in, in our entrepreneur world that we are part of, we tend to be total go-getters. We love the newest things. We love diving into them and. Why what you’re doing is actually so cool because you have [00:06:00] created these amazing summits that are all about unleashing the power of AI for thought leaders, for entrepreneurs. Tell us a little bit about those summits that you have been hosting and, and the ones to the, in the ones that are to come.

[00:06:14] Bob: Yeah. So, um, a summit, if you’re not aware or familiar with them, is basically a group of interviews. A set of interviews anywhere from 10 to 15 to 30. I mean, even 60 interviews, depending on how about how large it is.

[00:06:27] Bob: Uh, ours tend to be about a full day, so about 16 interviews, and we bring on top experts. And our, our strategy is really, To, um, we all know that chat G P T exists. If you’re watching this, you’re probably familiar with that. The question is, how do you make it work the way you want it to and what other AR tools are out there?

[00:06:43] Bob: And so our program, our summit, is designed to bring in business owners and say, Hey, you’re using chat G P T, how are you using it to get. Information out to make your business run more efficiently, to, to reduce your cost, to increase your profits, to gain that competitive [00:07:00] advantage. Um, and also what other tools are you using that also help you, uh, excel in your business.

[00:07:06] Bob: And so it’s been remarkable because each. Person, although, hey, we’re using chat G B T, here’s how I’m using it. And your mind is blown. Just like you first used, you know, first time you saw Jet Chat G v t, it was like, wow, my mind just got blown. Well, get get ready. It’s gonna get blown again and again and again.

[00:07:21] Bob: Every time you see chat, G B T and somebody else use it in a different way, it’s just. It’s phenomenal. It’s, it’s, um, it’s the magic eight ball of the 21st century .

[00:07:30] April: It’s, it’s so funny as you say that, I’m thinking that, uh, my husband and I were talking last week and he was having, um, his bio generated and then he had his bio generated in the Voice of Yoda, and it was absolutely hysterical.

[00:07:42] April: I mean, just these funny things too that you don’t think about. And he goes, this is it. This is what I’m gonna put on my LinkedIn profile. This is it. This is what it’s gonna be. You know, so it it, like you’re saying, I mean, you just don’t even think of some of the things. I was just in a meeting prior to this with somebody who was talking about doing their whole entire task list and actually having [00:08:00] chat actually organize their order of operations of all the things they had to do in a day.

[00:08:03] April: It wasn’t even. Externally facing content. It was literally helping them organize their own thoughts and ideas to be a more productive person. So I agree with you and I can’t wait to be a part of speaking at your upcoming summit that we’re gonna be having here in a couple weeks and, and we’ll be sharing information about that as well.

[00:08:22] April: Me too. So one of the things that I’m most excited to hear about is what also tends to be stumping people, right? I’m of course, excited to learn your solution like all of our listeners are, and that is how do we actually know the correct inputs to get the right outputs for what we need? And. AI to do for us in our business.

[00:08:47] April: And you call that prompt engineering. Can you explain just first of all, high level, what is prompt engineering and why is it so important for our users to under or our listeners to understand?

[00:08:58] Bob: Sure, sure. [00:09:00] So prompt engineering, not my word, not my phrase, but I’m gonna give it to you anyway, because here’s what it means. Prompt engineer engineering basically means the creation of the prompt, the input that goes into an AI so you can get the output. Right. So that is the input, the prompt is the input, whatever you’re inputting in there. And, uh, if you input, you know, it’s kind of like the first time you, you went to computer class and you started learning about computers.

[00:09:24] Bob: It’s like garbage in, garbage out. That was like one of the first thing you learned. And so if you put garbage into the chat, cheap pt, guess what? It’s not magic. It’s not gonna spit out good stuff. It’s gonna give you garbage out, right? So you have to give it, um, the right input, the right prompt to. Pull out the stuff.

[00:09:39] Bob: When you pull out the inform information you want, when you give it the right prompt, it’ll blow your mind, right? And that, and if you don’t give it the right, uh, right prompt, uh, it’ll be a big disappointment. . Right.

[00:09:50] April: Just, just can create more content. Yeah. And I would say nobody needs more content. Right? We need a transformation or, or what is the clear outcome of what we’re looking for.

[00:09:58] April: Exactly. Uh, [00:10:00] really great to know about prompt engineering, and you actually have a very special formula that you guide people through in order to understand how to create prompts. Can you tell us a little bit about.

[00:10:12] Bob: and, yeah. And it, and it’s not a hard, fast rule, um, but it is something that, uh, that I think it, it’ll be a good guide. So let, let’s go through it. Um, I’ve created this acronym. It’s not a pretty acronym, but it’s something you can remember. and I, I like acronyms because every letter stands for something, right? And so the word is Cats Paww, right? Uh, Cats Paww. Right, right. And so Cat, if you reme can remember Cats Paww, then you can probably remember every step here.

[00:10:39] Bob: So let’s go through the, what is Cats Paww? So the first thing you wanna do when you’re generating a, a command, and probably by the way, I’ll probably get Cats Paww replaced with something cool. But for now, , I actually think

[00:10:49] April: that’s, I, I remember it already. Right. There’s nothing in the coaching space that’s called Cats Paww, so nobody’s gonna go

[00:10:55] Bob: forget that .There we go. All right. So, uh, so the first thing in the C [00:11:00] stands for command, right? You want to give it a command, like, write this or write code for this, or Correct this, or explain this or analyze this, right? So, A command, right? So C is the command. Um, a is the adjective. Write this emotional or compelling, or outrageous or thrilling or heartbreaking or whatever, right?

[00:11:19] Bob: So write this adjective, right? So ca a is for adjective, right? Um, T is for tone. . So write this adjective in the tone of, right, and this is kind of your writing voice, right? This is it, the flavor of the, of the, uh, of the conversation. So you’re gonna write an email, uh, that is compelling in the tone of, um, a casual tone or a, uh, perspective tone.

[00:11:42] Bob: Um, inter perspective or passionate tone. Or enthusiastic tone, right? So T is for tone. So it’s c a t s is for the subject. What is the subject, right? Um, write this adjective. Uh, write this emotional, enthusiastic sales letter [00:12:00] or email or subject or landing page, right? So s is for the subject. What is the subject?

[00:12:05] Bob: What are you gonna gonna have it, uh, produce, right? Um, and then you wanna say, uh, from the perspective of. Who, the customer, the product, the competitor, the ex, you know, the storyteller, uh, the advocate, the influencer. The performer. Right? Who’s, who’s it in the perspective of, right? So now we’re at the P. So let’s go to the A.

[00:12:26] Bob: So Katz, Paul A is for, uh, uh, the A and K Paul. And, uh, and then we’re saying what’s the, the ambition or the goal, right? Mm-hmm. . . And so the g the ambition or goal is to, uh, to have it sell or have it to maybe reverse the risk or make it easy to buy or make it impossible to say no or, or give it a sense of urgency or a sense of scarcity maybe, or, um, offer a guarantee or, you know, what’s the goal of the.

[00:12:56] Bob: um, of the communication of the prompt, right? [00:13:00] Um, then w and w are with and without, right? So with this person, with this thing, with this qualifier, um, or with, and or without it, without being upsetting people, or without being salesy, without being boring, or without being dull, or without being tedious or without offending people or whatever it is.

[00:13:22] Bob: Um, so that’s basically cat’s paw. So let’s go through it again. The command. The adjective, the tone, the subject, like sales letter, email, whatever, the perspective of from who, right? And the perspective of the goal, uh, like, like what do you want it to do? Make a person feel a certain way or produce a certain result. Um, and with or without something, with, with a qualifier and without being, say, salesy or boring or pushy.

[00:13:50] April: Wow. What a framework. Yeah. I see as you, as you are breaking that out. In playing with AI in, in starting to [00:14:00] use it more regularly, I absolutely see the power in your structure and I wish I had had that before I had started playing with it because I think I have spent hundreds of hours just wondering what was coming up from what I was putting in.

[00:14:14] April: So that is really incredibly powerful. What, in your experience do you find that entrepreneurs are using ai. For I, is it email marketing, social marketing article? Like what, what are the trends? I mean, I can’t even say trends. It’s also new, right? Yeah. What are the most common uses of the outputs of the content that you have seen so far?

[00:14:38] Bob: Okay, so, um, uh, I’m gonna answer that before I do I wanna say, Most business owners are not using it, right? So this is your advantage right now if you’re watching it, right? Most businesses aren’t using it. The ones that are aware of it, maybe half of ’em are using it, maybe less than that. Um, and they’re not, so they’re not using it properly.

[00:14:55] Bob: They haven’t figured it out. Some business owners are using it. So let’s talk about those people. [00:15:00] Who are you, who’s using it? How are they using it? Um, so those people who are using Chat G P T, most people are using, you know, uh, some form of it in Google and whatever, but when you really talk about, say, chat, G P T or some of the audio or video programs out there, um, they’re using Chat G P T for, you know, things like emails, things like sales letters, um, but you know what really is cool? Totally overlooked is the research. Um, do we have the ability to do screen share anything here? Um, yeah,

[00:15:30] April: absolutely. Okay. We, we love, uh, let me make sure that you have power. Yeah. Can you, can you power it up from below?

[00:15:37] Bob: I certainly

[00:15:38] April: can. Awesome. And we’ll make sure this is on YouTube for you guys. Those of you’re listening in audio, make sure that you cruise over to YouTube and we’ll put a link to that in the show notes.

[00:15:48] Bob: Okay. So I’m just gonna find the, uh, Uh, the entire screen. There we

[00:15:52] April: go. Oh, this is so cool. This is so cool. Okay.

[00:15:56] Bob: So, um, I am going to share my screen and what I wanna show you here [00:16:00] is, can you see my screen right now with chat g p t up? Yep, sure can. Okay. So I was working with somebody, uh, earlier and she was saying she wanted to create her program.

[00:16:09] Bob: She’s, uh, she’s working with. People in recovery who want something more out of life, uh, to stay sober. Like they’re, in other words, they’re sober already. They’ve gone through the process of, of being through a rehab and now they wanna get really jump into life, right. Um, and really make something outta life.

[00:16:25] Bob: So she’s doing a next level course. It’s like after you’ve conquered. Recovery, what do you do now? And so we put in something saying, uh, you know, that said, I’m working with people in recovery, want something more out of life now that they’re sober. Please write, uh, what people in recovery are most interested in.

[00:16:40] Bob: And so what it does is it puts all the information out. This is what they’re all interested in, right? These are what they’re interested in after recovery. It’s like, okay, great. So please gimme some statistics around this. Right? And so what it did was it spit out all these statistics. I just did this this morning.

[00:16:54] Bob: So this is fresh information. Um, so it says, okay, uh, 88% [00:17:00] of people, uh, reported making positive changes in their personal life since becoming sober, right? 62% uh, said that they pursued a new career. 67% said they had made new friends after becoming sober, 72% re reported spirituality or faith was improved.

[00:17:16] Bob: Um, 80% of the people reported that they had positive changes in their diet, so on and on, and. . Um, you can use this if you’re building a recovery program to show people, Hey, you guys have a very, very good chance of succeeding if the right things are in place. So now the next problem is prompt, is what are some things that will help people be successful to continue their recovery and help them, you know, to help them become successful?

[00:17:40] Bob: And so what it does is here are some things that individuals in recovery. Be successful and maintain their sobriety over the long term. So they need a strong support system. They need healthy coping mechanisms. They need a sense of purpose. They need avoiding triggers and accountability. I mean, that sounds like everybody, but especially people in [00:18:00] recovery, right?

[00:18:00] Bob: Because without some of these things, they may go back to, you know, drinking or taking drugs or alcohol or whatever. Right? So, . So this is, this is where they focus, so this is what her course should be focusing on, right? And then we said, okay, well what are the pain points they’re experiencing? Well, they’re, the pain points are cravings.

[00:18:17] Bob: Oh my gosh. Social isolations, financial and legal issues. Mental health issues, right? So mind blowing already, right? This is, and so, okay.

[00:18:26] April: Right. So keep

[00:18:26] Bob: going, keep going. Yeah, yeah, yeah. So it’s like, okay, so now create an outline for a program called Next Level Recovery. That’s her program. Right? So look for it.

[00:18:34] Bob: It’s coming. It’s coming soon. It’s coming. It’s coming. And so it says, here’s the outline for your program based on everything we just talked about, right? And so it basically flows this outline, it gives you seven points to it. It’s like, you know what? We want a little bit longer, add three more modules to this outline.

[00:18:49] Bob: And so now it’s 10 modules long and it spits out 10 modules of, of. Of, of, you know, her program based on what we, what we wanted to do. Now. She said, well, I wanna start, you know, [00:19:00] nurturing my email list before I start getting out there. I said, okay, well let’s do this. Um, but this is an email, uh, by the way, uh, I, I asked that, write me an email to potential expert speakings, inviting them to speak on a summit for this.

[00:19:13] Bob: Product. So, or for this, uh, for a program about recovery. So, so we said, okay, make an announcement for this event and rewrote the announcement. And then we said, okay, write 20 subjects I can email to my audience in recovery in the next 10 weeks. You know, that would kind of, kind of get the email list warmed up a little bit.

[00:19:29] Bob: Mm-hmm. , and it gives me these 10, uh, these 20 different, um, subjects that I could be talking about. And I, and I took the first one, the power of gratitude. I said, write me a, a blog PO. A 10 point blog. , right? You have 10 benefits of the power of, of gratitude in recovery and how they can implement these principles and it produces this blog post.

[00:19:49] Bob: Now I can cut and paste this into my email and start warming up my list right away while I’m building out my program, right? And I did all this in about 10 or 20 minutes, right? And then, [00:20:00] um, and then, I mean, it goes on and on, so, so, Yeah, that’s, that’s what I wanted

[00:20:05] to

[00:20:05] April: show my mind is just absolutely blown.

[00:20:07] April: I hope you guys are watching this video. If you’re listening to the audio, make sure you also watch the video replay of this. What a, as you were saying this, cuz what I’m gonna be speaking at, on, at your summit is offer engineering and how we actually extract genius to, to create methodologies and transformational programs.

[00:20:26] April: I’m really excited to talk about that and mm-hmm. , we’ve been testing that a lot and, but what. made me think of was earlier today I was in with a group of businesses, so just kind of another use case where we are licensing their courses to corporations and our goal this morning was to come up with the sales deck and part of coming up the sales deck are coming up with statistics.

[00:20:50] April: And numbers and pain points for the organization or corporation. And that was a, a real sticking point that has always in the past required a lot [00:21:00] of exhausting research. And I never once in this whole entire morning, so now based on this, I need to go back and tell all of our clients, you need to input this into chat G P T, because exactly.

[00:21:11] April: We were struggling with coming up today is exactly what you just showed. Mind blown, absolutely

[00:21:17] Bob: amazing. And so when I say research, it’s like start from the beginning. Start from your, you know, what are you, who is it that you’re wanting to talk to? What are their pain points? What are their, their, what are they looking for?

[00:21:28] Bob: What you know, and where do you want to take? Them and what’s the name of your program? And insert all this information in, in a, in a, in kind of a, a logical chronological flow. And it’ll start to, you know, build it for you cuz it’s remembering what you just input. It’s remembering what, it just outputted based on all the information inputs that it got.

[00:21:45] Bob: And then it, it kind of builds on itself. Builds on itself, builds on itself.

[00:21:49] April: Unbelievable. Unbelievable. Um mm-hmm. , I’m literally, I am speechless. And this episode is dropping right away and even eight weeks from now [00:22:00] after. , there’ll be, there’ll be so many more use cases. And so I’m excited to be here talking to you and experiencing these things and learning from you and learning from the other experts you bring in.

[00:22:12] April: And then hoping to, to spread the word on how we all can use this before we wrap up. And we’re gonna make sure you guys know how to get access to Bob’s Unleashing the Power of AI Summit. We need to make sure you guys get in there. Uh, they’re, I mean, I’m just so excited to be part of just. An incredible group of people that are spearheading this and we wanna make sure you guys are involved.

[00:22:36] April: Can you share with us what are, what are just, we always talk about chat g P two, we’ve been talking about that a lot. But what are the other hot AI tools that are, are on the rise and people are using in addition to, um, hoping to ai.

[00:22:50] Bob: Okay, so, so this is really, uh, fun to talk about because, uh, chat g p t I mean, I, I, I can tell you that, that without a doubt, somebody’s gonna [00:23:00] come up with this party game, uh, for chat G P T and you, and you just, you know, maybe you pull a card or something and then you type it into chat G P t and you know it does something, right?

[00:23:08] Bob: Yeah. And it’s Cards Against Humanity on chapter media or something like that, right? Uh, although it won’t give you any information like that. So I don’t know exactly what it’s gonna be, but if it’ll be very fun. Anyway, so, um, some of the, um, , I know the idea right there. That’s funny, right? Yeah. So, uh, some of the things that, that you’ve seen out there, that I’ve seen out there, I mean, descript is, is popular if you’re not using descript and you haven’t looked it up, D e s c r i p t descript.com.

[00:23:36] Bob: It, it is amazing. It’ll take your videos, right? It’ll pull it up into the system, it’ll cut out all the ums and ahs in, you knows, and whatever all the filler words if, if. It’ll transcribe everything. And if you didn’t like something you said, you can take it out. And if you wanna say something different because you misspoke, you said, oh, it’s on April 15th, when you meant April 27th.

[00:23:59] Bob: You can take the [00:24:00] 15th out, put the 27th in and it will change the video and it’ll change, even change your mouth a little bit. Look, you make it look like you said the 27th, right? And so, um, it is a super cool tool. For editing. Uh, it’s editing on steroids. It’s editing for a, you know, with ai. Oh my goodness.

[00:24:17] Bob: And it’s super cool. So, . Yeah, it’s, it’s makes editing a lot more fun. And that’s kind of their theme. Um, I could even show you a, a link to a video, two minute video that’ll show you what, uh, what it does. Uh, even the video’s fun. Um, there’s another tool that I really like, Otter ai. Some of you have probably used it, but, um, and I have, I’m not using it yet.

[00:24:37] Bob: This is like, I’m super excited to unwrap this. Christmas present. So Otter AI is basically a transcription tool where you put it on your computer and you, you flip it on and it’s on all the time. It’s transcribing everything, right? If I had it on right now, I’d be transcribing this, and when we’re done, I can go back and take what we just talked about and create a video on it, create a little excerpt on it, you know, whatever I want.

[00:24:59] Bob: But it’s all [00:25:00] on. It’s all recorded audio and transcription on auto ai. So that’s another tool that’s pretty cool. Um, one of my favorites though is called Video ai. Now, video ai. If I was recording this, for example, what I would do is I could take this, uh, conversation, upload it onto video ai, and what it will do is it will cut it down into like small 32nd.

[00:25:23] Bob: Reels. Now I can post those reels on Instagram and it, it, it’s already got an algorithm in there to say, Hey, what’s the, what’s the, uh, most interesting points of the conversation between April and Bob? And it’ll give me a little highlight reel and then I post it on, on Instagram and I don’t really need to do much of anything.

[00:25:40] Bob: It’ll tell to give 10 of ’em. It’ll take 10 of ’em and it’ll just post it. It won’t post it for you, but you know, you do it yourself, but still it’s creating these. , these little video clips. And, uh, it is, it is super cool. And, you know, other people talk about like synthia and these other, uh, avatar things where you can get this, you know, animated looking [00:26:00] version of you to start speaking like, uh, like you.

[00:26:03] Bob: Um, but that’s not quite there yet. And it’s kind of a little creepy and people don’t really want, that’s too comfortable with it. You know, . And so, uh, it’s like, yeah, okay. Um, it’s like the max head max headroom of, of 2023. Right?

[00:26:18] April: Oh my gosh. How funny. Remember that? You have to, you have to be a certain age to remember that.

[00:26:22] April: Yes, I remember that. Our, our listeners are of the age they remember, they remember Max Headroom. That’s so funny. Right. Um, you know, I’m gonna go to video AI after this and upload all this there, and Please do. I’m going to, and we don’t ever do this for the podcast, you guys. , but we will put these clips and then we’ll put it in the show notes of like what we came up with. Just playing with that. I totally am excited to do. Yeah. How amazing. ,

[00:26:47] Bob: yeah. Yeah, do that and send them to me. Please tag me if you put ’em on Instagram or Facebook. I would love to see those. And, um, uh, and the more you know, the more I find out, the more I’ll be sharing with you. And that’s the beauty, by the way, of these events.

[00:26:59] Bob: Unleash [00:27:00] ai for business.com. Go there. You can register now. Um, and even though the summit’s over, you can still buy the summit for 27 bucks. I mean, it’s a, it’s a deal for that. And then you. Uh, you’ll be on the list to receive the invite for the next free summit and the free one after that, and the free one after that.

[00:27:16] Bob: The more people I interview, the more applications I see. The more AI tools that come out, the better they get. I mean, by the time May tw, May 9th comes out, oh, let me tell you this. So we had it scheduled for May 9th, right? That was our original scheduled date. Mm-hmm. for a, uh, unleash ai. And this was in February.

[00:27:32] Bob: And, and things were moving so fast and so many people were coming up and saying, Hey, I got this tool, I got this tool, I got this and that. We said, we gotta do it faster. So we moved it up to April and. And it was still like, April’s like a month, you know, a month and a half away. Let’s move this up to March now.

[00:27:47] Bob: March was very ambitious and it still turned out killer. It was so good and, uh, and, and I’m kind of glad we did now that it’s over because, you know, it was a lot of work to produce it, but, um, it’s so. [00:28:00] Poignant right now, it’s so on target and it’s gonna change. And by May or yeah, by May 9th, it’ll things, some things will be different.

[00:28:07] Bob: And by August or July some things will be different, right? So it’s moving that quickly. Things are moving so fast and things are changing so fast that um, you know, you wanna get it now and, but you know, things are gonna change. The rest of the world’s gonna catch up, then you’re gonna be ahead. Ahead of the curve, you know, in front of the wave. Right, right,

[00:28:24] April: right. And I mean, and just the productivity for our team alone has just been incredible. Mm-hmm. , I’m the, the person where it, it will have taken me two hours to write an email. I’m just not naturally a writer and mm-hmm. . So some of these tools just in productivity and business are just gonna get so much faster and learning how to make it very authentic to who we are and not robotic and true to our brand voice and our, our leadership voice and our personality.

[00:28:48] April: It. Absolutely amazing. I can’t wait to be a part of your upcoming summit and speak at your summit. And I know that I’m so excited about the other speakers you have there that I can’t [00:29:00] wait to learn from as well. It’s just gonna absolutely be epic and um, thank you so much for coming on the show and yeah, I’m so glad we get.

[00:29:07] April: Get this in here while we’re talking about AI on the show, and of course unleash, unleash AI for business coming up slash April. We can get you guys that ticket signed up. And uh, Bob, thank you so much. This has been awesome. I can’t

[00:29:22] Bob: wait to much. You’re very welcome. I, I’ll see you guys all on Unleash AI four, not the number four, but f o r business.com.

[00:29:29] Bob: Sounds

[00:29:29] April: good. Thanks. Sure. What an amazing time talking to Bob. I learned so much and I already opened up some of the tools we talked about on this show to play with in order to produce this show for you guys. So here are your action items at the end of this episode. First of all, go get your free ticket.

[00:29:47] April: I would love to pour into you as I’m going to be a speaker at the Unleash AI for Business Summit coming up here. I want you to get your free ticket to that, and I’m gonna teach you how to embark on offer engineering [00:30:00] using ai. Super cool. Grab your free ticket to the next summit by visiting Unleash AI for business.

[00:30:07] April: Spelled out.com/april, and we’re gonna make sure you get that free ticket and dive into all the things Bob talked about on today’s show. Play with them. Go to the show notes@sweetlifepodcast.com slash two 80 and we’re gonna have a recap of all this, including links to all the resources Bob talked about.

[00:30:27] April: So I hope you do those two things. I hope you. Free ticket to this. This is new to me. This is new to you, but we’ve been playing with it a lot and we’re getting amazing results. Engineering transformational coaching programs and offers with the help of ai, and I can’t wait to show you that, and so I can’t wait to see you at the upcoming summit as well.

[00:30:46] April: Again, unleash AI for business.com/april. No, I don’t make money from this. I just want you to be part of it. I can’t wait to see you there. Hope you guys have an awesome day.[00:31:00]

April Beach on LinkedIn

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Full Show Transcript:

279

[00:00:44] April: Hi you guys, and welcome to episode 279 on the Sweet Life Entrepreneur Podcast. All the show notes and everything we talk about can be found by visiting sweetlifeco.com.

[00:00:56] April: Click on the podcast and we have a really cool show [00:01:00] in store for you today. We’re kind of wrapping. Three show series on AI and how to use these things to build and grow and scale your coaching business. If you don’t know me, I’m April Beach. I’m an online business architect and I’m an offer engineer, and I help coaches as consultants, authors, speakers, and experts scale their business online by creating million dollar programs, courses, trainings, content licensing, certifications, retreats, and VIP..

[00:01:27] April: So everything we talk about here in the show is always gonna be driven back to creating your genius creating world-class programs so that you can surpass seven figures and grow your business. Now, today’s episode is really, really cool. We’re talking with a friend of mine, Brian Fanzo. He’s been on this show before.

[00:01:46] April: All right. But we’re bringing Brian back, especially around these episodes that we’re diving in with chat, G P T and AI, because I wanted to talk about NFTs in web three for your coaching business. [00:02:00] So in this show, we dive into how you can actually. Build super fans by using NFTs. We know Web three, we’ve talked about this before and I am sure that you’ve heard about this before.

[00:02:12] April: We’ve spoken about it in the past, but in this show, Brian actually goes into the use of NFTs to grow your consulting business to. Build superfans in a community and we talk about how to engineer offers or engineer a community of followers. If you have a podcast as an example, where you can actually create superfans and give them extra access by creating a custom N F T.

[00:02:40] April: So at the end of this episode, you’re gonna have a hundred ideas. Probably way too many. I know we’re entrepreneurs. We never have a shortage of ideas, do we? Uh, you’re gonna have a hundred ideas for creating your own N F T. You’re gonna know where to start with Web 3.0 to get your feet wet. It’s really web three.

[00:02:58] April: not Web 3.0, web three, [00:03:00] to get your feet wet. Clearly, I need to be getting my feet wet a little bit more, and you are gonna know how NFTs enable your movement, your message, your people to actually join you in your mission to grow and scale your coaching business more. So all of this is coming up here with my friend Brian Fanzo on the show, and I’m so excited for you to dive in with.

[00:03:23] April: and all the show notes and everything that we talked about can be found again by visiting sweet life co.com. Click on the podcast, and this is episode number 279. All right, let’s do. All right, you guys. Well, my friend Brian is back on the show again. I think the last time he was here was about, oh gosh, like four or five years ago.

[00:03:41] April: And Brian is, is really, truly always the tip of the sword when it comes to, um, the future of work in a way that. Actually matters. And so I’m super excited to have him back on the show this week as we dive into the next gen of the podcast, talking all about NFTs and, and what [00:04:00] they mean for us as creators.

[00:04:02] April: And so first of all, I know you’re super busy and your girls are growing up and, and life is spinning. So thank you so much for hanging out with me again for a little bit here on this show. Let’s dive right in today and talk about. For those listeners that still don’t know how to wrap their head around it, actually, what is an N F T and why should they care about this in their business?

[00:04:24] Brain: Excited to be back. Uh, you know, it was great to hang out again. Um, I’ll say, you know, like, you know, a year and a half ago I had no care or interest in NFTs or cryptocurrency. It felt very Ponzi scheme ish. It felt very like Crypto bros. So I just put that out there as like, if it’s foreign or you’re kind of polarized by it.

[00:04:43] Brain: I understand I was in that same boat, uh, not too long ago. But for me, one of the things that I’ve always looked at was, How do we, how can we, you know, really grow a community where there is a shared ownership between us as either creators, entrepreneurs, authors, [00:05:00] speakers, with those that are our audience, right?

[00:05:02] Brain: The, that whole a thousand True Fan, uh, essay by, you know, Kevin Cruz, I think that’s like one that we’ve all referenced, but in a weird space digitally. We didn’t really have a way other than like maybe we were monetizing, giving them early access to something. And so NFTs to. Of course it stands for non fungible token, but in, in the bigger sense of this, it allows us to have digital ownership in, in, in things that, that are, we traditionally wouldn’t have.

[00:05:30] Brain: And, and I, most people are like, well, what does that even mean? Because. We haven’t had ownership of anything, of data or information or products or services online, but we have offline, right? Like if you own a car, you know that you own the car, you have the keys, you have the deed to the car, you, you know that it’s sitting in your, in your driveway.

[00:05:50] Brain: But if you think about it digitally, what have we, what do we even own? Like. One could even argue we don’t own our website, we don’t own our email addresses, right? Like we are technically like [00:06:00] leasing them from Google. We are, we own a domain for a certain amount of years and we’re using, you know, and so this idea of ownership, the underlying technology and the technology won’t matter in a couple years, is kind of like cell phone towers.

[00:06:14] Brain: Like we don’t care the techno, we don’t care if it’s 5g, LTE. We just want the fastest service we can get and we want it to be everywhere and not to. That’s what this all is. The blockchain is technically the, the underlying technology. But for those that are interested in NFTs, what NFTs mean to me is it’s proof of ownership online.

[00:06:34] Brain: That is, it cannot be disputed. And what, and the beauty of that is when an NF. When an NFT is created, it’s, it’s, it’s put onto the blockchain and everyone can see it, and nobody can edit it. Nobody can delete it. Nobody can. And so there’s an element of like kind of transparency and ownership online that we’ve never had before.

[00:06:55] Brain: Now the question becomes what do you do with that? How do you use them? What are do they kind of [00:07:00] represent? And I’ll just say for those that you know, you might have heard about like bored apes or crypto punks or some of these ones, like Jimmy Fallon has one and all. Those are like kind of like 1% of what the value of NFTs are.

[00:07:13] Brain: That is much more in the collectible space, but where we’re moving is community ownership, and it’s really valuable when it comes to like personal branding and that kind of space. Yeah.

[00:07:24] April: Thank you for explaining all that. And that’s a perfect transition for people to understand, cuz they do, they see those and they’re like, why, you know, why do I need to own a collectible piece of art in, what does that have to do with my course or my mastermind or my book that I’m writing?

[00:07:38] April: And, and what does that actually have to do with that is totally irrelevant. So thank you for, uh, creating that, you know, separation in that. So when we talk about community ownership, and of course every single leader. Entrepreneur, um, service-based professional, like we [00:08:00] want our people to grow as we grow, and the goal is to create this long-term journey so clients continue to grow with us.

[00:08:07] April: They continue to be a part of what we’re doing, and we can create that journey, obviously with our offers and our programs. But what you’re explaining in this kind of all hands in village, Ownership is, I don’t thi think people have really have ever thought about this if they have not already been listening to your podcast every single day, which by the way, you guys, you need to make sure that you’re tuning into Brian’s podcast, , because this is where we learn, me and my boys, we binge Brian’s podcast to learn all about this.

[00:08:40] April: But let’s talk about what, what do you mean by community ownership and, and why should we care about that as, as leaders?

[00:08:49] Brain: Well, yeah. No, I think, I mean, it’s, it’s a beautiful thing. There wasn’t really a reason to care about it previously because we kind of separated online and offline. But if you think about it, like I’ll, I’ll use the [00:09:00] reference of the car and then I’ll tie it to the Mastermind, but there, there’s a reason that the emblem of our car is on the front of the car.

[00:09:06] Brain: It says the name of the car that we own in the back, right? Like we we’re technically marketing for Mercedes, for Lexus, for Tesla. Every time we pull up. And part of that is because it’s like, Hey, we’re proud of what we own. Right. It’s a little bit of peacocking and like the, you pull in, you’re like, I’m, I’m a Jeep guy.

[00:09:22] Brain: Right. Anyone that has a Jeep. Yeah. I like, it’s like a family. Like we feel like we’re that world, but interestingly enough, The things we own digitally. Where do we like peacock? How do we show up? If someone has followed you for all these years, how do they know what masterminds you belong to? How do they know what books you’ve bought?

[00:09:40] Brain: How do they like, other than like someone coming in my house and seeing all these books in my bookshelf, there’s really no way for us to show well, who we belong to, what are the things that we’re about? And so what NFTs do in in one beautiful way, Is it turns word of mouth marketing into an actual powerful thing digitally.

[00:09:59] Brain: Because [00:10:00] I, I use this example all the time. You know, I’m part of the National Speakers Association. I will walk into rooms with, you know, at an event, 500, you know, a thousand people. I have no idea of anyone in there, is part of the National Speakers Association. I can show up in a Facebook. Engaged for a year, have no idea of anyone else in there.

[00:10:20] Brain: Is part of the National Speakers Association. Maybe they put it in their bio, maybe it’s a logo on their website. But imagine if you had a representation of that on your profile photo or in your digital wallet where I said, Hey, I’m gonna go check what April belongs to. And all of the things that you belong to are represented there.

[00:10:40] Brain: and the proof of ownership exists because, let’s face it, I don’t believe everything I read on LinkedIn, right? Like there’s a lot of people that graduated from Harvard. I don’t believe they graduated from Harvard, right? , because how? How do we prove that they did? Like you literally just put in the years and the thing in the LinkedIn, like we don’t have to submit something, but imagine, and this is where we’re going.[00:11:00]

[00:11:00] Brain: When we, in, let’s just say three to five years, every single thing, every time we, we, we finish, uh, a training. Every time. Let’s say you finish your master’s degree, you’re gonna get an N F T into your wallet that says, on this date, this person, we verify. And the beautiful thing about that is it’s on the blockchain.

[00:11:19] Brain: Nobody can edit it. It shows that this university gave it to you in your wallet. And so now like proof of experience, proof of what we’re doing. And that’s gonna go into things like an author, right? Like we’ve seen, you know, people that make claims. Like I’m a, you know, ti you know, I’m a New York Times bestselling author.

[00:11:37] Brain: Like how do we even prove that, right? Like, I mean like right. You know, if someone does pretty good content marketing, you can pretty much make all the Google results. Say that I’m the bestselling author, but imagine if when you became a New York Times bestselling author, they gave you an N F T that represented and proved that you did that.

[00:11:55] Brain: That’s where we’re moving this. And so the things that we’re hearing right now, a lot of it’s collectibles, a [00:12:00] lot of it is like this kind of investment strategy, but where we’re moving that matters for the audience is that if you. Good person doing good things, and you want to have proof of all of the good things you’ve done.

[00:12:12] Brain: NFTs and the blockchain are gonna make that possible.

[00:12:16] April: Oh my gosh. As an entrepreneur, I have a, now, based on what you just said, I have a hundred different NFTs. I wanna create for our people. Yeah. Uh, this, this is, and again, you know, we actually as a team have been talking about this for a long time when we took our break on the podcast, is that, you know, there’s these people that are like these sweet.

[00:12:37] April: Business engineers that we would love to identify who they are that have been listening to this show forever, because they believe in what they’re doing and in our relationship with them and helping them do that. And so, uh, of course, I know our listeners now have so many ideas. They’re like, oh, I, I wanna create this for my really cool, you know, retreat that I’m doing to identify the people that are gonna go in there, go there.[00:13:00]

[00:13:00] April: First of all, I’ve, I have a million questions, but I think the first two most important questions are where does somebody display their NFTs? Like it, do they get, obviously they get something to put on their website, because you’re right, we’re trained to go to the website and look at their bio page, but like, where, where do we put them to display?

[00:13:21] April: Where could I go to check out your, like what you own and, and what identifies you as a person?

[00:13:29] Brain: Yeah, so like, and this is, you know, this is where one of those things like the technology’s kind of keeping up with us as we go, and you know, just for context as well, like, you know, Starbucks just announced that they’re moving their entire reward system.

[00:13:40] Brain: They, they’ve added on an N F T component. They call ’em, they call ’em digital stamps. Those are NFTs. Um, on Instagram, they’re calling ’em digital collectibles at the moment, so I can post my digital collectible on, actually, if you go to my Instagram account, my last three posts, two of them are actually NFTs that are verified.

[00:13:59] Brain: So you can click [00:14:00] on the photo, it’ll pop up and tell you what the photo is. But if you say, I wanna more information, you’ll click a button and it’s gonna open up a marketplace that’s called open. And so right now open c.io is the most popular marketplace. But I want you to think of opens. See, kind of like Amazon, where Amazon doesn’t really own any of the products that we, we go to Amazon for.

[00:14:23] Brain: They’re owned, they’re somewhere else, but it’s like kind of like that display dashboard front door. But the ownership component is a tied to what we are, what is referred to as a digital wallet. And this is where right now on like I, I tell people a lot of times, I want you thinking about the use cases and thinking about the value and start building, okay, how do we, how do we get this to our audience?

[00:14:45] Brain: What, who are the people that we would want to create? But some of the technology is still a little bit hard. The barrier to e entry is a little high because there’s this wallet that you know that it most people know. The wallet’s called Meta Mask is the name of the wallet that is most. [00:15:00] But the thing about meta mask wallet is that like I could, I could technically send you to a, a, a portfolio landing page and you could see everything that is in my meta mask, but it would feel very like disconnected cuz you would see like a picture of a monkey.

[00:15:15] Brain: You’d see some of my own art. You’d see art that I’ve bought. From like a collector. And so where we’re moving is that we are going to be able to display these in a more transparent way. And some of the tech is coming, like right now, like even Instagram, when I open Instagram to post my digital collectible, it says Connect your wallet.

[00:15:34] Brain: I collect that, it, it opens up a pop-up and says, do you wanna authenticate like your wallet to Instagram? Which is what I’m doing technically in that, like posting there to Instagram. But that’s where things get a little bit overwhelming because it’s like, well, how do I see someone else’s? How do I, you know, get some on my own?

[00:15:51] Brain: And then I, I know the question that comes afterwards is like, well, how do I create my own NFTs? Right? Like, now I wanna, I wanna create like that, that same piece. And [00:16:00] the beauty of it. There’s lots of different options and ways to do it. Just recently, just this week, Reddit, which is, you know, Reddit is one of the largest social communities in the world.

[00:16:11] Brain: They just rolled out NFTs over the last three months that they deal it all natively in the Reddit platform. So if you’re a Reddit user, you could click on your avatar and say, I wanna create a digital collect. That represents me and they would actually allow you to buy it. You could buy it with us dollars, you know, and they were ranging from like 15 to a hundred dollars.

[00:16:31] Brain: Now it feels weird cuz you’re like, wait, why am I buying my avatar? But we also have to remember our kids are buying Roblox skins and, you know, halo, uh, avatars and I mean, everything Yeah. In this world is very digital skin. Like, and I will just tell anyone, once you do it, once you’re kind of. Oh, I kind of like that I get to purchase and own something that represents me, right?

[00:16:55] Brain: Because like if someone went to my Twitter account route right now, you’ll see that like my [00:17:00] Twitter account is a, is a, my photo is an octagon, not a circle. The reason that is, is because I’ve verified that what I’m displaying is an N F T that I own. And so it’s actually built into Twitter as well right now.

[00:17:13] Brain: But I think the bigger picture of this is where we’re going is eventually digital wallet. Will be the new single sign on for everything. So rather than saying, do you wanna log in with your email, your Facebook, or your Gmail, what it’ll say is, do you wanna log in with your Facebook, your email, or your digital wallet?

[00:17:31] Brain: And what the beauty of that digital wallet is, which is different than Facebook, different than Google is, I own the wallet. No one has the keys to it. Now here’s the downside of. I, if I lose the password, I lose access to my wallet cuz I, I own it, right? There’s no like, there’s no digital place that I can call up and say, can you reset my password?

[00:17:52] Brain: It’s like I am the owner of it. And so we’re moving toward the, the framework of this is called decentralization, but we’re not there and like, [00:18:00] That’s where I think everyone can get very overwhelmed. I, I’m not like a crypto, like massive crypto fan. Like I look at cryptocurrencies as kinda like investing, like kind of stock market investing.

[00:18:09] Brain: But I don’t look at crypto in the same way that I look at NFTs for entrepreneurs. So for those that are thinking about this, I always say, like, my number one tagline is, I got lots of taglines. That’s kinda what we do. But, um, the, the one that I always say is, you wanna be a collector. Before you’re a creator, and that’s very hard for someone that preaches, press the damn button.

[00:18:28] Brain: Like I, I will promise you, once you buy your first N F T and like Starbucks is rolling it out here in the United States over the next two months, all of a sudden you’re gonna be like, oh, I can buy this in Starbucks. It’s gonna give me a discount, and I’m also gonna have a chance to be sent. To Peru on this exclusive, you know, expedition to share how Starbucks does their copy process.

[00:18:50] Brain: Like that’s how they’re kind of doing it. So we’re seeing the onboarding coming in lots of different ways. But yeah, it’s a very, um, the tech, the tech simplifying the technology is where [00:19:00] we’re at right now in this onboarding, you know, kind of N F T world.

[00:19:04] April: That explains so much. Um, can you share a little bit about your process in going through, in creating your A D H D coin?

[00:19:13] April: Can you talk a little bit about like the learning curve that you went through? Um, share with everybody what that coin is and you know, the. How you came to decide that that was what you wanted to do, and really just H how did you actually do that? I know we don’t have a ton of time, but kind of high level so people at least understand it’s like we don’t know what we don’t know, and so I think that would be really helpful.

[00:19:35] Brain: Yeah, so there’s so NFTs. Technically, if you think about it this way, it’s a token that has a piece of art that is the front door, like the demonstration of it, right? So if you think about that non fungible token, well, there’s also tokens that are creator coins that allow you to create your own economy.

[00:19:52] Brain: And so I was actually looking at Patreon. I’m a huge fan of Patreon. Love what Patreon can represent. I’m a big fan of like Mighty [00:20:00] Networks and a lot of these, uh, you know, really nice, uh, communities that we can build the problem, become. When you’re monetizing or you’re creating some kind of, you know, uh, economy there, you’re attached to the platform, right?

[00:20:12] Brain: So like, if you’re building on Patreon, someone’s, it’s a subscription model. Well, goes back to my first comment on like, I wanna reward my super fans and I don’t want it to be just pay to play. And so in the, what I created, uh, a little over, uh, 19 months ago, 20 months ago, was a crater coin. Now I will tell you, I was gonna launch on Patreon and someone presented this option of a coin and I was like, I’ll try it.

[00:20:36] Brain: I’ll, I’ll sure, I’ll, I’ll see if that works. Um, it took me eight months of trying it to figure out like what the hell this whole thing is, but what is beautiful about it? Different than what? Like a traditional subscription model is, is I have a coin that is backed by a 16 z, one of the largest venture capital companies in the world.

[00:20:56] Brain: And what the beauty of that is, it allows people to [00:21:00] buy and sell coin. Kind of like, if you think about it, it’s investing in, in the community that I am building, but you don’t actually have to buy or sell to, to benefit from it. So here’s the examples that I would use is, If you engage in our discord, which is where our community hangs out, or if you listen to our podcast, I will often give away coins and, and reward people for saying, Hey, what anyone that clicks on this link, you’re gonna get five d h ADHD coins.

[00:21:28] Brain: Now, A D H D just happens to be the name that I use. The coin could be named anything. But what works out really neat on this is that there are people in my community that have spent $0. On my coin, but they’ve been actively engaged supporting me and they’ve, they’ve been rewarded with coin and they’ve been able to get to a certain level of coin and based on what they’re holding, it unlocks certain things.

[00:21:53] Brain: So, and this is where it’s like a real big difference between subscription and non-subscription is that you don’t send me the coin. [00:22:00] To partake in the things that you get. So one of the examples is, uh, every Friday I do a co a call for those that hold 93 coin or more. 93 happen to be my hockey number. So I just use that as the benchmark.

[00:22:12] Brain: And the beauty of it is I have people that join that call. They have spent $0. On the coin, but they’ve been active in my commuting. I have others that joined the call that found out about it a week ago, and they said, Brian, um, I wanna get on that call, but I don’t, I’m not gonna spend months going in your discord.

[00:22:29] Brain: I don’t got time for that. I’m like, okay, well, you can buy 93 coins. Now, the beauty of it is all you have to do is hold them. You don’t send them to me as a, as the entrepreneur, as the creator. Now you might be saying, well, well Brian, how do, how do you get rewarded? Like, how do I benefit from that? Well, I hold.

[00:22:46] Brain: Over 50% of the coin. And the more people that hold the coin, the more the coin’s value goes up. Now, on top of the fact that I can transact in it, actually anyone can transact in it. So I had someone in my community that said, [00:23:00] Hey, I just brought some brand new LeBron James sneakers and I would love to trade them for a D H D coin because I wanna join that call.

[00:23:09] Brain: But I don’t have a financial means. Well, they happen to be my size, but it could have been anyone. And I said, okay, I will send you a certain amount of a D H D coin. He sent me those sneakers. He’s now able to participate on the call and join. And the beauty of it is if he no longer wants to be a part of my community, he can actually sell those coins and move forward.

[00:23:30] Brain: And so, like unlike what you know, like I, I think of it like from like a gym membership or even like your favorite online course, we’ve all bought online courses. We we’re about 30% complete and we’re like, you know what? I no longer need this, or I’ve changed, or I, my life is gone. The, the hardest part of that is you kind of felt like it’s a waste, right?

[00:23:48] Brain: Like I bought it, it’s over, but what if you owned one of those limited seats or a certain amount of coin? Got you. That access, well, now there’s like that ownership exchange, which is that same ownership that exists in aee, [00:24:00] so the crater coins is, I would. There’s a few, there’s not many of us that have it.

[00:24:04] Brain: Uh, one of the better use cases out there is Joe Peli, who’s kind of known as the godfather of content marketing. Um, he does it to where if you, if you share his newsletter, he’ll give you $20 of the coin for every person that signs up. And then if you have a hundred of his coin, You get free merchandise and you get access to an exclusive chat that he replies to on a regular basis.

[00:24:28] Brain: For him, he’s using it as affiliate marketing, uh, play, but rather than just giving someone dollars that they can go spend somewhere, he’s giving them like investment into his brand, the tilt coin. And so those are like, to me, the tilt coin. It’s probably the best use case other than myself and, and Joe and I have worked together on kind of building our arenas, but these are the things that are moving forward.

[00:24:48] Brain: And if it sounds a little foreign and complex, it is, but we are moving to a world where much like Patreon or membership sites seem very foreign for many years. Eventually [00:25:00] it’ll become the native piece that says, you know what? I wanna, I wanna be a part of the Sweet Life community. I wanna hold the sweet life coin and I want to, I wanna invest in what we’re building as a whole.

[00:25:10] Brain: And the beauty of it for us as entrepreneurs is you don’t need thousands and thousands and thousands of people. It’s really just your core group of people that are allowing you, kind of explore and grow from, you know, your coin. That is so

[00:25:21] April: fascinating and I, uh, great examples. Thank you for putting them in a way that helps for us to understand.

[00:25:27] April: And I know that immediately our, our listeners are going, okay, well what do I currently have? What value am I creating? How well am I doing, bringing in community? Uh, and it’s really a good almost. Check for how we are as businesses saying are, are we continuing to create things that are community driven?

[00:25:46] April: Are we, you know, crowdsourcing type of things that we’re doing? Are we caring about those people that did buy that course and that didn’t finish it? Cuz 98% of people don’t finish ’em anymore. And, you know, are we actually caring about [00:26:00] what’s happening with our content and making sure that our content and our teachings are, are actually being immersed into the world in a way where other people can.

[00:26:09] April: Participate in it. Thank you for sharing your experience in this. And I also, I mean, that is exactly what you were saying. So it’s important, it’s important for our listeners to know that immediately people are like, oh my gosh, I wanna create my own thing. Right? But I don’t hold any coin. And I was even confused when you were saying, because I, like, I have my Coinbase wallet where like my, my Bitcoin and you know, my Ethereum and stuff is, but that’s not even what we’re talking about here.

[00:26:35] April: Right. And so, So many different, I think that a glossary. Um, do you have a glossary of terms ?

[00:26:42] Brain: I I have a podcast. One of the, one of the episodes that’s super popular is it’s 41 terms of web three that everyone should know. And I literally go through all 41 terms. There’s, there’s a YouTube video on it as well.

[00:26:52] Brain: I’ll send you the link so you can put it, uh, in the show notes for anyone that wants cuz it trust me. Okay. The terms are as just as Confus like I worked in the government [00:27:00] and everything has an acronym and was confusing in terms and when I got in this space, I was. What is like, I was like, I need a wallet.

[00:27:06] Brain: And then what’s the difference between a coin and a crypto and is it exchange the same thing as a, it, it, it blew my mind. So I did an entire episode, uh, you know, and I’ll give you that link so you guys can share that out as well.

[00:27:18] April: Okay. For sure. So we’re gonna share that one, and then I’m also gonna share your very first, your very first, you know, n F T 365 podcast episode that you dropped.

[00:27:26] April: I mean, li I, Sam, my youngest and I listened to it all the way, driving down from the mountains and we kept like hitting pause and then rewinding it and we’re like, wait, wait, wait. Let me hear that again. Let me hear it again. And by the time we got down the mountain, we totally understood the importance of our brand identity.

[00:27:42] April: In these NFTs and it was, it was so cool and it was just so, it was just such a great way to understand and wrap our head around it. So yes, the glossary one, we’ll make sure all of you guys have it in the show notes. And just if you aren’t really sure where to start, then just start at the beginning and just go with Brian and [00:28:00] grow with Brian.

[00:28:01] April: Um, thank you so, so, so much. And is that the best place for people to connect with you and follow what you’re doing here because you truly are a thought leader in this space. So how is the

[00:28:10] Brain: best way. Twitter is like my, you know, my favorite. I’m active everywhere. So literally wherever your favorite platform is, they can find me.

[00:28:16] Brain: Um, but, you know, I did, I have done a daily podcast now, 300 and today’s date, 346. So 346 days in a row out, missing a day. But that’s a lot of content, right? And so I always tell people, you know, starting at the beginning, I’ve purposely made it evergreen. I purpose. It’s not news heavy, it’s not crypto bro heavy.

[00:28:33] Brain: It’s not like my goal is to t. What is going on? And so, you know, start at the beginning and then you can kind of pick and choose, like kind of going through the, the titles of the episodes. The podcast is in every platform. We also do it if you’re not like a, uh, if you wanna like learn with some visual represe.

[00:28:50] Brain: Representation. Uh, we also have the YouTube, uh, as well that I do a video. Some of them I put like, you know, video with like, you know, a lot of instruction on the screen. Others, I just kind of [00:29:00] try to talk through things at, at, at that level. But yeah. Uh, NFT 365 is the, is the podcast and we’re counting down, we’re almost to a a year.

[00:29:08] Brain: Uh, and that’s where the 365 came from is, uh, I. I blindly thought, well, what if I did a daily show and I didn’t think I could do it? But now we’re close to the finish line and, uh, I kind of proving myself wrong, but yeah, NFT 365 is the best place for sure.

[00:29:21] April: Are you gonna stop on 360 6? So are you gonna take a day

[00:29:25] Brain: off?

[00:29:25] Brain: Off?

[00:29:25] Brain: Off

[00:29:26] Brain: So there will be an episode on day 360 6, but I, I am not continuing every day. The, the podcast will continue. We’ll have a couple episodes a week, kind of as we move into season two. Um, but yeah, I can never do, uh, it, it’s the, it’s the craziest, most exciting, most overwhelming, most sacrifice I’ve ever had to do for any content.

[00:29:45] Brain: But, um, great. I, yeah, I’m very glad that, uh, season one will be coming to our finale Very.

[00:29:51] April: Oh my gosh. Yeah. Yeah, I’m sure. I’m sure you did. You did more than what I’ve done in five years and in a year. It’s crazy. And I needed a year off from that. [00:30:00] Right. So I can only imagine. Thank you so much for creating all that though, because that’s where I learn and that, I mean, that’s where all of us learn is you forging the way and making it in a way that’s easier for us to understand.

[00:30:10] April: Because you came from this space too. Like you have the ability to explain it to, you know, the, the knowledge, the. Economy as well and being in, you know, the, the, the, also like the government background and the speaker and the millennial stuff and you just have the ability to just bring it all the, be together and explain it in a way that actually makes sense to us.

[00:30:30] April: And I appreciate you so much for that. Thank you so much for being back here on the show and we will be following along and tapping into all of your faucet of wisdom more and more. Thank you. I appreciate you.