## Highlights This book builds three central arguments: > • Your life story, your knowledge, and your message—what you know from experience and want to share with the world—have greater importance and market value than you probably ever dreamed. > • You are here to make a difference in this world, and the best way to do that is to use your knowledge and experience (on any topic, in any industry) to help others succeed. > • You can get paid for sharing advice and how-to information that helps others succeed, and in the process you can build a *very lucrative* business and a profoundly meaningful life. ([View Highlight](https://read.readwise.io/read/01htvv0115zm02cwke99gt4bp6)) These experts, again, are just average people who have synthesized their life experience and have created products and programs for sale to the public ([View Highlight](https://read.readwise.io/read/01htvv4ssvgsq4wxsjekyzrpah)) On a personal note, I never knew about this industry, either, and I was always skeptical of anyone suggesting that you mix message and meaning with money and marketing. I did not, and still do not, like the word “guru,” and I certainly never aimed to become one. Being from a small town, I had a general suspicion of “famous people.” I grew up distrusting most “experts,” and I never really thought about money, because we never had any. So I can understand if this industry and my assertions might sound peculiar to you at first. I didn’t know I could get my message out there and help so many people and get paid at the same time. Frankly, I wouldn’t have believed it if someone had told me. ([View Highlight](https://read.readwise.io/read/01htvv886s83b8jrcmza70z89g)) *Chapter One* A CRASH COURSE IN SHARING MY MESSAGE ([View Highlight](https://read.readwise.io/read/01htvv8hp1ene57yejybever58)) At the end of your life you will want to know if you *really lived* your life fully—*your* life, too, not the hopes and dreams of your parents or teachers or peers or spouse. You will measure yourself to see if you were vibrant and cheerful and present and alive enough. You will want to know if you took enough risks and played hard enough, and dreamed big enough and fought valiantly enough to achieve your potential. You will want to know so much that it will ache in your bones, *Did I live?* You will surely assess whether you cared enough and gave those around you enough attention and appreciation. You will ache to know who will miss you and whom you will miss. You will see an epic movie—at least, I did—of the times in your life when you were surrounded by love and friendship. You will question how open you were with your feelings, and your heart will demand, *Did I love?* Finally, in your last moments, before the light has left you, a stirring deep in your body and in the forefront of your mind will wonder if there was a purpose to it all. You will question whether you lived a good life. You will want to know and sense and believe that you made a difference before you leave this world. Your soul will ask directly and loudly, *Did I matter?* ([View Highlight](https://read.readwise.io/read/01htvwgr3mn4240x5kc827qnjj)) - 💭 his three questions In the following year, just 24 months after deciding to jump into the “expert industry,” I started seeing *massive* results. Now, this is the part where I share my results with you. I do so not to impress you but rather to show you how fast things can change when you finally crack the code on positioning, packaging, and promoting your message intelligently and strategically in the marketplace. ([View Highlight](https://read.readwise.io/read/01htvwmw2mkdenfcbzdc47d4h6)) ### New highlights added April 7, 2024 at 2:43 PM We lived in Butte when I was very young, and it wasn’t until much later in life that I discovered how tough we had it. I do remember one winter when the heater in our house broke. In Butte, it’s common for the temperature to drop to 10 to 30 degrees F. below zero, so this was a life-threatening situation. To deal with the problem, my mom and dad grabbed the campin Sed tana. g tent out of the garage and set it up in our tiny living room. Then they threw all the sleeping bags and blankets and parkas they could into the tent, and we all huddled in there for something like two weeks. Of course, we kids didn’t know it was such a dire situation ([View Highlight](https://read.readwise.io/read/01htx4mqp6k0py0dv2f30ajgfj)) A silly story, I know, but it illustrates how we grew up. We grew up with nothing, no real material stuff, but we grew up with total abundance because of my parents’ resourcefulness. It amazes me to this day how well they managed with four kids. ([View Highlight](https://read.readwise.io/read/01htx4m8jxbr1hvp90e02y15m9)) In earning greater wealth, I have felt guilty for having more than I need—because of my background and also because I see others out there with just as important a message who are struggling. That is why I have turned my guilt into galvanization to help others find and share their voice. This has helped me overcome any awkwardness about building wealth because it has also tied that act to making a difference in people’s lives. ([View Highlight](https://read.readwise.io/read/01htx4qa7kv0fcfcq7jqgecz94)) ***Expert Signposts:*** > 1. Five things I have learned about motivating myself and achieving my dreams are… > 2. Five things I have learned about leading others and being a good team player are… > 3. Five things I have learned about managing money are… > 4. Five things I have learned about having a successful business are… > 5. Five things I have learned about marketing a product or brand are… > 6. Five things I have learned about being a good partner in an intimate relationship are… > 7. Five things I have learned about spirituality or connecting with a higher power are… > 8. Five things I have learned about home decorating/fashion/organizing are… > 9. Five things I have learned about managing my life and being effective are… ([View Highlight](https://read.readwise.io/read/01htx4z9ggsmzjfqag1pp9rssa)) > 2. But what if that person who had never owned a property had interviewed in detail the top 20 billionaire real estate investors in the world and distilled all their lessons into a 10-step system? Would you listen then? Of course, everyone changes their mind and gets the point. If someone has researched a given topic and broken it down for us, we will listen. And we will pay for their guidance ([View Highlight](https://read.readwise.io/read/01htx532e3p1pwgyjncg95e0p0)) Now back to the story and back to our *Expert Signposts*. Stop now and complete the following starter sentences: > 1. A topic I have always been passionate about is… > 2. A topic I would like to help other people master is… > 3. If I could research any topic in the world and help people master it, that topic would be… > 4. The reason I think people need help in this area is… > 5. To start researching this topic more, I could… > 6. People I could interview on this topic include… ([View Highlight](https://read.readwise.io/read/01htx55pdjpp0zjp3dp060bk4d)) Think about it: Have you ever listened to someone’s advice even though you knew they were not an “expert”? Of course you have. You cut your arm and listened to your mom, who was no doctor, about how to “fix it.” ([View Highlight](https://read.readwise.io/read/01htx579862zr0912fngftbrzp)) - 💭 It's all just based on trust and that trust comes from understanding them and being with them Why am I bringing this up here? I do it to drive home the fact that if you are seen as a role model, you will find that your status is an incredibly powerful pillar in positioning yourself as an expert. This is my way of saying to you, *Be a good person and good things will follow.* ([View Highlight](https://read.readwise.io/read/01htx59w1xwfq15mgq4badycpq)) ***Expert Signposts:*** 1. One reason people might admire me is because… 2. I have tried to live a good life by living by the following principles… 3. When people look at my life, they can point to the fact that I have done good things, such as… 4. The traits that make me a good person and that I will show to the world include… ([View Highlight](https://read.readwise.io/read/01htx5a2mbzg3stft4phd8c218)) I’m always asking up-and-coming experts these questions: Have *you* diligently researched the topic you want to help others learn or master? Have you read at least six books on the topic in the past year? Have you interviewed at least ten other experts on the topic? Have you applied your lessons learned and gotten significant results? Are you living a good life that people will admire and respond to? ([View Highlight](https://read.readwise.io/read/01htx611ht1y5rsra6tnfj5w7r)) Step 1: Claim and Master Your Topic ([View Highlight](https://read.readwise.io/read/01htx69a9h8004j6567f0sckyg)) ***Expert Signposts:*** > 1. The topics I have always studied and been fascinated with in my life are… > 2. The things I love to do in my life are… > 3. Something I have always wanted to go out and learn more about is… > 4. Things I have been through in my life that might inspire people or instruct them on how to live a good life or grow a good business include the time I went through… > 5. Based on these ideas, the topics I would love to gain expertise in and make a career helping others with include… > 6. The topic I would want to start with first and build a real career and business around is… ([View Highlight](https://read.readwise.io/read/01htx68qyndw7fkw6w7c2xfhjt)) Step 2: Pick Your Audience ([View Highlight](https://read.readwise.io/read/01htx69gddn7xb5t0m4skq1wd8)) ***Expert Signposts:*** 1. The audience that would most likely benefit from training on a topic like mine is… 2. The audience that would most likely pay for training on a topic like mine is… 3. The audience of people who seem underserved on my topic includes… 4. People who need education on my topic often belong to organizations like… ([View Highlight](https://read.readwise.io/read/01htx6aysz8ffybtrfxmg5z8jq)) Step 3: Discover Your Audience’s Problems ([View Highlight](https://read.readwise.io/read/01htx6b1kev2jgbxd04yw63vvz)) ***Expert Signposts:*** > 1. My audience often dreams of achieving… > 2. My audience is afraid of not knowing enough about… > 3. My audience often searches and Googles phrases like… > 4. My audience likes to follow these types of people and organizations in the media or through social media… > 5. My audience hates having to do things like… > 6. My audience often pays good money for… > 7. If I could give my audience any information that would help them improve their lives, they would probably want strategies on how to… > 8. The steps my audience often misses when trying to achieve their goals include… > 9. Based on all these ideas, some how-to information that I could provide to my audience that would make them very happy would include strategies on how to… ([View Highlight](https://read.readwise.io/read/01htx6chyg81806mrn8s9bkbw0)) Step 4: Define Your Story ([View Highlight](https://read.readwise.io/read/01htx6daq43h2jsnfqf1eem7nw)) People often relate initially to those in the expert industry based on our story of struggle. After that—after they believe in who we are and what we have been through—they’re interested in what we know and what we have accomplished. ([View Highlight](https://read.readwise.io/read/01htx6e9gv5f5askgndqskg0qs)) Audiences want to know, in this order: > 1. Who are you and what have you been through in life that I can relate to in my own life? > 2. What have you overcome and how? > 3. What did you figure out along the way? > 4. What did you succeed at—what results did you get? > 5. What are you going to teach me that I can apply now to make my life better? ([View Highlight](https://read.readwise.io/read/01htx6f4e8ee9zwrgyj84mfq8h)) ***Expert Signposts:*** > 1. A story of struggle from my past that my audience might relate to is… > 2. Something I have overcome in my life that others might find inspiring or feel a connection with is… > 3. The main lessons I have learned from my journey include… > 4. Accomplishments and affiliations I have in my life that help further my credibility include… > 5. Lessons I can teach people that will help them in my topic area and their life situation include… ([View Highlight](https://read.readwise.io/read/01htx6g2byyc14q23ryxhf0cdg)) Step 5: Create a Solution ([View Highlight](https://read.readwise.io/read/01htx6gb90b7jcw5dwh2fy15bv)) > 1. When my audience learns my information, they will probably want to learn it through these modalities the most…[choices: reading, hearing, watching, experiencing, mastering] > 2. The modality I would like to teach in the most involves my… [choices: writing it, speaking it for audio, presenting it on video, training at a live event, or coaching over a period of time] > 3. Based on these ideas, I think the first how-to product or program I will create for my audience will be something like… > 4. To achieve results, my customers will need how-to information that helps them move from point A, just beginning, to point B, arriving at their destination. The steps they would have to take on that journey are… > 5. As my customers take these steps, they will have to keep in mind… > 6. Common mistakes people make as they take these steps iclude… > 7. An outline for my new how-to solution for my customers could look like this…[Yes, create your outline for your new product or program now!] ([View Highlight](https://read.readwise.io/read/01htx6hqr1nbscnzxwg14nxa0h)) Step 6: Put up a Website ([View Highlight](https://read.readwise.io/read/01htx6hv1n2mv9fwxhp11wzw31)) ***Expert Signposts:*** > 1. If I were to design my ideal website, the value and information I would want to provide to my visitors would be things like… > 2. The main thing people would like to learn upon visiting my site is… > 3. The free gift I could offer my customers in exchange for their contact information is… > 4. The products and programs I want my clients to know about and buy will be… ([View Highlight](https://read.readwise.io/read/01htx6m333cmpze18rrp3ddn0y)) Step 7: Campaign Your Products and Programs ([View Highlight](https://read.readwise.io/read/01htx6m52jzb598qsdm3jhcadp)) Send out good information that improves people’s lives, and then say, “Hey, if you liked that, then you will *love* this.” ([View Highlight](https://read.readwise.io/read/01htx6p7j90qgv56gak924n7dk)) You have to cover all the marketing basics of creating rapport, effectively describing your customer’s pain points and how your solution overcomes them, sharing your credibility, telling your customer the benefits of your solution, showing testimonials of people who have succeeded by following your advice, and giving a good price and a guarantee. ([View Highlight](https://read.readwise.io/read/01htx6qdxd9xvnnskds61czt3b)) ***Expert Signposts:*** > 1. To add value to people before I sell to them, I can send them a few free content pieces like… > 2. The first product I want to market to my customers is… > 3. The reason people should buy this product is because it helps them… > 4. This product ultimately gives customers the following benefits in their life… > 5. The reason this product is different from others out there is… > 6. The reasons I know this product gets results for people is that it… > 7. The reason the pri ceas rece point of this product is fantastic is… > 8. To pay the price point of this product, people must believe that… > 9. The reason people need to buy this program now is… ([View Highlight](https://read.readwise.io/read/01htx6rer3rba3jhka32ysakeb)) Step 8: Post FREE Content ([View Highlight](https://read.readwise.io/read/01htx6rmjqwjc61yg7frwxahr3)) ***Expert Signposts:*** > 1. Ten short articles I could write and post on my blog include topics such as… > 2. Ten short videos I could create and post to YouTube could cover topics such as… > 3. The “biggest idea” I have for my customers that I should now share for free via video or articles online is… > 4. The keywords I want to emphasize in my article and video posts so that they are optimized to get good search engine results include key phrases such as… > 5. When I put all this free content online, my goal is for the customer to read, hear, or watch it and then take this next action… ([View Highlight](https://read.readwise.io/read/01htx6sht387qrgmthrjvkjy8v)) Step 9: Get Promotional Partners ([View Highlight](https://read.readwise.io/read/01htx6sn0352sxayw8z2wkpffg)) ***Expert Signposts:*** > 1. Other experts training on my topic include…[I strongly suggest making a spreadsheet with all this information] > 2. The audience size they have on Twitter and Facebook is… > 3. The products they offer for sale on their website include… > 4. The price points they most often offer to their audience are… > 5. The values this person seems to live by are… > 6. The common phrases this person uses are… > 7. This person’s priorities seem to include… > 8. The information I have that their audience would likely value is… ([View Highlight](https://read.readwise.io/read/01htx6wm2jg3wx3spmst36t57v)) Step 10: Repeat and Build the Business Based on Distinction, Excellence, and Service ([View Highlight](https://read.readwise.io/read/01htx6xmc9pk8dm4wcvpycm0ra)) Because I have done my homework on all my peers and all the information and programs available to my customers, I know *exactly* how I am different and how my content is different. This allows me to be very persuasive in all my marketing—“*Hey, guys, choose my program because it is more this and less of that and specifically it will help you x.”* ([View Highlight](https://read.readwise.io/read/01htx6yh59f7fphsrn68tvh93v)) We also have to challenge our customers to be their best in everything we teach them to do. The sad truth is that most people do not have someone in their lives to push them to grow as a person and become better at what they do. So *be that person* for your customers. Challenge them to be their best selves and act with excellence. ([View Highlight](https://read.readwise.io/read/01htx70m0qwx30meytjbbaf9s0)) Every Millionaire Messenger I’ve ever met is driven by empathy, compassion, and altruism. Their friends and family say they have a huge heart, and many in their community call them “do-gooders.” It’s as if they are so connected to the idea of helping others with what they know that if you took away their business of doing so, they would be completely lost. Messengers see their work as most others view volunteerism: as an opportunity to give from the heart. They are servant leaders. ([View Highlight](https://read.readwise.io/read/01htx765a1yhmnt2h8qyab15we)) ***Expert Signposts:*** > 1. What makes me distinct in this industry is that I… > 2. The reason I am committed to being excellent in everything I do is… > 3. The reason I am doing this work in the first place is to… ([View Highlight](https://read.readwise.io/read/01htx772eect7m9z1fbvsqgagy)) To truly evolve and expand as an expert, you’ll want to begin cultivating all six areas into a multiple-streams-of-revenue business model. You don’t have to, but trust me, you’ll want to once you see the impact, influence, and income you can generate when you mix writing, speaking, leading seminars, coaching, consulting, and online marketing. ([View Highlight](https://read.readwise.io/read/01htx79c68frdpj4cxpa02cwvm)) In this step, I suggested Sally create a monthly program where she sent customers a new training video every month. I also suggested she host a monthly training call over a conference call line in which she gave more training and answered questions as well. ([View Highlight](https://read.readwise.io/read/01htx7cwn7g6yz3yew5k5t46b6)) *Chapter Seven* THE MESSENGER MIND-SET ([View Highlight](https://read.readwise.io/read/01htx7gnz9b5fgr9khy3d68z1g)) Mind-set #1: My life experience, message, and voice are valuable. ([View Highlight](https://read.readwise.io/read/01htx7jqtgr8vndtwpzggh3h96)) ***Expert Signposts:*** > 1. One reason I have not been sharing my life lessons more with others is because… > 2. If a friend of mine used an excuse like that reason, I would say to them… > 3. The times in my life when I have held back my voice have been times like… > 4. The times in my life when I spoke up and helped others include… ([View Highlight](https://read.readwise.io/read/01htx7jzqa4v8mf7597bzwj4zx)) Mind-set #2: If I don’t know it or have it, I will go learn it or create it. ([View Highlight](https://read.readwise.io/read/01htx7k27w9s1nb57bzhd6p41h)) ***Expert Signposts:*** > 1. The things I’ll have to learn in order to succeed in this new expert endeavor include… > 2. The things I’ll have to create in order to start include… > 3. The people I can model and follow to shorten my learning curve include… > 4. The excuses I’ll probably make along the way, which I’ll have to overcome, include… ([View Highlight](https://read.readwise.io/read/01htx7k833hgt55wne9x9xd5b1)) Mind-set #3: I will not let my small business make me small-minded. ([View Highlight](https://read.readwise.io/read/01htx7ke0z0btfjgerwpaenq3r)) ***Expert Signposts:*** > 1. A grand vision I have for myself in this industry is to… > 2. When times are tough I will always remind myself that… > 3. To make sure I don’t play small in life or in this business, I will… > 4. To play a bigger game, I am going to have to let go of… ([View Highlight](https://read.readwise.io/read/01htx7kkzagssq2p40t9dqkye6)) Mind-set #4: Student First, Teacher Second, Servant Always ([View Highlight](https://read.readwise.io/read/01htx7kpqswp31r5gpemtrw32x)) Experts are students first, teachers second, servants always. ([View Highlight](https://read.readwise.io/read/01htx7meh92vkqdk014t6nxy8t)) ***Expert Signposts:*** > 1. To feel more like a student in life, I would have to… s"0e wo > 2. My plan for learning more about my topic is to… > 3. My plan for capturing everyday life lessons that I can teach others is to start… > 4. The reason I feel I should be learning all this and teaching what I know is… ([View Highlight](https://read.readwise.io/read/01htx7n5mhch9712h0e3gdwqs5)) Mind-set #5: Mastery is a way of life. ([View Highlight](https://read.readwise.io/read/01htx7n8644b6jg3deky4g6z0r)) ***Expert Signposts:*** > 1. The topic area I am go s arrt ing to focus on like a laser for the next eighteen months is… > 2. The things I am going to stop focusing on right now are… > 3. The times when I lose my focus and fall off the path to mastery are usually when… > 4. If, in twelve months, I looked back at my last year, I would know I had stayed on the path to mastery if I could see I had… ([View Highlight](https://read.readwise.io/read/01htx7p6s2twhwaza9jkt13e50)) Second, my content synthesized so much “best practice” that I knew it was comprehensive and cutting-edge. Importantly, I also knew that my content was structured in a very practical and actionable manner. The number one complaint I was hearing in the industry at the time was that most seminars in our industry were either too conceptual or too “rah-rah.” People wanted real-deal, tangible training, so I structured all my content to meet that demand. I had learned a lot about world-class training and adult learning programs while a consultant at Accenture, and I brought those lessons to my work in this “expert industry.” ([View Highlight](https://read.readwise.io/read/01htx7s9rc9w0ex7kvagnpx35w)) ***Expert Signposts:*** > 1. The lessons I learned here about positioning are… > 2. The steps I will take to position myself in this industry are… > 3. The people I need to get close to in this industry are… > 4. The way I want to be perceived in this industry is… ([View Highlight](https://read.readwise.io/read/01htx7t4dezv41wm7jczk0yc13)) Messenger Mandate #2: Packaging ([View Highlight](https://read.readwise.io/read/01htx7tewyt3ryybda2rbgj2dr)) Consultants focus less on concept and theory and more on *process* and *practical methodology*. ([View Highlight](https://read.readwise.io/read/01htx7txhm5kqbhtyfbvjh4wxz)) Thus, to package your information well, you must be clear about what your customer wants to overcome and achieve. Then you must create a step-by-step process that shows them how to achieve their goal. ([View Highlight](https://read.readwise.io/read/01htx7w1drct0jt08sgd6x0vgc)) ***Expert Signposts:*** > 1. The lessons I learned here about packaging are… > 2. When creating my information and my products, I am going to package them so that they are… > 3. The way I want my brand to be displayed to the world shows me as a person who is… > 4. The actions I am going to take to keep fit, healthy, and energized include… ([View Highlight](https://read.readwise.io/read/01htx7wq11ajx7ry6a9ebhxhc9)) Messenger Mandate #3: Promoting ([View Highlight](https://read.readwise.io/read/01htx7wt3v6m4t9gcxsfa3j3ev)) ### New highlights added April 7, 2024 at 3:44 PM ***Expert Signposts:*** > 1. The topic area I am go s arrt ing to focus on like a laser for the next eighteen months is… > 2. The things I am going to stop focusing on right now are… > 3. The times when I lose my focus and fall off the path to mastery are usually when… > 4. If, in twelve months, I looked back at my last year, I would know I had stayed on the path to mastery if I could see I had… ([View Highlight](https://read.readwise.io/read/01htx8jzbasjwx4mq2zca6xnb7)) ***Expert Signposts:*** > 1. The topic area I am go s arrt ing to focus on like a laser for the next eighteen months is… > 2. The things I am going to stop focusing on right now are… > 3. The times when I lose my focus and fall off the path to mastery are usually when… > 4. If, in twelve months, I looked back at my last year, I would know I had stayed on the path to mastery if I could see I had… ([View Highlight](https://read.readwise.io/read/01htx8k60bk4rrb3nenq402yfw)) ***Expert Signposts:*** > 1. The topic area I am go s arrt ing to focus on like a laser for the next eighteen months is… > 2. The things I am going to stop focusing on right now are… > 3. The times when I lose my focus and fall off the path to mastery are usually when… > 4. If, in twelve months, I looked back at my last year, I would know I had stayed on the path to mastery if I could see I had. ([View Highlight](https://read.readwise.io/read/01htx8m8db8mvressvb6rrw8ze)) Heed my words: If it’s important to your long-term success, don’t outsource it—master it. Your success is powered by your skill sets. ([View Highlight](https://read.readwise.io/read/01htx8p9pj5btq2fzqqjs143et)) **Claim**. Every strong sales message must begin with a claim, a bold promise about what your product or service can help others accomplish. ([View Highlight](https://read.readwise.io/read/01htxa8gjeqa1y8pdg7rx1299p)) your claim should highlight the benefits, results, newness, distinction, or wow factor of what you are offering. ([View Highlight](https://read.readwise.io/read/01htxa991wag914g83j2cd3qvw)) **Challenge.** What are the problems your customers are facing in life? How much are those problems costing them? What is preventing them from moving ahead? What will happen if they don’t resolve these problems? ([View Highlight](https://read.readwise.io/read/01htxa9ped0vdswz41xkde2zjf)) Great promotions always make you realize there’s something missing in your life and that you can have and should have more. ([View Highlight](https://read.readwise.io/read/01htxaaegbvwjcqe08kqczy1bn)) Commonality. ([View Highlight](https://read.readwise.io/read/01htxaasfdm9eyqz4qxz85sy9d)) People relate to your struggles more often than to your successes. So never forget to share that the challenges your prospects are facing are *common* and that you have encountered similar obstacles on your path to success. Also, share how you and the prospect have a common and successful future. Say something like “I understand where you are. I’ve been there. We are in this together and I’m here to help you. We’re going places, you and me.” ([View Highlight](https://read.readwise.io/read/01htxabf7xqv4621d16yrmerwf)) **Credibility.** You create credibility by sharing the reasons why you are qualified to help your customers overcome their challenges and improve their life, results, or situation. For experts, this is accomplished by sharing the results you have attained in life, the research you’ve compiled and synthesized, or the reasons why you are a role model. ([View Highlight](https://read.readwise.io/read/01htxabtfye30y0pe53p9c3m33)) **Choice**. ([View Highlight](https://read.readwise.io/read/01htxacb62ra8dyhrnpcavm6sm)) Show testimonials of customers stating explicitly *why they chose your solution*. This creates social proof and begins the argument in your prospect’s mind to make a similar choice. ([View Highlight](https://read.readwise.io/read/01htxacyt0c6a4n6cmnkgsvnfm)) ***Expert Signposts:*** > 1. The next product or program I am going to create and promote is… > 2. The benefits people would get from this program are… 3. The free pieces of content I can send to people before offering this program for sale are… > 4. The reasons people will feel compelled to buy this program are… ([View Highlight](https://read.readwise.io/read/01htxaetk6frbwt0ehv8fwvmdf)) Mandate #4: Partnering ([View Highlight](https://read.readwise.io/read/01htxaex1qe3kcnp8kdqb74we6)) If you want them to promote your website, promote theirs. Want an endorsement? *Give* one first. Need their feedback on your project? Give them feedback on theirs. ([View Highlight](https://read.readwise.io/read/01htxahc80evnj3wcamyz2ec57)) > Subject line: Can I promote your work? > Dear [insert name], > I’m writing to thank you for all you do to help people, and to ask if I could {k i" wpromote your message and business to my circle of influence. I’m sure you are always looking for more people to help get your message out there. I know I am, so I’m writing to see if it would be okay if I zapped an e-mail to my friends, family, and fans about your work. Is there anything specific you are doing now that you are trying to promote? > I’m a big fan of your [insert relevant thing here: blog, book, product, event, etc.]. I particularly like your message about [insert their core message here], and it has meant a lot to me. I know it can be a thankless job being an expert, so please know that your work is making a difference in people’s lives. It sure has in mine. > Anyway, since we’re both in the business of [insert topic here], I thought I would share your message with my audience, even if my audience is not as large as yours. I help people [learn and achieve what?], so I think we have nice alignment in how we serve. > Thanks again for all you do. Please let me know what you would like me to tell my audience about and how I can help you. ([View Highlight](https://read.readwise.io/read/01htxaj94ajtpc33yzc92pv73z)) When the appropriate time in the relationship comes, preferably after you have actually met your new guru friend in person, you say something like the following: > Subject line: Promoting you again > Hey, [insert name], > Got an idea for you. Remember when I promoted your stuff to my audience? They seemed to really like it. I bet we have a lot of overlap, and we could do a lot of good sharing of each other’s ideas and products. > Here’s my idea. I have a really high-value free [video, webinar, report, etc.] that you can give your audience. I’ve charged $xxx for this in the past, so they will really appreciate your hooking them up. I can send you a sample e-mail with a unique link to send out. When your people click the link they will go to a page where they have to enter their name and e-mail to access my free content and training. Once they opt in, they get immediate access. A few days later I will e-mail them and say, “Hey, if you liked that free thing I sent you, then you’d like my new [product or program].” Anyway, if they ultimately buy my new stuff—I’ll know they came from you because it will track back to that unique link you sent out—then I’ll give you half the revenue. So, you are giving superhigh-value free stuff to your list and making money for it. If you’re game, I’ll send you the custom e-mail and link to send your list. All you have to do is personalize it and click Send. > What do you think? This is important: I want to do this for you, too, so let me know what you’d like me to promote for you. I know now that my people like your stuff. ([View Highlight](https://read.readwise.io/read/01htxambgqx2afp5x122xdwybg)) This type of approach works great because it’s based on open reciprocity (I promoted you; would you like to promote me?), value to customers (we’ll give them free stuff), simplicity (just click Send), and compensation (you make money and so do I). ([View Highlight](https://read.readwise.io/read/01htxamj2bbb2ysq9htdeypbeg)) ***Expert Signposts:*** > 1. The promotional partners I already know I want to approach are… > 2. The value I could add to them is… > 3. The next campaign I launch that I want them to support is… > 4. The steps I’m going to take right now are… ([View Highlight](https://read.readwise.io/read/01htxan0dpt1pkwgnbwamfgzxq)) But I often outserve others because I *care* so passionately about my customers and their success. I never lose sight of why I am doing what I’m doing: to improve people’s lives. I’m mentally, emotionally, spiritually, and financially driven by a higher purpose, and that makes all the difference in the world. ([View Highlight](https://read.readwise.io/read/01htxanthhqskaexn75nt9yd2e)) ***Expert Signposts:*** > 1. If I brought more purpose into my work, this would happen… > 2. The people I have seen not serving their customers have been… > 3. Those who are serving with purpose and doing a great job at it have taught me… > 4. The way I will stay grounded and focused on service in this business is by… ([View Highlight](https://read.readwise.io/read/01htxap00ad0pfvdqafyn4t83w)) *Chapter Nine* THE MESSENGER MANIFESTO (Or The Great Industry Reset) ([View Highlight](https://read.readwise.io/read/01htxap42xty5yvbmk02kacwkm)) can begin telling them directly that we only want serious students and that we *expect* them to take action. ([View Highlight](https://read.readwise.io/read/01htxb1yva5c2b9m4sbd6jza3d)) All we have to do is be greater inspirations and enable our customers with more tools, goals, and follow-up communications. ([View Highlight](https://read.readwise.io/read/01htxb27mrkpx6c64njsvw0zwn)) “Look, if you are like many of us, there are too few people in your life who are holding you to an elevated standard of excellence. People want to protect you and keep you safe, and they make it okay not to push yourself further and harder. But our paths have intersected because you believe you are capable of more, much more, and you are looking for new ways to reach your highest potential in this area. So let’s make a deal. If you are a person who genuinely wants to succeed at this, and you are truly willing to implement what I teach, then let’s begin. But our industry is full enough of tire kickers and fly-by-night gurus who just sell and run. So let’s make a deal. You implement this stuff, and I will follow up with you with a reminder series from our system. We need more doers, and if that is you, then let’s begin. But if you feel like just ‘trying’ my stuff out and dabbling in this area, then perhaps you should browse my blog but not become a student. I’m setting a high standard for my students, and I expect you to have a high standard if you become one.” ([View Highlight](https://read.readwise.io/read/01htxb2x7kg0kz4a2hd6ye7fmf)) *Chapter Ten* TRUSTING YOUR VOICE ([View Highlight](https://read.readwise.io/read/01htxb3jxjcasq8n87zkbmf5tc)) Henry David Thoreau wrote: “The mass of men lead lives of quiet desperation.” I don’t think that desperation is so quiet anymore. If you watch the news, engage in your community, and listen to your loved ones and neighbors, I bet you will hear a thunderous cry for help. People are desperately looking to share their unique voice with the world and to achieve their full potential. They are hungry for new ideas and strategies for improving their personal and professional lives. They are starving for guidance, and they are surprised beyond belief whenever someone offers them a kind word or a helping hand. You can be that surprise for your fellow human beings. That’s what this message is all about. ([View Highlight](https://read.readwise.io/read/01htxb61pt2z4y4703n9qxtr5w))