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INTRODUCTION

The entire purpose of this program is to take what you know (or

what you’re going to master and learn) and package it as a

product or program that people will pay for. And to do all of that

in a way that serves you and others. It’s all about becoming the

World’s Preeminent Expert on your topic.

To some people becoming a world-class expert has a negative

connotation. But remember, an expert is not an arrogant “know-

it-all.” An expert is first and foremost a student. Real experts ask

questions first, to ascertain what the situation is and then they

dispense advice.

If you need to go for a heart operation, would you rather go to a

novice or an expert? An expert, of course. So realize that the

world needs and relies on experts in all walks of life.

If you want to be successful as an expert, then you have to learn

how to promote and position yourself as the “go-to” expert and

how to get paid.

The better you are at any of the three (promotion, positioning,

getting paid), the more money you make and the more of a

positive difference you make in the world.

We live in a culture that is driven more by a need for a growth

rather than for money. The reason Brendon’s business is growing

so rapidly is that he is constantly learning and applying that new

knowledge in his business.

The most important thing is to keep in mind at ALL times is that

you get to serve others by creating information that improves

their lives. If you lose sight of this, you will fail. You are the

messenger, not the message. Never make it about you. It’s all

about the message and serving others.

Next, your niche needs to be based on your passion and your

knowledge.

Knowledge needs to be ……

developed

researched and cultivated

practical and serve people

You’ve got to love people if you’re ever going to succeed.

Brendon says that there are two types of people: One person

walks into a room and goes “Here I am!” The other person walks

into a room and goes “Oh, there you are!” – It’s the second type

of person that will succeed on this industry.

HALLMARKS OF THE EXPERT

LIFESTYLE.

YOU CAN WORK FROM ANYWHERE YOU

CHOOSE.

One of the major advantages to this industry is that you can

literally work from anywhere you choose to. You are not tied

to any particular location, like the vast majority of

businesses are.

YOU DETERMINE YOUR INCOME.

Unlike a traditional job you are in control of how much you earn.

The difference between those who succeed and those who fail is

focus. How much you earn depends on the value you deliver, not

just the hours that you work.

Brendon gives the example of a therapist or a life coach or

counselor. They sell their services by the hour so they are limited

by the amount of people they can see in a day, thus limiting what

they can earn. But if they decide to do a teleseminar, webinar or

video they can reach hundreds of people at the same time. In this

way, they’ve multiplied their income without working any harder.

YOU GET TO PICK AND CHOOSE WHO YOU

WORK WITH.

You don’t have to have lots of employees.

Brendon made his first million on his own. Still, with several

multi-million dollar companies, he only has 4-5 core team

members. He outsources other stuff on an as-needed basis.

Mark Victor Hansen, the co-author of the Chicken Soup For The

Soul series and motivational speaker and author, has only 3

people in his office.

THE TOOLS YOU NEED TO START THIS

BUSINESS WITH ARE VERY LOW-COST AND

THE PROFIT MARGINS ARE HUGE.

Profit margins in this business are extraordinary – 80% or more.

THE 5 PILLARS TO BUILDING AN

EXPERT EMPIRE

These 5 pillars are the 5 primary ways to make money from your

expert knowledge. Let’s take a look at each one in more detail.

MAKING MONEY FROM EACH OF THE 5

PILLARS

Writing Speaking Seminars

Coaching Online

Marketing

Writing for $

Books BlogsProgram Materials

BookletsInstructor

Guides

Improving your writing is a must for any expert, because it

influences all aspects of your business.

Speaking is another area that impacts all other areas of your

business.

Holding seminars is one of the fastest and most powerful

ways to generate more income and to position yourself

above others in your niche.

The ability to coach well in very powerful and no certification

is required.

Online marketing is another one of the 5 pillars. What are

you offering online?

THE MONEY FUNNEL

Speaking for $

On stage On Video WebinarsTeleseminars At Your Own or

Others Events

You draw the prospect into your marketing funnel with free

information such as a free newsletter, blog post, free report etc.

Once they’re in the funnel you persuade them to purchase a low-

level entry product such as an eBook, audio or membership site.

Once they’ve bought that then they qualify to purchase higher

end information products and finally at the end of the funnel, you

offer them high priced consulting, coaching, training, retreats,

seminars or certification programs.

FREE INFORMATION

LOW ENTRY LEVEL PRODUCT

HIGH END TRAINING/CERTIFICATION

Always be thinking “What else do I have or could I create that

could help my prospects/customers on their continuing education

path?”

For example, if you taught them about optin pages then the next

product could be about sales pages. Brendon calls this the buyers

trail. The better developed it is (the more products you have) the

more income, impact and influence you have in the industry.

If you have just one book or one product then you have no

foundation to build your business on. To build a sustainable

business, it’s vital to generate some sort of recurring income.

Brendon challenges you to set up some sort of recurring income

within the next 90 days.

Don’t be afraid that you’ll have to sell to people. The age of the

hard, fast paced slick salesman is gone. We are now in the era of

transparency, authenticity and adding value.

BRENDON

BURCHARD’S MILLION

DOLLAR MARKETING

PLAN

5 STEP MILLION DOLLAR MARKETING PLAN

STEP 1 – CREATE A CONSUMER PRICED PRODUCT

Consumer pricing is anywhere from $20-$200. Consumer priced

products are an easy decision for the customer to make.

Sell 7 a week = 28 in a month.

28 x $197 = $5516 per month = $66,192 per year

STEP 2 – CREATE A LOW-TIER CONTINUITY PROGRAM.

A membership or subscription site is ideal.

Aim to get at least 100 people into this program.

100 x $97 = $9,700 per month = $116,400 per year

STEP 3 – CREATE A HIGH PRICED PRODUCT

Aim to sell just 2 a day or 60 each month.

60 x $497 = $29,820 per month = $357,480 per year

STEP 4 – CREATE A HIGH-PRICED SEMINAR

Aim to sell 50 tickets to this annual event.

50 x $1997 = $99,850 per year

STEP 5 – CREATE A HIGH-PRICED COACHING

PROGRAM

Aim for 15 people a month at approximately $2,000 per person

per month.

15 x $2,000 = $30,000 per month = $360,000 per year.

PRICING GUIDELINES

Mid-tier products are anywhere from $200 -$900.

High priced products are $1,000+

For some industries, like personal growth, $497 is high-tier. In

the “Make Money” niche, $497 is mid-tier.

PRODUCT CREATION TIMES

A consumer priced product could be created in as little as 60

days. You could have a membership site up and running within a

week. And you could create a high-end product in a little as a

month.

STOP WAITING FOR PERMISSION

These results are not typical but they are doable. No one is going

to give you permission to do this. You’ve got to give yourself the

permission to do this. No one is going to hand you a certification

saying that you’re an expert in your niche.

There are 3 questions that Brendon suggests you ask yourself so

that when you come to the end of your life you’re happy with the

answers.

Did I live?

Did I love?

Did I matter?

Your loves ones, the people close to you and even the other

experts out there will say “Who do you think you are to do this?”

or “You’re taking a really big risk here” and other statements

designed to make you doubt yourself.

Belief is what took Brendon Burchard from broke to $4,6 million

in two years and he now shares the stage with people like Tony

Robbins, Cynthia Kersey and the Dali Lama. Imagine what it can

do for you.

THE POWER OF STORIES

When you tell stories

you connect with your

customers in a powerful

way. Telling your unique

story makes you real.

Stories inspire people.

We’re wired to pay

attention to stories. Your

story is your most

powerful asset, your

marketing gold.

Even if you have the best information in the world, you need to

relate it in a way that others can understand, digest, believe and

be inspired by it. So tap into the power of your story and share it

with passion.

HERE ARE 3 TYPES OF STORIES

YOU CAN USE:

1. A fall down, get up type of story.

What’s a time when you fell down and then got up again?

2. A time when you proved naysayers wrong story. What’s a

time when you achieved something others said was

impossible?

3. A defining moment story. When was a pivotal moment in

your life when you made a new decision and in some way

turned your life around?

Integrate these stories into your marketing, speaking, coaching

and writing.

MILLIONAIRE EXPERT

MYTHS

MYTH 1

ASSUMING THAT OTHER SUCCESSFUL

EXPERTS STARTED RICH OR GOT LUCKY.

In the expert industry, wealth comes from struggle. If you want

to succeed as an expert, you’ve got to be able to create rapport

with people. People can’t always relate to super-successful

people, but they always relate to struggle. So you’ve got to

become more comfortable talking about the hard times and

challenges that you’ve experienced and had to overcome.

Even if you share how successful you are now, you’ve got to

share you struggle first. As Brendon so eloquently puts it “Until

they hear your struggle, they can’t understand or believe your

success.”

MYTH 2

FAME = SUCCESS

That’s a lie. There are lots of famous authors, speakers and

experts who are dead broke.

MYTH 3

POSITIONING = SUCCESS

Brendon knows people who have been on Oprah but who are

broke. There are several different elements to consider when

positioning.

1. Who are you?

2. What have you accomplished or achieved?

3. What are you struggling through?

4. Who do you help?

5. How do you help them?

If you don’t have the positioning down, then you don’t have a

business.

MYTH 4

KNOWLEDGE = POWER

That’s a lie as well. There are plenty of brilliant but broke people

out there.

The truth is that marketing = power. Having a message is not

enough. You’ve got to know how to share the message with the

world in a way that makes them want to buy.

MYTH 5

YEARS OF EXPERIENCE = CREDIBILITY

It’s not how many years you’ve been in the industry that matter.

What matters is that you’re able to produce results.

Tony Robbins has a wonderful saying “I don’t have any

certifications. I have a PH.D in results!”

MYTH 6

THE MEDIA MAKES YOU RICH

Brendon knows people who have struggled financially despite

being on all the major shows because they don’t have recurring

revenue. They don’t have recurring clients or customers. They

have no way to make money after their speech or book.

Campaigns make you rich in the expert space. A campaign is

different from a promotion. A campaign is a strategic sequence of

promotions that lead to the desired result. Thinking in terms of

campaigns changes your marketing.

Marketing is not a one-time event. Once isn’t enough to get the

customer to act, especially if the product is priced above $20.

MYTH 7

YOU HAVE TO HAVE A BRAND OR BE A

BRAND

People who are their brands have a problem. What if they stop

speaking, touring or communicating? That’s right. Their business

dies.

You don’t have to be a brand. You just have to be the solution.

The idea of branding, especially the way it was taught in the

eighties and nineties is dead. Today’s consumer cares more about

the solution that you offer than they do about your brand. So it’s

not about having these perfect business cards and this

professional looking website.

In today’s world, clunky, weird things stand out. That’s why

standing on stage sharing your struggles as related to your

business works. It’s not good branding in the traditional sense,

but it works.

In the beginning when you’re building your business, your brand

may be about you. But you’ve got to structure it in a way that

anybody can teach/train your material. You can bring someone

in, train them for a week or two and then they can go out and

teach.

THE 8 THINGS ALL

HIGHLY PAID

EXPERTS DO. You’ve reached the end of this summary.

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