Finding the "ONE WORD" Your Personal Brand hangs on (and make money intelligently from it)
“That sounds like alot of work, “ she said.
It’s not the first time I heard this sentence.
On a discovery call, I will typically share the series of exercises she goes through to arrive at her personal brand when working with me.
She’s in a second season of life.
She is sitting on at least a $100,000 worth of knowledge in her brain (that someone would gladly pay for).
She has realized tremendous results coaching up and comers inside of a company that was depositing a paycheck into her bank account every two weeks.
But she recently hung up that ‘corporate executive hat’ and stood up a coaching business.
Now, how to call in the paycheck?
She has a unique way she solves problems.
She just doesn’t have a system to sell in it in.
More importantly, after being a slave to the big man, maybe she doesn’t want to work that hard anymore.
I went away to Rome this February and thought long and hard on my daily walks in the 60 degree weather—What truly is my superpower?
People buy 1 of 3 things in life:
How to make more money
How to realize better health
How to realize a relationship
I taught public speaking to make the case for a job or a promotion. I was successful.
She made National Sales Director.
She became Executive Director.
She landed her dream job with a 15% pay bump.
Women lost at least 20 pounds after working me (because they had reconnected to themselves, gained confidence.)
But after devoting a full year to teaching it—- I observed—-
She still couldn’t sell.
Lemme take you back to 1995.
I was 18 years old.
My parents enrolled me in a really expensive private college. But—they failed to tell me they had not saved for this really expensive private college. They were quite financially irresponsible and I had a rather uncomfortable conversation waiting for me at the school registrar’s office when second semester sophomore year started:
“Nobody paid for last semester. Nobody paid for this semester either. Pay up or go home.”
Well. I wasn’t going home. I knew that for sure. Staying in school was the only plan.
I launched into action:
I had a very specific vision (I wanted to be a TV news anchor)
I made the case to folks who had money (Alumni who had set up scholarship funds)
I successfully secured a scholarship from a doctor in the Midwest who had set aside money for aspiring journalists.
I spent years being very angry at them.
I wasn’t mad about paying for college. I was mad that that an honest conversation was not had. I was mad about the surprise bill.
For years, I didn’t know how to demand my worth. I worked myself to the bone.
There is a line in Debra Messing-Dermot Mulroney movie “The Wedding Date” where Messing says to an ex who just won’t go away: “I’m so sick….
—-of us.”
I had hit that point in my business. I was sick of being broke. I was sick of living in survival mode. I was sick of —being me.
I did 5 things:
I got clear on what my superpower was
I got clear on how I would package it up
I 10x-ed my pricing and sold it
I hired a coach to help me sell to that next strata of client base
I marketed it in my content each day
I’ve come a long way since launching that first Masterclass.
I’m on a plane right now, hustling back to New York from home, because next week, I am hosting 2 workshops for which I commanded the price I command in the marketplace today.
But you know what? As I walked the thousand year old streets of Rome, I realized I had been gatekeeping my system on how I monetize my talents.
I came home each day while in Rome and put that entire system into a 6 week Masterclass series.
Each Friday for 6 weeks, 12-1pm EDT, I’ll teach my exact system I use to run a business that makes $34K a month.
Week 1: What is your superpower? I share 3 exercises to arrive at this. The workshop series kicks off on Zoom March 13th at noon-1pm EDT
Week 2: What does the market need? This requires going on a listening tour and to understand “What’s keeping your ideal client up at night” about your superpower. Where are they bleeding money?
Week 3: Who can afford to pay you? This requires hosting a paid workshop (even if you’re charging 0) and see who turns up. I’ll teach you how to host one yourself.
Week 4: What if you are asked to host a workshop for someone else or a company? The systems you will need to convert clients from it.
Week 5: How to start writing content to capture your ideal client
Week 6: A system for bringing people into your funny little world after.