Marketing Rules I Broke on the Way to a Six-Figure Revenue Stream in 73 Days

Marketing Rules I Broke on the Way to a Six-Figure Revenue Stream in 73 Days

[Note #1: IF you are potentially interested in learning how to generate a six-figure revenue stream, AND share your gifts and talents with high-end clients… I’m considering offering a free program for you.

But I’m not going to do it unless enough of you on this list want this.

More details near the bottom of this post.

[Note #2: In case you’re just getting to this party now, this post is a FOLLOW-UP to THIS POST.]

In the last blog post, I wrote about my journey from practicing plastic surgery to working with entrepreneurs. To say “this isn’t how I thought my life would unfold” felt to me like the understatement of the new millennium.

And contrary to what you might think, it wasn’t like I conveniently left my plastic surgery practice and immediately started working with entrepreneurs. Hardly.

Instead, I wandered about for the next 18 months [next 18 months after what? making the decision to leave PS?], trying to figure out what I was going to do when I finally grew up …again.

I Know What It’s Like to Struggle Without a Safety Net
Fail #1:
At first, I thought I was going to set the world on fire by helping parents and teachers support their children in growing up financially aware. After putting a great deal of effort into that brilliant idea and having trouble getting people to show up for a free workshop, I figured out that I’d better move on.

Fail #2: Then I came up with another brilliant idea about helping people to get fit, stay fit, and be healthier for the rest of their lives by upgrading their “fitness blueprint.” Well, it only took one live workshop for me to realize that this wasn’t my calling in life.

Fail #3: With my self-confidence now at an all-time low, I decided my path to salvation was to become an eBay guru. I bought a $1,500 “eBay Riches” home study program and eagerly listed and sold several items I had lying around the house; I knew I had hit the big time after making about $150.

All the while, I was wondering how I went from highly-trained surgeon to eBay dilettante. Predictably, this was as good a time as any to go through a serious identity crisis that no medication or surgery could cure.

Backup Plan: Beverly Hills 90210
When my wife asked me what my backup plan was and I said, “You’re looking at him,” ummm… well, that didn’t go over very well. She had other, more reliable options in mind, like a real job.

So I “threatened” to go back to practicing plastic surgery. This time, I had a gig lined up to do cosmetic surgery in Beverly Hills (for those of you outside the United States, this is one of the “hot beds” where celebrities go for cosmetic surgery.)

I didn’t want to do it. I just felt that if I had a little more “running room,” I could figure things out.

Until I started coaching two local companies, I didn’t realize that I had become the business guide and mentor that I wished I had had when I was starting my plastic surgery practice in 1995.

Honestly, I Didn’t Plan on Using “Fire, Ready, Aim” Marketing (But It Worked)
Once I finally admitted to myself that I really wanted to work with entrepreneurs and was good at it, I decided to turn this initial foray into coaching into a full-blown business – which meant I needed to get real, paying clients. And fast, because the plastic surgery group in Beverly Hills was calling – literally every other day.

I spent a lot of time making contact with my hot and warm circles of influence – I sent information, followed-up, told them about my new business. But after talking with over 80 people, I still had no clients.

So I decided to “burn the book on marketing” and go with my gut. Within a few weeks, I had generated a relatively predictable six-figure annualized revenue stream and in just over a year after that I had doubled it!

Here’s what I did NOT have and some of the rules that I broke:

  1. I did not have classy, “real” business cards; I printed a bunch on my inkjet printer. Yikes!
  2. I did not have a web site as a central portal of information, education, and promotion Hmmm. (I admit, I did at least have a one-sheet executive summary).
  3. I did not have a Core Issue Article, one that laid out my audience, philosophy, problems I address, and outcomes I produce. (Ugh!)
  4. I did not pay for any advertising. (Good!)
  5. I did not have case studies or success stories. (Oooo!) I did not have what I’d call an extensive circle of influence of small business owners and entrepreneurs (my target audience). (Uh oh!)
  6. I did not have easy access to free media for publicity. (Aww!)
  7. I had no information products to offer. I had no “funnel” of products and services. (Weeping violins, please)

After a couple months of striking out (and I went to bat every day. I mean EVERY day), I figured out that I need to get past whatever limiting beliefs I had that were keeping me from producing results.

So, I decided to abandon calling my “circle of influence” and I resolved to set up a 3-hour seminar to showcase what I had to offer.

Here’s what I did and more rules that I broke:

  1. I spent two weeks planning and making the necessary arrangements for the seminar and designing it. I set up a one-page web site that was a “flyer” for the seminar and gave people a way to register.
  2. By the time I was done getting the “infrastructure” for the seminar in place, I only had two weeks to promote the event.
  3. Conventional wisdom: Promote a paid event at least six weeks in advance. Promote a free event starting any time up to the event.
  4. I charged $15 for my event, as a way of pre-qualifying the participants, even though I had limited time to promote.
  5. And, I started promoting only 14 days before the event.
  6. I promoted by calling my circle of influence and asking them who they knew who would be interested in my event.
  7. I visited several networking groups, even the day before my event.
  8. I presented my seminar with little rehearsal. Now, I think I’m a pretty good trainer and speaker, but one of my friends, who has trained with me extensively on training, presenting, and selling from the front of the room, thought I was absolutely, certifiably lousy.
  9. I had my own business coach, who helped me see my blind spots and helped me do something about it.


  1. 18 people pre-registered. 19 people showed up.
  2. Three people became business coaching clients at $1,500 per month.
  3. Within two weeks of that now historic seminar, I had seven coaching clients (generating $ 10,500 per month in revenue for me).
  4. Within a year, two additional participants from that seminar became coaching clients. By this time, I had raised my rates to $1875/month with a 12-month commitment.
  5. After that, I started coaching clients at $2,250/month, again on a 12-month commitment.
  6. I began working with my first marketing consulting client (as opposed to pure coaching) on a 6 week-long project worth $17,500!

In retrospect, the approach I took to marketing really was “Fire, Ready, Aim.” That’s one way of saying it. You see, I simply took the next logical step in implementing a marketing action plan. I had tried a lot of things that hadn’t worked. So what did I have to lose?

My planning and preparation wasn’t perfect, but so what?

If You Could Better Serve Others by Generating More Revenue, I’m Interested in Helping You Out – For Free
But here’s my serious warning:
This business-building approach to generating a six-figure revenue stream in record-time works only if there is a strategy behind it and, even more critically, there’s a big belief in yourself behind it.

You’ve got to have a ton of guts to go for it, even when things aren’t looking so hot. And, you’ve got to have clarity and structure to what it is that you have to offer. You have to be clear and supremely confident about the ultimate value that you have to offer.

If This Sounds Like It’s Up Your Alley, Here’s What I Want You to Do…
I’m making a special list of everyone who is potentially interested in this program.

If you’re interested, then

  1. enter your email address below and
  2. leave a comment on this post with any suggestions on what you think you need to get from the training program.

If enough people get on this “Special Interest” list (I’m thinking at least 250 or more), then I’ll create this training program and give it away to EVERYONE on this special interest list.

As I’ve written before, I’ve taken for granted all the moving parts that need to come together at the same time for this kind of success to happen. So I haven’t been completely open in the past to the idea that a lot of people would care about this kind of training. But if not many people are interested, it’s not a problem; I’ll find plenty of other ways to keep myself occupied! To freedom, contribution and prosperity, George P.S.A while back, someone unsubscribed from my email list and criticized me for writing so much about money and how to make money quickly. It’s ironic. Because I care more about being of service and contribution, than I do about money. But you can’t stay in business to contribute anything unless you make a profit, at least on this planet. So let me put it this way: If you’re interested in accelerating the breadth and depth of your contribution to people and the planet, then doesn’t it make sense to get your business to a place of sustainable profitability as quickly as possible? If you agree, then go ahead and put yourself on the list:

Practical Entrepreneurship, Part 2

Practical Entrepreneurship, Part 2

Last week, I wrote about what I think are practical skills that any entrepreneur needs to develop, acquire, or hire into their business. I wrote about the first four, which are listed below in Practical Entrepreneurship, Part 1, and provided recommended resources. I’ve since refined that list and added one more: Turnkey Systemization.

1. Time and Productivity Management
2. Storytelling
3. Marketing
4. Selling
5. Business Financial Management, including interpreting financial statements
6. Verbal Presentation Skills
7. Written Presentation Skills
8. Visual Presentations Skills
9. Lifelong Learning and Application Skills
10. Team-Building, Collaboration, and Network Development Skills
11. Turnkey Systemization


Today, I’m going to describe the next four critical skillsets:

  • Business Financial Management, including interpreting financial statements
  • Verbal Presentation Skills
  • Written Presentation Skills
  • Visual Presentations Skills


Business Financial Management, Including How to Read Financial Statements
If you’re going to run any business, ultimately you have to become profitable. That means you have to learn how to manage business finances. A great place to start is by learning how to read business financial statements.

When I started out in the business world, I had no idea what a P&L was or to do with a Balance Sheet. My accountant and other professionals tossed these terms around as if I should have been born knowing this stuff already. It took me a while to figure out that a “P&L” or “Profit and Loss Statement” was the same thing as an “Income Statement.” And it’s one thing to understand the “lingo,” but another completely different thing to figure out what the numbers are telling you.

Once I set out to understand the “lingo” and how to interpret financial statement, I ran into further frustration: Many of the books on the subject were either poorly written, assuming the reader understood “financial street talk” or skipped fundamental steps, or they contained frank errors in their explanations!

Out of my own frustration with this experience, I created a plain English training on the basics of understanding financial statements. I’ll dust it off, if there’s enough interest. Just enter your email address here to let me know you’re interested.


Pricing Based on Value
I’ve written a lot about pricing over the past few months. Whether it’s a product or service, most entrepreneurs don’t understand how to set their prices and fees. The key to pricing starts with clarifying the value – the specific outcomes, improvements, results, and experiences – that you provide through your services and products. Then flip that around and ask yourself, “What are the outcomes, improvements, results, and experiences that people won’t get if they don’t use your products and services?”

Read more about pricing based on value here.

Verbal Presentation Skills
If you want to inspire support and enthusiasm for your vision, you’ll need to be effective at persuading people in seeing what you see. If you study the great leaders of the world, regardless of personality and style, have mastered the ability to motivate using their words. Just do an internet search for Martin Luther King (“I Have a Dream”) or Ronald Reagan (“Challenger Disaster Address”).

I know that a lot of people join Toastmasters to learn how to present. While I don’t have direct experience with this organization, I’ve heard good things about them.

But there’s so much more to being effective in your speaking, whether it’s one-on-one or one-to-millions. Singers and stage performers call this “stage presence.”

From a practical standpoint, most entrepreneurs aren’t going to study acting or singing in order to become more effective in their speaking. So you know where a great place to learn verbal presentation skills? From a radio talk show host. Really.

You see in radio, you don’t see people’s faces. So when you’re on the air, you have to be really tuned into the nuance of your voice – tone, volume, inflection, delivery cadence, pauses, breathing, and even body posture and gestures.

If you’re interested, I happen to know a great radio talk show host, Wayne Kelly. Wayne co-hosts the Wayne and Jayne Show in British Columbia. It’s not listed on his website, but if you contact him through, he can help you develop a powerful “on-air” presence that will serve you in any and all conversations and presentations.

Written Presentation Skills
Most writers are not born that way. At least in my career, I haven’t seen a single newborn baby who could write. So get over it, if you are saying to yourself, “But I’m not a very good writer.” Writing clearly and in a way that compels the reader is a skill that can be developed. Now there are different types of writing, but here, I’m talking about writing compelling marketing copy and education-based marketing material.

Writing well means telling a story that engages the reader and pulls them along. Joe Sugarman, the mail order maverick from the 70’s and 80’s, was an early pioneer and master of marketing by telling stories. Here are a couple of great places to start: Triggers: 30 Sales Tools you can use to Control the Mind of your Prospect to Motivate, Influence and Persuade


Advertising Secrets of the Written Word: The Ultimate Resource on How to Write Powerful Advertising Copy from One of America’s Top Copywriters and Mail Order Entrepreneurs

Visual Presentation Skills
I used to think that all you needed to be successful was good verbal and writing skills. But the advent of high-speed internet becoming more ubiquitous has made it important to be able to communicate your vision through online presentations, video, and slide-sharing.

When it comes to a resource that lays out the essentials of what you need to know, I recommend Resonate: Present Visual Stories That Transform Audiences by Nancy Duarte.

Next time, I’ll write about the remaining practical skills that every entrepreneur needs to have:

  1. Lifelong Learning and Application Skills
  2. Team-Building, Collaboration, and Network Development Skills
  3. Turnkey Systemization

Until then, let’s hear from you. What other practical skills do you think are critical to the success of an entrepreneur?

Why the Typical Marketing Funnel Is a Bad Way to Grow Your Business: The Case for High-End Clients

Why the Typical Marketing Funnel Is a Bad Way to Grow Your Business: The Case for High-End Clients

You’re probably already familiar with the diagram of the typical marketing funnel: You start by offering freebies to everyone in your audience, “freemiums” they are sometimes called.

Next, you offer low-priced products and services. After that, you offer medium-priced products and services.

Then after that, you offer still higher-priced products and services. Once you reach the tip of the funnel, you’re offering premium-priced products and services.

In theory, this sounds great and makes sense, doesn’t it?

Now notice that as you proceed down this funnel, that increasingly fewer people take you up on your offer. And that makes sense, because as you start charging higher fees, fewer people are going to buy. That means that you need to start with a large number of people, who funnel down from “free” to paying you something, even a little bit.

Here’s the big problem:

If you’re going to make any money, you need a lot of people, paying you a little bit, to generate significant revenue.

Suppose your annual revenue target is $100,000. If you sell a low-priced program or product for, say $100, how many sales do you need to make? 1,000, right?

If you need to sell 1,000 of something, then how many people need to know about your offer? Let’s suppose your conversion rate is 10%. That means you need to present your offer to at least 10,000 people in order to have 1,000 of them buy whatever you are offering.

So where are those 10,000 people going to come from? (Okay, so maybe your conversion rate is higher than 10%. Well, even if your conversion rate is 20%, you still need to present your offer to 5,000 people).

Of course, you could build your list up to 5,000 people. But that’s going to take some time, even if your strategy is simply partnering with someone who already has a list of 5,000 or more.

Isn’t there a faster way to go?

Over six years ago, when I started my coaching business, I had no “list” of potential clients. In fact, I had no website, no business cards, and no reputation as a business coach. And, since I had left my plastic surgery practice, I had no significant income. Clearly, I needed to generate revenue quickly!

I didn’t have the luxury of spending time to develop a large email following. Social media didn’t really exist back then.

So I took the direct route: I set up a 3-hour seminar, invited anyone and everyone who had a remote interest in my topic of “earning more, with less stress.” After that event, I offered a free strategic consultation (I don’t offer them for free any longer). For anyone who was interested in my services after the initial consultation, I offered them a 12-month long premium coaching program for $1500/month. I only needed to enroll seven clients, resulting in a monthly recurring revenue of $10,500/month.

Effectively, I created an annualized recurring revenue stream of over $100,000 and I accomplished that within 73 days of setting the date for my live seminar. At the time, I didn’t realize that this was an unusual accomplishment. And I also didn’t realize that I had started at the “tip” of the marketing funnel. I was simply doing what I knew I needed to do, in order to avoid having to go back to plastic surgery to make money!

Since then, I’ve coached other clients to create rapid revenue streams, hitting the annualized six-figure level within 70-90 days of starting to work with me.

Lessons learned

1. If you need to generate significant revenue quickly, enrolling clients who pay a premium for the value you provide is the fastest way to generate significant revenue. In other words, price based on value, rather than hourly or on “what the market will bear.” If you need a little help in that area, be sure to get on my Value Pricing for Prosperity special interest list; I’ll be running an open-structure webinar on this next week and only people on that list will be invited.


2. Start or solidify your coaching or consulting business by working private with clients (rather than starting group programs or investing time in developing a product). When I started, I remember lamenting that I didn’t have any “passive income” products to offer. So offering private coaching was the only valuable service I could offer. Good thing, too, because this forced me to focus my work only with high-end clients. I didn’t have this definition back then, but my good friend and colleague, Robert Middleton from Action Plan Marketing (, has a great definition of a high-end client:

  • They are “ideal clients.” That is, clients you can really make a difference with and whom you love to work with.
  • They are “long-term clients.” These are clients with whom you can offer programs and services for a year or more.
  • They are “high-paying clients.” They understand the value you offer and are willing to pay you more than average clients will.

3. Use your experience in working with high-end clients to guide and inspire the creation of lower-cost knowledge-based products. Top internet marketer, Clay Collins (, puts it best: “Working with customers is the best R&D activity I know of (despite all the [complaining] that’s done about trading time for money.)” I’ve worked with a number of private clients who struggled with revenue and getting clients until I taught them how to use my “Get Paid to Get Clients” system to effortlessly enroll clients, using introductory sessions that they gladly pay for; I’ve turned that approach into a program that costs less than one month of private coaching with me. (If you’re interested in advanced notice for the next program, fill out the form below.)

Ready to help build the Value Pricing for Prosperity Resource Kit?

Ready to help build the Value Pricing for Prosperity Resource Kit?

As promised, I’ve been developing a Resource Kit for you. And I now need your help…

You see, I’m not the kind of person who can develop ideas in a vacuum, sitting in front of my computer.
Instead, I feed off the energy and enthusiasm of others.

So here’s the thing:
I’ve got elements of this Resource Kit strewn across my computer. And I figure that the only way to get the various parts put together is to make it into an event.

So we’re going to turn this into a virtual “Value Pricing Resource Kit Building event.” This is how I see it working:

We’ll schedule 75-90 minutes of time for a web-based group gathering, using GoToWebinar. Then I’ll show you the material that I have put together so far on the principles and best practices of pricing based on value, rather than erroneously on other misleading factors.

Then, I’ll need you to tell me, what else you need to know to apply this in your business.

Fair enough? And we’ll build this thing together.

So, I’m thinking we do this on a weekday at 10am Pacific; that way, folks in Europe stand a better chance of participating.

To get the ball rolling, go to this blog post and post a comment to let me what you think of this idea. And while you’re there, let me know what challenges you face around pricing. Maybe mention so of the approaches you’ve tried. What has worked? What hasn’t? What has really backfired?

When it comes to pricing based on value, rather than erroneously on “what the market will bear,” or “hourly,” what are the challenges you’ve run into? What approaches have worked for you? What hasn’t worked?

The Upside of Selling in a Down Economy

The Upside of Selling in a Down Economy

Let’s face it: No matter how great your products and services and no matter how great your sales track record, selling in today’s tumultuous times is more challenging than ever. There’s no doubt that:

  • Prospective clients are increasingly cautious and hesitant about buying.
  • Sales cycles are getting longer and longer, plus there are fewer buyers overall.
  • Even existing, satisfied buyers are foregoing new purchases and making do with existing resources.

But rather than focus on the downside of a down economy, what if you consider the upside of the down economy?

Yes, you read correctly…the upside of the down!

The upside is simple: Consider that your opportunities for larger and longer-term gain are magnified because of the down economy.

While everyone else is running around caught up in the panic, you have an opportunity to shift your mindset about selling and your approach to how it’s done.

If you are willing to commit to making this shift, there’s a better than even chance that you’ll exponentially multiply the lifetime monetary value of your buyers as well as the difference that you make.

A Fresh Approach: Selling Based on Being Valuable
Unquestionably, fresh approaches and skills are required to successfully sell in this challenging environment. While sales strategies and techniques have their place and the quality of your products and services remains paramount, these factors alone won’t complete the sale for you.

Selling based on outcomes and value provided makes more sense than ever. By all means, sell based on the specific results, improvements, outcomes, and experiences that buyers get from using your products and services.

But I challenge you to take this to another level – a deeper, more meaningful level: Become more valuable to your existing and potential buyers by becoming known and valued as a trusted resource of information, expertise, and guidance. Some of the solutions to their problems and challenges may lie outside the realm of what your own products and services can directly provide, yet you can still point customers in the right direction. While this approach may make common sense, it isn’t commonly practiced. Nor is it consistently practiced. Are you up for it?

Valuable Ideas for Becoming More Valuable to Your Buyers
What follows are a few ideas on how to become more valuable in the minds, hearts, and eyes of your buyers. If you’ll commit to consistently practicing at least some of them, you’ll ultimately position yourself as a valued resource rather than as a commodity or, worse yet, someone who only cares about the short-term gain of the sale.

  1. Commit to learning what they specifically want to accomplish in their business or job and why it’s so important to them. Inquire sincerely and really listen. And dig. Don’t just accept the first three or so answers; those are typically superficial. Ask genuine questions about what they’re up to. Learn about their initiatives and goals as well as their challenges and concerns about reaching them.
  2. Create a success library. Do you have a readily accessible collection of articles, websites, audios, and other media that might be of interest to your customers? This may seem obvious for items that pertain directly to your products and/or services, but be sure to expand the breadth and depth of your value by including resources that are of value to your customers, but may not necessarily promote your products and services.
  3. Provide educational and training programs. Doing so positions you as an expert in your field and, in general, people like to buy from perceived experts, especially those they know, like, and trust. These can be live, in-person events and/or virtual events, such as teleseminars and webinars. They may be free or for a fee. And, to add greater depth of expertise and value, you can bring in other experts from complementary fields.
  4. Create a “success rolodex” and share it freely. You might not be the best solution provider in every case, but you probably know someone who is. Do you have a rolodex of proven, reliable collaborators, even those in the same field as you? While others in the same field may be viewed as competitors, they may better serve your customer’s immediate needs. If there is a spirit of generosity and best serving the needs of the customer, your competitors become true collaborators.
  5. Develop a mindset of contribution. Readily share ideas on how your prospective and existing customers can more readily achieve their goals and initiatives. Weave these ideas into your sales conversations. Yes, there’s a risk of confusing your buyers or sending them too far off track from what you specifically have to offer through your products and services. But if you approach this from the right mindset and a spirit of genuine concern for helping, then you probably won’t need to worry about that.

Gearing Up for Selling in a New Era of Prosperity
In a sense, selling from this mindset no longer is selling. Selling becomes an elevated form of education and sharing of knowledge; it becomes a means of contributing to the welfare of others.

This mindset, attitude, and approach transform selling to the realm of educating, connecting, and supporting one another and sincerely helping others to achieve their goals.

It avoids selling for the short-term gain, only to lose the long-term value of a client.

Making this a normal part of your selling approach is certain to position you as a leader and valued resource. Businesses will pledge their loyalty and send their referrals.

Ultimately, the economy will regain strength and resistance to buying will shift. Adopting this approach of “selling by contributing” will position you to:

  • Attract more and better customers.
  • Increase the average transaction size of each sale, and
  • Enhance the likelihood that buyers will buy more often and from you.

If you want to sell more and sell easier, then first give. Give of yourself. Give of your expertise. Give of your extended circle of expertise.

Do this, and you’ll transform the process of selling to the gift of contributing value, creating a following that is certain to exponentially expand.

Connecting with your buyers this way is more fulfilling. That connection leads to trust and that naturally leads to a collaborative relationship. Ultimately, this level of relationship enhances your ability to contribute to the welfare of your buyers and their own clientele.

This is a sure-fire approach in any economy – up or down. You win. Your customers win. Their customers win. Isn’t that an outcome worth striving for?

Ditch Your “Pitch”: How to Sell Based on Outcomes (Not Process)

Ditch Your “Pitch”: How to Sell Based on Outcomes (Not Process)

Imagine that you’re on an airplane and the stranger sitting next to you strikes up a conversation. What’s likely to come up as a topic of conversation? “What do you do?” Right?

And how do most people respond? They say “Oh, I am a _____________. In the blank, insert whatever their title is.

This is a “put foot in mouth” response, because that’s exactly what you don’t want to say. If you say something like: “I’m a surgeon,” “I’m an accountant,” or “I’m a bookkeeper,” that quickly puts you into a box where you’ll get stereotyped.

Instead, let’s suppose you are a wardrobe consultant for women. Then you might say something like: “I help professional women who are paralyzed by choosing what to wear. I get them unstuck, so they feel comfortable and confident about what to wear for any occasion.”*

Now doesn’t that sound more intriguing and interesting than “I’m a wardrobe consultant”?

If they respond by saying: “Oh, that’s interesting. So where are you from?” then it’s time for a different conversation.

But if the person you’re speaking with says: “Wow, that’s interesting! I have that problem. How do you do that?”, this ought to be music to your ears!

But there is one common misstep that most people make at this stage: They go into a verbal diarrhea about their process, their technology, the features of their product or service. They take it as an opportunity to unleash their “elevator pitch.”


Here’s the thing: Clients buy outcomes, not process.

You see, clients don’t care about “process.” At least not initially. First and foremost, all they care about is that you have a potential solution for their problem or can fulfill their needs.

Earlier today, I was discussing this with participants who are in my current Get Paid to Get Clients Acceleration Program. We’ve started working on defining and articulating their “Core Client Process.” The Core Client Process is your proprietary, step-by-step approach to working with clients. It’s your “signature system,” your unique method for how you deliver your services and products. More importantly, your Core Client Process gives people a sense of structure in how you deliver value, how you work with clients, and how you help them to achieve the results, improvements, outcomes, and experiences that make it worth working with you.

Your Core Client Process tells a story of how you take them from where they are now — through all the steps, twists, and turns that they need to take — to get to where they say they want to go. It also gives people a sense of your unique view of the world.

So the next time someone asks you what you do and then they ask, “How do you do that?,” ditch your “elevator pitch.” Instead, weave your Core Client Process into the conversation as a framework for the outcomes that you help clients achieve.


*My good friend and colleague, Robert Middleton is a master of what he calls the “audio logo.” An audio logo is simply a single sentence that describes 1) who you serve, 2) what their problem is, and 3) how you help them. Robert helped me to overcome my allergy to marketing and sales. For a ridiculously low price of $29/month, I highly recommend that you check out his Marketing Fast Track program, where you can learn more about the audio logo.