7 Keys to Making $100,000 In the Next 100 Days Today I’m going to be doing three things with you. I’m going to prove to you that the biggest thing holding you back from making lots of money fast, is you. I’m going to show you how I and other rebellious marketers make money fast, in the clearest possible way I know how. I’m going to show you how you can do it in your business, or future business, so you can uncover hidden profits you never knew existed. I can say this with a great deal of confidence, simply because I‘ve witnessed not only myself but many of my clients who I coach in business achieve these sorts of results. In fact, only this week I received an email from a client who joined my programme about two years ago. He was a very good speaker. When I say speaker I mean that he was in the business of speaking, as he was a paid professional speaker. What he didn’t know how to do, was how to actually make money from the business of speaking. He sent me an email thanking me for what he has been able to achieve, and that email said that that particular month will be a “million dollar month”. Since then I can assure you that he has not only had in excess of $1,000,000 in a month, but he has even had $1,000,000 days. Two of my other clients, a couple who joined the programme probably around 2 ½ years ago, recently had a $2.6 million weekend. They came to me as struggling, hard working consultants. They were very good at it, but unfortunately money doesn’t have a conscience folks; it doesn’t care how good you are at what you do. The world simply doesn’t work that way. Money doesn’t care if you’re a bank robber, a good person, or a bad person; money doesn’t have a conscience. There are other ways you become attractive to money, and these have nothing to do with the whacking and the cracking and the thing that you do. They have everything to do with the marketing and the quality of your marketing. So, what these folks have been able to do, is to learn new systems. Better systems that produce a high probability of success. I will reveal some of these systems here, but more importantly I’m going to cover the “7 Keys to Making $100,000 in the Next 100 Days” to help you to change your mindset, and make you more attractive to money. I refer to these 7 Keys as a phenomenon, if you like. It is a phenomenon when you actually figure this stuff out and money starts flowing to you in the copious amounts that we have discussed here. I mean, most people can’t get their heads around making that sort of money. There are simple reasons for that, which I will go into in a moment. There is something else you need to know and that is, only 5% of the world’s population finish up with 95% of the world’s wealth. What that means, is that the vast majority of people listening to this are probably not going to enjoy the autonomy and success that I and my other rebellious marketers enjoy. Now, this particular statistic holds up in any environment, any group of people; whether it be parents at a P & C meeting, a group of doctors, it even applies to the members in my coaching programme, but the bar is set considerably higher. So when I say www.MalEmery.com that 5% finish up with the money, that 5% could really afford to buy and sell everybody else. The next 15 odd percent in that group should do okay as long as they don’t mess it up and do anything silly, although it’s not hard to do that these days and be parted from your hard earned money, now is it? The other 80%, well, they can barely afford to listen. Now there have been studies dating back to the 1950’s that prove this statistic to be true. A bunch of people were studied over a period of a long, long time and this is what was discovered over their lifetime: That 5% of that group had the dough and 95% didn’t. I think the average American retires with less than $5,000 in the bank. That’s not going to provide you with a very good lifestyle, folks, certainly not one that we have become accustomed to, or that you would like to become accustomed to. Let’s think about that. Now those studies were also done in about 2002 or 2003 and guess what? The statistic hasn’t changed, and that’s in spite of all the technology that is available to us today. And let’s face it, we have the Internet now, which is a marketing media breakthrough ‐ we’ve got credit cards, great roads, great banking systems, great postal systems, communications systems, we have libraries full of great information. Basically we have access to find out anything we wish to know. There really is no reason for that statistic not to have changed with all the information available at our fingertips. But there is one very good reason, and that is in spite of everything you can think of, with who knows, a Dan Kennedy, a Mal Emery or any other marketing guru you can think of, or anyone else telling you how to make money. In spite of all of these things there’s a good reason for that statistic not to have changed. And that is, you can’t change people’s behaviour. Now, I attempted to change people’s behaviour once and I nearly wiped myself out. It didn’t serve me and it didn’t serve them. One important thing I came to realize, is that you can’t teach pigs to sing. It upsets the pigs and you get covered in mud. So, I came to the conclusion that it is simply impossible to change people’s behaviour. That’s the bad news, now here’s the good news. The good news is that you have a choice: that is, you have a choice as to which group you belong to. Of course, that’s going to take awareness and today I’ll help create some of that, but then it’s going to take a decision. That means a decision on your part as to whether you need to get new information, or a mentor, or follow a certain programme, whatever it might be in order to duplicate and enjoy the sort of success that we enjoy. Then you must take the appropriate action to ensure that that actually happens. Of course, the vast majority of people don’t do anything and that’s not my fault either. So just to give you a little background on myself, at 22 or 23 years of age, something happened that appeared to be an obstacle, but it actually turned out to be the greatest opportunity that ever presented itself. What I have learnt in my lifetime, is that behind every obstacle is a bigger and greater opportunity for something better. I didn’t necessarily feel that way at the time, but certainly I put it off as unfinished business and understood that at some point in time there is some good that’s going to come out of what was happening. www.MalEmery.com Simply, I was fortunate enough to have a wife who believed in me long before I believed in myself. She told me that I could do this myself; that I don’t have to go and work for someone. So I went and knocked on the door of the local hardware store, which was owned by Owen McGrath and told him that I would like to create a hardware store like his. Now, Owen’s hardware store is what I call an extraordinary business because Owen has survived in spite of everything that has happened to the hardware industry ‐ that’s the multi‐
nationals all these years later. It’s those same things that attracted me to Owen then, that make him still attractive to money to this day and that is: if you wanted it, Owen had it ‐ it was somewhere in the rows of stuff stacked to the ceilings and only he could find it. Anyway, mentors being as they are, Owen didn’t hesitate to help me spend my mother’s $10,000. I borrowed ten grand from dear old Mum, and went about setting up a hardware store in an area called Swan View, about 20 minutes away from Owen. Essentially I welded up some fixtures and fittings, laid down some tiles and we opened for business. I sold that business 13 months later, for about $32,500 if I remember rightly, and I paid back dear old Mum, and still had $17,500 in the bank at 23 years of age. Now, let’s put this into perspective. My house at the time cost me $20,000, so by today’s standards that’s about $500,000 here in Western Australia. You can’t buy a house like I built for anything much under that today. That’s the reality. I figured out a way to pay off my house in 12 months. I then went and bought and sold many, many businesses continually, over and over using the same particular formula, which I then was able to define to the point that it’s highly predictable. That’s the same formula that I teach to my coaching clients today. Now, just by way of interest, I had a client here in Perth called Foot Wear Industries. They hired me when they were called Steel Blue Boots back in 1996, and they were dead set struggling to make a go of things. Needless to say a friend referred me to them and I was able to do some marketing for them for about 12 months. Now this particular company, a bunch of footballers essentially, got together and decided that the world needed another work boot. They put all their money, their futures and their marriages on the line (because I believe that the biggest reason marriages fail is due to money problems) in the vain hopes of making this company succeed. It costs a lot of money to build a business that manufactures work boots and they figured out how to do that, but what they didn’t figure out, was how to make a sale. Now, a few years on I received a testimonial from them that would bring a tear to your eye. It’s from Ross Fitzgerald, National Sales Manager for Foot Wear Industries, winner of the 2003 Telstra Award Small Business of the Year ‐ that’s the highest award they could win because they had over 100 employees. It states: “Back in 1996 our sales were okay, but we knew we had to something better in business. We knew we had to take our business to the next stage and we knew we needed to do www.MalEmery.com something different, but we couldn’t afford to wait years for it to just happen. We had to make it happen now. We built our business on Mal Emery’s marketing premise and now in 2004 our business has grown massively since then, in spite of the fact that we sell our boots for 40% more than our competitors.” So, what did I do? Well it went a bit like this. I arrived, or, the guru arrived, at Foot Wear Industries Blue Steel Boots and there were all the owners, the directors, the salespeople, the graphic artist, all sitting around the table. The first thing I did was to I ask them, why I should buy their work boots? And the sort of reply I got, was that they make great work boots... Now, that’s pretty much what anyone would say to me in any industry. Like if you own a beauty salon you would say that you do good facials, or that you’re good at what you do and your service is great. That’s what everyone says, but that’s what I call plain, ordinary vanilla. Boring, vanilla ice cream, if you like. No one’s pants are going to catch on fire. It’s not going to impress anybody and clearly that was the case because these guys were struggling. So I proceeded to ask them to tell me why else should I buy their work boots? They were sort of stunned and couldn’t figure out why I was pushing the point. So I asked them next to tell me about their clients’ fears, wants, frustrations, desires and needs. With that, they said that their client’s biggest frustration is comfort. I would have thought that that was a fair thing to expect; if you bought a pair of work boots it was paramount that they actually were comfortable and it turned out that these guys put a fair amount of time and effort into making their boots comfortable. I asked what else? They said the boots don’t fall apart. Again, I would have thought that would have been pretty fair. Right on the spot there and then I told them that I know what they needed to do. They looked at me in wonder as I told them all they had to do was to guarantee the quality and the workmanship of their work boot, for life. They had trouble grasping this concept, and actually almost fell on the floor in shock. I told them, look fellows, I know what you’re thinking. But first answer this question for me: what happens when someone returns a boot they’re not happy with? The store man said to me that they either fix it or replace it. I asked them how many of those do they get back a month? He said about 5 or 6, it might have been a week, I can’t recall as it was a fair while ago, in fact 1996. So all I was asking them to do, is probably what you’re required to do by law anyway, in fact, but I asked them to tell a story about it. So that story went on the work boots, the graphic artist designed some stuff to go on the boots like a rosette telling the story, the boxes told the story and essentially it went to the marketplace with this wonderful guarantee. That’s called positioning yourself in your industry. Most people don’t position themselves at all in any way, shape or form. For example, “When it absolutely has to be there overnight, Fed Ex it”. Now Federal Express get away with charging three times the rate of United States Postal Service by making that promise. Of course, they don’t promise to move a shipping container overnight, they only promise to move a box that’s about 15 kgs, but they use a fantastic tracking system and today www.MalEmery.com that’s what they do and that’s the marketplace. They’re there for the secretary who has to get something sent overnight, but who doesn’t pay the bills. Another one is “Piping hot pizza to your door in 30 minutes or it’s free”. Were they delivering pizzas? Yes, Domino’s and other companies were already delivering in those days, but it was Tom Monahan who created the promise that reshaped the pizza industry forever. He, of course, has gone on to be Domino’s Pizza and pretty much if you say the word pizza, Domino’s is going to come up every time. That’s the sort of impact a promise to your marketplace can have, and I’ve shown you just by way of case study here, for you to get some handle on how simple it can be to become enormously successful. It’s true to say I bought quite a few businesses, somewhere probably in excess of 25 to 30 these days. So you can look upon me and my coaching programme, by the way the highest earning that I’m aware of in this country, to help you do the same thing. Some of my clients pay me between $50,000 to $80,000 a year to personally step in and prescribe remedies for their businesses, while about 60 to 70 clients pay me somewhere between $20,000 and $30,000 a year every year to coach them in business. They are in industry after industry, category after category. The minimum fee is $5,000 per year and I would say that we’re fast approaching 200 clients now – I can’t handle many more than that. So that’s good for you to know because what that means is, everything I’m going to share with you, I’ve actually done myself. If I haven’t done it for myself I’ve done it for, or with my clients. So you know it’s working today in the real world and not sometime years ago in the past where it is no longer applicable today. After all, it’s a lot easier to write a book folks, than it is to actually do it yourself. So that’s important for you to know. I’ve actually lived it. The interesting thing about this information is that I’ve been dispensing it for years. I’ve found that you have to be the right person at the right time with the right information for this to mean anything to you. Generally that means you need to be in some degree of pain or struggle. That seems to be the way it is. So maybe this has been a stepping stone, or maybe this has been the best opportunity you’ve ever had by actually reading this, because you are in some degree of pain and the time is right for you. You are the right person at the right time with the right information, right now. Don’t be surprised by that. My daughter is a really successful individual with her own franchise business about to be launched, but years ago I remember buying her somebody else’s marketing pack. It cost me about $2,000 US and believe it or not, it was for her birthday. It was the best present I ever bought her. Now, the interesting thing about that is she put the CDs on in the car, rang me up and said to me “Dad, this is your crap, but it’s really good”. The information had simply fallen on deaf ears until she heard it from someone else. So maybe this is the right time for you. Maybe you’re hearing it right now and maybe it’s the right time. Who www.MalEmery.com knows? I’m hoping it is. Certainly I’m not going to lose any sleep over it and certainly it’s not going to change my life, but it certainly might just change yours. So let’s talk about money. I mentioned before that 5% of people end up with the dough, while the vast majority don’t, and nothing has changed about this in the last 50 years because you can’t change people’s behaviour. First of all, there are three really good reasons why you should want to be rich, or financially enlightened. The first is the lifestyle. You’re not a saint folks for being broke. Broke isn’t better. Clearly I travel business class most times when I can get it and frankly I would much rather do that because I can afford it. Now another thing about money is, I actually hold a belief that it’s your duty to be rich. Otherwise you can’t help others who will never have the same opportunities as yourself either and you’re not much good to anyone else around you. Who you become is another interesting thing. Most of my clients have morphed and changed into something else once they’ve created wealth. So it’s all about who you need to become, not who you are right now. The issue of money being considered an evil, bad thing, and that you have to rip people off to get it or whatever – that’s totally untrue. Getting rich quick may have a bad name in some areas, but have you ever tried to get rich quick compared to get rich slow? There is no comparison, none whatsoever. It’s formulaic and no one is getting ripped off in this process. It is simply about massive exposure, or at least exposure to sufficient numbers of people, getting enough people behind you supporting you, standing out in your marketplace above your competitors… call it manipulation if you like. We’re all being manipulated every minute of every day by the marketing we see, and depending on whose book you read some say we are confronted by around 3,000 pieces of marketing each day. Well considering the amount of advertising that you can see on some of the roads you’re inclined to drive down, or TV stations you’re inclined to tune in to, or radio stations you listen to etc, it’s not hard to believe that it would be about that number. You are being manipulated whether you like it or not. I prefer to refer to it as negotiation. You’re negotiating to get the client to choose you as opposed to your competitors. After all, I don’t see a lot of people in Australia doing a lousy job with their products and services, but I do see a lot of people struggling to bank the money. By the way, when you go down to the bank on Friday to do your banking, the teller doesn’t ask you how hard you worked for it, do they? I had a client who sent me an email the other day, telling me that he had had a $256,000 fortnight. This was a new phenomenon to this gentleman and he hadn’t achieved that sort of result ever before. In fact, his best year prior to that was $100,000. So you just have to understand some of these things that I’m going to try to share with you. By the way, myself and my coaching members, are not 100 times smarter then anybody else. There is just a bunch of things that we get right. I call it the Circle of Success ‐ if you can imagine a cake in front of you, and you cut out 10% of that cake, that 10% is what I’m good at. www.MalEmery.com One of those things, of course, is marketing and the other is copywriting. That’s the ability to write compelling words on paper. Copywriting is the most powerful money making secret I’ve ever learned. It gives you the ability to persuade clients to choose you simply by writing down compelling words on paper. Now let’s discuss your wealth strategy. Money is made mentally before it’s collected physically. What that means, is that you essentially have to have the mental understanding of money before you become attractive to it. Everyone has what I call a money blueprint. They also have a happiness blueprint and a relationship blueprint, and maybe you can relate to that. I’ll bet that you know some people who are continually happy, and I bet you know just the opposite sort of people as well. You don’t dare ask them how they’re feeling today because about two hours later you’ll have heard enough reasons why today is a lousy day, to leave even yourself depressed! So in the same way that you have a happiness blueprint, you also have this money blueprint. A lot of it is formed when you’re young. It is affected by what you were exposed to; what you heard, what you saw and what you experienced when you were young. So if, for example, someone, such as your parents for example, told you that money doesn’t grow on trees, money is a bad thing, if you need some money make sure you ask your father etc… Now what’s that saying to women? That’s saying you’ll never be any good at making money yourself, so you need a man to control the money and you need to ask him for money all the time. So clearly we are all exposed to various sorts of programming as we’re growing up, and it’s this programming that often shapes our future. At the same time, I believe you have a choice. There’s what I call the movie and the game. By buying into that concept you really have bought the story. Now it has become reality to you ‐ it becomes real to you and you believe it. But it is only a story, a story you’re making up. You have a choice whether you’re going to buy into it, that is to be in the movie, or you have a choice to stop and decide that’s not the way it is and not the way it’s going to be. In life you can find plenty of demonstrations and examples of people who have decided that they want something more out of life than they have achieved so far, and have been capable of changing things for themselves. Personally, I do everything I can to be more and more successful. In fact, everything I can do to be successful quickly. So watch out for your money blueprint, that’s the thing you need to decide to change and not just accept as is. In his Ultimate Success Formula, according to Jim Rohn people don’t take action because of their fear of failure. Basically, taking action won’t kill you. What I prefer to say, is fail often and cheap. I suspect entrepreneurs like myself fail more often than most people. We don’t fail with the point that it costs us a lot of money, but we use a system to achieve the highest probability of success. So we fail often and cheap, and folks, it doesn’t kill you. There’s more danger in not trying things, in not getting a result, in not knowing what to do next. So what happens when you do fail, is that you get feedback and that allows you to change the way you do things. You can alter the results you get, simply by testing and www.MalEmery.com measuring what works fast, often and cheap. Then you adjust, you make corrections to improve what you’re doing in order to change the result. Success, by the way folks, I believe to be a mechanical process. There are a bunch of steps you need to take to become successful. The thing that is holding you back ‐ the thing that holds most people back ‐ is your own bull dust. I mean, quite honestly the worst thing about the coaching industry is the clients. They figure out ways to mess anything up, and so can you. If you want to figure out why I’m wrong in whatever I may tell you, then you’ll be right. In 12 months time you’ll be right. But more than likely, you’ll also still be in the same situation that you are in now. So instead of trying to figure out why I’m wrong, instead just listen to what I have to say and try to figure out how it might work for you. Of course there are a lot of ways to skin a cat, and there are a lot of ways to be right. What I’m presenting to you is what is, and has been right for me. Hopefully you will be able to draw your own conclusions and try to figure out what things are right for you. Key #1 – Pay Once, Cry Once Why can’t most people get their heads around $100,000 in 100 days? There’s a good reason for the majority’s limited type of thinking. Most workers, for example, are paid by the hour, the week or the month. Taxes are paid by the year, most bills are charged monthly or quarterly. Most people fall into the trap of equating money with time and effort. This way of thinking is the main difference between the masses and successful people. Successful people are always prepared to exchange money for time, and will pay for something that will get them what they need and want faster ‐ such as paying an expert, getting the right technology, having the right information. Actually buying what they need to get there faster, by exchanging money for someone else’s time. Our most valuable asset is time, and it’s the one thing we all have equal amounts of in this world no matter what our situation is. But successful people have learnt how to harness time by paying for someone else to do what they need to achieve, to get it done faster. If money is a problem, I believe in paying once and crying once. I, myself have done it often, folks, I’ve hopped on the planes, I’ve traveled for 26 hours or more and paid tens of thousands of dollars to learn something, so I can come back home and apply what I’ve learned. So pay once, cry once. The fact is, there are two ways to get an education. The first is via the ‘School of Hard Knocks’, where the tuition comes at great expense and consumes much time that you will never get back! Today, in a world where information is so readily available, only a fool would choose such a long, arduous path, laden with death traps to kill dreams and eliminate fortunes. Of those who enter, few will graduate, because the price and the sacrifice required are just too high. www.MalEmery.com Fortunately there is a second, easier way. The ‘School of Prior Learning’. The only people who are qualified to teach at this institution are those who have paved the way themselves, in the endeavour of their choice whatever that may be. No matter the cost, it always costs less in the long run to learn from the right teachers. Entrepreneurs know that the quickest and easiest way to avoid failure, and to get where you want to be at breakneck speed, is to choose and listen to the best mentors. It makes perfect sense because they’ve often taken 20 years to learn what it is they will teach you in 20 minutes. The great thing about most of these teachers is that they are usually only too happy to teach you what they have learned. I suppose one of the most famous stories ‐ and there are many ‐ is share trading billionaire Warren Buffet. Buffet, at the age of 19 years old while living in Nebraska, read a book by Benjamin Graham called “The Intelligent Investor”. Buffet was so impressed that he left Nebraska and enrolled in Benjamin Graham’s course at Columbia University in New York. He subsequently asked Benjamin Graham on 3 separate occasions over 2 years if he would become his mentor. Benjamin eventually agreed, and 2 years later in 1955, Warren Buffet returned to Nebraska and bought the house he lives in today. The truth is, he wouldn’t be the $30 Billion Man without having had those two years of mentoring. What Warren learnt was a system that makes money, and as W. Edwards Deming said, “95% of failure is the failure to follow a proven system.” I personally put my money where my mouth is, and my budget for my own personal tuition often exceeds about $50,000 per year. This amount is personally spent by me on seminars, products, consultants and tuition to obtain the information and knowledge that I need. Understand that you are going to pay for your education one way or another. The difference in price will either be the amount of money you are willing to spend, or the amount of money you are willing to risk losing. Personally, I prefer to work by the motto ‘pay once, cry once’. Because in my experience, the more I learn and the harder I work, the more it comes back to me and the ‘luckier’ I get. But let me make this distinction – there is a big difference between those who are willing to teach and those who are qualified to teach. It’s your responsibility to make the distinction. Be sure to constantly be on your guard and ask yourself to whom am I listening? What makes them qualified to teach me? Actually, everyone ‘models’ all the time. The trouble is, when it comes to modeling, we have a tendency to model whoever is handy or close to us, rather than looking for the best. Or www.MalEmery.com we go and model (or take advice from) certain people simply because that’s what everyone else is doing, or seems to be doing. This is often a BIG mistake. With my Platinum Mastermind Coaching Programme, I frequently have highly knowledgeable, outrageously successful, even world renowned personalities participating in interviews on my monthly conference calls. Each time I have one of these sages lined up for a call I notify all my members and invite them to submit any questions they may have. After all, the best questions receive the best answers. For those members who are really serious, the opportunity to grill people who are authorities on the very things they need to know is critical to their success. So paying once and crying once is the first Key, and one that you simply must get your head around if you are serious about becoming successful. Key #2 – Become an Extraordinary Business I think it was Earl Nightingale who said something along the lines of, “If you can’t find a model for success, do the opposite of everyone in your industry or niche and you’ll be more successful than most.” Now, if you want normal results you cannot adhere to what I call normal convention. Take, for example, a chiropractor. A chiropractor does about 5 years of chiropractic schooling and comes out a chiropractor. But guess how long was spent on learning marketing and sales during those 5 years? Learning how to get a client and how to actually make money to pay the bills? Absolutely zero. So what our poor old chiropractor friend does is, he comes out of chiropractic school, looks around at all the other so‐called successful chiropractors and copies them. Can you imagine what kind of results he’s going to get from that? I’ll give you a hint: the same as everyone else. Now, what I know about the wellness industry is that they’re a nice bunch of people. They’re all trying to help people and save peoples’ lives, but unfortunately they struggle immensely when it comes to the money. However, there are probably about 5% in that industry who are doing really well. So, you need to choose your mentors very carefully, but also basically what I’m saying is to be careful of institutionalized thinking and institutionalized marketing. What ends up happening is, industry after industry ‐ like the car industry, the real estate industry, the beauty salon industry, any you can think of – people look at what everyone else is doing, and just do the same! Ultimately they just end up getting dumber and dumber and dumber… In any case you can think of, the majority are wrong. They’re either too late behind the emerging trends, opportunities and threats, or they’re just plain wrong. After all, 5% of the people finish up in the money. www.MalEmery.com The truth is, the norms of your industry are created and put in place by the average mediocre of your industry. In other words, they believe in the Ladder of Success. They believe that you can’t leap frog that ladder, but that you must go through some step by step process to become successful. However they’re totally wrong ‐ as my coaching members soon realize, there is no ladder of success. It is actually possible to leap frog steps in the ladder and become the most successful in your field very quickly. My daughter is a classic; she is leap frogging in her industry right now. She’s able to do this because it’s all about knowledge, action and awareness. I mean, there would be no industry that I would choose to go in to, that I didn’t believe I could dominate, or get very close to dominating. This is because straight away I will raise my level of skill and knowledge in whatever field I choose to go in, even though I might have known nothing about the industry 5 minutes earlier. I am certain to become successful because I apply a particular process to becoming the best. It is simply a process that I follow, that has a high probability of success. By the way, I’ll comment here that I have never had an original idea in my life – it’s just too dangerous. I’d rather be a rich modeler than a broke original thinker any day, and quite frankly in my opinion and experience that’s the only way to go. Another other thing I would like to add, is that the list of things that I’m bad at is longer than the list of things that I’m good at. But I have managed to become really, really good on the money stuff. It’s what I call the dance of money, and by the way folks, it’s the only dance I do. You don’t want to see me attempt any other dance. A big mistake that many people make is to wait for their ducks to all line up in a row ‐ waiting to have the resources, the time, the money, the skill, the people etc, all ready and waiting before ever taking any action. But the sad truth is that your ducks will never line up, folks. Basically, you’ve got all the resources you need right now. All you need to be, is resourceful. Most of us know of somebody who arrived in this town or this country from overseas, with pretty much just a gold chain or two and not much else. But years and years later that same person will have become a millionaire, and remain a millionaire to this day even though they didn’t arrive in this country with very much at all. What they had was resourcefulness. It’s not about resources, so stop thinking about what you have, and rather think of terms with what you can make do with. The truth is, you have everything you need right now. All the information, all the money, all the knowledge, all the people: everything you need, to do what you need to do right now. All it takes from you to become successful, is action. Key #3 – Writing Compelling Words on Paper Key #3 is all about the ability to attract sufficient clients to do business with you, as opposed to your competitors. There is nothing that multiplies and leverages a business’ profits more than the mastery of marketing and promotion. The most powerful money making skill a business owner can master, is the ability to write compelling copy. www.MalEmery.com There’s a formula that I use which is: Identify the problem, aggravate the problem, solve the problem, prove you can solve the problem, call to action. It’s a very simple formula that never lets me down and it’s what I use in every single media. Imagine, for example, you own a cellulite clinic. First, identify the problem your clients face: Well, imagine you’re a lady with cellulite and you’ve been suffering from it for years in silence. You get undressed in the dark, you don’t let your husband see you, you haven’t looked at yourself in a mirror for years, you don’t go down the beach anymore and haven’t for some time and if you do, you cover up. Essentially, it bothers you and affects your life negatively. Now, needless to say, to aggravate the problem further (and I don’t say this sarcastically but it’s interesting enough let’s face it), your hubby might find someone who hasn’t got it and might leave you for them. Who knows? Maybe that’s sufficient aggravation and maybe you’re even wanting him to leave. What do I know? Anyway, next, solve the problem: Well, here’s this incredible treatment from France that seems to melt cellulite away for almost anybody that uses it and 100,000 treatments per day are done in the world. So there’s enormous proof and a preponderance of what’s called social proof. The number 1 barrier to business today, folks, is lack of trust. It’s invisible and so you have to do everything you can by use of testimonials and case studies, to give proof that what you say is true. The biggest challenge you will face in advertising, is getting your prospects to believe you! But it’s actually not as hard as you might imagine, if you follow my methods. You can do it with testimonials, with endorsements, sworn statements, before and after photos, scientific data etc, all quite simple and effective. Last, and most important of all is your call to action. People need a compelling “call to action” to make them rush out and buy… now! An example could be “call now to make an appointment for a free assessment of your cellulite (normally valued at $167) but yours FREE if you’re one of the first 7 to call in the next 10 days”. That’s a call to action. Create a sense of urgency with bonus offers which expire, incentives for fast response, or discounts. So the language you use when communicating with your market, whether it be over the phone, in your sales copy, your newsletter, in networking situations and so on, should be of scarcity – of the limited supply of what you have to offer versus the overwhelming demand. It should become a habit, ingrained deep into your pores, so you automatically think and behave this way. This way, you can count how many orders or inquiries you get. Tests prove that you will see dramatic differences in your bottom line profits when you use these types of compelling words. Key #4 – The Giant Revelation www.MalEmery.com You must have an affordable, reliable, predictable and efficient system for attracting an abundance of clients, quality clients, I should say, and prospects any time you like. Well that cellulite example I just explained to you, is one that I actually created for a business. The owner of that business unfortunately became sick and so we had to turn the marketing tap off. However later on, after a new manageress was brought in to control the same business some months later, we turned the tap back on. And on both occasions this has been able to fill the business up with clients. So that’s what is missing from most businesses – an actual affordable, reliable and predictable system. A marketing system. The famous bank robber Willie Sutton was once asked, why do you keep robbing banks Willie? Apparently he replied that it was because that’s where the money is. Folks, in business, the money is in the marketing system, NOT in the whacking and the cracking and the treatments that you perform. It doesn’t matter whether you are in the business of selling shoes, cars, beauty salon services or landscaping. It doesn’t matter whether you sell a hard product like computers or a soft service like consulting. You really are in the business of marketing. Well, that is how you should be thinking about your business anyway. It is this mindset that will take you to the next level and make you more successful than you ever imagined. If you’re serious and want to transform your existing business into an extraordinary business then you need to have an open mind about this. Does this mean that you change your thinking in regards to delivering the best service and the best products? No, absolutely not. You still need to strive to be the best at what you do. Any good and strong business that is thriving will always be built not only on that principle – good service and good products, but will also have an excellent marketing system. Until you can grasp your role as marketer of your business you will never make the kind of money that is possible from your business. Ask yourself a question: Why are some businesses more successful than others? There is no apparent difference between them. Are they smarter than you? Do they do it better than you? Do they know more than you? Probably not! No. They have simply grasped the concept that the serious money is not so much in doing the business; the serious money is in the marketing of the business. The person who markets the best… WINS! Key # 5 – The Money is in the Herd One of the major reasons a business exists and how you value a business is based on its herd, or list of clients. So what you must be doing in your business as quickly as possible is www.MalEmery.com building your list of clients as fast as you possibly can so they will actually know and choose you as opposed to anybody else in your category. Understand that your list of clients is your most valuable asset, even though it doesn’t appear on an accountant’s statement. What’s more important is your relationship with that group. For example, today, thanks to creating a business out of thin air some 15 years ago and getting a list of clients by running ads all over this country, I continue to be fed in very comfortable style. So it’s your list of clients which really counts, no matter what business you’re in. I had a client, Liz Morris, who owned a gift shop in Western Australia, and one time I told her to get the names and addresses of her clients or prospects. She wasn’t sure how to go about it, so I suggested that she ran a competition, giving away a trip to Hawaii, since I had done that myself some years ago to great effect. I found out that her average sale price was about $30, and so I told her to give away entries to the competition to anyone who spent over $50. Well luckily she actually followed my advice, and I received one of those wonderful phone calls which coaches love – Liz phoned me raving about how beautiful a sight it was, watching people walking around her shop trying to figure out how to spend more money. Isn’t that fantastic folks? Beautiful. By making use of a competition to get her client’s names, and maybe a few more details like their child’s birthday, or their partner’s or spouse’s birthday, and an email address, Liz was then able to communicate with them and send out details for special offers during those celebratory times. So the power of the herd is paramount, absolutely paramount folks. If you haven't already, start gathering a herd. A list of customers, clients and prospects who are receptive to your message. And as the word herd implies, look after and nurture them. An important money lesson I've learned over the years is the IDEA that you can send the bill to the herd, or your list of clients. The late John Lennon is quoted as saying "I'm going to sit right down and write myself a swimming pool". What he meant by that was that he was going to go and write a song that would make him millions of dollars, which he could then use to buy a swimming pool for his family. In reality, Lennon was SO good at what he did – writing songs… That he could virtually open the money vault anytime he wanted. That's the same level of proficiency anyone hoping to make money needs to attain. Frankly, for most of us, writing a song isn't part of it. But being an "expert" at marketing and sales is. So you need to put yourself in a position where you own and control the attention of a sufficient number of clients, customers, patients or prospects who will give you money each time you run a promotion, or offer them a product, event, service, joint venture, or whatever. www.MalEmery.com In this way, regardless of what it is you want, or have to pay for, YOU JUST SEND THE BILL TO THE HERD. Dan Kennedy maintains with his divorce a few years ago and loss of something like half his wealth, that what he intended to do was to send the bill to his herd. Which, of course, he was able to do with great success. One night as I watched the Australia Day fireworks in Perth, from the comfort of the Bluewater Restaurant in Applecross, my good friend and client Steven Gillespie told me how in the last year or so he'd taken a swag of money out of his business (most business owners never figure out how to do that) by taking in 2 partners who bought a share each. This of course reduced Steve's income but not for very long. Steve simply went back to the herd, cranked up his marketing and I suspect without getting into numbers, is pretty close to replacing the income he sold. The biggest mistake you can make as a business owner is not having a herd, or a method of creating one. The biggest sin of any business owner is having a herd and doing little or nothing with it. As the media we use becomes more and more regulated, due to in some part our own inability to self‐regulate, and due to public outcry caused by the media hype reported against the delivery of non‐permission marketing, dark clouds are descending. Unfortunately the public, the buyers, the prospects that you and I sell to have become more and more sensitive to unsolicited material and have in fact used a broad brush and adopted a view that would interpret virtually any message they receive as SPAM (junk mail, broadcast fax, voice broadcast etc) In some cases, even when you have had their permission to send it to them! As we quickly become less and less tolerant to the unsolicited marketing message, the need to gather the herd has NEVER been more URGENT. After all, any time you want to buy yourself a toy, pay off a hefty loan, go on a holiday, you can get yourself into a position where you can just go to the herd with a bucket, or a truck, and ask them to pay for it. So if you haven’t been gathering your herd yet, my advice is to get started immediately! Key # 6 – Profitable Business Success Formula Now this particular formula, you will not see this on any accountant’s formula for making money, nor anywhere else for that matter. But this formula is the most important profitable business success formula you will ever see or hear of. So what I would like you to do for me right now, is to draw a circle on the page in front of you, and then draw a line through that circle. On one side write the word psychology and on the other side write mathematics. Now, math is what you make when you sell your product. For example that cellulite treatment that I referred to earlier on, the average client spent approximately $3,000 per treatment. The treatments ranged from $2,000 to $4,000 but the average was about $3,000. www.MalEmery.com The ads we ran to get clients to call us actually cost $2,000, and in this case from the very first ad we ran, 3 people booked and made an appointment the next day, with 100 more people requesting a free report or going to our website to actually see that free report about how to do something about cellulite. So the math was one sale and we paid for our ad and made money. The psychology of the free report is to identify the problem, aggravate it, solve the problem, prove we can do it, then give a call to action. It is usually about 5, 6, 7, or maybe 8 pages for something like a cellulite business to convince the client to try them out. Now, as I have said 100 people came from the very first ad and some of them weren’t ready to buy right now, but 3 were. The first 3 people who came in the next morning after the ad ran, had read the free report ‐ that big long free report that no one reads… well, I assure you they do read it if they’re interested enough! They don’t read it if they’re not and those people will likely never be clients anyway. But we’re able to get into their psyche at this point in time, and then market to them via their email address and their address captured by a 1800 number for life, or until they die, or cure their cellulite, or do nothing about it… and that’s the key. This way, by being able to market to them over and over again we get to collect something like 15 to 18 percent of people who will buy from us over a sequence of mailings or email. Competitors, of course, do what I call one shot advertising. That is, they’re advertising and marketing victims. They rely upon their ad running the day you’re ready to do something about it. Well good luck folks, it’s highly unlikely to actually happen. You can’t substitute great marketing for bad math. Let’s say your marketing was sensational but you made a poor amount of profit. You cannot substitute volume through great marketing, if the math is wrong. You’re always going to struggle and go broke, you just don’t know when. You can’t substitute good math with bad psychology. In other words, if you make a lot of money like the cellulite treatment but you don’t know how to get the clients, you’re still in awful trouble. The awesome power of the niche: the riches are in the niches. Now if for example we take that cellulite business again, what niche is that? Well that’s the health and beauty niche. How big is that? Well it’s infinite almost but you could easily say that particular niche is an inch wide (cellulite within the health and beauty niche), but it s a mile deep. By that I mean tons of women suffer from it and plenty enough would like to do something about it. So here’s what you have to plan to be. You must plan to be a big fish in a small pond. Is there a unique niche you, yourself, can fill in the same way? Something you can tell your prospective customer or client that you do, or provide that the “big boys” don’t, even can’t, because of their size? As an example, despite the fact that another car rental company dominated the market at the time, Avis once adopted the slogan “We try harder!” which worked for them! What you need to be looking out for is what I call an inch wide – mile deep “niche” market. Once you work this out, when you choose a very specific, tight group or market to speak with, you can become much more targeted and focused. We don’t ever want to try and communicate with everyone at once. www.MalEmery.com For example – in the field of “Health” which is a huge market, your target group needs to be much more specific… are you targeting ‘irritable bowel’, ‘back pain’, or ‘cellulite’? When you communicate with one group at a time – your target market – we call this “niche marketing”, and this is the total opposite of what most people do. Most people mass market, and try to appeal to everyone at once. So why is finding your niche so important? Because people are emotional beings. We make our buying decisions from our emotions and rarely from logic. When we market to a specific niche we can tap into the thing that keeps your prospect awake at night. We can find the problem and give them the solution. So targeting a niche market allows us to focus like an exocet missile on what our market wants. And if we promise to deliver the exact benefits that your target market is looking for, there will be an exact message to market match. The aim is to find a need and fill it, identify a problem and solve it… In other words, sell what people want to buy. Let me give you an example; say we have a client who has a snoring problem. He shares this problem with his wife, of course, as she gets even less sleep than he does. These people are suffering because of this problem… they are in some kind of PAIN! It just so happens that this person bought a marketing package from me with the intention of starting a home based business. In simple terms, one night unable to sleep, he switches on his computer, desperate to find help with the snoring that keep them both awake. He types ‘snoring’ into the search engines, and the result is that he finds a product, which ultimately becomes the product he successfully sells from his home based business, as a joint venture! Well folks this is a true story, and the happy ending is that 2 years on, this business was sold as a successful home based business for close to six figures. What he did was simple! He identified a problem that an ENORMOUS amount of people suffer from and he offered them a solution! Marketing to a niche market works. Key # 7 – The Universal Law of Leverage The biggest difference between the people who have money and the people who don’t, is the ability to work smarter, not harder. The ability to get more done and deliver more value to more people, and make more money with less time and effort. It’s the ability to replace yourself as much as possible. So, simply what I mean here, or at least what Archimedes said was: ”Give me a lever long enough and strong enough and I’ll move the world”. In this he’s 100% right. Most people however never ever utilize leverage. www.MalEmery.com When you write a great marketing piece, it gives you immense leverage. I think it was the great Gary Halbert, the late great Gary Halbert who said, “To get rich all you need is one great sales or marketing letter”. And that’s a pretty honest and true comment when it comes down to it. I myself have written a sales letter, is was the second one I ever wrote and was 32 pages, and no one was going to read it, but it has brought in about $5 million for me these days and I wrote it quite a few years ago. So learning that skill can certainly make you awfully rich, and I don’t know anything that can reward you any more than the ability to write compelling words on paper. But certainly with the use of leverage, we’re constantly thinking about how we can do more with less. There are all different types of leverage and your list will differ from mine. There’s mastery of marketing and promotion leverage. That is, we can write a Yellow Pages ad or change a Yellow Pages ad that gets just a few calls and we can get 1,100%, 700% increases simply by knowing how to write that ad so that it works a lot better. Now that’s leverage, because the ad still costs the same no matter what words we put in that space. So it’s having that skill that is so important. There is a continual learning that’s probably one of the best forms of leverage you can ever use and that is, learning more and more information and applying it from experts, taking mentors, utilizing other people’s talents, skills, knowledge, celebrity status and resources. Everyone in my office does their job better than I can do their job. Every single one of them is better at what they do than I would ever be. It’s what I call lesser mortal stuff that they do. God bless them. I’m glad they do it, I’m glad they have their work for a wage. But it’s what I call a $10 problem. I’m being sarcastic there and it’s really a $30 problem probably. But still very small change for me. So thank God they do their jobs so well. There are other forms of leverage also like managing your time more effectively. I’m enormously effective and disciplined about how I manage my time. The vast percentage of people waste half of their day or more. It takes them until 9:30 am to have their breakfast and scratch their bum and go to the toilet and get started. I never take long to get started in the morning. For example I refuse to open or read emails. My staff do that. I will not allow my emails to control my life. That’s not the way to start the day. The way to start the day is by being proactive. With advances in technology, I’m pretty quick to buy the new stuff for my staff. All they need to do is convince me that it will help us and I understand the value of new technology. Fully utilizing the power of the media: I talk about breakthroughs in business and I talk about the three breakthroughs you can have. One is product and that’s what most people try and do. They try to invent a new mouse trap. Well good luck folks, the stats say that something like only 10 mouse traps have ever gone to the market and made any money. All the rest who tried to invent better mouse traps, it pretty much ended with disasters. So a better product is a valid breakthrough but it’s also the most time consuming, the costliest and the most dangerous. www.MalEmery.com Marketing: that’s the most important thing. We look for a gap and an opportunity in the market. We apply the science of marketing to any product or service that’s lacking, and that’s how we win hands down. There’s one other breakthrough and that’s media ‐ the Internet is a media. The Internet has represented an incredible opportunity for normal, well, it doesn’t matter what colour or creed you are, or what age you are, pretty much if you know how to use the power of the Internet you can be enormously successful and that’s fantastic leverage. But we like to win in every media and the tool we use is Emotional Direct Response Marketing. That’s the thing that sets us apart from everybody else in our category. That’s what we use, and that’s how we attract more clients than we can possibly cope with. Folks, I would like to say here that I believe in a word and it’s a rather bold statement that I’ve got the meaning of life. But the meaning of life to me is summed up in one word. That is, the word DECIDE. Now clearly you’re reading this, and what you need to do now is decide what action you’re going to take having listened to and heard this information. I hope you’ve been sufficiently motivated to decide to pick up the phone and give us a call, maybe come to one of our seminars, get involved with us or maybe some of our people who are involved in the business. So I’m looking forward to working with you in the future. Now I just want to recap on those 7 Keys and how you can use them to make $100,000 in 100 Days… First and foremost, Key #1 is that money is made mentally before it’s collected physically. So you have to be mentally tuned folks. Key #2 is that you need a new paradigm. I think it was Einstein who said the level of thinking that got you where you are today, cannot be the level of thinking that you need to use to get you to where you want to go in the future. So that isn’t verbatim folks but it was pretty much like that. What he simply is saying is that you need new information. You need a new filing cabinet. In my head under Marketing, there are countless sections labeled category after category. When it comes to marketing, I have this massive filing cabinet and that’s the filing cabinet I go to anytime it comes to a marketing question. That’s why I’ve become particularly efficient at that, simply because I figured out that’s where the money is. So that’s where you need a new paradigm also folks. Key #3 is you have to write killer copy in advertising. In other words, the most powerful money making secret on the planet for business owners is the ability to write compelling words, words that attract clients, and get them to choose you above everybody else in your category. Key #4 is the Giant Revelation, that you must have an affordable, reliable, predictable, efficient system for attracting an abundance of quality clients and prospects any time you like. So you can turn the marketing tap on and off when it suits you. www.MalEmery.com Key #5 is resources versus resourcefulness. You have all the resources you need right now. Key #6 psychology and math, the most profitable money making formula on the planet. You can’t substitute great marketing for bad math. You can’t substitute bad math for great psychology. It’s all about folks putting yourself in a position where it’s hard to lose and I call this a high probability of success. Finally, Key #7 is the universal law of leverage, that is, applying leverage to everything you do. The biggest difference between people who have money and people who don’t is the ability to use leverage in every form of what they do, and in business in particular, great leverage is great marketing, great leverage is great copywriting, and of course, you have to figure out what sort of leverage you want to apply. So folks, thanks for reading. I promise you, that if you use these Keys that I and my coaching members use them to create the sort of wealth I’ve talked about here, they are highly predictable. If you use them as I’ve described them here, I can’t guarantee it, but there’s no reason why they shouldn’t work for you too. So thanks for reading I hope you enjoyed it. But more importantly I hope you will now TAKE ACTION and start using these Keys for yourself! Bye for now! www.MalEmery.com