ExpertsAcademy 2 Blueprint

Millionaire Training for The New Class of Experts:
Authors, Speakers, Coaches, Seminar Leaders,

and Online Information Marketers
Expert:
A person with a high degree of skill in
or knowledge of a certain subject;
A credible authority who defines what to
pay attention to, what things mean, how
things work, and how things might turn out.
An informed person who gets PAID
for their insight YOU!
www.ExpertsAcademy.com
Copyright 2008-2010 The Burchard Group LLC.
All rights reserved.
This resource guide contains proprietary content and must not be duplicated or distributed without written permission.
No portion of this material may be shared or reproduced in any manner under any circumstance whatsoever without advance
written permission from The Burchard Group LLC.
For permissions requests, contact:
The Burchard Group LLC
2065 NW Miller Road #102
Portland, OR 97229
Phone: 1-800-816-8528
Fax: 1-512-692-2775
Legal and Earnings Disclaimer
No portion of this material is intended to offer legal, professional, personal or financial advice. The information contained herein
cannot replace or substitute for the services of trained professionals in any field, including, but not limited to, financial or legal
matters. Under no circumstances, will Brendon Burchard or The Burchard Group LLC or any of its representatives or contractors
be liable for any special or consequential damages that result from the use of, or the inability to use, the information or strategies
communicated through this seminar, these materials, or any services provided prior to or following the seminar, even if advised
of the possibility of such damages. You alone are responsible and accountable for your decisions, actions and results in life, and
by your use of these materials, you agree not to attempt to hold us liable for any such decisions, actions or results, at any time,
under any circumstance.
We've taken every effort to ensure we accurately represent these strategies and their potential to help you grow your business.
However, we do not purport this as a "get rich scheme" and there is no guarantee that you will earn any money using the
techniques displayed here. Your level of success in attaining similar results is dependent upon a number of factors including
your skill, knowledge, ability, dedication, personality, market, business savvy, business focus, business goals, partners, and
financial situation. Because these factors differ according to individuals, we cannot guarantee your success, income level, or
ability to earn revenue. Any forward-looking or financial statements outlined here are simply our expectations or forecasts for
future potential, and thus are not promises for actual performance. These statements are simply our opinion or experience. As
stipulated by law, no future guarantees can be made that you will achieve any results from our information and we offer no
professional legal or financial advice.
The Millionaire Experts Blueprint

Work Stream 1
PASSION
Relate
Target
Your
Customer
Understand
Buying
Behavior &
Competition
Create
Determine
Customer
Key Value
Levers
Build a
Relevant
Brand
(Woe to Win)
Create a
Product,
Program,
or Service
Build an
Infrastructure
to Operate
and Sell
Work Stream 2
PERSISTENCE
Promote
Build
Send
Promotions & Promotions
Partners
and Measure
(Affiliates)
Responses
Monetize
Do
Follow-up
Promotions
Copyright 2008-2010 The Burchard Group. All Rights Reserved.

Do not duplicate or distribute without permission. Visit ExpertsAcademy.com
Fulfill
with
Excellence
Sell
Deeper
Sell
Broader
Target Your Customer
Customer targeting comes down to two questions:

Who needs my _________ (aka expertise)?
Who can I create new information for?
For experts, _______ are in the niches
The Million-Dollar Questions:
Who is your customer?
How can I add more _______
and make their lives
value
interesting
easier and more _______?
Lucrative Niches for Experts
_______
finances Stocks, day trading, options, tools for
reading the market, scholarships
____
flips, foreclosures, liens
real _______
estate
_______ Internet secrets, eBay, MLM
_______ Dieting, workout secrets, pain remedy,
natural/alternative medicines
Self-help and _______
Pets
_______ Marketing, PR, hiring, systems,
development, leadership, creativity, innovation
Recreational Language, dancing, music, golfing
____________ groups Dentists, masseuse, chiros,
sales, real estate agents, home-based, etc.
Find Your Customer
How to find your market:

google _______
search
_______
Look for groups/forums, products/price points,
events, competitors, popular sites, pipers
quantcast.com (a must use!)
___________
Enter in a website, get info like visitor numbers and
attributes like gender, age, income, ethnicity, number
of children, and educational attainment.
media
_______
sneeker
Get demographics from magazines via ad requests
Know Your Customer
4 consumer insight questions:

frustrates
What _______ you the most about your business emotion
(or life)?
accomplish
What are you trying to _______ this year? goals
What do you think youd need to _______

your
double
business (or happiness) this year?
What strategies have you tried to improve your
work
business (or life) that worked
_______ and didnt _______?
Understand Buying Behavior: Patterns
What are people being _______?

What are people buying? (watch for testimonials)
When are they buying?
How are people being sold whats the _____ ____?
What problem themes exist?
What _______ themes exist?
What benefits are portrayed?
What other experts are being referenced?
What _______ are offered?
What price points are dominant?
What payment terms are offered?
Million-Dollar Secret: Whats the _______ _______?

Understand Buying Behavior: Sales Psych 1
They dont want it

They dont want it _______!
They dont _______ they can afford it
They dont believe _______
They dont believe they can do it
Million-dollar secret: They didnt draw
the _______ _______ that they needed it
In the buyers mind, your info must ABSOLUTELY:

Solve a distinct, _______ and ongoing problem
Be easy to access and consume
Be easy to _______
Be easy to do
Be proven to get fast results
Be ___________
10
In the buyers heart, your info must ABSOLUTELY:

Make their lives easier

Save them money
Save them time
Help them in their personal lives
Help them in their professional lives
Provide additional income
Entertain them
Help them feel better
Make them more ________ (or at least likely to win)

11
Do You Know Your Customer?
Most of my prospects feel theyre _______ _______

in this area
Most of my prospects would pick a fight to protect
their _______ that
Most of my prospects have ___ _____how to
Most of my prospects have the _______ to
Most of my prospects deeply value
Most of my prospects are _______ that
12
6 Common Value Levers
_______
Respect
Recognition
_______
Results
Recency
__________
13
10 Advanced Value Levers (1-5)
The _______ Lever

What bonuses could sweeten the deal for them?
The _______ Lever
What can they have immediately?
The _______ Lever
If they succeed, what can you give them as reward?
The _______ Lever
How can they have it now and pay later?
The _______ Lever
What can their friends have or how can they be involved?
14
10 Advanced Value Levers (5-10)
The Cool and _________ Lever

What can they have that no one else can?
The _______ Lever
If it doesnt work, what will happen for them?
The _____ ___ Lever
Who will tell them, Yes, youbetcha, this is right for you?
The _______ Lever
How will this make them better than everyone else?
The _______ Lever.
How will this help them help others?
15
Build a Relevant Brand Story: Brand Myths
Developing a brand takes years

Reality: A brand is just _________
story and experience
You have to be _______ clear brand as a business
Reality: Ever heard of GE, 3M, Cisco, Disney, Google.
The only rule is to keep a _______ theme
People care about brands (and want _______)
Reality: People care about _______, service and
appearance
16
What Experts Need to Protect Re: Branding
Message (but not topic) consistency

_______ consistency
_______ consistency
_______ consistency
But the bizarre and unavoidable surprise:
Its just a _______
Its just a __________
17
Positioning: The Entrepreneurs Mistake
Meet Vince, the Entrepreneur

Vince Shorb is the founder and CEO of NEW-GEN MEDIA, a company that
provides real world financial education to todays young adults. Flat-out
broke by age 23; he scrapped by until age 26. Then starting with close to
a zero-net worth it was just six years later that hed made his first million
dollars. He also is the founder and CEO of VeShore Commercial Capital,
LLC, a California-based real estate business that invests in mortgage
notes, real estate tax liens, foreclosures, and flipping pre-construction
properties. He has shifted focus to investing in Americas youth and is
dedicated to educate young adults in hopes of closing the financial
literacy gap. His new multi-media, practical financial education course,
Financially Free By 30, addresses the needs of young adults to educate
themselves about wealth creation.
18
Positioning: The Expert Reframe
Meet Vince, the Expert

Vince Shorb is the author of Financially Free by 30 and President and CEO
of The National Youth Financial Educators Association, the only governing
body certifying speakers and educators on how to effectively educate
youth on personal and educational finance. Vince is also founder of
MoneyX, the nations first event teaching youth the value of
entrepreneurship and financial responsibility via extreme-games
entertainment, celebrity appearances, and sponsor showcases. As creator
of the multi-media, wealth creator course for youth, Financially Free By
30, Shorb is the nations leading expert on the topics of youth
entrepreneurship and financial literacy. Meet Vince at
www.VinceShorb.com.

19
Meet Christy, the Entrepreneur

Christy Whitman is the author of several books: Perfect Pictures (GMA
Publishing, Why did She Choose Suicide (GMA Publishing), How to Tell if
Your College Friends are Suicidal and What To Do About it, and How To
Tell if Your High School Friends are Suicidal and What To Do About It.
Perfect Pictures focuses on releasing the expectation that one be
perfect. Why Did She Choose Suicide helps individuals move through
the pain and heal from the experience of having had a loved one commit
suicide. Christys sister, Terri committed suicide, and had Christy known
the signs and symptoms, she might have been able to prevent it. Christy
spent 8 years researching depression and anxiety as a pharmaceutical
representative and sales trainer. She has more than 7 years experience
speaking with Psychiatrists, suicide awareness groups and students,
striving to make sure suicide does not happen to anyone else.
20
Build a Brand: Experts Reframe
Meet Christy, the Expert

Christy Whitman is an in-demand life coach, motivational speaker, and co-founder
of the Mother Daughter Empowerment Summit, a life-changing 3-day program cohosted by the Girl Scouts of America. She has helped thousands of women around
the world achieve their goals through her empowerment seminars, speeches, and
coaching sessions and products. Christys life-changing message reaches over
25,000 people a month and she has been quoted in Seventeen, Teen Vogue, The
Star Ledger, and Knot Magazine. As a certified Law of Attraction coach and a trainer
with T. Harv Ekers Peak Potentials Training, her work has been promoted by and
featured with best-selling authors like Marianne Williamson, Dr. Wayne Dyer, Zig
Ziglar, Brian Tracy, Neal Donald Walsch, and Peggy McColl. Christys inspiring story
of loss and her struggle to overcome female competitiveness inspired her latest
work, The Fairest One of All. She currently lives in Montreal with the man of her
dreams and is a regular instructor at the Learning Annex in Manhattan. Meet her at
www.ChristyWhitman.com.
21
Meet Kristy, the Entrepreneur

Kristy Halls academic background includes undergraduate degrees in
Business Administration and Languages (French & Spanish) along with a
law degree from George Mason University School of Law, with an
emphasis in international business law. After law school, Kristy practiced
communications law at a firm in Washington, D.C. for four years. She
then served as Regional Counsel & Director of Government Affairs for the
5th largest cable operator in the country for three years. Kristy has
completed an Intensive Spanish Language Program at Pontificia
Universidad Javerianna in Bogot, Colombia, and the Principles &
Techniques of Fund Raising at the Indiana University Center on
Philanthropy. She also holds a Certificate in Nonprofit Management from
Georgetown University.
22
Meet Kristy, the Expert

Kristy Hall is the President of Universal Synergy Consulting, a boutique
consulting services company helping nonprofit organizations and NGOs across
the globe accomplish their mission. As an inspiring leader and in-demand
speaker, trainer and coach, Kristy has helped hundreds of leaders and
organizations around the world more effectively and efficiently raise funds and
execute against their vision. Recently, Kristy has been a featured speaker at
the 2008 Global Engagement Summit at Northwestern University in Chicago
and at the 2008 Nonprofit Congress in Washington, DC. Kristy's products and
presentations on nonprofit leadership, advocacy, fundraising, and board
development have made her an in-demand and innovative expert in the
nonprofit world. Kristy holds a Certificate in Nonprofit Management from
Georgetown University and has completed the Principles & Techniques of Fund
Raising program at the Indiana University Center on Philanthropy. Meet her at
www.universal-synergy.com.
23
Meet Maura, the Entrepreneur

Dr. Cullen has been referred to as being the best there is at simplifying
the complex issues of diversity in an entertaining and educational
manner. Since 1987, Dr. Cullen has been capturing the hearts and minds
of people, with her dynamic seminars and speaking engagements
throughout the United States, Canada and Australia. Maura is considered
one of the foremost authorities on issues of diversity and leadership
having worked with over 400 organizations with audiences ranging from
8 to 8,000 people. One of the guiding forces that led her to attaining her
doctorate from the University of Massachusetts/Amherst in Social Justice
and Diversity Education is her passion to make diversity training as
engaging and enjoyable as possible. By utilizing her wonderful sense of
humor and real life stories, she resonates with her audience without
being aggressive or domineering.
24
Meet Maura, the Expert

Dr. Maura Cullen is a highly-acclaimed diversity trainer who has educated
and inspired over one million people worldwide in over 400 organizations
on how to be more inclusive, understanding and authentic when
communicating with others. With over 20 years of experience as a
keynote speaker and her doctorate in Social Justice and Diversity
Education from the University of Massachusetts, Cullen is widely
considered the nations foremost authority on student diversity. Shes
mastered the art of making diversity a simple, tangible, and, yes, fun,
issue for student audiences across the country. Cullen is author of Taking
Adversity Out Of Diversity: 35 Dumb Things Well-Intended People Say
and founder of the Diversity Student Summit and the American Diversity
Educators Association. Meet Maura at MauraCullen.com.
25
Build a Brand: 10 Points of Power Positioning
1.
_______ (title, job, role)
2.
_______ Path (their journey, experience, struggle)
3.
_______ (results rags and riches)
4.
_______ (testimonials)
5.
_______ Clients (list of clients)

26
Build a Brand: 10 Points of Power Positioning
6.
Press/Performances (as seen on, quoted in)
7.
_______ (youre told about them)
8.
Partnerships (other people believe!)
9.
_______ (brilliant!)
10. _______ (most viewed, visited, sold, read, etc)

27
Build a Relevant Brand Story: Power Plots
___ __ ____
The search for (or stumble upon) the _______ _______
David vs. Goliath
The tough choice for _______
The switch from chance to choice
The switch from victim to victor
The switch from self-absorbed to _______-_______
The family play
The _______ human
The shitster story
The no one believed and told you so
The _________ epic

28
Create Something to Sell: 10 Rules (1-6)
Rule 1: Your solution must solve a distinct problem and

be easy to consume, understand and take action on
Rule 2: Your solutions should be _______
Rule 3: Your solution should have been tested, with
results/testimonials as PART of the _______
Rule 4: _______ drive more value and earn more money,
so mix print, audio, video
Rule 5: Your solution needs to be _________
Rule 6: Your solution should include other experts
29
Create Something to Sell: 10 Rules (7-10)
Rule 7: Your solution should have a quick start guide

Rule 8: Your solution should have _______ margins
Rule 9: For experts:
Products = $ Programs = $$
Services = $$$
Rule 10: You should create your solution in 1-2 _______

tops (or you never will)
Million Dollar Secret:
Whatever is created is just STEP ONE
for the customer whats their _______ _______?
30
Brendons Create Anything Framework
What is it? (Define it)

Why is it important? (Justify it with Results)
Who am I? (Story and credibility)
Who else has done it? (Testimonials)
How to do/master it? (System or step-by-step)
How to succeed / not fail? (Dos and donts)
What do I do first, now? (Next steps)
31
Build an Infrastructure Sales Machine
Heres what all experts (who get paid) need at

BARE MINIMUM:

_______ _______ (rec. Powerpay)

Shopping cart (rec. Infusionsoft)
Website (rec. elance)
_______ strategy
Customer service
Assistant
_______ and motivators

32
Build an Infrastructure To Live Your Life!
Outsource as a _______ incompetent

Brendon Burchards 5-15-80 Rule =
5%
___________
15%
___________
80%
___________
Friday Fifty Club (less than 50 emails in _______)
3 strikes rule in strong effect
Secret Formula:

33

Work Stream 1
PASSION
Relate
Target
Your
Customer
Understand
Buying
Behavior &
Competition
Create
Determine
Customer
Key Value
Levers
Build a
Relevant
Brand
(Woe to Win)
Create a
Product,
Program,
or Service
Build an
Infrastructure
to Operate
and Sell
Work Stream 2
PERSISTENCE
Promote
Build
Send
Partners
and Measure
(Affiliates)
Responses
Monetize
Do
Follow-up
Promotions

Fulfill
with
Excellence
Sell
Deeper
Sell
Broader
34
Build Promotions
Promotions vs. Campaigns

A promotion is a singular incident,
strategic_______
event
a campaign is a _______
A promotion gets interest,
closes
a campaign _______
A promotion is a push
a campaign is a pull
A promotion ends at a sale
a campaign leads down the _______
_______
buyer
trail
35
Build Promotions: The Revolution
Push
Hook and Sell
Black hat
Solo
I said so
celebrity
_______
Text
Customization
Commercial
Community
A little help
--->
--->
--->
--->
--->
--->
--->
--->
--->
--->
--->

Pull
_______
sample to wow and win
Transparency
_______
_______
peer
punisher
Prove it
Everyday spokesperson
Video
Creation
_______
Conspicuous
Connections
done
for you
_____-___-____
36
Brendons Secret Promo Strategies
Authors
The Solo Sweep and The Truckload Trifecta
Speakers
The Campaign Cannon
Seminar Leaders
The Event Planner Heart Attack
Online Marketers
The Montana Method (aka The Sequencer)
Coaches
The Full Frontal (I need help, Im alone and naked)
37
Super Simple but Overlooked Basics
Launch it a big deal; an event; anticipation

_______
; story of
surprise
Monitor it
Maintain it
Measure it
Measure it again
support it (be available)
_______
doubling down
Crush it by _______-_______
38
Follow-Up Promotions
upsells
Buy / Dont buy _______
Missed it lower-price upsell
free
content followup
_______
_______
the next day**
Report Out promos (you/media/affiliates)

Ask promo for why buy / dont buy
free
free sell
Back to cycle: _____-_____-____-Repeat

39
Be Excellent in Serving Customers
fulfill like dinner depended on it

_______
24 hours
Answer questions within _______
Have a live person option
Provide FAQs
four surprises
Over-deliver with _____
immediately [call person, ask why]
Handle returns _______
thank
you
Say _______
_____

40
Deepen Your Relationship (and Sales)
This is about current customers

higher priced similar topic sale
Always be leading to a _____-_____,
commission
Offer solutions from other experts and take a _______
Million Dollar Secret
building
Offer solutions strategically so that you are _______
their business throughout the year! build to something more
complex at the end

41
Get a Bigger, Broader Market with New Topics
expanding
_______your market AND your message after $1M profit
Increase your number of solutions
media
Get more _______
Get more affiliates
lifestyleadvice
Move to _______
But dont stray too far

42

Work Stream 1
PASSION
Relate
Target
Your
Customer
Understand
Buying
Behavior &
Competition
Create
Determine
Customer
Key Value
Levers
Build a
Relevant
Brand
(Woe to Win)
Create a
Product,
Program,
or Service
Build an
Infrastructure
to Operate
and Sell
Work Stream 2
PERSISTENCE
Promote
Build
Send
Partners
and Measure
(Affiliates)
Responses
Monetize
Do
Follow-up
Promotions

Fulfill
with
Excellence
Sell
Deeper
Sell
Broader
43
Expert:
A person with a high degree of skill in
or knowledge of a certain subject;
A credible authority who defines what to
pay attention to, what things mean, how
things work, and how things might turn out.
An informed person who gets PAID
for their insight YOU!

ExpertsAcademy 2 Blueprint

Caricato da

Informazioni sul documento

Titolo originale

Copyright

Formati disponibili

Condividi questo documento

Condividi o incorpora il documento

Opzioni di condivisione

Hai trovato utile questo documento?

Questo contenuto è inappropriato?

Copyright:

Formati disponibili

ExpertsAcademy 2 Blueprint

Caricato da

Copyright:

Formati disponibili

Millionaire Training for The New Class of Experts:

Authors, Speakers, Coaches, Seminar Leaders,

The Millionaire Experts Blueprint

Copyright 2008-2010 The Burchard Group. All Rights Reserved.

Target Your Customer

Customer targeting comes down to two questions:

Lucrative Niches for Experts

Find Your Customer

How to find your market:

Know Your Customer

4 consumer insight questions:

What do you think youd need to _______

Understand Buying Behavior: Patterns

What are people being _______?

Million-Dollar Secret: Whats the _______ _______?

Understand Buying Behavior: Sales Psych 1

They dont want it

Understand Buying Behavior: Sales Psych 2

In the buyers mind, your info must ABSOLUTELY:

Understand Buying Behavior: Sales Psych 3

In the buyers heart, your info must ABSOLUTELY:

Make their lives easier

Copyright 2008-2010 The Burchard Group. All Rights Reserved.

Do You Know Your Customer?

Most of my prospects feel theyre _______ _______

6 Common Value Levers

10 Advanced Value Levers (1-5)

The _______ Lever

10 Advanced Value Levers (5-10)

The Cool and _________ Lever

Build a Relevant Brand Story: Brand Myths

Developing a brand takes years

What Experts Need to Protect Re: Branding

Message (but not topic) consistency

Positioning: The Entrepreneurs Mistake

Meet Vince, the Entrepreneur

Positioning: The Expert Reframe

Meet Vince, the Expert

Copyright 2008-2010 The Burchard Group. All Rights Reserved.

Positioning: The Entrepreneurs Mistake

Meet Christy, the Entrepreneur

Build a Brand: Experts Reframe

Meet Christy, the Expert

Positioning: The Entrepreneurs Mistake

Meet Kristy, the Entrepreneur

Build a Brand: Experts Reframe

Meet Kristy, the Expert

Positioning: The Entrepreneurs Mistake

Meet Maura, the Entrepreneur

Build a Brand: Experts Reframe

Meet Maura, the Expert

Build a Brand: 10 Points of Power Positioning

_______ (title, job, role)

_______ Path (their journey, experience, struggle)

_______ (results rags and riches)

_______ Clients (list of clients)

Copyright 2008-2010 The Burchard Group. All Rights Reserved.

Build a Brand: 10 Points of Power Positioning

Press/Performances (as seen on, quoted in)

_______ (youre told about them)

Partnerships (other people believe!)

10. _______ (most viewed, visited, sold, read, etc)

Copyright 2008-2010 The Burchard Group. All Rights Reserved.

Million-Dollar Secret: Whats the _ _?

Most of my prospects feel theyre _ _

_ _ (rec. Powerpay)