Authority

Positioning:

How to Become the Leader

in Your Niche

Leonardo Habegger
 AUTHORITY POSITIONING
How to Become the Leader
in Your Niche
Leonardo Habegger

Copyright 2015 by Leonardo Habegger

Published by Da Vinci Publishing

All rights reserved. No part of this publication may be reproduced, distributed, or

transmitted in any form or by any means, including photocopying, recording, or other
electronic or mechanical methods, without the prior written permission of the
publisher, except in the case of brief quotations embodied in critical reviews and
certain other noncommercial uses permitted by copyright law.
 Table of Contents

Introduction
Part I Me – Uniqueness
Chapter 1 My Uniqueness – Strengths, Weaknesses,
Values, Beliefs, Mission
Chapter 2 My Business Uniqueness
Part II Mindset
Chapter 3 Your Perception is Your Reality
Chapter 4 Reset the Setpoint
Part III Market
Chapter 5 Star Principle and the Boston Box
Chapter 6 Trends, Future
Chapter 7 Survey Your Existing Clients or Dream
Clients
Chapter 8 Your Dream Client (Avatar)
Part IV Match – Offer
Chapter 9 Top 4 Ingredients for Success:
Chapter 10 Positioning
Chapter 11 Irresistible Offer
Part V Media
 Chapter 12 Google Plus
Chapter 13 LinkedIn
Chapter 14 Facebook
Chapter 15 YouTube
Part VI Marketing
Chapter 16 Active Word of Mouth – How to go Viral
Online
Chapter 17 Bestselling Book
Chapter 18 Live Interactive Online TV Show
Part VII Multipliers
Chapter 19 Media, Press
Chapter 20 Joint Ventures

About the Author

Why I Do What I Do

Appendix A

Appendix B

Appendix C
 Introduction

The 7 Millionaire Moves

I have to assume you picked this book up for a reason. A very

good reason. In some inexplicable way the title, Authority
Positioning: How to Become the Leader in Your Niche,
appealed to you. Something deep inside of you knows there is
more to this life than the daily grind you may have found
yourself trapped in. The idea of being a leader in your niche
spoke to your inner person. It struck a chord and stirred you. I
encourage you not to ignore those feelings.

Somewhere within your heart and soul, you are harboring

dreams and desires. Those dreams may have been dashed and
smashed by failures in the past. Or they may have simply died
on the vine from neglect and starvation. Either way, recognize
there’s still a small spark smoldering there.
The book you are now reading is designed to fan that spark
into fresh new white-hot flames.
This book is geared to equip you to
Discover who you are
Discover what you want
Discover where you’re going
Discover why you want to get there
Discover how to get there
It’s not a book to read once and lay aside – “Ah, I’ve read
that one, now it’s time to move on to the next.” Rather it’s a
guidebook to keep at your fingertips to use again and again
throughout the months ahead as you travel your journey.
As your coach and mentor, I will be here to lead the way
through the steps of the 7 Millionaire Moves. Those Seven
Moves are:
1. Me – Uniqueness
2. Mindset
3. Market
4. Match – Offer
5. Media
6. Marketing
7. Multipliers
There are many insights, concepts, truths, and skills you
will learn along the way. I encourage you not to skip around.
The 7 Millionaire Moves formula is designed to build each
truth – each concept – upon the one previous.
The world around us is changing almost at the speed of
light. Some changes are for good, others are not-so-good. The
key to your success is to hook up with the good changes and
allow them to propel you to the place you’ve always dreamed of
being. (That place is more than a geographical location – it’s
where you are living a full, contented, well-rounded life, with
peace of mind, doing what you love to do, and creating a
substantial cash flow.)
Technology has opened more doors of opportunity than
anyone could ever take advantage in one lifetime. And many of
those myriads of opportunities go undiscovered. The masses are
too bogged down in the mire of just-getting-through-the-day to
be able to see the opportunities that are right within their reach.
Not so for you. You are ready for change. You are ready to
step out of that rut. You’re done with waiting for things to
happen. You’re ready to become proactive in your own life;
you’re ready to make things happen.
Let’s get started!
 Part I

ME – Uniqueness

Each of us 7 billion people is

unique! Wonderful! Let’s share our
uniqueness with our valuable gift and
make the world a better place!

Leonardo Habegger
 Chapter 1
My Uniqueness –
Strengths, Weaknesses,
Values, Beliefs, Mission

Who are you?

Who are you?
No. Who are you really?

How do you respond to this question?

Does it make you wary? Uncomfortable?

Do you want to give a quick answer with your name and
perhaps your occupation and then move on?
Or is this a non-threatening question because you’re
comfortable with who you are. With who you really are.
If you are in the latter category you are in the minority.
Most people are not comfortable with who they are. Because of
that, they fall into a trap of attempting to be like everyone else.
To not stand out. To go with the flow and not buck the crowd.
After all, it’s uncomfortable to swim upstream.
This go-with-the-flow mentality denotes a failure to
celebrate the uniqueness that a person is endowed with. That,
my friends, is a tragedy.
It’s a tragedy to go through life and never really know
oneself. And never genuinely appreciate oneself. And never
discover all the uniqueness that dwells within.
For just a moment let’s return to our original question: Who
are you?
If that question were asked by another person, you
undoubtedly have a pat answer. But taking this a step further –
what answer is given when you look in the mirror and ask your
own self that question? Now it gets trickier.
Do you lie to yourself?
Do you denigrate yourself?
Do you blame yourself for past failures, mistakes, and
shortcomings?
This may come as a surprise to you, but did you realize that
every choice you make in life – both large and small – is made
depending on your self-view. If your self-view is distorted and
out of focus, many of your life decisions will reflect this. They
too will be distorted and out of focus.
If your self-view fails to appreciate your strengths, those
strengths may waste away.
If your self-view fails to pinpoint and understand your
weaknesses, then your weaknesses may take over.
If your self-view fails to recognize your core values, then
you may be working against those values and never understand
why you’re miserable.
I hope you’re getting the picture.
You can know your name, address, contact information,
profession or occupation, where you were born, and your family
and country of origin, and yet never know – or appreciate who
you are. Who you really are.
Before we can take another step on this important Seven-
Step journey, right out of the chute, you are going be faced with
probably the most difficult task of the entire journey.
Your assignment is to invest time, to press in, and to
relentlessly pursue the search for who you really are. It’s time
to get to know yourself as you may never have done before.

Block Out Me Time

When I said invest time that’s exactly what I meant, because
this will be an investment in you, in your life, in your future.
Believe me when I say, you can never reach the level of success
you desire and dream of until you come to terms with your own
identity.

Make an Appointment
The first step is to make an appointment. An appointment
with YOU. On your calendar block out a section of time that
will be only for you. A time and place where you can be quiet
and reflect. With no interruptions. (Turn off all electronic
devices – unless you’re using it to take notes.)
This is not a one-time appointment. Set it for at least once or
twice a week. Initially, this time will be for your self-discovery
exercise. But later, it can be for a number of other things, such
as meditation, soul-searching, and brain storming.
In your first appointment with yourself have pen and paper
ready. Or if you like to take notes on your i-Pad, that works as
well. (I will interject, however, that your own handwriting has a
way of building a connection with self that an electronic device
can never do.) As we continue I’ll be referring to your notebook
that will be used for chronicling your progress. This will be an
ongoing log of where you are in this journey.
Begin with an open mind. This is not judgment time.
Strengths

The strengths you possess come from the raw talent

endowed at your birth. These strengths make you who you are.
(And who you are is one completely unique individual.)
Oftentimes you may fail to recognize the power that exists
in the strengths, skills and capabilities you already possess. If
you fail to recognize this inborn potential, you will overlook the
very starting point of discovering your position of authority in
your life.
Your failure will not be in finding your strengths, because
for the most part, you know them. The failure is in accepting
and appreciating those strengths.
You are now in your quiet time in your quiet place. The first
step will be to make a list of all your strengths. This is not a
time to argue with yourself. Write in free-flow fashion. In
Appendix A you’ll find a list of possible strengths to help get
your mind moving.
This is a task that need not be completed in this first session.
It will be ongoing. Once your mind begins to work in this
direction, other thoughts will begin to come to you. Those
thoughts may come as you drive to work, or when you’re in the
shower, or while you’re doing your daily exercise routine. This
is why I said it’s ongoing.
Ask those who are closest to you to give you feedback. (But
only after you have taken the time to think of as many as you
can on your own.) Others often see things about us that are in
our blind spot.

Weaknesses

There are many fallacies in our culture about what a

personal weakness is. First of all, realize you are not – nor will
you ever be – adept at everything. Nor will your abilities and
personality mirror those around you. My take is this: 1) by fully
capitalizing on your strengths many of your weaknesses
become inconsequential; 2) sometimes a perceived weakness
isn’t a weakness at all, but simply your attempt to push into an
area that’s not your strong suit; and 3) true weaknesses are often
excused away rather than faced and dealt with.
After Cynthia escaped an abusive marriage relationship, and
began living on her own with two children, she looked for a job.
(She’s previously been a stay-at-home mom.) She had clerical
skills so she landed a job as an administrative assistant. She was
organized and conscientious and excelled in her position, but
she hated every moment of sitting at that desk.
She was angry at herself thinking she was just lazy. All of
her co-workers were content in their jobs, and often commented
how lucky they felt they were to be part of such a great
company. Cynthia couldn’t figure out what was wrong with her.
She began to dread going to work each day.
It took a while, but finally she discovered that she wasn’t
lazy at all. She was entrepreneurial!
With the help of a business friend, she started her own
business and was able to work from home. Here she thrived.
Even though she was putting in more hours than the former 9-
to-5 position, she was full of energy and enthusiasm. She felt
more in control of her life. Because her time was flexible, she
had more time with her children. At first her income was
reduced and she struggled to make ends meet, but she wasn’t
easily discouraged and soon was earning more than before.
Rather than being lazy (which she perceived as her
weakness), Cynthia disliked being put in the box of working for
another person. She discovered she possessed strengths that
previously she’d been unaware of. Here are just a few:
Self starter
Independent
Hard worker
Determined
Frugal
Risk-taker
Creative

Dealing with Valid Weaknesses

This is not to say there are not valid weaknesses that need to
be dealt with. Perhaps you have a controlling personality. Or
you’re prone to fault-find and criticize. During your quiet
appointment time, make yours list of weaknesses – ones you
know that need attention and that are causing problems with
your work and your relationships. Be certain they are valid
weaknesses. (See the list in Appendix B)
This calls for honesty to admit the problem, and courage to
take the steps to deal with the problem. Choose two or three to
begin with and each day take steps to keep them in check.
As stated, the more you allow your strengths to come to the
foreground, the more you feed into them, the less power your
weaknesses will have over you.

Values / Beliefs

What are your core values? It’s now time to determine your
core values, list them, and begin to base your decisions on those
values. Some people are unsure the difference between
strengths and core values, which may lead them to move and
function outside their values and beliefs.
Core values have nothing to do with your personality, your
talents, or your expertise. Rather it refers to your basic belief
system. This is what you believe in spite of all extenuating
circumstances.
In Appendix C you’ll see a list of examples of core values.
Select the ones that best fit you. (This may take a while. In fact,
take two or three of your sessions to pull these out and correctly
identify them. Write them in your journal.)
Once you identify your own core values, now you can
determine whether or not you are being true to those values on a
day-to-day basis. You may have slipped into the habit of taking
on one persona at home with family, another one in a social
setting, and yet another persona at your place of employment.
If this has become a behavior pattern for you, guess what
has happened? You’ve lost authenticity. You are no longer
being true to yourself – to your core values.
Have you found yourself striving to satisfy somebody else’s
desires or needs, but not your own? You may have adopted this
behavior to prove your worth to someone else; however, in the
end you wound up feeling worthless.
The attempt to look good; the attempt to impress others may
give a definite high, but it’s short-lived and will quickly fade
into oblivion. Why? Because it’s not authentic. True and lasting
happiness comes about when you stay true to your values.
During your quiet time reflect on your core values.
Remember back to a time in your life when you were the
happiest. In those moments, which of your core values were
you true to?
When you allow yourself to be true to yourself – and true to
your own core values – you will experience a sense of joy,
peace, and happiness. This authenticity will allow you to
function at peak performance. As you function at peak
performance, then you will be free to establish your authority
positioning.
In what ways are you identifying – and getting in touch with
– your core values? Are you are getting to know who you really
are. Are you allowing yourself to be true to yourself? When you
do, this will become a monumental step in your life.
When you are true to self, only then can you be true with
others.

Mission
Everything that has been discussed so far is essential in
determining your direction in life. In fact, without these basic
building blocks, you will live a directionless life following first
one rabbit trail and then another and never reaching a desired
destination. The only way to reach a desired destination is to
clearly identify that destination.
Once you have determined who you are, your strengths,
your weaknesses, and your core values, now you need to
identify where you’re going.
What is it you truly want out of life?
Back to the notebook.
Give yourself permission to make a list of what you would
like to do in life. You’ve no doubt heard of dreaming as if
nothing were impossible. This is the time to put that into action.
Respect yourself, and your true authenticity enough to write out
your dreams, visions, and goals. As with the other lists you’ve
been creating, this may take several sessions.
What happens when you begin moving in this direction with
your mind and your dreaming, is that you will subconsciously
begin to move in this direction. T. Harv Eker, author of The
Millionaire Mind, refers to this as “being in the corridor.” It has
much to do with momentum. It’s all about you making a move
to set things in motion.
Back to Cynthia’s story, as she was driving to work each
day (dreading to spend another day confined to a desk), she
began to visualize what she wanted her life to look like. First
she wrote out her own personal mission statement. Next she
listed possibilities of how she might achieve her goals. As her
vision and dream became more real, strategic people began to
appear in her life. They were almost like divine appointments.
She was, as T. Harv Eker said, in the corridor. This is when she
met the business acquaintance who partnered with her to start
her online business.

Personal Mission Statement

I’m sure you’ve heard of a mission statement for a business,

but it may never have occurred to you to create your own
personal mission statement. A mission statement can work as
your lodestar to keep you on course. This statement will be an
extension of your core values. For the most part, this is your
creation, but here are a few guidelines.
Keep it simple. Your personal mission statement need be
only three to five sentences.
The statement will touch on what you want to focus on,
who you want to become as a person, and what you hope
to achieve. This can include specific
Actions
Behaviors
Habits
 Qualities
How will one or more of these affect your life in the next
few years?
Keep your statement positive – these are things you want
to achieve, as opposed to things you don’t want to do or
become.
What positive behaviors to you consider important that
you want to develop further?
Word your mission statement so that it will be a guide for
you in daily actions. Let it be part of your day.
Don’t avoid emotions. How will you feel as you move
toward achieving your goals and visions? Include the
emotions that will make it compelling, inspiring, and
energizing.

The Biggest Hurdle

Congratulations! You have just completed the toughest
assignment of this entire journey to achieve your position of
authority in your chosen niche. I’m not going to say that it will
be downhill the rest of the way; because there is still a great
deal of work to be done. However, by working through each
segment of this chapter, you have created a sound and solid
foundation upon which to build.
Without laying this foundation, the remainder of the journey
would be a pointless endeavor.
You are now ready to move into the next segment and that
has to do with your business uniqueness. Now you can begin
carving out that special niche in which you will establish your
own space.
 Chapter 2
My Business Uniqueness

Your Roadway to Success

The title of this book, Authority Positioning: How to
Become the Leader in Your Niche, is sure to elicit a number of
different responses.
One might be: “What does niche have to do with anything?”
Another: “I’m a professional – that is my authority
positioning.”
Or how about: “What’s a niche?”
(Hopefully the last one wasn’t your reaction.)
In Chapter 1 you were encouraged to take a deep and
thorough look at who you are. Hopefully, you stopped, made an
appointment with yourself, and launched into your journey of
self-discovery. In that journey you learned to celebrate who you
are, and celebrate your uniqueness.
You also created your personal mission statement and by
this time the desired direction of your life is becoming clearer.
In this chapter you will take that information and bring it
over into your professional-business-career life. Who you are in
the business world should be a mirror of who you are in your
private life. It is this authenticity that will put you over the top.
Just as you are unique as an individual, so are you unique in
your role as a professional. The uniqueness that you bring to the
marketplace can become your roadway to success. Too few
people are willing to invest the time to discover that uniqueness,
then capitalize on it.
I love this quote from Steve Jobs:
Your work is going to fill a large part of your life, and
the only way to be truly satisfied is to do what you believe is
great work. And the only way to do great work is to love
what you do. If you haven't found it yet, keep looking. Don't
settle. As with all matters of the heart, you'll know when you
find it.
“Don’t settle.” Have you settled? Have you allowed the
herd mentality to control your life? Your profession? Your
business? If so, it’s time to ask why?
In Chapter 1, I shared the account of Cynthia who shook off
the shackles and took the risk of leaving a secure weekly
paycheck to start her own business. She was not willing to settle
for less.
Personality Types
A number of personality tests are available online, the most
well-known of which is the Myers-Briggs Type Indicator.*
Understanding personality types will help you to recognize why
you make the business decisions that you do. This
understanding will also help you to recognize why you are
drawn to certain tasks (or certain facets of your occupation),
and avoid others like the plague. (This knowledge is going to
narrow your search for the right niche for you. More about that
later.)
Let’s take the understanding of personality types a step
further. No matter what business you are in – sales, consulting,
medical, business owner – you deal with people on a daily
basis. How well can you differentiate personalities?
 Let’s take a simple example. If you are interacting with an
outgoing, driver type of personality, you’ll bore him with long
explanations and extensive details. His personality type says,
“Just the facts please.” The longer you talk, the more removed
he is from the conversation.
Then we have the analytical person who wants to know all
the details and may even be taking notes as you talk. If you
move too quickly, skipping over the details, this person may
perceive you to be cold, callous, and uncaring.
The point here is that one of these personalities you will
relate to; the other may be an enigma to you.
By studying the people in your life, you will learn how to
determine personality types. How are they like you? How do
they differ? The next step will be to learn how to handle
different personality types.
You may be wondering what this has to do with your
business uniqueness. It has a great deal to do with it – and has a
great deal to do with you finding your business niche. In a later
chapter we will discuss how to define your ideal client. (Or as I
call it – your dream client.) If you are oblivious to personality
types (both your own and that of others), it will be extremely
difficult for you to discern the type of client you will best serve.
Focus to Find the Niche
If you are a professional, if you spent a number of year in an
institution of higher learning, if your office wall is decked out
with diplomas, degrees, certificates, and awards, all of this – no
matter how commendable – could be working against you.
Perhaps a generation or two ago, those credentials were all you
needed to hang out your shingle and make a go of it. (Whatever
the industry happened to be.)
Sorry to be the bearer of sad news, but those days are over.
Another added sad fact – those days are never coming back.
This is not to say that all your hard work, drive,
commitment, and dedication have been a waste of time. Not at
all. But it is to say, you cannot rest on those laurels and hope to
rise above your competition. Not in this day and age.
It’s time to take a long, hard look at your business
uniqueness, then narrow your focus, and zero in on your niche.
You cannot be everything to everybody; nor should you even
try.
The problem is many many professional and business
owners do exactly that. Because of lack of focus, nothing stands
out in the mind of the consumer. There is nothing special,
nothing unique, nothing attention-grabbing, and thus the
business is watered down and diluted in sameness.
The first step out of the pit of sameness is to assess. In your
personal quiet time (that appointment with self established in
Chapter 1) ask yourself a few questions, such as
What facet of your work day brings you the greatest joy?
What service do you provide that gives you the most
satisfaction?
What makes you want to get up each morning and get
right back into the activities of your profession?
What service do you provide that is (in your opinion)
better than your competitors?
Once you’ve answered these questions for yourself, consult
with a trusted advisor, or perhaps a close business acquaintance,
or even one of your staff members. Someone you trust;
someone who will give honest answers.
Customer/client surveys can also help in your search for
your niche. Listen to what they have to say about the
uniqueness (or lack thereof) in your business.
Tips About Creating Your Niche
After doing the research suggested above, your niche will
begin to materialize. How will you know if your niche is too
narrow? Or too broad? Chances are you will lean toward the
latter. It’s risky to keep narrowing down who you are and what
your business is all about.
Check out this list of ten reasons why you should accept the
risk and go for very narrow:
1. Research about going narrow shows you’ll get better
customer loyalty.
2. People pay better attention when they can visualize what
you’re describing.
3. You can easily become the go-to person on your area of
expertise for a small audience.
4. It’s the fastest way to grow your business and credibility.
5. It won’t take long at all to become a known expert on a
subject where very few have specialized.
6. It’s easier to rank higher in a web search for unusual
search terms.
7. Not only are more people finding you with a narrow
niche, more of them are ready to sign on because you’re “the
one” in their minds.
8. People are more willing to pay for your expertise.
9. Your brain is more able to focus on one audience.
10. You’ll be more able to truly understand their needs and
how to best serve them. Focus is a powerful force that feeds you
more and more over time. You won’t have time to stay current
on multiple topics.

http://www.valnelson.com/

Your goal is to establish your position of authority in your

world. In order to make that happen, you make your world
smaller. And you do that by establishing your niche.
*http://www.myersbriggs.org/my-mbti-personality-type/mbti-
basics/
Action Steps:
Chapter 1:
Find out who you are
Block out “ME time” on a regular basis (keep your
appointment)
Create a notebook to log process and progress
Learn your strengths and weaknesses
Discover your core values
Write out a personal mission statement
Chapter 2
Get honest: do you love what you do – or have you
settled for status quo?
Determine your personality type
Match up personality time with what you love to do
Use this information to carve out your niche

Additional Gifts to You, to help you get the most out

of this book
Get access to the 7 free videos that give you

a short abstract of the 7 millionaire moves and more ...

visit this website now:

www.AuthorityPositioningBook.com
 Part II

MINDSET

If you think you can or think you can’t,

either way you are right.

Henry Ford
 Chapter 3
Your Perception is Your
Reality

A Powerful Force
Part II of this book starts off with an interesting quote from
the automobile mogul, Henry Ford. Whether he was the first
one – or even the only one – to make such a statement is
debatable. The truth of the statement, however, is not debatable.
The mind is a powerful force. It’s a force that is at work every
second of every day. Your thought life (mind) affects
everything you do.
It’s unfortunate that the majority of people have no idea that
they can control their thoughts. Rather, they become victims of
the wild thoughts that churn through their minds. If a thought of
fear or discouragement (worry and anxiety) enters their mind,
they wool it over and over much like a child clinging to their
favorite stuffed teddy bear.
Succumbing to such thoughts, first of all, is a horrendous
time-waster. And secondly it achieves nothing in the positive
realm. Self-limiting thoughts can be controlled and replaced.
This truth is surprising to many; and pretty much unbelievable
to others. And so they continue on, listening to the negatives
and allowing those negatives to steer the direction of their lives.
It doesn’t have to be that way. Let’s take a closer look.
Where do such thought originate?
Am I Worthy…? Do I Deserve…?
Each one of us has inner voices that talk to us. Sometimes
we are conscious of the voices; for the most part we are
oblivious. Where do (did) these voices originate?
These are the sum total of voices that have etched into your
mind since infancy. From little up, we quickly grasp whether or
not we deserve love, or acceptance, or rewards, or even the
basic needs of life such as food, clothing, and shelter.
Just because a person hits a pinnacle of success – in any
area – does not mean the voices are stilled. If you have ever
done a study on the condition known to psychologists as sudden
wealth syndrome it will be clear to you.
Sudden wealth refers to those who come into a great deal of
money before their inner self can catch up. It happens to
entertainment and sports celebrities, lottery winners, and even
those who have come into a large inheritance. Just as water
seeks its own level, a person who has come into sudden wealth
will eventually mismanage the wealth until they have returned
to their prior comfort level.
The biggest hindrances in sudden wealth (or sudden
success), are the gnawing questions:
“Do I deserve this?”
“Am I worthy to be the recipient of all this money?”
And the voices from early childhood may be crying out at
you: “No. Absolutely not.”
A prime example of this syndrome (there are hundreds of
them) is Michael Jackson. During his career he amassed
millions of dollars, but when he died he was $400 million in
debt. How could such a massive reversal happen?
One could say it happened simply because he didn’t deal
wisely with what he had. That may be true, but it’s only a small
part of the equation – the other part is the inner voices crying
out, “You are not worthy of this wealth.”
Your Inner Voices
What do your inner voices tell you? Do the voices from
your past keep you chained you to the status quo? You hit a
point of productivity and then sink back down. You hit a level
of income and sink back down. You achieve a level of success
and some adverse circumstance knocks you down – and you let
it keep you down.
Because down is familiar and comfortable. It’s the place
you know. You’ve been there all too often.
If all this sounds terribly morbid, it’s not at all. Because the
truth is, you can replace those voices. Before we go that route,
let’s take a closer look at the inner voices. It will be important
to call them out and identify them.
Where are they coming from?
How long have they been rolling around in your head?
Were you even aware they were there?
Statistics tell us that two-thirds of our self-esteem level was
in place by the time we reached the ripe old age of three! You
could think of this as your setpoint. You body has physical
setpoints such as your body temperature or body weight.
Similarly, your emotions, your inner thoughts, and your self-
talk also have similar setpoints. These setpoints are creating
your belief boundaries. What are your setpoints – and in what
areas of your life are they the most prominent?
Start from the Outside and Work In
In your ME time, make a list of areas in your life where you
hit the wall and can’t seem to break through. Your dream is
right on the other side, but something holds you back.
This may be in areas such as business building, retaining
quality employees, profit margin, customer relations, lack of
creative expansion, and the list goes on and on. Pinpoint them
and make that list. (Note: this may take a few days. Keep
observing and keep adding to the list.)
Once you have the list, now begin to work inward. When
you think of expanding your business, for instance, what does
your inner voice tell you? Whose voice is it? Teacher? Parents?
Siblings? Classmates? Co-workers?
“You can’t.”
“You’re not good enough.”
“Who do you think you are?”
“You’re a failure.”
“You’ll never make it.”
Troy was always small for his age. As a result he was made
to feel less-than during his growing up years. This was
especially true in school as he was teased by other students, and
especially when it came to sports. His setpoint was stuck on
being unable to accomplish his dreams.
This behavior pattern translated over into his adult life, he
was extremely talented in his career as a professional
photographer; nevertheless, time and again he self-sabotaged
his efforts by his defensive attitude. At the slightest hint of
rejection, his anger began to smolder beneath the surface. In
those moments, no one wanted to be around him. The anger
then gave rise to guilt and remorse and evolved into a never
ending cycle of negative emotions, all of which were leading to
destruction.
Each of us have that internal setpoint, but the good news is
it can be reset.
How to Reset
Negative emotions are often handled in ineffective ways.
This usually includes what many people refer to as “white
knuckling” it.
Just get over it
You can move past this
Don’t worry about it, you can handle this
This approach seldom solves the problem because the
problem is not a surface problem – it’s an inner problem.
In Troy’s case, he turned to a mentor / life coach who
encouraged him to go back into those painful childhood
experiences and begin to forgive those who bullied and taunted
him. Slowly but surely the memories loosed their hold on his
emotions.
Now that you have your list of what your inner voices are
saying and where they originated, you can examine them in the
light of your present level of maturity. Are the voices speaking
truth? Or are they feeding you lies? Once you identify the lies,
and see them for what they really are, you can conquer them.
In the next chapter we’ll look at different ways you can
reset your setpoint and break through that wall.
 Chapter 4
Reset the Setpoint

Scarcity or Abundance?
The old cliché that asks if you see the glass half full, or half
empty has been used until it’s become somewhat weakened.
Nevertheless, it’s still as true as when the phrase was first
coined. It’s all about perception.
Let’s put it another way. When you look at your business,
when you look at the world around you, do you see scarcity? Or
do you see abundance? Either way, your perception is your
reality.
Karl had been in sales for most of his career. He was an
okay salesman, but he operated out of an attitude of scarcity.
His total focus was paying the bills and making ends meet. He
had no high-reaching goals or expectations of pushing the limits
on his ability to earn. Actually, he was earning exactly what he
expected to earn. (His setpoint.)
One summer while on vacation, he was sitting on the deck
of their rented cabin looking across pine-covered hills. He
happened to reach down and pick up a small branch that had
fallen from one of the nearby pines. Without even thinking, just
relaxing and passing time, he began to count pine needles on
that one small branch. He soon lost count. Then he looked up at
the closest pine towering over him and wondered at the number
of pine needles on the entire tree. That thought expanded to all
the trees that he could see for miles into the hills in the distance.
He had to smile as he contemplated the possible number of
individual pine needles in that area.
The truth of abundance in nature settled into him at that
serendipitous moment. There was no shortage of clouds in the
sky, nor sunshine, nor oxygen to breathe, nor drops of water in
the lake there in the valley. Abundance was in evidence
everywhere he looked.
Following his vacation Karl started reading books and
listening to podcasts on self development and motivation. He
sought out the classics and immersed himself in them. His
awareness of the abundance of potential within himself came to
light. Nothing happened overnight, but in time he reframed his
old limiting beliefs. He reset his setpoint. His sales performance
increased, as did his commissions. Within two years, he left his
job and to start his own business. The value he placed on
himself and his abilities had totally changed.
Karl was pleasantly surprised that as his focus moved away
from barely scratching out a living, his entire attitude changed.
Both personal and business relationships changed. The old
anger had been replaced with peace, contentment, satisfaction
and a new sense of joy.
Practical Steps to Change Your Setpoint
Karl’s moment of awareness on the deck of the cabin was
life-altering; however, it would have amounted to little had he
not taken action. As he became aware of his own limited belief
system, he set about to change it. Below are some of the ways
he walked out the behavior changes.
Set Goals
Old habits die hard – and that’s exactly what negative
thoughts are – habits. They will not simply fade away because
you will them to go. They must be replaced. This is the
practical way to walk it out.
In the earlier chapters you came face to face with yourself,
your strengths and weaknesses, your highest desires, and your
business uniqueness. If you did not at that time create a goals
list, now is the time to do so. Setting goals is like creating mile
markers on a journey. It shows you where you’re going, how far
you’ve come, and how far you have yet to go. Goals help to
keep you on track and clearly focused.
Set dates for the goals to be reached. A goal without a
deadline is yet a dream. It’s ethereal with no substance.
Determine which are short-term goals and which are long-term
goals. Keep them realistic, not pie-in-the-sky.
You can create separate lists for business goals, personal
goals, relationship goals, spiritual and emotional goals. You
design it to best suit your life and your situation.
Affirmations
Affirmations are one way to reprogram your mind. The
point is to replace negative thoughts, ideas, and reactions with
the positive. In your alone ME time, write out a few
affirmations. Add new ones in subsequent quiet times. Below
are a few examples:
I enjoy life to the fullest
I always persevere.
I accept what I cannot change.
I make the best of every situation.
I look for humor and fun in as many situations as
possible.
I have control over my thoughts, feelings and choices.
 I stand up for my beliefs, values and morals.
I treat others with respect and appreciate their
individuality.
I contribute my talents and knowledge for the good of all.
I make a difference whenever I can.
I practice patience, understanding and compassion with
others as well as myself.
I commit to learning new things, remain open-minded
and am the best that I can be.
I live in the moment while learning from the past and
preparing for the future.

http://www.essentiallifeskills.net/positiveaffirmations.html

Customize and personalize your list. Make it fit you and

your circumstances. When the affirmations are personal, you
will own them – they will become real and authoritative.
Affirmations can be spoken aloud or played over in your mind.
Notice that each affirmation is positive and in the present (not
past tense).
The more you hear yourself speaking in the positive, the
more it drives out the negative thoughts.
Visualization
Visualization is extremely powerful. It’s an inner vision of
what you desire to become. (Also what you desire to have in
life.) Some people enhance this exercise by incorporating a
vision board. The vision board can be a physical poster board
with photos, and bits of business (such as brochures or
mementoes) attached to it. It’s a great idea to integrate your
vision board with your goals list. Let the two enhance one
another.
 The concept of visualization allows you to envision the
future before it comes to pass. The stronger the visual is in your
mind, the more you are drawn to that goal. And in like manner,
it draws to you the right people and the right circumstances.
Some call this the law of attraction.
Meditation
Meditation can become the cohesive force that integrates
your affirmations and visualization. It allows you to be focused,
calm, and quiet. We live such fast-paced lives, it’s difficult to
actually slow down and quiet the mind and still the heart. It’s in
your quiet meditation time that you can concentrate on your
vision board, and repeat your affirmations.
If you have never learned the benefits of deep breathing
exercises, now is the perfect time to begin. Deep breathing can
help you to let go and get other thoughts out of your mind. You
begin by focusing totally on breathing. Allow several minutes
to fully relax, then move into your affirmation and visualization
with continued breathing. Deep breathing releases stress and
calms your nerves.
Make it your goal to have at least two dedicated meditation
times a day. If it’s impossible to fit two into your schedule,
push for at least one. Soon this will become your favorite time
of day. As you develop this daily habit it can change your life.
Action Steps:
Chapter 3:
Pay attention to your inner voices – write out what they
are saying
Answer the following questions:
 Where are they coming from?
How long have they been rolling around in
your head?
Were you even aware they were there?
Describe your setpoint
How has your setpoint limited you?
Chapter 4:
Describe your life perspective – scarcity or abundance?
Create a goals list including long-term and short term
goals
Set aside regular times each day for affirmations,
visualization, and meditation

Additional Gifts to You, to help you get the most out of

this book

Get access to the 7 free videos that give you

a short abstract of the 7 millionaire moves and more ...

visit this website now:

www.AuthorityPositioningBook.com
 Part III

MARKET

By far the most

valuable type of
business is one that has
the leading market
share in a high growth
market.

Richard Koch
 Chapter 5
Star Principle and the Boston
Box

Acknowledge the Market

A marketplace exists of which you are a part. Like it or not
that is truth. That marketplace is like an ocean. You can sink or
swim. Or you can get a life raft. Or you can build your own
personalized boat.
Mistaking that market, or denying it exists, or minimalizing
its importance to your success can keep you at the bottom of the
heap. Your goal is to become the dominant player in your
chosen niche.
In years past, the climb to the top has been attributed to hard
work – blood, sweat, and tears as they say. But is that true? Are
you not already meeting yourself coming and going as you push
to make your business (or your position) thrive? And is it
achieving all that you had hoped?
This title of this chapter, Star Principle and the Boston Box,
refers to business concepts that are somewhat out of the
ordinary – even though they’ve been around a while. The Star
Principle is the title of a book by Richard Koch in which he
clearly explains what a star business is. His focus is on finding
businesses in which to invest in order to make a great return.
This is a man who has made a career out of spotting star
businesses, and as a result he has amassed millions.
Redefine the Market
One doesn’t have to be an investor to benefit from the
wisdom of these concepts. The two main ingredients for a star
business:
It's leader in its niche
The niche is growing fast
Koch speaks not only to investors, but to the business owner
as well. His advice is that if you’re not the number one player in
your niche, redefine the market so you ARE the number one
player.
“Redefine the market.”
Amazing statement. This must mean that it’s within your
power to redefine your own market so that you will be that front
runner. You will become that authority. You can invent your
own niche and become the star of your star business.
The basic principles in Koch’s book are based upon what
has become known as the Boston Box.
In 1977, Bruce Henderson of the Boston Consulting Group
wrote an essay that began with these words:
Business thinking starts with an intuitive choice of
assumptions. Its progress as analysis is intertwined with
intuition. The final choice is almost always intuitive. If that
were not true, all problems would be solved by
mathematicians.
Henderson went on to say that intuition is enormously
powerful. “It is the subconscious integration of all the
experiences, conditioning, and knowledge of a lifetime,
including the emotional and cultural biases of that lifetime."
 This subconscious integration is precisely what you have
been walking through in the opening chapters of this book.
Because until and unless you know yourself and trust yourself,
you can never trust your own intuition. (Translate that to gut
feeling.) While intuition is powerful, it then must be tempered
with analysis. The two will tend balance one another out.
The third ingredient in determining a strong business model
is concepts. The three most important concepts are as follows:
• The experience curve, leading to the conclusion that
having the leading market share was valuable because it
led to lower costs than rivals
• The growth-share matrix (the famous Boston box) which
led to what Richard Koch termed the star principle -- by far
the most valuable type of business is one that has the
leading market share in a high growth market
• More generally, the whole concept of competitive
advantage -- that a business has to have a unique
advantage over all its rivals -- something valued by
customers that it can do much better or at lower cost than
rivals, or that it can do and rivals can't do at all.

http://www.huffingtonpost.com/richard-koch/the-golden-
triangle_b_6176684.html

The Boston Box (also known as the Boston Matrix) is a

simple 2X2 grid. The chart was originally designed to help
corporations with analyzing their business units or product
lines. This helps the company allocate resources and is used as
an analytical tool in brand marketing, product management,
strategic management, and portfolio analysis.
 This type of analysis can be of great benefit to you as you
take the time to explore your industry, your competition, and
your chosen niche. In which area of your industry can you add
value? Which area has the competition not yet seen or
recognized. This is how you can become the leader in your
niche.
 Chapter 6
Trends, Future

How Could They Have Missed?

How could IBM – the undisputed leader in early
computers – have missed the coming boom of the
personal computer? Consider this fact – not a single piece
of the mainstream PC software or services that we use
today are from IBM.
How could Kodak – the undisputed leader in cameras and
photography – have totally missed out on the digital
camera? Surprisingly, they had developed some of the
very first digital cameras, but the prototypes were left
languishing in a back room.
How could Blockbuster – the undisputed leader in home
video rentals – not have seen the coming demand that
Netflix filled? Early in the game, Netflix executives
approached Blockbuster to let them in on the deal.
Blockbusters said no – three times. Eventually
Blockbuster filed for bankruptcy in 2010, when it lost
$1.1 billion. At the time Blockbuster was valued at $24
million, while Netflix’s worth rose to around $13 billion.
Obviously, no one has a crystal ball and no one can clearly
see into the future. However, in all three of these examples, one
entity was able to see the future trends. The other entity – the
established entity – either could not, or did not want to – see
what was coming. They had become comfortable in their status
quo. They had lost their cutting edge.
Where are you in your profession? Your career? Your
business? Have you become complacent? Do you think
creatively about what the future may hold for you? Or do you
just take things as they come, drifting with every turn of the
wind.
In the last chapter in the discussion regarding the Star
Principle, and the Boston Box, the word analyze was used
several times. How much time have you invested in learning
where your industry is headed? What changes are coming down
the road that will affect you, either directly or indirectly?
A decade or two ago, no orthodontist would have dreamed
that their biggest competitors would be the general dentist down
the street. But that is exactly what is happening. Many general
dentists are now offering braces and teeth straightening to their
patients, which has become a threat to orthodontists. Especially
those who have become complacent and have failed to be
proactive in building their business persona.
With the world at your fingertips via the Internet, it’s not
difficult to track your industry trends. Is the niche that you’re
focusing on in an upward swing? What are clients in your
particular industry looking for? How has the market changed in
the past few years? How has social media affected you in your
industry? (We’ll discuss social media in greater detail in an
upcoming chapter.)
The Market’s Perception
Remember that the market’s perception is the reality you
must go with and not your own particular preference. Few
people are aware (or even remember) but back in the 1970s
Avon bought Tiffany’s. Forgetting about the market’s
perception, they tried to make Tiffany’s into Avon. The very
word Tiffany’s spelled elegance and luxury (and had for
generations), but Avon stocked the store with cheap glassware
and crystal. A confused consumer will not buy and sales
plummeted. By 1984 (the last year Avon owned the company)
the store lost $5 million.
Once Tiffany’s was sold, the new owners wasted no time in
refocusing on what they were known for and made a colossal
turnaround. In less than five years the stores earning were up in
the millions.
And who could ever forget the horrible Coca-Cola debacle
in the summer of 1985 when they dared tamper with their 99-
year-old formula. They launched what they referred to as the
new coke and immediately consumer protests were loud and
insistent. They loved their coke and did not want it changed.
Within a week the company was getting 1,500 calls a day
on its consumer hotline, compared with 400 a day before the
taste change. People were buying up the old coke and hording
cases in their basements and garages. Roberto Críspulo
Goizueta, the CEO at the time received a letter addressed to:
"Chief Dodo, The Coca-Cola Company." Most embarrassing
was that it actually reached his desk. The experiment was short-
lived. The consumers had spoken; the market’s perception won.
Tracking Trends
Hopefully you have heard the terms keywords and long-tail
key words. In the simplest form, keywords are the words and
phrases that consumers (site visitors) enter into search box of a
search engine (such as Google) to find what they are looking
for. Use the keywords that pertain to your industry, your
business, but mainly for your niche. You can then use the
search option to discover current market trends, as well as
consumer opinions, on popular sites. Here is a short list that
may help get you started in your trend tracking adventure.
Technorati
Blog Catalog
Twitter Search (can be refined to “Tweets with links,”
Tweets near you,” and “People”)
Small Business Trends
Small Biz Daily
Samepoint
Yet another trend-racking strategy is to use a third-party
management tool such as Hootsuite or Tweetdeck. These are
designed to monitor Twitter influencers in your niche.
Additionally you can also schedule Google Alerts to monitor
the web for you. You will then receive updates from recent
Google results – these will include news stories and current
information on your marketplace.
LinkedIn offers a wealth of information regarding the
business world. You can make your searches narrow to find the
trends you are looking for. LinkedIn's company pages are
excellent for monitoring competitive companies. Various
company pages offer facts such as:
Employee listings (current, former, new, number, recent
promotions, job titles, career paths, top universities,
median age and gender percentages)
Company information (including products and services,
number of employees and stock charts),
Job listings and related companies.
Yet another online tool that allows you to monitor online is
Google Trends. This is an excellent resource that allows you to
get a clear understanding of popular products, services,
companies, and people.

While you may not have a crystal ball, still and yet, as you can
see from the information offered here, there are limitless
avenues you can take to track the trends that will affect how
you run your business and how you interact with your
customers.

Who are your customers? What are they looking for? What
do they want? What do they need? What do you offer that can
solve their problems and meet their needs? Does your brand
reflect that?
More about your customers in the next chapter.
 Chapter 7
Survey Your Existing Clients
or Dream Clients

Polling Clients and Prospects

At this point you are:
Involved in an active business and looking to discover a
niche within that business
Or you’re on the sidelines looking to make a move into a
particular business
Either way, you will need to know what the consumers are
buying. What are their needs? In the preceding chapter you took
the pulse of the business world – your industry in particular – to
ascertain the trends.
Now you’re narrowing your research. It’s time to dig down
and learn more about your potential customers. An effective
way to do this is with surveys and polls.
Creating the Survey
If you have an existing business, this is relatively simple.
Provide a way to present a survey to your current customer
base. This can be done through emails, your newsletter, or
presenting a physical form in your office or business location.
Make sure your survey is short, simple, and clear. If it’s
confusing it will be ignored. Here are a few tips:
Each question should have a well-defined purpose and a
clear reason for being included. Otherwise, edit it out.
Be creative and offer open-ended question. For example:
“Why did you feel this way?” “What made the biggest
impact on you?”
Avoid jumbling two or three questions together. List
questions one at a time allowing the person to think about
the answer to each one
Rating scales are effective only if they are clear. Use
something like: On a scale of 1-5, with 1 being “Strongly
Disagree” and 5 being “Strongly Agree”… Then present
the question.
Closed-ended, yes or no, questions work well as starter
questions because they are easier to evaluate and
complete. The one taking the survey is more apt to
answer the easier questions.
Add a bonus as an incentive. It might just be a free report,
or a discount coupon, but it shows you care about their
opinion and you want to reward them for offering it.
By the way, a great online resource for creating
professional-looking survey is www.surveymonkey.com.
As mentioned, this is the direction you can take when you
have existing clientele. You know these people and a trust level
has already been established. But if this isn’t the case, then you
can turn to polls offered on social media sites. This is a good
way to poll potential customers in your target audience and
discover what they’re looking for that other businesses don’t
provide.
Online Polls
 Running online polls will depend largely on your current
web presence. For instance, if you’re already an active Twitter
user, it’s quite simple to run a poll on that social media site.
Also you will find through an online search several programs
that help in the creation of online polls. I already mentioned
www.surveymonkey.com, but here are a few more to get you
started. Most of these are free, or they at least have a free
version.
http://www.typeform.com/
https://www.google.com/forms/about/
https://www.clientheartbeat.com/ (requires subscription
fee)
https://www.zoho.com/survey/
http://www.surveygizmo.com/
https://surveyplanet.com/
How to Select
As you consider online polling, begin by lining out the
results you desire from the poll and how it fits in with your
business needs and your budget. As you review these programs,
notice that Google Forms is free and offers as much or more
than any other tool out there. But you may have other
considerations such as aesthetics or perhaps more intense
analytic action.
Most people are willing to participate in a poll simply
because they like being asked for their opinion. So set up your
poll, create quality questions and go for it!
 Chapter 8
Your Dream Client (Avatar)

Do You Need Crybabies?

Chad had been a personal trainer and fitness coach for
several years, working within the confines of a local gym. He
was part of the package the gym offered. Because he felt
limited and restricted, he made the decision to go out on his
own.
As with any entrepreneur first starting out, he was thankful
for anyone who was willing to become a client. But after about
six months, instead of being energized by being on his own, he
felt drained and defeated.
One day while having lunch with a business acquaintance,
he began discussing the problems he was having with his
clients. Many of them, it seemed, were belligerent, quarrelsome,
and seemingly ungrateful for the services he offered.
“Are all your clients like that?” the friend asked.
Chad paused. “Well, not all. But several are, and it’s
frustrating. I feel like giving them a punch in the nose.”
The friend laughed. “Sounds like a great customer relations
policy.” But then the friend grew serious. “So why don’t you
fire them.”
“Fire them? That’s money in my pocket. I need them.”
“You need whiners and crybabies? You need agitation and
frustration? Why? You have a choice you know.”
 This was a new thought for Chad, because he really hadn’t
considered that he had a choice. As a new business owner he
was bending over backward to accommodate anyone who
needed his services. He didn’t feel he could afford to turn
anyone away.
Then the friend followed up by asking. “Do you have some
clients who are excellent? Who follow your recommendations
and think you’re awesome?”
Chad nodded and smiled. “I do.”
“Then throw all your energy into your special clients and fire
the rest. The moment they complain, politely tell them that
you’re sure they would find a more suitable fit elsewhere.
Period. End of conversation.”
The plan worked perfectly – even though it took a while to
implement. As soon as Chad had the confidence and the
courage to cull out those less-than-pleasing clients, he never
missed one dollar of income. Just the opposite. His customer-
base was filled with people he enjoyed working with. People he
liked being around. Because they were happy, word began to
spread and his referrals increased.
Client Selection Process
While everything turned out well for Chad, the story could
have ended in defeat. The better solution would have been for
him to have created his own client selection process before he
ever launched out with his own business.
One of your foremost goals in business building is to think
of your customers as long-term. Because you see them as being
around for an extended time, they must be people that you
respect, like, and want to be around. In that case, it would be
good to create a profile on your ideal clients. There is a certain
type of client who will best benefit from your expertise.
 Chad quickly learned that health and fitness can be a touchy
subject for people; they can become defensive quickly. After
assessing his situation, he saw that he was spending an
inordinate amount of time appeasing the disgruntled rather than
pouring himself into his star clients (his ideal) clients. You can
avoid making Chad’s mistake. Take the time to create the
profile of your ideal client.
1. Ideal Client Profile
Begin the profile by using the following criteria:
Demographics – age, gender, income, etc.
Psychographics – this refers to personality, values,
opinions, attitudes, interests, and lifestyles.
Behavior – their similar likes and dislikes, sports,
hobbies, etc.
Below are two websites that can assist you in this search:

http://www.citytowninfo.com/

https://www.quantcast.com/
2. Clients’ Locale
What places attract your ideal client? This applies to both a
physical place or a location on the Internet.
Where do they hang out?
What do they read? Both online and offline?
What do they search for online?
3. Learn the Function of Their Purchasing Process
Function
 What are the needs that motivate your ideal client to want
to purchase the services offered in your niche?
Do they start their research process online? With a mobile
device?
Do you know and understand their problem or need?
What do they perceive as the benefits of finding a
solution to their problem?
4. Don’t Omit Current Clients
Take a close look at the clients you now serve. Among them
you will find those who fit the profile of your ideal client. Prior
to this, you may not have classified them as such, but now your
attention (your thinking) has been altered. You already have a
trust level with them, so reach out to these people.

Life is too short to spend with people who fail to fit your
business model and your niche. If you are pandering to the
problematic people, stop it. Doing so will serve only to drag
your business down and impede your growth.

Action Steps
Chapter 5
Describe an event in the past when you trusted your own
intuition
Describe an event in the past where you failed to trust
your intuition and later wished you had
Determine how your niche compares with the definition
of the Star Principle
Chapter 6
 Research trends in your industry and niche
Make a list of the trends you uncover
Make a list of keywords and long-tail keyword phrases
that pertain to your niche
Track these keyword to chart trends in how and when
they are used

Chapter 7
Survey your existing clients (find out why they chose to
do business with you)
Use an online poll to reach out to prospects

Chapter 8
Create a thorough profile of your ideal client
Take definitive steps to fire problematic clients who add
no value to your business model
Use the profile in the future to spend quality time dealing
with your ideal client(s)

Additional Gifts to You, to help you get the most out of

this book

Get access to the 7 free videos that give you

a short abstract of the 7 millionaire moves and more ...

visit this website now:

www.AuthorityPositioningBook.com
 Part IV

MATCH – Offer

If you work just for money, you’ll

never make it, but if you love what you’re
doing and you always put the customer
first, success will be yours.

Ray Kroc
 Chapter 9
Top 4 Ingredients for
Success:

In Chapter 5 we discussed the Star Principle and what it

takes to build a winning business. In this chapter we will take
that discussion further and deeper. We will get down to the nitty
gritty details of exactly what it takes to make your business the
success that it deserves to be.
We’re going to look at the top four needed ingredients
necessary for that success. They are:
1. Growing Niche
2. Scalability
3. Continuity
4. Joint Venture Opportunities
Growing Niche
I mentioned in Chapter 2 that you cannot be everything to
everyone. In years past, having a generalized (generic) business
was never a problem. Today as technology expands almost at
the speed of light, competition in every area is also growing.
This is why it’s a winning combination to narrow your focus
and narrow your target audience. In other words, find your own
particular niche and become the leading authority in that niche.
The glaring questions is – which niche should it be?
 I’m sure you can agree that in the industry of life coaching,
the field is quite packed out. This area has become more and
more popular in the past decade or so. How could a person
stand out in such a crowded field?
Val Nelson, an admitted introvert, realized that the women
she most identified with were like her. They too were shy and
withdrawn. That became Val’s niche. She calls herself the
Black Swan Coach. About herself she says she’s a former
wallflower who now loves networking. And her networking has
paid off in spades. Many introverts who had long since given up
the dream of ever being able to take center stage are being
transformed by Val’s coaching.
Likewise, Brad J. Lamb of Brad J. Lamb Realty in Toronto,
has carved out a highly specialized niche in real estate. We all
know that real estate agents are a dime a dozen, but Lamb chose
to zero in on the Toronto condo market. Whereas other agents
spend time learning about all types of real estate – which can
take years – this agent has shortened the learning curve.
Because of this, the agents on his team are brought up to speed
in less time than other real estate agencies. By narrowing his
niche Lamb personally knows about buildings, rental potential,
condo boards, and the amenities of virtually every building in
Toronto.
Where within your industry can you find a growing trend
within which you can find and nurture your own niche? Refer to
Chapter 6 to review the steps in tracking trends to see where
your niche and your industry fit in the bigger scheme of the
business world. Those trend charts will show you specifically
what niches are growing.
Scalability
The second ingredient in a successful business is scalability.
This refers to how a business model can be expanded and yet
not increase its cost base. The ability to scale up should
definitely be considered when creating a business model. Only
then will there be long-term advantages for the niche business.
If there is potential for an increase in revenue and yet retain the
fixed cost base, the business become exponentially profitable.
Let’s take a software program for example. Once the
program is developed, selling more product will not involve a
great increase in operating or production expenses. A service
business, on the other hand, is not usually thought of as a
scalable model simply because it relies on the output of team
members to increase the revenues. This is not to say there is
anything wrong with starting up a service business, but this
factor needs to be taken into consideration.
Continuity
Continuity in business is all about taking care to build, and
improve, resilience within the business. It will involve looking
ahead to be prepared for any storms that you might face. Plans
and strategies must be in place to allow you to recover quickly
from any type of disruption that might come your way. By
building a strong foundation for your business there will be
stability in times of crises.
The old adage, expect the best and prepare for the worst, is
applicable in this case. At all times there must be safeguards in
place to protect your stakeholders, reputation and your brand.
Part of your business-building process should include a
business continuity plan. Such a plan will set out roles and
responsibilities for each member of the team. The plan will also
list a series of contingencies that enable key business activities
to continue in the most difficult circumstances. An example
might be when a vital computer system becomes unavailable.
What steps will be taken to continue business as usual?
Additionally, a good continuity plan should include:
Steps to take to monitor the current risks
Preventative actions to take to reduce its probability and
impact of an unexpected incident
Have plans in place outlining actions to take during an
incident – these plans are to ensure that operations can
continue even with reduced staff and resources
Actions to take following an incident to ensure that the
business can resume to normal or near-normal operations
Even if your business is a small startup, still and yet, your
ability to respond swiftly and effectively to a major incident has
never been more crucial.
Joint Venture Opportunities
It’s not always possible to grow your business on your own.
There may come a time when your plans for growth and
expansion require more capital (or more marketing savvy) than
you can provide. This is the point when you might consider a
joint venture. In other cases, the entrepreneur may seek out a
joint venture partner at the very outset of a startup. Either way,
procuring additional funds can serve as a catapult to take your
business to the next level.
While it may sound enticing on the surface, there must be
certain things in place before taking this step. We will take a
more in-depth look at joint ventures in Chapter 20
 Chapter 10
Positioning

How To Differentiate Yourself

Now we come to the subject of positioning. This is a
concept in marketing that gives the outline of how you will
market your service or products to your target audience. Your
position in the marketplace is how you differentiate yourself
and your business from your competitors.
Much of what has been discussed in the book this far has to
do with your position – even down to learning your own
personal values. As you discovered and began to move toward
your niche and to identify your target market, you were in a
sense, carving out your own special position. You are
establishing the identity of your brand.
As was pointed out in the previous chapter, both Val Nelson
and Brad J. Lamb positioned themselves in their respective
markets. Whoever heard of a life coach for introverts? But Val
knew the need existed and she positioned herself to meet that
need. That never would have happened has she not looked
within herself and saw the need.
Initially, it’s your capabilities, knowledge, and experience
that lead you to your position. You check the trends and the
competition to see which way the market winds are blowing.
Then it’s time to create a marketing strategy to establish and
secure that position. But remember the position is fluid and can
be adapted with future changes in the market.
Positioning Statement
To more carefully define and understand positioning, it’s a
good idea to create a positioning statement. This will differ
from a business mission statement in that the mission statement
focuses on the core purpose of your business. It serves to help
you and those on your team (employees or partners) to
understand how everyone fits into the big picture of the
business entity. Many companies like to post their mission
statement on their website and other promotional materials.
The positioning statement on the other hand, is not for
public eyes. It’s more personal and has to do with
differentiating you from other similar businesses out there. You
could say your position statement is a description of the
objective of a specific strategy. In other words, it has much to
do with how you will market who you are.
In his book Crossing the Chasm, Geoffrey Moore offers the
following template for a positioning statement:
For (target customer) who (statement of the need or
opportunity), the (product name) is a (product category)
that (statement of key benefit – that is, compelling reason to
buy). Unlike (primary competitive alternative), our product
(statement of primary differentiation).
http://www.amazon.com/Crossing-Chasm-Marketing-High-
Tech-Mainstream/dp/0066620023
Depositioning
A few decades ago, Avis car rental came up with the idea to
boast about being ”number two” in the car rental industry –
freely admitting that Hertz was the front runner. In their ad they
stated that due to the fact that they were in second place, they
tried harder to please their customers. This, of course, inferred
that that Hertz, in their secure place, was not as careful about
customer service.
Was that totally true? It didn’t matter. The positioning
technique worked like a charm. Customers loved it. This is
known as depositioning.
Name Positioning
An important part of positioning is the name of the
company. Choosing an indistinct or vague company name can
be disastrous. Domino’s Pizza is a great example. At the outset,
company owner Tom Monaghan saw he could in no way
compete with pizza places like Pizza Hut, so he carved out his
niche in the home delivery segment.
The name came about because at the time Monaghan had
another pizza place called “DomiNick’s Pizza.” Since he
couldn’t use that name, he chose one that was close –
“Domino’s.” Who knew the company would then grow and
expand. Soon he was being sued by Amstar Corporation
because of their Domino Sugar trademark. For years he was
mired in a lawsuit.
During those years, Monaghan selected a backup name just
in case he lost the lawsuit. That name was “Pizza Dispatch,”
which clearly explained the company’s position. Once they
were past the lawsuit, however, he deemed it too expensive to
make the name change, so it remained Domino’s. But looking
back he stated in later years, he wished he’d made the name
change. By his own admission, the name Domino’s is just too
vague and has nothing to do with pizza.
Then there is the clever startup brokerage firm who chose a
company name of “Parker, Ford & Associates Brokerage.” It
sounded professional, solid, and established. The truth was, no
one in the group had the name of Parker or Ford. The best part
about the name was that no matter who left the firm – or joined
it – the name never changed. Smart positioning idea.
Steps in Positioning
Know your target audience well
Identify the product features
Unique selling Propositions (what sets you apart)
Know your competitors
Ways to promote brands (targeted advertising)
Maintain the position of the brand (continue to live up to
the expectations of your clients
Your position in the marketplace must be established before
you can effectively begin a marketing (advertising) campaign.
In the next chapter we’ll touch on how to create your
irresistible offer.
 Chapter 11
Irresistible Offer

You can make offers to your target audience, or you can

make an irresistible offer. In this chapter we’ll take a look at the
difference, and how you can make the latter work for you in
your own niche.
Quite frankly, people have become immune to offers.
They’ve become almost blasé. This does not mean that special
discounts and offers will no longer work to draw new prospects
and reward established clients. It simply means you will have to
become more attentive and creative when you design the offers
you put out there.
We’ve already established the fact that you now know your
target audience. You know what they want and what they need.
You know what appeals to them. You know how they buy so
you know what motivates them to make a purchase. All of these
details will go into the design of your offer and will help you to
make it irresistible.
Make the Outcome Obvious
Your customers want a solution where their purchase
(investment) will bring to them a tangible result. Your offer will
clearly present how they can gain those results.
If the path to get to the offer is vague and unclear, then the
offer is unconvincing. The clearer you make the path, the easier
for someone to decide whether or not the investment will be
worth it.
Use Testimonies and Endorsements
People often don’t have time to do extra research. By
offering the words of other happy customers, you will make the
decision easier for your prospect to take you up on the offer.
The Value Should Outweigh the Cost
People like to get “more for their money,” and you can
incorporate that concept into your offer. Clearly show the
monetary value against the smaller price that they will be
paying.
Go After the Active Seeker
You are not looking for the person who needs what you
offer – but doesn’t know it yet. You must target your offer to
the person who WANTS your offer right now. This will not be
the group who needs to be convinced or converted. All you
need to do is prove that you can deliver the goods. And they
will be happy.
Create a Sense of Inclusion
People are drawn to a sense of belonging, or a sense of
identification. They want to be a part of a group. Look for ways
to bring this into your offer. Ask the question: What’s the
deeper collective experience that’s involved? How can that be
used that to tell a story?
Think of the Cracker Jack marketers who use their story to
appeal to those looking for a solution to their problem. A good
example is author of Rich Dad; Poor Dad, Robert T. Kiyosaki.
People who read his book identify with the thinking of the poor
dad. They feel akin to being stuck in patterns of wrong
thinking. They are looking for a way out. And Kiyosaki offers
exactly that. And he’s made millions.
Don’t Forget Incentives
As you create and design your irresistible offer, think of
extras that can be added to the package. (For example, order
this book and receive a free report.)
Use Scarcity and Urgency
You will see this used with many different types of offers –
such as stating that the offer ends on such and such a date.
(Urgency) Or stating that only a “few are left in stock so order
now.” (Scarcity) Don’t minimize the effectiveness of this
marketing technique. It definitely works. The undecided person
will not want to miss out on this amazing offer.
The Why of the Irresistible Offer
You’re not in this arena by yourself. Your competitors are
out there contending for the same customers. This is exactly
why you are narrowing down your business into a niche; and
it’s also why you are creating an effective irresistible offer.
Your irresistible works in three different ways:
1. It compels your prospect/clients to act because you
have presented a viable solution for their existing
problem
2. It clearly points out what your prospects/clients will
or miss out on if they pass up your amazing offer.
3. It convinces your prospect/client to say, “Yes, I’m
ready to buy now,” (not in 5 days time) because you
 have created a sense of urgency
In the long run, your irresistible offer(s) will make you
stand out from your competition and will attract your ideal
customers.

Action Steps
Chapter 9
Take time to assess by answering the following
questions:
Is the niche you’ve chosen a growing niche?
Is it scalable?
Do you have a continuity plan in place? (Of
not, make one now.)
Do you have the needed requirements to
attract a JV partner?
Chapter 10
Write out your Position Statement
Compare it to your Mission Statement

Chapter 11
Create and design your irresistible offer using the tips and
 techniques in this chapter
Set up a plan when and how your offers will be presented

Additional Gifts to You, to help you get the most out of

this book

Get access to the 7 free videos that give you

a short abstract of the 7 millionaire moves and more ...

visit this website now:

www.AuthorityPositioningBook.com
 Part V

Media

I think it's fair to say that

personal computers have
become the most empowering
tool we've ever created.
They're tools of
communication, they're tools
of creativity, and they can be
shaped by their user.

Bill Gates

Authority Positioning Doesn’t Happen By Accident

Entrepreneurs, business owners, professionals are busy
people. Their schedules are filled to the max overload.
Countless myriads of details demanding your attention in order
for you to keep all the spinning plates in the air. Hopefully
without dropping one. Check out these questions:
Do you want your business to expand?
 Do you want your profit margin to increase?
Do you want your brand to become recognized in your
industry and/or in your community?
Do you want to be considered as an authority in your
field of endeavor?
I’m sure you answer is yes to every question. The next
questions will not be answered quite so quickly.
Do you want to give marketing high priority status on
your business to-do list?
Are you ready to invest time to learning various aspects
of marketing?
In the first chapters of this book, you laid a strong
foundation by learning more about your inner self. You’ve
begun to indentify the niche you wish to pursue. (The niche in
which you would like to excel and become the authority.)
Authority positioning will never happen by accident any more
than the resetting of your behavior patterns happens by
accident. This area demands that you be intentional.
Why So Reluctant?
It goes without saying that marketing is a crucial building
block in getting noticed and rising above the competition. If that
is so – and it is – why is it that the majority of entrepreneurs are
reluctant to give marketing the time and attention that is
required?
The reasons are many and varied, but here are just a few.
(You may relate.)
I simply have no time to devote to marketing
Even if I had the time, I have no idea where to begin
There’s so much going on in the business world today,
 I’d be barely a speck on the radar
Facebook (insert any and all other social media names in
this spot) is just for chit chat – it’s a waste of my time
So and so (insert a friend or colleague’s name here) paid
some public relations firm for some promotion campaign
and it was an epic fail
I’m a professional – people know I’m a professional –
that should be enough
All of these reasons are coming out of a dream world – not
in light of the real world. Not in light of modern technology.
Not in light of how fast the world of consumers and how they
buy, is changing.
You’ve already learned how to take steps to reprogram your
mind and your thinking. Now it’s time for a massive paradigm
shift in how you view your industry, your place (niche) in that
industry, and how you can become the authority figure in that
industry. And it all has to do with marketing.
People Shop on Their Terms
In years past the company who could hire the sharpest
advertising company, and pay big bucks for slick magazine ads,
came out ahead of the pack. The professional who sported the
flashiest Yellow Pages ad was usually the winner.
As I stated earlier in the book – those days are over and
they’re never coming back. In this day and age of the
domination of technology, by the time a prospect calls you,
talks to you, or visits you, they have probably already checked
you out online. They’ve been shopping on their own terms.
(You might call it research.)
They’ve read the content on your website. (You do have a
website, right?)
 They’ve watched your videos. (You do have videos on
your website, right?)
They’ve browsed through the testimonials on your
website. (You do have testimonials on your website,
right?)
They’ve read your profile on LinkedIn. (You do have a
profile on LinkedIn, right?)
Okay, I won’t go on and on, but you get the picture. The
point here is that that prospect wants to find these things. They
are intentionally looking for these things. This is why the
paradigm shift I mentioned is crucial for survival in the age of
technology. The old ways of marketing have gone the way of
the dinosaur.
In Part V and Part VI, we will be taking a closer look as
ways in which you can actively and intentionally market
yourself. Obviously, you’ll never have the time or resources to
follow every one of these avenues, but by knowing what’s
available you can better decide which direction will best serve
your business model.
 Chapter 12
Google Plus

Link Up With the Giant – Google

When it comes to Social Media sites Google Plus (better
known as Google+) is the new kid on the block. But their site is
quickly becoming a force to contend with. Their number of
monthly users exceeds 300 million. This puts them in the
number two position – ahead of Twitter, but right behind
Facebook.
One of the main advantages of Google+ is that it gives you
the ability to connect with people you don’t already know based
on common interests. Instead of gathering friends or fans,
Google+ is based on “circles.” You can then connect with
hundreds of other people and then classify them. For instance
they may be coworkers, friends, customers, prospects, or
influencers.
The frosting on this social media cake is that Google+ is
tied right into the gigantic Google search engine. And because
Google clearly dominates the search engine market, your
activities on Google+ mean you will show up higher in the
search engine rankings.
As stated previously, you cannot possibly remain active on
all social networking sites, but simply due to its size and clout,
you may want to seriously consider Google+. The audience
may not be as engaged as, say, Facebook, but the widespread
exposure cannot be minimized.
If you are the entrepreneur and head of your own business,
you might consider creating a profile for you and another for
your business. Once you set up your name on these sites, no one
else can use your names.
While Facebook allows you to like a comment or a fan
page, or a profile, Google+ allows you to click the “+1” icon.
This in turn increases your online visibility. Your Google+
profile can be linked to your company website, or your blog
site. Or both.
Grow Your Presence
Once you set up your page, you can begin to invite people.
Google makes it easy to find people on your email database
who also have profiles on Google+. Additionally, you can
follow influencers in your industry. Simply find and then
follow.
As with other social networking sites, you can post updates
and even share posts from others who happen to be in your
circles.
This also works outside the Google+ site. You can tag
another site (a blog you may like for instance) and give it a +1.
Not only are you now linked with, and noticed by, the site
owner, but you are also building your social reputation.
The Google+ communities is yet another way to engage
with others in your field of interest. You will connect with other
members and possibly attract prospects for your services and
products.
If you have a group of people (say your VIP customers) and
you want to engage them in a virtual discussions, you can use
what is known as a Google Hangout. When you stream a live
Hangout, at the close of the discussion, it is automatically
posted to You Tube. This is a great way to upgrade your
professional online presence.

As with all social media sites, Google+ makes setting up your

profile simple and easy. Just go to Google+ Help and follow the
prompts. You’ll be up and running in no time at all. Connecting
with Google+ will greatly enhance your online presence.
 Chapter 13
LinkedIn

While sites like Facebook and Twitter may be seen as more

informal and social, LinkedIn has always been the site that
targets professionals. From the very outset when it started in
2002, the site was designed to help people further their careers
as opposed to catching up on the news of family and friends.
The idea caught fire and growth became exponential. By 2010
LinkedIn had 1,000 employees in 10 offices around the world –
and their members numbered over 90 million.
When setting up a LinkedIn profile, your information will
center around your experience, talents, abilities, education, and
any credentials that give you credibility in your industry. In the
early years, this became the site where human resources (HR)
recruiters flocked to when looking for new additions to their
staff. Equally, it was used by those looking to advance in their
career. It was the place to see and be seen.
In more recent years, LinkedIn has become a goldmine for
sales people looking for prospects. (Something LinkedIn
encourages, by the way.) The tools allow you to search for, to
connect to, to interact with, people who might otherwise be
difficult to reach. The extensive use of demographics makes it
easy to drill down to find your targeted prospects.
As with other social networking sites, you begin with
setting up your profile. Also as with other such sites, it is super
user-friendly. Just fill in the blanks. You can add your photo for
personalization. You can add images, videos, and presentations
to help make your profile stand out. Your LinkedIn site can be
linked to your website and your blog site.
The site allows you to post activities, which can be most
anything that has to do with your business products or services.
For instance, you can share articles that are industry-specific
and that post will show up on the weekly activities summaries
that are sent from LinkedIn to your connections.
Other business and professional acquaintances can
recommend you. This can be from former employers,
coworkers, vendors, and customers. It’s simple to make a
request for a recommendation rather than waiting for them to
come to you. The more recommendations you have, the greater
your credibility.
While LinkedIn is a free site, they also offer paid venues
such as their paid ads and premium memberships.
LinkedIn, quite literally, offers an almost endless array of
ways for you to remain visible on the site. Because you can’t do
it all, the best course of action is to choose two or three of the
least time-consuming activities and go with those. The key is to
remain as consistent as possible. The time spent networking on
this strategic site will pay off in big dividends later on.
 Chapter 14
Facebook

After all these years of Facebook being the top-ranking

social media site, it amazes me how few business owners are
unaware of the difference between a Facebook profile page, and
a Facebook fan page. I’m sure this is one of the reasons so few
get on this bandwagon – they still perceive FB as a site where
friends and family (and don’t forget old high school buddies)
gather to chat. That misconception means that many are losing
out on this amazing opportunity to build a strong web presence
via this site.
Actually, a FB fan page is designed especially for business
use and can be one of your strongest online tools for exposure
and outreach. Fan pages can be totally separate from a personal
profile page. And actually, it’s best to separate your business
from your personal FB posts.
Facebook overall (both personal pages and fan pages)
boasts over one billion users. (That billion with a B.) The best
reason for using FB is clear and simple – this is where your
prospects and clients are spending their time. If your presence is
not established here, you are missing out in a big way.
Facebook is the perfect place to showcase your business,
your insights, your special offers, as well as industry news.
Articles and blogs can be linked to the posts, and adding videos
is simple, easy, and quick.
 To set up your business fan page, go to:
https://www.facebook.com/pages/create.php.
Once there you will be given a choice of category:
Local Business or Place
Company, Organization, or Institution
Brand or Product
Artist, Band, or Public Figure
Entertainment
Cause or Community
If your FB page is brand new, it will take time to begin to
populate the page with posts and updates. The site offers six
posting options:
Plain text status
Photo with caption
Link with caption
Video with caption
Event page
Location check-in
A good rule to follow is to use a variety of content. You
have studied your target audience. What are they interested in?
What questions do they want answered? What videos might be
of interest? What statistics might they like to see?
Facebook allows you to schedule a post for future release.
In the lower right hand corner of the post you will see the word
“Publish.” In the dropdown menu you can select “schedule.”
The message says: “Select a date and time in the future for
when you want your post to publish.” In this way you can create
a month of posts in one sitting and schedule them to appear in
the days ahead.
Facebook was one of the first social media sites to cater in a
big way to businesses. For a fee you can boost your posts. This
is great when you have a special announcement or upcoming
event. Also, paid FB ads are extremely successful. The reason
being because demographics are narrow.
Let’s say you’re looking for pet owners. And not just pet
owners but dog lovers. Because those dog lovers are clicking
the “like” icon on so many different dog-lover pages, all that
information is recorded by FB. And it’s all there for you to take
advantage of. The paid ad campaigns that you set up can be as
narrow as you would like, even down to the geographical
location, age, and gender.
Those ads will appear on the very pages of the people you
are targeting. And there are virtually hundreds and thousands of
them on the FB site every day. What most business owners love
about FB ads is that you control the budget. If you only want to
spend $25 a day, that’s where you set the budget when you
create your campaign. (So much different than years ago when
businesses paid thousands of dollars for one ad campaign.)
No doubt you’re beginning to get the picture here. Facebook
is so much more than a social media site. It truly can be a hub
for your online business exposure. And, just as with the other
sites mentioned, your FB icon can be embedded in your website
and in your blog site. And likewise, your website can be
featured on your FB page,
 Chapter 15
YouTube

You may or may not know that YouTube is now a part of

the giant that we talked about earlier – Google! That’s right.
The two are closely intertwined. This means when you take into
consideration the current obsession with visual content, and add
to that the presence of the largest search engine in the world,
you have a combination that is unbeatable.
The concept, thought up by three employees of PayPal, was
activated as "YouTube.com" on February 14, 2005. The site
itself developed over the ensuing months. By May of that same
year, they gave the public a preview of the site, and six months
later, YouTube made its official debut.
The growth in its short life has been nothing less than
spectacular. Statistics show that by 2012, about 60 hours of new
videos were loaded to the site every minute. Today that has
grown to 72 hours of new video posted every minute, and the
site has eight hundred million unique users a month.
The owner of a small business – or the solo entrepreneur –
might look at that enormous size and wonder how they could
keep from drowning in all that confusion. However, just the
opposite is true. You will not drown; you will chose your
position, move into that position, and own that position.
With the use of effective key words, and long-tail key word
phrases used in your videos, you can easily be found. And keep
in mind any and all videos that you post on YouTube are
interactive with all your other social networking sites, in
addition to your own business website. You will be pleasantly
surprised how quickly the number of your followers will grow
as you learn how to maximize your site.
Below are a few ideas of ways in which you can make the
best use of your own YouTube site:
Product demonstrations
Testimonials from satisfied clients
Interviews with key company team members
Step-by-step how-to’s
Videos of clients using your products (or services)
Industry trend updates
Question and answer sessions
Company events (milestone anniversaries, holiday
specials, etc.)
The list will be limited only by the imagination of you and
your team members.
Unlike the old days, you no longer need a studio with
special lighting and expensive camera equipment to make a
good video. Today a good video is not the one that boasts the
highest quality in videography. Rather, it’s the one that has the
best content and will get the most views. Otherwise, how could
cruddy little videos from a smart phone go viral every day? In
today’s world, content is number one; quality is number two
when it comes to videos.
You can purchase a video camera if you see you will be
doing a lot of videos, but you certainly do not need to buy the
most expensive one.
Also, there is software available to make creating your
videos even easier. Two of the more popular ones are:
 Animoto: https://animoto.com/
Stupeflix: https://studio.stupeflix.com/en/
From this information, hopefully you will come to realize
that not only is visual content popular and appealing to the
masses, it’s a key way in which you can move even deeper into
your own authority position. A video of you talking to your
prospects about the answers you have to their problems, will
add more credibility than the most expensive advertising.
Action Steps
Assess your attitude about marketing by answering the
following questions:
Do you want to give marketing high priority
status on your business to-do list?
Are you ready to invest time to learning
various aspects of marketing?
Review the reasons/excuses below that might affect the
marketing activities of your business. Which ones fit your
mindset and your situation?
I simply have no time to devote to marketing
Even if I had the time, I have no idea where
to begin
There’s so much going on in the business
world today, I’d be barely a speck on the
radar
Facebook (insert any and all other social
media names in this spot) is just for chit chat
– it’s a waste of my time
 So and so (insert a friend or colleague’s
name here) paid some public relations firm
for some promotion campaign and it was an
epic fail
I’m a professional – people know I’m a
professional – that should be enough
Chapter 12
Go to the Google+ site, create an account, complete your
profile
Schedule times to keep your Google+ site updated
Chapter 13
Go to the LinkedIn site, create an account, complete your
profile
Schedule times to keep your LinkedIn site updated
Chapter 14
Go to the Facebook site and create your business fan
page; complete your profile
Schedule times to keep your fan page updated
If Facebook ads are in your future, schedule times to
create, and then set up, your ad campaigns
Chapter 15
Go to the YouTube site, create an account, complete your
profile
Schedule times to keep your YouTube site updated

Additional Gifts to You, to help you get the most out of

 this book

Get access to the 7 free videos that give you

a short abstract of the 7 millionaire moves and more ...

visit this website now:

www.AuthorityPositioningBook.com
 Part VI
Marketing

Our job is to
connect to people, to
interact with them in a
way that leaves them
better than we found
them, more able to get
where they’d like to
go.

Seth Godin
 Chapter 16
Active Word of Mouth – How
to go Viral Online

Building Relationships
Decades ago – before the age of technology – every
business knew that word-of-mouth (now known as WOM; or
WOMM – word-of-mouth marketing) was the highest and best
when it came to exposure. Nothing could beat people saying
good things about you, your business, and your services and
products. Well, guess what? That has not changed. Statistics
have repeatedly proven that consumers will believe their
friends, family, and coworkers before they will belive an ad.
The only difference is that in today’s changing world, WOM
can move at lightning speed and cover the globe in an instant.
This should be the most obvious facet of establishing your
authority position. In spite of that fact, very few business
owners and entrepreneurs are actively going after this
marketing segment.
One of the key ingredients of WOMM is connecting and
building relationships. It’s easy with social media sites to
collect as opposed to connect. It looks so good to have hundreds
of likes on Facebook and hundreds of followers on your
YouTube account. But how many of these people are actually
being engaged?
 Keep in mind that everything about social networking has to
do with it being a two-way street. What good does it do for your
followers to comment, make suggestions, voice concerns, or ask
questions, if they are never answered? It’s crucial that all the
bases are covered and that you are continually engaging.
Believe it – even the person who never leaves a comment is
still reading the other comments and your answers. They are
impressed when they see you are taking the time for people.
You have now become a real, living, breathing person to them.
The responsibility is on you to give your followers (your
prospects and clients) content to talk about and comment on. It
cannot be talked about if it’s not presented.
Make it easy for your site visitors to engage and don’t make
them have to search. Let them know that their input is valuable
to you. Never forget to add a call to action, giving a specific
invitation for them to leave their comments. Create contests and
surveys to allow them to engage with you.
A post that takes a fan a few minutes to write on your
Facebook fan page will be seen by hundreds of their
acquaintances who trust them. It can then go out from there and
touch hundreds more. Not only are they sharing it on social
media sites, but they are also talking about it over the dinner
table, in the break room, and at a business meeting. This is how
things go viral on the Internet.
Your WOMM Strategy
How will your WOMM strategy work? Basically it should
be credible, repeatable, measurable, and respectful. Honesty and
integrity are the highest aim.
A great example of WOMM is the campaign that Seattle’s
Best Coffee created for Black Friday. They called it the “Black
Friday Coffee Break” campaign and they targeted retail workers
who had the tough job of working on one of the biggest retail
shopping days of the year – Black Friday (the Friday following
the Thanksgiving holiday).
The reward options included $2-off coupons, free coffee
sent through the mail, or a free cup of brewed coffee at one of
their locations. Amazingly, the brand received 125 million total
impressions in two weeks and 6 million YouTube impressions.
Now that is true WOMM!
Going Viral
So what does it actually mean for something to go viral on
the Internet? The term is taken from the word virus, which is a
medial term that describes an infection agent which can then
infect all types of organisms.
Now translate that over into Internet terms. (By the way,
this is a good type of virus, not the kind of Internet virus that
can wreck havoc.) To go viral is when some type of content –
be it a blog or a video or whatever – has infected people on an
emotional level and they want to share it with others. They want
to share with others how they feel.
So what would define something as having gone viral?
That’s a matter of opinion and not everyone agrees. It’s not
only the number of shares (or views), but also the time span.
Some have said that a video can be considered viral if it gets
more than 5 million views in a three to seven day period. Now
whether or not that is true is beside the point. The point is that
WOMM is alive and well in the age of technology and you can
have a piece of that marketing pie. Whether or not you ever
have five million views, or five million shares, or even five
million likes, doesn’t matter.
Once you grasp the power of interaction, engagement, and
connections through the use of social networking, it will change
the way you do business. No longer will you be making an on-
again, off-again, half-hearted, stab-in-the-dark approach to
media marketing. Instead you will be intentional and strategic.
In a very short time, you will see your search engine rankings
rise, and you will experience what it truly means to own your
authority position.
 Chapter 17
Bestselling Book

Play the Waiting Game

Authoring a book has always brought with it a degree of
credibility. Especially if that book was written by someone who
was an expert in his or her field, and wrote with a degree of
authority.
The problem in the past was that finding a publisher, or an
editor, or an agent, was an excruiatingly slow and often painful
experience. The manuscript (or proposal) might be submitted to
a publishing house and the reply take months to arrive. If the
answer was a rejection, then the manuscript (or proposal) would
be submitted to the next pubisher on the list. If, at long last, one
house might express a degree of interest, they might now ask
for the manuscript. Then everything would go to the editorial
committee. By now, another few months have passed. If the
purchase is made, then negotiations begin. The contract goes
back and forth a few times and another couple of months have
passed.
Once everything is placed into the mix, the actual release of
the title could very well be six months down the road. Plus the
publishers have the final say on the cover art – the author’s
opinion doesn’t count much.
It’s a New Day
 While this process is still in existance – but used by fewer
and fewer authors – today is a new day in the world of
publishing. Indie (independent) authors abound and are making
themselves to be heard and recognized.
Digital books, and entities such as Amazon’s CreateSpace,
BookBaby, and Lulu, have changed everything. Now it’s
amazingly simple to write a book, have it professionally edited,
hire a graphic artist for the cover, hire someone to
professionally format for digital and/or print, purchase an
ISBN# and you‘re off and running. When you become a book
author, your position of authority goes through the roof.
What used to take years (mostly months of waiting), can
now be acomplished in a few months. (Even quicker in some
cases.) If you have ever had an idea of something about your
niche that you would like to share via a platform larger than a
blog, article, or web content, there may be a book in your
future.
One Step At a Time
As with the other areas that have been discussed, everything
about producing a book will seem daunting at first. But taken
one step at a time, it’s not at all difficult. It’s possible, plausible,
and quite profitable. Not only in book sales, but also in
recognition.
Your book (or books) can be featured in any and all of your
social networking sites. Books can be used as gifts, or prizes, or
as marketing incentives. Amazon’s CreateSpace – for creating
your print copies – offers great customer service, with service
reps who will answer questions and walk you through the
process.
Another amazing aspect of a book is that it can actually be
used as a focal point around which one can build a business.
Sounds a big far fetched, right? But it’s true. Let me tell you
how I know.
Mary’s Story
This story begins with a lady named Mary Bray. Mary grew
up in the Minneapolis/St. Paul area of Minnesota. She could
never remember not being overweight – even as a child. Her
battle with her weight became a lifelong struggle.
As an adult, she was an overweight mom, and a practicing
psychologist. But then something changed. Mary says, "After
having tried every diet known to man and woman, I was fed up
and I realized that food was not the only reason I was
overweight."
She looked deep inside herself to find the answer. She
looked outside herself by combing through a mountain of
research, and ultimately she created a cutting-edge weight loss
program.
Mary, quite literally, became her own first client. She lost
47 pounds and at age 46, she bought – and wore – her first
bikini. It was like a dream come true.
Later, she fulfilled yet another dream by moving to
Switzerland to live. This was the point when my path crossed
with Mary’s. I had already been studying and teaching success
principles for a number of years. When I met Mary and heard
her story, I quickly saw how these principles could be applied
to her program.
First of all, I suggested that she put together a book that we
could use as the focal point of the business. She wrote her book,
Forever Slim and together we set about to make the book a
bestseller. I established a publishing house just for the book.
Additionally, around this bestselling book I created an entire
company. The bestselling book was the tool to get her
positioned as the number-one player in the field of weight loss.
(Today we would say niche.) We wanted to place her in the
authority position.
Back in 1991, this was quite a feat because there was no
Internet, no Google, and no Amazon. The bestseller list for
books had two categories – fiction and nonfiction. That was it.
In the publishing world at that time, there was a saying,”It's
absolutely impossible to create a bestselling book with an
unknown author and an unknown publishing company.” But
that's exactly what I did. This is the type of challenge that I
love, because it's my belief that everything is possible.
I studied what criteria were needed to become a number one
bestselling book. I studied, and I researched, and I did a great
deal of detective work. I bought a one-page ad in the only
Sunday newspaper at that time.
I created the first advertorial, I wrote about the book and
about the author. Then I put together an author tour. All of this
was done in a short period of time – about ten days or so.
I lined Mary up with the biggest bookstores in Switzerland
where she gave presentations and signed autographs. All of this
led the book ranking on the bestseller list. That, of course,
positioned Mary as an authority.
This gave her a lot of press and we made the money with
the back end by giving seminars all over Switzerland. We also
created a system of books and cassette tapes that we sold
through magazines and newspapers ads.
I share this story, not because I am telling you to go and do
the same, but rather to demonstrate exactly how powerful a
book can be. When handled correctly, the influence from a
book (or books) can be enormous.
Chicken Soup for the Soul
 Another successful book story is about two motivational
speakers Jack Canfield and Mark Victor Hansen, who liked to
use inspirational stories in their talks. Those stories received
such strong feedback, the two began to envision a book full of
inspirational stories.
They headed to New York City to pitch their idea to the
publishers there, but received nothing but rejections. After a
long discouraging journey, they met Peter Verso, the owner of a
small health and wellness publishing house in Florida named
HCI. Peter loved the stories, so he decided to give the book a
chance. Peter then became the founding publisher for the book
named, Chicken Soup for the Soul.
At the outset Mark and Jack hit the road and were selling
books out of their trunk, but they were only too happy to do it
because they believed in their book.
Today the company, Chicken Soup for the Soul Publishing,
has been sold and the titles are distributed by Simon & Schuster
publishers. To date there have been over 200 titles in the series.
Under the new ownership group, the company has expanded
into other categories. They market pet foods under the brand
Chicken Soup for the Pet Lover's Soul and a line of soups,
sauces and other prepared foods under the brand Chicken Soup
for the Soul.
And to think it all started with one book.
Is there a book inside of you waiting to get out? You can
make it happen!
Note: Assisting our clients in creating and publishing a
bestselling book is part of the DFY package that we provide. If
you would like our company to help you in this endeavor,
contact us by clicking the link below.

www.AuthorityPositioning.Agency
 Chapter 18
Live Interactive Online TV
Show

A New Venue
In recent years, technology and the Internet have presented
a number of ways in which entrepreneurs and business owners
can interact with a live audience. One of those is webinars.
Webinars allow the audience to chime in with questions and
comments throughout the presentation. These have been, and
are, extremely successful.
Now a new venue is available, and that is being able to
produce your own live interactive online TV shows. You are no
doubt familiar with the infomercials that are shown on late
night TV. Well, these live interactive TV shows are similar and
yet much more cutting edge.
For an interactive internet TV show, the participants can be
anywhere in the world and still appear in person. It’s possible to
share video clips, graphics and other content.
The show can feature special guests from around the world
to present a live and unscripted exchange. In addition the
viewers can also chime in. This gives the entire presentation a
bit of daring, and decidedly different from the tightly scripted
videos you’ve become accustomed to. The interactions are
authentic and genuine. No rehearsals here – this is real life.
 Following the live show, viewers can then watch it live on
YouTube, Facebook or Google+, or other suitably configured
websites. The interaction continues as viewers are able to post
their comments and questions to the participants.
Let Your Imagination Run Free
In years past the only way a person could host their own TV
show was to get a large TV platform to offer you a contract for
a show. Either that or have a large bankroll to to spend on the
infrastructure, equipment, and people to make your show a
reality.
All that is changing. With not much more than a computer,
a microphone, webcam, and an internet connection, you can
now produce your own shows. You can do this without
excessive training or the big backroll.
Let your imagination run free. What would you do if you
could have a TV audience for your weekly show?
What would you want to say?
Who would you want to star as your guests?
How could you target your message to raise your
business visibility and attract more prospects?
How could you explain the benefits of your products or
services to the viewers?
It’s your show. You design it and you make all the
decisions. They can be once a week or once a month – it’s all
up to you,
Live interactive online TV shows are definitely on the
forefront of what is coming next. One would be hard pressed to
think of a venue that would give you any more exposure than a
live TV show. It’s you, live and in person, talking to your target
audience. Yet another masterful method in which you can
establish your authority position.

I’m sure you’re well aware that in this era of technology, there
are literally hundreds of marketing possibilities. For this book,
what I wanted to do was to present an overview of the three
most powerful and most effective:

Active Word of Mouth – How to go Viral Online

Bestselling Book
Live Interactive Online TV Show
If you hone in on these three, and put them into action in
your marketing plan, you‘ll be ahead of most of your
competition and well on your way to establishing your authority
position.

Note: Assisting our clients in creating a personalized live

interactive online TV show, is part of the DFY package that we
provide. If you would like our company to help you in this
endeavor, contact us by clicking the link below.

www.AuthorityPositioning.Agency

Action Steps
Chapter 16
Describe the effectiveness of the word-of-mouth
marketing (WOMM) in your business
List ways in which prospects and clients are able to
interact with you
Describe how engagement and followup can be improved
Chapter 17
 List subject ideas – and titles – for your book
Create a plan for executing the project from start to finish
Chapter 18
Creating a working format for your interactive online TV
show
Answer the questions below:
What would you do if you could have a TV
audience for your weekly show?
What would you want to say?
Who would you want to star as your guests?
How could you target your message to raise
your business visibility and attract more
prospects?
How could you explain the benefits of your
products or services to the viewers?

Additional Gifts to You, to help you get the most out

of this book
Get access to the 7 free videos that give you

a short abstract of the 7 millionaire moves and more ...

visit this website now:

www.AuthorityPositioningBook.com
 Part VII

Multipliers

Growth is never by mere chance; it is the

result of forces working together.

James Cash Penney, Founder of JCPenney

 Chapter 19
Media, Press

Media Kit
Ever hear of a media kit? (Also known as a press kit.) I’m
talking about the big manila envelope into which you stuffed
everything you could think of that would give your business a
clear and effective introduction. This could include brochures,
bios, photos, price sheets, press releases, reports, and on and on.
If you had a product launch, for instance, these packages would
be addressed, postage added, and sent out to newspapers,
magazines, and radio and TV stations, in the hopes that you just
might get a little bit of press coverage. Very expensive and very
time consuming.
This may have been before your time. If so, consider
yourself lucky.
Today, things are much easier, and you are not so much at
the mercy of a those in control of all that media. You are more
in control, and not much is sent by way of snail mail these days.
If you were to mail a media kit these day, it could sit on
someone’s desk for several days before it is ever opened.
Because newsrooms are more short-staffed, it means journalists
must produce more content with less staff.
An emailed press release with attached photos will be quick
and easy to post. Physical photos, on the other hand, must be
scanned and what publication, or other media entity, has time
for that?
Media kits are still effective as an introduction to who you
are, what you are all about, and what you have to offer. It’s
good to know how to assemble your kit, what to include in it,
and how and when to distribute it.
Press Releases
While a media kit contains a number of items, a press
release is a stand-alone news item. A press release gives great
exposure and presents a professional stance. Creative business
owners will send out press releases for a number of different
reasons and occasions.
Don’t know how to write a press release? No worries.
Online sites offer templates from which you can pattern your
own release and give it a highly professional appearance. A
press release must be written in a pre-set format or it will be
discarded as being sent by an amateur.
The wonderful thing about technology is that, unlike in days
gone by, you no longer have to have your own list of media
entities that you need to contact. There are a number of online
sites that will distribute your press releases for you. Below is a
list of fifteen such sites. Some are free; some are paid. Explore
and then use the one – or ones – that you feel is the best fit for
your niche. Don’t try to use more than two or three. That’s not
good use of your time or energy.
1. 1888PressRelease.com: A free and paid service that
provides a number of options, including distribution
outlets, visibility and tracking statistics.
2. 24-7 Press Release: A free and paid service with
varying formatting and distribution options.
3. Business Wire: A paid service (requires
 membership) that will distribute your press release
to geographic, trade and industry media, and search
engines.
4. Express Press Release: A paid service that includes
distribution to state-based sites, industry-specific
blogs and a PR forum.
5. i-Newswire: A free service that will allow you to
submit one release per week to a global audience.
6. Media Syndicate: A free service that focuses on
distributing press releases for small and medium
sized businesses.
7. PR Leap: A paid service that distributes releases to
all major search engines, newswires and websites.
8. PR Newswire: A paid service (requires
membership) that will submit your release to a
number of outlets, including newsrooms, bloggers,
financial portals, social media networks, web sites,
and search engines.
9. PR Urgent News: A free and paid service that
allows up to three live links, targeted keywords and
a thumbnail image with each release.
10. PR.com: A free and paid service that provides an
option that includes a full company profile in
addition to distributing your release.
11. PRBuzz.com: A paid service that distributes press
releases to online news sites and blogs.
12. PRLog: A free service that allows you to include
HTML links in the press release body, creates a PDF
version of your release and allows you to submit to
specific categories.
13. PRWeb: A paid service that distributes your site to
numerous sites and lets you track and analyze
 results.
14. SBWire: A paid service that allows you to submit
releases for geographical and industry targeting.
They also distribute your releases via RSS to
numerous third party sites.
15. The Open Press: A free and paid service that
distributes press releases to numerous websites,
blogs and RSS feeds.

http://www.sitepoint.com/online-press-release-distribution-
sites/

Connecting with the media, and getting media attention is as

important as ever, but you need to know the ins and outs of how
to go about approaching them. This chapter has provided that
information for you.
 Chapter 20
Joint Ventures

All Shapes and Sizes

In Chapter 9, we touched briefly on joint ventures. In this
final chapter, we’ll take a closer look at JVs and how they
might affect you and your business endeavors.
One of the biggest challenges that a new business will face
is that of sufficient cash flow (or the lack thereof). Some
business startups need cash just to get out of the starting gate.
Others may have been in business for a while and are doing
fine, but now they want to expand. While there’s enough cash
flow for the present operations, there’s not enough extra to fund
the expansions. Either way, what is needed is someone who
sees the potential in the business and what it has to offer, and is
willing to underwrite, or fund the endeavor. A great example of
this is the story of how I worked in tandem with Mary Bray to
get her business off the ground.
There’s no such thing as a “one-size-fits-all” when it comes
to joint ventures. In fact, they can come in all shapes and sizes –
and types.
Small companies can join together to take on the giants in
their industry.
Big companies can form an alliance with a quicker, more
nimble, small business.
 Small companies can forge a strategic alliance with a big-
name company for expanded geographic reach.
While joint ventures can have many types of structures, the
most common is between a developer and a capital source. In
this situation, the developer is the managing partner; that entity
will handle day-to-day operations. The investor protects their
investment by holding voting rights over major decisions. The
developer and the owner may each own interests in different
types of entities. The venture itself can be formed as a joint
venture between the parties.
Some states will view the parties as tenants in common.
They could even take the steps to actually form a partnership,
limited partnership or limited liability company (LLC). Other
arrangements would provide for each to maintain a separate
legal entity. The choice is yours.
Bringing an investor on board can have many benefits as
well as a few pitfalls. It’s important to know your way around
and not give away the farm just to move forward in your
business.
Stay True to Your Values
This means you must go back to your core values and your
long-term goals. Pay special attention to avoid betraying your
own core values. Likewise, any investor must recognize and
understand your long-term goals. That investor must be in
agreement with you, and want to see you through to the end
results.
This isn’t to say that a JV partner won’t have advice and
insights that can be of great value to you. It is to say that you
must be confident enough in your own course to know the
difference between someone attempting to take over control,
and the person with great business acumen and marketing
wisdom.
First of all, don’t get in a hurry. Carefully assess where you
are, and where you want to go, and what it will take to get there.
At this point, what is it that you need?
Marketing expertise?
Capital?
Another business with products that complement yours?
The reason behind the joint venture should be crystal clear
long before an attempt to find a partner is launched. Once you
know exactly what you will need from a partner (and what you
can bring to the table as well), your search will be more
targeted. In other words, you aren’t just looking for an entity
with deep pockets.
Where to Find a JV Partner The first and best place
to find your JV partner – now that you know why you
need one – is within your own network and sphere of
influence. It may be another company within your
industry whose business is not in competition with
yours. They may have a product, or a system, that will
boost your potential for added revenue. When you are
ready, simply begin to spread the word among those
you know.
Remember your social networking site that is geared more
toward the business professionals – LinkedIn. Take a few
minutes each day and browse through your connections there,
and the connections of your connections. Something, or
someone, may jump out at you. It’s simple enough to make
contact and ask questions. This is the time of canvassing the
field. Again, no need to hurry. Do a thorough search.
Making Initial Contact
The key to making an initial contact is to be professional.
This could be through an introductory email. Don’t beat around
the bush; be direct and convincing. Present who you are, what
you do, and how what your offer is beneficial. Create a clear,
concise subject line that states your intentions. (This is not the
time to write a teaser.)
In your letter you will explain how a partnership would be
of benefit to both parties. Outline the degree of commitment
and involvement that will be required.
Follow up is necessary. If you don’t hear back within a few
days, send another email. At this point a phone call would be
acceptable. (Show the level of your seriousness about this
venture.)
What Could Possibly Go Wrong
Statistics show that almost half of all joint ventures
ultimately fail. Many reasons can be cited. The biggest and
most glaring one is lack of clear communication. You think you
know what someone means, when in fact they mean something
totally different than what you heard.
This is why it’s crucial to be attentive to all details. Be
transparent; be open; be flexible. Put everything in writing. As
the agreement progresses continually ask, “What do you mean
by this?” Or “Do you mean thus and so?” “Please clarify this
point.” Get a clear sense of their expectations of the venture.
Outline the budget and see to it that checks and balances are
in place. Make sure that your partner is trustworthy and
operates in integrity. Request references. Talk with others who
have worked with this entity in the past.
Mutual Trust
Build a platform of mutual trust, because not even a clear-
cut, signed contract is worth anything if there is no trust. It’s
much better not to even consider the venture project if either
side is questioning the other. A graceful exit before the fact is
much less painful than a failed venture where anger and
disappointment are involved.
A successful JV endeavor can catapult your business into
realms that you can only dream of now. If you had not
considered such a step before, I encourage you to do your
research. Find out exactly how such an agreement could
possibly move you right into the position of authority in your
chosen niche that you long have been seeking.

Action Steps
Chapter 19
List items, materials, and information to include in your
media kit
Set up a plan for actively using your media kit
List what you want the media kit to achieve
List subjects for possible press releases
Practice writing releases using the correct format
From the list of PR distributor sites, select three or four to
whom you will submit releases
Chapter 20
List reasons, or goals, for searching out a JV partner
List places (online and offline) where you might locat a
 JV partner
Ouline a plan or agreement form to be used in creating
the JV partnership
Additional Gifts to You, to help you get the most out
of this book
Get access to the 7 free videos that give you

a short abstract of the 7 millionaire moves and more ...

visit this website now:

www.AuthorityPositioningBook.com
 Conclusion

There you have it. Your in-depth, step-by-step path to

moving into your authority position in your chosen niche. These
7 Millionaire Moves have evolved from over 30 years of
experience in working with a wide variety of businesses – of all
types and sizes.
I have made millions of dollars in my career; and I have lost
millions as well. I have experienced amazing success; but I also
know what it’s like to experience dismal failures. Because of
this, I have a clearer idea of what works and what makes a
business succeed.
They say experience is the best teacher. But I believe that
when you leverage off of the experiences of an expert, you need
not suffer from the school of hard knocks (i.e. learning from
your own experiences).
When you go through the 7 Millionaire Moves, it’s crucial
that no step is skipped over. Each one builds on the one
previous. When you take action on each step (using the action
steps that are laid out at the close of each chapter) you can quite
literally save yourself years of struggling in the dark.
I trust as you have moved through the 7 Millionaire Moves
that new ideas have exploded in your head and dreams once
buried have surfaced and are begging to be put into action.
There’s no reason – or excuse – to now prevent you from
moving into, and owning, your authority position.
I look forward to hearing your success story!
 About the Author

Leonardo Habegger grew up in the publishing and printing

business – fourth generation. His great grandfather established
the family business in the year 1900. As a young boy Leonardo
sold calendars doors to door and earned his own money.
In the family business he went through all the ranks from
being the delivery boy to finally becoming the publisher before
leaving the business. (Things didn’t work out between
Leonardo and his father.)
When he was fifteen Leonardo had a very bad skiing
accident and broke his leg. It was a complicated break. He
underwent two operations and was inactive for a year. It was a
difficult time due to missing out on school and sports. When
you’re fifteen you want to be on the go, and Leonardo was
immobilized.
Leonardo had always been fascinated with the Olympics. As
soon as he could walk again and get into training, he set his
heart on becoming an Olympian. He self-educated in track and
field – especially the high jump. As a result he became, first of
all, a Swiss Junior champion, then later on, a Swiss champion.
With that he earned a scholarship to the United States where
he went to school for three semesters at USC. The problem was,
he was so badly injured that he couldn’t compete well. He could
compete only when he was on painkillers. Because he was
unable to give the kind of performance the school expected he
gave back the scholarship. Officials at the school were
astonished because the scholarship was for four years. But he
returned it all. Said Leonardo, “That’s the way I was raised – to
be fair.”
 Still and yet, his goal was the Olympic Games. He failed
three times. But he was at that time, world class, winning the
world games in the Olympic stadium in Helsinki.
Even though he couldn't go to the Olympics, later in life
(probably to satisfy his own ego, he said) he competed in the
high jump again and became the Master World Champion in his
age category.
Business-wise after he left the family business Leonardo
went to work for Reader's Digest as a marketing product
manager. Becoming fascinated with direct marketing, he
learned all the marketing strategies he could and was quite
successful.
Leonardo was with Reader's Digest for two years and
doubled the profit of his division. But the entrepreneur spirit
inside him was restless. He wanted to do his own thing so he
left that company and went to work as a consultant in direct
marketing for the two biggest publishers in Switzerland. Soon
he was able to increase their subscriber base.
For another client – a Swiss newspaper – Leonardo created
a campaign that also increased their membership. It was such a
success that they increased their subscribers by 15% in a short
period of time. It was the number one increase in all of
Switzerland for a newspaper that year.
To increase memberships, Leonardo created weekly specials
which meant he was constantly looking for new products. To do
so, he traveled to the Far East – Hong Kong, China, Taiwan,
and South Korea. This in turn led him then to create his first
two mail order companies.
Over the years, Leonardo created nine different companies
in addition to the two mail order companies. He founded Mega
Systems, which was created with his good friend Gregor Staub,
(Memory Training).
 Another big success was Marywell. Leonardo met an
American psychologist, Mary Bray, and for the first time he
used my success principle to create a number one bestselling
book. Around this bestselling book he created a company. The
bestselling book was only the tool to get Mary to be positioned
as a number one bestselling player in the field of weight loss.
(This story is told in greater detail in Chapter 17.)
Leonardo and his former wife procured the Callanetics
franchise for Switzerland. Within this framework he was free to
use all his accumulated marketing know-how. At one point,
they owned fifteen studios and had a waiting list for three
months. They became the number one players in the whole
Callanetics world.
Later, Leonardo was fortunate to be able to promote Arthur
Woods, an American who became the first space artist. His
work was flown around the world in the Russian aerospace and
was featured for over two years in a TV clip shown as a movie
rerun during the night hours.
Leonardo then sold his companies and moved to Hollywood
where he was involved in a movie production company where
they worked with Steven Spielberg’s set designer and with
actor, John Malkovich.
Following this stint, he created a marketing system for
dentists called Dental Profit. The program was not only a
marketing system but also a dentist coaching system. For one
dentist they created what was called an information day where
they created business for one quarter million dollars in one day.
That was unheard of.
Presently, Leonardo is involved with his company, Da Vinci
Consulting, where he provides authority positioning with his
proprietary Seven Millionaire Move System. The product is
available through an online member site.
 One Step Up is the celebrity marketing package consisting
two parts. First is the number one international bestseller
creation in a DFY (Done For You) package. The second part is
the live interactive web TV shows which we help you produce.
This is an international business with locations all around
the world.

For more information about products and services:

www.AuthorityPositioning.Agency
 Why I Do What I Do

I believe that every person needs to have a why (a purpose),

that looms larger than oneself. That why can work at our
epicenter to be the force that compels us to do our best and to
achieve to our highest ability. Your why will differ from
everyone else’s. I encourage you to seek your why and identify
it.
In this finale of the book I want to share with you why I do
what I do.
Even though I’ve been a successful entrepreneur, athlete
and international bestselling author, there was still something
missing from my life. I was missing my own personal why. I
was searching for something massively fulfilling and worth
giving attention to long-term that would give life a sense of
deeper meaning.
One day while traveling in South America I got into a
conversation with a woman who told me about her experiences
in a place called, “Fundacion Evolucion del Pensamiento,”
which translates to “Evolution of Thought Foundation.”
She said, “It’s a foundation that focuses on giving children a
safe place to grow up. They are fed and clothed, but more
importantly, they are given a new mindset.”
I think she even said the words, “It’s massively fulfilling.”
(Which was exactly what I’d been thinking as she was
speaking.)
I suspected I could find my why there, so I bought a ticket to
visit Vereda Alto Picacho, (the outskirt of Medellin, Colombia)
where this place is located.
When I arrived in Medellin, what I saw astounded me.
There were ninety children who were overflowing with joy.
They ran up to me, hugged my legs, looked up and smiled.
They had finally discovered a place where they could escape
from a terrifying and potentially life-threatening environment.
I witnessed a little boy who’d been beaten, starved, and
basically forgotten, who now had freedom, food, shelter, and
safety. That kind of transformation made my eyes fill with
tears.
These kids wanted to learn and help one another. Here they
had a chance to create a life for themselves that is worth living.
For the first time in years, my heart grew ten sizes and an
unexplainable joy consumed my entire being.
At last, I had found my Big WHY.
Perhaps this could become the why in your life as well. If
you would like more information on how you can save a child’s
life, and become part of giving that child a safe future, visit our
website here:

http://savethatchild.com/donate-now/
 Appendix A

List of Personal Strengths:

Action-Oriented
Adventurous
Analytical
Artistic
Athletic
Authentic
Caring
Clever
Compassionate
Charming
Communicative
Confident
Courageous
Creative
Curious
Determined
Disciplined
Educated
Empathetic
Emotional
Intelligent
Energetic
Entertaining
Fast
Flexible
Focused
Helpful
Inspiring
Intelligent
Leadership
Motivated
Optimistic
Open-Minded
Organized
Outgoing
Patient
Precise
Responsible
Self-Controlled
Speaking
Spontaneous
Social / People Skills
Strategic Thinking
Team-Oriented
Thoughtful
Trustworthy
Visionary
Warm
Willpower
Wisdom
 Appendix B

List of Personal Weaknesses:

Aggressive
Arrogant
Bossy
Chaotic
Close-minded
Complaining
Contemptuous
Controlling
Cynical
Fearful
Greedy
Hesitant
Ignorant
Impatient
Impulsive
Indifferent
Insensitive
Intolerant
Irresponsible
Lazy
Lethargic
Loose-tongued
Mistrustful
Moody
Naïve
Negative
Obstructive
Passive
Prejudiced
Reckless
Rude
Selfish
Shallow
Short-sighted
Shy
Sloppy
Stubborn
Slow
Strict
Undisciplined
Vague
Wasteful
 Appendix C

List of Core Values:

Peace
Integrity
Power
Wealth
Joy
Influence
Happiness
Love
Justice
Success
Recognition
Spirituality
Friendship
Family
Career
Fame
Truth
Status
Authenticity
Wisdom
Acceptance
Health
Passion
Risk-Tolerance
Risk-Adverse
Motivated
Enthusiastic
Optimistic
Critical
Caring
Compassion
Excellence
Innovative
Balance
Teamwork
Fun
Alignment
Comfortable
Open-Minded
Pride
Results
Achievement
Fairness
Respect
Decisive
Honest