Burchard’s Millionaire Manifesto

Chapter 9 of Brendon Burchard’s “The Millionaire Messenger” contains the Manifesto for making a difference and a fortune sharing your advice.  Here is the outline of that chapter:

There is an industry out there of people who are considered ‘experts,’ who market and sell their expertise: they are writers, consultants, coaches, advisors, thinkers, etc.

 It is a big shift to think of these people as part of an ‘industry’ and for them to see themselves as part of an ‘industry’ that contributes to and learns from others in their industry

• “I’ve since come to believe that you can take any business or industry in the world that does not collaborate well or share best practices, and improve its earning potential by a factor of ten, in 18 months or less, simply by helping it do so.”

 The shift is subtle but is profound. Here are the resets:

• From Silos to Sharing

o   People are disconnected, don’t share best practices, are “solopreneurs”, work from home and alone and no regular contact with their peers

o   The industry ends up reinventing itself because people don’t share their ‘secrets’ of success; they fear one another

o   i.e. This industry of ‘experts’ can’t see itself

o   It is organized by silos (writers to writers, speakers to speakers, coaches to coaches) so ie. Coaches don’t know how to monetize their knowledge through books, for example

o   The old guard in an industry aren’t preparing those coming up in that industry; we don’t share collective wisdom

• Renewed Focus on Innovation and Distinction

o   Be a content creator

• People can copy you or ‘steal’ from you but ultimately you are always creating new content anyway

• Better Branding

o   Make your websites, products, and programs ‘look better’; creative, customized and colorful

o   Interactive: video driven blogs with comments

o   People should enjoy and be proud of being part of your community (online or otherwise)

o   Host seminars in upscale venues with quality materials

• “Unfortunately, crappy looking products are like a ripple in the pond and affect the entire aesthetic of who we are.” We have been pinned with a cheap reputation.
• Hire good AV people, nicely printed and bound seminar materials, good lighting: details matter.

• Transition from Sales Communication to Value Communication

o   Combine them – offer free resources; information; promote someone else

o   Develop a promotional calendar for how and when you add value and make sales (not spur of the moment, oh I’ll send out a newsletter this week)

o   Advise others of when you will be promoting something

o   Value means providing content – does it teach others? Would I be able to do something new or important after seeing it?

• Achieving Customer Service Excellence

o   Respond on the same day you receive a call or email

o   Make trial, return, and refund policies clear in your videos or check out pages and terms and conditions.

o   However, many of your new customers will never have heard of you; there isn’t much info. out there about personalities, and brands so people approach with caution and skepticism

o   Probably due to distraction and limited resources when you run small business from home

• Honor More, Expect More

o   Don’t be condescending or harsh-talking, boot camp talk

o   You aren’t speaking/writing to losers who have lost all control of their life J (Dr. Phil’s “What were you thinking?”)

o   Assume people are doing their best, are capable, and pretty tuned in, and our peers; honor your clients/audience

• Expect more out of your clients/customers

ú  In implementing our ideas, advice, strategies, etc; set up expectations, challenges or follow up programs with your clients

ú  Say you only want serious coaches/clients/customers and you expect them to take action

ú  Hold them to an elevated standard of excellence; “I have high standards and I expect you to”

ú  Give them checklists, sample, and resources needed to take action

In summary (of Chapter 9, Millionaire Mindset)

• “There is a lot of that is right in this industry. Our work changes people’s lives for the better and that is extraordinary. Our community is the most creative, brilliant, thoughtful, and caring, of any I have witnessed. I would happily challenge anyone to find another industry that has helped as many people live Fuller, richer, happier, and more meaningful lives.”