Since a couple of people in the room who are going to be becoming bestselling authors, Rebecca is one of them. How many of you are also going to write and publish a book that's already done it Matt's done a few books. How many of you are going to start off we've not done one before. Yet definitely doable, definitely doable. I'm not gonna go into lots of detail, but I want to give you a few tips about doing it. So one of the fastest ways to achieve expert status, as I say is to write a book.

It's full of these purposes, instant credibility. Best Selling Author raises your profile, and if you sell your book on Amazon CreateSpace and you sell it internationally, and you become a best seller internationally, then you can use international best selling author. If you achieve bestseller status with your book. You can use this as part of your title. And you'll see a lot of entrepreneurs use this offer or bestseller Go over coach, you'll see a lot on LinkedIn because it gives credibility is far stronger than a business card. As I've said, put yourself on the front cover of the book.

Yes. Okay, what defines bestseller. So it is not about the number of copies you've sold. It's about ranking in the top 100 of any category on Amazon. So when you scroll down on your Amazon book product page, you come to product details. And it will tell you there your bestseller rank, so you only say only you have to rank in the top 100 of any category.

So when you upload your book to Amazon, you get to choose what are called bicep codes, book industry standards and communication. So you get to choose up to two categories for your book. And you should choose one which is blatantly obvious like you would choose Mark slots. And then the second one might be something a little bit more niche still relevant, but a bit more niche. So you need to understand the bicep codes with books. And this helps you to get to bestseller because what you're effectively doing is putting your book under the noses of people who've already expressed an interest in martial arts equipment, or martial arts books.

So Matt does martial arts stuff. Good question, does that only have to happen once. So Amazon updates its bestseller rank every hour. You only have to be a best seller once to qualify as a best selling author. And then you can use it as much as you want. So this is why I say I guarantee you'll be the best selling author.

I don't say you're going to be best seller every hour of every day because that's difficult to do. It's difficult to do. And it's an achievement to get to bestseller it is but then you could start using better Selling offering your business. Okay, what about putting yourself on the front cover of the book, it can raise your profile for sure. A lot of authors do a lot of entrepreneurs do as well. And some people aren't comfortable but at the very least put yourself on the rear cover.

Oh book of mind, you'll notice there, this is a good thing. I put the domain name on the bottom as well. So consider putting a domain name on the bottom. I got this yesterday. So this is Annie boats who's just finished a great book, a coaching revolution. The new clever way to coach for time strapped school leaders, teachers and support staff.

So when you scroll down this page, you get to product details and it tells you where you are in the bestseller rank. That's Annie's book. She's put herself on the front. Now she coaches in schools so she goes and coaches teachers how to teach kids a really good way. Okay, so she got this book out. So got this text, push the book out.

This is what happened. became a best selling author in three categories you can see here, and this is where you would scroll down the page product details. So she's top 100, section number two, in mentoring students number three, in gifted children's, that's what I mean about the different categories being close. So she can now use that as a best selling author. So before I go on some tips that will help you write self publish your own book is the power of a book for generating leads in a business. And I quickly show you my Facebook page.

So I showed you this earlier on and this was like 17th of March. So I put a post on the page. Facebook works through engagement. If you put a post out there, and no one likes it, no one comments on it or shares it that tells Facebook's algorithm. It's not really not saying it's not used, you know, it's not really helping people is it? Whereas if you get engagement on the post, and people start responding Then Facebook will put it out to more people.

Okay, it's very simple. Same with YouTube, it works exactly the same. So what I don't want to do Yes, sir. Yep. So is, is the post also relevant to the page with regards to if they're pushing out this post to more people? Will they also push out the page to more people?

The answer is I don't know, but I don't believe so. I think it would just be your post. Yeah, just that particular post. So you can see the options are and this is what I used to do was, I would say, I'll make a mock up of the book, and I'll say, Would you, if you want a free copy of this, I'd give them the link in the post there. But then no one has to comment or say anything. So I've started doing is I posed a question.

So the question on posters. Hi, guys, Would any of you like a free copy of my book? I'm asking a question. I'm not giving them a link anywhere. And then this is what happens. Yes, yes, yes.

So people are now starting to engage, which is really bizarre, it's human behavior, you would think that everyone would just look at what the previous person had said. So it works really well. And he's great for generating leads. So you can see there. Hi, guys, Would any of you like a free book? So I've been boosting this 1.4 thousand likes 227 shares.

So what I do is, everybody starts going, bear with me. Yes, please. It's something I've wanted to do for a long time. No problem. So I give them the link or give them the link in the post. I respond to every single response.

And then they'll go, thank you. And I'll reply to that as well. And I'll also like the post or I love the prose. Yes, please. I'd love a copy just finishing my crime thriller 300 pages in no problem at all. Nice work.

Here's the link to get it. Thank you very much. No problem like it. So this takes a bit of work, but you're increasing the engagement on the post. And there's rafts and rafts. And even though I'm putting the same link in everybody's asking for a copy, yes, I am, because what happens is, I'm giving them a link to where they can get it from.

So I'm putting a couple of links in Yeah, so you can see this here. I've registered the domain name, which is called book for free code at UK. This then directs to a Click Funnels page. If you look across the top there, that's an opt I send them to an opt in page where people can get a copy of the book, they click that it then sends them through to a marketers choice page. You can do this all through LinkedIn, a free book offer no charge instant download. So the question is, if I give the link in the responses when people just click the link and go and get it, they will but human behavior is because I've asked a question.

People think they have to ask for permission for it. So literally all of those comments, look at all of those. If everybody asking me for the book, it goes on and on and on and on an arms can't use that link. So every single page and I mean, I'll be here all day. I'm using different links in each one because I'm split testing, see what works. So I'm either going through to the landing page, which is the book for free code at UK which is I've got a it's got a video on there, but it's what's called friction, it's a barrier, because then people have got to click this.

And then I'm also sending them direct through to another link where they can just download it to see what works best. So I'm split testing. I'm split testing myself to see what are looking for the names when they come through to see what works well. Yeah, that they need to respond because it looks different. But I mean, the leads that I'm getting from that are phenomenal. They're really good.

And it's been working for a while of fill up my leads, I run a couple of courses, and I'll do it again and I'll spend a couple of hundred dollars on advertising. Now even though I'm showing you a book. It doesn't have to be a book. What else can it be a webinar. It could just be a webinar if you wanted to. It could be a free template or toolkit.

He wants a free toolkit on how to sell affiliate products. He wants to blueprint or a checklist, who wants their first free affiliate product? And then boost the post? Yes. Yeah, because the because the engagement is improved significantly, the cost per reach does come down because of the interaction as well. And I'll just keep feeding that.

But what I will do next time is I will change that book cover. I'll change it and plug it out again. So I'm thinking down my funnel now even further. So if I boost this post, the end result, so you've got to lead products, which is perhaps this you've got an initial offering, whatever it is online course, checklist blueprint, doesn't matter. What's my end goal? If it's to sell more books, then I'll do it worldwide reach and I'll get an even bigger one.

If it's to get people on courses, what do I need to think about perfect location. So when I'm boosting the post, I might only go 50 mile radius of London that I want to hit this for. Because if you're in Scotland, are you really going to come down? People do but not many. So I can see all the people booking on my courses, and they're all in a certain catchment area, because they're more likely to turn up. Because it's a free event.

Does that make sense? So this is a double free strategy if you like, you don't need to use a double free, you might go from this lead, who wants a free chapter or free training video, and then straight away, go for the sell? Great, do it but I'm doing a double free, a double free thing. And so you can see all of the engagement on the post works really well. Apart from giving away the book as a download, obviously, I use the business show, as I mentioned, so there's loads of different ways that you can use it. few tips for writing and self publishing a business book.

If it's only going to be used as a lead generator. Don't make a big book. It could might it might just be 60 pages. Because then if you're giving away books, physical copies, it's going to be cheaper to print. It's going to be a lot cheaper to print. consider putting yourself on the front cover or definitely on the rear, put your website domain name on the front cover, use the rear cover as a flyer.

If you're going to have courses, put the course flyer on the back of the book. So you don't need to pay for flyers, just put it on the rear cover because everyone picks up a book. And what do they do first of all, send it over. So have the flyer the promotional bit on the rear cover, offer a free download at the start of the book. What do I mean by that? So the start of your book for those people who may be buy your books, you can put at the start of this a page where I'm offering something else.

So if I'm going to sell a copy of a book, I want people to go to a website where they can get something else for free. So I'm talking a lot About free now to get people into leads and to get them into the funnel. What about getting to bestseller soon after launch, this is a strategy, okay, a strategy you might decide to use. So you're going to want to get your business book, your lead generator to best seller. To achieve this, I recommend you do the following. So once your book is written and sent off to be published, you've got about four weeks, then a four week gap before it goes live.

Think about a useful bonus that you can offer us useful bonus, it might be a training video that complements the book. So once the book is available, they get the book, but they're also going to get something for free. Approximately one month before the book is launched, start promoting it via social media to any list you've already built. The aim is to drive people to Amazon on the day of the launch. And you're going to sell a book on Amazon on the day of the launch at about a 50% discount. Okay, so it's ready on this day.

Recommended retail price is 15 pounds, get it for 499 on this particular day, but when they buy it on that particular day, they also get the free bonus as well, which you will email to them. Okay, so they're getting a double bonus. Now you have to set up a landing page to do this. Now this chap, Jed, who came on my training course, did this it was genius, set up this landing page, which is a click funnel page. And you can do this on lead pages if you want to. So he's got here launched a price 997 plus a free bonus.

So he's going to be selling the book at 1999. And it's called who's in the driving seat. It's basically a book for driving instructors. So he promoted it on social media and to his list. Okay, started promoting it, but on the day of the launch, he had all of these people who are willing to pay 997 50% discount, plus they get this free bonus. What do you think happened?

His book on launch day. What did it get to? It got to number one, not just number one bestseller, but it got to number one out of 8 million books on Amazon. It got to number one. It was the top selling book on Amazon. That's crazy.

Because it was all condensed into one day of sales. Yes, yes. Do you remember he was sat there he was sat there. He said, I've got this book coming out. Great. picture him on the front cover.

Brilliant, a bit of effort, but it was all about promoting it on that day. Instant expert number one best selling author of all of these books really good. By putting a bit of effort in their landing pages designed to drum up interest prior to the book launch. He gets the name an email address. The subscriber gets the book for half price on that particular day. And they also get the free bonus is set up with a Click Funnels page but you You can also do lead pages dotnet or megaphone app.com.

And it's a great strategy, you obviously need to have a bit of a following on Facebook, or you need to have a list of people already. But in that month build up, start promoting it. And on the day, you've got all of those people that you can contact and say, right, get it now on Amazon for this price. And I'll send you the free bonus as well. Perfect. Step one, when you're writing and publishing a book, establish the idea for your book, what's the content gonna be about?

And what is the key message of it? Come up with your title and your strap line, get the book cover design done, first of all, so that will motivate you get it done. First of all, create the outline for your book, what are the chapter two is going to be? What will each one cover? And what's the transformation could be once people have read and finished the book, what they're going to get from it? What's the key message?

Once it's written and completed, you then need to order an International Standard Book Number in a bar code from Nielsen book data. Get it typeset in preparation for print, get it formatted for Kindle. Get the full book cover jacket created with a spine, the rear cover the barcode, open your Amazon selling accounts create space for print. So it's available internationally. And then Kindle Direct Publishing for Kindle. Open your Amazon author central account, which is where you upload your author biography and you photograph and the video of you holding the book, audio printed copies and then start promoting it to get it to bestseller.

Easy for me to say. Okay, so that was the bestseller process that I put up earlier on with with Jed really great way just about promoting it all on one day at a reduced price. So we're going to do a short session on guest blogging. So what is guest blogging. guest blogging is where you blog as a guest That's the end of guest blogging. So blogging, we all know what blogging is where you create a post valuable content for others to digest and learn from.

And usually at the end of the blog post, you have a link able to some kind of offer, or a link to a website or a service, whatever it is. And a lot of people make mistakes, because they just think, Oh, I need to create a blog. And I put it out there for the sake of it without thinking that the blog has to add value, and people have to engage on the post. And a good example of really strong blog at the moment, I don't know if anyone's seen the Einstein marketer, search online for Einstein marketer, if you want an example of really good blog content and how its structured, have a look on there. So a guest blog, though is different. You create the blog post, the actual content, and then you offer that post to other authoritative websites that they can use on there.

So the idea is They get to use your great content because you're an expert. They get this fresh content and you get to feature on this great website and you get a link back to your website from it. That's essentially in a nutshell, what a guest blog is. So you're piggybacking on somebody else's high authority website. So what is it? A guest blogging is where you create a unique article from your nation and feature it on just one prominent website.

So you're not gonna have this one blog. On loads of websites, you're only offering it out to one website, so you can offer it to loads of websites. But the first one that comes and takes it gets to use your content. The benefits of guest blogging, you get featured on an authoritative website that is likely to get more traffic than your own. It's a great way to boost your social presence and credibility. It's a win win situation.

The website that features your blog post gets fresh and unique content. You get good exposure, you do get a backlink from it. So it can be good for SEO. It can be. So you get in SEO terms, the link juice from their website down to your own. But you got to be careful which websites you go on.

And I'll tell you what I mean in a second. Here's a couple of examples of guest blogging in action. Now, this is quite an old picture of me. It was on the business because website, which is business school voice, I've got a guide on how to pass psychometric tests. I do psychometric tests and how to pass them blog post. Okay, so I get featured on this high authority website.

That's the blog post that I created. And then they put a link on the post direct to my website, and also to our Twitter feed. So I get featured on there, but I also get the link juice on there. That is the only article of its kind it's not on loads and loads of websites. So you're not getting penalized for duplicate content. We contacted all of the websites that we wanted to feature on this one came back first.

So we say, yeah, you can have that and use it. But we want a link back direct to our website. Does anybody read the Huffington Post? Yeah. So you can pitch a blog post to them if you want to. So you are able to pitch a blog post idea to Huffington Post.

It's an extremely prominent news website. In order to have any chance of getting featured, make sure you come up with a creative article, a creative one. So I've got featured on there. How did I get on there? So does anybody remember the film called the call? By Halle Berry, was it?

Yeah. So the call she was I know which one you're thinking of. This one is where she's a 999 call operator. Turn America drummer. So it's like, it's a film about the call handler. I never actually watched it if I'm honest, which is why I'm struggling say what it's about.

But you don't need to know about it to be an expert, you know, doesn't matter. So I was thinking, Oh, this, this is coming out. Now how can I create a creative article that is relevant to it? So actually had a book out which is called How to Become a 999 call operator. There's the link. So how realistic is the call storing Halle Berry?

Turns out the real life statistics are even more jaw dropping 99 call handlers carry out one of the toughest jobs in the UK. They are often the ones who get to speak to casualties victims and loved ones. Having the ability to rate remain calm is absolutely paramount. So I get featured on here for this article on being a non online call operator. Okay, so I get this. I do this Article on here, and it features me on the page and it's got a link then to my how to become website where people can learn how to become nine or nine co operators.

So here's what to do create a 750 to 1000 word unique article on a great subject you are an expert in search for blog posts or blog websites from your niche. Contact the webmaster and offer them the blog post to use on their website in exchange for a link back to your site where the book is featured. You can only offer the blog post to one website, it can't be used on multiple sites, only one big tip only contact websites that have a high domain authority, a high domain authority and a low spam score. How do you know which ones have a high domain authority and a low spam score? search online for the Moz Chrome extension free tool. So use this this tool.

There's the link in the slide for you to get it so it's a chrome extensions. So you have to use Google Chrome. It's a Chrome extension. But then when you go on the websites across the top, it shows you the pain of page authority, and the domain authority, and also the spam score. So this domain authority is 87, which is amazing. It's amazing.

Now you're going to say to me, what's a high domain authority or a good one, I don't really know. But go on your own website and have a look what that is, and then pick ones which are higher than yours. So my domain authority is about I think it's about 45. Now, which is really good, it's really good. Anything above 30 is really strong. But the spam score is the important part.

You don't want anything in my opinion, higher than a three out of 17. Okay, a three out of 17 spam score. So use this the domain authority to look for higher ranking websites. If you're going to use the Huffington Post one, head over to this link here, the huffington post code at UK forward slash contact, it'll take you to this page. And it says, send us a blog pitch. So you can send it today, you click the button, and this page will come up, pitch a blog to the Huffington Post.

This is what I did. Welcome. Feel free to pick any topic you like. We're always looking for posts that are succinct, shareable and satisfying, has something to say that nobody else is saying on a personal story, everyone will relate to send it to us here. So you can send your idea and your pitch, you obviously have to create the article, first of all, but send your pitch off about your idea. Maybe it's a personal story, something which is newsworthy, something, which is statistics related, think about how I did remind, you know, these films coming out, I've got this book that's relevant.

I can tell people whether it's relevant or not, and you get the pitch on there. And then you can say as featured in Huffington Post, expert status will really help Okay, free events versus paid for I've done a little bit on this already. But I want you just to quickly Have a think about free versus paid events. Now, as I've put there, spend the next five minutes writing down the pros and cons, let's talk about them instead of writing them down the pros and cons of free events and paid for events, what are the benefits or the downsides of each? Let's start off with paid for events. What are the good things?

People are committed, they've already paid. So then you get to run this event. By making a profit, you're not gonna have to put any money in your pocket, because you're going to sell tickets, so it's not going to cost you anything to run it. Any other ones paid for events. People who had so what Matt means People who tend to have money intent, are they more likely to spend at the end of it if they've already spent? Possibly Any others?

Any others? What are the downside of paid for events, harder to fill in might have built your relationship through maybe a book or an online course. And then they come to a paid for event. So we promote our one day career training courses from our book. And I fill up all the time because I've already had the book. And then we charge hundred pounds or 150 pounds per person, and we can fill them up all the time, but the Trust has been built from the initial product offering, which is good.

What else? Is it harder to fill up a paid for event? It can be so then you have to spend more on advertising. What about free events? Easy to fill, but less people will turn up. Not much as water.

Not as much commitment because people might wake up and go, Well, it hasn't cost me anything. Why should I bother going? So this is another issue potentially is you've got 100 people booked to come. What size room Do you book? You're not going to turn up. You don't know how many is going to turn up.

You don't know. You could have 100 seats in the room. But you might only get 40 turn up. So then your room looks empty. But there is a trend. There is a trend which I'll tell you.

And I'll tell you what I do. And it never fails. It never fails. So which one would you choose? Let's say you didn't have an initial product, an online course or webinar, something that someone's paid for, therefore, they don't really know you. Are they going to pay for an event?

Or are you going to offer free events? What you're going to do is going to do free events Hands up. is going to do paid for. No one's doing paid for. You'd be inclined to do paid for what could you do? test?

It could test it, try free one, see what happens. Or you could run a paid for for see what happens. My event? Sorry, my feeling is that if I've got something that someone's paid for, like a book, I'll do a paid for event because I've already had some money. The intent is there. They're going to come on course.

Okay, I would offer paid for courses because people will come if people don't know me, and I'm trying to build that relationship that every day of the week. Yes. In your experiences, environment. Is environment relevant? Yes, it is. For sure location is pretty crucial to people, because we have to try and get them there.

So for me, the free event works really well. So I get asked all the time, should I run free events or paid for events? Here's my thoughts. Why should someone pay to come to your event? If they don't know you? If there's been no connection of real value there?

Would you pay 100 pound plus for a training event with someone who has no credibility? Would you you probably wouldn't. If someone charges let's say, you decide, well, you know what, I'm going to charge a token amount of 27 pounds, we might as well not charge, you might as well not bother. It depends on your subject matter. It really does depend on your subject matter, but that's my view on it. But if someone is going to pay that, then they are more likely to turn up.

They're more likely to turn up. Based on my experience, the free event model works really well. But you've got to be brave enough. You've got to be courageous enough to try it. And I remember when I was first thinking of China, I was that I'm going to have to have a bit of an outlay here. And now many people aren't going to get in the room.

And it's all right for me, because I've got a bit of money that I can throw at it and spend, but it doesn't matter, I'm gonna make it work. And that was my determination from the get go. Go around, see what everybody else is doing. And then do my own, do it properly and make it work. And once it clicks, you just repeat it. Yes.

The free event only really works if you've got something at the end of value to offer and that might be a higher priced thing. Or it might be a subscription model, say an online course where you're charging a lower amount, but it's over a longer period of time. So for my how to become career training courses, I charge between hundred and 150 pound for a day's training, but someone's already bought something from me, which might be a 10 pound book or a course an online course. And they will then come on the day's training event. I can get 20 people in a room all the time. So once you've paid your tutor fee, it's a nice Nice little earner for a day's training.

So I can charge this amount because the trust and credibility is already there. My thoughts paid versus free. While we have a free event, you can hire a room in London now for just a few hundred pounds, like a couple of hundred pounds for a room that will hold 30 people, not too much of an outlay. If your event is free to attend, you will still get those people attend, who were willing to pay. So if people were willing to buy, they'll still come, people will still come to the free event. You'll also get those people who are not willing to pay, and you will get some people who come along it, we're never going to give you anything.

And I get people who come and this is fine. They come along all the time. And after they come along for the third time. I just delete them from my list so they don't get notified of any more events. But at the same time, if I see the same names coming up, I will then talk to them and find out what their intent is. I won't go are you ever going to join my program but I'll find out what their intent is because you will Get people who keep coming in and eventually when they are ready, they will join your thing later on.

And I get that with people who've been on my list for a couple of years, they'll come to my event or recognize them, and then they're ready to join at some stage. So you don't want to be deleting people from your list just for the sake of it. But if I get people who come along, and they've already done their book, and they just want to die out, then after a while, I will delete them from the list and not notify them. Because that purse that seat could be someone else, who's got a more lifelong customer relationship with me and they're more likely to make a purchase. I think it's easy to get 20 people in a room I really do a bit of work a bit of effort a bit social media posting a free event, you can get people in the room. Let's say you have a high ticket mentoring, program coaching, whatever it is, you only have to sell one place to be in profit.

That's the view to have with it. You only have to get one person convert for it to work. So let's have a look at a sample sales funnel that you can use now. This is the example same one that I've been using for last couple of years in the mentoring, it works really well. It's simple. But it does take a bit of courage to use it.

Here's what you're going to need a training seminar or course one that you've practiced. So you don't want to be using your coaching presentation, try and get when everyone's in the room, you want to practice it, and pitched it and be versed in it, and know what works. But as you do this more and more, you'll get better and better at it. You'll get better at your presentation skills, your competence will grow. You'll know what to say and what not to say. Don't think that you have to keep changing your presentation at every cost.

Even if you get people in the room who have been two or three times say the same jokes, say the same things. Don't think you have to change it for everybody. Okay, because the majority of people in the room will have never been before or heard your backstory. Okay? So just say the same thing and improve it as you go along. And the idea is that These kind of things are just prompts for you.

So it comes up and then you talk to people in the room, and you look at everybody in the room and engage with everybody, okay? include them. And if at any time during your presentation, you can relate to someone. So I was talking to you in the break, when you were thinking of doing this relate to them, because that makes people feel connected, valuable part of the part of the course. You need a decent location from which to run your seminar. So you have to do a bit of thinking about the location that you're doing an end of seminar offer, preferably high cost, but it might be an ongoing monthly things subscription, or program where people are working with you over a longer period of time.

A social media or online presence, which you've already discussed, you can build this up just like I did, over a period of time. You can get your offer in front of people like that nowadays. You have to do a bit of paid for promotion, but it can work, a marketing budget to promote yourself When an email marketing platform like MailChimp, marketer choice Infusionsoft, or you can use something like wix.com that has got Wix events on there, which you can use to promote your event. And this funnel relies on you being able to convert at the end of the seminar or the course. So I've tried lots of different training courses. When I started out, I used to do a whole day course for 47 pounds a whole day.

And I would still get people not turning up. And I ran them in Kent, so I didn't have to travel and my viewpoint was, well, I'm doing this really cheap. Why should I come to you? That was my approach to it. Did it work? No.

You have to go to them. You have to make it as easy as possible for people. As soon as I started going up to London, roundabout Heathrow. People started turning up, because they didn't have far to go there was good public transport links. I could get a room for 200 pounds where 30 people could be in the room. So I figured This is okay, I've not got too much of an outlay.

Initially I started putting on teas and coffees don't just give them water, which is free jugs of tap water with glasses. So you keep your costs right down because people won't thank you for the teas and coffees just go somewhere where they can get their own tea and coffee. That's fine. Parking can be an issue for people but try and negotiate with the the conference event place or the hotel. say look, people are coming on this event have paid for the room, please Can they have free parking? And a lot of them will say yes, that's absolutely fine.

And they just say to you get free parking as well. So as they come along to the event, it's free parking. You know, you get water supplied and comfort of the room. Yes. Why don't I do them in central London because I feel in central London, more people have to travel further in. So I just do it on the edge of the M 25.

And it works really well. I do it he fro now. I'm not Saying it doesn't work because I know some entrepreneurs Doom central London and move it around a little bit. Yes. Yeah yeah, it's for me I suppose the reason why is because and everyone's different but I went to speak at a meetup event in northwest London a couple of weeks ago midweek and it was such a nightmare to get to. But that was where I was coming from.

I mean, it might be good for a lot of people. But again, test it for me. The hotels roundabout Heathrow work a treat, they work really well. People come up, people can park there. So it works and then I'll just repeat it. I've got what we're saying.

Sorry. So the beauty of this model, the seminar course you're going to run is free of charge for people to attend. People love something for free, so be easier to fill up the course. And if you charge if you teach people on the course for free, you build Not that one most important thing, which is the trust element. The seminar ran are literally the first one I ran, I had two people turn up. So I run it a weekend on a Sunday.

Start at nine o'clock in the morning. No one's gonna come Sunday morning. So it was an all day event. But obviously the problem with doing all day events, my view is that you give people too much. You give people too much for free. You're having to spend the whole day The room is more expensive.

And also you're giving them the opportunity for people to ask more questions. Why would then they then take up your service. So I started, that was the mistake I made so I started running it at a weekend and in my view, Sunday's best, but you can do a Saturday if you want in the afternoon. So run it from 1pm to 4pm. So people get to have a lion, generally not doing much on a Sunday afternoon. Come along for that.

I Get everything in in three hours. That means I have to talk really quick. And I've got to be energetic and move around the room. So we haven't got time for loads of questions. Let's cover type setting, right type setting is this that blah, blah, blah, put up a few case studies, show examples. And at the end of the day, everyone's like that.

Wow. Okay, can I have the slides? No, you can't have the slides. So free event. And then I'll do my upsell at the end. I do the offer at the end.

I always run them on a Sunday, the first Sunday after payday. That's the idea. So the first Sunday after people have been paid, okay? And that will help with conversions. Don't run them at the end of the month, because people might be less likely to pay or to join your program. What about sales technique?

How do you sell at the end of something like that? What's the best way to do it? The best way is what you're comfortable with what you're comfortable in. My view is I would rather work with people who want to work with me, and they want to do it and get it finished, then try and put pressure on you. Because when I start to sell that way, you can tell that I feel uncomfortable. Does that make sense?

So my conversion rate is a lot higher. If I'm just like, right, I do this mentoring. It's up to you. You know, it's, and I mean that, you know, it's up to you, if you want to come and work with me great. If you don't, it's cool. But this is what I do.

And this is the program and that's then when the hundred copies the best seller all comes into play. And when you put the price of at the end, yeah, if you're going to do it, why wouldn't you? If you really want to do it, it's a good program. So I don't have to force the sell. So that's the thing you only have to sell one for it to work. If I leave there and I've sold one.

Yeah, I'm disappointed. But I'll be back next time to do it again. also offer people Pull a discount for upfront full payment. Okay, so if your programs are high ticket price, offer a payment plan but make it more expensive the payment plan. Okay, so you're encouraging people to take the payment up front. So, first event, I can only get two people in there now I can get 50 plus in the room, I mean generally our book 100 people a month to come.

And I'll get between 40 and 60 turn up. Remember what I said earlier today about the sometimes the conversions better when fewer people are in the room, because you get to talk to them and build that relationship. Get there early. And when people start arriving early, talk to them. build that relationship. So what do you do?

What's your What's your plan? What's your strategy, based around your niche in your industry? Give them a little bit of help a bit of a feedback. So then they feel connected with you and they're not afraid to come and talk to you in the break Seaver. How many of you would do this kind of model in your business? Yeah, absolutely, yeah, it can work really well.

It's worth a try, isn't it? You've got nothing to lose by trying it. And you might be surprised that you know when I. Yeah. At the end of it, yeah. Give it give it a go. Let me know how you get on.

I'd love to know what it's like because then there's no pressure on you. If people aren't, you still have to do good content if they're not paying for it. But, you know, you can be relaxed about it. You know, you're the one who's paid for the event. It's relaxed, people are coming along. But always remember, people will probably come back I get people who say, I saw you talk a couple years ago at a business show.

Do you still offer your mentoring. So always remember that even if you don't sell much on the day, you're putting in good work for the future. And then it snowballs. Yes. Yeah. Yeah, so that's a good way.

So what the gentleman saying is that the cost is this amount. But when you turn up on the day, if you join the mentoring for all those people who've paid you get a discount. My only slight concern with that is it can become confusing. So it can be it's another not saying a barrier, but a bit of friction. What I do with my event, and I am strict with this, as I say at the end of my offer, so if you go on my website and you want to join the program, it's 2497 pound plus fat, and people pay that on the website. But if you come to one of my courses, I do a discount of 1000 pounds, but I am really strict with if you go away, you've got to pay the full price.

And that's fair. on all of those people who've come along, and then they get that discounted price. So you could sell on your website, your coaching is this amount, and do sell it for that on your website and be strict with it. But if you come on my training event, then you get a discounted price. So just double the price of your mentoring on your website, and then just aim to sell it on the day at that discounted price. It's an option.

Some people will say to me, what if I go away for a few weeks and want to come back and join it at discounted price I see you've got to come on another course. Because you're being consistent in your in your message in your pricing. So choose a venue to run the seminar from our convention. he froze really good for me. My experience run courses and seminars in Kent, London and also up north the best location within 10 days for attendees is in London. I get asked quite a bit for courses up north.

I don't go and do them up there, because it's such a long way to go. For me personally. Not saying I won't convert up there. I could run them in Manchester But why change what's working? If people want to come they will do. But also I can offer the webinar to people up north.

So if people contact me and say you're coming up north at any time, I don't at the moment I say here's a link to the webinar, where they can watch it if they want to. A great location to run your events is anywhere near the fro Novotel parking renascence. These hotels have conference rooms of varying sizes, I just need to turn up with my laptop. You get the projector as well. If you want to use like the Heathrow they do the Paris suite which is about 200 pounds for an afternoon and you get the projector as well. People can get a cup of tea it's nice there as well.

Set a date and time and duration. Try did loads of dates and times. Like I say, for me the optimum optimum is three hours long in an afternoon, or run about weekends or even evenings might be a good idea to try. You'll get more people to turn up. I'll do the first Sunday of the month from 1pm to 4pm. Give yourself at least a month to promote it at least case at least a month to promote your event.

Don't forget to chase up as well. So I send emails out reminding people and I send out email tickets. And then two weeks before the event, I send them by second class, a ticket card ticket, a nice ticket in the post, with their name handwritten on it. Yes. Yep. Do I start promoting the next one immediately after?

Yes. Now I don't see a good question. So what I used to do and there's nothing wrong with this, is I used to put multiple dates of when the courses were and I stopped doing that because people would email the night before and go, Oh, is it alright if I swapped to the next one. So I just say I've got this day and then the day after I add the next day, I shed you lemon for the whole year. So if you try and book The London suite on a Sunday, for the first Sunday of every month for the next year you won't get in it. And but there are other rooms and smaller ones but yeah, I plan it in advance so I know what the dates are, but I don't tell people until that one's finished close.

Do I close it a few days before no because generally a couple of nights before or a couple of days before the event I people still book on. So I just leave it filling up and I run the risk. So what I tend to do as well is I have some spare seats at the back of the room, like 10 spare seats if I get too many people turn up I'll just get them out. It's very rare that the room gets filled up. And you wouldn't want people standing up at the back of the room for three hours but you know, you won't get more than half turn up. I say you might do I know some entrepreneurs ring up they get someone to ring up that we can ask him an assignment as it is paid for you know he's free events is preview days.

Ring up. Send text reminders, you can really go into detail with it. The thing is, if people are not going to come, they're not going to come and things change the amount of emails I get a couple of days before people become ill two days before my course. Everyone becomes ill, but at least they let me know they're not coming. And your presentation should be packed full of information or advice to help people achieve their goal in my experience, the more information I give, the better conversion I get at the end. I'm not saying that's the right model.

Some people hold back a lot of stuff. give people information that demonstrates your expertise, provide case studies, of people you've provided previously coached or trained. Make sure the presentation looks good visually with images that is representative of your brand. If possible, build your presentation around a system that contains different steps. So it's easy then for people to see. Step one, do this.

Step two, do that step three. This is the things that you need to follow and then have an offer at the end is pointless running free events unless there's an offer at the end unless you're going to do a test run first. With no offer at the end, just to run it just to get your hand into dry Yes. Okay, single offers or multiple offers what you could do and I've been thinking of doing this over time is offering multiple offers whereby you can get proofreading and editing you can get more books printed books at the end. The reason why I haven't done it is because my conversion works really well at the moment is simple. This is what you get, this is what I offer.

Also my concern with some offers is I could say look pay for proofreading and editing but what if they don't finish the book? You could cause a bit of problem with you know, I haven't even finished it and I've paid for proofread and want my money back or so it depends on the offers that you can offer. I wouldn't do too many. What some people do is they say this is the core offer and I put it up on the screen and then they have different tick boxes with the prices on there and hand sheets. out. This is the core offer.

But if you want these add ons, then come up and let me know. But confusing. It becomes confusing. Depends what you're offering. What about if someone comes up and you don't want to work with them? How do you deal with that?

It's a tricky one, isn't it because you can't really turn you can turn people away. And but you might not want to work as a coach with everybody. So what you could do in that situation is you can say, look, if they come up, and they tell you their situation, which they inevitably will do, and people want to talk to you before they're going to pay for a high end price item. You could say, see me at the end, just wait till the end and I'll come and talk to you. And then you could say to them, you know, other Think about it. drop me an email with more details about what what you want to do.

I'm just Unlike most of the people you want to work with, but you might get somebody you don't click with Johnson mean that you might not want to. So you'd have to have a strategy for that. Many different types of services, one on one coaching more in depth training courses. So you could run a full weekend, a three day weekend. And then you haven't got to do on going coaching and support online training courses with a subscription and start promoting the event. When there's loads of ways you can promote it.

Remember, it's free to attend, it's going to be easy to get people booked on. I give away the download to generate leads and email people details of the course, email once a week got this event coming up. Are you interested in it? People start booking on create videos and post them on Facebook do that a lot of us also Google AdWords but be careful of the spend of this. So I set my daily budget I always go in and check the conversion rate to see how much it's converting. And I also only advertise on AdWords again, like social media ads with a 50 mile radius.

You generally find for free events the turnout rate is between 30 and 50% of the people that turn up their conversion rate for higher ticket prices at the end of the course should be between, you should be doing at least 10%. So if you had 10 in the room, you should be selling at least one. Okay, sometimes minus 30% even higher. I had a strange one in December, where I literally had 34 people in the room, and I sold 12. But that was because there was fewer people in the room, and I could spend time talking with them. It was a real buzzy environment, the energy of the room was really good as well.

Send out physical and email tickets. 10 days before the event, a great way to improve the attendance rate is to call people a few days before if you can be bothered to do that or pay someone to do it for you. You can hire someone to do this for you through people per hour. Just a quick one now creating a lead page or an offer. So what about you get the traffic from social media or AdWords? Where do you send them to?

What if you don't want to have a full website? There's a number of Different places that you can create lead pages is Click Funnels lead pages dotnet megaphone app.com mailchimp.com, you can create lead pages on as well. How many of you have used Click Funnels? quite expensive but a great system to use really easy. Really good to use. I use this quite a lot in my business.

Lead pages is a very similar one. And there's also another one which is called megaphone app.com. Just to give you a quick demo of how to fill in a lead page, now, yes, one tech Second, if you need to go so you can go Swan let me just get it up quickly. So this is a megaphone app one. If I log in to the page, add a new page on the right hand side here. So there's loads of different templates that you can choose from To create your offer and what you're basically doing is capturing leads.

So if you have an E book, you can do it from one of these. Let's pick this one. So we're going to use that template. I'm going to call it book, free book seminar. Create the page. So it's already a template, the setup and all you need to do is edit the text.

So how a great landing page can save your business click on it, attend my free one day, book, writing course and it any text click Save. And then you would edit the text in air do the description of the course click Save. It also put all of your bullet points in there about what people would learn about your course. You could then integrate with the video so you could take the video URL, you create a promotional video, upload it to YouTube paste it in there, bear with me click Save. And then you've got the video of you promoting the event on there. You've also got SEO settings where you can put the title of the page across the top like you know one day coaching course learn how to create affiliate marketing products if you want to.

You've also got integration and public set publishing settings as well. And you can also integrate into here you can change the download my Report button to get your free ticket now, if you wanted to click save, so you can change all of these different things on there, the form integration has got to be done. So I've got MailChimp, I've got one shopping cart Go To Webinar, I can integrate into this if I want to. So when you set that up, you'd have to either have your MailChimp your marketers choice, whatever it is, you click on that and then you choose the autoresponder message that you've already set up People start entering their name and email address, they go on the autoresponder system. And then once you've finished it all you put in obviously the picture of yourself and also the text on the page your terms and conditions.

Then this is the link across the top that you would use to send people to free Facebook marketing, enter their name and email address, do a bit of work on the page. And then it looks really good and it works really simple. So there's not too many barriers, that's called megaphone app.com. There is lead pages dotnet and there is also the Click Funnels as well. There's loads of different ones. Okay, four o'clock bang on if you enjoyed today.

Good. Excellent questions and answers. Do you have any questions you would like to fire up me? No. Good stuff. Yes, Matt.

Copy on the page longer show up for promoting an event. For me long. So if you go to my book publishing courses.com page, have a look at that template that I've done that works converts really well. So I know you're doing a different course. But video across the top book now is about three, three times a period on the page. And I think for a lead for a book, a short one works really well.

So if you were selling an online course or your lead or giving it away for free, short page like that one works well. But for an event for me a longer one works. Okay. Any other questions? Okay, thank you very much. Yes.

How'd you take this into what you want to do? So what's your so you've got a title Line, a strap line and the title here of what you want to know. Okay, what's your initial product? Your initial offering? Is that affiliate products. Okay?

So your thing is that you need to build, you need to build a list, because it's going to be hard for you to get people to, to buy your product straight off the bat. So what you might decide to do is, if you've got a free product that you can give away, depends on the affiliate product that you've got. So you would need to have something to offer that you could entice people into that might be a free affiliate product that you give away. So you'd have to choose your target audience is it going to be people who are buying that affiliate product or people who want to sell affiliate products. So you need to have like a landing page where people can opt in to get the The free product or service, so you could use any of those ones like a megaphone out MailChimp, template, Click Funnels.

So a lead page of some sort, once you start to get the names and email addresses, then you can build up autoresponders, which then promote your paid for services. So when people are signing up to your initial free offering, where you promote that on Facebook, Google AdWords, Twitter, wherever it is you're promoting, then you would need to turn those leads into paying customers. And that would be your funnel. So you'd have to think about what the first free offering is that you're going to be. And then create autoresponders which you can learn through the Internet Business School, and to sell your products or services. Any other questions?

No. Cool. Thank you very much, guys and Have a safe journey.