So this morning we did a little bit of background into the qualities and attributes that you need to be an expert a little bit of discussion about the mindset, that positivity, the people that you surround yourself with. also have an inquisitive mind, to look at what other entrepreneurs are doing, which will help you to get to where you want to be a lot faster. So we're going to have a look at the definition of an expert and then what I want to do is a little exercise on you guys to come up with your your strap line, your tagline answer a couple of questions that will help you to get a clear message out there for your customers. So the definition of an expert is basically someone who has a great deal of knowledge or skill in a particular area. Very simple. Okay, someone who has a great deal of knowledge or skill in a particular area doesn't sell Anything about qualifications?

It doesn't define how long and their experience should be. So this is the official definition of being an expert, which is a bit surprising. You would expect it to be a bit more in detail than that, but it's not. So at what stage does someone become an expert? Well, as I said before, you're entitled to declare yourself an expert at any stage during your entrepreneurial career. However, backing it up with proof is what makes the difference.

So there's lots of ways that we can back up our expert status and here are just a few of them. You don't need all of them. It might just be one or two that you use. But the more you use, obviously, the better because you can add to your credentials. So qualifications How many of you would say you have sufficient qualifications to determine expert status hands up? Three, four people.

Obviously, it depends on your niche or industry. I never use mine to say, Well, you know, I'm a qualified offer, because I've got Three qualifications I've got a C grade in English literature and English language, I would never use them. But I do use these to my advantage. And I use them during my story. And as you said earlier on, you're absolutely right. I'm trying to relate to my audience because some people will be in the same position.

Later on during the course, when we do a little bit of an exercise on storytelling. I want you to think about how these kind of things can influence your story. So I talk about my GCSEs on the journey, specifically, because I want other people to realize if I can write and publish your book, and you don't have any qualifications, you can too, because I don't know about you, but when I left school, I can remember getting my results standing outside the gates of Bell shores High School, and all the clever people were there kissing and hugging, with their qualifications and they were going off to college to do a levels and I was like, I'm gonna go Down to the fox and lion for a beer because you could do when you were 16. And I did not know what I was going to do. I had no idea what I was going to do.

But it didn't matter. If only I knew then what I know now, I would have got into business a lot sooner, I have no regrets. But we A lot of people have a belief that they need to have certain qualifications to get on, they do help. And they certainly help for defining your expert status. Now these will come into play for certain niches or industries, especially in education, how many of you are going to be in education and this is where they can certainly help and people would expect them from you. years of experience if you have a decent level of years experience within in in this industry or field people will be more likely to trust you.

So you could see that's why I used it on my website. First of all, I put up there, you know, I've got 12 years experience in this job instantly that adds credibility to claim testimonials. Tell me about them. self made. Where'd you get these from? From people you've worked with?

How'd you get them? Ask for them. Write them for them or as you write, ask them if they will give you a testimonial. Some people say we'll write it for me and I'll check it over. She's absolutely fine. But testimonials up to date and current testimonials are going to really help.

Would you agree? Definitely. Should you have a testimonial strategy in your business? Yeah, everybody you work with? Use your testimonials and the more you haven't yet they've got to be genuine. Don't use fake testimonials on your website.

They have to be genuine. Because this is one of the fundamental factors that make people make buying decisions. And I know for fact, people who come and work with me on my coaching, look at my testimonials and they email people who've worked with me to ask them. So, so what was it like working with him? Okay, so make sure you have solid rock solid testimonials and ask the people first of all, whether you can use them, these will make a big difference. Should you have a testimonial page on your website?

Yes, absolutely. Should they be written or video testimonials? Both if possible, if you can get video testimonials, all the better. I'm not sure do Simon do it. Does he get people to give video testimonials? Yeah, because he has a review strategy in place because he knows how important it is for people when they're making buying decisions.

So if you're going to be running training courses, at the end of your courses, offer people an incentive to give you a video testimonial or ask people to do a video testimonial for you. So take along the kit with you take along the tripod. Have your phones You can start recording them. Social proof. Second time I've mentioned this today, badges, logos, user counts, website visitors, number of people, coached products sold, etc. And you'll see all my social media channels.

Soon as someone finishes my program. And they've done well, I post it on there soon as they've reached bestseller status, which is one of the guarantees I give, I post it on there. And I put the proof up there. Because then I'm providing proof to people that my expert coaching does really work. If you look at my website, the How to Become website you will see that I have this thing here. Have you seen this pop up on some websites?

In the bottom left there you see the little fire sign 689 people viewed this page in the last 24 hours. So if you go on to that, how does that make you feel? How does it make you feel when you go onto the website? credibility that other people are using it. So if other people are using Engage, you're more likely to make a purchase. How often have you seen this before?

Much? Not often? Not a lot. Okay. This is where you get it from us proof, calm, use proof calm. So it's like a WordPress widget that you can include in your website.

It boosts your website conversions, but it uses social proof says how many people have been visiting on the page? certainly worth having. Okay certainly worth having it. There's lots of different things, not just that on there, you can change the settings on it. So people have purchased the product in the last period of time. It's certainly worth getting How many of you would consider using use proof calm on the website?

Yeah, it makes a big impact. If you go on a website and you see it come up. It gives you reassurance and that's an example of a trust trigger. It's an example of a trust trigger and the price of it, you can get a free trial which will ever go on $66 per month 400 and 866. If you look at this and instantly think that's a lot of money, that's like 50 pounds a month. But that might help you make a lot more than that.

And I'm sure I know for a fact for us, we easily cover the cost and more, because trust triggers are so important. How many of you who got certificates, the Diploma in the Internet Business School, so you can use that use it you should be using it on your website. Reviews are paramount to any business in helping it and you achieve a maintain expert status. The only way you get reviews is to ask for them. Okay, so at the end of my mentoring program, I always ask people if they would consider giving me a review. Now that's not just to say, Oh, yeah, well done.

Thanks. It's really good. It's also to see whether they found the process good or not. Yes. Similar Rarely, sometimes ever review, people would give more in depth details or testimonies like more of a recommendation. And not every review is as well.

They're very similar. But I would ask people afterwards, how did you find the program? Did you enjoy it? And then they will give me feedback as well? Is my feedback always really, really good? Not always.

Absolutely. We'll talk about that as well. But it's also an opportunity, isn't it for you to find out whether there's any issues with your program or your mentoring, and you have to be prepared to act on it. So you say to people, what did you think of it? Did you enjoy it? Yeah, it was really good, but I thought this could have been better.

And I've had that recently. One of the issues that we're having at the moment is we've typesetting certain books so the contents created and when it comes to the typesetting, the office at the stage where they're like I did not realize this was going to be so intensive. So we're looking at ways to improve that to make it more of a streamlined process. Okay, so that's one issue that we have to work on. And but we would never have known that because to me, I've done typesetting so long, and so often. To me, it's second nature.

But for someone who's doing it, first of all, if I cast my mind back when I first did it, it was difficult. So they're in a similar position. So you can use reviews to find out whether your service was good or not. And as the gentleman said, you would not always publish every single review. So it's so easy now for people to leave positive or negative reviews online. And we as consumers are heavily influenced by reviews Would you agree?

Therefore, in order to dominate your market and achieve expert status, you should implement a review strategy into your business. And here's a couple of examples about how I use reviews in my business. So how many of you use trustpilot? How many of you use trustpilot when you're making a buying decision? Do you trust trustpilot some people are going like this. And it's pretty good.

We use it from an end user perspective with regards to we have the widget, we pay the monthly fee for it. And if you get a negative review on there, there are steps that you can take through the trustpilot app to resolve it so you can contact the customer. I think it's really good for knocking out negative reviews that are fake. So if someone comes on your website, sorry, on your trustpilot and leaves a bad review, if you can't find the customer, you can report it, and it will get pulled down temporarily. And then trustpilot will contact the customer and say can you provide proof that you've made the purchase now give them a length of time to do that? If they do provide the proof?

They'll put the review back up. Most people will not respond. Okay, so you have to let them know and you have to be honest with it. But these really help. So this widget here is the trust pile. It's called a trust box.

And it's integrated into my WordPress how to become.com website. But on there with the widget, you can determine which reviews feature on the website. And they're done automatically instantly. So if you go on there now and leave a one star review, will it feature on there? Why not? Because I don't want it on there.

If you go on my trustpilot page, the actual trustpilot.com forward slash how to become it would feature on there, but it would not feature on the website, because with this widget you can set which reviews you want it to feature. So we only set four and five star reviews to feature on the website because you don't want to damage your reputation. Okay. How many of you would use this widget? I think it's brilliant is really good. It's not cheap.

Depends on how big your website is. How many people you've got through got coming through, but it certainly helps. And it's the green stars that make the difference. So I use it in my how to become business and I also use it in my publishing one. What I also like about it is that once people start searching for your company, and they add on the end reviews, it will appear the trustpilot page will appear on the first page of Google with the orange stars, so if you type in how to become reviews, this will come up very near the top who wants trustpilot Google so you can see there, the five stars, so when someone searches for your product or your service, you can add social proof to the Google page by having a trustpilot account you can also there's other ones like FICO as well.

Have you seen FIFA can use FIFA but also what's this court here on the right hand side Google My Business. So you can set up Google My Business. And when people are looking for you instantly, on the first page of Google, we have a raft of orange five stars. Would that help people to make a purchasing decision? Absolutely. It will really help them.

What about social proof on Facebook? How many of you have got your own Facebook pages or plan to have them for your business? Why not? You're not a big user of Facebook. Yeah, a lot of people are and obviously they will. I've stopped using it a lot.

From a personal point of view. I can't remember the last time I posted. But for business, I'm on it all the time because that's where people are. If you go on a Facebook page, let's say you You go on my Facebook author page, and I've got 200 likes, how does that make you feel? Truthfully, it's all right. Okay, so it's not many for what for?

If you're an expert, it's not many is it? It's not that many. What about if you go on my Facebook page and I haven't posted for four months? Again, it doesn't look good, does it? So how do we get likes on our Facebook page? How can you get fast likes follow a strategy for getting loads of likes, you wouldn't go and pay for them externally from Facebook, you have to get genuine likes.

And so if you go onto my Facebook offer page where I demonstrate my expert status, and I'm doing a lot of posting online, a lot of videos I post on there to promote my free course. horses, that's part of my funnel. If you go on there it shows over 16,000 likes, okay, so they're genuine likes. Now the issue with this where you have loads and loads of likes, is likes versus engagement. So when you go on my posts, you won't see thousands of people engaging. But I do this for social proof.

Okay, and I don't want to pay a lot for likes, because they're generally I'm not saying they're worthless, but I use them specifically for social proof. So when somebody searches for me online, and they search for my Facebook page, and they go on there where a lot of people do, I get a lot of people book onto my courses from this page that instantly tells people a lot of people like this. So if you have zero social proof to get started, you want to get to expert status. You know, how do you get more more likes quickly, so just let me quickly show you um, some of you will have already seen this before, but if you want to get lots of likes for a really Cheap amount let me just put up my Facebook page so we've got it here and you can see on my page as I scroll down that I've got like a lot of visuals a lot of events.

I've got this book here which I'll talk a little bit about later on I'm not even on a book coach I'm not going get yourself a book out there you've got to get it Yeah, I think they're great. But they're really good for give doing giveaways or parts of if you look at this post here, you can see there 1.4 thousand likes 227 shares. I'll show you a little strategy later on how that works. And I'll explain why it works a lot of engagement on the post and the page. I'll show you later on how long a boost it for and I'll do a little section on it. But if we look at the bottom here where it says manage the promotion so I'm just interested in boosting up social lights you can see there 1051 likes this way.

So I'm paying for those likes. And it's really simple to do if you want to get more likes to your page. So you can see on here, and 1066 likes for $29. So they're genuine Facebook likes. As I said, though, and this is a word of warning, don't think that you're going to get loads of engagement from these people. It's solely done to improve your social proof.

If you've not got any To start off with, you might think I want to get 500 likes, but I don't want to spend any more than $10 you're not gonna get penalized by Facebook, because they're genuine likes. So if we take a quick look, bear with me. So if we have a look at edit the promotion on that part there. I've already been running this but I'm looking for worldwide light So I set it up worldwide. Now, I'm looking for a certain age between 40 and 64. That's all I'm looking for.

So I've just got helping aspiring authors and Self Publishers to get their written work published. And then I'll just promote that on I want to spend about $5 a day. That's all I want to spend. So I'm after worldwide likes against a specific age group. And that's it. And that will get you lots of cheap likes.

Yes. So with this, all I'm doing with this is putting out this here on the right hand side that's going in people's feeds and people are liking the page. So that's what I'm paying for is so people like the page, the one I showed earlier, or I'm going to show you later on Which is there with me, which was the post where I'm offering my book. I'll do a little case study on that later on. But I'm actually paying to boost that and it will cost me more. But I actually want to generate leads from that.

So I want a name and an email address for my money. So if I'm going to spend, say 30 pence per lead, obviously, I've got to convert them later on, and I'll show you the funnel. But this boosted post is different. And I'm doing a couple of subtle things that make that work well. But what I want to do is that when people come on my page, they see this, there's the social proof on there. Now, not all of these 16,000 people from worldwide are just liking the page.

A portion of them are really good, genuine likes. But this is for social proof. How many of you would use that to get your likes up quickly? Yeah, quite a few people. It's a cost. effective way without damaging your Facebook page.

What you don't want to do is there are some companies out there who offer get 1000 likes for for $10 you could damage your Facebook page. He's a genuine Facebook likes, I could say you're not gonna get much engagement from them, but it will boost your social proof. So if you're a coach or you've got a business on there, people go on, they see gives them that reassurance. It's a trust trigger on there. You don't have to get thousands I mean it wouldn't cost you to get 50 that much money to get 50,000 likes, and you only have to spend about $5 a day and you'll start to see within an hour your likes flooding. Yes.

Brilliant. So he split testing using a promotion like that, where the second promotion. He's got a video on there, and it's a 20% better, right? So he's doing two different videos. Like I mentioned earlier on about testing things, testing prices, it is certainly worth doing. But if you want a quick win with that, great, really good to get lots of likes quickly.

Okay. Okay, quick summary, start using the title expert. As soon as possible, click quality testimonials from the get go. work to build your social proof on your website, and on your social channels. Always Be on the lookout for genuine reviews, have a review strategy, use trustpilot and Google My Business at the very least. Now we've trustpilot.

You don't have to have the widget on your website because you have to pay for that. So that website with that widget I showed you, you would have to get that and then install the code on your website. What you can do is Just set up a trustpilot page for free, and invite people to leave reviews on there. So when people search for you online, and on the first page of Google, you will start to get a presence on there we trust part that doesn't cost anything. Consider using social proof tools on your website, if you have little or no social proof on your Facebook page is a strategy that I've just shown you. So who are you and what do you do if I went around the room now and said, Tell me what, who you are and what you do?

Tell me who you are. Could everybody say it? Could everybody give me a definitive title and strapline as to what they do? You could map how you would struggle. Yeah, cool, right. Well, let's do a quick section on it.

So I think this is fundamental to getting to the top of your status story of your niche. And I want you to create a tagline and strapline that's clear and then use it consistently. keep using it so every post you do every LinkedIn post you talking about the tagline and strap line. as obvious as it sounds, you can't become an expert unless you know yourself what you're an expert in. Now, it's all well and good saying, Oh, I'm an expert in business development, but which part of business development, I think it's a lot easier to get to where you want to when you really drill down into one particular area. So if you're in business development, it might be helping businesses get traffic to their website, and that's what you do.

You're a traffic generation expert. So think carefully about what you do and really drill it down. So we need to answer the following questions before we do anything else. Question one, what do you do? simple questions that people struggle to answer. If we look at my how to become calm website, we specialize and I say we because I don't run it anymore.

And we are a company. So from the get go, I wanted to make myself bigger than what I actually was. You would not have known from the start. I was working in a cellar in Maidstone. You would think I had a big office. And I can remember in the early days, when I was working in my terraced house in St. George's square, my business address was how to become house.

Unit 31 St. George's square. So I wanted to make myself a lot bigger than I actually was. So we specialize in helping people pass any job selection process, test, exam or interview. How do we say my book publishing courses website? I specialize in helping aspiring authors get their books written published, and Ansel Ramazan Waterstones. And if any of you are on my mailing list, you'll see this all the time.

So I mentioned that strapline is consistent. So the message gets across to people all the time. Second question, how do you do it? Well, we've how to become calm. We offer unique insider training books, educational manuals, online tests, online courses, one day training courses, and one to one coaching. Those are the things that we do We focus on that all the time.

For my book publishing courses.com business, I offer books one day training courses, online courses on one to one coaching. That's what I do to help people get their books written, published and on sale for Amazon and Waterstones. So my tagline is how to become calm. Where the UK is leading provider of insight or career guides, educational books that help people prepare fully for a particular section, process test or interview. How can I back that up as the UK is leading provider? How do I back that up?

I back that up with a number of awards that I've won. Okay, we've been Monday specialists, consumer publisher of the Nielsen digital marketer, book publishing courses. I am a UK leading coach. Okay, I'm a leading coach. I'm not saying I'm the best one out there, but I'm a leading coach who helps aspiring authors get their books written published on sell for Amazon award stones. Now it's your turn.

So what I want you to do is to spend the next five minutes answering these questions. What do you do? How'd you do it and create a tagline? Okay, a little practice that this, it doesn't have to be perfect, but start defining exactly what you do. So to spend the next five minutes doing this, if any of you are really struggling, then put your hands up, and I will come around and assist you. So can you see the importance of making sure that you've got a clear tagline that you can use and that tagline would be used on your website, social media channels, LinkedIn, Facebook, and also use it during your social media post.

You're not gonna use it on every single one. But if you look at my offer page, you'll see that I use my tagline quite a lot in my videos, just a quick one. Hi, it's Richard, number one best selling author, award winning publisher, then I get straight into it. Don't use it all the time. Because obviously it gets a bit annoying, but I use it for a reason so that anybody who comes on there who's not seen me before, knows who I am, and the message is consistent. And you notice those people who have been trying to Create a tagline for a simple, they're relatively short.

Because then you can go into more detail on the About Us page of your website or if people ask you but have a clear message about what you do. Because the majority of experts can't tell you really what they do. They do know in their head, but they can't get it out. So make it really simple and use them. Use the consistent message. Okay, so for those people who are watching online, you'll have a copy of this that you can download.

And you can do that exact exercise yourself. So it's vital both you and your customers and clients know what it is you actually do. Create a definitive title and a tagline use the same consistent message across all platforms. There's a look at the action plan now. This is what it looks like. Right, let's move on.

If you want to take a quick photograph of that, I'm gonna break down each individual part and talk about the elements that I believe are important for getting to where you want to be. I've broken down all of the things that I've done over the years. And there were a number of things that kept coming up that was like this is really relevant. And this is important. I put up there defining your product service or offering. And it's clear, understandably, that there are some people who are not really sure what they're gonna offer or provide.

You have to have something. You've got to have something to offer. Now this lady here, we would just don't mind you don't mind me just mention you quickly. telling me what she did from writing down on the exercise. This is what I do and how I do it. So there's a couple of things on there, which were really good.

Can I share? Would you be okay, is that right? So she's basically a property investment strategy coach, so we know what she does. And then she This is really good. They do guided tours around properties, their properties that they've actually converted, I presume, or got them into the right state and they're free of charge for people to go around. Why is that a good strategy?

It's big. Yeah, build a relationship, but people get to see what she's done. So she's proving and showing what she's actually done. And then following that, that's like the free model, if you like, it's very similar to my free training course that I run. Then after that they offer bespoke one to one mentorship and coaching and training courses that people can go on. And that's when the lady would charge for those services.

So she's got a clearly defined funnel, if you like that they follow. And I said, Are you going to charge for the guided tours? And they're not sure I wouldn't if it was me, I would not charge for those guided tours, I would do more guided tours, because people then get to see what you've done. And then you can upsell at the end. So let's break it down. Define your product service or offering many business owners, entrepreneurs and coaches create too many ideas, how many have been in that position where they've got loads and loads of ideas, and they don't get anything done?

If you just look at what I've done over For the years, I've just done a couple of things. But I've just kept hammering home at doing them and kept doing them. And then all of a sudden, you'll find that you're there right at the top. They start something, they get bored and start something else, instead, very easy to do, very easy to do. And all they're doing is fulfilling a great creative urge. That's all they're doing.

You have to persist. And you also have to have the self belief to carry on and believe in what you're doing. And you'll start to see all of the little changes and things happening. Little things keep happening, and recognize those things that keep changing. You're making more sales. You know, you're selling more you get your first coaching client, you sell your first product.

To become an expert in industry, you have to be really clear what it is you're going to create, sell or offer. I say best selling author of career books, book coach to aspiring authors, whatever it is, you're going to do, make sure you're in it for the long haul. Now, it doesn't mean to say that it's going to take a long time to be successful from a financial aspect. So say within my first year, I was turning over 300,000 pounds a year at the end of it. So it is achievable. And it's up to you how much work you put in, but persevere and don't give up.

It's very easy to give up on things really easy to do. Keep making steady progress, and always look to improve. We've all seen this before, you never know how close you are. Because the success might just be around the corner. When I started putting in for awards, I had times where I was thinking, you know what, I'm never going to win this. But I just wanted to win the award, because it would signify that we've done really well.

The business was at the top of its game at the time we felt we deserved it. And we kept not winning. And in my mind I'm thinking should I bother putting in again, but I did. You just keep persevering and then you get there and things change. So we've already spoken about the message what's your message, a clearly defined unique selling points a message are really important when aiming to be expert in your niche. Like when I started my how to become a guides, we still use this a little bit.

We created guides that had insider knowledge. That was my unique selling point. It was Insider, I'd gone through the selection process for certain jobs. And that was my unique selling point. This is what I was good at. It doesn't matter if your USP is similar to other people's, that's fine.

It does not matter but have a USP, your USP for your product, I would say is this got the guided tours is clearly your USP. I've never heard of that before. Love the guided tour, you get to come around, and you get people who go around and have a look at the property and they want to Nick your ideas, fine. I get offers, buy my books. I even get people come on my training courses. It was setting up their own publishing company, they're never going to buy to me.

Sorry, buy from me. do I care? No, I'm not bothered. It doesn't matter. I don't care. We back this up with a number of people who have successfully coached in a number of awards.

We have one. We get these all the time, these cards This is a testimonial. But I get emails from people who look me up online. And they thanked me for for the books that we've done. Afternoon. So I'll let you know starting my police training next month, I don't think we would have done it without your excellent information and support.

This is my first time applying and I was successful and are looking forward, I don't think I would have been able to pass the process. Without your information, including YouTube videos and literature. You helped me get where I want to be. I get this all the time. And I get it all the time because the stuff we do is good. Okay, it's good stuff.

And this is one of the reasons why I got into business was to help people and then the financial reward comes. What about branding? Should we have a good brand? A good solid, consistent brand? What about your domain name? Now there's some debate and debate around domain names.

Whenever I choose a domain name, I always make sure it does what it says on the tin. Now things have changed over the years. You do not get any benefit from having what's called an exact Matching domain. So an exact matching domain would be to come on my training courses. It's called book publishing courses.com. It's an exact matching domain based on what I do.

But it just helps to sell a product and it's relevant to the service that I am offering. You don't have to have an exact matching domain because you won't get any benefit from an SEO perspective anymore. But they're certainly worth getting if you look at the how to become that I created. It's a great name, it's really simple. The number two was on there because I was just trying to be cool and everyone texts with a number two at that age, but it's a great domain name. And there's my book publishing courses.com.

So think carefully about the website and the domain name that you have other stuff we branding, create a great professional looking logo, website and or packaging. Now our logo is really simple. It's actually got more simple as time has gone on. When I started off the logo that I had was the red diamonds one, you can use these logo creators to get it done. If you don't have a load of money, then you can use these software tools that I'll show you. So make sure you create a great professional looking logo website and or packaging.

And the key benefit of branding is that customers will instantly recognize you or your business or your product. A strong brand name and logo image will keep you at the forefront of your customers mind. And again, it's using that same consistent message along the way. So when I first started out to become my aim was to make myself look bigger than than what I actually was. And as I say, I use that title, how to become house even I was living in a terraced house. What about guarantees?

Now these usually cause some kind of debate amongst people. Should you give strong guarantees only if you deliver and that's a good point because if you don't, you'll get people asking for a refund. But I love guarantees because they force you. They force you to do a good job. But they also are very similar to trust triggers in the way that they will help people convert much more than hope people convert. Because if they think to themselves, I've got nothing to lose with this.

Great. Give me an example of a company that offers a brilliant guarantee. As the exact one I had in my mind, the mattress company How many of you have got one of those mattresses, the eve mattress, you know, the memory foam ones. Nice, good matches. So Eve do it. I think Simba do it and they say, so get our mattress, which is quite expensive.

And you get to try it for 100 days. So if you don't like it, we'll come and get it. Can you be really bothered to package it up again? Have you seen the box it comes in? It's tiny and you and you let them play. counted, it goes boom, how am I gonna get it back in the box?

There's no way that I would I mean, I'm sure they would just come and take it away. But can you be really bothered to go back to them and say, of course, if you had a bad back from it, you would do. But I would love to know what their refund rate is, it will be really low, and you will get some people who go, let's just try it for three months, and we'll take it back. They won't care. They won't care, really good customer service. And it makes you think, well, we'll try it and we can always get our money back.

It's no problem. Now, of course, you have to do a no quibble, return, don't you? The guarantees got to be solid, you can't be going, Oh, well, you know, there's certain attachments to this. And I do on my mentoring program. If you do not get to bestseller. Within three months of the publishing date, I'll refund your money.

I will cannot forces me to make sure that your content is good, and that your marketing session is good. And you get the support you need, doesn't it? Because do I want to refund you? 1500 pound plus fat? No. I will do If it doesn't work, but so How far would you be prepared to go with your guarantees?

If you're if your product is that good, if your product is that good, then have the confidence in it and offer great guarantees, and there's ways that you can do this. But a word of warning, you don't want it to sound desperate. You don't want to guarantee to be desperate that you really really want people's money on I'll do anything for you. That's no good. Put it this way, a stronger unconditional guarantee will help increase sales for example, I know for a fact that my best seller status really helps people to convert, it helps people to convert on the program. What do you use guarantees on your website, place them near the buy now buttons and make it comfortable for people to buy from you.

And I also offer people during the sales pitch that they get 100 copies of their book. And the idea of that is I'm trying to make the program almost free in a way. So if you get 100 calls When you sell it, when you sell those copies, you can make back most of your money. So I'm trying to make it really easy for them. So if you can think of any kind of bonus or offering that you can give to people to make it easier for them to buy, then do so. And there's a very good reason why I give them the hundred copies.

So this was someone who last week Darren bond just finished his book down out of August gonna say a great story then it's not. About 20 years ago, he opened his front door, it literally just moved into a house. There was a knock at the door at midnight, ran downstairs and he was stabbed I think 14 times. It was a case of mistaken identity. So he wrote, he wrote this great book about his journey, obviously, really suffered mental health wise, and following this, but he's got his life back on track. And I always go to people's book launch party.

So I say to people have a book launch party and sell your books and make your money back on the night. So that was all the people at Darren's event. So I take photos and then I can use them as social proof as well. He did a book signing, he can't believe people were signing his books and I got this email, just let you know I sold 103 copies on the night. So he's made a lot of his money back. So that's a bit of a, it's like a bonus or a guarantee, in a way, isn't it, you've got nothing to lose.

So we've your products or services, think about what you can offer people to make it easy for them to buy from you if you're going to be a coach, or you're selling products, one of the things I did in the early days, and I ran out of space, but I remember I used to get hold of one pound t shirts. And I think they were Fruit of the Loom t shirts that were sort of seconds. And I would give away with my guides, a free sports t shirt with every guide. So the idea was when you're training to get into the police, or the armed forces, you get a sports t shirt. You'd get whatever size you were given. What I didn't matter, but you got a free t shirt so for like a 12 99 guide if you've got a T shirt, that Do you see what I mean?

The price of it, it makes it a no brainer. So think about the different sort of bonuses that you can offer people look at pricing, price yourself too high and you'll be out of reach for most people, but price yourself too low, and people will think the amount you're charging reflects the quality of service. Test the market. We've been talking a little bit about testing today. It's invaluable. Split tested prices, set up two web pages with the same content, but different prices and see which converts better also be prepared to run training courses and try different prices, you've got nothing to lose and just take the hit if you go too high and no one converts doesn't matter.

Just do the next one and drop it down back down again. My mentoring program costs 1497 plus fat for the 12 months men should have tried tested higher and lower ones but that's the one that converts really well. But then you can also offer bolt ons add ons and upsells. So this is like a real cool thing. So Rick here in the room, he's doing an online course on setting up it right for me to share it. Yeah, setting up a window cleaning business.

Lots of people ex armed forces people want to do this. And in the course, he's doing a section on bolt ons which are upsells. So conservatory roof cleaning, gutter cleaning, patio cleaning, driveway cleaning, and he makes a lot more money from those in the actual window cleaning. So think about all of the different kinds of upsells that you can do on your program. Because once people are ready to part with their money, they're ready to spend even more. So test your pricing and test your market.

Consider these tips when setting the price of your product or service. So as I say offer the hundred copies which is really good for people on my program and you know, a lot of thought has gone into it with the kind of things that I can offer people. Okay, funnels. A funnel is basically an internet marketing funnel, which is a highly effective marketing strategy whereby you're constantly generating new leads into your business. So we have to have some kind of funnel in our business, how are you going to get people to come on to your training courses? How are you going to get people to come to your website to buy your product or your service.

And once you have the leads, it's then your task to convert them. Now, if you're selling a product, say on Amazon, for example, you don't have to worry about the trust triggers or things like that, because people will still buy the book from you. Because they trust the website, Amazon and all the traffic's going there. But when you're getting people to your Facebook page, or you're getting people to your website is up to you to then convert those leads into paying customers. Once someone's bought from you, it's far easier to sell to them. Something else providing your initial product or service is really good.

This is an example of a funnel. You can take a picture of this once I've put all of the content up, raising awareness. So we start off no one knows you or there are people Do not know about you. So we have to have social media presence. We have to have regular posts, email campaigns, sending out emails to people. What's the email open rate going to be?

12 Months round about 20 to 25%, which is really good. It's really good. And a lot of the time, when I send out an email, I asked a question in the email title. I asked people a question, sometimes I'll go Did you see this question mark. And that will get a high open rate because of inquisitive nature of people a funnel, what is this? And I post often or every week I'm posting I wish I could do more.

And but I post a lot free offers How many of you are thinking about offering something for free to get leads coming in? Good, good, and also paid for marketing? Then we move on to engagement, answering questions. for free, how many of you get questions from people? Just asking for free stuff? Do you answer questions?

I do to a certain amount. And you will get some people are asking you questions, and then all of a sudden they think that they're getting free coaching and training. They're not. I'll answer a couple of questions for them. And then I'll say, come along to my training course. And I won't answer any more after that.

Because there has to become a point where you decide whether those people are actually going to convert or not. And if they're not, then I will stop it. Yes. Yeah, so you you can use there's loads of tools that you can use, but what I'm saying is with regards to regular posting, you'd have to create all of the content, spend a few hours doing it and then shedule it to go out. So there's loads of tools that you can do. I'm doing a lot more videos now than I used to a lot more videos which work Better.

And what also works better on my social media channels are quotes. So I create my own quotes and then stick them up there. And I use canva.com to create those quotes. So answering questions for free Facebook Live, posing questions on social media and also free offers. Then the discovery part. This is where people are discovering your expert status and how good you are.

And you can do this through webinars, online training courses, anything that builds trust and connection, recommendations, referrals or affiliates, training events and seminars. So I'm building awareness on social media, people are getting to know who I am, then is the engagement. Okay, so I want to engage with them. I want them to ask me questions or engage on social media. And then the discovery part is where we are getting to the point where we're warming up to make, make a sale, do a pitch, and you might have a discovery event. So you're guided tours or a discovery stage of a funnel where People are getting to find out how good you are at what you do.

And then there's the acquiring the customers and clients and then also keeping them and you can keep them in lots of different ways offering them additional services or promotions. Also, this is a good thing, offering them a referral fee if they refer people to your services, and you'd have to set the percentage of how much that would be with regards to your referral fee. Now, sometimes I will go along and speak at events and I will offer to give the event organizer 50% of everything that I make 50% which doesn't really leave me much to deliver the mentoring. Why do I do that? Because you get upsells and you also if you do a good job, that person might recommend you to somebody else. Okay, so always be open to varying different things you can do with regards to the retention.

So later on, I'm going to show you the exact funnel I use within my Book coaching business. We've already mentioned a little bit today about trust triggers. Now when you develop your product or service, think what your trust triggers are going to be. So don't just create the product, put it out there, have some trust triggers. Think about how you're going to help people make buying decisions. Now you do.

And if you're buying something that's relatively cheap, the trust triggers may not play a huge role in your decision to make a purchase. However, once you start charging the premium price, the trust triggers really start to kick in logos of other trusted brands on your website. You seen that before our partners as featured in so you might decide to pay to get featured in a magazine, a well known magazine and then use as featured in so if yours you could find some kind of educational magazine, and you're not going to get featured in there just for the sake of making money because magazines don't really convert that well anymore, but then you can start using the logo as featured in it and it adds the credibility. Written testimonials on your website from genuine Customers video testimonials, uploading client feedback forms. If you run training courses, get people to complete feedback forms because then that will tell you how the event is going which areas you need to improve.

And you could put consistently rated 9.4 out of 10. Whatever the consistent rating is. Awards, whether you've been shortlisted or win, you don't have to win the awards. To use them. You could get nominated or shortlisted. I've already mentioned about trustpilot presence and their website widget.

Google My Business listing, money back guarantees secure shopping and SSL certificates. How many of you have got the SSL certificate on your websites? How many of you have not can't get it? Okay? doesn't cost much to get one. So this is what it looks like.

It stands for Secure Sockets Layer. And it's a protocol which creates a secure connection between a client and the server over which you send like personal information. And also with regards to taking payments. So you should have an SSL certificate across the top creates a little bit of trust when people are shopping. Do you look out for this on websites now? Yeah, I do all the time.

Yes. So how did you get one of these, this is where to get it from. So you get an SSL certificate. And if you have got a website host, or provider, like if you're going to use wix.com, you can get one integrated straightaway through there. This is the server company that hi I use is Ts Oh host.com. So you could get it from there.

All of the service providers should do it. There are some free ones out there as well. So if you're on smart hosting, it's free. Brilliant. Definitely worth getting one. Definitely worth getting it.

Customer Service and delivery. We're going to be stopping for lunch soon, guys. Don't underestimate the power of outstanding customer service. Your clients can help you achieve expert status faster than you think. Now apart from the fact You're going to need to have great reviews for your business. Nothing can be a positive client review or testimonial for helping you get to the top of your niche of last five years.

I keep getting them all the time. Every week I'm getting these reviews because I deliver good service. Email, they're nowhere near if you go on my trustpilot page, the go to expert for getting the book done. And then one here incredible support for online coaching. Even on Twitter, you'll find people start to tweet about you as well. Number one here, someone got a final interview.

Thanks your books have helped so much. So keep a check on your Twitter page as well. And as people in your products or email campaigns to tweet about your products. My advice is to make sure you have a review as part of your business because it's certainly going to help you because people buy from people consider having a dedicated page on your website that shows your most recent testimonials and reviews. So we've actually got a dedicated page on our website with all of the reviews on there. Click the button at the bottom of the site that takes you through to that page.

Now we know which pages people go on our website, and that gets visited a lot, the review page, people go on there because they want to get that trust before they make a purchase. So we list all of the reviews on the page. And we always try and get reviews and we're active in that as well. Now, this one is often overlooked by many businesses. And it's only a simple one. And that is how quickly you respond to people's emails.

Make sure you respond as fast as you can and have a timeframe that you're going to come back to people. How often do you contact companies, and it either takes two, three or four days to get a reply, you don't get a reply at all. It happens a lot all the time it happens and you're just left with a bad taste in your mouth about that company. So I always respond and I provide a guarantee that I will always respond within 24 hours without fail. Always usually a lot quicker. We also deliver products as fast as we can as well.

And this helps us in my opinion, this is a quick win for you guys is no no excuse for not responding quickly set yourself a maximum email response time. An effective and efficient email communication is obviously paramount to get to the top of your game and make sure if you have other people that are working for you, maybe outsourcing or otherwise that they sign up to that as well and they know exactly what to do. How are you going to ask for feedback from people? Here's a list of different ways that you can do it. You can email your customers and clients and actually ask them directly for feedback. This option gives you more control over negative feedback.

If you automate requests as well for feedback, it will, I'll show you how this can be done later on. So you don't have much control over what happens when people publish online. And you will get that and especially if you ignore emails, or don't do great customer service and you're going to get negative reviews. So just to give you an example I used a company called authorized recently to launch one of my books. And the reason why I use them was because I wanted. I wanted to offer a different service to my clients once they got their book out there.

And I wanted to do a joint venture with them as well. So spoke to the managing director said, Look, I'm going to try it on one of my books, because I want to offer it to my clients. So, you know, there's no guarantee of how many books you will sell, no one can guarantee that. But if the promotion is good with my book, then I'm happy to recommend your service to my clients. Great. So we did this campaign or they did the campaign, and in my opinion is really poor.

They asked me to put it on a couple of months in advance so they could do loads of promotion, guess how many copies they sold? No, no, no copies sold whatsoever. Now, that's not their fault. It's not their fault because they don't promise it but here's the Point, so I get an email from them. So although we'll no longer be actively marketing the book to the national press, we will be in touch with anybody who's requested the book and keep you informed. Finally, we've attached our feedback form.

Brilliant. This is what they should be doing yet. Great practice. You're asking for feedback, which we would appreciate you fill it in, including a testimonial, and send it back to me at your earliest convenience. Fair enough. Right?

So there's no real lead in there to say, oh, how did you find it before stating that? So I went back and I won't give you the full email. It's really polite. Hi, I've got to be honest with you. I thought the campaign was poor. And I felt it delivered very little substance for the 2000 pounds investment I made.

Here are the reasons why and I list them. They're all valid reasons, valid reasons. I'll show you the response. I got what you think they said. Didn't even reply. no reply.

That's fine. Isn't it is really poor? So I'm trying to sort of help them and say, Look, you know, these are the reasons why I thought I could do a better job myself. I felt I was on a bit of a treadmill if you like, but for that amount of money, it was like a few hundred pounds, it's different. But 2000 pounds is a lot of money. I never expected them to sell lots of books, but I would have expected them to sell more than non Okay, so then I won't recommend them.

And I would have expected at the very least a response back but they might have said, oh, let's just leave it let's not bother responding. But that makes it works because then you start telling people, not, don't you, you start telling people this is what happens when you get ignored. So be really honest. If you get negative feedback, use it to improve your service because I felt in my email I could have given him some things which would have have helped them. So simple fact is you will always get great feedback. But if you receive feedback, that is negative look for a way to use that information.

To help improve the product or the service, at the very least, respond to the customer, or better still ask them to help you. what ways can you help us to improve things. So getting reviews, there's loads of tools out there that we can use to automatically request feedback. I've already mentioned the trustpilot one, and you can automate the trustpilot one if you want to. So you can do this through WordPress, they have an integration tool, where you can automate it so that people will automatically get sent requests for feedback. FIFA, you can do on that that one too.

So on the trustpilot one, it's called the trust box. And this is the one on the web page, where it adds the widget. You'd have to pay for that. And it's based on the amount of visitors you get to the website, the amount of users that you're going to get. So define your USP, your unique selling point and be different from the competition where you can have a strong brand and identity. This doesn't mean you have to spend a fortune on branding, build rock solid, guaranteed Be prepped, pre prepared to refund if required.

Think carefully about pricing and split test. Define your funnel, I'll show you the exact funnel I'm using later on. And how do you intend to build your trust as you go along? And what's your customer service policy going to be like and if there's more than one person in your business, make sure they sign up to it to ask for the news, feedback and testimonials and respond to emails.