ROAD TO FREEDOM · • Recognised by Eric Worre as one of the Top 6 coaches in the world for...

ROAD TO

FREEDOMThe 25 Steps You Will TakeOn Your Way To The Top

By Danny Clarke

Founder of The VIP Life

ROAD TO FREEDOM

The 25 Steps You Will TakeOn Your Way To The Top

By Danny Clarke

Founder of The VIP Life

CONTENTS

A taste of what’s to come...

IntroductionBeginning Steps To Freedom25 Steps To FreedomStep 1: Goal SettingStep 2: Target MarketStep 3: Irresistable OfferStep 4: Creating Your SystemStep 5: Lead GenerationStep 6: Engage Your AudienceStep 7: ConversationStep 8: Seek PermissionStep 9: Emotional ConnectionStep 10: Logical ConnectionStep 11: Close/Ask For The SaleStep 12: Follow Up Sequence/ReferralsStep 13: Onboarding ClientsStep 14: Become A PersonalityStep 15: Educate Your AudienceStep 16: Lifetime Client ValueStep 17: Define Your USPStep 18: CopywritingStep 19: Build Your ListStep 20: Knowing Your NumbersStep 21: Facebook Ads/Paid TrafficStep 22: Build Your Website/FunnelsStep 23: Personal GrowthStep 24: Hiring A TeamStep 25: Daily Flow/SystemsMy Final Thoughts

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ROAD TO FREEDOM: THE 25 STEPS YOU WILL TAKE ON YOUR WAY TO THE TOP

INTRODUCTION

Since I was 11 years old and began washing my neighbour’s cars for £2.50 to earn pocket money, I have been driven by this idea of being my own boss, living a life of freedom and giving myself the choice of doing what I want, when I want and with who I want..

Not just financially, but in all areas of my life:

PhysicallyMentally

Geographically

My days would be spent daydreaming about travelling the world, being with my parents, my own family, helping people and just, well, being happy I suppose.

I was never fussed about material things, such as sports cars, designer clothes. And if that’s your thing, cool. No judgement from me, it just isn’t my thing.

Instead I was captivated by freedomand being outside of the ‘system’.

And let me be clear here, I have not yet achieved all of these things I envisioned. In fact, I am still pretty useless in many areas of my life. I eat too much fast food, I watch far too many conspiracy theory videos on YouTube and I speak to myself in the most awful of ways at times.

Yet, here I am, moving forward, creating success and trying my best along the way.

In truth, I don’t think we every really achieve complete freedom. I don’t want you to misconstrue this post and story as just another one of ‘those’ things from some annoying, BS spewing, Insta famous, 21 year old, life coach gooroos.

Absolute freedom is hard, we can’t really have it all the time, as life kinda get’s in the way, right? But, what I’ve learned over the past few years, is that it is actually part of the fun.

The journey as such.

And despite not being a perfectly polished, 10X rockstar, bajillionaire guru. I think I’ve done pretty well for myself in life. Happily married, 3 beautiful kids,

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10+ years working for myself, travelled the world full time, nice car, dream home, I work around 10 to 20 hours a week and generate multiple six figures in revenue (FYI that’s not what I spend, I’m not overly fussed about designer clothes or expensive toys, I enjoy living a modest life tbh) but the main thing, I’m happy.

And as a coach / mentor in this ‘freedom’ world, I find myself now helping others to achieve and create what I did for myself.

I’m not promising you’ll make billions, or become the #1 person in your niche or even create overnight success following my advice (although you could). But honestly, I would say that 90% of people I have spoken to about this the last few years would be happy with;

• Earning £5,000 to £10,000 a month working from home• Being their own boss• Working 20 to 30 hours a week• Ability to choose the hours they work• Limited stress and pressure• Majority of debts and mortgage cleared• Chance to travel the world

And as you read that list you’ll either be nodding ahead in agreement with me that this too is your end goal or you’ll recognise that getting there is at least a step towards your ultimate life. And don’t be scared of that. My goal is £10 million in the bank and then I’ll retire and live off the interest whilst exploring the world full time with my family.

So why bother reading this guide?

Good question.

I wouldn’t want to waste your time, so let me start by telling you who this is NOT for:

• People earning over 7 figures a year• People who travel the world whenever they want• People who are 100% happy in all areas of their life• People who teach others how to create a successful freedom based

business (no need to copy eh fuckers)

If you are still reading this and you think this might be for you, lemme explain a little bit more about me and my story.

Born in 1987, I grew up in a seaside town called Skegness on the east coast of England.

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I had a pretty standard upbringing. Only child, parents married, probably spoilt to a degree, but we were definitely not rich. We lived in a pretty average 3 bed bungalow, had a dog and I did all normal things that kids do.I left school at 17 after completing one year of my A Level results. I was smart, but not overly inspired by school.

I’m a little embarrassed to admit this, but I often thought whilst daydreaming at school, “Why should I bother listening to you when you are grossly underpaid, you clearly hate your job and you’re stuck to this same old boring routine for life”. I was certainly not inspired.

So at 17, despite achieving mainly A* and A results during my GCSEs (school qualifications at 16 years old in the UK) I left school to enter the workplace and to begin working my way up the corporate ladder for drum roll please…. the local council.

My salary was £10,400.

And I loved it. I was a trainee Building Surveyor. I knew the building trade well as my Dad worked in construction. The best thing at the time, was making so much more money than my friends at school. I loved it.

After 3 years though…

I had enough. I was soooo fed up by the same old boring routine.

So I quit.

And a few days later I went travelling the world with zero clue about my future or any sense of plan. This was really the beginning of my journey in to making me the person who I am today.

But let’s skip forward a few years as I am certain you didn’t download this guide to read all about me.

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THE BEGINNING STEPS TO FREEDOM

I am pretty proud of my recent achievements. Everything I have done in life has been worked for. Many late nights, many risks taken and may opportunities ceased to be here.

In the last couple of years alone here are a few of my personal milestones.

• Travelled around the world for one whole year with my wife, 3 children and dog

• Retired from a 10 year career in financial services• Retired my mum from a 35 year career in accountancy• Earned more in a single hour than my first ever salary as a Building

Surveyor• Spoken on multiple stages across the world• Recognised by Eric Worre as one of the Top 6 coaches in the world

for Network Marketers• Created the world’s first and only affiliate program of it’s kind• Became the first person to build a truly online business and hit the

top 1% of income earners in a 35+ year old MLM company• Hosted a sold out 250 person conference for Network Marketers

Some of this may impress you, some may not.

Either way, I hope you agree that I have certainly achieved a pretty decent amount of freedom in my life.

And this is now where it becomes all about you.

Because if you haven’t yet done what I have done, I can certainly help you to achieve the same, or similar goals. Think of it like this, my hindsight is your foresight on your upcoming journey.

I have gone through the steps that you are about to climb. I have tried the things you wish to attempt. I have failed things you probably haven’t even thought about yet.

None of this means I am better than you, just perhaps a little further along in some things.

[Keep reading the good stuff is coming]

Why was this even created?

It was only recently that I put this roadmap together for the members of our company called The VIP Life.

http://www.theviplife.co.uk/be-a-vip

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By the way, you can join The VIP Life and have access to over 100 hours of content and training from just £47 per month HERE. There is no contract and you can cancel at any time.

Anyway, back to the freedom thing.

This all came about for one specific reason. For several months, our newer members would ask… “What should I do first?”

And so we would tell them.

Then, our members would ask… “What should I do next?”

And so this became a regular pattern. One which is pretty common in the coaching and training world.

Yet it bothered me because I knew as one person, I couldn’t give everyone the level of coaching they needed. Yet despite that, it was a problem I could not get my head around.

I considered multiple solutions:

• Starter Packs• Email sequences• Messenger bot flows• Monthly coaching calls with ‘VIP coaches’

And then finally, like a bolt of lightening, I was stuck by the bloody obvious.

Why not Dan just go back to Day 1 of your business and re-create the exact steps you took, cut out all the mistakes and costly fuck ups (although make sure to warn people of those so they can avoid them too) and add in all of your ‘right now’ knowledge that you would do now.

A fool-proof plan.

A complete A to Z that takes you from the bottom to the top, all the way trough to creating a global online business on social media giving you true freedom.

Whatever THAT means to you.

So I did.

Whilst this guide below does not cover every single intricate details, it will put you ahead of 90% of people out there. I’m still not sure why no one else teaches this stuff like I do.


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Maybe it’s because I like things to be simple and feel more confident having something to follow. Anyway, if you want to be one of the top 1% and you want even more help and support through training videos, guides, action plans and templates from me… I provide all of this inside of our Private Members Community inside The VIP Life.

By the way, you can join The VIP Life and have access to over 100 hours of content and training from just £47 per month HERE. There is no contract and you can cancel at any time.

This guide does give the exact same 25 Steps To Freedom we took ourselves and what we coach our VIP clients on every day.

Without hesitation, the content inside of this book could easily be priced at $100 plus. But, my mission and beliefs are simple. Our company, The VIP Life has been created to help 100,000 people achieve time and financial freedom. So although this guide is free, please do NOT under estimate the tremendous value within these pages which has been created for you with one sole purpose in mind.

Your freedom.




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25 STEPS TO FREEDOM

Over the next several pages there are some basic guidelines for you to adhere to when following this guide. For your convenience, I have listed these below;

1. Each step starts on a brand new page for ease when you come back to this document again in the future and are headed as steps 1 to 25.

2. Each Step To Freedom contains an action plan. The purpose of this guide is not for you just to read it, or just get new information, it is a tool designed to make you take action. So do so.

3. This guide is over 60 pages long. I could comfortably charge over $100 for it, if not several hundreds more. Because it is free, and as a favour to me, I’d love it if you could do two things for me.

Number one, share this guide to your social media and tag me (Danny Clarke or Dan & Liz Clarke) the author in and let your friends know why they need to grab this guide and how.

And number two, we’d love for you to invite your friends and family to our free Facebook group The VIP Life FREE GROUP.

Now we’ve got that out of the way, let’s move on to the good stuff.

#RoadToFreedom

http://www.jointhevip.co.uk

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STEP 1 - GOAL SETTING

Simply, without a goal you will not achieve the things you want in life because if you don’t have a goal, you’ve not even thought about this stuff in the first place. Kinda obvious, right?

So let’s start.

First, I want to clarify what is and is not a good goal.

If your goal is ‘I want to have 25 cars on the drive because thats what I heard at an event once’ kinda stuff.

You are heading towards a life of unhappiness. Simply anything that you can ‘get’ you can ‘lose’ and of course, all of this stuff is external.

Cars, money, houses, toys.

They may give short term happiness, but long term? That must come from within. But I understand why you go for the easier ‘car goal’ or ‘hit the top of your company’. Because it’s a form of reality that does not require you to think.

Perhaps its your real dream that scares you and you don’t dare share it to others, maybe even to yourself.

Perhaps it’ll mean you have to face up to that inner game stuff you’ve put off for years. Perhaps its not even business related.

It’s all gooooood.

Here’s an example if you are unsure of a goal that will work for you.

“I WANT TO LEAVE MY JOB BECAUSE I NO LONGER LIKE

HAVING SOMEONE TELL ME WHAT TO DO AND START MY NEW

CAREER AS …….. WHERE I WILL WORK FOR XYZ HOURS A DAY,

NEVER WORK WEEKENDS, HAVE TIME TO BE WITH MY FAMILY.

THIS WILL WORK BECAUSE I AM GOING TO …….

I BELIEVE IN MYSELF BECAUSE I HAVE XYZ SKILL…”

You get the idea hopefully.

Have confidence that there is no wrong or right answer, but by making a start you are better off than 90% of the population. I promise.

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The little exercise below can produce astounding results! It tells your Subconscious Mind exactly what you want out of life and gives you an insight into what’s really important to you.

I first did this exercise about ten years ago and like many people I did it for fun without really believing it would make a difference.

I re-discovered my list several years later and was stunned to see that I had virtually everything on it. Some of the things had turned out a little differently but the core of each item had been realised in my life.

Everyone I have spoken to who has done this exercise has had incredible results.

It costs nothing, it’s fun and above all it works.

**EXCERCISE**

“I WANT………………. “

“THIS WILL WORK BECAUSE I AM GOING TO …….”

“I BELIEVE IN MYSELF BECAUSE I HAVE (XYZ SKILL)……….…”

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STEP 2 - TARGET MARKET

In my opinion, these are the key questions to get any new or struggling business off the ground.

1. Who you help and why?2. What is the biggest problem they face and how this makes them feel?3. What your ‘thing’ is to help them overcome this?

This might require some new thinking.

Find the problem before figuring out the solution. To help keep you on track, I want to share with you my answer for #1

“I help men and women who are looking for more from life. They have already achieved some success or happiness in their life and career so are not desperate. They see the potential of passive income and growing an online business for greater freedom and want to create a business in line with their personal values. Spamming is not acceptable to them. They are rebels and have a naughty side.

I help these people because they have shared beliefs with me and I aggressively love helping them to see what is possible.”

Make sense?

Before someone asks, yes, this can be product focussed and / or business focussed, for some of you, it might not even be MLM related.

Whatever IT is… Choose just one, remember you must master something before trying to do everything.

**EXCERCISE**

1. Who you help and why?

2. What is the biggest problem they face and how this makes them feel?

3. What your ‘thing’ is to help them overcome this?

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STEP 3 - WHAT IS YOUR IRRESISTIBLE OFFER

When you know who your target market is, you can begin to create an irresistible offer for them.

This might be a product, a business opportunity, service, whatever…

It just must be something that solves that persons particular problem in a simple way.

For example, if my target market is ‘Millennial travelling the world building a six figure income’.

If my offer was a MLM business opportunity. And they way I teach them to grow their business is by hosting stalls at local events, meeting people for coffee and hosting product parties at my home with local friends and family.

The majority of my target market are going to be turned off by my offer and therefore go and seek an opportunity which more aligns with their goals.

However, if my offer for the same MLM business opportunity was ‘to build an online business, where you are provided with a full social media and business leadership course management, mentorship and the ability to be location independent working form your mobile phone’.

That, would be far more attractive to them.

The MLM business opportunity is still the same. Products, compensation, company, branding, website, head office support… but the offer? Completely different.

So how do we create one? Simple, just follow these steps:

- What is the major frustration your target market want to change (that your service solves) - What are the benefits of curing the frustration? - What happened in your life that led you to discovering this solution? - Who else has had their lives changed by curing this frustration? - What happens if they don’t take action? - What proof of results do you have that this works? - Why do they need to take action by the deadline you have given them? - What guarantee can you offer them? - How do they make payment to get started? - What extra benefits do they receive by starting now?

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STEP 4 - CREATING YOUR SYSTEM

Let’s begin creating your system for success and take a moment to think in steps. Specifically the ones your prospects will take to your product or service.

Below I want you to list, in no more than 5 steps (ideally 3) how your prospect goes from being a stranger to buying from you. Some of you may have more than one target market; product, business, something else. If that is you, please feel free to create the steps required for each one individually to avoid confusion.

SYSTEM NUMBER ONE Step #1 Step #2 Step #3 Step #4 Step #5

SYSTEM NUMBER TWO Step #1 Step #2 Step #3 Step #4 Step #5

SYSTEM NUMBER THREE Step #1 Step #2 Step #3 Step #4 Step #5

If you have more than one system (aka roadmap), you may find it difficult to use one social media profile to direct traffic to 3 different places. Remember, we need our signposts to be simple to understand and easy to follow. So choose one roadmap as your main route.

Within that roadmap, where does your Facebook profile fit? Is it number 1, 2, or 3? If it is 4 or 5, I would suggest you may have it placed to late in your steps. Remember, your roadmap should direct traffic to your final conversion mechanism where you ask for the sale.

Let’s assume your Facebook profile is Step #2 and your Facebook group is Step #3. Where should we direct traffic from your profile?

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Your Facebook group of course.

With that in mind, you can now complete your Facebook profile with the relevant call to actions and descriptions needed to direct traffic.

PROFILE IMAGE What image are you using?What description / engagement question / link to group are you using to direct traffic to the next step on your roadmap

COVER IMAGE What image are you using?What description / engagement question / link to group are you using to direct traffic to the next step on your roadmap

BIO I do XYZ for XYZ in XYZ time (as you cannot add a link here, use this as reinforcement of your profile photo and cover photo)

Eg.I run a FB group helping women lose 10lbs by XmasMy FB group supports men creating nancial security in MLM I hope this is a simple analogy for you to follow. If not, please don’t give up and just aim for a ‘pretty’ profile. Use these tools available to you to create the clarity you deserve to create a huge impact in your business.

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STEP 5 - LEAD GENERATION

Without people to speak to you have no one to sell to. Therefore, it is clear that the lifeblood of any business is lead generation.

So how do you find people to speak to?

Do you simply add them? Spam them? Join random FB groups in the hopes of finding someone?

Well, you can, but like anything, the more we clearly define anything, the easier it becomes to take action with.

So where do you start?

Your target market should give you key indications first of all. Because, if you know who it is you are aiming to attract, it makes good sense to go to the places that they hang out, right?

Answer the following questions to understand where you should begin to focus your time on finding the right leads / prospects.

• Who is your target market?• What social media platforms do they use the most?• What content will most likely engage your target market?

Once you know where to find them, what do you do next? You can take guidance from Step 4 here.

For example, if you are connecting with prospects in a local Facebook group, next you could engage with them in the group, then add then as a friend, then start a conversation with them.

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STEP 6 - ENGAGE WITH AUDIENCE

The golden rule of social media is attention. Your aim should be to get it and then of course keep it.

This is engagement.

I would go as far as saying that on social media, getting quality engagement is the most important skill you should learn to grow your business on social media.

I say this for two reasons:

1. If you have the best product / service in the world but no one caresabout you enough to start talking to you? You’ll have zero success

2. Studies show that human behaviour dictates we must engage withothers before we initiate conversation.

With this in mind, let’s get Clear on what some of the different tactics / tools you can use for engagement.

1. Content2. Video / FB Live3. Images

Obviously there are many more, but these tend to be the more commonly used means of grabbing attention / getting engagement.

Whatever the platform, there will be a means of doing this.

So my question to you is, in rank order, what is your strongest skill for getting engagement using the above methods?

1.2.3.

Hopefully, you are now a little clearer on where you should focus your energy. Like I always say, if you’re funny, tell jokes. If you’re sexy, take a selfie. If you’re smart, give value. Whatever it is you are, just be it and use the tools that serve that skill best.

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STEP 7 - CONVERSATION

If engagement gives you the opportunity to speak to people… Having a conversation gives you the opportunity to sell your product / service to prospects.

But, what is the most effective way to do so?

Well, like most things, it depends. So let’s run through some different scenarios for having a conversation with a client. They are:

• One to one• One to many• Automated

For this exercise, I wish to focus on just one of these as it is the most common when starting out. When speaking to a client one to one you have two options on how to communicate with them. You can either be direct or indirect.

Direct is essentially going for no. Quick disqualification. If this is your preferred approach words to this effect may help you;

“By the way, I am doing something which is really helping me and I think it can help you. It may be for you, it may not. Is it okay if I tell you more about it?”

I wouldn’t ever encourage you to contact a person directly with this. Always engage first. Please note, a direct approach will require a far higher volume of people to speak to. For quick results, I mean speaking to a minimum of 300+ people per month.

If you contact them indirectly, think of this as going for certainty. Indirect is not just talking to someone and ‘seeing where it goes’.

It is asking good, relative questions to help you understand your prospects problem and whether or not your solution can or cannot help them.

Ideally, you should be aiming for 2 reasons why before making a recommendation, perhaps more. Personally, I would always wait for 3 reasons why.

For example, if someone told me they needed more money, I would ask ‘What for?’. This would give me 2 reasons. If I asked them another question, I would have 3.

Their is power in certainty.

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To ask the right question though, you must know what it is your are trying to find out. Which goes back to understanding your target market at Step 2.

What are your target markets top 25 reasons why they need your product or service? Don’t be scared to dive deep here. More time, money and freedom may be reasons, but they are very surface level.

Instead focus on what is in their head, as opposed to the words spoken form their lips.

25 Reasons Why

1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25.

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STEP 8 - SEEK PERMISSION

Permission based selling is a crucial lesson that is required to be learned as we move forward over the coming years.

Sadly, for several years, mass spammers have given our industry a bad name, which although not great for our reputation short term, actually has huge upside longer term.

The bad actions of some is forcing the industry to level up as marketers have done what marketers have always done and shot the golden goose.

So what next?

Before I explain how you can implement this in to your business, let’s look at the further reaching reasons why this is a non-negotiable part of your business, plus, what does permission based selling actually mean.

For reasons why, we only need to look at the #MeToo movement and similar others which began to garner attention in 2017. What has previously been hidden is now being put out in to the public to be seen.

Your reputation can literally be ruined in just a few clicks for any mistakes you have made in your life. And whilst this may seem OTT, it is a cautionary tale and advice we should all heed.

Not a week goes by where I don’t see someone calling someone else out and sharing screenshots of their conversation.

What was formerly private and sacred, is no longer.

So, there is risk but also let’s just take a minute to think why asking permission is beneficial for you and your prospect.

When you seek permission you are granted the right to send something to the person you are speaking to. This is called a micro-commitment. You should intentionally aim for this in every conversation you have.

Think of it like this, when you want to get married, you don’t walk in to a bar and start proposing to random people. That would be crazy. No, instead, the first thing you do is speak to them, maybe buy them a drink and ask for their number. A micro-commitment.

When a person says yes to you, it reduces their resistance to you.

Rather then being required to follow up, or as often is the way, ‘chase’ someone, instead you only proceed forward with the right people. This

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actually reduces the number of rejections you receive.

As fear of rejection is ranked as one of the highest ranking reasons why people quit, creating a system which reduces this, I am sure you will agree is of much benefit.

What are different ways you can seek permission from your prospect during your sales process?

1.2.3.4.5.

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STEP 9 - EMOTIONAL CONNECTION

It is said that 90% of all buying decisions are made with the emotional part of the brain.

This is why you still order that naught takeaway meal despite knowing logically it will make you fat, give you bad skin and probably belly ache. Emotionally you want it.

This is a common mistake made by people like yourself who have been active in the field for a long time.

Like being in a long term relationship, that initial spark, lust even begins to fade and in it’s place is a logical, objection overcoming sensibility to your thoughts and feelings.

Which means we forget to allow our prospects the opportunity to experience those first time feelings of excitement and joy. That sense of this being the thing that allows them to achieve their thing.

So how can you effectively communicate to them both emotionally and in a duplicatable way so that it can be repeated over and over.

Quite simply, by using a tool we call our 6 P Principle.

A lesson taught to me by an old mentor for creating engaging videos for adverts, I began to use this system for crafting compelling and personalised messages and voice notes.

The 6 P’s stand for:

• Problem• Pain• Possibility• Principles• Proof • Process

Here’s an example of what a 60 second voice note could sound like.

“Hey Matt, you mentioned to me [PROBLEM] works becoming frustrating for you right now and I know you’d love to travel with your kids full time. I can only imagine how [PAIN] frustrating it is doing that 2 hour commute every day, I feel tired just listening to you talk about it.

Look [POSSIBILITY] I’ve got something that I think might

help you out here and allow you to achieve those goals you mentioned.It’s not easy, but I am confident you can do this [PRINCIPLES]. I work for 10 hours a week. I mainly use social media to engage with like-minded people, speak to them via messenger and tell them more about it, just like I’m doing now. If interested, I have a video I can send you, and then we can help you to get started.

I’ve been doing this for 2 years now [PROOF] and next summer I’ll be earning enough to begin travelling the world. We’re starting off in France, then touring Europe. A friend of mine in the business who helps me is actually doing exactly the same.

I know you are busy, so I will give you a couple of days to think [PROCESS] and speak to your loved ones. If you want to speak before Friday at 8pm, just send me a message. Speak to you then to discuss the next step.

The great thing about this is that it is totally bespoke to the person you are speaking to, but, has enough of a system that you can feel comfort in following the guidelines.

With that in mind, complete your own 6 P voice note using the space below based on your target market.

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STEP 10 - LOGICAL CONNECTION

The human brain is designed to answer wonderfully complex challenges, but, also keep us safe from anything that may hurt us.

This is the computer part of our brain and works in a very logical way to make a safe conclusion. This is not to be confused with the reptilian frontal lobe which dictates our fight and flight mode, which is very reactive.

Our logical brain works on data.

Unfortunately, it us mostly us that gives us this data which means our logical conclusion aren’t always best for us. Tied in with the fact that our brain can produce over 70,000 words per hour, with the majority of them being negative, fear based thoughts, we say no to ourselves most of the time.

Let me give you an example.

You go to the department store, you see a gorgeous outfit you’ve wanted for months. You try it on, you look amazing but then your mind begins to think;

• Can I afford this?• Do I look good enough?• Does my bum look big?• Are my thighs fat?• What happens if someone else has the same outfit?

And before you have even taken the outfit off, you have resigned to not buying it.

This is what you are aiming to overcome with your prospects. Because they will have objections. They will see problems. They will doubt you and themselves. So you need to be prepared.

Therefore, what are the top 5 reasons your target market will not accept your offer / service / product from you?

1.2.3.4.5.

And now that you know them, what can you do to help solve that problem?

1.2.

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3.4.5.

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STEP - 11 CLOSE / ASK FOR SALE

The art of selling really comes down to this simple concept. A person buys when it is the right product / service, at the right time, at the right price.

Let’s think about this for a moment.

If you were looking to buy a new mobile phone. It is the right model, it has the camera you want, the memory, everything. Your contract has just expired so the timing is perfect but the price is three times what you want to pay.

What happens?

You don’t buy it. Instead, you would opt for something similar at a more suitable price.

Whatever way you work the scenario, all 3 of these things must be suitable for the person making a buying decision to allow them to do so.

Granted, at times, we have all over spent, or bought the wrong thing, or made sacrifices on one of the 3 because the price was so good, or the timing so perfect.

But a business isn’t based on things happening once every now and then.

So asking for the sale?

It is based on all of the previous steps discussed in this guide. I hope, you are well informed enough right now to

• Know what you are aiming to achieve from the sale• Who you are selling too• What you are offering them• How you are serving them• Ways to engage them• Speak to them• Seek their permission to solve their problem• Connect with them emotionally• Overcome their fears and objections

The final stage is simply asking them.

The more confident you are in asking someone, the more likely you are to secure the sale. So this part is two fold.

• What do you say when you ask for the sale?• What are the answers to questions 1-9? (If you are missing answers to

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any, be sure to clarify these before asking)

Armed with this information, you will have truly mastered the art of selling.

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?

STEP 12 - FOLLOW UP SEQUENCE / REFERRALS

The sales follow up is a classic conundrum. How do you effectively follow up with a potential client to maintain momentum without being annoying?

It’s a tough question and varies based on the situation, but there are a 3 things you can do to increase your chances of maintaining open communication, and decrease the dreaded “witness protection” scenario.

1. Ask for guidance on the best way to follow up with them while adding value and not being annoying.

People ask me all the time: what’s the best way to follow up with a prospective client? I have some ideas but I don’t know the client, the situation, or any of the details.

All I can really do is give a few suggestions based on my experience. The main one being this. Who is the one person that knows most how they liked to be followed up?

The prospect. So ask them.

Whilst speaking with with a potential prospect and there seems to be a possible fit for your product / services but not in the near future, ask them how you can stay in touch with them without being annoying.

Of course, don’t be afraid to ask them right now should it seem right to do so.

The one thing you should remember to avoid you being annoying.

Add value.

Find out how you can add value to their world. Do the research, don’t just guess.

2. Ask what their preferred form of communication is and if they will respond.

This is very different than asking about the sales follow up method itself; it’s about their preferred form of communication and getting them to commit to a level of responsiveness.

This is usually more appropriate after you’ve had a call / meeting with them and it seems like there is an opportunity in the short to mid-term to work together.

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I literally ask people – “what is your preferred form of communication moving forward here? Is it Facebook, e-mail, text?”

I usually get “Facebook” as the answer.

This is fine but I want to make sure I know how to stand out from the 20-30 messages and 100+ notifications they get every day, so I’ll say something like:

“You probably get 20-30 messages a day like I do. Is

there something I can put in the message that will help

me stand out and get you to open up it up straight

away?”

I had one guy who told me to put “Important” before my message and he would open it every time. Another woman told me to send her priority e-mails and another told me that text was by far the best way to connect with her.

Everyone is different.

Last but not least I want to set the expectation for responsiveness so I say something like:

“Typically I re-connect after 48 hours to give you chance

to think, speak to the right people. That means I’ll

contact you Thursday at 7pm. Is that okay”

This gives your prospect the ability to either opt in or out to your request. If they say yes? Great, commit to the agreed time. If you are using Facebook to communicate, you can even set a reminder within messenger.

If they say no, for whatever reason. You can say “Okay, no problem. I am available Wednesday at 9pm or Friday at 10am. Which works best for you?

If they still say they are busy, I would try one last time by asking “What date and time works best for you and I’ll add it to my diary now.”.

If they are still hesitant, accept it and remove any level of pressure from the situation. In 2-3 months time, revert back to re-engaging with them and re-start your sales process.

3. Make sure you always end each conversation with a clearly defined next step.

It kills me how often I hear people get off the phone after a good conversation with a prospect without a clearly defined next step scheduled

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The easiest time to get a commitment on a next meeting is at the end of the meeting you just had. Hopefully the conversation went well and they agree to continue the conversation and take the next step.

It’s almost a guarantee they have their schedule in front of them or at least handy on their smartphone.

Capitalise on that moment.

Lock them down to a next step by asking when they have time to meet next. Send an invite while you’re still in front of them so they can’t avoid it.

If they want more information, ask when they want to schedule a call to review it. Don’t let them get away with the old “send it over and we’ll get back to you.”

Once they leave without committing to anything on their end it becomes a game of cat and mouse as we try to follow up, and get them re-engaged.

So, what is your follow up process? Let’s figure it out.

How are you going to reach out to your prospect when next following up?

How long do you wait to re-connect with a prospect and typically how would you address this with them?

After speaking to a prospect, what is the next step you take when:a) A prospect says ‘Yes, I am ready to buy / join’b) A prospect says ‘I need more information / I want to try a product first’c) A prospect say’s I am not interested thank you

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STEP 13 - ONBOARDING CLIENTS

By now, if you have followed steps 1 to 12, it is highly likely you will have made some sort of sale. Whether that be product, service or team member.

If you haven’t, you do not need to go any further. Please go back to step 1 are continue committing to those action steps first.

But, if you have, firstly congratulations. It really is a big deal and I hope you’ve recognised the size of your accomplishment. You see now, you are on your way towards freedom. Something you have done once, you can do again. You’ve cracked the code and now begins the next phase of your journey, which begins with effectively on-boarding your clients and team members.

In case you are thinking, “Dan, what the heck is on-boarding I don’t get it” lemme explain a little more.

On-boarding is essentially the process you follow to add / welcome / introduce a person to your product / service / business.

For example, anyone who joins The VIP Life will be on-boarded like this:

• Receive an automated email confirming purchase and login details for Member Zone access

• Be welcomed to the Facebook group community and asked to introduce themselves

• Receive 7 emails over the first week of membership directing them to the key areas of their service

• Reach out directly via FB with personalised message asking member how they are

• Send second follow up message after 14 days to see if they require any additional help

• Offer a welcome call to all new members

And it goes on and on over several weeks. One of our final on-boarding steps is to invite the member (assuming they’ve engaged with a certain level of emails from us) to a higher membership level. Therefore this vastly increases our lifetime client value (LCV).

After someone has joined you / bought a product, your service only really just begins.

Can you see from just the small example above, how effective it is to direct people to the right information, and also, which is important, ensuring that every person receives the exact same level of service.

http://www.jointhevip.co.uk

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I encourage my clients to create an on-boarding sequence for 30, 60 and then 90 days.

As this is a first step for you, let’s keep it simple.

What are you going to do for the first 7 days after you have introduced a new person to your product / service / business? Keep in mind, you want to ensure they receive the supporting information they need, overcome some early objections they may have and keep the process simple. You do not need to overwhelm them with too much information,

Day 1 -

Day 2 -

Day 3 -

Day 4 -

Day 5 -

Day 6 -

Day 7 -

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STEP 14 - BECOME A PERSONALITY

You’ve probably heard of the famous quote ‘what came first the chicken or the egg?’

And of course, there are a thousand and one different ways that people can give you about which way is correct. Which is in many ways similar to the whole branding theory of business. Because what comes first ‘your brand or your business’.

From my experience, many people, myself included, start out by trying to create a brand. We choose colours, maybe get a hashtag, talk about certain things, maybe even have a favourite emoji.

And much like a teenager who think’s they know it all, the truth is, they and you don’t.

A brand isn’t something you just create and make up. It takes time. Life and business lessons. War wounds. Mistakes. Victories.

It is really time that creates a personal brand.

And if you have followed the previous steps in this book, you will have clarity around your story from knowing your audience, you and having effectively communicated with them already.

But what if you already have a brand?

Perfect. At this point in your business is a great time to either re-brand or re-fresh your existing one. This could be tied in with a mini-launch, releasing a new product or service, or simply it is what it is, a re-brand.

Inside of The VIP Life Member Zone, our paying members get access to a 10 Step Branding Academy. The keys to your branding success are your branding characteristics. A strong social media brand had 4 key areas covered:

• Lifestyle• Social Proof of results• Entertainment• Valuable content for your Target Market

Like most things in life, a balanced approach here will benefit you most.

For example: if you focus just on lifestyle and never show any value to your audience, you won’t build any in uence or authority. On the ip side, if you focus on value, value, value all the time, your audience

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won’t connect with you as they won’t be given the chance to know, like and trust you.

Your personal brand core story will ideally have 12 characteristics. Based on the 4 key areas above, this means 3 topics for each area. On the next page, there is a table for you to complete. Once done, this will be the foundations which your personal brand are built on.

When you have completed the table, you can rotate your 12 topics throughout your weekly content. We recommend using the 80/20 rule on pitching your business and product. Your ‘pitch’ style posts don’t have to just be standalone sales pitches. You may wish to blend them in to lifestyle, social proof, value or entertainment.

LIFESTYLE SOCIAL PROOF

ENTERTAINMENT VALUE

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STEP 15 - EDUCATE YOUR AUDIENCE

It is commonly said, that the person who provides the most value to their market wins.

At it’s route core, value is essentially education. Specifically, you educating your audience to learn a particular skill, which boosts your level of influence and authority, as well as helping them. A win-win situation.

There are many ways you can educate an audience. Inside of The VIP Life we focus on 3 ways to deliver your content:

• E-Book / Guide• Webinar• Video

We have actually created these for our members already and they are ready to use in your own business with just a few simple clicks. It really is pretty cool. Since creating these tools, there is one thing I am certain of when creating an education tool for your audience, that you simply must be aware of.

Every book, webinar, video must provide 2 key components for it to be a useful tool for you.

First, it must provide actual value.

Second, it must convert the reader to take a next step in your sales process.

Don’t ever forget this, you aim is to grow your business. Without sales you are just an unpaid entertainer. With this in mind, there are 3 parts to any education tool.

• Introduction and self edification• The core content• The call to action (next step)

I am pretty certain, if you have followed the steps so far in this book, you are clear both on how to introduce yourself (your personal brand), plus I bet you have had some wins along the way (self edification). You know who your audience is (target market) and what value they need to serve them.

The call to action?

This is more than likely the weakest link for you. It certainly is for 90% of the industry. Therefore, I am going to focus my attention here to support you the bestI can.

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A call to action (CTA) is a statement designed to get an immediate response from the person reading or hearing it. It’s used in business as part of a marketing strategy to get your target market to respond through action. It’s generally used at the end, or sometimes throughout, a sales pitch (i.e. a sales letter) to let potential clients/customers know what to do next if they’re interested in what you offer.

Many new home business owners leave calls to action out of their marketing materials or sales pitches usually for one of two reasons:

1) belief that the prospect already knows what to do if they’re interested in learning more, or

2) concerns that calls to action are spammy / pushy.

Whatever the reason, leaving CTAs out can mean losing money. Calls to action are essential in directing a prospect to the next step of the sales funnel or process.

What are Calls to Action Used In?

The most obvious uses for a call to action is in sales, such as “Buy now!” However, the sales process isn’t the only place a call to action can be helpful. Especially if you have a high priced item or service, in which it can take time to encourage someone to buy, a call to action that acts like a road map toward sales can be helpful. For example, “Call now for a free estimate.”

A call to action can be used to build your email list (“Sign up for a free report now”), increase your social media following (“Get more tips and coupons by following us on Facebook!), keep readers on your site (“Click here to read more about...”) and much more.

Typical Call to Action Phrases:

• Sign-Up• Register• Call• Subscribe• Donate• Buy• Order • Share • Follow• Download• Click here for

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One useful technique to get people to take action immediately is to add a sense of urgency and the fear of missing out. For example:

• Offer expires on Halloween.• Limited time offer.• Act now before supplies run out.• Respond before July 30th to enroll at this special price.

Creating a Call to Action

It is important for a businesses not to assume that the target audience automatically knows what is expected of them. You’ll get greater results by being clear about what the prospect needs to do. Make sure each page of your website, each sales conversation, and every piece of printed material (i.e. direct mail or brochures) contains a clearly defined and easily identifiable call to action. For ideas, check out established businesses marketing materials and websites to see how they convey their call to action.

Calls to action work best when they’re not complicated. Don’t make your potential clients and customers go through a maze or jump through hoops. While offering option (i.e. “Call or email us”) is good, don’t give them so many options or make it difficult for them to follow through on what you want them to do.

Finally, have an end goal for each call to action and how that call to action may fit with other parts of your marketing plan or get them into your sales funnel. For example, you may have a call to action to get a freebie by signing up for your email list, which is the initial goal. But perhaps you use that email list to send sales letters with a call to action to “Buy now.” The email subscription is the first step in the ultimate goal of a sale.

Here are 4 tips to creating an effective call to action:

• Clearly explain what the customer needs to do to respond (i.e. Subscribe here)

• Clearly state what the customer will get by responding (i.e. Free report on how to save $100 a week)

• Focus on benefits of taking action (i.e. save money now)• Offer a compelling reason for the customer to respond now or by the

deadline.(i.e. this report is free only for the next 24 hours)

So now that you know what a CTA is, let’s create yours.

CTA #1 - CTA #2 - CTA #3 -

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STEP 16 - LIFETIME CLIENT VALUE

Now it is time to begin thinking longer term with your business. A mistake many people make in this niche is too heavily focussing on front end business activity ie recruiting, prospecting, selling products. That they neglect the lifetime client value (LCV).

It’s fair to say, that ever since the internet was created, there has been what I call a ‘churn and burn’ approach to sales by a heavy majority of people. With a reliance of finding someone new to talk / sell to, it has led to some what of a negligent approach to relationship building.

For years we have been told to follow the 80/20 rule to business. If you haven’t, it means you should spend 80% of your time building your business ie marketing, prospecting and just 20% on your existing business ie training, leading, supporting, managing

The problem we have is that with the advantages of social media, we are beginning to hit saturation in the market place. What was formerly new and exciting has now been seen over and over. Your market is beginning to show clear signs of fatigue. This means, we must work smarter than ever before and learn the necessary skills to earn more from the same, even less people than before.

Think of it like this, at the moment, the vast majority are walking around with a bucket riddled with holes and to keep it full of water, they are frantically filling it up over and over. What I am suggesting is this, rather than find more water to fill it up, either plug the holes in your bucket, or perhaps even, just get a new bucket.

A better bucket means you need less water to fill It up, lower costs and less energy spent trying to find the water.

So how can you apply this to your business?

I refer to this as your business backend. In the same way you have steps to find, engage and nurture relationships with your prospects, you need something similar. Your initial on-boarding sequence is the start of this.

Before you create your value ladder, first, you must clearly define what is the dream prospect for you.

Really think, how far can you help them to go? Million dollar earner? Incentive winner? Car? Retired?

Then, reverse engineer back to their day 1.

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What are the milestones they need to hit along the way and most importantly, what do they need to invest to get there.

For example, a member of our VIP community may have an initial 12 months like this:

Month 1 - Join FB Group as a free memberMonth 2 - Invest in Planner at £25Month 3 - Join mini challenge for £47Month 4 - Become a VIP Lite member for £47/moMonth 5 - Introduce 2 affiliates as accountability partners to The VIP LifeMonth 6 - Purchase a second planner at £25Month 7 - Upgrade to VIP Pro at £97/moMonth 8 - Purchase VIP Strategy Call at £297Month 9 - Upgrade to VIP Mastermind at £297/moMonth 10 - Introduce 2 affiliates as accountability partners to The VIP MastermindMonth 11 - Purchase a third planner at £25Month 12 - Become a Lifetime member for £2997

Did you notice that each month I am aiming for either a new sale or upgrading their membership level? Bit by bit they are moving closer to becoming my dream client. Someone who who is fully committed and buy’s every product, course and service of mine.

This is what you should be aiming for too. But, this will only happen if their is a clear path for your prospects / customers to follow. You cannot just expect people to do it themselves.

So, where does your perfect prospect go? Below, write down a step by step guide on investments they can make it to their / your business. Their purchases should be based on their growth and the requirements needed to be successful at that moment in time.

Over to you.

Month 1Month 2Month 3Month 4Month 5Month 6Month 7Month 8Month 9Month 10

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Month 11Month 12

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STEP 17 - DEFINE YOUR USP

What is a USP and why do you need one? Well, depending where you live in the world, it stands for either - Unique Selling Proposition or Unique Selling Point.

They both mean the same thing. What makes you, you?

And based on everything I’ve shared in the previous steps, this feels kinda important, so why only now? Simple, this is your time to refine your USP. The standard 6 steps taught to create a USP are:

1. Describe Your Target Audience. Before you can even start marketing your services, you need to know who you are targeting. ... 2. Explain the Problem You Solve. ... 3. List the Biggest Distinctive Benefits. ... 4. Define Your Promise. ... 5. Combine and Rework. ... 6. Cut it Down.

And since you now have skin in the game, enjoyed highs, suffered lows and more than likely spent countless nights thinking over your business in your mind.

Now is a great to check these process before beginning to scale. Because an error now in your messaging and marketing can cost you thousands in lost revenue.

What makes your product, service, business or person different. It’s all about showcasing exactly why someone should buy (or buy into) something, right now (perhaps it’s bigger or smaller, quicker or lasts longer) from you.

You being ‘a hard worker’ or ‘dedicated’ or a person who ‘doesn’t give up’ is not going to be enough to make you stand out.

It sounds cliché and the same as everyone else. But, let’s use this as an example to gain clarity on your USPs.

So instead, think and ask yourself the question… why?

Why am I a hard worker?Why does my client benefit form my hard work?What happens if I don’t work hard?Do I enjoy working hard?How do I work hard?

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Is this beginning to make sense?

If my USP was instead this…

Since 2002 I have worked harding to perfect my craft as a door to door salesman. Every day I would wake up at 5am and be out of the door by 6am based on my philosophy of making a great first impression to my clients.

Hard work was instilled in me by my father who run his own company distributing equipment for hospitals and private practice.

And this commitment will help you to achieve your goals. Our hard work and commitment has allowed us to help 4,591 in the past 2 years to achieve the results you want.

Etc etc

Can you feel the difference between the two?

One is a sound bite, the other based on the truth and sharing your story.

Based on the 6 steps above, what is your USP?

1.2.3.4.5.6.

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STEP 18 - COPY WRITING

First of all, let me clarify what copywriting is.

It is the use of persuasive language via the written word to make your prospect take action. For example, to encourage them to join your group, buy a product, join your team.

The written word and telling stories has been used to motivate people for thousands of years and will continue to work for thousands more. It is ingrained in to our DNA.

Effective copywriting can be used anywhere at any time. It might be to sell a product, which is obvious, but it can be used in every part of your business.

For example;

• To encourage your team to watch a training• A headline for a FB Live• To show the benefits of your teams next event

So learning this skill, will no doubt benefit you tremendously.

In this step, I have two clear aims for you.

1. To post consistently to social media to boost your Facebook algorithm sharing ‘your story’2. To use this added engagement to connect with more of ‘your people’ to grow your network marketing business

But, please know, the principles below can be used for anything and everything.

I will keep referring you back to these 2 thing. It’s great having tonnes of likes, but if there is no follow up you are not growing your business and that is the point of you being in here, right?

For your action step, create your next social media post using this very simple 6P formula.

* Headline* Body Copy* Call To Action

For ease, I am even going to give you a topic. Your post should be based on your weekend activities and I want to know the following.

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* What did you do?* Where did you go?* Who did you go with?

This is YOUR weekend, not mine. So if you had fun, share your fun. If it was sad, share your sadness. But whatever ‘IT’ is please share. This might be a great headline by the way.

• Best. Weekend. Ever.• How I survived this weekend I will never know.• These guys are the reason I am smiling so much today.• Etc

When you write your post I want you to write this as if you are talking to your best friend ie talking to one person. Once you’ve written your post I want you to read through it with these two thoughts in mind.

Am I bored reading this? If so, more than likely so will your audience. A simple way to cut any ‘waffle’ is to use the ‘so what’ test. At the end of each line, simply ask yourself ‘so what’. If you cannot give justification as to why it is in your post, it is probably waffle, so cut it out.

How your post looks visually is just as important, if not more so on social media, as the content. Inside of The VIP Life, we teach our members the benefit of leaving ‘white space’. Sim ply what this means, is rather than write in big, full blocks of text, space it out. You can use short sentences. Big ones. Even single words. This style is used to encourage the reader to want to read your content, which is a no brainer, right?

Over to you, please use the space below to write your first post.

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STEP 19 - BUILDING YOUR LIST

There are multiple ways that you can build a list of prospects for your business. If I think out loud, some of the more obvious ones are; email, messenger bot, FB group, pen and paper (haha, it’s true).

Before I explain how to build it, let’s clearly define what it is and how you can use this to your benefit.

A prospect list is a directory of potential clients who could benefit from the products and services of a business. Identifying prospective clients can be a time consuming task for entrepreneurs but is essential for establishing a solid customer base.

There are 10 steps to building your client list:

1. Use a contact management service like ConstantContact or MailChimp.2. Set up a form on your website.3. Ask people you meet at networking events for permission to put them

on the list.4. Ask people you speak to at events if you may put them on your list.5. Make it easy for people to unsubscribe.6. Send something of value to the list on a regular basis (my

recommendation is weekly and short).7. Never sign up prospects because you get access to a group list

because you joined a group or attended an event and you got the spreadsheet.

8. Know that open rates are dropping, get over it.9. Be a valuable resource for people, not someone always promoting an

event or an offer.10. Think of the 80/20 rule, a.k.a the Pareto Principle, when you send out

items to the list. Make it 80% content, 20% commercial messages.

The ten steps above are only the beginning of the story for you. In fact, I’ve got news for you.

Hard news: Your client prospect list is about your relationships. Your list is one of the most valuable assets of your business, but it is hard to do well. It’s like my favourite quote from the baseball movie A League of Their Own:

“It’s supposed to be hard. If it wasn’t hard, then everybody would do it. The hard… is what makes it great.”

Old news: You need to earn permission for people to join your opt-in list.

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And you need to keep earning the right for people to stay on your list.

New news. I am a marketing contrarian when it comes to lists. You cannot buy a list of prospects, no matter what the sales people at InfoUSA and other fine vendors say. You can buy lists of suspects, people you suspect might be interested in what you have to say.

Good news. Sure it is hard, but you can build a great list.

One practice that can help you double your revenues in twelve to twenty-four months is to hyper segment and leverage your database. When it comes to taking advantage of the power of this underutilised business asset, I find consultants and professionals are at one of four levels. These are in ascending order:

Level 1. Use an email tool like Constant Contact or MailChimp. Maybe their website gathers email contact information and immediately populates that into an email outreach program like Constant Contact, MailChimp or Blue Hornet. Prospects, clients, and advocates are all pooled together. Maybe this is complemented by a list of contacts in a MS Outlook contact list.

Level 2. Send out a mass mailing to the big list twice a year. Maybe this is a big holiday card mailing or some notice to let you know you exist. Better than just collecting the names and doing nothing with them.

Level 3. Send an e-newsletter four to twelve times a year. This is at least getting your name out there on a regular basis. Maybe you are sending out tips to everyone and including invitations to speeches or seminars that you are hosting.

Level 4. Practice hyper segmentation by profit centre and by type of prospect or client. Then you are able to tailor messages and offers based on your relationship. You can also target by geographic location. Now you can practice the Golden Rule of outreach: only send messages to people that they might like to receive (isn’t that how you would like to be treated?).

Last piece of news: building a client prospect list is a journey, not a destination. So don’t say bon voyage yet to your list.

Action Steps:

#1 What system are you using to build your list?

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#2 What can you offer your prospects as an incentive to join your list?

#3 What content will you send to your list and how often a week?

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STEP 20 - KNOWING YOUR NUMBERS

As you begin to evolve in your business, by this point you will have managed sales, create authority online and began building a thriving business. A lot of people I speak to at this point may be earning anything from £5,000 to £10,000 per month. Maybe more, maybe less. But generally they are starting to create some pretty decent, regular success which has been repeated over some period of time.

At this point, attempted growth and sustainability management of their business, burns out more business owners than possibly anything else.

To overcome this challenge you must know your numbers. Period.

This is not a job for your accountant, or your ad manager or anyone else for that matter. It is 100% entirely your responsibility to know your numbers. Failure to do so will lead to you failing to grow your business. I guarantee it.

If you don’t know your Lifetime Client Value, cost per lead, profit, VAT, tax, expenditure… how can you ever plan anything? Simply, you cannot.

There are fundamentals you must learn to take control of your business finances as you grow from a solopreneur / employee mindset to one of a business owner.

You can work this equation two ways depending on where your current revenue levels are.

If you know what your income is, use the following to calculate your required revenue.

Income+ Expenditure (35%)+ Profit (35%)+ Tax (35%)

Will give you a guideline to what revenue is required to grow and scale your business. For example, if you want to take home a monthly salary of £10,000 your revenue would be

£10,000+ £3,500+ £3,500+ £3,500= £20,500 p/m

As you aim to scale up your business, this will give you a realistic expectation

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of what money you should be saving and spending in your business.

Based on the above, let’s have some fun. First, work out what your current income / revenue goal is. Second, what is your crazy future goal? Might as well work out what it is so you can work towards to hey.

INCOME #1

INCOME #2

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STEP 21 - FACEBOOK ADVERTS / PAID TRAFFIC

I have wasted tens of thousands on Facebook adverts. I even went as far as to publicly declare in 2018 that Mark Zuckerberg can shove his adverts up his ar*e. Which granted is an unusual way to begin this step as you may well be thinking “Why on earth should I bother then?”.

Simple. Targeted adverts are still (even though prices have gone up and ad approval is harder) one of the most effective ways to grow and scale your business to cold business. But, if you want to avoid wasting your money like I did, only use them once you have the following 4 things in place:

• A clear understanding of your target market and their problem / pain• A simple offer which solves the problem of your target market• A tool / system to build relationship with your prospects which is

automated ie email or chat bot• Understanding of your business numbers, specifically your Lifetime

Client Value

Assuming you know these. Now comes the fun part, which is mainly trying things and testing.

Other then that, there isn’t much more accurate science to it. With the routine updates to both the algorithm and advert standards, the only way to really know what works and doesn’t is to give it a go.

Start your ad campaigns on a small budget, split test the advert over multiple image, video, copy editions and see what works best. The one which does? Keep. The others, delete and move on.

In the same way I encourage you to build relationships with your clients via engagement, conversation, education tools etc. The same is true for adverts. Just because you are paying for the privilege of being put infant of the eyes of your ideal target market does not mean you can skip any steps they need to feel comfortable enough to buy from you.

This comes from following 3 key steps.

1. Engage with your audience2. Educate them with real value3. Convert them to become a customer /

partner

From my experience, the key to this sequence is the first part of this process, the engagement.

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There are 6 levels of engagement to your advert content, each of which can help you to create a custom audience and each one requires a different type of ad to generate the response below.

• 3 Liner comment• Comment with share• Comment with tag• Leave a comment• Thumbs up• Stop & Click

As you can see, a person who engages with your post by writing a 3 liner comment is far more engaged then just a ’Stop & Click’ level of engagement. And the way to generate better quality engagement is to use all of the intimation available to you in this book.

With this in mind, let’s create 3 engagement ad ideas for your business by working through the following questions:

Advert #1 - To create 3 liner engagement from your audience What is their main problem? How can you demonstrate that you can solve it?

Advert #2 - To create a comment and a tag / share What is a problem they want to help themselves and others with (ie not personal) What is their incentive to tag / share your post

Advert #3 - To create a pattern interrupt to make your audience stop & click What is something that would shock your audience? How does that relate to your product / service?

Based on the above, now it is time to create your first engagement posts.

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STEP 22 - BUILD YOUR WEBSITE / FUNNELS

Website and Funnel: Do you REALLY need both? When I first got started building business online in 2009 I remember saying to my web designer at the time “I just want my website to show up at the top when people search for mortgages so I can make tons of sales.”

And today, tt’s one of the first things people say to me when discussing their website or digital marketing strategy.

When it comes to growing your business bigger-better-faster and having a consistent flow of leads, customers and sales, it’s a simple case of website vs. funnel …

When I launched one of my niche websites, for income protection insurance about 10 years ago I wanted the same.I did a lot of research and found that there are really only 2 ways to make this happen…

Invest money or invest time. Well actually 3 ways because you could also invest both (great idea).

So I launched that website and I did both…

I paid for SEO and Google ads.

I paid to show up above all other search results for my main search terms and while that was going, I was creating content that would show up in search engines organically (eventually). Soon, I was showing up organically in the top 3 spots consistently. So then I stopped paying for the ads. I didn’t need them anymore.

Nothing much has changed in this regard since then. If you want to start showing up in search results immediately, you pay.At the same time you use search engine optimization strategies on your website so that you also start showing up organically.

However, a website alone will not make you money…

… if you build it, they will not just come. They don’t even know it exists.

A high ranking in Google search results won’t save a poorly built website that can’t convert.

The ultimate goal of your business is to get the attention of your target audience, engage them so they become interested in you, get them to desire what you’re offering and desire it to such an extent that they take

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action. And it should do this continually… you want to be consistently converting lookers into new leads and browsers into buyers who become loyal fans that buy from you over and over again.

A website alone won’t give you that…because your business is not your website. Your website is just one of your business’ assets. Granted, if you’re like many businesses, it’s the main entry point into your (potential) client’s journey with you.It’s also where you begin to answer their question of “what’s in it for me”?

Website v Funnel

Your website helps your credibility and authority in your industry (by way of the content your write, the social proof you show with testimonials, trust badges and icons, etc.). Your website helps people who are searching via Google, Bing, Yahoo, etc. find you if you are using good SEO tactics.

Your website also has many choices and therefore many distractions. People start reading a blog post and the next thing you know they’re on your Instagram feed and then they’re gone. You have no lead and no sale.

A conversion (a.k.a. sales) funnel gives people ONE choice and NO distractions. Which is why they have higher conversions than your regular website which 98% of people leave without taking any action.

A lot of people will say you can ditch your website and just use only funnels… I don’t agree. I believe both work together kinda like a wrestling tag team. Each has value and a purpose.If you ONLY have a website right now, (1) you should make sure you’re maximising it and (2) you should give it a tag team partner a.k.a. a conversion funnel(s).

In order for your website to make you money, it must be a part of a Marketing System… a system (a.k.a. process) that follows up with your leads and converts them into repeat buyers.

Your Marketing System can, and should, include both online (a.k.a. digital) and offline marketing.

Digital Marketing includes conversion assets such as:

• sales pages• videos• images

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• PDF documents that you may give away as freebies• eBooks• content like blog posts• welcome emails, product delivery emails and nurture sequence emails• checkout pages• maybe a shopping cart• a payment gateway such as Paypal or Stripe so you can take payments• pay-per-click ads to get eyeballs on your offers• and more…

Your funnels will always include some combination of:

• Compelling Offer• Landing/Web Pages• Follow Up Tactics (any or all of these: Email, SMS, Phone, Direct Mail,

Messenger Bots, *Retargeting Ads)• Traffic Strategies• Payment Processing• Product/Service Delivery

With so many options available and no single right way to implement them, you can easily get overwhelmed with the process and confused by aaallll of the tech tools available. Every business can benefit from using marketing funnels. Whether it’s a Simple Lead Generation, Product Launch, Revenue Boosting Flash Sale, High-Ticket Offer Webinar or Free Challenge, the intended outcomes are always the same:

Get more leadsGet more clientsGet more sales.

How “scammy” they may feel or how in tune with your ideal clients your funnels are is totally up to YOU. I look at funnels like money… they just give greater expression to who YOU are and how YOU choose to interact with your clients.

As a member of The VIP Life, you have access to ‘Business In A Box’. We know just how difficult all of this stuff above is, so we decided to make it all for you with ready to go templates. You simply just click on a section, add in your specific product / client information and boom… it’s built. I actually timed myself and I created an entire sales page in just 5 minutes 12 seconds, ready and published to make sales and money.

http://www.jointhevip.com

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STEP 23 - PERSONAL GROWTH

Personal growth is the ongoing process of understanding and developing oneself in order to achieve one’s fullest potential. Personal development is a vital part in a person’s growth, maturity, success and happiness. It is the foundation of emotional, physical, intellectual, and spiritual health.

And based on my journey, there are 5 Steps to Personal Growth and Development:

• Know yourself. This is the first and possibly the most difficult step. ...• Set your goals. Setting a goal and working toward it every day can

give you renewed confidence and passion for life. ...• Create a plan. ...• Get better every day. ...• Get out of your comfort zone.

So I know what you’re thinking, “Why are we only NOW talking about this stuff?”. Which is a fair point, so let me clarify.

Do I think personal development is important - Yes

Do I think personal development should be done day 1 of your business - No

Here’s why. I see so many people enjoy their personal growth development that they forget to focus on their business growth development. The world of self development is warm, cozy and nice.

It’s feel good.

We fill ourselves with positivity, and write down nice things and create pretty vision boards (none of these things are bad by the way) which stops us from doing the HARD work.

What would you rather do? Reach out and speak to 50 people knowing that even on a good day 45 of those are going to say no to you or watch some videos on YouTube, write in a planner, highlight it and manifest something to happen.

Of course self development is the easier option.

Business is hard. It’s designed that way to put off those who don’t want it enough. It’s much easier to have a job, be told what to do, where to go, what to wear, the time to arrive and exist. It’s easier.

This is why I don’t focus on personal growth in the beginning. For the tiny percentage of people who do need it to start, the majority of you, yes YOU,

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do not. Instead, you need to just do the bloody work.

However, and this is the kicker. At this point in your business, you will have to grow as a person out of necessity. There was a study some years back based on happiness and what is the amount of money needed for that. The figure was just under $250,000 per year. After that, the amount of money earned had no impact on increasing happiness. In fact for many, it lead to great unhappiness.

So why is this important?

Simply it is this. As your business grows to this level, any by now, following these steps and allowing yourself the time to do it, having taken action, it is entirely possible to be earning $250,000 per year, the amount of money you earn loses pretty much all impact.

Earning money becomes a game of trying to beat your high score. Honestly, so many of my friends, associates say the same. It is a common thing that money no longer drives you.

Instead, what does drive people is impact, legacy, growth, contribution.

Now granted, their as some ego driven, greedy fucks out there who will do anything to make money at whatever cost. But that isn’t you now is it. If you’re still with me at step 23, you are a freedom. Person through and though. And the same will happen to you.

Money will not be enough.

So once you’ve achieved your financial and time freedom goals, what happens next for you? Is it charity work? Greater social impact? Below, write down what your true inspiration in life is. Once money, time, family, you no longer require the work.

Below, write down what legacy you wish to leave behind?

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STEP 24 - HIRING A TEAM

As your mission and business grows, you must learn to let go of control and begin to entrust in others to support you. Personally, I found this a really hard step. In my mind, I knew best, even why I didn’t.

For example, when I spoke to a branding expert, even though they had a track record of creating beautiful designs and were clearly better than me at design, they still didn’t know every single minute detail of my business which meant they might get it wrong and that means I can do it better.

Or, trusting someone to write a sales page, or coach my clients, or <insert one of a million reasons.

I’m sure you get the point.

Letting go is hard for many. So is hiring the right person. Suddenly having surrounded yourself.

My advice here is two-fold.

1. Get in to the habit of writing down everything you do, no matter how small a detail. Let’s say for example you create images on canva and you use a certain font, filter, image etc. Write it down step by step. In the future, when you outsource that role to a PA perhaps, you’ve removed any training time, plus ensure the work is done as you wish. Fool-proof.

2. Lead with a strong and clear vision for them. It really is obvious, yet so often neglected that a loved, cherished employee / team member will do more for you than someone who is just paid to do a job. Be sure to have regular, supportive contact, reward their wins and good work and most importantly, always praise publicly and criticise privately.

And in the same way that you grow in to your business bit by bit, the same is true for hiring a team around you.

From my experience, hiring should be an almost last resort. I believe too many hire for vanity, when actually that extra cash could be used far better in the business. Whilst this does mean you may do some jobs you utterly hate for a little while longer, it can help to keep you solvent in those early days.

But the good news is, those jobs you hate. There the first ones you can outsource.

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Below, there are 3 lists for you to complete.

1. What is your zone of genius?2. What do you suck at in your business?3. What support does your business need to maintain / grow?

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STEP 25 - DAILY FLOW / SYSTEMS

Your final step to freedom is discipline. Which granted sounds counter intuitive, right? To be more free you need to have more routine? Kinda feels like the opposite. Yet it is true.

Discipline, time management, effective diary use, systems all allow for you to have more freedom to do what you want, when you want and how.

Let’s just take a moment to think about your current responsibilities at this point in your business.

Your income will be multiple six figures, that requires your hiring an accountant / book keeper to manage your income, payslips, VAT returns, commission runs etc

You have multiple social media platforms you are using, such as, Facebook, Facebook group, Instagram, LinkedIn, YouTube, which means as much as 20-30 pieces of content created a day, video, email, images, so no doubt you will have a social media manager, ads manager, community manager, copywriter, web designer.

You will no doubt continue committing to your health and wellbeing though diet, nutrition and exercise.

Possibly you will host events and seminars?

And this doesn’t even begin to cover what your home life requirements are? That’s the hard part haha.

So you can see, the above requires a plan to work.

Routine.

I remember a Forum Leader at Landmark Forum some years ago said to me, ‘Plan your work and work your plan’. And it’s true.

My clients often comment about how much I seem to be able to do in a day. And yes, I have a very high work ethic, I focus on my strengths and do the things I can do with ease and comfort, but the main reason I can is because I plan.

At one point last year, my routine became out of sorts and I fell in to bad habits. It happens.

I found that I was “working” in inverted commas all day. From when I woke until the moment I slept. My laptop was always open, and my phone always

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pinging. After my wife complaining at me for not having showered for 3 days and being obsessed with work.

So, I followed this exact exercise below and reduced my daily work hours to just 1.5 hours per day.

Not only did my hours significantly reduce because I had a plan, and only did the work that needed to be done. Our revenue grew by 38% that quarter.

I no longer obsessed myself with work, became happier and did the important things to grow my business.

Now, I invite you to create your daily action plan (hopefully you will see how this has come first circle to STEP 1 - GOAL SETTING).

Firstly, write down what makes up your perfect day based on the following 4 key areas of your life.

• Health & Wellness• Finance & Growth• Productivity & Discipline• Family & Friends

Next, create a to do list for all of the above. Make sure to add the detail so you have mental clarity. For example, if you are going to the gym, don’t just write ‘go to gym’. Break it down like below.

• Go to the gym• Prepare gym clothes and kit bag• Have pre-workout shake• Drive to gym• 15 min warm up on cross-trainer• 20 min super sets for chest and arms• 10 min cardio on step machine• 10 min light pad word• 15 min cool down and light stretching• Shower, change in to work outfit

When you first begin doing this, it is easy to skip steps. When you go to the gym, you don’t think about what you’re going to wear, or prepping your shake. But this stuff all takes time and it can cause problems if you considered. It is so easy to become flustered, overwhelmed, frustrated because you cannot find your trainers, your fave top, your shaker.

So what should be a 5 minute task becomes 20 minutes of frustration which then negatively impacts other parts of your day.

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By effectively planning and bringing clarity to everything that is required for everything you do will give you far more inner peace and freedom.

What does a typical day look like for you?

6am ____________________________

7am ____________________________

8am ____________________________

9am ____________________________

10am ____________________________

11am ____________________________

12pm ____________________________

1pm ____________________________

2pm ____________________________

3pm ____________________________

4pm ____________________________

5pm ____________________________

6pm ____________________________

7pm ____________________________

8pm ____________________________

9pm ____________________________

10pm ____________________________

11pm ____________________________

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MY FINAL THOUGHTS

Firstly, I wish to congratulate you and personally say thanks for making it through this book. It tells me that you want freedom, you are committed to it and if you apply that same energy and tenacity to your business, it will happen.

I do hope you have enjoyed working through this book with me. When I say this is a lifetime of work, I mean it. For me to get here, to share this with you has cost me hundreds of thousands of dollars, thousands of hours, countless night of lost sleep, fall outs with family and loved ones, even periods of deep depression.

Yet, it was all worth it.

Your journey will not be easy, you will make mistakes, you will want to quit but on the other side of that hard work is freedom. An opportunity for you to life your best life, on your terms.

To do what you want, when you want and with who you want.

I am a freedom kinda guy and with the help of my Road To Freedom - Your 25 Steps To The Top, you too can be living yours.

Freedom, Happiness & Love.

Danny ClarkeDanny ClarkeFounder of The VIP Life

PS - You can become a member of The VIP Life’s Private Member’s Community today and gain access to everything you will need to grow your business online using social media, automation and tools.

There are two membership levels, both you can cancel at any time and you are not tied in to a contract.

As a Lite member, you get access to our Member



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Zone, including every training module we have ever created (currently 28 modules), our Road To Freedom philosophy, weekly coaching, weekly goal setting and accountability, monthly sprints, challenges and access to our Inner Circle of experts who are there to answer your questions.

The cost for this is just £47/mo or have lifetime access for £497

As a Pro member, you get access to all of the above plus, all of the tools you need to grow your business. We have created sales pages, websites, e-books, webinars, email campaigns, messenger bot flows, everything your business will ever need. And if we don’t, tell us, and our VIP Team will create it. All done for you, simply you just add in your personal touch and voila, its ready.

The cost for this is just £97/mo or have lifetime access for £997

JOIN HERE







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