By Milana Leshinsky
Coaching Millions
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Table of Contents
FOREWARD
PREFACE
PART I: COACHING: THE BUSINESS OF SOLVING
PROBLEMS
What Is Coaching?
Practitioners vs. Entrepreneurs
On What Level Do You Want to Play?
Me, a Coach?
How To Use This Book
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Foreword
Years ago, I read an interesting story about two young men:
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If you have already purchased it, resolve now to put this book into
action. Here are two "coaching" notes to help:
1) If you're like most people, including me, you probably
approach non-fiction books with the intention of gaining
specific information. And because Coaching Millions is
intended to be applied in a synergistic way, I urge you to
resist the temptation to skim the table of contents and jump
ahead to topics that interest you most. Instead, start from the
beginning, complete the exercises as you go along and
consider working privately with a coach or joining a group
program to accelerate your results.
2) You may also be tempted to skip over or even ignore some
of the advice you read here because it doesn't fit in with your
particular "stream," brand or approach to coaching. Again, I
urge you to resist this temptation, and I invite you to give
yourself permission to travel outside of your current level of
thinking and way of operating to fully experience the
business, income and life transformation available to you
inside.
An old Indian adage says: "When the student is ready the teacher
appears."
If you're ready to help more people, make more money and enjoy
your ultimate lifestyle as a coaching entrepreneur, I can think of no
better "teacher" than the book you are holding in your hands.
Once you have applied the ideas here, I'm certain you will agree.
With love and respect,
Ramon Williamson
June 2007
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Preface
The lowest point in my life happened in March of 1993. I
was living in Syracuse, New York, and the entire East Coast was
under a heavy blizzard. This was my first year in the U.S. I had no
car, no money, and no job. I was 19, and piano lessons for six
dollars an hour was the only opportunity open to me at that time. No
blizzard could stop me from walking a couple of miles to a music
store, where my student would be waiting for me.
I walked through through piles of snow, with freezing wind
in my face and my boots sinking in the snow to the point where I
couldn't feel my feet. When I finally reached the store, I received a
message from the student's dad saying that she couldn't make it.
I felt like I was Scarlett O'Hara from "Gone With the Wind."
Clenching my teeth, I walked back to my apartment and swore that I
would do everything in my power to never need the six dollars that
bad again. Of course, I didn't have a dirty old carrot in my hand, and
I wasn't planning to "steal, lie or cheat..." But I was very determined
to get out of the rut.
Since then, I became an adult, attended three colleges, had
both of my children, and became an entrepreneur. If only I had
known the amazing journey that was ahead of me!
Needless to say, I feel very biased toward this country. I
couldn't have dreamt the life it allowed me to create, even in my
wildest dreams growing up in Kiev, Ukraine. I am always puzzled to
see so many people struggle here when the success is right there in
front of them. Just reach out and grab it, it's yours!
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Part I
Coaching - The Business of
Solving Problems
"An entrepreneur is nothing more than a problem solver. "
- T. Harv Eker, Secrets a/the Millionaire Mind
What Is Coaching?
Like many entrepreneurs, I launched my business with an
idea, very little cash, and even less experience. As a recent
immigrant from Ukraine, I was equipped with a background in
classical music, English as a second language, and an ex-Soviet's
knowledge of how to succeed in a capitalist economy. In other
words, I was clueless.
Every step forward was a trial; every other step was an error.
I started out as a web developer and an Internet marketing
consultant. Most clients were willing to pay just enough to allow me
to buy groceries. I lowered my prices to attract new clients, but this
only lured "low-quality" clients-<iemanding, knit-picky people who
called me at all hours of the day and night.
1 struggled for months, reading books, attending seminars,
posting questions on message boards, and working countless hours.
My simple goal was to earn a decent income. Some people say, "I
know what to do; 1 just need to do it." Well, looking back today, 1
realize that 1 didn't even know what to do!
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Many coaches enter this field with a certain "baggage"standards and rules they learned on their path to coming a coach.
They put themselves in a "box," which limits their creativity and
makes true business growth much more difficult.
Larina Kase, a business psychologist, marketing coach, and
co-author of The Successful Coach, encourages coaches to think
about what they really want when deciding upon what level they
want to play. She says: "When I help coaching entrepreneurs to
build their businesses, I always begin by asking them about their
long-term business goals. The majority of coaches give me a very
modest desirable income level. They base their goals on what they
think they can do, not what they want to achieve. They consider
what they've done so far and add a little to that number."
Hearing coaches express reserved visions has led me to
question why coaches limit their goals. The answer, I believe, is that
coaches limit their vision based on fear. The lack of assurance,
nervousness, and fear of failure are common reactions for many
entrepreneurs, not just coaches. We don't want to set the bar high
and then fail.
We are all aware of the fact that there are TONS of coaches
out there and that many are not financially successful and struggle to
get clients and earn great income. As a result, coaches wonder
whether they can be successful and are apprehensive to set their sites
on a high-income level. Many coaches also limit their business goals
due to a lack of confidence, feeling that until they achieve more,
they cannot play on a bigger level.
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Me, a Coach?
I know what you're probably thinking ...
You haven't taken any coaching courses, attended a coaching
school, or received a coaching certification. The truth is, you can
still use the basic coaching models to help more of your clients
succeed and add more revenue to your business.
If you have specialized expertise and don't offer coaching,
you are leaving a lot of money on the table. Your customers,
readers, students and members of your audience want to work with
you. They need your guidance to help them get to the next level!
You can develop your own coaching programs, or team up
with other coaches who'll work to support your customers. You can
take your products or seminars and develop coaching programs
around them. That's exactly what this book will teach you how to
do, so let's dive right in!
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Part II
Getting Rich Is In the Niche
"The world is full ofsnail collectors ... "
-Michael Koenigs
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Target Audience
Specialty
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find it, sparks will fly! With a little luck and planning, you may find
yourself tapping a rich vein of gold!
Here are some thought-provoking questions I like to ask my
clients to help them narrow their search for a niche:
r_-_.........._.................................................................................................................-1
Questions to Help You Narrow Down a Niche
I
I
I
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you?
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:
:
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Annie Meachem
http://www.fengshuimarketingcenter.com
In this example, feng shui became an ideal coaching habitat
for a marketing expert. To create a profitable business around her
expertise, Annie was looking for a target audience that was open to a
particular spiritual concept and spoke the same language as her. She
felt that she would really enjoy working with alternative professions
and after doing some research, Annie found herself attracted to feng
shui consultants. Prospects can be easily reached, the industry is
growing, and its members are independent professionals seeking to
build their businesses. In addition, this market appealed to Annie
because of its members' alignment with the metaphysical idea of
"energy. "
But Annie was not a feng shui expert, so she needed a way to
break into the market. By interviewing successful industry experts,
she was able to create a marketing product for feng shui
practitioners, receive insider information, and build the content for
her new web site. Today, she runs the Feng Shui Marketing Center,
which offers marketing assistance, coaching, and resources for feng
shui consultants.
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the talk! I wanted to feel what they feel, so I could understand their
challenges.
By the way, you don't need to spend six months learning
about your niche market. I watched as one of my fellow coaching
entrepreneurs discovered, studied and dominated a niche market as
the # 1 coach within less than a month! It can be done, there is no
question about it.
So, how do you develop products/services that your target
audience really wants or needs? The answer is: survey, survey,
survey-both before and after you roll out your offerings!
I work with many clients who wish to penetrate new niches.
The first week's assignment is to locate five people to interview in
person. During these interviews, a whole universe of issues
becomes apparent. One client said, "Milana, I'm so glad I did this!
I feel like Ijust took an enormous shortcut to business success!
There is no way I would've gained this insider information if I
hadn't done the interviews!"
After the initial interviews, survey your database at least
once a year. Listen to your clients' concerns during your coaching
sessions. You might unearth some hidden gems during these
conversations!
For example, to prepare for writing this book, I surveyed 478
coaches in my database (you can see the results of this survey in the
back of the book). The information and insights I gained from the
survey results were essential to my understanding of what coaches
deal with, what they worry about, and what solutions they need.
It's important to ask the right questions as you survey your
database. Below is a list of questions you might want to ask.
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2.
3.
4.
5.
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Unrecognized Needs
It's important that your prospects already know they have a
problem, and are willing to pay to solve it.
For example, if you coach independent restaurateurs, you
may recognize that one of the main obstacles to profitability is poor
service caused by high employee turnover. If the prospects don't
agree that this is a problem, you will spend countless hours (and
dollars) convincing them that you can help.
Your ideal prospects already know what they want and that's
why they'll tum to you. Market your services based on recognized
needs. Once you've acquired the client, then you can spend time
educating himlher about the importance of solving unrecognized
problems.
.
There are always exceptions to this rule, of course. A few
years ago, I developed Assessment Generator. I didn't conduct any
market research. Why? I developed the product to fulfill my own
needs. I wanted to have a way to generate client leads automatically
through online self-assessments and be able to pre-qualify my
clients before taking them on. Today, hundreds of people use this
tool to automate lead generation on their web sites.
The key was education: I wrote numerous articles about the
value of lead generation, tracking client progt;ess and creating
surveys-everything for which the Assessment Generator can be
used-and then offered my tool as a solution. It could have flopped.
I could have wasted months of work. In this case, the people who
read my articles came to understand their previously unrecognized
need for this product. Now I see web site after web site that offers
self-assessments!
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Part III
Pick Your Coaching Model
"] don't want to do business with those who don't make a
profit, because they can't give the best service. "
-Richard Bach
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personally. If you love the coaching process but want to keep your
business growing and leverage your time better, this may be an ideal
model for you.
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I.
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:.
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Participants in a mastennind group leave each session reenergized, full of ideas and new possibilities, and highly committed.
Something amazing happens when you are in a group of other likeminded people who are working toward similar goals.
The size of the group can vary from 3 to 100 people. I can
see the jaws of some experienced mastennind group leaders drop
right now, but let me tell you something: With a large number of
people in a mastennind group, everyone benefits by listening,
observing, taking notes, brainstonning new ideas, even if they don't
get to talk each time.
One of the biggest benefits of joining a mastennind group is
receiving valuable feedback about product ideas or business
situations from other members. When you have several people
brainstonning a project, incredible breakthroughs happen.
Mastennind group coaching allows people to reach a level of
accomplishment they could never achieve on their own.
The great thing about this model from the business
perspective is that you can launch several mastennind groups,
focused on different topics and geared toward different audiences.
There is no agenda to prepare-just come ready to share your
successes and challenges, and help other members.
The value of your mastennind group depends on the value
each participant can bring. Screen members to ensure they're a
good fit for the group or you risk compromising the overall value.
While this is a great model for those who thrive on teamwork
and brainstonning, participants may still require individual attention
from the coach. Take this into account when pricing your program
and expect to be contacted by some clients.
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Product Funnel
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Client Leads
articles, newsletter, mini-course. samplers
Coaching Products
$37-$97
books I CDs I tele-seminars
membership sites
Each tier is more expensive than the previous one and the
ultimate goal is to "funnel" a prospect from becoming a lead to
enrolling as a coaching client.
As I "filled" my funnel with products and services, I saw two
problems:
1. Since I could only work with half a dozen coaching
clients at a time, I would have to say "no" to everyone
else who needed my support. So no matter how hard I
worked to get clients, I would have to tum most of them
away.
2. My products solved problems and educated my
customers about important topics. What I didn't have in
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$37-$97
books I CDs I tele-seminars
Coaching Products
$500 - $2,500
comprehensive program delivered as
a live training event or home-study package
Coaching System
Coaching
Club
Individual
Coaching
$97 - $397
$700-$2,500
a month
a month
Implementation
Support
Your coaching system will teach your clients the process for
achieving their goal. Once they understand the process and are ready
to implement the steps, they will require additional support from
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Coaching System
Milano', Inner
Individual
CIrcle
Coaching
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Perceived Value
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might be the best, most experienced coach in the world with a ton of
credentials but, if she doesn't feel she's worth more, why should I?
It's human nature to judge products and services by the
price. The first thing my husband asks if I show him a new outfit is
how much I paid. He won't even say whether he likes the outfit until
I tell him how much it cost. Flaky? Not really. Most people are like
this. Little do they know that pricing is really a marketing strategy.
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Pricing Tiers
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If you believe the client will require a lot oftime and energy,
enroll her into your top-tier package. In fact, you don't even have to
mention the other packages. She'll be happy knowing she can send
you her documents for review and feedback.
A "coaching club" or another group coaching model is a
great way to accommodate clients who want to access your wisdom
and support, but don't necessarily want to pay for private coaching.
Anyone who wants more individualized coaching-and has the
budget for it-can choose one of your high-end programs.
I know this is crazy, but time and time again I see people
enroll hours or minutes before the deadline, just because they know
it's their last chance.
I experienced the true power of deadlines several years ago.
My deadline was absolutely real and was necessitated by a valid
situation. But thanks to this deadline, I signed up one-third of the
participants for my program just hours before it started. To be
specific, 150 people signed up for the ACCPOW Coaching
Telesummit and about 50 signed up in the final 48 hours-even
though everyone had been given a whole month to register!
This was an absolutely phenomenal discovery. I'd always
known deadlines were a powerful incentive, but I hadn't realized
just how powerful they were!
I rarely see coaches use deadlines in their marketingprobably because setting deadlines makes them feel unethical.
Many coaches think there's no legitimate reason for setting
deadlines. Wrong! There are plenty of valid reasons. Start by
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Avoiding Burn-Out
If you have many individual coaching clients right now, I am
writing this especially for you.
If you don't have a lot of clients yet, congratulations! This is
the best time for you to receive my advice.
Many coaches who fill their practice with one-on-one clients
sooner or later "hit a wall." There is no room left for them to grow.
Worst of all, they burn out!
I used to be impressed when I heard a coach say, "I've got
20 clients. My practice is full!" Now I think, "The poor thing. He
must be exhausted and overbooked, and his clients are probably
irritated by his lagging response times."
How do you ensure that this won't happen to you?
Remember, those 15 to 20 hours of weekly coaching sessions are
not the hours when you're actually working on your business. You
must also devote time to administrative and marketing tasks, which
you either ignore (at your extreme peril) or perform "after hours."
Here is my formula: Take the number of hours you want to
work every week divided by three: 30 hours /3= 10 (10 would be
the maximum number of coaching clients you should have during
any given month). The second 10 hours of your time should be
devoted to business development and the remaining 10 hours, on
creative strategies. Stay focused on the lifestyle you desire and ask
yourself these three questions:
1. Take a look at your current pricing structure. Are you where
you want to be? Do you feel resentful toward some clients
because you invest more time with them than you want?
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Part IV
Building Your Market
Presence
"Your big opportunity may be right where you are now."
-Napoleon Hill
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The reality is, you can't do them all. And if you try, you'll
end up really frustrated and overwhelmed. One of my clients said to
me, "I feel like a huge eighteen-wheeler has been parked in my
driveway, with a 300-page driving manual."
You need to choose the strategies that have the highest
potential with the least amount of time and money investment. 1
found some of them to be extremely effective in my own business.
Many coaches already use these strategies in their business
but still fmd themselves struggling to attract clients and customers.
What are they doing wrong? And most importantly, how can you
avoid their mistakes?
In this part of the book, 1 am going to dispel many of the
myths you hear about web sites, articles, newsletters, teleseminars
and joint ventures. There is no right or wrong way here- there is only
the way that's been tested to work! The tools and strategies 1 found
to be the most effective in building a coaching business include:
r-'l"~" " " w~b" si;~" (~~;" ;~~" ~~~d"b~~h~=~;;i~" ~i;~~" " """ """"'-j
4. Newsletters (and a different, less labor and timeintensive way to stay in touch with your subscribers);
15.
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Yes, that's right ... Create a one long sales page. Regardless
of whether or not you personally like such sites, they work! And if
done right, you can create a product-selling web site that makes you
feel good.
One of the things I cover with my coaching club members is
that a product-selling site should have only ONE link and it should
direct clients to your order form. Add another link to the site and
you reduce your chances of selling the product by 25%. That's
because you'll be taking focus away from your site's SINGLE
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This was a free offer made by the website owner, and after
reviewing it, I couldn't believe my luck. It had the answers to all of
my questions and more. Had he offered me a free newsletter, I
wouldn't be as interested-I wanted my information instantly!
As a rule, free newsletters and complimentary coaching
sessions don't attract much attention. But if your offer:
Is highly relevant
Involves interaction
Helps them solve an immediate problem
Has something they haven't seen anywhere else
Or, provides something of high-perceived value ...
... They'll sign up!
How do you create an offer that visitors can't refuse? How
can you convince them to give you their names and e-mail
addresses, even though their inboxes are already overflowing?
Stop and think: What kind of free product-report, article, ebook, special report, or CD-will interest your target audience?
What topic would make them stop whatever they were doing and
make them think, "I've GOT to have this!"?
The better your free offer, the faster your list of prospects
will grow and the more clients you'll have. My web site generates
100 or more new prospects each week and I've seen some people
get as many as 1,000 leads a week! Of course, this means that you
need a strategy to drive thousands of people to your web site but
we'll get to that a little later.
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and FREE. For example, any time I write an article about using
assessments as a business tool, my resource box looks like this:
"Milana Leshinsky is a business advisor to coaches and
independent professionals. Get a copy of her FREE report
called "How to Create Self-Assessments and Quizzes that
Bring Clients, and Keep Them Coming Back!" at
http://www.assessmentgenerator.com "
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1. I had a specific goal in mind-to sell reprint rights to my ebooks. In other words, I knew what my end result should be
before writing the article.
2. I wrote a detailed step-by-step guide on this topic. By doing
this, I demonstrated my knowledge and expertise on this
topic.
3. I introduced my own products as an example. Using my
products as a case study allowed me to sell without selling.
4. I linked to the page where I sold reprint rights. In other
words, I told readers where they could obtain the rights to
the products used in the case study. Again, selling without
selling.
5. I submitted the article to dozens of targeted online
publications and they loved how content-rich it was. Nobody
questioned that I was using my own products as an example
because it was highly educational.
6. I placed the article on my web site, adding a title and
keywords, so that search engines would "pick it up."
In other words, this was not just any article. It was a strategic
and educational marketing piece. Even though I stopped selling
reprint rights to my e-books years ago, the inquiries still come in on
a regular basis.
The most important point I want you to understand about this
strategy is this: first, decide on the product or program you want to
promote, then write your article - not the other way around. This
will allow you to naturally and organically tie your article to your
product.
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your voice as they read it? Can they tell you wrote it? If the answer
is yes, then it has personality!
On the other hand, if the newsletter reads like an excerpt
from an Associated Press story, re-write it in your own voice. Start
by rewriting one article, then reading it out loud. Does it read the
way you normally speak? Do you normally sound excited, gentle
and understanding, quick and to the point, or inspiring? Insert your
voice into your newsletter, and ideal prospects may soon become
your biggest fans!
As Dr. Seuss says, "Be who you are and say what you feel,
because those who mind don't matter, and those who matter don't
mind."
Relevancy. Nature, movies, travel, music, and family are
all great topics but are they relevant to your coaching
specialty? If not, write about something you normally teach
clients. If you're a relationship coach, there are GAZILLIONS of
things you can write about-from choosing the perfect partner to
issues with the in-laws. Best of all, when you choose a topic
relevant to your business, you'll have a ready supply of real life
examples, case studies, illustrations, and tips!
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1. Before
2. During
3. After
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BEFORE
TELECLASS
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AFTER
TELECLASS
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At least one party must have the mailing list. You must
share at least one existing database of prospects, whether
you're going to promote a new product or an existing one.
In the case of the "Licensing Revenue Secrets," both Suzanne and I
had mailing lists-the key to having a strong promotional strategy.
Each partner must feel he's getting the better part of the
deal. That's a given. Not only must a joint venture be
mutually beneficial, but your partners should feel they're
getting the "longer end of the wishbone." For example, I wanted to
create the product on licensing, but didn't have enough information
about it. Partnering with Suzanne would allow me to have a readyto-sell product without having to learn all nuts and bolts about
licensing.
What was in it for Suzanne? She would also get a ready-tosell product and a new source of passive income. Additionally, I was
responsible for all the logistics (recording and producing the CDs)
as well as promoting it to my large database of customers and
subscribers. Each of us got something we didn't have without this
partnership.
Both partners must be equally passionate and
committed to making the joint venture work. Estimate
how much work is involved and who will handle each
aspect of the project. If one partner loses excitement and stalls, the
entire venture could fail, leaving both parties unhappy. The key to
mutual satisfaction is planning and making the commitment. I knew
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that writing a "sales letter" to sell the product was a huge chunk of
work, but I considered it my responsibility in this partnership and
delivered. On the other hand, Suzanne knew that I had very little
knowledge of licensing at the time, and ended up creating most of
the content herself.
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Joel's name was all over the Internet. He was considered the biggest
expert on building big mailing lists. To my amazement, he accepted
the invitation. What's more, we established a great relationship,
soon met in person, and I'm sure we'll do more business in the
future.
Setting up joint ventures is fun and simple! Here are the
action steps you can take right now to create your own partnership:
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Part V
Passive Coaching Income
"A project is complete when it starts working for you, rather
than you working for it. "
- Scott Allen
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LEVERAGED
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Create a Workbook
If you'd rather not write a lot, you can create a workbook
with activities, templates, and exercises to help clients complete a
task or achieve a goal.
First-Hand Research
First-hand research can be easily performed from your web
site or bye-mail, helping you create a ready-to-sell product. One of
my customers has a form on her web site, which asks visitors to
submit their biggest challenge. She then gathers submissions and by
addressing each challenge, assembles a great product. You can do
the same by sending out an e-mail survey to your mailing list, asking
them to tell you about their biggest problem.
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Stress-Free Community
Created by Denver Hudson
http://www.stressfreecommunity.com
This is a content-rich, coaching-based community that
educates, inspires, and supports you in eliminating harmful stress,
creating vibrant physical, mental, emotional and spiritual health;
moving through midlife transitions, and learning skills that help you
live your life more intentionally. Members receive personal attention
and support from Life and Wellness Coach Denver Hudson.
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>-
>-
>-
>-
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Part V: In a Nutshell
1. When one-on-one coaching is your only source of income, it
will always be limited to the number of hours you're able and
willing to work. You must create passive income sources on
a regular basis and become not only better off financially,
but have a lot more freedom with your time, as well.
2. There are three types of passive coaching income: truly
passive, leveraged, and residual, which offer the highest
potential income source of all.
3. You can create your first product from existing materials articles, teleseminars, e-mails, presentations or anything else
you developed over the years.
4. One ofthe best ways to build a long-lasting business and
enjoy residual income is to start a subscription web site.
There are three lucrative subscription site models: coaching
clubs, group coaching, and training & community. The
model you choose should depend on your lifestyle,
preferences, and long-term goals.
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Part VI
Creating a Self-Propelled
Lifestyle Business
"Whenever you see a successful business, someone once made
a courageous decision"
- Peter F. Drucker
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Leshinsky
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Things I can do
myself, but could
easily be done by
someone else
Basic Web Design
Graphic Design
Research & Information
Gathering
Article Submission
Newsletter Publ ishing
Membership Site
Administration
Computer Programming
Copywriting
Office Organizing
Customer Service
Issuing Refunds
Shipping Produ cts
Prospect Follow-up
Designing Presentations
Recording Teleclasses
I Need to Delegate
Things I don't
know how to do
and don't want to
learn them
Accounting &
Bookkeeping
Office Maintenance
Software Development
Transcription
Need to Delegate
After creating this grid, 1 stared at it for a while. The righthand column was easy- I knew 1 needed an accountant, a computer
expert and a transcriber. But one nagging question kept surfacing
about the middle column: "Who could possibly do ALL of these
things, and do them as well as I?"
As it turned out, 1 found that person within just a few days,
and she could do it all BETTER and FASTER than me.
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of your time, every time! (By the way, driving to and from these
events also counts as your work time!)
Another way you can save a lot of time is keeping track of
all of your business-related information in one place. This may
include:
Account user names and passwords
List of vendors and resources
Partners' and assistants' contact information
Software pass codes
Weekly schedule of activities
This should be a file you can give to an assistant or family
member whenever you're unable to take care of your business.
Automate your follow-up as much as possible. I'm amazed
to see how many coaches send follow-up letters manually. With auto
responder services becoming so easy to use and affordable, there's
no reason not to automate your messages.
Do you send your clients invoices? This means that you are
not only asking them to make a purchase decision every month, but
you also have to process their payments manually. What a hassle!
Use a recurring billing option through your merchant account or
shopping cart to automate this process.
Anyone who has more than 10 one-on-one coaching clients
is either overwhelmed or has very little time to work ON their
business. I highly recommend that you limit the number of clients
you work with at any given time. Taking on too many clients is the
# 1 reason that coaches become overwhelmed and burned out.
Decide how many hours a week you want to work and divide this
figure by three. That's the maximum number of clients you should
take. For example, if you want to work 30 hours a week, you should
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There are many ways to build and run your coaching team.
Every coach I interviewed about this topic has been using a different
team model (see www.buildacoachingteam.com for details).
Regardless of how your coaching team looks, it will allow you to
take your business to a whole new level of operation.
Here are some questions for you to think about:
How would your business look if you added another coach?
What would his or her role be in your business?
What would your role be?
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Part VII
Leadership, Edge and
Innovation
"Two roads diverged in a wood, and 1, I took the one less
traveled by, and that has made all the difference. "
- Robert Frost
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why do you think anybody will want to buy it from me?" The
question you should be asking yourself is, why not you? Sure, many
people know this stuff, but you will be the one taking action on it!
Anyone could've held a teleconference on coaching future
predictions, but I was the one who took this concept and ran with it!
Over six hundred people came to listen to some of the top experts on
coaching, and we recorded almost three hours worth of amazing
ideas, conversations, and predictions!
Creativity and innovation is the key to becoming a true
leader in your industry. Innovation is leadership. Coaches are a
highly creative "breed," which you will see it in just a moment.
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Innovation in Action
I truly believe that innovation is inspired by observation and
keeping yourself in that "anything-is-possible!" state of mind. Some
days, I 'm really on a roll with new ideas. Those days usually
happen after I read a new book, attend an event, or do research.
To help you become more creative in thinking about your
business, I am including some of the most unique and innovative
ideas and concepts I found in the coaching world. Each of the
following examples of innovation began when a coach identified a
need among a particular group of people. Read, observe, and then
brainstorm about how to fill a need in YOUR niche.
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.......-.........................................................................................................._.............................................................__1.
1.
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Who will you invite to your group and how will you do
it?
,
i -How can you make sure that everyone gets the most out
i of your meetings?
,
!-
I
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3. Always have a big picture for your business. It's the only way to
achieve consistent growth and peace of mind.
4. There is enough information in the world. What people need is
implementation guidance and support. (That's why I created
Milana's Inner Circle-most coaches know what they need to do,
but either don't know how or lack guidance and support).
5. Identify what you're best at and do only those things. Delegate,
outsource, automate, or eliminate the rest.
6. There are only three things people want to know before hiring
you as a coach: 1) Do you understand my problem? 2) Have you
ever helped people with this problem? 3) Can you help someone
like me?
7. Don't push for sales. Instead, overwhelm people with value and
allow them to buy. Believe in the value of your products.
Everyone who should have them will buy them.
8. Be more experimental and try more things than your clients.
That's what's really going to make you valuable to them.
9. The best things in business are not free. You have to pay to get
the best information, the best advice, and the best strategies.
10. Always think outside the box. There is no right or wrong answer.
There is a tested and proven answer.
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Part VIII
Shortening and Accelerating
Your Path to Success
"We can learn/rom our mistakes, but it's better to learn/rom
our successes.
-Donald Trump
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are so many things I wish I'd known ... so many mistakes I could've
avoided.
In fact, as someone who's absolutely fascinated with the idea
oftime travel, I would love to write my younger self a letter. It's a
very personal letter, but what the heck!
Milana's Letter
Dear Milana,
First, I know how you fee1--calm down. Everything will be
OK. Everything will fall into place, and life will soon be much
easier.
Second, stop taking music classes. You have taken enough!
Yes, I know you've spent your whole life studying to be a music
teacher but it's just not in the cards. You love music but you hate
giving private lessons. You'll discover this very soon, so let me save
you some time: call the parents of your students and tell them you're
quitting. Their children will be thrilled.
Now, what you need to do is learn how to use a computer.
Take classes at a local college (no, not computer programmingyou'll hate that too). Take basic computer classes, enough to learn
how to type fast and become an expert word processor. Then, enroll
as a business major. Pay attention in Marketing IOl! You'll be glad
you did.
When a friend tells you about a new Internet class forming in
the summer, RUN to sign up! It's only one credit, but it will change
your life. I know the instructor looks weird, but don't look at himlook at your screen.
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-- A Friend
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Plus, if you order from the the special link below, I will
include 9 expert panel discussions on coaching business
building, business management and passive income,
which were I personally facilitated with some of the top
coaching entrepreneurs in the world!
This offer is NOT available anywhere else:
www.makemoneywithcoaching.com/special
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Find a Niche
Don't underestimate the power of working within a niche. If
you don't have a niche (specialty + target audience), you'll find
yourself struggling or stuck-no matter what else you are doing right.
If you're looking for more ideas on where to focus your attention, go
online and search for "association" on Google.com. This will
provide thousands of results on existing groups and associations-a
sure way to identify your niche fast. If you're new to your target
audience, don't worry: you'll only need to read a few magazines and
attend a conference to understand their world. Of course, to deeply
understand their issues and challenges, you'll need to spend more
time reading, surveying and coaching a couple of clients.
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Final Thoughts
As I was writing this book and asking people to review it, I
heard the same thing over and over again. "Milana, where is all the
information about networking, referrals, selling and closing
techniques, and all the other traditional business building
strategies?"
The truth is, I used none of the above methods in building a
very thriving business. Instead, I followed the steps outlined in the
book-from establishing a niche, discovering the needs of my target
audience, creating products and programs, and finally, "penetrating"
my niche with articles, events, teleseminars, and tools for success.
Then clients came, as if effortlessly.
Why did it work?
First of all, thanks to modem technology-a combination of
the Internet, telephone, and conference lines-I never had to set foot
outside my home office.
Second, it suited my lifestyle. When I was in college, I had
to commute almost 3 hours a day, six days a week for several years.
I guess I developed a huge aversion to traveling-I love working
from home! So I subconsciously designed my life and business to
make sure I never have to travel. This required a lot of passive
strategies to build my business. I have everything I need right in
front of me-my computer, my telephone, my planner, my library,
my office supplies. If I do need something, I can just go online and
purchase it.
If you love getting out there, networking, speaking, creating
connections, and it brings you results, then please continue to do so.
If these activities have not worked for you, or you want to make
your client attraction effortless, then follow the strategies in this
Claim your free gift worth $147 at www.coachingmillions.com/gift
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book. It worked for me, it worked for hundreds of coaches who use
these strategies, and it can work for you, too.
You will, however, need to be persistent and stop at nothing.
If an idea or strategy didn't work for you in the past, it's most likely
because you haven't given it a good try. I started up many things,
which never turned into something big. Some might say that I failed
in those things. I know that I simply didn't have enough passion to
see them through to success. I quit before I could see the fruit of my
labor.
By the way, you already know everything you need to know
about success and how to achieve it. The question is, are you doing
it? As Napoleon Hill said, knowledge is not power. It only becomes
power when it's organized into a plan of action!
You also need a push, that final dose of inspiration, and
someone to actually guide them through implementing it. I used to
greatly underestimate the power of having a "cheerleader" and a
support team in my life. I was determined to find my own answers.
I struggled, I made a ton of mistakes, I even made a fool of myself a
few times.
On my own, I did ok-well, probably, better than okay. But
when I enrolled into a mastermind group and started working with a
coach, things just sped up! I shortened my path! I started making
huge leaps and achieving things I never dared to try before.
Get a coach or a mentor as soon as you're possibly able to.
Join a mastermind support group-if you don't have one in your
area, start one. It'll make a world of difference in every step you
take.
To your extraordinary success,
Milana Leshinsky
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Appendix A
Coaching Business Models Study
As part of my research for this book, I conducted a study to
find out how coaches operate their business, what they struggle
with, and what areas they need help with the most. Below, I present
to you the results of my discoveries, compiled from the responses of
478 coaches from all over the world.
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that they have more than twenty clients. One in ten participants
reported that they have no paying clients at this time.
Over half of the participants do not offer any information products,
and of those who do, the majority offer e-books, workbooks, and
audio CDs. While most of the participants reported that they work in
their businesses under 30 hours a week, almost 30% said that a day
job, consulting, or second business is their primary source of
income. Although the majority of respondents are aware of what
virtual assistants do, only 21 % of them actually use a virtual
assistant in their coaching business. Coaching clients one-on-one is
still the most important source of income, with only 16% of
respondents involved in a more "passive" coaching model, such as
coaching clubs or coaching "gyms."
1. How many information products do you sell?
54%
22.9%
9.1%
12.4%
3%
None Yet
1-2
3-4
5+
Other
42.8%
32.3%
36.0%
22.9%
22.9%
24.6%
20.2%
17.2%
10.8%
E-books
Workbooks
Assessments
Audio CDs
Books (in print)
Special Reports
Home-Study Courses
Workbooks (in print)
CDs (computer)
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Group Coaching
Other
Mastennind Peer Group
Subscription Site
Coaching Club
Coaching Gym
Paid Newsletter
None yet
1-5
6-10
11-15
16-20
21+
Other
15-20
20-30
30-40
40-50
50+
Other
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Group Coaching
Information Products
Speaking
Subscription Site
Yes
No
No idea what this means
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Appendix B
Is Your Product or Service an "Ideavirus?"
By Milana Leshinsky
"Unleashing the Ideavirus" by Seth Godin is one of the most
important books on business and marketing. It is not about finding
the right marketing strategies or knowing the right places to
advertise in. It's about creating a remarkable product with the
marketing built right into the product!
The concept behind the Ideavirus is NOT making as much
money as you can with your product right away-a different strategy
would need to be in place for this. The concept is to spread the word
about your product or service to as many people in the world as
possible, then leverage your audience by selling a paid version of
this product or a completely different product.
For example, WinZip used to offer a free version of their file
compression software for years. Last month I checked their site, and
the free version is no longer available. But guess what! This
program has become so popular among Windows users; it's almost a
standard! Who cares about paying $30 for it now, if you "can't live"
without it!
The same thing is happening to many other products. The
Internet is making things happen so much faster and easier today. It
"amplifies" the word-of-mouth by thousands!
Do you have a product or service that's an ideavirus? Could
it become one with a few tweaks? Take this quiz to find out:
www.assessmentgenerator.com/ideavirus assessment.html
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Ideavirus Self-Assessment
Check each box that truthfully applies to you, and find out
whether your product or service has a potential of being an
"Ideavirus. "
D
D
D
D
D
D
D
D
D
D
D
D
D
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sent via Hotmail has a message at the bottom of it: 'Get your
own free email account from Hotmail').
My product impresses people.
My product has an exciting look, feel, and image (e.g., highimpact web site, unique logo design, etc.).
Letting others know about my product makes people feel
smart and special.
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What are the top 3-5 issues and challenges within your
specialty your target audience needs help with?
#6: Colleagues and Competitors (Existing Vegetation).
What are the top 3-5 coaches that offer the same or similar
services to your target audience? What makes you different?
#7: Marketing Strategies (Planting Time).
What is your target audience's preferred method of
consuming information? What observations have you made
about how they think, operate and communicate?
#8: Lifestyle and Habits (Traffic Patterns).
What have you observed about your target audience's
lifestyle, goals, and values? Do youfeel comfortable with
what you discovered?
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What's not working? What are you doing over and over
again without the desired results?
For more interview question ideas, go to "30 Questions to
Ask Your Target Audience" section in Part II, Getting Rich in
the Niche.
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they get to hear your voice and get to know, like and trust
you faster than through any other medium (other than TV,
perhaps). Announce your teleseminar once you have a list of
at least 80-100 highly targeted prospects, and invite them
join you. I found a lot of success with free teleseminars, but
you can achieve similar results with live workshops.
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Index
A
accountability . 62
ACCPOW 86, 159, 160,
161,201,209,244
Action Plan Coaching
Program . 5, 60
Activity Grid 169, 170, 173
affiliate 114, 148, 149,214
Andrea J. Lee 3, 167
article submission 118
Articles 5, 116, 119, 121,
148, 151
Assessment Generator 43,
184
assistant 166, 176, 180
Attracting "Serious" Clients
5
Automate 176
automating 76, 179
autoresponder 107, 155, 176,
177
B
c
C.l Hayden 3, 175
Call to Action 125
Career Coach Institute 188
case studies 124, 128, 129,
131, 161
Chris Barrow . 3, 61, 62
Coach Training 187
Coach Training Accelerator .
187
Coach Training Alliance 187
Coaching "Reality Show" .
189
coaching club 68, 76, 86, 95,
107, 149, 158, 160, 161,
162,172,188
Coaching Compass . 118, 119
Coaching Diamond 5, 70, 74
Coaching Diamond Model
73
Coaching Entrepreneurs . 15
coaching groups 39, 146
Coaching Gym 5,61,62,
211
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core expertise 29
credibility 34,66,67,80,99,
100, 105, 115, 116, 137,
144, 150
curriculum' 66, 128, 130
D
Dan Kennedy 3, 88
Dan Sullivan' 61
Dave Buck' 79
David Frey' 3, 29
David Steele' 189
deadlines' 86,87,95,98, 129
delegating' 166, 169, 172,
173,182,206
discount 81, 129
discussion board . See
message boards
Donald Trump' 3, 183, 189
Dr. Beth' 188
E
248
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fee structure . 80
fees 74, 76, 79, 81, 82,83,
84,95,97,143,145
First-Hand Research 152
Focus 124
follow-up 129, 141, 176
free offer 111, 112
free session 146
freedom 19, 164,205
freelance copywriter 89
freelancers . 62, 116
full-time income 24
Habitat
Coaching Habitat 32,33
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lifestyle 33,34,58,59,61,
70,72,74,94,99,126,164,
168,207
J
M
Jennifer Koretsky . 89
Jo Romano' 136
Joel Christopher 3, 22, 114,
137
Joint Venture' 5, 132
Joint ventures' 133, 139
K
Ken Evoy 3, 150,200
knowledge 15,21,58,60,
68, 122, 136, 150, 153, 160,
189,205,208,212
L
Larina Kase . 3, 22
lead' 43, 71, 90, 106, 107,
117, 119, 136, 141, 182,
184,205,206
Leader' 113,206
Leadership' 183
Leveraged income sources .
148
licensing See. See. See.
See. See. See. See. See.
See
Licensing 134, 135, 148
Licensing Revenue Secrets'
134,135
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objections 77, 83
opportunities 141, 154, 162,
188, 198
overwhelmed 63,87, 102,
108, 109, 149, 176
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Ramon Williamson 3, 23,
160
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Institute 189
residual income 74, 147,
158, 164
resource box 11 7, 119
revenue 67, 105, 121, 123,
125, 139, 143, 144, 145,
149, 154, 155, 158, 166,
168,182,205
Russian 90, 198
s
sale 80,106,119,153
sales letter 88, 92, 125, 130,
136
search engines 36, 114, 122
Secrets of the Millionaire
Mind 15, 140,200
self-assessments 43, 113
Self-Promotion 140
selling 16,36,63,67, n,
107, 108, 110, 121, 122,
140, 144, 158,207,213,
244
seminars 15, 132, 134, 137,
143, 153, 168, 173, 190,
204
Seth Godin 3, 120,213
solving problems 15, 18,21
specialized expertise 25, 135
Specialty 31
stop coaching 21, 145
strategic alliances 36, 46,
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Strategic Coach 61
subscribers 60, 114, 119,
125, 126, 135, 177
subscription web site 149,
158, 162, 164
support 3,42,66,67, 71, n,
74,76,86,105,148,149,
150, 159, 160, 162, 166,
169, 171, 188, 196,201,
208
survey 41, 117, 152,206,
209
Suzanne Falter-Barns 3, 134
T
T. Harv Eker 3, 15, 140
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Teleseminars . 127
telesummit 136, 137, 184
Telesummit 18,86, 136,
160,184,244
The Apprentice 189
The E-Myth 119, 166,200
The Successful Coach 22
The Ultimate Sales Letter 88
Think and Grow Rich 63
Thomas Leonard 3, 145
thriving 19, 101, 145
time management 36
Training and Certification
Program 5
Training Coaching 51,67
traveling 62, 207
Trump Tower 183
v
VA 171,172,182
virtual assistant 171, 172,
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Wanda Loskot . 3, 189
web designer 104, 171
web site funnel 106
web sites 36, 42, 43, 58, 67,
102, 104, 105, 106, 107,
108, 118, 130, 141, 149,
151, 153, 159, 163, 168,
171, 174
Will Craig 3,187
workbook 152, 155
workshops 61,62, 134, 135,
143, 147, 148, 149, 167,
168, 180, 182
writing 40,41,60,88,89,
92,93,94, 104, 115, 116,
120,122,126,136,205,
207,244
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Coaching Leads
One of the biggest challenges almost all coaches face is getting leads - high quality contacts of
people who are interested in improving their life, relationships, or career.
First, an important distinction:
Building a mailing list is not the same as getting coaching leads. I know many people with mailing
lists who are not making enough to pay their bills!
Getting coaching leads means building a database of people who expressed interest in your type
of coaching.
There are five sure ways to attract high quality coaching leads, and I will reveal them to you
today.
============================================
If you prefer listening to this e-mail, here's an mp3 recording for your convenience:
http://www.milana.com/audiofiles/coachingleads.mp3
============================================
These five lead generating strategies have worked for me and thousands of other coaches and
entrepreneurs extremely well.
Here they are:
1. Web site
It has to be a mini-site whose only purpose is to get your visitors to opt-in to a free e-course, an
audio course, or a toolkit. You may even have several mini-sites to have multiple points of entry
into your "funnel."
2. E-Course/Newsletter
Each segment in your e-course or newsletter must bring your readers closer to becoming your
client. It must be relevant, useful, personal and calling them to action.
3. Articles
In my experience writing a handful of high quality articles and submitting them to as many
targeted places as possible is much more effective than writing many articles of lower quality.
Every article must help solve a problem and invite readers to take the next step with you (request
your e-course, buy a CD, enroll into a program, etc.)
4. Teleseminars
Don't want to have just 4 people on your teleseminar? Use the first three strategies to build up
your database of leads, then announce a teleseminar to them on a highly relevant topic. You may
even re-purpose one of your articles by turning it into a teleseminar. Also, keep in mind that the
goal of every teleseminar is to enroll coaching clients into a program. This means that you should
have your program concept ready before holding your teleseminar.
5. Joint Ventures
I left this one for last, but it's certainly not the least! In fact, if you use joint ventures and nothing
else in your business, you'll generate more coaching leads than you've ever wanted. The key is in
partnering with people who have large databases and who need what you have to offer - your
expertise and ability to coach.
Are you ready to boost your coaching leads?
******************************
Quick action-plan for you:
- create an e-course that coaches people
- create a mini-site that gives away an e-course
- write a high quality comprehensive article
- invite your article readers to request your e-course
- submit your article to highly targeted publications
- when your list of targeted leads reaches 500, hold a teleseminar and enroll participants into your
coaching program.
******************************
Hope you find it helpful to jump start your coaching business.
Warmly,
Milana Leshinsky #1 Provider of Business Tools for Coaching Entrepreneurs
http://www.milana.com
Coaching Millions
Gift for Book Readers
How to Deal with Competition in Coaching
Ask any coach if they're worried about competition, and you may get a variety of interesting
responses.
Some will tell you that they're the only life coach in their area, so they're not worried. Others will
say that they're abundant thinkers and worrying about competition just isn't a part of their
mentality.
But with at least 40,000 coaches and hundreds of new ones entering the field every year, how do
you not "drown in the sea" of such a fast growing industry?
The truth is, coaching is an extremely competitive field. Most coaches will not send a referral to
another coach, and many will become frantic if another coach decides to enter their territory.
The reason this is happening, is because coaches look alike to potential clients. A prospect
thinking of hiring a coach, cannot tell the difference! We all offer accountability, lifestyle
improvement, personal growth, better jobs, healthier relationships, and so on. How can an
average person make a decision of who to hire?
In my experience of working through ACCPOW and rubbing shoulders with some of the most
successful coaches in the industry, there are five factors that will make you unique and eliminate
most of your worries about competition.
Here they are:
1. Target Audience - having a specific target audience will allow you to customize all your
materials and marketing messages to the people you want to attract. If you can't visualize the
person you're speaking to, your writing may become diluted and generic, making you look just
like any other coach out there.
2. Specialty - even if you chose a target audience to focus on, you need to know what problem
you can help them solve, or what goal you can help them accomplish. In other words, you need to
specialize and become known as the #1 coach in your niche.
3. Visibility - don't lay low. Clients will not just magically appear out of thin air. Every month,
every week you must do something that gets you in front of your target audience. Articles,
teleseminars, workshops, newsletters, speaking gigs, and other ways to create visibility is what
every successful coach does.
4. Credibility - coaches with impressive testimonials, success stories, and information products
demonstrating their expertise are much more likely to stand out than the ones without any of the
above.
Even if you work within a specialized field, there may be other coaches who to target your clients.
They're doing just as much marketing as you do, and possess a great amount of credibility. How
do you make yourself unique in this environment? The only way to avoid direct "competition" is to
understand and implement the fifth factor.
5. Personality - some clients will be attracted to you because of your personality. They will not be
happy with any other coach out there. So, if you have certain traits that define you (e.g. action-
oriented, patient, aggressive, funny, compassionate, etc.) bring them out in your writings and
marketing materials. This will make you unique, attract your ideal clients, and eliminate any
"competition" - because there is no one else just like you!
Warmly,
Milana Leshinsky #1 Provider of Business Tools for Coaching Entrepreneurs
http://www.milana.com
Coaching Millions
Gift for Book Readers
How to Find a Diamond in the Rough"
There is a "diamond in the rough" in your niche. Here are 9 simple ways to find it:
1. Find 3-5 products and services offered in your niche and write down what problems they're
solving.
2. Find 3-5 direct competitors in your niche and write down how each of them is different from
you. Also notice anything that they're doing and that you could be offering to your clients.
3. Find 3-5 organizations whose 80% of members represent your target audience and look
through their conference topics and other materials on the web site. Attend one industry
convention.
4. Find and review 3-5 magazines whose 80% of readers represent your target audience.
5. Find and review 3-5 books written specifically for your target audience.
6. Find and listen to any radio or TV shows geared specifically toward your target audience
7. Interview at least 5 people in your target audience asking them about their biggest problems.
8. Find 3-5 online message boards where your target audience posts questions.
9. List at least 5 article topics you can write specifically for your target audience.
As you conduct and review the results of your research, notice any potential profit centers,
observations, and opportunities in marketing to this audience. Also, notice anything that may
become an obstacle in your marketing.
Warmly,
Milana Leshinsky #1 Provider of Business Tools for Coaching Entrepreneurs
http://www.milana.com
Coaching Millions
Gift for Book Readers
Coaching Process"
The first step in your product "funnel" should NEVER be coaching. You want people to *ask* you
for coaching. That's how you will never get any objections to your fees and can comfortably
choose your ideal clients.
What should your first step be?
- an e-book
- an audio program
- a membership site
- a teleseminar
...or any other product that creates the need for coaching and implementation support.
Here's an *advanced* tip:
Each of your products has to teach one of the steps in your coaching process. For example, one
of the steps in my coaching process is residual income. I teach my clients how to generate
residual revenue with their expertise.
So, I developed a product called "Membership Web Site Secrets." It tells you everything you need
to know about starting a membership-based coaching web site. Even though it's packed with my
best tips and information on this topic, I still have people who ask for coaching support and
individual strategy development for their business.
If I tried to sell membership site coaching, people wouldn't get it! They would have no idea what I
am talking about. But, because these customers have already been exposed to my product, they
come pre-sold on my coaching services. I don't have to convince them that I am the best person
to support them in this area.
So let me ask you a couple of questions:
- What are the steps in your coaching process?
- Do you have a "mini-product" that *teachers* each step?
- Do you let customers know that they can get further support?
Selling coaching is much harder when you lead with it. Lead with a product, create a need for
coaching, and you will see a huge difference in how many clients come to you!
Warmly,
Milana Leshinsky
#1 Provider of Business Tools for Coaching Entrepreneurs
http://www.milana.com
- 1-1 coaching
- group coaching
- live and virtual events
- info-products
- membership site or coaching club
You don't have to offer all of these formats. Each step in your process, however, should have a
product that teaches people how to do it. Using earlier example:
1) Think "marketing" before you write the book
Product: "How to Plan a Best-Selling Book" (audio CD)
2) Write a book people want to read
Product: Six Weeks to Writing a Best-Seller (group coaching program)
3) Create a dynamite 30-day launch strategy
Product: Best-Seller Bootcamp (live event)
As you can see, having these three products in place creates a natural path of growth for your
clients.
Once you establish your "core" path of growth, you can add other products (e.g. membership site
or a coaching club to support your customers; or, joint venture products that fit your process).
Creating your core product funnel first, however, makes it much easier to operate your business.
Also, if 1-on-1 coaching is something you enjoy doing, you can make it available to your most
advanced clients at premium rates.
====================
III. Marketing Funnel
====================
Once you have your products in place, you want to lay out a marketing map. To make it easier,
here are some questions you should answer:
1. How do you generate leads?
2. What is the entry point for your prospects?
3. What strategies do you need to have in place to take people from one product to the next?
There are only four ways to market an expertise-based business today:
- search engines
- speaking
- writing
- joint ventures
For example, if you're a book coach, you could create a free teleseminar teaching the basics of
self-publishing.
Coaching Millions
Gift for Book Readers
What is Your Highest Payoff?"
Have you ever experienced "the curse" of being an entrepreneur?
Ideas are everywhere!
They're coming to you from books, CDs, seminars, interviews, mastermind groups, and your
coach.
The only thing you can do is learn to manage your ideas effectively.
So, how do I decide which idea or project is most viable for me? Today I will share with you my
personal project selection criteria. I hope you find it useful!
1. What kind of return on investment can you expect?
I'd have to invest time and money into any project I decide to work on. I want to know that it's
going to be all worth it at the end.
2. How quickly can you get it off the ground?
Unless it's a project with a huge return on investment, I don't want to spend too much time on it.
My book, for example, took me over 2 years to write and it's finally coming out in a few weeks. It
started out as a collection of articles and newsletters. I then hired a ghostwriter--a former New
York Times reporter--to assemble and edit it. (Biggest mistake, by the way! He "stripped" my
book of my voice, and I had to spend another six months putting my voice back into it!)
The time investment, however, was worth it here because it's a high payoff project that will last
me for many years.
For the most part, many of my successful projects take up to 30 days to develop or put into place.
Sometimes I invest a day into a project that generates as much revenue as my one-year salary
before I quit my job (HINT: a joint venture!).
3. Does it have any leverage and re-purposing?
"Get the most out of what you've got" -- great motto I learned the hard way, when I was still
designing full-blown web sites for $200-$300. I like to feel productive. Any time I can say that I am
"killing two birds with one stone" is a sign of a great project for me!
4. Do you have or can you develop a "back-end" product for it?
This is a big point--pay attention! Many times I come up with an idea, which is a "bright shiny
object." It looks great, it sounds interesting, but it's a stand-alone product. In other words, I don't
have anything else to sell to the same group of people.
Getting buyers takes a lot of effort, so if they buy one product, I want to be able to offer them
something else. (That's why you always hear the words "product funnel" in marketing.) Unless
you have or can find a way to develop a second product or program, it might make sense to drop
this project altogether.
5. What kind of resources do you need to make it happen (people, research, tools)?
Sometimes I find that I need to partner with someone else to work on a project effectively. Or
perhaps I need to invest time into further research, or money into new software or equipment. I
will only do this if I know the project will bring significant results to my market and my business.
Trivial products bring trivial rewards.
6. Is it going to solve a big problem?
Creating a product or program that is too narrow-focused, or that solves a very general problem is
not best use of your time. Not only will you not generate any revenue with it, but you will also
waste valuable time and energy you could've put into a more important and valuable project.
7. Will it generate revenue for your customers?
This may not necessarily apply to life coaches, but it is a key point for business, executive and
career coaches! Any time you can create something that will generate revenue not just for you,
but also for your clients and customers, it is a winning project. In other words, create something
that your customers can use to increase their in/come.
8. What is the potential size of the customer base and can you easily reach them?
I always want to know that there is a sizable audience waiting for my product or program, and that
I'll be able to quickly and easily reach them. It doesn't have to be your own database, you can
form strategic alliances with companies who already have a mailing list of the people you're trying
to reach.
Many times companies want to offer something to their customer database, but don't know how
or don't want to actually develop it.
9. Can it take off and function on its own once you launch it?
I come up with new projects all the time, so I need to know that I don't have to "babysit" any
specific product. If it fits in my "funnel" then it will automatically be promoted through my other
products and services. Or, I could set up a pay-per-click ad on Google and generate traffic to it
that way. Either way I want my products to become self-marketed after the initial launch.
10. How congruent is it with your overall message?
A project must fit into my message. For example, "The Apprentice" is fun to watch on TV, but it
would be incongruent for me to develop a product on how to become Donald Trump's next
apprentice. Grueling work hours, being on standby 24 hours a day, and hearing Donald Trump
issue commands is not my idea of a great lifestyle. It might be someone else's though :)
11. Are you passionate enough about it to create a compelling marketing campaign?
Creating a product and not taking the time to create an effective marketing strategy simply
doesn't make sense. I always plan the marketing before I develop my products. Many times I'll
even create a web site before I start working on the project itself. If I am stuck and don't feel
inspired to create the web site, I may cancel the project completely.
12. Will it help you accomplish your long-term goals faster?
I have some very specific goals for the next 12 months. If a project will not bring me closer to my
goals, it will become a major distraction and sabotage my success. Of course, sometimes a
project comes along that doesn't fit these criteria, but feels like I can't let it go. I sit down and
analyze why I am so excited about it and decide how to proceed next.
So there you have it!
Do you have your own list of criteria for choosing the right project? Take a look at all you've got
on your plate right now and ask yourself these questions:
- Where is the highest payoff?
- Which project is going to take the least amount of time and bring the most revenue into my
business?
- What am I most excited about right now?
- What are my 12-month goals?
Many entrepreneurs tend to go into different directions, while the best thing is to choose your
"biggest payoff project" and focus on it until you make it happen!
Warmly,
Milana Leshinsky
#1 Provider of Business Tools for Coaching Entrepreneurs
http://www.milana.com
Coaching Millions
Gift for Book Readers
Funnels and Levels of Access"
Most people tend to complicate things when it comes to building a business. I found that the
simpler I can keep it for my clients and myself, the faster and more successfully we can build it.
If you've been feeling like your business is "all over the map," I'd like to suggest putting in place
these three elements - it will make a huge difference in how you operate and to your bottom line.
Now on to the simple coaching business model.
==========================================================
By the way, if you prefer listening, here's the recorded version of this e-mail:
http://www.milana.com/audiofiles/businessmodel.mp3
(play time: 5 minutes)
==========================================================
I. First, create a client process
II. Then create levels of access to you
III. Finally, create a marketing funnel
These three things work together to create a business. Let's take a look at each one.
=================
I. Client Process
=================
This is the "spine" of your business. Everything else stems directly from answers to these
questions:
1. What's the biggest value people get from you?
Example: Being able to self-publish a bestseller quickly and easily
2. What steps do you take your clients through to help them achieve it?
Example:
1) Think "marketing" before you write the book
2) Write a book people want to read
3) Create a dynamite 30-day launch strategy
Once you outline the process, you become very clear about your message. Everything you do
(write, speak, create, conduct, etc.) will fall under one of these steps.
=================
II. Product Funnel
=================
How do you deliver value?
From there, you could write a 7-part e-course on self-publishing and automatically send it to
everyone who attends your teleseminar. Of course, in every segment of your e-course you would
invite people to purchase your audio CD, enroll into your group coaching program, or join your
bootcamp, depending on where they are in the process.
You could then identify business owners who work with new authors and hold the same
teleseminar on self-publishing specifically for their group.
If writing is your game, then you could market your entire business with articles and a blog. If you
love speaking, get yourself in front of many targeted groups and introduce your solutions to them.
There are many other strategies you can build into your marketing funnel. What I suggest is
focusing on your most enjoyable activities and let your passion take its course.
I hope this was helpful and I would love to hear from you!
Warmly,
Milana Leshinsky
#1 Provider of Business Tools for Coaching Entrepreneurs
http://www.milana.com
Coaching Millions
Gift for Book Readers
How to Enroll into 125K Coaching Program"
Over the weekend I attended what is going to become my most memorable event.
I was stuck in "stand still" traffic for two hours on my way there, and I just kept thinking to myself:
"This event better be worth it!"
It was worth ten times more!
After the main presentations were over, I found myself sitting at a dinner table with entrepreneurs.
They were discussing coaching.
I was so mad at myself for not bringing the extra batteries for my digital recorder! You simply
wouldn't believe what I heard there.
Next to me were four entrepreneurs who were enrolling clients into their coaching programs
between 10 and 125 thousand dollars per person.
After "fixing my jaw" and getting over my initial shock, I started asking questions.
============================================
If you prefer listening to this e-mail, here's the recorded version:
http://www.milana.com/audiofiles/inshock_coaching_milana.mp3
(Play time: 7 minutes)
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I spent five hours at that table, and when I went up to my hotel room at 1 AM in the morning, I
was a brand new person. I felt like I was stretched to new possibilities that were closed to me
before.
At first, I questioned what kind of a person would be willing to pay that much for
coaching...Celebrities? Politicians? Millionaires?
Not at all.
These were business owners and regular individuals who understood that the return on their
investment -- whether financial or personal -- would be at least ten times greater than what they
pay.
At one point I was challenged and became very uncomfortable with the conversation. From the
outside it probably looked like we were having an argument. I wasn't ready to accept what they
were telling me. I felt angry that I couldn't see myself do what they were doing.
I went up to my hotel room and couldn't fall asleep for several hours.
There were a few significant shifts that kept me awake:
1. Most coaches offer coaching on the "front end" as their primary product. Charging a lot of
money early in the relationship is very difficult, so you end up settling for less. The entrepreneurs
I was having dinner with offered coaching on the "back-end," after establishing their credibility
through other products and services.
2. Traditional coaching relationship consists of 3-4 phone meetings a month and some e-mail
support between the calls. These entrepreneurs offered much more. They created a
transformational experience for their clients. In addition to the calls, they would create learning
and growing opportunities through "fieldtrips," retreats, weekends, seminars, mastermind, and
lifestyle design tools.
3. They have zero refund requests, and their coaching programs create huge value for their
clients. "Creating value" is something I heard a lot at that table. These people are not selling
gimmicks or "magic pills" - they are all "kick-butt" coaches and will not let their clients fail. Even
without all the add-ons like retreats and seminars, their clients would've gotten a great amount of
value.
4. When you hear these people talk, it's clear that they have a completely different mindset. They
attract big thinkers and ambitious clients who are ready to change their lives now, and are willing
to do whatever it takes to see results.
6. How do you get into conversations like the one I experienced on a regular basis? It's very
simple, really. You can either go to events for entrepreneurs and business owners, or become a
part of a mastermind group. These conversations will transform you into a confident ambitious
and successful coaching entrepreneur. And that is what attracts high-end clients. And by the way,
all these people constantly invest into their own growth and learning opportunities. For example, if
I didn't go to this event, I wouldn't be sharing this with you!
Questions to ask yourself...
- Have you been playing small for too long?
- Are you surrounded by people who are playing big and stretching you to the next level?
- Is coaching your only product?
- If you offer information products or deliver your expertise through workshops, do your customers
or attendees see your coaching as the next step to reaching their goal? They have to see it as a
natural extension of what your product or your workshop was teaching.
The biggest ah-ha I got from that 5-hour dinner mastermind was that it's just about making a
decision to play on a bigger level. Yes, you need to be around people who think like that, who talk
like that, and who live it every day. But over time you start thinking like them and attract clients
who simply pay you because you are YOU.
Hope this was helpful,
Reporting live from "Milana's Headquarters"...
Milana Leshinsky
#1 Provider of Business Tools for Coaching Entrepreneurs
http://www.milana.com
Coaching Millions
Gift for Book Readers
3 Steps to Your First Product"
It amazes me how many coaches and entrepreneurs still don't have products.
In my own business, learning to create and market my own coaching products is the one thing
that has made the biggest financial difference for me.
But creating my first product was P-A-I-N-F-U-L!
Every night after work and playing with my son, I'd go to my computer and write, organize, edit,
re-write, re-organize, re-editI started from scratch at least two times.
It took me THREE agonizing months to complete.
And yet today, I can develop a new product in less than a week, sometimes in just a few hours.
Want to know how I do it?
Here's exactly how I do it, and how you can do it too...
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If you prefer listening to this e-mail, here's the audio recording for your convenience:
http://www.milana.com/audiofiles/fast_product_formula.mp3
(Play time: 2.5 minutes)
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Milana's "3-Step Product Formula"
1. First, start with an idea.
The idea has to come from a need you see in your market. I haven't done much research about
this particular idea, but I can tell you that I spent weeks looking for a coaching program I can use
with my 12-year old. It simply doesn't exist. There are plenty of programs for older teenagers, but
there is nothing for the younger level. (I am not an expert on coaching young kids, so I would love
for someone to create this program!)
2. Second, create an outline.
Let's pretend that you are creating an audio program for pre-teens. What you do is create a
survey to find out what their parents want. Their answers to your questions will become the basis
for your program.
3. Third, present the program live.
You could certainly spend weeks or months developing your audio program. But it's much easier
to hold it live for the people who took your survey, and for other people on your mailing list. Going
back to the coaching program for pre-teens, you could invite both, the parents AND their kids to
attend the live calls. At the end of each call have a "Question and Answer" session, and of
course, record everything. By the time your program is completed, you will have a full-blown
audio product you can sell. You could also add a workbook and a quiz to make the product more
interactive.
That's it!
The whole process should take you no more than a week to complete your product. And, if you
have access to a mailing list of people who are interested in the topic, you could even charge
them to attend your live program and generate revenue at the same time.
See how simple it is?
Let nothing hold you back.
Your coaching resource,
Milana Leshinsky
#1 Provider of Business Tools for Coaching Entrepreneurs
http://www.milana.com
P.S. By the way, since I couldn't find a good program for my own pre-teen son, I decided to
have him listen to some of the best CDs on success and then hold a thought-provoking
discussion about what he heard :)
Coaching Millions
Gift for Book Readers
6 Step Formula to Creating Your Own Copy"
Do you know what's one of your most profitable skills as a coach and entrepreneur?
It's being able to write your own copy.
You either make money or save money by mastering this skill. You make it if you become really
good at it; and you save it if you can come up with a rough draft and pass it on to an expert for
improvement.
I discovered this early on in my business and even though I haven't completely mastered the skill,
it always saves me a lot of time, money and frustration just being able to pass the rough draft to
my copywriter.
Many people struggle even with the rough draft, so let me give you a simple formula to follow,
which is going to make a huge difference in your business.
=============================================
If you prefer listening to this e-mail, here's the
recorded version in mp3 format:
http://www.milana.com/audiofiles/easy_copy_formula_ia.mp3
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One of the missions of a coach is to find out the strength and unique ability of a client and to
nurture and strengthen it.
My 12-year old son claims to be consistently bored with the anything that has to do with business,
coaching, marketing or anything else I attempt to teach him. So when I saw him spend 40
minutes working on something with total focus and great interest, I took notice!
The task was to write a sales letter for any product of his choice. He chose to sell Sony
Playstation 2 and in less than an hour punched out his very first copy.
When he was finished, I asked him why he thought he enjoyed this so much (besides writing
about the product he was passionate about).
He gave me three reasons:
1) He felt it came out easily out of him... 2) He enjoyed the freedom of creativity this allowed him
to express... 3) He had a formula to follow!
When I first thought of giving him this exercise, I pulled out a copy of my favorite book on
copywriting, "The Ultimate Sales Letter" by Dan Kennedy. But then I thought, there is no way he
was going to read it at this point. I needed something easier and more straight-forward for him to
follow.
So I came up with a quick formula that was basically like paint-by-numbers. And that's what made
it so easy and almost effortless for him to write it.
Here's the formula I gave my son to follow:
Coaching Millions
Gift for Book Readers
Its 6 AM and I Cant Stop Reading"
It's 6 o'clock in the morning and I can't stop reading...
I've been literally "glued" to the screen for the last half hour in disbelief that anyone can write this
well.
I scroll to the bottom to see who wrote it, and see the name of Gary Halbert, one of the greatest
copywriters of our times who sadly passed away earlier this year.
You asked me for specific examples of great copywriting?
Well...This is it.
The biggest lesson to learn from this copy is the importance of storytelling. The entire letter is
based on a story of two hypothetical men who escape Cuba and wash up on the shores of
Florida.
Take a look at your own web site right now.
- Do you have a story to tell?
- Can your prospects learn from your story?
- Can you incorporate a story about your life, business, career, health, relationship, school,
parents, friends, obstacles, success, dreams, goals, lessons learned, or anything else that
will help your reader connect with you?
There are many ways you can write a compelling copy.
Storytelling is the only one that can create real personal emotion and make your prospect reach
for their credit card.
Warmly,
Milana Leshinsky
#1 Provider of Business Tools for Coaching Entrepreneurs
http://www.milana.com
Coaching Millions
Gift for Book Readers
Your Coaching Clients Will Never Let You Go If..."
When I first hired my coach, I couldn't afford him.
His monthly fee was higher than my mortgage at the time and I couldn't even tell my husband
about it.
But I had a plan.
I really liked the ideas he shared with me about my business. I kept recording our sessions and
taking notes every time we talked. My secret plan was to "pick" his brain for a couple of months
then let him go.
It is now 3 years later, and he is still my coach.
How did this happen?
Why didn't I stick to my original plan of letting him go after "squeezing" all ideas out of him?
I'll share with you in minute.
============================================
If you prefer listening to this e-mail, here's an mp3 recording for your convenience:
http://www.milana.com/audiofiles/lifetimecoachingclients.mp3
=============================================
So how did my coach keep me as a client beyond the first few months, in spite of the fact that I
couldn't afford him and planned to let him go quickly?
There were 3 things that kept me coming back:
1. He always has an exciting vision for me, the next step for me to grow and improve. I never feel
like our relationship stagnated or that there is nothing else he can offer me. He always sees the
big picture of where I can go, and that excites me.
2. He has a deep industry knowledge and experience, which makes him indispensable to me.
When I worked with other coaches (who were business generalists) I always felt like I needed to
educate them about what I am doing. My coach is a true mentor. He knows the industry really
well and is much more valuable to me because of that. I also happen to know that if he's new to
the industry his client is working in, he makes it his business to learn about it and become really
familiar with it; sometimes even more so than his client.
3. He truly cares about my success and goes beyond the traditional 3-4 calls a month. He creates
opportunities and experiences for me that allow me to grow and stretch. He finds resources that
help me accelerate my success.
Take a look at your current client relationships...
- Can you add more opportunities for your clients to experience growth?
- Have you thought about where your clients are going beyond their current projects and
mindset?
- What would the "ultimate client experience" look like for you?
Not only will your clients love you and stay with you for a long time, but they will also be willing to
pay you more. I pay my coach 3-5 times more than any average coaching fee because he's not
just my coach--he's my vehicle to extraordinary success.
Warmly,
Milana Leshinsky
#1 Provider of Business Tools for Coaching Entrepreneurs
http://www.milana.com
P.S. By the way, my coach keeps his client relationships confidential, so please do not ask me to
share his name :) What I am inviting you to do here is to take a look at how you can offer just a
little more to your clients and raise your fees.
www.CoachingMillions.com | www.CoachingBusinessMastery.com
Have a niche? Have a list? Here are the 18 ways you can make thousands of
dollars with coaching in the next 48 hours:
1.
2.
3.
Group Coaching For the Next Step. Again, you would get together
with a group of people on the phone just like in the previous Group
Coaching format. The difference here is that you would create a program
that helps them implement the next step. For example, if your product
teaches people how to start a business, the coaching program could help
them manage their business. Think about what problem your product
creates and develop a coaching program to support your customer in the
next step.
4.
5.
www.CoachingMillions.com | www.CoachingBusinessMastery.com
exchange for the royalty fees. You can help them spread the word about
their message and their concept.
6.
7.
8.
Coaching Retreat. These are very popular and youll see them in
any field right now: real estate retreats, entrepreneurial retreats, and
executive retreats. What happens during these days is usually a
combination of relaxing, getting away from the office, and learning and
being coached and learning from their peers. There are several types of
retreats and thats what Im going to talk about next.
9.
10.
www.CoachingMillions.com | www.CoachingBusinessMastery.com
11.
12.
13.
14.
15.
www.CoachingMillions.com | www.CoachingBusinessMastery.com
17.
18.
www.CoachingMillions.com | www.CoachingBusinessMastery.com
www.CoachingMillions.com | www.CoachingBusinessMastery.com