Category Archives: Marketing

The Million Dollar Session

If you had a client come to you and say,

“I have one million dollars that I need to spend with you in a single day. What will that day look like?”

What would you say?

The exercise of creating the million-dollar session can be very powerful for focusing yourself into everything you have to offer–all your superpowers and all your gifts.

How would your client need to prepare? How long beforehand?

How would you need to prepare? What pampering would you do with yourself? Would you have a chauffeur? Or would you arrive in a helicopter? Or would they come to you?

How would the experience go?

What senses would be involved?

What stages would the session have? How long would they take?

Where would it need to be? What ambience? What nature? What kind of building?

Don’t work in a vacuum

I have a friend who is brilliant at understanding one of society’s key problems.

He published a best-selling book about it and then spent years and a lot of money creating the perfect product to solve this very problem. He’s launching it with the very well-structured program.

And, it will not only not change people’s lives like he wishes, it won’t actually even sell.

I and many colleagues have spent months, sometimes years, devising systems to heal and support others and the planet, and very often, step out and begin marketing with great vigor only to find out:

Nobody cares!

Nobody wants to buy this big program you just created.

Nobody wants to sign up to the coaching program you devised.

Why not?

There can be a couple reasons.

The biggest?

You have not been in communication with your ‘target audience’. In fact, you don’t even know who they are. You haven’t spent time eyeball-to-eyeball asking them questions and digging into their real issues and concerns, nor do you understand the language they use to discuss them.

It’s not your fault, of course. You were not encouraged to understand your compatriots in school. You were told to do things alone and get things done without help (it was called cheating). The others were your competitors. Not sources of solutions for your problems.

This will kill you in real life and entrepreneurship.

If you don’t fix this thinking and ‘join the human race’, you can’t teach or give humanity much of anything.

You have to get in the trenches. Find a problem. Solve it for a few people. Find out that your system works. And then magnify it from there.

And you have to keep trying.

Most savvy marketers succeed with about 2/10 products that they launch. If they do better than that, it’s because they were constantly in contact with their market.

I knew my target market for years before I actually got serious commitment from any of them.

I spent years talking to them, revising my ideas, coming back and offering again. Over and over. Until it ‘clicked’.

And once it clicks, watch out!

(R)evolutionaries: do not design your products and services in a vacuum. Constantly be in communication with your market. Offer your stuff for free to get it really polished. Take your time to develop relationships with the people you want to help.

It’s vulnerable. It’s scary. You will hear things you don’t like. But it’s the way to success–as measured by pretty much every spiritual or ‘secular’ metric that exists.

Write a Love Letter

Remember when you used to get letters? Handwritten? Remember how that felt? [If not, imagine it ;)]

Someone took time out to write to you. Then they took the time to put a stamp on it and put it in the mailbox.

In just a few days, you received it!


We read them over and over. We pondered every word. We thought about what they were thinking.

And, more often than not, we wrote back.

And that was fine, because it took about a week for the mail to to get there and back. Correspondence went slowly. Not like an e-mail, where you can completely exhaust yourself of ideas going back and forth like ping-pong balls.

It was difficult for us letter-writers, when e-mail came along. All the sudden, we would write, send, and then, *bing!* a message came back! Now what? haha…kids these days.

But that’s not what I want to talk about. What I want to talk about is about helping your clients.

Why help clients?

That is how you get paid. And, you get a wonderful feeling from helping people.

Not enough clients?

Write a letter.

Sure, you can write an e-mail. But spend as much time, care, attention, and focus as if it were a letter. As if you were going to mail it and want someone you to read it with care.

What will you write?

You’ll write what your heart feels:

  • How you felt with them the last time
  • How much progress they made or what kind of experience you shared
  • What vision you see for them
  • What you would like them to experience

In other words, it is like a love letter. A deep, meaningful connection from you to them recalling the good times and inviting them back into an experience or deeper transformation with you.

This can work wonders.

It may not make everyone come back immediately.

But the energy it sends out to the universe attracts those who are ready and willing to do the very journey that you described. You can even use some of the things you wrote to describe your services or for future marketing copy.

No clients? Write a ‘love letter’ to your old clients every day and send it via e-mail and tell me about the results.


Using a Mailing List to Maximagnify Your Income

The #1 most important thing in your business are the people who come to give you money for services rendered. Right?

The second most important thing are leads. Meaning, people who might come to give you money for your services.

Both of these categories of people are found on your mailing list.

Your mailing list should consist of all the people who have ever had any level of contact with you OR have expressed interest in what you do.

That is your list.

Offering the people on your list things makes you money.

It’s that simple.

But what I see people do:

  1. No list at all
  2. Not ‘managing’ list (adding new contacts, growing constantly)
  3. Not communicating with the list ever
  4. Communicating “everything I’m about” every time you send an e-mail.

How to fix these:

  1. Get a list provider. DON’T just manage things on your own. Mailchimp works well.
  2. Provide enough value (webinars are a great way) to add 100 people to your list every month.
  3. Offer value to your list for free regularly (that isn’t your 1:1 time).
  4. Make powerful offers monthly or more to engage with you.