ExpertsAcademy-2-BlueprintTranscript.pdf

Empire Builders Blueprint

Brendon:

have to create something for them. In this

industry we have to build a relevant brand,

which I will re-define for most of you today,

based on our Woe to Win Story, which I will

describe.

Here is the framework of this entire weekend

that I built this entire weekend around. I’m going

to teach you a couple of things here, very simple

and very basic.

We have to create something for them to buy; a

product or a program, like a seminar or a

workshop or a speech, or a coaching program.

One, I’m going to teach, there are 12 things

here, but there are four buckets within it.

First, I taught you that you have got to relate and

create, right. So I’m going to teach you to relate

with your audience differently, by targeting your

customer, understanding their buyer behavior,

determining key value levers. That's the first

piece.

Then once we have created that, we have got to

create an infrastructure, something that is a

business, a way to operate and sell. Maybe you

have done this process before in some way, but

it was ad hoc, and you didn't know how it was to

be you organized.

The first piece is teaching you to relate, because

I thought well, how do we begin the expert

journey? Well, the expert journey is knowing

your customer. It's, you have your passion, you

have the things you love, but you have a

passion to serve somebody.

So no matter where you are at, if you are

extremely advanced, you’re going to love this

today. If you’re just starting you’re going to love

it also; it's the same journey that we are all on.

We are all in the same journey.

It's about, who we want to serve, how we relate

and understand them and what we create for

them. Once we have done that, we enter work

stream two, which is, now we have to campaign

it.

Once you know who that somebody is, you go

and you say here's my customer I understand

their buying behavior and what they buy. I

understand what I call their key value levers

don't worry I will break this all out.

We have catered it its awesome. We know it will

serve, now we have got to get it out to the world,

we have to campaign, we have to campaign.

That's what this weekend is all about.

Once we relate it to them in a way we

understand them and their needs and their

ambitions, now we know how to serve them.

Once we understand how to serve them, we

So what do we do? We have got to build

specific promotions. We have to get some

partners behind us. We have got to send out all

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that see how it works and fine tune. Then we

have got to follow up to keep bringing them

down into the funnel, into the business. That's

the whole piece about campaigning.

Guess what, I came up with a webinar for that.

So I had my five things.

Then those five things became the eight things,

that I told you about earlier, the eight things

highly paid experts do, and I made a couple of

hundred thousand dollars off of teaching that. It

was like, wow, that's really valuable, but there's

more.

Then the last piece to all this is monetizing it,

understanding how to build the business with it.

So it's making sure that we are doing specific

things to help the industry understand your

excellence points.

So you keep thinking, what else, what else, what

else, what else, and then boom, here's the

whole picture, beginning to end.

It's making sure that once they come into the

funnel, we keep sailing deeper, but at some

point, as I showed you with digging that

opportunity pool with Partnership Seminar, at

some point I have sailed as deep as I can there,

I need to broaden my services, where Experts

Academy comes into play.

That's a powerful thing to do in your frameworks

too, the beginning to end that you are

sequencing intelligently that when you wrote

down leadership, there is a reason that's one.

So that's what you are all doing, is you are going

to figure out, okay, we are going to teach you to

find your customer, create something specific for

them.

There is a reason that's two. There is a reason

that's three. There is a reason that's four.

There is a reason that's five. You explain that to

people why you have to have that in that order,

for example, but it all begins with your

frameworks, which is what we will be covering

after lunch. Cool.

Once we do that, we are going to teach you how

to campaign, get your message out to the world,

and we are going to show you how to monetize

it over and over and over again, so that you

don't have these troughs, instead you just have

a steady build, a steady build.

Audience:

Yes.

Brendon:

Will I and everyone in this room have ups and

downs, yes or no?

How many people had a great framework just

come in your mind as you are writing this down?

Say yes.

Audience: Yes.

Audience:

Yes.

Brendon:

Totally. We will always have those. Now we

can be more intelligent about where those come

into play and understand why they happen.

That will be in the monetizing piece too.

Do you like that opportunity? All you have to do

is sit down, create, create, create, and then you

just have to piece it together with your

framework. Then you have to send it out to the

world.

So there is my framework, because I thought,

okay, how do we take someone who is starting,

or even advanced, what are my five keys, and

that's how I started. I thought, what's the five

keys for building an expert empire?

Let them know it's important and it's powerful for

them, and monetize it, which we’re going to

teach.

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At the basic again is, positioning with you and

your content, packaging, which we talked about,

piecing

Brendon:

altogether,

and

then

promoting

At some point you just decide, this is my day.

Today is the day that I take all this information

and finally start putting it in practice. Because,

when I teach you this framework this afternoon, I

can teach you the process and I can show you

the interconnectivity.

intelligently.

Can you all do this, yes or no?

Audience:

Yes.

Brendon:

I can show you everything, but if you don't come

from a perspective of deep desire that says I

must learn this, I must learn this now, and then

we are never going to get the heart of you out

into the world.

You just wrote down the 5 keys to something, in

what, 30 seconds. What if you focused a day or

two in creating that was 30 seconds. What if

you spend a day or two, a week, a month, two

months or a year in your area and you came up

with the killer framework?

That's what I want for you. I want you to decide

that this is your day, that it is your time. Say it's

my time.

If you heard none of these frameworks were that

powerful or advanced, well E-6 my leadership

framework, isn't that whiz-bang, but the way I

put it together was.

Audience:

It's my time.

Brendon:

It’s the same with Stephen Covey's work; Tony's

work and with Fortune 500 organizations they’re

piecing it together intelligently and strategically.

Before we leave I’m going to do a little activity

with you, of just getting you back engaged. I

want you to commit everyday that you hear

today is that day, that it is your time, because

nothing is preventing you from doing this.

At the end of the day though, you all created that

in, what, 30 seconds each, so do you

understand the power of -- this is why we have

got to get you back to your roots as creators.

Once you have all the tools and techniques, it's

just your own mind. How many people are

ready to mess with their minds? Say yes.

That was probably for some of you more time

that you spent thinking about a topic than you

spend months, because you are running the

race. We have got to get you back to your

quarter. Say I’m a creator.

Audience:

Yes.

Brendon:

It's your time to do that anyway. So here's what

we are going to do before we take a break. Let

me explain to you how the break is going to

work, but when we leave, here's what we are

going to do every time we leave this room.

Audience:

I’m a creator.

Brendon:

Creators, is this your time?

Audience:

Yes.

I will have you all stand up and make a

declaration, a public declaration, that this is your

day, a very public declaration.

Brendon:

Is this your time?

Audience:

Yes.

So we’ll all stand up. I will start clapping, you

will keep up with me as we clap, and then I will

march. Then I’m going to have you reach back

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cyclically for yourselves and grab that thing that

you have put back here.

world is going to be like -- because that's why

you won't make any money.

What I mean by that is, all of us put certain

things on hold, mentally, physically, in the real

world, we put this thing on hold because we

think well, I have got to wait till I have credibility,

or I have got to wait till the timing is right, I have

got to wait, so we put this thing.

You have got to take your information, your

knowledge, your passion and today is the day so

put it out.

Can you do that, yes?

So I’m curious to hear some insights that you

might have had, an idea, or just a lesson you

took, you’re like that clicked for me.

•

Maybe it's a topic for you.

•

Maybe it's that book.

•

Maybe it's that seminar.

What did you learn here today? I’m curious to

hear a few shout-outs. What's your name?

•

Maybe it's that product you know you

could create in a weekend, if you just

focus.

Andre:

My name is Andre.

It's that thing, it's that desire, it's that dream, and

I want you to grab that thing. I want you to be

just fired up about grabbing this thing and

putting it back into the world today.

Brendon:

Oh everyone say hey, Andre!

Audience: Hey Andre!

Andre:

So what we will do is, we will clap and we will

march, but then we will reach the back, and we

are going to grab this with real raw emotion

inside. Like oh, I want to get this out to the

world. So we will be like oh, and then we are

going to tell the world, today is the day.

What I learned today is that, you are really real.

I deal with a lot of fake people but you are really

real. I’m learning that I should have been a

millionaire a long time ago. It is my fault.

Brendon:

There are two ways to do it.

Wow, for Andre. Good man 1- 2- 3 that was

good! You sucked the energy from behind me

and -- that was great. You guys rock.

One is to go through the motions.

The other one is to put it in your body

and be committed to this.

Yes, back over to this side. I’m sorry we’ll reach

somewhere else. Yes. Put your hands up.

Yes, over here. Right here. What's your name?

Because, at the end of the day, if you have all

the tools and techniques, but you can't get your

ass out of bed, because you’re not deeply

committed to it, it won't happen. Agreed- yes or

no?

Raul:

My name is Raul.

Brendon:

Everybody say hey Raul!

Audience:

Yes.

Audience: Hey Raul!

Brendon:

Say with me once more, hey Raul!

We have got to get to that place. So we will

clap, we will march, we will be like oh, today is

the day and we will toss it. When you toss it, the

Audience: Hey Raul!

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Raul:

Marc:

Hey, back to you. What I learned obviously is, I

already have everything that I need, the

knowledge, and just listening to you talking

about the diagram and the framework, and I’m

ready, I’m so ready. It's just so ridiculously like

doable. That's what I meant.

I learned a lot. I thought I knew what I was

doing until I came into the seminar. You know I

do this too, but it's amazing and it was worth it.

Brendon:

Yes, I hope one thing that comes out for

everybody is the realization of, the more playful

you are, the more people can develop a rapport

with you. They will feel that they will scope that

out so quickly, it's just like there is energy behind

it and you will feel it pull for them.

Brendon:

For Raul 1- 2- 3 say it's my time?

Audience:

It's my time.

Brendon:

You all got it its just time to put it together. Yes,

in the back.

Like sometimes when I get -- I remember I had a

private mastermind in January with some of our

Center Ring and Empire Group members.

Marc:

Marc Ostrofsky

I got too hard with one group member in front of

the group and I felt the energy go, like why are

you doing that, because it wasn't my natural

state, it wasn't my natural thing.

Brendon:

Hey, what's up Marc?

Audience:

Hey Marc!

Marc:

But I was doing it to get a certain reaction, but at

the same time its like, when people don't feel

that natural thing, there is like this pull away, that

you actually feel up here. If that happens over a

period of time, a day, two or three it's just like

you are drained.

I learned from you that you had a seminar on

how to get sponsorships, and you said you really

ought to come to my seminar Mark; that's when

we met with Rick Frishman.

I saw you in Calgary last week and you said you

really ought to come to the seminar so I came.

Until today when you said I have another

seminar on how to raise money. You tricked

me.

I meet so many people in this industry who --

they can't do four days. They can't even do a

one day workshop, and one of the reasons is

because they never learned to use their body or

their vocals in the right way. They never learned

to us their voice that can help them get through

four days.

Brendon:

I will teach you that process later on today.

Marc, what else did you learn this morning?

I mean, some people lose their voice after an

hour on the phone. Has anyone ever

experienced that? So what we have to do is

teach you to use your voice more intelligently,

which you will learn this weekend.

Marc:

Excuse me say it again.

Brendon:

If you are just being you, it's just like, boom, it's

unbelievable, the open. The more you learn to

open, the more people will respond to you and

come in. It's the most extraordinary thing. It's

What else did you learn this morning?

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