Expert-Secrets full book

I was a little shocked, but she had my interest. “What do you mean?”
She went on to say that what we do each month is the equivalent of creating
a Broadway show. “You hire the best screenwriters in the world. You hire the
best actors. You practice for months, then you open the show in downtown
Boise, Idaho. (Because that’s where you happen to live and you spend a month
promoting it.) You open the show to a sold-out crowd and they give you a
standing ovation. That night after the show is done, you pull everything down
and start writing your next play to open next month in the same auditorium in
Boise.”
I kinda laughed nervously, then asked, “Okay, then what should I be doing?
What would you do differently?”
“I take companies like yours that have an awesome show in Boise—I take
them on the road. I take that show to Chicago, to New York, to LA, and I keep
running it until it stops making money.”
I realized then and there what I was doing wrong. I needed to learn how to
take my show on the road. In other words, learn how to drive more traffic to the
same webinar every week. After I understood that principle, I sketched out a
model, and told my team I was going to stick to this model for the next 12
months. This is what it looked like.
This model is based on a live event schedule. My favorite day to do
webinars is Thursday, because then I have adequate time to promote it during the
week.
I start my promotions on Monday and keep pushing hard until Thursday
before the webinar. I send emails. I drive Facebook ads. I work with joint
venture partners, and a whole bunch of other activities that drive traffic to my