Expert-Secrets full book

invested in themselves. They heard the exact same information and, because
they had invested money to be there, turned that same information into multimillion-dollar-a-year
companies.
Yes, those who pay, pay attention—and the more they pay, the closer
attention they pay. You are actually doing your audience a huge disservice if you
undervalue what you are selling.
Second, the more success you have, the less time you will have. I remember
when I first started, how proud I was that I answered all my customer support
emails and talked (often for hours) to everyone who asked me a question. I
thought I was serving my audience, but because of how accessible I was to
everyone, I wasn’t able to serve many people at all. You will need to put up
barriers to protect your time, so you can serve more people. By charging for
what you do, you are showing those who do invest how much you really care
about their success.
Rule #6: Offer them value from their perceived relationship with you.
They’ve subscribed to your list, they read your blog and listen to your podcast—
they’re hearing from you all the time. They want to see some sort of value in
return for the time they are spending with you. And they want to get value as
THEY define it.
One big mistake we experts often make is trying to apply what WE value
most as OTHERS’ standard for success. We are quick to define the value as
some result we assume they are seeking, like “Make a million dollars” or “Lose
50 pounds”. But that’s not always how they define the value they want to get.
Sometimes they just want to be part of a community. Sometimes they just want
to get to know you. Some people love to consume and learn, and that’s how they
feel they get value. We can’t push our definition of value on them. We have to
allow them to feel that in the way THEY define.
I remember back when I joined my first mastermind group. We were at
lunch, and my mentor, Bill Glazer, and I were discussing this topic. He said:
You have to realize that people join mastermind groups for different
reasons. Some people come because they want an immediate return on
their investment, while others are there just to learn. Others come
because they want to show off. Some people want community. And
some just don’t have anything better to do. If you try to force
“success” as you see it on them when they really just want to be part of
your community or they just love learning, it’s easy to alienate people
from your tribe. They have to get value as they define it.