Think about it: America, in the year 2000… no one but a handful of old school diehards knew about kettlebells. They had been forgotten. No training materials existed, there were no workshops, NO kettlebell instructors in America. None, nada, not one. Anywhere.
 
Think about that some more!
 
Now, fast forward to 2012 and Google "kettlebells". When I did this myself a couple of minutes ago, the search pulled up 5,160,000 entries. From zilch to 5+ million in just twel years! And it all started with Dragon Door…
 
Enough said.
 
Yes, I am preaching to the choir here, but there is a deeper point: it is entirely because of two things that kettlebells have become the global phenomenon they are.
 
One: Pavel’s genius in providing the brilliant training resources.
 
Two: Dragon Door’s marketing campaign to launch the kettlebell revolution.
 
Without these two elements, "the thing of value" and "the communication of the value of the thing" you and I wouldn’t be talking here right now.
 
And I do believe I can save you a world of ongoing hurt and loss, by saving you now from all the mistakes I made. By giving you absolutely ALL of the major marketing insights and strategies that have worked for me and Dragon Door. Which I know can also work for you.
    

That brings me to absolutely one of my greatest frustrations about business and marketing: the difficulty of formulating, following and consistently implementing a kick-ass marketing plan that will keep yielding results day-in, day-out.
 
Just like you, I am swamped, deluged and constantly dragged down by the unremitting stream of daily tasks and urgencies. It’s the hardest thing in the world to remember that without good, consistent, daily marketing, my business is going to start going down the tubes.
 
And it’s the hardest thing in the world for me to carve out the necessary, crucial time to ensure that this marketing does get done.
 

The Marketing Mastermind Intensive: 
Implementation Will Be Everything!

 
Like you, I have never been able to go to any training where I could walk in and get a proven Marketing Masterplan I could take away with me and immediately implement every day in my business.
 
Which is why I have created this one-of-a-kind, very special Marekting Mastermind Intensive. It’s what I wish I could have attended myself, but no one has ever offered before. An opportunity to develop a highly personalized, highly practical plan—based on proven principles—to turbo-charge your business.
 
And frankly, I expect to benefit from this Marketing Mastermind Intensive just as much as you.
 
Because, in this extremely interactive retreat, every participant is going to work their butts off… Crafting their own personal, one-year marketing plan. In detail. A plan designed to generate results day-in, day-out, for them personally.
  

Go from a Battered Chevy to a Brand New Ferrari

I like to think that you’ll come in with the equivalent of an old, battered Chevy and will leave with the keys to a brand new Ferrari. How you drive your Ferrari will be up to you. That part we are not going to do for you. But you DO have the opportunity to drive out the door with that Ferrari…
 
To take full advantage of the "You As Hero" experience, the workshop will have numerous breakout sessions where will you be working with a partner or a group to discover the formulas, strategies and presentations that YOU should use to optimize your success in business over the coming years.
 
Many of you will be called to the front at a moment’s notice and asked to make a mini-presentation to the whole group on an aspect of your marketing plan.
  

Here is what I promise we will cover in the Intensive:

 

What is YOUR secret wealth? Who are you really and what you are failing to express about yourself—that could be the difference between mediocrity and success in your business? How best to identify your secret wealth? How to craft your findings into a cogent self-marketing plan?
 
There are, however, also some fatal mistakes you can make when deciding you need to be more "likeable". We will address these fatal mistakes upfront and make sure you know to avoid them!
 
What can you DO PRACTICALLY, day by day, week by week, month by month, to build yourself a highly likeable magnetic personality that has folk flocking to be your loyal customers?
 
Each of you will go through a unique process to help you unearth this secret "personality-wealth", refine it and understand the best vehicles for consistently communicating that personality to the outside world.
 
Summary: you will leave the workshop with your own one-year plan for systematically developing and communicating your value as a personality to others.
 
#2. How to Take Full Advantage of the Power of Social Proof—

That You Deliver Incomparable Value
 
The way people determine what is the best course of action is to find out what other people think is the best course of action. This is like a law of the universe.
 
It sounds so obvious, but it also kind of sticks in our craw, right?
 
We’d like to think that we go to a movie, read a book, choose a car, decide to have a tattoo or select a fitness trainer in some kind of self-sufficient, independent vacuum of a decision making process.
 
Well, independent as we like to think our decision making process to be, the reality is that we decide based on what others have already decided. We are social beings and we live in a social web of interactive messaging—never more than these days.
 
Given this evident reality—and the immense impact of Social Proof over our decision making—it boggles my mind to see how LITTLE most trainers use testimonials and reviews in a thorough, consistent, effective manner.
 
Where are the testimonials in your business? What kinds of testimonials should you be getting? How are you currently getting your testimonials? How are you currently using testimonials and reviews in your business?
 
In this segment, you will explore exactly what you need to do to fully take advantage of the incredible marketing power sitting in testimonials and reviews.
 
I am so going to hold all your feet to the fire on this one, to make sure you ALL leave firing on every cylinder when it comes to testimonials…
 
In fact, speaking of cylinders, adding the correct testimonial process to your business will be like jumping from four to eight cylinders, it’s that powerful!
 
What can you DO PRACTICALLY, day by day, week by week, month by month, to generate a raging torrent of testimonials that drives a flood of new customers through your door, on a never-ceasing basis?
 
In this workshop, discover the right formula for YOU to open the testimonial faucet in YOUR business—and keep it at full power.
 
Summary: you will leave the workshop with your own one-year plan for the systematic generation of a continuous flow of new customers thanks to testimonials and reviews.
  

 

All But a Thief or a Sociopath Feel Compelled to Do Business with You
 
Give that you will receive.
 
The more you give, the more you will receive.
 
This ancient and powerful spiritual truth is also one of the most easily misunderstood and most often abused. Particularly when it comes to marketing yourself and communicating your value to others.
 
As humans, we are hard-wired to respond to an act of generosity with a reciprocal gift. We feel uncomfortable to be beholden.
 
We all know this. We all do this. We all have this done to us. Reciprocity is deeply woven into our lives.
 
However, when it comes to the skillful and ethical use of reciprocity to persuade a person to do business with you, there is a world of difference between the casual recognition of reciprocity’s power and the systematic application of reciprocity in your business.
 
The haphazard and casual use of reciprocity will yield you exactly that back: haphazard casualties.
 
The relentless and systematic creation of the right reciprocity-stimulators in your business—with the right follow-up—will yield you infinite riches…
 
Note the bolded emphasis on follow-up. Without follow-up, you will squander nine-tenths of your potential wealth before you get out of the gate…
 
Also—and this is golden—you’ll get to go deep with an extremely powerful and seldom taught secret of reciprocity: customer sculpting.

 

If you know what you are doing, you can design reciprocity devices so they give you exactly the kind of client you are looking for.
 
Only take on the clients you want to take on—thanks to the power of reciprocity!
 
You’ll learn what to do in your business to ensure your follow-up is impeccable, so the cascade of new customers becomes an inevitable consequence of your reciprocity.
 
What are the best reciprocity-stimulators for your business? Where should you be applying your reciprocity-stimulators? What kind of reciprocity devices are going to give you your perfect client?
 
In this segment, you will explore exactly what you need to do to fully take advantage of the incredible power of reciprocity.
 
What can you DO PRACTICALLY, day by day, week by week, month by month, to create the magic of reciprocity+follow-up in your relationships with the world?
 
Summary: you will leave the workshop with your own one-year plan for the systematic placement of reciprocity-stimulators in your business so you get a stream of preferred customers showing up at your door eager to be involved with you.

 

 

During the whole of the Marketing Mastermind Intensive, you will be learning how to answer the driving question: "Why should I consider doing business with you, as opposed to anyone else out there offering a similar service?"
 
Why indeed?
 
By the time you walk out of the Marketing Mastermind Intensive, you should be able to answer that question a hundred different ways.
 
But the underlying thrust of your answer will always be the same:
 
"Because I will deliver you more value of the kind you seek than you will receive from any other source."
 
The scariest, bluntest and fastest way to persuade someone to believe in you is to use the immense, biologically-based power of the parent-child relationship. That would be, the power of Authority.
 
Question: "Why?"
 
Answer: "Because I say so!"
 
The parent authors the child, "creates" the child and holds assumed power over the child. This pattern is replicated and taken advantage of over and over in every aspect of our lives, be it medical, legal, spiritual or economic.
 
Authority is created by a curious combination of earned respect and spectacle. The combination of substance and spectacle is fluid. We have the Wizard of Oz. We have the Federal Judge in his robes, the police officer, the Harvard professor, the physician in his white coat. We have the Great Dictators. We have the priests. We have the generals.

 

Villains love Authority because of the devastating ease with which it can be abused. And of course, there have been plenty of villains who have sullied the marketing waters with their despicable abuse of the Authority principle.
 
What you’ll learn to do in the Marketing Mastermind Intensive is to understand and harness the power of Authority so you benefit from its immense leverage—without sacrificing your integrity in the process.
 
Most of us are reluctant to set ourselves up as Authority figures. Or just down right scared of the whole idea.
 
Each of you will go through a unique process where you will uncover and examine the blocks that are holding you back from creating Authority in your business.
 
You’ll be exposed to powerful—and often surprisingly simple— strategies to systematically grow your Authority.
 
There can only be the ONE YOU. There is a set of steps you can take to be the ONE YOU by building that Authority.
 
An inevitable consequence of carefully cultivated and marketed Authority, is the creation of a growing legion of followers, otherwise known as customers.
 
You do want more customers, right? Lots more of the RIGHT customers for YOU? Because, that’s what we’re talking about. If you are scared of an avalanche of new customers, then this Intensive may not be for you…
 
What are the best Authority vehicles for your business? Where and how should you be applying your Authority vehicles?

 

In this segment, you will explore exactly what you need to do to fully take advantage of the scary-yet-wonderful power of Authority.
 
What can you DO PRACTICALLY, day by day, week by week, month by month, to build your own Authority and automatically enlarge your customer base?
 
Summary: you will leave the workshop with your own one-year plan for the systematic creation of Authority in your business so that more people than ever see you as the inevitable and only choice for solving their problem. Because you said so!

 

 
#5. How to Be Correctly Consistent with Your Customers—

and Bind Them to You for Life
 
How do you get someone to commit to you?
 
Well—more than anything—by building trust over time.
 
Now, you’ll learn plenty of methods during the Marketing Mastermind Intensive, which will be the equivalent of instant wallet-grabbers, in terms of their instant power to persuade. Unfortunately, like a loaded 45, there is potential for abuse in the wrong hands.
 
But that’s not remotely what this Retreat is all about. This Retreat is about creating customers who will be with you for many, many years. This Intensive is about how to forge deep, enduring relationships with your customers.
 
And you build those enduring relationships with a slow, careful CONSISTENT cultivation of trust.
 
Trust is a fragile plant. It takes a lot of Yeses to grow and very few No’s to damage.
  

How do you set up your business so that your own plant keeps growing safely? How consistent are you currently with your customers? What further crucial steps could you take to improve your consistency of message?
 
In this segment, we’ll shine a light on how YOU present YOURSELF to your customers over time—and look for ways to recalibrate that process to your better advantage and the greater loyalty of your customers.
 
What can you DO PRACTICALLY, day by day, week by week, month by month, to cultivate consistency and commitment in your business and do a far better job of retaining your clients over the long haul?
 
Summary: you will leave the workshop with your own one-year plan for the systematic cultivation of Consistency in your business so that more people stay with you longer.
  

 

and Induce Serial Stampedes for Your Products and Services
 
We hate it when we feel we are about to "lose out" and will often quickly act to avoid "losing out".
 
We have a primal, hard-wired fear of scarcity. No food, no water, no air—no life. A perception of scarcity triggers the survival response.
 
We want what it appears we can’t have. We hate it when we feel our freedom of choice is threatened—and will often act to correct that perceived threat.
 
Again, we are surrounded by examples of this Scarcity principle being employed by both ethical and unethical marketers. In fact the Scarcity principle is employed so frequently, it’s easy to forget its presence. Every SALE sign is a scarcity trigger. Every early-bird discount.
 
But as with all the other powerful forces that can be recruited to influence a buyer of your service or product, Scarcity can be employed in a careless, haphazard manner, or it can be employed very systematically.
 
Remember: delay is the death of a sale. A lost sale is no sale at all. A properly placed scarcity trigger ensures your value-proposition is acted on NOW, immediately, before time passes and the opportunity is forgotten and drowned out by the everyday noise of our amped-up lives.
 
How are you currently employing Scarcity to motivate your customers to act quickly on your offer? What more could you be doing to take advantage of the act-now-power of the Scarcity principle?
 
In this segment, we’ll make sure you have a thorough plan for employing Scarcity—whether you like it or not.
 
What can you DO PRACTICALLY, day by day, week by week, month by month, to employ Scarcity in your business and get far more business faster than ever before?
 
Summary: you will leave the workshop with your own one-year plan for the systematic cultivation of Scarcity triggers in your business so you can turbo charge the velocity of your revenues.

 

 

Those Who Can Best Benefit from Your Solutions
 
You have graduated from Section One of the Marketing Mastermind Intensive. You’re dialed in to the marketing mindset. You have tapped into the world’s six most powerful forces to influence others to do business with you. You have a one-year plan in place for harnessing those forces in your business.
 
Now it’s time to plunge deeper and build your essential skills for communicating your value in a truly rich and compelling manner.
 
Again, in this Marketing Mastermind Intensive, you won’t just be passively listening to advice. You’ll be working alone or with a partner or with a group to actively create the communication tools and skills YOU will need in YOUR business to succeed beyond your wildest dreams.
 
The first—incredibly important—skill/tool set you’ll put together will be Research.
 
Do you know who your customer really is? What they really do in their lives? For each of your current customers, can you list off the five main reasons they continue to give you their business? Do you know what each customer’s most significant problem is? And if you don’t know, do you know how to discover what their most significant problem is?
 
What is your customer most wanting to achieve by connecting with your product or service?
 
Can you speak to the customer using language that makes sense to them and which resonates with them?

If you’re wanting to attract more customers, what kind of a message do you craft to attract those new customers?
 
This Research segment will give you the necessary blueprint to accurately identify and understand your perfect customer—and communicate with them in a compelling manner.
 
The second skill/tool set you’ll then refine will be Testimonials. We will have already spent a good deal of time on Testimonials in the Social Proof segment, but because of their importance and power, we will be revisiting and upgrading your skills in the delivery of testimonials.
 
The third very basic but absolutely crucial skill set you need to master for truly effective marketing is the ability to recognize and communicate the prime Benefits of your product and service. In this segment you will do written exercises and group work to not only hone your benefit-communication skills, but walk away with ready-made benefits you can start using for your business.
 
This is the kind of segment where the Mastermind factor will kick in big time. Imagine, you could be hearing 50 of the best and brightest trainers in the country brainstorm the ultimate benefits of the kettlebell, for instance. Just being exposed to this mastermind brainstorming of benefits could be worth the price of admission ten times over…
 
When you turn the key in the ignition, does your car start? When you flick the switch, does the light come on?
 
When someone reads your headline, do they stop in their tracks, say "this is for me" and keep reading? Or do they move right along, lost to you forever? Do you turn on the customer’s light or do you leave him in darkness?
 
You just have a couple of seconds to gain your prospect’s attention, when he comes to your page, whether that page be on a website, in a magazine or on a postcard.
 
The fourth skill set then, is mastery of the Headline. Without a powerful headline, the rest of what you want to communicate is dead in the water—nines time out of ten.
 
How can you get off to a flying start and produce racks of powerful, attention-getting headlines for your business in the year to come? The Headline segment will give you that flying start.
 
And remember: the whole idea of every part of this Intensive is IMPLEMENTATION. You won’t just be learning how to write powerful headlines in the workshop, you’ll be planning a regular schedule of headline creation and use. Sound like a stretch? We’ll show you how.
 
Core to the success of any business, or for that matter any good advertisement, is often the power of their USP, or Unique Selling Proposition. Dominos and Fedex had classically powerful USPs. A USP answers every customer’s two abiding questions: "Why you?" and "What’s in it for me?" A truly powerful USP usually answers both of these questions in a few short words.
 
Quick, tell me what your current USP is, right now…
 
Were you at any kind of a loss when I asked you this question?
 
Come to the Marketing Mastermind Intensive and get help in crafting the perfect USP for YOUR business.
 
The next skill is a world beater: the skill of telling a good Story.
 
To become a truly successful marketer, you absolutely MUST be a master of the good story.
 
But not just any story will do…
 
Your story has to follow a very definite structure with very definite components.