Gail and I just returned last night from Experts Academy in Santa Clara, California. This four-day event is hosted by Brendon Burchard, author of The Millionaire Messenger. It is one of the top three events I have ever attended.
In addition to Brendon—who is perhaps the most energetic and inspiring presenter I have ever heard—we heard from several surprise speakers. These included Marie Forleo, Jeff Walker, Chalene Johnson, and Marianne Williamson. I took notes non-stop for four days. While I didn’t agree with everything, I learned from everyone.
In addition to the remarkable speakers, we got to interact with other authors, speakers, coaches, consultants, and entrepreneurs, all dedicated to defining, developing, and deploying their expertise to the world.
And we didn’t just sit and listen. Brendon gave us numerous exercises, designed to help us work through the material and apply it to our business. After each presentation, we worked on our own for a few minutes and then gathered in impromptu groups of four or five to present our work and get one another’s input. It was very effective—almost like a mini-mastermind.
Brendon’s basic premise is that we are all experts. There is something you (yes, YOU) know or can do that others will pay you to learn. The seminar was all about how to create and market information products—ebooks, books, webinars, online courses, coaching, seminars, membership sites, etc.
I especially enjoyed the day we spent on promotion. Brendon and Jeff Walker went into detail on how they launch their various products, including the positioning, strategy, video scripts, etc. They also shared the technology tools they use.
As I was reviewing my notes yesterday on the plane coming home, I boiled everything down to five commitments I have made as a result of what I learned. I thought you might benefit from this information.
Own and declare my expertise. This is really the culmination of something I have been working on for the last six months. I’m not quite done, but I am close. Right now, here is how I express what it is that I do:I help leaders leverage their influence using both traditional and new media, so they can expand their reach, maximize their impact, and achieve their biggest goals.
This serves as an umbrella for everything I teach. Brendon calls this “claiming your expertise.”
Reengineer my business to serve my life. I have never worked harder than I have in the last two years. While I love it, and the results have been phenomenal (almost 100% revenue growth in the last twelve months), it is not sustainable personally. I must continue to prune from my life the tasks I can delegate to others.
In addition, one decision I have made is to cut the number of speaking engagements I do per year from thirty to ten. I just can’t justify the investment of time and energy. I have to come off the road if I am going to achieve my goals, both personally and professionally.
Schedule more time for personal development. Last week, I bought Jeff Walker’s “Product Launch Formula.” I want to systematically work through the videos and really master his marketing system.
While I spend the first few hours of each morning going through a personal development ritual, I am going to get started a little earlier so I can work through Jeff’s course. I have been trying to read and study in the evening, but that just isn’t working for me. I’m either too tired or the time gets hijacked by something else.
I think I will be better served by going to bed even earlier and getting up earlier. For me, an hour in the morning when I am rested and fresh is worth far more than an hour in the late evening.
Plan and protect my creative time. This is key. The more my business grows, the more I opportunities I get. However, these opportunities can quickly turn to threats unless they are managed well.
The truth is, I don’t need more ideas or opportunities. What I need is more time for implementation. I already organize my week into daily themes, but I am now working to organize my month into weekly themes, too. (I plan to dedicate a future post to this.)
Another key is to only take meetings on Friday’s. I learned this from Don Miller, and it has been the best thing I have ever done in terms of my creative output. However, in recent months, I have grown slack. I am working with my assistant to be more vigilant.
Focus on fewer products and more marketing. I don’t know why I feel the need to create more products. Geesh. I have plenty already, plus another half dozen in the pipeline. It’s time to get off the hamster wheel!
Instead, I need more intentional and strategic marketing. This is really a matter of stewardship. I have only reached a fraction of the market I want to impact.
By the way, don’t expect to see fewer products from me in the next few months. As I mentioned, several products are in the pipeline, and will launch as planned. I’m really talking about my own creative workflow going forward.
I hope this behind-the-scenes look at my learning process is helpful. Like you, I am working hard to get better at what I do. I am passionate about serving my audience well.
By the way, if you are interested in learning more about Experts Academy, click here. Brendon’s free promotional content—even if you don’t ever attend the event—is better than most people’s paid content.