The Client Attraction Blog

Information products: when to create, sell and deliver them

Fabienne Fredrickson
December 11, 2014

Information products: when to create, sell and deliver themStudents often ask me when they can start making passive income with information products. They are anxious to generate cash flow that’s not tied to an hourly fee. But information products are not the fastest path to cash: private clients are. So if you are new in business, your first priority is to fill your pipeline and practice with private clients.

When to Create Your Information Product
Your second priority is to build your list. Once your list size gets to about 1,000 contacts, you now have enough leverage to start generating passive income by selling products.

How to Promote Your Product
Once my list reached 1,000 people, I created the Client Attraction Boot Camp, which included class recordings, transcripts and Q&A call recordings. The program was promoted to my list with a typical hour-long teleclass, explaining what client attraction content was included in the program and what potential buyers could expect.

Working with joint venture partners is another great way to expand your reach and promote the program to an even broader audience. In addition, partnerships help build your list quickly. The bigger your database, the more people you can market to for client attraction.

How to Deliver Your Products
The next challenge is how to provide access to your program online. At first, I simply posted all the recordings, transcripts and Q&A calls on my website without any password protection. Buyers were provided with a link to a certain page and I sent out an email with a link to this page every time a new recording was posted.

When sales started to escalate, I looked into a more automated delivery process which was member-based. Naturally, there is a monthly fee attached to this system. If you aren’t ready to make that kind of investment and prefer something less expensive, there are alternatives. One good option if you have a WordPress site is a system called Wishlist Membership plug-in.

Either way, these systems guard your materials. After purchasing your program, buyers need a password to gain access to the information. Using software like this keeps people from sharing the links with others who have not purchased your product. As your list grows and the number of people who buy your product increases, greater control makes sense.

Once you get some momentum going, becoming more automated is appropriate. Then people can start your program anytime to get their weekly lessons and you won’t have to keep track of which week each person is in – the software takes care of that for you. Relying on automated systems gives you more time to focus on client attraction.

Your Client Attraction Assignment
Have you thought about creating an information product? One easy way to do this is to record a live teleclass series. Then you can make it available for purchase so customers get the same great learning, just not “live” with you. That’s why the fee for a program like this is lower than a live program where people can interact with you.

This is just one of the many best practices we dive deep into with the students of The Client Attraction Business School, the premier training school for growth-minded entrepreneurs looking to quickly attract more clients and make more money. If you’re interested in finding out more, visit www.ClientAttractionBusinessSchool.com for more details. To speak to an enrollment coach, click here.

Ten fast marketing methods to fill your local events

Fabienne Fredrickson
December 9, 2014

ten-fast-marketing-methods-to-fill-your-local-eventsDo you have a workshop coming up? Woohoo! First, give yourself a pat on the back. Next, let’s talk about what you’re going to do to fill the seats and get the most people participating. Check out this list of simple suggestions that are free or relatively inexpensive:

1. Make an Announcement to Your Email List. Your own contact list has the people most likely to register for your event, making this is the best place to start. Send out a few personally crafted emails with details to encourage readers to register.

2. Post the Event on Your Website. If you have an event calendar on your website, make sure to list it there so visitors can learn about your program and sign up.

3. Post on Social Media. Announce your event on all social media platforms and be sure to include a link to register in every post. Always make it easy for people to sign up.

4. Post on Local Event Calendars. Many cities and towns have local calendars where you can list an event. You’ll need to research what is available in your area.

5. Post on Patch and Craig’s List. Most towns have a local Patch.com extension where you can post your event and Craig’s List is another great resource with local access.

6. Hand Out Fliers at Networking Events. When I started out doing small workshops at my home, I created fliers on bright neon paper with all the details. I handed these out to people at every event instead of my business card. Don’t be afraid to ask people to share with others.

7. Ask for Referrals at BNI Meetings. At your Business Networking International (BNI) weekly meeting, hand out a flier and ask your team to share with people they think could benefit. You can also attend other BNI groups and pass them out to expand your exposure.

8. Make an Announcement in Your Warm Letter. Send out a wave of “Warm Letters” to your contact list providing details of your upcoming event. Ask your contacts to pass along information to any of their own contacts that might benefit from the workshop.

9. Ask Strategic Partners to Share. If you have started lining up strategic partners who are professionals targeting the same audience, they are perfect to help you spread the word. Have coffee with a few if time permits and ask them to consider who of their own clients might be interested, and then invite them.

10. Ask Strategic Partners to Send an Email. You can also ask select strategic partners to send out an email to their list for you. You might offer partners an incentive for anyone who signs up from their list. If you are already set up for affiliates, this is the ideal way to reward a partner’s assistance.

Your Client Attraction Assignment
When planning an event, be sure to plan how you’ll fill the seats. All the great material in the world won’t anyone help if people don’t sign up. You can use a few of these marketing methods to spread the word, or get really busy and try them all!

This is just one of the many best practices we dive deep into with the students of The Client Attraction Business School, the premier training school for growth-minded entrepreneurs looking to quickly attract more clients and make more money. If you’re interested in finding out more, visit www.ClientAttractionBusinessSchool.com for more details. To speak to an enrollment coach, click here.

Five steps for great relationships when working with vendors

Fabienne Fredrickson
December 4, 2014

five-steps-for-great-relationships-when-working-with-vendorsWhen you hire people to help with big business projects, you will likely have ideas about what you want. That’s perfectly fine. However when you’re working with vendors, the smartest thing you can do is be open to their suggestions and advice. This is especially true for a first-time creative project where you have little experience, like creating a new website or designing a logo.

This is uncharted territory for many new business owners. In this situation, you want to be the dumbest person in the room so you can learn from experts who know their craft.

I’ll admit it – the truth about me is that I am a bit willful. I know what I want, and I want it the way I want it. At the same time, I try to remain open to get the best advice. It’s not a problem, as long as you learn how to work with your vendors to get the most out of their service and the end result you seek.

I recommend you follow these five steps when working with outside resources:

1. Do the Research. When you start a new project, take time to investigate what you like and don’t like. Look for examples to share with the person you hire. The more specific direction you provide to your vendor, the closer the finished product will be to your vision. The time you invest up front is well worth it and far less expensive than having the work redone later.

2. Listen to the Experts. You hired your web or graphic designer for a reason. Even though you may have preferences, I recommend you try to listen to the experts. Do your best to hear them out and consider their advice. They do this work every day, so they usually know what they are talking about.

3. Open Communication. Feel free to communicate what you like and don’t like. Of course, be very polite when sharing your feedback. Think about how you’d want to hear feedback about your own work and treat them the way you want to be treated. Showing respect can help you build a strong working relationship that can last.

4. Trust Your Gut. Sometimes you just know what you want. You can certainly express your “must haves” for the project and then talk about how you can work together once these primary areas meet your needs. Have confidence in knowing your own mind and taste.

5. Set Clear Deliverables. If your vendor doesn’t offer you a schedule, please ask for one. This is a completely acceptable request. As much as just being informed about each step as it’s completed can work too. But you don’t want to be left hanging, wondering when you’ll hear from the expert again. As long as you know the next step and ask to be posted on changes, you should be in good shape.

Your Client Attraction Assignment
Do you have a big project scheduled to start soon? The worst thing you can do is tell your vendor, “I don’t know what I want but will know it when I see it.” Invest now in yourself and your business by getting clear on what you want for the finished product.

This is just one of the many best practices we dive deep into with the students of The Client Attraction Business School, the premier training school for growth-minded entrepreneurs looking to quickly attract more clients and make more money. If you’re interested in finding out more, visit www.ClientAttractionBusinessSchool.com for more details. To speak to an enrollment coach, click here.

Three ways to build your email list in person

Fabienne Fredrickson
December 2, 2014

email-listYou’ve created a compelling Irresistible Free Offer (IFO) to build your email list on your website. This is a powerful way to encourage visitors to share their name and email address in exchange for valuable information. The bigger your list of contacts, the more prospects you build relationships with by sending your marketing materials.

The Irresistible Free Offer is often a free report, ebook, audio program or video series that provides strategies around your ideal client’s biggest problem – the one that keeps them up at night. Your offer shares information about the highly desired solution they seek.

However, to build your email list even more rapidly, there are many other ways you can use your IFO beyond your website. To start, clearly identify your ideal client and then think about where you can find them, in person. This will help you figure out how to expand your reach so the most people possible can gain access to your IFO.

These are three of my favorite methods to broaden your exposure in person:

1. Speaking Engagements. Bringing up your IFO is so easy during a presentation, and it’s simple to provide the audience with access. Mention your offer and then tell people to fill out a signup sheet or drop a business card into a basket going around. Either way, everyone who gives you their name and email will be sent your free offer.

2. Your Business Card. When networking, tell everyone you exchange business cards with about your offer and how they can get a copy. Also, put the text on your card about how to get your IFO. The back of your business card is often unused real estate – now you can put it to work for you! This works great anywhere you go, whether you are in your hometown or traveling for business. The more people who have your card, the more potential prospects will be added to your list.

3. Joint Venture Partners. Working with partners who serve the same ideal clients as you do is a fantastic way to expand your reach and expose more prospects to your IFO. Your partner might send out a dedicated email encouraging her list to get your IFO, host you on a teleclass or offer your free gift as part of a larger giveaway. Partnerships are one of the fastest list building methods available.

Basically, the more ways you can find to share your free offer, the faster you will build your email list. Your business will start to gain momentum once your email list reaches 1,000 contacts. Building your list helps to fill your pipeline and keeps new customers and clients coming into your marketing funnel. That’s how you fill your practice and grow your business.

Your Client Attraction Assignment
Do you have an Irresistible Free Offer? If you do, take a minute to review and notice if there’s anything you can update or tweak to keep your offer current and helpful. If you don’t have one, it’s time to create this powerful incentive for prospects. Your IFO is a dynamic way to share your brilliance and the solutions your prospects avidly seek, as well as let people get to know you.

This is just one of the many best practices we dive deep into with the students of The Client Attraction Business School, the premier training school for growth-minded entrepreneurs looking to quickly attract more clients and make more money. If you’re interested in finding out more, visit www.ClientAttractionBusinessSchool.com for more details. To speak to an enrollment coach, click here.

Should I do a telesummit or more networking?

Fabienne Fredrickson
November 25, 2014

Should I do a telesummit or more networkingWhen you are building your business, it can be difficult to know exactly what to focus on. There are so many ways to foster growth and sometimes you feel overwhelmed by the choices. I often talk with students about the “Bright Shiny Object Syndrome,” which means being distracted by every new idea or fun opportunity.

Even if you set specific goals for yourself, the pull to do the “new thing” and follow that shiny object can be powerful. For example, one of my students, Sam, set up all her objectives for the year and started to execute them. Then, she got this intuitive feeling she should take time off from her regular marketing activities to host a telesummit to attract clients.

Sam was aware she was getting off-track and wondered if the telesummit was a good idea or a bright shiny object. She asked me what I thought would be the most productive use of her time.

You know how I’m all about being transparent, so I had to admit that I’ve never produced a telesummit myself. What I have seen with students who took on this type of program is that it requires a tremendous amount of time and organization to put it together. There could be better ways for Sam to invest her time to attract clients and get the results she wanted.

I don’t want to take the wind out of anyone’s sails who is thinking about doing a telesummit; plenty of business owners run these events and benefit from them. Instead, ask yourself these questions to figure out if you’re off base: “Is this the best time to conduct a telesummit? Could something else promote more business for me?”

Let’s examine this idea further. Say it takes 50 – 100 hours to produce from start to finish, including finding partners, lining up technology, promoting the program and fulfilling client requests. Now, if you took that big chunk of time and applied it to complete three other big marketing tasks, would you get bigger results?

Of course I can’t really answer that for anyone. Only you can decide the best options for growing your business. But, I recommend you try this type of analysis. Nothing is guaranteed, yet my bet is if you invested time in speaking, networking, sending out warm letters and calling people on your list of low hanging fruit (prospects), you could end up with far better results.

For Sam, the telesummit might be a bright shiny object. If you’ve been contemplating producing one of these events yourself, ask yourself the questions to see if it’s right for you or there are better ways to attract clients and drum up new business.

Your Client Attraction Assignment
Are you a victim of “Bright Shiny Object Syndrome,” chasing one new idea after another? If this applies to you, take time to sit down and think about other marketing opportunities that can deliver stronger results with potentially less effort.

This is just one of the many best practices we dive deep into with the students of The Client Attraction Business School, the premier training school for growth-minded entrepreneurs looking to quickly attract more clients and make more money. If you’re interested in finding out more, visit www.ClientAttractionBusinessSchool.com for more details. To speak to an enrollment coach, click here.

Set up systems before business growth, not after

Fabienne Fredrickson
November 18, 2014

set-up-systems-before-business-growth-not-afterAs your business starts to take off, handling every phone call or email inquiry yourself will no longer be possible. At some point you will become too busy to effectively field every question or speak to every new prospect.

Some business owners feel overwhelmed during this exciting period of growth. They’re worried that customers and opportunities might fall through the cracks. Some students have even told me they wished the calls would stop because they just can’t answer one more question! Don’t let this happen to you.

A lack of systems around business growth can cause you to send mixed messages to the Universe. To visualize the impact this might have, put both your hands out in front of you, one with the palm out like you’re saying “stop” and the other waving business in. Doing these two motions is like saying, “Come in” and “Don’t come in” at the same time!

Set Up Systems to Manage Inquiries
Start by hiring someone to manage all initial inquiries for you from social media, email, voicemail or live calls. You’ll need to develop a step-by-step plan that addresses each type of inquiry and the process to handle it. Then assign these tasks to your team or virtual assistant, not yourself.

For example, at The Client Attraction Business School, one person handles all the requests for my free CD and fulfills them. Someone else responds to all inquiries about working with me and assists new prospects in filling out the application. The same thing goes for voice mail inquiries; another staff member takes care of those.

Setting up these systems ensures every inbound piece of communication will be dealt with properly and systematically. This automates the process so everyone knows what to do and when to do it. You need support to carry this out and methods to make sure nothing goes unattended.

Invest in Your Success
It is essential to set up systems before business growth so you can be prepared to handle the potential flood of communication. Planning ahead is completely worthwhile because you are investing in the success of your company, with long-term results in mind.

One of my students struggled with this because of her clients’ expectation. Everyone contacting wanted to speak directly to her. To remedy this and shift expectations, she put photos of her team on many of the contact pages and removed the photos of herself. This way, people weren’t so disappointed when they initially connected with a team member.

Your Client Attraction Assignment
Do you have a system set up to handle a surge of new customers? If not, start planning now. Talk to your team to create systems. If you don’t have staff, this is the time to get started with a virtual assistant.

This is just one of the many best practices we dive deep into with the students of The Client Attraction Business School, the premier training school for growth-minded entrepreneurs looking to quickly attract more clients and make more money. If you’re interested in finding out more, visit www.ClientAttractionBusinessSchool.com for more details. To speak to an enrollment coach, click here.

Two powerful methods to learn from failure

Fabienne Fredrickson
November 11, 2014

two-powerful-methods-to-learn-from-failureFailure: it happens to everyone, including me. When you plan a project, new program or a big promotion for your business, sometimes things don’t work out as you expected. That’s not what matters most. What matters is how you think about it, work through the flop and learn from failure.

Let me share the two methods I use to review a business disappointment so I can get everything straight in my mind and move forward in strength.

1) Measure Backwards. Most people anticipate a certain level of success from a launch or promotion. This may sound crazy, but here is the best way to look at your results. Don’t compare your outcome with your ideal. When you do that, the ideal can seem unattainable because it never stays the same. For example, if you move into a million dollar home, you immediately start to notice the more expensive houses in your area and that diminishes your original ideal. Your ideal will change and never be enough, which is simply part of human nature.

A better way to look at results is to “measure backwards.” Look back over the past year or longer and compare results to previous launches or projects to see how you fared. In retrospect you can see how you could have been tickled pink to have the outcome you just manifested. Using the “measure backwards” method helps keep everything realistic and in perspective, and it allows you to feel good with your results.

2) Groundhog Day. Have you ever seen the movie Groundhog Day? In that film, Bill Murray’s character relives February 2nd multiple times, learning as he goes what will work to win over the woman he loves.

I encourage you to do the same with your business. I use this powerful method to improve my understanding of every new launch or project I have.

Take out a piece of paper and make three columns:
1. Left Column – Write what worked well
2. Middle column – Write what didn’t work
3. Right Column – Write what you would do differently next time (knowing what you know now)

This process helps clarify what lessons you learned and how to apply them to your next project to get better results. Admit to yourself that a price point wasn’t right, you didn’t market the program enough or you needed more testimonials on your sales page. Whatever you learn, use that knowledge as you move forward so you can improve and grow.

Your Client Attraction Assignment
Whether you just had a disappointment or are doing very well, you can learn and improve business results by evaluating your programs with these two methods. I recommend that you take time as this year comes to a close to review your programs with this practice. Learning from your past achievements or failures will set you up for a successful 2015.

This is just one of the many best practices we dive deep into with the students of The Client Attraction Business School, the premier training school for growth-minded entrepreneurs looking to quickly attract more clients and make more money. If you’re interested in finding out more, visit www.ClientAttractionBusinessSchool.com for more details. To speak to an enrollment coach, click here.

Three ways to shift your mindset and move through a business breakdown

Fabienne Fredrickson
November 6, 2014

three-ways-shift-mindset-move-business-breakdownOccasionally students come to me upset because everything seems to be breaking down in their business. This may surprise you, but I usually take a moment to congratulate them. No, I’m not heartless. Even though this seems counterintuitive, I have found a big breakdown of systems often precedes a big breakthrough in client attraction.

I’ve had experience with this myself. I was in the middle of a big launch when everything started to fall apart and I faced a huge disaster. I called my mentor at the time, crying, and she said to me, “Congratulations.” I responded that this was not a time to be funny because everything was going wrong and I had lost thousands of dollars and opportunities in one night. My mentor explained that this was the big breakdown before the big breakthrough.

What I’ve learned over the years of continually playing a bigger game is that when you take steps to break into the next level of success, the ego often fights back. This shows up differently for every person.

You say you want to go to the next level, but your ego, belief system or fear can hold you back. Sometimes it shows up as a health or a money issue. Clients might back out, a friend might upset you or technology goes haywire (which is the one that happened to me). For some reason, part of you wants to play big and another part of you prefers the status quo. Like oil and water, these things do not mix. However, the situation is perfectly normal and you are not alone in this experience.

1. Focus on what is going well. When you relax and think about it, maybe the situation is only 2% going wrong and 98% of business is great. Just breathe, focus on the positive and feel grateful for what is working. Gratitude is essential for client attraction.

2. Don’t be fooled by the breakdown. You might be fooled by the breakdown and think you shouldn’t be doing what you are doing. More often, it’s actually quite the opposite. You are most likely doing exactly what you should be even though part of you is fighting like crazy to avoid next level.

3. Be persistent and stay the course. If you are facing a disaster, get clear that what you want is likely on its way to you soon. This positive spin helps you shift your mindset and keeps you open to upcoming opportunities. Stay the course and keep going. Don’t shut down – take a brief break if you need it, then forge ahead after what you want.

Your Client Attraction Assignment
If you’ve just encountered a rough patch, another empowering solution is to work with a mentor. This might be the ideal time to check out The Client Attraction Business School to get the support you need so you can stay the course, play big and build your success.

This is just one of the many best practices we dive deep into with the students of The Client Attraction Business School, the premier training school for growth-minded entrepreneurs looking to quickly attract more clients and make more money. If you’re interested in finding out more, visit www.ClientAttractionBusinessSchool.com for more details. To speak to an enrollment coach, click here.

Seven strategies to finding the best virtual assistant

Fabienne Fredrickson
November 4, 2014

Seven strategies to finding the best virtual assistantWhen you’re building your business, the fastest way to grow is to focus your energy on tasks that attract clients and bring in money. I recommend hiring a virtual assistant (VA) to move things along more quickly and help you with some of the day-to-day busywork.

Many of my students aren’t sure about adding this expense too early. Yet, there are so many tasks you do that can be delegated. This frees up your time to concentrate on money-making activities.

Some of my students complain about finding qualified help, and I know hiring staff can be tricky. If you are having a difficult time connecting with the right VA, a number of possibilities could be causing you problems. This may not be easy to accept, but the problem might start with something you are doing wrong. Are you…

• Clearly communicating your needs?
• Describing the position accurately?
• Fishing in the right pond for help?
• Interviewing properly?
• Willing to pay enough?

You’ve got to be crystal clear about what you need and how you communicate these needs. When you aren’t clear, it’s like hiring a chef to make you dinner and saying, “I’ll have whatever you make and I’ll love it.” Then the chef brings out stuffed peppers with cashews and you say, “I don’t like peppers and I’m allergic to cashews.” No one wins in this scenario!

How can you improve your ability to find the right VA? Try these seven strategies to hire the help you need:

1. Make a list of everything you do in a week and figure out what you can easily delegate.
2. Prioritize the task list in case you can’t afford to get help with everything right away.
3. Write down the skills a VA will need to accomplish these tasks (things like knowledge of WordPress, Excel, PowerPoint, etc.).
4. Decide how many hours per week you need.
5. Determine what you can afford per hour and in total per week or month.
6. Ask colleagues who they use or if they know anyone. A referral can make a huge difference in finding a good match.
7. Don’t wait until you’re in desperate need.

Strategy #7 is essential. When you’re in a time crunch, trying to find help can be extremely problematic. It takes time to get into a “groove” with a new VA. You need to get to know each other to discover how to communicate well and work together. When you are in crisis, there’s no time to take chances and find out you or your VA misunderstood.

Your Client Attraction Assignment
If you’re looking for help but are not ready to hire a VA, you do have other options. Check out elance.com and fiverr.com. These sites provide access to people who offer a variety of services without needing to hire anyone long-term. Don’t forget to connect with other CABS students as well to discover who they work with and recommend. Once someone you trust handles repetitive tasks, you’ll be able to concentrate on projects that attract clients and grow your business.

This is just one of the many best practices we dive deep into with the students of The Client Attraction Business School, the premier training school for growth-minded entrepreneurs looking to quickly attract more clients and make more money. If you’re interested in finding out more, visit www.ClientAttractionBusinessSchool.com for more details. To speak to an enrollment coach, click here.

How to organize your videos to attract clients

Fabienne Fredrickson
October 28, 2014

How to organize your videos to attract clients and get found onlineUsing video is an excellent strategy to attract visitors to your site and get clients. With video, people get to hear about your expertise, see how you speak, get to know you a bit and discover if they like you. In addition, using video to build an online presence can be very powerful as it provides Google with that many more search results about you and what you offer.

If you create a lot of videos that cover multiple topics, you may wonder how to keep them all organized without it requiring time and frequent updates. For The Client Attraction Business School, we used to have a dedicated page for videos including material for potential students, live footage from an event, testimonials and segments for the press. To tell you the truth, it became a logistical nightmare and needed too much updating to manage well.

Today, we simplified the management by creating a series of playlists on YouTube.com. When we produce a new video, we just update the playlist instead of the pages on our site. It’s so much easier!

Every single video we create is uploaded to YouTube and assigned to a playlist. Topics include:

  • Business School Tracks (Growth, Leverage, etc.)
  • Mindset teachings
  • Marketing teachings
  • Press Coverage
  • Speaking, etc.

On our site, we have a link to the YouTube playlist for each topic. This way, we only need to update the playlist and when a visitor clicks on the video link on our site, they always get the most up-to-date videos for each subject. The playlist link varies depending on which website page a visitor lands on. So the page on speaking has clips of presentations and the page for testimonials has videos from happy students, which helps attract more clients.

We do keyword research to determine the best phrases that will get the most traffic with the least competition. Then each video is tagged and characterized with those keywords and the top descriptors people use to search for the topic, whether that’s on YouTube directly or in Google. If they search using my name, Fabienne Fredrickson, or a subject I speak on, those videos will show up first in the search on both Google and YouTube.

So whether your video strategy is list building, closing the sale or speaking to clients, the keywords and tags that are part of the video contribute to its relevancy online, and visitors end up viewing the related playlist. Your webmaster can help you figure out the best way to go about this for your site.

Your Client Attraction Assignment

Are you using video as part of your marketing pie? Short videos make a big impression and help people get to know and like you. Pick the topics you want to be known for and make a few lists of video topics. Then one-by-one, write a script and start shooting. Before you know it, you’ll have playlists of your own. This works to improve your Search Engine Optimization and help you stay relevant online to attract clients.

This is just one of the many best practices we dive deep into with the students of The Client Attraction Business School, the premier training school for growth-minded entrepreneurs looking to quickly attract more clients and make more money. If you’re interested in finding out more, visit www.ClientAttractionBusinessSchool.com for more details. To speak to an enrollment coach, click here.

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