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*Excerpt  taken  from  Data  Point  #1  through  to  end  of  offer  from  “3  Massive  Mistakes  Workshop  Leaders  Make  That  Keep  Their  Event  Rooms  Empty”  

*Please  do  not  share  

The #1 BIGGEST Mistake Wksp leaders make that keeps their events empty… is that they don’t use… FLIP CHART

EDUCATION BASED

MARKETING -EBM = Marketing that educates. -Marketing that gives value BEFORE potential client gives you single penny! -Why so powerful?

TRUST -When you give someone an education… …when you teach them something that SOLVES a real world problem in their life… -You instantly build immense amount of TRUST. -And trust is foundation of all relationships! -Including relationship b/t you & your potential client.

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-EBM allows you to become, in eyes of your potential clients, a “Trusted Advisor”! VISUALIZATION: [slow down] -Think about someone in ur life you consider a Trusted Advisor. [pause] -Could be friend, colleague, teacher, family member -Got someone? [look around] -Probably a person you LIKE, LISTEN TO, FEEL WARM about when you bring them to mind. -And - when they give you advice, you follow it. [pause] -What if u became Trusted Advisor to pot. clients? -What if they had same feeling thinking of you? [pause] -When you take time to educate, right in your marketing, you become a Trusted Advisor.

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IMAGINE IDEAL

CLIENTS

-True Trusted Advisors bypass sales process because of their status. -They make a recommendation, and pple follow it. - LOOK – “I want to be a Trusted Advisor! EXERCISE: Right now, imagine all of your perfect ideal clients. These pple have the problem you solve and are dying for your program, product or service. Now Please Write This Down:

“97% of my ideal potential clients are not looking for my product, program or service.” -Let’s explore this and figure out how to remedy it… FLIP CHART 3% 7% 30% 30% 30%

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3% = ACTIVE -Actively shopping for ur programs, products, services -Already made decision they want the product or service – only deciding WHERE they will buy it. -ie. 0% financing ie All 2009’s must go 7% - OPEN to buying ur stuff, not actively shopping. -i.e. Turn Ignition, “Maybe I should replace this bucket of bolts one of these days…” -Am I ACTIVELY SHOPPING for a car? -No. I might be considering it, but I haven’t made decision, and are not taking any action! 30% - AWARE they’ll need you in the future. i.e. Young pregnant couple, 2 seater, aware they’ll need 4 seater within 9 months, “Come spring we’ll need to buy a new car.” Not actively shopping! 30% - UNCONSCIOUS: Should be looking for you, but are not conscious of it, not actively shopping i.e. Justin’s intestinal problems – wheat allergy

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Dog Fight

E M P H A S I Z E

Most EBM not

30% - NO!!! -“#1 REASON most business FAIL is that they are in dog fight for that tiny 3%!” -Most marketing written to REACH pple already ACTIVELY looking for a solution. -One of MANY ways pple mess up is lead with solution in title. -Demo with Marketing Ads in Free Press if available -Most marketers show you how to get in dog fight. -Few know HOW to access huge 67% of ideal clients. -The pple who have problem you solve & just need little education to know they need you! -Effective EBM educates huge 67% group as to why they need you, & why they need you NOW! -I say EFFECTIVE b/c most EBM out there is not. -Lots of pple make admirable attempts - fall short.

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-You’ve likely seen EXAMPLES of EBM: • Free reports • Teleclasses • Webinars • Ezines, • Workshops, • Info nights, MLM biz presentations

HMOY have seen things like this? (thank u) -Majority of EBM doesn’t work. Most has these responses: ACT OUT -READ n’ RECYCLE -LISTEN n’ LET GO -DEVOUR n’ DELETE -So why does this happen? -Effective EBM has 2 elements. -How many elements? (2) (thank u) -Most EBM out there has 1st, but NOT 2nd element. ELEMENT 1 of effective EBM is…

GIVE VALUE

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-Give VALUE in form of EDUCATION that solves a real world problem (Top 5 tips, 3 Secrets, 7 Steps etc) -That’s where most pple stop! [pause] -Because they don’t know about Element #2! -But without Element #2, your EBM will not work. -W/o element #2, won’t be marketing to huge 67%! -HMOY like to know what Element #2 is? (thank u) -Your EBM must give value and… FLIP CHART

GIVE VALUE POSITION the PURCHASE

-Position the Purchase a.k.a., ‘Set Buying Criteria’. -Is trickiest part of writing EBM. -When you invest the time to understand it, things really fly! -You can write your ticket in any business, anywhere in world.

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LEAD UP

HOOK

-#1 most important concept to understand, and to implement for the small business owner -Can’t make u EXPERT on positioning in 60min, can give you an awareness of crucial concept. -HI 5 – “I can learn this!” (thank u) -HI 5 – “I will learn this!” (thank u) -You see, everyone makes purchasing decisions based on some CRITERIA Example: Soup -Criteria = PRICE - what is affordable -Criteria = TASTE - what is yummy -Criteria = HEALTH - what is good for me

“Effective EBM influences the criteria on which your potential client makes his or her

purchase!” [repeat] -Grocery Store Example #1- HEALTH -Going down aisle, pushing cart, turn into soup aisle and I am there at a table handing out reports.

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REPORT on

toxins in Food

REPORT CASH FLOW

-I start chatting with you, hand you a report that educates you all about toxins in food these days… what it does to your organs, skin, hair, wrinkles. -Now you’d more likely look for the organic soups Grocery Store Example #2: PRICE

-“Top 3 Ways Average family leak unnecessary cash flow in a Tight Economy” #3 Drive instead of walk or transit (gas is pricy) #2 Leave lights on when not needed, drives up hydro #1 way is that they spend too much on groceries -Now you head down the soup aisle – look at price -Your biz is more complicated than a can of soup.

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CHALLENGE

Bottom Line

-There are MANY WAYS to position the purchase. -Which you use depends on your Specific Audience & what ur product, program or service is! -Depends on how you plan to distribute your marketing. -The ‘giving value part’ will be easier for you. -To grab initial attention of that 67% to begin with… …then position the purchase in a way that gets them to take action… takes training. -Bottom line: you must LEARN how to position… …or pay to hire someone else, who doesn’t know your biz like you do, to do it for you. -Then, you cross your fingers and hope it works. -Those are your only two choices. [pause] -Email & WOM are great TACTICS, they can work … but without over-arching EBM strategy, you’ll work way too hard, for way too little. -EMB is a STRATEGY that must be

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LEVERAGED

VERSATILE

EFFECTIVE

implemented across all your tactics. -Here’s what I recommend. Learn it. Why? -EBM that gives value & positions the purchase is most leveraged form of marketing b/c it gives you access to 67% no one is talking to -Most versatile - posters, brochures, biz cards, teleclasses, biz presentations, social media, website! [biz card, elevator speech, real estate] -EBM is most EFFECTIVE b/c… a) Sets you up as Trusted Advisor – give value b) Positions the purchase – get value -EBM only marketing strategy that works – for small biz anyway. -There are other ways to market. -You could spend tons of money and do BRAND Advertising like Kraft, McDonalds, Coke -Most small biz owners don’t have $$ for that. -That’s why you have to use EBM.

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-But very, very few pple are using it effectively. -Most EBM out there is not getting a result. -EXERCISE: What business are you in? [take shout outs] -These are all great. -But there’s one COMMON biz you are all in – S & M! [pause] -Sales and marketing. -NOTHING else will bring revenue into your business. -I work primarily with heart based business owners. -People who are conscious -Want to help others, make world a better place. -So many of these beautiful people say, “I’m not in it for the money – I just want to help

lots of people, make a difference”

-Reality is this. -Unless you learn to sell and market effectively - won’t get to help a fraction of pple you are

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meant to -Because you won’t be in business for long. -Please repeat this after me: -“If I want to serve, I must learn to sell & market.” SMORG STORY: didn’t think what I did was spiritual. -Now, I know selling is service! -If you believe in what you’re offering the world – it is your duty to learn to sell it… …so the most amount of people can be served. -Including yourself. -At start, I talked about living in pivotal times. -Things are shaky. -Big change isn’t coming from the top down. -It’s coming from the bottom up. -It’s coming from the offerings of heart based, conscious, grass roots, entrepreneurs, small business owners, workshop leaders like you and me. -Tragically, most workshop leaders make

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learning how to market very low on their priority list. -If they aren’t saying, “Oh – I’m not in it for the money,” They say, “I don’t need to learn HOW to market. I’ll HIRE

someone to market for me.” -So they do. -Then they Pay Mr. or Ms. Marketing consultant a bunch of money to take over their marketing -Materials come back and they look good…or do they? -They don’t know. (logo? Colours?) -They don’t b/c they never learned fundamentals -So have no choice but to HOPE it works! -Is an expensive practice. RENO GUY STORY: went bankrupt -You must learn to market. -If don’t, you’ll never know how to create magnetic marketing OR how to direct a person to do it for you! -Instead of investing the time and energy it

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Rationale

takes to learn effective Education Based Marketing… …most people use 2 other very technical strategies: FLIP CHART

OHM HAP

[pause – breathe – change energy] -I’m making light of it, but I know so many small Biz owners running around, working butt off, trying to run a business. …. trying to take care of their family ….trying to get clients …. trying to make a difference -Wasting thousands of $$, hundreds of hrs of precious TIME on marketing that doesn’t work. -Desperately want the FREEDOM that owning their own business gives… ….but without mastering marketing, specifically EBM they’ll never find what their looking for. [pause] -Let me ask you again…

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-What business are you in? (s & m) (thank u) -You are in SALES and MARKETING business. -Only thing that’ll allow you to help pple you want. -Only thing that’ll give u LIFESTYLE to do what u want, when u want, & w/ whom! [pause] [breathe] -I’ve seen many, many pple, including my friends, and some of my closest family struggle to make money… … and go out of business because they didn’t know how to use EBM to effectively reach that huge 67% of people that really needed them. -And it’s tragic b/c it doesn’t have to be this way. -That’s why I combined my decades of education, all my mentorship, training, experience - and my entire heart and soul to create a program called Magnetize Your Audience. -Would it be ok if I share a few more Magnetizing tips while sharing a little about program? (thank u)

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Permission

Features Benefits

Basic

Structure

Overall Benefit

Sequence Features Benefits

-Magnetize Your Audience is a 3-Day Intensive. -By end of 3 days, you’ll be BETTER MARKETER than 99% of professional marketers out there -Why? -You’ll be one of very few that knows how to create effective EBM that gives value and positions the purchase. DAY 1: What, Why & How -You learn What, Why & How behind effective Education Based Marketing. -You learn the psychology behind WHY people buy. -MUST understand psychology behind sales and marketing… the WHY behind marketing! -Many pple study marketing techniques & templates for marketing but don’t learn WHY they WORK! -Then they try it, don’t get the result. -So start messing w/ irrelevant variables, or scrap technique altogether & trying something

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Mess w/ variables

Twitter Stats

Facebook

else! -Waste TONS of time and energy and money!!! -Happening in social media marketing now. -Pple hear Twitter/FB/Linked In/Blogs are great ideas. -They try – get no result, and scrap it. -This is b/c they don’t know WHY behind marketing. -We went from 0 followers on Twitter, to over 60thousand followers…. in 10 weeks. -Started using Facebook aggressively a few months ago – now have close to 100k on various FB pages. -Success is due to our understanding of how to apply EBM in that or any other marketing modality. -W/o knowing WHY behind marketing techniques, you live, doomed in “world of Trial & Error” marketing. -Never knowing if your marketing will fly or flop. -Following advice you heard or got in a book, then trying it and crossing your fingers!

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Doomed to Trial & Error

-Day 1 at MAG, I pull back the curtain and you the psychology behind ‘why people buy’… … so you’ll be able to apply your newfound marketing skills anywhere, any context. • 1:1 selling • Creating a brochure / biz card • Newspaper AD • Live events, workshops, speaking

engagements • Teleclass / Interviews • Social media

-Anywhere! -You’ll know how to apply EBM, and why it works – and how to apply it to your unique situation. -Please say, “I need WHY to APPLY!” (thank u) -In addition to what, why, how… on Day 1 we help you get super clear on your foundation -Including SA, SP, Strategic Offering [pause] HMOY just getting going with biz? (thank u) -If new & not totally crystal clear on how you

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FOUNDATION

NEW?

want things to go… perfect!

-Day 1 we figure that out.

-You don’t have to come clear.

-In fact, trying to get clear on what you’re doing at home, alone, without my support will take too long!!!.

-I wasted 3 years of my life, and thousands of dollars trying to get clear.

 

-I will accelerate your clarity, and help guarantee you create revenue immediately.

-Easy to help lots of pple, make significant income with live/virtual workshops.

-My first workshop after applying MAG info:

-56 people to my first event.

-Each invested $2k to be there.

-Earned 112k from those 56 tuitions…

-Sold additional $100k dollars in other programs that offered ongoing support at that same, first event.

-212k first event.

-No staff, no office, myself, Justin and couple of friends who volunteered to help

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FIRST EVENT

Experienced?

-I’ve replicated that result many times since.

-Sold 80k in programs, in 90min webinar 4 wks ago.

-Not sharing to brag, but show what’s possible

-I’ll show you exactly how I do it, so you can do it!

HMOY been in business for awhile? -If been in biz for a while, day 1 we check fundamentals. -If not at level you want, foundation issue. -On DAY 1, I open hood of ur business & look inside. -Just like a car, you need to check your moving parts to make sure everything is working optimally. -There is something you are doing right now that is causing a block or struggle. -Not getting the results you want? -We’ll find out why on Day 1. Michael D’Alton local client, talented Bio-Energy Healer, doing small events locally for 18years. Before working w/ us, would hold intro events, 15% of participants would reg for his Level 1 Bio-Energy Healing Program. After working with us, on average 50%-70% of participants continue on with him.!

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In biz for 18yrs

Convert 15% Now 50-80%

DAY 2

Templates

-We’ll find what needs tweaking & set you up for the next level of financial abundance -BTW – we do this Day 1 process all the time. -AND – we’ve grown by 50% each year, every year since we opened our doors. DAY 2 Once foundation is set -I GIVE YOU my Top 5 MOST RECCOMENDED EBM MARKETING TEMPLATES -The systems I use to create all our marketing. -Please say, “I need templates.” -Templates allow you to replicate solid marketing again and again for the life of your business. -Quickest way to exhaust yourself in biz is to create everything from scratch every time u promote. -You must have templates and systems. -And I give you my tried and true ones. HOT TIP: #1 Way to build workshop biz is to host, ‘Intro. Events’, (live, virtual teleclasses/webinars)

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Intro

Pitch fest

-Lots of pple have heard of this strategy – don’t know the why behind it – and get dismal results. -Most end up PITCH FEST that breaks trust, ruin credibility -At Magnetize Your Audience I give you my tried and true, ‘EBM Intro Workshop’ template. -I’m using it right now. I have been all night. -I give you this template so you can do what I just did. -HMOY got some value today? (thank u) (whew!) -HMOY see I positioned a purchase as well? -If you want successful, sustainable biz, that SERVES large amount of pple… must do both -At MAG, I show u how to do it for ur unique biz… in a way that FEELS good and in integrity for you. -This next bit is vital. Please Listen carefully -HMOY have been to self help seminars, learned a ton only to go back home and not take action? ACT OUT Self Help to Shelf Help

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-Can anyone relate? -As pro. teacher, don’t believe in teaching info, then kick pple out into world HOPING & PRAYING they’ll apply what they learned when they get home. -In addition to learning WHAT, WHY, and HOW of Magnetic EBM… becoming an expert on positioning -You are going to: “Do Wit” -You apply what you learn right at the weekend. -Starting on Day 2, you write the most important pieces of front end marketing. -Including your first Intro Script. -Right at the event, Tantalizing Title, Strategic Offering, EBM content, positioning strategy -Get your marketing APPROVED by me / my team. -By the end of program, you’ll have completed the entire content of your Education Based Marketing. -It will be DONE. -Imagine how that will feel! -You’ll have your marketing complete.

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DAY 3

-You’ll understand psychology behind why it works. -Day 3, I show you easiest, most cost effective way to distribute your new & improved marketing -I show you how to get it out there! For cheap! -I started this biz with very little cash in my pocket -I made 6 figures in 6 months. Over 2mill in 4yrs. -I show you exactly how to do it. Day 1 – Learn what, why & how to use EBM Marketing for YOUR UNIQUE biz. -Get clear on foundation. Who r u helping, with what? Day 2 – Get hottest marketing templates, & complete them with guidance. Day 3 – You learn exactly how to get it out there! -Reveal most cost effective, technologically easy ways to get ur marketing to those who need to see it.

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Summary

-That HUGE 67%! -Show you how to get speaking engagements -How to host intros & sell them out -Teleclasses that get a great ROI -Online video. -My genius is in Curric Design. Brilliant design. -Reach all types of learners. (visual, auditory, kinesthetic) -Lots of Q & A time as this is how many pple learn. -Coaches on floor personally helping you write. -My goal w/ program is to make myself obscelete. -I could write your marketing for you – and I do that for some, but I believe: “Give a person a fish, feed for a day. Teach a person to fish, feed for a lifetime.” -Magnetize Your Audience will be best and only marketing program you’ll ever need. -After MAG, the marketing mystery will be lifted.

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Q and A

Coaches

Give Fish Teach Fish

Investment

-Let’s talk about the investment. -Some people prefer working 1:1 vs small group. -You can get this support from me in a 1:1 capacity. -I highly recommend it. I’m fun to work with! -To work w/ me privately, where I walk you through: …the theory of EBM …your fundamental EBM positioning strategy …everything you learn at event, but 1:1 …of course, I also write your marketing for you -Investment is: FLIP CHART

$20, 000.00

-I won’t make a formal offer for this now. -However, if you prefer 1:1 as opposed to a group please come talk to me after & we can chat -I go over all the info. you get at MAG, I just do it 1:1. -My clients earn investment back 1st workshop

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COMPARI- TOR

SOCIAL PROOF

50k in 90min 250k in 3 days

they lead after our consult – sometimes takes 2 -Comaford Example: 50k in 90 min / 250k in 2.5 days -Tuition for Magnetize Your Audience program is less. -I cover everything you’d get from me 1:1 -3 day full immersion -Team of colleagues to work w/ you, brainstorm, test content, me, coaches… -Investment for MAG is: FLIP CHART

$20, 000.00 $2997

-You’ll earn more than that investment back quickly when you follow what you learn at MAG. -Want to share what’s happened for few of our clients. -Feel cheesy when I get to this part – but important to me to show our students get RESULTS! -Our students earn investment back first promo

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FIRST Investment

Social Proof

Feel Cheesy

opp they create.

Gitte Lassen – Holistic Practioner from Iceland, 5k infirst intro event Virginia Muzquiz – St. Louis, 42k in sales / 1 eve Karen Evelyn - $49, 650 last fall, now 6fig biz -You’ll earn more than investment back quickly & easily provided you use what you create at MAG. -MAG EVENTS happen in Vancouver, LA, Toronto -Go to back table to get exact dates for each city. -MAG Events sell out months in advance. -TO has _______ seats left. -Please go to back NOW so you don’t miss out. -Won’t feel you are being rude… just smart! -My staff will take care of you & ensure you get a seat. -____seats left now – and about to have only ___ seats, as I’m about to give one away!

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Urgency

CTA

SELL BONUS

-Who wants it?!?

*******Do DRAW********** -Okay ___ spots left. -Go to back to register now. -One other ways to get hands on MAG info. – and don’t have to leave comfort of own home. -MAG Home Learning Program. -HLP is 18 Online Video Modules with me! -Get all info, tools, templates you get at live event, but via online video. First Set of Video Modules: FOUNDATION -Learn what, why and how of Marketing -Get foundation set with SA, SP, Offering Second Set of Video Modules: WRITE -Get hottest marketing templates -Work w/ me virtually, as you write your marketing – TT, EBM Content, positioning strategy Third Set of Video Modules: DISTRIBUTE -UNIQUE from other home learning programs. -Highly Interactive! -Some live footage, feels like u are in seats of event.

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All info, tools

New Marketing

-Some personal 1:1 footage -All marketing templates included -Work thru at own pace, on own schedule, on couch! -BEST investment you could make for biz -Always need to write new marketing…whether for new promotions, or new products, programs, services. -Won’t have to rely on memory to do it correctly. -Can watch the video segments again and again -I’m right there, coaching you every time you need to create new marketing. -Like having me on your shelf! -Investment for MAG Home Learning Program is: FLIP CHART

$20, 000.00 $2997 $1997

-Please head to back now to invest in either HLP or Live event.

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2nd Investment

CTA RATIONALE

For DEAL

Start now

-LISTEN VERY CAREFULLY! -My recommendation is to attend BOTH. -Optimally – do HLP …culminating in live event. -Clients that do this – get best results. -Like Virginia – 42k in one night! -Home Learning Program - start right away! -Write marketing as soon as tomorrow! -Resource you’ll use for lifetime of your biz. -You can also work thru Home version at own pace. -Coaching from me & team at event is unsurpassed. -The event is small, we get to work personally -We personally look and approve your marketing. -Answer ur questions…which can’t happen at home. -Get titles, content, positioning CALLAN APPROVED! -3-day time window will make you more efficient.

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Resource

Own Pace

Live coaching

-End of 3 days – your marketing is complete. -Ready to get out there! -Again, strongest recommendation to take BOTH! -Ideally, get going on the HLP now, and then after first draft of marketing is done come to Live event. -You’ll be unstoppable in your biz if you do it this way -Want to make it EASY for you to do that. -Last FYW event till fall. So… -When you INVEST in the MAG Home Learning Program TONIGHT ONLY…I’m going to do this… FLIP CHART

$20, 000.00 $2997 FREE!

$1997 -Reg for HLP tonight only, and I’ll GIFT you with the entire live MAG event for FREE! -You’ll get to do both and skyrocket your success. -To be clear, get HLP for $1997, get entire 3day

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GIVE DEAL

event. -I’m leaving soon after – so please go to back NOW. -Especially if you want Toronto. -Only _____seats left in total. -When you’re back there – we’ll get you set up to get immediate access to MAG HLP -You can choose what 3-day MAG event you want to attend… for free. -Please head to the back NOW to get this deal -First come, first served. -Couple final things… -If you have someone helping you in your biz… …smart to bring them as we’ll adjust your marketing & revenue strategy – don’t want to re-explain to them -Biz partner can come for half the discounted tuition. -Go to back now to get biz partner discount. -If there are $$ considerations, please go to the back.

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BIZ PARTNER

CTA

FINANCES

-We can work w/ you with under most circumstances -If you want this, we’ll help you make it happen. -Payment plans are an option. -Don’t leave here tonight without at least having a conversation with us. -Will honour this deal for all future dates. Go to back to see what date works. -I stand so solidly behind this program, I will make it totally risk free for you. -Register today. Come to event. Participate fully. If you don’t see event as valuable – I’ll offer FULL TUITION BACK for up to 1 full year after program. -To be clear, come, try out principles for a full year after program, if don’t see value – let me know. -I’ll give your tuition back. -Head to back now to get that guarantee. -In CLOSING, I may not be ur teacher

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DATES

RISK REVERSAL

 

 

 

 

 

 

 

 

 

 

CTA  

 

-Please – have another plan. -“How else do you intend to attract ideal clients to you?” -Tactics like Email, Word of Mouth won’t get you very far without EBM Strategy. -Don’t be year from now in the same position, or worse. -I’ve been around this industry for over a decade – I have not seen a better solution -MAG is not a magic pill – but it works.

-I’ll do 100% of my 50%... and you show up and do 100% of your 50%.

-When that happens, this program will help you like no other program I’ve seen.

-Will set you up for years of success

-Don’t struggle on your own.

-Join our community, allow me to support you.

-It would be my honour.

-End with a quote from one of my teachers..

“After all is said and done, more is said, than done.”

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-Take action today. Now is the time. -Let’s do it together.

-I’ll be at back answering questions about program.