Book Yourself Solid

Taking the following four steps will help you keenly understand why people buy what you’re selling, an essential component in creating relentless demand for your services.

Step 1: Identify your target market

Step 2: Understand the urgent needs and compelling desires of your target market

Step 3: Determine the Number One biggest result your clients get

Step 4: Uncover and demonstrate the benefits of your investable opportunities

1.1.9 Written Exercise: Draw a simple table with three columns: Label the first column “Ideal Clients,” the second “Duds,” and the third “Everyone Else.” Now divide your clients into these three groups. Don’t hold back or leave anyone out.

1.1.8 Written Exercise: What filters do you want to run your perfect clients through?

Ideal Clients, the Duds, and Everyone Else

1.1.7 Written Exercise: Now go deeper. If you were working only with ideal clients, what qualities would they absolutely need to possess in order for you to do your best work with them? Be honest and don’t worry about excluding people. Be selfish. Think about yourself. For this exercise, assume you will work only with the best of the best. Be brave and bold and write without thinking or filtering your thoughts.

1.1.6 Written Exercise: Get a clear picture of these people in your head. Write down the top five reasons that you love working with them. What about working with them turns you on?

1.1.5 Written Exercise: Now let’s look at your current client base. Whom do you love interacting with the most? Who do you look forward to seeing? Who are the clients who don’t feel like work to you? Who is it you sometimes just can’t believe you get paid to work with? Write down the names of clients, or people you’ve worked with, whom you love to be around.

1.1.4 Written Exercise: Define your ideal client. What type of people do you love being around? What do they like to do? What do they talk about? With whom do they associate? What ethical standards do they follow? How do they learn? How do they contribute to society? Are they smiling, outgoing, creative? What kind of environment do you want to create in your life? And who will get past the Red Velvet Rope Policy that protects you? List the qualities, values, or personal characteristics you’d like your ideal clients to possess.

1.1.3 Booked Solid Action Step: Dump the dud clients you’ve just listed in the preceding exercise. It may be just one client, or you may need another two pages to write them all down.

1.1.2 Written Exercise: Now take a good, hard look at your current clients. Be absolutely honest with yourself. Who among your current clients fits the profile you’ve just created of people who should not have gotten past the red velvet rope that protects you and your business?

1.1.1 Written Exercise: To begin to identify the types of clients you don’t want, consider which characteristics or behaviors you refuse to tolerate. What turns you off or shuts you down? What kinds of people should not be getting past the red velvet rope that protects you and your business?