Summary of “The millionaire messenger”: This book will teach you that your knowledge and experience have genuine market value. There are people out there who are interested in your knowledge, experts and are willing to pay for it.
By Brendon Burchard, 2012, 254 pages.
Note: This guest chronicle was written by David Barbion of the blog “Je contrôle mon cerveau”, a user guide to the brain.
Chronicle and summary of “The millionaire messenger”:
INTRODUCTION:
“The Millionaire Messenger” is based on the following three arguments:
- Your knowledge and experience (about any topic and in any field) have market value.
- You can help other people to succeed.
- You can be paid and make a very comfortable living by sharing your advice.
We live in an age of unprecedented entrepreneurship. Information has become an essential value and new channels of communication favor the development of a new and flourishing industry: the expert industry.
If you have a message to convey and an Internet connection, you can make a career in this industry. You can get paid for your knowledge by transmitting this message through six channels of information: writing books, holding workshops, guidance, consulting, supplying products and programs online, and holding seminars.
CHAPTER 1: A crash course in sharing my message
Brendon Burchard is today an international leader in vocational training. His books and training products inspire millions of people. He rubs shoulders with personalities such as the Dalai Lama, Sir Richard Branson, Tony Robbins, Deepak Chopra, Jack Canfield and many other big names from the expert industry.
In the first chapter, he tells the story of how his entrepreneurial adventure began. As a young man, he was involved in a road traffic accident and almost died. Then he had the revelation that gave meaning to his life. Without knowing precisely what he could do and say, at that moment he felt a deep need to transmit a message and to help other people.
CHAPTER 2: Behind the guru curtain
The author talks about how he discovered the work of Tony Robbins, followed by that of other personal development experts. He bought their books, CD, audio programs, DVDs and seminars. He explains how this inspired him in his personal development and how it set him on his path. Despite this, at the end of these studies, he opted for a more traditional career path.
Guided by the irrepressible desire to transmit a message, inspired by these new mentors in personal development and encouraged by his loved ones, the author decided to resign from his office job to launch his adventure.
However, with no experience in this field and without really knowing where to begin, he soon encountered difficulties. He experienced the reality of the obstacle course that he would have to cross to share his message.
After two years of hard work and research, he began to see some results. He eventually became a successful author and then a sought-after speaker. He led seminars, he mentored, he was a business adviser and a trader in information online. With success, money also started to roll in. After three years, his various businesses were bringing in millions of dollars in revenue.
Just a few years later, he founded the Experts Academy to train people who also have a message that they want to pass on. He bases his teachings on his experience and all the difficulties that he succeeded in overcoming in this field.
CHAPTER 3: The expert calling and lifestyle
The author explains that there are highly publicized experts such as Tony Robbins, Stephen Covey, Zig Ziglar, Rick Warren, David Bach, and John Gray to name but a few. Many less well-known experts also make a very good living.
The author gives several examples of inspiring stories from people who have become recognized experts without necessarily being known to the general public. Despite this, they are all very successful in their field.
According to him, anyone can become an expert in any field once they ask themselves the following question: “Is there something that people are always asking me how to do it?” or “What question do people always ask when they get stuck on such or such a problem?”
He lists nine advantages that according to him explain why “the expert industry” is the best industry in which to build a career:
1. Passion above everything!
It is an industry of passionate people whose vocation is to share their energy and expertise with the rest of the world to help them grow.
2. Focus on creativity and human relations!
It is a very creative activity because creating products is of the utmost importance when it comes to sharing your message (articles, online seminars, audio and video documents, workshops, guidance programs…). You develop a special relationship with your customers to understand their needs and how to contact them.
3. The world is your oyster!
To make a living in this sector, you only need two things: a laptop computer and a telephone. 92% of experts work from home.
4. Freedom of movement!
No more putting up with a tyrannical boss or grumpy colleagues! The expert industry is very flexible: you work with providers when you need to and you can separate from the most difficult clients if you want.
Furthermore, there is a genuine spirit of collaboration that binds this community of experts. This means that people are willing to help each other. People are very open-minded, which encourages the sharing of expertise for the common interest instead of the competitive mentality of the old economy.
5. Your income depends on you!
Your income will be consistent with the effort you put into passing on your message. The more value you offer people, the more organised you will become in spreading your knowledge, leading you to make more money.
6. Your income will no longer in relation to how much time you spend working!
Expert work is not paid on an hourly basis but in relation to the value that you offer your clients. If someone gives you ideas, information, strategies and contacts that save you time and allow you to move forward in life, you don’t look at your watch or your wallet.
7. You don’t need a big team!
Most experts employ between zero and five employees, even when generating millions of dollars because this industry is perfectly adapted to subcontracting. Tim Ferris talks about this in his reference book “The 4-hour work week“.
8. The tools are simple and affordable!
The old economy required significant entry fees to communicate, manage orders and customers, manufacture, store and distribute. The new technological era has shattered all that! The process has become accessible, easy and fast. A computer and a basic camera are all you need to create all your video and audio communication. The customer buys things in one click, orders go to the manufacturer, then directly to the distributor. It is all automatic. This last step is often eliminated because many of the products are information products. In this case, there are no stocks.
9. Outstanding financial income!
The author talks about the relationship with money because it is a field in which the classic money/working time markers are no longer valid. There is an uninhibited discussion about money and how to make a lot of it. This means that you can spread your message even more widely and you can help even more people.
CHAPTER 4: YOU: Advice guru
Here the author explains the principle of the expert.
Most people think that they have no area of expertise, but they are mistaken.
Through your life experience, you have built accidental expertise in many areas. However, what you do not realise is that there are millions of people who might be interested in this expertise. They may even be willing to pay for it.
Did you ever buy a book about writing a good CV? Did you ever buy a motivational audio programme or spend money on classroom or online training? These examples illustrate “the expert industry”.
The idea is that people are willing to pay for the expertise of someone who has accomplished a task and obtained results. This exchange is interesting because it is the opportunity to pay money in exchange for time savings. You will accomplish something more quickly thanks to the experience of the expert.
Therefore, the questions you need to ask yourself are: What are my potential sources of expertise? How can they help me to teach in the most lucrative sectors of the expert industry?
These are:
- Motivational advice,
- Leadership advice,
- Financial advice,
- Business and professional advice,
- Marketing advice,
- Advice on interpersonal relations,
- Spiritual guidance,
- Advice about style and aesthetics,
- Advice about productivity.
Look through your experience of life, the lessons you have learned and the results you have obtained. Find out which ones could be useful in one of these areas.
There are four types of expert:
- Experts in results,
- Experts in research,
- The experts to follow,
- And the winning trio experts.
Experts in results
are professionals who get results and are recognised as a reference. They have significant experience and success in their area of business.
Experts in research
are those who have carried out extensive research in one field.
Do not worry if you have not necessarily succeeded in a field that interests you because you can become an expert on any topic without necessarily obtaining conclusive results in this area. Simply begin your research now, into a particular subject, and you will become an “expert” in this field.
The author provides a striking example. Napoleon Hill wrote a famous book “Think and grow rich,” which has become a reference in the field of wealth creation. What you may find surprising is that the author was not a wealthy man before he published the book. Napoleon Hill did research and held interviews with successful people to write it. He compiled the results and delivered the conclusions of their teachings.
Based on this principle, everyone can become a leading expert simply by conducting extensive research into a given field.
Experts to follow
are respected by others because they are an example to follow.
People have a natural tendency to ask advice from people they trust and respect, even if they are not “experts” in the field in question.
People regularly ask speakers, authors, celebrities, entrepreneurs, bloggers or Youtubers and leaders in all types of industry for their pearls of wisdom. If you appear to be an example to follow, you can position yourself as a credible expert.
The winning trio experts
When these three pillars of expertise work together (results, research and notoriety) in a domain that is liable to help others, you will become a well-recognised and sought-after expert. When you bring together the person who can get results, the researcher and the example to follow, you will have a magic formula that will make you a renowned expert, the reference in a given field.
CHAPTER 5: 10 steps to an expert empire
The author lists the nine steps that you have to take to succeed as an expert.
Step 1: Choose a topic and master it
- Choose a subject that you are passionate about,
- Or a subject about something you have already done,
- Or think about what you have always dreamed of learning, or
- Choose a subject that you feel comfortable explaining.
Step 2: Choose your public
The best thing to do is to target your audience among a profile of easily identifiable people. It is most likely that this is the only public that really needs to hear your message. This will facilitate effective promotion.
Step 3: Study your public
You will need to study your public and get a good understanding of their needs to offer advice and information that can help to improve people’s lives.
Step 4: Settle on your life story
People feel naturally closer to experts who have genuinely had to fight to make it. Have you known struggles that could demonstrate to your public that you have encountered adversity? They will relate to you more easily and you will project an aura of credibility that is much stronger than any university diploma.
Step 5: Create a solution
Go on to create a product that your public can follow and buy to take them where they want to go. There are five types of products (in order of integration to your communication and their pecuniary value).
- Products you can read: books in paper or digital format, manuals, articles, newsletters, blog posts, instructions and transcriptions.
- Products you can listen to: audio CDs, MP3 files, telephone conference series or personalized calls.
- And products you can watch: home study programs on DVD, online videos and seminars and video applications for mobiles.
- Products you can experience live: seminars, workshops, exhibitions and open-air activities.
- Personalized products you can experience live: exclusive Mastermind programs, training, and mentoring services.
Step 6: Create your website
A website has several precise uses:
- It adds value by offering relevant information,
- It captures the addresses of potential customers (by offering free training) because it is “the key to success” when it comes to building a list of contacts on which you will base all your promotion,
- And it should make money by introducing new products and by having an effective marketing strategy that encourages visitors to buy.
Step 7: Organise campaigns for your products and your programmes
Implement strategic sequences to optimize the purchasing reflex of your potential customers.
There is a well-tried method which consists of delivering real value to the public free of charge to create a climate of confidence, value, and reciprocity, before getting down to the commercial side of the sale. The idea is: “If you liked the free course I sent you, you’ll love my new program entitled xxx”. Once you have created these campaigns, they are automatically and permanently managed on the website.
Step 8: Find partners
You should always be on the look-out for other experts in the community with a public likely to be interested in your training courses and your subjects. Your message will have a greater impact if others pass it on, allowing you to reach a much wider audience.
Of course, you cannot take this step before putting the other aspects in place. Otherwise, you will not be credible to potential partners.
Step 9: Build your business and customer loyalty
Do this by respecting three essential values in order to survive in this business:
- Stand out: this is what makes you and your message unique.
- Excellence: Ensure that the value you offer is equal to or greater than the market and be constantly willing to improve.
- Service: have a deep desire to serve others and offer impeccable service on every level (fair value of products, guaranteed delivery, responsiveness, respect for guarantees).
CHAPTER 6: The millionaire messenger’s money map
Here, the author explains in detail how experts go about making money.
There are six pillars of profit for experts. To genuinely evolve and grow, you need to develop all six at the same time.
The six pillars of development are:
- Write booklets (paper or digital versions), instructor guides for training, subscription blogs,
- Make speeches,
- Lead seminars (often the most lucrative pillar),
- Train and guide (individual or group courses),
- Be a consultant (project creation and management for organizations or businesses),
- Online sales (the main business of experts).
These pillars can be organized around a model financial plan as follows:
- The creation of an information product at a low price (between $20 and $200): an educational program or product in the form of a book, ebook, audio program on CD, or courses on DVD.
- The creation of a low price subscription program offering monthly content (between $9.97 and $197): a specialist newsletter or a new audio CD, videos, or content by other experts.
- And the creation of an information product at an average price (between $200 and $999): home learning on DVD + a user manual + a bonus audio program on 3 CDs.
- The creation of a seminar lasting several days at a high price (over $1000): leading live workshops and seminars (ticket sales + sales of products and additional programs).
- The creation of a consultancy program (between $150 and $350 per hour). This model is not highly recommended because its basis is the traditional hourly model and it may not be very worthwhile.
According to the author, the best thing to do is to start with a consultancy practice. By combining these 5 strategies, you can create a successful financing plan which allows you to bring in revenue above one million euros.
CHAPTER 7: The messenger mind-set
In this chapter the author specifies that to successfully pass on the message, the messenger must have a special mindset composed of:
- A fierce desire to transmit a message. You must have a thirst to share and serve as if it is a mission, an obligation, or a vocation.
- The desire to learn what you do not know, to create what you do not have, and to succeed in delivering your message at all costs.
- The ability to keep a clear vision of your project no matter how long it takes to cross the desert.
- The ability to be simultaneously a student who is always learning (to do things better or differently), a teacher, and above all a servant to help people solve their problems.
- And the ability to master a topic in-depth – you don’t do things by half.
CHAPTER 8: The millionaire mandates
Here the author explains that there are some fundamental skills to develop to succeed in this industry.
Positioning
This is essential to reach the right audience, to get noticed and to stand out from the competition.
Brendon Burchard talks about his high-end strategy. He asks for above average market prices, and he structures his content in a very practical and workable manner. He has a personal style of presentation and he chooses to focus his seminars on training, the quality of the training materials, and the relationships he creates with other experts.
According to Burchard, the ability to stand out, the level of billing, and the links you maintain with other experts are of vital importance when it comes to positioning.
The positioning must be credible by offering high-value content free of charge (via blog posts, videos, webinars, ebooks…).
It must be forward-looking, proposing recent and valuable information, because when people know that your content is the best on the market, they will trust you and buy your products,
It also involves close links to other experts (attending their seminars, going to their meetings, and offering to promote their products).
Presentation and packaging
You must present your ideas, your products, and you as an expert in a way that conveys an aesthetic image of clarity and professionalism (well-structured ideas, produced with an image of quality, a neat and professional appearance for the expert).
Promotion
The author tells us that the approach involves combining marketing and training.
In the old world of marketing, this worked using an “Ad Marketing” strategy, whereby we informed the prospect or customer about something new to come.
Next-generation marketing operates on a different principle, which is to offer valuable content free of charge (products, services, videos, webinars, ebooks) for a certain period. It goes on to propose a new program, this time at a price. The principle is that you never sell without first adding value.
Promotional techniques used:
- Affirmation: any powerful sales message begins with a bold promise.
- Challenge: what problems does the customer face? The best promotions are always those that emphasize what is missing from your customer’s life that you can fill.
- Shared points: if you have no experience of what the customer is experiencing, he will not listen to you. People listen to experts they can identify with. Also, talk about a shared future such as: “I know where you are. I used to be there too. You and I are going to move forward.”
- Credibility: share the reasons that put you in a position to help your customers (the results achieved, research carried out on the topic and the reasons that make you an example to follow.)
- Choice: make your product or service stand out from the crowd by explaining why the other offers are ineffective and inadequate.
- Price comparison: always present the price by establishing a higher value in advance (give details of everything that the offer contains).
- Concern: deal with any objections in advance.
- Conclude: must include a call to action (“to get started, click now on…”) and include a Satisfied or Your Money Back guarantee.
- Partnership: relay your message with partners who will help you to become more widely known. This involves an initial research phase to identify experts in your field. Contact them with an approach they will find interesting (in other words start by showing your interest in what they do and offer your help to enable them to achieve their objectives. In a second phase, you can suggest cross-promotional actions).
CHAPTER 9: The messenger manifesto
In the second last chapter of the book, Brendon Burchard suggests a new state of mind that he would like the expert industry to adopt to develop in the future.
It can be summarised as follows:
A sense of sharing
The idea is that experts learn more and more by getting together and pooling their best practices to train the next generation of leaders.
Innovation and distinction
You need to stand out by creating your own content and sharing your own stories to express the unique character of your expert approach.
Improve the brand image
It is important to focus your attention on the presentation and the aesthetics of the products and services to give an overall impression of quality at every level of communication.
The transition from sales communication to value communication
All communication must be based on the idea of offering value to people.
Achieving excellence in customer service
This is also an integral part of the image you want to convey (responsive, attentive to customer needs, clear information, trial period, and refund policy)… Focus everything on improving the relationship with your customer.
CHAPTER 10: Trusting your voice
In the final chapter, the author explains how the expert industry is entirely original. It brings people more unique tools for growth and freedom than any other. According to the author, his message and that of others are essential, both for personal growth, but also to contribute fully to society.
Book critique of “The millionaire messenger”:
In my opinion, “The millionaire messenger” is an excellent user guide for anyone who genuinely wants to start his or her own business, but has no idea about what product or service to offer.
What a shock I got when I discovered The Millionaire Messenger! I completely identified with this person who was dreaming of something bigger, of taking things to the next level professionally and financially, getting out of his comfort zone. What brilliant idea could I have? How could I do that?
Brendon Burchard made me realize that we all have ideas, knowledge, and life experiences that can potentially be of interest to a large number of people on this planet. It may not appear to be of intrinsic value to us, but other people are willing to pay for it!
In any field, there are potentially people who are interested in what you are doing. This fact was a revelation for me. It gave me the idea to create my blog and to earn money with it. After the initial shock, I literally devoured this book – The Millionaire Messenger. It is an A to Z guide to all the necessary ingredients as well as the recipe for how to take an idea, knowledge, or experience and transmit it to as many people as possible. You can make a living through your passion and help other people at the same time!
Strong points of The Millionaire Messenger:
- A book that will rouse you if you are a person of ambition.
- It allows you to realize that you have untapped potential which has economic value.
- The millionaire messenger blows up a preconceived notion: you are free to work where you want, when you want, and with whomever you want.
- The millionaire messenger also makes us aware that we can have a job we love, help other people and make a good living at the same time.
- It is an introduction to the New World of the digital economy. The new economy has its own logic and it is the antithesis of the old economy.
- The Millionaire Messenger has the potential to change your life.
Weak points of The Millionaire Messenger:
- The Millionaire Messenger is not for everyone: only for people with the mindset of an entrepreneur.
- We can feel a gap on a cultural and economic scale between the financial results announced by t
- The author, proving his success in the United States, and the results you can expect on this side of the Atlantic.
- The end of the book is a bit too idealistic, where the author dreams of a perfect economy.
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