The Room Where It Happens..‪.‬ The Marketing Secrets Show

It's "Inner Circle" week. I want to tell you about what's actually going on in the room where it happens.
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---Transcript---
What's up, everybody? Good morning. It's Inner Circle day and I'm driving down to the event. And I want to jump on and say, what's up? All right, everybody. So, it's Inner Circle day, actually Inner Circle week, which is even better than Inner Circle day. We've got Inner Circle happening today and tomorrow. And then, my Category Kings, which is our upper level, are coming in on Thursday and Friday. And so, this is a full week of serving, and having fun, and being with the people, which I was really excited for.
Some of you guys know my Inner Circle is our high end coaching program I had for seven or eight years. And I closed it down almost three years ago, because I was just tired, and worn out, and just a lot of things happening in my life. And so, we shut it down. And then, last year at FHL we reopened it with some caveats this year. You have to have won a Two Comma Club award to be in the inner circle. And if you want to be in Two Comma Club X, which is the higher... Or excuse me, if you want to be in the Category Kings, you have to been at least made $10 million, so Two Comma Club X. Or yeah. Yeah, so. Anyway, which is cool because it makes the groups just higher standard, higher level, which has been awesome. So, to be in the room, you had made at least a million dollars, which means we can have totally different conversations.
It's interesting, because we had different levels of coaching and consulting programs. For example, we have our Two Comma Club X program, which is amazing. But it's more so for people who are getting started, having some success, but they haven't hit Two Comma Clubs yet. It's interesting, because in that phase of your business, there's a couple things you have to figure out. The first thing you have to figure out is, what is it... Actually before that, it's, who was your dream customer? Who's a person you actually want to serve. That's the first thing people have to figure out. They have to figure out, okay, these are my people.
Then, the big questions are the what and how. What is it you're actually selling and how are you selling it? And the biggest problem people typically have during that phase is they either are selling the wrong what. They're selling what they want to sell, not what people want to buy, or they don't know how to sell. What's the funnel, or the way, or the process, or how you persuade people? So, it's the what and the how.
If you got who, this is who my dream client is, who I want to serve. If you talk to Pedro, Pedro talks about micro-niching, shrinking that who down to, this is my micro-niche. This is my category. This is my people. And then, it's the what and how. So, what are you selling and how are you selling it?
And so, for me, with most people's it's try thing after thing. Let's publish a lot, launch a challenge, launch a webinar, launch a... And you're trying to figure out, what is it that people actually want to buy from you? Okay. That's a little distinction, but it's huge. What do people actually want to buy? Not, What do you want to sell? What does the market want? When I got started, my very first idea was Zip Brander, which was a really cool idea. And I wanted to sell it. I paid for someone to build it, because I knew that this was the coolest thing I could think of. But the market didn't want it. I sold a few, but it wasn't right what. What is it that I'm actually selling? And so, that's why we keep trying different offers and testing things out, putting things out until we figure out eventually, this is what they actually wanted.
And the second question is then, how do you sell it? And so, that's the mechanism. You selling it through a webinar or through a challenge? Are you doing it on th