UHNW and HNW Women: Who are you? Part 2

RISE to Money Made. Money Spent. Money Kept

The YEAR 2018 - Money Made. Money Spent. Money Kept.

Gross Sales: Did you make £10Mn in 2018?

As an UHNW or HNW Woman had you made £10Million in sales as a small business owner? No? I know a woman who did.

Or,

As an affluent woman in a senior position in a company, had you as a senior member of management enabled your department to contribute in making £10Million for your company?

For those of you that had a good 2018 where the £1Million was NOT the actual money that landed in your bank account, instead it accounted for cash sales but also credit sales.

As a business owner or as head of sales in your company you have come to realise that some people on credit sales will default. Some people will ask for a refund. The £1Million does not include any discount coupons that you promoted in order to attract customers. What was your provision in creating this promotion, 15%? 10%? 20% Was there a referral programme or affiliate commissions that you had to pay for in order to attract more customers through a partner? Was this advantageous to you in the long run? Had you gained sufficient customer sales through the referral programme or affiliate commissions? What about your payment processing fees? How versatile and amenable was the payment process in setup and solutions?

Next. The expenses. As a sole trader (or with a small team) what were your expenses that helped you achieve the £1Million. Where you able to limit third party costs? Had yo limited the number of launches during 2018? Or opted for no launches?

If you did many operations in-house / by yourself what was the physical or mental impact from this that attributed in you reaching a £1Million year?

Major expenses (there are tons of small ones but these are the only major ones that matter to this conversation):

- Facebook Ads (if you have a Facebook account had you spent 00’s or 000’s in ads?)

- Payroll & other support cost (operational support). Did you get value for money from outsourcing this area or an in-house team? How much had you spent in this area? £200,000? £170,000? £100,000?

- Software, Applications & Tech Support. Did you receive value for money from outsourcing this area or an in-house team? How much had you spent in this area? £85,000? £65,000? £50,000?

As a result, hands up those of you that had all of the above expenditures AND you still made a 60% to 90% profit in 2018?

With this money circulating around in your business, would you be tempted to donate 10% to a charity of your choice? How do you view charitable giving as a benefit to your business?

2018: Truths Uncovered About Who You Are In Business + How You Made It

1. When you realised that You Do Not Always Need a Call to Action

One of the key commandments laid out in the How To Do Business Marketing Rulebook is this:

Always have a Call to Action. Always.

Tell people what you want them to do. Tell them again. And again. And again.

2018 showed YOU otherwise.

• You ran ads with no Call to Actions and got better results than when you had a Call To Action at every turn.

• You wrote content rich emails with no Call To Action.

• As an Internet entrepreneur YOU delivered live streams full of value with, you guessed it…no Call To Action.

People were free to decide what to do:

1. With YOUR services and/or products.

2. With connecting to YOU.

And that choice, that power, that possibility changed everything.

THAT IS what happens when you allow people to choose, let them explore AND not take away their power. They like you for it. They begin to trust you. They place you in their 'whitelist'. They place you on their vision board. You become their 'go to' person.

Sometimes, they will surprise you.

PS. I am not saying you should NEVER have a Call To Action, but that it is fun + profitable to break the rules once in a while and see what happens.

2. When you realised that Desire Stretching is the DEATH of All Sales

As one of your stealth strategies is to watch the webinars of other people’ and combing through their sales pages it has the ability to make you feel better about most of the choices that you have made in business.

Sometimes you see GLARING, horrifying errors. Sometimes you see AMAZING, magnetising imagery that makes you want to include the service and/or product in your lifestyle.

Here is what 99% of people do when they try to sell their stuff online:

Issue: They stretch the desire of the service or product and they keep s-t-r-e-t-c-h-i-n-g it until it becomes a paper-thin gauze of nothingness.

Result: All hopes of a sale die. A quick decisive lethal blow to a business service and/or product.

Answer: YOU MAGNIFY the desire. You find a way to turn the desire of the service and/or product into a craving. Like that of a large cup filled with a comforting, satisfying drink that customers just cannot ignore and stay transfixed with want. They have a thirst and you have the drink.

Do you want to know how to do this?

Let us suppose that you sell a weight loss supplement, but it also has other health benefits.

An example of stretching the desire would be that you talk about how this supplement makes people lose weight, beautifies their skin, enhances their libido, gives them more energy, improves their blood test scores, etc.

So, you just stretched the desire now into FIVE different things.

Now, that means that their desire for that ONE core thing, which is to lose weight, is not as magnified as it should have been.

Instead, try and magnify that ONE core desire.

Instead of talking about various different things that your supplement does, only talk about ONE thing.

Weight loss.

And then magnify it by talking about different situations where that weight loss would manifest.

Such as:

“Imagine, never having to worry about buttons popping off your clothes. Or zips unravelling.”

“Imagine slipping into a size that you wore in secondary school.”

“Imagine shopping at a designer boutique and enjoying the fun from the abundance of clothes selection.”

“Imagine walking into a party with people saying “How did she do that? Wow! She looks amazing!”

“Imagine taking pictures and not being worried about what you call your back fat, flabby arms, tree trunk thighs and double chin.”

See what you did. YOU just took one desire, but you magnified it so much that it is now literally impossible for wo/men to walk away from that desire because you turned it into a craving that they want.

Simple but incredibly profound.

3. When you realised that Spontaneously Combusting £000,000’s Launches Are Nothing To Aspire To

Do you remember in the years prior to 2018 where you were determined to become a MILLIONAIRE? That you remember telling yourself “This year I will have my first MILLION”

That you told this to your partner. Your parents. Your siblings. Your closest and trusted friends. They all looked unimpressed, as they had heard it all before. You were beginning to resemble Del Boy from ‘Only Fools And Horses’ (that classic British sitcom where once a week people laughed at the misfortunes of an old ‘wanna be’ millionaire who was still living with his family in a run down council flat in London.)

It was only when you read about other people having the same dream of becoming a millionaire that you realised the pitfalls of the processes in becoming financially wealthy. Financially secure and independent. The main pitfall being pointed out was that it is not the top-line that matters in business but the bottom line. That is, how much money you actually SAVE.

When you were making your service/product known to potential buyers, did you know what the profit was on the launches? How much effort, time and resources went into those launches? Is it higher or lower than your estimation of a launch, or previous launches? What? You do not have an answer?

Let me help you out here. This is what YOU discovered in reaching your MILLION.

This is what a typical £MILLION figure launch looks like:

Sales: £1,000,000 (insert a girly shout YES! Plus #HNWbrag post complete with a vision board of things to buy)

Affiliate commissions: £550,000 to £700,000 (no big name affiliate will promote you without at least a 50% commission rate PLUS leader board prizes)

Refunds & Payment Defaults: £150,000 (Estimated conservatively at 15%)

Launch Team cost: c.£10,000

Affiliate management team cost: c.£30,000

Advertising cost: £100,000 (Estimated conservatively)

Video production / Launch assets creation costs: c.£20,000 (Estimated conservatively)

Payment Processing Fee: £40,000 (based on a 4% payment processing fee)

Profit: £110,000 (this is before YOUR regular on-going organisation expenses)

Translation: You put yourself through months of torture and sleepless nights to give away 90% of your money. *Shrug shoulders* No biggie. (What The Fuck! Are you kidding me!!!)

Needless to say, YOUR enthusiasm died a swift yet painful death and you started to see £MILLION launches for what they really were.

Money sucking, misery-inducing parties of self-importance where only the affiliates make money.

Then a new strategy unfolded before you.

You worked out that having a method/technique that gave you an advantageous, profitable and sustainable income could be achieved where you (a) spent c.£10,000 - £15,000 (sometimes even less!) on specific social media ads, (2) did one or two webinars a month, (3) sent a bunch of content infused emails, all in order to stroll away with around £70,000 after total expenses. Plus, the added bonus for you was the increase in a few thousand people to your list that you could sell to again. And again. And again.

YOU are taking this £70,000 ‘take home income’ in preference to a seven figure launch any day. Especially when…

+ YOU DO NOT have to hire + manage a gazillion people.

+ YOU DO NOT have to beg people to promote your service/product.

+ YOU DO NOT have to create a dozen versions of swipe copy, create any new launch assets. Or anything else!

+ YOU DO NOT have to spend weeks or even months planning + orchestrating the whole thing.

The best part for you?

YOU have learned that you can repeat this process FOUR times a month (and you did, multiple times in 2018) and make way more than one launch for a £MILLION. Plus, you get to keep most of the money AND your sanity. Enough said.