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Discover the 5 most common mistakes coaches and mentors make in business that self-sabotage their reach, impact and income (and how to overcome them) with guest Martin Traz.

We discuss

  • What an expert legacy is
  • Creating your legacy
  • Why you shouldn’t be playing in someone else’s pond
  • How to create your own market
  • Being prolific and not mainstream
  • Ensuring you’ve created a new belief for their audience
  • Why you can’t swap beliefs too many times for your audience
  • Ensuring your ideal market have the right buying behaviours
  • Giving your clients a sense of heroism
  • Why you need a Signature System
  • Having a step-by-step growth plan
  • And more!

    More about Martin Traz

    Martin Traz is the creator of the Expert Legacy System and the Expert Legacy Growth Map, which helps coaches, mentors, and thought-leaders turn their Expert Business into an Expert Legacy. 

    He imagines a world where your reach and impact as an Expert transcend borders, cultures, and even generations, and believes that the only certainty we have about unlocking our Expert Legacy, is the certainty that we purposefully create with the right mix of mindset, method, map, and mentorship.

    Martin would like to invite you to join his tribe of Legacy Builders, and transform your Expert Business into an Expert Legacy. 

    He imagines a world where your reach and impact as an Expert transcend borders, cultures, and even generations, and believes that the only certainty we have about unlocking our Expert Legacy, is the certainty that we purposefully create with the right mix of mindset, method, map, and mentorship.  

    Martin would like to invite you to join his tribe of Legacy Builders, and transform your Expert Business into an Expert Legacy. 

    Get your free download

     

    TRANSCRIPT:

    Renee:

    Welcome back to another episode of Leveraged and Loving It. Renee Hasseldine here and today I’m joined by Martin Traz, who is the creator of the Expert Legacy System and we’re here to talk about the five expert business killers. So if you have an expert business, which I’m guessing you do because you’re listening to my podcast, these are the five things you want to look at for to make sure you’re not doing it because it’s going to kill your business. Welcome to the show Martin.

    Martin:

    Thank you so much for having me here. I absolutely love your show and it’s a real honour to be here. You have such great guests on your show and it’s filled with such great content. So I know your audience is digging this podcast and I’m happy to be here and add a little bit more of wisdom for them.

    Renee:

    Yeah, it’s great, great to have you here. And we’ve been kind of chatting of Facebook Messenger for a while now, so-

    Martin:

    Yeah, we have.

    Renee:

    … it’s been awesome. And we’ve been nerding out on visual models and signature systems and we kind of get excited about the same stuff.

    Martin:

    Exactly. When I saw you talking about signature systems, I’m like, “OMG. Somebody gets it like I get it. Somebody knows this.” So I’m like, “I have to connect with her.” Yes.

    Renee:

    Yes, yes, yes. Awesome. Well, it’s great to find another like-minded model addict.

    Martin:

    That’s right, yeah.

    Renee:

    Awesome. All right, so tell us what you mean by the phrase expert legacy. What does that mean?

    Martin:

    Okay. So when I talk about expert legacy, I’m talking about the lifelong journey you have as an expert in your market. Unfortunately, it’s so sexy these days to focus on the here and now and the short term. Right?

    Renee:

    Yeah, we want like instant gratification. Give it to me now.

    Martin:

    Yeah, exactly. Right? What can I do right now to get a client today? What can I do to get 10 clients by the end of the week? We’re so focused on the short term that we lose perspective on where we’re actually headed with our business, right.

    Renee:

    Mm-hmm (affirmative).

    Martin:

    I mean let’s be honest, as expert business owners, it takes so much work to get the initial inertia, to get the ball rolling with our business. Right?

    Renee:

    Yeah.

    Martin:

    Some of us could take months, maybe even years. It takes a while to really get the momentum going, right. And then once it’s rolling, we want to make sure that we have a future in place, a vision, and the systems in place to ensure that ball can keep rolling far into the future, long after you are ready to maybe even take a step back, right. I think a lot of expert business owners are probably facing the reality one day that they’re going to want to retire or they’re going to want to step back from their business. And because they are their business, they’re going to have a hard time taking themselves out. Right?

    Renee:

    Yeah, yeah.

    Martin:

    So when I talk about expert legacy, I’m talking about what are you doing? What systems you have in place, what vision have you created in your business so that you’re not just reaching your audience now. Absolutely, it’s amazing that we can help people today and across the world but how are you going to continue to help people years from now? Even after you’ve decided to step off of the stage as the frontline person.

    Renee:

    Yeah. Nice, nice, nice. And I know a lot of our audience does actually care about their legacy because generally I find that the people that I’m working with and that I’m attracted to are people who are change makers. They’re people who care about making a difference and having an impact. It’s a classic that they do want to leave a legacy, totally. They dream about something that’s totally bigger than themselves and I know that to be true. Otherwise, they’d be better off just going back to corporate.

    Martin:

    Exactly.

    Renee:

    “Oh, I started a business to work more hours and make less money. Awesome.”

    Martin:

    Exactly. You’ve created all the inertia and one day you’re just going to step away from it and it’s going to disappear. Right?

    Renee:

    Yeah.

    Martin:

    But there are people that you can continue to serve and help, that you are meant to serve and help, even generations from now. You can do that. It is possible as long as you get the right planning in place and you put in some key important ingredients like a signature system.

    Renee:

    Yeah. Awesome. Great. Well, let’s jump into what are the five killers. What are the things that you see that are actually killing people’s expert businesses?

    Martin:

    Absolutely. Yeah, for sure. So if you can just follow the next few minutes here and really write down and pay attention to these five killers-

    Renee:

    I’ve got my pen ready, I promise.

    Martin:

    Good, good, good. Because if you can avoid these five killers, you are going to be one of those individuals that is going to carry your legacy forward. So if that is indeed important to you, pay attention, right.

    Renee:

    I’m listening.

    Martin:

    Okay. So first of all, the reason I know about these five killers is because, believe me, have made all these mistakes myself more than once. Okay.

    Renee:

    Yeah, I’m ready for come [crosstalk 00:05:01]. Yep. Yep. Hashtag down here, guilty. Been there, done that.

    Martin:

    Yeah, exactly. Right? We are all students of our own mistakes too.

    Renee:

    Yeah, I’m 19 years in business. If I haven’t made these five mistakes I’ll be surprised.

    Martin:

    Yeah, exactly. Right? So over the last half decade of doing one on one client work, I’ve been able to notice these mistakes because I’ve made them and I’ve seen them come up over and over and over again. Right, they come up in different sequence. Maybe the first mistake comes up with one business but mistake number three comes up with another. But eventually, they call creep up if you’re not cautious of them, if you’re not aware of them and they have the potential to really derail your business, right.

    Renee:

    Yeah.

    Martin:

    And we want to avoid them. So first things first is the number mistake that I see coaches, mentors, thought leaders make is that they are playing in somebody else’s pond.

    Renee:

    Mm-hmm (affirmative). Okay.

    Martin:

    They’ve stepped into somebody else’s world with whatever their offer is and they’re trying to compete with their audience, saying, “My offer is better. My offer is cheaper. My offer is this. You’ll get more one on one time with my offer.” They’re finding some way to compete in an existing market with what I call an improvement offer. Okay?

    Renee:

    Yeah.

    Martin:

    Improvement meaning, mine’s better or mine’s cheaper or mine’s faster.

    Renee:

    Yep.

    Martin:

    And the problem with that is, if you step into a marketplace, into somebody else’s pond with an improvement offer, you’re never going to win. Why? Because every existing market already has a leader in it. Every single one. It doesn’t matter which market you choose, which one you’re in. No matter how specific your skills are, every single market already has an existing leader in it. And there’s lots of data that proves that it’s almost impossible to dethrone a leader of an existing market. Okay? Just look at the Bings that try to take over Google. Just look at the ebook readers that try to compete with Amazon. Just look at the Lyfts that try to compete with Uber.

    Martin:

    I mean those are technology examples but those examples, I mentioned those ones because they’re easy to see because those companies are public. They share all their information. In our expert businesses, because most companies are private, it’s harder to see the information publicly but the same things are happening. Right? We’re not excluded from the same market conditions. So when we step into existing markets, we are competing with somebody who’s already a leader out there. And if we say that, “Hey, I’m cheaper than them or I’m better than them,” you are by virtue solidifying their expert position because you’re comparing yourself against the benchmark.

    Renee:

    Yeah.

    Martin:

    They are the benchmark.

    Renee:

    Yeah.

    Martin:

    Right?

    Renee:

    Yeah.

    Martin:

    So how do you avoid falling into the trap of competing in existing market?

    Well, you want to create your own market, right. And I know that’s not the first time you’ve heard that but let me give you a new perspective on it and exactly how to do this effectively, okay. Here’s how I do this with my clients. This is how I teach it. It is very, very simple. You go onto the marketplace and you listen, right. You listen to what everybody else is saying. You listen to their messages. You listen to their offers. You see how they’re ascending the clients. You see the point of views and the beliefs they’re sharing in the marketplace and you listen to everything.

    Martin:

    And if you listen long enough, you’re going to find something that you fundamentally do not agree on or that you think is an outright farce. Right? Or perhaps you have a more seasoned perspective on the topic and you’re going to step into that marketplace with a new belief and new position. Okay?

    Renee:

    Mm-hmm (affirmative).

    Martin:

    And by the virtue of doing this, you’re basically creating this new viewpoint, this new opportunity in the marketplace. And the way to make sure it’s effective is to ensure that it’s your new viewpoint, however you’re going to go against the grain, right. Whatever you’re going to say that’s going to go against what everybody else is saying, is to ensure that it is prolific and that it is polarised. And that is how you’re going to create a successful new market.

    Martin:

    What do I mean by that? Okay, what is polarising? Polarising means that you’re going to find people that agree with you and you’re also going to find people that really disagree with you. Okay? If you’re creating a new market where everybody’s in agreement, you might have done something wrong because you need to be attracting those true fans that truly believe your unique viewpoint. Okay? That’s how you’re going to bring them into a new market.

    Renee:

    Yeah. All right, great. Can you give me a concrete example? Like for me, how can I implement this?

    Martin:

    Okay. Well, let’s talk about podcast. As a [inaudible 00:10:53] example, lets talk about podcast, okay?

    Renee:

    Sure.

    Martin:

    Because we all know who, for example … let’s see, who is a good example that everybody will know?

    Renee:

    John Lee Dumas, Entrepreneurs on Fire.

    Martin:

    Yeah, John Lee Dumas or like even more so let’s talk about … I just forgot his name. Interviews a lot of celebrities. Oh my gosh. Big hair, black guy. Oh my gosh, I just forgot his name. I blanked. Okay, nevermind.

    Renee:

    Let’s just go with John Lee Dumas.

    Martin:

    Let’s go with John Lee Dumas. Okay. So John Lee Dumas. If he came into the marketplace saying the same thing everybody else was, following the same podcast model everybody else was, he wouldn’t be special. He would be the mainstream. He would get himself lost in with what everybody else is doing, right. A podcast per week talking about the same topic and the same questions and it wouldn’t be truly new and unique. Okay? But what is John Lee Dumas’s story? His story is that he fell in love with podcasts because he was driving to work everyday, hating his job, and listening to podcasts on the way, trying to inspire himself to get himself out of the bad situation he was in for work.

    Martin:

    But what happened is that he listened to a podcast and then it would be over and then he wouldn’t have anymore podcasts to listen to, right. So he thought, “Okay, well is there other podcasts out there that record a show every single day that speak to business and entrepreneurs?” And for him, he couldn’t find it. He couldn’t find somebody else doing that every single day, day in, day out for their audience. So he thought, “This is my unique viewpoint. This is my opportunity.” Okay?

    Renee:

    Yep.

    Martin:

    I want to create a podcast for an audience that they can tune into every single day and be inspired by entrepreneurs and thought leaders. That was his unique model in an existing podcast world.

    Renee:

    Yeah, yep.

    Martin:

    And you know what? It worked for him because how many years later is he still doing it, right?

    Renee:

    Yeah. The daily podcast.

    Martin:

    Exactly. Exactly, okay. So prolific is about doing something that some people are going to disagree with but some people are going to agree with. And you want to have that diversity because the people that agree with you are going to be your true friends. They’re the ones that are going to follow you through all of your social media posts and all of your emails and look forward to your book releases and look forward to your next YouTube video. They are the fans you want to attract to create a market.

    Renee:

    Yeah.

    Martin:

    Okay?

    Renee:

    Yep.

    Martin:

    The second thing is prolific. Whatever you’re creating your new marketplace, it cannot be mainstream, okay. People are not interested in mainstream. Volume, viewership, eyeballs do not pay attention to mainstream. They pay attention to interesting, right?

    Renee:

    Yeah.

    Martin:

    And there’s two ends to this. There is the mainstream and there’s crazy, okay. So an example of this, mainstream might be, for example, if you are a coach in the nutritional space. Mainstream is you’re talking about the food pyramid and daily recommended food intake. We’ve all heard that. We heard that in school. It’s not interesting. It’s not new. We’re not paying attention to that, but then there’s the few people out there that perhaps are doing the I’m not going to eat diet. I’m going to go outside and get all my nutrients from the sun, okay. There’s that cult crowd. And yes, they have some eyeballs. There are people that are attracted to that. But the volume of that is always going to be small, right. The volume on that is not going to be enough to scale a business for a legacy.

    Renee:

    Yeah.

    Martin:

    The sweet spot is in the middle. It’s something that’s not mainstream. It’s not crazy. It’s prolific, okay. So you’re creating this new category that is prolific and it’s interesting and it has a new viewpoint. And if you can do that, then you’re going to be this lighthouse for your audience in the fog. Now, they’re going to see you. They’re going to hear you and they’re going to gravitate towards you and they’re going to come into your new market, where, by the way, you are the leader because you created it.

    Renee:

    Yeah.

    Martin:

    Anybody that comes in after you will always be second best because you are the leader.

    Renee:

    Yeah.

    Martin:

    So if people want to work with the best and people do, they will work with you.

    Renee:

    Yeah. Yeah. Awesome. All right, give us mistake number two.

    Martin:

    Okay. Mistake number two is very closely tied to number one and that is all about ensuring that you’ve created a new belief for your audience.

    Renee:

    Is that the mistakes? Yeah.

    Martin:

    So yeah, the mistake is that most businesses aren’t getting their audience to truly believe in something new, a new opportunity. Again, most businesses are going to an existing market and regurgitating all the same messages, all the same opportunities, all the same offers. They’re not getting their audience to believe in something new. Okay? You have to come in with a new believe, okay.

    Renee:

    Yeah, like signature systems are the best thing in the whole wide world.

    Martin:

    Yes, absolutely, right. Absolutely.

    Renee:

    Hashtag business porn.

    Martin:

    Yes. Yes. And the important thing here is that if you can get your audience to believe in something new, then they’re going to come into your world. They’re going to come into your new category and they’re going to listen to you as their go-to leader, okay. If you can get your audience to believe, believing you specifically Renee. If you can get your audience believing that signature systems are the most important element in an expert business, then it doesn’t matter what other objections they have.

    Renee:

    Yeah.

    Martin:

    If you can make them believe that, all the other objections, they dissolve. They’re not going to have enough objection of duration of a course or flying out to see you or paying whatever price you want for your courses. You get to create your own value and people will pay it because they believe in what you believe.

    Renee:

    Yeah.

    Martin:

    But a lot of businesses are not creating that new belief in their business. Therefore they are having to default back into, I’m better. I’m cheaper. I’m faster.

    Renee:

    Yes, yes, yes.

    Martin:

    Back into the improvement offer, right?

    Renee:

    I’ve got a question for you on that Martin because what I do find is because a lot of the time what’s happening is people haven’t come across me before, because it’s a new belief and because it’s different to what everyone else is doing, that often I need to educate my market first before they even know that they need me, right. So yeah, I’m curious to hear your thoughts on that.

    Martin:

    100%. And that’s why education-based marketing is so important in our world, right. We need to go out there with a message that needs people to have the same epiphany we had. Okay?

    Renee:

    Yeah.

    Martin:

    You believe signature systems are the most important thing because somewhere down the line, somewhere in your journey, you had an epiphany where you realised that.

    Renee:

    Yep.

    Martin:

    Okay? It might have been when you were sitting with your … I’ve heard this story. You were sitting there with your friend. I think at a coffee shop or somewhere and you were brainstorming. You realised that visual models and signature systems are just like the bomb and are so important. You had an epiphany moment in your business.

    Renee:

    Yes. Yes, yes. That moment was with Stevie Schafer, my general manager while we were in Brisbane, Australia attending the We Are podcast conference and we wagged the second day and we went and sat in a food court that had free wifi and we just went, “Oh my god, this one part of this seven stage process that we’ve been doing all this time,” the bit about the visual models, “that’s actually the best bit.” And that was our epiphany.

    Martin:

    Exactly.

    Renee:

    And we just transformed the whole business that afternoon. I created the sexy models system and all the four models that go with it. I did that all in one afternoon, sitting in that food court. And Stevie, at the same time, was updating the website. So I was creating models, sending through to her in Slack and she was putting them on the website. I was like Yes, yes, yes, yes. Go, go, go, go, go.

    Martin:

    Oh.

    Renee:

    And then we went back into the We Are podcast going, “We are geniuses.”

    Martin:

    Exactly, right. Amazing. And what we can do to get our audience believe, which you can do to get your audience belief, is to just keep telling that story. Right?

    Renee:

    Yeah.

    Martin:

    Tell that story over and over and over again and never get sick of telling that story. Because here’s the thing, your audience needs to believe in your viewpoint, right, to follow you. And that story, giving it in the same epiphany is the best thing you can do to create that belief.

    Renee:

    Yeah.

    Martin:

    And believe me, think of any leader we’ve ever followed. We probably know their stories inside and out. Why? Because we’ve heard it more than once, right?

    Renee:

    Yeah.

    Martin:

    Sometimes we get a little bit afraid about sharing the same content. As content creators, we’re like, “Oh, I can’t share that again. I’ve already shared that. People are going to think I’m out of ideas.” But the truth is, the most important thing you can do is to instil that belief in your audience and you do that by sharing the same stories over and over again from different angles, right.

    Renee:

    Yeah.

    Martin:

    Take a new twist on it. Share a different story but keep sharing the same epiphany moment and one day, for that person, it’s going to click. Maybe it’s the third or fourth time they hear it but it’s going to click and they’re going to believe the same thing you believe and they’re going to follow you into a new market.

    Renee:

    Yeah.

    Martin:

    Okay?

    Renee:

    Awesome.

    Martin:

    So to avoid the mistake, keep sharing your stories, right. Think back when you had the epiphany that made you unique and interesting and polarising and retell that story over and over and over again and make your audience believe it and they will follow you.

    Renee:

    Yep, great. So hold on, I’m just checking. Is that the answer to the mistake number two or is that a separate one?

    Martin:

    Number two, yeah.

    Renee:

    Yeah.

    Martin:

    Number two.

    Renee:

    So keep telling the stories, yep.

    Martin:

    Yeah.

    Renee:

    Awesome.

    Martin:

    And then to add to that, this is also really important. It’s a two part thing, so really, really important. Once you get your audience to believe something, that’s it. Never, ever, ever get them to believe something new. You only ever have one belief in your entire expert business. Because here’s the mistake a lot of business owners are making and this is why they’re losing people. They’re losing their followers is because they work hard at getting somebody to believe something and the person’s like, “Okay. If I believe you on this, I believe I’m going to get the results I’m looking for.” So they buy the course, attend the training, fly out to the event. They spend the money. They take time with the coach.

    Martin:

    They do the work and then a month later, that individual, that coach comes out and says, “Oh, now I need you to believe that Instagram’s the hottest thing on the market,” okay. Too many business owners are creating new beliefs for their audience every single month. And you know what? Your audience will believe the first time, maybe even twice, but after a couple times they’re going to be like, “Hey, come on. You’ve already asked me to believe two things and you said I was going to get my results if I just believed those two things,” right? “And now you’re going to ask me to believe a third and a fourth thing? I’m out. I’m out.” And that’s what’s happening right now in a lot of expert businesses.

    Renee:

    Yeah.

    Martin:

    Right?

    Renee:

    Yep.

    Martin:

    And that’s why-

    Renee:

    I do see that a lot actually with experts. I think that comes from scarcity and fear-based as well is that they’re like, “Oh, I didn’t quite get enough traction on this thing so I’ll try something else.” And, “I’ll try something else.” And, “I’ll try something else.”

    Martin:

    Yeah.

    Renee:

    You’ve got to have the certainty and the conviction in your own authority and in your own beliefs and follow through consistently.

    Martin:

    Exactly. And you know what? If you’re doing that, if you’re having those mental self negative talk, it’s because you’re probably working and playing in somebody else’s pond. Because if you’ve created your own category, that category came out of a new belief and the entire category is born out of that one belief. That’s it.

    Renee:

    Yeah.

    Martin:

    Right?

    Renee:

    Yeah. Yeah, I mean I didn’t even consider myself to have what people would call competitors. I’m like, “I have no idea.” I just play in my own lane. I do my own thing.

    Martin:

    Yeah.

    Renee:

    I’ve got no idea what anyone else is doing because I’m having way too much fun working with my own clients.

    Martin:

    Exactly. And all of the content you put out, all of the courses you put out, all of the one on one, everything is revolving around that one belief.

    Renee:

    Yeah.

    Martin:

    On belief will last your entire business.

    Renee:

    Yeah.

    Martin:

    You don’t need more than that. Don’t go creating a dozen beliefs in your audience. No. You focus on one for the life of your business. That is how you create an expert legacy around one belief.

    Renee:

    Yes, yes. And this is why you and I get along so well Martin, because I totally love what you’re saying here. Because this is what I say to my clients in terms of you create your signature system and then your whole business is based on this signature system.

    Martin:

    Yes.

    Renee:

    Don’t go creating another signature system.

    Martin:

    Yes.

    Renee:

    That’s it. That’s your thing. That’s your legacy. That is your thing that you focus everything on, consistently on message.

    Martin:

    100%.

    Renee:

    On the signature system. Stop chasing shiny objects, people.

    Martin:

    This is why we get along.

    Renee:

    Yes.

    Martin:

    Exactly, yes.

    Renee:

    Ranty, ranty, ranty with Martin and Renee.

    Martin:

    And I’m going to add to that when we get to that signature system part of the mistakes for sure.

    Renee:

    Yeah, cool. Awesome.

    Martin:

    Okay. So let’s jump into number three here.

    Renee:

    Yes, let’s do it.

    Martin:

    Mistake number three. So, by this point, you’ve created your own market. By this point, you’ve come up with one new belief for that new category. Now this is where a lot of people make a huge, huge mistake. Because everybody listens to this phrase, the richest are in the niches, right. So they think, as long as I can just narrow down to-

    Renee:

    Or I’m going to translate that to Australian, the riches are in the niches, which then it doesn’t actually make-

    Martin:

    That’s right, that’s right.

    Renee:

    It’s not said so much over here because it doesn’t rhyme.

    Martin:

    You know what? I actually used to say niche. And then I spent too much time listening to marketers on this part of the world and now I say niche as well.

    Renee:

    There you go.

    Martin:

    Okay, so this is what happens.

    Renee:

    We love all the accents on this show.

    Martin:

    Yeah. What happens is people are like, “Okay, I hear you. Riches are in the niches. I’m going to narrow down one person and if I can do that, I’m going to be rich.” Right? But what happens to a lot of people? They narrow down one person that is not a buyer. They have not created demonstrated buying behaviour and there’s a huge, huge difference there.

    Renee:

    Yeah.

    Martin:

    That’s not the whole story. The whole story is, okay yes, find the gap in the marketplace but then here we need to find the market then in the gap. And finding people that have demonstrated buying behaviours that are your ideal market, are that marketplace in the gap. Okay. I call them my heroes. I like to use the term heroes. Why? Because I really, really dislike the terms customer avatar, for example. I feel like I’m a computer spitting out a receipt. It just sounds so robotic. They’re like these drones that we’re targeting, right.

    Renee:

    Yeah.

    Martin:

    But to me, they are the heroes. They are the true heroes in the story because they are the ones that are going out there and creating change, the real change in the world, right. Us as coaches and mentors, our soul job with our signature system, with our new market, with our one belief, our only one job in this world is to put the cape on our hero.

    Renee:

    Nice.

    Martin:

    Okay? And when you think about them as your hero, it also takes you out of your ego because you are not the person in the spotlight. You’re not this intrepid leader with fireworks going off and this cape behind you, right. No.

    Renee:

    You mean they’re not going to bow down to me? You’re killing me now.

    Martin:

    No. I mean a lot of people go in the marketplace with that attitude. Okay? But here’s the thing, you are not the Luke Skywalker.

    Renee:

    I hope people get my sarcasm there.

    Martin:

    Yeah. You are not the Luke Skywalker in the story. No, you are not the hero. We are the Yoda’s, right. We are the Obi-Wans, for all you Star Wars geeks out there. We are the people on the edge of the spotlight, giving our heroes a hand up, handing them the cape, putting them in the spotlight, and letting them be the heroes of their story.

    Renee:

    Yeah.

    Martin:

    Okay? That’s why I call them … On a side note. This is the side round. That’s why I call them the heroes. I really like that word.

    Renee:

    Nice. Nice.

    Martin:

    So a good hero-

    Renee:

    Well, I call my people superstars.

    Martin:

    There we go. Same thing, right?

    Renee:

    I’m like, “Hey Superstar, how you doing?” All my clients know I call them superstar all the time.

    Martin:

    Exactly.

    Renee:

    Because I believe they are superstars. And I just want to keep reinforcing that belief until they get it too.

    Martin:

    Yes, because they’re in the spotlight, right?

    Renee:

    Yeah.

    Martin:

    We are in the shadows, yeah.

    Renee:

    Yeah.

    Martin:

    Okay.

    Renee:

    I’m like the proud mother there that pushes them out on stage and says, “Go, go, go.”

    Martin:

    Yes.

    Renee:

    “Show them what you’ve got.”

    Martin:

    Exactly. That’s exactly who we want to be.

    Renee:

    I’m the scary stage mama.

    Martin:

    The stage mom. Nice, I like that.

    Renee:

    Yeah. I’m not going to put all the makeup on though. That’s gross.

    Martin:

    So what makes choosing a good hero in our business? Okay, how do we avoid the mistake? So the mistake here is, just to clarify … The mistake for one, not choosing one person to talk to. But the second part of that is not choosing somebody who is actually out there looking for solutions and paying for them. Right?

    Renee:

    Yeah.

    Martin:

    We can help. I hate to say this but we can help unmotivated, broke people all we want. We can feel good about it but for one, if they’re not motivated on their part internally, they’re not going to see their changes through. And second, if you’re not receiving fair value for your services in return, you’re not going to be able to sustain your mission and your business, unfortunately, close its doors early and then you won’t serve the people you’re meant to serve.

    Renee:

    That’s right, yeah.

    Martin:

    So we have to be reaching somebody that actually values our exchange of value with our services and that’s currently looking for solutions. Right?

    Renee:

    Yeah.

    Martin:

    Here’s the thing, if we can stand in front of somebody who is one individual, who we love, who we want to put the cape on, who is our hero, who wants to reciprocate with us to follow us, to give us value and we have a strong, new belief to attract them and a new home, a new market to bring them into, we have a profitable business for life.

    Renee:

    Yeah.

    Martin:

    Right?

    Renee:

    Awesome. All right, let’s go to number four.

    Martin:

    Absolutely. Okay. So number four, so we’ve got a new category. We’ve got a new belief. And we’ve got a hero that we’re going after. Now what do we do? Well, the next mistake a lot of experts are making is they don’t have a signature system.

    Renee:

    Yes.

    Martin:

    Okay. Now why am I saying that?

    Renee:

    I’m not biased here at all people, am I?

    Martin:

    And I’m not saying that just because I’m on Renee’s podcast. This is the honest truth. This is absolutely one of the top five mistakes and here’s why. Because if you don’t have a signature system in your business, then you don’t have a consistent, repeatable, scalable way to serve your audience that you are attracting to your new market. So serve them effectively so that you can get your message out there to a mass audience and serve at scale.

    Renee:

    Yeah.

    Martin:

    Right? If we don’t have a system in place of our signature algorithm or formula, blueprint, call it whatever you want. It’s a signature system in the end, right?

    Renee:

    Yeah.

    Martin:

    If we don’t have that in place, we can’t leverage our time in a way we can create mass results in marketplace. Because if we’re recreating the wheel of every single client, we’re wasting a lot of precious time.

    Renee:

    Yeah, that’s working hard, not smart.

    Martin:

    Exactly. We’ve actually kind of tracked some of this. A lot of my clients will save 95% of their time preparing for a client, figuring out how they’re going to serve them. What’s the next step for them? They save 95% of all that because they just pull out their signature system and the next step for them is this because it’s in my system. Right? The next content they need to go through, the next thing they need to learn is this because it’s already determined and I don’t have to recreate the wheel every single time.

    Renee:

    Yes, yes, yes.

    Martin:

    And here’s the other thing, when you’re creating a new market, right your new niche, the only way that’s going to be successful is if you’re creating it with a solution to facilitate the new belief. Okay, you have to create a new market and a repeatable, consistent, scalable solution at the same time or it will never work.

    Renee:

    Yeah.

    Martin:

    You need both pieces.

    Renee:

    Yeah.

    Martin:

    So anybody out there that’s creating new niches without having a signature system in place, you’re self sabotaging yourself.

    Renee:

    Yeah.

    Martin:

    Right? Right.

    Renee:

    This is amazing because I could just zip it and just go, “Yes, continue.” Give us mistake number five.

    Martin:

    Yeah. No, absolutely, right. And as you can see, it’s all been building upon itself, right. Everything builds upon itself. So a signature system, it’s not just, “Oh, a cool thing that I’m going to go and workshop and create,” and it’s this document method in my shelf. No, you can see that it is integral to your entire business.

    Renee:

    Yes, yes, yes, yes, yes.

    Martin:

    It is the embodiment of your new belief, right. And it is the way that you’re going to serve your hero. Because here’s the other thing that a lot of experts are making, a lot of coach are making mistakes and that is that they believe that the client guides the journey. Now, I know there are coaches out there that are going to flat out disagree with me and that’s okay. You know why? Because I want to be polarising, okay. I don’t believe the client should be guiding the journey.

    Renee:

    Yeah.

    Martin:

    Why? Because they don’t know what they don’t know. You are the expert. You’ve put in the hours. You’ve studied from the experts. You’ve gotten coached and mentored. You are the leader of this market, of this thought, of this movement.

    Renee:

    Yeah.

    Martin:

    And nobody knows best what’s for them than you as the expert, okay.

    Renee:

    Yeah, yeah, yeah. Look, it’s not polarising to me, Martin but I know that there are a lot of coaches out there because as coaches they are trained and told that the client has all the answers.

    Martin:

    I know.

    Renee:

    And I call bullshit because if they had all answers they wouldn’t be coming to you for help.

    Martin:

    Exactly. And I know, a lot of the coaching schools out there are teaching the client has all the answers and it’s your job just to ask the right questions and come up with the answers and figure it out for themselves.

    Renee:

    Yeah. And that is a pure coaching skill. And there’s a time and a place for that as a skill.

    Martin:

    Yes, there is.

    Renee:

    Because you do need to get your clients to buy into what it is that you’re sharing and you can’t be dictator. So I think that there is value in that philosophy but it’s not the be all and end all.

    Martin:

    Exactly. There is a time and place for that. For example, when I’m talking about the importance of a signature system, first off, I don’t tell them this is what your signature system needs to be. No, they have to figure out for themselves because they are the one with the skills, the experience, the wisdom that’s locked up in their head and they need to put it on paper, right.

    Renee:

    Yeah.

    Martin:

    And it’s your job as a coach for them to bring that out. So you do have the coaching responsibilities but once they have a signature system, you also have to be the mentor with the map. To say, “Okay, this is what you need to do with it next to put it into practise.” Because they’re not going to know, right.

    Renee:

    Yeah.

    Martin:

    Okay. So for all you coaches out there that think the client knows what’s best, just consider for a second that you will help them more. You will get them further. You will have more consistency in your business.

    Renee:

    Yeah.

    Martin:

    In fact, you’ll be less stressed because you already have it all planned out. It’s already in place.

    Renee:

    Yeah, yeah. And I think there’s also this blend as well. So you can teach what it is that you are the expert in and then coach in their implementation, right?

    Martin:

    Yes.

    Renee:

    You don’t coach them in the teach part where you’re sharing your expertise. You don’t ask them, “Oh, do you know how to create a signature system? Well, let me help you work that out for yourself.” No.

    Martin:

    No, no, exactly. Here’s the thing, I don’t walk into a gym and tell the trainer, “Let me tell you how I’m going to train myself.”

    Renee:

    Yeah.

    Martin:

    But that’s what coaches are doing when they kind of follow only that strick mindset of the client has the answers.

    Renee:

    Yeah. Yep, yeah.

    Martin:

    When I walk into a gym, I expect the coach to say, “No, you want arms? This is how you get arms. You want abs? This is how you get abs,” okay? Right?

    Renee:

    Yeah.

    Martin:

    First they coach me to figure out what I want and then they say, “Now that I know what you want, I’m going to be your mentor, your guide. I’m going to give you a system so that you can actually achieve what you want.”

    Renee:

    Yeah.

    Martin:

    And that’s when the signature system comes in. Right?

    Renee:

    Yeah, awesome.

    Martin:

    Okay. And that’s a natural pivot into mistake number five.

    Renee:

    Great.

    Martin:

    And mistake number five is that you don’t have a specific, step by step, predictable plan, growth plan in place for your business. Okay. All of us are just chasing our tails, watching our Facebook news feeds, jumping on the next tactic, the next shiny object to execute on. We see this awesome online virtual summit and we take part in it. We’re like, “That was pretty cool. I should do a virtual summit business.” And we drop everything and we create a virtual summit.

    Martin:

    The next week, we sign up from the webinar and the webinar was really good. We’re like, “Wow, that webinar really worked on me. I need to go do a webinar.” And we drop everything. We run and go do a webinar. We’re all just chasing our Facebook feeds and chasing our tails in our business. Right?

    Renee:

    Martin, I am so guilty of doing that in the past. That’s the old Renee. I’m just going to say that is old Renee. I have left that behind but that was so me. And I would try it once. I’d go, “Oh, I ran a webinar and it didn’t work. That doesn’t work for me.” Because of course it doesn’t if you do it once, right. To make any of those tactics work, you’ve got to actually implement a strategy long term and be consistent with it.

    Martin:

    Yeah. And I see very successful coaches getting away with it for a while. I have clients that make multiple six figures in their coaching business and they’ve been doing that strategy. I’m just going to chase the next shiny object, right, and just implement it and fingers crossed and do it once and hopefully it works. And they have some success with it, right.

    Martin:

    Let’s face it. If you are hard working, if you put your nose into it, you can create something out of nothing every time and make something work.

    Renee:

    Yeah.

    Martin:

    But it’s not working as smarter, not harder.

    Renee:

    It’s not leverage.

    Martin:

    You’re constantly recreating it. It’s not leverage and you don’t have a long term plan. A long term plan is going to be the embodiment of your vision. Not only where you want to take your expert legacy and your business but where you want to take your tribe, where you want to take your audience. Because a true expert legacy is not just about you. It’s about what you’re creating as a community, as a tribe. Right?

    Renee:

    Yeah.

    Martin:

    So you need to create a very specific plan, not just for yourself and your business to keep you focused, but so a plan that your audience can see and move towards with you as well. Because that’s where you’re going to create an expert legacy.

    Renee:

    Yeah.

    Martin:

    The important thing is a plan needs to be predictable. Okay? It needs to create momentum. And when I say that, I mean not just building upon what you just did but building upon it at least one and a half times, okay. You can line up dominoes in a sequence, in a domino train and any one domino can knock over the next one that’s one and a half times its size, okay. Leveraging yourself, working smarter, not harder is thinking about what’s the next domino that’s one and a half times bigger than I am now. Okay and having a signature system and a new market and a belief in the right avatar and the right plan can come together to knock over something that’s one and a half times bigger than you, right.

    Renee:

    Yeah. Awesome. So, so good. All right, Martin has given you a lot to think about, right. So he shared with you those top five killers for an expert business just like yours and also the solutions to each of those. So thank you so, so much for sharing that Martin. So, so good.

    Martin:

    Absolutely. Thank you.

    Renee:

    I’m sitting here writing mad notes, nodding away going, “Yes, yes, yes, yes. What he said.”

    Martin:

    No and I was going fast and I shared a lot.

    Renee:

    No, it’s great. That’s our style. That’s the Leveraged and Loving It podcast, right. It’s like we’re not messing around with giving you fluff, people. We’re giving you the real stuff.

    Martin:

    Yeah. And the beautiful thing about podcasts, guess what? You can pause it. You can rewind. You can relisten it. Folks, listen to this podcast two, three times until all of it clicks for you, right. Don’t listen to this once.

    Renee:

    Yeah, yeah. Take all the notes. Take all the notes. And make sure you can go over to the show notes as well where you can grab some more information. If people want to find out more about who you are and what you do, Martin, where can they go?

    Martin:

    Okay. Well, my main hub is my website, which is martintraz.com. Traz is T-R-A-Z. That links up my socials and all that. But I actually want to share a different link instead.

    Renee:

    Okay.

    Martin:

    Because I shared so much today and I know it’s overwhelming. It’s like a fire hose in your face at times, right. I’ve actually created a free gift for your audience today.

    Renee:

    Awe.

    Martin:

    That summarises all five of the mistakes and gives three important actions to overcome each of those mistakes, all in one sheet.

    Renee:

    Awesome. Love it.

    Martin:

    A really, really easy reference guide. And to get that free gift, all you have to do is go over to shareyourpassion.download and it’s there. You don’t have to opt in. You don’t have to give no email or name. It’s there for you as a gift from us. So go there right now. Shareyourpassion.download. You can get your free gift for all your whole summary and the five mistakes.

    Renee:

    No way. Did you buy a new URL for this?

    Martin:

    Just for this, yeah. Just make it nice and easy.

    Renee:

    That’s insane. I love it. I love it. Wild. All right, thank you so, so much for sharing all your genius. I’m actually going to have you back on another episode coming up, so stay tuned. If you love Martin on this episode, stay tuned for the next one because he’s coming back for more.

    Martin:

    Absolutely. I’m looking forward to that one as well.

    Renee:

    Yeah, me too. Me too. All right, thank you so much Martin for being on the show. It’s been great to have you. I’m Renee Hasseldine. You’re listening to Leveraged and Loving it. We’ll talk to you next week.

     

     

     


    renee-b&W webRenée Hasseldine works with coaches, experts & thought leaders to turn what is in their brilliant minds into powerful signature systems using visual models. Her knack for extracting and unpacking thoughts and turning them into unique intellectual property is sheer genius.

    Renée is the author of the best-selling book ‘Share Your Passion’, she is the host of the ‘Leveraged and Loving It’ podcast and a panel member on The Business Playroom TV.

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