A lot of what we do in a service-based business is inside our heads.

It’s our thoughts.

For example, the way you take your clients from their problem (the shit part) to the result that you offer – that’s your intellectual property.

Usually, that process is something that you’ve developed. It’s your way of working with clients. It’s your intellectual property.

And it can be tricky to sell because we can feel like it’s hidden. It’s in our brains.

So, quite often we feel like we’re selling OURSELVES because people are buying access to us, to our brains.

So what’s the solution?

I’m not going to say this is the only solution, but it’s one that has worked for my clients and me.

Extract the thoughts out of our heads and creating a Signature System using Visual Models.

That way it’s no longer locked exclusively in your brain.

It’s no longer hidden.

You create your very own Intellectual Property Assets.

And you can then use those visual models to sell what it is that you do.

It becomes EASIER because you have this proven system separate from yourself. So it feels less like you are selling “you” and more like you’re selling a product.

For example, Rosie Shilo who created her own Signature System had massive success soon after. Here’s what she achieved:



What do you need to do to create a Signature System?

Great question.

A Signature System usually needs four visual models.

Each of the models has a crucial role to play in your Signature System and especially in the Pitch Script (which we will talk about below).

I’m even going to make it ridiculously easy for you to remember. Here’s the acronym – SEXY!



1. Success Model

The Success Model is all about, what are the key ingredients your clients need to master to achieve success?

2. Educate Model

The Educate Model is about what your clients need to do to get the result they want.

3. Excite Model

The Excite Model is all about the journey. What is the journey that your client goes on?

And this is the experience and the emotion and feeling of the journey, through the stages of the process.

4. Yes Model

The Yes Model is all about showing your clients the benefits and having them say, “Yes, yes, yes,” to having them work with you.

Those are the four models that you need to sell your thoughts.

What do you DO with those four Visual Models once you’ve created them?

Here’s the magic. This is where it all comes together.

When you’ve got those four models created, you can present them in a particular order to create what I call a “pitch script”.

The Pitch Script is not an icky-sales type spiel.

The Pitch Script is all about educating and adding value to your audience.

Whether you’re trying to get a sale or whether you’re delivering your premium product.

It works at ALL levels of your funnel.

You can use it as a five-minute pitch, a 30-minute speaking gig slot, a half-day workshop or a more extended programme whether that’s online or in person.

For all of these things, you can use these models to contract or expand the information and present it clearly and concisely.

The Pitch Script

So, what does the Pitch Script look like? And how can it possibly be used for all those products?

Let me share with you how to then take those four models and present them as a pitch.

It goes like this:


“This is the journey of someone who wants to …” and then you insert what is the result that your client wants?

Say, for example, you want to be the go-to expert.

“This is a journey of someone who wants to be the go-to expert in their field.”

And then insert the Excite Model.

“This is the journey of someone who wants to be the xxx”, insert the Excite Model.

Then say, “and if you want to be the go-to expert in your field, these are the three key things you need to master”.

Insert Success Model.

Next “and this is how you do it” and insert the Educate Model which is the step-by-step process … these are the things that we need to do.

And finally, and “when you follow this proven system, these are the benefits”.

And then insert the Yes Model.

And that’s it.

You create your four models, and you present them in that way, with that script that I just gave you, and you have a pitch. Whether it’s five minutes or a more extended presentation, you can be on-brand, consistent, and on message every single time.

For example, Kerry Nelson:

Want to dive into creating your own Signature System?

The BEST way to get started is with my FREE training. You get access to a 20-minute video training PLUS a 5-day email course that will walk you through the fundamentals.

Get access now.

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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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