THE

WORKBOOK

GUIDANCE, SUPPORT &

TRAVEL DIRECTIONS FOR WOMEN
ON THEIR WAY TO THE TOP

Mindset
Marketing
Money

Odette Laurie | www.BusinessWomenOnTop.com

A Note From Odette
I get it. I really, really do.

I have been a woman from all walks of life, just like you. An angst-ridden teenager,
a mother, a do-it-all-wife, a know-it-all-divorcee, an academic, an employee, an
employer and a survivor of much.

I coach women, just like you, who have a radical desire to succeed no matter what—
women who strive to build a business, to thrive against all odds. Women who will not
fail.

So here you go. Here is the answer to your problems in your quest to live your
entrepreneurial dream.

“As an entrepreneur, as a business person,

as a woman, I’ve learned that profits don’t just happen.
It isn’t about luck, or timing, or anything soft like that.
Profit is about planning. It’s about domination.”

The hardest part in anything that we do is the beginning. Most people don’t even get
to the beginning because they talk themselves out of it well before they drive that stake
into the ground. Here’s what I know: you want to be successful in business real bad but
something is standing in the way of you taking that first step, taking a giant
leap forward or jumping in with both feet.

That something is you.

I am a business coach for entrepreneurs who want it all. I am a firm believer in radical
self-love, and a proponent of tough love, delivered just as you need it.

I know what it feels like to have your nose pressed up against the window, watching
other people’s happiness, success and fulfillment unfold. It’s no fun. Being a Woman
on Top is about breaking through that window and getting some success for yourself,
making money doing what you love and dominating your profits.
Profit Domination is about taking control of every part of your business and your self.
It’s about facing fears, kicking “buts” and leaving nothing to chance. It replaces luck
with good planning and lets you take control of your money, your mindset and your
future. “The Profit Domination Workbook: Guidance, Support and Travel Directions
for Women on Their Way to the Top” is a necessary tool for any woman who wants
a taste of success or wants to devour it. There are three major arteries you must flow
through: Mindset, Marketing and Money, to get where you want to go. I suggest you
work this book every day to give you the kick in the butt, or your “But,” so that you can
stay on course to getting exactly what you want out of your life and your business.

“It’s your plan that makes you decisive.

It’s your plan that keeps you focussed. It’s your plan
that keeps you out of trouble. It’s your plan that lets you
dominate your profit and achieve success.”

Here are a few other gems about me...

I am an award-winning entrepreneur with multiple business ventures under my belt.
My first business started from a whim and grew into a million dollar shebang.

I have two great teenage daughters (yeah, I know, oxymoron), great friends and a
love of travel. I lived in Europe for five years because I felt like it and I drive my kids
crazy with talk about possibility, opportunity, and not settling for practical or the easy
way out.

I guarantee that you will move mountains if you stay the course. Get in touch with me
at [email protected] so I can give you that kick-ass coaching session
you get with the purchase of this workbook.

To Your Success!

Love,
Copyright and Terms of Use
ALL RIGHTS RESERVED No part of this workbook may be reproduced or transmitted
in any form whatsoever, electronically, mechanically, including photocopying, recording
or by any informational storage or retrieval system without the written express, date and
signature of Odette A. Laurie, owner of Women on Top Business Coaching and author
of this workbook. YOU DO NOT HAVE THE RIGHT TO TO REPRINT OR RESELL
THIS WORKBOOK! If you obtained this workbook from anywhere other than Women
On Top Business Coaching you have an illegal copy. 2013 Women On Top®

Disclaimer
The information presented herein represents the view of Odette Laurie, author as of the
date publication. The author reserves the right to alter, change and update her opinion
as she decides. The publication is for informational use and purpose only. While every
attempt has been made to verify this information provided in this publication, neither
the author nor her partners/associates assume any responsibility for errors, omissions
or inaccuracies. Any slights of organizations or persons are unintentional. If advice
concerning legal or any matters is required, the services of a designated professional
should be sought after. This publication is not intended for use for legal business
practices in any province, state or country in the world. Any reference to any business or
persons, whether dead or living is purely coincidental.
Table Of Contents
Introduction: I Get the Pain, Just Do the Work! ........................................... 1

Section 1:

Get A Kick-Ass Mindset: Confidence, Courage

and Conviction ............................................................................................ 5
Your Manifesto: I’ll Show You Mine If You Show Me Yours! ........................ 7
Worksheet: Your Manifesto ......................................................................... 9
Dump The Brain Trash: Stop It Right Now! ............................................... 11
Worksheet: Dump The Brain Trash ........................................................... 14
Reflections ................................................................................................ 17
How Big Is Your “But”?: Seven Ways You Sabotage
Your Success .......................................................................................... 18
How Big Is Your “But”?: Mindset Equals Money ....................................... 19
Worksheet: How Big Is Your “But”? ........................................................... 20
Reflections ................................................................................................ 28
“No!”: Get Into Bed With the Word “No” .................................................... 29
Techniques: Get Into Bed With the Word “No” .......................................... 31
Worksheet: Get Into Bed With the Word “No” ........................................... 33
It Pays to Fail: Mistakes...I’ve Made a Few .............................................. 36
Worksheet: It Pays to Fail ......................................................................... 38
Reflections ................................................................................................ 40
Section 2:

Marketing Like You Mean It: Connect, Communicate,

Engage, Influence ..................................................................................... 41
Plan To Be Great: Stop Cherry Picking — It Isn’t Working! ...................... 43
Worksheet: Plan To Be Great: Your A, B, C’s ........................................... 45
Reflections ................................................................................................ 47
Get Up To Speed: A Five-Step Process .................................................... 48
Worksheet: Get Up To Speed ................................................................... 50
Launch And Learn: Open Heart and Open Mind ...................................... 52
Worksheet: Open Your Mind ....................................................................... 54
Worksheet: Open Your Heart...................................................................... 56
Worksheet: Launch and Learn .................................................................. 58
Reflections ................................................................................................ 60
It’s A Contact Sport: Is Your Networking More LIke “NOTworking”? ........... 61
Techniques: Getting and Keeping Customers .......................................... 63
Worksheet: It’s a Contact Sport ................................................................ 65
The Perfect Pitch: It’s Not All About You! .................................................. 66
Worksheet: The Perfect Pitch ................................................................... 68
Reflections ................................................................................................ 70
Get The Word Out: Shout it, Shout it Out Loud ........................................ 71
Worksheet: Get the Word Out ................................................................... 74
Reflections ................................................................................................ 80
Get Busy Get Great: To Do List ................................................................ 81
Section 3:

Money is Mindset: A Fortune Worth Working Towards .............................. 83

I’m A Believer: Never Let Money Stop You ............................................... 85
Worksheet: I’m A Believer ......................................................................... 87
Odette’s Lowdown: I’m A Believer ............................................................. 88
Reflections ................................................................................................ 91
Know Your Numbers: What’s Your Magic Number? .................................. 92
Worksheet: Know Your Numbers .............................................................. 93
Reflections ................................................................................................ 96
Money Is Out There: But Where? ............................................................. 97
Worksheet: Money Is Out There ............................................................... 99
Reflections ................................................................................................ 102
Don’t Go It Alone: Get Help, Get Help, Get Help, Get Help, Get Help! ..... 103
Worksheet: Don’t Go It Alone .................................................................. 105
Reflections ................................................................................................ 107
The Networth Funnel: Charge What You’re Worth......................................... 108
Worksheet: The Money Funnel ................................................................. 110
Reflections ................................................................................................ 111
Pull Yourself Together: Odette’s Seven Secrets ....................................... 112
Pull Yourself Together: What are yours? ................................................. 114
What’s Next? ........................................................................................... 115
You want to be successful. But what are you doing about it….I mean
right now? Where do you want to be a year from now? Take it one
step at a time, but take the first step today!

I know it’s scary. I know it’s hard. I know about the pain and sacrifice.
In 2011, I lost my job, both my parents fell ill and eventually died, I
ended a relationship, moved out of my home with my two teenage
daughters, and returned to the city with nothing but a struggling
business. AND the stress was so bad I lost the use of my arms. I was
paralyzed from the neck down to my fingertips from two severely
pinched nerves. I almost don’t believe that story myself.

By the end of 2012, just one year later, I wrote a book, I changed the
face of my business, I changed who I was because I changed who I
wanted to be, I got my ass into a serious coaching program, I spoke
at a major event with celebrity status, and my business began to soar.

It took Confidence, Courage, and Conviction.

But I’m here to tell you: Use the workbook, do
the hard work —right here, right now —and you
will dominate your profits. Let’s see where you
are one year from now!

1
There are two sides to being an entrepreneur. The business side is all
about marketing, sales and service, money and so on. The personal
side is all about who you are and how you show up to do business.
You can’t have one without the other and to dominate your profits,
you need to work on your mindset, marketing and money.

The common denominator is YOU. You bring “you” to both your

personal life and your business life. This workbook is all about YOU
and how you will develop the confidence, courage, and conviction
to dominate your profits. YOU have what it takes, just do the work.
Open the workbook right now. Take your first step right now. Even if
you have only 10 minutes a day, use it!

You have what it takes.

Oh yes you do!
Mindset
Marketing
Money

2
Change can be difficult and overwhelming. When you start up a
business, you work 24/7. Building the life you want takes practice,
not to mention lots of thinking, decision making and action, changing
mindsets, forming new habits, learning new things, and sticking with it
no matter what!

This workbook has checklists, tips, ideas, inspiration and knowledge

in bite-sized chunks with worksheets and activities for you to learn,
practice and do. There are spots for reflection, questions, ideas, and
lessons learned for next time. Show up at this book every day and do
the work. You can read it, but business success comes from doing,
not reading.

3
There are three sections to the workbook.

Section 1: Get a Kick-Ass Mindset. In this section, you learn strategies

for dealing with adversity, building your confidence, courage and conviction,
overcoming your fear and self doubt, finding your “why,” and effectively handling
negativity and nay sayers.

Section 2: Marketing Like You Mean It. This section gives you practice in
networking and attracting and keeping your customers, pitching your product or
service, getting the word out near and far, and developing a business plan built
on your “why.”

Section 3: Money is Mindset. Section 3 is all about money: how to get it, how
to make it, getting paid what you’re worth, and what to do if you don’t have any.

4
 Mindset

SECTION ONE
The exercises in this section will give you practice and strategies for
dealing with:

Self doubt
Procrastination
Indecision
Monsters under the bed
What if’s
Big “Buts”
Negativity
Nay sayers
Bad little voices in your head, and
Any other barriers standing in your way to
Profit Domination

6
What are you passionate about? Why do you want to build your own
business? What will drive you when things get tough? If you don’t
know WHY you’re doing something, you’ll never reach your goal.
BUILD YOUR BUSINESS AROUND YOUR WHY. Your WHY is the
root of all you do and must be personal.

Do you want to be your own boss? Work from home? Travel? Set
your own hours? Fulfill a lifelong dream? Make more money? Learn a
new skill? Charge what you’re worth? Send your kids to college? Buy
a cottage? WHY DO YOU WANT THIS SO BAD?

When we develop your business plan, your vision and goals will be
aligned with your WHY and this will give you the confidence, courage
and conviction you will need to deal with adversity. Here is my WHY!

7
Odette's Manifesto

8
I’ve shown you my WHY. Now it’s time to write yours. I know you’ve
been thinking about it. Now is the time to bring it outside of your head
and put it on paper. Make it real, attainable and doable. When you
see your WHY on paper, it becomes a type of commitment. It’s no
longer an idea rambling around in your head, but something concrete
that you can stick on your fridge, post on your webpage, put on your
screensaver or I-pad, and tell the world about! Once you get it out
there, you’ll feel both liberated and scared!

9
1 Write down the most important, compelling personal reasons you
have for starting your business? What do you really want? What is
driving you?

2 What are your core values and beliefs? What are you going to
stand up for? What are you most committed to? When everything
is falling around you, what is going to keep you going? This is your
heart and soul and the stuff you’re made of!

I believe

10
Do you wake up loathing what the day will bring? Do you routinely
hear negative voices in your head saying “you’ll never make it,”
or “quit while you’re ahead,” or “you’re about to make the biggest
mistake of your life?” We all get this brain trash which creates self
doubt and negativity. STOP IT RIGHT NOW! You can learn to DUMP
THE BRAIN TRASH and build a positive mindset.

Try this...

When you wake up each morning, write down

three things that you will accomplish that day.

Write down three things that you are great at.

Keep these lists visible throughout the day

as reminders and inspiration.

Counteract the negative self talk with positive

self talk.

11
No one can ruin your day without your permission

Most people will be as happy as they decide to be

Others can stop you temporarily but only you can do it permanently

Whatever you are willing to put up with is exactly what you’ll have

Success stops when you do

You will never have it all together

When you get on the island, burn the boat

Life is a journey not a destination, enjoy the trip

“When I get what I want I will be happy” is the biggest lie

The best way to escape your problem is to solve it

Takers lose and givers win

12
Life’s precious moments don’t have value unless they’re shared

When your ship comes in, make sure you’re willing to unload it

If you don’t start it’s certain you won’t arrive

We fear the thing we want the most

He or she who laughs, lasts

Yesterday is the deadline for all complaints

Look for opportunities not guarantees

Life is what’s coming, not what was

Success is getting up one more time

Now is the most interesting time of all

13
DUMP THE BRAIN TRASH and build a positive mindset by
completing this worksheet.

1 Write down ten things that you are great at. Now write 10 more!

Post these in a visible place to remind you of how great you

really are!

14
2 What is your brain trash? What sorts of negative self talk to use?
List five phrases you commonly say to yourself.

Being able to identify your negative self talk is the first step
in overcoming it.

15
3 What are you going to say to yourself to dump the brain trash?
What positive phrases can you say instead? Make up five of your
own right here, or use some of Odette’s on the previous page.

16
This is your spot to doodle, jot, and park your thoughts.

When you stop waving the white flag and thinking

thoughts like: “I can’t afford it,” “I don’t have enough
time,” “I don’t know how,” guess what will happen?
You will be able to afford it, you will have enough
time and you will learn how.
~ Odette

17
Is your life and business where you want it to be? Is it “okay, but…”
or “I’m getting by, but…” Maybe you’ve talked yourself out of reaching
for success by saying, “Ya but I’m not good enough to make that kind
of money...ya but I don’t have enough money to start up a business...
ya but I can’t find the time...ya but…” BUT WHAT!? You are
sabotaging your own success by talking yourself out of going for it!

Here are the seven most common Big “Buts” we use:

1 We compare our successes to those of other women and

find them lacking.
2 We dwell on past failures and use them as an excuse to
not try again.
3
We think we’re not good enough or deserving enough to
succeed.
4 We’re afraid of being judged and care too much about
what others think.
5 We think we lack the skill required and find excuses to
not even try.
6 We have trouble making a decision and sticking with it.
7 We are resistant to change.

18
 Take action: You need to start believing in yourself and stop the
reoccurring Big “But” conversations.

Here’s why! PROFIT

To dominate your
profits, you need to
make money. MONEY

To get serious To make money, you

clients, you need a serious SERIOUS need serious clients.
marketing plan. CLIENTS

SERIOUS
MARKETING PLAN
KICK-ASS
MINDSET

To develop a serious
marketing plan, you need
a kick-ass mindset.

You can do anything if you overcome your Big “But”!

19
Here are simple, effective, on-the-spot strategies to kick your Big
“But” to the curb once and for all!

1 Think about the 7 Big “Buts”. Which ones do you own? Do you
use other “Buts” not listed? List your biggest “Buts” here. Learn to
recognize them and be aware of their impact.

20
2 Write a list of all your life’s accomplishments. Don’t over think
it, just jot them down (e.g. won a curling bonspiel, learned to kayak,
spoke in front of a large audience, graduated, was promoted…). For
each accomplishment, describe the impact that it had on your life.

aCCOMPLISHMENT IMPACT IT HAD ON MY LIFE

Got to experience a new environment; got stronger; learned how to be

I learned to kayak
self reliant and paddle myself

Post this list and when you start to think others are better
than you, use it to remind yourself of all your achievements!

21
3 Write down three huge failures in your life. Write down the
positive results of your failures.

my big failure the positive result it had on my life

I realized a 9-5 job wasn’t for me. I had more time to dedicate to my
I got fired
own business. It made me desperate and hungry to succeed.

Failure always leads to success as long as you don’t use it as

an excuse!

22
4 List three things that you are good at. Explain how you became
so good.

I’M GREAT AT... the REASON I’M GOOD AT THIS IS...

I like to experiment and add my own touch to recipes. I bake a lot and get
Baking
feedback on what’s good or not-so-good from willing guinea pigs!

You can be good at business, using the same strategies that

worked in other areas of your life.

23
5 Name a person who you admire for their success (e.g. celebrity,
athlete, entrepreneur, teacher). List all the skills, traits, abilities, and
values that you believe they possess. Look at the list and check
off the ones you think you have. Now, ask a friend, family member,
colleague, or someone who knows you well and who will be truthful to
identify your most valuable skills and assets. Compare the three lists.
They show you what you aspire to be, how you see yourself and how
others see you. All good information!

I admire________ because he/she is i think i am others think i am

determined and persistent

You are more successful than you think!

24
6 Identify two things that you really want to try or do. What are the
actions you need to take to achieve these things?

things I really want to do steps I have to take

Take singing lessons, sing in the shower, hang out with singers, join a
Learn to sing
choir or theatre group

If you want to sing, sing! Without action, we just have

excuses.

25
7 Choose three things that you want or need to accomplish. Now
give them a priority, with a deadline. As soon as you write them down,
they’re real!
my tasks my commitment

I will do two each day and complete the whole book by November 10,
Finish all the exercises in this book
2014.

Make a decision and stick to it!

26
8 We are resistant to change. Change is scary and uncomfortable.
How do you feel about change? Place an “X” beside the sentence
that best describes you.

I’m leading the change

I’m keeping up with change
I’m struggling to adapt
I’m on the sidelines watching change happen
I’m ignoring the change and want no part of it

Do you want to be a victim of change or do you want to take control

of it? Think of a major change that is coming in your life.

Take the “what if” test

What if I can’t do it? What if I can?

What if I hold out and stall? What if I go for it and look for
new opportunities?
What if it doesn’t work out? What if it does?
What if the absolute worst thing What if the absolute best thing
happens? happens?

Change is an opportunity to do better the next time.

27
This is your spot to doodle, jot, and park your thoughts.

Take it one step at a time but do it now.

If all you have is 10 minutes, then use it.
Think of where you’ll be in one year! Just
take one step right now!!
~ Odette

28
Oh how we hate hearing the word “No.” No is power packed with
all kinds of emotional messages, like “no, you can’t do that,” or “no,
you’ll get hurt,” or “no, that’s not a good idea,” or “no, you can’t wear
those!” Since childhood, we’ve learned that “No” is a bad thing and it
stands in our way of getting what we want. Ultimately, we let it affect
our self worth. If we were better, then we’d hear “yes.”

We can’t avoid hearing the word “No,” even though we go out of our
way to escape it. Our relationship with the word “No” is the root of
all that is bad in our business. We feel guilt and fear rejection. It is
paralyzing and a big energy drain. “No” is just a word. Don’t attach
meaning to it that doesn’t exist. Try these do’s and don’ts to rewire
your thinking.

29
 DO DON’T
Accept it. Not everyone needs or Feel like a failure or think you’re
wants your product or service. not good enough.

Take “No” at face value. It means Try and assign meaning to “No,” or
no, not right now, no thank you. make assumptions, e.g. She said
It’s just a word. “No” because she doesn’t like me,
or “she must think my idea is stupid.”
And don’t assume silence means no.

Feel comfortable hearing and Stress out trying to be perfect so

saying “No.” you’ll never hear it or be dishonest
because you’re afraid it will hurt
someone’s feelings.

Put thought into saying “No.” Overcommit yourself or throw

Evaluate the choices and make the rational thinking out the window.
decision that is right for you, which Don’t say “yes” when the right thing
may mean saying “No.” for you is to say “No.”

Keep your needs front and Be rude, self centred or dismissive.

centre. “No” can be liberating and “No” can be said with tact and
empowering. humility.

Go with your gut. If your first Second guess yourself, hem and
instinct is to say “No,” then say it! haw, then end up saying a very
weak, “yes, alright…”

30
You really have to get cozy with saying and hearing “No.” You have
to prepare and practice over and over again. Here’s how you get into
bed with “No” (progressing from the easiest techniques to the most
difficult):

Stand in front of a mirror and look yourself in the eye. Say “No.”
How does it make you feel? Change how you say it. Look at your
facial expressions. Repeat over and over again. You can also try
video taping yourself or audio taping. Get used to how it feels and
how you deliver it.

Try a role play. Get a trusted friend or family member to make you
an offer that you don’t want. Say “No” to them. Watch their reaction.
How do you react? Reverse roles. You offer them something they
don’t want. What does it feel like? How do you respond?

Use visualization. Close your eyes and imagine yourself making

a big sales pitch to a potential client. What are you wearing? What
are you saying? How are they looking at you? Paint a full picture in
your mind’s eye. Hear them say “No.” Imagine yourself responding
positively. You’re smiling and accepting their choice. You feel
confident and see this as an opportunity to move on, revise your
pitch, or find someone else better suited to your offering.

31
Write personal affirmations. Affirmations are succinct statements,
written in the present tense, that describe how you want to be. They
put you in a positive mindset and keep you there when things are
tough. (e.g. “I am confident in my abilities.” “I find opportunity in every
set-back.”)Post your affirmations where you can see them everyday.

Take it live. Begin saying “No” to people in real situations. Start

small, saying “No” to things that have little consequence to you. “No,
I can’t go to the game tonight.” “No, I have too much to do right now.”
Just say “No” and don’t apologize, elaborate or waiver. Once you are
comfortable saying “No” to small things, gradually say “No” to bigger
things. Target time wasters, brain drainers, money drainers and
energy drainers.

Make an offer they can’t refuse. Talk to everyone about your

business. Offer them something for free — something irresistible, like
a CD with key content; a free download; a newsletter; a one-on-one
introductory consultation. Get used to hearing “Yes.”

Ask people to buy something from you. Once you’re at ease

“selling” your freebie, try selling a product or service they have to buy.
The more people you ask, the easier it becomes.

32
Your turn! Use this worksheet to plan and prepare to get into bed with
the word “No.” How are you going to do it? Make a plan and act on it!

1 Choose several techniques you are going to try from the

techniques page, or some of your own ideas. Make sure to select a
combination of easier and more difficult strategies. List the actions
you will take here:

2 Give yourself a timeline to practice the techniques. When are

you going to do them? How long are you going to practice? How
often will you practice?

33
3 What obstacles might you face? What is your plan for
overcoming these obstacles or challenges?

4 Identify people who you will ask for support and help.

34
5 Write a personal commitment to yourself, right here, right now.
Specify one thing you will do within 24 hours.

35
Special news flash—you’re not perfect. None of us are. We all make
mistakes in our personal and business lives. Embrace imperfection.
You will get further, faster if you stop expecting perfection. It’s not the
mistake that is the failure, it’s how we handle it.

“If you’re not making mistakes, you’re not taking risks,

and that means you’re not going anywhere. The key is
to make errors faster than the competition, so you have
more chances to learn and win.”

John W. Holt Jr., co-author, Celebrate Your Mistakes.

36
 Builds strength and resilience

Is an opportunity for personal learning and skill development

Gives you experience and wisdom that success alone cannot

teach

Improves your business product or service so it is even better

than before

Challenges you to reframe problems into opportunities

Inspires creativity and innovation — successful entrepreneurs

and innovators have a high tolerance for risk taking and failure.

Don’t fear failure. Good things come from it. Make mistakes,
learn from them, and get better.

37
So you got a failing grade. What did you learn from it? Complete
these questions every time you make a mistake and you will soon
see how failing pays off.

1 Think of a recent mistake or failure that you experienced. Push

yourself to identify at least 10 lessons you learned from that single
mistake.

2 Thinking of the same mistake or failure, what opportunities

presented themselves because of it? Try and list at least 10!

38
3 Next time...and there will be a next time...what will you do
differently? Use the chart to organize your thinking.

Opportunities or Target Areas Action Steps I Will Take

Ask potential clients for their input so I address their

Rewrite my signature article
concerns; hire a proof reader

39
This is your spot to doodle, jot, and park your thoughts.

Just say no to the energy drainers, time drainers,

money drainers and brain drainers. We love to
hide behind guilt because it gives us permission
not to try harder and gives us an excuse for
failure. Nothing great has ever come from guilt.
~ Odette

40
 Marketing

SECTION TWO
The exercises in this section will give you practice and strategies for:

Developing a marketing plan built on your “why”

Finding your unique voice
—it really is all about YOU
—inject your personality into your marketing
—stand out in the crowd
—own your brand and your brand owns you
Networking and getting your message out
Pitching your product or service
Mastering the sales conversation
Attracting and keeping your customers

42
Here’s the bottom line:
To make serious money, you need serious clients. To get serious
clients you need a good marketing plan. To get a good marketing
plan, you need to take control and do it!

Without a marketing plan, you’re cherry picking. You’re randomly

doing things with little focused thought or concentrated strategy.
Sometimes you get lucky and make a sale, other times you don’t.
It’s hit and miss, your success is unpredictable and your results are
inconsistent. You are reactive, rather than proactive.

43
 A GOOD PLAN A NOT-SO-GOOD PLAN
Is a concise action plan with realistic Is a lengthy business plan for a bank
steps to take in the next 30, 60, 90 or lender that focuses on establishing
days so you can achieve your goals. your eligibility for funding or loans.
You may have to do it, but it’s not
action oriented.

Specifies measurable action Is pie in the sky or broad-based,

steps that you take daily and focusing more on the end point than
weekly. the journey to get there.

Builds on your why which is Builds on goals or objectives which

integrated with your long term may be credible and worthwhile,
vision for a better life. It is inspiring, but they may not have personal
motivating and gets you fired up. meaning or urgency to you and are
unlikely to fuel your ambition when
times get tough.

Identifies action steps that are Focuses on what you’re going to

regular, consistent and deliberate accomplish (e.g. goals and objectives)
and focusses on how to get things rather than how you’re going to
done. accomplish it. There are no concrete
action steps or strategies nor a daily
or weekly plan to get things done.

Is imperfect and constantly Inflexible, carved in stone, and

evolving. It encourages trial and often sits on the shelf. Mistakes are
error, take action, learn from interpreted as failures.
mistakes, improve it and try again
— rinse and repeat!

44
Think about your manifesto, core beliefs and most compelling
reasons for starting your business that you identified in Section 1.
Now it’s time to develop strategies to achieve them. Yes, right now. If
we wait until the perfect time, or when we have all the information, or
enough money, or...that time will never come. No excuses. Do it right
now.

1 A) Write down one action step you will take within 24 hours to get
started on your business.

B) How will you know when the action is complete? What is the
outcome you want?

C) What is your target? When will it be done? When’s your deadline

to achieve it?

45
2 Write down one action step that you will take within the week,
using the A, B, C format.

3 Write down one action step you will take within the month, using
the A, B, C format.

Now you have the hang of it. Keep going. Extend this to two
months, three months, a year.

46
This is your spot to doodle, jot, and park your thoughts.

Step by step. You need a plan to lay the foundation.

You need strategy to lay the first brick. You need
action to build your dream. If you don’t have it, you
can create it or you can find it.
~ Odette

47
All the passion in the world won’t get you where you want to be
unless you support it with a solid understanding of your market and
marketplace. You need to go through the 5-step process (why, what,
who, where, how) and find the answers. Here is an example of the
types of questions you need to answer, but it’s not an exhaustive list.
You will have many more questions as you go along.

Why?

What is your why? Why are you doing this? Are you passionate about
this idea? Can you picture yourself doing this every day? What does
your family think? Are you willing to invest money in it? Will you listen
to others? Are you willing to make sacrifices?

What?

What service or product will you sell? Does it fill a need or want? Are
others doing it? How will yours be different or the same? What can
you learn from others’ successes and failures? What are the trends in
the industry? What’s the marketplace for your idea like? What’s your
start-up cost and is it viable?

48
Who?

Who are your existing clients and why are they loyal? Who is your
ideal client? Who needs/wants what you have? What motivates them
to buy? What is their age, gender, interest? Are there sub sets in your
client base (e.g. cat owners is a sub set of pet owners)? Are they
being served?

Where?

Where do existing and potential clients hang out? Where do they

shop (e.g. on-line, big box store, small town)? Are they local or
worldwide? Where do they normally get what they need? Do you
need to be geographically close to them? Is geography a barrier to
delivering your service/product? Will your customers come to you?

How?

How will you deliver the product or service? How will you promote,
price and distribute it? What method of distribution is best suited to
your client (e.g. consignment, retail, wholesale, broker...)? Can they
buy on-line? What are the costs relative to market coverage?

49
Use this chart to organize the questions you want to answer. Identify
two or three key questions for each of the five steps. This will get
you started. Add to the list as you go. Every answer will raise more
questions, and that’s good!

Why?

What?

TIP: Have a journal at hand to scribble questions as they

come to mind wherever you are.

50
Who?

Where?

How?

51
Open heart, open mind may not sound like a kick-ass marketing
mindset, but it is. Here’s why:

Open Heart
=
Know-Like-Trust
Factor

If you approach customers with an open heart, they will get to know
you, then like you, then trust you, and that is good for business.

An open heart enables you to nurture lasting

relationships. It asks “what can I do for you?”
or “how can we help each other?” not “what’s
in it for me?” When you approach a customer
with an open heart, it builds honesty, respect
and trust. Plus it makes everyone feel good!
Making your customer feel good, is not a bad
thing….right??

52
Open Mind: Try This...
Surround yourself DAILY with powerful and inspirational messages:
collect quotes and pictures in a journal or post them around
your home or office
read inspirational books, listen to inspiring music
try yoga or meditation to declutter your mind
surround yourself with like-minded people who energize and
inspire you
exercise to release endomorphins and positive thinking

An open mind allows you to consider new possibilities

and options. It keeps all the doors open. It is not
judgmental or restrictive. When you approach a task
with an open mind, you allow innovation, imagination,
vision, resourcefulness and creativity to blossom. What
entrepreneur wouldn’t want that?!

THE BOTTOM LINE: When you have an open heart and open mind,
you are prepared to LAUNCH new ideas and products without fear
of failure and making mistakes. You will LEARN faster and get
better quicker.

53
For all those who say “I’ll stick with what I know,” or “that’s not me,”
or “some people are just born that way”...stop it! You can develop
an open heart and open mind — they’re skills you can learn and
practice. Try these exercises.

1 Never again will you say “no, that won’t work,” “I can’t do that,”
“it will never happen,” or other such closed-minded phrases. Instead,
come up with at least three reasons why it might work, how you could
do it, or how it might happen.
PRACTICE: I will never get up enough nerve to quit my job so I can
focus on my business. List three reasons why YOU WILL GET UP
ENOUGH NERVE.

54
2 Look for the silver lining. Every problem is an opportunity. Next
time something goes wrong, think of at least one good thing about it!
PRACTICE: I broke my leg. No one signed up for my presentation. I
lost my Blackberry.

3 What if the grass was blue? Use your imagination. Once a day,
explore one possibility and see where it takes you.
PRACTICE: What if I was fired? What if I was really rich? What if my
desk could float?

55
1 Now Listen Up! Evaluate your listening skills right after having a
conversation. Use this chart to help you.

Who did most of the talking?

Did I interrupt?

Did I allow distractions (e.g. answering

phone, fidgeting, texting…)?

Did I make judgmental, defensive or

negative comments?

Did I ask any questions to clarify my

understanding? Did I make assumptions?

Was I honest and truthful when I spoke?

What did I learn about the person I was

speaking with?

What body language did they use? What did it

mean? Folded arms, nodding, shaking head...

How would they rate me as a listener?

How would I rate myself?

56
2 Observe. You can do this exercise anywhere —a park, mall,
arena. Just sit down and observe. Watch people. Don’t judge, talk,
think — just watch. When you have an open heart, you notice more
because you are less self-centred, and more people-centred. By
forcing yourself to focus entirely on other people, you notice more
about them and you will be in touch with what they might need or
want and how you might be able to help them.

“Courage is what it takes to

stand up and speak;
courage is also what it takes to
sit down and listen.”

~ Winston Churchill

57
Now let’s put your open mind/open heart into real action. Your
business plan MUST include strategies for on-line marketing as well
as face-to-face marketing. Use this worksheet to plan what you are
going to LAUNCH IMMEDIATELY. Your learning curve will be great
and fast. Remember, making mistakes is a good thing — you learn
more and get better faster!

1 Choose one on-line marketing strategy that you are going to

launch right away (e.g. blog, audio clip, video clip, website page,
Twitter, Pinterest, Facebook, newsletter, on-line freebie, etc.).
Remember, perfect never comes. The time is NOW.

A) Write down one action step you will take within 24 hours to get
started on this idea.

B) How will you know when the action is complete? What is the
outcome you want?

C) What is your target? When will it be done? When’s your deadline

to achieve it?

58
2 Choose one face-to-face marketing strategy that you are going
to launch right away (e.g. speaking engagement, networking event,
cold calls, presentation, vendor events, etc.).

A) Write down one action step you will take within 24 hours to get
started on this idea.

B) How will you know when the action is complete? What is the
outcome you want?

C) What is your target? When will it be done? When’s your deadline

to achieve it?

59
This is your spot to doodle, jot, and park your thoughts.

Stop thinking and start doing! You have this idea

for a business and you have had it for eons. Now
is the time to research it, brainstorm names, make
a phone call, set up an e-mail account. You get the
idea...just start doing something about it, anything
that moves you forward.
~ Odette

60
You need to get out of your office. Technology has its place, but there
is nothing better than face-to-face contact to build customer rapport.
By putting a face to a name, you are connecting and establishing a
“know-like-trust” relationship. So, now what? Where am I supposed to
go to meet all these customers, you ask?

Here’s what you need to do next. Google networking events in

your area, highlighting your target market or area of expertise. So for
example:

Networking groups for Women Business owners in the GTA

Business Networking groups for entrepreneurs

You can also check out your local Meetup.com, Chamber of

Commerce, Business Network International, ask friends, family, the
mail carrier, your clients, your competition, the grocery store clerk
(moral of the story, ask anyone!) Now list all the places that you can
go to within a 50 km radius:

61
Ok, so now you know where to go but what the heck do you say
when you get there? Here’s some do’s and don’ts for making
customer contact at networking events:

DO DON’T
Open your heart, focus on how you Focus on yourself and try to land the big
can help the other person, and build a sale.
relationship.

Connect, communicate, engage and Do all the talking or talk about yourself.
influence. Listen attentively. Figure out how Don’t try and sell them something if you
to offer them support (e.g. share resources, don’t know anything about them or what
post on website, give a referral). they need.

Be professional. Show up on time. Dress Forget your manners! Don’t interrupt,

like you are successful. Be genuine. talk with your mouth full, push business
cards, ignore people or be distracted.

Mix and mingle. Have someone introduce Hang out with the same person or be
you. Break the ice with common interests. shy.
Get out of your comfort zone. Have fun!

Have a strategy. Set goals before event Hand out business cards and flyers
(e.g. meet three people, pitch my idea to indiscriminately; they end up in the
one person, get 10 cards to follow up). garbage; Don’t expect a piece of paper
to do all the work for you.

Follow-up! Ask if you can contact them Push your card unless they ask. Don’t
after the event. Ask for a business card. take forever to follow-up — they’ll forget
Remember their name and how to spell it. you and it will be awkward!

62
Good customer service is all about building relationships, not about
selling. If you want to get customers and keep them, you need to
learn how to connect with them and engage them. This is a two-way
communication process involving listening, building trust and rapport,
gaining respect and always demonstrating integrity. How do you do
that? Try these techniques.

Follow up within 48 hours. When you meet someone out in the

real world, follow up with them within 48 hours to reconnect, jog their
memory of who you are and what you do, and most importantly, how
you can be of service to them.

Keep your word. If you say you are going to call, call!

If someone reaches out to you, respond! Don’t ignore those

e-mails or phone messages. Take the time to reply to people, no
matter how trivial you believe their request to be. You are building
relationships and their opinion matters!

63
Don’t sell, serve. Stop worrying about selling and start building
relationships based on integrity. When you make contact (via phone,
e-mail, face-to-face, etc.) ask “how can I help you?” Ask what service
you can provide rather than trying to “sell” what you think they want.
Curb the verbal diarrhea about yourself and your product or service.

Give customers your utmost respect. Prioritize your schedule.

Pick up the phone and talk to your customers, or potential customers
every day. Yes...everyday! The universe is watching you and you get
what you give.

Ask people to buy something from you. Stop hiding behind

the fluff. Ask someone to buy your stuff. Get over the fear of hearing
“no.” The world needs your great stuff and you need practice in telling
them how great your stuff is!

People buy YOU and that means your customer service. How
many times have you had bad customer service and stopped
using the product or service regardless of how good it was?
Exactly.

64
Treat your customers how you like to be treated. Get in touch with
your inner customer by completing this Customer’s Creed. Imagine
you are the customer. What do you expect? For example:

I am the Customer, and I am important

I want to be treated fairly.

Make it easy for me.

Don’t beat around the bush or patronize me.

Never forget what it’s like to be the customer.

65
Oh no…it’s the dreaded sales pitch. For many of us, selling is the
hard part. We fear rejection and the word “NO.” But you sell everyday.
You convince your kids to eat their vegetables; you tell your friends
about a good movie they should see; you describe a better way of
organizing the office to your boss; you suggest to the store manager
that locally grown herbs would sell well. “Oh, that’s not really selling”,
you say. There’s no money being exchanged.

True, but what if you approached really selling in the same way you
convince your friends to see a movie or your boss to try your idea.

WHAT IF...YOU CHANGED THE WORD “SELLING”

TO “HELPING?”

This simple mind shift changes everything. You’re not trying to make
a sale or close a deal. It’s not about you at all — it’s about them.
You’re helping them. You’re asking your customer “Can I help?” or “Is
there something I can do for you?” or “What do you really need?” And
they may not need or want your help at all, and that’s okay. You’ve
made a new connection and had an open conversation.

66
A Message Map is a simple format for crafting your perfect sales
pitch. It focuses on the most important points you want to make
about your idea, product or service so you can deliver your message
succinctly and competently.

Step 1 What is the single most important thing you want

your customers to know about your product or
service? This is your headline.

Step 2 Name three key benefits that support your headline.

Step 3 Substantiate each benefit with two facts, statistics,

stories, or examples.

(Source: Carmine Gallo, “How to Pitch Anything in 15 Seconds” in Forbes,

7/17/2012, www.forbes.com)

67
1 Go to the link below and watch the video, and/or use the three
steps on the previous page to design your own message map in the
space below.
www.forbes.com/sites/carminegallo/2012/07/17/how-to-pitch-anything-in-15-seconds/

68
2 Practice your pitch in front of the mirror, in front of your kids,
your family, your friends until you can say it comfortably and without
hesitation.

PUT YOURSELF IN YOUR CUSTOMERS’ SHOES.

WOULD YOU BUY THIS?

Try This...
The toughest sales pitch of them all...selling you to you. Make a
message map to sell YOU. What is your 15 second pitch?

69
This is your spot to doodle, jot, and park your thoughts.

Networking is a lot like dating. You will

never meet anyone if you sit at home.
Make networking your #1 priority and do
it regularly and consistently.
~ Odette

70
You’re in business. Who knows it? You have to get the word out using
as many different types of media available to you as possible. And
you’ll probably need help, so get it!

Your Website, the Mothership

This is a must have! A good website is the hub of all your marketing
activities. The emphasis is on GOOD WEBSITE, because no website
is better than a bad one!

Get professional help with the design.

Visit other websites for features and styles you like.

Put a video clip on the homepage, along with who you are, what
you do, and how you do it —establish yourself as an expert.

Use the website to steer visitors to other engaging media and

forums — newsletter, blog, audio tapes, free offers, on-line
brochure, surveys, chat groups...

71
The Sky’s the Limit!
Blog, newsletter, website, Facebook, Twitter, LinkedIn, feature articles,
on-line ads, newsprint ads, posters, billboards, audio clips, video clips, seminars,
workshops, presentations, exhibitions and vendor booths, interviews, irresistible
free offers, demonstrations, free samples, word-of-mouth, phone calls, e-mail,
referrals, mailing lists, YouTube, brochures, catalogues, Pinterest, commercials...

Your IFO — Irresistible Free Offer

Next step is to develop an IFO — an irresistible free offer. This could
be a free product trial, a complimentary consultation with you, a free
CD with core content on it, a book, a monthly newsletter with useful
information, etc. It must be something that HELPS or is of VALUE to
the customer.

Get Writing — Establish Yourself as an Expert

There’s no way around it, you need content and lots of it. If you don’t
like to write, find someone who does! You need to write website
content, blog entries, your signature talk that you will deliver at
speaking engagements, scripts for audio and video clips, newsletters,
workshop and presentation materials, books, and so on. You will have
to respond to e-mails and social media AND you must stay current.
Who’s going to return to a website or blog that never changes?

72
Get Talking — Know-Like-Trust Factor
Only you can establish the know-like-trust factor, IN PERSON.
No amount of paper or on-line chat is going to develop strong
relationships with your customers. Write and deliver a one-hour
signature talk. Prepare shorter versions for brief on-line audio or
video clips. Repurpose all your written content and deliver it in
different ways.

Social Media — Learn to Love It

It’s here to stay, it’s instant and worldwide (Facebook, LinkedIn,
Twitter, etc.) Put them on your website and you will be automatically
linked to other sites.

The VA — Virtual Assistant: If you’re

cringing about the idea of designing
a website, maintaining social media
accounts, or posting weekly blogs, GET
HELP!

73
Use this 10-step worksheet to begin organizing how you will get the
word out about your great business.

1 Who is your target market (e.g. older adults, women, pet owners,
dog owners, cyclists, new fathers…)? Describe them.

2 Where do they hang out? What groups or organizations might

serve them? What do they read? What events might they attend? Are
they likely to spend a lot of time on the computer? Are they local or
worldwide? Write down as much as you know.

74
3 What types of marketing media do you think would best reach
your target market? Look at “The Sky’s the Limit” list on the previous
page for ideas or add your own. Choose both on-line and off-line
types. Remember, a website is a must.

4 Where will you speak to your targeted customers? Brainstorm a

list of potential venues or functions. Think about clubs, organizations,
places of worship, schools, libraries, networking groups, business
meetings, annual meetings, etc.

75
5 Remember your message map? Go back to it and start
practicing it. When you are in a pinch and need something to say
fast, this is the skeleton structure to a talk. Pad it up with benefits and
features, client success stories and relevant content to the audience.
Remember an audience is one person or more! List all the benefits,
features and juicy tidbits about how your service or product is
beneficial to your buyer.

76
6
. Choose one location or event that you think will be a productive
speaking engagement for you. You may wish to choose a smaller,
informal venue for your first time so the stakes aren’t as high and you
can perfect your presentation. I will try to get a speaking engagement at:

7 What is your topic? Think of a catchy title.

77
8 Jot down 3-5 key messages, directly related to your topic, that
you want your audience to take away. Aim for a short (20 minutes)
presentation to start.

9 What is the benefit to the host organization/venue? What do they

get out of this? How can you make them look good?

78
10 What could you give the audience as a take away?

Next Steps: Write the script for your presentation and practice.
Contact the organization identified above and inquire about speaking.
Use your notes on this worksheet to guide the conversation. Be sure
to say it’s free, current, and relevant to them.

79
This is your spot to doodle, jot, and park your thoughts.

If you look at any successful person, you

will notice a fabulous support team behind
them. Because no one can do it alone.
~ Odette

80
Still hungry for more marketing ideas? Here’s a “to do” list.

4 What does your GREAT business and life look like to you. Get
crystal clear, write it down, and tape it to your fridge!

4 Research like crazy! Talk to others, interview customers and

potential customers, explore free resources on-line and off, check
out your competitors, Google search, give free samples, etc.

4 Test the market. Bounce your ideas off friends, family

members, peers. Leave no stone unturned.
.
4 Hire a coach. Learn from someone who is successful, who is
like-minded, who won’t coddle you, and who will tell you what
you need to hear.

4 Look at yourself as the ideal client . What do you want or need?

If you won’t use “it”, why would others?

81
4 Hang out where your customers are. Be present in person and
via media. For example, if they are pet owners, attend dog
shows, have a booth at a pet show, advertise in pet newsletters
on-line and off, look for pet bloggers, visit pet stores, leave your
card at vet clinics…

4 Give yourself an idea quota. Thomas Edison did! Write down

five new ideas that come to mind each day (or more if you like).

4 Take a hike! Current research proves that a walk in nature can

decrease stress levels, elevate your mood, improve your
cognitive ability and fight disease. Who wouldn’t want that?!
(Your Brain on Nature, Selhub and Logan.)

What if??? Regret is much more painful

than starting a business.
~ Odette

82
 Money

SECTION THREE
The exercises in this section focus on techniques for:

Understanding and conquering your poverty mindset

—Money is everywhere!

Spending money to make money

—Business debt is called investment
—Personal debt is not okay

Finding money and your magic number

—Finding it, borrowing it, saving it, making it,
stealing it (just kidding)

Charging what you’re worth

—Your throw-up point

84
You are in business to make money and, more importantly, make
a profit. You know that’s what you want, but there is one nagging
excuse: “I don’t have the money.” This is a real deal breaker.

Stop for a moment and think about what that mindset is really saying
about you and your business.

“But I don’t have the money” ..Do you really mean...

I don’t really care about my business that much.

I’m not really confident about my ability.

I’m scared that I might not make it.

I’m not sure I’m up to the challenge.

I’m not willing to get the money or make the sacrifice.

I’ll just do what I can with what I have.

I’ll never get the money.

None of these you? Write your own on the line.

85
Money is mindset. You should never let money stop you or be an
excuse for not achieving business success. Is it an obstacle? Yes,
and you need to believe in your abilities to overcome your lack of
money just as you would any other barrier that stands in your way.

A leap of faith is not reckless, dumb luck.

It is about believing in your abilities and
trusting that things will work out because of
your effort.

The only excuse you should make is an excuse to work on

your business!

86
How would you rate your relationship with money? Take this quiz,
then read Odette’s lowdown on your score. Read each statement and
check the column that best reflects what you think. Be honest!

NEVER SOMETIMES MOST OF THE TIME

I wish I had more money.

I look for a deal and try and go “on the cheap.”

I can’t afford what I really want.

I’m afraid to spend money on my business

because I need it to live.

I undercharge what I think I’m really worth because

I’m afraid I won’t get business otherwise.

Working harder for less money is the only way

to get ahead.

I save money by being a jack-of-all-trades.

My bank account hates me —it’s empty.

I avoid incurring debt whenever possible.

I have no luck when it comes to finding money

to invest in my business.

87
Your Score
If you scored mostly “Never”, congratulations! You are a believer and
you’re acting like you have a million dollar mindset. Or maybe you
weren’t entirely honest in your assessment.

If you scored mostly “Most of the Time” you’re stuck in a poverty

mindset and we can fix that!

If you scored mostly “Sometimes” you’re working on your game. Keep

going, you have more work to do.

I wish I had more money. If you are constantly thinking this, you
are not happy in your current situation. It sucks. Wishing gets you
nothing and can become an excuse not to even try. Use your desire
to have more money as a motivator and do something about it.

I look for a deal and try and go “on the cheap.” There’s a difference
between getting good quality for the dollar and “going on the cheap.”
You can’t afford to have a sloppy brochure or an unprofessional
website. Your deal may actually scare customers away. A poor
website is worse than no website at all!

88
I can’t afford what I really want. This is an excuse and reaffirms
the poverty mindset. If you really want it, you’ll find a way to afford it.
Enough said.

I’m afraid to spend money on my business because I need to live.

Yes, living is important and spending money you don’t have is scary.
Sacrifice is involved. You need to have a financial plan and strategy in
place, you need to bear down and find money, you need to stop using
this as an excuse. Just getting by is not the goal.

I undercharge what I’m really worth because I’m afraid I won’t

get business otherwise. Compare your product or service with
the industry standard and base your pricing accordingly. Anything
less and you are communicating your lack of confidence to your
customers. You are saying “I’m not worth it,” and that is exactly what
the customer will think!

Working harder for less money is the only way to get ahead.
I won’t lie, building a business is damn hard work. But don’t work
harder for less money! You need to work smarter by following your
plan and charging what you’re worth. If you charge what you’re worth,
you’ll make more money. Which would you rather do: work hard for
less money or work hard for more money?

89
I save money by being a jack-of-all-trades. No one can be
an expert at everything and no one can build a business on their
own. Get help! Focus on doing what you do best and hire out the
other stuff. How many hours will you waste trying to do your own
accounting or designing logos? I’ll say it again, GET HELP!

My bank account hates me — it’s empty. Making ends meet is

tough. You need to stop robbing your personal accounts to pay for
business. Set up a business account and work hard to find sources of
funding to keep it afloat.

I avoid incurring debt whenever possible. Avoiding personal

debt is a good idea. Business debt is expected. You need seed
money to get your business off the ground. This does not mean
careless spending. Follow your plan and make strategic choices with
borrowed money, then work like hell to pay it back!

I have no luck finding money to invest in my business. Luck

has nothing to do with it. There are many sources of money. You have
to systematically seek them out and take a leap of faith that things will
work out based on your abilities and hard work.

90
This is your spot to doodle, jot, and park your thoughts.

What do you do when the little voices of doom

won’t shut up? You give ‘em lip. You talk back. You
sit them down and tell them how things are going
to be in your world from now on. Be the boss. You
own the mental real estate. Never let fear rule.
~ Odette

91
Go to the end of your life and work backwards. Envision your
life, the life you want. Close your eyes and paint a picture of your
future life. What do you see, what are you doing, who is with you,
what are the colours around you, what do you smell, what sounds do
you hear, what is your mood, how do you feel...?

Now think of today. How much money do you have in the bank, in
investments, in savings, in equity? How much money do you spend,
what are your living expenses, what are your monthly and yearly
expenses, what sorts of things are on the horizon — retirement, home
renovations, downsizing, sending kids to college, marriage…? You
know where you are now, and you know where you want to be in the
future. How much money do you need to realize your dream? Double
it (because we tend to underestimate). That’s your magic number.

HERE MAGIC FUTURE

AND NOW NUMBER VISION

Try this...
Start acting, feeling, talking like you already make your magic
number. Paste it to your fridge as a reminder. Seeing is believing and
believing is achieving!

92
1 Close your eyes and envision a better future, something you
definitely want to work toward. Describe, in as much detail and in the
present tense, what this future looks like. Paint a full and complete
picture. The more details the better!

FUTURE
VISION

Example: I am sitting on the dock of a northern lake. It is early morning and the
sun is just rising. Not a ripple on the lake. Behind me is my log cottage. I smell
the cedar, crisp morning air and fresh perked coffee….YOUR TURN….

93
2 Think of where you are today. What is your cost of living now?
Think of all your monthly expenses and costs you incur throughout
the year. Don’t forget things like car repairs, gifts, and large
expenditures such as holidays, renovations, weddings, etc. Try and
estimate what you spend per year to live.

HERE
AND NOW

Tip…
There are lots of income and expense worksheets online and in
books to help you figure out your cost of living and where you’re at
today.

94
3 Calculate your magic number.

My current yearly cost of

living estimate

+
The estimated amount I have to
add to reach my vision per year

My estimated FUTURE
=
cost of living per year

x2 =
My Magic Number!

95
This is your spot to doodle, jot, and park your thoughts.

All the strategies, tools, advice and money

in the world will leave you flat broke if you
do not believe that you can do it.
~ Odette

96
Stop pouting about money. It is absurd to think that you don’t have to
spend money to build your business. Start focusing on what brings
you money and where you can find it.

Here’s the Straight-Up Truth About Money

Personal debt should be avoided. Business debt is expected.

It is seed money to get your business off the ground.
Don’t be afraid of debt, but respect it.
You are investing in yourself. Don’t expect banks or anyone
else to invest in your business if you won’t put money into it.
Spend the money where it makes you money.
Work like hell to get it back.

You should spend 3-4 hours a day

marketing your business — drumming up
customers who can buy and pay.

97
It is not uncommon for successful entrepreneurs to use debt as
a powerful motivator. They don’t see it as a risk, so much as a
challenge. They are confident in their abilities to earn the money back
and repay it. Fear of failure is a huge motivator!

Money doesn’t grow on tress. Try...

Loans, full-time or part-time job, personal savings, slush fund, line of

credit, credit cards, investments, tax-free savings, bartering, grants,
borrow from friends and family, home equity, garage sale, contests,
investors, sale of your product or service...

I have had the strength of a thousand women,

because my fear of failing was stronger than my fear
of quitting. Sometimes fear is a positive motivator.
~ Odette

98
Time to get to it. Where are you going to get money? Start planning
now.

1 Brainstorm a list of all possible sources of money for you. Do not

judge your ideas, just free flow whatever comes to mind.

99
2 Choose 2-3 sources from the list above to start. Use the chart
below to plan your strategy.

Money Source Objective Timeframe ACTION

What or how much When will I achieve What are the first two
do I want from this the objective? steps I will take?
source?

Example: Loan Start up costs: $5,000 Within 3 months, by end Compare banks for best
of April deal; work on my pitch;
Ask parents

100
3 What obstacles might you face? What is your plan for
overcoming these obstacles or challenges?

Why is that some people can make money in their business

and others just can’t seem to hop over the financial fence?
Commitment.

101
This is your spot to doodle, jot, and park your thoughts.

If you won’t put your own money

into your business, can you really
expect anyone else to?
~ Odette

102
There are two profit domination myths that really need busted!

Myth #1

New business owners do it all by themselves. It’s true that you work
80 hour weeks and wear many hats, but successful entrepreneurs
always GET HELP! If you don’t, you’re spinning your wheels and
burning yourself out when another professional could do the job
better and faster. Sorry if that hurt your ego.

Myth #2

New business owners don’t hire help because they can’t afford it. The
truth is, they can’t afford not to! Why spend all day behind your desk
printing labels when you should be out meeting customers or why
stumble your way through “Accounting for Dummies” when a book
keeper could save you from embarrassment and costly mistakes
down the road?

When it comes to making money, you need help. You need a support
team to do the things you can’t do, or don’t want to do, so you have
more time to MAKE MONEY.

103
Make customers and support groups part of the team.

Customers can help you:

Happy, satisfied customers will spread the good word about your
business. They can give you referrals and testimonials. If you respect
what they say and make them a valuable part of your team, they will
tell you how to improve.

A Support Team can help you:

A group of peers, like-minded individuals or networking group can
give you leads, advice, share resources, educate and motivate you.

Help Wanted! Virtual Office Assistant, IT support, Web-site Design,

Accountant, Book Keeper, Writer, Editor, Proofreader, Coach, Mentor,
Graphic Artist, Designer, Marketing Expert, Financial Advisor.

Pay someone. Hire someone to do all the things you

don’t want to do or don’t know how to do. Then, if
you just do the thing that only you can do, then you
will be able to afford to pay that someone.
~ Odette

104
Use this worksheet to identify areas where you might need help.

1 What are your strengths? How should you be spending your time
in your business?

2 What do you struggle with, hate doing, or what really wastes

your time? What are you doing now that you wished you weren’t? In
your heart, what jobs do you know you should pass on?

105
3 Use the chart to identify where you need help and who might
help you.
where do i need help? who could i ask?

4 Brainstorm possible networking or business support groups you

could join.

Great and successful people shave years of trial and error off
their journey to success by working with a coach. You can too!

106
This is your spot to doodle, jot, and park your thoughts.

There is no need to reinvent the wheel, and

you should never try and build a business all by
yourself. Now is the time to start building your
team, even if your business is just one day old.
~ Odette

107
Are you peddling junk? Of course not. You have a product or service
that is of value and your customers will pay for it. So why are you
cheapening your price because you’re worried that customers won’t
pay you what you’re really worth? You, and you alone, have decided
that you are undeserving of a good income.

Reverse it! Start charging what you’re worth. Look at industry

standards, what your competitors are offering and charging, consider
all your costs (e.g. developing, marketing, distributing, selling,
etc.) and what the customer demand is. Set a price that maximizes
your profit while staying competitive.

108
The Money Funnel shows different price points for different
customer needs. The number of committed customers decreases
as the price for services/products increases.In this example, if you
consider all the customers attracted at the different levels, a large
number of customers were served by this business.

FREE STUFF
LARGE NUMBER OF CUSTOMERS (newsletter, blogs, free report,
/ LOW PRICE POINT
speaking, networking, webinar)

LOW COST
(CD, teleseminar, homestudy system, workshop,
entry level service, products)

MID COST
(workshop, group work, virtual programs,
mid-price product or service)

HIGH COST
(Cadillac program or service, paid speaking,
private clients)

LOW NUMBER OF CUSTOMERS

/ HIGH PRICE POINT

109
Try making your own money funnel.

1 What products or services do you offer and what are their price
points? Think in general terms from free or inexpensive to most
expensive and selling to a large number of customers or a select few.

2 Place them on the money funnel.

110
This is your spot to doodle, jot, and park your thoughts.

Here’s a thought...Have you decided

somewhere along the way that you are
undeserving of your own success?
~ Odette

111
Whew! We’ve come to the end of this workbook and there was a ton
of stuff to cover. How do you make sense of it all? How do you pull
it all together and keep moving forward? Here’s my seven secrets to
success — remember them, practice them, DO THEM — they are
the essence of profit domination and will become part of YOU and
everything you do.

1
Integrity. Do the thing that you say you’re going to do. Be who you
say you are. Without integrity you don’t have anything.

2
Know your Why. Do the thing you want to do for the right reason.
Stand in your integrity and in your why. Don’t stand in someone else’s
why.

3
Take 100% responsibility for where you are right now, feel the
fear and do it anyway. Take responsibility for who you are meant to
be. You are unique. Own your words, actions, and feelings. If you
don’t like where you’re at, it’s your fault, not anyone else’s.

112
4
Get into bed with the word “NO.” “No” is just a word, the
meaning you attach to it is the problem. Be comfortable hearing it and
saying it. You don’t have to please everyone nor does everyone have
to please you.

5
Be you. You have what it takes so take what you have and make it
extraordinary. Be the person you know you can be.

6
Launch and Learn. Don’t worry about being perfect or you’ll never
get anything done. Think and take action. Learn from mistakes and
successes.

7
Never let money stop you. Our relationship with money is
controlled by our mindset which can be a barrier. Stand in your
integrity. Do it for your business and your life.

113
114
What’s Next?
CONGRATULATIONS! You made it all the way through! Building a business is tough
stuff and the journey is just beginning.

I want you to keep moving forward so I am giving you an absolutely amazing

opportunity to get more bang for your buck.

So here’s what’s next.

Follow these simple but powerful steps to take you and your business to the next level
to dominate your profits doing what you love!

Step 1
Get in touch with me now!
[email protected]
416 802 9551

Step 2
Let’s talk about where your business is right now and where you want it to go.

Step 3
Together we will figure out what you need to do to get there.

Step 4
Dominate Your Profits!

Thank you and I look forward to seeing you on the other side of six-figures!

To your Success,

115