CLIENT ATTRACTION & PROFITS BLUEPRINT - by Ben Angel

Client
attraction &
profits
blueprint
YOUR PROVEN STEP-BY-STEP FORMULA FOR
RAPIDLY ATTRACTING „AND‟ CONVERTING
SEDUCING NEW CLIENTS
SPECIFICALLY DESIGNED FOR;

AUTHORS, COACHES, CONSULTANTS AND
ENTREPRENEURS.
1|Page Dare 2 Be Central & Ben Angel Pty Ltd 2011 ALL RIGHTS RESERVED.
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Inside This Blueprint...
Here's A Taste Of What You'll Discover Inside This Very Seductive Blueprint:
 How to Create Instant Credibility & Build Your Brand + What You
Desperately Need to Know That Could Be Costing You Thousands in Lost
Revenue and What You Can Do About it TODAY!
 Networking Know How, Plus How You Can Convert Clients Faster Than
Your Competitors With Your Little Black Book of Big Connections!
 Media Magnate And Press Release Perfection, Why Media Exposure Is An

Important Part Of The Mix & How To Use It To Convert New Clients And
Attract Headline News! Plus, you‘ll also get the contact details for 10 of the
Top Australian Business Magazines for you to submit your releases to.
 Leverage Your Efforts And Streamline Your Success. The Key To

Automating Your Career And Cash Flow.
 Professional Prowess, How To Style Yourself For Different Industries,

(Male And Female) And Why What You Wear is Costing You New Clients And
Setting You Back Years.
 Secret Solace: What You Need To Know About Exposing Your Personal
Brand To The Marketplace And What It REALLY Takes To Make It Big In
Your Industry And STAND Out From The Crowd Of Competitors.
 Plus, much, much more....
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Table of Contents:
Welcome from Ben Angel.........................................................................................4
Client Attraction Formula #1: Credibility

How to Create Instant Credibility & Build Your Brand + What You Desperately Need
to Know That Could Be Costing You Thousands in Lost Revenue and What You Can
Do About it TODAY! ..................................................................................................17
Client Attraction Formula #2: Connection

Networking Know How, Plus How You Can Convert Clients Faster Than Your
Competitors With Your Little Black Book of Big Connections! ..................................23
Client Attraction Formula #3: Exposure

Media Magnate And Press Release Perfection, Why Media Exposure Is An
Important Part Of The Mix & How To Use It To Convert New Clients And Attract
Headline News! .........................................................................................................28
Client Attraction Formula #4: Personality

The Personal Brand Formula And Why You‘re Losing Money Down The Drain Quite
Literally! ....................................................................................................................34
Client Attraction Formula #5: Presentation

Professional Prowess, How To Style Yourself For Different Industries, (Male And
Female) And Why What You Wear is Costing You New Clients And Setting You
Back Years! ............................................................................................................ .38
Client Attraction Formula #6: Impact

How to Deliver Effective & Impactful Presentations That Have Clients Throwing
Money at You! ..........................................................................................................43
Client Attraction Formula #7: Leverage

Leverage Your Efforts And Streamline Your Success. The Key To Automating Your
Career And Cash Flow. ............................................................................................50
BONUS TOPIC:
To Give Up or Go On, Is It Time To Call It Quits?.....................................................55
Bringing it All Together...........................................................................................58
Finding an Easier Way to Get These Results........................................................58
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Why It‟s Vital That You Read This Blueprint
from Start to Finish...
Welcome from Ben Angel...
Hi There,
This is Ben Angel author of the controversial

new book, Sleeping Your Way to The Top in
Business – The Ultimate Guide to Attracting
& Seducing More Customers.
I am so excited to finally be able to put in words

everything that I have learnt over the years
about building a successful business.
This is not just another blueprint on how to make

money consulting / coaching / speaking / writing,
although I will definitely be helping you to
achieve that.
This blueprint is about much, much more...
It is about how to create a personal brand that

shines out amongst your competitors and
uncovers your ―X‖ factor to attract media, clients,
interest and gain respect from your industry
peers. And believe me, the money comes when
all of the key secrets have been revealed and
applied.
This report will take you step by step through the process that I have created
so that you can leverage your profile to build your business and establish a profitable
business. Previous clients have paid me thousands to share this information with
them one-on-one. Luckily for you, you don‘t have to pay a cent! It‘s all in here for you
for free.
Take this information and practically apply it, the results will astound you. My
clients have;
 Generated an extra ‗$105,000‟ plus in their business

 Become a „Bestselling‟ author and reached number 5 on Borders Business
Bestsellers List
 Appeared on National Radio and Television networks due to their renewed
and reignited personal brands
 Generated contracts worth over „$40,000‟ dollars from their website alone!
 Built a profile that‘s irresistible to prospective clients and conference
organizers
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But before I get ahead of myself, let me take a side step and explain
who I am and why you should be listening to me in the first place.
I am an author, business and lifestyle columnist, personal stylist, and marketing
specialist on personal branding.
As a professional speaker I deliver on average sixty plus presentations per year on;
social media, personal branding, public relations, personal styling, networking and
online marketing for organisations such as but not limited to;
 Australia Post
 Australian Institute of Company Directors
 Action International
 Toyota
 National Speakers Association
 Real Estate Institute of Victoria
 Tourism Alliance of Victoria
 Safety Institute of Victoria
 Small Business Victoria (Key Ministerial Events)
I groom entrepreneurs, companies and authors in how to become more

seductive to their target market, the media and their colleagues via networking
skills, dressing to influence, energetic engagement and the art of building influential
personal brands.
My techniques are far from conventional. They are practical well-thought out
business strategies coupled with irreverent and engaging humour. After all, who said
business had to be boring!
I Get a Lot of Media Exposure

Due to the personal brand I have dedicated myself to building over the years I get a
lot of media exposure and the great thing is, they approach me. Here is a small
snapshot of the media that I have had over the years. It includes but is not limited to:
The Australian, Herald Sun, Channel 9 ACA, The Age, The Sydney Morning Herald,
The Sydney Daily Telegraph, ABC Radio, Leader Newspapers, Property
Management Journal, Q Magazine and Australian Business Solutions Magazine.
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Don‟t Take My Word for It Here‟s What the Business Media
Have to Say...
“I actually heard about Ben before I ever had dealings with him. One of my PR
contacts told me that he‟d just seen this great public speaker in action and that
he was laying them in the aisles…. Now I realise what he meant! Ben‘s book is
an engaging, well written and very amusing book with practical guidance and
ideas‖ Leo D‟Angelo Fisher - Editor BRW Magazine
""Angel's unconventional journalistic style grabbed our attention from day one.
How he has made the topic of 'networking' actually interesting defies
comprehension and description... The guy has flair!"" James Tuckerman –
Editor Australian Anthill Business Magazine
"Ben‟s unique approach to marketing and business communications have

provided our readers with interesting ideas on how to promote their brand in new
and innovative ways. Ben‟s new book serves as a natural extension to many of
the ideas he has presented through ABS and is a must read for anyone looking
to “Sleep their way to the top in business.” John Bigelow Associate Editor
Australian Business Solutions Magazine
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I Get Paid to Speak at a Lot of Events...
Would you like to know a little secret? I never set out
to become a professional speaker.
Shocking I know and yet I get paid to speak at over

sixty business events each year in Victoria, Australia
alone.
Why? Because I‘ve applied the techniques in this

blueprint consistently throughout my career to
establish credibility within specific business circles.
The good news for you is that even if you don‘t want
to become a professional speaker you‘ll get clients
throwing themselves at you because you‘ll suddenly
become irresistible to their needs.
Can you feel the weight floating off of your shoulders

already? You better believe it. Once the systems are
in place you can do what you enjoy doing most, your
passion.
Hands-on With Ben Has Created

Over $105k and Counting...
Launching our company from scratch with no active
endorsement in Australia, no database and limited
exposure is a combination that could spell disaster for
any business. We followed Ben‘s advice to establish
credibility and exposure in a new marketplace.... and
as a result we generated over $105k worth of new
business – and that‘s just the beginning!
Ben‘s marketing insights have helped us establish a

successful Australian-based company, provided
exposure to key businesses in Melbourne and we
have received clients and referrals through a
combination of strategic marketing campaigns and
events that we ‗KNOW‘ generate results.
If you‘re tired of guessing what works and you get any

opportunity to learn Ben‘s ideas – take it! Your business
will be financially better off for it – ours certainly is!
Tina Robertson Christie

Asenz - Website Developers
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Here Are Some Happy Snaps from Various Events I Have
Spoken at...
Franchise Council of Australia Women in

Franchising Event 2010
Real Estate Institute of Victoria

Conference 2010
On stage at the Tourism Alliance of Victoria‟s Conference in front

of over 600 attendees 2010
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On stage at a Savvy Web Women Event 2009
MC at the launch of Rhondalynn
Korolak‟s new book with Deputy
Lord Mayor of Melbourne Susan
Riley 2009
Myself and Wendy Berry after speaking at Mt

Eliza Business Networking Group 2009
MC of Whitehorse Business
Presenting a segment for A Current Awards 2009
Affair – Channel 9
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My proud mum in front of my picture that
was featured in the Successful Business MC third year in a row for Small
Owner Under 30 Photographic Display Business BIG Marketing Event 2008,
at Federation Square 2008 2009, 2010 on behalf of Energise
Enterprise for over 700 attendees
Myself with Minister for Small Business

Victoria Hon. Joe Helper 2008
Myself with
amazing
author &
speaker
Joanna
Martin
Speaking at the formal Energise

Enterprise „Wrap up‟ Event with State
Ministers for Business 2008
10 | P a g e Dare 2 Be Central & Ben Angel Pty Ltd 2011 ALL RIGHTS RESERVED.
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Here‟s What They Have to Say About My Book,
„Sleeping Your Way to The Top In Business‟
“Antidotes and Advice Wrapped in a

Cheeky Style – Guaranteed to Keep You
Breathless!” Belinda Cook – Success
Strategies
“Succinct, borderline humorous to just

downright hilarious!” Vicki Gardner
“Continuing to grow my business off the

back of it!” Andrew Morello – Winner of
Channel 9‟s The Apprentice 2009
Click Here To Discover More About,

„Sleeping Your Way to The Top in Business‟ Now!
„Number 5 on Border‟s Business

Bestsellers List!!!‟
“Nothing is more important than standing out in a
cluttered marketplace. This is why I turned to Ben Angel
when I needed to find a title for my latest book that
would command attention and have solid shelf appeal….
The book is sitting on No5 on the Border‟s Business
Best Sellers and I have been asked to contribute to
more than 12 national publications as an expert!!!”
Rhondalynn Korolak – Author of Financial

Foreplay
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I Help People Like „You‟ Brand Yourself, Automate Your
Business and Make More Money
What you may not know about me is that
I have been in business since I was 16.
My first venture was a metal sculpture
business in which I designed artistic
metal work that I sold to high end
retailers in Adelaide. At the time I would
take rusty old scrap metal from around
my parent‘s farm and turn it into art. I
would then put a price on it that the
market was willing to pay. That was
sometimes upwards of $900 for one
metal Christmas tree thereby learning One of my favourite clients Dr Elizabeth Celli
my first lesson in business as, ‗perceived Psychologist, Author and Media Commentator as
value.‘ she appears on 9am with David & Kim in 2009.
Years later, whilst I continued to run my metal sculpture business three days a week
I was also renovating my very first home at the age of 20, writing music in my spare
time and acting as an assistant manager at an Adelaide music store.
A few years later, I became an accredited life coach, moved to Melbourne, invested
in a personal development business that later went bust, established a speed dating
business, studied as a personal stylist, took an on air radio course, built up
Nationwide Networking (a b2b networking group) and set up my current marketing
and consulting business Dare 2 Be Central with my business partner Maria Abadilla
in which we charge in excess of $14,000 for a marketing strategy and over $60,000
for marketing strategies and implementation.
I can‟t even begin to express how much I have learnt about business through
all of these adventures in varying industries. The experiences revealed to me;
 The development and value of marketing products to consumers and how
important perception is when creating „perceived‟ value in the marketplace.
 How musicians created and marketed their personal brands to get a top
selling album and how it can be applied to the average consultant for
phenomenal branding and media results that generates clients.
 The value of testing, measuring and failing in business. Lessons you will
never really learn until you experience them firsthand, when your back is up
against the wall. Working on how to overcome those challenges and come
through it with more confidence than ever.
These experiences have been paramount to my success to date, although I am only

29 when I write this I have many more mountains to conquer. Through Nationwide
Networking I have also had the pleasure of interviewing multi-millionaires and media
experts that have assisted me in developing my processes and provided fantastic
input to assist me in my journey as I‘ve gone along.
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These individuals have ranged from; Diana Williams – Fernwood Fitness, Greg
Hocking - Hocking Stuart Real Estate, Justin Herald – Attitude, Leo D‘Angelo Fisher
- Editor BRW Magazine, James Tuckerman – Australian Anthill Magazine and my
personal favourite Di Rolle, publicist to the stars. Di has worked with the likes of
Michael Jackson, Andrea Boccelli and Tara Moss through to Rod Stewart to name
but a few.
I can‘t articulate how grateful I am to have been in direct contact with each of these
individuals and the knowledge they have imparted on me. I lap up each
experience and memorise everything they say so I can apply it practically.
And that is exactly what you need to do to get the most

out of this blueprint. Lap up every word and digest it
over and over again until you fully comprehend the
power in this document. The experience, failure,
success and background research that has gone into it
has been a monumental amount of work. I feel
genuinely privileged to be able to share this with you
today and look forward to receiving any feedback you
may have.
May I Be as Bold as to Ask to

Hold Your Hand...
Myself with Diana At the conclusion of this Blueprint you will receive an
Williams founder of invitation to grab a copy of my book, „Sleeping Your
Fernwood Fitness Way to The Top In Business – The Ultimate Guide
to Attracting and Seducing More Customers.‟
It is a step-by-step guide to rapidly attracting more

customers and „SIGNIFICANTLY‟ increasing your
profits, but with a Joan River‘s sense of humour.
If you like what you see in this Blueprint, and you can imagine yourself building a
financially rewarding and „highly seductive‟ business and making money from
something you are passionate about – then you‘re going to love „Sleeping Your
Way to The Top in Business.
If your business is getting lost in the crowd and you‘re unsure as to why people are
purchasing from your competitors instead of you, then this is a „must‟ have guide
full of proven marketing strategies for getting to the top of your game.
Plus, each book comes with an „Attract More Clients Gift Package‟ worth $549.00
and a „lifetime guarantee‟ absolutely FREE!
Click Here For More Details And Find Out How You Can Achieve
Your Results Even FASTER!!!
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$41,000 + National Media
Coverage!
Here is a picture of one of my other favourite clients, Hunter Dean. Here

he is featured with Dave Hughes and Ed Kavalee, the guys
from Nova FM.
―Ben Angel has really helped me understand what it takes to create a personal
brand, a specific example of this was the more than $41,000 in revenue I generated
from my website after following his advice. When the radio station Nova called and
asked me to do a 25 minute live breakfast show interview with Dave Hughes, Mick
Molloy & Ed Kavalee I knew his personal branding advice was working.
Ben's ability to challenge and provoke me to thinking outside the square has enabled
me promote my work in a more stream lined and professional manner.‖
Hunter Dean - www.HunterDean.com
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Let‘s get started...
The 7 Step Client Attraction Formula‟s You Must Master to

Generate Massive Profits from Your Business.
As soon as you make a choice to create and build a profitable business the game
plan changes significantly. You may think it doesn‘t, but oh boy does it ever.
After working with and supporting hundreds of business owners over the years I
have discovered that there are 7 Client Attraction Formula‟s that make all the
difference between building an abundantly profitable business or fulfilling an
expensive, time consuming, pain ridden hobby.
They are detailed in the following chart on the next page and they are
specifically designed for;
 Consultants
 Coaches
 Authors
 Speakers
 Solo-Preneurs
 Entrepreneurs
 And Service Based Businesses
Throughout this report we will go into detail of each Client Attraction Formula and
take a look at what it really means to apply them and generate results. We will also
provide you with added bonus resources that will save you copious hours of
research, including the editors contact details for some of Australia‘s leading
business publications so you can let the world know you‘re here and you‘re not going
anywhere!
Buckle yourself in and enjoy the journey. Oh, and please, email me your feedback
and thoughts to info@benangel.com.au
I‟d love to hear from you.
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7 STEP CLIENT ATTRACTION FORMULA
• You must build credibility in specific key areas to

Credibility be taken seriously and convert new clients
• You must network with influential connections to

Connection shortcut the sales process and build your lead
stream
•You must expose yourself to thousands of prospects

Exposure through channels that build your credibility and create
client pulling power
•You must expose your personality to your prospects to

Personality connect with them and convert them easier than ever
before
• You must style yourself visually to establish

Presentation presence and credibility within your marketplace
and to be taken seriously
• You must put yourself in front of audiences of your

Impact prospective clients, either in person or via tele-
seminars and webinars to create connection
•You must leverage all of your skills, abilities, credibility

Leverage factors and resources to streamline and automate your
business to maximise your productivity
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CLIENT ATTRACTION FORMULA #1: CREDIBILITY
How to Create Instant Credibility & Build Your Brand

+ What You Desperately Need to Know That Could
Be Costing You Thousands in Lost Revenue and
What You Can Do About it TODAY!
Credibility is king but if you don‟t have it you‟re as good as a peasant in your
marketplace.
Even if you have been around for years and have recently realised that you are not
making the income you wish ‗credibility‘ is most likely the key factor that is missing
from your marketing mix.
Credibility is ‗critically‘ vital in generating new clients, attracting media exposure and
being asked to speak at events.
Everything hinges on it
Simply put, if you don‘t have proof that you know what you‘re talking about then why
should I or anyone else listen to what you have to say let alone purchase your
products or services?
We shouldn‟t!
As harsh as that may sound it is the honest to God truth. Whether you are leveraging
credibility for clients or media, it works exactly the same way and the more of it you
have the better the results you will achieve and the easier it will be for you to draw in
clients.
Without key credibility factors put in place you will forever struggle to make ends
meet. I have known this struggle and it‘s not a pretty one (I am a very ugly crier!).
When I first started out in business I experienced many emotional breakdowns due
to the lack of progress the business was making at the time. I don‘t want this for you
hence I want you to scour this document with a fine toothed comb.
So, without fluffing around let‘s get straight to the point and look at key credibility
factors you can utilise to move your career forward.
But before we do this there is one more thing...
This is where most people come unhinged. They have various credibility factors
stored in outlook, on hard drives, USB‘s, on their blog, on other‘s blogs, on Facebook
and Youtube but none of them are easily accessible.
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Do you see the dilemma?
All of the credibility factors are dispersed, forgotten about and thereby rendered
useless.
They all need to be in one easily accessible place. The first step is to put together a
folder on your desktop and in this folder you are going to place every article, picture,
media clip, audio, workshop or e-book you have ever produced so you can access it
with a click of a mouse.
This is your credibility folder and this folder is here for you to leverage everything you
know and do throughout all of your marketing communications.
These credibility factors may include but are not limited to;
 Testimonials – Client success stories (with specific results), media reviews;

 Photographs – With influential contacts, at speaking events, with clients, of
clients;
 Media – Radio interviews, television, local newspaper, industry paper,
published articles/interviews, magazines;
 Associations – Documentation/proof of projects completed with influential
contacts within your industry, i.e. joint tele-seminars, webinars, events,
workshops etc.
What if I don‟t have enough credibility factors?
If this is the case it‘s time to get busy. I want you to make a list of all the clients you
have ever worked with then one by one you are going to contact them all and ask for
a testimonial. Ask them for specific results they have achieved. The more specific
the better as it demonstrates your ‗true‘ abilities to generate results for your clients.
If you are yet to have many clients then give your services away for free. Yes, I did
just say that! I did it at the very beginning of my career to get some rungs on the
board. It helps significantly in boosting your confidence and spreading word of
mouth, it also generally results in those free clients becoming paid, especially when
you deliver amazing service and results.
I also want you to make a habit of attending as many networking events and
conferences as you possibly can. At these events have your photo‘s taken with the
presenters and post them up on your blog and in your companies newsletter.
This is one of the quickest ways to establish yourself as an authority within your
industry. It is credibility by association and it demonstrates that you associate with
influential contacts and that you are someone worth listening to.
It may seem extreme but it is what actresses and musicians have been doing for
years to kick-start and re-ignite their careers. The stories I could tell you from my
media contacts would blow your minds hence I‘ll keep them for private individual
conversations.
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7 STEPS TO INSTANT CREDIBILITY & CLIENTS
The great thing about the internet and online marketing is that we have a plethora of
resources available at our finger tips to establish ourselves and credibility quickly.
Here‘s how to apply them. Oh, and no fear, they‘re not all online!
WARNING: There is no magic „bullet!‟
Marketing is a mix of strategies applied simultaneously to drive various channels of

leads into your business. You must be consistent with your efforts or put bluntly,
don‘t bother!
It may not be easy to become established but I guarantee you it is all worth it in the
end when you take proactive action on a daily basis.
Take the time out to read and research each of these steps then slowly roll them out
in your business. Or, if you want results quicker get stuck into all of them today!
STEP 1. Write An E-Book
An e-book is a fantastic way to reveal your knowledge and ability to service your
prospective clients. Simply pull your thoughts together to write an e-book around 30
pages long that can be forwarded on to prospective clients and their colleagues
completely free.
Within the e-book include links back to your website for further details on your
products and services and how to purchase them.
Be sure to include in your e-book customer testimonials and photographs to

demonstrate your abilities and provide social proof that you are not the only one that
thinks you‘re great! 
You can utilise it as a lead generator on your website, i.e. the e-book for your
prospects name and email and to help convert clients. Whatever you do, once
you‘ve completed it don‘t forget to promote it. They are a fantastic conversion and
credibility tool. Give it out throughout your networks to clients.
STEP 2. Produce a Blog
By adding short journal entries to a blog hosted on your website on a regular basis
you will soon gather a following of fans after a consistent stint at doing so. Write
about topics that are close to your heart and relevant to your business and always
encourage people to add comments and ask questions as much as possible based
around your area of expertise.
Take these blog entries and turn them into articles that can be submitted to industry
publications or the media. Also, one of my favourites; record the entry via video and
post it on your Youtube page.
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The objective is to create something and leverage it as much as possible. Written
work can be converted into video files without a lot of extra work. Engage with your
prospects on as many levels as possible and they‘ll love you for life. You‘ll also cut
down the actual amount of work that you have to do.
STEP 3. Speak at an Event
There are thousands of business networking events and business seminars around
Australia and the world. To get a speaking opportunity at one of them start by
approaching the smaller groups and ask if you could visit one of their events to
deliver a short 15-45 minute presentation on a topic of your expertise that is relevant
to their client base.
They will not always say yes, but it is a matter of being consistently in their face and
building credibility and trust in their eyes until they do. After a while they will come to
you.
Later in this blueprint I will expose to you how to overcome any stage fright you may
be experiencing. I used to feel like vomiting and now I get excited like a little puppy
dog before going out on stage! Although I try best not to wet myself!
STEP 4. Network, Network, Network
Attend as many business networking events, seminars, business expos, trade shows
as possible. Participate in online business forums, post comments on the popular
business blogs and meet with lots of other business owners in the early days to be
seen and spoken about.
If you are not in front of your potential clients then you are most likely not in their
thoughts. After a while you will keep bumping into them and when it comes time to
purchase, you will be the first person they think of because the loyalty will lay with
you.
There is more on networking still to come, you‘ll just have to hold your breath in the
meantime...
STEP 5. Produce a Youtube Channel
Conduct your research and establish a Youtube Channel. Embed the videos from
your channel throughout your website. Only last week I booked in over $21,000 of
speaking engagements because the event organisers had viewed my short videos
via the embed Youtube videos on my personal website www.benangel.com.au
Personally I feel Youtube is better utilised as a conversion tool than a lead generator
as it can be quite hit and miss to generate thousands of viewers via it unless you are
dedicated to spending hours upon hours building your following.
Ideally your video length should be around 3 minutes. Any longer and they‘ll change
the channel.
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You can check out my Youtube channel by clicking here;
www.youtube.com/inbedwithben
STEP 6. Set-up a Twitter Account
For those of you that don‘t know what Twitter is (WHERE HAVE YOU BEEN!?), it is
a mini-blogging platform in which you have 140 characters to express your opinions.
Twitter is phenomenally good for building a solid fan base and generating leads
when done well. For more details on Twitter you can check out my ‗Ben Angel‘ blog
by visiting www.benangel.com.au for some great articles on how to make the most
out of it.
The basics of twitter are;
 Establish a background page that generates credibility (see mine below)

 Produce hints and tips that educate your prospective clients and post them
regularly (i.e. 4 per day)
 Follow others within your field of expertise and interest and some will follow
you back
 Add it to your email signature and invite prospects and clients to follow you
 Automate your tweets to reduce time, I recommend utilising
www.socialoomph.com in which you can schedule them out in advance, this
saves hours
Twitter has personally assisted me in generating radio and print exposure due to the
online brand created. If you would like to check out my Twitter page for tips on how
to build your Twitter following, click here... www.twitter.com/benangel
STEP 7. Establish a Facebook Fanpage
A Facebook Page is a public profile that enables you to share your business and
products with Facebook users. Users can become a fan of your page, post up
comments and pictures of their experience within your precinct and invite their
friends to join your page. Every time you post a new message on your fan page it
appears within your fans news feed resulting in consistent ongoing exposure with
consumers of whom are in your ―targeted‟ area.
The main benefits are;
 Instant interactivity with prospective clients / fans

 Reduction in long term advertising
 Builds solid loyal relationships
 Drives traffic and sales to your website
Facebook fan pages are currently free to set-up. Once a significant following has
been established they become viral in nature and grow a fan base organically.
For more tips you can check out my personal fan page by visiting;
http://companies.to/benangel/
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Why Utilise this Mix for Credibility?
The 7 Steps to Instant Credibility have all proven to work in various industries and
not only that, they are all FREE to use! All that is required is an investment of time
and effort.
Please note that not all of the 7 steps will be relevant to your industry, even if you
select four of them and do them well you will see significant results.
Take the time to work on building one credibility factor at a time. Your objective here
is to create ongoing consistent exposure with prospective clients.
Every time you take the foot off the gas the marketing machine slows down and
hinders your progress. To get to critical mass and really generate results you will
need to put in consistent effort.
Keep it going and the clients will keep flowing.
Do you feel overwhelmed by the amount of work required from you?
That doesn‘t surprise me. If you want to see ‗real‘ results you have to put in the hard
yards. It is all about how you look at it. See it as an exciting step in building your
business and you‘ll enjoy and even love the process of creating your brand even
more.
After all, that‘s why you‘re in business isn‘t it!? To make money and enjoy yourself!
ACTION STEPS FOR CLIENT ATTRACTION

FORMULA #1: CREDIBILITY
 Set-up a „Credibility‟ folder on your desktop
 Add to your „Credibility‟ folder all of the content you have ever produced,
i.e. articles, audios, presentations, workshop content
 If you do not have any content, identify the type of information / content
your clients are seeking and begin to produce articles, blog posts, Youtube
videos, Twitter Tips, Facebook posts around their needs
 Purchase a year planner and map out when/if you will establish a Twitter,
Youtube, Facebook profile, speak at an event, attend networking events and
how you will maintain each activity over time.
 Refresh yourself and delve into the rest of this report!
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CLIENT ATTRACTION FORMULA #2: CONNECTION
Networking Know How and Why You‟ll Get Nowhere Without it,
Plus How You Can Convert Clients Faster than Your Competitors
with Your Little Black Book!
Let‘s face it, your business will be hard going if you don‘t have key contacts that can
help you pull things together and expose you to larger markets of hot prospects.
True or true? True of course!
Attracting clients without colleagues that support and refer you business can be a
nightmare.
So what are you meant to do if your little black book has one phone number in it and
it happens to be your mum‘s? Take heed, there are several clear cut strategies you
can implement to build your business network from scratch and ensure that it serves
you well into the future.
Here Are Your 4 Steps to Successful Networking
Step 1: Know what you do
We‘ll derrr! This one surprises me every single time. I‘ll go to a networking event and
there will always be a business owner who tries to impress you by initiating long,
convoluted sentences that simply confuse and stun other business owners into
thinking they must be important! What a load of hog wash. Keep it simple and clear.
After all, if others can‘t understand what you do, how the hell are they going to be
able to refer you clients?
Have your 30-second elevator pitch down to a fine art. You can pull one
together in a matter of moments by concisely answering the following
questions in order.
1. What do you do?
2. Who benefits?
3. How do they benefit?
Don‘t fail to underestimate the importance of this. Your success hinges on your
ability to be able to communicate what you do effectively to others. If you can‘t, you
won‘t attract clients.
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Step 2: Get out from behind your desk
Scroll the internet and look for as many networking groups and events as you can
possibly find. Then go about setting yourself a target of attending a minimum of one
per week for at least three months to build up a base set of contacts. You are not
looking to sell to these contacts, even though it will naturally happen. You are looking
to find individuals who will be able to refer you clients and answer your business
questions when you need it the most.
Step 3: Get over your fear
I remember the very first time I ever went to a networking event, it was like being
back in high school again, not knowing anyone and being afraid of what they may
think (thank god I‘m over that now!). I believe everyone in business has had this
feeling at some stage, even if they don‘t care to admit it.
So what do you do if the thought of walking into a room full of strangers has given
you sweaty palms?
Simple!
Pretend that everyone in the room is a long-lost friend (one that you would actually
like to see again). You will discover that your shoulders relax automatically, you
become more confident and you greet them with a large smile and open persona.
This simple technique makes the world of difference in bringing about your real
personality and confidence in what may otherwise be an awkward social moment. It
also builds ‗instant‘ rapport with others.
Step 4: Meet, greet and meet again
It takes time to build up a little black book of business contacts that will open up new
opportunities, but persistence is the key. Take the time out to meet individually with
each of your new contacts to find out more about what they do and how you can
assist one another in growing your businesses. Remain in their thoughts by dropping
them an email from time to time to see how they are doing. I prefer telephone
meetings over in person meetings. Why? Meetings can be an absolute waste of
time, especially when you add in travel and prep. Suggest to discuss opportunities
over the telephone to find out more information and save one another time.
By remaining consistent, you will gradually build up a loyal network of business

owners that you can rely on for anything, just as they will rely on you.
Now that you have the basics of networking (that everyone seems to get wrong),
let‘s move onto the advanced strategies of generating profits through your
networking activities.
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STRATEGIES TO PROFITS THROUGH NETWORKING
Every business on earth seems to have a marketing plan. This raises the question: if
so many of us have a marketing plan, but a large majority of our business comes
from referrals and networking with other business owners, then why in hell don‘t we
have a networking plan?
Businesses are still failing to structure their networking efforts around getting
measured results. So, if no one is doing a networking plan, what does it consist of
and how should it look? Let‘s take a squiz.
Strategy 1: Developing your networking plan
Like any marketing plan that we create, there are always several lead streams
designed and directed into our business. Hence, if one fails, we have twenty others
to lean on. Networking is exactly the same. Don‘t expect to network with a small
number of individuals and have your sales go through the roof, unless they are a
targeted group and you have spent time developing the relationships required to
generate leads en masse.
Networking provides endless opportunities for businesses, especially when some of

the more innovative techniques are deployed. Your networking plan will consist of
networking events, cross promotions, host beneficiaries, joint promotions, referral
campaigns and affiliate campaigns. Each of these strategies can be implemented via
your existing and future business networks to help you gain reach and momentum
with your marketing and networking efforts.
Strategy 2: Expand your focus to access your target market
The old days of networking for the odd referral here or there are gone. The focus has
been widened to include sending your marketing messages via your existing
business contacts and their databases (such as creating a promotional offer for
another business owner‘s database and then having him/her forward it on via email).
Suddenly, instead of going to a networking event to sell to the people you meet, you
are establishing alliances through which your promotional material can be
distributed, thereby expanding your reach and leveraging your contacts.
Strategy 3: Identify your core objectives
To generate great success from your networking efforts, clearly identify the key
areas and results you wish to achieve via networking with other business owners,
and ensure all of your staff are aware of them. They may include such targets as:
• Mass exposure via joint promotions, host beneficiaries, cross promotions

• Key referrers into particular organisations/companies
• Alliance partners
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Strategy 4: Establish a point of contact schedule
Create a default diary in which you schedule time on a weekly basis to touch base
with key contacts and further establish business relationships. It will be necessary to
touch base every couple of weeks with individuals and businesses from whom you
are seeking a steady stream of referrals. See how they are going and offer any kind
of assistance.
Adding these strategies to your networking plan will go a long way towards building
up a well-greased networking machine that works for you. Instead of networking for
individual sales, shift your focus slightly and draw your attention towards key
contacts who can introduce you to their databases. The slight shift in focus will mean
real bottom line results for your business and bulk referrals instead of one or two
from time to time.
Remember: It takes as much time and effort to build a relationship with an influential
contact as it does with someone that is at your level or below it. If you want greater
results connect with individuals that are already successful, not the ones that are
struggling to make ends meet.
At the end of the day all it comes down to is whether or not you believe you are good
enough to connect with the key influencers.
How Do You Convert New Clients with Your Little Black Book of Big Contacts?
You name drop!
But you don‘t do it obviously. You strategically discuss individuals that you‘ve met
that are relevant to the conversation at the time.
I am a serial name dropper and it has helped me to get into key organisations and
media outlets because I‘ve weaved it into the conversation. Your contacts are vital in
taking your business and career to the next level however they‘re no good if you
don‘t utilise them in your marketing mix.
The aim of the game is to establish your own credibility so well that they will
eventually drop your name into conversations. When that happens you know you‘re
making real traction.
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ACTION STEPS FOR CLIENT ATRACTION
FORMULA #2: CONNECTION
 Answer the 3 most important questions you‘ll ever be asked; 1. What do

you do? 2. Who benefits? 3. How do they benefit?
 Research key events that your target market reside in and schedule them in
your diary. Remember being ‗tired‘ or watching ‗Desperate Housewives‘ is not
an excuse for not attending them.
 Identify your core objectives for networking and with whom you need to
connect with.
 Establish Google alerts on key contacts so you can track their progress and
find a reason for touching base with them. www.google.com/alerts
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CLIENT ATTRACTION FORMULA #3: EXPOSURE
Media Magnate And Press Release Perfection, Why Media

Exposure Is An Important Part Of The Mix & How To Use It
To Convert New Clients.
Short of Making a Sex Tape, There Has to Be a Better Way to Get into the Media,
Right!?
As we know, there have been many a Hollywood celebrity's career take-off after their
sex tape was revealed to the public, Paris Hilton comes to mind. But does that mean
that 'you' have to record one to be featured in the media?
I hope not! No offence but I don't want to see you naked!
You see, I love media. Okay, that's totally understating it.
I really love it. I love the game that has to be played to successfully be featured on
radio, television or in print. But I have to admit, there is one thing that really frustrates
me and that's when professionals bitch and moan saying that they sent one press
release and didn't get a response.
The fact of the matter is that most editors and journalists receive over 100 emails per
day from people and businesses sending press releases and promoting themselves.
If you only send one release the likelihood of it being noticed is minimal. It takes
persistence, patience and sometimes added little tricks and that‘s why I am here.
Why Bother with Media?
The main reason for getting media exposure for myself and that of my clients is
because it delivers an ‗instant‘ university degree and credibility.
People deal with you very differently after you have appeared on television or in a
reputable newspaper or magazine. There is a new found respect that is like no other
and it is for that reason I urge you to focus on media as one of your lead generation
and client conversion strategies.
Getting into the media indicates to others significant social proof that you are worthy
of interacting with, listening to and buying from.
Each meeting I have with a new client I will always give them a copy of the latest
publication I have been featured in. This sets the tone for the communication and
lets them know that they are dealing with an expert.
Understand that any media that you get it is important to leverage the ‗hell‘ out of it!
Put it everywhere, a link to it in your email signature, up on your company and
personal blogs, on your Facebook fan page, a link via Twitter and of course an email
out to your database of your latest exposure. Also leverage it in your bio. Mention it
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within the first couple of paragraphs. It is the credibility required to get you over the
line in some highly competitive environments.
So where do you start? By writing a seductive press release that the media are going
to drool over and here‘s how!
9 EASY STEPS FOR WRITING A PRESS

RELEASE THAT PACKS A PUNCH!
1. The title of your release is incredibly important, use inspiring and intriguing
words such as innovation or advanced technologies to spark their interest
2. Use the word Media Release rather than Press release when sending through
to agencies
3. When pitching – get your main point of difference across in the first sentence
to incite interest or even controversy
4. Create opinion pieces that are within your field of expertise that position
yourself as an expert
5. Visual imagery is important, provide the media with visual images that can be
attached to a possible media story to complete the picture
6. When sending via email, the subject line needs to be catchy and lively,
spend extra time creating them. Don't just go with the first one you create. Write 10
or more and go through the list to see which one jumps out the most.
Bonus Tip: Read through your target publications magazine / paper and re-write all
of their main headlines. This will give you a feel for the style they are looking for.
Once you‘ve done that write your own. It will train you to think like the people behind
the publication.
7. Using stats adds value and credibility to your release i.e. comment on a
particular study that has been conducted by a university and state actual figures
8. Stay local – if you can make your business relevant to a local event / business
or charity it is a whole lot more newsworthy
9. Follow Up – it is really important to follow up with a phone call the day after you
have sent the media release to all the agencies…discuss ideas on how they can use
it etc..
Bonus Tip: Don't make it about you or your business. The media print stories they
don't print advertisements. If your releases aren't getting accepted it is most likely
that it isn't interesting enough or it wreaks of self promotion. Feature client stories
that relate to your business but not your business itself. That will get exposure by
default.
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POWERFUL PRESS RELEASE TEMPLATE
Below is a standard format for creating press releases. This format will assist in your
probability of appearing in the media. Be sure to complete our handy checklist below
before submitting your release.
FOR IMMEDIATE RELEASE

For additional information, contact: (insert your contact details here, the person
sending the press release)
Insert your press release heading here: i. e. write a powerful heading, the
heading makes or breaks it.
Opening Paragraph:
Write your most powerful opening here in 40 words or less. Create intrigue and
interest via storytelling. i.e. Local author set to cause a stir due to her controversial
opinions on childbirth. This introductory paragraph should also answer the
questions of who?, what?, when?, where?, and why?
Press Release Body of Contents:
The paragraphs of your press release should be no more than 3- 4 sentences in

most cases.
One solid quote is a must in your release, perhaps from a company executive or
the person who is actually sending the release. Be sure to quote yourself or one of
your clients. Remember, the release shouldn‘t be about your business but the
stories connected to it, i.e. client transformations, almost bankrupt, what you did to
assist them etc.
Your release should be written in a journalistic nature. Read the media you wish to
submit it to and how they write their stories for inspiration. If you are serious about
getting it into a particular publication, write word for word their top story of the
day/month. This will assist you to understand what they are needing and expecting
from contributors.
About You or Your Business:
Write a one sentence summary on you or your company. Anymore and it will come
across as a sales pitch.
### (This mark tells the journalist that they've reached the end of the press release,
and there are no additional pages to come.)
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Press Release Checklist
Before submitting your release to the media outlets, be sure to check each box and
go through your release with a fine toothed comb. It takes energy and effort to write
them and can waste hours of work if not followed through appropriately.
 Is it about a story connected to you or your business but not the business its
self?
 Have you featured a third party commentator in it to increase its likelihood of
being accepted?
 Have you quoted the director or person in question within it?
 Is it genuinely interesting? Ask other‘s opinions.
 Do you have a list of targeted media you plan to approach?
 Have you researched your targeted media‘s style of writing and publication,
(write one of their articles word for word to understand it appropriately).
 Have you scheduled in a send out date and a follow up time? You can
improve your chances of your press release being accepted by making a
simple follow-up call to ensure they received it.
 Have you done the journalists work for them by providing them with extra
information, or details on where to find it?
Common Press Release Mistakes
Do you make any of the following? Check before submitting your press release.
 Pitching the business and its products and services directly, this will come
organically if your story is solid, your pitch is at the end with your company
details and no more.
 Expecting a response back from the media. Media can receive upwards of
100 emails per day. A response should never be expected, they don‘t need
you, you need them. Ring them and build a relationship. This takes time and
persistence.
 Sending the same press release more than once. If it didn‘t get in the first
time, it won‘t get in the second time. Re-position the story and submit again.
 Not respecting the journalists limited time. When speaking to them on the
phone keep it clear and succinct and only provide them with the most
interesting information. i.e. struggling mother overcame her fear of heights
due to new hypnotic technique…
 Not understanding the publications/media‘s target audience. Who
reads/listens/watches it? You‘re writing for them, not for you.
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10 Top Business Media Contacts to Get YOU Started Immediately!
You‘re really going to love this! Below you will find the contact details for the top 10
business publications you can contact to send your releases to.
Remember: You get one chance to make a good first impression. Go through the
checklists above in detail before you even consider sending releases to the following
companies.
Oh, and one final tip and it‟s a big one!

Follow up each media release with a phone call. Ring them to touch base very briefly
(they‘re busy individuals) and ask them if they received it, if there is any interest or if
you can assist them with anything else. This is the key element most fall down flat
on. A phone call can be the thing that tips the release over the edge and get‘s it
featured in the targeted publication.
Name of Contact Person Email Website
Magazine
Australian John Bigelow Ass. enquiries@absmagazine.com.au www.absmagazine.com.au

Business Editor
Solutions
mag
Australian Business and Money www.byob.com.au

Making Opportunities
B&T Tim Addington tim.addington@reedbusiness.com.au www.bandt.com.au

Magazine
BRW BRW Fairfax Business brweditor@brw.fairfax.com.au www.brw.com.au

Media
Business Colin Bradbury colin@cgbpublishing.com.au www.businessfranchiseaustralia.com.a

Franchise u
Dynamic Jen Bishop jen.bishop@dynamicbusiness.com www.dynamicbusiness.com

Business -
Better
Business
Fast www.fastcompany.com
Company
Fast Tim Mendham fteditor@etncom.com www.fastthinking.com.au

Thinking
Fortune www.fortune.com
Management Jason Day jason.day@textpacific.com www.textpacific.com.au

Today
* Please note this list was up to date at time of writing and may have changed since.
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REAL LIFE EXAMPLE:
I like to practice what I preach. Here is a real life example of my own. After my
book ‗Sleeping Your Way to The Top in Business‘ was released Leader
Newspapers picked up the story after only ‗one‘ press release was sent out. The
Leader exposure then resulted in A Current Affair contacting me for an interview.
That interview went to air 7 days later. When it works, it works quickly!
ACTION STEPS FOR CLIENT ATTRACTION FORMULA

#3:EXPOSURE
 Know your objectives. Why do you want media exposure? Are you willing to
put in the effort?
 Research the publications that your target market read. Tailor the story to
that particular publication before sending it through.
 Write six press releases and trial and test your headings on your colleagues
before sending them out.
 Remember, they don‟t have to be perfect but they do have to be

interesting. Don‘t agonize over it get them out there once you have gone
through the checklist.
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CLIENT ATTRACTION FORMULA #4: PERSONALITY
The Personal Brand Formula and Why You‟re Losing

Money Down The Drain...Quite Literally!
“Personal branding is self-expression amplified to influence and command
attention.” Ben Angel
Personal branding is packaging an individual to become more marketable whether it

is to; attract a new lover, satisfy an existing one, obtain a new job or promotion or
attract new clients. It is made up of everything you are, do and have:
· your clothes;
· your hairstyles;
· your intentions;
· your interactions;
· your facial expressions;
· your emotional energy/femininity;
· your tone and medium of communication.
A powerful personal brand congruently reflects the internal representation of

an individual through external advantages. It is self respect at its core. Our
outer world is a clear reflection of our inner world. Every single day when you walk
out of your front door you are letting the rest of the world know how you feel about
yourself by what you wear and how you behave.
Interestingly, a study done by the University of Alabama (2003) found that

individuals with low flirtatious activity tended to correlate with low energy levels. The
study also demonstrated that these individuals also thought of themselves as less
attractive than their flirtatious counterparts. This study has massive implications for
addressing self-esteem issues. Hands down THE most attractive quality (whether
sexual of otherwise) is a person comfortable in their own skin; someone who is
confident without being arrogant. When you are confident in yourself you are also
less likely to be adversely affected by what others think of you, thereby free to
express your personality more clearly to prospective suitors (work and otherwise)
and even more likely to flirt too.
The happier you are in your own representation the more relaxed, confident
and influential you automatically become to those around you. It is this
authenticity that gives you the personal power to express yourself congruently in all
environments. Share more of yourself in each of your interactions and be willing to
show who you are minus the fear of being judged. It is important that we respect
ourselves first and foremost. Everyone around us will follow suit when they see our
gratitude for our own little idiosyncrasies (and believe me I have many of them
myself!)
Personal branding is once again more credibility. It also results in increased sales,
respect for the individual and the organisation and the ability to communicate a
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unique message to your target market - one that strikes a true chord with them and
echoes throughout their networks.
So what are the steps to first developing and then protecting your own personal
brand well into the future? Here they are...
7 Personal Branding Principles
Personal Branding Principle #1. What‟s your angle?
Marketers harp on all the time about developing our USP (unique selling point). We
try and tune them out but unfortunately they‘re right (and too damn loud!) We need to
clearly establish what our unique perspective is on our industry, topic of conversation
and our opinions relevant to our consumers needs. Quit sitting on the fence, believe
what you believe in and communicate that to your consumers. You‘re going to piss
some people off but you‘re also going to develop raving fans who are going to stalk
your business and tell everyone about you.
Personal Branding Principle #2. What types of images and styles do you
represent?
Your images include everything from your email communications (if you have a
Hotmail/Gmail account, upgrade it now – you look cheap) through to your website,
brochures, business cards, personal presence and your actions associated with your
clients. Take a look at the images you use throughout and ask yourself honestly:
―What does this say about me and my business?‖ Ask friends who aren‘t willing to
skirt around the edges and give you their personal opinion. Honesty counts. After all,
it could be costing you!
Personal Branding Principle #3. How is the brand communicated? (You‟ve got
it, so flaunt it! And flaunt it shamelessly!)
To supercharge your own personal profile and build your brand, your motto from now
on is, ―Be everywhere, all the time!‖ And even when you can‘t be there, you are there
because people are talking about you. Consistently attend the same networking
events until you become a regular. Become instantly recognisable at various
business events because you‘re well established and networked and of course, as
discussed in the last chapter, go after media to build your standing.
Personal Branding Principle #4. Creating the Culture
Know the culture of your industry and be willing to push new boundaries, ask
questions everyone else is too afraid to ask. It is important that you stand for
something as a person and as a personal brand. By doing so you may potentially
polarise those around you into two categories, those that are raving fans and those
that can‘t stand you. This is the perfect situation to be in, after all is there any one
person on this earth that everyone loves? I very much doubt it, even Oprah has her
critics. Critics are a healthy part of ongoing development, if no one is criticising your
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work then no one really cares enough about what you do?
Personal Branding Principle #5. Personal styling – your clothes count
I recently attended a business networking breakfast. From where I was sitting, all I
could see was a sea of black suits, with ties that dated back to the early 50s and an
interesting wave of comb-overs. Excuse me, but when was running your own
business all about fitting in? The point of advertising and marketing is to stand out –
including your clothes.
Now, I‘m not talking about wearing a pink suit (even though that could work). I‘m
talking about wearing a grey pinstriped suit when you know that everyone else is
going to be in corporate black as fitting in screams uninnovative, boring, uninspiring
and even rigid. Is this the message you are wanting to communicate to your
customers? My guess is no! Regularly update your clothes and ensure you‘re always
looking fresh and inspired.
I will go into greater detail within the next section.
Personal Branding Principle #6. Reinvention
Part of building your personal brand is reinventing yourself on a regular basis to

ensure you stay current and relevant to your ever changing ever growing consumer
base. Watch videos on YouTube to observe what the rest of the world is doing, there
is a wealth of information online available at your fingertips that will assist you in
gaining the cutting edge. Artists such as Kylie Minogue and Madonna have
continually re-invented themselves over the years. Why should business consultants
be any different? Clients want to know that you‘re innovative, leading the pack and
the best in your field. A failure to reinvent is a failure to market yourself effectively.
Personal Branding Principle #7. Protecting your brand
Once you‘ve worked your butt off to achieve the above, it‘s now time to protect your
personal brand and reputation. One slip up could destroy all of it. Be aware that if
you build your business from networking then you can also destroy it from
networking. Bad word of mouth spreads like rapid fire. That‘s why if you ever hear
any unfavourable feedback about your business you must jump on it straight away.
Find the source of the feedback and pick up the phone. Come from a place of love
and respect and ask the individual if you can assist in any way regarding your
service or, if it is another business, ask if you can be of any help (i.e. refer them
business). Never approach them head on, as this will add fuel to the fire.
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FORMULA #4: PERSONALITY
 Identify your angle. What makes you unique? Once you feel you‘ve
uncovered it conduct a search on Google and see if you really are unique.
After that, it‘s back to the drawing board. Push yourself hard to find individual
idiosyncrasies within your personality that are endearing and could provide a
competitive advantage when taken to the marketplace, i.e. your sense of
humour, ability to connect, ability to drive individuals to results.
 What is your style? Scour the internet and find other credible authorities
within your industry who are your ideal role model. Look at their unique style,
i.e. the way they present, speak, behave and look - from there begin to
uncover your own. Never, ever copy there‘s. This is only to get you inspired.
 Thirdly and most importantly, develop all of the visual clues that will
increase your professionalism, and for that, you‘re going to have to read the
next section.
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CLIENT ATTRACTION FORMULA #5: PRESENTATION
Professional Prowess, How To Style Yourself For Different

Industries, (Male And Female) And Why What You Wear is Costing
You New Clients And Setting You Back Years!
I used to believe that I had to change my outer appearance and personality to fit in - I
now realise how wrong I really was. I also understand how much pain it caused me
personally to ‗edit‘ myself to make others feel more comfortable.
Thank god those days are over. In today‘s competitive work and business
environments we need to do whatever we can to stand out for all of the right reasons
and that includes wearing your heart and personality ‗literally‘ on your sleeve. It is
more important than ever that we express our individual personality traits to the
wider market to achieve cut through and connection and it becomes especially
important when it comes to visual shorthand.
Looking good has always been important. Basically speaking beauty attracts to
preserve the species, but is it attracting to preserve and even grow your career and
business or is it damaging it. Consider the following;
1. A Study by US economists Hamermesh and Biddle found women who wear

make-up earn 20-30% higher incomes than women who don‘t
2. Timothy Judge, a management professor at the University of Florida

concluded that someone who is 7 inches taller — for example, 6 feet versus 5
feet 5 inches — would be expected to earn $5,525 more per year.
3. Studies with babies have shown that they respond for a longer amount of
time to an attractive face. The implication is that human beings are hard-wired
to respond to beauty and in a mere fraction of a second--150 milliseconds to
be precise—snap judgments about appearance are made.
These studies are quite confronting and they are only a few of many that have been
done on appearance. Basically speaking, before you‘ve said one word we have
already judged you worthy or not worthy of interaction.
Scary I know!
But it doesn‘t have to be. This isn‘t about changing who you are. It is about giving
you the cutting edge to truly improve your career.
The confusion begins when what we see on the outside doesn‟t reflect how we
feel on the inside. To assist in developing this congruency in communication (for
ourselves more than for others), I‘ve created some basic guides on how to dress for
various industries. Although there isn‘t room here for us to explore every subdivision,
you can look at the objective of each industry and find one that reflects yours. From
there you can take relevant elements and apply them to your sector with an added
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dose of your own personal expression for good measure. It is the personal
expression that completes the outfit and makes it work.
Industry #1: Business Consultation/Professional Services:
Objectives: To appear credible and instantly trustworthy in front of key stakeholders.
What to wear: This is the one place that you will want to lean on the more
professional side however it doesn‘t mean that you can‘t do it in style. Wear tailored
clothing and suiting that projects someone who is up to date with current business
trends and modes of thinking. Black suiting will always be a stable in the professional
wardrobe, however, change as the environment requires you to either stand out or fit
in.
If you are an independent business consultant and your clients aren‘t as corporate,
your personal brand will dictate the stylised elements that come through in your
clothing.
What to look for: Quality over quantity, stainless steel watches, classic yet stylish
earrings/jewellery (nothing too loud unless your brand calls for it). Keep in mind, the
darker the colour you wear, the more power you will be perceived to posses.
Industry #2: PR / Marketing / Advertising:
Objectives: To be a trendsetter; to combine industry knowledge with ballsy

credibility.
What to wear: The focus is on integrating creative elements by way of jackets and
jewellery (for women). Choose staple items that you can dress around. Tailored
jackets will be your best friends as you can throw them over the top of dresses and
tops that are inexpensive and easy to change as the seasons change.
Similar goes for men. Men focus on high quality blazers, teamed with dressy jeans /
pants with semi casual shirts.
Well structured shoes (i.e. square tip for guys/girls, not round toed) are essential as
they give you presence through adding height and giving you that needed
‗structured‘ element to ensure you are presented as professional and organised. Add
splashes of colour to your outfits and various design elements that are expressive in
nature, i.e. flowing garments (for women) with high tailored cuts (for men & women).
Mix prints with solid colour items to keep you looking professional and grounded in
the same breathe.
Find balance in looking up to date but remember that the key to success is relaxed
chic: don‘t obsess about what you wear.
What to look for: Pieces of clothing with quirky design elements, i.e. a watch with
an interesting face, jewellery with interesting stones/colours/settings, tops/shirts with
interesting patterns.
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Industry #3: Beauty / Mind, Body & Soul / Life Coaching:
Objectives: To appear healthy, vibrant and professional.
What to wear: Your objective is to be the epitome of health and vitality. Give clients
every reason to place their health and well-being in your hands. If you are a personal
trainer, your own health and fitness is of high priority. If you are a beautician, your
own skin care regime will also be of upmost importance.
Clean clear colours are essential. Think whites, nothing faded or dirty looking and of
course practical to the nature of the work that you do. Life coaches: casual bottoms
mixed with beautiful jackets. Update your wardrobe every season to project an ever-
evolving, positive and successful attitude. As a coach your clothing can more closely
reflect who you are as a person than any other industry as you yourself are meant to
be the embodiment of an amazing and successful life.
What to look for: Colours that give you a healthy glow. Hold them up to your face,
do they give you colour or make you look washed out? Life coaches, go for it and
express your ‗self‘.
Wardrobe Basics for Men and Women

Wear well tailored shirts without excess fabric sticking out from around your waist -
take them for tailoring if need be. A tailor can put darts in the back to pull it in and
create smooth lines that contour with your back.
1.5cm's of shirt coming out from your cuff and collar when wearing a suit jacket
Pant length that falls to your heels and doesn't hang around your ankles (that's only
for special occasions, i.e. a quickie!)
Semi- fitted clothes, they suit absolutely everybody. Too baggy can result in added
poundage and too tight will emphasize any lumps and bumps.
Colours that compliment the wearers skin tonne. To achieve this hold garments
up in front of your face before you purchase them and look for key signs, i.e. do they
make you look washed out, are they too harsh, are the colours/clothes wearing you
and you're not wearing them.
Low-rise jeans/pants on short guys. It makes you appear taller and gives you
more presence.
Patterns that compliment the wearers frame, i.e. larger patterns for bigger guys,
smaller patterns for smaller guys. It's all about balance.
Wearing what suits not just the latest trend. Some styles and trends will suit you
perfectly others will make you look like you've been taking fashion advice from
'Antiques Roadshow.' Go with what works for your shape, industry and style.
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AVOID AT ALL COSTS!
Avoid the following at all costs or you may end up losing clients faster
than you can blink an eye!
Avoid overly tight tops especially if you have a muffin

top or a beer belly. This goes for polo tops as well when
worn for work. They can accentuate an overly inflated
stomach.
Avoid cartoon socks - need I say more?
Avoid hair that is dyed too dark for your skin tonne.
As we age our skin colour dulls, keep this in mind if
you're dying your hair from light to dark. Find a shade
that compliments your skin tonne as hair that is too dark
will make the person appear washed out and sickly,
especially when you are 40 plus. Women can get away
with darker hair colours for their skin as they have make-
up to balance it out and make them look healthy. Guys
don't necessarily have this luxury. Even when ditching
the grey to appear more youthful be careful in choosing
the right balance.
Avoid bad breathe - Take a pack of mints with you everywhere you go. Why?
Because I know where your mouth has been that's why!
Avoid comb-over's - Why won't you think of the children! Cut it short or shave it off.
Or alternatively, if you have the cash go to Advance Hair for Men. (Don't tell anyone
but I've done it! And I am thrilled with the results.)
Avoid over plucked eyebrows - This is the opposite to the hairy John Howard days
in which he used to look like Chewbacca from Star Wars. Don't make the opposite
mistake of having them overdone. Eyebrows make a massive difference in how
people treat and interact with you.
Avoid crocs - They are a complete abomination, burn them to hell! They should
never be worn outside of the house, especially when you are going to semi casual
functions where work colleagues / prospective clients may be present. Always,
always be prepared.
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One Final Note on Presentation:
What we feel on the inside reflects what we display on the outside and what we
display on the outside reflects how we feel on the inside. It is an infinite loop. Take a
sincere and honest look at yourself and identify all of the things that you love about
you. Share that with the rest of the world and observe how your own reflection
changes in the positive reflections of those around you. And remember, fitting in was
always overrated anyway!
While you're at it, stop complaining. Beauty may preserve the species but it won't
last forever, there has to be essence and real personality to back it up. Not even all
the Botox in the world can make-up for a personality from hell.
You are the package, looks, communication and actions. All must meet or
inconsistencies reign supreme and undo your great work. Now, go and take care of
those Chewbacca eyebrows before they get stuck in some heavy machinery and
give you a frontal lobotomy.

FORMULA #5: PRESENTATION
 Go through your wardrobe and take a good honest look at your clothing. Is
it tired, dreary, out of date, inappropriate for your industry? Ask your partner or
if you don‘t have a partner, um, well, then maybe that‘s your answer right
there!?
 Be honest with yourself. Have you been stuck with the same haircut from
the 80‘s, if so do something about it. Change hairdressers! If they haven‘t
advised you any differently they‘re not worth keeping. A new hairdresser will
work hard to get your new business. Give them a shot but be prepared to go
elsewhere.
 Take better care of your hair, skin and make-up. These are all factors that
undo an otherwise credible individual.
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CLIENT ATTRACTION FORMULA #6: IMPACT
How to Deliver Effective & Impactful Presentations That
Have Clients Throwing Money at You!
Becoming a public speaker or finding a nominated person within your organization to
become the spokesperson is a fantastic way to generate exposure and create
IMPACT within your sector. Not only that but it also allows your organization to
position itself as the credible ‗go-to‘ authority for expert advice.
Shining on stage is the business equivalent of earning an academic degree.

Audiences revere great public speakers because they have the personal confidence
and courage to get up and share their opinions with others. They believe in their
message enough to be willing to poke their heads up above the parapet regardless
of the consequences. An accomplished, memorable spokesperson within any
organization is a fantastic asset (just make sure the lapel mic‘s switched off when in
the bathroom - yikes!).
More Benefits of Public Speaking
 Promotion – Speaking one to many instead of merely one to one;

extended reach of your message; greater influence; group consciousness
(there is power in the collective energy of a group reaching consensus on a
topic);
 Opportunities – No need to sell directly from stage, just be yourself; new

business opportunities will naturally flow from each new speaking
engagement (depending on how good you are of course so practice,
practice, practice!);
 Profile – Speaking at industry events is one of the fastest ways to build

your personal and business brand.
As a professional speaker myself the benefits I have received personally and

financially have been enormous and second to none.
Whether you are wanting to do it for a living or would like to become a better
presenter in the boardroom or in sales meetings glue your eyes to the following
pages. Here I am going to reveal some tips for you that I have picked up over the
years when it comes to delivering impactful presentations. Oh, I can also tell you it‘s
a lot better to learn them from here than it is up on stage! Don‘t I know that one!
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The 4 Step Powerful Presentation Formula
Step 1: Find the Need and Drill for the Pain
Every presentation you conduct must be specifically aimed at the thought processes
within the audience and the only way to find out what they are is to put yourself in
their shoes and imagine and ‗feel‘ their pain.
My guess is that you are probably already quite connected to it. Nonetheless, I want
you to go one step further and ‗really‘ feel it to truly understand your audience‘s
needs.
By doing this you will connect to them like no other and your presentations will
immediately become more impactful and influential. You will also become a mind
reader, as you will start to answer questions that the audiences have had on the tips
of their tongues and have been dying to ask you before they have even had a
chance to put their hands up!
Ask questions of yourself and of them to drill for the pain, such as;
 What are the frustrations they encounter on a daily basis?
 How do they ‗really‘ feel?
 What are they up against?
 What is their worst case scenario?
 What are their challenges?
 What are they looking to achieve?
 Why haven‘t they achieved it?
 What has gotten in their way?
 How can you help them?
Collate this information and pull out main key points to remind yourself and revisit
each time you create a presentation. Create a ‗cheat-sheet‘ and post this cheat
sheet up in your office. On it you will have the questions above and the main points
that you need to ensure you have contained within each of your presentations.
Ensure that you answer each of these questions / mention them within the context of
your presentation. That way, if an audience member is challenged by a particular
aspect of your talk, you have already qualified and answered their questions before
they have even had a chance to ask them or potentially cause a stir within the room
because something has been misinterpreted.
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Step 2: Questions to Content
The easiest and most effective way to create phenomenal content (and fast) is to
create a list of all of the questions your clients have ever asked you. You then utilise
these questions to develop the basis of your content.
For example, your clients may have asked you...
 How do I attract new clients?
 How do I overcome my fear of selling?
 How do I improve my life?
 How do I get on top of my business challenges?
 How do I market my business through social media?
 What are the steps involved?
All you need to do then is one by one begin to answer these questions and place
them into dot points and easy steps that they can follow.
Once you‘ve answered the questions, divide them into sections around a specific
frustration / service / topic / type of question, i.e. Facebook marketing, how to get
started, how to grow my fan list, how to convert them to clients and so on.
As you can see from this example it ends up following quite a logical process.
Weave in around these steps / tips client stories (i.e. testimonials / pictures) of your
own to clearly demonstrate to them that you understand their pains and needs and
that you have firsthand experience in solving them.
Step 3: Context is Everything
Context is everything yet very few actually understand it. Consider the following
definition.
con·text –noun
1. the parts of a written or spoken statement that precede or follow a specific word or
passage, usually influencing its meaning or effect: You have misinterpreted my
remark because you took it out of context.
Ref. Dictionary.com
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The greatest challenge I see occur regularly with presentations that go astray is that
the presenter hasn‘t put the presentation into ‗context‘ for the audience to help them
understand the types of outcomes they can expect from listening to it and why it is of
relevance to them.
To get around this, within the first 30 seconds of your presentation clearly state to
your audience what you will be covering, why and the benefit to them, for example;
 Today I am here to share with you......
The 7 steps to attracting more clients through Twitter so you can grow your
business faster and generate more cash flow.
How to develop online sales for your business so you can reduce the amount
of time you spend face to face with clients and better leverage your time.
Make your introduction as clear as possible as it sets them up to listen very closely
to you and pay attention. From time to time through-out the presentation you may
need to refer back these statements to once again capture their attention and
interest.
Important Note: You will be faced with environments in which attendees will be from
varying industries. Tailor your presentations by making note of these industries
during your presentations, thereby placing it into further context for the guests
attending, i.e. this information is especially useful to you if you are, a service based
business, author, consultant, coach or even real estate agent.
Provide ‗real life‘ examples throughout your presentation from results achieved in the
varying industries. By doing so you will find that you instantly generate more sales.
Audience members need to be regularly reminded why they are taking the time to
listen to you and what it‘s got to do with them. Forget to remind them and they will
forget to listen which means they will forget to purchase.
Step 4: Structure Your Content
Okay, so you‘ve found their pain, created content based on their questions and you
have put it into context for them, all you need to do now is to create a structure
around it and pull it all together.
Step by step place the content into a logical order, i.e. step 1, step 2, step 3 and so
on. Follow a structured process to ensure they come to a logical conclusion at the
end of your presentation of which is generally to take some kind of action to improve
their current situation and or to purchase a product or service from you.
Ensure that throughout your presentation you are hitting all of the pain points and
showing them examples of how truly different it could be by applying the techniques
that you are teaching through customer testimonials and stories.
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Always, always invite them to take action at the end of your presentation. If you are
speaking at someone else‘s event and you are not allowed to sell then simply give
something away to the audience for free. This could be one of the following;
 A complimentary consultation valued at x

 Free audio download valued at x
 Gift voucher valued at x
 A free trial of your product / service valued at x
Ensure you indicate the value of the gift you are giving away, also, go as far to limit it
to the first twenty who register to create a sense of urgency and demand.
Every presentation you conduct must provide the impetus for your audience to take
the next steps and that step is to do business with you.
Instantly Overcome Your Fear of Public Speaking or

Anything for That Matter!
The thought of getting up in front of a crowd has the potential to send most to
the bathroom or the nearest bottle shop.
If you are looking to make a fantastic impression by public speaking and being drunk
or in the bathroom isn't an option, give this NLP technique a go. I utilise it prior to
every presentation that I conduct as a form of mental preparation. I also use it in
situations that I am nervous about entering into. That could be; a board room
meeting, radio interview, television interview or even a tele-seminar. Its applications
are endless.
NLP, otherwise known as Neuro Linguistic Programming, works with the mind and
preparing it for tasks at hand that may sometimes feel uncomfortable or even at a
stretch. It can work with everything from a fear of heights, goal setting, to public
speaking and a fear of getting up in front of a crowd.
As you are preparing for your first presentation and you feel the anxiety set in,
take a good 10 minutes in the lead up to the event (preferably the night before)
to go through this exercise.
Step 1: Relax and Re-Connect

Find yourself a comfortable place and relax.
Step 2: Visualise
Shut your eyes and start to imagine yourself getting dressed for the event in
question, see yourself going through the entire process, putting on your clothes,
driving to the venue, going over your notes, welcoming the guests, being introduced,
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giving your speech, being thanked, saying goodbye, relaxing at home feeling good
about how it all went and then either getting on with your day or going to sleep.
Visualise this entire process within a space of 10 seconds. Imagine you are fast
forwarding a DVD or a CD.
Step 3: Reverse
Once you have gone through it forwards, you are now going to reverse it incredibly
fast backwards whilst going through the entire process as above again.
Step 4: Reverse and Fast Forward

Continue to fast forward and rewind the event approximately 10 times. This can take
some mental energy to really focus on the task at hand.
What you are literally doing is tricking the mind into thinking that you have already
done the speaking gig, hence when you go to do it, there is no longer a fear of the
unknown because you have already been there and done it before.
You will literally find that when you are conducting your presentation, the
information will be flowing in through you instead of you forcing yourself to
remember what you are going to say.
I do this exercise on prior to any presentation to ensure I stay on track, in focus and
confident. At times I find I almost have an out of body experience. I get home after
the event and wonder where I have been for the last few hours because the
information has flowed through me so naturally.
Give it a go, I guarantee you that when you've done it correctly it will work an
absolute treat for you when getting over your fear of presenting.
If all else fails, at least catch a cab to the bottle shop!
One Last Note:
Presenting is a skill and can‘t be learned instantly. Go easy on yourself and allow
yourself to make mistakes along the way. You will never have all of the answers.
If you do get asked a question and you don‘t know the answer, simply let your
audience know that you are unsure and that rather than taking a guess you would
prefer to find out the correct information and email it to them directly. This also gives
you a chance to get their contact details to add them to the database.
Have fun when you present. To this day I still get slightly nervous before I get up and
you know what? That is always when I do my best presentations!
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ACTION STEPS FOR CLIENT ATRACTION
FORMULA #6: IMPACT
 Go through the 4 step powerful presentation formula and create a

keynote presentation to practice. This will take some time. Utilise Powerpoint
to help support this process.
 Practice the NLP technique to rehearse it and feel comfortable with letting
any anxiety around it disperser into the ether.
 Plan your first speaking engagement, when, where and with whom. Lock it
in. It is only up to you after all.
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CLIENT ATTRACTION FORMULA #7: LEVERAGE
Leverage Your Efforts And Streamline Your Success - The

Key to Automating Your Career and Cash flow.
Attracting new clients isn‘t necessarily an easy process but it can be made one over
time. Understanding where your skills lie in the business and where you best be kept
away from is an essential part in the process to generating more income. After all,
should you really be completing tasks that you could be paying someone else $10 an
hour to do instead?
Absolutely Not!
That is the question that I asked myself a number of years ago and it wasn‘t until I
decided to let go of a significant amount of work that I was really able to increase my
income earning potential.
Are any of the following tasks things that could be outsourced within your
business.
 Uploading content to your email newsletter

 Scheduling your Twitter posts to go out months in advance using the service
www.socialoomph.com
 Updating your Facebook fan page status and uploading new content, i.e.
articles, videos, photo‘s
 Posting letters or fulfilling orders
 Chasing up customer enquiries
All of the above can be successfully outsourced when you know how. The biggest
hurdle is trusting someone else to do it for you. The only way this can be
accomplished is if you have the systems in place to automate all of these processes.
So to help, here‟s how to do it;
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The Four Elements of Outsourcing
Step 1: Record Everything You Do
By recording everything you do you automatically create and leverage content that
can be utilised down the track to up-sell clients into various packages / services. For
example;
 Film your presentations, upload to www.youtube.com to give away as free

content to assist in converting prospects, or alternatively, upload your
presentations to www.motionbox.com and only give access to clients that pay
for the privilege.
 Record your tele-seminars and package them into an audio program and
sell via your website via audio downloads. With no packaging and limited set
up costs you‘ve got a fantastic new product with high profit margins.
 Collate all of your articles into an e-book / special report and give them
away as a lead generator to help convert clients and attract prospects.
The point that I want to make here and emphasize is that you‘ve already done the
work all you need to do now is package it up to either use as;
 Client bonuses
 Lead generators
 Credibility factors
 Saleable products
Step 2: Document Your Processes
In passing over tasks to another individual it is very important to make step by step
processes for them to follow that are ‗idiot‘ proof. Write processes for everything that
you do in your business as you do them. After one month you will have literally put
together a procedures manual that you can handover for a personal assistant to run
immediately.
The processes to document include, but are not limited to;
 Adding content to your blog

 Answering the phone
 Responding to customer queries
 Building a Facebook following
 Uploading videos to Youtube
 Collecting client testimonials, (i.e. how to ask)
 Uploading content to an email newsletter campaign
 Inviting people to attend an event
 Promoting workshops
 Making sales calls
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 Processing bookwork
 Processing purchases
Any activity that takes you away from building the business or directly servicing
clients should be passed off to someone else who is competent at doing so.
Step 3: Build Your Team
Okay, you‘re now starting to collect content and document your processes, it is now
time to find and build your team. The first step is to find someone that can take over
some of your admin and marketing work. If you work from home you, find yourself a
virtual assistant in your area by conducting a search on Google.
Please note however, local assistants are more expensive than those overseas.
I personally have a Melbourne based pa who processes all of my customer enquiries

and transactions, follows up press releases, organisers events, books speaking
opportunities, generates leads and builds relationships with key businesses and
brands.
I also have an Indian based pa that pieces together all of my online marketing
campaigns, i.e. uploading content to my blogs, updating newsletters, implementing
search engine optimisation strategies and doing online research. Both pa‘s
proactively work together to ensure the processes are ticking over without fail and
without me chasing them up. Twice a week my Melbourne pa reports back to me to
update me on the progress being made.
Communication is the key to success here. We have a ‗work in progress

spreadsheet‘ that we refer to twice weekly to completely understand where
everything is at and what needs focusing on next.
Find what works for you. Always be prepared to pay more for tasks that require a lot
more thought and intuitive thinking. IT based processes should be referred to
someone who isn‘t as expensive.
I recommend www.getfriday.com for outsourcing your IT and research based tasks.

Mention my name and they will especially take good care of you. I have found them
incredibly effective and fast. Their reporting is phenomenal. Go to the website to get
a list of current pricing options.
Step 4: Set It In Motion
Once you have your processes outlined and you‘ve found your team it is a matter of
ensuring everything is working as smoothly as clockwork. If you have never had to
hand tasks over to someone else then this will take some time to get used to.
I am very much a control freak however I have had to unlearn this behaviour as it
was preventing me from growing my business faster. Who would have thought, we
can get in our own way!
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Before you begin a new task each day, simply ask yourself,
 Should I be doing this or should someone else?
Be willing to test tasks out on your pa‘s to get a clear understanding of their
competencies. Communication is king. If they complete work and it isn‘t up to par,
then I guarantee you that in 99.9% of the cases you haven‘t communicated to them
clearly enough what you want them to do and how you want them to do it.
To counteract this every task you send through to them should outline in step by step
details the tasks at hand, i.e.
Task 1: Updating Facebook Fanpage
Step 1: Go to facebook.com
Step 2: Register using my password: x and my login email: y
Step 3: Go to my facebook fanpage by clicking on...
Step 4: Upload a status update by x, y and z
Step 5: Logout of facebook by, x
As you can see it is painstakingly detailed. I prefer to do this from the outset
otherwise you run the risk of playing email ping-pong. Communicate it in one email
clearly and not only will the task be done more efficiently and quickly, you will also
save money.
Put simply, write it for a 12 year old to understand and you will get it right every time.
If cash flow is an issue start out small. Get someone to assist you 10 hours a month.
I can‘t even begin to tell you how much work that will buy you. Especially when it
comes to ensuring you‘re sending out regular email campaigns to your database.
Final Note on Leverage and Outsourcing
Believe it or not, but you can‘t do it ALL by yourself.
Being an Aries this took me an especially long time to understand and it significantly
delayed my progress in the business in its inception. If your hands are tied
completing tasks that you could be paying someone else to do for as little as $10 an
hour, then in my opinion you must do it. It doesn‘t make sense not to.
Once established this can pay great dividends. Only last week my pa secured a
$5,000 speaking opportunity because she diligently followed up on one particular
contact that I didn‘t have time to.
How much money could it be costing you not to outsource? More than what you
might think or could even imagine!
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FORMULA #7: LEVERAGE
 Step by step work your way through the 4 Elements of Outsourcing Your
Business even if you have no immediate plans to hire a pa or outsource
particular tasks. Every good business has a procedures manual and yours
should be no different.
 Enquire about the costs of outsourcing, i.e. what are the tasks you would
liked outsourced and find out the time and cost it would take someone else to
complete them. In a lot of cases it is less than what you may think.
 When you are ready, implement your plan and hand your tasks over. Be
prepared for working out the kinks in the early days. By following the steps
above in detail this will reduce the chances of any of them occurring greatly,
i.e. mis-communication.
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BONUS TOPIC: TO GIVE UP OR GO ON, IS IT TIME TO
CALL IT QUITS!?
Be prepared, as I am going to share

something incredibly personal with you.
Eight years ago I found myself on the

floor in tears. My father had just passed
away from a brain tumour, my business
was failing and my love life sucked. Oh
wait! That‟s always sucked (and not in
the good kinda way).
I was at a cross roads in my life and didn‘t

know which way to turn.
Have you ever experienced that? No, of

course you haven‘t! Hmmm
Sometimes when we wake in the morning and wipe the sleep from of our eyes
we don‟t always awaken to the reality we want to see.
A profitable business is nowhere to be seen, acknowledgement and praise is way

out of reach (even with a 10ft pole in hand) and our partner ends up having a face
that looks like a potato sack. My apologies go to the potato sack.
With this awakening brings a harsh reality, the reality of not knowing whether or not
continuing your business enterprise is worth it or indeed the best idea for yourself or
those intrinsically involved with it.
But how do you really know when it‟s time to give up or go on?
Do any of us really have the answer? Does our ego get in the way of making a
logical decision or does the fate of the business lie outside of our personal
influence?
Seeing as you‟re looking for answers, let‟s play a little „what if‟ game...
 What if... you got a contract tomorrow that turned your entire business
around?
 What if... you gave up just before you hit critical mass and things took off?
 What if... your life lesson was to go through hardship to understand what
‗really‘ matters in life?
 What if... the business was meant to fail so you found your true calling in
another area?
 What if... the struggle was simply to prepare you for more to come?
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What if!
What did this exercise achieve? Nothing really, it probably just caused you to be
more confused than Joan Rivers on crack!
That‘s the problem. Knowing whether or not a business should continue isn‘t as
simple as looking at the profit and loss statement for the year. It has more to do with
intangible factors that ‗fortunately‘ for us, we have a whole lot of influence over.
Walt Disney was a tyrant, are you?
Success can sometimes come at great cost. Look at some of the most successful
business owners, actors and celebrities in the world. In many cases a number of
them each experienced a breakdown before they experienced a breakthrough
moment. It was this breakdown that eventually gave them the contrast of what they
did and did not want in their lives and careers. For many it was impetus for
momentus change in their personal lives and careers.
Take Walt Disney for example. His numerous setbacks not only forced him to
become more business savvy but it also turned him into a tyrant as he was known
for within the Walt Disney Company. Now I‘m not suggesting you become a tyrant
but take a look at the success of his business. He put himself on the line continually
and it did eventually pay off after years of slogging it out and overcoming continual
barriers.
Did you know that his studio at one stage was taken over by the military for an entire
year at his own expense? Huh, maybe your business challenges aren‘t so bad after
all.
Each of us get to a point in our lives in which a significant decision has to be made.
Ending or continuing a business is one of those moments that not only has
immediate impact but long term repercussions, especially centred around our own
self worth.
It isn‘t just about the business, it is about how much resilience you have and whether
or not you have the persistence to do what it really takes to make it work. It is a test
of personal strength.
What‟s farming got to do with it?
I grew up on a cattle and cropping farm and learnt very early on that you need to be
patient. I also learnt that at times you can go for years in a drought. That means no
water, no money and no wins to boost confidence in the interim.
That however doesn‘t mean that you just pack everything up and give in. You
prepare the soil as you normally would and continue to plant seeds in hope that next
year is going to be different all the while employing new strategies to assist along the
way.
You don‘t just give up! You pull out all of the stops, diversify where you can, take
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stock of where you are and lay out future plans with every intention of achieving
them.
So, my question to you is;
Do you really have what it takes to make your business work? Even through a
drought?
If the answer is yes, make your decision and stick to it. No ifs, no buts and no going
back. Your only option now is to make it a success. Sit quietly when you‘re at peace
and ask yourself; do I have what it really takes?
The answer will come. Maybe not immediately but it will come. Only you can answer
this for yourself, no one else, only you.
So why did I decide to continue on after my meltdown? Because it was the way
I was brought up. You pick yourself up, dust yourself off, adapt and get on
with the job.
The decision suddenly becomes blindingly simple.
Bringing it All Together

Okay, so we have covered a lot of information. But if you really get down and dirty it
is not going to take too much to get the process started straight away. To recap,
1. We have looked at how to boost your credibility, convert and attract new
clients and why you may have been losing income.
2. We went through how to build influential business networks to assist you in

getting your foot in the door at key organisations via your little black book of
big connections.
3. We mapped out in great detail exactly how to get media exposure and use it
to convert prospects and generate new leads.
4. We uncovered the Personal Brand Formula and why it is so unbelievably

important when attracting a stream of ongoing clients.
5. We looked at what to wear for particular industries and what you can do
‗visually‘ to set yourself apart from your competitors to generate instant
credibility and respect.
6. We discussed how to create and deliver impactful presentations that increase

your cash flow and generate sales.
7. We talked about how to truly leverage your efforts, build content and
outsource aspects of your business to free you up to do what you truly love.
8. And I shared with you how to decide when to keep going when times are
tough.
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Finding an Easier Way to Get These Results
My guess is that you‘re probably feeling pretty overwhelmed by the content that I
have just shared with you in this blueprint. It may even feel like it‘s just way too much
to digest all at once. Whilst I have gone into a lot of detail here I have also
purposefully left out a lot of ―how-to‖ information.
Why?
1. This blueprint is already incredibly long as it is, and;

2. Implementing all of this stuff without further detailed information can be
incredibly overwhelming.
That‘s why I‘d like to invite you to purchase a copy of my book, ‗Sleeping Your Way
to The Top In Business – The Ultimate Guide to Attracting & Seducing More
Customers‘ which picks up where this blueprint finishes off with all of the ‗how-to‘
information you need to catapult your sales into the stratosphere.
So, If You Feel As If Your Business Is Getting Lost In

The Crowd...
Individuals are purchasing from your competitors
instead of you...
They‘re staring at your staff, website, brochures, email

and social media campaigns wanting even needing
what you have to offer, and yet, ultimately fail to make
a purchase and move on to buy elsewhere, then this
book is for „YOU!‟
In this definitive, controversial and insightful marketing

companion I explore proven marketing strategies for
getting to the top of your game by Sleeping Your Way
to The Top in Business.
Specifically designed for business guerrilla‘s unafraid

to wage their own war on mediocrity, it will show you
step-by-step easy-to-apply formulas for attracting
and seducing more customers than ever before –
transforming your company, your team and YOU
into WEAPONS OF MASS SEDUCTION!!!
CLICK HERE TO GRAB YOUR COPY OF „SLEEPING YOUR

WAY TO THE TOP IN BUSINESS‟ NOW!!!
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Okay, So What‟s The Cost For This Incredible
Marketing Companion?
Well, realize that this marketing companion could easily sell for over $65 it is that
PACKED with Step-by-step information that you can DIRECTLY apply to your
business TODAY!
I could easily sell it for $50 or even $49. That‘s already incredibly cheap due to
the value packed information contained inside the covers.
In fact, your total investment for your copy of „Sleeping Your Way to The Top
in Business – The Ultimate Guide to Attracting & Seducing More Customers
Companion is only 34.95 + P&H!
For A Limited Time Each Book Comes With Over $500

Worth In Bonuses!
Because you have committed yourself to growing your business, when you purchase
your copy exclusively from www.benangel.com.au I am also going to throw in the
"Attract More Clients Bonus Gift Package" worth $549.00 FREE!
These bonus resources will show you how to attract & seduce more customers and
dominate your industry to increase your cash flow.
Lifetime Satisfaction Guarantee
Have you ever heard of a Lifetime Satisfaction

Guarantee on a book?
That's how confident I am that you will absolutely

love it and that it will be the best $34.95 you will
EVER spend on your business.
But, in the case that you're not completely thrilled

with 'Sleeping Your Way to The Top in Business,'
you may return it with a note describing why you are
disappointed and we will issue a full refund or credit
your charge card for what you paid for the book.
Not only that, you‟ll KEEP the $549.00 worth of

Bonuses as my way of saying “Sorry”.
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What are you waiting for!
CLICK HERE TO GRAB YOUR COPY OF „SLEEPING

YOUR WAY TO THE TOP IN BUSINESS‟ NOW!!!
If you enjoyed this Blueprint then I know you will absolutely love
„Sleeping Your Way To The Top In Business‟
I hope that from reading this Blueprint you now have an idea of the incredible income
potential you possess when you pull all of the pieces together. And at the very least
you will; apply the 7 principles from the Blueprint in your business or take the next
step here...
Thank you so much for the time and attention you have put into reading this
document. I look forward to hearing of your success.
Yours Sincerely,
P.S. Did you enjoy this Blueprint? Why not tell your friends about it? Simply send
them to www.benangel.com.au so they can get their own copy. They‘ll be grateful
for it.
PPS. If you would like to learn more about the personalised services I offer directly,
i.e. speaking and consulting, please visit www.benangel.com.au for more details.
Enjoy!
www.benangel.com.au
www.youtube.com/inbedwithben
www.twitter.com/benangel
WWW.BENANGEL.COM.AU

CLIENT ATTRACTION & PROFITS BLUEPRINT - by Ben Angel

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Client

SPECIFICALLY DESIGNED FOR;

 Media Magnate And Press Release Perfection, Why Media Exposure Is An

 Leverage Your Efforts And Streamline Your Success. The Key To

 Professional Prowess, How To Style Yourself For Different Industries,

 Plus, much, much more....

Client Attraction Formula #1: Credibility

Client Attraction Formula #2: Connection

Client Attraction Formula #3: Exposure

Client Attraction Formula #4: Personality

Client Attraction Formula #5: Presentation

Client Attraction Formula #6: Impact

Client Attraction Formula #7: Leverage

Bringing it All Together...........................................................................................58

Finding an Easier Way to Get These Results........................................................58

This is Ben Angel author of the controversial

I am so excited to finally be able to put in words

This is not just another blueprint on how to make

This blueprint is about much, much more...

It is about how to create a personal brand that

 Generated an extra ‗$105,000‟ plus in their business

I groom entrepreneurs, companies and authors in how to become more

I Get a Lot of Media Exposure

"Ben‟s unique approach to marketing and business communications have

Shocking I know and yet I get paid to speak at over

Why? Because I‘ve applied the techniques in this

Can you feel the weight floating off of your shoulders

Hands-on With Ben Has Created

Ben‘s marketing insights have helped us establish a

If you‘re tired of guessing what works and you get any

Tina Robertson Christie

Franchise Council of Australia Women in

Real Estate Institute of Victoria

On stage at the Tourism Alliance of Victoria‟s Conference in front

Myself and Wendy Berry after speaking at Mt

Myself with Minister for Small Business

Speaking at the formal Energise

“Antidotes and Advice Wrapped in a

“Succinct, borderline humorous to just

“Continuing to grow my business off the

Click Here To Discover More About,

„Number 5 on Border‟s Business

Rhondalynn Korolak – Author of Financial

These experiences have been paramount to my success to date, although I am only

And that is exactly what you need to do to get the most

May I Be as Bold as to Ask to

It is a step-by-step guide to rapidly attracting more

Here is a picture of one of my other favourite clients, Hunter Dean. Here

Hunter Dean - www.HunterDean.com

The 7 Step Client Attraction Formula‟s You Must Master to

I‟d love to hear from you.

• You must build credibility in specific key areas to

• You must network with influential connections to

•You must expose yourself to thousands of prospects

•You must expose your personality to your prospects to

• You must style yourself visually to establish

• You must put yourself in front of audiences of your

•You must leverage all of your skills, abilities, credibility

How to Create Instant Credibility & Build Your Brand

But before we do this there is one more thing...

 Testimonials – Client success stories (with specific results), media reviews;

What if I don‟t have enough credibility factors?