“We are in an age of unprecedented change, it’s a ‘revolutionary’ time to be alive! The question we need to be asking ourselves is - ‘Am I leading that change?’ I believe we all have a choice to step up into personal, professional and social leadership. We have a choice to become agents for change, amplifiers, thought leaders to upgrade our thinking and lead our very own revolutions.”

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Entries in million dollar expert (23)


Can you feel it?

There is a critical mass developing in the world of smart. Smart people are speaking out for what they want. And, there are many types of clever!


  • It's in the massive shift from monopolies and control paradigms to meritocracies and empower paradigms - The net is driving this.
  • It's in the discernment around substance and value with commercial offerings. People are moving away from long form sales letters and money-back guarantees to legitimate learning partnerships - Gen-Y is hugely responsible for this.
  • It’s in the shift from annoying marketing to 'Just for me, the way I want it' - Highly competitive marketplaces are driving this.
So, what to do?
  1. Focus on servicing people around what you know and love. There is no room for you to exploit a marketplace you know nothing about. Your expertise is what it is and always has been.
  2. Become obsessive around delivering value. Work on a 10x return on investment with anything you sell. Can the end user get 10 times the value of the their physical and intangible investments? (BTW: It's about aiming for this, not promising this! You are 100% responsible for your end and so are they...)
  3. Reboot your knowledge every 90 days. Thought leaders are at the leading edge of thinking. Imagine that everything you knew last quarter was out of date this quarter (it’s not, but that’s a commercially useful mindset).
The smart (and no, I don’t mean high IQ) will drive all value and lead many of the commercial innovations going forward.

That’s why we at Thought Leaders have hitched our cable to the mantra “Helping Clever People Be Commercially Smart”.

Not for Everyone

I've been on a mission to make sure I do work I like, with people I like, the way I like... it's actually harder than you think!

  • Defining the work I like, easy.
  • Defining the people I like, easy.
  • Defining the way I like, easy.

Resisting the 'wrongness' of those decisions as expressed by others... not so easy!

Is it possible that the reason many don't get more done is that they don't love what they do, who they do it with or how they do it?

Every time you get clear on what you want, there is a universal test of sorts to make sure you are clear. Know what you want, have the courage of your convictions and design your world around a clear intent and set of decisions.


When all else fails, choose again.


P.S. For Thought Leaders, MDE is the perfect program for achieving this clarity.


Complimentary Download | White Paper: Million Dollar Expert

 This month's White Paper is Million Dollar Expert; How to capture, package and deliver the ideas in your head.

A million dollar expert is an infopreneur who has successfully commercialised their thought leadership and is running a practice that is turning over a million dollars or more a year with only one or two support staff.

Most infopreneurs think this is impossible when they first hear this definition. “Make a seven figure income selling my expertise?” And it does sound a bit preposterous. How could you possibly charge a high enough rate and sell enough hours or days to make a million dollars in a year?

Matt Church has developed a systemic methodology to grow a practice to a million dollars based on diversifying modes of delivery and taking the appropriate steps at each revenue level. It’s a method that has been proven to work – at the time of writing about 1000 people have been exposed directly to this methodology, and over 50 of them have reached $720k or above in their practice (what we call “black belts”). Most of them are now million dollar experts.

In this e-book, we are going to share the heart of this methodology with you.

Download your complimentary copy today. We only ask that you please complete a few brief questions prior to downloading.



Here is a webinar that helps people discover what their expertise is


Are your ears burning?

There is nothing better than word of mouth advertising. Happy clients raving about you is the single most effective way to grow a practice based business. Mortgage brokers, real estate agents and financial planners have known this for years. Thought Leaders should also tap into the business accelerating power of referrals.

Here are five things to think about in creating more referrals:

1. Ask for referrals: When people sign up have them complete a form that provides them the chance to refer. Next time someone gives you praise for what you do, thank them and ask them if they can think of anyone who may also benefit. Don’t just bask in the praise.

2. Focus on six people: We can manage only so many relationships. Find six people who are already working with your ideal clients and start to create value based relationships with them. If you help enough people get what they want then eventually you will get what you want. And remember to sell through them, not to them.

3. Teach people how to refer you: Coach these six people about your positioning but start by understanding theirs. Don't just expect them to refer you. Teach them by example and get them business first.

4. Be great: Honestly the sure fire way to success as a Thought Leader is to keep refining your message and your method. Do good stuff and get better at doing it and you will build a reputation that creates referrals.

5. Don’t be too smart: People don’t refer clever people or charismatic people, they refer reliable people. When your reputation is at stake you want the person to do what they say they will. The basics of say please, say thank you, do what you promise and manage expectations are essential in creating a referral based business.

In summary, get good, get known, sell through six and take care of the basics. And, if you want to build a referral business, ensure you refer others.



Do you suffer from major 'goal-itis'?

Distributing and marketing expertise is a challenge. Often you go looking for business in all the wrong places.

The market you are looking for is closer than you think!

Winston Marsh, a Thought Leader on marketing, has a great saying which he repeats often; "There is more business 5 minutes from where you live than you could ever need". And yet we all travel around looking for business in far off places.

I think this is true not only of business, but also ideas. Your next great idea is 5 degrees off what you are currently doing. We go through this convoluted process of identifying target markets and creating new ideas, when a slight adjustment in what you are currently doing may be all that's required.

Here are some examples:

  • You are a chiropractor who wants to be a public speaker. Start offering bi-monthly seminars to existing patients and friends. Plus, offer an annual membership for the 6 seminars rather than individual tickets.
  • You are a business coach who wants to leverage the one-on-one sessions so you can make more money. How about setting up a quarterly catch up? As people move on from one-on-one they can join a 90-day group forum - kind of like a catch-up club. This gives you client continuity and becomes a fabulous marketing tool to invite potential new clients to.

So, why don't we do this more?

Maybe 1: We don't find the above suggestions as exciting as something far off.

Maybe 2: We can't really procrastinate on any idea as easy to implement as the above two examples. We like to create bigger ones so we can claim to be working towards our goals but not actually having to realise any of them. (A bit dark I know, but it's amazing how clever we are.)

What do you think? Why don't we act on the easy ideas that sit in front of us?


Are you building your personal profile?

One of the greatest ways to build your personal profile is to run seminars. In-house seminars if you work for an organisation, or public seminars if you run your own business.

Internal: For the employee, it’s the key to career advancement and becoming the subject matter expert within the business. For example... imagine you are the IT expert in the business... you run a monthly 'Get the Most Out of Your Computer' workshop, FOC for any staff. You can be sure that one month a member of the Senior Leadership Team will attend your 'Techniques for Emptying Your Inbox' session. I am certain that down the track if you then applied to be the IT guru transferred to Dubai (if that’s what you want to do?) you would get some preferential treatment.

External: For the business owner, it’s the same gig. You may be one of 25 real estate agents in downtown Manly. If you’re the one running the free quarterly property update on Residex prices, what is selling and why - people will come to know you. The quality of prospect you create is amazing and the standing you get in the community is huge.

Here are some tips for making this work:

1: Don’t be too smart for your own good.
Choose topics that make sense. E.g. How to reduce your inbox to zero / How to speak in public / How to sell your house for the most money in a tough market. Don’t be too creative.

2: Grow your network.
You need a list of people to invite. For the internal employee this is often easy. The 500 staff working in the Melbourne office are a perfect list. Simply go through HR or L&D to gain permission and the correct approach.

For externals, it’s a little bit harder. One way is to create a 7-page word document that you can send as a fact sheet/special report or e book. You might then place an add in the local paper, but primarily promote the special report as the reason for contacting you. Then, from the list of people who request the special report - you have your invite list for the event.

If no one requests the free report then at least you know your topic is a fizzer and you have saved yourself the embarrassment of running an event no one turns up to.



Signal versus Noise

I tend to shut down if people talk too much at me. I am sure it's a form of audio processing overload. In short, I don’t listen very well. Ironic when you consider what I do for a living!

Because of this low tolerance for unnecessary chatter, I have to listen very hard for what is the signal and separate it from the noise. It's like the difference between efficient and effective. An efficient person captures everything in a meeting and effective person captures the things that matter. You can listen to the noise or you can listen to the signal.

Signal is where the productivity and communication boost kick in. Leaders have to be deaf to the noise and tuned into the signal.

  • Noise is when a team member is asking for help on a certain task. Signal is that they want to be paid more.
  • Noise is most of the comments on twitter or facebook. Signal is following an intelligent micro blogger who references interesting stuff in their tweets.
  • Noise is complaining that you get 100 emails a day. Signal is focussing on the 20 that require a response and deleting, delegating or deferring the rest.
Noise is often the words...signal is often the better unsaid message in the words.

Eliminate the noise and track the signal.


The evolution of sales

Extract from Matt's soon to be released new book; Sell Your Thoughts - How to become a million dollar expert... co-authored with Scott Stein and Peter Cook.

Sales 101 was basically about selling techniques. It becomes a numbers game. See enough people and get good enough at the techniques and people will buy what you have to sell. The principle behind 101 is some will, some won’t, so what, get on with it!

Selling 201 was basically about relationship selling. Get to know me enough and build enough shared experience with me and it's likely I will do business with you. The principle behind 201 is that people do business with people they like.

Selling 301 was basically about diagnostic selling. Ask enough questions and understand enough about peoples buying criteria and you can create a proposition that gets you the business. The principle behind diagnostic selling is understand me, show me you get it and we will do business.

For Thought Leaders selling their thoughts, each type of sales approach works and will help you do more business. HOWEVER...

In each of these first three sales approaches you are in effect convincing the client to do business with you. We reckon that when you are the thing being sold this gets weird. It kind of gets personal. It’s also not the way a brain surgeon sells. What you need to do is switch from convincing others and rather stand in your conviction around what you know and why others should care.

As such, we think you need to move onto the next evolution of sales…

Sales 401 is all about authority selling. You know something and others might just have a need that you have already nailed a solution for. It’s about you disclosing your expertise first and asserting a level of knowledge on how to fix key issues people may be experiencing rather than assessing their level of need and creating a proposal (diagnostic selling). The principle behind authority selling is “I know what's going on and can help you with that.”

In the book Thought Leaders we dedicated a chapter to this idea of building conviction around what you know as opposed to needing to convince others that they should buy what you have. We called it “Clicking” and in essence it's about linking known problems that your target market express often and the intellectual property you know can help them.

Problem bridging is the big idea and I’ll go into that one in more detail next week.


The Million Dollar Expert's Revenue Model

Extract from Matt's soon to be released new book; Sell Your Thoughts - How to become a million dollar expert...

In traditional Japanese martial arts (Karate, Judo, Jiujitsu, Kendo, Aikido) originally there were only two belts - a white belt and a black belt. For years you wore a white belt and then eventually got your black belt. Typically, it would take seven to ten years to get a black belt. Some schools and some styles still operate in this way. In the early nineteenth century one of the Judo Masters decided to begin using multiple coloured belts to help students to identify their progress through this journey. It has been since adopted in many other forms of martial arts and is widely used today.

The purpose was to create a more efficient and effective training model based on gaining proficiency in certain techniques at each level before moving onto the next level. At white belt level the student would practice and become proficient at the most basic techniques - a straight punch or a simple throw. At the higher levels more complex moves would be introduced and the student would have a sense of their progress toward their goal of a black belt.

This process allows people to run before they walk. It also creates a trusted framework for focus. Focus on this now and you will then be able to focus on harder things. In martial arts there is always someone who comes along and wants to perform advanced moves on day one, sometimes they pull it off. More often than not though they hurt themselves (which can create great learnings) or others (which is not so great).

Through our work with thousands of infoprenuers over the last decade we have created the MDE Revenue Ladder. We borrow the martial arts belts to identify the different stages, and what to focus on at each stage. The journey to black belt and beyond typically takes three years.

We have identified several pitfalls that commonly occur when people are climbing the levels.

  • Failing to clarify their message and their market
  • Attempting to move up the Million Dollar Expert Revenue Ladder too quickly
  • Writing a book too early
  • Over-investing in office, staff and overheads
  • Doubting their ability to generate a million dollar practice

Like learning a martial art, you will progress more quickly in your practice if you take the appropriate actions at the right time in your practice. This methodology tells us what to focus on and what to do at each level in order to move through the belts to black belt and beyond as efficiently and painlessly as possible.


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