That’s my job as an educator—to take ideas that have become complicated and noisy and disentangle and harmonize them so that the entrepreneur can work quietly.

What’s your job?

(Note: The share buttons below are woking, they’re just still not showing any numbers. Feel free to use them.)

UPDATE: I love when you participate in the discussion with your comments. Think of what I’m going to say as a suggestion from a loving teacher only concerned with your success…

Some of the comments below are mini-elevator speeches, I’ve suggested that you stay away from elevator speeches.

In this post, however, I was attempting to ask you how you thought about your job, not necessarily the result that you help your clients achieve. There’s a big difference. I believe that the way you think about your “job” influences how you help your clients get what they want – the “result.”

For example, I help small business owners get more clients. More clients, is the result. What I wrote about my “job” is how I do it. Of course, it’s essential to consider who you help and what you help them get (the result). Just as important, however, is how you do it – that’s what allows you to do remarkable work or the people you’re meant to serve.

I also think Undercover Boss is bad for America’s, so called, “working class” and that ABC’s The Secret Millionaire is bad for society.

Shut the front door! Did he just say that The Secret Millionaire is bad for society? Isn’t that a bit over the top?

I did say it. And, yes, maybe it is a bit hyperbolic. But, to my mind, both shows exploit America’s working class for entertainment purposes. I think of it as Poorsploitation. Just like Blacksploitation films of the 70′s created an entire genre of film, Poorsploitation in the 2000′s has created an entire genre of TV programming.

Sure, some posit that the Blaxploitation trend was a token of black empowerment, but many civil rights leaders and activists, alike, felt the genre perpetuated common white stereotypes about black people and, as a result, many called for the end of the Blaxploitation genre. I’d like to call an end to these Poorsploitation programs because they too suggest some sort of empowerment and recognition for the working class but instead, insidiously perpetuate the stereotype of the working class as lost and helpless without the benevolent boss or the millionaire to make their life better and worthwhile.

Not only are Undercover Boss and Secret Millionaire “Poorsploitation” programs but I’d even include Extreme Home Makeover in the category. Much of the programming that is produced in the “reality TV” genre exploits individuals or groups for the entertainment of others. Think of The Biggest Loser (even the name is exploitative) and Intervention, which exploits people with the disease of addiction so we, the audience, can invade the most personal aspect of a someone’s life to marvel at the destruction these addicts have caused and the pathetic life they live.

Of course, you’ll argue that Intervention helps these addicts get into recovery and that is important and meaningful; that Undercover Boss helps the CEO have an awakening and that’s good for his employees; that The Secret Millionaire recognizes how fortunate they are and gives money to people doing important, charitable work; that the families in Extreme Home Makeover get treated to the most amazing new home and so much love from so many people. You might even argue, and you’d have a good point, that The Biggest Loser saves lives by helping morbidly obese people shed hundred of pounds. And, yes, participants choose to be on these shows, even vie for the opportunity to be on these shows.

We must consider, however, that exploitation is often insidious. It starts small and then creeps up on you day by day until its virus takes hold and sickens your entire system. In my book, the idea of a boss tricking their underlings, or a millionaire bamboozling poor people, into thinking they are someone other than who they say they are, is unethical.

Moreover, if a “millionaire” selling aspirational products to folks that can barely scrape two nickels together doesn’t know how “real” people live, she’s completely out of touch with reality and consumed by a blindly ego-centric point of view. How can she not know that the average working person in America earns about $50,000 over the course of one year and that the working poor might earn $17,000, not $500,000 in 5-minutes at the back of the room after a sales pitch from the stage.

Just as insidious is the idea that some big shot CEO comes down to the level of his peasants and realizes that he (usually seems to be a man) can’t do the job he asks his employees to do. Well, Praise Be! He has an epiphany and realizes that his decisions effect the people who work for him, that they’re human beings with aspirations and dreams, and that he should change a few things about the way he does business? Are you serious?

You run a multi-million dollar, often multi-hundred million dollar company and you need to go on a TV show where you trick your employees into thinking you’re someone else to have this realization? If I was on the board of one of these companies and was witness to this travesty, I’d fire the CEO before the first commercial break. Oh, and, to add insult to injury, the CEO gives the employee a tiny promotion with a tiny increase in salary or maybe $5000 to go to school to learn how to become a chef, as was the case on one episode. Again, are you kidding? What’s $5000 to a company with tens of millions or 100′s of millions of dollars in sales? And, let’s not forget the tens of millions of dollars in publicity and advertising these companies and individuals get for going on these shows.

These programs feed on the disease of small thinking and I, for one, stand against them. Call me a bleeding heart. Call me a tree hugger. Call me too sensitive. Call me self-righteous. Call me whatever you want, I just think we should expect more from our “millionaires,” our “bosses,” and ourselves, by working for more transparency, more equality, more empathy, and more respect.

Let’s (always) think bigger about who we are and what we offer the world.

UPDATE: Andy just pointed me to a segment that Bill Maher did on his show about this very topic about these specific programs. (If you watch the segment, please do your best to not make this post about Bill Maher. The discussion in the comments is sophisticated and diverse in opinions and all commenters have done a great job focussing on the questions raised in the post.)

Oh, and the share buttons finally started working again so you can use them, if you like.

I first began reading Book Yourself Solid and doing the exercises in November of 2009. It revolutionized  the way I see clients and do business. Now I only work with the clients I want to. Here are the words that made the difference –  “Why have clients, or anyone for that matter, in your life who zap your energy and leave you feeling empty…If you are working with people with whom you do not do your best work, you are out of integrity.” (Book Yourself Solid pp. 5 – 6)

For me – nothing is more important than your own personal integrity.

On June 2, 2010 I received an email newsletter from Michael Port –  “The Book Yourself Solid List of 20″! It was brilliant! I sent it to lots of other people and began to draw up my own list to develop a new professional working relationships; people who eventually would know what I do –  see the value of what I have to offer  – and refer clients to me. I took and created every opportunity I could in media and business and did it with sincerity. Being authentic is key as well as giving top level customer service. I sent e-mails, left voice mails, wrote letters to my top 20 and kept it on a rotating basis just as Michael suggested…one each day, move them to the bottom of the list and start at the top the next day. The list is right on my desk. It is an excellent and very satisfying process and the results are moving and so profitable. I  made some great new relationships with people that I just treasure and feel tremendously grateful to.

One huge success is this – on August 26, a story about me and my career as a Professional Life Coach was published in two (2) Long Island, NY newspapers – The Suffolk Times and The Riverhead Review. The interview came out of my genuine desire to have other peoples know about the modality of life coaching; to give people hope in their lives, something positive when the newspapers and TV are reporting tough stuff on the economy, war, unemployment, debt… which can really bury and discourage you.

I built a relationship with the reporter that matters to me. I  researched her articles and truly wanted to know who she was and what mattered to her. I have been steady with my wish list and the process and the strategy work! Be creative – be honest – be patient and be ready for surprising results!

How did it happen? By following Michael Port’s advice and creating a BYS List of 20. I’m still shocked by the amazing success I’m having implementing Michael’s, Book Yourself Solid List of 20.

I have 20 + years of business experience to back this up and as far as I am concerned – Michael Port has written THE best book I have ever read on building your own business, developing your “ideal” clients, sales, and service. He is not only the authority but a Champion!

From beginning to end of Book Yourself Solid, I was completely engaged, challenged, motivated, stimulated, supported and educated about the process of selecting your ideal client; gaining their trust and building the kind of solid, profitable and successful business you have always dreamed about.

Michael Port’s book and weekly e-mails have had a powerful and good affect on my life and business. I love this process and thank him with unlimited gratitude for the value he offers all serious business people. You’ll also have fun!   As Michael always says, “Thank you for giving me the opportunity to be of service.” If you’d like to contact me you can do so via email or phone: 646 387 2280.

The wonderful thing about sharing your knowledge is that it’s rewarding for both you and your audience. They will leave your presentation or event a little smarter, thinking bigger, and with an action plan that will help them implement what you’ve taught them. You will benefit because you’ll know you’ve helped others, which is the reason you do what you do. And at the same time, you’ll increase awareness for your services and products and get booked solid.

One of the easiest and fastest way to get in front of your target market is to invite them to something that is going to help them solve their problems and move them toward their compelling desires. Events that you produce—not necessarily big workshops or conferences but simple, community-building, meaningful, enlightening events at which you can shine, show off your products and services, and build your reputation and credibility in your marketplace are what I call—the always-have-something-to-invite-people-to offer. Here are some examples.

Conference Calls

Start a monthly or weekly call for clients to learn the benefits of working with you. Prepare a new, timely, and relevant topic every time. Pick up a magazine in your industry and use one of the articles to inspire your topic, invite guests to discuss their area of expertise, and ask your clients to tell you what they’d most like to hear about. The rest of the call will naturally flow into a Q&A session. Here are a few ideas to get you started and to spark your inspiration and creativity for your own unique ideas:

• Any service professional can offer a monthly or weekly Q&A on his or her area of expertise. No planning necessary—just show up and shine.
• Accountants can offer quarterly conference calls on updates on tax law along with planning strategies for decreasing tax liability, for example.
• Financial planners can offer weekly conference calls on the best strategies for building wealth using the products they sell.
• Internet marketing consultants can offer web conferences giving updates on search engine optimization and other web traffic generation strategies.
• Personal coaches can offer conference calls on their area of expertise: reducing anxiety, increasing focus, setting boundaries.

If you’re doing a conference call, or teleseminar, as it’s often called, it won’t cost you a dime. There are 100′s of companies that provide these types of services for free, like FreeConference.com and NoCostconference.com, and others that charge nominal fees, but provide additional features, like MaestroConference.com. Record each call and link to it from your website—all these services have conference recording built in. Those who can’t  make the actual call will still have the opportunity to listen to it and benefit from it. Archiving the calls on your web site or blog is also a wonderful way of immediately establishing trust and credibility with new web visitors.

Demonstrations and Educational Events

These opportunities are similar to conference calls except they’re conducted in person. Demonstrations and educational events are an excellent way to reach potential ideal clients if your services are physical or location-based or if the people you serve are all located in the same town or city. This approach is also a great alternative if you feel that a conference call doesn’t speak to your strengths. This format is another opportunity to get creative and express yourself.

For example, you could create some excitement with an open house or outdoor demo at the park or at any other venue. Don’t just invite your potential clients but also your current clients, friends, or colleagues who know the value of your services and are willing to talk about their experiences.

• Fitness professionals can offer a weekly physical challenge for clients and potential clients. Ask clients to bring a new friend every week. Each week a new type of workout would be planned with a social event afterwards.
• Real estate agents can offer weekly real estate investor tours where they fill a van or tour bus with active real estate investors and scour the neighborhood hotspots.
• Professional organizers can offer a monthly makeover where they go to a potential or new client’s office or home, along with a small group of 10 or 15 people (it’s not bad to have a waiting list for these types of offerings), and the professional organizer reorganizes the space and teaches the guests the basics of how to be more productive and effective through an organized office.
• A hair stylist can do something similar with the monthly makeover concept. She could even offer a contest or raffle each month, and the winner would get the makeover.
• Any service professional can host a no-cost or low-cost morning retreat. Be playful and adventurous. It doesn’t have to be expensive, just creative. Allow clients to get to know you and meet other people with similar interests and goals. Make it as simple as serving tea, whole fresh fruit, and scones—and share your wealth of knowledge.
• Start a niche club. Consider cool stuff clients would enjoy. Think about activities that you love. Start a creative brainstorming club, weekly play group, or fun family outing.
• Start a product review club. People love sampling products and trying out new solutions. Give clients a taste of your work and introduce them to fun product overviews that will get them connected to your services. Invite other like-minded professionals to join you if you want to add dimension to the event.

Introduce these offerings at the end of your Book Yourself Solid Dialogue. Add, “I’d like to invite you to ______________”or “Why don’t you join me and my clients for a fun, playful _____________.” Try out different venues and topics until you discover the one that works for you. Re­member, the difference between the typical client-snagging mentality and the Book Yourself Solid way is that the typical client-snagging mentality plays it safe so as not to look foolish. The Book Yourself Solid way asks, “How can I be unconventional and risky so as to create interest and excitement for my services?”

You will never be at a loss for different things to try or experiences to create for your clients and potential clients. You want to invite as many people as possible to these events for three important reasons:

1. You want to leverage your time so you’re connecting with as many potential clients as possible in the shortest amount of time.
2. You want to leverage the power of communities. When you bring people together, they create far more energy and excitement than you can on your own. Your guests will also see other people interested in what you have to offer, and that’s the best way to build credibility.
3. You’ll be viewed as a generous connector. If you’re known in your marketplace as someone who brings people together, it will help you build your reputation and increase your likeability.

Written Exercise: Create three ways that you can instantly add value to your potential and current clients by way of an invitation.

STARTS JULY 2 – CERTIFIED BOOK YOURSELF SOLID COACH TRAINING
THIS TRAINING IS OVER THE PHONE!
If you’re outside of the US or just can’t travel this is your chance.

JULY 23 – NEW YORK CITY – FREE SMALL BUSINESS CONFERENCE
Book Yourself Solid Keynote for Infusionsoft Revolution Tour 2010

AUGUST 12 & 13 – MICHAEL PORT’S HOUSE. YOUR BUSINESS. THIS IS BIG.
Small Group Mentoring. Only 8 People Accepted. 3 Spots Left.

SEPT. 30 & OCT. 1 – MICHAEL PORT’S HOUSE. YOUR BUSINESS. JUST AS BIG.
Small Group Mentoring. Only 8 People Accepted. 4 Spots Left.

OCT 5 – LONG BEACH, CA – FREE WINNING STRATEGIES FOR BUSINESS CONFERENCE
Sessions by Michael Port, Ivan Misner and more. Brought to you by Entrepreneur Magazine.

1.     You’ll create awareness for the products and services you offer using the 7 Core Self-Promotion Strategies (Module Four in Book Yourself Solid).

2.     Once you create awareness for what you offer, potential new clients will check out your foundation for stability and security (Module One in Book Yourself Solid).

3.     If they like what they see, they’ll give you the opportunity to earn their trust over time (Module Two in Book Yourself Solid).

4.     When the circumstances are right, potential clients will either raise their hand and ask you to have a sales conversation or they’ll accept one of your compelling offers and you’ll book the business (Module Three in Book Yourself Solid).

The most important direct outreach you do might well be to other service professionals, businesses, and professional associations to network, cross-promote, and build referral relationships.

But so many of us struggle with this. The idea of reaching out to someone that we don’t know…Yikes! You might be getting queasy just thinking about it. How do you do it (without nausea)?

With the BYS List of 20, of course. Don’t have one? Really? Ok, let’s make one…

The Book Yourself Solid List of 20

Make a List of 20 people within your industry with whom you’d like to develop professional relationships.

These are people whom you do not yet know — influencers within your target market who can help you get booked solid. This is your BYS List of 20.

The list never leaves your side. It sits on your desk. Lives on your computer. And, travels with you when you’re on the road.

Why twenty and why must you keep it with you at all times?

• Since your success is, in large part, determined by the people within your industry who are willing to refer to you or to put you in front of your ideal clients or endorse you, you need to keep these people top of mind. Keeping this list by your side will ensure that you’re thinking of them and, if you do, you’ll begin to notice opportunities to connect with them and get to know them.
• And, twenty, because it’s a large enough number to keep your focus expansive but narrow enough that you won’t be overwhelmed.

Written Exercise: Identify a minimum of three, and a maximum of twenty, people you’d like to reach out to directly and personally. (These may be prospective clients, decision makers at an organization or association, or the press.) At this moment, you might not think you can fill out your List of 20, but now that you know what you need to do, you’ll start to take notice of the people you should add to this list.

Here’s what you do with your list:

• Each day, reach out to the person at the top of the list.
• After you’ve reached out to this person, place this person at the bottom of the list.
• Now that this person has been moved to the end of the list, the person who was number 2 on the list becomes number 1 and each other person moves up one spot. This way your List of 20 always stays at twenty.

You’ll reach out to each person approximately every twenty business days which is about once per month.

This direct outreach activity occurs every day. This is critical. Dedicated, disciplined and determined action is key to your direct outreach success.

Remember, the BYS List of 20 is your wish list. You’re list of 20 people that could have a significant impact on your business through their referrals, introductions and advice. Do this daily and you’ll be booked solid in no time flat.

Booked Solid Action Step: Reach out to the first person on your list of 20 by sending a card or email of appreciation. Or maybe congratulate them on an accomplishment. Simple.

Using the Book Yourself Solid Direct Outreach Strategy is all about making personal connections. Reach out to others from the heart, in a way that is genuine and authentic for you.

Take it one step at a time and you’ll do fine.

Good news. Help has arrived. New York Times bestselling author Michael Gelb (How to Think Like Leonardo Da Vinci) opens our eyes to the remarkable power of wine to tap into our creative potential as we deepen bonds with friends or co-workers. Seriously. I’m even encouraged to start drinking.

Wine Drinking for Inspired Thinking offers a “whole brain” approach to wine appreciation and enjoyment that is definitely unique.

Highly recommended.