The 1 Magical Thing To Get Out Of Brendon Burchard’s Event

Remember Colin?

The guy with the de-stress seminar in the UK?

(and the fabulous testimonial, which I still need to dissect for you!)

So, this morning Colin came over for a bit of competitive espresso drinking …

(which did NOT have a happy ending as you’ll see in a sec)

… and of course talking about ‘next steps’ for him and his business.

Now, in some sense Colin found himself in between a hard place and a rock:

At the Brendon Burchard event he’d attended not long ago, he’d learned to

“just go out and do it … start blogging”…

… whereas I (apparently in a very stern way;-) keep telling him:

“you need to figure out what type of offer resonates (at least at a reasonable level) with your ideal client …

… only then do you start building a website.”

And start blogging.

And start …

Now, before we have a

“In the blue corner: Brendon Burchard

In the red corner: Veit Schenk”

situation and an outcome even less unsavoury than the espresso shootout …

here’s the thing:

On the one hand, I totally agree:

You need momentum!

Nothing builds confidence more than having something moving.

If all you ever do is think about the final ‘ideal’ product, nothing will ever happen.

And ‘nothing happening’ isn’t exactly motivating, I guess you’ll agree! Right?

On the other hand …

Nothing is as demotivating as getting all fired up

… investing all kinds of time & energy …

… only to find out it was all wasted, because you weren’t aiming in the right direction.

So, you may ask:

“what’s a good middle-ground? How do I build momentum whilst being reasonably sure that I’m aiming in the right direction?”


Let’s take “niche selection” as an example – which, if you are like most people – probably is THE biggest hurdle, right?

Pick the right niche, and half the battle is won!

Here’s what Kenster teaches in his “IM System”:


Let’s look at Colin’s situation:

  1. Q: Does he enjoy working in his niche? (which is “how to get rid of stress for good”)
    A: Absolutely, he not only loves it, he LIVES it.
  2. Q: CAN he get good?
    A: Heck, when you saw the testimonial, you know he IS good, no GREAT at what he’s doing.
  3. Q: Does the niche have high profit potential?

And that final question is where the rubber meets the road.

Because in every market, in every niche, there are lots of lots of different ‘target audiences’.

  • Not every smoker wants to quit smoking.
  • Not every pregnant mum wants to lose the baby fat after giving birth.
  • Not everyone with acne wants to get rid of their acne.

Or, going deeper with e.g. the post-baby fat:

  • Some want to get rid of the fat by doing exercise.
  • Others by going on a diet.
  • Others again simply want to lie on a toning table and see the fat melt away as if by magic (I still ‘see’ the image of that ad in my mind … in the window of that beauty-salon at the bottom of Headington Hill in Oxford…)

And the same goes for Colin:

Until he knows which target audience specifically responds to his offer (in the good ol’ sense of demonstrating that they REALLY WANT what Colin has by whipping out their credit cards) …

(notice that last part in bold is criterion #3 above: “3. does it have HIGH profit potential?“?)

… there’s little value in blogging.

… or creating videos.

… or a website for that matter.

(apart from practicing blogging, creating video or websites. Which can be a valuable exercise in itself of course)


Because a stressed-out city-banker is going to look for very different content than the CEO of a company who wants to have his middle-managers calm down.

And even if were to target only ‘middle managers of international pharma companies’ …

… he’d still have those who are stressed by an excessive workload, those who are stressed by ‘stupid’ employees who  ‘are not doing as they’re told’, those who ….

You see, they all have different pains, and as a result, very different motivations for handing over their credit-card (or keeping it in their wallets)

Alright then, so what is the solution?

“How do I make sure I’m building momentum by doing stuff that feels like ‘success’ and being reasonably sure I’m pointing in the right direction?”

Well, in a way it’s easy:

All you need to do is figure out if the ‘pocket’ of the niche you’re targeting is willing to whip out their credit cards for what you have to offer.

The crux of the biscuit of course is – easier said than done!

In particular:

How to do THAT whilst maintaining focus and building momentum?

And that’s what we’ll cover in a video tomorrow.

Because before we go there, you have some home-work to do:

Here’s what I want you to do right now:

  1. Grab pen & paper
  2. Write down your niche you’re in/would like to go in.
  3. Go through the “3 Prong Validation Exercise”


Wouldn’t be surprising if you were, right?

Q: where are you stuck?

What is the question that immediately comes to mind?

Share it below!

hasta manana!


PS: the “Three Prong Test” image above indirectly gives you an insight into the sad truth about the different Internet Marketing models – especially when it comes to affiliate marketing.

Most people pick one particular model, and as you can see from the very first of Kenster’s videos, (if it’s still there, if not, I’ll get him to share it ‘behind the scenes if you’re interested) it’s exceptionally rare for anyone to actually make money with it …

… why?

Because – although it looks so benign – it’s an extremely high risk strategy, meaning you’re very likely to lose a lot of money before you ever make any …

… and as a result most people (without exceptionally deep pockets) give up before reaching ‘success’.

In other words: that’s NOT how you build momentum, and hence confidence!

Yet, like I said: it’s the model most people choose (usually unwittingly)


PPS: Talking of confidence:

When I asked Colin what he got out of Brendon’s event and what he didn’t like so much, his immediate response was:

“Confidence that I can do it!”

(not quite sure HOW, because that’s what was covered in the upsell… but I finally ‘get’, that I’m good enough, I have what it takes!)

THAT is without a shadow of a doubt, THE #1 factor!

The moment you KNOW you can do it and that what you’ve got is good enough, and people like it, you’ll stick to it!

Yeah, we all have those loved ones who keep asking us: “but, you don’t have any credentials”

(or, as TJ Rohleder’s step-mum said: “this is shit … $150.000.000 worth of sales later on, TJ begs to differ;-)

Now, after doing his first event, Colin even has confirmation from a real person who gave him fabulous feedback …

Let’s call it “market validation”!

Which does more wonders for Colin’s confidence.

And which is part of the ‘How to build momentum in the right direction’ system we cover in tomorrow’s video;-)


PPPS: ah, the unhappy ending of our espresso shoot-out?

Well, whilst we’re staring down the barrel of that final epic espresso …

… the sun searing …

… the crickets nervously chirping in the background …

(ok, that might be because they’re about to be fed to Liam’s geckos…)

… sweaty hands trembling (with caffeine overdose) …

… waiting for the other to twitch prematurely and make that fatal mistake …

… we both threw in the towel simultaneously and switched over to dandelion tea… yeah, I know, 2 girls’ blouses;-)





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  1. I think the one thing left out of the above discussion is COMPETITION.

    What if you enjoy it, you can get good at it, and there’s a lot of profit in it BUT there is also a helluva lot of competition?

    Can you overcome this?
    I want to go into the mmo niche because I find it interesting, can get good at it and there is obviously a lot of money it it, right? But can I compete with all those who are already in it?

    • Hey Mike,

      and the answer is yes: of course.

      Several reasons:

      a) most people’s marketing sucks.
      b) even when it doesn’t suck, most people aim for the ‘instant kill’, meaning most of the competition focuses on the part of the buying/sales-cycle where people are about to whip out their credit cards. That’s just a tiny fraction of the entire sales-cycle. (it’s the 4 Quadrants we use in Graceful Email Marketing)
      c) as both Kenster and I keep teaching (lol, my wife says ‘preaching’): the secret is to drill down, away from the ‘obvious’ markets with tons of competition, and apply the blue ocean strategy (a MUST read for any marketer!) to find markets where there are fewer/no sharks.
      d) most people’s stuff doesn’t really work. At least not for the majority of buyers. So when you have something that actually works, it really does stand out.
      e) most MMO-vendors are anonymous faces that use hype to sell (and I really recommend you get TJ’s book, it dives deeply into the mindset of the MMO-buyer) – so if you stand out by being ‘anti-hype’, already you’ve cornered part of the market.
      f) ask yourself: should I see the others as competition, or as potential partners?
      having said all that:

      although you CAN compete with all of those already in it, SHOULD you?

      My advice: if it’s your first venture into doing ‘proper’ marketing, it’s probably one of the tougher ones to crack!


      Not because of the competition, but more because many people in it have been burned many times, they’re cynical, jaded. So you have a much tougher job convincing them that what you’ve got is actually really good, than you’d e.g. have in the knitting niche.



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