I’m sitting down to type out this longer letter to you invite you to join my in-depth, small-group Marketing Mentorship coaching program.
I should warn you: this is a long letter because there’s much to say. Frankly, I recommend printing this off, making yourself a nice hot cup of tea and sitting down at your favourite cafe or kitchen table or comfy living room chair by the fire to read it over slowly.
No fancy formatting. No special eye-catching graphics of happy, empowered people. Just that old, typewriter font that I love.
This program is designed for twelve driven, service-providing entrepreneurs looking to take their business to the next level. It’s a chance for you to dig in deep and make something beautiful and profitable of your businesses.
It is by application only.
And, well . . . here you are.
“I think the biggest value of coaching is just listening. Hearing what someone is saying, and translating that back to them so they can see it better and then implement it better. And Tad is — and I say this without exaggeration — one of the best listeners I’ve ever known, which is really saying something. But even beyond that … Tad has a gift for listening also to what you aren’t saying. He’s helped me identify so many pieces that were missing in the life I’m trying to build. This coaching program has helped me figure out my life calling, and even though I haven’t fully stepped into it yet, I am well on the path, and this mentoring program is, without question, the number one thing that has both started and kept me on this path.
Another thing that has been really wonderful about this program for me has been Tad’s encouragement to slow down, and the presence of everyone else in the group moving at a speed that makes me feel like I’m not behind when I do slow down. It’s become a joke in the group how fast I do things, because I do NOTHING slow, ever, but no matter how fast I’m moving, it always feels far too slow to me. I go from having a new idea to envisioning it as a fully fleshed-out international program in the space of a single breath. But Tad has told me many times over the last six months, “You’re moving at just the right pace. You’re on track. You’re making progress.” And he helped me slow down enough to stop jumping to the future vision and actually figure out the steps that will get me there. I have NEVER done that before, which is why I’ve abandoned so many projects before. And having the whole group just to share with and vent to, not to mention to call on their wisdom — that’s been invaluable too.”
— Lisa Baker, founder of LearnPartnerMarketing.com
You’ve been working on your business for a while and recently you’ve felt some sort of an internal shift around it. The desire to grow it, take it more seriously than, perhaps, you have in the past. The desire to see it move from a hobby to a real, honest-to-goodness business.
Maybe it’s that you didn’t think it was really possible before, but now you do.
Maybe it’s that other things were a bigger priority but now the time and space have opened up and you’re finally ready.
Maybe it’s just an inner feeling you can’t put your finger on.
But, one thing has become abundantly clear to you: you can’t do this alone. You know you need a kind of help that goes beyond eBooks, DIY eCourses or even the occasional six-week-long online, group program.
Over the years, many clients (perhaps even yourself reading this) finding themselves in such a place have asked me, “Do you offer any larger group coaching programs?”
And I’d shake my head. I was still figuring out my point of view for a while. And then I was touring too much to make it work. Or busy with other things and . . .
Well, here we are. I never thought I’d see the day. And perhaps you didn’t either. My first “coaching program.” The Marketing Mentorship Program. I started running it in January of 2017 and, with every passing month, it’s gotten better and better.
Although it’s not really a coaching program.
It’s also not really one-on-one coaching.
Nor is it really a group program.
But it’s something like that, a melding of all of those scenarios.
Four Elements of the Mentorship Program:
Here’s the nutshell: The Marketing Mentorship Program starts with a 60-minute call with me and then has four levels:
1) GoogleDocs: When you are accepted, you’ll get an online folder full of workbooks that will guide you step by step through my work. You’ll get clearer than you’ve ever been about who your ideal client is, who your target markets are, what your point of view is and what it is going to take to make it all happen – to name just a few.
2) Weekly Office Hours: Every Tuesday at noon PST, for about 90 minutes, you’re welcome to call in to share your wins and get your questions answered. These calls aren’t mandatory but they are useful and a chance to get feedback not only from myself but the other participants.
3) Bat Phone: you’ll have an emergency line to reach me if you need quick feedback on something. You can text me or send me voice messages there. I do my best to get back to them within two business days (often sooner).
4) Annual Retreat: Twice a year, you’ll be invited to my living room in Edmonton for a three and half day workshop. There’s no additional cost to the weekend beyond getting yourself there and finding accommodations. The format of the weekend is ‘hotseat based’. This means that you will get about two hours of our focused time as a group giving you advice and feedback on whatever issue has you feeling most stuck.
You’ll also have access to a private Facebook group, free access to every single one of my online products and programs (yes, all of them), a family rate on any one-on-one coaching you want, an invite to an twice yearly, 3.5 day retreat at my home for no cost to you, and generally having me think about you on a regular basis. Plus even more, which I’ll explain in a moment.
“It’s hard to put into words how much I got out of the mentorship program with Tad. He gave me something invaluable, something I didn’t even know I needed when I started. He gave me permission to go at my own pace, to pivot more than once, to take care of myself and to invest in a lifestyle, not just a business.
These things were gems and I leave the program feeling like I am on the right path and that I have confidence in myself to craft a successful business or businesses that also fit with my new motto ‘don’t do it if it doesn’t bring joy into my life.'”
— Alysa Golden
The Marketing Mentorship Program is for Entrepreneurs Who:
- want to have a full-time business that does well by doing good and yet feel daunted at the prospect, stuck, and know they need a kind of support they can’t even articulate yet.
- know their businesses have mostly been like expensive hobbies, mysterious and beguiling projects that always seems to be almost there and just about to succeed, but that never seem to crest the wave.
- can’t seem to quit even though it would make all the sense in the world to do so.
- know in their craw that they’re meant to do a certain work but who can’t make it work. There’s always something missing that they can’t put their finger on.
- know what the basics are, yet have a hard time making a practice of them.
- like the Chinese bamboo tree, have spent years growing their root system deep and wide without much to show for it above the surface, and who are ready to grow ninety feet in ninety days (note: maybe not actually 90-days).
- are willing to approach their business as a business, and not perceive the marketplace as “wrong” for not liking their first, second and third ideas.
- are at an earlier stage of their business development and who are willing to let their roots grow deeper without demanding too much too soon of this young, sapling tree of their business.
- enamoured with the idea of growing their business, not by more and more complicated tactics, but by developing a simpler and simpler business model with more and more beautiful, compelling offers, where the word of what they do spreads through those slow and steady roads of relationship and reputation.
- want to be unreasonably proud of their businesses and unexpectedly comfortable in their own skin.
- want to approach their businesses in the way an artist approaches their craft.
- want their business to fit them and be as beautiful as the most ornate, bespoke, and ceremonial regalia bearing the thumbprint of their time and place.
My Take: Three Main Reasons Your Business Feels Stuck
Most people are shocked at how, with focus, consistency, a willingness to take some calculated risks and invest into their businesses, much can happen very quickly.
Most people quit far too soon because they lack the support they need to keep going.
They get stuck on simple things and then never get unstuck.
Little things get in their way and it doesn’t take a lot to get it moving.
I think there are three things that, like a braided rope tethered to a place we no longer want to be, hold us back from getting anywhere.
Reason #1: Lack of Support.
Why is it that people get stuck? They don’t have enough of the right kind of support.
They don’t have a system and infrastructure set up to support them.
As my colleague, Corrina Gordon-Barnes reminds us, “It’s not called ‘by-yourself-employment.'”
A permaculture company came to me years ago because their Permaculture Design Certification (PDC) wasn’t filling up. They were stuck. I gave them a simple strategy that filled up their PDC’s for years to come – getting intro workshops hosted across Western Canada by local permaculture hubs and offering their PDC’s there. The idea was so simple but they weren’t going to figure it out on their own. It took about twenty minutes to figure this out.
In my thirty-day cashflow challenge The Meantime that I run every year, I give people a simple exercise to do each call. It’s so simple. For five minutes every single call, they have to ask people for help. It’s a support-asking blitz. They text friends. They email them. They post on Facebook.
And people end up getting unstuck from things that have baffled, held back and hamstrung them for years.
An office that needed organizing? A friend comes over and helps. How to get video online? Their neighbours kids teach them how. Where to promote their services? Their friends on Facebook give them ten solid options. Five minutes.
If you want to grow, you need help.
Reason #2: Missing Fundamentals.
If you want to grow up, you have to root down. If you want to expand your business, then you absolutely must hone in on your niche, your point of view, and what offerings you wish to focus on. You need to hone in on the core marketing activities you’ll do daily, weekly, monthly etc. and actually do them for a while.
If you wish to grow, you must be willing to go slowly for a while.
A holistic practitioner once came to me wondering how to do blogging and build her website. She was overwhelmed. I asked her why she was blogging. She said it was to get clients. I pointed out that she didn’t need either to get clients. Sure, they were helpful but there were more direct ways to go about it. She could focus on a particular niche, identify the local hubs in that niche and craft an offer she was proud of. She felt so liberated and empowered by this. That took five minutes.
I would say that 75% of the people who participate in my Meantime 30-Day program realize, usually towards the end of it, that the reason they’ve been struggling is that they have no clearly defined niche. Others come to realize that their offers are so generic that it’s no wonder that there wasn’t a response to it. Others see that all they’ve been doing is ‘cold marketing’ instead of figuring out who’s already connected to their ideal clients and building relationships there.
Once those principles land for people and are translated into their situation, they feel liberated.
It’s like they’ve been lost in the woods for years and someone finally shows them a map that makes sense.
If you want to grow, you need help identifying and integrating the fundamentals of business into your business.
Reason #3: Marketing in a Way That Doesn’t Fit Your Personality.
I’ve seen countless entrepreneurs stymied because the way they were told to market felt so gross to them. Or, if not gross, then like clothing that didn’t fit them – either too tight or too loose and so, like most of us would do, they stopped wearing them and there hung their marketing in the closet of their business.
Maybe they were taught to open conversations with an elevator pitch but they could feel it repelling people and so they stopped.
Or they were taught to be big and powerful when, deep inside, they are sweet and shy. They were taught to lead their intro workshops in a certain way and “close from the front of the room” using certain techniques that never felt right but they did it anyway because they felt they were supposed to.
Example #1: The Life Coach and the End of Her Need for Online Marketing Mastery
One life coach came to a weekend workshop of mine absolutely stuck on how to grow her online following. She felt overwhelmed by trying to build an audience online — especially since, as an extrovert, it was painful for her to sit at a computer all day when she craved to be out in the world connecting with people. Ten minutes of focused workshop coaching helped her see she might be better served to network locally. If she could find the right groups to speak to (e.g. breakfast networking groups) and make the right offers, this might help her get more clients. She was stunned and felt immediately liberated.
This is isn’t to say she should never market online. She likely should. But it’s to say that, being so caught up in the one way she imagined she had to market, she couldn’t see some of the easier to pick, low hanging fruit right in front of her eyes.
Example #2: The Curious Case of the Glasgow Sock Folder
Here’s a story that’s a little longer, but well worth the time for the delight it offers.
A fellow from Glasgow called me up for a coaching session recently. He wasn’t self-employed, choosing instead to work for the city. He liked the idea of self-employment but lacked a clear idea of what he could do that might excite him. He’d studied a form of personal and spiritual growth that had made a big difference in his life but rankled at the thought of being a typical life coach who was stuck on the phone talking with people every day. He was also one of the tidiest people in the world and had a deep love of doing the dishes and would travel the world to find a new way to fold his socks more beautifully.
And so, when my launch email for my Puttering Sessions hit his inbox, he was overjoyed and told his confused co-worker, “I’m going to be doing a marketing coaching session while he does the dishes! I love tidying!“
During our call, as I listened, ideas began to occur to me for him.
“What if,” I said. “You were to do some YouTube videos where you video yourself tidying your home or teaching that new way to fold your socks, and you were to pair that work with some insight that you had about your inner work? What if you were to weave together those two seemingly unrelated worlds and show how they were actually the same? What if, instead of doing coaching sessions on the phone you were to go over to a client’s house and spend the day tidying a room of their house, a deep cleanse, while you were also doing a deep inner cleanse about a particular something that was bothering them? And what if you brought people together in a MeetUp style group to help some good community groups get organized, or to tidy a park and it included a potluck and a little talk from you? And you could even do a 30-day virtual challenge where people spend those 30 days cleaning their homes while also cleaning up their minds. They’d take and post before photos and after photos. They could have a daily tidying and journalling practice.“
He was delighted. He didn’t know how soon he’d get to any of those ideas, but they all felt like ideas he could do if the timing felt right.
That happened in one hour.
Example #3: The Rabbi and His Online Courses
I once coached a Rabbi who felt stuck. He’d developed online courses but felt awkward pitching them at the synagogues to which he’d often be brought to speak. The whole thing felt wrong to him. I affirmed that there was nothing wrong with him for not being able to figure that out and that it would, indeed, be awkward if he were to make an offer of his programs in such a setting.
“But,” I suggested. “If the host who brought you in were to mention them, this would be another thing entirely. That would be, if tastefully done, fine.”
“They would love to do that for me! Of course!” he exclaimed.
I could give you many more examples of people who were stuck with an approach to marketing that felt wrong for a long time who, with a little bit of support, are suddenly moving again in a direction that feels right.
In my experience, even issues that have felt intractable and overwhelming for years are suddenly a thing of the past when you make a commitment and have a system set up to get the support you need.
“Tad’s expertise and ability to communicate/share clearly helped me learn a lot, and his radical generosity with information and support helped me execute my budding knowledge.”“What I loved most about the 6 month mentorship journey was knowing that I had a place to come each week where I would be well supported, superbly educated, held accountable, and free to explore my edges. Whatever I needed order to better understand and execute marketing for my business I could count on Tad to offer assistance. Tad’s expertise and ability to communicate/share clearly helped me learn a lot, and his radical generosity with information and support helped me execute my budding knowledge. I leave this program with the skills to move forward confidently with growing and marketing my business.”— Sarah Marshank, selfistry.com
The Nine Main Things You Get From This Program:
THING #1: An initial 60-minute, one-on-one call with me.
The main purpose of this call is to welcome you on board and make sure you understand how everything works. But it also allows me to get clear on what you’re looking to achieve, where you’re stuck, what’s most important to you. I can also get a sense of your vibe and what stage of your business is at.
You’ll get a GoogleFolder. It contains bite sized steps you can take to get clear on the fundamentals of your business.
This folder is where you’ll do an immense amount of work. Sometimes you’ll hate me. You’ll be walked, step by step, through these folders.
Each folder is filled with a few documents.
There’s a sequence to it all and a method to the mad amount of work.
Everything builds on what preceded it. You won’t get a new folder until you’ve completed the work in the one you have. In this way, we keep you from overwhelm. Piece by piece we’ll construct the solid foundation of your business.
Copywriting Services Included? Yes. They are.
Once you’re done your Niche and Point of View work, if you would like it, I will help you weave all of that content into your homepage and or a sales page for a core program of yours.
Here are a few examples of homepages that have been crafted in GoogleDocs of Mentorship participants. No doubt these may have changed – for better or worse – since we worked on them but it should give you a flavour of what you can expect with a bit of effort and time on your end.
My Philosophy Page:
BeautyandVirtue.com (see the Philosophy Tab)
THING #3: Weekly office hours every Tuesday at Noon PST.
This program will be centred around these office hours. They will be 90-minutes long, and will take place each week. We will connect on the phone and via a private Facebook group where we can work through whatever it is you’re needing help with that week instead of feeling like you’re taking detours from a set curriculum. You will receive the resources and support to overcome whatever marketing challenge you are experiencing, or get more clarity on your next steps. Realistically, not everyone will make every call. I imagine there will be 6-8 people per call. That’s plenty of time for everyone.
During our weekly calls, you’ll hear my voice but you will but muted until we get to your typed question, at which point, I’ll unmute you and we can chat. The format of the calls is pretty simple. First, I’ll ask you to share your wins and accomplishments. Secondly, I’ll ask you to share your questions and places you’re struggling that week. Then, I’ll share my thoughts on how you can address it. And lastly, I’ll ask you what was most useful to you from the call.
THING #4: Access to a private Facebook Group.
Have things you want the feedback of group members on? Just post it in the group and tag the people whose feedback you’re wanting.
I’ll ask members to be clear and concise with questions that fit with this format (e.g. “What do you think of this headline?” is great, whereas “Could you edit my sales letter?” is a much bigger job.
I’m asking people to think of this part of the process as a “ten minute job,” request, presenting a place where you’re stuck and could use some quick feedback.
THING #5: Your Bat Phone – The Quick Response Voxer Hotline.
It sometimes takes me weeks to get back to people. I get a lot of emails. You’ll have access to me via a “quick response hotline” app called Voxer where you will be able to send me text or voice messages for issues where you need five minutes or less of help. I’ll aim to reply within 48 hours or less.
To be clear, if you were to use this well, it could mean getting about 30-minutes of my personal time every week (given that not everyone will have questions every week and that some of them I’ll be able to answer in two minutes). As I look at Voxer just now, I see that one fellow has gotten over two hours of my time in Voxer voices messages in the last five days alone.
THING #6: Access to my entire vault of products, including eBooks and eCourses.
You’ll have lifetime access to these resources, along with my direction on what to check out when. This is over 1000 pages of material, worth more than $500. And I will definitely be adding to this collection during our time together.
THING #7: Access to 1:1 coaching for only $100/hour.
I normally charge $300/hour for my coaching, but if you’re in this program and want some focused time with me outside of the calls, you get it for a third of the price.
THING #8: Free twice yearly retreat at my home in Edmonton.
We’ll find a date that works best for everyone who’d be willing to travel and the retreat will be 100% based around the issues you bring to it. This is available but not mandatory. I hold two retreats per year, so you’re sure to be able to access at least one in your 6-month cycle.
THING #9: Access to my mindshare while we work together.
This might not seem like a big thing, but I want to make the case that it is. When I’m working with a client I tend to have ideas for them outside of the calls. They come during conversations, going to walks, etc.
Even when I’m not being paid, I tend to be thinking of you and you’ll get the benefits of that. The thought of being able to focus my attention on twelve clients more deeply feels really freeing and exciting on my end.
When I read books and articles on marketing, you’ll be on my mind. When I am talking to colleagues, you’ll be on my mind and I’ll likely ask them, “Do you have any thoughts about this situation with my client?”
There’s an enormous amount of value is having access to this kind of focus and collective brain.
“The Marketing for Hippies mentorship has been a profound container for me to consciously slow down in my business and create the foundations that I never had. I’ve been in business for 17 years and never laid this kind of foundation before. I’ve always loved my work, it comes right from the centre of me, and I’ve been groomed for it through every last experience I’ve had, but my relationship with my business itself has been contentious. I never stopped long enough to make sure I was backing my business up into my vision for my life until now. I was much more familiar with swinging from hustle to exhaustion and illness (rinse and repeat).
With Tad’s guidance, I’m learning to discover how to actually articulate what I do (!!!) and discover not only who it’s for, but at what stage of their life it’s best we connect. I’m also learning to articulate effectively the particular way that I see the world, which totally informs how I do my work. I used to hide that, and understand now that it’s a big selling point — or rather an educating and filtering device — which I now know marketing actually is! My marketing is being primed to connect me with exactly my people.
Tad is a genius with Niching, Point of View Marketing and Hubs. There is no marketer I’ve found who so soberly and wisely, and with such heart addresses what he does, I could not do this key work on my business on my own.
I can now see that it’s inevitable for me to actually love my marketing — not just my work! — as I begin to experience it doing exactly what it wants to: to help me deliver the magic I’m here to bring to just those who are waiting for it. I am deeply grateful.”
— Kellita Maloof, creator of Showgirl Awakening, showgirlawakening.com
Who the Marketing Mentorship Program Is For:
In addition to what I wrote at the top, let me be very clear. This program is for you if:
- You have a specific business you want to grow and you want more in that business. This is the bottom line: You want more clients. More time. More money.
- You see room for growth in your business that could justify the expense of this program. This program is asking for a commitment of your time and money. Maybe not as much as other programs, but it’s not nothing. I would feel terrible if I realized that this program was asking you to pay an amount your business would never allow you to recoup. I don’t do that with my clients.
- You take (or are willing to start taking) your work seriously. This isn’t a hobby. It’s a business. It’s a craft. It’s something you’re passionate about and committed to getting better at. You are very good at what you do and you already enjoy some solid word-of-mouth and referrals from your existing clients.
- You are willing to spend five hours per week working on your business not just in your business. I’d like to know that you are willing to spend five hours per week (including calls) working on your business. Five hours a week working on repairing and painting your boat, not just sailing it. If you’re willing to do this, you will see growth in your business that you might not believe is possible. Translation: one hour per day, Monday through Friday, of focused time on making your business better.
- You are serious about growing your business and figuring out your niche. I think this one is self-explanatory.
- You are willing to shift priorities and to simplify your life to be able to put more focus on your business during our time together. I expect you to make progress on your marketing. If you’re not making progress, then this program isn’t a fit for you.
- You are willing to be a support for others in the group (I’m thinking about one hour per week of your time outside of the calls, giving one another feedback). This won’t be enforced but I’d like this program to be filled with the kinds of people who will naturally want to support one another.
- You are willing and able to show up for weekly calls and are willing to share a brief update on how things are going for you (e.g. accomplishments, sticking points etc.). If you never show up on the calls nor participate in the group, I’ll be in touch with you to see if it really makes sense for you to stay in the program. The calls aren’t mandatory but it helps to have that weekly time to check in.
- You are okay with knowing that my style for doing group calls is that we do work together on the call, not that I am teaching a lot on the calls. I’ve written out most of my thoughts on issues and will direct you there or give you more advanced support on how to apply it to your particular situation.
- You are someone for whom this isn’t your first rodeo. It would be a plus if you’ve been through some other coaching programs before and are familiar with other material that isn’t my own whether that be blogs and podcasts you follow, tele-seminars and group programs you’ve participated in or other coaches you’ve worked with. Your experience will be a part of the feast I imagine this group will be.
- You are someone whose work and manner of moving in the world I admire. I want to be inspired by the people I’m working with. I need to be able to really believe in who you are and what you’re about. This will be an important filter for me. If I don’t believe that your work is adding real value to people’s lives, I won’t be able to help you much.
- You can afford this. This isn’t rhetorical. I have no interest in putting you into credit card debt so you can participate in this program. Can you currently afford this? Where will the money come from? I want to know that you have the money you need for first three months ($1200USD) in the bank set aside for this, in fact I’d feel even better if you had the whole six months worth ($2400USD) saved. I don’t want you going into debt. And I don’t want to feel the stress of needing to give you an instant breakthrough that might not be possible to give. Another reason this matters is that you might get less business for the first year while you’re in this program. That’s possible. Why? Well, setting a solid foundation takes time and focus and that can take time from the hustle of getting clients. You’ve only got so much time. It’s the Tortoise vs. the Hare. In the long run, this pays off but, in the short-term, it can cost you. It’s good to know.
This Program Is Likely Not a Fit for You If:
- you’re really happy with where your business is. If that’s true, stop reading. You don’t need this. Enjoy your beautiful life of enough.
- you keep changing your mind on what your business is. If you have ‘shiny object syndrome’ and you haven’t settled on the thing you want to do, this program is not for you. Figure out the basic thing you want to do and then bring that to me and let me help you market it. You might not be able to articulate what you do well or have your target markets perfectly honed but there should be some steady core to it that hasn’t changed in a while and that you can lean on throughout our work together. If you bring one project you want to work on we’ll make much more progress than if you bring nine.
- you’re a hardcore DIYer. If you are one of those people who wants to figure out and do everything yourself, God bless you and you might as well stop reading now.
- you’re a multi-potentialite, glorious generalist and renaissance person with no particular focus. If you are, I love you but this program works best for someone with a particular business on which they want to focus for the next three years at least. If you’re the sort of person who’s starting new projects every month this is likely not the program for you.
- you’re unwilling to be vulnerable. I know some people are thinking, “Ahhhh! If I sign up for this, everyone will see what a disaster my business really is and how ‘not-together’ I really am.” Yup. That’s probably true. But it’s okay. No one will be judging. They’ll be showing up in the same way. We all will. I’ve certainly got plenty of places in my business where I’m a mess. It’s a vulnerable thing to let others see these parts of your business but they’re also the places we need help the most. If you’re unwilling to share where it’s hard or where you feel like a wreck, this program isn’t for you.
- you don’t think you’ll take this program seriously at $400USD/month. I know that, for some people, $400 is a huge stretch. For others, especially those who’ve been a part of many other coaching programs, this will seem like an incredible bargain of a price. One potential participant in this program commented to me that, “$500/month would make me feel a lot more pressure to get a financial return from it, which isn’t a bad thing for business coaching. At $400/month I might feel ok just playing around with ideas and treating it more like therapy/life coaching that I don’t need to see immediate results from, know what I mean?” If this is how you plan to orient yourself during this program, then absolutely don’t sign up. It would make a mockery of the whole thing and others in the program would feel that from you. If you need financial pressure from this program to take what I’m offering in this program seriously, then this may not be a fit. I may raise the price in the next round, but for now I hope you’ll enjoy it as it is.
- your central goal in life and business is to be famous. It’s for those who want to find a way to sustain themselves while sustaining the world too.
- I don’t work weekends. You’ll hear back from me Monday – Friday. If you need a coach who’s available on Saturdays and Sundays, I’m not your man.
- Instant results. If you want to get from nothing to six-figures in six-months, look elsewhere.
- Your business is purely eCommerce. If your entire business is selling relatively low cost items (less than $50) such as books, eBooks, on Etsy and you’re going for scale then this isn’t a fit. I’d commend my Hub Marketing eBook instead and maybe a Puttering Session.
- You are in a busy time with a lot of things coming up in the next six months. If you are expecting a child, moving home, planning big changes and growth in your business, tending to elderly parents alone etc. this might not be the best fit for you. This program asked you for six months of consistent, deep and sustained focus.
“Tad’s mentorship program had a much greater positive impact than I anticipated. I learned so much about what I didn’t know in terms of marketing from my potential client’s perspective instead of my own. Tad has many unique marketing concepts that he states repeatedly in various ways so that over time they became my own and inspired me in whole new directions I hadn’t dreamed of going before the course.
It wasn’t always easy – a lot of times it was difficult to try and express what seemed would be so simple – to articulate who I am, what I do, for whom and why. But Tad was always patient yet consistent in pushing us just past our comfort zone to get to that next level of marketing wisdom and clarity in our business in all these areas and more. He grounded us in niche and pushed us to trust our expression of our POV [Point of View] – one of the greatest filtering and targeting systems for getting new clients I’ve ever heard. This whole concept allowed me to feel way more comfortable and powerful in my own skin in putting myself out there in true-to-me ways.
Having these marketing concepts repeated and lived through eleven other group members was profound. I learned equally from my experience as well as that of others from both our wins and our struggles on a weekly bases. This course takes time, effort, and commitment, but if you are willing to do the work, the rewards you’ll reap will be invaluable and propel you and your business forward ten fold, and you will be so glad that you did.”
— Buffy Maple
What This Program is Not:
- I’m a marketing guy. I’m not a time management guy. I’m not a bookkeeping and accounting guy. I’m not a social media, Google Adwords or Facebook ad specialist. I’m a marketing guy. If you’re looking for a program that will teach you everything you need to know to make your business work, this isn’t it. Having said that, I’ve been in business for about 15 years and I’ve got opinions based on a lot of experience.
- This program is not one-on-one coaching.
- A training to help you sell out that workshop you’re leading in a few months: If you have an event you’re urgently trying to fill in the next 3-4 months and you’re hoping I’m going to give you the answer, I can give you the answer now and save you the trouble:
- 1) Have a very clear niche – know exactly what this event is and who it is for (and what it’s not and who it’s not for)
- 2) Articulate that very clearly and compellingly on your marketing materials
- 3) Connect with local hubs and influencers and get their support in spreading the word
- 4) If it’s a 2-3 hour workshop, get a local hub to host it. If it’s more of a conference or weekend retreat, do as many free intro workshops as you can to fill it
- 5) Do a lot of individual outreach “Not sure this is a fit for you but thought it might be…” kind of thing.
- 6) Find other events similar to yours that have successfully filled themselves up and find out how they did it.
- 7) Cancel it to give yourself more time.
- 8) Create a plan
“Will this help me achieve my measurable, external goals?”
I would guess you might have some goals around how much money you’d like to make in the next year, how much larger you’d like to grow your email list and your social media following and having a structure to your offerings and your sales funnel.
Can this program help with that? Yes. But that’s not what we focus on first. The first thing we focus on is setting up your maintenance systems. Then we will focus on your niche – who you’re trying to reach. Then there’s a deep dive into articulating your unique Point of View.
After we do all of that (which takes around six months with some hustle and allowing for the vagaries of life) then we dive into the external side of things and begin to look at how to market your business, reworking your website, writing sales letters and how to make it easy for people to find you and crafting packages and offers. That sequence matters. Inner clarity first and then outer structure and results.
That’s my M.O.: Clarity first. Results second.
Most entrepreneurs are incredibly fuzzy or generic around their niche and POV.
The work we do here is the difference between those external structures and strategies having a chance and their having little chance at all. And this takes time. It just does. If you’re needing a guarantee of external results within six months, this program is not for you. If you’re needing them in a year, maybe. But we’ll have to see.
But if you’re open to it taking a bit more time in order to lay the foundation? This could go beautifully.
This should also be said: I’m not an expert in all forms of social media. I’m high on the strategic side (i.e. defining niche, POV and hubs) but likely low on the tactical end (e.g. updates on Facebook ads, best ways to market on LinkedIn or Instagram, tactics to grow your email list, how to automate sales funnels online etc.). There’s a lot to know in marketing. I don’t know it all. You may want to rely on other colleagues of mine for various practicalities.
“But what if my niche is fuzzy?”
Well, that would put you amongst 90% of entrepreneurs I meet.
And, in fact, it puts you ahead of the curve. Because of the 90% of entrepreneurs I meet whose niches are fuzzy, I would say that 75% of them think their niche is clear. At least you know yours is fuzzy. Awareness of what you don’t know is a huge step forward.
It’s also important to know that this process of niching never ends. It’s never fully ‘figured out’. Your niche will always be changing a bit as the marketplace changes and as you change. Waiting for it to finally settle before you move can actually be a way of guaranteeing you stay stuck.
But still, would this program be a fit for you?
Likely, and here’s why: first of all, you will have access to my 90-Day Niching Spiral Homestudy course to work through at your own pace. When I release it, it will cost at least $200 USD. That’s included in the program. So, there’s that.
But, even more importantly, there are two vital ingredients needed to figure out your niche: the inner ingredients and the outer ones.
The first ingredients (inner) are your intuition and time for quiet reflection. You don’t need this program for that. You could just buy the home study program and go through it yourself or just reflect on your life experiences and have that side of it handled.
The second ingredients (outer) has to do with external feedback and guidance. That can come from multiple sources. And, if this program doesn’t feel like a fit for you, then I urge you to get this. Here’s where you might look for it:
- The Marketplace: Try lots of little niche experiments. Beta test a lot of things and then notice how the marketplace responds. You can also reflect on what’s worked well in the past.
- Trusted Colleagues: If you can set up a mastermind of sorts full of savvy colleagues who are dedicated to giving you regular, candid, considered and encouraging feedback you will be miles ahead.
- A Marketing Coach: If you can find a marketing coach who really gets niching, this can shave years of time off your learning process.
This program weaves all three of those together.
You’ll be encouraged to get as clear as you can and then try something small and to learn from it, with our help in the group. You’ll be guided directly to the most relevant articles and exercises that can help you get unstuck in your niche.
I promise you there will be people who join this program with one niche and then change it by the end. Some will start clear and it will get fuzzier as they get more honest with themselves. And others will start fuzzy and become more clear.
Having a fuzzy niche is not a disqualifier from this program. But it is one of the ongoing, core pieces I’ll be supporting you in contending with.
$400 USD/month with a minimum six-month commitment.
This can be renewed at the end if it feels like a good fit on both sides. And if you need to step down before that I’d be grateful if you could give me a 30-day heads up so I could find someone to fill the spot. If it’s not a fit, it’s not a fit. As long as you’re in the program, you keep your rate, even if I raise the price for future rounds of the program.
Seven selfish reasons I created this program:
I didn’t expect to put something like this together. I’ve certainly seen my colleagues do this kind of work and programming for years and it seemed like a fine enough idea, but not something I felt particularly drawn to.
But, this past summer, things began to shift for me.
Reason #1: I relish a chance to dig in with a small group of people over time.
I am increasingly in love with this idea and would relish the time to really dig into the work of slow, kind, sustainable marketing together.
Reason #2: People kept asking me.
People kept asking about business coaching with me, but, lacking any container worth speaking about, what was there to invite them to? My one-on-one coaching is $300/hour, which I’ve charged because I don’t much like doing one-off coaching sessions where I feel like I’m constantly winging it and hoping I have something to say. I felt as though I was living in a shack with no furniture and didn’t feel ready to invite people in. And so this program is my attempt to make some sort of virtual log cabin retreat or castle, with a beautifully furnished room for each person, a roaring fire, and fine food – a place worthy of inviting you to.
Reason #3: I joined a mastermind too.
Another reason is that myself and three other colleagues have recently formed a mastermind for ourselves and I can’t even begin to tell you the power of having people you trust to reach out to with quick issues. I’d love for you to have that as well. If you want to grow, you need help.
Reason #4: Steady income for me.
This is so huge. My income has been steadying out over the years but the thought of having a reliable income next year that covers all of my bills fills my body with so much ease. You will be the recipient of my regular gratitude for the way you will be sustaining my livelihood should we make the decision together that it’s a good fit. The prospect of more regular income for me that would allow me to focus on people rather than relying on the constant launch of new programs and never delving very deep with people.
Reason #5: I don’t have to feel like I’m up-selling to you when mentioning other eBooks I have to offer.
You’ll already have them. This is small but I’ve noticed that the more eBooks I write the more I’m making mention of them in my programs and I imagine people sitting and listening and thinking, “This whole thing is a sales pitch for his eBooks!” It’s fine. I talk about the awkwardness I feel about it but it’ll be nice to have that out of the way. And I’m excited to share each new eBook with you as they come out.
Reason #6: I get to work more in depth with the clients I love.
Through my Puttering Sessions, I am coming to love doing some one-off sessions again but, I have long yearned for the chance to really dig deeper with a few clients whose work I admire.
Reason #7: I get stories for my workshops and case studies for my projects.
This may not sound like a big thing for you, but having material for my workshops makes me look good (“He’s so smart and credible! Look how he helped that client! I sure might think about hiring him myself!”) and keeps me from being bored to tears by telling the same story over and over and over.
What will this program be like? Let me paint the picture for you:
It’s Monday morning and you wake up to pour yourself your favourite hot drink as you decide whether or not that stretching and exercise is actually going to happen or not.
You turn on your phone, despite your promise not to open it until after your exercise was done, and there you see it.
There’s a message on Voxer from a fellow Marketing Mentorship Program participant giving you ideas on blog post topics you might use in the lead up to a launch.
There’s a text from another with a link to an article they thought you would like.
You check the Facebook group and there are three trustworthy designers suggested for you to check out as you redo your website, and five people have given you feedback in the group on the headline and subheadline of the sales letter for your new program (which, just from browsing you can tell is going to make it twice as good as it would have been), and one of them has even offered to email it to his list since it’s such a natural fit for his audience.
You notice a strange feeling that is new for you: nothing feels stuck in your business. Nothing is stalled. Now you don’t necessarily have time for everything, but things are generally flowing at a natural, manageable pace for you. The elements of your business are moving. Things are moving. You are feeling increasingly clear about where it’s all going. Your life is feeling more open and spacious than it was. Your business feels simpler.
You used to get stuck small elements of your business and inspiring projects would die on the vine. You used to find yourself so frustrated because you didn’t know how to do things that everyone else seemed to know how to do and you didn’t even know who to call to get help from. But, in this Marketing Mentorship Program group, there always seems to be at least one person who has some kind of idea, some kind of resource, that’s the perfect thing to help you get moving again.
You realize that there’s another thing you’ve stopped feeling in your business: lonely. You don’t feel lonely anymore. You’ve got this group of people who are looking out for you, who have your back.
You take one more sip of your hot drink and decide to exercise. You had told everyone in the group this was important to you and, seeing their messages now, you’re reminded of this. You turn off your phone and begin your day and your week the way you’d always hoped you would begin it when you first started your business.
“What technology will I need?”
Four Pieces of Technology You’ll Need For This Program:
One of my least favourite parts of business is being tech support for people so, walking into this program, I’d like to know you’re familiar with the basics of how to use the following four pieces of technology and that you have someone in your life who can help you if you get stuck.
1) Phone/Skype: The weekly calls will take place via a bridge line (local numbers will be provided so there will likely be no long distance charges).
2) Facebook: Most of the conversations we have will be typed into our private Facebook group.
3) GoogleDocs: You’ll need to learn how to use this. If you can use MS Word or Pages, you can use this. You’ll be sent a link to an online folder where your Mentorship Program work will be held so that we can work on it together. This means you’ll have to have (or create) a gmail account.
4) Voxer: This is a special app you put on your phone that lets us text and send voice messages to each other. And it has a button that makes it sound like a walkie-talkie. I reserve this app on my phone entirely for my assistant and mentorship clients to ensure that messages are kept track of. You can think of this as your emergency hotline. You can send me voice messages when you have quick questions. I’ll usually get back to you within 48 hours at the most but sometimes immediately. This isn’t a required piece of technology for the program, but it’s available to you.
“When I started out, I had a limited web presence and limited experience selling on-line. I wanted to learn how to create a compelling sales page that would describe my core offering (which I also didn’t know what it was).
Tad helped me identify the low-hanging fruit of “Intimate 1-1 Coaching” and with his help, I created a really solid sales page that has brought in the 4 1-1 clients that I was hoping to get. This has been life-changing. Firstly, because I now understand experientially that it’s possible to make a living from an on-line business, and I have a better idea of how to do it. And secondly, because having the stable base of monthly income flowing in has freed me to experience the kind of life I’ve been craving! I’m salsa dancing 5 days a week, teaching yoga and generally having the best time of my life.
Although Tad would likely never say this, I think one of his special gifts is intuition. In his coaching, he highlights things that are in alignment with my true direction. For example, during one of our mentorship calls I mentioned in an off-hand comment that I thought that the realms of love, sex and genius are all related and that they have an impact on each other. He jumped on it! From there, he urged me to explore how these three things were related in a Venn Diagram. As I played with it, new content emerged that is now foundational to the Point of View that I’m writing about. It’s also foundational to the work I’m doing with clients. His encouragement to explore this point of view and to REALLY flesh it out and do it justice has spurred me in an entirely new and tremendously rich and satisfying direction in my business. This will have an impact on me and everyone I touch, likely for the rest of my life. What is the value of that guidance? It’s absurd to even try to think of a dollar amount.
To that end, I think of this program more as a creativity incubator than anything. Tad helps to massage, un-block and tease out your creative self-expression. And then, there’s the simple human fact: Tad’s a really great person, that I just want to be around. I enjoyed the chance to regularly hear his perspective, Vox with him, listen to his jokes and just be around him while he’s in his zone of Genius.
I’m so grateful to Tad for his guidance and I recommend his program highly. The value is there. No question.”
— Karen McMullen, lovesexgenius.com
Why sign up now?
If this feels like a fit, there are a few compelling reasons to consider signing up nowish beyond the obvious, “The sooner you start the sooner your business will grow.”
Reason #1: My first round of this program was $300 USD/ month. Now it’s $400. I will likely raise my prices on this again the next time I open it up as the program improves and more content from me is added.
Reason #2: I will only be opening up new spaces when people on it decide to step down. I have no idea how often that will happen. If you don’t sign up now, I can’t guarantee when you’ll be able to get in.
“I want to but I can’t afford it.”
Sometimes that’s true and, often, if you dig deeper, what’s more true is, “This isn’t a priority to me right now.”
I can’t tell you how many times I’ve seen people say, “I can’t afford that,” and then spend thousands to go to a yoga teacher training in Thailand. I can’t tell you how many times I’ve done this myself.
The first question is, “Is growing my business a priority?”
And it might not be.
I know some people who, when they get really real with themselves, realize that they just want their business to be a hobby on the side. Which is wonderful. I know others who finally get real that they want to treat their business like a business and grow it. Also wonderful.
If you decide you want to grow your business, then the next question is, “What am I willing to invest?” And that means time, money, energy, etc. There’s no growing a business without investing in it. Period.
And then there’s the important question of whether or not this program, or any other program, feels like the right fit and the best investment of your dollars. And this program might not be a fit for where you’re at.
But, whether it’s my program or someone else’s, getting the right help can save you so much needless frustration and wasted money. It can shave years off your growth as a business. It can save you from being stuck on the same point for years and years when it could have been fixed quickly and likely even painlessly.
But it might be helpful if I were to contextualize the price:
This program is $400 USD/month plus twenty hours (of your work) per month.
I know of many programs where you would pay much more and get far less than I’m offering. You can look around yourself at what my colleagues are offering. There’s every chance I am undercharging for this program and underestimating how much of my time and effort it will take.
$400/month works out to $13 USD per day. And you will have access to me every single day via Voxer and the Facebook group. Buy a latte and a croissant most mornings? There’s your $13 (at least). I say this to point out that often, many of us can find this kind of money right now if we want to badly enough.
Stated differently: That’s $100 per week. And you’ll have a 90-minute call with me every single week. I would normally charge $450/hour for 90 minutes of my time. Of course, not all those ninety minutes will be focused on you. But, assuming there are six people on the call, that would mean you would be getting 15-minutes of my focused time every week on the phone.
That’s not including all the support you will likely be getting from the group members.
That doesn’t include the $700 USD worth of materials that you will be getting (plus more soon) which, if you look at it this way actually ends up covering the first two months of the program Marketing Mentorship Program.
If you’re able to come to the live retreat in Edmonton? Believe me when I say I would feel very comfortable charging $1000 for that – at the very least.
If you wanted to have one hour long coaching call with me, the cheapest you could get that for would be $100 USD. But there’s a waiting list for that so it wouldn’t happen right away. If you wanted to get it faster, you could pay my full rate of $300 USD.
If you wanted me to spend an hour reviewing a typed document (e.g. work on your niche, your point of view, a sales letter or home page) that costs $300 USD/hour.
So, if you did one Puttering Session and one GoogleDoc session a month, that’s $400 USD/month. And that’s nowhere near as much as you get in the Mentorship Program.
Over the first six months, the financial investment into this program will be $2400 USD. I know a lot of coaches who’d charge that much while offering far less time and content.
Bottom line: there’s a lot of value here for those who are ready to use it.
Three Additional Useful Things You’ll Get:
ADDITIONAL THING #1 – Recordings:
There will, of course, be recordings of all of the calls in case you have to miss them.
ADDITIONAL THING #2 – Guest Hosts:
From time to time, I’ll be bringing in my favourite colleagues to share the best of what they know with you.
ADDITIONAL THING #3: Grandfathered-In Pricing.
If you join in this first round of this program, then you will be offered this same price of $400/month for the Marketing Mentorship Program, even if I raise the price. You’ll have to pay the set price by the third round (should we ever get that far).
“The mentorship with Tad really helped me to develop my business map and a strong Point of View. I gave up on all clever templates and developed a very clear understanding of what I bring into the world. It’s like growing roots with my very personal know-how, and I can really tell the difference with the response I get to my work. Our business doesn’t need to be manipulative (and it shouldn’t be). The real shift happens when we get truly clear about our work. Thank you Tad.”
— Katherinea Zuleger, katharinazuleger.com
In case you missed it:
You’ll be getting all of the products I sell on my website.
All of them.
Even my Niching Spiral Homestudy program.
AND you’ll also be getting products that I don’t sell on my website.
For example, the five following workbooks are from my Meantime 30-Day Cashflow Challenge that I only run once per year for $300. And Part 4: The Low Hanging Fruit, is worth the $300 of that program alone.
The Meantime: Part 1 – Getting Ready
This is the workbook we use before The Meantime gets started to help people orient and get ready.
The Meantime: Part 2 – Physical Space
Your short workbook for the first week where we’re focusing 100% on getting your physical space in order. Many people find this one of the most impactful weeks of the whole course.
The Meantime: Part 3 – More Space
The Week Two workbook focuses in on creating emotional, social and financial space as well as more space in your calendar.
The Meantime: Part 4 – Low Hanging Fruit
At 130 pages, the Week Three workbook is packed with 35 or so specific, actionable, fast-acting and profit-producing tactics you can apply immediately in your business to bring in more money.
The Meantime: Part 5 – Planting Seeds
The Week Four workbook takes a look at some of the core ideas you can integrate long term to make sure The Meantime is something you won’t have to re-visit for a long time.
These five eBooks include over 200 pages of easy to apply tactics designed to get you cash-flow immediately.
And, again, you’ll also get access to my full, 90-Day Niching Spiral Homestudy program which has more than 300 pages of material divided into bite-sized, well-organized, actionable chunks. I’ll likely be selling this for something in the neighbourhood of $300.
And that’s not even mentioning all of the materials I have on my laptop from colleagues who I could never sell but that I will be happy to share with you as my core group of clients.
And that’s not evening mentioning the future eBooks I an currently working on. As long as you’re in the program, you’ll continue to get all of the eBooks I create for free.
“So much reading!” This might seem overwhelming but take a deep breath because…
None of this is required reading.
I will be there to hold your hand the whole way and make sure you’re only reading what you need to read. I can promise that you may never need to touch some of these materials. But, when you need them, they will be there for you and you won’t have to pay a penny for them.
I will be there to make sure you don’t read anything that isn’t what you need. I will be there to make sure you read as little as possible.
Consider it like an old family library full of books on useful topics. They’re just sitting there waiting for you on their old wooden shelves, smelling wonderful and telling each other stories after you’ve gone to bed.
Lowering Your Risk:
This is a considerable amount of time and money to be spending and, if I were in your shoes, I’d be thinking about this many times over, talking to my partner, and looking at my bank account and financial projections before I even considered signing up for something like this.
I’ve done my best to lay it out here but I absolutely understand the need to talk to me about it. If you’d like to set up a time to talk on the phone, then just drop me an email and we can talk. It won’t be a sales call. It will an, “Is this a fit?” call.
Lowering My Risk:
All that I ask is that, if you sign up and, at some point it becomes clear it’s time to go that you give me as much heads up as you can – thirty days minimum – so that I can find someone else to fill your spot. If you cancel out of the blue the next month’s payment will likely be processed to cover time to find a new person. But we can talk and work it out in a win-win way when that moment comes.
If this feels like a fit . . .
Just click on the link below and fill in the short and sweet application form. It costs $400USD to apply. If you’re accepted, this will be your first month’s payment. If not, it will be refunded in full.
If this isn’t a fit, then you might want to check out:
- one of my products. if you’re not sure which one, please feel free to email me and I’d be happy to discuss if there’s anything I have that might be of value.
- if money is really tight and you need cashflow asap, then I recommend my program The Meantime.
- booking a half-day or full-day session.
- book some one-on-one coaching.
If I think it’s a fit from what I read your application then we’ll schedule a 60-minute to welcome you into the program.
p.s. This program makes no pretensions about being a virtual village, but it is steeped in a commitment to village-mindedness. If we arrive at any sort of real semblance of an online community, that will certainly be something but there will be no premature use of the word “we” in this group.
And, frankly, I don’t imagine that “being a part of an online community of strangers” is what you’re looking for.
You want more clients. You want a steadier cash flow. You want your business to produce more income with less effort. You want, in short, a more sustainable business.
But, I think you may find that having a small group of people who are mindful of your business, sharing their outside perspectives on it and willing to help when they can, could make a big, big difference for you.
p.p.s. The longer you stay in this program, the more you’ll get from it (until you don’t). I’ve had a few clients in this program for a year and a half and I think they’re the ones who’ve had the biggest breakthroughs of anyone. Growing a business takes longer than we usually think it does.
p.p.p.s. Life doesn’t seem to obey the 4/4, marching time of much of modern music. I think the old folk songs captured it better with a variety in the time signatures, some swing to them and changing tempos throughout.
At that point, Tad introduced his Marketing 101 class, five calls dedicated to the work I had just done. I was excited to get some live feedback and answers to some of the questions that had just come up. I didn’t want to be on a call with 500 other people, so I asked if I would have an opportunity to ask a question, and he replied promptly that I would likely have 5 questions- 1 per week I could get help with. This inspired me to make the leap and I joined. The work we did in that 5 weeks really showed me Tad’s amazing dedication to every person he works with coupled with a very generous heart. I realized that if I could get so much in just 5 calls, what 6 months of the mentorship program could really do for my business.