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BADASS

YOUR BRAND
The Impatient Entrepreneur’s Guide
to Turning Expertise into Profit

S U P P L E M E N TA L
WORKBOOK
P I A S I LVA
BADASS YOUR BRAND
The Supplemental Workbook
We made this workbook to keep you motivated, and
give you a place to keep all your “Shake Your Badass”
answers, and generally because we just liked making it.

Enjoy!

Pia & Steve

@Pialovesyourbiz @Stevewasterval
CONTENTS

5 Why A Badass Brand?

10 Lesson #1= Love + Profit- Badassery

12 Lesson #2- Charge Like a Badass

16 Lesson #3- Build a Badass Brand that Sells Itself

20 Lesson #4- 4 Angles of Badassery

22 Lesson #5- 50/25/25 Formula to Badass Profit

28 Lesson #6- Just Say No

32 “One Thing”

36 Oath Of Badassery
WHY A BADASS BRAND?
Badass branding is specifically
designed for anyone who sells their
own services: soloprenuers and
small business owners who want
to start attracting ideal clients who
appreciate their hard work and
show it by paying accordingly.

THAT’S BADASS.

5
7
SOME LINGERING BULLSHIT You are not badass.
YOU MUST LET GO IF YOU
WANNA BE A BADASS:
Everyone is doing
better than you.

Your brand is all about


what you do and the
service you provide.

If you want a
successful brand,
copy Apple, Nike,
and Starbucks.

9
LESSON #1
LOVE + PROFIT = BADASSERY What is the most profitable thing you do and sell?

(Remember, not necessarily your highest priced offering!)


Answer the following questions:

What is your favorite thing to do and sell?

• What part of your business gets you jumping out of bed?

• Who are your favorite past clients? Explain why they are your
favorite. Imagine if all your clients were like these clients.

Who are your favorite past clients?

Explain why they are your favorite.

What do you stand against in your industry?

• What do you hate about your industry


that you think you could do better?

• What do you hate about how you currently work?

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LESSON #2 What’s your unique point of view?
CHARGE LIKE A BADASS, • Forget what appropriate, forget what others are
POSITION YOURSELF AS AN EXPERT doing, and go with your gut. What are you bringing to
the table that other people aren’t?
Answer the following questions:

What’s your process?

• What do you normally do for free


and how can you charge for it?

• What about it is the same each time?

• What parts can you streamline? How do you charge?

How can you turn your hourly services into a


flat rate product? (more to come on this)

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15
LESSON #3
STOP SELLING, BUILD A BADASS How would you determine if someone was a
BRAND THAT SELLS ITSELF perfect fit for you?

Answer the following questions:

What’s the “one thing” you want someone to


remember about you?

Write a list of questions you would ask a potential


client to figure out if they were the right client for you.

What qualities do you look for in an ideal client?

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LESSON #4 Fill out the 4 angles matrix. Brainstorm all possible angle
opportunities. Don’t limit yourself to what you think is doable!
THE 4 ANGLES OF BADASSERY Just start by imagining what’s possible. You can decide later.

Fill out the 4 Angles Matrix: ANGLE #1: TARGET MARKET ANGLE #2: BIG PERSONALITY

ANGLE #3: SALES PROCESS/LEAD PRODUCT ANGLE #4: PRODUCTIZATION/BULL’S EYE PRODUCT

21
LESSON #5 Plug these numbers into the formula to see what
prices you need to charge
(Use chart on next page)
THE 50/25/25 RULE TO PROFIT & FREEDOM TM

1. Your baseline revenue in 4 weeks, 3 weeks, 2 weeks, and 1 week


Answer the following questions:

2. Your goal revenue in 4 weeks, 3 weeks, 2 weeks, and 1 week


Baseline Revenue Goal:

How much do you need to live in relative comfort?

$MONEY per month =


Where are you now in relation to these numbers?

Cushy Revenue Goal:

This is a goal revenue amount on the higher end of comfort. Brainstorm ways to increase the value of what you offer
in order to steadily raise prices to move towards your
$MONEY per month = goal revenue numbers.

1. How can I increase the value of what I offer?

How many hours, on average, does it take you to


deliver your average Bull’s Eye Product?
2. How can I decrease the time I spend on each project without
Y hours = decreasing the value I provide?

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THE YOUR TURN:

50/25/25
RULE TO PROFIT & FREEDOM
(Your answers for the questions from the previous page)

KEY
Revenue Goal: $MONEY per month
Time per client: Y hours

How to find the 50/25/25 Rule to Profit & Freedom:

80/Y hours = #CLIENTS per Month


(*80 hours represents 2 weeks of work, or 50% of your time*)

$MONEY per month


= Target Price Per Project For Freedom
#CLIENTS per Month

25
Harness the power of using the word “No” in
your business dealings with potential clients
to start getting fans and charging more.

Nobody is saying it’s easy, it hurts to leave money


on the table, but having the guts to say “No” will
do wonders if you are badass enough to do it.

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LESSON #6 Visualize a situation where you don’t need money.

Who would you say no to in that situation?


THE POWER OF “NO” How close can you get to that in the real world?

Answer the following questions:


Be honest- are you ready to say no? What’s stopping you?

• Make a list of all the things in your life that are requiring you
Make a list of your current clients that you to say yes in the short term to not-so-great clients- how
wouldn’t say yes to again and why. many can you eliminate (just for a little white!!)

• Which clients do you currently have that you would dump?

• What can you do during the gap to shorten it as much as


possible? Make a list of all your resources- past clients, your
network, events, etc… and how long will it take you to re-
educate them on your area of focus?

Visualize saying “no” to these clients.

Instead, use the conversation as a way to educate them on


what you specialize in!

Practice practice practice your pitch, explaining


your speciality and your value and, if you have it,
your lead product.

Define your parameters: when will you say “no” to


a client in terms of price, scope of work, etc…

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31
ONE THING ASSIGNMENT:
Ask yourself:
Brainstorm potential “one thing(s)” Could my competitors say the same thing?

NOTES: NOTES:

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35
OATH OF BADASSERY
I hereby solemnly swear, that from now I will
embody my badassery more fully, and with more
gusto, than I have up until now. For me, and where I
am in my business today, this means

MY “ONE THING”

Subscribed and sworn before me this _____ day of

_______, and contract perfected. Sign below.


NO MORE BAD CLIENTS LIKE THIS

X
WHAT I’M AGAINST YOUR NAME

37
Badass brands require guts, because
being loved by some means being
misunderstood, and even disliked, by
others. They stand against something
as much as they stand for something.
Badass brands are brave, sometimes
irreverent, and always unapologetic &
for it they gain a kind of loyal following
that can’t be bought, only earned.

GO FORTH MY FRIENDS, LOOK AT


FEAR IN THE FACE AND LAUGH

BECAUSE YOU GOT THIS.

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