BESS 2011

Want to fill your seminar with over 100 people flying in from all over the world… with only a salesletter and two emails to get the ball rolling?

When I checked my Inbox, the message from billionaire entrepreneur Anne McKevitt arrived at about 9:30am on a Friday morning. After a brief hello and a personal message, it mentioned simply:

“If you’re not too busy this weekend, maybe you could take a look at writing up a one-page teaser for a new event I’m planning for a few weeks from now.”

You know, for someone as direct and outspoken as Ms. McKevitt can be, sometimes she’s the queen of understatement!

As it turned out, that “one-page teaser” quickly exploded into four 20-hour days of writing, strategic planning, concept and offer development, and a flurry of digital and voice conversations between 4 team members, spanning 3 time zones and 2 continents…

Business Evolution Strategy Summit

To create a website and email-based sales funnel announcing the North American launch of her new, elite business-coaching program — at a 2-day seminar scheduled less than 6 weeks away!

Fortunately, our previous successful collaborations gave me plenty of the background info I needed to bring her sales story alive. And Anne’s razor-sharp business mind and masterfully strategic PR vision combined with promotional insights from me and her production team to get a mountain of work done in record time.

Want a little behind-the-scenes insight into the mind of a billionaire entrepreneur?

Keep in mind, your best clients come back to you for one simple but critically important reason…

You help them get the results they’re looking for.

That’s why Anne says she’s worked with me to create her new product-launch promotions again and again — even though she retains more than 10 copywriters on call at her own production studio!

Apparently we speak the same language, more often than not. And while we both like to share a good story once in a while, we zero in to get the results she wants, too.

Now you’ve seen other stories here, here and here about the work I’ve done with Anne McKevitt, the “Billion-Dollar Woman” serial-entrepreneur currently based in Australia.

She consults, advises and mentors business leaders from mega-companies all around the world… with direct access to executives at many of the business giants you’d recognize as household names like IKEA, Wal-Mart, Hewlett-Packard, Ernst & Young, Toyota, Marks & Spencer, and Mercedes (to shamelessly name-drop a few.)

And although we don’t talk often, we do keep in touch through email, Twitter and the (very) occasional phone chat. Needless to say, as the busy CEO of more than 22 multi-million-dollar companies at any given time, Anne makes sure…

Those conversations are EXTREMELY focused.

Even so, when the time came to design this offer and sales funnel, she outlined what she had in mind and the general promotional slant she wanted to take. And then she let me run with it, asking my opinions and suggestions to expand and tweak the offer to perfection as we went along.

It was a continuous collaborative process between us and her team of world-class experts, from the first email contact to the final wee-hour minutes of a 4-person conference call as we put the last few website tweaks in place.

In short, she’s an expert who relies on other experts to bring their best to the table. And though she has the final say on what gets used (of course), she opens the discussion to include results-based perspectives she may not have considered.

So how did it all turn out?

When I arrived at the hotel in Los Angeles for the event a few weeks later, the auditorium was filled with over 100 people sitting at wall-to-wall tables in front of the stage. (Yes, the offer even convinced ME to jump on a plane… besides, it was a chance to meet a couple of my favorite clients face-to-face for the first time!)

Bit by bit, I realized that the event’s attendees had arrived from all over the world, including New Zealand, Singapore, Australia, Germany, France, and Switzerland… and Montreal, Vancouver and Toronto in Canada.

Plus many cities throughout the US, including people I spoke with from Florida, Georgia, Michigan, New York, Seattle, and California. I’m sure I’ve missed a few spots… after all, I didn’t get to talk to EVERYONE there!

Here’s the point…

Right after the first email was sent out to one small segment of Anne’s email database of subscribers, our direct contact had virtually dried up during the weeks leading up to the seminar. After all, we were both quite busy. Anne later revealed that her focus had immediately switched to the sale of 2 of her multi-million-dollar companies — and the purchase of 2 others!

Back at the hotel in LA, it soon became clear that about a third of the attendees had never heard of Anne McKevitt before this seminar. And of course, that’s a good thing.

Entirely the point of a business launch event, wouldn’t you say?

However, as it turned out Anne hadn’t done any further promotion after the first two emails went out announcing the seminar to her subscribers, directing readers to the compelling salespage you can see in the monitor graphic above.

Of course, we included a few built-in viral components that made it easy to pass the message along to their friends and colleagues. Almost irresistible, actually…

So in spite of a planned direct-mail letter campaign and press releases that never got sent, the launch was still a success. Enough that Ms. McKevitt has now planned 3 more workshops like this one, scheduled to take place in three different North American cities during 2012.

Definitely a must-attend event if you’re a big-thinking entrepreneur who’s ready to jump-start your business to the next level. Or if you want to be.

And if you’d like to generate similar results for your business idea or product launch, give me a call. I’ll bet we can get you there with a strong offer and a solid plan…

Starting with the right words, of course.


  • That’s such great insight. I was one of those who heard about Anne’s offer through it’s viral juice. I had a conflict and couldn’t make it for the LA event, but was able to learn enough through tweets and such. I do plan to make it to one of the events this year. Hope I get at least the six weeks of heads-up.


    • says:

      Hi Beatrice,
      Thanks for your comment here. If you like, I’ll let you know when plans are solidified for the BESS events Anne has planned for 2012.

      So far, Toronto is “heavily penciled in” for May… that one’s pretty close to you! And if you decide to attend that one, be sure to let me know. I’d be thrilled to meet up with you there.


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