Today’s post is a long one, but well worth reading if you want to get more sales from BETTER prospects who VALUE who and what you are as a PERSON. This example is from Yvonne McIntosh, one of our Diamond Members who has graciously accepted to show the process involved.

The strategy of preeminence – A personal bio ‘Before, During and After’ Case Study

First, let me show you the bio she started off with: THE BEFORE PICTURE so-to-speak:

Yvonne McIntosh: A Short Bio

Yvonne McIntosh is Founder and Managing Director of the coaching and training company Life Leaders International Pty Ltd. She is one of only 9 registered Clinical Master Practitioners and Certified Trainers with the Australian Board of Neuro Linguistic Programming (NLP).

Before starting her own private coaching practice Yvonne worked:

–    for one of the top 5 banks in Australia as a performance management and leadership specialist as well as a coach, where she won a prestigious award for performance increases in a 400 people call centre of up to 15%
–    before that she worked as a management consultant coaching and developing executives and working on company restructure projects in Australia and Germany

She has:

–    tertiary qualifications in Business Administration and
–    more than 10 years of coaching and training experience

Yvonne offers a one hour phone ‘Break Free’ Session to business owners who are serious about wanting to permanently free themselves from self sabotage or mental blocks that have been stopping them from moving their business to the next level. To find out more go to www.lifeleaders.com.au/special offer   .

Most people ‘settle for something like this – if you’re exponential, like Yvonne, you don’t.

I’ve reduced the process to three simple steps:

Step #1: Capture all the details, accomplishments and achievements – the ‘Before Picture’.

Yvonne’s additional details (first draft) are:

Yvonne was born in Germany, studied in Hamburg graduating with a Bachelor’s degree in Business, and due to superior academic results and English language skills received as 1 of only 2 people a scholarship to study at Sydney’s Macquarie University for a year.I had a major essay published about the impact of the introduction of the Euro on the German economy (that was before the Euro was introduced, so based on predictions)

Met her now husband there in 97 and in the year 2000 decided to move to Sydney, leaving behind her entire network in Germany to be with her husband. Rebuilding the network (my first job was as a TAFE teacher for business communication got it within 2 month, then within 6 months moved into management consulting taking on the management of the company’s largest new account – a 5 year Leadership Development program for approx 150 people

Completed my NLP Trainer Certification as the Dux of my class with Pip McKay one of the most established trainers in Sydney (she is recognized for high quality training)

Passionate horse rider for 25 years
Competitive horse riding now on a horse I trained from scratch a number of ribbons to my name, taught at Sydney Riding School for 5 years every Sunday morning,

Step #2: Consolidate the story that makes sense to the reader who is your ‘ideal’ prospect or client – The ‘During Picture’.

Yvonne McIntosh
Bach. Bus Admin, CMP (NLP), CT (NLP), CTT, etc. (put ALL the designations here)

Coach   |   Trainer   | Equestrian  | Speaker

Yvonne McIntosh was born in Hamburg Germany, in the heart of what became the European Union, a world-class economic territory and one day be the subject of an essay that won her a prestigious academic scholarship that brought her to Sydney Australia where she met her husband.

I her essay published about the anticipated impact of the introduction of the Euro on the German economy, Yvonne revealed the 7 geopolitical forces involved and the impact  of the currency’s integration into one of the world’s top economic territories.

Leaving Germany behind, Yvonne quickly re-built her network. Within 2 months she  landing a teaching position in business communications followed 6 months with a management consulting mandate taking on the management of the company’s largest new account – a 5 year Leadership Development program for approximately 150 people.

Yvonne then moved up the corporate ladder, with a stint at the Commonwealth Bank of Australia as a performance management and leadership specialist as well as a coach where within 30 seconds (joke inserted to make the point that it’s important to be a timeline to this!), she was awarded the bank’s prestigious CEO Success Award. Presented to only 13 other executives, the award recognized Yvonne’s team and leadership skills that increased the performance results of 400 debt collection agents by a remarkable industry-leading 15%.

A consummate equestrian for the past 25 years, she has won several gymkhanas, competitions, show jumping and dressage events including the elite… (you need to itemize them here for impact!) as well as teaching Riding Lessons at the  Sydney Riding School for 5 years every Sunday morning,

Completing her NLP Trainer Certification led by one of the most established trainers in Sydney, Pip McKay Yvonned graduated at the top of her class. You need to expand on this as I have with my bio… you need to explain why it’s important and relevant to the reader. Re-read how I tell my academic story… [Graduating with a Double Major in Hydraulics and Geotechnical Engineering in 3 years – most students take 4 or even 5 years), Dr Dussault went on to acquire an Executive MBA (Graduating with Honours). Subsequently, as a part-time faculty member, he taught in the MBA program as well as completed coursework towards a Ph.D. in Entrepreneurship [In the World’s only bilingual Ph.D. Program held in not one, but 4 universities concurrently!]

…more than 10 years of coaching and training experience and certification as a Registered Clinical Masterpractitioner with the Australian Board of NLP, certified Masterpractitioner of Timeline Therapy, Matrix Therapy and Hypnotherapy and Certified NLP Trainer

Yvonne McIntosh is Founder and Managing Director of the coaching and training company Life Leaders International Pty Ltd and is one of only 9 registered Clinical Master Practitioners and Certified Trainers of Neuro Linguistic Programming (NLP) in Australia guaranteeing the highest quality breakthrough sessions, coaching and self-mastery programs empowering ambitious business people to INSTANTLY remodel their self-image to confidently face any business challenge head-on with RESULTS GUARANTEED in 6 sessions or less.

Before starting her own private coaching practice Yvonne worked: You need to re-word this in the same style as above…

Some of the results Yvonne has achieved with clients in her coaching practice are:
–    overcoming depression to lead a normal productive life,
–    overcoming public speaking phobia managed with prescription tranquilizers leading to confident drug free public speaking
–    overcoming various anxieties and limiting beliefs leading to increase in business turnover by 20%  which was twice that of the previous year
–    going from fears of making and receiving business phone calls and facing conflict to facing these situations with confidence
–    stop procrastination to get a new business project off the ground that is already making money

Can you feel it starting to evolve? The main storyline is there and it’s of interest to you IF you are the TARGET audience that Yvonne is looking for – an achiever that is not living up to his or her true potential and has the desire to have a breakthrough…

So the next step is the real kicker, where it all gets transformed. I call this Killer Kopywriting, speaking in a language that resonates with the audience and excites them about the message you are delivering.

Step #3: Write it in Killer Kopy style for maximum impact – The ‘AFTER PICTURE’

Yvonne McIntosh
Bach. Bus. Admin. CMABNLP (NLP)

Coach   |   Trainer  |   Speaker   |   Breakthrough Creator   |   Equestrian

Yvonne McIntosh was born in a small town in rural northern Germany, in the heart of what was to become the European Union, now one of the top 3 world-leading economic territories. Her beginnings, although humble, led to the inclusion of one of her essays revealing her unique take on “The Challenges for the German Economy from the Introduction of the Currency Change from Deutsch Mark to the Euro” in a prestigious academic text published by one of her professors.

Her academic achievements whilst studying Business in Hamburg along with her fluency in English won her a prestigious academic scholarship that brought her to Sydney, Australia where she met her husband and was conferred a Bachelor of Business Degree studying East Asian Economies that she completed ‘with distinction’ having taking courses in both German and English!

In her thesis, Yvonne anticipated the impact of the introduction of the Euro on the German economy, remarkably predicting many of the psychological effects the new currency would have on pricing policies throughout the Euro zone years before they happened.

Once in Australia, Yvonne quickly re-built her corporate and business network. Within 2 months, she landed a teaching position in business communications and within 6 months took on a management consulting mandate at Marlow Hampshire, a Niche Consultancy specializing in Leadership Development programs with its largest new account – developing a 5-year Leadership Development Program for 150 people.

As Yvonne moved up the corporate ladder, she worked at the Commonwealth Bank of Australia as a performance management and leadership specialist as well as a coach. Within 3 years, Yvonne was awarded the bank’s prestigious CEO Success Award, recognising her expertise, team-building, leadership skills and commitment resulting in the individual performance results of 400 debt collection agents to increase by as much as 15%.

A consummate equestrian for the past 25 years, she has placed in 90% of all dressage competitions she has entered in Australia, winning more than 20 awards including ‘Reserve Champion’ at her very first competition in Sydney, on a horse she schooled and trained herself from scratch – an achievement that is testimony to her passion, resilience and commitment to excellence. Up until 2 years ago, on Sunday mornings, Yvonne could be found on her horse, teaching Riding Lessons at Samarai Park Riding School in Sydney.

Completing her Neuro Linguistic Programming (NLP) Trainer Certification led by one of the most established NLP trainers in Sydney and the Creator of Matrix Therapies, Pip McKay, Yvonne graduated at the top of her class. Consequently, she became a licensee trainer with Mrs McKay, one of a very select group of hand-picked trainers to teach Mrs MacKay’s techniques exclusively across Australia. NLP, the study of our mind and how we experience the world and make sense of it using language, provides us with a ‘User’s Manual’ for the mind so we can communicate more effectively with ourselves as well as others, change habits and thinking patterns and clear negative emotions from the past.

Yvonne McIntosh is Founder and Managing Director of the coaching and training company Life Leaders International Pty Ltd and is one of only 9 registered Clinical Master Practitioners and Certified Trainers of Neuro Linguistic Programming (NLP) in Australia guaranteeing the highest quality breakthrough sessions, coaching and self-mastery programs empowering ambitious business people to INSTANTLY remodel their self-image to confidently face any business challenge head-on with RESULTS GUARANTEED in 6 sessions or less.

In all, Yvonne has invested more than 500 hours of certification training and close to $100,000 over the past 10 years to obtain the highest credentials in Timeline, Hypnotherapy and Matrix Therapy accreditations as well as NLP.

As an entrepreneurial small business owner, experienced property investor and an elite Diamond Member of Marc Dussault’s Internet Mastery Program, she knows first-hand the breakthroughs required to be successful in business whilst maintaining a work-life balance equilibrium.

Established in 2006, Yvonne’s private coaching practice has thrived largely on an abundance of word of mouth referrals from her satisfied clients – high level executives, small business owners and individuals committed to no longer settling for anything but living up to their true potential.

Some examples of the life-changing results her clients have achieved include: One client who overcame major long term depression to lead a normal productive life within 5 months, a lady who defeated her public speaking phobia abandoning her prescription tranquilizers in 6 breakthrough sessions over 12 weeks, another who stopped procrastinating and finally removed his anxieties and limiting beliefs that led to an immediate 20% increase in his business turnover that doubled his previous year’s profits and lastly, the business owner who, in less than 3 sessions over 2 weeks, went from panicking about making and receiving business phone calls to regaining his lost confidence so his career could get back on the fast-track.

Yvonne McIntosh can be contacted at:

Life Leaders International Pty Ltd
Gladesville NSW 2111
Phone 0401 910 675
Web www.lifeleaders.com.au