Authority Empire Magazine Issue #4 - Anthea Horvat

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AUTHORI T Y

THE

BEST

MARKETING TACTICS I EVER LEARNT

PUTTING SYSTEMS

IN YOUR BUSINESS

BONUS ISSUE

INCLUDING IVONNE ALEXANDER, DR. KEN CHRISTIAN, TODD GASTER

FAST TRACK to Your

ULTIMATE BUSINESS


PHOTO CREDITS: Moriah Diamond Irene Vizcaino Jeff Titterington Rodrigo Mendez COVER PHOTO: Moriah Diamond

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TOUCH AUTHORITY MARKETING FILMS

11523 Palmbrush Trail #311 Lakewood Ranch, FL 34202 EDITOR

Matthew J Peters EDITORIAL DIRECTOR

Fiona Peters

EDITORIAL ASSISTANT

Wesley Beggs

ART DIRECTOR

Caley Curchy

CONTRIBUTORS

Dr. Ken Christian Matthew J Peters

CONTACT info@AuthorityMarketingFilms.com

OUR MISSION IS TO POWERFULLY AND ACCURATELY COMMUNICATE OUR CLIENTS’ VALUES AND MESSAGES TO THE WORLD IN A WAY THAT BEST SERVES THEIR CLIENTS AND OUR CLIENTS’ LONG TERM BUSINESSES.

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hank you for picking up this issue of Authority Empire Magazine. We publish this magazine to showcase thought leaders with worldimproving messages. As this magazine evolves, we will be including your feedback and letters as well. Let us know what you think by messaging us at info@authoritymarketingfilms.com. Authority Marketing Films is an experiential media production agency. With in-house production including pro video production, e-magazines, social media syndication, blogging, podcasting, books, online profit funnels and membership sites. All media we create is focused on bringing our clients more exposure, increased sales, and increased transaction amount; thus attracting even more leads and engagement.

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Our philosophy is that branding is the task of clearly and elegantly communicating who you and your company are, what you are all about and transfer your ultimate value and quality to your ideal prospects. Many agencies create a fancy facade, template ‘rockstar’ personality or create something specifically focused on building the agency portfolio or awards accumulation. This is not about us; this is about you and how you lead the market even more powerfully by effectively communicating your legacy. We help visionaries reach more people further, faster and more elegantly.


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BY ANTHEA HORVAT

THE BEST MARKETING TACTIC S

o you want to attract new clients to your business? Then, let me tell you the best and the fastest way to get new, ideal clients - and it doesn’t cost you a cent. We call it referral marketing. You see, in your business, if you’re doing a great job with your clients, the quickest way to grow your business is to get your clients to refer new clients to you. Referred clients are less price sensitive and they already know, like and trust us. Referred clients buy faster and generally spend more. It makes sense, therefore, that this could be a marketing strategy that you really want to spend some time focusing on. Most entrepreneurs are leaving a lot of money on the table by not asking for referrals from the people around them. In fact, a lot of people who love our service notice how busy we are, and they don’t want to refer us clients because they don’t want to make us busier. They don’t want to make us more stressed, but that’s crazy

isn’t it? Because we’re sitting there, thinking about what we need to do on Facebook or what we need to do in our direct mail or where we need to advertise. We are trying to figure out where to spend money on people who don’t know, like, and trust us. And the irony is that we’re already surrounded by people that don’t just know, like, and trust us – they love us! If you want your business to be successful, the best thing you can do is to focus on giving 150% to your existing clients. Focus on making them feel so over the moon when they are dealing with you that they can’t wait to refer you to their friends and people they love. And here’s the thing – referrals don’t just have to come from our clients. They can come from our friends, families, business associations, or basically anyone who has contact with our ideal client. Grab a piece of paper and write down all the different referral opportunities. If you take the time to think about the people you know who have your ideal client, and you asked them if they would be interested in sending you clients – I’m sure they’d love to. So go ahead. Have a look at your referral strategy. It doesn’t cost a cent, and I promise you, the best businesses are the ones that are completely referral businesses.

AUTHORITYMARKETINGFILMS.COM

For more information, please visit AntheaHorvat.com

I EVER LEARNT

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IS YOUR BUSINESS

BUILT

TO LAST? BY ANTHEA HORVAT

For more information, please visit AntheaHorvat.com

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ou started a business, and maybe you’ve been in it for a few years, but is your business built to last? One of the first and foremost things you need to ensure is that your business serves your life, which means your business needs to be built on what you are passionate about. When your business is built around your passions, the things you love, it shines through to your team members and your clients, and that becomes a fundamental part of your business. I have never, ever met a successful business owner that doesn’t absolutely love what they do. There’s a test that you can do in a book by Janet Atwood called The

AUTHORITY EMPIRE MAGAZINE

Passion Test. It was one of the most transformational things that I have done in my life to realize what I was truly passionate about and to really make the connection that my passions were actually in my business. I kind of knew it, but I didn’t have a lot of clarity around it. So please, make sure that your business is built around your passions, because if it isn’t something you really love, I can promise you not far from now, your business is going to feel like a prison. It’s going to feel like your own individual hell each and every day. When I hear people say the main purpose of their business is to make money, and I don’t hear that their passions and their love is in there, I know that pretty soon that business is not going to work. The second thing around building your business to last is to look at whether you’re aiming to be world class. You may not have considered this concept, but I think if you start to build your business, and you focus on the niche


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WHEN YOUR BUSINESS IS

BUILT AROUND YOUR PASSIONS,

that you’re in and the things that you sell, then you need to say to yourself, I want to be world class. I want to be the best that I can be – I want my business to be the best that it can be. It’s like ripples in a pond, the little things that you do that are different, the little things that define you, the little nuances in your business where customers go, wow! I didn’t expect that – that’s truly amazing what they did. I just stayed in a hotel in Waikiki, and I have to say that their service was amazing. It was all about the little things they did, whether it was bringing round the muffins or iced water while you’re sitting around the pool, or the gift that they put in your room. It didn’t have to be something big. It could be tiny little things, but those little things all add up to big things.

And the final thing is to look at whether your business makes a massive difference in the world. I meet entrepreneurs who have products and services and they’re not really sure - they haven’t made the connection about what specific problems they are solving for their clients and their customers. Here’s the thing – your job is to solve problems. It’s to help people and improve their life through your products or services. I don’t care whether you are a hairdresser or a dentist or a food manufacturer or a retailer. Every day, you have the opportunity to change someone’s life, to make it a little bit more special. So ask yourself – are you doing that every day? Is that something that you focus on? Or is that something you need to start focusing on? I think it’s really important for you to have this at the top of your mind every day. Make a difference in the world. Know the impact you have in the world, and be really proud of that. Combine that with your passion and with all the little things you’re doing differently. Combine that with a focus to be world class. Then, I know that you will stand the test of time.

AUTHORITYMARKETINGFILMS.COM

For more information, please visit AntheaHorvat.com

IT SHINES THROUGH TO YOUR TEAM MEMBERS AND YOUR CLIENTS, AND THAT BECOMES A FUNDAMENTAL PART OF YOUR BUSINESS.

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3 THINGS YOU MUST GET RIGHT IN ORDER TO HAVE A SUCCESSFUL BUSINESS BY ANTHEA HORVAT

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AUTHORITY EMPIRE MAGAZINE


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1

2

3

Mindset

Strategy

Tactics

The first thing is your mindset. Whether you realize it or not, your business is going to be the biggest personal development journey you’re ever going to go on. It’s going to challenge you and take you out of your comfort zone. I always say to my clients, ‘everything you want is just outside of your comfort zone, because if it wasn’t, you’d have it right now’. You need to know how to master your mind and your emotions to become the leader you want to be in the world. Whether you have team members or not, you need to become the leader in your life, and that requires for you to learn about yourself - your strengths and your weaknesses - and

to work on them each and every day so that you can become the person that you want to be. The second thing is strategy. Strategy is all about thinking smart. It’s not about doing lots of things – it’s about working out where you want to be and finding the shortest path to get there. We like to make things really difficult for ourselves, and we think about all the things we could do. But it’s not that at all. What is the minimum we have to do in order to reach our goals? And quite often it’s much simpler than you think it is. In order to be successful, it is really important that you practice taking time out to think about where your business is going and find the shortest path to get there. And the third part is tactics. You can’t even think about tactics in your business if you haven’t thought about the strategy. There’s a great quote by Sun Tzu, and he says, “Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.” So, it’s really important that you sort out your strategy first, before you work out what type of marketing and activities you want to do. So, make sure you’re working on your mindset and strategy, and make sure you do your strategy before you look at your tactics. By pulling all these three together, you’re going to find the sweet spot in your business.

AUTHORITYMARKETINGFILMS.COM

For more information, please visit AntheaHorvat.com

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hen clients come to work with me, there are three things I tell them we must absolutely get right for them in their business. And when you get these three things right, you hit a sweet spot where you’re really in the flow, the profits are flowing, you’re really happy, and clients love you. Let me share with you those three things.

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BY ANTHEA HORVAT

PUTTING SYSTEMS

IN YOUR BUSINESS

I

want to talk to you about the importance of systems and where to start the process of systemizing your business.

For more information, please visit AntheaHorvat.com

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Business systems are really important for a number of reasons. Firstly, they ensure that you have a consistent experience, that your clients get the same product and the same service, every time. Consistency is really important for our clients. Let’s face it – when we go somewhere where we have a favorite person who serves us, and we turn up and there’s a different person there, we think ‘uh-oh, this wasn’t what I wanted to see’. But, as long as that person delivers the consistent level of service, it doesn’t really matter, does it? Your clients feel the same way about your business, so systems are really important for you to ensure you deliver consistency to your clients. The second reason why systems are really important is your business value. One day, I’m sure you would like someone to come and write you a massive check for

AUTHORITY EMPIRE MAGAZINE

the business you have poured hours of time and love into. And for them to do that, you need to ensure you have systems in place, so that when they write you that check, they can come into your business and run the business as if you were there. The systems are also a part of the business valuation formula people are applying when they value your business. So you can see that there are a number of reasons why your systems are important, but these two are the most important. The final reason relates to your team and training your team to do what you need them to do, in the way you want them to do it, so that it flows through the customer experience. Systems are just documented steps, and they can be a flow chart, a mind map or bullet points - it doesn’t have to be lots of pages upon pages of a boring systems manual. A system is just there to help someone go from A to B through a process, to direct them between the steps they need to take. My advice is to keep it really simple. Where should you start to systemize? Start with the things that are really important to your clients, with the items that really impact your profits and the level of service you give to your clients.Take a piece of paper, brainstorm a list of actions you know you absolutely have to get right in your business in order for clients to refer you and return to you, and write them down. Prioritize that list and start from the most important things.


bonus feature

ARE YOU A

VICTIM A TARGET OR

BY TODD GASTER

hat if the beginning of bully proofing a child was simply referring from victim to target? Changing that terminology from victim to target? Have you ever met a person who was referred to as a victim who was empowered? If we change that term from victim to target, we are now more empowering. A target can move. It can be missed. So when they’re a target of the bullying, they are now putting themselves in control. They are now putting themselves to be able to be response able, or responsible, for how they view that. When a bully is directing their bully actions towards your child, they can simply miss. They can simply not land. They can simply move on. When a child views themself as a target, it allows them to be in control. Being a target is much more empowering than being a victim.

IT’S NOT THE SCHOOLS JOB TO STOP THE BULLY

US PARENTS

Teachers have so much on their plate that they can’t handle all of the bullying that goes on. It’s not their job. We need to be proactive as parents to put into our children the inner esteem, the true value, the true worth that they have, to really bully proof our kids so that when they go to school they’re there to learn. They’re there to be with friends. They’re there to learn how to live life.

For more information, please visit ToddGaster.com

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IT’S

Sadly, according to the National Association of School Psychologists, only one in four teachers believe bullying is even a problem, and only 4% will ever intervene in a situation of bullying. What if your child is one of their students? It’s not the teacher’s job. It’s not the school’s job to prevent bullying. It’s us as parents. We need to create a generation of bully-proof kids, and when we can do that, then we can have our children become the true leaders for change in this world.

160,000 kids

WILL MISS SCHOOL

TOMORROW

BECAUSE THEY ARE BULLIED

AUTHORITYMARKETINGFILMS.COM

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bonus feature

7 COMMON MYTHS OF SUCCESS

BY DR. KEN CHRISTIAN

For more information, please visit DrKenChristian.com

O

ne of the biggest common myths about success is that it’s a matter of luck. Life has good luck and bad luck that happens along the way. Don’t get stuck in the idea that success is a matter of luck, because what happens when you think things are due to chance is you withdraw effort. There’s so much research about people quitting when they think their results are due to luck. The reality is that when you withdraw effort or you don’t keep going at something, that your success is held back. Persistence depends on you knowing, deciding, and staying with the idea that it’s your efforts that count. MYTH #2, success is due to connections, it’s who you know

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AUTHORITY EMPIRE MAGAZINE

not what you know. This concept is a lot of nonsense. It doesn’t hurt to get to know people, in fact it helps, but it’s not only a matter of who you know. What you know is incredibly important. What if you meet the people you think you should know and they think “hey, they don’t know anything.” You’ve got to know something. You’ve got to know your craft. Dump the myth about connections. Get all the connections that you can get but it’s not a matter of connections, it’s a matter of you having competency. You’ve got to have competency. MYTH #3, if you become successful you lose all your friends. Come on. If you have friends who turn against you because you are a success, you’ve got to scratch your head hard and ask yourself, were these really my friends? Your true friends are going to love you and they’re going to celebrate your success, they’re not going to abandon you. Now if you come off like you’re some kind of prima donna, you’re going to lose friends. That’s new friends and old friends. People are going to tolerate you because they get money from you or they get something from you, but they won’t truly be your friend. You need friends. Treasure


bonus feature your friends; hang on to your friends. But you have no reason to lose them because you are successful. That’s just really an excuse that expresses your hesitancy about taking the risks involved with being a success.

MYTH #5, success requires you growing up in a particular kind of family; a family that has a history of success, because otherwise how would you know what success is and how would you seek it? Perhaps you feel as if you’re bereft of having had the kind of nurturing parents and people who were connected to the country club and this and that, and so

THERE IS

NO REASON

THAT YOU CAN’T BE THE MOST WARM, DEEP, DEVOTED PERSON IN THE WORLD

you’re just not going to make it. This is bogus. Again, I hate to tell you this, but it’s actually a place to hang out and avoid taking the risk of really moving forward. MYTH #6, to be a success you have to be a money hungry, backstabbing, scurrilous, nasty villain. You have to be after people and you have to be driven and you have to be hard and you have to be greedy. There may be people like that, but in a way, that level is almost like something in a movie. It’s a Grade B movie too. Don’t go for that kind of stuff. Don’t tell yourself that kind of stuff. There is no reason that you can’t be the most warm, deep, devoted person in the world to all the things that matter to you and still be a success. It is not an either or. Do not hide behind some sanctimonious idea that I would be a success except I don’t want to be one of those driven hard guys. You do not have to be that kind of person. MYTH #7, success is more trouble than it’s worth, that if you are successful you’ll be confronted with too many problems and challenges. You may be thinking “I already have problems now, I don’t want more.” Sure, success may bring new challenges, but they are more interesting problems. In fact, any pursuit that takes you farther always involves trading out problems that were crummy and boring and devastating and useless for much more interesting problems that involve fantastic ideas that you need to develop. Yes, now you run into a problem, that there’s always something to overcome; but how groovy to be overcoming problems when you are excited about the outcome. Solving problems is one of the most interesting things you can do in life. So ask yourself this, “what are the myths that I keep in place that block my progress and keep me from actually taking the risk of stepping out and going for something closer to my ideal life, to my dream, or the legacy I want to leave behind?”

AUTHORITYMARKETINGFILMS.COM

For more information, please visit DrKenChristian.com

MYTH # 4, success is due to some special gift. People who become a success are gifted in some unique way that sets them apart, like they have the success gene. There isn’t a success gene. Some people are more devoted to following through on their ideas and persisting and staying with them. Persistency and consistency are the things that get you towards your goals.

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HOW TO BE A LEADER

OTHERS WANT TO FOLLOW BY IVONNE ALEXANDER

L For more information, please visit IvonneAlexander.com

eadership is one of my most passionate topics and one of the things that I really believe to the core of my heart that humanity needs the most right now. Our children, more than any time in the history of our planet, need true leaders to arrive on earth. We don’t need only one leader; we need a massive awakening of leaders. A leader will guide you to be the best version of yourself that you can be. They will not tolerate incongruences. They will be the role model exactly of what they ask of you. If your leader is telling you, “We are going to be the best floor cleaners in the world,” you will actually see the leader get down on the floor and clean the carpet. We cannot ask that which we are not willing to do ourselves. We cannot expect from others that which we are not willing to give. We cannot receive anything that we are not willing to donate ourselves. A true leader will give massive value to people no matter what. You are not thinking only of you. That would be totally ego, which puts you in a position of a manager. Leadership is a hat, such as management, such as being a dad, such as being a teacher. They are all hats that we are playing in humanity all the time. It’s

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AUTHORITY EMPIRE MAGAZINE

roles, but to wear the role of leadership carries a very high responsibility because a true leader can really impact, not only a generation, but 12 generations and more. And when a true leader rises, they have many qualities. The three most powerful qualities that I’ve seen in the leaders that I have followed or learned from or model after are absolute integrity. For example, if you’re at a casino in Vegas and you’re playing Blackjack, if they give you an extra chip when they are paying you in Blackjack and you keep that money, that’s not having integrity. I don’t care if it’s one dollar, two, or five. If it’s not your money, and you have integrity, you return it. You will always return what is not yours. Another quality true leaders have is congruency. Sometimes I tell people they need to be congruent and they say, “there’s no such thing as congruency.” I believe there is, and congruency is also the capacity to admit wrongdoing. Like, “I made a mistake” or “I need to make an amends.” That’s congruency. But if you say, “I never make mistakes” and “I always know what others need.” That is neither congruency or leadership! The third big, big quality that I’ve seen in the best leaders in the world is that they have moral authority, which is different than authority. Moral authority is that they have earned the right to teach others, to lead others, and to tell others what to do. How? Through their experience, by their hard work, and by being an example consistently, not only in their business, not only in their family, but in the wholeness of their life. In their health, in their family, in their business, everything they do, they earned the right of calling something that is called moral authority. In their presence, people will naturally do as the leader says, and not to become a follower, but to actually awaken the leader within themselves.


interview GET TO

KNOW

FAST TRACK to Your

MATTHEW

Who are you?

The other part of my magic is strategic thinking. I’m able to look at the business strategy and stand back and say, okay what does the business owner want to achieve and what’s the fastest way for us to achieve that. I think I’m also really good at digging for the magic in the business, finding the magic that the business owner has.

My name is Anthea. I was born in the UK. When I was 22, I moved to Australia and I literally had $1,500 in my pocket and didn’t know anyone. When I was going through the migration, I found out I actually had cancer. I always look back at that and feel so fortunate. If I hadn’t decided to move to Australia I wouldn’t have found out I had cancer and I wouldn’t be sitting here, right here and now.

ANTHEA

So who am I? I‘m a person who is passionately and fanatically committed to working with entrepreneurs. It’s pretty much been my passion from the beginning. It’s what I wake up to do. It’s something that I love. M A

What would you say is your magic? There’s a couple of things I’ve weaved together. I started off as an accountant, so really love numbers. I’ve always had this fascination with numbers and that, backed with my accounting training, meant that the business was always about the profits. So part of my magic is being able to analyze a business really quickly from a numbers point of view.

M

A

What will people experience if they work with you? Well, it’s a pretty fast ride. I’m known for getting straight to the point. My job, if you come and work with me, is for me to help you get the outcome that you want. The first thing we do is map out exactly what it is that you want and then pretty much I’m an action girl. It’s like let’s make a list and get through the list as soon as possible.

AUTHORITYMARKETINGFILMS.COM

For more information, please visit AntheaHorvat.com

ULTIMATE BUSINESS

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interview But also, I love the journey that I share with my entrepreneurs and my clients. I love them. So, they can expect to work closely. It’s like a friendship. I feel like my clients are my friends, which is a powerful experience for me.

M

A

M

A

If you were to finish this sentence, People often ask me… People often ask me how I get so much stuff done. I’m always focused on how I spend my time. I think it’s all about the mindset and goal setting rituals that I have, and the extreme importance I place on my time.

WORKING WITH

AMF

M A

What question should they be asking themselves? “What precisely do I want?” They should be asking themselves not just the profits that they want, but what do they want their business to look like when it’s done? It’s much easier when we have the specifics of what precisely that you want. Finally, what is your legacy? My legacy in the world is, well I want to make business a beautiful experience for as many entrepreneurs as I can. One that is profitable, one that’s rewarding, one that leaves a legacy and one that gives them a lifestyle that they want. I don’t care about making a million dollars, I care about helping a million entrepreneurs. If I can do that, that will be a good day.

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hat really appealed about working with Authority Marketing Films was being able to just get it done. I’ve been doing this for 20 years. I have written 300 different how-to workshops and all of that intellectual property just kind of sits on my hard drive. I love working with my clients. I don’t want to spend time creating all this stuff. I want to get it out there, but I just don’t want to spend any time doing it. To just show up and just talk about the things I talk about every day is easy. But, for me to think about how I would make the videos myself, or edit them, that would be like my worst nightmare. Once I knew exactly what you did, the whole process and everything it involved, and how that would just remove this massive problem, there wasn’t anything that was going to get in my way of working with you. I’m so busy in my business serving my clients that I want these videos to share what we do and help people. I work with a small group of clients every year. I don’t work with thousands or do big workshops from stage, so to have these videos means that the things that I have to share can go all the way around the world and back again, and that’s really cool. And I think it really helps us to attract the clients that we want. Get the word out there and develop our business. So I think today has been one of those places that I will look back and go, you know that was kind of really a milestone for us. I would absolutely recommend Authority Marketing Films. In fact, it’s crazy what you are doing. It’s crazy awesome what you are doing. From the moment you told me what you did, I haven’t known a marketing business that has a product that is so on target with what the clients need. It takes away the pain. It takes it away quickly, it takes it away easily. I don’t know what you do but you kind of magically push it out and just create this whole magical thing. And really what you offer is a beautiful thing. You transform lives. You transform people as well. You make it really easy for them.

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AUTHORITY EMPIRE MAGAZINE


WHAT IS YOUR

LIFE message?

Y

ou can choose to record your message with whomever you want. I’m not here to compete with anyone. I’m not here to prove anyone wrong. Everyone delivers their own unique thing. But I can assure you that with me I won’t let your essence, your authenticity and your passion be drifted away because those are the things that get real leads that change lives forever. I use to be one of those people who studied film, won an Emmy award and I went into video to make a life, to make a lifestyle and to feed my family. I’ve made a lot of videos, I know what it feels like to be in front of the camera, to be vulnerable and have that feeling of uncertainty, not knowing if you are going to succeed or not.

Contact us T O D AY

CHANGE THE LIVES OF MANY WITH YOUR MESSAGE I can promise you that your essence, the purity of your message, the purity of the message of your company, of the product you want to deliver and your call to action will be done in such a way that there is no possible way that you will not be able to create results because your marketing and your media will become your life message. That even though you want to go on vacation for three years, your videos and your message will be working for you. When you work with me, I’m going to make sure that in front of the camera you are you, you are authentic, you are powerful and your mission is delivered in a way that you will transform lives and you will get the leads that will transform themselves. I am Matthew Peters, we are Authority Marketing Films. I can’t wait to change your life and the lives of many with your message.

AuthorityMarketingFilms.com/contact AUTHORITYMARKETINGFILMS.COM

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This could be you.

Be on the front cover of our next magazine.

Get featured

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ANTHEA HORVAT

I haven’t known a marketing business that has a product that is so on target with what the clients need. What you offer is a beautiful thing. You transform lives. You transform people as well and you make it really easy for them.

JASON HORNUNG

With these videos people are able to see me and recognize the expertise that I have. It helps build that trust which ultimately leads to more business for me. Video is a huge platform and there are so many aspects of it that I don’t have time to figure out on my own.

IVONNE ALEXANDER

I have more clarity now. I can serve people better and I can even get to more people. I love that in a day I can film 40-60 videos. As a mom with three kids, I’m addicted to productivity, to be able to do that in a day doesn’t take time away from my family or serving clients.

DR. KEN CHRISTIAN

I knew we would get a lot accomplished in one day, but it was also a level of quality that I could not duplicate. I feel like this is a miracle. I mean it would be hard for me to know what I could do in a day that would be a bigger catalyst than this.

JESS MAGUIRE

Matthew’s strategies enabled me to generate more leads from my videos than I had with any other lead gen. I could implement what he taught me right away - and once I posted my video I got 10 opt ins and 3 strategy sessions within the first 2 minutes of posting!

producer@authoritymarketingfilms.com

941.404.8206


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