Bonus Class for Early Bird Sign Ups for
Ellen Ostrow's Building the $100,000 Coaching Practice

A Marketing Master Class with
Ben Dean, Ph.D., MCC

Week One:
Turning Presentations and Workshops Into Clients:
The Two Most Powerful Strategies I Know.

Turning presentations and workshops into clients is an art. And, not to brag, but I'll put my record on this up against most people's. I've been doing this since 1987. And in this class I'll teach you one key strategy I used to build my clinical practice almost entirely from workshops. Then I'll teach you a second one that I added in building my coaching practice and MentorCoach as well.

I've had lots of practice. I've given multiple presentations in every major city in the US--New York, Los Angeles, Chicago, Houston, Miami, Boston and on and on--and some internationally as well.

This approach is way more effective than the usual advice that if you get out and consistently give good presentations, people will come. ("If you build it they will come.")
It involves two strategies.

One was suggested to me by a friend in the fall of 1986. I might never have thought of it myself, but it worked so well. My personal record in the 80's was getting 12 clients out of a single, one-time 2-hour presentation to 25 people.

The next strategy I'll teach you I would also have never figured out for myself. I learned it from a friend who never graduated from college yet is the greatest natural marketing genius I've ever met. We talked for an hour a week (buddy coaching) for three years back in the 90's. And the secret he taught me was one he, himself, had paid a thousand dollars for to someone who had worked with an internationally known sales trainer.

I've used it over and over. It's very effective.

You'll leave this class knowing exactly how to use both strategies right away. Over the years I've shared these with a number of people. Almost invariably, they report back how useful they were. I think you will find them valuable as well..

Week Two:
Making Money and Changing the World With Email Newsletters:
The 5 Most Important Things I've Learned.
Ben Dean, Ph.D., MCC

While MentorCoach has generated several million dollars over the last ten years, I would attribute a huge part of that to email newsletters. I cannot imagine us existing, much less growing and flourishing without a regular way to provide value to the community who receives our enewsletters.

We have three major newsletters with a combined circulation of well over 100,000. Plus many smaller, internal lists for communicating within the MentorCoach community.

But do you know how many subscribers I had in September of 1997? Zero. And I did not even have a niche.

What I fortuitously decided to do was to start a newsletter focused on the wrong niche, one I knew would not succeed. That way I started learning. It also had the effect of freeing me up to write it. I was less concerned about what people would think of it and me. And my rationale was that when I knew what the right niche would be, I would have the skills and could start rapidly.

That, in fact, was what happened.

Over the years I made lots of mistakes. I wasted time. I sometimes offended people. But I learned a lot in the process.

In this class, I'll share with you the five most important lessons I've learned along the way. (Including the two fastest ways to have an e-newsletter with 100,000 readers.) And I'll tell you what I'd do, if I were you, to use this medium--unprecedented in world history--to help change the world.

Who Should Attend? People interested in building a coaching practice. People who are considering an email newsletter. People who already have a newsletter but would like to make it grow much more. People who aren't ready yet, but want to be prepared when they are ready to start.


Ben is a psychologist, a Master Certified Coach, and the Founder and President of MentorCoach located in Bethesda, Maryland (US).

From his West Texas cradle, Ben J. Dean, III was intended (particularly by Jr. and Sr.) to become a third-generation trial lawyer.  His grandfather had been a well known District Attorney.

 Intending to be a lawyer as well, his dad took a break from college and enlisted in the Marines.  He was on active duty in the Phillipines when the Japanese attached Pearl Harbor. He was captured six months later and imprisoned as a Japanese Prisoner of War camp until VJ Day, 8/15/45.  He emerged malnourished, tortured, and blinded but with a fighting spirit.  He finished law school at the University of Texas at Austin without being able to read.  He later regained some vision and practiced law for the rest of his life.  His most famous case, "The Case of the Missing Millionaire", was written up in the Saturday Evening Post and later in a book by investigative reporter, James Phelan.

Ben's mother, Gwen, was a devoted musician and natural leader.  She had founded boys' choirs in Forth Worth and Austin. Then she and Ben moved back to Breckenridge where she founded one more.  The Breckenridge Boys' Choir began in the 50's in a small town where ranching and football (five state championships in the 50's) were king and choir boys had no status at all. Still, over the next quarter century, her  SATB choir flourished, performing around the country.  

In 1962, they sang on the South Lawn of the White House for the President and Jacqueline Kennedy.  With many poor boys in the choir, the White House trip had required an immense amount of fund raising, organizing, chartering Greyhound buses, and scheduling concerts and free places to sleep along the route.  But Gwen and her choir parents pulled it off for that trip and for many others during the choir's 25-year run.

Meanwhile, Ben graduated from high school and became fascinated with group process, hitching as a college student from Austin to Bethel, Maine for his first two-week National Training Labs group. He subsequently completed the NTL Graduate Student Professional Development Program and a Ph.D. in Psychology from the University of Texas at Austin.

During four years at the National Institute of Mental Health, he began to design and conduct groups for anyone who'd have him (Federal prisoners, corporate staff, anti-nuke demonstrators, etc.), an activity he still loves.

Ben first began coaching in 1982 and is an ICF Master Certified Coach. From 1987 to 2001, he successfully combined his work with therapy and coaching clients in a managed-care-free practice at the Topaz House in Bethesda, Maryland.  In 2001 he closed his clinical practice to exclusively focus on MentorCoach and on his coaching.

In 1997, Ben founded MentorCoach LLC, a virtual university that trains both helping professionals and professionals from other disciplines throughout North America, Europe, and Australia to become coaches. In public presentations and in its virtual training, MentorCoach has trained thousands of professionals to add coaching as a part-time or full-time practice specialty. 

From March 2003 to May 2005, Ben was proud to partner with legendary psychologist and past APA President, Martin E. P. Seligman, Ph.D. to co-found Authentic Happiness Coaching LLC, a virtual University that trained professionals in 19 nations in the theory, tests, assessments, and interventions of positive psychology. Ben passionately believes in the importance of undergirding coaching with positive psychological research. With Robert Biswas-Diener, he co-authored  Positive Psychology Coaching: Putting the Science of Happiness to Work for Your Clients. He publishes the Coaching Toward Happiness News, a free eNewsletter on practical applications of positive psychology for 131,000 global readers. And he conducts monthly teleconference interviews with such thought leaders in positive psychology and coaching as Chris Peterson, Dan Gilbert, Ellen Langer, Barbara Fredrickson, Jon Haidt, Marshall Goldsmith, Seth Godin, Shelly Gable, Ed Diener, Sonja Lyubomirsky, Robert Emmons, Elliot Aronson, Carol Dweck, and many more.

Ben regularly speaks about coaching and positive psychology and has presented multiple times in virtually every major American city (for example, New York, Boston, Los Angeles, Chicago, Houston, Philadelphia, Phoenix, San Diego, Dallas, Detroit, Indianapolis, San Francisco, Columbus, Austin, Memphis, Baltimore, Charlotte, Seattle, Denver, Washington, DC, Portland, Tuscon, Albuquerque, Atlanta, Sacramento, New Orleans, Kansas City, Omaha, Miami, Minneapolis, and Raleigh.) as well as Toronto, Puerto Vallarta, Tel Aviv, and the UK.

He lives in suburban Maryland with his wife, Janice, their two children, David and Sara, and Dusty, their Netherland Dwarf Bunny.

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