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Contents
Introduction ............................................................................................................................................1
About me ................................................................................................................................................3
PART 1 - It’s not business, it’s personal. .................................................................................................5
Chapter 1 - Challenge your old thinking patterns...................................................................................6
Chapter 2 - Starting today, tell the story of your life the way you want it to be..................................11
Chapter 3 - Bring your “future you” into your present reality .............................................................15
The 4 steps of the Law of Attraction.................................................................................................18
An example of the Law of Attraction in action.................................................................................19
Summary of Part 1 ................................................................................................................................24
References and recommendations.......................................................................................................27
The Easy-Going Entrepreneur | Copyright Allison Ross 2015 1
Introduction
What do you do when you stop believing in a cause you've championed for almost a
decade?
That's where I find myself right now.
Since starting my own marketing consulting business in 2007, I've been a woman on a
mission. To anyone willing to listen - and many who were not - I would assert my view on
the need for a lazer-sharp target market, a clear marketing message, and a detailed strategy
for delivering the message in a way that makes money.
Nothing wrong with that, except that it seldom works. There's a reason why more than 90%
of start-ups fail and it's certainly not because they messed up their marketing.
First, a disclaimer: The contents of the book isn't for everyone. If you’re happy with where
you are in your business, this probably isn’t for you. If you're in business simply to make
money, this book definitely isn't for you.
Being in business to make money is like saying you want a fruit salad that has fruit; or that
you'd like to have a daughter but she has to be a girl. It's a given...A business that isn't run
with the primary purpose of making money isn't a business.
Another reason why running a business focused only on making money is a bad idea: The
chase for money is usually rooted in the lack of it and that's bad news for the Law of
Attraction!
According to the Law of Attraction, like attracts like and if you're running your business from
a mindset of lack, it's a certainty that you'll attract customers with exactly the same
mindset. Or no customers at all! Do you really want leads that don’t turn into customers; or
customers who are price conscious? Or would you rather want to attract potential
customers willing to pay you what you're truly worth with all the optional extras? Makes
you think, doesn't it?
The Easy-Going Entrepreneur | Copyright Allison Ross 2015 2
When you take money out of the equation, why are you in business? You should be able to
come up with a list of reasons why you've taken the plunge into entrepreneurship,
ultimately because you wanted to live the life of your dreams free of financial restrictions.
So is this book for you? If you want to know how to build a successful business in order to
live the life of your dreams, then no. But if you want to know how to live the life of your
dreams while building a successful business, I think you'll enjoy the read.
All I ask is that you keep an open mind. At the very least, you might get a glimpse into a life
of endless possibilities.
Please note: The contents of this book is heavily influenced by the teachings of Abraham as
delivered by Esther and Jerry Hicks.
The Easy-Going Entrepreneur | Copyright Allison Ross 2015 3
About me
The decision to start a business is a big one. It’s the moment you decide to take your future
into your own hands and build the life you could never have while you’re working for a boss.
I remember that exact day. On Valentine’s Day, 2007, I gave myself the biggest gift of love
by resigning from a job with a stable, full-time salary in order to pursue my life-long dream
of having my own business.
I thought I had it waxed! With a post-graduate qualification in my pocket, years of business
experience behind me, and positivity that could last a lifetime, I was ready to take on the
world. So imagine my annoyance at a colleague’s parting words: “Best wishes on your
journey. There will be hard times, but just keep on believing”.
What was he talking about? Hard times? I knew exactly what I was doing. With the growing
opportunities of the Internet, being an entrepreneur was easier than ever.
Not so! My fall was hard. The truth is that no amount of study, experience, hard work or
positivity could’ve prepared me for the difficult road that is entrepreneurship. It doesn’t
matter what you think you know…your true learning as an entrepreneur begins only once
you’re in it.
The irony is that I’m a marketer and my specialist area is marketing strategy! Yet those were
the areas in my business with which I struggled most. What I was taught to be true in
Marketing 101 and practiced religiously in business since the early 90s was suddenly being
challenged by the rise of the Internet.
There were new rules. But did the new rules replace the old rules or did they change the old
rules? Was marketing evolving into an entirely new discipline? Was what I knew about
marketing now null and void?
Not only were my thoughts on business and marketing challenged, entrepreneurship also
challenged my values, priorities, relationships, health, finances and life. I can’t remember
the number of times I had to start over again, not just picking up the pieces of my business,
but picking up the pieces of who I was as a person.
The Easy-Going Entrepreneur | Copyright Allison Ross 2015 4
Now, almost a decade later, I’m happy to say I made it through to the other side as one
whole person. I wouldn’t change my journey for the world!
What I’m most grateful for is that the core business fundamentals that seemed to fall apart
were the same fundamentals I could rely on to put the pieces back together. Now with old
and new knowledge combined, I’m able to see the big picture of marketing as it is today.
Most importantly, I have learnt to see marketing in the big picture of life.
It is this big picture that I aim to share with you in this guide. If you’re new to
entrepreneurship, I’d like to say to you: “Best wishes on your journey. There will be hard
times, but just keep on believing.”
I hope that through this guide, I’ll make the road less bumpy and much more fun. Because,
above all else, entrepreneurship should be fun.
The Easy-Going Entrepreneur | Copyright Allison Ross 2015 5
PART 1 - It’s not business, it’s
personal.
The Easy-Going Entrepreneur | Copyright Allison Ross 2015 6
Chapter 1 - Challenge your old thinking patterns
Where do I begin?
If you’re anything like me a few weeks ago, you’re not living your dream life. And if you’re
anything like the hundreds of entrepreneurs I’ve had the privilege of dealing with through
the years, building your business is nothing short of a nightmare.
I’ve been there, too. Constant stress and pressure from absolutely nobody but myself for
not knowing enough, having enough or doing enough. All my hard work was yielding less
and less rewards at greater costs to me and to my family.
Whether you’ve just started out or whether you’ve been in business for a while, there’s no
doubt you’ll face your fair share of challenges. Depending on where you are, these
challenges can seem huge but I’ve learnt that the problems we face as entrepreneurs come
down to only three variables: time, money and knowledge.
On a scale of 1 to 10, where do you find yourself in terms of availability of time and money?
Take a look at Figure 1.
Figure 1 - The 4 Quadrants of Lack
The Easy-Going Entrepreneur | Copyright Allison Ross 2015 7
Depending on your answers, you'll find yourself in one of four quadrants:
 In quadrant A, you have sufficient money to invest in your business but limited time.
 In quadrant B, you have sufficient time and sufficient money to invest in your
business.
 In quadrant C, you have limited money but sufficient time to invest in your business.
 In quadrant D, you have limited time and limited money to invest.
Irrespective of which quadrant you find yourself in, entrepreneurship is an on-going search
for knowledge and personal growth and herein lies the challenge:
What determines how you progress from where you are to where you want to be depends
on how you handle any lack of knowledge. It becomes a balancing act between knowing
how to maximise your own inherent strengths, learning what you need to learn, and
realising when to hand over the rest to the right people with the right skills.
Sadly, the life of the entrepreneur becomes an endless loop of trial and error with the end
result often being an overwhelming feeling of failure. When you’re running a business
rooted in desperation and lack, you lose your ability to dream and you completely forget
why you started your business in the first place. Sound familiar?
The great news is that you can change your life simply by changing the way we think!
The Easy-Going Entrepreneur | Copyright Allison Ross 2015 8
Consider some of my favourite quotes from my favourite people.
"Life is really very simple. What we give out we get back. Every thought we think is
creating our future." Louise Hay
"What the mind of a man can conceive and believe, it can achieve." Napoleon Hill
"You are the Michaelangelo of your own life. The David that you are sculpting is you.
And you do it with your thoughts." Joe Vitale
"Happiness does not depend on who you are or what you have. It solely relies on
what you think." Buddha
What they’re referring to is the Law of Attraction: What we think determines how we feel.
How we feel determines our level of vibration. Our level of vibration determines the people
and situations we attract.
It’s a law and it works for everyone whether we believe in it or not; whether we like it or
not. Your circumstances as they are today, like them or not, is all your own doing. Tough to
accept, isn’t it? It isn’t the lack of money, or lack of time, or lack of knowledge. While those
issues may very well be present, they’re not the reasons why your business isn’t flourishing.
A common way to demonstrate the Law of Attraction is through the example of the tuning
fork first used by Dr. Masaru Emoto, author of the New York Times best-seller, The Hidden
Messages of Water.
Emoto works with three tuning forks. Forks 1 and 2 are designed to vibrate 440 times per
second, while Fork 3 vibrates 442 times per second. When he hits Fork 1 with a rubber
hammer, Fork 2 immediately vibrates and gives off a sound because it resonates with Fork
1. However, Fork 3 remains silent. This shows that energies vibrating at the same
frequencies somehow find each other.
The Easy-Going Entrepreneur | Copyright Allison Ross 2015 9
Now this is where you decide whether or not the contents of this book is for you. Are you
willing to entertain the idea that being a successful entrepreneur has nothing to do with
your ability to manage your time, money, and knowledge and everything to do with
managing your vibration from one moment to the next?
Figure 2 - Tuning your vibration
You could either discard this as airy-fairy and impractical and continue doing what you’ve
been doing...with the likelihood of achieving the same results.
Or you could suspend all judgement and entertain the idea that the first step to building a
successful business starts with fine-tuning your vibration. When you put in the time and
effort to work on your vibration, you’re able to automatically and effortlessly attract the life
of your dreams no matter what challenges you face. Because, believe in it or not, the Law of
Attraction never fails.
The Easy-Going Entrepreneur | Copyright Allison Ross 2015 10
Figure 3 - Tuning your vibration as an antidote to lack
When you introduce the Law of Attraction into the equation, building a successful business
even looks like more fun! So are you willing to change your old thinking patterns and
embrace the principles of the Law of Attraction?
The following chapters describe the steps I used to implement the Law of Attraction into my
life and transform myself and, insodoing, my business. My wish is that it will do the same for
you.
The Easy-Going Entrepreneur | Copyright Allison Ross 2015 11
Chapter 2 - Starting today, tell the story of your life the
way you want it to be.
As a Marketing Consultant, I love working with start-up businesses because their
enthusiasm, passion and ability to dream big is contagious. But the soul-destroying part of
my job is that I seldom get to see them move beyond the starting blocks. Each time their fire
dies, a little part of me dies with them.
Of course, that’s only highlighted my own issues as a Marketing Consultant. I began to
doubt everything that I was doing because, despite my best efforts, their ventures were
failing. The irony is that I’m an ardent student of the Law of Attraction. In fact, if a $10
online certification has any clout, I’m a Certified Law of Attraction Basic Practitioner!
Figure 4 - Law of Attraction Certificate
The Easy-Going Entrepreneur | Copyright Allison Ross 2015 12
I knew this stuff, yet I was unable to see the glaringly obvious flaw in my own thinking that
was attracting the wrong clients to my business. I was telling a very negative story about my
business and its effect on my life that went something like this:
“I don’t enjoy working with start-ups because they’re destined for failure before they
begin. They don’t have money to pay for my services so I spend most of my time
working for free, which is stopping me from moving forward in my own life. Maybe I
shouldn’t be a Marketing Consultant”.
And yet I continued to spend money on marketing tools, courses, and advertising to attract
those very same type of clients. Insane, isn’t it?
I don’t know exactly when or how it happened, but suddenly in one moment of one day not
too long ago, the insanity of it all just hit me. It was in that moment when I made the
decision to stop being someone who’s trying to manage time, money and my lack of
knowledge with horrendous results. Instead I became someone who embraced the Law of
Attraction.
That entailed stopping absolutely everything that I was doing - no more buying, no more
learning, no more advertising.
For a solid week it was just me doing the things I love doing, including watching hours and
hours of reruns of my favourite TV shows; taking time away from my laptop to have fun with
my family and friends; sleeping a minimum of 8 hours a night; and reading inspirational
books.
One of the greatest benefits of fully embracing the Law of Attraction is the clarity you gain
from stepping out of the typical problem-solving mode in which entrepreneurs operate. The
more time I spent raising my vibration by doing the things I enjoyed away from business, the
clearer the vision and goals for my business became.
The Easy-Going Entrepreneur | Copyright Allison Ross 2015 13
I’m usually not one to write down my visions and my goals. I admit, when it comes to self-
discipline, I’m a work-in-progress. A trick I learnt recently that works really well for me is to
write my goals in the form of a story. From a place of clarity, I was able to rewrite the story
of my life the way I want it to be.
“I love working with start-up businesses because their enthusiasm, passion and
ability to dream big is contagious. My biggest reward is seeing my clients overcome
their fears and grow into thriving businesses. I thoroughly enjoy the financial
freedom of doing what I want whenever I want, and I’m particularly grateful that my
unlimited income allows me to spend time doing what I love with the people I love.”
How would you rewrite the story of your life? Make your story as detailed as possible. The
more the details, the greater the momentum. The greater the momentum, the greater the
vibration.
CAUTION: Make sure you’re telling a story that makes you feel good! You do not want to
activate momentum in the wrong direction so use positive words, such as “grateful”,
“thankful”, “passionate”, and “love”.
For example, I could add to my story that I love taking early-morning walks on the beach and
that I’m thankful to be living in Cape Town, so close to the sea; I could add that I’m grateful
for places with Wi-Fi connectivity that allow me to work from anywhere I choose. One of the
things I’m incredibly grateful for is that being an entrepreneur allows me to decide how to
spend my day, especially when that means taking an afternoon nap or spending the day at
the mall. These all need to make my list because these are the little things that make me
happy.
Are you up for a challenge?
The Easy-Going Entrepreneur | Copyright Allison Ross 2015 14
Exercise 1:
Try writing the story of your life the way you want it to be. Include all the activities you love
and those you’d like to participate in if time and money were no longer an issue.
The Easy-Going Entrepreneur | Copyright Allison Ross 2015 15
Chapter 3 - Bring your “future you” into your present
reality
Congratulations, you’ve made it to Chapter 3!
Either you’ve taken the time to write your story and you’re pumped about the future you’re
about to create, or you’re scanning through this book to see at which point exactly you’d
like to request a refund. That’s completely fine. Like I said in the introduction, the contents
of this book isn’t for everyone.
Irrespective of why you’re here, I’m sure you’re keen to see how you’re going to create the
reality of your dreams.
Let’s first take a look at 4 of the most common beliefs around building a successful
business which, until recently, I completely believed to be true.
1. You have to work hard
2. You have to take massive action in order to succeed
3. If you don’t succeed, you’ve failed
4. You have to measure your success by your sales, profits, return on investment, etc.
Revisiting the four common beliefs of business success
If you fully embrace the Law of Attraction, those tenets tend to lose their credibility. Let’s
take a closer look.
1. You have to work hard
How many hard-working people do you know who are just about surviving? As an
entrepreneur, I’m sure you’ve never worked as hard as you have been since starting
your business. In the famous words of Dr Phil: How’s that working for you? I thought
so.
With the Law of Attraction, on the other hand, the only work you need to do is to
pay attention to your thoughts and how they make you feel.
The Easy-Going Entrepreneur | Copyright Allison Ross 2015 16
When you’re feeling stressed, overwhelmed, doubtful, and worried - which is usually
the mental state of the entrepreneur - your actions will feel like hard work. Because
you’re operating at a low vibration, you’ll attract less than favourable results.
When you’re taking action from a place of inspiration, you’re operating at a higher
vibration. Inspired action yields that “top of the world” feeling where it feels less like
hard work and more like following your passion. When you’re working from this
higher vibration, you’ll begin to notice how people and situations arise as and when
you need them.
2. You have to take massive action in order to succeed.
To me, there’s nothing more damaging to an entrepreneur than being told to take
massive action in order to succeed. It’s that kind of advice that had me risk
everything again and again in the past with disastrous results.
By all means, take massive action! But knowing what you now know about the Law
of Attraction, please be careful not to confuse inspiration with desperation.
Sometimes, all that’s needed is a small change in perspective to achieve massive
results. And that’s what this book is all about.
3. If you don’t succeed, you’ve failed.
Esther Hicks says it best. When you see a baby falling again and again when trying to
walk, you don’t say “Get up, you little dummy!” No! You clap your hands and cheer
so that they know they’re doing well and that it’s all just part of their learning. Once
they’ve mastered walking, you do the same to help them through their next
benchmark.
So why should entrepreneurship be any different? When you think about it, you
can’t fail because life is an on-going, never-ending journey of highs and lows so you’ll
never really get it wrong because you’ll never really get it done.
The Easy-Going Entrepreneur | Copyright Allison Ross 2015 17
The absolute beauty of “failure” as we know it is that whenever it happens, an
opposite desire is instantly created. Take a look at the story of your life as you want
it to be. How much of your story stems from the failures or lacks in your past? If it
weren’t for all your perceived failures and disappointments, the story of your dream
life wouldn’t be nearly as exciting. So embrace the lows!
4. You should measure your success by your sales, profits, return on investment, etc.
As a Marketing Consultant, this one real hit home. If not by sales reports and Google
Analytics, how was I supposed to measure the impact of a marketing campaign?
The flaw in my thinking was that I allowed external feedback - namely, those sales
reports, Google analytic, and ROI - to determine my success so when sales were low,
I’d be low. The key to the Law of Attraction is to pay more attention to your internal
feedback - i.e. your feelings - because that, more than anything, determines whether
your measurable results are going to be positive or negative.
Once I understood the impact of the Law of Attraction on the marketing results of a
business, it became clear that my original book, “The Ultimate Quickstart Guide to
Marketing Strategy”, needed a total overhaul. Later in Part 2 of this book, I’ll take
you through my original thinking about marketing strategy and how it has changed
since practicing the Law of Attraction.
The Easy-Going Entrepreneur | Copyright Allison Ross 2015 18
The 4 steps of the Law of Attraction
How now, brown cow? If you take away the 4 most common business tenets, what’s left?
Figure 5 - The end of business as we know it
The Law of Attraction, from the perspective of many teachers, comes down to 4 basic steps:
1. Ask. While you could actually just ask outright in thought or words, most of your
asking has already been done through the contrasts you’ve experienced throughout
your life. These contrasts make up the contents of the story of your life as you want
it to be in Chapter 2.
2. Believe that everything you’ve asked for is created instantly on a vibrational level,
ready for you to attract it.
3. Find a way to be in vibrational alignment so that you’re able to attract what you’ve
asked for.
4. From place of vibrational alignment, be open for contrasts that will cause you to ask
for even more.
The Easy-Going Entrepreneur | Copyright Allison Ross 2015 19
An example of the Law of Attraction in action
Say you’ve been struggling with the lack of money.
That’s step 1 done and dusted because all your wealth now lies in your vibrational reality.
Step 2 is to believe that it’s there, because when you believe it’s there you stop trying to fix
the problem of not having money. In other words, you change your thinking from one of
poverty consciousness to one of prosperity consciousness.
Step 3, because you’re no longer focused on the lack of money, you’re free to focus on
better-feeling thoughts. By vibrating at this higher level, you automatically attract people
and situations that will help you realise your desires.
Finally, in step 4, as life carries on from this place of high vibration, you welcome the
contrasts that lower your vibration, knowing that they’re simply indicators that you need to
realign some areas of your life. Say you become ill, a perfectly healthy version of yourself is
automatically created in your vibrational reality. And the cycle continues...
Disclaimer: This is my interpretation of the four steps of the Law of Attraction. I’ve changed
the wording - but not the order - to better present the way in which I am able to implement
it in my own life.
The Easy-Going Entrepreneur | Copyright Allison Ross 2015 20
Ok, so this could very well be the point where you’re reaching for the Refund button. I’m a
practical person, and these steps seem rather “airy-fairy” for someone who’s supposed to
be taking their business seriously.
But let’s consider your choices. You could choose to carry on doing what you’re doing with
the same results, or you could give the Law of Attraction your best shot. This chapter shares
with you the trick that I use to make “airy-fairy” seem a tad more practical and easier to
implement.
I BRING THE “FUTURE ME” INTO MY PRESENT REALITY.
What does this mean?
It means that not only do I write the story of my life the way I want it to be, I also describe
the ”future me” with the characteristics that would allow “her” to vibrate at the highest
possible level in order to achieve “her” desires.
These characteristics include universal wisdom, unconditional love for myself and others,
endless gratitude, self-acceptance, forgiveness, a kind heart, happiness, unyielding faith, the
ability to see the good in everyone, and the understanding that people and situations who
challenge me are there to expand my list of desires. And don’t forget my business acumen
and excellent decision-making skills!
What I’m actually doing is describing a version of myself that represents my higher
consciousness. Depending on your spiritual beliefs, you could choose to see this as the
version of yourself that’s closest to God, closest to source, your soul, your essence, etc.
Eckhart Tolle has an interesting take on this: "What a liberation to realise that the ‘voice in
my head’ is not who I am. Who am I then? The one who sees it.“
If you choose not to bring spirituality into this, you could simply see it as the best version of
yourself. For practical purposes, I prefer to view my higher consciousness as the best version
of myself that knows how to put together the puzzle pieces as I go about collecting them on
my life’s journey.
The Easy-Going Entrepreneur | Copyright Allison Ross 2015 21
Here are a few examples of how I bring the “future me” into my present reality. I may have
said my way is practical...you be the judge. Remember, the ability to laugh at yourself
contributes to a higher vibration so I do plenty of that!
1. I include at least one activity from the story of my life into my day-to-day
activities. For example, I see the “future me” as being healthy and in shape, yet
the present-day me hasn’t been to gym in 6 months! No more excuses. That was
the inspiration I needed to go back to gym.
2. We’re humans. We get angry and we get annoyed. When I get the urge to throw
things at people, I know that it’s my present-day self vibrating at a lower level.
Knowing that the “future me” understands that people and situations who
challenge me are here to expand my list of desires, I thank them for my new
desire - perhaps it’s people who don’t annoy me, perhaps it’s more tolerance for
people who don’t share my views - and I look for the good in them.
3. When I get overwhelmed with a situation, I actually speak to my “future me”. I’d
say something along the lines of “Ok, you sort this one out, I’m going to watch
series”.
The fact is that doing something fun will raise my vibration and bring clarity to
the situation anyway. The feeling that you can surrender your troubles to
someone else just adds an extra sense of peace. This is very powerful when you
integrate your spiritual beliefs into your business.
Now for the most important part of this book: Whenever you’re engaged in an activity that
brings your future you into your present reality, it is important that you repeat these words:
“I am so grateful to be living the life of my dreams. I love my life!”
When it comes to the Law of Attraction, the only moment that counts is the present
moment so even if you’re feeling like you’re living the life of your dreams just for that
moment, the Law of Attraction has to respond.
The Easy-Going Entrepreneur | Copyright Allison Ross 2015 22
The great thing about the Law of Attraction is that you don’t have to be vibrating at the
highest level all the time to start seeing results. You just need to be vibrating at a higher
level more than you do at a lower level and then watch as the miracles show up.
Are you still with me? Great! It’s exercise time.
The Easy-Going Entrepreneur | Copyright Allison Ross 2015 23
Exercise 2:
Here’s a short exercise before we get into the business of running a business in Part 2.
 Describe the characteristics inherent in your “future you”.
 From your story in Exercise 1, choose the activities that you’ll be incorporating into
your day-to-day activities. Commit to it. This forms your action plan for manifesting
your dream life.
The more opportunities you create to tell yourself that you’re “...so grateful to be living the
life of my dreams” the sooner you’ll start to see miracles unfold in your life.
The Easy-Going Entrepreneur | Copyright Allison Ross 2015 24
Summary of Part 1
If there could be only one gem you’ve taken from Part 1, I sincerely hope it’s the knowledge
that you can create any life you desire simply by focusing on how you think.
You’ve been doing it all your life! If your current reality isn’t exactly what you would’ve liked
it to be, it’s only because you’ve been spending more time thinking more about the negative
than you have about the positive. While it’s hard to swallow, it should also be empowering
to know that you can change it in an instant by changing the way you think.
One BIG caveat before we carry on… What you think and what you feel needs to be in
alignment because the Law of Attraction responds to what you feel, not what you think.
Try it. Say something like “I’m going to make R1 million in the next two weeks”. (I have used
the South African Rand for the examples in this book. Please insert your own currency.)
Does saying that get you all pumped about making R1 million in the next two weeks? I didn’t
think so. That’s because you don’t really believe that you’ll be making R1 million in the next
two weeks.
Because you don’t believe what you’re thinking, your underlying feeling is one of doubt,
disbelief, and a whole bunch of negative emotions that are leading you down a path you’re
actually trying to avoid.
So stop that thought right there!
For most of us, our business is the vehicle for building the life of our dreams and while I’m
all one for lofty goals and big dreams, it’s often those big dreams that trip us up because we
really don’t believe we have what it takes to achieve them. And then we wonder why we
don’t!
The Easy-Going Entrepreneur | Copyright Allison Ross 2015 25
While I believe with all my heart that cultivating a healthy mindset is the first step to a
successful business, this book isn’t about making you a more confident person. If I were to
do that, I’d be implying that you’re not good enough exactly as you are.
According to the Law of Attraction, you’re perfect. Not only perfect, you’re absolutely
amazing with strengths beyond your wildest imagination if you just dared to imagine!
This book challenges you to change the way you think. It gives you an alternative to
believing you need to fix yourself, your business, or your situation in order to succeed. Your
only “hard work” is to master your thoughts. When you do that, the right people, the right
teachers and the right situations will make their way to you as and when you need them to.
In Part 1 I shared with you some of my tricks for living the life of my dreams from one
moment to the next. In Part 2, I’ll show you how to use those tricks for running the business
of your dreams from one moment to the next.
CONTENT OVERVIEW OF PART 2:
Chapter 4 - Get clear on the definition of marketing
Chapter 5 - Choose your business model
Chapter 6 - Identify your customer
Chapter 7 - Design your marketing message
Chapter 8 - Allocate your marketing budget
Chapter 9 - Putting it all together
The Easy-Going Entrepreneur | Copyright Allison Ross 2015 26
Next steps
1. Are you ready to implement the strategies in The Easy-Going Entrepreneur? Sign up
for the free 7-Day Business Reboot Challenge where I send you 7 more days of tips
and techniques for raising your vibration: http://allison-ross.com/7-day-reboot-
challenge.
2. If you’d like to buy the complete book, please click here: http://the-easy-going-
entrepreneur.allison-ross.com
3. If you need help writing your story or implementing your marketing strategy, please
contact me at allison@allison-ross.com for more information about my coaching
options.
4. If you’d like to explore more about the Law of Attraction, please see the references
and recommendations in the next section.
The Easy-Going Entrepreneur | Copyright Allison Ross 2015 27
References and recommendations
My views and understanding of the Law of Attraction have been significantly influenced by a
number of teachers, including Abraham as taught by Jerry and Esther Hicks, Dr Wayne Dyer,
Masaru Emoto, and Eckhart Tolle.
See more of what they offer by accessing these links:
1. The Essential Law of Attraction Collection by ESTHER HICKS, JERRY HICKS AND
ABRAHAM
2. Co-creating at Its Best - A Conversation Between Master Teachers by DR. WAYNE W.
DYER , ESTHER HICKS
3. Messages from Water and the Universe by MASURU EMOTO
4. The Importance of Being Extraordinary by DR. WAYNE W. DYER , ECKHART TOLLE
5. Change Your Thoughts - Change Your Life by DR. WAYNE W. DYER
6. Manifest Your Soul's Purpose Video Course: Using the I Am Light Principles by DR.
WAYNE W. DYER
For additional reading, I recommend that you browse through the Hay House website for
similar ebooks, audios, books, and courses.
Please note: I am a Hay House affiliate, which means I will receive a small percentage of any
sales generated through these links.
Happy manifesting!

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The Easy-Going Entrepreneur: Using the Law of Attraction as your marketing strategy

  • 1.
  • 2. Contents Introduction ............................................................................................................................................1 About me ................................................................................................................................................3 PART 1 - It’s not business, it’s personal. .................................................................................................5 Chapter 1 - Challenge your old thinking patterns...................................................................................6 Chapter 2 - Starting today, tell the story of your life the way you want it to be..................................11 Chapter 3 - Bring your “future you” into your present reality .............................................................15 The 4 steps of the Law of Attraction.................................................................................................18 An example of the Law of Attraction in action.................................................................................19 Summary of Part 1 ................................................................................................................................24 References and recommendations.......................................................................................................27
  • 3. The Easy-Going Entrepreneur | Copyright Allison Ross 2015 1 Introduction What do you do when you stop believing in a cause you've championed for almost a decade? That's where I find myself right now. Since starting my own marketing consulting business in 2007, I've been a woman on a mission. To anyone willing to listen - and many who were not - I would assert my view on the need for a lazer-sharp target market, a clear marketing message, and a detailed strategy for delivering the message in a way that makes money. Nothing wrong with that, except that it seldom works. There's a reason why more than 90% of start-ups fail and it's certainly not because they messed up their marketing. First, a disclaimer: The contents of the book isn't for everyone. If you’re happy with where you are in your business, this probably isn’t for you. If you're in business simply to make money, this book definitely isn't for you. Being in business to make money is like saying you want a fruit salad that has fruit; or that you'd like to have a daughter but she has to be a girl. It's a given...A business that isn't run with the primary purpose of making money isn't a business. Another reason why running a business focused only on making money is a bad idea: The chase for money is usually rooted in the lack of it and that's bad news for the Law of Attraction! According to the Law of Attraction, like attracts like and if you're running your business from a mindset of lack, it's a certainty that you'll attract customers with exactly the same mindset. Or no customers at all! Do you really want leads that don’t turn into customers; or customers who are price conscious? Or would you rather want to attract potential customers willing to pay you what you're truly worth with all the optional extras? Makes you think, doesn't it?
  • 4. The Easy-Going Entrepreneur | Copyright Allison Ross 2015 2 When you take money out of the equation, why are you in business? You should be able to come up with a list of reasons why you've taken the plunge into entrepreneurship, ultimately because you wanted to live the life of your dreams free of financial restrictions. So is this book for you? If you want to know how to build a successful business in order to live the life of your dreams, then no. But if you want to know how to live the life of your dreams while building a successful business, I think you'll enjoy the read. All I ask is that you keep an open mind. At the very least, you might get a glimpse into a life of endless possibilities. Please note: The contents of this book is heavily influenced by the teachings of Abraham as delivered by Esther and Jerry Hicks.
  • 5. The Easy-Going Entrepreneur | Copyright Allison Ross 2015 3 About me The decision to start a business is a big one. It’s the moment you decide to take your future into your own hands and build the life you could never have while you’re working for a boss. I remember that exact day. On Valentine’s Day, 2007, I gave myself the biggest gift of love by resigning from a job with a stable, full-time salary in order to pursue my life-long dream of having my own business. I thought I had it waxed! With a post-graduate qualification in my pocket, years of business experience behind me, and positivity that could last a lifetime, I was ready to take on the world. So imagine my annoyance at a colleague’s parting words: “Best wishes on your journey. There will be hard times, but just keep on believing”. What was he talking about? Hard times? I knew exactly what I was doing. With the growing opportunities of the Internet, being an entrepreneur was easier than ever. Not so! My fall was hard. The truth is that no amount of study, experience, hard work or positivity could’ve prepared me for the difficult road that is entrepreneurship. It doesn’t matter what you think you know…your true learning as an entrepreneur begins only once you’re in it. The irony is that I’m a marketer and my specialist area is marketing strategy! Yet those were the areas in my business with which I struggled most. What I was taught to be true in Marketing 101 and practiced religiously in business since the early 90s was suddenly being challenged by the rise of the Internet. There were new rules. But did the new rules replace the old rules or did they change the old rules? Was marketing evolving into an entirely new discipline? Was what I knew about marketing now null and void? Not only were my thoughts on business and marketing challenged, entrepreneurship also challenged my values, priorities, relationships, health, finances and life. I can’t remember the number of times I had to start over again, not just picking up the pieces of my business, but picking up the pieces of who I was as a person.
  • 6. The Easy-Going Entrepreneur | Copyright Allison Ross 2015 4 Now, almost a decade later, I’m happy to say I made it through to the other side as one whole person. I wouldn’t change my journey for the world! What I’m most grateful for is that the core business fundamentals that seemed to fall apart were the same fundamentals I could rely on to put the pieces back together. Now with old and new knowledge combined, I’m able to see the big picture of marketing as it is today. Most importantly, I have learnt to see marketing in the big picture of life. It is this big picture that I aim to share with you in this guide. If you’re new to entrepreneurship, I’d like to say to you: “Best wishes on your journey. There will be hard times, but just keep on believing.” I hope that through this guide, I’ll make the road less bumpy and much more fun. Because, above all else, entrepreneurship should be fun.
  • 7. The Easy-Going Entrepreneur | Copyright Allison Ross 2015 5 PART 1 - It’s not business, it’s personal.
  • 8. The Easy-Going Entrepreneur | Copyright Allison Ross 2015 6 Chapter 1 - Challenge your old thinking patterns Where do I begin? If you’re anything like me a few weeks ago, you’re not living your dream life. And if you’re anything like the hundreds of entrepreneurs I’ve had the privilege of dealing with through the years, building your business is nothing short of a nightmare. I’ve been there, too. Constant stress and pressure from absolutely nobody but myself for not knowing enough, having enough or doing enough. All my hard work was yielding less and less rewards at greater costs to me and to my family. Whether you’ve just started out or whether you’ve been in business for a while, there’s no doubt you’ll face your fair share of challenges. Depending on where you are, these challenges can seem huge but I’ve learnt that the problems we face as entrepreneurs come down to only three variables: time, money and knowledge. On a scale of 1 to 10, where do you find yourself in terms of availability of time and money? Take a look at Figure 1. Figure 1 - The 4 Quadrants of Lack
  • 9. The Easy-Going Entrepreneur | Copyright Allison Ross 2015 7 Depending on your answers, you'll find yourself in one of four quadrants:  In quadrant A, you have sufficient money to invest in your business but limited time.  In quadrant B, you have sufficient time and sufficient money to invest in your business.  In quadrant C, you have limited money but sufficient time to invest in your business.  In quadrant D, you have limited time and limited money to invest. Irrespective of which quadrant you find yourself in, entrepreneurship is an on-going search for knowledge and personal growth and herein lies the challenge: What determines how you progress from where you are to where you want to be depends on how you handle any lack of knowledge. It becomes a balancing act between knowing how to maximise your own inherent strengths, learning what you need to learn, and realising when to hand over the rest to the right people with the right skills. Sadly, the life of the entrepreneur becomes an endless loop of trial and error with the end result often being an overwhelming feeling of failure. When you’re running a business rooted in desperation and lack, you lose your ability to dream and you completely forget why you started your business in the first place. Sound familiar? The great news is that you can change your life simply by changing the way we think!
  • 10. The Easy-Going Entrepreneur | Copyright Allison Ross 2015 8 Consider some of my favourite quotes from my favourite people. "Life is really very simple. What we give out we get back. Every thought we think is creating our future." Louise Hay "What the mind of a man can conceive and believe, it can achieve." Napoleon Hill "You are the Michaelangelo of your own life. The David that you are sculpting is you. And you do it with your thoughts." Joe Vitale "Happiness does not depend on who you are or what you have. It solely relies on what you think." Buddha What they’re referring to is the Law of Attraction: What we think determines how we feel. How we feel determines our level of vibration. Our level of vibration determines the people and situations we attract. It’s a law and it works for everyone whether we believe in it or not; whether we like it or not. Your circumstances as they are today, like them or not, is all your own doing. Tough to accept, isn’t it? It isn’t the lack of money, or lack of time, or lack of knowledge. While those issues may very well be present, they’re not the reasons why your business isn’t flourishing. A common way to demonstrate the Law of Attraction is through the example of the tuning fork first used by Dr. Masaru Emoto, author of the New York Times best-seller, The Hidden Messages of Water. Emoto works with three tuning forks. Forks 1 and 2 are designed to vibrate 440 times per second, while Fork 3 vibrates 442 times per second. When he hits Fork 1 with a rubber hammer, Fork 2 immediately vibrates and gives off a sound because it resonates with Fork 1. However, Fork 3 remains silent. This shows that energies vibrating at the same frequencies somehow find each other.
  • 11. The Easy-Going Entrepreneur | Copyright Allison Ross 2015 9 Now this is where you decide whether or not the contents of this book is for you. Are you willing to entertain the idea that being a successful entrepreneur has nothing to do with your ability to manage your time, money, and knowledge and everything to do with managing your vibration from one moment to the next? Figure 2 - Tuning your vibration You could either discard this as airy-fairy and impractical and continue doing what you’ve been doing...with the likelihood of achieving the same results. Or you could suspend all judgement and entertain the idea that the first step to building a successful business starts with fine-tuning your vibration. When you put in the time and effort to work on your vibration, you’re able to automatically and effortlessly attract the life of your dreams no matter what challenges you face. Because, believe in it or not, the Law of Attraction never fails.
  • 12. The Easy-Going Entrepreneur | Copyright Allison Ross 2015 10 Figure 3 - Tuning your vibration as an antidote to lack When you introduce the Law of Attraction into the equation, building a successful business even looks like more fun! So are you willing to change your old thinking patterns and embrace the principles of the Law of Attraction? The following chapters describe the steps I used to implement the Law of Attraction into my life and transform myself and, insodoing, my business. My wish is that it will do the same for you.
  • 13. The Easy-Going Entrepreneur | Copyright Allison Ross 2015 11 Chapter 2 - Starting today, tell the story of your life the way you want it to be. As a Marketing Consultant, I love working with start-up businesses because their enthusiasm, passion and ability to dream big is contagious. But the soul-destroying part of my job is that I seldom get to see them move beyond the starting blocks. Each time their fire dies, a little part of me dies with them. Of course, that’s only highlighted my own issues as a Marketing Consultant. I began to doubt everything that I was doing because, despite my best efforts, their ventures were failing. The irony is that I’m an ardent student of the Law of Attraction. In fact, if a $10 online certification has any clout, I’m a Certified Law of Attraction Basic Practitioner! Figure 4 - Law of Attraction Certificate
  • 14. The Easy-Going Entrepreneur | Copyright Allison Ross 2015 12 I knew this stuff, yet I was unable to see the glaringly obvious flaw in my own thinking that was attracting the wrong clients to my business. I was telling a very negative story about my business and its effect on my life that went something like this: “I don’t enjoy working with start-ups because they’re destined for failure before they begin. They don’t have money to pay for my services so I spend most of my time working for free, which is stopping me from moving forward in my own life. Maybe I shouldn’t be a Marketing Consultant”. And yet I continued to spend money on marketing tools, courses, and advertising to attract those very same type of clients. Insane, isn’t it? I don’t know exactly when or how it happened, but suddenly in one moment of one day not too long ago, the insanity of it all just hit me. It was in that moment when I made the decision to stop being someone who’s trying to manage time, money and my lack of knowledge with horrendous results. Instead I became someone who embraced the Law of Attraction. That entailed stopping absolutely everything that I was doing - no more buying, no more learning, no more advertising. For a solid week it was just me doing the things I love doing, including watching hours and hours of reruns of my favourite TV shows; taking time away from my laptop to have fun with my family and friends; sleeping a minimum of 8 hours a night; and reading inspirational books. One of the greatest benefits of fully embracing the Law of Attraction is the clarity you gain from stepping out of the typical problem-solving mode in which entrepreneurs operate. The more time I spent raising my vibration by doing the things I enjoyed away from business, the clearer the vision and goals for my business became.
  • 15. The Easy-Going Entrepreneur | Copyright Allison Ross 2015 13 I’m usually not one to write down my visions and my goals. I admit, when it comes to self- discipline, I’m a work-in-progress. A trick I learnt recently that works really well for me is to write my goals in the form of a story. From a place of clarity, I was able to rewrite the story of my life the way I want it to be. “I love working with start-up businesses because their enthusiasm, passion and ability to dream big is contagious. My biggest reward is seeing my clients overcome their fears and grow into thriving businesses. I thoroughly enjoy the financial freedom of doing what I want whenever I want, and I’m particularly grateful that my unlimited income allows me to spend time doing what I love with the people I love.” How would you rewrite the story of your life? Make your story as detailed as possible. The more the details, the greater the momentum. The greater the momentum, the greater the vibration. CAUTION: Make sure you’re telling a story that makes you feel good! You do not want to activate momentum in the wrong direction so use positive words, such as “grateful”, “thankful”, “passionate”, and “love”. For example, I could add to my story that I love taking early-morning walks on the beach and that I’m thankful to be living in Cape Town, so close to the sea; I could add that I’m grateful for places with Wi-Fi connectivity that allow me to work from anywhere I choose. One of the things I’m incredibly grateful for is that being an entrepreneur allows me to decide how to spend my day, especially when that means taking an afternoon nap or spending the day at the mall. These all need to make my list because these are the little things that make me happy. Are you up for a challenge?
  • 16. The Easy-Going Entrepreneur | Copyright Allison Ross 2015 14 Exercise 1: Try writing the story of your life the way you want it to be. Include all the activities you love and those you’d like to participate in if time and money were no longer an issue.
  • 17. The Easy-Going Entrepreneur | Copyright Allison Ross 2015 15 Chapter 3 - Bring your “future you” into your present reality Congratulations, you’ve made it to Chapter 3! Either you’ve taken the time to write your story and you’re pumped about the future you’re about to create, or you’re scanning through this book to see at which point exactly you’d like to request a refund. That’s completely fine. Like I said in the introduction, the contents of this book isn’t for everyone. Irrespective of why you’re here, I’m sure you’re keen to see how you’re going to create the reality of your dreams. Let’s first take a look at 4 of the most common beliefs around building a successful business which, until recently, I completely believed to be true. 1. You have to work hard 2. You have to take massive action in order to succeed 3. If you don’t succeed, you’ve failed 4. You have to measure your success by your sales, profits, return on investment, etc. Revisiting the four common beliefs of business success If you fully embrace the Law of Attraction, those tenets tend to lose their credibility. Let’s take a closer look. 1. You have to work hard How many hard-working people do you know who are just about surviving? As an entrepreneur, I’m sure you’ve never worked as hard as you have been since starting your business. In the famous words of Dr Phil: How’s that working for you? I thought so. With the Law of Attraction, on the other hand, the only work you need to do is to pay attention to your thoughts and how they make you feel.
  • 18. The Easy-Going Entrepreneur | Copyright Allison Ross 2015 16 When you’re feeling stressed, overwhelmed, doubtful, and worried - which is usually the mental state of the entrepreneur - your actions will feel like hard work. Because you’re operating at a low vibration, you’ll attract less than favourable results. When you’re taking action from a place of inspiration, you’re operating at a higher vibration. Inspired action yields that “top of the world” feeling where it feels less like hard work and more like following your passion. When you’re working from this higher vibration, you’ll begin to notice how people and situations arise as and when you need them. 2. You have to take massive action in order to succeed. To me, there’s nothing more damaging to an entrepreneur than being told to take massive action in order to succeed. It’s that kind of advice that had me risk everything again and again in the past with disastrous results. By all means, take massive action! But knowing what you now know about the Law of Attraction, please be careful not to confuse inspiration with desperation. Sometimes, all that’s needed is a small change in perspective to achieve massive results. And that’s what this book is all about. 3. If you don’t succeed, you’ve failed. Esther Hicks says it best. When you see a baby falling again and again when trying to walk, you don’t say “Get up, you little dummy!” No! You clap your hands and cheer so that they know they’re doing well and that it’s all just part of their learning. Once they’ve mastered walking, you do the same to help them through their next benchmark. So why should entrepreneurship be any different? When you think about it, you can’t fail because life is an on-going, never-ending journey of highs and lows so you’ll never really get it wrong because you’ll never really get it done.
  • 19. The Easy-Going Entrepreneur | Copyright Allison Ross 2015 17 The absolute beauty of “failure” as we know it is that whenever it happens, an opposite desire is instantly created. Take a look at the story of your life as you want it to be. How much of your story stems from the failures or lacks in your past? If it weren’t for all your perceived failures and disappointments, the story of your dream life wouldn’t be nearly as exciting. So embrace the lows! 4. You should measure your success by your sales, profits, return on investment, etc. As a Marketing Consultant, this one real hit home. If not by sales reports and Google Analytics, how was I supposed to measure the impact of a marketing campaign? The flaw in my thinking was that I allowed external feedback - namely, those sales reports, Google analytic, and ROI - to determine my success so when sales were low, I’d be low. The key to the Law of Attraction is to pay more attention to your internal feedback - i.e. your feelings - because that, more than anything, determines whether your measurable results are going to be positive or negative. Once I understood the impact of the Law of Attraction on the marketing results of a business, it became clear that my original book, “The Ultimate Quickstart Guide to Marketing Strategy”, needed a total overhaul. Later in Part 2 of this book, I’ll take you through my original thinking about marketing strategy and how it has changed since practicing the Law of Attraction.
  • 20. The Easy-Going Entrepreneur | Copyright Allison Ross 2015 18 The 4 steps of the Law of Attraction How now, brown cow? If you take away the 4 most common business tenets, what’s left? Figure 5 - The end of business as we know it The Law of Attraction, from the perspective of many teachers, comes down to 4 basic steps: 1. Ask. While you could actually just ask outright in thought or words, most of your asking has already been done through the contrasts you’ve experienced throughout your life. These contrasts make up the contents of the story of your life as you want it to be in Chapter 2. 2. Believe that everything you’ve asked for is created instantly on a vibrational level, ready for you to attract it. 3. Find a way to be in vibrational alignment so that you’re able to attract what you’ve asked for. 4. From place of vibrational alignment, be open for contrasts that will cause you to ask for even more.
  • 21. The Easy-Going Entrepreneur | Copyright Allison Ross 2015 19 An example of the Law of Attraction in action Say you’ve been struggling with the lack of money. That’s step 1 done and dusted because all your wealth now lies in your vibrational reality. Step 2 is to believe that it’s there, because when you believe it’s there you stop trying to fix the problem of not having money. In other words, you change your thinking from one of poverty consciousness to one of prosperity consciousness. Step 3, because you’re no longer focused on the lack of money, you’re free to focus on better-feeling thoughts. By vibrating at this higher level, you automatically attract people and situations that will help you realise your desires. Finally, in step 4, as life carries on from this place of high vibration, you welcome the contrasts that lower your vibration, knowing that they’re simply indicators that you need to realign some areas of your life. Say you become ill, a perfectly healthy version of yourself is automatically created in your vibrational reality. And the cycle continues... Disclaimer: This is my interpretation of the four steps of the Law of Attraction. I’ve changed the wording - but not the order - to better present the way in which I am able to implement it in my own life.
  • 22. The Easy-Going Entrepreneur | Copyright Allison Ross 2015 20 Ok, so this could very well be the point where you’re reaching for the Refund button. I’m a practical person, and these steps seem rather “airy-fairy” for someone who’s supposed to be taking their business seriously. But let’s consider your choices. You could choose to carry on doing what you’re doing with the same results, or you could give the Law of Attraction your best shot. This chapter shares with you the trick that I use to make “airy-fairy” seem a tad more practical and easier to implement. I BRING THE “FUTURE ME” INTO MY PRESENT REALITY. What does this mean? It means that not only do I write the story of my life the way I want it to be, I also describe the ”future me” with the characteristics that would allow “her” to vibrate at the highest possible level in order to achieve “her” desires. These characteristics include universal wisdom, unconditional love for myself and others, endless gratitude, self-acceptance, forgiveness, a kind heart, happiness, unyielding faith, the ability to see the good in everyone, and the understanding that people and situations who challenge me are there to expand my list of desires. And don’t forget my business acumen and excellent decision-making skills! What I’m actually doing is describing a version of myself that represents my higher consciousness. Depending on your spiritual beliefs, you could choose to see this as the version of yourself that’s closest to God, closest to source, your soul, your essence, etc. Eckhart Tolle has an interesting take on this: "What a liberation to realise that the ‘voice in my head’ is not who I am. Who am I then? The one who sees it.“ If you choose not to bring spirituality into this, you could simply see it as the best version of yourself. For practical purposes, I prefer to view my higher consciousness as the best version of myself that knows how to put together the puzzle pieces as I go about collecting them on my life’s journey.
  • 23. The Easy-Going Entrepreneur | Copyright Allison Ross 2015 21 Here are a few examples of how I bring the “future me” into my present reality. I may have said my way is practical...you be the judge. Remember, the ability to laugh at yourself contributes to a higher vibration so I do plenty of that! 1. I include at least one activity from the story of my life into my day-to-day activities. For example, I see the “future me” as being healthy and in shape, yet the present-day me hasn’t been to gym in 6 months! No more excuses. That was the inspiration I needed to go back to gym. 2. We’re humans. We get angry and we get annoyed. When I get the urge to throw things at people, I know that it’s my present-day self vibrating at a lower level. Knowing that the “future me” understands that people and situations who challenge me are here to expand my list of desires, I thank them for my new desire - perhaps it’s people who don’t annoy me, perhaps it’s more tolerance for people who don’t share my views - and I look for the good in them. 3. When I get overwhelmed with a situation, I actually speak to my “future me”. I’d say something along the lines of “Ok, you sort this one out, I’m going to watch series”. The fact is that doing something fun will raise my vibration and bring clarity to the situation anyway. The feeling that you can surrender your troubles to someone else just adds an extra sense of peace. This is very powerful when you integrate your spiritual beliefs into your business. Now for the most important part of this book: Whenever you’re engaged in an activity that brings your future you into your present reality, it is important that you repeat these words: “I am so grateful to be living the life of my dreams. I love my life!” When it comes to the Law of Attraction, the only moment that counts is the present moment so even if you’re feeling like you’re living the life of your dreams just for that moment, the Law of Attraction has to respond.
  • 24. The Easy-Going Entrepreneur | Copyright Allison Ross 2015 22 The great thing about the Law of Attraction is that you don’t have to be vibrating at the highest level all the time to start seeing results. You just need to be vibrating at a higher level more than you do at a lower level and then watch as the miracles show up. Are you still with me? Great! It’s exercise time.
  • 25. The Easy-Going Entrepreneur | Copyright Allison Ross 2015 23 Exercise 2: Here’s a short exercise before we get into the business of running a business in Part 2.  Describe the characteristics inherent in your “future you”.  From your story in Exercise 1, choose the activities that you’ll be incorporating into your day-to-day activities. Commit to it. This forms your action plan for manifesting your dream life. The more opportunities you create to tell yourself that you’re “...so grateful to be living the life of my dreams” the sooner you’ll start to see miracles unfold in your life.
  • 26. The Easy-Going Entrepreneur | Copyright Allison Ross 2015 24 Summary of Part 1 If there could be only one gem you’ve taken from Part 1, I sincerely hope it’s the knowledge that you can create any life you desire simply by focusing on how you think. You’ve been doing it all your life! If your current reality isn’t exactly what you would’ve liked it to be, it’s only because you’ve been spending more time thinking more about the negative than you have about the positive. While it’s hard to swallow, it should also be empowering to know that you can change it in an instant by changing the way you think. One BIG caveat before we carry on… What you think and what you feel needs to be in alignment because the Law of Attraction responds to what you feel, not what you think. Try it. Say something like “I’m going to make R1 million in the next two weeks”. (I have used the South African Rand for the examples in this book. Please insert your own currency.) Does saying that get you all pumped about making R1 million in the next two weeks? I didn’t think so. That’s because you don’t really believe that you’ll be making R1 million in the next two weeks. Because you don’t believe what you’re thinking, your underlying feeling is one of doubt, disbelief, and a whole bunch of negative emotions that are leading you down a path you’re actually trying to avoid. So stop that thought right there! For most of us, our business is the vehicle for building the life of our dreams and while I’m all one for lofty goals and big dreams, it’s often those big dreams that trip us up because we really don’t believe we have what it takes to achieve them. And then we wonder why we don’t!
  • 27. The Easy-Going Entrepreneur | Copyright Allison Ross 2015 25 While I believe with all my heart that cultivating a healthy mindset is the first step to a successful business, this book isn’t about making you a more confident person. If I were to do that, I’d be implying that you’re not good enough exactly as you are. According to the Law of Attraction, you’re perfect. Not only perfect, you’re absolutely amazing with strengths beyond your wildest imagination if you just dared to imagine! This book challenges you to change the way you think. It gives you an alternative to believing you need to fix yourself, your business, or your situation in order to succeed. Your only “hard work” is to master your thoughts. When you do that, the right people, the right teachers and the right situations will make their way to you as and when you need them to. In Part 1 I shared with you some of my tricks for living the life of my dreams from one moment to the next. In Part 2, I’ll show you how to use those tricks for running the business of your dreams from one moment to the next. CONTENT OVERVIEW OF PART 2: Chapter 4 - Get clear on the definition of marketing Chapter 5 - Choose your business model Chapter 6 - Identify your customer Chapter 7 - Design your marketing message Chapter 8 - Allocate your marketing budget Chapter 9 - Putting it all together
  • 28. The Easy-Going Entrepreneur | Copyright Allison Ross 2015 26 Next steps 1. Are you ready to implement the strategies in The Easy-Going Entrepreneur? Sign up for the free 7-Day Business Reboot Challenge where I send you 7 more days of tips and techniques for raising your vibration: http://allison-ross.com/7-day-reboot- challenge. 2. If you’d like to buy the complete book, please click here: http://the-easy-going- entrepreneur.allison-ross.com 3. If you need help writing your story or implementing your marketing strategy, please contact me at allison@allison-ross.com for more information about my coaching options. 4. If you’d like to explore more about the Law of Attraction, please see the references and recommendations in the next section.
  • 29. The Easy-Going Entrepreneur | Copyright Allison Ross 2015 27 References and recommendations My views and understanding of the Law of Attraction have been significantly influenced by a number of teachers, including Abraham as taught by Jerry and Esther Hicks, Dr Wayne Dyer, Masaru Emoto, and Eckhart Tolle. See more of what they offer by accessing these links: 1. The Essential Law of Attraction Collection by ESTHER HICKS, JERRY HICKS AND ABRAHAM 2. Co-creating at Its Best - A Conversation Between Master Teachers by DR. WAYNE W. DYER , ESTHER HICKS 3. Messages from Water and the Universe by MASURU EMOTO 4. The Importance of Being Extraordinary by DR. WAYNE W. DYER , ECKHART TOLLE 5. Change Your Thoughts - Change Your Life by DR. WAYNE W. DYER 6. Manifest Your Soul's Purpose Video Course: Using the I Am Light Principles by DR. WAYNE W. DYER For additional reading, I recommend that you browse through the Hay House website for similar ebooks, audios, books, and courses. Please note: I am a Hay House affiliate, which means I will receive a small percentage of any sales generated through these links. Happy manifesting!