DAN LOK has been viewed more than 1.7 billion times across social media for his expertise on how to achieve financial confidence. And he is the author of over a dozen international bestselling books. Dan has also been featured on FOX Business News, MSNBC, CBC, FORBES, Inc., Entrepreneur, and Business Insider. In addition to his social media presence, Dan Lok is the founder of the Dan Lok Organization—which includes more than two dozen companies— and is a venture capitalist currently evaluating acquisitions in markets such as education, new media, and software. The organization includes an expansive list of companies and brands that range from Closers.com, Copywriters.com, InstantScripts.com, High Ticket Closers, High Income Copywriters, and a dozen others. And as chairman of DRAGON 100, the world’s most exclusive advisory board, Dan Lok also seeks to provide capital to minority founders and budding entrepreneurs. Dan Lok trains as hard in the Dojo as he negotiates in the boardroom and thus has earned himself the name— The Asian DragonDJ RICHOUX is an entrepreneur and marketing coach who has over 19 years of practical hands on “street-smart” marketing and customer service experience. He has won international excellence in service award from Porsche and national excellence in service award from Jaguar. He accelerated annual sales of a company from $327,000 to 1.81 million in just 12 months as well as increasing quarterly gross sales of a another company from $222,000 to $497,280 within three months. For the last decade he has specialized in developing step-by-step systems that enable business owners to realize the true potential of their businesses. Now as a salon marketing expert, DJ is revolutionizing the way salon owners do business delivering them more freedom, more profit and more fun.

• Introduction How I Raise Myself from Failure to Success Now Meet DJ Richoux, The Book’s CoAuthor What Makes This Book Different What’s Holding You Back? Lie #1 –“I Just Need To Be Good At What I Do,And My Business Will Be Successful.” You Are Not Alone! Being the Best Salon Is Not Good Enough It’s NOT Your Fault How I Accidentally Became A Salon Owner The Biggest Reason Why Salon Owners Fail How To Make All Your Dreams A Reality How I Discovered My New Life Direction Are You Working So Hard, But Still Aren’t Getting What You Want From Your Salon /Spa Business? Lie #2 –The Salon Business Can Only Be A Good “Hobby Business” Or A “Labor Of Love.” Why Anyone - Including You - Can Be Wealthy Do You Own A Job Instead Of A Business Are You Guilty Of Committing This Deadly Sin? The Most Common Mistakes Struggling Salon Owners Make Why You Deserve To Be Fulfilled And Wealthy At The Same Time The Only Reason To Be In Any Business Become Financially Free And Live Your Dreams Lie #3 –“It’s A Business, It’s Supposed To Be Hard Work And Long Hours – It’ll Get Better.” A Valuable Lesson I Learned About Building Businesses Why Most Salon Businesses Are Hard Work - If they Don’t Miserably Fail Are You Trapped In Your Business? What To Do If You Want To Turn Your Salon/Spa Business Around Immediately No Decent Beauty or Hair Professional Would Say That Being “Self Taught” Is a Good Idea Work ON Your Business – Not Just IN Your Business Why Repetitive, Time-Consuming Tasks Might Be Your Downfall My Super-Simple Productivity Secret Lie #4 –“We Just Need To Get Our Name Out There.” What Advertising Sales Reps Don’t Want You To Know An Easy Way To Adopt The Mindset Of Successful And Wealthy Salon Owners How To Double Or Triple Your Salon Profits Brand-Image Advertising VS. Promotional Advertising Four Important Rules Of Promotional Advertising What Real Marketing Is Not What Real Marketing Really Is Look Over Dan’s Shoulder A New Way Of Getting Clients That Really Works The Quickest, Easiest And Best Way To Get A Never-Ending Supply Of Clients Feeling Frustrated and Overwhelmed? Need My Help? Lie #5 -“If Only I Could Get More Clients In The Door,My Business Will Be Successful...” The Single Most Important Asset in Your Business Uncover the Hidden Profits in Your Business Today How to Keep Your Current Clients Coming Back Again and Again The Two Essential Ingredients of a Thriving Salon Business Six Powerful Reasons Why You Should Launch a Loyalty Program Plug the Hole in the Bottom of Your Income Bucket More Profit – More Time Off – Fewer Hassles Lie #6 –“I Have To Lower My Prices To Beat Out My Competition.” The Most Important Lesson I Have Learned About Pricing How to Go From the Bottom of the Ladder Straight to the Top We Can Make It Up In Volume How I Position My Salon to Charge Above -Average Prices Eliminate and Repel Bargain Pricing Customers What Really Matters to Your Clients You are NOT Your Client High Prices = Better Clients How to Identify Your Ideal Client Creating the Right Experience for Your Clients There are MORE Reasons to Go Higher! Low is Not the Way to Go Lie #7 –“I Could Do This On My Own” The Unvarnished Truth About What It Really Takes to Succeed Four Exit Strategies for Your Salon Business I Became a Better Leader When I Learned This Set a High Standard for Your Salon Establish a Working System for Your Salon Getting Your Staff to Support Your New System The Most Important Person to Make All Your Dreams a Reality How I Found My Mentors (and How You Can, Too) The Shortcut to Creating the Salon Business You’ve Always Imagined (but Still Have a Life) How Do You Find The Right Mentor for You? CONCLUSION

“For the past 21 years, I’ve been helping small businesses discover how to attract more customers and make more money. In those 21 years I have never read a book that’s so simple, yet so profound. Lies Salon Owners Believe is the answer to any salon business owner who wants to get more business right away. If you’ve ever wondered how to beat the competition, pull in more customers and dramatically grow your business, Dan shows you the key steps to take. Let’s be honest. Most salons could be making a lot more money, just by making a few changes. Finally you can discover what’s been holding you back from the success you know your business is capable of. Get this book and read every word!” —Charlie Cook, President, MarketingForSuccess, Consultant to Fortune 500 companies that includes Forbes, AETNA, & AT&T

DAN LOK has been viewed more than 1.7 billion times across social media for his expertise on how to achieve financial confidence. And he is the author of over a dozen international bestselling books. Dan has also been featured on FOX Business News, MSNBC, CBC, FORBES, Inc., Entrepreneur, and Business Insider. In addition to his social media presence, Dan Lok is the founder of the Dan Lok Organization—which includes more than two dozen companies— and is a venture capitalist currently evaluating acquisitions in markets such as education, new media, and software. The organization includes an expansive list of companies and brands that range from Closers.com, Copywriters.com, InstantScripts.com, High Ticket Closers, High Income Copywriters, and a dozen others. And as chairman of DRAGON 100, the world’s most exclusive advisory board, Dan Lok also seeks to provide capital to minority founders and budding entrepreneurs. Dan Lok trains as hard in the Dojo as he negotiates in the boardroom and thus has earned himself the name— The Asian DragonDJ RICHOUX is an entrepreneur and marketing coach who has over 19 years of practical hands on “street-smart” marketing and customer service experience. He has won international excellence in service award from Porsche and national excellence in service award from Jaguar. He accelerated annual sales of a company from $327,000 to 1.81 million in just 12 months as well as increasing quarterly gross sales of a another company from $222,000 to $497,280 within three months. For the last decade he has specialized in developing step-by-step systems that enable business owners to realize the true potential of their businesses. Now as a salon marketing expert, DJ is revolutionizing the way salon owners do business delivering them more freedom, more profit and more fun.

• Introduction How I Raise Myself from Failure to Success Now Meet DJ Richoux, The Book’s CoAuthor What Makes This Book Different What’s Holding You Back? Lie #1 –“I Just Need To Be Good At What I Do,And My Business Will Be Successful.” You Are Not Alone! Being the Best Salon Is Not Good Enough It’s NOT Your Fault How I Accidentally Became A Salon Owner The Biggest Reason Why Salon Owners Fail How To Make All Your Dreams A Reality How I Discovered My New Life Direction Are You Working So Hard, But Still Aren’t Getting What You Want From Your Salon /Spa Business? Lie #2 –The Salon Business Can Only Be A Good “Hobby Business” Or A “Labor Of Love.” Why Anyone - Including You - Can Be Wealthy Do You Own A Job Instead Of A Business Are You Guilty Of Committing This Deadly Sin? The Most Common Mistakes Struggling Salon Owners Make Why You Deserve To Be Fulfilled And Wealthy At The Same Time The Only Reason To Be In Any Business Become Financially Free And Live Your Dreams Lie #3 –“It’s A Business, It’s Supposed To Be Hard Work And Long Hours – It’ll Get Better.” A Valuable Lesson I Learned About Building Businesses Why Most Salon Businesses Are Hard Work - If they Don’t Miserably Fail Are You Trapped In Your Business? What To Do If You Want To Turn Your Salon/Spa Business Around Immediately No Decent Beauty or Hair Professional Would Say That Being “Self Taught” Is a Good Idea Work ON Your Business – Not Just IN Your Business Why Repetitive, Time-Consuming Tasks Might Be Your Downfall My Super-Simple Productivity Secret Lie #4 –“We Just Need To Get Our Name Out There.” What Advertising Sales Reps Don’t Want You To Know An Easy Way To Adopt The Mindset Of Successful And Wealthy Salon Owners How To Double Or Triple Your Salon Profits Brand-Image Advertising VS. Promotional Advertising Four Important Rules Of Promotional Advertising What Real Marketing Is Not What Real Marketing Really Is Look Over Dan’s Shoulder A New Way Of Getting Clients That Really Works The Quickest, Easiest And Best Way To Get A Never-Ending Supply Of Clients Feeling Frustrated and Overwhelmed? Need My Help? Lie #5 -“If Only I Could Get More Clients In The Door,My Business Will Be Successful...” The Single Most Important Asset in Your Business Uncover the Hidden Profits in Your Business Today How to Keep Your Current Clients Coming Back Again and Again The Two Essential Ingredients of a Thriving Salon Business Six Powerful Reasons Why You Should Launch a Loyalty Program Plug the Hole in the Bottom of Your Income Bucket More Profit – More Time Off – Fewer Hassles Lie #6 –“I Have To Lower My Prices To Beat Out My Competition.” The Most Important Lesson I Have Learned About Pricing How to Go From the Bottom of the Ladder Straight to the Top We Can Make It Up In Volume How I Position My Salon to Charge Above -Average Prices Eliminate and Repel Bargain Pricing Customers What Really Matters to Your Clients You are NOT Your Client High Prices = Better Clients How to Identify Your Ideal Client Creating the Right Experience for Your Clients There are MORE Reasons to Go Higher! Low is Not the Way to Go Lie #7 –“I Could Do This On My Own” The Unvarnished Truth About What It Really Takes to Succeed Four Exit Strategies for Your Salon Business I Became a Better Leader When I Learned This Set a High Standard for Your Salon Establish a Working System for Your Salon Getting Your Staff to Support Your New System The Most Important Person to Make All Your Dreams a Reality How I Found My Mentors (and How You Can, Too) The Shortcut to Creating the Salon Business You’ve Always Imagined (but Still Have a Life) How Do You Find The Right Mentor for You? CONCLUSION

“For the past 21 years, I’ve been helping small businesses discover how to attract more customers and make more money. In those 21 years I have never read a book that’s so simple, yet so profound. Lies Salon Owners Believe is the answer to any salon business owner who wants to get more business right away. If you’ve ever wondered how to beat the competition, pull in more customers and dramatically grow your business, Dan shows you the key steps to take. Let’s be honest. Most salons could be making a lot more money, just by making a few changes. Finally you can discover what’s been holding you back from the success you know your business is capable of. Get this book and read every word!” —Charlie Cook, President, MarketingForSuccess, Consultant to Fortune 500 companies that includes Forbes, AETNA, & AT&T

DAN LOK has been viewed more than 1.7 billion times across social media for his expertise on how to achieve financial confidence. And he is the author of over a dozen international bestselling books. Dan has also been featured on FOX Business News, MSNBC, CBC, FORBES, Inc., Entrepreneur, and Business Insider. In addition to his social media presence, Dan Lok is the founder of the Dan Lok Organization—which includes more than two dozen companies— and is a venture capitalist currently evaluating acquisitions in markets such as education, new media, and software. The organization includes an expansive list of companies and brands that range from Closers.com, Copywriters.com, InstantScripts.com, High Ticket Closers, High Income Copywriters, and a dozen others. And as chairman of DRAGON 100, the world’s most exclusive advisory board, Dan Lok also seeks to provide capital to minority founders and budding entrepreneurs. Dan Lok trains as hard in the Dojo as he negotiates in the boardroom and thus has earned himself the name— The Asian DragonDJ RICHOUX is an entrepreneur and marketing coach who has over 19 years of practical hands on “street-smart” marketing and customer service experience. He has won international excellence in service award from Porsche and national excellence in service award from Jaguar. He accelerated annual sales of a company from $327,000 to 1.81 million in just 12 months as well as increasing quarterly gross sales of a another company from $222,000 to $497,280 within three months. For the last decade he has specialized in developing step-by-step systems that enable business owners to realize the true potential of their businesses. Now as a salon marketing expert, DJ is revolutionizing the way salon owners do business delivering them more freedom, more profit and more fun.

• Introduction How I Raise Myself from Failure to Success Now Meet DJ Richoux, The Book’s CoAuthor What Makes This Book Different What’s Holding You Back? Lie #1 –“I Just Need To Be Good At What I Do,And My Business Will Be Successful.” You Are Not Alone! Being the Best Salon Is Not Good Enough It’s NOT Your Fault How I Accidentally Became A Salon Owner The Biggest Reason Why Salon Owners Fail How To Make All Your Dreams A Reality How I Discovered My New Life Direction Are You Working So Hard, But Still Aren’t Getting What You Want From Your Salon /Spa Business? Lie #2 –The Salon Business Can Only Be A Good “Hobby Business” Or A “Labor Of Love.” Why Anyone - Including You - Can Be Wealthy Do You Own A Job Instead Of A Business Are You Guilty Of Committing This Deadly Sin? The Most Common Mistakes Struggling Salon Owners Make Why You Deserve To Be Fulfilled And Wealthy At The Same Time The Only Reason To Be In Any Business Become Financially Free And Live Your Dreams Lie #3 –“It’s A Business, It’s Supposed To Be Hard Work And Long Hours – It’ll Get Better.” A Valuable Lesson I Learned About Building Businesses Why Most Salon Businesses Are Hard Work - If they Don’t Miserably Fail Are You Trapped In Your Business? What To Do If You Want To Turn Your Salon/Spa Business Around Immediately No Decent Beauty or Hair Professional Would Say That Being “Self Taught” Is a Good Idea Work ON Your Business – Not Just IN Your Business Why Repetitive, Time-Consuming Tasks Might Be Your Downfall My Super-Simple Productivity Secret Lie #4 –“We Just Need To Get Our Name Out There.” What Advertising Sales Reps Don’t Want You To Know An Easy Way To Adopt The Mindset Of Successful And Wealthy Salon Owners How To Double Or Triple Your Salon Profits Brand-Image Advertising VS. Promotional Advertising Four Important Rules Of Promotional Advertising What Real Marketing Is Not What Real Marketing Really Is Look Over Dan’s Shoulder A New Way Of Getting Clients That Really Works The Quickest, Easiest And Best Way To Get A Never-Ending Supply Of Clients Feeling Frustrated and Overwhelmed? Need My Help? Lie #5 -“If Only I Could Get More Clients In The Door,My Business Will Be Successful...” The Single Most Important Asset in Your Business Uncover the Hidden Profits in Your Business Today How to Keep Your Current Clients Coming Back Again and Again The Two Essential Ingredients of a Thriving Salon Business Six Powerful Reasons Why You Should Launch a Loyalty Program Plug the Hole in the Bottom of Your Income Bucket More Profit – More Time Off – Fewer Hassles Lie #6 –“I Have To Lower My Prices To Beat Out My Competition.” The Most Important Lesson I Have Learned About Pricing How to Go From the Bottom of the Ladder Straight to the Top We Can Make It Up In Volume How I Position My Salon to Charge Above -Average Prices Eliminate and Repel Bargain Pricing Customers What Really Matters to Your Clients You are NOT Your Client High Prices = Better Clients How to Identify Your Ideal Client Creating the Right Experience for Your Clients There are MORE Reasons to Go Higher! Low is Not the Way to Go Lie #7 –“I Could Do This On My Own” The Unvarnished Truth About What It Really Takes to Succeed Four Exit Strategies for Your Salon Business I Became a Better Leader When I Learned This Set a High Standard for Your Salon Establish a Working System for Your Salon Getting Your Staff to Support Your New System The Most Important Person to Make All Your Dreams a Reality How I Found My Mentors (and How You Can, Too) The Shortcut to Creating the Salon Business You’ve Always Imagined (but Still Have a Life) How Do You Find The Right Mentor for You? CONCLUSION

“For the past 21 years, I’ve been helping small businesses discover how to attract more customers and make more money. In those 21 years I have never read a book that’s so simple, yet so profound. Lies Salon Owners Believe is the answer to any salon business owner who wants to get more business right away. If you’ve ever wondered how to beat the competition, pull in more customers and dramatically grow your business, Dan shows you the key steps to take. Let’s be honest. Most salons could be making a lot more money, just by making a few changes. Finally you can discover what’s been holding you back from the success you know your business is capable of. Get this book and read every word!” —Charlie Cook, President, MarketingForSuccess, Consultant to Fortune 500 companies that includes Forbes, AETNA, & AT&T