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Today’s series will be jam packed with tips and secrets on how to maximize opportunities in front of an audience. You have to capitalize on every possible money making avenue when preparing for a speaking event. That is why all forms of marketing should be used.
I learned that the first rule of thumb on a platform is to make an enticing offer. After you make an irresistible offer, immediately debunk any objections by telling a relatable story. Once an enticing offer has been created and any possible objections have been answered, use cool tricks to stimulate the mind and capture the attention.
Did you know that the human mind begins to wonder after about 6 to 7 minutes? As a marketer, this can be a nightmare. Losing attention is equal to losing money.
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|Daegan:||Yeah, like ‘Rocky’ and ‘Rudy’, watch those movies, right? Go back and watch them and say to yourself, why do I feel really good at this part? How do we build up to that part and all that? That’s awesome. So we want to look at objections, think about them and then create stories that will handle those objections or at least within our story, be mindful and make sure that we handle those objections and use one of these formats..
Here’s something that people don’t think about, especially in the online world. I think it’s much more important when you’re actually in front of an audience, but I think it also translates into an online world.
|Daegan||Who should we think about being in order to and, of course, we want to be ourselves, but you know where I’m going with this?|
|Dustin||I totally do. It’s tough, Daegan, because for me, I can think of 80 ways to answer this, so I’m just going to go until you tell me to stop or tell me we’ve run out of tape. There are a couple things. My partner, Dave, before he goes out on a stage, as far as the mental aspect of it, it’s really all in the words we say. If you say that you’re afraid or if you have fear before going out onstage, these are not good words to say. Rather, could you it this way– I feel the energy coming through me. I feel the vibrations pulsing through. Reframing your language a little bit, because if you start saying I’ve got butterflies, your mind’s going to take you down that path of butterflies and I realize for some people speaking is worse than death, they say people would rather die than public speak. Everybody has that energy that goes through them before they get onstage. One way to overcome some of that is to go out before the event and start shaking people’s hands, especially in the front row. If you feel that excitement before you speak live, shaking people’s hands ahead of time and getting to know the audience makes you feel at home. Something I used to do very early on is shake people’s hands in the front row. The other thing you can do, my partner Dave, listens to techno music before he goes out onstage. He’s getting in the zone. He’s just kind of getting the energy coursing through his body. In terms of some ninja marketing stuff, this is my favorite stuff. I’m not a braggadocios guy. I’m not one to sit here and say I’m the best this and the best that. However, I leverage tools to do that all for me. Actually, before this event, we just came back from an event out in Utah called The Webinar Summit.
One of the things that I did was, I got hold of all of the attendees that were going to be there and sent them a direct mail piece, even before we got to the event because we know in sales it takes, how many touches, usually, do you hear it takes before someone buys your product or service?
What’s that magic number do you know it?
|Daegan||Seven to twelve.|
|Dustin||That’s right, so why not hit them up on Facebook if you can, why not send them a direct mail piece, why not hit them a couple times before you get to the event, if you can. It’s not always possible, but if you can, do that or sell the promoter on doing a webinar ahead of time. Doing all these little things will help you convert and take the pressure off of you for having to convert, at the event.|
|Daegan||Can I emphasize that? I want them to get what you just said, because 7 to 12 touches people tend to think is like, all right, I have to send 7 emails before someone will look at my stuff enough to buy. But it’s 7 to 12 touches, which could be across all sorts of media, so it could be like you just said…
So think about it in that multi-dimensional way and write that down.
|Dustin||Dan Kennedy’s a famous marketing legend and a mentor of mine. When you book an event or get asked to speak and you know you’re going, you should be scheming every possible way to monetize for the promoter. Sometimes the promoter, they’re not going to come out and say hey, Daegan, would you like to send some emails to my list ahead of time? Would you like to send my people a direct mail piece? They’re not going to be thinking of that because they’re busy running their businesses. So it’s your job to talk to the promoter ahead of time or, if you’re doing a webinar, talk to the affiliate that’s sending you traffic and ask them; hey, what do you think about sending some articles, I’m not going to put my link on there, but just planting some seeds before we even do a promo for our next webinar or the event? That’s a sneaky strategy right there where you’re just delivering, value delivering, content with no links back to your website or anything; just your name and who you are. These little things are the 6 to 12 touches before you get there, so that’s something you can do as well. Now I want to share with you probably the most powerful strategy that you can use if you’re going to be speaking live and that’s use of an intro video. I told you I’m not one to sit here and say I’m the best thing since sliced bread; however, I use tools that will do that for me. One of those tools is called an intro video. Perhaps you’ve seen it. Sometimes you’ll see it at an event and it says Dustin Mathews has been seen on ABC, Fox News. Dustin Mathews, Dustin Mathews, it’s like doing that montage thing. Sometimes when you speak, you might not necessarily know the promoter or you might walk into an environment where they don’t necessarily know you. Sometimes the person introducing you will mess up or just won’t do you justice.
Therefore, having an intro video – a two-minute intro video – play who you are has the audience enraptured and they get sold before you even go onstage. But it wasn’t you trying to tell them oh, I’ve been on Fox TV and on ABC, it was somebody else, a third-party validation that sells the crowd for you before you even get on.
In an online world I can definitely equate or have an equivalent for that in the things that I’d like to test. If I send a person a testimonial video before they get to my sales video or sales letter, I’ve found that it’ll slightly increase the amount that people buy, like maybe 10 percent more people will buy. What it really does is, on those higher-ticket offer, maybe a one-time offer that’s a thousand dollar, multiple thousand dollars, it makes them far more likely to say yes to those offers.
I feel like we’re talking in that same vein. You get up onstage and now you’ve got this third party doing this controlled intro that’s setting you up perfectly and that’s killer. Here’s what I know people are thinking about when we talk about something like that, what’s integral to an intro video like that if someone wanted to set something like that up for themselves?
|Dustin||I think music, for sure. I actually outsource this, but I don’t just blindly outsource it, I go to guys that I know have a track record or have produced something I’ve seen before that I like. But if you were going to instruct somebody that maybe doesn’t have the track record, I think high-intensity music. You can’t have slow music. You want to get the crowd energized. You want to get them juiced up, so fast-paced music is definitely important. I think pictures of you speaking. If you can get pictures or videos of you speaking, even though you’re there speaking, it kind of says oh well, this guy speaks, so he’s credible. Any use of logos. If you’ve been in the news and print media, if you’ve been interviewed on TV, incorporating that and I always like to include like Daegan said, uses of testimonials referencing that.
So anything, really that’s a credibility piece, is what it is, because they’re going to see you in a few minutes, so you want to put as much credible things in there, such as…
Anything that could give you any edge of credibility, I would include into the intro video.
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|Daegan:||Awesome! Again, a golden nugget so pick it up, take some notes, and brainstorm on it as you’re listening through. The next thing that came to mind as you were going through that, is the real difference between speaking in person in a live environment offline compared to online is the level with which we can interact with people. I love when I get a chance to go to events and see how speakers get the crowd involved from the stage. What are some of the things that I know people aren’t thinking about, but that is tricks of the trade when it comes to getting people involved in the presentation, making sure that they’re having fun, that they’re learning?
How do you get people involved?
|Dustin:||Well, let me ask you this, Daegan, do you feel like this interview’s going well so far?|
|Daegan:||Yes, good question.|
|Dustin:||Would you like more?|
|Dustin:||Are you getting everything we’re saying so far?|
|Daegan:||I think so, yes.|
|Dustin:||What I just did to Daegan there are what’s called trial closes, I like to just jump right in. One of the things when you’re speaking is and again, going back to my partner, Dave who is really the front man of our Speaking Empire. He’s done over 3000 presentations, so he’s tested and honed this and has trained me to do this as well. Dave found when he was studying presentations is our minds start going every six to seven minutes, meaning if you’re in a live environment, you start getting tuned off. One way that I can grab your attention, make sure you pay attention and don’t wander off is by asking you questions, so that’s what I just did to Daegan. If you want to, write this down. And right there, Daegan, just by me telling them to write it down, that’s another strategy as well. If you ever go to personal development seminars, turn to a neighbor and share this with a friend, you want to create that interaction. Now, don’t just hit them with it, you know, talk, talk, talk about every six or seven minutes, if you can, every couple slides say hey, you’re going to want to write this down. The questions, the trial closes, the ones we love to ask is, are you getting this? This kind of gets into some NLP stuff, because when I say are you getting this, I’m asking you two questions, really– Are you getting this, basically, are you getting what I’m saying? Do you understand this is that question and then, are you getting this? Are you getting my product or service? Daegan, you’re going to love this when you come down. One of the things you do when you ask that question live is to point to your product. We like to put our product up onstage, and then when we do our trial close question, not only do we ask are you guys getting this, what I’m doing right now – you guys can’t see this, but I’m pointing to the door in this case because I don’t have my product set up, saying are you getting this?
Subconsciously, we’re pointing at the product and saying, are you getting this? One of the big key components when you’re speaking live is you can do a lot of things such as NLP stuff. You can point at certain things that are called anchors.
By me asking you these questions, you might be taking notes or checking your email, but as soon as I ask you a question, your mind is naturally going to get hooked back to what I’m saying, right? It’s a very powerful strategy for keeping people engaged.
|Daegan:||If I was able to take notes right now I’d be writing all of this down right now. I know, as I listen through it I’m going to go back and rewind through some of these questions, because just verbatim what you said automatically it’s like a trance-inducing thing.
Imagine if you had gotten this five years ago that’s exactly where you’re going – man, my life would be so much better. I don’t even know what it is, but I’m just imagining it.
|Dustin:||That’s right. There are some other cool things that you can do such as embedded commands like ‘now’, like starting your sentences with “now.” So now is the time to take action. “When you do the right thing” is another thing. “When you invest in the program” and actually, that’s another thing I see speakers do. I was just at The Webinar Summit I was talking about with some Internet marketers and most of Internet marketers are great at the computer, not the best from stage. I saw so many speakers there – because they’re not trained, they didn’t come from the background that I came from, unfortunately for them but good for me, is that a lot of them are saying “If you decide to work with me.” Promise me, everyone Never, ever say “if” in your presentation, it’s always “when” you… when you invest in the system, when you take action today. It’s not if.” We have to assume the sale. Yeah, not everyone’s not going to buy in the room, but you have to assume the sale and position yourself as a power of authority by saying things such as “when you take action” instead of “if you take action.”|
|Daegan:||That’s awesome. Yeah so again, let me ask you are you getting this? And I hope you’re writing this down.|
|Dustin:||You can write this down now or later.|
|Daegan:||Yeah, that’s awesome! All right, so we’ve gone through some cool tricks. We’ve talked about the right type of story. We’ve talked about creating the offer. Let’s hone in a little bit on when we’re talking about the close.
What are some of the things we do there to really bring the point home?
|Dustin:||Daegan, you hit this right on the head and we actually should probably spend as much time as we can on the close, because a lot of people struggle in this area. Have you ever seen an offer where it’s like today when you take action, you’re going to get six CDs, a workbook, and you’re going to get a marketing review? It’s like a standard offer six CDs and a workbook. Gosh, let’s make that sexy. Let’s make that attractive. How about, instead, let’s do the in your home one-on-one training with Daegan’s webinar series. That’s a very long thing to say, but you get what I’m saying. It’s much better than saying oh you’re going to get six CDs and a workbook. Let’s make these benefit-driven things. One of the things I want people to visualize right now is, imagine the stack slide. The stack slide is basically every little component in your offer. You really should have one slide towards the end of your presentation that lists everything that you’re going to get. On each one of those line items, you should have, for lack of a better word, sexy or attractive language. You know, the in your home training series; the cash-on-demand webinar system; just sexing up your words, putting benefit-driven language into your offer. And actually naming your offer as a benefit is immensely huge. One of our jokes, Daegan, is every system should be called the wealth and freedom system, because what do people want? They want to create wealth and they want freedom. When you come to the office you’ll probably hear the joke of the wealth oh, it’s Daegan’s wealth and freedom enlightenment system.
The biggest thing I can share with you is create an irresistible offer, use benefit-driven language, which basically means what’s in it for them? The more time, work less, make more virtual assistant versus me just saying oh, you’re going to get a virtual assistant. How about the work less, make more virtual assistant? So it’s making it just sound more attractive. Does that make sense?
|Daegan:||Absolutely. Here’s where I would go next. I know when I’ve done longer offers – let’s say it’s got six or seven components – somewhere as I’m going through all these different components, I’m asking myself…
I tend to think when I think things like that when I’m doing a presentation that other people have those thoughts, too.
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This series with Dustin was definitely another home run. Generating energy is the core to all successful stage marketing strategies. If you begin to feel nervous or afraid, speak that energy into a positive force through your body. Your words will influence your attitude and performance.
The final part of this electrifying series will share the best methods for creating an offline audience. Amazing things are abound!
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