Latest / The Dept. w/ Omar El-Takrori / Level Up Your Communication Skills In 90 Minutes (Masterclass) | The Dept. #109

Transcript

Level Up Your Communication Skills In 90 Minutes (Masterclass) | The Dept. #109 · The Dept. w/ Omar El-Takrori

0:00
[SPEAKER_02]: If you get a standing ovation, people are crying, they were laughing, they were moved to tears, and then after the presentations over, they don't change any of their behavior.
0:10
[SPEAKER_02]: you have failed as a community.
0:11
[SPEAKER_00]: I'm so excited to be joined by Brian Miller, someone who takes experts and makes them world-class communicators ideas don't speak for themselves.
0:21
[SPEAKER_02]: People do.
0:21
[SPEAKER_02]: You have to figure out a way to communicate them in a way that's interesting to people relevant to people.
0:27
[SPEAKER_02]: People get one chance to hear the message and they only hear it in the order you deliver it.
0:31
[SPEAKER_02]: Design beats delivery, everything.
0:34
[SPEAKER_02]: At least favorite things people ever say when I walk off stage, you are just such a natural,
0:39
[SPEAKER_02]: Oh, I wish I was a natural speaker like you.
0:42
[SPEAKER_02]: This is a learned skill, like anything else.
0:44
[SPEAKER_02]: One of the most common mistakes that people make is they get the right ideas out, but in the wrong order, when it comes to getting reps. What are some legit practical ways people can get in front of the others and test?
0:59
[SPEAKER_02]: If you want to get super technical, because I know your folks like to get technical, the next thing you should do is
1:08
[SPEAKER_00]: Welcome to the department around the quarry, who's so excited to be joined by Bryan here.
1:13
[SPEAKER_00]: Someone who takes experts and makes them world-class communicators, there's a quote by who's at a rich old dude that, like, his, uh, rich old dude.
1:26
[SPEAKER_02]: Warren Buffett.
1:27
[SPEAKER_00]: Warren Buffett.
1:28
[SPEAKER_00]: So bad.
1:29
[SPEAKER_00]: Um, nobody says you can, I think he says you could double your value by getting becoming a better communicator.
1:36
[SPEAKER_00]: just get better at talking on this and anyone who's listening or watching would agree that yeah if I spoke better to my spouse if I spoke better to my kids if I spoke better to my team if I spoke better on content or my podcast things in your life would change and so I'm excited to help people become better communicators world class communicators he told me off camera he charges like 60 grand for the information about this share so uh so take something out this is going to be
2:06
[SPEAKER_00]: But let's just start with some of the biggest mistakes you see new communicators make.
2:13
[SPEAKER_02]: Oh, sure.
2:13
[SPEAKER_02]: Some of the biggest mistakes.
2:14
[SPEAKER_02]: I think the biggest one is actually a conceptual one, which is people think ideas speak for themselves.
2:20
[SPEAKER_02]: You see this all the time, which is people have a great idea.
2:23
[SPEAKER_02]: Maybe they've even proven it.
2:24
[SPEAKER_02]: Most people have them, but let's say they're an expert who's actually done research, right?
2:28
[SPEAKER_02]: and they have data points.
2:30
[SPEAKER_02]: And they think I will just share the research, share the data, and people will be blown away by this.
2:36
[SPEAKER_02]: And ideas don't speak for themselves.
2:38
[SPEAKER_02]: People do.
2:39
[SPEAKER_02]: You have to speak for your ideas.
2:41
[SPEAKER_02]: You have to figure out a way to communicate them in a way that's interesting to people relevant to people and doesn't just get their attention.
2:48
[SPEAKER_02]: Like we spend a lot of time in the online space trying to figure out how to get people's attention.
2:51
[SPEAKER_02]: When you're on stage or in person in real life as a communicator, you gotta get their attention.
2:56
[SPEAKER_02]: But then you have to earn their engagement.
2:57
[SPEAKER_02]: And finally, if you want to make an impact, you have to move them to action.
3:02
[SPEAKER_02]: And so the fact that so many people think, I will just tell people about my idea and somehow things will change.
3:11
[SPEAKER_02]: is just patently false.
3:12
[SPEAKER_02]: So I think that's the first thing.
3:14
[SPEAKER_00]: That's good.
3:14
[SPEAKER_00]: And something I've noticed because I was always behind the scenes.
3:19
[SPEAKER_00]: I never thought I would be a professional yapper.
3:23
[SPEAKER_00]: And now I just can't stop talking, but also whenever I'm asked, when myself is asked, my presence is asked to be somewhere, it's too speak.
3:33
[SPEAKER_00]: And I found that most world-class communicators, you can't get great at communication, but automatically.
3:44
[SPEAKER_00]: Yeah.
3:44
[SPEAKER_00]: Like, it doesn't just happen.
3:45
[SPEAKER_00]: No one is, no one is a naturally born, great communicator.
3:48
[SPEAKER_02]: Beautiful.
3:49
[SPEAKER_02]: Beautiful.
3:49
[SPEAKER_02]: That's another, that's another real misnomer.
3:52
[SPEAKER_02]: One of my least favorite things people ever say when I walk off stage or if one of our clients walks off stage is
3:59
[SPEAKER_02]: you are just such a natural.
4:01
[SPEAKER_02]: Oh, I wish I was a natural speaker like you.
4:04
[SPEAKER_02]: It's like, listen, I've got a kid.
4:06
[SPEAKER_02]: No baby comes out knowing how to communicate their ideas at a level where an audience can understand them.
4:14
[SPEAKER_02]: That this is a learned skill, like anything else.
4:17
[SPEAKER_02]: And it's a learned skill that takes
4:19
[SPEAKER_02]: a tremendous amount of practice.
4:20
[SPEAKER_02]: And in fact, the only thing that keeps me from getting truly annoyed when somebody says God, you're such a natural, is that what it actually is a tremendous compliment.
4:28
[SPEAKER_02]: It's, oh, you didn't see the 20 years that I've been on stage learning how to do this.
4:34
[SPEAKER_02]: I mean, I start my career as a magician.
4:37
[SPEAKER_02]: And for 10 years, as a full-time magician, I was mostly a slight of hand magician.
4:40
[SPEAKER_02]: So I did close up magic at corporate events, stuff like that, group to group table to table eat.
4:46
[SPEAKER_02]: Over the course of an hour, I might get to 6, 7, 8, 10 different tables, and if I'm there for four hours, I might get 40 reps of my act tonight, and I was doing 300 shows a year.
4:57
[SPEAKER_02]: I did that for a decade.
4:58
[SPEAKER_02]: Now it's almost impossible to not become a good communicator when you get that many reps, but then there's people
5:05
[SPEAKER_02]: who give one talk at their local toast masters, or they were asked to speak once at their company, you know, stand up and it didn't go very well.
5:14
[SPEAKER_02]: And they're like, well, I guess I'm just not a good communicator.
5:16
[SPEAKER_02]: It's like, yeah, it's work, man.
5:18
[SPEAKER_00]: Right, which is it's so funny because even in the world that I am in, like the way we could just like whip up a podcast if we on the go or you look at the content, it's like, wow.
5:29
[SPEAKER_00]: They make it look so easy.
5:31
[SPEAKER_00]: It's like be careful when you see somebody make something look easy and think they're a natural at it.
5:37
[SPEAKER_02]: Yeah, I mean, my brother, my little brother, he's five years younger than me.
5:42
[SPEAKER_02]: He's always my little brother, but he, he's a world-class musician.
5:47
[SPEAKER_02]: He's proficient on 25 instruments or something.
5:51
[SPEAKER_02]: I mean, it's unbelievable and his principal instrument is base guitar.
5:55
[SPEAKER_02]: He's a prodigy.
5:57
[SPEAKER_02]: based guitar player.
5:58
[SPEAKER_02]: But his least favorite thing people say when they come up to him is that, oh, you're just such a gifted musician.
6:07
[SPEAKER_02]: He hates the word gifted.
6:08
[SPEAKER_02]: He gets so angry.
6:09
[SPEAKER_02]: He's like, no, no, it's not a gift.
6:12
[SPEAKER_02]: It's just practice.
6:14
[SPEAKER_02]: It's just tens of thousands of hours of mind numbing repetition and rehearsal and practice.
6:22
[SPEAKER_00]: So good.
6:22
[SPEAKER_00]: I relate with to that because I like to tell people what you're watching isn't.
6:26
[SPEAKER_00]: giftedness.
6:28
[SPEAKER_00]: I just never put the camera down.
6:29
[SPEAKER_00]: You put 20 years with a camera in my hand, the context changes over time, but the the tool is still the same.
6:37
[SPEAKER_02]: There are videos of me on YouTube that I've resisted the urge to take down from 20 years ago of me doing early magic shows, early stand-up comedy, early speaking engagements, and
6:49
[SPEAKER_02]: and they are abysmal, and yet they got me to the next stage, which got me to the next stage.
6:56
[SPEAKER_02]: You go, well, I wasn't very good, but I was good enough, and I kept doing it.
7:01
[SPEAKER_02]: And then I got to the next stage, and then you see me 20 years later, and our clients meet me now, and they're like, it's impossible to imagine how will you become, how will they ever become a speaker like that?
7:12
[SPEAKER_02]: That's why I leave up the videos from 20 years ago.
7:14
[SPEAKER_02]: I go, go watch this video from 2007.
7:16
[SPEAKER_02]: Yeah.
7:17
[SPEAKER_02]: I wasn't this good.
7:18
[SPEAKER_00]: Are you still because I am I'll like take off my finger in front of my nephews and he's isn't just do a nice little like Beautiful or we got that like the the the quarter where you like just slip it into your sleeve Shoutout to Penguin Magic.com.
7:32
[SPEAKER_02]: We like really connected before this product podcast, and I just feel seen Yeah, I mean once Magician always a magician and Magician's see each other.
7:41
[SPEAKER_02]: There's there's a there's a mindset, but of course that's that's been the
7:45
[SPEAKER_02]: most beautiful thing for me going into the world where we now train people on communication, which is everything I learned as a communicator came from being a magician.
7:54
[SPEAKER_02]: And the great thing about that is when you're a magician, you're in one of the most bizarre environments for a communicator, because one, you're walking up to strangers, who are already having a conversation, they've had a drink, they know each other, they're laughing,
8:09
[SPEAKER_02]: have to interrupt them, immediately connect with them and then spend the next few minutes lying to them and deceiving them and when I'm done, they thank me for the interruption and what a wonderful time they had.
8:21
[SPEAKER_02]: And so if you are going to communicate in that environment, you have to be laser-focused.
8:28
[SPEAKER_02]: You have to be so on and you have to understand in the trenches how people act, how they react, psychology,
8:34
[SPEAKER_02]: and how people think.
8:36
[SPEAKER_02]: And of course, because you're deceiving them, but for the purpose of entertainment, you need to know what people's belief systems are and how to transform beliefs in real time.
8:44
[SPEAKER_02]: It's just an incredible world.
8:46
[SPEAKER_00]: You're just putting words to the journey I went through.
8:50
[SPEAKER_00]: Because I have a friend who teaches sales.
8:53
[SPEAKER_00]: And when I was, it was almost like a light bulb switch happened where I was like, wow.
8:59
[SPEAKER_00]: I see what they're doing, they're selling, but people think they're, or they're learning, but they're being sold while they're learning, and, uh, my friend Macy, she was like, Omar, you've become a sales ninja.
9:11
[SPEAKER_00]: Like, where you can't do that's great.
9:13
[SPEAKER_00]: You could acknowledge it when it's happening.
9:17
[SPEAKER_00]: Great communication, a great communicator, can acknowledge when great communication is happening.
9:24
[SPEAKER_00]: Like, for sure.
9:25
[SPEAKER_00]: Like, oh, like, the way they just changed their cadence, or the way they changed their inflection, I know we just talked about a few things that make, you know, people, mistakes, or whatever that new communicators make.
9:38
[SPEAKER_00]: What are some things that across the board make great communicators?
9:42
[SPEAKER_00]: Hey, Department Fam, question for you, based on you listening to this podcast, you probably are either looking to grow your personal brand this year, build your audience online and just stop chasing business and start to have business chasing you.
9:56
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10:00
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10:11
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10:20
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10:23
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10:28
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10:32
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10:40
[SPEAKER_00]: and so looking forward to seeing you there.
10:42
[SPEAKER_00]: Let's get back into the combo.
10:43
[SPEAKER_02]: Yeah, you know, I'm going to answer that question by actually going to one more mistake, which I think will really transition this because.
10:51
[SPEAKER_02]: And some of that you just said, which is inflection, tone of voice, you know, rhythm, speaking rhythm, all that stuff, these are important things, however, they are the thing that most new communicators focus on, they're the thing that when you go to the Toastmasters style groups, which are wonderful for people who have fear of public speaking have never done it before, that's what they focus on, they focus on, they focus on
11:17
[SPEAKER_02]: How to like tactics.
11:19
[SPEAKER_02]: Yeah, tactics.
11:20
[SPEAKER_02]: It's how to hold your hands.
11:21
[SPEAKER_02]: How to stand on stage.
11:22
[SPEAKER_02]: How to adjust your intonation and Those things don't matter if the content isn't there and what I mean my content is not how well do you know your topic Because there's sometimes when I say you know you just don't know your content well enough I'm like what no, I'm an expert in my topic.
11:40
[SPEAKER_02]: I'm like no, no, no, I know you know your topic I'm saying do you know the content of your communication?
11:46
[SPEAKER_02]: Do you know what you're here to say?
11:47
[SPEAKER_02]: Do you know the message?
11:49
[SPEAKER_02]: And not just the right ideas, but in the right order.
11:54
[SPEAKER_02]: One of the most common mistakes of people make is they get the right ideas out, but in the wrong order.
12:00
[SPEAKER_02]: And people can only listen in one direction.
12:03
[SPEAKER_02]: It's not like writing.
12:04
[SPEAKER_02]: Like, I've got my second book coming out soon.
12:07
[SPEAKER_02]: So writing the book is a behemoth.
12:09
[SPEAKER_02]: But the beautiful thing about a book is that when someone's reading it,
12:12
[SPEAKER_02]: But if you didn't quite get it, you can just read that paragraph again.
12:16
[SPEAKER_02]: You can double back.
12:16
[SPEAKER_02]: You can flip back a few pages and remind yourself of something.
12:20
[SPEAKER_02]: But in spoken word, real-time communication, people get one chance to hear the message and they only hear it in the order you deliver it.
12:27
[SPEAKER_02]: And so if you miss the order, people are lost and then they just bail.
12:33
[SPEAKER_02]: Do you have like a framework for the order of a, yeah, I mean, that's our whole, that's
12:42
[SPEAKER_02]: that, yes, I would prefer if all communicators were beautiful, charismatic presenters.
12:50
[SPEAKER_02]: It's more fun to watch somebody who's a magnificent presenter, but if I have to choose, always choose design, because if somebody truly knows their message and they're delivering it and exactly the order that helps you understand what they're talking about, why it matters to you and how to take action on it.
13:10
[SPEAKER_02]: They can be an incredibly boring person, and you will still stick with them all the way to the end.
13:15
[SPEAKER_02]: But if somebody is a masterful performer and they're funny and engaging charismatic, but after a couple of minutes, you realize, there's no there there.
13:24
[SPEAKER_02]: Like there's nothing at the bottom of this that's useful to me.
13:27
[SPEAKER_02]: After a few minutes you just kind of tune out and like you don't remember it You don't talk about it who cares like it's it's just annoying at some point You know you know who comes to mind is Neil Neil like so the way he's he
13:42
[SPEAKER_00]: I come from the church world, the charismatic church world, where there are very gifted communicators, there's this word called homaletics, which is the art of preaching, meaning it's not just what you're saying, it is how you say it and that you are moving people and stuff like that.
14:05
[SPEAKER_00]: But Neil, you know, he is backwards at hand and pocket, slide, and bro will still have people cry.
14:14
[SPEAKER_00]: Yes.
14:14
[SPEAKER_00]: And bro will still move people into an offer, and bro will still move people into a thousand years.
14:20
[SPEAKER_02]: The perfect example of design over delivery, and I just said that to him, yes, I was like, I don't think I'm going to be offending you if I say you are not a particularly charismatic presenter.
14:30
[SPEAKER_02]: You know, but it's like he gets the right ideas in the right order of people understand it.
14:35
[SPEAKER_02]: And the proof is people at the end of it move just move to do something new.
14:40
[SPEAKER_02]: Whether it's changed their own actions or their own behavior or sign up for his one of his programs.
14:46
[SPEAKER_02]: They do something as a result.
14:47
[SPEAKER_02]: And that, that is the thing the communicators need to know.
14:51
[SPEAKER_02]: You ask me what should they be focused on?
14:53
[SPEAKER_02]: Like what's the thing they should be doing?
14:54
[SPEAKER_02]: The only metric that matters for professional communication for communication is
15:01
[SPEAKER_02]: do people change their behavior as a result of your communication?
15:05
[SPEAKER_02]: Wow.
15:06
[SPEAKER_02]: As far as I'm concerned, if you get a standing ovation, people were crying, they were laughing, they were moved to tears, and then after the presentations over, they don't change any of their behavior, you have failed as a communicator.
15:19
[SPEAKER_02]: I don't care that you got a standing ovation.
15:21
[SPEAKER_02]: Like, I have this, you know, it's like pardon me, but so what?
15:26
[SPEAKER_02]: You know what I mean?
15:31
[SPEAKER_02]: but most of us are communicating because we're hoping that our ideas will change the world or change somebody's world, right?
15:40
[SPEAKER_02]: Even a small group of people change their world for the better.
15:43
[SPEAKER_02]: And in order for people change requires change.
15:47
[SPEAKER_02]: I feel like this one, like the dumbest things I ever say, but I have to say it all the time, change requires change.
15:52
[SPEAKER_02]: So if people do not change their behavior or their actions, there will be no change in their life.
16:01
[SPEAKER_02]: Your goal, the only metric you have to care about, is at the end of this, did people do something new as a result.
16:07
[SPEAKER_02]: And if the answer is no, I have failed and I need to re-evaluate.
16:09
[SPEAKER_00]: The number one question I usually get asked by people like you is, Omar, how the heck does your videos look and sounds so dang crispy?
16:17
[SPEAKER_00]: Well, the reality is it's the equipment I use and you'd be surprised how inexpensive it could actually be.
16:22
[SPEAKER_00]: So I've compiled all my gear and I've updated the list and I want to give it to you.
16:27
[SPEAKER_00]: So if you're listening or watching this, just hit the description box below and I'll send you my gear guide for every budget.
16:32
[SPEAKER_00]: Now let's get back into the conversation.
16:34
[SPEAKER_00]: and I love that you brought that up because probably another big mistake of new creep I say creators new communicators one of the biggest mistakes with new creep one of the biggest mistakes with new communicators is a
16:50
[SPEAKER_00]: is the selfish desire to be seen.
16:52
[SPEAKER_00]: Yes, and so it's hard to focus on the outcome of what your communication should do.
16:59
[SPEAKER_00]: If you are just wanting to get on a stage to feel good about the applause, and that's where the emptiness would come from.
17:07
[SPEAKER_02]: I, okay, so we've taken dozens of people through the journey of doing a TEDx talk.
17:12
[SPEAKER_02]: Right?
17:12
[SPEAKER_02]: It's a small part of what we do, but it's a very visible part because they're, you know, people see TEDx talks, they're easy to market and stuff.
17:19
[SPEAKER_02]: So a lot of people know us for coaching on TEDx talks, even though it's only a small percentage of what we do.
17:23
[SPEAKER_02]: And when about once a year my team and I do like and, you know, free open to the public master class, we just do a once year we go, here's everything we know about doing TEDx style speaking in 90 minutes and we just
17:42
[SPEAKER_02]: from doing a TEDx talk.
17:43
[SPEAKER_02]: Trying to convince people not to do one.
17:45
[SPEAKER_02]: That's like the first 30 minutes.
17:46
[SPEAKER_02]: I spend more time telling people not to do one.
17:50
[SPEAKER_02]: And one of the primary reasons I tell people not to do one is I say, if your primary goal of doing a TEDx talk is that you've gone through something in your life, something traumatic or something tragic, and you've overcome it, and you just want
18:06
[SPEAKER_02]: to be seen.
18:07
[SPEAKER_02]: You want your voice to be heard, right?
18:09
[SPEAKER_02]: You want to reclaim your voice.
18:12
[SPEAKER_02]: That is a beautiful, beautiful thing.
18:15
[SPEAKER_02]: And you should do that.
18:17
[SPEAKER_02]: But you should not do it on a TEDx stage.
18:20
[SPEAKER_02]: You should not do it on a keynote stage.
18:22
[SPEAKER_02]: If you just want to find your voice to be seen, go do an open mic, go do the math storytelling, go do speaker slam up in Toronto,
18:32
[SPEAKER_02]: hostmasters or their places for people to find their voice, but if you're doing professional communication, it's not about you.
18:39
[SPEAKER_02]: It's for the audience.
18:41
[SPEAKER_02]: We always, we literally, we call it the AFA principle, audience first, always.
18:47
[SPEAKER_00]: That's so good, because I had a friend who will probably preach 200 times a year across the world.
18:57
[SPEAKER_00]: And he would say the number one goal of communication is connection.
19:01
[SPEAKER_00]: If you failed to connect, then you failed to communicate.
19:04
[SPEAKER_02]: Totally.
19:04
[SPEAKER_02]: And there are reasons to tell your story.
19:06
[SPEAKER_02]: I'm not saying that you shouldn't tell your story.
19:08
[SPEAKER_02]: Storytelling is very important.
19:09
[SPEAKER_02]: Personal stories are very, very useful.
19:11
[SPEAKER_02]: But they have to be useful.
19:17
[SPEAKER_02]: Do I tell this story in my talk in my presentation is what is the story helping the audience do or understand?
19:27
[SPEAKER_02]: Is it answering a question that they have in their head?
19:30
[SPEAKER_02]: Is it helping them move to the next stage of the journey?
19:34
[SPEAKER_02]: And so much of the time, the answer is no.
19:37
[SPEAKER_02]: Someone wants to tell the story of how they ran a marathon and how it was incredibly difficult and the power of perseverance and all this stuff.
19:45
[SPEAKER_02]: And I say, great, what is this story about you running a marathon helping the audience do at this point in your talk?
19:53
[SPEAKER_02]: And if they can't answer that question, and they almost never can.
19:56
[SPEAKER_02]: It goes, I don't care how interesting that story is.
19:59
[SPEAKER_02]: It's not worth telling.
20:00
[SPEAKER_02]: They're like, yeah, but it's a great story.
20:02
[SPEAKER_02]: I'm like, then tell it to your friends at parties.
20:06
[SPEAKER_02]: There's lots of places to tell stories.
20:08
[SPEAKER_02]: If you're on stage or if you're communicating in a professional context,
20:11
[SPEAKER_02]: it has to be valuable to the audience, which means it has to be taking them towards something new.
20:16
[SPEAKER_00]: That's good.
20:17
[SPEAKER_00]: So you mentioned reps. You mentioned all those little things.
20:20
[SPEAKER_00]: Could you share, because I do think there is no other way to get better, and which is why I encourage people like just start showing up online, because that's a stage that you could stand on without asking for permission.
20:31
[SPEAKER_00]: But when it comes to getting reps, what are some legit practical ways people can get in front of others and test?
20:40
[SPEAKER_02]: Yeah, so I mean, that's where the place is like I mentioned like the toast masters and the moth and the speaker slams of the world, those kind of, there are opportunities, specifically designed for people to just get reps. Now the problem with those is that
20:55
[SPEAKER_02]: Everyone who's in the audience is also someone like you.
20:59
[SPEAKER_02]: It's kind of like doing open mics as a stand-up comic.
21:01
[SPEAKER_02]: Everyone in the audience are the other aspiring comedians and their friends.
21:06
[SPEAKER_02]: It's not a true audience.
21:08
[SPEAKER_02]: It's not the kind of audience that you want to eventually be speaking to, but if you are really genuinely first starting out, it may be the only people that are willing to listen because you don't want to bug your friends and family.
21:21
[SPEAKER_02]: I'm like, don't go to your friends and family.
21:22
[SPEAKER_02]: They can't.
21:23
[SPEAKER_02]: They can't view you the same way.
21:25
[SPEAKER_02]: They know you too well.
21:27
[SPEAKER_02]: They know that stupid thing you did when you were 12.
21:31
[SPEAKER_02]: And then, you know, they can't view you in the new context.
21:34
[SPEAKER_02]: I'm sure you would probably tell the same thing, or maybe you wouldn't.
21:37
[SPEAKER_02]: I would imagine that if people were just starting YouTube, telling people to send their videos to their friends and family is not ideal.
21:44
[SPEAKER_02]: Right because their friends and family they can't see them in the good.
21:48
[SPEAKER_00]: I haven't I mean you too, but my thing about communication just generally speaking is the only opinion that matters when you get off a stage as your opinion Because it's interesting a lot of times when people are on a stage
22:01
[SPEAKER_00]: You'll get the applause.
22:04
[SPEAKER_00]: You'll get the affirmation because like you stood on the stage you were considered but just because you're on a stage or you had a video go viral, it's like, how did you think you did?
22:14
[SPEAKER_00]: That's where I live.
22:16
[SPEAKER_00]: So I wanted to...
22:17
[SPEAKER_02]: I wanted to dig into that a little bit.
22:19
[SPEAKER_02]: So I think that there's a tremendous amount of value in self-reflection.
22:23
[SPEAKER_02]: Knowing how you feel like feeling good not feeling good up there that does matter because you do want to feel good when you're on stage However, you can feel like you crushed it and then find out from the feedback forms that nobody thought you did a good job I know this because I've watched I've I train people That's why I make them do feedback forms.
22:43
[SPEAKER_02]: I make my my clients do a QR code at the end of their talk to get real time feedback And we look at the feedback and they can be like, oh, this was a great talk at crushed it
22:52
[SPEAKER_02]: and the feedback comes in, and it's above average, it's fine, it's good enough, but we look at the replies and people are like, I enjoyed it.
23:01
[SPEAKER_02]: I enjoyed it is not the goal.
23:03
[SPEAKER_02]: It's, you want people going, oh my God, this thing that you said made me immediately think that I need to change this thing that I do, that's what you're looking for.
23:11
[SPEAKER_00]: So yes, I think you want to feel good that comes because I guess I come from that that place where I arrive to that because again kind of back to the context of church preaching sermons.
23:24
[SPEAKER_00]: It everyone will always get something.
23:26
[SPEAKER_00]: Yeah, it's going to work, but how do I, how did I feel like I did, did I do the assignment at that was given well?
23:36
[SPEAKER_00]: And that's where my conclusion of like how you felt when you get off the stage matters.
23:41
[SPEAKER_02]: Yeah, no, and it does matter.
23:42
[SPEAKER_02]: And I think just the, the only danger, it's, it's only dangerous if it's your only metric if you have to get only data point, right,
23:53
[SPEAKER_02]: I had this happen just a few months ago, and I go to my own client community and tell them about these things when it happens.
23:59
[SPEAKER_02]: I got a stage a few months ago at an event where I, despite 20 years of being a communicator and training this at the top of the game, I got off stage and I just went, that one wasn't it.
24:11
[SPEAKER_02]: I just didn't feel like I landed that one.
24:14
[SPEAKER_02]: I felt like the audience was never fully with me.
24:16
[SPEAKER_02]: I didn't really get their buy-in.
24:18
[SPEAKER_02]: I was like, this is not.
24:20
[SPEAKER_02]: It was fine, the event planners will be happy, but it wasn't what I wanted to do.
24:25
[SPEAKER_02]: But I do the feedback forms, just like we make our clients do.
24:28
[SPEAKER_02]: The feedback forms came in, off the charts.
24:31
[SPEAKER_02]: That's speaker we've ever had, get this guy back.
24:34
[SPEAKER_02]: I learned this, I learned that I can't wait to put this into practice.
24:37
[SPEAKER_02]: So I walked off stage, my feeling in my body was that wasn't it.
24:42
[SPEAKER_02]: I didn't feel like I nailed it.
24:44
[SPEAKER_02]: And if I hadn't gotten the audience feedback,
24:47
[SPEAKER_02]: I might have doubted myself, I might have second guest, I might have changed something.
24:52
[SPEAKER_02]: that was working and made it worse in my next presentation.
24:55
[SPEAKER_02]: So how I feel in my body matters, but there's not always a perfect correlation between how you feel and how the audience receives you.
25:03
[SPEAKER_00]: Yeah, that's really good.
25:04
[SPEAKER_00]: Okay, so you help people craft viral TED talks.
25:09
[SPEAKER_00]: What's a common thread?
25:10
[SPEAKER_00]: And I think there's a challenge here that I'm realizing because you've made a killing
25:18
[SPEAKER_00]: with like a singular talk for maybe a season then maybe switch it up or you add to it and things like that and in the space and time We're in If you're an expert, I believe if you're an expert you could show up weekly and there is no run out You should be a deep well if you're a truly an expert, and that's why you can build an audience online through your expertise But specifically
25:41
[SPEAKER_00]: Talking about creating a viral TED talk or in this case, like an incredible message you can take wherever on a podcast, on a stage, in a conversation, what are some key things that you help people?
25:58
[SPEAKER_02]: Yeah, so we call this process core messaging, right?
26:02
[SPEAKER_02]: So it's a, it's a, it's a do this first philosophy.
26:05
[SPEAKER_02]: It's the step that almost everybody skips.
26:10
[SPEAKER_02]: If you're going, if you're an expert, and by the way, when I say the word expert, there are a lot of times that I see people flinch right away, I say expert, I'm not an expert, so many people who know more than me.
26:20
[SPEAKER_02]: Well, if you just flinched, there's a good chance you are an expert, because people who are truly experts always feel like there's more to learn, people who are immediately like, that's me, I'm an expert.
26:30
[SPEAKER_02]: They're probably not the experts.
26:32
[SPEAKER_02]: So just for what it's funny how that works, right?
26:35
[SPEAKER_02]: It's the Dutting Kruger effect, right, that you have to be reasonably smart to know how
26:39
[SPEAKER_02]: So in any regard, so if someone's an expert, there's a few things that they have to do, and we're gonna do this audience first always approach that we were just talking about.
26:49
[SPEAKER_02]: The first thing is,
26:51
[SPEAKER_02]: We're gonna do psychographics.
26:53
[SPEAKER_02]: Psychographics are the wants, problems, beliefs, and fears.
27:00
[SPEAKER_02]: There's more, but these four will cover it.
27:02
[SPEAKER_02]: Wands and problems, beliefs and fears.
27:03
[SPEAKER_02]: So let's start with want.
27:05
[SPEAKER_02]: You need to figure out your audience's known want.
27:09
[SPEAKER_02]: And I say, known want, because I mean, the thing that the audience knows that they want, not what you think they need, or think they should want.
27:20
[SPEAKER_02]: Just that will change 90% of communication for most people.
27:25
[SPEAKER_02]: Most people I talk to, like, you know, working with a marine biologist who collaborates with NASA on the next generation of animal telemetry.
27:34
[SPEAKER_02]: You want to talk about something crazy specific, right?
27:38
[SPEAKER_02]: So animal telemetry is animal tracking technology.
27:40
[SPEAKER_02]: How do we figure out where sea turtles go when they're out of our site?
27:44
[SPEAKER_02]: And why does it matter, right?
27:46
[SPEAKER_02]: That kind of thing.
27:47
[SPEAKER_02]: So if you ask somebody who's like a Marie-Flyologist, who works on animal tracking technology by using satellites in space with NASA, you go, okay, you're gonna give a talk about this.
27:57
[SPEAKER_02]: So what does the audience want?
27:59
[SPEAKER_02]: It's like, they wanna save the planet, like, no, they don't.
28:06
[SPEAKER_02]: Because the question is, do the people in the seats, do they wake up at two o'clock in the morning, sweating, shaking, open up their phone and Google?
28:14
[SPEAKER_02]: How do I save the planet?
28:16
[SPEAKER_02]: If they're not Googling it, or some version of that, AI in it, whatever people do now, if they're not actually looking for it, they don't know that they want it.
28:25
[SPEAKER_02]: So what do people know that they want?
28:28
[SPEAKER_02]: This is like, in the mid-2010s on Instagram, we had a real problem of just life coaches, just exploded on Instagram.
28:36
[SPEAKER_02]: I do just the life coaches everywhere.
28:38
[SPEAKER_02]: And some of them were very qualified, most of them weren't.
28:40
[SPEAKER_02]: And there's this big problem that I call it, the discovery or inner goddess problem.
28:45
[SPEAKER_02]: All these life coaches were using this kind of very marketing, you know, vague language, discover your inner goddess.
28:53
[SPEAKER_02]: I go ain't nobody on earth ever woken up at 2 o'clock in the morning, sweating, shaking, and googled, how do I discover my inner goddess?
29:01
[SPEAKER_02]: That is not what they want.
29:03
[SPEAKER_02]: It's maybe a great tagline for your website, but if you're communicating, I say, what do they want?
29:08
[SPEAKER_02]: Well, they might be searching for, how do I feel more confident?
29:13
[SPEAKER_02]: They might be searching for, how do I get my ideas across in a meeting?
29:16
[SPEAKER_02]: They might be searching for, I don't know, how do I,
29:20
[SPEAKER_02]: Dress in a way that makes me look professional.
29:23
[SPEAKER_02]: They might be searching for, there's so many different things they could be asking.
29:26
[SPEAKER_02]: I go, what do they know that they want?
29:29
[SPEAKER_02]: And here's the key.
29:30
[SPEAKER_02]: Even if you think that's the wrong thing, they shouldn't want that.
29:34
[SPEAKER_02]: They should want something else.
29:36
[SPEAKER_02]: It doesn't matter.
29:37
[SPEAKER_02]: You have to start with where they are.
29:40
[SPEAKER_02]: So you can say, if the first word out of your mouth and any piece of communication are some version of, so we all want X.
29:50
[SPEAKER_02]: would almost everybody in the room just not, and go, yes, that's true, that's what I want.
29:55
[SPEAKER_02]: If the answer is no, they wouldn't all be nodding to that.
29:58
[SPEAKER_02]: You don't know where to start your communication.
30:00
[SPEAKER_02]: So figure out their known one and start there.
30:03
[SPEAKER_00]: And there's layers as you show up consistently, you'll find that it's layered, because my journey was like, you know, crispy video.
30:12
[SPEAKER_00]: But then it was like, more views.
30:14
[SPEAKER_00]: There was like, no, you think more views because you want to make more of them.
30:19
[SPEAKER_00]: money.
30:19
[SPEAKER_00]: Yeah, yeah, yeah.
30:20
[SPEAKER_00]: And I had to shift my messaging to making more money online.
30:24
[SPEAKER_00]: Yes, when really at its core, I'm like, dude, you need to show up and get your videos out there be consistent and all those other things that's not like sexy, I guess you could say.
30:33
[SPEAKER_02]: Yes, and that's that's right.
30:35
[SPEAKER_02]: The answer to these questions is almost never sexy.
30:37
[SPEAKER_02]: It's not the marketing slogan.
30:39
[SPEAKER_02]: It's not the copyright.
30:40
[SPEAKER_02]: You can do that later.
30:41
[SPEAKER_02]: Yes.
30:41
[SPEAKER_02]: Like we can have fun later.
30:47
[SPEAKER_02]: Uh, so let me give you the crazy example with, with this marine scientist, right?
30:52
[SPEAKER_02]: So we spend hours and hours and hours and hours over multiple sessions, trying to get him, asking him different versions of this question, trying to figure out what do, so basically his audience is like science minded people, science interested people, but they're not marine biologists, they're not satellite specialists, you know, they're just like science interested people.
31:13
[SPEAKER_02]: So you go, what do they want?
31:14
[SPEAKER_02]: And we eventually, through many questions, got down to everybody wants to protect the things they care about.
31:22
[SPEAKER_02]: That was it.
31:23
[SPEAKER_02]: The opening of his TED Talk is we all want to protect the things we care about.
31:29
[SPEAKER_02]: And then he's scaffolded, we help, we build up, so everybody goes, well, yeah, obviously.
31:32
[SPEAKER_02]: I can think about things that I care about that I want to protect, I've got a kid, I want to protect him, I've got a guitarist, I'd like to protect them, you know, right?
31:39
[SPEAKER_02]: And so we scaffolded up, and he eventually was able to move from, we all want to protect the things we care about to, some things are easy to protect, like,
31:49
[SPEAKER_02]: The Mona Lisa is behind glass, it doesn't move.
31:54
[SPEAKER_02]: I don't know, the rainforest, right?
31:57
[SPEAKER_02]: It's not going anywhere.
31:58
[SPEAKER_02]: We know where it is.
31:59
[SPEAKER_02]: We can stick a fence around it, and then he goes, but some things move, and they move a lot, like the ocean.
32:09
[SPEAKER_02]: Everything in the ocean moves constantly.
32:11
[SPEAKER_02]: It's dynamic.
32:12
[SPEAKER_02]: You can't stick a fence around it.
32:13
[SPEAKER_02]: You can't pinpoint where it's gonna be or where it's gonna stay.
32:16
[SPEAKER_02]: and so it becomes very, very hard to protect things that move very quickly.
32:21
[SPEAKER_02]: And so the question of this talk became, so how do we protect things that are always in motion?
32:27
[SPEAKER_02]: And that's how we got people from things that you care about, from protecting things that you care about, to I'm going to do a talk about the next generation of animal tracking technology.
32:37
[SPEAKER_02]: it was pulling people from where they were.
32:39
[SPEAKER_02]: And that's, that was a, I use that example because it's a huge gap between those things.
32:44
[SPEAKER_02]: You won't have a gap that big.
32:45
[SPEAKER_00]: So good.
32:46
[SPEAKER_00]: Right.
32:46
[SPEAKER_00]: Confirmation bias.
32:48
[SPEAKER_00]: It's like you can get everybody on the same page if you really do the digging.
32:52
[SPEAKER_00]: Dude, I've, that was Jesus' approach.
32:55
[SPEAKER_00]: Yeah.
32:55
[SPEAKER_00]: Like, at Jesus never gave the thing he knew they needed first.
33:01
[SPEAKER_00]: That's right.
33:02
[SPEAKER_00]: He gave the thing that they know they needed first.
33:05
[SPEAKER_00]: They needed healing.
33:06
[SPEAKER_00]: He was blind.
33:07
[SPEAKER_00]: The daughter was dead.
33:10
[SPEAKER_00]: So it took care of their need and opened them up to receive the thing that he actually ultimately
33:18
[SPEAKER_02]: a hundred percent.
33:19
[SPEAKER_02]: And this is, and this is, it's not manipulative.
33:23
[SPEAKER_02]: It is just how psychology, what I call it, servant, right?
33:26
[SPEAKER_02]: Exactly.
33:26
[SPEAKER_02]: It's just service.
33:27
[SPEAKER_02]: If you know that the thing that you're offering is something people genuinely do need and would benefit from, then you need to get them to listen to it.
33:35
[SPEAKER_02]: And the only way to do that is to start with something they already care about.
33:39
[SPEAKER_02]: Yes.
33:39
[SPEAKER_02]: And so, I mean, for us, like, I, you know, I'm going to say something that's, this is a secret.
33:44
[SPEAKER_02]: I know it's going out to the internet, but it's a secret.
33:46
[SPEAKER_02]: I don't really care if people do TED talks.
33:48
[SPEAKER_02]: Even though I've dedicated a huge amount of my career to helping people get TED talks, I care about people, experts who know things that are valuable to humanity, being able to communicate their ideas in a way that people understand them and can take action on them.
34:02
[SPEAKER_02]: The problem is selling that,
34:05
[SPEAKER_02]: very hard.
34:06
[SPEAKER_02]: Trying to find experts and go, what you need is core messaging, what you need is message clarity.
34:11
[SPEAKER_02]: They're not there.
34:12
[SPEAKER_02]: I go, you want a TED talk and they go, I do want a TED talk.
34:16
[SPEAKER_02]: So the reason that we help people get TED talks is because if I go, you want a TED talk and they go, I do want a TED talk.
34:22
[SPEAKER_02]: Great.
34:22
[SPEAKER_02]: Come work with us on a TED talk.
34:24
[SPEAKER_02]: And once they're in, now I get to help them actually build message clarity because I started with what they actually care about.
34:31
[SPEAKER_02]: And some of our clients end up realizing
34:33
[SPEAKER_02]: Actually, don't need to give a TED talk.
34:35
[SPEAKER_02]: They bail on that halfway through, and we just fixed their communication.
34:38
[SPEAKER_02]: And they just go off and, because what they wanted was their ideas to spread.
34:42
[SPEAKER_02]: Yes.
34:42
[SPEAKER_02]: And TED is just one way to do that, but there's lots of easier.
34:46
[SPEAKER_02]: What is the doing a TED talk?
34:47
[SPEAKER_00]: Yeah.
34:48
[SPEAKER_00]: Okay, so you're taking me through this order.
34:50
[SPEAKER_00]: It was like starting with what they care about.
34:52
[SPEAKER_00]: Yes.
34:52
[SPEAKER_00]: Yeah, what was the next thing?
34:54
[SPEAKER_02]: So essentially, the very first thing you have to do, what we just talked about is what we call the premise of your communication.
34:59
[SPEAKER_02]: premises, what did they already care about?
35:01
[SPEAKER_02]: Wands, problems, beliefs, fears.
35:03
[SPEAKER_02]: We talked about wands, the other ones are pretty self-explanatory.
35:06
[SPEAKER_02]: All right, so you start there.
35:08
[SPEAKER_02]: The next thing you have to do is establish the stakes.
35:11
[SPEAKER_02]: Because after somebody asks the question, is this relevant to me, which is the first question people ask when you start talking?
35:18
[SPEAKER_02]: You walk up on stage in a event.
35:20
[SPEAKER_02]: The whole audience, after they applaud because there's a social contract, right?
35:24
[SPEAKER_02]: They're just applauding it, then it doesn't matter about you.
35:26
[SPEAKER_02]: They're just applauding because it's social contract.
35:28
[SPEAKER_02]: And then they ask themselves this question, should I pay attention to this?
35:32
[SPEAKER_02]: And that's when you have to do the premise of the talk, start with the wand problem, believe fear, whatever that is.
35:38
[SPEAKER_02]: Okay, so let's say they're bought in now.
35:39
[SPEAKER_02]: They're like, this is worth paying attention to.
35:41
[SPEAKER_02]: Then they ask themselves a new question, which is, but do I really need to deal with this?
35:49
[SPEAKER_02]: So immediately after you do the premise, you have to do the stakes.
35:54
[SPEAKER_02]: What is at stake for somebody if they don't,
35:57
[SPEAKER_02]: get what they want or if they don't solve this problem.
36:01
[SPEAKER_02]: And the key to this is you have to be careful with stakes.
36:05
[SPEAKER_02]: Folks who train on sales will tell you to raise the stakes.
36:08
[SPEAKER_02]: This is a terrible idea.
36:10
[SPEAKER_02]: And we have mountains of research and communication that tell us this is a terrible idea.
36:14
[SPEAKER_02]: It's very aggressive.
36:16
[SPEAKER_02]: When you raise the stakes and you see this in the old school mid-2010s webinars, like you know what this looks like, right?
36:22
[SPEAKER_02]: Like the funnel webinars, that whole system.
36:27
[SPEAKER_02]: going, just, you know, everything's going to fail.
36:30
[SPEAKER_02]: It's going to get really bad and you're never going to be able to make money.
36:33
[SPEAKER_02]: And people won't ever care about you and your dog's going to die.
36:35
[SPEAKER_02]: And, you know, it's just a whole thing.
36:37
[SPEAKER_02]: It's just like people, that one, they're overwhelmed when you do that.
36:41
[SPEAKER_02]: And overwhelming people is one of the fastest ways to get them to stop paying attention to you.
36:46
[SPEAKER_02]: But more than that, it triggers their, I'm about to be sold.
36:50
[SPEAKER_02]: I'm gonna be sold on something, as soon as you raise the stakes, people know what's at stake, if they don't get what they want, or if they don't solve their problem.
36:58
[SPEAKER_02]: You don't have to raise the stakes, just remind them.
37:02
[SPEAKER_02]: So very gentle, it's just like, what is one thing that's likely to go wrong?
37:08
[SPEAKER_02]: Soon, if you don't solve this problem.
37:11
[SPEAKER_02]: That's it, let's one thing that's likely to go wrong soon, right?
37:14
[SPEAKER_02]: So let's use a real example from your world.
37:17
[SPEAKER_02]: So you're talking to folks in the content creation space.
37:21
[SPEAKER_02]: So they want to make more money online.
37:23
[SPEAKER_02]: Yeah, and build their personal brand, right?
37:25
[SPEAKER_02]: Yeah.
37:26
[SPEAKER_02]: So we did the want, okay, want.
37:27
[SPEAKER_02]: They want to make more money online.
37:29
[SPEAKER_02]: problem.
37:29
[SPEAKER_02]: What's in their way?
37:30
[SPEAKER_02]: What's the obstacle?
37:31
[SPEAKER_02]: Let's finish the premise.
37:33
[SPEAKER_02]: The thing in their way is no one knows them.
37:35
[SPEAKER_02]: Okay.
37:36
[SPEAKER_02]: Security.
37:36
[SPEAKER_02]: Want to make more money online, but no one knows who you are.
37:39
[SPEAKER_02]: Okay.
37:40
[SPEAKER_02]: Great.
37:41
[SPEAKER_02]: So now, what's one thing that's likely to go wrong soon if they don't fix this is that someone else is going to help the person you're supposed to help simply because they're known.
37:53
[SPEAKER_02]: Fine.
37:54
[SPEAKER_02]: So you just say that.
37:55
[SPEAKER_02]: That's it.
37:55
[SPEAKER_02]: So you just
37:59
[SPEAKER_02]: And that's why you don't need to dig into it.
38:00
[SPEAKER_02]: You don't need to raise the stakes.
38:01
[SPEAKER_02]: You don't need to make it insane.
38:03
[SPEAKER_02]: You just need to say, this is what's that stake if you don't do this thing.
38:08
[SPEAKER_02]: So that they answer the question in their head, which is, I know I have this problem, but is it actually worth dealing with right now?
38:15
[SPEAKER_02]: Because people have lots of problems.
38:18
[SPEAKER_02]: that they just decide not to solve.
38:21
[SPEAKER_02]: There's things that are wrong in your life that you've just decided not to solve.
38:24
[SPEAKER_02]: I've had back issues for the last 15 years.
38:27
[SPEAKER_02]: I've had a billion doctors say, just need to strengthen your core.
38:31
[SPEAKER_02]: Just work out once or twice a week through some simple exercises.
38:33
[SPEAKER_02]: 15 years I've never done it.
38:35
[SPEAKER_02]: And I still have back issues from time to time, so you don't golf.
38:39
[SPEAKER_02]: I don't golf.
38:39
[SPEAKER_02]: You couldn't.
38:40
[SPEAKER_02]: I don't know.
38:41
[SPEAKER_02]: I could, you know, golf would be very bad for me.
38:43
[SPEAKER_02]: Yeah.
38:43
[SPEAKER_02]: Mostly because I just don't like it.
38:45
[SPEAKER_02]: But what's that old, golf is a good walk spoiled.
38:50
[SPEAKER_02]: It's just serious.
38:52
[SPEAKER_02]: I.
38:53
[SPEAKER_02]: The problem with golf for me is I tangent is I actually did golf when I was a real athlete.
38:57
[SPEAKER_02]: You would never know it now.
38:58
[SPEAKER_02]: I was actually a basketball player.
39:00
[SPEAKER_02]: I play a U travel basketball
39:05
[SPEAKER_02]: This is such a weird flex.
39:06
[SPEAKER_02]: I grew up in Buffalo, New York, and I played on a team.
39:09
[SPEAKER_02]: When I was eight, nine, ten years old, with...
39:13
[SPEAKER_02]: I knew him as Robby at the time, most of the world knows him as Grunk.
39:17
[SPEAKER_02]: Rob Grunkowski was the tight end of the Patriots who broke every record known to man when it was legendary.
39:23
[SPEAKER_02]: You know, we played basketball together when we were like eight years old.
39:25
[SPEAKER_02]: So that's what we wanted to watch him go off and do that.
39:28
[SPEAKER_02]: But the point is, I did end up golfing for a little bit and I got just good enough at it to know that I would never be good enough at it.
39:37
[SPEAKER_02]: And I couldn't handle it.
39:38
[SPEAKER_02]: I was like, I can see the amount of work it would take
39:41
[SPEAKER_02]: to get really good at golf and I'm not willing to do it.
39:46
[SPEAKER_02]: That is actually exactly what we're talking about.
39:48
[SPEAKER_02]: I see a problem in my life and I've decided I'm not willing to solve it.
39:53
[SPEAKER_02]: So if you want to get people to take your ideas, put them into action, they don't just need to know that you understand what they want that you understand the problem they have.
40:05
[SPEAKER_02]: you need them to decide, this is actually worth solving.
40:09
[SPEAKER_02]: So that's where you have to articulate the stakes.
40:11
[SPEAKER_00]: This is really good.
40:12
[SPEAKER_00]: And this is so helpful because of, again, the world I come from, I know people that have to whip up, I don't want to say whip up, a create new messaging.
40:21
[SPEAKER_00]: But if you have a framework to fill these things in, then you're just filling in these slots.
40:27
[SPEAKER_00]: And so that's really good.
40:27
[SPEAKER_00]: Okay, communicating the fears and things like that, then you say reminding them of the stakes.
40:35
[SPEAKER_02]: So then after that, if you want to get super technical, because I know your folks like to get technical, the next thing that you should do is ask the core question.
40:42
[SPEAKER_02]: This is one of my favorite things.
40:44
[SPEAKER_02]: Now you know this intuitively, because I've watched your content, I've been watching your content for 20 years, basically, right?
40:50
[SPEAKER_02]: So I know that you already do this, but I think this will be a way for your folks to think about what this is.
40:57
[SPEAKER_02]: The core question,
40:58
[SPEAKER_02]: is the question that your talk, your video, your communication, your post, your newsletter, whatever you're doing.
41:08
[SPEAKER_02]: The question that this piece of content serves as the answer to.
41:14
[SPEAKER_02]: So what question does the audience have that they don't know the answer to?
41:20
[SPEAKER_02]: That this content will give them the answer to.
41:23
[SPEAKER_02]: This is important.
41:24
[SPEAKER_02]: You have to actually ask this question out loud.
41:28
[SPEAKER_02]: Right.
41:28
[SPEAKER_02]: And you see this in a lot of great content towards the beginning of a great video.
41:33
[SPEAKER_02]: Yeah.
41:33
[SPEAKER_02]: Many really, really good YouTubers will say,
41:36
[SPEAKER_02]: they'll do the intro, problem, stakes, that kind of stuff.
41:39
[SPEAKER_02]: And then they'll go, so, and then they'll ask a question out loud.
41:43
[SPEAKER_02]: What that does is it opens a loop.
41:45
[SPEAKER_02]: It's called an open loop, psychologically.
41:47
[SPEAKER_02]: It opens a loop in my brain and our brains want to close loops.
41:51
[SPEAKER_02]: We are designed, our brains are like, oh, I don't like things being open.
41:55
[SPEAKER_02]: I want to, I want to say that I just thought of a bar.
41:58
[SPEAKER_00]: You're, when your brain wants to close a loop, they're not gonna close out the video.
42:04
[SPEAKER_00]: Yes, they're two, they're two, they're tested psychologically.
42:08
[SPEAKER_02]: That's right.
42:08
[SPEAKER_02]: Yeah, they're invested because they want to find, which is exactly why people struggle so much with magic tricks because at the end of a trick it's actually, there's an open loop at the end of a magic trick.
42:17
[SPEAKER_02]: It's how did he do it?
42:18
[SPEAKER_02]: Dang.
42:19
[SPEAKER_02]: And it's actually what makes people crazy about magic and why some people actually don't like magic.
42:24
[SPEAKER_02]: There are plenty of people who don't like magic and I think a lot of it's psychologically comes down to, it actually leaves an open loop at the end, which is I don't know how that worked.
42:32
[SPEAKER_02]: Wow.
42:33
[SPEAKER_02]: This is something that in your communication, you don't want to do.
42:36
[SPEAKER_02]: Folks, very well for magicians, because it creates that, like, that wonder experience, but it's like, no, no, you don't want people just like aimlessly wondering about things.
42:45
[SPEAKER_02]: You want them towards the beginning of your communication to know this.
42:49
[SPEAKER_02]: If you watch this content, if you pay attention to the speech, I will close the loop for you.
42:55
[SPEAKER_02]: And the key to this question is after you ask it,
42:59
[SPEAKER_02]: do not close it immediately.
43:01
[SPEAKER_02]: I see this happen all the time, people will get, they'll do it, they'll get the question.
43:05
[SPEAKER_02]: They'll say, so we'll go back to the example of the marine biologist, Jake, Dr. Levinson.
43:12
[SPEAKER_02]: Say, man, it's a good machine.
43:13
[SPEAKER_02]: I'll go to Jake at Levinson, awesome guy, nerdy, nerdy, nerdy, nerdy science, smart man, smart man, very smart man.
43:20
[SPEAKER_02]: After you ask the question, so how do we protect things we care about when they're constantly moving?
43:28
[SPEAKER_02]: Now, if I just ask you that right now, immediately, what is your brain do?
43:32
[SPEAKER_02]: I don't know, you start to try to think, I don't know how would I protect something that's constantly in motion.
43:36
[SPEAKER_02]: You start to try to answer the question, that is engagement.
43:40
[SPEAKER_02]: That's what we call engagement.
43:42
[SPEAKER_02]: And you don't, like there's so many of these like tactics that people throw around for like how to get engagement in your content, your videos and all this stuff.
43:50
[SPEAKER_02]: The easiest way to do is to ask a question that they genuinely want the answer to and don't know the answer to.
43:56
[SPEAKER_02]: That first part is important.
43:57
[SPEAKER_02]: They genuinely want the answer to.
44:00
[SPEAKER_02]: A lot of the way people go wrong with questions is they ask a rhetorical question.
44:04
[SPEAKER_02]: Retortical questions are by definition not designed to be answered.
44:09
[SPEAKER_02]: So you don't want to ask a rhetorical question.
44:12
[SPEAKER_02]: You also don't want to ask, but I call it a superficial question.
44:15
[SPEAKER_02]: So like speakers on stages, I see this at conferences all the time.
44:19
[SPEAKER_02]: They say, we feel good today.
44:22
[SPEAKER_02]: stop that nonsense that there's no value in that to the audience there's that that's just fear speaking on on this on the behalf of the speaker that's just I feel like I should say something
44:33
[SPEAKER_00]: This is just going to like human connection now.
44:36
[SPEAKER_00]: Yeah, I mean we're typing it because I'm thinking about when I walk into a store.
44:39
[SPEAKER_00]: I'd be like, you look for anything specific.
44:42
[SPEAKER_00]: One have I ever walked into a clothing store personally and was looking for something specific.
44:49
[SPEAKER_00]: Now, if you know as a sales associate, that the 99% of the time the answer is no.
44:55
[SPEAKER_00]: Yeah.
44:56
[SPEAKER_00]: If you cared about the person you were supposed to serve, the customer, you would ask a question that you know the answer could spark a conversation.
45:08
[SPEAKER_00]: Yeah.
45:08
[SPEAKER_00]: But people are just poor communicators at every level.
45:11
[SPEAKER_00]: But this is just, that's what came to mind.
45:13
[SPEAKER_00]: Yeah.
45:13
[SPEAKER_00]: Yeah.
45:13
[SPEAKER_02]: Yeah.
45:14
[SPEAKER_02]: 100%.
45:14
[SPEAKER_02]: I mean, it happens all over the place.
45:16
[SPEAKER_02]: And so,
45:17
[SPEAKER_02]: You know, you don't want to ask superficial questions, which are just like the how we do in today, you know, that kind of stuff.
45:22
[SPEAKER_02]: It's just nonsense.
45:23
[SPEAKER_02]: It's not valuable in any, in any way.
45:25
[SPEAKER_02]: People think, oh, it's it's it's it's polite or it's it's friendly.
45:29
[SPEAKER_02]: It's like, no, you know, it's polite and friendly being valuable.
45:33
[SPEAKER_02]: Don't ask questions that way, it's people's time.
45:35
[SPEAKER_02]: And then on top of that,
45:37
[SPEAKER_02]: The rhetorical questions, the questions that, like here's an example of rhetorical question, you can imagine a Like a wellness speaker saying, well, we all want to be healthy, right?
45:48
[SPEAKER_02]: Like don't we all don't you want to be healthy?
45:50
[SPEAKER_02]: It's like that's a rhetorical question and you know it's rhetorical because no one would actually answer no I don't want to be healthy, which means it's a useless question.
46:00
[SPEAKER_02]: It doesn't do anything so instead a wellness speaker might
46:05
[SPEAKER_02]: I don't work with wellness speakers very often.
46:07
[SPEAKER_02]: I want the speaker, why did I use this example?
46:09
[SPEAKER_02]: A wellness speaker might as well just go back to Dr.
46:11
[SPEAKER_00]: Biology.
46:12
[SPEAKER_02]: Yeah, but let's use a different example.
46:13
[SPEAKER_02]: So I mean, I may as well do it on the spot, right?
46:15
[SPEAKER_02]: Why not?
46:16
[SPEAKER_02]: Well, this speaker might say something like, so how do you stay in shape?
46:25
[SPEAKER_02]: Like, if they're talking to parents, how do you stay in shape when you've got two little kids running around and you own a business?
46:32
[SPEAKER_02]: Right, how do you find the time to stay in shape when you've got little kids at home?
46:35
[SPEAKER_02]: Something like that is an actual core question, because we can imagine parents, because I'm one, going, I wish I were healthier but between my kid and my work, like I just don't have the time, like so that you could imagine them going, so how do you find the time to stay in shape when you're buried with kids in your job?
46:56
[SPEAKER_02]: And that would actually make me think, I don't know, how would I do it?
47:00
[SPEAKER_02]: If I had to answer that question, how would I answer it?
47:01
[SPEAKER_02]: That's engagement too.
47:03
[SPEAKER_02]: And now hopefully you're going to answer that question and close that loop for me and so I'm in.
47:09
[SPEAKER_02]: Yeah, that's so good.
47:10
[SPEAKER_00]: Okay, core question.
47:12
[SPEAKER_00]: Yeah.
47:12
[SPEAKER_00]: And then how are we wrapping, are we wrapping this thing up or are we getting into, yeah, yeah, the speed.
47:18
[SPEAKER_02]: So everything that we just did happens within the introduction.
47:22
[SPEAKER_02]: Sheesh.
47:23
[SPEAKER_02]: But that can be done quickly.
47:24
[SPEAKER_02]: Yeah.
47:25
[SPEAKER_02]: Now, if you're on stage for 60 minutes, you can spend the first five minutes doing the things that we just did, right?
47:31
[SPEAKER_02]: You can spend five minutes on your intro.
47:33
[SPEAKER_02]: If this is a one minute video, you kind of got to get through that in the first eight seconds, right?
47:39
[SPEAKER_02]: So you need to, this needs to be appropriately sized.
47:43
[SPEAKER_02]: But if you're giving, if you're doing sales or giving a presentation or something like that, you can spend two minutes getting through in that, because these can be one sentence answers.
47:51
[SPEAKER_02]: We all want this, but unfortunately that, and if we don't do this, terrible things will happen soon.
47:57
[SPEAKER_02]: So,
47:57
[SPEAKER_02]: How do you question it's it that's an intro good right and you can feel you can feel the inflection if you You know, I wasn't actually doing it right you could feel how that pulls people in So once you do that you're through the intro the next question people ask themselves in their head is Okay, but why should I listen to you?
48:19
[SPEAKER_02]: This is when you finally need to offer Your credentials or your authority or your qualifications
48:26
[SPEAKER_02]: most people make the mistake of offering this right up front.
48:29
[SPEAKER_02]: They are, sometimes it comes out, I think a lot of times it comes out of insecurity, they think I'm not really qualified.
48:35
[SPEAKER_02]: Well, how people are very, they're going to go up and speak, be up in front of people, whether it's 10 people at the local Chamber of Commerce or 1,000 people at an event, they think, oh man, I'm not really qualified.
48:46
[SPEAKER_02]: I don't know if I'm really qualified to be up here.
48:47
[SPEAKER_02]: So the first words out of their mouth are, hi, I'm Brian Miller,
48:51
[SPEAKER_02]: I've given a TED talk with three and a half million views.
48:54
[SPEAKER_02]: I was a magician for ten years.
48:56
[SPEAKER_02]: I've done this many That they're out everyone's out right away because I don't care who you are.
49:02
[SPEAKER_02]: I care what you can do for me Right, but once they're in we've gotten through the intro.
49:07
[SPEAKER_00]: This is why I'm at started this whole podcast with it's not the delivery It's yeah order the design it's the order
49:15
[SPEAKER_02]: Now that they're in, you've opened the loop, you've got their engagement.
49:19
[SPEAKER_02]: Now they're asking, cool, but why should I listen to you?
49:22
[SPEAKER_02]: In other words, they're thinking, I care about this topic.
49:26
[SPEAKER_02]: I've decided it's valuable that I address it.
49:29
[SPEAKER_02]: And there's a question that I want answered.
49:32
[SPEAKER_02]: Why wouldn't I just pick up my phone and ask either AI or the world's most foremost expert?
49:38
[SPEAKER_02]: The famous person, like someone's talking about vulnerability or authenticity,
49:43
[SPEAKER_02]: But I've never heard of you.
49:44
[SPEAKER_02]: I've heard of Brine Brown.
49:45
[SPEAKER_02]: Why wouldn't I just go Google what Brine Brown said about this?
49:48
[SPEAKER_02]: So now you have to answer the why, why you specifically question, which is tell me what you've done in your life that makes you qualified that I should listen to you and that you're going to offer something that's different from anybody else, which is why it's important for people to know at some point that I learned communication strategy from being a magician.
50:12
[SPEAKER_02]: that they wouldn't find somewhere else.
50:14
[SPEAKER_02]: There are much more famous communication consultants than me, but very few of them learned what they learned from being a magician.
50:23
[SPEAKER_02]: So when I talk about being a magician, people go, oh, you're going to have a perspective on communication that's different than I would find somewhere else.
50:32
[SPEAKER_02]: I will listen to you.
50:33
[SPEAKER_00]: So this is the time to ask really good and I love that because what comes to mind is like what if you go to like a conference and literally everyone's applying this thing But this is where the uniqueness comes in.
50:43
[SPEAKER_00]: Yeah, how it becomes a variety of talks as opposed to every structure is the same But but everyone can use this framework and they should yes this that's the beautiful thing about frameworks is that if you use this framework People will not see the scenes.
51:00
[SPEAKER_02]: They won't see these transition points if you get this right
51:03
[SPEAKER_02]: what you're doing is you're answering questions that the audience is already asking themselves.
51:08
[SPEAKER_02]: If you've ever sat in the audience for a speaker and at some point, you even though you were following along with them and everything they're saying is interesting and you just at some point start kind of disengaging.
51:19
[SPEAKER_02]: I will tell you why that happens.
51:21
[SPEAKER_02]: That happens because they started talking about something that was not addressing the question that you had in your head at that moment.
51:29
[SPEAKER_02]: they just said something, it sparked a question for you, and then they talked about something else.
51:34
[SPEAKER_02]: That's where people disconnect from speakers.
51:37
[SPEAKER_02]: And it's not because what you're saying now is an interesting.
51:39
[SPEAKER_02]: It's because my brain is somewhere else.
51:42
[SPEAKER_02]: And so if you can just answer the questions in the right order, people feel like you're reading their mind.
51:47
[SPEAKER_02]: It feels like magic when and so if you've ever watched a speaker where an hour went by and you didn't even realize an hour went by Like oh my god, I can't believe it's been an hour That was somebody who was just answering the questions you were asking in your head and the order you were asking that.
52:03
[SPEAKER_02]: That's what it is So good.
52:05
[SPEAKER_00]: Okay, so then we answer the question why you for the audience and Sharon credit your credentials in a way that gets people would be like oh, yeah Did
52:14
[SPEAKER_02]: you know, based on that is almost always a story, like unless you're doing a one-minute reel or something where we're not talking about that kind of, I don't really deal in Europe, you're a much better expert on that kind of communication.
52:24
[SPEAKER_02]: I deal with medium and long-form communication for the most part.
52:29
[SPEAKER_02]: And so at this point we're now getting into like the main body of the piece of communication, like what, where are you really, what do you really hear to talk about?
52:38
[SPEAKER_02]: And so what most people do with this point is they jump straight to the solution.
52:43
[SPEAKER_02]: we establish the problem at the beginning.
52:45
[SPEAKER_02]: We open the loop and then we establish our own credentials by hopefully telling a story.
52:50
[SPEAKER_02]: It's the most engaging way to do it.
52:52
[SPEAKER_02]: But you don't have to.
52:53
[SPEAKER_02]: In one sentence, you can say, I'm a therapist.
52:56
[SPEAKER_02]: I've worked with 3,000 patients over 20 years and I've learned in my time about X.
53:02
[SPEAKER_02]: Like you can just do that, but more fun to tell a story.
53:06
[SPEAKER_02]: Yeah.
53:06
[SPEAKER_02]: Now you're getting into it and most people skip to the solution.
53:08
[SPEAKER_02]: They go, and here's how to solve the problem.
53:12
[SPEAKER_02]: five-step framework, their proprietary trade mark thing, they get into the weeds.
53:18
[SPEAKER_02]: The audience is not ready for it.
53:20
[SPEAKER_02]: They're not ready for it, because they're asking themselves, but can't I just keep doing what I've already been doing?
53:29
[SPEAKER_02]: Or I've heard of this other thing that seems a lot simpler with them what they're talking about.
53:33
[SPEAKER_02]: Why wouldn't I just do that?
53:35
[SPEAKER_02]: They've got other things in their mind that they could do,
53:40
[SPEAKER_02]: have tried, have kind of worked, and it's always easier for people to continue doing something, they're already doing, even if it's not working, than it is to do something new that they've never heard of.
53:54
[SPEAKER_02]: So before you skip, before you go to your solution, you do a section that we call the status quo, which is you're going to take them on a tour through the existing ways that people already typically
54:09
[SPEAKER_02]: and why each of these things either don't work, don't work as well as they should, or work, but lead to unforeseen negative consequences.
54:19
[SPEAKER_02]: You have to remove all of the different ways people already think they could solve this problem, or if thought about trying it, before you give your solution, because if you do that, you actually dig them into a hole.
54:32
[SPEAKER_02]: They still have the problem, they had at the beginning of the talk,
54:35
[SPEAKER_02]: But now they have no options when you go, okay, you've thought about this or you go, well, so when people have this problem, a lot of times they try X, and that seems like a good idea.
54:49
[SPEAKER_02]: You would think that would work, but actually, and then you show them why it doesn't work, either through a story or through data or through whatever.
54:58
[SPEAKER_02]: And then you go, and so when that doesn't work, people then sometimes try this.
55:04
[SPEAKER_02]: And that also seems like a good idea.
55:06
[SPEAKER_02]: You would think that would work, but it also doesn't for these, or it does work, but it only works for a short time, and you end up kicking yourself, because long-term what this does is it damages blah blah.
55:15
[SPEAKER_02]: So you take them on this tour through the status quo, and when you finish doing that, people are now sitting here going, okay, I still have the question of the talk that I want answered.
55:25
[SPEAKER_02]: I still have the problem,
55:28
[SPEAKER_02]: I have no options, or I can't even imagine how we would solve this.
55:33
[SPEAKER_02]: And now they have to listen to you.
55:36
[SPEAKER_02]: Now you give them your solution.
55:38
[SPEAKER_02]: They have to consider your unique proprietary special sauce because they have nothing else left.
55:44
[SPEAKER_02]: So that is how you get people to actually buy in.
55:48
[SPEAKER_00]: Okay, so who are some, can you give me like, maybe three of like some of the greatest keynotes you've heard watched or Ted talks or something people could actually reference and be like, oh,
56:02
[SPEAKER_00]: I see what he was saying.
56:03
[SPEAKER_02]: Yeah, so for one thing, I'll make sure that by the time this is live, I'll give you a handful of like, I'll take some time to curate some references that you can put in the description in the description.
56:14
[SPEAKER_02]: In the show notes.
56:15
[SPEAKER_02]: In the doobly dude.
56:17
[SPEAKER_02]: Who was it, Hank Green, always saying that, John Green, anyway.
56:21
[SPEAKER_02]: So we'll do that.
56:22
[SPEAKER_02]: There's...
56:25
[SPEAKER_02]: I don't want to give the reference to some of the most famous.
56:27
[SPEAKER_02]: Like everybody has seen the Simon Sineck and the Bernabey Brown.
56:31
[SPEAKER_02]: You know, there's some of the OG Ted Talkers, but they gave their talks in 2009, 2011.
56:35
[SPEAKER_02]: It is 2026.
56:38
[SPEAKER_02]: People do not engage.
56:40
[SPEAKER_02]: There are tensions, bands are not the same.
56:42
[SPEAKER_02]: We need some new reference points.
56:44
[SPEAKER_02]: Here's somebody that a lot of people haven't heard of.
56:46
[SPEAKER_02]: They should go watch every talkie does.
56:49
[SPEAKER_02]: Worries Sutherland.
56:50
[SPEAKER_02]: Worries Sutherland is a marketing genius.
56:55
[SPEAKER_02]: And he gives, you know, it's like I've just never seen their mesmerizing, they're effortless.
57:06
[SPEAKER_02]: And the first time I saw him, I thought I actually almost made a committed descent you when I talked about.
57:11
[SPEAKER_02]: I went, I literally watched him with all of my knowledge about what it takes to be a speaker like that.
57:16
[SPEAKER_02]: And I went,
57:17
[SPEAKER_02]: man, this guy is just such a gifted speaker.
57:20
[SPEAKER_02]: I literally had that thought until I started watching dozens of his keynote that have been recorded and realizing, oh no, he knows all the moves.
57:29
[SPEAKER_02]: This, he can go off the cuff, but it's like Robin Williams was a master of improv, it's like no, no, no.
57:36
[SPEAKER_02]: People think Robin Williams was a master of improv.
57:38
[SPEAKER_02]: He was a master of rehearsed improv.
57:40
[SPEAKER_02]: Robin Williams knew how he knew, he had so many bits in his head.
57:46
[SPEAKER_02]: He was waiting for a trigger.
57:47
[SPEAKER_02]: And when somebody gave him a verbal trigger, he would pull a bit and it would look improvised.
57:53
[SPEAKER_02]: It would look rift.
57:54
[SPEAKER_02]: But if you watched enough of the history of Robin Williams, you would see that there's repeated improv to bits across his career.
58:02
[SPEAKER_02]: That's why Laurie Sutherland is an unbelievable speaker.
58:08
[SPEAKER_02]: And he effortlessly moves through these kinds of stuff.
58:12
[SPEAKER_00]: Good, thanks for sharing that.
58:14
[SPEAKER_00]: Something you bring up or something that comes to mind is the use of AI in doing this, where people can just go, and I imagine you being someone who is just an artist at your end, you just worked on your craft,
58:29
[SPEAKER_00]: that AI comes on the scene, I don't know if you're like me, but I'm like, I'm like, in the middle.
58:33
[SPEAKER_00]: I'm like, I don't know, man.
58:34
[SPEAKER_00]: I just, I did the work that it took to become really good, but when I think about really crafting talks, messages, content that moves people, it really needs to come from your essence.
58:46
[SPEAKER_00]: And AI doesn't have a spirit, and I think AI can help structure, I think AI can help, you know, unpack.
58:55
[SPEAKER_00]: But where are you at when it comes to aspiring communicators and keynote speakers using AI to kind of do the work for them?
59:03
[SPEAKER_02]: Okay, so this is a really, really good question, and as you can imagine, it's a question we've been grappling with since December 2022, essentially, right?
59:12
[SPEAKER_02]: I mean, when when when Chad GBT, the first public facing version hit the market, I was on an immediately, and within three weeks, I trained my entire team on how to use it.
59:21
[SPEAKER_02]: I immediately was like, this is, we got to be on this.
59:25
[SPEAKER_02]: What's interesting for me is having
59:28
[SPEAKER_02]: been a Uber user of AI, not in terms of like the AI backend systems people are, you know, you've talked to people or like these AI experts and backend, that's lunacy for me.
59:39
[SPEAKER_02]: I just mean somebody who uses KGBT and Claude and the Gemini, you know, on a regular basis, the longer I've used it, the less concerned I've been about it, replacing any kind of communication training.
59:56
[SPEAKER_02]: I was much more concerned about it initially when I was blown away by the capabilities as I've used it for the last few years, what I've realized is.
1:00:06
[SPEAKER_02]: It is good at structure.
1:00:08
[SPEAKER_02]: If you feed it my structure, like I had one of my lead consultancy came to me probably two years ago and he goes, are we at all concerned that, you know, he goes, you give away our structure on podcasts and freely, you know, you give away our structure.
1:00:20
[SPEAKER_02]: Couldn't somebody just train a custom GPT on our structure and then just not need us anymore?
1:00:25
[SPEAKER_02]: Are you concerned about that?
1:00:27
[SPEAKER_02]: I said no.
1:00:28
[SPEAKER_02]: He said why?
1:00:29
[SPEAKER_02]: And I said, well, because
1:00:32
[SPEAKER_02]: By definition, AI chat bots deliver average work.
1:00:37
[SPEAKER_02]: They have to.
1:00:38
[SPEAKER_02]: They are an average, they're a weighted median, essentially, of everything that's ever been written on the internet.
1:00:45
[SPEAKER_02]: So if you produce anything that an AI produces will be average by definition.
1:00:51
[SPEAKER_02]: So what is beautiful about that is if you are a terrible communicator, you are really bad, and you've just been asked to give a talk tomorrow or next week or something.
1:01:02
[SPEAKER_02]: Somebody just asked you to give a toast at their, you know, social and gathering, whatever.
1:01:07
[SPEAKER_02]: Please use AI if you are really nervous if you're a terrible communicator, it will give you something average, which is way better than what you would have done.
1:01:14
[SPEAKER_02]: Hey, absolutely.
1:01:15
[SPEAKER_02]: It will be directly correct.
1:01:17
[SPEAKER_02]: I always use that.
1:01:18
[SPEAKER_02]: I'm like, it will be directly correct.
1:01:20
[SPEAKER_02]: It will be devoid of soul.
1:01:22
[SPEAKER_02]: One, because it is not a human, it has no experiences, it has no subjective reality, and two, it doesn't know your experiences or your subjective reality.
1:01:32
[SPEAKER_02]: And so it can help you organize the ideas, but what it cannot do is write it for you.
1:01:40
[SPEAKER_02]: I would not use AI to write your speech.
1:01:44
[SPEAKER_02]: It will give you a generic average speech that literally anybody could have said,
1:01:52
[SPEAKER_02]: And you know this because they you got it from an AI, right?
1:01:55
[SPEAKER_02]: So anybody could have put the same prompt and get something really similar.
1:01:59
[SPEAKER_02]: So what you need to do is if you're looking to use AI as a.
1:02:08
[SPEAKER_02]: tool as a communicator.
1:02:10
[SPEAKER_02]: Use it to help you organize your ideas, but then you need to go in there and add your perspective, your differentiator, your stories, your data.
1:02:25
[SPEAKER_02]: I mean, there's just, there's so much, and not to mention, if you say, some people try to do the audience analysis part with it.
1:02:32
[SPEAKER_02]: They go, I'm going to be speaking to a room full of nurses
1:02:37
[SPEAKER_02]: Here's what I do.
1:02:38
[SPEAKER_02]: I heard this guy Brian Miller talk about psychographic, so give me the once problems fears and beliefs for this room.
1:02:47
[SPEAKER_02]: And it will give you stuff that totally looks right.
1:02:50
[SPEAKER_02]: But if you haven't talked to those nurses, you just have no idea.
1:02:55
[SPEAKER_02]: You have no idea, because just because nurses on average across the history of the internet have been concerned about these things, you don't know of these nurses at that event, in that room, in that state,
1:03:06
[SPEAKER_02]: and on this date are worried about that.
1:03:09
[SPEAKER_02]: There are times when I am booked for an event that's six or eight months away, when I first talk to the event planners and we agree that they're gonna book me, they tell me this is what our folks are concerned about.
1:03:20
[SPEAKER_02]: And then I always do a pre-event call about three weeks out.
1:03:24
[SPEAKER_02]: And I go, when we originally met six months ago, you mentioned that these are the things that they're concerned about.
1:03:30
[SPEAKER_02]: Is that still their primary concern?
1:03:33
[SPEAKER_02]: Is that still, and they go, oh, no, things have changed 14 times since then.
1:03:36
[SPEAKER_02]: Here's what's going on right now.
1:03:38
[SPEAKER_02]: Wow.
1:03:39
[SPEAKER_02]: So if you ask an AI, you'll just get a weighted average of these things across the history of the internet.
1:03:45
[SPEAKER_02]: That will not actually, it will not, you have no idea if that's going to connect with me.
1:03:49
[SPEAKER_00]: That's really good.
1:03:50
[SPEAKER_00]: Did you do that with Neil last year?
1:03:52
[SPEAKER_00]: Oh, yeah, of course.
1:03:54
[SPEAKER_00]: What was the thing he said?
1:03:56
[SPEAKER_00]: This is the thing that people.
1:03:59
[SPEAKER_02]: I mean, I think that Neil, well, it's funny because Neil, I was introduced to Neil through Chris, though, and Neil and I talked and he was like, anything on clear communication would be valuable to these people and he kind of just left it up to me.
1:04:14
[SPEAKER_02]: And so I, because I'm in the world of training communicators, I knew going into that.
1:04:21
[SPEAKER_02]: Like, okay, if these people are focused on building their personal brands and I was like, there's a million different things.
1:04:26
[SPEAKER_02]: I decided not to talk about building speeches because that wasn't the number one thing that it was like that would have been valuable to 80 of the thousand people in the room probably was like what would be valuable to most of the people in this room or trying to build personal brands I thought well the number one thing I find people struggle with in that space is how to quickly tell people what they do who it's foreign via matters in other words how to answer the question what do you do.
1:04:51
[SPEAKER_02]: Right.
1:04:52
[SPEAKER_02]: Most people just panic when is it?
1:04:53
[SPEAKER_02]: What do you do?
1:04:54
[SPEAKER_02]: And then they talk for 25 minutes and everybody gets, you know, confused and they start looking for the chips and guacamole or any excuse to like leave the conversation.
1:05:03
[SPEAKER_02]: And so I designed the 45 minute talk for for forward to just what do you do when people ask you.
1:05:09
[SPEAKER_00]: What do you do?
1:05:10
[SPEAKER_00]: Yeah, yeah, exactly.
1:05:11
[SPEAKER_02]: I mean, that was really open loop literally it was a how do you so when people ask what do you do?
1:05:16
[SPEAKER_02]: How do you answer it in a way?
1:05:17
[SPEAKER_02]: That's good.
1:05:17
[SPEAKER_02]: That actually gets people to not only understand it.
1:05:20
[SPEAKER_02]: but know how to talk about you and you're not in the room.
1:05:23
[SPEAKER_02]: That was what I identified as the stakes for that talk.
1:05:26
[SPEAKER_02]: And when I do talk like that, which is it's not just that, because if you got somebody right in front of you, you will give me a little bit of time.
1:05:34
[SPEAKER_02]: You'll give me a few minutes, even if I'm struggling, you'll give me some time to figure out how to explain to you, and you could maybe say to me, I didn't quite get that, and I could try again.
1:05:43
[SPEAKER_02]: The problem for personal brands and folks who own businesses is it's if you don't understand how to talk about what I do when I'm not here to correct it or to add the nuance, you will not talk about me when I'm not in the room.
1:05:58
[SPEAKER_02]: So I always say if people don't know how to talk about what you do, they will not talk about what you do, which means your ideas die with you, they stay with you.
1:06:06
[SPEAKER_02]: And so that was essentially the stakes for Neil's audience was,
1:06:10
[SPEAKER_02]: You know, your real editor is building personal brands, you know, and real estate and things like that.
1:06:14
[SPEAKER_02]: It's like, you need, you live on referrals.
1:06:17
[SPEAKER_02]: People will not give you referrals if they don't know how to talk about what you're doing or not in the room.
1:06:21
[SPEAKER_02]: And this talk, I will teach you how to say what you do who it's from why it matters in one sentence before you leave the room.
1:06:27
[SPEAKER_00]: Yeah, that's what you just did in the last two minutes was so meta because you broke down your framework and how you applied it for a talk for the thing and if people didn't grab it You have to like hit back and then watch it again You feel comfortable sharing how much you've made speaking like on stages over these years.
1:06:48
[SPEAKER_02]: Yeah, I mean, I I mean
1:06:50
[SPEAKER_02]: I don't know what the actual number is.
1:06:53
[SPEAKER_02]: I've been speaking for the last 10 years, you know, pulling.
1:06:59
[SPEAKER_02]: I mean, I was making a couple hundred thousand dollars a year when I was focused on my career as a speaker.
1:07:05
[SPEAKER_02]: So you've made $7,000, you know?
1:07:07
[SPEAKER_02]: $1,000, $1,000, $1,000, $1,000, $1,000, $1,000, $1,000, $1,000, $1,000, $1,000, $1,000, $1,000, $1,000, $1,000, $1,000, $1,000, $1,000, $1,000, $1,000, $1,000, $1,000, $1,000, $1,000, $1,000, $1,000, $1,000,000, $1,000, $1,000,000, $1,000, $1,
1:07:15
[SPEAKER_02]: professional speakers so just just give you a range.
1:07:19
[SPEAKER_02]: The lowest amount of money a professional speaker in America, so we'll talk about America because Canada, the UK, they have different price points.
1:07:28
[SPEAKER_02]: Do buy so many people who want price points, do buy so different price points.
1:07:31
[SPEAKER_02]: I know a lot of my entrepreneur friends have moved to do buy recently.
1:07:36
[SPEAKER_02]: In America, the lowest price a professional speaker would ever command is about five grand for a 45 minute talk.
1:07:44
[SPEAKER_02]: That if you are priced below five grand corporate, let's say corporate, that world is different for colleges, you know, but if you're talking corporate, if you're priced below five grand event planner won't even take you seriously, they know that you're an amateur, that is that is that world Wow, so your work a day professional speakers who you've never heard of.
1:08:07
[SPEAKER_02]: They're easily commanding $8 or $10,000 per $45 at speech, which is, I mean, my first year as a speaker, my very first year, I was doing five to eight grand per speech.
1:08:20
[SPEAKER_02]: You know, these days, depending on the market, it can be anywhere from 10 to 25.
1:08:24
[SPEAKER_02]: You know, I've done $25,000 for a 30-minute speech, you know.
1:08:30
[SPEAKER_02]: And I'm, you know, I'm not famous.
1:08:33
[SPEAKER_02]: Most of your audience, if all have never heard of me, right?
1:08:36
[SPEAKER_02]: So you go, well, what are people paying for?
1:08:39
[SPEAKER_02]: What are they paying for?
1:08:40
[SPEAKER_02]: And here's the answer.
1:08:41
[SPEAKER_02]: They're paying
1:08:43
[SPEAKER_02]: for the return on the investment if their audience actually does something with this, especially in the corporate world.
1:08:50
[SPEAKER_02]: The corporate world, if I'm brought into an inside of a company, it's a team and internal event.
1:08:56
[SPEAKER_02]: I think you and Neil, you guys live in the open to the public ticketed event world, 95% of my work as a speaker is internal company events.
1:09:05
[SPEAKER_02]: Right.
1:09:05
[SPEAKER_02]: They're in really ugly holiday and express conference rooms with terrible lighting and no stage.
1:09:11
[SPEAKER_02]: I mean, it's just a business.
1:09:12
[SPEAKER_02]: They looked terrible on video.
1:09:14
[SPEAKER_02]: It's why when I get to do an event like Thor, I'm like, yeah, it's like, finally, I'm good video from my speaker reel.
1:09:20
[SPEAKER_02]: But you go to these events.
1:09:21
[SPEAKER_02]: And
1:09:22
[SPEAKER_02]: You know, let's say the company's doing $100 million a year, you know, and they've got 400 employees, and they're hoping, and I talk on human connections.
1:09:31
[SPEAKER_02]: So they're hoping, if I can help there, let's say that they have a, I might ask them, you know, what's your,
1:09:41
[SPEAKER_02]: What would you say?
1:09:42
[SPEAKER_02]: What's your retention or turnover?
1:09:44
[SPEAKER_02]: What's your employee turnover?
1:09:46
[SPEAKER_02]: Oh, our turnover is, you know, 10% a year or whatever.
1:09:51
[SPEAKER_02]: And I say, but what is it cost you a year in turnover?
1:09:52
[SPEAKER_02]: Let's say that say, say, a cost is $2 million a year and employee turnover.
1:09:56
[SPEAKER_02]: You go, so if I could improve your culture by helping everybody in the room just be a little bit more understanding of other people's perspectives.
1:10:05
[SPEAKER_02]: So only, so 10% of the people that would normally turn over don't this year.
1:10:11
[SPEAKER_02]: What would that save you?
1:10:12
[SPEAKER_02]: What'd save us $200,000, right?
1:10:14
[SPEAKER_02]: If it's $2 million a year in turnover and you save us 10% of those, 200, we save $200,000 in turnover.
1:10:20
[SPEAKER_02]: And I go great.
1:10:21
[SPEAKER_02]: I fee us $20,000.
1:10:24
[SPEAKER_02]: Now think about that.
1:10:25
[SPEAKER_02]: If I charge $20,000 and if I go on stage for an hour and by the end of it, everybody in the room knows how to make all their colleagues feel valued, feel respected, feel understood just a little bit more.
1:10:39
[SPEAKER_02]: And they save 10% on turnover in the next year.
1:10:41
[SPEAKER_02]: They save $200,000.
1:10:42
[SPEAKER_02]: It's $180,000 return on investment for my speech.
1:10:46
[SPEAKER_02]: So 20 grants not a big deal.
1:10:48
[SPEAKER_02]: Yeah.
1:10:48
[SPEAKER_02]: They're doing good.
1:10:49
[SPEAKER_02]: Right?
1:10:49
[SPEAKER_00]: So like people, when did you become a master salesman?
1:10:52
[SPEAKER_00]: Because that's price, juxtaposing.
1:10:56
[SPEAKER_00]: I mean, and I think that's why they go hand in hand.
1:10:58
[SPEAKER_00]: As I when I when I make podcasts like this, when I say that, I mean, it's like, do we go the communication right?
1:11:04
[SPEAKER_00]: Or do we go the sales right?
1:11:05
[SPEAKER_00]: Sometimes people do want to get better at sales when really the answer is you need to become a better communicator because communication allows to be on sales.
1:11:12
[SPEAKER_02]: And sales follows communication.
1:11:16
[SPEAKER_02]: I think that's one of those things where similar to communicators think I need to focus on my hand gestures and my breath control, it's like, no, focus on the message.
1:11:24
[SPEAKER_02]: If you get the message right, most of that stuff will work itself.
1:11:26
[SPEAKER_02]: Now, I have the same thing.
1:11:28
[SPEAKER_02]: I think people focus so much on sales because they're bad communicators.
1:11:32
[SPEAKER_02]: So they learn all these hacks and closing techies and all this stuff.
1:11:35
[SPEAKER_02]: It's like,
1:11:36
[SPEAKER_02]: If you're a great communicator, if you know how to get people's attention and earn buy-in, and the people realize that by working with you, things will get better for them.
1:11:44
[SPEAKER_02]: You don't have to sell anybody on anything.
1:11:46
[SPEAKER_02]: You just didn't invite people in.
1:11:47
[SPEAKER_00]: Yeah, that's great.
1:11:49
[SPEAKER_00]: But I don't use closing.
1:11:50
[SPEAKER_00]: I definitely think it's one of the greatest part-time gigs is stepping into the arena of speaking.
1:11:57
[SPEAKER_00]: I mean, you can make a few hundred thousand dollars in your first couple years just because it's a great.
1:12:02
[SPEAKER_02]: And then if you're in a season where it's great to travel and you enjoy that stuff good steak night dinners and different cities like I mean listen like you know even I most most the people listening to this you know I would say this it's like if you only got one speech a month for five grand would that change your life in any meaningful way it's like oh next to 60 grand a year for doing one one hour speech a month most people will be like yeah I would
1:12:27
[SPEAKER_02]: a couple of new vacations with my family.
1:12:29
[SPEAKER_02]: I could reinvest to my business.
1:12:30
[SPEAKER_02]: I could be like, what if we were being really conservative?
1:12:34
[SPEAKER_02]: What if you're only making a thousand dollars because you're just not that good yet?
1:12:37
[SPEAKER_02]: You get a thousand bucks and you do one or two of those a month.
1:12:40
[SPEAKER_02]: That's still an extra 20 or 25 grand a year from doing two one hour speeches a month.
1:12:46
[SPEAKER_02]: would that be useful?
1:12:47
[SPEAKER_02]: Yes.
1:12:48
[SPEAKER_02]: OK. And it's like, and if you start doing those, you don't have to think I need to make $200,000 a year as a speaker.
1:12:54
[SPEAKER_02]: If you make 20 grand a year as a speaker, doing one or two speeches a month, now you're actually getting reps. You're becoming a better speaker.
1:13:00
[SPEAKER_02]: It makes it more likely that in year two, you can charge four grand a speech.
1:13:03
[SPEAKER_02]: You know, like, it's a worthwhile discipline.
1:13:07
[SPEAKER_02]: One, you can bring in some extra revenue, too.
1:13:10
[SPEAKER_02]: You don't have to choose between getting paid to speak,
1:13:14
[SPEAKER_02]: making money on the back end of speaking.
1:13:15
[SPEAKER_02]: Like there's a lot of people who had this idea, they're like, either I'm gonna be a paid professional speaker, or I'm gonna speak for free, or even pay to speak at events, hoping I'll get business from the back of the room.
1:13:26
[SPEAKER_02]: I gotta tell you something, I get paid to speak, and I get business from being on stage.
1:13:31
[SPEAKER_02]: You can do both, right?
1:13:33
[SPEAKER_02]: And so,
1:13:34
[SPEAKER_02]: Even if you only get a thousand bucks or they just cover your travel and then your phenomenal on stage yeah people come up to you and they want to work with you or they want to do business or refer you to somebody else
1:13:45
[SPEAKER_02]: the compounding effect on communication skills is just infinite.
1:13:49
[SPEAKER_00]: So good.
1:13:50
[SPEAKER_00]: Something that's coming in mind are just dealing with the nerves.
1:13:53
[SPEAKER_00]: Yeah.
1:13:55
[SPEAKER_00]: Which I personally, they never go away.
1:13:56
[SPEAKER_00]: I mean, for me, there's always a little bit in my stomach when you just get up there and you be better.
1:14:01
[SPEAKER_00]: You do it scared.
1:14:02
[SPEAKER_02]: Yeah.
1:14:03
[SPEAKER_02]: Yeah.
1:14:04
[SPEAKER_02]: That just makes me think of, you know, I think I don't know if I mentioned Seth Goat and I'm only allowed to mention that.
1:14:09
[SPEAKER_02]: once per podcast.
1:14:10
[SPEAKER_02]: I think I mentioned him before we started recording, so I think I'm fair here.
1:14:13
[SPEAKER_02]: I, um, he's a hero of mine and lucky enough for him to become a mentor in a friend over the years.
1:14:19
[SPEAKER_02]: And so, kind of, father of modern marketing.
1:14:22
[SPEAKER_02]: So, you know, one of the things that Seth talks about a lot, he goes, you know, you don't ask a marathon runner.
1:14:29
[SPEAKER_02]: uh... how do you run a marathon without getting tired it's a stupid question right he goes nobody runs a marathon without getting tired the question for marathon runners is where do you put the tired you gotta take the tired and just put it somewhere that's how you run a marathon it's the same thing for speakers how do you speak without getting nervous
1:14:48
[SPEAKER_02]: You don't, because it's really weird.
1:14:51
[SPEAKER_02]: Humans are not biologically designed for getting up on stage in front of 100 or 200 people.
1:14:57
[SPEAKER_02]: And we could get nerdy.
1:14:59
[SPEAKER_02]: There's all kinds of anthropological reasons about this.
1:15:01
[SPEAKER_02]: Like go back, we are basically still cavemen, like biologically.
1:15:06
[SPEAKER_02]: And if you go back to the cavemen cavewomen days, if you were ever standing up with your back to a wall and 100 people were all looking at you, you were dead.
1:15:18
[SPEAKER_02]: There's no other reason that would have ever happened.
1:15:20
[SPEAKER_02]: You were about to be killed.
1:15:21
[SPEAKER_02]: That's what triggers.
1:15:22
[SPEAKER_02]: It's like you're a migula, and I'm not a science.
1:15:25
[SPEAKER_02]: Like somebody will fact check me in the cause.
1:15:27
[SPEAKER_02]: It was not really whatever.
1:15:29
[SPEAKER_02]: Like something like you're a migula, just like just triggers this fear, flight, freeze response to public speaking.
1:15:36
[SPEAKER_02]: That's why people are afraid of it, because it's basically I'm about to die.
1:15:40
[SPEAKER_02]: right except you're not it's 2026.
1:15:42
[SPEAKER_02]: So you don't speak without getting nervous.
1:15:46
[SPEAKER_02]: The one thing not to be to dead horse that we've been talking about for an hour and a half whatever it is but it's people will like go to speaker coaches and go to therapy and all this to try to like deal with the fear of public speaking as if it's this isolated thing like fear of public speaking is a thing I can deal with on its own.
1:16:05
[SPEAKER_02]: If you know the message, if you've planned and prepped and rehearsed, and you know that the right ideas are on the right order, and you know you're opening, and you know you're closing, cold, most of the nerves go away, because you just go up and do what you're there to do.
1:16:22
[SPEAKER_02]: Most of the reason people are nervous, barring really heavy psychological anxiety, right?
1:16:28
[SPEAKER_02]: They're a
1:16:29
[SPEAKER_02]: I don't know, 5% of the folks we work with have true clinical, psychological anxiety, and you had to deal with that with the real medicine doctor biology, right?
1:16:39
[SPEAKER_00]: Right.
1:16:39
[SPEAKER_02]: You gotta see somebody, right?
1:16:41
[SPEAKER_02]: Most people, their fear of public speaking, almost completely evaporates after we've taken them through the process of building a speech with the system.
1:16:49
[SPEAKER_02]: Because by the time we're done, they're like, oh, I'm now confident that if I deliver these ideas in this order, we'll do exactly what the speech is intended to do.
1:16:59
[SPEAKER_02]: I'm not worried that it's gonna work.
1:17:00
[SPEAKER_02]: So I just go up and do it.
1:17:02
[SPEAKER_02]: So good, fine.
1:17:04
[SPEAKER_00]: Bro, I appreciate you.
1:17:06
[SPEAKER_00]: You mentioned that you got a book coming out.
1:17:09
[SPEAKER_00]: And it might be out, what's coming out in May.
1:17:13
[SPEAKER_02]: It will be in, be in stores in May or wherever, wherever you have books.
1:17:18
[SPEAKER_00]: What is it called, and how can people connect to you?
1:17:20
[SPEAKER_02]: Yes, the book is called The One Page Keynote.
1:17:24
[SPEAKER_02]: It is my entire system on designing speeches.
1:17:26
[SPEAKER_02]: It kind of stuff we just talked about.
1:17:28
[SPEAKER_02]: And the subtitle of the book is, we're locking it down right now, but the subtitle is basically, how to design a speech from scratch that works every time no charisma required.
1:17:40
[SPEAKER_02]: So it's exactly what we just talked about.
1:17:42
[SPEAKER_02]: Right now, if the book's not out, you can go to keynotedesignbook.com and just register your interest.
1:17:49
[SPEAKER_02]: Just a little kind of register your interest.
1:17:51
[SPEAKER_02]: Like I want to know when the book comes out.
1:17:53
[SPEAKER_02]: So you can go do that.
1:17:54
[SPEAKER_02]: And the best way to connect with me is Brian Miller speaks anywhere online, LinkedIn's my jam, but I'm on Instagram begrudgingly.
1:18:03
[SPEAKER_02]: Yeah, good stuff.
1:18:04
[SPEAKER_02]: Hey, how many people are on right now?
1:18:10
[SPEAKER_02]: we started with three are we down to one uh... more people that we started with real talk you guys are watching uh...
1:18:19
[SPEAKER_00]: Congratulations.
1:18:20
[SPEAKER_00]: You're on the first live podcast recording you're seeing it in real time.
1:18:24
[SPEAKER_00]: Uh, is there a question you might have just a, he charges 60 grand to work with him.
1:18:30
[SPEAKER_00]: If you have, we could, we'll take the first or first, first two questions if somebody asks, if somebody's literally, you're working and you're listening, I also understand that, but I think I, I'm just trying to think I love bang bang.
1:18:44
[SPEAKER_00]: What's the question?
1:18:47
[SPEAKER_02]: Ha ha ha, how do you get three more hours?
1:18:50
[SPEAKER_02]: It's a great question.
1:18:52
[SPEAKER_02]: How do you get speaking?
1:18:53
[SPEAKER_00]: You see it.
1:18:53
[SPEAKER_00]: You know what?
1:18:54
[SPEAKER_00]: You know what I just did.
1:18:55
[SPEAKER_00]: Just simply put some meta psychology on this.
1:18:58
[SPEAKER_00]: Is I'm bullet proofing this video by including a question that I didn't think of that someone did as a result of hearing it.
1:19:07
[SPEAKER_00]: So this is this is
1:19:10
[SPEAKER_00]: pre-audience retention hacking without having to edit.
1:19:14
[SPEAKER_00]: It's great.
1:19:15
[SPEAKER_00]: How do you actually get bookings?
1:19:17
[SPEAKER_00]: How do you actually get book to speak?
1:19:19
[SPEAKER_02]: All right, so if we're taking somebody who is a total novice in terms of professional speaker, which isn't just like, when we work with folks, a lot of times, they've been an expert in their industry or CEO for 20 years, 25 years.
1:19:34
[SPEAKER_02]: So they're not a novice in their field,
1:19:36
[SPEAKER_02]: but they've never spoken professionally before.
1:19:38
[SPEAKER_02]: So novice speaker, it doesn't matter how famous you are, event planners have a very hard time booking people and paying them if they're not great, if they don't have proof points as a speaker.
1:19:51
[SPEAKER_02]: So if you're in that situation, the first thing they do is to
1:19:57
[SPEAKER_02]: build on the page, the kind of thing we've been talking about first.
1:20:01
[SPEAKER_02]: You will have more confidence reaching out to event planners and to conferences and organizers if you actually know what you're there to talk about.
1:20:09
[SPEAKER_02]: So sit down and think, first thing you have to do is is think about your topic, because if people think, oh, what am I going to talk about?
1:20:19
[SPEAKER_02]: Because I talk about human connection, right?
1:20:21
[SPEAKER_02]: But what aspect of it?
1:20:23
[SPEAKER_02]: There's like 75 different things I could talk about.
1:20:26
[SPEAKER_02]: introverts to versus extroverts, I could talk about social versus professional, I could talk about networking, I could talk about team engagement, I could, you know, there's so many things.
1:20:34
[SPEAKER_02]: So take your field that you know really well and then narrow into a very specific topic, one angle on that.
1:20:45
[SPEAKER_02]: And then go through the process of basically what we just talked about.
1:20:48
[SPEAKER_02]: So I go, okay, at least who is this for?
1:20:51
[SPEAKER_02]: Start with who is it for?
1:20:53
[SPEAKER_02]: Okay, so I'm trying to reach a certain type of person.
1:20:56
[SPEAKER_02]: So what you're doing now and we don't have the the the vibe board up right now, but if we did, I would draw a circle here and I would go audience, okay.
1:21:03
[SPEAKER_02]: So who is this for?
1:21:05
[SPEAKER_02]: Then add to the Venn diagram, draw another circle.
1:21:08
[SPEAKER_02]: So we have audience, then think about market.
1:21:11
[SPEAKER_02]: So where are the people that I'm designing this talk for?
1:21:16
[SPEAKER_02]: Where are they already gathering?
1:21:18
[SPEAKER_02]: It's to pain the ass to be the one that gathers people.
1:21:20
[SPEAKER_02]: Just where are they already gathering?
1:21:22
[SPEAKER_02]: Are there associations?
1:21:24
[SPEAKER_02]: Are there clubs?
1:21:25
[SPEAKER_02]: Are there digital communities?
1:21:27
[SPEAKER_02]: Are there types of industry events?
1:21:30
[SPEAKER_02]: Were those kind of people are already being put into seats?
1:21:33
[SPEAKER_02]: And then add one more circle to your venn diagram, audience, market, and then buyer.
1:21:41
[SPEAKER_02]: Who is the person inside of that market that signs the checks?
1:21:46
[SPEAKER_02]: Once you've done that, you then start searching online for that market.
1:21:52
[SPEAKER_02]: So, okay, I'm looking for a social, I'm trying to reach nurses, right?
1:21:57
[SPEAKER_02]: So it's okay, I'm looking for associations of nurses, the New York State Nurses Association, whatever, I'm finding these places.
1:22:03
[SPEAKER_02]: And then I'm looking on that website or across the internet for who is the person that brings people in.
1:22:10
[SPEAKER_02]: It's different.
1:22:11
[SPEAKER_02]: There's no like speaker booker.
1:22:13
[SPEAKER_02]: That's not a title.
1:22:15
[SPEAKER_02]: This is the problem with the speaking industry.
1:22:16
[SPEAKER_02]: That just doesn't exist.
1:22:18
[SPEAKER_02]: It's almost never the event planner.
1:22:20
[SPEAKER_02]: Event planners deal with the logistics of the event.
1:22:23
[SPEAKER_02]: It's almost always the president, the vice president, the CEO, the executive assistant, the CEO, the HR director, there's the CMO, there's somebody.
1:22:31
[SPEAKER_02]: You got to figure it out, okay?
1:22:33
[SPEAKER_02]: There's a lot of work, there's a lot of work.
1:22:35
[SPEAKER_02]: So you do all that and then you reach out to the buyer and here's the key.
1:22:41
[SPEAKER_02]: You make them a pitch basically.
1:22:44
[SPEAKER_02]: You're basically going, hey, I'm a speaker on this topic.
1:22:48
[SPEAKER_02]: for these kind of people and here's why it matters, give them a one or two sentence, right?
1:22:53
[SPEAKER_02]: Like what do you do?
1:22:53
[SPEAKER_02]: Who's a four-wise a matter?
1:22:55
[SPEAKER_02]: And then you ask them if they've booked all of their speakers for their next event.
1:23:02
[SPEAKER_02]: Have you already secured all your speakers for your next event?
1:23:05
[SPEAKER_02]: You're not actually selling them I'm bringing you in yet.
1:23:07
[SPEAKER_02]: They never heard of you.
1:23:08
[SPEAKER_02]: It's bold, right?
1:23:10
[SPEAKER_02]: And what you're doing is just getting a yes or no.
1:23:12
[SPEAKER_02]: No, we haven't booked all of our speakers.
1:23:14
[SPEAKER_02]: Why are you asking?
1:23:14
[SPEAKER_02]: Or do you have someone in mind or are you interested?
1:23:17
[SPEAKER_02]: Now you can actually follow up with that, but the key to this is if you're going to pitch the buyer, you need to pitch them on what matters to them, not what matters to the audience.
1:23:30
[SPEAKER_02]: The person who brings speakers in almost never wants the same thing, struggles with the same thing, fears the same thing, believes the same thing, psychographics, the person who brings speakers in almost never cares about the same stuff that the people in the seats do.
1:23:47
[SPEAKER_02]: my marketing to event planners and the buyers is about attracting retain top talent, eliminate costly turnover.
1:23:56
[SPEAKER_02]: When I get up on stage and talk about human connection to the actual team, I'll talk about any of that.
1:24:01
[SPEAKER_02]: Is the people in the seats, the people who work for this company, they don't give a crap about saving the CEO money on turnover.
1:24:07
[SPEAKER_02]: They care about feeling valued at work, right?
1:24:10
[SPEAKER_02]: Feeling understood, having great environments where we all get along and do great work together.
1:24:15
[SPEAKER_02]: So your message to the buyer has to be what matters to them, so that they put you in front of their audience, and then when you get on stage, you deliver a talk that matters to the audience, as you have to work on two levels.
1:24:27
[SPEAKER_02]: Dang, master.
1:24:28
[SPEAKER_02]: Which is why I said three hours.
1:24:29
[SPEAKER_02]: Yeah, that's a deal for that question.
1:24:31
[SPEAKER_00]: Another one, which one's about, literally give me the best one you think from a...
1:24:48
[SPEAKER_00]: If you really want people to really trust you and get close to you, what is the one rule that would always follow up?
1:24:58
[UNKNOWN]: You were always following them that way.
1:25:00
[SPEAKER_02]: If you want people to trust you, one rule.
1:25:17
[SPEAKER_02]: So, if you want people to trust you, they need to buy in to your message, people don't trust other people's ideas, they trust their own ideas.
1:25:29
[SPEAKER_02]: And what so many communicators do is they try to insert their ideas onto the audience.
1:25:35
[SPEAKER_02]: It's the marine biologist who tries to convince you that saving the whales is important.
1:25:40
[SPEAKER_02]: When you just, you're like, well, obviously I don't wish harm upon whales, but I don't care either like I'm not walking around like dealing with that.
1:25:47
[SPEAKER_02]: I'm like, well, I'm just, my kid needs braces and like, I got that all as other crap in my head, right?
1:25:53
[SPEAKER_02]: So the fastest way to earn trust with people is to respect who they are and start with where they're at.
1:26:02
[SPEAKER_02]: You know, like, a lot of communication feels like,
1:26:09
[SPEAKER_02]: The communicator is a pilot of a plane that takes off without the audience.
1:26:17
[SPEAKER_02]: Like, if you've ever missed a flight, right?
1:26:20
[SPEAKER_02]: You've missed a flight, I missed a flight, right?
1:26:21
[SPEAKER_02]: You're out of layover, the first flight was laid and the layover's too short and the second flight that you were supposed to be on takes off without you.
1:26:29
[SPEAKER_02]: If you've ever missed a flight, let me ask you.
1:26:33
[SPEAKER_02]: Did you ever chase the plane down the runway?
1:26:35
[SPEAKER_02]: No, of course not.
1:26:37
[SPEAKER_02]: When we miss a plane, when we miss a flight, we don't chase the plane down the runway, we first get annoyed that we missed a flight.
1:26:45
[SPEAKER_02]: Then we collect ourselves and we find a different plane.
1:26:50
[SPEAKER_02]: if you start talking at your level and the audience is at a different place than you are.
1:26:57
[SPEAKER_02]: If you're like, we've got to save the whales.
1:26:59
[SPEAKER_02]: And they're like, ah, I'm not there in my head.
1:27:03
[SPEAKER_02]: They will not go on the journey with you.
1:27:06
[SPEAKER_02]: You have taken off without them.
1:27:08
[SPEAKER_02]: They will get annoyed that you're not respecting who they are or talking at a different level.
1:27:12
[SPEAKER_02]: And then they will tune out.
1:27:14
[SPEAKER_02]: They will find a different plane.
1:27:16
[SPEAKER_02]: So you need to get people on board.
1:27:18
[SPEAKER_02]: and the fastest and easiest way to get people on board is to start with where they're at.
1:27:24
[SPEAKER_02]: And when you do that, people trust you.
1:27:27
[SPEAKER_00]: So good.
1:27:29
[SPEAKER_00]: All right, bro, I appreciate you.
1:27:30
[SPEAKER_00]: That was rich.
1:27:32
[SPEAKER_00]: That was a really great task.
1:27:34
[SPEAKER_00]: I'm pumped about it and grateful for you.
1:27:36
[SPEAKER_00]: And just, I don't need too many people that we connect on so many levels of this kind of crazy.
1:27:42
[SPEAKER_00]: Did you ever, like, follow Peter McKinnon's stuff?
1:27:46
[SPEAKER_00]: Oh, bad.
1:27:46
[SPEAKER_00]: I mean, I followed him for religiously for years.
1:27:50
[SPEAKER_00]: Yeah, I mean, the magic thing, the coffee thing, like it was just funny.
1:27:54
[SPEAKER_02]: There are so many people who are secret magicians.
1:27:58
[SPEAKER_02]: Like, it is amazing how many people are like, actually, I'm really into magic.
1:28:02
[SPEAKER_02]: I always do magic when I was a kid.
1:28:04
[SPEAKER_02]: There's just like weird thing.
1:28:05
[SPEAKER_02]: You can just, you go, I have a little bit of a magic radar.
1:28:09
[SPEAKER_02]: Sometimes we're like, I meet someone and after talking number three minutes, I just go by the chance, do you do magic?
1:28:15
[SPEAKER_02]: I do do magic, I'm like, I could just feel it with the money.
1:28:18
[SPEAKER_02]: That's great.
1:28:19
[SPEAKER_02]: That's so funny.
1:28:20
[SPEAKER_00]: But, appreciate you, bro.
1:28:21
[SPEAKER_00]: Thanks for coming through.
1:28:22
[SPEAKER_00]: Thanks for having me on, man.