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Transforming Expertise into Influence: A Mindset Shift With Bobbie Carlton · Expertise Made Real

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  What if the expertise you already have only turns into influence the moment you stop trying to prove it and start using it to solve someone else's problem?
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  PR veteran and innovation women founder Bobbi Carlton on why expertise falls flat the second it becomes about you.
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  The mindset shift that turns what I know into what can I do for this room and why?
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  The expert who serves the audience that beats the expert who impresses them Every time you're listening to expertise made real, I'm Kristen N.
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  Spencer, and this is where your experience finally gets called what it is.
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  Expertise.
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  Bobbi Carlton is the founder of Carlton PR and marketing innovation knights and innovation women, which shamelessly, I will say I am a member of, as she calls them, her day job, her night job, and her dream.
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  And she is an entertaining tell it like it is speaker who talks extensively and passionately about public speaking and how it can be the driving force behind career growth and business, business success, which are all the things we
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  love to talk about on this show.
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  Bobbi, thank you so much for joining us today.
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  How's it going?
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  Good.
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  Thanks for the invite.
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  I am so glad you're here.
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  I'm so glad, listeners.
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  You don't even know how much I'm geeking out right now.
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  If you're watching this on YouTube, then you can see on my face that I'm geeking out.
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  But Bobbi is someone I have admired for many years, and when I was like, I'm gonna launch a new show, she is literally the first person that I thought of to want to come on here.
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  And so, Bobbi, let's dive right in.
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  This show is all about making expertise real, taking the thing that you're already excellent at and turning it into something visible and teaching.
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  And today we're gonna be talking about public spe perspective, because you're one of those superheroes that does all the different things.
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  So let's start there.
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  What is your number one piece of advice for someone who comes to you on day one and says, I want to be a speaker and have that influence my business?
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  Get comfortable on stage.
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  Just say yes to the opportunities.
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  Like, just don't wait.
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  Just, like, dive right in.
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  Okay, so tell me more about that.
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  Right?
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  Like, what does that mean?
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  How does that start?
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  Like, you know, I'm a speaker and an author, but let's pretend that this was, like, our first meeting when I actually came to innovation women, I had no speaking experience, and I was like, I think this is something
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  that I want to do, and I got lots of good advice from you.
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  So Talk to past Kristen.
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  What would you tell her?
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  I find that a lot of people delay.
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  Like, they're looking for the perfect opportunity, they're looking for the perfect audience, and they keep holding themselves back.
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  When I say yes, say yes to public speaking.
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  I mean it.
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  Like, if somebody invites you, say yes, we will figure out the details later.
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  You can come to me and I will help you.
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  But.
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  But I do find that people, like, they backpedal, right.
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  They.
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  They worry too much about making it all perfect, and they're sitting on the sidelines six months later.
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  So just say yes, move forward, and we'll help you get all the details in order.
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  Okay, so what does that look like?
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  If I'm someone who's for the first time saying, I'm an expert, like all the listeners of the show, and I want people to know that I'm an expert and I'm going to use public speaking as a tool to
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  do that, how would I go about that?
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  Absolutely.
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  So the first thing is figuring out the right audience for you, the right rooms, and the right rooms are the ones that fit with your business model.
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  How do you want to get compensated for the time and attention that you're going to give to public speaking?
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  That's going to make a difference about the opportunities that you have, about the people that you want in the audience.
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  So if you figure out your business model, I.
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  E.
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  How you're going to get compensated for it, because only a tiny percentage of speakers actually get paid by the organizers, then you know who's you need to have in that audience for you.
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  First steps, then you can figure out what.
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  What that audience wants and needs.
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  Because speaking is an act of service.
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  It is an opportunity for you, yes, to stand up on stage.
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  But more importantly, what are you going to help that audience do?
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  What problems can you solve for them?
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  What challenges can you sweep away?
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  So you're saying then that I shouldn't come into an opportunity as, like, what can they do for me?
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  Is that going to work out if I do that?
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  It is not going to work out.
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  You need to know.
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  You need to, like, have that information in the background.
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  But if you step on stage and it's all me, me, me, instead of you, you, you, there's an issue.
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  The audience will know it.
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  If you come on stage, say, selling, pitching, talking about yourself, you bore people.
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  They are all interested in what you can do for them.
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  Yeah.
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  Which I talk about that in my new book, which is out today.
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  We're recording this on August 25th.
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  So it's out Today and soon.
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  It's proven scientifically that people's favorite topic to talk about is themselves.
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  Which is a problem when you're talking to speakers.
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  Right.
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  You know, they all want to talk about what they know about what they've done, but they need to instead focus on the audience.
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  So how do you kind of like push the reset button then?
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  Because we know brain, science wise, we like to talk about ourselves.
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  But when you're entering speaking and you said it's an act of service, which I love that framing for it, how do you kind of remind yourself, hey, like if you are up here just for the you show, then
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  no one's going to care.
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  I have a whole presentation I do with sheep and the you thing just kills every time you can picture it.
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  Yes, absolutely.
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  I think, you know, there's a constant reminder that happens inside Innovation Women inside our speaker friend Friday conversations where we tell people their most important thing to do as they're getting started is focusing on the problem that they
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  solve for others.
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  And if you come at speaking with what problem am I going to solve for other people?
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  And you focus on that, the, the you me stuff gets all sorted out.
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  That makes so much sense.
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  Yeah, thank you for sharing that.
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  So I'm also thinking about because you know, we're both, Bobbi and I are both marketers, so we, we're, you know, we wear different hats, let's say.
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  And so one of the things, the huge shifts that I'm seeing is like that being problem aware is not moving the needle the way it used to be.
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  And a lot of it has to do with the fact that buyers are purchasing based on like value based marketing.
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  That's what the new book is all about.
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  So how would you adjust then if you're like, okay, this is the problem I'm talking about, but how do I let the audience also know that I'm valuing the same things that they're valuing?
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  What, what would your advice be for that?
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  Yeah, and there's a whole like business development strategy that we have to go into speaking and spend speaking as a business driver.
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  Understanding.
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  Yeah.
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  If we are thinking about, you know, how we develop our businesses, we often have to have a multi stage process.
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  And that multi stage process includes things like what is the problem I am solving?
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  Do I have a framework that the audience can also apply?
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  If you've ever applied for a speaking opportunity, they're a call for speakers.
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  Often they will request takeaways or learnings.
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  It's so common to see these in the applications they Want to know what you are delivering to that audience and what that audience can take and run away with and implement later on.
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  You know, it's interesting.
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  Before the pandemic, what we saw is that often the keynote speakers could get away with no takeaways.
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  They didn't have to be action oriented.
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  And when the pandemic hit and we all went online for speaking, what we saw is event managers are like, I need to get people like sitting in front of a computer listening to my speakers.
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  My speakers need to deliver something actionable.
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  And that means that every time you speak, that audience needs a delivery of something valuable that they can then take away and use.
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  You don't have to give away all your secrets, but you need to deliver something that they can do to help move them along and solve part of their problem.
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  Yeah, absolutely.
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  I mean, that's why the whole, this whole podcast is about systems you can use, like things that you're doing.
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  Like what you just explained is how to think about speaking.
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  It was like a masterclass in nine minutes.
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  So thank you so much for that, Bobbi.
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  It was amazing to have you on.
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  I know that the audience is going to listen to this and think, how can I get ahold of her?
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  I want to talk to Bobby.
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  So what's a good way for them to do that?
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  Innovationwomen.com which I will just say yes,.
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  If you come over there, you're joining me, so.
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  And a lot of amazing women and a few good men, as Bobbi always says.
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  All right, well, thank you.
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  Thank you.
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  And now if you liked the episode, I'm going to make an ask because I wouldn't be a sales expert if I didn't.
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  Would you please leave a rating and review and hit subscribe.
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  In exchange, I'm going to give you my find your Wonderwork system.
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  It's five prompts, five minutes, and names the thing that you're already excellent at but don't know to call a skill.
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  This is basically a what do you do on autopilot?
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  Except I've created it as a tool.
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  So leave your review and then go claim your reward at bit ly expertisemr.
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  That's B, I, T, L, Y, forward slash expertisemr.
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  And I hope to hear you or my guest, I guess, in the next episode.
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  Thanks.