How to Speak Like the Top 1% (and Blow Up your Personal Brand)

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[SPEAKER_01]: If you ever watch someone else who doesn't know as much as you get an opportunity or get more attention than you, but you feel like you actually know more than that person, this is why.
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[SPEAKER_01]: In 2026, we are in a trust recession.
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[SPEAKER_01]: The winner isn't the smartest in the room, it's whoever gets people to trust them first.
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[SPEAKER_01]: Today I brought in a former magician with a TEDx talk at 3.5 million views who's trained hundreds of people across six continents on this exact topic.
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[SPEAKER_01]: And by the way, what he taught me helped me make millions of dollars last year.
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[SPEAKER_01]: So, Brian, thank you for being here today, bro.
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[SPEAKER_01]: This is awesome.
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[SPEAKER_01]: Just to connect, we had you at our forward event in July.
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[SPEAKER_01]: What, I mean, it's a killer event, man.
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[SPEAKER_01]: Yes.
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[SPEAKER_01]: And so, let's get into the problem right now.
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[SPEAKER_01]: Why are we in a trusted session?
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[SPEAKER_01]: And like, what is, why is trust that all time low right now?
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[SPEAKER_02]: I mean, trust is in an all-time low across so many different industries right now in education and of course in politics, but right now it's something like only I think only a third of Americans say that they deeply trust each other that like most people can be trusted.
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[SPEAKER_02]: It's just something that's been going on for decades that the pandemic really put the final
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[SPEAKER_01]: We don't trust anything anyone at all and so why are our like our clients like people you work with people I work with why are they losing to these other people who are like just I don't have a better way of saying it But are dumber than them, you know like it's like it's not necessarily the best person who wins anymore No, I mean, I see this all the time.
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[SPEAKER_02]: It's it's not the best ideas that win.
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[SPEAKER_02]: It's the clearest ideas that win
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[SPEAKER_02]: And so what happens with clarity is trust.
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[SPEAKER_02]: And so if you can get your message across clearly, people view that as confidence, and when people see confidence, they see trust, and then they will follow you down the journey.
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[SPEAKER_01]: Yeah, I think about this a lot, man.
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[SPEAKER_01]: I'm like, I have this thing written down.
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[SPEAKER_01]: It says when you confuse you lose.
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[SPEAKER_01]: Yeah, and anytime I've ever had confusion in what I'm teaching, or even what you're selling,
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[SPEAKER_01]: people don't stick around to figure it out.
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[SPEAKER_01]: They just move on.
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[SPEAKER_01]: Like you just literally get like scrolled past or they move on and I've been shocked at like how easy it is to confuse people.
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[SPEAKER_01]: You know, like not saying people are done, but I'm just saying like they have so much noise in their head.
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[SPEAKER_01]: I think of it like a snow globe.
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[SPEAKER_01]: There's just all this stuff coming down in your brain.
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[SPEAKER_03]: Yeah.
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[SPEAKER_01]: And how are you going to cut through that with clarity?
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[SPEAKER_02]: it's so fun to you say how easy it is to confuse people.
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[SPEAKER_02]: It's actually it's not because people are dumb that that we confuse people it's because of the curse of knowledge.
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[SPEAKER_02]: The curse of knowledge is this blanket term to describe that the more you know about something the harder it is to imagine what it's like to not know what you know.
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[SPEAKER_02]: That's the curse of knowledge.
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[SPEAKER_02]: And so what happens is, if you're an expert, and whenever I use the word expert, and I see people flinch and like that means you're an expert, because if you flinched it that, that means you really are an expert.
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[SPEAKER_02]: If you're an expert, you've got a level 10 knowledge, relative to normal people.
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[SPEAKER_02]: So forget the fact that there's people in the world who actually know more than you, right?
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[SPEAKER_02]: You're a level 10 knowledge.
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[SPEAKER_02]: And what most people do instinctively is they go, okay, I know I need to bring it down a little bit because they are not the same level as me.
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[SPEAKER_02]: So they go from a 10 to an eight.
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[SPEAKER_02]: And it's like, no, no, no, man, they're at a one compared to you.
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[SPEAKER_02]: They don't know anything.
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[SPEAKER_02]: You need to come down to a two because if you come down to a two and they're at a one, you double their understanding.
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[SPEAKER_02]: That's huge, but most of the time when we get an expert to bring their communication down to a level two from a 10.
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[SPEAKER_02]: they feel like what they're saying isn't even worth saying anymore because it feels so obvious and so basic that they feel like they're dumbing it down for not dumbing it down.
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[SPEAKER_02]: You're making it clear and when it's clear people can follow you.
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[SPEAKER_01]: And then is there something true for in the audience?
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[SPEAKER_01]: Let's just say somebody's a bit more intermediate or event.
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[SPEAKER_01]: They're not a beginner and they hear you say something that is at that level too and it's clear.
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[SPEAKER_01]: and it's confident, I don't think you're a fending that person, and I think you're actually making that person feel smarter.
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[SPEAKER_01]: I think you're making the, like, when you can make people feel smarter, I think they love you even more.
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[SPEAKER_02]: Yeah, because what happens is if you get somebody who's at a level 5 or 6 or somebody who's a little ahead of the other people in the room, when you say something at a level 2 and they're at a 5 or 6 and they're like, oh, I knew that and they feel smart because like I knew that already, right?
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[SPEAKER_02]: The only time to get yourself into trouble is if the people in the room are actually at a level 8 or 9 and then you end you basic and so you're going too basic, but that is simply an audience analysis, that's just the thing that we do with all of our clients before you speak.
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[SPEAKER_01]: Yeah, you would want to ask who's the room and all that.
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[SPEAKER_01]: And then we'll get into all the things today.
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[SPEAKER_01]: I just want to set the tone for why this is so important.
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[SPEAKER_01]: I truly believe in 2026, if you are not focused on this skill, you're going to get lost in the sauce.
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[SPEAKER_01]: Like, you're just going to get left behind because there's never been this amount of content published on a daily basis.
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[SPEAKER_01]: There's never been this many TED talks, as you said.
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[SPEAKER_01]: There's so much content being uploaded to the platforms.
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[SPEAKER_01]: people buying for attention and I feel like whether you're watching this and you're at a job and you want to level up and climb the corporate ladder and you want to be known and all the cool opportunities that come to you because of that or whether you just want to be able to speak better at the next meeting or whether you're someone like me who literally communication if I can't communicate my ideas to people clearly.
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[SPEAKER_01]: I'm lost like I will it will cost me my entire business, you know, so it's it's so important for all of us.
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[SPEAKER_02]: Yeah, it's it's it's the it's the whole game and I want to I mentioned one thing that I know that most of the folks in your audience are focused a lot on social media content right producing videos and things for the internet.
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[SPEAKER_02]: but because of the trust recession, what we are seeing across audiences and across attendees at events is there's this huge push back to live in person because it's the only thing you cannot fake, you know, hand fake a live in person experience and what happens is if you can get really good at doing this message clarity thing when you're doing edited content but then if you have to get up in front of a real room of people in real time and speak,
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[SPEAKER_02]: You don't get to be edited.
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[SPEAKER_02]: You don't get second chances.
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[SPEAKER_02]: And so you really do need to learn how to do this for the people that are in front of you at a dinner, at a meeting, when you stand up in front of a room.
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[SPEAKER_02]: And if you can do that, I mean, do you know how bad most, I say it's like, you know, low the bar is for for real professional communication.
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[SPEAKER_01]: People are phenomenally bad communicators if you're even just a little bit better Well, I know that I I can attest to that one thousand percent because I was horrible at this Yeah, and I had a speaking coach and I was so nervous and all these kind of things and nobody would listen when I would talk
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[SPEAKER_01]: It was almost like they were writing me off right away.
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[SPEAKER_01]: Just from the first few lines, totally.
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[SPEAKER_01]: And it sucks because you see people going their phones, you see people kind of tune out.
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[SPEAKER_01]: And even if they're paying attention, not really paying attention.
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[SPEAKER_01]: And then if you are trying to get people to do something, they're not doing it.
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[SPEAKER_01]: And you're like, is it me?
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[SPEAKER_01]: Is it the offers at the content?
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[SPEAKER_01]: What is the problem?
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[SPEAKER_01]: And it is you.
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[SPEAKER_01]: Unfortunately, you have to look in there and be like, dude, it's me.
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[SPEAKER_01]: It's my fault.
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[SPEAKER_02]: You know what?
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[SPEAKER_02]: So I'm going to push back on that just a little bit.
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[SPEAKER_02]: I don't think it's you.
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[SPEAKER_02]: I don't think it's the speaker, I think it's the speech.
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[SPEAKER_02]: And this is one of the very first things that we try to get people to do because if they go, it's me, it feels very personal, it feels like who I am is not good enough.
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[SPEAKER_02]: And it's very hard for people to overcome that.
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[SPEAKER_02]: That's such a meant character.
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[SPEAKER_02]: It's not
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[SPEAKER_02]: the speaker, it's the speech, and that's why we take people who are real nerdy scientists and academics and that folks who have no charisma, like with due respect to someone in my lovely client, they're not naturally charismatic people.
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[SPEAKER_02]: And for what it's worth, you've been very public about your journey.
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[SPEAKER_02]: You're not a naturally charismatic presenter.
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[SPEAKER_02]: You're not doing jump kicks up there on stage.
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[SPEAKER_02]: what you've learned to do and what we teach our people to do is to focus on the speech or focus on the message.
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[SPEAKER_02]: Get the message right and the speaking part will follow.
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[SPEAKER_02]: It'll be fine.
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[SPEAKER_02]: There are nerves.
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[SPEAKER_02]: People spend a lot of time in therapy or traditional speaker coaching trying to work on their nerves.
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[SPEAKER_02]: But most of the time what nerves come from is I actually am not confident
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[SPEAKER_01]: The confidence will follow.
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[SPEAKER_01]: Yeah, and I've even had, um, we're going to get into specific frameworks by the way, guys.
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[SPEAKER_01]: But I've had this situation come up where the slides don't work, you know, like the, the AV broke.
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[SPEAKER_01]: And because I knew the topic and what I'm talking about so well, I was able, able to quickly pivot.
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[SPEAKER_01]: And like a few years ago, bro, I would have, like, folded, like a cheap suit.
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[SPEAKER_01]: I would have been like, my mouth would have, that was the classic thing for me, because my mouth goes dead dry, like I can't even open it when I'm nervous.
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[SPEAKER_01]: And so I always have a glass of ice water on stage or, you know, because I don't want to have to like fumble with the opening of these.
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[SPEAKER_01]: Yeah, yeah, I opened it before we started.
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[SPEAKER_01]: Yeah, yeah, yeah.
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[SPEAKER_01]: We know all the tricks.
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[SPEAKER_01]: But like, yeah, I remember just it's a lack of preparedness.
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[SPEAKER_01]: It's a lack of confidence.
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[SPEAKER_01]: And I've also found that just because you know something doesn't mean you can teach it.
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[SPEAKER_01]: Right.
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[SPEAKER_01]: how you could package the ideas and the best speakers aren't always the ones who have all the best information, but they're the best at putting it all together.
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[SPEAKER_01]: And that gives a lot of, it gives a lot of confidence to me, who's someone who's like, I see these guys, I see like an Ed Milet, or I see like even Jesse Itzler, who's awarded like one of the best speakers at our events.
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[SPEAKER_01]: He put together like a master's, like a master speech, and it took us on this journey of highs and lows and he's yelling one one and then he's got people crying the next minute, I'm like, how could I ever compete with that?
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[SPEAKER_01]: But you don't have to, now you don't have to.
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[SPEAKER_02]: And that's the key is that a lot of people when they're working on becoming better speakers are looking at great keynote speakers who are half performers.
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[SPEAKER_02]: A keynote speech is half entertainment, half content.
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[SPEAKER_02]: That's not your normal talk.
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[SPEAKER_02]: But that's not what most people who need to speak need.
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[SPEAKER_02]: What most people who are experts in their area or in industry leader in their area, and they need to give talks to move people to action, they don't need to become charismatic performers of theatrical presenters.
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[SPEAKER_02]: They don't need to move the audience to tears.
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[SPEAKER_02]: They need to move them to action.
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[SPEAKER_02]: And you move people to action by putting the right ideas in the right order, respecting who the audience is and taking them on a journey from exactly where they are to where you want them to go.
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[SPEAKER_01]: Okay, quick break.
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[SPEAKER_01]: I hope you're enjoying today's podcast.
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[SPEAKER_01]: We've been putting a ton of effort into these episodes to bring you the most value this year and I hope that's coming through, but I do need your help on this.
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[SPEAKER_01]: This podcast grows through the word of mouth only pretty much, and so it would be a huge favor and it really helped me out if you would tag me on socials.
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[SPEAKER_01]: So take a screenshot of your screen right now if you're in the car or on the phone and post this on IG tag me at Neil Home and I will share it.
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[SPEAKER_01]: And also would love to connect with you on IG and get any feedback on what's helping you Maybe what you want us to talk about in a future episode So do that and I will see you in the DMs and for now we'll get back to the episode Okay, so this is going to work for you guys No matter if you're trying to talk in front of people like speaking speeches and giving presentations things but also
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[SPEAKER_01]: webinars also content.
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[SPEAKER_01]: Like when I got this skill, the confidence bleeds through everything you do.
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[SPEAKER_01]: And you even just walking in a room, you're like, you hold your head up a little higher because you know that at any point in time if they need a volunteer.
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[SPEAKER_01]: If I just need to throw someone in the mic, you're going to be able to pick that up and people will listen and the opportunities that come your way because the bar is so low.
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[SPEAKER_01]: are incredible.
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[SPEAKER_01]: It's the promotion, it's the partnership that you never thought was possible.
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[SPEAKER_01]: And so that's why I love this skill, but let's get into it.
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[SPEAKER_01]: Okay, so the, I just want to know really quick from you, there is so much content right now out here about improving communication, millions of views on this video, that video about just little tweaks you can make, but why do you believe for the common person that most of this advice fails them, because I see people watching this, but then they don't get any better.
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[SPEAKER_02]: Why is most communication advice fail?
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[SPEAKER_02]: Okay, so that's a great question.
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[SPEAKER_02]: So I think that one, most communication advice is about this incredible misnomer about, you hear this thing all the time, which is like 93% of communication is nonverbal.
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[SPEAKER_02]: Here's all the time, this has been cited for decades.
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[SPEAKER_02]: First of all, it is a misreading of the research and the guy who did the research has corrected it over and over and over again.
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[SPEAKER_01]: I hear that all the time.
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[SPEAKER_01]: It is.
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[SPEAKER_02]: First of all, you know it's not true.
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[SPEAKER_02]: It's patently ridiculous that in spoken word communication that 93% of it would not be about the words that you're saying.
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[SPEAKER_02]: nonsense.
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[SPEAKER_02]: Well, it could be like if you rolled in like a bum.
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[SPEAKER_02]: Yeah, if you would judge you, but that's not what that sounds like.
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[SPEAKER_02]: It's easier for you to damage the trustworthiness of your content by just having terrible non-verbals, but focusing on non-verbals, I think is one of the reasons that a lot of communication training fouls people because it focuses on either what to do with your hands or what to do with your voice.
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[SPEAKER_01]: Yeah, like one of the my friends who's a coach,
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[SPEAKER_02]: Yeah, so this what to do with your hands thing up at my pocket.
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[SPEAKER_01]: He's like, don't ever do that.
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[SPEAKER_02]: It doesn't matter.
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[SPEAKER_02]: It didn't matter.
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[SPEAKER_02]: I'm sorry.
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[SPEAKER_02]: I was sorry.
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[SPEAKER_02]: So this stuff like this.
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[SPEAKER_02]: Don't put your hand in your pocket.
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[SPEAKER_02]: I put my hand in my pocket.
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[SPEAKER_02]: Scott Galaway puts his hand in his pocket.
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[SPEAKER_02]: He just got an 8 million views on his new TED talk.
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[SPEAKER_02]: It doesn't matter.
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[SPEAKER_02]: Like that stuff is is is not like what to do with your hands.
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[SPEAKER_02]: What to do with your voice.
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[SPEAKER_02]: You should be focused on what to do with your ideas.
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[SPEAKER_02]: Yes.
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[SPEAKER_02]: What do you do with your message?
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[SPEAKER_02]: because most of your spoken word communication is about the words that you say.
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[SPEAKER_02]: And so what are the words you're saying?
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[SPEAKER_02]: And then the second reason that I think that a lot of communication of mice found, fouls people is it doesn't take into account the order of the ideas.
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[SPEAKER_02]: You can have all the right ideas if you present them in the wrong order you completely lose people either they don't buy in or they can't track how you moved from here to there or they've got an silent question that you haven't answered yet and so they're stuck and they can't go forward with you and so it's not just the right ideas like I say this like the right ideas in the wrong order or the wrong ideas.
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[SPEAKER_02]: You have to put the right ideas in the right order, and so I think those two things.
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[SPEAKER_01]: Okay, so we're going to get into the right order that everybody can use for their talks, and also why this gets people to trust you, psychology of all that stuff.
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[SPEAKER_01]: But before we do that really quick, I said something in the intro, and I just realized we just glossed over it.
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[SPEAKER_01]: So really quick, what did you learn as a magician?
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[SPEAKER_01]: That's led to this expertise, because that's the unique take, and that's why I wanted to have you on today.
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[SPEAKER_02]: Yeah, so I mean, I was a full-time magician for 10 years.
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[SPEAKER_02]: I built my way up from back here at Barbecue to traveling the world.
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[SPEAKER_02]: And one of the things I was a slight of hand magician, so I mostly did, even though I did stage shows, most of my work was close up.
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[SPEAKER_02]: I would be three, four hours at a corporate event, going group to group, table to table, competing with the DJ and all this other stuff.
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[SPEAKER_02]: So your job as a magician is to walk up to a group of people who are mid-conversation, they've got a drink, they like each other, they're already having a good time.
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[SPEAKER_02]: You have to interrupt them, and a few minutes later when you leave their group, they should be thanking you for interrupting them.
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[SPEAKER_02]: In other words, the job of magician is to instantly make a meaningful connection with strangers.
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[SPEAKER_02]: and get them to trust you even though they know that you're lying and deceiving them along the way.
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[SPEAKER_02]: So trust, connection, these are the skills of being a professional magician and that's why magicians are some of the best communicators on the planet because you have to be.
15:18.771 --> 15:21.676
[SPEAKER_02]: And for what it's worth, I knew so many magicians.
15:21.796 --> 15:25.662
[SPEAKER_02]: I was in a above average magician.
15:25.642 --> 15:26.763
[SPEAKER_02]: I was good enough.
15:27.304 --> 15:29.486
[SPEAKER_02]: I am by no means a world-class, we're in Vegas.
15:29.706 --> 15:34.612
[SPEAKER_02]: If the amount of world-class magician my buddy Matt Franco's at the link, the hell in it, just amazed.
15:34.652 --> 15:36.814
[SPEAKER_02]: Chris Angel, all these great names, you'll see your pen and teller.
15:37.115 --> 15:39.818
[SPEAKER_02]: I was a very good magician, but by no means world-class.
15:40.398 --> 15:49.088
[SPEAKER_02]: And yet, I was so much more successful than so many of the magicians I knew who were far superior, slight of hand artists than I was.
15:49.528 --> 15:55.615
[SPEAKER_02]: And it's because those guys were so focused on the tactics, the slight of hand,
15:55.595 --> 16:01.543
[SPEAKER_02]: that they forgot that most of the game is about the communication, and they were terrible communicators.
16:01.964 --> 16:07.571
[SPEAKER_02]: And those guys are still just doing magic tricks for each other at 2am after a magic convention at a holiday and express.
16:08.332 --> 16:23.593
[SPEAKER_02]: And then the magicians who realize of the game is communication, how can I get people to pay attention, how can I engage them, how can I tell a story that invites them into a world, and move them to action at the end, get them to talk about this when I leave.
16:23.573 --> 16:26.898
[SPEAKER_02]: Those are the people who are financially successful as magicians.
16:27.700 --> 16:37.435
[SPEAKER_01]: So what we're about to learn, essentially, or what we're getting into in this video right now, is like the difference between the holiday and express and the call of CMS.
16:37.455 --> 16:38.517
[SPEAKER_01]: These are the palace, right?
16:38.617 --> 16:39.819
[SPEAKER_01]: That's the difference here, guys.
16:39.899 --> 16:41.441
[SPEAKER_01]: Just the way to the holiday and express.
16:41.582 --> 16:42.082
[SPEAKER_01]: No problem.
16:42.103 --> 16:43.705
[SPEAKER_01]: Yeah, but this is the middle mug.
16:43.865 --> 16:46.189
[SPEAKER_01]: And I think that's when I talk about what this take.
16:46.169 --> 16:55.583
[SPEAKER_01]: I'm not trying to alarm anybody, but I am trying to alarm you a little bit because I do believe that if you don't invest in this skill, like you're just going to continue struggling.
16:55.603 --> 16:57.205
[SPEAKER_01]: I see it you're after you're I taught my own business.
16:57.225 --> 17:04.836
[SPEAKER_01]: I was stuck for over a decade in this middle month in the holiday and we'll just call I might start calling the middle month the holiday and express.
17:04.816 --> 17:07.801
[SPEAKER_01]: You know, because it's the perfect analogy and there's nothing wrong with that.
17:08.021 --> 17:12.850
[SPEAKER_01]: Like I was making good enough money to pay our bills I was fine, but I just knew I was meant to do something more.
17:13.330 --> 17:21.043
[SPEAKER_01]: Yeah, you didn't feel fulfilled I had this like nagging thing of like I'm not living out of my potential You know, why is this person getting this deal?
17:21.084 --> 17:23.588
[SPEAKER_01]: Why is this person getting that development or that opportunity?
17:23.608 --> 17:24.890
[SPEAKER_01]: And I'm not I'm actually better.
17:24.910 --> 17:25.912
[SPEAKER_01]: I know more than that person.
17:25.932 --> 17:30.840
[SPEAKER_02]: I was getting upset and here's here's just a real quickway for people to think about like you can
17:30.820 --> 17:46.821
[SPEAKER_02]: quickly figure out if this is actually the problem that you're having and it's not an obvious way to think about it is if you are not getting referrals on a consistent basis, if you're not consistently like tracking count on the amount of referrals that you're getting,
17:46.801 --> 17:52.369
[SPEAKER_02]: you have a messaging problem and people usually don't connect those two things like referrals with messaging.
17:52.409 --> 17:57.476
[SPEAKER_02]: They think it's about some sales thing or a marketing thing or I need to follow up more often with these people.
17:57.496 --> 17:59.238
[SPEAKER_02]: It's like, no, it's people.
17:59.799 --> 18:05.687
[SPEAKER_02]: Even after you've done a great job for them, they don't know how to talk about what you do when you're not in the room.
18:06.022 --> 18:07.384
[SPEAKER_02]: that is a messaging problem.
18:08.045 --> 18:10.149
[SPEAKER_02]: And the examiner, why would you explain it?
18:10.329 --> 18:11.391
[SPEAKER_02]: They know how to explain it, right?
18:11.511 --> 18:18.182
[SPEAKER_02]: And so this is where magicians would get stuck at the holiday and express level or like the glorified backyard barbecue.
18:18.202 --> 18:21.568
[SPEAKER_02]: Like they might be able to pull in 45k a year doing magic tricks.
18:22.009 --> 18:25.835
[SPEAKER_02]: And that's like just I mean that for 10 years ago that was barely enough today, it's really not.
18:25.855 --> 18:30.302
[SPEAKER_02]: But like they're pulling in 45 or 50k a year and like, you know, most magicians can't make any money.
18:30.322 --> 18:31.945
[SPEAKER_02]: So that's not bad.
18:31.925 --> 18:34.931
[SPEAKER_02]: But how are magicians going to 200k a year?
18:34.971 --> 18:35.973
[SPEAKER_02]: Do a magic tricks?
18:36.615 --> 18:39.200
[SPEAKER_02]: It's because the the magicians that were at 50k a year.
18:40.463 --> 18:41.585
[SPEAKER_02]: The show was good.
18:41.645 --> 18:49.141
[SPEAKER_02]: But there was nothing that people knew to talk about their show after the show was over.
18:49.181 --> 18:50.704
[SPEAKER_02]: So people they would say, how was the show?
18:50.844 --> 18:51.405
[SPEAKER_02]: And it was great.
18:51.866 --> 18:52.307
[SPEAKER_02]: What did it do?
18:52.347 --> 18:52.768
[SPEAKER_02]: It's like
18:53.660 --> 19:02.657
[SPEAKER_02]: There was nothing for them to specifically say to other people, and once you can, once I was able to create shows,
19:02.890 --> 19:09.041
[SPEAKER_02]: that after I was done, people knew exactly how to tell people about what the show was about and why it mattered to them.
19:09.642 --> 19:11.144
[SPEAKER_02]: That's where the referral team amount.
19:11.164 --> 19:21.863
[SPEAKER_01]: Okay, so this is explaining why people are getting way more referrals than others because in my industry, especially referrals are the biggest piece of people's business.
19:21.983 --> 19:22.283
[SPEAKER_01]: Totally.
19:22.323 --> 19:27.312
[SPEAKER_01]: Now some people are doing paid ads and cold campaigns, but we prefer referrals because it's the client that already
19:27.292 --> 19:29.716
[SPEAKER_01]: Trust you, they're much easier to work with.
19:29.797 --> 19:34.225
[SPEAKER_01]: I love working with warm frills and so do you like it's just the better When somebody don't have sex you guys now.
19:34.245 --> 19:37.030
[SPEAKER_02]: Yeah, there's no sales pitch when it's a referral someone comes in.
19:37.050 --> 19:49.452
[SPEAKER_02]: They're pre-sold because you get the trust that they're Are that you get automatic trust because their friend gave you the way so how does somebody in any industry get the other person to easily describe what they did
19:49.432 --> 20:02.122
[SPEAKER_02]: Yeah, so I mean, let's talk about the same framework that we talked about when I was at forward last year, which is some version of you need to figure out how to state what you do who it's foreign why it matters in one sentence.
20:02.623 --> 20:07.896
[SPEAKER_02]: If you cannot state what you do who it's foreign why it matters in one sentence, you are losing opportunities.
20:07.876 --> 20:20.978
[SPEAKER_02]: And this sentence, the framework I use, we call this a filter statement, because once you have this, it filters all of your own communication, and it also gives other people away to filter through how to think about you in which conversations.
20:21.559 --> 20:26.307
[SPEAKER_02]: So the filter framework is some version of four audience.
20:26.708 --> 20:32.995
[SPEAKER_02]: to achieve impact by action, for audience to achieve impact by action.
20:33.276 --> 20:35.338
[SPEAKER_02]: So we can break those down one by one if it'd like to.
20:35.458 --> 20:36.299
[SPEAKER_02]: Yeah, I go ahead.
20:36.319 --> 20:41.005
[SPEAKER_02]: All right, so audience, this sounds obvious, but it's like, who is this message intended for?
20:41.725 --> 20:43.708
[SPEAKER_02]: Now, a lot of people will get too vague here.
20:43.748 --> 20:44.489
[SPEAKER_02]: This is the problem.
20:44.549 --> 20:48.654
[SPEAKER_02]: Like, you see these positioning statements on LinkedIn, that's kind of what this feels like, but it's not.
20:48.794 --> 20:52.438
[SPEAKER_02]: Because if you go look at these positioning statements on LinkedIn, they're too vague, right?
20:52.878 --> 20:55.922
[SPEAKER_02]: It's, first of all, most people don't identify an audience at all.
20:55.902 --> 21:18.535
[SPEAKER_02]: it's the number one mistake because they're you know this people in branding to do the trying to reach everybody well who's your content for it's what could benefit anybody nonsense you know like pick somebody right and pick somebody specific so if i were to say like let's let's do an example like a real estate through okay so talking about real estate uh professional um who is
21:18.515 --> 21:25.584
[SPEAKER_01]: Maybe they want to serve everybody because they want to get all the deals, but I've already told them hey you got to pick your niche and I say like what do you mainly work with?
21:25.684 --> 21:28.047
[SPEAKER_01]: And then this guy, this is a perfect example, he just told me this.
21:28.507 --> 21:34.715
[SPEAKER_01]: He goes hey I want to help business owners, self-employed individuals by homes because their situations are a bit more complex.
21:35.015 --> 21:38.199
[SPEAKER_02]: Great, okay, so business owners, so already that's more specific, right?
21:38.299 --> 21:42.925
[SPEAKER_02]: I serve business owners, okay, can we make it even more specific by adding a modifier?
21:43.326 --> 21:45.248
[SPEAKER_02]: So modifier would be
21:45.228 --> 21:49.073
[SPEAKER_02]: like anxious or overwhelmed or passionate or mission-driven.
21:49.093 --> 21:50.355
[SPEAKER_02]: And it could be positive or negative.
21:50.375 --> 22:01.610
[SPEAKER_01]: Yes, you could describe the person or could he describe the paperwork situation, which is absolutely, they don't have, they don't report enough income of the taxes or they don't have all the paperwork in order.
22:01.990 --> 22:04.333
[SPEAKER_02]: They could, that's going to start getting very long in the sentence.
22:04.353 --> 22:05.695
[SPEAKER_02]: It's already got a couple of things.
22:05.815 --> 22:12.484
[SPEAKER_02]: If we could find a one word modifier, that would be, you know, it could be, you know,
22:12.464 --> 22:14.286
[SPEAKER_02]: overwhelmed but like like overwhelmed.
22:14.306 --> 22:15.006
[SPEAKER_02]: Yeah, that would be it.
22:15.026 --> 22:23.374
[SPEAKER_01]: So overwhelmed business owners now the key to the modifier is as I know that they are but I'm an entrepreneur You are one and any days it feels like Dude, I can't fit any more stuff on my plate.
22:23.594 --> 22:23.754
[SPEAKER_01]: Right.
22:23.854 --> 22:31.441
[SPEAKER_02]: Okay, so the key to the modifier is it's got to be something that that's somebody If they were in the room and you said out loud and every hundred people.
22:31.501 --> 22:35.625
[SPEAKER_02]: Hey, I'm looking for overwhelmed business owners Would they be willing to raise their hand in public?
22:35.945 --> 22:42.471
[SPEAKER_02]: So you can't use something that you know if you said You know, I don't know
22:42.451 --> 23:06.062
[SPEAKER_02]: self-conscious business owners, or something, something that would make people nervous to or or or You know, whiny business owners like something that nobody would like raise their handyman public Don't do that because this is a message people need to be able to spread and they won't spread it if that's a good Let me see if I was in a room of a hundred of these people and I said how many of you feel a certain way would like 90 of them raise their hand right
23:06.042 --> 23:07.985
[SPEAKER_01]: It's not because they're too embarrassed.
23:08.005 --> 23:10.810
[SPEAKER_02]: I don't say depressed because people aren't going to raise their hand, right?
23:10.910 --> 23:12.773
[SPEAKER_02]: But overall, it might be anxious.
23:12.833 --> 23:15.016
[SPEAKER_02]: It's probably fine overwhelmed as easy to go.
23:15.036 --> 23:16.879
[SPEAKER_02]: Yeah, I'm overwhelmed, right?
23:17.080 --> 23:17.360
[SPEAKER_02]: So yeah.
23:17.380 --> 23:21.587
[SPEAKER_02]: So we say, okay, for overwhelmed business owners, great.
23:21.567 --> 23:25.192
[SPEAKER_02]: to achieve impact or result or outcome.
23:25.252 --> 23:28.437
[SPEAKER_02]: I use the word impact as most of the folks in our space they're trying to make an impact.
23:28.477 --> 23:30.139
[SPEAKER_02]: It feels more empowering to say that.
23:30.160 --> 23:38.211
[SPEAKER_02]: So what's the, if they work with you, they do what you tell them and they get the ideal result or outcome or impact.
23:38.452 --> 23:38.912
[SPEAKER_02]: What is it?
23:38.972 --> 23:41.496
[SPEAKER_02]: So for this individual, it might be by home.
23:41.516 --> 23:41.616
[SPEAKER_02]: Okay.
23:41.636 --> 23:42.718
[SPEAKER_02]: So become homeowners.
23:42.958 --> 23:43.239
[SPEAKER_02]: Right.
23:43.259 --> 23:46.984
[SPEAKER_02]: So I help overwhelmed business owners become homeowners.
23:47.622 --> 23:47.903
[SPEAKER_02]: fine.
23:48.644 --> 23:52.734
[SPEAKER_02]: Of course, I don't love that business owners and home owners have both have the word owner.
23:52.754 --> 23:54.639
[SPEAKER_02]: And so maybe on a home.
23:55.100 --> 23:55.280
[SPEAKER_02]: Right.
23:55.380 --> 24:00.031
[SPEAKER_02]: So I help around overwhelmed business owners on a home or buy a home.
24:00.272 --> 24:00.853
[SPEAKER_02]: But on a home.
24:00.873 --> 24:01.014
[SPEAKER_02]: Right.
24:02.076 --> 24:04.602
[SPEAKER_02]: It could be, you know, uh, uh, uh, uh, uh, uh, uh, uh, uh, uh, uh, uh, uh, uh, uh,
24:04.582 --> 24:11.754
[SPEAKER_02]: What would you say start, you know, uh, find their first family home, like you get read and first home by their first home, right?
24:11.794 --> 24:20.127
[SPEAKER_02]: This now what we're doing right there is we're going, if this is brand level messaging, you got to come out and get a, you know, buy a home might be brand level messaging.
24:20.107 --> 24:29.078
[SPEAKER_02]: But if you work in one or two very specific niches, then you can get your message down to that level and just state that message in those.
24:29.379 --> 24:42.595
[SPEAKER_01]: And I think it's important, you know, for people to understand two things as we finish this little part up is number one is Don't be afraid to niche down the riches are in the niches, but honestly, if you are trying to attract everybody, you get nothing.
24:43.396 --> 24:46.300
[SPEAKER_01]: So by saying you help this group of people,
24:46.280 --> 24:51.729
[SPEAKER_01]: It becomes very specific for them, so that way they find that and what happens is you get more than just the niche.
24:52.029 --> 24:52.750
[SPEAKER_01]: So I'll give you an example.
24:52.790 --> 24:57.518
[SPEAKER_01]: There's a guy who specializes in just helping people with the homes that need to be rehabbed.
24:58.079 --> 24:58.299
[SPEAKER_01]: Cool.
24:58.700 --> 25:04.970
[SPEAKER_01]: So he talks about just rehabilitation and like he helps people get the financing the money, the plans to fix up a fixer upper.
25:05.150 --> 25:05.611
[SPEAKER_01]: Basically yes.
25:06.032 --> 25:11.140
[SPEAKER_01]: And so I don't want to buy a fixer upper, but I followed him and shave his stuff just in case.
25:11.120 --> 25:14.367
[SPEAKER_01]: I want to share it with people because I know what he stands for.
25:14.387 --> 25:17.754
[SPEAKER_01]: If he was just the general real estate guy, I would have been scroll past.
25:18.054 --> 25:18.435
[SPEAKER_02]: Exactly.
25:18.575 --> 25:19.437
[SPEAKER_02]: And here's what happened.
25:19.457 --> 25:21.161
[SPEAKER_02]: Here's a great litmus test for that too.
25:21.521 --> 25:26.732
[SPEAKER_02]: You know that you've got your message as clear as it can be when people come to you and they say, hey,
25:26.712 --> 25:38.749
[SPEAKER_02]: I don't know if you actually do this, but I wanted to ask and find out that people go, I don't seem like you work with the type of stuff that I do, but just out of curiosity, I'm okay.
25:38.769 --> 25:44.498
[SPEAKER_02]: That's when they know that you are so specific about what you do, that you must be an expert.
25:44.838 --> 25:46.380
[SPEAKER_02]: And then they go, well, can you do this thing?
25:46.581 --> 25:48.023
[SPEAKER_02]: I go, yeah, we can totally do that.
25:48.123 --> 25:49.245
[SPEAKER_01]: You get more than just the need.
25:49.265 --> 25:49.825
[SPEAKER_01]: Totally.
25:49.865 --> 25:55.133
[SPEAKER_01]: By the way, this works, regardless, I'm using real estate as an example, but you guys can apply this to whatever your industry is.
25:55.113 --> 25:58.920
[SPEAKER_01]: no matter what you do, because it's the same concept, you know, these are success.
25:58.940 --> 25:59.721
[SPEAKER_01]: That's why we're in frameworks.
25:59.841 --> 26:03.388
[SPEAKER_01]: Yeah, success leaves clues and these are frameworks that will apply to any entrepreneur.
26:03.428 --> 26:06.173
[SPEAKER_01]: So, okay, so how would we wrap up that statement?
26:06.193 --> 26:07.355
[SPEAKER_01]: So, the people who went to buy a home.
26:07.775 --> 26:10.480
[SPEAKER_02]: Right, so, so let's go the the niche route because it's really specific.
26:10.520 --> 26:14.387
[SPEAKER_02]: So, uh, I, so I think something like I help.
26:14.873 --> 26:19.501
[SPEAKER_02]: overwhelmed business owners by their first home, right?
26:19.561 --> 26:20.703
[SPEAKER_02]: Purchase their first home.
26:20.723 --> 26:22.385
[SPEAKER_02]: Could this be like the unique way they do it?
26:22.666 --> 26:25.150
[SPEAKER_02]: And then it's by action.
26:25.290 --> 26:27.594
[SPEAKER_02]: So now it's what do you actually do?
26:27.774 --> 26:31.100
[SPEAKER_02]: And this is where if you have a differentiator, this is the place to get it in.
26:31.300 --> 26:34.445
[SPEAKER_02]: Anything that makes you a little bit different is you get it in.
26:34.926 --> 26:39.914
[SPEAKER_02]: It's actually, you're not going to go like, I helped them by their first home by taking them to lots of open houses, right?
26:39.994 --> 26:41.657
[SPEAKER_02]: Because it's like, that's like, yeah, okay.
26:41.637 --> 26:44.122
[SPEAKER_01]: So it'd be like your proven system, your framework.
26:44.142 --> 26:49.312
[SPEAKER_01]: If you have a, and this is called the unique mechanism, and somebody might, oh, there might be like, well, what I do is not that unique.
26:49.853 --> 26:51.095
[SPEAKER_01]: I don't know if I can do this.
26:51.115 --> 26:53.340
[SPEAKER_01]: And so, what would we say to that person?
26:53.861 --> 27:02.818
[SPEAKER_01]: And then also, I have this hack, and I'd love to hear your opinion on this, is like, why don't you type into AI, whichever you prefer to LM is?
27:02.798 --> 27:18.237
[SPEAKER_01]: We were just working with Claude so you could use that, but I would type in, hey, I have this kind of process I take people through that gets in this result, here's what I do, and just give it all the context, like over the context and say, help me come up with a name for this system or something.
27:18.417 --> 27:18.537
[SPEAKER_01]: Yeah.
27:18.577 --> 27:22.882
[SPEAKER_01]: What happens is I think when it's named, people give it more credibility, they give it more importance.
27:23.163 --> 27:23.323
[SPEAKER_02]: Right.
27:23.363 --> 27:32.434
[SPEAKER_02]: So we've got a client who works in the space of helping high achievers, kind of balance, stress and success, and this is a well-worn market.
27:32.414 --> 27:38.466
[SPEAKER_02]: But she, part of her differentiator, she's got a master's and organizational psychology from Harvard.
27:38.546 --> 27:40.069
[SPEAKER_02]: She's got real data behind this.
27:40.690 --> 27:44.337
[SPEAKER_02]: She's got her data driven, which is unusual in that space, where it's a very fluffy space.
27:45.039 --> 27:48.425
[SPEAKER_02]: But what she, we ended up doing is helping her coin a term.
27:48.445 --> 27:51.992
[SPEAKER_02]: That's now a trademark to term, which is even achieving with a high fin.
27:51.972 --> 27:54.775
[SPEAKER_02]: So it's not high-achieving, it's not low-achieving, it's even achieving.
27:54.815 --> 28:00.542
[SPEAKER_02]: And so her action part of her filter statement is by learning the art of even achieving.
28:00.942 --> 28:04.546
[SPEAKER_02]: Now, if you don't have that, so yes, you can go to chat you'd be here to do this stuff.
28:04.566 --> 28:06.748
[SPEAKER_02]: Sometimes you're putting the car before the horse though here.
28:06.808 --> 28:15.398
[SPEAKER_02]: So let's take a step back and go, if you don't have a special unique acronym and sometimes I can actually confuse people right off the bat because I never heard of that before.
28:15.378 --> 28:26.354
[SPEAKER_02]: you're looking for some version of a not this instead that any kind of what we would call a paradigm shift, which counterintuitive, maybe?
28:26.374 --> 28:35.867
[SPEAKER_02]: Yeah, if it's a little counterintuitive, it's a little contrarian or simply stop doing this, start doing that, focus less on this and more on that, right?
28:35.927 --> 28:44.760
[SPEAKER_02]: Like I could say something like by focusing less on your hand gestures and more on the words you
28:44.740 --> 28:47.585
[SPEAKER_01]: is he qualifies them not using their tax returns.
28:48.507 --> 28:48.767
[SPEAKER_01]: Perfect.
28:48.987 --> 28:49.128
[SPEAKER_02]: Okay.
28:49.148 --> 28:50.390
[SPEAKER_01]: He's their cash flows.
28:50.510 --> 28:53.014
[SPEAKER_02]: Let's do it all out loud and usually I'm writing as I'm doing it.
28:53.035 --> 28:54.036
[SPEAKER_02]: So I'm doing it in my head right now.
28:54.116 --> 28:55.058
[SPEAKER_02]: Keeping it all attract, right?
28:55.359 --> 29:01.630
[SPEAKER_02]: So I help overwhelm business owners purchase.
29:01.650 --> 29:06.718
[SPEAKER_02]: I'm going to go purchase their first home by focusing less on their tax returns.
29:07.560 --> 29:09.904
[SPEAKER_02]: Is that we send more on their cash flow and more on their cash flow?
29:11.032 --> 29:31.318
[SPEAKER_02]: Now, take that sentence, put it in the header of your website, put it on the back of your business card, put it in your Instagram bio and people miss this one, put it in your email signature, put this one sentence your email signature, anybody who ever gets an email from you for any reason or forwards your email to anybody else.
29:31.298 --> 29:37.147
[SPEAKER_02]: always sees this filter statement, this perfect one-line description of what you do who is far and why it matters.
29:37.607 --> 29:53.311
[SPEAKER_02]: This is, this will, this will, like, 10x people's reach, just because the people they're already in communication with now always know how to talk about you and you can say it too, like you can verbally say, like, who introduced yourself, right?
29:53.471 --> 29:53.712
[SPEAKER_01]: 100%.
29:53.732 --> 29:54.593
[SPEAKER_01]: What do you do for living?
29:54.953 --> 29:55.755
[SPEAKER_01]: What's your elevator pitch?
29:55.815 --> 29:57.998
[SPEAKER_01]: And how many times you're like, well, I'm in real estate.
29:57.978 --> 29:59.100
[SPEAKER_01]: Yeah, I'm in a realist.
29:59.120 --> 30:01.944
[SPEAKER_01]: Yeah, I'm in a countenne, John, who cares?
30:02.144 --> 30:03.126
[SPEAKER_01]: I don't care that you're in a countenne.
30:03.146 --> 30:04.127
[SPEAKER_01]: So help me here in a countenne.
30:04.167 --> 30:06.130
[SPEAKER_01]: So help me while we're on this topic.
30:06.170 --> 30:07.292
[SPEAKER_01]: I think this would be a cool use case.
30:07.712 --> 30:09.735
[SPEAKER_01]: I've had a couple of times running through this.
30:09.755 --> 30:11.478
[SPEAKER_01]: Help me do this for what we do with forward.
30:11.859 --> 30:12.219
[SPEAKER_01]: Yeah.
30:12.239 --> 30:12.479
[SPEAKER_01]: Okay.
30:12.499 --> 30:14.923
[SPEAKER_01]: So what we do with forward is I help.
30:14.903 --> 30:18.448
[SPEAKER_01]: these people and I'll just tell you all the context and then you tell me what you think.
30:18.468 --> 30:26.140
[SPEAKER_01]: I help people in my industry, real estate mortgage and connected industries like, you know, anybody in the client service business essentially.
30:26.160 --> 30:29.104
[SPEAKER_01]: But I help people with personal branding.
30:29.285 --> 30:31.268
[SPEAKER_01]: I help the people, it's specific people.
30:31.288 --> 30:33.571
[SPEAKER_01]: I help our people who don't fit in the box.
30:33.691 --> 30:34.853
[SPEAKER_01]: Like they feel like
30:34.833 --> 30:40.362
[SPEAKER_01]: less corporate more connected like just that type of person I've noticed is the people we attract and I kind of did this by accident.
30:40.702 --> 30:45.570
[SPEAKER_01]: I've been doing industry outsiders Yeah industry outsiders up industry misfits is what I call them, but I love it.
30:45.810 --> 30:46.731
[SPEAKER_01]: Yeah, that's perfect.
30:46.812 --> 30:50.557
[SPEAKER_01]: I help industry misfits perfect Yeah, so they don't people can self-select.
30:50.698 --> 30:55.525
[SPEAKER_01]: Yeah, they don't fit in the box and and I help them dominate
30:55.505 --> 30:59.352
[SPEAKER_01]: through personal brand, uh, do building a powerful personal brand.
30:59.552 --> 30:59.753
[SPEAKER_02]: Great.
30:59.873 --> 31:00.013
[SPEAKER_02]: Okay.
31:00.214 --> 31:03.219
[SPEAKER_02]: So I think, so dominate is great.
31:03.820 --> 31:11.594
[SPEAKER_02]: Uh, I think it's a great feeling kind of a word that works when you're already in a conversation with someone, but we got to remember, and this, this happens all the time.
31:11.975 --> 31:19.048
[SPEAKER_02]: Words like that, you have to remember, if somebody heard this without you in the room with no context, would that worry land with them without you, the person?
31:19.028 --> 31:22.734
[SPEAKER_02]: So a lot of times, you want to actually make your filter statement less sexy.
31:22.754 --> 31:25.799
[SPEAKER_02]: We think we think a lot as copywriters in this space.
31:25.979 --> 31:26.700
[SPEAKER_00]: Yeah, because I'm a copywriter.
31:26.740 --> 31:29.164
[SPEAKER_02]: Marketers, this is not marketing.
31:29.264 --> 31:31.147
[SPEAKER_02]: It's just clear communication.
31:31.528 --> 31:36.595
[SPEAKER_02]: And so you actually want it to be a little boring, because with somebody else, be willing to say the word.
31:36.636 --> 31:40.482
[SPEAKER_02]: Yeah, Neil Hilbs helps industry misfits dominate.
31:40.562 --> 31:43.887
[SPEAKER_02]: Like, imagine like you're on trying to tell somebody that, whatever.
31:43.907 --> 31:44.267
[SPEAKER_02]: Yeah.
31:44.287 --> 31:45.610
[SPEAKER_02]: So you could have a wrong connotation.
31:45.670 --> 31:45.930
[SPEAKER_02]: Right.
31:45.910 --> 31:48.934
[SPEAKER_02]: So if they wouldn't use that word, then they wouldn't know what to replace it with.
31:48.954 --> 31:51.276
[SPEAKER_02]: So it's like, let's just, let's just, let's optimize for clarity.
31:51.877 --> 31:52.037
[SPEAKER_02]: Yeah.
31:52.298 --> 31:57.824
[SPEAKER_02]: So if I like industry misfits, I don't think that's, that's something that somebody else couldn't, and that's a real differentiator.
31:58.105 --> 31:59.626
[SPEAKER_02]: So I hope industry misfits.
31:59.646 --> 32:00.808
[SPEAKER_02]: So dominate.
32:00.848 --> 32:02.189
[SPEAKER_02]: What do you mean by dominate?
32:02.250 --> 32:04.672
[SPEAKER_02]: What's the tangible outcome for people?
32:04.712 --> 32:05.614
[SPEAKER_02]: What do they actually want?
32:05.674 --> 32:06.855
[SPEAKER_02]: Make more money.
32:06.835 --> 32:14.225
[SPEAKER_02]: So like it feels boring to say that because that's in so many people's positioning statements, but if that's actually what people want, just say that.
32:14.606 --> 32:15.607
[SPEAKER_01]: Yeah, that's how it feels.
32:15.707 --> 32:25.420
[SPEAKER_01]: And honestly, it's make more money and have more fun because you're not having to do as much sales because your brand speaks for you, your name does the selling for you, your marketing does the selling for you.
32:25.621 --> 32:25.841
[SPEAKER_02]: Great.
32:26.061 --> 32:31.068
[SPEAKER_02]: So I help industry miss fits make more money and have more fun by doing what?
32:31.649 --> 32:36.015
[SPEAKER_02]: Powerful personal brand, but I feel like people don't even know what a powerful personal brand is.
32:35.995 --> 32:40.081
[SPEAKER_02]: Talk to an eight-year-old, or a 10-year-old, how would you explain what a powerful personal brand is?
32:40.321 --> 32:41.943
[SPEAKER_01]: It's content that gets results.
32:42.104 --> 32:43.806
[SPEAKER_01]: It's what people say about you, and you're not in the room.
32:43.846 --> 32:45.428
[SPEAKER_01]: It's your digital reputation.
32:45.949 --> 32:46.590
[SPEAKER_01]: Okay.
32:46.610 --> 33:02.492
[SPEAKER_02]: So maybe something like by developing a strong digital reputation, by developing a strong digital presence, by developing, like what are the words that someone who doesn't know what personal brand means would still get it by, you know,
33:02.472 --> 33:03.873
[SPEAKER_02]: make it even more simple.
33:04.434 --> 33:09.219
[SPEAKER_02]: What does it mean to have a talk to me about what it means to have a strong digital presence?
33:09.239 --> 33:13.924
[SPEAKER_01]: It means like, I can come to your Instagram and that is the most powerful business card I've ever seen.
33:14.184 --> 33:16.586
[SPEAKER_01]: Meaning like, I know what you do, how you can help people.
33:16.686 --> 33:26.536
[SPEAKER_01]: I could watch 30, I could watch a few of your 30, 45 second videos and my trust level with you goes from zero to 40 on a scale one to 10 and then maybe to 50.
33:26.776 --> 33:30.961
[SPEAKER_01]: By the time I speak to you, I could be at an 80% trust level and I haven't even talked to you yet.
33:30.981 --> 33:31.281
[SPEAKER_02]: Right.
33:31.261 --> 33:35.187
[SPEAKER_02]: by being consistently trustworthy everywhere on the internet.
33:35.648 --> 33:36.689
[SPEAKER_02]: Yeah, right?
33:36.790 --> 33:39.554
[SPEAKER_02]: Something like that, because I know what that means.
33:39.634 --> 33:40.636
[SPEAKER_02]: I know what consistent means.
33:40.656 --> 33:41.397
[SPEAKER_02]: It means all the time.
33:41.677 --> 33:42.158
[SPEAKER_02]: It's the same.
33:42.479 --> 33:44.402
[SPEAKER_02]: I know what trustworthy means or something like that.
33:44.902 --> 33:48.207
[SPEAKER_02]: By being consistently clear about what you do everywhere on the internet.
33:48.428 --> 33:56.080
[SPEAKER_02]: These are normal words, like use normal words that I don't have to guess at their meaning when you're doing this level of communication.
33:56.200 --> 33:59.445
[SPEAKER_02]: Look, you get increasingly, you can get more
33:59.425 --> 34:01.587
[SPEAKER_02]: fun and sexy with your language.
34:01.848 --> 34:05.111
[SPEAKER_02]: Once people are in your world, like we, we love the tour of the night.
34:05.131 --> 34:06.012
[SPEAKER_02]: It's all that kind of stuff.
34:06.072 --> 34:09.896
[SPEAKER_02]: Yeah, we use a tour of like, you know, like, hey, let's go make a dent in the universe.
34:09.916 --> 34:13.460
[SPEAKER_02]: But like, that can't, I can't tell people, I help people make a dent in the universe, yeah.
34:13.480 --> 34:15.062
[SPEAKER_01]: Because it's, it's too vague.
34:15.082 --> 34:15.763
[SPEAKER_01]: It's too vague.
34:16.143 --> 34:16.784
[SPEAKER_01]: Yeah, yeah, it makes sense.
34:16.824 --> 34:18.706
[SPEAKER_01]: And I know, you know, it's funny you say this.
34:18.866 --> 34:26.935
[SPEAKER_01]: Brian is because I remember testing headlines on our website last year, and the one that performed the best, and maybe,
34:26.915 --> 34:29.779
[SPEAKER_01]: I should have told you the line and you could have picked which one and see if you got it right.
34:30.159 --> 34:35.065
[SPEAKER_01]: But the one that did best was the event your competition hopes you miss.
34:35.466 --> 34:39.130
[SPEAKER_01]: Yeah, yeah, normal words normal words like know what they all mean.
34:39.450 --> 34:40.312
[SPEAKER_01]: Yeah, super simple.
34:40.772 --> 34:41.113
[SPEAKER_01]: Okay, cool.
34:41.133 --> 34:44.917
[SPEAKER_01]: So I like this and then in terms of, we'll real quick form move on.
34:45.037 --> 34:48.822
[SPEAKER_01]: What is your one-liner?
34:48.802 --> 35:11.974
[SPEAKER_02]: your elevator pitch for your business for okay so for which business so for you want to do it for me as a human connection speaker because like my have my own personal brand where I speak on you go you go we'll do your personal brand and then also for the business where you help people with their TED Talks all that all right so for the personal brand and for I'm a human connection speaker so I if somebody says what do you do first I don't actually immediately go into this sentence somebody says what do you do
35:11.954 --> 35:14.177
[SPEAKER_02]: This is something that we taught at Ford when I was there last year.
35:14.578 --> 35:16.681
[SPEAKER_02]: The first thing I do was I qualify the problem.
35:16.781 --> 35:18.925
[SPEAKER_02]: I immediately state the problem that I solve.
35:19.325 --> 35:22.089
[SPEAKER_02]: And that's because the problem is the thing that people identify with first.
35:22.490 --> 35:29.881
[SPEAKER_02]: So if you actually said in a real conversation what do you do, I wouldn't say I help mission-driven organizations because that's just a little awkward.
35:30.502 --> 35:37.152
[SPEAKER_02]: The first thing I would say is you know how these days it kind of feels like everyone's talking in nobody's listening like we're all shouting past each other all day every day.
35:37.233 --> 35:45.111
[SPEAKER_02]: So that's me going so you know how and then I state the problem that my work I'm about to talk about serves to solve.
35:45.652 --> 35:48.499
[SPEAKER_02]: So once I do that people like, it does feel like that.
35:48.539 --> 35:49.722
[SPEAKER_02]: Everything feels divisive.
35:49.762 --> 35:52.247
[SPEAKER_02]: Sometimes people will just immediately start talking to you when you do that.
35:52.267 --> 35:55.174
[SPEAKER_02]: You don't even have to give me your one line or the problems enough.
35:55.154 --> 36:02.033
[SPEAKER_02]: But so you know, it feels like everyone's talking, you know, nobody's listening and they go, yeah, and go, so I'm a human connection specialist.
36:02.374 --> 36:03.838
[SPEAKER_02]: So then I state my title.
36:04.059 --> 36:07.087
[SPEAKER_02]: Right, you know, you never give your title up front because there's no context.
36:07.108 --> 36:07.689
[SPEAKER_02]: I'm a real editor.
36:07.890 --> 36:08.832
[SPEAKER_02]: I'm a real estate professional.
36:09.153 --> 36:09.474
[SPEAKER_02]: I don't care.
36:10.036 --> 36:10.276
[SPEAKER_02]: Yeah.
36:10.437 --> 36:10.497
[SPEAKER_02]: But
36:10.477 --> 36:18.148
[SPEAKER_02]: If you state the problem first, and after that, then I can say I'm a human connection specialist, I help now I go into my one letter.
36:18.588 --> 36:28.502
[SPEAKER_02]: I help mission-driven organizations build connected cultures by teaching people to take on perspectives that are different from their own.
36:28.482 --> 36:29.543
[SPEAKER_02]: were some version of.
36:29.663 --> 36:31.325
[SPEAKER_02]: But after you've done the framing.
36:31.405 --> 36:32.826
[SPEAKER_02]: But after I've done the framing.
36:33.026 --> 36:35.569
[SPEAKER_01]: Now, because otherwise that line just comes out of nowhere.
36:35.629 --> 36:35.789
[SPEAKER_02]: Right.
36:36.350 --> 36:39.633
[SPEAKER_02]: Now, if it's on my website, it can just state that.
36:39.653 --> 36:47.680
[SPEAKER_02]: In my email saying that you're going to say Brian works with mission-driven organizations to build connected cultures where everyone feels understood.
36:48.041 --> 36:48.141
[SPEAKER_02]: Yeah.
36:48.161 --> 36:51.244
[SPEAKER_02]: There's something like that or when everyone feels valued for their contributions.
36:51.564 --> 36:54.507
[SPEAKER_02]: I, you know, I have different outcomes depending on what I'm what I'm doing.
36:54.587 --> 36:55.688
[SPEAKER_02]: But I'll
36:55.668 --> 37:05.094
[SPEAKER_01]: Okay, and then as far as like how about for your TED talk, like if I wanted to consult with you on getting, I know I'll give you guys an example a couple people in my community have reached out to you.
37:05.836 --> 37:10.690
[SPEAKER_01]: I believe Brittany and Brian and they they raved about the help.
37:10.670 --> 37:12.193
[SPEAKER_01]: Yeah, I was just with Brian.
37:12.234 --> 37:15.200
[SPEAKER_01]: He flew all the way to Virginia Beach to two weeks ago.
37:15.220 --> 37:15.782
[SPEAKER_01]: We had a blast.
37:15.802 --> 37:25.765
[SPEAKER_01]: So this is awesome And I know you normally do that so I appreciate you like taking on people on a one-to-one basis more Yeah, you have done in the past but When they are like hey, how can you help me?
37:25.825 --> 37:26.647
[SPEAKER_01]: What do you do for me?
37:26.887 --> 37:28.611
[SPEAKER_01]: Like how do you explain that to somebody?
37:28.979 --> 37:54.143
[SPEAKER_02]: yeah so it's funny as a service provider right so of course we're in the business of message design so when i have to do my own messaging about message design it's actually the hardest messaging you have to do is like i've never had more trouble than when i have to like once a year i rebuild the messaging on my own website about message design you're just like such a meta conversation i'm having but it's usually some version of this uh if somebody asked me in real time uh you know what you do i would say well you know how
37:54.663 --> 38:03.705
[SPEAKER_02]: Really smart people often struggle to explain what they do to outsiders, to people who don't know their industry, and they go, yeah, that happens all the time, that happens to me.
38:03.725 --> 38:05.629
[SPEAKER_02]: I always struggle to explain, right?
38:05.970 --> 38:07.955
[SPEAKER_02]: So I'm a message designed consultant.
38:08.597 --> 38:12.486
[SPEAKER_02]: I teach smart people how to explain their ideas to the rest of us.
38:12.466 --> 38:16.311
[SPEAKER_02]: so that they can make a contribution to the world.
38:16.331 --> 38:27.807
[SPEAKER_01]: Bro, I feel like if you guys didn't catch this part, it's like this alone is worth the entire episode and maybe your whole year of just saying, you know how and just define the problem first.
38:27.827 --> 38:32.173
[SPEAKER_01]: I don't go straight into your jargain, your secret sauce because they don't care, they don't care.
38:32.213 --> 38:39.823
[SPEAKER_01]: And even on the dumb example, like even my super, super simple, not dumb, but super simple example of like the guy who helps people business owners.
38:39.803 --> 38:43.450
[SPEAKER_01]: People may not know that it's hard to get a home loan or a buy house.
38:43.510 --> 38:47.677
[SPEAKER_01]: It's a business owner, but they do know a lot of people know that it's a pain in the butt to buy a house.
38:48.038 --> 38:49.400
[SPEAKER_02]: Yeah, paperwork is the first time.
38:49.541 --> 38:56.674
[SPEAKER_01]: Yeah, so do you know how people You know how a lot of people complain about like all the paperwork and all the hassle of getting a home loan and buy a house?
38:57.054 --> 38:57.475
[SPEAKER_03]: Yeah
38:57.455 --> 39:07.613
[SPEAKER_01]: You're going to be like, yeah, anybody who's known it or they know someone who's done it, they, like, there's a literally a public survey out there that says people would rather go to the dentist than get a home or buy a house again.
39:07.934 --> 39:08.715
[SPEAKER_01]: It was so painful.
39:09.176 --> 39:13.744
[SPEAKER_01]: And so people will know that and then you go, well, it's even worse for business owners.
39:13.764 --> 39:15.006
[SPEAKER_01]: So I help business owners.
39:15.046 --> 39:15.427
[SPEAKER_02]: Yeah.
39:15.447 --> 39:19.935
[SPEAKER_02]: So you could literally just go, so you know how it's incredibly, like, you know how buying a house is just an incredibly difficult.
39:19.915 --> 39:20.476
[SPEAKER_02]: situation.
39:20.516 --> 39:22.258
[SPEAKER_02]: You know how painful it is to buy a house.
39:22.278 --> 39:22.518
[SPEAKER_02]: Yeah.
39:22.538 --> 39:23.359
[SPEAKER_02]: If it goes yeah.
39:23.380 --> 39:23.820
[SPEAKER_01]: You know what I mean?
39:24.000 --> 39:30.689
[SPEAKER_01]: And then there's a people out there right now who like they help people who have a home and they want to buy another home.
39:31.009 --> 39:31.310
[SPEAKER_03]: Yeah.
39:31.330 --> 39:32.792
[SPEAKER_01]: Because they have the two home tango going on.
39:32.812 --> 39:34.134
[SPEAKER_01]: They got a cell one by another one.
39:34.154 --> 39:34.474
[SPEAKER_03]: Yeah.
39:34.494 --> 39:35.455
[SPEAKER_01]: And so you could specialize that.
39:35.475 --> 39:39.641
[SPEAKER_01]: You know how it's like this is the problem or you know it's really hard to buy a home right now.
39:39.661 --> 39:42.705
[SPEAKER_01]: Well it's even worse if you have a home to sell because I have two transactions.
39:42.985 --> 39:43.406
[SPEAKER_01]: Exactly.
39:43.446 --> 39:45.248
[SPEAKER_01]: People manage that whole two home tango.
39:45.228 --> 40:11.590
[SPEAKER_02]: Yes, and so what I'm so glad that you focused in on like that was actually like the most like valuable part of that whole conversation is the framing around the problem because frame is the most important thing ever it's what it's what answers the first question there are I had this thing I called the eight questions there are eight questions We teach our speakers us there are eight questions that people in the seats the audience runs through their heads when you're up on stage is the same eight questions every time no matter who you are
40:11.570 --> 40:16.981
[SPEAKER_02]: what your industry is, what the topic is, it doesn't matter that you ask themselves the same questions in the same order every time.
40:17.422 --> 40:24.317
[SPEAKER_02]: And so our whole theory on speech writing is a speech is not a series of interesting points.
40:24.658 --> 40:29.528
[SPEAKER_02]: It's a sequence of interesting answers to questions the audiences already asking.
40:29.508 --> 40:35.839
[SPEAKER_02]: So if you know the questions, just answer them in this order, and it will always work, no charisma required.
40:36.079 --> 40:36.860
[SPEAKER_02]: That's awesome.
40:36.880 --> 40:43.291
[SPEAKER_02]: And so the first question that people ask, which is what we're talking about, is is this relevant to me?
40:43.752 --> 40:44.914
[SPEAKER_02]: Should I pay attention?
40:45.435 --> 40:47.438
[SPEAKER_02]: It's some version of the relevant question.
40:47.759 --> 40:48.861
[SPEAKER_02]: Should I pay attention to this?
40:49.121 --> 40:51.465
[SPEAKER_02]: And now are people doing this when you're speaking in any setting?
40:51.445 --> 40:53.046
[SPEAKER_02]: in any setting, in any communication.
40:53.086 --> 40:55.008
[SPEAKER_02]: You write an a video, video doesn't matter.
40:55.088 --> 40:58.551
[SPEAKER_02]: It's when you when when you work on the the opening of a video.
40:58.872 --> 41:06.579
[SPEAKER_02]: The first thing that you're trying to do when you're working on the opening of video is how quickly can I make it clear to the viewer that this will be worth their time.
41:06.739 --> 41:08.941
[SPEAKER_02]: That's what they're asking is this worth my time.
41:09.321 --> 41:11.783
[SPEAKER_02]: And so if you ask me what do I do, what do you do?
41:11.903 --> 41:13.685
[SPEAKER_02]: And I go on a human connection specialist.
41:13.705 --> 41:18.389
[SPEAKER_02]: Immediately I have not answered the question, is it worth my time to talk to this person?
41:18.850 --> 41:21.452
[SPEAKER_02]: I don't know what that means.
41:21.432 --> 41:22.815
[SPEAKER_02]: the first one is, is this relevant?
41:22.975 --> 41:23.136
[SPEAKER_02]: Right.
41:23.416 --> 41:23.537
[SPEAKER_02]: Right.
41:23.657 --> 41:25.040
[SPEAKER_02]: So it's like, is this relevant?
41:25.060 --> 41:28.006
[SPEAKER_02]: And the second one is, does this really matter?
41:28.507 --> 41:29.830
[SPEAKER_02]: It's the stakes question.
41:29.870 --> 41:30.813
[SPEAKER_02]: Okay.
41:31.093 --> 41:32.877
[SPEAKER_02]: This is relevant to me.
41:32.958 --> 41:34.420
[SPEAKER_02]: But do I have to deal with this?
41:34.701 --> 41:37.826
[SPEAKER_02]: Because people will do anything to avoid dealing with something new.
41:38.127 --> 41:45.739
[SPEAKER_02]: They just don't, you're not fighting, a lot of communicators think that what they're fighting against in any form of communication, especially on stage of the speaker.
41:45.940 --> 41:47.823
[SPEAKER_02]: They think they're fighting against disagreement.
41:47.883 --> 41:50.768
[SPEAKER_02]: That the audience is going to not agree with them or not like them.
41:51.269 --> 41:53.312
[SPEAKER_02]: Mostly, you're not fighting against that.
41:53.332 --> 41:54.895
[SPEAKER_02]: You're fighting against nothing.
41:55.656 --> 41:57.379
[SPEAKER_02]: The easiest thing for the audience to do,
41:59.063 --> 42:04.935
[SPEAKER_02]: is listen to you, maybe they find it interesting, and then just do absolutely nothing out of it.
42:04.995 --> 42:14.794
[SPEAKER_02]: It's apathy, and so the second question people ask is, even if I think this is relevant to me, is it actually worth trying to solve?
42:15.095 --> 42:18.842
[SPEAKER_02]: because people don't solve problems that they have all the time.
42:18.862 --> 42:19.824
[SPEAKER_02]: I've got too many problems, bro.
42:19.884 --> 42:21.467
[SPEAKER_02]: It's too many problems, I've got a lot of problems.
42:21.908 --> 42:23.691
[SPEAKER_02]: Aren't I could be aware of a problem?
42:23.811 --> 42:27.899
[SPEAKER_02]: I can have a problem, be aware of it, and still not solve it.
42:28.119 --> 42:34.892
[SPEAKER_02]: Most people would rather continue doing something that doesn't work, because they already know how to do it, even though it's not working.
42:34.872 --> 42:37.839
[SPEAKER_02]: then figure out how to do it right because it's a lot of work, right?
42:38.200 --> 42:43.914
[SPEAKER_02]: And so, I mean, my silly example for this is the previous house that we owned when we bought the house.
42:43.954 --> 42:49.286
[SPEAKER_02]: We knew that the the water line to the fridge in that house was broken.
42:49.347 --> 42:50.830
[SPEAKER_02]: We knew it at the time we bought the house.
42:50.850 --> 42:51.632
[SPEAKER_02]: And I said,
42:51.612 --> 42:53.774
[SPEAKER_02]: I should get a new fridge.
42:54.195 --> 42:56.237
[SPEAKER_02]: But getting a new fridge costs money and it's expensive.
42:56.257 --> 42:57.919
[SPEAKER_02]: And so we moved in and we didn't do it that.
42:58.660 --> 43:02.564
[SPEAKER_02]: And so we never were able to do the water thing because the water line was broken.
43:03.085 --> 43:05.447
[SPEAKER_02]: And I kept thinking, I should do it with this at some point.
43:05.748 --> 43:06.188
[SPEAKER_02]: But I didn't.
43:06.549 --> 43:07.069
[SPEAKER_02]: It was broken.
43:07.350 --> 43:08.371
[SPEAKER_02]: We kept bitching about it.
43:08.431 --> 43:09.792
[SPEAKER_02]: We kept complaining about it.
43:09.892 --> 43:10.773
[SPEAKER_02]: And then we never fixed it.
43:10.853 --> 43:13.576
[SPEAKER_02]: Until one day I came home from a speaking engagement.
43:13.596 --> 43:15.218
[SPEAKER_02]: I'd been on the road for a week or two.
43:15.258 --> 43:17.461
[SPEAKER_02]: And my kitchen was flooded.
43:18.182 --> 43:20.404
[SPEAKER_02]: Because the broken water line leaked.
43:20.384 --> 43:38.612
[SPEAKER_02]: And that is when I called a plumber, and I called a cleanup crew, and I called a fridge, you know, person to come fix it, and it was only after I had the actual consequences of the problem that I finally decided.
43:38.592 --> 43:41.759
[SPEAKER_02]: to solve it and at that point it cost me way more.
43:41.779 --> 43:55.470
[SPEAKER_02]: If only the first time I had called somebody to look at it, if they had just said to me, listen, this doesn't seem like it's a big problem but at some point this will leak and if it happens when you're out of the house, it will destroy your kitchen.
43:55.450 --> 44:10.126
[SPEAKER_02]: I probably would have replaced the fridge for a thousand bucks right there instead of it costing me everything it did years later So the next time we bought a house, which also happened to have a fridge with the waterline broken Literally before we moved in.
44:10.146 --> 44:14.191
[SPEAKER_02]: I bought a new fridge Which is like I learned my list of which yesterday.
44:14.211 --> 44:18.035
[SPEAKER_02]: Yeah, but the person the first time somebody looked at the fridge and told us the waterline was broken.
44:18.155 --> 44:21.899
[SPEAKER_02]: I thought it just meant I can't use it for water.
44:22.039 --> 44:24.021
[SPEAKER_02]: And I just I'll stick a bread of filter inside the fridge.
44:24.041 --> 44:24.562
[SPEAKER_02]: It'll be fine.
44:24.722 --> 44:25.423
[SPEAKER_02]: Yeah
44:25.403 --> 44:30.112
[SPEAKER_02]: because they didn't bother explaining the stakes or making me understand the stakes.
44:30.132 --> 44:36.605
[SPEAKER_02]: So the second question people ask after is this relevant to me, should I pay attention is is this really worth it, right?
44:36.685 --> 44:38.348
[SPEAKER_02]: Like do I need to pay attention to it?
44:38.368 --> 44:39.049
[SPEAKER_02]: Like do I need this?
44:39.070 --> 44:44.440
[SPEAKER_01]: And so these are and just for clarity here, everybody like these don't all have to be covered in your opening line.
44:44.460 --> 44:48.087
[SPEAKER_01]: Now we're getting into like these are the questions people ask as they're listening to speak.
44:48.067 --> 44:50.693
[SPEAKER_01]: these right questions people ask is they're watching YouTube video.
44:51.194 --> 45:06.008
[SPEAKER_01]: Yeah, so this is what's going to get them to trust you move forward to all the things and we're going through that and then we'll get into the four things, you know, the structure of your talk, which we'll wrap with, but I want to make sure you go through these eight questions and by the way, if you're watching right now on YouTube.
45:05.988 --> 45:07.450
[SPEAKER_01]: Please drop a comment and let me know.
45:07.510 --> 45:09.733
[SPEAKER_01]: Is this helping you guys what other questions do you have?
45:10.034 --> 45:11.496
[SPEAKER_01]: And honestly, should we bring Brian back on?
45:11.576 --> 45:18.205
[SPEAKER_01]: Because I get ideas for our future content from you guys in the comments I read every single one of these, especially right after the episode.
45:18.225 --> 45:20.288
[SPEAKER_01]: So drop a comment right now if you're watching still.
45:20.809 --> 45:22.351
[SPEAKER_01]: Okay, so let's get on to the next question.
45:22.371 --> 45:23.693
[SPEAKER_01]: What's the third one?
45:23.673 --> 45:24.394
[SPEAKER_01]: Yeah, so okay.
45:24.634 --> 45:26.496
[SPEAKER_02]: So it's should I, and I always do them.
45:26.556 --> 45:30.802
[SPEAKER_02]: I have some recap them because it's important you hear the order as they're happening, right?
45:30.882 --> 45:32.484
[SPEAKER_02]: It's should I pay attention to this?
45:33.124 --> 45:36.148
[SPEAKER_02]: And then is this really worth it, right?
45:36.228 --> 45:41.755
[SPEAKER_02]: Or some version of that or it's you could frame that question as do I really need to deal with this?
45:41.795 --> 45:42.015
[SPEAKER_02]: Yeah.
45:42.596 --> 45:47.942
[SPEAKER_02]: And then after that, it's, but why should I listen to you today?
45:48.108 --> 45:56.888
[SPEAKER_02]: Why should I listen to you and what I mean is you specifically because what happens and this is actually This is a huge problem for communicators.
45:56.948 --> 46:02.140
[SPEAKER_02]: They either put who they are right up front That's the first words out of them out.
46:02.160 --> 46:06.370
[SPEAKER_02]: They tell you all about themselves, which does not answer the relevance question
46:06.704 --> 46:11.733
[SPEAKER_02]: or they forget to tell you anything about themselves because they think it'll be bragging to do that.
46:12.294 --> 46:24.375
[SPEAKER_02]: But now you never answer the question, which is why you specifically, because just because we've established the problem and they realize that this problem is worth dealing with.
46:24.355 --> 46:36.467
[SPEAKER_02]: doesn't mean you're the right person necessarily to solve that problem, they could just hit AI or Google or YouTube and just go find the world's most foremost expert on that problem and go listen to them instead.
46:36.728 --> 46:38.450
[SPEAKER_02]: So why you specifically?
46:38.930 --> 46:41.993
[SPEAKER_02]: This is where you introduce your we call the story hook.
46:42.153 --> 46:50.582
[SPEAKER_02]: This is where you want to give depending on the length of the content it'll be short or it could be longer in a 60-minute speech you can spend three or four minutes here.
46:50.562 --> 46:55.148
[SPEAKER_02]: In a one-minute reel, it should probably be a sentence at most, right?
46:55.729 --> 47:00.916
[SPEAKER_02]: In a YouTube video, I'll ask you one of these people, I've done this thing, this much money from this, whatever.
47:00.956 --> 47:08.366
[SPEAKER_02]: But we need to know why you specifically, which is, by the way, you know, you mentioned up at the front, you know, that I'm a magician.
47:08.506 --> 47:13.853
[SPEAKER_02]: That was just one way for you to say, this is going, like, what Brian's going to be here to talk about.
47:13.833 --> 47:21.784
[SPEAKER_02]: is coming from an angle that you haven't heard before, so he's going to have a perspective that is different from the hundred other communication experts you've already heard.
47:22.244 --> 47:23.906
[SPEAKER_02]: That's just why me specifically.
47:23.927 --> 47:25.529
[SPEAKER_02]: It doesn't mean I'm the best in the world at this.
47:25.829 --> 47:29.714
[SPEAKER_02]: It just means I have a perspective that you can't get somewhere else.
47:30.335 --> 47:30.435
[SPEAKER_02]: Yeah.
47:30.455 --> 47:31.356
[SPEAKER_02]: So that's the question.
47:31.397 --> 47:32.097
[SPEAKER_01]: Why are you?
47:32.117 --> 47:32.358
[SPEAKER_01]: Okay.
47:32.378 --> 47:33.399
[SPEAKER_01]: Why are you specifically?
47:33.619 --> 47:34.761
[SPEAKER_01]: So we got...
47:34.741 --> 47:40.750
[SPEAKER_01]: Uh, the, like it's the, it's, uh, why now, essentially, or why should I listen to this?
47:41.031 --> 47:41.451
[SPEAKER_01]: Yeah.
47:41.471 --> 47:43.194
[SPEAKER_01]: And then now it's, why you?
47:43.575 --> 47:43.915
[SPEAKER_01]: Yeah.
47:43.935 --> 47:44.797
[SPEAKER_02]: And why should I listen to you?
47:45.037 --> 47:45.237
[SPEAKER_02]: Yes.
47:45.257 --> 47:45.718
[SPEAKER_02]: About this.
47:45.898 --> 47:46.499
[SPEAKER_02]: Okay.
47:46.519 --> 47:50.045
[SPEAKER_02]: And then after that, this is the one that nobody thinks to answer.
47:50.265 --> 47:53.711
[SPEAKER_02]: It's the secret sauce in our entire strategy, because it's one nobody thinks about.
47:54.352 --> 47:57.897
[SPEAKER_02]: It's, why can't I keep doing what I'm already doing?
47:58.653 --> 48:00.579
[SPEAKER_02]: This is the status quo question.
48:00.839 --> 48:04.972
[SPEAKER_02]: This is what actually helps you fight against that apathy that you talk about.
48:05.493 --> 48:06.917
[SPEAKER_02]: And this is what I learned from magic.
48:07.158 --> 48:07.940
[SPEAKER_02]: So here's my example.
48:07.981 --> 48:10.668
[SPEAKER_02]: Now you've heard me give this example, because I've taught it once and one of your workshops.
48:10.709 --> 48:12.674
[SPEAKER_02]: But I'll do it again for the folks listening.
48:12.694 --> 48:13.236
[SPEAKER_02]: So,
48:13.840 --> 48:21.576
[SPEAKER_02]: When I was in Magician, you can imagine you're watching a magic trick, and if I say, hey, pick a card, and you take a card out, and let's say it's a seven-a-dimons or whatever.
48:22.177 --> 48:26.707
[SPEAKER_02]: And then I say, put it back in the deck, and then I pull the seven-a-dimons out of my pocket.
48:27.168 --> 48:30.735
[SPEAKER_02]: You might go, ah, but then immediately, what does your brain do?
48:32.099 --> 48:59.372
[SPEAKER_02]: Like you wonder how how how did he do it your brain will try to solve the prompt right away our brains do that you will try to figure it out And you might think I wonder if he knew I was gonna take that card and he just had a duplicate seven of them It's a second seven of them as it is pocket now whether or not that's true doesn't matter if you think it might be true That might be a way to solve this magic trick you don't feel the experience of magic you don't have these things to wonder
48:59.740 --> 49:01.503
[SPEAKER_02]: So, you've seen magicians.
49:01.884 --> 49:04.950
[SPEAKER_02]: We say take a card, you take out a card, seven times whatever.
49:04.990 --> 49:05.511
[SPEAKER_02]: I don't see it.
49:05.531 --> 49:06.614
[SPEAKER_02]: I hand you a sharpie marker.
49:06.634 --> 49:07.796
[SPEAKER_02]: I say write your name across it.
49:08.157 --> 49:10.521
[SPEAKER_02]: So now you write your name on it.
49:10.762 --> 49:11.483
[SPEAKER_02]: It goes into the deck.
49:11.623 --> 49:18.998
[SPEAKER_02]: When I pull it out of my pocket, you might go, oh, and then you go, maybe he has a second, seven of diamonds, and you go, wait, no, he can't, because I wrote my name on it.
49:19.265 --> 49:25.694
[SPEAKER_02]: But then, you might go, ah, maybe he snuck it and hit it in his hands somehow and shove it into his pocket.
49:25.894 --> 49:27.597
[SPEAKER_02]: So still no wonder.
49:28.057 --> 49:29.520
[SPEAKER_02]: So what a magician's actually do.
49:30.261 --> 49:36.830
[SPEAKER_02]: Take a card, seven of diamonds, write your name on it, I hand you the card, say you put it back in the deck, hand it to somebody else, shuffle the deck, give it back to me.
49:37.271 --> 49:39.754
[SPEAKER_02]: And then I pull it out of my pocket, y'all.
49:39.734 --> 49:41.677
[SPEAKER_02]: And then you go, well, maybe it's a second cut.
49:41.697 --> 49:43.340
[SPEAKER_02]: No, it can't be a duplicate because I wrote my name on it.
49:43.460 --> 49:44.462
[SPEAKER_02]: Oh, well, maybe he's not going to spack it.
49:44.522 --> 49:47.127
[SPEAKER_02]: No, it couldn't have been because I had the cars and I put it back in.
49:47.487 --> 49:59.989
[SPEAKER_02]: So what magicians do is we learn that you have to actually address and eliminate all of the possible ways the trick could have been done before you get to the climax.
50:00.289 --> 50:04.797
[SPEAKER_02]: When you do that, people rattle through all the ways they think it might have worked.
50:04.777 --> 50:09.171
[SPEAKER_02]: They run out of ideas and that is when magic happens.
50:09.432 --> 50:11.999
[SPEAKER_02]: That's when they're left with no other option.
50:12.341 --> 50:15.530
[SPEAKER_02]: They have to believe essentially in magic.
50:15.631 --> 50:18.600
[SPEAKER_02]: So, how does this work for communication?
50:18.833 --> 50:21.538
[SPEAKER_02]: most people skip from the problem straight to the solution.
50:22.319 --> 50:27.649
[SPEAKER_02]: And this is actually you asked me earlier on the conversation and what do people get wrong with typical communication training?
50:27.669 --> 50:29.452
[SPEAKER_02]: Well, a lot of communication training tells you to do this.
50:29.512 --> 50:33.679
[SPEAKER_02]: They say, right as soon as you've identified the problem, it's a sales framework.
50:33.700 --> 50:37.947
[SPEAKER_02]: Identify the problem, they agreed to it immediately given the solution, problem solution, pair those two.
50:37.987 --> 50:39.610
[SPEAKER_02]: But they're thinking this isn't going to work for me.
50:39.590 --> 50:42.413
[SPEAKER_02]: But they're thinking, there's all these other ways that I could do it.
50:42.433 --> 50:47.799
[SPEAKER_02]: I've heard of doing it that sound easier, that sound less complicated, that sound cheaper, that sound, there's all these other things.
50:48.180 --> 50:55.588
[SPEAKER_02]: And so you have to do a section of your communication that we call the status quo, a tour through the status quo.
50:55.808 --> 51:03.977
[SPEAKER_02]: You have to go, okay, so now in an attempt to solve this problem, a lot of people think that X will work.
51:03.957 --> 51:07.240
[SPEAKER_02]: And it feels like a good idea, because X, Y, and Z.
51:07.661 --> 51:12.365
[SPEAKER_02]: But actually, there's this research that shows us that that doesn't work, blah, blah, blah, blah.
51:12.406 --> 51:16.650
[SPEAKER_02]: Or you go, you go, and then you might think, well, this is another thing that might work.
51:16.850 --> 51:17.991
[SPEAKER_02]: And maybe you've even tried that.
51:18.031 --> 51:20.734
[SPEAKER_02]: And that feels like a good idea, too, because blah, blah, blah.
51:20.754 --> 51:22.636
[SPEAKER_02]: But actually, that doesn't work, and here's why.
51:23.076 --> 51:30.724
[SPEAKER_02]: And you take people on a tour to understand the existing solutions that either they've tried, or they've thought of trying, or they might ever hear about,
51:30.704 --> 51:32.166
[SPEAKER_02]: and why each of them doesn't work.
51:32.607 --> 51:39.298
[SPEAKER_02]: And the key to this section, though, is that you can't be doing it waving the blame finger and going, you're an idiot for trying this.
51:39.698 --> 51:41.441
[SPEAKER_02]: This is a tactical empathy section.
51:41.461 --> 51:44.626
[SPEAKER_02]: This is saying it totally makes sense why you might try this.
51:45.688 --> 51:46.149
[SPEAKER_02]: It's not evolved.
51:46.670 --> 51:48.473
[SPEAKER_02]: It either, and then it's one of three things.
51:48.533 --> 51:49.514
[SPEAKER_02]: It either doesn't work.
51:50.115 --> 51:52.459
[SPEAKER_02]: It doesn't work as well as you'd think,
51:52.439 --> 52:05.900
[SPEAKER_02]: or it does work, but it leads to unintended or unforeseen negative consequences, and so one by one you take down the status quo, and that answers the question, why can't I just keep doing what I'm already doing?
52:05.920 --> 52:08.845
[SPEAKER_02]: Is this also the part where you're dealing with
52:08.825 --> 52:13.950
[SPEAKER_02]: preconceived objections, this is, this is where sales people would say this is basically dealing with objections.
52:14.290 --> 52:22.778
[SPEAKER_02]: But in my experience, when people are told deal with objections, they go at it one very blunt and they go at it in a way that feels very blaming.
52:23.658 --> 52:29.424
[SPEAKER_02]: And they also only deal with the ones that the person might be at that forefront, the conscious ones.
52:29.764 --> 52:38.832
[SPEAKER_02]: They don't deal with the ones they might look up later or hear about or come to them
52:38.812 --> 52:48.648
[SPEAKER_02]: All of them that could conceivably come up and so in a 60-minute keynote speech That's might be 15 minutes of stage time and people speak our speakers.
52:48.668 --> 52:59.706
[SPEAKER_02]: They're like you're kidding How why would like doesn't that isn't it like just the audience get bored listening to all the things They shouldn't do like no people find it fascinating because
52:59.686 --> 53:05.281
[SPEAKER_02]: People watch three-hour documentaries on topics they'd never heard of until they were on Netflix that day.
53:05.622 --> 53:11.198
[SPEAKER_02]: People are curious about things, and people also love finding out why things do or don't work.
53:11.438 --> 53:15.028
[SPEAKER_01]: But also, if you just jumped into your solution...
53:15.008 --> 53:17.130
[SPEAKER_01]: They're going to be not even open to hearing it.
53:17.150 --> 53:18.551
[SPEAKER_02]: They're not even open to hearing it.
53:18.571 --> 53:19.432
[SPEAKER_02]: That's exactly right.
53:19.713 --> 53:21.975
[SPEAKER_02]: The likelihood that they're open to it is very, very low.
53:22.055 --> 53:25.838
[SPEAKER_02]: I mean, it would catch the people who are, but there's a lot of people you're missing.
53:25.999 --> 53:26.719
[SPEAKER_01]: Most people are not.
53:26.879 --> 53:33.306
[SPEAKER_01]: And here's, and so here's kind of the, this is probably why someone's like, hey, I did the thing and people weren't into it.
53:33.546 --> 53:33.766
[SPEAKER_02]: Yes.
53:34.106 --> 53:38.090
[SPEAKER_01]: And it weren't into it all, like from the beginning, you didn't break out of, you didn't break them out of that shell.
53:38.330 --> 53:38.531
[SPEAKER_02]: Right.
53:38.731 --> 53:44.256
[SPEAKER_02]: And this is essentially where you and I had talked about, kind of beliefs.
53:44.236 --> 53:49.363
[SPEAKER_02]: people have, you know, limiting beliefs, but essentially what that means is everybody has beliefs.
53:49.843 --> 53:57.714
[SPEAKER_02]: Some beliefs are positive, some are negative, some are neutral, some of these beliefs work in your favor, some of them work against whatever it is that you're saying.
53:58.515 --> 54:06.565
[SPEAKER_02]: The key is a lot of people when they're dealing with beliefs when they're overcoming objections, they attack the belief.
54:06.950 --> 54:09.092
[SPEAKER_02]: This is not on purpose, but this is how they go about it.
54:09.373 --> 54:12.576
[SPEAKER_02]: They try to dismiss the belief.
54:12.616 --> 54:16.901
[SPEAKER_02]: They try to go, no, that's just wrong and show them prove why it's wrong.
54:17.522 --> 54:18.242
[SPEAKER_02]: That doesn't work.
54:18.683 --> 54:20.825
[SPEAKER_02]: There's a mountain of research that tells us this doesn't work.
54:21.366 --> 54:25.611
[SPEAKER_02]: What you can do is replace a belief with a stronger belief.
54:26.512 --> 54:36.923
[SPEAKER_02]: So beliefs that people have, and we do this and is deep audience analysis that we do before going into writing any piece of communication.
54:37.662 --> 54:47.840
[SPEAKER_02]: and you figure out which are their ones that are going to prevent them from following you on this journey, then what you want to do is make a case during the status quo section for why they should have.
54:47.900 --> 54:53.089
[SPEAKER_02]: Not reject the belief they have, just here's a stronger belief.
54:53.120 --> 54:54.904
[SPEAKER_02]: and make a good compelling case for it.
54:55.585 --> 55:00.254
[SPEAKER_01]: And if you can do that, so practical way it would be like, now most people think, or most people try this.
55:00.394 --> 55:01.917
[SPEAKER_01]: Now most people have done this.
55:01.957 --> 55:06.887
[SPEAKER_01]: And what you're doing is you're coming from a place of empathy meaning like, you're not dumb for thinking this.
55:06.967 --> 55:07.849
[SPEAKER_01]: That totally makes sense.
55:07.869 --> 55:08.871
[SPEAKER_01]: It totally makes sense.
55:08.911 --> 55:09.312
[SPEAKER_01]: I get it.
55:09.372 --> 55:10.875
[SPEAKER_01]: I was thinking the same thing.
55:10.855 --> 55:15.601
[SPEAKER_01]: But the only thing you yourself have done this thing, and you do this very, very well.
55:15.621 --> 55:17.644
[SPEAKER_01]: Yeah, but like, I was actually right there with you.
55:17.904 --> 55:23.872
[SPEAKER_01]: Yeah, I think I thought the same thing until I learned this, until I tried this, or until I found this.
55:23.933 --> 55:30.321
[SPEAKER_01]: And then it's like, oh, wow, okay, he's not talking down to me, because I've noticed a lot of people are condescending, and they're like, that's right.
55:30.341 --> 55:31.783
[SPEAKER_01]: They're lecturing you, and
55:31.763 --> 55:37.675
[SPEAKER_01]: That works to some degree because somebody might think, oh, he's an expert at lanes with me, but I think it turns a lot more people off.
55:37.695 --> 55:39.800
[SPEAKER_02]: Yeah, it really people don't want to be less lectured.
55:40.020 --> 55:42.846
[SPEAKER_02]: People don't even want to attend lectures.
55:43.126 --> 55:44.870
[SPEAKER_02]: Like, people, it's just such a, okay.
55:44.890 --> 55:45.050
[SPEAKER_02]: Yeah.
55:45.090 --> 55:45.672
[SPEAKER_02]: So then, okay.
55:45.712 --> 55:48.097
[SPEAKER_02]: So now we, the status quo, what's next?
55:48.477 --> 55:48.638
[SPEAKER_02]: Right.
55:48.998 --> 55:53.147
[SPEAKER_02]: So after you've addressed fully, the why can't I keep doing what I'm already doing?
55:53.127 --> 55:59.056
[SPEAKER_02]: Now, finally, they are ready to hear what you have to offer because what you've done is very evil.
55:59.337 --> 56:03.924
[SPEAKER_02]: You've actually dug them into a hole where they started listening to you.
56:03.964 --> 56:08.872
[SPEAKER_02]: They had a problem that mattered to them that they thought this is worth dealing with.
56:08.952 --> 56:11.576
[SPEAKER_02]: And you seem like the right person to listen to about this, right?
56:11.596 --> 56:14.140
[SPEAKER_02]: They're working through these questions in their head.
56:14.120 --> 56:19.552
[SPEAKER_02]: But now, you've removed all of the options that they'd even considered try to hurt about.
56:20.153 --> 56:23.079
[SPEAKER_02]: They're in worse shape than they were when you started talking.
56:23.701 --> 56:25.044
[SPEAKER_02]: You are their only hope.
56:25.484 --> 56:26.988
[SPEAKER_02]: You get to throw them a life on and go.
56:27.268 --> 56:29.553
[SPEAKER_02]: But actually, there is a way out of this.
56:30.094 --> 56:34.103
[SPEAKER_02]: So now they're asking the question, well then, what's the solution?
56:34.083 --> 56:34.283
[SPEAKER_00]: Yeah.
56:34.303 --> 56:35.284
[SPEAKER_02]: What do I do instead?
56:36.005 --> 56:38.568
[SPEAKER_02]: And now they're ready to listen to listen.
56:39.029 --> 56:45.136
[SPEAKER_02]: Now if there was a little Sean Connery moment, now they're ready to listen to your special sauce.
56:45.156 --> 56:46.138
[SPEAKER_02]: You're familiar thing.
56:46.158 --> 56:46.899
[SPEAKER_02]: You're familiar.
56:47.119 --> 56:51.444
[SPEAKER_02]: But the key is framework is the right word.
56:51.825 --> 56:53.527
[SPEAKER_02]: You don't want to go into the tactics here.
56:53.767 --> 57:01.997
[SPEAKER_02]: The mistake in this section is people start to talk about the audience is asking for your solution at this point.
57:02.112 --> 57:05.609
[SPEAKER_02]: This is the only time you do not actually want to directly give them what they want.
57:05.629 --> 57:09.186
[SPEAKER_02]: They want the solution, which means they want the tactic, they want the hack.
57:09.301 --> 57:11.324
[SPEAKER_02]: what they actually need is the paradigm shift.
57:12.045 --> 57:13.808
[SPEAKER_02]: People have to change their thinking.
57:13.828 --> 57:16.272
[SPEAKER_02]: They have to think differently before they will act differently.
57:16.372 --> 57:18.075
[SPEAKER_02]: This is the next step in the process.
57:18.095 --> 57:23.823
[SPEAKER_01]: And by the way, as you're doing this, this is the order in which you do that talk.
57:23.843 --> 57:24.444
[SPEAKER_01]: So this is the order.
57:24.625 --> 57:26.167
[SPEAKER_01]: You are answering the questions.
57:26.307 --> 57:29.072
[SPEAKER_01]: If you're talking about these eight questions, you're just answering this.
57:29.152 --> 57:32.797
[SPEAKER_01]: This is also the framework that you talked about earlier, which is the order in which you deliver this.
57:32.817 --> 57:33.098
[SPEAKER_01]: Is it?
57:33.118 --> 57:33.498
[SPEAKER_01]: Okay, cool.
57:33.518 --> 57:35.882
[SPEAKER_01]: Just make sure, because I thought it was like two different things, but now I understand it's all right.
57:35.862 --> 57:45.658
[SPEAKER_02]: Yeah, so basically like like you could look at these side by side on a piece of paper like, you know, you can look at these eight questions and then you look at our speech design framework, the framework answers these eight questions.
57:45.718 --> 57:45.819
[SPEAKER_01]: Okay.
57:45.839 --> 57:47.381
[SPEAKER_01]: So we're in the same we're on the same page.
57:47.561 --> 57:47.662
[SPEAKER_01]: Yeah.
57:47.682 --> 57:47.802
[SPEAKER_01]: Cool.
57:47.822 --> 57:53.972
[SPEAKER_01]: So now we're getting into our way of solving the problem and I have made this mistake.
57:53.952 --> 58:01.108
[SPEAKER_01]: you know, before where I go straight into the tactics, here's the website I go to, I type this in, I do this, and that is more of a workshop vibe.
58:01.629 --> 58:05.117
[SPEAKER_01]: Yeah, that's cool, but what happens is people get lost in the sauce.
58:05.137 --> 58:07.742
[SPEAKER_01]: Yeah, I haven't actually changed the way they think about anything yet.
58:08.063 --> 58:08.223
[SPEAKER_01]: Right.
58:08.404 --> 58:11.691
[SPEAKER_01]: And so I noticed when I shifted to the way you taught me,
58:11.671 --> 58:22.330
[SPEAKER_01]: People came up to me afterwards and they told me something and I I never forget this when people say this and I know I'm doing the right thing I never thought of it that way Yes, yes, there's your lips.
58:22.370 --> 58:27.739
[SPEAKER_01]: I didn't think of it that way you simplified this you made it sound like now I get it because
58:27.719 --> 58:38.213
[SPEAKER_01]: Honestly, what I'm teaching in Brian is not something that's like, oh, earth shattering, I'm teaching them something that they may have already heard like 20 times, but the way in which I taught it, finally sticks.
58:38.613 --> 58:41.157
[SPEAKER_01]: The way I explained it actually makes a difference.
58:41.197 --> 58:42.639
[SPEAKER_01]: And now they can take action on it.
58:42.659 --> 58:45.142
[SPEAKER_01]: Or I'm teaching it in a way that actually works.
58:45.182 --> 58:47.265
[SPEAKER_01]: And somebody else just gave them some BS thing that doesn't work.
58:47.285 --> 58:47.786
[SPEAKER_01]: You know, whatever.
58:48.066 --> 58:51.571
[SPEAKER_01]: But in any case, I'm looking for that now anywhere I go.
58:51.631 --> 58:53.473
[SPEAKER_01]: Like, do I never thought of it that way?
58:53.453 --> 58:59.143
[SPEAKER_02]: Yes, so I'm going to I give myself permission to drop one name in every conversation.
58:59.243 --> 59:02.128
[SPEAKER_02]: I'm going to I'm going to I'm going to drop Seth goat in his name here.
59:02.549 --> 59:12.205
[SPEAKER_02]: So in kind of you know father of modern marketing, he went from being a hero to a mentor to something of a friend over the years, but through the series of lucky circumstances, and I was a.
59:12.185 --> 59:19.312
[SPEAKER_02]: Complaining one time, just that's good of all people years years ago, are we almost 10 years ago now or something like that?
59:19.332 --> 59:20.013
[SPEAKER_02]: I don't know, 70 years ago.
59:20.233 --> 59:25.618
[SPEAKER_02]: It's complaining about some clients that we had had that were just pain in the ass clients.
59:25.638 --> 59:27.119
[SPEAKER_02]: It were just really difficult clients.
59:27.640 --> 59:35.147
[SPEAKER_02]: And he stopped me and he said, But Brian, yourself employed, you get to choose your clients.
59:35.928 --> 59:39.171
[SPEAKER_02]: Why would you choose clients that are difficult to work with?
59:39.725 --> 59:44.470
[SPEAKER_02]: And it just changed my whole life in that moment.
59:44.991 --> 59:48.155
[SPEAKER_02]: Now, here's what's important about this, right?
59:48.415 --> 59:49.056
[SPEAKER_02]: Here's what's important.
59:49.496 --> 59:53.401
[SPEAKER_02]: It wasn't a tactic or a hack or anything like that.
59:54.142 --> 59:56.845
[SPEAKER_02]: He didn't say, oh, you have difficult clients.
59:56.865 --> 01:00:01.830
[SPEAKER_02]: Well, here's how to change your LinkedIn posts so that the right clients show up.
01:00:01.971 --> 01:00:03.252
[SPEAKER_02]: That's the tactic.
01:00:03.232 --> 01:00:06.216
[SPEAKER_02]: And that will change with the algorithm, with the culture, with the time.
01:00:06.437 --> 01:00:08.019
[SPEAKER_02]: Right, tactics are very limited.
01:00:08.079 --> 01:00:09.401
[SPEAKER_02]: They change constantly.
01:00:09.421 --> 01:00:16.511
[SPEAKER_02]: When we teach people, when we focus on tactics, it's very limited and it's often people try to implement them in the wrong scenario, they don't realize it.
01:00:17.052 --> 01:00:20.236
[SPEAKER_02]: What he did was he gave me a paradigm shift.
01:00:20.256 --> 01:00:23.080
[SPEAKER_02]: He changed my thinking about
01:00:23.195 --> 01:00:31.745
[SPEAKER_02]: client acquisition by simply saying, no, no, no, you're self-employed, your clients don't choose you, you choose your clients.
01:00:32.326 --> 01:00:41.197
[SPEAKER_02]: And as soon as I went, oh, I choose my clients, that it became very easy to go learn the tactics that would work on linked.
01:00:41.217 --> 01:00:45.862
[SPEAKER_01]: I could look those up late because you made the decision first and then like, all the things come away.
01:00:45.902 --> 01:00:48.325
[SPEAKER_01]: I would say like people think they need more information.
01:00:48.305 --> 01:01:07.039
[SPEAKER_01]: To decide, no, you just need to decide, and then you'll find every tactic you need because now you've made the universe kind of like conspires to give it all to you You start seeing things that's the what is that reticure particular activator system turned on on your brain and now you you're looking for the solutions to the problem because you already decided I don't want to work with people like that
01:01:07.019 --> 01:01:10.105
[SPEAKER_02]: Yes, you have to change how you see first.
01:01:10.306 --> 01:01:15.356
[SPEAKER_02]: And so when people are asking this silent question in this, okay, then what's the solution then?
01:01:15.737 --> 01:01:24.235
[SPEAKER_02]: It is like I said, the only question that we actually don't answer immediately because that's what people think they needed that moment and what they actually need.
01:01:24.215 --> 01:01:25.276
[SPEAKER_02]: is a paradigm shift.
01:01:25.356 --> 01:01:37.227
[SPEAKER_02]: So at this moment, before you do your acronym, before you do your five step, first time home by your process, you have to do some type of paradigm shift.
01:01:37.247 --> 01:01:44.454
[SPEAKER_02]: And if you've been using chatGPT for the last three years, you will know what a paradigm shift looks like, because chatGPT abuse is this.
01:01:45.035 --> 01:01:52.922
[SPEAKER_02]: So don't stop doing this, start doing this, it's not exits
01:01:52.902 --> 01:02:04.800
[SPEAKER_02]: So, if you're allergic to that, because you've been watching Chad GBT, here's the key, because the teaching is forever and now Chad GBT has made sentences like this feel overwhelmed, you know, with the feeling of not being ruined.
01:02:04.820 --> 01:02:06.903
[SPEAKER_02]: It ruined it, but they still work.
01:02:07.144 --> 01:02:08.646
[SPEAKER_02]: They work if you use it once.
01:02:09.127 --> 01:02:09.447
[SPEAKER_02]: That's it.
01:02:09.808 --> 01:02:16.598
[SPEAKER_02]: Once per communication and use it right here at the paradigm shift, the reason people are allergic to Chad GBT is because it uses it every other sentence.
01:02:16.578 --> 01:02:17.581
[SPEAKER_02]: it's just exhausting.
01:02:17.621 --> 01:02:20.809
[SPEAKER_02]: It's like making an argument when it doesn't need to be making an argument.
01:02:20.849 --> 01:02:21.651
[SPEAKER_01]: Okay, so this makes sense.
01:02:21.731 --> 01:02:25.060
[SPEAKER_01]: Now we are shifting the way they think about something.
01:02:25.140 --> 01:02:33.321
[SPEAKER_01]: Now I want to push back on something really quick here because I'd love to hear your opinion on this and you told me something in the last time I brought this up to you.
01:02:33.301 --> 01:02:41.370
[SPEAKER_01]: And I said, hey, when I talk, when I've seen people give these talks, and they don't give any tactics, they just do the paradigm shift into it, and they do the things in a keynote.
01:02:42.671 --> 01:02:50.200
[SPEAKER_01]: And what's happened at the end is people are left a little bit like disappointed, because they're like, man, I wanted the next step, and I didn't get it from him.
01:02:50.260 --> 01:02:52.482
[SPEAKER_01]: I loved it, but I just wish they would have given me something more.
01:02:53.123 --> 01:02:56.527
[SPEAKER_01]: And you're like, well, I think that that's probably, they're not good at doing this.
01:02:56.847 --> 01:02:57.408
[SPEAKER_01]: Is what you told me.
01:02:57.428 --> 01:03:03.274
[SPEAKER_01]: You said they're not really good at this, it presenting this.
01:03:03.254 --> 01:03:28.300
[SPEAKER_01]: you don't really need to get in the weeds because they'll be so moved like for example like when Ed Mylet talked that one year and he was the best speaker he didn't tell us what tactic or website or social but he's people literally told me afterwards he changed my life like yeah my life was changed based on what he said so I'm like wow well Ed can do that but maybe not me Neil because I'm not as gifted of a guy as him okay so so this is uh this is in
01:03:29.613 --> 01:03:34.305
[SPEAKER_02]: I don't know, an incomplete understanding of the system.
01:03:34.346 --> 01:03:38.898
[SPEAKER_02]: So one, if it's done well, you need not give tactics.
01:03:38.958 --> 01:03:39.700
[SPEAKER_02]: I stand by that.
01:03:39.800 --> 01:03:44.753
[SPEAKER_02]: However, the very next question people ask after they get
01:03:45.020 --> 01:03:51.011
[SPEAKER_02]: the solution, after they get the paradigm shift, is they ask, then how do I get started?
01:03:51.553 --> 01:03:52.294
[SPEAKER_02]: What should I do?
01:03:52.514 --> 01:03:58.225
[SPEAKER_02]: Yeah, and that's where you want the person who now you must actually answer that question.
01:03:58.265 --> 01:04:01.872
[SPEAKER_02]: So we do teach all of our speakers and all of our communicators to deliver.
01:04:02.133 --> 01:04:03.315
[SPEAKER_02]: Here's the key, though.
01:04:03.295 --> 01:04:13.188
[SPEAKER_02]: one action step, the reason I train people against the tactics and the hacks and all that stuff is because they go into workshop mode when they do that and people aren't ready yet.
01:04:13.508 --> 01:04:14.630
[SPEAKER_02]: That's stuff.
01:04:14.890 --> 01:04:15.571
[SPEAKER_02]: It's hands on.
01:04:15.631 --> 01:04:16.472
[SPEAKER_02]: It takes time.
01:04:17.994 --> 01:04:24.723
[SPEAKER_02]: You see speakers do this thing when they're trying to deliver so much value that they just fire off.
01:04:24.803 --> 01:04:26.525
[SPEAKER_02]: Here's 25 things that you can do.
01:04:26.585 --> 01:04:27.747
[SPEAKER_02]: It feels generous.
01:04:27.947 --> 01:04:31.952
[SPEAKER_02]: It's not.
01:04:31.932 --> 01:04:47.595
[SPEAKER_01]: Yeah, so then what I do is I used to do that and it would overall people and then they would not do anything and they wouldn't tell me that I'd change their their business or anything and I will give an example I recently spoke in an event A national conference event and there was a lot of people there in the guy taught AI tactics
01:04:47.575 --> 01:04:50.578
[SPEAKER_01]: And you went and told the tools and all the different things and it was great.
01:04:50.658 --> 01:04:52.440
[SPEAKER_01]: Honestly, I had I took notes.
01:04:52.480 --> 01:04:53.521
[SPEAKER_01]: I was like, dude, I'm gonna try that.
01:04:53.842 --> 01:04:54.382
[SPEAKER_01]: This is great.
01:04:54.722 --> 01:04:57.485
[SPEAKER_01]: Then I gave a talk and I did more of what you're talking about.
01:04:57.766 --> 01:05:02.931
[SPEAKER_01]: Change the perspective, shift things, and then I did include a few things.
01:05:03.111 --> 01:05:06.955
[SPEAKER_01]: I did more than one, but I did include a few things that they can do and showed examples.
01:05:07.356 --> 01:05:14.443
[SPEAKER_01]: But I leaned more on shifting the way of thinking rather than how to do the X. Yeah.
01:05:14.423 --> 01:05:21.070
[SPEAKER_01]: But afterwards I got mobbed and I noticed and do these my friend is not I'm not saying anything I'm not talking crap at all, but he did it.
01:05:21.331 --> 01:05:21.953
[SPEAKER_01]: Yeah
01:05:22.169 --> 01:05:29.155
[SPEAKER_01]: And so I realized like that made more of an impact, which if my goal was to get people to do something with this, that's what I wanted.
01:05:29.195 --> 01:05:31.077
[SPEAKER_01]: So like you have to think about the bigger picture.
01:05:31.097 --> 01:05:35.161
[SPEAKER_01]: Yeah, there's a tactical guy in the audience who wants to take all the notes and go execute, but that's not the average person.
01:05:35.181 --> 01:05:36.822
[SPEAKER_01]: The average person is going to get lost in the sauce.
01:05:37.243 --> 01:05:41.186
[SPEAKER_01]: They're not wearing a plot device recording your AI talking going to run it through the GPT afterwards.
01:05:41.206 --> 01:05:42.407
[SPEAKER_01]: They're just going to hear it.
01:05:42.587 --> 01:05:43.788
[SPEAKER_01]: They're going to think it was cool.
01:05:44.129 --> 01:05:46.311
[SPEAKER_01]: And then they're going to hold them and do nothing and you're forgotten.
01:05:46.551 --> 01:05:52.176
[SPEAKER_01]: You're just left and the other part is if I wasn't selling anything that day,
01:05:52.156 --> 01:05:55.000
[SPEAKER_01]: I would have been like, dude, I need to learn this.
01:05:55.020 --> 01:05:56.422
[SPEAKER_01]: I need to get into the how with you.
01:05:57.063 --> 01:05:57.283
[SPEAKER_02]: Yes.
01:05:57.724 --> 01:06:06.355
[SPEAKER_02]: And this is why some of my colleagues, we think that folks who run events, folks like you should actually send out a six month survey.
01:06:06.856 --> 01:06:14.066
[SPEAKER_02]: Six months after an event or three months, maybe call three months after the event, send a survey and ask them a handful of the same questions you asked them in the moment.
01:06:14.346 --> 01:06:16.128
[SPEAKER_02]: I guarantee you will get very different answers.
01:06:16.208 --> 01:06:20.374
[SPEAKER_02]: What you will find out from that survey is that the people that they ranks the top
01:06:20.354 --> 01:06:25.079
[SPEAKER_02]: at the moment in the heat of it are like the best charismatic presenters.
01:06:25.179 --> 01:06:26.741
[SPEAKER_02]: The people who they were just loved.
01:06:26.801 --> 01:06:30.124
[SPEAKER_02]: It was just fun and funny and exciting and they did jump kicks.
01:06:30.745 --> 01:06:31.886
[SPEAKER_02]: Ask them three months later.
01:06:31.926 --> 01:06:37.311
[SPEAKER_02]: They will give you the answers of the people that they're still using what they learned.
01:06:37.331 --> 01:06:38.172
[SPEAKER_02]: They've implemented it.
01:06:38.232 --> 01:06:48.623
[SPEAKER_02]: It's worked and it will be some of the quieter speakers, but it will also be some of the speakers that never rank at the
01:06:49.278 --> 01:06:55.986
[SPEAKER_02]: who have designed their message to move people to action, to get somebody to do something new as a result.
01:06:56.486 --> 01:06:58.689
[SPEAKER_01]: And so when you overteach, it's going to cause a problem there.
01:06:58.729 --> 01:07:02.894
[SPEAKER_01]: So they want to do more, you can get them do one thing, then you can get them to do more.
01:07:02.934 --> 01:07:07.299
[SPEAKER_01]: So it's like, it's a step by step process rather than drowning someone in the deep end of the pool.
01:07:07.479 --> 01:07:09.121
[SPEAKER_01]: Yeah, we're going through the shallow water.
01:07:09.141 --> 01:07:18.272
[SPEAKER_02]: Yeah, I'll give you a real three kind of three step criteria for your action step to make sure that you're getting the action step right because we're kind of talking about it in a very top level way right now.
01:07:18.252 --> 01:07:24.759
[SPEAKER_01]: And by the way, just to give context, if you are coming to do a workshop, which sometimes I am doing a workshop, they paid me to do it a hundred percent.
01:07:24.799 --> 01:07:25.660
[SPEAKER_01]: That's what works a lot more.
01:07:25.680 --> 01:07:28.724
[SPEAKER_01]: Put in the framework, you got to workbook, let's do the work together.
01:07:29.144 --> 01:07:31.347
[SPEAKER_01]: And so sometimes they're like, Neil, because you do a hybrid.
01:07:31.948 --> 01:07:33.069
[SPEAKER_01]: And then I know what I'm getting into.
01:07:33.109 --> 01:07:37.173
[SPEAKER_01]: It's like they're paying you to do a hybrid, not just entertain people and get them to take action.
01:07:37.193 --> 01:07:38.675
[SPEAKER_01]: These are people who already agreed.
01:07:38.996 --> 01:07:41.679
[SPEAKER_01]: These are people who already done some of the stuff you talked about in the beginning.
01:07:41.739 --> 01:07:42.099
[SPEAKER_01]: Yep.
01:07:42.119 --> 01:07:43.701
[SPEAKER_01]: They've made the decision to do things.
01:07:44.141 --> 01:07:47.365
[SPEAKER_01]: And so if I were to come in there and do this talk to that group,
01:07:47.345 --> 01:07:49.790
[SPEAKER_01]: They would probably be disappointed because they came here to actually do things.
01:07:49.810 --> 01:07:53.977
[SPEAKER_01]: So it's important that you guys are applying what we're talking about to the right group.
01:07:54.078 --> 01:08:01.171
[SPEAKER_01]: Like earlier Brian said, hey, if you've got a group of seven or eights on a scale of one to ten, don't go to level two because they'll be disappointed.
01:08:01.231 --> 01:08:04.858
[SPEAKER_01]: Like you need to know who you're talking to and what your the goal of the talk is.
01:08:05.339 --> 01:08:10.348
[SPEAKER_01]: So this is like the high level talk, which is the one that you would give as your, I call this your signature talk.
01:08:10.328 --> 01:08:12.511
[SPEAKER_02]: Yeah, this is a signature talk if you're a speaker.
01:08:12.551 --> 01:08:19.338
[SPEAKER_02]: This is your brand-level communication if you're not like an on-stage speaker, but you're running a company, whatever.
01:08:19.679 --> 01:08:21.681
[SPEAKER_02]: This is the networking conversations that you have.
01:08:21.721 --> 01:08:27.268
[SPEAKER_02]: This is how you get people to engage with you, get into your world where they might want to take another step.
01:08:27.528 --> 01:08:29.210
[SPEAKER_02]: This is the sales conversation.
01:08:29.570 --> 01:08:31.452
[SPEAKER_02]: Stay out of the weeds and the sales conversation.
01:08:31.533 --> 01:08:38.040
[SPEAKER_02]: This is what one of your folks, you know, flew to me to deal with.
01:08:38.020 --> 01:08:39.341
[SPEAKER_02]: He needed help bro.
01:08:39.622 --> 01:08:44.747
[SPEAKER_02]: Well he he did, but he knew that which was beautiful because most people most people's egos are too No, he told me.
01:08:44.907 --> 01:08:45.989
[SPEAKER_02]: He said I need help.
01:08:46.109 --> 01:09:01.986
[SPEAKER_02]: He came to me and he said He literally at one point when he and I were talking about how I might be able to help him Like if we were gonna work together He he at one point he stopped talking in the zoom call and he goes that that looked that you have on your face right now That's the look people have when they sit across from me in a sales conversation
01:09:01.966 --> 01:09:06.213
[SPEAKER_02]: they look confused and overwhelmed just like you do right now and that's what I need to fix.
01:09:06.794 --> 01:09:13.585
[SPEAKER_02]: And so it was like, yeah, in the sales conversation, they need to know almost nothing in order to do business with you.
01:09:13.706 --> 01:09:15.228
[SPEAKER_02]: It's so much less than you think.
01:09:15.949 --> 01:09:16.891
[SPEAKER_01]: Okay, so then okay.
01:09:16.971 --> 01:09:19.435
[SPEAKER_01]: So now let's move on.
01:09:19.415 --> 01:09:22.902
[SPEAKER_01]: the shift perspective shift.
01:09:23.142 --> 01:09:23.363
[SPEAKER_01]: Yes.
01:09:23.703 --> 01:09:24.425
[SPEAKER_01]: And we're moving.
01:09:24.445 --> 01:09:25.487
[SPEAKER_01]: We've give a shift to the paradigm.
01:09:25.627 --> 01:09:27.711
[SPEAKER_01]: And then we're going to actually type what do I actually do?
01:09:27.791 --> 01:09:36.909
[SPEAKER_01]: And then real quick, you were going to say, what is the fitness test or the accepting to what is that action step action steps are simple achievable and time bound.
01:09:37.731 --> 01:09:40.917
[SPEAKER_02]: Simple means they actually understand what it is.
01:09:41.015 --> 01:09:49.892
[SPEAKER_02]: that that sounds obvious, but we could talk for two hours about what that means, but like they actually understand what it is achievable, it's realistic that they could do it.
01:09:49.913 --> 01:09:53.279
[SPEAKER_02]: There's basically no friction involved and time bound.
01:09:53.760 --> 01:09:57.808
[SPEAKER_02]: It can be done soon or in a very, very short period of time.
01:09:58.193 --> 01:10:07.672
[SPEAKER_02]: And my example for this is as a human connection speaker, I listen to a lot of other human connection speakers who are many wonderful people, friends, colleagues of mine, but a lot of them make the mistake at the action step.
01:10:07.772 --> 01:10:11.079
[SPEAKER_02]: They give a great talk, it's beautiful, it's moving, and they get to the action step.
01:10:11.460 --> 01:10:18.514
[SPEAKER_02]: And they say, I want you to go out there, I want you to go out there and make more meaningful connections with people.
01:10:18.494 --> 01:10:20.617
[SPEAKER_02]: that is not simple achievable or time bound.
01:10:20.777 --> 01:10:23.020
[SPEAKER_02]: It's not simple because what is meaningful connections mean?
01:10:23.200 --> 01:10:23.640
[SPEAKER_02]: It's vague.
01:10:23.760 --> 01:10:24.181
[SPEAKER_02]: I don't know.
01:10:24.581 --> 01:10:28.066
[SPEAKER_02]: Two, it's not achievable because you know that it takes to make a meaningful connection.
01:10:28.566 --> 01:10:33.152
[SPEAKER_02]: I have to have the confidence to walk up to a stranger, know how to start that conversation.
01:10:33.172 --> 01:10:37.237
[SPEAKER_02]: There's like nine things involved in that and it's not time bound.
01:10:37.257 --> 01:10:38.939
[SPEAKER_02]: It's just forever and ever, right?
01:10:39.239 --> 01:10:47.910
[SPEAKER_02]: What I do is if I'm going to give an action
01:10:48.295 --> 01:10:48.877
[SPEAKER_02]: It's simple.
01:10:48.937 --> 01:10:50.260
[SPEAKER_02]: You know exactly what that means.
01:10:50.441 --> 01:10:51.464
[SPEAKER_02]: Meet one new person.
01:10:51.624 --> 01:10:52.306
[SPEAKER_02]: It's achievable.
01:10:52.467 --> 01:10:54.913
[SPEAKER_02]: I already taught you earlier in the talk.
01:10:54.934 --> 01:10:58.002
[SPEAKER_02]: I already taught them conversation starters and anyone can use.
01:10:58.572 --> 01:11:00.615
[SPEAKER_02]: and it's timebound before you leave the event.
01:11:01.176 --> 01:11:01.717
[SPEAKER_02]: People can do it.
01:11:01.877 --> 01:11:03.580
[SPEAKER_01]: And people did it, by the way, when you did that.
01:11:03.640 --> 01:11:04.822
[SPEAKER_01]: So this is cool.
01:11:04.842 --> 01:11:07.185
[SPEAKER_01]: And then let's get through these last ones.
01:11:07.205 --> 01:11:10.350
[SPEAKER_01]: And then by the way, guys, this is just, I'm just throwing this out there.
01:11:10.611 --> 01:11:12.233
[SPEAKER_01]: Brian and I talked about this earlier this year.
01:11:12.293 --> 01:11:15.338
[SPEAKER_01]: We're thinking about doing some workshop and some capacity.
01:11:15.358 --> 01:11:15.999
[SPEAKER_01]: We don't know yet.
01:11:16.019 --> 01:11:17.762
[SPEAKER_01]: We're just an idea in the sky right now.
01:11:17.842 --> 01:11:24.512
[SPEAKER_01]: But if you are someone that thinks like, hey, I would love to go deep and actually do the work that Neil and Brian are talking about right now.
01:11:24.492 --> 01:11:28.238
[SPEAKER_01]: Let me know, like let me know in the comments shoot me a DM on Instagram.
01:11:28.278 --> 01:11:43.280
[SPEAKER_01]: That's the best way I check all my DMs so shoot me a DM because if there's enough interest, Brian and I will do that We'll put together something for you and we'll figure it out But I want to know if this is helping you guys first and if it is if you'd want to go deeper So let's move on to the next step we've given them the action step.
01:11:43.360 --> 01:11:43.981
[SPEAKER_01]: What do we do next?
01:11:44.361 --> 01:11:46.144
[SPEAKER_01]: There's two question questions to dance, right?
01:11:46.464 --> 01:11:53.014
[SPEAKER_02]: So given them the action step and then they ask themselves the question is this really worth doing?
01:11:52.994 --> 01:11:58.120
[SPEAKER_02]: So, this is actually, you feel like we already answered that question, because we answered at the stakes right up front.
01:11:58.520 --> 01:12:00.383
[SPEAKER_02]: This is the other version of it.
01:12:00.723 --> 01:12:04.668
[SPEAKER_02]: There's a stakes, there's stakes, and there's sacrifices, and they're on a scale.
01:12:04.708 --> 01:12:07.131
[SPEAKER_02]: I call it the stakes sacrifice of scale, because I'm not that clever.
01:12:07.571 --> 01:12:11.135
[SPEAKER_02]: So, the stakes sacrifice of scale is, there's something at stake.
01:12:11.335 --> 01:12:14.960
[SPEAKER_02]: What do I lose if I don't do this?
01:12:15.440 --> 01:12:16.481
[SPEAKER_02]: And there's a sacrifice.
01:12:16.802 --> 01:12:18.664
[SPEAKER_02]: What do I lose if I do?
01:12:18.863 --> 01:12:21.370
[SPEAKER_02]: everything we do has a sacrifice.
01:12:21.390 --> 01:12:23.356
[SPEAKER_02]: We're going to give something up to trade-off.
01:12:23.476 --> 01:12:24.118
[SPEAKER_02]: It's a trade-off.
01:12:24.519 --> 01:12:29.152
[SPEAKER_02]: And so, I can simplify all of behavior change down to just this.
01:12:30.114 --> 01:12:31.438
[SPEAKER_02]: If the stakes
01:12:31.722 --> 01:12:33.767
[SPEAKER_02]: feel worse than the sacrifice, they will do it.
01:12:34.248 --> 01:12:37.255
[SPEAKER_02]: If the sacrifice feels worse than the stakes, they won't.
01:12:37.576 --> 01:12:41.044
[SPEAKER_02]: I can just simplify all of the history of behavior and just find it's down to that.
01:12:41.666 --> 01:12:44.733
[SPEAKER_02]: And it's not that simple, but it really does come down to that for speakers.
01:12:44.853 --> 01:12:49.765
[SPEAKER_02]: And so, they're asking themselves the question, okay, I now think differently about this.
01:12:49.745 --> 01:12:54.592
[SPEAKER_02]: I know exactly what I'm supposed to do, but they're going to have to make a sacrifice to do that thing.
01:12:54.913 --> 01:13:00.661
[SPEAKER_02]: And so you have to now paint a picture of what success looks like if they do this thing you just did.
01:13:00.921 --> 01:13:05.027
[SPEAKER_02]: You have to make the sacrifice feel smaller than what they lose if they don't.
01:13:05.047 --> 01:13:08.152
[SPEAKER_02]: So this is where you would show long term positive benefits.
01:13:08.252 --> 01:13:14.301
[SPEAKER_02]: Talk about what's going to work out for them in the long run, now is your time to do what you're actually used to doing in market.
01:13:14.281 --> 01:13:19.749
[SPEAKER_01]: Okay, and really quick, I've seen people, is this a mistake or is this the tweak that you can make?
01:13:20.129 --> 01:13:40.137
[SPEAKER_01]: I've seen people show some of these successful outcomes earlier in the talk to keep people bought in to stick around to the end because I feel like the payoffs coming, but we've done a lot of work, and now you're getting to the end, what about the guy who tuned out at minute six, beck of at the 40 minute talk because he was like, you know what, is this even worth it?
01:13:40.437 --> 01:14:03.154
[SPEAKER_01]: Yeah, so there's like somebody say something in the beginning like by the way, I'm going to show you a specific example of how this led to millions of dollars for people just like or hundreds of dollars for people just like you so stick around like or stick with me on this so like you can you can do this in the premise the premise is the very opening of the talk that's when you actually answer that first question is is this worth my time was relevant to me.
01:14:03.134 --> 01:14:04.395
[SPEAKER_02]: So you should have already answered it.
01:14:04.415 --> 01:14:05.377
[SPEAKER_02]: You should have already answered that.
01:14:05.397 --> 01:14:11.984
[SPEAKER_02]: We kind of skimmed the past because we were talking specifically about the problem, but typically what you're doing in the premise is identifying the want and the problem.
01:14:12.224 --> 01:14:12.965
[SPEAKER_02]: The known want.
01:14:12.985 --> 01:14:14.807
[SPEAKER_02]: What do people know that they want?
01:14:15.188 --> 01:14:17.991
[SPEAKER_02]: If you identify, we know that you want this thing.
01:14:18.131 --> 01:14:19.713
[SPEAKER_02]: Like, you know, we all want this.
01:14:20.153 --> 01:14:24.678
[SPEAKER_02]: But unfortunately, and then you identify the problem, you've got people with relevance.
01:14:24.778 --> 01:14:27.201
[SPEAKER_02]: The want should have people
01:14:27.181 --> 01:14:28.482
[SPEAKER_02]: focused on the outcome.
01:14:28.803 --> 01:14:54.268
[SPEAKER_02]: At this point of the talk, you're really doing what Marker is my call value stack at this point of the going, when you do this, when you do this thing, I just told you, when we're thinking this new way, you will find that you get this and this and this, and this, and this, and this, and it's been, and now you're just giving them all these reasons to outweigh the sacrifice, like for me, I'm in connection with the time, the awkwardness
01:14:54.248 --> 01:14:56.731
[SPEAKER_02]: It's just going, or it could be like possible.
01:14:58.192 --> 01:15:01.696
[SPEAKER_01]: Maybe the cost, yeah, any of the financial costs, too.
01:15:01.756 --> 01:15:04.799
[SPEAKER_02]: Like whatever it is that you're, there's a gravitational thing that's at stake.
01:15:04.819 --> 01:15:06.961
[SPEAKER_02]: There's always a sack or looking like an idiot.
01:15:07.442 --> 01:15:10.665
[SPEAKER_02]: Yes, looking like an idiot is one of the primary reasons people do not do things.
01:15:10.685 --> 01:15:12.007
[SPEAKER_02]: They're worried about looking like an idiot.
01:15:12.147 --> 01:15:15.571
[SPEAKER_02]: And the keys you don't want to address the negative things at this point, the talk.
01:15:15.691 --> 01:15:18.113
[SPEAKER_02]: Anything negative is early, we're moving from negative to positive.
01:15:18.193 --> 01:15:23.479
[SPEAKER_02]: So out of the talk, we're now just going, and people, you know, we've worked, this is a great time for a case study.
01:15:23.459 --> 01:15:25.762
[SPEAKER_02]: a lot of people put case studies at the very beginning of a talk.
01:15:26.483 --> 01:15:29.066
[SPEAKER_02]: This tells the audience they're going to be sold.
01:15:30.107 --> 01:15:39.878
[SPEAKER_02]: People in media, and this is like this, like mid 2010's marketing funnel webinar hacky thing that worked for a little while until people wized up to it.
01:15:40.319 --> 01:15:47.627
[SPEAKER_02]: What happens when you put that case study really early is for the most part, like you can do a quick, like in your
01:15:47.607 --> 01:15:48.829
[SPEAKER_02]: Why should you listen to me?
01:15:48.869 --> 01:15:50.692
[SPEAKER_02]: You can do the quick like I've trained these people.
01:15:50.732 --> 01:15:57.502
[SPEAKER_02]: I've done these things You don't want to go deep into a case study early because people go a pitch is coming Yeah, it just puts up for now.
01:15:57.522 --> 01:16:01.908
[SPEAKER_01]: We've already got to the end and then I'm like Here's John here's Susan.
01:16:01.928 --> 01:16:14.086
[SPEAKER_02]: Yes, now here's someone that you can identify with and look how great they're doing as a result of Following everything that we just talked about okay cool, and then the last step is closing out how do you do the or what's the last question people are asking?
01:16:15.068 --> 01:16:16.770
[SPEAKER_02]: So what was this all about again?
01:16:17.037 --> 01:16:20.162
[SPEAKER_02]: You would talk it for a while, they've heard a lot of things.
01:16:20.182 --> 01:16:22.406
[SPEAKER_02]: They've gone on a journey, their minds are crazy.
01:16:22.927 --> 01:16:27.915
[SPEAKER_02]: You must recap the core message before the end of the talk.
01:16:28.015 --> 01:16:30.459
[SPEAKER_02]: I cannot tell you how many speakers I said at the back of the room.
01:16:30.900 --> 01:16:32.002
[SPEAKER_02]: And everything was good.
01:16:32.042 --> 01:16:33.084
[SPEAKER_02]: It's really enjoyable.
01:16:33.104 --> 01:16:35.668
[SPEAKER_02]: It's good action steps there that this people are ready.
01:16:36.209 --> 01:16:39.955
[SPEAKER_02]: And then they were just like, so yeah, so I'm gonna be at the back of the room.
01:16:40.015 --> 01:16:41.678
[SPEAKER_02]: I'm gonna be doing things just like,
01:16:41.658 --> 01:17:08.048
[SPEAKER_02]: No, remind people you were just talking for 20 minutes 30 minutes and how or even if it was only five or 10 minutes people Gotta remember give them the they're ready for it to be over by the time you hit the success portion of the talk The case study portion and like that they can feel this is winding down and you got to get off the stage as quickly from the moment They start to feel like oh, I think this speech is coming to an end You have to get off the stage as soon as possible after that.
01:17:08.448 --> 01:17:10.230
[SPEAKER_02]: So don't belabor this
01:17:10.413 --> 01:17:14.096
[SPEAKER_01]: People sometimes people talk for way too long after they can feel it's like a movie.
01:17:14.197 --> 01:17:15.718
[SPEAKER_01]: I saw a thing that never ended.
01:17:16.038 --> 01:17:17.560
[SPEAKER_01]: It was, yeah, yeah, ending never ended.
01:17:17.720 --> 01:17:19.121
[SPEAKER_01]: Like, dude, dude, land the plane.
01:17:19.141 --> 01:17:21.003
[SPEAKER_01]: Or some, yeah, land the plane exactly.
01:17:21.023 --> 01:17:22.404
[SPEAKER_01]: We've been circling their portion.
01:17:22.424 --> 01:17:25.347
[SPEAKER_02]: Yeah, I literally use the same amount of land the plane.
01:17:25.587 --> 01:17:28.250
[SPEAKER_02]: So, they're asking, what was this all about again?
01:17:28.310 --> 01:17:32.814
[SPEAKER_02]: And so, give them the one liner, remind them of the core message.
01:17:33.314 --> 01:17:38.479
[SPEAKER_02]: So, if you're this kind of person and you're looking for this, do this thing.
01:17:38.459 --> 01:17:42.063
[SPEAKER_02]: Mike drop one final sentence, which is, again, that's a whole workshop on how to do it.
01:17:42.083 --> 01:17:46.168
[SPEAKER_01]: Yeah, and then there's a, and then more advanced version, you could tell a story there to wrap it up.
01:17:46.188 --> 01:17:47.430
[SPEAKER_01]: Yeah, a multiple, a multiple.
01:17:47.450 --> 01:17:49.332
[SPEAKER_02]: A story is a great way to wrap it up, right?
01:17:49.352 --> 01:17:58.103
[SPEAKER_02]: There's lots of advanced things that you could do, but the one thing you must do is deliver the core message of the talk as one of if not the very last things you say.
01:17:58.183 --> 01:18:00.506
[SPEAKER_01]: And this is the thing that keeps it memorable for people.
01:18:00.746 --> 01:18:05.732
[SPEAKER_02]: Yeah, I mean, the last words of my talk at Ford are we're just, say, the thing.
01:18:06.016 --> 01:18:11.919
[SPEAKER_02]: I can't tell you how many people have since forward have come to me, DME thing and they remember that.
01:18:11.939 --> 01:18:16.617
[SPEAKER_02]: They remember it was a talk about clear communication because the very lasting I said was just say the thing.
01:18:16.732 --> 01:18:18.895
[SPEAKER_02]: And so it's like, that's it, this is all we need it.
01:18:18.915 --> 01:18:24.644
[SPEAKER_02]: If I didn't say that though, it could get wrapped up in the magic tricks I did in the stories I told and all this other stuff.
01:18:25.004 --> 01:18:25.665
[SPEAKER_01]: That makes sense, man.
01:18:25.685 --> 01:18:31.815
[SPEAKER_01]: So this is, guys, this is the secret sauce that will have people listen to you, how people respect you.
01:18:32.355 --> 01:18:37.343
[SPEAKER_01]: And honestly, it doesn't have to be like the soul framework that you address all those things.
01:18:37.363 --> 01:18:38.204
[SPEAKER_01]: That's for a talk.
01:18:38.585 --> 01:18:41.669
[SPEAKER_01]: But if you're in a quick meeting, you can do a microversion of this.
01:18:41.750 --> 01:18:42.891
[SPEAKER_01]: There's a 10 minute version.
01:18:42.931 --> 01:18:45.355
[SPEAKER_01]: There's a 20 minute, a 40 minute version.
01:18:45.335 --> 01:19:00.576
[SPEAKER_01]: There's a one minute version where you're addressing the most important parts of those eight questions that people have, but I just think there's nothing more powerful than putting yourself in the audience Perspectate like putting yourself in their shoes and really think about it from their perspective like
01:19:00.556 --> 01:19:02.018
[SPEAKER_01]: Are you meeting people where they're at?
01:19:02.398 --> 01:19:05.002
[SPEAKER_01]: That's why you really, like, hearing out their concerns.
01:19:05.062 --> 01:19:06.404
[SPEAKER_01]: What would they be opposed to this?
01:19:06.624 --> 01:19:12.772
[SPEAKER_01]: You know, it's like, that whole eight-mile thing where it's like, Eminem called out all the reasons before the dude even had a chance to say it.
01:19:13.232 --> 01:19:19.300
[SPEAKER_01]: Like, you can handle so many problems by just addressing it in your communication and just watch the benefits.
01:19:19.360 --> 01:19:20.181
[SPEAKER_01]: It's so crazy.
01:19:20.201 --> 01:19:24.226
[SPEAKER_01]: So, if we had to tie a bow on this conversation, Brian, what would you say?
01:19:24.967 --> 01:19:27.070
[SPEAKER_01]: Like, well, how would you wrap up what we just did?
01:19:27.944 --> 01:19:29.587
[SPEAKER_02]: How would I wrap up what we just did?
01:19:29.647 --> 01:19:32.932
[SPEAKER_02]: Ideas don't speak for themselves, people do.
01:19:33.753 --> 01:19:36.137
[SPEAKER_02]: So speak up and speak clearly for your ideas.
01:19:36.718 --> 01:19:39.422
[SPEAKER_02]: Yes, clarity over confusion.
01:19:39.783 --> 01:19:41.605
[SPEAKER_01]: That's a lairity over everything.
01:19:41.726 --> 01:19:43.308
[SPEAKER_01]: Yes, so guys, be clear.
01:19:43.348 --> 01:19:45.792
[SPEAKER_01]: If this helped you, please let us know in the comments.
01:19:45.892 --> 01:19:49.598
[SPEAKER_01]: Also put Brian's Instagram so you can DM him.
01:19:49.578 --> 01:20:09.696
[SPEAKER_01]: And on from on his IG and then also let us know if we should bring Brian back because I've had a few people come back and we can go deeper on any of the things that we talked about today and then Also let us know if you think we should do a workshop because I think that might be the next step for people who are really wanting to take this to the next level But until then, thank you Brian and we will see all of you on the next show