1 00:00:00,299 --> 00:00:04,979 announcer: marketer of the Day episode 848 impact speaker 2 00:00:04,979 --> 00:00:08,729 Academy, communicate and monetize your message with Odell 3 00:00:08,729 --> 00:00:09,179 Possehl 4 00:00:13,440 --> 00:00:15,750 Robert Plank: Welcome back to the podcast, we're here with 5 00:00:15,780 --> 00:00:19,680 Odell Vissel from Odell speaks.com. And Odell is a 6 00:00:19,680 --> 00:00:23,040 business coach who teaches entrepreneurs and small business 7 00:00:23,040 --> 00:00:26,280 owners how to double their income with public speaking. 8 00:00:26,340 --> 00:00:30,540 He's the author of 10 books, he's partnered with over 240 9 00:00:30,540 --> 00:00:34,650 colleges as a motivational speaker. And he even has worked 10 00:00:34,650 --> 00:00:38,310 with the military to teach communication skills to emerging 11 00:00:38,310 --> 00:00:41,640 professionals in 45. states. So Doug, glad to be talking to you. 12 00:00:42,360 --> 00:00:45,660 Unknown: I'm happy to be here happy to be amongst the people 13 00:00:45,690 --> 00:00:47,610 for sure. Yes, let's get into it. 14 00:00:47,970 --> 00:00:50,610 Robert Plank: Let's get into it. Indeed. So what do the people 15 00:00:50,610 --> 00:00:53,910 need to know what has been your your passion, your motivation, 16 00:00:53,940 --> 00:00:57,360 what is missing out there in the world that you have been putting 17 00:00:57,360 --> 00:00:57,900 out there? 18 00:00:58,980 --> 00:01:02,190 Unknown: I think and I don't know if if your audience will 19 00:01:02,190 --> 00:01:05,970 really fully grasp what I'm about to say. So I'm gonna try 20 00:01:05,970 --> 00:01:10,590 to say it slow, is if you can't get your customer, your client 21 00:01:10,590 --> 00:01:13,500 to feel something, then the likelihood of them buying from 22 00:01:13,500 --> 00:01:17,850 you is very low. So that's really, overall, anything 23 00:01:17,850 --> 00:01:21,450 connected to communication, public speaking, motivational 24 00:01:21,450 --> 00:01:24,840 speaking, is really just a mechanism designed to get people 25 00:01:24,840 --> 00:01:28,680 to feel something. And so that's kind of been my overall thing 26 00:01:28,680 --> 00:01:32,790 ever, I would say, since the US really started honing in to the 27 00:01:32,790 --> 00:01:36,870 business part of speaking about 2016 2017. 28 00:01:37,890 --> 00:01:40,560 Robert Plank: Okay, and you know, that subject has been on 29 00:01:40,560 --> 00:01:44,130 my mind quite a bit, maybe the last couple of years of a lot of 30 00:01:44,130 --> 00:01:47,130 what people like you and me do as marketers is we take 31 00:01:47,130 --> 00:01:50,820 something that's maybe boring or uninteresting, and then add the 32 00:01:50,820 --> 00:01:53,310 emotion to it. Like what comes to mind is what when you say 33 00:01:53,340 --> 00:01:55,590 people feeling something, sometimes you think like, you 34 00:01:55,590 --> 00:01:58,860 know, like the feed a kid in Africa for nine cents a day, and 35 00:01:58,860 --> 00:02:00,990 you hear the Sarah McLachlan song. And yet you feel 36 00:02:00,990 --> 00:02:04,140 heartwarming. But also, when you say like feeling something what 37 00:02:04,140 --> 00:02:07,350 comes to mind for me is Dollar Shave Club, those types of guys 38 00:02:07,350 --> 00:02:09,720 where they have funny commercials, and you're taking 39 00:02:09,720 --> 00:02:13,200 something boring, like shaving equipment, and then adding in a 40 00:02:13,200 --> 00:02:17,340 story adding in characters adding in relatability. And so 41 00:02:17,340 --> 00:02:21,630 as far as what you have been specifically doing people you've 42 00:02:21,630 --> 00:02:25,500 been working with, specifically, how do you add that feeling to 43 00:02:25,500 --> 00:02:26,280 your messaging? 44 00:02:27,270 --> 00:02:29,400 Unknown: Well, first and foremost, it's about 45 00:02:29,820 --> 00:02:34,020 understanding how you feel about whatever it is you're offering. 46 00:02:34,470 --> 00:02:39,990 And if you can feel something, I'll give you an example, as a 47 00:02:39,990 --> 00:02:42,990 speaker, and I'm using air quotes, for those that can't see 48 00:02:42,990 --> 00:02:48,510 me as a speaker, you would think it's all kind of rah, rah, or 49 00:02:48,540 --> 00:02:53,880 lecture type stuff for people on the outside looking in. And 50 00:02:53,880 --> 00:02:58,470 people can become successful speakers, if they really feel 51 00:02:58,470 --> 00:03:01,620 something for their audience. So that's the first thing that I do 52 00:03:01,620 --> 00:03:05,340 when I when I talk to clients or talk to individuals, small 53 00:03:05,340 --> 00:03:09,090 business owners, what do you feel about it? And if you're a 54 00:03:09,090 --> 00:03:12,300 service based entrepreneur, if you're an internet marketer, how 55 00:03:12,300 --> 00:03:16,980 do you feel past the money because this is one thing 56 00:03:16,980 --> 00:03:19,320 straight here, we're all in business, you want to make 57 00:03:19,320 --> 00:03:23,610 money, but pass that? What do you feel and then we kind of 58 00:03:23,610 --> 00:03:27,420 take that feeling and figure out how we can transmit that feeling 59 00:03:27,450 --> 00:03:30,720 or the feeling of getting that result or that outcome to the 60 00:03:30,720 --> 00:03:35,370 client, then it's less about if you're an attorney, making sure 61 00:03:35,370 --> 00:03:39,420 that they feel good about that process, but feel better about 62 00:03:39,450 --> 00:03:43,530 let's say, estate planning. And you you feel more relieved, you 63 00:03:43,530 --> 00:03:47,490 feel like you've taken care of business accounting, that as of 64 00:03:47,490 --> 00:03:51,090 this recording is the end of the year, my my accounts are 65 00:03:51,090 --> 00:03:53,910 straight. And I remember when it wasn't like that, and everything 66 00:03:53,910 --> 00:03:57,570 was frantic. So getting them just that core feeling as it 67 00:03:57,570 --> 00:04:00,750 relates to the result that they get. And then you add your 68 00:04:00,750 --> 00:04:05,970 personality. So I love Dollar Shave Club when the guy he it's 69 00:04:05,970 --> 00:04:09,480 funny at right is just hilarious. And he's talking 70 00:04:09,480 --> 00:04:13,080 about all these different stories, but that's probably his 71 00:04:13,080 --> 00:04:17,010 or the brand's personality. So what's your personality? It 72 00:04:17,010 --> 00:04:20,580 doesn't have to be funny. It could be thoughtful, it could be 73 00:04:20,580 --> 00:04:23,490 the Sarah McLaughlin all look at the puppy, right? It could be 74 00:04:23,490 --> 00:04:26,730 that, but you have to tap into that for you. And that's what I 75 00:04:26,730 --> 00:04:30,150 feel like the deepest part of communications, interpersonal 76 00:04:30,150 --> 00:04:33,660 communication, and what you say to you about what you have to 77 00:04:33,660 --> 00:04:34,110 offer. 78 00:04:35,010 --> 00:04:37,320 Robert Plank: And the way that you present that it's, it's 79 00:04:37,320 --> 00:04:40,890 doable, because otherwise you say, well, I give you all to buy 80 00:04:40,890 --> 00:04:44,070 from me, how do I get people to feel something? But if you say, 81 00:04:44,070 --> 00:04:49,020 Well, let me look inside first and how do I feel and then maybe 82 00:04:49,020 --> 00:04:53,190 translate that or, or more fat into getting someone else to 83 00:04:53,220 --> 00:04:56,520 feel something similar? And then you say, add this layer of your 84 00:04:56,520 --> 00:05:00,450 personality on top of that, to me, that seems like easy. Baby 85 00:05:00,450 --> 00:05:03,270 steps of saying, well, here's, here's my goal. Well, here's I 86 00:05:03,270 --> 00:05:06,030 want people to be so excited. And I want to figure out how to, 87 00:05:06,570 --> 00:05:10,290 you know, make estate planning fun or make accounting fun. And 88 00:05:10,290 --> 00:05:13,560 then you kind of go through the steps to to figure it out here, 89 00:05:13,560 --> 00:05:17,250 so and so you mentioned some examples. But is there a fun 90 00:05:17,430 --> 00:05:21,480 case study success story that you feel like sharing that is 91 00:05:21,480 --> 00:05:25,020 like it really happen? It's a real client, you have just to 92 00:05:25,020 --> 00:05:28,080 sort of show you off a little bit and tell people how, how 93 00:05:28,080 --> 00:05:31,920 amazing you are at this whole message crafting process? 94 00:05:32,460 --> 00:05:36,450 Unknown: For sure, so one client that sticks out to me is 95 00:05:36,450 --> 00:05:41,310 actually somebody that is, I want to say ahead of me in my 96 00:05:41,310 --> 00:05:45,120 profession. And so this is a lesson for anybody listening. If 97 00:05:45,120 --> 00:05:48,840 you feel some some type of way, or you have any impostor 98 00:05:48,840 --> 00:05:53,280 syndrome, well, I'm new, or I haven't been in this for a long 99 00:05:53,280 --> 00:05:57,000 time. What can I help somebody else do this case study is from 100 00:05:57,000 --> 00:06:00,660 somebody who's been in business longer than me who's made more 101 00:06:00,660 --> 00:06:06,900 money than me. And his big thing is he loved to act. He loved the 102 00:06:06,900 --> 00:06:12,630 arts, but it wasn't making them any money. And so the specific 103 00:06:12,660 --> 00:06:18,210 advice that I gave him was, well, why don't you do an anti 104 00:06:18,210 --> 00:06:22,140 campaign? Again, using air quotes. So whatever the majority 105 00:06:22,140 --> 00:06:25,530 of people think about something, you just say, Well, no, that's 106 00:06:25,530 --> 00:06:28,560 not how it is. And so in the speaking world, there is an 107 00:06:28,560 --> 00:06:32,850 international organization called Toastmasters and 108 00:06:32,880 --> 00:06:36,600 Toastmasters. They, they've been in business for a long time, 109 00:06:36,840 --> 00:06:39,960 helping speakers learn how to speak but they don't help 110 00:06:39,960 --> 00:06:43,860 speakers or how to make money. And so my client, we were going 111 00:06:43,860 --> 00:06:48,480 back and forth. I said, Why don't you kind of intellectually 112 00:06:48,480 --> 00:06:52,440 talk about about Toastmasters? See what they don't help 113 00:06:52,650 --> 00:06:56,640 speakers? Do you talk about that in an anti marketing type of 114 00:06:56,640 --> 00:07:00,750 way, anti Toastmasters type of way. And the way that he said, 115 00:07:01,080 --> 00:07:06,780 we came up with burnt Toastmaster, burnt toast. And so 116 00:07:06,840 --> 00:07:11,160 just little skits online, he does a lot of Instagram stuff. 117 00:07:11,490 --> 00:07:14,730 So just a little skits we're talking about, well, this is 118 00:07:14,730 --> 00:07:19,380 what a bad speech looks like. showing clips of that. And this 119 00:07:19,380 --> 00:07:23,130 is what a good speech looks like. So with that case, study, 120 00:07:23,160 --> 00:07:26,460 the example I want to bring out is a commentary on what's 121 00:07:26,460 --> 00:07:29,280 already out there. And so if you're listening to this, and 122 00:07:29,280 --> 00:07:33,030 you're trying to figure out how you can position, your service, 123 00:07:33,030 --> 00:07:36,090 or your brand, or your company, look at what's already out there 124 00:07:36,090 --> 00:07:39,750 and commentate on it. You can do it creatively on social media, 125 00:07:39,750 --> 00:07:42,570 you can do it creatively on YouTube, you can do it in an 126 00:07:42,570 --> 00:07:46,740 email campaign. But all you do is you observe and you need to 127 00:07:46,740 --> 00:07:50,340 be a very, very, very intentional observer in the 128 00:07:50,340 --> 00:07:53,970 marketplace to see what's going on. And then you say, I like 129 00:07:53,970 --> 00:07:57,990 what they're doing. But if they added just this one point, they 130 00:07:57,990 --> 00:08:00,570 can do it a little better. So you have a split screen 131 00:08:00,570 --> 00:08:04,230 commentary on whatever that is. And that's a good step. Because 132 00:08:04,230 --> 00:08:07,620 then you start creating content around that, then people will be 133 00:08:07,620 --> 00:08:11,520 drawn to the initial thing. So in my clients example, it was 134 00:08:11,520 --> 00:08:14,130 Toastmasters. Oh, I've heard Toastmasters. But I never heard 135 00:08:14,130 --> 00:08:18,000 of this guy. So I've heard it tells me that Oh, Bert tells 136 00:08:18,540 --> 00:08:21,630 he's trying to make fun of let's see what he's saying. And then 137 00:08:21,660 --> 00:08:24,810 it gets them into what you're talking about whether good or 138 00:08:24,810 --> 00:08:29,130 bad, for better or for worse. And then once they're into that, 139 00:08:29,490 --> 00:08:32,490 if it clicks, if it attracts them, then that's a client. If 140 00:08:32,490 --> 00:08:35,250 it doesn't, then it's not a client right now. So that's what 141 00:08:35,250 --> 00:08:38,220 I would say add some commentary that was already going on. Maybe 142 00:08:38,220 --> 00:08:42,960 do a little anti campaign respectfully, and intellectually 143 00:08:42,960 --> 00:08:43,530 Of course. 144 00:08:44,279 --> 00:08:46,949 Robert Plank: And that's a fun template, I can see how the 145 00:08:46,949 --> 00:08:52,349 humor is maybe not built in not guaranteed, but easier to get to 146 00:08:52,349 --> 00:08:54,689 and what you're reminding, and especially with the the 147 00:08:54,689 --> 00:08:58,529 observational humor, because what you're reminding me of is, 148 00:08:58,679 --> 00:09:01,979 you always see these skits that are like, like, it's like every, 149 00:09:02,069 --> 00:09:05,579 every conversation about blank or like the five people you meet 150 00:09:05,579 --> 00:09:09,509 in New York City, or like when COVID-19 first became a thing, 151 00:09:09,509 --> 00:09:13,019 and all these companies sent out all these emails that just said 152 00:09:13,019 --> 00:09:16,169 nothing. And they say, well, here's our COVID-19 policy, how 153 00:09:16,169 --> 00:09:19,379 we care and I saw some YouTube skit that was like every 154 00:09:19,529 --> 00:09:23,609 COVID-19 email and then you're reminding me of some of these 155 00:09:23,609 --> 00:09:27,089 channels that do like the Honest Trailers where they'll they'll 156 00:09:27,119 --> 00:09:30,089 show the trailer of a movie or show clips of a movie, but then 157 00:09:30,119 --> 00:09:33,839 the commentaries instead, like all the the times that the movie 158 00:09:33,869 --> 00:09:37,169 went to this trope, or this cliche or like this observation, 159 00:09:37,169 --> 00:09:39,539 or like, they have a thing called, like pitch meetings 160 00:09:39,539 --> 00:09:43,409 where it's these, these two guys and they're reenacting, like how 161 00:09:43,409 --> 00:09:46,199 such and such movie came to be like, how, how a latest 162 00:09:46,199 --> 00:09:48,689 Terminator movie came to be, and then they're saying like, Well, 163 00:09:48,689 --> 00:09:50,909 should we do this thing that smart about the movie? Oh, no, 164 00:09:50,909 --> 00:09:53,339 we'll do this other thing thing and so that doesn't make any 165 00:09:53,339 --> 00:09:56,489 sense. And so it's you're, you're bringing to mind like 166 00:09:56,489 --> 00:09:59,999 five different examples at the same time of the observation. 167 00:09:59,999 --> 00:10:05,039 humor, and then kind of doing the anti campaign which as you 168 00:10:05,039 --> 00:10:08,279 mentioned, it draws in all kinds of people, right? If someone is 169 00:10:08,279 --> 00:10:11,219 already in Toastmasters or already likes Toastmasters, they 170 00:10:11,219 --> 00:10:15,029 might tune in just to say, Well, what like, what are they saying 171 00:10:15,029 --> 00:10:17,909 bad about it. And then if someone is not in Toastmasters, 172 00:10:17,909 --> 00:10:20,699 or they tried before and quit, or they're reluctant about it, 173 00:10:20,729 --> 00:10:22,889 they might be drawn for their for their relatability 174 00:10:23,249 --> 00:10:25,919 relatability. So that's interesting to think about as 175 00:10:25,919 --> 00:10:32,039 far as observational, anti that but also respectfully, and then 176 00:10:32,039 --> 00:10:36,419 you kind of seeing where it goes from there. And so as far as the 177 00:10:36,479 --> 00:10:40,109 mistakes people are making the things that they are not doing 178 00:10:40,109 --> 00:10:44,489 correctly, that just drives you crazy, but they could fix some 179 00:10:44,489 --> 00:10:47,699 of these things up since that was even the topic of your your 180 00:10:47,699 --> 00:10:51,149 little Toastmaster a skit right is what could be improved? What 181 00:10:51,149 --> 00:10:55,049 could be better? So as far as the speakers, presenters, 182 00:10:55,049 --> 00:10:58,559 entertainers that you see where people missing mark? And where 183 00:10:58,559 --> 00:11:01,199 could they do a lot better with minimal effort? 184 00:11:01,889 --> 00:11:06,329 Unknown: Yeah, I think the big thing for everybody, no matter 185 00:11:06,329 --> 00:11:09,479 what industry, you think you're in, no matter what business you 186 00:11:09,479 --> 00:11:12,479 think you're in, there is an element of public speaking, 187 00:11:12,479 --> 00:11:15,599 involve, if you want to get paid, if you don't want to get 188 00:11:15,599 --> 00:11:19,919 paid, and you know, you don't have to involve it. But there's 189 00:11:19,919 --> 00:11:22,649 always an element of it. And if when you're doing public 190 00:11:22,649 --> 00:11:26,789 speaking, there's always some sort of performative act. And so 191 00:11:26,789 --> 00:11:29,939 I just wanted to say that for anybody listening, you don't 192 00:11:29,939 --> 00:11:32,429 think well, my business has anything to do with speaking. 193 00:11:32,819 --> 00:11:35,339 Yes, it does. Your business has everything to do with speaking 194 00:11:35,369 --> 00:11:38,549 if you want your business to do really well. And the biggest 195 00:11:38,579 --> 00:11:43,289 mistake that I see is that people are talking at their 196 00:11:43,289 --> 00:11:48,209 customer, and not speaking with their customer. Here's what I 197 00:11:48,209 --> 00:11:53,669 mean. Talking, I have a five year old son, he can talk he Oh, 198 00:11:53,699 --> 00:11:57,149 boy, you, you could have had him Rob on your podcast, and he 199 00:11:57,149 --> 00:11:59,819 would just be talking talking talking, you'd ask a question, 200 00:11:59,819 --> 00:12:02,129 he wouldn't respond to it. He just be talking because he's 201 00:12:02,129 --> 00:12:05,759 five. And he just wants to let you know everything that he 202 00:12:05,759 --> 00:12:08,969 knows. That's what a lot of entrepreneurs do. They want 203 00:12:08,969 --> 00:12:13,079 their customer know everything they know, and not speaking with 204 00:12:13,079 --> 00:12:17,909 them. And so the very first thing, he drives me crazy, 205 00:12:17,909 --> 00:12:22,679 because I used to do it, is I used to raise my hand stand up 206 00:12:22,679 --> 00:12:26,219 on the platform and say, I'm so great because of this, this, 207 00:12:26,219 --> 00:12:30,059 this, this, this, this, this, this and this? No, don't do 208 00:12:30,059 --> 00:12:36,149 that. Talk about your clients speak with your customer. Listen 209 00:12:36,179 --> 00:12:38,879 to them, I'll give you a real life example. I just came back 210 00:12:38,879 --> 00:12:42,449 from a mastermind retreat. One thing that I've I'm always super 211 00:12:42,449 --> 00:12:46,019 intentional about in my business and helping my clients is you 212 00:12:46,019 --> 00:12:48,509 find your ideal client. Everybody knows that everybody's 213 00:12:48,509 --> 00:12:53,369 heard that. But you interview your ideal client. And so 214 00:12:53,399 --> 00:12:57,719 instead of pumping out all of these guesses, lead magnets that 215 00:12:57,719 --> 00:13:03,539 might work. Why not offer a lead opportunity. And here's what I 216 00:13:03,539 --> 00:13:08,669 mean by a lead opportunity lead magnet, it ideally I attracts 217 00:13:08,669 --> 00:13:12,629 your ideal client, because it's a topic or something that 218 00:13:12,629 --> 00:13:16,259 they're already thinking about. A lead opportunity goes a step 219 00:13:16,319 --> 00:13:20,039 before that. It's a prequel to that, where you're literally 220 00:13:20,069 --> 00:13:23,729 asking them, hey, what's going on? You're asking them about the 221 00:13:23,729 --> 00:13:26,819 conversation? Well, how can I set up a lead opportunity to do 222 00:13:26,819 --> 00:13:29,009 it? Well, if you're listening to this podcast, or you listen to 223 00:13:29,009 --> 00:13:33,689 podcasts at all, you could create an entire podcast 224 00:13:33,899 --> 00:13:41,009 specifically for your customer. and interview them. I'm saying 225 00:13:41,009 --> 00:13:46,289 this slow, because I wanted to sink in what works on you can 226 00:13:46,289 --> 00:13:50,849 work for you. So if you're listening and consuming 227 00:13:50,849 --> 00:13:54,779 podcasts, your customer probably is too but maybe a different 228 00:13:54,779 --> 00:13:58,109 genre, maybe a different topic, find out what that is. And when 229 00:13:58,109 --> 00:14:02,189 you start interviewing people, and Rob, you know this all the 230 00:14:02,339 --> 00:14:05,789 episodes you've created, you get to know people, certain people 231 00:14:05,789 --> 00:14:11,459 get to like, and we all know this we buy from people we know, 232 00:14:11,489 --> 00:14:16,499 like and trust. So instead of you just saying, Well, I am so 233 00:14:16,499 --> 00:14:20,849 great. Hey, let's see what makes things so great about you. Look, 234 00:14:21,479 --> 00:14:24,839 what's your job, like? What's your lifestyle, like? And then 235 00:14:24,839 --> 00:14:29,279 you have all the data. And then you can create lead more 236 00:14:29,279 --> 00:14:33,389 appropriate, more targeted lead magnets, and then you know what 237 00:14:33,389 --> 00:14:36,239 they want. And after you know what they want, you just give 238 00:14:36,239 --> 00:14:39,719 them what they want with the feeling that they want. And it 239 00:14:39,719 --> 00:14:43,889 makes marketing so easy. So that was that's a long answer to your 240 00:14:43,889 --> 00:14:48,509 short question about biggest mistakes. But we as marketers, 241 00:14:48,569 --> 00:14:51,749 especially those that don't have the big bank rolls and trust 242 00:14:51,749 --> 00:14:55,529 funds and all those different things. We've got to speak with 243 00:14:55,859 --> 00:15:00,239 our customers versus just well I think that they will like This, 244 00:15:00,239 --> 00:15:03,179 let's see, let's spend a lot of money testing this versus I 245 00:15:03,179 --> 00:15:07,919 would rather test my hypotheses in intimate conversations at 246 00:15:07,919 --> 00:15:12,029 scale, versus let me just throw some money at Facebook ads or 247 00:15:12,029 --> 00:15:13,619 whatever and see if that works. 248 00:15:14,700 --> 00:15:17,880 Robert Plank: It makes logical sense that and you're mentioning 249 00:15:17,880 --> 00:15:21,030 your your son where he can talk and talk, you reminded me of me 250 00:15:21,030 --> 00:15:24,210 when I was at age, same deal, and talk and talk. And then you 251 00:15:24,210 --> 00:15:28,020 get into junior high high school and you're trying to date girls, 252 00:15:28,020 --> 00:15:30,660 and you're talking too much. And you're talking yourself out of a 253 00:15:30,660 --> 00:15:33,990 date, or you're ruining the relationship. But then I'm a 254 00:15:33,990 --> 00:15:36,720 married guy now. And I have a kid. And after a while, it 255 00:15:36,720 --> 00:15:41,280 clicked with me with this whole dating thing to stop and listen 256 00:15:41,370 --> 00:15:45,360 and ask questions and give her what she wants, instead of just 257 00:15:46,050 --> 00:15:49,620 trying being crazy and throwing every single idea at the wall, 258 00:15:49,740 --> 00:15:52,770 and having kind of more of the back and forth. And it's such a 259 00:15:52,770 --> 00:15:56,430 cliche, but it makes so much sense the way that that you talk 260 00:15:56,430 --> 00:15:59,760 about it. And even I was in Toastmasters for a few years, 261 00:15:59,760 --> 00:16:03,810 but I quit when the pandemic and zoom kind of you know, headaches 262 00:16:03,810 --> 00:16:09,900 happens. But what I think what I got a lot out of that was in the 263 00:16:10,050 --> 00:16:14,790 teasing the actual information and hiding the information in a 264 00:16:14,790 --> 00:16:19,410 story, making it fun dealing with the audience feedback, 265 00:16:19,530 --> 00:16:26,160 asking for permission to say this or as or, or identify this 266 00:16:26,160 --> 00:16:29,400 problem or kind of involve them in some way, even if that 267 00:16:29,400 --> 00:16:32,640 audience was not speaking and just having a lot more fun with 268 00:16:32,640 --> 00:16:37,260 it. And as you say, people have so much information that they 269 00:16:37,260 --> 00:16:39,960 would just love to give you a tidal wave and dump it all out. 270 00:16:39,960 --> 00:16:44,370 But there is a way to repackage it and make it fun, and make it 271 00:16:44,370 --> 00:16:48,270 stick and make it not just be a laundry list of all these things 272 00:16:48,270 --> 00:16:52,830 to know. And so kind of keeping that in mind. You're all about 273 00:16:53,190 --> 00:16:56,910 public speaking, and increasing your income with public 274 00:16:56,910 --> 00:16:59,520 speaking. So if someone came to you and said, Oh, Dale, I've 275 00:16:59,520 --> 00:17:02,370 heard about this public speaking thing. What do I have to do? Do 276 00:17:02,370 --> 00:17:07,650 I need to come up with a sizzle reel? Or demos or my TED Talk? 277 00:17:07,650 --> 00:17:10,800 Make a Website? Do I need to make a spreadsheet and contact 278 00:17:10,800 --> 00:17:17,070 venues? What is the condensed master plan for making money 279 00:17:17,070 --> 00:17:18,060 with public speaking? 280 00:17:18,929 --> 00:17:21,869 Unknown: Yeah, the condensed master plan is this, you have to 281 00:17:21,869 --> 00:17:24,929 decide which route you want to go, there are two major routes. 282 00:17:24,959 --> 00:17:29,189 So the one major route is the route that in which I've made 283 00:17:29,189 --> 00:17:32,669 about a million dollars speaking through speaking fees, so it's 284 00:17:32,669 --> 00:17:36,749 just somebody pays me to come in and speak to their group. 285 00:17:36,929 --> 00:17:39,659 There's that route. And then the other route is if you're an 286 00:17:39,659 --> 00:17:42,089 entrepreneur, if you're a small business owner, and you want to 287 00:17:42,089 --> 00:17:45,989 use public speaking, as a marketing medium, there's that 288 00:17:45,989 --> 00:17:50,609 route. And so depend, first decide what route you want to go 289 00:17:50,609 --> 00:17:54,299 if you want somebody to actually pay you to come in and speak. 290 00:17:55,049 --> 00:17:58,259 Choose that route. If you have a business and you're successful, 291 00:17:58,259 --> 00:18:00,809 you just want to increase your revenue, you want to do 292 00:18:00,809 --> 00:18:04,619 something that way, then you choose that. If you want to get 293 00:18:04,619 --> 00:18:07,649 paid to speak, if you want somebody to pay you money to 294 00:18:07,649 --> 00:18:10,499 speak for their audience, the biggest thing you have to do is 295 00:18:10,529 --> 00:18:15,239 identify who is hosting events that call for speakers. So 296 00:18:15,239 --> 00:18:18,509 before you get your sizzle reel together before you put on your 297 00:18:18,509 --> 00:18:21,809 website, that you're a speaker. And a lot of people don't like 298 00:18:21,929 --> 00:18:27,209 this, but it's the absolute most critical thing to do. And it 299 00:18:27,209 --> 00:18:31,109 doesn't take long. So when I say do research, when you hear that 300 00:18:31,109 --> 00:18:35,519 word, a lot of people goes back to if Well, if you were in 301 00:18:35,519 --> 00:18:39,839 college, when I was before the internet is what it is, we had 302 00:18:39,839 --> 00:18:43,499 the internet, I graduated 2007. So we had the internet, but I 303 00:18:43,499 --> 00:18:48,509 still had to go to the library in the stacks to find stuff. So 304 00:18:48,509 --> 00:18:50,489 if you think a research like that, you might be thinking 305 00:18:50,489 --> 00:18:55,019 about it. In that vein, no. You just have to find events in 306 00:18:55,019 --> 00:18:59,369 which they call for speakers, then you look at those events 307 00:18:59,369 --> 00:19:04,259 based on your expertise and your experience. So I was I am but I 308 00:19:04,319 --> 00:19:07,889 was really big in the college market when I first started 309 00:19:07,889 --> 00:19:12,839 because I was super young. And so I was 2223 years old, fresh 310 00:19:12,839 --> 00:19:16,379 out of college, speaking at colleges, about how students can 311 00:19:16,379 --> 00:19:20,459 be successful in college. So I was really big there because my 312 00:19:20,459 --> 00:19:24,059 expertise and my experience was directly connected to the 313 00:19:24,089 --> 00:19:28,979 outcome that the booker wanted. The Booker wanted students to 314 00:19:28,979 --> 00:19:31,889 graduate from college successfully matriculate into a 315 00:19:31,889 --> 00:19:35,339 career. So I was the living embodiment of that. So think 316 00:19:35,339 --> 00:19:40,619 about what you're the living embodiment of. And then you 317 00:19:40,619 --> 00:19:46,109 identify what events are shaped around that outcome. So if it's 318 00:19:46,109 --> 00:19:50,729 entrepreneurship, what do people want entrepreneurs to do make 319 00:19:50,729 --> 00:19:55,619 more money faster with less effort? So you just find events 320 00:19:55,649 --> 00:20:00,119 that have that and then you reach out to those event It 321 00:20:00,119 --> 00:20:04,679 planners. And the way you reach out I suggest is you create some 322 00:20:04,679 --> 00:20:08,759 sort of lead opportunity for them like we discussed before. 323 00:20:09,059 --> 00:20:12,599 So I mentioned these steps before you go about, well, I'm 324 00:20:12,599 --> 00:20:15,119 putting together my sizzle reel or all that. Now, if you have 325 00:20:15,119 --> 00:20:18,119 that stuff, that's great, but you just have to shape your 326 00:20:18,119 --> 00:20:21,629 message around it. So that it gets to the sales process. And 327 00:20:21,629 --> 00:20:24,299 the sales process can be made super easy if you're looking for 328 00:20:24,299 --> 00:20:27,839 people to pay you, because they're looking to know just a 329 00:20:27,839 --> 00:20:30,359 few things first, that you can speak and you're not going to 330 00:20:30,359 --> 00:20:33,509 bore their audience to death. That's the first thing they're 331 00:20:33,509 --> 00:20:36,929 looking for that second, they're looking for some substance to 332 00:20:36,929 --> 00:20:40,139 the speech. So if you have that expertise, that experience 333 00:20:40,139 --> 00:20:42,809 they're looking for what that is. And then lastly, they're 334 00:20:42,809 --> 00:20:47,699 looking for some personality. Because unless you're a big name 335 00:20:47,699 --> 00:20:50,369 a big celebrity or something like that, they don't, they 336 00:20:50,369 --> 00:20:56,519 don't want you to just be a robotic speaker. So once you 337 00:20:56,609 --> 00:21:00,089 identify those elements and get them together, so much easier to 338 00:21:00,089 --> 00:21:03,479 sell, because you can then speak to the outcome, because you've 339 00:21:03,479 --> 00:21:06,269 done that research or what have you. And really quick I'll touch 340 00:21:06,269 --> 00:21:09,599 on, if you already have a business, and you want to use 341 00:21:09,599 --> 00:21:13,499 public speaking to further your business, here's the biggest 342 00:21:13,499 --> 00:21:16,679 thing you have to do, identify who your customers have been, 343 00:21:16,829 --> 00:21:20,249 and assemble them and create more environments in which they 344 00:21:20,249 --> 00:21:23,999 want to buy for you. That's the biggest thing. So host an event 345 00:21:24,269 --> 00:21:29,849 host a party, a party or a party, I'm doing a party for my 346 00:21:29,849 --> 00:21:34,319 VIP clients, you name whatever VIP is in your book, it could be 347 00:21:34,319 --> 00:21:37,859 virtual, because depending on where you are listening to this, 348 00:21:37,859 --> 00:21:41,999 there's another variant. So you can make it virtual to make 349 00:21:41,999 --> 00:21:45,059 everybody feel better. And this is something Rob that most 350 00:21:45,059 --> 00:21:49,139 people won't get. I hope they get it though, give them a 351 00:21:49,139 --> 00:21:53,819 monetary incentive for coming to set event initially. Here's what 352 00:21:53,819 --> 00:21:57,599 I mean by that. So you don't host the super famous public 353 00:21:57,599 --> 00:22:01,019 speaking seminar where they pay $1,000 to come see you. 354 00:22:01,199 --> 00:22:04,199 Remember, we're talking to your existing clients, people that 355 00:22:04,199 --> 00:22:07,439 have already put money in your pocket, giving you give them a 356 00:22:07,439 --> 00:22:13,589 2030 $50 gift to come, the way they qualify to come to this 357 00:22:13,589 --> 00:22:18,059 event, is by doing steps that will allow you to eventually go 358 00:22:18,059 --> 00:22:20,969 deeper with them. So you have them fill out a form. And you 359 00:22:20,969 --> 00:22:24,839 say, Hey, pass this form along Via email through social media, 360 00:22:25,019 --> 00:22:27,869 with two or three other people that might could use my 361 00:22:27,869 --> 00:22:31,019 services, you do these things, you come to the event, you get 362 00:22:31,019 --> 00:22:36,569 $50. Then when you do that, you assemble them, you're the star 363 00:22:36,569 --> 00:22:40,769 and however you put it together. But most companies, especially 364 00:22:40,769 --> 00:22:44,249 small business owners, they don't do that. Just assemble a 365 00:22:44,249 --> 00:22:47,129 small group of people who can be 50, people can be 100 people 366 00:22:47,339 --> 00:22:51,209 virtually or in person and do that. And you just get in the 367 00:22:51,209 --> 00:22:54,449 rhythm of doing that. And you'll bring in more revenue than you 368 00:22:54,449 --> 00:22:55,109 ever thought about. 369 00:22:56,220 --> 00:22:58,230 Robert Plank: That's amazing. These are great ideas. And these 370 00:22:58,230 --> 00:23:01,860 are things that they're very easily implemented. And maybe a 371 00:23:01,860 --> 00:23:05,760 lot of people just haven't thought about these simple 372 00:23:06,090 --> 00:23:09,210 events that could be created, even online, you don't even have 373 00:23:09,210 --> 00:23:12,780 to rent out a venue, you just, you know, figure out that this 374 00:23:12,780 --> 00:23:15,330 like Zoom meeting or this webinar or something like that, 375 00:23:15,450 --> 00:23:18,450 and and just connect with people, because how will the 376 00:23:18,450 --> 00:23:22,770 heck else? Are they going to keep you on their radar? How 377 00:23:22,770 --> 00:23:27,360 else are they going to know what new? What new things you have 378 00:23:27,360 --> 00:23:30,090 going on? How else will they know to buy from you if you're 379 00:23:30,090 --> 00:23:34,500 not creating those opportunities to network with them, and be 380 00:23:34,500 --> 00:23:37,110 there with them and have the lead opportunities and have them 381 00:23:37,110 --> 00:23:41,190 on your podcast and all that fun stuff. And so I'm filing away in 382 00:23:41,190 --> 00:23:45,030 the mental filing cabinet, that question you said, What are you 383 00:23:45,150 --> 00:23:48,360 the living embodiment of I think that's really powerful. And 384 00:23:48,360 --> 00:23:52,230 you're reminding me in general, the importance of reverse 385 00:23:52,230 --> 00:23:56,340 engineering and of saying, well, here's where I want to end up in 386 00:23:56,370 --> 00:24:00,330 people who have succeeded with public speaking, they've made on 387 00:24:00,330 --> 00:24:03,750 one of these two tracks. So I decided which track I see what 388 00:24:03,750 --> 00:24:07,530 that that end goal is, which is their speaking at some event, 389 00:24:07,620 --> 00:24:10,260 and then I backtrack and say, Well, what does that event 390 00:24:10,290 --> 00:24:13,830 organizer want out of the event and then a back shot beset from 391 00:24:13,830 --> 00:24:17,010 that and say, how do we reach out to them? And how do I get 392 00:24:17,010 --> 00:24:20,520 the conversation started? And it's all very doable as long as 393 00:24:20,580 --> 00:24:23,760 we keep in mind what you're telling us to begin with the end 394 00:24:23,760 --> 00:24:27,390 in mind and then backtrack from there. And I think that you 395 00:24:27,390 --> 00:24:30,570 mentioned that the internet developing I think that such an 396 00:24:30,570 --> 00:24:33,960 important internet skill is this reverse engineering thing like 397 00:24:33,960 --> 00:24:39,480 you want to have a profile on a on a speaker site or a freelance 398 00:24:39,480 --> 00:24:42,720 site or you have like an E commerce setup on Amazon. 399 00:24:42,900 --> 00:24:46,650 There's some kind of some kind of intangible skill there of 400 00:24:46,680 --> 00:24:49,530 seeing what seems to be successful right? You look at an 401 00:24:49,530 --> 00:24:52,350 Amazon page, someone's selling some ecommerce product and then 402 00:24:52,350 --> 00:24:55,830 you reverse engineer will how did they develop that? How did 403 00:24:55,830 --> 00:24:59,130 they get those reviews? Are those products screenshots? Not 404 00:24:59,130 --> 00:25:03,300 to be an exact copycat but to model what seems to be working 405 00:25:03,300 --> 00:25:07,500 and then adding in some of your own minor nuggets to stand out 406 00:25:07,500 --> 00:25:10,350 and then taking those things and then looking at the feedback 407 00:25:10,350 --> 00:25:14,100 from the marketplace, you're getting a ton of ideas fired off 408 00:25:14,100 --> 00:25:17,640 your Odell from just by speaking to you. And so we're nearing the 409 00:25:17,670 --> 00:25:21,630 tail end of our conversation and people connect with with you, if 410 00:25:21,630 --> 00:25:23,760 they had that know, like, and trust that you mentioned 411 00:25:23,760 --> 00:25:27,720 earlier, and they say, Man, oh, Dale has a lot figured out, I 412 00:25:27,720 --> 00:25:31,440 want more of what he is putting out, I want to find out more 413 00:25:31,440 --> 00:25:34,230 about him. What's the company? What's the website? Where do 414 00:25:34,230 --> 00:25:34,920 people go? 415 00:25:35,640 --> 00:25:38,280 Unknown: Sure, you can go to public speaking profits.com. 416 00:25:39,090 --> 00:25:43,110 When you go to public speaking profits.com, there is a free 417 00:25:43,170 --> 00:25:48,390 mini course, that basically walks you through this. And as 418 00:25:48,390 --> 00:25:52,560 of this recording is free, we might have like a $1 trial or 419 00:25:52,560 --> 00:25:56,430 something like that. But it's very low, low barrier to entry. 420 00:25:56,820 --> 00:25:59,370 Because we want to get it out there and realizing and 421 00:25:59,370 --> 00:26:03,750 understanding that there's a message connected to whatever 422 00:26:03,750 --> 00:26:07,980 you're selling. And that message is a part of the solution. And 423 00:26:07,980 --> 00:26:11,190 we want to put as many good messages and good solutions out 424 00:26:11,190 --> 00:26:15,030 there. So you go to public speaker profits.com Get that 425 00:26:15,030 --> 00:26:18,270 mini course. It'll be the best way to contact me if you're on 426 00:26:18,270 --> 00:26:21,300 Instagram or LinkedIn, I'm on there. I'm the only Odell 427 00:26:21,300 --> 00:26:26,070 bazille on the planet I think. I think I'm not sure but pretty 428 00:26:26,070 --> 00:26:30,120 sure. So feel free to connect with me on there. And if you say 429 00:26:30,120 --> 00:26:34,260 that you heard me on the marketer of the day podcast, 430 00:26:34,530 --> 00:26:38,340 then I'll respond. But other than that, my system probably 431 00:26:38,340 --> 00:26:42,090 won't respond. Because I get a lot of DMS about some weird 432 00:26:42,090 --> 00:26:42,570 stuff. 433 00:26:43,470 --> 00:26:45,660 Robert Plank: Yeah, it's the internet that's just built in. 434 00:26:45,930 --> 00:26:51,060 Yeah, so, so wonderful. So Fine. Odell Buzzell, on all the places 435 00:26:51,060 --> 00:26:54,480 where social media platforms are where your favorite one is 436 00:26:54,570 --> 00:26:57,150 mentioned, the marketer of the day podcasts. That way you can 437 00:26:57,240 --> 00:27:00,330 jump to the front of the line, be the VIP be the person that 438 00:27:00,330 --> 00:27:03,360 actually gets the messages read. And at the very least, I mean, 439 00:27:03,360 --> 00:27:06,540 so many people appear on podcasts, and they don't really 440 00:27:06,540 --> 00:27:09,030 know what's coming back. They don't really get the thanks that 441 00:27:09,030 --> 00:27:11,760 they deserve for taking the time and dispensing this knowledge. 442 00:27:11,760 --> 00:27:15,270 So why not take a second out of your day to thank Odell for 443 00:27:15,540 --> 00:27:18,240 going on podcasts such as these and spreading his message and 444 00:27:18,240 --> 00:27:21,270 send him that quick message and think about when someone sends 445 00:27:21,270 --> 00:27:24,900 you a quick message and you feel pretty good. Do that for him and 446 00:27:24,900 --> 00:27:27,510 you'll feel good by sending it so everybody wins. And then 447 00:27:27,510 --> 00:27:31,470 public speaking profits.com is the place to take the next step. 448 00:27:31,470 --> 00:27:34,800 If you've made it this far in the podcast conversation, you 449 00:27:34,800 --> 00:27:38,040 know that this is something that has you interested in whether 450 00:27:38,070 --> 00:27:41,340 you have a career or you're an entrepreneur or you want to 451 00:27:41,340 --> 00:27:44,340 focus on speaking in general or you want to improve your public 452 00:27:44,340 --> 00:27:48,270 speaking skills, whatever you are doing to get yourself 453 00:27:48,270 --> 00:27:52,710 further in life can be so much easier if you are an 454 00:27:52,740 --> 00:27:57,720 interesting, interested, exciting, excited public speaker 455 00:27:57,780 --> 00:28:00,450 and the place to take the next step is public speaking 456 00:28:00,450 --> 00:28:03,540 profits.com and we will see you there and thanks so though for 457 00:28:03,540 --> 00:28:06,510 solving by and dropping some excellent knowledge bombs on us. 458 00:28:10,020 --> 00:28:15,060 D of wine podcast.com forward Slash Free. Go there right now 459 00:28:15,090 --> 00:28:19,140 to see what you could be missing in your podcast. Maybe you 460 00:28:19,140 --> 00:28:22,890 aren't active enough on social media? Are you writing and 461 00:28:22,890 --> 00:28:26,880 broadcasting an email for every episode of your podcast? Do you 462 00:28:26,880 --> 00:28:30,030 follow up with your podcast guests? Do you do things to make 463 00:28:30,060 --> 00:28:33,690 your podcast interview and content creation easier? Go to 464 00:28:33,690 --> 00:28:39,270 do fly podcast.com/free to claim your gift right now.