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Contents

THEDO-NOT-SKIP-THISINTRODUCTIONCanOneGreatPresentationChangeEverythingforYourBusiness?MakeYouRich?Influential?Powerful?byDanKennedy

SECTIONI

PUTTINGTOGETHERYOURMOSTPOWERFULPRESENTATION

CHAPTER1WillYouBeanAmateuroraPro?byDanKennedy

CHAPTER2HowToBeFearlessasaPresenterbyDustinMathews

CHAPTER3KnowledgeofYourAudienceIsPowerbyDanKennedy

CHAPTER4WhatISaPresentation?byDanKennedy

CHAPTER5

TheSpeakers’Formula™byDaveVanHoose1:GrabAttention2:BuildRapport3:GainCredibility4:TargetProblems5:DeliverSolution6:SetExpectations7:SocialProof8:ShowBenefits9:IrresistibleOffer10:No-RiskGuarantee11:GiveDeadline12:CalltoAction

CHAPTER6IrresistibleOfferArchitecture®byDustinMathews

Triangle1:HotButtonsTriangle2:AddedValueTriangle3:Reassurance

CHAPTER7TheStructureofPromisesbyDanKennedy

FourWaystoStructureaGreatPromise

CHAPTER8Presentainer®SecretsofMassPersuasionbyDaveVanHoose

1:LeadingandEnding2:TheYesState3:TheSeven-MinuteRule4:Dynamism

CHAPTER9DemonstrationinPresentationsbyDanKennedy

CHAPTER10SomeoneToSpeakandPresentTobyDustinMathews

CHAPTER11NoTwoAudiencesAreCreatedEqualbyDanKennedy

SECTIONII

PRESENTATIONSANDONLINEMEDIA

CHAPTER12ThePowerofWebinarsandOnlineMediaHowtoSpeakWhileYouSleepbyDustinMathews1:Traffic2:Registration3:BuildExcitement4:ThePresentation5:FollowUp...LikeCrazy!6:StickandOverdeliver

CHAPTER13It’sTVbyDanKennedy

CHAPTER14StealthSeminar:AutomateYourPresentationsandProfitsbySpecialGuestExpertGeoffRonningWhatIsStealthSeminar?WhyStealthSeminar?

WhatDoesaStealthSeminarWebinarLookLike?IsUsingStealthSeminarEthical?AutomatedWebinarsversusLiveWebinarsTypesofStealthSeminarEvents

SECTIONIII

FOLLOW-UPTOPRESENTATIONS

CHAPTER15TurningLeftoversintoRichMealsbyDanKennedy

CHAPTER16ThePost-PresentationConversationbyDustinMathews

CHAPTER17TheBestStoryWins—orDoesIt?byDanKennedy

CHAPTER18HowtoFuelaBusinesswithEffectivePresentations:CaseHistorybyMikeCrow$52+MillionBusinesseswiththeSameFuelWhyDon’tYouAlreadyHaveaGreatCircleofConnectorsBringing

YoualltheNewCustomersYouCanHandle?StopNetworkingStartConnecting,withConnectorsHowtoGetPositiveResultswithAudiencesofConnectors

AbouttheAuthorsOtherBooksByDanKennedy

Index

FreeGiftOffer

W

THEDO-NOT-SKIP-THISINTRODUCTION

CanOneGreatPresentationChangeEverythingforYourBusiness?

MakeYouRich?Influential?Powerful?

byDanKennedy

hat’s the saying?Womenwant him andmen want to be likehim.

Having a powerful presentation, stepping to a stage or beingonvideo,anddeliveringthatpresentationeffectivelycanchangea

lot of things, for a person and for that person’s business. It can do somethingevenbigger...

PresidentDonaldJ.Trump.Ifyoucanlookatitasanobjectlesson,objectively,youknowthatthisisan

unprecedented political/marketing miracle. It has many convergent, causativefactors, including his opponent. But central to President Trump’s h-u-g-e-l-ysuccessful destruction of virtually every norm and believed requirement ofcampaigningwashismasteryofpowerfulpresentations.TheTrumprallieswerebrilliantly organized and choreographed events with his own presentation ascenterpiece.Were it not for his very deliberate effectiveness at delivering hispresentations,hewouldnotbethe45thPresidentoftheUnitedStates.Andmakeno mistake, his presentations differed significantly from normal campaignspeechesinanumberofimportantways.Thatspecificanalysisisbeingdoneby

othersandmightbedonebymeinadifferentplaceatadifferenttime.Iraiseithereonly toset thestage for thisbookasdemonstrationofwhat theability tocraftanddeliveratrulypowerfulpresentationcandoorbe—virtuallyunlimited,altering or upsetting an entire industry or order, even putting an improbablePresident into theWhiteHouse. Surely, there is a powerful presentation to becraftedandpresentedbyyou,capableofachievingwhateveryourchiefpurposemaybe.

Comparatively,fewownersofMainStreetbrick-and-mortarbusinesses—thebutchers, bakers, and candlestick makers of the world—ever figure this out,develop a powerful presentation about what they do, and use it to attractcustomers.Buttheoneswhodooftenfindprofoundcompetitiveadvantageandaccomplishamazingthings.Asanexample,TomandNickKaradzahavebuiltahugelyprofitablerealestatebrokerageinTorontospecializinginsellinghomesasinvestmentstonoviceandproinvestors,andtheyhavebuiltthatbusinessonthe strength of powerful presentations delivered in their office to prospectaudiences, online, and at larger seminars filled by their own advertising.Comparatively, few private practice professionals like chiropractors, dentists,childpsychologists,lawyers,CPAs,andinvestmentadvisorseverfigurethisout,developapowerfulpresentationaboutwhattheydo,anduseittoattractpatientsorclients,but theoneswhodooftenfindprofoundcompetitiveadvantageandaccomplishamazingthings.MattZagula,myco-authoroftheNoB.S.GuidetoTrust-Based Marketing, has a seven-figure-income financial practice in apainfullysmallmarketthathasbeenfueledby“EveningwiththeAuthor”eventsandhispowerfulpresentationsatthoseevents.Similarly,aprivateclientofmineinthesamefield,JamesLange,usesseminarsonvariedfinancialsubjectstofuelhis practice. Dr. Westermeier has mastered the use of in-office seminars on“Better Living with Dental Implants” marketed through his patients to theirfamilymembersandfriends.Hispresentationworkssowellandhissystemformarketinghisin-officeseminarsissoeffective,hehaswoundupwithasecondbusinesslicensingit todentistsallacrossthecountry.Peopleinvirtuallyeveryfield are enjoying outsized incomes, immunity from price commoditization,attraction of better caliber customers, and strong competitive advantage byowning and using their own powerful group presentations and selling one tomany instead of one to one. There are relatively few in every field, in everymarket.Buttheyarethriving,andyoucantoo.

That’swhyyou’rehere,isn’tit?Youhavecometotherightplace.Ipouredrocketfuelintomyownbusinessesandfortunewithonepowerful

presentation delivered more than 400 times over nine years to an aggregateaudience exceeding 3 million people. Doing so created direct revenuesexceeding$1millionayear, and itwas thechiefbuilderof a company I latersoldfortensofmillionsofdollars.Italsowasamediaplatformandsubscriptionmembershipthatsupportedmeverywellforover25years,andtosomeextentstill does. Within that business, many powerful, million-dollar-producingpresentationswere and continue to be crafted and delivered live to audiences,onlineinwebcastsandmulti-pieceVSLs(videosalesletters)leadinguptolivewebcasts,andbyaudioCDsandDVDs.Youcanlookinonthatbusinessasitlives todayathttp://GKIC.com.Itallcameto lifebecauseof theonepowerfulpresentationandmyabilitytodeliveritasspeaker/performer.

Canonegreatpresentationmakeyourich?Absolutely.Thatwas so forme,personally. I’vealsohelpedconceive, craft, andwrite

powerful presentations presented via half-hour TV infomercials that have, intotal, driven billions—with aB—of dollars of revenue and built brandsworthbillions.I’vehelpedindividualsgetpowerfulpresentationstogetherandmastertheirdeliveryto,inturn,raisetheirortheirbusiness’sprominence,promotetheircauseorcharity,andmakethemselvesfamousasauthorsorexperts.Ifyouaregoing to establish yourselfwith the Triangle of Power that I use and teach—Authority, Credibility, and Celebrity—an essential item is a book, and thesecondessentialitemisapresentation.

Can one great presentation launch, fuel, and build an entire company?Absolutely.

In B2B, creating and delivering powerful presentations can make a hugedifference. The leader in marketing management software for diverse smallbusinesses and midsized companies in which I’m a founding investor,Infusionsoft (www.infusionsoft.com), was launched and built by severaldifferentpresentationsdeliveredfirstbytheirCEOandhispartner,thenbyotherspeakers representing the company. Another “Planet Dan” company,3DMailResults (http://3DMailResults.com), is the leading provider of adspecialties, promotional products, “lumpy mail” items and complete mailingcampaigns utilizing such items. It has been fueled by Travis Lee’s dynamicpresentation that teaches and demonstrates the “why” and the “how” of usingthiskindofdirectmail.MyclientJayGeierlaunchedwhatisnowoneof,ifnot,thelargest trainingandconsultingcompanies indentistry,SchedulingInstitute,withonegreatpresentationabouttherightandwronghandlingofincomingcallsin dental offices. Today, the company has two physical campuses—inAtlanta

and Phoenix—conducts over a thousand trainings in dental offices each year,and is an enormously valuable enterprise. Just asWalt always reminded folksthat“itallstartedwithamouse,”thisallstartedwithapresentation,deliveredtoaudiencesofdentists.

Canonepresentationgiveanordinarybusinessanextraordinaryadvantage?Absolutely.

At theMainStreet, local level,onegreat speechcandifferentiateadoctor,lawyer, financial advisor, school operator, restaurant owner, real estate agent,etc., etc., from all competitors and peers andmake them a leading expert andfamous celebrity in their market. Years back, a client of mine, David Apts,fueled exceptionally profitable physical therapy clinics with his Back Safetyclass,deliveredregularlytotheemployeesofthefactories,coalplants,andotherindustrialcompanies inhisarea, in theirworkplaces.Thispre-emptedallotherpractitioners for all these workers’ compensation cases. This somewhatreplicatedasystemthatapartnerandIhadinventedforsellinglargequantitiesofMace®-likechemicaldeterrentkeychainsandotherself-defenseproductsbysendingspeakers intoall sortsofcompaniesandoffices toconduct freeCrimeSafetyclasses.Evenstores likeHomeDepot®drivesaleswith in-storeclassesforcustomers.Yes,thisrequiressomecreativeimagination.Butthegenesisforit is there: If your business has customers, thatmeans that some presentationrelated towhatpeopledowithwhat theybuyfromyourbusinesswillhaveanaudience.Andyoucansafelybetthatifyoufigurethisoutandrunwithit,yourclosecompetitorswon’t.

At the national level, one great presentation delivered via online video,entirely automated, can circumvent normal distribution channels, sell direct toconsumers,andbeaself-operatingincomemachine.OneofthesethatIcreatedforaclientnineyearsagohasputmoney inhisbankaccounteverydayof itslife,allthewaytothepresent,untouchedbyhumanhands,whilehespendsalotofhis timeonhisboat.Thinkabouthowhappyhe is,eachmonthplacingonecalltohismailinghouseanddirectingthemtomail10,000,25,000,or50,000ofhisdirect-mailpieces,lettingthosemailingsbringhisaudiencetohisautomatedwebinar,andgettingdailyemailverificationsofordersprocessedandthedailybank depositmade. This isn’t freakish or fantasy. It is very doablewithwhatyou’lldiscoverinthisbookinadditiontotheresourcesitrecommends.

If you want to see one fine-tuned presentation after another enablinginventors, manufacturers, and entrepreneurs to bypass all traditional salesdistribution channels and barriers, tune into the home shopping TV channels

QVCandHSNforafewdaysoratleastafewhours.Youwillseebakedgoods,steaks,candy,andall sortsof food items,homeandbusinessgadgets, fashion,jewelry, gardening tools, you-name-it sold by powerful presentations and byindividuals—usually thebaker, the rancher, thecandymaker, the inventor, thedesigner, the personbehind the brand—delivering them.My friend and client,the late JoanRivers,was, for years, the number-one sales presenter onQVC,whichattachedtoanever-expandingportfolioofproductsbearinghername.Shewas notwinging it. Each product’s presentationwas crafted to be a powerfulpresentation.

Thisbookisaboutthatcraftsmanship.Inthisbook,I’vepartneredwithmyfriendDustinMathews,whoheadsupa

remarkableagencyanditsteam,aquasi-factorywithaquasi-assemblyline,forcreating powerful, leverageable presentations for businesspeople of everyimaginabletype‘n’stripe,hundredsoftimeseveryyear.Hestartswiththerawmaterial of an individual’s life, interests, stories, experiences, nature of hisbusinessorprofession,and,ofcourse,hisobjectivesatoneendoftheassemblyline.Attheotherend,insteadofashinynewcardrivingoff,ashinynewpowerpresentationcomesoff—withscript,MSPowerPoint®slides,othervisualaids,video media, or whatever else is needed for it to be used successfully forinfluence,promotion,orprofit.Inshort,hehasrefinedanarttoasystem,and,justasHenryFordmadethemotorcaraffordableforthemassesbyhisassemblyline,Dustinhasmadedevelopingandowningpowerpresentationsaffordableforjust about anyone,whether entrepreneur, professional, author, or expert. Fromhisconstant,dailyexperiencewithmovingonepersonafteranotherthroughhisprocess, hehas settledoncertain conclusions, principles, strategies, structures,modes of storytelling, and sales tactics that are reliable “best practices” forcreatingpowerpresentationsasado-it-yourselfer—foranypurpose—evenone-time-use purposes like a Monday morning staff meeting or a specificpresentationtoyourcorporateboard.Asmanyasyouneed,asoftenasyouneedthem.

ToreturntoPresidentTrumpforamoment...He created what Dave VanHoose explains in this book is a Signature or

Stadium Presentation. He assembled target-selected audiences to deliver it to,and multiplied its reach beyond those in-person events with media. Hispresentation can be dissected by Dustin Mathews’ presentation formulas. IffollowingthiscanputanunlikelycandidateintotheWhiteHouse,whatmightitdoforyou?

Let’sfindout...

ImportantInvitation

Youdonotneedtowaituntilyou’vereadthebooktoconnectwithitsauthorsforadditionalfreeresources,information,andmore!

DustinMathewsandDaveVanHooseareatwww.SpeakingEmpire.com

andextensionsofthisbookareathttp://NoBSPresentations.com.

DanKennedy’snewsletters,associationformarketing-orientedentrepreneurs,andawiderangeofresourcesbasedonhismethods

canbefoundandaccessedathttp://GKIC.com.

ThereisaspecialofferfromGKIConpage165.

SECTIONI

PUTTINGTOGETHERYOURMOSTPOWERFULPRESENTATION

“A

CHAPTER1

WillYouBeanAmateuroraPro?

byDanKennedy

lltheworld’sastage...”wroteShakespeare,whomadehislivingcreatingpresentationsforpeopletoperform.

We make our way through life creating and deliveringpresentations.

Inyourmind,youplayouthowyouwillaskheroutforadate,howyou’llpropose,howyou’llhave“thetalk”withyourson,howyou’lltakethecarkeysawayfromyourfather—thenyoudeliverthesepresentations.Youimagineyourpresentationstoyourboss,yourassociates,yourboardofdirectors,yourclientsbefore you deliver them.Most people only do this: imagine, deliver. A smallpercentageofpeoplechoosetoputalotmoreintothisasaprocess—conception,preparation, refinement, practice, delivery. We have a term for these people:professionals. You get to decide whether to be an amateur or a professionalaboutthisactivitythatcontrolssomuchofyourlife.

It’sworthnotingthatamateursaren’twellpaid.Fortunately,Iwasintroducedtotheconceptofpresentationveryearlyinmy

businesslife.BythatImean,Iunderstoodthatjustabouteverythingwegetorachieveistheresultofeffectivelydeliveringeffectivepresentations.Thisledmeto the realization thatmostpeoplewerenotconsciousof thisandeven if theywere,theywerenotstrategicanddeliberateaboutit.Tothecontrary,theywere

random. In this, I recognized the possibility for advantage, and at the time, Isorelyneededtofindsomeadvantage,becauseIhadplentyofdisadvantages.SoIbecameaveryseriousstudentofthearchitecture,engineering,craftsmanship,andwritingofwinningpresentations.

I’ve never stopped studying it. One of the first books I found was titledDynamic Selling by S. Robert Tralins. The hardcover edition I got at a usedbookstorein1971waspublishedin1961.Atthetime,Iwasstillinhighschool,andIwassellingahodgepodgeofthingstohomeownersandtosmall-businesspeople,basicallydoor todoor.Following the instructionsandexamples in thatbook, I sat down and, for the first time, wrote out my presentations, inparagraphs,on4″×6″cards.Iorganizedandreorganizedthem.Irewrotethem.Irefineditallandgotit,asIteachonthisnow,“tightandright.”Iimmediatelygotbetter results.What I found in thatbookwasveryprimitiveandsimplisticcompared towhatyouare about to find in this one.Butboth it and thisbookfocusonstructure.Thatalonewasenoughtomakeasignificantdifference,andIwonderedhowmuchbetterresultsIcouldgetfrompresentationsandhowmuchbetter I could get as a presenter—or, more descriptively, a performer ofpresentations—ifeveryaspectwasidentifiedandimproved.

Structure is important. An excellent, modern book on this is MichaelMasterson’s The Architecture of Persuasion: How to Write Well-ConstructedSalesLetters.But,aswithvirtuallyeverykindofsuccess,thereisnoonethingbehindit.Infact,thelustfortheonething,themagicpill,thesecretingredientiswhat dooms most people to frustration and recurring failure with just aboutanything they attempt—from losing weight and keeping it off, to golfing, tomaking and delivering effective presentations, to putting their ideas across, toinfluencingandleading,ortooutrightsellinggoodsorservices.SoIdrewfrommanysourcestodevelopacomplex,sophisticatedapproachtocraftingeffectivepresentationsandtoperformingthemasapresenter.I’lltellyouaboutmuchofthis throughout this book. I drew from diverse and eclectic sources. Mostimportantly,Imademyselfverydeliberate.

Letmesummarizetheresultsofthisforme.Ibecameastarsalesman,andIhaveliterallysoldmywaythroughlife.Ibecameaprofessionalspeaker,paidtospeak,earningupwardsfrom$1millionayearfromspeakingengagementsandseminars formanyyears, includingnine consecutiveyears as oneof only twopermanentplayersonthelargestseminarstagesandtourAmericahaseverseen,with audiences of 10,000 to 35,000, in sports arenas. By speaking, I fueleddevelopment of a company that has since sold twice and a spin-off of that

company that has grown very large, all of which made me rich. I created areputationandapersonalbrandthathasstoodmeingoodsteadforfourdecadesand permits my conducting all my business on my terms with enormousautonomy.Ievenbecameamuchsoughtafterandhighlypaidwriterandcrafterof sales presentations and scripts for speakers, forTV infomercials, for onlinesales videos andwebcasts, and for presentations in othermedia.My fees androyalties routinely run from $100,000.00 to $250,000.00 for one of theseprojects.

For all this, I have been self-educated, meaning no courses, instructors,mentors. Had I found something comparable to my co-author’s system forcrafting presentations and his “incubator” where people come and craft greatpresentationswithhisteaminasuper-condensedtimeperiod,IbelieveIwouldhavegottentogood,thengreat,andultimatelymygreatestresultsmuchsooner,withalotlesstimespentfiguringitout.IwaslikeLewisandClarkmakingmyway through wilderness and creating my own trail. They have a road map,templates,plug-’n’-playstructure,andtheexperienceofhavinghelpedhundredsofclientsandthousandsofstudentsusetheirtools.

If you don’t own one, I’m sure you’ve seen the whiz-bang juicersdemonstratedonTV.Intoone,thepersonputsacantaloupe,aheadoflettuce,acarrot, an apple, and a fish, andmaybe a brick for goodmeasure, andout theother end comes an incredibly condensed, nutrition-rich juice. That’s whatDustin Mathews and his partner Dave VanHoose have done with all theingredientsofeffectivepresentations.He’sbuiltajuicer.Further,he’sdevelopeda community for people committed to success as presenters called SpeakingEmpire.Throughoutthisbook,Dustinofferswindowstothisworld,online,andIhopeyou’lltakeadvantageofallofthem.

WhatIcantellyouwithabsolutecertaintyisthis:WillieShakespearegotitnearlyright.Alltheworld’sastage.Mostpeoplearemerelyplayers.Relativelyfewpeopleareitsmasters.Tothem,theworldhandsoveranybountyaskedofit.

InWillie’sday,thestageconsistedonlyofthephysicalstage.Today,mediaisasmuchthemainstageasisthephysicalenvironment—land,sea,office,andhome. Being able to conceive and craft presentations for media, from four-minutevideos to four-hourwebcasts, from140-character tweets to4,000-wordonlinesalesletters,isnowcriticallyimportant.Therearefewcaptiveaudiencesforanybodyoranything,soknowinghowtocaptivateandcontrolanaudienceisofparamountimportance.

Powerful presentations and being able to present them have always beenkeys to extraordinary success, rising far abovepeers and competitors.ThomasEdison.SteveJobs.Separatedbyavastspanoftimebutsharingthesesametwogreatdifferentiators.

The foundation of success hasn’t changed: message, media, market, i.e.,audience. The level of sophistication you can bring to this triangle keepsadvancing and advancing and advancing. It’s really no place or time foramateurs.Makeupyourmindtobeapro.

S

CHAPTER2

HowToBeFearlessasaPresenter

byDustinMathews

inceDaleCarnegiefirstbrought“publicspeaking” frontandcenterin the American consciousness in 1912—making executives andentrepreneursawarethatsuccessorfailureintheircareersorbusinessesmight hinge on theirwillingness and ability to stand up and speak to

groupsabout their ideas—asomewhatsurprisingfacthasbeenverifiedandre-verified by poll after poll after poll: More people fear doing this than fearsnakes,heights,debilitatingillness,evendeath.Itotallygetthis.

WhenIfirstsetfootonthecampusofFloridaStateUniversity,Iwasfilledwithoptimism.ItwouldonlytakeadaybeforeIwasscaredoutofmymind.Idiscoveredthat,tograduate,Iwouldhavetotakeacourseinpublicspeaking.

Theminute Iwalked into thatclassroom,my fear intensifiedandmyheartrate skyrocketed. The classroomwas set up like amini-stadium,with stackedrowsof seats that seemed to rise into infinity. Just the roarof300 students inpre-classconversationswasenoughtomakemewanttoshutthedoorbehindme—andrun!

Istayed,onlytonextheartheprofessortellinguswewouldeachwriteanddelivertendifferentspeechesoverthecourseofthesemester,sometotheentireclassof300,sometosmallergroups.

I am a technical guy. In fact, Iwas in school to get a degree in computer

science. Having to “perform” was not for me. I’d like to tell you I had thecouragetostayput,butIslinkedaway.Ihopedtofindasmallerclassoralessdemanding professor. When the next semester rolled around, I found myselfwithnochoicebuttoenrollintheclassagain.WhenIopenedthedoor,Ifoundthe same stadium, the same 300, the same professor. I again made myselfdisappear.

Inextwenttoalotoftroubletofindaloophole.Ifounditbychasingagirl...rightintoanextracurricularclassshewastakingcalledModelUnitedNations.Ifyou took that,youcouldexemptyourself fromtherequisitepublicspeakingclass.Ididn’tgetthegirl,butIdidgraduatewithouteverhavingtostandupinfrontofthose300otherstudentsandspeak.

Fastforwardafewyears...MybusinesspartnerDaveVanHoosesaid,“Dustin,I’mnotgoingtobeable

togive tonight’spresentation.You’regoing tohave todo it.”A lot ofmoneywasatstake.Acommitmentbyourcompany.Therewasnoloophole.

Ididwhat Ihad todo.AndIexperiencedsomethingamazing. Iwasa20-year-oldkid talking tooldermenandwomenwithmore lifeexperience,aboutinvesting in foreclosure real estate, put forward as an expert. I realized thatpeoplelookedatmedifferentlyjustbecauseIwasstandingupinfrontofthemand speaking. I realized that just being on that stage and delivering mypresentation completely changed my position with those people and theirperceptionofme.Itgavemeinstantauthorityandcredibility,despitemyage.Ialso experienced something else equally amazing. My sense of self changed.Steppingwayoutsidemy“comfortzone”anddoingsomethingI’davoidedforsolongraisedmyconfidencelevelabouteverythingIwasdoing.

Being able to build and deliver effective presentations has practicalbenefits—youcanmoreefficientlysellwhateveritisyousellorpromotewhateverbusinessorprofessionalpracticeyouown,youcanspeedupabusiness’s growth, you can use yourself as ad media—but it also haspersonalbenefits.

Mostofourclientsreportverysimilarexperiences.Whetherornottheyhavealready been speaking andmaking presentations,when they really understandandusethescienceofeffectivepresentations,theynotonlygetbetterresultsbutalso they feel better about themselves. Dan Kennedy says that “CompetenceCreates Confidence,” and that trying to mentally manufacture confidence

withoutfeelingknowledgeableandcompetentaboutitisnearlyimpossible.Fearisbesterasedbyactuallyknowingwhatyouaredoingandwhyyouaredoingitasyouare. It iseasier tocreatecalmconfidencewithastrongsenseofhavingandfollowingareliableblueprintforwhatyouaredoingthanbypsychologicaland motivational tricks. You don’t have to trick yourself into temporaryfearlessnessaboutajourneytoanunfamiliardestinationifyoupossessareliablemaporGPS,andanequallyreliablevehicle.

Most people don’t know that there is a formula for creating and fordelivering powerful presentations. Most of the fears surrounding speaking—whether to 10 in a boardroom, or 50 at a seminar to get patients or clients orcustomersforasmallbusiness,or500asanauthororprofessionalspeaker—arebasicallyfearsoftheunknown.Myfirstgoalforthisbookistohelpyoureplaceany fears you have about making presentations with a confidence based onformula and process. This is the result of years of helping executives,entrepreneurs, authors, representatives of charities, and others gain both thepracticalandpersonalbenefitsofsteppingtothefrontofaroomandconfidently,capablydeliveringapowerfulpresentation,makingsurethatwhenyouopenthedooratthebackandsee300peoplemillingabout,youwon’twanttoclosethedoorbehindyou—andrun!

L

CHAPTER3

KnowledgeofYourAudienceIsPower

byDanKennedy

ikeDustin,earlyon,Iwasscared.Veryearlyon,Ialsostutteredandhadtofighttocontrolthat.Itotallyunderstandtheimpulsetoflee.LikeDustin, early on, I started stepping to the fronts of rooms andgivingpresentationsunderduress—notbydesire.Evenas Igotgoodat itat

one level, trepidation returned as Imoved to different levels. The first time Ipeered through a curtain into a basketball arena and saw15,000 people there,soontohavemecomeoutfrombehindthatcurtain,IbrieflywonderedifIwasuptoit.Isubsequentlyappearedonthateventtourover230timesinasmanyas27citiesayearfor9consecutiveyearsandneverfelt trepidationabout itafterthosefirstfewminutes.Bythen,Ihad—asarrogantasitmaysound—masteredtwokindsofknowledge-producingknow-howthatprovidedmore thanenoughcompetenceformorethanenoughconfidence.

Oneofthoseknowledgesetswasthearchitectureforpowerfulpresentations:thescript.Itsorder, its language, itsebbandflow.Thebestmixofexposition,assertion, story, humor, and more. In this book, I’m leaving most of thediscussionuptoDustin.

The other set of knowledge I’d learned to acquire and use was AudienceKnowledge.

Whenapresentationlandsadirecthitonanaudience’sinterests,beliefs,

doubts,fears,hopes,ambitions,pre-existingideas,pre-existingself-talk,itsacceptance and enthusiasm for you as the presenter skyrockets andexpands,anditisnearlyimpossibletofail.Infact,youaregivenmorecreditthanyouractualperformancemaydeserve.Whenyouknowwhothepeopleinyouraudienceare,whattheirlivesareallabout,whattheirdailyexperiencesare,whattheirdeepest-seatedemotionsare,youcanmakesurethepresentationyouassembleanddeliverlandsonedirecthitafteranotherafteranother.IpreviouslymentionedPresidentTrump.He isPresident largelybecauseof this.Hereally,really, really knewhis target audience, crafted presentations that landed directhits, and delivered them with the confidence that comes out of that certainknowledge.

Whatisadirecthit?Itisanidea,assertion,singlesentence,orsinglestorythatispreciselyandexactlyinsyncwiththeaudiencehearingit.Asanexample,anytime I talk to entrepreneurs about being the lone polar bear in a forest ofgrizzlies, and then talk about their sense of isolation and loneliness, of beingunderappreciated and disrespected, of being negatively labeled (workaholic,greedy,evil1%’er,etc.),Ilandadirecthit.WhenIfirstheardZigZiglartalkto“lowly”salespeopleaboutbeing in“THEProudProfession,”being theunsungheroes of the entire economy, the engine on which everything and everyonedepended, and as improving lives for a living, I recognized hewas landing adirect hit. I’ve borrowed that entire idea for my own presentation, books,newsletters, and dialoguewith salespeople.When I first heardTrump roll out“MakeAmericaGreatAGAIN,”Iknewthat—especiallywith thatfourthword—he landed averydirect hit on the leading-edgeboomer and senior audiencethat I wrote about extensively in my book No B.S. Guide to Marketing toBoomersandSeniors.

Myspeakingcolleague, thefamoussuccessphilosopherJimRohn,actuallymadehismain,genericpresentationonpersonaldevelopmentfromhisspecificversion of it for multilevel/network marketing distributors. That presentationlandeddirect hitswith all audiencesof salespeople and small-businesspeople,particularlythosestrugglingtogetaheadandstrugglingwiththeirownemotionsandbehaviors. Jimhad them,as theclichégoes, eatingoutof thepalmofhishand.YetJimwasnotthecharismatic,super-forcefulpresenterthatTrumpwasat his campaign rallies. Jim was a calmer, more cerebral, more thoughtful,somewhatprofessorial(butnevercondescending),paternalteacher.Jimwasnot“perfect” on stage either, as “perfect”mightwell havebeen insistedon in thecollege speech class Dustin avoided. Jim would even turn his back to his

audiences towrite and drawon a giant chalkboard ormarker board. Jimwas,however, every bit as effective as Trump in connecting because he deeplyunderstoodhisaudiences.

I have my own somewhat odd “style” for being on stage and deliveringpresentations. It would likely have gotten me a big, red “F” in that collegespeakingclass.Itworksforme.Butwhatmakesitwork,ormaybeallowsforittowork,ismydeepandthoroughunderstandingofmyaudiences.For40years,I’vegoneoutofmyway tocreateanddeliverpresentations toaudiences IamcertainIhaveintimateunderstandingof.IbelieveIcanreciteforyou,verbatim,the latenight,kitchen tableconversation thatoccurs in theirhomes,whenonecan’tsleepandcomesdownstairsandtheothernoticeshisorherabsencefromthemaritalbedandfollows.IbelieveIcanreciteforyou,verbatim,thatperson’smajor, recurring conversationswithhimself that hehas ashedriveshis car toandfromwork.

Fromabout1979to1983,Ispoketoalotofchiropracticanddentalgroups.Someofthesedoctorswhofirstsawandheardmethen,insmallgroupsof30to100,orona fewoccasionsat largeeventsof1,000 to3,000,are stillwithmetoday, as newsletter subscribers, members of the GKIC organization(http://GKIC.com),andevenattendingseminarswhereIspeak—34to38yearslater! It’s important to understand I amnot and neverwas a chiropractor or adentist,neverworkedinanycapacityinsuchpractices,andcannotadjustyourbackordrillyourtooth.Butbymypresentationstotheseaudiencesalone,Ihavegenerated at least $20 million in direct revenue, plus countless lifelongcustomers of considerable value. For these same audiences/markets, I havewrittenanddevelopedpresentationsfor18differentclientswhoallsellvariousgoods and services, and these, combined, have generatedmuchmore revenue.One suchpresentation is thegenesisof a$30-million-per-yearbusiness, likelyworth at least $150 million if and when it is sold. How is all this possiblewithouthavingbeenaDCorDDS?

You don’t have to be one of a particular population in order to developthoroughknowledgeaboutthatpopulation,howtheythink,whattheyfeel,andwhat they truly, deeply want. I am assured there are even men who havedevelopedthislevelofknowledgeaboutwomenandthattherearewomenwhohavedonesoaboutmen.I’venevermetsuchanexpert,but thatdoesn’tmeantheydon’texist.Firstofall,acertainamountofhumannature,psychology,andreactivebehavioriseitherhardwiredordeeplyembeddedinearlychildhood,byabout age ten. This is universal, to all groups, and can be used in embedding

“triggers” into presentations that audiences can’t resist responding to. Then,second, therearebasicquestions toaskandknowanswers toaboutany targetmarket or audience, for any advertising, marketing, persuasion, or influenceeffort, regardlessofhow it is tobedone.You’ll find this “magic list” (Figure3.1)below.Finally,third,thereisthesenseofagrouptobegainedbyreadingwhat theyread,hangingoutwhere theyhangout, talking, listening,orplayinganthropologist. For instance, aweekend at a boat showwill give you a lot ofknowledgeaboutboatingenthusiasts.FromallthiscomesAudienceKnowledge.

FIGURE3.1:TheMagicQuestionList

WhenIpeeredthroughthatcurtainatthose30,000eyeballsand30,000ears,IremindedmyselfthatthepresentationIwasgoingtowalkoutthereanddeliverwasfinelycraftedandhonedbyAudienceKnowledge.Outtherewere(mostly)small business and Main Street, brick-and-mortar business owners, moreentrepreneurial businesspeople, people from direct-selling companies, andsalespeople attached to very diverse products and services—but all having thesamelate-nightkitchentableconversations.Ihadapresentationcertaintolanddirecthits.WiththatAudienceKnowledgeasthefoundationofmypresentation,Icouldnotfail.

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CHAPTER4

WhatISaPresentation?

byDanKennedy

hen we talk about crafting and delivering a maximum-effectivenesspresentation,it’sgoodtohaveclarityaboutwhatthethingisthatwe’rebuilding.

There is the old story of four or five blindfoldedmen led todifferent parts of an elephant.The onewrapping his arms around a leg thinkshe’sfoundagigantictreetrunk.Theonetouchingthetrunkthinkshe’sgotthetailofaKingKong-sizehorse.Andsoon.

Let’sbesureyou’renotblindfolded,groping,andguessing.Apresentationis,aboveallelse,ameanstoanend.Forbusinesspeopleand

salesprofessionals, it canbe theequivalentofother advertisingmediaused toestablish brand identity, consumer awareness, or more directly, to attract andacquirecustomers.Itcanbeameansofmakinganactualsale,whetherone-to-oneorone-to-many.Butitisnotanythingunique.Itisameanstoanendinthesamewayanairplaneflightisameansofgettingtoadestinationorashovelisameansofgettingaholedug.Don’tassignanyuniquenessormysticismtoit.

Because it is a means to an end, the desired outcome has to governeverything leading up to that desired outcome.You startwith the outcome inmind,andyouneverstartcraftingapresentationwithouttheendinmind.Itmayor may not surprise you that many people err with this. They begin at thebeginning. They have some opportunity arise to make a presentation, or theyhave the notion of giving presentations for their business, and they dive into

crafting the presentation. How to open? What stories or jokes to tell? Whatinformation to dispense? The right place to start is with the desired outcome.Theseotherquestionsthenbecome:HowshouldIopenthepresentationinawaythatsetsupandfacilitatesmydesiredoutcome?Whatstoriesshould I tell thatsetupandfacilitatethedesiredoutcome?

Ifyouarecraftingapresentationforaspecificpurpose,toachieveaspecificdesiredoutcome,youaredeprivedofcreativeliberty.Youarenotanartist,freetothrowanycolorpaintyoulikeinanypatternorarrangementyoulikeontoablankcanvas.Youdonotgettochooseyouropeningremarks,yourstories,yourjokes, your keypoints, your information, or theorder it all gets put into.Yourelinquishallthatlibertytoyourdesiredoutcome.

Icomefromabackgroundinadvertising.Civiliansandamateursmistakenlythinkofadvertisingasacreativeexercise,andIinitiallyimaginedthatthiswasthecase.Intheadvertisingindustry,peer-to-peerawardsareoftengiventothemostcreativeads.Butthisisnottherealityofgoodadvertisingatall.Oneoftheall-time legendary leaders of the advertising world, David Ogilvy, said, “Inadvertising,creativityiswhatsells.”Icarriedthiswithmeintomyspeakingandmy crafting of presentations. For me, a great presentation was and is, bydefinition, one that successfully sells. Every item and element in a greatpresentationisputtherebecauseitservesandfacilitatesthatpurpose.Becauseofthat,afavoritestoryIlovetotellandtellwellisruledout,andadifferentoneIhavenofondnessforgetsin.Soitiswitheveryline,everysentence,everyidea,everystoryincludedinapresentation.Thisisastrictandrigiddiscipline.

Alotofpeopleunderestimatethevalueofdiscipline.Forseveralyears,onamulticity pubic seminar tour, the speaker preceding me was General NormanSchwarzkopf,madefamousbydirectingDesertStorm,ourmarch throughIraqtorescueKuwait,underthefirstPresidentBush.Normhadaline:“Shinedshoessavelives.”Bythat,hemeantthatgettingsoldierstobeverydisciplinedaboutseemingly small things like having perfectly shined shoes every morningautomatically carriedover tobeingdisciplined aboutbig things, in theheatofbattle,withbulletsflyingandbombsdroppingallaroundthem.I thinkalotofpeopleareworriedandnervousaboutdeliveringapresentation toanaudienceandcanbeeasily thrownoff theirgamewhilepresentingbecause therewasn’tenoughdisciplineaboutthecraftingofthepresentationtostartwith.Theyaren’tconfident inpresentingbecause they lackconfidence in theirpresentation.Themoredisciplinedyouareinyourdefiningofpresentation,andthepreparationofyourpresentation,thebetteroffyou’llbewhenouttherewithbulletsflying.

By common dictionary definition and thesaurus synonyms, a presentationcan be a formal or official proffer of idea, information, or proposal forconsideration; a demonstration; a performance. The best ones are all three ofthese things. A great presentation includes a specific proposition for whichacceptance,agreement,andoften,apurchaseisaskedforandobtained.Thatisthe outcome governing everything. Very often, a great presentation includessome physical or evidentiary, even dramatic, demonstration that facilitates theaudience’s acceptance of the proposition, and every great presentation isdeliveredasagreatperformance.Itisneverjustwhatissaid,butalsohowitissaid. With TV infomercials, I always test them with the sound muted; what“senseofthis”istheaudiencegettingjustfromthefacialexpressions,gestures,body language, and actions of the performers, making its way into theirsubconsciousbyvisualintake,absentthewords?

Amaximum-effectivenesspresentation isnot justameansofconveyingorcommunicatingideasorinformation,unlessyouarebeingpaidasaprofessororschoolteacher in a classroom. For our purposes, it is a means of seeking andhopefullygainingacceptanceandagreementfor ideasor informationconveyedbyit, leadingtoapurchaseorotherspecificaction.Iwouldadd, teacherswhoonly convey ideas and information are relatively poorly paid, especially ifcomparedtopeoplewhocraftanddeliverpresentationsthatpersuadepeopletobuy.

The upshot of all this is that a maximum-effectiveness presentation is apurposedthing;thatisfarmorescientificthanitiscreative.Youmightthinkofit as analogical to the blueprints prepared by an architect. There is a creativeaspect to being an architect. But the blueprints ultimately have to be used toconstructahouse,andtowindupwithahousethat“works”forpeoplewhoaregoingtoliveinit.Theroofcan’tbedesignedsocreativelythatitleaksineverycorner. The architect is severely limited in how he can indulge his creativeimpulses andpreferences—by thepracticalpurpose thatmustbe achievedandbyhis client. In craftingapresentation,your client andyourpracticalpurposeareoneandthesame:thedesiredoutcome.

Insimpleterms,thisismoreapragmaticexercisethanitisacreativeone.Thisgetsustoformula.Most disciplined, pragmatic activities have formulas.Architects, scientists,

evennovelistsapproachtheirworkbyformulas.Itisveryusefultodoso.If,forexample,Igiveyouthetaskofmakingupandwritingortellinga“greatstory,”andturnyouloosetodoso,it’sgoingtobeverydifficulttodo.You’llprobably

drawonsomepersonalexperienceormemoryor thatof somebodyyouknow,but you might, instead, make one up out of pure imagination. Or you might“borrow”aclassicfairytaleornovel’splotandtryalteringitenoughtodisguisetheplagiarism.You’llmake randomdecisions about theorderof things in thestory.You’llbeatseawithoutnavigation.ButifIgiveyouacopyofthebookThe Writer’s Journey: Mythic Structure for Writers by Christopher Vogler,you’llhaveaformula,astructure,andanarchitectureforyourentirestoryandfor what writers call “the hero’s journey.” This alone will make your taskinfinitelyeasier.

Admittedly, this replaces true, pure art with paint-by-numbers, but it isimportant to remember that you are not an artist.You surrender your creativeimpulsestothedesiredoutcome,andthatmakespaint-by-numbersveryvaluableandefficient.Ifyouaregoingtobecomeamasterstorytellerandaprofessionalwriterofpresentationsandaprofessionalspeaker,youwillwanttostudythesesubjects ingreatdepthand transcendpaint-by-numbersand rigid formulas.Byallmeansdoso.Idonotjustowntheabove-referencedbookonstorystructureand storytelling; I own, have studied, and frequently return to over 100booksjustonthataspectofwriting.ButIdothisasmychiefoccupationandhavefor40years.Ifyouhaveanotherbusiness—yourinsuranceagency,yourrestaurant,your health-care practice—and you are using presentations as admedia, salesmedia, and promotional or public relations activities, you need a moreserviceableapproach.

In the next chapter, Dave VanHoose lays out the formula for craftingpresentationsthatheandDustinusemostwithclientsindiversebusinesses.Itis,by its standardization, rigid, even arbitrarily rigid—very much a paint-by-numbers process. It is not the only way to craft presentations; it is easy andnatural to argue against such rigidity. Yet it is that “one way” rigidity thatprovideshighreliability.

That is, for me, and probably for you, the final defining point about apresentation: reliability. We want a presentation that produces its desiredoutcome within a small and tolerable range of variability, every time, everyplace,witheveryaudience.

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CHAPTER5

TheSpeakers’Formula™

byDaveVanHoose

herearecertainthingseverybodyneedstoown.Everyman shouldownanavyblueblazer. If youhave an empty

closet and hire a dress-for-success expert or a clothier or otherknowledgeableadvisor,oneofthefirstthingsthey’llhaveyoubuying

isanavyblueblazer.There are a lot of accepted necessities. Toothpaste comes to mind.

Participating in civilized society has certain required necessities—for men,pants.Whatalotofpeopledon’tunderstandisthatsuccesshascertainrequirednecessities,too.

Weputtogetherthisbookbecauseallthreeofusbelievethatowningatleastonehighlyeffectivepresentationisasuccessessential,owningmorethanone—possiblyfordifferentmedia—isbetter,andowningtheabilitytocraftadditionalonesasneededisbest.

EverybodyshouldownaSignaturePresentation,which,atSpeakingEmpire,we sometimes call your Stadium Presentation, in tribute to the seating in thatclassroommypartnerDustinranfrom.

This is amessage thatworks for you nomatterwhen,where, or howyoushareit—speaking,inawebcastorwebinar,facingonepersonacrossadeskor100people fromastage.Thisbecomes thecoreofanyandeverypresentationyou deliver. Our friend and co-author here, Dan Kennedy, has a portfolio of

speechesabouthisMagneticMarketing®system.Theyare60,75,90,and120minutes in length. There is a generic one for audiences of varied kinds ofbusiness owners and salespeople, specific ones for single professions orbusinessesor salesgroups—for real estate agentsor for financial advisors, forexample—andadaptationsfordeliverybyotherpresenterssuchasGKIC.com’sCertified Magnetic Marketing® Advisors, for video sales letters deliveredonline,andforsales lettersdeliveredbymail (seehttps://GKIC.com). Inallofthese,thecoreisthesame.Usually,wediscoverthatournewclientslackclarityand certainty about their core, and this is oneof the important thingswehelpthemworkout.

Here’showIstartedlearningtheimportanceofthis:WhenIstartedmyfirstbusiness,Ibelievedithadtothriveandwouldbethemostincrediblebusiness.Withit,Iwasgoingtohelppeoplesavetime,energy,andmoney.Whatcouldbemoreattractive than that?So, likemanystartupentrepreneurs, Ipulledoutmycreditcardsandlaunchedmybusinesswithapileofpersonaldebt.Guesshowmanycustomersflockedtomethefirstmonth?Right.Zero.Ofcourse,Ithoughtthat I had such a great idea, the customers would come. A little panicked, Iresortedtodesperateandfrenziedactivity,withwhatIcalltheSix-FootRule:Ifanybodywaswithin six feetofme, I tried to sell them. Iquickly realized thatselling to one person at a time, one after the other, with a high percentagerejectingme for one reason or excuse or another, was going to be incrediblydifficult.Itwasinefficient.Therewasonlyoneofme,andIcouldrunonlysofast,worksohard,andtakesomuchrebuffing.Inowknow,bytheway,thatthiscausesalotofpeoplewhoentervariouskindsofsellingbusinessesorcareerstofail,unnecessarily.

Sincetherewasjustoneofmeandawholelotofthemtosortthrough,togetacustomer,Iaskedmyself:whyamIspeakingtothemoneatatime?Whydon’tIspeaktoabunchofthemtogether,atonetime?Thisisnowoftencalled“one-to-manyselling.”

IputtogethermyfirstaudienceofprospectsinthebackroomataDenny’s.Iinvitedmany, 12 showed up, I sold to 20%of them right then and there, andmade about $2,000.00. It blewmymind. Imight have sold to the same 20%meetingwitheachof the12oneata time,overcoffee inaboothat thatsameDenny’s,butitwouldhavetaken12hoursinsteadof2,I’dhavebeenpersonallyconfrontedandfatiguedbyeachoftheno’s,andI’dhaveowedthewaitressrent!

Or Imight not have even sold to 20%, because there is a groupdynamic thathelps sales, thatnever exists inperson-to-person selling.From thatpointon, Iconcentratedonsellingtogroups,andforawhile,Iwasspeakingatalunchandatadinnereveryday,fivedaysaweek.

Iwasselling,rightthenandthere.Alotofpeoplewehelpwithpresentationsare, instead, only selling follow-up, one-on-one appointments—like a dentistdoingaseminarforinvitedpatientsaboutimplantsinhisoffice,aCPAdoingalunch presentation for invited small-business owners about cutting taxes, or atravel agent speaking at a civic club about cruise vacations. It doesn’tmatter.Theprocessisprettymuchthesame,andthebenefitsareabsolutelythesame.

The key is the Signature Presentation. If it works, you can do just aboutanything. You can switch from slow and frustrating one-to-one selling toefficientgroupselling, inyourownoffice, ina restaurant’sbackroom,onceamonthortwiceaday.

Within three years of startingmy first businesswithmy credit cards, thisswitch in theway I soldmade it the 35th fastest growing private company inAmerica,placingontheInc.500List!

Over time, at Speaking Empire, we have “locked in” a formula for thesekinds of Signature Presentations, evolved from the one I used initially in thebackroomatDenny’s.Fromacornsmightyoaktreesgrow!

Asyoucansee inFigure5.1,page31, thisSpeaker’sFormula™organizesyourpresentationinto12componentparts, inaparticularorder.Isay:Successloves sequence. There are, of course, any number of ways a top pro speakermightrearrangethesecomponentsandaddtoorsubtractfromthem,creatinghisown,preferredpresentation sequence.Maybewithgood reason. Ifyouarenotthattoppro,richwithsuccessfulexperienceatcraftingpowerfulpresentations,IurgestickingwiththisFormula.Let’stalkalittleabouteachcomponent...

1:GrabAttentionWhenmostpeoplegetuponstage,makeavideo,orholdawebinar,theytalkatpeople.That’sapushingenergy. Itactuallypushespeopleaway. It isbetter todrawthemtowardandintoyourpresentationsothattheygiveyoutheirattentionandgetinterestedinwhatyouhavetosay.Acompellingemotionalordramaticstorycandothis.Thiscantietoyourreasonformakingyourpresentationandfor being in the business or for selling the product you are selling. A set of

provocativequestionsisanotherapproach.Asetofspecific,intriguingpromisesisyetanother.Onewayoranother,thefirstblockofyourpresentationneedstobeaboutgettingandholdingattention.

FIGURE5.1:TheSpeaker’sFormula™

2:BuildRapportPeoplebuyfrompeopletheyknow,like,andtrust.Peopledon’tjustbuythingsfrom you; they have to buy you. An excellent way to build rapport is withpersonal transparency.Youmay choose to share your personal challenges, anobstacleyou’veovercome,ordoubtsyouconqueredthatgotyoutothismomentof appearing before your audience and introducing them to your opportunity.Dustin’sstoryinChapter2isthiskindofastory.Itisusuallyamistaketobarrelahead with a presentation of facts, figures, product features and benefits, andpropositionswithoutfirstestablishingsomerapportwiththeaudience.

3:GainCredibilityAn audience needs some reassurance that you deserve being listened to. Thesamepresentationgetsverydifferentresultsifdeliveredbytwodifferentpeopleandonlyonehasandgivesreasonswhyhehastherighttotalkaboutthesubjectandtotalktotheaudienceinfrontofhim.Areyoupartofarespectedgrouporassociation?Areyouan author?Haveyoubeen seen in relevantpublications?Have you been seen onTVor heard on radio?Are you just another cosmeticsurgeon,orareyouTHEcosmeticsurgeonwhowroteTheOfficialConsumer’sGuide toCosmeticSurgery . . .who lecturedatknownhospitals . . .whohasbeenaguestonapopularTVshow...whoiscertifiedinthetechniquefavoredbymajormoviestars?Inshort,youneedtolayoutyourclaimstofameatthispointinyourpresentation.

Ifyoudonothaveanyofthisnow,gettingit isoneofthemanythingsweassist Speaking Empire clients with, in addition to the development of theirSignaturePresentation.

4:TargetProblemsYouraudienceenteredtheroom,cametothewebinar,startedlisteningtoyouraudioCDalready inandwithpain—ifnotphysical, then in thebroadersense:disappointment,frustration,recurringfailure,anxiety,confusion.Everybodyhassomethingofthisnaturegoingon.Formanypeople,itissimmering—notacuteorurgent.Atthispointinyourpresentation,youwanttodrawitoutandstateit,turn up its heat, and make it acute and urgent. Relatively few people can bemotivatedbygainalone.Mostmovetowardgainasawayofescapingpain.

5:DeliverSolutionAfter you’ve dialed up the pain, it’s time to show the audienceyour solution.Thismaybeyour product or service, your diagnostic process, an appointmentwithyouorexambyyou,orotherwiseengagingwithyou.I’vemadethisfifthinthesequence.Ifyougettoittooquickly,youhavenotlaidgroundworkneededfor your solution to be readily accepted. If you get to it too late, you mayfrustrateyouraudience.Thereisasweetspotinthesequenceforthis,andwe’reconfidentfromexperiencewithliterallythousandsofpresentationsthatthisisit:

fifth.Abigmistakethatalotofpeoplemakewithpresentationsistomovefrom

stating the solution to teaching the solution. Unless you are a school teacher,with kids in a classroom, you do not want to actually teach. I guess I’m asalesmanbyinstinctorimpulse,sothiswasnothardformetounderstandandaccept,butDustin isa technical thinker,sohis temptationisalways toexplainhowandwhy somethingworksas it does andexactlyhow touse it.Heand Iwatch many people struggle with this. Decide on the purpose of yourpresentation: to influenceorpersuade, tomakean immediate sale, or to set inmotion a selling process. Decide on the action you want from the audience.Everythinginthepresentationistoservethispurpose,andanythingthatdoesn’tgets left, as they say in Hollywood, on the cutting room floor. Real teachingalmostalwaysgoessixstepstoofarandraisesasmanydoubtsandquestionsasitanswers.Youwantpeopletoknowyouhaveasolutionandtobeexcitedaboutitwithoutgettingboggeddowninitsdetails.

6:SetExpectationsAnaudienceneedstoknowwheretheyaregoingwithyou.Theydon’twanttoboardanairplane,embarkonacruise,orjoinyouinyourpresentationwithoutagood idea of the destination and the landmark points along the way. Anyuncertaintyraisesanxiety.So,youneedto tell themwhatyouaregoingto tellthem.

Alsoonamoresophisticatedlevel,youwanttotrytodirectandcontroltheirreactionstoyourpresentation.Thisissometimescalledframingorpre-framing.By setting these expectations, you create an open loop in their minds,particularly in their subconsciousminds. How they feel about and respond towhatyousay,do,andaskofthemduringtherestofyourpresentationwillloopbacktowhatyoutoldthemtoexpect.

I often use a very simple, four-point “rap” in my presentations that goessomethinglikethis:

I’vegot three rulesbeforewebegin . . .Rule#1:We’regoing tohavefun.IsitOKwitheverybodyifwehavefun?Good.Rule#2:Ipromisetogiveyou110%.IsitOKwitheverybodyifIgiveyou110%?Good.Rule#3:Thisisgoingtobeaninteractivepresentation.Themoreyougiveto

me,themorefeedbackIget,themoreIgivetoyou.Isthatfair?Great.ThenthebonusRule#4is:You’lltakeaction.Youwon’tjustlistenandleave. You’ll decide and do. You know success comes down to takingaction,right?Great...

This creates a “yes energy” with the audience.When the time comes forthemtomakea(buying)decisionandtakeanaction,theyhavebeenpre-framedtodoitandhaveevenagreedinadvancetodoit.

7:SocialProofWhenyoupresentaproduct,service,orjustanidea,peoplehaveobjectionsanddoubts.Mostbuyersstartoutasnonbuyers.Mostbelieversstartoutasskeptics.Maybe,intheirmind,they’resaying,“Idon’thavetime,”or,“itwon’tworkforme.”They’resayingsomething,anditwilllikelybeareasonnottogoforward.Theantidoteistargetedsocialproof.Whenwebuildapresentationforandwitha Speaking Empire client, we typically identify 5 to 7 typical objections ordoubtslikelyheldbylargepercentagesoftheiraudiences.Thenwefind5to7matching social proof stories, testimonials, or fact-filled case histories. Eacherasesoneofthe5,6,or7.

8:ShowBenefitsThisiselementary,butitstillneedstobesaid:Peopledonotbuyaproducttohave the product or even because of its features. They don’t even buy thebenefitsoftheproduct.Theybuythebenefitsofthebenefits.Nobodybuysfast-drying paint because it dries fast, or even because of the benefit of that: lesschancesof itbeing touched,smudged,dirt fallingonto it.They’rebuying timeand freedom (from drudgery). Virtually every presentation needs at least oneslidethatlistsordepictsthebenefitsofthebenefits.

9:IrresistibleOfferThink about offers as “1 to 10.” 1 is basic, ordinary, and/or unexciting. 10 isabsolutely overpowering, “must have,” urgent, and exciting. Think about the

offeryouaregoingtomakewithyourpresentation.Isita1,a3,a5,a7?Itishardtogetto10—toabsolutelyirresistible—butthecloseryouget,thebetter.Agreat presentation can fall flat and fail if it brings everybody to an unexcitingoffer.

Usually,youwillbuildvaluebylistinganddescribingeveryseparateitemoftheproductorservice,orevenofsomethinglikeaprivateappointment,call,orexam.For health-carepractices,DanKennedy invented the “5QuestionsThatWill Be Answered at Your Exam” and “What To Expect at Your FirstAppointment”listsbackinthe1980sandhaskepttheseinhealth-carepracticeandfinancialservicesmarketingtothisday.

There’s a lot more about this in Dustin’s Chapter 6 on Irresistible OfferArchitecture®.

10:No-RiskGuaranteeThenumber-onereasonpeopledonotrespondtotheofferyoumakewithyourpresentationis that theyfeel theywereletdownbysomebodyelse.Asyouarepresenting, they are remembering!A strong, simple, straightforward guaranteegivesthemneededreassurancethattheycanmakeadecisionwithyouwithoutgettingburned.

Youmightask:Howlongshouldaguaranteebe?I’vedoneextensivetestingof thismyself. In over 3,000 presentations formyownproducts and services,I’ve offered 7-day, 30-day, 6-month, and 12-month guarantees.Which do youthinkconvertedthebest?

Most guess 12 months. Actually, there’s very little difference between 7days, 12months, and anything in between.Whatmatters is that you have anappropriateguarantee.Iftheycanjudgein7days,thenthat’sfine.Iftheyneedamonth, then a month. What’s most important is that you have a guarantee,period.(SeeFigure5.2.)

11:GiveDeadlineIn Point 9 on page 36, I talked about how you build value as part of anIrresistible Offer. You create urgency to act immediately with a deadline andwithfast-actionbonuses.Peopleprocrastinate.It’swhattheydo.

FIGURE5.2:Guarantee

Thelastthingyouwantisapresentationthatletstheaudienceoffthehookandletsthemmeanderoutoftheroomorexityourwebinartothinkthingsover.Thewhole point of doing powerful group presentations is efficiency. The lastthingyouwanttowindupdoingischasingpeoplewhosawyourpresentation,byemail,mail,orphone.Mygoalistohaveapresentationthatwillhavepeopledancingandrunning—notwalking—tothebackof theroomtobuyorsignupforwhatevernextstepisoffered.

A lot of people will do this with now-or-never discounts. This can beeffective, but I personally never like lowering prices because it’s whateverybodydoes.Othertechniquesarefast-actionbonuses,alimitedbonusonlyfor the firstx-number,oran impendingevent, likea fast-start class,breakfast,lunch, or online session within hours or the very next day. In any case, thedeadlineitselfmustbeveryclear.Ifforsomereason,itisnotimmediateanditiswithin,say,90minutesafterthewebinar,considerdisplayingacountdownclockby the order page and sending at least one email going out: “Just 29minutesleft.”

12:CalltoActionIseesomanypeoplewhoseemafraidtomakethecalltoactionandtellpeopleexactlywhattodoandtodoitnow.Youneedtobeverydirectaboutthis.Youcantellthemtogetupandgotothetableatthebacktoscheduleanappointmentorquicklycompleteaformandbuytheproduct.Youcanhaveformshandedoutasyouaregettingtothispointinyourpresentationandtellthemtofillthemout

and take them toback tables, “the folks in the red jackets at thedoors,” or tobring themup to the front toyou. If youaredeliveringyourpresentation in aphysicallocation,it’sabadideatobesendingthemtosomelocationoutsideofthatroomandoutofyoursight.Ifyouaredeliveringapresentationonlineasawebinarorwebcast, this step shouldbe easy and seamless.Whatever they aresupposedtodoastheresponsetoyourpresentation,theyshouldbetoldexactlywhattodo.

IwanttoemphasizethatyoucancountonthisFormula.Ihavewrittenover500 presentations for use in 43 different industries and professions, in 109countries around the world! With a Signature Presentation built with thisFormulayoureallycangoANYWHEREandsellANYTHING.

TodownloadalargerversionoftheSpeaker’sFormula™alongwithadditionalvaluablepresentationcreationtools,visithttp://NoBSPresentations.com/bonuses.

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CHAPTER7

TheStructureofPromises

byDanKennedy

he IrresistibleOffer—the one those in your audiencewould crawlacrossbrokenglassonnakedknees toget—is theheartandsoulofagreat presentation. Creating and delivering anything less is asquanderingofsomeoftheopportunityyouobtainedbybeingableto

makeapresentation,andsquanderingopportunityisasin!OnewaytothinkaboutyourIrresistibleOfferisasthemeansoffulfillinga

magnificent,desiredpromise.Greatpresentationsmakegreatpromises.My famous Magnetic Marketing System® presentation, responsible for

sellingtensofmillionsofdollarsofthatSystemandbringingtensofthousandsofcustomersintomybusinesses,wasusuallydeliveredtoaudiencescomprisedofindependent,small-businessownersandsalesprofessionals.Veryearlyinit,Imadeeachgroupanirresistiblepromise...

If youarea small-businessowner, youareanadvertisingvictim.Aftertoday,youwillneveragainspendevenonedollaronadvertisingwithoutknowingitdirectlybringsyoucustomers,sales,andprofits.

Ifyouareasalesprofessional,aftertoday,youwillneveragainneedtodo“cold”prospecting.

Later,myIrresistibleOfferprovidedthemeans—inthiscasethetake-hometoolkit—offulfillingthosepromises.

FourWaystoStructureaGreatPromiseTherearedifferentkindsofpromisesandstructuresforpromises.Mostpeopledoputthemintopresentations,butmostpeopleputinweakandpoorlydesignedones.Herearethefourwaystostructureagreatpromise.

#1:BIGStatedPromisesversusSmall,ImpliedPromisesExamplesofordinary,smallpromisesare:

1. Learnhowtoboostyourimmunesystem2. 50tipsforamorebountifulgarden3. Thefivebesthidingplacesinyourhomeforyourvaluables4. Amazinghomeremediesthathealwithoutdrugsordoctors5. ThereisanewfrontierinAmerica—makingsomewhoare“intheknow”

rich

All fiveof thesehave two flaws in common.First, they share implication.Thedirect,personalbenefittoyouisnotboldlystated,butleftforyoutogetforyourselffromthestatement.Second,theyaresmallandrathertimid.They’reall“good,”butnot“great.”

Heretheyare,re-craftedasbig,statedpromises:

#1

DISCOVERTHESECRETSOFPEOPLEWHONEVERGETSICK!

#2

GET50TIPSFROMMASTERGARDENERSANDGROWTWICETHEGARDENFORHALFTHECOST—ANDMAKEYOURNEIGHBORS

GREENWITHENVY!

#3

FOILEVENPROFESSIONALBURGLARSANDTHIEVESSOTHEYCANNEVERFINDYOURVALUABLESHIDDENINYOUROWNHOME.

#4

LIVEATLEAST15YEARSLONGERTHANYOUR“LIFEEXPECTANCY”—ANDSTAYOUTOFTHEHOSPITAL,ANDRARELYNEEDADOCTOR,EVENSTAYOFFOFPRESCRIPTIONDRUGS!

#5

YOUCANGETVERYRICH,VERYFAST—IFYOU’LLJOINTHOSE“INTHEKNOW”ABOUT“THENEWFRONTIER”INAMERICA.

You can see that the stated, big-promise rewrites lend themselves muchbettertoIrresistibleOffers.

#2:PromisesFramedasQuestionsIn some situations, for various reasons, you may not want to make a direct,stated,bigpromise.Inthesecases,youcanframethepromiseasaquestionorevenaseriesofquestions,stillsettingupanIrresistibleOffer.Hereareseveralactualexamplesfromdifferentpresentations:

A

YOU—AMillionaire?Didyouknowthere’sanewmillionaireexplosiongoingon inAmericarightnow?Moreordinarymenandwomenrose to the ranksofmillionaires this year than any prior year. How can this be? Do they share asecret?Ifyouknewtheirsecret,couldyouandwouldyoubewillingtofollowsimple1–2–3,A–B–Cdirections,andinvestaslittleasonehouraday?

B

Haveyouevernoticedthereseemtobesomepeoplewhocaneatwhateverthey

want,asmuchastheywant—butnevergainweight?Whatifeverythingyou’vebeentoldaboutdietingiswrong?Ifyoucouldactuallyresetyourmetabolismtoburnmorebodyfatwithoutstarvingorexercising,wouldyoube...?

C

Ifyoucouldbeguaranteedfinancialgainsbut fullyprotectedagainst losses, ifyoucouldshareintheupsideofarisingstockmarketbutneverriskmorethan20%ofyourprincipal,wouldyouwant toknowabout this special investmentstrategy?Whatifyoucouldbe“inthemarket”butneveragainhaveaworried,sleeplessnight?Isitpossibletodoubleyourretirementincomewithoutanyrisk?

The beauty of these questions in presentations is that people hear thepromises and don’t really hear the question marks punctuating them. Thepromiseiswhat“sticks,”soyoucanloopbacktoitwithyourIrresistibleOffer.

#3:PrimaryPromisesandSecondaryPromisesYoumore than double the impact of a primary promise by following it withseveral reinforcing, secondary promises. As an example, for my MagneticMarketing System®, for salespeople, my primary promise is: put an end to“cold” prospecting once and for all. That produces a number of secondarybenefitsthatcanalsobepromised:

• Nowyoucan invest100%ofyour time inactually selling—nothuntingforsomeonetosellto.

• You can double or triple your income easily and automatically, whenyou’reabletostopwastingtimeonprospecting.

• You’ll be the envy of everybody else in the office—when they watchgood,qualityprospects literally lineup to talk toyou,withoutyouevermakinga coldcallor suffering throughanothernetworkingevent togetthem.

• With the stress of never quite knowing where your next prospect iscomingfrom—orwhen—erased,youcanrelaxandenjoysellingagain.

• You’ll be home on time for dinner!Your spouse, kids, and friendswillnoticethedifferenceinyou.

Agoodruleof thumbis three tofivesecondarypromisesforeachprimarypromise.

If you prefer, these three can all be reframed as questions, per #4. Eitherway,again,yourIrresistibleOfferloopsbacktothem.

#4:Complex,StackedPromisesDaleCarnegie’sandNapoleonHill’sfamousbestsellingbooks’ titlesdeliveredtwo-part,stackedpromises:

(1)WinFriendsand(2)InfluencePeople

(1)GrowRichwith(2)PeaceofMind

Arguably,eitheronewouldbeagoodenoughpromise,butstackedthesumhasmoreimpactthan1+1=2.

Apromiseformytrainingiscomplex.Itstacksthreepromises:

Yougeta(1)MarketingMessagethatismagneticallyattractiveplus(2)theabilitytotargettherightMarketcertaintoberesponsiveplus(3)theabilitytochooseandusethebestMediatodeliveryourMessagetotheMarket.

Averysuccessfulpresentationforaluxurytime-sharevacationclubstackeditspromisesthisway:

(1)Youstayinmagnificent,multi-million-dollarmansions,lakefrontandbeachfront homes, and ski and golf resort homes—never hotels orcondos,with(2)completeprivacy,(3)madereadyforyourstaytoyourliking,byyourinstructions,(4)all-inclusive,withnohiddenorsurprisechargesand(5)yoursatisfactioncompletelyguaranteed.

Suchcomplexpromisesmightnotbepracticalinadvertisinggivenimpatientandfleetingattention,butinapresentationdeliveredtoacaptiveaudienceinaphysical location,or toadeliberately tuned-inaudienceatawebcastoronlinevideo,amulti-item,stackedpromisecanworkwell.Itcanberepeated.Itcanbesaid and shown on slide or screen graphically. It can be dissected and re-

assembled.WhenloopedbacktotheIrresistibleOffer,there’sahigherlevelofsupportfortheofferthanbyanysingle,simplepromise.

Onceyoudecideonandcraftyourpresentation’spromiseorpromises,anddecide on the Irresistible Offer that fulfills or facilitates fulfillment of thepromises,youhavethefoundationofandthebookendsforyourpresentation.Inasense,everythingbetweenthepromiseandthefulfillmentbyIrresistibleOfferisabridgetheaudienceisguidedacross.YouareliterallyleadingthemtoThePromisedLand!

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CHAPTER8

Presentainer®SecretsofMassPersuasion

byDaveVanHoose

here’snotmuchrealcertaintyinbusinessorinlife.I’vebeeninvolvedinsellingbypresentationsforaverylongtime,

andIbelieveIknowanumberofthingsaboutit,butIamalsoalwaysstill learningand,hopefully, improving. Iwasaskedat a seminar if I

could talkaboutanyone thingaboutcreatinganddeliveringpresentations thatwasarock-solidcertainty.Thereis.

ThemoreexperienceIgotwithdevelopingpresentationsandwithdeliveringthemasaspeaker,themorecertainIbecamethat...

Themoreyouteach,

thelessyousell.

In the beginning, I fell into the trap that catches most speakers andpresenters: being a professor. I learned that it is much more useful to be aPresentainer®—ourwordatSpeakingEmpireforsomebodywhocanmoveanaudienceemotionally,connectwiththempersonally,andentertainthemonsomelevel. This is the only way to hold attention and grow interest. It makes you

morememorableandyourpresentationmoreinfluential.Itinvolvestheaudienceastheyliketobeinvolved.TheTVtheywatch,themoviestheyseetwice,thegamestheyplay,andthenovelstheyreadalldothis,andsoshouldyou.

Here’swhatbeingaPresentainer®lookslike:Figure 8.1 shows that if you have a powerful presentation, aswe’ve been

discussing,andyouhavetherightmindsetaboutit,yourself,andyouraudience,andyouhavetherightdelivery,youwineverytime.Let’stalkaboutdelivery.

FIGURE8.1:Presentation/Delivery/MindsetTriangle

1:LeadingandEndingTheclassic,textbookspeakingformulaapplies:tellthemwhatyouaregoingtotellthem,tellthem,thentellthemwhatyoutoldthem.Thisletsyoufirstcreateasenseofanticipation,gettingtheaudiencesittingontheedgeoftheirseatsandhanging on everyword.Most of the great stagemagicians of the golden era,Houdini included, always told the audienceabout the illusion theywouldnextsee, in very dramatic terms—theydidn’t just go out on stage and perform thetrick. At the other end, you summarize what you have told and shown them,because people tend to very quickly forget key points of any complexpresentation.

2:TheYesStateSmallcommitmentsleadtomoresubstantialcommitments.Resistanceisbettererasedalittlebitatatime.Asapresenter,yourgoalistohavepeoplesayyestoyou,mentallyandphysically,anumberoftimesduringyourpresentation.Youcaninvolvepeoplebygettingthemtoraisetheirhands,yellawordorphraseofagreement—“Yes”willdo,evengetting“all thosewho . . .” tostandup.Withmostaudiences,thereislimitedresponsetothefirstattemptatthis,andyouhavetojokewiththemandcajolethemtogetmoreofthemtoplay.

AtSpeakingEmpire,weusuallybuildsomeYesStatequestions,requestsforagreement,andmomentsintoeverypresentation.

Alotofthingscanaffecttheaudience’sstate:whotheyare,howtheycameintotheaudience—willinglyor“sent”byanemployer—timeofdayandfatigue,whattheyknowinadvanceaboutyouandyourpresentation,andlocation.Thishandsyoutworesponsibilities:first,todowhatyoucantohelpgetthemintoapositivementalattitudeaboutyouandyourpresentation’sbenefitsandbenefitsof benefits before they are actuallywith you. Second, to be able to “take thetemperature”ofagroupandmakesomeadjustmentson the fly if it iscold, towarmitup.Thefirstoftheseisreallyallaboutmarketing,andIsuggestreadingDanKennedy’sbookNoB.S.GuidetoTrust-BasedMarketingforalotofgoodguidance.

The one thingnever to do is to leave an audience’smental and emotionalstate to randomchanceand try todealwith it in a single leapover a tallwalltowardtheendofyourpresentation.

3:TheSeven-MinuteRuleHaveyoueverseenaspeakerstartstrongbutlosehisaudiencesometimeduringhis presentation?The audience starts slumping, fidgeting, and even looking attheir phones—at worst, getting up and leaving—one after another. InmakingSpeaking Empire the go-to company for developing powerful presentations,we’vedonealotofresearch,aswellasdrawnfromourownexperience.Oneoftheareaswherethereisalotofresearchtobehadisintheneurosciences.Onefactforwhichthereisconsensusisthatthehumanbraincanonlymaintainfocusforsevenminutes.Itbasicallyfades,stops,andrestartsinseven-minutecycles.That’swhy you need to get your audience to re-engagewith you every seven

minutes.Youcandothiswithaquickrequestordirection,like:

• Raiseyourhandif_________• You’llwanttowritethisdown.• Standupif—or—standupanddo____________• Turntoyourneighborand_______• Repeatafterme...

4:DynamismFeweffectivespeakersstandstillbehindapodiumorlectern,orreadaword-for-word speech from notes or a teleprompter. It doesn’t have enough life to it.Audiencesareaffectedasmuchormorebyhowyousaywhatyousayastheyarebywhatyouaresaying.That“how”includesvoice,confidence,enthusiasm,whether or not you seem to be happy to be in front of them delivering yourmessage,andphysicalmovement.Inmanyways,youareaperformerdeliveringaperformance.

TolearnmoreaboutbeingaPresentainer®,visitwww.SpeakingEmpire.com/presentainer.

S

CHAPTER9

DemonstrationinPresentations

byDanKennedy

eeingisbelieving.It’soneoftheoldestclichés,forgoodreason.As one of my hobbies, I’m a student of the history of the art of

deception,andoneoftheareasoflifeandcommercewhereithasbeenpracticed most ardently, artfully, and consistently is with psychic

phenomena. From simple ouiji board, tarot card, and crystal ball readings topsychics claiming to contact andchannel communication from thedead to theliving,peoplearemade tobelieve,andbelieversaredefraudedof theirmoneyand dignity by con artists who have mastered convincing physicaldemonstrationsof theirpsychicabilities.ThebookTheHeydayofSpiritualismpublished in1970 isoneofhundredsof exposéandhow-tobookschroniclingthepopularityofmediums,psychics,faithhealers,andthelike,fromtheearliestdays of the 1900s.Despite all the education and information that has becomeavailablesincethen,theexactsametricksusedthenareusednowbyscammersplyingthesetrades.TheonlydifferencenowisthatsomeofthemgettheirownrealityTVshows.

Fortherecord,itisallcharlatanism,deception,andfraud—oftencruel.I mention it as a demonstration of the power of demonstration for

presenters.The séancewas and still is the number-one type of demonstration-presentation of this industry. People gather in a room thatmust go dark, as amediumsupposedly renderedunable tomovebyhandsheldandfeetboundorlocked in a cabinetor someothermeansconnectswithTheOtherSide, anda

ghostlypresencespeaks throughherbutalso lifts the table,knocksobjectsoffshelves,rufflesoneoftheattendees’hair,emptiesaglassofwater.Themediummayalsoemitectoplasmfromherprivateparts, speak in tongues,vibrate,andcollapse.Another favoreddemonstration is the “cold read,”where thepsychictellspeoplethingsaboutthemselveshecouldn’tpossiblyknow,ofteninconcertwith aid from each person’s dearly departed, and conveys heartfelt messagesfromthedeadparentsorchildren.Whenit isdonewell, it’shardtodisbelievewhatyouareseeing.

Faithhealingisofthesameschooloftrickery.Peoplestill,tothisday,leaveAmerica, travel to distant third-world countries, and hand over large sums to“miracle workers” who can deliver incredibly convincing demonstrations ofopeningaperson’sbodywithnoknifeorscalpel—justbarehandsorevenmindpower—and withdrawing blackened lumps of cancer or evil spiritmanifestations, curing the afflicted and desperate people, although thedemonstrations to the customer or the audience of prospective customers isusuallydonewithaprofessionalperformerandco-conspiratorpretendingtoberiddledwithadiseaseandneardeath.It’sallbunk.Butwhenitisdonewell,it’shardtodisbelievewhatyouareseeing.

Houdini did his level best to debunkmany of these fraudsters, yetArthurConanDoyle famouslybelievedHoudini’s harsh criticismof thepsychics andspiritualists was just a cover-up, as was his magic; Doyle believed Houdinihimselfactuallyhadmagicalandpsychicpowers!

This is what physical demonstration does. It creates, magnifies, andsolidifies belief because an audience believes what it sees. When it isdonewell,it’shardtodisbelievewhatyouareseeing.

In selling, one-to-one, in the home, in offices and clinics, and to groups,physical demonstration has long played a chief role, and many of thesedemonstrations have not gone away either. The incredible blender/foodprocessorisstilldemonstratedtodayonTV,instores,andatfoodandhomeandgardenshowsexactlyasitwasdemonstrated20yearsago,30,40,50yearsago.The same Tupperware® demonstration first devised by Brownie Wise in the1950sisstillusedbyTupperware’spartyplanagentsinlivingroomsallaroundtheworld today. I learned and used demonstrations like that for a number ofproducts inmy earliest years, selling to people in their homes. I later deviseddemonstrationsforuseinTVinfomercials.Ihaveawhaleofalotofexperience

withdemonstration,andIassureyouregardlessofwhoyouare,whatyousell,whereorhowyousell it,whateverpresentation todevelopanddeliverwillbemultiplied in power if a compelling seeing-is-believing demonstration can beadded.

You may think there is no way to demonstrate what you sell or do in ademonstrationtoanaudience—andyouarealmostcertainlywrong.Figuringoutdemonstrations for tangible products is relatively easy. The aforementionedmagicblender intowhichyoucanstickawholewatermelonandget juice, theknife that cuts a tomato into paper thin slices right after being used to carvewoodor cut ametal nail in half, the red copper pan nothingwill stick to, theamazing car polish so protective you pour gas all over the hood, light it,extinguishit,andthere’snotevenasmokesmudge.Butyoucandemonstratetheintangibleaswell.

Ifyou’veeverbeentoanetworkmarketingcompany“opportunitymeeting,”youknowabout“TheCircles.”Foratinygroupinalivingroomoronstageinfront of hundreds or even thousands, somebody draws the circles on thewhiteboard:Youonlyhavetobringsixpeopleintothebusiness,thentheyeachget six, then they each get six, etc., etc., and you are atop a gigantic,mushrooming constellation of busy-bee distributors from which money ispassingupstreamtoyou.Butitisonethingseeingredandblueandgreencirclesdrawnonawhiteboard.ItwasaverydifferentthingtheSaturdayIwatchedanAmwayleaderbythenameofCharlieMarshget20helpersonstagetounrollahuge,seven-foot-highandaswideas the roomrollofbrownbutcherpaperonwhichphotosofeverybodyinhisorganizationthroughitsfirsteightlevelshadbeen glued on in the same pattern as you would draw the circles, with linesconnecting them, and hewalked around in front pointing to different ones hecould tell the audience about but also admitting he’d never evenmetmost ofthem,and thenpointing tosixat the topconnecteddirectly tohimandsaying,“They’retheonlyonesIrecruited.”Thatwasademonstration!

Inmyspeechthatsoldtensofmillionsofdollarsofmyhomestudycourseandtoolkitforsmall-businessownerscalledTheMagneticMarketingSystem®,Ibuiltindemonstration.Allthepromisedresultswereintangible.Therewasnophysicalway toshowcustomersofabusiness receivingdirect-mailsequences,reading, thencomingintobusinessesbecauseof theSystem.Theproduct itselfwaspaperpagesinanotebook—remarkablyunexciting.ButIcoulddoashow-and-telldemonstration.ThenowfamousseriesofGiorgiolettersfortheItalianrestaurantownerturnedRomanceDirectorcanbeseeninmybookTheUltimate

SalesLetter,4thEdition.Iexplainedthese,showedthemonthebigscreenasIreadportionsofthem,emphasizedwhattheydemonstratedasIwent,andendedwiththeflourishofarhetoricalquestion:DoyouhonestlybelievethatanybodyreceivingthesefourlettersdoesnotknowallaboutGiorgio’s,isn’tshowingtheletterstotheirspouse,neighbors,andfriends?Forfourpostagestamps,we’vemadehimfamousalmostovernightinhismarket!

That “bit” in my presentation became so well-known and loved, thataudiences asked me to do it again and again as they became part of mypermanentaudienceattendingseminarsoveryears.

For someyears, I had a clientwhowas the reigning authorityon stoppingemployee and deliveryman theft in the supermarket and convenience storeindustry, and he delivered presentations to that industry’s company owners,executives,andstoremanagersabout100timesayear.Mostwereskepticalofhis information, believing their chief problems were with shoplifters. Wedevisedadramaticdemonstration.Hebroughta“denier”manageruponstage,setupafakedeliveryinafakestore,andchallengedthemanagertoblockeveryattempt to steal from him as the bread deliveryman—then right in front ofeverybody—robbedthepoorvictimblind.Foranotherclientwhosellsincomingcalltrainingtodentists,wedevisedasecretshoppingandrecordingoftheactualofficesofthedoctorswhowillbeinanaudienceataconvention,thenheplaystherecordingsoftheirownstaffs’bunglingofcallsfromthestageforalltohear,oneaftertheother,untilthegroupyells,“Wesurrender!”Forafinancialadvisorspecializing in reducing taxbites into retirees’401(k) and IRApayouts, at hisfree seminars for seniors, Ihavehimbring several folksup to the frontof theroom,givingthemeachareal$100.00billandacigarettelighterandinstructingthem toburn themoney just like theyarewith theirpoor tax strategies.Manycan’tbringthemselvestodoit.Theirhandsshake.Whenhethenputsabout20ofthe$100.00billsinametaltray—representingtheaveragelossesofaretireefromhisIRApayouts tounnecessarytaxes—andpours lighterfluidallover it,theaudienceeruptsandbegshimnottoburnthepileofmoney.Whentheyhaveall agreed they shouldn’t either,he sets aside the lighter fluid andpromises todonatethe$2,000.00insteadtoacharitynamedbyoneofthepeopleinthefrontrow.

Thereisademonstration,andoftenadramatic,high-impact,andmemorabledemonstration,tobecreatedforeveryintangibleserviceorproduct.Ifyoudon’tcreateanduseone,youaredeprivingyourselfofoneofthekeyelementsofthemostpowerfulpresentationpossible.

Formoreaboutthis,andaboutDan’slifeinsellingbyspeaking,andallhismethods,getacopyofhisbookSpeaktoSell.

W

CHAPTER10

SomeoneToSpeakandPresentTo

byDustinMathews

hile this is a book all about the maximum-effectivenesspresentationitself,there’snopointtoitwithoutanaudienceforit!

Withthat inmind,I’mgoingtotalkalittlebitabouttheliveeventandtheassemblyoftheaudience.

I’vemademylivingfromdoingalotofliveeventsinphysicallocationswithaudiences. There aremany benefits to this. First of all, creating an event andofferingittoatargetmarketorthepublicimmediatelygivesyousomelevelofcelebrity status and can position you as an expert.After all,when is there aneventpromotedandheldstarringanobody?

Liveeventsareastapleoftheentertainmentindustry.Moviestarsaren’tjustseen in movies, but at live events—movie premieres, red carpets at awardevents,theCannesFilmFestival,Comic-Con.Thesearebreathlesslyreportedonby themedia and eagerlywatched bymillions of people.Athletes’ games arelive events. In this past presidential election, Donald Trump lived by the liveevent attendedby thousands,muchgrander in theater and spectacle thanmostpoliticalgatherings.Evenasmallliveeventcanwrapyouinstatus,importance,and celebrity. For many years, a client of Dan Kennedy’s, a genealogyresearcher, did a speaking tour once a year, conducting small grouppresentationsatpubliclibrariesandbookstores,typicallydrawingonly15or20

toeachevent.But to them, shewasaVery ImportantExpert,byvirtueof thelibraryorbookstorehavingpromotedherevent.Fromthese,shesecuredalltheindividual clients she could handle, for whom she did comprehensive familyhistoryresearchprojects,atfeesfrom$5,000.00to$25,000.00each.

Theliveeventcanalsobeagreatplacetoshowoffexistingclientstonew,prospectiveclients.Smartcosmeticsurgeonsordentistswhoholdliveeventsforpotentialpatientsalwayshaveat least severalof theirproudest,happiest,mostbeautifulpatientstheretobeintroduced,interviewed,met,andmingledwith.

Your own live event is the perfect place to deliver your ownpresentation,becausethereisnointerferencefromothers,nolimitationsorrulestoadhereto,andtheassembledaudiencehascometoseeandhearfromyou.

Asyouknow,Dan,Dave,andIarebigbelieversinone-to-manyselling.It’sworthafairamountofmoneyandefforttogetagroupof50prospectstogetherin one place at one time, weighed against the time cost of meeting with 50different people individually and delivering the presentation one-to-one 50times.

Thereareafewdifferentkindsofliveeventsyoumightwanttouse.

One iscommonlycalled the“previewseminar.”Youmaybe familiarwiththerealestateinvestingindustry’sversionofthese,typicallypromotedonradio,onTV,innewspapers,andbymailaswellasonline,andheldinhotels—oftenonceinanafternoonandagainthateveningatfivedifferentlocationsinacirclearoundacity,fivedaysinarow.Likethese,mostpreviewseminarsaretypicallybrief—from 90 minutes to 2 hours—so they can be done as lunch-and-learneventsorheldaseveningseminars.Theyareintroductoryinnature,sometimesleading to registration for a subsequent multiday seminar, to follow-upappointments,orboth.

AverysuccessfulfinancialadvisorinMichiganconductstwo-hourpreviewseminars at community colleges, libraries, and community centers aboutmaximizing Social Security, Medicare, and other government benefits forretirees.Atthese,hemovespeopletoafullday,9:00a.m.to5:00p.m.seminaronsaferetirementinvesting.Fiveorsixofthepreviewseminarsfeedintooneofthefull-dayseminars,usuallyheldonaSaturday.Outofthatdaylongseminar,individual appointments are set with interested, qualified potential clients towhom customized financial plans, annuities, insurance, and precious metalsinvestmentscanbesold.

Another is the “customer appreciation event.” This may be a seminar orworkshop or a less formal social gathering. In either case, past and presentcustomersareencouragedtoattendwithfamily,friends,andco-workers.Pastorsrentmovie theaters, showa family-friendlymovie, and inviteparishionersandtheirfriendstoattend.Usually,thepastormakesonlyafewwelcomingremarks—there is no presentation, but he’s there to greet and meet, there’s churchliterature,andsomepromotionforanupcomingeventatthechurchtakesplace.Othersusingthisexactsamemovietheater/filmnighteventincludemartialartsacademyowners,orthodontists,andfinancialadvisors.Acustomerappreciationeventmore suitable toan introductorypresentation isa lunchordinnerwithaguestspeakerorcelebrityinadditiontoyourself,possiblyalocalsportsorTVcelebrity.

Finally,thereisthe“real”seminarorbootcamp.Theseareatleastonedayin length but usually two to four days. This is a great venue to sell high-end,complex “programs,” services, or bundles of products and services.You havethe luxury of time, a choreographed build-up to the sales presentation andmultiple opportunities to support the sale before and after the presentation.Attendees can be badged or otherwise identified as being owners of orparticipants in theprogrambeingsold.Theycanbebroughtuponstage tobeinterviewedabout their successfulexperiencesand/orgivenawards.Theentireevent can be organized to support the one thing being sold and its salespresentation,ortimecanbeapportionedsothatmultipleproductsorservicescaneachgettheirownpresentations.

Whateverkindofeventyoudecidetodo,you’llhavetochooseaplace,date,andtime.

Ifyouareholdingalocaleventforpeopleinyourcityorachosencity,besuretotaketrafficandtrafficpatternsandotherlocalevents,intoconsideration.DaveandIonceneglectedcheckingoncommunityeventsandhadanIronmanTriathlontakingplace,blockingoffthreeofthefourstreetsaroundthehotelwewereholdingapreviewseminar in. In somecities, typically thosedesignedasspokes-and-wheel,acentrallocationcanbebest.Inothers,wherethereisgreatresistancetocrossinganeast-westornorth-southdividingline,youmayneedtoholdyoureventtwice,onceoneachsideoftown.Sometimesanairport-adjacenthotelcanbeeasiest toget tobythefreeways.Ifpeopleareflyingin toattend,theairportlocationcanbethewinner.

Ifyouareholdingabiggereventforanationalaudienceandpeoplewillbeflying in from all over the country, you have to consider seasonal weather,airlinehubsandavailabilityofdirect flights fromothercities,andcosts to thetravelers. Ifyouwant thedestination itself tobeamagnet,LasVegas leaps tomind. Everybody likes a good excuse to go to Las Vegas. But you shouldremember that Vegas is a party city, and there’s a lot of competition for theattentionandmoneyofyourattendees.DaveandIchoosenottouseVegas,andI’mfondofOrlandobecause it’s family friendlyandreadilyaccessible for theentirecountry.

Next,whataretheoptimaldatesforholdingyourevent?

Theansweris:Itdepends.Ifyouraudienceis thegeneralpublic, forconsumerproductsorservices,a

weekendmightbebestasthisaudiencehasmoreflexibilitywiththeirschedulethanduringtheweek.Ifyouraudienceisfromthecorporateworld,doingyoureventonaweekendmaynotbe the smartplaybecause theywant touse theirtime for family, social activities, and recreation. If your audience is from thesmall-businesscommunity,youhavetotrytofindthedayoreveningthattheycanbeawayfromtheirbusinesswiththeleastdifficulty.I’vefoundthatalotofchiropractorstakeThursdaysoffbutareopenonSaturdays,sodoingaseminarfor themonThursdaymightbebest.DanKennedyhadacompanyforseveralyears thatputover20,000chiropractorsanddentists intopreviewseminarsallover the U.S. and Canada, and he used evenings, 7:00—9:30 p.m., MondaythroughThursday.

Therearealsoseasonalconsiderations.MondayNightFootballusedtomakeMonday nights during the season impossible. MNF has lost some of itsexclusivitynow,thankstoalsohavingSundayandThursdayNightFootball,butinmostmarketswithcollegeteams,youcan’triskSaturdays.

Next,whataretheoptimaltimes?

Thisdependsonyouraudienceandmarketandcanbeaffectedbyyourownlogistics. If you are only doing occasional events locally for your business orpractice, you can settle on an ideal time. When we were in the business ofpromoting public preview seminars about real estate investing and weretravelingfromcity tocity todoit,wechosetodotwopreviewsadayineachplaceevenifthatwasn’tideal.Itusuallycostthesametorentthehotelmeeting

roomforahalforwholeday,ourtravelcostwasthesame,andourpromotioncostswerethesame,sowesettledforsmalleraudiencesateachtimetogettoabiggertotalaudiencefortheentiredaythanwecouldachievewithonetime.Wewere young.We experimented a lot, too, and if you are going to do a lot ofevents,youshouldtoo.Forexample,wetestedschedulingourtwo-hourpreviewduringpeople’slunchhoursfromnoonto2:00p.m.Wefoundthatfewerpeopleattended than at any other time, butwe had amuch higher conversion rate; ahigherpercentageoftheaudienceenrolledintheprogrampresented.Mytheoryis that the people who had enough flexibility and control over their workdayschedulesweremoreintunewithusandourparticularoffer.

Inmultiday boot camp, some very successful event holders like to totallyconsumetheattendees’timewithsessionsstartingat8:00a.m.or9:00a.m.andgoingintotheevening,to9:00or10:00p.m.Butotherequallysuccessfuleventholdersprefergivingthegroupseveningsofftonetworkandsocializewitheachother—and rest. If you have high-energy subject matter or are doing intensepersonaldevelopmentwork,youmaybeable tokeep themupand insessionsuntil2:00a.m.I’vecertainlyseenthis,andsometimeswonderifpersonalgrowthgurus have a secret competition to see who can keep their audiences up thelatest.Ifyouhavemoretechnicalsubjectmatter,I’dthink9:00a.m.to5:00p.m.mightbethelimit.

With long hours and multiple days, one of the most important decisionsyou’ll make is when to do your most important presentation that sells theproducts,services,orprogramsyouassembledtheentireeventtosell.Therearemanythingstoconsiderinmakingthatdecision.Doestheaudiencealreadyhavearelationshipwithyou,orareyoucreatingtrustfromscratchattheevent?Howdifficult is the buying decision, and how expensive (to the audience) is thedecision?WilltheyneedtophonehomelikeE.T.orprayonitovernightlikeadevoutBaptist?Areyougoingtoofferaspecial,earlya.m.breakfast,next-daylunch,cocktailreception,orfast-starttrainingforthosewhobuy?Thinkthroughthe timing and agenda placement of your most important presentation verycarefully.

Formany people, there is a question of whether your event should befreeorinvolvepaidregistration.

In-officeevents—likehealth-careclassesputonbychiropractorsforpatientsand patients’ guests, a preview seminar about implants put on by dentists, a

presentation onRoth IRAs given by the financial planner—are almost alwaysprovidedfreeofcharge.Manypreviewseminarsheldinhotels,locally,ordoneasnationwidetoursarealsoofferedfreesoasnottoputadecisionbarrierintheway.Butmakenomistake,justbecauseit’sfreedoesn’tmeanyoudon’thavetohustlenearlyashardtogetpeopleregisteredasifyouwerecharging,andwithfreeevents,youmaygetabiggernumberregistered,butyou’llfindmanywon’thonor their commitment, leaving you with empty chairs. A strong post-registrationfollow-upcampaignisalmostalwaysneeded.

Someeventsareofferedwithseatdeposits.Thisiswhenthepeopleregisterwith their credit cards, with a small seat deposit to guarantee they’ll attend,which they forfeit if they don’t showup.This can slightly reduce the numberregisteringbutasmuchasdoublethepercentageofthoseshowingup.

In our business, we’ve moved more and more to paid events, and I likehaving both an accurate count of what the actual attendance will be andcommitted,investedattendees.Withpaideventssuchasbootcamps,weuseandrecommendusingpricetiers,likegeneraladmission;VIPadmissionwithbetterreservedseating;andVIP-PLUS,withthebestreservedseatingandotherperks.

None of this matters if you don’t have a way to fill the seats at yourevents.Themostimportantthingtoknowaboutthatis:Havemanyways,notjustoneway,ifatallpossible.

Ideally, you have your own lists of customers, clients, or patients past,present, and pending who can be invited and urged to bring family, friends,colleagues,orpeers.Ifyouareorganizingalocaleventforyourlocalbusinessor practice, you may want to partner with a noncompetitive but compatiblebusinesssoyoucanbothdeliverpresentationsandeachbenefitfromexposuretotheother’s lists.Besureyourcustomersseepromotionforyoureventateveryturn,fromin-officeorin-storesignageandflierstoyourwebandsocialmediasitesandezines.

Whethermarketing events locally or nationally, there are relevant trade orprofessional associations or clubs and organizationswhomaybe persuaded topublicize,support,orevensponsoryourevents.Ifyouareinterestedinthis,andin lists of such groups, check out the information athttp://NoBSPresentations.com/associations.

TwoothergoodresourcesareEventbrite(www.eventbrite.com)andMeetup(www.meetup.com). I like to use them to connect with organizers and make

deals.WealsolovetoleverageMeetupatthelocalleveltoadvertiseevents.Ifyou need mailing lists to use with direct mail, the big daddy is SRDS(www.SRDS.com),themarketplaceofliststorent.OneofmyotherfavoritesforlistresearchisatNextMark(https://lists.nextmark.com/market).

ManypeopleareusingFacebookandothersocialmediaforevents.ThereisabookintheNoB.S.seriesloadedwithinformationonthis,theNoB.S.GuidetoDirect-ResponseSocialMediabyDanKennedyandKimWalsh-Phillips.Weusepaid,targetedFacebook,Google,andYouTubeadsforourowneventsandpromoteorganicallythroughTwitter,LinkedIn,Instagram,andFacebook.

Wehaveclientsinfinancial,investment,andopportunity-relatedbusinesseswhoare stillusingcitynewspapersveryproductively.No,newspapers arenotdead,andratesareoftenreasonableandaffordablebecausea lotofadvertisersbelieve theyaredead.Don’t ignore thenewspaper,especially ifyouraudienceageis55andolder.WehavefilledalotofeventswiththenewspaperadshowninFigure10.1onpage82.

FIGURE10.1:NewspaperAd

Fillingseatsforevents,smallorlarge,israrelyaresultofonebig,splashyadcampaignoronesimpleannouncement.Peoplearepickedoffoneatatime:onepersonbyasocialmediapost,anotherbyaletterorpostcard,anotherbywordofmouth, and so on. Business owners who do a lot of events to promote theirbusinessesandacquirecustomersorclientswillunanimouslytellyouthattheirsuccess at bringing audiences together comes from doing a lot of differentthings.

WhereWillYOUGetYourAudiences?

Thisbookisaboutcraftinganddeliveringpresentations—notaboutseminaroreventmarketing,sothischapterhasbarelyscratchedthesurfaceofthat.SpeakingEmpirehaspreparedalengthy,

sothischapterhasbarelyscratchedthesurfaceofthat.SpeakingEmpirehaspreparedalengthy,in-depth“SpecialReport”onSeminar,Workshop,andSpecialEventPromotion,includingsamplesorpromotionalpieces.Asareaderofthisbook,youcangetacopyfreeofchargebyrequest.

Simplyvisithttp://nobspresentations.com/bonusesorcall800-687-4061torequesttheSpecialReportonSeminar,Workshop,andSpecialEventPromotion.

ThereisaresourcesystembuiltaroundDanKennedy’sseminarmarketingstrategiescalledButtsInSeats:PackaRoomwithYourPerfectAudience,andotherrelatedresourcesavailableathttp://GKIC.com/services/products.

I

CHAPTER11

NoTwoAudiencesAreCreatedEqual

byDanKennedy

am now going to give you a shocking fact about success withpresentations, whether delivered one-to-many in physical, real-worldvenueslikeseminarsordeliveredinvirtualrealityviaonlinemedia,whichwe’ll next discuss in Section II of this book. Note I said “success with

presentations”—not“effectivepresentations.”Hereis theshockingfact:Resultsfromapresentationvary,havingnothing

todowiththepresentationitself,itsstructure,itscontent,itscleverness;nothingtodowiththeability,experience,orefficacyofthepresenter;andnothingtodowith the venue or the media where the presentation is delivered. But thesevariancesarenotrandomoraccidental—theyarebycauseandeffect.

ThismeansthateverythingDustin,Dave,andIhavepresentedsofaraboutcrafting effective presentations is imperiled and potentially sabotaged, evenpossiblyrenderedworthless,bythisshockingfactifleftunmanaged.

There,Isaid it.Thisentirebookandyour timespentwith itcanbezeroedoutbyjustonemistake.

Almost all my professional speaking, encompassing well over 2,500compensated engagements plus additional ones done for business promotion,spanning 40 years, have involvedmy direct selling of print, audio, and videoinformation products in the presentations, driving people to product tables or

teamswhocollectorderformsatthebackoftheroom.Thisisthepurest,mosthonest critique possible. There have been fewer than a dozen of these timeswhenIhavezeroed.Blanked.Leftempty-handed.Failedabysmally.Notaoneof those dozen had anything to do with my presentations; I was deliveringalready tested, refined,well-proven, and consistently productive presentations.Not a one of those dozen had anything to do with my delivery of thepresentations; I was sufficiently rested, healthy, able, prepared, capable, anddynamic.Everyoneofthedozen“bombsites”weretheresultofonethingandonethingonly...

Wearegoingtotalkaboutthesecretofpre-existingconditions.You may know this term from health care and the feature put into the

original Obamacare that restricts insurers from refusing coverage orappropriatelypricingcoveragetopeoplewithpre-existingillnesses—makingit,incidentally, mathematically and financially impossible to provide healthinsurance without gigantic financial losses, as the fool’s-gold idea inviteseverybodytowaittobuyinsuranceuntiltheyareill.Butthisisnotthekindofpre-existingconditionI’mtalkingabouthere,althoughtherearesimilarities.Notevenanewborninfantisfreeofpre-existingconditions.Thebabyhasgenesandthus a genetic predisposition to certain diseases or illnesses and to certainwellness or probable life expectancy. Momma may have smoked, imbibedalcohol,orheavenforbid,listenedtorapincessantlyandtherebycursedthebabywhile itwas still in itswomb.Grown-ups, coming to the doorstep of a healthinsurer, carry a lotmoreof thesepre-existing conditions.Nonearrive aspure,clean, and undamaged physical specimens, nor do any arrive with perfectlyopen, teachable, and coachable minds to be influenced about personalresponsibility,diet,orexercise.Inthepast,insurerswere,tosomeextent,abletosift, sort, reject, and accept people based on both pre-existing conditions andpredictive indicators of longevity, years of expensive illness or infirmity, andeven compliant or noncompliant behavior. As I write this, that authority overwhosuchcompanieschoosetodobusinesswith,atwhatprices,andunderwhattermshasbeenlargelytakenaway.Thisseemslikeagoodthingforconsumers,but itsevolvingreality iscollapseofahealth insurancesystemthathasserved93%of theAmericanpubliceffectivelyupuntilnow.Fortunatelyforyou, thisauthorityandpowerhasnotbeen taken fromyou.Youstillhave theauthorityandpower to choose your customers and your audiences.What Iwant you toknowishowvitalitistoexercisethatpower.

People come into your audience with pre-existing conditions. Mental,

emotional,philosophical, experiential,habitual andbehavioral, and—importantifyouareselling—financial.Noonecomeswithafullyopenmindorheart.Yougetnoblankslates.

INFORMATIONCHANGESLIVES—likenothingelsecan.ThisisthebusinessIamin.Ichangelivesforaliving.Mostly,ifyoucraft

anddeliverpresentations,onewayoranother,you,too,willbeinthebusinessofchanging lives for a living. If you are a podiatrist and give a presentation allabout thehistoryof shoes, the little-understood scienceof foothealth, and theavailability of orthotics, you are changing lives by potentially improving thequality of people’s lives, extending their ability to participate in sports asrecreationinlateryears,andenablingthemtowalk,hike,andrunwithoutfootpain. Ifyouarea financialadvisor,yourpresentationonminimizing taxesandmaximizing yields on safe retirement investments has the potential of givingseniors improved lifestyles, money to aid their grandchildren with collegeeducations, business startups, or first home purchases, more generouscontributions to charities, and overall peace of mind. Your presentation maychangearetireefromalargelyuninformed,vulnerable,andpassiveinvestortoasmarter,safer,andmoreengagedinvestor.Almosteveryprofessional,businessowner,andentrepreneur,aswellaseveryauthor,professionalspeaker,andself-appointed guru is, by their presentations, attempting to provoke and createchange.

Afterall,whomakesanypositivechangeinthemselves,theirlives,ortheirbusinesseswithout firstdiscovering,beingprovided, andoftenbeing forced toconfrontinformationthatisnewtothem?

By presenting information, we are engaged in the noblest of causes. Bymaking people aware of information, ideas, products, and possibilities theynever knew existed with well-crafted presentations, we can focus people’sattention on beneficial opportunities theywould otherwise barely glance at orignore. When you assemble an audience and deliver your presentation, evenwhen its chief purpose is to acquire a customer or make a sale, you displayinformationthatcanleadtodynamicchange.

Butinformationdoesnotchangeeverylifeorchangeanylifeautomatically,organically, or by osmosis. We only affect those ready and willing to beaffected.Changeisaparticipatoryactivity,notapassivereceipt.Thisiswhy2,10, or 10,000 people in very similar circumstances can all be given the sameinformation,andonlyoneortwoorahundredwillseeanychangesbecauseofit.Thisiswhytwopeopleinidenticalbusinessesinthesametowncanbegiven

thesameinformation,andonesoarstonewheightswhiletheotherstaysinplaceon the ground. This nearly drove a friend of mine insane: He believed hisinformationshouldcauseeveryoneheshared itwith to soar,andhe tookeachonewhodidn’tpersonally.Theaccumulatingburdencrushedhim.I,fortunately,figureditoutearlyandtookwhatsomewouldconsideracallousattitudeaboutit:Hereisinformation,dowithitwhatyouwillordonothingatallandit’sallonyou,notme; Iwillcelebratesuccesswith thosewhousemy information, Iwillignore,beunfazedby,anddomybesttofastforgetthosewhodon’t.

Achangeagentcanonlyeffect changewithchangemakers. Just asachefcanonlycreategrandmealswiththerightingredients,aTVseriescansucceedonlyifpopulatedbyinterestingcharactersanaudiencecomestocareabout,oracarcanonlygetusfromplacetoplacefueledwithgasandoil—notwaterandtofu.

This iswhypsychographicsaremore important thandemographics.This ishow data can fail us. I often tell the story about the change in many states’privacylawsyearsback,whichputdriver’slicensedataandlistsonthemarketfor the first time—giving companies in the diet and weight loss industry theseemingly golden opportunity to get lists by gender, age, height, and weight,thusgettinglistsofshort,fat,dumpywomen.Itwasthoughttobeanewroadtoriches.Butwhatthedatacouldnotknowortellwaswhetherornotthosewomencaredenoughaboutbeingdumpy,andwerementallyandemotionallyready toresponsiblyandactivelyparticipateintheirownpositivechange.

Information changes lives as nothing else can, but not by itself and notuniversally applied. The great success philosopher JimRohn and Iwere oncecomparingnotesaboutmanythings,andwegottothesubjectofpeoplewhoselives were dramatically changed by our information. Jim pulled several tear-jerking, heart-wrenching, and amazing testimonial letters from his pocket andsaid,“I’vegotletterslikethesefillingdrawersathomeandsodoyou,andit’simportant to remember that they havemuchmore to dowith the peoplewhowrotethemthanwithmeoryou.”Profoundlytrue.Jim,quotingfromtheBible,taught“Ifyoucastthefinestseedsontohard,infertileground,nothingwillgrow.Buteven themostordinaryseedscastuponrich,soft,open, fertilegroundcangrowbountifulcrops.”

In short, it is the pre-existing conditions of the audience you assemble,appearinfrontof,orotherwisedeliveryourpresentationtothatcan,andoftendoes, control your success or disappointing results—not the presentation itselfandnotyourdeliveryofit.

Even comedians know this to be true.The late, brilliant comedianShelleyBermanoftenopenedhisliveshowsbyinstructingtheaudienceonthisfact.Heexplainedthathewasperformingwell-testedandprovenfunnymaterialjustashehadformanyotheraudiences.Hetoldthem:“Whetheryouhaveahellofagoodtimeheretonightornotdependsalotmoreonyouthanonme.”

Withall this inmind, thereare fourverypragmatic,pre-existingconditioncriteriaforyoutoconsiderandexerciseasmuchcontrolaspossibleoverfortheaudiencesyoudeliveryourpresentationsto:

1. CANtheybuy?2. SHOULDtheybuy?3. WILLtheybuy?4. CANandWILLtheybuyHEREandNOW?

For our purposes here, “buy” canmean “buy,” or it canmean some otherdesiredresponsetoandoutcomefromyourpresentation.

CAN refers mostly to financial ability and secondly to their degree ofautonomy in making a decision. If there is a corporate committee, board,accountant,attorney,spouse,etc.,withsignificantinfluenceoverthedecisiontobemade, and they are not in the audience right alongwith your prime target,yourpresentation is sabotaged. If theyhave insufficient cashor credit tomeetyourpriceforyourserviceorproduct,themostpowerfulpresentationwillfail.

So,here’satradesecretfrom“getrichinrealestate”multidaybootcamps,wheretrainingandcoachingprogramspricedfrom$10,000.00to$40,000.00aresoldbyspeakers:Early in theevent, apresentation isgivenaboutwhat to saywhen calling one’s credit card companies to get the credit limits on the cardsraised, ostensibly to create some working capital for real estate deals. But inharsh reality, this is to enhance the audience members’ ability to buy thesubsequentlyofferedprograms.Theattendeesareencouraged,onabreakintheseminar,tojumpontheirphones,calltheircreditcardcompanies,andseewhattheycangetdone.Youmayhaveasqueamish reaction to this.But it shinesaspotlightonhowvital thefinancialabilitytobuyis.Inthiscase, thewiliestofthesemarketersnotonlytriestoexertsomecontroloverabilitytobuy—bythemedia used to attract the people in the first place, the ad messages, and aweeding-outprocess—but then also tries tobetter ensure ability tobuyduringthe event where the sales presentation will take place. I am not necessarilysuggesting some specific equivalent of this tactic for your business, but I

wouldn’t rule it out either. I amemphasizing that anaudienceneedsability tobuytobeareceptive,worthwhileaudience.

SHOULDreferstoappropriateness.Inmypersonalopinion,asanexample,selling the above-described get-rich-in-real-estate training to truly poor peoplewithhardlyanyresources,puttingthemintodebtthatissignificantforthembybuying it,andknowingmost lack thebasicbusinessandnegotiatingcapabilityrequired is predatory and dumb business to boot. It is better for that sametrainingbesoldtopeoplewhoaresalesprofessionalsinvariedfields,ownersofhomerepairandcontractingcompanies,doctors,accountants,andotherswithafoundational level of capability and the financialwherewithal to support somelevelofrisk.Whateverbusinessyouarein,therearepeopleveryappropriateforit, marginally appropriate for it, and arguably, mostly inappropriate for it.Granted that every person has the right to judge their own appropriateness.Grantedthatasuper-humansalespersoncansellicemakerstoEskimos.Butwhyengage in such difficult work, of questionable value to your audiences andcustomersorclientsandpotentiallyharmfultoyourownself-esteem,whentherearehighlyappropriatecustomersforwhatyouhavetooffer?

WILL refers to pre-existing propensity and known, regular behavior. Thisinvolves knowing what else they’ve bought and where, when, and how theybought it, to sync with and avoid acting in opposition to their normal orconditioned behavior. Let me give you an example. I helped launch a nowfabulously successful and rather unique software company called Infusionsoft,which has the only fully integrated CRM, online, and offline multistepmarketingandno-failfollow-upsystemforsmallbusiness.Initially,itwassoldfromthestagebyspeakersatmycompany’smemberevents.It’sacomplexsale,and earlyon, itwas a largelyunknownandunprovenproduct. It involvednotonly a significant financial commitment but also significant disruption towhatevercobbled-togethersystemsthebusinessownerwasalreadyusing.Ihavejustdescribedsomethingnotnaturallyconducivetoaone-step,directsalebyaspeakerdeliveringapresentation toanaudience.However,myaudienceswerewell-trained to buy from speakers in such settings and to buy at relativelyexpensive price points. My audiences were well-conditioned to pay closeattention to presentations that obviously had the selling of something as theirobjectivebecauseareasontobeatmycompany’seventswasdiscoveryofnewand improved business-building tools. The same speaker delivering the samepresentationaboutInfusionsoftwouldhavefallenflatwithmostotheraudiencesand certainly with an audience assembled on their own of randomly chosen

small-businessowners.Willingnesstobuymattersalot.Itseguesto...CAN ANDWILL THEYBUY—HEREANDNOW,which refers to the

time,place,andcircumstancesinwhichyourpresentationisbeingdeliveredaswellastothehabitualorconditionedbehavioroftheaudience.

Earlier, Dustin mentioned his dislike of Las Vegas as a site for seminarsdespite its attractiveness as a destination. I share his position. I believe anaudience’sabilitytobuynowcaneasilybecompromisedbygamblinglossesorotherimpulseexpenditures.AndIbelieveanaudience’swillingnesstobuynowcanbecompromisedbybeingoutallnight,beinghungover,sufferingthrobbingheadaches,andsittingthere inafog.Asanaside,formultidayevents, Iprefercities with less competition for attention and right-sized, somewhat isolatedhotelswheremyaudience takes thepropertyover, stayson-siteonbreaksandafterhours,andconvenestogetherintherestaurantandbarratherthanscatteringtothefourwinds.

Differentpeoplehavedifferentpropensityfordecisiveactionorpurchasing.Entrepreneurs,forexample,tendtomakeimmediatedecisionsmorereadilythando corporate executives. Salespeople tend to make immediate decisions morereadilythanengineersorschoolteachers.Obviously,asnotedintheInfusionsoftexample,peopleexperiencedinbuyingfromgrouppresentationsaremorelikelytobuyfromgrouppresentationsthanarevirginswithnosuchexperience.

So, with all this said, it is incumbent on you not to simply assemble anyaudienceortoacceptopportunitiestodeliveryourpresentationtoanyaudiencebut to be strategic and thoughtful about themakeup of the audience.Only byexerting control over pre-existing conditions of your audience can you fullyprofitfromagreatpresentation.

SECTIONII

PRESENTATIONSANDONLINEMEDIA

F

CHAPTER12

ThePowerofWebinarsandOnlineMedia

HowtoSpeakWhileYouSleep

byDustinMathews

oralongtime,youronlyrealuseofapowerfulpresentationwasformanual labor. Speakers traveled from city to city to deliver theirpresentations at others’ organized meetings, at churches, at hotelballrooms, and at convention centers—basically, anywhere we could

find,assemble,borrow,orrentanaudience.P.T.Barnumdidit,lecturingonTheArtofMoney-Getting.MarkTwaindidit.Today,authors,professionalspeakers,promotersofvariouskindsofopportunities,realityTVstars,corporatetrainers,andconsultantsstillhittheroadregularly,takingtheirpresentationtoaudiences.Atthelocallevel,doctors,lawyers,accountants,investmentadvisors,andotherprofessionalsandbusinessownersgoout tocivicgroups,businessgroups,andluncheons;advertiseandpromote theirownseminarsand introductoryclasses;and maybe go into companies and do lunch-and-learn sessions for the host’semployees,alwaystakingtheirpresentationstoaudiences.Butwhatifyoucouldbringtheaudiencetothepresentation?

Weremainfansofthe“oldschool”way.Itworks.Mostofthetime,itworksbetter than anything done online with the same presentation by any tangiblemeasurement: salesmade, customersobtained, appointmentsbooked.There is,

however, a very significant expense ofmoney and time involvedwhen goingaround thecountryor theglobe,oreven justaroundyourcity, todeliveryourpresentation. There are also people whowill never set foot in a free previewseminar, come to an “executivebriefing,”orotherwiseplace themselves in anaudience,butthesesamepeoplemaybegreatprospectsforyourbusiness.

Thisiswhereonlinemediabecomessovaluable.Ifyouhaveapresentationthatworks,perfectedwithliveaudiencesintheflesh,there’sa99%likelihooditcanbemadetoworkas-isoradaptedasawebinar—shortfor“seminardeliveredontheweb.”Thisletsyouspeakwhileyousleep.Itletsyoureachaudiencesyouwouldn’t in person. It multiplies the value of your presentation. It allows anaudienceofone towatchyourpresentationwheneverhewants to,ondemand,justlikehewatchesmovies,TVshows,and/orreplaysofsportsgames.Itallowsyoutopushagrouptowatchitatadesignateddateandtime,justasyouwouldiftravelingtoBostonandholdingameetinginahotel.Itisversatile,efficient,andcanbeentirelyautomated.

At Speaking Empire, we’ve helped thousands of people convert effectivepresentationsintoeffectivewebinarsandbuildmarketingsystemsaroundthem.This includes people who want to reach a national or global audience likeauthors, consultants, and thought leaders. It also includes thedentist, cosmeticdentist, cosmetic surgeon, investment advisor, real estate agent, school owner,interior designer, etc., etc., operating a business in a local market, who canbenefitbyhavingapresentationtheydotosmallgroupsinvitedintotheirofficesor to civic or business club groups available to any size audience—even anaudienceofone,online,ondemand,inaself-operatingtheater.AswedidwithThe Speaking Formula, we developed The Ultimate Webinar Formula (seeFigure12.1).

1:TrafficJustasyouorsomebodyhastoinviteandmotivatepeopletocometoameetingat aphysical location, youhave to invite andmotivateyour audience to comeandwatchyourwebinar.Thereiscertainlynoshortageofwaystodothis.Thereisemail,socialmedia,offlinedirectmail,adsinmagazines,evenradioandTV,and opportunities to get other people to promote your webinar for you, foraffiliatecommissionsorforreciprocityofsomekindorjustbecausetheyknowyouandlikeyou.

FIGURE12.1:TheUltimateWebinarFormula

If you’d like to see a sample email sequence we’ve used for our ownbusinessandgetmoreinformationaboutbringingaudiencestoyourwebinar,gotohttp://NoBSPresentations.com/trafficforfreeresources.

2:RegistrationIt’srarethatyouwanttosetupawebinarfordirect,on-demandaccesswithoutsomesortofregistration.Peopleareusedtoregisteringforseminarsandclasses,sothere’sverylittleresistance.Youwantthislistforfollow-up.Figure12.2onpage101showsanexampleofoneofourregistrationpages.

Asyoucansee,there’saheadline,aphotoofthepresenter,andalittlesalescopy about what you would learn if watching. You’ll also see a countdowntimer. InChapter5aboutourIrresistibleOfferArchitecture®,we talkedaboutdeadlinesandurgency.Theclockhereisliterallyticking!It’scountingdowntothemomentwhenthiswebinarwillnotbeavailableanylonger.

3:BuildExcitementFirstofall,youdon’twanttotakeenthusiasmorfollowthroughonpeople’spartforgranted.That’swhythere’ssalescopyontheregistrationpage.If there’sadelaybetweenregistrationandthewebinar(oralivewebcast),thereshouldbeaseries of follow-upmessages by email and text, possibly voice broadcast, and

possiblymailtobuildtheirinterestintheupcomingwebinar.Muchofthetime,gettingapersonregisteredisthestartofaprocess—nottheendofit.Wehavetosellpeoplewho’veregisteredonshowingup!Thegoodnewsis,justaswiththeplaying and replaying of the webinar itself, all this communication can beautomated.

FIGURE12.2:RegistrationPage

4:ThePresentationThis is theeasypart.You justhave todeliveryourSignaturePresentation thatyouperfectedbasedon the advice in this book and (ideally) battle-testedwithliveaudiences.Itcanbeacompletelyprerecordedvideo,oritcanbedoneliveasawebcast.Ifitistoworkwhileyousleep,it’sobviouslyprerecorded.Thereare things you can dowith awebinar that are impractical for presentations in

physical locations, especially if traveling to various sites to deliver yourpresentation,andDanKennedydiscussesthoseinthenextchapter.

Oneimportantdifferenceisthatyoucan’tstampedepeopletothebackoftheroom to sign up for or buywhatever you are offering. Instead, youwillmostlikelywanttodirectyouraudiencetowhatwecalla“HotList”page.Thisisaseparatewebsiteyou’lldirect themtoorhave themclick to,where theyopt-inagain,thenmoveontoenrollingororderingorschedulingwithyou.Wesplittherequestingoftheircontactinformationandthentheirpurchaseinformationintotwo opt-in pages, like the ones in Figures 12.3 and 12.4 on page 103, so thatwhensomeone leaveswithoutcompleting thepurchase,weknow to followupwiththeminacertainway.Thisisournewlistofhotprospects.Attimes,youmightaddasanoptionorevensubstitutecallingyourbusinessoranoutsourcedcallcenter.

FIGURE12.3:HotListOpt-InPage

FIGURE12.4:Opt-InPage

5:FollowUp...LikeCrazy!Your webinar becomes the center of a lot of follow-upmarketing activity. Itcreatesdifferentlistsofpeoplefordifferentkindsoffollow-upmarketing:

• Everyonethatbuysortakeswhateversubstituteactionyou’reaskingfor• EveryoneontheHotListwhodoesn’tcompletetheirpurchaseoraction• EveryonewhowatchedthewebinarbutdidnotgototheHotList• Everyonewhoregisteredbutdidnotattend/watchthewebinar

Inadditiontoyourowndirectfollow-upbyemail,text,mail,andphone,youcandoautomatedretargetingwithFacebookandGoogle.Afollow-upmessagecanliterallyfollowthepersonaround.Formoredetailsaboutthis,checkouttheinformationandresourcesathttp://NoBSPresentations.com/perfectaudience.

6:StickandOverdeliverWhether you use yourwebinar to sell a product or get people to request freeinformationorscheduleanappointment,youwanttoimmediatelyemailthemaconfirmationofwhattheydid,verificationofwhatiscomingtothem,and,ifitwas a purchase, a receipt. In some cases, this can also be used to offer animmediateupselltoadeluxeorbiggerversionofwhattheyjustboughtortosetup a second, sequential sale. Now, more than ever, people want instant

gratification,soevenifyourproductisphysical(notdigital)andwillbeshippedto them,or they’vemade an appointment for aphone consultationor to comeintoyouroffice,showroom,orstoresometimefromnow,it’sgoodtogivethemsomething extra they can consume immediately.Thismight be an educationalvideo,adownloadableinformationitem,amembershipsite—something.

People who buy something from Speaking Empire online also get offlinetouches—anold-fashioned,handwrittenthankyounoteandsomekindofprintedCD orDVD deliverable.One reason for this is that our typical customer is aboomer or senior, but regardless, Iwant them to have a great experience, andnothingisquitelikegettingandopeningapackage.

Whenyoumoveyoureffectivepresentationonlineandwrapthesesixresultsboostersaroundit,youleveragethatpresentationtoamuchgreaterextentthanyoucouldby justpackingyourduffelbagwithachangeofclothesand laptoploadedwithyourPowerPointslidesandplayingHaveSpeech,WillTravel.

W

CHAPTER13

It’sTV

byDanKennedy

hentheywatchitonascreen,it’sTV.In the last chapter, Dustin brilliantly laid out his Webinar

Formula.Iwanttogobackinandtalkaboutthepresentationitselfdelivered by the webinar. First, though, I have an important,

broader point to make about what he just explained. It has to do with thedifferencebetweendoingthingsandowningthings.Whenyouareaspeakerorpresenter delivering a presentation, you are a laborer doing things. It can behigh-paidlabor,butthat’sstillwhatitis.Itcanonlyproduceincome.Anditisjustasdependentonyoubeinghealthy,able,andwillingtoreporttoworkastheconvenience store clerk’s paycheck is dependent on him trudging in on timeeveryday.Whenyouconvert apowerful presentation to awebinar andput inplaceasystemtodriveanaudiencetoit,youownwhatIcallaMarketingAsset.Yougetincomefromdoingthings.Yougetwealth,independence,andsecurityfromowningthings.

ForathoroughandcompleteunderstandingofDirect-MarketingAssets,andofKennedyapproachestomarketing,startwithDan’s

bookNoB.S.GuidetoDIRECTMarketingforNON-DirectMarketingBusinesses,2ndEdition.Also,visit

http://NoBSBooks.comandhttp://GKIC.com.

FormorefromDanonthesubjectofwealth,getthebookNoB.S.WealthAttractionInTheNewEconomy.

Returningtothepresentationitself,andtherelocationofittoonlinemedia,therearetwobigsecretsofminetoconsiderandkeepinmind.

FirstSecret:Whentheywatch itonascreen, it’sTV. I’vedoneagreatdeal of work over many years with aired-on-TV half-hour infomercials—forinformationproductsandcourses,forfreepreviewseminarsoccurringinvariouscities, for moneymaking opportunities, for skin-care and cosmetic products,weightlossandfitnessproducts,andawidearrayofotherproductsandservices.MylongesttenuredclientisaVeryBigDoginthatindustry:theGuthy-Renkercorporation,knownforeverythingfromtheoriginalTonyRobbinsinfomercialstoitsbiggest,flagshipskin-carebrand,Proactiv®.I’veworkedwiththemsince1988.IlearnedasIwent,asIcametowriting,developing,andevenproducinginfomercialsonlywithdirect-responseadvertisingexperiencebutnoexperiencewith TV or video production. Imade quite a name formyself. I even have ashowentirelyofmyinventionandproductionthatsetandstillholdstherecordfor the longest uninterrupted airing for a lead-generation infomercial in itscategory: every day and every night for eight years.What I learned about theviewerandwhatworksbesttogetandholdhisattention,buildinterest,andgethim off the couch and to the phonewith infomercials has givenme a uniqueadvantage in writing and producing video for webinars. This information canalso be used inside offices such as professional practices or onDVDs sent toprospects, and in creatingandproducing livewebcasts. I always thinkof it asTV.

People have certain expectations aboutTV.There are certain formats theyareveryfamiliarwith,expect,havebeenconditionedtoaccept,andareeagertogive attention to. News broadcasts, daytime talk shows, and cable news talkshowshavedefinitivelooks,feels,andchoreographytothem.Thismakesthesetveryimportant.Mostnewsandnews-talkshowsnowhavetypestreamingacrossthe bottom of the screen, graphics—like “Breaking News”—and often bigscreens where video or charts and graphs are shown. When a viewer findshimselfwatching that,heknowshe iswatchinganewsprogram.Daytime talk

shows like Ellen usually have more of a living room feel to them. MorningprogramslikeTheTodayShowhavedifferentsegmentsatdifferentkindsofsets—news,livingroom,kitchen.MostTVhasalotofactivityandmovementtoit.TheverystatictwopeopleacrossadeskshowlikeLarryKingorCharlieRoseisnearlydead.Youwilloccasionallyseeaninfomercialdonethisway,becauseit’scheap to do, but youwon’t catch anymajor player using that format. PeopleexpectthingstohappenonTV.

AtGKIC,thecompanyIfoundedandthatisbuiltaroundme,weperfectedaformatandformulafornewinformationproductlauncheswithaseriesofbriefexcitement-building videos, then a four-hour live webcast (often with me), ahost,andsometimesotherguests.Thewebcastsaredividedintothreesegmentsexactly like an infomercial is with prerecorded commercials for the offeredproduct inserted at three breaks. Each of these webinar/webcast “events” hasgenerated from hundreds of thousands to over a million dollars in revenue.Severaldifferentsetswereusedthroughoutthethree-yearseries,alwayswithaneyetoitbeingwatchedasifTV.

Itwouldbeveryrareformetosimplytakeaspeakerorpresenterwhohasbeendeliveringastand-uppresentationsuccessfully, filmhimdoing it,andairthatonlineasawebinar.It’sdone,andIhavedoneit,buttherehavetobeveryspecial circumstances supporting it, notably its use only for a very dedicatedaudienceorwithanextraordinarilycharismaticandattention-commanding starof the show. Iwas involvedwith thiswith a famousweight loss infomercial,Stop the Insanity! featuring the crew-cut, tall, lanky, screamingSusanPowter.The showwaswell-producedbyaguynamedPackyMcFarlandbut simple: alive audience seated in three-quarter-round, Susan on stage, and her frenziedperformance.Itwashardtotakeyoureyesoffofit.Inmostcases,I’mgoingtotaketheprovenpresentationandtakeitapartandre-assembleittobedeliveredasaTVshow.

TheSecondSecretaboutonlinemediadeliveryinplaceofin-person,in-a-physical-roomdeliveryisthattherearealotofthingsyoucandoonlinethatare impractical or too costly to do in a live presentation, especially ifoccurringdozensorhundredsoftimesayearindifferentlocationsandvenues—butevenifit’sanimplantdentistryintroductoryseminardonejustonceamonthfor a small audience squeezed into your dental office’s reception room. Forexample,considertestimonials.It’sgreatatalivepresentationtohaveyourthreeorfourmostenthusiastic,mostarticulatecustomers,clients,orpatientspresent,tobestooduporbroughtuponstage,and tobe interviewedbyyouor to tell

theirbefore-and-afterstory.Buttheyprobablyarenotgoingtogetonyourbusand travelwith you to 20 different cities, and even if they did, they’d tire ofperformingandbecomelessand lesseffective.Evenfor thatdentistdoingsix,eight,ortenin-officeseminarsayear,gettingthosesamestarpatientstocomeand sing ‘n’ dance at all of them isn’t practical. Unfortunately, in livepresentations,audiencestendtotuneoutwhenmadetowatchvideo.Someevenresent it.Withawebinar,however, theyarealreadywatchingTV,andcuttingawaytoabriefvideotestimonialislikehavingJimmyFallonandaguestcuttoaclip of the guest’smovie.You can immortalize your star customer telling hisstorymostenthusiastically,possiblyonlocationontheyachtheboughtwiththemoneyhemadewithyoursystemorinthekitchenmerrilycookingwhiletalkingabout the classes he took at the cooking school you run in the back of yourkitchenwarestore.Yougettohavehimappearinyourwebinar10,100,or1,000timesandhenevergetstired—freshasadaisyeverytime.

There are also all kinds of on-screen graphics, splitscreen images,PowerPoint slides with voice-over, physical demonstrations filmed in real-lifesituations rather than inside a seminar room, and other effects we can do toenhance the webinar that can’t be done during a live, stand-up presentation.Earlier in this book, Dave mentioned the seven-minute attention span. He’sprobablygenerous.WhenIputtogetheravideoforairingonlineortobesenttoaprospect,I liketomixupwhat they’reseeingonscreeneverythreetosevenminutes.

In videos I produced for a groupof orthodontic practices, to be shown in-office,sentonDVD,airedatthedoctors’websitesandonYouTube,indifferentones, IutilizedaRolls-Royce, a classic sports car, anda stuntdog, aswell astwosetsandaplethoraofon-screengraphics.Nodoctor isgoing tobring twocars and a dog into his office or to a local hotel meeting room for hispresentation.(Thesevideosareusedbywww.ExcellenceInOrthodontics.org.)

Depending on the size and scope of your business, anticipated length orfrequencyofuseofyourwebinarorvideo,oranticipatedaudiencesize,youcanalso involve a rented celebrity host. I have produced videos for online anddelivery to prospects for a consulting company in the hospital industry usingtennischampionChrisEvert, for ahealth-carepracticeusingRoseMarie (TheDickVanDykeShow),forafinancialservicescompanywithfootballchampionRockyBleier,andmanyothers.

Remember,IamcreatingMarketingAssets—notone-‘n’-donepresentations.And remember, all of this is about leveraging a proven, powerful

presentationthatworksdeliveredliveandinpersontoaudiences.Thisisaboutmarrying and merging that presentation with the techniques and formats ofdirect-responseTVinfomercialstowindupwitheffectivewebinars,videosalesletters,orevenlivewebcasts.

This brings me to a third and final point: leverage. When you have apowerful, effective presentation, youwant to use it in asmany differentwaysandasmanydifferentmediaaspossible.Iloveworkingwithaclientwhohasagreat presentation. It or pieces of it can become sales letters and literature fordirect mail, a book, or books for authority and “thud impact,” and lead-generatingbait, audioCDs,DVDs,andmore.Materialcanalsobe repurposedfor lead generation, making a sale, and follow-up in appointment, no-salesituations.Theonepowerpresentationbecomesthefoundationforaplethoraofmedia and the Copy Bank from which, as the copywriter, I can makewithdrawalstoserveasstartingpoints,themes,orbasisforanentireportfolioofMarketingAssets.

In my consulting and copywriting practice, I am usually developingcomplex,multimedia,multistep, front-end (customer/client/patient acquisition),and back-end (unconverted lead and customer monetization) systems. Mostbusinesses have operating systems—out of necessity—but few have realmarketing systems. Instead, they have random and erratic acts, advertisingdisconnectedfrommarketing,andmarketingdisconnectedfromselling,pooruseofmediainplaceofmanuallabor(exactlywhatwe’vebeentalkingabouthereinChapters12and13),andalotofideastheycan’tgetimplemented.Leverageisin Systems. If there’s reason for you to communicate with me directly aboutdevelopment ofMarketing Systems for your business, you can do so by fax:(602)269-3113.

T

CHAPTER14

StealthSeminarAutomateYourPresentationsandProfits

bySpecialGuestExpertGeoffRonning

opincomebusinessowners,privatepracticeprofessionals,andsalespros as well as authors, speakers, and consultants share a secret:automation.Asmanythingsthatworkforthemaspossiblegetputonautopilot.Thepowerful,effectivepresentationfitsthisperfectly.Ibuilt

atechnologyandtechserviceforthispurposecalledStealthSeminar.DustinandDave invitedme to present it in this book because they knew youwould getexcitedaboutusingautomatedwebinarsbutthenwonder:HowcanIgetallthisdone?

WhatIsStealthSeminar?StealthSeminaristhelongestrunningautomatedwebinarsoftwareavailable.Anautomatedwebinarisawebinarthatisdeliveredtoyourprospectsandclientsonautopilot.Itissettorunautomaticallysoyoucanbeworkingonotherprojects,playing golf, cruising the Caribbean with your family, or doing any otheractivities requiring your attention. The webinar runs automatically—yourmanuallaborisn’trequired.

WhyStealthSeminar?ThereareanumberofbenefitstousingStealthSeminar,includingthefollowing.

BuildYourLeadListCollectingleaddataisgettingharderandharder.Havingthemoptintoawebinaris a greatway to acquireyour lead information in a simple, powerful fashion.Peopleareused to registering for events.Usingawebinarquicklybuildsyourlistandallowsyoutodosoeffortlessly.

ScaleYourBusinessUsingStealthSeminar,youcanscaleyourbusinesswithautomation.Ifyouarerelyingonyourmanualeffortseachtimetogiveapresentationorwebcast,youare limiting the number of times you can deliver your presentation. Throughautomation,youcanrunyourwebinarasmanytimesasyoudeemfiteachandeveryday.

OfferConvenientTimesforYourLeadsandClientsBusiness is worldwide. Time zones can be tricky to navigate. Allowing yourwebinar to run at the times your attendees want to watch will increase yourregistrantsandallowyoutocatertotheirneedswithoutworking24/7.

NoPresentationPressureorFearManypeoplehave a fearofpublic speaking.Bycreating awebinar andusingStealthSeminar,youremovethepublicspeakingfactor.Yourecordthewebinarin a controlled, comfortable environment so you don’t have any fears orpressure.Youthenjustuploadthatvideotorunasanautomatedwebinar.

NoRelyingonYourHealthorMoodWhen you present a live seminar, it is easy for day-to-day frustrations andchallengestocomethrough.Forinstance,ifyouhaveasorethroat,it’shardtohidethatwhilesuckingoncoughdrops.Or,ifyouhadasickchildorspousethatkeptyouupallnight,orifyouareillyourself,thelackofsleepandsicknessis

easilyseenbyyouraudience.Inaddition, ifyouhavehadabaddayorare frustratedby something, that

can also impact your performance. By automating your webinar, you areprovidingthesamecrisp,freshpresentationeachandeverytimeitruns.

AlwaysPresentYourHighestConvertingPresentationWithStealthSeminar,youcanalwaysbesureyouaregoingtobepresentingthemost valuable webinar because you do something called “split testing.” Splittesting allows you to play one presentation to one group of individualswhileplayingasecondpresentation toanothergroup.Bydoing this,youcan lookatthe statistics and see what presentation converts the highest and achieves thegoalsyou’relookingtoachieve.Youareautomaticallyimprovingyoursuccessonadailybasis.

NoTechnicalSnafusPresentinglivewebinarsrequiresahealthycomputeraswellasastronginternetconnection.Ifthereareanyissueswitheitheroneofthoseduringyourwebinar,youreventisimpacted,andpotentially,youraudiencelost.WithStealthSeminar,thetechnicalrequirementsarefarlessbecauseyouarenotactuallybroadcastingyourwebinar.Therefore,it’smucheasierandmuchmorereliable.

Laser-SharpFollow-UptoMaximizeYourConversionsYou can track who showed up for your webinars, as well as how long theystayedanddelivermessagesthatmatchtheneedsofeachindividualattendee.Iftheyregisterbutdon’tshowup,youspeaktothatindividual.Iftheyshowupbutleave early, you deliver that message. If they stay the entire time but don’tconvert,yougivethemwhattheyneedtoconvert.Iftheyshowupandconvert,youdeliveramessagetoensuretheirsatisfaction.Throughouttheentireprocess,youcontrolandoptimizetheexperienceforyourattendeessotheyconvertatthehighestlevelspossible.

WhatDoesaStealthSeminarWebinarLookLike?AStealthSeminarwebinarlooksexactlylikeyouwouldexpectalivewebinarto

look. The key to the highest-converting webinar is the interaction by theattendees,albeitautomated.Youaccomplishthatbyusingachatbox(whichisfullycontrolledthroughautomation),callstoactionsthatappearanddisappear,countdowntimers,etc.,allunderyourcontrolandsetupwhenyourseminarislaunchedonStealthSeminar.SeeFigure14.1onpage119.

FIGURE14.1:RonningWebinarProsperitySegmentation

Shouldyounotwanttouseallthosebellsandwhistles,youcanalsochoosetonotdoso.Youareinfullcontrolandcansetitupasyouseefit.

IsUsingStealthSeminarEthical?Iwouldnevertellyouwhatisethicalforyou.However,Iwilltellyouthatthereare a lot ofways to present awebinar on StealthSeminar. For instance, somepeoplechoosetopresentawebinarexactlyasifitisliveandtelltheirviewersitislive.Otherschoosetotellpeopleitisnotlive.Ipersonallychoosetodeliverthewebinar andallow theattendees to come to theirownconclusions. Idon’tsayitislive;Idon’tsayitisn’t.

TherearealotofautomationtoolsthatIusethatdotheexactsamething—forinstance,withanautorespondersequence,IdonotstartofftheemailtellingpeoplethatIwrotethisonDecember4,2010.Iletthemessagespeakforitself.

Bynotsayingit’sliveandallowingthemtocometotheirownconclusions,Ifeelcomfortable.Again,itisapersonaldecisionandyoushoulddowhatyouarecomfortable doing. In either case, saying it is live, not commenting on it, orsayingitisrecordedisfine.

AutomatedWebinarsversusLiveWebinarsA lot of times, people wonder if live webinars convert better than automatedwebinars.Theanswerforalotofpeopleisthatlivewebinarsworkbetter.Thenagain, forsomepeople,automatedwebinarsworkmuchbetter. It’snosurprisewhy; an automated webinar allows you to make the same sharp presentationeachandeverytimeinanytimezone.

But it gets even better when it comes to leveraging time and scaling abusiness.When you consider the time freed up by automating your webinar,thereisnocomparison.Automatedistherunawaywinner.

ManyStealthSeminar clients are running a dozenormorewebinars a day.Some are runninghundreds a day.So, even if their conversion rate is slightlylowerversus live, thequantityofautomatedwebinars theyaredoingisfar, farmoreprofitablethanthelimitednumberofwebinarstheycandolive.

Thereisnocomparisontowhatyoucandoliveversusautomated.

TypesofStealthSeminarEventsThereisnolimittothetypesofeventsyoucancreate.Doyouwantmoreleads?Youcanautomateit.Doyouwantmoresales?Youcangeneratethemdaily.Doyouwanttodeliverpaidcontentonautopilot?Done.Bonuses?Great.PeopleareusingStealthSeminarinallaspectsoftheirbusiness.

Let’s look closer at three different case studies: a strategy session close, adirectproductsale,andoneinthefinancialindustry.

TheStrategySessionCloseInmorecomplexsales,ithelpstospeaktosomeonepersonally.Thesetypesofsalesusuallyinvolvehigher-ticketitemsoralotofdeliveryvariables.

CASESTUDY:STRATEGYSESSIONWEBINAR

ORGANIZATION:CLIENTSONDEMAND™

RussellRuffinoistheentrepreneurbehindClientsonDemand™.Ruffinoisoneoftoday’smostsuccessfulinternetmarketinggurus.

THECHALLENGEHis business success depends on generating leads, establishing trust, andqualifyingthemtoguidethosethatareappropriatetothenextstep—aStrategySession on the phone. Ruffino experimented with all different types of lead-generation strategies to achieve those goals, including downloads,mindmaps,minicourses,videos,andevenabook.Theyweredoingwellbutnotaswellashewanted.

Then, he tested an automated webinar. The webinar became his mostsuccessful strategy up to that point.His businesswas growing, but itwas notdoingwhatitshouldhavebeendoing.

TheautomatedwebinarsoftwarehewastestingwasnotStealthSeminar.Henoticed the other automated webinar systems he tried were not stable.Sometimestheyworked,sometimestheydidn’t.

In addition, he noticed none of the other automated webinar softwareconverted for mobile traffic, which now makes up 51% of all traffic.StealthSeminaraloneistheonlyonethatrunswebinarscorrectlyoniPhone.Allothersshowavideolengthandfastforwardbutton.Thatisn’tgoodifyouwanttocontrolhowyourattendeesconsumethecontent.

THESOLUTION

Russell Ruffino tried StealthSeminar. He was amazed with the results. Hisbusiness soared1503.33% initiallyusingStealthSeminar and since then,muchmore(seeFigure14.2onpage123).

Ruffinohasfoundthebestwaytoconnectwithpotentialclients,buildtrust,andqualifythemisviaaStealthSeminar.

Hehasa fantasticwebinar thathisattendees love.During thewebinar, theattendees,whohavenopreviousknowledgeofRuffino, are introduced tohim

and his system. Ruffino provides terrific content, builds trust, makes theconnectionwitheachattendee,andthendrivesthosewhoarequalifiedtomakean appointment. A link appears for the attendees to click on to set anappointmentforaStrategySession.

FIGURE14.2:ComparingResults

OntheStrategySession,theprospectlearnsmoreabouttheprogramandisfurtherqualified.Ifthematchisappropriate,theofferismadefortheindividualtojoinRussellRuffinoandClientsonDemand.

TheDirect-SaleWebinarIn simpler sales, speaking to someone is not required and often can cost you

sales. These types of sales typically run from$47.00 to $2,500.00. The sweetspotfordirect-saleswebinarsis$197.00to$1,497.00.

CASESTUDY:DIRECT-SALEWEBINAR

ORGANIZATION:FOREXTRADINGHISPANO

Christian Helmut is the driving force behind Alfonso & Christian(http://AlfonsoyChristian.com/blog). They are business growth consultantsrunning multiple businesses and multiple different webinar types. They helppeoplescaleandautomatetheirprocesses.Letslookatadirect-salewebinar.

THECHALLENGEChristianHelmutwanted to automate the sales cycle process. In addition, hiscompany wanted to provide value and position itself as the best inside themarketplace—allthatwithouthumanintervention.

Helmut and his colleagues tried different ways to generate leads andestablish their expert positioning.While successful, it didnot satisfy thegoalstheyhadsetforthemselves.

Theywerenotgettingthenumberofleadstheywantedatanacceptablecostto them.Theyalsoweren’tselling theamountofproducts that theyknewtheycould.

THESOLUTION

ChristianHelmutthentestedStealthSeminar.Hecreatedanautomatedwebinar.TheystartedtodrivecoldtrafficfromFacebookandYouTubevideoadstotheirautomatedwebinar.

Helmut’sliststartedtogrowrapidly.Theirpositioningreachedthetopofthemarketplace. The automatedwebinar started to generate sales on autopilot. Infact, they are getting a 15x ROI. For every $1.00 they spend, they get back$15.00—allautomated.

TheFinancialIndustryWebinar

Thefinancialindustryisalsobeingheavilyimpactedbyautomatedwebinars.Inthe past, a lot of individuals would do seminars in a live setting, such as arestaurant or hotel. Now it is getting harder andmore costly to get people toattend such events. The online webinar allows you to reach those individualsmuchcheaperandmakeitmuchmoreconvenientforthemtoattendfromtheirhomeoroffice.

CASESTUDY:FINANCIALINDUSTRYWEBINAR

ORGANIZATION:ANNUITYCHECK™

SteveHutchinsonis thefounderofAnnuityCheck™(www.annuitycheck.com).He has a lifetime of experience in the financial industry, and he wanted tomaximizehissuccesswithAnnuityCheck,aSaaSfintechfirm.

THECHALLENGESteve Hutchinson wanted to help financial advisers automate their financialcalculationsandmaximizetheretirementincometheygeneratedfortheirclients.

Hespent the first twoyearsdoing livewebinars.Hewouldwaste10 to20hourseveryweekgettingpreppedforoneortwowebinars.Itwaswastefulandadrainonhimmentallyandphysically.Ittookawayfromotherprofessionalandpersonalactivities.

THESOLUTION

HutchinsonfinallyturnedtoautomationviaStealthSeminarforhiswebinars.Hutchinsonfounda“wholenewmarketinggear”inonlineoptimization.He

finally turned to the same type of automation his clients depend upon tostreamlinetheprocess.“NowIcanupdateasimplefileafewtimesamonthasneededandgetmylifeback,”saysHutchinson.

AnnuityCheck did their first two automatedwebinars on a Friday throughSunday and Monday. The statistics show they had 538 registrations, 272attendees,and46signedupwithcreditcard—17%.

Asyoucansee, therearea lotofbenefits tocreatingyourownautomatedwebinars. They are a powerful tool that can be used for many different

applications, such as list building, generating leads, or converting sales. Getstarted today. Every day you wait is costing you precious time and business.Gettingyourwebinarupandrunningiseasytodo.Iwishyoumuchsuccess!

GeoffRonningiscofounderofStealthSeminar(www.stealthseminar.com)andFreeWebinarSchool

(www.freewebinarschool.com).Heandhisteamhaveafront-rowseatandadvisoryroletowebinarsthatarerunningaroundthe

world.Theyhaveobservedover9millionwebinarattendees.Thatgivesthemdata,knowledge,andinformationthatnoonehasaboutwebinars.GeoffRonningcanhelpyougrowyourbusinesswithoneofthemostpowerfulmarketingtoolsavailable,StealthSeminar.

SECTIONIII

FOLLOW-UPTOPRESENTATIONS

Y

CHAPTER15

TurningLeftoversintoRichMeals

byDanKennedy

ou can often make a pretty good meal, or two or three, out ofleftovers. Ifyouhaveeverbeen relativelypoor,oryour familywaspoorwhenyouwereakid,youdefinitelyknowabout soupor stewfullofleftoversfromseveralpriordays’mealsasameal.Everybody

turnsThanksgivingfeastleftoversintoanightofsandwichesandanothernightofopen-facedturkeysandwicheswithgravy.

Presentationsleaveleftoversonthetable,too.Therearepeoplewhoexpressedinterestbutneverregisteredonline—atyour

website,orbycallingyouroffice.Therearepeoplewhoregisteredtoattendorwatchbutfailedtoshowup.Therearethepeoplewhoshowedupbutfailedtobuyortakeanotherdesiredaction.Therecanberecoverablevalueinallofthoselists.

Sometimes,monetization can be a simplematter of somehowgiving themthesamepresentationagain.ForaTV infomercial client, I tookall thepeoplecallinginbutbailingoutoftheconversationwiththeorder-takerbeforebuyingandsentthemaletterwithanaudiorecordingoftheverysameinfomercialtheyhadwatched.Thisconvertedmorethanenoughofthesenonbuyerstobuyerstobe nicely profitable. For most of the nine years that I spoke on America’snumber-one seminar tour, SUCCESS, usually as the last speaker of the day, I

came home and mailed a very long letter essentially transcribed from mypresentationtoalltheticketbuyerswhohadnotboughtmyresources.Manyhadnotstayedallthewaytothelongday’sendtoevenseemeatall.Otherswere,by then, spent out, lugging bags of other speakers’ resources. This follow-upmailingnever failed tobe satisfactorilyprofitable, and itbrought thousandsofnew customers into my world who would have been left behind otherwise.Similarly, during the several years that I did a lot of consulting withWeightWatchers International, Inc., I determined that people going to introductorymeetingsandgettingtheinitialpresentationbutnotjoiningweregettinglittleorno follow-up,and Iproved thatan immediate follow-up letterbuiltaround thepresentation sent thenextdaybyFederalExpressgot a largenumberof thosepeopletojoin.

Othertimes,morecomplexandsophisticatedfollow-upcanbewarranted.Ihavealongtimeclientwhosellsaservicetodentistsviaapresentationdeliveredliveand inperson in seminarsandonlinebyawebinar.Thedoctorsattendingthe seminars orwatching the online presentationswho do not sign up for theservicegetnotonebutthreesequentialfollow-upcampaigns,eachwith16to32steps, incorporatingmail, email, and phone, over eight to tenweeks.The firstcampaignoffersthesameservicebyrestatingthesamepresentationcarvedintopieces.Thesecondcampaignoffersastripped-downversionofthesameserviceat a lower price. The third campaign offers an entirely different service anddrivestoadifferentonlinepresentationtosellit.Youshouldbraceyourselfforthepieceofinsider’sinformationI’mgoingtosharewithyou:Theprofitfromeating these leftovers is almost identical to the profit from the primarypresentation and its sales. Inotherwords,wenearlydoubled the income fromthesameaudiencebythisfollow-up.

Thisisnotafreaksituation.Tothecontrary,Iusuallyfindsomeopportunitytomakegoodmealsoutofleftovers,withjustabouteveryclientIworkwith,byfollow-up, often recycling the same presentation or at least the elements andcontent of the original presentation. Based on this, in acting as your ownconsultant,youhavetwoquestionstogivealotofconsiderationto:

1. Where are leftovers being tossed in the trash, rather than being used tomakemeals?

2. Howmany times, places, andways can I reuse or recyclemy effectivepresentations?

DuringtwoyearsthatIwascoachingagroupofhighincome,top-performingfinancial advisors who all obtained clients by assembling audiences for theirownpreviewseminars,Iasked:Whatdoyoudowithallthepeoplewhoattendthese seminars but don’t book private appointments with y’all? Given thesuccessoftheseadvisors,Igotsurprisinglypooranswers:Onesaidsheepishly,“Nothingmuch.”Two,“Weputthembackintoourprospectlist”—whichmeanttheygotfuturemailings(only)forthesameseminarthey’dalreadyattendedandfailed to act on. Three, “If Harriet has time, she calls them.” And how oftenwouldyouguessthatHarriethastimetocallthem?Wedevelopeda16-step,8-week follow-up system, using mail and email, entirely automated, and sawconversionratesashighas25%.Thisfollow-upmessageleveragedthecontentoftheoriginalpresentation.

Goodtelephonefollow-upalmostalwayspays,andDustintacklesthisinthenextchapter.

Topaintatotalpicture,yourpresentationshouldneverbeastand-aloneitem.It has a place inside a business building or marketing system with stepsoccurringaheadofthepresentationandstepsoccurringbehindthepresentation.

While this book has focused on the presentation, the reality is that thedepositoryofallthefinancialvalueisthecustomerandthepotentialcustomer,prospect, and lead. These unconverted prospects contain gold like cactusescontainwater—itisn’tobviouslyvisible,butitisthere.

A

CHAPTER16

ThePost-PresentationConversation

byDustinMathews

lthoughwedo a lot of follow-upbymail, email, retargetingwithsocial media, newsletters, and other means, including in sequenceslikeDanjustdescribed,Ifindnothingtrumpsaone-to-onetelephoneconversationwith a friendly, competent person conducting the call.

We have developed a very effective template for these calls. With someadjustments, it would be a good template for you too. I don’t want you toundervaluethis.Ifyouhiredasalesscriptwritertodevelopthiskindofthingforyou,it’dbeeasytospend$5,000.00to$10,000.00.

When you add this process, you are, with those not buying at yourpresentation,usingthatfactandthepresentationasaverygoodexcuseorreasonfor the post-presentation phone conversation. Anytime you can have aconversationwithaqualifiedprospect,that’sagoodthing,butasyoucertainlyknow,thereisahighlevelofresistancetotelemarketingcalls.Inthesecases,thecallsdon’thavetobeperceivedastelemarketing,andthereisarelationshipofsorts in place in advance of the call. This is a very different dynamic than atypicaltelemarketingcall.

It isdefinitelybest togeteverysaleyoucanatyourpresentation—nothingbeatsNOW.ButifyouhavewhatDancalledleftoverstotryandmakeamealfrom, here are follow-up questions: 1. We appreciate your having attended

Dave’s presentation. Thank you. Could I ask you a few questions about yourthoughtsaboutthepresentation?

Weask thisquestion togetpeople into theYesState thatDave talkedaboutearlierinthebook.It’saneasywaytostart.Itsoundslikethecallismoreofasurveycallthanasalescall.

2. Whatweresomeof the thingsyou likedmostor foundmost interestingaboutDave’spresentation?

Weaskthistoputthembackintothetimewhentheywereexcited.Youshould notice that the question is framed to encourage a positiveresponse.

3. Daveisveryparticularaboutwhoheworkswith.Helikesworkingwithpeopledoingsomethingimportant,sopleasetellmehowyourbusinesspositivelyimpactspeopleandmightevenchangetheworld?

People tend to enter sales conversations trying to sell. We take aninterviewapproachinstead.Withaquestionlikethis,weturnthetablesandgettheprospecttosellusratherthanussellingthem.Thisquestionalso gives the prospect an opportunity to talk about his business inglowingterms.

4. What’syour“biggerreason”forbeinginyourbusinessanddoingwhatyoudo?Doyouhavealegacyinmindtocreate?

Thisletspeopleknowwe’renotjusttheretosell;wetrulywanttohelppeople build a legacy for themselves and have their business and lifemean something.We’ve learned that buying and price resistance goesdown when people are focused on “deeper meanings.” This alsochallengespeopletothinkbigger.

5. What’syourgreatestchallenge?

Thisstartsmovementtowardofferingourassistance.Dependingontheanswer,wehavetwoimmediatefollow-upquestions:Whataboutthatisyour biggest problem? And:What is it costing you? These are pain-inducingquestionstoestablishadiseasewecancure.

6. Doyouhaveabudgettosolvethisproblem?

This raises the issueofmoneysoyoucan try tounderstandwhere thepersonisfinancially.Inourbusiness,wehavedifferentversionsofourservices thatwecanprescribe,atdifferentprices,sogettingasenseoftheperson’s ideasaboutacceptableprice isveryuseful.Analternativeorfollow-upquestionis:Whatdoyouthinkitcouldbeworthforyoutosolvethisproblem?

7. Based on Dave’s presentation and what you know about SpeakingEmpire,howdoyouthinkwhatwedomighthelpyouthemost?

This is a key question. Given answers to questions 5 and 6, mostsalespeoplewouldjumpaheadtosellingasolution.Weprefertogettheprospecttotellushowtheythinkwecanhelpthem—essentiallysellingthemselves. This reduces the stress of the conversation. It also allowslessskilledsalespeopletoconducttheseconversations.

8. WoulditbeOKifIcontinuewiththat,andsharehowIthinkwecanhelpyou?

Thisreturnscontroltous,inafriendlyway.It’satthispointthatIamgoing to lay out a couple, or atmost three, options forworkwith ourcompanyonaproject,leadingto...

9. Whichoptionworksbestforyou?

Becausewestructuredaneither/oralternatechoiceinsteadofayes/no,mostpeoplewhohavegone this farwillpickoneof theoptions,oratleast pick one to ask additional questions about. After answering anysuchquestionsandgettingachoicemade,weusuallyofferapost-eventdiscountorbonusorboth...

10. Thegoodnewsisthatwehaveapost-eventspecialofferforthis...

Fromhere,wemoveintogettingtheorderwritten.

Now,aconfessionofsorts.Inourbusiness,atmostofourmultidayevents,

we actually use this template—slightly tweaked—to sit down with prospectsright then and there and close our sales immediately. This is how our on-sitesalespeople carry on their conversations with each person in attendance. Wewanttofullycapitalizeontheexcitementandenergyofthemoment.But,asI’veshown here, the very same template can be used for post-event or post-presentationfollow-uponphonecalls.

W

CHAPTER17

TheBestStoryWins—orDoesIt?

byDanKennedy

hat has this book really been about? Presentations?Storytelling?Persuasion?Process?Allthosethings.

Certainly,agreatpresentationtellsagreatstory:astoryaboutyourbusiness,practice,or charity.Aboutyouandwhyandhow

youdowhatyoudo.Astoryinwhichyourcustomerorpotentialcustomerstarsandseeshimselfstarring.So,dothebeststorieswin?Achiefpointofthisbookis:It’snotthatsimple.

One of many good and important books about storytelling is AnnetteSimmons’WhoeverTellstheBestStoryWins.

There are many kinds of stories. There is the overarching, life-evolvingnarrativeofaperson,place,business,orproduct.Therearestoriesadaptedfordifferentaudiences,differentpurposes,anddifferenttimes.Therearestoriesthatinfluence, stories thatbond, stories thatoutright sell.Mostof the time inmostcompetitivesituations—evenifonlycompetingforanaudience’sattentioninanattention deficit disorder world—it is the best story that wins. Yet that isdeceptivebyoversimplificationandomission.

Thebeststorywithoutawell-matched,attentiveaudiencecan’twin.In sales, thebest storywithoutawell-matched,attentiveaudiencewith the

willingnessandabilitytobuy,tobuyatyourprices,andtobuynowcan’twin.

Andsoon.It’scomplicated.Inthisbook,youhavegottenourbesteffortsatsimplifyingsomeofwhat’s

complicated about success in the marketplace and the marketplace of ideas.Althoughitwasprincipallyabouttheconveyanceofstory—thepresentationandits all-important structure—we also provided experience-based insights onpresentingon stages, inmeeting roomsandbymedia. Iwant to acknowledge,though,thatwehavedealtwithonlyamiddlepieceofatotalsuccessprocess.Agreat deal of success or failure with a presentation has to dowith everythingoccurringwiththeaudiencebeforetheyeverseethepresentation.Anothermajorcontributortosuccessorfailureiseverythingoccurringafterthepresentation.Touse a trendy term, the presentation needs to occur inside a closed, controlledecosystemyoubuild,own,andcontrol.

Ifyouhappentoalreadyhavethatinplace,youwillbeabletoimmediatelygo into it: to the places where you already have presentations in use and toplaceswhere there is opportunity to use presentations realized by reading thisbookanddoprofitablethingsimmediately.

Ifyoudonothavesuchanecosystem,thenwehavegivenyouastartpointand very good reasons to start, get smart, get busy, and build one. Imake noapologyfortakingyoutoaStartingLineinsteadofcarryingyouacrossaFinishLine.Afterall,itisgoingtobeyoursuccess.

I’llclosewithastory...

Onadarkandstormynight,averyyoungman—awriterforanobscure,small-townpublication—satinthelibraryofahomeofoneoftherichestmen then alive in the world: a baron of industry named AndrewCarnegie. A fire in the fireplace warmed the room. The young maninterviewed the industrialist about his success and impressed Carnegiewith his probative questions. They were different than the commonlyasked questions. Instead of focusing on how rich hewas,what he haddone, and—often—being implicitly skeptical or critical about theeconomic injustice caused by his wealth, this young fellow wasinterested inwhyandhowhehadrisenfromnothing tohiswealthandpower. Carnegie had long nursed a pet idea—that success could becodifiedandtaughtjustasmechanicalengineeringcould.Heenvisioneda course or encyclopedia, amasterwork of some sort—themanual.Onimpulse, he presented this idea to his interviewer, along with a

proposition: if the young writer would take on this project, Carnegiewouldusehis influence toget thewritermeetingswith all thegreatestachievers, entrepreneurs, industrialists, and inventors so that he couldunearthanddocumenttheprinciplesofthoughtandbehaviorthesegreatmen and women shared and adhered to—the secret “laws of success”they operated by that others did not. Carnegie said he would notfinanciallysubsidizetheproject,buthewouldretainnorightstoiteither.Heaskedforadecision.Unbeknownsttotheyoungwriter,Carnegiehadapocketwatchheldbeneathhisdesk,andintendedallowingascant60secondsfortheboytoprovedecisive—ortofailthattest.NapoleonHillsaidyes,and10yearslater,in1936,hisencyclopedia,LawsofSuccess,andin1937,hissummarybook,ThinkandGrowRich,werepublished.

Think and Grow Rich has sold tens of millions of copies, reignedsupremeas themost famoussuccessbook to thisday,andcontinues tosellwellabsentanyadvertisingorpromotionalltheseyearslater.It’sagoodandworthybook.ButwithoutthestoryaboutitthatIjusttold,itisjustoneofthousandsofhow-to-succeedbooks.Newonesarepublishedandpromoted everyyear.Celebritieswrite them,powerfulCEOswritethem,ministerswrite them, academicswrite them, and people likemewrite them. Hill outperforms us all—because of the unique andcompellingoriginstorybehindthebook.

Hillwenton toagoodcareerasa speaker, seminar leader, authorofanumber of other books, and for a time, a celebrity able to collectappearancefeesjustforbeingatameeting,somewhatlikeaKardashiangets paid just to hang out in a nightclub. He developed a number ofpowerfulpresentationsasapaidlecturer.

Many, many years later, a man whose name you may know, RobertKiyosaki, followed the Napoleon Hill blueprint and made himselfvaluablyfamouswithasinglestoryabouthis“richdad,poordad”—alsohisbook’stitle.

My own business life has been largely made by a handful of stories toldconsistentlyfor30to40years.

Backin1992,bytheway,therearerecordsinTVandprintinterviewsofabrash fellow telling a certain story about himself and telling a story about his

frustrationswithAmericalosing,beingtakenadvantageof,andneedingtostartwinning again. Twenty-four years later, telling that same story, he won thePresidency of the United States. This year, he had an ecosystem for it, anorganizedwaytouseit,andapowerfulpresentationcraftedaroundit.

Kiyosakimadearealbusinessoutofhisstory.NapoleonHilldidn’t,andhislateryearswerenotsecuredbywealthdespiteallthefamehehadcreated.

I put my stories into well-crafted presentations and have used thosepresentations to create an ecosystem I own and control. I kept putting newpresentationsintothatecosystem,andIbecamewealthybydoingso.

This is the point I want to leave youwith:What you dowith a powerfulpresentationisatleastasimportantashavingitinthefirstplace.

I

CHAPTER18

HowtoFuelaBusinesswithEffectivePresentationsCaseHistory

byMikeCrow

fyou’relikeme,you’realwayslookingforneworbetterwaystogrowyourbusinessandtofindacompetitiveedgeinyourmarket.Ifthereasonyou bought this book was more narrow and specific—maybe you had aloomingneedtodeliversomesortofpresentation,forexample—Iimagine

you’rehappytodiscoverthetopicisbiggerthanthat.Thisisalsoabookaboutmarketing and growing businesses. Also, if you’re like me, you’ve seen andheardandbeensoldalotofideasthatturnouttobealittlethin,soyoumaybeskepticalabouthowmuch impactusingeffectivepresentationscan reallyhaveonyourbusiness.Doingsohascertainlyhelpedmine.

$52+MillionBusinesseswiththeSameFuelAs the founder of theMillionaireHome Inspector community, I’ve developedmany different strategies andmethods for the thousands of independent homeinspectorsandownersofhomeinspectioncompanieswhofollowmylead,basedonmyownoutsizedsuccessatbuildingamultimilliondollarayearcompanyinthis industry—twice.Within the association I created, I’ve helped over 50 ofthesesmallservicebusinessestopthemilliondollarmark,averyhighmarkin

ourindustry.OfallthestrategiesthatIprovidetothem,Ithinkmakingeffectivepresentationtogroupsofrealestateagentsandotherswhocanreferbusinesstothe inspectors is the most powerful and affordable. Fortunately for homeinspectors,most real estate offices have agentmeetings and themanagers areusuallyopentohavinganoutsidespeaker,somostoftheinspectorswhousemymethodsfor thisaredoingin-office,smallgrouppresentationsandcan, if theyarewilling,doalotofthem.

Althoughallbusinessescanbedifferent indifferentways,DanKennedyisstill correct when he says that no business is different. Every business needscustomers,andeverybusinesshassometypeofconnectorpersonswhocanbegathered into groups or who already gather into groups. My definition of aConnectorisatrustedexpert,influencer,oradvisorwhoservesthecustomersorclientsyouwant.Often,theConnectoristhefirstpointofcontactfromwhichanumberofpurchasesflow.

For thehomeinspector, thebestConnector is therealestateagent.Noonecanbuyorsellahousewithoutgettingahomeinspectiondone,butmuchmoreoftenthannot,therealestateagentisthefirstpersontodealwiththecustomer,and thatagent,byhisorher recommendations,cancontrol thehomeinspectorused, the mortgage lender used, and the title company used. This means thatagentcanrefertothehomeinspectoragainandagainandagain.Everybusinesshas similarnetworksofconnectors.Forexample,personal injuryattorneysarethe equivalent of real-estate agents to a chiropractor,. For the weddingphotographer, it may be that the managers of wedding sites—hotels, resorts,specialdestinations—areConnectors.Idon’tknowwhotheConnectorsareforyourbusinessbutIdoknowthatwhateveryourbusinessis,thereisundoubtedlyagroupofConnectors.

It is obvious that having good working relationships with a number ofConnectorscanbegreatforyourbusiness.Itcanbeastabilizingforce,levelingout the ups and downs of getting new customers by way of your own directeffortsoradvertising.Itcanspeedupgrowthwithoutrequiringalotofmoneytoinvest in advertising or marketing. On the other hand, not having goodrelationshipswithConnectorscanhavethemblockingbusinessfromcomingtoyou,nomatterhowmuchyouspendonadvertisingandhowknownyouareinyourmarket.Theycanalsobedealkillers,divertingcustomersawayfromyouand into the hands of your competitor. For all these reasons, establishingrelationshipswithConnectors is important. This ismore important thanmanybusinessownersthink.

WhyDon’tYouAlreadyHaveaGreatCircleofConnectorsBringingYoualltheNewCustomersYou

CanHandle?Theproblemstandinginthewayofmaximizingyourrelationshipsisthatthereare also pre-existing relationships between every Connector and yourcompetitors.TostartgettingastreamofreferralsfromaConnector,youhavetodisruptthatrelationship.Ifindthebestwayanddefinitelythemostefficientwaytodothatistogettheopportunitytospeaktoagroupofthem.Yougetacertainlift of status by doing so, and you get an opportunity to demonstrate that youmay be superior in some ways to the provider to whom they currently referbusiness. If pursuing the Connectors individually, one on one, you may getrejectedalot.Youmaybetold,“I’malreadyworkingwithsomeone.Thanksbutnothanks.”ButimaginewhatmighthappenwhenthatsameConnectorisinanaudience of peers, and you appear as a speaker delivering an effectivepresentation.Hishasty“nothanks”canconvertintoa“yes.”

YouneedseveralthingstowinoveraConnector.First,youneedvisibility.Theyhavetoknowyouexistandknowwhatyoudo.Second,youneedauthorityorcredibility.Youneedtrustworthiness.Theyhavetoknowyouarecapableandcompetent,andworthyofreferralsof theirclients.Third,youneedpreference,reasonstofavoryouoverotherprovidersofthesameorsimilarservices.Togettothis,youneedopportunity!That’swheregettinginvitedintospeaktoagroupofConnectorscomesin.

In my other business, Coach Blueprint, a company that supports businesscoachesineveryfield,IhavecultivatedrelationshipswiththetopConnectorsininformation marketing, speaking and coaching, including GKIC and DanKennedy.EitherIormydaughter,ChristaTrantham,whorunsall threeofourcompanies,makesapointofspeakingatalmosteveryGKICevent,byinvitationorbysponsorshipofaspecialsession.IdoforthatbusinesswhatIurgehomeinspectorstodofortheirs:providevisibility,authorityandpreference.

StopNetworkingStartConnecting,withConnectorsInherbookTheConnectors,MaribethKuzmeskisays,“Stopnetworking.Startconnecting.”

Thisisapowerful idea.Networkingisrandom.Itcantakeupalotof time

andmakeyoufeel likeyou’reworkinghardanddoingalot,but itmaynotbeveryproductive.BecomingknowntoandformingrelationshipswithConnectorsisnotthesameasordinarynetworking.Itismorefocused.

Youhaveabusinesstorun.Thehomeinspectorswecoachareoftenrunning“mom‘npop”smallbusinesses.Theymaybeowners,operatorsandstill,also,doing inspections themselves.For them, forme, and foryou, it’s important toavoidlowreward,time-eatingactivities.There’snoshortageofthingsyoumightdo to promote your business, so you have to be choosy.You ultimatelywantleverage,notjustrandomexposure.WhenyouconnectwithConnectors,yougetleverage.Eachonemaybeabletoprovidefour,eight,12,or24clientsayeartoahomeinspector.Idon’tthinkthereisanybetterwaytomakethishappenthanbydeliveringeffectivepresentationstogroupsofConnectors.

HowtoGetPositiveResultswithAudiencesofConnectors

Obviously, this book in our hands is rich with advice about creating yourpresentationorpresentations.I’velearnedalotfromDanandfromDustin.Youwilltoo.

Here,I’mgoingtosharesomeofthekeypiecesofadviceIandmyteamofcoaches give to the home inspectors about connecting with audiences. You’llhavetodoabitoftranslationforyourtypeofbusiness,butalotofitiseasilyadapted.

• Offer useful, benefit-driven presentations, not just a thinly veiled salespitch. To be invited in to do a presentation and to have the agents feelgood about it, it must actually add value to themeeting.We teach ourhomeinspectorstoassembleinformationandideasthatcanbegenuinelyuseful to the real estate agents. Most agents, like most other salesprofessionals and business owners, are very busy, poor time managers,anddon’t readorprocessasmuch informationabout theirbusinessesastheyshould.Itfranklydoesn’ttakerocketscienceforahomeinspectortocollect and organize some up-to-date information from ordinary newssourcesandtradejournalsabouttrendsandstrategiesthatagentscanuse.Thesamethingisprobablytrueinyourfield.Don’tletthisfeellikesomedifficulttaskthatisbeyondyou.

• Teachtheinspectorstoofferthesalesmanagerachoiceofpresentationsto choose from. This is a simple but effective idea. It switches themanager’sdecisionfrom“Yes”or“No”to“Gee,Iwonderwhichoneofthese would be best?” This sets up themagic question: “Which one ofthesetopicsdoyouthinkyouragentswouldliketohearaboutmost?”Themanager picks; the inspector says, “Great—when would you like toschedulethat?”Someofthechoicesweofferare:

– NineMarketingSecretsofTopProducingRealEstateAgents– TheTop10RealEstateAppsandHowToProfitfromThem– NeverLetaHomeInspectionKillaSaleAgain– 10WaystoGetMoreReferralsEveryMonth

• Don’tjustgetinonce—getinvitedbackagainandagain.It’simportanttonotice that three of these four choices have nothing to do with homeinspections.It’sacommonmistaketowanttogoinanddeliverabig,fatcommercialforyourbusiness.Dothat,andyouwon’tbeinvitedback.Ifyou do this as we teach, delivering valuable information, you will beinvitedtocomebackanddoadifferentpresentation.ImaginethepowerofdoingapresentationeveryfewmonthstothesamegroupofConnectors!For the home inspectors we coach, we’ve developed over 20 differentpresentationstheycanrotate.If you can become a regular fixturewith a group ofConnectors, you

willgetone,thenanother,thenanotherreferringtoyouovertime.

• Do this a lot. Once you have presentations thatwork and the ability todeliver them, you want to leverage this to the max. I push the homeinspectorswecoachtoaverageonepresentationperweekor,iftheyhavefull-time marketing persons, to get them up to two presentations everyweek. This activity alone can drive a business like a home inspectionservicetoheightsmostinspectorsdon’teventhinkpossible.

• Prepare for each office. If you have an agent you are already doingbusinesswith,youshouldtalkwithhimorherinadvanceaboutgivingabrief testimonial. Try and know who’s who, so you can recognize theleaderstherestofthepackfollowsbynameandaccomplishments.Take

theseopportunitiesseriously.

• Worry, a little! If attendance is voluntary and uncertain, deliverpromotionalflyerstotheofficetobedistributedtoall theagentsseveraldaystoaweekinadvance.Donottakeattendanceorinterestforgranted.Earnit.

• Never neglect your“commercial”within your presentation.You shouldhave a direct call to action, offering a handout they’llwant, coupons orvouchersgivingdiscounts to theircustomers, etc., tobring them toyou.Youaretheretoimpress,informandmakefriends,butyouarealsotheretogetbusiness.Don’tforgetyourpurpose.

Therearemanykindsoffuelforbusinessgrowth.Most business owners think in terms of getting their customers directly,

throughadvertising,marketing, andpromotion, and ignoreopportunities togetthosecustomersbroughttothemoneafteranotherafteranotherbyConnectors.EstablishingyourowncircleofConnectorscanfuelyourbusinesslikenothingelse.Theeffectivepresentationcanmakethathappen.

MikeCrowisthefounderofMillionaireHomeInspectorCommunity,whichcanbeseenat

http://homeinspectorblueprint.com.HeisalsoPresidentofCoachingBlueprint.com,providingtraining,ready-to-usetoolsand

supportforbusinesscoachesandconsultantsineveryfield.

AbouttheAuthors

DANKENNEDY is a serial entrepreneur who has started, bought, built, andsoldbusinessesofvarioustypesandsizes—alldrivenbypowerfulpresentations.He is a highly sought-after and outrageously well-paid direct-marketingconsultantanddirect-responsecopywriter,coachtogroupsofentrepreneursandprofessionals, anearly retiredyetpopularprofessional speaker, author, and,ofall things, a professional harness racing driver. He lives with his second andthirdwife(samewoman)andasmalldoginOhioandVirginia.Hisofficethathe never visits is inPhoenix.He canbe reacheddirectly only by fax at (602)269-3113orbymailatKennedyInnerCircle,Inc.,15433N.TatumBlvd.,#104,Phoenix, Arizona 85032. Do NOT email him at any websites presenting hisinformation. They belong to publishers; he does not use email. Informationabout the membership organization focused around Dan’s work, its onlinecourses,resources,SuperConferencesSMandInfo-SUMMITSSMcanbeaccessedathttp://GKIC.com

DUSTINMATHEWS iswidely recognizedasadirect-responsemarketerandforhisuniqueability to transformbusinessesandbrands.Leveragingpowerfulpresentations, Dustin assisted two different companies to get on the Inc.magazine’s 500—a coveted list of fastest growing private companies inAmerica.

Now he runs Speaking Empire, a disruptive company in the leadershiptrainingandeducationspace.Alongwithmultiplebest-sellingbooksintheareasof marketing, sales, and life, Dustin codified a process for creating andinnovatingintheareaofBrandResponse™.

Dustin Mathews and his latest findings can be found online at

www.SpeakingEmpire.comandhttp://DustinMathews.com.Youmayreachhimat(800)687-4061orbymailat160SixthStreetSW,Largo,FL33770.

DAVEVANHOOSE is amaster communicator, celebrity speaker trainer, andanArenaBowlWorldChampion. In threeyears, he tookhis first company tonumber35ontheInc.500listoffastestgrowingprivatecompaniesinAmerica.Leveraging powerful presentations, he grew the company to 100+ employees,over$30millioninrevenue,and50to100seminareventspermonth!

Basedonhislearnedabilitytocommunicateeffectively,DavewasinvitedasoneofafewprivilegedspeakerstotheGetMotivatedSuccessTouralongwithpast presidents and world leaders such as Bill Clinton, George Bush, RonaldReagan, andMikhailGorbachev; sports stars such asMichael Phelps and JoeMontana;andbusinesspersonalitieslikeSteveForbesandSteveWozniak.

With over 3,000 presentations delivered, Dave is now focusing onmotivatingworld-classentrepreneursandbusinessownerstoachievemorethantheyeverthoughtpossibleviapowerfulpresentations.

Dave VanHoose can be reached at (800) 687-4061 or found online atwww.SpeakingEmpire.comandhttp://DaveVanHoose.com.

OtherBooksByDanKennedyIntheNOB.S.Series,publishedbyEntrepreneurPress

No B.S. DIRECT Marketing for NON-Direct Marketing Businesses, 2ndEditionNo B.S. Guide to Maximum Referrals & Customer Retentionwith Shaun Buck No B.S. Guide to Direct-Response Social MediaMarketingwithKimWalsh-PhillipsNoB.S.Guide toBrand-BuildingbyDirectResponse

NoB.S.Trust-BasedMarketingwithMattZagulaNo B.S. Guide to Marketing to Leading-Edge Boomers and Seniors with

ChipKesslerNoB.S.PriceStrategywithJasonMarrsNoB.S.MarketingtotheAffluent,2ndEditionNo B.S. Ruthless Management of People & Profits, 2nd Edition No B.S.

GrassrootsMarketingwithJeffSlutskyNoB.S.BusinessSuccessintheNewEconomy

NoB.S.SalesSuccessintheNewEconomyNoB.S.WealthAttraction in theNewEconomyNoB.S.TimeManagement

forEntrepreneurs,2ndEdition

OtherBooksSpeaktoSell(Advantage)Make ‘Em Laugh & Take Their Money (GKIC/Morgan-James) The

Ultimate Sales Letter—4th Edition/20th Anniversary Edition(Adams Media) The Ultimate Marketing Plan—4th Edition/20thAnniversary Edition (Adams Media) Making Them Believe: 21Principles and Lost Secrets of Dr. J.R. Brinkley-Style Marketingwith Chip Kessler (GKIC/Morgan-James) My UnfinishedBusiness/Autobiographical Essays (Advantage) The NEW Psycho-CyberneticswithMaxwellMaltzM.D.(Prentice-Hall)

AllYouHaveToDoisGoHereNow:www.gkic.com/presentationsbook

NeedHelpWithYourPOWERFULPresentation?

We believe that every entrepreneur has a message—and a powerfulpresentationinside.Thechallengeismostdon’tunderstandhowtofindthat message and then structure it into a way that gets audiences inaction.

SpeakingEmpireremovesthestressofcreatingyourownpresentation.Imaginehaving:

• A complete presentation maximized for presenting live andvirtually.

• An irresistible offer congruent with your positioning andbrandingthatgetsprospectsintoaction.

• Ourexpertsreviewyourpresentationbeforeyoudeliver.

Discoverwhytheword’smostsuccessfulentrepreneurscalluponSpeakingEmpiretohelptheminfluenceonetomany.

Forthenexteventinyourareacall800-687-4061orgotowww.SpeakingEmpire.com.

DOESYOURDELIVERYMOVEPEOPLE?ITSHOULD.

Whomakesmoremoney?AteacheroraHollywoodactor?

Deep down, people don’t want to be trained, they want to beentertained.

Alotoffolksbelieveintheirproductsandservicessomuchthattheysharetoomuchtoofast.WhatImeanbythatis:theyteachtoomuch.

When you understand the principles of a Presentainer®, you’llmaximizeeverycommunicationwiththeworld.

Formoreinformation,visitwww.SpeakingEmpire.comtodayorcall800-687-4061forthenexteventinyourarea.

EntrepreneurPress,PublisherCoverDesign:AndrewWelyczkoProductionandComposition:EliotHouseProductionsThisisanexcerptfromDynamicCommunicationbyJillSchiefelbein,DynamicCommunication,©2017,EntrepreneurMedia,Inc.Allrightsreserved.ReproducedwithpermissionofEntrepreneurMedia,Inc.

©2017byEntrepreneurMedia,Inc.Allrightsreserved.ReproductionortranslationofanypartofthisworkbeyondthatpermittedbySection107or108ofthe1976UnitedStatesCopyrightActwithoutpermissionofthecopyrightownerisunlawful.RequestsforpermissionorfurtherinformationshouldbeaddressedtotheBusinessProductsDivision,EntrepreneurMediaInc.

Thispublicationisdesignedtoprovideaccurateandauthoritativeinformationinregardtothesubjectmattercovered.Itissoldwiththeunderstandingthatthepublisherisnotengagedinrenderinglegal,accountingorotherprofessionalservices.Iflegaladviceorotherexpertassistanceisrequired,theservicesofacompetentprofessionalpersonshouldbesought.

ebookISBN:978-1-61308-365-9

ContentsForewordbyJayBaer

SixReasonsI’mTellingMyFriendsAboutDynamicCommunicationPreface

INTRODUCTIONWhy“GoodCommunicationSkills”Aren’tEnoughDynamic

Communication—WhatYouReallyNeedCommunicatingtoOneAudienceIsn’tEnoughThreeSimultaneousDynamics,OneGiantSystemRinseandRepeatStufftoReadSoYouSoundSmart:The(Simplified)HistoryofOrganizationalCommunicationPARTI

TheBareBasicsThingsYouNeedtoUnderstandAboutCommunication

CHAPTER1WhatYouDon’tKnowCanHurtYouPerceptionsandReality

TheKnowledgeGapCommunicationHistory

CHAPTER2Don’tMakeThingsAwkward:ReduceUncertaintyandProactively

CommunicateReducingUncertaintyAmbiguousMessagesCustomerUncertainty

CHAPTER3ShutUpandListen!:SkillsforListeningtoOthers

Hearingvs.ListeningWhatYouNeedtoKnowAboutActiveListeningMirroringIsNotActiveListeningStrategiesforBeingaBetterListenerPARTII

SalesMachine/Ninja/BadassProvidingServiceandGrowingSales

CHAPTER4TheListeningMatrix:SellMorebyKnowingHowOthersListentoYou

TheListeningMatrix

CHAPTER5DeathbySalesScript:UsingOutlinestoCreateSalesConversations

AUniversalScriptforHumanInteractionDoesn’tExistTheSalesCallOutlineTheSalesDemonstration

CHAPTER6BEOPEN24/7:PANOPTICON-STYLESERVICE

WTFDoesThisHavetoDowithCustomerService?

PARTIII

MarketingThatEducatesCreatingValue-Filled,MagneticMarketing

CHAPTER7VideoMarketing:MakingKick-AssVideosThatEducateandAttract

VideoDominationCreatingVideoCampaignsThatEducateandEmpowerStrategiesforVideoCampaignsCHAPTER8

WinningWebinars:ContentThatSells,Converts,Educates,andSupportsEngageYourEmployeesServeYourCustomersLead-GenerationandSalesWebinarsTheOne-OffFor-ProfitWebinarTheWebinarSeries

CommunicationStrategiesforWebinarManagementCHAPTER9GoLive!:LivestreamingStrategiesandOn-CameraSkills

Planning:BeforetheStreamExecuting:DuringtheStreamRepurposing:AftertheStreamPARTIV

Oh,theHumanity!PublicCommunicationStrategiesThatHelpYouConnect

CHAPTER10WordsThatBond:CommonCommunicationDenominators

SharedExperiencesUseSynonymstoMakeMessagesUnderstandableJargonandAcronymSuicideColloquialismsandConversationalLanguageCHAPTER11

SurroundYourselfwiththeRightPeople:NetworkingandYourPitchQuestionstoGetaConversationStartedBridgingtheFriendGapThe(Dreaded)NetworkingorElevatorPitchThePitchThatGetsRememberedCHAPTER12

HotOffthePresses:Media,Stories,andSpreadingtheWordInterviewEtiquetteOntheRecordNoManIsanIsland

CHAPTER13WhentheSh*tHitstheFan:CommunicatingDuringaCrisis

Sh*tJustGotRealResponseStrategyOngoingSituationMaintenancePARTV

SpeakOut,SpeakUpGivingPresentationsThatInspireAction

CHAPTER14HowtoNotSuckonStage:DeliverySkillsforPublicSpeaking

StopBoxingYourselfInEyeContactEnunciationandPronunciationParalanguageNonverbalBarriersGesturesandMovementQuickPracticeTips

CHAPTER15StructureIsSexy:OrganizingPresentationMaterialsandSpeeches

IntroductionsConclusionsMainContentOrganizationalPatternsCHAPTER16

GetPeopletoAct:PersuasionandHuggingwithWordsEthos,Pathos,LogosTimetoTEMPTaction

CHAPTER17TheOrganizedMindBuys:SequencingContentforPersuasive

ImpactStepOne:AttentionStepTwo:EstablishtheNeedStepThree:SatisfyingtheNeedStepFour:Visualization

StepFive:CalltoAction

PARTVI

InnerWorkingsHowtoManageTeamsandMeetingsandGetBuy-In

CHAPTER18HandleQ&ALikeaBoss:SkillsforHandlingToughQuestions

RepeatingtheQuestionTieYourOriginalMaterialintoResponsesManagingtheTimeSuckers

CHAPTER19AllHandsonDeck!:EffectiveandEfficientMeetings

Dual-PurposeMeetingsKnowtheRulesofEngagementAgendasShort-andLong-TermParkingTheProverbialElephant

CHAPTER20CyberIsn’taDirtyWord:ManagingVirtualTeams

Goalsvs.ObjectivesAvoidInformationHoardingManagingTeamConflictLet’sGetVirtualVirtualKickoffs

CHAPTER21GetPeopleonYourSide:CommunicatingforBuy-In

TheMagicofCollaborationCreatingUnnecessaryDistanceInclusiveandExclusiveTalkConfirmingandDisconfirmingMessagesPARTVII

LikeaBossLeadingandManagingSoPeopleWanttoWorkForandWithYouCHAPTER

22FairnessEqualsProfit:TenetsofWorkplaceEquity

TenetOne:PeopleExchangeWorkforRewardsTenetTwo:PeopleActivelySearchforEmpoweringEnvironmentsTenetThree:PeopleFeelStressedWhenThey’reTreatedUnfairlyTenetFour:PeopleWhoFeelLikeThey’reTreatedUnfairlyWillSeektoBalancetheScalesCHAPTER23

FeedMe,Seymour!:DeliveringPowerfulFeedbackThatGetsResultsOwnYourMessageStopApologizingandGeneralizingBeSpecificandBehavior-FocusedFacilitatetheDesiredOutcomewithVerbalandNonverbalHarmonySimpleExamplesofGreatFeedbackAftertheFeedback:MutualUnderstandingCHAPTER24

MessageGPS:YourCommunicationHasaDirection,andItMattersUpwardCommunicationDownwardCommunicationLateralCommunication

CHAPTER25Don’tBeaWhiner:BeaSolutionProvider

StepOne:StatetheRelevantFactsStepTwo:PresenttheSituationorProblemStepThree:AskforHelporOfferaSolutionReasonablevs.IncessantComplaintsPARTVIII

Retain,Innovate,orDieStrategiesforEmployeeRetentionandDevelopment

CHAPTER26YouBetterRecognize!:RetainingTalentandHighlightingEmployees

TipstoCreateaCultureofInnovationAvoidThesePhrasesRecognizingandHighlightingAwesomenessFreeorLow-CostRecognitionIdeasCHAPTER27

SixStepsforInnovation:CultivatingIntrapreneurshipStepOne:Identify—KnowYourAudienceStepTwo:Match—IsThistheRightFit/Place/Time?

StepThree:Evaluate—Ideas,Ideas,andMoreIdeasStepFour:Gather—GetBuy-InandSupportStepFive:Analyze—KnowYourPosition,Situation,andAttributesStepSix:CraftandDeliver—Message,Channel,PitchCONCLUSION

SlappingaBandageonItDoesn’tWorkTheLawofDiminishingMarginalMotivationWriteIt.DoIt.CelebrateItIndex