How to Move Audiences and Inspire Action with Steve Lowell

Hello everybody and welcome back to the show.

2

00:00:04,005 --> 00:00:07,718

This is the Collaborators Night Podcast, Chuck Anderson here your host.

3

00:00:07,718 --> 00:00:12,001

And this is the show where we serve what we call big impact experts.

4

00:00:12,001 --> 00:00:23,231

And that's you if you have a message or a product or a service that not only makes money

but makes a big positive impact in the lives of others.

5

00:00:23,231 --> 00:00:31,471

And maybe even you're on a mission to make that big positive impact and have that spread

to your community, your country, to the world.

6

00:00:31,471 --> 00:00:36,535

whatever it is, and whenever we talk to our audience, that's what they say they wanna do

the most.

7

00:00:36,535 --> 00:00:39,486

It's like, I wanna make a big impact with my work.

8

00:00:39,547 --> 00:00:42,629

And along the way, there are challenges.

9

00:00:42,629 --> 00:00:47,853

We have so many things that we have to do, including our message.

10

00:00:47,853 --> 00:00:49,644

How do we deliver ourselves?

11

00:00:49,644 --> 00:00:51,635

How do we tell our stories?

12

00:00:51,635 --> 00:00:55,498

What are our opportunities to spread that message?

13

00:00:55,498 --> 00:01:00,069

So today's guest is an expert at that, not only with

14

00:01:00,069 --> 00:01:12,172

crafting that message, but also doing transformational work from stage and all of the

speaking opportunities that are out there and not just speaking, but speaking with this

15

00:01:12,172 --> 00:01:17,888

purpose to transform your audience and make that deeper connection.

16

00:01:17,888 --> 00:01:20,271

So today I have Steve Lowell here with me today.

17

00:01:20,271 --> 00:01:22,463

uh Steve, welcome to the show.

18

00:01:22,508 --> 00:01:24,727

Hi Chuck, thanks for having me, glad to be here.

19

00:01:24,727 --> 00:01:26,738

Yeah, I'm really glad that you're here as well.

20

00:01:26,738 --> 00:01:29,100

And I love the work that you do.

21

00:01:29,100 --> 00:01:33,813

And look, I'm not big on reading bios and all of this kind of thing on the show.

22

00:01:33,813 --> 00:01:41,918

I just think that, you know, the best description of who you are and the work that you do

is going to come directly from you.

23

00:01:41,918 --> 00:01:43,299

So why don't we start there?

24

00:01:43,299 --> 00:01:50,333

Tell everybody a little bit about yourself, the work that you do, and we'll use that as

our launching pad.

25

00:01:50,510 --> 00:01:51,580

Sure, yeah sure.

26

00:01:51,580 --> 00:02:05,577

know, well, in my 40 years of training speakers, experts, authors, consultants, CEOs, you

all over the world, I found that so many really struggle with taking the message that they

27

00:02:05,577 --> 00:02:10,018

have and presenting it in a way that reaches their desired outcome.

28

00:02:10,018 --> 00:02:15,741

Now sometimes their desired outcome is to sell product, services, coaching programs,

consulting programs, and that's fine.

29

00:02:15,741 --> 00:02:18,240

Sometimes the desired outcome is to affect change.

30

00:02:18,240 --> 00:02:20,791

Sometimes that outcome is to get buy-in.

31

00:02:20,791 --> 00:02:22,612

Sometimes it's to change minds.

32

00:02:22,612 --> 00:02:25,733

Sometimes it's to motivate, inspire, and all of those things.

33

00:02:25,733 --> 00:02:32,025

And so, so many people struggle to take their message and present it to an audience, live

or virtual, and achieve those outcomes.

34

00:02:32,025 --> 00:02:42,028

And that's why I've dedicated my life to studying the science of speaking and not just

getting on a stage and saying things, because just about anybody really, you know, can do

35

00:02:42,028 --> 00:02:42,728

that.

36

00:02:42,808 --> 00:02:49,844

But how do you say the things that need to be said in a way that they need to be said in

order to achieve the desired outcome that you have?

37

00:02:49,844 --> 00:02:52,276

So that's what we're gonna talk about today.

38

00:02:52,580 --> 00:02:53,160

Awesome.

39

00:02:53,160 --> 00:02:54,240

I love that.

40

00:02:54,240 --> 00:02:59,280

Well, and if I could add to that a little bit, what got you to this place?

41

00:02:59,280 --> 00:03:06,876

How did, you know, what's your origin story and how did it come to be that you're doing

this work today?

42

00:03:06,904 --> 00:03:13,598

Sure, so I've been on the live stage since the age of six and uh today I'm 60, you know,

I'm 63 years old.

43

00:03:13,598 --> 00:03:15,949

Today isn't my birthday, but today I'm 63 years old.

44

00:03:15,949 --> 00:03:18,490

So you can do the math at how long ago that was.

45

00:03:18,490 --> 00:03:20,642

And you know, when I was a kid, I wasn't a speaker.

46

00:03:20,642 --> 00:03:23,033

I was in a band and I was the front guy in the band.

47

00:03:23,033 --> 00:03:31,147

So all through grade school and then high school and into my teens and later teens, I was

the front man in the band and we, you know, we toured the country and made records and all

48

00:03:31,147 --> 00:03:32,038

that kind of stuff.

49

00:03:32,038 --> 00:03:36,088

And then I was maybe about 18 years old and I stumbled across a video.

50

00:03:36,088 --> 00:03:37,438

by Zig Ziglar.

51

00:03:37,438 --> 00:03:40,579

And I watched this guy and said, that's the best job in the world.

52

00:03:40,579 --> 00:03:41,860

I want to do that.

53

00:03:41,860 --> 00:03:46,101

And so I started training as a speaker with the Dale Carnegie Training Organization.

54

00:03:46,101 --> 00:03:49,502

And I went through all of their programs to learn how to do it properly.

55

00:03:49,502 --> 00:03:52,251

And then I trained to be an instructor with them.

56

00:03:52,251 --> 00:04:01,825

And during all of that time, I was in my mind, I was just thinking some of the things

they're teaching, I just don't agree with, I don't like, and I didn't know why I didn't

57

00:04:01,825 --> 00:04:03,636

like them or why I didn't agree with them.

58

00:04:03,636 --> 00:04:04,316

I just didn't.

59

00:04:04,316 --> 00:04:04,876

And then,

60

00:04:04,876 --> 00:04:13,359

When it came time for me to actually sign the contract to become an instructor with them,

I couldn't sign it because I could not in good conscience teach people things that I

61

00:04:13,359 --> 00:04:14,549

didn't believe in.

62

00:04:14,549 --> 00:04:18,050

And so I bypassed that and I just went out on my own.

63

00:04:18,050 --> 00:04:21,961

Now over the next several decades, know, a lot of things happen in life, right?

64

00:04:21,961 --> 00:04:27,083

And things happened and a lot of the things that were occurring in my life were causing me

a lot of trouble.

65

00:04:27,083 --> 00:04:31,870

And so I decided to research the brain to figure some things out.

66

00:04:31,870 --> 00:04:40,295

And while I was researching the brain and neuroscience and all these other things, trying

to figure out these other issues in my life, what I would find, Chuck, is I would find

67

00:04:40,295 --> 00:04:45,168

things in what I'm reading and I would go, that's why audiences respond that way.

68

00:04:45,168 --> 00:04:47,560

that's why that doesn't work as a speaker.

69

00:04:47,560 --> 00:04:56,325

And I just kept honing my craft and studying and I just got so deep into the art and

science of speaking that I just, I made a business out of it.

70

00:04:56,325 --> 00:04:57,366

And so...

71

00:04:57,562 --> 00:05:01,425

I joined something called the Canadian Association of Professional Speakers.

72

00:05:01,425 --> 00:05:05,488

It's an association in Canada just for professional speakers.

73

00:05:05,488 --> 00:05:06,989

I worked with that organization.

74

00:05:06,989 --> 00:05:09,050

I became the national president there.

75

00:05:09,050 --> 00:05:13,393

And then I served on the board of what's called the Global Speakers Federation.

76

00:05:13,393 --> 00:05:17,286

And that is a central body for all the speaker associations in the world.

77

00:05:17,286 --> 00:05:20,480

And then I served as president of the Global Speakers Federation.

78

00:05:20,480 --> 00:05:23,072

I became a certified speaking professional.

79

00:05:23,072 --> 00:05:25,734

It's the highest designation in the professional speaking world.

80

00:05:25,734 --> 00:05:34,140

And so, until somebody launches the Intergalactic Speakers Association, which maybe you

will do, there's really nowhere else for me to serve.

81

00:05:34,140 --> 00:05:44,498

I've served at the highest level and all of that has been training speakers to do these

things, to either grow their business using speaking without all the high pressure stuff

82

00:05:44,498 --> 00:05:47,150

that we see all the time.

83

00:05:47,311 --> 00:05:53,457

and making the changes in this world that they want to make through the spoken word either

from the stage or in front of the room or on the screen.

84

00:05:53,457 --> 00:05:55,527

So that's where it all comes from.

85

00:05:56,265 --> 00:05:57,325

Amazing.

86

00:05:57,365 --> 00:06:03,065

I can relate so much to your story about 10 years later.

87

00:06:03,765 --> 00:06:08,705

And by the way, I would not have believed you were in your 60s unless you had said it.

88

00:06:08,705 --> 00:06:10,365

So there you go.

89

00:06:11,645 --> 00:06:17,985

And I remember growing up reading the Dale Carnegie books and being very inspired by that.

90

00:06:17,985 --> 00:06:21,685

I never saw Zig Ziglar speak, but I read books.

91

00:06:21,845 --> 00:06:23,545

And my mentor,

92

00:06:23,606 --> 00:06:25,657

to speak on stage was T.

93

00:06:25,657 --> 00:06:26,857

Harv Eker.

94

00:06:26,917 --> 00:06:30,888

And I remember having this very similar feeling.

95

00:06:30,888 --> 00:06:38,210

Like, you know, this is good and there's something, you know, I need to shift.

96

00:06:38,210 --> 00:06:42,181

And I remember the very first thing I did was I tried to be him.

97

00:06:42,241 --> 00:06:48,623

And, you know, on, and I was trying to emulate what I had seen him do on stage.

98

00:06:48,623 --> 00:06:51,480

And it really wasn't me until I...

99

00:06:51,480 --> 00:06:53,561

gradually made it my own.

100

00:06:53,561 --> 00:07:01,524

So uh I don't think I've ever unpacked what it was that that shift, but I remember having

that feeling.

101

00:07:01,524 --> 00:07:07,197

uh What are you hearing from people that you're working with in terms of their struggle?

102

00:07:07,197 --> 00:07:18,571

Because I talk to people all the time who speak on stages, they do virtual workshops, a

lot of people doing events, especially in the transformation of the coaching space.

103

00:07:19,132 --> 00:07:19,768

And

104

00:07:19,768 --> 00:07:31,851

You know, they say, well, I had an event, I had this uh audience and, you know, I didn't,

I don't feel like I reached them.

105

00:07:31,912 --> 00:07:35,332

You know, they didn't buy, they didn't take the next step.

106

00:07:35,332 --> 00:07:37,533

They all said, hey, great presentation.

107

00:07:37,533 --> 00:07:40,154

And then they went away and I never saw them again.

108

00:07:40,274 --> 00:07:48,014

Are those some of the things that you're noticing and hearing or anything else that you're

hearing from them as they're reaching out to you for?

109

00:07:48,014 --> 00:07:50,386

for help with their work.

110

00:07:50,562 --> 00:07:51,542

Yeah, there's a couple of things.

111

00:07:51,542 --> 00:07:56,924

That is certainly one of them and that's a good one to hear because that means it's

somebody that I can help.

112

00:07:56,924 --> 00:08:05,067

But oddly enough, uh my market used to be for a lot of years, professional speakers and I

trained a lot of professional speakers.

113

00:08:05,067 --> 00:08:13,770

But I've switched my market from professional speakers because what I was hearing most

was, you know what, I'm a natural born speaker.

114

00:08:13,770 --> 00:08:16,231

I get standing ovations every time I speak.

115

00:08:16,231 --> 00:08:21,583

People really love me and I'm very comfortable and I get on a stage and I never know what

I'm gonna say.

116

00:08:21,583 --> 00:08:24,313

I can wing it because I'm just that good.

117

00:08:24,313 --> 00:08:34,437

And so whenever I hear those things, I know that that person is probably a very weak

speaker because 99 % of the time they are.

118

00:08:34,437 --> 00:08:38,998

And I know it's not somebody that I can really work with because they haven't confronted

the fact.

119

00:08:39,002 --> 00:08:48,563

that it's their speaking that's stopping them from getting their goals because often times

what happens is right after they tell me how great they are, then they tell me how they're

120

00:08:48,563 --> 00:08:54,059

not making any money and how they want to get on more stages and how they want to sell

more of their coaching programs.

121

00:08:54,059 --> 00:09:00,590

And so my job is to kind of help them put two and two together or maybe you're not such a

rock star that you think you are, but that's

122

00:09:00,590 --> 00:09:02,852

tough barrier to get through for a lot of people.

123

00:09:02,852 --> 00:09:06,395

So I kind of set that group aside and if they come to me, then I'll work with them.

124

00:09:06,395 --> 00:09:11,260

But what I'm hearing most often from people when they come to me is two things.

125

00:09:11,260 --> 00:09:21,939

One is I need to be able to make myself stand out above every other speaker when I speak

because I'll go to these conferences and a lot of these conferences now have five, 10, 12

126

00:09:21,939 --> 00:09:27,084

speakers over two days and people are just not coming up to me the way I think they

should.

127

00:09:27,084 --> 00:09:30,955

and I'm not getting the response I should be getting, I'm not getting the sales I should

be getting.

128

00:09:30,955 --> 00:09:32,215

That's one.

129

00:09:32,215 --> 00:09:40,968

The other thing that I hear is, and I mentioned it earlier, Steve, I've got a really

important message that I wanna share with the world, and what I'm not getting is I'm not

130

00:09:40,968 --> 00:09:45,179

getting people telling me that I have affected them in positive ways.

131

00:09:45,179 --> 00:09:54,282

So those are the groups that I work with the most because they acknowledge that there's

something happening in how they're presenting that isn't serving them or isn't serving

132

00:09:54,282 --> 00:09:55,462

their audience.

133

00:09:55,589 --> 00:09:57,359

I'd say those are the things.

134

00:09:57,401 --> 00:10:00,163

Well, I really like the ladder.

135

00:10:00,163 --> 00:10:14,823

mean, I've heard all of the above there, just looking at the ladder that you said there,

really wanting to impact people in a positive way, that's what we hear the most and

136

00:10:14,823 --> 00:10:18,075

feeling like my message really isn't doing that.

137

00:10:18,235 --> 00:10:25,678

And it's not that the message itself, I think isn't transformational or that usually it's

some.

138

00:10:25,678 --> 00:10:29,791

person who's got some amazing gift, their program is great.

139

00:10:29,791 --> 00:10:35,076

If they could just reach people, they could make a big difference in their lives.

140

00:10:35,076 --> 00:10:41,931

And I think they're making some mistakes potentially that's maybe not drawing their

audience in, but repelling them away.

141

00:10:41,931 --> 00:10:45,704

So, uh or maybe, and maybe you put it a different way.

142

00:10:45,725 --> 00:10:53,691

What are some of the mistakes that they're making that's preventing them from having this

transformational message?

143

00:10:53,691 --> 00:10:55,132

uh

144

00:10:55,642 --> 00:10:58,328

and reaching people the way they want to.

145

00:10:58,328 --> 00:11:00,350

Sure, okay, so let's start at the very beginning.

146

00:11:00,350 --> 00:11:11,790

starts with this, most speakers, and I'll just use the term speakers only because a lot of

the people that we serve, you and I, they don't necessarily identify themselves as

147

00:11:11,790 --> 00:11:14,612

speakers, but they are experts who speak.

148

00:11:14,612 --> 00:11:17,515

So we're just gonna use the term speakers for this context.

149

00:11:17,515 --> 00:11:20,377

Because most speakers don't understand what their role is.

150

00:11:20,377 --> 00:11:25,101

You see, the purpose of speaking is not to transfer information.

151

00:11:25,101 --> 00:11:26,528

It never has been.

152

00:11:26,528 --> 00:11:28,920

Speaking is not about a transference of information.

153

00:11:28,920 --> 00:11:31,103

Speaking is about a transference of emotion.

154

00:11:31,103 --> 00:11:35,147

You see, my job as a speaker, Chuck, is not to get you to know what I know.

155

00:11:35,147 --> 00:11:39,271

My job is to get you to feel about my message the way I feel about my message.

156

00:11:39,271 --> 00:11:46,380

And most speakers mistake their role for being that of a teacher, which means I need to

educate you, or a trainer.

157

00:11:46,380 --> 00:11:50,973

which means I need to help pull skill out of you or a coach, which means I need to guide

you.

158

00:11:50,973 --> 00:11:54,534

And these are all completely different roles with completely different functions.

159

00:11:54,534 --> 00:11:57,016

And the role of a speaker is not to educate.

160

00:11:57,016 --> 00:11:58,156

It's not to entertain.

161

00:11:58,156 --> 00:11:59,437

It's not to pull out skill.

162

00:11:59,437 --> 00:12:00,698

It's not to guide.

163

00:12:00,698 --> 00:12:10,743

Although some of that happens, the role of a speaker starts with the proper understanding

that your job is to get the audience to feel about your message the way you feel about

164

00:12:10,743 --> 00:12:11,724

your message.

165

00:12:11,724 --> 00:12:16,268

And without that understanding, you've already lost the intention and the purpose of being

there.

166

00:12:16,268 --> 00:12:22,971

Because if it was just about a transfer of information, you could send me your PowerPoints

or your notes and I'll take it to the bathroom and read it.

167

00:12:22,971 --> 00:12:24,222

I don't need you.

168

00:12:24,222 --> 00:12:27,333

The first job of a speaker is to transfer that emotion.

169

00:12:27,333 --> 00:12:28,744

So that's the first mistake.

170

00:12:28,744 --> 00:12:38,048

The next mistake that speakers often make is they believe that the job of the speaker, if

I'm on stage, they think that my job is to get you to understand me.

171

00:12:38,048 --> 00:12:41,229

My job is to get you to know me, like me, and trust me.

172

00:12:41,229 --> 00:12:42,880

You've heard all of that before, right?

173

00:12:42,880 --> 00:12:44,601

I want you to understand that I'm qualified.

174

00:12:44,601 --> 00:12:45,841

I want you to know what I know.

175

00:12:45,841 --> 00:12:46,711

I want you to like me.

176

00:12:46,711 --> 00:12:47,881

So I'm gonna try and make you laugh.

177

00:12:47,881 --> 00:12:48,761

I'm gonna try and make you cry.

178

00:12:48,761 --> 00:12:49,912

I'm gonna try and make you think.

179

00:12:49,912 --> 00:12:57,545

And the purpose that the speaker has is if I can get this audience to like me, if I can

get them to understand that I can solve their problem, if I can get them to trust me, then

180

00:12:57,545 --> 00:12:58,775

they're gonna wanna hire me.

181

00:12:58,775 --> 00:13:07,228

And that is the farthest from the truth because by doing those things, what you're doing

is position yourself to look and sound exactly the same as every other speaker on the

182

00:13:07,228 --> 00:13:08,044

agenda.

183

00:13:08,044 --> 00:13:14,097

So what we need to understand as speakers is first of all, our job is not to get the

audience to know us, like us, and trust us.

184

00:13:14,097 --> 00:13:15,777

That's not what the audience wants.

185

00:13:15,777 --> 00:13:18,658

The audience wants to be understood.

186

00:13:18,839 --> 00:13:20,139

That's what they want.

187

00:13:20,139 --> 00:13:25,261

So the audience wants to be able to sit there and say, that speaker really gets me.

188

00:13:25,442 --> 00:13:31,944

And the audience couldn't care less about your background and your credentials and your

three systems and your four strategies and your nice story.

189

00:13:31,944 --> 00:13:35,968

They could not care less beyond a little bit of entertainment.

190

00:13:35,968 --> 00:13:44,933

If they're looking for some sort of a transformation, if they're looking for a change, a

different way to look at their perspective on the nature of their condition, if they're

191

00:13:44,933 --> 00:13:51,066

looking to grow, they couldn't care less about your background until they understand that

you get them.

192

00:13:51,066 --> 00:13:54,278

And so that's a completely opposite approach to most speakers.

193

00:13:54,278 --> 00:14:01,552

So when I'm speaking, the first thing I know is I need to make sure that my audience, um

that my job is to transfer emotion.

194

00:14:01,552 --> 00:14:04,266

I gotta get them to feel about it the way I feel about it.

195

00:14:04,266 --> 00:14:07,357

Second job is I need the audience to understand that I get them.

196

00:14:07,357 --> 00:14:08,887

understand them.

197

00:14:09,048 --> 00:14:14,310

And then after that, then what I need to do is give them something that makes them do

this.

198

00:14:14,310 --> 00:14:20,132

We got to get the audience to go, huh, I've never thought of it like that.

199

00:14:20,132 --> 00:14:24,233

I've never considered it like that, or I've never heard it like that.

200

00:14:24,233 --> 00:14:27,574

And what we're doing there is we're challenging the audiences.

201

00:14:27,574 --> 00:14:35,860

know, belief systems, we're rattling their paradigms, we're resetting their expectations,

we're causing them to think critically about the nature of their condition so that they

202

00:14:35,860 --> 00:14:37,157

walk away with a question.

203

00:14:37,157 --> 00:14:40,222

And the question is, what am I gonna do now?

204

00:14:40,523 --> 00:14:43,725

And that goes in, you know, takes them to the next steps.

205

00:14:43,725 --> 00:14:46,787

Whereas so many speakers spend all the time telling nice stories.

206

00:14:46,787 --> 00:14:53,612

Let me tell you about my nice story, let me tell you about my case study, let me tell you

about my client, here's the testimonial, here's my three systems, my four strategies, my

207

00:14:53,612 --> 00:14:56,598

five pillars, and it's all about me, me, me, me, me, me, me.

208

00:14:56,598 --> 00:15:06,563

And what happens is this, this propagates the problem Chuck, because you know, when you do

that and you make the audience laugh and you make them, you know, it's a nice time for

209

00:15:06,563 --> 00:15:08,825

them and you teach them some nice things that they didn't know.

210

00:15:08,825 --> 00:15:12,987

And you get this screaming standing ovation at the end, right?

211

00:15:12,987 --> 00:15:15,338

Because you know, that's what audiences do.

212

00:15:15,338 --> 00:15:19,182

It only takes one person to start a standing ovation and everybody will follow suit.

213

00:15:19,182 --> 00:15:23,722

So you get a standing ovation and all of a sudden the speaker thinks, know, yeah, I did a

good job.

214

00:15:23,722 --> 00:15:24,182

did it.

215

00:15:24,182 --> 00:15:26,182

See, they really love me, right?

216

00:15:26,182 --> 00:15:30,362

But a standing ovation, 99 times out of 100 doesn't mean anything.

217

00:15:30,362 --> 00:15:34,002

All it means is somebody launched it and everybody else followed suit.

218

00:15:34,002 --> 00:15:36,962

What the speaker should be looking for is not a standing ovation.

219

00:15:36,962 --> 00:15:38,162

And if that happens, that's great.

220

00:15:38,162 --> 00:15:40,402

But just about anybody can get a standing ovation.

221

00:15:40,402 --> 00:15:43,742

What we're looking for is people to come up to you and say, you know what?

222

00:15:43,742 --> 00:15:45,356

You've changed the way I think.

223

00:15:45,356 --> 00:15:51,260

And then in three months, six months a year, they reach out to you and they say, you

changed my life and here's how you changed my life.

224

00:15:51,260 --> 00:15:55,133

That should be our purpose if we want to be a transformational speaker.

225

00:15:55,133 --> 00:16:00,817

It's not about motivating them because the audience has the honor of listening to us

because we're so awesome.

226

00:16:00,817 --> 00:16:03,399

And that's what so many speakers put up front.

227

00:16:03,399 --> 00:16:07,701

And so to do all of that, I'll just go to the next next piece and then we can move on.

228

00:16:07,701 --> 00:16:14,766

And that is the speakers need to get into a mindset of service and most speakers get into

a mindset of self-service.

229

00:16:14,766 --> 00:16:16,007

eh Let me look good.

230

00:16:16,007 --> 00:16:17,198

Let me be really skilled.

231

00:16:17,198 --> 00:16:18,408

Let me tell me my story.

232

00:16:18,408 --> 00:16:27,074

Let me tell them my background Let me be really impressive and it's all being in some

position of self-service but what we want to do is get into a mindset of Service for the

233

00:16:27,074 --> 00:16:36,391

audience and make the audience the most important person in the room The reason I'm here

is because I want that audience to feel about my message the way I feel about my message

234

00:16:36,391 --> 00:16:44,246

It's that important I want to make sure that that audience feels understood by me and I

want to make sure that they feel served by me

235

00:16:44,292 --> 00:16:45,299

Mm-hmm.

236

00:16:45,730 --> 00:16:47,878

that's the skin of the onion.

237

00:16:47,878 --> 00:16:50,246

mean, that's just the tip of the iceberg for it.

238

00:16:50,540 --> 00:16:58,123

I'd like to address one thing that uh I've heard over and over again and I've experienced

myself.

239

00:16:58,343 --> 00:17:04,586

And I remember my very first public speaking tour, I was touring with the Rich Dad Poor

Dad seminars here in Canada.

240

00:17:04,586 --> 00:17:11,529

And I, you know, bought my own plane ticket, had my own hotel.

241

00:17:11,529 --> 00:17:13,730

You have your offer, you have your order forms.

242

00:17:13,730 --> 00:17:17,460

Of course, the mission was to...

243

00:17:17,460 --> 00:17:18,332

uh

244

00:17:18,370 --> 00:17:22,521

give the audience something that could change their lives for the better.

245

00:17:22,522 --> 00:17:28,904

And then, and I've seen this from so many other speakers in the green room, right?

246

00:17:29,004 --> 00:17:40,569

Sometimes we're different people on stage than we are in the green room because there's

the financial uh reality of yes, I'm here to transform this audience and I need to sell a

247

00:17:40,569 --> 00:17:47,341

certain number of packages to uh cover my costs of even being here.

248

00:17:47,341 --> 00:17:49,802

let alone run the business.

249

00:17:49,802 --> 00:17:54,363

So I don't wanna do, you know, take away from your message.

250

00:17:54,463 --> 00:17:55,783

What do you say to that?

251

00:17:55,783 --> 00:18:06,926

Because what I hear is that, it took me a long time to get there where I have faith that

if I focus on the transformation, the sales will come.

252

00:18:06,926 --> 00:18:11,467

I don't always know where they're gonna come from, but the focus is on transformation.

253

00:18:11,467 --> 00:18:17,148

But so many people, because of their financial pressures, are focused on how many,

254

00:18:17,208 --> 00:18:19,454

buying units are in the audience.

255

00:18:19,454 --> 00:18:22,221

How many people can I sell to today?

256

00:18:22,221 --> 00:18:25,080

And that's their measurement of transformation.

257

00:18:25,080 --> 00:18:27,201

Sure, yeah, and that's a legitimate concern.

258

00:18:27,201 --> 00:18:28,672

mean, that happens, we do that too.

259

00:18:28,672 --> 00:18:37,225

You know, I speak in front of audiences all the time where uh I have to determine what the

opportunity density is in the audience, which means how many economic buyers are

260

00:18:37,225 --> 00:18:38,316

potentially here.

261

00:18:38,316 --> 00:18:46,379

And you know, if part of my intention is to grow my business, then I have to add some

tactical elements to the talk.

262

00:18:46,379 --> 00:18:49,040

And so we have to do everything that I just said.

263

00:18:49,040 --> 00:18:50,341

So we'll break it up this way.

264

00:18:50,341 --> 00:18:53,006

Let's break the talk up into two packages.

265

00:18:53,006 --> 00:18:57,025

You have what I call the responsibility package and the opportunity package.

266

00:18:57,025 --> 00:18:59,666

So the responsibility package is what we talked about.

267

00:18:59,666 --> 00:19:01,286

This is the transformational content.

268

00:19:01,286 --> 00:19:07,806

And one of the worst things that we can do as speakers is teach people, give them a

potential solution to their problem.

269

00:19:07,806 --> 00:19:09,426

It's the worst thing we can do.

270

00:19:09,426 --> 00:19:11,046

That's not transformational.

271

00:19:11,046 --> 00:19:14,306

That because what'll happen is we try and give them a solution to their problem.

272

00:19:14,306 --> 00:19:16,866

They're gonna walk away thinking they have a solution to their problem.

273

00:19:16,866 --> 00:19:21,506

And they really don't because you know as well as I do that implementation is 99 % of the

game.

274

00:19:21,506 --> 00:19:28,390

So they can walk away with ideas and information and thoughts on how to solve their

problem, because we gave that to them and they'll fail miserably.

275

00:19:28,390 --> 00:19:38,265

But the responsibility package is to open their mind to possibilities of change, to open

their mind to be open to change, to open their mind to a point where they say, you know

276

00:19:38,265 --> 00:19:39,946

what, maybe I should do something different.

277

00:19:39,946 --> 00:19:41,597

Maybe I need to change something.

278

00:19:41,597 --> 00:19:47,160

So the responsibility package is about changing their perspective, not solving their

problem.

279

00:19:47,160 --> 00:19:50,156

That leaves the door open to the opportunity package.

280

00:19:50,156 --> 00:19:57,838

The opportunity package is the offstage offerings, the coaching programs, and the study

courses, and all the things that you and I sell in order to make a living.

281

00:19:57,838 --> 00:20:03,118

So then the question is, how do you bridge that gap between the responsibility package and

the opportunity package?

282

00:20:03,118 --> 00:20:10,518

And this is where, you know, a lot of the standard sales techniques that you know, I'm

sure, often come into play, you know, we're gonna make an offer and then we're gonna make

283

00:20:10,518 --> 00:20:14,898

it burn for a bit and then we're gonna add some value and we're gonna throw in a bonus and

we're gonna put in another layer.

284

00:20:14,898 --> 00:20:19,478

We're gonna jack up the value to $250,000 and sell it for 29 bucks, you know?

285

00:20:19,478 --> 00:20:24,468

And so those are the things that always repelled me right to my core.

286

00:20:24,468 --> 00:20:34,583

And so what I do now is, what I have found, is that there is a process between your

responsibility and the opportunity that you can follow that organically gets your audience

287

00:20:34,583 --> 00:20:36,904

to come up to you and say, you know, I think we should talk.

288

00:20:36,904 --> 00:20:39,325

Now what you're not going to get is a table rush.

289

00:20:39,325 --> 00:20:43,307

You're not going to get everybody run out of the seats and run to the back of the room

with their credit cards.

290

00:20:43,307 --> 00:20:49,166

And this is much more effective, this process, with the people that I am working with who

are selling.

291

00:20:49,166 --> 00:20:53,690

10, 15, 20, 50, $100,000 programs as opposed to a 1997 thing.

292

00:20:53,690 --> 00:20:55,451

So very high ticket items.

293

00:20:55,511 --> 00:21:03,919

And so what happens there is during that gap between the responsibility package and the

opportunity package, there are things that have to occur there.

294

00:21:03,919 --> 00:21:12,606

And we have to strategically put them within the presentation organically so that the

audience doesn't feel like they're being led down a path to be sold.

295

00:21:12,606 --> 00:21:17,742

And if we do that correctly, then the entire offer, the entire call to action,

296

00:21:17,742 --> 00:21:21,144

could be as simple as scan this QR code and book a call.

297

00:21:21,265 --> 00:21:22,546

And it's that simple.

298

00:21:22,546 --> 00:21:26,268

But you have to do the right things between the responsibility and the opportunity.

299

00:21:26,268 --> 00:21:33,053

And it's not really about what you do, it's about outcomes that you achieve.

300

00:21:33,053 --> 00:21:34,714

So I'll try and explain it this way.

301

00:21:34,714 --> 00:21:38,037

Most sales approaches are very process-based.

302

00:21:38,037 --> 00:21:41,439

First do this, then do that, then do this, then do that.

303

00:21:41,439 --> 00:21:45,858

But what I try and do is get away from process-based and get into what I call

outcome-based.

304

00:21:45,858 --> 00:21:53,743

which means there are certain number of outcomes that need to be achieved within the talk

in order to get the audience to the point where they say, I wanna talk to that one.

305

00:21:53,743 --> 00:21:55,294

And here are some of those outcomes.

306

00:21:55,294 --> 00:22:00,067

And the first one we've already mentioned is the audience needs to feel understood.

307

00:22:00,268 --> 00:22:01,409

they need, that's number one.

308

00:22:01,409 --> 00:22:04,371

Number two is they need to feel safe.

309

00:22:04,371 --> 00:22:05,551

They need to feel safe.

310

00:22:05,551 --> 00:22:07,573

Now, can you do the high pressure thing?

311

00:22:07,573 --> 00:22:12,036

know, cause I mean, Harvard is one of the ones that wrote that approach and he, look, he

made that millions of dollars doing it.

312

00:22:12,036 --> 00:22:15,308

Tony Robbins does, I mean, you know, a lot of the...

313

00:22:15,308 --> 00:22:16,519

the big stars do that.

314

00:22:16,519 --> 00:22:18,801

So it's not that it doesn't work, it totally works.

315

00:22:18,801 --> 00:22:24,065

But the reality is that there are very few of us who actually can do that effectively and

enjoy doing that.

316

00:22:24,065 --> 00:22:26,947

And so what we want to do is get the audience to feel understood.

317

00:22:26,947 --> 00:22:31,651

We want them to get to feel safe that your purpose is not simply to separate them from

their money.

318

00:22:31,651 --> 00:22:35,354

And that comes by delivering the responsibility package properly.

319

00:22:35,354 --> 00:22:39,678

You deliver the responsibility package well, the audience gets a feeling about you.

320

00:22:39,678 --> 00:22:45,192

This person really understands me and I can go and talk to them without them asking me for

my credit card.

321

00:22:45,216 --> 00:22:51,272

And then the third thing that needs to happen is the audience needs to feel actually

confident that you can do what you say you can do.

322

00:22:51,272 --> 00:22:54,134

But that confidence doesn't come from you telling them.

323

00:22:54,134 --> 00:22:59,779

And this is where most speakers really, I believe, miss the mark with their stories and

their case studies and their testimonials.

324

00:22:59,779 --> 00:23:04,944

Yes, you need to use those things, but their confidence in you doesn't come from what you

show them.

325

00:23:04,944 --> 00:23:11,369

The confidence in you comes from what you demonstrate in front of them.

326

00:23:11,808 --> 00:23:20,642

change do they see right there on the spot that makes them go, I'd like him to do that for

me, or I'd like her to do that for me.

327

00:23:20,642 --> 00:23:22,483

That's where real confidence comes.

328

00:23:22,483 --> 00:23:25,784

Cause anybody can stand up in the stage and talk about how great they are.

329

00:23:25,784 --> 00:23:29,866

Every single speaker in the world is going to have at least one or two great testimonials.

330

00:23:29,866 --> 00:23:32,878

Every speaker coach in the world has two or three testimonials.

331

00:23:32,878 --> 00:23:35,489

You know, I taught this person, they get on the stage, they made a hundred grand.

332

00:23:35,489 --> 00:23:37,710

I mean, we all have those.

333

00:23:37,710 --> 00:23:38,466

And so

334

00:23:38,466 --> 00:23:40,257

They're just, that's not what builds confidence.

335

00:23:40,257 --> 00:23:44,409

What builds confidence is when the audience looks at you and says, wow, I want that.

336

00:23:44,409 --> 00:23:46,249

I want you to do that for me.

337

00:23:46,249 --> 00:23:49,531

Not what you said you can do, but what you just did.

338

00:23:49,571 --> 00:23:54,133

And so if we can build that in there, now we've got the audience feeling understood.

339

00:23:54,133 --> 00:23:56,734

We got them feeling safe and we have them feeling confident.

340

00:23:56,734 --> 00:23:59,515

So then there are two results that occur from that.

341

00:23:59,515 --> 00:24:02,897

One is that it makes sense to talk to you.

342

00:24:02,897 --> 00:24:06,090

And two is that it feels right to talk to you.

343

00:24:06,090 --> 00:24:11,945

And what most speakers do is they try and make it make sense more than feel right.

344

00:24:11,945 --> 00:24:14,137

And it's the exact opposite needs to occur.

345

00:24:14,137 --> 00:24:23,926

Like how many times, Chuck, have you made a large purchase decision because it just felt

right, even if it didn't make much sense, right?

346

00:24:23,926 --> 00:24:30,111

Like you buy a new car and you get the elevated package for an extra 10 grand, because

man, it just felt right driving that car.

347

00:24:30,111 --> 00:24:33,964

It doesn't make much sense because you're gonna get the same drive out of the one below.

348

00:24:33,964 --> 00:24:39,819

So most people are gonna make major decisions based on the feel right and then validate it

if it makes sense.

349

00:24:39,819 --> 00:24:45,463

But what most speakers try to do is they try and make it make sense and then hopefully it

feels right.

350

00:24:45,463 --> 00:24:53,790

So when it makes sense and doesn't necessarily feel right, this is where you're going to

get impulse buying, you're gonna get a massive amount of returns, people are not gonna

351

00:24:53,790 --> 00:25:00,736

implement, and yes, you're gonna make a whole bunch of money, but then what you're doing

is positioning yourself as somebody who's designed to separate the audience from their

352

00:25:00,736 --> 00:25:01,556

money.

353

00:25:01,556 --> 00:25:03,818

But if you have it make oh

354

00:25:03,818 --> 00:25:12,251

feel right and then make sense, you're not going to sell as much but you're going to get

better quality clients, the ones that are going to implement, the ones that you're

355

00:25:12,251 --> 00:25:14,162

actually going to be able to change their lives.

356

00:25:14,162 --> 00:25:16,183

So now you have both bases covered.

357

00:25:16,183 --> 00:25:26,566

You get to transform lives and you get to build your business because generally it's

difficult to do difficult to do both if your purpose is to separate them from their money.

358

00:25:27,588 --> 00:25:30,488

Yeah, and that's been a big shift.

359

00:25:30,488 --> 00:25:32,308

I relate to everything that you're saying here.

360

00:25:32,308 --> 00:25:38,008

I wish I had realized it 25 years ago when I first started.

361

00:25:38,008 --> 00:25:41,688

There's night and day difference between my presentations now, my presentations then.

362

00:25:41,688 --> 00:25:46,148

In fact, I don't even have testimonials and case studies in my presentations anymore.

363

00:25:46,148 --> 00:25:47,848

I found that I don't need them.

364

00:25:48,208 --> 00:25:56,168

It's funny that you're saying what you're saying, because I was telling my coaching group

the other day, it's like your webinar is not about

365

00:25:56,197 --> 00:25:59,997

your teaching points, it's about how you make them feel at the end.

366

00:25:59,997 --> 00:26:05,277

Do they feel there is a next step forward for them and how do they feel about you?

367

00:26:05,277 --> 00:26:05,757

Right?

368

00:26:05,757 --> 00:26:14,837

Because they're going to forget 90 % of what you taught them in terms of the teaching

points within 24 hours, maybe even less.

369

00:26:14,837 --> 00:26:26,242

And I realized that for almost 25 years, I was selling with logic and fear of loss versus

what you're saying.

370

00:26:26,242 --> 00:26:27,819

How do you make them feel?

371

00:26:27,819 --> 00:26:30,760

Yeah, and now, you know, you probably made a lot of money.

372

00:26:30,760 --> 00:26:39,894

mean, Harv made tons of money doing that, and uh Brendan Burchard makes millions of

dollars doing that, and all the names make millions of dollars doing that, and a lot of

373

00:26:39,894 --> 00:26:50,988

those folks, and I'm not condemning them, I mean, they mastered that, you know, and it

totally works, and if your objective is to emash an enormous amount of wealth, then do

374

00:26:50,988 --> 00:26:53,550

that, you know, but for me, two things occurred.

375

00:26:53,550 --> 00:26:55,020

Number one is I just,

376

00:26:55,040 --> 00:26:59,471

I just, couldn't execute that as well because I just didn't believe in it.

377

00:26:59,471 --> 00:27:01,371

I didn't like it executed.

378

00:27:01,371 --> 00:27:02,012

I just didn't.

379

00:27:02,012 --> 00:27:08,694

I don't like it when I'm in the audience having it executed on me and I don't like

executing it on people because that's what it feels like.

380

00:27:08,694 --> 00:27:10,375

I'm doing something to them, right?

381

00:27:10,375 --> 00:27:12,635

I'm using this tactic on you.

382

00:27:12,635 --> 00:27:14,896

And I just, it just never sat well with me.

383

00:27:14,896 --> 00:27:21,494

So the way I like to be sold and the way I like to sell now is I like to make it feel

right.

384

00:27:21,494 --> 00:27:22,395

and have it make sense.

385

00:27:22,395 --> 00:27:27,838

And if I can't get it to feel right for you, and if it doesn't make sense for you, then

that's fine.

386

00:27:27,838 --> 00:27:29,329

That's okay.

387

00:27:29,329 --> 00:27:29,710

That's perfect.

388

00:27:29,710 --> 00:27:37,205

Because the only people that I want to serve are the ones who are actually going to

implement and get benefit from what I have to sell.

389

00:27:37,205 --> 00:27:42,318

And so, okay, I won't make $10 million on a presentation, but that's okay.

390

00:27:42,318 --> 00:27:44,570

I still live in a really nice house and drive a really nice car.

391

00:27:44,570 --> 00:27:45,570

I'm doing just fine.

392

00:27:45,570 --> 00:27:47,091

Thank you very much.

393

00:27:47,432 --> 00:27:49,313

So it depends on what you want.

394

00:27:49,313 --> 00:27:50,830

And none of it is wrong.

395

00:27:50,830 --> 00:27:52,790

It's just depending on what your desired outcome is.

396

00:27:52,790 --> 00:27:57,590

That's why I, you know, before the show, we were talking about attention, intention and

outcome.

397

00:27:57,590 --> 00:28:03,110

And you know, we haven't talked about attention yet, but you know, the intention is so

important as a speaker.

398

00:28:03,110 --> 00:28:04,950

What is your intention here?

399

00:28:04,950 --> 00:28:08,670

And how are you going to leverage that intention to reach your desired outcome?

400

00:28:08,670 --> 00:28:11,390

Which means you need to know what is your desired outcome?

401

00:28:11,390 --> 00:28:13,190

Is it to sell everybody in the audience?

402

00:28:13,190 --> 00:28:18,026

If that's your desired outcome, then your presentation is going to be informed by your

intention.

403

00:28:18,026 --> 00:28:24,695

If your objective is to serve those legitimately who need to be served by you, that's a

completely different outcome.

404

00:28:24,695 --> 00:28:27,418

And that's going to inform the intention of your presentation.

405

00:28:27,418 --> 00:28:29,401

So it all starts with those three things.

406

00:28:29,401 --> 00:28:30,722

What is my desired outcome?

407

00:28:30,722 --> 00:28:32,645

What is my intention during this presentation?

408

00:28:32,645 --> 00:28:37,130

And how am I going to use those things to capture and gain attention from the audience?

409

00:28:38,201 --> 00:28:41,844

And I'm going to add that I just love how it feels.

410

00:28:41,844 --> 00:28:47,118

Like you mentioned earlier, there was something that's just not right about that, about

that.

411

00:28:47,118 --> 00:28:56,326

And it's right for some, but I also did not feel like I could, you know, I wanted to do

this long-term.

412

00:28:56,326 --> 00:29:00,159

I'm like, yeah, this is where I'm starting, but there's got to be a better way.

413

00:29:00,159 --> 00:29:06,344

And so I love how it feels to do it the way you're describing here, right?

414

00:29:06,532 --> 00:29:18,632

And before we run out of time, I want to make sure that we give people an idea of how they

can connect with you and how they can work with you and maybe some of the outcomes.

415

00:29:18,632 --> 00:29:30,572

I think we've heard a lot of them already, but summarize, what could they expect in terms

of that transformation with working with you that's going to help them make a bigger

416

00:29:30,572 --> 00:29:32,672

transformation with their audience?

417

00:29:32,802 --> 00:29:37,224

Yeah, sure, well the easiest way to connect with me is at SteveLowell.com, everything is

there, right?

418

00:29:37,224 --> 00:29:38,745

So that's the easiest way.

419

00:29:38,745 --> 00:29:49,186

But in terms of outcomes and transformation, what they're gonna experience um is I'm gonna

take them deeper in thought than anybody has ever taken them.

420

00:29:49,186 --> 00:29:53,633

I'm gonna spend a lot of time with them and ask a million questions.

421

00:29:53,633 --> 00:29:55,414

And my job,

422

00:29:55,414 --> 00:30:00,176

is not to make them feel confident, although that'll happen, and not to make them feel

comfortable in front of an audience.

423

00:30:00,176 --> 00:30:07,488

And if that's what somebody's after, Steve, I wanna feel confident in front of an

audience, I wanna feel comfortable in front of an audience, I just wanna be able to be a

424

00:30:07,488 --> 00:30:09,179

better speaker, then I'm not their guy.

425

00:30:09,179 --> 00:30:12,320

That's not for me, that's for somebody else to do that.

426

00:30:12,320 --> 00:30:20,258

The people that are going to come to me are the ones that are saying, I just need to

profoundly change the way I'm presenting myself to this world.

427

00:30:20,258 --> 00:30:27,344

because I'm not getting my message, my moment, my mission, or my offer out to the audience

in a way that's affecting change.

428

00:30:27,344 --> 00:30:34,830

So I'm gonna take them deeper, deeper, deeper, and what they're going to come out with, 99

times out of 100, is something that doesn't even remotely look like what they're doing

429

00:30:34,830 --> 00:30:35,210

now.

430

00:30:35,210 --> 00:30:37,112

Completely, completely different.

431

00:30:37,112 --> 00:30:44,818

Because I don't use, I don't apply your typical sort of public speaking principles.

432

00:30:44,818 --> 00:30:48,321

I teach people not to use PowerPoint, ever.

433

00:30:48,321 --> 00:30:50,196

Now, doesn't mean I

434

00:30:50,196 --> 00:30:51,727

I say don't ever use PowerPoint.

435

00:30:51,727 --> 00:30:53,868

What I mean is you should never need it.

436

00:30:53,868 --> 00:31:02,253

And so none of my speakers in any of my events ever use PowerPoint, only because I always

believe a speaker needs to be able to hold their own without visual aids.

437

00:31:02,253 --> 00:31:05,655

And then the visual aids add to the presentation.

438

00:31:05,655 --> 00:31:08,467

and I'm going to take them so much deeper into their content.

439

00:31:08,467 --> 00:31:12,198

And here's the, big one that we work on.

440

00:31:12,299 --> 00:31:16,221

You know, every speaker coach in the world talks about stories, how to use stories.

441

00:31:16,221 --> 00:31:16,931

And they're not wrong.

442

00:31:16,931 --> 00:31:18,274

You need to use stories.

443

00:31:18,274 --> 00:31:23,036

But so many speakers and speaker coaches don't know how to use stories tactically.

444

00:31:23,036 --> 00:31:30,599

And so I'm going to teach you how to take whatever story it is that you have and turn it

into the audience's story.

445

00:31:30,599 --> 00:31:34,401

As we want the audience to think, wow, she's telling my story.

446

00:31:34,401 --> 00:31:35,701

She really gets me.

447

00:31:35,701 --> 00:31:37,322

Or he's telling my story.

448

00:31:37,322 --> 00:31:38,522

He really gets me.

449

00:31:38,522 --> 00:31:43,324

And what most speakers do is they just let me tell you what happened to me or let me tell

you what happened to my client.

450

00:31:43,324 --> 00:31:47,488

But I'm going to show them how to take those stories and turn it into the audience's

stories.

451

00:31:47,488 --> 00:31:49,778

And so I'm going to take them deeper into thought.

452

00:31:49,778 --> 00:31:51,349

I'm going to challenge their current thinking.

453

00:31:51,349 --> 00:31:52,509

I'm going to rattle their beliefs.

454

00:31:52,509 --> 00:31:53,700

I'm going to shake up their paradigms.

455

00:31:53,700 --> 00:31:59,946

I'm going to reset their expectations so that what comes out at the other end is something

profoundly different than they thought.

456

00:32:00,186 --> 00:32:04,089

that's usually where the transfer, that's the transformation that I provide.

457

00:32:04,089 --> 00:32:12,134

And then they can take that new package that is now them and present it to the world in a

way that affects the change that they want it.

458

00:32:13,444 --> 00:32:15,406

Wow, amazing.

459

00:32:15,406 --> 00:32:22,975

know, it's again, I wish that you and I were having that conversation, you know, 25 years

ago.

460

00:32:22,975 --> 00:32:33,246

It was funny because we were just unpacking one of our workshops and go, why does this one

work so much better than all of the other ones we've ever done?

461

00:32:33,448 --> 00:32:33,988

And.

462

00:32:33,988 --> 00:32:38,988

We removed all the testimonials, we removed all of those case studies, we removed all of

that.

463

00:32:38,988 --> 00:32:47,548

And one of the things was my story, and it was just out of, I'm just not going to do it

that way anymore.

464

00:32:47,548 --> 00:32:55,548

I wrote this story not realizing that I had written it in a way that mirrored their story.

465

00:32:55,548 --> 00:32:57,288

We get it now.

466

00:32:57,728 --> 00:33:00,308

And it's like, well, that's interesting.

467

00:33:00,308 --> 00:33:02,404

And so I always tell people, it's like,

468

00:33:02,404 --> 00:33:07,144

How do you tell your story while simultaneously telling theirs?

469

00:33:07,424 --> 00:33:16,944

And I didn't realize that that was the reason why the workshop, I get it now, but the

reason why that workshop works so much better.

470

00:33:16,944 --> 00:33:25,004

It's not the bonuses, it's not the offer stack, it's not the, you know, this is a

gazillion dollars worth of value, but I'm gonna sell it to you for 9.95 today.

471

00:33:25,004 --> 00:33:27,404

And you know, it's not that, right?

472

00:33:27,404 --> 00:33:30,318

You could probably get rid of a lot of that.

473

00:33:30,318 --> 00:33:32,658

Yeah, I never use that anymore.

474

00:33:32,858 --> 00:33:36,058

Yeah, I shouldn't say I never use that.

475

00:33:36,058 --> 00:33:37,938

I use that approach still on occasions.

476

00:33:37,938 --> 00:33:46,518

If I'm doing a short webinar and I want to move the audience into a next step, like a half

day workshop or something, then I will use those.

477

00:33:46,518 --> 00:33:48,198

But it's not a high pressure thing.

478

00:33:48,198 --> 00:33:50,338

But you only have a certain amount of time.

479

00:33:50,338 --> 00:34:00,248

But if I'm on a platform, on a stage, a live stage, let's say, something where there's a

virtual thing where there's a high opportunity density audience,

480

00:34:00,248 --> 00:34:06,222

then I rarely ever use those kinds of approaches because what I wanna do is I wanna get on

a call with them.

481

00:34:06,222 --> 00:34:07,292

That's my outcome.

482

00:34:07,292 --> 00:34:08,663

I just wanna get on a call.

483

00:34:08,663 --> 00:34:13,726

And the reason I wanna get on the call is because I wanna ask them a ton of questions.

484

00:34:13,726 --> 00:34:19,429

And when I ask a ton of questions, that really informs whether or not I can actually help

this person.

485

00:34:19,429 --> 00:34:23,251

And if I can, then we chase that down.

486

00:34:23,251 --> 00:34:28,072

So I'm less interested now in bulk sales.

487

00:34:28,072 --> 00:34:30,704

and buy now today only special price.

488

00:34:30,704 --> 00:34:40,811

I'm less interested in that now than I am in getting on the line with somebody who

actually has a project, actually has something to say, actually has something to sell, and

489

00:34:40,811 --> 00:34:46,674

actually wants their life rocked a little bit and is willing to put in money and time and

effort to make it happen.

490

00:34:47,128 --> 00:34:53,975

And that in what I'm hearing is deep transformational work.

491

00:34:53,975 --> 00:34:56,417

It's not about selling to the masses.

492

00:34:57,278 --> 00:34:58,640

wow, okay.

493

00:34:58,640 --> 00:35:00,441

Tell everybody about the book.

494

00:35:00,602 --> 00:35:03,614

Tell everybody about the book there and I'll put a link to it.

495

00:35:03,650 --> 00:35:14,435

that book is called Deep Thought Strategy and it's a process that I developed many years

ago that basically explains how I take people through that gap between the responsibility

496

00:35:14,435 --> 00:35:16,095

package and the opportunity package.

497

00:35:16,095 --> 00:35:17,796

What happens in there?

498

00:35:17,796 --> 00:35:20,107

How do you challenge the audience's thinking?

499

00:35:20,107 --> 00:35:22,370

How do you get them to a point where they say,

500

00:35:22,370 --> 00:35:24,831

You know, I've never thought of it like that before.

501

00:35:24,831 --> 00:35:27,432

I'm in the wrong place or I'm doing the wrong thing.

502

00:35:27,432 --> 00:35:31,334

I need to talk to that speaker because I can't do this anymore.

503

00:35:31,334 --> 00:35:32,494

I'm doing it all wrong.

504

00:35:32,494 --> 00:35:33,895

How do you get them there?

505

00:35:33,895 --> 00:35:37,376

so deep thought strategy is exactly what it says.

506

00:35:37,376 --> 00:35:46,790

Going through a series of deep thought moments with very specific targeted questions and

drilling down to a place you've never been before in your business and in your mind and in

507

00:35:46,790 --> 00:35:51,032

your beliefs and extracting the little nuggets that when you put them together,

508

00:35:51,032 --> 00:35:56,636

presents a package to the audience that the audience says, I've never considered that

before.

509

00:35:57,869 --> 00:35:58,850

Amazing.

510

00:35:58,850 --> 00:36:04,261

Well, listen, if this all sounds good to you, all of Steve's links are right beneath this

video.

511

00:36:04,261 --> 00:36:09,036

And if you're listening to this on podcast, I've got them there in the show notes as well.

512

00:36:09,036 --> 00:36:14,440

And if this all sounds like, know, yeah, this is me.

513

00:36:14,440 --> 00:36:16,181

I've been doing these presentations.

514

00:36:16,181 --> 00:36:18,362

I'm trying to make the bigger impact.

515

00:36:18,362 --> 00:36:21,584

There's a part of this that has never felt right.

516

00:36:21,625 --> 00:36:27,342

And maybe you really resonate with what you've heard us talk about here today.

517

00:36:27,342 --> 00:36:31,034

then the natural next step is to connect with Steve.

518

00:36:31,034 --> 00:36:34,496

And like I said, I've got all his links there right beneath this video.

519

00:36:34,496 --> 00:36:36,027

And Steve, I just have to thank you.

520

00:36:36,027 --> 00:36:37,038

Amazing.

521

00:36:37,038 --> 00:36:38,589

I think we could spend all day.

522

00:36:38,589 --> 00:36:48,625

I have a zillion questions that I think we could do a one-day workshop right now,

impromptu, and it would serve the heck out of people.

523

00:36:48,625 --> 00:36:50,956

would just, right, let's do it.

524

00:36:50,956 --> 00:36:52,987

Well, and we have events coming up.

525

00:36:52,987 --> 00:36:54,978

I definitely wanna have you back.

526

00:36:55,121 --> 00:36:57,103

to do some deeper work with people.

527

00:36:57,103 --> 00:36:58,986

So that is going to be amazing.

528

00:36:58,986 --> 00:37:02,612

uh And so I wanna first of all say thank you.

529

00:37:02,612 --> 00:37:09,020

And if there is any final piece of advice, words of wisdom, you wanna leave our audience

here with.

530

00:37:09,432 --> 00:37:11,704

You know, I think I'm just gonna go back right to the very beginning.

531

00:37:11,704 --> 00:37:14,827

I think if you get one thing out of this session, get this.

532

00:37:14,827 --> 00:37:17,348

Speaking is not about a transference of information.

533

00:37:17,348 --> 00:37:19,400

It's about a transference of emotion.

534

00:37:20,324 --> 00:37:23,345

Beautiful words to end this episode by Steve, thank you.

535

00:37:23,345 --> 00:37:25,906

And to our audience, thank you as well.

536

00:37:25,906 --> 00:37:31,268

And I want this time to mean something for you, this time well spent.

537

00:37:31,268 --> 00:37:35,590

There's a reason why you're still listening to our voices right now.

538

00:37:35,590 --> 00:37:41,052

And I want you to take something that you learned here today and I want you to take one

step towards it.

539

00:37:41,052 --> 00:37:43,033

And maybe we reminded you of something.

540

00:37:43,033 --> 00:37:48,796

Maybe there's something that you've been putting off that you thought about during this

episode.

541

00:37:48,796 --> 00:37:50,236

And also,

542

00:37:50,341 --> 00:37:53,582

Go to Steve's website, reach out to Steve, connect with Steve.

543

00:37:53,582 --> 00:38:04,727

Take steps towards the transformation that you need to make in your business so that you

can make the bigger positive impact in the lives of others.

544

00:38:04,727 --> 00:38:06,807

And that's why you're here.

545

00:38:06,807 --> 00:38:15,091

And remember, you might just be one collaboration away from the big breakthrough that you

need to experience so that you can make that bigger impact.

546

00:38:15,091 --> 00:38:19,052

And maybe Steve is that person to collaborate with.

547

00:38:19,052 --> 00:38:21,717

Remember, there's no obstacle too big to be overcome.

548

00:38:21,717 --> 00:38:23,479

Your mission is worth it.

549

00:38:23,479 --> 00:38:24,441

You are worth it.

550

00:38:24,441 --> 00:38:29,470

And we need your gifts more now, more than ever.

551

00:38:29,470 --> 00:38:32,915

Keep moving forward, everybody, and we'll see you on the next one.

552

00:38:32,915 --> 00:38:33,876

Thank you.