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Creating A $1,000,000 Speaking Empire – Dustin Mathews

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Marketers can take the unique opportunity to reach new audiences and buyers from stage presentations. Selling on stage is an art that can be easily mastered through tried and true techniques.

Today’s interview is with renowned marketer and spokesperson, Dustin Mathews. He is a co-founder of The Speaking Empire and will be exposing what people are doing wrong when marketing before a live audience.

Every opportunity to sell should be seized whenever possible. I learned tons of information such as the difference between selling and teaching on stage. When you are only teaching you aren’t making any money.

There is a simple way to rectify that though. I’ve found that applying methods such as beginning your pitch with the best offer and getting straight to the point will allow you the ability to hook the audience and convert them into buyers.

Daegan: I want to welcome everyone this is Daegan Smith, The King of Never Calling a Single Lead. That’s what a lot of people know me as. I’m a lot more, I’m a lot deeper, I have a lot more angles to myself, but, you know, people want to pigeonhole you.

All kidding aside, I’m really excited today because I have someone here with me that I basically guilted into getting on the line with me, who I probably couldn’t have gotten any other way. I actually just sent this guy a big, old, fat check for $10,000 for a day of his time.

The reason I sent him that check is because he is an absolute expert in something that I am not an expert at, and that is selling from the stage, putting on events, and just really selling in a live, person-to-person scenario and I want to get some of his mojo. I want to spend some time with him. In guilting him into this deal, you’re going to get a little of that mojo, too.

Let’s say you’re in a home business opportunity – pick up some tips on recruiting more people, you’re going to absolutely get that, either doing it in a live scenario or in a webinar or something like that. If you have a product or service that you’re selling and you think you could be better served by either selling from the stage or with a webinar, you’re going to want to take some amazing notes.

I have Mr. Dustin Mathews here with me today, one of the Co-Founders of The Speaking Empire business. You can find him at I’ll tell you how I met him and then I’ll let him tell you how really awesome he is.

I met Dustin at the first meeting of a private secret mastermind group that we have. We started last year in that group together and this guy just kind of introduced himself, and he said hey, we help other marketers sell exceptionally well from the stage. That’s what we do; that’s what our business is. Then he proceeded to share some of the things that they do that none of us know how to do.

I was taking notes so quickly that I was surprised that my paper didn’t catch on fire. I was absolutely enthralled with all this stuff. That’s how you know when you’re a marketer, when someone shares really cool stuff and your heart starts thumping, you’re like oh man, this is one of those times in life where I’m getting stuff that I could get nowhere else. So that’s how we met.

The long and short of it, is Dustin and his partners have done more selling from the stage than pretty much anyone, so they have more wisdom, more experience, and he’s just a badass, in my opinion. Dustin, thanks so much I’m happy I guilted you into this. Who knows where we’ll end up, but could you start by just sharing a little bit of who you are and how you got to be such a badass?

Dustin: Absolutely. Daegan, thanks for having me on the call. I have to give people a warning. I talk fast, I’ve got lots of energy, so I’m just going to apologize now and you might want to turn down your phone. I’ve just got a lot of excitement and the reason is because I’m doing what I love.

You’ll find out here in a moment that my story, I come from a different genre, so at my heart I am a true marketer. My partner, Dave, is a speaker and we’ve formed the 7 Figure Speaking Empire.

But I’m super passionate because people that get access to this call, no matter what walk of life you’re from. If you’re doing the home business opportunity, if you’re an Internet marketer and you come across this – what I’m going to share with you applies to everything. I’m super pumped about that because I kind of come from the real estate background.

What I mean by that is the real estate information marketing background. I was kind of a behind-the-scenes guy, and it all got started for me with a book called Rich Dad, Poor Dad. I was so excited; I thought I was going to do real estate, but I ended up going to work for free at a company that basically was an information marketing company, they would sell data, foreclosure information online.

What ended up happening is, I started to go there working for free and people started asking us, hey this data that you’re selling this is good, but how do I use it? How do invest in this real estate? What do I do with it? So we started bringing in all these gurus from all across the country, trainers, some of the world’s best sales presenters and then some of the world’s best teachers.

There’s a key distinction because there’s a difference and I want folks to know that. There’s an art to selling and an art to teaching. Often, what I find is a lot of people that get started and want to convert people into customers, they lead with teaching people, and it’s because we want to impress folks, right? What ends up happening is you teach and then you get the dreaded thing, which is a standing ovation, which feels good for the ego, but at the end of the day if you’re looking to convert into customers, not so good.

I’m excited to be on this call with you today to share what I love doing. So, Daegan, did I do you enough justice there?

Daegan: Yeah man. Here’s what I want to ask you first. First off again, thank you so much. I’m glad I guilted you into this. This is going to be fun.

Where I want to start for people and for me personally, because I’m curious, as you are out there marketing, putting on these events what are some of the things that people don’t know that they should know if they want to use selling from the stage as a platform for building a bigger, better, stronger business, from what you’ve seen?

Dustin: Absolutely. One thing I do want to clear up, is there’s probably a lot of people thinking, Daegan, this call with Dustin sounds good, but I don’t really sell from the stage; I’m more of an Internet guy. I want to stay at home; I don’t want to be in front of folks.

I’m glad these people are kind of thinking that on the call and the reason why is, no matter if you’re selling from stage live or you’re doing home parties or seeing people belly to belly, face to face or you’re the other type and you want to do webinars which, from what I understand Daegan, primarily you’re most excited to work with us because you’re going to be doing webinars, is that correct?

Daegan: Well actually, part of my fiendish plan is to learn to put on my own events.

Dustin: Wow.

Daegan: I think I’ve kind of not done justice in terms of how I can help people by shying away from it, in a sense, because I haven’t gotten the right training yet. I want to use you guys to sell like a madman from webinars, but I want to get up onstage and do it for real.

Dustin: All right, sweet. You’re going to enjoy the Power Day, which is what most people know us for. Basically, if you’re on this call today, if you’re listening in to this, whether you’re selling from stage or on a webinar, it’s universal. The question you asked me, Daegan, was what do I see people doing, doing things wrong or they just don’t what they’re doing?

What I see out there, well, first things first and I kind of already hit on it. A lot of times the story is – let’s take you, for example, Daegan, you’re out there training people how to become successful and you probably have a couple really awesome, killer success stories. People tell you, Daegan, I’ve used your system, it’s great.

Then they tell you this one key thing well, I’m actually doing this. I’m getting Facebook, or I’m doing Twitter, I’m doing the Secret Strategy. And then you, Daegan, as the promoter, you’re probably like why don’t you get on a webinar or come to my live event and share?

What ends up happening is a guru gives you the opportunity. Your promoter gives you the opportunity like Daegan gives you the opportunity to share that and then you go and teach and then you might do an offer at the end. The challenge is, you’ve got really cool specialized knowledge, which is good, but when you teach somebody, you don’t sell them, generally.

That’s kind of the story, so a lot of people go out there with, I’m going to teach and show them how awesome I am and it works for showing them how awesome you are, but it doesn’t work for selling.

Daegan, I have to share this with you. If you spoken or know speakers you’ve probably have heard this story. You get the opportunity to speak. You show up at the hotel, you book your flight, you show up at the hotel, and it’s 2:00 in the morning; maybe it’s 3:00, all right? You’re in your hotel room, and you just hear the keyboard, tch, tch, tch and it’s a late-night presenter, speaker, putting together their presentation.

So the biggest challenge I see people doing is, if you get an opportunity to speak, whether it’s a webinar or a stage, man that’s an opportunity to be in front of customers. A lot of people don’t put a lot of time into it they’re doing it last minute, so what ends up happening is, they’re probably just teaching and not working on something they should be, which is an offer.

Daegan: Yeah and here’s a cool thing, also. You don’t know about me coming down there the next week, literally one week after I come down and hang out with you; I’m going to be speaking onstage. I’m going to put my newfound skills to the test.

Dustin: Daegan, I might have to use this interview as a sales piece because so many folks don’t get that. You’re smart; you’re savvy. Most people are like I’m going to go speak. Then they speak and get bad results and then they come see us. I’m not recommending that. You’re actually pretty smart you’re coming to see us before you go speak because you know that you’re going to be in front of a room of potential buyers. Why not maximize that and make a lot more money that way?

Daegan: Absolutely. Plus, it gives me an arena to test, practice on and recoup cash really quickly, right?

Dustin: Yeah, absolutely. You know what, Daegan, I want to share one other thing with you, and it gets back to your first question. It’s like I’m itching to share this one with you because I see so many people do it wrong. I just want to tell people that when you write a presentation, the biggest mistake I see most people make is, they start with the first slide.

Now, you might be thinking, well yeah I have to start with the title, tell them my story and move into my presentation. No, I don’t want you to do it that way. I want you to do it like a highly trained copywriter. If you know anything about the world’s greatest copywriters, oftentimes they will start with the end in mind.

If you’re writing a sales letter, what do you want people to do? What’s your end in mind? You want to get them to buy. So you’ve have to create an irresistible offer. You’ll often find most copywriters – at least the really good ones – who say they write the order form first. They start there and then work backwards. When you write a presentation and let’s be frank, this presentation is going to convert. If you’re writing a presentation, you should write it with the end in mind of it converting.

So you want to start with the most irresistible, most sexy offer that you can. Start there first. Work on that, because the reality is, you can be the worst speaker or presenter, in the world, but if you’ve got an irresistible offer and you’re in front of the right marketplace, they’re going to buy no matter what. It’s just you’ve got to put together that offer.

I really want people to focus. If they’re going to work on a presentation, focus on the close. Focus on creating such an irresistible offer that it doesn’t matter what else you do, they’re going to buy because of your offer.

Daegan: It’s so awesome that you bring that up because last night, I was hanging out with the leader of that mastermind group where we met, a guy by the name of Yanik. There we were, sitting and just talking about creating really awesome offers, like oh, what if we threw this in? It’s funny when you hang out with marketers, they get excited about creating an offer you know what I mean?

Dustin: It’s so true. I get excited just thinking about it. That’s the most exciting part of the presentation to me. I enjoy a really good story too, understanding the story of the presenter, but man, you put together an irresistible offer and it’s like, when I’m reading some people’s offers I’m just like, I’ll buy. It’s like, there you go that’s all you have to do is just get up and give an offer.

Daegan: Awesome. Write that down and take that to heart. Like Dustin said, let’s put it into copywriting context. You can be a horrible copywriter, but you if have a great offer you’re still going to sell. Everything else can suck, but the offer’s great you’re good, so write that down. Thank you.

Let’s move on. One of my favorite things, Dustin, and I’ve been reading a ton on this as it relates to selling, is telling stories.

How do we use story to kind of build some trust, entertain people, get people compliant, listening in and build that momentum to the part where we get to give that offer?

What are some tips you could give people there?

Dustin: Absolutely. Again, we want to start backwards. Our goal, our intent is to sell, right? So we want to start with that and then we want to think of, what is every possible objection that one would have for your product? At the end of the day, they really kind of boil down to:

  • “I don’t have enough time”;
  • “I don’t have enough money”;
  • “I don’t trust you”;
  • “I don’t know you” could be one of them”

So what we want to do is we want to engineer stories that overcome that. We don’t want to just tell any story, because if you have the opportunity, why not tell the story that overcomes the objection? Oftentimes, with “I don’t have time,” or “I don’t have money,” I’ll tell a story about when I was first getting started.

I was working a job. I was working for corporate America or I was doing this and I started staying up. I found ways at nighttime, I found a way to do this, or here’s where I shorted my time and I was able to overcome that. So you want to think of the objections of your prospect, of the mind of your consumer and tell a story around that.

The other thing I want to say to that is, you want to if you can, model Hollywood, because they’ve perfected the art of storytelling. There really are formulas for storytelling. The classic one is the unsung hero or the comeback kid, meaning the odds were stacked against him/her and then him/her came back, overcame the odds and now is a success.

I know, some people are probably thinking right now Daegan, it seems like every speaker’s got the same story they were broke, living under a bridge and had no money, you know? The reason why is because it works. You hear that and as cheesy as it sounds, it absolutely works.

I tell people, Daegan, I don’t write the rules I just know what the rules are and I follow them. I tell my story of how I got started in this business not knowing what to do. I didn’t have any money. I volunteered. I did whatever it took and I was able to get into this business just through sheer determination. That would be my advice around storytelling.

There are actually many more formulas to it, but those are my favorites. I think people grasp that very easily because they’ve seen movies where the downtrodden have come and persevered, like ‘Rudy’, the comeback. Many people can identify with that, but there’s actually other ways of telling your story as well.

Daegan: Yeah, like ‘Rocky’ and ‘Rudy’, watch those movies, right? Go back and watch them and say to yourself, why do I feel really good at this part? How do we build up to that part and all that? That’s awesome.

So we want to look at objections, think about them and then create stories that will handle those objections or at least within our story, be mindful and make sure that we handle those objections and use one of these formats..

Here’s something that people don’t think about, especially in the online world. I think it’s much more important when you’re actually in front of an audience, but I think it also translates into an online world.

  • What are some of the things that we can do to prepare ourselves to give the best presentation?
  • If we’re onstage, how should we dress?
  • How should we kind of display ourselves?
  • What sort of posture should we, you know, what I mean?

Dustin: Yeah, totally.

Daegan: Who should we think about being in order to and, of course, we want to be ourselves, but you know where I’m going with this?

Dustin: I totally do. It’s tough, Daegan, because for me, I can think of 80 ways to answer this, so I’m just going to go until you tell me to stop or tell me we’ve run out of tape. There are a couple things.

My partner, Dave, before he goes out on a stage, as far as the mental aspect of it, it’s really all in the words we say. If you say that you’re afraid or if you have fear before going out onstage, these are not good words to say. Rather, could you it this way– I feel the energy coming through me. I feel the vibrations pulsing through.

Reframing your language a little bit, because if you start saying I’ve got butterflies, your mind’s going to take you down that path of butterflies and I realize for some people speaking is worse than death, they say people would rather die than public speak. Everybody has that energy that goes through them before they get onstage.

One way to overcome some of that is to go out before the event and start shaking people’s hands, especially in the front row. If you feel that excitement before you speak live, shaking people’s hands ahead of time and getting to know the audience makes you feel at home. Something I used to do very early on is shake people’s hands in the front row.

The other thing you can do, my partner Dave, listens to techno music before he goes out onstage. He’s getting in the zone. He’s just kind of getting the energy coursing through his body.

In terms of some ninja marketing stuff, this is my favorite stuff. I’m not a braggadocios guy. I’m not one to sit here and say I’m the best this and the best that. However, I leverage tools to do that all for me. Actually, before this event, we just came back from an event out in Utah called The Webinar Summit.

One of the things that I did was, I got hold of all of the attendees that were going to be there and sent them a direct mail piece, even before we got to the event because we know in sales it takes, how many touches, usually, do you hear it takes before someone buys your product or service? What’s that magic number do you know it?

Daegan: Seven to twelve.

Dustin: That’s right, so why not hit them up on Facebook if you can, why not send them a direct mail piece, why not hit them a couple times before you get to the event, if you can. It’s not always possible, but if you can, do that or sell the promoter on doing a webinar ahead of time. Doing all these little things will help you convert and take the pressure off of you for having to convert, at the event.

Daegan: Can I emphasize that? I want them to get what you just said, because 7 to 12 touches people tend to think is like, all right, I have to send 7 emails before someone will look at my stuff enough to buy. But it’s 7 to 12 touches, which could be across all sorts of media, so it could be like you just said…

  1. Webinar,
  2. Email, or
  3. Direct mail piece

So think about it in that multi-dimensional way and write that down.

Dustin: Dan Kennedy’s a famous marketing legend and a mentor of mine. When you book an event or get asked to speak and you know you’re going, you should be scheming every possible way to monetize for the promoter. Sometimes the promoter, they’re not going to come out and say hey, Daegan, would you like to send some emails to my list ahead of time? Would you like to send my people a direct mail piece? They’re not going to be thinking of that because they’re busy running their businesses.

So it’s your job to talk to the promoter ahead of time or, if you’re doing a webinar, talk to the affiliate that’s sending you traffic and ask them; hey, what do you think about sending some articles, I’m not going to put my link on there, but just planting some seeds before we even do a promo for our next webinar or the event? That’s a sneaky strategy right there where you’re just delivering, value delivering, content with no links back to your website or anything; just your name and who you are.

These little things are the 6 to 12 touches before you get there, so that’s something you can do as well. Now I want to share with you probably the most powerful strategy that you can use if you’re going to be speaking live and that’s use of an intro video.

I told you I’m not one to sit here and say I’m the best thing since sliced bread; however, I use tools that will do that for me. One of those tools is called an intro video. Perhaps you’ve seen it. Sometimes you’ll see it at an event and it says Dustin Mathews has been seen on ABC, Fox News. Dustin Mathews, Dustin Mathews, it’s like doing that montage thing.

Sometimes when you speak, you might not necessarily know the promoter or you might walk into an environment where they don’t necessarily know you. Sometimes the person introducing you will mess up or just won’t do you justice.

Therefore, having an intro video – a two-minute intro video – play who you are has the audience enraptured and they get sold before you even go onstage. But it wasn’t you trying to tell them oh, I’ve been on Fox TV and on ABC, it was somebody else, a third-party validation that sells the crowd for you before you even get on.

Daegan: That’s awesome! In an online world I can definitely equate or have an equivalent for that in the things that I’d like to test. If I send a person a testimonial video before they get to my sales video or sales letter, I’ve found that it’ll slightly increase the amount that people buy, like maybe 10 percent more people will buy.

What it really does is, on those higher-ticket offer, maybe a one-time offer that’s a thousand dollar, multiple thousand dollars, it makes them far more likely to say yes to those offers.

I feel like we’re talking in that same vein. You get up onstage and now you’ve got this third party doing this controlled intro that’s setting you up perfectly and that’s killer. Here’s what I know people are thinking about when we talk about something like that, what’s integral to an intro video like that if someone wanted to set something like that up for themselves?

Dustin: I think music, for sure. I actually outsource this, but I don’t just blindly outsource it, I go to guys that I know have a track record or have produced something I’ve seen before that I like. But if you were going to instruct somebody that maybe doesn’t have the track record, I think high-intensity music. You can’t have slow music. You want to get the crowd energized. You want to get them juiced up, so fast-paced music is definitely important.

I think pictures of you speaking. If you can get pictures or videos of you speaking, even though you’re there speaking, it kind of says oh well, this guy speaks, so he’s credible. Any use of logos. If you’ve been in the news and print media, if you’ve been interviewed on TV, incorporating that and I always like to include like Daegan said, uses of testimonials referencing that.

So anything, really that’s a credibility piece, is what it is, because they’re going to see you in a few minutes, so you want to put as much credible things in there, such as…

  • Are you the author of something?
  • Are you the CEO of a certain company?
  • How many products have you sold could be a number.
  • How many people have you worked with?
  • Are your client’s millionaires or billionaires?

Anything that could give you any edge of credibility, I would include into the intro video.

Daegan: Awesome! Again, a golden nugget so pick it up, take some notes, and brainstorm on it as you’re listening through.

The next thing that came to mind as you were going through that, is the real difference between speaking in person in a live environment offline compared to online is the level with which we can interact with people. I love when I get a chance to go to events and see how speakers get the crowd involved from the stage.

What are some of the things that I know people aren’t thinking about, but that is tricks of the trade when it comes to getting people involved in the presentation, making sure that they’re having fun, that they’re learning?

How do you get people involved?

Dustin: Well, let me ask you this, Daegan, do you feel like this interview’s going well so far?

Daegan: Yes, good question.

Dustin: Would you like more?

Daegan: Absolutely?

Dustin: Are you getting everything we’re saying so far?

Daegan: I think so, yes.

Dustin: What I just did to Daegan there are what’s called trial closes, I like to just jump right in.

One of the things when you’re speaking is and again, going back to my partner, Dave who is really the front man of our Speaking Empire. He’s done over 3000 presentations, so he’s tested and honed this and has trained me to do this as well. Dave found when he was studying presentations is our minds start going every six to seven minutes, meaning if you’re in a live environment, you start getting tuned off.

One way that I can grab your attention, make sure you pay attention and don’t wander off is by asking you questions, so that’s what I just did to Daegan. If you want to, write this down. And right there, Daegan, just by me telling them to write it down, that’s another strategy as well. If you ever go to personal development seminars, turn to a neighbor and share this with a friend, you want to create that interaction.

Now, don’t just hit them with it, you know, talk, talk, talk about every six or seven minutes, if you can, every couple slides say hey, you’re going to want to write this down. The questions, the trial closes, the ones we love to ask is, are you getting this?

This kind of gets into some NLP stuff, because when I say are you getting this, I’m asking you two questions, really– Are you getting this, basically, are you getting what I’m saying? Do you understand this is that question and then, are you getting this? Are you getting my product or service?

Daegan, you’re going to love this when you come down. One of the things you do when you ask that question live is to point to your product. We like to put our product up onstage, and then when we do our trial close question, not only do we ask are you guys getting this, what I’m doing right now – you guys can’t see this, but I’m pointing to the door in this case because I don’t have my product set up, saying are you getting this?

Subconsciously, we’re pointing at the product and saying, are you getting this? One of the big key components when you’re speaking live is you can do a lot of things such as NLP stuff. You can point at certain things that are called anchors.

  • Are you getting this?
  • Do you want more?
  • Who can see themselves doing this?
  • Imagine, if you learned this just five years ago, where would you be now?

By me asking you these questions, you might be taking notes or checking your email, but as soon as I ask you a question, your mind is naturally going to get hooked back to what I’m saying, right? It’s a very powerful strategy for keeping people engaged.

Daegan: If I was able to take notes right now I’d be writing all of this down right now. I know, as I listen through it I’m going to go back and rewind through some of these questions, because just verbatim what you said automatically it’s like a trance-inducing thing.

Imagine if you had gotten this five years ago that’s exactly where you’re going – man, my life would be so much better. I don’t even know what it is, but I’m just imagining it.

Dustin: That’s right. There are some other cool things that you can do such as embedded commands like ‘now’, like starting your sentences with “now.” So now is the time to take action. “When you do the right thing” is another thing. “When you invest in the program” and actually, that’s another thing I see speakers do.

I was just at The Webinar Summit I was talking about with some Internet marketers and most of Internet marketers are great at the computer, not the best from stage. I saw so many speakers there – because they’re not trained, they didn’t come from the background that I came from, unfortunately for them but good for me, is that a lot of them are saying “If you decide to work with me.”

Promise me, everyone Never, ever say “if” in your presentation, it’s always “when” you… when you invest in the system, when you take action today. It’s not if.” We have to assume the sale. Yeah, not everyone’s not going to buy in the room, but you have to assume the sale and position yourself as a power of authority by saying things such as “when you take action” instead of “if you take action.”

Daegan: That’s awesome. Yeah so again, let me ask you are you getting this? And I hope you’re writing this down.

Dustin: You can write this down now or later.

Daegan: Yeah, that’s awesome! All right, so we’ve gone through some cool tricks. We’ve talked about the right type of story. We’ve talked about creating the offer.

Let’s hone in a little bit on when we’re talking about the close.

What are some of the things we do there to really bring the point home?

Dustin: Daegan, you hit this right on the head and we actually should probably spend as much time as we can on the close, because a lot of people struggle in this area.

Have you ever seen an offer where it’s like today when you take action, you’re going to get six CDs, a workbook, and you’re going to get a marketing review? It’s like a standard offer six CDs and a workbook. Gosh, let’s make that sexy. Let’s make that attractive. How about, instead, let’s do the in your home one-on-one training with Daegan’s webinar series.

That’s a very long thing to say, but you get what I’m saying. It’s much better than saying oh you’re going to get six CDs and a workbook. Let’s make these benefit-driven things. One of the things I want people to visualize right now is, imagine the stack slide. The stack slide is basically every little component in your offer. You really should have one slide towards the end of your presentation that lists everything that you’re going to get.

On each one of those line items, you should have, for lack of a better word, sexy or attractive language. You know, the in your home training series; the cash-on-demand webinar system; just sexing up your words, putting benefit-driven language into your offer. And actually naming your offer as a benefit is immensely huge.

One of our jokes, Daegan, is every system should be called the wealth and freedom system, because what do people want? They want to create wealth and they want freedom. When you come to the office you’ll probably hear the joke of the wealth oh, it’s Daegan’s wealth and freedom enlightenment system.

The biggest thing I can share with you is create an irresistible offer, use benefit-driven language, which basically means what’s in it for them? The more time, work less, make more virtual assistant versus me just saying oh, you’re going to get a virtual assistant. How about the work less, make more virtual assistant? So it’s making it just sound more attractive. Does that make sense?

Daegan: Absolutely. Here’s where I would go next. I know when I’ve done longer offers – let’s say it’s got six or seven components – somewhere as I’m going through all these different components, I’m asking myself…

  • Are they really getting it?
  • Am I taking too long?
  • Am I losing them?

I tend to think when I think things like that when I’m doing a presentation that other people have those thoughts, too.

Dustin: Sure.

Daegan: How do we keep the audience engaged if we’ve got a multi-component offer and it’s going to take us a little while to explain it, how do we keep them excited and engaged?

Dustin: One of the things that we do, oftentimes, when we’re in a room or a live environment, they’re not going anywhere, so you can actually have a little bit more freedom to draw out your close and make it lengthier, because they’re not really going to get up during your close and leave. You might get one knucklehead that will do that, but on a webinar, this is a challenge.

What we recommend doing is going through three/four items, depending on how long it takes you to get through each of the items and doing your call to action. The reason why is because people buy for their reasons, not your reasons, so every little component in your close, we don’t know what pushes that person over the edge. It might be the lead system or your conversion template. That’s why we recommend every three/four depending on how long you go on each item you do your call to action.

So for those of you that are ready to sign up, for those of you that want to work with Daegan, what I want you to do is go to, so what we’ll do at this point in the offer at the very end of your presentation, you’ve have had a lot of time to build your case. In your actual offer that you’re reading, about every three to four, you put a link in there and you tell them to go to that website.

But it’s important, when you tell them to go to that website to pay close attention, because you’re going to have some special, fast-action bonuses for those people that are on the call. That way you can send them to a website, your order page, but also so you don’t lose them as well. You keep them engaged by saying look, there are going to be some things I’m doing extra special tonight or today, so pay close attention to what I have to share with you. Does that make sense?

Daegan: Yes, it does. First off, write down “people buy for their reasons, not for your reasons.” That’s important.

I think about, as I’ve been in the audience at presentations, how the order form will, they’ll hand out the order form and they’ll say look, you see that order form cross this part out, you’ll have the order form in front of you and they’ll make you interact with it.

So immediately, as you say that to me, I’m thinking that’s different than what I’ve learned in the past. I have the perception that I’m supposed to go through the whole offer. Well, perfect time for me to do some of that cool order form stuff that people do offline, right? Three or four components, link to the site, by the way, there’s some secret cool stuff hidden on that site.

As you’re reading and you’re listening, I’m going to unveil that and you’re going to be blown away by what happens at the end. Maybe it’s like just the invisible link somewhere that they can click and it’s going to drop the price or something, you know what I mean?

Dustin: Absolutely.

Daegan: So you got me going on some fun sort of puzzle-y stuff. That’s awesome. So we keep them engaged, we send them over through the link so they don’t get bored.

Let’s see, where else can we go? The part of this that intrigues me, maybe more than someone else coming because they may just say to themselves, I just want to sell better, how do I sell better? What intrigues me though, is actually putting on events, creating the audience for the event. I know that’s something that you’ve done at ton.

Dustin: Yes.

Daegan: I feel like that’s the real work, right? You can get up onstage and have a great offer and to some degree, you’ll probably sell, but you’ve got to create that audience.

How do you create those offline audiences?

I remember and I’ll say this stuff. The way that I found my way into the Internet world was actually at a real estate conference.

Dustin: Wow!

Daegan: I was here in D.C. and saw an infomercial for a Holiday Inn real estate seminar. I showed up, felt all weird and embarrassed and hoped that no one I knew was in that room with me. I just saw this dude, maybe me and 300 other people saw this dude up onstage speak and at the end, I saw about 120 of them get up and give him $1,000.00. I was like, that’s frickin’ awesome.

After that, a guy came on and talked about the Internet and I gave him my money, so the same thing happened to me, but it was an event I was promoted to in the offline world that I showed up to, and that brought me to the online world.

What goes into all of that?

Dustin: Absolutely. I’ve got an insider joke. Sometimes those events are free to come, but you have to pay to leave. That’s what it sounds like happened to you. It happens to me, as well, that’s just part of the game.

What goes into that? In my prior life, before educating and teaching speakers and marketers to close, Dave and I grew a company we actually took it to the Inc. 500. It was a seminar, the foreclosure company I was talking to you about. At one point, we got up to 200 events a month. Now, you’re thinking, how is that even possible?

Well, we had road crews. Dave actually spoke twice a day. I don’t know if a lot of people know that, but Dave actually would speak in a lunch session and a night session. We first started doing night things at restaurants and our first event was the equivalent of a Denny’s down here in Florida. In this business, as you’ll learn you’re going to make some mistakes along the way.

I was a big advocate of we can’t do a lunch seminar no one’s going to show up. I was completely wrong. Actually, the lunch crowd is even better because someone that can take off for lunch or get away from work at lunch is usually a salesperson, a realtor, somebody that has control over their destiny a little bit more than somebody that gets off work. I actually found that the lunch crowd would actually be smaller numbers but better buyers.

Your original question was how do you fill these rooms? We did a lot of different things and there’s not one magical answer. We knew nobody in this business so we first started with joint ventures. I know that’s something that you teach, Daegan, is to go out and find joint venture partners. You can also do AdWords and all that, but I think for people that are putting together their first event that might not have the strongest list, or even a list, is to find out who is aggregating my people already.

Fortunately for me there were these things called REI Clubs. We would go to this real estate club and convince the promoter or go get business cards if we had to, and market to those people that were already in the game, already in the conversation. The earliest, quickest way to do this in my career was to find joint venture partners like the REI, like the Board of Realtors, that were aggregating all my people.

And then I also found wholesalers; people in the business that had a list of everyone interested in buying houses at a discount. It was a little bit off the beaten path, but I said you know what if they want to buy houses at a discount from this guy they might want to come learn from me how to buy houses for themselves. All I’m saying there is to find who already is aggregating my people right now that I can team up with, pay when a sale closes or pay ahead of time and get them involved.

So joint ventures are one strategy and I actually built the Speaking Empire that way is who can I find to help me grow that business? Now what we do is what I did back in the day. When we were doing those seminars in cities where I didn’t know anyone, we were doing full or half-page newspaper ads. I was doing email drops to folks to get people in the room.

We didn’t have Facebook or at least Facebook Events or anything wasn’t around heavily back then, so I had to do certain things like direct mail, and I had to use offline strategies to get them into the event.

Daegan: Direct mail? What’s that?

Dustin: They have this thing called paper, maybe you’ve heard of it?

Daegan: That’s awesome! Basically, what I’m hearing is, be resourceful. Get out there and figure out where your customers are, find a way to get at them and don’t give up until you get them.

Dustin: Absolutely. I know there are people from all walks of life on here. We’ve got our advanced folks, we’ve got people that are just getting started, but when I left Foreclosures Daily and had to start over again and built the Speaking Empire and what we’re doing now, I leveraged joint ventures again. I did whatever it took to go buddy-buddy.

Sometimes I had to pay for that and that’s how I met Daegan. I paid to join that mastermind. I started meeting a circle of influence there and I said hey look, we’re starting this thing can you help me promote? A lot of people told me to go pound sand, some said yes, so I followed up with those folks and just start building.

As much as I’m an Internet marketer, and I love that freedom, it’s meeting people at events. This is why when Daegan puts on his events, you should frickin’ come to the event, because you’re going to get a chance to network like-minded people and get them to promote you. That’s where the real business is done, if you don’t mind me saying.

Daegan: No, absolutely. I mean, that’s where you make the real – you create the real, long-term relationships. You are not really playing until you’ve been to at least, I’d say, three or four events. It’s not even like, just go to one. It’s like, show up more than once, people start to see your face, and then you start to see who’s really in it to win it.

Here’s what they don’t know and what I do know. I started this out by guilting Dustin into this, because I gave him a big check and I’m going to go down for what’s called a Power Day.

Do you mind sharing a little about what you guys do in the Speaking Empire business?

I didn’t do justice to it and I know as people listen to this over time they’re going to be curious, they’re going to want to know.

Dustin: Absolutely. A lot of folks go to a three- or four-day boot camp and they’ve learned strategies, right? I think most of us who’ve been here have been on a webinar series. At the end of that, it’s like, well, great, now I’ve got to go implement. We saw that same thing in the speaking world. We’re not the only show in town and we know that, but what we saw is there’s a hole in the marketplace.

We found that people would go to these boot camps and learn how to speak and how to put together presentations, but at the end of the boot camp, they still had to do it. So we said why don’t we just do it for people? Yeah, it’s labor intensive, but if we work with really cool people and we love what we do, it’ll be a fun thing to do. So what we do is we actually have folks come down to see us in Tampa, spend an entire day with us, we build out your entire presentation.

Daegan, you’re just about to experience, at the end of this day, you will have a PowerPoint, you will have a script, you’ll know what to say and you could go on a webinar or, if you had a speaking gig that night, you could actually go, give a presentation and sell that night versus having to wait a week or stay up all hours of the night trying to put together your presentation. It is done in an entire day.

Now, it’s done for you, but it’s also done with you. One of the things that you’ll experience is, you’ll come down and I’ll start asking you questions like…

What about this?

What if we do this to the offer?

Let’s put this in here until we have what we call a driver, and that driver, what they do is take down all the notes and put them into our PowerPoint template. We’ve created a template that we test out in the marketplace. We’re constantly getting feedback from different niches. Folks are telling us, this worked real well; you could improve this or put this in there.

So we put this into a template. We do it all for you. We do the graphics for you and put your offer in there, and then actually Dave will sit down and train you and give you some of those trial closes such as…

  • Are you getting this?
  • Do you want more?
  • Do you see yourself doing this?

He’ll tell you exactly what to say and then at the end of it, not only will Dave give your presentation, you’ll give your presentation by the end of that day.

Daegan: That’s awesome! So not done for you, done with you, which I think is even higher value. From a direct response marketing standpoint, it’s one of the things where if you were to put into your own business something of really high value, like your top level service, not done for you, done with you that’s frickin’ writer-downer, guys.

Dustin: Absolutely.

Daegan: That’s the whole thing. For me, hands down, the best money you can spend on anything in your business is creating; first off, someone that’s done 200 presentations in a month probably is pretty good at it, right?

And there’s probably something you can learn. It doesn’t really matter what it costs, it’s a drop in the bucket compared to what you’ll make if you believe in yourself and your business. Let’s say I go and we do this Power Day and who knows what you guys will charge in the future, but right now, I sent you guys a big hefty check for $10,000. It might not be not that later; it might be something else later.

What if we spend that day and I create a presentation that sells a product or service for $3000 or $5000? Doesn’t take many sales to get back to even? This is one of those strategic things that I don’t think a lot of people get, so this is why I’m saying is the people want to dilly-dally in terms of how to get to something. They want to know the cool little trick here or there, but they don’t want to do the big, broad strokes that get you from A to Z quickly.

Now, if you’re a home based business/entrepreneur and you want to recruit a lot of people, what’s the broad stroke that’s going to get you the highest ROI, to have the most persuasive presentation that you can present and build your team with? Why not do that, right?

If you’re an info marketer it’s the same thing that’s why I’m going, because I’ve got some value that I think I can share with the world in a certain way. But I know if I go and suck some of their wisdom and experience out of these guys, I’m going to come out with something so much more polished than I could do on my own

I’ll definitely make sure that the link for the Speaking Empire, Dustin and his partners is right around this. Awesome, man done with you, you walk away with everything. You just sit down and practice it, put it to the test, and you’re rolling.

Dustin: Absolutely. Daegan, I like to say it this way– a lot of people will pay a copywriter, and I do this. I work with copywriters and we pay them good sums of money to write a sales letter. I want people to think of this like a sales letter; however, I think this is a lot better than a sales letter.

Daegan, you know if you can get a one percent response and even online it’s probably a lot lower– if you can get that sort of response from a sales letter, it’s considered somewhat of a success. However, with a really good webinar or stage presentation, it’s not uncommon to close 10, 20, and in a really qualified environment, you can close 30 to 50% as some people do.

I think it’s funny sometimes that people will invest lots of money in a sales letter from a copywriter and not really know how to create it themselves, they’ll just pay someone to do it versus having a really good sales presentation, understanding how it works so they can do it over and over again and get a better conversion. That’s what I often tell people is, it’s like hiring a web or presentation copywriter.

Daegan: I completely agree, I mean, my business is called Maximum Leverage. If you ask yourself strategically where’s your highest point of leverage, it’s when you’re interacting with people in a live environment where they can get to know you. Live can mean online or offline, so it can be webinars or from the stage and you’re offering them something with passion, sharing your story, and you know it’s going to give them more value than you’re asking for at the end of the day.

You’re doing it how it’s supposed to be done based on experience that has come before you. If I’m going to invest to start my business, there’s no better place to invest, so I absolutely agree with you.

I want to just say thank you so much for allowing me to guilt you into this. I know that I’ve got some rewinding parts to go back and listen to, pull the pieces out myself, listen to closer, and ask why around so just tremendous value, man. Thank you so much.

Dustin: You’re welcome. Just wait till you come to Tampa. We’re going to give you some really ninja stuff, especially when you’re doing the room stuff, the live stuff, it really becomes fun up there from stage. You’re going to do some NLP and some advanced stuff. It’ll be cool.

Daegan: Here’s what I’ll do I’ll throw a little plug for my own stuff in here. If they’ll let me, I’ll take a couple video clips of me embarrassing myself and I’ll share that with the Inner Circle family. Maybe that’s coming.

So is where I went to sign up for my Power Day. Everyone will hear about that in some way from e-mailing me because I’m a gossip queen. Is that the best place for people to find you?

Dustin: Yes. Daegan, I know from an Internet marketing conversion standpoint, it’s not our best tool, but in terms of converting opt-ins and stuff like that but really at Speaking Empire, what they’ll find is our team. One of the things we believe in this marketplace is being very transparent with people, just showing them everything about our business.

As folks will meet us, they’ll start to understand that’s what we do. We’re very transparent, show people stuff. has Power Day information, videos and our bios so people can get familiar with us, because at a five-figure investment to come spend with us, people want to feel reassured, so that’s what we do.

Daegan: Awesome! Well, thank you again, sir. Everyone click rewind to head to Speaking Empire and review everything that they’ve got going, why you’re listening to this again and your business will grow for it.

Talk soon.

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