How to Create a Highly Profitable Keynote Speech

Hey everybody, how are you? Chad Thibodeaux. Welcome to another Monday Morning Mentor. This one's happening Monday afternoon though, so we probably got to call this Monday Afternoon Mentoring. Hey, I want to welcome everybody who is watching this live, whether you're watching on my Instagram, on my YouTube, on my Facebook, or you're right here inside of our Launch Fuel/Night School platform. I want to welcome all of you guys. I also want to welcome a bunch of my new friends from the Speakpreneur community. So glad to have you guys here. This is sort of a bonus teaching and bonus training for you guys. Hey, if you guys are watching this online, let me know who you are, where you're watching from, and answer this question inside of the chat room if you're inside of Launch Fuel, or in on Instagram or YouTube if you're there. How many of you have the desire to be paid to speak? How many of you have the desire to be paid to speak? You're like, you know what, Chad, life would just be great if I could create a keynote and people could hire me to speak on their stage, or I could create a keynote where I could create my own stage. I could get out there and speak, and then I can move people to my offer. So show of hands, how many of you have the desire to speak on stage? Now, next question. How many of you, if you have the desire to speak on stage, how many of you already know what you would speak on? So let's, let's go ahead and put those comments in here. Once again, I'm going to try to get to as many of them as live as possible. So say hi to me in the chat room if you guys are here in Launch Fuel Night School, and if you're on Instagram, YouTube, Facebook, say hi to me there as well. But how many of you want to get paid to speak, and how many of you know what you would already speak on? Like, what is your topic? So for instance, today we're going to be speaking on how to create the 6 A 6-figure keynote. I got my notes already. So this would be something that I would speak on. Like somebody could hire me to come on their stage and I could speak on how to create a 6-figure keynote. I also have plenty of other conversations and talks that I've already got ready. So this one here, there's like how to do offers. There's all sorts of things that I could speak on, but I had to put some thought and some energy and some effort behind what I wanna speak on. So who wants to be the first one? I'm watching everybody inside the room, lots of people in here. Nobody's commenting, okay? So let me know, what would you comment on? If you don't know how to do this, just below the window, if you're inside the Launch Fuel Night School program, you'll see the chat. Just click on the chat, it'll open up on your right, and you guys can comment, okay? So let me know, how many of you want to speak, and if so, how many of you already have a topic that you would teach on? Let me know. Alright, today I'm gonna talk to you about how to create a highly profitable keynote speech. Now here's what I mean by a highly profitable keynote speech. When you're giving a speech on stage, your keynote or talk, your main talk, is not just a talk. What it is, is it should be like a funnel with a microphone. This is how I want you to see it. So when you're standing on stage, maybe you have the headset or you're holding a microphone, or maybe you're on a virtual stage like I'm on now and you have a microphone here. And you've created a platform, or you've been invited to speak on a platform, and you're going, you're beginning to speak. What you have to know is that that speech is not the end, it's the beginning. You stay up all night, you prepare, you get all your notes ready, you're ready to rock and roll, you get up there and you just crush it on stage. So many of us have this big whew when we're done speaking because we sort of feel like that's the end. But what you have to know is I want you to remember this, is a 6-figure keynote is not a talk. It's the beginning or the top of the funnel with a microphone, okay? And speaking by far is the number one fear that everybody has, but it's also the number one revenue multiplier out there. So in other words, nothing is gonna make you more money than speaking on a stage. And the keynote is not a piece of the funnel. The keynote is the funnel. And the nice thing with having a good keynote is you don't necessarily have to have a big stage. So I want you to, I want you to remember this, okay? The most expensive thing in your business, the thing that's costing you the most amount of money right now is not your ads. It's not your team. It's not the tech. It's probably the keynote that you haven't yet built. It's probably the keynote that you haven't yet built. So I remember when I first got into speaking, it was really interesting because I used to speak at church all the time, but I remember the very first time I was ever invited to speak on a stage in the business world. And I went up there and I don't know, I had 600, 700, 800 people and I went up there and I crushed it. I gave an incredible talk. Everybody loved it. They gave me a standing ovation when I was done. They didn't pay me to speak, and I didn't make an offer. And when I walked off stage, all I got was the attaboys, right? Attaboys. But attaboys don't, you know, put groceries on the table. Attaboys don't pay payroll. Attaboys just make you feel good. And that's when I really learned that it's one thing to have a keynote, but it's also another thing to have a keynote with offer. And if your keynote doesn't have an offer, then there's something wrong, right? There's something wrong. So you have to be able to have a keynote and you have to be able to have an offer attached to it. So I want you to think about the last time you watched somebody walk onto a stage and just own the room, okay? The way they leaned in, the way nobody touched their phone. And I want you to ask yourself honestly, when was the last time you were that person? When was the last time you were that person? So we were just in Los Angeles with the Speakpreneur crew and got done speaking on stage, and this gal grabbed me in the hallway and she had little, little tears coming down her eyes. And I was trying to figure out like what in the world was going on with her. And so we started talking and she goes, Chad, she goes, your words moved me. Your words made me think. She goes, I want to be a speaker, but I don't know if I have the ability to do what you just did. And I'm like, oh yes you do. Yes, you absolutely do. And I want you to know that when you come to talk on a stage, you can't think about yourself. You have to think about your audience. And one of the things that as you get better at speaking that you'll learn— and we're going to create an entire infrastructure today on how to do this— one of the things you'll get better at, and you'll learn as you get better at speaking, is you'll learn that when you stand on a stage, you're not thinking about you. You're not thinking about what they think of you. What you're about is like, how can I make a difference in the audience that I'm speaking about? And when you learn how to look at your crowd or listen to your crowd or be empathetic to your crowd or do some research so you understand your crowd, then what happens is you're able to stand on stage, own the platform, be able to communicate a message that elicits a response— because that's the goal of every good keynote, is elicit a response— and and you can move them in such a way that makes a massive impact, build your authority, build your credibility, build your stickiness, and then whatever you have to sell, they buy, okay? They buy. So let's jump in, okay? Let's jump in. So point number 1, speaking is the multiplier. Speaking is the multiplier. If you're trying to multiply profit in your business, Speaking is the multiplier. If you guys are watching this inside of the night school program, can you just comment inside the chat room just so I know that it's working? Not one person has chatted, and in there, so I just want to make sure that it's working and it's not— it's okay. Okay, it's not working. Okay, okay, thank you. I got it. You can just communicate in there. If it doesn't work, we'll just— we'll figure out a way how to make it work in a little bit. Okay. Okay, so it's not working. I just put something in there, so I'll check the settings to see if we can make this happen. Un momento. It doesn't look like there's anything wrong with it there. Chad Thibodeaux, it requires us to make an account. Oh, then don't do that, okay? Don't do that. Yeah, just watch, just watch. You're good. Okay, don't do that. All right, point number 1, point number 1, speaking is the multiplier, okay? Speaking is the multiplier. So what you have to know is that What you're looking for in business, okay, is you're looking to not add, definitely not subtract, for sure not divide. You're looking to multiply. So for instance, so like in your coaching business or consulting business or whatever, let's say that you're, you're, you know, you're doing $10K a month, okay? Or for some of you, that would be amazing. Let's, let's say you're doing $1K a month. What you want to do is you want to multiply. So we go out and we find different ways to multiply. So some of us run ads, some of us, uh, you know, do webinars or whatever. Speaking is actually the biggest multiplier that you can make. I have seen people literally stand on stage with just a simple offer of somewhere between $1,000 and $5,000 and make an entire year's worth of revenue in one talk, okay? Nothing in your business multiplies anything in your business more than speaking on a stage, okay? And so you have to know that most consultants are great at what they do, but they're completely invisible. but nothing makes you more visible than a talk. So I was talking with some Facebook ads guys and we were dissecting some content online and we were putting memes and we were putting static graphics or whatever. And we were going back and looking at all of my analytics. And one thing that we found was anytime I was speaking, not like this, but speaking on a stage, that my visibility rate just exploded. And that's when I learned that like people love to watch people speaking on stage. There's just something about it, okay, because you get an innate power, you get an innate credibility, you just, it's sort of like you're big man on campus when you're up on that stage. And because of that, your content may be getting buried, but video of you speaking does not get buried. So the missing multiplier is a keynote. So here's what you have to know. If you're gonna speak on stage, as I told the crew in LA this past weekend, you have to have something to say and you have to have something to sell. You have to have something to say and something to sell. So speaking is the multiplier. Having something to say is the multiplier. But here's what most people get wrong. They think that a keynote is just a talk. It's not. A keynote is a funnel. So if a keynote is a funnel, then what do we have to put together in order for your funnel to convert? Because a keynote isn't just content delivery. So like today I'm giving you content. I'm getting ready to break down the formula for this. But I'm doing it intentionally, I'm doing it intentionally because I want you guys to work with us and at the end of it I'll tell you how you can work with us, okay? So the keynote is a funnel. Here's what you have to know. Every great funnel, write this down, every great funnel has a hook, has a story, has an offer, has a call to action. I'll bring that back. Every good funnel has a hook, a story, an offer, and a call to action. Every good funnel has a hook. It draws them in. A story, something that connects them. An offer, something that they can buy that gives them the next step. And a call to action, it tells them exactly what to do. Okay, so I want you to think through this. You're standing up on a stage, whether it be virtual or real. You're standing on your proverbial stage, and the very first thing you say is your hook. We're gonna get into hooks in a minute. And then you go into a story, and then you tell them what's next, and then you tell them what to do. That's the power of a keynote. So the hook creates tension, the body resolves it, the story creates emotion, and the application creates urgency, and the offer closes. I'm gonna give this to you again 'cause it's a lot, okay? It's a lot. So the hook, it creates a tension. So what you want to do, the very first words out of your mouth, that's the most important thing that you can say all day. That should create some kind of tension. The body of your talk should resolve that tension. The stories that you share should create some kind of emotion with your audience. The application should create urgency, and the offer should close them. Okay, so that's sort of like the— if you were taking them through a journey, that's the journey. It's tension, resolve, emotion, urgency, close. And that's what a good keynote does. And when you build your keynote this way, you don't have to sell at the end. You're literally selling the whole time. I remember when I used to travel the country for ClickFunnels and I got a chance to to work specifically and directly with Russell Brunson. And I remember watching him in his webinar talks. And what I loved about it was he doesn't pitch at the end. He is the pitch. Every story, every point, every laugh, it's all designed to move people forward to one decision. And that's what a solid 6-figure keynote does. So let's figure out how to put this in here, okay? So I'm gonna go ahead and I'm gonna open up my whiteboard here. Hopefully you guys will be able to, hopefully you'll be able to see this. I'm gonna go ahead and share my screen with you guys so you can have this here. I believe that you can see that now. Okay, let me turn this off. I don't know, how do we get rid of this? There we go. You guys should be able to see my screen now. I wanna just make sure you guys can, yes, okay. So let's jump in and let's talk about let's talk about a few things. So what we talked about is everything starts with you. And I don't know why my, my pencil is deciding not to work. Let me see if I can get this to work here real quick. I'm going to come back here to the main section. Let's see if I can get this to work. I apologize about a little technical glitch. It worked a little bit earlier and it's deciding not to work right now. So let's fix it. Let me connect it here. See, I just got to plug it in and connect it. I hope it's not dead. Oh, there we go. It is connected. Perfect. Yep, beautiful. Now let me plug this back in that way you guys can see my iPad. Say, hey, even the best of us have technical difficulties from from time to time. It's just part of life. Okay. All right. So let me go ahead and share my screen again with you here. There we go. All right. So now that my thing is working, so I'm going to go ahead and do this. So we said that everything starts with you. A good solid 6-figure keynote starts with you. You are the brand, you are the offer, whatever you're selling at the end, really, they're not buying that. They're buying you. Okay. And if you come to our Speakpreneur events, you know that we create what's called a framework. Okay, we create a framework. This is the logical and linear pathway that moves people from where they are to where they want to go. And so if you're doing a gap analysis, your audience has a frustration or a problem, they want a solution from you, and your framework should move them from here to here. Okay, if you guys are part of our Speakpreneur program, you know this. If you're part of our Night School or Launch Fuel program, just go back in the library and we can help you guys figure all of that out. But you have to have a framework. What I wanna tell you then is your framework then, you're gonna be able to turn into a few things. We're gonna show you how to turn it into a keynote today, okay? But there's a framework on how to build a keynote, okay? And here's the framework that I want you to write down, okay? So the framework looks like this. It starts with hook. Okay, it starts with hook. Second is, it's gonna go to what we call PTI. Third is the flip. I'm gonna just give you all the, everything up front and then we'll break it down. Fourth is the proof. And fifth is the offer. Okay, so these are the 5 components of a 6-figure keynote. Okay, so let's jump in and let's break these down, each and every one of them, okay? So a hook, we know that The whole point of the hook is to create tension. Then the PTI, this stands for— this is the point, teaching, illustration. So point, teaching, illustration. Okay, point, teaching, illustration. This makes up the body of your talk. And the whole point of this is to make it stick. So we want our stuff to be sticky right here. Then the flip, this is the emotional turn. This is where we turn them from the content to the action. Then the proof, this is the social proof that what you say works. And then the offer, this is not a pitch, it's the invitation to next. 'Cause it's not a pitch, it's an invitation to next, okay? And so let's jump in and let's just, let's break all of this down because this is super important for us to, it's super important for us to learn like all of these components, okay? All of these components. So let's just jump in here, okay? So when we look at a hook, okay, when we look at this hook right here, A hook is what you say in order to create tension. And I like to make the hook something like what we call a big idea. So if we were to come here and just— we're going to break this down. I like the hook to— I want you to think about it like the big idea of what you're going to say. This could be the very first thing out of your mouth, okay? So when I was writing this A gal in one of our events, I can't remember what city it was in, came to me and she goes, I just feel like that, you know, if I don't fill up a room, that what I say really isn't going to matter. And I came back to her and said, making six figures doesn't require a stadium. It requires a simple small room, a framework, and the right offer. And it just hit me, like, that's my hook. That's my hook for this talk. Creating a 6-figure keynote doesn't require a stadium. It requires a small room, a framework, and the right offer. Okay? So if, if that was my hook, my big idea, that 6 figures doesn't require a stadium, it requires a small room, a framework, and the right offer. Then if that's my hook, what it does is it builds tension in my audience, and now my audience wants to know, Okay, how do I create a small room? How do I create a framework? And how do I create an offer? And then my body would teach that. So point 1 would be small room, point 2 would be framework, point 3 would be right offer. So if I had a hook or a big idea that encapsulated my talk, okay, encapsulated my talk, then it would lead naturally to the next point. So your hook has got to be related with what your talk is, and your talk has got to be related with what you're selling. So at Small Event Big Profit, we teach that like 12 to 24 people in a room can generate 6 figures in a weekend. So a hook could be something like, hey, how many of you want to learn how to create a small event with only 12 to 24 people in it, but be able to generate 6 figures in just one weekend? See, that's a hook. That's a big idea. That's a concept that brings people in. They want to learn. They want to know how to do that. Okay, and I could keep going on all of that, but what you have to know is that a good hook, okay, a good hook is designed to bring people in. Now let's talk about the next point, which is PTI, or Point Teaching Illustration. Okay, PTI. What I wanna know is, If this created the tension, how do I resolve it? So the way I like to do this is I like to go, uh, point. Okay, so, so we're just going to go point right here, and then the point should be in and of itself what we call a declarative. So a point is, you know, it's not like point number 1, small room. That's not, that's not a point. Point number 1 could be something like, so if we're doing room, it could be something like attract 12 to 24 people to your event, right? So, so like point number 1 could be, you know, attract 12 to 24 people to your event, right? So remember, we— the big idea was, you know, 6 figures doesn't need a stadium. Remember that? Okay, what it needs is it needs a small room and Okay, it needs a framework and it needs the right offer. Okay, so that was my hook, that was my big idea. So now point number 1 has got to do directly with the small room. Okay, so what I could say, make point number 1, I could write it something like, you know, attract 12 to 24 people to your event. Okay, or it could be something like, all you need is 12 to 24 people in your event. Something like that. Just something that takes the point and brings it back to my big idea. Okay, so that's point. Then the second piece of this is teach. Okay, so now I'm gonna teach on the content. Now teaching this, there's 4 boxes I like to think of when it comes for teaching. It's called a model, a metaphor, a study, or a stat, and the story. Okay, so what I like to do is I like to think in these 4 boxes. So when I'm teaching right here, I'm gonna go in and I'm gonna teach this. Inside of my teaching, I wanna see if I can put a model. Like for instance, so like what I'm doing right now, what I'm drawing on the whiteboard. So this right here, this is a model. It's a visual representation of what I'm talking about. So instead of telling you, hey, there's 4 components of a solid thought, and that's model, metaphor, study, and story, what I'm gonna do is I'm gonna create a model for you. Okay, so when you're teaching, if you can model it, it really helps. A metaphor is, it's sort of like this, right? So for instance, like, you know, back in the day— this is a really bad example— but back in the day, my dad used to use Brylcreem, and their Brylcreem had a little saying that said, "Just a dabble do ya," right? That was like their little saying. So I like to say with this is like, listen, you're in a stadium, just a dabble do ya. Right, adapt 12 to 24 people. Who can't fill up a room with 12 to 24 people? So it's— that's a metaphor. A study would be something like, hey, according to Harvard peer review, okay, according to Harvard peer review, small events where you can have an intimate relationship between 12 and 24 people typically convert 3 to 4 times the average of a larger event where people are just watching. Okay, that would be like a study. Okay, a statistic would be something like, um, a statistic could be something like, um, you know, um, small events convert 72% greater than large events, something like that. That's just a, just a stat. Okay, so, and then the story is I'll tell you a story. So the very first time I ran Small Event, Big Profit, I had a guy by the name of Franco attend, Franco Orbeas. And Franco came and he learned how to run a small event and he took all the information and then he, he went out and he ran his own small event. And his very first event, he only had 18 people show up and he was selling a $25,000 offer. Okay, and then out of the 18 people, he ended up selling nearly everybody, almost everybody bought, and he made $400,000 in his first event, right? So that would be a story. So what I can do, your teaching that you have right here, everything should be coming back to the point of what you're trying to make. So I always like to go model, metaphor, study, story, and just pick 2. Okay, I like to pick 2. I like to pick a model or story or metaphor and a stat. You don't have to pick all 4, just pick one from each side, okay, and it works relatively well, okay? And then what you're gonna do is when you're teaching, teaching that, it'll give you something to say. Okay? And the third concept of the PTI is the illustration. Okay? The third component is the illustration. So the illustration is a little different than the story. The story, I almost like to be like a case study. Okay? Something where it's about you know, the person that you're, you're working with. Okay. The illustration, if you can't come up with them, the illustration could literally be any of those. Okay. Any of those concepts of those four. But what I like to do illustration is, is I like to just get in and I like to illustrate how this comes alive. Like I'll give you an example. So I'll tell a story about like with Small Event, Big Profit, how we went up to Seattle and we rented this place called the Scooby-Doo Castle. And in the Scooby-Doo castle, you know, it was 22,000 square feet, had all these bedrooms, had a panic room in it. It was pretty amazing. You walked in and there was shields and armor and it just looked like something out of the movies. And it was pretty amazing. And, you know, we were all in this, in this castle together. And, and I began teaching, you know, my tail off, just like I have a tendency to do. And I was teaching and I was helping these people with everything they got. And, and I wasn't even going to make a pitch. Okay, I was just gonna— I mean, they already paid to be at the event, so I wasn't gonna make a pitch. And we got to the end of it, the very last day, and we were all around the table having family dinner, and I was just being open and vulnerable about the event and, you know, just how it's amazing how, you know, God's using me in such a crazy way to help so many people. And then one of the guys said, hey, are, are you gonna pitch us? And I said, well, I really wasn't thinking about pitching, you know, I was just gonna like, you know, let you guys take the information and go. And they were like, oh my gosh, no, please, we want to know what's next. Can you please pitch us? And I went and pitched, and we sold so many of our KAVU coaching programs that day. Uh, pretty amazing. So see, that's an example of an illustration. It all has to go back to, to this particular thing here. So my illustration has to do with like, you don't need a ton of people, a ton of people in the room, right? And so, so PTI— point, teaching, illustration. You don't want any more than 3 or 4 points if you can help it. If you can, if you can get away with 1 point, that would even be better. In this particular situation, we probably would do 3. I would do point number 1, small room, point number 2, framework, and I would teach how to build a framework, and then point number 3, offer, how you build an offer. Okay, the point of today's talk isn't to break all of that down. The point of the day— today's talk is to to tell you that you need a solid hook, and then you need a solid, you need a solid 1, 2, 3 points. Point, teach, illustrate. Point, teach, illustrate. Now, your teaching may be a little bit different. Everybody's got a different style of teaching. Your illustration and your teaching may be similar. It doesn't matter. You need to, you need to have a point, you need to teach something, and you need to illustrate it. The third one is, is we're going to flip. Okay, we're going to flip. Now what do we mean by this? So here we're gonna flip the emotion, okay? We're gonna flip the emotion. This is where information becomes transformation. This is where information becomes transformation. The flip moves them from that's interesting to I need this. Now watch this, okay? This goes from, "That's interesting," to, "I need this." Okay? When you get people at the point where they say, "Oh my gosh, I need this," they're sold. And this is what a really good flip does. I'll give you an example. Um, I've got a gal that I used to coach. Her name is Jessica, and Jessica, fantastic lady, uh, was already a successful coach before she came to me. She had already done a pretty good job of coaching and she had an offer and it was about $7,200. And in the month of December, she had 12 sales calls and she went 0 for 12. Okay, she lives in one of the richest cities in North America. She's a single mom. Her daughter was like 3, 4, 5 at the time. It's Christmas and she made zero sales in the month of December. So she called me and said, Chad, I don't know what's going on. Something's happening. I need some help. So I jumped in and I started helping her with her, with her offer. And I started asking really, really good questions and we were able to fix it. And so we were literally able to 4x her offer from $7,200 to $36,000. We're able to remove about 80% of the stuff that she was offering because it was just getting in the way. And then we went back in the month of January, she did the same 12 sales calls. So she said she made 12 sales calls in December, she sold zero. She did 12 sales calls in the month of January, not at $7,200 but at $36,000. And guess how many she sold? She sold 9. Now you do the math on that. What would 30— what would 9 $36,000 sales do for your business? Well, it rocked her world. It changed her. And now she's a multimillionaire right now as a high-ticket coach. And it sort of started with her mindset shift, her inner offer shift in what she was doing. So as I tell that story, I could literally, you know, people could say, oh, well, that's interesting. But I could flip it and say, how many of you would like to create your very own $36,000 offer, be able to sell it and close? You may not close 9, but what if you close to, or 3, or 4. Wouldn't that be pretty amazing? Right, so see, I could flip it, and just that flip takes it from that's interesting to I need this. And your keynote has got to have that emotional flip inside of there, okay? You have to do it. And so one of the techniques that you can use is ask them to imagine their life with that particular result and ask them their life without it. Okay, so ask them to just simply imagine their life with that particular result. So for instance, at Speakpreneur, like one of the things we do is we write books for people. Okay, it's part of our inner circle package, really high-end package, and we write books for people. And what we've learned is that people who have these bridge books and they have a funnel that's driving a ton of traffic to them, they become the hunted, not the hunter. So they're the ones who are getting invited on TV, they're the ones who are getting top 10% podcast invitations. In fact, when we turn our publicity on most people get so much publicity they're like, can you please turn it off, right? And so, so that, that's a book, right? And so what we, what we can do here is I want you to imagine your life if you had a book with your name on it and a funnel that was producing dozens and dozens of conversions for you, and a publicist, you know, a publicist team that was getting your name out, and you being interviewed, you know, once a quarter on TV and 2 or 3 times a month on a top 10% podcast? What would that do for you? So see, that's called a flip. So I want you to think as you're putting your keynote together, how can you do that flip, okay? So a proof story should make them think, I want what they have, okay? Number 4, number 4. Now we're gonna go with proof, okay? Now your flip story, excuse me, your flip story could be proof. So what I like this to be is I like for the flip story here I like for this to be a longer story. Okay, with proof, what I like to do is I like to, I like to sort of rapid-fire here. Okay, I like to rapid-fire. So here's what this looks like. So the way proof works is, you know, A, that's a person, had this bad result. Oops. So A had this bad result, right? Then they did X, which is whatever your framework is, okay? Then they did X, and then that resulted in in Y. Okay, so this person had this bad thing happening to them, they did this, what I just taught you, and when they did that, that resulted in Y. Okay, so I'll give you an example. So like, for instance, like if you're up here and we didn't get into framework today, that wasn't the point. When we come back up here and we look at this, you know, as I'm doing my teaching and I'm teaching through my framework, okay, so like let's say that I was teaching, you know, on, like I'm teaching you right here, the 5 steps of a highly profitable 6-figure keynote, okay, like what I could say is, I'll make it up, you know, hey, let me introduce you to Danny, okay, Danny could hardly speak, okay, he always wanted to speak on stage but he didn't know what he would have to say, and so we were able to sit, sit down with him and we helped Danny craft an incredible hook, something that created tension, something so he knew exactly what he was going to say the moment he opened his mouth. Okay. And then we helped him craft a 4-part framework that he could teach through that just made so much sense to his particular audience. We worked on the point, we worked on his teaching, we worked on his illustrations, and then we sat down and we did a little bit of emotional work with him. Like, we figured out this emotional turn with him. And then he had 4 or 5 people that he had helped and we were able to highlight those. And then it just opened up the next step for him. And he says, how many of you guys want this? And all these people just stepped right into his offer, right? So for instance, so I could say, you know, you know, Danny had this bad result, then they did my 5-part framework. Okay. And he went from, and you can even say this, he went up, he went from He went from blank, that's negative, to blank, which is positive. Okay, and then this right here becomes, how many of you want that? How many of you want that? Okay, and your proof comes back to your flip. And so after you do your teaching and you move into this flip, then you go into this particular area here, okay, this particular area here, and now you're beginning to give proof. And so I like to do, I like to do A, B, and C, okay, with this. So I like to do point number 1, A, point story number 2, and story number 3. But it follows the frame, same framework. A had this bad result, they did what I told them to do, and that resulted in this. They went from this to this. How many of you want that? Let's talk about illustration B, or, or example B. B had this going on They couldn't even do this. And then they came into the program, they did X, exactly what I just taught them, they implemented in their life or their business, and here's what happened. They went from blank to blank. How many of you want that? Number C, right? They had this bad result, they did this, and that resulted in this, and they went from this to this. How many of you guys want that, right? So what you're doing is you're literally moving people from the hook right into your offer, okay? And then the fifth part of your keynote is offer. Okay, now remember, offer is not a pitch, it's an invitation. Okay, so the way you can set this up is you're gonna say, I wanna invite you to do what this person did, or I wanna invite you to do what this person did, or I wanna invite you to do what this person did. Okay, so I like to use phrases like I want to invite you. What do they do, right? And that's what we talked about. And so you don't want to pitch here, you want to invite. I want to invite you to do what Danny did, okay? And on a small stage, when you're speaking on a small stage, right before here You want to ask permission. You know, so we had this person do this, they did this, the result of this from here to— how many of you guys want to know? How many of you guys want that result? Hey, can I have permission to just tell you about the program that they enrolled in that got them those results? Can I have your permission to do that? Great. Awesome. I want to invite you to do what Danny did. Right? And then the offer becomes the logical next step for someone who's been moved by your talk. And if your talk is built right, then the offer feels like relief, not a sales pitch. Okay, so, but remember, the offer is not the end of your talk, it's the beginning of their transformation. You're not closing, you're opening the door. And so the end of your talk should actually feel like the beginning of their next step. Okay, the end of their talk should feel like the beginning of their next step. Okay, does that make sense? Okay, now I want to go back and I wanna fill in some holes and then we're gonna do some Q&A, okay? The one piece that I sort of jumped over and I did it intentionally is because I didn't wanna spend too much time on that. And that's what we call your, your, your proof story. Okay? That's what we call your proof story. So somewhere in here you're going to have to get like Russell Brunson calls it your epiphany or whatever, but somewhere in here it's going to have to do it. I like to put my epiphany story right here, my proof story right here. I like to put it right there. Okay? You can put it anywhere that you want. I've closed with my proof story, I've opened with my proof story, but to me I found that the most effective place is right here, putting a proof story. So I'm going to come down here and you can call this whatever you want. It's really— I called it proof. It's really your anchor story or your origin story or whatever you want to call it, doesn't matter. This is where you deliver your strongest transformation story. Now let me give you, let me give you a pro tip here. If you, as the person speaking on stage, have struggled with what your audience has struggled with, and you got a result that they want to get, and you're sharing your struggle, you're sharing your journey, and you're sharing your result, the chances of those people connecting and buying from you is great. To the point where— now write this down— at the end of your talk, you want the only thing stopping them, the only thing stopping them from buying, is money. Okay, just write this down. You want the only thing stopping them from buying is money. When you get them to the point where the only thing stopping them from buying is money, you guys are solid because you can figure out the money. You can figure, you can figure the money out. Okay? You can figure that out. So the anchor story then should come in and tell them, uh, tell them a thing. So let me give you the framework for an anchor story. Now this is another talk in and of itself. I do an entire training just on how to build your anchor story. But I'm going to give this to you. Remember, the anchor story, you can put it anywhere you want. I like to put mine right here, okay? I like to put mine right here. You can put it wherever you want, but that's in my keynote, that's where it falls right there. So I'll come out of the gate with some big tension, and then I go right into my story. Sometimes I actually open the gate with my story. So I have a phrase that says, August 11th, 2017. The worst day of my life. Like, that's okay. Now does that create tension? Yeah, it creates tension. So sometimes when I lead with that, I just, I skip the hook altogether and I make the hook my story, okay? Because it's a powerful story. So let me tell you the components of your anchor story. So as you guys are putting your story together, okay, so the first thing that you want is, and, and this framework I'm gonna give you, this is not an order, this, this is a circle, okay? So we're gonna, we're gonna go like this, okay? So it starts with like current reality. Why it's doing that. So we start with current reality, okay? And once again, there's no starting point here, okay? This is who was this person, what was their situation before. I like this to be about you. If you want this to be for you, about someone else, you can, but just know that you're— there's got to be a current reality, okay? Then there's the struggle. Okay, the struggle. What wasn't working? What was at stake? Okay, what was at stake? Then you have what's called the turning point. Okay, what is it about the method you're teaching, or what was your aha moment that just sort of shifted everything for you? Once it shifted, Then you want to figure out, okay, what was the result? Okay, what was the result? Be specific. To be specific, make this measurable. I'll give you an example. So in my anchor story, I talked about this time where I basically lost everything. They were getting ready to foreclose on my home. I didn't want my home foreclosed upon, but I was I was broke as a joke, I didn't have anything. I had just received an award from Russell Brunson as being a top 30 ClickFunnels designer. I went into this Facebook group, basically said, hey, if you wanna work with me, work with me. But I was too embarrassed to like charge money, so I just said, I'll work with you for free, literally no strings attached. The only thing I ask is if I help you build your funnel or help teach you this, that you help somebody else do it. If you wanna, let me know. And poof, my inbox blew up. I put them all in a group just like you're in right now, started helping people like crazy, and then that's when I learned the power of tribe, okay? And this tribe, because I helped them, they started blowing me up to the world, right? And so now anybody who needed a funnel, they promoted me. Anybody who needed a coach, they promoted me. And so now I had like 80 people that I was helping that was now promoting me. And so I'll tell them, like, you know, that's what I learned. That was my turning point, was, you know, when I learned the power of a tribe, when these people started helping me, and measurable I went and said, you know, I used to get 1 or 2 inquiries a month. Then I went from getting 7 to 10 inquiries a day. How many of you would like 7 to 10 inquiries on your product a day, right? So see how that works? Okay, so I was able to do that. So you wanna be specific here, make it measurable. Revenue, clients, impact, recognition, like whatever your measurable is. And then you're gonna move to what we call reflection. Reflection. So what does their life or business look like now? Okay, so I can come in here and I can connect these dots and I can make a model of, you know, of what your anchor story looks like, right? Okay, so current reality, struggle, turning point, result. And you can start anywhere, literally start anywhere. So for instance, like, I could start here in my story. I could start with a result. You know, I could just say something like, you know, I'm pretty blessed to have 4 Two Comma Club Awards and to have been able to coach over 5,200 people in 54 countries around the world. I'm one of the most, you know, I'm one of the most highly recognized business coaches in the marketing, in the digital marketing world. I could start there, but it hasn't always been that way. And I can go to struggle, right? And I could tell my struggle story. I could come down and tell the turning point. And then I come over to reflection and then, and then whatever, right? So you don't have to start with current reality. You can start anywhere you want. There's no right or wrong. You just got to get these components inside of your anchor story. Okay? That's, that's, that's incredibly important. Now let's go to the, let's go to the emotional, let's go to the emotional pull. Okay, let's, let's go to the emotional pull. So, excuse me. So the emotional pull here is it's one thing to have a story, but if you don't have an emotional pull to your story, then what was the point? So what I— the reason why I like to put my anchor story way up here is because I can pull them with emotion through the rest of it. So what is emotional pull? Let me just see if I can show you. I keep thinking about what would have happened if I had never built a keynote, man, I would still be broke. I'd still be invisible. I'd still be undercharging. I'd still be wondering why the content wasn't converting. But creating a keynote changed everything for me, not because it was perfect, but because it was purposeful. So that's an emotional pull. I'll give you another one. Here's what I know about you. You have a message. You have expertise. You have people whose lives would be different if they could just hear what you know. The only thing standing between you and a 6-figure keynote is a framework, and now you have it. Did you see how that worked? See, that's an emotional pull, right? So when I'm, when I'm, when I'm, when I'm bringing them down through this process, I need an emotional pull. So let me give that to you again. I want you to just tune me in here, okay? I'm gonna, I'm gonna show you how powerful this is even on, even on a screen, okay? So here it is. Those of you watching on Instagram or YouTube, pay attention. Watch this. Here's what I know about you. You have a message. You have expertise. You have people whose lives would be different if they could simply hear what you know. The only thing standing between you and having a 6-figure keynote is a framework. And now you have it. But what are you— and this is my transition to the offer— but, but what are you going to do with it? I want to invite you to do something. I don't want you to buy a program. I don't want you to sign up for a course. I want to invite you to make the same decision that John made, to stop waiting for the right stage, the right moment, the right audience, and to build the talk that changes your business. Did you see how that went? So that emotional pull, you— I want you to put in there, and that's what's going to move them from proof to offer. Okay, it's that emotional pull, and it's all grounded in your anchor story. Okay, it's all grounded inside of your anchor story. So when you come here and you do that emotional pull, you say something like, you know, the offer, which is really the invitation. Okay, now what you can do is you can move them, you can move them to the next part, which is the call to action. Okay, which is what did you— what are you gonna do with it? Okay, and then so here, here, this is this little technical, so I'm gonna just come down here, call to action. I'll give you the components of it. You ready? And by the way, if you guys want my notes, I'll just— I'll give you guys my notes. Okay, so here we go. So what you need is you need what's called a name. Every program starts with a name, description, outcome. So NDO. Name, description, outcome. So what are you gonna— so my invitation would say something like, you know, I want to invite you to do something. Not buy a program, not sign up for a course. I want to invite you to make the same decision that Johnny made. To stop waiting for the right stage, to stop waiting for the right moment, to stop waiting for the right audience, and to build a talk that changes your business. That's exactly why here at Speakpreneur we created our masterclass program. Name, our masterclass program. Okay, masterclass is an interactive coaching and training portal— description— that allows you to be able to take your idea and turn it into a keynote as quickly as possible so you can get on stages and you can start getting visible and inviting people to work with you in less than 90 days, right? So that's name, description, outcome. Right? You want to be able to describe. So the name is— what's the name? The description, this is one sentence, okay? And the outcome is measurable, okay? I hear. So you're gonna have name, description, outcome. The second, especially if you're selling on a small stage, is to once again ask permission. Okay, so name, description, outcome. Second time you're asking permission. Why do you ask permission twice? If you're on a big stage, you don't have to do this. Small stage, ask permission twice. Why do you ask permission twice? The reason why you ask permission twice is you want to get them to say yes, and there's a psychological trigger here called yes. Okay, what are they going to do, say no? They're not going to say no. Hey, are you guys sure I have permission to share this with you? Yes, yes, yes, yes. And you're getting them to say yes, like, come on, give it to me, I want to hear this, right? And you're pulling them in. That's why you do this. Okay, can I have permission to tell you what I have? Because I want to make sure it's right for you before I ask you to invest. Okay, that's how I like to ask there. Can I have permission to tell you what I have? Because I want to make sure it's right for you before I ask you to invest. What I want to do is partner. Here's the second P. What I want to do is I want to partner with you to help you build a talk that generates real revenue, real clients, and real impact. Not someday, but this year. How many of you guys want that? Okay, so that's permission. So the first part of your call to action is name, description, outcome. That's exactly why I created name, Description, outcome. Now, can I have your permission? One second. Can I have your permission to tell you what's all in here? Okay. Because I don't, I want to make sure that it's right for you before I ask you to invest. Now partner, what I want to do is I want to partner with you. So now you're bringing us together. So now we're on the same side of the sale. What I want to do is partner with you to help you build a talk that generates real revenue, real clients, and real impact. Not someday, but this year. Okay. And then the, the final part is what we call next. Okay. Next, tell them exactly what to do next. Is it an order form? Is it a QR code? Is it a link? What I want you to do is I want you to find the link around this video and I want you to click it. What I want you to do is I'm gonna put a QR code on the screen and I want you to scan it. What I want you to do is once you click the button, it's gonna open up an order form. Whatever is next, you're gonna tell them exactly what to do next. Then you're gonna add urgency that's real, okay? So next, and then we're gonna do what's called bonus. This is all part of one here. Bonus, okay? Add urgency. Hey, if you decide to jump on today, then here's a bonus. Or it could be something like, hey, just so you know, These are limited spots, they're not fake spots. I'm gonna take you to dinner tonight, I've only got reservations for 8, okay, and it's me and my business partner so there's only 6 spots available. Or it can be something like, listen, I can't do this for everybody, but, right, so whatever your bonus is you wanna be able to create some kind of urgency, scarcity urgency with a bonus, okay. And then you wanna end with a line that reconnects the hook. I know I'm giving you a ton, so you guys are gonna wanna watch this over and over, but I'm giving you a tired day's worth of training here in just an hour, okay? You're gonna reconnect the hook. You wanna bring them full circle. So you could say something like this. At the beginning of the talk, I asked you, when was the last time you were the person who owned the room? I want that to be next week. I want it to be the next event you speak at. I want it to be the next Facebook Live you do. You have the framework. Now let's build the talk. Who's in? Right? And so my offer, like if I was doing this, I could help you build a talk, right? So that would be the offer. And so what you, what you do now is with your call to action is you give it a name, description, outcome. You ask permission, then you tell them you wanna partner with them. You tell 'em exactly what to do next. Any bonus or urgency or scarcity, you put that in there and you reconnect the hook and you tell them again what you want to do with them. Okay, and then when you tell them what you want them to do, okay, what you want them to do, if you're ready, let's go. And that's it. So you do see how that's not pitchy, how that's not salesy? That's, that's the art of creating a 6-figure keynote, okay? That's the art. So I'm just gonna recap here for those of you who, like me, you like to go to the end. I'm just gonna recap so you have all this. And then if you guys would like my notes, I want to give you a I want to give you my notes. I know if you guys are in the night school program, you can't click it. I'll just send it to you anyway so you don't have to ask for it. Those of you who are on Instagram or YouTube, if you would like my notes on everything I just spoke on, just comment notes and I'll shoot them over to you so you have these. Because this right here, folks, is the power of a keynote. This is how to create a 6-figure keynote that converts. Okay, so let me just— I'll just recap and then we'll, we'll move on. Okay, so the first thing is, is everything rises about you. You want your keynote to be about you. Okay, you, you have a superpower that solves a problem. You have a system, superpower, or skill set that solves a problem. You're gonna put that in a logical and linear framework. Okay, from that, we're gonna create many things, but the first thing we're gonna create is a 6-figure keynote. The 5 components of a 6-figure keynote— there's really 6 components. The 6 components of a 6-figure keynote is the hook, the PTI, the flip, the proof, the offer, and the call to action. The thing that drives it all together, the thing that connects it all together— I don't know why I did that— but the thing that connects it all together is what we call your anchor story. And we'll get to that in a minute. Okay, so we set a hook. It starts with a big idea. Okay, the big idea. Then the PTI— you have a point, make it a declarative. So in other words, a sentence, a statement. It's not skill, it's have a skill, like put a declarative behind it. Okay, so PTI: point, teach, illustrate. Okay, but teach— 4 different types of teaching or illustrations. Okay, flip— this is the— this— that's interesting. You're gonna flip it from "that's interesting" to "I need this." This is where the emotion comes in, okay? Proof. A had this bad result, they did exactly what I told them, that resulted in Y, they went from blank to blank. B had this bad result, they did exactly what I told them, that resulted in this outcome, and they went from blank to blank. And so you're gonna get proof, then you're gonna ask permission, okay? You know, can I have your permission to show you exactly what we have to offer and show you how these people got the result that they want? Yes. And then you go into the offer. I want to invite you to do what these people did. Okay. Call them out by name. Okay. And you just, you go in through that and then you do a call to action. Okay. Go to call to action. Here's the components of your anchor story that we redid. Okay. And the call to action framework looks like this: name, description, outcome. The name needs to be simple. The description needs to be one sentence, and the outcome needs to be measurable. Ask permission again. This is the second time you're asking for permission. Then you ask them to partner, okay? And then once you do that, then you move. You tell them what's next. I'm going to give you an order form, a QR code, a link, whatever. Then you do any type of bonus, or this is called the BUS system. So it's, um, bonus, Urgency, scarcity, the bus system, and then you reconnect them with the hook and you tell them to do it. Okay, so these are the components of a 6-figure keynote. So if you guys are on, we'd love to be able to help you guys as much as possible. We have an entire program called MasterClass here at Speakpreneur. Where we help you create and design your entire 6-figure keynote. We help you create a pitch deck that sells. We help you work on your, work on your offer. Okay, if you want to take the next step with this, we even go a little bit further. We create your entire, um, we, we create your entire speaker reel. We, we, uh, we create a sizzle reel for you that you can play when people introduce you. You can show on your social media. It's pretty powerful. We even write books for you. Okay, so you have a ghostwritten book. We have a publishing company, a publicist company. We do everything to take you from not known to being a 7-figure speaker. It's pretty awesome. And what I want to do is I want to offer you guys an opportunity to come into our masterclass program. I just want you to shoot me a DM. You can't do this online. You have to shoot me a DM and I'll send you a private link into this, only because the link that I'm going to be sharing with you, we only share it here because if you were to buy this Online, MasterClass costs $5,000. If you were to buy MasterClass at our event, you're going to have to pay $2,500 in cash. Okay. We have a special process here where you can come on. I'll even give you a payment plan. If $2,500 out of your pocket is too much to get your keynote, your pitch, and your, your framework done, if that's too much for you, just shoot me a DM and I'll send you a link where you can get that for 12 payments of $297. And we're gonna let you stay in that coaching program the entire time. It's gonna be pretty awesome. And so I'm not gonna— I'm not here to sell you. I'm here to invite you to get your business off the ground, to get your keynote off the ground, and let's get you inside of MasterClass. And what you'll do is anybody who sends me a link, I'll actually jump on a call with you. I'll show you the details. We'll break it down step by step. If it's for you, I'll send you a link so you can jump on and buy it. If it's not for you, hey, we'll high-five each other and, uh, we'll, we'll move on. And I'll still give you my notes as a way of saying thank you for jumping on. So, all right guys, if you guys are on social media, we'll see you guys later. If you guys are in night school, stay there. We'll be right in for Q&A.