← Do This, NOT That: Marketing Tips with Jay Schwedelson
Do This, NOT That: Marketing Tips with Jay Schwedelson
GUEST: STOP Boring Your Audience! Public Speaking Secrets! 🛑 GUEST!! Bestselling Author and Founder of Speaking School w/Eileen Wilder | Ep. 481
00:21:06
Loading summary
Transcript73 lines
- [00:01]
A
Welcome to do this, not that, the podcast from marketers. We share quick tips, things you can do right now, and then we add a little bit of chaos at the end of every episode. We also keep it short, like this intro. Let's check it out. We are back for do this, not that. And I could not be more excited about who is here. I am being so real. So let me tell you who is here and then why I'm so excited. So Eileen Wilder is here. Now, you may know Eileen Wilder because she's one of the biggest names out there speaking about sales and about how to get people going and all this stuff, but let me tell you really, why she's here. There's very few times that I go to a session and see somebody speak that. And that's not just because I'm not, like, some great speaker or whatever, but usually I go to a session, I'm like, this is so boring. And I do a fake phone call, and I want to get out of the room because I can't take it. And I didn't know who Eileen was. I'm sitting in this room, and she gets up to speak, and it blew my mind. She is on. She's like, on the Mount Rushmore of public speakers of anybody that I've ever seen speak. And we're going to talk today about all of that. But her story is so inspiring because she didn't, like, come up the ranks. Like, I'm going to be a public speaker, and I'm going to teach people how to sell and do all this stuff. She has the most wild background. And for anybody out there that's like, you know what? I. I'm stuck in this one thing. I can never do something else. Eileen is here to tell you otherwise. She went from being a pastor for 20 years, okay. And she pivoted. And within just two years, she had a multimillion dollar business. Who can do that? Eileen can do that. She is here. I'm so excited. Welcome to the show.
- [01:47]
B
Thank you, Jay. I'm so pumped to be here. Be so fun.
- [01:50]
A
All right, so. So I did a horrendous job of explaining who you are, because I got very excited. I was all over the place. Can you tell everybody who you are and how Eileen became Eileen?
- [02:02]
B
Yes. Well, primarily, j. I help people, you know, crush it from stage, not be boring, and install a virtual event to accelerate sales. Now. But I'm close to 40. I was a pastor like you said, and I was past pastor, but I was also super broke, so I was living in an apartment, a two bedroom apartment, three kids. My husband was Uber driving just five years ago. And since that time and since we learned how to communicate, help other people communicate, we've done over about $14 million in sales. And now just growing our business like crazy and helping people like crazy. So super fun.
- [02:38]
A
Okay, so wait a minute. Let's unpack this a little bit. You're in your small apartment, your husband's driving an Uber. This is five years ago.
- [02:47]
B
This is five years ago. Yep.
- [02:49]
A
Yep, five years ago. And what happens? You wake up and you say, oh, shop with the. Don't deliver the pizza. I got a new idea. I'm gonna make a lot of money. Yeah.
- [02:57]
B
Yeah. Well, this so cool. I. I went to a conference, which I. I love events. And so I learned about how to do an event, like how to host an event and how to speak at that event in a way that you could sell something, especially Jay, selling something premium or like a coaching consulting offer that was high ticket. I was very nervous to do it my first time, and I got six people in my very first event. But I learned how to communicate in a way that caused people to want to buy. That's the big difference that I see between, like, boring speakers and speakers who crush it is they're able to cause desire from the audience to want to buy, whereas boring speakers are just, like, lulling everybody to sleep, and therefore zero people want to buy. So I learned how to create this desire in the audience to come toward me to apply, to get on the phone. And I did $108,000 in that one event. So I did. So I went from, like zero, nothing to being able to have this skill. And then I like, did 108,000, and I turned to my husband and I was like, babe, you gotta quit Uber tonight. We gotta go. We're going all in this. And that's what we did. Yeah.
- [04:07]
A
So, okay, so. So you went to this conference, you learned how to do it, you start doing it, and now you're making some money. Whatever. But let's unpack a little bit for everybody that's listening, because everybody that is list listening, they might not get on a big stage. Maybe they present on a zoom. Maybe they talk to people in a conference room, a small thing, or even a group of people at a cocktail party. What is, you know, the Eileen secrets to, number one, not being nervous when you speak, or do you always get nervous? And then how do you capture attention fast? So people are like, yeah, I want to listen to this person.
- [04:41]
B
So good. Yeah, well, let me get, let's capture attention fast because most people can just, with this one little move, they can instantly form more magnetic connection with people. And the big speakers do it from stage too. So it's a move called going from I to you. So when you meet somebody, normally, they'll say something like, jay, tell me what you do. And you'll be like, I. And then if we can make that as short as possible. Okay, like Jay, if I asked you, Jay, what is it that, what you do, what would you say?
- [05:10]
A
I have a digital agency and I sell media products.
- [05:14]
B
Yeah, perfect. And then as soon as Jay's done saying that sentence, if Jay can switch to you and you'll see, great. You know, networkers be able to just be like, what do you do if we switch to you as fast as possible? That's the key to engagement. There have been studies that show that the brain lights up when it hears the word you. And this is what most speakers are not doing from the platform.
- [05:39]
A
So what does that mean? How do you switch to you? So when someone says, what do you do? You say, you sell digital media products.
- [05:46]
B
No, no, no, sorry. So you're like, yeah, I run a digital agency and I sell media products. You, you could go immediately, like, tell me what you do.
- [05:54]
A
Oh.
- [05:54]
B
Or you could say, thank you. You could say, you know how, you know how people struggle. This is a great next. This is a great, like kind of follow up liner. Like, you know how people struggle with getting their marketing to work. Well, what I do is I install a marketing system inside of businesses that immediately drives leads or whatever you does. That makes sense. So you're going to go to, you know how, you know how or what do you do? We're going to just move to you. Yeah.
- [06:24]
A
And is that why you've. Okay, so now you start out your web presentation, your talk, whatever, say like literally is instantly relatable. Like, you know, you know how you have this thing that blah, blah, blah, and then everybody's like, yeah, that's me. And they connect. That's the move.
- [06:38]
B
Yeah. Let me get. Let's, let's say you're walking into the boardroom, you're walking into the room, walking into the platform. You're gonna. A great first liner here because now I can't have an individual conversation with Jay. I'm gonna go to a, to the whole room. I'm going to say, how many of you? Boom. So it's in the first, like, couple words there. Helmet. How many of you. Fourth word. How many of you Would like to install a digital marketing machine inside of your business that's going to drive sales and leads. Somebody shout. That sounds good. You know, so we're just going to go. That's called a universal question. Universal question. Just everybody saying yes. How many of you now, immediately you have the room right there.
- [07:22]
A
So now what? Now I got the room. What do I got to do next?
- [07:26]
B
Well, what I love to do is. So you want me to kind of walk you through, like, first come a couple of moments during a presentation. Yeah. So we're going to go, how many of you? Universal question. And. And then you. This is what I like to say. I say, like, in today's short presentation, I'm going to show you. Boom, boom, boom. So now. Now the audience is like, number one, I've. I've got command energy, so they're. They can relax now. They want to feel like every. All of us want to know the speaker is not going to waste our time.
- [07:56]
A
Yeah. 100%.
- [07:57]
B
So. And if I have that command energy coming on the stage, lowering my tonality. How many of you. Okay, so. And then I go. In the short presentation, everyone loves j. A short presentation.
- [08:10]
A
Yes.
- [08:11]
B
Agree. You know. Right. So in the short presentation. And it is. I don't. I don't care if it's not short. Just say it's going to be short Anyway, in a short presentation, you're going to boom, boom, boom. I'm going to show you this, this, and this. Everybody. Now you can almost see it in the room. Exhales. Everybody's relaxed. Where now we know somebody who knows how to drive the car is driving the car. You know what I mean? Like, when you know, you're like, you're with a good driver.
- [08:35]
A
Yes.
- [08:36]
B
You're like, I can relax.
- [08:39]
A
Right? Okay. I love this. And so first of all, the greatest thing you've ever said is that. Tell them it's short even if it's not short, because I'm going to use that because it's so true. I mean, that's why this podcast is short. But, like, no one wants anything long. It's just. And it's ridiculous.
- [08:57]
B
It's too much.
- [08:58]
A
Too much. It's like when I go out for dinner, my wife would be like, okay, we have plans with this couple. I go, where are we going? If it's more than 20 minutes, I'm like, zero percent. I'm not going. I'm not going. I'm the same.
- [09:13]
B
I'm the same.
- [09:14]
A
Yeah. Too far. Too far.
- [09:15]
B
Too. It's too much.
- [09:17]
A
Too Much. And so now, okay, now you go through the things. You get everyone going. Is there, like a closing thing to really close the deal?
- [09:24]
B
Yeah, yeah. Well. And I mean, and just kind of like, few. Few kind of peaks I'd hit after that opening. I hit, you know, my. My origin story of how did I discover this digital marketing system? Now we're bought into. Tell me more. Now, this is where you can feel the desire. Then I'll go into, like, how the system works. And then as I close, I'm gonna probably do a case study. Something that worked for me or a student. And that just seals it with another story. Anchors the authority. This dude knows what's up. And then what I like to do, Jay, is I like to close actually kind of with. I call it a Mr. Rogers ending. So I close with, like, a piece of literature that might be well known. It could be like a poem. It could be sometimes song lyrics. I can give you an example. But as I do that, I'll say, like, in closing. And then I'll share something that's meaningful. And you can almost hear the audience at the end of that go, and. And then you say, thank you so much for ha, like, having me. The audience just stands to their feet. It's like. It's like a performance.
- [10:29]
A
So wait a minute. What do you close with? Like a sentence from Pearl Jam? What do you mean?
- [10:33]
B
You close with a song, you know, that might be. That should be yours. So let's write down.
- [10:40]
A
Yeah, like, what are we closing with?
- [10:42]
B
Yeah, like, for instance, there's a. You know, I would say pure imagination. I'm thinking of the. You know the movie Willow.
- [10:52]
A
Yes. I'm Augustus Galoub. I like the chocolate.
- [10:55]
B
Okay, so Gene Wilde, he sings this song called Pure Imagination. Now, almost every child has heard this.
- [11:01]
A
Yes.
- [11:01]
B
So I'll. I'm. I'm kind of inspiring people in my speeches. So I'll say in closing, I would like to close with this. This song from Willy Wonka's Pure Imagination. And then I go right into it. And it's almost like this childlike Jo. This anchored memory of pure, unbelievable, like everything's possible. Feeling comes across the room. So it's like it's emotion. What we are trying, what we're. What we want at every peak and valley is low emotion, high emotion. This drives the sale.
- [11:35]
A
Wow. I like that. I like also like Lego Movie when they say everything is awesome. I'm going to use that song. That's going to be my song.
- [11:42]
B
Yours is going to be so on brand.
- [11:46]
A
Unfortunately, that's exactly right. So, okay, I have another thing I want to talk about before I get there. Do you. You were a pastor for 20 years, so I feel like you have a cheat code. Like, you don't get nervous at all when you go on a big stage. You're like, I've done this four billion times. I'll. I don't care. Or do you still, like, have to hype yourself up? Like, how do people get over nerves?
- [12:09]
B
Yeah, but I mean, I think sometimes people, they do say that to me. They think, oh, you're a pastor. So I mean, I think people don't. I used to have anxiety attacks even as a pastor, so I, in fact, one time I ran off the stage when they announced me. So I've, I, I've seen, I've done it all right. So yes, I still do get nervous. I've learned a couple reframes in my mind that redirect that nervousness into excitement. So for me, I have to reframe and I can give you some of those if that would be helpful. But I'm just going to reframe some of those thoughts so I can tap into an excited energy rather than a tight, rigid, pulled back, fear energy out
- [12:47]
A
of the woods to it.
- [12:48]
B
Do you want me to mention some of those things?
- [12:50]
A
Yeah, yeah, please.
- [12:51]
B
So one of the things is to think about your audience, how the audience has no idea what you know. Like, we do not know, Jay. What you know and what you know would change our lives. So if you as the speaker are backstage and think about the one person in the audience who was like you 10 years ago and who's like, would do anything to have achieved what it is that you've achieved and to know what it is that you know and to speak to that one life and think about that life like I am that person's best hope at like achieving success, then you're motivated. Now it's like we're getting out of ourselves and we're focusing on them. They do not know your content. Like, the lack of the gap between where they are and what you know is so big. They need you so bad. So we're just going to focus on how much they need what it is that you have. And that starts to pull, that has a pulling energy rather than a pushing demand energy.
- [13:53]
A
I love that. I'm going to use that. That's actually really, really helpful. So while I still have you, there's one topic, and this is my own consultation right now. So I have never been comfortable. I want to get comfortable selling like products, if you will, content products or selling like access to videos or whatever, all that stuff. That whole world. Yeah, I've always felt like I should give that away for free and then I'll sell my business services, whatever. I'd love to be, I'm being honest, I'd love to be in that business, but I feel nervous asking people to spend a lot of money on stuff. I feel like this is crap and it's not worth it and whatever.
- [14:38]
B
How, how do you get over that?
- [14:40]
A
How do you, daddy, go over that? And is that a real thing? And, and, and like this is your world, you're selling these products. How do you do it?
- [14:48]
B
Yeah, I, I built up conviction, but it was when I realized that your information in your mind has like inherent intrinsic value on its own, aside from you so differentiating, like taking almost what it is that you know. You know, Jay, like this is my energy drink. Right. But like it's outside of you, Your system, your knowledge, your consultative experience, your steps, your frameworks is separate from you. It is not you. It's not. And you're not even 100% attached to that delivery. Your knowledge has intrinsic value. And this intrinsic value, if somebody gets it, is could move the needle significantly in their business. So that I'm going to, I'm going to focus my mind on this ener, like the result of this. Once it hit someone's business, how much could, how much could. Let me ask you this. How much could like your framework, like accelerate revenue or drive sales in a business? Jay?
- [15:51]
A
A lot. A lot. Yes.
- [15:53]
B
What would be if you were to brag for a second, what would be like a, a client that you've worked with or a company that like really experienced a big result?
- [16:02]
A
Yeah. They've seen multiple, you know, multiple seven figure revenue growth from like just a handful of sessions.
- [16:10]
B
Okay, that's nuts.
- [16:12]
A
Right? And I, and, but that's, and I'm like here, here's my information. And so that's why I'm like, I'm not playing the game.
- [16:20]
B
Right, well then, so a great move for everybody listening is to have a VIP day. Like just one day. Like what could you do with a business in one day? And then what I'll do is I'll, I'll kind of like price anchor that day really high and then also just give people like a special deal. Like normally I charge, blah, blah, blah for a VIP day. Normally I charge. Now this is like we're over well over six figures here. Like normally I charge that here but for you, I could do this at this price. Let me give you an example. So my VIP, Jay, is $250,000.
- [16:56]
A
Whoa. What do you get for that? What do you get for that?
- [16:59]
B
Well, before I tell you what you're gonna get one day of my time for me to. Yeah, I know. And then I'll say, now, for you, in this situation, I'm gonna. I'm gonna let you into my VIP day for a hundred thousand dollars down and 25% of the revenue for the first six months. Pause. Which option works better for you?
- [17:26]
A
Well, definitely the cheaper one. But I have a very real question. First of all, you're worth a million dollars or more, don't get me wrong. But, like, do people do it?
- [17:36]
B
Yeah. So. Yes. I mean, I just. Yep. Yeah. I mean, I just sold. I was just on a private jet with four of them together doing a group VIP day. So I do.
- [17:47]
A
Can I ask you a question now? I feel like I'm on a one on one call with you. Do you just. When you promote that, do you send out an email to your list of people saying, hey, you want to hang with me for a day? Give me a hundred grand? Like, and then you get. People say, yes, I do.
- [18:03]
B
I mean, there was a quote I heard from my friend Myron golden, who said, the offer you don't make, no one can take. Right? So if nobody knows about the. If the offer isn't made, no one can pay you that amount, Right? So what I've done is like, voice memo drops. So, like, I'll. I'll record a voice memo, and then it gets blasted out to my hot, hot, warm leads and be like, hey, Lean's got a jet coming. Like a jet trip coming up. If you'd like to take us up on this, like, kind of hop on this one. We'll go to a call with somebody on the team. Yeah. So, I mean, you kind of swipe that aside. The. The point is your knowledge, Jay, Your eye on the right avatar, the right business could produce multiple millions without you having to do anything.
- [18:50]
A
Wow.
- [18:51]
B
Like, imagine if you met with their whole team, their whole marketing team. Like, say, you know what I mean? Like, you had, like, a CMO or maybe C suite, whoever. I don't know. A bunch of people, like, look at their. I don't know, you know? But you're. You're doing. I'm going through the whole business in that VIP day. Like, do this do now. You got to do this. Install this here, blah, blah, blah. You know, like, you could. You would crush.
- [19:15]
A
Well, thank you. I'm excited. First of all, I'm excited about you being here. I learned a lot. This is all amazing. Everybody's gotten involved here. So Eileen wrote a book. It's called Move the Room. Okay. If you. It's not just about speaking on stage. If you ever have to talk to a small team on the zoom, if you have to talk people in a conference room, if you have to go to a cocktail party, if you're nervous about going to thank Thanksgiving and talking to annoying relatives, Move the Room will help you, I promise you. Eileen Wilder. We're going to put all of her stuff in. Show notes, Instagram, the whole thing. Eileen, what else should people do to get consumed in your world?
- [19:54]
B
Aw. So, thank you, Jay. Movetheroombbook.com is where you can grab. It's free. We've covered the cost of the book, and these people just pay for shipping. So it's our gift to you. So movetheroombook.com. yeah, that's it.
- [20:07]
A
Every time we get to spend time together, I learn a lot. I get excited. Excited. Thank you. You are wonderful, and. And I appreciate everything you shared.
- [20:15]
B
Thank you, Jay. Thanks for having me.
- [20:17]
A
All right, wait. The party is not over. Go to jweddelson.com because I want to do stuff with you. I want to partner with you. When you click on the button, partner with Jay, you let me know what you got going on. Work with my agency. Work with me directly. Get access to all of my free resources@jschwedelson.com and I got a book coming out this April. It's called Stupider People have Done It. And all of the net proceeds are going to the V Foundation for Cancer Research. Go on Amazon. Buy Stupider People have Done It. That way, you can help kick cancer's butt with me. And if this podcast wasn't the worst podcast you've ever listened to, it might have been. Leave it a review. Follow the show. You are awesome. Go out there and crush it.