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Private Practice Startup Podcast
Episode 175: How to Become a Dynamic Presenter
00:30:36
Kate Campbell, PhD, LMFT & Katie Lemieux, LMFT
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- [00:02]
A
Welcome to the Private Practice Startup Podcast where we help ambitious private practitioners across the globe to brand themselves and grow their dream practices. We chat with successful private practitioners, business coaches and marketing experts, bringing you tons of practice building Ninja tips. Visit privatepracticestartup.com for awesome resources, attorney approved private practice paperwork and our signature marketing E course. Here are your co hosts, Dr. Kate Campbell and Katie Lemieux. Hey there startup. Hello and welcome back to another episode of the Private Practice Startup podcast. So we had to do some juggling for this episode, unfortunately. I know that I had announced last week that Hal Elrod, the author of Miracle Morning, was going to join us today. Unfortunately he's battling some health issues, so we will rebook another time with him. But Kate and I had the slot so we decided we were going to jump in and do a podcast on the fly. Really talking about one of my passions. And the title of today's podcast is going to be how to become a Dynamic Presenter. So if you're really looking to level up or adding presentations, trainings, live events to what it is that you already do, this podcast is going to be perfect for you. But of course, before we get started, we hope you guys joined us last week as we took a step back and really just spoke with Fernando Campos, lmft, who was also a patch past coachee of ours and really just dove into his success story, where it started, the middle of it, and where it is now. So you won't want to miss that for sure if you are brand new to us. We wanted to say thanks for stopping by and deciding to listen to our podcast. We greatly appreciate it and we have a gift for you. That is our A to Z cheat sheet, the essentials for building and growing your dream practice. Head over to private practicestartup.com check out the resources tab and there you will see it. It will also come with five days of practice and building emails to support you in your journey. And for our loyal listeners, we just wanted to say welcome back.
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B
Yeah, I love that we're talking about this episode on the fly. We're thinking about something that we haven't talked about yet that a lot of our coaches ask about. A lot of Startup Nation ask about training and presenting and workshops and how to go about it in a way that you can really connect with your audience and not only connect with them, but really inspire them to want to work with you, to want to know who you are and what you specialize in and how you can really help them. And this is an area that Katie absolutely shines in. She gets on stage and she like lights up. It's something that she absolutely loves and she's born to do. And it's actually something that is not something that I necessarily love. So you're gonna have like two different approaches to it. I've grown to love it and really enjoy it in terms of really connecting with Startup Nation and providing value for them. But I'm not someone who is a natural born presenter by any means. I am actually someone who had a huge fear of public speaking for a really long time and I know that's something that also a lot of clinicians struggle with. I'm an introvert by nature and being in front of a lot of people takes a lot of energy for me. I know when Katie and I do our trainings I need like several days to recover afterwards just because it really does take a lot and it's not something that's a natural strength of mine, but I have done many of them and had a lot of practice and so I've got better and better at it over the years. But this is actually how Katie and I were, I guess, born in business together, how we got into business together because back in 2000, gosh, it was before 2014, because we launched our first company in 2014, probably 2012. I had attended a training here in Florida and It was a 16 hour training and it was super, super boring, kind of like watching paint dry. And if you're anything like Katie and I, we're totally allergic to boring trainings. And I left that training going, oh my gosh, this. I can't, I can't imagine any other therapist sitting through this boring training. We've got to become presenters and to offer the Florida qualified supervisor training in the state here of Florida. And so I reached out to Katie because she is someone in my mind who is just a dynamic presenter. Exactly what we're going to be talking about on this topic today. And I reached out to her and we were already working together on the Broward association for Marriage and Family Therapy as president and Vice president for several years and worked really well together and decided to start offering the Florida Qualified supervisor training around the state of Florida. And we launched our first company, K2 Visionaries, and that's really how our business was actually born, which is really cool. And here we are many years later and really have grown and specialized and continue to present and it's really taken off in a completely different direction. It's been a wild ride and a very fulfilling one at that. And so I'd love for you guys to hear Katie's perspective on really what it means to be a dynamic presenter and what that entails. So, Katie, take it away.
- [05:10]
A
Awesome. So one of the distinctions that I want to make, actually, and Kate and I were deciding on the title, and because we teach marketing, we also have to market to what it is that you guys understand and know. So we're talking about the title. And I said, well, why don't we talk about what it means to be a dynamic trainer? And Kate said, well, I don't think that people really get that they. They associate it more with a presenter, but there is a distinction that I'd like to make between the two. So a presenter really is someone who just kind of gets up there, stands up, and they present their information where a trainer. And one of the definitions that I really love about a train, it's your job to control the energy of the room. So a trainer who is really awesome and dynamic, and you leave that training feeling like, oh, my God, that went by so fast. I had so much fun. And you feel alive by that training. It's because that person knows how to manage and control the energy of the room. The reality is, is that someone can have amazing content, but if they don't make you excited as the audience, it doesn't matter what they say. Right. And Kate and I talk about this constantly in marketing, is that we buy based on emotion.
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B
Right.
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A
Majority of us make decisions based off of emotion, but I think it's like 70 or 80%. So when someone identifies you as a dynamic trainer, that means you've done a really good job of really engaging the audience. And not only engaging the audience, but being able to read a room. So there's lots of tricks and things that I'll go over that I've learned through the years. I've also taken trainings on how to become an awesome trainer. And my journey starts back when I was 26 years old and I was working at Henderson Behavioral Health here in South Florida. And I had been in a supervisor role and we had brought in actually a trainer to roll out case management services. Gosh, I'm like. I'm blinking on the name right now. I can't remember. It'll come to me. So there was a lot of training involved, and the whole idea was the trainers would come in and then there was a select few of us to do, like, train the trainer programs and then teach to the rest of the case management staff. And the really cool thing is, here I am in Community mental health. I think at the time maybe I was making maybe $37,000 as a supervisor. And so one of the cool things is the training offered us a ton of money at the time and I think it was like $1,100 for a full day. So one of the great things about presenting and training is you can make an awesome income with that. And I know when Kate and I have done our live events, we've made upwards between around like 18,000 dol. We've also learned how to sell from stage right? So there's a lot of aspects that go into, you know, creating training and doing training. One of the things, and I totally relate to what Kate was saying is I remember sitting in a lot of boring trainings and you just like, are doodling or like you're spaced out and you know, the content could be great but you're not really getting it and you don't really care and you know, that's not really valuable to the presenter or trainer's time as well as your time. And I remember one of my, one of my superhero natural talents is I want to know, like, I want to be able to have the audience have an experience and I can quickly create just off the top of my head, like, okay, this is the experience I want them to have. And I can kind of create, you know, some type of experiential exercise. And so as I was getting trained by the trainer to do the case management stuff, I'm still like trying to rack my brain for the name. It'll come to me anyways. It'll come to me. And I would sit and I would think, okay, well what do we want them to know and understand? Because we also know that people really retain information based off experience. It's not about reading off a slide, it's not about your fancy PowerPoints. And in fact, that creates a lot of like icky energy in the room, right? If you guys are relating to this, right? I'm sure you've been to presentations where there's bullet points and a lot of information on the slide and that's just not really good. So I remember going through this and a lot of the people that I worked with really enjoyed working with me because I was able to create these really quick experiential exercise to really engage the room. I know early on and I don't know if I had done this somewhere or if I had just kind of thought about it, but you know, lunchtime, after lunch, the energy starts to dip down, right? People get tired, they've eaten. And so you also have to be very aware of the outline and what's happening in the room as well, and especially after lunchtime. So I remember as we came back from lunch one day, I said, you know what? We're going to do the Macarena. So we got everybody up and it was really funny because the training room that we were teaching in had video cameras and HR could see into the training. And all of a sudden, Maria, bless her heart, I love her, she comes running in, joins the Macarena. And it was like, this is so fun and so amazing. That's really what you want people to get to say about your training or even presentation. You can do an hour presentation, but again, the way that you manage the energy of the room is really what's going to stick with people. So that's just kind of a little bit about my story. And like Kate had said, the reason that we got together and are now the private practice startup today is because of this whole training concept. So really, this is where the idea of what we're doing was born for sure. You know, interestingly enough, is that, like Kate said, it's funny, as I hear her talk today, you know, she's. I'm finally used to Kate saying she's an introvert. You know, she would say that, and I would be constantly surprised about that because Kate is actually a really good trainer. You guys would never know that she's an introvert and that she goes into her turtle shell and literally for days she really gets wiped out by the trainings. If you guys saw some of our initial videos, right, you could tell Kate was not comfortable, but she's really awesome and we work very well together. You know, one of the things I think about, you know, when I think about training is really learning how to engage the people, right? So how is it that you share your message but make it very engaging? Some of the things that I've learned from a train, the trainer program we talk about, I think that people need what they call a state change every five to seven minutes. And we naturally give ourselves state changes. And that just means we could be sitting in the chair and, you know, maybe we cross our legs or maybe we start doodling or maybe we look off or maybe we stretch. So every five to seven minutes is you need some type of state change, right? And that's really important. So some of the ways to really re. Engage energy in a room are some of the obvious things, right? Breaking off into group exercises or a quick turn to your partner and Talk about what you just discussed. Two minutes go. Right. And so that's creating a state change in and of itself. Debriefing is a state change. Small group exercises. A lot of what we've incorporated into our trainings is the two clap. So what's really cool about the two clap is not only does it create community and because the community by. So Kate and I, our, our flagship course was it used to be the 16 hour supervision course and then the state had changed it and made it a 12 hour with a four hour refresher every. Every six years or so. So by day two, I even kind of think on day one, the community begins to say, like, oh, well, let's give her a two clap. So people also like to be acknowledged. So we're really talking about basic behavioral therapy as well. And so when someone asks a question, no question is a bad question, we always want to acknowledge their courage for participation. So someone will ask a question, we'll give the answer. And we always say at the end, and I see that we always do this now too, especially when we're coaching in the Facebook group or live with our coaches, is we'll say, does that answer your question? We want to make sure that the answer is fully given and that they're clear and that they got what they needed. And then we'll say, you know, let's give Ivana a two clap. And the whole community gives a. So what happens is it engages people, it creates community, but it also continues to keep the energy up in the room. We also do a lot of fun things and again, it's all based off the energy of the room. If things are dipping down, there is a partner training in the supervision course where we go over the models for supervision. It's a little tiring and it's a little longer area. And so we'll make sure we'll do fun things. We'll say, turn to your partner and say you're an amazing supervisor and turn to the other partner and say, I am too. And they laugh and they think it's fun, but again, it's all being able to create and keep that energy up. So those are some of the things that we have done in our trainings, just from the trainer's perspective.
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B
Yeah, it's really interesting to hear you just kind of like recap some of these things because it really does encapsulate this managing the energy of the room and inspiring the energy of the room and keeping that alive. And I think that that's the part that takes so much out of me, just managing the energy for so many. I'm someone who's very, I absorb a lot of people's energy and so to manage all of those people at once, I think that's. It just kind of like clicked for me. I think that's one of the parts that just drains so much of my energy. Why I need to go into my cave for a few days afterwards to regroup and let's talk a little bit about the journey to become a dynamic presenter and where clinicians can really start. I think that might be helpful.
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A
Yeah, that's, that's a good question. Before we do that, let's go ahead and just take a quick break.
- [14:23]
B
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- [15:57]
A
Things, and I know that you and I were talking about this yesterday, I think we were talking about it with Laura Long as we were recording the Up Close and Personal podcast which was a ton of fun and it was a big eye opening moment for me in our business and when Kate and I created K2 visionaries initially and then the private practice startup, we fell into old behaviors. And the old behaviors was where we're trying to do way too much, way too general, and not be really specific. And the beautiful thing that Kate and I talk about in our marketing course is that you really should be doing what you're most passionate about, working with your most ideal clients, but also marketing in a way that serves you and your ideal clients. So really focusing on your natural talents. So, you know, when we talk about how does a clinician become a great presenter or trainer, like, where should they start? It really starts that clear foundation of marketing, you know, And I can't, I can't step over that because we so firmly believe in that. And one of the things I think a lot of times that people have difficulty with is they're like, okay, well, you know, maybe they do sex therapy or maybe they work with, you know, parents of, they do infant mental health, something like that.
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B
Right.
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A
So when you're clear on your ideal client is you can have what we talk about, your signature speak or your signature talk. And the cool thing is, is that it's the same one over and over, just to different audiences. So the reality and the beauty is that you develop only a few things, but you share them to different audiences. So I think one place is really getting clear. And again, this goes back to marketing is what is your audience struggling with based off the topic, you know? Right. So whether it's the infant mental health or something else, is what are they really struggling with? So you can always poll your audience or just listen to what your clients are talking about that they're struggling with the most.
- [17:42]
B
Yeah, getting really clear on what your ideal clients are struggling with, what they're needing, what they're wanting. And then you can tailor your presentation to speak directly to that. And then you also want to think about who are your ideal clients. Where, where would they be interested in attending a training like this? Would it be online as a webinar so you can reach more people? Would it be actual face to face that maybe you're going into an organization or a school setting? Or maybe you're creating your own training from scrat? As you were talking earlier, Katie, it reminded me of Dr. Andy Dobo, our past alumni from our marketing ecohours and coaching program, who joined our program just to learn how to market his EMDR trainings. He is this really great, dynamic speaker and EMDR trainer. Very, very passionate, very knowledgeable. But he was really struggling to fill his trainings and to be able to work with him and Katie's exactly right, because it all starts with marketing. Because if you aren't clear on who you're serving, then you're not going to be able to create a presentation or content that's going to really speak to them. And if you're not clear on where they are and how to reach them, how to connect with them, how to get in front of them so that they know about you, that they know about your training, you might have this great idea, but it's not really going to get you anywhere. That's a really important part, you know.
- [19:02]
A
And as you talk about that, what I think is interesting and I hear people do this, it's like, oh, so and so called me and asked me to. To speak. I have to create something for that. Oh, so and so called and asked me to speak on a completely different topic at a completely different ideal client or even client. And the thing is, is that's exhausting and it doesn't make you be seen as the expert. When we first started speaking, I shared with you guys, like, the reality of being a trainer or a presenter is you can get paid very well. And so you want to be seen as the expert and know what you're saying. And a lot of times, depending on the length of the training, as you want to have certain amount of tips and you want to refer to that and make it easy, digestible, understandable information, utilizing acronyms, making things rhyme, right, you want those things to stick out in people's head, which is really important in regards to that. One of the things that Kate and I completely shy away from is those presentations with a whole bunch of words on it. You want to have images, fun things, and these are things that are triggering your own thought process. And what you're sharing and saying rather than being engaged in the presentation is you want to be engaged in the room. One of the things that I do remember that I learned from train the trainer. I used to, when someone asked a question, I used to walk up to them, right? And they say that's a no no. Because your mere presence, because usually they're sitting and you're standing, is that that makes them uncomfortable. And in fact, you actually walk farthest away from them into the back of the room. So what you do is you engage the whole room in the discussion. And again, when they're done answering the question or you're done answering the question, you know, you acknowledge them and you give them the two clap. So that's just really important to think about. And for you, when someone calls you and says, hey, I heard you speak at whatever. Do you mind if you speak about this here, you'd be like, great. Sometimes you can just change the title or change a few things, but the thing is, it becomes easy peasy for you, and it's so much more enjoyable because it's something that you already know. You know when we have some type, when we have authors come on the podcast is they're speaking about the book. And how many times do you think they're on a podcast or on a YouTube video speaking about the same book? They know their information, it's engaging and it's fun. So those are just some ninja tips, hashtag ninja tips that we talk about in regards to really crafting that signature speech that you want to talk about.
- [21:16]
B
In addition to having the signature speech and really thinking about your content, you also want to think about, how do I continue to have a relationship with these people in the audience? Because oftentimes when you go to speak, you might be speaking to a cold audience. There might be a few people who might have known about you. It's great to get in front of a cold audience because you're expanding your network and you're introducing yourself to a whole room full of people who really don't know who you are and what you specialize in and how you can help them and all of that good stuff. So the goal is to be able to warm up that cold audience and to get them to have the know like and trust factor with you so that they consider either referring to you in the future or recommending you for a particular area as the expert, as the go to person. Or maybe your potential clients are in the audience and they're wanting to actually schedule a session with you. So you want to think about, as you're connecting with the audience, a way to get their information, to nurture the relationship with them over time after the actual training or working or whatever event it is ends. Whether it's a webinar or even you want to make sure that you think about, okay, what would be something of value that I could offer as an additional giveaway? Not just, hey, join my newsletter. Because nobody wants to join a newsletter to really think about, okay, is there a video series that I could offer? Is there a PDF or a worksheet or something? Maybe it's a complimentary consultation for 30 minutes or for an hour or for another free workshop that you're doing. Whatever that is, you want to think about what that offer is that you want to give away something of value. To them for free in exchange for them giving you their name and the email address. And then you can continue to nurture the relationship with them over time. And as they become warm and you warm them up to a hot audience, meaning that they've actually purchased either your services, your therapy services, if you offer any products or online courses or anything like that, it's kind of like the funnel. You take them through this process of being able to really gain more value from having them in your audience over time, and they continue to gain more value from you, too.
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A
And I also say also for the trainer, but also for the audience. You know, when you do attend a live event, that can be a make or break, depending on how you train or how you present. But this is really the opportunity where these either potential clients, like Kate was saying, or current clients get to actually experience you. Like, we're on a podcast right now. We've been talking in your ear. You guys know us from that. But to meet us live or connect with people, live, it's a completely different experience because they actually can, like, you know, touch you and talk to you, and it creates the opportunity for a really solid relationship if things go well. And how you show up is authentic, both while you're presenting and while you're not. I'm sure we've all heard stories about meeting famous people, you know, out there. And I was going to say the wild, well, it's not a zoo, but just kind of out there in regular life. And some people are like, oh, my God, they were exactly like they are. I didn't people expect that. Or some people like, oh, my God, so rude. I didn't expect that. So it's really important to, you know, show up as you are, be as you are. But, you know, training's such a great opportunity. One thing I did want to say about, like, the signature speech or signature training, Kate and I had done the supervision course. We actually decided to stop doing our supervision course. We just finished our last one in September of 2019. So we had been doing it about five years, and we decided we're going to focus all of our efforts back on all of the private practice stuff that we're doing, because the marketing is really our passion. But just to give you guys some perspective, really creating a clear training. So the supervision course was initially 16 hours of training. Right. And Kate and I have also created our marketing E course. Both took a year to create and do that really well. Obviously we weren't working 40 hours on it, but it really does take some training. And also, the other great thing about being a really dynamic trainer presenter is that you are definitely asking your audience for feedback. And tweaking your presentation is so important to continue to be able to deliver what it is that they're asking about. So that's another really important part of being a dynamic trainer. And also, if you are uncomfortable and like Kate said she had a little bit of stage fright, is really to get out into the audience and engage. Don't stand behind a podium or a microphone. People want to experience you and be connected to you. So whether that's, you know, maybe it's getting on a podcast first and being a guest on a podcast. And again, it's all practice. We've all been there. And the reality is, although I love training and I call it my playground, I still get anxious even in the beginning. And in the beginning is you have to realize as the trainer is, that's when you are the most anxious and then the audience is most skeptical of you. So you really have to do a good job of building the relationship quickly. And here's the deal, guys, this is where you guys do a fantastic job. You, as a therapist, are an amazing presenter and marketer because you know how to build rapport. You can ask questions, you engage in different ways. So those are just some things to also think about in regards to becoming a dynamic presenter. Just to recap what we were talking about today, some of the things that really stood out as we were talking is, you know, I talked about the distinction between a trainer versus presenter. I also talked, we definitely talked about some trainer ninja tips, and those are really important. And also really how to become a great trainer. Being a trainer is all about managing the energy. And I think what Kate and I want you guys to really take away from our message today is if this is what you're called to do or you want to do, it is just start. It might not be great in the beginning and no one is, and that's okay. But when, with practice, you'll get better. I do remember when Kate and I were beginning to learn how to sell products in our live events, which also created an additional income revenue. And it's always around like $3,000. And that was a 15 minute. Well, from the stage, a 15 minute, I would be able to generate us $3,000. But the reality is all of those many years of training and knowing what to say and knowing what to do is really important. And I remember when I had shared.
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B
This with Kate because the way that.
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A
We used to do it, it sucked and we were really scared because we didn't like selling either. And I remember the night before the training is whenever I'm afraid to do something is I tell someone else that I'm going to do it because I know that they're going to ask me. And that holds me accountable. So I was literally in my spouse's office going through and practicing the whole time. I was anxious at the training. I felt like I was going to go to the bathroom. I was in my head about this. But you know what? I did it. And then I did it again. Kate has done it as well, but we've kept doing it. And it's funny because Kate had said to me this last time, she's like, wow, sharing the paperwork. That was the best one ever. And I was like, you know what? I finally felt like it was the best one ever. And it only came from practice. So it's not going to be perfect. You're not going to feel comfortable. You might feel like you want to have a panic attack. It's okay. We've all been there. We just want you to get started. So we're Katie and Katie of the Private Practice Startup. We hope you guys enjoyed this spontaneous podcast that we had and hopefully it just kind of fit perfectly in because it's not something that we've talked about thus yet. And we really hope that you guys join us next week as we speak with Misha Conway talking more about sales and marketing. And the title of that podcast is It's Hard to Sell Yourself. Let a Marketer do it.
- [28:50]
B
Let's take a moment for our Startup Nation Superhero shout out for this week, which comes from Chris Swinson. We actually had Chris on our podcast recently. It's so cool to see his name pop up here. And he says Kate and Katie are two very wonderful gals who are filled with great knowledge and wisdom of helping others with their private practice. I was quite honored to be on their podcast as a guest and had a lot of fun doing that. I highly recommend checking out their podcast and becoming a part of the Facebook group, which we now have over 7,000 members in our Facebook group as of now. That's going to keep climbing. So definitely join. And he says, or what the heck, sign up for one of their offerings and get started right away. You won't regret it. Thanks Chris for the love. We appreciate it. And if you guys are enjoying these episodes, definitely let us know you to subscribe Rate Review our show. You can always leave us a review on Google, my business or Facebook or just send us an email, let us know how this is going for you, and if we're really providing the content that speaks to you that's inspiring you. And if we're missing a topic that we haven't talked about yet, let us know because we're always really trying to be on track with inspiring you from startup to mastery.
- [29:54]
A
So take care everybody. Have an awesome and inspired day.
- [29:58]
B
Thanks for joining us on the Private practice startup. Visit theprivatepracticestartup.com for awesome resources, free trainings, attorney approved private practice paperwork, and so much more. SA.