1 00:00:00,080 --> 00:00:04,040 People aren't ready for the house. Who's usually until they pay And I send 2 00:00:04,040 --> 00:00:08,839 that respectfully because a lot of people don't know how much resistance they actually have 3 00:00:09,919 --> 00:00:12,160 before they get into the house. Who as they think they're ready, but 4 00:00:12,160 --> 00:00:19,920 they're not welcome to imperfect Action. I'm Steph Taylor. For years, I 5 00:00:19,960 --> 00:00:23,719 read all the books, downloaded all the freebies, and did all the courses, 6 00:00:24,559 --> 00:00:28,399 but it wasn't until I started taking imperfect Action that my business had its 7 00:00:28,440 --> 00:00:34,359 first million dollar year. Imperfect Action is about doing things before you're ready, 8 00:00:34,640 --> 00:00:40,359 prioritizing consistent action over perfect action, and moving forward even when you're not sure 9 00:00:40,520 --> 00:00:44,479 you're doing it right. On this show, you can expect mindset advice, 10 00:00:44,640 --> 00:00:49,200 actionable marketing tips and strategies to build a business that brings you more profit, 11 00:00:49,560 --> 00:00:54,799 more freedom, and even more joy. Are you on the list to get 12 00:00:54,799 --> 00:00:58,759 my daily businesses? Every day, I'll send you a bite sized prompt designed 13 00:00:58,759 --> 00:01:02,679 to help you grow your business in a more intentional way. Sign up at 14 00:01:02,679 --> 00:01:06,480 step Taylor dot co, forward slash DBB, or at the link in the 15 00:01:06,519 --> 00:01:12,280 show notes. Hey, welcome back to Imperfect Action. This is episode seven 16 00:01:12,400 --> 00:01:19,200 hundred and four. Today. I'm very excited to bring to you a guest 17 00:01:19,280 --> 00:01:23,879 who I have learned a lot from now, selling is something that gets a 18 00:01:23,879 --> 00:01:29,560 bit of an ikey wrap in the online world. And Colin Boyd, who 19 00:01:29,640 --> 00:01:33,719 is today's guest on the show, I've learned how to sell in a way 20 00:01:33,959 --> 00:01:38,959 that doesn't feel icky from Colin. He is your go to guy when you 21 00:01:38,000 --> 00:01:42,480 want your virtual and your live presentation to get clients not just claps. And 22 00:01:42,480 --> 00:01:47,920 he's best known for his signature program called Sell from Stage Academy, which helps 23 00:01:48,040 --> 00:01:53,280 coaches and course creators turn every presentation into a money making machine. I've learned 24 00:01:53,319 --> 00:01:57,079 from Colin how to sell in webinars, how to use my stories to convert. 25 00:01:57,200 --> 00:02:00,200 And I'm so excited because in today's epis so we are going to be 26 00:02:00,239 --> 00:02:07,439 talking about all things selling from virtual stages, using his conversion story framework to 27 00:02:07,599 --> 00:02:10,599 tell a story that converts, not just a story that makes people think, 28 00:02:10,719 --> 00:02:15,199 oh, that's nice. So, without further ado, let's jump into today's 29 00:02:15,360 --> 00:02:21,800 chat with Colin. Colin or welcome to Imperfect Action. I'm excited to finally 30 00:02:21,840 --> 00:02:23,520 have you here. You're one of the guests that I've been talking about having 31 00:02:23,599 --> 00:02:27,800 on the show for a long time, and finally we managed to tee up 32 00:02:27,800 --> 00:02:30,879 a time that works. So I'm really excited to have you here today to 33 00:02:30,960 --> 00:02:36,280 talk about selling conversion stories and you know, the mindset and all of the 34 00:02:36,280 --> 00:02:39,719 things that come up when it actually when we come to asking people to buy 35 00:02:39,879 --> 00:02:45,960 the magical things that we are selling. So very grateful for your time today, 36 00:02:46,039 --> 00:02:47,039 Yeah, Stokes, Steph. I think it's going to be a great 37 00:02:47,080 --> 00:02:52,560 conversation. Yeah, So Colin, tell us a little bit about your story. 38 00:02:52,639 --> 00:02:55,639 How did you get to being the guy who now teaches people to sell 39 00:02:55,719 --> 00:03:00,719 from stage I When I first started, I started as a life coach and 40 00:03:00,759 --> 00:03:06,680 this was about fourteen years ago, and I was kind of newly married. 41 00:03:07,759 --> 00:03:12,319 Had all these dreams of wanting to build a coaching business that made a difference, 42 00:03:12,319 --> 00:03:14,919 that made an impact, and be able to make some money from it 43 00:03:14,960 --> 00:03:19,400 as well, like to do something more more meaningful. And the only problem 44 00:03:19,439 --> 00:03:23,280 was is that I didn't have any clients. So or I had half a 45 00:03:23,639 --> 00:03:28,319 call it half a client, and so that that's a client who occasionally turns 46 00:03:28,400 --> 00:03:32,560 up, occasionally pays you, right, So I had I'm earning about two 47 00:03:32,639 --> 00:03:38,039 hundred dollars a month and and I'm just struggling to see how this thing could 48 00:03:38,080 --> 00:03:43,840 work. And so what happened was I had a friend who called me up 49 00:03:43,960 --> 00:03:47,759 on my landline at the time and he's like, Colin, I've got an 50 00:03:47,800 --> 00:03:53,919 event coming up that I can't do. It's a free event, and you 51 00:03:53,960 --> 00:03:57,639 know, I've had someone else refer it to me, but I can't do 52 00:03:57,680 --> 00:04:00,719 it. Would you want to do it? So obviously it's like pretty, 53 00:04:00,919 --> 00:04:02,439 it's a very high quality lead, like no one wants it, right, 54 00:04:02,639 --> 00:04:04,919 And I said, all right, all right, I'll do it. I'll 55 00:04:04,960 --> 00:04:09,000 speak. And it was a free speaking engagement. I'd only ever spoken, 56 00:04:09,319 --> 00:04:13,280 you know, at college or at school and youth group. I hadn't really 57 00:04:13,280 --> 00:04:16,319 done much speaking before. And so what happened was I got prepared for the 58 00:04:16,360 --> 00:04:20,120 event. It was literally a dark and stormy night that night. I'm walking 59 00:04:20,199 --> 00:04:24,519 up the stairs. My wife's on my arm and I'm really on her arm, 60 00:04:24,959 --> 00:04:29,079 freaking out. And I get there and the event organizer comes to me. 61 00:04:29,120 --> 00:04:31,480 He's like, Colin, you wouldn't believe this is the biggest event we've 62 00:04:31,519 --> 00:04:35,519 ever had in our history. We've got over one hundred and thirty seven people 63 00:04:35,560 --> 00:04:41,560 here live to hear your presentation. And in my mind, this is like 64 00:04:41,800 --> 00:04:46,040 bad news. Because I'm just telling us, if great, I'm going to 65 00:04:46,079 --> 00:04:48,959 look like an idiot in front of their biggest audience. So I'm freaking out. 66 00:04:49,319 --> 00:04:53,600 I'm sitting down. They announced me, I get up, I do 67 00:04:53,680 --> 00:04:57,120 my best presentation that I could do muster for the night. And at the 68 00:04:57,240 --> 00:05:00,639 end, I made an offer and I didn't really but it was an irresistible 69 00:05:00,680 --> 00:05:03,839 offer, and out of the one hundred and thirty seven people, I had 70 00:05:03,839 --> 00:05:08,839 about one hundred and twenty five of them give me their details on their business 71 00:05:08,879 --> 00:05:12,800 cards. And then I followed it up and I did did some free coaching 72 00:05:13,000 --> 00:05:17,079 with the group, and I ended up signing about fifteen full time coaching my 73 00:05:17,160 --> 00:05:20,079 clients. This is when I was doing one on one coaching, and so 74 00:05:20,120 --> 00:05:25,639 I had a literally overnight had a full coaching deck of clients. And then 75 00:05:25,680 --> 00:05:30,040 three days later HP called me and asked me to speak at their next global 76 00:05:30,120 --> 00:05:32,680 training day, which ended up having five and a half thousand people. That 77 00:05:32,759 --> 00:05:40,839 was my first paid speaking engagement, And what was crazy was that I literally 78 00:05:40,879 --> 00:05:44,920 went from like zero clients to a full deck of coaching clients and a big 79 00:05:44,920 --> 00:05:47,439 corporation who I ended up speaking with and flying around the world with for over 80 00:05:47,519 --> 00:05:54,759 ten years in one presentation, and so for me this started a fire of 81 00:05:55,199 --> 00:05:59,279 not just the content that I was sharing, but more the idea of, 82 00:05:59,279 --> 00:06:02,120 like, how do we create a presentation, whether that be a virtual or 83 00:06:02,120 --> 00:06:08,560 a life presentation, that really adds value but also converts and gets the result 84 00:06:08,600 --> 00:06:12,199 that we want. And so that kind of started me on my journey, 85 00:06:12,240 --> 00:06:16,879 and then that led me to create running hundreds of webinars, doing hundreds of 86 00:06:16,920 --> 00:06:21,680 speaking engagements over the last fourteen years, and then now getting to coach people 87 00:06:21,680 --> 00:06:26,439 all around the world on that topic. M And I mean, I've been 88 00:06:26,519 --> 00:06:30,680 learning so much from you about selling on those virtual stages, selling from webinars. 89 00:06:31,240 --> 00:06:35,439 But you mentioned in your story just then about this concept of an irresistible 90 00:06:35,519 --> 00:06:41,120 offer. Would you mind elaborating on that a little bit? Yeah, Well, 91 00:06:41,160 --> 00:06:44,000 for me, I mean I was so new to the idea. I 92 00:06:44,000 --> 00:06:46,639 didn't even know what an irresistible offer was. I didn't even think I had 93 00:06:46,680 --> 00:06:48,920 heard that. But for me, when I think about it, the I 94 00:06:48,920 --> 00:06:53,959 mean, the offer that I made that night was an offer that was free, 95 00:06:54,199 --> 00:06:57,680 so right there was no they didn't have to pay for it. That 96 00:06:58,079 --> 00:07:01,680 I just created something valuable, which was I credited a name for the coaching 97 00:07:01,720 --> 00:07:05,519 package, and I gave it away for free. So I said, I'll 98 00:07:05,560 --> 00:07:09,959 do some complimentary coaching I normally charge. I think at the time it was 99 00:07:10,040 --> 00:07:13,199 like one hundred and fifty dollars an hour or something, and I was giving 100 00:07:13,240 --> 00:07:16,560 away a couple a couple of sessions and it had a specific title was around 101 00:07:16,560 --> 00:07:21,600 their career, because they're all career orientated people. And I limited it, 102 00:07:21,639 --> 00:07:25,879 I said, you know it only I'll choose ten people out of the first 103 00:07:25,920 --> 00:07:29,279 people that put in their details. And so I just created an offer that 104 00:07:29,519 --> 00:07:32,600 at the night resonated with what they wanted, what they were there for, 105 00:07:33,319 --> 00:07:39,199 and it aligned with obviously the offer that I could help them with if they 106 00:07:39,519 --> 00:07:42,480 ended up continuing on and doing some coaching with me at the time. And 107 00:07:42,519 --> 00:07:46,079 so for me, the irresistible offer is and this is definitely a big part 108 00:07:46,120 --> 00:07:49,000 of having success in this industry, and part of it is testing. I 109 00:07:49,079 --> 00:07:53,439 was very lucky that night that people wanted it, but it was a free 110 00:07:53,519 --> 00:07:56,839 offer, so yeah, there was they didn't have to pay anything for it. 111 00:07:58,079 --> 00:08:01,079 But eventually you get into obviously you paid off and so that that's going 112 00:08:01,120 --> 00:08:05,240 to take some more refining and testing. But it's so true that that that 113 00:08:05,759 --> 00:08:11,160 you get one offer dialed in and really irresistible, it can change the trajectory 114 00:08:11,199 --> 00:08:16,519 of your entire life. Oh absolutely, I mean I've seen that firsthand with 115 00:08:16,560 --> 00:08:20,399 the podcast launch plan that went from you know, it took my business from 116 00:08:20,439 --> 00:08:22,560 I think it was ten thousand dollars a month in February twenty twenty through to 117 00:08:24,079 --> 00:08:28,759 three hundred thousand in April twenty twenty like that that was all from one offer 118 00:08:28,800 --> 00:08:31,200 as well. You mentioned well, I think you covered a few of those 119 00:08:31,600 --> 00:08:35,679 in what you were just saying back about the irresistible offer. But where in 120 00:08:35,720 --> 00:08:41,279 your experience have you noticed most online business owners go wrong when it comes to 121 00:08:41,320 --> 00:08:48,679 selling. I think I think people go wrong in the context of presentations, 122 00:08:48,679 --> 00:08:54,000 like if you're running a webinar or a speech or something like that. I 123 00:08:54,000 --> 00:08:56,240 mean, and even just being an online business owner. I think one of 124 00:08:56,240 --> 00:09:00,799 the big mistakes that people make is they think that the selling is just the 125 00:09:00,840 --> 00:09:05,360 offer itself. So they think that I'm selling when I pitch my offer, 126 00:09:05,480 --> 00:09:09,799 Like when I go through my offer, I make the offer and people say 127 00:09:09,879 --> 00:09:13,519 yes or no. But for me, selling is the whole thing, like 128 00:09:13,600 --> 00:09:18,960 it's it's literally the entire process from the messaging you have at the front end 129 00:09:20,320 --> 00:09:24,320 with the beliefs you address, or any sort of marketing you're doing on Instagram 130 00:09:24,399 --> 00:09:28,080 or Facebook, to the presentation. When I think about a presentation, like 131 00:09:28,159 --> 00:09:33,080 the whole presentation is selling. And the problem is is that if you if 132 00:09:33,080 --> 00:09:37,679 you feel really uncomfortable selling, you're going to think that, oh so I 133 00:09:37,720 --> 00:09:41,440 have to be like really pushy and sales e and and all that sort of 134 00:09:41,480 --> 00:09:46,879 stuff. And it's not that at all. It's not about pushing them to 135 00:09:46,960 --> 00:09:52,720 buy anything. To be frank, it's actually about truly understanding your audience and 136 00:09:52,840 --> 00:09:56,559 such a deep level that you understand what is going what are their real pain 137 00:09:56,639 --> 00:10:01,759 points, what are the things that are really dry having them and bringing that 138 00:10:01,919 --> 00:10:07,279 up, being clear on what that is like reading their mail essentially and then 139 00:10:07,519 --> 00:10:13,720 teaching them some strategies that are desirable and helpful. And if you do it 140 00:10:13,879 --> 00:10:18,000 right, when you make the offer, you don't have to push them to 141 00:10:18,039 --> 00:10:20,960 do anything. In fact, if you do it right, they will be 142 00:10:20,039 --> 00:10:26,720 asking what programs you have available before you even get to your offer. And 143 00:10:26,759 --> 00:10:33,720 that's the goal is that is that the selling process is actually less about kind 144 00:10:33,720 --> 00:10:41,080 of like just pushing someone into something and more about truly amplifying pain points, 145 00:10:41,399 --> 00:10:46,519 creating desires, removing roadblocks when you get to the offer. The offer is 146 00:10:46,559 --> 00:10:50,320 just a logical next step that makes so much sense. And one of the 147 00:10:50,639 --> 00:10:56,279 I think one of the biggest techniques or I guess components of this that I've 148 00:10:56,320 --> 00:11:01,440 learned from you is this concept of the conversion story. So, I mean, 149 00:11:01,679 --> 00:11:05,120 everyone's familiar with the origin story. I've seen all of your ads talking 150 00:11:05,120 --> 00:11:07,360 about, you know, why the conversion story is better than the origin story. 151 00:11:07,960 --> 00:11:11,799 But I'd love to know, like, why do you think that conversion 152 00:11:11,840 --> 00:11:15,919 story or firstly, what is a conversion story and how is it different to 153 00:11:15,960 --> 00:11:18,759 an origin story and why is it better or why is it more effective when 154 00:11:18,759 --> 00:11:24,360 it comes to selling. Yeah, I think a conversion story is a clearer 155 00:11:24,600 --> 00:11:31,360 definition of the type of story that sells your offer naturally. And so what 156 00:11:31,399 --> 00:11:37,120 tends to happen is people like online creators make the mistake of thinking that their 157 00:11:37,200 --> 00:11:45,200 story is about informing the audience about their whole story. So, in other 158 00:11:45,200 --> 00:11:48,799 words, the start of their presentation or maybe their video or whatever, they're 159 00:11:48,840 --> 00:11:54,559 telling the entire story from, you know, maybe where they were born, 160 00:11:54,679 --> 00:11:58,000 where they grew up, what university they went to, what accreditations they've got 161 00:11:58,240 --> 00:12:05,279 through. But like I say in my ads, like your mum probably wants 162 00:12:05,320 --> 00:12:09,360 to know about that, but like no one else wants. Now, we 163 00:12:09,440 --> 00:12:11,120 might want to know a little bit about that, but it's a lot less 164 00:12:11,159 --> 00:12:16,080 than we think. And so we make the mistake of thinking that our story 165 00:12:16,720 --> 00:12:22,879 is about telling our story, where a conversion story is about crafting the story 166 00:12:22,039 --> 00:12:26,799 in a way that does a few things. The first thing, it tells 167 00:12:26,840 --> 00:12:31,720 the story in a way that hits on pain points, desire points, etc. 168 00:12:33,440 --> 00:12:35,799 So that the audience is listening to your story, but they're also going, 169 00:12:37,720 --> 00:12:41,159 oh, Steph, Colin, that's that's exactly how I feel. Like 170 00:12:41,279 --> 00:12:45,919 I feel the same. I feel so frustrated, and I know I'm not 171 00:12:46,039 --> 00:12:50,679 you, but like I feel the same. And so a good conversion story 172 00:12:50,399 --> 00:12:56,919 just connects with the audience first on where they're at, and then it also 173 00:12:56,559 --> 00:13:01,679 shows and showcases your credit ability, But it doesn't in a way that's built 174 00:13:01,720 --> 00:13:07,799 around a core idea or a core premise. And so where origin story is 175 00:13:07,840 --> 00:13:11,200 like kind of like just your whole story, or it's you know, it's 176 00:13:11,240 --> 00:13:15,120 building credibility is one of the main focuses of an origin story, where a 177 00:13:15,120 --> 00:13:20,919 conversion story is really built around the transformation that you can help people achieve through 178 00:13:20,960 --> 00:13:26,679 the vehicle that you that you use to get that transformation. That makes sense. 179 00:13:26,960 --> 00:13:31,399 I've always been someone who's been very resistant to storytelling, you know. 180 00:13:31,440 --> 00:13:35,799 I've always thought like, I'm not good at storytelling. My story is not 181 00:13:35,919 --> 00:13:39,759 very interesting. So when I first came across you, it was like, 182 00:13:39,320 --> 00:13:43,000 oh, okay, maybe I should follow this framework and learn how to tell 183 00:13:43,039 --> 00:13:48,480 a story. But like, I'm curious to know why, why should somebody 184 00:13:48,519 --> 00:13:54,639 be caring about telling these stories anyway? Why can't we just give people slides 185 00:13:54,639 --> 00:13:56,320 with bullet points and lots of information. Why do we need to be telling 186 00:13:56,360 --> 00:14:03,200 stories to sell m Well, I think that as human beings, we just 187 00:14:03,559 --> 00:14:07,080 first of it. We're just built for stories, you know, stories. 188 00:14:07,799 --> 00:14:09,679 I've got a young daughter, she's eight years old, and you know, 189 00:14:09,759 --> 00:14:13,519 she asked me almost every night, dad, can you tell me a story? 190 00:14:13,960 --> 00:14:16,960 And all my son I go. I go for walks with my son 191 00:14:16,080 --> 00:14:20,080 most nights and we walk around the block and just have a chat about life. 192 00:14:20,639 --> 00:14:24,360 And he always asked me, can you tell me another story about about 193 00:14:24,399 --> 00:14:28,960 my childhood? And all the times that I got in trouble, and and 194 00:14:30,320 --> 00:14:37,759 so philosophy, beliefs, traditions are all passed down by story. And if 195 00:14:37,759 --> 00:14:41,720 you look at any sort of ancient spiritual practices and so forth, they're pretty 196 00:14:41,799 --> 00:14:48,919 much always built around mythology and story and parables and so forth. And so 197 00:14:48,600 --> 00:14:52,879 I don't think that's by accident, that is by design that the human condition 198 00:14:54,919 --> 00:14:58,960 love story. And now, we as adults consider ourselves to be very sophistic 199 00:15:00,120 --> 00:15:03,480 caated that we don't need stories. Sometimes that we're like, you know what, 200 00:15:03,960 --> 00:15:05,000 I don't need a story. Just give me the meat to it, 201 00:15:05,120 --> 00:15:09,000 Like, just give me the bullet points, give me the structure, the 202 00:15:09,039 --> 00:15:13,519 how to, and I'll do it. But the problem is that without a 203 00:15:13,639 --> 00:15:18,480 story, a lot of the time you don't have the fuel to drive those 204 00:15:18,519 --> 00:15:24,000 bullet points. And so sometimes what will happen is you'll get feedback on your 205 00:15:24,039 --> 00:15:28,879 presentation and people will say, oh, I really loved those steps you showed 206 00:15:28,919 --> 00:15:35,440 us. But the reason why they loved the steps was because the story actually 207 00:15:35,480 --> 00:15:39,080 set the steps up. And so without the story, the steps will be 208 00:15:39,799 --> 00:15:46,759 literally like twenty percent is powerful as if you told a story. So, 209 00:15:46,840 --> 00:15:50,200 for example, let's say you're selling a program or you're selling an idea, 210 00:15:50,240 --> 00:15:52,919 should I say, because you're not really ever selling a program, it's always 211 00:15:52,960 --> 00:15:58,279 selling an idea. And if you've got like three steps to achieve that outcome, 212 00:16:00,039 --> 00:16:03,679 if you told a story about a transformational journey that you've been on and 213 00:16:03,720 --> 00:16:07,440 how that relates to everyone in the in the in the audience they're listening to, 214 00:16:07,559 --> 00:16:11,759 and then you showed these are the three steps I've followed, as opposed 215 00:16:11,799 --> 00:16:15,799 to just going here are three steps to achieve the outcome you want? It 216 00:16:17,000 --> 00:16:22,360 just the it's like a nitross that adds to the actual meat of the presentation 217 00:16:22,440 --> 00:16:29,279 itself. And so I would say that a story, a story goes beyond 218 00:16:29,360 --> 00:16:34,200 the conscious mind. And so what happens is that the resistance that people have 219 00:16:34,399 --> 00:16:40,000 is usually conscious, some conscious resistance the year barts, you know, all 220 00:16:40,000 --> 00:16:44,919 the things that they have. When you tell the right story, their conscious 221 00:16:44,919 --> 00:16:48,320 mind actually shuts down or it turns off, should I say, And their 222 00:16:48,480 --> 00:16:55,200 unconscious mind comes forward and becomes a lot more open to being influenced, essentially, 223 00:16:55,200 --> 00:16:59,159 And that's what's selling, is it's influenced. And when you do that, 224 00:16:59,519 --> 00:17:02,840 it's a very powerful way of doing it. That's why story is so 225 00:17:02,919 --> 00:17:07,519 powerful, is because it influences the unconscious mind, and that essentially is the 226 00:17:07,559 --> 00:17:14,880 thing that really drives people to buy m You mentioned just before this idea of 227 00:17:15,039 --> 00:17:18,279 you're not really selling a program, You're always selling an idea. I know 228 00:17:18,400 --> 00:17:22,440 my listeners right now are thinking, what are you talking about with that? 229 00:17:23,839 --> 00:17:29,279 So this is a I feel like this is a higher level of consciousness of 230 00:17:29,319 --> 00:17:36,440 thinking about selling programs because essentially, when you make an offer or sell a 231 00:17:36,519 --> 00:17:44,200 program, what you're really selling is the idea that drives the program. So, 232 00:17:44,279 --> 00:17:48,079 for example, so we have a program that teaches selling on stage, 233 00:17:48,119 --> 00:17:53,839 like on a virtual or alive stage. Now, the program itself is just 234 00:17:53,960 --> 00:18:00,519 the skin of the idea, and the idea is that you design a presentation. 235 00:18:00,599 --> 00:18:04,400 It can change your business in your life, right, And so I 236 00:18:04,440 --> 00:18:10,480 have to if I'm selling my stuff, I have to design a presentation that 237 00:18:10,680 --> 00:18:18,160 sells that idea. It's almost like, what's that what's that DiCaprio show about 238 00:18:18,160 --> 00:18:26,200 the inception? It is inception, right, It's you have to implant the 239 00:18:26,359 --> 00:18:32,599 idea in the audience's mind so that when you share the program, the ideas 240 00:18:32,599 --> 00:18:36,640 are already in there. The ideas are already sprouted. It's become a real 241 00:18:36,720 --> 00:18:40,720 thing in them, and they feel a sense of attachment to the idea of 242 00:18:41,200 --> 00:18:44,559 wanting to do that. So when you reveal the program, it's not like 243 00:18:45,319 --> 00:18:51,559 this has come out of nowhere. The program is just the skin by which 244 00:18:51,640 --> 00:18:56,319 the idea that you've already sold to them effectively fits in. And when I 245 00:18:56,359 --> 00:19:00,519 say sold to them, it's not like you're not It's not like hardcore manipulation 246 00:19:02,279 --> 00:19:08,319 is it is deeply understanding what is important to them and communicating to them in 247 00:19:08,359 --> 00:19:11,160 a way that would they go, oh my gosh, like this person really 248 00:19:11,359 --> 00:19:15,319 understands who I am, They understand my challenges, my difficulties, and they 249 00:19:15,359 --> 00:19:19,720 can they've actually seen some great results, and I would love to I would 250 00:19:19,720 --> 00:19:23,200 love to use that particular idea to get some results as well. And so 251 00:19:23,240 --> 00:19:27,400 when you do that, there's this deep respect that we all we have for 252 00:19:27,440 --> 00:19:32,640 each other. And then your offer or your program is essentially just the thing 253 00:19:32,799 --> 00:19:38,880 that that they enter to experience the idea that you've already you know, imparted 254 00:19:38,920 --> 00:19:45,359 into them. So you're using the conversion story to sell them on the idea 255 00:19:45,839 --> 00:19:49,920 correct and then the program is the vehicle for them to implement that idea and 256 00:19:49,960 --> 00:19:56,319 get the result exactly. I love that, And so a conversion story. 257 00:19:56,480 --> 00:20:00,440 One of the secrets with the conversion story is having a really clear idea. 258 00:20:00,599 --> 00:20:04,720 And it's not just any idea, it's in fact, it's the one idea 259 00:20:04,799 --> 00:20:10,680 that if your audience is to believe that idea, your program will be the 260 00:20:10,759 --> 00:20:14,880 logical next step. And so the reason why a conversion story is so powerful 261 00:20:15,559 --> 00:20:18,079 is once again, it's not about credibility. It's not about just you getting 262 00:20:18,119 --> 00:20:25,680 to know them. It's actually about embedding an idea in the audience's hearts and 263 00:20:25,799 --> 00:20:36,519 minds that enables them to see consciously and even unconsciously that when your program is 264 00:20:36,519 --> 00:20:41,240 revealed at the end or whatever you reveal your program, that that vehicle, 265 00:20:41,359 --> 00:20:48,200 that methodology that you use to achieve some results can be experienced through your program, 266 00:20:48,240 --> 00:20:52,160 through your vehicle. And so yeah, it really it sells the idea 267 00:20:52,720 --> 00:20:56,680 before you've said, by my program or join you know, this is the 268 00:20:56,680 --> 00:21:00,640 program, this is the next step. You're actually sell the program because you're 269 00:21:00,640 --> 00:21:06,000 selling the idea before you offer the program. Makes sense. That makes so 270 00:21:06,079 --> 00:21:08,720 much sense. So then coming to that conversion story, what are some of 271 00:21:08,759 --> 00:21:15,160 the key elements in a good conversion story because you've mentioned it's not the entire 272 00:21:15,200 --> 00:21:17,920 origin story, but I know that there's a bit of an art and as 273 00:21:18,000 --> 00:21:19,519 science to it. So what are some of the key elements that somebody needs 274 00:21:19,519 --> 00:21:26,319 to have for their conversion story to actually convert. Yes, So at a 275 00:21:26,400 --> 00:21:32,359 high level, there are three big ingredients. The first ingredients is a core 276 00:21:32,400 --> 00:21:38,039 premise. So you have to have a very specific core premise or core idea 277 00:21:38,279 --> 00:21:42,880 that you're trying to share with the audience so that they understand how you help 278 00:21:42,920 --> 00:21:47,440 them with. So for me, my core premise is that you are one 279 00:21:47,759 --> 00:21:52,839 irresistible presentation away from the breakthrough you want in your business. Now, you're 280 00:21:52,839 --> 00:21:56,799 going to have a different core premise usually for each program you sell, and 281 00:21:56,880 --> 00:22:00,319 so depending on the program you're selling, you'll you know, a different a 282 00:22:00,319 --> 00:22:06,200 different core premise. For example, you know with your I know you've had 283 00:22:06,200 --> 00:22:08,880 a product it helps people with podcasting, right, So it could it could 284 00:22:08,920 --> 00:22:17,200 be that it could be something like creating a highly engaged podcast is the fastest 285 00:22:17,279 --> 00:22:22,680 way to build authority and get high ticket clients on on demand. That's not 286 00:22:22,799 --> 00:22:26,119 very far off what the actual core premise is for that offer you didn't. 287 00:22:27,440 --> 00:22:30,720 Well, so, but it's something like that, right, I was just 288 00:22:32,160 --> 00:22:36,480 giving it a stab. But it's like something like that. It's like it's 289 00:22:36,519 --> 00:22:41,880 a core idea that if they understand that idea and essentially accept that idea, 290 00:22:41,960 --> 00:22:47,000 then then the program is going to be the logical next step to get help 291 00:22:47,079 --> 00:22:48,920 to actually implement it. And so first of all, you start with the 292 00:22:48,920 --> 00:22:53,480 core premise. The second thing is you need connection, and connection is built 293 00:22:53,519 --> 00:23:02,000 around both challenges and desires. And so a conversion story is really about digging 294 00:23:02,039 --> 00:23:07,960 deep into not just where you were at literally in your life before the breakthrough, 295 00:23:07,039 --> 00:23:12,960 but what were you internally experiencing, What were you internally experiencing both challenges 296 00:23:14,000 --> 00:23:15,960 and desires. And so, for example, for me, I was starting 297 00:23:15,960 --> 00:23:21,319 my coaching business, and I had these big desires of running, of building 298 00:23:21,319 --> 00:23:25,039 a profitable coaching business, of serving more people, having more meaning in my 299 00:23:25,119 --> 00:23:26,200 life. But the problem is I had no clients. I didn't know where 300 00:23:26,200 --> 00:23:30,640 to go. I felt really frustrated because I had like half a client that 301 00:23:30,720 --> 00:23:33,000 just wasn't which it wasn't working. And so for me, that's like my 302 00:23:33,200 --> 00:23:37,680 circumstances, but it's my internal dialogue that had with myself, and so when 303 00:23:37,720 --> 00:23:42,839 I share that, what happens is the audience starts to go. You know, 304 00:23:44,119 --> 00:23:45,759 I kind of feel like that as well. And it may not be 305 00:23:45,799 --> 00:23:48,440 a coaching business. It might be a course business, or it might be 306 00:23:48,480 --> 00:23:52,359 some other business, but they start to make these like unconscious connections with their 307 00:23:52,400 --> 00:23:56,599 own experience. And so you really have to start in a place of vulnerability 308 00:23:56,799 --> 00:24:00,119 with a conversion story. You don't start a place of you know, I'm 309 00:24:00,200 --> 00:24:04,720 running the seven figure coaching business absolutely crushing at and I just knew I needed 310 00:24:04,720 --> 00:24:08,559 to go to the next level and people because because most people are probably not 311 00:24:08,640 --> 00:24:14,000 doing that yet, and so you have to You have to start with where 312 00:24:14,000 --> 00:24:18,160 the audience is at with your conversion story rather than starting, like you know, 313 00:24:18,680 --> 00:24:22,119 at a high level. And then the third element is you have to 314 00:24:22,160 --> 00:24:26,759 have credibility, and so you have to share that journey of the breakthrough that 315 00:24:26,759 --> 00:24:32,400 you went on to see the credibility that you've built, because it has to 316 00:24:32,400 --> 00:24:36,000 answer three questions and your listeners might want to write these down because these is 317 00:24:36,039 --> 00:24:40,240 super powerful. The first question is are you like me? And so that 318 00:24:40,359 --> 00:24:44,519 is the connection piece, and so your story has to show your audience that 319 00:24:44,640 --> 00:24:47,839 you are like them on some level. Right, No, it doesn't have 320 00:24:47,960 --> 00:24:52,839 to be culturally like them or even age demographics like them. It's more like 321 00:24:52,920 --> 00:24:56,880 you as a person have gone through similar sort of struggles, challenges, desires. 322 00:24:56,359 --> 00:25:00,519 The second question is is can you lead me? So it's like, 323 00:25:00,559 --> 00:25:03,960 are you like me? But now can you lead me? And so you 324 00:25:04,000 --> 00:25:08,319 have to show that you've seen a breakthrough, some progress in the area, 325 00:25:08,440 --> 00:25:12,640 some credibility. And then finally the question you have to answer is is there 326 00:25:12,640 --> 00:25:15,759 a path that I can follow? Right? Is there a path I can 327 00:25:15,799 --> 00:25:19,160 follow to achieve that type of results? Which is your core premise? So 328 00:25:19,200 --> 00:25:23,519 you answer those three questions and that starts to build a framework for a conversion 329 00:25:23,599 --> 00:25:30,720 story. So they're like the three full high level ingredients. I know one 330 00:25:30,759 --> 00:25:34,680 of the hesitations that comes up with a lot of my listeners who are experts 331 00:25:34,720 --> 00:25:38,440 and what they do, and they've maybe not necessarily gone through that journey that 332 00:25:38,480 --> 00:25:41,799 their clients are going through themselves. So, for example, I have a 333 00:25:41,839 --> 00:25:45,319 lot of nutritionists who listen to the show. Weirdly, I don't know where 334 00:25:45,319 --> 00:25:48,160 all the nutritionists and dieticians came from, but they all listen to the show, 335 00:25:48,599 --> 00:25:52,000 and a lot of them are really good at what they do, they've 336 00:25:52,039 --> 00:25:56,640 got results for their clients, but they haven't had that same problem in their 337 00:25:56,640 --> 00:26:02,079 lives. How do they then that question of how are you like me? 338 00:26:03,359 --> 00:26:07,359 I think there's a there's a few different ways you can do this. One 339 00:26:07,440 --> 00:26:14,680 way is you can you can talk about something else in your life that you 340 00:26:14,759 --> 00:26:19,160 may be struggled with previously. It could be relationally, it could be fitness, 341 00:26:19,359 --> 00:26:25,039 it could be it could be different a different type of experience of where 342 00:26:25,359 --> 00:26:29,680 you kind of went through a transformation, and so it doesn't have to be 343 00:26:29,839 --> 00:26:33,200 literal whether it even got clients of where they talk about experiences. There's a 344 00:26:33,240 --> 00:26:37,279 guy who actually he's in French podcasting, so that's all he teaches the French 345 00:26:37,359 --> 00:26:41,160 podcasts, right, and he tells a story about a time that he went 346 00:26:41,319 --> 00:26:45,279 on a ride at a theme park with his son, and it was about 347 00:26:45,279 --> 00:26:51,599 the experience of his son changing his perspective of going on scary riots and what 348 00:26:51,720 --> 00:26:56,319 that experience was like went from scary to like exhilarating and that whole experience and 349 00:26:56,640 --> 00:26:59,960 that's how we view podcasting sometimes is like it feels scary of the start, 350 00:27:00,039 --> 00:27:03,839 but it can be absolutely exhilarating once you get into it. And so that's 351 00:27:03,880 --> 00:27:06,880 like one of his stories. It's like a personal experience he had with his 352 00:27:06,960 --> 00:27:10,960 son, and that story, he said, like really resonated with people well 353 00:27:11,319 --> 00:27:17,319 when he was sharing it. So you don't have to share exactly literally something. 354 00:27:17,559 --> 00:27:22,519 It could be some other experienced where you had a big shift. The 355 00:27:22,599 --> 00:27:26,440 other way to you is you can actually tell the story of what what really 356 00:27:26,599 --> 00:27:33,160 triggered your desire and passion for the topic. And so a lot of the 357 00:27:33,200 --> 00:27:40,039 time people either have maybe they went through a traumatic experience with their parents or 358 00:27:40,079 --> 00:27:47,000 as a child, or something happened where where the topic maybe it's nutrition, 359 00:27:47,079 --> 00:27:52,200 but they knew someone, they're close to someone where they experienced some challenge and 360 00:27:52,319 --> 00:27:56,400 difficulty and then they turned that person turned that around and they and they watched 361 00:27:56,400 --> 00:27:59,480 that and it just impacted them on a deep level. And then from that 362 00:27:59,559 --> 00:28:04,559 it's update obsession around the topic which led them to getting into that area. 363 00:28:04,680 --> 00:28:10,240 So I think you can find some of those experiences potentially. And then the 364 00:28:10,279 --> 00:28:14,240 third one is you can literally just share like kind of like a case study 365 00:28:14,319 --> 00:28:18,240 experience, but really go deep into the emotions of what that was like to 366 00:28:18,799 --> 00:28:22,359 that person, to serve that client and get that breakthrough. So it can 367 00:28:22,440 --> 00:28:26,400 also be that as well, So sharing a client case study, but not 368 00:28:26,440 --> 00:28:32,319 sharing the client's emotion and the client's struggles, but their struggles as the expert, 369 00:28:32,720 --> 00:28:34,480 or would you be sharing it more from the client's perspective. I think 370 00:28:34,480 --> 00:28:37,599 you can share it from the client's perspective, but I think you can link 371 00:28:37,599 --> 00:28:42,680 it to what it triggered in you and that obsession of wanting to help and 372 00:28:42,720 --> 00:28:45,640 to serve them, and the breakthrough they were having and the difficulties that they 373 00:28:45,640 --> 00:28:48,440 were having it. And just a lot of the time with a case that 374 00:28:48,559 --> 00:28:52,839 we do a case study, especially in a presentation, will like skip through 375 00:28:52,839 --> 00:28:56,960 it pretty quickly. But I think that if you design it as your core 376 00:28:57,200 --> 00:29:00,920 like conversion story, you want to take time with it. You want to 377 00:29:00,960 --> 00:29:06,079 go deeper into the emotions, the feelings that what was going on with the 378 00:29:06,119 --> 00:29:07,960 client, how you were feeling like you want to just spend that more time 379 00:29:08,000 --> 00:29:11,720 to have some depth in the conversation as opposed to like skipping through it as 380 00:29:11,720 --> 00:29:15,000 a case study. That's what I would say, like spending that bit more 381 00:29:15,000 --> 00:29:19,119 time. Yeah, that makes perfect sense. Now. One of the things 382 00:29:19,200 --> 00:29:23,960 I know it comes off a lot with online business owners is and particularly when 383 00:29:23,960 --> 00:29:29,799 they're selling in for example, a webinar, where they'll teach all of their 384 00:29:29,799 --> 00:29:33,119 content for the first bit of the webinar and then they go into sales mode. 385 00:29:33,240 --> 00:29:36,400 Right, It's like, here's the value. The value is done. 386 00:29:36,440 --> 00:29:38,640 Now we're into the sales pitch. And one of the concepts that you teach 387 00:29:38,720 --> 00:29:44,519 that I really like is this concept of infusion selling, where you're you're selling 388 00:29:44,559 --> 00:29:48,640 throughout the entire thing. Can you give us a little bit more insight into 389 00:29:48,680 --> 00:29:53,319 what infusion selling is and how somebody can start to do that with any of 390 00:29:53,359 --> 00:30:00,160 their free content. So the shift is that the mistake people make is they 391 00:30:00,880 --> 00:30:07,799 go to their course or their coaching curriculum to design all the content for their 392 00:30:07,839 --> 00:30:12,599 webinars. Yeah, and so there's this belief out there that if I can 393 00:30:12,880 --> 00:30:18,319 blow people away with all of my amazing how to content, then they're going 394 00:30:18,400 --> 00:30:22,400 to be so blown away by the free stuff that they're going to ask, 395 00:30:22,440 --> 00:30:26,000 oh, my gosh, imagine if I paid the amount of value I will 396 00:30:26,039 --> 00:30:29,880 get. And the problem is that that is like, it's true to a 397 00:30:29,880 --> 00:30:33,960 certain extent, but it also backfires a lot. And the reason why backfires 398 00:30:33,079 --> 00:30:37,319 is that you end up opening It's like drinking from the fire hose. For 399 00:30:37,440 --> 00:30:42,680 people, it's like sit on this chair and let me open up the fire 400 00:30:42,680 --> 00:30:47,200 hose, open up your mouth. That it's just you absolutely annihilate people. 401 00:30:47,279 --> 00:30:49,279 Yeah, and they're left and you get comments like, oh my gosh, 402 00:30:49,279 --> 00:30:56,079 like that was so valuable. Let me just get everything you've given me done 403 00:30:56,440 --> 00:31:00,680 over the next three to six months and then I'll come I can check your 404 00:31:00,680 --> 00:31:03,240 course. And they never do, and they never do. They never do. 405 00:31:03,599 --> 00:31:10,200 And so essentially, when you're teaching like that, you're almost hamstringing your 406 00:31:10,240 --> 00:31:18,400 audience because you're giving someone lots of to does without the level of commitment needed 407 00:31:18,480 --> 00:31:25,680 to do the to doos right. And so it's actually slowing their process their 408 00:31:25,759 --> 00:31:30,000 progress down because they're not really committed. The problem is they think they are, 409 00:31:30,319 --> 00:31:33,559 but they're not really committed. And so that's why making an offer and 410 00:31:33,640 --> 00:31:38,160 having someone pay some money it just increases the commitment. So in other words, 411 00:31:38,559 --> 00:31:42,279 people aren't ready for the how too's usually until they pay. And I 412 00:31:42,359 --> 00:31:48,240 sayd that respectfully because a lot of people don't know how much resistance they actually 413 00:31:48,319 --> 00:31:51,640 have before they get into the house too. Is they think they're ready, 414 00:31:51,640 --> 00:31:56,119 but they're not. And so this idea of infusion selling is going, don't 415 00:31:56,200 --> 00:32:00,359 just teach the stuff in your course. You can teach some of it, 416 00:32:00,160 --> 00:32:06,720 but you need to move from like a teacher mode into or speaking mode, 417 00:32:06,920 --> 00:32:10,200 into both speaking and selling at the same time. The metaphor I use is 418 00:32:10,240 --> 00:32:16,960 imagine, imagine your audience's minds and hearts are a cup of water, and 419 00:32:17,160 --> 00:32:24,000 you drop, like die into that water and its slowly infuses. Imagine like 420 00:32:24,000 --> 00:32:30,480 a pink diet slowly infuses into the water, and over a period of time, 421 00:32:30,079 --> 00:32:35,039 maybe twenty minutes thirty minutes, the water goes from clear to pink. 422 00:32:35,680 --> 00:32:38,160 It completely changes color. But it doesn't happen right away. It's not like 423 00:32:38,200 --> 00:32:43,319 a sharp this is my teaching boom, this is my offer like it's not 424 00:32:43,400 --> 00:32:49,319 like a sharp change. It slowly changes color. And that's how that's how 425 00:32:49,319 --> 00:32:52,640 infusion selling works. And so what you do is you take your content and 426 00:32:52,759 --> 00:32:58,880 rather than teaching just how to content, you ask questions like what are the 427 00:32:59,000 --> 00:33:04,920 beliefs that are getting in the way of the audience going to the next level 428 00:33:05,079 --> 00:33:08,079 in the topic that I teach. So give an example for me, one 429 00:33:08,119 --> 00:33:15,880 of the beliefs is that selling is like a look is ikey is uncomfortable is 430 00:33:15,960 --> 00:33:21,319 sales e. And I have to shift people's thinking to realize that set selling 431 00:33:22,079 --> 00:33:25,240 is actually the door through which you serve your audience on the next level. 432 00:33:25,400 --> 00:33:30,680 And in fact, you're not really serving your audience at the greatest level until 433 00:33:30,759 --> 00:33:34,799 you make an offer to that because you when you create that that level of 434 00:33:34,839 --> 00:33:38,200 commitment to each other in a sales process, it takes your commitment and their 435 00:33:38,200 --> 00:33:40,839 commitment to the next level. They're going to see better results, you're going 436 00:33:40,880 --> 00:33:45,799 to be more engaged, and every high wins. And so selling is actually 437 00:33:45,799 --> 00:33:50,119 a doorway through which you serve rather than selling is something where you take money 438 00:33:50,119 --> 00:33:54,799 from people. Right. And so that's one for me, one belief shift 439 00:33:54,960 --> 00:34:00,440 that I have to help my audience make if they want to learn how to 440 00:34:00,440 --> 00:34:02,720 sell from setie right, learn how to sell from the webinar or any any 441 00:34:02,759 --> 00:34:08,719 stage. And so infusion selling is going on one of the strategies. In 442 00:34:08,800 --> 00:34:13,599 fact, there's nine nine specific types of strategies, but one of them is 443 00:34:13,679 --> 00:34:16,199 belief shifts. And so that's an example. And so you can start with 444 00:34:16,280 --> 00:34:22,920 asking yourself, what are the beliefs that I must shift in order to allow 445 00:34:23,000 --> 00:34:27,559 the audience to be ready to say yes to my offer. Yeah. And 446 00:34:28,000 --> 00:34:31,960 the problem is is that people think that that is not valuable, but it 447 00:34:32,000 --> 00:34:37,639 actually is. In fact, we you know, we run webinars launches like 448 00:34:37,760 --> 00:34:42,559 quite often and we get a lot of feedback from people and they will say 449 00:34:42,639 --> 00:34:45,599 that one shift, that mindset shift, like completely changed my life. That 450 00:34:45,639 --> 00:34:49,559 was so valuable. Now I didn't teach them anyhow too, there was like 451 00:34:49,800 --> 00:34:55,400 zero how to, but the shift in perspective is incredibly valuable. And so 452 00:34:55,519 --> 00:35:01,000 that's like one strategy of infusion selling. Another strategy is storytelling. So telling 453 00:35:01,000 --> 00:35:07,880 the right stories throughout your presentation and a conversion story is an infusion selling strategy. 454 00:35:07,920 --> 00:35:13,519 It's one of the nine strategies right. Another strategy is what are called 455 00:35:13,519 --> 00:35:19,800 tantalizing your tools, which is throughout the presentation you're actually having moments where you're 456 00:35:19,840 --> 00:35:22,480 talking about some of the strategies at a high level or some of the tools 457 00:35:22,519 --> 00:35:29,199 templates, scripts that you use in your program, and you're teaching on those 458 00:35:29,239 --> 00:35:31,639 things in the presentation, but not too detailed, like you're just kind of 459 00:35:31,639 --> 00:35:36,440 teaching on it at a higher level. And then what happens is when you 460 00:35:36,559 --> 00:35:39,559 make the offer, you show, you show how those scripts are in the 461 00:35:39,639 --> 00:35:43,800 offer, or those templates are in the offer. That's part of it. 462 00:35:44,079 --> 00:35:47,599 And so all of a sudden, what's happening is you're teaching and you're selling 463 00:35:49,000 --> 00:35:52,280 at the same time. Yeah, so that's infusion selling. Yeah. I 464 00:35:52,320 --> 00:35:57,039 love that. And you know, coming back to the how to content versus 465 00:35:57,079 --> 00:36:01,039 the belief shifting, this comes up so much with my audience. I hear 466 00:36:01,039 --> 00:36:06,800 this over and over again when because I teach something similar in your launch content 467 00:36:07,039 --> 00:36:10,000 in launch magic right where I'm saying, you know you, actually this is 468 00:36:10,280 --> 00:36:15,559 super valuable because in your example, if you try to teach somebody how to 469 00:36:15,559 --> 00:36:17,960 sell and they still believe that selling's ikey, they can have all the how 470 00:36:19,039 --> 00:36:21,000 too is, but they're not going to actually get out there and do any 471 00:36:21,000 --> 00:36:22,119 of the selling. So they're still not going to be able to get that 472 00:36:22,159 --> 00:36:27,679 outcome. And that first step in giving them the value is shifting that belief. 473 00:36:28,119 --> 00:36:31,239 But because because you, as the expert, knows so much about selling 474 00:36:31,800 --> 00:36:36,880 and you assume you already know that selling's not ikey, it doesn't feel valuable 475 00:36:36,880 --> 00:36:39,039 to you, but it's so valuable to the people who are learning from you, 476 00:36:39,599 --> 00:36:45,880 So I absolutely love that. I'm curious as well, like what other 477 00:36:45,039 --> 00:36:50,719 big I guess mindset blocks come up with selling. We know Selling's IKEY is 478 00:36:50,760 --> 00:36:52,679 a huge one. What else have you noticed comes up a lot with online 479 00:36:52,679 --> 00:37:00,440 business owners. I think another block is that my offer isn't valuable or my 480 00:37:00,559 --> 00:37:07,599 offer isn't good enough. And part of that I think should be worked out 481 00:37:07,639 --> 00:37:12,400 through doing the work. And what I mean by that is I think that 482 00:37:12,440 --> 00:37:17,039 there is a scale of certainty that you create in your offers. And if 483 00:37:17,079 --> 00:37:22,039 someone was to watch someone who is incredibly established in this industry and they make 484 00:37:22,079 --> 00:37:28,360 an offer and there's a huge amount of certainty in their offer in fact, 485 00:37:28,400 --> 00:37:32,679 like they truly believe in the offer. First of all, that is incredibly 486 00:37:32,719 --> 00:37:38,039 attractive. Right. We know that certainty in an offer you as the creator 487 00:37:38,119 --> 00:37:44,320 of the offer. Certainty is one of the most powerful selling mechanisms there is, 488 00:37:44,360 --> 00:37:49,719 because selling essentially is really a transfer of emotion as well and motivation. 489 00:37:50,559 --> 00:37:54,880 But if you don't feel comfortable or confident in your offer yet, first of 490 00:37:54,880 --> 00:37:59,079 all, that's okay, Like that's where most people start where I started, 491 00:37:59,599 --> 00:38:05,000 And part of it is you actually need to there's actually three levels that I 492 00:38:05,079 --> 00:38:09,920 teach with certainty and an offer. The first level is personal transformation or personal 493 00:38:09,960 --> 00:38:15,000 certainty. So in other words, you personally have seen a transformation from the 494 00:38:15,039 --> 00:38:19,960 stuff you teach. And even if it's you know, we talked about nutritionists 495 00:38:19,960 --> 00:38:24,800 before, it could be just that you are convinced personally that this stuff works 496 00:38:24,920 --> 00:38:29,239 right, So you need to make sure that you're convinced. The second level 497 00:38:29,960 --> 00:38:34,159 is that you're clear on how to take people through that process to see a 498 00:38:34,159 --> 00:38:37,920 transformation. And usually that's solved through a pilot program or some sort of beta 499 00:38:38,039 --> 00:38:42,159 program or something like that. And so when I know, for us, 500 00:38:42,159 --> 00:38:45,159 when we first launched our core offer self from Stage Academy, I sold it 501 00:38:45,199 --> 00:38:50,239 for like couple hundred dollars and I knew it was worth thousands, and I 502 00:38:50,280 --> 00:38:52,800 was like, I'm going to sell this for like a couple hundred dollars and 503 00:38:52,119 --> 00:38:57,519 all I want is just really a testimonial from you guys and some results. 504 00:38:57,559 --> 00:39:00,880 I want to see some results. Because I was getting on the process, 505 00:39:00,039 --> 00:39:05,280 it was still needing some clarity for me. And so a great way to 506 00:39:05,280 --> 00:39:08,360 do that is to do a better experience, or a low priced experience of 507 00:39:08,440 --> 00:39:13,320 what you teach. Maybe get twenty or thirty people are overn ten people into 508 00:39:13,360 --> 00:39:15,719 it, so you get some great testimonies, which leads to the third level, 509 00:39:16,199 --> 00:39:22,239 which is social proof certainty. And so that is where you have seen, 510 00:39:22,360 --> 00:39:24,880 beyond a shadow of a doubt that this stuff works not just for you, 511 00:39:25,480 --> 00:39:29,599 but for other people. And when you get that certainty, all of 512 00:39:29,679 --> 00:39:32,400 a sudden, those three things add up. You get the personal certainty from 513 00:39:32,519 --> 00:39:36,840 you've been through it, You get the clarity of the process, you know 514 00:39:36,880 --> 00:39:38,400 how to see a transformation. And then third of all, you get the 515 00:39:38,480 --> 00:39:42,920 social certainty, which is other people can go through it. And those three 516 00:39:43,000 --> 00:39:47,800 combined makes you feel like your offer is actually really good. And so part 517 00:39:47,840 --> 00:39:52,239 of it, yes, is belief shifting, but part of it is actually 518 00:39:52,239 --> 00:39:54,920 just doing the work. And sometimes that'll take three months, six months, 519 00:39:55,119 --> 00:39:58,199 but that's worth it. Like I know, for me, I'm in this 520 00:39:58,280 --> 00:40:00,719 for the long game, and so I'll put in six months just to get 521 00:40:00,760 --> 00:40:05,920 that certainty so for the next six years I can sell my offer with absolute 522 00:40:06,239 --> 00:40:09,360 confidence. Yeah. I like how you've broken it down into those three levels, 523 00:40:09,400 --> 00:40:13,599 because I think something that holds a lot of people back is they're thinking, 524 00:40:13,599 --> 00:40:15,320 well, I've got this offer but I don't have any testimonials yet, 525 00:40:15,320 --> 00:40:17,880 so I can't sell it. But then I can't get the testimonials until I 526 00:40:17,920 --> 00:40:22,000 sell it, and they end up just spinning their wheels, not actually moving 527 00:40:22,039 --> 00:40:25,239 forward. Whereas if you just get it out there and you can start to 528 00:40:25,280 --> 00:40:30,239 get that proof and you can start to build that conviction in your offer, 529 00:40:30,440 --> 00:40:34,400 then it becomes so much easier to sell it going forward. So I absolutely 530 00:40:34,440 --> 00:40:37,920 love that now, Colin. I have one question that I ask every single 531 00:40:37,920 --> 00:40:40,239 podcast guest at the end of an episode, and that is, what was 532 00:40:40,239 --> 00:40:45,639 the time that you took imperfect action and what happened as a result. I 533 00:40:45,639 --> 00:40:52,119 should have perfect action. It's like every time, yes, but if perfect 534 00:40:52,159 --> 00:40:58,480 action. I mean my example of when I launched sell from Stage Academy as 535 00:40:58,519 --> 00:41:00,599 a beta offer, I offered it for a few hundred dollars. I literally 536 00:41:00,639 --> 00:41:05,480 had it was like six zoom calls that I had booked in and I had 537 00:41:05,519 --> 00:41:07,840 like six ideas I wanted to talk about. I had no templates, no 538 00:41:07,960 --> 00:41:12,920 structures, nothing, I didn't have anything kind of mapped out other than like 539 00:41:13,000 --> 00:41:16,039 some core ideas, and we got like I think it was like forty or 540 00:41:16,039 --> 00:41:22,360 fifty people kind of joined and I just walked and each week I kind of 541 00:41:22,360 --> 00:41:25,559 designed the process, and then that thing has turned into a multi multimillion dollars 542 00:41:25,559 --> 00:41:32,039 a year business. And so that imperfect action completely changed my life. But 543 00:41:32,159 --> 00:41:36,880 when I think about it, it's fascinating because if I look back on my 544 00:41:36,960 --> 00:41:44,159 course creation journey, my first course I built without audience interaction, and then 545 00:41:44,280 --> 00:41:47,239 I learned over the period over the time, is that if I can get 546 00:41:47,280 --> 00:41:52,000 better feedback and kind of do it more imperfect at the start and get some 547 00:41:52,039 --> 00:41:57,159 really good feedback, then ends up being a better experience. And so the 548 00:41:57,239 --> 00:42:00,800 imperfect action, where it wasn't trying to get it as perfect at the start 549 00:42:01,440 --> 00:42:05,960 was ended up more profitable than trying to get it right from the start. 550 00:42:06,480 --> 00:42:08,800 Yeah, oh love that story. Love that story. I'm a big fan 551 00:42:09,039 --> 00:42:13,679 of, yeah, selling something and then creating it. And you know, 552 00:42:13,840 --> 00:42:16,840 having gone through self from stage Academy now it's like that is I would never 553 00:42:16,880 --> 00:42:21,719 have known that that was something you first taught. Just live on Zoom calls 554 00:42:21,800 --> 00:42:25,719 because it's now super professional, the modules all beautifully recorded. So Colin, 555 00:42:25,760 --> 00:42:30,239 you've also got your conversion story formula, which I think some of our listeners 556 00:42:30,360 --> 00:42:36,159 might have. It might be a little bit interested in after now hearing the 557 00:42:36,159 --> 00:42:38,639 three elements of that conversion story, can you tell us a little bit about 558 00:42:38,719 --> 00:42:43,280 that framework, and I'll pop a link in the show notes and let them 559 00:42:43,320 --> 00:42:45,559 know where they can get it. Yeah. So I think if people have 560 00:42:45,679 --> 00:42:52,199 resonated with this content, you would love to create your conversion story, which 561 00:42:52,199 --> 00:42:54,840 I think is like the easiest place to start because you can use that on 562 00:42:54,960 --> 00:42:59,559 a webinar, you can use it on a podcast, you can use it 563 00:42:59,599 --> 00:43:06,800 on Facebook Live. Like it's so like applicable everywhere. The conversion story formula 564 00:43:07,639 --> 00:43:13,320 is essentially it's a it's like a short mini process that takes people through in 565 00:43:13,599 --> 00:43:16,079 under forty eight hours. My guarantees that you will have your conversion story. 566 00:43:16,400 --> 00:43:20,840 So some people look for it for years, they're like ten years they're still 567 00:43:20,880 --> 00:43:24,480 looking for their conversion story. My goal is that you'll have it in forty 568 00:43:24,480 --> 00:43:29,360 eight hours, right, And so that's a really cool place to start. 569 00:43:29,440 --> 00:43:32,199 It's really quick, it's cheap, it's like simple, and you can just 570 00:43:32,199 --> 00:43:37,039 get started and just see amazing results run away. So get your story. 571 00:43:37,039 --> 00:43:42,199 Don't let your don't let that stop you from from bringing your course. You're 572 00:43:42,280 --> 00:43:45,159 offered to the world. Your conversion story can be discovered so quickly, and 573 00:43:45,199 --> 00:43:49,280 so that would be a great place, I think for people to start. 574 00:43:49,320 --> 00:43:52,599 And I know that you've got a link in the show notes and some different 575 00:43:52,599 --> 00:43:54,039 ways to that. Yeah. Yeah, So if you want to grab that, 576 00:43:54,119 --> 00:43:57,760 you can shoot me a DM on Instagram. I'm there at Steph Taylor 577 00:43:57,800 --> 00:44:00,280 dot co. Send me the word conversion and I'll send you the link to 578 00:44:00,320 --> 00:44:05,559 that automatically. You can also find that at Steph Taylor dot co slash conversion. 579 00:44:06,119 --> 00:44:07,800 Thank you so much, Colin. This has been such a I feel 580 00:44:07,800 --> 00:44:13,800 like we've condensed so much value into this short episode. So I want to 581 00:44:13,800 --> 00:44:15,599 say big thank you to you for being here and for sharing all of that 582 00:44:15,679 --> 00:44:21,280 with my listeners today. Yes, Steph, look, you're amazing and for 583 00:44:21,400 --> 00:44:24,039 everyone who is a listening here, you're in great hands under Steph, and 584 00:44:24,079 --> 00:44:29,039 so it's been a pleasure being on the podcast. All right, That is 585 00:44:29,119 --> 00:44:32,599 it for today's episode. If you haven't already hit subscribe, make sure you 586 00:44:32,679 --> 00:44:37,719 hit the plus button in Apple Podcasts or the follow button in Spotify and you'll 587 00:44:37,760 --> 00:44:43,920 get each new episode straight to your podcast app every Monday, Wednesday and Friday. 588 00:44:44,079 --> 00:44:45,719 And if you have any friends who you think might be struggling with this 589 00:44:45,880 --> 00:44:50,280 issue, hit the share button, copy the link, and send it over 590 00:44:50,320 --> 00:44:52,000 to them. It's how I get to help more people. Thank you so 591 00:44:52,079 --> 00:44:53,679 much for listening. Catch you next time.