September 12, 2023

Transcript #215: The Power Of A Signature Talk: Saying Yes & Staying Visible (Even When You’re Swamped!)

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Transcript #215: The Power Of A Signature Talk: Saying Yes & Staying Visible (Even When You’re Swamped!)

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The Power Of A Signature Talk: Saying Yes & Staying Visible (Even When You’re Swamped!)

– Transcript Ep #215

Hint of Hustle Podcast Cover

1:54  

Well, Hebron welcome back to another episode of the hint of hustle podcast, I am recording again, from a podcast studio in downtown bend, my house is swarmed with children. My kids, my sister is in town with her three kids. So they are all entertaining each other and I snuggle away for a few hours booked this recording space. And I am cranking some stuff out today preparing for our upcoming launch. And also preparing for getting ahead on podcast episodes because I only have a few months left until the bomb drops. And that bomb is this baby that I’m carrying. So I’m really having to work out what’s ahead. Which if you’ve listened to the show previously, I have an entire episode talking about why I don’t match content. And I also on that episode stood behind different seasons bring different reasons for choices in your business. And I’m in a season where I have to get some batching done. But this episode today, what I really want to talk with you about is navigating a problem that I see a lot of business owners have when they get going with speaking when they decide to start really getting more visible in their business. And they’re going yeah, I want to do all the things Heather, I’ve heard you, I’ve heard you say alright, I want to, I want to talk on different stages, okay, I’m gonna start pitching myself, I’m gonna start getting out there on podcasts, I’m going to start, I’m gonna raise my hand to be a guest inside someone’s group, or hey, I’m gonna, I’m gonna pitch this upcoming conference, I think that would be great. And that makes me super excited. Because having the courage to start putting yourself out there is huge. And even if you’re like, Well, I was really scared of it anyways, I just didn’t have time for it. That’s cool, too. I think making the time to put yourself out there is also courageous, because I think a lot of times in business owners we can get really stuck in the excuse of, there’s so many things that have to get done. There’s so many things to have, you have to get done. Those other things are like a nice to have that one day, I’ll get to that one day, like when I have more time in the winter, then I’ll focus on pitching or once I get through this program launch, then I’ll start actively pitching myself and putting myself out there. And if you ever find yourself doing that, when then I call it the win then syndrome where you start future planning things out, but not in the effective planning way more in the excuse for not doing it now kind of way it’s the delayed implementation. What happens is we get so busy with all of the it’s like we’ve we’ve put our businesses on the train tracks and the train is moving and it’s like you can’t get off because you’re just trying to keep up with what you’ve created. But the challenge is what you’ve cleared Created isn’t producing the results you’re after. But do I stop the train? Do I slow down the train? How the hell do I jump off the train and do some repairs? Well, the train is still moving. Case in point, if you’re like me, and you have a podcast, great example. You, if you have a podcast, you’re committed to showing up every single week. And with that commitment, you’re committed to planning your episodes, you have to record those episodes, you or someone has to edit those episodes and the music, edit out the blowing up the nose, or whatever else you added out of your show. I use that example because I just had to do that a bit ago. You have to then load it up into your podcast system, we use Buzzsprout on our show, you then have to write up a little description, you need to title the show, oh my goodness, then we have to tell people about it. So we have to post about it, we send it to our email list. There’s all these things. And what I find oftentimes with with business owners is they start out real strong doing those things. And then it becomes Oh, my gosh, the train is moving so fast. How do I how do I streamline this out? Well, bits are cutting corners a bit, and then we start adding more things to our plate. And I bring all this up is because something like Oh, I know I need to get myself out there more. We don’t have time for it. When we already have all these commitments for all of this. It’s not even necessarily busy work. But the business we built requires a lot of time and attention. Now, sidenote, if you were on the show, in the spring, I talked a lot about how systems are so critical. But even still what I find when I really get to the heart of it with most business owners, and we talk about Okay, so why are you not actively getting yourself out there right now? And or if you are getting yourself out there right now, why do you think you’re not getting the results you’re after. And a couple things typically come up. Number one, there are some inner hesitancies. Now whether that self doubt, whether that’s a smash hit good enough yet, or a program is quite not ready for me to explode with visibility. So I want to get that already first, which is total bullshit, y’all total and complete you like cart before the horse, like get out there, start refining your message. I’ll make your program better. But so that’s one area. And by the way, if you do struggle with some of those internal head games, we all do, by the way, we all do. Even side to side tangent, here we go. Even people that you would never think struggle with that. Oh, they do. Oh, they do. And the thing is, is for them, it feels. And this is this is probably you if you’re listening, if you’re already out there, if you’re already speaking, if you’re already showing up on your voice. It’s not like that nagging impostor syndrome or self critic is like, preventing you from taking action you’ve gotten used to taking action even with that voice. The hard part is is the second guessing you do have yourself right before you take the stage or what I find is right after that is the worst. And it’s hard to say that because I don’t know if you’d like me, I have a high when I get off stage like it is elated like I’m a high of like, Yes, I’m so damn good. Then the hangover sits in, and it’s the stage hangover it sits in, where you start thinking and running the play by play back through your head. And then you start questioning like I thought it was good. But was it actually good was it actually affected points that even make friends if that even makes sense. And the hard part is, is when those the inner loop is happening. It gets really judgy hyper critical. And it often comes from a place of we don’t know how to critique ourselves when it comes to communication skills, public speaking skills of any kind. And it’s because our experience with critiquing is watching other people in judging or back in speech class in high school, counting arms, or, like that kind of thing. Right? So if you don’t know how to critique so since we don’t know how to effectively critique ourselves, we like we like go for the jugular in those thoughts. I don’t know that’s you like I definitely have had that experience. And that’s what I find a lot of times with my clients who are already out there speaking is that it’s the it’s the hangover ahead game. That is the worst it is the worst. It doesn’t prevent them from putting back out there but it does exhaust a bit that second guessing leads to kind of overcomplicating things What happens is sometimes we then try to overcomplicate what we’re teaching to sound a little smarter and a little fancier. Sometimes we sneak a little bit more into our stories really trying to prove that we know what we’re talking about. You see, it surfaces up in different ways. And we don’t actually even realize those two things are connected. But here’s the big challenge, a big problem I see. So the thing is, is one, just getting yourself out there on stages more consistently. That’s just step one. Step two, is managing the how you’re showing up, and how the head game might actually be sabotaging how you show up. Now, all this to say, you’re like, alright, Heather, you’re kind of pegging me right here. I like fit into both those categories, or you really got me with that one thing that you said there about the hangover. I hear you. I, I struggled with this for years. And I just thought it was part of putting yourself out there. I just thought it was part of living that life where you weren’t going to be on stages, or you weren’t going to do public speaking or giving presentations. And then I realized, something that changed the game for me. And it wasn’t intentional.

11:20  

But once I realized it, I was like, oh, oh, who? Okay, so here it is. So you know, I’ve shared this before my like, I have been speaking on stages for 20 years, but professionally speaking like business style, keynote talks, presentations really effectively, helping audiences take action is for them for the last 15 years. But for 10 of those I worked in corporate, I was the head of attorney department. And my job was to lead the trainings for our clients. Now the cool part about that company was, we had what was called members. So if we were to translate that over to the online space, think about like a membership. But the membership was more of a, like a management firm or consulting. So case in point, these weren’t like, potential people coming to our training sessions, these were our clients, and they would come to trainings over and over and over again, and they would bring their teams, that’s a may or may not be an important detail to the story, we’ll circle back to that. Anyways, what I found is there were a certain certain number of talks that I would build, and then deliver, we had a couple specific events that we would do like three times a year. And so the first year that I was the head of the department delivering the keynote on stage, the first few times I gave the talks, they were really good. They were very story driven. I’ve talked about this before, I stood on stage in front of doctors, and I shared my story of hearing loss. And I really connected to their hearts and help them reconnect to their why. And that was really powerful. And then I connected that to the teaching. And it was good. And that first time I did that it felt really good. High was really good. I thought that speakers high, many of us have experienced. And I did that a couple times. And what was interesting is, as I got more familiar with the audience more familiar with the topic, I started changing the talk a bit and started making a talk, yes, still story based, but I added some more meat in it. And what happened when I started delivering a quote unquote, new talk, that’s when the head game came back in. That’s when after the talks, people were giving me all this praise. I mean, people would cry with me sharing my story. People would then tell me at the next event that oh, my gosh, Heather, I shared your story with one of my patients. I like my my hearing loss stories specifically. And I’ve never told the entire story here on the podcast before because the one that I told was very specific to the audiology industry. But it really made a huge impact. And so I led with the story, and then had the teaching second. But once I started really making it more of a keynote talk that we’ve story and teaching, because it was setting up this whole conference. Once I kind of packaged things up and built the talk the night before the week before and delivered it that head game would get really strong. And here’s what I noticed. Every time I had to deliver a seemingly new presentation. So whether that was to one of those events, or I would often get shoulder tap to fly to another city and be part of a presentation team that would be delivering talks to manufacturers. So for example, unbeknownst to me at the time, they were looking to sell that organization to our management firm to a hearing aid manufacturer. So I was being shoulder tap to come present what my team and I did to These different manufacturers that flooded New York, flew to Denmark flew to Minneapolis like all over the place giving these presentations around how we do training and organization to get these doctors listened to us. And here’s what was interesting. So a different kinds of presentations, right, we would give presentations to prospective members presentations to current clients, presentations to potential buyers of the company. And then within the client presentations, I had one around. Like patient experience, I had another one around leadership around team dynamic had all these different topics. Okay, circling back why this is relevant? How just come back to the hit game hangover. I mentioned. The interesting thing that I found over time is the first time I did a talk, it typically came down to the wire. It typically does. I built it the night before. And the first time I gave it, I was like, why would I have that? Hi, I had that. Hi, that was so fun. That was so great. And when I got on the plane or back to my hotel room, I would do that hill, but was it what like, oh, I should have spent a little bit more time I and then that little inner game, and I got good at fighting that inner game, but it would always come up. But what was interesting is once I had the first round at a talk, I never had to build it again. I could then refine it. And so instead of building the talk that I before, I was able to think about like Oh, how did they react? How did it go? I refined it a bit. And this is what led me to the iterative process, the draft process, if you will, of creating talks. Now this is really the thing that helped me fight my inner game, that inner like woulda, coulda shoulda type of thing. But it was the nailing the right talk topic. That was the game changer. Let me say that again. So the the iterative process. It’s something that I call the shitty rough draft process, the ESRD process I teach inside my programs, I’ve talked about it before on the show, which is like, we just have to get that shitty rough draft down that first version done and then start refining it. That is the process you have to be willing to be messy to get to the part where we can be magnetic. That is what I teach. That is the process. But oftentimes people hear that Okay, Hi, there, I hear you, I just got to get a draft done. Okay, have a talk, and I’m just going to refine it. You see, I realized when I was telling people this, I was doing them a disservice. Because people would hear me go, I gotta embrace the crappy rough draft process, I just gotta like, keep going when I just have to keep just testing it. What was happening is people would just be testing it. But remember earlier how I said that most business owners don’t know how to critique themselves. They’ve never taken an official public speaking class. Or if they have, it was like, here’s how to use hand gestures, or here’s how to use arms. Or let’s talk about your vocal tone, which those things I like laugh and talk about it. They’re all important, but they lack the the teaching, and the awareness of when it comes to speaking, when you’re using speaking as a marketing tool. As a business owner, when you’re making your voice and your teaching, become an asset for your business to connect with potential clients, you have a responsibility to ensure the substance of that talk hits the mark. So process number one for dealing with that hangover effect with your head name is embracing that iterative process, you’re not going to get it right out of the gate and it will be a process. But the second part of it is you really have to ensure that you’re nailing your message in order for it to do its job. Now what do I mean by job like talked about this before, I’ll link to the episode where I talk about the different objectives that can be in play when it comes to speaking. Or if you’re listening this live, you should just come over and join me in my free audio series, the becoming an own authority. I walk you through this exactly. And I talk to you about how to make what I’m talking about today happen. But what you’ll have to understand is when you’re just teaching to share knowledge, you can talk about whatever the hell you want. But when you’re teaching to create a true impact, which means you are able to monetize that reap the rewards of your time on stage. And your audience also reaps the reward of hearing you and experiencing you on stage. They’re not only inspired, they’re ignited to take action, to see the world differently, to do something differently, to take action to help them get where they want to go. You see when you want to make an impact, you have a responsibility to be more intentional and let’s fly and less emotional and what’s on the flavor of the week, when it comes to your message, that was probably gonna be no surprise to you that I think the best way to do that is by having a signature talk. Now, I believe that every single expert must have a signature talk. Every expert must have a signature talk. And if you’re creating an information business, right, whether you are selling courses, or a membership coaching services, maybe doing consulting, or you’re doing one on one services, there is a thing that you do and you do it really damn well. It’s a reason why you do it. There’s a reason why your audience needs you to do it. The reason why they need you in there help, being able to package that up in a talk aka in a message that magnetizes your perfect fit client.

20:53  

Can you like, just think about it for a second? How much time would you save, instead of chasing, and trying to find clients and trying to like, reinvent the wheel or come up with what am I going to talk about, or when a speaking opportunity comes your way. Or you do say, Hey, I’m really busy right now. But I should get out there a little bit more, if you had a go to topic or a couple topics to grab from, don’t you think you would kind of be like, I can’t use the excuse of I’m too busy. If you knew what you were talking about, if you could just show up for a podcast interview and deliver your genius with confidence knowing that these are the talking points you need to hit to serve your audience, like knock their socks off, and know that it’ll get you results in your business by driving your authority up, driving your leads up. And then ultimately driving your sales up. Wouldn’t that be worth like, pausing for a hot second on writing your show notes or your newsletter or whatever it is that’s on your cleaning out your Dropbox or whatever it is, that’s all you have to get done this week. So your signature talk is it’s not just about it’s gonna be a bold statement. It’s not just about speaking, it’s not just about being confident onstage and what you’re talking about your signature talk is a time saver, my friend, because how much time do you spend your head spinning over and over going like, which the Post this week? What should I talk about this week? I want to pitch but like what topics should I do? I don’t know if this is your like active things that you’re you’re thinking about, but they’re delay tactics for why you’re not out there in a bigger way. Instead, we’re trying to figure out like, oh, how do I become more effective at reels? How do I Oh, wait, do we do hashtags? Is that a thing? Oh, no, we’re using keywords. But do I put him in a caption do a permanent post? Wait, okay, hold on. I start Facebook groups are back y’all I need to start a Facebook group or oh, wait, I’m hearing private podcasts are authentic, let me do one of those Heather did well not should do one too. We keep chasing and Frogger hopping thinking that we’re going to find a strategy that’s going to put us in front of our ideal person. But here’s the thing. I’m old school in this way. I like I like tactics that are like new and sexy and fun to try. But I stick with classic strategies that I know work. And I know above all, when you’re an expert, when you show up and talk about your expertise in a super effective way that meets people where they are that converts, and it converts very well. Now the thing is, is what I have noticed, so recently modeling out and making some changes to my frameworks in my business and just how I teach things I’ve really learned so much these last five, six years. And how I’m talking about what I do right now is I help help business owners message market and monetize their expertise. Those are my lanes, the message piece is the okay, what are we talking about? How do we structure that message? How do we really get it right? So it has the results you’re looking for for you and your business? That second piece around market? How do we market it? How do we get you on more stages? How do we package it up so that you’re seen as an expert? How do we make sure that you look legit online have like that speaker page that bio, all those pieces? How do we really build up your stage and get on other people’s and then monetize? How do we connect all these efforts into actual profitability? profitability for your business? So how does it connect to your programs? How do you sell from the stage? How do you sell yourself as a speaker? How do you book consulting gigs on the back end? How do you effectively sell on the back end into your programs? All these things, those are my three lanes and it’s gotten really clear for me over the last six months. But what I noticed is people who do what I do, who teach speaking or business coaches who teach visibility, they typically play in One of those three lanes where they talk about like, build it, I just knocked over my microphone microphone. They tell you like, okay, built the talk, little checklist thing here. And where they really focus in like this market, let’s market it, let’s get you out there, let’s make money, I’m going to teach you how to sell from the stage, I’m going to teach you how to like, make all this stuff as a whatever, speaker. And that’s all well and great. And what happens is your soul, like, here’s the tried and true formulas and the strategies, and then this to get out there. But you’re still left with that same damn problem, which is, but am I talking about the right thing? And how do we do it the way that stays in integrity, where I feel good about it, where I like, I feel like I’m bringing my true heart my true self, I’m not trying to hide between our behind NLP tactics or psychology phrasing to manipulate people, or that you’re trying to like fit into a script, because you think you have to, I find that the people who teach the business side of speaking really lack on the effective, how to craft a presentation that gets you results, and makes your audience feel so delighted. And just so thrilled that they were able to hear you both from an inspiration perspective, but also from an impact because it lives on with them, and they take it with them and do something with it. Right. On the other end, I see other speaker coach, and this is not to throw anyone down, I just want to help you understand that there’s a nuance between these things. On the other end, I see a lot of speaker coaches who have been speakers, and they got their start as news anchors or reporters or actors or actresses. And they just love the artistry and entertainment of being onstage. And that’s super cool, right? That’s not my background. I was performing I was little I used to sing a lot. But I don’t have the like, stage, whatever. I mean, I’ve learned it bless 20 years Oh, hell, I’ve learned it between my experience and Miss America, between speaking on stages, delivering presentations and corporate. We’ve talked about this before because of my hearing loss. I read body language and I’m very expressive with my own. That is by design. I have stared in the mirror at myself for hours at a time. No, not because I’m vain. But because I’m curious what my face does when I’m speak. I have stood in front of a mirror and I’ve watched my hand gestures for Could you not three years straight I took every single phone call streaming through earbuds are my hearing aids when I had them. And I took them standing up in my office at my old job. And I walked around the room to practice walking, listening, walking, talking, practice hand gestures, while speaking hand gestures but listening, I was on a mission to say how do I make my hands look less long and awkward and gangly? And how do I make them feel more graceful and intentional when I speak? So, yes, the stage artistry and experience I have definitely mastered. And I understand where people get stuck. And I teach that too. But a lot of times people who teach speaking skills and public speaking, they’re really missing the acumen around but how do we drive results for the business? Your business? Like how do we get results for you and your business and not just create a really powerful experience for the audience? I believe you can have both. But here’s where these two things collide. The iterative process that I mentioned before, around speaking, where most people want to do is they want to focus their time on the marketing and the monetization of the Okay, how do I get my expertise out there? How do I package it up? How do I get more people looking at it? How do I do this Yatta Yatta, yatta yatta. But the message having a really good message, aka I believe that sort of signature talk, that becomes the magnet that people are drawn to you speaking opportunities come to you that when you’re marketing and monetizing all that’s amplified by a really good magnet, aka an effective talk, effective message. So what I have really gotten clear of is where my sweet spot is. And that’s what I’m going to encourage you to embody for yourself is I embrace the iterative process getting your message nailed. It’s one of the things we do inside the signature talk accelerator. Signature accelerator is all about like that stage one of getting your message nailed. It’s how do we actually take your expertise, package it up in a specific structure that meets your audience where they are gets all the right talking points to help them like hit the head nods of Yeah, okay, this is what’s going on. This is what I want. This is the person to learn from and drives them into the next action. Well, that could be working with you. It could be a homework assignment you give them whatever the action is, right. But sometimes we’re not speaking to like sell something right. Sometimes we’re being paid to speak. So there’s a deliverable that we’re giving, which is the talk and we want them to be successful with that talk. So with the message, but I I want you to think about is we want to get your signature talk to the point where you have a version that is done that isn’t just like I slammed it together, and now I’m gonna test it. But it’s intentional, it’s well designed, you have the draft, you’ve developed the slides, your key talking points, you know, your stories, it’s not going to be perfect, but we can get you to kind of stage one delivery. And we call it your talk run through where you deliver it in front of a live audience. So you can get all the weird transitions, all the like everything out. So that you can objectively look at and say, Am I hitting all the pieces? And how do you actually evaluate that? And say, what, how am I measuring the effectiveness of it, once we have that message, that first kind of pass at that magnet of a message, then we can focus on marketing it, monetizing it, and then refining that message over time. That is the process of how you truly become a thought leader, how you truly become that like go to person in your field, as you have to be known for something, which means you have to like, boom, put the flag in the ground and say, All right, my signature talk topic, and the way that I structure it. That is how you start saying, Alright, this is my thing. And other people start recognizing you as known for that thing. That’s where this comes about. Okay, let me get back to my notes here, because I went a little side tangent there, which was really beautiful, and hopefully enjoyed it.

31:39  

Now, what I hear a lot from business owners is going, I don’t really have one signature thing, you might you might be thinking this too of like, just nailing it down to one thing is really freaking me out. So if the term signature talk, if that isn’t one intimidating to you, or you feel like it’s too constricting, why don’t we swap the term signature with damn good. So instead of a signature talk, I want you to think about this, I want you to create a damn good talk. That’s the switch. So the the same way that we create a signature talk the processes that we follow. Long before I had a business and had to be known for this one thing that I do now, I was delivering presentations to the mentioned before to prospects, sales presentations, to potential buyers, to different audience groups. So working with office managers versus business owners versus front office staff versus back office staff, I was teaching leadership or customer experience or patient retention, like all these different topics, right. But every time I delivered a talk, it had to be effective, there was a structure that I developed, and that I started using to build all of my talks to get results from those talks. The word signature full disclosure, I didn’t start using that word until I got into this space of public speaking, coaching, working with business owners, and realizing Alright, we got to be known for this one thing, we got to build your main talk, that’s what I called at the time, like your main talk, we’re going to build that first because that’s what you’re leading with, from a branding perspective. But then you have other supporting talks, I actually think business owners are not going to just be one talk wanders, you should have a little ecosystem of a couple of talks in your business that you can pull from them. Otherwise, I mean, you’re going to be constrained right where you are constrained, where you have an opportunity where you want to speak like in someone’s mastermind or something else. And sector talk topic might not quite be the one you want to do. Maybe you want to do some a little bit different. But if you’re just recruiting on the fly, while you’re gonna build a damn good talk, I mean, it might be entertaining, but is it going to be effective. So what we want to do is use the same process aka the damn good talk building process to ensure that you feel confident building a talk and a structure that serves the business and it serves the Sox off your audience. So if you’re struggling with the idea of signature, don’t worry if you’re like, I don’t really know what like my core thing is I do a lot of different things in my business. I’m not going to fight that battle with you today to tell you pick one thing, I’m going to say pick the first let’s pick the first topic we want to really nail down and work on what I even might be like, but what is that? I would just logically think what is the primary program, primary offer primary service, primary thing that you want to do for money in your business? And your signature talk should align with that if it doesn’t, my friend What the hell are we doing here? Say that with all the love in the world, but if they’re not aligned, how can you expect to build a profitable and thriving expert business so Okay, so we’re gonna forget the term like signature, like don’t put that pressure on yourself, if that’s just like feels like too much, or you’re not at that point yet. swap it out with damn good talk. Okay, I also want to mention that I passively said this before, but it probably piqued your interest, how a signature talk or a damn good talk truly saves you time. Okay, let me ask you an honest question. Hopefully, they’re all honest. But how many times in your business? Have you found yourself recreating the same things over and over and over again, where you’ve come across something that you created years ago or months ago, and you’re like, damn, I was really good. Maybe with an email, maybe it was a I don’t know, maybe it’s a post. Maybe it was a live you did inside your group. But all too often we create content in our business. And then we keep re creating content and our business. I see people do this a lot when it comes to selling their launches. They’ll recreate, recreate, recreate, it’s like reinventing the wheel. That’s the term right. So the thing is, I want you to consider a damn good talk or a signature talk because I’m going to recommend, I want you to think about that as let’s say, okay, so Taylor Swift, super big deal right now, right? Okay, this might really get me in the muck. I am not a huge Taylor Swift Fan. Oh my gosh, I said it. Not that I don’t like Taylor. I respect the hell out of Taylor. I think she’s incredible performing artist. I think she’s incredible. Like anyone. I went off on a tangent years ago about Justin Bieber, like, I was never a Bieber fan. I never had the fever. But oh my gosh, when I realized that he would write his own songs and plays instruments. Like when I saw that I saw a YouTube video and then I actually went down that rabbit hole with Bieber and like, oh my gosh, it takes talent to create music right now I’m in this whole Charlie Puth rabbit hole. If you’ve watched follow him on Tik Tok. Oh my gosh, you have to follow Charlie Puth on Tik Tok. He’ll take like a sound like thing. And then I’d be like, that’s F sharp and then he’ll put like a whole beat with it with like spoons, and then create this whole jam and then boom genius marketing on the radio next week, right? So anyways, I have like mad mad respect. Anyways, any of these artists will use Taylorist example. Taylor Swift recent era tour. I don’t know what was called. I just know, I know a lot of people posting them out on social media and we’re like, obsessed. I think I just missed an older than Taylor. So I think I just missed the window of being obsessed with her. I mean, outside of Tim McGraw like that was the song. That was cool. Anyways, they’re gonna be like, I totally feel you either. I don’t get it either. Or you’re gonna be like, what’s wrong with you? You just don’t appreciate it, old lady. Either way, I want you to imagine right going into a Taylor Swift concert or insert like a different concert. For me, you’re probably gonna think you’re really weird. My favorite band ever is the fray. I know. Like talk about early 2000s mid mid to like 2010 ish. Like, really big deal. I love the fray. Anyways, imagine your favorite recording artists, whether it’s Taylor the fray Sarah boralus. I don’t know who a biggie I have no idea. That was a throwback reference. When you go to their concert, there are certain songs you expect them to play, right? Like, if journey, or journeys cover band now, if they were on and they didn’t play, don’t stop believing. He’d be like W t. F. Like, it’s just something something’s missing there. So what’s interesting is I just learned on this tangent recording artists, right? They’re artists, they want to express themselves every album has their like, one expressive song was like super they love and they really like they’re really precious with it. But it didn’t get picked up the radio. It’s not like doesn’t hit the recipe of like a top performing song. They it just it this is not going to work right. So well. They can love it. At the end of the day. There’s actually a formula. I know, here we go. A formula when it comes to music around what’s going to make a hit song, what’s going to make a top 10 Song what’s going to make a money making song. Do me go further down the rabbit hole in in the book. Is it good to great or Great by Choice. It’s one of those two, it’s by Jim Collins. He was a keynote speaker at one of our conferences years ago. I remember bringing him in was super cool. We used his book Great by Choice, blue cover. It’s amazing. Anyways, he talks about inside that book something called the hedgehog effect. And he talks about how what’s really important for businesses to stick around by through the test of time is they have to master three things. He’s got a Venn diagram and a circle is the hedgehog effect. And it’s like the one what’s the 1x factor? And in the book, they use the example or I remember He used this example or I use six sample in my teachings later after that conference so either way, this was a mind meld. Jim Collins the three circles are what you’re deeply passionate about this is him what you can be the best at in the world, and what drives your economic engine. So those are the three things that have to go there what you’re deeply passionate about, what you’re can be the best at in the world, and what drives your economic engine. Okay, why does this matter? Coming back to the musical artist, and then we’re gonna head back to the example that I used to use again, I don’t know if this came from the book or I mind melded with with Jim. first name basis. Think about a struggling artist, right? Let’s imagine Taylor Swift just wanted to write songs from her heart. She was deeply passionate about it, and she could be the best one in the world. But if she didn’t have a way to drive her economic engine, aka songs that a recording studio will be like, hell yeah, we want to buy that. And then we want to like, because it’ll get hits on the radio. These companies don’t make money for just like heartfelt songs, right? This is where you have like you’re struggling starving artists playing music on the side of the roll, bro, because they just want to do what they’re passionate about. They it doesn’t matter how good they are, if they don’t have a way to monetize it make money. What are we doing here? Now? Taylor. So knowing that economic engine, this is for any recording artists? Oh, who’s that dude?

41:33  

If there was another person that could make up they had to show on TV. I was like, last year, the year before, where they had songwriters Come on. It was kind of the voice but it was for songwriters, they have songwriters come on and pitch their songs. And man who’s the guy’s name? Ah, have you ever had that happen? Like you know the name of it, you probably don’t know what I’m talking about. Or maybe you do anyways. He’s like a magician here in a song. I mean, like that, at this beat. At this hook. At this piece here, he starts putting in these magic ingredients that turns a song from good and do a hit song. He knows what it takes to drive top hit songs. That’s that name is gonna come to me as soon as I’m done recording. Anyways, coming back to it is if you really want to be effective at not only just talking about things, having that thing make you money, you have to be really clear on what’s driving your economic engine, which is what do you make money from? But also what sells? What do people expect? What do people want? What do people pay for? So coming back to this example, your signature talk or your damn good talk. Another way to look at it is this talk is filled with your greatest hits. These are the messages or the chords, if you want to call it if you’re a musician that you have to hit in order for your like stuff to stick. People expect these and they may not expect because they’re not going to know what content is right. But these are the drivers that really make your talk and your message work. And the more that we get that first rough draft done, right where we have kind of the Okay, this is what’s going here, but then we test it out. We start marketing, monetizing and refining it to really ensure that your best job is like your greatest of all time best off. But where does that come back to saving you time? Well, my friend if you know what messages are your greatest hits, what phrases what mistakes, what, what like internal battles your person’s having, what objections what Yeah, but these are all things, we kind of do and tie that that talk structure I’ve talked about before. But when you know those, can you imagine how much easier it would be for you to be like, Oh, I got to sit down and create my reels this week. Or, hey, I need to do a podcast episode. Let’s go back here. Oh, it’s relation to a launch, Ooh, let’s come back to these Greatest Hits. I need to write a newsletter, take one little piece like you can pull pieces of your greatest hits aka of your talk and use them over and over and over again. So for anyone thinking, like alright, I mean, you’re listening to the show you I know you’re interested in speaking and using your voice more. But in case there was an off chance where you were sitting in that syndrome of when I get x done, then Heather, then I will do this thing you’re talking about then I will start speaking then I will start pitching myself to be more podcasts or more stages or create my own stage. Might it be possible that you have it a little ass backwards? That waiting for your ship to get tight waiting for your other pieces to fall in line for you to get processed for whatever it is that you’re working on right now? Don’t you think those things might come? I’m easier and a little smoother. If you knew, without a doubt, and with high degree of confidence, what your greatest hits were, what to talk about who your person was, what they need to hear at what time, don’t you think that would alleviate some of those pinch pains that you have right now in your business. Now, I’m not gonna sugarcoat this shit, right, I’m not going to tell you that signature talk is going to be the end all be all magic bullet, because it’s not, it’s going to take work, it’s going to be messy, and it’s really going to require you sticking with it. That’s part of the reason why I designed my incubator to help people create their talk was just in a 3d format, because we had to push through the mud and get it out. But you can you can build you can, you can do this, if you want support, you know, I’m gonna be here to support you doors are opening very, very soon, or they’re open right now, when you’re listening to this for my signature talk accelerator, where I’m gonna walk you through the exact process to create that Magnetic Message, there are nine steps. And I’m gonna take you through the first five, which are the most critical, and then give you training for the second four, to get to that point where you can deliver that talk run through so you feel super confident with your first draft, even though won’t be a draft of your talk, then you can start refining, pulling from it really focusing on what are your greatest hits of all time. But if you want to make that happen with me, be sure to check out we’ll put the link in the show notes to either join the waitlist, or it’ll take you straight to the information about it. If you’re listening to this episode, in the month of September, let’s see between September 7, and 20th. And you want to learn a little bit more around what I’m talking about today. Maybe you’re new to my world, and you’re like this sounds great. But I like need to understand a little bit more before I like fully ask commit to the signature talk thing, run over and join what’s left in time of my limited four part audio series. It’s called Becoming a known authority, we will link that in the show notes. But I walk you through exactly what it takes to message market and monetize your expertise. Really what it takes to become that known person and I give you some super tricks around the tax structure that might be very helpful to you. I don’t know why I said it in that voice. It will be it will be very helpful for you people are loving this series, they’re really like it’s just gonna make a huge difference for you. So I want you to embrace that. Either way, whether or not you create a talk with me or you just start refining your own message. I’m supporting you either way. I’m on a mission to help more business owners confidently share their ideas with the world. But I want to do it in a way where you don’t have that head game looming over I don’t want you ever question yourself whether or not you’re worthy to share your message or whether or not you’re qualified enough to share your message or whether or not, you’re good enough to share your message. You are, you are friends. And I’m a firm believer in timing of things. If you listened to show today, you needed to hear this message. Even if it was just like a kick in the butt to say Alright, I’m done with those when then excuses. I’m gonna start showing up in a bigger way. I’m going to start really being thoughtful and intentional of what I share and where I share it. If you want to do that through a signature talk, I hope today’s episode helps you start thinking about that in a good way help you get excited about a damn good talk, here’s a couple ways you can take a little bit further, we will put in the in the notes of this episode. Any other episodes or resources that we have in my brand that will help you with just that today, including how to get on the waitlist and or join the signature talk accelerator. It is my core program to help business owners create a damn good talk that leads to sales and authority boosting and their business. If you want to learn how to do that we can do it together in three days, the last live round of the accelerator will be happening Tober enrollment happens in September, you got to be signed up. I won’t be teaching it live again for quite some time friend because baby Sager is nearing nearing arrival in the world. And I’m gonna be taking some time off from live launching and live programs support. So this will be your last chance to work with me for quite a while. So if you’ve been on the fence wondering, this would be the time to jump in. Otherwise, if you’re listening to this later, and you’re like Damn, I missed it. Head to wherever you’re listening to this, go to the shownotes little description there, find the link because there will be some resources for how we can continue to support you. For now I want you to keep moving. I want you to pay attention because next week’s episode is going to be super good. I have a guest coming in. I’m gonna hold off to surprise you with what that is. But it’s a topic that everyone loves me to geek out on inside their programs. It’s one of the topics that I have as it’s not my signature talk. But it’s one of those talks in my talk ecosystem and is all around storytelling. And next week, I am bringing in a guest to have a conversation around storytelling and specific ways to help you become a more effective storyteller in your business. We’ll also talk about why that’s super critical but We’ll wait for that for next week. So I’ll see you in that episode

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