So when I was a little kid one of my favorite things to do was when kids would go around on the playground and They would start asking each other. So what do your parents do? What do your parents do? And I might was my favorite question because everybody was like, oh my mom's a teacher. My dad's a lawyer or you know, whatever generic Jobs different kids would say and I was just waiting like you got to ask me ask me what my dad does Ask me what dad does Hi, Jimmy. What are your dad? My dad's a nuclear engineer And like what I was like, yeah, cuz I'm growing up. My dad was in the Navy We jumped around a ton and he'd always talked to me about being on submarines with nukes And I was like this sounded really cool And I was like, I'm gonna have the best story of all of my friends so he went from working on subs to working at a nuclear power plant and Come to think about I guess my dad was kind of Homer Simpson before Homer Simpson was Homer Simpson But he didn't like that joke because they have about the same amount of hair also So I don't think that he likes what I point that out But I just always thought that was really cool because I just assumed he's out like I think he's making bombs he's not what he's doing at the power plant, but it just seemed cool and knowing that he was on submarines and Just as a little kid like he it was almost like my dad was this weird superhero to me Which made it really weird right? It's about time. I got into high school. I came home one day And my dad goes, um, I'm quitting my job I was like why? And he's like, yeah, I just don't think I want to do this anymore He's like, I think I want to work for myself I'm like, what are you gonna do? Like ah, it's got to be something really good Now you're just gonna be a spy. Are you gonna be James Bond? What's next? I'm gonna be a real estate agent I'm like, how generic white guy can you get I was like really and he's like, I'm gonna be a real estate agent I'm like, well, okay, and he's like He's like I want to connect with people more He had a gift for teaching he had a gift for wanting to be in front of people Me and my dad have a lot of things in common except that he's six two and a half and I'm not Thank you my 4-eleven mom But I watched you as He made this transition. There were some hiccups at first, but he just seemed so much happier He got to connect with people. He started teaching classes for people that are wanting to get the real estate license He starts having a lot of success He's around more often. I get to spend more time with him. And this was it was awesome I was like, okay, this was a great choice for you. And Then as I was getting older I was like trying to figure out what what I wanted to do with my life My background was as an actor and a performer and if you don't know that life It can be really challenging and not pay a whole lot. I had already waited my share of weighted tables I had done every time I'd done coffee demonstrations in Nordstrom's I can't pass an espresso machine without breaking out in hives because I was that Yeah, I was that guy like why did you need somebody to show you how to put a pod in the thing? It wasn't like I was a barista But I was like, you know what? I think I want to do this like my dad and I are similar enough I think I want to do this and how cool would it be to work with my dad? Game on. All right, dad. Tell me what we're doing So I start going through classes. I finally passed my test. It might have taken more than once But I get signed up We're good to go. Cool. Let's start selling some houses And he's like well Jimmy you have to get Customers first you have to have clients. I didn't really think this thing through. I just assumed you get your license They give you some people you sell some houses. This is the way things go, you know Just like a regular job would be and he's like no we have to go prospect Okay, cool. Is this email marketing? Are we gonna shoot a commercial like? Nope come with me. So we get in the car We go like three neighborhoods over and we park at the end of the block And I'm like, okay, what are we gonna do? He's like I'm gonna take that side of the street and you're gonna take that side of the street And he gave me a pad that looked very similar to this and he said cool just go knock on houses Okay, great. So they're expect that we're coming back. Do we set appointments and stuff? Mm-hmm Okay, so I'm randomly on a Tuesday in the middle of the day gonna knock on a stranger's door and strike up a conversation Yeah Okay 22 year old Jimmy that doesn't know what he's doing But what if you like my dad my dad's having a lot of success and I'm like, okay I got a gift of gab. I can be pretty good at this So dad goes this way and I go this way and I start knocking on doors What I found out real quick is I would either get the weird lady that would like peek out the window and Never answer the door, even though we completely made eye contact That's almost worse who they act like you're not that person there, you know This is before they were just Amazon packages when your doorbell rings now, you just know it's a package and you don't answer Or I would knock on the door and someone would come out and they would have this real like who are you? What do you want? Hey, you want to sell your house and and then they would like look at their yard. They're like, do you see a sign? No, I'm just I'm working and so I try to reference my dad I'm working with my dad and he's really good at this and he told me I should come ask If you had a plan on that, you know, if you want to buy or sell your house No slam 10 houses in 15 houses in Really aggressive lady with some really colorful language runs me off There's dogs and I get all the way to the end of the block dad meets me He has this sheet with like all these numbers and callbacks and he's like cool. So how did it go? I'm like dad this sucks. I was like, I don't know what I want to do this He's like, well, did you he's like did you start convert? Did you do what I told you to do? I Tried I you know I you know put on my best outfit and I tried to smile real big and and just you know Talk to these people I was like, but none of them wanted to talk to me And he's like, well, what what did you say? I'm like I said what you told me to say He's like, let's go to the next block. He's like you me. Let's go together So we go over to the next block funny thing about the next block though It wasn't nicer houses. It wasn't more qualified people in fact The next block over was probably a little little shabbier neighborhood the yards weren't quite as nice and I just thought oh my gosh It's a nice block Was brutal this blocks gonna be so much worse So my dad just goes follow me and just listen just listen to take notes So I go up first door lady opens the door same kind of like gruff exterior, you know Like kind of a excuse me confused look on her face But then it was like magic I just sat and watched my dad and in a matter of minutes all of a sudden they had a rapport and She opens up and they're laughing and she still didn't want to the answer still was hey Have you been thinking about buying and selling your home? The answer still initially was no but what my dad did after the no was completely different than I did because there was walls that went up and everything kind of crumbled for me after that and my dad had this magical way of just putting people at ease and Making connection and this kind of no like and trust factor went in fast to the point where they were laughing together you know thought there were old friends and people were thanking my dad for stopping by and interrupting them in the middle of a Tuesday and I was like, oh, I get it My name is Jimmy Hayes Nelson and I believe that the words we say matter How we say the words matter and effective communication is your number one marketing tool? To connecting to people to go from cold Strangers to warm excited clients whether that's one-on-one I'm assuming you're not knocking on doors, but Godspeed if you are but in a one-on-one situation Or if you're on a podcast or if you host a YouTube show or if you're on a radio or you're doing a presentation like this effective communication is what's gonna set the people that are succeeding and Having a lot of success apart from those that are frustrated and keep getting doors slammed in their face as well And what I'd like to do over the next 30 minutes or so that we're together is I would love to share with you some proven strategies and techniques That will help you make that connection with your ideal client to take them from cold prospect to warm and excited client as well So We teach a two-day workshop in Milwaukee and when we sit down with people that are wanting to improve their communication skills and wanting to connect with people We ask them two questions before we start and they seem really simple The first one is we ask. What problem do you solve? And Who's your ideal client? Now that's who they seem like two very simple questions But sometimes the middle of the and I can see on the look of some of your faces that you might have problems answering these questions Because it seems simple When it comes to your ideal audience a lot of times the people we work with will say something along the lines of well I want to help everybody and I get it. We all want to help everybody But I've also learned that when you try to talk to everybody you talk to nobody And so sometimes people are really scared to niche down right for my dad. It was real estate for you It's the people you're trying to help with their financial planning, right? It's the people that you want to help empower and help have more peace of mind But if we try to talk to everybody we talk to nobody the beautiful thing about when we get really specific about the people that we're serving as well is Instead of it shrinking who you work with You dominate the niche that you lock in on But people outside that niche will go. I know you only work with single moms I know you work with people in their 20s Just trying to establish their financial plan or I know you just work because you work with me, too Because once you dominate and once you kind of put your stack your stake in the ground in one area It attracts people outside of that as well The second part of this is what problem do you solve? so sometimes we work with We work with a lot of health and fitness coaches as well And what people want to do is we'll go. Okay. So what problem do you solve? Lady'll raise her hand stamp. She's like I got this. I Work with single moms and the problem I solve is healthy eating Except that healthy eating isn't a problem So often what we try to do is when we say hey, what do you do for a living? We give a solution because we want to solve the problem But what we don't do is identify. What is the problem? That's one half of that The other part of that is not only identifying what problem you solve But how do you solve the problem in the language of your ideal client? How did they? Describe the problem You know if you're like, hey the problem I solve is a good retirement Doesn't sound like a problem to me What is it? How does your ideal client describe their problem? Is it fear? Is it stress is it overwhelm are they confused do they think they're behind and The quicker that we can get into the language that they are speaking the faster we can make that connection as well a Great way to do this is to kind of think about if those of you that are taking notes It's kind of ask yourself three write down three sentences And it's the three sentences your ideal client Would have said to their business partner to their spouse over dinner like when they were when they're Uncertain about saying how did they describe that problem a? Great way to do this also is also to go back to your existing clients and customers and ask them Hey, what problem have I solved for you? Where were you before we started working together? And what you're gonna see is Over and over again, you're gonna see some of the same phrases popping up And when that starts being part of our marketing part of our presentation But if we can start using that language if we're being like I said interviewed on a podcast or on our own radio show Or if we're doing a webinar The people watching that are going. Well, how did she know that like why are they inside my head and They're gonna be more open like we're talking about be more open To continuing that conversation as well because they're gonna say this person understands my problem. They're not just trying to sell me a solution. I Believe that your signature talk is Your greatest marketing tool your signature talk is just another way to describe effective communication And what's cool about a signature talk is you can give a signature talk in a keynote presentation Kind of like what I'm doing with you guys now But that signature talk can also serve you in an interview on a podcast You can serve you in your social media for those of you that are making Instagram reels or going live. You're not sure what to talk about You can use it every day whether you're talking one-on-one One to five one to five thousand your signature talk is your greatest marketing tool in 2023 Even on a sales page video calls if you have an email funnel, you can use it the same language Inside of print as you can speaking it as well We have a lot of people that we work with after we build their signature talk What they'll do is they'll use video emails or a video sequence Giving their signature talk just following the same format instead of giving in a 45-minute keynote They drip it out over a week to their call to action as well And it all goes back to how you make people feel it's not about just having the solution does that person How do they make me feel? That's what my dad did. So stinking. Well, these people felt seen it wasn't just here Let me pitch you. Let me show you why I'm the greatest a lot of times what we do is called pacing We have come alongside our ideal client and before we give them a solution. We have to go. Yeah, I Know what your problem is, and I know why it stinks Yeah, I know what your problem is and I know why it stinks because so often we just want to fix it We just want to fix it want to fix it, especially guys us in the room We tend to like just want to fix things. We don't actually listen to times a couple. I got the solution Something just need to sit and listen and let them know I get it. I know why this stinks So our Framework for your signature talk is what we call the story braid framework which comes into four parts And what I'm going to do is walk you through these four parts with our time left today and show you exactly how If you have five minutes You do these four things You're on a 30-minute show you do these four main things in a interview You do these four things as well Which is heart head hands and heart and I'll spend the rest of our time going over each one is showing you how You can put some things into action literally today when you're talking to somebody to make that connection as well I Think as communicators and as people that are solving problems for people we want to actually teach We want to actually solve problems and not just tease I think we've kind of moved away from there used to be really trendy I still see this on social media and it drives me nuts Three mistakes you're making like you pop on somebody's really you're on tik-tok or whatever and they're like, oh my gosh Don't make these mistakes and then they talk and they talk and they keep watching because I'm gonna tell you about I'll keep if you Get to the end of the video. I'm gonna and at the end of the video, they basically say oh those solutions I promised at the beginning of the video. Yeah, it's on the other side of this paywall and most people want to Use hand gestures to that person and not be like that You didn't solve my problem you wasted my time and you teased me whether it was a 90-second Instagram reel or if I sat through your 30-minute webinar and I feel like you've wasted time effective speakers people that want to do to go the next step with you that want to do business with you is when you Actually add value to them. You actually can solve a problem for them Before you ever before they ever do business with you at all I say that every time I get in front of an audience whether or not you and I ever get to hang out again We work together. I Hope that I give you something you can put into action That's value to you that moves your business forward and I think you have the opportunity to do the same thing The very first part of the story braid framework is the heart we want to emotionally connect There's a stat that says that we are 60 times more likely to remember a story than we are facts and figures What you guys do is so important, but I also find you love your numbers and you You're not And let me be really clear your numbers are super important because that's why people are hiring you is to make those numbers go up But so often we just want to go straight into the numbers let me show you okay I know it's gonna shock you guys, but I am a Emotional decision maker and a bit of a creative shocker, right? You put me in front of a video you show me some cute pictures and stuff. I'm engaged Do you want to see me immediately go into a comatose like fetal position? Send me a spreadsheet Night-night, bye-bye you lost me I could have been a great customer for you but the minute you go look at all these rows and columns and numbers and out I Find in a lot of like business partnerships. There's usually two people this probably happens in marriages as well There's usually like the Wow person right like oh this is all the things we're going to do, and all the dreamers. And then there's the how person. Like, the wow person's like, we're at A, and we're, oh, I can see D from here, and D is awesome. And this is what's happening at D. And then the person's like, knock, knock, hey, what is B, and what is C, and how are we getting? Are you the how person? Yeah, and my boyfriend's the wow person. It's always the same. And it happens in marriages and relationships, too. So the next time you get really frustrated at your significant other who's the opposite, you probably need each other a bit. But you're going to start with this opening heart story, the same way I sat and told you the story about my dad before we jumped into teaching time. And in your opening heart story, the very first thing you need to do, there's three things. You have about three to five minutes to do these three things. You need to be ordinary, you need to be an extraordinary, and you need to tell us your why. Ordinary is kind of what I was just describing a little earlier. It's coming alongside the person and say, I get it. I know why this is scary. I know why you're afraid you don't have enough money, or you're going to lose what you have, or whatever it is that your ideal client right now is going through in their head. Before we start fixing the problem, we need to share that we understand. And a lot of times, sometimes it's in sharing a personal story of our own. For some of you, your journey is the customer journey. And what I mean by that is you got into your profession because of an experience you had with somebody that helped you with your finances, or maybe it was something that your parents weren't prepared. So sometimes that, if your journey is the customer journey, that's a great place to start, is in sharing your own story. Before working with people just like you, I worked in the health and fitness industry for about a decade. I'm a former 100-pound overweight three-time college dropout, is where my story used to start. And I would come along to people that would work with and say, look, the person you see in front of you now isn't the guy that's always been here. Because what we do, and your clients look at you this way too, they think, this money thing's always been easy for you. You've always had this figure out. You don't understand, creative guy, you don't understand how my brain works, and I don't understand this. I feel stupid the minute I, I am intimidated coming to you and asking for help, because I don't want to feel dumb. I find that in the financial services industry, that is 90% of the battle, is that people don't want to feel stupid asking a question at 45, 50, 55 years old, that they thought, oh, I should have had this figured out at 22. If your journey isn't the customer journey, you can also use an analogy story that talks about an emotion they may be feeling. So I worked at Disney World for three years. Also, I'm sure you're super shocked. Wait till I tell you I was a scientist at some part, and you're like, oh, that's the part that's really surprising. So I worked at Disney World for three years. And it was always so funny, because there was always two types of people that would come into Disney World. In fact, Daniel and I were just talking about this yesterday. So all these people will run into the park, like literally rope drop, ready to go. And there are people that run immediately to the cast member and get a map. And there are those people that blow past the map people and just go tear into the park. By about 3 o'clock, it's real obvious who were the map people and who weren't the map people. Map people are happy. Check, check, check. Got this one done, got this one done, got the best restaurant. Boom. The non-map people are the ones dragging their screaming child along in the happiest place on Earth, having a miserable time, because they stood in one two-hour line and they've ridden one ride, which is probably like it's a small world, so they're mad anyway. They didn't get the seat at the good restaurant. They had to go to the quick service thing. And it just makes all the difference in the world whether or not you go in to that experience with a plan or without a plan. Like many of you is where you could turn that story to your clients. Some of you have run into your financial plan or your financial livelihood without a map. And I'm here today to show you it's not too late to get a map and let's make a better plan. That would be an example of a story that doesn't necessarily your own story, but it gives us an analogy and an idea of another kind of story we can use to make our point. Everything with this is episodic storytelling. My story at the top, kind of like a three-act play. Before I was here, I didn't know what I wanted to do. My dad was my hero. I saw what he was doing. I was a little skeptical. OK, I'm going to do this. Act two, all right, I give it a shot. And I fail miserably. Act three, my dad shows me how to do it. We have some success with it. That's episodic storytelling. And lastly, you want to choose a moment. Kind of take us into a room. There's a guy named Jeff who came to one of our workshops and he works in financial services as well. And he starts his talk with, we need to evacuate. And you were talking about getting everybody's attention in the room immediately, but he takes us into a story of a specific moment to when his parents' restaurant caught on fire and they had to evacuate. But he takes us right into a specific moment, almost like you would sometimes you watch a Mission Impossible movie. The minute you start, it's like it's already in a car chase. But he gets everybody's attention. And he takes us into that moment. And what did that feel like? What did his parents say? What was the aftermath of that? As opposed to telling, sometimes it's easy to tell a story from an outside third party view. But if we can find a moment and take somebody in there, it's more engaging. And we can share more emotionally what we felt and what we were going through as well. So ordinary, extraordinary, that second piece is why you figured out something I haven't. And sometimes that just means you're a couple steps ahead. I used to deal with this a lot in the health and fitness industry as well. I would work with health and fitness coaches that felt like they had to be in the best shape in order to be successful in their career. Or they had to have certain numbers, had made x amount of money. Perfect example of the lady I was working with. She's like, Jimmy, I really know that I am called to work with women and help them with their health and fitness. Women over 40. I was like, cool. I was like, what's stopping you? She's like, well, I've only lost, I think I probably have about 30 more pounds to lose. I've only lost 20 pounds. And I don't even really work out that much. And I said, hold on. I said, say that again. I really want to serve these women. I really want to help these women. But I still going to lose 30 pounds. They're not going to take me seriously. I said, do you know the 20 pounds you've lost without working out? You were a rock star at some moment sitting on her couch that just wishes she could lose that first 20 pounds. And the same thing goes for you in financial services as well. It's not about are my numbers big enough? Can I be super impressive with how many millions of dollars or how many clients I have? Sometimes people want to start and know that they're going to have more connection with those that maybe you're just getting started or you've worked with a specific type of people. Sometimes bigger isn't better. I know it stopped me in my own career of doing stuff like this. I'm like, oh, you know what? There's other people that teach storytelling. There's other people that teach communication. They may have a bigger list than me. They may be more famous than I am. And what I realized is the only reason I knew who they were is because it was my industry. The actual person on the street, I could have asked who that was. So if there's somebody that you find, oh, I kind of do what this person does, but they've been doing it longer, so I can't, I'm going to encourage you to get over that real quick. Because most of the people that you're going to serve doesn't know who the person that you're comparing yourself to is anyway. And you have an opportunity to serve them as well. And then last but not least is showing your why. Why does this matter to you? Why is this just not just a job? Why is this your mission? To help people. And if you can do that in that opening heart story, they're going to follow along and allow you to teach them. So your numbers are coming, your spreadsheets are coming, your PowerPoints are coming, all the things you love are coming. Just take a minute to get that opening heart story first. This is the exciting part. You know what we get to do now? We get to teach. Now we get the numbers. The second part is the head. And this is where we're going to give somewhere like three to five critical steps to help them. Remember what I said about we're not going to tease, tease, tease, tease, tease, and then say, hey, if you really want to actually change your life, it's behind the paywall. We're actually going to start giving them steps that they can apply today. Whether they do business with us or not, the best speakers aren't really the ones that actually even teach the most. They're the ones that actually solve problems for their audience. If I can solve a problem for you before we ever have a relationship or we ever do business together, you're more likely to want to continue to work. You're like, wow, if I got this from him for free, if she taught me how to do this one little step that I could actually take home and do today, what is it like to work with this person long term? So start with road mapping. I speak for a living. So road mapping is just kind of telling them where are we about to go. You already watched me do it once today. Over the next 30 minutes, I'm going to teach you four things to be a more effective communicator. So when you have that opportunity, this is perfect. If you're on a podcast, if you have your own show of, hey, in today's episode, I'm going to give you, even in an Instagram reel. I mean, you can do this in 90 seconds. Hey, hang with me for a minute and a half. I'm going to give you three steps and then teach something they can do now. How do they check something? What is it, a credit report? Is there something that they could actually take action with right now that gives them value that they're like, wow, I didn't know that. And that makes it a lot less intimidating. Or I didn't even know to check to see if I had a blip on my credit. Or whatever it is, the thing that you're teaching as well. You can use episodic storytelling sometimes in your teaching also. A lot of times, we can find places inside of our teaching to use tiny little stories. The best thing to do in these situations is if you have stories of people you've helped before. So if I'm teaching you something, but in the midst of teaching you that moment, I say, hey, Billy was someone that jumped on a call with me. And what we discovered about Billy was, and then you go in and continue to teach, there's credibility. It doesn't matter how many people you helped. You don't have to say, I've helped that. If you've helped thousands of people, absolutely, work that in. But if you've helped two people do something, use those two examples of what it is that you helped them with as well. And in those three to five steps, you're going to teach what is your proprietary process. We call this teaching the criteria. I'm literally going to show them what I would want them to do when they take the next step with me. What's brilliant about information now, we've never had more information at our fingertips. And there's never been more people do nothing with it. Right? Like, again, I hate to always take things back to fitness, but it's a nice analogy for things. Jump on YouTube. Everybody in the world's going to tell you how to get in shape, right? Now, it may be conflicting. Same in y'all's world. I can go into Google and ask a question and have four people tell me four different things. But I could give somebody all of my steps, what I would do with them as a client. But what I know is the information alone is not going to change their life. Because more than likely, they're not going to do it. They're not going to do it on their own. So if you took somebody through your proprietary process, like, think about this. And as you're taking notes, like, OK, if I had a brand new client, step one is, what would I do with them first? OK, it's this, figuring out where they are currently. What are those steps? And then if it were me, those are the things that I would start teaching. Because at the end of that, you can show them all the steps. Hey, look, I gave you all the steps. It's all done. And they're going to say, this still seems a little overwhelming. Yeah, I know. Would it be more helpful if I just helped you do that? Yes. Because what they want is access to you. They want help. They don't want more information. They don't need more knowledge. We've never had more knowledge in the world. And your proprietary process is the way you do it. Also, going back to my example of, sometimes we mute because we're like, oh, I don't want to look like I'm stealing somebody else's content. Or I'm kind of like this guy. Or I kind of serve the same audience. The way you do something is unique. You are your fingerprint. I've been blessed with so many amazing mentors when it comes to presentation, storytelling, building talks. But at the end of the day, all the different things, my acting career taught me a lot. All the little things that I've done, the way I execute, may be similar to somebody else. But it's unique. And so don't worry about it. So I would teach your proprietary process. What are the steps you uniquely take your clients through as well? There are a lot of people that do what you do. But no one does it exactly how you do it. And so take some time to reflect and go, OK, what do I do? How do I take people through the steps from being overwhelmed and confused and fearful to excited about their future to peaceful to sleeping well? Where do you want to take them emotionally, right? Your third is hands. So we've gone heart, head, hands. Your hands is your call to action. What we say, in fact, I just made an Instagram reel about this this morning sitting out here, that a successful presentation, whether that's a one-on-one conversation or in front of a room of 5,000 people, I don't want people to, it's not a standing ovation. And it's not just people saying, oh, you're a great presenter or you're a great speaker, communicator. Success, to me, is when they want to take the next step with you. What do you want them to do after they've heard your talk or listened to your show or watched your YouTube channel or watched the short? What's the call to action? Now, here's the cool thing. We can have a lot of offerings in our business. But each time you're going to get up and give that presentation or make that video or you're on that interview, you have to identify, OK, who's listening to this? Who's watching this? What audience am I talking to today? And then what do I want them to do at the end of this? For a lot of you, it's set up some kind of call. It's a consultation. You want them to either opt in to probably maybe an email list. One way to do that, a lot of the clients we work with, what they do is they get to the end and they say, cool, if you would like a checklist. So let's say you're teaching somebody how to, it's a credit thing, or steps that you had taught. And you can say, hey, look, I know this is overwhelming. I've put this all in a PDF for you. What I want you to do at the end of this is sign up for my free PDF. Therefore being, they're on your email list, they're a hot lead, and then you can take them from there. Some of you, you want to immediately get on the phone with these people. That's great as well. And so your next step now, here's the thing. You can have the free PDF. You can also have the phone call. You can have an immediate paid service. But you only bring up one per talk. Because the minute I say, hey, you can sign up for my free PDF, or we can jump on the phone, or you can pay me for this, people freeze. Like, well, which one should I do? Well, why would I pay for that one if this one's free? And so you've got to identify. And sometimes it's a stage where you can't necessarily sell. My favorite thing to do as far as the freemium and the PDF, things like that, that's what I use when I'm on a podcast. Because at the end of every podcast, and if you're not on a podcast, oh my gosh, it's so fantastic of figuring out what podcast, where do your people watch, what do they listen to, and reaching out to those people and ask for an interview. Because at the end, they're going to say, hey, how do people get in touch with you? And the big mistake I hear all the time is like, well, you can follow me on Instagram, or text me on Facebook, or you can text me here, or I've got an email list, or, or, or. And every time you or somebody, they don't do anything. So when somebody asks me that, I say, ah, I'm so glad you asked. I've put together a PDF just for your audience that covers everything that we've talked about for the past 45 minutes on this podcast, because I know it's easy to forget this stuff and be overwhelming. You just need to go to XYZ website and download my free PDF. I don't want them to email me. I don't want them to follow me on Instagram. Followers are great and everything. I want them to get that PDF, because then they're on my list that I own, and I can follow up and serve them best. One call to action. A complimentary appointment. Now, let's talk about that call just for a second. Yes? Can I ask a question? I will take questions. I have a question about that. Because I get a little nervous when I see those things and we email address them. I really don't want them to email address them. OK. I'm saying specifically for me, but for work, when I'm on a situation like that, I'd like the free PDF. I'd like to look at it, but we don't want to get the PDFs. So do I just sign up for it and then just unsubscribe or something? But it's kind of annoying to get that. But do you think there's any benefit of not having to have them give you their email and just download the PDF on their own? Then I can't follow up with them. But they can follow up with you. Then I'm relying on my business and on somebody else's hands, and it's not my business anymore. It's the same reason I would rather have your business card than you have mine. But the thing is, I will frequently not do it because I don't want them to have my email address. I also know people that set up completely second email accounts for all their, did anybody else do that? Like just the joke would, yep. It's my Mac mail that I never look at. And when I open and I see I have 20,000 messages, I sweat and shut it back down. I'm like, no, no, no, no, no. I completely understand. But at the end of the day, if we just rely on people to follow up with us, they don't. How many times you give your business card out to somebody, you're like, that was a hot lead. They're totally calling in two days. And bye-bye. I learned that a long time ago. I was like, cool. I will give you my card. I'll give you my information only if I get yours in return. Because the fortune's in the follow-up. And I can't follow up if I don't have your information. But it really is a great question. Let's talk about that call just for a second, though. Studies show that you have a better conversion rate if you will give your call, whatever the thing you're pointing to people, what we call a results based title. What are they getting by jumping on the call? So I even took some notes about some really terrible examples. So a discovery call, nobody wants to be discovered. A second opinion call, sounds proctologist-wise. That's bad. What about I'm offering a complimentary peace of mind call? I would love for you to sign up for a 15-minute love your retirement call. I would love for us to talk for 20 minutes on it's not too late to thrive call. This also goes back to the emotional piece of what we talked about before. It's where do we want these people to go? And then we will, even if the PDF situation, name it something that they're getting after. So if I'm giving presentations like this or I'm telling storytelling, sign up for my perfect story every time PDF. Sign up for my connect with your potential client. I mean, that's kind of wordy. But it's still wordy. You see the point. If you tell them what they're getting on the other side of that, it paints a better picture and they're more likely to sign up as well. And embed it early. So early on in your presentation, when you get to the point where you're talking, let's say we're going to do the love your retirement call. That's what you want them to do at the end of this presentation. So you get to that first point, that first teaching point. The way you would set that up before you just go to teach, and I think I already used this example earlier, hey, Billy's someone that jumped on our enjoy your retirement call. And what we did, and you just get back to teaching, but you mentioned it. And what that does, it allows people to have what we call the second conversation in their head. I think you've seen every speaker do this before, right? They never say, and they don't bring up the call to action or the thing you want them to do until the very end. And then people freeze like, oh, I don't know. Should I do this? Should I not? But if you embed it early, they can think for a little bit. Like, oh, they do calls. I wonder if the call cost anything. I wonder if I could get on the call. Do I make enough money to get on this call? I probably make too much money to get on this call. These are the things that are great, because what people want to do is figure out how to exclude themselves from your offer. I'm too qualified. I'm not qualified enough. I make too much money. I've already worked with somebody. Oh, I already have somebody that I work with. I bet they don't talk to somebody if I'm already working with somebody. Yeah, so the earlier you can embed it, and potentially embed it with an example that may be the objection you think they wouldn't get on. Billy was somebody that got on our enjoy your retirement call. He had already been working with somebody else for the past five years. But what we discovered was going and teach. And then lastly, we want to reinforce with heart. We want to reinforce with an emotional close. We joked about this a little bit earlier, that there are emotional decision makers, and there's analytical tactical decision makers. And I wish I'd have known this in my health and fitness journey, because I would have been so much more effective in my first business. Most of the time, we talk to the people that make decisions like we do. And so for future reference, if you're ever selling me anything, if you make it really fun, you get me to feel something or some kind of emotion, I'm probably going to give you my credit card. My friends give me a hard time. They're like, Jimmy, you're the easiest sell in the world. They're like, all you've got to do is make you feel really sappy about something, be excited, and tell them there's a party on the other side. I'm like, yeah, kind of. What I used to get frustrated was when I would present all this, and the person that just wanted to know what's the fine print, is there a 30-day money-back guarantee, how many modules, and so I would just be like, oh, you don't get it. I would look at that as an objection, this pushback. And it was so dumb, because all that person needed were different boxes checked than I did. And so I lost probably half my business early on, because I wouldn't take the time to connect. So the hands part, the call to action, that's what we're talking to the analytical people. What is it? It's a 30-minute call. We're going to do this. Here's all the things. But then we want to come back and reinforce for us sappy emotional types, us creatives, and give them something, an aspiration. Now sometimes, the story we started with at the beginning, we will finish at the end. So the gentleman I was talking to you about that came to our two-day workshop, and he was talking about his family, his house burning down, he gets to the point where they didn't know what to do. And he stops in the middle of the story, like the big apex part of the story, before things are like, it's darkest right before the dawn. Because then he transitions into, over the next 30 minutes, I'm going to tell you the three things we did to save my parents' finances. And then what he does at the end is he tells you what life's like now, what's on the other side. So sometimes we call that closing the loop. Sometimes that works really well. Not every story works that way, but sometimes those work really well. Another way to do that is just by being a bit aspirational, painting a picture of what life is like on the other side of working with you. And the third option there is to share some kind of story that handles whatever their biggest objection is. And often what we teach is that last story probably isn't going to have anything to do with your product or service. It's a hire an expert story. Because if you think, OK, people think they can do this thing on their own, or I have extra time. And so what we'll do is we'll sit down with people and figure out, oh, what's a fun little, usually a fun little anecdotal story of a time you either took action and you benefited from it, or you didn't take action and it didn't pay off for it. Or sometimes you tried to do something yourself. Like, oh, I had a bee nest out back. And I thought, I don't need to call an exterminator. I'm going to go take care of this myself. And I grabbed some cans and I went out there and it was like battle royale. And 30 minutes later with a ton of welts on me, I called the exterminator. And that's a silly little story, because then you can say, I find there's times in all of our lives that we think we can do something on our own, and we end up having more pain, taking us longer, and costing us more money when we didn't just hire an expert. Because there's times in our lives that we do something we're only going to do once, set up our retirement, that other people do every day more effectively. I would love to be that person to help you with yours. So a great example of a closing heart story. Emotional and tactical, summarize your content on what you've taught and what you've learned, and take the time to inspire the audience as well. Again, recapping here, you're going to have your opening, your story. Then you're going to teach. You're going to solve problems. The most effective content is if you mix in short-term solutions and long-term solutions. Short-term solutions, things they can do right now. Can you check your credit score? Can you check this report to see if there's any blips on it? It's something that they could go do super easy. A long-term solution is something they know they need to do, but it seems a little overwhelming, and they're probably going to need your help to do it. Then that tactical close, what do you want them to do next? Is it the freemium? Is it a call? Is it an offer? Is it a course? Whatever that thing is, and then your emotional close as well. So there it is. And you do these four things. I said it before, and I really want you to hear me. You do these four things one-on-one. I do this if I'm having a conversation with somebody. I do this all the time in a podcast. And it's funny, because the host, so now most podcasts are like Zoom recorded. And it's somebody, so OK, Jimmy, well, tell us what you do for a living. Well, when I was growing up, my dad and I go into my story, and I always get the funny look, but they realize really quickly, I lead with my story. I don't lead with what I do for a living, because the story is what's going to hook. The story is what's going to be memorable. And then as the interview plays out, I get into my three to five critical steps. Now, sometimes it goes out of order, depending on what the host asks me. And then I can go to my call to action in the heart. It works so perfectly for those of you that are doing interviews, or are on shows, or have your own show. You can do these four things in an email sequence. The first email's your heart. The second one's your head. A call to action, another emotional story. If you have some kind of onboarding sequence, when people come into your ecosphere. If you have a YouTube channel, that's four different Instagram videos. I mean, this stuff just, it works everywhere. It's so cool, because we get testimonies like these that we get done working with somebody. And we just say, hey, just go try, put this out in the world today. Maybe not even the whole thing. Just use your opening story for the next week before you start teaching. And we get testimonies like these people that see results immediately. And I love what Warren Buffet said. 50%, you can improve your value by 50% by just learning communication skills. And something, he says public speaking. But now that we can record things, like this really isn't, I don't look at this as public speaking and speaking to my phone. It's going to end up in the public. But it's not, you have to be in front of an audience. But your communication skills, as I make a lot of noise at this mic, your communication skills are everything. That's what is going to set you apart in a very noisy market. That's what we're all trying to do. It's like, oh, everybody's offering the same products and services. How do I stand out? It absolutely is your communication skills. So you use your voice. You move your body some. I mean, I'm probably more animated than most. But it's just the fact of knowing what your story is, knowing where you're going. And once you have that all mapped out, you can speak more confidently. The people that tell me that they're a little unsure about public speaking and stuff, it's just because they don't know where the roadmap is. They don't know where they're going. Once we get really clear on where we're going, it's amazing. I've had people that I've worked with went from, oh, no, we don't know if they're going to be able to speak in public at all, to really confident with these things. Or just, hey, can you just tell the story on a video? Or can you do an Instagram Live and just teach one of your three teaching points? And they go do it, and they get some good feedback. It's just immediate dividends. It's fantastic. And then just use your signature talk everywhere. And I think I've probably beaten this horse to death. It just works everywhere. And it's so awesome to be able to execute it in different ways as well. Eric here, he used the tactical emotional close at the end of his phone calls. Especially those of you that are doing consultation calls that we're not going to call consultation calls. We're not going to call it your second opinion call, and nobody wants to be discovered. So whatever cool name you came up with that call, if you use those tactical closes, here's the next steps. And then paint a picture for them about where they're going to go with you as well. So one of the most common questions we get is, hey, Jimmy, this sounds great. But it also sounds overwhelming. Can you help me with my talk, with my signature talk? Can you help make a map for me so I know I know exactly what I'm going to say every time I have an opportunity? And the answer is yes. Me and my friend here, Pat Quinn, who's one of our head coaches and one of the most talented speaking coaches I've ever been around, we hold execution workshops monthly. It's a two-day workshop that we do in Milwaukee, Wisconsin, which is where Pat lives. And we sit down with people just like you every month and map out the entire talk. You get your signature talk crafted. We sit down. We start with, who's your ideal audience? What problem do you solve? We start with that, and we don't move forward until we get really clear on who we're talking to. And then we figure out what your story is and where we can up-level all of those presentations as well. We transform your message, and we just teach you how to grow your business in every situation. All the examples that I've already given a few times today as well. Then you can take on any stage with zero fear. You're never frozen. Or if somebody asks, you get that opportunity. It's always one of the things like, when opportunity knocks, it's too late to prepare. So when you get that awesome opportunity to be on that big podcast, or get on a stage, or be at a conference, there's going to be an entire room of your ideal audience there. And you panic, or you say no because you're like, I couldn't do it, or I don't know what I was going to say. Well, let's get you prepared beforehand. And then that way, when opportunity knocks, you get ready. I mean, we stay ready. We don't get ready, right? And that opportunity to convert customers without feeling sleazy or salesy, that you can go in and just teach, connect with people, and hopefully do an amazing job for them to where they're asking you, how do I take the next step with you as well? So this is exactly what we do in our two-day workshop. We go in. We get your opening heart section. We craft that two-minute story. We also, by the end of it, we talked about, here's the one-minute version. Here's the Instagram version. Here's your keynote version. Here's your email version. All of those get planned out. So really, the way it works is we build out a 45-minute talk. And then we go through and cut up and show the different ways that you can execute it as well. So you leave the workshop with a game plan. You learn to master your master level techniques from Pat Quinn and, oh, expert coaches. I guess that would be me, Pat Quinn and expert coaches. And you enhance every part of your delivery in just two days. But instead of leaving with, I have these things to do, we get it done. I said at the very beginning, I like workshops because I want to go in and knock something out. Because I have too many online courses that are self-paced that I just don't finish. So let's all just hang out in a room for a day or two. And let's just get this done and get you out there helping people and impacting people as well. We take care of all of this. Done. You leave there. You know exactly what you want to do. You know exactly where you're going with all of your customers, regardless of what your stage is. Says Pat, I gave a new presentation this week on Tuesday and Wednesday night. 14 of the 16 families set up appointments on Tuesday night. And on Wednesday night, 18 of the 18 families signed up. Once you have a plan, then it's just plug and play. And you do the same thing over and over again. That's where we build confidence is with reps. Right? And again, we get testimonies like these every day. And it always makes me feel so fulfilled in what we do. Because it doesn't have to wait. These people are executing this just immediately after they leave. And we're getting this fantastic feedback as well. So like I said, we do these every month in Milwaukee. And so don't even worry about just these specific dates. Because we do them every month. We fill in a room. And then usually once a quarter, we'll do one virtually as well. So if it's one of these things like, ah, Jimmy, I can't make any of these dates, don't worry about it. We rock these things out monthly. And then if it's just like, oh, I'd rather wait to the next virtual one and do it from home, we can do that as well. And then the bonus is at the end of two days, you know we say this when people sit down. Sometimes people put all this huge pressure on themselves that they're going to be, oh, at the end of two days, what if I don't get it all right? What if I don't feel super comfortable with it? So the bonus that we're going to throw in is that you get three extra review sessions with Pat Quinn. And so what that means is, so I actually came through this. And Pat was my coach before I started helping him. And when I got done, I literally had a keynote in this hotel. That's crazy, I didn't think about that. And I sent him the video. Because I was like, OK, I get one of my reviews. And not only, it wasn't like that was good, that was bad. It was like, at the 2 minute 32 second mark, you said this. Good job. At the 3 minute 15 second mark, you did this. Hey, you could switch it to that. He's such a gifted teacher when it comes to just watching what you need. It's almost like going to the chiropractor. Like when you see it, you're like, OK, cool. Just a little adjustment, send you back out there. So the bonus that we're going to do is three of those that you can be able to send him your talks. Whether that's a live talk, like I sent him, or the video, or hey, I was on this podcast, tell me how I did. Pat does a great job of giving feedback as well. Wow, that's an old picture, check that out. The number one thing, I think I gave up on the facial hair thing. I think by this point, at 45, I realized beards aren't going to happen for me. The number one thing you need is great communication. That's what you need, your marketing toolbox as well. So today, as my guys back here are passing out our forms, instead of the $10,800, it's a one payment of $89.50 or a three pay of $32.89. We can sign you up, we can make sure that you're there. We get to hang out in Milwaukee for a couple days. I'll tell you the best steak houses in town, so I'll also make sure that you're fed well. My group of coaches joke, they're like, we only like when Jimmy comes to these, because then we eat well at the end of the day. When everybody else is tired, I'm like, oh, no, no, no, no. We're going out. We're going out in Milwaukee, and we're going to get the best steaks. Oops, is that the last one there? I'll leave you with this. Your words matter. So you have absolute confidence the next time you're in front of one person, 100 people, or 1,000 people on a podcast. Your words matter when you hear someone say, thank you so much for helping me with my retirement, and I knew that I wanted to work with you when I heard your story and connected with you, because I knew you understood where I was. Your words matter to have the business that you've dreamed of with the impact that you deserve as well. Join us in Milwaukee. Let's get these words right so your words can matter as well. Thank you very much.

Jimmy Hayes Nelson

father

real estate agent

communication

public speaking

story-braid framework

signature talk

podcasts

positive impact