Dustin Mathews is the founder of Speaking Empire, which teaches entrepreneurs how to scale up their business by selling from presentations and stages. Speaking Empire is the company behind some of the biggest speakers out there, including Kevin Harrington, Russell Brunson, and Jairek Robbins.
Dustin began his professional journey after he read Rich Dad Poor Dad: What the Rich Teach Their Kids About Money that the Poor and Middle Class Do Not! by Robert Kiyosaki. Dustin thought he was going to be the next real estate investing millionaire. He found a local investing club and met his business partner, Dave. He offered to work for Dave for free if Dave would teach him how to buy houses.
One day, Dave told Dustin he would have to fill in for him at a speaking engagement if they wanted to continue to work together. Dustin was terrified, but he really wanted to continue working with Dave.
Very quickly, Dustin realized the audience didn’t care about him. They only cared about the specialized knowledge he had to share. That’s when a light bulb went off for him.
In this interview, we dive deep on the topic of presentations. We talk about the five steps every presentation needs to have and about how to research the objections of your ideal customer. Finally, we discuss how to maximize your profit from every webinar you do.
You Have Limitless Opportunities to Deliver a Presentation
The first thing you have to realize is that every social media platform gives you the opportunity to make a presentation. There are a number of different channels where you can put your message out:
- Facebook Live
All these different channels allow you to make a presentation to your audience.
The Essential Five Steps to Every Presentation
Every successful presentation, no matter the format or platform, has a few key steps in common.
1. The Introduction
Celebrities, famous people, and influencers are always introduced by other people. The president of the United States is always introduced by someone. So is the queen of England. So are professional athletes at every professional sporting event in the world.
Being introduced elevates your status with your audience—it says you’re important enough for someone to announce your presence. You can either have someone introduce you or leverage an introduction video. For an example of how an intro video works, check out Dustin’s here: www.speakingempire.com/introvideo.
2. The Story
After you’re introduced, you need to have a transformational story. People engage with stories more deeply than with simple facts presented in a straightforward way—we remember stories and get emotionally attached to them.
So it’s critical to present your information as part of a narrative.
Every transformational story starts with a character in a dark place. Then they discover something in the darkness that turns their life around. You need to link your transformational story to the product you’re selling, or link to you as the solution to their problem.
If you don’t link your transformational story to the product you’re selling, or you as the solution, the story will distract from the sale you’re trying to make.
3. The Offer
In every presentation you do, you have to make people aware of the pain point you’re discussing. You have to show them statistics, or press clippings, or video of how life is really difficult.
You have to make your audience realize the problem and the pain associated with it.
Then you have to offer them the solution.
Offering the solution doesn’t mean that you tell people to buy your products right then and there.
This is not the time to sell to your audience. This is the point in the presentation where you describe the process, methodology, or secret that you’ve discovered that can help them solve the problem you’ve just made them aware of.
Throughout your presentation, there’s going to be an ebb and flow between pain and pleasure.
During the offer phase, you want to turn up the pain by making your audience acutely aware of the problem. At the end of the offer phase, you alleviate that pain somewhat by telling your audience you have the solution to the problem that they are now keenly aware of.
4. The Body
This is where you explain your solution.
The first thing you want to do is to break your solution into a process that takes 3 to 6 steps.
People like processes. They like to check things off a list. And a list of 3 to 6 items is the easiest to remember.
Next, you want to name your solution something memorable. People buy processes and systems with a memorable name.
If you aren’t feeling particularly creative, use your last name in the title of your solution. That way, people will connect the solution to you. It’s fantastic for brand building.
After you come up with the title of your process, the first thing you want to do is get it trademarked, so no one can steal it from you.
When you deliver this part of your presentation, you want to explain each step in detail.
In between each step, you want to have a story or case study that helps anchor the step you just laid out in the minds of your audience. The story or case study should involve a client or someone well known to the audience who is successful.
Everyone you present to will have some degree of skepticism when presented with information. Sharing a case study or story helps break down that resistance.
5. The Close
The close is simple. You briefly go over the stories and case studies you shared in the body of your presentation, then ask the audience if they’d like to have the same results.
Then you ask the audience if it would be all right to share your product with them.
If you’ve done your presentation correctly, most people will give you permission to sell them your product. You might have some audience members who are reluctant, but they usually don’t want your call to action anyway. The fact that you ask permission before selling to the audience makes them more comfortable with the process, even if they end up finally saying no.
At the end of your presentation, you want to show your audience and irresistible offer.
Dustin has a system with nine elements he calls Irresistible Offer Architecture.
The most important element of Irresistible Offer Architecture is that you come up with a list of objections that people in your audience might have. Then put things in your offer to overcome those objections.
How to Figure out the Objections of Your Ideal Customer
When you’re developing a new product, you have to do your research.
Dustin does research by talking to people at the live events where he speaks. If you don’t go to live events, there are several places online you can do research:
- Take a poll on Facebook or Twitter.
- Search for forums where your audience might hang out. Join the forums and ask questions there.
- Look at the questions around your topic that people are typing into Google. (If you search in Google, related searches and questions will show up at the bottom of the screen.)
- Go to Amazon and see what books are selling on your topic.
- Go to the websites of your competitors and see what they’re offering in their products.
Test Your Product by Putting It out into the World
Dustin studies the marketplace and puts together the best offer he can to solve the problem of his audience. Once he’s created the best product he can with the best bonuses he can think of, he puts it out on the market.
The best way to see if something will sell is to put it up for sale.
If his product doesn’t sell as much as he’d like it to, only then does he go back and do market research to see what would have made people buy.
“Internet marketing people have sold us on the idea that you can just push a button and make money. But in the end, business is about people and relationships.”
– Dustin Matthews
If your business model is to develop a product and sell it to customers one time, that’s a really difficult business model to make a living from.
It’s much easier to develop a relationship with a group of customers and continue to solve their problems.
Dustin likes to develop one major selling presentation and give it multiple times, rather than develop a new keynote speech for every presentation.
You can’t sell everyone in your audience at every presentation. But you should look for ways to get them to take action. If they take small actions now at the end of your speech, they may buy from you later.
How to Troubleshoot a Presentation
Dustin recommends doing all your webinars live. When you do a webinar live, you have more energy because you know people are actually there listening to you speak.
Dustin uses a platform called Go-To Webinar. When he does a live webinar, there is a feature that allows him to track the attention of his audience. He can actually see where people drop off during his presentation. He and his team match up the timestamps for when people dropped off. Then they study those moments to improve future presentations.
How to Make More Money from Your Webinar
There are three moments in each webinar when you can potentially sell a customer something.
When someone opts in for your webinar, you can take them to a special one-time offer page where you can sell them a no-brainer product. These products are inexpensive, usually no more than $20. When you get somebody to spend money with you, it changes the dynamic of the relationship.
2. During the Webinar
Your next opportunity to convert an audience member is during your webinar. In this case, you sell them your offer during the webinar session.
3. After the Webinar
Finally, for those people who bought on the webinar, you offer them an upsell right after they buy the product from the webinar.
How Dustin Uses His Webinars to Make Money
Dustin teaches people how to make money with their presentations.
When they sign up to one of his webinars, he offers them a PDF called Irresistible Offer Architecture for $7. The PDF is an infographic about Dustin’s nine keys to an irresistible offer, along with case studies of clients who have been successful using the nine keys. It includes an hour-long talk Dustin gave about his Irresistible Offer Architecture.
The $7 offer is about giving people a piece of what they can get if they buy the bigger webinar offer.
One more thing to consider is that not everybody who signs up to attend the webinar actually does. By offering a low-priced item when they’re giving you their email address, when you have their attention, you’re maximizing the amount of money you can make per customer.
You’re also strengthening your relationship with that customer, because when they spend more money with you, they’re more invested in you as a person, teacher, and coach. Studies have shown the easiest sale you can make is to a satisfied customer.
On the webinar, Dustin sells his One to Many System for $500. That system delves deep into how to create a presentation to help you sell your product. It also provides templates that allow you to plug in your information to create a presentation easily.
The No B.S. Guide to Powerful Presentations
Dustin wrote The No BS Guide to Powerful Presentations with Dan Kennedy.
In the book, Dustin breaks down presentations in much more depth than he had time to in this interview.
He also talks about things you can do before and after your speech to make it more likely that your audience will buy from you.
Dustin brings his marketing experience to the book, teaching you how to choreograph a marketing sequence, from getting a stranger to sign up for your webinar through your final offer to maximize your chances of making a sale.
In the book, Dustin and Dan also teach you how to set up an automated webinar.
Links and Resources Mentioned in This Interview
http://www.speakingempire.com/ – Dustin’s website
http://www.speakingempire.com/introvideo – watch Dustin’s intro video
Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not! – the book that started Dustin’s journey
http://nobspresentations.com/ — here you can get The No BS Presentations book along with resources to make your next presentation more effective
https://www.facebook.com/SpeakingEmpire/ — connect with Dustin on Facebook
http://amplifyexperience.com/ — the Amplify Experience is a live event that Dustin does four times a year. This is where he brings together affiliate partners, speakers, and promoters from around the world to share ideas and network with one another.
Tom Corson-Knowles is the founder of TCK Publishing, and the bestselling author of 27 books including Secrets of the Six-Figure author. He is also the host of the Publishing Profits Podcast show where we interview successful authors and publishing industry experts to share their tips for creating a successful writing career.