James Malinchaks

Big Money Speaker

Marketing Inner Circle

www.CollegeSpeakingSuccess.com
www.Malinchak.com

James Interviews Joel Bauer

Over 20 million people have benefited from my friend JOEL BAUERS
live training sessions for organizations such as 3M, Canon, IB,
Mitsubishi, Motorola, Panasonic, NASA, Disney, Xerox and FedEX.
Millions more have seen Joel regularly featured on ABC, CBS, NBC,
CNN and FOX television. Joel is a Professional Speaker and Corporate
Pitchman and his career rests on his ability to persuade. Joel is the author
of the Best-selling book, How to Persuade People Who Dont Want to
Be Persuaded and Creator of the Persuasion Power Personal
Promotion Portfolio. Joels methods DONT involve cheating,
controlling, manipulating or forcing others to submit to his will.

James Malinchak International, Inc. ALL RIGHTS RESERVED. No part of this publication
may be reproduced or transmitted in any form or by any means, mechanical or electronic,
including photocopying, or by any information storage and retrieval system, without
permission in writing from James Malinchak International, Inc.

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 The BEST At It!
I asked James to speak to my audience at my How to Build
Your Speaking and Writing Empire seminar about how to
market yourself as a speaker to colleges, and he WOWd them
with information.

If YOU want to make serious money speaking

in the college market, then you MUST listen to
James. Hes the absolute BEST at it!

-Mark Victor Hansen, co-creator, #1 best-selling

book series, Chicken Soup for the Soul & co-author
of The One Minute Millionaire

Worth More Than 100 Times the Fee!

What Im about to say I have never said about anyone in my life. I am
very careful with the endorsements that I give because I stake my
reputation on everything that I say about someone.

Participating in James Malinchaks Boot Camp was by far the most

important decision I have ever made in furthering my speaking career
in my entire life. Because of the word-for-word telephone scripts
James gave us at the Boot Camp, I now book every single person who
calls me to inquire about my speaking. Learning, word-for-word, what
to say is priceless and worth more than 100 times the registration fee!

I have learned more in one 4-day course than I

have learned in the hundreds of days and
thousands, and thousands, and thousands of dollars
that I spent on all of the other events, conferences
and sessions combined. So, James I just have to
say thank you. You have changed my life this
weekend!...and Im coming back to the next Boot
Camp!

-Julie Laipply, Miss Virginia 2002 Television Host in New York City
Referred by Tom Antion (Top Internet Marketer for Speakers)

James Motivating an
Audience of 6,000
in an Arena!

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 James Malinchaks Big Money Speaker
Marketing Inner Circle Tele-Seminar Series
Guest: Joel Bauer

James: Hello everyone and welcome to this months addition to James Malinchaks Big
Money Speaker Inner Circle Marketing Interview. I have a Big Money Inner
Circle Speaker Marketing Club where I coach several speakers, about twenty
speakers every month who are in this program. Every month for my group I try to
bring on a guest expert who is someone that they normally probably couldnt get
to, to learn and pick the brain of an individual. Tonight is such a special, special
time for me. One of my favorites, and I was telling Joel this earlier today, in my
book he is the best not only as a platform selling speaker but as an individual too.
Joel does not know I was going to say this.

My father passed away in April of this year, a few months ago, and Joel called me
several times prior to him passing away while I was in the hospital with my dad
and family. There were a handful of folks who actually did that and most were
family and for this man who I only met last October when we were on a program
together to just embrace another human being like that and really care about the
person as a person and not as a speaker or business associate, it just spoke
wonders to my heart.

Joel: I did bill you a quarter a million of for the calls. (ha, ha)

James: I knew the catch was coming Joel. As far as a presenter and a persuader, boy Ill
tell you what. In my book there is none better. Im not going to go into this
lengthy introduction because Im going to nail Joel with a question right up front.

Joel Bauer has written a great book called How To Persuade People Who Dont
Want To Be Persuaded. It is based on doing it in an ethical, moral manner. I
have been on a program with this man twice and it has blown my mind to watch
this guy up there on stage speaking and watch at the end of the program as just a
stampede of audience members just jump up and fly to the back to invest in
themselves to take his product home with them.

I have seen a lot of speakers and it was just unbelievable to watch this happen and
the number of sales he did just blew my mind. I am so proud and happy to have
him on the call. Joel my friend, a million thank yous for being on the call with
me.

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Joel: Its my pleasure. I think it is important for people to know that there are people
who talk the talk and there are actually people who produce results. I am a closer.
I separate people from their money. If anyone is on this call right now and they
do not have the goal of separating the audience from their money, because if you
dont do it as Dan Kennedy said many, many years ago, If you dont do it
someone else will. The reason that people are poor out there is because they
spend their money. They may as well spend it on you. The purpose of this call it
to get you into a position in front of an audience where they are so compelled by
your presence, they are hanging on every word. They are dying to take a piece of
you home with them that they dont even think twice. They run to the back of the
room in herd fashion no matter what warning you provided. I am going to talk to
you about warning systems and Im going to talk to you about the use of negative
embedded commands and all that stuff coming up here that is going to help you
increase your sales. I dont care who you are listening in, you are going to be able
to seriously impact your sales as a result of this conversation for one reason. I
have little or no education other than the real world, on stage since I was seven
years old.

When I was born they classified me as retarded. I was born with spinal
meningitis. My mother was told to leave me in the hospital for two weeks. They
said I had a four percent chance of surviving. The drugs I was given killed 98.3%
of all children they were administered to. That is the end of my self-effacing
story.

I was considered as a child with learning disabilities and motor skill problems and
all of this other crap, well guess what. I am a high functioning ADD human being
with a magnificent wife, three children and more money than I can spend. My
children dont know this, but they are financially leveraged way beyond any
success they will ever have if they ever have a problem money is no longer a
concern on that level.

Youre talking to a guy who doesnt need to be on the call. I came onto the call
for one reason. He asked me as a personal favor. He even said to me when I
offered a long time ago to speak for him at an event he said, Well you dont do
those. My groups are intimate. There are a handful of people that I empower
and I dont try and make them gigantic. You dont do those kind of..

I said, Look. Youre my friend. I like you. I have chosen to embrace you. You
have been honest with me. There is no nonsense. This call will be a no nonsense
call. I will reveal anything he asks me, even if it has to do with numbers. I am
sitting here at a hotel in New Jersey. I just got here. I just had a driver pick me
up. I am here doing a three day consultation where Im enabling someone else to
communicate more effectively to their crowd and control their herd. If you find
this hard to believe and consider this braggadocio that will be your problem not
mine. I am being paid a hundred and fifty grand and my participation on this
consultation is three days.

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 I think I need people to understand something. Youre going to be hearing
techniques and ideas that work. I dont make this stuff up. This is not a load of
crap to amuse you on an hour call with James. What I tell you is going to be
simple for one reason. I am a simple guy. I only do what works. I only do what
generates a response and when it isnt working I have the ability to modify in the
moment, for the moment right there, not in the future, not after taking notes, not
after analyzing, not after asking five hundred people their opinion. In real time, I
make those modifications.

What you will now learn on this call is precisely what Ive learned in the past,
well let me see. I started on the stage at seven years old as a magician, then as a
hypnotist, then as a mentalist, then as a television performer. Anyone who has
done research on my name knows that if you go online it will take you three days
to get off. Its not pejorative. It is all positive. Its all about the serious presence
that I have.

James you ask me anything. Thats enough of that nonsense. We had to get that
out of the way.

James: I appreciate it. I think anybody who knows me can right away sense why I just
attracted to you immediately. Youre a no nonsense, no B.S. straight forward,
look lets roll, get it done and make it happen type of person and that is the kind
of guy I am. I just appreciate that about you. Joel Im going to hit you right off
the top with this.

What qualifies Joel Bauer as a professional persuader?

Joel: That is a good question. If anyone has been to a trade show and seen Motorola,
Toshiba, Intel, Boeing, Lear, Seigler pharmaceutical companies I represented,
literally over 165 major corporations, over 50 in the Fortune 100 Ive represented
over the years in trade show and platform sales environments where you have to
create a crowd, convey a message and collect the leads. You will have seen me
on the stage.

If you ask me what I do for a living and I will give you this. Later on I will reveal
the system behind it. Ask me what I do for a living.

James: What do you do for a living Joel?

Joel: Have you ever been to a trade show or sales meeting in your entire life James?

James: Yes.

Joel: Witnessed to perform with 400 to 700 people surrounding him, unable to move,
not even breathing, totally focused on every word, ever action and when there is
an opportunity to buy something they whip out their credit cards, cash and they

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 run, they run to the front of the podium handing over their money, wanting to buy
what it is that individual has to offer. Have you ever experienced that before?

James: I never have.

Joel: Then youve never seen me work.

James: That is a great USP in a long format benefit statement.

Joel: It is actually called a UPS, which is my swaying. It is a part of my book. I want

people to know that you dont want to hang up on this call for one reason because
at the end of the call there are going to be huge gifts. Im giving away about
$597.00 in free gifts to anyone who endures the entire call, takes notes, hopefully
will make immediate modifications because of the things Im going to reveal here
youll be able to utilize immediately. There are going to be real gifts. James has
asked me to give away the best chapters in my book instead of the whole book.
You dont have to read the whole thing. I will give you the best of it for free.
Youll be able to download it immediately. Ill also give them tools that are
worth thousands of dollars. This is the stuff that I charge for, but tonight it will be
given away for free. If there is something made available at the end of the call. I
can assure you that I do not care if people buy things on this call. There is not
going to be a hard close at the end. None of that nonsense. Sure there will be a
page there, but that will be that and they can make their own decision. I want
them to judge the call and I want them to take away really hard core assets they
can apply the next time they walk on the stage so they can not only make a
difference for the producer or the person that hired them in terms of revenue in
their pocket, but they can walk away with the kind of closing theyve never
experienced before.

I know that James you were at, weve done so many events together. Were you at
the Glaser event?

James: No. I was not at that one. We were together in Chicago at the dental event with
Ed OKeefe.

Joel: I want people to understand something. At that event I was called in last minute.
I had three days. I am not going to pull any punches here. I am going to name
numbers because people seem to need to understand when things are real there is
a number attached.

I was called as an emergency from Ed OKeefe. This is something I have not

revealed publicly. I might get beat up for telling people this, but this is a real guy.
He is in the dental niche and he hired me to create a compelling close for his
coaching program. I said, I really dont have time for this now. I am exhausted.
I just go back from another event. I dont need more revenue and I dont have
time. I want to spend time with my children.

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 He said, Name a number

I said, No. I dont want to doI need the time right now with my kids.

He said, Name a number.

Everyone has a breaking point. Unfortunately, even though I dont need the
money I am amused by breaking points. I named a number and he said, fine.
Check is cut. I will hand it to you when I see you in three days. Here is what I
need you to do.

I said, No we are not going to do that. This is what we are going to do.

Turn key. You do nothing. You go to sleep at night now and dont worry I will
deliver it and train you the day before. You saw him do it. Tell them right now,
you saw him do it.

James: I saw him do it, exactly what you told him to do. Step by step the night before.

Joel: Not only that. He used all of my graphics, all my animations, all my slides, my
whole sequence, all the psychology. All he did was repeat what I told him to
repeat as best he could. I worked with him no more than four hours. Would you
like to tell the audience, do you know what he did by the way?

James: I dont know the exact total numbers that Ed did, but I know it was six figures if
you play it out over a year.

Joel: Two hundred and seventy-four thousand dollars, a quarter of a million dollars.

James: A quarter of million dollars after a two hour program.

Joel: No, no. An hour and forty minute program. My slides. Nothing from him just
exactly what I gave him.

By the way everyone listening in needs to understand there was integrity and this
is what we are moving towards now because we are gong to reveal not only what
qualifies me as a persuader. We are going to reveal the mechanics behind the
process. I want to let them know what it is their mostly doing wrong. That is
they approach it from the wrong angle to begin with. They go in as a speaker and
then they build the product and then try and make the speech align with the
product. It doesnt work that way.

We are going to talk about reverse engineering and how easy it is. I can assure
you that someone like a Dan Kennedy and someone like there are so many top
marketing people out there I could name. This is how it is done by the people
who really know how to pull money out of the room. I am reviewing techniques

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 that are not only based upon my experience, but the experience of the top
producers in the industry.

Turn-key presentation, a quarter of a million dollars and the beauty of this is, so
lets go to one other event now. I want to wet their appetite.

James: Sure.

Joel: I want to set the expectation high here. Bill Glazer of Dan Kennedy.com and
Kennedy-Glazer enterprises invited me to speak at their event. There were many,
many speakers there. I was only on the stage for one hour and thirty minutes,
actually an hour and fifteen minutes. Seventy-five minutes and then there is a
fifteen minute cushion right before lunch where I could literally go to the paper
table and work it.

The paper table is in the back of the room and that is where you collect your
money. That is what retires you at an early age. That is what sends your children
to the finest private schools. That is what enables you to live your life on your
own terms without compromising.

What I am telling you is the paper table is where you make your money is. You
dont make your money on the stage. You dont make your money because of
what you said on the stage. You make your money as a result of those who
follow you to the paper table.

James: You are exactly right. That was the biggest revelation for me Joel. I was always
go get a check. Go get another check and go get another check, but when I
watched you and some of these other folks and I saw that you were making a
hundred times what you get paid in a speaking fee in the back of the room I said,
I got to learn from these guys.

Joel: Speaking fee is cab fare. I am not trying to bubble it. Im playing the median on
this call. If anyone is listening in I can shift my personality right now. I can
become the nicest guy youve ever met, I can seduce you. I can take you to really
lovely place, beautiful mountains and the sun rising up. I can do that. I can shift
my personality on a dime. I am not here to do that. This is not going to become
one of those candy coated calls.

So to set the expectation high and the Glazer event is just one of 30 events in the
last seven or eight months.

James: Well, tell me the numbers you did Joel.

Joel: Well, the numbers are 218 sales made on a product that was discounted down to
$16.99 from the normal $21.95. I dont sell if for less than that. You multiply it
out.

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James: $370,000.00 in a little over an hour talk.

Joel: Hour and fifteen minutes. I flew in, flew out. Did I have any preparation. Not
really other than keeping myself wrapped sharp, look sharp, feel sharp, get to
sleep at night. Dont do anything stupid. Take care of yourself. You got to take
care of yourself. This is the instrument. We will talk about that if we have time.

The bottom line is that I want people to realize what is possible. It is possible in
an hour and fifteen minutes, by the way that was a small group. Im not even
talking about the learning annexes. Im not talking about the mega audiences that
are out there with 12,000 people. How many buying units? People need to
understand that a buying unit is all you care about. I dont care about their
husband, wife or their child. All I care about is the person who came who is
qualified to make the buying decision. That is the person I am communicating to.

Do I have to motivate emotionally? Do I have to manipulate? Do I have to

control the other people with them and take them to the right place
psychologically and physiologically and emotionally? Of course I do.

By the way, if you dont like the word sales or negotiation or influence or
manipulation or divisive, if you dont like these words, get off the damn call.

James: I have to tell you when you say manipulation its not a negative manipulation.
Youre talking about doing it in an ethical, moral way with integrity.

Joel: See youre playing the nice guy on the call here, but Im letting people know here
that this is a wake up call here. If you are afraid of controlling an outcome of
manipulating a solution in front of an audience that they need desperately.

See the beauty of what I teach in my system and the things I give away, I dont
tease them. I actually teach them three, here is where you start taking notes ladies
and gentleman if youre listening in.

There are three things you got to give your audience. If you want to have an
effective close whether it is an hour or a two hour pitch, you got to give them
three nuggets. There are a lot of people who disagree with me. Dan Kennedy
would be one of them. Im using his name because most people are familiar with
it. I just using it and throwing it out there. I have a lot of respect for the man.

There are a lot of ways to skin the cat and my way is one of the ways. Dan teases.
He gives them the idea of what they should have, the hope. He identifies the
problem and says there is a solution, but doesnt really teach them the solution.
They have to buy that.

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 I actually give them two or three hard core solutions and I create so much value
for them. I teach them in such a profoundly precise way where they can actually
utilize and implement immediately that they want more of me.

Totally different approach. If you really want to do this ethically, you want to
feel good about what you do and minimize your returns because youre going to
have an average of 2 to 12%. That is on the average. Most people have 20-25%
returns if they dont do it right. I want you people to experience the lowest
returns in the industry. You do that by truly giving away a tremendous value.
When you do communicate you make sure they are empowered and you let them
know you really care. You let them know youre there and you give them more
of you.

Im going to talk about stick sessions and the idea of giving them more than they
bargain for because all of them go into buyers remorse. Every individual on the
planet, the second they buy something, within 10 15 seconds buyers remorse
begins. Did I make a good decision? Could I have gotten a better deal? Should I
have ordered online? Should I have waited? Should I have read his book?

They have a million reasons not to do something, but if you can get them to take
action right there, right then, guess what, youve done nothing. You have done
nothing. Youve done nothing until they consumed the product. That is the
whole key.

Youre first job is to sell them. Youre second job is to keep them in the sale.
Youre third job is to make sure they succeed long term the way James does with
his coaching members. That is not a pitch for James. I happened to know he does
a great job. I happen to know that he is one of the few people in the industry that
isnt just full of hot air. He actually cares about his people. I know that he has
personally refunded money to people and went out of his way to do it when they
were not doing their job. He tried to hold them accountable. They wouldnt do
anything. Hey, take your money and leave for one reason. Youre not going to
succeed because youre not taking the action.

This call is about taking specific action. Let me let you lead this. What qualifies
me?

James: Let me share this. You trained Mark Victor Hansen and Robert Allen. I have
heard them say that from the stage. You trained a whole bunch of people. Mark
Victor Hansen for those listening is Co-creator for Chicken Soup for the Soul. He
and Robert Allen wrote the books, Cracking the Millionaire Code and The
One Minute Millionaire.

Joel: I created the road show for Cracking the Millionaire Code.

James: Which means you created and trained the folks who went out and presented that.

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Joel: Right. I did the beta testing. I actually did it. I presented it and made money. I
got the money and they wanted me to keep doing it, but of course I said, No I
dont want to do that.

James: You are endorsed by Tony Robbins and everybody under the sun. Youre kind of
one of those guys who is the real root behind a lot of stuff that might not be real
famous but youre really the go to guy that a lot of these folks go to.

Joel: Not only that. Not only a guy that can literally close. A lot of guys can design.
You know James that there are guys who can write a book for you or do this or
write good copy. There are very few guys who can create the entire process and
go out and deliver the highest closing ratios in the industry.

James: Correct.

Joel: My averaging closing ratio on a bad day I do 38%. That is a bad day for me. On
a good day for me I do 78%. I did that at the Tom Orrent events. I built a pitch
for a company called Automotive Marketing Solutions. I take a piece of the
backend. I make money on the front end. I make money coming and going. I am
going to talk about that too.

This is a real call. This is kind of an insiders call. I dont know if people
listening in realize that. But dont tip this stuff. This is not the stuff that we talk
to a lay audience about, especially an audience that may want to invest in my
systems. I am telling them the mechanics behind how I got them to do that. This
is the engineering.

James: Well the whole root and what you base everything on is persuasion. You think
that everybody whether they are presenting one on one or to a group of five
hundred or five thousand or if youre on a basic sales call you must master the art
of persuasion. Is that correct?

Joel: Yes. There is only one problem though. There is only one concept. I wrote one
of the best selling books on persuasion on the market right now. If you want to
read a book that is technical and brilliant you go and buy Chialdinis book on
persuasion influence, one of the classic text book college phenomenal book.
However, Im not an academic. I learned it from experience. I learned it from
being in the field, not from research, not from assimilating other peoples data,
not from taking notes. By the way, I love Chialdinis book. Im not talking about
his book. Dont take what I just said and distort it ladies and gentleman. That is
the definitive book in my opinion if you want to get down to brass tax and learn
the mechanics of persuasion in four or five techniques like social proof that you
can use immediately.

My book is based upon what you can do as a presenter to influence, engage,

suspend disbelief and get them to spend their money on the spot. Anyone can use

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 these principles. I utilize a principle called the transformation mechanism which I
can demonstrate right here on the call in a matter of seconds.

James: All right lets do it before I ask you a different question. Lets go with that.

Joel: First of all here is the secret to persuasion. If someone wants to take the simplest
note in their life the entire secret of persuasion is the arousal of a child like
curiosity. People want to do business with people they enjoy being around. You
are absolutely wasting your time on this planet if you are a communicator,
salesman, negotiator, persuader and youre trying to talk right about business
instantly and you havent put those people in a good mood. Theyre not
interested. Theyre not receptive. There is that wall up. You have got to diffuse
the wall and the easiest way to do it is through a piece of infotanement, a piece if
edutainment. A piece of entertainment, something entertaining and compelling
that gets them to forget about the idea that you may be talking about business and
then finally when I have diffused that wall you introduce a few ideas, theyre
suggestible to it because theyve had a good time.

One of the opening pieces that I use when I speak and Im going to tip it right
here on the call and Ill do it very quickly. Everyone listening I am going to give
you a basic transformation mechanism. One percent of you will be familiar with
this and 99% will have never heard it before. If you have heard it before consider
this a treat because Im going to show you how to do it effectively the right way.
I have seen it done the wrong way for years.

Here it is. You ask the audience to each select a number between one and then
and the write it down. Im going to go through this very quick. Everyones got a
number written down between one and ten.

James do this right now and write down that number.

James: I am, go ahead.

Joel: Now multiply your number times 9 if you would. Do you have a new number
James?

James: I do.

Joel: That is a two digit number. I can almost see it. As a matter of fact Im trying to
project my thought out because I just did it myself and Ive got a two digit
number.

Im going to add my two digit number together, both digits of this new number.
Im just going to add them together. Ive got a new number in my mind. Do you
have a new number James?

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James: I do. I have them together.

Joel: Subtract 5 from your number James.

James: Ok

Joel: Because I have five fingers on my left hand and I happen to be looking at chosen
number five. Ive now got a new number and now with that number Im thinking
of the alphabet A,B,C,D,E,F,G,H,I,J,K, 1, 2, 3, 4, 5 6, 7, 8, 9, 10. So when you go
through that number in your mind and stop at the letter in the alphabet remember
that as well. Im on my letter now. ,B,C,D,E,F,G, 1, 2, 3, 4, 5 6, 7. Have you got
it James?

James: I think I screwed up. I multiplied my number by nine and had a two digit number.
You said..

Joel: Now you add the two digits together.

James: Oh, add them together.

Joel: Now you subtract five from that new one digit number.

James: Ok and I got the letter of the alphabet now.

Joel: Now you got the letter of the alphabet. Think of the first country that pops into
your mind that begins with that letter. Do you have it?

James: Yes. Got it.

Joel: Excellent. Now think of the second letter of the spelling of that name of that
country, second letter in the spelling and think of the first animal that pops into
your mind, the color and texture of that animals skin. Do you have it now?

James: Yes.

Joel: I have been projecting for everyone listening. By the way the reason we are going
through this quickly is we do not have a lot time here and I want to get to the
mechanics, but it is so important that we demonstrate one technique that will take
an entire audience of people that dont know you no matter where they start they
all end up at the same place.

Anyone who takes directions well and youre going to have a recording of this
call because I gave James permission. He is going to make it available to you.
You will be able to reverse engineer the call, take the recording apart and take
every piece out of this. Im projecting a gray elephant in Denmark.

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James: Yes. That is what I got.

Joel: Now anyone listening in and who was following my direction 99.9% of the
universe who speaks English who is coherent, who can take direction will end up
with a gray elephant in Denmark. There are no other variations. Dubai is not a
country and they dont go to eagle and they dont go to emu and they dont know
how to spell anyway. Theyre going to go to elephant. Theyre going to go to
gray.

James: So that is what a transformational mechanism is right?

Joel: What it does is get the entire audience focusing on something other than what
they may be sold. Youve also set the expectation high and well talk about that
in just a second. I think that is really where we should start is how you set high
expectation at the beginning of your pitch. Real important, this is how I gain their
trust initially because the first point I make is Ladies and gentleman how many
of you are now standing in the room, 99% of you. Take a look around the room.

Everyone in the room started in a different place. They all ended up at the same
place. What does that demonstrate? It demonstrates that I have a system. When
you have a system in life you are incapable of failing financially. Youre
incapable of not having more free time. Youre incapable of not having more
energy and youre incapable of not living longer if it is the right system for health
for example.

Having a system is the key. The words of Deming, 94% of all failure is a result of
not having a system. Systems are the results of success. If you dont have a
system, you fail automatically. Generally by default. That is not acceptable. You
will absolutely succeed by design.

What it enables me to do is position in anyone of my pitches, no matter who I am

designing for. People dont realize that this is a huge nugget Im giving out. This
is the very foundation of the beginning of the pitch. You want people to buy into
the fact that if they had a system and it worked every time and was proven and
guaranteed and it was so proven and guaranteed that you actually paid someone if
they fail. That is another caveat that I throw in.

I make it very clear to the audience that they should never do business with
anyone that A.) doesnt guarantee what it is they offer. So your money is back in
your bank account where it belongs and doesnt pay them if they fail. So if they
fail they not only get their money back in their bank account, they make five
hundred, or ten thousand or a thousand in cash just to say thank you for their time.
That is part of one of my closes.

Whats so powerful about that is I actually take out the cash and I deal it down
into someones hand in the front row. Do you know how huge that is?

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James: Yes. I have seen you do that.

Joel: I can tell theyre on board already. Im not worrying about them keeping the
money because theyre already filling out the form. Were going to talk about the
forms if we have time here. That is another art form that no one seems to
understand correctly.

James: Joel, let me ask you this. What do you think one of the biggest mistakes speakers
make on the platform that hurts their chances of selling more of their products.

Joel: They dont set the expectation. Im glad you asked that because it takes me right
back to the first square.

When you go through one of my pitches. Let me just give you the structure. Let
me give them right now on this call my structure.

Ladies and gentleman the next one hour and fifteen minutes you will learn to do
three things. Things you do not do well right now. You will learn to present
yourself in a way where you at the first point of impact, the first point of contact
has impact long term. You will learn to present yourself in a way that is
unforgettable at the first point of impact and that will be in less than an hour and
fifteen minutes.

The second thing you will learn to do is you will learn to persuade people who
are shut down, who normally wouldnt give you the time of day, dont care if you
live or die, but people that normally dont care about you, your family or anyone
you know. People who are rude and closed off. Now theyre hanging on your
every word, your every language, your everything you say and do and they are
willing to follow you and want to benefit from you. You will learn to present
yourself in a way that is unforgettable and persuade those who are shut down.

The third and final thing you learn to do in an hour and fifteen minutes, tell me
this isnt exciting, you will learn to literally preserve those relationships that I
have shown you how to build and a fraction of the time. You will turn them into
raving fans. You will become the only logical choice.

By the way, I want everyone out there to realize that I am not reading anything. I
understand what it is I teach. I understand what it is I reveal. You need to be
passionate about what it is youre talking about because I know how to do that. I
know how to teach you those three things.

James: Well there are three things I picked up. Number one, youre setting those
expectations right up front. Youre telling them where youre going to take them,
but youre telling them in benefit form which is number two. Those are all
benefits to the audience. Number three, you kind of eluded to the importance of
having passion and believing in what youre about to share with an audience. The

15
 audience can pick up, am I right? They can pick up if you dont believe in what
youre about to share with the audience.

Joel: All I know is that Ive never seen more than one person literally seen more than
one person get up and leave during one of my pitches and I dont care how bad
they had to go to the bathroom. I do not care how much pain they were in. When
you get out there and youre doing youre job right and you dont need to be the
most charismatic human being in the world. You need to have something that is
exactly what they want. There needs to be a lowest common denominator. A
universal appeal that you have in a structure of your presentation. It has to answer
a question.

Lets talk about message to market match here for a moment. Some of these
people that are on this call here may not understand something. You have no
business taking a product that doesnt match the audience. I dont care how good
you are. This includes me. This includes some of the top closers in the world.
Ive seen them speak and Ive done it myself in front of an audience where we
were mislead, misguided. We were told that that audience was going to be
receptive and they were the perfect demographic fit. Bull. They werent. And
youre going to fail miserably and fall right on your face and youre going to
leave without revenue and wish youve never gone there.

You have one responsibility here. Make sure you are targeting a market that you
match. If you talk in the college market understand what they want to hear and
what it is they need to hear. They need a job. They need to make X amount of
income. They need X amount of freedom. They need an X amount of free time
in their life. If they can do this, this, this and that theyre going to have more
time, more money and enjoy their life fresh out of school in the first 3 months
and here is how you do it. That is what they want to hear. Theyre looking for
the quick fix. I just made that up. We didnt discuss college market. Matter of
fact that is not my area of expertise.

My area of expertise is I can help anyone on the planet who wants to have their
own sense of brand. That is a personal brand that differentiates them from anyone
else on the planet attempting to do the same thing. That means that they are
automatically different, unique and their perceived value goes through the roof. I
can get them on television, radio, newspapers and magazines for free utilizing the
principles that I spent $12,000.00 a month for 7 years with a publicist, top
publicist in L.A. I learned how to do what he did for myself for free because I
paid attention and learned the hard way.

That is one of the things I reveal. That is just a bonus. I teach them how to brand
themselves so their first point of contact, they hand someone something and their
jaw drops. You have seen me do it. You have seen me sell my business card for
$375.00. Talk to them about that for a second.

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James: I was going to bring that up. I have seen the most amazing thing I have ever seen.
I have seen this twice. I have watched Joel sell his business card for $375.00 to
someone in an audience and when he tried to sell another one, because he was
illustrating a point, I saw so many hands go up of people that wanted to buy the
business card for $375.00. Why dont you just touch on that for a second Joel.

Joel: By the way, I want everyone if theyre listening and paying attention that I just
intentionally increased my speed. I increased my modulation, my tonality and my
inflection and what I also did was I shut down a lot of people. I wanted you to
experience the wrong way to pitch.

You dont go into a verbal tirade on a phone call. This is s tele-seminar. Tele-
seminar is a whole different animal. If I had you live in a room, you would be
looking at my body language. Youd be looking at the way I dressed. Youd be
looking at the way I wrap my package. Youd be looking at everything about me.
Youd be looking at my pacing, my timing, my slides, my lighting, my audio, the
way that I use live testimonials. Youd be looking at all of those assets and as a
result of that youd be sucked right in.

Now on the phone were only dealing one equation and that is audio. All we have
is audio. We dont have any pictures to go with this.

Unless you went online and unless youre looking at something that takes you
through a process where you can see me or examine me on a pitch or live video,
well make that all available.

I think whats important here James. At the end of this call we are going to have
a lot of people that want to be here a lot more and were not going to want to
leave them hanging because that is not fair. I will make sure they have video
links for free where they can study me in action. Ill make sure they have the
chapters in the book. Ill make sure they have tools and gifts and transformation
mechanisms and they dont have to buy anything to get those gifts, those assets
and that is the number one mistake. You never want to give the audience too
much because it lets them off the hook and they dont have to buy. That is real
important.

James: Joel, say that again because so many people want to teach everything they know
from the stage in 60 minutes.

Joel: Bad move. Ladies and gentlemen I will tell you right now point blank. You do
not want to give more than three simple concepts that enable people to improve to
some degree but not solve the entire problem.

James: That is so profound, anyone listening. That was the biggest thing I had to learn. I
used to want to get up there and teach everything I knew because I felt like I

17
 wasnt doing a good job if I didnt teach everything that I knew that Ive learned
in ten years in a 60 minute speech.

Joel: It is obvious when you study an area of expertise. My grandfather, when I was a
child said to me, Look, if you study something fifteen minutes a day, fifteen
minutes a day of comprehensive study on one area, one niche, one thing that
fascinates you in five years youll be an expert. You will be the center of
attention on that particular theme or concept.

It is more important to do one thing incredibly well then have a lot of general
knowledge.

I know a ton of people who are interesting for five or ten minutes on a billion
subjects. I am not. I am interesting on a handful of subjects that people are
compelled and willing to pay me a fortune to learn about because they want to
produce the success that I produced in those areas of expertise.

James: What youre saying form the stage, no more than three concepts at most.

Joel: No more. That is why when Im up there the first thing I teach and then well go
to the business card. The first thing I teach is wrapping the package. I talk about
how I get first class upgrades. Well like today. I flew in the coach. It was
thousand clients money, not mine. I could have booked first class, but I dont
take advantage on that. I dont need to. I didnt feel like using my points.

James: I have to tell you. That is one thing I picked up from you. Seeing how you wrap
your package. You taught me just from observing you and talking to you and
watching how people draw to you at an event, you taught me by example more
than words the importance of youre just not on stage when youre up there
speaking for 60 minutes.

Joel: I was a cruise director on a cruise ship at age 15. People find this hard to believe.
At 14 I went on as cruise staff. I am not kidding you. I was the youngest
cruise director in the world. Youngest cruise performer in the world at a time
when Carnival Cruise Lines was called the K-Mart of the Caribbean.

We learned something. The second you walk out of your cabin youre on stage. I
dont care what deck youre on, in life, I dont care if youre on the promenade or
where you are, you are judged.

When I traveled today, I traveled in a suit, open collar, tie and my little brief,
carrying my laptop, my pointer. I have all the critical data that I have in my
handheld because if they lose my luggage, and they will, I have the ability to
perform when I get to my location at an optimal level. I have the ability to walk
into a hotel and be judged essentially by my wrapping before they ever get to my
content.

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 You are judged in the first four seconds all day long through micro processors in
every human being that comes in contact with you. You are going to get
upgrades. Youre going to be sitting in the best place in restaurants. Im in a
hotel suite here. You should see the size of this room and Im paying eighty
dollars a night. I mean the client is paying. Im not paying. I dont take
advantage of my clients because I dont need to. Theyre paying me a fortune for
my service. When I travel, I want to travel well and I found that just by
presenting myself elegantly, simply I wear black and white the majority of the
time. We can talk about that if we have time later on.

That wrapping of the package is so important. Try it for one month. Here is the
30 day challenge. James and I both, can I include you on that?

James: Sure.

Joel: James and I challenge everyone to put on a dark frame, wear black and some
color. If youre a female its going to be a colored blouse. You wear the
following colors around your neck. If youre a man youre going to wear a white
shirt with a tie. Your tie is going to be pink or your blouse if youre a female is
going to be pink, the second most powerful color in the sequence.

I have tested this over the past 20 years. The second most powerful color is
yellow. Yellow with the white or yellow on the inset.

The third most powerful color and were only going to go through five here
because thats all you need. These principles are simple. You will see Donald
Trump utilizing this principle. You will see the President of the United States, not
this Presidents who actually did dress well use the same power look. You will see
Oprah Winfrey use the same technique. I have instructed this for years. The third
color in the sequence is the color red.

The fourth color is the color royal blue, which is an electric blue and finally white
on white.

Now with a little bit of color around the neck and a dark frame, you dont have to
buy the most expensive clothing in the world, but it needs to fit you well. That
color brings the dynamic to your face and your hands. Youre like a mime. You
want people to see your hands and face because that is how you communicate.

You dont want them looking at your breasts, or your butt, or your back or any
other area. You dont want them going sexual on you in their thinking. You want
them looking at you. Youre communicating to them so you frame your face.
That is why there is darkness everywhere except around the neck and your hands
obviously contrast. It is so powerful and it has significant impact.

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 When I walked in this hotel here. Im at a Marriott Residence here in New Jersey
right now working on location. I know we have a couple of callers from Jersey
that I heard announce themselves. At this particular location I was immediately
offered without even asking the upgrade, Would you like to stay in one of our
suites. We happen to have two available.

I said, That would be lovely, thank you.

I didnt ask for it. Sometimes I ask, but I ask very gently. I dont raise my voice.
Im not using some manipulative secret strategy. I hate to tell people on this call,
but if youre looking for the miracles of persuasion, if youre looking for someone
who is going to tell you what buttons to push and its going to be really
complicated and require a lot of study and youre going to have to do this and
spend 6 months doing that. Bull.

James: Joel, let me ask you this. This is what I got from you. I change my dress and
anybody who is on this call that came to the last two bootcamps that I did, one in
Orlando and one in Los Angeles, they will vouch for me. They saw me with the
black frame on with the white shirt, the pink tie, the gold tie because I believe
when you learn something from an expert like yourself that works, you dont
analyze and try and figure it out. You just go do it.

How important is it and I will tell you my story before you answer. How
important is it for you to wrap your package and frame yourself in the proper way
so that when show up at an event as a speaker you are received differently and
perceived differently. For myself I noticed when I started wrapping the package
as you said, immediately when I would walk into some event where I was booked,
I was treated incredibly different. At a whole higher level. How important is that
for a speaker?

Joel: Put it this way. If you do nothing else from this call and you learn nothing else
from James or myself; if you do this one thing, you will have a different
experience in your lifetime, not only financially, but the respect. Your self esteem
will be altered as a result of this. The way people treat you; theyre going to
respect you more and I hate to tell you this. The words of a flight attendant,
which used to be stewardess. Someone in the industry for United Airlines for
many years who gave me a hand written letter at a Mark Victor Hansen event
where I was paid to mentor them and design pieces for them that later would
become a road show, that woman walked up to me, gave me a letter and said,
My job is to save lives and I would have saved yours first.

James: I read that on your website. I read the actual letter.

Joel: Yes. It is right there. We put everything out there. We dont make it up. I have
got hundreds of letters like that, I not kid you, from people that said, Oh my God,
everything is happening to me that you said would happen. I am getting

20
 upgrades. I am staying in better hotel rooms. I am being seated in a restaurant. I
am being honored differently. My children are treating me differently. People
are wondering why do I look different. They are asking me did I do something.
Did I lose weight?

Actually I gained weight. Youre showing respect for yourself. When you do it
other people will give you respect as well.

James: Lets say someone is getting a speaking fee of twenty-five hundred bucks or five
thousand. We have people on this call that are at different levels. Some are
getting fifteen thousand. How important is that to dress the part and dress like
you just explained and wrap the package as far as making an event coordinator
feel ok and at ease for giving you that kind of money to show up for an hour.

Joel: Let me just ask one question and that will be the answer. If you walked out on
stage with a torn T-shirt and jeans, walked up to your producer, came into the
hotel looking like hell right off the plane; you know what? You have been
judged. It is over. You now have to work five times as hard to win the audience
over.

I know a couple of speakers out there who will remain nameless. I will not
mention them. They come out and intentionally dress badly to establish rapport
with the audience. Not only are they wrong, but if they heard what was being said
about them behind the scenes it would sicken them and they would stop doing it.
They would cease and desist immediately.

I know we have limited time here and I want to apologize for maybe spending too
long on something this simple, but if I gave them nothing else than this in 30 days
to dress their best. Im not talking about someone who is in Iowa who sells dry
nitrogen urea and youre in the middle of a cow pasture representing your product
for John Deere lock and load, that person would be very appropriate wearing a
nice pair of boots, nice pair of pressed jeans, nice pressed Western shirt and a
blazer.

James: Youre not talking about spending thousands of dollars or anything like that.

Joel: No. Im talking about for a thousand dollars I can wardrobe an entire individual
with quality clothing and this is male or female. This is not some guy talking to
men here. This is a guy talking to men and women who communicates from the
platform for a living. I have seen people who make a fortune who dress in a
disgusting manner that is offensive and when they make this alteration with doing
nothing else, theyre income goes up 35-40%. I know that is hard to believe.
That is why I am saying dont believe me.

James: Go do it.

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Joel: Go out and test it.

James: I will tell you I noticed myself showing up at an event. All I did, I did nothing
differently than dress to inspire the audience to want to be like the expert
(meaning me that they brought in to speak). I was totally received differently
from a whole higher level from the audience just from how I dressed. It blew my
mind.

Joel: I know we are jumping around here. Cut me off. I dont mind covering even the
UPS here for a moment. The idea of the unique positioning.

James: I have some questions. Let me ask you some specific questions that I think will
help my listeners here.

Here is the question. Give me two or three quick tips. I know a whole
presentation you take weeks to create. You can take an entire month to create for
someone. But just someone listening, if they walked away from this call and
wanted to sell more products like next week on an event theyre doing, what are
two or three quick tips you would give someone who wanted to sell more from
the platform during their next presentation?

Joel: Well Im going to reverse engineer this to the beginning equation and that is you
set the expectation high. You identify the three things the audience absolutely
would want to do right there.

Pick any industry. We havent prepared this. Just pick an industry and I will do
this for you in real time to show you how my brain works.

James: Lets say sales because everybody is selling something in some way, shape or
form. Lets say the sales industry and lets say the insurance in sales.

Joel: Now I want you to swear to these people we didnt set these up because when I
rattle they sometimes think, Oh my God. He can do it but I cant do it.

Im just going to go off the top of my head, bad or good, I know very little about
insurance other than my wife spend fifty to sixty grand a year on insurance with
our kids and personal liability and all of that stuff.

I would pick three points and one is the fear aspect. How would all of you in the
room like to spend virtually no money, end up with two to three hundred thousand
dollars in savings, a percentage of your retirement. In one hour I will show you
how to do that. Lets just say they wanted to talk about the equity in buying into
insurance.

22
 Number two. How would you like to never go to bed at night worrying about
whether youd be able to take care of your children. Leverage your future. So
were going to build financial leverage. That is another asset.

The third thing you might want to teach them is how they can literally have a
forced savings account, how they can pay off their mortgage because there is a
way to do that Im just pulling stuff out of my head right now. But, how they
can literally pay off their mortgage ten years sooner, end up with money in the
bank and end up saving three hundred thousand dollars on the cost of the home on
the average million dollar home.

James: Basically what youre doing is set the expectation up front with three points, but
have them benefit driven and have them help alleviate the fear of loss.

Joel: Any youre the expert. You come out there and immediately when you come out
there, you got to come out there not only well dressed and well packaged, youve
got to grip the room with a hook. Theres got to be something that everyone
agrees in.

Let me give you an example of where I start. I get everyone in the room to agree
that people dont understand them. If they did theyd buy from them. If people
understood who you were and I bring someone up on the stage so I use a lot of
touch. A lot of physical demonstrations. I use men not women because if I man
handle a women it looks the wrong way and creates the wrong perspective. It is
also potentially dangerous.

If I bring a guy up and he is 300 pounds overweight and he is not feeling good
about himself and I gently put my arms on his shoulders and I say, If we knew
who this man was, if we knew about his contribution to society, if we knew about
his education and the way that he helps people leverage themselves financially, if
we knew about the friend that he is and the family member that he is and the
contribution he makes to the church and environment in his local community, if
we knew all those things about this man who may of you would agree to buy from
him? Every hand in the room goes up.

I go, thats your problem ladies and gentleman. They dont know you. If
they did know you theyd buy from you.

Youre problem is not what you sell. It is the fact that you dont have a way of
instantly being understood and trusted. My presentation then becomes about
trust.

You take something universal and use a metaphor or transformation mechanism

or you obviously this is what I teach. This is what my systems have. If
someone hires me privately and can afford it. In eight months I couldnt see
someone. I dont have time for it right now.

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 A friend of ours, mutual friend Mitch Carson, said to me, Youve got to teach
people what you teach privately in the corporate sector for all that money.
Youve got to put it in a box. Youve got to make sure that they can learn it
live, step by step, move by move so these speakers can make the kind of money
you make and have the kind of closing ratios you have and generate the kind of
massive results and start doing what it is they enjoy in life vs. what it is they do as
a compromise for someone elses benefit.

James: You know the one thing I picked up from you Joel that is so important and it has
helped me and hopefully it will help people listening. I see so many speakers and
years ago I used to be one of them who go up there, give a presentation, and then
try at the end of the presentation almost like sucker punch the audience with some
kind of sales pitch and wonder why nobody buys their stuff.

Joel: Let me go back to adding a point and then well go back to the reverse engineer. I
know we didnt go to the business card yet. Im ADD by the way if someone
hasnt figured that out yet. Im all over the place, but the beauty of it is I dont
care. I am so high functioning and I understand that label that has been strapped
upon me. As a kid we didnt know what ADD was or ADHD. No one knew what
this stuff was. All these new labels. All I know is that I can get an audience to
move. I can teach others to do it. If you set the expectation high and let them
know what youre going to cover. You give them three things and you teach them
three things and they all agree and you constantly have hands being raised.
People standing and confirming. People giving each other a high five. Yes I love
that do you want to hear more? Am I on the right path?

You actually ask the audience to go into what I call the feedback loop. You ask
them to respond and for them to let you know that youre giving them something
of value.

Was that valuable? Are we all having a good time here? Are you learning
something you can actually apply this afternoon vs. next month or next year?
Does this make a difference in your life? Is this valuable time Im spending here
because I dont want to waste your time? I certainly dont want to waste mine. I
want this to have a huge take away value. I want you to be able to implement it
immediately.

How many of you raise your hand? How many of you got it? How many of you
does that make sense to? How many of you can do that? How many of you see
the benefit?

Most speakers dont do that.

James: I hope everybody on this call is really picking up on the whole psychology of
what you should be saying and how you should be presenting during a talk. Catch
the messages behind what Joel is saying. He is rattling a lot of stuff off, but there

24
 are so many powerful marketing messages and presentation messages that I really
want you to pick up on as he is saying this. The feedback loop.

The feedback loop when I learned that from you Joel and watched you do it I was
like, God that makes so much sense, involving the audience.

Joel: By the way, you as an example as a motivational speaker. If the people listening
in, shift from motivational speaker to a specialist in time planning, goal setting,
something where there is a specific outcome. Motivation is kind of a general
topic. It is very popular and if you just want to make it the day rate. I call it the
day rate. You make your ten or fifteen grand whatever it is.

By the way, ladies and gentleman I dont mean to insult you, some of you would
be thrilled making sixty grand a year speaking. Some of you would be thrilled
making forty. Some of you would be thrilled with a half a million. A rich man is
the man or woman who achieves whatever result it is they want that gives them
self esteem and freedom and enables them to enjoy their life. Im not here to
make that assessment for you, but Im telling you right now that if youre a day
player working for a rate, utilizing the same amount of energy you can make a
hundred times more and have the money rolling in every single month, forced
continuity for ever and ever and ever. That is the big secret tonight.

Its not the first point of sale. Its about getting them into a loop where they
continueJames lets not pull any punches here. You have a coaching program
and as long as you create value for your coaching members and they make a
fortune it then shows them by comparison that whatever theyve invested in you
is irrelevant. Now you dont charge a lot because I know what its worth.
However, if everyone pays you and you have twenty or thirty thousand people in
that loop well my god youre a billionaire.

James: Sure.

Joel: Its out of control. So the idea is to have something of tremendous value that
people want to continue to be nurtured by. Like right now there is a gentleman
telling you the government doesnt want you to know about pharmaceutical
companies. Then what he really tries to do is sell you a newsletter at the five
dollar a month level automatic debit for ever and ever and ever. Since you bought
the book.

James: And you know four million people bought the book right?

Joel: Four million so far. There are a lot of people who bought the book and a lot of
people who pick up the book and actually write down his email and they buy the
newsletter without buying the book so hes got even more. He has got about five
million people, this is Kevin Trudeau by the way, in the loop and he wontthe
guy is a very successful. He understands direct response marketing perfectly and

25
 does a very eloquent job. I dont care what you think of the guy, look at what it is
he has generated. I hate to tell you this if youre negative I suggest you change
being negative about him because his book actually has some excellent
revelations in it.

One of them helped my daughter who had been seeing a doctor for quite some
time with acid reflux and by utilizing one simple thing that we had in our house
that was sitting on the shelf for a dollar twenty nine. Im talking a years supply
of this stuff and Im not going to tell you what it is. Go get the damn book. I
dont want to hurt him because it is that simple.

The acid reflux within 14 hours, first of all it stopped, and then we were waiting
for it to reoccur and it didnt reoccur. Then we asked the doctor why and he said,
Well it must be a miracle.

We said, No its not. Its a dollar twenty-nine.

James: There you go. Thats where we talk about delivering value. Youll probably
invest in his next book that comes out or maybe you get his newsletter.

I have a question for you. You touched on something earlier.

Joel: Well hang on. I know I shouldnt do this. Dont get mad at me because Im
youre friend too, but they dont realize what Im doing here. Part of what Im
doing is pitch but Im giving example and structure they can steal from and adapt.

Im jumping all over the place here intentionally.

James: Dive into that. Tell them what you do.

Joel: There is something I just did ladies and gentleman. I just sold Kevin Trudeaus
newsletter. Some of you will look into it now because of third party testimonial.
Most of you as speakers do not use something that you need to use. This is a
huge thing. If someone paid me fifty grand and sat around with me for the day
and I tipped everything, the one thing I would tip. The one thing Im doing here
for the next three days is testimonial acquisition with $189.00 Cannon camera, a
little pocket camera that does 30 frames per second. Capturing the emotions.

People live vicariously through the words and actions of others. So speakers
listen in right now. Why is it during your pitch, your presentation, your structure,
your keynote, why is it you are not using video testimonials just like an
infomercial in your Power Point? Why arent you popping them in there? How
come you have not gathered them? How come you have not learned anything
from your observation of television in a thirty billion dollar industry? How come
you havent noticed that the only thing that gets sold uses testimonials, the words
and actions of others, to drive it?

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 When you do a presentation, Ive got James Malinchak talking about me as a
speaker. I have him talking about my product. I asked him for three different
testimonials. He asked me for three testimonials. We exchanged them in the
hallway and he said to me, Man I should have been doing that for years.

Joel: And I have and anybody who was at my last bootcamp and anybody who seen me
speak, I did this in Reno yesterday. I went out and bought the camera. Its a little
digital camera. I could not believe that the video comes out as clearly as it does.
I started loading those testimonials. I grabbed people in the hallway after my talk
yesterday. I had five hundred people there. I grabbed the association executive
popped open my little digital camera, hit the record button, got an incredible
testimonial right after I was done speaking that I will now upload and use in other
presentations. Theyre bringing me back. I will then use that testimonial in the
presentation for that group so therefore that association executive is really selling
my products for me during my speech.

Joel: By the way, that is the big revelation here. I hate to say this, but Im just not
addressing people in speaking. Im addressing people in their marketing. Im a
lot more than a speaker. I am also the ongoing continuity stream keeping in touch
with people, creating raving fans, creating referrals long term because most
people dont work inside their business, they work outside their business trying to
bring in more.

If you work on the business you already have, it will grow exponentially. If you
have no business, you have no choice.

James: That one tip about James go get this camera and start recording testimonials and
put video testimonials in your presentation it blew the socks off my product sales.

Joel: I will tell you what Im going to do. Im going to make sure the link we send
them to for those who want to learn more for free and receive some free gifts, I
will make sure there is an entire reel there of raving fans who have invested in my
systems and literally they talk about what it is they got.

Let me give them the formula here. There is such thing as a wasted testimonial
believe it or not. If theyre not emotional, theyre not passionate and they dont
tell you exactly how theyve benefited from your service, your system, your
process, your experience, whatever it is. If it is not specific.

Let me give you an example. As a result of spending just two hours with James in
private consultation, I now have the ability on the college circuits as a speaker of
not only charging 40% more than I was charging, but of being booked with an
average return ratio of 90%, Ill be rebooked and I had no idea that just by
changing two of the ideas I present, just two ideas, theyre going to hang on my
every word. Theyre going to take notes and theyre going to demand that I come
back. My comment cards, my response forms, its unbelievable. James only spent

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 two hours and I already know that he is going to make up for a 40% increase in
my income. James, thank you. That makes all the difference in the world.

James: So that is what youre talking about specifically.

Joel: I just made that up ladies and gentleman. That is just a testimonial but that is
exactly what James would want if we were trying to market to people who want
to train to talk in front of college audiences. You want a testimonial that fits and
accommodates and supports what it is youre trying to position.

If Im talking about my systems and Im talking about the business card, the
personal branding tool or the thing I call U in the box, which is that amazing
mechanism that I give them as a bonus.

Let me give you a little key right now. Everyone knows the system out there you
need to have a bonus that you can only get for free if you buy the system.

James: Joel, say that one more time.

Joel: Anyone who has a system out there, you need to build a bonus, a tool or a
technique that is given away for free that they can only get if they invest in the
system. It cannot be bought independently.

James: Lets say a beginning speaker only has a $20.00 CD audio album that they sell
right now because theyre starting out. Youre saying create some kind of bonus
that they get when you buy the $20.00 album.

Joel: How about we do it right now? How about I tell you in less than 60 seconds how
to create that additional bonus product that would have huge value?

James: Do it.

Joel: Id like you to name anyone of your coaching members right now. Just name one
you would happen to know could use that bonus and you happen to know what he
speaks about and just tell me what that is.

James: Mark Anthony Garret is on the call and he speaks in the foster care industry.

Joel: What does he teach in the foster care industry? What is the take away?

James: Mark came through the foster care system. He made an incredible success story
out of his life and he goes in and teaches and talks to people who help foster care
kids and he reminds them how important their job is because they are saving kids
lives.

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Joel: He would have a thing called Life Saver. These are actual case study interviews
with 13 children that I tracked and followed through their progress as a result of
my systems. We now know what theyve done with their life. It is going to make
you feel like youve never felt before. This special bonuses you will actually see
the before, the during and the after result of having an impact on that childs life
as a foster provider. This case study system literally is worth $2,000.00. It took
me over 6 months to compile. I had to track these people down. I had to hire
P.Is. I did it. I want you to have this for free. Its going to change your entire
frame of reference on wanting to be a part of this industry. Its going to change
your life and the way you feel, your self esteem, the way you interact with others
and the way you help individuals in the future.

Now bear in mind. You pull that out of nowhere. That may not be the greatest
financial leverage hook, but here is how you create that. You buy a little box
from DynaMetric. I have one right here. What people dont know is even though
Im in a hotel room right now I am recording this conversation and so are you. In
case your recording didnt work, Im recording the whole thing from an analog
phone into a digital laptop and Im using a tool that costs me eighty bucks.
People dont even know this stuff exists. This is not something from Radio Shack
for fifteen dollars. This is an eighty dollar instrument that converts analog to
digital perfectly and it creates product that generates massive revenue.

Every conversation that I have with someone, paid consultation, where they give
me their permission to record, so I can send them a copy of it which they always
agree would be important to them. I say, By the way may I also share some cuts
or excerpts from the call or the entire call to someone it may be able to help in the
future?

Once they give me that permission verbally on the phone and Im recording it.
Ive asked them permission. If they say no, I turn it off or never turn it on. If
they say yes I click one button on my laptop and I record in any recording
program. They have them for free online. This is not about spending a lot of
money.

Your are then able to turn that into a product. Its an MP3. Its a WAV file. You
burn it onto a CD or throw it on a DVD with some other files you have and
suddenly youve got a product that you can sell for an extra $499 or $500 dollars.
I know people find this hard to believe, but that is precisely how you create
products.

Is that immoral? Not at all. Are you kidding? What about the case studies?
What about literally interviewing people and hearing their success stories and
what they learned from you and how you impacted their life in foster care? I
would like to hear that. That would be very important. That is how easy it is to
create a product.

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James: Basically you do a couple of case studies for any niche your in. Record it. Track
the progress and boom that is a great product. Youre right. I want to learn from
people who have actually gone through it and were successful.

Joel: Lets look at the obvious thing here. Youre interviewing me tonight. This
benefits your people and that is good. How does it benefit me? Well, youre
going to give me a recording of it which I can then post on one of my membership
sites and it becomes content that has value ongoing for those who invest in my
systems and products. Its another product. It could also be placed in another
system.

This call I would imagine will have some real tidbits that havent been revealed
before because people dont ask me these questions over and over and over again.

James: Joel, were coming close to the end of the call here. You mentioned about some
free stuff that you wanted to share.

Joel: James, let me just address that business card. You asked me a question about the
business card and I left people dangling. We talked about setting expectations
tonight. We talked about the use of live testimonials throughout your presentation
confirming what it is youre teaching so that people not only love it in the room,
but they go, Oh my God, look it works.

Its the before and after. They were fat now theyre thin. Its that transformation
process because that enables people to make the commitment emotionally.
People are looking for a reason not to buy. When all you give them is a reason to
buy and everything thing you do compels them, theyre learning. Its confirmed.
Other people have done it just like me and I can relate to them. Therefore I can
take action. Here is a gift now for all of you. Let me just pass it out. These are
gift forms that everyone and go along with me. I would never ask you to do
something I wouldnt do myself. Youre not buying anything here. Just fill out
the forms so I can send you additional gifts and keep in touch with you for free.
For three months Im going to make you a member of my private club.

Now what have you just done? You got them all fill out the order form. They all
get a bonus gift even if they dont buy. You say, By the way may I have
permission to share with you my product?

You might want to tell them Im not tipping the small stuff right now. This is
structure.

James: This is actual how to, here is what you do. I have watched Joel do it and I sat
there and Ive taken notes and notes and pages and pages and this just blew my
mind because these are actual tidbits I just watched you do. I took and
immediately put into my talk and started to sell more products.

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Joel: For example, my order forms are landscaped. Theyre not portrait. Theyre not
up and down like everyone elses 8 x 11 piece of paper. I turned them
sideways because in the midst of everyone elses forms they stand out. I want
them to be able to find it. My forms have very little to fill in. Why?

Because people will do something if it is simple. If its complex or has legalese

on it or hard to understand or no guarantee they wont take action.

Let me just go through this real quick. You fill the form with them and now you
say, May I have permission to share my system with you, a system that enables
you to learn from me step by step live, not an audio. Oh no. Those are bonuses. I
give you those for free. Video step be step where you can fast forward me, freeze
frame me, go back in time. Youre going to lean everything I have done and we
all agree that this has value and youve been confirming that youd love to be able
to do this stuff. Well, I wish I could spend more time with you but we all know
that I cant. If every one of you tried to hire me I couldnt be with my children so
what I did was I took all of my systems, all of my teachings and I put them into
this one incredible system, 24-hours of live training on DVD including the
magnificent portfolio that gives you the templates and the samples and the
metaphors and you go through all of your benefits.

Now theyre getting excited while you pile this stuff up and what I do is give
away each piece of my system to a different person in the room. Just one piece,
not the whole thing because that would empower someone. I give away pieces so
even those people if they want it theyre going to have to go buy it anyway.

But I look like Im a real giver. I am giving it away and it does cost me money.
Im not being mean. What Im doing is Im not giving anyone the complete
solution.

James: That is brilliant.

Joel: If you give them everything theyll buy nothing. Its fine but it is also good
because I am helping them.

They fill out the form and finally when I go back I say, For those of you who
filled out the gift form youre going to meet me in the back of the room right over
there, that is where it happens. Im going to show you a couple techniques
because we dont have time to finish here. Im going to show you one more
technique in the back of the room that will maybe double your income in 6
months or less using this particular strategy so meet me back there with the gift
forms. Make sure you hang onto the bottom form. That is for you. Hand us the
two tops and for those of you who put an X in the upper left box that means you
want my system. That means you want my ongoing education system, tax write
off you want the system with a `100% guarantee or I pay you a thousand dollars at
the end of one year. I understand and you understand there is no risk. Your

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 money is back in your bank account and you made money for failing. Who else is
going to pay you if you fail in life?

For those of you who dont want anything, you just want the free gifts, no
problem. Ill meet you back there now. For those of you who are onboard and
really want to put an extra hundred thousand or two, three hundred thousand
dollars in your bank year in the next fiscal one year from now and you want me to
hold your hand and coach you and give you tele-seminars and give you all of
these tools and give you that bonuses.

You understand the windup. Bear in mind ladies and gentleman if youre
listening in. I am moving quickly here. Im not trying to close you on anything
because Im not even telling you about my stuff.

James: Joel I have to tell you and hate to cut you off my friend, but we got three minutes
left on the recording.

Joel: Let me give out a link here. Write down right now. We created this for you.
This is a beautiful example of how you market online. If they rip off the ideas on
this link alone, theyre going to make a lot of money online. I do everything right
online. We know what were doing. Model it, steal from us, use these ideas from
us. Go to www.persuasionfoundation.com\james

When you go there, you are going to see me on live video welcoming you to the
site designed specifically for James. Were going to make you a member of my
club for free. Others pay, youre not going to pay. Youre going to be able to
download the free chapters. Youre going to have the free videos and youre
going to see the most amazing page which describes what I teach. Its going to
teach you more. Read the whole thing.

Youll be incapable of not reading it.

James: Its great. I just read it today.

Joel: They can rip off any ideas they see. They can steal the structure. They can use it
on their own sites. James is it one of the top two sales pages youve ever seen?

James: I printed the whole thing out. It is 41 pages of great information.

Joel: There is a lot of content there. Its not just a sales pitch. For those who do decide
to invest in my system, I just want them to know one thing. We have never sold it
for under $1,699.00 at a live event. We dropped the price considerably. They
will be able to buy it in the next 24-48 hours for a special price if theyre on this
call through James. Theyll be able to do this right there. This is not a site
available on Googgle. This is a site only for this group designed specifically for
this call and that is www.persuasionfoundation.com\James.

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 I want to thank everyone for allowing me to share some ideas.

James: Joel, thank you for that. I didnt know you were going to give them a discount on
your course. I appreciate it. I know what its worth. I got it here and went
through it. It is one of the most amazing persuasion courses and I think everyone
can tell from all the things I said that I implemented from learning from you. I
dont do things unless I know theyre going to work.

Joel, youve been one of the biggest influences, not only on my business career,
but on my life too. I watch how you treat people and I watch how people love
interacting with you. I just appreciate and value knowing you.

Joel: Do we have any time left at all?

James: Weve got about 30 seconds so I have to wrap it up.

Joel: Let me just ay one thing. All the things I wanted to talk about are there on that
site and that is one of the reasons I am not upset that we couldnt cover everything
because the training goes on from here. They become a member for free. Go to
the site www.persuasionfoundtation.com\james Youre in. You dont have to
spend money there to benefit. That goes against every principle I live by, but I
wanted to do something special for this call.

James: Thank you. I appreciate it. You have been fabulous. You have been most
gracious. I know youre there working, but thank you so much for giving me
your time to help my listeners.

Joel: My pleasure guys.

James: Take care. Good night everyone.

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