Turn your Voice into Your Greatest Business Asset with Roger Love: An EOFire Classic from 2021

0:01Light that spark fire nation JLD here and welcome to entrepreneurs on fire brought to you by the HubSpot Podcast Network, the audio destination for business professionals with great shows like Billion Dollar Moves. Today, we're pulling a classic episode from the archives and we'll be breaking down how to turn your voice into your greatest business assets. To drop these value bonds, I brought to Roger Love and to EO Fire Studios. Roger is recognized as America's number one voice coach. His clients include Tony Robbins, Tyra Banks, John Mayer, Selena Gomez, Reese Witherspoon, Jeff Bridges, Bradley Cooper, and more.

0:34In today's foundation, we'll talk about how true joy, happiness, purpose, and love happen during the journey towards success. Focus on the trip, enjoy every moment. We'll talk about adding the correct sounds and emotions to your voice, how powerful that is, how speaking is a physical connection. The sound must come out of your mouth and vibrates the body of the person you are speaking with. This is powerful stuff, Fire Nation. And so much more when we get back from thanking our sponsors. Hustle and Flowchart, hosted by Joe Fear, is brought to you by the HubSpot Podcast Network, the audio destination for business professionals.

1:07Join Joe as he discusses systems, mindset tweaks, reframes, and strategies to help you build a business that gives you freedom and fuel for your life. A recent episode on using AI for effortless content creation is a must listen. Listen to Hustle and Flowchart wherever you get your podcasts. Ever thought about giving a TEDx talk? It's one of the most powerful ways to share your message with the world. And four-time TEDx speaker, Taylor Conroy from Thought Leader can help you get there. Visit thought-leader.com slash fire to join Taylor's free training where he teaches you how to land a TEDx talk and spread your message to millions.

1:43Roger, say what's up to Fire Nation and share something that you believe about becoming successful that most people disagree with. Well, I believe that most people think that you find happiness and contentment and purpose and passion with the achievement of success. But I also know that when you talk to people that are incredibly successful, they don't want to talk about where they are. They want to talk about the journey. So I believe that true happiness and contentment and passion and purpose happens during the journey toward that success. And that if you don't focus on how much the journey is important, when you actually get to success, you won't really even enjoy it.

2:42Enjoy every moment of the climb of the mountain. Don't wait to put your flag on the top. Have little flags that you put in the mountain on the whole journey up and you think, this is amazing, I can't believe I got this high. And then 10 steps higher, this is amazing, I can't believe I've reached this. So enjoy the journey that that is what you'll end up talking about at the end of your life. Fire Nation, this is why I love Roger Love, Because listen, he talks about the journey. He talks about the story. And in the 3 ,000 episodes of Entrepreneurs on Fire, the first 2 ,000 episodes that I did, my first question was, what is your worst entrepreneurial moment?

3:26Tell us that story. Because we as humans, Fire Nation, we love the journey. We love the rags to riches. History is broken up into his story, her story. We love the story. We love the journey. So don't just have your eye on that prize. Enjoy the process along the way. And as I mentioned in the intro, we're talking all about turning your voice into your greatest business asset. And I mean, we're talking Tyra Banks, John Mayer, Selena Gomez, Reese Witherspoon, Bradley Cooper, Jeff Bridges. I mean, you have pioneered this industry of voice coaching for speakers and so many other individuals. How did you, Roger Love, go from coaching singers like the Beach Boys to helping speakers like Tony Robbins?

4:15Tell us your journey. My journey was I set out to just be the greatest singing coach that I could be and thought that that was my purpose. And about 17 years into just being a singing coach, speakers started coming to me like Anthony Robbins and John Gray and Susie Orman. And they said, we want you to work with our speaking voice. And in the beginning, I turned them away because I didn't think I could fix the speaking voice. I was really focused on singing. And though they came, but they came back to me a few months later, they would call again and say, we still haven't fixed the issues that we have with our voice.

4:57Please take us. And I said, great, I'll take you as students. And I won't charge you at the beginning until we realize that I can be of great benefit to you. So then I started working with speakers and I studied everything that I could study, read books and did all the research I could about the speaking voice. And the interesting epiphany happened after I had done tons of study was because I had believed in the beginning that the singing voice was different than the speaking voice. But what I came to at the end was that there's hardly any difference at all between the singing voice and the speaking voice.

5:39And I had already spent 17 years helping singers open up their mouths and figure out the sounds that would help influence millions of people. So I realized I could take the same techniques and just morph them to put the music into people's speaking voices, the pitch, the pace, the tone, the melody, the volumes, the very same elements that I had gotten used to controlling with singers, I could do the same thing with speakers. And when I realized that, and when I started putting it into action, I had the same results. Suddenly the speakers were being able to open up their mouths and move people emotionally, just like singing.

6:30So that's where it started. And that change from adding speakers to my passion, not just singers, really changed my life. Because I always say it's great when you help somebody learn how to sing. They can sing higher, they can sing lower, they can sing louder, they sell more records, they sell more t-shirts, more concert sales. But when you help someone find their speaking voice, you literally can change their lives. So during a coaching session that I had with you, you told me a few fascinating stories. I mean, one of my fellow Puerto Rican, Brendan Bouchard, that was just absolutely fascinating.

7:14Now, you know, I don't know if you're going to be able to use names if you can. Awesome. Let's do that. If you can't, we totally get that as well. But can you share a few of these transformational stories that you've had over the years? So Fire Nation kind of understand and see and maybe picture themselves in these scenarios. Sure, we can start with Brendan. Brendan called me from the parking lot on the first day of his three-day event. And before lunchtime on that first day, he had already lost his voice completely. So he called me and he said, I don't have any voice left and I have three days still to do.

7:53Can you fix it? So over the phone, I was able to fix his voice so that he could actually make sound. And then he went on to speak for three days. Sounds like an infomercial, but it was actually true. I have exercises and systems to shrink the swelling on the vocal cords. It turns out that the number one reason, in the beginning at least, that most speakers came to me was because they were losing their voices. So Brendan was that perfect example. Tony Robbins was the same example. He was losing his voice. He likes to speak for about 22 hours a day and sleep for a couple if he gets the chance. And that's very difficult on the voice and the body.

8:37So people came to me so that I could make them open up their mouths and create the sounds that they want 24 hours a day, even if they never slept. Roger, we are Fire Nation. My audience is made up of entrepreneurs, of businessmen, businesswomen, solopreneurs. Why have so many entrepreneurs and business people in general come to you specifically for voice coaching? I mean, we've talked about a few of these things already, but I want to get really specific about the difference that it makes in their career. Perfect. The world as it exists right now speaks from word to word. every entrepreneur that you have thinks that if they had the right words to say that they could close the deal they could influence the person they could get the funding they want they could move forward they could create amazing business relationships but word to word is actually an improper silent it's science because the way that the brain works is it processes spoken information first for emotion and then for logic.

9:50It doesn't work the other way around. So if you have words and you say those words, I really want you to invest in my company. I love my company. You'll love my company. I'm making money. You'll make money. Then the first part of the brain, the amygdala says, that's not emotional. Who cares about you or your company? Who else could I talk to? But if you add the right sounds, the right emotions to your voice, if you say you're going to love investing in my company, you have to meet my brother. He's amazing. Then the amygdala says, well, that sounds emotional at least. So I'm going to pass that information onto the prefrontal cortex, the part of the brain that processes information, thinks about it, decides how it feels about it, connects it to memories and then stores it into memory if it so chooses and then takes action upon it.

10:47So what your entrepreneurs don't understand is they're speaking word to word. And if they learned what sounds to attach to those words, they could move people more in emotional ways that would get them to achieve the outcome of every conversation they have. And as long as they're just thinking about the words, they're just like bad PowerPoint presentations with no visuals and just numbers and figures and words that nobody remembers and nobody cares about. Fire Nation, back in 2012, I had very little skill and very little logic when I launched Entrepreneurs on Fire, but I did have enthusiasm. And I actually love Kevin Kelly's quote that I just read about two months ago that I've just really stuck with me for various reasons.

11:43Enthusiasm is worth 25 IQ points. And if you think about that, you really realize that why would you not bring enthusiasm to what it is that you're doing? I mean, at the very least, even back when I had like very little to no skills interviewing people, I was at least able to make Fire Nation feel something, be emotionally connected to the words that I was using. And by the way, I was bringing my guests' enthusiasm up and their emotion up just by being enthusiastic and asking them questions in an emotional, enthusiastic way. So think about how you're conveying the words that you're using and the emotion that you are conveying through those words.

12:26And we're going to be getting into something I'm personally excited to talk about, which is the one thing that every entrepreneur should know about their voice when we get back from thanking our sponsors. Every entrepreneur knows that growing a business is hard, trying to figure out which software to use, when and for what purpose can be frustrating. You've got your email marketing system, your payment software, your CRM, your content tools, your email tools, your tools to retool your tools. It's chaos. Wouldn't it be nice if there was a single platform to handle all the tough work of growing a business?

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15:27Visit thought-leader.com slash fire. Join Taylor for this free training and get your message out of your head, out of your heart, and out into the world where it belongs. That's thought-leader.com. Roger, we're back. And as I teased before the break, what is one thing that every entrepreneur should know about their voice? First of all, let me say that you said something great. When you started your business, you brought enthusiasm to your broadcasts. But what people need to understand is you can't just bring the words of enthusiasm. You had to make the sounds of enthusiasm. So you, you speak high, you speak a little fast, you have lots of melody.

16:16And that, those are part of the sounds of enthusiastic. If you would have spoken softer and airier with no melody at all, you wouldn't have been able to use any words to create enthusiasm. So I try to make it concrete. What people need to understand is they are opening up their mouths and they are making sounds that are leading people to feel things they don't want to feel. Let me give you an example. We were trained to go down at commas and periods. So when you get to a comma, you go down, go down in volume and go down in melody to a lower note. And that's what we were taught. We were taught that the only time we could go up was if it was a question.

17:06I could get to a question and say, you really like chocolate? And I could go up, up in volume, up to a higher note if it was a question. But all the rest of the time, I could only go down. Here's what music teaches us. When you have a descending scale, going from higher notes to lower notes, you sound sad and you make the listener sad. It's my birthday. I didn't get any presents. My name is Roger Love. It's okay. My mom and dad gave me that name. Descending scales are boring. They make you sound sad as opposed to ascending scales. I really like chocolate. Now I'm going from low to high. My name is Roger Love.

17:56I like being here with you, John. Us sending scales make people happy. If any of your entrepreneurs recorded themselves for 30 seconds, I bet they find themselves using descending scales on every sentence. Wow. Every time. Before they get to a comma, they go down. Every time they get to a period and they go down. But just imagine how that would work in music. The hills are alive with the sound of music. Oh, I'm still talking to you and now I'm done. Oh, now I'm talking to you and I'm done again. So they need to realize that their voice is already making all kinds of emotional sounds, but they may not be creating the emotions that you want.

18:45Why wouldn't you want to make your listeners happy? Why would you want to make them sad? If you're just doing monotone, which is the same note over and over again, which most people do, about 85 % of the population thinks that they're a piano with one note. When they get really excited, maybe they'll go to this note. Oh, and then they'll go back to this one note. So that's called monotone. And what's the sound of monotone? How is it being perceived? You're boring. You're lifeless. You're unemotional. You're one note on a piano. Nobody buys a piano with one note. when you have monotone what people are thinking is they know what you're going to sound like next and when they think they know what you're going to sound like next they think they know what you're going to say next and then they don't listen to you because they figure they're already smarter than you are they already know more than you know and you've lost all anticipation so the sounds that your people are making they need to focus on them which ones do they really want to make to make people feel certain ways, which ones are they making that are betraying the outcome of the conversation they want.

19:50Fire Nation, ascending scales. OneNote is boring, and boring, as Billie Jean says, will literally put you out of business. So if you're gonna make sounds with the thing that is your mouth, why not make sounds that people are actually going to listen to instead of just tune you up because you are boring and nobody wants that. So let's talk, Roger Love, about sounding better today. How can Fire Nation listen to you and hear what you're saying and hear the ascending scales and hear the enthusiasm, the emotion that you're able to convey with your voice so spectacularly and actually start sounding better today themselves?

20:32Great. Here's some things that people could do. Great speaking happens when the right amount of air meets the right amount of vocal cords and then comes out of your mouth. Most people are holding their breaths when they speak, and that's why they sound like this. They don't have any resonance. They don't have any thickness. They don't have the right volumes. Here's me holding my breath when I'm speaking. Yeah, words are coming out, but they don't sound very nice. And here's me using air when I speak. So what you need to know first is you're supposed to breathe in through your nose because there are filters in the nose called turbinates.

21:11And every breath that you take into the nose moistens the air so it doesn't dry out your throat so you can talk more. You're supposed to breathe in through your nose, pretend you have a balloon in your tummy. The stomach comes forward. And then here's the secret. I'm only supposed to speak while my stomach is coming in. That's what people miss. They let their stomach just be stationary, thinking it's the beach and they're walking around in a bathing suit and they wanna show abs. But that's not the way to speak great. You have to learn to let your stomach come forward like a balloon inflating and then speak only while your stomach is coming in.

21:53That sends so much more air to the vocal cords and out of your mouth. That's one thing. Second thing is most people speak too softly. They're afraid of speaking louder because they think that if they spoke louder, they would sound angry. And nobody wants to sound angry unless you're in an argument. And they don't want to make the listeners feel like they're arguing. So people are afraid of volume. What they don't understand is volume has three main components. Three sounds. not just extra volume. Anger has three sounds. So to sound angry, you have to be louder. You have to stay on the same note because when you're angry, you don't have time for melody.

22:41You're just letting the words fly out and you have to speak faster. So you need three sounds to sound angry. You have to speak faster. You have to speak on the same note monotone and you have to be louder. Unless you have all three of those, you'll never sound angry. So if you were just louder, which would be better because your voice would actually vibrate the bodies of the people in the room. And if you added melody to that volume, you could never sound angry. If you were loud and you had melody and you didn't speak fast, you could never sound angry. So people need to realize that they're mostly speaking too softly.

23:26It's like they're using their inside voice. Please invest in my company. I know it sounds like I've swallowed my company, but eventually it'll come out if you just write me a big check. They're using their inside voice. They're not using volume, but speaking is a physical connection. Sound is supposed to come out of your mouth and it is actually supposed to vibrate the bodies of the people, but you can't do that. unless you create enough volume to send your voice about seven or eight feet in front of you. And most people are just trying to get their voice into the microphone, creating an inside voice with no volume, with no melody, and with bad breathing because they're holding their breaths.

24:09Fire Nation, this is not going to happen overnight. This is going to take practice. And lucky for you, Roger has a lot of opportunities for you to practice. And speaking of which, Roger, you actually have something for Fire Nation that's going to be pretty nice for people that are listening to this and are saying, I want more emotion in my voice. I want more excitement in my voice. I want more ascending notes in my voice. I want to start breathing correctly through my nose, inflate the belly, speak while I'm deflating. All of these things don't come overnight, Fire Nation, but they can come. So, Roger, what do you have today for Fire Nation?

24:46I have a great gift. And by the way, they don't come overnight, but they do come overnight as soon as you learn the right techniques. About 95 % of my students say that with one session, either online in one of my programs, back in the day when I used to see people, one session online or with me learning the right techniques, your voice changes every time you learn a new technique. It does change overnight. Most people don't even record themselves. They don't even know what they sound like. They buy a voice, they buy a new phone, and they record their voicemail message. Hi, this is Roger Love.

25:24I'm a nice guy. And they listen back, and it sounds like this. And then they spend about 20 minutes trying to record a voicemail message. And what happens in the end? They say, oh, heck with this. I can't do it. I'll have to settle. I'm an entrepreneur. I have to go out and do things. I can't just spend more than 20 minutes. they settle. And that voice that's on their voicemail, the voice that they don't like, that's the voice they're trying to run their business with. So I came today with something that would easily fix that problem. Basically, I'm here today to help people use their voices to unlock a new level of success in their life.

26:02So if they want to speak better or sing better, or somehow this interview has inspired you to do both, speak and sing better, here's what I brought. There's a$50 gift certificate waiting for you right now at rogerlove.com forward slash fire. F-I-R-E. You know how to spell fire. Now you need to know how to make your voice sound like fire, all lowercase. rogerlove.com slash fire. So you're going to go there and you're going to claim your$50 gift certificate and you can use it to get your hands on the training program that's perfect for you, what you want to achieve with your voice and your life.

26:46And by the way,$50 off of my programs is basically me almost giving you the whole program because they're so cost effective. So go to rogerlove.com forward slash fire and decide today that you've read enough books, that you've done enough certifications, that you've studied enough other things. And the one thing that you haven't thought about is the way that you sound. And science says that the way you sound is the way that you impact people, is the way that you move people emotionally, is the way that you control their perceptions of you. And it's the only way to control the outcome of your communications because you moved them toward that outcome.

27:2750 bucks, what do you have to lose except having a great voice that you will make a thousand times that with a little bit of technique. Sounds like a good investment to me, Fire Nation, because you're the average of the five people you spend the most time with. And you've been hanging out with Roger Love and JLD today. So hopefully your enthusiasm level's gone up at least a little bit and keep up that heat. Head over to eofire.com. If you type Roger in the search bar, His show notes page will pop up with everything we've talked about today. Best show notes in the biz. And of course, your direct call to action, rogerlove.com slash fire.

28:08Get that$50 gift certificate. Invest in yourself, Fire Nation. Invest in your voice. Invest in your future. Roger, thank you for sharing your truth, your knowledge, your value with Fire Nation today. For that, we salute you and we'll catch you on the flip side. Thank you so much, John.

28:55is the step-by-step guidance that you need to achieve the lifestyle of your dreams. Visit UncommonSuccessBook.com to learn more and order your copy today. And I'll catch you there, Fire Nation, or I'll catch you on the flippity flip side. Hustle and Flowcharts, hosted by Joe Feer, is brought to you by the HubSpot Podcast Network, the audio destination for business professionals. Join Joe as he discusses systems, mindset tweaks, reframes, and strategies to help you build a business that gives you freedom and fuel for your life. A recent episode on using AI for effortless content creation is a must listen.