863: How to Grow Your Brand and Boost Your Bank Account with Speaking

25:37And my signature talk, Market Like a Rockstar is what made the difference. Now, prior to doing that talk, so that first speaking engagement that I had was in February or February, late February, early March of 2011, I started doing the steps in my own marketing and I brought on my first five new clients since I came back into my business full time. So now I had the change, right? So I experienced the change and I had a process that I could utilize so that when I got up to do market like a rockstar, I had a four-step framework that I could teach them about how I brought on five clients in less than 30 days.

26:14Oh my gosh. I am obsessed. One thing that I noticed about you, and I think that people don't do this often enough, is you have to constantly be evaluating what is working, what is the story, like how does this all make sense? And I know when I actually wrote my book, it really had me sitting down and being like, what were the forks in the road? What were the decisions? I don't think people actually even sit still enough to contemplate these things that actually contain so much information that can change other people's lives, so much information that can change their own life if they were introspective enough.

26:58Have you always been this way or like, is this something you've had to teach clients to do? Because I just don't think in today's loud, noisy world, people even do this enough. Yeah, I definitely have had to bring it into the businesses of our clients, right? And And no, I didn't wake up like this, right? This is trial and error. This is lots of failure slash feedback, right? I believe success leaves clues, but guess what? So does failure. And failure isn't the end of the world. Failure is there's an opportunity for us to make some poignant, powerful shifts that could turn this into a bigger success, right?

27:32And so first, it's mindset work. It's reframing the way that you see things. It's recognizing that, you know, for me, failure is death. Like when I die, like I don't have an opportunity to try again anymore. Until then, anything that happens, it's not taking me out of here. So that means that I have an opportunity to improve upon it. And so for me, it's really about giving myself enough white space to be able to reflect. And so I created a journal, not a journal, a planner that we give our clients. So it started as something, a tool for my mastermind clients. It went over so well that now we sell it mainstream because it is such an amazing planning tool.

28:13In this planning tool, every single week, we have pages in the planner that really helps you to plan for your week and to plan to review your week so that you can identify the opportunities and those things that are going to move your business forward every single week. I'm always, Jenna, telling clients that business is boring. Business is only warm and fuzzy and exciting when you're trying to figure it out. Once you get that thing clear, it is the same thing over and over again. It is a life of perpetual rinsing and repeating. Like literally that's all we do is we do the same things over and over and over again.

28:49And we try to look cute every time we do it. But we're not reinventing the wheel. We're not starting from scratch. We're taking a look at the things that have worked really, really well. We're checking the data. We're evaluating the market to make sure that this is still something our idle client needs and once and then we're doing it again and again and one more time after that. You know, I only share stuff I'm genuinely obsessed with. And so when I kept seeing Bolin Brand sheets all over Instagram, I was like, okay, are these actually worth the hype? Drew and I have been using their sheets and duvets for over a year now.

29:23And honestly, our bedroom feels like a completely different space. The moment you touch these sheets, you'll get it they're incredibly soft to start but they literally get softer every time you wash them they're made from 100 organic cotton so they're super durable and they're breathable which is perfect for piling on cozy layers without turning into a furnace at 2 a.m this is hands down the best bedding i've slept on and i am so genuinely excited for you to try it start building your sanctuary of comfort this fall with bowl and branch for a limited time get 20 off your first set of sheets plus free shipping at bowlandbranch.com slash gold digger.

30:00That's bowlandbranch, B-O-L-L-A-N-D branch.com slash gold digger to save 20 % and unlock free shipping. Exclusions apply. Anyone who knows me knows that I'm all about creating spaces where people actually want to be. So when we started hosting on Airbnb, it honestly felt like the most natural thing in the world. and it's turned into one of the best decisions we've ever made. Over the years, we've hosted hundreds of couples in our little spaces. We've had so many repeat guests come back and we've created this incredible community, not just with our guests, but also with the people who help us care for our space.

30:37Whether you've bought properties as an investment or have unused rooms waiting to be shared, hosting on Airbnb is a practical and profitable choice. And just think about it. If you've put a ton of time, effort, and work into your home, someone out there probably would love to experience it while they're traveling. So next time you're planning a trip or want to make some extra income from your spaces, you should definitely host on Airbnb. Your home might be worth more than you think. Find out how much at airbnb.com slash host. I love that because I just feel like so many people are on the hamster wheel and it's like they never even slow down enough to ask like, what am I learning?

31:16Or what is working? Or what do I never want to do again? And I feel like even just the way that you teach, it's obvious that introspection is a requirement and it should just be a requirement regardless of if you want to speak or not in your life. It should be a practice in your life. One thing that you talked about and I want to go deeper on is monetizing speaking. I think that for somebody listening, the only obvious tie that they're connecting maybe to speaking is getting paid to speak. But that is only one way that you can actually monetize speaking. And I'd argue it's not even the best way to do it.

31:52It's not the best way. Yes. Let's talk about this. Okay. I am happy to keynote someone's conference. I'm happy. That's paid speaking, right? I love it. But what I'd much rather you do is fly me in, put me up in a great hotel and let me position myself to make hundreds of thousands of dollars and not the$10 ,000 that you're willing to pay me. I have gotten, I'm so masterful with the stage. I don't even have to be selling, Jenna. To sell. When I come down off the stage, there is a line of people. I call this my groupie line. They are waiting to take a picture with me to tell me how I just changed their life in 30 minutes and 40 minutes.

32:33And that is where the money lies. I'm just going to give you some quick numbers. Let's say you have a program that you sell for$10 ,000. and let's say you have an opportunity to go and speak and your idle client is going to be in the room sidebar I do not advocate for speaking for free if your idle client is not in the room so if they want you to speak to the Girl Scouts yeah and your idle client is not teenage girls then they need to pay you to come speak to the Girl Scouts right yes but if your idle client is in the room if they invested something to be in that room and you are able to freely now I'm not talking about a sales pitch.

33:11I'm talking about freely sharing your expertise and demonstrating whilst anyone would want to take you home after you come down off the stage, then you can make way more money. Let me tell you about the most I've ever made for my speaking engagement. I did a breakout session at an event on my signature talk at the time was Market Like a Rockstar. There were 250 people in my breakout room. When I came down off the stage, there were 68 people waiting to talk to me. And within 14 days, I closed$185 ,000. The conversion there, Danielle. Oh, snaps, baby. Listen, no one would have ever. I am amazing, but ain't nobody paying me$185 ,000 to keynote, nothing.

33:55Yes. So what I say, what I observe a lot around speaking, and I get wanting to get paid for speaking. It is a whole thing, but you're stepping over dollars to pick up pennies when you get paid to keynote. And there's a time and a place for it, but it's most often not the time that you think it is. And so if you learn how to speak, you've got to learn how to tell a powerful story. You've got to learn how to connect deeply with your audience. You've got to learn how to demonstrate your expertise. You've got to learn how to transition them from the problem into the possibility. And you've got to walk them over the bridge about how you are the only person in the world in this moment that can help them solve this problem because they've been trying to do it on their own.

34:38And if you can, when you do all of that together, you will make way more than that little keynote fee that they want to pay you. So, so powerful. And I love this because I honestly feel like we're debunking a lot of the mindset barriers that people have about speaking. And I also think it's so powerful in the sense of you are collecting actual feedback, energetic feedback that is not possible on your phone. Even if you're in the chamber of commerce and there are 20 people, you will get to pay attention to the questions they ask you afterwards. You get to pay attention to the parts where they're drifting off or checking their cell phone.

35:21There is so much feedback happening constantly. Like I don't you agree that like every single entrepreneur should be forced to be in a room at least a few times a year just to feel the energy and pay attention. Like that is a service that so many people are working from home at their kitchen table, which is my favorite thing to do, but not actually out in the world with their people. Yeah, absolutely. And there's so much power being in proximity of others, not even just for the monetization that can happen, just for the energetic exchange, just for the idea. If you hear one person say one thing and in hearing that you internalize it in a way that finally makes something you've been trying to resolve on your own click, it's worth the price of admission.

36:08It can literally be a game changer. And I believe that oftentimes in order to change your situation, you've got to change your environment. So you've got to get out. You've got to get around different people. You've got to get into community. You've got to go beyond being the smartest person. And if you're at home, at your kitchen table or in the office that you've designated, you're the smartest person in that office. Right. So you've got to go find some other smart people to be around so that someone else can add their smart to your smart. And then you become a genius in that thing that you do.

36:39Yes. Oh my gosh. One thing I adore about you is, I mean, you have built a multi-million dollar business, but you have this idea framework of speak and move millions. Talk to me about that. Walk us through it because your frameworks are so powerful. And I love this because anyone that's listening right now, you should be taking notes because this is literally a masterclass on this. So walk us through this one. Yeah. So again, speaking for me is everything. It is my lead generator. It is my sales tool. It is my gift back to the world. I have been given the gift of stringing words together that inspire, that incite action, and that take people to their next level.

37:22I'm a disruptor and a catalyst. And so using my voice is probably the most powerful gift I could ever give to the world. So in that, I also recognize that in order for me to grow my business, I had to find a way to leverage this skill that I have naturally with a strategic approach that would allow me to monetize it. Because there are a lot of people who are speaking for free and they are not getting paid. Now, I am of the belief that every speaking engagement you do is a paid speaking engagement. You're just determining who's paying you, right? Either the meeting host is paying you or the people in the audience are paying you, but you should be getting paid every single time.

37:59And so to that end, we've developed the Speak and Move Millions framework. And it's a double entendre, right? It's moving millions of people and it's moving millions of dollars when it is done really, really well. So the first part is really understanding your signature story. Like what are the stories? And it's not just your origin story. how do you parlay the content, the strategy, what it is that you've brought to the table for others in a way that becomes real and actionable for those that are listening. If you understand how to put words together to give people the visual imagery that they need in order to tap in and then lean in to what it is that you're sharing with them, it's a game changer.

38:40So the story is first. Then from the story, we want to identify the strategy. So how are we going to tell these stories so that we get people to rise up and say, oh, me, me, I need you. Would you help me, please? Right. This is the groupie line. These are the people who didn't get enough just hearing you as they sat in their seat. They need to reach out and touch you. They need to take a selfie with you. They need to figure out how they can get into a program, how they can get more of you in their life. So the strategy piece is how do we take the story that we're telling and parlay it into an opportunity to have a sales conversation about the possibility of solving a problem for that person.

39:17Then once we have the strategy, we need to erect some systems because we need to have an automated way in order to consistently get this happening. As an example, if I go somewhere and speak, I'm always going to offer the audience a lead magnet. Now, it is technically against the law for a meeting host to say, I'll give you a copy of the list of everyone who registered. That is spam. So you have got to do your own thing to get people to be willing to give you their contact information. Name, email, phone number, and social media handle is as good as gold. So you've got to create a way. So you want to create a lead magnet that will help you to get everyone's information.

39:59My favorite way to collect people's information is through the use of a text to number. I recommend that you get a full phone number, not the five digits, and you give them a keyword that you have them text. And let me tell you why. As soon as they text this keyword to that number, you have their phone number. That's the first piece of marketing data you need to be able to market to them forever. Then you want to set up a sequence of messages that will be texted to them to get the remaining information that you need. So the first prompt is going to ask them for their name. Now you have their name and their phone number.

40:32The second prompt is going to ask them for their email address. Now you have their name, their phone number, and their email address. And you have everything you need to market into them, into perpetuity. That's a system. Now behind that system, once you have their email, you want to have an automated nurture and convert sequence set up that has been customized to the speaking engagement you just came down off the stage of or that you're still on the stage of. People are always remarking because literally they opt into my free gift while I'm on stage and they get a phone call because my team makes a phone call to welcome them to our community while I'm still on stage.

41:13Everyone's phones start blowing up in the room. And sometimes we delay it. Like we're like, okay, Let's hold the call for 45 minutes, right? It's a 45-minute keynote. But literally, that is a set of systems that we utilize when speaking that helps us to take those leads, work those leads, and turn those leads into qualified leads and eventually into sales conversations that become paying clients in our programs. That's a system. So inside of the framework, you want to make sure that you understand the story, that you have a clear strategy. I forgot the sales. I forgot one S. You know what your sales infrastructure and mechanism is going to be.

41:53And then you have the system set up to be able to keep this process moving. In order to be able to eventually position your business for scale, which is what we do, we help entrepreneurs scale from mid six figures over to seven and eight figures. You're going to have to have the right systems because scaling is about multiplication, replication, and duplication. And being able to pull these things together so that they are working when you are not is the key to having enough leads to get enough sales to get your business to and beyond the seven figure mark. This is so good. And one thing that I think people don't realize the power of is like you have a captive audience.

42:33And I say that in a great way of like, they are there and you get their attention way longer than you could ever keep it online, on YouTube, on a pod, like anything. And so there's so much power for transformation there, like real transformation, right? Like not just listening and information, but transformation. And when it's done well, and it can be done incredibly well. Wow. What a tool. One of my friends, Sally Hogshead, she's a wonderful speaker. Yes. And she has a whole like intake process for whenever she does speaking so that she can tailor her talk to the audience. But it's also an incredible way to gain insights into what are they actually struggling with?

43:20What do they need the most help with? And so if a corporation hires her to speak, she's like, okay, X amount of people need to take this intake before I will come and speak. And not only does it help her deliver a better speech, but she's also collecting all of this insight data and information. I'm like, dang, Sally, you are so smart. It's beautiful. And so there are so many beautifully strategic ways that it also allows you to serve on a much deeper level, which I'm sure you see all the time. That's so cool. We do the same thing. We encourage our clients and our students. We have a whole course on speaking with millions, walking through the whole framework, every component of the power of speaking, as well as the business of speaking.

44:02And one of those elements is absolutely that pre-programmed questionnaire and making sure you learn enough data to be able to make sure that the stories that you tell will resonate with that audience. Because I promise you, you're not getting a groupie line if every story doesn't land. If they can't see themselves inside of the problem you say you solve, they're not going to be willing to stand in line and take a picture with you. It doesn't matter how cute you are. Yes. Oh my gosh. One thing I think about often, because I just always hear from entrepreneurs where they're like, I don't know what stories to tell.

44:33I don't know. And if we go out and we're with friends or something, and I find myself telling a story where I'm like, Oh, people are interested in this. I have a note in my iPhone of just good stories where I'm like, Oh, I'm like the one time my mom made us paint faces so that we could earn money to buy bikes. Like, Oh, and the people are like, wait, what? And so it's like, start creating a story log. And I think then it's like, you start to feel more confident of like, even if If everybody had three to five go-to stories for like your party stories, you'd probably feel more socially confident to be in settings and you might just shock yourself.

45:11Absolutely. We call it a story bank, but yep, absolutely. I have one in my phone and I'm always, when I taste something, I'm like, oh, I need to write that story down. That landed really, really well. I'm going to use that. Yeah. I love it so much. So what is your final piece of advice for somebody? now they're listening, they're hooked, they're obsessed with you. You're incredible. If they're like, okay, I want to add speaking to my business, or I want either high ticket speaking gigs or gigs that give me the opportunity to sell what I've created. What advice do you have if they don't know where to begin?

45:46Yeah. So first of all, congratulations. You just made an amazing decision and I'm so excited for you. Speaking is about to unlock a whole new world of opportunity for you to take the work that you do and to get it out into the world. It's about shaking the planet and making this planet better. And right now there are hundreds, thousands, hundreds of thousands of people who have the problem that you solve that need a solution and they need the solution from you. So I'm so excited that you've made this decision. Now, having said that, there are a few key things that you want to learn and understand.

46:20I do not recommend that you try to wing it and you try to do it on your own. I am of the belief that if you could do it by yourself, it would already be done. And you want to go and you want to learn it from someone who is willing to share everything that you need to know in order to be able to see how to unpack the results for yourself. Of course, I just happen to be one of those people. We have an amazing course called Speak and Move Millions that walks you through the power of speaking. And I'm going to teach you everything. I'm going to teach you how to tell a signature story. And I'm going to offer you a free gift in a moment.

46:54I'm going to teach you how to tell signature stories. I'm going to teach you how to use props and how to use your body and how to all the things you need to know to tell a mean story that is going to resonate based on the experiences that you have lived in your life. So you're halfway there because you've experienced them. Someone just needs to teach you how to pull on them so that you incite that 93 % emotion and that 7 % logic. That's the power of speaking. And then you need to understand the business of speaking, right? Okay. Now I'm getting booked to speak. Do I charge? When do I charge? How much should I charge?

47:27When do I not charge? How do I get to the point where I'm generating, you know, five figures, six figures a year from speaking? How do I use speaking to get people to enroll into my higher end programs? Like how do I create a continuum opportunities, whether I'm on a podcast, whether I'm on a virtual summit or whether I'm on a stage? How do I make sure when I just go live on social media, I'm able to turn that into a sales machine for our business? These are the types of things that we handle inside of the business of speaking all inside of this powerful course. And what I'd love to do is I'd love to start you off with a lead magnet that we created, and it's the key components of your signature talk.

48:07I'm going to break down each of the elements and how to actually be able to leverage them in a talk or a story that you have right now. And it's my gift for you just for being here and hanging out with Jenna and I, if you go to move to millions.com forward slash freebies, or just move to millions.com, and then there'll be a button for you to push for freebies. You'll be able to see that signature talk cheat sheet. Oh, I love this. And guys, if you're paying attention closely, Garnielle is doing what she's teaching and that is the sign of a good teacher. So get in. Like, I don't know, Danielle, I'm like the type of person where I'm like, I want to sign up for everything because I want to experience a funnel.

48:48I want to see what's working. Like I only take advice from people who are doing what they're telling other people to do. So amen to that. Where can everybody find you, connect with you, follow you, learn from you, give me all of the places to connect. Yeah. So I am Dr. Danielle Jervie Harmon everywhere on Facebook, Instagram, LinkedIn. I'm even on TikTok everywhere. That's where I am. And if you go to movetomillions.com, what I love about that site that we put together is that it's a digest site. So from there, you'll be able to learn about my planner or my book, Move to Millions, or my courses or my live events or any of the things that we're doing, all of the free gifts that were offered, they're right there in one centralized place.

49:28Add a URL that's very easy for you to remember because you might forget to put the Y in my name when you put me in Google and I might not show up, but everybody knows how to spell move to millions. So move to millions.com is the best place for you to go. And it'll link you to anywhere you'd want to be able to find me online. This was such a treat. I feel so energized and motivated. Like, thank you so much for coming on the podcast. This was amazing. Thank you so much for having me, Jenna. I agree. This was phenomenal. And I'm so excited for everyone that's going to get an opportunity to sit and listen to what it is that we shared here today.

50:05This was a true masterclass. What a beautiful and powerful episode. And Dr. Danielle is so dang inspiring. I don't know about you, but I'm like, let's get on some stages people. And I love how she breaks down every single framework. You can tell that she is captivating, but I also know she has the power to teach you how to have that same captivating energy and voice. Today, what I hope for you to do is to explore some of your own stories. Sit down with yourself and ask yourself, where were those moments that led you to where you are today, that helped you learn the lessons you've learned that could likely change someone else's life?

50:45Oftentimes, we're too close to our own genius to even see it as something that could change someone else's life. And I don't want you to live your life sitting on that information and keeping it to yourself. I want for you to share it, whether it's on stages or from the comfort of your own home. Although after today's conversation, I feel like you're going to want to step up on stages. Thank you so much for listening to this episode of the podcast. I hope you absolutely loved it. And of course, until next time, keep on digging your biggest goals. Thanks for pulling up a seat for another episode of the Gold Digger podcast.

51:18I hope today's episode filled you with inspiration, gave you information that you can turn into action and realigned you with your true north in life and business. If you've enjoyed today's episode, head on over to golddiggerpodcast.com for today's show notes, discount codes for our sponsors, freebies to fuel your results, and so much more. And if you haven't yet, make sure you're subscribed so that you never miss a future show. We'll see you next time, Gold Diggers.