How to Uncover and Tell Your Conversion Story with Colin Boyd

25:03No one knows that there's 20 or whatever, but you just automatically have authority. As soon as you step on a stage, whether it's virtual or live, you have authority. What most people think is they will look at market leaders. They'll look at you. They'll look at Amy. They'll look at me. They'll look at different people and go, oh, because they're a market leader, that's why they're running webinars or running promotions or speaking on stage. And it's like, no, no, it's the opposite. We decided to run our own webinars, run our own presentations, do our own events. That's why we became market leaders.

25:36Come on. And so people get the horse before the cart, right? Yes. And so make drawing a line in the sand and going, I'm just going to step out whether there's four people on this webinar. I don't care. I'm just going to start with that. My first webinars, I didn't even offer anything. I didn't sell anything. I just want to present something of value to my audience. And then I started to realize, oh my gosh, I can actually make money on this stuff. And then we started making offers on webinars. But that for me is the power of a stage. Is it it actually positions you as a market leader. So people are wishing and wanting, and it could be a launch, it could be a webinar, it could be a speaking on stage.

26:11They all position you in leadership in the market. Okay. I am stepping out to speak to be a market leader and not be a market leader to speak. I feel like people need to grab that because when you started teaching and when I started teaching online, so I joined James's mastermind in 2016. So maybe we had done two, maybe we did two years together. Anyway, I joined that with the idea that, well, James can do that. And Amy could do that because they are market leaders. And then I had to just simply tell myself, well, I'm going to speak until I am a market leader. And one thing that you said that I don't want to gloss over, as you said, when you host a masterclass or when you host, like, there's a good chance that three or four people will be there?

26:54And do we have the chutzpah and the humility or even like the pride? Like somebody is taking time out of their day to log in. And if that is three people, there are three people in the world who want to hear from you. Could we not celebrate that? So thank you for taking the time to focus on that. So if we use your example of your conversion story and the one that you chose for this audience is to simply point them to the overarching, what do you do? And what you do is you teach people high converting presentations. So we start with your origin story. Then we have the three components of what make a good story.

27:24And now we're moving upline into, well, how then do we sell? Like, do you have mechanisms, frameworks, like let's tap here. So for me, selling, it all starts with the core idea, which is the core premise. So the core premise is that it's the red ribbon. It's that one idea that you're going to shoot into the audience's minds and go, if you can believe this idea and you resonate with me and see that I actually know what I'm doing, then the next step will be to actually work with me. And so what most people don't do, they don't take the time to work out what is that one core idea. And so you articulated before whether you're going to use that or not, I don't know, but it's that whole idea of the online business versus having a truly online business, right?

28:04I've got a business online or an online business. For me, it's that you're one presentation away from the breakthrough you want in your business. That's my core premise. My whole multimillion dollar business is built off that one sentence. Look at Russell Brunson. He's one sentence is you are one funnel away. It's like, that's his one sentence. James Wedmore, he actually uses an identity as a core premise, which is become the digital CEO. That for him is his core. He uses an identity core premise. So there's actually a few types of core premises. This is really interesting. So there are what I call thing core premises, which is a thing is like, it's something you produce.

28:47It's like a result. So for me, I could say a presentation is a thing. That's part of my core premise. There's another type of core premise, which is an identity core premise, which is you just say a certain idea. Brandon Lucero, he does the new generational entrepreneur. James Wedmore does the digital CEO. They've got like the, that's their identity. There's another one, which is a skill core premise, which is the actual skill itself. So for me, it could be persuasive speaking, right? That's an actual skill. So you can actually use all these different flavors to create a core premise. There's not just one perfect core premise.

29:26They're all, they're described in all different flavors. Do you think that one is better than the other? I don't. I just think you need to test and see what resonates with the audience and what flows off your tongue. And I actually jump in between. I'll use a thing. I'll use an identity. I'll use a skill. And they just, they fluctuate throughout the conversation. Great. For the sake of the audience, can you show us how you just did that thing core premise, identity core premise, a skill core premise. So you had said the thing was for in your business. Is a presentation itself. Yeah. So a thing, an example of a thing could be, you know, like a presentation.

30:07It could be like a keto diet. Let's say you teach, you know, weight loss. A keto diet is the thing, right? And then the skill is understanding how to use macros. Okay. That's the skill. And then the identity is like a self-driven, you know, the self-driven performer. I'm just making this up. Yes, yes, yes, yes. Right. Okay. Now I'm going to go back for the thing core premise. It's a presentation that will change your life. Your skill core premise is persuasive presentations that sell. Yeah. It's persuasive speaking. It's the skill of speaking. Yeah. Okay. And then. Because it's a skill. Beautiful.

30:43And then the identity core premise for your customer. I don't use it as much, but for me, I call it the irresistible, irresistible entrepreneur. Because for me, the whole idea is that people would start asking for your offer before you make it. And so I want to speak in a way where people go, can I please work with you? I don't even know what you have to offer. I just want to work with you. From your lips to God's ears. That's what I want for this launch. I want people to be like, stop talking. Here's my credit card. I'm just going to hold that energy. There it is. They're typing. I don't even know what you're going to offer, but this is just amazing.

31:16Let me throw my money at you. Okay. Interesting. Okay. So we've broken down our core premises, which now will lead us more to the high converting presentations. Yeah. Cool. We can talk about it. So if I'm looking at you and I'm a blank slate, and here's one thing, Colin, I'll go back to using myself as an example. Masterclasses, webinars, presentations, they're not new to me, but I feel like I have wrestled, fought, scrapped my way to this point. And I'm proud of that. But I truly know that the person who's stopping me from reaching the next level is me. And this is me asking for help and being like, I'm a blank slate.

31:51If I went to you and I said, listen, I converted the same freaking percentage webinar over webinar before. I mean, it's been the freaking same, which is impressive and then deadly. How do I increase it by one or 2 %? And I'm a blank slate. I mean, there is a lot of levers in it, but I'll give you a simple framework that anyone can use in a presentation. Do you have a name for this framework? Well, it's our self from stage system. Yes. Okay. Right. This is what we teach in our core program. that in terms of the content itself, there are three things that your content needs to do. The first thing it needs to shift beliefs.

32:31So rather the mistake that most people do is they go into their course and they go, what's really cool in my course that I like that. If I teach on this presentation, the audience is going to go, this is really helpful. Like this is so amazing. imagine what I get when I pay, right? The audience doesn't do that. All they do is they usually go, they go, this is so amazing. And then they go, I'm going to do all those things that you told me to do, which is probably going to take me three to six months. And then I'll come back and I'll look at your course and then I'll think about paying for it. That's typically what happens.

33:03But the first piece of content needs to be shifting people's minds and their beliefs. And so in other words, the first chunk of content needs to be focused on what are the misbeliefs the wrong beliefs that people have about what I help people with that I need to shift. Like the handbrakes that they've got on that are stopping them from moving forward. I'll give you an example. So for me, I teach selling from stage. One of the misbeliefs is that selling has to be pushy and salesy and feel icky, right? But the truth is that selling is the doorway to take your service of your audience to the next level.

33:42In fact, you cannot, I believe, take their commitment to the next level, it's very difficult without them paying money. Because money is a currency, it's one of the cleanest currencies of commitment. And people kind of all think it's all mucky, but it's not. It's a clean currency of commitment. And so, when someone puts a currency in, they say, I'm committing to this vehicle that you have, which is the offer, that I'm committing to that on the next level. And so, they put that currency in and they go to the next level. Now, I'm getting into my content here, teaching that selling is actually serving.

34:18But that's one belief shift that for my audience, they need to make. Because if they want to learn to sell from stage, they have to feel good about selling. So if they feel like, oh, I don't even want to learn that, right? Then my offer is not going to be open for anyone. So good. Right? And so I have to shift that belief. So the question is for your audience is, what's wrong with your offer? That's the first question I ask in this piece of content. I say, what is wrong with what I do? Right? And that's what you need to address first. Because if you don't, they're driving with a handbrake on. The second piece of content is desire-based content.

34:55Desire-based content is where you actually teach something a little bit more practical. And so this is like equipping the hands. This is you teach practical, but you stay out of process. process. So the mistake that people make is they get into process too quickly and they overwhelm their audience. I made this mistake for years. Right. For years. Give me an example. So an example is, let's say you're teaching Instagram, um, actually going in and showing them how to do everything. Like, like on the webinar, I'm like, here's my phone. I scroll up here. I go. Yes. Now you might do that once, but that would be it.

35:32Okay. Because the problem is, is that without their commitment level at a high level, they're going to get overwhelmed very quickly because their commitment isn't there. They think their commitment's there, but it's not. Your audience's commitment isn't at the level that it needs to be to see a transformation yet. And so the second piece is teaching content where the audience goes, wow, that's really helpful. That's really useful. But I still don't know exactly how to do it. It's creating a desire in them to want to learn it. it's still helpful. Like it's not just like, you know, pushy salesy content.

36:06It's actually helpful content, but it doesn't go too deep into the steps because you could just kind of overwhelm the audience. Correct. And the final piece is revealing the vehicle and the vehicle is your own unique signature process of achieving the result. And so for me, I actually have like a five-step process that people move through for someone else. It could be a three-step or a four-step process. So at a high level, you actually take them through the offer. So in the presentation itself, you actually show them the offer without showing them the offer. Give me an example. So an example.

36:40So for example, for me, I would say, you know, there's, there's five steps. The first step is making the decision to want to speak on stage. It's like, I'm going to declare myself as a speaker. I'm going to make this decision. You got to transform your mindset. The second step is you have to understand how your audience and your offer connect. It starts with your offer, with your audience. So audience and offer connection. The third step is you actually build your signature talk. The fourth step is you just practice it, right? And then the fifth step is you actually deliver it and then you can scale it and you start running ads to it, do all the little things.

37:14And you're teaching this in your masterclass, your webinar? Yeah, that's a piece of teaching in the masterclass, but it's actually the offer for one of our core products. And so that's coming back to your audience again. Think about what is your offer? And it shouldn't be any more than five steps, by the way. Five steps is max, I would say. You want to distill it down shorter. So you're actually teaching your offer in the presentation, but it's still valuable because it's giving your audience clarity on the path. Got it. And then they're like, okay, I can see how that can work now. And then when you reveal your offer, they're going to go, that's actually really similar to what you just taught them.

37:49In fact, it's pretty much the same thing. but it's also, it just, it has a resonance. It makes sense. And then people go, this makes sense. Now I'd love to walk through this. They, they, they have a sense of clarity about it. Okay, cool. So I'm going to go back. The sell from stage system is that there's three parts of content. Number one is shift the beliefs and the mindset. And then you want to ask yourself, okay, what's wrong with that offer? What's wrong with my offer? And then you refute that as part of the content. Number two, desire-based content. So you're going to teach practical elements, but you're going to stay out of the process itself.

38:22And then the third is revealing the vehicle. So this is your signature process of achieving their desired results. Correct. So you're revealing the vehicle, which incites desire, and then you reveal the offer. Yeah. Then you reveal the offer. And then you don't have to spend much time on the offer because you've already gone through it. Right. But it's actually been taught as opposed to sold. Okay. And so because it's part of the teaching, people are a lot more open to it as opposed to going through in the selling, you know, the so-called selling bit. But for me, the whole presentation is selling and teaching at the same time.

38:55And so what most people do is they teach and then they sell. I made that mistake for years. I could still, not anymore. And so what I just shared then, I know it's like three phases of content, but at a top level, the philosophy is what I call infusion selling. So infusion selling is teaching and selling at the same time and it infuses together. And so what happens is people go, wow, this is really valuable. This is useful content. And I'm feeling this huge desire to want to work with this person. So it sells, it creates a desire, that irresistibility thing, but it also comes to the audience as being also helpful and useful.

39:41So everyone's going to walk away and say, that was a great presentation. But for the right person, they're going to go, I want to work with them. Okay. So I freaking love where we are in this conversation because we went through the infusion selling at the highest point, which is content and teaching insights desire. And then we went through the three parts of the content. Three chunks of content. Now, when we get to the actual selling, because we ended it by revealing the vehicle and then we reveal the offer. From your experience, when you work with different entrepreneurs, what is the best way to not reveal the vehicle, but reveal the offer?

40:14Like, is there a mechanism that you're like, this is how we move from revealing the vehicle to revealing the offer? Do you mean the transition? Yeah. Yeah. Yeah. Yeah. Yeah. Yeah. So I always feel like mine's are hard. So I kind of get through, I usually do three steps to this or four steps that it's, it's kind of been like my cadence. And then I'm like, and now, where are we? Let's go. Maybe not as awkward, but it feels that jarring. It feels awkward. So first of all, I think how you feel is important because, and one of the, one of the little tricks that I do is I think about who I'm serving.

40:51I literally, when I'm looking down the camera, I picture my client. And typically a lot of time, my client, it's a female actually. And they're usually between 30 to 55. They're a course creator, but I think about them and I'm like, where are they at in their life? What are they struggling with? Maybe they've got kids at home. They've got, they're trying to get their business up and running. Like, what are they going through? And I really think about from an empathy perspective of if they're the right person, this offer could freaking change their life, like change their life. And so when I come into the offer piece itself, I'm genuinely looking down the eye of the camera going, if this is for you and you're ready to step up in this area, I want to genuinely change your life.

41:40I've come here to inspire you, but more than that, I've come here to change your life. And if you're not right for this, then this is not the next step. But if it is, then I would love to show you how this could look for you. And then you can literally just move into the offer or something like that. I love the word resonate. So I use that a lot when I'm teaching or transitioning. So I'll say the word, for those of you who really resonated with my content and with me, I'd love to share with you what it looks like to take the next steps and commit on the next level to yourself through this process.

42:13So something like that. There are various ways you can language that transition, but the feeling is really important because what happens is a lot of the time in teaching mode, you are focused on the student. You're like, oh, I'm trying to help. I'm trying to serve. And then you go into the selling at the end and you're like, Oh, now it's about me. I'm trying to take money off them or whatever. But you have to consciously put that, that person in front of you and go, no, this is the next level of serving for the right person. It's, I'm not trying to convert everyone. It's for the right person.

42:48When the right person joins, like I, I changed, I literally got a text from someone this morning on Instagram. She texted me. She was like, Colin, can I just say that? She goes, I, she was like, I'm so reluctant. I was so reluctant to join your program because I wasn't sure if I wanted to do live speaking, but I just wanted to do webinar stuff because I have an autistic child at home and I can't travel. And she's like, Colin, I literally just went through your system and used it. I got a 20 % conversion rate. And she's like, it has changed my life. Like, she's like, I can now actually work from home, look after my special needs kid and build the life that I want.

43:22She was like, thank you for creating this program. And I'm like, that is who it's for. Her name's Lindsay. Hey, shout out, Linda. Like that is who it's for, you know? And everyone's had or got that experience. And if you haven't, do the work to get those experiences for your clients. And then your whole life will change when you start selling it. Ah, that's so good. I think that what I'm going to do is when I'm in the webinar, I'm just going to take that audio recording and be like, for those of you who's resonated, and then you could just take it over and say, Colin's going to handle the rest.

43:57i'm just kidding i'm just kidding i'm just kidding okay so that felt like the most tan i felt like an energetic shift in me and i know that feels like i feel like it feels it sounds like it's bigger than it is and i'm telling you it feels bigger than what the words say and i a hundred percent as i was teaching had all this energy because i love you i don't care for you like let's go and then i'm like what now it's about me and i'm like wait wait no the offer is never about me. I have already figured it out. The offer is for them. And if I could just picture our dream customer, her name is Angie.

44:33If I could picture Angie, this course creator who creates resources, PDFs, and I look at her and I'm like, I'm tired of you hitting the same number. I'm tired of you setting these goals and doing everything you think. And then you hit the same dang number. If I thought about her, everything would change about what that is. So I want to go back and I want to bring us because I feel like we've covered a lot. Conversion story. I've covered a lot. Two, three elements of a good story. Then we went through to talk about high converting presentations. But first we focused on the core premise because we need to really like say that as the red ribbon.

45:11Again, your use of language is just next level. It makes me jealous. I was like, I want to say red ribbon. And then we went through this healthy stage system where we have three pieces of content, but at the top of that is this infusion selling. I'm teaching and I'm selling. And you don't actually notice the energetic shift because the energy stays the same because I care and I make an offer that's going to change their life. Can we get into practicing? So what is a practical way for somebody to practice? And then how do we even know, like, is it good? Oh, we hit it. Like there's nobody here. Like what do we do?

45:41Well, I'm a big fan of genuinely practicing in front of the mirror and in front of a camera. and to feel really awkward the first time. Like to allow yourself, even I, when I do it, I feel awkward when I'm practicing at the start. And what happens is, because you have to connect your brain to your mouth. It's like connecting the socket in the wall. What most people do is they have it in their mind and when they go to say it out loud, it doesn't come out the way that they wanted it to. And if you ever see a great communicator, They're not a great communicator just because. It's because they've languaged something so many times that it unconsciously just connects.

46:24They've plugged the socket in the wall. And so for me, that metaphor just represents literally practicing over and over again. If I'm doing a keynote or a webinar, I will go over it and practice it out loud 30 times before I actually do the presentation. I had a client just recently and the biggest webinar he'd run was$3 ,000. He's a dentist. And he was like doing okay. And he followed that process that we went through, built his webinar, practiced it like a hundred times. He's like, Colin, you wouldn't believe how many times I've practiced this thing. And his first one using that process, he did$111 ,000.

47:06He literally went from 3 ,000 to 111 ,000, like no word of a lie. And, but the process was that, uh, he, first of all, he did that shift of like going, I'm, I'm here to truly change people. He helps people with mental health in dentistry, right? He's got a, he's got a true heart to see people change. And yes, that is a heart driven thing, but even if you help people make money, money changes people's lives. Absolutely. Right. Absolutely. Come on. And so, so just having that heart, but then, but then really just dialing that process in and practicing it over and over again. And when he came to present, it just, it just came out of his body.

47:46I had another client recently who just spoke before Anthony Robbins. It was his first major speaking event. And he said he practiced like a hundred times. He got off the stage, Anthony Robbins grabbed him on the shoulder and said, dude you are a speaker can you come and speak with me on my tour right it's insane but it was the level of intensity of practice that wow so that it was completely unconscious and so that's what I'd recommend for everyone you know it's not going to feel comfortable right away practice it go through the slides like practice with the slides over and over again even if you're doing a live presentation there's something about getting the words out of your mouth physically that makes a big difference.

48:26Even coming into here, I was parked out the front of your house and I'm, I'm physically saying out loud some of the things that I'm going to talk about on the podcast because I want to plug the socket in. I want to get the wheels moving through. So yeah, that's what I'd recommend. One thing that I actually want to say that probably is not related to this, but it taught me a lesson is we sat down and we were talking about the framework for the podcast. And then you had said, so talk to me, where's our entry point? What's going to be the most value and service. We talked about it and you're like, Oh, if you'll excuse me, you got up, you went over to your notebook and you got your pen and you just wrote down a couple words.

48:59And I thought to myself, that is such a confident act that I would look as a courageous act. Because if I was seated at a podcast, I would be like, you better remember it. And I'm like, wait, Colin just showed me how powerful it was to have a little note in front of them. And I'm like, wow. So that to me is practice in a different form. And one of the things I'm wondering if you might be able to speak into this and help me make it better. So for years, I gave my webinars, my practice sessions on my own to the mirror and out loud. And then over the years, when JD transitioned more into the business, I was giving the presentations to him, especially in the beginning.

49:36Cause he would say that sounds funny. We could rework that. And now on the back of building out social curator, there is this freaking incredible community of people who are always wanting to help each other. And so I thought to myself, why don't I just practice the webinar and it'll be optional. We'll just put it in the community. I don't have to put it out publicly. Like if you want to see me come practice a new webinar and then give me feedback. Like if you had that opportunity, how do I ask for the best type of feedback? Because feedback is like that sucked or that was great. It leads me nowhere.

50:05How do I ask the right type of questions for feedback if given this opportunity? So for me, feedback's an interesting thing because the greatest feedback is, is someone buying. I don't know. I mean, yeah. Right. Yeah. That's the ultimate feedback because I have surveyed my audience so many times before I'm sure you have as well where you've gone I'm thinking about doing this offer would you do this and they're like yes yes we would love it and then you launch it and crickets or not many people bought all the all the people that said they would buy it didn't buy it and a whole bunch of other people that didn't know anything about it bought it and so I'm very cautious of feedback from just the general audience, I genuinely show it to someone who knows what they're doing.

50:49So I would go to someone who I trust in the space and get feedback, or I would, I would go to someone, maybe, you know, like we run a program and we follow a system. So we'd like get feedback from people who know a system. Oh, got it. Got it. I would say so either someone who knows a system or someone who can actually give you qualified feedback. Now, is that to say that it's worthwhile doing it to your audience and testing it? 100 % it is because it's the journey of the refinement. The revenue is in that repetition. The revenue is in the doing it over and over again. And what's fascinating is what I find with my students, with myself is you get one dialed in presentation.

51:29You can do that same presentation over and over and over again. I just chatted with a mutual friend of ours and she runs a weekly webinar, the same webinar over and over and over and over again. She's against her. And it's like same webinar over and over again, does millions of dollars. And some people say, oh, so I have to create a new webinar every week. No, no. Same webinar over and over again. You just refine it, tweak it, and it changes your life. So that's been for me. Like if you, I remember when James said to me when we were in a mastermind together, he said, he was like, dude, all you need is one high converting webinar, launch, presentation, whatever it is.

52:06You need one mechanism that you can lean on and that becomes the bridge to your dreams. and once you build that thing you can drive a freaking semi-trailer over that thing you can load that thing up and drive over it i mean we start off with half clients and three table desks and country singers not.com.co uh we talk about the conversion story and then we talk about the one offer that is so good a then my truck can run it over. Dang, that's so good. Load that puppy up. Load that puppy up. So Colin, for people who want to go deeper with you, talk to me about the person who's kind of like, I want to learn more.

52:49I want to see Colin give a webinar. Like where do they go? Yeah. How do we get started? So I think one of the best place that most people start with is conversion story formula. So we've gone through some of the structure of it. There is a step-by-step process with that. But conversion story formula is like probably the easiest place for people to start with. I know that you've got a link that you'll share. It's jasminestar.com forward slash Colin. C-O-L-I-N. One L. Yeah. One L. I did. Did I speak America? No. No. Most Americans do 2L. I just wanted to say it for the listeners. Because most Americans, Colin is spelt 2L.

53:27What American do you know is named Colin? It's like Australians and Brits. That's it. I cannot, I can't say my name by the way. Well, listen, if I said Colin, Americans is like one L you say Colin. It's like, is it Colin? Stacey Tushel is just Catlin. I'm like, how do I say my name? I don't know how to say it. Every state says it differently. That's true. That's true. That's true. Colin with one L C O L I N. Yes. And, um, so conversion story formula, it's what's cool is, is that within, within 48 hours, you'll have your conversion story. That's the goal. 48 hours, you're going to have your conversion story.

54:06You're going to share it on social media. You're going to share it on, if you run a webinar, you can share it on a Facebook live. My goal is to get you to share it within 48 hours. That's the outcome for it. And it's cool. It's the price of a few tacos. I mean, California tacos. California tacos. But it's the price of a few tacos. So that'll get you started. And I think that's the best place to start. So jasminestar.com forward slash Carlin. I think that's a good place to start. And I've got a podcast myself. Yes, you do. Let's talk about that. Expert Edge podcast. And yeah, that's my podcast.

54:42If people like podcasts listening, that's my podcast. And if people like Instagram? Ah, yes. I'm very active on Instagram. You are. So at Colin Boyd, C-O-L-I-N-B-O-Y-D. Colin Boyd. Thank you. This has been a long time coming. I feel honored. And I used to say that I I feel selfish and I'm like, no, I'm just using my story and hopefully it infuses others. This couldn't come at better timing. You have always been an incredible friend to myself and JD. Sarah is the better half of the relationship. We just love her. Thank you for taking time away from her and the kids to be here. And when you said that the best feedback comes from a buyer, so the feedback that I really want is from somebody in the space or somebody who gives qualified feedback, What I heard was, you're going to take a look at my webinar?

55:29Let's do it. Let's do it, Jasmine. I'm shooting my shot. Let's do it. Come on. If you ask, you receive. I know. That's right. That's biblical. Let's close. Let's close with a God word. I'd love to. Y 'all, that is the Jasmine Star Show. Many thanks. Be sure to tag at Colin Boyd at Jasmine Star if this had an impact with you. And remember, jasmystar.com forward slash Colin if you would like to go deeper with what he's doing. And when you see me teach my live class. I'm excited. I mean, you can register for the live class right now. JasmineStar.com forward slash launch. You will see the webinar that has been approved by the Australian mate, Colin Boyd.

56:08Let's go. Thank you for watching and listening to The Jasmine Star Show.

56:23Oh, Oh, Oh, Oh.