Free Exclusive Video Interview - Meet The $360-Million Dollar Man
Dustin Matthews

Transcript of Interview with Dustin Matthews:

Dan: Welcome to another episode of Shoulders of Titans, this is Dan Lok.  I am so excited today. Today, I have the privilege of introducing to you another entrepreneur, a professional speaker, a best-selling author. We are going to talk about speaking.  Speaking is something that has affected my life deeply as a professional speaker so, I think we are going to have a lot of fun. Dustin, Welcome to the Show!

Dustin: I am super excited to be here, thanks for having me on.

Dan: Dustin, maybe tell us a little bit about your background, and how you got into the whole speaking business and what you do today.

Dustin: Well Dan, I read a book called Rich Dad Poor Dad. Have you ever read that one?

Dan: Oh yeah. Absolutely.

Dustin: Yeah it got me excited, and amped up really and I thought I was going to be the next Real Estate millionaire. That wasn’t really in the cards for me but what I did to is I listened and I took action on what was in the book and I went down to an investor club where people were hanging out, and they were trading deals. You know Dan, they were telling me all sorts of weird names and the languaging of houses and all that stuff. It was like they were speaking their own language down there, and so I was kind of intimidated down there quite frankly at the time. No one really wanted to speak to the new guy, so I retreated out to where the vendor areas were because they were all looking for somebody to talk to. There I found my partner now Dave Vanhoose, but he was the guy I would work for. I told him “Hey listen, if you teach me how to buy a house ill come work for free”, and so he liked that offer. He was just starting a company called Foreclosures Daily. So, I started helping him out and started tagging along, and it was a startup company. So, we sort of figured out this whole seminar, speaking thing while we were there and so much so that it led us to the Inc. 500. We did 14 million dollars in a single year all around this idea of having a powerful presentation and just finding and audience for it. So, you can really build and scale a company quickly if you’ve got your message dialed in.

Dan: Yeah that’s very powerful, and at the time you guys basically grew the company through speaking and you were speaking on different stages and doing seminars, and just growing through that; and I mean in a very short period of time, isn’t it?

Dustin: That’s right, I mean we spoke on other people’s stages but initially when we first got started they wouldn’t really give us the time of day because we were new and unproven. So, we started off figuring out how do we get people to Denny’s? How do we get people to this realtor office that could hold maybe 17 people? So, we actually had to do our own stages and put together our own little lunch and learns and preview seminars, and then we started getting invitations. But yeah, it was in about three years’ time frame that we really took off and sky-rocketed there.

Dan: That’s interesting. So, maybe just for our listeners who don’t understand, talk to us about like, there are two types of speakers? There are keynote speakers that get paid to speak and there are what are called platform sales speakers, right? That they speak for nothing, but then they might offer their products and services.

Dustin: You know Dan, one of my favorite terms; I am like a big student of this industry, I mean this goes back for quite some time speaking in seminars and that sort of thing and all sorts of niches, not just information but all sorts of stuff. But there is a term that I like to use that’s “sing for supper”, and I’m one of those guys. What that term means is you would speak for free and you would basically have to sing, and if you didn’t sing well; which means if you didn’t persuade and motivate and get people to buy your thing you aren’t eating very well that night. And so, the two types of speaking out there is really the “motivational guy” out there who gets paid to show up before having to do anything, which is a great world. I just never came from that, and so I always said “hey listen, if it’s the right audience will come speak for free. Ill waive my fee and I just need to be able to offer my program at the very end of it. And so, I came from that world, kind of a world of selling, selling myself, and selling products and services. So that’s really where I cut my teeth and got started, and I think it’s an easier way for a lot of people because there are a lot of people looking for speakers and people to present to their groups and they don’t have big budgets to pay you to do it.

Dan: Correct, and I’ll just share a quick personal story of mine. That’s how I got into the speaking world, at first, I thought maybe someone would pay me but I couldn’t find someone that would do that so I created my own little package and I was selling it for, I think in the beginning about 1000 dollars a package or something like that. At first, the first couple gigs I sold nothing, zero, I goose egged. Until I kind of learned the craft, and how it works, and I was quote on quote closing 5% of the room, and then eventually 10% of the room, and then I got good, 25% of the room, I have done as much as 35% of the room. When I could do that, you speak to an audience of a couple hundred people, and yet you walk away with 220, 230, 240 thousand dollars. That’s more than what most people’s key note fee is, and that’s what we are talking about. Now we are not talking about selling a product or service, what we are talking about is using speaking to grow your business right?

Dustin: Yeah that’s right, I mean a lot of people have been to a seminar. If you’ve been to a seminar you know that that goes on. People sell information, but there are so many other things you can do, I mean some of us go out and we speak to the right audience, maybe we go to high level net worth individuals and kind of making people run to the back and buy a service or product in that environment might not be the right play. So, you should be regenerating, you should be building your brand, you should be setting appointments with people. So, you don’t just have to speak to sell, you can speak to grow your business but you want to do it strategically and not just get up there and speak for an hour with no end in mind. You want to be thinking about “what do I look to get out of this” and speaking really has been the way for me to amplify my message and explode my business. The beautiful thing Dan, as you know, you can do it in so many places now. Meaning that you don’t have to do it in front of a room, if you want to stay at home great! Do webinars, do Facebook live, do snapchat, but you still have to understand how to motivate people to take those actions.

Dan: Yes, and we are not saying you have to be “so charismatic” or “have that stage presence”. All of that is nice, but there is a formula to this, at least that is what I’ve learned. We don’t go on stage and most people think we just kind of wing it or whatever we want. No, No, No, everything is scripted very carefully, we craft our presentation. When I was selling on a platform, my presentation was exactly word for word. Every joke, every pause, was scripted and that’s how you get those consistent results. Maybe walk us through why having that presentation so important?

Dustin: Well, you just said it Dan which was very powerful. I think some people listening in may say “well Dan, gosh you script it word for word then you’re like an actor in a way, I like to just go up there and be myself”. Some people feel like they lose that, and what is unique about what you just said is that if you want consistent results. So, by all means get up there and wing it but at the end of the day if you have zero sales, or you don’t have the thing or impression that you were looking to make, along with the leads and the appointments, whatever the end game you have in mind is. Then you want to start scripting it out, and you can put your own material into the script, it’s just a lot of people really do have a big hang up about that. I always say, “listen go do it, but if you’re not happy and thrilled with the results then you may want to consider doing what you just described scripting it out, and thinking about the end”.

Dan: With what we do, if you think about any performance; like a concert, a singer, or a Broadway show, they don’t wing it. Believe me, everything is crafted and they do the same thing again and again. What happens, at least what I have learned. Let’s say that I have a presentation that is closing 10%, if it is not scripted I wouldn’t know what elements are working and which are not working. Let’s say if I improve the guarantee, or I improve the offer and suddenly its converting at 12% or 13% then I know now it’s working better, but if you don’t have a script then sometimes you do well, other times you don’t do well you don’t know what’s going on. Right?

Dustin: That’s exactly right. Really, we are speaking about marketing which is also my passion. So, when we look at a webpage, or a Facebook ad, or a direct mail piece, or whatever you are using, you want to test things because you always want to be beating it. You want to be getting better and try to figure out what’s going to get a person to raise their hand or take the action. So, in a talk it’s the same exact thing. If you’re speaking a lot, 50 times a year is a good, healthy number, and if you have to travel there and travel back that could equate to 50 days of your life a year. If you think about it, it truly is a finite number and if you’re going get out of bed, leave your family, leave your home, leave your office, you really should choreograph. That I word I love to use; if you go to a concert, a play, these folks choreograph, they think about it because they want to maximize the experience for us and the audience. So as a speaker, salesperson, marketer, or business owner, whatever you call yourself you want to be leveraging that too.

Dan: If you think about it, anyone let’s say in the “thought leader space”, anyone that’s selling information, or even in network marketing, whoever is in front of the room, those are the people who earn the most amount of money. I challenge anyone who is in the top of our industry who is not a speaker, it’s like a politician that is not a speaker, can you imagine?

Dustin: I never thought about it that way but yeah, you’re absolutely right.

Dan: Yes, so it would be very hard to find. When I saw that at a young age I was like “okay, typically I am not very comfortable onstage, but I see that as a skill I must master if I want to go to the next level”. Talk just a little bit about what are the great elements that make a great presentation?

Dustin: Absolutely. Really there are five elements that I’ve identified in putting together a persuasive presentation and all of us do them, we just may not know it. So, there’s power in knowing, so that you can expand. There are five and the first one is “Intro”. So, what do you do right away when you first walk on stage, or come on to a video, or podcast. Then there is your “story”, and this is done throughout but the story is a very powerful component of your presentation. Next there is your “offer”, now I should be real clear here Dan. “Offer” isn’t “Hey I’ve got a product to sell you”, “offer” is “hey listen, there is a pain that exist in the marketplace, or you may be experiencing this; and I have a process, I’ve found a discovery or I’ve invented something that will solve that release”.

So, you should show up and remind them of that pain and provide a solution. Then number 4 is your “body”, and that’s where a lot of people will teach, or deliver the goods in there. So, they will give the audience a big part of their content in that section. Finally, number five is “the close”, and “the close” is the most important part; and I know Dan that you have experienced this, you can walk into a great room where people maybe spent thousands of dollars to be there, or it’s a very high-level networking environment. So, I’m sure you have seen it, and I’m sure a lot of people listening in have seen it. You don’t have to be a great speaker, you can trip over words, you can be really bad, but if you put the right offer in front of them, and they are the right people then that’s all it takes. Now I’m not advocating being sloppy, or lazy, or bad, but I’m just saying that’s all that it takes. We focus on creating presentations backwards, with the close in mind first.

Dan: I love that, I love that. I see sometimes that a lot of speakers, and I’ve made this mistake too, but they try to teach too much, they try to educate too much. They say, “Let me give you the 27 steps in a forty-five-minute presentation”, you’ve seen that before?

Dustin: Yes, I have.

Dan: Versus what we are talking about is that you have a strategic outcome that you want, maybe to get people in touch with you, maybe to make an appointment with you, maybe go to the back and invest in your product and service. We take that and create content based on that, we don’t just teach whatever we want to teach, right?

Dustin: That’s right, we want to teach stuff that furthers the sale. So, the real big take away is if you have a sale, even if you’re one on one, if you have a sales presentation, you should ask yourself “does this further the sale? Or not further the sale? Does it hinder the sale?”. If you think it hinders the story that you’re telling, the testimonial, the case study, then you remove it. However, if it furthers the sales then you keep it in. So, when you look at that lens, then you start to say “okay, this is really going to lead and be all in alignment with the common goal, which is to get them to act”.

Dan: Also, I see, the speaker sometimes has problems and challenges transitioning. Meaning, that they are doing their thing, they are doing the content and its good but when it comes to transitioning to the close, suddenly it’s a different person, a different person shows up. They get uncomfortable, and they go through the slides faster. What’s been your experience?

Dustin: I used to be that guy Dan. I was a happy go lucky guy and then I was like “ugh I have to do this close, and what if they say no? I’m going to get rejected 250 times because there’s that many people in the room”. So, yeah, I was that guy and here’s what I found. There are a couple tricks that people will benefit from big time about this. Number one is, this whole idea that “I’m going to close at the very end” is not the best idea. Even though that’s where it happens, you should be closing, and for some people that’s such a strong word Dan, so if you call it closing or whatever you call it, you should be getting people to mentally say “yes” throughout. So, if you think that you’re going to get a big “yes” at the end without asking for smaller “yeses” you’re in for big trouble. I think that there is even a stat out there that says you need 6 or 7 yeses to get a sale.

So, as a speaker don’t wait until the end where there is all this pressure is building, you kind of let this pressure out by getting yeses throughout. So, you do these things called trial closes where you ask, “how many of you like what I’m sharing here”? “how many of you would like to travel the world”? The other thing too, this whole idea of waiting until the end. I let people know right out of the gate that “I’m going to deliver some value to you in the next 60 minutes or so, and I’ve got something to share with you, I’ve got something to make your life better”. Or I might say “how many of you think I’m here to sell you something”? Naturally people raise their hands, some people might laugh and say “yeah!” These people are not stupid and some people think “maybe if we don’t talk about it we can sweep it under the rug”. No, they know, you know when you walked into a free lunch and learn or a financial planner gives you a dinner, you know. So, you just get it out of the way early and it just relieves that pressure and then you have an opportunity to really build value and make the sale.

Dan: One thing that I have learned, maybe it’s a mental trick or belief that I have. At first, I thought that “yeah, I just want to teach them, and I speak, and I share my information and if they are interested then maybe they will get in touch with me”. I think now that actually I believe as a speaker, or as a teacher, or as a service provider its very egotistical to think you can transform someone’s life in 60 minutes, or 90 minutes. That knowing if they go through your presentation, and if they don’t act, they don’t make commitment on investment, chances are they will just leave the room and go back to the same old, same old because we are creatures of habit. Versus if you have the conviction and say “hey, you know what? I’m going to make this happen, I’m going to make this sale, and you need to invest”. I think that conviction is extremely critical, so we must believe in what we sell.

Dustin: Yeah, absolutely. Sometimes I glaze over that because I obviously believe in my products and services but Dan is spot on, that’s a great reminder. You’ve got to believe in what you’re selling, you’ve got to believe in the process you will take people through. Yeah, I know that people do have that hang up of “well what if they reject me” or “I’m going to be the cool guy by giving them something different”. All I say is go try it and come back to me, kind of how I’ve been rolling lately. If I feel resistance ill just say “hey listen if you have that conviction then you owe it to yourself to do this, and owe it to them”. So yeah, you’re spot on about it and without action in life it is my belief that every presentation, heck if you’re motivating your office, if you’re motivating your spouse or your family, everything should have some sort of action that you want them to take. It may not be buy your product or service but it may be “hey go get that book and read it” or “hey go interview somebody, go talk to a millionaire”. Whatever it is, you should be getting people into some sort of action.

Dan: Ill share with you Dustin. When I was speaking and doing tours, at first, I was the “young guy” and I think I feel that I was the only Chinese guy in the speaking circus. Very few guys have made it and at first, I was traveling and closing a decent percentage, and my peak at the point where I was closing more than my fellow speakers all combined. They were asking me “Dan what do you do” and I replied, “well just dissect and reflect”, but I know for a fact that you can train yourself to do this. I trained myself to do this, I’m not a born speaker, I honed my skills. There is a science to this which you cover in the book, your new book. Talk to us a little bit about the book, and what inspired you to write the book.

Dustin: Okay well I have a lot to say about the book in a good way. So, this is called “A No B.S Guide to Powerful Presentations”, I wrote it with Dan Kennedy. The whole story behind the book is about 13 years ago I came across one of Dan’s books on marketing and I read it and acted on it. Most people don’t do that, they read it and enjoy it but I’m like “I need to create some results in my life”, so I acted on it and I sent out a direct mail letter at the time and the phones started to blow up. Now, I was an introverted guy which Dan reminded me to share that but at the time I wasn’t bold enough to take these phone calls so I sent them to a sales person.

Basically, I put their phone number in the direct mail piece and the phones started blowing up, so she instantly became my new best friend because she didn’t have to make cold calls because all these calls were coming to her phone. I became hooked because I went to school and I was a computer nerdy guy, I still am today; But, sometimes it doesn’t serve us and I usually am in marketing and sales now. So, I identified it and said “Oh my goodness, if I can get people to act. Whether its speaking in a podcast, on a stage, on a webinar, or in print, I control my destiny, I can do anything”. That’s what I figured out and I became passionate about marketing and really psychology about getting people to take action. So, that’s been my study and my craft. Going from there I pitched in on the book, 13 years later I said “hey you changed my life, this is what I’ve done. Take a look at these case studies I’ve made basically from you. You gave me the idea”. He said no at first, but I was persistent and finally he said yes.

Dan: Awesome. 13 years later!

Dustin: Yeah so, I’m excited about it. The story behind the story really is that I am not supposed to be here today. Meaning that, when we were in school I had to take public speaking as a class and I didn’t want to take it. You know people would rather die than get up and give the “eulogy” as they say they’d rather be in the casket. So, one day, I became so motivated by fear not to take it that I dropped the class and then I found a loophole. The loophole had said that because I had taken another class, I was chasing a girl to be quite frank and transparent, I took another class. It was called model United Nations, big nerd. So, I took this class and what is funny is that I actually ended up speaking in front of hundreds of people from other countries, and I was talking about the United Kingdom’s policies, how boring. I didn’t even realize I was doing it, I must have been blindsided by the girl. Essentially long story short, I got the teacher to write a note for me that got me out of having to take public speaking class. What’s funny is I now have a company showing other people how to speak all around the world, I wrote a book on it. So, the real reason behind the book is I just wish more people would get up and speak, it’s not as bad as you think it is and the benefits far outweigh the costs. You make more money, you grow your business, you can charge more, and on and on.

Dan: I absolutely agree, it’s a phenomenal book. I mean I highly recommend the book for the value. It’s an amazing value. Truly I am a living example of everything that I have, the wealth, the success, the influence, the businesses, the clients I have. If I have to name one skill that attracted all of that, public speaking period. There is no doubt in my mind, I wouldn’t have anything today without that skill.

Dustin: Dan, I appreciate that share. You know what is funny is that yesterday I just watched this documentary on Warren Buffet, that very early on in his career he has the same thing. He was deathly afraid of public speaking, so he went out and took a course and he said, “listen I wouldn’t be here today, I wouldn’t be nearly as far along as I am, if I hadn’t taken that course”. This is Warren Buffet, one of the richest guys on the planet, as part of his growth and building his empire, by leveraging this skill and I can give many examples of famous people out there that speak as part of their business building empire.

Dan: Correct. I have a philosophy of why speaking is so powerful. I think deep down as a human being that we know that we all have this fear of being in front of the room, getting rejected, being judged. That when you are brave enough, when you have enough courage to do that and take that spotlight, immediately the second before you say a single word, deep down we respect it. People say, “wow I wish I could do that, that guy is standing in front of the room speaking to 500 people”. Just the fact that you can do that, forget about the fact if you do good or bad. Hopefully you do a good job, but even if you do a decent job, just the fact that you took that action somehow for human beings we respect it. That’s why the person gains a lot of authority just by being in the front of the room.

Dustin: Yeah absolutely! I remember early on Dan where I just flat out sucked. You don’t get better unless you do, but even when I was bad I remember people coming up to me and saying “wow, thanks for sharing that story”. I guess I kind of call this the Rockstar effect, I think a lot of people know that it’s hard to get up there and do that. So, if you can just connect with one person in that audience, obviously you want to connect with many; But if you can just connect with one person in the audience through a story that you share, even if you do it horribly you can make a difference. Just the fact that you get out and speak, you can talk about that in other media and it instantly increases your cred and your profile.

Dan: Also, when it comes to making money, we talk about leverage. This is what this is about. It’s one to many. You can sell one on one, there is nothing wrong with that but why not talk to 1 to 100, or 1 to 200, or even on the internet at 1 to 1000, or 1 to 10,000. That’s how you make a lot of money, I mean I’m sure that’s a view to grow the company, if you do just 1 on 1 or traditional sales method the company wouldn’t grow as fast.

Dustin: I got my start at this company selling 1 to 1 with Dave. So, I remember selling this territory about 3 ½ hours from one end to the other and we were selling a 99$ subscription. I don’t really remember but maybe I got 25%, heck maybe I got 50% of the sale but I remember one day I was driving to Naples, I’m in Saint Petersburg now. So, it’s about 3 ½ hours from one end of the territory to the other and I went down there and I closed the sale and I was thinking “oh man, I just sold a 99$ subscription to one person and now I have to drive all the way back home”. My whole commission was eaten up in the gas, so then I said “okay, I got it. I have to stop driving to these people’s homes, I need to go every couple weeks and get all these people come to one place”. Finally, I figured it out, we started doing presentations and I would drive down there once every couple weeks to a room full of 50, 60 people and I would make more sales and life was a lot easier that way.

Dan: Now speaking of filling up a room, what has been your experience now since you have been working in the industry? Since there are a lot of speakers and the internet, what is your take on the whole industry? And also, the feelings in the room?

Dustin: Well I’ve got lots to say there Dan. Number one is this, there is not one magic pill to fill the room. Everyone want the “what’s the one strategy? What’s the one thing?” and what I always say is “there is a hundred ways to get one person there and we should leverage all of them”. My favorite, keeping in the theme of leverage is to find the influencer. So, it’s easier said than done in some environments. But find the influencer, someone who already has your customers. So as an example, in fusion soft? they have a CRM, a data base, right? Or pick your favorite email provider. Often times those folks are just so busy selling their software that they are not thinking about trying to do events or monetizing their customers in other ways. Now infusion soft is a bit of an exception now because they are so big.

However, you could find a softcore company, you could find a title company, and piggy back on someone who has already organized your ideal prospects for you, and just figure out a way to just incentivize them. That can be letting them get up in front of your group first, if it’s a five-minute little sponsor deal, or cut them in on the profit. So, if you sell something there then give them a piece of the actions. In some cases, I even give them money, I say “hey listen if you’ll invite your whole lists ill to pay you on the front 1000$, or 2000$” and some people are excited by that. The ones that get by excited by it Dan, the trouble is to try and find an influencer in the local market place, or find someone who isn’t getting hit up by everybody. You know someone that’s super well known. So, I look for software companies, or influencer, or business networking groups. Those are the places that I’ll go to, to fill the room a lot more economically than Facebook ads or newspaper. Which we use to this day

Dan: What I have learned is once you get your foot in the door and people know that you are a great speaker, good event promoters need good speakers as well. So, they need speakers that can close and generate revenue. You have seen these big events where a couple king pin speakers, big name people draw people in. However, what makes the money is the platform speakers, they are the ones that are bringing in the money and paying the bills and generating the revenue for the organizer. Once you have proven that you can do that, people will want to have you on their stage. People will want to generate revenue as well. As you know Dustin it is a small circle and if you do good work and you deliver on the value of what you promise then great. What I know is when your speaking, then people start inviting me to other things to see the work that I can do. That’s awesome and that’s how it works, it’s very simple.

Dustin: Yeah what I know is that when my partner Dave had the opportunity to speak on the “Get motivated” circuit and that’s where they will invite past presidents, and if you’re in Kentucky then the local Kentucky basketball coach, or football star in that town. So, all those people are the keynote people which get paid to speak and gosh, if you can win a super bowl and get 50,000$ a speech then go ahead and do it. The reason why Dave got invited, my partner, is he could really sell. So, they would get all these whales (as they called them), all celebrities and Dave would go in there and he would sell the program and monetize for that company. So, it all comes down to that ability to really get people to get into action.

Dan: So, the way the business works is Dave would make a speech and you would make an offer, and you would split the income generated from product sales with the organizer. That’s how the business model works right? There are many ways we can do this and this doesn’t just apply to people who sell information from the stage, I don’t care if you’re a real estate agent, I don’t care if you’re a financial planner, even big companies, it doesn’t matter. If you’re selling B2B, you’re raising capital, it’s the same skill that we are talking about.

Dustin: Yeah, I think of one Dan. I have a chiropractor who is down in Sarasota, which is down maybe 45 minutes to an hour south of here. What he does is invited people who have neuropathy, pain in their joints, pain in their bones and invited them to a dinner or a lunch at a local restaurant that they will be familiar with because they will feel safe and secure, not at some fancy hotel. Basically, he does an infomercial, if you want to call it that, he speaks and he says, “listen if you want this pain to go away, here are the stats, here is what’s going to happen, here is how I can make it better, sign up right now for a sit down or consult in his office”. So here is a chiropractor doing lunch and learns in the community, and his whole goal is to get them into his office. Now he has a seven-figure practice by leveraging the art of speaking and presentation.

Dan: Yes, and he will be known as a chiropractor who does speaking and conducts these educational sessions versus “oh he is just another chiropractor”, right? It’s much more powerful when people can see you. Also, it builds trust because they see you in a public way doing your thing on a regular basis. Also, I’d love to talk about chapter 6 from the book because in chapter 6 is worth ten times the books, one hundred times. What it talks about is the “irresistible offer architecture”, which you created that term. It’s an amazing thing so maybe walk us through that.

Dustin: Yeah, I appreciate that. It’s an amazing thing, all the work that they make us do to put these books out is a steal of a lifetime. Obviously, there is a big benefit to doing it, so chapter 6 is “irresistible offer architecture” as you said and there is a lesson right there. So, let’s say you’re in weight loss, my thought is I don’t care what you do in the world but you should create a process in which you help people become successful. So, let’s take weight loss, let’s say you have a five-step method showing someone how to lose weight, drink water, maybe look at the fork before you put it in your mouth, get a smaller plate, and on and on. So that’s great but it’s likely you’ve heard those steps before in some form or fashion. However, if I tell you to call it the “Matthews method” and I put a little trademark behind it then immediately it now looks more valuable. Immediately people are like “wait what is that? I’ve never heard of that” and there is some curiosity.

So, I think anybody in business, a sales person can think about what the process that they use to create this product, what is the process they use when they work with the client, and think about what the success steps are. As an example, I have identified nine things to having an irresistible offer. I’m not the only guy to talk about irresistible offers, I just called it “irresistible offer architecture” and I went and got it trademarked and now its registered. So, that was my little preamble there Dan, a lesson in of itself. If you listen to this podcast repeatedly you’re going to pick up more the second and third time. That’s me just kind of showing you behind the scenes. So, let’s get to what it is. So, it’s me believe that every presentation has a great offer, so you want to reverse engineer it. So, when I first started writing presentations I used to start with the title slide because you know, you open PowerPoint or keynote and there it is. Instead, I want you to think about what is an irresistible offer? What is something I can put in front of this audience that will get them excited and reverse engineer the whole presentation. So, I think we are short on time to go through all of mine, of the irresistible architecture elements but just get the book and they are all in there.

Dan: Yeah and it’s got a nice graphic and chart, right?

Dustin: Yeah absolutely but I’ll give you my two most favorite ones, my most powerful ones. Number one is overcoming objections, anything you sell in life is going to have some objections to the audience. So, you should think about what those objections are and what you can put in your presentation. So, if your big objection is time, you should think about “how can I make your life easier? Can I put this on an iPhone four? Can I split it up so they can watch it in the comfort of their own home? Can we put it on flashcards? What can I do to make their life easier?” Put that in the offer. Most people don’t think about that, they just think “this is my product, this is what I’ve got, do you want it or not?”. I say, “no let’s change the product to overcome objections, lets change the product to hit the second thing, hot buttons so that people take action”. Last thing on this one Dan, is the hot buttons. So, I want to ask you, Dan are you more of a visual guy? Auditory? Do you like to go to events? What is your primary learning style?

Dan: I think either by doing or listening

Dustin: Okay doing or listening. So, I’m a visual guy so when we do podcasts or interviews so it’s fun for me because I don’t see anything because it’s all auditory. The big thing for me is I must keep in mind that not everyone is like me. So, every time I put products together I put visuals and I put videos, I want to get people videos, and checklists, and infographics, and diagrams because that’s how I learned. I get myself into trouble if that’s the only thing that I put in my offer because you must keep in mind that there are some people who love to listen to audio. They have crazy commutes and they just love to listen, so if I don’t put audio in there I’m leaving out some of the people. If I don’t put a boot camp in there I know that some people don’t want to read a book and they don’t have time to listen. They say, “Listen I’m going to take three days off, I’m going to go focus on this one thing and I’m going to do it at an event”. So, if I don’t have that in my offer I don’t get to push that hot button. We must think about “what is something that people want in our market, in our audience?” and then deliver it to them.

Dan: That makes a lot of sense, a lot sense. So, what about Speaking Empire? Talk to us a little bit about entrepreneurs and the process? If they need help with even starting from scratch. Do you help them do that? Or do you only work with people who have been doing this for a long time and get them to the next level? Tell us a little bit about what services you offer.

Dustin: Yeah well, we started Speaking Empire because we would go to seminars, I still go to seminars to this day to learn and better my game. The challenge at most seminars is at the end of it you have a big page of notes, and you have ideas, you get excited, but you really don’t have an outlet to go create unless you go in the office or you stay at the event and book another day or two at the hotel. So, what we determined is we wanted to get people the tools and resources, so at Speaking Empire what we do is workshops. We call them experiences, where you get to come and bring your team with you and we work on tools and resources you need in your speaking business, or that you need to get on stages and spread your message. So, we make you work, some people like it, some people don’t. At the end of the day we do these amazing experiences where people will walk away with their slides done, they will walk away with their script, they walk away with their marketing. So, Speaking Empire works with all different types, people who are just getting started, maybe speaking but just not getting the results, you want, all the way to big companies, eight figure companies who are doing previews all around the world. They just want to dial their script in and make a .5% or 1% improvement, that compounds for them because they are doing so many of these seminars. That’s the cool work and fun stuff we get to do at the Speaking Empire.

Dan: I have a couple close friends that have been through the experience and they highly endorse it. I think the most important thing is they go there and leave the office with stuff getting done. It’s not like you go and learn a bunch of information, that’s all nice but you go in with a “to do list”, and you walk out with a “to done list”. That’s very powerful. Maybe you can see these things and figure stuff out piece by piece, but it might take you months, who knows how long it’s going to take you. What makes Speaking Empire unique, and of course if you go to the website its endorsed by some of the top speakers in the world.

Dustin: Yeah that’s right. I know it myself, if I want to get something done I must leave my own environment often. I must go to a coffee shop or a seminar or right to a consultant to get it don’t, because life happens and it’s difficult to put together a presentation.

Dan: This is a good investment, and it’s not cheap. But because it’s not cheap you take it very seriously and you want to get it done. I know it’s an experience, I don’t want to spoil the surprise but it’s not just doing the work, you get treated like a VIP from the minute you land to the minute you go. It’s quite amazing. I love the work that you do. Maybe share with us, one last question. If you could time travel back to one of your earlier days and have a five-minute conversation with your younger self, to communicate any lessons you have acquired with intention of saving yourself so many headaches, what would you tell yourself?

Dustin: I love this one Dan. Well if Dustin wasn’t so hard headed back then and would be receptive to this, I would tell him is ego. It’s good to have ego, it’s what give people confidence but also, it’s a slippery slope. I know I chased some things that didn’t really serve me, and it didn’t help my audience, and I would tell that young guy to really work on his ego and work on what’s going to make a lasting difference and not just the short term. I’ve made a lot of short term mistakes I thought in the past that I would love to prevent young Dustin from doing.

Dan: Awesome, any final thoughts? And if the listeners want to get a hold of you, you can get the book on amazon. But what are the links to your website?

Dustin: Yeah you can get the book on amazon, but check out and the reason why is, it’s not just a book but it’s a resource. The book has a lot of great information inside but I can’t put a video or a template inside the book so has all the links to amazon, Barnes and noble so you can just go there. While you’re there make sure you check out the downloads we have available that go along with the book and implement things quicker. So, if you have a presentation or a webinar and you’re just playing around and want to learn by tactically doing, definitely check that out. Also, what I would say is if you get multiple copies of the book, there are other additional resources that get unlocked to if you have a network or clients this would be beneficial for you. Check it out at

Dan: Yeah ill make sure I’ll put it on the webpages but also, check that out. So, thank you so much for joining us and inspiring us with your story. Thank you so much this is awesome and we could do this for hours. I appreciate it thank you for doing this.

Dustin: Thank you Dan, I appreciate you.