An Interview with Roberto Monaco
Kevin ... Letís start right where you left off which is external focus. If I just focus Ė right
before I go on stage somewhere I always have somebody with me who is going to look at me
and brush off the shoulders and check the hair and make sure that thereís nothing stuck in my
teeth and do all those things. You do need to have that sense of security when you walk on
stage, but the fact of the matter is that I spend an enormous amount of time in presentation for
every single presentation Iím going to give.
I think about the audience in general. This might be a good hour at boot camp but in general
you want to learn your material to where you know it, you donít memorize your material but
you want to know what youíre going to be talking about better than anybody in the audience,
so you really are the expert on the subject. If you start there with what you know the other
person needs to know then youíre not just parroting or mimicking what every other speaker
out there is talking about.
This is one of the great things about presenting is that if you really, really focus hard on your
message and the needs of the other people that are out there you take a lot of pressure off of
yourself and you donít have to worry about all the times you say um or you do something
goofy on stage. I make so many mistakes every time I give a presentation; whether itís on
video. Iíll go back and Iíll watch myself on video and I always wonder how bad itís going to
be. The fact is, most of the time, even when I think itís pretty bad, itís actually not too
terrible. I donít do any editing on anything. I talk from Ďaí to 'b.'
The up side of that is that you build trust and credibility faster because people see
you make a mistake. With you, Roberto, you might mispronounce a few more words than the rest of us perhaps. Basically you want to think like this, youíve got material that you want to communicate whether itís in front of an audience on stage live, doesnít matter whether itís on video. You learn your material, then you know it, then you prepare it Ė I should slow down because everybody has to write this down.
I outline everything down to 10 words.
Roberto ... What do you mean 10 words?
Kevin ... Good question. I think about the audience I'm speaking to. Recently I spoke to 1200 people. A very unique group. A very spiritual and success minded people and theyíre very much believers in the law of attraction. I obviously donít fit in, right there. I have to find all the common ground that I can get.
Because Iím there for the purpose of enriching their lives. That presentation has to be brilliant, but I also have spent thousands and thousands of dollars and a good couple hundred hours creating a very
cool program that I want this specific audience to buy.
When do I want them to buy it? I need them to buy it at the end of my 2 Ĺ hours and Iím
talking straight through. I need to develop; I have to work on ways, what do these people
need to see in Kevin Hogan thatís going to develop trust and credibility, because people buy
the brand. Iím establishing brand rapidly, as fast as I possibly can. The 10 words that Iím
going to do are going to represent 10 stories. Each word represents one story. I have a story
about a little girl in Chicago that I tell. You know the story.
Roberto ... Barnes and Noble.
Kevin ... Right. Thatís the story about the little girl. Then thereís a story I have that I tell about
Clinton and how the New York Post picked me up and they wanted to do that and thatís what
started that whole body language which sort of stream of the career. Thatís just one story.
These 10 words, whether itís summarizing content or a story they go in consecutive order; 1,
2, 3, 4, 5, 6, 7, 8, 9, 10 on the note card and that note card goes inside of my jacket, my coat.
If I were to space out, which I have done before on stage, lose completely where Iím at, if
Iím not having a great day, about one out of every 50 presentations I give I pull out my little
note card which is right in there and I just look and I have instant comfort because I have
prepared all of this material. All I did was just mentally give off a train track and now I put
myself right back on it and so Iím there.
Roberto ... That is a brilliant strategy.
Kevin ... Thanks. Itís been helpful when you really need it in the emergency and you can go
from doing absolutely no business that day to building back the business that you need to do
at the end of the day at the back of the room, do develop your long-term, just with that one
little card. This includes, if you have a PowerPoint because even if youíve got a PowerPoint,
I promise, I guarantee there will be a day when that PowerPoint does not work, you will flip
a switch and it wonít come up.
The people who donít know their material, the people who rely on the PowerPoint thatís cool
92% of the time and the other 8% of the time there is no screen, the PowerPoint machine
doesnít work, it doesnít advance, the frame thing dies, the remote control battery goes dead.
Iíve experienced every single one of these things somewhere in the world and
stuff goes wrong. The person who walks in with their presentation prepared and the material
prepared and the note card in the pocket youíve got it with you forever.
In front of a video, if you speak regularly to your video camera, just turn on your video
camera and constantly be playing with it. Goof around with it even, just start to get familiar
with the idea that that lens is on you and then itís really okay. One of the things that I do is
just one other thing. I have a friend whose name is Mark Ryan, he was actually on the phone
call last night and we were talking about subliminal influence. Mark is one of those guys that
is a great friend, heís a great supporter but I also have to live up to a standard to present to
people like him. Whenever I make a video I usually think of somebody like Mark Ryan is
sitting there watching me, talking with me and I just create my imaginary friend. I donít tell
very many people this. Donít tell anybody else this either. When you see me making the
funny looks thereís nobody in the room except for me and Mark and Mark lives in
Those are a few good strategies that people can use to overcome that fear of presenting and
tools like that. Get familiar with that video camera. If people can become familiar with
the video camera and just know that itís there you will be way more comfortable when you
start doing stuff thatís going to be designed to make you money.
Back to you. We were talking a little bit about the psychology of influencing as being the
first pillar. You said the second pillar is structure. Letís talk about structure and letís go
The 2nd Pillar of Influence...
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