An Interview with Roberto Monaco
Roberto ... At Influence: Boot Camp, Iím going to give you a formula that has 10 steps. Today I want to give you a summary. When we do Boot Camp I'll open all of the doors.
One video I want your readers to know about is called conversion video. Conversion video is a longer video that could be a 7-
20 minutes that youíre going to sell yourself, sell a product, and sell a service. You really
want them to take action to buy the product, download this, but my email is a conversion
video. Then you have the wellness video to build up your brand. Then you have a teaching
video thatís just going to teach a skill.
This formula that Iím about to reveal to you is either to do a conversion video, a webinar,
teleconference call when youíre just you speaking, or youíre doing a live 45 minute or 90
minute presentation, when you go in a live crowd.
When I do keynotes and Iím selling from
stage I use this. When I do conversion videos Iím using this. When Iím doing webinars Iím
That 10 step process:
1. Youíre always going to have a good opening. You want to have a good opening in the
presentation because something that I learned from Kevin; Iím going to quote you here a
lot, Kevin, The Law of Primacy I learned from Kevin and The Law of Recency. People
remember what comes first so your opening has to be unique for several reasons:
10 to 13 different ways to start a presentation. I love to talk about stories, quotes,
questions, and statistics. Opening is the first thing you say when you record a
video or are doing a webinar or are speaking. You want to make sure you think
about your opening. When Iím doing live presentations, people introduce me I do
straight into a story. I remember at your 2006 Influence: Boot Camp, when you start boot camp
you donít say Ďhií. You were talking to a guy and then start telling stories I didnít
understand why youíre doing. Now I get it because youíre activating the curiosity
drive. There are reasons why youíre telling a story in the opening.
- When you start speaking, people are thinking about something else, theyíre not
thinking about you so youíve got to stop and break their thinking pattern and
make focus on you.
- If you have a weak opening, your weak opening is going to frame your content
that comes after. If you have a great opening, the great or strong opening is going
to frame the content. Thatís why you want to have a strong opening.
2. Pre-framing. That is one area that most people are terrible. Pre-framing, what happens in
between your opening and the body or the content of a presentation. What is preframing?
Pre-framing, if youíre in a room or in your office see if you have a picture on
the wall, thereís got to be a picture on your wall. What happens if you change the frame
around it and you put a pink frame? Put the pink frame around the picture. Itís the same
content but itís going to change the meaning of the overall picture. Correct, because it
changed the frame. Most people donít know how to frame their presentation correctly. I
identify eight different types of frames that you do in a presentation. I donít have time;
Iím going to give you three, the most important ones.
3. Define the problem. I want you guys to write down a pyramid in reverse. When you talk
about the problem you want to talk about a global problem, you want to use market data.
- The big why pre-frame. The big why pre-frame are the reasons your audience
must listen to you and it falls into the law of readiness from psychology. You
want to make your audience ready to learn the material. The law of readiness.
You open up a presentation and the reason the information is important to you is
because and then go straight in to the reasons why itís important for them, why
they really must pay attention to you, you want to give the reasons right away.
- Content pre-frame. Content pre-frame is increase the relevancy of the
information. Letís say for those single guys and girls out there and you say look I
have a friend to introduce you to. How is she? Oh so nice. You ask if she is hot
or not, right. Most people say is she hot, is he hot. Pre-framing is the content. So
you want to make sure content pre-frame could be a quick phrase like; today Iím
going to share with you the structure that has caused me to sell millions and
millions of dollars in services in seminars. I just pre-framed the content preframe. Instead of saying Iím going to share a presentation structure.
- Personal story. You open the presentation then you pre-frame it, bit it a big why
pre-frame the reasons, the content pre-frame, you increase the relevancy or the
importance of your content and you tell a personal story. Iím not going to talk
about personal story here because thatís a whole two hours.
For example when youíre speaking use 75% in America experience speech anxiety.
Public speaking is the number one, number two fear in America. I use market data to
define the problem. Then elegantly from my narrative I want to bring the problem all the
way down to them so that I create me too frames.
People say, "Me too, I have a fear, me
too." On the top of the pyramid you put the global problem on the bottom you put
personal problem. You want to make sure you Ė I saw a presentation define the problem,
but I must think that they have the problem Iím describing through market data first.
Kevin ... It creates that extra thing that people know that theyíre not alone.
Roberto ... Thatís good, good distinction.
Drawing them in...
Continue: Page | 1 | 2 | 3 | 4 | 5 | 6 |
Network 3000 Publishing
3432 Denmark #108
Eagan, MN 55123
Photo appears under license with istockphoto/DSGpro.