How to achieve results in an easy, effective and fun way – Maurice DiMino
– [David] Hello Achievers, today I am a new amazing guy. I am in Los Angeles in detail. You will have the pleasure to learn how to speak very well [[00:00:30]] and to share a million-dollar message. I am with Maurice DiMino. He's award-winning speaker and who is here to answer my questions. So follow this Interview. Hello Maurice.
– [Maurice] Pleasure, pleasure David, thank you so much.
– [David] You know that Maurice is a French name.
– [Maurice] Yes, that's why was named after my favorite…I was named after my mother's favorite actor, Maurice Chevalier.
– [David] Great and also my middle name is French, Yves, after Yves Montand. So I'm practically French. Yeah, we can do in French if you are…
– [Maurice] Merci beaucoup. [[00:01:00]] And that's as far as it goes.
– [David] I know that. Who are you? Can you can you talk about yourself and introduce yourself?
– [Maurice] Sure, as you maybe mentioned, I'm award-winning speaker, also I'm the author of the book, The Art of Public Speaking, as well as a mentor. And what I've come to realize is that each one of us has that million-dollar message written in our hearts that the world is waiting to hear. And I guess my mission is that I will forbid people [[00:01:30]] because of my background, I forbid people to go to their grave with their message still inside of them.
So I help people to craft and design, not only that deliver that message in their heart, so that it is informative, it's fun. And what makes me unique there from other trainers and mentors, is that I help people to create a transaction. In other words, that there's a transaction at the end of that presentation. So whether you have a product or service, or even a charity, people are ready to invest in you and what you're all about.
– [David] Okay [[00:02:00]] and just to begin, how we can find our million-dollar message? Because do you have a process? you have something?
– [Maurice] Yes, what I did is I design…through my experiences I've designed a 26-point template. Prior to all the speaking, I sold and rented a post production equipment. This high-end equipment that had a dollar value of anywhere from \$10,000 all the way up to a quarter-of-a-million dollars. And what I realized with my clients, every time I went through this, they always said, “You know what? [[00:02:30]] Let's see it in action.” So I had to present myself, I had to give a presentation. And I think with all of us, we're actually presenting ourselves, whether we're in line for a cup of coffee or groceries or even on stage, we are presenting ourselves.
So what I wanted to do is I wanted to make sure that I gave a consistent, concise message, so that if they were going to walk away with my product right then and there, at least they knew what I was about and that's the key. The key is to have that consistent message so that people know what you're about, what you stand for. And not only that [[00:03:00]] if that need arises, you're the first person they think of. So through that I developed a 26-point template, I call it my million-dollar template. And what it allowed me to do is to precisely give the message each and every time so that my audience, my listener knows exactly what I'm about and what my product does.
And because of that, I became known as a million dollar man. I was doing about a million dollars' worth of business…I was doing about a million dollars' worth of business per month. Now, I'm not saying this to impress you but to impress upon [[00:03:30]] yeah.
– [David] Yeah, I know that.
– [Maurice] …and anyone could do that and that's the point. By following a template, by following a system that other people have been successful with, you could have success as well.
– [David] Great, I love that. And how do you…you have actually six steps, but can you share the first steps to find our million-dollar message? Let's take the example…let's imagine [[00:04:00]] that someone want to just do public speaking and he has a lot of…he studies a lot of masters and self-implement, well, for example. And he has a lot of knowledge but he's struggling to find his own message. What are your advices?
– [Maurice] It's funny, I just had my master classes the past weekend, I had a conversation with one of my coaching clients about that. [[00:04:30]] And what we found is this that by finding what comes naturally to, in other words, well, everyone should know that that's your unique message. Because it becomes easy to, that means that's their natural ability inside of you. That means you probably have your own systems, your own techniques. You've probably taken from other masters and other leaders, but you've distilled it and you've created your own system. And that's what I ask people to do.
– What did you use to become successful? [[00:05:00]] What seven steps, what five steps, what mantra? What did you become successful? In other words, what is your system? By realizing that each one of us has that message, that system, that process if you will, that's your message. Because it becomes easy for you, guess what? That's your mission. You're going to now help other people to make their life easier, make them see the success, make them be the winners in their lives.
– [David] Yeah, I love that. And I see that [[00:05:30]] on my own path because my two main message is about the fact to believe in our dreams, to believe in myself and that's what…before to study every single thing as if you've learned implement world, it was my first struggle. And the other thing I speak a lot about is baby steps and I started to do baby steps before to read books. So yeah, I want to share that [[00:06:00]] because I started to do that on my own, so that's why today it's my message.
– [Maurice] Right, so that interests you?
– [David] Yes.
– [Maurice] Now, let's add on that that interests you, so that means you have enthusiasm about it. And we have to know this, when we take the part of speaker, and this could be speaker one-on-one or even one-to-many, you become contagious. Yeah, just like a disease, you become contagious. So now we look, see now you're getting excited [[00:06:30]] about this topic, so why? Because I'm contagious about it, I'm enthusiastic. So if I can give advice to anybody out there it's this, be enthusiastic.
If you get up in front of an audience, again, one-on-one or one-to-many and you come across as dull and boring, and all that, your audience will be dull and bored. But if you come across enthusiastic, inspirational, guess what? Your audience will walk away with it, because you are contagious.
– [David] Yes, and do you think we can develop that?
– [Maurice] Definitely, because remember were coming from our natural ability, [[00:07:00]] we're growing our strengths. I always say this to my corporate clients, why start at the bottom of the hill with your weaknesses, your limitations? Why not start halfway up the hill? Well, guess what the journey to the top is going to be quicker and easier and just so much more enjoyable. And your audience is going to see that. So why not do what comes easy to you, have that enthusiasm and impart your knowledge, your skill to your audience.
– [David] So it's a tip to begin your speech and smile [[00:07:30]] during the speech, right?
– [Maurice] Oh my God, definitely. Let me tell you something if you want to radiate confidence, there's two things I suggest to my clients. Two things, easy, real easy. You could be shaking your knees, you could be sweating profusely, but just do two things and your audience will see a confidence. And those two things are this, as you may have mention David, the smile. It's quite simply put a smile is a light in the window to let people know you care, so that's number one.
Number two is eye contact. By giving people eye contact [[00:08:00]] and I'm not saying like laser beams, you drill them that the back of their head explodes, but you look at them in a loving, caring way, because again, that's why we're here, we're in service to the audience. So I want to look at my audience, I want to look at them in their eyes, give them eye contact and let them know through my eye contact that I care. If you do those two things, standing in front of the audience, whether it's always a 10 to 10,000, they're going to feel that and they're going to experience you first-hand.
– [David] [[00:08:30]] It's great, I love that.
– [Maurice] Thank you.
– [David] And about the smile, two question, I'm trying to be the people who are following us. Sometimes people see me, yes, but I can't smile every time because I will be [inaudible 00:08:53] it will be too much…
– [Maurice] It will be false, it will be fake, like I'm faking it.
– [David] [[00:09:00]] Yeah.
– [Maurice] Well, but again, you have a message to share with your audience. Aren't you excited about this message? Now of course, what I'm saying is you're not going to walk through with a big silly grin the whole time, exactly, no. But if you're not enjoying it, imagine this, if you're not enjoying your topic, how possibly can your audience enjoy your topic? And what I usually do for my clients that are not used to smiling, I put them on a smile diet. I put them on smile diet.
I say this, “For the next seven days, from the moment you rise [[00:09:30]] out of bed to the moment you go to sleep, you have to be smiling. Not a nice natural smile, just grin. And that every time you pass a mirror or a reflective surface, you double back, you look in the mirror, you smile and then you continue your day.” Why? Because when you get that in front of the audience, wouldn't you agree that when we get in front of the audience it's nerve-racking enough? There's enough pressure on you?
Well, all that nerves, all that pressure on you is also going to weigh down your smile. I don't want you to be frowning up [[00:10:00]] there. Because you're thinking of all so many different things and the last thing you want to think of is to remember to smile. So if we do the smile diet, when we get up on stage, you just have a…
– [David] To be the habit?
– [Maurice] What's that? To make it a habit. yeah, definitely, to make it a habit so that we just…when we get up on stage it's just nice and natural. And guess what? We put our audience at ease, if we put our audience at ease, if we're having a good time, they're having a good time, if we're enjoying our talk, they're enjoying our talk. And let me tell you something, that goes a long way [[00:10:30]] if you do have a product or a service, or even a charity that you want people to invest their time or their dollars in. And again, that's the unique thing.
I want people when they do a presentation, I don't want them to leave there that everyone's glad having them. That's an expression which means people just are thanking you and patting you on your back and you're not making a dime. I want you to be compensated for this all this hard work. Wouldn't you agree with me that speaking is hard enough as it is?
– [David] Yeah.
– [Maurice] Well, you should be compensated. And that compensation could be a signature [[00:11:00]] on a petition to someone's email address, to investing \$10,000 into your services. So why not? Let's all have a good time at this.
– [David] Yeah we really do just have to talk about that. I want you to come back into the things you say but eye contact. If you have 1,000 people in front of you, who do you look at?
– [Maurice] Great question, I love this question. What I do is a part of my template, [[00:11:30]] the first thing you do is not even utter a word, you take the sweet spot. And this center stage so that you have everybody in view. Then you scan your audience, and would you look from the left to the right, and you scan your audience. And this is what I want I would love your followers to do. Look for the cheerleaders in the audience, these are the people who are already smiling, they're already nodding, there are already leaning forward in the chair. In other words, they're already participating with you before you opened your mouth.
Now these you're safe havens, why? [[00:12:00]] Because there's going to be some people only want us to have a sourpuss in their face, they're not looking. and let me tell you something, for the beginning speaker, that's going to distract you and bring your energy enthusiasm down. So look for those cheerleaders and you know what you're going to do? You're going to look him in the eye, you're going to smile and you're going to talk with them. See, that's another great technique.
– [David] Yeah, it's great.
– [Maurice] To simply have a conversation with your audience. You're not going to speak at them, you're not going to speak with them, you're going to have a conversation with them. [[00:12:30]] And let me tell you, some people say you just may have mentioned, 1,000 people in the audience, well, if you do that, with cheerleaders throughout your audience, guess what? Everyone in that audience is going to feel that you had a conversation just with them. I've left plenty of places that 1,000, 10,000 people in the auditorium, somebody comes up to me, I don't know who they are, but you know what they said to meet David? “Maurice, you spoke right to me, thank you for your message, you made a difference in my life.” Why? Because I had a conversation with that audience.
My [[00:13:00]] greatest advice to my clients is this, public speaking is a conversation. Don't think that you're talking at the audience, that you're throwing information this way, we have to understand that it's a conversation, it is a dialogue. Whether you realize it or not, whether it's one person or 1,000 people, your audience is speaking to you. With their vocal cues, with their body language, with their facial expressions, so we have to be in that conversation.
– [David] And yes, it's a good thing. So how do you…since [[00:13:30]] you want to their body language.
– [Maurice] Say that again.
– [David] Do you pay attention to their body language?
– [Maurice] Definitely, I tell my clients that you're going to go through three stages in your speaking, whether you like it or not. The expressions, sometimes you got to go through hell to get to heaven. And the three stages are stage one is where you focus on yourself. Do I look okay? Am I right? Is there something in my teeth? Then Stage two is you focus on the content, [[00:14:00]] you try to be word perfect. Now, out of those two stages, who are you leaving out in this conversation? Your audience. You're going to go through those two stages and then when you get to stage three, that's going to be the stage you want to be in, focus on your audience.
And when that happens, is that you will see them smile, you will see them with the quizzical look. And when that happens, when they say, “Oh yeah,” respond to that, that's a conversation. I know that when somebody in my audience, be it a corporate audience [[00:14:30]] or entrepreneurs, or speakers, or authors, whatever my audience is, if I get either a vocal cue, “Oh yeah, oh that's right, mm-hmm, what?” I respond to that. I go, “You better believe,” “Mm-hmm me.” Or if I see that some people have a quizzical look on their face, like they're questioning what I just said, I say, “Now, well, now, some of you may be asking questions of what this is about,” and then I'll address it.
See, now I'm in this position of having a conversation with my audience. I am not just giving a can speech, in other words, it's just raw. [[00:15:00]] Just because it's what is ever written there, I'm going to deliver that. No, we want to be a dirty Asian.
– [David] It's not a television.
– [Maurice] Yeah, exactly. So it's not a television, exactly. You know what? This is not a theatrical piece. I'm not on Broadway, this is a conversation, even though it's 10,000 people. People applaud, people laugh, or whatever, respond to that. and let me tell you something, you tell…the most important thing is you tell the audience that you're present, that you're with them right here and right now. And what does that help you to do? [[00:15:30]] To show that you care.
– [David] And do you pay attention to people who they are like that?
– [Maurice] Well, I call those the sourpusses. Right, they have a sourpuss interface. And what I do is…well, when I first began…let me tell you something, when I first began that threw me. And for some reason, don't ask me why, but the human being will concentrate on the person not having a good time. I think it's our self-confidence, that we want to win that person [[00:16:00]] over. Well, if you try to win that one person over, what about the other 99 that are enjoying themselves? So I say you leave that person behind, I'd rather have you concentrate on the cheerleaders and the people that want to be there.
In fact, I just I just did a corporate speaking of the other week and there was a few people in my audience that, my gosh, it looked like they were winged on a pickle, they had such a sour face. And I said, “You know what Maurice? You are here for the people that want to be here, so concentrate on your cheerleaders, concentrate on the people [[00:16:30]] who are straining to understand what you're saying, be there for that.” And then I forget I was in Santa Barbara, California, I was giving a presentation or a corporate presentation. And this woman was sitting right in my sweet spot, I remember she was sitting center-center.
So every time I looked at the audience, who was looking at? This person. Every time I made I thought a beautiful point, a major point, she made a face like this. She rolled her eyes backwards. I said, “Oh my gosh,” every time. And then I'm thinking to myself, “how is it possible that every point I was making [[00:17:00]] was wrong or questioning or was it was not correct?” now, I couldn't help myself, but I looked…I usually don't look at those people's evaluations, but I looked at her evaluations. And David, you know what her evaluation said? “Maurice was the best speaker I ever attended. His content was clear, I totally understood was what he was talking about. I can't wait to tell Maurice to come back to our office.”
– [David] Yeah and it was my next question. sometimes in my speech I'm surprised because I saw body language and I'm totally wrong, because [[00:17:30]] at the end of the speech, people they come, “Thank you very much, it was great.” And sometimes I want to I want to pay to the seminar and I was thinking, “Oh, what I don't understand.” And how do you do with that?
– [Maurice] Well, I think we have to understand that we as speakers will never figure out what the audience is thinking. You had the same [[ 00:18:00]] examples I did. See, they had a totally different reaction. So you know what I think it is, this is my theory, that we're so entertaining, we're so informative and we're having such a presence with them that they lose track of their facial expressions. They don't realize that their facial expressions may be drooping. I'm sure that woman, I misread it that she didn't understand what's going on or she could even say, “Oh my gosh, what a great idea.” See, I had no idea. So our job is this, focus on the audience, not so much at what they're doing [[00:18:30]] or saying, especially if it's a negative, because we'll never understand that.
And what I suggested to beginning speakers, if that does happen, don't look at them, look at the cheerleaders, look at the people who are smiling, nodding and engaging you. I remember one time I was in Texas, I was in Texas. I'm a city boy, New York City, Los Angeles, here I am in the heartland, I'm in Texas, cowboy country. All right, I walk in, all business attire. People are walking in with denim and cowboy hats, and all that. Man, I was out of place.
I [[00:19:00]] began speaking, i did my scan, out of 100 people I had one cheerleader. And she sat all the way in the back. and now as I was going through it, all I was thinking is like, “Oh my gosh, this city boy is trying to tell us how to do business?” Because I had such sour people in the audience, but every time I got a little off-kilter, little off-center, I would look at my cheerleader, she would smile, she would nod, and I would smile a lot and it would calm me down.
And I went back into conversation mode. [[00:19:30]] I went back on focusing on my audience. I continued to do that and you know what happened? Another cheerleader popped up, another, another, another and until I owned that audience. So again, what we've got to do is we've got to look away from those people because we can't figure out what they're thinking and concentrate on our cheerleaders.
– [David] The main thing you say is to keep your energy.
– [Maurice] Keep your energy throughout, do not look at…but that's what I'm saying, if you look at those people, they will drain your energy. So by looking at the cheerleaders, again, will keep your enthusiasm up because [[00:20:00]] you're feeding off of their enthusiasm. Your enthusiasm goes up, your audience's enthusiasm goes up. The audience's enthusiasm goes up, you…so it's like I guess we're almost both of us are contagious, we're contagious to the audience and the audience could be contagious to us as well.
– [David] Great, I love that. So you are taking about the fact that at the end of your presentation, you know how to set the next…what are your advice to…it's not [[00:20:30]] so easy for everyone to…I know that of course from speakers, they are easy to share message, to give, and when they have to ask or to sell, it's very hard and they don't do or they do bad. What is your advice?
– [Maurice] Well, in fact, at my three-day intensive discover your million-dollar message, that's exactly what we do. [[00:21:00]] Again, I want you to be informative, I want you to be fun, but I also want you to create that transaction at the end of your presentation. I had a client, you know what her stage was? A coffee shop. Should be standing in line at a coffee shop and since she was so clear with her message by following that 26 point template, she led her audience…and it could be an audience of one, on a verbal journey. And that's my advice.
Take your audience on a verbal journey that it naturally leads to that transaction of your product, your book, [[00:21:30]] your services, even your charity. So by the end of it, the people are asking, “So how do I work with you? How do I continue to do this?”
– [David] Let's take an example with my speech, because one of my goal is to do speeches in English in the USA. So let's imagine that they do I speech in Los Angeles in six months, I can do that. And about self-confidence in two hour of speech, [[00:22:00]] yeah. So what do I have to do?
– [Maurice] Okay, you're asking me to boil down my template in the next few seconds and all to my best. What you do is you present an introduction right when you begin the speech. And a lot of people don't misuse that introduction. That introductions to make a connection with your audience, that to make as big a connection with the audience as possible. But we have to understand this, not everyone in your audience wants your product or service. I'm sorry to tell you that, David, but not everybody. [[00:22:30]] But now through the body of it, we're going to bring them through this…through what I call golden nuggets.
You're going to share various aspects of your next product. So you have to be clear in mind what is your next product. I always ask people that…
– [David] Two days seminar for me.
– [Maurice] Okay, so for that from the two-hour seminar, you're going to up-sell them. The terminology we use is ‘up-sell.' so your up-sell is the two-day seminar. So you have to be crystal clear what your audience is going to do at the end of this [[00:23:00]] presentation. So for you it's for them is to invest, to sign up for your two-day. So as you're going through the body of your speech, you're going to use examples, you're going to use points from your two-day. Why? Because you're going to let the people experience your two-day, so that when you go into your close, you make sure you have a clear concise call to action.
So your topic is self-confidence, yes?
– [David] Yeah.
– [Maurice] So you've introduced the idea of that self-confidence [[00:23:30]] will help you to be successful. Then you go through the body, you share golden nuggets with the people of various techniques from your two-day. Various results that people have gotten from your two-day, various things that people can learn at their two-day, you give them a taste of it. Then what have you done? You've naturally set up your two-day, so that when you go into your close, you invite people to say, “Hey, if I could do this in two hours, imagine spending two days with me?”
– [David] Do you say that?
– [Maurice] I say that exactly, that's a great, if you're more than welcome to use that, [[00:24:00]] that's what's known as a script. “So if you've enjoyed this, how many of you enjoyed this?” You get a reaction from the audience, you get in this conversation…
– [David] You ask how many people?
– [Maurice] Yeah definitely. Let me tell you something, the greatest tool you could use is questions, because it involves the audience. You want to involve the audience. Remember when I said you want to bring the people on a verbal journey? Well, you want them to experience…this is key, you want them to experience your two-day in that two hours, and it's possible. The gift of public speaking is allow [[00:24:30]] people's imagination to walk in your imagination by the examples you give, by the stories you tell, by the facts and figures that you give.
So you give that information, you give them a taste of it, you let them experience so much that they want to continue working for it. And simply put at the end, as soon as you finish the body, at the end of it, people should be thinking this, “Well, if it could happen for David, it could happen for me. David, how do I do it?” “Well, it's easy ladies and gentlemen, [[00:25:00]] join us at our two-day.” And then you go into and you tell them exactly…now, this is key, you tell them exactly what they need to do to work with you.
Be it males or females, for some reason we have a little bit better version for asking for the money, asking for the sale. Well, I don't think you're selling snake oil, I don't think you're trying to be harmful to people, you have something that's going to make a difference in people's lives, yes?
– [David] Yeah.
– [Maurice] For the positive, you can help them be successful, yes?
– [David] Yes.
– [Maurice] Well that's it, you're helping people to make a difference in their lives. [[00:25:30]] So why wouldn't people want to make a better…to better their lives, to be successful? And you have a two-day that will help people to do exactly that.
– [David] And yes, it's great, thank you very much.
– [Maurice] You're welcome.
– [David] And about the objection, right, do you say is objection?
– [Maurice] Objections, yes.
– [David] Do you prepare it? How do you avoid objections, for example the price?
– [Maurice] Well, another great question, I love this. [[00:26:00]] What you do is when you bring them on this verbal journey, let's be proactive, so when you do your homework about your topic, not only that about your two-day, your up-sell, you're going to know that there's usually generate anywhere from two to three objections. I don't have the time, I don't have the money and is that really for me? Well, guess what? As you're going through the body or a speech, the golden nugget you're sharing, you're going to show them the value, you're going to show them the value. In other words, not about price, you're going to show them the value.
Because if I came in here with a beautiful Lamborghini, [[00:26:30]] a 2014 Lamborghini, I say I'll sell it to you for \$10,000. Let me tell you something, you're going to find a way to put together \$10,000, because why? The value is there. So that's why I called it a million-dollar message, to you it's got to be worth, it's got to be that that worthy, that valuable. Why? Because no matter how much it is, be it \$97 to \$1997, I'd be willing to invest that to have that million. [[00:27:00]] To make me feel that way to get that success.
So during the body, you're going to show them the value, not only that, you're going to show them that it's worthwhile their time than the investment of their time as well as their effort. So no matter where you speak in Los Angeles, people will make a track, people will make a beeline to exactly where you're speaking. And you could do that all within two hours. And if I may add, you can all do that all two hours with my template.
– [David] It's great. And do you have a maximum time for speeches? [[00:27:30]] For example, for a conference, do you have a maximum of length?
– [Maurice] But I can look at that question in two ways, one way is just pure length, how much content do I want to share with people? So you can go anywhere from 20 minutes to 90 minutes, to a half day, full day, two-day, three-day. Again, that's what you want to deliver to the people. But the other way I look at that question is this, how much time do I need working with people to get the dollar amount for that up-sell? So let's say for example, [[00:28:00]] your up-sell is \$97, well, you could probably do that in anywhere from a 20-minute presentation to a 90-minute presentation. Why? Because that's how much time you need to get into the person's psychic. To get them thinking that they should be investing in that.
But let's say you have a product that is \$10,000, I don't think…unless maybe you could do it probably, but I don't think 20 minutes is going to convince the audience to invest \$10,000 in you. So maybe if it is [[00:28:30]] a \$10,000 investment in your up-sell in the next product, I might need a day, I might even need two days depending upon your skill level. You see the difference?
– [David] Yeah.
– [Maurice] So it's the how much content you have, that's how long it is. But also you got to take into consideration how much is your up-sell? If it's a few dollars, hey, you might need a few minutes, but if it's a lot of dollars, you're going to need a lot of time to get into the person's psychic. To get into them, to break down those walls of objections, those walls of resistance. [[00:29:00]] I may need to spend some time with you to do just that.
– [David] Yeah, it's great. I love that. And in your audience, you have different people and maybe you have one kind of clients who attend usually to your next project. So when you say do you speak to only these kind of people or to everyone?
– [Maurice] Again…
– [David] Let's take an example, [[00:29:30]] in my audience I have 30% who are entrepreneurs, let's imagine that I want…that usually I have 60% of entrepreneur during my seminar. Thirteen percent in the two hour and 60% percent in the seminar, do I have to speak especially to the entrepreneurs?
– [Maurice] Well, again, you have to figure out who your audience is. In other words, let's say [[00:30:00]] your product, your true product is the two-day. And through your experiences, you notice that the majority of those people are entrepreneurs, and now this is just pure sales 101, known as the sales funnel. So the people that I put on the top of the sales funnel, yes, I want to reach is big an audience as possible. But let's not make it trickle down to one or two, let's make your two-day packed with people. So why not fill your intros, as I call them, your intro sessions with the people that are more likely [[00:30:30]] to invest in that?
So we have to do a little bit of homework for the beginner speaker, we may have to go that go out their trip and fall flat on our face to find our audience. For example, for me my audience is business owners, are already in business, are also speakers, beginners or experienced, as well as authors. Now, people say why authors? Well, they have come out with a book and they don't realize that's half the battle. You have a book, it comes out, well, now you've got to go out there, you've got to do the speaking [[00:31:00]] tours, you've got to do the book tours and present your book. Not so that people enjoy what you're saying, but simply for people to buy your book.
And I have a lot of authors that come through, I have one author that came through. She did a whole speaking tour and didn't sell single book. She worked with me privately, one-on-one, I showed a few techniques from my presentation and she went to selling 99% of the people in the room. Why? Because she was clear who her audience was. Not only that, she was clear what her call to action is. [[00:31:30]] I know about people but I know that they have something to transact, to sell to the next person.
So let's help yourself with that, who is your audience? If you feel that it's entrepreneurs, then in your marketing, in your intros, you're going to speaking in entrepreneurial terms, using their vocabulary, their verbiage. So that would it naturally attracts those people, so that you feel your audience. Why? with the audience, it's more probable to go to your two-day.
– [David] And yeah, [[00:32:00]] I have a question. Do we have to choose our vocabulary because of…for example, let's imagine that in my two-days I have only 10% of entrepreneurs or maybe five or six, but in one of my…I want to have more entrepreneurs. So do I have to adapt my speech to the fact that I have only 5% who don't speak a lot about [[00:32:30]] to entrepreneurs or do I have to speak because I want to have in the future and audience of entrepreneurs?
– [Maurice] Yeah, again, we can create our audience definitely, by how we present ourselves. Again, there's that speaking thing again, the way we present ourselves to the world. So I'm talking about your social media, your blogging, your videos and all that. Yes, you should use the terminology and all that. I came up with a phrase called ‘resultant words and phrases,' ‘resultant [[00:33:00]] words and phrases.' In other words, what are the results…what do you think of the results that entrepreneurs want as opposed to construction workers? Those people or other people that you may not want in your audience and all that who may not be of service to your message.
So let's say you're of service to entrepreneurs, so what are the results in words or phrases that would spark the interest of entrepreneurs?
– [David] Growth…
– [Maurice] Success, being on your own, being the best person that you can be. By putting that languaging in your [[00:33:30]] speaking, while other people might not be so interested in those results but who would be interested in those results? The entrepreneur. So yes, when you're beginning out, you're going to feel your way and if you want a particular audience, yes you have to start using that verbiage, the lexicon, the words that your particular audience would do. I'm talking about everything from your marketing pieces, your flyers, your handouts, to your social Facebook, Twitter, LinkedIn…
– [David] Focus on what you want.
– [Maurice] Yeah, focus on what you want and you will attract it.
– [David] It's great. And [[00:34:00]] do you like TED, the talks?
– [Maurice] Well, I'm proud to say that this past…well, last year, spring of 2013, I was invited and I am a TEDx speaker. And that is what we call the speaking business, a feather on our cap.
– [David] What do you mean?
– [Maurice] A feather in the cap means, in other words, it's a great honor you have that. In other words, this is something that we looked to achieve because it's by invitation only. And I'm proud to say that I am a TEDx speaker. And what a great experience of the TED [[00:34:30]] organization is. Collecting the best minds, people of thought, people…
– [David] I love them.
– [Maurice] And I highly recommend not only to be a TED speaker, but also to watch all those speaking. You want to learn how to be a better public speaker? Watch other public speakers. You can learn a tremendous. so yes, I'm proud to be a TED speaker, I encourage all speakers out there to try…
– [David] How long is your speech?
– [Maurice] My speech usually…the TED [[00:35:00]] organization asks you to speak from anywhere from 12 to 15 minutes. But I believe in the KISS method, keep it short and simple. So mine was about 10 minutes long. See, I use a little…this is a little inside thing, I use a little psychology there, because as people click through the videos, I think the majority of people look how long the speech will be. And if they see that it's 15, 20 minutes long, well, who wants to sit there for 15, 20 minutes? But when they see my video, my Maurice DiMino video, they see 10 minutes. “Oh, I got 10 [[00:35:30]] minutes. I'll watch it.” And people are slowly watching my video.
– [David] And do you see a…do you measure the difference?
– [Maurice] Now, while I'm watching the views, I encourage people to go to the TEDx YouTube channel, look for me, Maurice DiMino, click on. And I would love to know everyone's comment about it. And my message in that was quite simply this, why do we look for extraordinary circumstances to influence us? Each and every one of us has that unique experience, [[00:36:00]] past-life experience. We don't need tragedy, we don't need great success to push us forward. My simple message is that each one of us has that little spark, has a little flame inside of us to be successful. What is your flame? What is your spark? That was what my video was about.
– [David] It's great. And how do you…because for example, for me and I do a lot of long seminar and long hours, and training. And the short I do it's two hours, [[00:36:30]] so it's a challenge for me to speak for example 10 minutes, because it's my introduction, 10 minutes.
– [Maurice] Exactly, yes. For me, it takes me just 10 minutes just to say ‘hello.'
– [David] Yeah and it could be an amazing challenge for me to not only talk in TED talks because we have a TEDx or so in France. But one of my amazing girlfriend is serious to do a TEDx in English, so how [[00:37:00]] can I do to build a short speech like that? 10 minutes, 15 minutes.
– [Maurice] But what is your core message? Distil that down to one sentence. You see, this is what I love about public speaking. I don't know if it was Mark Twain whoever said this, “You want me to speak for an hour, give me five minutes to prepare. You want me to speak for five minutes, give me the rest of the day to prepare.” Why? It's really difficult to really pare down, to really get down your message into a few [[00:37:30]] concise phrases, but it is possible. No matter what language you're speaking, be it French, English, whatever it may be, there's certain ways to save in a called for way, there's certain ways to turn a phrase…I call them dynamic sentences, those within one sentence, there's a lot going on.
And one way to do that is by reading. Stephen King, fantastic author. I'll never forget reading his books. They asked him, “How does one become a great writer?” And you know what his answer was? “Start reading.” You want to become a great speaker? [[00:38:00]] Start watching, start listening to the speaker's. See how they turn a phrase and always how they say something. How they bring it down to just a few sentences as opposed to a few paragraphs. So I want you…David, I want to take your core message right and then slowly develop in a clear concise way and really watching the time to keep it to 10 minutes. Even though they give you 12 to 15 minutes, you're going to write a 10-minute presentation. It is doable with an open, body and close.
So your open may be two sentences, [[00:38:30]] your body may be two or three paragraphs, your close is going to be maybe three or two paragraphs. There's a way to really pare it down, to really cut it down so that you're giving clear, concise facts, a quick story here and there, not the lengthy story that you have in your back pocket. But what's a short story that could illustrate that point?
– [David] And do you have to add humor?
– [Maurice] Sure. You don't have to add humor, the reason I said ‘sure,' because I think you should. Audiences [[00:39:00]] react to humor. Now, it doesn't have to be that has to be a big belly laugh, that they'd be rolling in their seats, but even if it's a slight grin, if it's a slight…to relieve them of the pressure of what you're giving to them. So if you can add a humorous look to something, how you look at something with a little funny view, that's good enough. So yes, you should as a little bit of humor if you can.
– [David] And there is…there are a lot of ways to start a speech, by a question, by humor, [[00:39:30]], how do you choose?
– [Maurice] Well, depending upon your audience. And only that I think the determining factor is your time. You've been asked to speak someplace, be a TED, be it on a service organization, at a corporation, the biggest question is…the most important question you ask your host is this, “How much time do I have?” Based on how much time you have, that should tell you how to begin it. And I'm so glad that you said to begin it, what I call them is attention-getters. For me, I teach my people from now on, [[00:40:00]] you'll never going to begin your presentation with, “Hello, my name is,” because all…everybody uses that. mediocre average speakers do that.
So instead, we want to capture our audience, we want to capture our audience's attention as quickly as possible. So you may have mentioned the best way to do that is by asking questions, telling a story, making a comment. You see, had it begin with, “Hello, my name is Maurice DiMino,” by doing those things, we gather their attention. Now, based upon how much I'm given, [[00:40:30]] if somebody gives me 20 minutes to speak, I may ask two quick questions to gather everyone's attention. If I have 60, minutes, I may make a comment. If I have 90 minutes or I have a half a day, I may tell a story. Then after those points, that's when I introduced myself.
– [David] If I can start, “How could be your life if everything was possible for you?” Something like that?
– [Maurice] Exactly.
– [David] And it was a as question, “And [[00:41:00]] then what are your…?” In 10 minutes, do you give tips or do you give only one message? Because when you see that there there's different…the talks you have, I don't know if you know that if you listen to the talks, How Great Leaders Inspire Action from Simon Sinek? The whys or hows, you don't?
– [Maurice] I'm not familiar with that one.
– [David] It's great. So it is a system, [[00:41:30]] you have some…he talks about the eight words to success you have always hear about. It is a question like why we do what we do? So how do you choose between a system, only one message to remember? Or three keys, eight keys how many keys do you choose?
– [Maurice] I believe that when we're speaking, especially if it's like 10 minutes to 12 minutes, I would rather go deep in a subject that wide. [[00:42:00]] Why? Because it's just part of human nature. Human nature…humans cannot take a list of any items three or greater, they can handle a list of three. So if I'm already talking about eight things or 10 things, I may have lost my audience. So for me, I would rather go deep in a subject. And I bet if you really look at those videos, yes, they say there's a system there but it's a system about one thing. And what they're probably doing, they can either share all eight of those systems [[00:42:30]] but they're clear, concise with those steps. They're not going to go really wide with those steps, they're going to go deep with those particular steps or they may choose two or three of those steps and go really deep.
So what I suggest to my clients is that if you don't have a lot of time to speak, I'd rather go deep. Give that audience that experience, than to go wide, very shallow and they have no idea what you're about, what do you mean.
– [David] Great, did you do ever do some radio or something like that?
– [Maurice] Radio?
– [David] [[00:43:00]] Yeah.
– [Maurice] Back in the day, I was on New York City Radio, I was a DJ, late-night. Another great experience, so that helped me with my vocal quality, to be clear with my message. So yeah, if you can be on radio or now we have the internet, you can have your own internet radio.
– [David] Yeah, I was asking that because sometimes in radio or a TV show, you have three minutes, it's a very…[[ 00:43:30]] how to have a great impact in maybe three, four minutes? For example, another example, when you are at in a entrepreneur meeting, someone ask you, “Yeah, everyone present yourself.” How do you choose what you say in your speech in one minute, or two minutes or three minutes? Yeah, what do you do?
– [Maurice] Well, for the for those meetings that you talk about, I teach this thing called the Verbal Business Card. [[00:44:00]] That was if somebody came up to you or somebody says, “Hey, introduce yourself to the audience,” you have one minute to do it. Well, a business card is not big, it's not 8 by 10, it's not 9 by 12, it's a simple little card. So in a one-minute, we can present our message. And what I did is I distilled my million-dollar template into three or four points that we have to share with our audience.
Same thing, we got to get the audience's attention. I'm sure you've been to plenty networking events or entrepreneur events that everybody goes around the table and what do they do? “Hello, [[00:44:30]] my name is,” forget that, get a person's attention, ask a question make a comment. Again, I only have a minute, I can't tell a story, so I'll ask one quick question.
– [David] For example, what do you…what can you asked to present yourself during a meeting?
– [Maurice] Well, for me, I say something like this, I make a comment. “Imagine taking the number-one fear, public speaking and making it your number one asset. Hello, my name is Maurice DiMino, with a million-dollar template.” There, I've already started speaking, I've already introduced myself.
“I have a client [[00:45:00]] that she wrote a bid, she took my template and she created a bid that allowed her to make \$11,000 more than the next competing bid. Why? Because she had a clear, concise message. If you're interested in making a clear, concise message, see me after this meeting. In fact, if you just come see me, give me your business card and I'll give you a copy of my book, The Art of Public Speaking. In fact, if you visit me on my website, mauricedimino.com, there sign up for my newsletters, because then you'll be aware of when my next intensive is. [[00:45:30]] My name is Maurice DiMino, I am your million-dollar messenger.”
That's it, now see, in that we probably I'm sure when people watch the video, they're going to time that, but that's my verbal business card. So what did I do? I got their attention, I told who I was, but instead of telling you what my services were, what did I use? I use a story that illustrated my product. Right, I made a mention of the template, a clear, concise message. I talked about getting the results that people wanted, the dollar [[00:46:00]] difference.
– [David] So you used a story of one of your clients?
– [Maurice] Yeah, a real quick story. Now, that story…let me tell you, that story that I just shared with you, yes, a person did make an extra \$11,000 in a bit. In other words, they used my template to write it out. They made extra money. I don't know about anybody, everyone's interested in making more money, yes?
– [David] Yeah.
– [Maurice] So I found that story. Now, that story, it could take us maybe 15 seconds just now or I could convert that story to 10 minutes. [[00:46:30]] Again, depending how on much time I'm given. But that's key there, if you really want to illustrate to the people, tell them what you're about, yes, share a piece of information with them, but support it, illustrate it with a story. Human beings love stories. So I'm going to encourage you to become a story collector.
– [David] Yeah, I love stories also.
– [Maurice] Definitely.
– [David] It keep attention.
– [Maurice] Yes, definitely.
– [David] How do people can follow you and yeah, whether you want to present themselves?
– [Maurice] Well, [[00:47:00]] I encourage them to visit my website, mauricedimino.com. Being 100% Sicilian, I believe in the family. I believe that we're all in this together. So when they go to my website, mauricedimino.com, there's plenty of opportunities there to join the family, to get the newsletters, to find out what's coming up next. And I invite each one of your viewers to come visit me at my twice-a-year intensive, we do it every spring and fall in the Los Angeles area. It's called discover your million-dollar message.
And [[00:47:30]] what's unique about it is that on day one, we're going to go through the entire template, all 26 points. Now, it's not just me delivering theory, it's me delivering theory, I'll explain the template, but then I'll discuss two or three points from the template that I'm going to have you craft that portion. so by the end of day one, by the end of Friday, you will have crafted your million-dollar message, that's day one.
Day two we're going to talk about marketing, how do you get that message out to the world? I'm going to share my various tips and techniques. I bring in other speakers to share [[00:48:00]] how to go about marketing in that message. Then day three, David, this is the day that everybody loves. How to monetize, how to be duly rewarded, how to be compensated, how to be paid for your product, your service or even your charity.
So it's a complete package, everything that I know an author, or a speaker, or a business owner would need so they could take that preverbal question. When somebody asks you, “What do you do?” You know exactly what to tell them so that you're informative, it's fun and you create that transaction. You get duly rewarded because I know that [[00:48:30]] everyone out there, they want to be a winner, they want to take charge of their thing. And I can't think of a better way than to say it, than to speak it.
– [David] Yeah, it's great. it was great. thank you very much.
– [Maurice] Pleasure David, that was double pleasure, I enjoyed this.