Public Speaking and The 3 Phases of Business: Part 1

Public Speaking and The 3 Phases of Business: Part 1


It’s as if the SPINNING NEVER STOPS… a limitless amount of misinformation comes at you like a firehose to teacup. You’re confused, unclear & simply overwhelmed.

The world of business can be a really confusing place. And unfortunately, even when people spend $100,000/yr on grad school, they never learn how to get clients or be profitable in the real world. That’s a lot of cash for a little piece of paper. So hold onto your hat… because this is a ride you’ll remember forever… one full of PROVEN guidance on how to build and grow a profitable speaking business… this is PRICELESS. Read on!

We’re Mark and Shannon, a powerhouse husband and wife trainer team! In our first 10 months of business, we produced over $400,000 in revenue — without a website or even business cards. We’ve gone on to use this very same system over the last 4.5 years to build a multi-7 figure business.

Our specialty is showing you how to grow your business and reach more people through public speaking. And since those first 10 months, we’ve gone on to work with thousands of Experts, Speakers, Authors and Coaches to refine this system into a PROVEN methodology that anyone can use to grow a profitable business…. FAST. In fact, our client community (TRIBE) has produced over $16,000,000 (that’s MILLION) in revenue in their own speaking businesses using our “Speak Your Path To Cash System”… it’s proven… it’s simple… and it works! And today we’re here to show you the fastest way on planet Earth to attract high paying clients and grow your business!

Now, here’s the funny thing about business…. Everyone has an opinion on what “right” looks like. And sometimes it can get ridiculous. There’s a misconception that the value of your content is based on how long that content is. And that leads to these long, wordy, irrelevant articles about internet funnels, optin pages & click through rates. This article, gives you meat… no fluff… no opinion and no conjecture. Just solid business acumen that’s proven, deep and real.

We broke it down for you. No more lack of clarity… no more “spinning your wheels”… no more wondering if you’re just not cut out to be a business owner.

Just 3 simple phases. Or, more precisely, the 3 phases of every successful business — AND how to use them to build a sustainable business that blazes a trail for your future wealth and legacy.

We’ve coached a LOT of successful businesses, large and small, and have found that all the successful businesses follow this blueprint. And the businesses that struggle… really struggle, are lost in a sea of overwhelm and confusion from doing too many of the wrong things in the wrong order. At no fault of their own, they remain ignorant to the power of sequencing their efforts and it doesn’t even occur to them to use the phases of business to get profitable now.

So whether speaking or just looking for opportunity, if you’re wondering how to start a business or how to grow a business, read on and learn the how the 3 Phases of Business — can help you spread your message and paid well for your expertise.



Laying Your Foundation

Do you know why 89% of businesses fail?

There are a ton of reasons you can find all over the internet, from lack of funding to marketing issues. But the truth is, it boils down to one thing: the lack of a foundation.

We get it. You’ve got a GREAT idea. And you have to beat the competition to market or else you’ll lose your chance! But before you take action and monetize your idea… slow down, put in some work, and set up everything you need in order to really achieve your dreams. It truly is your fastest path to cash!

You’ve got a great business opportunity in front of you, which means it’s important to do things the right way and in the right order so that you maximize income (and impact) for the long term by setting up a proper foundation for your business. And the really interesting twist – this also allows you to generate revenue very quickly in your business and establish a public speaking system that positions you for serious wealth in the long term.

Step 1: Niche Clarity & Market Research

public speaking
Client Attraction is the goal. Setting up systems in your business that attract ideal clients to you everyday. Speaking is the fastest way to attract customers, grow your business & make a bigger difference.

Niche Clarity

What would it feel like to be crystal clear on the niche you serve? How would that instantly change your ability to step more fully into your calling and get paid accordingly for it? This is HOT… so pay careful attention as we go deeper.

There are many more questions to ask, but the MOST important question you want to ask yourself is this: Who is my IDEAL client?

If you don’t know who your ideal clients are, then there’s no way you can know what they want. And if you don’t know what your clients want, then your marketing message will be irrelevant.

Most business owners don’t understand that the most important aspect of attracting customers is… WHAT YOU SAY.

You HAVE to know what your clients want in order to find the language that will influence them. Once you find this language… your ability to attract high paying clients becomes practically effortless. It’s as if there’s this mysterious energy from far… far away… constantly steering ideal customers your way.

how to be a public speaker
Before you do ANYTHING else – DO MARKET RESEARCH. Here are some questions for you to consider that will help you uncover your ideal clients’ frustrations, challenges and language.

There is a laundry list of these questions you can (and should) ask, but start with these to really get a clear picture of who your ideal client is. And then comes the critical part …. It’s time to talk to them.

Market Research

We’re not talking Surveymonkey or online questionnaire.

We’re talking real conversations with real people who qualify as your ideal client.

FACT: Determine the specific problem you solve
for this specific group of people

This is important as it allows you to combine your knowledge, experience & wisdom with this market research to offer a solution that is truly unique in the marketplace. The answers gleaned from these “avatar interviews” (ideal client conversations) are then used to create the foundation of your marketing & messaging platform.

Over the years we’ve developed 37 psychologically driven questions that peel back the layers of awareness that reveal what truly lies in the heart of your ideal client.

Just think, how effective your sales and marketing will be when you know the frustration, fears, wounds, desires, and fantasies of your ideal client?

Are you starting to see how this market research invites intention and clarity into your business – making you unique & authentic in the marketplace? It allows you to authentically connect with consumers at the level of transformation… not just information.

Income and impact are instantly elevated with this low tech / high touch approach to understanding your clients… and it only gets better.

Your Marketing Message:
The answers you glean from your market research are then used to help you customize your marketing message. You can’t get more customized that using the very language patterns you hear over and over again from your ideal clients answering specific questions.

The Key to Effective Marketing is in the Relevance of Your
Message & the Specific Words You Use

The real gem in this market research are the language patterns that emerge from these interviews. People articulate their challenges & desires in remarkably similar if not even identical ways… allowing the specific words & phrases that resonate with them to be the backbone of your marketing message.

Finding the right message for your marketing can be one of the most difficult and enduring tasks of building your business as you attempt time and again to wordsmith your way to progress and results.

Market research makes this simple and effective. Once you’re clear on the specific group of people you serve, the problem you solve and the words and language they use to describe their circumstances… you’re equipped with the necessary foundation to build a long term, sustainable business as well as how to get profitable right out of the gate.

If you skip this step, there’s a good chance you’re setting yourself up for failure. The majority of businesses NEVER have this information in hand… those that do have this information are poised to succeed… and succeed BIG>

The point here – intimately knowing your ideal client & the specific problem you solve for them gives you a competitive advantage throughout the longevity of your business.

Why? Because people who buy… are consciously or subconsciously looking for a solution to their problems. Therefore, when you know what your ideal clients struggle with and the language they use to articulate that… your business is designed specifically as a solution to their problems.

Future Success is Practically Guaranteed
for those Businesses that Most Effectively Solve the Biggest Problems that is at the Heart of their Target Market

When done correctly – Market Research will glean ALL the necessary information you need to authentically and effectively attract the very best clients to you. As the backbone of your marketing message… you quickly earn recognition as a leader in your industry.


Step 2: Lead Generation – “Signature Talk Marketing”

how to become a speaker
Mark & Shannon answer questions from audience members at their premier event Big Impact Live

This is actually our favorite step. Signature Talk Marketing is the name we’ve given our system of public speaking that generates a FLOOD of ideal clients to your business all at once. Isn’t it time you ROCK lead generation and client attraction?  In fact, we’ve built a robust and thriving multi 7-figure business with small speaking gigs, starting with those in our own backyard!

Once you know WHO you’re talking to, WHAT you’re selling, and are ready to start, it’s time to go find your clients. And there is no better way to do that than through public speaking! Speaking and networking right in your own backyard can bring in more quality leads and clients than spinning your wheels with technology and trying to automate your entire business.  Most Experts, Speakers & Coaches aren’t experts in technology or online marketing and their businesses often struggle as they strive to learn and figure it out.

Like most, you’ve probably dumped money into Google and Facebook ads, tracking your analytics and pouring over the data without a clue to what you’re doing right and what you’re doing wrong. Or some “guru” is telling you to do this and you’re beating yourself up for not having the budget to “get online.”  And the truth is, NONE of this is your genius zone…

There is a better way…

Fact: You’ve got a story to tell an a message to share.

You’ve got experience that makes your voice necessary. Your journey matters and the world needs to hear your voice. There are a lot of people out there who are dealing with the same problems and struggles you went through at one point. And when you connect with them in person… as a Speaker… it’s electric! You can feel the rapport and connection from stage. And like magic… members of your audience become not just a qualified “lead”, but a future life-long customer.

We know this for a fact, because that’s what our business, Big Impact, Inc, does. We teach Conscious Business Owners just like you how to find your voice and answer your calling to get on stage and make a Big Impact in the world. Once you’re onstage, you’re by definition an industry expert, and using our proven system, you’ve got qualified prospects approaching you and wanting to enroll in your product or service.

Speaking is the fastest and most efficient way to create leverage in your business… right from the start.  We call it “Signature Talk Marketing” because a single talk that you get known for is all that’s necessary to create a following and generate 100s of 1000s if not millions of dollars in revenue. Other lead generation plans involve complex technology & sophisticated internet funnels that are expensive and time consuming.  Trying to learn technology or just “winging it” can mean huge losses for your business. Speaking is simple and when you have a speaking SYSTEM, your business is poised to consistently generate revenue quickly (plus it’s way more FUN too!)


Step 3: Master the Enrollment Process

public speaking
Inspiration is an advanced form of enrollment. Here Mark inspires the Big Impact Live crowd to follow their calling and make a bigger difference through Public Speaking.

Okay! You know who your target market is, you’ve found what sets you apart from the competition, and you’ve got your lead generation fine tuned and working working seamlessly….  now what?

Now you have to get them enrolled in your program or services.

Let’s get real – most professionals, entrepreneurs and especially coaches are uncomfortable asking for money. And the constant barrage of “easy button” promises and solutions by internet gurus perpetuates the belief, “I’ll never have to learn to sell.”

Hiding behind technology and avoiding the enrollment conversation is a real reason many businesses struggle or fail (lack of clarity runs a close second). Learning enrollment is far more effective and enjoyable than learning the old school salesman shtick that we all know and hate.

Most People are Highly Ineffective at Making and Keeping Decisions

Even the most amazing and brilliant among us will delay, put off, acquiesce and defer decisions… especially the decisions that would make the most powerful improvement to their life circumstances.

Mastering enrollment is fun, because it’s about guiding your prospect into making a solid yes or no decision. Standing for their transformation allows you to be a leader that is supporting them in getting unstuck and out of the status quo of indecision.  When someone says YES to working with you… this is where real change starts to take place.

This dynamic is a game changer… one you want in your business and life right now. Think about it… when you can be a stand for your prospect making a solid decision, one of only two things will occur:

  1. A solid and congruent “YES” lands you a client instantly and you begin serving them
  2. A solid and congruent “NO” means zero wasted time in follow up or chasing energy

The awkwardness of follow up seldom leads to a sale and instead usually creates a “chasing” energy that isn’t very attractive or magnetic. In contrast, your prospect will LOVE the experience of your detached need for a “yes” and will find themselves literally changed by a process that helped them make a new and empowering decision. In this scenario, you’ve left your prospect with a positive and inspired energy that serves their deepest desires and calling.

Excellence in enrollment is a more progressive and honoring approach to sales that feels good. You essentially help your prospect to no longer delay decision and therefore, they attach positive feeling of the process to you and your brand.  

Watch any episode of “Shark Tank” or “The Profit” and you’ll see that business owners struggle when they don’t have a clear path to mastering enrollment. Learning how to sell your services ethically and responsibly is essential to business and financial success.


Step 4:  Deliver your Hot, Juicy Program

how to be a public speaker
When done correctly, enrollment sets and manages expectations so that your clients experience more value in your Hot, Juicy Programs. Just look at how FIRED UP people can get when it comes to spending money with you.

You’ve got your people enrolled. Now you have to turn them into a satisfied customer and RAVING FAN. The most effective strategy to do this is through a solid transformational program that solves their specific problem, engages them in new behavior and expands their awareness.

The “Information Economy” is no longer the currency of our time.

We’re now in the “Transformation Economy” and people want the investments in themselves to lead to real and lasting change. Whether that’s a Nutrition Program designed to cleanse your gut, a Conscious Wealth Program designed to bring you economic independence or a Peak Performance program for increasing productivity… people want to know they will be guided through a specific process of personal transformation.

How to Determine the “Promise of Your Program: The “Promise of Your Program” Serves as a Beacon… a North Star on the “Specific Value” You Will Deliver in your Program

When you get crystal clear on what you will deliver (based on market research) and your new client is clear on the specific outcome they will receive for their investment, you are setting yourself (and your clients) up for success. You’ll delight in the use of data you uncovered from your “Mining for Gold” market research to determine a promise of your program that is quantifiable and sexy. One your ideal client will love!

For example, we’ve become known for providing our clients RESULTS and the promise of our main program Big Impact University is to “turn 10 minutes of stage time into $10,000+” Everything in the curriculum is designed to deliver solely on that promise… with all the bells and whistles… and NO fluff.

When you can deliver a powerful and predictable promise with your program… you’ve established yourself as an authority that surpasses the expectations of clients. This is excellent for your brand and is something you want to build into your reputation.

Transforming Lives With a 90 Day, 6 Month or 1 Year Program

As consultants and mentors to worldwide brands and small businesses, we’ve discovered that a 90 day program structured correctly carries real power to enact lasting change. Especially if you’re newer to business or have a high end product or service that you typically offer. (i.e. Life Insurance, Software, Financial Services, Business Consulting, etc)

In most scenarios, high end packages have a long sales cycle and require an extensive education and indoctrination process that can be frustrating and time consuming. How cool would it be to turn that very process into a dynamic and transformative 90 day product/program that essentially educates them to buy your high end program on the back end?

We suggest these 90 day programs are full of value and content. Delivered through a multitude of e-learning, digital, online and even live event modules and priced at a minimum of $2000.

Through time, with client engagement and experience you may find you are able to more effectively deliver on your promise with a 6 month or even full year program.  It also depends on the complexities and depth of education you provide. Allow this to unfold as you gain insights and experience working with numerous clients.


Step 5: Get Your Finances Right – AKA “Clean Up Your Money Shit”

public speaking
What “energy” do you bring to money & your business finances? A more empowering & playful association to sales, taxes and all things money happens quickly when you “make money your lover”.

Her sexy red dress opened slightly along the outside seam… revealing her toned & tanned leg. She looks into your eyes with those long eyelashes and that flirty smile… you’re spellbound… and want more.  

What if this was the energy you had with MONEY and she was your LOVER?!

Shifting the energy you are in before, during and after dealing with all aspects of money is the fastest way to improve your future income. Have you ever been so afraid or uncomfortable to look at your bills, credit card statement or bank balance that you just ignore it instead?

You’re not alone…

In Working With 1000s of Entrepreneurs Worldwide, We’ve Seen How Over 92% Allow Fear & Limiting Beliefs To Hold Them Back Financially

The relationship you have with money right now… is one you learned. You learned it from your parents… from your educational institutions… from TV and movies. And you can change that programming FAST by bringing in the energy of play, curiosity & sexuality.

Make money your lover doesn’t mean idolizing or attaching to it… it means take the initiative to remove any SHAME associated with money & replacing it with a playful energy that leads to new actions and a clean relationship of integrity with money.

At Big Impact, we teach our students to get “in integrity” with money. That means open your bills, look at your P&L, and make money your lover. Be present with your finances at least once a week so that you can make wise and informed decisions about making, spending & managing money. Having an ongoing commitment to a light- hearted even humorous approach to money is very effective and empowering.

Bringing humor into your finances frees your mind of “Stinkin’ Thinkin’” and will provide you with a more resourceful energy surrounding money.

So many entrepreneurs are completely out of integrity with their money… They carry HUGE credit card debts, owe a small fortune in back taxes, and won’t even look at their overdue bills because of the fear and physical discomfort those bills cause.

But as a Conscious Business Owner, you owe it to yourself, your business, your employees, and your clients to get in integrity with your finances. Have a weekly money date to get in integrity with money so that you won’t be triggered when asking for it in an enrollment conversation.

Basically, you have to get clean with your money.  

Heal your relationship with money if you want to be successful in business.

You must have a more empowering relationship with your finances, otherwise asking for money from investors or customers gets awkward, uncomfortable, and exponentially more difficult.

Prospects are mirrors or reflections of both the light & darkness of our own choices. When you have “money shit” it will ALWAYS present itself when you have an opportunity to make money. And when that happens, you’ll lose out on opportunities.This is a really great & profoundly deep part of our curriculum at Big Impact, but for now I just want to leave you with one question: How QUICKLY will you do it?

Get your finances right so that you can do right by your future employees, customers, and your business by honestly knowing and evaluating how you’re doing. Entrepreneurship has it’s own culture and language and finance is the backbone to all of it. Get dialed in on your money and embrace the lifestyle of entrepreneurship.  

That’s it for Phase 1 of Business. It’s simple skill acquisition and system implementation that focuses on profitability. Determine your ideal client, use marketing research to get crystal clear on the problem you solve, sex up your programs, packages and pricing. Here is where you commit to mastering enrollment so you have the life skill of acquiring clients for the longevity of your business.  Then use “Signature Talk Marketing” to attract qualified leads from small speaking gigs in your own backyard.

You know you’re ROCKIN Phase 1 of Business when you’re consistently making $10K per month (or more).  Stay tuned for the next blog post all about Phase 2 of Business: Leverage…


Did You Get Value?
Please comment, like and share this post with someone brilliant who needs support in learning the Business of Speaking. Ask us questions and look to us for answers right here. We believe in your and the impact you’re called to have on this planet. If we can support you in anyway please contact us.

8 thoughts on “Public Speaking and The 3 Phases of Business: Part 1

  1. Loving every part of this blog! Super right on and love the play, curiosity and sexiness you suggest bringing to the money relationship. It feels easy and light to make this shift! Thank you, Mark and Shannon!

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