People want to do business with people
On this podcast, Andy shares his view on the west coast, a great place for
entrepreneurs to start. He shares personal branding strategies and talks about how fundamentally important it is to get out of your comfort zone to be able to start building your business. Andy talks about social media and personal brands, and how to start creating content for your business from your personal accounts.
He also shares strategies on how to become a speaker and speak on stages all over the country to bring clients to your business. He shares strategies on how to become a great speaker and also on recognizing and dealing with the client's objections and turning them in your favor.
You will learn:
- About personal branding and how it has changed the world of business forever
- The importance of public speaking for business owners and to take the first steps to become a speaker
- How to get your first gigs as a speaker
- The four key factors to create value as a speaker
- How to start a client list for your business by speaking at events.
Follow Andy Audate on:
Website: https://andyaudate.com/
Instagram: https://www.instagram.com/andyaudate/
Facebook: https://www.facebook.com/andyaudate/
Twitter: https://twitter.com/AndyAudate
LinkedIn: https://www.linkedin.com/in/andyaudate/
Transcriptions:
Andy Audate
I want to change lives. I want to show people how to progress and their money. I want to show people how to progress their mindset. I want to show people how to progress in their brand so that way they can take care of their family, take care of the finances and experience freedom.
Tony Wagner
All right, everyone. Welcome back to another episode of the authors United show today, I got andy audate with us so welcome to the show, man.
Andy Audate
Hey, Tyler. Thanks so much for having me on your podcast, man, man, I know you, and I've been trying to get this out and about to your people, man.I'm so excited to go on your show with my dog.
Tony Wagner
I know, man. It's been a long time coming, so I'm ready to bring it. so to start us off, tell us a little bit more about you and what you do.
Andy Audate
Well, 25 year old entrepreneur, serial entrepreneur. I've been an entrepreneur since, since I was 19. And what I do is I teach people how to brand themselves, marketing themselves, market their businesses.So that way they can spread their message to a lot more people than one on one versus one on many.
Tony Wagner
Got it. Okay. So more branding. So let me ask you, let's start with this. How did you get into this? Like what, what happened before and what were you doing before you were doing this, that made you realize or think to start something like this?
Andy Audate
Well, what was I doing before at 19, someone who believed in me suggested that I open up a small business. So I opened up a cell phone store and I did very well on my stuff, but the reason why I even opened up the cell phone store was because I had a thought process that, that people in my, I come from an impoverished area where there's drugs, gang violence.
And bloodstains that stained the floor. And my thought process was that people who were going to work in the cell phone store would come through my cell phone store. It'd be like a filtration system where people come in work for me, learn about progression, learn about this mindset of positivity, listen to motivational and personal development.And people will leave after a certain period of time working for me that they would then literally change. I would literally be changing the environment that I grew up in. And I, within 18 months, it was very successful. I made my first million dollars in that cell phone store. And because I had this amount of money, I learned about branding my business by my actual business.
And as an entrepreneur, you got to see the trend as to how businesses are expanding out this. So when I saw the trend of my cell phone store, I saw what worked with what specifically worked. Now going to the new era of business in my transition, especially going to the West coast. I remember saying to myself in the, if you ever get a chance, this was really young.I'm talking about this was. 18. I said, Andy, if you ever get a chance to go to the West coast, you have to recognize that the West coast is where the trends start. Majority of the time for entrepreneurship, for business, the trend starts. So I remember in 2014 doses, the loose little a, what is it like a two, two pedal scooter.What is, it's like a segue that was really trending. I mean, it was the hottest thing back in 2014 and you would step on it and you can move forward and move backwards. And I remember it. We've seen the story of it. And it was essentially, it was these two dudes who went to China, who went to China, saw it in a market, brought it to the United States, marketed the product and then distributed throughout the rest of the country.But it started in California. So they got it from China, flew back to LA, then it then distributed to all the rest of America. I said to myself, ma'am what would have happened if I was part of that group, if I was the one that traveled to China and saw that. Or even better if I was in California, sorry.When it came to the United States and said, Hey, I'm hopping on this project. That's going to take this and make it go viral. So I recognize that being on the West coast, that's being on the West coast. You get to have different opportunities for the East coast now remind you. I was all doing the left side.I was all on the East coast. I wasn't around, I was touching the water. And when I moved to California, I saw the personal branding trends start recognizing that people want to do business with people no longer want to do business with companies. They want to do business with people.
Tony Wagner
You know what, man, it's so interesting.Our, our backgrounds are similar in the California respect. I remember literally having the same exact thought when I live in Miami, as you know, currently. But, when I first started out entrepreneurship, I lived in San Diego for three years. It was about an hour, hour and a half South of LA. And I just, I realized that's, that's the way it works.It's like things. Experimental kinds of things seem to happen more, at least in the entrepreneurs, ship world over on the West coast first. And then if they work and they start to trend, then they start to branch out into the other parts of the U S. so I, I just in general, you know, there's, there's some things with California living their taxes, but either way you are ahead of the curve typically with noticing things.So there's, there's a, that's a pretty big benefits of living there.
Andy Audate
Yeah. If I'm going to, if I'm going to talk to anybody from my bubble like that, that's that's, that is mentally in the same bubble that I was a couple years ago. Living on the East coast. I would tell them, I would say, get out of your comfort zone and not necessarily make California your home.
You don't have to make California home, but definitely start putting yourself in situations where you frequent different coasts. You know, so like I shared with you Tyler, when I started off, when when he started the show and he's told me that he was in Miami, I said, man, I would, I would be in there's a website.I'm going to get the website to your followers on skiplagged.com. I would travel from Miami to LA for 99 bucks. And here's an example I was in, I was in Hollywood. Hollywood beach. And I was three days old. I was working in Miami and in those three days I was off and the hotel was about 249 a night. So I had to pay $750 for a hotel or should I just pay $900 to fly to LA, sleep in my bed for two nights in that fight back.It's not another nightmare nine. So skipped black.com. If you want to travel frequently but get out of your comfort zone and travel East coast or West coast frequently, and start getting an understanding of both vibes.
Tony Wagner
Yeah man. A hundred percent. I absolutely love this. So let's go back to the phone store because I feel like there's more detail there.So like how, what exactly was happening there? How did you, and then correct me if I'm wrong, but you made your first million by 19 years old?
Andy Audate
No, I opened up the business and my team. It was by 21. So it took me 18. It'll take 18 months.
Tony Wagner
Okay, which is still unbelievable. I mean, by 21. So what, what was like the main service that was making you this amount of money? And then what, what, why did you end up I dunno, you sold the business or what happened with the, with that business in the end?
Andy Audate
So, so here's what, here's what happened. I worked for Metro PCs. I was a salesman, different metric PCs at, Oh, is it at one of those stores? So at 181 I got a job working for Metro PCs.
I worked there for a year and I was, I was fortunate to work right up with the top people at Metro PCs. I was fortunate to literally like the people that I was working right next to was the CEO and the COO operating officer. I'm at the home store and then they would have all these other locations distributed throughout the rest of the state, across like three or four States at the time.Now they're at like a hundred and something stores. And what happened was, as I was managing one of the stores, I'm 18, I got employees that are 36 that are forty, that 22, whatever. I started developing relationships with different vendors that were coming to Metro PCs. So Metro PCs and T mobile partnered up, and then they brought in these different vendors that included financing vendors and the one of the financing vendors I built a strong relationship with because.I was essentially the only one that cared to support this guy and hit his quota to find his phones. Cause it's the financing phones that didn't matter for us at the store, because it was just another way to make money. So I was 18 supporting this guy and hitting his quota. Then a year later, 19, I opened up my first cell phone store and then what the financing vendor.And I opened up my store across the hall from that mentor piece I worked at. So that vendor is walking by and says, yo, what's up, man, you got your own deal. Now I said, man, I got my own spot now, man. I said, Hey man, what do you think about getting financing in my store? And he says, man, that's very rare.That's very odd to do. Plus you have to be open for 90 days.at minimum and you have to be doing a certain number of volume, you know, all these different who how'd that Metro PCs as an, as an large organization partner with T-Mobile hats that, you know, 19 year old, black dude fucking with his, where his homeboy didn't have. But because I was pushing for him when I did do the deal, Metro, he ended up saying, do like a bypass override. And he got me up. He got me a contract to do financing and our, this financing was very special. It was no credit financing, so you didn't need credit. So all of our, all of these clients who were getting denied from T-Mobile or, or, or sprints, or having outrageous first month payments. Like for example, if you had bad credit, you go to a sprint to finance a phone. So you want an iPhone, you would have to spend 400 bucks, 500 bucks and you didn't have the money. Well, what happened? You would come across the street, come across the hall to me and you would apply. And they would say, okay, you don't have any credit.Your down payment is $40. And people were like, you're $4. That's it. $40. And then what my company would do, the finance company would pay us within 72 hours, the full amount. So it was a thousand dollars iPhone with a case and accessories. The client paid $40, but the finance company paid us a thousand dollars at full.And so we literally said what I said to my friends, I said, we are going to finance the block. We will finance the block. So we ended up doing this, that we finance thousands of phones this way, this specific way.
Tony Wagner
Wow, dude. I love that. That's a, that's incredible. So, okay. So I know, I know you started now, with the branding.Cause I think this always helps. Can you share at, and if you can't share the names, sometimes, you know, there's NDAs and stuff like that.can you share a story of somebody that you've helped with their business or their personal brand, whatever it might be from the marketing standpoint where they were, and then after working with you, where they ended up at and where they're kind of going.
Andy Audate
Well, I have a group of clients who are, who would have worked in the W2 sector. So their work, not the five. And then within 80 to 95 days, they've completely left that job. They've completely left that job and became a six figure speaker.
Tony Wagner
Wow. Okay. Okay. Speaker, this is huge because our audience is a lot of authors that want to be speakers.So let's, let's dive into that a little bit. How do you, well, first, what are the steps? How did they do that?
Andy Audate
Well, number one, you want to get your message, right? What is your message? No, my message is focused on one thing. And one thing only progression that when I did a poll on Instagram, and I said, I said, if you want to, if you want, if you follow me, how many times have you heard, who said the word progression over a hundred or less than a hundred over 90 something percent said over a hundred times, I've heard you say the word progression.
So you want to get your message right. And what it means. So that way, when people have an inkling. To receive your type of content. They go to you versus your competitor, or they, they searched up other people on Google. So you want to get your message, right? And number two, you want to have a certain look on social media because social media is the Avenue now to really get that confirmation or declination of where you come from.What's your message. What you're about. So what are the biggest challenges that I see, especially with. Brands are that they put pictures of like newer brands that they put pictures of their cats, their dogs, that children that have nothing to do in alignment with their business. Someone asked me recently and they asked me, Hey, I'm going, I'm entering a new sector in the business.I'm creating a new business in a new industry. So I created a new page. I said, no, you want to create that. You want to change up your content, that it's an alignment with your name. So you want to keep your name. Keep, keep your message clear and be very strategic with your content posting your content schedule.
Tony Wagner
Got it. Okay. So now with the speaking, so once the brand is created, Do you have any methods for like, how do you get the first couple of speaking gigs? Cause I kinda think that's the hardest part. Like, are you reaching out to speaking bureaus, reaching out to the conference coordinators? Or how are you landing these like first few deals to then, you know, keep it going to get to the six figures.
Andy Audate
Great question. So these five different Kronos are actually wanted to use, so people get confused that it takes money. Number one. Money money is an Avenue to have money. Money's an Avenue to get you a prostate you can pay to get on stage almost almost 95% of the time you can pay to get on stage. That's called a speaker sponsor now. But there's five different currencies that people fail to realize. So comes to number one is energy energy. Now, when I went from Wendy's, they didn't pay me for my time. They pay me for my energy. So there's people that get on my stage that paid and didn't pay and money, but they paid an energy. So if you're going to backtrack a little bit, I want your audience to write this down.There's five currencies. There's five ways to get up on stage and you have to pay all in order for you to get on stage. You have to pay, you must pay number one. That's going to put you up here with energy. So that's going to be like selling tickets. So when I worked for Les Brown, I didn't pay the pay cash.I paid an energy. So I paid for through selling tickets. So I put butts into the seats. Number two, are you going to paint a relationship? I had a speaker who reached out to me a couple of months ago. Now this dude's very popular, but back then he wasn't popular and he reached out to me. He said, Andy, I want to get on your stage.You know, I have a successful business. I think I'm very successful. I can add a lot of value. I've done a lot of money and sales and I want to support your audience. And I want to speak on the stage. I say, great. The investment to get on my stage is $10,000. Well, he said, okay, I didn't, I wasn't clear on the industry.So I don't, I'm not willing to invest $10,000. I said, okay, totally understand. Well, what he did was he introduced me to a lot of people that would take me years probably to make, to, to, to make those relationships I'm talking about with, with high level multimillionaires. with people who took companies to the billion dollar Mark, he introduced me to the right people.So instead of him paying $10,000, I brought him on my stage because he paid for their relationships. So you got energy, you got relationships. So he had to pay in money. He paid for relationships. Then you have money. Of course you can pay, you can pay $10,000 to get up on someone's stage.if the deals, the deals, right?Not. $10,000. Shouldn't just be the only determining factor it should be. There should be a lot of other determining factors in order for you to get off on stage. So you have relationships, you have, you have money, then you have barter so many times on my deals. It's not always about money. They'll be a barter.That is, that is relevant towards what I want and towards what the other person wants. So for an author, what you can borrow with is a list. That's an example. You might have a database of clientele and you might say, Hey, I have a, I have 45,000 people who are, I have 45,000 authors. Since that's your show.I have four to 5,000 authors who would like to turn into speakers. And, I'm willing to give you this list for a stage time. I'd say, hell yeah, dude. That's that's, that's a good deal. So you have barter, then you have, okay, then you have. What'd you get, you have energy, you have money, your relationships, you have barter a metaphor.What am I forgetting? The other one?
Tony Wagner
No, it's all good, dude. Honestly, just as you're thinking about it, this is really enlightening because I think that a lot of people, they just go straight to the type of getting paid to speak, you know? So, you know what I mean? Like they're not happy unless they make a grant or, and you hear the stories of like Gary B's getting paid 200 grand.For a,for a keynote or people getting paid 10 grand, which can happen. And it's very, very possible. but at least when you're starting out and even when you're not.
Andy Audate
like I know comes up with supply and demand, that's the only reason for that 10 grand at 1,220 grand. That's because of some, but by the way, the last one is going to be knowledge that you have knowledge specific knowledge that is beneficial to your audience, to that person, the audience that, that it truly desires you on the stage.So if you have specific knowledge like Gary B does. Or, yes, specific knowledge. That's what will get you on a stage, but to answer, to go back to what you just said about Gary being, getting paid, that's not realistic, Tyler, that's not realistic for the average everyday person.
Tony Wagner
Got it. Yeah. Well, I'm a big, I think I agree with you.Like, like if you build a brand like Gary V that obviously it's possible, but I do, I like the way that you broke it up because honestly, People need to think about it differently. Cause I actually know some people where they saved somebody and were offered 10 grand to speak and they can't pitch anything on the stage.Rather or they get nothing or they pay, but then they can pitch their service or product on the stage. I know a lot of people that would choose the second option because they know that they will, like what they offer to that specific audience in the room will convert higher than the 10 grand for an hour keynote.You know what I mean? So it's like, you got to think about this in all different types of ways, rather than just direct transactional. Like I'm coming to speak at your event. I'm worth five grand, an hour to speak, you know, like think deeper. Think about these other avenues.
Andy Audate
Well, there's three popular types of speakers and I created a fourth one.So the number one is going to be the keynote speaker, the keynote speaker as a speaker that gets paid to speak. So that person is going on stage. They get a feed to speak. That means you're a slave to the event organizer. I cue my bitch. Like let's just keep it real. Is that a cool tyler?
Tony Wagner
Hit me hard, man.
Andy Audate
Because it's easy for me now. I pay you $5,000 for a keynote fee. Or 10,000 or even 15,000. It's easy for me to say right now, you come over here and take photos with this person, with this group of people because they paid, you know, 500 bucks, 500 bucks extra. So they're the ones who paid you to pick your keynote for you.It wasn't because I paid you to speak on stage, man. I sold, I sold 10. I sold 20 VIP tickets to a man to come take a photo with you, man. So yeah. So I'm just straight forward with you. Me and Tyler, I had to deal with a gray card on you. Brought you brought it up. That card on the deal was for 75 was for 45,040 to have him speak on my stage.And what I was going to do is I was going to go to 15 dealer car dealerships and do this, that car did his thing. He made his name relevant here in Southern California. So it's easy for me. I would go to 15 car dealerships and I would pitch them at 5,000, a piece 15, I certainly 5,000 at 5,000 a piece for them to come to, to be a part of my event for them to be part of my event with grant Cardone at the hell item.So 45 grand is my cost to grant, but it brought me in, in an additional $30,000.
Tony Wagner
Got it.
Andy Audate
Do that. When I do that, I go to grant like in the contract, for example, it says that grants have to show up at the VIP dinner in the evening. Oh man, I had all these stipulations. I said, grant, I had to do this keynote.This duration of a keynote. And then he had to show up to the VIP dinner in the evening, and then he had to take photos with the VIP guests. So what ended up happening, man? What ended up happening was that the deal went sour because. They recognized what I was doing, man. And then they recognize what I was doing.And then it turned around to be like, all right, man, you know what we want? It was like $160,000 or something like that. And I was like, no, I can't do that. But 75,000, I wanted to do it, you got to understand that if you want to be. If you want to have control of your revenue, you should never have the mindset of going on stage, trying to get a keynote fee.Your keynote fee is not realistic. Number one, number two, it's not dependable income. Cause you're you're, you're over here trying to find the gig. You're like, Oh my God, I need, I need somebody to pay me, I just I'm calling. If you're, depending on this type of income, you're going to be a slave to whoever your master is, which is your organizer, because you're like, can you pay me a fee?I can't pay you $10,000 per keynote. Okay. Can you pay me 7,500? I can't do that. Okay. 5,000 please. Okay. I can't do that. Okay. 1000, give me something bad. Can you preach my flight? You know? Yeah. That's what happens in the industry. So I teach people not to do that but to be able to sell products and services on the stage as well.As create a funnel using the speaking engagement to create a funnel, to actually sell the high ticket program or services. And I can give you the game if you want.
Tony Wagner
Yeah, dude, he hit us with it. Cause this is a I'm telling you right now, these listeners man, their brains are going off right now. This is good.
Andy Audate
So here's what, here's what you do, you want to, you want to get your cash flow? This is cash a little bit so all you can do, I'm sure there's a better word guys that can do it for free. Well, what'd you get from your cash flow. If you're going to pay to get up on stage. So I even paid to get up on stage, but you, you get your cash flow and you go, you go up on stage, say, say you sponsored the event on the spot.The sponsorship is a thousand dollars. Let's just make a small, a thousand bucks. Once you get up on stage, you share value. You share your message, your why, your story, your business. I'm giving you people a game right now. MWSB you say your message. My message is about progression. The reason why I come from the impoverished area where people were not progressing, they were complacent.My story is this. I come from an impoverished area of 19 business owners, 21 million to get money moved to the West coast. My business is this. I teach people how to brand. personally, you say your message. You say why you share your story? You share your business. Then you say your offer at the end. Now your offer is I'm going to give you something for free.Now this is going to be super valuable. It could be like, I'm going to give you a three day course, that's going to teach you X, or I'm going to give you a three day video training. That's going to do this for you. And you put up on the screen and you say Andyaudate.com oil or Tyler Wagner or whatever your website is.com/offer for free whatever the website is. And as soon as they go there, it's very simple. It's very explicit what you want. You need their full name, phone number, and email address. That's what you need. You need the name, phone number, email address. Once you do that now you build a bullet list. See when people get caught up in it's either trying to sell at the event or trying to get the ego out there and like, Oh, I must stay and take a photo of me.Take a picture, know I'm here to support you. This is talking about I'm here to support you. I'm here to support you, but ain't making no fucking money. So I say, I say, put, put, put your thing on the board, on the, on the, on the, put your offer, your free offer on the screen. And everybody goes there. You can either do the scan option or the website.So people go in and opt in now they got their free thing on the next, on the next, what happens automatically on the back end is they can do an email sequence. On the back end, you do an email sequence. That's going to say, Hey, it was a pleasure connecting with you. Why don't we get on a call? I look forward to learning from you.So many people. What they'll do is they'll put the first, as soon as people opt in and schedule a call, man, that's too intrusive that nobody wants to schedule a call with you, but if they feel like they got an email from you and it's like, Hey, maybe he wants to talk to me. Well, it's automated. Okay, it's automated.So you go on the backend, then you get an email sequence the first day on the email sequence that says, Hey Tyler, it was a pleasure connecting with you and seeing you, why don't we get on a call really soon? I would really like to learn about you, see what you're up to? Can you schedule a call?So people go and schedule a call, maybe 50% of the group schedule a call. So here's the example, Tyler you're in front of a group of a hundred people. You send them to a webpage 50 out of a hundred, actually go to a webpage and put that information and get your free thing. Out of the 50, I signed up 25 of them to actually schedule a call with you.Now you got 25 new calls this week. You get on a call with each of them. It took either you or your sales team on that call. It's a discovery call. You're learning about them. You see what, which product best suits you. You gave them so much value upfront. It's okay to ask them for five grand. Now. So one person out of the 25 gave you five grand Tyler.Usually, if you're good, it's not one person. You might have six people give you five grand. And you don't want many people to get caught up on, on that, on that. I need a thousand dollars fee, but I can't, you know, pitch or offer you an end up missing on the backend.
Tony Wagner
So, this is the thing. Let's dial back to how do you actually become a good speaker?
Because I think this is the thing you've taught us the model, and I couldn't agree more, man. Like it gets to a point where I think once you become really good on stage and you're good at closing on stage and delivering value, sharing your message, it literally becomes like your business. It kind of gets to a point where it's like, How many stages can I get on?You know what I mean? Like that the more, the better. So what are your techniques or what are your strategies for becoming a better public speaker.
Andy Audate
Like the actual presentation skills?
Tony Wagner
Yeah. Yeah. Well, and like, in all honesty, like the conversion skills, right? So like, how do you, so you, so let's just say for instance, like me, you actually are very good for complimentary products.So if I were to like put on an event that helps people become successful authors, cause that's what we do. You would be a perfect person to also have. So it's like, Hey look. You just became an author. We just launched your book. Did really well and sold thousands of copies. Now you're a bestselling author. Now what's the next step? Well, one Avenue is to become a public speaker and then you would come in and speak. So, and say, you paid me 10 grand for that. How to ensure that you get a few clients from that, from that talk, like, how do you, what do you do on stage that gets people from the audience to move from their seats or purchase?
Andy Audate
You need to become a master one-on-one. So, one of many is when you're speaking and selling, before you, before you become a master, I'll give you the generic answer for it. Pre people in any industry you gotta become a master one-on-one. So, and when you become a master I one on one, and you're doing sales presentations, either on the phone or in person, you end up seeing what people's objections.The common objections are. So you start, you start seeing what people's common objections are and Hey, it's because of money. It's because of time. It's because of relevancies because of your credibility. So you, so you gotta, you gotta answer all those objections. So you start seeing a common denominator between everyone's objections.And for me, my objections could be, is typically my age. I'm 25 years old. And then people who are, who are my clients, typically, I'm usually the youngest person in the room. My seminars might have a couple of 18 year olds to 25 or 24 year olds, but it's a handful. The rest of them are over the age of 25, upwards of 70 years old.So one of my objections has always been my age. So I have to answer that objection when I'm on stage number two is the money. So I got to answer that objection, whether it's too much. And I got to show the comparison as to what they're getting.so number three is going to be the time investment. So I got to show, Hey, what's the actual time investment number four is going to be the eight.Can I actually, can I be the one that actually does that? Is it, is it something that is something that I can personally do? And so I answer all of this with what I've done, what I've done in the past with money, the investment towards what they're going to get in the back end and how confident I am with them.
Getting that in the back end, the tire, how small the time investment actually is the, what was another one? What was another one and Kenny, I can actually do that. And I share with them that it's a system and a system that's duplicatable. So you, you really gotta master one-on-one. And the way to master one-on-one is to master your sales call and your in person presentation.
Tony Wagner
Got it. I love that. So that's actually, I love that response. So at first master one-on-one and then master on stage, now question for you here. Cause I, I think I read, or I've heard this step multiple times and I might not say it correctly, but I think like the fear of public speaking. Is like the biggest fear across humans, even more fearful than like death.
Andy Audate
It is like some people would rather jump off a cliff rather than public speak. So that's awesome. We got to take advantage of that. I did a post yesterday on Facebook, I mean on Instagram. And I said, I said Fiat, F F I A D. Yeah, it is. Fear is a direction. So whenever you feel fearful, that's the direction that you need to go. So we feel fearful and public speaking. That's awesome because the majority of other people feel the same fear that I got to take action. That means that you can win over them. Me and Tyler, my confidence is fucking high as hell, bro. You know, this is our first time connecting, but my confidence is high as hell.And I share that with you because there's so many other people who are 25, 30, five, 45 that had been fearful of public speaking. And I took my job and I leaked into it. That leads into a horror that they're still thinking about it, man. I got the one up on all those people, man.
Tony Wagner
And I actually loved that Fiat because. It's true now it can be hard. It's definitely, it's not the easiest thing. Right. But I mean, I guess it's just, it's like mind over matter. Like you just gotta do it. Like some people would get like anxiety packed. Like it can, it can be troubling. Like, so what did you, I guess what I'm trying to do is go back to your first one.So. Did you, did you literally just jump in, you had the confidence or what were your first couple of ones? Were you nervous? Like how did you transition into now being so confident on stage?
Andy Audate
Excellent, excellent speakers on the best salespeople. The best speakers are excellent salespeople. So all you're doing.Look the speaker. First of all, Tyler speakers don't make money. Speaking. People pitch me that shit speakers don't make money. I got to share with your people. Because, especially, yeah, your audience is awesome, man. Speakers do not make money speaking. Okay, let me just put it out. Big guy. I might make a tee shirt out of that.Speakers don't make money. Speaker speakers don't make money from speaking speakers make money from sales, from generating revenue and the way you generate revenues through sales. And so a professional speaker recognizes that, Hey, I'm doing an hour presentation for this one person. I'm constantly doing an hour presentation, but it's one person.And in a week I worked 50 hours a week. It takes me an hour to 30 minutes to drive there. That's an hour and driving and plus an hour to actually work with a potential client. So that's two hours for one client. I work 50 hours a week. So that's 50 divided by two hours. That's essentially 25 different presentations, two out of 25 presentations. I make X. In rev in income. Here's what I recognize out of, out of 25 presentations. I made X what I did, I just did 25 presentations in one hour. So I put 25 people in front of me. Ooh. What about a hundred people in front of me? That's how you four X your income people get it twisted, man. They think like at multilevel marketing companies or different companies or different organizations, they think that people became successful and then they became speakers.It's the other way around people became speakers and that's what made them successful.
Tony Wagner
Yeah, this is amazing. Honestly, this is going to be so huge for our, for, our audience.Okay. So now let's talk about where you are now. Like, what are you currently doing? So how often are you speaking? How much of that, what percentage of that is due? And I know you're not, you know, you're paying to speak sometimes, so it's the backend. That's actually making the money, but like how often in one year are you speaking? And is that your main revenue source currently?
Andy Audate
Number of speakers don't make money speaking
Tony Wagner
From the backend. Like, I mean, is that where most of your leads are coming from the stages.
Andy Audate
Yeah from the stages you know, you could just speak in front of as well as online, the same thing that I'm doing on the thing that I'm doing on stage, I'm doing online.So I'm still funneling people online. So it's, it's a platform. So stage is one platform at many, the brands that I work with, I teach them about mass awareness, marketing and mass awareness marketing. The concept behind mass awareness marketing essentially is get on as many platforms as possible in the shortest period of time with the least effort. So now I'm on your platform. I'm on this, this platform right now, as we speak Tyler, I'm on Instagram live. As we speak, I got a group of people. That's looking at me on Instagram live. I'm giving them content. I'm going to take this content. That's why I asked you to put videos. I'm going to take my video and I'm going to put that on different streams.I'm gonna put this on my podcast. It's going to be on your podcast. It's gonna be on YouTube. So we're talking about mass awareness. So how many streams can people find me? Tyler? How many streams can people find? Tyler Wagner, Tyler, how many streams can we get on that symbiotic that the flows are hiding?What I'm going to do after this? I'm going to upload it online. Then I have a team who's going to cut. Cut it, dissect it. They're going to turn into one minute clips. This happens within a 24 hour time period. They're gonna turn into a one minute clip. They're gonna turn it into a podcast. They're gonna turn it into a long form YouTube video.They can put it on Facebook. They're going to put it on other platforms. Are they going to turn it? You gotta send them to an email sequence. I got a team for that. You want to build massive awareness marketing, get on as many platforms as possible. So when I speak. Speaking is another platform. So to answer your question this year, I'll be on 60 stages 60 stages.So almost on average, on average, I'll be on one a little bit more than one a week, but in one week I might be on four stages.
Tony Wagner
Got it. Yeah. Yeah, no, that makes sense and I like the way you're viewing it, you're viewing it as just another platform. and, and, and really what you do is you're multiplying your audience because you're at, and I look at it this way.So when you do get on stage, if you have somebody that works with the, in the audience or the events doing it, you know, you could give that person, your phone, have them do an Instagram live and Facebook live.also chop up the content and that goes to your, you know what I mean? So the stage is just one part and then it actually turns into 10 different avenues of content.
Andy Audate
Yeah, you here's the biggest mistake that I find: a new speaker, man, their ego flares up and they're like, Ooh, I'm on stage. Look, I had this one, this one event that I saw a speaker that I just trained and they get googly eyes. I love my, my. My people, my speakers that I work with, but some speakers get googly eyes.And I want to share with you do not get googly eyes. Googly eyes are when you get off stage and you have this abundance of people who are coming to you and they're like, Hey, I loved her talking. It's the first time it happens to you. And you're like, Oh my gosh, they want my signature. They want a photo with me.Let's take a photo. And Oh, they want my signature. Oh, they want my Instagram. Oh, they want my number. And they get, they forget why they're there. It's a business. You got to run it like a business.
Tony Wagner
Yeah this is amazing. So let's, if there's anything else you want to share, please do I, I feel right now, what I want to ask you is like, I know a lot of my listeners are pumped up at this point.
So where do people find you to connect with you, but also what do you have to help? the authors listening to this show, get to the next level with speaking.
Andy Audate
Look you what, when you start speaking, here's what's going to happen. Here's what's going to happen. Your business will truly explode. Your business will truly like your business will not, will not be the same.I promise you this. And then if you add this aspect where you hire virtual assistants, if you add that aspect where they're running your business in the background for you. Oh my gosh. Your business will not be the same. So here's some game power. What'd you, what you end up doing is you speak right. You speak, you get up on stage.You share that website. I told you, right. You shared the website and you've got the, you got the opt on the funnel on the backend. What happens is we have a system that allows it to go into right. That kind of name to go right into your CRM. And right then and there you're, you're, you're a team. You're a team, whether it be virtual or in house.They get the response, the optin and they call the person directly. They call the person directly. So within eight hours of that, opt-in coming in that person's getting a phone call and with that person in the phone call and that person being qualified saying, Hey, I love seeing that person on stage. My gosh, this was amazing.This was awesome. I love seeing that person on stage. I want to work with that person. And then your team says, okay, great. Let's get you started. And just right there, you're making sales back to back when you're getting paid that $5,000 keynote, you cannot do that when you're getting paid that $10,000 keynote, you cannot do that.So you lose clients. Now. Here's what happens on the backend is as you build relationships with your clientele, they're going to upsell. So they're going to purchase on a high level. So say you sell them a thousand dollars product, say out of the 25 people that sign up for the, for your, for your call and add the 25 half of them, sign up, sign up for a thousand dollar product. So you've got 12 people signed up for, I was not a product on the front end, by the way, on the front end of that, that, that funnel. After the opposite end, you made a $12,000 versus $10,000 keynote. So you made $12,000 on your, on your backend, but on the front of your phone, does that make sense, Tyler? So you got 25 out of a hundred people, 25 people are actually on the call. Half of them, half of them actually signed up for your funnel, signed up for your product, paid even thousand dollars. Now here's what happens after the completion or the fulfillment of that product, then they upsell and they purchase something higher.So let's say half of that actually purchased a $5,000 product. So six times, six out of the hundred people that spoke, six people actually purchased a $5,000 product. So now I say $30,000. This is where speakers are getting into a segment. This is where speakers are getting twisted. So I'm gonna run that math back for, for, for, not just, not just for you before your people.You spoke to, you spoke to a hundred people in front of the audience. You're on stage while you're on stage. You send them to a funnel, the opt in form that I talk to and I teach people how to do this. So I'm going to, I'm going to give your people an opportunity. So you go, you send them to the optin, the automatic, the automatic sequence on the backend takes place for them to get on the account.If it didn't get on their calendar, your team contacts them within eight hours. No worries. Everybody's getting on a potential call. Out of the half of the a hundred actually opted in. So you got 15 new leads out of the 50 new leads. Half of them actually schedule a call with you. So you got 25 people out of the 25 conversations that you and your team has.Half of them actually purchased. So that's 12 people at a thousand dollars. So you made $12,000 in the, in a couple of weeks from that one presentation. Out of that 12 people, half of them actually up-sold to the next product. So out of the club, people, six people purchase a $5,000 product from me. So six people, times 5,000 that's 30,000 plus the $12,000, $12,000 that you made in that one presentation, my friend, you just made $42,000 and it took you one hour to do that one, please do not take a keynote fee.My friend not take your keynote fee.
Tony Wagner
No, and it makes, it makes a lot of sense, dude. And I really think one of the biggest parts is in the beginning is just removing your ego because everybody's they do you're right. They got twisted.
Andy Audate
The biggest speakers I know are there for a purpose. Like I have some big celebrity speakers on my stage and you see them they're there.They're determined. They get value. Of course. That's the number one thing. That's the number one thing you got to give value to the whole entire audience, all the entire audience, but at some point there's a group of the audience that says, Hey, I really need to continue to work with you more than just this 45 minutes.I'll see you on stage. It's truly a disservice. It's truly a disservice and selfish. If you do not give people an opportunity to work with.
Tony Wagner
Yeah. Oh dude, I love that man. Cause I, I agree as well.because I think that's too, it's a mindset thing. So it's like, Everybody views it as like a pitch. And in reality, it's like, no, like I just got up on this stage, delivered a lot of value.And for some of these people out there, they might just want my team to do it for them or whatever it might be. Or maybe they want to go deeper into the not same thing with a book, somebody reads a book, they get a ton of value. And then they're like, Hey, I want to connect with the author of that book. I actually want that author of that book to work with me one Oh one.You know, and, and that's just how it goes. So, you know, I just think deliver as much as you can on the upfront. and then, you know, things kind of work out on the back end when you over deliver on the upfront right now.
Andy Audate
Here's another thing for your people tyler, don't sell books.
Tony Wagner
Can I hit me harder with books, man?
Andy Audate
Oh man, bro. The hardest time in my life was when I tried to sell books, man, I made so much money in the cell phone business. I came into this business. I think people are telling me, create a product. So my party that I created was books. I found I had to sell books. And then I ended up realizing that's what ended up making me go broke for like six month or five months.I quickly went back up afterwards, but man, I was starving. I was eating Oreos brother trying to sell books, man. I was eating Oreos. So, so, but, but the great thing that I pride myself on is my, my, my ability to have speed. I, I knew fast so once I figured out that something wasn't working. I quickly shifted and I had to figure out the new game. So don't sell books, the energy that it takes to sell a $25 book, unless your book is a thousand dollars. But if you, if your book is less than a thousand bucks, less than 500 bucks, don't sell it. The energy, I think, saw a $25 book man is the same energy that it takes. You saw a thousand dollar course. So you, you, you, you still got to qualify.You still got to greet yourself. You still got to qualify them. You still got to present? Why a book is a great book or a solution for them instead of I close the deal, you still got away from them for that credit card, you still got to type in the numbers on the credit card number. You still gotta turn the card around for the CDD code.You still got to ask them for their zip code. You still got to overcome objections like, Oh, you know what, let me think about it. Buy your book. You know, let me think about it. Oh, now I'd love to support you. Can you send me an email? You still gotta do the same energy. You got to just give the book away, man, because it's the same.If you recognize that as the same as you selling a thousand dollar product, my little son, I was not a product. So back in 2016, something run out of time. I did the math. I needed $10,000 to make, to make the money that I wanted to make for my standard of living that I needed. I needed just at least 10,000 to start off with.And I did the math. It was like 400 books. I needed to sell 400 divided by four weeks. In a month, I need to sell a hundred books a week. So in my mind being a new speaker, I said to myself, I need to work 40 hours to sell a hundred books. If I just do that, I'll be fine. Then I started going out with someone books, man, I'm over here. literally am like the dude that's hustling CDs in the hood. out of my trunk, I'm like, y'all gotta move for you, man. I got a book for you now. People are getting like, so like it's too much for them with this, just a book. And I'm trying to resell books that I already sold people. So like April already got two books from me.
I'm going to get a third one. Give me a good third one. And it was, and it's like, no, it's, it's easier to sell 10 units of a thousand dollars course than it is in the books if you need to make money. So, high ticket products don't sell books, give it away for free.
Tony Wagner
Yeah, I agree with you. And I'll tell you from our, from our experience over here.Is thatI definitely agree with you. I will say that with the books and I think the giveaway is actually very good. but what we have found at least from, from growing a brand, like we do very large launches where the books will sell. Like they'll get in front of millions of people, sell 10,000 plus copies and hit major lists like wall street, journal USA today.So I will tell you from like, A launch perspective. I do think it's a good thing to sell books and just have like a skyrocket of sales and you have the potential of hitting a bestseller list just from the brand of that., but I do agree with you that the money, even when you do that, even when you sell the 10,000 copies of the book, The money still more money is made on the backend.It is not directly from the royalties of the book.
Andy Audate
And I would, I would definitely not negate that type of strategy. The person that I'm talking to is the, nobody who, the person that I'm talking to is the person that sat on that couch wrote that book that doesn't have that wasn't a similar predicament that I wasn't.I'm not talking about the person who has, who has a million million person database. Who's going to be a potential wall street journal author, or who's going to be a New York times best selling author. I'm not talking about those people because even those people that don't finance, that it takes to even do that type of deal, you ended up not making a huge return on that deal anyway.
Tony Wagner
Yep. Yeah, no, no, I completely agree. Definitely with what you're saying, I couldn't agree more with like, you definitely don't want to be on the street with like a bunch of books trying to sell. That's not.
Andy Audate
I had that inkling right there where I said to myself, I'm going to go to strangers in the, in the, in the grocery store parking lot, because I'm a natural born hustler.So when I see what I had the mindset to do that, I said, Hey, that's what I'm going to do. I'm gonna go to a grocery store and I'm going to say, Hey, I got books for you. I got books for sale.
Tony Wagner
Got it. No, no. And I appreciate that perspective. So, look mate, tell the audience where, where they can fly with you in it.They want to go further with you. And what, what, how does that look? Where do they go?
Andy Audate
As far as building a brand and using virtual assistants to scale your brand and scale your business, you want to go to brand marketing summit.net brand. Marketing summit.net. That's a two day event where I share with you these specific strategies, and that's not, when you opt in, you're going to get something for free. That's going to be a little bit more in depth about what I just shared with you. So go to brand marketing summit.net. Again, that's a brand. Marketing summit.net. Even what I just did there, tolerant that comes from experience like how I repeated the website, like four or five, you know, that brand marketing summit.net.What happens is in the mindset and in the, in the, in the mind, people don't even recognize what words it was. It just recognizes the syllables. So, so in, in a couple of hours, they only know what I said, it's the syllables of their members. And then they ended up reminding themselves, Oh, what syllables at this pitch was all happening in the mind.I was so booze at this pitch. Okay. Brand marketing, summit.net. That's what it was.
Tony Wagner
Got it. I love it. Thank you again for coming on the show.
Andy Audate
Hey Tyler, thank you so much for having me and brother.
