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How to Do Seminars for Info Marketers (Transcript Available)

Fred: Okay. Welcome folks. We’re here for the weekly JV Partner Webinar and I wanted to spend the bulk of the time today taking with Bill DeWees. Bill, are you there?

Bill: I’m here.

Fred: Excellent. Good to have you.

Bill: Thank you.

Fred: Good to be had.

Bill: Yes it is.

Fred: So, what I am going to do is I want go get right over to – first over, let’s look at Bill’s Voice-Over-Training. By the way, have you been looking at your numbers in terms of search engine rankings?

Bill: It’s been a couple of days, but the last I saw, I think it ranked at number 20 in Google for Voice-Over-Training and my Bing numbers were like number 6.

Fred: Yeah. I saw that you had moved up substantially in Bing and the other ones, and so again hopefully now. Is Ermel already starting to do as magic, do we know?

Bill: No, he has not started yet. He’s running to a delay, but he expects to begin any day. He’s actually going to send you and I paperwork to look at, a proposal. So we can just sign off on everything, the keywords and such.

Fred: Got it. Okay. Sounds good. So anyway, can you see my screen now too?

Bill: Yes, I can.

Fred: Okay cool. So let’s go over – I mean, the nice thing is you now have total of, let me just see here because I noticed it’s how you do –this is your latest blog post. It’s also in your YouTube channel, right?

Bill: Correct, yes.

Fred: And if we look at this. I mean the cool thing about is, how many total videos this is up to you now for you in your YouTube channel?

Bill: It’s in 60s. It’s in 60s, I’m not sure of the exact amount, but it’s up there.

Fred: Yeah. So 60+ videos on, is it Voice Over Expert? Is that the…

Bill: Yes, correct it’s my channel.

Fred: That’s the expert on YouTube. Also, one of the things that I’d noticed is that and lets go over there now so people can check those out if they want, but the other thing that I was sort of curious about was the AudioBookSeminar.Org and one of the things that I found that was really workable, Stanley has not yet put the video which I have somewhere here that I can put up for us and let me just…

Bill: Oh, you’re fast. I just uploaded that a few minutes ago.

Fred: Yeah. What I’ll do, let me just see where that is. I think I got that somewhere. Let me just find in one second, indulge me here a second.

Bill: Sure. I don’t have it on this computer, but I can download it FromBox.Net.

Fred: I think that I have it over here. Let me just get it. It is the…

Bill: Okay. Oh, there it is, Audio Book Movie.

Fred: Yup. Audio Book Video Movie, yup, there it is. So let’s just go through here and then we can critic here for a second here because we’re – just a couple if I was just a couple of, if I was nitpicking, just a couple of minor things, but let’s look at it.

Bill: Okay. “Hey how are you doing? I’m Bill Luis, I’m the voice of projects for Microsoft, Verizon, American Express, Low Sears, Nestle, National Geographic, Warner Brothers. I’d literally recorded thousands of Voice Over Projects. It’s estimated that between 70 and 90%…”

Fred: Let me just stop here a quick. I think that I like all of this, but I think that the first 10 to 12 second should be something similar to a headline here which is, “Hey, I know that if you’re the voice of your business and if you’re watching your video”, yours is either l struggling right now. You’re looking for ways to make more money and make it fast. Well, then talk about who you are. So in other words, I would try and make the first 10 to12 seconds all about them and their biggest needs. Right now, it’s all sort about you and who you are. I don’t mind…

Bill: Yeah. More of the headline.

Fred: Yeah. I sure like the headline. So if you look at the headline here, sort of like, learn from a season pro. If you’d like to – and I might put it in a form the question, I’d say, “If you’d like to learn the latest and frankly the least understood or known blah, blah, blah, you came to the right place. My name is Bill Luis” and you can add that to it.

Bill: Okay, it makes sense.

Fred: So, I would do that and again, that is going to go right under this red type here, right at end of the headline and before the post head. That’s where going to stick it.

Bill: Okay.

Fred: And so then you were referring to this audio beneath here which is great. That’s fine, but I think the rest of the site is good. I think the way that we’ve now set it up with you on the left hand side there and the headings down the top here, I mean down the center is great. What do you think?

Bill: Oh yeah, I’m very impressed. The layout looks really nice.

Fred: Yeah. It looks really good and I think that now all we have to do is to get – again one of the challenges that we have here is again, until Ermel does his magic. How many total people around the list?

Bill: 177 as of today.

Fred: Okay. Is 177 all of which have received a personal video email from you, right?

Bill: Correct. Well when you put in that way, that’s a lot of email.

Fred: Yeah. So my feeling is – do you have any idea where these people are located that are signed up. Are they almost all domestic? Are they all US?

Bill: They’re not all US. I would say probably 80-90%. I’ve received emails several form the UK. Also, I know of at least one gentleman from India, Ireland.

Fred: So let’s just say probably 150 are US.

Bill: Yeah, that sounds but right.

Fred: Okay. And of those, we don’t really know where they are, do we?

Bill: Well, some of them have told me and I mean, it’s everywhere. It’s literally from LA to New York.

Fred: So, now the question is what percentage at least in my mind, the question is what percentage of these folks are within 250 miles of Chicago.

Bill: Yeah, that I don’t know.

Fred: It’s not going to be a deal-killer, but I think that it’s certainly going to be easier to get the people locally. So here’s my thought, what are the things that we should try and do, is to try and put up a Facebook ad which basically teases people to go to the site and that Facebook ad should target people only within –and I don’t know, I think that they can do this geographically. They can target within 250 miles or whatever of Chicago and should also be people who have expressed, have an interest in Voice Over. So I think it’s worth it for us to test some Facebook advertising on that. The other thing is this; on some on the heavily-trafficked voice over sites like, is voice123 one of those?

Bill: Drop out the first. Voice 123 of what?

Fred: The most heavily-trafficked sites?

Bill: Oh, well yeah. Voice 123 and Voices.Com are the two big what they call it play-for-pay sites. There are thousands and tens of thousands of people on those sites.

Fred: Got it. Do they accept advertising on this? I don’t think so.

Bill: No, they don’t.

Fred: Got it. Well maybe what you could do is, I would talk to any of the major players and ask them to let people know about what you’re doing.

Bill: Okay.

Fred: So the next thing would be to contact, first of, contact Facebook for geographically targeted ads and those ads will purely to get people to the website. It’s all we wanted to do. The website will sell it, we just want to get them there.

Bill: Okay.

Fred: So then what I will do next after that is contact Voice123.Com and Voices.Com, right?

Bill: Right.

Fred: So contact them and say, “Hey you should let your members know about this or your people know about this. Your peeps.” Because and again this would be good then the question is, are we going to set up some affiliate stuff, affiliate set up. Now if you were guessing — are there, I think that this would be something that, that other voice over people would probably be willing to promote. Wouldn’t they? If for a fee?

Bill: Yeah. I think so, as a matter of fact, I mean I’ve been contacted by somebody who had something like the Kansas City networking group who really likes my videos, who has been promoting me to her group. So I can certainly reach out and I’ve been using this social networking group, voice over group extensively up to this point for marketing purposes.
Fred: Yeah and I would, you know what I would do is I would call, contact, you know here’s what you do, contact the gal or the guy in Kansas City who, is it a gal or a guy?

Bill: It’s a gal.

Fred: Okay so contact her say look… I’m, I’ve got this seminar coming up in, in Chicago and as long as if you can rustle up 3 people, you can come for free.

Bill: Oh, okay.

Fred: You know.

Bill: That’s good.

Fred: Offer her a comp if 3 people pay to be there.

Bill: All right. I like it.

Fred: You know and, and let’s try and, what we’re trying to do with this event is we’re going to try and make sure we don’t lose any money A and B we’re going to make sure and capture all of these in audio and video and by the way I just, you’ll get a big kick out of this. I spent the last and I’m going to take all these information just to raise it here. I just spent the last 24 hours, I got really annoyed at myself because I went, I did this publishing seminar in Anaheim a couple of days ago…

Bill: Yeah.

Fred: And none of my equipment worked. Everything was screwed up. I mean, it was just a no. So, I spent the last 24 hours doing the following. First thing is I went to Guitar Center and I said to the guy, I said “Look, I want you to help me figure out how to get all of these right” and so I had 2 scenarios and this is important for you ‘cause you’re going to be doing this. So the 2 scenarios for recording a seminar live and by recording I mean both audio and video. I said to him, I wanna be able to have it and I divided it up into 2 things, small group which was no amplification needed and I was having a large group where and I defined that as where I needed amplification, amplification needed. Now I told, him I said I want a solution, that is you know brain dead simple that I can use in both these scenarios and luckily I got the guy who I already sent a really nice letter to the company about, who explained to me exactly how I could do this. So and by the way I have a new, I have a new toy that I’m going to use here which I really think, it’s going to be, I’m been using it for a lot of stuff. So let me try and see if I can do it here and let’s see if… Where is it? Did it launch yet? No. Hold on a sec here. Now you can, you gotta tell me whether or not you could see this. It’s called Desktastic…

Bill: Okay.
Fred: And let me see where the, of course it’s, there it is. It’s showing up somewhere that I have to move this around a little bit. Let me just put it on there and let’s see if it’s going to, it’s one of these things where you can tell it’s your right on top of an application or no. Let me just see if I can get back to Deskstastic here and see if, oh I don’t think it’s writing on top of the application. Let’s see if that did it. One second here. Now, anyway I can’t get the thing to work but basically I was going to do a little drawing on here and what, what it allows me to do is sort of like, what the Con Academy guy does.

Bill: Right, yeah.

Fred: Yeah. So you know what, I just don’t wanna move anything around but anyway. So what happens is here is like — here is the set up, I have a Yamaha mixer and I’m specifically using the, I’m going to look over and see my box here, it’s a, for a second, I’ll grab it, get close enough to it, is a here it is, MG, MG 102C and this has 4 mic XLR inputs and it has got you know a number of different outputs. So here’s what happens, I now have made it. I have, I have 4 wireless mics to level ear and 2 hand helds. Now the thing is with this particular remote microphone system I have, it’s got 1 console, has got one of each built into it. So each console for the, for the mics, for the wireless mics. A console has a left and a hand held mic that’s associated with it on different frequencies. So I’ve 2 consoles, so I have a total a 4 mics. So the idea would be that the speakers up in front of the group would have level ear mics and if there was more than speak, so if you had 2 speakers, you have 2 speakers and 2 level ear mics. Now then you use a hand held mics if you had to use them all, you know, one of them, one for me as the, you know, if I’m sort of the overseer of the whole event and one hand held for the audience.

Bill: Right.

Fred: Now I’ve got this all set up. I don’t have to use all those mics, I can only use 1, I can use all 4, I can use whatever combination but I have 2 level ears, 2 hand helds and I had it set up so that it goes through this Yamaha mixing board here and I can, I can just be recording or going from that mixing board into my audio recording device which in my case is the PMD Marantz I should say, Marantz PMD660 and also going to my Canon Vixia camcorder.

Now, the thing about this is that if we were to price out them, so here’s the reason why we need to bring this up for you is this, is that we have to figure out whether or not it’s going to make sense for you have your own equipment and my answer is going to be almost certainly yes. You know whether it’s for this or that or anything else. So let me give you some of the numbers. I forget how much the, the mics were a but, but let’s just assume, let me give you some numbers that I know. The Canon PMD660 is 500 bucks. The Canon Vixia Camera ran around 400. Now again maybe for this one, it’s such that I can, you know, I can even if necessary I can ship you all the gear so you don’t have to buy it because it doesn’t, you know, I’m thinking for this seminar coming up, I would love to be there although I think my being there is unnecessary really but in terms of this equipment I think it would be good for you to have the equipment and you know, and know how to use it. Now the thing is in your case, right, we would not need, now I also have as part of my mix here, I also have a, I’ll put it up here, I have a Fender Passport and I’ve, it’s a P150 but they now have a different version of this and this is for, this is my amplification, this is my speakers basically…

Bill: Okay, I’ve worked with that one before. It’s like a small PA system.

Fred: It is like a small PA system and it has a mixer built into it but it’s, it’s sort of crappy compared to having a separate mixer. So I’m really only using the Fender Passport P150 for amplifying the sound not using any of the mixer elements that are on there…

Bill: Okay.

Fred: And so what happens is if, let’s just say, now in your case if you get in and I had at this Anaheim event, we had, we had, I had just, just under, just under 20 people…

Fred: And it was absolutely unnecessary given the size of the room and the number of people to amplify the sound. Although…

Bill: Right.

Fred: It certainly was necessary, you know to have some, some kind of a recording mechanism that would go directly into the camera and directly into the audio recorder and, and it was necessary for the speakers to have it, for me to have it. So if I were, if I were to do this all over again, if I had done all these stuff before I did the Anaheim seminar which by the way would have been smart. I would have brought my entire, you know my entire set up, I probably wouldn’t use, I wouldn’t have used the Fender Passport because I didn’t need to amplify, but I would’ve used the wireless mic consoles for the 4 mics ‘cause we had a bunch of people there and it would have made it easy to, to have and be able to give everybody a mic. Not least of which is the audience members who, who were a little confused by the way when you hand them a mic and there, it’s not amplifying the sound, they don’t get it.

Bill: All right. Yeah, sure.

Fred: So you have to sort of say to them and this, I did this the very first thing in the morning and this is what you need to do also. Hey, have you ever gotten a recording of a live event where people were asking questions and you couldn’t hear what they were saying and everybody nods there head, you know, passively and says yes and you say well people are going to be buying this program and I don’t want them to be disappointed. “So you’ll pardon me”, I said, “if I’m very militant with making sure that every time somebody ask a question that we get it on mic. Are you all okay with helping me on that?” So you get, you get the audience to buy into the idea that yeah it’s really crappy when, you know you’re listening to an event and you can’t hear what the person in the audience says and everybody yeah, yeah, yeah. Everybody agrees. So for the people who are going to buy this, let’s not us disappoint them. Us meaning as a group.

Bill: I see.

Fred: So I got, I got “buy in” from the audience. Does that make sense?

Bill: It makes perfect sense, yeah.

Fred: So I get them on my side. So then when, when somebody starts speaking without the mic I go wait, wait, wait and they all go yeah, yeah, yeah. I get away from the mic. So in other words people get annoyed that they have to wait for the mic but when you’ve already got them to agreed at the very beginning of the day about how this will work and how you’re really going to be hurting other people if we don’t do it, then they’re pretty cool with it.

Bill: Okay.

Fred: And now but…

Bill: I see.

Fred: But they’re still a bit confused because they’re talking into a mic and they’re not hearing that sound amplified if we’re doing it in a group like I said here of just under 20 people which let it be our biggest problem that that’s not your case but I’m suspecting you’ll probably have under 20 or 20 people.

Bill: All right. All right.

Fred: So with under 20 people then you’re going to use the system that I have here but you’re going to use it without the Fender Passport because you the amplification.

Bill: Okay, I see.

Fred: Does that make sense?

Bill: Yeah, it does. It does.

Fred: And I’m actually going to be doing a video myself on how to hook up all the cables ‘cause that’s why I went to Guitar Center for and have the guy show me how to do everything and actually he did one thing not quite right. So I got on the phone with Yamaha people today and they suggested a different solution that was actually much better in terms of which cords were coming of where ‘cause the thing about mixer…

Bill: Okay.
Fred: For people who don’t know this, I’m sure you do, a mixer takes a variety of input of sound coming in and then spits them out the other side after you do whatever you want with them. Mix the 2 together, change it a little bit, whatever you do, that’ the purpose of a mixer. So what this mixer allowed me, allowed me to do is have all 4 mics coming in and they have 2 signals going out. One going directly to my mic input on my video camera and one going directly to my line in on my audio recording device which is this one, the Marantz PMD660. Does that make sense to you Bill?

Bill: Yeah, it does. It does.

Fred: And, and the nice thing is, is that the, the amplifying the system everything remains exactly the same except for one cable that goes and gets connected now to the Fender Passport and I just turned it on so it, it you know, the sound is amplified. So it makes the…

Bill: So sensually then you just use one more output on the Yamaha board or mixer to get your audio into your Fender Passport?

Fred: That’s correct and input it’s…

Bill: Okay.

Fred: It’s one output, one what’s called a quarter inch cable but it splits it to 2 different inputs on the Fender so that it’s, it’s I don’t know if it’s stereo-izing it or whatever, but it’s, it’s going to 2 different, 2 different places on the Fender so that, so that, it’s, it’s receiving it that way.

Bill: Okay, okay, pretty slick.

Fred: Yeah, it is. It’s, it’s, believe me it’s going to make life a whole lot easier to do things that way. So and I’m, I’m going to put together myself a video showing people because the thing is pain in the neck. It’s figuring out okay where do I connect, what is this, what does it do. So I’m going to do a video on exactly how to do that.

Bill: Okay.

Fred: And, and so for your purposes, but again if we were to price all these things, all these stuff out, we’ll just give you some ideas of, of what you know, when it was all said and done the, the Yamaha mixer including all the cables came about a 150 bucks. Now that’s the cables just for that.

The mic, the 4 mics and the 4 wireless mics, I think each of those systems was about, I mean $400 each. So that means total for 2 of them is $800. Now once you buy these stuff it’s obviously a sudden cost but I’m just giving you, now then you also have cables, XLR cables and other cables. Let’s say your cables total to a 100 bucks, for all the cables you need. So you know if you were looking to do exactly what I did, you’re looking at some pretty, pretty big, you know, some pretty big numbers here if you’re only going to use it one time. So in your case, so again small group, large group no amplification and I’m just going to zap that here to show you. So the Yamaha mixer you know is 150 bucks. The 2 wireless, wireless speaker systems $400 each, $800 total. Cables were you know and those are variety of XLR and other cables those are a couple 100 bucks.

So I’m going to — and again this, the wireless speaker system has 4, 2 handhelds and 2 wireless. I’m just going to kill that, everybody knows what that is. So then we also have the Fender Passport, which by the way you can get something else but this one is running I don’t know about $500. Let me just see there. So now we’ve got, that’s the amplification for Fender Passport. The Marantz is an audio recorder, audio recording device is the Marantz PMD660 and the camera and then if you really want to put in here you probably need a tripod and that again, you know let’s just put that as $100 to make is easy. So when you total all these up, you’re looking at over 2000 bucks, it looks like.

Bill: Oh, yeah, I mean 12 cents and also 3000.

Fred: That’s a 1000, that’s 1500, that’s 2300, yeah but more like $2500.

Bill: Yeah.

Fred: You know, investment. Now here’s the thing, if you were doing these 3, 4, 5 times a year, probably a good idea to do that at all.

Bill: Right.

Fred: Until then not a good idea to have them all. Not a good idea to spend that kind of money upfront to do this. So I’m sure that you can probably get a hold it from a friend or you may have one yourself one of the, a decent tripod, right.

Bill: Yeah, I have one.

Fred: Okay. So you have a tripod. I can take all of these other equipment and you know have videos and stuff to show you how to use it and ship it all to you and even if we set it FedEx back and forth it will be a lot cheaper than me flying out there.

Bill: All right. Okay.

Fred: And so I think it might be a good idea for us to consider doing, doing it that way.

Bill: Okay, okay.

Fred: Because by the time you also, instead of all just hire a crew to do that well then we’re going to, you know it’s going to be tough to make money on event ‘cause the crew is going to get most of it.

Bill: Right. That should be right.
Fred: Do you have any questions on that stuff because I’m going to you know, it’s obviously when you’re not sitting right here in front of me to see how it all works, it’s difficult to really know, but any questions just from what I’ve said?

Bill: No, that makes sense. Yeah I understand all of that.

Fred: Yeah, good well ‘cause this is your in audio field. So for those you aren’t again this a little some of this might sound kind of Greek to you. This is just to clarify you know this is the HD small video camcorder and the tripod is self explanatory. The audio recording device again Marantz PMD660, the Fender Passport which is you know speakers amplification system and then we’ve got cables and 2 wireless mic systems, Yamaha mixer. Yeah, so I mean this is, the thing that I wanted to do though is I wanted the guide that set me up the system that I could use even if I was in a small meeting or in a large meeting and it was brainless and easy.

Bill: Yeah, yeah.

Fred: The other thing that…

Bill: I’ll let you cover anything you would possibly need as long as you’re not doing a large auditorium you know of 3000 people.

Fred: Yeah, I had a large auditorium. The only thing that I would need is more powerful speakers.

Bill: Right, actually that would probably the bundled in if you’re actually doing the theatre.

Fred: Yeah. The thing is, is yes, if you were doing some kind of a big auditorium you know that would be included ‘cause they usually have that sort of as part of the house system. Makes sense right?

Bill: Yup, I think that set up would work.

Fred: Yeah, so then what I think that we need to do for you is just think about okay. So whatever hotel room you get and Mallory gets a hold of, let’s say the cost is 250 for the hotel and what you tell them is you’re going to have and here’s how I would do it. I would say 20 people and the set up would be, set up is U-shape and the way I would do that is you know, it’d be one of those things where you’d set it up in such a way. I wish I had my drawing tool here but it would be one of these things where you know, you’d be going. I think I can actually semi-draw it here.

Bill: How creative can you be with your asterisks?

Fred: Right exactly, I don’t know it’s centering. In other words what it would be, if you follow me would be, down here is a row, around here is another and then up. And so you as the speaker would be speaking inside of the U.

Bill: Right, Right, okay. So not classroom, but U-shaped.

Fred: Yeah. Not a class room but U-shaped and the reason why, is that the classroom style set up is a good set up if you’ve got a lot of space. What happened in Anaheim was that they put me in a room they charged me $650 for, but I only used 1/3 of it. So I wish that I had been able to rent one third of it for $250. I would have been much happier

Bill: Right.

Fred: Because clearly — and also to think about what it is when I got into the room it could have probably hold about 70 people. Immediately I knew we are only going probably have 17, 18 people showing up. I thought oh my God, it’s going to look empty. So I said to my meeting guy, I said “hey can you do this like immediately?” By the way here is another good tip, when you show up at the morning of your event, first job tell the people, that who want to be your contact person is going to be because you are going to be there about an hour and half early, that is what you tell them, okay.

Bill: Okay.

Fred: Then the first thing you do is whoever the person is helping you set up, immediately pull out a twenty dollar bill, put it in their hands as you first meet them and say, “I know you going to take really good care of me today so if I need your help, I just want to give you this in advance.”

Bill: Okay.

Fred: Tip them in advance because they will now be holding to you and you know what? Nobody ever tips these guys, you will be the first guy to give this guy a tip in the last eighteen months.

So what you do is have him set it up U-style. It will fit in a smaller space because classroom takes up a lot of space and you want a fairly small room and would tell people, when you tell people that you want a room that holds twenty, the people in the meeting room business, and the hotel business, usually will give you a room that holds thirty. Because they are not thinking like you and I are the only ones who are going to be packed in. Right

Bill: Yeah.

Fred: So always tell them a little bit — you want a smaller room than you think you will, because I have seen that around so many times.

Bill: Right, okay.

Fred: Other questions from you on that issue?

Bill: No. U-shaped and go smaller rather than larger that makes sense.

Fred: Yeah, and again you are sticking with the good facilities, I mean you are a Double Trees and Hyatts, and the similar.

Bill: And similar equivalents.

Fred: What we call somewhat upscale facilities.

Bill: Right.

Fred: Because again…

Bill: We left Motel 6s off of there.

Fred: Motel 6s and Super 8, because people are like “what the heck is that?” Trust me, I have done it. And you know the worst, I mean, the ones I did, it’s still pretty low rent but is still a good facility, is a Best Western. But it all depends on individual facilities. Facilities vary from place to place so, so the Best Western in Chicago versus the best restaurant in Merlin, Illinois might be very, very different, so you got sort of check them out.

Bill: Right.

Fred: But if you stay with a Hyatt, a Hilton, a Double Tree or a Marriott, usually.

Bill: Okay.

Fred: But again, you want to get with the cheapest one you can. Do not guarantee any rooms. You know what, after you get all that negotiated, then you can go and ask “what if I got everybody a box lunch?” And your first question would be “okay if a lunch box goes for $22 a head then would you give me a room for free?”

Bill: The cheapest box lunch I have seen so far is $30.

Fred: Is thirty bucks?

Bill: Yeah, by the way the $150 rate, that I told you yesterday …. I was talking with my wife last night, she and my daughter have been working together on this, she said that is only if we guaranteed $600 in food.

Bill: Well, we don’t want to guarantee any money on food. Yeah, again, so what are some of the other rates that you got?
Bill: Well, the others I got, I have proposals in my inbox that I have not looked at yet, have been right around $500, what they are talking about for a small room.

Fred: Okay, 500 bucks in Chicago area, for that, I think that’s fair.

Bill: Okay.

Fred: Now the question I have for you is, and this is an important question because you then are going to need to negotiate this with them as well. At $500 for the room, will you have to stay there the night before? I bet you probably would.

Bill: Now, nobody has said that to me in the conversations that I had. But again I have got proposals that I haven’t opened up in my e-mail.

Fred: No, I am saying this is a question for you: how far are you driving from this place?

Bill: Oh, I see what you’re saying. I thought you meant, is that including — I am about an hour fifteen away from O’Hare.

Fred: Trust me you don’t want to drive up, because if there is traffic incident or whatever you want to be there the night before.

Bill: Okay, I will take your word on that.

Fred: Just because I have done it and it is much less stressful and it takes away all the variability of traffic.

Bill: Okay.

Fred: That’s what you also want to do, you want to ask them is there a speaker’s rate for room? Or the meeting person’s rate for room?

Bill: Okay.

Fred: And tell them all you need is a small room, tell them. And even if Mallory is coming up…

Bill: We will share.

Fred: Exactly, but the whole idea is, again, less is better than more. But again you need to book the room the night before. Like, I was in the same situation in Anaheim. I was only seventy miles driving, but it is in LA. If I had woken up, it could have been like in a five hour traffic jam for all you know.

Bill: Sure, yeah, that is a good point.

Fred: So you’re going to get that. So, the box lunch, so first negotiate the rate. Now, with this $500 rate, when you start you can tell them — just say “hey, I don’t know yet how many people are going to show up. I should know that 48 to 72 hours before the event.” Now, I would ask them for every box lunch that I give you, how much of a reduction of the meeting room rate do I get? Because all of this is revenue to them. Off that thirty dollar box lunch, they are making twenty five bucks.

Bill: Right.

Fred: So it is all a matter of money coming in and how you want it spread around. So I would ask them, and sometimes they will give you a formula, which says, okay your meeting room is $500, box lunch thirty bucks a piece. If you do ten box lunches, the meeting room charges is now just three hundred dollars.

Bill: I see.

Fred: So you want to work a deal with that and just act like you have done this before and say, “hey, some of the properties I have worked with in the past, you know, one of my partner has worked with these, and this is how they did some kind of sliding rate based on this, blah, blah, blah.” Because again, you want to appear to know what the heck you are talking about.

Bill: Okay, we should have had this conversation with you beforehand.

Fred: Yeah, well you haven’t signed any contracts yet, so don’t worry,

Bill: Oh — no, no, and really, what I have been trying to do, I do this the same thing when I am selling myself and my business. I try to appear like sometimes I don’t know what I am doing, but I am comparing and I am shopping around.

Fred: Yeah.

Bill: And I need them to work with me and give me the best possible thing they can,
because I am going to go with the best price.

Fred: Now when you go back to them, you will be able to say I have been able to speak with someone, one of my partners in this venture, and he said this. So what about the coffee? Now here is the deal: always buy coffee by the gallon, never by the cup.

Bill: You know the last quote I got on coffee by the gallon was $78 per gallon?

Fred: My God is it that much? How much is it by the cup?

Bill: I will have to find out.

Fred: Because you know if it is seventy eight bucks a gallon, a gallon usually goes, usually does ten or twelve cups, maybe even twenty people.

Bill: I would think so.

Fred: So, I think a gallon of coffee will do twenty people. But here is the thing I am getting at, when you are charging people $495 per person for the event, you generally need to have coffee in the morning. And you know what? It may not be required that you have lunch, but it is going to probably look good if you do. So, I mean you are going to end up when everything is all said and done, my guess is that you are going to be looking up at around $1200 total for the hotel and hopefully that might even include your room.

Bill: Right, okay.

Fred: So, if you can get away with keeping the charges for the room and the food around twelve hundred bucks, depending on the how many people there are obviously. But you are just going to do the best you can. But, now at $495 per person price tag, people are going to think you are cheap if you don’t have coffee in the room in the morning, you don’t provide them with lunch, and you don’t have even some kind of even just like a soda break in the afternoon.

Bill: Right. I was thinking of a light snack, mid-morning and mid-afternoon. Does that sound right with you?

Fred: You know what? Now, you are getting into some bigger charges. I don’t know what sort of a snack. Some have cookies in the afternoon. After you negotiate your rate, take a look at all those things and come back to me with what they are charging you and give me the number if it’s a flat fee, or per person, and what they are. But I think like having like snacks midway through — if this was a thousand dollars for the event, yeah I would say you need snacks mid-morning and mid-afternoon. But if it is $495, coffee, lunch, and soda in the afternoon is more than sufficient.

Bill: Okay.

Fred: Does that make sense?

Bill It sounds good.

Fred: Got it. Okay. So what other questions then do you have? Now we’re going over a lot of the logistics and again, this is all for all people who need to see this which we voiced, what was it? What’s the audio?


Fred: There is it. Okay. So this is what it is. So then we’re going to be able to insert some of those things that were missing right now down here, which is Hotel (inaudible) here. It’s obviously going to change and then, one of the things you are going to put in here is – let see where we’re going to put it, right before – like down here, you’re going to put under the audio book seminar. Somewhere near where they register. You’re going to put a little thing that says…

Bill Oh, actually that’s giving a different time on the top. That needs to be 9 to 5, its saying 9:30 to 4:30.

Fred: Yeah, it’s going to be 9 to 5 and make sure you put because this is – let me just go in and put – so let’s say the time is 9 to 5. Registration begins at 8:15.

Bill Okay.

Fred: Seminar starts promptly at 9 a.m sharp and start it at 9 a.m and then the one hour for lunch. So I usually go 9 to 12, 12 to 1 is lunch and then 1 to 5 is back for the seminar. And make sure that you give people breaks at least every 90 minutes. And usually what happens is it works like this, I’ll start at 9 – 9 am start, a break at around 10:20 or 10:15, come back at 10:30 sharp, go till noon, lunch and then 1 to 2:15 then break, 2:30 to 4 and then I give them another break and then I will have a final session that usually, say 4:15 to 5 final session. Does that make sense?

Bill Yeah, sure it does.

Fred: So you have more breaks in the afternoon because you got a little bit more time and also its afternoon can be sort of dragging it.

Bill: Yeah. Okay.

Fred: And usually this final session back here is, the final session would be all final questions from audiences and depending on how many people you have an action plan for each person. So as you go around room, answer any questions. So you do that for 15, all the questions can get answered, by say, 4:30 then you go for each individually and say, “Okay Jim, here’s what you need to do, blah-blah-blah-blah.” “Okay, here Susan, here’s what you need to do.” “Okay, Tim here’s what you needed to do.” Just go to each one of them.

Bill Okay.

Fred: The other thing is to make sure, you must have evaluation sheets and you give those out some time like before you start the final session whenever that is. So that’s probably around 4:15. The other thing is you need to capture video testimonials.

Bill: Testimonials. Yes.

Fred: And that is best captured in the afternoon even at the first break. At first break after lunch and have the camera set up. Now that one by the way, if let’s say you had a good – like the camera, the Canon Vixia then your testimonial camera should be set up over in the corner of the room after lunch and it should stay there until the end of the event, stay until even ends. Make sense?

Bill Yes it does and I could just use my – even my Kodak Zi8 for that for that, could I, for the testimonials?

Fred: Absolutely. Yeah, that’s perfect for testimonials.

Bill Okay.

Fred: And it’s always even really good if it has a little din of noise in the background while you’re doing the testimonies, that’s okay.

Bill Okay. Okay.

Fred: Yeah, so you’re good with that. So now, anything else that you want to ask about?

Bill The only other thing that I was thinking, would it make sense to market outside of just Voice Over people. Like, I know you talked about speakers and there might be – I think you talked at one point about speakers wanting to possibly get into Voice Overs, would that be a potential market or is that something that’s just not be best for?

Fred: I think it’s a great idea, that I think what we’ll do is we’ll send a blast to my list and we’ll let everybody else know of the vision all the other JV Partners.

Bill Okay, I didn’t know if that would be pushing the boundaries too far in terms of – I don’t know what the market is there but its…

Fred: No, because, I mean your video, you told me that, “Hey these are” – you know, if you’re just getting started or a seasoned professional, you can do this.

Bill: Right. Right, absolutely and surely for everybody.

Fred: Yeah. So if I may, if I’m a speaker, I probably fancy myself as having a voice that’s capable and able to do something like this.

Bill: Right. Okay. Cool. Oh, I’m excited. I’m a little nervous just because it’s the first. I mean, I used to teach four-hour classes at a stretch and I always enjoyed that, but I’ve never done a full-day seminar so this will be a new thing, but I’m very excited about it.

Fred: Yeah, will it be great because the other thing – of course, one of the things that’s really cool about this is after it’s done, you have an amazing product to sell.

Bill: Right. Right.

Fred: You now have – and the beauty about this is, if you get the system down, every time you want to create a new product, this is how we do it. We do it with a live event and we just record the live event and so if we’re recording – my goal for you would be to do this kind of open to the public live events every two to three months.

Bill: Okay, so about four to five a year?

Fred: Four to six a year, yeah.

Bill: Okay, four to six. Good math.

Fred: Yeah. I mean, Think about it. Once you do that, you are going to have – you’re going to start accumulate some really, really good product stuff and it will be easily to feel the funnel with all the different kinds of products and price points if you want.

Bill: Right. Right. And now, at some point and I don’t know that now is the best time, but whenever you think would be a good time, I‘d like to talk – you know, you talked about selling from the stage.

Fred: Yeah.

Bill: And I do have the video, the playbook and I’m planning to put together a pretty comprehensive directory that could be sold off prospective clients.

Fred: Yeah. I think that’s good. Do me a favor. You read by the selling products from the platform book yet?

Bill: Yeah. I did back, actually before I met you and so it’s been about a year.

Fred: Okay. I would take a look at that again. And in order for me to help you with that, the first thing you need to do is create an order sheet. When you create that order sheet, it should have usually no more than two options because three options even get confusing. So two options, option number one. We’re talking price point; it should be right about the same price point as the seminar itself. So let’s say, this option is a $500 for option one. Option number two is it can be – what I would do for option two is I would make this a 1997 option, but give people with four easy payments, possible. Now, if they want to buy it all at once, you give them a $250 discount for cash, upfront.

Bill: Okay.

Fred: Now the question is what are you going to put in to those and that’s something we can discuss later and we get sort of figure out what would go into the option one and the option two.

Bill: Okay.

Fred: And by the way, when you pitch this, which one do you pitch first?

Bill: I would say, you start with the big item, option two.

Fred: Yup, because then the other item seems less expensive.

Bill: Relatively, yeah, right.

Fred: Sounds good.

Bill: Makes sense.

Fred: Any other questions?

Bill: All right, we’re ready to rock and roll.

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