Two business owners, one studio audience, and a 73-minute case for selling through rooms instead of pitches: Zoom calls, coffee meetups, workshops, and the follow-up that closes them.
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yesterday
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Interview
educational
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1.3K
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Big Idea
The argument in one line.
In a market where most outreach feels automated, getting people into a room, even a free Zoom call or a coffee meetup, builds trust faster than any pitch and turns the next sale into an easy next step.
Who This Is For
Read if. Skip if.
READ IF YOU ARE…
A coach, consultant or service provider who sells high-trust work and keeps losing prospects to 'let me think about it'.
A real estate agent, lender or local professional who wants a steady source of warm leads without a big ad budget.
Someone who has run a webinar or two, got uneven show-up rates, and wants to know what to fix before the next one.
A creator with a small audience who wants a low-tech way to turn followers into paying clients.
Anyone who avoids hosting because they fear nobody will show up.
SKIP IF…
You want a tactical webinar build with slide templates, scripts and funnel software settings. This stays at the level of principles and examples.
You sell low-ticket ecommerce products where a live room adds little to the buying decision.
You want a tight, edited talk. It is a loose conversation with tangents, two sponsor reads and a long audience Q&A.
TL;DR
The full version, fast.
Events are the most underused trust builder in a market where people assume every message might be a bot. An event can be as small as a free Zoom link or coffee with a few people, and how someone first meets you sets your status in their mind for good. The process is simple: pick a date and announce it publicly, give the event a clear name instead of a clever one, teach through three to five client stories that shift a belief, then sell only the next small step rather than the whole outcome. Most of the money comes afterward, from personal follow-up and from running the same proven presentation again and again instead of reinventing it.
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Events build trust faster than anything else during a 'trust recession.' The fear that nobody shows up is controllable, and an event can be as simple as a free Zoom link with registration turned on.
05:00 – 08:07
02 · All business is show business
How someone first meets you sets your level in their mind. Hosting a dinner or a podcast puts you above the person asking for coffee in the DMs.
08:07 – 13:30
03 · A room with a collective outcome
Events defined as a room of people with a shared outcome. Speak to why attendees would come, not how hard you worked, and treat small flops as data.
13:30 – 15:34
04 · Pick a date, declare it publicly
Set a date, work backward, and announce it so you can't quietly back out.
15:34 – 16:45
05 · Sponsor read: Content to Cash Challenge
Host's own five-day live coaching challenge.
16:45 – 21:30
06 · Name it clear, not clever
Low sign-ups on a free event mean a messaging problem. A clear title is the first level of enrollment and tells you what attendees want more of. Borrow a guest teacher if needed.
21:30 – 28:20
07 · Turn every meeting into an event
A lunch became a webinar with 1,000 opt-ins. Coffee becomes a meetup. Luma makes the page in ten minutes, and the first meeting at an event lifts your status for years.
28:20 – 35:40
08 · What to say: stories and belief shifts
Share three to five client stories and change one belief the audience holds that isn't true. Name the idea behind each result.
35:40 – 42:40
09 · Sell the next step
Sales is a series of small steps. Offer the next logical one, use real scarcity, and never end an event without a next step.
42:40 – 46:30
10 · More of the same, without the work
The best offer is a deeper version of what they just liked. Slow down when pitching, and don't sell people more work.
46:30 – 53:45
11 · Follow up and stay human
The fortune is in the follow-up. Personal check-ins, voice memos and visible mistakes signal a real person in an automated market.
53:45 – 1:02:30
12 · Q&A: fixing show-up rates
Rename the event, stop reinventing it, run the best version on a schedule, and refine it from chat questions and confirmation-email replies.
1:02:30 – 1:06:45
13 · Q&A: teach the how or tell stories?
For a pain-relief coach: don't run a workout on the call. Sell one big idea through case studies, the way P90X sold muscle confusion.
1:06:45 – 1:13:25
14 · Q&A: choosing the right topic
For a real estate agent: pick a real problem a broad group shares, such as move-up buyers stuck on low rates, and treat registrations as signals.
Atomic Insights
Lines worth screenshotting.
If nobody shows up to your event, that is a sign-up math problem, not a verdict on you.
When people say no to a free event, the problem is the messaging, not the price.
Name your event clear, not clever: 'How to win more business in a shrinking market' beats 'Elevate' every time.
Everyone who registers for a clearly named event has told you exactly what problem they have.
The setting where someone first meets you permanently sets the level they assign you.
Asking a stranger to coffee in the DMs puts you below them; inviting them to a dinner you host puts you above.
You don't have to teach to host. Invite a guest expert, welcome everyone, and you get credit for the room.
A one-hour lunch with a peer can become a webinar: 1,000 opt-ins, 600 attendees and about $25,000 in sales from one day's notice.
Sell the next step, not the promised land. Sales is a series of small yeses.
Teaching people and then giving them no next step leaves them stuck with an open problem.
The easiest offer after an event is more of the same: if you liked this, you'll love the deeper version.
Don't sell work. Buyers want outcomes, and a pile of homework after purchase triggers refunds.
A program that undersold live filled completely within two days of personal follow-up messages.
In a presentation test, the room where the speaker spilled coffee on himself converted better than the polished room.
Run the same presentation 40 times and refine it from the chat. The audience changes, not the talk.
People need to be reminded more than they need to be taught.
Ask registrants to reply to the confirmation email with their biggest problem, then build the session around their answers.
Nothing is saturated, because most people quit within a few years. Your real competition is whoever is still running events in year five.
Overteaching tactics on a free call makes people think they can do it alone, and they usually fail.
Takeaway
Get people in a room, then offer one step.
WHAT TO LEARN
Events earn trust that ads and DMs can't, but the revenue comes from a clear title, belief-shifting stories, a small next step and personal follow-up.
01Why events win now
An event is any room of people with a shared outcome, so a free Zoom link with registration turned on is enough to start this week.
Fear that nobody will come is a sign-up math problem you control through how many people you invite and how you package it.
02All business is show business
The setting of a first meeting sets your status for good, so invite people to something you host instead of asking for their time.
If you lack confidence to teach, bring a guest expert, handle the invitations, and you still get credit for the room.
03A room with a collective outcome
Speak to why the attendee would come, their problem and payoff, not how many months you spent preparing.
Treat a two-person webinar or a no-sale event as data on what to fix, since the worst case is still a lesson.
04Pick a date, declare it publicly
Put a date on the calendar first and work backward, because the work expands to fit whatever time you give it.
Announce the date publicly so the promise to others keeps you from quietly backing out.
06Name it clear, not clever
If people won't sign up for something free, the title is the problem, so name the event after the problem and outcome.
Everyone who registers for a clearly named event has told you what they want more of, which defines your offer.
07Turn every meeting into an event
When a peer asks to grab a meal, consider turning that hour into a podcast, livestream or webinar with an audience.
Use a free tool like Luma to publish an event page in minutes, then invite contacts directly from your phone.
Film and post small meetups so a gathering of four looks like a movement, and future buyers see you as accessible.
08What to say: stories and belief shifts
On the call, share three to five client stories, each showing someone going from stuck to solved.
Ask what your market believes that isn't true, then break that belief, since people respect whoever changed their thinking.
09Sell the next step
Sell the next step, not the final result, because big asks feel like pressure and push people into 'let me think about it.'
If a step feels too big, ask what smaller step comes before it, such as a custom plan call before a home purchase.
Use only real scarcity, like the actual number of calls you can handle this week.
Never end an event without a next step, because teaching a problem and leaving people stuck is a disservice.
10More of the same, without the work
The easiest post-event offer is a deeper version of what they just enjoyed: if you liked this, you'll love the workshop.
Slow down and use fewer words when presenting the offer, since attendees are still processing everything you taught.
Don't sell more work; buyers who expected relief and get homework instead often ask for refunds.
11Follow up and stay human
Follow up with every attendee personally and ask what's on their mind, because hesitation is usually about their life, not your offer.
Assume people simply missed your offer and reach out, since an undersold program can fill within days of follow-up.
In a market where most messages may be bots, personal voice notes and small visible mistakes signal a real person and raise trust.
Keep AI on the back end of the business and keep the front end, the part buyers meet, human.
12Q&A: fixing show-up rates
Low show-up rates often trace back to a weak name, so rename the event around the audience's problem.
Stop reinventing the presentation; run your best-performing version on a fixed schedule so people join when they're ready.
Refine the talk from chat questions and replies to the confirmation email, which also gives you the audience's own words.
13Q&A: teach the how or tell stories?
Don't teach the actual exercises or tactics on a free call; sell one big idea through case studies so people trust the system.
Overteaching makes people think they can do it alone, which usually leads to them failing on their own.
14Q&A: choosing the right topic
Pick a topic around a real problem shared by a broad group, not a niche so narrow it's expensive to reach.
Treat every registration as a signal of a lead, whether or not that person shows up live.
Most competitors quit within a few years, so consistency over three to five years is the real edge.
Glossary
Terms worth knowing.
Primacy effect
The tendency for first impressions to shape how a person judges everything that follows. Here it means the setting of a first meeting decides how much status and respect you get afterward.
Luma
A free event-page tool (lu.ma) for creating in-person or online events with RSVP, reminders, ticketing and the ability to invite contacts straight from your phone.
Next step offer
A small, low-risk commitment offered at the end of an event, such as a custom plan call or a paid workshop, instead of pitching the full end result.
Parkinson's law
The idea that work expands to fill the time available. Setting a fixed event date forces the preparation to fit inside it.
1099 borrower
A self-employed or contract worker paid on 1099 tax forms, who often struggles to qualify for a mortgage with standard income documents and may use bank statements instead.
Golden handcuffs (mortgage rate)
Homeowners locked into a very low mortgage rate who feel unable to sell or move up because a new loan would cost far more.
“People need to be reminded more than they need to be taught.”
reframes repetition as a strength→ newsletter pull-quote↗ Tweet quote
1:10:19
“The best marketers are not looking for sales. They're looking for signals.”
tight contrast, works as a caption→ TikTok hook↗ Tweet quote
1:12:11
“Nothing is saturated because everybody quits or they suck.”
blunt, funny, and true for most markets→ TikTok hook↗ Tweet quote
The Script
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Welcome to the department. It's Omar Al -Takrori, and I met with one of my best friends in business, a fellow multi -millionaire friend, and he's killing it, Neil Dhingra. We got a studio audience.
Give it up for yourself for being in the room.
Today, you had an $85 ,000 day. And if I'm not mistaken, I think today on Zoom, we may have made... Close to $20 ,000.
Every time we make money, it always goes to making more money. Now, if we were to boil down the one thing that has allowed us to build a business, really a freedom lifestyle business that allows us to say yes to opportunity, allows us to say yes to special things, it's that we've built our business around events. And in this AI age and in this trust recession, I personally don't believe there's a better, faster way to build brand and to build trust than through events.
Now, what used to come to mind when you heard the word events? Well, the first time you would think about all the problems, getting a venue, getting the thing, you know, inviting people. The biggest thing I hear is people think no one's going to show up.
That's your biggest fear. You're going to do all this work, and people aren't going to show you love, and they're not going to come. So that's the fear.
But then what happens is you learn that that's under your control. How you package, how you market your events, it can have a big impact on how many people sign up and show up. But I've just found people are so indecisive.
The number one thing, people can't make a decision. People live in a state of indecision. You know, you're thinking about, you're doing something, you've been noodling on it and time just keeps moving.
And so in a world where everybody's indecisive, I have found there is no better way to move people forward is to get them into a room, either on Zoom or in person and move them, you know, pour into them, help them, but also help them make a decision on what they want to do next. Because that was the big unlock for me is like, you're thinking about things you want to do in business, but what would be before that?
And before that is an event, either virtual or in person. Yeah. Now, I asked the room before we got started, but most of us have been to an experience or an event that left a mark on you.
Yes. Which there's something to say about that because as a business owner, you can actually create that moment in a potential client's life where I am so glad that you had the event. And we need to go back.
We always need to go back that all business is service. Right. That's why if you want your business to succeed, just serve the best, just serve at the highest level.
But it's always so cool to hear when when people say thank you for putting on this event. And again, let's boil it down. If anything feels big in your mind, that's the only place it's big in.
So bring down like an event is simply a Zoom room. An event is simply a lunch and learn. An event is simply.
uh a phone call a a facetime group chat like it's uh renting the a group room at the restaurant at the durango inviting 10 other people that's an event so good and then did you know what's you know what's cool the host of the party's cool i went back high school you know so think about like i remember my first events i couldn't speak i didn't have confidence i was just learning the game so i would invite somebody else to speak so did you know you could invite omar you could invite me as your special guest and host a dinner.
You don't have to do anything except say, thank you guys for being here. Welcome, Omar. That's your script.
Omar will provide the value. You get credit for all the good things that happen at that table and that event. And so I built my network this way by just hosting small events and meetups.
And it's something anti -AI. You can't mess with that. It's also the thing that most people aren't willing to do.
But it's the easy thing to do. You just have to think, why would... Why would someone go to this?
What are they going to find valuable? How do we make the experience good for them so that they would tell their friends and then they would want to come back? So I believe there's just no other thing that gives you this competitive advantage.
And I think that the reason why people aren't doing it, which is why we're doing this whole episode today, is because of the complexity. And you just simplified it. It's a Zoom room.
If you know how to use Zoom, you don't even need Zoom webinar. You just need Zoom free. you make a link and then that link is your invitation to the event if you turn registration on on zoom it now has a landing page you don't even need software crazy now people can register for your zoom event you can call it whatever you want you can describe however you want and then now you can just simply invite people we have other tech tools of course yeah but uh just break it down to the simplest version yeah and we'll get into that i a couple months ago went to a workshop that I paid $25 ,000 for for a two -day workshop just to learn even more about the ability to maximize the time you spend when you get people in a room.
But the line that my coach Myron Golden said, and it was just so powerful because you realize you think about the people who are winning in your industry. It's the people who are the best at marketing, the best at communication, the best at branding. But he really boiled it down to this phrase.
He said, all business is show business. And if you can think of yourself as the greatest showman or the greatest showwoman, and even he was the greatest facilitator. He wasn't even the most talented.
He found the talent and put people in a room. But even if you facilitate what you're going to share in the rooms that you're going to create. You have swag.
Or the young kids would say, you got motion. I got motion, twin. Yes.
So what you would do is you would do things that give you this level. And I think this is the thing people need to realize. The environment or the sequence of events or just the way that you meet somebody for the first time permanently impacts that relationship.
So let's just say that we didn't know each other, but the first time we met was at my event. How would you think of me? How would you treat me?
You know, so many people complain about the way they're treated, that they don't get the respect they deserve. They're working hard, but nobody sees the work. Part of that is the space you occupy in somebody's mind.
People on levels, whether it's fair or not, they assign you a level. And the reason I learned this is because in my industry, I was the most knowledgeable. I knew everything.
I knew deal structure. I prided myself on the knowledge. But the year that I actually got rich, the year I quadrupled my income, was when I stopped trying to get better at the job and started trying to just be a better communicator and have this thing about like, hey, how are people meeting me?
If they're meeting me for the first time with me asking you to meet with me in the DMs for a coffee, that puts me in a lower state. I'm lower on the totem pole. Versus the guy who even just has a podcast or even has a dinner.
We'd love to feature you. I'd love to invite you to this thing I'm doing. It's so -and -so's going to be there.
So -and -so's going to be there. We'd love to have you there too. Now you're like, oh, thank you.
I want to be in the room with all these other amazing people. And then you get credit for it. So now that relationship is permanently altered.
And I think people aren't thinking about that as much. You can even use this if you don't have a spouse or a boyfriend or girlfriend. Think about the environment in which you're meeting for the first time.
It will change the course of that relationship. It will. So good.
You'll have more respect. You know what I'm saying? Yeah, that's good.
So get yourself on a stage before you ask the girl out or whatever, you know what I mean? She'll treat you better or vice versa, right? I wanted to define events the way I define it.
And by the way, you know you can assign your own definition of stuff. It's just a powerful thing. Like we all have the power to do that.
But I've defined events as a room of people with a collective outcome. Yes. A room of people, humans, with a collective outcome.
And I don't know why you're in business, why you want to grow your business, why you want to scale your business. But the power of impact that events could make on people make this a priority in my own business as someone who just wants to serve. And you feel that through every little thing.
Now, most people, I believe, don't have the proper purpose because they don't know why people even take the next step. I mean, that's why we're talking about, like, take the thinking work and think through why would someone want to show up to this thing. By the way, people do things for their own reasons.
So start sharing their own reasons, not why. you worked so hard on this, why you put this thing together for the last six months. It just sounds like a lot.
That's the biggest mistake people make is they talk about the thing and how much work they did, but not what's in it for you. So you would put it yourself in their shoes. Why would they say yes to coming to something?
And I think just think about your industry first and foremost. There's a spectrum of people, a whole spectrum of people on the internet or in real life, and they go from decided to decided. And so where do they show up on that spectrum?
And you can move them along this thing by having them come to an event. So instead of asking people, hey, would you like to buy my product or service? You're saying, hey, can you come to this thing?
And that thing needs to be attractive to them. So what are the problems they're facing today? What are the things they value?
What are the things they want? And these things are different depending on the person. For example, if you were trying to attract affluent people to something, it would be different than if you were trying to attract people who are just getting started.
That's a different value that they would find. Affluent people, what do they value? Time, relationships, speed, these kinds of things, right?
So you would lean in on the people that are gonna be there, the relationships, you've done the work so they don't have to, all those kinds of things. Somebody else might be something else. So think about who you're trying to attract.
I think a lot of people use language inadvertently that actually gets them the wrong audience. Or they don't invite the right people. Yeah, no, that's so good.
And really, the goal of these, Events and again we want to bring this down the goal of these you know other people will say it It's building your business one -to -many. It's just create more one -to -many opportunities So they're they're not so wasted when you show up in front of a few people you give a few people something to think about whenever that event ends, but that's what we want to do is shift their perspective while they're in it, but I just want you to first accept.
I hope this is enough to know that you got two guys here telling you that this single -handedly changed everything in our business and in our brand. Even us, we actually went in both on this building. We signed a four -year lease.
I mean, for me, it was scary. I don't know if it was for you. No, it's a big expense.
I mean, because you just have more cojones than I do. He kind of was like, let's do this, bro. And the reality is, like, he just said it.
Very few people are just willing to do this, and that's why the few people that do it win big. And so investing in this concept and going anti -automation and anti -this, which I'm all for, it's like, what other places in Vegas are doing this right now? Well, you think about this.
Your life expands. The opportunities in your life and your quality of life expands in direct proportion, direct relation to your ability to take risk. You need to take a risk in a calculated way.
You don't want to be dumb with it. But so many people get to the older ages, and I'm in my 2 .0 era, as you call it. I'm 45 years old now.
But for my 30s, I spent it risk -averse, doing the things my parents told me to do. Like, hey, put your head down, do the work, put the money in the 401k, save your money, and then eventually you can retire. But then along the way, I'm starting to see, like, hey, you only live once.
And how are you going to get to this era of prosperity if you don't hit the gas at some point, take a shot? Now, make it calculated for sure. But your ability to take risks, like you said, maybe this was your first time signing a big commercial lease.
Well, next time you probably won't feel as your balls maybe, like you said, would be bigger. You're like, I don't know. You start to develop things.
I don't know what's the technical term, but you develop. Cajones, whatever you want to say. And it expands because you did it once and nothing bad happened.
100. And then also what happens is you did it. And even if something bad happened, you saw the downside.
Wasn't that bad. You could recover. So like if you hosted in a webinar and two people showed up, not the end of the world, you get practice.
You said you hosted your first webinar. People came, you taught, nobody bought. Nobody took the next step with you.
Nothing bad happened. You got the data on what to fix next time. Let's go.
So even the worst case scenario is still, even an L is just a lesson. Doing leads to discovery. Yes.
We do it for the data. By the way, every business that is running game right now is a data -driven business. They're quick to get the data.
Let's maybe step off the high place we're at right now. Let's just get super practical. I believe step number one is to pick a date.
Yes. Just pick a date. You put a date on the calendar and you work backwards from that date.
Yeah, the work expands to the date. Yeah, Parkinson's law. So you would say, November 15th, I'm doing this thing.
Come thick or high water, I'm doing it. Okay, awesome. Now what happens is, I would tell the next step is to publicly declare this.
You know, we all do this thing where we let ourselves down. You know, you show up for everybody else, your family, your work. If you have a client, no way you're missing that call.
But then somehow we skip the gym. We skip our own goals. So you put yourself at the bottom.
You need to move yourself to the top. Make a public declaration. I'm doing this.
You're really doing it for yourself, but you're marketing for everybody else. I'm doing this on this day. Here's what it's about.
Here's why I'm excited about this. And then what happens is you've made a public promise to people. You've told a few people.
This is the first step in having just the accountability. You create accountability for yourself because you've made a promise. And now even if nobody saw the Instagram post or the story and you're like, I could deck out in the back of your head, you're like, I told 17 people that I'm going to do this.
I got to follow through. Yes. No, so good.
And the reason why, and you need to know that every time you do something for the first time or the first few times, it is to get over those things that you thought would kill you. It's just for you to like, so we said November 15th. And then it's just like November 16th, you wake up, you're like, dude, I still got a pulse.
Dang, it didn't kill me. And then you got all this information. And that's why I love coaching because sometimes, I mean, I'd boil it down.
Most of my coaching is really just to coach people into what they already know they're supposed to be doing. And sometimes identify those things that's keeping them stuck. But sometimes people do the thing and then it's like, it's not like they went viral.
It's not that they made $100 ,000. It's that they were like. People showed up and they stayed.
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This is for you, this is your moment. So to take the challenge or jump on the wait list, scan the QR code on the screen or check out the link down in the description below. Let's get back into the conversation.
So if you somehow just missed out on the fact that you need to get a lot of people signed up or invited or opted in, and then you get to the day before and there's not enough people, then you could postpone, you could change it. I wouldn't suggest getting to that position. But the point is, it's under your control.
If you're going to show up and your worry is that no one's going to be there, that just means you didn't have enough people signed up. It's just math. And then the other part is, Was your thing worth coming to?
Okay, this is the thing that people don't realize. Somebody said to me the other day, they said, hey, Neil, I'm doing this thing. It's amazing.
I put my heart and soul, hard work, blood, sweat, and tears into it. And I just, it's not, people aren't signing up. Like, they're not coming.
And I'm like, hold on a second. How much is it? It's free.
And I said, okay, so you know it's bad when you can't give it away. You know, when somebody said, how much is it, sir? And you said, it's free.
And they said, I can't afford it. It's not even worth my time is what they're saying. So in that case, you have a messaging problem.
So the next step in this whole process is how do you package it? You talk a lot about packaging your content. Same is true with events.
One of the biggest mistakes I see people make is the name of their event. It sounds so simple, but it's vague. It's unclear.
And so if you wanted to do a webinar, for example, I've seen people do it where you'd have to ask, you'd have to wonder what's in it for me. They might come up with the word. I saw somebody the other day, her first webinar said, it's going to be called Elevate.
What's Elevate? I mean, I knew it. Elevate what?
Elevate yourself, bro. You know, whatever you're saying, right? Somebody might've thought you're coming there to get high.
I don't know. You know, like, let's get Elevate. You know, like, so what about how to do this?
I know it sounds so simple. I just did a call today. You know what it said?
At this advanced stage of my marketing career, my event today that I made, whatever the 70, 80K was, was how to win more business in a shrinking market. I know you're interested in that.
You want to win more business and the market's getting tighter. Very simple. There's no confusion.
Yeah. It's so good. Imagine if I called it Elevate.
That would be hard. Now what happens is you could build a brand. I do have a brand called Forward, but that took six, seven years.
I don't want to sign someone up for that. So in my first events, I would say just name it very clear, not clever. Yes.
And by the way, I mean, we're going to get to like profiting from your events. But your title is the first level of enrollment.
So when you title something clearly, then you are giving people the opportunity to respond to that signal. And when somebody says yes to an idea, they're also saying yes to wanting more to this idea. Does that make sense?
So if we call it Elevate, unfortunately, we're putting her on blast or whoever this is or the homie. then it's like more of what elevate, right? But if people came to this workshop, everyone who signed up to this workshop signaled that they have a business, the one you did today.
Everyone that came to this workshop signaled that they did like to grow their business. And when people are in a space and they said yes to a very clear name or title of an event, they are signaling to you they want more of that idea. Imagine if somebody held an event for us called How to Slash Your Taxes in Half.
Around tax time. You and I would go, well, who are the people who need their taxes cut? Typically, high earners.
You're speaking directly to the problem of the person you're trying to serve. So make it clear who this is for. Now, that's if you're teaching and you have a special guest teaching.
If it was more of a networking thing, that's different. Everyone's goals are going to be different. If it's a series that you're doing long term, there's some thought that goes into that.
But at a basic level, if you've never done this before. Just teach something that would be valuable to your target audience. What is important to them right now?
How could you add value? And if you can't teach it, get someone to teach it for you. You can get a guest speaker.
I had a guest speaker today. I'm good at it. I'm good at it, but I wanted to bring a fresh voice to my audience.
And that's the person who helped co -teach with me. You can collab with people, and they're happy to do it if you did the work. You know how many people are interested in jumping on a Zoom call where they don't have to do anything but just show up and teach?
And there's just people there? That's awesome. So you do the work of inviting people, getting people to sign up, and then somebody will come in and help teach with you.
That's really good. But I just love how our brains just go to like, okay, we have something, event. You know what I'm saying?
Whereas most people are like, I have something, create a course or put it together or create the doc. I'll give you an example. This guy, same dude I did the event with today, my friend Phil, he texts me saying, I'm going to be in Las Vegas.
We've done business together in the past. I'm going to be in Vegas. Let's grab a bite to eat.
So I'm like, yo. If we're going to grab a bite to eat, I'm thinking, where should we eat? But I'm thinking to myself, well, that's not the best use of our time.
Why don't we do a podcast? So we did a podcast right here. I'm thinking, well, if we're going to do a podcast, why don't we go live?
So that's kind of an event now. Now it's on YouTube. It could be on Instagram Live.
Well, if we're going to go live, why don't we do it on Zoom and make it a webinar? So that same hour of time turned into an event. And then now we serve, I invited people, I ran ads to it.
1 ,000 people opted in. 600 people showed up to it. And then we had a great conversation.
It made a massive impact. And then at the end, I made an offer just kind of really quick. We hadn't even thought it through because it was just, he told me with one day's notice.
It wasn't a lot of notice. So I did a quick offer at the end. And I think there was maybe 25K in revenue.
People came into our world. And it created this whole snowball. Then we did it again today and it was bigger.
But it all started with a text about, do you want to go eat? If you've got time to go eat, you've got time to shoot a video. Everyone says, number one thing, I don't want to do that because I don't have time.
Well, what are you spending your time on? You're spending your time doing things that you're not squeezing the juice out of what you're doing. Squeeze the juice.
Everybody you're going to meet, if it's a business person, if it's Omar, if it's me, that should be an event, a mini event. Yeah, 100. Okay, so we pick a date and we market it.
By the way, we're just going to give you the tool. And bro, what about this though? That makes it so easy.
Before you go on. Okay, I won't give you the tool. No, you give him the tool.
But what about when you go get coffee? Yeah. It's coffee with Omar.
You turn coffee and croissant into an event. And 12 people show up. Literally.
You document it. You're talking about like when I do a meetup. Yes.
No, when I go into a city, I'm in a city. Hey, I'm going to be grabbing coffee. You're more than welcome to join us.
And your fear is no one's going to come. Well, you know people there. But if nobody shows up, you don't have to go on the internet the next day and say, hey, guys, I just want to admit, I did a coffee thing yesterday, and I got ghosted.
Not one person showed up, so I just want to be honest. You don't have to say shit. You just move on with your life.
But cool if four people show up. No, literally. And then if you can do it, cool.
If one person showed up, I was going to no one was going to I was going to grab coffee anyway. Yeah. So the same hour turned into an event.
Yes. And again, it marks people now, especially if you're someone who like put yourself out there in your industry or for your for future clients. Like, I mean, these these human interactions have created a persona around my brand, which is that I'm just.
A man of the people. I'm just down to connect. Whoa, dude.
I see you on the screen all the time. You're a human being. You're everywhere is what they say.
You're everywhere. We'll get into this in a moment, but that's amplification. When you're there, you film, you post, you make it bigger than it actually is.
Four people would have looked like 40 because of how much you've amplified it. I do the same thing. You would...
Definitely put a microscope on it, a loudspeaker on whatever you're doing. But the other cool part is you post and people might show up because you have an audience. Let's just say somebody watching doesn't have an audience.
You just DM people. You create the event on Luma and then you invite people. And then you ask people to share it.
And then you can pass it on. That was the thing, by the way. It was Luma.
Yes. Luma, you can create an event on it. Put a Zoom link.
It could be in person or online. Yeah, that's what you guys RSVP'd. If you ever want to come in person, by the way, follow us.
But you're just going to be sent to a Luma. And then it's going to tell you, remind you things. And Luma has made us a lot of money just because it's easy.
It's free, by the way, too. I mean, at this point, they should pay us because we talk about it so much. Yeah, I know.
I did ask the owner. Uh, one of the owners, Victor, if you, if you ever see this video, bro, hit us up because we're, we're running traffic to you. But the reason why it's so easy is in literally 10 minutes, you can have an event up and running that you have a link to share to people, whether it's an in -person, whether it's coffee at mothership tomorrow, or whether it's an event in person that you're selling tickets to, you can sell tickets to it if you want to.
Um, you can also do it for free. Yeah. Right.
I mean, and sometimes, I mean, I'll, I'll talk about like, what to say in just a moment but to stay on the example of just even like a meetup like what do you do every week that you could turn into an event as as much as a coffee thing like you can make that a thing by the way if you don't know if something is a thing make it one that's how a lot of times things become something only because you just do it consistently um and okay so now what's cool about these meetups is that my in my heart The meetup is not to monetize.
I don't have a table where you can go swipe your credit card. But if I could tell you the amount of times that somebody shook my hand at one of these coffee things and then eventually bought my coaching program, you'd go to coffee. You'd put on coffee meetups too.
Dude, it's the biggest differentiator. People have come into our programs a year later, maybe six months later, maybe two years later, and they'll say, I really appreciate how you took the time to talk to me. columbus ohio or dallas texas or tampa florida or we we did a live podcast in january uh what's it what was his name uh he joined the program the one the ads guy i don't know why joseph okay just joseph he came here with his wife because he so happened to be in las vegas i promise we're gonna move on this is a podcast though i know you're listening you're driving you're having fun we're hanging out okay he goes to buffalo wild wings with his wife and he's just sitting across the table from her he's like man I need to be in Omar's coaching program, babe.
He like self -sold himself and ended up joining. And I mean, it's been so cool to see all that's happened. But there was no hard bit.
I was promoting somebody else. It was Shannon Gillette. I was promoting her thing.
He wasn't even in real estate. But he came to an event. But he came to an event.
His first interaction with you was at an event, even a small event. And so your status in his mind was different. And then he got to experience the interaction different.
And then that. impacts all future interactions. This is called the primacy effect.
So think about this. I've never heard you break this down. Go ahead.
Bro, if you show up on video, you talk a lot about the quality of your videos. I've talked about this too. People treat you better when your content looks better.
People treat you better, same thing with your events, even a small thing. So I would just think about, really think about, I know I said this before, but think about how you're meeting people for the first time. If you improve that quality, Now you'll have an easier time with your business and your marketing.
That's good. That's good. Okay, so we picked a date.
We promoted it. And then now you got to find out what you're going to talk about. And I know a lot of people, this is where you freeze because you think you have to talk to impress.
Can I just give it to you? Is it cool if I just give it to you? Say yes, please.
All right. All you have to do on these calls is share stories. of how you've helped people or all you have to do on these calls is change the way somebody looked at the thing that's it just change just change the way you came in here and you're like yeah i'm you know i want to build my personal brand okay that's your that was your overarching thing and now we're changing the way you see that journey by saying like maybe i need to consider starting events putting on meetups getting people in rooms Do you notice how we're just changing the way you perceive building your personal brand?
That's all we are doing right now. But when you're teaching or training or whatever, and I don't want to get too deep into the psychology of sales there, the reality is you're just going to share stories. I do hope, and I like talking to people who've been doing what they've been doing for a long time, because what you have is you have proof.
You have people you have helped from point A to point B.
If you just take an afternoon or a weekend and you write down some of your favorite client stories, here's how you're going to just share. Every time you've helped somebody get to the other side in whatever, I mean, and we've got fitness here. We got finances here.
We got marketing, you know, podcasting, real estate. Okay. If you've helped somebody go from point A to point B.
You have, congratulations, you've helped them defy the odds. There was an odd, or what would the young people say? I had an op?
They had an op? I never heard of that one. No, yeah?
And you were the variable on how they went from here to here. So let's just go, I love the real estate example. The last person you helped a transaction, what was it?
The number one question I usually get asked by people like you is Omar, how the heck does your videos look and sound so dang crispy? Well, the reality is it's the equipment I use and you'd be surprised how inexpensive it could actually be. So I've compiled all my gear and I've updated the list and I want to give it to you.
So if you're listening or watching this, just hit the description box below and I'll send you my gear guide for every budget. Now let's get back into the conversation. Home inspector partner.
What was like the biggest thing that was preventing them from like buying originally? Was this their first home? Okay, so their first time home buyer and they worked with you.
And why did it take them so long to buy a home? I mean, in this specific, it was definitely just he was building his own business and getting, you know, the 1099 taxes done and all that type of business is where it just led him to take a little bit of time. But of course, it gets, you know, the nitty gritty of...
how you have to get there when you're a 1099 and whatnot is, is a challenge. Okay. It's a challenge, but he thought he probably could never.
So it's, it's like that business. Like if you, if you're a, if you're a contractor or a freelancer that you can own a home. Absolutely.
So something that did that, he just didn't perceive was like a real reality. You helped him get to that point. Yeah.
People take it for granted too. Cause there's other business owners. There's other business owners.
Don't know that. And you think. Everybody knows this.
No, they don't. You and I might think, well, everybody knows events are the best way to grow your business. No, clearly not.
So the most powerful thing anybody can do in this room or watching or listening is shift someone's perspective. That's what you just said. It's a reframe.
It also works with my most viral content right now is anytime somebody came with one idea and you shifted it. So you just ask yourself, there's a simple formula for this. What do people believe in?
In your target audience, in your industry, what do people believe that's simply not true? Yes. How many of you in this room were told that cracking your knuckles would give you arthritis?
Anybody told this as a child? I was told. There's a lot of those.
Some of you guys never told that? Okay, well, did you know this is not true? Somebody proved it.
Like some dude got a Nobel Prize proving this, that it's just gas in the joints. Yeah. And so you got a belief that you were told and you accepted it as fact for the rest of your life.
How many people, business owners, they're just told, hey, our tax returns don't show enough income. I can't buy a house. That's just the way it is.
I'm going to be a renter for life. Well, didn't you know that there's other ways to document your income? He just said 1099.
There's bank statements. There's all kinds of ways to get those people into a deal. And so that would shift their belief.
If you're the first person that shifted someone's belief, again, what's the status you have in that person's mind? Yes. They respect you more.
Think about the people you look up to and respect the most. It's someone who changed the way you think. And somebody thinks like, oh, that's too far -fetched.
I'm just, you know, how am I going to do that? It can just be a small shift. So if you thought that lifting was going to be the best way to get in shape, maybe you might be the person to shift my perspective that it's actually 90 % food.
And I thought it was all about, you know, this or that. There's so many misconceptions with health and fitness. And then you'd be the one to break it down.
This guy spoke at our event recently. He's built a million followers on Instagram and he's built a thriving business, multimillionaire, just quit his job, moved to his dream city, San Diego. And now he's just a content creator living the life.
The way he got there was because he took his content strategy about these simple things that people get wrong about health and fitness. And every day he broke it down. He's like, dude, you don't have to count your macros.
Just do these simple things. It's not about counting every calorie. It's not about this.
Here's the way I recommend doing it. And look at me, I've lost 50 pounds and I can help you do the same. And that turned into a massive brand.
Oh, good. Because it was a simple shift. So I would just think about that more.
How can you shift people's perspective? Yes. And I mean, the truth is, is if you've helped people, you've done it, but this is where it comes on you.
Actually, it's your job to label that, to label what that thing was. I think it's one of the most powerful things that God gives us the power to do. It's one of the first jobs God gave man was to name the animals.
Everything is built around names. Like what you attach the meaning on something, what name you attach on the client you just held. And so that's the big idea.
I don't want to go too deep other than just pick three or five. Three or five things like, hey, I just want to share a few things on why this works. Exhibit A.
And then you share the story very briefly. Do you see how this is possible? Well, yeah.
Now they say, yeah. You know, they came on this call. They didn't think it was possible.
You share this story. They are more bought in and more empowered about the idea of whatever they said yes to to come to this event. And you just shared three or five of those stories.
And then you sell. This is what you sell. You ready?
I love how you talk about this. I'll hand it over. You simply just sell the next step.
Don't sell the promised land. In this case, you just sell the next step. So here's where we go from here.
Now, you're really good at this because in all honesty, this event is already a next step. But the goal in business is, have you ever heard the phrase customer journey? The more you can clearly articulate and identify what your customer journey is, the more you can repeat it predictably.
But sales is a series of next steps. So be thinking like, It's so much easier to take the next step.
That's why offering the event or the meetup or the thing, that's an easy next step for somebody to say yes to. And then you offer the next step. In this case, your next step is to take the content to cast challenge.
This is the five -day live coaching experience with your boy Omar Al -Takrori live on Zoom. We're not doing it again this year. Link in the description or scan the QR code if you're in the room.
That's the next step. That's it. But now we can just focus on what we're here for.
Can you elaborate on... this idea that like a lot of people jump too quick to like the engagement yes engagement would be like asking your girl to marry you before she was right like you know how people jump the gun yeah and like people talk about this all the time where you know you're asking for too much up front so just think about what is the micro conversion customer journey these are all the same things but i just think of there's a big body of water to get people across you just need to put some like rocks in it, some steps along the way so that they can hop to the next thing.
It's easier. Now, does it happen where you can skip a few steps? There's opportunities for that.
We could talk about that later. But for now, what is the easiest next step so that it's easy to say yes? And here's what I found people do.
They sell they sell in a way where it sounds like too much too soon. And then someone's hold back. I feel a little pressure here.
Like I'm going to I need to think about it. I need to wait. And so you want to make it easy to say yes.
So some things you can do there are What would be the next logical step? If you do have a step that's hard to get to, what's one step before that?
So for example, somebody wants to buy a house. That's a big step. Now they could occasionally just jump straight to the gun and go for it.
But there's a lot of people who are indecisive. Next step would be to come to this guy's call on how to buy a home as a business owner, even if you don't have tax returns. That's the next step.
Now on that call, is the next step buy a house? No, no, no, not yet. You can't get there yet.
The next step would be to do a custom buyer plan. So you got the general information, but here's what I know. The people who are winning in this market, the people who are getting the best deals and getting action, have a custom plan.
If you don't have a plan, you're just going around aimlessly and you're just getting general information. So I set aside time to do three custom plans this week. If you want to grab one of those spots, here's the link.
Now somebody's going to say, well, I could do more than three. Well, could you really, if you really were going to do this, like if you were going to pour into them and give them a great service and experience, could you handle more? Because it's not infinite.
There's a number. So I would create scarcity based on real scarcity. It's not fake.
Of a number that you could accurately serve people at. And it would be like three people that day. And this is the day you set aside and you're going to do it.
And then those three, you know, the people might take advantage of those spots. That's one way. Another way is to like give them a tool or something that they could do.
to apply like a form, a survey, things like this. There's so many next steps. But what I found is so many people do the event and there's no next step.
You just went to help your friend with an event in Texas. We won't call him out, bro. He's a friend.
But he did the event. And here's what happens. Whenever you do a big event, you're like running, you're running.
And it becomes like a wedding. You're just so glad it's over. All the work, all the hard work, the invites, the food, the beverage, the calls, the conversation, you're just exhausted.
And then you get to the top of the mountain. You're like, fine, get to rest. The problem is in this business, if you're on the mountain at the top, you look across, there's a bunch of more.
Like the work has just begun. But the cool part is you're already on the way. The hardest part was getting started.
So now you've done all this work. Don't let it go to waste. Give people a next step.
It's actually irresponsible of you to say, hey, I did all this work. You learned this information. Now go out on your own.
Peace. God be with you. Godspeed.
Godspeed. That's irresponsible. You actually did them a disservice because you taught them.
So it's actually in your best interest, it's in their best interest to give them the next step. 100. Especially if you're creating that feeling.
I mean, dude, and we're calling out all my homies. My brother, he threw, my brother's in ministry and he threw a couples, young couples event, two day, no charge, had 50 couples come into Las Vegas and he just poured his heart out. And then I asked him, how did it go?
And he was like, bro, top three ministry life experience. He's been in ministry for over 15 years. I was like, did you sell something?
He's like, no, no, no. I was like, bro, you broke down how they can better run their ministries, how they could better preach and plan for sermon series and like all this stuff. And then you said, you opened up the can of worms.
Now they're going to go home. you might have left them in a worse place. Yeah.
Just because now they're just stuck. They're stuck. Or they're lost.
And they might get the wrong thing from somebody else. Or they might get misled or they might get ripped off. By the way, that's your opportunity too because other people are doing that.
They're opening up the can of worms and the clearer you can communicate, the clearer you can point out a next step. I mean, you can close someone who was opened by someone else. Yes.
They might have saw a video. Yeah. And then now they watch your thing.
You were the one who got them to the next step. I've had that happen so many times where someone's like, hey, I've been following your content. And I'm like, awesome, bro.
And then they're in somebody else's thing because somebody else made the next step. It's fine. The market's big enough.
But like, let's just say your brother or anybody. And I just had this happen. I'm speaking at an event.
It's an event. And I don't have a next step. It kind of caught me off guard.
Another lady in my group, she's doing an event and she didn't reach out to plan everything. And then it's the day of. And she says, Neil, I didn't think about what's my next step.
I don't have a clear offer. And I'm like, okay, when's the event? We can work on this.
She's like, it's today. I'm like, oh, dang. Okay, so we got to figure something out quick.
So you could put something together quick. But at a very minimum, here's an offer. Hey, if you guys got value from what I'm saying and you'd like to talk about this more, I'm going to go stand over there afterwards.
So I'll be hanging out. Please come see me. that's the next step.
So I did that. I just said, hey, I don't have a thing, but if anything I said today resonated with you and you'd like to talk about really taking this seriously in the future, I might have an opportunity to do a project together. Come see me.
So somebody came and saw me and then I'm like, okay, I could work with you. You could do consulting. You can invite them to a workshop, but you can gauge interest because like I said, if you go stand over there and nobody comes, no harm, no foul.
Yeah. But the truth is, this was a huge unlock in business. is especially if you're clear with your messaging and you're clear with what you call it, the offer is usually just more of the same.
I learned this from my friend Richmond Din. McDonald's has made billions of dollars by asking one question. Would you like to supersize it?
Not would you want to add this and like this special and this special. No, they just, okay, that's what you want to order. Would you like more than just that?
But the same of that? And the two apple pies. But would you like to supersize it?
People oftentimes just wanted more of the same. Now, the reason why people shy away from selling something is because, I mean, I think we project our insecurities and because it's not a polished product to us. By the way, no one has a reference point.
So like the only person you're trying to polish it for is actually you. True. But all people want is more of the same if they already came, if they showed up.
The best offer is if you like this, you're going to love this. So good. If you like this, well, you're going to love the workshop I'm doing next week.
So let me give you a perfect example. I taught content strategy for free at an event. The next step is in this room next week on Thursday and Friday, we have a content workshop.
It's called Content to Clients Live, similar to Content to Cash. We all work in similar. Names, right?
So content to clients. That's what I know that my people wanted. So that event has people coming, but I have a few open spots.
So I invited people, hey, if you loved what I taught today and you want to go deeper on this and you really want to take this seriously as we head into 2027, I'm doing a workshop on November 4th and 5th. It's for people who are serious. It's very exclusive.
There's only 12 people coming. If you want to grab one of the last two spots, here's the next steps. And I think one of the things I made a mistake of in the past is I talk fast and I have ADD and I just kind of bounce around.
You need to slow down and be clear. People have told me, what was that thing again? And I'm like, I just did the whole thing.
You didn't remember? That means I was not clear. So now what I've started doing, and I did it today, I slowed down and I went in less words.
People are processing a lot of information. Take it easy. Depending on how well you do or by how well you do, how you create the feeling in them.
Dude, they're just emotions. And they're not quite listening to every word, and there's a lot of details. They just learned a lot.
If you provided value and you provided case studies, they have a lot that they're processing already. So slow down and say, guys, I have something special for you. If this is something you want to do, and then break it down.
Here's what I'm doing. Here's what's included. And then don't overwhelm people.
This is where I think people go wrong. I have a note on my desk, bro. It says don't sell work.
People want outcomes. They don't want more work. So I think a lot of times in a consulting business and a coaching business and these types of things, they came to you for help with the thing.
And it is overwhelming. And then you overwhelm them with a whole bunch of steps and calls and work. And they're like, ah, let me think about it.
I just had a situation where I paid $30 ,000 to do something. And then they blasted me with emails. And I immediately won a refund.
I asked them for a refund. It was a consulting. They're going to help me launch a division within my business.
But I'm immediately worried now that I don't have the bandwidth to do this. And I thought they were going to take it off my plate, but now it's so much work for me that I have to pump the brakes and I have to say, hold on, maybe it's not the right time. Yeah, that's good.
Now, this isn't the final step, but if you create this event and you deliver and you have one to plus show up, your next step is follow -up. The fortune is in the follow -up. And it's not follow -up to force.
It's follow -up to check in. Sometimes follow -up to just get feedback. If you genuinely believe that what you have to offer, I like to define it, is better.
Better than what? Better than what was. Like if working with you as a financial advisor or consultant is better to do it with you than it is to not do it with you.
Or chat GPT. Or chat GPT. Or like, then.
then you would do whatever it took to see why, where they're at, what they're thinking. When I sell, I go, what's on your mind? And then you'd be surprised what's on people's mind.
It has nothing to do with your offer. It has everything to do with their life. And it's because when we present these opportunities for another...
way of experiencing life, which is what I believe offers are. You're inviting people to experience life at a different level, a different place, or even as practical as real estate or fencing your house, home services, who knows what. Like to have a fence around your house that is both visually appealing and safe for your children is better than not having it.
So then why, what's going through your mind? What's going on? Hey, just checking it back.
We saw that you were on the call. Like, I just, the work isn't done once you start it. A lot of the times the event is really just to create the curiosity and the feeling and maybe just the awareness.
And then, I mean, I'm glad actually you called. I was waiting for something to happen. It kind of slipped my mind, but I'm glad that you're on the phone right now.
Like, let's talk about it. I was actually interested. I was just, I had one question about this one logistical thing.
Oh yeah, done. All right, send me the link. Yeah.
This happens all the time. Usually people were confused. They didn't hear something or they wanted to know you actually cared.
Yeah. Like, for example, say I offered three calls and only one of the calls got booked. Now you're like, dang, I failed.
I don't have the two calls. And there was maybe 17 people there. So you just start going down the list.
Yeah. Hey, John, great having you at the event. I don't know if you saw this.
Just assume they didn't see it, because if you saw it, you probably would have took it, man. So I'm assuming you didn't see this. But in case you missed it, I'm doing.
a few calls, and I thought of you. I thought, you know, you must have came for a reason, and I wanted to make sure I followed up with you. Is there anything I can help with?
Like, where are you at? And then have the conversation. What's on your mind?
And they might tell you. They might be like, oh, yeah, dude, I saw that, but I'm good. No harm, no foul, right?
But they probably will say something like, actually, dude, I am thinking about this, or I am struggling with this. I'm actually at this point. And then you could talk right there.
So I remember having a program that I sold live, and we didn't fill all the spots. And I was, like, kind of depressed that night. Dang, I put all my work into this and I thought it was going to blow out and it didn't.
And then I stopped feeling bad for myself. And the next morning I woke up and I hit the list up and it was full in two days. It was just a quick follow -up.
Sometimes you're just one or two follow -ups away from everything you want in life. Most people don't follow up. They just assume it's over.
Either they're lazy or they're scared of what the other person's going to say. And I will tell you, whatever that feeling is inside that you're scared, all your success is on the other side of it. Some of the biggest opportunities I got this year were on the other side of a conversation I was scared, a call I was scared to make.
I just ask. And you come from a place of service. You're not calling to close somebody.
You're calling them to make sure that they're good. Did you get what you needed? Is there anything I can help you with?
And they're going to be like, wow, Omar really reached out to me personally. You just did it today. Omar sent out hundreds of voice memos from himself.
two people to check in to make sure they're excited about this event that you're about to do. Nobody does that. And then the people respond back saying, oh my God, thank you so much for reaching out.
Two minute voice memo back. In a world of everything is being automated. Think about this, guys.
A year ago, when somebody messaged you, called you, did a video, you might have thought maybe 20 % chance that this is AI. This is a robot. Today, guys, 2026, as we head into 2027, 80 % of people will think it's fake.
They don't even know if it's real. When a phone call comes in, the first thing I think, is this a human or is this a bot? Anything you could do to signal I'm a real person who's here to help, boom, competitive advantage.
Do the things that other people aren't doing. Make the calls that other people aren't doing. Hosting events is the exact thing we're talking about.
That's why, because everything is robot and you're a human doing something real in person. Gary Vee just said this. He said that the biggest thing going forward for him, and he's like the guy who tells you what's going to happen next always, right?
And then he points back and makes the viral video. Hey, I told you guys five years ago. He says IRL, in real life experience.
That is the number one thing. Go analog. Go in real life.
Come on. Let's go. Like this is analog.
This is analog. As analog as it gets. And nothing we shared in the last however many minutes.
is inherently hard it's just scary it's yeah it's a little scary or it's awkward uh yeah lean into the awkward friend make a bad joke you know nobody laughs you're so you're fine you survive yeah i've said the wrong thing in front of everybody uh there's a study and there was a guy it's a harvard thing it was published and it really changed the way i think about sales so there was he was presenting something and then he had an offer at the end There's two rooms.
They're separate. There's a wall between them. They can't see each other.
First room, he goes in, does the whole presentation, makes the offer at the end. Certain amount of people sign up. Goes to the second room, does the exact presentation.
During the presentation, he spills a cup of coffee on himself. The conversions in the second room were higher. Wow.
Because it's a signal that you're human. And when people make mistakes, they trust you. Nobody's perfect.
You fumbling that joke? was probably endearing to somebody and they bought your thing because of it. I've made a mistake.
As long as you don't get canceled, that's another thing. You could go too far. Somebody's going to take this shit too far.
But I will say, anytime I've made a mistake and just been myself, somebody's like, hey man, I just love your humility. I love how you're, like it made me feel like I can do it too because I don't have to be perfect. I could just wear a t -shirt and do it.
I could, I don't, I'm not confident, so I could get a guest to do it with me. Like if you don't have the confidence, borrow confidence from a friend. It's much easier for us to do this together.
If I mess up a joke or he does, you got the other person at least to lean on. Do it with a friend. There's so many ways you can level up the game.
Isn't it funny how here we are just telling people to be human? Yeah. Everyone's like, AI this, AI that.
Yes, I'm using AI. We used AI a lot today. You used it a lot today too.
But that's not the best marketing. That's how you take care of the business on the back end. The front end needs to be human.
Amen. Any questions? Thank you.
Thank you. First of all, appreciate you guys. This has been really good.
A lot of game here. I've done some virtual events. And just like you said, you have times where 50 people show up, 100 people show up, two people show up.
I've struggled with consistency to get people to show up for virtual events. Is there any?
What did you call the virtual event first? That could probably be the problem. We started with the first step was packaging.
So what do you call them? It depends. It depends on kind of what the main topic is.
Who's the target audience? That's a good question too as well. Mostly small business owners.
I had one that was talking about... Just even thinking about it, the name doesn't sound good towards small business owners. It was talking about wealth creation and saving money on taxes.
Okay. You do these a lot with business owners. Yeah.
So what I'm getting a sense of is, number one, you believe you have to come up with a new thing every time. It could be recurring. Yes, that is true.
So something that's a limiting belief. The limiting belief we think is we think we need to have a fresh presentation every time we do the presentation.
Dude, Usher and Chris Brown, they came here, did two nights, left a month, they came back, did a third night. It's the same. Is anyone expecting anything different?
That same premise, the goal is to actually perfect. one presentation, the person is the variable. So when a person decides to show up, now if someone showed up, they're now a lead and your follow -up game should be crazy in a good way.
But then consistently offering it either weekly or bi -weekly or monthly will allow people to come to it when they're ready. I like to think of my business like a church. It's like the doors are open on Sunday and when you're ready, we're open.
So like that's the idea. I used to think that I had to come up with something fresh every time. But you're giving people too many different reasons.
And it's actually might be mixed messaging as opposed to what is your offer? And like, what are the stories that need to be told for a person to feel like this is what they need? And so I would I would perfect it.
And then at some point you start running ads. Now, here's something I live on in this rule is you never want to. outsell you don't want to sell faster than than your brand or your audience is growing so this is why having this as an asset in your business is good so that you could spend time building brand with content however you want to show up online but once you exhaust the audience you might tap into cold audience and they need and they usually need a different message because they don't know you you know but I would say that's probably a nice fix right there is just the one that you had the biggest show up rate probably had the best messaging or the best framing or the best timing or the best whatever.
That's data. Do it again and then perfect it. And now the new number to actually dial in on is the conversion number because you're getting people to show up.
That's good. That's right too because the first one I did had the biggest amount of people, the biggest conversions, and then we tweaked the name, switched the name, changed the messaging. If it ain't broke.
You know, like that's the thing. Especially after one, dude. Like, dude, after one, check this out.
After one, you do your first one, 50. Dude, that was a crazy call. We're going to do it again next week.
So if you missed it, hop on. If you didn't even hear about it, hop on. You might get 45 because now you got excitement.
And then the next week you do it, maybe you got 30. And the next week you got 20. Yeah, I remember our friend Daniel Priestley, he told me this.
He's like, hey, what was your best one? Just like we just asked you. And I told him, and then he's like, how often do you do that?
I was like, just kind of when I feel like it. He's like, are you dumb? And I was like, what?
He said, why don't you do it on a regular basis? It's a consistent thing. Same reasons why Omar said it.
And then I said, I don't know. I never thought of it like that. Honestly, I get kind of bored of doing the same thing.
I feel like I'm repeating myself. And then he told me the same thing. He said, do you think Metallica gets tired of playing Enter Sandman?
Do you think they get like... You just play. Give them the hits, dog.
They want the hits. Give it to them. Now, what I also learned is that something that really stuck with me, bro, is after doing it so many times, people start to associate you with the outcomes you're getting your people.
A brand is an association. It's your face, your name, your handle on Instagram and a feeling and results that you're getting people. You think that when you tell people like they're going to know they need to be told so many times, bro, that it's almost uncomfortable.
You'll get tired of it long before they even get close to noticing it. So what I realized is people need to be reminded more than they need to be taught. You don't need new things every day.
I'm teaching the same five or six things for the last six years. A new package, new way of saying it. You get better at saying it.
You learn, hey, this part lost people. This part really resonated. And then you start to perfect it.
And if you stick with it long enough, it sticks with the audience. Then what happens is people tell other people. What was your name?
roosevelt rose roosevelt roosevelt okay so someone's like roosevelt dude you gotta go to roosevelt's and advance bro they're so good i send my brother there i send my anybody i know bro i'm sending them to your thing because i you get result so i think people give up before you ever get to that place yeah sure so finally i got there with forward after six seven years i didn't realize it takes that long sometimes but i'm only doing once a year you do an in -person event with a thousand people at a thousand dollar ticket like i mean that's hard yeah but like it took six years for someone for enough people to be like you gotta go to neil's event but if there's enough people saying that then it tipped into my favor it just took a while but with the virtual there's enough like you can get there in literally six months you don't need six years yeah yeah okay appreciate you guys yeah yeah i i think at this point i don't know how many times i've ran the webinar
We ran the webinar. It's a pretty similar presentation. No, it's the same presentation, bro.
Oh, dang. 40. 40 plus times.
You tweak it a couple times, though. 40 plus times. And until it stops converting, I don't know.
I am tweaking little by little. Every time I see a question, here's a piece of game I got from Russell Brunson. You deliver this webinar, and then you study the chat.
If anybody asks a question at a certain point in your presentation, it cues you to include it for the next time. And this is how you perfect a presentation. Then you get their language, too.
It's their language. And then I know what you're thinking. You're thinking blah, blah, blah.
And they're like, well, how did they know I was thinking that at this moment on this presentation? It's like, yeah, because I gave it before. And other people told me that, you know, this is crazy questions.
I did this thing is a hack for anybody doing one of these is on when you get people to sign up for your virtual event, they get a confirmation email. Now, that email many times is the first email they got from you and your ecosystem. If you get them to respond to that email, it now secures you in their inbox.
So this is just some email marketing wisdom, kind of nerdy stuff, but it works. But the bigger thing here is what are you asking them for? So I asked people today, what's the number one objection you're seeing in the market?
So then they were replying every time people signed up for my webinar or the virtual event, they were giving us back data. What did you say earlier about data? Data or data?
Is that the right way? Data. Do it for the data.
Do it for the data. Okay, cool. So people replied.
People replied with the data that I needed on the call. So then when we came on the call, I said, guys, the number one objection that you're hearing is this. And people, oh my God, how'd you know?
Like, this is crazy. This is the most valuable thing I've ever been to. Thank you for, somebody literally said, this is the medicine I needed.
Crazy. And all I did was ask them what you needed help with. And then I give you, it's that simple.
Like serve the group. It's not about what you want to teach. It's what they need help with.
If somebody told you the number one thing I need help with is cutting my taxes, let's go all in on that. Let's help them build wealth. Did you guys know that the number one expense for any business owner is the IRS?
I've made it my mission in life to help you pay the government less money. That's why I host these events. That's why I'm passionate about this because what could you do with an extra $75 ,000?
Compound that for 10 years. That's how I change lives. Now you become known for solving that problem.
You'll be full forever. So good. Hi.
Thank you so much for this. So everything that he said and, but my question is this. I've never done an event like this.
I work in fitness. I help people get out of pain. And so do I have them move or do I just sit and talk to them?
So that's my thing. Do I have them do movement or do I just sit and just tell them how I can do it? That's good.
Do I teach how to? do i show how to on these calls um i believe the simple answer is no you don't want to do that um and the reason why is because it could take away from them believing the thing right and and so the the first you have to believe though that not feeling like you have to show them how but getting them to really believe in your system your process your ability is how they're actually going to experience that um and you do again you do it through storytelling uh you know one of the most powerful uh tv ads of our generation was p90x and p90x made you believe in muscle confusion they they were like this is the system it's muscle confusion you trick your muscles they get big And you're like, whoa.
But are they teaching you to stop watching the infomercial, to pick up and start doing the workouts? No. They're sharing stories of people who are like, bro, my back was toast.
I started the P90X system, muscle confusion, and now my life is this. So I guess simple answer would be I would use your mental capabilities, your ability to think through stories and other people you've helped. that didn't feel like they can get the breakthrough and then show that it's possible for people like them.
So follow -up question to that. Some of the things that I've helped people do in getting out of pain and getting more present in their bodies, they've done things. They're like, I started working with you and now I'm on stage being a comedian.
I started working with you and now I'm not shy to stand in front of people and talk. Those are case studies you could talk about on the call. Just a real quick structure for you is like, what's the big idea?
What's the big... thing big shift you wanted them to make so what omar just said muscle confusion for peanut what's that thing for you and sometimes you want to teach seven things you can you really want to boil it down to like if they left with nothing else they would understand this one thing that's your one big idea this is important for any webinar or any virtual event so that's the one big idea but then now in there you break beliefs you can teach things you can show case studies and then give them the opportunity to do the next thing but i think the knowledge piece is so powerful without having to get into the weeds Because what happens is if you get into the weeds, people then mess it up.
They feel overwhelmed. They think, I got the information, so now I can go do it on myself. And you know that's not going to work because you only give them a little piece of it.
You can't do the whole thing. So I found that when you overteach tactical information, it actually prevents people from getting the results. Yeah.
I would ask them, so notice these stories of what would happen to you. And feel free to unmute. What would happen to you if you got this fixed?
And you get them focused on that. Yeah, even like I had back pain. This is funny.
Just a few years ago, I couldn't even tie my shoe. These guys used to make fun of me in the office. Like, old man, what's up, bro?
And I'm like, I had so much back pain. I had to stand. I had all kinds of problems buying different chairs and tools and going on interview.
And then I realized one person shifted my thinking on it, and it was strength training for my low back and core. And when I locked in on that one principle, my back pain went away. And like, you know, it was just a shift.
I had to learn the principle first. He didn't put weights on me and, you know, make me do it. He just shifted my thinking first.
And then I bought the program. Then I fixed my back. Thank you.
Awesome. We'll do one more question.
Right over here.
Okay, so. definitely like what would just be the like very very very first step for like anyone in here for actually a virtual event or real event in the sense of like okay, I pop up my flag to say, hey, I'm publicly announcing I'm doing this on IG or what have you.
What would be the things you guys would do if it was square one, almost little to no marketing budget, but to also have the opportunity for the most amount of people to be in your room? You're in real estate, right? Yeah.
Okay, so are you trying to get more clients or would it be more referral partners? I mean, in general, like... I'm searching for something that's more outside of the box than a first -time homebuyer seminar, right?
That's been there, done that. Exactly. I want to find Hawaiian homeowners that have $2 million in equity that can buy a rental property in Las Vegas for cash.
Yes. Okay, so you have a great idea here, which is narrow the audience, narrow your focus. If you go broad, people don't really see the value in it, and it just gets lost in the sauce.
Everybody's heard first -time homebuyer class too much. So what's another problem that you can help people with? And so you have to think about this.
How many people are in the market that have a problem that's not being addressed by these classes right now? So I would ask you, what do you think is the number one problem for people who own a home right now? Probably that most people have golden handcuffs with their interest rate.
So they've outgrown their current home. Right. They want to upgrade, but they don't quite know how to do that.
They have one home and they want to get into another home, but they have a really low rate on this home. So if you started talking about that problem and invited them to a call, a master class, a information session, whatever you want to call it, where you're going to break down the top strategies on how to buy a home, even if you have a home to sell, or how to do this whole two -home tango thing, like, you know what I mean?
And you may be able to keep it. One of the biggest mistakes people make is they think they have to give up their 3 % rate. You don't have to, you can rent it out.
You know, like there's so many things you can get into. There's so many strategies, but that is a real problem. So when you niche down, it's important to be a niche, but don't go so narrow.
Like you said, uh, Hawaiian owners who make this much money, who want to buy a home with God, like that's very narrow and it's going to be difficult for you to market because it's not a broad and expensive probably to find them like through ads, which I like how specific that was. Um, but I think there's something to say about just a class of people, a class of people that like, everybody in this class has equity.
Like, I mean, so if you, I think if you decide on creating something around homeowners with equity who want to like do something with it. And then I think that's where it starts opening up the conversation. And now everyone in your, just think about, because especially the type of business you're in, the goal is to get the leads.
And then like the class is amazing, but now you have, now you have identifiable people who say that I have, I have equity in my home. They're literally telling you that by signing up for this class. They may not even show up.
They might even show up. They gave you the signal. You have to think about this.
The best marketers are not looking for sales. They're looking for signals. If you ask a room full of homeowners, how many of you feel like you've outgrown your current home?
You'd like to buy a new home, but you don't want to give up your 3 % interest rate. And 17 hands go up. You know those are 17 potential clients now.
Now, if six of them show up to the call, that's fine. But there's 17 are leads that you can follow up with, that you can continue to email, you can prospect. So I would put out the issue and then see who's interested first, and then you can move forward.
And the other thing that you can start doing is like surveying people, looking at the news. What are people interested in? What are the problems they're facing?
And then come up with ideas around that. But I would start with one. You mentioned business owners earlier.
That's another one. Business owners. I think people take this for granted.
We think what we do is, like, common. Everybody knows it. I mean, I was almost going to call cap on the whole first -time homebuyer.
Yeah. I just wanted to call cap on that. I mean, the biggest demographic to any industry is the first demographic to anything.
Yeah, I think it's just been played out. But you don't have to do it. You don't call it first -time homebuyer.
Yeah, no, yeah. You don't have to call it first -time homebuyer. I mean, but I would even still argue it's not played out.
I don't know, I can't think of more than three people in Las Vegas that are doing first -time homebuyer webinars on a week, like consistently. They do it when they feel like it. So I just want to make sure that we don't.
It's not saturated. It's not, bro. Like we talked about, bro, people aren't willing to do it.
And then when we do do it, they do it one time and then at the point you do it. I think this is the part, this is the big shift for everybody here, is you think you're competing with everybody who has this idea. You think you're competing with everybody who started.
But most people quit along the way. So you're not competing with the entire market. You're competing with whoever's going to stick with it for the next three, five, seven years.
So when I started my event, I'm like, how am I going to compete? There's so many established players. Most of them fell along the way.
Like most people that started with me have quit. The same people who started their YouTube channel the same time Omar started. Most of them aren't here anymore.
So now the competition gets, it gets pretty lonely. Like nobody's there. And that's why when you get to this other side of the mountain.
you start realizing that nothing is saturated because everybody quits or they suck. Facts. They don't look at the data.
They switch directions before they even get traction. We do it ourselves. Your problem of like, hey, I did this one thing, it worked, and then I shifted.
This is a common problem for everybody. So then now you do the thing and you can take it over based on your signal. So there's so many opportunities I think people are just sleeping on right now.
I mean, pick a date, Luma. I mean, if you want it the first time, especially everyone here, just text your phone book. I'm doing a call if you want it.
Dude, this is crazy. On the app for Luma, you download the app. You make your event on there.
Call it, you know, how to buy a home even if you don't have tax returns or for business owners, move -up buyers, whatever you want to say. Now, you create the event and the description, and then it says invite people. And when you go to invite, it says.
You want to invite your contacts on your phone. Oh, snap. It will bring your contacts in.
And you could pick which ones you don't want in because you don't want this guy because that's your ex -girlfriend or whatever. You can exclude people. But you invite everybody.
It sends the invitation on your behalf. It follows up. It's crazy.
It's pretty good. That's awesome. Beautiful.
The Hook
The bait, then the rug-pull.
The episode opens on the scoreboard: an $85,000 day for one host and close to $20,000 from a Zoom call the same day. The title promises a new way to sell, and the answer turns out to be old: get people into a room, then give them one easy next step.
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A 53-minute interview where a publishing founder coaches a video-business owner, live, on what his first book should be and how it should sell for him.
Myron Golden tells Omar Eltakrori why the only way to learn how to raise your price is to raise it, and why rich people are exactly who you should be selling to.
A 38-minute unedited monologue making the case that teaching is the highest-paying skill in business, and that the model built around it generates millions without a sales team.
A 111-minute livestreamed podcast where a YouTube coach and his co-host lay out one repeatable system, mindset, packaging, then five ways to monetize, instead of algorithm hacks.
Omar Eltakrori sits down with Graham Cochrane to unpack why most businesses feel unnecessarily hard, and how pricing for value instead of hours builds one that doesn't.
Daniel Priestley returns to The Dept. for a third time to argue that personal brand now beats business brand by 20 to 1 — and to lay out the exact content system that makes the algorithm find your people for you.
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