Episode 64: Harnessing the Power of Storytelling w/ Danny Brassell, Ph.D.

Episode Transcript
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(00:02):
Hello, hello, welcome in. If you're here listening to this
podcast, that means you're destined for something great,
and we both know it to be true. So without further ado, welcome
to the Dark Matter Podcast. Hello, Hello, and welcome back

(00:36):
to the Dark Matter Podcast. It's Dev, and today I've brought
to you a business coach by the name of Danny Brassell.
Danny is a Co founder of Well Crafted Story.
They help entrepreneurs, executives and business owners
create compelling presentations that convert audiences into

(00:57):
clients. So I'm super excited for this
conversation. I know I have a lot of business
owners and entrepreneurs and I'mexcited for this new direction
or this direction or the clarityon how, you know, having those
compelling presentations, how that can really help convert
your audience. So without further ado, Danny,
welcome to the show. And if you could just give a

(01:18):
quick overview to the audience. Well, first of all, thanks so
much for having me, Dev. I really appreciate all that
you're doing. Thanks for spreading some joy
around the world. We need a lot more of you.
If I was going to write an autobiography, it'd probably be
called Pivots because I feel like I've already lived 9 lives.
30 years ago I was a journalist covering President Bush senior
in the 1992 presidential election.

(01:38):
I loved my job, got to meet every editor of every major
daily. One editor offered me the City
beat for $16,500 a year. Meanwhile, a friend told me they
were hiring teachers in South Central Los Angeles for $25,000
a year. So dev.
I became a teacher for the noblest of reasons, for the high
pay. And ironically, I fell in love
with teaching. I've at all age levels, from

(02:00):
preschoolers all the way up to rocket scientists.
I can make that claim because I used to teach English as a
second language to engineering students at the University of
Southern California. And in 2005, my wife and I
attended a real estate seminar, which turned out to be a scam,
and we lost everything. And I could give you the woe is
me story, but I'm a positive person.
I learned a lot from that experience.
First of all, I learned that my wife is my soulmate.

(02:21):
She stood by me right when I puther through the ringer.
She's a pretty amazing person. Second of all, I learned money's
not everything because you can lose money just like that.
Third, I try not to judge other people because if I was somebody
looking at what I had done, I would have said, well, you
deserve that. But now I realize unless you
know everything about a person, really don't know anything about
a person. 4th, I became a Christian, which I'm always
embarrassed to confess that it took a catastrophe.

(02:43):
But the more I read my Bible, I realize I'm not the first group
to find Jesus. And 5th, I didn't want to file
bankruptcy and my accountant said, well, you have to earn
this much more money this year. And so I started speaking on the
side and I hit that number righton the number.
Well, the next year, Dev, he gave me a much higher number and
I hit that number right on the number.
So in year three, I thought, well, maybe I should set a
higher number. And basically during one of the

(03:04):
worst economic downturns in world history, I was able to
build up a highly lucrative speaking business, which
eventually attracted the attention of some pretty famous
people and companies who wanted me to coach them.
And I have to admit, I, I resisted coaching for a long
time, Dev because you need to know this about me.
I'm obsessive compulsive. I will not let you fail.
I have a whole very high standard for my students.
I will hold you accountable and be on your back until you

(03:27):
succeed. Well, now that I work primarily
with entrepreneurs and executives and business owners,
I find that they're highly motivated.
They do the work. And it's probably been the most
gratifying thing that I've ever done.
So there's a long answer to yourshort question, Dev.
Well, I love it and there's so much that we're going to dive
into here today. But I know when you were talking
at the very beginning, you said you went straight into educator

(03:48):
and I want to really talk about,you know, what were some of the
things that you learned from teaching?
Because I actually do have a couple of people in my audience
that are teachers. They're either looking to go
that way or looking to now transition.
But what were some of your favorite things from that?
And then the second part to thattoo is because you kind of
mentioned that you were a littlebit hesitant about coaching it.

(04:09):
Was it because of, you know, that high standard and because
you really want to make sure that people succeed?
So if you could just really diveinto that because I feel like
there's a lot here that I would love to uncover.
Yeah, Dad, So I learned that what works with a 12th grader
does not necessarily work with akindergartener, but what works
with a kindergartener works withall age levels.
Executives are just like kindergarteners.

(04:30):
You get to keep them engaged. They have a very limited
attention span. And in terms man, I'm trying to
think of the second part of yourquestion.
How have I forgotten? The coaching, like going and
transitioning into the coaching,yeah.
So transition into coaching. So one of the reasons I left
teaching is I'm a perfectionist.It's a it's a character flaw.

(04:52):
You know, I can have 33 studentsand 31 of them I have above
grade level and all I focus on are the two that I didn't get to
grade level. And so that was why I really
resisted coaching because I knowthat about myself.
But again, now that I'm coachingpeople that are already
motivated, I mean. Kids are stuck in school.
Executives that seek me out, they're not stuck.

(05:13):
They're actually motivated. So I don't have to do the
motivational part anymore, right?
Yeah. I love this.
And it's so true. You know, when you think about
it, there's just so many different pieces to it.
And like you were saying, when you're, you know, teaching a
12th grader, it's very differentthan a 6th grade.
And it's even like that for, youknow, entrepreneurs.
I feel like it's very different if you're, you know, a mindset

(05:34):
coach, which we know a lot of mindset coaches mindset coach
for someone in their 50s, very different from, you know, a
mindset coach who specializes inhelping people in, you know,
their early adaptation of, you know, entrepreneurship.
So it's really interesting how knowing your audience and
gearing your message to those people really plays a big role.

(05:56):
So I know you talk a lot about storytelling, right?
And I guess what part of that now came into it?
So you were a teacher, then you went into coaching.
Was it always a storytelling piece or how did it really come
together? Where you realize that a lot of
power is in storytelling and knowing how to properly craft
your story to your ideal audience.

(06:18):
Yeah, I learned that just teaching first grade.
The stupidest thing I ever said as a teacher, dev, as I told my
first graders, one day I'm like,OK, kids write about your lives.
And they looked at me like I wasfrom outer space.
So like, we're 6. Nothing's happened to us and I'm
like no man, things happens to you all the time.
I mean when I was in first gradeI had a teacher one day she
called me stupid and smacked me on the hand got me to cry in

(06:39):
front of the entire class. And so the next day I was
walking to school. I had an apple and I peed on the
apple and I gave her the apple and she ate it and said it was
the best apple she'd ever had. My kids are like, that is
awesome. This is also the reason I never
accepted food from a child. But I realized if I really want
my kids to give me stories, I need to give them stories and
model it. And it's really just the

(07:00):
approach that of all people is Joseph Stalin, who said a
million people dead is a statistic, one person dead is a
tragedy. Translation.
Facts tell, but story sell, facts inform, stories transform.
And I'm a big fan of watching a lot of speakers.
Brené Brown gives a wonderful speech on vulnerability.

(07:21):
And I completely agree with her on the point that, and this is a
very important teaching point for everybody in your audience,
stop sharing your successes. Start sharing your failures
because not everybody in your audience has succeeded, but
they've all failed. And the more you share your own
failures, the more your audienceis going to see themselves and
you. And that's what you're really
trying to do to connect with your audience is to get them to

(07:42):
realize, you know what Dev is just like me.
I, he's like my brother. I feel like he's the person I
want to work with because that'swhat separates a good
presentation from a great presentation is good
presentations. They give stories, but great
presentations. They tell intentional stories
that guide the listener to whatever the call to action is.

(08:02):
So who's storytelling useful for'cause I mean, based on how
you're saying this, it's useful for, I mean, just about anyone
who's doing just about anything.Absolutely.
And, and people often think thatthey have to be extraordinary.
And I say actually, it's exactlythe opposite.
It's the ordinary stories are the gold mines.
I'm working with a guy right now.

(08:24):
He's he's climbed the highest peak on every continent.
He swam with sharks in Madagascar.
He did the Iditarod in Alaska. I'm like, dude, nobody can
relate to you. Nobody in your audience has
climbed Mount Everest, but everybody in your audience peed
their pants when they were in first grade.
Now that's a good story. And that's what we're trying to
do is how do I connect those dots to get my audience to

(08:44):
really, you know, I work with people, most of people, people I
work with, by the way, they haveno interest in being a speaker.
And half of them are terrified of speaking.
And, and what I'm doing is showing them how to use your
presentations to, to convert your audiences to clients.
And it's great if people think you're a great speaker.
It's great if people give you a standing ovation.
But the only way I evaluate our effectiveness is how many people

(09:05):
in your audience are taking thatnext step with you.
It can be an unpaid next step. Like subscribe to my podcast or
vote for me. But more typically, it's a paid
next step like buy my product orinvest in my coaching program.
So we need to know our numbers and figure out what is the goal
of this presentation and how arewe going to get people to take
that next step with us. So this is opening up a lot of

(09:28):
things, right? Because when we understand that
storytelling is a crucial component to literally
everything, whether you're, you know, going for a job interview
or, you know, you're even tryingto, you know, meet a partner,
you know, like it's everywhere. And of course in selling with
business. So I guess the question is
because you mentioned here that a key part of storytelling is
the relatability, it's knowing how to share some of the things

(09:51):
that other people have gone through to really build that
that relationship right? Where they feel like, OK, I'm
getting to know this person through the failures or through
some of the things that are a bit more relatable.
So what do you say to the personwho is doing all these
incredible things and they want to focus more on those things?
Because I feel like we all know at least one person like you

(10:13):
just mentioned, somebody's done so many incredible things.
And like, what would you say to the person that it's not like an
ego, but maybe it is their ego where it's like, I want to share
that I generated 7 figures online.
I want to share that I, you know, was trained by Grant
Cardone and I closed $10,000 deals and did all these
incredible things. Like what would you say to that
person? How would you help them shift

(10:34):
the story so that way they can convert more, help people do
that next step, whether it's paid or unpaid?
I would. I would embed those stories
within the context of other stories.
You can brag, but you can't do it at the beginning of your
present. So the very beginning of your
presentation, you have to forgive me, Dev, I'm a former
teacher, so everything I do either rhymes or it's
alliterative. And so the first 5 minutes you

(10:59):
have to connect with your audience.
And what I always say is you have to rap.
You have to show your audience that you're relatable.
You have to demonstrate your authority and you have to share
with everybody your purpose. So relatable, man.
I'm just like you. I've had that exact same
problem. Authority and I solved that
problem purpose and now I'm on amission to help people just like

(11:21):
you so you don't suffer the way that I suffered.
If you can do that in the 1st 5 minutes, you're doing a great
job. Now for bragging here's a ninja
strategy. I like having other people brag
about me, you know so I'll writean introduction and I'll make
the introduction sound make me sound like Jesus Christ.
But if I have you say it, Dev, it's giving me the credibility

(11:42):
without me bragging. And then after you make me sound
like Jesus Christ, I get to say I'm like, yeah, Jesus Christ
forgot to wear his dress socks today.
Now people are like, oh, he's done all these things, but he's
just like me. I mean, I hate to use
politicians as an example. Has nothing to do with politics,
but President Reagan was a millionaire who lived in Bel
Air. But he was so relatable.

(12:02):
He made auto workers in Detroit,MI, feel like they could have a
beer with him. That's power, and that's what
you're trying to establish is how can I show you?
I'm just like you, but I'm one step ahead and I've solved the
problem and you should come withme.
Yeah, this, this kind of gets methinking because I feel like
there's there's so much of this.And again, if you are an

(12:24):
entrepreneur and whether you're running ads, if you have a VSL
or even just doing content, because I see so many people
posting content reels and thingslike that.
I'm not sure if that's somethingyou want to speak on, but what
is your opinion on, you know, ads and creating things of this
nature using this sort of framework?
Like does it work better with video ads or can you still do

(12:47):
the storytelling piece in like awritten piece of content?
Oh, yeah, this applies to every type of, I mean, definitely you
can use it in written as well. I mean, one of the people I'm
coaching right now, he's like Danny, you should start
advertising to people. You can help him write a book
because he's taken 20 years, he hasn't been able to write a
book. He said seven different coaches
and he's been working with me for a month and A and a half and
the book's done because I'm like, you know, let's get the

(13:09):
done. But again, when you're trying to
connect with people, people are just doing it the wrong way.
All a simple thing like a call to action.
So I was on a podcast yesterday and the Hostess at the end of
the of the podcast, he said, I hope you enjoyed today's
episode. Make sure you like subscribe and

(13:30):
give us a five star review. We got off the air.
I'm like, you just ask your audience to do three things,
they're not going to do any of them.
So again, former teacher, I'm like choices confuse and cause
you to lose. You want 1 clear call to action.
If you go to grow, I know you'reup in the great white north in
Canada, but whatever the major grocery stores are in Canada.

(13:51):
I mean, we got all kinds of different major chains in
America. You got Publix and Kroger and
Smith's and HEB and all these different things, Ralph's.
But the number one grocery storein America isn't any of those
chains. It's Trader Joe's.
And the reason is when you go into a major grocery store
looking for mustard, there's 38 different types of mustard.

(14:12):
When you go to Trader Joe's, there's one, it's called
mustard. They made the choice for you.
And So what you want to do when you're creating your continents
had a very clear call to action.The other mistake most people
make is their sales. And you got to just change your,
your frame of mind. It's not about you.
There's a great, a great guy. Donald Miller has a company

(14:33):
called Story Brand. I I love his stuff.
And Donald says your, your role is you're the guide and your
audience is the hero. You know, you're Luke, you're
Ben Kenobi, and you want to makeyour audience into Luke
Skywalker. So stop selling your audience
with your solution. What you want to be doing is
serving your audience to help their problems.

(14:55):
Start thinking from the audiencepoint of view, not from your own
point of view. It's one of the first things I
share with clients is stop filming yourself when you speak,
just film the audience. The audience is going to tell
you all the data that you need. If you see them sitting there on
your cell phones, you're not connecting with them.
If they're leaning in, they're nodding a lot.
That means you're connecting. So let's start making it about

(15:15):
the audience, not about you. OK, so I really like this and so
well crafted story. Is this your coaching program
that you that you're currently offering?
Yeah, so I have two Co founders,Coach Jimmy Hayes Nelson and
Dave Ward. I call this the professor, the
performer and the producer because my background is
academia. Coach Jimmy used to be a
Broadway actor and Dave is an attorney.

(15:37):
So we all bring different skill sets and what we do is we help
people create what we call a well crafted story.
Politicians would call it a stump speech.
You can call it peanut butter and Jelly.
Doesn't matter what you call it this, this is a presentation
that you're going to deliver again and again.
It's going to be etched in your memory like like your national
anthem or the Lord's Prayer. It's going to be a way that
you're going to introduce yourself to new audiences again

(15:59):
and again and again. The formula it, you already
alluded to it Dev this works with not just, you know, big
groups. It works with small groups.
It works one to one. It works with a longer
presentation. It works with a 32nd elevator
pitch. It works with, you know, trying
to pitch investors trying to deliver a keynote or trying to
convince a significant other that you want to go on a cruise

(16:23):
or something. I use the same strategies with
my own children. And so it's, it's just a formula
again, former teacher, I call itthe five CS.
So we start with clarity before we ever get to the presentation.
Then once we start constructing the presentation, we have to
connect, which we've talked about.
We have to have meaningful content.
We have 1 clear call to action, which we talked about.

(16:44):
And then we have to have an emotional close.
And if you can do those five things, I'm pretty sure we're
going to get your numbers up no matter what type of audience
you're speaking to. And when you say like emotional
call, emotional clothes, what, what would something that like
that look like? Yeah.
So one of my clients is a Nutri.So if you want to know the names

(17:06):
of our clients, just talk to Coach Jimmy.
He loves to brag about all the big name.
Pete, you actually already alluded to a person that we've
actually coached and he loves totell the big people.
I'm like, I'm, I'm much more discreet.
So I changed the names of all the people in the company.
So we're we're working with a nutritional expert right now.
I'm going to call her Doctor Kathy.
And so Doctor Kathy, she grew upwith this really rare and

(17:27):
intestinal problem and no doctorcould figure out how to give her
a proper diet. And she figured it out.
And so her offer is a 90 day coaching program for 1997 to
help women with the same intestinal problem.
And that's where she was ending her presentation.
I said whoa, whoa, whoa, whoa, Doctor Kathy, we're screwing up.
It's like, what do you mean? I'm like, well, you have to
understand there's two types of decision makers in your

(17:48):
audience. I'm going to be stereotypical
and say it's the husband and thewife.
So the husband is who I call JoeFriday.
He's the guy sitting in your audience with his arms crossed
looking like, how much is this going to cost?
What do I got to do? How long does it take?
And a clear call to action. Make sure to answer those
questions for Joe Friday, but Doctor Kathy was ending with Joe

(18:09):
Friday. I'm like, wait a SEC, you're
ignoring the wife. The wife is Julia Roberts.
Julia Roberts, she doesn't care about any of that stuff.
She just wants to feel good. You know, I listen to Devs
podcast because I always feel good when I listen to it.
And so I said, we need to createan emotional close for you.
And she's like, well, how do I do that?
I'm like, well, let's, let's useit.
There's different ways to do it,but let's use a story.

(18:29):
So what do you want your audience to do?
She's like, buy my program. I'm like, yes, I know you want
them to buy your program. Let's get, you know, it took
about 5 minutes of questioning and she's like, well, I want
them to understand they can't doit on their own.
I'm like, oh, you need to hire an expert story.
And she's like, what's that? I'll give you an example.
I'll leave you with this. Many years ago, my wife and I

(18:51):
had theater tickets. We were dressed to the nines
driving to the theater when we got a flat tire.
My wife said, well, I'll call AAA, get the tow truck.
I'm like, you don't need to callAAA.
I'm a man. I can fix a flat tire.
So I got out of the car, I opened up the trunk and I got
the spare tire. And then I got the pumper thing
and I got the big Jack thing andtried to, to get the, the, the

(19:13):
nuts off of the tire. And basically 27 minutes later,
I'm filthy. I have not fixed the flat tire.
My wife is standing beside the car with her arms crossed
shaking her head like I could have done so much better than
this guy. Well, unbeknownst to me, she'd
called AAA and this tow truck shows up and this 17 year old

(19:35):
punk hops out of the tow truck and proceeds to fix my flat tire
in 3 minutes flat. You know, I think there's times
in life when all of us think we can do it on our own.
But if you want to save time, you want want to save money, you
want to save a whole lot of headache and embarrassment, you
hire an expert. So what I've done is now I've

(19:55):
ended my presentation with a metaphorical story, which now is
getting the audience to trigger in their brains.
You know, I've tried lots of things before.
But maybe, you know, Doctor Kathy, she seems to know what
she's doing. Maybe I just need to hire a
doctor. Kathy, that's the, that's the
difference between just telling stories versus telling
intentional stories that drive the audience to, you know, you
want, you want a presentation that moves hearts, but it also

(20:17):
has to move the needle. The way you're going to move the
needle is, you know, you can serve your audience a little bit
in a 45 minute presentation. You can serve them a lot with a
90 day coaching program and whenyou start developing that
mindset, it's different. It's not about selling, it's
about me and I can serve. I can help.
You got to look at your audiencelike they are dying and you have
the antidote and if they don't get your antidote, they will

(20:39):
die. It's a different mindset.
Right. That's an incredible story and I
just love it because as you're saying it, I can see it, right?
And then it just makes it such ano brainer to just take the next
step, right and hire that expert.
And, and I, I relate to that a lot because they're so often
where you just feel like you dideverything that you could or you
gave a lot of value at the beginning, right, where it's a

(21:02):
cheap enough price. So it's like they got to just do
it right. But if there isn't that hook at
the very end with that emotionalclose, whatever it is, whether
it's hiring an expert or, you know, changing your situation,
whatever it could be, that it absolutely makes sense for this.
And so I guess the next questionthat we have here is, you know,

(21:23):
because a lot of people in my audience, they do like a master
class, right, where they run like a, a monthly master class.
They bring people in and then they put on a show.
Is the value that's provided to the audience.
And then how much is it like thestorytelling?
And is it, you know, really building relationships and
painting the picture on what happens when you, you know,

(21:45):
solve the, the challenge or whenyou don't solve the challenge?
Or is it, you know, giving people the information that they
need so they could take it forward and then they choose to
work with you because of the connection?
Like, does that make sense? I feel like it's a.
No, I get it. I mean, like look at K men
Cavemen, the way we descended from cave people and the person

(22:07):
that was listening to the story about not eating the red berries
because they're poisonous, that person survived and the person
that didn't listen, that story died.
And so you can make points. And I think the way you make
those points is through storytelling.
Like that's that's how you make the point.
So if you're, if you're running a mastermind, it's just a month
meeting or whatever. I'm always going to start by
trying to connect with people and the way I'm going to connect

(22:27):
with people, I'm I'm a little bit different than a lot of
speaking coaches. A lot of people say the way you
can connect is talk about the worst moment of your life.
Now, Deb, there's three reasons why I refuse to do that.
First of all, the world just survived a global pandemic.
Everybody's had a lot of bad stuff happen to them.
I don't think we need another sad story.
I think we need more stories of hope.
Second of all, I'm teaching you how to create a story that

(22:49):
you're going to tell again and again.
Do you really want to share the story, the worst story of your
life again and again? I mean, I have a friend.
His daughter was killed in a school shooting.
He's delivered that presentationover 1000 times.
I mean, I have no idea. I could never do that.
He, I mean, I want you having fun on stage.
And 3rd, that's where people getangry with me.
I have one objective when I'm onstage, I want you to leave

(23:12):
feeling better than when you came in.
I want you smile and laugh and happy.
I think there's something admirable about that as an
objective. I believe the people who tell
the same sad story again and again, by the 20th time they're
telling it now those are crocodile tears and now they're
being manipulative. And I'm not saying it's not an
effective sales strategy. It's actually a very effective
sales strategy. But I personally don't want to
have to take a shower after I get off stage because I just

(23:34):
manipulated my audience. There are ethical ways to get
people to want to do business with you.
And so same thing as when I was a teacher.
I take my job seriously. I don't take myself too
seriously because I ain't all that and neither are you.
And if you think you're all that, teach kindergarten for a
week. Those little ones will set you
straight. One of my little girls one day,
Lashonda, raise their hand like Lashonda questions like Miss

(23:54):
Bissell, when are you trim your nose hair?
I'm like this afternoon. Thanks for bringing that to my.
I ain't all that. So the way I'm always trying to
connect with people and if This is why I watched lots of
different speakers and I love watching comedians.
They're experts at this. If you if you watch Kevin Hart,
Kevin Hart is a short black guy.So he tells a lot of jokes about
being a short black guy. Jim Gaffigan's a big fat white

(24:17):
guy. So he tells a lot of jokes about
being a big fat white guy. Wow, that's genius.
What they've done is they've taken their perceived weakness
and by addressing it, they're making everybody comfortable
with it. And now it's actually a
strength. So like in the I didn't advise,
I didn't work with President Biden or President Trump.
But if I'd had advised either ofthem, you know, with President

(24:39):
Biden, I would have said make jokes about your age.
I can't remember anything. I'm so old.
If you make jokes about it, it'sno longer an insult against you.
Now people are laughing with you.
They're like, oh, gosh, he's he's he's good old Grandpa Joe.
He tells he he just forgets things.
He's turned it into a strength. If I was advising President

(24:59):
Trump, I'm like, make make fun of your humility.
Nobody is humbler than me. I'm the most humble person on
the planet. You know, that's how you do.
Coach Jimmy uses the example of the movie Eight Mile with
Eminem. At the end of the movie, I'm
going to establish how white I am.
I don't know what they call. It's like a wrap off between
Eminem and this black guy. And Eminem's friends are like,

(25:22):
oh man, he's going to diss you because your mother, she's a
cracko and you live in a trailerand he slept with your girl.
And so Eminem gets to sing 1st. And so he goes up to the black
guy. He's like, you want to say that
I live in a trailer, that my mom's a crackle, that you slept
with my girl. And the black guy doesn't know
what to use against him now because he just used it all.

(25:43):
Pretty smart strategy. And so I'm working with a woman
right now. She's terrified of speaking on
stage. She shakes like crazy.
I'm like, talk about it. Say you're nervous that you're
about to pee your pants. Because this is what a lot of
people don't understand. Audiences actually want you to
succeed. Deb, you and I both been in
those presentations when the person's bombing, there is
nothing more uncomfortable for everybody in the room.

(26:04):
When a person says, hey, I'm just really nervous.
This is what you're doing. No, you can do it, man.
People, I have this theory. Humans are actually cooler than
we think. Humans actually want you to
succeed and if they don't, we don't need them.
So I would always say take whatever is your perceived week
again, because I get most of thepeople I'm working with, either

(26:24):
they're terrified of speaking orthey don't want to speak at all.
I'm working with a an engineer right now in Silicon Valley.
He's doing a, an investment round and he he begged me.
He's, you know, engineers are kind of introverted.
And he's like, oh, Danny, please, please make me funny.
Like I need to connect. I need to be able to sell this.
And so he's such a nice guy and he has a very difficult name to

(26:47):
pronounce. And I'm not going to tell you
his real name. So here's what we did with his
presentation. Now when he, he he's goes to
pitch to venture capitalist. He's like, hello, my name is
Shubanakar Majahar Dean. I hope I'm pronouncing that
correctly. And what it does is it
immediately gets a smile and a nod from people in the audience.

(27:08):
I'm not trying to make him into a stand up comedian.
I'm trying to get him to connectwith people, say, hey, look at
me, I'm another human being. I'm I'm fallible, I'm not
perfect. And so that question you asked a
while back where people want, oh, I want to brag.
You can do that, but not the beginning of your presentation.
Like there's ways to to kind of insert things.

(27:29):
You know, I always give Coach Jimmy a hard time on this
because he name drops all the time.
I'm like, you know, I was speaking to President Bush the
other day and I said, I hate people that name drop.
You know, just give him a hard time because he wants to do
that, if that's what makes you feel better.
You know, I actually had a coachwho coached me for three years
before he found out I was a PhD.He's like, Danny, why don't you

(27:50):
tell everybody you're a PhD? I'm like, well, I know I'm a
PHDI mean, I, you know, I know it.
I'd rather have him. It's it's actually biblical.
They say, hey, don't sit at the head of the table.
It's better to sit in the back and have the have the people say
no, no, come up to the front rather than be at the head of
the table and say no, no, you don't belong here.
You go back to the kiddie table.That's how I approach it.

(28:13):
Because again, I think the fact that you're on the stage, Deb
already demonstrates to people this person knows their stuff.
They would, it can be at the I mean, obviously they're there.
I mean, you can, you can, you can insert some little sweet
nothings in people's ears about extraordinary things, but I
would always do it like a littlepass off, like I worked with

(28:34):
this person, oh, when I was hereat this company.
I mean, you can do that if it makes you feel better, but I
honestly don't think it's as important as people make it out
to be. There's just so much gold here.
I mean, the question that I havenow is, is there a specific
framework that you use when you're pulling from someone's
story? So say you just get a new

(28:55):
client, Like what is that process for you to now look at
their story or like try to find what works best in terms of,
yeah, like sharing that right story.
Excellent question, dev. So here's a here's an exercise.
Everybody in your audience, and you can do this as well is later
on. I want you to find a comfortable
chair, have a pen and paper libation of choice.

(29:17):
And for an hour, I want you to write down every story that's
ever happened to you. And I don't mean the entire
story, just mean triggers like the time I locked myself out in
front of the grocery store. I've locked myself out of the
car in front of the grocery store, the time dad spilled
mustard on his tie when we went to that fancy restaurant.
You'll find in an hour you can come up with hundreds of stories
like this. So that's the first part of the

(29:39):
exercise, the second part of theexercises.
Then I want you to figure out what's this story really about?
Oh, this is actually a story about never giving up.
Oh, this is a story about loyalty.
This is a story about paying attention.
And so on my computer, I literally have hundreds of files
with actions and emotions with 10s of thousands of stories.

(29:59):
And so when I'm putting togethera present occasionally, OK, I'm
going to use this story and I'm going to use this story and I'm
going to use this story. And again, I always tell people
it's, it's the, the basic stories are usually the gold
mines. People think they have to do
something extraordinary. I'm like, no, on the, it's the
same thing as people thinking that they have to brag.
I'm like, actually the opposite's true.
People are going to respect you a lot more with your humility.

(30:22):
And so I, I just love and that'swhat I'm always using.
I'm just using silly stories from the that's why being a
teacher just served me well as aspeaker and as a coach, because
I have a zillion of stories, zillions of stories about my
students and stories about me growing up and things like that.
And I mean, in that I most of them, I usually like to be the
butt of the Joe can have them humorous, but I, I mean, I can

(30:45):
have serious points too. You know, I was speaking in
2018. I was speaking to all these
schools in Tamil Nadu in southeastern India, and I pumped
up all the kids at this school one time and kids are coming up
to me afterwards. You're great.
You're great. Great.
And then I look at 1 little boy and he's, he's got tears in his
eyes looking up at me and he's missing his left arm.

(31:06):
I realize he's probably about six years old.
He's like, what can I do to succeed?
And so I crouched down at his eye level, like, you know, when
I was your age, I went to 18 different schools before I was
12 years old. Everybody used to call me stupid

(31:28):
because I stuttered. And eventually I went to a
school and there was a teacher who worked with me one-on-one,
and she would sing things to me and I found out I could sing
them back without my stutter, kind of like the movie The
King's Speech. And I, I eventually lost my
stutter and I became a swan. But I looked at that boy in the
eyes. I'm like, isn't it interesting
that the little boy people used to make fun of and call him

(31:48):
stupid because he couldn't talk right now gets paid ridiculous
sums of money to travel the world to do what?
And he gets the biggest grin on his face.
He's like, speak. I'm like, never let anybody tell
you what you cannot do. Everything is possible.
And so that's more of a serious story.
I'm not going to tell that storyall the time, but you know, you
have to hit those ebbs and flowswith with things throughout your

(32:12):
presentation. So again, long answer to your
short question, when I work witha client, at first, I'm kind of
I'm mining them for stories. I'm trying to listen to their
different stories and the story usually that they think is the
insignificant one. I'm like, that's the one you're
going to use. That's the story.
We have a, a 34 year old his, his father has a billion dollar

(32:34):
company that he just inherited. And so now he's the chairman of
the board and he's working with all these C-Suite executives
that are in their 50s and have much more experience than him.
And so his first meeting, he wasterrified about what he was
going to do. And I said, let's talk about a
time when you were in over your head.
And we have a perfect story for him.

(32:56):
He talked about it with the CS. I was in over my head and what I
realized is I need the help of the people around me and that's
how we succeed is together. This is exactly the message that
everybody had to hear. They're all on board, and that's
the power of storytelling. OK, so I have a question on
that. So even for the specific last
example that you shared, so how did that person find you?

(33:19):
Like what are you marketing to find people in those sorts of
roles? Because again, it's more than
people that are just doing presentations.
It's more than just a business owner.
Like you really can help anyone,whether you know, like you said,
they just inherited a company orthey're trying to do the next
thing. Like how do these people find
you? Yeah.

(33:39):
You know, I actually don't practice my own advice because I
usually tell people you need to be very specific in your niche.
I mean that those are the clarity questions.
Before we ever put together a presentation, I always say, can
you answer these two questions? It's amazing. 95% of the people
I work with cannot answer one orboth of these questions in a
succinct manner. Those two questions are very
basic. They are who is your audience

(33:59):
and what is the problem that yousolve.
A lot of people say my audience is everybody.
I'm like, well, if your audienceis everybody, your audience is
nobody. But here I am.
I've worked with Olympic athletes, I've worked with
politicians, I've worked with televangelists, I've worked with
business owners, whatever. I'm not following my own advice.
I mean, if I was going to niche it down, I work a lot with the

(34:20):
financial planners. And so Coach Jimmy and I were
working with a guy, Richard. And the way Richard gets clients
is twice a week he has these free steak dinners at a nice
steakhouse for about 15 couples in their 50s to 70s that are
looking for, you know, maybe I should invest my money with

(34:40):
somebody or whatever. And so Richard, the way he used
to start off his presentation ishe'd say, my name is Richard.
I've been in the business for 30years.
I've made my clients over a billion dollars.
I worked with this famous person, this famous person.
Like time out Richard, one of the three most important
elements of real estate, location, location, location.
Like I've been telling you, it'sall right to brag, but you can't

(35:01):
do at the beginning of your presentation.
And so he changed his opening. So now he talks about the very
first client he got 30 years ago, which is a comedy of
errors. I have no idea why this person
invested with him at all. And this is what Richard told
us. He just did it.
He did that presentation one time and he saw the difference.
He's like, Oh my gosh, Danny, you're a genius.
He's like they're used to he's Iwas like, you're right.

(35:23):
The Joe Friday in the room who used to have his arms crossed
when I tell this story. Now he's patting his knee
because he's laughing so hard, which is great.
But here's what was awesome was Richard used to average of the
15 couples, six of them would book a free one-on-one
consultation with him in his office.
Just with that one change, he went from 6 to 12 of the 15.

(35:46):
Now, looking at concentration, this is actually money, you
know, and he's going to, and again, I haven't, it's not a
money mindset. I'm like, do you, do you believe
in your product? He's like, yes, I'm like, so you
have a responsibility to help these people because you know,
they don't understand the tax code like you do you.
They don't understand long term healthcare needs.
They don't under you have a responsibility.
Every person that walks out thatdoesn't work with you, they're

(36:09):
going to they're going to die. I mean, I got them a different
mindset. And so that's the power of that.
But again, it's funny when you said, how does a person find
you? I'm like, well, now we have a
lot because I've helped a lot offinancial planners.
We have a lot of financial planners, but we work with
nutrition people. We got athletes, We all these
different people. And I really should just niche
it down to one thing. You're absolutely right about

(36:30):
that. And again, that's why I do
people. So people always ask me, Deb,
how do you get better at speaking?
Like there's only two, really only two ways.
First of all, you got to watch alot of speakers.
I mean, I watch 10 speakers a day.
I watch televangelists, I watch politicians, I watch comedians.
I watch them in front of big groups, in front of small
groups, in front of men, in front of women.

(36:50):
Here's a ninja strategy for youraudience.
I watch a lot of televised awardshows, and people always ask me,
why do you do them? Like, because when the person
wins the Academy Award, they only have 45 seconds to connect
with their audience. I want to see how they use their
time. Most people waste their time.
They get up, they're like, well,thank God.
I want to thank the Academy. It's stupid.
Nobody's paying attention. But every now and then, a person

(37:11):
aces it. So a few years ago, there was a
guy by the name of Joe Walker who won the Academy Award for
best film editing. Now this is Hollywood.
The important people are in the front of the auditorium, the
actors and the cameras scanning the crowd.
You can see none of them are paying attention.
This is film editing. I don't care about this.
And Joe Walker, he gets on stage.
He's British, speaks very slowlyand deliberately.

(37:31):
He says a lot of people don't know this, but when phrased
properly, the term Academy Awardnominee can be used as an
insult. Well, now the cameras scanning
the crowd, you see people leaning in, like, what's he
talking about? He says, for example, yesterday
I got in an argument with my 17 year old daughter and she said,

(37:52):
well, Academy Award nominee Joe Walker, all of a sudden you see
everybody laughing hysterically.He gets off stage.
Denzel Washington wants to meet him.
So under Bullock wants to meet him.
Brad Pitt wants to meet him. Time magazine said he was one of
the highlights of the Academy Awards.
Well done, Joe Walker. That's how you connect.

(38:12):
So the first way you get better at speaking is watching lots of
speakers. The second way I've been
blessed, I have lots of coaches and lots of mentors.
One of my coaches who's no longer with us was a guy by the
name of Jim Rohn. And Jim used to say you can't
pay other people to do your pushups translation.
You got to do the reps. It drives Coach Jimmy crazy that

(38:33):
I do so many podcasts. I do, I do podcast.
I do probably about 10 to 15 podcasts a week.
And there's two reasons why I dothat.
First of all, I'm getting reps You've asked me a couple of
questions today. Nobody's ever asked me before.
So I'm like, did I like that answer?
How can I make that answer better the next time?
And so when a person thinks I'm like, brilliant, they're like,
oh, you answered that question so brilliantly.

(38:55):
I'm like, what you don't understand is I've been asked
that question 500 times. So before you asked it, I had
500 opportunities to craft the perfect answer that impressed
you so much. And then the second reason I do
so many podcasts, it bugs Jimmy to no end.
He's like only one person listens to that podcast.
I learned it doesn't matter how many are listening.

(39:16):
All matters is who is listening.If you only have one listener in
Ontario, but it's the Prime Minister of Canada, that's not a
bad audience. You've no idea.
And I can tell you when I first started as a speaker, I was
making, I had two speakers bureaus that hired me.
I, I had to work 8 hour days for$700.00.
Well, my, my local library, theyasked me if I would do a talk on

(39:40):
reading, a free talk. I'm like, yeah, yeah.
They're like, we're going to have 500 people show up.
Well, Deb, four people showed up.
Two of them were my Realtors. The other two was a Hispanic
couple who didn't speak a word of English.
But I believe in giving 110%, soI did as much in Spanish as I
could. We all laughed at a great time.
A week later, it turns out the Hispanic woman was taking

(40:01):
English class. Classes at the adult literacy
center. She recommended me to do a 45
minute keynote for $4000, which at that time was 6 times my
daily rate. And that's when I learned, whoa,
you have no idea. I mean, that's why your podcast
have if you ever feel down, oh, I only have like 2 people.
You have no idea. Maybe maybe one of those people

(40:23):
is suicidal and listening to yousave their, you have no idea the
impact that you're having. I, I have a woman, I spoke in
Montevideo, Uruguay last month. This was a woman who's been on
my e-mail list for 11 years. And so that's a great lesson.
First of all, I'm, I'm proud of myself.

(40:44):
I'm like, wow, I'm persistent. I kept her on for 11 years.
But second of all, I'm like, wow, when a person says no,
maybe what they're really sayingis not yet.
It's just not the time. I mean, I got people, we got
people listening right now. They're like, wow, I'd really
love to hire Danny, but I'm not ready.
That's fine. Hire me in five years, you know,
hire me when you're ready. That's or hire me when you have

(41:06):
the money, you know, like you have no idea.
And so that's why I love your podcast, Ted, because you're
making an impact. You have no idea the impact that
you're having. And I love that too.
And I appreciate you sharing that point of view because it's,
it's so right. And you never really know, you
know, someone's going to hear itand then someone might share it
or they use that concept to apply it in their life today.

(41:28):
And you may not ever hear about it, but it made a difference in
that person's life. And I feel like that's kind of
why I've stayed consistent. And that's why I do love doing
this and connecting with other people like yourself who are
knowledgeable, well spoken, and can really provide value because
it's, you never know, you know? And sometimes I've even been a
person that listens to a podcastand I'll listen every single day

(41:49):
religiously for like 6 months and I stop and then all of that
one episode that I come back to,it's like what I needed to hear.
And I feel like this is one of those things where people,
whether they're hearing it now or six months or a year from
now, they're going to hear this and immediately resonate with
the value that you're, you know,providing here because there are
so many gems. If you, when I go back and

(42:09):
listen to this, I'm so excited to share this and air this
episode because I feel like you've just dropped so much
knowledge on how people can really level up their current
situation. Not by focusing on goal setting,
not by focusing on, you know, the externals.
It's by really looking internally and finding, you
know, how to make yourself more relatable, which I think is what

(42:30):
makes it more personable. When you're more personable, you
just create more of that positive ripple.
So I guess the next question I have, because again, you've
scaled, you have a business that's incredible.
You have so many people that you're working with at so many
different levels. But I guess what's some of the

(42:51):
challenges that you face when scaling that business because
where you are now, I'm sure thisis a place where a lot of people
would like to be, but I know most people when they start
their business, they're not really at that point, right?
So I guess, yeah, what would that look like?
So I'll do it based on this is actually a great question
because your audience, a lot of them are where do I start?

(43:12):
And so instead of the coaching, I'll take the speaking.
When I first started speaking, Ihad to make money.
So I was trying to figure out how do I get my name out there.
And so I'll give a couple suggestions to your audience.
First of all, even if I'm speaking for free, which I used
to do a lot, I always have a contract with whoever I'm
speaking for. And my contract when I first

(43:33):
started doing this, it would sayDanny will waive his $5000
speaking fee in exchange for I wasn't making $5000, but they
didn't know that. And so I had and items on the
list, it would be like 1A video testimonial from your
organization's president. 2-3 written testimonials from people
in your audience. 3 If you're filming me, I want a copy of the

(43:53):
tape. 4 If you have a newsletter, I want to be able to
write a monthly column for the next year. 5 Give me two
referrals to other organizationsthat could benefit from from my
speech. I don't remember all ten of
them, but I didn't know if anybody would do any of them.
Well, Deb, everybody did at least one and some people did
all 10. And so within my first year, I

(44:15):
was getting tons of referrals and video testimonials and, and
looking the part. I'm working with a woman right
now and her goal, she actually wants to be a speaker.
And she said I want to make $10,000 an hour.
And so the question I asked her is do you look like a $10,000 an
hour speaker? And she's like, what do you
mean? I'm like, do you have a website?
No. Do you have a speaking reel?

(44:37):
No. Do you have video testimonials?
No. Do you have a brochure?
No. I'm like, so I'll ask you again,
do you look like a $10,000 an hour speaker?
I wasn't trying to put her down.I'm saying this is our game plan
now. If you want to get that, we need
to look like, look the part before anybody is an expert,
they are always an amateur. It is nothing to be ashamed of.

(45:00):
I don't care what it is in life.Like when you're going from
kindergarten to 1st grade, you're nervous.
If you're going from college to the pros, you're nervous that
first day, you know, President United States, the first day
they are in the Oval Office, they're nervous, I promise you.
But you get you get your reps inand you start to same thing with
your podcast. I guarantee you the very first
time you did this podcast have you stunk.

(45:22):
And the second time you did it, you stunk, but you didn't stink
as bad as the first time. And now it's a finely oiled
machine. You're really into the rhythm.
You ask, you know, exactly how to research people and how to
ask them the right questions. And but that didn't happen
automatically. You had to get the reps I mean,
I'm teaching my youngest daughter how to drive.
She's so cute. She gets in the car and she's
adjusting all the mirrors and she has her, her hands are on

(45:44):
the 10 O clock, on the 2O clock position.
I guarantee you, Dev, in a year,she'll be driving with one hand,
eating a Big Mac, turning the radio because she'll be so used
to. It's automatic.
And that's what we're really striving for in presenting when
I'm working with clients. I mean, I had one of my proudest
students, you know, 10 years ago, nobody knew who the heck
she is. She's probably one of the most

(46:05):
in demand speakers on the planetright now.
And I wish she would share with audiences what she was like 10
years ago because she was not there at all.
And to see her blossom and she'sdoing a lot of good for the
world. So that makes me very proud.
Who is that? Sorry, I know you don't like the
name drop but. I don't name drop and I'll tell

(46:29):
you why. Because a lot of people don't
really want the world knowing that they work with a coach.
I mean, I'll, I'll name the people I work with that have
coached me. I, I've got, I've had lots of
wonderful mentors and they've been wonderful.
But I'm not going to, unless a person says they want me to
share with the world. Who, who you know, if all you
have to do is ask coach Jimmy, he'll tell you everybody.
He, he loves to do that. But again, he comes from

(46:51):
entertainment where you have to you know, I when I lived, when I
lived in LA teaching, it was great because I'd I'd go to
Hollywood parties and I learned I wasn't a person.
I was in a positive people be talking.
So I'm there with Arnold actor and Stevens, their director, and
I'm like, hi, I'm Danny teacher.It's like crazy.

(47:14):
Crack me up. So I guess with all of this,
again, incredible interview. Thank you so much for being on
here. Danny, what is, what are you
working on now at, at the stage that you are at with, you know,
all the things that you're doing?
I, I think I, I see here, you'vespoken to over 3500 audiences
worldwide. You've authored 21 books.

(47:37):
You know, you've had so many mentors and you've done all
these things. Now you have a business that
really, you know, highlights people and really puts people
you know, to in a position to really create the best that they
can do in life. Like what are you striving
towards now? Like do you have any goals that
you're working towards? Is there a target that you're
trying to hit? Like what are you trying to do
at the level that you're at now?Yeah, I guess the goal is I'm

(47:59):
trying to work more internationally because I just
prefer doing those internationalflights as opposed to flying
everywhere around the country. Canada, where you're at.
And that's my my favorite place to speak is Canada, because
Canadians don't take themselves seriously at all.
They're the greatest audience. They laugh at everything.
They're wonderful. I I have a policy.
So a week ago I fired a billionaire client because he's

(48:23):
a jerk. And I love that I'm in a
position where I don't have to work with jerks.
I didn't agree with his character, his integrity.
And I'm like, here's the money back.
And he couldn't believe it and any he actually doubled the
amount he wanted to pay me. I'm like, no, I don't work with
people like you. That was beautiful.
I love. I've always wanted to say that

(48:44):
though, for like he was just a jerk.
I'm like, the world doesn't needanother jerk.
The world needs somebody cool. You know, one of my little
things, my underhanded agendas. I, I'm trying to work a lot more
with women and minorities because I think they're grossly
underrepresented on state stages.
And I'm not saying that race andgender mean everything, but they
mean something. And I, I mean, I have 3 kids,

(49:08):
two of them are daughters and I want them to be able to.
It's unbelievable. 52% of the world's population is female.
If you look on stages, it's probably about 10%.
It's disgusting to me. And so I, I love working with,
with people that are under represented.
I love working with people that don't think they can speak and
want like, like the woman I was talking about with you.

(49:31):
Yeah. So I guess that's what I'm
doing. And I'm, I'm doing the book
projects that I want to do. So I guess, but everybody has a
different definition of success.Every, you know, some, some of
the people I work with, it's money.
It's the bottom line. That's what they want.
Like that's fine. That's, that's their definition
of success. Some people, you know, I come
from the teaching world. These people won't, if you give
them a dollar, they feel guilty if you give them a dollar.

(49:54):
And so, but they, their mission is all about impact.
I mean, this is important for you to understand.
There's three types of motivation in your audience.
I call them the 20 year olds, the 40 year olds and the 60 year
olds. The 20 year olds, they're,
they're interested in making money.
It's all about the income. You know, the 40 year olds,
they've made their money, but they're not spending enough time
with their families. So now it's about freedom.

(50:15):
And then the 60 year olds, they're starting to think, man,
what's this all about? Did I have an impact?
And so they're all about their legacy and their impact.
So if you can address income freedom and impact in your
presentation, you're actually hitting the motivational
characteristics of everybody in your audience.
Again, another golden gem. I absolutely love that.

(50:36):
No, seriously, like like there'sso many people that just don't
get this stuff And and you said something there, you know, that
you're finally in a position to,you know, turn people away.
And I think that's incredible. So I guess on the adverse side
to that, are there specific things that you look for when
someone wants to work with you? Like are there things that you
know, is there qualities, values?

(50:58):
Is it traits? Like is it their mission?
Like what is it that you look for when someone comes to you
and says, Danny, I want you to coach me?
Like what is it for you? Yeah, that'll be the question
is, are you coachable? Will you do the work?
Because I, I tell people this, you can ask any of my clients is
once you're working with me, you're working with me for life.
Because I'm going to check in onyou every three months to make

(51:19):
sure that everything is all right.
And a lot of people, everything's great.
You know, I'll check in like, hey, happy holidays, Danny doing
great. Like that's awesome.
But whenever a person starts to slack off or whatever, I'm like,
where are you are? Where you at?
And they're like, no, I'm like, well, let's do a phone call.
Let's let's figure out what's going on.
That's important to me. Right.

(51:41):
Well, Danny, I love this. Thank you so much for being on.
For the people that want to learn more about, you know, how
to work with you and what you know is more of the information
that you provided here today. Where can they go to find more
about you? Well, as a thank you to you Dev
and your audience for having to bear with me, I wanted to give
everybody a freebie. So you go to freestoryguide.com

(52:03):
guide like a tour guide, free story guide.com.
I'm going to give everybody their own well crafted story
blueprint. What this is, is the actual
process that Coach Jimmy and I take our clients through so that
you can create your well craftedstory.
What this does for you is it takes the guesswork out of where
do I put this story and why am Iputting it here?
And what this means for you is you now have a system that's

(52:26):
going to start converting all ofyour audiences into
clients.youcangetthat@freestoryguide.com.And Dev, thank you so much for
having me and thank you for all you do for your audience.
I really appreciate you my friend.
Of course, I appreciate you, Danny.
So yes, guys, head over to freestoryguide.com, learn more
about Danny, get that PDF and that freebie and really

(52:46):
incorporate that stuff into yourbusiness, your life, and into
everything. So thank you so much for tuning
in. And as always, I'll catch you on
the next one. If you enjoy today's episode,
please like, comment, share, subscribe to it all.
You know I appreciate it and as always, I'll catch you on the

(53:11):
next one.

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.css-14f5ked{margin:0;word-break:break-word;display:-webkit-box;-webkit-box-orient:vertical;box-orient:vertical;-webkit-line-clamp:2;overflow:hidden;}Episode 64: Harnessing the Power of Storytelling w/ Danny Brassell, Ph.D.

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Episode 64: Harnessing the Power of Storytelling w/ Danny Brassell, Ph.D.

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