In this Episode
- [02:18]Between Clint’s appearance on Marketing Speak and today, Stephan has done 13 different TV appearances.
- [03:15]Clint talks about celebrity status, what it means, and why someone (specifically a geek) would want that. He also discusses his own celebrity status and what this means to him.
- [07:11]We learn the difference between a celebrity and everyone else who’s out there marketing themselves on Facebook, YouTube, Instagram, and so on.
- [08:04]Stephan clarifies that it’s not good enough to just be an authority in your space. Clint then points out that television has the perception of being the highest-status media.
- [11:12]How does Stephan feel that appearing on TV has impacted him on a personal level and changed him?
- [12:44]Clint discusses how all of this applies to listeners who may think that this doesn’t apply to them because they’ll never be on TV.
- [15:09]We hear about a powerful and transformation experience that Chris had with a shaman telling him that he’s already dead.
- [16:43]Clint talks about the importance of mentors, and explains the path that led him from his first mentor to booking TV appearances.
- [19:49]Stephan digs deeper into Clint’s guarantee of money back plus $1,000 for people who don’t get at least three TV appearances after his Celebrity LaunchPad. So far, he hasn’t needed to pay that out to anybody.
- [21:55]Clint points out that his program is Celebrity LaunchPad, meaning it’s the beginning of your journey as a celebrity.
- [23:01]No matter how big an introvert you are, you still have to talk about people. Clint makes this point while talking about speaking and how to become a better speaker.
- [26:12]Clint has put together a list of five things you should never say if you want to make more money, and one of five things you should always say if you want to make more money. He launches into these tricks.
- [29:06]What Clint has been saying reminds Stephan of how many times J.K. Rowling got rejected before the Harry Potter series found a publisher.
- [29:20]The third thing you should never say is “I would’ve/should’ve/could’ve.” Clint then describes why it’s so important not to offer discounts.
- [34:24]Bartering is terrible and Clint has only had horrible results from it.
- [35:18]Clint discusses talking about these five things you should never say on TV shows. He then launches into the five things you should always say if you want to make more money.
- [38:47]Stephan recommends an earlier episode of the Get Yourself Optimized with Ross Jeffries.
- [39:30]Another second thing you should always say is “give me the money!” Clint digs into this and other tips, and talks about his butter company.
- [44:44]Clint talks about the fourth thing you should always say if you want to make money, which involves how to deal with people who want discounts. Stephan then expands on the larger idea of not compromising your values.
- [47:16]The fifth thing you should always say if you want to make more money is that you’re very grateful to have the career that you have.
- [48:55]Stephan brings up a roleplay scenario in which Clint is pitching to a TV producer to see how the conversation might go.
- [52:40]Clint describes what a proposal should be, and mentions his library of over 300 successful proposals. He and Stephan then discuss some tips for how to propose successfully and keep the attention of producers.
- [54:40]Stephan shares a personal experience that he had with cold calling.
- [57:44]Every TV appearance that you do is a marketing video that you can use on your website to give your customers and prospects an opportunity to see you stand out from your competition.
- [59:41]Clint shares a parting word of wisdom, recommending his book Speaking Game.
If you’ve been following me for a while, you probably know that I’ve been doing TV appearances. I had 11 last year, I had 3 just in the last two weeks, and I’ll be doing more in the coming weeks. And all of this is because of our guest today, Clint Arthur. He’s been my secret weapon. I went through his Celebrity Launchpad twice, and actually interviewed him on Marketing Speak, my other show, episode 16. At that time, I hadn’t gone through his program yet. It was in that episode, in that interview, where I actually decided to hire him, to work with him and learn his secrets, and it worked. I have done all these great TV appearances and I intend to keep going all the way to The Today Show, or Good Morning America, or both, and hopefully have a New York Times Bestselling book to talk about on the show. That’s my vision.
Clint is here to talk about how to get on TV, how to make a seven-figure income off of speaking. He is a graduate of the Wharton School of Business, he is a GKIC Info Marketer of the Year, and he’s a number one bestselling author. His books include What They Teach You At The Wharton Business School, and The Speaking Game: 7-Figure Speaker Secrets Revealed. Clint, it’s great to have you on the show. I hope you enjoy this episode number 127.
It is so fantastic to be back with you. I don’t know if I’d be any happier if I were sitting between Michael Jackson, Elvis Presley, Donald Trump, and Kim Kardashian all at the same time, honestly.
That was very good celebrity attachment, I like it. We’ll learn a little bit later in the episode what that celebrity attachment means, but it’s good stuff. You were on my other show, Marketing Speak, Episode 16, a fantastic episode back in 2016. In the interim between that episode and today, I have done two of your celebrity launchpads, and I’ve learned a ton, and I’ve actually gotten on TV 13 different times. Your stuff works. Before when I was interviewing you for Marketing Speak, I hadn’t had any experience working with you before, I hadn’t attended any of your trainings, or gotten any TV appearances for your stuff. I’m happy to have you back, but on this show, on Get Yourself Optimized, so we could talk about how this stuff really works and I can certainly vouch for. Why don’t we start by providing a framework for our listeners around what is the approach here that’s gonna really work to build somebody’s celebrity status?
Let’s talk about celebrity status and what that means, and why a person would want that, and especially why a geek should want that. A lot of geeks probably consider themselves introverts, or not obvious targets, or potentials for celebrity. Why would somebody really wanna be a “celebrity”? It’s very interesting, I went to a play the other night here in New York City, and it was all about identity. They had you pick a card. It was like a magic show. Everybody got to pick a card in the cardset. I am blank. It had different words. I’m a cowgirl, I’m an introvert, I’m a salesman, I’m a professor. I picked I’m a celebrity. Then, the magician, for his last trick, he went around the room, there was about 135 people in the room, and he said, “If you picked the card because you think that that’s really who you are, then remain standing.”
Of course, I stayed standing. Amazingly enough, the guy went around the room, and of the 50 or so people who were still standing in the room, and he had never spoken to us before, he went from person to person, to person. He said, “You’re this. You’re that.” When he came to me, he goes, “You’re my celebrity.” Now, why would a person want to be a celebrity? How does that really work? I honestly believe that I am a celebrity. I do it on purpose. I create celebrity for my personal brand in the eyes of customers and prospects. This whole issue of the cusp of the personal brand. The personal brand, what does that really mean? It means what people think about when they think about you. When you think about Coca-Cola, or Nike, or Mercedes-Benz, you think about certain things, you have images of those brands. When a person thinks about you, they may think, “Oh, that person is a programmer.” Or, “That person is a sports enthusiast.” “That person is a baseball card collector.” “That person is a Star Wars figurine collector or expert on that topic.” Whatever they think about for you, that’s your personal brand. What I do is I do certain things to make people think of me in certain ways, and mostly, what I do is I go on TV, news, and talk shows as an expert guest.
As a matter of fact, in the next couple of weeks, I’m going to be going on FOX Los Angeles, CW in Phoenix, which is Good Morning Arizona, and ABC in Chicago, and others. Those are the ones that I have booked right now, to promote my new book, The Speaking Game, which is about how to make more money, have more fun, overcome any fear of public speaking that you may have, and become the confident and charismatic person you’ve always wanted to be. I’m deliberately going on TV, news, and talk shows as a strategy to help promote my positioning as a celebrity in the eyes of my customers and prospects. I’m never gonna be Kim Kardashian. I don’t think I’ll ever have a chance of being Kim Kardashian, or Donald Trump, but the good news is I really, sincerely believe you don’t need to be a superstar, pop-cultural icon, in order to make much more impact on the world than you’ll otherwise would, meaning making more money, having more influence in your community, amongst your family, friends, and certainly amongst your customers, and prospects.
Really, what this is all about is just identifying yourself as a “celebrity”, and what’s the main difference, what is a celebrity compared to everybody else who’s out there marketing on Facebook, LinkedIn, YouTube, Twitter, Instagram, etc., etc., etc? Celebrities go on television, that’s the difference. Everybody else, they do all kinds of other things that everybody else could do in the words of my fantastic, amazing friend, and client, Veronica Grey, who was my first client, and the first person to get on Good Morning America from our community, and she’s done over 50 television appearances. YouTube is a great equalizer, but television is a great separator. Television is the thing that separates celebrities from everybody else. That’s what we do.
It’s not good enough to just be an authority in your space. You really need to build that celebrity status for yourself to differentiate from everybody else who can make themselves into an authority just by having a YouTube Channel, or doing really good Facebook lives, or having a popular blog.
It really is true. The best part of it all is that television has this perception of being the highest status media. If you think of a person who’s gone on Good Morning America, or the Doctor Ross show, or Dr. Phil, or The Today Show, or on CNN, or on some other high-status top of the world television show, and those shows I just mentioned are the top shows in the world. Those are the top media outlets in the entire world. Those are the most coveted, the most difficult to get on, the highest status, and high impact media outlets you can get. As much YouTube live as you do, when you go on those show, if you haven’t been on 30 or 40 television shows before that, you’re gonna feel like you’re a fraud, you’re gonna feel like an imposter, you’re gonna feel like you’re just winging it, hoping it’s gonna go good. The greatest part about going on all these TV shows is that everyone in the world knows that they are the highest status media that there is. If you become a frequent guest on TV, news, and talk shows, that means that you are a frequent guest on the highest status media in the world, and then every other type of media that you do becomes easy.
Because if you can do TV, then you could do anything. It really is true, because going on TV, as you know, Stephan, is a lot different than podcasting. It’s a lot different than doing a webinar. It’s a lot different than doing YouTube videos on your iPhone. Going on TV is a very high pressure situation with high expectations, and you’re playing tennis, so to speak, with very high-level professional tennis players when you’re on those shows, these are professional broadcasters who are on national television every single day. As a result of playing in that environment, if you can go into that environment prepared and ready to play professional tennis, with professional tennis players, man, the product that you get, the end-result of all that effort that you’re gonna get is phenomenal in a professional sense, and also on a personal level. That’s really what I wanted to talk to you about, most on this podcast, was like how you felt going on TV has impacted you on a personal level. How that’s really changed you, and how you feel about your capabilities, your possibilities, and your ability to perform.
Yeah. I’m happy to go there. For me, personally, it’s been great transformational. I’ve done thousands of speaking gigs in the last couple of decades, and I’ve gotten very professional at that. But getting on TV is a whole other ball of wax, even though I’ve done 13 TV appearances now. It’s still nerve-racking. It pushes outside my comfort zone, and I think for a lot of people, if they haven’t done 30, 40, 50 TV appearances, it will push them outside their comfort zone big time. Yeah, you have to show up powerfully, you have to show up differently than you’ve ever done before in order to do well on TV.
You can appear flat, and low energy, and you can kind of mumble your way through a TV appearance, and that’s not that hard to do, but to show up powerfully on TV is a whole other ball of wax. I think, what you call the “Who Am I Syndrome” it’s still there. I just had a TV appearance on Good Day Sacramento last week, and I have one here coming up in a few days in Albuquerque. These Albuquerque segments are gonna be pre-recorded, we’re gonna do two on one day, the one last week was live, that was definitely nerve racking, being on a such big show as Good Day Sacramento, completely live, and have to fit within three minutes, get all my talking points, it’s stressful, but it certainly causes you to grow.
A lot of your audience is probably thinking, “Well, how does this apply to me? I’m never gonna be on TV.” But the truth to the matter is that I pursued the Hollywood dream for 13 years after I graduated from the Wharton Business School. I had a life-changing experience, and I gave up my investment banking career, and I went out to Hollywood, and started going on auditions of writing screenplays, and after 13 years, I was on New Year’s Eve at the Millennium, December 31, 1999. If you think about where you were that night, maybe you’re getting money, maybe you were partying with family and friends. I was driving a taxi that night, and it was my sixth year being a taxi driver, and in the backseat of my cab were these two MBA interns from Goldman Sachs, and they were talking about this high-level executive, “Did you hear Mr. Carrera? He got made a partner right before the IPO, and he cashed out $100 million.” I turned around and I’m like, “Are you guys talking about Chris Carrera?” They go, “How do you know Mr. Carrera?” “Chris Carrera was a pledge in my fraternity when I was the Pledge Master.” I used to make those little punks dance around with their underpants on top of their head.”
Now, this guy, this kid, just cashed out $100 million? And I’m driving a taxi? That night, I swore an oath to myself that I was gonna do everything I possibly could change how I would show up in this world. I started focusing on personal growth and transformation, I know you’ve done a lot of it yourself, Stephan, I walked on fire, I did Toltec wisdom studies with Don Miguel Ruiz, I did men’s power circles, and ceremonies. I did everything I could to change, then I got out of taxi driving, and I got into selling gourmet food. Then, I started making money, and I met an amazing woman who luckily believed in me more than I even believed in myself. She encouraged me to get into real estate, I bought Rich Dad Poor Dad, I bought Nothing Down, I bought Carlton Sheets, and next thing I know I bought a house, and I fixed it up, and I bought vacant lots, and tear downs, and throughout the 2000s I got fat and happy building real estate, and selling gourmet food.
Then, it gotta be the fall of 2008, and everybody knows what was going on then in the world. I was at a self-help campfire one night around October of 2008, and the Shaman looked at me across the crackling yellow and orange campfire frames, and pointed his shaky finger at me and said, “You don’t know me yet. But you are already dead.” “What are you talking about, man? I’m the most successful guy on this team. Years ago I was driving a taxi, now I’m a millionaire. I was living on a little boat in Marina Delray, now I’m living in a mansion in the Hollywood Hills.” “Ah. You’re already dead, and you just don’t know it.” I didn’t know what that guy was talking about, but I couldn’t stop thinking about what he said. I mean, I would wake up in the middle of the night out of the sound sleep, “I’m already dead? What does he mean? I’m already dead.” It came to be New Year’s Eve 2009, and I asked myself a question. That question was, “If this was gonna be the last year of my life, what would I want to accomplish?”
That Shaman had gotten so under my skin, that question came out of my soul, and the first thing I wrote down on my pad of paper in a list of things I wanted to accomplish that year before I died was I gotta write my book about what I learned at the Wharton Business School and help me to be a successful entrepreneur once I stop trying to become a writer and a movie star. I wrote the book in eight days, and I self-published it on CreateSpace through Amazon. I waited for the sales to roll in. Boy did they ever roll in, and all eight of them rolled in in 2009. I believe in mentors. I know you’ve had a lot of mentors, and I count myself as very proud to be one of them. The first one I sought out was Jack Canfield, and I said, “How do you sell so many millions in days of Chicken Soup For The Soul books?” And he goes, “You got to be famous, man. You got to go on TV and radio, and all kinds of media, and become somebody special.” I hired a publicist, and I started paying her a lot of money to book me on TV news and talk shows.
After I did my first forum sitting in the living room with my wife showing her the video clips, and I said, “What do you think?” She said, “I think you suck.” I said, “I agree. I thought it was gonna be easy to be great on TV, because I had watched a lot at TV. How hard could it be? But it’s not, as you’ve learned, so simple to be great on TV.” I said, “I’m going to call this publicist and have her book me on 10 more shows.” My wife goes, “Whoa! Whoa! Whoa! Why do you keep paying this lady? Why don’t you book yourself on TV?” I didn’t know how to do it, but I’m a very stubborn and persistent person. I just started getting up at [2:30]AM and making cold calls to TV news, and talk show newsrooms all across the country. It took me almost three months before I booked my first show. It was on WLOX, that’s the ABC affiliate in Biloxi, Mississippi. I went on that show, and I was like, “Wow! I just went on TV for free.” I booked six more that year. The next year, I booked 20 more. Then, I started teaching people, my friends, and associates were asking me, “How do you do this, Clint?” I started teaching people how to do it. Over the past five-plus years, I have taught more than 600 authors, speakers, coaches, and entrepreneurs how to book themselves on TV news and talk shows for free.
I have systematized it into an exact mathematical formula for how to book yourself on TV, news, and talk shows for free anytime you want. You’re a product of that teaching. I’m proud to say I’ve had 100% success with the people who come through my Celebrity Launchpad. If you are a person, a geek, listening to this podcast, and you have some kind of passion that you are really having a hard time like breaking out of the crowd, how do you stand out amongst all the many, many people who know what you know, or know similar stuff to what you know, or know more than you know? How do you get ahead in this world? I’ve found that nothing is as powerful as going on TV news, and talk shows, and celebritizing your personal brand. The amazing part of it is that it actually works, and I can guarantee it. I do guarantee it with a money-back plus $1,000 guarantee that if you come to Celebrity Launchpad, you will book yourself on at least three shows, or you get all of your money back plus $1,000. It actually works.
Yup. I love that guarantee, by the way. That was genius. So far, you haven’t had to pay that $1,000 plus money back. Everybody’s gotten booked on at least three or four shows?
We started out, it was two shows. My wife is like, “What? Are you crazy? You can’t guarantee that it’s gonna work.” I’m like, “Yes. I can. I believe it.” For the first 10 or 15 Celebrity Launchpads, the guarantee was money back plus $500 that you would book yourself on two shows. And then, I realized everybody was getting four or more as a minimum. We raised the guarantee three bookings or your money back plus $1,000.
Yeah. That’s serious risk reversal. Putting the risk on you that you’ll deliver. You really did deliver. Anybody, if they have something to say, can get on TV. They just need to know the process. You cold call, and like you said, you wake up early in the morning to do it, like [2:30]AM is just part of the price of getting on TV. You gotta reach them.
Part of the price of standing out is having to call up these newsrooms when nobody else is calling them, when they have time to talk to you. But the good news is if you come to Celebrity Launchpad, you can skip the cold calling, because it’s like shooting fish in a barrel. I have my friends who were producers who come to those events by Skype video every few months. They’re there to book guests onto their shows. That’s how come you’re on, and the cities that you’re going to, that’s why I have so many of my clients have booked themselves on so many shows, and that’s why we have over 3,524 television appearances booked that I’m aware of so far.
Yep. But, also, cold calling is part of what you do after you finished Celebrity Launchpad, so you’ve done x number of TV appearances from the Celebrity Launchpad bookings. Then you continue getting on TV just by picking up the phone, and calling TV producers early in the morning before they start dealing with the morning segment, before the shows.
I would, if I was anybody who really want to get their money’s worth out of it. It’s called Celebrity Launchpad, it’s not called “you are now a superstar celebrity”, it’s the beginning of your journey as a celebrity and I give you the power to build your career as big as you want it to be. Right now, I have one of my early clients who’s now a regular recurring guest on Dr. Ross Kelly is on Dr. Ross every month. I have clients who were on TV every single week all across America. It’s a super-powerful thing. One of my clients has more than a hundred television appearances, Eleanor. She just sent me an email, she did 106 television appearance, that’s even more than me, I’ve done 88 but I’ve done a lot more on national shows and bigger shows than her. Really, I believe it’s about breaking through onto that national level.
If you have a specific area of knowledge and want to amplify the power of your positioning, then, Celebrity Launchpad guarantees to be able to deliver that for you.
For those geeks who are listening, hey, if you have a specific area of knowledge and you really wanna amplify the power of your positioning, then, Celebrity Launchpad guarantees to be able to deliver that for you, and that’s why we’ve been talking about it here so far. I wanted to talk about something that would be even more useful to everyone in your audience and that is speaking. Because no matter how big of an introvert you may be, you still have to talk to people. I have found that speaking is something that everybody does everyday, and there are little tricks that you can use to make yourself a better speaker. Personally, I was so proud to find out last year that I make more money as a speaker than 99% of the members of the National Speakers Association.
In my new book, Speaking Game, I reveal the seven-figure secrets of being a professional speaker that enabled me to make so much money. I call it like the low-hanging fruit of being a seven-figure speaker, so that readers of the book can make more money, have more fun, conquer their fear of public speaking, and become the confident and charismatic person they’ve always known they could be and they’ve always wanted to be. Nothing can get you there but by being a speaker. I’m sure you can speak to the fact of how empowering it is to learn how to be a master of presenting from a platform, Stephan.
Of course. I’ll tell you, it’s been the most profound, powerful way for me to bring in clients, and build my business, anything else. It’s the thing that put me on the map back in 1995 when I started my speaking career, and I was horrible at it at the time. I just wanted to get as good as possible, so I just kept at it. I kept saying yes to every speaking opportunity that presented itself, and the speakers get poached by competing organizations, competing conferences. Even if you’re bad, they don’t know that you’re bad, because they see your name on the competitor’s brochure, so they’ll call you and say, “Hey, I saw you’ve been speaking at such and such event. We’d love to have you at our event.” I would just say yes to everything.
That ended up being the majority of the marketing that my previous agency did, in its 15-year history, was speaking. That generated the vast majority, many, many, many, many millions of dollars, eight figures, actually, it’s generated eight figures of revenue for my previous agency, being able to speak. It’s very, very valuable. If you try and figure it out on your own, it’s a lot harder. National Speakers Association is helpful, certainly better than going to Toastmasters, where you’re hanging out with a bunch of amateurs and you are the average of the five people you hang out with the most, if you wanna hang out with a whole bunch of amateurs learning speaking, you’re gonna become an amateur speaker. National Speakers Association, these are professionals, but what you’re talking about is a whole other level being in the upper tier of the speakers that have made it through National Speakers Association. It’s good stuff.
That’s why I put together this list of five things you should never say if you wanna make more money. And then five things you should always say if you wanna make more money. I think we should just launch into these little tricks for your audience, because this is stuff that every single person can really make more money from, and more impact, and more influence in the world. The first thing you should never say if you wanna make more money is, “Let me think about it.” A lot of people use that excuse, “Let me think about it.” When a salesperson of any kind asks you, “What do you think? Would you like to buy this?” You say, “Well, let me think about it.” That’s a terrible thing to say. Usually, it means, “No. I don’t wanna buy it.”
You should be the kind of person who is decisive, makes decisions, and moves on with your life without opening up any unnecessary loops.
But, the person who’s saying it is too chicken, or doesn’t wanna have confrontation, so, instead of telling the salesperson, “No,” what they do is they open up this new loop, which results in the salesperson, “I’m gonna call you back.” You having to feel uncomfortable later on about saying no. I say, “Hey, you know if you wanna buy it or not. Make up your mind, decide.” By the way, wealthy people most often decide very quickly on stuff. When wealthy people sit down at a dinner table in a restaurant, the guy usually looks at the menu, and scans it quickly, and makes up his mind, and knows exactly what he wants. That’s what you should be, you should be the kind of person who is decisive, and makes decisions, and says yes or no, and moves on with your life without opening up any unnecessary loops.
Yup. The second half of that is a leader makes up his or her mind quickly, and changes his or her mind slowly. That’s a key component to attend.
Oh, that’s very interesting. That takes us into the second part of it which is, saying to a customer or a prospect, “Why do you think about it? You should think about it.” That’s another way not to make a lot of money. If you wanna make a lot of money, you should encourage your customers and prospects to say yes, not to think about things. They know what they wanna do. If you will have gone through your professional sales presentation and you’ve covered everything, then what’s there to think about? It’s either yes or no. A no should be just as good as a yes, as my wife likes to say, no is the first step to getting to yes. I personally believe you need to call or speak with a certain number of prospects before you’re gonna get to a yes. When you’re calling TV producers, it’s usually about 20 TV producers before you get a yes. You need 19 no’s to get a yes. “Hey, say no to me. I’m happy to take a no.” That just gets me one step closer to the yes. Don’t tell anybody to think about it, tell them to say yes.
Yeah. This reminds me of what I heard about J.K. Rowling, how many nos she got, how many rejections she got on the Harry Potter book before she got a yes. It was over a hundred or something, it’s insane. Huge number.
Yeah. There’s a lot of nos in publishing. That takes us to the third thing you should never say which is, “I would’ve, could’ve, should’ve.” That goes to what you were talking about on the flip side of that first talking point which was leaders make up their mind very quickly, and they change their minds very slowly. You should just stay committed to your choices, and see them through. Then, when the results happen, don’t regret the results, don’t say, “I would’ve done it differently,” “I should’ve done it differently,” “I could’ve done it differently.” Just learn your lesson and move on to the next thing. A lot of times, unfortunately, the most expensive lessons are the best ones. But, nevertheless, don’t go around regretting your choices. Make your choices, learn your lessons, and move on with your life.
Yeah, because regretting is living in the past, really. You should be living in the present and looking forward.
Amen to that, my brother. Then, let’s go on to the fourth thing you should never say if you wanna make more money, which is, “Let me give you a discount on this.” People who make lots of money don’t discount what they do. They generally charge full price and high prices. By the way, high-price, full-price. At Wharton Business School, my very first best-selling book was called What They Teach You At The Wharton Business School, that’s the one that I started writing in 2009, and wrote it in eight days. One of the things they teach me at the Wharton Business School is that there really is only one price that a successful business person should use, and that is high price. You should deliver high price, high quality goods and services, and you should charge full price for them, because – you tell me if you agree with this or not – I have found, Stephan, that when people don’t pay the full price, they don’t get the full value.
When people don’t pay the full price, they don’t get the full value.
Yup. I agree with that. There’s another expression that goes when you pay, you pay attention. I have sent staff, for example, to Tony Robbins events, they skipped out three days into it, and missed the fourth day, which is all about health and wellness, and probably could’ve added an extra decade onto this person’s life, and they skipped out on it. Because they didn’t value it, they didn’t pay for it. Yes. I totally agree with you.
Yeah. I don’t do it anymore, but in the times in the past when I’ve extended discounts to people, especially when Celebrity Launchpad was $7,500, when the investment level was $7,500, today it’s $10,000. When it was $7,500, I remember I had a particular dentist come through who said, “Look, I’m only gonna pay $5,000. That’s my budget, that’s all I’m gonna pay.” I took it. He got week results, and I didn’t feel good about it selling him the seat for that much. I felt like I was getting cheated, he felt like he’d cheated. Cheaters never prosper; when you cheat, you only cheat yourself. Don’t cheat yourself on your price. Don’t cheat your customers out of getting your full value by giving them a discount. Then, the fifth thing that you should never say is really the opposite of that, which is, “Can I have a discount?”
It really goes back to this whole philosophy, if you wanna be a baller, if you wanna get the most out of your experiences, and if you wanna get the most out of your money, you should pay what people ask, and then you can have full expectations of getting the best service that they can deliver, because you paid full price, and you deserve it. At the same time, a lot of times when you invest in mentorship, it seems a little expensive. I know it usually seems a little expensive for me, which always has been a growing experience for me, growth experience of after I invested at that higher level, I now have the capacity to invest at higher levels much more easily. The first time I was in the $25,000 mentorship group, it was really expensive, but the second time I did it, it was like no big deal. Instead of asking for discounts, what I recommend is that you ask for a bonus of some kind. Don’t try to haggle with people on their price because it will only result in you not getting the full quality of service from the provider.
Yup. Also, kind of as a corollary to this, if you arrange a barter, then you’re both gonna feel like you didn’t get the same level of value because you’re not really paying, so when you pay, you pay attention, but you’re not really paying in cash. You don’t give it the full focus, then you feel a little bit resentful potentially when you’re delivering your goods, and services, and not getting paid cash for it, you might shortcut things, or not deliver at a 100%. Yeah, bartering can be a real nightmare as well.
Bartering is terrible. I only had horrible results from bartering. I’ve done barters like early on in the Celebrity Launchpad Game, I had a consultant who was a super high level consultant. He’s like, “Hey, I’ll give you a VIP day, and I’ll come to your Celebrity Launchpad.” I’m like, “Okay. I’ll do it.” I have never done anything with that guy’s $25,000 VIP day trainings. I have the audios, I know exactly what he said, I have never implemented it, and that’s because I didn’t pay. Don’t ask for discounts, don’t do barters, just pay what people are worth. If it’s not worth paying for it, then it’s not worth doing.
Yup. I agree. I agree. Cool. This is actually a segment that you’ve given on TV shows. The five things you should never say to make more money?
Oh man. I did such a great job on this on TV shows in December. I’m excited to go back and do more of them in January. It’s a fantastic segment. I’m gonna be on FOX Los Angeles with this segment on January 15th. I’m really excited about that. However, I’m not sure exactly how it’s gonna work out, but they said, “Well. Let’s have the opposite of the two. What are some things you should always say if you wanna make more money?” I put these together too, and I’m not sure if they’ll have me do these, or the negatives. What I love about this always is that, these are really things that come out of my own personal philosophy of celebrity, being the celebrity entrepreneur. Whereas the five things you should never say, they are actually things that I developed with and for one of my clients, Lisa Sasevich, this was her segment, her segment was 3 Things Moms Should NEVER Say If They Wanna Make More Money. It was the first three things.
But, these five things you should always say, number one, is you should always say your full name. It’s very interesting that celebrities, I find, always say their full name, unless they’re a one-name celebrity like Madonna, or Prince, or Oprah. Although, I bet Oprah Winfrey says her whole name a lot too. But people have to understand that when you’re a celebrity, that’s your brand, your brand is your name. When I met Daniel Baldwin, who’s Alec Baldwin’s brother, I just stuck out my handshake, and go say, “I’m Daniel Baldwin.” I have found that celebrities always say their full name. By saying your full name, it gives you more something. It gives you more gravitas, it gives you more power. It makes people think, “Well. I don’t know who this person is, but they must be somebody. They’re saying their whole name.”People have to understand that when you’re a celebrity, that’s your brand, your brand is your name. Click To Tweet
Yeah. I could imagine of that interaction. “Hi, I’m Daniel Baldwin.” If you were to shake his hand and say, “Hey. I’m Clint.” That would really lower your status immediately.
One-hundred percent. When you call a restaurant, you say, “This is Clint Arthur. I’d like to come in at [8:00]PM with my wife for dinner.” The person who is answering the phone is thinking to himself, “I don’t know who Clint Arthur is, but he must be somebody. I should know who he is. He said his whole name, like I should know who he is.” A lot of celebrity comes from this whole personal valuation thing. How you value yourself is the way a lot of people are gonna respond to you. By going on TV, and feeling like you’ve really paid your dues, and you’ve accomplished a lot, it builds your self esteem level to the point where you’re gonna start thinking more of yourself, which is gonna enable you to have more impact to influence, and income, as a natural by-product.
Yeah. If you approach somebody without 100% confidence in who you are, even if you say the words, they get the non-verbal cues that you’re not confident in yourself, and you don’t feel like you’re a big deal. They don’t treat you as a big deal. A great episode on the show that really goes into more detail on this is Ross Jeffries. He’s an NLP expert, but also one of the godfather of pickup. The pickup world, picking up women, and he shared some of his strategies and techniques to just exude confidence when you’re talking with people or just when you’re showing up even if you don’t say a word. It’s very, very powerful.
I’m sure it is. I have a lot of respect for Ross Jeffries, even though he’s not a celebrity, I do know who he is. I’m gonna listen to that episode.
It’s a trip.
Another thing, the second thing you should always say if you wanna make more money is, “Give me the money.” Now, that may sound like different verbiage depending on your job, your occupation, how you sell what you sell. But essentially, when I was at the Wharton Business School, the first thing that they always taught you at the Wharton Business School is to get the money. It’s a lot harder to get the money if you don’t ask for the money. People are very reluctant to just give people money for no reason. Even if you want something, a lot of times, you won’t give the person the money or the order until they ask for it. I really resent it when a salesperson doesn’t have enough skill in their own job to actually ask for the order, and I have to do the selling for them, I’ve to do the order procurement for them, it’s like, if you are a person who is trying to get money from the other person, you should say, “Give me the money.” Or, “Would you like to buy?” Or, “May I have your credit card, please?” Or whatever is the scripted line that you say to get that money, you have to say that, and the more you say it, the more money you’re gonna get. That’s why you should always say, “Give me the money.”
Yup. Whatever language feels comfortable too, but you gotta ask for the order.
One-hundred percent. The next thing you should always say if you wanna make more money. This is again, I love these, because they’re personal. They’re things that I have learned in my careers as a celebrity entrepreneur. This is such an important thing to be able to say, “I am the only person in the world who does this.” For Stephan, he is the host of Get Yourself Optimized Podcast. There’s nobody else who could say that. I am the number one best-selling author of What They Teach You At The Wharton Business School, and I’m also the Founder and Host of The Business Expert Forum at Harvard Faculty Club, that’s my entrepreneurial thought leader conference at Harvard that I do every year, and we’re doing our fourth one this year with Caitlyn Jenner, and George Ross as the celebrity speakers and guests. That’s an event where entrepreneurs come to share their ideas at Harvard Faculty Club with a large group of other entrepreneurs. It’s officially sponsored by the Entrepreneurship Club of Harvard Business School.
If you have a unique product or service that nobody else can provide, then they’re gonna buy it from you.
Everybody ends up with great marketing videos and other marketing assets as a result of participating in that. Nobody else can say that they’re the creator and host of that event. I’m the only one. This goes beyond just having unique products and services. The power of celebrity is that, even though there are many doctors in the world, there is only one Doctor Ross, there is only one Doctor Phil. If you want consultations or services from those unique celebrity brands, you’re gonna pay a lot of money for those. That’s the beauty of becoming a celebrity version of yourself because there comes a point where your celebrity gets so big that people are going to come to you predisposed to buy. This is the ideal circumstance that you want a buyer. You want the buyer to come to you predisposed to get you if they can. If I can hire this guy, I’m going to. That’s what you want. That’s the positioning you want. The flip side of that is if you have a unique product or service that nobody else can provide, then they’re gonna buy it from you.
For example, when I started out in the gourmet food industry, I was the only person in the world who was selling Organic Portion Control Unwrapped Butter pieces. I’m happy to say that I’m still the only person in the world who does that. If you want that product from the Five Star Butter Company, it’s the only place you can get it. It’s the only reason the Five Star Butter Company has been able to stay in business as long as we have, is because we have a unique product that nobody else has. It is essential for success and long term thriving as an entrepreneur to be able to say, “I’m the only one in the world who does this.” If you can’t say you’re the only one in the world who does it, then, you have to create celebrity positioning for your personal brand to make up for your weak market positioning. What do you think of that?
Yeah, that’s great. That reminds me actually of Robert Allen who wrote Nothing Down and a whole bunch of other real estate books. I’m sure you know who I’m talking about.
Yeah. He’s been on the show too. Amazing guy. He talks about being the only. I am the only, and then, whatever it is, and how important that is so that very much rings through what you’re just saying.
Fantastic. The fourth thing you should always say if you wanna make more money is, “I don’t discount, but I can give you this bonus.” Very often, people are gonna ask you for a price discount. It’s amazing how infrequently it happens, but when it does happen, you should always say, “I don’t give discounts on my price, but I will be happy to give you a bonus to make you feel better about buying.” For example, if you’re an auto mechanic, if somebody doesn’t wanna pay $297 for the break job, you say, “The price for the breaks is $297. I can’t do anything about that. But I’ll be happy to wash your car for you and detail up the inside so that when you come and pick it up, it looks fantastic for you, including having great breaks.” It’s a nice pivot for anybody who gets hit up for discounts a lot. Don’t discount the price, as we’ve already talked about, nobody’s gonna benefit from that. Hit them up with a bonus instead.
Yup. I love that. I think it’s part of this larger idea that you don’t compromise your values in terms of who you’re willing to work with. For example, if there’s somebody that is asking for discounts, or probably likely to be a hard client to work with, or if they’re asking for certain terms that I find uncomfortable, fairly often I’m asked to do a work for higher sort of consulting engagement. I’ll just outright refuse. I’ve lost some really big deals like [00:47:09] was a prospect that we just couldn’t come to terms because they insisted it’d be work for hire. That would have been a medium six-figure contract. I walked away from it because that’s just not part of my values, is to write off all the intellectual property that I’m creating for them, assign that to them. I’ll give a worldwide non-exclusive perpetual license, but I will not give ownership of my IP. I think that’s an important distinction for folks.
Nothing is as attractive to others as when a person is grateful for the blessings that they’ve received in their life.
Fantastic. I agree. You got to know what you’re willing to do, and what you’re not willing to do, and what you’re worth, and what your real value is, and be willing to stay strong and fight for it. Then, it takes us to the fifth thing that you should always say if you wanna make more money, and that is, “I’m very grateful to have the career that I have. It allows me to travel the world, and to never use an alarm clock, except if I wanna have to catch an early flight, or I’m sponsoring or speaking at somebody else’s event.” In my world, I never use an alarm clock. I’m very grateful that I have the opportunity to work with my wife, and that she’s been able to integrate herself into the work that we do and provide so much value for our clients, and that it hasn’t destroyed our personal relationship. I’m very grateful to have the education that I have had going to the Wharton Business School, driving a taxi, building myself up from nothing to one of the highest-earning speakers in the world. I’m very grateful for all of this. I’m conscious of that gratitude all the time. I voice that gratitude all the time. That, I believe, contributes to my ability to make more money, because nothing is as attractive to others as when a person is grateful for the blessings that they’ve received in their life. I encourage all of my clients to use this powerful technique as well.
Yup. I love it. That’s, I think, the cornerstone of everything in terms of gaining abundance in your life. The abundance is really there, you’re just turning your attention away from it, unless you’re grateful, and then the floodgates open then. I’m curious if you were to pitch this, actually, if you’re willing, let’s role play, if you were to pitch me as a hypothetical TV Producer, and you’re calling me at let’s say [3:00]AM, I’m in working preparing for the morning show and I get a call from you. Could we role play that and see how that might go?
Sure. I’ll be happy to. That’s exactly what I’ve been doing.
Which of the two segments would you pitch? The five things you should never say to make more money or five things you should always say to make more money? Which one?
I believe, as much as I like the always, for purposes of curiosity, I believe that people are more interested in the things that they should never do because they don’t want to make mistakes.
I also think that there’s something counterintuitive and surprising about never saying something, because it’s usually about things you should be doing, and not what you should never be doing. Like you had a TV segment that did really well. Was it Three New Year’s Resolutions You Should Never Make, I think?
Yeah. Very successful.
I love that angle. It pops. Yeah. Let’s do that one, and I’ll be the TV Producer, or actually first I’ll be the Gatekeeper. Here we go. Ring-ring, ring-ring. Hello. WXYZ TV Newsroom.
Hey. Good morning. Can I talk to the Producer who books the guests?
Can I ask who’s calling?
This is Clint Arthur calling from New York City. Can I talk to the Producer who books the guests, please?
Okay. Sure. Hold on. I was gonna be a smart ass, but I withheld. Okay. Ring-ring, ring-ring. Hey, this is Jeff.
Hey, Jeff. Are you the Producer who books the guests?
That, I am.
Fantastic. You’re just the person I need to talk to. My name is Clint Arthur. I’m the number one best-selling author of many, many books. My new book is called Speaking Game. It is the seven figure speaker secrets revealed. I’ve got a fantastic segment that I think everybody in your audience is gonna love, it’s called Five Things You Should Never Say If You Want To Make More Money.
Oh. Okay. Yup, go ahead. Tell me more.
Well, as you’re probably aware of, 49% of all Americans are living paycheck to paycheck. And I say, there are five things that you should always or never say if you wanna make more money. The first thing you should never say if you wanna make more money is, “Let me think about it.” We all know, when you say, “Let me think about it,” you probably mean no. Just have the courage to say no. The second thing you should never say if you wanna make more money is, “You should think about it.” If you’re trying to get people to give you money, or make sales, or close deals, don’t encourage them to think about things, you should just encourage them to say yes or no. Either one is good but don’t open up these loops that need to be closed later on.
People who earn a lot of money don’t discount what they do.
The third thing you should never say is, “I would’ve, could’ve, should’ve,” don’t have regrets, make your decisions, live with the consequences, and learn your lessons. The fourth thing you should never say is, “Let me give you a discount.” People who earn a lot of money don’t discount what they do, they just charge high prices and expect to get them, and then deliver great service and products. Then, the fifth thing you should never say if you wanna make more money is, “Can I have a discount?” People who make a lot of money don’t ask for discounts, they’re ballers, they go around paying full price and getting full value for what they want, and what they deserve. Living the life of a baller and that’s what I think everybody in the world should try to be doing, living a better life, making more money, and doing it by saying the right things, and not saying the right things. What do you think? Would this appeal to your audience?
Yeah. I think it would. Can you send me something via email?
Sure. That’s when you send them an email with your proposal. The proposal should be a one-page proposal. As part of the Celebrity Launchpad, there are literally more than 300 of these proposals in my library that have all been booked, and have resulted in my clients booking themselves on TV news, and talk shows, and getting free celebrity positioning, and great marketing videos for free, and anybody who’s a member of our community can use these as templates, just take out the contact information of the person who’s segment it originally was, and replace with your own, and there you go.
Yeah. That’s awesome. A little distinction I learned from you is to have this ready to go. When you’re on the phone with the TV Producer, and if they tell you, “Yeah, why don’t you to send me something.” A lot of times they’re saying that to get rid of you. The way that you keep them engaged on the conversation is you have the email already to go with the attachments, and the person’s name, and their email address is just blank, that’s the only thing left to fill in. Then, when they give it to you, you say, “Okay. It’s da-da-da-da-da.” “Got it. Okay, can you check your email, and make sure you got it?” They’re like, “What?”
Now, another thing that I like to do when I am pitching this, like, “You got one pitch because you know me.” If I was pitching more of a cold producer type of person, I would probably have said, “I am a frequent speaker on the topic of making money as a speaker. In fact, I have spoken about it multiple times at Harvard for the Entrepreneurship Club of Harvard Business School. I spoke about it last month at Nasdaq at the Stock Market Exchange site in New York City. I’ve spoken about it at West Point. I really make more money than 99% of the speakers in America. This is real insider seven-figure speaker secrets that I want to share with your audience.”
That’s great. Very great positioning. Just to share a little personal experience that I had when I was cold calling, I cold-called a TV station in Phoenix to get on Good Morning Arizona. I’ll tell you, when the stakes are high is when you perform at your best, I think, because what I did is I had one of my clients on a call with me, he was on Skype. I’m like, “Look. This is so easy to get on TV. You really need to do it. You need to get outside your comfort zone. Let me show you how easy it is. You just stay quiet and I’m gonna put the phone on speakerphone and I’m gonna call a TV producer, we’ll see if I get booked. I think I would get booked right on that call.” You know what? I did.
Yeah. That was for Good Morning Arizona, Phoenix is a top 20 market I think in the US.
It’s number 11.
Number 11. Right. Huge market. Right then and there, she said, can you be available on Saturday morning to be on the show? And I’m like, “Yup. For sure.”
Yeah. It’s a lot of fun. There are many ways to make money from going on TV. There are many ways for making money. There are many ways to make money from raising your status in the eyes of customers and prospects. I believe an entrepreneur’s number one job is to raise their status in the eyes of customers and prospects. If they think that you are higher status than them, and higher status than your competition, they need to feel a level of excitement about the fact that they’re gonna be working with you. TV provides that and so do these VIP prestige speaking opportunities, like speaking at Nasdaq, speaking at Harvard. They are magical things. The results that I hear my clients getting are truly gratifying to hear clients telling me that they have doubled their business, and doubled their income as a result of the work that we do together, whether it be speaking at Harvard, or at Nasdaq, or going on TV, whatever it may be. You need to figure out what are you going to do that your competitors are not able, or not willing to do, so that you can be perceived as being different and better. You gotta do it.
Yes. It’s incredible social proof. Like on my website on stephanspencer.com, I used to have ‘As seen in,” and then logos for Search Engine Land and the Huffington Post, and Multichannel Merchant, and then I was able to replace those with as seen on ABC, NBC, CBS, and FOX, and The CW. Wow. What a different world, and it puts me at a different level with prospects, and also to have those TV segments available for people to watch on my media page. I still need to do a sizzle reel, that’s coming. All these things just elevate your status and give you incredible social proof that the competition doesn’t have.
They’re machines, especially the sizzle reel, but everyone of these TV appearances that you do is a marketing video that you can use on your media page of your website, or on the front page of your website, helping to give your customers and prospects an opportunity to look at you and see you in a different way than they can see your competition, and to believe and like you. You know that whole thing about know, like, and trust, they have to know you, like you, and trust you, I don’t believe it anymore, I think they have to admire you, and like you and trust you, if they’re gonna give you a lot of money, and TV, and Harvard, and Nasdaq, do exactly that. I think everybody should find a way to make it happen for themselves, and I’m just the express train for making that happen. I’ve been able to make it happen for me, and my clients, but I’m more industrious and more driven than a lot of people, and so a lot of clients come to me and just pay me few duckets to take the express train to themselves that they want, which is higher status.
Yeah. Even if you don’t go through Celebrity Launchpad, the results are available to you if you put in the effort. You didn’t have Celebrity Launchpad when you started, you just figured it out on your own, and you just started dialing for dollars, but in this case, it was dialing for TV appearances. You can just get on the phone and start cold calling TV producers, and now listeners you actually heard a real role play example of a pitch. You could start making phone calls and see where it takes you. I can certainly vouch for the value that you get on Celebrity Launchpad, having done it twice, getting all sorts of bookings out of it, and also to learning how to maximize my TV appearance and show up as powerfully as possible. I think we’re out of time here. Did you have one last parting word of wisdom you want to share, Clint, with our audience?
For anyone who is interested in raising your speaking game, I would encourage you to get Speaking Game, the hardcover book at amazon.com by Clint Arthur. Then, go to speakinggame.com where you’ll have the opportunity to put in your Amazon receipt number, and when you do that, you’ll easily get a download link for the Kindle version of the book, and 45 minutes of video training. It advertises 45 minutes of video training, it’s really closer to 2 hours, because, as you know, Stephan, I have a principle business philosophy which is to over-deliver on every promise. Even on the video training that comes along with the free gift, you’re gonna get an over-deliver on that. If you wanna be a better speaker and make more money, have more fun, conquer your fear of public speaking, and become the confident, and charismatic person you’ve always wanted to be, get Speaking Game, and then go to speakinggame.com, and we’ll take it from there.
Awesome. Well, thank you for that amazing gift. Listeners, now it’s time to take action. Go to getyourselfoptimized.com for the show notes for this episode, which will include links to all the different resources that we spoke about in this episode. The related other episodes, and also a checklist of actions to take as we discussed, the content of this episode, it’s all laid out in a very nice PDF checklist for you to execute on. That’s all available at getyourselfoptimized.com. Alright, we’ll catch you on the next episode of Get Yourself Optimized, this is your host, Stephan Spencer signing off.
Checklist of Actionable Takeaways
Build up my personal brand by clearly describing what I do to resonate with people who see my message.
Start booking TV appearances to build authority in my field. There’s a celebrity status that comes with TV appearances as opposed to being on YouTube or Facebook Live.
Practice being in front of the camera so that I’m comfortable doing TV interviews. Get honest feedback on my performance from family, friends or experts in the field.
Be confident during TV interviews to create a good impression of my personal brand. I should show off my expertise and authority in my field.
Focus on self-improvement and transformation so that I can share more knowledge with the world.
Hire a publicist to get me started on my TV journey. Use their connections to get more exposure in the industry.
If a publicist is too expensive, start by making cold calls to TV shows and contact their producers.
Always accept speaking invitations. This will help me practice my speaking skills, meet new people in my industry and build my community.
Don’t let rejection stop me from reaching my goal. A “no” is only a few steps away from a “yes.”
Join Celebrity Launchpad and use Clint Arthur as my mentor to get on TV and to become a celebrity.
About Clint Arthur
Celebrity Entrepreneur & Personal Branding Expert, Wharton Business School graduate, Dan Kennedy’s GKIC Info-Marketer of The Year. With 19 years experience running his own gourmet food company, Clint is the #1 Bestselling author of Break Through Your Upper Limits on TV, followed by What They Teach You At The Wharton Business School, followed by Speaking Game: 7-Figure Speaker Secrets Revealed, and his latest work: Celebrity Entrepreneurship.
A true master of Speaking to Sell, in 2016 Clint shattered the all-time sales record for an outside speaker at GKIC’s Super-Conference.
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