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 You have something

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 genuinely valuable to share.

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 And maybe you're sharing it on a stage,

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 on a webinar, or in your marketing.

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 But it's not landing

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 the way that you want.

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 Maybe you're rambling, maybe it runs

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 long, or maybe people are

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 just quietly tuning out.

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 Well, great communicators are not born

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 with these exceptional

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 communication skills.

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 They practice three skills that almost

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 nobody ever talks about or works on.

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 one-day mastermind with my dear friends

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 Amy Porterfield and Russell Brunson.

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 Now, I walked into the event, and I was

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 running a bit late to be honest with you,

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 because my Uber did not find me as

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 efficiently as I was hoping.

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 And anyways, there was about 20 minutes

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 to go before the event started.

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 So I walk in, and both Amy and Russell

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 and our other friend Eileen

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 are sitting there at the table.

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 And Amy looks up and she's like, "Stu,

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 we're gonna need to make "some

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 adjustments to the schedule."

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 And I was like, "Well, what do you mean?"

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 And Russell says, "Dude, I

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 need three hours to teach."

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 I'm like, "Three hours?"

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 I'm like, "Dude, we

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 allocated 45 minutes for you."

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 In fact, it was 30 minutes with 15

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 minutes of questions.

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 So anyways, we sat there in the middle,

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 and I'm trying to figure it out.

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 I'm like, "Okay, how

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 are we gonna do this?"

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 So Amy and I start chatting, and we're

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 trying to rework the schedule.

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 And she's like, "We can

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 take 15 minutes off here."

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 And I'm like, "We can take 30

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 minutes of my time off here."

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 And anyways, we're figuring it out.

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 So then we figure it out, and I said to

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 Russell, I'm like, "You can't have three

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 hours, "but I can give you 90 minutes."

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 So it's like half of what you thought,

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 but it's double the time

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 that we had allocated for you.

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 He's like, "I'll take it."

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 So then Russell took a three-hour talk,

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 and he distilled it down

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 into 90 minutes on the fly.

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 Now, that wasn't a problem for him.

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 That right there is the

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 mark of a true professional.

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 A true professional fits the message to

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 the time that they've got,

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 not the other way around.

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 And so whenever I speak, I take great

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 pride in landing my talk on time, because

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 I never want my talk to run over, because

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 the moment that you do,

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 it has a ripple effect.

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 It throws off the whole schedule and

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 steals time from everyone else that is at

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 that particular event.

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 And I learned this watching my very first

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 mentor, John Childers.

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 He was a tremendous communicator, and I'd

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 watch him take the exact same message and

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 deliver it in different ways depending on

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 how much time he had.

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 It was the same message, same heart, but

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 just different length.

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 And here's the bottom line.

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 A great communicator isn't about just

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 mastering one skill.

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 It's about mastering three.

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 And most of us have only

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 ever practiced one of them.

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 So skill number one, expand.

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 This is the long form version of the

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 message you wanna share.

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 So if we just picture it in today's day,

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 picture it like the long form is your

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 YouTube video or your podcast episode,

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 where you've got room to breathe, to go

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 deeper, to tell the fuller story.

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 So if you've got like an Instagram reel,

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 which is like 60 seconds, right?

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 Could you expand that to be a 15, 30

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 minute, 60 minute presentation?

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 It's the same core idea, but it will just

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 be delivered in a more expansive way.

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 So then the question becomes, well, how

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 do you do that without just rambling and

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 adding a bunch of fluff?

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 Well, you do it with a simple outline,

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 like a few main points, and then you

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 expand it by adding layers to each one.

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 Maybe it's a story, maybe it's an example

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 or a piece of research, or maybe you talk

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 about what not to do or a quick exercise.

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 But what I want you to do is I want you

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 to think of any

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 presentation like an accordion.

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 The melody stays the same.

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 You just open it up wider

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 when you've got more room.

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 Skill number two is

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 the opposite, condense.

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 This is the short form version.

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 Now, this is going in the

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 opposite direction, right?

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 The short form, this is your Instagram

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 reel, where it's the same message, but

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 you've got to land it fast.

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 And this is the one that

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 almost nobody practices.

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 And honestly, it's way harder to shorten

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 a longer message, and therefore it's a

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 more valuable skill.

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 And here's a great quote

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 that I love from Blaise Pascal.

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 Hopefully I'm saying that right.

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 This is from back in the 1600s.

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 I didn't actually know it was Blaise

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 that, you know, originated this quote,

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 but I have heard this quote over and over

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 again, and it is perfect for this.

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 And basically, he was writing a long

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 letter, and he said in the letter, I

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 would have written you a shorter letter,

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 but I didn't have the time.

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 Short is harder than long, because every

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 single word has to earn its place.

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 And so I just want you to sit with that,

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 because saying something concisely takes

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 more effort, more energy, and more time,

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 because every word has to matter.

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 And I have struggled with this in the

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 past, because I've got a few home run

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 stories that I love to tell.

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 These are my signature stories.

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 And I know that when I share them, the

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 crowd is gonna laugh, and

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 the point is gonna land.

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 So for years, I tried to always shoehorn

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 these stories into every presentation.

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 But the problem, some of

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 them didn't make sense.

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 And some of those stories needed room.

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 They're three hour stories, so to speak,

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 but not ready for reals, and they just

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 don't work when they're condensed.

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 And so I had to cut my best, funniest

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 stories, because a story you love still

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 has to serve the purpose, or it goes.

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 And every story has to serve the purpose.

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 And it doesn't support the

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 point that you're making.

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 You don't get to keep it, no

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 matter how much you love it.

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 Don't shove a story in just

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 because it's a crowd pleaser.

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 And I experienced the same thing when I

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 was writing my book, Predictable

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 Prophets, because the early drafts had

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 way more words in it.

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 And we had to ruthlessly chop and trim

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 until every word served the purpose of

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 each particular chapter,

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 and therefore the whole book.

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 So how do you know what to cut?

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 Well, I learned a simple trick from Ken

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 Davis, who runs the

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 score speaker training.

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 This was a training that I went to on the

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 recommendation of Michael

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 Hyatt, and it was phenomenal.

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 And basically what Ken said was, you

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 gotta come into any

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 presentation with a singular focus.

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 And you ask yourself, what's the one

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 point I want everybody to take from this?

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 And what do I want people thinking or

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 doing after I'm done?

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 Everything that doesn't serve the answer

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 to those questions, you gotta cut it.

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 Is it easy to cut your own material?

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 No, it's super hard, especially when it's

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 your best stories, right?

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 Because we fall in love with our stories

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 and our points, but the confident

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 communicator says less, not more.

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 Skill number three, connect.

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 You gotta make your message clear so that

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 it lands no matter what length it is.

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 And this right here is

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 the difference maker.

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 The first two skills are about length,

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 the YouTube version and the real version.

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 The third one is what makes either of

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 them actually land for your audience.

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 And clearer is the thing that carries the

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 message home, no matter how

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 long or short your message is.

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 So you can say the right thing, but if

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 the audience doesn't respond, it's often

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 because you said it in a way that's

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 confusing or too complex, or it makes

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 them think too hard.

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 And people don't wanna work that hard to

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 follow what you're saying.

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 So complex words force the

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 brain to burn extra energy.

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 And when it's a tired

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 brain, it just checks out.

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 Now here's what's fascinating.

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 Research on plain language shows complex

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 words and jargon raise what scientists

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 call cognitive load.

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 This is basically when your brain is

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 burning extra energy just to decode what

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 it is that somebody's trying to say.

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 And a tired brain doesn't push harder, it

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 just starts to tune out.

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 So when you make people work to follow

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 you, they don't work

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 harder, they just check out.

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 So we gotta use plain, simple language

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 because it lowers the effort and so the

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 ideas begin to land properly.

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 So I'll give you some examples.

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 And I'm gonna share them back to back so

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 you can hear the difference.

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 They're saying the exact same thing,

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 they're just saying it

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 in a far different way.

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 So first I'll give you the complex

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 version, then I'll

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 give you the easy version.

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 So a complex version might sound

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 something like, we need to optimize our

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 customer acquisition funnel.

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 The simple version might be, we need a

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 simple way to get more of

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 the right people in the door.

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 Do you hear the difference?

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 Okay, here's another one.

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 We need to leverage your existing assets

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 to maximize recurring revenue.

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 A simple way to say that might be, you

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 need to use what you already have to

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 build income that shows up every month.

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 It's the same message but said in a

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 totally different way.

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 Okay, here, one more example.

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 Here's the complex version.

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 Our value proposition

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 lacks differentiation.

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 The easy version, right now

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 you sound like everyone else.

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 See the point of the matter is this,

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 every big impressive word is a little tax

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 on your listeners brain.

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 So you gotta use the free words.

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 You gotta keep it super simple.

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 Now speaking of simple,

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 I have a super simple framework that I

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 lean on for teaching just about anything

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 and it has four parts.

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 Part number one is a hook.

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 This is where you're gonna

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 grab the person's attention.

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 Part number two is a story.

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 This is what makes what

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 you're about to share relatable.

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 Part number three are three lessons, like

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 lesson one, lesson two, lesson three.

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 And part four is a summary.

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 It's where you put a bow on everything

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 that you just shared.

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 And PS, I'm just telling on myself

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 because you're probably gonna start

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 seeing this framework every time you

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 listen to one of our episodes because

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 this is exactly the framework that I use.

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 And here's the thing, I also learned from

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 the great Charlie Tremendous Jones.

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 He's no longer with us but he was a great

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 man and an incredible communicator.

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 And one of the things that I remember to

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 this day when I saw him live for the very

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 first time is he said, "Tell him what

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 you're gonna tell him, tell him, "and

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 then tell him what you told him."

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 And so this is why whenever you're

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 communicating, you wanna tell him what

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 you're gonna tell him, then you're gonna

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 tell him, and then you're gonna wrap it

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 up with a summary and

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 tell him what you told him.

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 And so the through line that ties all

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 three skills together is this.

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 No matter whether you got 60 seconds, 60

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 minutes, or three hours, the core lesson

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 of what you're sharing stays the same.

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 It's just expanded or trimmed but it's

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 always in simple words.

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 So here's what I want to

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 encourage you to do this week.

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 I want you to take the thing that you

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 teach and I want you to

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 practice all three skills on it.

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 Write the one sentence version, then

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 maybe expand it and think

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 about a 15 or 30 minute version.

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 And then scrub every fancy word and swap

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 it for the way that you'd

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 say it to a friend at dinner.

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 Say one idea in a sentence, in 15

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 minutes, and in plain words.

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 That's the whole workout

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 for you and I this week.

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 And before you ever deliver it, ask the

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 Ken Davis questions.

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 What's the one point?

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 And what do I want people to think or do

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 when I'm done sharing this?

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 All right, my friend, with that, before I

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 wrap up, I wanna encourage you, if you've

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 enjoyed this episode, please go and leave

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00:12:16,375 --> 00:12:17,833
 a review because all

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00:12:17,833 --> 00:12:18,875
 those reviews matter.

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 I read every single one and I have no

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 idea who is listening to this podcast.

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 I have no idea if you're listening or if

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 you're enjoying this.

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 But I do know when you go and leave a

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 review and those matter because they help

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00:12:31,125 --> 00:12:33,583
 us get the show in front of more people.

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 So thank you, thank you, thank you to

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 everyone who has done that.

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 All right, here's our recap for today.

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 If you want to be a great communicator,

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 there are three skills

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 that you've gotta master.

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 Number one is expand.

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 This is taking a core idea and being able

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 to expand it into a

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 longer form presentation.

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 In today's world, that might be your

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 YouTube videos or your podcast episodes

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 or a presentation in

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 front of a live audience.

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 But the number one skill

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 is to expand a core idea.

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 The number two skill is

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 to condense those ideas.

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 It's the opposite.

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 It's the short form.

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 It's the Instagram real.

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 And shorter is harder than long because

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 every story, every

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 word must serve a purpose.

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 And the third skill is connect, making it

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 clear so that it lands at any length.

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 And fitting your message to the time that

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 you've got is the mark of a professional.

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 And the same lesson works, whether it's a

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 real or a three hour talk, as long as it

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 stays clear and simple.

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 So 60 seconds or three

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 hours is the same lesson.

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 It's just expanded or trimmed.

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 And always, always, always use clear,

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 simple language and words.

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 And when you master that, the people will

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 follow you literally anywhere.

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 All right, my friend,

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 that's a wrap for today's