169: Live Coaching with Irene Tyndale
Are you ready to take your knowledge to the stage, but need a little guidance on your topics, presentation, or even audience? On today's episode, I'm taking you behind the scenes for a live coaching session to dive specifically into these questions!
Irene Tyndale joins me to share about her speaking goals to grow her business! Listen in as we define her speaking topic, create dynamic conversions based on her audience, and outline her presentation.
If you loved this episode and it motivated you to work on more polished presentations, I’d love for you to leave a review on iTunes and tell me about your biggest takeaway. Take a screenshot of you listening on your device, post it to your Instagram Stories, and tag me @jessicarasdall.
Resources mentioned in this episode:
irenetyndale.com
instagram.com/ityndalevents
instagram.com/irenetyndale
Introducing Live Coaching Calls
We're trying something completely new on the podcast and per your feedback, you were really interested in this. So let's see how it goes. I have never done an episode where I've let you come behind the scenes and be involved, listen and be a fly on the wall in a coaching session. So I opened up some sessions to our listeners. And today I'm going to share one of those with you, now let’s meet Irene Tyndale.
Meet Irene
Irene Tyndale, Chief Event Officer of Irene Tyndale Weddings & Events brings over 20 years of experience in the wedding and corporate event planning industry and a zest for educating and encouraging others. An engaging speaker and business mentor, she brings a wealth of knowledge and expertise that gives your audience the tools, resources, and inspiration they need to make leaps, grow their businesses, or take charge of wedding planning.
Prior to starting embarking on her own entrepreneurial ventures in 2012 had worked for a variety of reputable hotels in the Atlanta area as a Catering Sales Manager specializing in weddings and social events. This experience resulted in strong skill sets that allow her to plan and execute events seamlessly and build an impressive portfolio of vendor relationships. Her eye for details, creativity, strong connections, and passion for education have positioned her as a leader in the event industry
Irene is married to her college sweetheart and is the mother of two beautiful children. Family means everything to her and comes first.
Irene’s Ideal Audience
Irene Tyndale is an event planner with 24 years of experience under her belt. With that experience comes a lot of knowledge that she’s ready to share with up and coming event planners. Her ideal audience includes those who have been in the industry for 1-5 years. To take it even further, we’re breaking that into two groups so that we can better focus on which offer to sell from the stage:
Event Planners in the 1-3 year range
Event Planners 3-5 year range
Irene’s Goals with Speaking
With Irene serving couples and event hosts in her event planning business, she wanted to adjust her speaking to serve the coaching and education side of her business. This meant she would be speaking to other wedding and event planners, in hopes of achieving one of two goals:
Signing up for her course
Becoming a coaching client
Hesitations Irene’s Audience May Have
While she’s confident in her speaking abilities, she still understands that her audience may have hesitations.
Who is Irene?
How much time will this take?
What is the cost?
Plans for Irene’s Presentation
Get clear about the billboard statement: The business of a wedding planner is more than just your brand, your website, and business systems.
Hook the audience!
Educate about the problem: Talking about the marketing vs only being as good as your last event. Visual of a sales cycle for event planners from leads to calls to booked events. By delivering a more consistent, better service, you’re booking higher end events.
Serve from the Stage: Share about Plan, Manage, & Execute by illustrating each with a story, followed by sharing one tiny shift they can make in their business.
Leaving a Lasting Impact: Moving them past the marketing aspect of their business.
Recap: What was Accomplished in Today’s Episode:
Defined the audience types and presentation types
Created a skeleton outline of talk
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Transcript for Episode 169:
Jessica Rasdall
You've been around for a minute when it comes to your work and you consider yourself a seasoned professional. But when it comes down to packaging up your expertise and delivering it from a stage, you get a little nervous. In today's episode, we're going to help you understand how you can take your expertise and turn it into a high value presentation. Welcome back to another episode of The speak to scale Podcast, where we're helping business owners just like you grow and scale their impact by speaking on stages, podcasts, webinars, and more. I'm your host, Jessica Rasdall, and I'm so thankful that you were here today. Today's episode is a little different. We're doing our second live coaching session. So we polled our listeners and offered up a few spots to get one on one coaching with me. That way you can get a peek behind the scenes of what it's like to work with me one on one, but more importantly, the questions, the concerns, the issues our listeners are having are going to be very similar to the things that you are walking through. And I feel like this is such a good way for you to hear your questions and concerns broken down and see it in real life application. So today's guest is Irene Tyndale and she is a seasoned event planner. She's been around for long enough to know that you're only as good as your last event in in the wedding or the event industry. A lot of education and teaching and speaking focuses on the pretty on branding, on marketing on getting new clients. But I returned to doing things a little bit different. Her coaching programs her one on one work. Her speaking presentations, focus on teaching event planners how to do better work. She's teaching them how to plan, manage and execute events like a pro. So when it comes to speaking, most of the educators in her industry are focused on teaching marketing strategies, not necessarily behind the scenes, insider business tips that have led to their success. So in today's episode, I'm coaching Irene one on one and we're breaking down how she can craft deliver and position a high value presentation that showcases her expertise and stand out from the rest of her industry. Get ready, pull up a chair and grab a pen. Because in this coaching session together we discussed her experience her current offers, how speaking has looked for her so far. And really what she wants to do for her business, how she can leverage it going forward. We're breaking down who were audiences what topic she should focus on, especially because she serves multiple clients and how to structure her presentation outline for maximum impact. If you are an industry expert, looking to use speaking to scale your educational offers, this is the perfect example and stick around till the end because I have a very special invitation in discount for you to get one on one coaching with me.
Irene Tyndale
Hi Jessica. I'm so excited to be here with you today. My name is Irene Tyndale. I am the chief event officer, founder of Irene sinto wedding and events based in Atlanta, Georgia. I have been a wedding an event planner for about 24 years. It's a long time I started when I was two.
Jessica Rasdall
Like obviously
Irene Tyndale
a planning toddler though. I started in college and here's something that I kind of fell into. There's a kind of a joke running joke in the event industry. It's either You're the eldest, typically we're the oldest child. So we're the bossier ones, which is nothing wrong with that. And inquisitive is what I like to say even though it's nosy. And so I kind of jumped into it. I was really active on my college campus in different organizations and just honestly fell into event planning. I said I became a planner before Google and YouTube University. So I've been doing it for quite a while have been in business. This November will be nine years in business full time.
Jessica Rasdall
Oh, that's incredible. Incredible. And so tell us a little bit about what is speaking and education and stuff like that look like for your business right now. And what do you most want to work through together today? What are the big concerns? What are the How can I support you?
Irene Tyndale
So right now I am coaching. I definitely have a small coaching group that I love coaching. I launched the course earlier in 2012 One. so crazy to say earlier 2021 is great, because it's all meshed his last two years does not exist. No, it doesn't exist if it wasn't for my phone or my calendar telling me what day it is I wouldn't know. Anyway, I launched a course in February of this year called the wedding management blueprint where I teach planners how to plan magic, execute weddings, there was a need, I saw that a lot of people were focusing on the business and the branding and the logos and the website, which is perfect, we need that because you need that foundation, but I you know, you only as good as your last event. And after, you know, I was taught that if you see a problem, or a need, don't complain about it, fix it, like, it's like, and that's what I do for a living, I make decisions and fix people's problems and make their wedding days beautiful. So I was just tired of hearing vendors and venues, etc, etc, complaining about my colleagues that they didn't know, the logistics and basic, basic details. And I just got tired of that because our job is already hard because we have an intangible product or a service based business. So it's not like a florist or photographer or caterer, they could say, Hey, this is what I do. What we do is intangible. It's so valuable, but it's one of those things, it's like we have to work harder to promote ourselves. And the best way to promote yourself is having an amazing process to take your clients through. But what we're really paid for Jessica, which is to plan, manage, and execute weddings, period, that is our job as wedding and event planners. And so I'd launched the course first my bed beta testers I called my beta babes was 15 women. And so for years, I've been mentoring and coaching quietly behind the scenes, different people. I've done a few speaking engagements. But you know, the more and more especially after this last year and a half and everything we've been through and the 1000s of rescheduling and learning about CDC protocols and every venue changing their policies, on the whim, our skills were put to the test. And I'm happy to say that we are doing really we did well last year because we pivoted a little bit and it's small weddings and intimate weddings. And we're doing well this year in 2021. And, you know, 2022 and 2023 starting to fill up, but I just have a passion to help planners be better than they currently are. And I want to leave my section of this industry better than I found it because I joke and say I'm not gonna be bustling dresses, Tom 60. And Mama's in her mid 40s. And I want to make sure that you know whether it's my daughter who picks up the clipboard and decides to do this for a living, or other men and women who decided to be planners that they know what they're doing. And then, because there's so many people who will not mentor will not teach will not open, you know, their process. And I heard David's tear one time, say, you know, but it's not a new concept. We just everything we do is not brand new concept. We were inspired by someone else, and we make it better. And so that's why I hope to do with my teaching and my coaching and my speaking on this particular topic.
Jessica Rasdall
Oh, I love that so much that I'm with you. I don't it's not even just specific to your industry, just entrepreneurship and small business owners as a whole. So often the stuff that we are investing in is stuff that is sold to us is heavily on marketing, which is important, I get it. And it's marketed to us well because it's for marketers, right? So but it's like marketing only gets you so far. And it's those business basics and the foundations and really wonder asking yourself, how can I be better at my craft not just better at selling a watered down product. So I love love that you are not just helping people market their business better, but you're helping them do business better. So all that
Irene Tyndale
all that exactly, because I'm like that that is people's because you know, I get asked all the time I put your points on like I do advertise we do have advertising and marketing dollars that we put out there but it's our reputation. It's our process, it's how we execute it's how we treat others that keep referrals coming and it's more referral based than anything else and that's from past clients. You know, our vendor partners, our venues parents of the bride and groom like it just the list goes on and on. And it's because of how we made them feel throughout the entire process and how they felt on that day. And but it's not because I always say we have multiple clients, right? We have the bride and groom, we have their parents or guests but then we also have our partners in the industry and I just want people to understand that that's just as important as a cute website and the photos and you know, the list goes on and on.
Jessica Rasdall
Oh, I love it. So when it comes to that side of your business, the speaking and the coaching and all of not you working with your event clients, where where do you need support? Where do you want to improve things? How can I help you there?
Irene Tyndale
I definitely want to narrow down my I guess you would say, you know you I'll call it my signature talk and narrow down where, you know, we could take these three pointers, which is plan management, execute, and give a great presentation that's valuable, that has takeaways, you know, I was joking on my Latina. So we are storytellers. And we could talk, we always joke that you know, you're set, you say goodbye in the house. And that's a 20 minute process and you say goodbye at the door, that's another 20 minute process. And then an hour later, you're still saying goodbye. And so kind of narrowing it down. The best way to I teach by stores I used to teach at the Kennesaw University here in Atlanta, and I taught the business of wedding planning. And one of my reviews came back and was like, the first of the book was kind of silly. It was a book that we found that a planner wrote from New York a few years ago. And I said, Okay, we use that as a guide. Right? I air quote that as a guy, but I have 20 years of experience, I'm going to teach you from stories. And there's one particular young lady said, she tells too many stories, I'm like, that is how you remember when you're taking the test. Or when you're working on your project. Or, if you're in a situation as a planet, like Irene told me the story, and this is how she handled it. And then or, you know, something, sometimes things are new will pop up at weddings. And sometimes I'm like, oh, I've seen this 1000 times I know how to handle you, or handle that situation. So like, basically, you know, making a have my presentations, but making my presentations, hit home. And people understand that I'm not scolding them. I'm not coming from a place of being mean, because I've seen that from stage before. Like, I'll debate to say that, like, you just made everybody in this room feel bad. Like, I want you to feel bad, but not feel bad, if that makes sense. understand what I'm saying. And take this the seriousness of it from what I'm seeing from my experience. And it's like, you know, I also things like do you tell? Do you tell examples of bad stories that you hear? Because that's the thing I unfortunately, I get told a lot of things about colleagues in my area and outside of my area that I wish I didn't know. Yeah. Like, but it's like, I take it as like, okay, thank you God for that lesson that I didn't know. I know, like, you know, now you know, and that's also learned from about the person telling you the story, like, okay, they don't like that. So make, like, make sure we know that they don't like that, you know? So that's kind of like, how do I pull it all together to make it impactful? Because it's not a sexy topic.
Jessica Rasdall
It's not, but it is also fellow Latina here. Yeah, stop telling the story. So I've got you with a 30 Minute. Goodbye. Awesome.
Irene Tyndale
Are you still saying good for the kids say that? Are you still saying goodbye? Like, yes, go inside the house?
Jessica Rasdall
Yes, we're not done. Grab a tablet. Okay, so with that, when you're speaking for your business? Are you wanting that to generate more coaching clients, more course? purchasers. All of that? Yes, yes. Okay. So first thing that is coming up for me with this is making sure that so I know you know, and I talked about this all the time on the podcast, but for you like really focusing on it being a tier two presentation so that when you are speaking, you are speaking to generate more coaching clients, more course sales, and not from a place of this is solely focused on sales, but we want to make sure you're in front of the right people. I feel like for someone like you and I know a lot of listeners are in this position where you are a service provider, but also an educator. It can be a little tricky, right? Because you're not speaking to get new couples and new events you're speaking to get new coaching clients and core students. So what becomes really specific really important here is to make sure that you are always speaking in front of the right people. So that you are speaking at events and opportunities where your future coaching clients, your future core students are in attendance. So for you, what do those planners look like? Are they new in business? How do we know that someone is a good fit for you to work with you?
Irene Tyndale
I would say new I definitely seen it. Like I've seen two sides I've seen new like aspiring to about three years. And then I seen people that said, You know I've been in this, I was in this before I left and I'm coming back. So I've had some they've been in business five years. So basically New to five years is a good sweet spot because I also tell people that, you know, your three is so different than your one. And then your five is different than your three as a as an owner, and a lot of times, you know, refresher course so and I've had people come to me like, I've been business for 10 years and like, I just need a refresher, because I'm, I'm noticing frustration, or it's just a new type of bride or whatever the case may be. But it really is anyone in business less than five years.
Jessica Rasdall
Okay, so I'm going to make an assumption, and you can tell me, I'm totally wrong. And to shove it, it's fine. But it's a feel like to help you kind of, I don't want to like compartmentalize people, but to help you be able to walk into opportunities with the clear plan of when somebody walks out, like how to triage them well, right? I'm like, What is the best way for me to support you, I feel like somebody who is you're talking about year three, and year five are so different. So maybe somebody who is brand new getting started in those first three years, your course is probably perfect for them. Because these are hands down, here's the blueprint, here's everything you need to be doing to set yourself up the right way. And then I'm thinking maybe anybody who is between that three to five is a better fit for coaching. Because for you, those are going to be people who are like I've laid the foundation. But now here's the issue I'm seeing SOS help me know, alright, I'm calling in for help, I think that is maybe a better place for you to be able to support them better. And I think that after doing enough of those coaching clients, you're going to start to see the trends and say, okay, that this season of business, when they've passed that three Mark comp, and they're experiencing different owner pain points, here's the issues they're seeing, and maybe eventually you'll create a more passive product for them. But I think it's probably a little more custom right now. So with that, when you're looking at speaking at industry events, and speaking on podcasts, and getting involved in different stages like that, one of those big questions you're going to want to ask when you're saying yes to an event or you're putting in for an event is how long have the attendees been in business wanting to that's going to help you start to figure out what are those pain points? Am I speaking to their business building foundation? That 123? Or am I speaking to that three to five owner pain points that you mentioned there? And I think that's going to help you figure out which topic should I be speaking on here, and kind of keeping you're keeping kind of like to in your back pocket of, if I'm speaking to 123, or even they're like, oh, it could be anywhere and like one to five, probably sticking with your more foundational talk. And then if you're speaking to that elevated three to five, you may want to present them with a slightly different conversation from the stage.
Irene Tyndale
That makes sense. That makes sense. But now what do you do when there's a combination for that?
Jessica Rasdall
Okay, so personally, I say what depends on which offer is most important to you right now, because, and from what I have seen, and what I have personally experienced is focus on your more scalable offer from the stage focus on the course. Because let's say you're speaking in front of 500 people, and 100 of them are like, Irene, I love you, I need help. Let's go. You can't take on 100 coaching clients, but you can support 100 people in a course really well. And what I have found is when you do a really good job of speaking to one group, so speaking to those one to three year, business owners, you perform much better than trying to speak to everybody and those three to five are still going to come up to you afterwards, they're still going to connect with you. And they're still going to be like that was great, I need something a little bit more like they'll still come. But if you try to speak to everybody in the same talk, it's just not as impactful, and your message will get watered down a little bit versus you can really showcase your expertise. If you focus in on that 1231 of my favorite examples of this. And I just recorded I'm so excited. Vanessa Rosati, she is a an instructional designer and she's talking about how when we're creating educational content, and we do a survey of our audience, we really need to create a bell curve and say, you know, we have some people over on this end, we have others on this end, but where's the majority? Where does the middle because when we speak to them, right, we do our best work. And that's always in the back of my mind when I'm thinking about who we're talking to from the stage is what is the middle of the curve, because the people on the outside are still going to connect with you but we're not going to water it down for the masses.
Irene Tyndale
Right? And I do like that I like the fact that you saved up gearing it up. You know, just speaking here, right? This is a 500 people not not gonna have 500 newbies.
Jessica Rasdall
And and right, so an experience a more experienced business owner sees you like in the zone giving your best stuff to the newbies like that's all they need. They're not coming for the How to teaching points, they're coming to see like, do I like her? Do I trust her? Do I want to work with her? And if you can shine, giving the How to to the newbies and moving them into your course. Awesome, great. But it also gives you the opportunity to just show your stuff to the more experienced business owner.
Irene Tyndale
Right? And you could learn something. I mean, there's plenty of time that we don't know, we all don't know at all. No. No, some people walk around like they do know it all. They don't know it all. I mean, we should be learning, really, every day, something new, right? They say they try to learn something new every day. But yeah, and I think sometimes people walk in there to say, oh, let's see what this is about. You know, like, sometimes I go in there and they walk out. But it's also something that I learned to that, create something and then let other people tell you what the next thing is. So like what you were saying, like I have my couple of talks, and have my coaching. But I also have my blueprint course. And it's like, Okay, well, then, they might not need the blueprint course, but they need coaching. And some of my blueprint students have become coaching clients. Last summer, we hosted a business and branding retreat for five of them in person here in Atlanta, and it was amazing. And everyone's like, there was a bunch of FOMO. So it's like, oh, and so I've kind of done it in somewhat of different orders. According to my team members and my brand managers like you. Normally like the retreat is the biggest package, but you've kind of done in all different ways. And like I was just like I just gave the people what they needed.
Jessica Rasdall
I love that. I love that so much I love in person, small group. It's like my hands down favorite and very upset, we haven't done any of that. The last like year and a half whatever, I'm not going to get all sour so. So if we're keeping those, again, right, the main focus will be making sure that your time is spent on something that is scalable for your business. You don't have unlimited time, right. And so when you're on a podcast, when you're speaking at an event, when you're putting in for something that we're keeping the core students front of mind, so that you can help and I want to make sure I'm clear on that. So somebody Oh, Jessica says she should only do stuff where she can sell things stop. What I'm saying is focusing on a way to give somebody the next step because it stinks when you hear a presentation and you're like I really connect with them. I want to know more. And they're like, oh, like, I don't really have any way to help you with that. Then you left feeling like, well, now what do I do? I'm gonna go back to Google University, YouTube University, right? So instead, knowing that when I go, and I give this presentation, and I show them a better way, I now can give them a clear blueprint on what to do, I can actually help them create a better business and have a transformation. That's what I meant. For all of you pigeonholing me. Okay, so when we're thinking about that, right, we have our core students front of mind, and they're ideally going to move into this blueprint program, what do they need to know? before they can say yes to joining your course? What are some of the like hesitations they might have? What are the things you're hearing?
Irene Tyndale
You know, initially, when we did it, what I what I started to do was I actually did market research. So I reached out to people who don't really have a small but mighty community, Facebook community, and I reached out to a few people, and I think I interviewed like phone interview 10 planners, I love it, and actually got on the phone with them. And it went from 15 minutes to like, 3040 minutes. And it was some of them I knew, because I've known for, you know, for years where I've talked to them or coached them or answered a question here and there in the Facebook group, but some of them were like, brand new, because they started following my coaching page on Instagram. And anytime they coach I think them and ask, you know, invite them into the community. And I spoke to 10 different planners and I said, you know, you know, some of you are brand new, some of you have been doing this for a couple of years. And it was just like a list of questions. And initially, of course, the question of the investment was one of the last thing that I talked to them about because that's to me, it's like that was the last thing I needed to know. But it was really like the pain point was I kind of know what I'm doing but I just need more structure or I need more guidance. And I've tried to you know, the biggest thing especially for the wedding planners out there is that nobody wants to help their competition per se and the fact that I was actually opening basically my entire blueprint of how we've done things. And like, I'm not I'm not saying that this is the end all be all, but I will tell you, this has made us really successful. So that, you know, initially, the hesitation about signing up was like, Who is this woman? Like if they didn't know me? It's like, who is you know, they did their research and all that kind of stuff. So they didn't know me. But then the second hurdle was time, like the time constraint, like, how long is it going to be? How much time is it going to take me? And then of course, the third one, which I think it happens for every course creator, or coach is the price. Those are the things that was like, Okay, I don't I've heard of her, I just don't know who she is. And then the second thing was like, Well, how much time is this gonna take? You know, this course gonna take? And then the third thing was, how much is it going to cost
Jessica Rasdall
me? Okay? Make sense? Yes. But I love that you talk to them. I think a lot of people get and I love that you beta. I mean, I've never put out anything that we didn't test. And I, those conversations are invaluable. You find the commonalities and things that you never even the one thing that I didn't realize, and doing that years ago was, so many of us so much of our audience are like educators at heart, whether they were former teachers, or they wanted to be teachers, or they like played teacher as a kid. That was something that I didn't realize until I started doing a bunch of interviews. So what I think is really important with your presentation, I want to kind of walk through this with you, because I think we can kind of get you a rough outline really quick. First thing we want to do is I want you to kind of go get clear on what's the one thing we say to them. And we have a whole episode about it. And I'll link it in the show notes about crafting your billboard statement. But I want you to think for a second, if that you have like It's Time Square pre pre COVID. Okay, it's like New Year's, New Year's Eve 2019. And in Time Square, it's packed body to body with all of those ideal core students. So all of those new planners, and you get an opportunity to put a billboard up in Times Square, and just say one thing to them. Something that is, might be a little bit of tough love. It might be a lot of encouragement, but like what do they need to hear from you? What is it that you want to say to them?
Unknown Speaker
The business of a wedding planner is more than just your brand, and your website and business systems.
Jessica Rasdall
Thank goodness, I was hoping that you're gonna say that's so good. That's so good.
Irene Tyndale
Really is like they just think and bless their heart. There's so many planning planner influencers out there, they're making it seem like it's so easy, you know, like, I commend you and a couple of other speakers and podcasters and teachers over the past few years, like, Listen, it's not cute, like, let's talk about the hardship. Like let's talk about the hard side of being a business owner, especially female business owners where, you know, when I was younger, it's like, I want to say, you know, this reincarnation, I'm coming back as a man because it's easier, like I used to always say that men have it easier than we do. And you know, we take things too personal. And when I became a business owner, you know, after having kids and I became a business, it is personal. It's very personal. And God made us this way to have feelings or whatever the being is that you believe in, right? You have feelings, and it is very personal. And I just come in to say like, Listen, it's hard. But let's, let's stop looking at the people that make it flashy. And look at the people that are really, here, especially the people that survived a pandemic. Standing might have a little extra gray hair, because I have a lot of that's one of my signature things is my silver hair. But I'm still here.
Jessica Rasdall
That is the perfect statement. I feel like that's what they need to hear. Because like from the very beginning, like I'm not going to put words in your mouth, I'm not going to tell you what you need to be telling people. So I need you to say that first. Like, but, like from the very beginning, when you were just telling me about your business and the work that you do the biggest thing that stood out to me, I was like, Okay, well, she needs to be giving like a thought reversal presentation, you need to be giving a presentation. That is showing the audience really educating about the problem. I think for you, that needs to be the biggest portion of the presentation because your audience is constantly looking for a better way to market write a better way to look the part instead of a better way to like be the part and we've got to get them over that hump. Because if we get down to your teaching points, and we show them all this magical planning, managing and executing tips, but they're still thinking, yeah, but I need a new logo. There's no way they're gonna want to invest when they could and said go hire somebody for a rebrand. Not that. Again. I'm not saying a rebrand is not important, but Right, that's not what we're talking about.
Irene Tyndale
No, not and I teach them the process that I went through. But it took a minute to do that I didn't do that out out the gate.
Jessica Rasdall
So what I'm thinking for you is like, in a very calm down nutshell, there's really four big phases that go into a presentation, if we calm it down to like, here's the big chunks, first, we've got to hook them in, we just need to get them like to that point where they actually want to listen to us, or they put their phone away and they're they're listening in, and that that you will shine there because usually we want to start that with a story and analogy and activity, something to just kind of bring them in, not 100% sure what that will be just yet. But that's always my like last piece that's like the icing on the presentation. After that, we we need to educate about the problem. And I think this will be your biggest part of your talk. And talking about the marketing versus the thing that you said that stood out to me so much is you're only as good as your last event. And I would I can just imagine you adding some parts to your presentation, where you are showing the like hamster wheel cycle that is having great marketing and not having a great service. So I envision like a visual of how many people come through the door, like how many sales calls, how many leads, whatever, how many booked events, and then how many referrals happen after that. Because if we're just focused on that front end, I'm gonna guess they're not having a lot of that on the back end and how you could theoretically have less people coming through the door beyond less sales calls, less consultations, less all of that. But by delivering a more consistent better product, you're still booking more or higher events because that referral rate has gone up. And I think if you can visually show them, that this isn't just a nice to have, this is a need to have in their business, that they will actually open their ears and want to know how can I plan manage and execute better. So we'll hook them in. And then we'll educate about a lot of us go wrong in this industry is focusing just on the marketing and not on our actual business. And then after that we want to like serve from the stage. And this is us just giving them real tangible stuff. I'm a big fan of three teaching points. And I think for you, it'd be perfect to break that up into plan, manage and execute, right. And what I would want you to really start to think through is when it comes to the planning process, what is like the What's one, tiny shifts that they could make that would completely elevate the way that they do this? What is the biggest mistake they're probably making? Or what is the biggest lesson I learned anything like that. But just like one change, because if we give them too much, they won't do anything. And they'll just overwhelm them. But like one thing, how can they look at the planning portion differently? And then I would like to see you break that down into like, what's the one thing what's like a story or a visual that I can tell to illustrate that one thing? And then what do I want my audience to do? Like what's like one tiny step they could take about this thing. So for example, if I'm going to make this up, and it's going to be trashed, so just bear with me. Like, I am not a planner. But if like in the planning process, one of the things they're not doing is like maybe it's not having a repeatable process. So totally just going to make this up. So then you would want to share a story or an example of either you can show a good or a bad right, like how having that is really good how not having that's really bad. And then the CTA from there being like, Okay, so what I want you to do is go document what it is, yeah, you know, give them a thing
Jessica Rasdall
like that, when you close, you're close enough, good enough. But kind of thinking through those three teaching points of plan, manage and execute for each of those, like, what's the one thing I want to give them in this section? How do I illustrate it with a story so they remember it just like you said, and then what let me round out that section with telling them like, here's that go thing, they will here's that thing they can go do right now. And then you'll be able to show them like so when you're transitioning from your educating about the problem into this servings, this teaching section. It's a great opportunity for you to kind of introduce your process that there are three key phases to doing this business really well. And that's planning, managing and execution. And like today I'm going to show you exactly how and then you'll break those three down. And then the final like portion of your talk will be like leaving a lasting impact, giving them something to go to out afterwards. So if we work those call to actions into your teaching points, like we've talked about, having a really strong wrap up section will be so valuable for them. So like, letting them know, I know that was a lot, okay, I'm going to wrap it up for you, so you know exactly what to go do, you're going to do this, you're going to do this, and you're gonna do this. And then you can, it opens the door to let them know. And if you want to clear plan of action, if you want all the tools and resources, you need to do this well, like we would love to welcome you into our program. And that gives them the next step. So for somebody who is like I'm committed, I'm ready, I see the benefit, they can move right into your course with you. But I think for them, a big part of your education platform is going to be getting them past the marketing. Not that it's not important, but getting them to realize that's not the only part of their business.
Irene Tyndale
Right, and it's a part I tell them, I say it's a part of, it's a part of your marketing, it's a part of your speaks the loudest is, it really, really does. It's some it's one that you don't, you can't quantify it until you until you can, you know, like you don't, it doesn't become important to you until you realize Wait, majority of my business is from referrals. And I've noticed with every referral, honestly, with every referral, there's been an increase in revenue, because depending on the you know, the right referrals, and you know, things like that. And I have a couple of examples, especially for like number two, like as far as like partnerships and partnering with people and venues and stuff like that, and literally went from 15 to 32 weddings, like
Jessica Rasdall
that's what I think is gonna be really important for you is showing the numbers again, because like you're saying this is a service that's intangible. This is something that we can't quantify until we can like, the more you can help them see this, the more you can help them somewhat measure the differences could make I think, the easier it will be to get them to want to invest time in that part of their business, which in turn is going to change the trajectory of the whole industry like thinking about, if you can get more planners committed to doing better work, how the whole industry just improves. I love it. I love it. I'm ready for this, I'm ready for you to do this. So well, I can't say thank you, how does this help you feel better?
Irene Tyndale
It was good. It was kind of like he's like, I have, you know, my notes. And I have speaking points. And I've spoken on this on like 15 minutes, 1520 minutes, but kind of to be on stage for 4550 minutes. I'm a talker and that still kind of scared? Like, am I gonna have enough to say, and am I gonna stay on task also, and not go off into tangents? And like, you know, everyone always says, you know, when someone's the host, or the creator of an event always says, you know, you have to have three takeaways. Yes. wanes all the time. It sounds like okay, so making sure that the describing what the three things are like, what is core, what does it mean to plan, manage and execute? But then how do I put that all into presentation, but people are like, oh, okay, well, you know, whether they jump on the course or not, but please say I left an impact. So yeah,
Jessica Rasdall
yes, yes, all of that. And for you, I want you to keep at the top of your mind that Bill Maher statement, right? What's the one thing we want to tell them because when we can keep our that that middle of our audience, the top of that bell curve, front and center, and we can think about what it is that they need to hear from us. Everything else will flow? Yes, we'll have this great outline. Yes, we'll know what it is that we want to talk about on the stage. But keeping them at the front of our mind is what's going to allow you to kind of weave in examples and stories that meet them where they are to be able to kind of go off a little bit on your own tangents and speak to them not just be speaking about yourself. And I definitely, as somebody who speaks a lot of events goes to a lot of events. That's where I see us go wrong the most is we're so focused on what do I need to save? How am I going to be received, that a lot of times our messaging feels selfish, and then we can shift the focus and just keep those people front of mind. It is powerful. Perfect. I like it. Well, I can't say thank you enough for joining me and having this conversation for our listeners who are like, I want to be better at this. I want to learn how it Where do we find out more? Where do we stalk you on the internet?
Irene Tyndale
Well, my coaching ID is Irene Tyndale and my business planning page is I Tyndale events and my websites I ran tinyurl.com
Jessica Rasdall
and we will link all of that in the show notes so we can easily click and find you. And I just I can't wait to see you on more stages. doing more speaking and sharing this incredible work. Thank you just thank you, oh, my goodness, that was such a treat, to be able to have that one on one, dive deep conversation with Irene, and to be able to invite you in to listen, if you're somebody who's wanting some one on one coaching, some help some support some guidance on how to take the work you're already doing, and amplify it strategically. With speaking, I got an invitation for you. I would love for you to join us inside of the speaking strategy Academy. It's our virtual coaching program where we get to work together for a year. It comes with all of the trainings, resources, scripts, and templates that you need to scale your business. And if you join us at the VIP level, you also get one on one coaching for me, just like today's call, every single month. Truly, it is unparalleled support. It's going to give you the resources you need, a plan of attack, and all the support to help you truly scale your business with speaking. As a big thank you for listening to today's episode. Simply use the code 169 to get $100 off your enrollment. I'll link the speaking strategy Academy in the show notes for you. Or you can simply head over to the speaking strategy academy.com Don't forget to use 169 and get our special code. Hope to see you inside and join me next week for another episode of The speak to scale podcast.
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